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.
In 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’.
Brooke 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.
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’.
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’.
‘TNMG’ Video AD of the day
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”.
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.
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.
As a brand extension Rexona had successfully launched Deodrants with the tagline ’24 hours protection’.