A short story on the OG brand influencer of India.
Rabindranath Tagore.
Yes, the Nobel laureate endorsed products long before it was cool. Here’s how…
Tagore, known as the symbol of India’s cultural rebirth, wasn’t just a poet; he became the face of Swadeshi marketingduring the British era. Brands eager to ride the Made-in-India wave found their perfect icon in him.
From endorsing handmade Swadeshi goods to supporting indigenous industries, Tagore’s influence transcended literature. His image embodied India’s cultural and economic self-reliance—the ultimate influencer vibes.
Tagore wasn’t about selling products; he was selling an idea. His “endorsements” were rooted in the vision of a self-reliant India—making him the influencer with a purpose.
Tagore endorsing Kuntalin hair oil, created by Hemendra Mohan Bose – an Indian entrepreneur who was also one of the early pioneers of color photography in India.
He wrote in the magazine Prabasi to endorse Hemendra Bose’s company.
“কেশে মাখো ‘কুন্তলীন’।
রুমালেতে ‘দেলখোস’।
পানে খাও ‘তাম্বুলীন’।
ধন্য হো’ক এইচ বোস। ”
(“Apply ‘Kuntaleen’ to your hair. Use ‘Delkhos’ on your handkerchief. Chew ‘Tambuleen’ with your betel leaf. Hail H. Bose!”)
Tagore endorsed Napier’s Paint Works, writing in 1939: “The founder of this factory, who through difficult steps has reached a remarkable height of success, deserves the gratitude of his countrymen.” The company still exists today.
In 1921, the poet was featured in an advertisement for Godrej soap, a product of an indigenous company. There, he wrote: “I know of no foreign soaps better than Godrej’s, and I will make a point of using Godrej’s soap.”
On March 25, 1989, ABP published an ad for Dwarkin & Sons Private Limited (Kolkata), founded by Dwarkanath Ghosh. The advertisement featured a letter expressing Rabindranath Tagore’s opinion:
“There is no doubt that your instrument is especially suitable for Indian music. I wish to purchase this instrument. Please send me its price in writing.”
Rabindranath Tagore’s Words on Sree Ghrito (Ghee) “With the deterioration of ghee in Bengal, liver ailments have also become rampant. I hope Sree Ghee alleviates this hardship and supports Bengalis in sustaining their lives.”
The Eastern Railway of India used the opening lines of Rabindranath Tagore’s famous poem Hothat Dekha from the Shyamali collection as an advertisement:
‘রেলগাড়ির কামরায় হঠাৎ দেখা, ভাবিনি সম্ভব হবে কোনো দিন।’
(A sudden meeting in the railway carriage, I never thought it would ever be possible.)
Tagore wasn’t just featured in advertisements for indigenous products; he also appeared in ads for foreign brands. In a British-made Bournvita advertisement, alongside his photograph, a line signed by him shared his opinion about the product:
“I have benefited from consuming Bournvita.”
Tagore even wrote for KLM Royal Dutch Airlines: “I have made a comfortable and successful journey from Kolkata to Iran, thanks to this Dutch Airlines company.”
Sources:
রবীন্দ্র প্রসঙ্গ: আনন্দবাজার পত্রিকা ১ম খন্ড (Ananda Bazar Patrika, Rabindra Prosongo, First Edition)
বিজ্ঞাপনে রবীন্দ্রনাথ, সমরেশ্বর বাগচী (Rabindranath in Advertisements By Samarjeswar Bagchi)
