How ‘Sholay’ became India’s OG brand IP, and why marketers still can’t let go

Fifty years on, Sholay remains a marketer’s goldmine. From cement and telecom to Gen Z memes, its characters sell, its catch phrases convert, and its cultural cachet refuses to die.

​Fifty years on, Sholay remains a marketer’s goldmine. From cement and telecom to Gen Z memes, its characters sell, its catch phrases convert, and its cultural cachet refuses to die.