Point of View

 In the mid-90s, the German MNC Hoechst was marketing an insect repellent Hexit in India SSCB Lintas was managing the advertising. Ryan Menezes was the creative directo…

Chlormint was launched in 1997. In 2003, the ice-candy version was introduced. It was targeted at the young people independent of the strata, who want fresh breath, especially …

Procter & Gamble (P&G) entered the detergent market in 1991, with Ariel at the premium end. Surf quickly reacted with Surf Excel. The 90s also saw the emergence of conc…

In 2002, there was a massive Polio outbreak in North India. UP and Bihar comprised 95% of the cases. There was huge resistance to the polio vaccination. The Ministry of Health …

In the mid-90s, Parry’s Confectionery wanted to launch a coffee flavoured toffee. JWT (HTA then) was tasked to create a brand. The Brand Name and the Brief Indu Balachand…

In the 90s there was no Nike, Adidas, or any of the famous hip MNC brands. Bata – North Star and Power were big. There were homegrown brands and Action was the most famous. The…

With its chocolate and wafer construct, Cadbury Perk targeted the casual snacking space dominated primarily by chips and wafers. It was positioned as a light snack for subduing th…

1993, post-liberalization, cable television was taking off. Entertainment had changed and there was more of it. The younger consumers were demanding and brand conscious. Pep…

Ujala was launched by Jyothy Lab in 1993 in Kerala. Liquid fabric whitener was non-existent. The only player was a powder blue brand- Robin Blue from Reckitt and Coleman. Ujala…

In the late 90s, Thums Up advertising was about in-your-face machoism. Around that time, the Bollywood superhit Dilwale Dulhania Le Jayenge was released, and the typical Bollyw…

Rampur Distillery had renamed itself Radico Khaitan. Radico's advertising agency was Nexus Equity and they had commissioned Prasoon Pandey to do a script for Contessa Rum A…

Another brand from the Pidilite umbrella, Fevi Kwik, needed help from Ogilvy. The brief was very simple, Fevi Kwik sticks surfaces together almost immediately. This was to appeal …

Fevicol advertising is, as people would say, ‘Hatke’! It has moved beyond the physical adhesiveness between surfaces to a more metaphorical one. The 'Fevicol Ka Jod' is just not p…

This was Prasoon Pandey's first commercial for Fevicol and the first famous one too. While being briefed for this film, he was shown advertisements for paints and the painter was …