Thursday, October 21, 2021

Brand Update : Prestige takes Svachh idea to gas stoves

 It is always good to see how brands leverage good ideas and use them as a platform for product innovation. Prestige had struck a smart idea of Svachh ( clean) products probably inspired from the highly lauded Svachh Bharat Abhiyan. The first product was the Svachh pressure cooker which had a deep lid with spillage control that prevents froth from flowing down the cooker. Although I was sceptical, I found the cooker very useful at home. Spillage is a common problem is a pain point in the kitchen. 

The brand has not extended the idea to gas stoves with the invention of Svachh gas stoves where the burners can be lifted so that the entire stove platform can be cleaned. It is a simple idea but very useful especially since homemakers are often troubled by unclean gas stoves. I guess that Prestige will be looking to expand the ideas to multiple products under its umbrella. 

These small ideas are incremental, simple but make sense for the consumer. Although these ideas can be replicated by the competitors, Prestige now has the image of being a very innovative and thoughtful marketer. Vidya Balan as the brand ambassador brings more authenticity to the brand campaigns. The brand is well poised to harness the power of little ideas. 

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Tuesday, October 05, 2021

Brand Update : Cadbury Dairy Milk and Nostalgia Advertising

 Recently Cadbury Dairy Milk did the unthinkable; it recreated the iconic advertisement of the girl dancing during a cricket match with a twist. The marketing and advertising community was thrilled to see the recreated ad and the creative prowess of the agency O&M.

The ad evoked a lot of nostalgia among the consumers who not only liked the chocolate but also enjoyed the brand's advertisements. Nostalgia is defined by marketing academicians as a preference for objects that were common when one was younger. Marketers use nostalgia both in products as well as communications. Recently Mahindra brought back the Jawa brand as an example of nostalgia-based product development and launch. Nostalgia is also used in brand communication in different forms. It can be in the form of themes, music, imagery etc. Parachute Advanced used an old Hindi song in their campaign evoking old memories, some brands bring back the old jingles, taglines evoking nostalgia among the consumers. Research has indicated that consumers have a preference over products that are more aesthetic in nature which has strong associations with their youthful days. Another set of researchers have found that there is an increased tendency of spreading the brand through word of mouth. 
The recreated Dairy Milk ad is a brilliant move by the brand rekindling the interest and love for the brand. The ad also strikes a chord with the new generation because it ticks all the right boxes in terms of gender equality and empowerment. More than that this is yet another brilliant example of brand storytelling.