It was a shocker for the few people who came across this elaborate, cacophonous baraat winding its way through the narrow alleys of Southall in Britain. Drum beats reverberated in the air while the groom astride a mar grinned from ear to ear. Golly, it was Gary Linekar, former English footballer, TV personality and as handsome as they come. He marrying a second time? As the baraat made its way towards Krispwallah, a corner shop that specialised in crisps, the uninvited people began to close in on the procession. A second shock awaited them. Linekar's beaming bride was an old hag with decaying teeth. Surely the handsome Linekar was not marrying this monster, the daughter of the man who owned Krispwallah. The consternation turned to grins when somebody in the crowd spotted the cameras and the crew and let out a sigh: the wedding was a staged one. The homely bride was actor/writer Meera Syal and the commotion was all about the making of an advertisement for Walkers Crisps.

WALKERS CRISPS THEME: Asian-run corner shops and extravagant marriage processions

Here's another. Never before has an aspirational dream been so radically realised. And never before-or since perhaps-has madness had a more endearing appeal than a young Indian man, in a spasm of intense desire, treating his car in the most bizarre manner. The loony youth repeatedly bangs his large, bulky, quintessential Indian car against the wall. As if that ruthless act isn't enough, he hammers and overhauls it, even getting an elephant to sit on its bonnet, all because he wants to bang it into a sleek new form-that of a Peugeot 206.

British admakers have finally opened their eyes to the magic that is India. It was a surprise for many to see someone of the stature of Linekar descending on Little India. "I was chuffed to see Linekar," says Sarjit Singh, a student. "I am a big fan of his." But a slew of mainstream brands is using Indian storyboards that emphasise the "Asian is cool" credo in advertising.

VIRGIN MOBILE THEME: A sari seductively worn, a teeny bit of flesh and bright Bollywood colours

India is all pervasive on television, radio and print. Interestingly, according to the spielmeisters, the advertisements themselves are not specifically targeted at the Asians but at the whole English population. Brown is the new Black. "It is a winning formula," says Pedro Carvalho of FNIK PR, a youth focus publicity agency. "Until a few years ago mainstream channels were scared to put anything too ethnic on television for fear people would switch off their TV sets. But today Asian is cool. It is seen as a youth brand. Everyone wants to be a part of it."

Experts agree it is time ads and the medium of television reflected the real Britain. The 2001 Census showed that the Asian ethnic group, at 2.3 million, represents 3.8 per cent of Britain's population. Even though they are in a minority, the collective disposable income of Asians is estimated at £14 billion (Rs 1,00,800 crore) a year and growing. The annual Asian Rich List shows that over £5 billion of wealth is generated by Asian-owned businesses within London. They are a community to be reckoned with.

Says Syal, the "old bride" in the Walkers Crisps ad: "The Indian population is becoming increasingly influential in the economy and people are beginning to understand that we are consumers as well. We eat crisps and cereals and drive cars and buy soap powder." Therefore, she adds, it is important to see more brown faces in mainstream advertising.

Research shows that the British-Asian population is generally younger than the national average. This factor, combined with the visual appeal of colourful, vibrant Bollywood creates infinite possibilities for brands that want to adopt diversity and be seen as "cool" at the same time.

PEUGEOT 206 THEME: "Asian is cool" is the credo, complete with a Bhangra song

In a recently published report, "Reaching the Ethnic Consumer: A Challenge for Marketers", David Fletcher, head of MediaLab (Mediaedge:cia UK), states that advertisers should be sensitised to minority ethnic culture to identify new trends at the outset. This, he says, will help brands to reach cultural early adopters. The suggestion is based on the observation that "mainstream culture is increasingly adopting some aspects-notably in food, arts/media and spirituality-from minority cultures."

Some ads utilise the theme of Asian business acumen. For instance, the promotional spot for share dealers Self Trade uses an Asian man with the punchline: "Self Trade gives you a better deal immediately". Another commercial-this one for Tennent's lager-features a young Indian who wants to marry a less-than-acceptable woman. His family objects until his father ascertains that the girl's family owns the local Tennent's brewery. The film parodies blockbuster Kabhi Khushi Kabhie Gham with the strap line "Jabhi Khushi Tabhie Tennent's".

Predictably, Bollywood remains the one thing that has been identified as an eminently saleable commodity. Advertisers say Bollywood has become a veritable genre and is far easier to adapt than an individual or cultural icon. And some ad film makers, eager to capture the authentic atmosphere, are even flying to India. Halifax Personal Loan Services, for instance, wanted something big, bright and saleable. "We all know Bollywood has become mainstream with the success of Bombay Dreams and The Guru. So we thought why not do things that have mass appeal?" says Natasha Tinklin of the Halifax ads. The company's spot on loan facilities was shot in Hyderabad's Ramoji Film City and the shooting went on for almost a week.

Even print advertisements are seduced by Bollywood. Virgin Mobile's 2002 press advertisements borrowed from the Indian film industry. In one, a Bollywood temptress lies in a reverie similar to Sophie Dahl's (Opium advert) but unlike her, the temptress is wrapped in a colourful sari though there is neither a blouse nor a petticoat. The sari is hiked a teeny bit to show golden flesh with a teasing line: "Seduce me with your freebies". Another spot featured a semi-clothed man exposing his chest, potbelly and thigh with the same strap line.

India bombards even on the radio. When listening to a programme on the popular station Heart 106.2, one hears the lilting Lal dupatta mal mal ka. If you wonder whether you are tuned in to the right station, these lines reassure you: "You are not tuned to the wrong channel". It is an ad for Smart Cars. As Carvalho puts it, "Asian is cool. It is a youth brand and a winning formula."

And budgets are no problem. Walkers Snacks spent a total of £2.5 million (Rs 18 crore) on its campaign, while Halifax willing bore the cost of making its film in India-including hiring hundreds of Bollywood extras for a dance sequence. But do the ads work? A delighted Tinklin says, "The response has been great. According to Ad Watch our advertisement has been No. 1 for eight weeks." That should be enough to hush the sceptics.