Branding and Marketing – A Time To Reflect

Brands from a childhood in Chennai

Adman Santosh Desai has this interesting little piece in Outlook about his the malted drinks of his childhood days – Horlicks and Bournvita. He says, rightly, that drinking Horlicks was an awful experience, especially given that the brand was sold aggressively in milk-scarce states as a substitute for milk, just Horlicks mixed with hot water.… Continue reading Brands from a childhood in Chennai

Brand worth watching: Sugar Free

One of the most interesting brand innovations I have seen recently has been from Sugar Free Natura. It began with positioning itself as a healthy sugar substitute for all health-conscious people and not just diabetics who need to avoid sugar. And then Sanjeev Kapoor appeared in their brand communication, advocating the use of Sugar Free… Continue reading Brand worth watching: Sugar Free

The loyal-ties that bind

I had two close encounters with loyalty programs in the last few days. The first was at my neighborhood beauty parlour (nowadays called salons). You know the kinds I mean, a ground floor flat in an old building… the glass door, the pink walls, old issues of Femina and either the place or the proprietor… Continue reading The loyal-ties that bind

The stuff of soap opera

So soaps are born, soaps die and soaps even get married. After over a decade of being in the thick of such action(!), some of it – most of it – does not make sense to me. Rexona is now Hamam. Why? Granted, Hamam is one of the largest (or still the largest?) selling soap… Continue reading The stuff of soap opera

Positioning

I came across this piece on how advertising agencies position themselves – most of it seemed rather obvious or desperate to me (but that is the cynical advertising-industry-watcher in me speaking) – for instance a brand’s best friend? hey, isn’t that supposed to be the customer? And hey, that is anyway why you are the… Continue reading Positioning

Headed to Youngistaan

Pepsi does it again. Proved that when you hit rock bottom, it is still possible to plumb newer depths. And there I was, thinking it couldn’t get worse than Oye Bubbly. Following that, John Abraham appeared with Shah Rukh Khan in a mercifully brief Chacha-Bhatija campaign and with winter came blessed relief from Cola advertising.… Continue reading Headed to Youngistaan

Don’t take it seriously

Bingo – some of the most delightful ads I have seen in recent times. Not just for the sheer enjoyment value but also the fact that the ads do not make the slightest effort to take the brand seriously – if anything, the reverse. And that is so refreshing – some one in the creative… Continue reading Don’t take it seriously

Why zapak mail?

I caught the ads for Zapak mail for the first time the other day at a theatre in Vashi. I also found posters in the loo – just above the pot – quick downloads, in bold type, with two block arrows pointing down. Made me pause – and smile – I remember not being very… Continue reading Why zapak mail?

Sex(y) and the sale

.. or it’s all in the looks. When I was in London, several of my friends mentioned Whole Foods – it was almost as if it was London’s latest tourist attraction. If you are anyway going near Kensington, drop in at the store, said one of my friends. So what’s the big deal about a… Continue reading Sex(y) and the sale

Logo change and rebranding

We were at the Park hotel in Bangalore (does anyone remember it used to be called a grand ‘Kensington Palace’ till some years ago?) earlier this week for dinner. I noticed my friend staring at the large abstract painting that covered most of the wall; what do you think this means, he asked finally? Everyone… Continue reading Logo change and rebranding