Does anyone today remember Afghan Snow, the original fairness cream that used to be advertised on Radio Ceylon? Or for that matter Charmis Cream that used to be marketed in fancy glass container with pink cap? Binaca toothpastes had 3 variants – green, top and flouride and all three packs had miniature animals inside that children used to collect fondly, while Forhans had original that didn’t foam and a flouride variant that was more normal! Signal had stripes, though Maclean’s never attained big popularity! While vestiges of Ambassador and Fiat can still be seen on the roads of Kolkata and Mumbai respectively, Standard is consigned to history! I just read about the plans to revive iconic motorcycle brand “Java” that once formed one part of the troika, others being Yezdi and Rajdoot! I don’t think many people would have heard about Dalima or JB Mangharam, two iconic biscuit brands that no longer exist. How about Flag mint bar that had a flag of one of the countries inside the wrap, avidly collected by children? Delite and Petuit Berry were super popular biscuits that ceased to exist even though the company making them is going strong! Once famous and almost monopolistic shampoo brand Halo is seldom seen on shop shelves!
It takes years of hard work, advertising support, marketing efforts for a brand to catch fancy of the consumers, but several brands lose out even after attaining iconic status. This could be ascribed to new technology (automobiles), competition (toothpaste, biscuits), lack of innovation (cosmetics, toiletries) or failure of the company making a particular brand to survive! Under the circumstances long surviving brands like Colgate, Coke, Lux, Parle G , Bournvita etc deserve a salute! I think a brand needs an emotional connect with consumers to survive in long run.