IDHAR UDHAR KI BAAT 144 — COLGATE, XEROX... AND SOLDIER Brig PS Gothra (Retd.)
" Saab, Paytm kar ke WhatsApp kar dena," my car cleaner said about renumeration after cleaning my car. I smiled. In one sentence he had unknowingly narrated the history of modern branding. He neither expected me to use Paytm nor insisted that I send him a WhatsApp message. The money could go through PhonePe, Google Pay or BHIM. The message could be an SMS. It didn't matter. The brands had quietly swallowed the products. Growing up in Punjab, I suffered from the same confusion. I genuinely believed The Tribune was another word for an English newspaper. Likewise, every photocopy was a Xerox . Every digging machine was a JCB . Every instant noodle was Maggi . Every rugged four-wheel drive was a Jeep . Then came Close-Up. One of the cleverest advertising campaigns of my youth asked, "Kya aap Close-Up karte hain?" Notice the brilliance. The advertisement wasn't asking, "Do you use Close-Up?" It was trying to make Close-Up replace Colgate in everyday...