People usually justify being selfish by placing their own needs higher than any others. When war breaks out, the rules are much harder to enforce. So it’s as if everything is fair. Does marketing also follow the same principle or there is something more to it?

Everything isn’t fair, but in war, you act as if you can do what you need to to survive. Because if you don’t behave that way, you’ll be killed. In love, when a man is competing for a woman with other men, the prize is so great, that the rules of fairness are dispensed with. It’s not like you can justify this, except to say that when your own person good is concerned, you’ll do anything.

But the truth is that people usually do follow the rules of war and the rules of love. So they don’t behave as if all is fair. Most people still follow rules in love and war. It’s probably not wise to do so, though.

Charu Raizada speaks to Harish Bijoor and Subhash Kamath and tries to decipher this marketing mantra in light of the recent soap war between Sebamed and HUL.

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All is Fair in love and war is often said and practiced by those who believe in achieving their goals by any means.

Author Mr. John Lyly

All is Fair in love and war is often said and practiced by those who believe in achieving their goals by any means.

In the modern world Love is compared to war. The pain caused by rejection often hurts the ego. To gain love by any means is the crux for the person involved.

Some people take certain deeds in the manner of war like situations, like getting Jobs, promotions, earning money by any means, and when they do succeed they often say Everything is fair in love and war.

So, in fact this proverb has become an alibi to justify someone’s actions which may be either morally and ethically correct or incorrect.