Colgate, which has been in India for 60 years, continues as India's top brand in 1999, a position it held ever since the survey began except for one year, in 1997, when it lost the position to Vicks.

Interestingly, Amul has made a heroic performance by reaching the No 2 position. The home-grown dairy brand marketed by Gujarat Cooperative Milk Marketing Federation (GCMMF) has scored up several ranks (it was at No 24 in 1998) through the chart to occupy the runner-up position. After Amul, the most spectacular rise up the chart is that of Ariel. The P&G detergent brand has reached to No 6 from No 19 last year leaving HLL's Surf (at No 20) far behind. However, Surf, the one-time spokesperson for the Indian housewife has gained a rank this year, reaching No 20.

Dettol is No 3, up from No 10 last year. The brand was down seven last year. This year, it is up seven, back to No 3 and looking sharp - even as the challenge from Savlon takes new shapes. Britannia another hyper-active brand, continues to retain its old position at No 4. The other big news is that Thums Up, ranked at No 26, beats both the global brands Pepsi and Coke.

But Pepsi has for the first time overtaken Coke. Though a rung behind Thums Up at 27, it is ahead of Coke which is at 35. Also Horlicks has done remarkably well too - it has gone up to No 7 from No 20, last year. Also, Titan has finally overtaken HMT, and BPL is closing in on Philips. The survey measures both the familiarity and depth of the consumer's relationship with the brand. The survey's format was originally created by MODE.