The death of the fiat kaali-peeli taxi: is Mumbai missing a trick in nostalgia marketing?, ET BrandEquity

Kaali Peeli Taxi Last Day: Fifty golden ‘black cabs’ were produced for the Queen’s Golden Jubilee celebrations in London in 2002. Enhancing a cultural symbol of London, and contemporising it. Could we have done something similar with the fast depleting Fiat fleet? Methinks it was do-able. And possible. Provided the mandarins of the city understood the value of the “sights, sounds and smells” of the city and learnt to value them.

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