time). That was a brave and lonely attempt to show gay normalcy by a brand known for its masculine qualities. A social revolution in 25 years has caused what seemed unacceptable to become not just normal but normal in the most apparently extreme redoubts of masculinity. So one further communications impact of the digital world has been the opening of social silos. Brand owners have quickly realized that the targeting efficiency of the internet allows them to reach discrete groups, and, more importantly, to become accessible through relevant content to them. But then the lids have come off all together: slipstream is turning into mainstream. Red Label tea, a staple in India and Pakistan, put a transgender band as ambassadors for its product, making a strong cultural statement in the process.