It is not only in politics where regional allies play a powerful role at the national level, but the same holds true for FMCG majors as well. The recent move by HUL to transfer Rexona to its regional portfolio is one such move. Liril is also being pushed in select market. But regional brands are not necessarily restricted to specific regions. Household names like Nirma, Parachute and Priyagold started off as regional brands, but did well later.