Tea for Interreligious Harmony?: Cause Marketing as a New Field of Experimentation with Visual Secularity in India

This working paper is part of a larger research project on emerging visualities and imaginaries of living together in plurality and on equal terms. Against the background of growing majoritarianism in India and the normalization of violence against religious minorities and marginalized communities, the search for new visual forms and aesthetic means to counter increasing divisiveness and conflict has acquired exceptional urgency. It is a search pursued by many and in multiple directions, occasionally even in the realm of marketing and advertising which is the focus of this article. The larger project considers documentaries, fictional films and transmedia interventions in order to understand how different actors seek to create new visualities that are markedly different from earlier form(at)s used to visually mediate the normative project of political secularism for many decades, but nevertheless draw on the idea that secularity is a mode of living together and socially interacting in plural societies