The Language

An ad that targets only 11% of the population is definitely an exclusive ad. The Garnier ad is in English: a language spoken by a little more than a tenth of the Indian population, a language that is primarily taught only in private schools in the city.


The intended audience for the ad has been made clear since the start. The indirect references to English sci-fi movies, the use of pollution as a theme, and finally the language, indicate that the ad is trying to capture English-educated, city Indians.