t is comeback season in Indian advertising. After Fido Dido in 7 UP (The Brand Reporter, June 1-15) and the Devil in Onida (The Brand Reporter, September 16-30), it�s the return of Charlie in Reckitt Benckiser�s Cherry Blossom.

Charles Spencer Chaplin made his Indian debut via a Cherry Blossom TVC in the 1980s. His association with the brand lasted till 1994 after which he disappeared from the screen. In 1997, Cherry Blossom advertising took a �social-embarrassment� route, and tried to cajole users with the tagline, �Dikh Raha Hai Sab� as a market-expansion gambit. ... more