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Next day the salesmen went back to the retailers and collected back the cash or the stock. Now the market was without Nirma. But in the following month, the media was bombed with an advertisement campaign which went on to become one of the most famous and memorable campaigns of all time, Washing powder nirma, washing powder nirma..!

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Nirma’s success is synonymous with its advertising and marketing strategy. When Karsanbhai Patel, the founder of the brand, started selling his detergent powder, he decided to call it Nirma, derived from the name of his daughter Nirupama. In the early years, the Nirma packet featured a lady washing …

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