You know how sometimes you just get … browned out to the point where everything you see has some sort of desi connection? Well, it happens to those not of the subcontinent as well. Here’s what happened to Saheli’s friend ToastyKen:
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Not Aishwarya |
While I was driving, I caught a glimpse of this Gap ad in a bus shelter. “DESI(RED).” I immediately assumed it was pun on the words “desired” and “desi”. I only got a brief look as I sped by, so I figured it was a Desi model in the picture. (“Was that Aishwarya Rai?”)
“Hm,” I thought. “I didn’t realize the word ‘Desi’ was so mainstream now. Maybe they’re trying to project a multicultural marketing message or something?” But I didn’t really think that hard about it. [Link]
Of course, it’s not Aishwarya, it’s Penelope Cruz. And it’s neither an appeal for brownbucks nor a critique of socialist influences in “I love Lucy”, it’s part of the new (product)red branding exercise / fundraiser “designed to Help Eliminate AIDS in Africa.” It has nothing to do with us, even though we like to imagine that everything does. It’s purely a koinkydink.
As an aside, while I often find myself defending Bono, in this case I agree with the conservative critic Michael Medved’s opinion of the campaign (assuming he’s correct):
… [Medved] called the campaign a “scam” because, he wrote, it is merely an excuse for companies “to jack up their prices on ordinary merchandise to ridiculous levels, and not all the difference in price is actually going to the charity…” [Link]I’m afraid I’m too desi (i.e. cheap) to buy in. I’d rather buy the regular gear and send a check for the excess directly to the charity of my choice without having the Gap or whoever skim its percentage. To me, that’s the desi and desi(red) way of donating.








My favorite way to waste a lazy Sunday is with one fat newspaper and several cups of milky coffee. After a phonecall from home bearing bad news, those props were replaced by this iBook and several pint glasses of milky coffee + alcohol, on the rocks. That was one slightly bright spot on an otherwise bleak day; what I was chugging was delicious and that’s because it was by my design. Sort of. Okay fine, the drink that I want to take credit for right now is but a slight variation on the powerhouse “Martin Blanco” cocktail I’ve been fond of forever at Tryst (iced vanilla vodka + espresso + kahlua + amaretto + milk…shaken violently). Amaretto di Saronno was my Father’s favorite liqueur and I didn’t want to taste it on a day when I was already glum. I improvised.
I realize also that this article might make some readers a bit anxious and reflective. Please don’t reflect. I assure you that SM falls under the essential use category. 


