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Science
WE DO IT OUR WAY
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How consumers are subverting the plans of the global marketeers.
Friday 6 June 2003 11.00-11.30am

In We Do It Our Way, Simon Calder travels the globe to explore how we humans are transcending uniformity on a quest for something different, and finds out what the globalisers are doing to fight back.

IMAX dome in Mumbai
The biggest IMAX dome in the world - Mumbai, India.

Slideshow See the slideshow of location photos >>>

It’s tempting to assume that as we increasing use the same products, eat the same food and watch the same TV, the differences between our societies will erode creating a homogenous human landscape – more and more people buying into fewer and fewer brands. Take the Irish pub for instance – from the shambles of the Afghan capital, Kabul, to the Las Vegas Strip, there’s a corner of every foreign city that’s forever Irish. Or is there? The further you travel and the closer you look at what communities are buying, and how they use them, it’s clear that the consumer is subverting the plans of the global marketeers.
Bollywood film shoot
Bollywood film shoot

Even Hollywood is not immune. It might be the cinematic genre through which dreams are made in some parts of the world, but in Mumbai, formerly Bombay, the stape diet for moviegoers is India's hugely popular and home grown cinematic form - Bollywood or the Masala movie. But today, tastes are changing in India. Having opened its doors to westernized goods a decade ago, the burgeoning middle classes of India are getting choosy - while they don't appear to be warming to the Irish pub experience, other aspects of the West are appealing - from Coke to Hollywood. Hollywood now competes with Bollywood for India's cinema and TV screens and their viewers, who are demanding action from Bollywood directors to make films that more closely resemble their changing lives. Could Bollywood's reinvention lead to the demise of the traditional all-singing all-dancing masala movie?

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