It is time for the Indian creative fraternity in advertising to aim at cultural, emotional and sentimental values, which have become the trend of the day. It is essential that these cultural values are given importance in contemporary advertisements, otherwise globalization and modern advertisements may result in westernization, distorting the core characters or pillars of the Indian culture, which is admired by the rest of the world.

Globalization drastically changed the perspective of advertisers. When advertisers aim at global or transnational advertising they have to look into and observe/respect the cultural values of the customers. Advertisements like Gillette, Fa, Lee, Close-up, Asian Paints, Reebok shoes were forced out or failed or were controversial. Companies like coke and Pepsi had to change their position to "Thanda Matlab" and "Dil Mangey More" to reach the market. McDonald's and Pizzas had to come out with veg burger and chilly veg pizzas to survive in the market. These examples show how important is culture, and how detrimental it can be if culture is not taken seriously.

Indian creative fraternity, cultural, emotional and sentimental values, cultural values, importance in contemporary advertisements, globalization and modern advertisements, westernization, distorting, core characters or pillars, of the Indian culture.

Globalization drastically changed the perspective of advertisers. When advertisers aim at global or transnational advertising they have to look into and observe/respect the cultural values of the customers. Advertisements like Gillette, Fa, Lee, Close-up, Asian Paints, Reebok shoes were forced out or failed or were controversial. Companies like coke and Pepsi had to change their position to "Thanda Matlab" and "Dil Mangey More" to reach the market. McDonald's and Pizzas had to come out with veg burger and chilly veg pizzas to survive in the market. These examples show how important is cult