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.
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In the 1970s & 1980s, tricycles for children were manufactured by small enterprises. Given the small size of the business, these enterprises sold them without tax. They floode…
In early 2000, internationally Pepsi had launched a promo campaign, Pepsi Numeromania. As complicated as the name, was the promo. Pepsi wanted a campaign that was simpler and Indi…
To a large extent, the confectionery market, especially at the lower end, is price driven and does not depend on types. For a rupee or two, the person (usually a kid), would like …
In 2007, Jaago Re was initiated by Tata Tea. It was targeted at the youth. Research showed that they drank tea a lot and so Tata Tea wanted to ‘vibe’ with them (coffee was known a…
For many years The Times of India had used subtle humour to connect with the Indian audience. For the first time in the 2000s, there was a break.
The primary objective was to s…
