A brand founded in 1905 whose 'Give me Red' tagline took the MTV generation by storm is getting new owners -- the Burman family of Dabur. But will the magic of dry cell batteries work now? Host Ratna Bhushan takes a trip back in time to find out how the campaign got created, caught on, and became a cult with the man behind it all Roshan Joseph, Independent Director of Eveready and seasoned marketeer Lloyd Mathias who feels the brand still can pack a punch.

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