Why luxury brands use youthful imagery to woo older customers A successful chartered accountant, the 47 year old south delhi resident says: "As a child, i had seen a school friend's father drive a merc.Since then, i had lusted after its famous three pointed star(The mercedes benz logo).I couldn't afford it earlier but that didn't stop me from dreaming. " His father was a government servant and his mother a teacher.Malhotra represents a growing breed of middle class indians who have cashed in on the opportunities thrown up by economic liberalisation and climbed up the professional and financial ladder.Many of them, in their 40s, 50s and even 60s, now have the means to splurge on the"Little luxuries of life". Sociologists call the phenomenon"Upward mobility".Economists call it the"Demonstration effect".Some call it"Snob value".Quite a few luxury brands are queuing up to set up shop in india.A bmw, audi or mercedes benz, a l ... Read more »