Do you fume every time a fairness cream ad comes on TV or on a billboard? Do you wince every time your child insists on a packet of fries every time he/she sees an ad? Do you grimace every time you see a mega petro-corp ad set in a rainforest, or a soap ad set in a desert, or just a barely disguised liquor ad? Do you resent the unstoppable invasion of advertising over more and more aspects of our lives—from birth to death? If you said ‘yes’ or better still a loud ‘YES!’—Read on.

There are many who feel the same way as you do—not just in India, but the world over. After years of doing research, writing articles and books, and political lobbying to further their point of view, they have found a sneaky and subversive way of getting back. It may not be well-known here in India, but in the advanced countries, it’s a burgeoning movement that sends shivers up the spines of the biggest corporations.

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