This article deals with the varying concepts of the advertising world, which care especially for the sentimental values of Indians (wherever they may be). The contentment aspect of the Indian psyche is elaborated through examples, with an analytical review being done on the advertiser's behavior using the names of Gods, Goddesses, mortals and places for different purposes, which are now used as brands for boosting sales. Similarly, a score of Indian names (surnames, monuments, places, cuisines, materials, etc.) are now used throughout the globe to create a definite Indian identity. Effect of names of Indian origin, which attract both ethnic and non-ethnic Indian population, is discussed and also shows how the concept of vegetarianism as well as value-added services were introduced for the first time in the "West" with tremendous response.

In recent years, many Indian business houses have gone global by their sheer perseverance and quality end products. This study does not deal with general branding of these products. Author is interested in pointing out the recent trend of using names Gods and Goddesses as well as unique Indian proverbial names as a marketing tool. This has sentimental value in India. Similarly, business houses of Asian origin are using root names as their trademarks such as geographical location or language name.

Maruti, the Indian monkey God is supposed to be the son of the Wind God, troubleshooter, transparent, a successful negotiator, able to lift a mountain, dependable, strong, contented and loyal. The name has sufficient reasons to be adopted as a brand name of an Indian product, especially an automobile industry which is expected to be fuel-efficient, strong, able to negotiate curves at a reasonable speed, and utterly dependable. In the Indian psyche, the impact of the names of worshippable images has been remarkable. People take advantage of this phenomenon.

Advertising Express Magazine, Maruti Car to Indian Curry, Indian Nameplates the World Over, Marketing Tools, Maruti Udyog Limited, MUL, Industrial Revolution in India, Indian Business Scenario, Indian Community, Indian Culturals, Marketing Myopia, Suzuki Motor Corporation, Nissan Motor Company.