Advertising, Brand and Consumer Behaviour (The Indian Context), Ist Edition by Pearson

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Ayush Toothpaste

Ayush is a brand from Unilever India that is associated with Ayurveda (HUL, 2017). It was essentially created to compete with several other brands that had come out with herbal offerings at that time (Sarkar, 2015). It is extremely interesting to note that Unilever India, a company that holds well-established positions in several personal care categories, has intensified its efforts to market the Ayush brand.

Unilever India is known for its competence in positioning brands. Accordingly, the Ayush brand makes use of the associations connected with Ayurveda, and its advertisements mention that the offering is created based on 5,000 years of expertise in Ayurveda (of Indian origin; see Ayush video reference). This strong association, ...