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The market for diamonds had virtually vanished by the late 1930s, following nearly ten years of the Great Depression, and prices had plummeted. De Beers had shuttered the majority…

Anil Moolchandani entered the greeting cards business. He saw that in India, cards were usually sold from boxes marked `Birthday' and `Anniversary' in stationery shops. The name A…

Indians are value seekers. One of the reasons Maruti Suzuki does well is because of the tremendous value and low cost of ownership it provides customers. The cost of ownership inc…

Hamdard products were formulated based on traditional recipes using herbs etc. One of them was Cinkara. With over exhaustion due to various reasons leading to fatigue, lethargy an…

One of the biggest strengths of Maruti Suzuki was the dealer and service network it had/has. No automobile company can come close to it. By early 2000, Maruti had reached every co…

For many years, housewives ground the spices and masalas at home. One of the pioneers of packaged, ready to use masalas was MDH – Mahashian Di Hatti. Dharampal Gulati, the MD o…

Unilever had a small presence in the food space in the early 90s until they bought Kissan from UB in the mid-90s. The ready to eat packaged food market was just taking off and was…

Yeh Dil Maange More was coined by Anuja Chauhan at JWT. This was the Indian version of the ‘Ask For More’ commercial by Janet Jackson for Pepsi. The phrase became extremely pop…

In the 1980s, after Proctor & Gamble took over Richardson Hindustan, there was a fair bit of innovation to extend the Vicks brand. As a part of this exercise, it launched a…

Richardson Hindustan launched Vicks VapoRub in the early 1950s. It was positioned as a balm. Balms are stronger in terms of smell, etc., and function as an all-in-one for heada…

By 1995, GCCMF aka Amul had grown to be a multiproduct company. And different products had different target audiences. In each region, customers had different imagery of Amul. …

Indian Railways was one of the co-sponsors for the Commonwealth Games and as a part of the gives, they received a lot of FCT ( free commercial time) on television. For the comm…

In 85, the chocolate beverage brand, Boost needed a boost. HMM (Smith Kline Beecham in its earlier avatar) decided to focus on the chocolate malt powder. Boost was an also-ran, wi…

In 93, Unilever launched Pepsodent to challenge Colgate. They used Pepsodent to target children hoping to capitalize on pester power and to get a customer at a very early age. …