The packaging is new and so is the way it talks to customers. Plus the brand has been extended into hair oil, shampoo and body wash, products that appeal to the young.
India has a history of successful mascots. The adorable Amul Girl has been gracing hoardings with topical punch lines. And Maharaja, launched way back in the 1940s, continues to represent the Air India with a new look since 2015.
While the traditional masala portfolio continues to hold its sway, the brand is up against stiff competition from food delivery apps and the thriving community of restaurants that they support for its ready-to-cook and ready-to-eat fare.
The two battle it out in the controversial but lucrative fairness cream market, spark a fresh bout of aggression in the war between the brands
His rags-to-riches story would make a film. Meet Musthafa P C, the man behind ready-to-use breakfast foods that countless Indians trust.
Kapoor charges between Rs 3 and Rs 3.5 crore for a day's work for a brand. His current roster of brands include Asian Paints, Pepsi, Panasonic, Renault, Flipkart, Macroman, Saavn, and Hero MotoCorp.
Urvi Malvania on what makes Ranveer Singh so popular that he is succeeding Salman Khan and Akshay Kumar as the brand ambassador of Thums Up.
The home-grown biscuit brand looks to get inside the customer's mind as it steps outside the boundaries of its mass-market identity
'Physically, he is your boy next door, but attitude-wise, he is an evangelist who does not mind shouting from the rooftops to take a stand on a cause he believes in.'
'It is very close to Puma's deal with Kohli in terms of yearly sponsorship.' 'Sindhu will get Rs 40 crore as sponsorship while the rest will be for equipment.'
Narayana Murthy is akin to being the first man on the moon for the IT services industry.
Venture capitalists Adam Wolfensohn and Ameya Bijoor tell Anjuli Bhargava about the kind of investments and companies they are looking to invest in.
A century-old European bicycle brand gets a makeover under its new Indian owner. But is there room for yet another premium commuter bike?
The banks have asked the court to demand his return and to impound his passport.
The car is expected to hit the road on October 23 and is being launched as Hyundai celebrates two decades in the country. Industry sources say that it will be priced at Rs 3,70,000 to stay competitive with its biggest competitors, Tata Tiago and Maruti Suzuki Celerio.
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Experts say the impact is limited to investors and potential employees and may ease out in the next few months
The IT major is donning a new face for the changing times, says Ayan Pramanik.
The IT major is donning a new face for the changing times, says Ayan Pramanik.
With Katrina Kaif as brand ambassador, will Lenskart be able to steer customers away from local opticians and keep them loyal?
Apart from the growing adoption of the internet in the country, brands are drawn to the agility of the medium, its targeted and data driven approach and the increasing cost of offline channels for sales and distribution.
Ash and Abhi help the TTK Group strengthen its mass appeal.
The question that is being asked is: Does the GST campaign gain from his all-too-familiar face taking forward its message or will brand fatigue flatten the impact?
It also marks the culmination of the revamp exercise that the brand undertook 18 months back, spearheaded by Nellaiappan Thiruambalam, who was appointed as director and CEO of the personal care and foods division in April 2013.
More than just a legacy brand in commercial vehicles, Ashok Leyland wants to be seen as an old brand embracing new values.
To double its current turnover of Rs 13.53 billion in five years, the firm plans to generate 25 per cent of this consolidated revenue from FMCG sales.
Havmor will now make its next journey, across India, under the banner of South Korea's Lotte Group, the confectioner best known for manufacturing and marketing chocolate marshmellow pies under the Choco Pie brand, says Sohini Das.
To beat its rivals, Nokia has done what most Chinese brands did soon after they entered the Indian market. Tied up with a well-known Bollywood actor as endorser, associated with cricket and established fan engagement initiatives, reports T E Narasimhan.
Over the last few days, as the fortunes of Thomas Cook Plc took a wrong turn, the Indian entity scrambled to distance itself from its erstwhile parent. Experts have said that the travel firm must not change its brand name.
Uber's association with a movie, the first for the company in India, comes at a time when it is flexing muscles and splurging on hoardings and newspaper ads to get more customers.
What is driving the digital-first approach of traditional, legacy brands? Apart from the growing adoption of the internet in the country, brands are drawn to the agility of the medium.
'He resonates more with the youth which is always something brands want.'
Today Aashirvaad, ITC says, has 75 per cent of the market.
'When a newspaper says that Karnataka leads in corruption, one must also know it means Karnataka leads in patronising corruption.' 'You can't be corrupt without me succumbing to your corruption.'
One of the reasons for the failure, say industry experts and financial analysts, is that Emami strayed too far from its core with sanitary napkins.
The branding exercise is estimated cost Rs 100-200 crore to the Tata Group.
In the coming months, Lever Ayush will venture into categories beyond soaps, shampoos, toothpastes, lotions and moisturisers, its current segments of operation, as it seeks to give the brand a horizontal push.
E-commerce in India could grow to $137 billion by 2020 from $11 billion in 2013, says Morgan Stanley, and firms like Amazon, local market leader Flipkart and rival Snapdeal, backed by Japan's SoftBank, are fighting for a bigger share.
Brands like Puma, Wildcraft and Woodlands are rewriting the marketing playbook to cater to women consumers.
With a new campaign for Gatorade and renewed thrust on sports drinks, PepsiCo looks to make the most of the growing passion for fitness in the country.
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