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“Very Bombay”: Contending with theGlobal in an Indian Advertising Agency

William MazzarellaUniversity of Chicago

Indian Soul, International Feel

Globalization

Cultural Anthropology

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marked 

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Global Indianness

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 producers

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bri-

coleur 

brand itself 

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Beyond   Mera Bharat Mahan

 Mera

 Bharat mahan

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Solidly Indian

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Making RightAway

contact 

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The Commodity Image in the Flow of Practice

 Decoding Advertisements

The Affluent Soci-

ety

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de novo.

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goods.

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Agitation and Rationality

exactly any-

thing

dis

happening

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decide boss

lungi

localized,

cityscape.

ethnic

Sense and Sensibility: A Division of Labor

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 Bombay city

 Bambaiyya

newest, gizmo happening

now

Give I need trappings

that.

the latest way.

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The Gift of the Brand

tonal voice

voice.

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voice tone

brand per-

sonality

trust 

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intimacy

alone.

singular 

loves

me

keeping

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engage

Crisis and Unexpected Efficacy

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idea

is

should 

can

strength

 philosophy,

 Bombay

very

 Bombay.

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acting out 

 philosophes

homo consumens.

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Notes

 Acknowledgments.

Cultural Anthropol-

ogy.

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 Manuscripts

new

ingenious

calculating imaginary

seen material form

 false

Capital.

is

Capital. later  

 Manuscripts,

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increases their profits.

clients

itself 

 products”

unlike

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basic brand needs

References Cited

 In

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 In

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 In

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 In

 In

 In

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 In

Gift,

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 In

 In