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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 Asian Paints, India's largest paint company by market share, strategically expanded beyond functional paints into the premium home décor segment through multiple brand extensions and retail format innovations. The company launched Beautiful Homes Service  (interior design and execution), and Asian Paints Home Décor  to capture higher wallet share from consumers upgrading their homes. This case examines how a category leader in paints leveraged brand equity,

Executive Summary Reliance Jio Infocomm Limited ("Jio"), launched commercially on September 5, 2016, by Reliance Industries Limited (RIL), executed one of the most aggressive market entry strategies in global telecommunications history. By offering free voice calls and data at approximately ₹50/GB compared to the industry average of ₹200-300/GB, Jio acquired 100 million subscribers within 170 days of launch—the fastest such acquisition globally at that time, according to RIL'

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 Blinkit (formerly Grofers) pivoted from a traditional hyperlocal grocery delivery model to creating India's quick commerce category with a 10-minute delivery promise. Founded in 2013 as Grofers by Albinder Dhindsa and Saurabh Kumar, the company rebranded to Blinkit in December 2021 and was subsequently acquired by Zomato in August 2022 for approximately ₹4,447 crore. This case examines the strategic pivot from marketplace to dark store-led quick commerce, th

Executive Summary Tata Tea's "Jaago Re" (Wake Up) campaign, launched in 2007, represents a pioneering example of purpose-driven marketing in India. The campaign transformed a commodity tea brand into a cultural movement by connecting product consumption with civic awakening and social consciousness. According to interviews with campaign architects, Jaago Re was developed by Lowe Lintas (now Mullen Lintas) and positioned Tata Tea beyond functional benefits to address voter apa

Executive Summary Zepto, founded in 2021 by Stanford dropouts Aadit Palicha (19) and Kaivalya Vohra (17), pioneered the 10-minute grocery delivery model in India's quick commerce sector. The company raised over $1.35 billion across multiple funding rounds by December 2024, achieving a valuation of $5 billion in its June 2024 Series F round, according to multiple reports from Bloomberg and Economic Times. As of late 2024, Zepto announced plans for an initial public offering (I

Executive Summary In January 2022, Tata Sons reacquired Air India for ₹18,000 crore ($2.4 billion), marking the return of the airline to its founding family after 69 years of government ownership. The acquisition included Air India, Air India Express, and a 50% stake in ground handling company AISATS. The case examines Tata's strategic approach to reviving a debt-laden, operationally challenged national carrier through rebranding, fleet modernization, service redesign, and or

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 Tata Nano, launched in 2009 as the world's cheapest car at ₹1 lakh (approximately $2,000), represents one of India's most significant marketing and brand positioning failures. Despite technological innovation and clear affordability intentions, the product's positioning as the "cheapest car" created adverse perceptions among target consumers, leading to poor sales performance and eventual discontinuation. This case examines the strategic decisions, execu

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 Swiggy Instamart, launched in August 2020 as Swiggy's quick commerce offering, represents India's aggressive entry into the 10-30 minute grocery delivery segment. Operating through a network of dark stores (micro-fulfillment centers) strategically positioned in high-density urban micro-markets, Instamart expanded rapidly from initial pilots to become one of India's leading quick commerce players alongside Blinkit (Zomato) and Zepto. This case examines Swiggy

Executive Summary Zomato, founded in 2008 as a restaurant discovery platform, pivoted to food delivery in 2015 and has since evolved into India's largest food delivery platform with approximately 60% market share. Central to its competitive strategy has been the deployment of machine learning algorithms for personalization, demand prediction, and logistics optimization. According to public disclosures, Zomato processes over 2 billion monthly platform interactions, leverages A

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 Old Spice, a 73-year-old men's grooming brand owned by Procter & Gamble, faced severe market share erosion and brand relevance decline by the mid-2000s, perceived as outdated by younger consumers. Between 2010-2013, Old Spice executed a comprehensive repositioning campaign centered on the "The Man Your Man Could Smell Like" platform, leveraging disruptive creative, digital-first distribution, and real-time social media engagement. The campaign reversed decli

Executive Summary Flipkart, founded in 2007 as India's pioneering e-commerce marketplace, underwent significant ownership and strategic transition following Walmart's $16 billion acquisition of approximately 77% stake in May 2018. The post-acquisition period (2018-2024) presented Flipkart with challenges including intensified competition from Amazon India, regulatory scrutiny of foreign e-commerce investments, and integration with Walmart's global operations while maintaining

Executive Summary Meesho, founded in 2015 by Vidit Aatrey and Sanjeev Barnwal, evolved from a social reselling platform into India's leading e-commerce player targeting tier-II, tier-III, and beyond markets. The company strategically positioned itself to serve underserved semi-urban and rural consumers through a combination of vernacular interfaces, zero-commission marketplace structure, and referral-driven user acquisition. According to Meesho's public statements, the platfo

Executive Summary Nykaa (FSN E-Commerce Ventures Limited), founded in 2012 by Falguni Nayar, emerged as India's leading online beauty and personal care retailer through a business model combining e-commerce, owned brand development, and content creation. The company went public in November 2021, becoming one of India's few profitable consumer internet IPOs. While business media and startup literature frequently characterize Nykaa's strategy as a "content-commerce flywheel" dr

In 2018, three IIT Jodhpur alumni— Lal Chand Bisu  (CEO), Vikas Goyal , and Vinod Kumar Meena —launched Kuku FM in Mumbai with a mission to reimagine audio content for India's rapidly growing internet population. Their target? The millions of new users from Tier 2 and Tier 3 cities who were coming online for the first time. Vinod's personal journey from a small village in Rajasthan to building a tech startup exemplifies the demographic they set out to serve—aspirational India

Marketing data analysis is a skill that combines creativity with numbers. If you want to understand customer behaviour, track campaign success, and make data-driven decisions, mastering the right tools is crucial. The right software and platforms help you collect, clean, analyze, and visualize data efficiently. This post highlights the top five tools you need to master to become a successful marketing data analyst. 1. Microsoft Excel Excel remains a foundational tool for any