It was in the 1920s and 1930s that radio caught the imagination of Americans. Procter and Gamble (P&G) took the opportunity to sponsor programmes, thus giving birth to the term ‘soap opera’. All of a sudden, something changed in 2010. The maker of Tide detergent and Ivory soap discovered Facebook, Twitter, YouTube and its countless cousins. By the end of 2010, P & G announced that it had bid good bye to its association with soap operas and instead embraced social media. In India, P & G’s global rival Unilever too is moving along similar lines.