ALL

As brands competed for attention with loud celebrations and discount announcements, HP India chose a quieter, more profound narrative. They released "Tum Toh Fairy Ho" (You're a Fairy)—a campaign that would redefine how technology brands could speak about entrepreneurship, struggle, and the unsung heroes powering India's economy. A Story Rooted in Reality The beautifully shot campaign captures the inspiring journey of a dressmaker and her children as they transform their trad

When McDonald's opened its first Indian outlet in 1996, skeptics predicted disaster. How could the world's largest burger chain—built on beef—succeed in a country where cows are sacred and 40% of the population is vegetarian? Yet today, McDonald's operates over 440 restaurants across India, generating over ₹2,200 crore annually in the west and south alone. This is the remarkable story of how two Indian entrepreneurs convinced an American giant to reinvent itself, creating the

Executive Summary FabIndia is an Indian retail company founded in 1960 by John Bissell, an American working with the Ford Foundation in India. According to multiple press reports and company statements, FabIndia operates as a community-owned company connecting rural craft producers with urban consumers. The company sells handcrafted products including apparel, home furnishings, and personal care items sourced from artisan communities across India. As reported by The Economic

Executive Summary Myntra, acquired by Flipkart in 2014, has pursued a private label strategy as a core component of its business model in India's fashion e-commerce market. This case study examines Myntra's approach to building and scaling private label brands, based exclusively on publicly documented information from company statements, executive interviews, and credible industry reports. Company Background Myntra was founded in 2007 as a personalization platform before pivo

It was 11:47 PM on a Sunday night when Amul's design team received the alert. Rishi Sunak had just been announced as the UK's Prime Minister—the first British-Indian to hold the position. By 7:30 AM Monday morning, billboards across Mumbai featured Amul's iconic butter girl with a cleverly crafted topical, celebrating the moment. The internet erupted. Shares, likes, comments—the brand had done it again. This wasn't luck. This was moment marketing at its finest by using Moment

Executive Summary Apple Pay represents a significant milestone in the evolution of digital payments and financial technology. Launched in October 2014, Apple Pay transformed the way consumers interact with payment systems by leveraging Near Field Communication (NFC) technology, biometric authentication, and the iPhone's installed base. This case study examines Apple Pay's impact on consumer payment behavior, its strategic positioning within the fintech ecosystem, and the broa

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 Airbnb's "Belong Anywhere" campaign, launched in July 2014, represented a fundamental repositioning of the company from a transactional accommodation marketplace to an aspirational brand centered on human connection and belonging. This case study examines the strategic rationale, execution, and outcomes of this brand transformation using only verified, publicly available information. The repositioning coincided with Airbnb's evolution from a startup to a glo

October 2025. As Diwali approached and brands across India prepared their usual festive campaigns filled with sparklers, gifts, and family feasts, OPPO India chose to tell a different story. They launched 'Tum Jagmagao'—a campaign that would ask Indians to look inward rather than outward, to find light within themselves rather than just in the diyas they lit. The campaign featured Bollywood star Ranbir Kapoor and actor Jitendra Kumar, launching across OPPO India's social chan

In 1986, when producing bhujia on a large scale was considered impossible, a school dropout from Bikaner decided to carve his own path. Shiv Ratan Agarwal left his family's legendary Haldiram business to build something new. Today, Bikaji Foods International commands an ₹18,798 crore market cap, produces 35,588 tonnes of Bikaneri bhujia annually, and exports to 35 countries. This is the story of how determination, tradition, and innovation transformed regional snacks into a g

Last week, I watched my 67-year-old mother scroll Instagram for twenty minutes straight. She laughed at a reel on South Indian filter coffee, saved a post about home remedies, and—here’s the kicker—opened Zomato because a food video made her crave biryani at 10 PM. It hit me: attention is currency, and most of us are broke. Think about it. How often do you open an app “just for a minute” and surface thirty minutes later, wondering where the time went? We’re drowning in conten

Executive Summary Bisleri International Pvt. Ltd. has been a dominant player in India's packaged drinking water industry since its entry in 1965. The brand transformed from an imported glass-bottled product to India's largest-selling packaged drinking water brand, with "Bisleri" becoming virtually synonymous with bottled water in Indian consumer vocabulary. This case study examines Bisleri's journey in building consumer trust through product safety, distribution reach, and br

Executive Summary Tata Cliq, launched in May 2016, represented Tata Group's entry into India's competitive horizontal e-commerce marketplace. Operating under Tata UniStore Limited (a subsidiary of Tata Industries), the platform positioned itself as a multi-brand online retailer competing against established players like Amazon India and Flipkart. Unlike pure-play e-commerce companies, Tata Cliq leveraged the conglomerate's extensive offline retail partnerships and brand equit

Executive Summary BigBasket, founded in 2011 by VS Sudhakar, Hari Menon, Vipul Parekh, VS Ramesh, and Abhinay Choudhari, emerged as India's largest online grocery retailer by pioneering an inventory-led model in a market traditionally dominated by hyperlocal and marketplace approaches. The company's strategic focus on controlling its supply chain through owned warehouses, direct sourcing from farmers and manufacturers, and technology-enabled logistics distinguished it from co

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 Nike and Adidas represent two distinct approaches to global sportswear brand positioning. Nike, headquartered in Beaverton, Oregon, and Adidas, based in Herzogenaurach, Germany, have pursued different strategic paths in building their brands globally. This case study examines their publicly disclosed positioning strategies, focusing on brand philosophy, athlete partnerships, product innovation approaches, and geographic expansion tactics. Company Background

Open any Indian kitchen cabinet, and there's a good chance you'll find that familiar green packet with Madhubani art—Aashirvaad Atta. But here's what most people don't know: when ITC launched Aashirvaad in 2002, they were the latecomers. HUL's Annapurna and General Mills' Pillsbury had already captured the market. Yet within four years, Aashirvaad became India's #1 packaged atta. Today, it's an ₹8,000+ crore brand that changed how India buys wheat flour. This is the story of

In July 2022, two organizations with a common mission came together to create something meaningful for Indian sports. Nestlé MILO joined forces with Inspire Institute of Sport (IIS), one of India's premier training centers with a vision to create and develop Olympic champions in India. What emerged from this partnership was more than just a brand collaboration—it was a campaign that spoke directly to the heart of what makes champions: the ability to motivate oneself. IIS leve

Executive Summary Tinder, the globally recognized dating application owned by Match Group Inc., entered the Indian market in 2013, positioning itself at the intersection of technological advancement and evolving social attitudes toward relationships and dating. India represents a complex market characterized by traditional arranged marriage norms, conservative family structures, and rapidly changing youth behavior driven by urbanization, smartphone penetration, and internet a

It was 11:37 PM on a Tuesday. Priya, a 28-year-old product manager in Bangalore, scrolled past a mattress ad on Instagram without a second thought. Days later, a casual chai-break conversation, a LinkedIn review, a YouTube ad, and a half-forgotten cart visit quietly added up. Nothing felt decisive—until a simple WhatsApp nudge with a discount closed the sale. So where did her journey begin? Instagram, chai, LinkedIn, YouTube, or WhatsApp? The truth: all of them—and none alo