How to paint your marketing Green!
02/09/2023 Leave a comment
Eight Forms of Envy that can change your marketing
“Bhala uski saree meri sareese safed kaise?” (How can her saree be whiter than mine?).
Apart from thousands of parodies, this single line has been iconic, powerful and timely, in capturing a unique insight of Indian society at the time!
The story of its development goes somewhat like this…
Having recently started its journey towards modernization, the 60’s / 70’s India, on one hand saw many early achievers flashing their new-found prosperity and good life. On the other hand, an undercurrent ran among many others who saw this success through the green lens of comparison.
Seeing this as an opportunity, Lintas-India team, rightfully observed that:
Deep inside, men & women by nature, get uncomfortable, and envious of achievements of peers.
And the RIN’s iconic line was born!
The male version of the TV ad became more popular:
“Bhala uski kamiz meri kamiz se safed kaise?” (How can his shirt be whiter than mine?).
The insight has been so powerful, that it was capitalized upon umpteenth number of time, not only by the brands from the Unilever stable, but also by thousands of other brands in India thereafter.
Today, if there’s one unique emotion that can epitomize Indian society, then it’s Envy. It cuts across religion, caste, status, position, profession, and whatnot! In the capital city-state of Delhi many generations and communities grew upwardly mobile and prospered, just by fanning this little green emotion! Continue Reading…
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