ser-generated content (UGC) may be the rage in Western markets, but in India, the concept is yet to take off. Especially when it involves consumers interacting with a brand they use.

Henkel India has announced a 'You are the Star' contest for its Pril Liquid brand. For the first time in Indian advertising, a consumer will be chosen to not only star in the company's commercial, but script it as well. ... more