A reality check on the “feel good” factory

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Brand: India Shining
Agency: Grey Worldwide

What began as a goodwill campaign transcended into a full-fledged election slogan. And while India Shining was unable to pull off an electoral win for the then ruling BJP; it nevertheless worked its magic on its original target audiences viz. the global community. India’s image as a land of snake charmers & elephants changed forever, thanks to that one campaign. TAM reports suggest that the Rs.500 crore campaign was aired 9,472 times on TV in December and January, next only to ads for the government’s polio campaign.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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A ‘Complete’ faux pas

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What comes to your mind when we say ‘The Complete Man’? With definite conviction, the answer is Raymond. Yes, for several decades, Raymond has been cajoling the desi Adams, through this phenomenally successful tagline. But it spelled disaster for it when suddenly, in the first half of 2007, the company decided to roll out woman’s suiting material. Agreed, that the company was trying to cash in on the credibility generated by the brand Raymond and venturing into woman’s suiting material was just a part of its brand extension strategy. But then, how on earth did Raymond planned to do it without doing away with its famous tagline. Even brand pundits would agree that a masculine positioning is strictly no for a feminine product. So what’s up with the venture now? That’s anybody’s guess!

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.
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