This book offers analysis of articulation of consumer culture and modernity in everyday lives of people in a transnational framework. It pursues three broad themes: lifestyle choices and construction of modern identities; fashion and advertising; and subaltern concerns and moral subjectivities. It juxtaposes empirical studies with theoretical traditions in addressing questions such as: How do people imagine modernity and identity in consumer culture? What does modernity or ‘being modern’ mean to people in different societies? Are modernity and tradition antithetical to or develop an interface with each other? The chapters in the book trace manifestations and trajectories of consumer culture and modernity as they connect to develop a sense of renewed identity.
Chapter 8: Cultural Politics of Branding: Promoting ‘KamaSutra’ in India
Cultural Politics of Branding: Promoting ‘KamaSutra’ in India
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 ...