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William Mazzarella

In: Consumer Culture, Modernity and Identity

Chapter 8: Cultural Politics of Branding: Promoting ‘KamaSutra’ in India

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Cultural Politics of Branding: Promoting ‘KamaSutra’ in India
Cultural politics of branding: Promoting ‘Kamasutra’ in India
WilliamMazzarella
Introduction

The world of advertising, like the consumer capitalism it lubricates, has little time for the past. Driven ever onward by the almost instant obsolescence of everything it produces, its eyes remain anxiously trained on the immediate future. A great deal has changed in Indian public culture and advertising in the two decades since 1991, when a brand of condoms cheekily named KamaSutra appeared in a flurry of daring images and provocative copy. What seemed shocking then would barely raise an eyebrow in today's mediascape, saturated as it is by MMS scandals, surgically boosted Bollywood heroines and Internet porn. So perhaps the story of KamaSutra at this point can best be ...

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