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Archive for the ‘Brands of India’ Category

Liquor of Love to Cheers Your Senses

January 12, 2010 Leave a comment

image This 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: Brooke Bond Taj Mahal, Brooke Bond Red Label, Brooke Bond Taaza and Brooke Bond 3 Roses. Taj Mahal is targeted to ‘Aspiring’, Red Lebel to ‘Aspiring’ and Tazza & 3 Roses to ‘Striving’ segment. Please find below a 1972 Brooke Bond Tajmahal ad featuring bollywood actress Zeenat Aman.

imageIn this ad – notice the focus on functional attributes like stronger liquor and superb taste. Later in late 1980s when tabla maestro Zakeer Hussain was employed as the face of the brand its slogan changed to: ‘Wah! Ustaad Wah! Arre huzoor, wah Taj boliye’. Of late the focus of Brooke Bond ads has changed to emotional appeal of ‘Raas Pyar Ka’ or the ‘Liquor of Love’. The current tagline of Brooke Bond brand is: ‘Cheers Your Senses’.

 

Happiness Begins with it!

January 12, 2010 Leave a comment

clip_image002Brooke Bond Bru is another sub-brand under the Brooke Bond brand name. Launched in 1969, this is the coffee brand from the HUL. Bru in different varieties is targeted to all segments of consumers. Bru is credited to be the creator of ‘Instant Coffee’ segment in India. Other variants of Bru are: Bru Roast & Ground and Bru Malabar Roast & Ground. Bru ads use the emotional appeal of ‘Happiness’ and hence the tagline: ‘Bru Se Hoti Hai Khushian Suru’ or ‘Happiness Begins with Bru’.

Of late though the theme of Bru ads remains happiness the tagline has changed to ‘Ek cup Bru aur mood ban jaye’ i.e. ‘Just a cup of Bru makes your mood good’. Enjoy the below popular ad of Bru where the wife comes home tired and the husband gives her a foot massage. This ad rightly balances the changing culture in India with the happiness focused positioning of the brand.

Truth of Ayurveda, Proof of Science

January 11, 2010 Leave a comment

image With the launch of Ayush in 2002 HUL entered ‘Ayurvedic Health Care & Personal Care’ segment. Ayush range offers: shampoos, hair oil, skin cream, soap and nutritional supplements. Recently Ayush has also launched ‘Ayush Therapy Centres’ to provide personalized advices and consultation to the consumers. The consultation services includes not only beauty and skin care but also stress relief, aches and pain relief and weight reduction solutions.

The target segment for the brand is traditional Indian middle class specially women. The brand is positioned as: ‘ayurvedic ki surakhsha sabut ke saath’ i.e. ‘ayurvedic protection with scientific proofs’. A famous Ayush ad shows traditional Indian bahu or daughter-in-law adjusting with everything in her in-laws place but not with beauty cares and asks for Ayush and ultimately succeeds to convince even her mother-in-law to use Ayush – this is perfectly in tune with target segment and positioning of the brand. The tagline of the brand reads: ‘Asar Shuru Adjustment Bandh’.

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Is marketing meant for exploiting the consumers?

October 13, 2009 Leave a comment

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 Fairness Gel Cream for Deep Skin, Fairness Soap and also men’s range: ‘Fair & Lovely Menz Active’.

Fair & Lovely is a brand which has used consumer psychology in an effective manner but whether that was and is ethical or not is definitely questionable. Especially in a country like India where there are many women who are not-so-fair – fairness is considered as a parameter to measure beauty. ‘Scarcity Principle’ says that less the availability of something it becomes more valuable. And Fair & Lovely as a brand has promoted that concept with its entire marketing efforts starting from the brand name to numerous ads. Now, this is a case where marketing raises serious questions about morality and ethics. Should we really promote fairness as the measure of beauty and success of a woman? There have been numerous studies which found that this kind of marketing by companies and media over the years actually led to lack of self confidence and raised doubts about self-dignity in many women worldwide. And as you know without self confidence success becomes nothing but a distant dream. In fact, those kind of market research findings were the key reasons why Dove – the most popular global personal care brand of HUL came up with the famous campaign of ‘real beauty’ showing real women and telling that beauty has got to do nothing with color, races or looks.

This is a serious duplicitous behavior from world’s leading personal care company where one of their brands is promoting artificial beauty by talking about fairness whereas the other talks about ‘real beauty’. Though from STP point of view that makes sense as Dove and Fair & Lovely are catering to two different segments and hence rightly have different targeting and positioning to suit the brands’ marketing objectives. But doesn’t the company have responsibility towards the consumers as well? All the tall talk about serving people, helping to make life better – are those just for fooling consumers? And ultimately does marketing mean hoodwinking consumers to achieve only narrow financial objectives? Though businesses talk about creating value for all the stakeholders – when it comes to practical life does stakeholders mean only shareholders? That brings us to even serious questions about management as a practice. Is money and profit the only and ultimate goals in business? How many more recessions, Enrons and Satyams will it take for us to understand that it is time to walk the talk!!

‘TNMG’ Video AD of the day

Courtesy: TNMGTube

Wheel – freedom from hard work

September 30, 2009 Leave a comment

Wheel is the HUL detergent brand for the ‘Striving’ segment. It was launched in 1987 to cater to the mass market. Whether Wheel was the result of a reactive strategy from HUL to combat the onslaught of Nirma is a debatable issue. Over the years Wheel has becomes India’s most widely used detergent.

Wheel provides the benefit of ‘heavy-duty laundry’. The color of the brand is greenish yellow and its logo has a sliced lime – both symbolizes the heavy-duty cleaning benefit of the brand.


Wheel was re-launched in 2001. The new positioning of the brand is: ‘best clean with less effort’. Tagline of the brand is: ‘Mehnat Se Azadi’ or ‘Freedom from Hard work’. This has dual-meaning: on one hand hard work refers to the efforts put in washing clothes and on the other hand it refers to the daily hard work that Wheel’s target segment of typical Indian mass consumer is exposed to. The Wheel ads consequent to its positioning shows middle class people and stresses on the point of saving. A recent TV ad which plays the famous song ‘Pal pal dil ke pass’ has the tagline: ‘Mehengi wali dhulai budget mein samai’.

wheel

‘TNMG’ Video AD of the day

Courtesy: TNMGTube

Sunlight – Spread the Brightness

September 29, 2009 Leave a comment

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 brand strategy” they planned to phase out this century old brand. But then, they relaunched Sunlight in 2004 as a powder detergent. Currently this range is sold in only two Indian states: West Bengal and Kerala. In the price-quality spectrum Sunlight is placed above Wheel and below Rin. The twin benefits that the detergent brand in India promises are: brightness and color protection. This message is conveyed in Sunlight advertisements showing people wearing bright clothes and spreading cheer and brightness around them. Consequently the tagline of the brand is “Spread the Brightness”.

From 2007 there has been some efforts to revitalize this heritage brand if the ‘Come Clean’ campaign by the ad agency O&M can be considered as a sign of the same.

Worldwide Sunlight is present in different forms in different countries – like a bath soap in Australia and a dish cleaning liquid in Latin America etc.

‘TNMG’ Video AD of the day
This is one of the oldest ads of Unilever from 1898 (yes! before the TV days) featuring Sunlight.

Courtesy: TNMGTube

Rexona – flawless skin or 24 hours protection?

September 25, 2009 Leave a comment

Launched in 1947, this soap is also for the family and positioned as ‘natural skin care soap to give silky, glowing skin’. The positioning of the brand has not changed over the years. Leftside ad of Rexona soap (‘TNMG’ Print Ad of the day) is from 1980s. So, there is not much difference in current positioning of Hamam and Rexona soaps.


That the Rexona soap contains the goodness of coconut is promoted in its ads and from 2005 the re-launched re-packaged modern avatar of Rexona also contains cucumber. ‘For clear, flawless skin’ is the brand proposition of Rexona soap.

rexona soap

As a brand extension Rexona had successfully launched Deodrants with the tagline ’24 hours protection’.

rexona deo

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