Positioning

Analysis of ad with the lens of positioning concept.

Timeless Lessons from Piyush Pandey’s Iconic Indian Ad Campaigns

Advertising, Marketing, Positioning, Print Ads / /

When Words Built Brands: A Tribute to Piyush Pandey he Indian advertising world recently bid farewell to one of its greatest storytellers — Piyush Pandey, whose ad campaigns changed how a nation saw creativity. From Fevicol to Cadbury Dairy Milk, Piyush Pandey’s ad campaigns weren’t just commercials — they were cultural moments that made Indians […]

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Positioning

Marketing, Positioning / /

Positioning Positioning is the process by which a company creates a distinct image and identity for its products, services, or brands in consumers’ minds. In simple words, which word first comes to consumers mind when they hear the brand name? Let’s try this exercise. Think of the first word that comes to your mind when

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Sebamed rin unilever

Sebamed and Unilever: A David vs. Goliath War

Advertising, Marketing, Positioning, Print Ads / /

Sebamed: Comparative Advertising to Attack the Leader Brand Unilever Sebamed, a German soap brand, is in India since 2007. But no one knew it except a few parents for its soap for babies. Sebamed greeted audience via full page newspaper ads, directly attacking the top Unilever soap brands like Lux, Dove, and Pears – comparing

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Gyan fresh

Mobile App to Fight, Survive, and Rescue against AMUL – A real case of Gyan Fresh.

Case Study, Marketing, Positioning / /

Mobile App Strategy to Fight Market Leader – Gyan Fresh and AMUL. Mobile App – Once Shakespeare have famously wrote – What’s in a mobile app? Well, if you ask anyone, what they can’t live without – most probably the answer is phone. This question is repeated many times. But no one asks the second

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Nationalism: A New Emotion Appeal in Ads

Advertising, Positioning, Print Ads / /

Recently, Nationalism has become a new popular theme for many brands specially in India. The reasons could be the political environment/direction and extreme media focus and coverage on such issues. Brands are trying to ride the emotions of consumers.  The ad appeals are on the emotion (vs. rational) aspect. A real bad execution was by

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Break clutter

Breaking Clutter on TV – Shock Therapy by Goel TMT

Advertising, Positioning, Video Ads / /

How to break the advertising clutter in TVC space when the big brands are ready to hijack everything from IPL to Elections? When the scripted nautanki (jargon) from established ad agencies are falling flat like a house of card, and everything looks lost – Avengers: Endgame is the solution. The second-best solution is the final

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Indian consumers

Transforming Brand Image – Traditional to Modern – Paridhan from Patanjali

Positioning, Video Ads / /

How marketing communications can create new brand images or transform a brand from traditional to modern? Patanjali has been known for its unique blend of swadeshi and herbal themes in marketing communications. When it decided to enter apparel category which is highly dominated by youth – there were questions in the mind about how they

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