Author - sabcp

Tempting the Diwali Shopper

Client: Cadbury India 

Background: Indian festivals are social occasions when families take time off to visit their friends and relations to exchange gifts. Diwali is India’s largest festival. It is also the time for homecoming for several people who live in the metros for work.  The week preceding Diwali witnesses maximum shopping for gifts. Historically, traditional sweets and dry fruits are the two most popular gifting options. (more…)

Cleaning Up Dettol Hand-Wash

Client: Hindustan Unilever

Background: In the year 2011 the hand-wash market in India was one of the fastest growing categories in modern retail stores. Reckitt Benckiser’s Dettol was the market leader followed closely by Hindustan Unilever’s Lifebuoy. Dettol’s dominant presence was borne out by the share of shelf commanded by the brand in India’s largest supermarket chain, Big Bazaar. In March 2011, following a failed negotiation over increasing trade margins, Big Bazaar stopped all purchases of Dettol hand-wash from Reckitt Benckiser. (more…)