Tagore Endorsed Brands - Had Nationalist Agenda
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The Nobel Laureate Rabindranath featured in over 100 advertisements, promoting ghee to face creams to harmoniums. Nationalist Agenda Almost all the companies or products that the creator of "Gitanajali" endorsed were by indigenous companies who struggled to compete with foreign or established brands. He considered it his duty to support the Swadeshi enterprises. It was his nationalist agenda. The ads covered a wide variety of products, including books, stationery, medicines, cosmetics, food products and musical instruments. The Western World thought it was impossible to substitute animal fat, in the soap-making process. But Ardeshir Godrej seized the opportunity and in 1919, launched the world’s first pure-vegetarian soap, made from vegetable oil extracts. The brand was called Chavi. The Godrej soap ad featuring Tagore's photograph appeared in a host of newspapers across the country. Endorsing Radium Snow cream , Tagore wrote that those who use beauty products like