(On the eve of General Elections, 2014)
My toothpaste doesn't work anymore. Do you think I need to change the brand?
My favorite brand has doubled the adspend, but has been losing its old
appeal. Gone are the claims of pearly white teeth, when what comes out
of the tube is rather blackish. Somehow
its name now resonates with something having to do with governance in
India. A mere toothpaste brand and governance? I would think it was a
good marketing boost.
Some friends tell me it is the other
smaller brands that have got together to tarnish the leader of the pack.
Some even claim that there is a foreign hand in it. Then some thought
that you could squeeze and squeeze the tube and it would oblige
endlessly. Even the family pack finally gave in. They say that the
family now keeps its toothpaste in buckets. Me and my poor toothpaste!
They assure me a new branding exercise is round the corner and I could select another one if the old one has lost it.
