WHAT IS MOUTH PUBLICITY?

WHAT IS MOUTH PUBLICITY? THE ADVERTISEMENT YOU NEVER
PAID FOR What happens when your customer starts selling your product
without being asked, without being paid and without you even being present?
That is mouth publicity. A casual Sunday lunch gave Dr. Abhishek
Gilara a powerful reminder of this timeless business principle. His wife
asked relatives about a century-old silver vendor in Kolkata. One praised the
quality. Another praised the variety. Another remembered products
purchased years earlier. Another spoke about reliability and the company’s
refusal to compromise with quality. Within minutes, a potential customer
had practically made up her mind to visit the store. No salesman was present.
No advertisement was running. Yet the sale had already begun.
In this book, Dr. Abhishek Gilara explains his simple 95:5 philosophy of business: 95% PRODUCT. 5% MARKETING.
Marketing is the salt. The product is the bread. Marketing can make people notice you. Product makes
them remember you. Marketing can bring the first customer. A great product can make that customer bring the
next one. Through lessons drawn from jewellery, heritage business, craftsmanship, design, customer behaviour
and his own entrepreneurial experiences, Dr. Gilara explores why extraordinary products create something
money alone cannot buy: genuine recommendation. The central question of this book is therefore not: “How do
I get more people to see my advertisement?” It is: “How do I create something so good that people advertise it
for me?” Because your strongest advertisement may never appear on television, social media or a billboard. It
may happen around a dining table. At a wedding. Between two friends. Inside a family. In a room you will never
enter. Someone will ask: “How are they?” And another person will answer: “Very good. You should buy from
them.” That single sentence may be worth more than an entire advertising campaign. DON’T ONLY CREATE
CUSTOMERS. CREATE CUSTOMERS WHO CREATE CUSTOMERS. Make the product your first advertisement.
Make the customer your second. Let marketing amplify both.