For many years The Times of India had used subtle humour to connect with the Indian audience. For the first time in the 2000s, there was a break.
The primary objective was to s…
The Times of India is a paper that keeps a close track of the happenings in the country. It wanted to bring out the strength of the connection it had with the reader and establish…
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…
