Desis in liquor ads - part 1: Grin and beer it

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Brown in America

Desis in liquor ads - part 1: Grin and beer it

By: Runa :+: Under: Brown in America, Entertainment, Humor
On: ⋅ May 23, 2008 ⋅

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While hanging around our Tiki hut a few days ago, the intrepid bloggers at UberDesi got to discussing a favorite topic : alcohol. (Possibly because we were immersed in it!) It struck us that in the recent past , we have seen an abundance of desis in beer ads. After in-depth analysis we have two theories:

Conspiracy theory :

Some smartass Madison Avenue types decided that as:

beer drinkers were more likely to be young, male, less educated and single (link)

and as the number 1 rule of advertising is that humor sells, what can be funnier putting desis in beer ads? And of course, desis have to wear turbans or speak in funny accents or have monsoon weddings or all of the above.

Optimistic theory :

American marketeers are finally waking up to the fact that desis also form a part of the great melting pot that is America. Also, desis are known to be great drinkers (or great drunks, depending on your POV) and this is a not so subtle ploy to reflect that diversity and also to get desis to think beyond India pale ale.

Since we were too ..er ..happy to decide on either, we’ll leave this one to you. In the meantime, enjoy the first in the series of “beer ads featuring desis” that we will be running.

This is my favorite because all Dos Equis “The Most interesting Man in the World” ads crack me up.

I can just imagine the guys behind this ad thinking “Lets add some Indians to make the most interesting man even more exotic. But since all brown-skinned folks look the same,lets make sure the Indians wear turbans!”

The Dos Equis ad: