During the National convention organised by FSMF on arriving at accountability standards for Civil Society Organisations in India, there was a reference made TWICE to an old advertisement that appeared both in print and in the television. It was the NECC ad titled, Sunday ho ya Monday, roz khao ande!
The context was the need to have a unified narrative that is strong and clear. The NECC ad was about the egg, not about one poultry farm or a particular shop. It was about eggs!! It was a lead up to the 1980s. It was a difficult time for Indian poultry farmers and Mr B.V. Rao of Venkateshwara Hatcheries decided to unite all poultry farmers into a cooperative model, similar to the one of Amul in Gujarat, spearheaded by Mr Kurien. He, then along with his team, came up with the NECC and the subsequent ads.
A similar ad was run about milk, the benefits of drinking milk.
I guess there is always a great benefit in seeing the unity and collectively working towards something good than making individuated scattered attempts. That said, there are invariably several issues that prevent this from happening. But if one is willing to see and grow out of these petty dividing issues, the benefits are large and extensive.