Tag: lintas

The fundamental problem of the watch category while creating a TV spot is the sheer size of it. It is small. Watches are in the lifestyle category, and usually led by design an…

Flipkart just updated the look of their company. It intended to convey that it has a diverse group of customers, spanning age groups, genders, and locations. While they had bee…

Around 2010, after having established itself as a popular brand among the youth with its range of watches and eyewear, Fastrack has ventured further into the accessories space, la…

Fastrack was creating more than just a buzz through its advertising. They were not preachy but spoke in a language which the youth spoke. Their communication was candid and straig…

Around 2005, John Abraham had come on board as the brand ambassador for Fastrack Sunglasses. The penetration of sunglasses in India was abysmally low at some 17%. John Abraham …

In 2010 Somany Tiles needed a breath of fresh air in their advertising. Somany wasn’t present on TV for a while and they wanted to come back but not with the same boring advert…

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…

In 93, Unilever launched Pepsodent to challenge Colgate. They used Pepsodent to target children hoping to capitalize on pester power and to get a customer at a very early age. …

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 …

In the 80s/90s, DCW Ltd launched the salt brand in a bid to enter the FMCG space. The name Captain Cook was based on cues for cooking and also to bring some mystique. Capt Cook…

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 …

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…

In the early 2000s, sex was shown as bees buzzing, legs and famously intertwined flowers. And India also had documented 0.27 million cases of AIDS. This was attributed to ignoranc…