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Xbox 360 launch ad for India

Alan Rose

MTV India has been airing a promotional spot for the Xbox 360 that celebrates the unifying power of games, and at the same time, shows just how localized marketing can get. Whereas the 360's "Jump In" commercial targeted stateside urban youth, this new documentary-style ad focuses on the sport of porok, a human version of cock fighting that is supposedly a tradition in certain parts of India. Do you think the symbolic approach of not showing the actual 360 console is an effective cross-cultural strategy?

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