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Truly Mass Media

TV, as we know it today, has undergone so many waves of change, it is completely unrecognizable from what it was back in the eighties. Today, the concept of conventional TV is all but dying out as many consumers, especially in the...

7-eleven is 24x7

7-Eleven is an American convenience store chain, founded in 1927 under the banner of Tote’m Stores (until 1946). Both the original and changed branding have a certain significance as to why they were named thus. It all began...

A Case of Risk and Reward

‘Sex sells’ goes the old adage. This, however, is a very different story; albeit where the agency and client went down the risqué route to reap rich dividends. It’s a story that can be interpreted in sever...

A Whale of an Idea

When the founders of Starbucks launched out in 1971, they had a clear objective of the brand name they wanted. Founded in Seattle, Washington, they wanted a name that would convey a sense of adventure, yet would have a connection...

Sometimes, all it takes for a winning communications campaign is a clear and lucid brief. Actually, not just ‘sometimes’; it should happen every time, but things have come to pass where both client and agency blame urg...

How Citibank Unfixed Its Problem

Back in the early eighties, things were a far cry from where they are now. And we don’t mean just technology, which is a no-brainer really. Rather, we mean the world of personal finance. It was a time when things were prett...

Fired Up for Success

How do you sell a product to a target audience that has never felt the need for it – never even considered buying it ever! That was the question that confronted Pheroze Engineer in the late eighties – and the reason fo...

To the advertising cynic who insists that words don’t sell anything, how about this: Three little words that ended up selling lakhs upon lakhs of product units! Rewind to 1991. The winds of consumer change were very slowly,...

The Power of a Big Idea

Several of the case studies in this series may be difficult to comprehend or appreciate, especially for those of the present generation. Simply because the scenario several decades ago was drastically different from what it is tod...

Hamara Big Idea

David Ogilvy once suggested a general guideline on how to recognise a big idea. Ask yourself five questions, he said, and if the answer to every one of them is yes, you have a big idea! The questions were: Did it make me gasp when...

Puf: the Tale of a Cool Superhero

Way back in 1985, Al Reis and Jack Trout likened marketing to warfare. Their handy marketing manual intelligently defined strategies, plans and campaigns; talking about attack, defense and even guerrilla tactics. It was all about...

Wd-40’s Secret

WD-40 has long become a household name in something like 187 countries. Its origins trace back to 1953 when it was a nascent company called Rocket Chemical Company with a staff of just three. Their aim was to develop a product for...

A Victorious Brand Story

Nike is a brand that absolutely needs no introduction. Mostly, it doesn’t even need a name – just its legendary swoosh logo is enough for instant recall by almost anybody, anywhere in the world. And yet, for the first...

The Idea About Ikea

IKEA came to India in 2018 but, long before that, Indians with a worldview knew about this world-leading Swedish home furnishings retailer. Like most brand names, the origin and etymology of the IKEA brand name is also rather inte...