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Brands swing to the national tune

A more aggressive brand of nationalism is playing out in a bunch of new advertisements. Do brands gain from the strong desi pitch?

Micromax and Patanjali Ayurved are redefining the  all-Indian positioning for national brands
Micromax and Patanjali Ayurved are redefining the all-Indian positioning for national brands

Beitontelevision,overtheradioorondigitalmedia-itisimpossibletomissthemadscrambleamongbrandstopaintthemselvesinthebrightestnationalcolours.PatanjaliAyurved,exhortingconsumerstoburndowntheproductsofmultinationalcompanies.OrMicromax,askingconsumerstoprovetheirIndian-nessbygivingthethumbsdowntoEnglishinanad,whichironicallyhasagroupofgirlslearningballet,adanceformthatoriginatedinFrance.Anumberofstart-upsareplayingtheirIndiancardswithgustotoo,ridingwhatadvertisingexpertsterm,awaveofpopulist ...