Welcome the new Art of Deception..

When I saw this full page ad in the newspapers recently, I was stunned.

I mean I KNOW Cuffe Parade. 

I had never assumed that it was going to be redeveloped into a much larger area – to boast ’63 residency towers and 22 acres’. I thought 22 acres from Cuffe Parade would take you to Dubai or something. 

And I felt regret. The ‘New Cuffe Parade’ sounded so tempting, but given that Cuffe Parade is like 50,000 – 100,000 Rs per sq. foot for an apartment, I just felt ‘left out’.

Then, the ad appeared again and again.

And finally I discovered that the ‘NEW CUFFE PARADE IS ACTUALLY IN WADALA – NEAR THE IMAX Dome! 

What an amazing case of Deception.

Actually, this case reminds me of French litigation on the USE of the word ‘Champagne’.

Successfully the Champagne Companies thave fought and won that the word Champagne CANNOT be used loosely because it directly relates to an image and perception and therefore PROMISE of Classic Champagne!

See – https://www.vinography.com/archives/2010/02/champagne_advertising_and_the.html

Now, I argue (funnnily on behalf of Cuffe Parader’s – where I DO NOT Live (though a south bombay lad nevertheless)):

– Cuffe Parade symbolizes the southern most and quaint sea point of Mumbai

– Its the home of rocky meeting places, the President Hotel, the entrance to Navy Nagar – its one of those landmark places where the new successful Indian live!

IT ‘IS’ CUFFE PARADE – Where dreams are made and the good life lived!

Therefore the word CUFFE PARADE CANNOT, AND SHOULD NOT be used loosely!

As a builder selling some silly land development somewhere, IT WILL surely work for him.

– I mean I buy some flat there and then go to a party and say ‘Hi – I’m Rodinhood. Mind it – NOT Robinhood but Rodinhood – with a D. Got It? Acha. And I live in Cuffe Parade’.

Now, no one will ever ask me OLD or NEW Cuffe Parade!!

– But when someone does come to my new home and get a broken back thanks to the bad roads and NON EXISTENT SEA VIEW – then that tells the visitor a warped story of Cuffe Parade that is not ORIGNALLY TRUE. 

By this, Mr. Builder and I would have done the most expensive and sought after address in Mumbai a BIG BAD FAVOR.

So all you Cuffe Paraders – fight this. I would if someone said ‘New Peddar Road’. 

And for everyone else – if someone Hijacks your brand that – call the Black Cats in. 

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