oing by their central roles in ads trying to sell everything from automobiles to hair oil, Buddhist monks seem to have become the Indian advertiser�s new darling.

Take a look at the exploits of these holy men. They have been seen accompanying the driver on a dizzy chase in the Hyundai Elantra TVC, giving Aquaguard-purified water the clean chit, displaying their martial arts skills in the Bajaj Discover ad. There�s more. You can catch them snuggled in the comforts of the Tavera or drinking Kissan squash in the midst of a training session. Monks have clearly emerged from their gomphas to give marketers the extra punch. But what makes these symbols of surrender, a marketer�s favourite agent of change? Is this a new trend in the making?... more