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.
Tag
emotional branding
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.