ITV

Category: Brands

  • After Priyanka, Alia wants to know ‘Why should boys have all the fun?’

    After Priyanka, Alia wants to know ‘Why should boys have all the fun?’

    NEW DELHI: After Priyanka Chopra took to singing to have her fun, young petite Alia Bhatt has stepped in to ask viewers ‘Why should boys have all the fun?’.

    Hero MotoCorp has released a new television commercial featuring Bhatt riding the new version of ‘Pleasure’, as the new brand ambassador for Hero MotoCorp replacing Priyanka.

    Hero MotoCorp’s ‘Pleasure’ is one of the new generation scooters primarily meant for girls.

    Earlier it was Honda Activa that grabbed everyone’s attention, and now it is the Pleasure. Not only for its beauty, but its 102cc four-stroke engine with power output of 6.74 Bhp and 7.4 Nm can give you an unforgettable ride.

    The story line of the TVC shows Bhatt driving her Pleasure far away from the city. She smiles as she passes through a puddle of water. She stops for a while to steal an apple from a farmer’s apple cart and drives off as the farmer runs towards her. A young man asks for a lift but she stops for a second and drives, the camera focusing on the meter console. The screen then focuses on the tubeless tyres. She then stops at a dhaba smiling at two persons sitting there, and the screen concentrates on the mobile charger and integrated braking system. She then drives through a river, reaching her home in darkness where she replies in answer to a question that she had gone just to test the weather. The entire TV is accompanied by a Hindi-Punjabi-English song ending with the lines: ‘Why should boys have all the fun?’

    The TVC also shows Pleasure does not feature gears which mean that one can easily drive it on empty roads as well as in jammed city traffic. This is the new version of Pleasure with new features and color combination. You can now have tubeless tires, drum combi braking system and ground clearance of 125 mm. The new Pleasure weighs about 103 kg, and the company is planning to introduce a few additional features like mobile charging socket and a side stand in a couple of months’ time. The fuel tank capacity of Pleasure is around five litre, and one gets enough space to store stuff under the seat. 

    Click here to watch the video

     

  • Havells India Q1FY15 net revenue up by 21 %; PAT up by 13 %

    Havells India Q1FY15 net revenue up by 21 %; PAT up by 13 %

    MUMBAI: Havells India Limited, a $1.3 billion leading Fast Moving Electrical Goods (FMEG) company and a major power distribution equipment manufacturer with a strong global footprint, announced its first quarter performance ended 30 June, 2014.

    Standalone Performance (Q1FY15 VS Q1FY14)

    • Net Revenue grew by 21 per cent to Rs 1,277 crore during the first quarter ended June 30, 2014 compared to Rs 1,051 crore in the corresponding quarter ended June 30, 2013.

    • PAT grew by 13 per cent to Rs 107 crore for the period ended June 30, 2014 compared to Rs 95 crore in the corresponding quarter previous year.

    • PBT grew by 30 per cent to Rs 150 crore as against Rs 115 crore in the corresponding quarter previous year ended June 30, 2013.
    Sylvania Global standalone basis Q1FY15 VS Q1FY14

    • Revenue grew to € 107.2 million during the quarter ended June 30, 2014 compared to € 106.7 million to the corresponding quarter ended June 30, 2013.  

    • EBIDTA grew to € 4.6 million compared € 4.2 million in the corresponding quarter ended June 30, 2013.

    Consolidated Performance (Q1FY15 VS Q1FY14)

    • Net Revenue grew by 17 per cent to Rs 2,129 crore during the first quarter ended June 30, 2014 compared to Rs 1,823 crore in the corresponding quarter ended June 30, 2013.

    • Net Profit grew by 28 per cent to Rs 112 crore during the first quarter as compared to Rs 87 crore in the corresponding quarter previous year.

    • PBT grew by 44 per cent to Rs 163 crore as against Rs 113 crore in the corresponding quarter previous year ended June 30, 2013.

    Commenting on the financial performance, Havells India joint managing director Anil Rai Gupta said, “Led by cable division, all our business segments have seen strong growth and improvement in margins in the first quarter of the current financial year. Our overseas operations under Sylvania has also registered profit. Overall, the outlook is upbeat as industrial, infrastructure and construction sectors gain momentum with the government taking a number of policy initiatives and reviving stalled projects. We expect strong demand in the cable segment to spread to other segments in the coming quarters. With our wide range of high quality products across segments and a robust distribution network, we are geared to take advantage of this pickup in economic activity.”

    Business Segments (Q1FY15 VS Q1FY14)

    • Electrical Consumer Durables grew by 21 per cent to Rs 269 cr in Q1FY15 as compared to Rs 222 cr in Q1FY14.

    • The Cable division grew by 32 per cent to Rs 535 cr in Q1FY15 as compared to Rs 405 cr in Q1FY14.

    • Lighting and Fixtures segment registered revenue growth of 12per cent at Rs 165 crore as against Rs 148 crore.

    • Switchgear division grew by 11 per cent to Rs 307 cr in Q1FY15 as against Rs 276 cr in Q1FY 14.

    • Export revenue grew by 9 per cent during the quarter from Rs 65 cr in Q1FY14 to Rs 71 cr in Q1FY15.

    Other Highlights

    • Expanded Havells Galaxy chain by opening 10 more stores across India, taking the total number of such stores to 235 across the country.

    • Board of Directors approved split of its equity shares of face value of Rs 5 into Rs 1 each on 30 June 2014.

    • Direct presence in 100 towns with more than 5 lac population.

    • Focus now on towns up to 1 lac population. Out of 1200 towns, already reached nearly 750 towns.

  • Mercedes-Benz India registers 25 per cent half-yearly sales growth

    Mercedes-Benz India registers 25 per cent half-yearly sales growth

    MUMBAI:  Mercedes-Benz announced a strong growth in its sales for the Jan-June 2014 period. The automobile manufacturer registered a significant high of 25 per cent year-on-year growth by selling 4,717 units in this period.

     

    Significant contributor to this growth trajectory has been the flagship S-Class sedan and the ML-Class SUV and the NGC portfolio comprising the A-Class and B-Class. While the C-Class and the E-Class luxury sedans remain the preferred vehicle of choice for the customers, the AMGs continue to grow in the performance segment it created. The recently launched CLA 45 AMG is expected to appeal to a new group of young Indians, hence widening the AMG customer base in India.

     

    Mercedes-Benz India MD and CEO Eberhard Kern commented, “2014 is our year of excellence and it’s our endeavor to create new benchmark in modern luxury. Our ‘Year of Excellence’ growth strategy is paying-off as we have been able to maintain our key focus of growth and sustainability in the Indian market amidst challenging market conditions. The first six months of sales growth reaffirms Mercedes-Benz India’s strong brand premium and competitive edge in terms of offering continuous product innovations, boasting of a benchmark production facility, extending an enriching after-sales experience and strengthening its qualitative network presence. With some of the most fascinating products lined up in the remaining two quarters, including the much awaited GLA-Class, Mercedes-Benz is all set for another year of strong growth.”

     

    The luxury car maker has the densest network presence in the country with 64 outlets in 36 cities. New outlets were opened in Bhubaneswar, Raipur, Bhopal, Chandigarh and Mohali as well as three new AMG performance centres in Delhi, Bengaluru and Mumbai were inaugurated. The following months will see the launch of eight more outlets.

     

    And it remains the fastest growing luxury brand in India in FY 2013-14 with 47 per cent year-on-year growth.

  • Official jersey of Jaipur Pink Panthers kabaddi team unveiled by owner Abhishek Bachchan

    Official jersey of Jaipur Pink Panthers kabaddi team unveiled by owner Abhishek Bachchan

    NEW DELHI: Pro-Kabaddi League  (PKL) franchise Jaipur Pink Panthers’ official jersey has been unveiled by the team owner, actor Abhishek Bachchan in Mumbai.

    While the players of the Jaipur Pink Panthers were recently introduced to the Jaipur media, they were officially introduced to the audience in Mumbai.

    PKL flags off today across eight venues in India, starting with the Jaipur Pink Panthers v/s U Mumba at the NSCI Stadium in Mumbai.

    Bachchan spoke at length about his association with Kabaddi and the PKL. He said, “It’s a huge honor to be associated with the Pro-Kabaddi League and an even bigger honor to introduce to you the players of the Jaipur Pink Panthers. We have some amazing talent here today as the Jaipur Pink Panthers get ready to roar at the games”.

  • “We believe that advertising is about storytelling”: Rajesh Krishnamurthy

    “We believe that advertising is about storytelling”: Rajesh Krishnamurthy

    The hair care category is considered to be one of the largest segments in the personal care industry in India. The estimated size of anti-hair fall segment is Rs 1400 crore and is growing at 9 per cent year on year. One of the leading brands of this category that has a range of herbal products is The Himalaya Drug Company.

     

    It was early last week, when The Himalaya Drug Company rolled out a mass media campaign for its anti-hair fall shampoo. The brand recently is seen being promoted on various media platforms. 

     

    In conversation with indiantelevision.com The Himalaya Drug Company consumer products division business head Rajesh Krishnamurthy speaks at length about the brand’s marketing strategies, the worry about media segmentation, its sales targets and much more.

     

    Marketers are worried about the media segmentation that is happening in India. What are your thoughts on this?

     

    We believe that advertising is about storytelling and we should use different mediums strategically to communicate the story. Each media delivers on a significant objective. Depending on the brand’s requirement at that point in time, we would leverage media vehicles accordingly. With the anti-hair fall shampoo campaign, the media mix involves both traditional and digital, we launched with a television commercial and eventually for more targeted marketing we would invest in the digital medium.

     

    How does this come as a challenge while rolling out a 360 degree marketing campaign? 

     

    The biggest challenge is allocation of resources, as each medium has its own merits and demerits; the media mix has to be strategically decided on the basis of the brand’s requirement, the effectiveness of the medium and the RoI generated. While television and outdoor help us in reaching out to the target audience, the digital medium helps us in engaging the consumers with our brands. Himalaya Shampoos enjoy a strong equity in south India with 4.5 per cent market share. This new communication has been developed to support our key variant and build share in the hair fall problem segment nationally.

     

     Where does marketing fall in Himalaya’s personal care business?

     

    Marketing is the backbone of our personal care business. A right marketing mix driven by relevant consumer insights strikes the chord with the consumer. At Himalaya, we believe in steady and consistent investment in brand building and driving initiatives through extensive marketing research, be it in product development, understanding consumers and their needs, positioning of our products and communicating effectively.

     

    We had the first mover advantage with our face washes in 2006 and today our Purifying Neem face wash is the leading face wash brand in India. Our products’ USP lies in its ingredients, Neem has been successful in reducing pimples, and today it resonates well with our consumers because of the marketing campaigns devised to effectively communicate the product benefit of Purifying Neem face wash over the years.

     

    With tight competition in the category what are the differentiating areas that you are focusing on?

      

    Our strength lies in developing efficacious, natural and 100 per cent safe products which build connect with our consumers. Our products are enriched with well researched ingredients which help deliver the product benefit and this is what differentiates us from our competitors. Research has shown that despite major brands being present in the hair fall space, it still happens to be one of the biggest concerns amongst women today. Our TVC communicates how Bhringaraja and Butea Frondosa offer an effective solution to hair fall; it also brings out the message about how the brand would like to help its consumers make the right choice.

     

    Can you define your TG for this segment?

     

    We have noticed that today’s lifestyle has resulted in more women and men experiencing hair fall at a much younger age, hence our communication is directed towards youth between the age group of 18-25 years.

     

    While many brands of this category are trying to incorporate specific media vehicle in their communication plans why did you decide to take the mass media marketing route now?

     

    We have a strategic media plan starting with a mass marketing vehicle. The essence is to create visibility for the brand and connect with the TG with this commercial. While television delivers on these two aspects; digital media also offers room for interactivity as an added benefit. We have launched our communication on YouTube as well and soon we would launch a digital campaign for anti-hair fall category.

     

    Where does digital stand in your media mix? Can you elaborate on the activities planned for your digital campaign?

     

    Digital is an important medium of communication for us. The audience is young and tech savvy, hence we need to be active on this space to build on Himalaya as a trusted brand. We would launch campaigns involving SEO, SEM, display banners, interactive microsites and engaging social media presence starting with Facebook in the coming months with some exciting campaigns for our TG.

  • Philips teams up with Disney India

    Philips teams up with Disney India

    MUMBAI:  Philips Lighting India has announced the creation of an imaginative LED lighting portfolio offering with innovative, inspiring and playful lighting products designed to bring the Disney magic to life for kids and their families. The range will be available exclusively on Amazon India’s e-commerce platform.

     

    The new Philips and Disney imaginative lighting range of products combines Philips’ ground-breaking and meaningful innovation in lighting with the magic of Disney characters and story telling to transform a child’s bedroom into a more imaginative place for them to read, play and sleep. It represents the latest achievement in Philips’ journey to transform the home lighting experience and make it digital.

     

    Philips Lighting India president Nirupam Sahay commented, “The blend of Philips’ expertise in lighting and Disney’s beloved characters will transform kid’s rooms to a more imaginative place for them to learn, play and sleep. The e-commerce tie-up with Amazon will help us in making these digitally interactive lighting solutions easily accessible to our target consumer, who is online most of the time and likes to shop without hassle.”

     

    “This product range is a perfect example of how Disney storytelling can extend into children’s bedrooms through an innovative and compelling product offering. We are thrilled to work with Philips to help create comforting reading and bedtime environments for families,” added Disney Consumer Products vice president and head Abhishek Maheshwari.

     

    “The launch of Philips Disney Imaginative Lighting range exclusively on Amazon India is in line with our vision of enabling our customers in India to find, discover and buy anything that they desire online and provide them a unique, delightful and trustworthy shopping experience. This exclusive partnership also serves as a testimony of our commitment to offer our customers products of superior design at exceptional prices,” said Amazon India director category management Samir Kumar.

     

    The Philips Disney imaginative lighting range has been created to inspire children’s play and magical family moments as well as provide comfort to kids through Disney characters they know and love. The range also includes lights featuring ‘light that comforts’, such as nightlights that emit a gentle glow, to products designed to help promote a regular sleep pattern for children by letting them know when it’s time to get up.

     

    The portfolio is designed for kids of ages three to seven years and it has been designed with safety in mind through each product’s construction and the materials used. Smart Philips LED means the lamps are robust, stay cool to the touch and are kind to little hands – with the added bonus that they do not have to be changed often due to their extremely long-life. Each light is also designed to ensure there are no small parts or sharp edges to worry about, and cables can be tidied away using Velcro cable binders.

  • Packaging is the ‘silent salesman’: Loe Limpens

    Packaging is the ‘silent salesman’: Loe Limpens

    MUMBAI: In the world where the ‘little black dress’ has created enough waves, Yellow Dress Retail (YDR) is trying to leave a mark.

     

    YDR is an agency specialised in retail design and communication, founded in 2009 by Loe Limpens, Marcel Gort and Esther Koetsier and is part of the Dutch brand consultancy Brand Dialogue which forayed into the Indian market in 2013.

     

    The name does raise eyebrows but the story behind the selection of the name is an interesting one. The first time the founders visited India, they met a lady with a very impressive ‘live’ story, she couldn’t speak but only communicate by sign language and she was dressed in a vibrant yellow dress. Both of them were so impressed that they decided that if they ever start an agency it will be called Yellow Dress.

     

    It recently made news for creating Flipkart’s latest DigiFlip Pro. The tablet is the first from the e-commerce portal’s private label stable and has been an instant hit especially for its innovative branding and packaging which has received great reviews.

     

    The dual-SIM tablet, DigiFlip Pro XT712, with 7 inch touchscreen, 5 MP primary camera, Android v4.2.2 OS and 1.3 GHz processor is available only on the e-commerce platform at an affordable rate of Rs 9,999. DigiFlip Pro comes backed with additional benefits, where buyers will get shopping benefits worth thousands by shopping from the Flipkart app on the tablet.

     

    The tablet is in response to the growing demand for quality devices at great prices. To add to its appeal, Yellow Dress Retail provided simple yet upmarket packaging for the product.

     

    The agency specializing in retail agency, which creates store design, in store communication, packaging design and interactive design, believes that packaging is ‘the silent salesman’ as it is the real point of contact with the customer. “With Flipkart’s DigiFlip Pro tablet, we at Yellow Dress Retail have engaged with this product for creation of logo, packaging design and boot animation,” says YDR partner and chief creative officer Loe Limpens.

     

    When asked if there is a need to have an agency specialised in retail design and communication, Limpens says, “The retail business has its own rules, speed, time to market, flexibility, specialism, etc. We felt there is room for an agency that specialises entirely on retail. And here we are.”

     

    Business is getting better for the agency which has successful examples to its credit. Developing overall concepts for the worldwide strategic brands of Metro Cash & Carry is one of them. However, it still feels that a lot of attention is needed.

     

    Understanding the Indian market wasn’t easy as well and it needed time, initially, to get to know the Indian market better and the challenge was to find the right people and to train them as retail designers.

     

    The retail design agency has been working for more than 20 years at leading retailers in Europe, which gives it a lot of insight in the day to day business of retailers, price levels, speed to market and focus in retail companies. “Our experience is a subtle mix of both International and Indian markets that helps us in relating with the issues from a local and global level,” highlights Limpens.

     

    Retail design and particularly private label is where the agency’s stronghold lies. He elaborates, “Private label development is our main focus currently, if you look at the share of private label in Europe which have around 50 per cent market share in 2025, the potential for the Indian market is enormous with a current share of 7 to 8 per cent.”

     

    In India, the consultancy started with just three people in its office in Chennai. It currently employs eight people in Chennai and also has an office in Mumbai through the Brand Dialogue association.

     

    Today, when the team meets its clients, most want the focus point to be on how to establish a good private brand assortment and how to secure the quality and production. In the near future, it thinks that sustainability will become immensely important for the industry.

     

    “We have had our share of good luck in India, so we can’t complain. It’s hard work but we are also on track with our objectives,” concludes Limpen.

  • PVR opens its 101st theatre in Hubli

    PVR opens its 101st theatre in Hubli

    NEW DELHI: PVR Cinemas has crossed the century mark with its 101st property in Hubli in Karnataka. With this, the company has reached a count of 444 screens in 43 cities in the country.

     

    Since PVR’s inception of its first theatre in Saket, New Delhi, the company has grown exponentially in the Indian market. In the first quarter of FY 2014-15, PVR opened 23 screens across Ludhiana, Mangalore, Hyderabad, Ahmadabad and Hubli.

     

    PVR chairman and MD Ajay Bijli said, “This is a great moment for us. PVR today has over 100 properties reaching 43 cities across the country. We began our journey in 1997 with a challenging idea, a highly passionate team and with a belief to provide nothing but the best to the Indian audience. Our endeavour has always been to provide our customers with the best movie watching experience and to bring to them a platform of world class cinema; and as we continue to do so it gives me immense fulfillment to reach this great landmark.”

     

    With the launch of its 100th and 101st property in Motera (Ahmadabad) and Hubli, PVR has achieved a landmark. The brand provides a platform for the new revolution in the Indian cinema exhibition by bringing diversity, not only in cinemas and F&B offerings but also in providing niche content.

     

    PVR joint MD Sanjeev Kumar Bijli said, “We are thrilled to cater to the new markets, by reaching our mark with over 100 properties. PVR was the first to provide a platform to the common man to not only enjoy a world class cinema experience but also provide them with a family entertainment destination. Today Indian audiences view movies as part of a bigger experience. With the 100 yardstick, we definitely would reinforce and add vigour to our commitment on various initiatives on the entertainment front.”

     

    The focus is to innovate for audiences, an impeccable space, product and service. From digital projections to sound systems, being the first to invest in the Dolby sound system in India, and stunning 3D facilities, PVR Cinemas aims to immerse you in the movies. 

     

  • Honda unleashes wave 2.0 of its business expansion

    Honda unleashes wave 2.0 of its business expansion

    MUMBAI: After a positive business result, Honda Motorcycle and Scooter India (HMSI) has decided to go all out with its marketing activities.

     

    It was in May, this year, when HMSI announced that it saw a 55 per cent growth in total sales at 3,55,726 units. The company’s total sales stood at 2,29,143 units in the corresponding month of the previous year. Motorcycle sales registered a rise of 76 per cent to 1, 60,295 units in May 2014 from 91,280 units in the same month a year ago, HMSI had said in a statement. 

     

    According to various media reports, it is also learnt that over the past two years, HMSI has narrowed the gap with its competitor, Bajaj Auto, which from the last five years has shifted its focus on motorcycle. In May, for instance, Bajaj Auto sales dropped 17 per cent to 176,277 units, against 212,129 units in May 2013. This is when the motorcycle sector posted growth of 12 per cent. Honda’s new launches in the economy segment have helped the brand take the leading step.

     

    The auto brand has now taken a step further to scale up its marketing initiatives. It has commenced its latest corporate campaign titled ‘Honda is Honda’ in two phases. In phase one, there was a splash of teaser activities across various social sites and blogs from 14-18 July. This was followed by the TV teaser which was on-air from 15-18 July.

     

    In the phase two, the brand will break 360 degree campaign blitzkrieg starting from 19 July across TV, print, radio, outdoor to even cinema. Engaging with his 10 million fans, Honda’s brand ambassador, Akshay Kumar, too is promoting the campaign through his social page.

     

    The corporate campaign aims to unambiguously demonstrate that firstly, Honda is the partner of choice for Indian two-wheeler customers in pursuit of their dreams. Secondly, to firmly embed Honda’s Wings as the metaphor/symbol of HMSI’s commitment to enable people to achieve the lift they seek.

     

    Honda Motorcycle and Scooter India vice president-sales and marketing YS Guleria said, “Honda is Honda’ is not just another campaign but an important one to announce the start of a new era as ‘Only Honda in Indian two-wheeler industry’; Honda has unleashed wave 2.0 of its business expansion. As its next move, Honda is strategically reinforcing its solo and empowered identity – the ‘wings’ as it makes inroads into rural environs. ‘Honda is Honda’ is our most ambitious 360 degree campaign and the first ever launched from the digital platform followed by other media.”

     

    Dentsu Marcom has executed the campaign. Dentsu Marcom NCD Titus Upputuru mentioned that HMSI’s first corporate campaign with ‘Hamein Jaldi Hain’ campaign showcased how the country was in a hurry and how Honda can help the countrymen and women in their hurriedness to their dream destinations.

     

    “In its second campaign, we wanted to establish clearly that this ride is not just a ride but a flight. It is interesting that when we ride a motorcycle or a scooter, we lift our feet off ground. When birds fly, they lift their feet off ground. The brand had this incredible symbol, which we hadn’t leveraged. So it all came together in ‘zameen se jab hum paanv uthate hain, pankh apne aap lag jaate hain’ brand Honda gives an experience no other brand can,” added Upputuru.

     

    According to Dentsu Marcom vice president account management Abhinav Kaushik, “This campaign is a salute to the million wing-riders who are soaring on the two-wheels of Honda. So no matter who you are, or what your dreams are, the wings of Honda will make sure you reach your desired destination.”

     

  • #TouchThePickle shouts out loud P&G’s Whisper

    #TouchThePickle shouts out loud P&G’s Whisper

    MUMBAI: Like the two sides of a coin, India too is divided into two mindsets. While a certain part is moving towards modernisation, there are still a few things that are holding us back to be culturally liberal.

    P&G Whisper’s new advertising campaign brings out the painful truth of our society.

    According to market experts, the Rs 2,100 crore sanitary napkin market in India is growing at the rate of 19 per cent year on year. Whisper is one of the dominating brands in the category that has worked smartly on its pricing strategy over the years.

    The brand, in the past, has taken up various corporate social responsibilities (CSR) as part of its marketing initiatives.

    It can be recalled that P&G’s ‘Parivartan’ program has been protecting millions of adolescent girls in India from getting trapped in traditional practices of using unhygienic cloth for sanitary protection by providing menstrual education.

    The program has been improving the lives of over two million girls annually across 15,000 schools in India. The objective of the program is to help adolescent girls embrace womanhood positively and enable them to adopt the right feminine hygiene practices to stay healthy and stay in school. ‘Parivartan’ ensures that adolescent girls do not miss school on account of periods and initiates a series of cascading effects leading to a more equal gender status in the state.

    P&G’s ‘Shiksha’ that was launched in 2005 was aimed at enabling consumers to contribute towards the cause of education of under-privileged children through simple brand choices. It is considered to be one of the most successful CSR campaigns initiated by a multinational corporation in India.

    Taking a step further and breaking the stereotypical communication thoughts, Whisper has rolled out a movement titled #TouchThePickle to try and put an end to period taboos that still haunt many Indian girls and women. The movement is initiated under the brand campaign called ‘Kadam Badhaye Ja’.

    Click here to watch the TVC

    The TVC already has got over 22,600 views in five days. The video which was shared on the brand’s You Go Girl page has received over 17, 908 likes and 494 shares.

    On the communication strategy by the brand, the Elephant Strategy+Design founder director and principal designer Ashwini Deshpande wished the TVC was done 25 years ago, but feels it is never too late.

    “A global brand with real alignment to Indian culture is a rare sight yet delightful,” adds Desphande.

    On the other hand Curry Nation co-founder Priti Nair has a different observation. “When I first heard about the movement I really thought that is a fantastic concept, very radical and memorable. I was genuinely happy and proud that a brand like Whisper has taken this stance. I thought we are finally getting rid of the stereotypical commercials from this category and someone is busting the conservative regressive cultural myths attached to a natural cycle of a woman and wished I could have done something similar. My perception changed after I saw the ad,” says Nair.  

    She believes that the brand diluted the huge idea to tick all the points of research work.  According to her, the brand should have taken on the regressive thoughts on menstrual cycle and break them first and then taken on more myths that exist in our society.

    “A brand like Whisper which worldwide is doing large mind set alteration would have succeeded doing that in India as well,” concludes Nair.