Smells like teen spirit: Asian youth in the aftermath of globalization
Madhumita ChakrabortyPepsiCo International, India
INTRODUCTION
The Waka Waka anthem was a huge success – that is a known fact. But what is relatively less known is that there were more downloads for the song in India – a country that does not play or watch soccer, has relatively low internet penetration and where Shakira was relatively unknown before the World Cup - than in many soccer playing nations. No doubt, the song was well marketed and would appeal to Indians’ penchant for beats. But underpinning this was the...