Unorganized retail dominated the saree market, which was fragmented. The goal was to become the market leader nationally while competing against local companies. And Reliance want…
In 1989, the scooter led Bajaj was under threat. Motorcycle brands such as Honda, Yamaha and Suzuki attracted customers with campaigns that emphasize speed, style, mileage and sup…
The Project
In the early 70s, a team of managers at Levers, worked on a project to create a 'freshness' soap in the premium price segment. They tried a blue soap. A brainstormi…
“We can call him the Maharajah for want of a better description. But his blood isn’t blue. He may look like royalty, but he isn’t royal. He is capable of entertaining the Queen of…
Around 2004, a couple of years later after Hutch set foot in India, it wanted to roll out a national film showcasing its pan-India footprint. The brief to the agency was simple: a…
In 2009, ZooZoos were launched during the IPL – Season 2 to promote various value-added services of Vodafone. The idea was to create one ad per day highlighting one feature, a tot…
In 1991, a Korean company wanted to manufacture condoms in India, partnering with Raymond. Gautam Singhania approached Alyque Padamsee at Lintas. He was impressed with the work th…
In 1982, Prestige introduced a new revolutionary product, a pressure cooker with GRS (Gasket Release System). It had a rubberized gasket instead of a melt gasket, which decreased …
As per reports, ‘Sabki Pasand Nirma’ is one of the longest-running jingles of Indian advertising, even though the commercial has been tweaked time and again, keeping pace with the…
Advertising and Sales Promotion (ASP) was awarded the Amul account back in 1966. The account was handled by a group that included Sylvester da Cunha (Sylvie), Eustace Fernandes, U…
The 50-cc moped Luna became a winner in the 1970s. Launched by the Firodias, the cross between a bicycle and motorcycle was targeted at the middle class—men and women
The Luna …
If you are the 70s/80s kid, you grew up with Rasna.
Rasna used to be a part of the household monthly shopping basket. Bottles of juice concentrates were kept handy, to help kid…
Raymond’s was the most prestigious and largest account for a small and successful agency called Nexus Equity.
In 1995, Nexus Equity came to know that Raymond’s (during that per…
Pizza was a unique idea in India when Domino's Pizza launched it. Only high-end consumers enjoyed it in fancy restaurants. The goal then was to educate and introduce customers to …
