January 20 2009 is marked in history as the day America swore in its first black President. What went into the making of brand Obama, and can an Indian politician usher in a consumer revolution? Bhairavi Jhaveri and Anjana Vaswani find out

Quirky T-shirt brand Tantra's latest range sports Barack Obama portraits. Available for Rs 295 at Khupsons-Narisons, next to Leopold Cafu00e9, Colaba Causeway. Pic/Vishal Kelkar

The 44th President of the United States, Barack Husein Obama may have his share of work cut out for him.

Even so, just the mention of his name is enough to cast a spell and conjure up hope in the hearts of many.

What causes the Obama infection, and why is it spreading like forest fire?

Race: "Rosa sat so Martin could walk; Martin walked so Obama could run; Obama is running so our children can fly," went a popular slogan during Obama's campaign, leaving little mystery around why experts attribute much of his appeal to his family history. Under the guidance of political-consultant David Axelrod, Obama's campaign involved an unabashed exploitation of his multiracial heritage. Obama's father, a Kenyan goat-herder, was born in Nyanza, and met his mother Ann Durham, a white Kansas-based lady at the University of Hawaii. Barack was born in Honolulu but was not raised under his father's care. Obama's mother later married an Indonesian, moving to Jakarta, where Obama schooled till the age of 10. It is the diversity in his ethnic background that experts believe, associates him with the promise of hope and opportunity.

Who could play the race card? Uttar Pradesh CM and BSP supremo Mayawati (Her platform: She belongs to the Dalit minority group)

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