I came across two nostalgic reminiscences recently that offer a lot to think about and learn from. The first one was by none other than Bill Gates. At an event recently hosted for founders by the venture firm Village Global, one of…

The new Fogg ads that sell ‘Perfume ka top-up’ offers an interesting case study in positioning. There is no doubt that Fogg shook up the deo/perfume market in India with a value-based positioning of ‘no gas perfumes’. It was the equivalent of…

Narendra Modi is tweeting in Spanish, Russian, French, Arabic, Chinese… besides English, today. Why? To promote Yoga. This is incredibly smart and astute – to speak to people in a language they know/love, to promote Yoga to the world! Very, very well…

Dettol launched a new range of bath soap and handwash recently, called ‘Dettol Co-Created with Moms’. Yes, quite a mouthful 🙂 The ads (by McCann) were on air during the India vs. Pakistan match too. It looked remarkably non-Dettol’ish and significantly more…

Renault Italy wanted to sell 100 limited edition Captur Tokyo edition SUVs. For some reason, they wanted to sell these 100 to ‘younger’ audiences (they perhaps have the data on why they were bent on selling it to this audience; it looks…