You said that there is some outstanding work which will appear on Rin. What is that all about?
A. Im pretty excited about what Im doing for Rin. Rin has always been about whiteness. But its not the only brand that stands for whiteness. Most detergent brands have a similar proposition. There lies the challenge. But the process of finding an emotional connect with the consumers mind is greatly fascinating for me. Theres some good work coming out on DTC as well for the gifting season.Q. What about the cola wars? They seem to have died down of late…A. The last cola brand that I worked on was Thums Up, while at Leo Burnett. Working on it was pretty interesting back then, as there werent too many huge brands I had handled by that time. I think cola brands, as a segment, are probably in the process of taking a good, hard look at the entire category and themselves. This is happening because each brand is trying to reinvent itself. First these brands were about this versus that. Some brands had even built their equity around spoofs on other brands! But now what is more important is gro
