This brand caters to stationery products, an industry that ITC entered in the year 2002. It offers products like notebooks, long books, drawing books etc. The target segment for ‘Classmate’ is the ‘school goers’. Recently the brand extended to launch a new range ‘Classmate Fun N Learn’ which targets the children segment. Recently under the classmate brand ITC has launched branded pens in selected markets. One of the tools to promote the brand is ‘Classmate Young Author & Artist Contest’ which is successfully running for last five years. The tagline for the brand is: ‘Inspiring Young Minds’ aptly… Continue reading
Launched in 1993 this brand is for ‘Aspiring’ as well as ‘Striving’ i.e. for both mid and mass segments. The brand stands for non-stop protection from germs even after hours of brushing. Two important marketing tactics by the brand to gain more customer confidence was to offer all its consumers the Germ Indicator in February-May 2002 and Dental Insurance in October the same year.
A very popular and effective series of Pepsodent ads show a child eating out without fear of being scolded by mother as he brushes regularly with Pepsodent where as there is the other child who… Continue reading
Launched in 1902 Pears is positioned as a ‘pure & gentle’ soap which is good for the skin. Please find below some vintage international pears ads.
These indicate the targeting of the brand to be children as well which goes rightly with its mild image. But contrasted to this in India the targeting of the soap was and is mainly limited to women especially middle aged mothers. Consequently in earlier Pears ads soft smooth skin of mother and her child were shown to get the message to… Continue reading
It is the HUL laundry brand for the ‘Aspiring’ or mid-segment. It was launched in India in 1969. This range provides the benefit of ‘dazzling white cloth’ and ‘at affordable price’. This theme has been propagated through ADs showing self-confident people wearing spotless clean clothes. Recently Rin was also engaged in event sponsorship in the form of sponsoring Kid Reality Show ‘Rin Mera Star Super Star’ in Star Plus.
Following ads of Rin shows that the ‘Whiteness’ remains its key focus: