Case Studies
Dettol: How One Brand Came To Own The Word ‘Antiseptic’
The first thing most people remember about Dettol isn't its logo. It isn't an advertisement, a celebrity, or even the...
The Curious Case Of Boroline’s 97-Year Brand Story
Long before ‘brand loyalty’ became a slide in a marketing deck, a green tube with an elephant on it was...
One Brand, 15 Plus Labels: Inside Titan Watches’ Formula for Winning Every Wrist
Titan Company was established in 1984 as a joint venture between the Tata Group and the Tamil Nadu Industrial Development...
Washing Powder Nirma; How One Jingle Ran Uninterrupted For 30 Years & Built An Empire
In 1969, Karsanbhai Patel was a chemist at the Gujarat Government's Department of Mining and Geology. From a 10×10 ft...
1000 Songs In Your Pocket: How The Apple iPod Revolutionised Music & Marketing
In October 2001, Steve Jobs walked on stage in his signature black mock turtleneck, reached into his jeans pocket, and...
How Coca-Cola Returned To India & Rewrote The Rules Of Cola War
Coca-Cola's history in India defies the pattern usually associated with a brand built on global ubiquity. The company left the...
BlackBerry: The Smartphone That Made Staying Connected A Status Symbol
BlackBerry was once the phone that made mobile communication feel urgent, private, and powerful. At its peak, it had 85...
Bajaj Chetak 2 Stroke: The Scooter That Defined India’s Roads For Three Decades
The Bajaj Chetak 2-stroke wasn't built from scratch; it was reverse-engineered from a lapsed licence. Bajaj Auto's 1960 technical agreement...
Nokia 1100: The Phone That Connected Millions Before The Smartphone Era Took Over
Long before smartphones became status symbols, Nokia understood something far more powerful: people did not want technology that looked futuristic,...
Rooh Afza: 120 Years Of Showing Up When It’s Too Hot to Function
Every Indian summer comes with its own coping mechanisms. Closed curtains. Afternoon naps that stretch longer than intended. The quiet...