Monday, September 24, 2012

Repositioning of Xylys

Xylys, a watch brand from Titan is on repositioning again. The brand has tried many platforms so far, this time, it was based on Design. And Design, always has been the USP of Xylys. Now the brand has new brand ambassador, Farhan Akhtar- famous Bollywood actor and director. The brand is running a campaign featuring celebrity and the new positioning theme. The style of execution of the ad is of narrative style which tells about the design. The has new tagline “Design. It Matter”, focusing on the new positioning element. 
Moreover, the watch that is featured in the ad is not an ordinary one and is peculiar in terms of design. Anyhow, Design is a very good platform and versatile to the taste and preference of evolving consumers. Having said, the brand must stick to its promise and deliver the same to meet customer expectations. Let us hope the brand is synonymous for Design.

Friday, September 21, 2012

Maggi: Two Minutes Mein Kushiyan

Brand Update::Maggi Noodles

Maggi, the familiar noodles brand from Nestle’, roped in Amitabh Bachchan as its endorser. The brand, which is mostly patronized among children. The brand “Maggi” has been highest sold noodles in India and enjoys more than 60% of market share in noodles category. It is the major choice for children in noodles category in previous years. But, things have changed and the brand is facing competition with the launch of Foodles from Horlicks, Sunfeast Yippie and the Top Ramen noodles. Not only this, next gen customers have more choice for indulgence like chips (Lays, Bingo), kurkure and other snack products. Hence the brand needs to prove its existence and stay connected to the consumers.

May be these factors compelled the brand to go for celebrity endorsement and its choice was Big B, who has got immense respect among audience. Needless to say that he is the most influential personality among celebrities. Big B was associated with many brands and they were successful increasing their sales as well.

Undoubtedly, Big B is a great story teller and Maggi tries to build more authenticity through the endorsement. The new campaign narrates stories of customer experience with Maggi and it is highly successful. These stories were provided by the consumers through various touch points created by the brand. Currently, the brand is running a campaign featuring the stories.

Certainly, the new campaign would have brought back consumers who moved away from it. The ad focus on its USP- 2 minutes and ease of cooking i.e convenience and the happiness thereby taking the consumer focus away from health & nutrition platform unlike Sunfeast Yippie, and Foodles from Horlicks. The brand association with Big B as a strong story teller with real life stories would definitely boost the brand and will help the brand to encounter competition and to retain its market share.

Sunday, September 9, 2012

Dabur Amla Signs Priyanka Chopra as Brand Ambassador

India's leading personal care company Dabur India announced the launch of Dabur Amla Hair Oil in a new avatar by signing with Bollywood actor Priyanka Chopra as its new brand ambassador. With this attempt, Dabur intends to give Dabur amla hair oil a youthful, modern look to this brand.

Dabur amla which is a 60-year old brand and the company want to make it more contemporary and relevant with today's lifestyle. Now Dabur amla hair oil comes with new identity with Priyanka chopra's face on the front label.

Dabur Amla had been associated with beauty, long & strong hair for years. The new avatar is also inline with brands beauty association along with youthful appeal. Dabur amla has always been endorsed by beauty stars of bollywood Jayaprada, Sridevi, Juhi Chawla,  Karishma Kapoor and Rani Mukherji. Now it is endorsed by beautiful bollywood star Priyanka Chopra as new brand ambassador, a step further in its association with beauty. Recently, Maggi noodles is associated with BigB. Ofcourse, celebrity endorsement is not a new concept and increasingly most of the products are associated with celebrities.  Let us hope that the association of Dabur Amla & Priyanka Chopra may help boost the sales of the product further taking it to new heights. 

Dabur Amla hair oil is one of the largest hair oil brands in the country with more than 60 million consumers and is the largest brand in Dabur's portfolio. And its new tagline is " Mazbooti bhi, Khubsoorati bhi"  that can be translated to strong and beautiful.