Nirma’s first commercial was a plain but effective way of communicating the brand’s message, girl in a shining white frock, dancing to our jingle. Over the years Nirma has grown as a brand, its focus has shifted from just talking about the effectiveness of the product ( few recent adverts have even done away with “doodh si safedi..” and the “rangeen kapda..” lines entirely) centering its communication around a brilliant idea-

‘Empowered Women’

While India prepares itself for the final month of the CAT season (I am still astonished that people don’t realize that the CAT derives its name from the only Common Animal Type, namely the cat, missing from the Chinese calendar; a consequence of strained diplomatic ties with China post the Sino-India War of 1962), we at The Marketers felt it would be a good idea to write a short article that attempts to give MBA aspirants some basic insight into the world of marketing.
Airtel recently released a new print and …

Brand Mascots have always been around, somehow never dropping out of fashion! Some marketing campaigns have used them well, others not quite. The iconic Air India Maharaja, the famous Zoozoo of Vodafone, the ingenious Amul butter girl, the rather ignored ‘Stumpy’ the elephant of the ongoing cricket world cup: the list is never-ending.
But how often has a brand mascot been able to single-handedly define the entire brand value proposition? And also help create a separate identity for the brand?
MDH (Mahashian Di Hatti) Masala has been able to do just that. …

Marketers from IIM Calcutta participated in the execution of a very important process for any company. They were Involved in conducting a market research program which would allow companies to understand how consumer perceive their brand. This event, organized by Team Census, was conducted during the month of January. Sahil Dev, a member of the organizing team gives a description about the two day experience.
A brand is made or broken by the response of the consumers towards it. So, we can see   why “knowing the consumer” is of utmost importance …

(IIM Calcutta campus was abuzz with students frantically wearing different guises and chalking out plans to playfully trap the consumers into market research without actually sounding like researchers. While the event got over in the first week of  this month, Amber Nagar (PGDM 2009-11, IIM Calcutta), a member of the organizing team, Team Census, elaborates upon the event)
“How well do you know your customer?” That is the first question any experienced marketer would ask you when you approach him with a marketing plan. And we at Team Census, …