CATALYST
STRATEGY
Adapt or die...
Just as evolutionary history tells us that the fittest species survived because they were able to adapt to change, so should corporations in a changing business environment.
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Nirma's food foray
With pressure on its traditional mainstays, soaps and detergents, Nirma looks to foods to feed its bottomline.
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Greens change colour
While they began as conventional green channels, both Discovery and National Geographic have been broadbasing content beyond wildlife and nature. But is the strategy paying off? Catalyst finds out.
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RURAL MARKETING
Budget brands back with a bang
The nearly forgotten domestic television majors of yesteryear, the likes of Oscar, Beltek, Weston and Salora, have been making big strides in the CTV segment in semi-urban/rural areas.
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ADVERTISING
Brand pollution
Society will bear with commercial use of its utilities up to a point of time. When things seem to go a bit too far, it will aim to rein in the marketer in his outdoor conquests.
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The mad, mad ad world
In the first of this three-part series, the author, a long-time ad professional, describes the topsy-turvy world of advertising. MY first day in advertising was quite unforgettable. I was taken out for lunch by the team I was supposed ...
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With designs to be cool
Leather products maker Hidesign launches a new campaign to give itself a makeover as a trendy brand which will also appeal more to a female audience.
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Market not ripe for pharma ads
A country with a large illiterate population cannot really benefit from advertising for prescription-based drugs. Such advertising has to have adequate safeguards to prevent wrong use.
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CARTOON
Hardsell
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NEW PRODUCTS & SERVICES
Eco-jewel
TANISHQ, under its `eco-friendly' fashion accessory brand, `fQ' Fashion Quotient, has launched the fQ Hoops collection. It is targeted at independent and fashion-conscious Indian women. It consists of earrings, chains and pendants in over 60 ...
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Hi-tech filter
ION EXCHANGE INDIA has launched a new product called Zero-B Srijal Cartridge. This can reportedly replace the candle of the water filter and convert it into a purifier in minutes. ...
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Fresh air
PENNZOIL has introduced its range of international air fresheners in designer fragrances. The `hanging leaf' variety is available in 10 fragrances and the `Illusion' spray in 12 fragrances such as Eternity by CK, Michael Jordan, Boss, Beautiful ...
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Super Nova
EUREKA FORBES has launched what it claims to be India's first ever state-of-the-art water purifier with futuristic technology, the Aquaguard i-Nova. It can be connected to Eureka Forbes' 24 hour central monitoring station through a ...
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Light up
OXYGEN INDIA has launched the rechargeable flashlight range. This range consists of Sunpower, a multipurpose torch with a built-in cadmium battery. It has a red filter that converts it instantly into a warning lamp. Focus is meant for homes. ...
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Clean machine
GODREJ APPLIANCES has launched a new series of washing machines called Godrej Dream Wash. The range comprises semi-automatic and fully automatic machines which come with a pulsator wash system that enables four-way wash action. In this range, ...
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Shot story
BECTON DICKINSON INDIA (BD) has introduced Uniject, a pre-filled single-use injection device. The concept aims to make the process of immunisation easier, minimise the risk of transmission of diseases, ensure economical transport and storage and ...
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Sugar, sugar
DHAMPURE has launched Demerara, natural brown sugar. It claims to be low calorie and loaded with vital nutrients. It reportedly brings out the aroma of coffee beans and also melts five times faster than normal sugar. It can also be added to ...
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