The power and longevity of a memorable brand jingle!
There is a story behind why was this jingle conceived.
In 1976, the Central Excise Department sent a show-cause notice to Vicco Laboratories as to why Vicco Vajradanti (toothpaste) and Vicco Turmeric (cream) should not be 1/7
There is a story behind why was this jingle conceived.
In 1976, the Central Excise Department sent a show-cause notice to Vicco Laboratories as to why Vicco Vajradanti (toothpaste) and Vicco Turmeric (cream) should not be 1/7
2/7 considered as cosmetic products instead of ayurvedic products and taxed accordingly. The commissioner had then ordered in 1977 that these products be taxed as per the 'cosmetics' rate.
Vicco challenged this order in a civil court in Thane, 1978. In 1982, the dispute was
Vicco challenged this order in a civil court in Thane, 1978. In 1982, the dispute was
3/7 settled in favor of Vicco. The Excise Department appealed to the Bombay High Court.
In 1988, the Bombay High Court too judged in favor of Vicco, holding that these were indeed ayurvedic medicines.
But in 1986, under the newly introduced Central Excise Tariff Act 1985, the
In 1988, the Bombay High Court too judged in favor of Vicco, holding that these were indeed ayurvedic medicines.
But in 1986, under the newly introduced Central Excise Tariff Act 1985, the
4/7 revenue authorities once again sent a show-cause notice to Vicco. And since then, the case has been going on and on with multiple show-cause notices and multiple counter-claims by Vicco. (Source: bit.ly/viccoturmeric)
5/7 But when the issue first made news in the late 70s, Vicco wanted to assert to the buying public that their products are ayurvedic and not cosmetic, while they legally fight the tax claims. So the first 3 lines of the jingle spell out the crux explicitly. And that's why the
6/7 jingle came into existence. It's a little too literal as a response to the tax claims, but it worked both ways - towards the public, and towards the revenue authorities!
And here are millennials/youngsters recalling every line of that jingle for fun, on Twitter!
And here are millennials/youngsters recalling every line of that jingle for fun, on Twitter!
7/7 PS: The 5th line is "Haldi chandan *ke gun* isme samaye".
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