Had a say on the brand appeal of MDH's Dharampal Gulati, for Indian Express, today, courtesy @bysurbhigupta: bit.ly/36Cd4oI
More on the point I had made:
Many entrepreneurs have been their own product/service's brand ambassadors and Dharampal Gulati too used to 1/5
More on the point I had made:
Many entrepreneurs have been their own product/service's brand ambassadors and Dharampal Gulati too used to 1/5
2/5 appear in MDH Masala ads. But he had an additional media vehicle to have his face imprinted in our minds - the product packs! He was probably one of the early Indian entrepreneurs to be both mascot as well as the owner! So it becomes pretty difficult to miss him, or ignore
3/5 him, since he was in front of us via so many touch points (limited only by the extensive range of products MDH had). Other entrepreneurs who were their product/service's brand ambassadors in mass media have been spoken about in pop culture too, but many have been made
4/5 fun of, for overexposure or for corny mannerisms. For example, Country Club's Rajeev Reddy. But Dharampal Gulati was a more humble and simple fixture in MDH's packs and product ads. That, clubbed with the fact that, to many people, he seemed always 'very old' and that people
5/5 do not recall any other avatar of the man, made him a legend, I believe. That consistency of his appearance over many, many years could be the reason why he also become an internet meme sensation.
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