Srinivas Seshadri’s Post

The ad that rebranded milk This world milk day, a look back at the iconic ‘Piyo glassful doodh’ ad that made milk cool again It was early 90s and the National Dairy Development Board (NDDB) was facing an interesting challenge. Milk was facing competition from unexpected quarters!!! While India had become the largest producer & consumer of milk in the world, NDDB observed that milk consumption was skewed towards rural India. In a study done around 1993-94, it was found that milk consumption was falling in urban areas in India. A further deep dive revealed that milk was losing to its cooler cousins – cola drinks. In a newly liberalised India, carbonated beverages & sweet drinks were better accessible and found appeal over milk among young Indian consumers. As milk started losing its appeal among young people in Urban India, it began to be seen as a drink “that your mother forced down your throat”. NDDB, the statutory body founded by Dr Verghese Kurien realized that Milk had an ‘image’ issue. The need of the hour was to make milk fun & youthful similar to the image which cola drinks were enjoying. The brief to the agency (FCB Ulka) was to showcase benefits of milk and make it relevant again. The target group: Young urban Indian consumer. The result was the now iconic ‘Piyo glassful doodh’ which caught the imagination of an entire nation. A memorable jingle, a contemporary vibe and the fun factor in the film – everything came together in this iconic film which not just celebrated milk but also subtly showcased India’s cultural diversity. Thanks to the ad,” Doodh ban gaya very nice”. It is widely acknowledged that the campaign went a long way in reinventing the image of milk. As we celebrate World Milk Day today, three cheers to ‘wonderful doodh’ and this timeless classic. Fun fact: Such was the engagement level & appeal of the ad that kids would wait till the end of the end so as to not miss the famous baritone “Moooo”. https://lnkd.in/gGZs2GaJ #NDDB #Doodh #WorldMilkDay 

The ad that helped milk win against cola drinks A look back at the iconic ‘Piyo glassful doodh’ ad that made milk cool again. It was early 90s and the National Dairy Development Board (NDDB) was facing an interesting challenge. Milk was facing competition from unexpected quarters!!! While India had become the largest producer & consumer of milk in the world, NDDB observed that milk consumption was skewed towards rural India. In a study done around 1993-94, it was found that milk consumption was falling in urban areas in India. A further deep dive revealed that milk was losing to its cooler cousins – cola drinks. In a newly liberalized India, carbonated beverages & sweet drinks were better accessible and found appeal over milk among young Indian consumers. As milk started losing its appeal among young people in Urban India, it began to be seen as a drink “that your mother forced down your throat”. NDDB, the statutory body founded by Dr Verghese Kurien realized that Milk had an ‘image’ issue. The need of the hour was to make milk fun & youthful similar to the image which cola drinks were enjoying. The brief to the agency (FCB Ulka) was to showcase benefits of milk and make it relevant again. The target group: Young urban Indian consumer. The result was the now iconic ‘Piyo glassful doodh’ which caught the imagination of an entire nation. A memorable jingle, a contemporary vibe and the fun factor in the film – everything came together in this iconic film which not just celebrated milk but also subtly showcased India’s cultural diversity. Thanks to the ad,” Doodh ban gaya very nice”. It is widely acknowledged that the campaign went a long way in reinventing the image of milk. Fun fact: Such was the engagement level & appeal of the ad that kids would wait till the end of the end so as to not miss the famous baritone “Moooo”. (All rights to the video belong to their respective owners) #NDDB #Doodh #IconicAds #Advertising #Marketing

'Acidity se rahaat chaahiye toh bhature banaane waala nahi, pachaane waala solution lo.' Saw a Gas-o-fast ad recently, where they took a dig at Eno, coming from the insight that Eno is used in most Indian kitchens to make dhoklas and bhaturas, more than it is to relieve gas. But doesn't this come more from a place of Eno actually being a household name and not really from its inefficiency as an antacid? 'Jo antacid khaana banate hain, unko bolo no, aur acidity se raahat ke liye, Gas-O-Fast Asli Jeera lo!' The entire communication along with the tag line, nudges the consumer to say no to competitor brands only because they aren't as good as their product. This strategy where instead of telling your product's merits and RTBs, you talk about how a competitor brand isn't good enough — does it really work in today's day and age? Will that establish a case strong enough to make the consumer shift from using something as familiar as Eno? And since technically any antacid can be used to make the batter rise, is it even a cool insight from a business lens? Share your thoughts in the comments. Pinning the ad here 👇🏻 https://lnkd.in/dnffefTN #advertisingandmarketing #advertising #ads

Raksha Bandhan is round the corner. Wedding and festival season too. So, it is understandable that 'gifting' is in the air. And two ad campaigns take the extreme opposite routes, interestingly! IGP's ad campaign, by the agency Talented, goes back in time, W-A-Y back in time, to make time itself the voice of the ad, spoofing Doordarshan's Mahabharat 'Samay', the time (voiced by Harish Bhimani)! The writing is funny in a corny way, and the link to 'on time' at the end ('samay par') is a good way to justify using 'samay' as the narrator. But other than the spoofy tone, I couldn't find any specific reason to consider IGP. Of course, I haven't heard of IGP at all so far, so I did check them out and found them to be quite similar to FnP (Ferns and Petals) that I have used quite often in recent times. On the other extreme is Bellavita's ad (agency: Daftar Creative Room). If the IGP ad went back in time, the Bella Vita ad goes to the future - AI! Not just any AI that we are familiar with yet, but a personified 'firangi' AI with attitude and one that swears in Hindi the way the Brits spoke in Lagaan 😂 Like the IGP ad, the tone is the main selling point, but this ad at least pitches one interesting change of perspective - "Think beyond Meetha. Gift Bellavita". That 'Meetha' is the default 'gift' (no thinking needed; and perhaps the worst in terms of health, given the amount of meetha we all accumulate and consume during the festive season), there is a crying need to look beyond it. Bellavita may not be it, but the brand at least makes a rhyming pitch in that direction :) Passable fun ads, both! #advertising #marketing #gifting

Appreciation Post for Meaningful Ads! (Part-15) This advertisement is by a brand synonymous with packaged drinking water for over 50 years but is now pumping up the FIZZ with its carbonated soft drinks portfolio. Yes, it’s my brand, Bisleri International Pvt Ltd, #Limonata 😊 The campaign is our recurring effort to connect with the (#GenZ) of this country and bring a cool and refreshing drink to everyone else this summer. The campaign's key highlights were: 1. Single and Crisp Message: The “#DoubleTheChill” campaign blends and brings alive the HERO product ingredients, “Lime and Mint”. The reiteration in the film with supers and up-tempo music helps land “What the product contains” without being overt. 2. Dynamic Duo: #Genz heartthrob, Aditya Roya Kapoor and #ChunkyPandey (making a witty comeback) will help us build product awareness. Also, it will help consumers enjoy and engage with the film. 3. Brought Senses Alive: When you market a food or beverage, it’s about appealing to consumers' senses, like “I want to eat that“ OR “I want to drink this” and help them make an “IMPULSE” purchase. This campaign does this throughout the film with food colours, showcasing ingredients, appetising consumption shots and more. Congratulations to the dream team for bringing this alive :) Priya Biyani Arora, Binti Vij Kothari, Navneet Dugar, Rupal Kalle, Abhay Gandhi and our lead Tushar Malhotra to help make it happen.   #newad #advertising #learning

Two supposedly bad table manners make it to advertising and are actually normalized and glorified! Have you been told not to lick your fingers at the table while eating? Or not to talk with your mouth full (of food)? The new mid-September ad campaign for Ksheer Ghee (agency: ^a t o m Network) has an entire family creating a new language using nothing but sounds of their fingers being licked... because of Ksheer ghee, of course :) I'm not entirely convinced that ghee can make people lick their fingers. I do it with a lot of relish—as a card-carrying South Indian who loves eating with my own hands—when it comes to liquidy items like Vatha Kozhambu, Arachu Vitta Sambhar, Lemon Rasam, among others in Tamil cuisine, but ghee and finger-licking seems like a bit of a stretch. But it's a typical advertising-led exaggeration, so it is a serviceable stretch. It's only when the mother licks and then picks up a Puri from the plate that I felt a bit icky, but largely, this is a fun idea to depict deliciousness, presented well. The next is from a brand that made 'finger licking' world famous! KFC has been using 'It's Finger Lickin' Good' slogan since 1950 and had to briefly pause its usage in 2020-2022 because 'finger licking' became briefly out of fashion during a worldwide pandemic! But KFC's new campaign, launched last week in Australia (agency: Ogilvy) has two women gleefully enjoying their chicken and exclaiming excitedly about the taste with their mouths full. And making the 'talking when your mouth is full' a language on its own, just like the Ksheer Ghee ad! It's a great idea and one that most normal people indulge in when the food is tasty. And both these ideas have long legs - both brands could extend the idea to add more stories of people 'talking' (through finger licks and mouthfulls) with topical conversations. Both ads play back-to-back. #advertising #creativity #creative #marketing #food

Glucose-D: When Gabbar’s Asli Pasand Became Every Child’s Favourite. In the 1970s, Britannia's Glucose-D turned the advertising world on its head by featuring Amjad Khan as the iconic Gabbar Singh from *Sholay*. This daring move captivated kids and skyrocketed sales, forever changing Indian advertising. The Scene: In a sun-drenched quarry, Gabbar demands, "Arey o Kaalia, gaanv se mere liye kya laaye re?" Kaalia meekly offers biscuits. Gabbar spits them out in disgust, then dramatically shoots at biscuits thrown in the air. Only Britannia Glucose-D remains unbroken, showcasing its unmatched quality. The Slogan: “Gabbar ki asli pasand”—a simple, powerful line that resonated nationwide, crossing language barriers and becoming an iconic catchphrase. Impact: This 1977 ad won ‘Best Ad Film’ and introduced Bollywood stars to commercials, making celebrity endorsements a trend and elevating the status of ad films. ### Creativity Insights: 1. Daring Choices: Using a notorious character proved that bold risks can pay off. 2. Memorable Tagline: Simple, catchy phrases stick. 3. Cultural Connection: Bridging cultural gaps broadens appeal. 4. Star Power:Celebrities boost brand credibility. 5. Engaging Storytelling: A compelling narrative leaves a lasting impression. This campaign is a masterclass in creative advertising, proving that innovation can reshape industry standards and captivate audiences.

Celebration & confusion in adland as MIB restricts SDC mandate to health & food sectors. While marketers laud MIB’s decision to leave out other sectors from the SDC mandate, they say the new order lacks clarity on what products can be categorised in the Food & Health categories. #RakeshSharma, Manisha Kapoor, Shradha Agarwal, Sajal Gupta, Ambika Sharma comment. #pitch #mib #sdc #foodsector #advertising

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Maggi is one of the oldest and top snacks in India till date. It's not only a snack, but also a nostalgia for the citizens. Watch this full video to know, how they strategized the whole plan to make Maggi noodles, one of the biggest companies in India. Follow us for more content! #marktecons #casestudies #maggi #maggiindia #maggilovers #DigitalMarketing #SocialMediaMarketing #DigitalMarketingAgency #MarketingAgency #ContentStrategy #DataDrivenStrategy #advertising #marketingstrategy #brandstrategy #strategy #brands #Branding #BrandSuccess #MarketingandSales #MarketingPlan #marketingtips #explorepage