Before I begin this article, all credit to Mr. Chandra Deep Mitra, faculty at Indian Institute of Management Calcutta for introducing us to this phenomenon. Most of the following examples have been taken from his lecture.
Back in 1915 Earl R. Dean, who was working at the Root Glass Company, was given a brief to design a bottle, which firstly could be recognized in the dark. And then, even if broken, a person could tell at first glance what it was.
The result was a, today ubiquitous, bottle sporting red & …

Mumbai monsoons 2009: another season of harried people wading through flooded streets. But there was one junction where people were using a raft to ride over their problems. All thanks to Aircel! In its one of a kind campaign, Aircel put up a raft on one of its billboards which could be used in case of flooding. Billboard by itself did not attract anything more than curious looks, but once the raft came into use, it made its way to the front page of a lot of local dailies. Apart …

With the launch of Nano, Tata became a world-wide story in a way no other Indian industrial group has been able to become. However, today’s post is about their first foray into the small/mid-size car segment in India which happened way back in 1998 with Indica. Maruti-Suzuki was the leader in the small car segment (Class A) and as is Tata’s wont, they created a new segment with Indica – that of small big car, larger than Maruti 800 and cheaper than the available Class B variants. Also, confident due …