Campaign Case Studies

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