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Here’s a rebranding lesson for the internet era from my recent exploration of rural Maharashtra. While travelling near Chhatrapati Sambhaji Nagar, I passed the historic Daulatabad Fort — originally known as Devagiri Fort before it was renamed by Muhammad bin Tughluq. It suddenly struck me that I was travelling through a region that was one of the wealthiest parts of India hundreds of years ago. Later, the Mughals (Mongols) rebranded the region under the Mughal identity, and for centuries people knew this area mainly through that lens — before efforts began to restore its original identity. Today, Millennials and Gen Z are increasingly taking interest in history because it represents hundreds of years of data, events, and lessons. This region — which also hosts incredible sites like Ellora Caves and one of the 12 Jyotirlingas, the Grishneshwar Temple — is a fascinating example of how marketing, identity, and rebranding worked even in historical India. Sometimes, the best marketing lessons come from history itself.