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Not Drama, Just Truth: The Campaign That Redefined Detergent Advertising in India

How does one promote a new entrant in an over-advertised category and still manage to break through the clutter? That was the question that dogged Procter and Gamble and its agency Chaitra Leo Burnett, when the former sought to la...

Humko Binnie’s Mangta: When Bambaiya Hindi Became Brand Language

The art of copywriting was never about fancy vocabulary and convoluted sentences designed to impress. And that myth was busted decades ago! To be honest, it came about totally by chance; but when it did, it not only made an overni...

The 50cc Revolution: How Bajaj Sunny Created a Category

It was the late eighties and Bajaj held a vice-like grip on the scooters market – at 75% market share, there wasn’t even a second place worth the mention. Having achieved everything there was to achieve in scooters, th...

Spirituality as a Formula: The Curious Case of Godrej Ganga Soap

Spirituality Sells! And thank God for that – pun intended. It isn’t all that difficult though. Give a religious spin to almost anything and you’re sure to find a target audience. Well, mostly! It’s what Go...

From Pepsin to Pop Culture: The Evolution of Pepsi

Pepsi is one of the most recognised global brands – not just in the beverages space, but across the brand landscape. As an impulse buy, it is enjoyed daily by millions around the world. The name is extremely catchy and easy...

The Cool Big Idea: How Symphony Reimagined Design and Desire

The crux of this Marketing Folklore Series remains the Big Idea. But big ideas need not always be advertising or communication ideas; perhaps not even something to do with marketing. This next one was a designing big idea. Specifi...

When Naming Becomes Strategy: The Sony Story

Sony is renowned the world over for producing top of the line digital technology, audio devices, gaming setups, mobile technology and a whole range of other electronic devices. It holds an almost 55% market share in imaging sensor...

From “Hema, Rekha, Jaya, Sushma” to Shared Roles: How Advertising Rewrote the Story of Women

“Hema, Rekha, Jaya aur Sushma… sabki pasand Nirma.” For generations of Indians, the line still rings instantly familiar. It was catchy, memorable, and unmistakably part of popular culture. But look closely, and...

The Taaza Playbook: Winning India’s Most Divided Category

A cup of tea may appear to be just a cup of tea. Yet in India, nothing could be further from the truth. Tea, like the country itself, is layered with diversity. Preferences differ not just across regions, but sometimes from househ...