Tag: Kashmeera Sambamurthy

Dhara ad: When Parzaan Dastur’s love for jalebis transformed the fortunes of Dhara

The ad was released on Doordarshan, and on private channels like Zee and Sony. Following the release of the commercial, Dastur went on to be known as ‘Jalebi boy’. (Stills from the ad)

There was a time when the withdrawal of subsidy from the Dhara brand of cooking oil led to plummeting sales. But the ‘jalebi’ commercial and the childlike innocence of Parzaan Dastur turned the tide for the brand.

Explained: Eastman Kodak Company-JWT-O&M association; birth of the ‘Kodak Moment’

One of the key marketing tactics adopted by JWT was building a loyal customer base that would buy into the brand’s core values and its products repeatedly. Hence, the colour ‘yellow’ was used as a key element of the brand which appeared in most of the advertisements. (Stills from the ad)

In 1997, Ogilvy & Mather bagged not just the consumer imaging business but also the media duties of Eastman Kodak Company, which were worth $40 million and $260 million, respectively. Storyboard18 takes you through how O&M rose to Kodak’s expectations and a lot more.

Garden Vareli: A brand that captivated the nation

Post the release of the advertisements, each of the models entered beauty pageants and achieved recognition and success. From the time the account came to Ambience Advertising, until almost the year 2000, every year, a campaign was released. (Stills from ads)

The spectacular success of the Garden Sarees brand and subsequently, Garden Vareli, was driven by Rediffusion and later by Ambience Advertising. Their innovative campaigns and models gave the brand huge popularity. Today, the brand is back with Rediffusion. Will it create more magic?

Yashraj Mukhate: The best jingle is when audience don’t realise that it is an ad

The video has taken many by surprise, impressing them with its innovative approach.

Yashraj Mukhate is probably best known for the ‘Rasode Mein Kaun Tha’ meme fest. What is not very well-known is that Mukhate started his career composing jingles for brands and corporations. In a conversation with Storyboard18, Mukhate spoke about the filters in brand endorsements, the use of musicians by brands, and a lot more.

Yardley’s Manish Vyas: If a celebrity is well-known, the brand can spend less on media

Manish Vyas, senior vice president and business head, Yardley India and Thailand highlighted, "The big trend that is happening is consumers moving from unbranded to branded. We are working on the strategy of how to convert from ‘U’ (Unbranded) to ‘Y’ (Yardley)."

Manish Vyas, senior vice president and business head, Yardley India and Thailand threw light on the brand’s successful markets in India, the two different sets of consumers it caters to, his take on Generative AI, and more.

‘Bole mere lips…I love Uncle Chipps’: How a US presidential election speech inspired the iconic Indian jingle

The competition of Uncle Chipps was with three main brands, PepsiCo’s Lays, Binnies chips and Gold’N Krisp potato chips. But their fight was largely with the unbranded market, where the chips were mostly available in sweet shops. (Image source: From left to right - Instagram and Moneycontrol)

Uncle Chipps, which was launched in 1987, the campaign released in 1994 tasted widespread success and went on to garner many accolades. As Storyboard18 got in touch with the creative folks involved in the making of the campaign, what stood out noteworthy in the campaign was its tagline which was the sole celebrity and the reason behind its success.

Seeing marriage between performance marketing and AI: Castrol’s Jaya Jamrani

As per Jaya Jamrani, vice president - marketing, Castrol, "The core fundamentals of marketing -- about being relevant to the consumer, playing a role in the life of the consumer, and adding value as a brand – always remain."

Recently, Castrol launched a campaign ‘Badhte Raho Aaage’. In a conversation with Storyboard18, Jaya Jamrani, vice president – marketing, Castrol, spoke about the new campaign and its genesis. She believes fearless thinking and challenging the status quo are the key to good campaigns.

The A Team: How Forest Essentials and Kama Ayurveda drew customers to Ayurvedic cosmetics

Forest Essentials Samrath Bedi and Kama Ayurveda's Vivek Sahni hope that they are able to spread the message of Ayurveda out there to the world, explain its rich benefits and represent the country and Ayurveda on a global level. (Stills from the ads)

Forest Essentials and Kama Ayurveda debuted in the beauty market when the term ‘Ayurveda’ was nearly unheard of and was considered old fashioned. In fact, the luxury Ayurvedic beauty brands may actually have been ahead of their time in anticipating changing consumer preferences.

Mars Wrigley’s Varun Kandhari decodes consumer trends, rural market demands, and more

Varun Kandhari of Mars Wrigley explains, "A better measure of personalisation is having an addressable content which is specific to the medium. Gone are the days when there would be one content and some versions of those content would be replicated on different mediums. Now, I think the true personalisation or addressable media would mean that you have content which is specific to the medium you are choosing."

Varun Kandhari, director, marketing and customer marketing, Mars Wrigley says India is a key market for the confectionery giant. He says that the new campaign for Galaxy will take it further to a wider audience with the association of Kiara Advani as the brand ambassador.