MAM

The comeback of iconic brands

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/05/02/brand.jpg?itok=TEPO3azr

MUMBAI: In today’s metamorphic world, it is a constant struggle for brands to retain their identity and ensure that they are constantly in the minds of people. There have been iconic brands of the past which one fine day decided to vanish into thin air. Though still present, they dropped advertising and years later felt the urge to bounce back with a bang.

Be it the mango flavoured drink Frooti, or Appy Fizz, Crompton products, deodorant Old Spice, mobile handset Nokia or television champion Onida with its iconic devil, all these brands were superheroes of their own time and in their respective categories but disappeared from television screens with digitisation and modernisation kicking in.

After being away from television screens for sometime, Parle Agro’s Frooti hit the screens with a new brand ambassador Shahrukh Khan which helped in boosting sales. 

Old Spice, which was known for its masculine and metrosexual male-dominated ad, came back with its new brand ambassador, Milind Soman in 2013, a man who women believe resonates with the company’s name and is an old spice himself. The ad helped Procter & Gamble (P&G) to target the metrosexual youth of today with India’s own ‘Iron Man’, doubling its revenue.

The question for any comeback is whether to create a new product or reaffirm the brand legacy. Tonic Worldwide chief strategy officer Unmisha Bhatt believes that it is a bit of both since as long as the brands are broadly loyal to the category, the legacy is maintained. But in some cases, the brand and product may be obsolete. 

She also notes that legacy can also backfire with millennials considering that the brand could be perceived as fuddy-duddy and outdated as the new age consumer is looking for 'cooler' brands and not heritage brands.

Mediacom India managing partner Niti Kumar notes that once the brand has re-established itself it can move into line extensions and newer audiences and product line to stay relevant. 

Today, we spend over 70 per cent of our waking hours on digital, especially mobile, with the rise of smartphone usage and data consumption in the broader strata of society. Hence, Bhatt thinks that while using a healthy media mix, brands need to embrace modern technologies so that their strategy is relevant not only for today but is also future-proof.

While traditional media including television, hoardings, pamphlets among others would have been a great way to communicate and get the message across 20-30 years ago, they are no longer relevant. Today, regardless of the product, digital is the key to every brand’s communication and, hence, brands that want to come back should leverage it.

One of the most important qualities that a brand needs to possess in this digital age is vigilance as today's consumer needs answers and assistance at the drop of a hat and if a brand fails to deliver, there is a greater possibility of it snowing in Mumbai than of them giving you a second chance.

Brands need to stay true to their legacy as it is after all their greatest asset, according to White Rivers Media CEO and co-founder Shrenik Gandhi. He also suggests brands to never underestimate the power of a beautiful story as stories make sales pitches palatable and no one likes to be sold to.

Brands should play to their strength but they should not overestimate what their heritage brings to the table. Kumar thinks that sometimes, brands tend to think that because they’ve had a history and legacy in the past, it will still be relevant today, but that is not true and brands need to realise it because the consumer and market are evolving.

For Gandhi, Maggi's comeback after battling the shattering of trust and the rise of an unprecedented new competitor was something that kept all marketers hooked and was a historic example. To find a place back in the hearts, minds and plates of customers is tough, and Maggi did it effectively, albeit in a lot more than two minutes.

While for Kumar Old Spice ad stood out among the rest, Bhatt thinks that Onida campaign was a fine example of a comeback and the recent television commercials during IPL matches are an example of that. They have evoked a great response, touching the nostalgic chord of the older generations and the contemporary ‘devil’ appealing to the younger masses also. However, it would have been exciting to see Onida also take a digital leap and connect with the millennials more smartly with engagement driven campaigns, new formats, tech interventions at retail outlets, e-commerce-based innovations and contextual weather-based innovative search campaigns, reviews and tech influencers.

Communication is a bridge between the old generation and the new, and it helps in reaching smaller pockets of the nation. Any brand that communicates well with its audience is sure to succeed in the long run. This also means, changing the communication and its medium as and when required to keep up with changing times. Here’s to more brands that have resurrected or want to resurrect from the dead to capture the ever-fragmented market!

Also Read :

Indian TVCs that rapped with consumers

Guest column: Ads that didn't work!

Mirza and the art of brand endorsement

New Era up for hard graft in India

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/24/Aashirvaad-Atta-With-Multigrains.jpg?itok=f3-QH0uF
ITC Ltd.'s Aashirvaad Atta with Multigrains releases its new campaign ‘Happy Tummy for a Happy You’

MUMBAI: Aashirvaad Atta, the market leader and one of India’s most trusted atta brands has released their new communication campaign ‘Happy Tummy for a Happy You’ for its Multigrains variant. Aashirvaad Atta with Multigrains is high in fibre which aids digestion, improves gut health and keeps the...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/24/Sonia-Notani-02.jpg?itok=2hl-61Mp
IndiaFirst Life Launches Its Unique Campaign #YeTohCertainHai

Mumbai: IndiaFirst Life Insurance Company Limited (IndiaFirst Life), a joint venture between Bank of Baroda, Andhra Bank and Warburg Pincus, has launched a unique campaign titled #YeTohCertainHai, which stems from the proposition of ‘Because Life Is Full of Certainties’. The campaign was bolstered...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/24/thm8.jpg?itok=LoiVo6NO
Likee collaborates with I Am Desi World to promote new music video

New Delhi:  Likee, the pioneering global short video creation platform from Singapore based BIGO Technology has collaborated with I Am Desi World to promote a new music video. Launched in 2017, I Am Desi World is a group of 5 quirky singers, and the band has gained its popularity for making...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/24/carvan_0.jpg?itok=n_xDEumC
Saregama dedicates Carvaan to the bravehearts of our country

Mumbai: No sacrifice is bigger than theirs, No courage is bolder than theirs, No duty is greater than theirs. On the occasion of the 71st Indian Republic day, Saregama launches a limited edition Carvaan dedicated to the real heroes of our great nation.   Carvaan salutes the undying spirit of the...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/24/embassy.jpg?itok=7vYlcidq
Embassy Services runs a road safety awareness campaign

India accounts for 12 per cent of the world’s road deaths. In 2018 alone, the World Health Organization (WHO) estimates that almost 300,000 people died due to road accidents in the country. This number remains astonishingly high in comparison to other countries where the use of motor vehicles is...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/24/tata.jpg?itok=ulMNShhV
TATA Capital urges millennials to make 2020 their year of financial responsibility

MUMBAI: As an extension to its brand campaign #CountOnUs, Tata Capital, the financial services arm of the Tata Group has launched a video campaign urging Millennial and GenZ India to make the most of 2020. The campaign consists of a video conceived around the idea that there are 11 more months for...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/24/sanju.jpg?itok=Ah6AdbUV
Sanju Menon appointed as COO of Publicis Ambience and Publicis Beehive

MUMBAI: Publicis Worldwide today announced Sanju Menon as the new chief operating officer of Publicis Ambience and Publicis Beehive. He takes over the charge from Paritosh Srivastava, who was elevated to the role of managing director of L&K Saatchi & Saatchi. Menon will be looking into the...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/24/lava.jpg?itok=orxD7KyB
LAVA sparks off behaviour change campaign with #SendItBack against fake forwards

MUMBAI: One of India’s largest mobile handset brands, Lava International, today announced the launch of its Republic Day campaign- #SendItBack. The hard-hitting campaign video highlights the ongoing menace of fake forwarded messages that create panic and fuel acts of violence. It urges all mobile...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/24/alex.jpg?itok=Ny1dS5fm
ACG appoints Alexander Robertson as chief marketing officer

MUMBAI: ACG Group, the world’s only integrated offering end-to-end manufacturing solutions for the pharmaceutical industry today announced the appointment of Alexander Robertson as the new chief marketing officer for the Group.

MAM Media and Advertising People

Sign up for our Newsletter

subscribe for latest stories