Dhara ad: When Parzaan Dastur’s love for jalebis transformed the fortunes of Dhara
There was a time when the withdrawal of subsidy from the Dhara brand of cooking oil led to plummeting sales. But the ‘jalebi’ commercial and the childlike innocence of Parzaan Dastur turned the tide for the brand.
Explained: Eastman Kodak Company-JWT-O&M association; birth of the ‘Kodak Moment’
In 1997, Ogilvy & Mather bagged not just the consumer imaging business but also the media duties of Eastman Kodak Company, which were worth $40 million and $260 million, respectively. Storyboard18 takes you through how O&M rose to Kodak’s expectations and a lot more.
Mile Sur Mera Tumhara: When ‘one melody’ instilled nationalistic pride
Today marks 76 years since India achieved independence. Mile Sur Mera Tumhara, a film bolstering national integration and nationalistic pride, still continues to stir similar emotions within one despite the passage of 35 years.
Garden Vareli: A brand that captivated the nation
The spectacular success of the Garden Sarees brand and subsequently, Garden Vareli, was driven by Rediffusion and later by Ambience Advertising. Their innovative campaigns and models gave the brand huge popularity. Today, the brand is back with Rediffusion. Will it create more magic?
Yashraj Mukhate: The best jingle is when audience don't realise that it is an ad
Yashraj Mukhate is probably best known for the ‘Rasode Mein Kaun Tha’ meme fest. What is not very well-known is that Mukhate started his career composing jingles for brands and corporations. In a conversation with Storyboard18, Mukhate spoke about the filters in brand endorsements, the use of musicians by brands, and a lot more.
Yardley’s Manish Vyas: If a celebrity is well-known, the brand can spend less on media
Manish Vyas, senior vice president and business head, Yardley India and Thailand threw light on the brand's successful markets in India, the two different sets of consumers it caters to, his take on Generative AI, and more.
‘Bole mere lips...I love Uncle Chipps’: How a US presidential election speech inspired the iconic Indian jingle
Uncle Chipps, which was launched in 1987, the campaign released in 1994 tasted widespread success and went on to garner many accolades. As Storyboard18 got in touch with the creative folks involved in the making of the campaign, what stood out noteworthy in the campaign was its tagline which was the sole celebrity and the reason behind its success.
Seeing marriage between performance marketing and AI: Castrol’s Jaya Jamrani
Recently, Castrol launched a campaign 'Badhte Raho Aaage'. In a conversation with Storyboard18, Jaya Jamrani, vice president - marketing, Castrol, spoke about the new campaign and its genesis. She believes fearless thinking and challenging the status quo are the key to good campaigns.
The A Team: How Forest Essentials and Kama Ayurveda drew customers to Ayurvedic cosmetics
Forest Essentials and Kama Ayurveda debuted in the beauty market when the term ‘Ayurveda’ was nearly unheard of and was considered old fashioned. In fact, the luxury Ayurvedic beauty brands may actually have been ahead of their time in anticipating changing consumer preferences.
Mars Wrigley’s Varun Kandhari decodes consumer trends, rural market demands, and more
Varun Kandhari, director, marketing and customer marketing, Mars Wrigley says India is a key market for the confectionery giant. He says that the new campaign for Galaxy will take it further to a wider audience with the association of Kiara Advani as the brand ambassador.