Swimming Against the Current Yet Staying Strong!—A Case of Boroline

Abstract

A brand might achieve a lot of success throughout the course of its product life cycle, or it might lose its sheen over time. Brand revitalization is a remedy for providing a dying brand with a new lease on life. This case study presents the story of Boroline, a well-known creation from Gourmohan Dutta in 1950s, that had lost its relevance in the 1990s and made a comeback in 2000 onwards in one of the fastest growing markets in the world, that is, India. By comprehending how Boroline was able to reclaim prominence through time, the case presented an idea of brand revitalization from an Indian viewpoint. This case study discloses many open-ended questions related to root cause of real-world problems and wants students to explore potential solutions. By conducting a case study evaluation, students could develop the creative skills of thinking out of the box about selecting best solution for emerging challenges, decision making in complex situations, coping with ambiguities.