he advice about Rome and Romans holds true for MNC brand communication in India. When an international brand enters the country, it has to prove that it is aware of - and very much a part of - Indian culture and the value system. However, in doing so, it also has to retain its international appeal. Of late, Indian advertising has seen a number of foreign faces who portray some part of Indian culture, tradition or language.

In the Visa International TVC, Richard Gere sees a girl buying a bird that she can set free and bring luck to her brother who is leaving home. Gere's Indian guide tells him that by setting birds free, one is blessed with good luck. Using his Visa card, he buys several birds for the delighted girl. Shailen Sohoni, senior vice-president and director, client services, RK Swamy/BBDO (the agency that handles the Visa International brand) says, "We had to develop a script which would�touch the hearts and minds of consumers across cultures and create a favourable emotional connection with the VISA brand. The beauty of the commercial is that wishing one's near and dear good luck�is a basic human emotion that works�across cultures."... more