he association between movies and advertising in India has never been stronger than now. Take in-film placements. Everything - from branded mineral water to the latest computer gizmo - finds place within the script of a movie.

Surprisingly, however, there is one trend in Hindi movies that has not been mirrored in the advertising world. Bollywood, of late, has seen a flurry of movies with older people. It started with B R Chopra's Baghban, where the protagonists were an elderly couple. More followed. Joggers' Park, Pyaar mein Twist, Life in a�.Metro, and the just-released Cheeni Kum. All of them had a single message: life does not end after middle age. ... more