TODAY’s younger generation wants to explore the wild and exotic, experience adventure and pump up the adrenalin. The outcome is that a new trend in tourism is emerging in India.Advertisements inadvertently sell or portray this youthful lifestyle. ‘Alive is Awesome’ is the tagline for one such ad selling soap. An elephant showers a lissome model perched on its back with a spray of water from its trunk. You can see male models enjoy a rain of waterfalls. Another is on a boat and upturns a bucket of seawater over himself for a wash.The implications. . .
