ere�s a quick recipe for masala advertising. Sign on one or two Bollywood stars (lookalikes or starlets would also do), throw in a filmi song-and-dance sequence against a picturesque - preferably foreign - backdrop. If you have some money left or if the client appears the �anything-for-quality� type, get him to hire a Bollywood director to do the rest. Serve hot.

Back in 1998, little known Hyundai Motor India (HMI) used Hindi movie star, Shah Rukh Khan, to persuade Indian consumers to take notice of its small car, Santro, a funny-sounding Korean brand that most of them had never heard of. The campaign revolving around Shah Rukh�s interactions with the fictitious Mr Kim went some way ... more