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Executive Summary The competition between PhonePe and Google Pay (GPay) represents one of the most significant product-led rivalries in India's digital payments ecosystem. Both platforms leveraged the Unified Payments Interface (UPI), launched by the National Payments Corporation of India (NPCI) in 2016, to democratize digital payments across India. This case study examines their strategies, execution, and market outcomes using only publicly documented information. Market Con

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 Dettol, owned by Reckitt Benckiser Group plc (now Reckitt), emerged as one of the most prominent hygiene brands during the COVID-19 pandemic. The brand's response to the crisis demonstrated how established trust, strategic communication, and product availability could be leveraged during a public health emergency. This case study examines Dettol's positioning strategy during the pandemic period (2020-2021) using only verified, publicly available information

June 2025. In an era defined by cultural division and digital overload, even the world's most recognized brand must evolve. Coca-Cola launched "For Everyone," a campaign that didn't just refresh the brand—it re-centered it around something timeless: human connection. This wasn't innovation for its own sake. This was a 137-year-old icon reaching back into its own creative heritage to find a message the world needed now. Stealing From Your Own Greatness The campaign draws inspi

In 1969, when Hindustan Lever launched a blue bar that wasn't soap, Indian housewives were skeptical. "It's not soap?" they asked. "Then how will it wash clothes?" But within two decades, Rin commanded 40% of the detergent bar market, became synonymous with whiteness itself, and created advertising campaigns so iconic they entered popular culture. The tagline "Whiteness strikes with Rin" wasn't just marketing—it was a revolution. Today, Rin remains one of Hindustan Unilever's

The moment everything changed. It was a humid July evening in 2019 when Ramesh stood outside his small tea stall in Koramangala, watching yet another customer walk away disappointed. "Bhaiya, aap cold coffee nahin banate?" the young techie had asked. That was the third person that day asking for something other than his famous cutting chai. Ramesh had spent fifteen years perfecting his tea recipe. His family thought he was crazy to even consider changing anything. "Customer

Executive Summary Amul, India's largest dairy cooperative, has built a distinctive brand presence through its topical advertising strategy centered around the "Amul Girl" mascot and culturally relevant commentary. The Gujarat Cooperative Milk Marketing Federation (GCMMF), which markets Amul products, has maintained this advertising approach since 1966, creating what is widely recognized as one of India's longest-running and most successful advertising campaigns. This case stu

Executive Summary Mamaearth, launched in 2016 by Ghazal and Varun Alagh, emerged as India's first brand to be certified plastic-neutral. Initially positioned as a direct-to-consumer (D2C) digital-first brand, the company expanded into offline retail channels as part of its growth strategy. This case study examines Mamaearth's documented offline penetration approach based on publicly available information from company disclosures, regulatory filings, press releases, and verifi

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

In the candy aisles of India, few names evoke as much nostalgia as Poppins. Those rainbow-colored discs wrapped in colorful packaging, promising fruity tanginess with every bite, have been part of Indian childhoods since the 1950s. Launched by Parle Products—the makers of India's iconic Parle-G biscuit—Poppins became a cultural phenomenon that transcended generations. This is the story of how a simple fruit-flavored candy became synonymous with childhood joy, birthday party f

Executive Summary Tata Motors, India's largest automobile manufacturer by revenue, executed a significant brand transformation in its passenger vehicle division between 2016 and 2020. After years of declining market share and poor brand perception in the passenger car segment, the company launched two vehicles—the Tiago (January 2016) and Nexon (September 2017)—that marked a strategic shift in product design, quality, and customer positioning. This case study examines the pub

August 2010. In advertising agencies across India, creative teams were wrestling with a familiar challenge: how do you make a chocolate break feel magical? For Nestlé Kit Kat, JWT Delhi had a proposition that seemed simple—"Have a Break, Have a Kit Kat"—but the execution needed to be anything but ordinary. What emerged would become one of India's most beloved and technically ambitious advertisements: singing squirrels serenading each other with Bollywood romance in a public p

If Swiggy’s ads feel personal while others fade into noise, it’s because one brand understands who you are—and the other is shouting at everyone. When Zomato launched Zomato Gold, it didn’t chase “people who eat out.” It zeroed in on young urban professionals in metros—frequent diners, experience-seekers, socially driven by FOMO. That precision wasn’t intuition; it was disciplined audience segmentation. The Audience Segmentation Canvas is built for exactly this shift. It repl

Executive Summary Raymond Limited, established in 1925, is India's largest integrated manufacturer of worsted suiting fabric with a significant presence in the branded apparel and retail segments. This case study examines how Raymond has navigated evolving cultural norms around formalwear consumption in India, particularly the shift toward casual and smart-casual dressing that accelerated during and after the COVID-19 pandemic. The analysis is based exclusively on verified pu

Executive Summary Founded in 2012 by Falguni Nayar, Nykaa (FSN E-Commerce Ventures Limited) transitioned from a niche online beauty retailer into a dominant omnichannel force in India’s Beauty and Personal Care (BPC) and fashion markets. Strategically entering a fragmented BPC market with low online penetration, the company positioned itself as a trusted multi-brand platform focused on authentic products and content-led customer engagement. While starting as a digital-first e

Executive Summary Uber Technologies Inc., founded in 2009, revolutionized urban transportation through its ride-hailing platform that connects riders with drivers through a mobile application. Central to Uber's business model is its dynamic pricing algorithm, commonly referred to as "surge pricing," which adjusts fares in real-time based on supply and demand conditions. This case study examines Uber's surge pricing strategy using only verified, publicly available information

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

December 31, 2019. As India prepared to welcome 2020 with fireworks and celebrations, Vivo India posted a tweet that seemed almost heretical for a smartphone company: "Your loved ones don't need a fancy gift this new year but your time. Switch off your phone, give a beautiful start to the year, give some time to your family. #HappyNewYear #SwitchOff #NY2020" It was a bold move—a smartphone manufacturer telling people to stop using smartphones. But behind this paradox lay a pr

In 1867 Switzerland, a premature baby boy named Wanner couldn't breastfeed. Doctors had no solution. Infant mortality rates were catastrophically high—mothers watched helplessly as their babies starved. Then a German-born pharmacist named Henri Nestlé fed the child his experimental creation: a mixture of cow's milk, wheat flour, and sugar called "Farine Lactée." The baby survived. Word spread rapidly. By 1874, the infant cereal was sold in 18 countries. Today, that formula—ev

Executive Summary McDonald's Corporation, the world's largest fast-food chain by revenue and restaurant count, has faced significant challenges since the early 2010s as consumer preferences shifted toward healthier eating options. This case study examines McDonald's strategic response to declining sales and changing market dynamics through menu innovation, ingredient transparency, and brand repositioning. The analysis focuses exclusively on publicly documented information fro