There is nothing superficial about brands in contemporary Delhi. This is a place where one’s social significance is assumed to be nil unless there are tangible signs to the contrary, so the need for such signs is authentic and fierce. And in these times of stupefying upheaval, when all old meanings are under assault, it is corporate brands that seem to carry the most authority. Brands hold within them the impressive infinity of the new global market. They hold out the promise of dignity and distinction in a harsh city that constantly tries to withhold these things.