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 …

All of a sudden, everybody is after the humble nimbu paani. It started with PepsiCo and Parle Agro launching Nimbooz and LMN respectively in 2009. Recently, Coke has jumped into the fray with the lemon version of Minute Maid, calling it Nimbu Fresh. While LMN and Nimbooz enjoyed a fair bit of advertising last year with their launch (and nearly equal success in the market), surprisingly, Parle Agro has not launched any advertisement for LMN this year. Nimbooz has come up with a couple of TVCs and Minute Maid Nimbu Fresh …