For generations, Indians have proudly followed rituals that are centuries old. Passed down from our parents, to their parents, and then theirs before them, the line of inheritance is long!
And to make things even more interesting, no matter which part of the country you’re in, a variation of our day-to-day rituals can be found across states. Divided by language, united by our quirks.
Not just rituals—even the way we deal with everyday problems has been remarkably similar. An unsaid gesture that just works!
Question of the Hour: “Shuru Kisne Kiya?”
Someone at McVitie’s took it upon themselves to ask this age-old question: “Shuru Kisne Kiya?”
The brand’s ad campaign shows how every household does small things in sync, unknowingly.
From having dahi cheeni before leaving the house for any auspicious work, to using the space below the mattress to store things to be “used later”; from squeezing the last ounce of toothpaste before throwing it away, to the national gesture of apology when you accidentally touch someone with your feet (you just knew what that was, right?)—Indians are hard-wired to do certain things instinctively, yet we hardly know who started it all.
The ad playfully explores the idea by portraying so many habits we assumed were just common quirks. It concludes with yet another age-old ritual: having a biscuit with your tea—and, of course, sharing it with your loved ones.
So, Who Started It?
While all the questions posed bring a smile to our faces, no one actually has an answer to who started it. And honestly, who even cares now? We’ll probably keep doing all of this for centuries to come.
What we do know, however, is that Digestive biscuits were started by McVitie’s.
The Logical Indian Take
At The Logical Indian, we believe that these unanswered quirks, rituals, and gestures are what truly unite us as a nation. As long as something is done with the intention of being polite and positive, does it even matter who started it? If it works, it works.
With a baking heritage of 186 years, McVitie’s has been the “True Original” of digestive biscuits and continues to lead the industry with its outstanding quality and taste.
