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Pyaar Ki Barni

One, it uses the same basic concept of food/taste as a way to trigger specific memories/people very effectively, totally in service of the product. Bail Kolhu brand of mustard oil was launched in India in 1986, so it is contextually accurate and appropriate within the narrative that involves remembering the mother who used to make pickles using the same oil (many years ago). This establishes the 35+-year-old legacy of the brand. Two, within the Raksha Bandhan theme, it has the brother, in work formals, heading to the kitchen and, making with his own hands, fresh pickle just the way their mother used to. And here, the brand's connection is aptly brought to the fore.

Karthik Srinivasan ( LinkedIn)


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