Nothing turns on Indians as much as cinema.
All classes relate to cinema.
Which is why when Men in Black struck India's capital New Delhi a couple of years ago, Ray Ban went about the town with special premiers, contests and promos. That was also the first time that a corporate house backed a Hollywood blockbuster with muscle and money to the extent that Will Smith's and Tommy Lee Jones' Ray Ban sunglasses became a fashion statement. It was the first time that we did the same in India with Men in Black . It made good strategic sense for us to cash in here because the key element in the movie was the protagonist's sunglasses. We simply associated ourselves with it.