In 2003, HLL decided to revive their 30-year-old gel toothpaste brand Close-Up. Close-Up had little attention and sales were stagnating.
This was also the time when advertising…
In the 70s & 80s, when people visited the cinemas, chances are you saw a commercial which had many people of various age groups cracking nuts, tearing sugar cane and biting ap…
In the 1990s, youth between 16 – 18 years could drive a gearless two-wheeler with a license.
To capitalize on this a scooterette (a hybrid of a scooter and a moped), Bajaj Sunn…
In 2003, Air Deccan wanted to take an emotional route to advertise after going the rational route earlier.
Capt Gopinath wanted Orchard (agency) to capture the vision of the c…
In 1998, coffee as a habit was still alien to many customers (except South Indian). Coffee was still an outsider. But tea was a ritual and consumed for every reason across the day…
Binnie’s Chips called for a pitch.
Sonal Dabral, who was in Mudra then, worked with the team to create a campaign that sounded cool. The tagline read, ‘Looking for fun? Binnie’…
In 2002, global tourism was in dire straits because of 9/11 and its repercussions. Growth in India's tourism had stalled and some other countries like China were doing well.
A …
Sometime in 1993, Piyush Pandey was on holiday in the US visiting Michigan, Florida, Hawaii etc.
While in Hawaii, he had a desperate call from his Managing Director, Ranjan Ka…
Remember Blackberry! Once upon a time, not long ago, Blackberry was launched as a smartphone for business people. It could perform many functions and surf the internet easily. Thi…
A year or so after Imran Khan had endorsed Cinthol, it was Vinod Khanna who reinforced Cinthol as a Macho brand.
Cinthol also signified confidence, with both Imran and Vinod, …
Cinthol was known for its twin promise of freshness plus deodorant (fragrances). The tonality of the brand has been about challenging you to take on the outdoors without any inhib…
In the 70s, Unilever had a detergent bar that had managed to gain some success in South Africa. They used the same economy plank in India – ‘If you wash with the detergent bar you…
The short film was officially titled "Spread the Light of Freedom" – the first of the trilogy of patriotic films released by Doordarshan.
Doordarshan planned to spread the mess…
In the 80s, Goutam Rakshit led Advertising Avenues, created the blockbuster commercial for their client VIP Undergarments.
The brand was Frenchie. Dalip Tahil, the hero, tackl…
