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As India celebrated its 79th Independence Day, JSW Paints launched a campaign that challenged conventional ways of experiencing patriotism. Their latest "Think Beautiful" film goes beyond how we see the Indian flag, inviting viewers to experience its beauty through emotion, memory and touch. This isn't just another Independence Day advertisement – it's a profound meditation on how beauty and patriotism transcend the visual, touching the very core of human emotion and connecti

Executive Summary Razorpay, founded in 2014 by Harshil Mathur and Shashank Kumar (both IIT Roorkee alumni), emerged as one of India's leading payment gateway providers. The company evolved from a simple payment processor to a full-stack financial solutions platform serving over 10 million businesses as of 2024, according to company statements. Razorpay achieved unicorn status in 2021 with a valuation of $7.5 billion following a $375 million Series F funding round led by Lone

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 Nivea, owned by Beiersdorf AG (Hamburg, Germany), operates in over 200 countries as one of the world's leading skincare brands. The brand faces the fundamental challenge of maintaining global consistency while adapting to diverse local markets. According to Beiersdorf's Annual Report 2022, the Consumer Business segment (predominantly Nivea) generated sales of €7,612 million in 2022. Strategic Context Beiersdorf pursues what it calls a "glocal" strategy. The

In 2025, Parle-G unveiled a new Durga Puja campaign that has been resonating deeply with audiences across the country. For those who've grown up with those familiar orange packets and have countless memories tied to this iconic biscuit, this campaign strikes an emotional chord that's hard to ignore. When Brands Get It Right Parle Products launched a new campaign for its iconic brand, Parle-G, celebrating the grandeur and cultural essence of Durga Puja and what stands out imme

Executive Summary Ola Electric, founded in 2017 as a subsidiary of ANI Technologies (Ola Cabs' parent company), represents India's attempt to build a vertically integrated electric vehicle ecosystem. The company commenced commercial operations with electric scooters in December 2021 and has pursued an integrated strategy encompassing manufacturing, battery technology, charging infrastructure, and software development. This case examines Ola Electric's ecosystem approach. Comp

Trust isn’t built by brands anymore — it’s borrowed from strangers. Last week, I froze between two identical biryani outlets on Swiggy. Same price, same promise of “authentic Hyderabadi taste.” One had 847 reviews at 4.3 stars. The other? Just 12 reviews at 4.8. I chose the 847. Days later, I picked a plumber on Urban Company not because he was cheapest, but because 156 people had already survived their leaking pipes with him. The pattern is clear: social proof has evolved fr

Executive Summary Colgate-Palmolive India launched Vedshakti, an Ayurveda-inspired toothpaste range, to tap into India's growing preference for natural and traditional wellness products. The brand aimed to bridge the gap between modern oral care and Ayurvedic formulations, positioning itself within a category increasingly dominated by local players like Patanjali and Dabur. This case examines the product's launch context, market positioning, and strategic considerations in a

Somewhere in Delhi, at a college party, two students struck up a conversation that would eventually impact millions. Supriya Paul was in her third year at Sri Venkateswara College, pursuing a bachelor's in commerce. Shobhit Banga was in his second year studying business administration at GD Goenka World Institute. They got talking and discovered something remarkable: a shared passion for "motivating the student community by shaking things up." It wasn't just empty college tal

The hallways of the University of Pennsylvania in 2007 witnessed countless friendships form, but few would transform an entire industry. American duo David Back and Greg Moran met while studying at the University of Pennsylvania, where both graduated in 2007. They were just two ambitious graduates among thousands, with no way of knowing their friendship would eventually bring America's car rental culture to a country where such services simply didn't exist. After graduation,

The screen fades in on a scene that thousands of Indian families know but few want to acknowledge. An old age home. A son, unable to care for his elderly mother, makes the painful decision to leave her there. The camera captures what words cannot – the mother's resigned acceptance, the son's conflicted departure, the quiet devastation of a relationship fractured by circumstance rather than choice. This was how Domino's chose to wish India a Happy Mother's Day in 2018. What fo

In 2013, a clever wordplay emerged from the offices of Lowe Lintas that would evolve into something far more significant than anyone anticipated. Havells kickstarted the 'Hawa Badlegi' series of ads way back in 2013. Lowe Lintas had initiated the series with four ads that used the 'hawa badlegi' phrase as a pun that addresses the industry segment Havells is in (fans, besides other white goods) and social consciousness. "Hawa Badlegi" – the wind will change. It worked on multi

Picture this. You’re scrolling on your phone late at night. Suddenly you hear “Idea hai!” You don’t need to look at the screen—you already know the brand. Or you’re walking past a chai stall and spot that distinctive blue-and-white look . Before reading a single word, you know it’s Amul . That instant recognition isn’t luck or magic. It’s the result of Designing distinctive brand codes- The Indian Brand Story  that sounds, colours, phrases, and visuals that brands repeat so c

Executive Summary Spotify launched in India in February 2019, entering a market already dominated by established players like Gaana, JioSaavn, and YouTube Music. According to Spotify's Q1 2019 earnings call, India represented "one of the world's most exciting music markets" with significant growth potential. The company's entry strategy centered on localization—adapting its global playlist model to India's diverse linguistic and cultural landscape. This case examines how Spot

Executive Summary PhonePe, founded in December 2015 by Sameer Nigam, Rahul Chari, and Burzin Engineer, emerged as India's leading digital payments platform by focusing on user experience simplification in a market characterized by low digital literacy and fragmented payment infrastructure. According to the National Payments Corporation of India (NPCI) data released in November 2024, PhonePe processed 7.34 billion UPI transactions in that month, representing approximately 48%

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 Zomato, founded in 2008 by Deepinder Goyal and Pankaj Chaddah, evolved from a restaurant discovery platform into India's leading food delivery company. This case study examines how Zomato developed and leveraged a distinctive brand voice as a competitive asset in India's crowded food-tech market, particularly during its rivalry with Swiggy and subsequent market consolidation. The analysis focuses exclusively on publicly verified information regarding Zomato'

Making decisions can be challenging, especially when the stakes are high or the options seem unclear. One approach that helps simplify complex choices is the On and Off Strategy . This method breaks down decisions into clear, actionable steps by focusing on when to engage (on) and when to pause or stop (off). Understanding how to apply this strategy can improve clarity, reduce stress, and lead to better outcomes in both personal and professional life. What Is the On and Off S

Every great story begins with a spark—but impact comes only when that spark is built into something people can climb. I saw this clearly with a small chai stall owner in Bangalore. He put up a simple handwritten sign: “Every cup comes with a story.”  When customers asked, he shared stories—about Assam’s tea gardens, Kerala’s spice traders, or lessons from his grandfather on brewing the perfect chai. Within three months, there was a line outside his stall. Not because the chai

Executive Summary Parle-G, manufactured by Parle Products Private Limited, is India's largest-selling biscuit brand and one of the most recognized consumer goods brands in the country. Launched in 1939, the glucose biscuit has maintained market leadership for decades through a strategy centered on affordability, wide distribution, and consistent quality. This case examines how Parle-G has sustained generational loyalty in India's highly price-sensitive mass market while compe