This was possibly the first-ever India-specific marketing campaign. Put together in 1939 by Harvey Duncan of Lintas, the campaign ensured that the palm tree logo became familiar across the country.
The campaign also featured innovative packaging - a square 10-pound tin, a round 5-pound tin and a special 1/4 pound tin for sampling, all in a distinctive green-and-yellow combination. For which venerable Indian product was this campaign launched?