The first teeth whitening chewing gum to be launched in India was Orbit White by Wrigley in the early 2000s. Whitening chewing gum was unheard-of, and it did not help that whiteni…
One day Ashok Dhingra and Sameer Suneja went to meet Piyush Pandey with a new candy. They said they had a great product, and Ogilvy needed to make a great advertisement.
Piyush…
Perfetti Van Melle was launching Happydent White in 2005.
The international team was clear - Tweak the extremely successful international campaign to Indian tastes. A girl and …
Glass was seen as a commodity in 2000. The technology used in India was old and the glass inferior quality.
Saint Gobain, one of the largest multinationals in float glass manuf…
In the mid-80s, Dabur had launched many products.
At that time, they had a concept of floating products. They would launch products without any advertising support. If certain …
When Happydent was launched by Perfetti in India, McCann Erickson was asked to handle the advertising.
It was a simple task. Happydent could make teeth white. The Italian comme…
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…
