Article on impact of advertise went on the generation in about 1500 to 2000 words.
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Many elements of Indian culture and industry have British roots, so that British advertising models usually work well. In 1991, the government dramatically liberalized Indian economy, opening it to international business. The emergence of a moderately affluent middle-class numbering in the hundreds of millions attracts multinational corporations and international advertisers. Advertising in India operates at two levels. Ads for high-value products appear in English-language papers such as The Hindu and The Madras Mail, which targeted Europeans and high-status Indians. By contrast, ads for low-value products are typically placed in vernacular papers and are aimed at a lower middle class with highly restricted spending power. The working class and peasant populations, with very low disposable incomes, are seldom targeted by the advertising agencies. Local merchants might use signs and posters to reach them. Cricket is one sport where the Indians have had an international success, so that cricket stars are prominent endorsers in national advertising.
Subtle cultural norms can be easily transgressed. In 2002, widespread protests forced Hindustan Lever Ltd. (the Indian subsidiary of London-based Unilever) to cancel a television ad campaign for its fairness cream because of its portrayal of women. The campaign was built around the theme of a father lamenting "If only I had a son" while showing his problem: a dark-skinned, unattractive daughter. Fast-forward. She uses the Fair & Lovely cream and has become a gorgeous light-skinned beauty. Clad in a stylish miniskirt, she is a successful airline flight attendant and takes her proud father to dine at a five-star hotel. The All India Women's Democratic Association (AIDWA), a far left political organization, lodged a complaint with the National Human Rights Commission in New Delhi. It argued endorsing the traditional preference for sons strengthens gender discrimination, which is a major problem in India. Furthermore, said AIDWA, the ad perpetuated a culture of discrimination in a society where "fair skin" is synonymous with "beautiful." The government's Ministry of Information and Broadcast sided with AIDWA and directed stations not to air the ads because they violated the Cable and Television Networks Act of 1995 which states that no advertisement shall be permitted which "derides any race, caste, color, creed and nationality" and furthermore states that, "Women must not be portrayed in a manner that emphasizes passive, submissive qualities and encourages them to play a subordinate secondary role in the family and society." The minister told Parliament that if broadcasters do not regulate ad content the government will be forced to do so. The Mumbai-based Advertising Standards Council of India (ASCI), a body of advertisers and media agencies, insisted that it should do the regulating not the government. ASCI had already told Hindustan Lever that its ad campaign was offensive and it was ended.