musings from the corporate world

.. ogilvy noor!!??? A whole vertical dedicated to marketing to the muslims, courtesy O&M... ''world's first bespoke Islamic branding practice'' ..Still can't get over it. I have heard of marketing campaigns targetings various demographic segments earlier; the blacks, the hispanics, the NRIs... whatever, so ideally should'nt be reacting to this one, right? What is this going to do? differentiate or assimilate sensibilities ? Are we going to end up highlighting differences which we did'nt notice, which just went into the melting pot of all cultures that make India? Would I feel the same way if HTA came up with something called HTA-Shubh, marketing to the hindus or something of that sort ?