Advertisement
Sunday, Oct 17, 2021
Outlook.com

Old Drugs, New Bottles

It's a catchy combo: ayurvedic herbs in modern 'clinically-tested' capsules. But how effective are they?

Old Drugs, New Bottles
Old Drugs, New Bottles
outlookindia.com
-0001-11-30T00:00:00+05:53
It's a clever ad with a subtle import. The old lady, graceful and unassuming, offers the Ayurvedic Concepts product to a bunch of mtv kids who, with typical mistrust and ridicule for things old-fashioned, can't suppress giggles. More amused than fazed by this reaction, the lady launches into an elaborate defence, in the parlance of modern medicine, of the efficacy of the product. The kids are taken by surprise, their expressions turn into a mix of incomprehension and awe. If you still haven't got it, the old lady represents Ayurveda itself. And the kids? Well, the general modern scepticism towards traditional medicine.

The ad marks a trend: the reinvention of a hoary healing tradition in the crucible of modern science. As drug companies know only too well, the label 'scientific' clicks well with the educated urban mindset. For many people, what ultimately works is what matters, and legions still visit the good old local vaidya. But for a growing number of informed urban consumers, the quality, packaging and aesthetics of the product does make a difference. To these, the stamp of...

Advertisement

Outlook Newsletters

Advertisement
Advertisement
Advertisement

Read More from Outlook

Priyanka Gandhi To Represent Congress In Upcoming Uttar Pradesh Polls

Priyanka Gandhi To Represent Congress In Upcoming Uttar Pradesh Polls

The party's newly-appointed election campaign committee chief P L Punia announced the decision on Sunday, saying Priyanka Gandhi is the most popular political figure in UP at present.

Kerala Rains: Death Toll Touches 19, Amit Shah Assures Help As Rescue Operations Continue

Kerala Rains: Death Toll Touches 19, Amit Shah Assures Help As Rescue Operations Continue

The National Disaster Response Force (NDRF) has deployed 11 teams for search, rescue and relief operations in the state following incessant flooding and landslides since Saturday.

Going By The Book? BCCI Invites Application For India Post After Dravid 'Deal'

Going By The Book? BCCI Invites Application For India Post After Dravid 'Deal'

It is a foregone conclusion that Dravid, who is currently heading the NCA, is set to take over unless something miraculous happens.

Kashmir LG Terminates Geelani’s Grandson Anees-Ul-Islam From Service

Kashmir LG Terminates Geelani’s Grandson Anees-Ul-Islam From Service

The government has so far dismissed over 20 employees from service on accusations of being a threat to the security of the State.

Advertisement