Wednesday, December 05, 2007

Brand Update : Chandrika

After repositioning itself on the SPA imagery, Chandrika is going for another repositioning exercise. This time the brand is relying on the " usual " caring mother platform. It seems Chandrika has discarded the earlier SPA equation .

The new ad talks about the ayurvedic essence of the brand (attribute) and how it takes care of the skin. The new campaign is also trying the laddering up strategy. Chandrika is now trying to own up " Freedom " as its new brand manthra. The concept is that the brand enables the user freedom from all skin problems thus helping her to live life fully. Although the idea is old, the agency has managed to execute it in an effective manner.
Watch the new TVC here : Chandrika

Repositioning a brand too often is not advisable for a brand in a long term perspective. One thing that I noticed about this brand is the absence of a slogan ( tagline). Slogans are considered to be powerful brand element that can reinforce a brand's positioning. May be its time for Chandrika to do a soul searching and develop a consistent positioning platform.
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