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Executive Summary In October 2020, Tanishq, the jewelry brand owned by Titan Company Limited (a Tata Group company), launched an advertisement for its "Ekatvam" (meaning "oneness" or "unity") collection. The advertisement depicted an interfaith baby shower organized by a Muslim family for their Hindu daughter-in-law. Within days of its release, the advertisement sparked intense controversy on social media, leading to accusations of promoting "love jihad" (a controversial term

Executive Summary In 2019, Swiggy launched "Voice of Hunger," a digital campaign featuring interactive voice-based challenges on social media platforms. The campaign aimed to drive brand engagement and app usage through user-generated content and gamification, leveraging India's growing smartphone penetration and social media adoption. This case examines the campaign's structure, execution approach, and documented outcomes based entirely on publicly available information from

Executive Summary In September 2018, Nike launched "Dream Crazy," a campaign featuring former NFL quarterback Colin Kaepernick as the face of the brand's 30th anniversary "Just Do It" campaign. Kaepernick had become a controversial figure in American sports and politics after kneeling during the national anthem to protest racial injustice and police brutality, beginning in 2016. The campaign generated immediate and intense polarization: some consumers publicly burned Nike pro

Executive Summary Nescafé, Nestlé's flagship instant coffee brand, launched the "#ItAllStarts" campaign in India in 2015 to reposition the brand from a functional morning beverage to an emotional enabler of new beginnings and personal transformation. The campaign represented a strategic shift in Nescafé's communication approach—moving from product-centric messaging to insight-driven storytelling that connected coffee consumption with meaningful life moments. This case examine

Executive Summary In November 2013, Google India launched a 3-minute, 31-second advertisement titled "Google Search: Reunion" as part of its broader efforts to demonstrate product utility and build emotional connection with Indian consumers. The campaign, created by Ogilvy & Mather India, told the story of two childhood friends separated during the India-Pakistan Partition of 1947, who reconnect through their granddaughters using Google Search. According to reports in Campaig

Executive Summary Apple's "Shot on iPhone" campaign, launched in January 2015, represents one of the most sustained user-generated content (UGC) marketing initiatives in consumer technology. The campaign showcased photographs and videos captured by iPhone users on billboards, print advertisements, television commercials, and digital platforms globally. This case examines Apple's strategic approach to leveraging customer-created content to demonstrate product capability, build

Executive Summary Nescafé, Nestlé's instant coffee brand, launched the "Badalti Coffee, Badalta India" (Changing Coffee, Changing India) campaign in India during 2023-2024 to reposition instant coffee within the context of India's aspirational youth demographics and evolving beverage consumption patterns. The campaign represented a strategic shift from product-centric messaging to cultural positioning, attempting to link instant coffee adoption with broader narratives of pers

Executive Summary The "Kuch Meetha Ho Jaaye" (Have Something Sweet) campaign by Cadbury Dairy Milk, launched in the early 2000s, represents a strategic attempt to reposition chocolate as an acceptable substitute for traditional Indian sweets (mithai) across various consumption occasions. The campaign aimed to expand consumption beyond children to adults, and from celebratory moments to everyday occasions. This case examines the strategic rationale, execution approach, and mar

Executive Summary The Vodafone ZooZoo campaign, launched during the Indian Premier League (IPL) 2009, represents a landmark case in character-based mass advertising in India. Created by Ogilvy & Mather, the campaign featured white, alien-like characters called ZooZoos in over 30 television commercials to explain Vodafone's value-added services. The campaign achieved significant brand recall and cultural penetration through simple storytelling, repetitive exposure during high-

Executive Summary In 2004, Unilever's Dove brand launched the "Campaign for Real Beauty," a long-term marketing initiative that repositioned the brand from functional product benefits to purpose-driven messaging around female beauty standards and self-esteem. Over two decades, the campaign evolved through multiple phases including "Real Beauty Sketches" (2013), self-esteem education programs, and continued social advocacy. While precise financial attribution remains undisclos

Executive Summary Maggi noodles, Nestlé India's flagship instant noodles brand with over three decades of market presence, faced an unprecedented crisis in 2015 when Indian food safety regulators banned the product over alleged excessive lead content and labeling violations. The ban, which lasted approximately five months (June-November 2015), resulted in complete market withdrawal, substantial financial losses, and severe brand equity damage. Following regulatory clearance a

Executive Summary Tata Tea (later rebranded as Tata Consumer Products) launched the "Jaago Re" (Wake Up) campaign in 2007, marking a strategic shift from functional product-focused marketing to purpose-driven brand positioning centered on social consciousness and civic engagement. The campaign evolved across multiple phases from 2007 through the 2010s, addressing issues including voter registration, corruption, road safety, and women's safety. While extensively covered in mar

Executive Summary Cadbury Dairy Milk's "Kuch Meetha Ho Jaaye" (Let's have something sweet) campaign, launched in India around 2005, represents one of the most enduring examples of cultural insight-led marketing in the Indian FMCG sector. The campaign strategically tapped into the deep-rooted Indian cultural association between sweetness and celebration, repositioning chocolate consumption from a children's category to an all-occasion celebratory treat for all age groups. This

Executive Summary Surf Excel, Hindustan Unilever Limited's (HUL) premium laundry detergent brand, launched the "Daag Achhe Hain" (Stains Are Good) campaign in 2005, marking a strategic departure from functional, product-benefit advertising toward value-based, emotional storytelling. This case examines the campaign's strategic rationale, execution approach, documented business outcomes, and broader implications for advertising strategy in the Indian FMCG sector, based exclusiv

Executive Summary This case study examines Britannia Industries Limited's strategic shift toward nutrition-focused positioning through its "Eat Healthy, Think Better" campaign and broader brand evolution. The analysis covers the period from approximately 2017-2024, during which Britannia repositioned itself from a traditional biscuit manufacturer to a nutrition and wellness-oriented food company. This transformation involved portfolio expansion, reformulation initiatives, mar

Executive Summary Coca-Cola India launched its "Share a Coke" campaign in 2013-2014, adapting the global personalization marketing strategy that originated in Australia in 2011. The campaign replaced the iconic Coca-Cola logo on bottles with popular Indian names, nicknames, and terms of endearment, aiming to reverse declining youth consumption and drive trial among millennials. This case study examines the strategic rationale, execution approach, and documented business outco

Executive Summary Pidilite Industries' Fevicol has achieved what few brands accomplish—becoming synonymous with its product category while maintaining 70% market share in India's adhesive market for over five decades. This case examines Fevicol's distinctive advertising strategy built on humor, hyperbole, and visual storytelling that transformed a functional industrial product into a cultural icon. Through campaigns spanning from the 1990s to present, Fevicol demonstrated how

Executive Summary Since 1966, Amul—India's largest dairy cooperative—has executed one of the world's longest-running and most distinctive advertising campaigns through its topical billboards and print ads featuring the iconic Amul Girl. For over five decades, Amul has maintained cultural relevance by commenting on political events, sports victories, entertainment controversies, and social issues through witty wordplay, timely illustrations, and the unchanging mascot of a mopp