People rarely go to buy wires. They usually send the electricians or contractors to buy them.
Havells wanted to connect directly with customers to make them insist on Havells. …
Havells had decided to reach customers directly for their MCBs (Miniature Circuit Breaker) and RCCBs (Residual Current Circuit Breaker), which were otherwise in the stranglehold o…
Surf had been through huge successful campaigns like Lalitaji & Dhoondte Rah Jaoge. In 2004, the brands' growth had stagnated. There was competition from various flanks.
At…
Glass was seen as a commodity in 2000. The technology used in India was old and the glass inferior quality.
Saint Gobain, one of the largest multinationals in float glass manuf…
Procter & Gamble (P&G) entered the detergent market in 1991, with Ariel at the premium end. Surf quickly reacted with Surf Excel.
The 90s also saw the emergence of conc…
Aaj Se Nah Koi Dhomiar, Nah koi Purmi. Koi Bhi Apne Naam Se Nahi Jaana Jayega”, said sarpanch Abhishek Bachchan in a Haryanvi tone.
“What an Idea"
Balki said that, before th…
In the 70s, Unilever had a detergent bar that had managed to gain some success in South Africa. They used the same economy plank in India – ‘If you wash with the detergent bar you…
The British Lifebuoy came to India in 1895 (the 1st container with soaps landed in Bombay). And for a very long time, it ran with its old proposition ‘Washing away germs to keep y…
In 1989, the scooter led Bajaj was under threat. Motorcycle brands such as Honda, Yamaha and Suzuki attracted customers with campaigns that emphasize speed, style, mileage and sup…
The Project
In the early 70s, a team of managers at Levers, worked on a project to create a 'freshness' soap in the premium price segment. They tried a blue soap. A brainstormi…
In 1991, a Korean company wanted to manufacture condoms in India, partnering with Raymond. Gautam Singhania approached Alyque Padamsee at Lintas. He was impressed with the work th…
In the 1970s, the upstart Nirma, with a lower price tag and a catchy television commercial, caught the public attention. Though they had different price points, Nirma began to gro…
Circa 1976. Britannia Glucose-D was a biscuit targeted at children. Parle G was the go-to brand then and when customers asked for glucose biscuits, Parle G was the preferred choic…
Godfrey Philips (a Philip Morris partner) launched Four Square cigarettes in 1961 in India.The brand was pottering along when GPI decided to revitalize the brand. In 1977, Lintas …
