ABSTRACT
This chapter highlights some of the ramifications of globalisation on Indian advertising. It focuses on the relationship between globalisation and advertising, and focuses on the present-day country of India. While there is an increasing economic and academic focus on contemporary globalisation, the phenomenon itself is not new, and can even be traced back to prehistoric times. In sum, brief historical review shows how Indian advertising had its origins in the British-controlled press, selling British products to British subjects in India, and has evolved gradually, with changes in the political environment and technology, to become the creative enterprise that it is today. Given the political and cultural nature of globalisation, discourse of the transnational Indian is often fractured with its cultural anxieties. The colonial experience has made the relationship of Indian consumers to transnational identity problematic, accompanied by admiration, suspicion and sometimes hostility.
