In the 2000s, plywood was a boring low involvement category. It had become a commodity and most customers went by what their carpenter or store owner recommended. There were some …
Parle Gluco was launched in 1939.
Other competitors in the industry began to develop their own glucose cookies in 1960. Parle Products began to feel the heat. Britannia's …
In 1990, Nirma launched a soap in the toilet soap segment. It was a beauty soap targeted at those customers who purchased Lux at a price lesser than it, with its value for money p…
In the early 90s, DCW- a chemical company, decided to get into the FMCG business with salt that was named after the 18th-century British explorer, navigator, and cartographer Capt…
There was a time in the 90s when Chax Chakravarty and Pops Sridhar led Chaitra Leo Burnett into a series of great campaigns.
Kawasaki Bajaj developed a 4 stroke bike which was …
There was a period in the mid-1990s when an aggressive TVS Suzuki launched a new brand or variant nearly every year. Among the launches were the AX 100, Supra, Shogun, etc., and t…
Every festival has a unique reason to celebrate. There is a religious element, but it is also seen as an opportunity to refresh, bring in the new, spend time with relatives, frien…
In 2015, it had been approximately 2 years since Amazon had launched in India. It wanted to penetrate deeper into the Tier II and III cities/ towns and make Amazon available to a …
Bajaj Auto launched the Caliber in 1998. The four-stroke motorcycle was launched in the emerging but rapidly growing executive segment. It was positioned as a resolute bike for th…
In the mid-2000s, Camlin had launched Permanent Markers. A product that was low involvement and unexciting. Such products need impactful advertising which builds salience and top …
Menstruation was spoken about in hushed tones in 2014. Procter & Gamble's sanitary napkin brand Whisper surveyed men and women in 10 cities. Before which they had conducted a …
The Hindu wanted to reach out to the youth. It wanted to show that it was a vibrant and aggressive newspaper.
The idea was to engage, create a conversation with topics that aff…
Pranav Adani at Adani Wilmar was looking for something different for the Fortune range of cooking oils to rejuvenate it.
In 2014, his brief to Piyush Pandey at Ogilvy was simpl…
VIPs “ Kal Bhi, Aaj Bhi” ads struck a deep chord with the target of 35 – 40 years age group and appealed to the middle-class.
VIP now wanted to upgrade its imagery with the shi…
