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Indian brands encourage user-generated advertising

21 August 2014 Last updated at 11:06 BST

A new advertising trend has sprung up in India recently, with brands encouraging customers not just to buy products, but be involved in promotional campaigns too.

It has been dubbed "user-generated advertising" - but can it really work in a country still dominated by billboards and newspaper advertisements?

Shilpa Kannan reports from Delhi.

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