Brand Journal
A Cookie’s Name Sells Ice Cream
Vadilal borrowed Parle's Hide & Seek identity to enter the premium chocolate-chip ice cream subcategory, showing how brand licensing skips years of awareness-building.
Tag
FMCG
Brand Journal
Beco Lost the Case, Won the Conversation
When a court ordered Beco to pull its ingredient-transparency campaign against HUL, the brand had already planted a question the market could not ignore.
Brand Journal
Himalaya Claimed a Day It Did Not Own
Himalaya timed its Turmeric Range launch to International Turmeric Day and inherited the day's organic reach without spending a rupee on awareness.
Brand Journal
The Revision That Changed Nothing
Bombay Shaving Company's revised Switch4 ad was restrained by the Delhi High Court: the lesson every challenger brand must learn before attacking the market leader.
Brand Journal
Ghadi Makes Its Celebrity Prove It
Ghadi built India's largest detergent brand on product performance, not celebrity spend, making the Madhuri Dixit campaign a proof point rather than a publicity play.
Brand Journal
HIT Made Cockroaches Do the Work
Godrej HIT's new Shefali Shah campaign shows how to move consumers from a spray to a gel by selling a new philosophy of effort, not a new product.
Brand Journal
Himalaya Claimed International Turmeric Day
Himalaya Wellness timed its Turmeric Range to International Turmeric Day, revealing how any brand can own an ingredient by arriving first on the one day it trends.
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 of the Month
Brand of the Month July 2026: Supply6
Supply6 is redefining everyday wellness by turning complex nutrition into a simple daily habit. With ₹48 crore in fresh funding, the Indian startup is positioning itself at the intersection of FMCG, foodtech and preventive health.