In the mid-2000s, Camlin had launched Permanent Markers. A product that was low involvement and unexciting. Such products need impactful advertising which builds salience and top …
Menstruation was spoken about in hushed tones in 2014. Procter & Gamble's sanitary napkin brand Whisper surveyed men and women in 10 cities. Before which they had conducted a …
The Hindu wanted to reach out to the youth. It wanted to show that it was a vibrant and aggressive newspaper.
The idea was to engage, create a conversation with topics that aff…
Pranav Adani at Adani Wilmar was looking for something different for the Fortune range of cooking oils to rejuvenate it.
In 2014, his brief to Piyush Pandey at Ogilvy was simpl…
In 2011-12, Airtel had launched 3G countrywide. There were around 200 million Indians, aged between 15 and 25 years. The youth were the easy adapters of technology. At that time, …
VIPs “ Kal Bhi, Aaj Bhi” ads struck a deep chord with the target of 35 – 40 years age group and appealed to the middle-class.
VIP now wanted to upgrade its imagery with the shi…
In the early 2000s, sex was shown as bees buzzing, legs and famously intertwined flowers. And India also had documented 0.27 million cases of AIDS. This was attributed to ignoranc…
The advertising of Titan Watches can never be complete without the signature tune. It was the idea of Suresh Mullick – NCD of Ogilvy in 1984, to choose Mozart’s 25th Symphony, and…
People rarely go to buy wires. They usually send the electricians or contractors to buy them.
Havells wanted to connect directly with customers to make them insist on Havells. …
Nike was running a global campaign for football called Joga Bonito, which means a beautiful game in Portuguese. Football had the imagery of being a rough game and a contact sport.…
Passing the Class 12 exams after multiple tries calls for a great & sweet celebration..with Cadbury’s Dairy Milk.
This advertising broadens the essence of happiness to a mo…
In 2000, when the sector opened up, HDFC Standard Life was the first private life insurance company to start.
Till 2004, all companies spoke on general category benefits like s…
In the 2000s, SBI Life Insurance researched 25 – 45-year-olds. Interestingly, the group between 25 and 35 years did not consider pension as an investment option since they thought…
Havells had decided to reach customers directly for their MCBs (Miniature Circuit Breaker) and RCCBs (Residual Current Circuit Breaker), which were otherwise in the stranglehold o…
