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

Saturday, February 1, 2014

Eating Rice is Wise

Advertising branded rice can pose a challenge because rice is after all a commodity, how different can one basmati rice brand be from the other? How does a company position its brand of rice? Well, branded rice companies have been trying to be different to stand out in the clutter.
Traditionally the messages in basmati rice advertisements have always been about long grain, flavour and aroma. But that is not enough; one brand needs to differentiate itself from the other, some brands are trying to make distinctly different claims. Let us analyse some of the TV commercials appearing on TV currently or

Wednesday, January 1, 2014

My favourite ads of 2013

Another year gone by and I remember some interesting ads which were first seen on Indian television last year. I give below short comments on 10 of my favourite television campaigns during 2013.

1.    Bharati Axa – Aap yenha aaye kis liye
I find this ad quite entertaining and engaging with good use of humour; the message here is that claims settlement with Bharati Axa is a simple process

Wednesday, December 18, 2013

Tata Nano – What's Awesome About It?

Recently Ratan Tata, Tata Group’s chairman emeritus, admitted that pitching Nano as the cheapest car was a mistake and that Tata Motors is planning to build a new image for it. It has not been a smooth ride for Tata Nano since the time it was launched; Tata Motors the company that manufactures Nano had to give up the Singur plant, some cars caught fire and other issues; anyway we won’t be going into details of their problems since this blog is about
advertising, so let us analyse a few of the ad campaigns of Tata Nano seen so far..