Analysis of ad with the lens of positioning concept.
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 […]
Nationalism: A New Emotion Appeal in Ads Read More »
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
Breaking Clutter on TV – Shock Therapy by Goel TMT Read More »
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
Transforming Brand Image – Traditional to Modern – Paridhan from Patanjali Read More »
How one should go about building brands for product categories – which have seasonal peak / interest, target consumers from age 3 to 15, and buyers (parents) do not use the product? Stationery is a very complex category due to distinct characteristics of users, buyers, and most importantly peer norms. It was quite surprising to
It’s School Time: Different Approaches to Build Stationery Brands. Read More »
When a brand is Global leader, how it should communicate to its consumers? Should it focus on its features or follow the prevailing emotional route to reach its consumers? In fact, for any brand which is a leader, faces the same question? It is like when you have reached at the top, what next? The
How a Leader Brand Should Communicate to Consumers? Read More »
There is a new kid on the block for deodrant market! The market is dominated by Fogg which made Axe (once a market leader when dinosaurs used to walk on earth) “fade away”. The brand is well known – Park Avenue among men. The deo ads have moved from sensuality (women as sex objects) to
Park Avenue Deo – Good Morning, Thank GOD someone is reading! Read More »
Before I discuss the Indian ad, let me give some background. Globally, the ‘diamond producers association’ is running a new campaign with the “Real is Rare’ theme. This campaign is mainly to target the Millennials. There is a clear shift from the ‘Diamond is forever’ to the practical aspect specially for this young generation which
Real is Rare: A new campaign for Diamonds! But is it real? Read More »
Colgate, a household name in India for toothpaste, has all of a sudden lost its decades old category leader positions to ‘Dantkanti’ from Patanjali endorsed by Baba Ramdev. Though the exponential rise of Patanjali Empire is in itself a remarkable story, specially in FMCG sector where it has given tough fight and won against the
Who is real ‘Ayurvedic’ toothpaste? A three way fight for winning mind share Read More »
IPL in India is very similar to Super bowl in terms of crazy fans and commercialization. Marketers invest lots of money and efforts to create ads that resonate with audience and helps in brand recall. Vodafone Zoo Zoo is an interesting case (may be in some other post someday). The impact of IPL is such
Parle imitates famous Bollywood – Naam to suna hi hoga! Read More »
The memory goes back to Flipkart using kids in a remarkable way in their ads! Recently, Blue star is making foray in consumer water purifier segment. They are well known in commercial segment. The use of infants and the subtitles – a gem of an ad. Conveys the perfect message. No fight on shudh vs
A Genius use of infants/kids in Ads. Bluestar Water purifiers Read More »