ith the opening of the Indian economy, there is not only a plethora of products in the market, but also brand ambassadors endorsing them and giving opinions about cars, laptops, banking services and - hold your breath - even gutka. But now marketers have taken a step further - the possibility of meeting the celebrities who endorse the brand.

Take the Tata Indicom promotion which ended on February 28. The consumer had to buy a TATA Indicom phone (from TATA Indicom outlets) with which she got a free music CD and also the promise of a dinner with Ajay Devgan and Kajol. The catch? Pen that one-in-a-million slogan.... more