“…In this new manifestation of James Bond movies, the iconic James Bond character is replaced by a veteran Indian actor, and Bond's 007 code is replaced by the symbol of the sacred sound, om . According to his literary creator Ian Fleming, Bond was supposed to be ‘a fit, masculine, virile, heterosexual, (Cambridge) educated professional man who could manipulate and intimidate men and when needed charm and seduce women, whilst retaining a well‐honed capacity to escape from mortal danger if need be’ (Dodds & Funnell, 2018, p. 3). However, in the tweets in Table 3, the very character of James Bond as a suave British secret agent is transformed into a god‐fearing and virtuous Hindu male who wears an Indian outfit ( kurta ), prays at a temple, and purifies his vodka with holy basil ( tulsi ).…”