How Asia's ecommerce giants are burnishing their brands

Global ambitions and investor pressure prompt internet firms in China and India to change advertising tactics, writes Clarissa Sebag-Montefiore.

Last Mother’s Day, Chinese internet giant Tencent released a video. A young man thanks his mother for bringing him into the world-by bringing her into his. He shows her the wonders of technology by providing a sweet handwritten guide. He lessens her burdens by showing her how to shop online and shares his achievements from thousands of miles away via an online link. 

Tencent hired Fred Farid to make the video as part...

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