MAD ANGLES – CHAPTER 2

 

GO FOR THE KILL

Our Victory & our Survival depend on How and Where we Attack

Comparative Advertising is not a new phenomenon in corporate India; it has ruffled many a feather in the past. It started with beverages giants Coca-Cola India Inc. and PepsiCo Holdings Pvt. Ltd successfully cashed in on this phenomenon in the 1990s. “When Coca-Cola became The Official cold drink of the 1996 cricket World Cup, Pepsi came out with the campaign ‘Nothing official about it’.
Since then we have had numerous brands taking a dig at each other, such as the now famous – Complan Vs Horlicks, Kingfisher/Jet faceoff, Pantene/Dove fiasco  and so on…


 

WAR ZONE

In this installment of MAD Angles we’ll dive right into the middle of the brand war between two of the biggest names in FMCG – HUL and P&G. These giants were recently in news for washing their dirty linen in public, quite literally !!

The high decibel comparative ad of RIN generated huge buzz in the market. The direct comparative campaign evoked mixed reaction across the media. That single controversial ad generated crores worth of buzz about the brands in question.

The SCOOP

There was a proxy war going on between Rin and Tide since December 2009. During December, P&G ticked off a price war by launching a cheaper version of TIDE – TIDE NATURALS.

HUL chose to play  the ‘Guerrilla Marketing’ card and took P&G to court for this claiming there was hardly anything natural about the cheaper TIDE. Court ruled in favor of HUL while Tide looked for sympathy.

The HUL didn’t stop there, it came out with the latest notorious campaign of  ‘Tide se kahin behatar safedi de Rin’ for its iconic detergent brand RIN to continue the Blood Bath!

The Battle Ground

You are Mr. Jhakaass, recently recruited as the head of the Creative Marketing Division of P&G India. Observing the unending celebration of HUL after they attacked P&G thru’ Direct Comparative Ad Campaign, you have been asked to come up with a marketing campaign against any one of the FMCG product line of HUL.

Your task includes the following:

  • Analyze the Product-Mix of HUL and P&G
  • Choose an existing HUL product that is in direct competition with one of the existing/newly launched P&G products
  • Recognize and Analyze the Achille’s Heel of the chosen product
  • State the POD of your product and form a Guerrilla Marketing Strategy

Since your dept. works alongside the Advertisement Division, you are also expected to come up with a Print Ad or a Commercial Video Ad for the same.

You need to guide the Advertisement dept. with the Ad placement details, targeting the right audience at the right time and place, to create just the right impact.

Deliverables

  • Product Analysis and Comparative Marketing Strategy
  • Promotion + Ad Placement details
  • Print Ad or Video(not more than 90 sec)

Submission Rules

  • Write up must be submitted as a .PDF file
  • Print Ad must be submitted as a  .JPG file
  • Video (if any) should be uploaded on Youtube and only the url needs to be sent in
  • All the submissions have to be sent to madangles10@gmail.com
  • Subject line: Teamname_WARZONE
  • Filename: Teamname_WARZONE.pdf, Teamname_WARZONE.Jpg
  • Only one entry per team will be accepted
  • Submission deadlineSunday – 24th October, 00:00 hours
  • All teams are expected to be as creative and innovative as possible in terms of their approach

 

___________________________________________________________________________________________

MAD ANGLES – CHAPTER 1

BACK TO THE FUTURE

You think brand strategies always work on common sense? You may wanna think again! A classic example of a radical branding instance was when Coca-Cola took over the beverages division of the Indian agro conglomerate PARLE in 1993.

GOLD SPOT was the face of PARLE Agro’s beverages division in the early 90’s. It commanded a cult following among the youth to the extent that some called it “Christ’s second coming in orange soda” and there is a Los Angeles band named GOLDSPOT to honour the legendry orange soda. So what made Coca-Cola replace GOLDSPOT with Fanta? Was it really a blunder?

Now, if you are the Brand Manager at Coca-Cola India Ltd. and you are given the task of reviving the brand GOLDSPOT in India, how would you re-introduce ‘The Zing Thing’ to today’s generation?

Participating teams need to send in a report covering following aspects:

  • Come up with a re-branding strategy for GOLDSPOT not exceeding 500 words
  • Come up with a Print Ad of size  210*297 mm

Submission Rules:

  • Write up must be submitted as a .PDF file
  • Print Ad must be submitted as a  .JPG file
  • All the submissions have to be sent to madangles10@gmail.com
  • Subject line: Teamname_GoldSpot
  • Filename: Teamname_GoldSpot.pdf, Teamname_GoldSpot.Jpg
  • Only one entry per team will be accepted
  • Submission deadline: 10th September 2010, 23:59 hrs.
  • All teams are expected to be as creative and innovative as possible in terms of their approach