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Executive Summary Fastrack, the youth-focused accessories brand owned by Titan Company Limited, launched its "Move On" campaign in 2013 as part of a strategic repositioning to connect with young Indian consumers through bold, unconventional advertising that addressed relationship anxieties and emotional transitions. The campaign marked a departure from traditional watch and accessories advertising by tackling themes of heartbreak, moving forward, and personal resilience with

Executive Summary KitKat, the chocolate-covered wafer bar owned globally by Nestlé (except in the United States where Hershey holds licensing rights), represents one of the most enduring examples of consistent brand positioning through a singular communication platform. Launched in the United Kingdom in 1935 by Rowntree's, the brand developed its iconic "Have a Break, Have a KitKat" slogan in 1957, establishing a positioning that has remained largely unchanged for over six de

Executive Summary Oreo, the world's best-selling cookie brand owned by Mondelēz International (formerly Kraft Foods), faced declining relevance among younger consumers in various global markets during the late 2000s-early 2010s despite maintaining strong market positions. The brand's revival strategy, prominently featuring the "Play with Oreo" platform and associated creative campaigns, centered on repositioning Oreo from a passive consumption product to an interactive, playf

Executive Summary HP India's "Umeed Ke Rang" (Colors of Hope) represents a multi-year corporate social responsibility (CSR) initiative focused on education for underprivileged children, particularly girls, launched in collaboration with Smile Foundation. The program combines digital literacy, educational infrastructure development, and brand communication to position HP as a socially conscious technology brand in India. This case examines how HP India integrated CSR programmi

Executive Summary Colgate-Palmolive India's "Smile Karo Aur Shuru Ho Jao" (Smile and Get Started) campaign represents a documented shift in the brand's communication strategy from product-centric messaging to behavior-focused emotional engagement. Launched in 2019, the campaign moved away from traditional functional benefit communication toward addressing psychological barriers that consumers face in daily life. This case study examines the strategic repositioning, creative e

Executive Summary The Coca-Cola Company launched its "Open Happiness" campaign in January 2009, representing one of the most significant global marketing initiatives in the company's history. According to The Coca-Cola Company's public communications, this campaign marked a strategic shift in brand messaging, moving away from product-centric advertising toward emotional engagement centered on the universal theme of happiness. The campaign was implemented across more than 200

Executive Summary In 2022, Flipkart launched "Kidults," a distinctive brand mascot campaign featuring playful, child-like animated characters in adult scenarios. This case study examines how India's leading e-commerce platform deployed a creative device to enhance brand recall in a competitive digital marketplace. The campaign represented a strategic shift in Flipkart's communication approach, moving from celebrity endorsements and functional messaging to character-based stor

Executive Summary Ariel's "Share the Load" campaign, launched by Procter & Gamble (P&G) in India in 2015, represents a landmark example of purpose-driven marketing that addressed gender inequality in household labor distribution. The campaign evolved from a corporate social responsibility initiative into a sustained brand platform that combined social advocacy with commercial objectives. According to various marketing publications and industry reports, the campaign achieved s

Executive Summary In January 2016, Axe (known as Lynx in the UK, Ireland, Australia, and New Zealand) launched "Find Your Magic," a global marketing campaign that represented a significant strategic pivot from the brand's previous advertising approach. Owned by Unilever, Axe had built its brand identity over two decades on hyper-sexualized advertising featuring the "Axe Effect"—the premise that using Axe products would make men irresistible to women. The "Find Your Magic" cam

Executive Summary In 2019, Procter & Gamble's feminine hygiene brand Whisper (marketed as Always in Western markets) launched the "Touch the Pickle" campaign in India, directly confronting a widespread cultural taboo that restricts menstruating women from touching pickles and entering kitchens. The campaign represented a strategic shift in menstrual hygiene marketing in India, moving from product-feature communication to cultural advocacy. This case examines the campaign's ap

Executive Summary In May 2016, KFC India faced a significant reputational crisis when a customer in Kolkata allegedly found worms in a chicken dish, triggering widespread media coverage and public outcry on social media platforms. The incident posed a direct threat to the brand's core value proposition—food quality and safety—in a market where KFC had been operating since 1995 and had established approximately 350 restaurants by 2016. The controversy required immediate crisis

Executive Summary Tinder, the location-based dating application owned by Match Group Inc., entered the Indian market in 2013. The platform's communication strategy in India has involved navigating cultural sensitivities around modern relationships, dating, and technology-mediated matchmaking in a market traditionally dominated by arranged marriages and family-driven partner selection. This case study examines Tinder India's publicly documented communication approach, market p

Executive Summary The Amazon Great Indian Festival (AGIF) is Amazon India's flagship annual sale event, launched in October 2014 to capture peak consumer spending during India's festive season around Diwali. This case examines publicly documented aspects of AGIF's strategic positioning and verified business impacts, while acknowledging significant limitations in available public data regarding internal metrics and financial performance. Background and Market Context Amazon en

Executive Summary In April 2017, Heineken launched "Worlds Apart," a social experiment-style advertisement that brought together strangers with opposing views on contentious social issues to build furniture, discuss their differences, and ultimately share a beer. The campaign was developed by Publicis London and was released at a time of heightened political polarization, particularly following the 2016 Brexit referendum in the UK and the US presidential election. According t

Shifting Category Perceptions in the Short-Term Rental Market Executive Summary In April 2016, Airbnb launched its "Live There" global marketing campaign, representing a strategic repositioning from a functional accommodation booking platform to an experiential travel brand. According to statements made by Airbnb co-founder and CEO Brian Chesky at the campaign launch, the initiative aimed to differentiate Airbnb from traditional hotel stays by emphasizing authentic, local exp

Executive Summary PepsiCo India launched the "Har Ghoont Mein Swag" campaign in 2018 as part of its strategy to connect with Indian youth through culturally relevant messaging. The campaign represented a shift from traditional celebrity-led advertising to youth-centric cultural positioning, leveraging local language, music, and youth icons to strengthen brand relevance in the Indian market. Background and Market Context PepsiCo has maintained a significant presence in India's

Executive Summary Zomato, founded in 2008 as Foodiebay by Deepinder Goyal and Pankaj Chaddah, evolved from a restaurant discovery platform into India's leading food delivery service. This case examines how Zomato built a distinctive brand personality through integrated marketing campaigns. The company became the first Indian unicorn from the consumer internet space to list on Indian stock exchanges in July 2021, raising ₹9,375 crore through its IPO, as documented in its SEBI

Executive Summary Cadbury Celebrations, launched in 1998 by Cadbury India (now Mondelez India), repositioned chocolate from personal consumption to a festive gifting medium. The brand created an assortment format combining multiple Cadbury chocolates in gift-ready packaging, targeting India's festival occasions, particularly Diwali. This case examines the publicly documented strategy behind creating a new gifting category in India. Market Context and Launch Strategy Cadbury I

Executive Summary In December 2018, Burger King launched the "Whopper Detour" campaign in the United States, a mobile app-based promotion that leveraged geofencing technology to drive customer traffic and app downloads. The campaign offered customers a Whopper sandwich for one cent when ordered through the Burger King mobile app, but only when they were within 600 feet of a McDonald's location. According to Fernando Machado, Burger King's Global Chief Marketing Officer at the

Executive Summary Spotify Wrapped is an annual personalized marketing campaign launched by Spotify that transforms user listening data into shareable, highly engaging content. First introduced in 2016 as "Year in Music," the campaign has evolved into one of the most successful examples of data-driven, user-generated marketing in the digital era. By leveraging first-party data to create personalized year-end summaries, Spotify has turned what could be a simple analytics featur