Vocal for Local

The Prime Minister's recent ‘vocal for local’ call has struck a chord among top consumer-facing companies such as ITC, Parle, Amul and Dabur. They are now tweaking their advertisement campaigns to lay emphasis on their desi roots to woo consumers. Amul, which has been using this theme for decades, want to step up its efforts, while Dabur wants to use it to evoke interest in Ayurveda. Even consumer electronics brands such as Voltas and Godrej want to join the bandwagon. But will it help boost sales? Experts feel only if the product is of good quality.