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<ul><li>Parle-G registered its best sales figures in over eight decades during the COVID-19 lockdown period. </li><li>We caught up with Mayank Shah, Sr. Category Head, Parle Products to understand how the brand managed to meet the ever-increasing demand, secret behind hike in sales, its shifting focus on digital mediums and overall marketing strategy. </li></ul>We all have grown up munching on Parle-G, dunking it in our chai and savouring the half-tea-soaked cookie everyday before rushing to school. The five-rupees pack came to the rescue yet again, cured the lockdown blues when our migrants trekked hundreds of kilometers back home. As a result, while many businesses struggled to survive, this home-grown glucose biscuit hasn’t seen its sales dip even for a day. In fact, Parle-G broke its own sales record by selling the maximum number of biscuits during lockdown in eight decades. Parle saw its overall market share increasing by nearly 5% in May and 80-90% of this growth came from Parle-G sales. “We have witnessed that during natural calamities and during COVID, there is an urgent need to supply rations to people and Parle-G has always been the go-to product and comfort food in any situation or location. It has a longer shelf life and the packaging keeps the biscuits fresh, thereby making it an ideal storage item,” said Mayank Shah, Sr. Category Head, Parle Products. Various NGOs and welfare organizations included Parle-G in their donation kits when Cyclone Amphan hit West Bengal and Odisha. Many people stocked it at home for emergencies. Another reason why Parle-G saw an uptick in sales is because the whole country was home and needed something healthy to snack on. “Today, most spending is happening on food and given the behavior, we are noticing people buying all sorts of biscuits, not just for snacking but for preparing various dishes. This is one reason why the demand went up. The second reason being staying at home has increased the consumption drastically. Typically, at the workplace the focus remains at work, at school focus is on studying but at home 24x7, consumption of food and snacking goes up. This is the reason why we saw uptick in consumption and we expect that this momentum will continue going forward as long as there are some or the other form of restrictions and also because of the concerns that people have in consuming outside food,” tells Shah. Challenges of meeting the market demand But how did Parle manage to meet this ever-increasing demand with scarcity of labor? “Right from day one, we were on the job in terms of ensuring that we get permissions to operate our plant, to ensure that the people are taking care of supply chains so any issues coming at any local level, there was a team that was functioning and taking care of those things to ensure smooth operation. Right from sourcing to manufacturing and supply chain, there were partners and teams already taking care of it. A big challenge was, a paucity of labor and the government additionally declared that offices will not operate with more than 50 percent capacity, which has changed today, initially it was even less than that,” said Shah. He added, “Depending on how a particular zone is affected, we probably have 20-40% labourers. To inspire and get laborers on board, we had to make them understand that it was not just a commercial activity rather it was food security of the country because of the sheer volume and consumption by people.” Shifting focus on digital mediums The lockdown has pushed even a traditional brand like Parle to embrace digital and explore the options available to reach out to its customers. While its ‘G Maane Genius’ iconic tagline continues to be a part of popular culture, to make it more relevant today and increase its recall value, Parle recently partnered with Amazon Prime Video for Shakuntala Devi. Talking about this partnership, Shah said, “This partnership celebrates what sets us apart, which is the generations of children that go above and beyond exploring possibilities in a way that makes their little world and imagination better.” Shah told us that the brand shifted its lion’s share from TV to digital during the lockdown because there was no fresh content on TV and on the other hand, there was a disproportionately higher rate on digital. “We would be investing a good amount of our budget into digital. Pre-COVID, the investments were typically 10 to 12% of the budget. During the initial part of the COVID, not just ours but many companies invested almost one third of the budget spent on digital. Now within a year or two, we will see almost about 20-25% of the total advertising spend happening on digital. Secondly, associations on OTT or TV only if we see a good synergy with our brand. So unless and until there is no great synergy in between our brand communication or brand proposition and the medium or rather the property with which we are associated, we normally don't associate,” said he. Tweaking marketing strategy to stay relevant This 82-year-old brand has grown to become a feeling in our country, it is not just any a cookie you dip in your chai. There is immense nostalgia associated with it. And to resonate with its consumers in gloomy times, Parle tweaked its overall marketing strategy. “We ensured that Parle remained part of consumers' life. Although we observed advertising by many brands, we opted to stay relevant and sometimes out of it. Rather, we continued talking to consumers about inspiring in these times, making them appreciate the role of the frontline workers and ensuring that they understand how the lockdown is beneficial to everybody. So they were not only public service ads which we executed, but ads of our products which talked about how we are part of their life by sharing their concerns. So, most of our communication was topical in nature.” When asked what keeps Shah motivated and at it, he said, “Today we are seeing many companies in the same category, same sector, who are giving up saying that it's the time of lockdown and nothing can be done. On the other hand and extreme, we can see companies that view this as an opportunity to rise up and go all out and carve out an opportunity out of constraint. We have seen both sides of the spectrum. A positive frame of mind, a positive bent of mind and a motivated team is something that makes all the difference.”

How Parle-G continues to exceed its sales record despite a recession

<ul><li><keyword id="29464" type="PERSON" weightage="20" keywordseo="Parle">Parle</keyword>, founded in 1929, has been able to reinvent itself over the years, while keeping its legacy intact.</li><li>We speak to <keyword id="120094" type="PERSON" weightage="20" keywordseo="Mayank-Shah">Mayank Shah</keyword>, Senior Category Head, <keyword id="235733" type="COMPANY" weightage="20" keywordseo="Parle-Products">Parle Products</keyword> about all that the brand has been doing, to further grow its presence in the market. </li></ul>Every time someone says Parle-G and we bet you cannot help visualize yourself dunking one in a steaming cup of chai (and at times losing half of it too). For decades now, Parle-G has been our favorite tea-time companion, the most affordable ‘snack’ that got many of us, from the previous generations, through college, and well basically a comfort food, that is so nostalgia-inducing. Much before Oreo popularized dunking it in milk, we had been doing it with Parle-G. <div type="image" title="Parle Products Creative 1" msid="84131808" hostid="261"></div> Parle, founded in 1929, first started manufacturing orange candies. It was only 10 years later that it manufactured its first biscuit, coming up as an alternative to the more elite British biscuits. From there to now, this homegrown brand has come a long way. While entering the premium segment with <keyword id="4498428" type="PERSON" weightage="20" keywordseo="parle-platina">Parle Platina</keyword> in 2017 that comprises products like Hide &amp; Seek biscuits, Milano cookies, Mexitos nacho chips and Nutricrunch range of nutritious products, it recently further diversified its offering, with the launch of its <keyword id="480300" type="PERSON" weightage="20" keywordseo="Parle-G">Parle G</keyword> Chakki Atta. The aim was to cash in on the momentum that branded atta consumption has been witnessing, since the <keyword id="43587" type="ORGANIZATION" weightage="20" keywordseo="pandemic">pandemic</keyword>. <div type="image" title="Parle Products Creative 5" msid="84131819" hostid="261"></div> Last year, Parle made headlines when they spoke about a surge in sales of Parle-G biscuits during the <keyword id="91743" type="PERSON" weightage="20" keywordseo="lockdown">lockdown</keyword>. This demand was a result of people stocking up on biscuits. It also became the most affordable ‘meal’ for thousands of migrant workers, who we saw with distress, walking back to their villages. It makes for an interesting case study, to understand how this brand, that was started 82 years ago, has stood the test of time. Despite being eight years short of a century old, Parle has tried to reinvent itself over the years, while keeping its legacy alive. A lot of the love for the brand comes from nostalgia, and also from the fact that despite entering newer categories, launching premium products, it is still looked at as an aam-aadmi product. How they react during a crisis also says a lot about the ethos of brands. The pandemic and Parle Last year, even before the pandemic hit India in full force and the government announced its first rounds of lockdown, Parle was prepared. Observing how things were in other countries, it had increased its production, just to make sure that the market never ran out of its biscuits. “What happened after the pandemic was something completely unprecedented, but we had been studying what was happening in neighboring countries, or in Europe, and we decided to double down on our production,” shared Mayank Shah, Senior Category Head, Parle Products. They also started shipping the products, keeping the stocks closer to the market, to minimize supply chain disruptions. As a result, when the lockdown was announced, and most brands were caught unprepared, Parle had its products, and especially Parle-G, in shops across the country. Having said that, Parle did meet with its fair share of troubles. With the sudden lockdown and with uncertainty looming large, there was a shortage of labor which the company was able to tackle by prioritizing its production; it stopped producing many of its offerings that were more labor-intensive. “As a result of this prioritizing, we were able to meet maximum demand. If at normal times, the demand is at 100%, during this time we saw between 160-170% demand, firstly because people were pantry-loading and secondly because of speculative buying,” explained Shah. However, this was also the time for the brand to give back to the society. The brand won a lot of love when it donated close to 3 crore biscuit packets to the government and NGOs. “Parle G is a brand that stands for goodness, in all senses, and we are more than just a corporate brand that is only interested in profits. We have always been a brand for the common man. Last year, raw material prices were going up and we could have easily taken a price hike, we never did that. I have been a part of this company for 20 years and I was surprised when my management came and told me we should be helping people. So each and every employee in the company lives by the philosophy of doing something for the greater good. Parle was launched as a Swadeshi brand to take on global biscuit brands, and this was during this last one year that I saw those philosophies come in play,” said Shah. “We saw so many posts on social media talking about us saying they were proud to see a brand go out and service consumers in the time of their need, it was a very moving experience for us,” he added. Entry into newer segments Over the years, we have seen Parle innovate and expand its portfolio to enter premium segments too. But why did the company, which primarily produces biscuits, decide to launch an atta brand? Shah said that the company has been producing atta for years now, but the product was exported to markets like the Middle East, UK and USA. “The packaged atta segment in India is worth around Rs 20,000 crore and only Rs 10,000 crore out of that is for branded packaged atta, which are either national or regional brands. But the overall atta market is much larger, and that is mostly people going out, buying wheat and getting it milled. During the pandemic however, we observed that people wanted to buy products that they thought were safer and we saw many switching to packaged atta. Penetration of packaged atta in the market is still very low and there is a huge opportunity for growth, so we thought this was the ideal time for us to launch it here,” explained Shah. He is not even worried about the more established players as he feels there is a huge, unpenetrated market for the brand to capture where people who used to buy loose atta are now converting to packaged, trusted brands. Parle had launched its premium range Platina three year back and now wants to focus on it to grow its market share, and to build relevance. “There has been a bit of a slowdown in the growth of our premium products in the last 1.5 years, so we will renew our focus on the segment with the opening up of markets,” explained Shah. <keyword id="6354839" type="UNKNOWN" weightage="20" keywordseo="marketing">Marketing</keyword> during the pandemic During times of crisis, marketing budgets are usually the first to get slashed.While Parle did not cut down majorly on its spends in the last 1.5 years, it did rationalize its spends, shared Shah. “During the pandemic, we did two things, firstly, we increased our digital spends, which helped us a lot, while also continuing to advertise on TV. Secondly, we also tweaked our creatives. Our communication in the last one year has been very different from what we usually do. All our communication has been about what has been happening around us. We paid tribute to the known and unknown frontline workers. That communication also sent a strong signal to our internal stakeholders that its our responsibility to rise to the occasion because so many of them were risking their lives in working during those times, and we wanted to acknowledge that.” Meanwhile, brands like Parle G also gain a lot from nostalgia. The last year has seen people take to social media to talk about their love for the brand, come up with content using the product and also coming up with innovative recipes using the biscuits. “That’s the thing about Parle G asa brand, everybody has their own way of eating the biscuit and they have their own stories. I have my Parle G story too; I stayed in a hostel for about 10 years. For anybody who has stayed in hostels knows how the food is. So we would eat the hostel food at 10 and then get hungry by 12. So we had a routine of having chilled milk from Aarey at 1 pm, we used to add a packet of Parle G to it, mix it and have it as a slurry. That was our lunch for 10 years. It was not just me, I know many people who did it. So we have always had a lot of user-generated content but the pandemic took it to a whole different level. It was heartening to see that kind of response from consumers,” he added. On where the next phase of growth for Parle as a brand will come from, Shah said, “It will come both from our biscuits and non-biscuits portfolios. While the penetration of biscuits is high, the per capita consumption is still lower, compared to Western markets. So I feel there’s still a scope of growth in the <keyword id="11569298" type="UNKNOWN" weightage="20" keywordseo="biscuits-segment">biscuits segment</keyword>.”

How Parle has stood the test of time

We love to have it as a tea-time snacks or just something to munch on. <keyword id="480300" type="UNKNOWN" weightage="20" keywordseo="Parle-G">Parle G</keyword> biscuits have been loved by generations in India. It was for the first time that a homegrown company called <keyword id="235733" type="COMPANY" weightage="20" keywordseo="Parle-Products">Parle Products</keyword>, manufactured affordable but nutritious biscuits specifically for the Indian consumers in the pre-independence era. And the brand has maintained its positioning for over 70 years now. Even today, the biscuits are available at dirt-cheap prices from a street shop to a supermarket in India. So BI India decided to chronicle this company's journey since its inception in 1929. 
 
Image Credit: www.industrialvisit.org

#IndependenceDaySpl: Embark on the journey of Parle Product since 1929

With an aim to create a distinctive identity for its premium products, biscuits and confectionery maker Parle has created a new division <keyword id="4498428" type="UNKNOWN" weightage="20" keywordseo="parle-platina">Parle Platina</keyword>, and is eyeing a quarter of its revenue from this segment over the next two to three years, according to PTI."Brands like Hide &amp; Seek, Milano, Mexitos and Simply Good are more futuristic and aspirational. These brands are very different from the mother brand, Parle."Hence, we wanted to create a distinct identity for these set of brands, and hence Parle <keyword id="125053" type="CITY" weightage="20" keywordseo="Platina">Platina</keyword> came about, which will consolidate our premium brands under one division," <keyword id="235733" type="COMPANY" weightage="20" keywordseo="Parle-Products">Parle Products</keyword> Category Head <keyword id="120094" type="PERSON" weightage="20" keywordseo="Mayank-Shah">Mayank Shah</keyword> told .The new division will also include the company's gourmet snack offering Parle Mexitos.The premium segment is growing at 15-20 per cent for the company and <keyword id="1858" type="PERSON" weightage="20" keywordseo="Shah">Shah</keyword> said, "there is a huge growth potential for premium products over the next 2-3 years and we see this segment contributing to about a quarter of our revenue."Parle Products enjoys a market share of 15 per cent in the premium biscuit industry and the city-based company is aiming to increase it to 25 per cent in the next two years.The premium biscuit industry stands at Rs 6,500 crore growing at 14-15 per cent, according to Nielsen.The company's mass brands include flagship product Parle G, Parle Marie, KrackJack and <keyword id="3324" type="COUNTRY" weightage="20" keywordseo="monaco">Monaco</keyword>, among others.The biscuit major will invest substantially in Parle Platina and will unveil a new packaging and logo, which will feature prominently for all products under this division. "Going forward, we will be adding new products, new formats and new innovations under the Platina division," Shah said.

Parle is now focussing on premium products

<ul><li><keyword id="6365619" type="COMPANY" weightage="20" keywordseo="hindustan-unilever">Hindustan Unilever</keyword> Limited has cut prices for <keyword id="6616182" type="UNKNOWN" weightage="20" keywordseo="Lifebuoy">Lifebuoy</keyword>, <keyword id="119472" type="ENTERTAINMENT" weightage="20" keywordseo="Lux">Lux</keyword> and Dove in lieu of low demand. </li><li>The Indian economic slowdown has hit FMCG companies.</li><li>Biscuit manufacturers Parle G and Brittania too have a worried outlook for the <keyword id="34412" type="ORGANIZATION" weightage="20" keywordseo="economy">economy</keyword>. </li></ul>One of the biggest FMCG companies in India – Hindustan Unilever Limited – has cut prices for some of its most popular <a href="https://www.livemint.com/industry/retail/hul-reduces-lifebuoy-lux-prices-in-latest-sign-of-weak-demand-1566928904118.html">soaps </a>– Lifebuoy, Lux and Dove. While demand is one reason for it, tapering commodity prices also allowed them to take a call and pass on the benefits, the company told <a href="https://www.livemint.com/industry/retail/hul-reduces-lifebuoy-lux-prices-in-latest-sign-of-weak-demand-1566928904118.html">Mint.</a> While the price of Lux range will go down by 4%, that of Lifebuoy will go down by 6%. The Indian economic slowdown has impacted all major companies in the FMCG sector. Parle G, a leading biscuit manufacturer said it is planning to slash 10,000 jobs due to weak demand. Even though <a href="https://www.hindustantimes.com/india-news/fair-tax-gst-and-big-job-cut-parle-clears-air-on-layoffs/story-G2N4IYsC5aQ0x9rINe8EHN.html">Parle G</a> has denied the same, it has also said it is “an eventuality if our demand for lesser tax rates is not met.” In the <a href="https://www.dnaindia.com/business/report-consumers-thinking-twice-before-buying-a-rs-5-pack-britannia-2781047">latest earnings conference call</a> of Britannia, the company’s MD Varun Berry raised some serious concerns about the Indian economy. "We've grown only 6% and the market is growing slower than that. And that's a little bit of a worry, because even for a ₹5 product if the consumer is thinking twice before buying it, then there is some serious issue in the economy,” he said. See Also: <a href="https://www.businessinsider.in/indian-villagers-are-not-buying-clothes-and-cutting-back-on-hair-oil/articleshow/70856804.cms">After biscuits, Indian villagers are cutting down on clothes and hair oil too</a>

Lifebuoy and Lux get cheaper as HUL reduces prices because of low demand

New Delhi, Mar 25 () Biscuits major Parle Products on Wednesday said it will donate three crore packs of biscuits in the next three weeks, specially to the needy people through government agencies with the country going for a 21-day lockdown due to coronavirus pandemic. The company said its manufacturing units are functioning with 50 per cent of workforce keeping with government advisories to curb escalation of the coronavirus outbreak, but it is working to ensure that sufficient quantity of its products are available in the market. "We have decided to work with government, donate through government agency three crore packs of biscuits -- one crore each in the next three weeks -- specially for people in need...We will be donating one crore packs of Parle-G biscuits every week for the next three weeks, effectively about three crore packs of biscuits," Parle Products Senior Senior Category Head Mayank Shah told . He further said, "We are also looking at ensuring that those who need food right now -- there will be many people whose livelihood will be hampered, we will work very closely with the government to ensure that they don't go hungry." Shah said, "As a result of lockdown there is a huge amount of panic buying and hoarding is happening. People are going out and buying everytihng that's available in terms of food, including biscuits which is ideal for this kind of situation because they have a longer shelf life and retain freshness for a longer period of time." Shah said although the factories of the company and third party vendors are working with an average of 50 workforce, Parle Products is "going all out and ensuring that we are available in the market in sufficient quantity so that there is no panic" "We have seen a lot of buying happening in processed food as well, including biscuits, which is the top item to be stocked up during this kind of of lockdown. We have ensured that supplies are continuous and are not interrupted." Shah said while the Centre has exempted biscuit manufacturers from the restrictions of the lockdown, the company is facing issues in some pockets as local authorities have not allowed transport of raw materials and finished products. RKL MKJ

Lockdown: Parle to donate 3 crore packs Parle G biscuits through government agencies

<ul><li>Parle is considering laying off 10,000 employees, thanks to the significant slump in sales, according to an ET report. </li><li>The auto industry has already laid off nearly 350,000 employees in the last four months. </li><li>Rural wages hit the lowest level in the last three years in May 2018. </li></ul>Every economic slowdown hurts the poorer people the most. It’s no different this time. The cash crunch rising out of a slowing economy and rising unemployment is biting budget households in India so bad that they are cutting back on biscuits and that is leading to more job losses at manufacturing plants. India’s largest biscuit maker, Parle is considering laying off 10,000 employees, thanks to the significant slump in sales, <a href="https://economictimes.indiatimes.com/jobs/drop-in-demand-may-force-parle-to-lay-off-up-to-10000-employees/articleshow/70763132.cms?from=mdr">according to</a> an ET report. Parle’s products are mostly consumed by people in the lower rungs of India’s economic pyramid, people in smaller towns and villages. Parle, which makes Parle-G, Monaco and Marie biscuits records an average sale of over ₹10,000 crore annually with over 100,000 employees. “The number of shops stocking these products is the same, but the number of products being sold from these shops is going down due to weakening consumer demand,” Mayank Shah, category heads at <keyword id="235733" type="COMPANY" weightage="20" keywordseo="Parle-Products">Parle Products</keyword> <a href="https://www.nationalheraldindia.com/india/after-britannia-now-parle-hit-by-slowdown-says-gst-responsible-for-it">told </a>National Herald. Higher tax and lower incomes It doesn’t help that biscuits are taxed at 12-18% in the goods and services tax regime. ““These biscuits were taxed at only 12-14 per cent under the previous excise and value added tax regime. Under GST, they are priced at 18%. This forces companies to increase prices, impacting sales,” Shah had added. The slowdown is getting increasingly visible in consumption. It started with trucks followed <a href="https://www.business-standard.com/article/companies/hul-volume-growth-slowest-in-7-quarters-q1-profit-in-line-with-estimates-119072400067_1.html">by car sales</a> and then two wheelers and now it has hit even products <a href="https://www.business-standard.com/article/companies/hul-volume-growth-slowest-in-7-quarters-q1-profit-in-line-with-estimates-119072400067_1.html">of daily consumption</a>. The auto industry has already <a href="https://www.businessinsider.in/indian-auto-manufacturers-have-laid-off-350000-jobs-in-four-months/articleshow/70563890.cms">laid off nearly 350,000 employees </a>in the last four months. Job cuts in companies like Parle will only make the situation worse. People are increasingly worried about the prospects in the coming as signalled by the Reserve Bank of India’s co<a href="https://www.livemint.com/news/india/consumer-confidence-for-the-month-of-june-drops-thomson-reuters-ipsos-survey-1563012458113.html">nsumer confidence index </a>that fell sharply in June 2019 and has stayed near that level since then. The falling biscuit sales only confirm that the country’s rural distress is far from abating. Rural wages hit the lowest level in the last three years in May 2018. “The turmoil is in rural, the turmoil is related to agriculture, so because of that the issues are happening in the value segment, right. So obviously it's affecting every segment but the biggest issue is happening in the value segment because that's what sells in those markets,” Varun Berry, the MD of Brittania said adding that people are shying away from buying <a href="https://www.businessinsider.in/Forget-cars-Indian-consumers-are-wary-of-buying-a-5-biscuit-packet/articleshow/70638256.cms">biscuits packs that are worth a mere ₹5</a>. Richer the better However, the richer Indians may be shelving plans for a new car but they aren’t cutting down on biscuits yet. So, the more expensive packs of biscuits are still selling well and that’s where <keyword id="6359432" type="DOMAIN" weightage="20" keywordseo="britannia">Britannia</keyword> has not had to resort to job cuts yet but Parle has. “With around 65-70% of the portfolio in the premium space, the company plans to introduce variants with protein, gluten free, whole wheat, seed, nuts, etc., and also a niche offering catering to modern trade and e-commerce channels,” said report on consumer sentiment by SBI Caps. See also: <a href="https://www.businessinsider.in/britannia-md-says-consumers-think-twice-before-buying-a-5-biscuit-raises-concerns-about-indian-economy/articleshow/70638256.cms">Forget cars, Indian consumers are wary of buying a ₹5 biscuit packet</a> <a href="https://www.businessinsider.in/kishore-biyanis-big-bazaar-wants-to-take-hindustan-unilever-and-procter-gamble-to-the-cleaners-with-its-own-laundry-brands/articleshow/70173836.cms">Kishore Biyani’s Big Bazaar wants to take Hindustan Unilever and Procter &amp; Gamble to the cleaners, with its own laundry brands</a>

India’s biscuit crisis shows slowdown is hurting the poor more — and job losses are making it worse

These are the brands that took the nation by storm with their world-class products, and raised the country’s image on the global stage. Sit back and indulge in an orgy of <keyword id="21796" type="UNKNOWN" weightage="100" keywordseo="success">success</keyword> stories of Indians who made it big and their brands that made us proud, then and now! 
 
<a href="http://www.businessinsider.in/IndependenceDaySpl-From-then-to-now-heres-how-Tata-Group-penned-Indias-story-in-preindependence-era/articleshow/48456484.cms">Tata Group</a> : World’s largest wholesale voice carrier, world’s second-largest manufacturer of soda ash, among the world’s top five commercial vehicle manufacturers and among the top 10 best steel-makers and global IT services companies. 
 
<a href="http://www.businessinsider.in/IndependenceDaySpl-Times-of-India-the-big-daddy-ofIndian-media/articleshow/48496723.cms">Benett &amp; Coleman (Times of India) Group</a> : India’s largest media conglomerate. It's Times of India is the largest circulating English newspaper in the world. 
 
<a href="http://www.businessinsider.in/Independence-Day-Special-Rise-and-shine-of-the-Birla-empire-since-1857/articleshow/48401170.cms">Birla Group</a> : The first to put Indian business on the world map as far back as 1969, long before globalization became a buzzword. 
 
<a href="http://www.businessinsider.in/Independence-Day-Special-In-the-times-of-British-raj-know-how-the-Godrejs-found-the-key-to-their-empire/articleshow/48422443.cms">Godrej Group</a> : The company that gave India its first indigenous lock, and unlocked the gates to success. 
 
<a href="http://www.businessinsider.in/IndependenceDaySpl-Therise-of-the-Mahindra-group/articleshow/48438652.cms">Mahindra Group</a> : The world's largest tractor manufacturer, and controls 1/3rd of the SUV market. 
 
<a href="http://www.businessinsider.in/IndependenceDaySpl-Heres-how-the-Wadia-Group-blossomed-in-British-India/articleshow/48393383.cms">Wadia Group</a> : One of India's oldest conglomerates - has been around since 1736. 
 
<a href="http://www.businessinsider.in/Independence-Day-Special-The-real-story-behind-Dabur-Indias-original-FMCG-company/articleshow/48466925.cms">Dabur</a> : India’s original FMCG company whose name is from the Devanagri rendition of Daktar Burman (Da + Bur). 
 
<a href="http://www.businessinsider.in/IndependenceDay-The-rise-and-rise-of-The-Indian-Express-Group/articleshow/48492897.cms">Indian Express Group</a> : Started in 1931 by an Ayurvedic doctor, played a major role in India’s freedom struggle, and champions ‘the Journalism of Courage.’ 
 
<a href="http://www.businessinsider.in/IndependenceDaySpl-Embark-on-the-journey-of-Parle-Product-since-1929/articleshow/48484113.cms">Parle</a> : A company whose iconic Parle-G biscuit has been around since independence and controlled one-thirds of India's biscuit market as of 2012.

#IndependenceDaySpl: Business
Insider India’s Brand Show-reel

<ul><li>As the number of Covid-19 cases keep going up in India, various brands and business tycoons have come ahead to donate to help the government in its drive to control the spread of the virus.</li><li>While many companies have created funds to contribute to the PM Cares Fund, a lot of other brands are contributing by donating sanitizers, masks and even food, to help those in the need.</li></ul>The world, as we knew it even till a month back, has changed. With the <keyword id="1754604" type="PERSON" weightage="20" keywordseo="coronavirus">Coronavirus</keyword> outbreak, our country, along with many other countries across the world has announced complete lockdown. The effects of this pandemic, both on the economy, and on human life, will be massive. At the time of writing this report, the number of positive cases in India crossed 1,050, and the death toll stands at 29. And the number is growing with each passing day. While governments across the globe are working tirelessly to come up with ways of minimizing the impact of this pandemic, we have seen many brands come forward, and contribute in different ways, to help out in these trying times. Since we are seeing a lot of brands come up with many initiatives almost every day, we will keep updating this space with the latest happenings. Tata Group: <keyword id="6360722" type="UNKNOWN" weightage="20" keywordseo="ratan-tata">Ratan Tata</keyword>, Chairman <keyword id="6383155" type="COMPANY" weightage="20" keywordseo="Tata-Trusts">Tata Trusts</keyword> and Chairman Emeritus Tata Sons, pledged Rs 500 crore to protect and empower all affected communities. The money will be spent on personal protective equipment for medical personnel, respiratory systems for treating increasing cases, testing kits to increase per capita testing, setting up modular treatment facilities for infected patients and knowledge management and training of health workers and the general public. <div type="twitter" handle="RNTata2000" handlename="Ratan N. Tata" image="http://pbs.twimg.com/profile_images/1189494401359208448/AwbXHtpn_normal.jpg" favoritecount="199569" retweetcount="59205" status="The COVID 19 crisis is one of the toughest challenges we will face as a race. The Tata Trusts and the Tata group co… https://t.co/GQ6H6sSFcF" createdat="1585392484000" id="1243852348637605888"></div> Mahindra Group: <keyword id="46425" type="PERSON" weightage="20" keywordseo="Anand-Mahindra">Anand Mahindra</keyword>, Chairman, Mahindra Group said he will donate 100% of his salary to create a fund to help small businesses and self-employed people who are expected to be impacted the most due to the outbreak. He also urged our businesses to also set aside contributions for those who are the hardest hit in their ecosystem. <div type="twitter" handle="anandmahindra" handlename="anand mahindra" image="http://pbs.twimg.com/profile_images/1053583782584807425/-7IRmY5u_normal.jpg" favoritecount="48372" retweetcount="13478" status="Going by various reports from epidemiologists, it is highly likely that India is already in Stage 3 of transmission… https://t.co/hBSwnUb9Vp" createdat="1584860752000" id="1241622104778268672"></div> ITC: ITC is setting up a Contingency Fund of Rs 150 crore to address and manage the challenges arising out of the Covid-19 outbreak. The fund will be utilised primarily to provide relief to the vulnerable and most needy sections of society who have been harshly impacted by the pandemic and have faced significant disruption in their livelihoods. Additionally, the fund will collaborate with District Authorities to provide assistance to the district health and rural healthcare eco-system that reaches out to the weakest sections of society. Furthermore, the brand added that the resources under this fund could also be channelised towards the protection and well-being of the ground forces doing commendable work to reach medicines, groceries, other essential goods, sourcing of agri-commodities and so on for people across the country during the lockdown, by providing protective personal gear and hygiene products to such frontline warriors. Reckitt Benckiser: Reckitt Benckiser has launched the RB Fight for Access Fund to improve access to health, hygiene and nutrition for all. As part of this fund, an additional £32 million has been mobilized to address the urgent collective fight against the spread of Covid-19 by breaking the chain of this fast-spreading infection. In India, the brand will be distributing 10 million units of Dettol Soap to the most vulnerable. RB will also be donating 1 million litres of its disinfectant products including Lizol disinfectant liquid and Harpic toilet cleaners to aid India’s states in fighting this crisis especially in public health institutions and at the frontline with health and sanitation workers. It will donate critical protection equipment, 3.5 million N95 masks with a focus on pharmacists and health care workers. These will be distributed across their major markets. Dettol is also partnering with Bollywood actress, Madhur Dixit to release an engaging public service announcement #ApniSurkashaApneHaath to encourage viewers to practice handwashing. Godrej Group: The Godrej Group announced that it is earmarking a fund of Rs 50 crore for community support and relief initiatives in India. This is an initial outlay and the corporate said that it hopes to supplement it over time. It has been buying and supplying medical equipment and protective supplies for the Brihanmumbai Municipal Corporation (BMC). As a part of the initiative, the group has donated Rs 5 crore to the BMC, donated 115 hospital beds to Maharashtra government hospitals and helped set up a 75-bed quarantine center at the Seven Hills Hospital. Moreover, it has supported the free distribution of 1 million packets of Godrej Protekt Mr. Magic powder-to-liquid hand wash in Maharashtra through partnership with the BMC and Thane Municipal Corporation (TMC), partnered with communities linked to their CSR programmes to support 1.12 lakh beneficiaries across 8 states with hand wash, sanitisers and soap, donated sanitisers to the Mumbai police force, begun ramping up capacity to meet the demand for soap, hand wash and sanitisers and initiated outreach through various networks and hand wash education programmes. Reliance Group: <keyword id="3820" type="PERSON" weightage="20" keywordseo="Mukesh-Ambani">Mukesh Ambani</keyword> has pledged to donate Rs 5 crore to Maharashtra Chief Minister’s Relief Fund. Led by Nita, Ambani Reliance Foundation has promised to provide a free meal to needy people across the country. Additionally, Ambani has also donated a hospital for the patients battling with infection of Covid-19 and will set up a dedicated 100-bed centre at Seven Hills Hospital in Mumbai, along with a fully-equipped isolation facility in Lodhivali, Maharashtra. Paytm: Paytm said that it is aiming to contribute ₹500 crore to the PM CARES Fund. For every contribution, or any other payment done by consumers on Paytm, the online payment app said it will contribute an extra up to ₹10. <div type="twitter" handle="Paytm" handlename="Paytm" image="http://pbs.twimg.com/profile_images/1242803598083395585/4cWZptzw_normal.jpg" favoritecount="9431" retweetcount="2966" status="Paytm is aiming to contribute ₹500 Crore to the PM CARES Fund. For every contribution, or any other payment done… https://t.co/JrSAJTnO1J" createdat="1585411759000" id="1243933194556248064"></div> PhonePe: PhonePe has launched a #100CrorePledge, urging 10 crore Indian citizens to donate to the PMCARES Fund to show their solidarity in fighting the menace of COVID-19. PhonePe has pledged to contribute Rs 10 for every Indian who donates even Rs 1 to the PMCARES Fund via the PhonePe App using UPI by April 30, 2020. In total, PhonePe has pledged to contribute a maximum of up to Rs 100 crore. <div type="twitter" handle="PhonePe_" handlename="PhonePe" image="http://pbs.twimg.com/profile_images/1228394203421372416/4X3QZazb_normal.jpg" favoritecount="834" retweetcount="306" status="Join our #100CrorePledge &amp; donate to the PMCARES FUND using contactless UPI payments. Remember no contribution is t… https://t.co/b6Z4yD3rMh" createdat="1585405072000" id="1243905146087542785"></div> Zomato: Along with announcing measures to help its partner restaurants, delivery staff, and other daily wage workers in India who are currently income-starved due to the lockdown, Zomato set up ‘Feeding India’, a fund to support families of the daily wage workers in India in the absence of employment opportunities. Known as ‘Feeding India’, the initiative has successfully received more than Rs 6 crore in funds. <div type="twitter" handle="deepigoyal" handlename="Deepinder Goyal" image="http://pbs.twimg.com/profile_images/980757579360972800/TWg-KSki_normal.jpg" favoritecount="1727" retweetcount="1399" status="Please help by donating to 'Feed the Daily Wager' by Zomato Feeding India (@FeedingIndia) and provide food support… https://t.co/8vQRliTLtM" createdat="1585054814000" id="1242436058748317697"></div> Parle: Parle, makers of the much loved Parle-G biscuits announced that it is joining hands with the government to give away 3 crore packets of Parle-G to people in need over the next 3 weeks. The brand made the announcement after PM Narendra Modi made an announcement of the country’s lockdown to prevent the spread of the virus. <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> Diageo: Diageo India, the liquor firm that sells McDowell’s whisky and Smirnoff vodka, will produce 3 lakh litres of hand sanitizers to help overcome its shortage in the country due to the Covid-19 outbreak. A stock exchange filing by the company stated that 15 of the liquor firm’s manufacturing units are being repurposed to manufacture hand sanitisers and donation of extra neutral alcohol (ENA). Kansai Nerolac: Kansai Nerolac Paints has announced that it will do an early disbursement of funds to its painter community falling under the Nerolac Premium Painter Pragati (NPP Pragati) Programme. Over 30,000 painters can benefit from Nerolac’s initiative, upto Rs 36,000 approximately. Mankind Pharma: Mankind Pharma has pledged to donate Rs 51 crore to CM Relief fund to manage the outbreak. The brand will be donating ventilators, Personal protective equipment (PPE) and medicines to the states reporting maximum number of positive cases. Mankind Pharma will be working closely with the Governments of Kerala, Maharashtra, UP, Uttrakhand, Bihar, Tamil Nadu, Karnataka, AP, Telangana, Delhi, Haryana, HP, Madhya Pradesh, Rajasthan, Gujarat, Punjab, West Bengal J&amp;K and Orrisa.

How brands are contributing to the fight against Coronavirus

<ul><li>Brands often leverage the occasion of Independence Day to mull over pertinent questions such as freedom from gender discrimination or plastic pollution.</li><li>With Independence Day around the corner, we look back at campaigns from the past five years that nudged us to question the status quo or took us down the memory lane.</li><li>So, here’s to the past that made us and the future in the making.</li></ul>Every year on 15th August, India celebrates its independence. This earmarked day brings along an opportunity to reminisce over our past, remember the struggles of our forefathers, be grateful for today and set new goals for the future. As India completes its 75th year of independence, the levels of pride and excitement is high across the country. This year, brands have united to bring our attention to issues that we are still not independent from like racism, gender inequality, ignorance and power play, that we encounter everyday and choose to ignore. They are also using this opportunity to thank our frontline warriors, who have held the country on their shoulders for the past two years. Tricolor is already splashed all over the digital media with patriotic gusto riding through people’s hearts. Last year, the theme for Independence Day 2020 celebrations was 'Atmanirbhar Bharat' or self-reliant India. As a result, brands dedicated 2020’s Independence Day to our indigenous artisans and karigars who have been affected due to the pandemic and health workers’ resilient spirit. This year, the theme of Independence Day celebrations will be 'Nation First, Always First.’ We bring to you a list of advertisements from the past five years that celebrate the heroic sacrifices of our armed forces to tales of unity today: Tata Tea | 2021 TATA Tea Premium celebrates this Independence Day by bringing out a unique <a href="https://www.facebook.com/hashtag/deshkakulhad?__eep__=6&amp;__cft__%5b0%5d=AZX1hEgfv7TRbIexWSPxxUMn5vkbLYu_DwjWCPnzxisjYWTgqZ9lBKAktvBvCbZ2eh7UOVA-wuj8R9e9GMmM3fWDJ-mCAULDLtP0mb8QXeQboHNiXqTKvs9hfMq1jwTTRQsNrivPHRZKiagHhn-VAVu7SDSVvd2gtwmjBgx-wPJZnw&amp;__tn__=*NK-y-R">#DeshKaKulhad</a> collection in partnership with Rare Planet - a startup that promotes the work of local Indian artisans. The proceeds of the sale of these exquisite hand painted Kulhads will help to lend support to the artisan community that has been severely impacted by the current times. <div type="Youtube" id="VlKZgxB53r0" title="Desh Ka Kulhad – Celebrating India’s rich diversity | Extended" thumbUrl="https://i.ytimg.com/vi/VlKZgxB53r0/mqdefault.jpg"></div> Cadbury Unity Bar 2020 In 2020, Mondelez India’s special limited-edition Cadbury Unity Bar caught everyone’s attention. This very special Cadbury bar – a combination of dark, blended, milk and white chocolate united in one bar, epitomized the common sweetness that defines us in India, even during the not so sweet and difficult times. It celebrates our Unity in Adversity – showcasing the inherent sweetness in every Indian that has united us during these tough times. <div type="image" title="Product shot - Cadbury Unity Bar" msid="85273725" hostid="261"></div> Tata Salt | 2020 Tata Salt urges the nation to unite with the same fiery patriotism as shown during the Indian Independence movement to take efforts in fighting the COVID-19 pandemic. The spirit is brought alive through an emotional digital film using the premise of the original poem, ‘Sarfaroshi Ki Tamanna’ by Ramprasad Bismal, featuring a veteran of the 1971 war. The brand appeals to the nation to employ healthy practices such as wearing a mask, washing hands and maintaining social distance. <div type="Youtube" id="9Rb429CNELs" title="A Retd. LT. Colonel asks you to join the new fight for freedom" thumbUrl="https://i.ytimg.com/vi/9Rb429CNELs/mqdefault.jpg"></div> Liberty Shoes | 2019 Liberty Shoes partnered with Piyush Mishra to mirror the reality of today’s world in 2019. It came up with an action rather than a solution to evoke the sense of urgency and seriousness amongst the audience. They took examples from everyday life like racism, gender inequality, disrespectful behaviour towards women that we encounter and choose to ignore. It’s not the actions we blame, but also the mindset we carry. <div type="Youtube" id="HUgFTKGsh7Q" title="#InTheNameOfLiberty" thumbUrl="https://i.ytimg.com/vi/HUgFTKGsh7Q/mqdefault.jpg"></div> United Colours of Benetton | 2019 This campaign showcases how a simple act of compassion and mutual understanding can allow a nation as diverse as India, to co-exist in harmony and peace. <div type="Youtube" id="G2kMVgMzEzI" title="#UnitedByHarmony" thumbUrl="https://i.ytimg.com/vi/G2kMVgMzEzI/mqdefault.jpg"></div> Bajaj Allianz | 2018 Created by WATConsult, the campaign expresses a ‘special emotion’ of freedom embraced by the LGBTQAI+ community on Independence Day. The video highlights this community coming together, cherishing and celebrating their true freedom to love, highlighting the sentiment of Independence Day that resonates with every Indian. <div type="Youtube" id="kg8GABxUOpM" title="Pyaar Ki Azaadi - An Independence Day Film" thumbUrl="https://i.ytimg.com/vi/kg8GABxUOpM/mqdefault.jpg"></div> United Colours of Benetton | 2018 This social experiment #UnitedByHope, featured older India where people talk about the importance of religion and the importance of accessories associated with religion like kada (bangle), pagdi (turban), rosary, burkha etc and compares it with younger India. It highlighted how kids can subtly lead the older generation along the path of unity irrespective of religion or caste, and slowly but surely paving the way for a united future. <div type="Youtube" id="fNOpZvXI8eM" title="#UnitedByHope: A social experiment conducted in India" thumbUrl="https://i.ytimg.com/vi/fNOpZvXI8eM/mqdefault.jpg"></div> Vivo | 2018 Made by advertising agency Bang in the Middle, the video features a young woman driving on a highway when her car breaks down. It portrays her innate fear of being around unknown men at an odd hour of the night. The subtle message embedded in the film is revealed at the end. Even a harmless helping hand induces apprehension in an Indian woman instead of a sense of comfort. With this campaign, Vivo asked an important question: do women feel safe in today’s Independent India? <div type="Youtube" id="BIFjHEJa954" title="Happy Independence Night" thumbUrl="https://i.ytimg.com/vi/BIFjHEJa954/mqdefault.jpg"></div> Parle G | 2018 The digital campaign was created by an agency called Thought Blurb, and was marketed under the hashtag ‘#YouAreMyParleG’. The emotionally provoking film not only details on the real-life life of Ankit Singh behind enemy lines but also gives sentimental insights about his familial ties. The micro-movie ends with the message that some people turn into the whole nation’s packet of Parle-G. The final message makes a fitting end that also encapsulates the spirit of the hashtag ‘#YouAreMyParleG’. <div type="Youtube" id="yPgpLV9VIcU" title="Parle-G | Armed Forces Film" thumbUrl="https://i.ytimg.com/vi/yPgpLV9VIcU/mqdefault.jpg"></div> Airtel | 2018 Two days before India’s 72nd Independence Day, Airtel India gave the country a new rendition of our beloved national anthem <div type="Youtube" id="vH1jLzINhqY" title="EXCLUSIVE: National Anthem by Ustad Amjad Ali Khan, Amaan &amp; Ayaan Ali Bangash" thumbUrl="https://i.ytimg.com/vi/vH1jLzINhqY/mqdefault.jpg"></div> Bajaj Avenger | 2017 On the occasion of Independence day, Bajaj Avengers released their communication titled #RideyourIndependence which equates freedom of our country with women liberation. It ends with a powerful message from Mahatma Gandhi, ‘The day a woman can walk freely on the roads at night, that day we can say that India has achieved independence’. The film had clocked more than 7.2 million views on YouTube in less than 24 hours. <div type="Youtube" id="BtPpnOKDo4g" title="#RideYourIndependence - Bajaj Avenger Independence day Film" thumbUrl="https://i.ytimg.com/vi/BtPpnOKDo4g/mqdefault.jpg"></div> iD Fresh Foods | 2017 This campaign intended to spread awareness around the plight of the families of our army martyrs, encouraging the public to pledge their support to the well-being of these families. It highlighted the hardships that a martyr’s family undergoes. <div type="Youtube" id="qVPReTYAlkE" title="#iDPledge - iD Independence Day" thumbUrl="https://i.ytimg.com/vi/qVPReTYAlkE/mqdefault.jpg"></div>

Top Independence Day ads from the last five years

<ul><li>This Republic Day, brands are leaving no stone unturned to celebrate our country's diversity and evoke a sense of pride among citizens.</li><li>From limited-edition packaging and social media posts to television commercials, here’s a look at how brands are using this opportunity to connect with consumers.</li></ul>Over the years, Indian brands have created some of the most inspiring advertisements and campaigns about the country's unsung heroes that truly embody patriotism. On this <keyword id="12978254" type="General" weightage="20" keywordseo="73rd-republic-day" source="Orion">73rd Republic Day</keyword>, brands are leaving no stone unturned to celebrate what our country stands for and will make your heart fill with patriotic fervour. From limited-edition packaging and social media posts to television commercials, here’s a look at how brands are using this opportunity to connect with consumers: Parle-G Parle-G’s Republic Day ad gives a small glimpse into its long journey with the nation, and a bond that has grown stronger over the years. <div type="Youtube" id="IK9szxWp5L0" title="Bharat Ka Apna Biscuit — Parle-G" thumbUrl="https://i.ytimg.com/vi/IK9szxWp5L0/mqdefault.jpg"></div> <keyword id="133008" type="General" weightage="20" keywordseo="godrej-group" source="Orion">Godrej Group</keyword> Every one of us has grown up singing and listening to the patriotic song ‘<keyword id="4255618" type="General" weightage="20" keywordseo="hum-honge-kamyab" source="Orion">Hum Honge Kamyab</keyword>’. On the occasion of India’s 73rd Republic Day, a rendition of this inspirational song is unveiled - The Bharat Hoga Kamyab Anthem. The music video released by India’s leading conglomerate Godrej Group features frontline workers such as a doctor, nurse, police official, delivery executive, home visit technician (Phlebotomist), security guard, ambulance driver, milkman, municipal body and NGO executives. The film also features individuals who took up unique initiatives for well-being of citizens as we dealt with the COVID-19 pandemic. <div type="Youtube" id="1KzLCzuqLEI" title="#BharatHogaKamyab Anthem | Godrej Group" thumbUrl="https://i.ytimg.com/vi/1KzLCzuqLEI/mqdefault.jpg"></div> Ghadi Detergent Ghadi Detergent reminds ordinary people of India how they make our country special with their little contributions. <div type="Youtube" id="8iZuh95aTRg" title="गणतंत्र दिवस- दे खुद को भी शाबाशी" thumbUrl="https://i.ytimg.com/vi/8iZuh95aTRg/mqdefault.jpg"></div> Ambuja Cement Ambuja brings to life the inspiring story of Saidpur, a village in UP with an unbroken tradition of almost every house sending a soldier to become the Nation’s unbreakable wall. The 2-minute long digital film titled ‘#IndiaSalutesSaidpur’ is set to stirring poetry and visuals that celebrate and salute this village and its remarkable people. Saidpur is a village that stands apart, with nearly 3,500 veterans in the village, over 1,500 soldiers on active duty. Through an inter college, it prepares the village and district youngsters for the forces, maintaining a proud tradition of defending India since even before independence. <div type="Youtube" id="0IKGxetunMw" title="Ambuja Salutes the Spirit of Saidpur | Republic Day 2022" thumbUrl="https://i.ytimg.com/vi/0IKGxetunMw/mqdefault.jpg"></div> <keyword id="506662" type="General" weightage="20" keywordseo="tata-tea-premium" source="Orion">Tata Tea Premium</keyword> As India marks its 73rd Republic Day, TATA Tea Premium celebrates the unique diversity of our nation with its latest Desh Ki Jhanki initiative. Drawing inspiration from its state specific packs, each Jhanki(tableau) is designed with elements reflective of the pride of the region, capturing customs, traditions, and culture specific to each state. Celebrating the Republic Day, the initiative pays ode to the amalgamation of diverse elements that makes India truly unique.

Brands celebrate Republic Day with patriotic fervour

<ul><li>Like humans, do brands also straddle between Mrityu and <keyword id="12853" type="General" weightage="20" keywordseo="moksha" source="Orion">Moksha</keyword>? Find out in this 2 part article series by <keyword id="9324569" type="General" weightage="20" keywordseo="shashwat-das" source="Orion">Shashwat Das</keyword>, Founder, <keyword id="7465777" type="General" weightage="20" keywordseo="almond-branding" source="Orion">Almond Branding</keyword>.</li><li>In the second part of his column, he shares how brands can resurrect themselves.</li></ul>Before fighting the real battle at Kurukshetra, Arjun had to fight another battle that was raging in his mind. Thankfully, he had Lord Krishna on his side to help him win that battle. This is how the Bhagvad Gita was born. But when I read the Gita, the preaching of Chapter 2 left two crucial questions in my mind: <ol><li><a href="https://www.businessinsider.in/advertising/brands/article/why-do-brands-die/articleshow/87309993.cms" data-type="tilCustomLink">Why do brands die and</a></li><li>How can brands become immortality or achieve Moksha?</li></ol>After much search and interactions with experts, I did find the answer to the first question, but the answer for the second one had still eluded me! So I continued my quest for the second question the same way as I did for the first one and was fortunate to get an answer for this question too! Here is a curated list of ‘Dos” that might help brands to attain Moksha. <ol><li>Become a part of your customers life</li></ol>Breaking things is quite common in our homes, especially if you have kids around. One of the most common things in every Indian household is a small tube of FeviKwik. It comes in handy when you have to stick something. Besides its innovative packaging, FeviKwik is appreciated for its fast action and usability over multiple surfaces. This versatility makes the brand irreplaceable. Can you name three alternatives to Fevikwik? Never mind, because even I can’t! FeviKwik has moved beyond being a simple product to becoming an integral part of everyday life. 2. Become a fable Amul butter was launched way back in the year 1955. Since then, Amul has become synonymous with butter in India. You go to any restaurant and order for a Pav-Bhaji. Chances are that the waiter would ask you “With Amul butter or with ordinary butter?” The brand Amul butter has achieved such a status that not only does it create product differentiation but can even get you a premium over ordinary butter! Brands should strive to reach that stage where the user feels that the brand adds real tangible value. Since its launch, Amul butter is probably witnessing the third generation of grocery decision makers, but even today, no grocery list is complete without it. With such a strong fan-following, Amul butter has truly achieved brand Moksha! 3. Keep innovating There was a time when chocolate was considered as kid’s product. This not only restricted the market size but also consumption opportunities too! But Cadbury’s challenged this belief and innovated itself in two ways. First, it broke the myth that chocolate is meant for kids alone by positioning it as the ‘real taste of life’. This broke the age barrier. Second, it created new avenues for consumption by saying “kuch meetha ho jaye”. This multiplied the consumption avenues for Cadburys. Today, Cadbury’s is not only relished by the entire family but is also competing against traditional Mithai’s when it comes to gifting. Cadbury’s did not discover chocolate, but it innovated the occasions when chocolate can be consumed and widened the customer age group. It even introduced a lot of product innovations too. Bournville, Silk, Choclairs, Gems, and the list goes on. Infact, today Cadbury’s has reached such a stage where no matter what the age-group or the occasion, there is always a chocolate for you! So as long as you are allowed to eat chocolate (from the health perspective) or if you are celebrating an occasion, Cadbury’s will always top your wish list! 4. Extend your brand, but don’t dilute your identity India first started using Dettol as the main component of their first-aid kit. For many years Dettol was the only anti-septic liquid known to Indians. Sensing stagnation, Dettol decided to spread itself to other categories. But while doing so, it took care of not diluting its anti-septic identity. It first became an anti-septic soap, then a hand-wash, a floor-cleaner and now it is a general disinfectant that can be added to water to be used over any surface! Everything about Dettol is new, but its identity as an anti-septic has remained unchanged. Infact it has become stronger with every product category added. Now with multi-category presence and a stronger identity than ever, Dettol is on its way to Moksha! 5. Freshen up the message but don’t forget the messenger There was a time in India when you just had two means of communication – Mass Media (TV, print &amp; outdoor) and Point-of-Sale. But today, newer and more powerful options like digital media have emerged. Most brands focus on getting their digital inputs (SEO, Social Media presence etc.) right and ignore the fact that even media channels have their own important place in the process of communication. While their messages keep evolving with changing customer sensibilities, most brands still fail to unleash the full potential of the emerging new media channels. The belief that appealing message will work wonders was OK till the choice of media channels, the messenger, was limited. But the moment new messengers were added, new brands emerged out of nowhere and today are appealing the might of older established brands. Every messenger (channel) has its own requirement, e.g. Twitter takes just 280 characters, whereas YouTube can take a video of much longer length than conventional TV commercial. The better brands use these channels, the better connect thy can create with their customers thus going a step closer to Moksha. 6. Keep appealing to your customer’s eye There was a time when the world’s largest selling biscuit, Parle-G, sported a butter packaging and an infant on its pack. This visual identity has become so deeply entrenched with Indian consumers that most ‘me-too’ biscuit brands that were launched in the country sported a kid on their wrappers. Realising this shortcoming and to remain relevant to the times, Parle-G shifted to a plastic sheet wrapper and even replaced the kid with a caricature. However, apart from these two changes, the visual identity of Parle-G has remained unchanged by &amp; large. But, not changing with times is a liberty only legacy brands can afford! Today, remaining relevant to the sensibilities of the customers is a must for every brand. With evolving customer behaviour and thinking, brands too have to change. Earlier you could see the salt inside Tata Salt, today you don’t. Earlier Nirma was a simple semi-transparent pillow pack, but today it is a lot more colourful. Even some of the biscuit brands of Britannia keep on evolving their visual identity in order to remain relevant to the customer’s sensibilities. While the biscuit inside remains the same, the outer visual identity of the brand keeps evolving! 7. Be an active contributor to the society Besides helping you with your everyday life, brands aspire to emulate your personality. Eventually, brands want to become you. They want to appeal to your “Do-Good” spirit as they know that this is one hidden facet of your personality. For instance, a brand like the house of Tata spends a lot of resources, monetary or otherwise, on social activities which may not give it a direct benefit. But people remember and appreciate such philanthropic efforts made by brands that not only make their lives easier, but also that of the society at large too. They even show their appreciation by endorsing such brands. Even P&amp;G brands like Ariel make such attempts to give back to the society. Brands that think beyond achieving their own sales targets are not only remembered and consumed by the current generation, but are also appreciated by the next ones. If a brand was a person, normally it would die a natural death after some years of existence. But unlike us humans, brands don’t have a physical form and hence can theoretically become immortal. There are ways and means of achieving immortality or Moksha. The association of colour Red with danger is immortal and so is that of White with Peace. A smiling face always puts you at ease over a frowning one. Or, lullabies are always sung before going to sleep instead of rock &amp; roll! These things have achieved Moksha. So, if you want your brand to achieve Moksha then better start working right now as it might be too late tomorrow! <div type="Article" hostid="261" msid="87309993" title="Why do brands die?" mstype="2" mssubtype="0"></div>

How can brands achieve moksha?

<ul><li>India’s largest retailer, <keyword id="44949" type="COMPANY" weightage="20" keywordseo="Future-group">Future Group</keyword> is set to scale up its share in laundry market with new liquid and powder detergent brands. </li><li>The move is set to cut shelf space by a third and hit <keyword id="6365619" type="COMPANY" weightage="20" keywordseo="hindustan-unilever">Hindustan Unilever</keyword> and <keyword id="316422" type="DOMAIN" weightage="20" keywordseo="Procter">Procter</keyword> &amp; Gamble’s market share. </li><li>Future Group owner <keyword id="44950" type="PERSON" weightage="20" keywordseo="Kishore-Biyani">Kishore Biyani</keyword> announced his company’s new plans. </li></ul>India’s largest retailer, Future Group is planning to scale up its share in the laundry market with its own line of liquid detergents and powders. The Founder of the group, Kishore Biyani said that he wants to take on giants like Hindustan Unilever and Procter &amp; Gamble (P&amp;G) by cutting their shelf space by a third in the segment, says an <a href="https://economictimes.indiatimes.com/industry/services/retail/kishore-biyani-sees-bright-future-in-own-brands/articleshow/70166924.cms?from=mdr">Economic Times</a> report. The Group’s Future Consumer (FCL), the consumer arm of the group which runs <keyword id="6357823" type="COMPANY" weightage="20" keywordseo="big-bazaar">Big Bazaar</keyword> stores, already launched its own liquid detergent brand, Voom. It soon plans to come up with a powder format of it, in two weeks. On the Shelf Biyani wants to gain disproportionate share in the market, building on its vast retail presence. “Consumers will finally decide which brands to pick but we have to push our own brands on shelves too,” Biyani told ET. The Future Group operates around 1,500 stores across supermarket chains like Big Bazar, Easyday, <keyword id="162215" type="COMPANY" weightage="20" keywordseo="Hypercity">HyperCity</keyword>, Easyday and Nilgiris. Together, they account for around 5% of the HUL and P&amp;G’s annual sales worth ₹4,000 crores. FCL is leaving no stone unturned to get its brands into the market. It is planning to stock its new laundry brand Voom across fashion stores too owned by the group like FBB, <keyword id="370284" type="COMPANY" weightage="20" keywordseo="Brand-Factory">Brand Factory</keyword> and Central stores. Ambitious targets Laundry is the biggest market category for both HUL and P&amp;G. The largest segment in the home and personal care space is worth ₹24,000 crore. HUL and P&amp;G have flagship brands like Surf, Rin, Ariel and Tide, which control more than half of the market. But, Future has set ambitious targets to get 70% of sales from their own brands in the next few, said the ET report. Laundry is a big part of this grand plan. Biyani restructured his retail company into a fast moving consumer goods company (FMCG) company, nearly a decade back. Future Consumer has its own brands and private labels. FCL already has a 20% share in the biscuit segment. It is also the third largest player after household brands like <keyword id="6359432" type="DOMAIN" weightage="20" keywordseo="britannia">Britannia</keyword> and Parle. Within their own stores, FCL has a majority share in the body wash segment and also snacks.

Kishore Biyani’s Big Bazaar wants to take Hindustan Unilever and Procter & Gamble to the cleaners, with its own laundry brands

<ul><li>Actor <keyword id="475128" type="PERSON" weightage="20" keywordseo="Pankaj-Tripathi">Pankaj Tripathi</keyword> is the brand ambassador for the new campaign. </li><li>The campaign is conceptualised by <keyword id="274876" type="COMPANY" weightage="20" keywordseo="Lowe-Lintas">Lowe Lintas</keyword>. </li></ul>Britannia's <keyword id="1457487" type="COMPANY" weightage="20" keywordseo="Milk-Bikis">Milk Bikis</keyword> has launched a campaign that calls its competitors ordinary and says that children need more than just glucose in their biscuits. Children’s nutrition, particularly in the times of a pandemic is a top priority for parents and they are always trying to get children to try out foods that have the goodness of wholesome ingredients. But given the fact that children are picky eaters, this is an uphill task for parents. To study the attitudes of mothers towards kids’ nutrition during the on-going pandemic, Britannia Milk Bikis set up a Nation-wide study amongst mothers of children aged between 4-12, in the latter half of 2020. The overwhelming data that emerged from the study is that 79% of Indian Moms feel the wholesomeness of Traditional Foods like Parantha, Daliya and Doodh Roti is what they would most want included in their kids’ diets. The nation-wide survey also revealed the contrasting attitude towards the taste of traditional foods- While Mothers love the taste of foods like Doodh roti, their children more often than not, didn’t. As a response to these findings of the survey, the brand today launched the Britannia Milk Bikis 100% Atta product with ‘Doodh Roti ki Shakti’. <div type="Youtube" id="76AWF_tPZkc" title="New Milk Bikis 100% Atta with doodh roti ki shakti Ad starring Pankaj Tripathi (30 sec- Hindi)" thumbUrl="https://i.ytimg.com/vi/76AWF_tPZkc/mqdefault.jpg"></div> The new Milk Bikis biscuit has been designed as the perfect snacking ally to parents who want to serve wholesome goodness in their childrens’ snack without compromising on taste. This new biscuit has been created with the goodness of milk and now has the added benefit of Atta in it, in fact 100% Atta. One pack of Britannia Milk Bikis 100% Atta Biscuit offers the energy equal to the energy provided by 1 glass of Milk + 1 Roti. With this, Britannia Milk Bikis gets relaunched as Milk Bikis 100% Atta biscuit in some key markets across the country. Commenting on the launch of the new product, Vinay Subramanyam, VP Marketing, <keyword id="146218" type="DOMAIN" weightage="20" keywordseo="Britannia-Industries">Britannia Industries</keyword> said, the 100% Atta Milk Bikis biscuit has been launched in response to an increasing need for wholesome nutrition for children and the power of traditional Indian foods in doing so. With the Milk Bikis 100% Atta biscuit we provide the goodness of Doodh Roti which came up as one of the favorite ‘traditional Indian foods’ amongst mothers across the country. The new Milk Bikis is a perfect example of upholding the goodness of traditional values and infusing in the form of a modern milk biscuit. That’s why we have partnered with Pankaj Tripathi, who is a modern parent, yet is true to his roots and tradition. Pankaj Tripathi on his association with the brand said, "Milk Bikis se mera sambandh bachpan se hai. Humare liye Milk Bikis aaj bhi utna hi anandbhara experience hai, jitna kal tha! Aur Britannia ne ab ise 100% Atta biscuit banakar bilkul adbhut game-changing launch kar diya hai. Hume aajkal ke bachchon ki khaas nutritional zarooraton ka poora dhyan rakhna chahiye, aur ye naya Milk Bikis 100% atta ek yogya aur badhiya jawab hai uss national survey ka jo Britannia ne mothers ke saath kiya hai. Mera is brand ke saath association bada hi khaas hai, aue mujhe iss campaign pe kaam karke behad mazaa aya!" Puneet Kapoor, Regional Creative Officer, Lowe Lintas remarked, ““In a world of product parity, it’s a rare opportunity these days when we get a clear and real product advantage over competition to harp about in communication. This was one such opportunity. This was a fun story to tell with a clear, tangible product advantage put forth in an entertaining way by the finest acting talent in the industry.”

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