If you have done a double flip at Gap's campaign featuring Penelope Cruz with the word Desi(Red) emblazoned on her, you are mistaken in your desires.
Desi hasn't gone mainstream. Rather, it is a play on Gap's product Red line targeted to support the Global Fund to Fight AIDS, Tuberculosis, and Malaria in Africa.
The campaign featuring celebrities like Chris Rock, Jennifer Garner, Christy Turlington, Dakota Fanning, Steven Spielberg, etc. encourages people to "Do The (RED) Thing," by playing off such words as INSPI(RED), BO(RED), EMPOWE(RED), ASSU(RED), ENDU(RED), DISCOVE(RED), etc.
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