Brand Journal
DailyObjects Outgrows the Phone Case
DailyObjects raised ₹332 crore and publicly retired its phone-case label, showing how naming a pivot is itself the brand move.
Tag
brand positioning
Brand Journal
Customers Funded Bangalore’s Watch Brand
Bangalore Watch Company raised $1.4 million from its own customers, proving that naming a luxury brand after an Indian city builds a community that acts like a brand.
Brand Journal
SKINN Sells Tuesday, Not Saturday
SKINN by Titan chose two actors famous for playing ordinary people, and that casting made the brand's everyday-fragrance argument before the campaign film ran.
Brand Journal
Freedom Made Cholesterol the Star
Freedom Rice Bran Oil's Dil Ki Baat campaign with Rahul Dravid proves that naming the consumer's hidden anxiety sells better than any product demonstration.
Brand Journal
Tanishq Pulled an Ad After Online Backlash. Putting a New One Up Two Weeks Later Was the Real Brand Decision.
In October 2020, Tanishq released a 45-second film showing a Hindu bride's baby shower hosted by her Muslim in-laws. After organised outrage, the ad was pulled within 24 hours. What the brand did next is more instructive than the controversy.
Brand Journal
Surf Excel Told Parents That Dirty Clothes Were a Good Sign. Sales Went Up.
In 2005, every detergent brand in India was running the same ad: stain, powder, clean result. Surf Excel threw the formula out and replaced it with "Daag Acche Hain." The gamble held for 15 years and made Surf Excel one of India's most recalled brand ideas.