{"id":1761,"date":"2021-07-03T18:48:13","date_gmt":"2021-07-03T13:18:13","guid":{"rendered":"https:\/\/onlykutts.com\/?p=1761"},"modified":"2021-07-03T18:48:14","modified_gmt":"2021-07-03T13:18:14","slug":"nycil-bramble-back","status":"publish","type":"post","link":"https:\/\/onlykutts.com\/index.php\/2021\/07\/03\/nycil-bramble-back\/","title":{"rendered":"Iconic Ads: Nycil &#8211; Bramble Back"},"content":{"rendered":"\n<p>Nycil, the talcum powder was handled by many agencies before it reached the doorstep of Sista in the early 70s. <\/p>\n\n\n\n<p>There were no consistent and good creatives until then. Nycil was also tottering and sales were going down.<\/p>\n\n\n\n<p>After careful evaluation of the market and the opportunities available, both Glaxo and Sista\u2019s first narrowed the focus to a prickly heat powder.<\/p>\n\n\n\n<p>Sista came up with just one now-famous advertisement &#8211; a woman with a bareback on which a bramble was put (replacing the cactus mnemonic being used earlier). This became such a powerful mnemonic that the client used this one picture on every piece of communication and merchandising. It eventually ended up on the pack.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"628\" height=\"800\" src=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/Nycil_ad_1970s.jpg\" alt=\"\" class=\"wp-image-1762\" srcset=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/Nycil_ad_1970s.jpg 628w, https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/Nycil_ad_1970s-236x300.jpg 236w\" sizes=\"(max-width: 628px) 100vw, 628px\" \/><\/figure><\/div>\n\n\n\n<p>Johnson &amp; Johnson were the market leaders with a 70% market share. Within one year of the \u201cbramble back,\u201d the market share was reversed with Nycil reaching a market share of 70%. <\/p>\n\n\n\n<p>Pradeep Poddar, Ex Glaxo &amp; Heinz, responsible for Nycil and led it from 1987 &#8211; 2005 says &#8211; &#8220;I led Nycil as Head of Marketing &amp; Sales of FPD, Glaxo, and then as the MD &amp; CEO of Heinz India &amp; SE Asia. I was instrumental in getting Nycil out of price control and then positioning it as a premium offering with a significant profit margin!<\/p>\n\n\n\n<p>Invested in advertising and sales promotion to grow the brand.<\/p>\n\n\n\n<p>Another aspect that very few brands enjoy is consumer loyalty! We did in-depth market research in 1998 and came to know that nearly all visible features of the brand had an indelible mark on the consumer\u2019s mind &#8211; this included the blue colour of the pack, the bramble and the message! So we decided to work on the variants and soften the look of the brand &#8211; sandalwood and lavender !!!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>After careful evaluation of the market, Nycil was positioned as a prickly heat powder. And the mnemonic was changed<\/p>\n","protected":false},"author":1,"featured_media":1763,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[39,413,412,409],"class_list":["post-1761","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-advertising","tag-bramble","tag-nycil","tag-sista"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Iconic Ads: Nycil - Bramble Back Point of View<\/title>\n<meta name=\"description\" content=\"After careful evaluation of the market, Nycil was positioned as a prickly heat powder.. And the mnemonic was changed\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/onlykutts.com\/index.php\/2021\/07\/03\/nycil-bramble-back\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Iconic Ads: Nycil - Bramble Back Point of View\" \/>\n<meta property=\"og:description\" content=\"After careful evaluation of the market, Nycil was positioned as a prickly heat powder.. And the mnemonic was changed\" \/>\n<meta property=\"og:url\" content=\"https:\/\/onlykutts.com\/index.php\/2021\/07\/03\/nycil-bramble-back\/\" \/>\n<meta property=\"og:site_name\" content=\"Point of View\" \/>\n<meta property=\"article:published_time\" content=\"2021-07-03T13:18:13+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-07-03T13:18:14+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/nycil-soothing-250x250-1.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"250\" \/>\n\t<meta property=\"og:image:height\" content=\"250\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Vejay Anand\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@https:\/\/twitter.com\/onlykutts\" \/>\n<meta name=\"twitter:site\" content=\"@onlykutts\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Vejay Anand\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/03\\\/nycil-bramble-back\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/03\\\/nycil-bramble-back\\\/\"},\"author\":{\"name\":\"Vejay Anand\",\"@id\":\"https:\\\/\\\/onlykutts.com\\\/#\\\/schema\\\/person\\\/c6940b43e5f6dbe5a3a0c4f8541ec277\"},\"headline\":\"Iconic Ads: Nycil &#8211; Bramble Back\",\"datePublished\":\"2021-07-03T13:18:13+00:00\",\"dateModified\":\"2021-07-03T13:18:14+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/03\\\/nycil-bramble-back\\\/\"},\"wordCount\":296,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/#\\\/schema\\\/person\\\/c6940b43e5f6dbe5a3a0c4f8541ec277\"},\"image\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/03\\\/nycil-bramble-back\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/onlykutts.com\\\/wp-content\\\/uploads\\\/2021\\\/07\\\/nycil-soothing-250x250-1.jpeg\",\"keywords\":[\"advertising\",\"bramble\",\"nycil\",\"Sista\"],\"articleSection\":[\"Advertising\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/03\\\/nycil-bramble-back\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/03\\\/nycil-bramble-back\\\/\",\"url\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/03\\\/nycil-bramble-back\\\/\",\"name\":\"Iconic Ads: Nycil - Bramble Back Point of View\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/03\\\/nycil-bramble-back\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/03\\\/nycil-bramble-back\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/onlykutts.com\\\/wp-content\\\/uploads\\\/2021\\\/07\\\/nycil-soothing-250x250-1.jpeg\",\"datePublished\":\"2021-07-03T13:18:13+00:00\",\"dateModified\":\"2021-07-03T13:18:14+00:00\",\"description\":\"After careful evaluation of the market, Nycil was positioned as a prickly heat powder.. And the mnemonic was changed\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/03\\\/nycil-bramble-back\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/03\\\/nycil-bramble-back\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/03\\\/nycil-bramble-back\\\/#primaryimage\",\"url\":\"https:\\\/\\\/onlykutts.com\\\/wp-content\\\/uploads\\\/2021\\\/07\\\/nycil-soothing-250x250-1.jpeg\",\"contentUrl\":\"https:\\\/\\\/onlykutts.com\\\/wp-content\\\/uploads\\\/2021\\\/07\\\/nycil-soothing-250x250-1.jpeg\",\"width\":250,\"height\":250},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/03\\\/nycil-bramble-back\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/onlykutts.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Iconic Ads: Nycil &#8211; Bramble Back\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/onlykutts.com\\\/#website\",\"url\":\"https:\\\/\\\/onlykutts.com\\\/\",\"name\":\"Point of View\",\"description\":\"Business &amp; Marketing Thoughts\",\"publisher\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/#\\\/schema\\\/person\\\/c6940b43e5f6dbe5a3a0c4f8541ec277\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/onlykutts.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":[\"Person\",\"Organization\"],\"@id\":\"https:\\\/\\\/onlykutts.com\\\/#\\\/schema\\\/person\\\/c6940b43e5f6dbe5a3a0c4f8541ec277\",\"name\":\"Vejay Anand\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/6a5788ca9a99c3fac4b196816d5e132c3e106478e567ea00da53a4470b6bc221?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/6a5788ca9a99c3fac4b196816d5e132c3e106478e567ea00da53a4470b6bc221?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/6a5788ca9a99c3fac4b196816d5e132c3e106478e567ea00da53a4470b6bc221?s=96&d=mm&r=g\",\"caption\":\"Vejay Anand\"},\"logo\":{\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/6a5788ca9a99c3fac4b196816d5e132c3e106478e567ea00da53a4470b6bc221?s=96&d=mm&r=g\"},\"description\":\"For consultation and advice - https:\\\/\\\/topmate.io\\\/vejay_anand_s\",\"sameAs\":[\"http:\\\/\\\/onlykutts.com\",\"https:\\\/\\\/www.instagram.com\\\/onlykutts_pointofview\\\/\",\"https:\\\/\\\/www.linkedin.com\\\/in\\\/onlykutts\\\/\",\"https:\\\/\\\/x.com\\\/https:\\\/\\\/twitter.com\\\/onlykutts\",\"https:\\\/\\\/www.youtube.com\\\/@SVejayAnand\"]}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Iconic Ads: Nycil - Bramble Back Point of View","description":"After careful evaluation of the market, Nycil was positioned as a prickly heat powder.. And the mnemonic was changed","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/onlykutts.com\/index.php\/2021\/07\/03\/nycil-bramble-back\/","og_locale":"en_US","og_type":"article","og_title":"Iconic Ads: Nycil - Bramble Back Point of View","og_description":"After careful evaluation of the market, Nycil was positioned as a prickly heat powder.. And the mnemonic was changed","og_url":"https:\/\/onlykutts.com\/index.php\/2021\/07\/03\/nycil-bramble-back\/","og_site_name":"Point of View","article_published_time":"2021-07-03T13:18:13+00:00","article_modified_time":"2021-07-03T13:18:14+00:00","og_image":[{"width":250,"height":250,"url":"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/nycil-soothing-250x250-1.jpeg","type":"image\/jpeg"}],"author":"Vejay Anand","twitter_card":"summary_large_image","twitter_creator":"@https:\/\/twitter.com\/onlykutts","twitter_site":"@onlykutts","twitter_misc":{"Written by":"Vejay Anand","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/onlykutts.com\/index.php\/2021\/07\/03\/nycil-bramble-back\/#article","isPartOf":{"@id":"https:\/\/onlykutts.com\/index.php\/2021\/07\/03\/nycil-bramble-back\/"},"author":{"name":"Vejay Anand","@id":"https:\/\/onlykutts.com\/#\/schema\/person\/c6940b43e5f6dbe5a3a0c4f8541ec277"},"headline":"Iconic Ads: Nycil &#8211; Bramble Back","datePublished":"2021-07-03T13:18:13+00:00","dateModified":"2021-07-03T13:18:14+00:00","mainEntityOfPage":{"@id":"https:\/\/onlykutts.com\/index.php\/2021\/07\/03\/nycil-bramble-back\/"},"wordCount":296,"commentCount":0,"publisher":{"@id":"https:\/\/onlykutts.com\/#\/schema\/person\/c6940b43e5f6dbe5a3a0c4f8541ec277"},"image":{"@id":"https:\/\/onlykutts.com\/index.php\/2021\/07\/03\/nycil-bramble-back\/#primaryimage"},"thumbnailUrl":"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/nycil-soothing-250x250-1.jpeg","keywords":["advertising","bramble","nycil","Sista"],"articleSection":["Advertising"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/onlykutts.com\/index.php\/2021\/07\/03\/nycil-bramble-back\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/onlykutts.com\/index.php\/2021\/07\/03\/nycil-bramble-back\/","url":"https:\/\/onlykutts.com\/index.php\/2021\/07\/03\/nycil-bramble-back\/","name":"Iconic Ads: Nycil - Bramble Back Point of View","isPartOf":{"@id":"https:\/\/onlykutts.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/onlykutts.com\/index.php\/2021\/07\/03\/nycil-bramble-back\/#primaryimage"},"image":{"@id":"https:\/\/onlykutts.com\/index.php\/2021\/07\/03\/nycil-bramble-back\/#primaryimage"},"thumbnailUrl":"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/nycil-soothing-250x250-1.jpeg","datePublished":"2021-07-03T13:18:13+00:00","dateModified":"2021-07-03T13:18:14+00:00","description":"After careful evaluation of the market, Nycil was positioned as a prickly heat powder.. And the mnemonic was changed","breadcrumb":{"@id":"https:\/\/onlykutts.com\/index.php\/2021\/07\/03\/nycil-bramble-back\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/onlykutts.com\/index.php\/2021\/07\/03\/nycil-bramble-back\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/onlykutts.com\/index.php\/2021\/07\/03\/nycil-bramble-back\/#primaryimage","url":"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/nycil-soothing-250x250-1.jpeg","contentUrl":"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/nycil-soothing-250x250-1.jpeg","width":250,"height":250},{"@type":"BreadcrumbList","@id":"https:\/\/onlykutts.com\/index.php\/2021\/07\/03\/nycil-bramble-back\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/onlykutts.com\/"},{"@type":"ListItem","position":2,"name":"Iconic Ads: Nycil &#8211; Bramble Back"}]},{"@type":"WebSite","@id":"https:\/\/onlykutts.com\/#website","url":"https:\/\/onlykutts.com\/","name":"Point of View","description":"Business &amp; Marketing Thoughts","publisher":{"@id":"https:\/\/onlykutts.com\/#\/schema\/person\/c6940b43e5f6dbe5a3a0c4f8541ec277"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/onlykutts.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":["Person","Organization"],"@id":"https:\/\/onlykutts.com\/#\/schema\/person\/c6940b43e5f6dbe5a3a0c4f8541ec277","name":"Vejay Anand","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/6a5788ca9a99c3fac4b196816d5e132c3e106478e567ea00da53a4470b6bc221?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/6a5788ca9a99c3fac4b196816d5e132c3e106478e567ea00da53a4470b6bc221?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/6a5788ca9a99c3fac4b196816d5e132c3e106478e567ea00da53a4470b6bc221?s=96&d=mm&r=g","caption":"Vejay Anand"},"logo":{"@id":"https:\/\/secure.gravatar.com\/avatar\/6a5788ca9a99c3fac4b196816d5e132c3e106478e567ea00da53a4470b6bc221?s=96&d=mm&r=g"},"description":"For consultation and advice - https:\/\/topmate.io\/vejay_anand_s","sameAs":["http:\/\/onlykutts.com","https:\/\/www.instagram.com\/onlykutts_pointofview\/","https:\/\/www.linkedin.com\/in\/onlykutts\/","https:\/\/x.com\/https:\/\/twitter.com\/onlykutts","https:\/\/www.youtube.com\/@SVejayAnand"]}]}},"_links":{"self":[{"href":"https:\/\/onlykutts.com\/index.php\/wp-json\/wp\/v2\/posts\/1761","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/onlykutts.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/onlykutts.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/onlykutts.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/onlykutts.com\/index.php\/wp-json\/wp\/v2\/comments?post=1761"}],"version-history":[{"count":0,"href":"https:\/\/onlykutts.com\/index.php\/wp-json\/wp\/v2\/posts\/1761\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/onlykutts.com\/index.php\/wp-json\/wp\/v2\/media\/1763"}],"wp:attachment":[{"href":"https:\/\/onlykutts.com\/index.php\/wp-json\/wp\/v2\/media?parent=1761"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/onlykutts.com\/index.php\/wp-json\/wp\/v2\/categories?post=1761"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/onlykutts.com\/index.php\/wp-json\/wp\/v2\/tags?post=1761"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}