Point of View

Before 1996 and for a decade, Patek had been working with Bozell. The advertising had reflected the quality of their watches & watchmaking. Now many brands copied them. The…

The Brief MasterCard put its account for review in March 1997. Mastercard had believed that Ammirati Puris Lintas' previous campaign, "Smart Money," was too transaction/ benefi…

Thinking Behind Got Milk? A focus group led by Jon Steel, a partner at Goodby, Silverstein & Partners, encouraged participants not to drink milk for a week before taking pa…

In 1997 Steve Jobs had come back to Apple as interim CEO. And he was looking at changes. And in advertising too. Before being sacked by John Sculley at Apple, Chiat/Day was the…

The Apple iTunes debuted in January 2001, followed by the iPod, in late 2001. The iPod was a big hit as the then MP3 players were difficult to operate and had little storage space…

Pleasure was the first foray for the erstwhile Hero Honda to get into the scooters market. From a product construct point of view, it was a 100cc light scooter and zippy since it …

The market for diamonds had virtually vanished by the late 1930s, following nearly ten years of the Great Depression, and prices had plummeted. De Beers had shuttered the majority…

Malcolm Purcell McLean was born in Maxton, North Carolina, in 1913. The son of a farmer, he knew the positives of hard work. Since he was poor, he could not educate himself and…

Anil Moolchandani entered the greeting cards business. He saw that in India, cards were usually sold from boxes marked `Birthday' and `Anniversary' in stationery shops. The name A…

Indians are value seekers. One of the reasons Maruti Suzuki does well is because of the tremendous value and low cost of ownership it provides customers. The cost of ownership inc…

Hamdard products were formulated based on traditional recipes using herbs etc. One of them was Cinkara. With over exhaustion due to various reasons leading to fatigue, lethargy an…

One of the biggest strengths of Maruti Suzuki was the dealer and service network it had/has. No automobile company can come close to it. By early 2000, Maruti had reached every co…

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…