In the early 2000s, Tata Safari sales had hit a trough. They were to launch a new variant Dicor.
The brief went to Ogilvy - Dicor was power (people felt that Safari was underpo…
From a consumer’s perspective, the refrigerator which cools the best is the best. A key part for good cooling is the compressor used, & Kelvinator's compressors were, arguably…
The famous Fevicol logo was created by M. Swaminathan of Ogilvy (then Ogilvy, Benson and Mather) in the 70s based on the idea that it should be easy to remember and recall. Since …
Indians and their homes are exposed to extreme climates – sunny, rains, cold etc. Likewise, the exterior paints on the walls are exposed to the same harsh weather conditions.
…
In the 90s, colours, shades and the choice of paint brands were decided by the painter or the hardware store salesperson.
Most brands had around 40 shades of paint. With a lim…
In 2003, HLL decided to revive their 30-year-old gel toothpaste brand Close-Up. Close-Up had little attention and sales were stagnating.
This was also the time when advertising…
In the 1990s, youth between 16 – 18 years could drive a gearless two-wheeler with a license.
To capitalize on this a scooterette (a hybrid of a scooter and a moped), Bajaj Sunn…
In 2002, global tourism was in dire straits because of 9/11 and its repercussions. Growth in India's tourism had stalled and some other countries like China were doing well.
A …
Sometime in 1993, Piyush Pandey was on holiday in the US visiting Michigan, Florida, Hawaii etc.
While in Hawaii, he had a desperate call from his Managing Director, Ranjan Ka…
Remember Blackberry! Once upon a time, not long ago, Blackberry was launched as a smartphone for business people. It could perform many functions and surf the internet easily. Thi…
In the early 1980s, it was drug regulation & then pharma ban, Vicks has been through a lot.
In the late 1980s, Vicks was moved from Over Counter (OTC) product to a prescrip…
Around 2004, a couple of years later after Hutch set foot in India, it wanted to roll out a national film showcasing its pan-India footprint. The brief to the agency was simple: a…
In 2009, ZooZoos were launched during the IPL – Season 2 to promote various value-added services of Vodafone. The idea was to create one ad per day highlighting one feature, a tot…
The 50-cc moped Luna became a winner in the 1970s. Launched by the Firodias, the cross between a bicycle and motorcycle was targeted at the middle class—men and women
The Luna …
