Closeup

This toothpaste brand was launched in India in 1975. It primarily targets the youth segment. To promote the youthful image it was the first brand in India to launch the gel toothpaste and is credited to be the creator of that segment. With the re-launch in 2004 Closeup promises to provide the benefit of ‘fresher breath and stronger, whiter teeth’. In tune with the target segment of youth – Closeup is offered in attractive colors & packaging and its ads shows young guys and girls impressing each other with their new found Closeup confidence. Earlier Closeup ads used to focus… Continue reading

How to do Competitive Advertising?

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Heard about competition? Obviously you have. And, advertisement? What a silly question to ask! Of course, you did. So, may be now it’s time to learn a little bit about ‘competitive advertising’. This is how a dictionary describes the term: “a commonly used type of advertising that communicates the unique benefits of a product, differentiating it from the competition”. So, it’s basically way of communicating how your product is superior from competition. In management jargons: “positioning your product based on the USP or competitive advantage”. Most competitive advertising shows more than one (has to be!) competing products with feature-wise comparison… Continue reading

Fair & Lovely – Is marketing meant for exploiting the consumers?

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Today we will discuss about the popular personal care brand Fair & Lovely. This HUL skin-care brand for ‘Aspiring’ segment was launched in India in 1978. The brand promises the benefit of ‘making complexion fairer over a period of six weeks’. The target segment for the brand is middle class Indian women who want fairer skin. The message is conveyed in ads where women using the brand become fairer and get ahead in life by attracting men and jobs. Of late, the range of the products under the brand is extended to include: Ayurvedic Fairness cream, Anti-Marks cream, Oil control… Continue reading

Sunlight – Spread the Brightness

Launched in 1888, Sunlight is Unilever’s oldest brand in India. Initially Sunlight became popular as a laundry cake. But with changing consumer preference – powder detergent became more popular. As a result over the years the importance shifted to other HUL detergent brands like Surf, Rin and Wheel and Sunlight received a step motherly treatment. When HUL faced the competition from Nirma – rather than using Sunlight as a response they launched a new power brand Wheel. Then they launched detergent cakes under brand names of Wheel and Rin causing further sidelining of Sunlight.

After HLL adopted the “power… Continue reading

Dove is not a soap!

Dove is the HUL soap brand for the ‘Affluent’ or the premium segment. Though internationally it was launched in 1957 – it was available in India for the first time in 1995. Dove stresses on the point that: ‘beauty is not simply about how you look, it is about how you feel’. Technically Dove is pH neutral whereas other soaps are alkaline and hence Dove is mild on skin. From the beginning of its journey Dove was positioned as ‘not just a common soap but one with high content of moisturizing cream’. Consequently, the theme of Dove soap ads still… Continue reading