Hero Honda introduced a 4-stroke motorcycle badged CD100 in the mid-1980s. It had a class-leading mileage of 80 km/l, unheard of at the time.
The brief was to make motorbikes, …
The 1996 Cricket World Cup was a proxy to celebrate the liberalized India - a battleground for the cola MNCs that had come in. A lot was at stake.
Pepsi had lost its bid …
In 1980, the sales of Cherry Blossom, the shoe polish from Reckitt & Colman (now Reckitt Benckiser), were plateauing. With over 80% market share, it was the leader and there w…
Over 60 years ago, the Zodiac brand name was created by MY Noorani and Hasan Taj of Lintas over a cup of tea at an Irani restaurant.
Hathaway Shirts in the US had used an uncon…
ITC's Wills (Navy Cut) introduced a taste-enhancing filter in 1965, which marked a huge change in product development. Filter-tip cigarettes were designed to be safer as a reactio…
Vadilal began as a soda firm in 1907 and grew to become Gujarat's most popular ice cream brand in the 1970s. When they intended to expand to Mumbai in the 1980s, they ran into a p…
The buzzword in marketing today is influencer marketing. Finding influencers isn't difficult, but getting the good ones are.
The ongoing COVID 19 crisis has increased the impor…
Paper Boat has a history of using nostalgia to promote its products. The brand wanted to establish a stronger customer connection using childhood memories. The brief given to Kari…
People are inquisitive. They want to know what they cannot see or hear
Sitting back at a favourite restaurant of mine, I was wondering what appetizers do. Do they stimulate you…
