A borderless brand
Tackling the boundaries
Poonam Kumar KidSearchMalini Pani NFO MBL India andRicha Puranesh DCM Benetton
INTRODUCTION
Coke, Pepsi, Nike, Barbie, Levi's – larger than life hoardings dominate the streets. MTV DJs dictate new fashion, software professionals queue up outside embassies for visas, Jemima Khan and Cherie Blair sport the Indian salwar kameez, Bill Clinton visits India for the second time in two years. India – a country that is at long last integrating? The promise of a market finally coming true?
The rapid growth of multinational brands makes it appear that the...