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The packaging for Bao Boon Jin detergent: The brand takes its name from a famous 11th-century jurist from China's Northern Song Dynasty.
Boonsithi Chokwatana

The power of advertising: Saha Group chairman's story (14)

How to link detergent brand with smash-hit TV character

Boonsithi Chokwatana | Thailand

Boonsithi Chokwatana is the Chairman of Saha Group, Thailand's leading consumer products conglomerate. This is part 14 of a 30-part series.

Advertising has played a major role in the growth of Saha Group. In 1964, when we were desperately trying to grow the sales of toothpaste and powdered shampoo through our partnership with Japanese consumer products maker Lion, my father had the idea to establish Far East Advertising, Thailand's first advertising agency.

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