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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

Be it on television, over the radio or on digital media - it is impossible to miss the mad scramble among brands to paint themselves in the brightest national colours. Patanjali Ayurved, exhorting consumers to burn down the products of multinational companies. Or Micromax, asking consumers to prove their Indian-ness by giving the thumbs down to English in an ad, which ironically has a group of girls learning ballet, a dance form that originated in France. A number of start-ups are playing their Indian cards with gusto too, riding what advertising experts term, a wave of populist ...