1982, Maggi Noodles were launched in India, targeting working women. It was positioned as a “convenience product” - an alternative for lunch and dinner. By creating a new category…
In the early 90s, milk faced a surprising challenge from soft drinks. Thanks to liberalization, people got access to colas, sodas and chocolates, etc.
The National Dairy Develo…
Advertising in the 80s was based on family situations and the product played a pivotal role. And it worked. The Bajaj bulb advertising used this by using nostalgia in fair measure…
From the mid-1980s, Femina carried a large number of articles on social issues and how women were working to improve them through their charity work.
Something like Cosmopolita…
In the late 80s, an uplifting campaign was telecast showcasing the happiness of employees, the CSR activities that ranged from hospitals to sports and so on. It brought a sense of…
In the late 1980s, Bonnisan had entered the Indian market for the treatment of mild gas and tummy troubles in babies. All doctors believed that Woodward's Gripe Water should be st…
In the early 90s, VIP Luggage needed to entrench itself with the rising middle class.
HTA (JWT) decided to focus on the Indian institution of the family. Like the family is fo…
1970’s. Back to the Boots Company but a different brand – Strepsils. And with Clarion
The difficult Anil Kapoor was the client, and he used to grind agencies to death.
Agenc…
Rekha and Gold Spot
Gold Spot had trysts with Rekha as an endorser, but it was known as a kids brand. It had kiddie collectables and other fun stuff which worked as good engage…
In the 1980s, DCM approached Ogilvy to create advertising for an old brand they had- Rath Vanaspati. It was up against the might of the market leader Dalda.
Piyush Pandey was b…
Anil Kapoor (later CEO, Ulka), the marketing manager at Boots had a problem, Coldarin launched in the late 1970s was struggling.
Coldarin was derived from Cold+Asprin and was f…
It is very interesting how the “Only Vimal” brand emerged. In a meeting between Dhirubhai Ambani, Frank Simoes and AG Krishnamurthy, Dhirubhai kept mentioning that in many aspects…
The British Lifebuoy came to India in 1895 (the 1st container with soaps landed in Bombay). And for a very long time, it ran with its old proposition ‘Washing away germs to keep y…
Core Values
The Onida team and Advertising Avenues (Gautam Rakshit, Ashoke Roy, and Gopi Kukde) decided that upper-middle and upper-class Indians were primed for world-class pr…
