Monday, September 1, 2014

I always believed that if you have something to sell you must be able to answer a simple question – Why should my target customer spend his hard earned money to buy my product? – The question appears simple but the answer may not always be so; the marketer must give the target customer a good reason to buy if his ad campaign has to work. In a highly competitive situation there are several players making similar claims and all or most competing brands are capable of satisfying the needs of the target consumer equally well because there might be no significant differences in the physical and functional attributes of products of competing brands. In such a situation marketers go beyond the physically characteristics or functional aspects of the product in question and position the brand/product on entirely different platforms – lifestyle, aspiration, pride, fear and many more or in other words take the emotional or psychological route. In this post I would like to discuss the advertising of two deodorant brands – Fogg and Axe.

Friday, August 15, 2014

Ad History - 1

I won't be reviewing any ads here but would like to share with my readers some of the old ads I dug up. I have randomly selected some ads, these are not necessarily memorable or path breaking ads but to me they definitely are part of Indian advertising history.

Perspectives Nov 6-7, 1993
Perspectives was a supplement of Metropolis on Saturday, Bombay edition - published by The Times of India, it does not exist now.

Filmfare June 14, 1963

Half a century ago Colgate-Palmolive tried to get into the baby care business but was unsuccessful, perhaps Johnsons & Johnsons was too strong a competitor for them.

Filmfare June 14, 1963
Halo Shampoo was a product of Colgate-Palmolive and was among the top selling even in the 1980s, the sales declined when several new multi-national brands entered the Indian hair care market. I wonder if the company lost interest in the brand.

The Bharat Jyoti, Sunday, March 25, 1973
The Bharat Jyoti used to be the Sunday edition of The Free Press Journal, Bombay.

September 1993

Bombay Times June 23, 1995
I have loads of old ads in my collection, some dating back to the 1950s, I will try and share as many of them as possible in my future posts.

Friday, August 1, 2014

Life Insurance Ad Campaigns – Creative Insights


Life insurance companies and banks face similar challenges when it comes to advertising; the plans or products offered by insurance companies or banks are usually very similar so making a distinction depends heavily on creativity in advertising. In this post I will discuss advertising in the Indian life insurance sector; I plan to discuss bank advertising some time later. 

There are two dozen life insurance companies in India; possibly in future this number could increase. LIC is the market leader, this financial year it is aiming to retain 82% market share according to reports. That leaves only

Tuesday, July 1, 2014

Mustard Oil and Bengalis – Connecting with culture & tradition

This post is about two Bengali TV campaigns, both are mustard oil brands targeting the Bengali population; one is Emami Healthy and Tasty Mustard Oil and the other is Nutrela Kachhi Ghani Mustard Oil. The Emami campaign comprises four ads while Nutrela is a single ad campaign.

In a product category such as cooking oils which is essentially a commodity, positioning brands is a challenge. One mustard oil is no different from the other so no differentiation can be shown in the advertising in terms of physical characteristics; differentiation is possible only in the label design and advertising. The target audience in both campaigns is exactly the same and the essential message is also the same, which is about enhancing the flavours of Bengali food. Despite the similarities both campaigns are based on different consumer insights, hence are significantly different for each

Friday, May 16, 2014

SCA – Libero and Tempo

In November 2013 the Indian FMCG market saw a new entrant – SCA, one of the world's largest companies in personal care products. The company’s two brands – Libero and Tempo were unveiled. Libero is a range of baby care products; it comprises of baby diapers, baby wipes and baby toiletries. The second brand is Tempo – a range of hand and face hygiene products. In this post I would like to comment upon the advertising I have seen of these two

Tuesday, April 1, 2014

Snickers - ‘Kyunki hunger Acche Acchon Ko Badal Deta Hai’

The Snickers ad campaign was first launched in India sometime in the year 2008 and it was promoted as a snack to be eaten between meals, the first Indian TV commercial  for Snickers ‘Iske to char baj gaye!’ that was created had the tagline 'Hunger Baja Char Snickers Kholo Yaar' (When hunger strikes at four unwrap a Snickers). The ad showed a goal keeper who is not alert because he feeling
hungry at 4.00 pm, but after he eats a bar of Snickers which is passed to him by the spectators he begins to perform well and saves a goal (please see the ad on YouTube). The brand was pretty low key when it was introduced in India in 2004, few shops stocked it and the advertising was not enough. The product itself was imported and not manufactured in

Saturday, March 1, 2014

Amul – Eat Milk with Every Meal

Eat milk with every meal is the latest press campaign from Amul, it comprises full page ads in newspaper, I saw them in The Times of India. It commenced in 2013 and continues this year as well. As reported in a section of the media the purpose of this campaign is to make consumption of milk and milk products a daily habit because in this age of fast food Amul does not want the goodness of milk to be compromised with. The effort is to re-position milk and make the entire range of Amul dairy products trendy and appealing to all. I think the campaign is making a generic statement – what