First we saw how Colgate is trying to position itself in a position that is already occupied by arch rival Oral-B. Then there was Havell’s, who copied the idea of doorbells delivering shocks from Anchor. Then it was Samsung Guru and Idea on the tourist-guide-meets-foreigner-tourist-and-communicates-with-the-mobile-phone- in-a-special-way concept.

And today I noticed something. Not only did Tata Motors launch a vehicle named “Magic” (remember that Airtel’s prepaid service has been called “Magic” ever since it acquired Spice’s networks), but take a look at their identity, and then see Airtel Magic’s identity.