Brooke Bond – Liquor of Love to Cheers Your Senses

Brooke Bond brand was launched in India long back in 1903. This leading tea brand of India touches lives of more than 500 million consumers. The four sub-brands of Brooke Bond are… Continue reading

Pepsodent

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

Pears: Aysi Pears Twacha, Aur Kahan

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.
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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

RIN – Bijli giri!

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:
1970s:

2000s:
Like some… Continue reading

Clinic is Clear

Clinic is the popular shampoo brand from HUL for primarily the men. The key positioning of the brand revolves around the theme of anti-dandruff. Clinic has two main sub-brands under it:

Clinic Plus: Launched in 1987, it is for the ‘Striving’ or mass-segment. It promises to offer five-fold benefits: strengthens weak hair, prevents hair breakage, softens rough dry hair, shine for thick and healthy hair, and contains anti-dandruff ingredient. Normal Indian family being the target segment ads of this brand shows people in common day situations having great hair by using the brand. To change the typical Indian mindset… Continue reading