We Bet you didn't Know About Rabindranath Tagore's Brand Endorsements

Apart from being a prolific writer, poet, playwright, composer, philosopher, social reformer, and a polymath, Robindranath Thakur (the name he was born in a Bengali family) was a great endorser. This may sound a little weird to many, but it is believed that the creator of Gitanjali endorsed over 100 brands during his lifetime. These endorsements spanned a wide range of products, from ghee and face creams to harmoniums and books. But all of this was done with a greater purpose. His involvement in these advertisements was primarily driven by his nationalist agenda and a desire to promote indigenous products during the Swadeshi movement, which aimed to promote Made in India goods. Here are a few brands that were endorsed by the Bard of Bengal. 

Godrej 

Godrej, a brand that is known for consumer products, properties, agricultural and other products today, started with the production of the world’s first pure-vegetarian soap, made from vegetable oil extracts in 1919. This soap was made to oppose the use of animal fat in making soap at that time, which was widely adopted by the British. As freedom fighters were the true faces of India during this era, Godrej had their vegetarian soap endorsed by Rabindranath Tagore and other freedom fighters. 

Jalajoga

Established in 1934, Jalajoga is an iconic brand from Bengal that is known for all things mishti, sweets and cakes now. The brand, even today, sometimes uses Rabindranath’s iconic face outline on their endorsements. In an ad that became famous during that time, Tagore says, “I tasted the sweets prepared by Jalajoga. It is satisfying. It has a distinct taste, which is why it is to be appreciated. The curd (dadhi) that was served with it deserves special praise.” 

Kuntalin Hair Oil 

The founder of the famous Delkhosh perfume had also started making hair oil under the company 'Kuntalin,’ which was endorsed by Tagore. Regarding Kuntalin Hair Oil, the poet said, "We have thoroughly tested Kuntalin oil for two months. A relative of mine had been experiencing hair loss for a long time. By using Kuntalin, new hair has grown within a month. This oil is fragrant, and its scent does not turn unpleasant over time." Are you losing out by not using Kuntalin? Think about it. 

Dwarkin & Son

Another company that Tagore promoted was Dwarkin & Son, a prominent Kolkata-based musical instrument retailer and manufacturer, particularly known for its long history of making and selling harmoniums. The company was founded in 1875 by Dwarkanath Ghose, initially as D. Ghosh and Sons. Dwarkanath was a friend and patron of Rabindranath Tagore's elder brother, Jyotirindranath Tagore, and the writer himself, being a music lover, promoted the brand. 

Napier’s Paint Works 

Tagore had also endorsed Napier’s Paint Works, writing, “The founder of this factory, who through difficult steps has reached a remarkable height of success, deserves the gratitude of his countrymen.”

Radium Cream 

He was also involved in endorsing a face cream from the brand Radium. Endorsing Radium Snow cream, Tagore wrote that those who use beauty products like snow, cream and perfumery products will find it as good as the foreign ones. Although the company no longer exists, these words of Tagore remain in their archives. 

Cadbury Bournvita 

Other than the indigenous brands, he was also featured in the famous and most talked-about Cadbury Bournvita advertisement. An ad, along with his signed quote and photograph, mentioned, “I have benefited from consuming Bournvita.”

KLM Royal Dutch Airlines

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."

Along with these, he is believed to be associated with endorsing and promoting many institutions, publishing houses and brands.