Point of View

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…

Ujala was launched by Jyothy Lab in 1993 in Kerala. Liquid fabric whitener was non-existent. The only player was a powder blue brand- Robin Blue from Reckitt and Coleman. Ujala…

In the late 90s, Thums Up advertising was about in-your-face machoism. Around that time, the Bollywood superhit Dilwale Dulhania Le Jayenge was released, and the typical Bollyw…

Rampur Distillery had renamed itself Radico Khaitan. Radico's advertising agency was Nexus Equity and they had commissioned Prasoon Pandey to do a script for Contessa Rum A…

Another brand from the Pidilite umbrella, Fevi Kwik, needed help from Ogilvy. The brief was very simple, Fevi Kwik sticks surfaces together almost immediately. This was to appeal …

Fevicol advertising is, as people would say, ‘Hatke’! It has moved beyond the physical adhesiveness between surfaces to a more metaphorical one. The 'Fevicol Ka Jod' is just not p…

This was Prasoon Pandey's first commercial for Fevicol and the first famous one too. While being briefed for this film, he was shown advertisements for paints and the painter was …

Feb 2001 - Digen Verma was everywhere, in theatres, bus stops, colleges, malls etc. But who was he? India wanted to know. It lasted a fortnight. This teaser campaign was create…

Pepsi always understood the prevailing attitude of the youth and communicated with them in a language that was relevant at that time. Over time, as the youth evolved, so did the c…

Lux entered India in the late 20s and was officially launched in 1929. Like its global brand-building strategy, Lux concentrated on associating with the world of films, stars and …

Bagpiper Whisky was launched by Herbertsons in 1976. Bagpiper entered the market intending to build a brand, rather than being simply one more whisky. Even now, the brand is defin…

In the initiative to get a larger share of the market and increase consumption, Coca Cola launched a 100 ml bottle at Rs 5 called Chota Coke. Affordability was an important criter…

In 2003, the brief went to McCann to extend the target audience of Coke from youth to masses, a step to make it a drink for everyone – big city, small town, semi-urban, adults, yo…