Iconic Ads: Honda – Paper
Honda plays in the highly crowded and competitive automotive category. Over the years, it had seen its leadership position slowly erode as relatively younger brands like Kia and H…
Ujala – 4 Drops to Success
Customers may credit Ujala's inventor, Moothedath Panjan Ramachandran, whose insistence on wearing spotless white garments every day is reported to have inspired the product's cre…
A Brand That Made A Splash: Bisleri
On November 20, 1851, in Verolanuova, Italy, an Italian entrepreneur, inventor, and scientist named Signor Felice Bisleri established the Bisleri company. To begin with, Felice Bi…
Limca – Lime & Lemoni
Ramesh Chauhan of Parle contacted his friends at Duke's with the idea for a 'veri veri lime & lemoni' drink. He had asked for the recipe for their lemon drink, pledging not to…
How Red Bull Got Its Wings
Chaleo Yoovidhya, a Thai entrepreneur from humble beginnings (son of poor Chinese immigrants), started TC Pharmaceuticals, which produced antibiotics in the 1960s.
In 1970…
Back From The Brink – Ray Ban
John Jacob Bausch, a German immigrant, and Henry Lomb, an American investor, established Bausch & Lomb in New York in 1863. By the time World War One broke out, Bausch & L…
The ‘Shampoo in a Sachet’ Revolution
An agriculturist named Chinni Krishnan also worked in the pharmaceutical industry. Poor kids wandering the streets with uncombed hair used to bother him. He envisioned a future wh…
How Ghari Did A Nirma on Nirma & Wheel
The HUL brand Surf dominated the Indian market in the 1960s. While hundreds of disorganised players serviced the mass and mid-range markets, Surf specialised exclusively to the af…
Categories Advertising
Soap Wars – Surf, Nirma & Wheel
There was a time when fast-moving consumer goods (FMCG) businesses ruled the marketing landscape and HLL (Unilever) was the unchallenged ruler. Then, seemingly out of nowhere, Nir…
Brand Niching – Smaller Audience, Better Returns
With tens of thousands of businesses in every possible field, the online market has never been more crowded. Despite the upsides, however, it's more complicated than ever to set y…
Categories Marketing
Pratfall Effect: Flaws Leading To Brand Adoption
We are continually bombarded by stimuli, and we increasingly make judgments based on unconscious biases, external influences, and cerebral shortcuts.
The Pratfall Effect is one…
Categories Marketing
Pasta Hut – The Hut – Pizza Hut – The Renaming Obsession
In 2009–2010, Yum! Brands seemingly could not stay away from tinkering with the Pizza Hut name.
Pasta Hut
It was in 2009 when Pizza Hut establishments in the United Kingdom…
Jeff Johnson & Nike – The Successful Connection
CEO Phil Knight and Oregon head track coach Bill Bowerman founded Blue Ribbon Sports (BRS) in 1964. Initially, the firm distributed Onitsuka Tiger (now known as Asics) running sho…
Iconic Ads: P&G – Thank You Mom
Procter & Gamble sought a strategy to reach their most important demographic of customers, moms. While the company's products are used on a daily basis by the majority of Amer…