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This book traces the heightened time-consciousness that has emerged since the 1990s in popular Indian discourses - across cinema, television, print and consumer culture - and argues that these anxieties concerning time are symptomatic of the struggle between labor and capital. Drawing on critical theory, cinema and media studies and Marxist-feminist concepts, Kapur shows how the recent political-economic shift in India toward neoliberalism has been accompanied by a new emphasis on youth and a preoccupation with change, novelty and the acceleration of time, with profound consequences for conceptions of time, youth and the relations between generations.

Branding (Marketing) -- India. --- India -- Social conditions -- 20th century. --- India -- Social conditions -- 21st century. --- Neoliberalism -- India. --- Youth -- India. --- Youth --- Branding (Marketing) --- Neoliberalism --- Business & Economics --- Economic History --- India --- Social conditions --- Neo-liberalism --- Brand name products --- Marketing --- Liberalism --- Advertising