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.

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.

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

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