Amaladass, Anand2019-09-252019-09-252009-11-0520091940-1485http://hdl.handle.net/20.500.12424/173725While concepts like human rights, democracy, ecology, consumer forum, etc. are well developed in the West, the response from Asian countries has been rather ambiguous, tending towards uncritical and unsuitable imitation of Western norms or outright rejection of anything coming from outside. Clearly, even if the impulse comes from outside, the real change in attitudes and value perceptions can only take place only from within the society itself. Referring to the native wisdom tradition is a way of building bridges that assures self-confidence that the new concepts are not unknown to the ancients. So a meaningful interaction on an equal footing is thereby possible. This paper refers to values from Tamil traditional wisdom that may shed light on social marketing, in today’s human interaction. This is also linked to the notion of spirituality, with its foundations in the historical consciousness of human beings. Keywords: inter-cultural dialogue, spirituality, values, tradition, advertisingengWith permission of the license/copyright holderintercultural valuesdialogue (interreligious)spiritualityconsumerismReligious ethicsComparative religion and interreligious dialogueArticle