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Only Vimal. Only Dhirubhai.

One of the most fascinating anecdotes I have heard relates to Vimal, Dhirubhai Ambani and brand building. And it is perhaps more relevant today, than in 1987 when it was first heard. Dhirubhai Ambani, in the mid eighties used to actually decide on advertising campaigns (it was only later that he began deciding who would be king). Dhirubhai as the anecdote goes, was briefing the ad agency. And he said, "Only Vimal has the most sophisticated plant." "Only Vimal uses merino wool". "Only Vimal has the most designs". Only Vimal.... And very soon, a bright (or is it lazy) copywriter came back with the tagline "Only Vimal" which Dhirubhai bought.
And the rest as they say, is history. This anecdote holds a few lessons for today's brand managers.

- You can analyze till the cows come home but at the end of the day,
you must take a decision.
- Once you take a decision, stay with it. Don't vacillate or chop and change.
- Think long term. Think consistency. Vimal has stayed with the......


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Approximate Word Count: 432
Approximate Pages: 2 (250 words per double-spaced page)

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