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86%
3.87 

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TAJ MAHAL
Feb 03, 2004 07:10 PM 2517 Views
(Updated Feb 24, 2004 03:10 PM)

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Where love survives like nowhere else


Unreal like Nirvana, as real as tears;


Undying marble refusing the years.


Here, give the Taj to the one you love


That's why it came to be, so gaze.


No, the Taj could be nowhere else


For India is where love stays.


It is as though he did not leave a single sliver of marble unturned. To give india the brand no one else has or could, before or after him. Yes, Shahjahan would go down as a miracle worker among brand architects. For the Taj was born eternal.


Imagine its first glimpse, its inaugural release !Without a launch conference, without sirens or anthems, without security or VIP enclosures or a fanfare of a surprise revelation. A mourning emperor would not need or want that. Nor would the Taj.


Every human being born in the world should see the Taj of Agra, India, at least once. It is not too much to ask. Ask any lover, any aesthete, or just plain anyone who has set eyes on this vision.


Its not the gasp of the marble in stunning symmetry, or the enticing inlay, or the magically unerring proportions:its the sheer unreality of it. Right there infront of your eyes. And every indian at some point has said to himself, thank God its ours, its india's.


No Indian, indeed no viewer, can ever be blase about it. Rather more than other wonders of the world, it is a brand. Because it is built on emotion, drenched in it. Canny that monarch was, would'nt u say? Every spin-off of the Taj has paid off: the hotels are as celebrated as the tea.


Creative sods, each one of us, perish in the hope of more and caring investment in the brand that we agonise over. Shahjahan held back no investment. Not the untold fortune. Nor the twenty two years of restraint in using the choicest rarest talent; nor any dearth of expert international outsourcing! He himself survived every other campaign but greyed and died in this one.


Love is the greater brand idea than any other.


It lives, touches, includes, well...everyone


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