Ms. Sharma is the Chairman of Department of Humanities at NIT, Kurukshetra and her areas of research include Indian television advertising and communications.

(See my biography page for more information).


Publications:
Reflexivity and Intertextuality in Contemporary Indian Television Advertising: An Analysis of Vodafone ZooZoo Campaign

The authors present a critical analysis of a new movement in contemporary Indian television advertising. The analysis identifies key characteristics and the possible production of new popular culture artefacts.

Article: Print

$US10.00

Article: Electronic

$US5.00
Hyperlocal Referent Systems in Television Advertising

In their quest for increased audience engagement, advertisers continue to seek unique referent systems. We identify hyper-localized systems in contemporary television advertising in India.

Article: Print

$US10.00

Article: Electronic

$US5.00