The Whole Truth’s latest campaign aims to reveal the truth behind misleading influencer marketing

7th OCT 2021

Over the last two decades, social media has become a huge part of our lives. After the recent Facebook outage, the world realised how dependent we are on social media platforms. While the six-hour outage only highlighted the tip of the iceberg, it is becoming more and more clear now that social media platforms have become an extended part of our body and existence.

Due to this heavy reliance of consumers on digital media, influencer marketing has seen a huge boost and has become an integral marketing tool for advertisers to connect with their audiences on a daily basis. According to GroupM INCA, the influencer marketing industry will be a Rs 900 crore market in India by the end of 2021.

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AIC-SMUTBI’s ‘Northeast India as an Emerging Startup Ecosystem’ event

30th SEPT 2021

The Atal Incubation Centre-Sikkim Manipal University Technology Business Incubator (AIC-SMUTBI) organised a Virtual event on “Northeast India as an Emerging Startup Ecosystem: Challenges and Opportunities” on September 28, 2021. Investors, Corporate Representatives and Government Officials took part in the event.

AIC-SMUTBI organised the event in partnership with Headstart Networks, AIM, NITI AAYOG, Startup Nagaland, Microsoft for Startups, NEATeHUB, TiE, IIE Guwahati and Educenter – School of Business.

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Storyboard | Cred to Cadbury, nostalgia in advertising should be handled with care

23rd SEPT 2021

In a socially-distanced world, some brands have used the power of nostalgia to help people feel closer and more connected, and find a sense of continuity in tough times. It’s not just a marketer’s instinct driving brands to dial up the nostalgia quotient in marketing. Scientific studies show that feelings of nostalgia can make consumers more optimistic and even reduce their rational tendency to conserve spending.

Brands have remixed old jingles, reimagined a decades-old iconic ad, and brought back old logos and yesteryears’ celebrities in their marketing campaigns of late.

Think of it as the advertising equivalent of comfort food.

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Following Piyush Pandey’s advice, the boy’s dance moves were kept unrehearsed to look spontaneous: Ogilvy’s creative team behind new Cadbury ad

20th SEPT 2021

A young boy blushing while hugging a girl, Shankar Mahadevan's voice echoing in the background across the stadium and heavy rains lashing out. These may sound like elements from a romantic Bollywood film, but these are just some of the things that Ogilvy's creative team and the production house Good Morning Films experienced while recreating the iconic Cadbury's ad.

In a conversation with afaqs!, the creative minds behind the new ad film-Sukesh Nayak, Harshad Rajadhyaksha and Kainaz Karmakar- and its director Shashanka Chaturvedi aka Bob shared what went into recreating the most loved and memorable Cadbury’s ad film three decades later.

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Brands' cause du jour: Mental health

23rd AUG 2021

When American gymnast Simone Biles, Japanese tennis player Naomi Osaka, and English cricketer Ben Stokes, took a pause from their sports and professional engagements, including press conferences, on mental-health grounds, it became a topic of intense discussion.

Immediately after their announcements, sponsor brands like Athleta and Nike came forward to empathise with them, showing support of the decision to opt-out for the sake of mental wellbeing. Several other brands including Cartoon Network and Netflix, which have no sponsorship links to the athletes, also showed up online in solidarity.

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Nestlé cautions against counterfeit Maggi

12th AUG 2021

Be it clothes, FMCG products or even medicines, counterfeiting, or making fake products and selling them as genuine ones, is reaching new highs in India. According to a recent report by New Delhi-based Authentication Solution Providers' Association (ASPA), counterfeiting has risen steadily over the last two years and the COVID pandemic has only acted as a cover for such activities.

Nestlé Maggi has just released an ad that attempts to educate the consumers about counterfeit products. At first glance, the narrative seems to focus on Maggi’s rival brands, with a similar yellow pack. However, the 34-second film, featuring popular actress Sakshi Tanwar as the protagonist, urges consumers to carefully check the pack for Maggi’s logo, and not just pick up any yellow coloured instant noodles pack. It looks like Nestlé India has taken a dig at products that are masquerading as its instant 2-minute noodles.

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Moment Marketing or piggy backing on winners back?

10th AUG 2021

The Tokyo 2020 Olympics saw India for the first time win 7 medals. Ace shuttler PV Sindhu picked her second Olympic medal. But unfortunately, things soured as many leading brands in the process of congratulating her indulged in Moment marketing and decided to use this moment for furthering their commercial mileage.

Baseline Ventures the Sports marketing firm managing PV Sindhu has recently sent notices to 17 brands for using her picture after she won the bronze at the recently concluded Tokyo Olympics 2020.

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Brands across the board try and delight with 'vaccine discounts': which segment has an advantage?

2nd JULY 2021

Nothing can get Indians up and running like a healthy discount offer. These days, it is the goal of scoring a vaccine appointment that’s got us scurrying around.

We are checking the CoWIN app and website every now and then, feverishly digging through Telegram chats, and asking friends and even foes, “Tumne vaccine kahan se lagwaya?”

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As BCCI suspends IPL 2021, experts share how it could impact the ad, marketing and the entertainment world

4th MAY 2021

Indian Premier League (IPL), one of the most keenly awaited events in India, has also felt the heat of Coronavirus. Over the last two days, several players from three IPL teams have tested COVID positive. This includes Kolkata Knight Riders’ (KKR) Varun Chakravarthy and Sandeep Warrier, Delhi Capitals’ (DC) Amit Mishra and now, SRH’s Wriddhiman Saha. After much criticism, BCCI vice-president Rajeev Shukla has finally announced today that IPL has been suspended for this season.

While the recent spike in COVID cases has brought our country to a grinding halt and forced every sporting activity to be either postponed indefinitely or cancelled, IPL continued, becoming an escape from the grim reality for many. It was acting as a bandaid on our wounds -- temporary yet effective.>Nothing can get Indians up and running like a healthy discount offer. These days, it is the goal of scoring a vaccine appointment that’s got us scurrying around.

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Experts share the ideal ways in which brands can advertise during the second Covid-19 wave in India

29th APRIL 2021

As we stepped into 2021, consumers were hopeful about their lives returning back to normalcy. There was hope and enthusiasm for a better tomorrow. We were almost towards the end of it. Consumer sentiment also picked up with the announcement of India’s biggest sporting event IPL and advertisers were optimistic about bouncing back to normalcy. Advertising agencies worked on IPL pitches for months, risked their lives to execute them and even started thinking about campaigns for Mother’s Day.

However, the country now is in the midst of one of the worst calamities it has faced in recent times. Our country’s healthcare system and our brave healthcare workers continue to be under tremendous pressure. It has impacted our mental health because we are living in constant fear of us or someone close to us contracting the virus. People are either mourning someone’s loss or dealing with the anxiety that they might have to, soon.

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Will Pepsi's 'sugar tweak' have a domino effect beyond calories and carbs?

16th APRIL 2021

Pepsi, as we know it, is about to change. According to an Economic Times (ET) report, the cola giant announced that it’s changing its formulation to be less sweet and more fizzy. This move is set to place Pepsi on par with competitors like Coca-Cola and Thums Up, claims the report.

Pepsi has traditionally been a sweeter drink, compared with rivals, like Coke and Thums Up. This is a move aimed at closing in on the category leader Thums Up. It comes on the eve of the crucial summer quarter this year, after last year's near washout quarter that coincided with the peak lockdown, an official directly aware of the matter told ET.

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Netizens like Rahul Dravid as ‘Indiranagar ka gunda’, but ask where is Cred in its latest ad

12th APRIL 2021

From featuring Govinda, Anil Kapoor, Madhuri Dixit, Bappi Lahiri, Udit Narayan, Alka Yagnik, and Daler Mehndi giving auditions in its ads last year to presenting Rahul Dravid in never-seen-before avatar as ‘Indiranagar ka gunda’, credit card bill payment app Cred’s marketing strategy has already broken the internet with its latest ad campaign.

The Indian Premier League (IPL) 2021 commenced last week and along with it, several brands have put their best foot forward with smart and entertaining ads.

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Have women had enough of Imperial Blue’s 'Men Will Be Men' ads? Women from the ad and marketing world tell us their thoughts

14th OCT 2020

The insight: is spot on. Of course men do silly things to impress the opposite sex. Of course men have plenty sex on their minds - and it's proven that men spend ample time ogling at women. Alcohol gives further wings to such fantasies so the insight is very real and very relevant to the category.

The execution: they have stayed true to the brand idea for years. It's the best form of branding. You can't miss this series as any other than men will be men by imperial blue. The humour is understated and subtle. Thoroughly enjoyable, tongue in cheek.

The controversy: It's biological that men are attracted to women and women to men. Women too want to ogle at good looking men. Sadly our social conditioning doesn't allow most of us to admit it.

The women are dignified everyday women. The men are everyday men - many times slobbish and piggish and foolish - if anything I'd say the controversy should be around creating negative men stereotypes. But then we'll lose the ability to laugh at ourselves. Let's just chill and enjoy the mating game! :)))

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Why Ayushmann Khurrana, the only Indian actor to feature on TIME’s 100 Most Influential People list, is also the blue-eyed boy for brands

24TH SEPT 2020

AK is an actor who comes across as one with the very strong personality. He's chosen to do films which stood out for the stands they took, for the very 'difficult to speak about' subjects in society. The most appealing thing about Ayushmann Khurrana is that while he is chosen to do very offbeat films he still has very mainstream appeal.

His brand endorsements have also been in line with the off beat actor he comes across as. He is the most ideal fit for all challenger brands. Brands that are looking for halo values like intelligence, substance vs frivolous mass appeal, gumption to stand up for difficult causes, choose vs be chosen, and strong mindedness - are best suited for a tie up with him.

He must be careful to stay true to who he is and not fall into the trap of the typical bolly 'dance around the trees' mould. His appeal is in being the 'deliberate' and intelligent actor. Not the mainstream hero. He should carefully nurture this positioning and associate with causes and brands that fortify his own imagery in the consumers mind.

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Glow & Lovely has launched its new campaign, but why does it look and feel exactly like Fair & Lovely?

8TH SEPT 2020

If I were the business head, I'd first spend a lot of money on just ensuring that the name change be registered. I'd do that with small edits - 5 and 10 seconders. And use other media similarly. High frequency, high recency modeling. However, quickly justifying the name with a tacky reason to believe undermines the intelligence of consumers. It does sound like the same old in a new bottle - worse still justified with the same old science. So are you telling me you can provide just about any benefit with the same old science? What is the difference between Fairness and Glow? If we were to respect consumers' intelligence, would we not like to explain why glow or radiance is aspirational?”

She said, “I understand it's a tough job for a brand that has for centuries advocated skin lightness must now transition to glow. But consumers want to know what is glow? Why did you change? Has fairness become dated? No one in India relates to 'black lives matter'. The brand could have taken a tall bold stance to say -- after promoting fairness for years, we'd like to continue empowering you, not with skin lightness but with natural radiance. Natural glow. Our cream now has (suggest a change in the formulation) that works to make skin healthier from inside so the best of you can shine. But this communication should have followed after a while. Not immediately. The super-quick airing of this commercial suggests that the brand merely changed name and VO on the film and made a fool out of me. But consumers are smarter than that I believe. They'll see through the charade.

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When Pepsi urges you to add any soft drink to your Swiggy food order

16TH JUL 2020

According to Vani Gupta Dandia, founder, CherryPeachPlum Growth Partners, Had it said only order Pepsi, it would be seen as a selfish or commercial-minded. But by saying order any soft drink, it's creating an emotional tug that works in its favour.

Dandia went a couple of years back to a campaign Pepsi started to raise consumption via 'meal accompaniment' and referenced the '#KyunSookheSookheHi (Samosa) campaign (it set the impression that Pepsi and food go hand in hand.)

She remarked that 'Meal accompaniment' was a powerful space to occupy and it opened a huge market for the brand – the chance to replace a nimbu paani or lassi that's consumed with khana.

Now Pepsi is extending the same strategy but in a manner that's relevant today. In supporting the cause of restaurants, Pepsi evokes empathy. People will love the brand a little more, for what it is doing, said the founder.

It's also interesting to note that the present scenario has dented Pepsi's B2B revenue earned from sales to restaurants and hotels. As per the spokesperson, The closure of hotels and restaurants has impacted the social get together occasions where beverage brands play a key role, but he then stuck a hopeful note that consumer demand in delivery/in-home occasions is showing good growth momentum... and that it's hopeful things will slowly and steadily return to normal for the entire industry.

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Decoding rebranding rules for the new normal

14TH JUL 2020

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#TwitterChat: Rebranding till you get it right

10TH JUL 2020

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The Moldy Whopper – Beauty in disgust or some smart ambush move?

21ST FEB 2020

“Advertising that evokes strong emotions is sure to be more memorable. After all, one needs memorability like never before in today’s cluttered context. Burger King lands the point very strongly by evoking extreme disgust as an emotional reaction. A food brand using ‘disgust’ to make a point, that too, doing something disgusting to its own product, is probably a first. That’s very brave.”

“Food sells on appetite appeal. It must revel in and celebrate everything that causes drool. With this extreme strong graphic imagery of a moldy burger, I doubt I’d ever be able to enjoy a burger again, let alone Burger King. All in all, would I do it if I were the CMO? Not even over my dead, moldy body!”

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Name change for fate change?

19TH FEB 2020

We asked Vani Gupta Dandia, founder, CherryPeachPlum Growth Partners and a former marketing director of PepsiCo India, what she thinks of this latest renaming exercise. Urban Company, she thinks, sounds ‘generic’, but there’s an advantage to changing a company’s name in a relatively early stage. Dandia says, “Nobody really knew the story behind the name UrbanClap. With the new name change, the brand could create a more meaningful story that is easier to understand and fit in a global cultural context.”

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Dhoni dropped from BCCI annual contract list; where will his endorsements go?

17th JAN 2020

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The graahak is aware, time for rest of the industry to catch up Lovely?

28TH NOV 2019

Vani Gupta Dandia, Growth Maverick at CherryPeachPlum Growth Partners, commented, “The consumer has to be aware as to what he or she is purchasing.” She further said, “Brands, too, should have the integrity to claim what the product can actually deliver. In India, the law around this is very suspect. For example, everybody gets an FSSAI stamp. What the product actually can deliver shows the integrity of the brand and the efforts along with clinical testing or the procedure they have had. In India, there are many smaller or local brands that get away with claims that have very little or no backing. When a consumer is buying a product which isn’t made by the top players in the market, he or she should know that they are running a risk.”

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OTT is gaining traction in mobile advertising at the cost of social media

8TH NOV 2019

Keeping in mind the journey of mobile in the last 10-12 years, from feature phones to smartphones, and the phenomenon of Jio, Shubho Sengupta asked Vani Gupta Dandia about the consumer journey of mobile users during this time.

Dandia noted that while mobile has been an integral part of our lives, as advertisers, we still need to figure out the maximum potential of this platform. There are several ways to advertise – right from SMS, in-app ads to push notifications and click to call ads. It is still very difficult to understand which kind of ad will fit with what kind of objective and business goals. How these aspects tie up to brand objective is something that marketers are still finding difficult to understand.

She further said, “It is very important to understand who the consumer is and how the consumer is consuming content at different locations at different times. It is important to understand consumer profiles and why they are on a particular platform. For instance, the reason why people are on Instagram is completely different from the reasons why people use LinkedIn.”

While mobile technology is creating various tools and metrics to measure the reach or engagement of a campaign, Dandia feels it is also creating a negative noise and mistrust as to brands still don’t know how much of their money is being wasted.

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The rules of brand matchmaking

27th NOV 2019

Vani Gupta Dandia, founder, CherryPeachPlum Growth Partners is a former marketing director of Pepsico India, who has worked on several co-branding projects. She says, “For success in co-creation the brand and business objectives must be clear,” first and foremost. “Any partnership must serve a specific purpose and consequences, in the long run, be carefully evaluated. It is easy to jump into a partnership, but more difficult to shake off the equity damage if the partnership goes wrong,” she says.

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Kotak 811 #DreamsInvited - Beautiful-looking ad, but befuddling, say experts

10th OCT 2019

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Tech for Women: Power for the world’s potentially most powerful consumers

9th MAY 2019

Women shop more and talk more!

Tell me something new.

It’s not just shoes and handbags. Women shop more of everything. That’s because they buy for their husbands, kids, colleagues, in-laws, friends, and everyone else in their lives. Women in every society have the primary care-giving responsibility. So, they think of everyone. Entire industries would have collapsed if women were not as thoughtful as they are. For marketers, this means that women are multiple markets in one!

To top that, women talk more. Every time you deliver a great service to a woman, she has a multiplier effect on your business, because she represents a broad range of other potential customers and she will likely tell other people, a lot of people, about your service!

70% of millennial consumers are influenced by recommendations of their peers in buying decisions

Both Facebook and Instagram have more female than male users—58% women for Instagram and 53% women for Facebook, as per different studies. This is significant given that the largest population on Facebook is from India, with over 270 million users. (Omnicom study, Sept 18)

Women drive 70-80% of all household purchases through a combination of their buying power and influence. Influence means that even when a woman isn’t paying for something herself, she is often the influence or veto vote behind someone else’s purchase. (Forbes, Jan 2015)

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India is a country full of opportunities: Yannick Bolloré, Chairman & CEO, Havas Group

20th FEB 2019

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India Is A Very Important Place For Us To Invest: Yannick Bolloré, Chairman & CEO, Havas Group

20th FEB 2019

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Can consulting firms replace ad agencies? Cars24 seems to think so...

19th SEP 2018

We started gathering insights for understanding the brand perception. We found that the original proposition of selling a car at its best price was not tenable for the long term as the idea of price is subjective. Our interactions revealed that consumers were happy not only because of the price but other things as well like ease of use, branch experiences etc. and these needed to be highlighted. Another part was that the brand was a leader in the used car market. We weaved both of these into a full campaign, Gupta says.

We worked on what could be the alternate proposition. This was followed by workshops within the company. We crafted a proposition and tested it with consumers. We then prepared a creative brief and approached freelancers for an ad campaign, Gupta adds.

Why freelancers and not traditional ad agencies? I am a supporter of individual talent. Even in an agency, it's never the agency, per se, that delivers. It is an individual that one relies on. An agency is nothing more than a collection of quality talent. That talent may or may not always be in an agency. An agency, as an organisation, does bring in process and control, but creativity is fundamentally individual talent, Gupta replies.

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Does every brand really need a higher purpose?

13th AUG 2018

Vani Gupta, former PepsiCo marketer, attributes the overwhelming tendency towards purpose-led communication to intense competition, lack of functional differentiators and the need to ride the wave around some or the other burning issue. When a brand says 'buy me for the stand I take in society', it basically offers consumers a shortcut to participating in a larger cause without candle light marches or any other kind of investment of their time and effort, goes her argument.

There are more consumers now than before who wish to participate in positive social change. Consumers are attracted to brands that can tie in their product performance to larger issues. They feel assured when brands maintain their purpose over a period of time. But I am pained by brands that wish to exploit my emotions by treating deep fundamental issues through a topical and tactical lens. Knowing the difference in these two states is critical for a purpose-led marketing strategy to succeed, she says.

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Race for Horlicks: Who will benefit most?

9th JULY 2018

Horlicks is a brand that has a huge legacy in the country. However, its sales have been stagnating. Given that 80 per cent of Horlicks worldwide sells in India, it is really a 'local' star. Even in India, 75 per cent of its sales comes from the East and South of India. A hyperlocal star!

At 400 million USD (estimated sales), its valuation could be at least in the three to four billion USD range? Who could want it so much? I think two kinds of companies could be serious buyers: Companies that could logically extend to adjacent categories like nutrition and health foods - Pharma companies could fit here. And companies looking to expand into new segments - like CavinKare, ITC, HUL, that currently do not play this category... but given that they are strong consumer companies with deep pockets and innovation capability, they could build a big business around a new product platform.

Horlicks is a very big star in India that requires new direction and possibly re-invigoration both in terms of brand love and innovation. But in terms of growth, the sky's the limit.

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Outdoor is an under-leveraged medium; e-commerce segment uses it well: Vani Gupta

23rd APR 2018

Q. So is it fair to assume advertising is your weapon of choice when fighting large rival brands... and that it's more of a distribution game when tackling regional players?

A. Not necessarily. Even while fighting large national brands, it's not just about advertising. If I don't put any money on air but make sure I'm available in every shop in the country, I have enough residual equity to double my sales tomorrow. I don't have an issue with consumers not recognising my brand.

Don't forget that getting to the outlet is also a challenge. After all, the retailer should want to stock my product. For this, one has to crack the right trade rates. Every retailer has to pick between strong brands that give them lower margins and weak brands that offer more profitability per packet sold.

Yes, advertising plays a role here: If I can reach a shop but don't see enough off-take velocity because consumer preference is weak, I'll end up picking up expired stock from that shop. And if I can't reach a shop where there is consumer preference for my brand, it's an opportunity lost. So distribution and advertising go hand in hand. There has to be consumer pull for your brand... your distribution machinery then feeds that pull.

On the media front, what role does TV play for Kurkure, vis-à-vis other platforms?

TV is still the primary medium and will probably continue to remain so.

There are large geographies in India that are media dark. We are spending a substantial amount of money on boosting reach in these areas with the mobile. Our mobile spends have increased significantly in markets like Orissa, Jharkhand, Bihar and Eastern UP.

Not just mobile... we're also spending on other interesting platforms. For example, we're investing in 'media' like theatre and music in the North East to carry the Kurkure message to audiences there.

Outdoor, in my view, has been under-leveraged. The e-commerce segment uses it well. We're investing a lot in wall paintings in rural areas; they stay on for a long time. If I didn't need to advertise on TV, I'd spend all my media money on mobile and outdoor.

Q. Tell me about three creative briefs you wrote and are most proud of...

A. So let me start from my Reckitt days. This was in 2004-05, around the launch of Veet, a depilatory cream. Back then, everything about that category was very defensive. It was in the 'embarrassment zone', and was treated like a sanitary napkin; the product would be packed in a black plastic bag and handed over discreetly. Our intent was to turn it into a 'flaunt' category and move the product from the bottom shelf of the bathroom to the dressing table. The brief to the advertising agency (JWT) was exactly that. And that's why the advertising was high on sex appeal. We got Katrina Kaif on board.

We also wanted to premiumise the category. We were launching Veet at one and a half times the price of the then category leader...

Q. ... Anne French?

A. Yes, it had about 85-90 per cent market share at the time. In a year, we beat them down to half their earlier market share. That was a huge win for us, because the global team had a different view on strategy, more specifically the market segment we were going after.

Q. Why so?

A. Because globally, Veet was positioned as anti-razor. This was the first time we went anti-cream.

The anti-razor market, we found, was very limited, as the usage of razors was relegated to the bikini line and underarms. Hair removal on the arms and legs was where the money was. So our ad, with focus on the arms and legs, and all the skin show, was considered risqué at the time. But I feel proud that we were able to stand up to the global team and take on creams. This became a success model, a blueprint of sorts, for all our emerging markets - for packaging, pricing, merchandising, in-store display, sales girl education, leaflets, etc.

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Vani Gupta steps down as Marketing Director, Indian Snacks, Foods, PepsiCo

11th APR 2018

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Vani Gupta quits PepsiCo

10th APR 2018

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The Powerpuff Girl

15TH MAR 2015

A desi twist has spiced up PepsiCo's snacks portfolio with the India-innovated Kurkure emerging as a Rs 1,000-crore brand. And leading the brand is Vani Gupta Dandia. Emotionally connected brands win at the end, says Gupta, who led the brand's expansion into puffed snacks. What also worked for us is the large bag-size impression, more volume in the bag and exciting flavours.

Gupta joined PepsiCo in January 2011 as the head of new business development for the food category from consumer goods company Unilever. At PepsiCo, she has led the development and launch of flavoured oats. Under her charge, Kurkure's portfolio has grown from traditional namkeens to quirky fusion formats with products like Monster Paws and Naughty Tomato. Kurkure also revamped its creative strategy in late 2012. The quintessential Indian housewife, for the first time, poked fun at her family in the Kurkure positioning where she celebrated imperfection, says Gupta, who works closely with the brand's creative agency, JWT.

Gupta, who calls herself a proud single mother and a confident traveller, has created categories that resonate with women. For instance, as a Senior Global Project Leader, she launched hair-care products for coloured hair under the Sunsilk brand that was identified as the most high priority project across the globe on Sunsilk. Passionate about theatre, painting and sculpting, Gupta is admired in her professional network. She has an exceptional sense of professionalism, and always encourages the agency partners to express themselves better, says Babita Baruah, Executive Business Director, JWT.

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