hat is it about a spotless white kurta on hubby dear that becomes a matter of pride and honour for the everyday housewife? Or for that matter her crisp white saree that draws snide remarks and envious glances? As advertisers would have us believe, it speaks of a wise and discerning homemaker, who knows the difference between the �white�, the �whiter� and eventually the �whitest�.

David Ogilvy had famously remarked, "The consumer isn�t a moron. She is your wife." Ask any ad agency that has hosted fervent brainstorming sessions over endless cups of coffee and you�ll know that selling laundry soaps and detergents or fabric bleach to the consumer is not an easy task. ... more