NOVEMBER 25-DECEMBER 01, 2015 Most Trusted Brands 2015 Chronicling a long, strange year when brands gained and lost trust at an unprecedented rate

eeping track of a Lux is scripting a dramatic comeback brand’s relation- [6] Surf Excel to the top or a painfully slow crawl Tata Dove Horlicks [7] ship with its cus- 1 [30] [25] up the trust ladder. (Read Maa & 375 Samsung 9 Salt tomers is tough. (Consumer Maggi – Status: It’s Complicated for Colgate [16] Dettol Lifebuoy Durables) 2014 Rank: [1] [3] Maaza One day it’s all 2 4 [15] 6 [17] 8 [4] 10 some indication.) roses, rainbows But it’s not all about calamitous K Samsung Pantene Glucon-D and happy endings; Britannia Pond’s [20] falls. If its good news you are look- [11] [22] Mobile Phones [57] the next it’s a tragic, vodka-fuelled 11 13 15 [17] 17 19 ing for, Colgate has retained its Russian novel. Just consider what Vim Fair & [29] Bournvita position as India’s Most Trusted Airtel [48] Dairy Milk happened to Maggi, arg uably one of [12] 12 14 [18] 16 Lovely 18 [50] 20 Brand for four years running. Tata the year’s biggest corporate stories. Salt has risen to No.2 from 16 last Ariel Head & The controversy over harmful lev- Pepsi [38] Sunsilk [34] year, and the reasons for its climb [33] Vodafone els of lead and MSG in Maggi taste- Shoulders are chron- 21 Closeup23 [28] 25 27 [32] 29 makers got its 2-minutes of fame Coca-Cola [21] THE MUCH icled in the Good knight Big Bazaar Pepsodent [24] when it consumed our nation. Just [26] 22 24 [42] 26 [52] 28 30 TALKED issue. (Read last year, Maggi was celebrating its AND WRIT- Salt Of The standing in the hearts and minds of Parle [14] Earth.) If Rin [13] Tide [23] TEN ABOUT Indian consumers. 31 33 35 37 39LIC you are The beloved brand that brings up [69] E-COMMERCE looking for Thums Up SBI [39] Clinic All Out all types of childhood, hostel and [37] 32 Frooti Bata [9] BRANDS ARE bigger leaps 36[8] [47] [10] 34 Plus 38 40 travel memo- CONSPICU- consider ries, broke into IF ONE’S Amul personal Complan [31] Sprite Sony Titan [60] OUS BY THEIR LOOKING [44] (Consumer the Top 5 Most 41 43 45 [36] 47 care brand Durables) 49 ABSENCE IN Trusted Brands FOR AN Dove and BSNL [66] for the first time Idea [174] Slice [40] THE TOP 100. telco Idea. INDIAN Rasna [49] 42 44 [46] 46 [71] 48 50 in 2014, albeit BRAND’S SURPRISED? Dove’s strat- [35] placed at the [55] Moov Godrej No 1 egy to keep RELA- Mirinda [77] Kurkure Pears [78] lower end. In the TIONSHIP 51 53 55 57 [19] 59 it real has worked and consumers’ 2015 edition of Johnson & faith in the brand has propelled it Brand Equity’s STATUS, Fanta Vaseline LG (Consumer from No.30 last year to No.4. Idea, [62] 52 Johnson [75] 54 [70] 56 7UP [54] 58 Durables) [53] 60 Most Trusted LOOK NO on the other hand, has travelled a Brands survey, massive 131 spots to inch closer to FURTHER Eno [113] Tata Tea [51] Zandu however, Maggi Cinthol its rivals Vodafone and Airtel, the THAN 61 63 65 Balm 67 69 [68] has plummeted Godrej [58] latter sitting pretty at 11. to 95. This poll MOST Vicks Sunfeast [59] Santoor [81] Lay’s[56] Depending on your point of view, [41] 64 Hair Dye 66 Fevicol68[45] 62 [122] 70 finding proves TRUSTED it’s either surprising (or hardly that if one’s BRANDS [73] so) that the much talked and writ- Garnier Aashirvaad [43] Iodex [87] [79] Taj Mahal Parachute looking for an 71 73 75 77 Tea 79 ten about ecommerce brands are Indian brand’s relationship status, Philips [108] conspicuously absent in the Top 100 forget Facebook, look no further Hero (two Dabur Usha [116] (Consumer Harpic [76] Most Trusted Brands list. A find- [103] 76 wheelers) 72 [85] 74 Durables) 78 80 than BE’s Most Trusted Brands. [124]Hair Oil ing that reinforces what we had Of course, turns out meri Maggi Tata long suspected; consumer loy- is safe. And now its Swiss mother, Boroplus Hamam alty and trust, takes more [102] Docomo 81 Whirlpool [83] 87 [143] 89 Nestle is going out of its way to win 83 85 [100] than big sales and bigger Cadbury (Consumer Godrej [115] Vicco back consumers’ trust, especially Ujala [99] Durables) [93] ad budgets. Choclairs [NA] Appliances Turmeric88 Perk [92] 90 82 84 [112] 86 that of Indian mothers, who put Maruti Stay tuned for our next is- their faith in Maggi every time sue for more stories analys- Videocon Dabur [NA] [107] Nestle Milk Bingo they served up a bowl at snack (Consumer Vivel Nescafe [95] [111] (Toothpaste) ing why India’s Most Trusted 91Durables) 95 Chocolate [72]97[146] time. Only time, or the next 93 99 Brands got to where they are [110] edition of Most Trusted Maggi LG Mobile Himalaya and how they intend to stay Wheel [67] Phones [106] 92 94 [5] 96 98 Brands, will tell if Maggi 100 the course. IMAGING: SHUBHRA Inside Most Trusted Brands Pg2 Pg4 Pg5 Pg6-7 Salt of the Maggi’s back Trust in a Time Where Do Earth But will its core of Mistrust They Stand audience return? Tata Salt Scores Big By Ogilvy’s Madhukar Sabnavis Trust By Category Methodology 2015 Trust by Trust by Gainers & Size of the Gender Zone Losers Wallet ost Trusted Brands iden- „ Housewife (HW) – Any married know it quite well tifies brands that have female and unemployed, age 15-60 Stage 2: The respondent evaluated Mthat most special ingre- years all brands that have been rated by dient: the consumer’s „ Youth –15-25 years and not CWE/ him/her, 3 or 4 on the familiarity trust. HW scale stated above. Those who rated Conducted by Nielsen, Most „ Older - 26-60 years and not CWE/ a brand 1 or 2 on familiarity scale Trusted Brands remains among HW. were not asked to evaluate the brand the largest researches of its kind The survey was restricted to NCCS (their individual brand trust score is in India, with a design sample of (New Consumer Classification considered to be 0) 7,200 - distributed across socio- System) AB with a view to focusing „ Overall rating : The evaluation economic classifications, age, on the prime target audience for was done at an overall level for each income and geography. most branded products and services. brand by indicating his/her rating This year, at the first stage, sales on a 10 point scale where 1 stands and media visibility data was anal- BRANDS & ATTRIBUTES for “Extremely poor” and the 10 for ysed to arrive at a list of brands for All brands were divided into 12 “Perfect in every way” further discussion and shortlisting different panels; each panel was „ Respondents were then asked to re- for the MTB 2015 consumer survey. exposed to a matched set of respon- spond to a battery of four statements After considerable brainstorming dents in terms of demographic vari- that define brand trust on a ‘1’ to ‘10’ between Brand Equity and the re- ables of NCCS, age group, gender scale where ‘1’ would mean that the search team at Nielsen, a few brands and respondent category. Each re- statement ‘doesn’t apply to the brand from the list were dropped and new spondent evaluated 31 or 32 brands at all’ and ‘10’ would mean that the ones were added. 56 new brands - each brand was evaluated by 600 statement is ‘completely applicable were added to the list this year - re- respondents. to the brand’. placing brands scoring very low in The list of statements used to evalu- Stage 3: The final brand rating is ar- previous year’s ranking. Categories ate the most trusted brands and the rived at through the following steps:- such as mineral water made way attributes they represented. „ Step 1: C a l c u l a t e a for more contemporary ones like brand trust score for each re- e-commerce and services. In total, Statements Attributes rep- spondent = [(0.5*Overall)+ 373 brands were considered for the (0.5*(Attr1+Attr2…+Attr4)/4)] resented by the consumer survey this year. „ Step 2: Multiply the brand statements score by the familiarity score / ATTR1: Always maintains a RESPONDENT PROFILE weight. This were either 3 or 4 high level of qual- „ Chief Wage Earner (CWE) – The as those rating the brand 1 or 2 ity Quality person who makes the highest on familiarity are directly con- ATTR2: It is worth the price contribution towards household sidered to have a brand trust it commands Value upkeep. score of 0 for Money „ Step 3: The total of all the ATTR3: I would always brand scores (across re- recommend this spondents) is calculat- COVERAGE brand to my fam- The study was carried out in the ily and friends ed and then divided by following 12 cities across India. Recommendation the total number of re- ATTR4: This brand meets spondents (including Zone Pop starta City my needs. those who give brand classification Understanding scores of 0) i.e. the aver- North Top 4 Metro Delhi consumer need age is taken on the overall 10L-40L base of respondents who 5L-10L Chandigarh were asked about that brand, i.e. coded 1/2/3/4 East Top 4 Metro Kolkata BRAND EVALUATION: in familiarity scale. to get 10L-40L Patna Stage 1: Each respondent was the overall brand score 5L-10L Bhubaneswar asked to indicate the familiar- Thus, the final score for each West Top 4 Metro ity for each brand on a four-point brand is on a base of all respondents, 40L+ scale. The scale range would be: 1 irrespective of their level of famil- 10L-40L Indore - I have not heard of this brand; 2 - I iarity. have heard of this brand, but know This final rating for all the brands South Top 4 Metro Chennai nothing about it; 3 - I have heard of is directly compared and sorted in 40L+ Bangalore this brand and know a little about descending order to determine the THINKSTOCK 10L-40L Vijayawada it; 4 - I have heard of this brand and Most Trusted Brands. ECONOMIC TIMES THE NOVEMBER 25-DECEMBER 01, 2015 2

Bunty Salt of The Earth Aur It’s moved up the ranks to be second only to the seemingly unassailable Colgate. Here’s what Tata BE Most Trusted Brands By Amit Bapna Babli Salt did right to get to No 2, in the Ranking 2015 Men, women and the It was not too long ago that the has been enhanced in lockstep across different brands they eponymous ‘desh ka namak’, segments by deploying smaller SKUs (1/2 Tata Salt, was in the midst of a kg and 100g) to drive distribution reach choose to trust controversy: when two radio in lower pop strata towns, as they offer an spots were termed scams at affordable entry option for new users who the Goafest Abby 2013. What current go in for local or regional brands. Male Female was surprising is the agency’s In a country like India, which is more perfidy was outed by none other than the like a continent, it is essential to treat 1 Dettol 1 Colgate Iclient Tata Salt showing the advertising key states/regions as 2 Dove 2 Fair & Lovely industry that it took its rather lofty tag- distinct markets, with line very seriously indeed. 2015 initiatives tailored to 3 Lifebuoy 3 Tata Salt We assume the same degree of attention their unique charac- to its consumers has led it to win a trophy RANK teristics, shares Arora. 4 Samsung 4 Airtel more prized than anything any ad award Accordingly, in some of (Consumer Durables) 5 Vim body can hand out — runnerup in the BE its significant markets 5 Horlicks Most Trusted Brands Survey, following 2 in the South, the efforts 6 Lux a startling rise to 2 from 16 in 2014 and 28 2014 have been around boost- 6 Samsung Mobile Phones in 2013. RANK16 ing the equity of Tata 7 Dove Helping it along is first mover advan- Salt by creating com- 7 Tata Salt tage: it pioneered branded salt in India munication packages 8 Clinic Plus when it was launched in 1983 and today with relevant messaging, packaged in a 8 Surf Excel 9 Dettol occupies more than half of the market. regional flavour and appeal. Alongside 9 Colgate As per Richa Arora, chief operating of- the team working on the ground, to facili- 10 Pantene ficer, consumer products business, Tata tate increased distribution and coverage. 10 Maaza Chemicals, “We have created a singular For instance in Andhra Pradesh, locally 11 Maaza brand identity across all products in popular celebrity chef ‘Sanjay Thumma’ 11 Britannia the Tata salt portfolio viz Tata salt, Tata was chosen as the ‘expert’ to help commu- 12 Bournvita Salt Lite and Tata Salt Plus (double for- nicate the brand’s superiority in terms of 12 Cadbury Dairy Milk 13 Horlicks tified salt); so irrespective of which salt consistency of saltiness. 13 Lux the consumer chooses to buy, there In a world where brands mostly resort 14 Lifebuoy is a reinforcement of a consistent to either or cricket, Tata 14 Big Bazaar brand identity.” Very few brands in Salt broke the mould and opted for the 15 Pond’s India, across categories, can lay claim lady boxer from Manipur Mary Kom 15 Glucon-D to be ‘desh ka.’ And the ubiquitous salt to represent it’s ‘desh ka namak’ posi- 16 Sunsilk brand can stake claim to that unique tioning, something that has helped it 16 Pond’s aspiration. remain top of mind in a category that 17 Surf Excel 17 Closeup The brand to its credit has not been is not particularly high involvement. 18 Coca-Cola sitting easy on the laurels of owning a As per Satbir Singh, chief creative 18 Pepsi humongous marketshare and has been officer, FCB Ulka (the agency behind 19 Samsung actively pursuing growth through a the campaign) there were two reasons 19 Airtel (Consumer Durables) variety of initiatives. For instance it has for the high connect and recall, “The upped the on-ground visibility of the Indian idiom of ‘desh ka namak khaya 20 Titan 20 Ariel brand at the last mile of truth – the retail hai’ captured the dominant senti- store. From being kept at the back of the ment of doing something for the nation.” 21 All Out 21 Amul Added to that was a much loved female 22 Frooti 22 Britannia We have created a singular brand shop, in the store room, to being visible star from a sport not generally known on shelves it has rolled out structured for women and from a largely underrep- 23 Fevicol 23 Parle identity across all products in the visibility programmes in select 10 lakh resented part (in advertising, for sure) Tata Salt portfolio plus population strata towns. The focus is of our country, helping it cut through 24 Bournvita 24 Pepsi on the nuts and bolts like merchandising clutter superbly, he says. The journey to Richa Arora, norms, standardized POPs, display win- the top of the trust-mountain for the salt 25 BSNL 25 Glucon-D COO – Consumer Product Business, dows at key outlets, etc all of which have brand has been a rather sweet one. Tata Chemicals helped it remain at the top. Availability [email protected] Roti, Kapda Aur Dukaan Trust is not merely about gender. It’s also about age and vocation CHIEF WAGE HOUSEWIFE 15-25 YEARS 26-60 YEARS EARNER (CWE) (HW) EXCLUDING CWE/HW EXCLUDING CWE/HW

1 Dettol 1 Fair & Lovely 1 Dove 1 Colgate 2 Dove 2 Tata Salt 2 Cadbury Dairy Milk 2 Horlicks 3 Lifebuoy 3 Clinic Plus 3 Dettol 3 Vim 4 Colgate 4 Dove 4 Colgate 4 Lux 5 Samsung (Consumer Durables) 5 Glucon-D 5 Tata Salt 5 Bournvita 6 Horlicks 6 Colgate 6 Maaza 6 Pepsi 7 Airtel 7 Samsung (Consumer Durables) 7 Lifebuoy 7 Tata Salt 8 Surf Excel 8 Dettol 8 Lux 8 Surf Excel 9 Big Bazaar 9 Vaseline 9 Samsung (Consumer Durables) 9 Glucon-D 10 Maaza 10 Surf Excel 10 Samsung Mobile Phones 10 Airtel 11 Samsung Mobile Phones 11 Sunsilk 11 Coca-Cola 11 Britannia 12 Lux 12 Pepsodent 12 Pantene 12 Lifebuoy 13 Britannia 13 Closeup 13 Pond’s 13 Ariel 14 Vodafone 14 Maaza 14 Airtel 14 State Bank Of India 15 Coca-Cola 15 Vim 15 Thums Up 15 Pond’s 16 Parle 16 Pantene 16 Horlicks 16 Good knight 17 Pond’s 17 Britannia 17 Closeup 17 Dettol 18 State Bank Of India 18 Lifebuoy 18 Vodafone 18 Pantene 19 Pantene 19 Amul 19 Bournvita 19 BSNL 20 Head & Shoulders 20 Pond’s 20 Frooti 20 Sunsilk 21 Vim 21 Horlicks 21 Glucon-D 21 Samsung Mobile Phones 22 Bournvita 22 Airtel 22 Big Bazaar 22 Rin 23 Tata Salt 23 Complan 23 Britannia 23 Limca 24 Ariel 24 Godrej Hair Dye 24 Fair & Lovely 24 Maaza 25 All Out 25 Tide 25 Good knight 25 Vodafone 26 Cadbury Dairy Milk 26 Cadbury Dairy Milk 26 Pepsi 26 Dove 27 Good knight 27 Pepsi 27 Surf Excel 27 Closeup 28 Rin 28 Head & Shoulders 28 Clinic Plus 28 Samsung (Consumer Durables) 29 Maruti 29 Idea 29 All Out 29 LIC (Life Insurance Corporation ) 30 Moov 30 Frooti 30 Kurkure 30 Head & Shoulders ECONOMIC TIMES THE NOVEMBER 25-DECEMBER 01, 2015 4

Post the controversial exit, instant noodle brand Maggi has identified winning back the mother’s trust as the Maa & Maggi key to its chances of survival and succeeding in India. Are moms listening? Amit Bapna & Delshad Irani find out 2015 RANK Status: It’s Complicated 95 t’s a grand fall by any stan- point out that the brand is pretty sure dard. In the wake of the recent and clear that it has to work hard on controversy surrounding convincing the mother, who would re- 2014 lead content and MSG levels ally be the gate-keeper to a successful RANK in Maggi, the country’s most re-entry. Which itself may be a task popular noodle brand has since in the wake of the controversy, plummeted to an unbeliev- most mothers, are not too sure about 5 able 95th rank in this year’s BE Most how good or bad the noodle is for her ITrusted Brand Survey. This for a cate- children. (Read ‘What Maa Wants’). gory-creator like Maggi, from the Swiss Feels Dheeraj Sinha, chief strategy of- headquartered Nestle, ficer, South & South East Asia, that has been amongst Grey, “The mother would the top ranking brands CONSUMER certainly be looking out for for the past many years TRUST CAN- the cues of reassurance.” (it ranked at number The doubts are at best small 5 in 2014) is quite a NOT BE and niggling and if they are shocker. It also mirrors TAKEN FOR addressed upfront, we are a the fact that consumer GRANTED forgiving nation, he adds. The trust cannot be taken brand is in a bit of a catch-22 for granted however big HOWEVER situation. Talking directly the brand may be, and BIG THE to the kids is something that however well planned BRAND the brand can ill-afford ow- its comeback strategy. ing to the global charter that The Indian regulatory MAYBE the parent brand Nestle has authorities, for now, signed to stop advertising and have given a go-ahead to the brand promotional activities targeted at chil- and it has been in a huddle working dren below 12 years. It’s a predicament on a gameplan to reclaim consumer that the noodle brand has to resolve trust with messages across TV, print even as it gets ready to re-establish it- and digital media. Sources close to the self in its biggest market. company, on condition of anonymity, [email protected]

What Maa Wants? We spoke to a few mothers who are still figuring out whether or not to trust Maggi again

Ruchita Dar Shah [39] Payal Shah Karwa [36] Pallavi Malik [34] founder - First Moms Club content director, The Word Jockey AVP, Citibank (online community for Indian moms) Content Studio or Pallavi, Maggi was her n ex-advertising professional, Dar s a mother, Payal is not first love in high school and Shah is a mother of two precocious yet convinced about giv- Fcollege, and she recalls hav- Akids, Vivaan (10) and Jai (6). She Aing Maggi to her twin ing had Maggi in whatever form confesses to never being a big fan of Maggi daughters, Pink and Pari, and the one could have (including raw Noodles or being sentimental about it comeback communication so far Maggi sprinkled with tastemaker) and for better or worse her children also has not done much to convince her and at all possible time zones. didn’t quite take a liking to it so no real either. She feels either they are But after her son was born (she is Dr Ashima Acharya [45] impact made on her life with or without being too wary or too smart about it. “If Maggi convinces me through mother to 8 year old Arjun), she surgeon Maggi. “To be honest the only good thing an official announcement or an ad (like Cadbury did during the worm Bulbul Satsangi [36] recalls becoming cognisant of the that came out from the whole Maggi con- controversy) that it is absolutely safe for my kids as well, I would have blogger fact that the noodle brand is not umma! I’m hungry!” calls in troversy was that it made me really think no issue letting them have it once in a week or so”, she says. The digital high on nutrition. “Maggi still the Acharya household were campaign talking to mums, while not a great creative solution did fit other to a 3 year old boy, ‘‘M usually quietened with 2-min- well strategically given the situation. They could have been more real Satsangi recalls being in- ute Maggi noodles, which take a minimum though: real mums with real worries and stories, she feels. “It was a Mtroduced to Maggi at the of 10 minutes to make, really. Dr Ashima serious issue and I found the videos too dramatically scripted.” Even young age of 12. She recalls mak- Acharya, her daughter, Nikki (15) and son, though it is an age-old trusted brand which we have grown up with, as ing noodles for her then boyfriend Aloba (12) would eat Maggi about twice or a mother she has refrained from consuming it especially since she has (and now husband) on a single thrice in a week, at least. Acharya has been kids in the house. “They too like Maggi, so if we are seen consuming it, burner stove in a broken alumi- a Maggi consumer since her medical college it wouldn’t be a very happy moment.” num pan. “We would dry roast days when Nestle had more adventurous Maggi in butter and then add just tastes like sweet ‘n’ sour and lasagna fla- half the water as recommended vours. She says her family has never been Kshama Rao [42] and the taste of that Maggi shared “hooked” on Maggi, but it has always been a senior producer, Hotstar still lingers.” Since I was a teen go-to snacking option. And during Maggi’s then, eating Maggi brings back hiatus this year, the Acharya family would f Kshama Rao’s teenage son Sarthak had those memories of romance, reck- topped my grocery list and one often, during their travels, pick up Maggi his way he’d eat Maggi “all the time.” less passion and enthusiasm and could always find at least one pack- packets whenever they found some still on IBut he never did. Because the mother- optimism of conquering the world, et in my kitchen any time of the shelves in smaller cities. Says Acharya about son duo would restrict their instant noodles she adds. She kept her son away day although its consumption was Maggi’s unsafe status and the presence of consumption to twice a week. Occasionally from it till he was about 2, more limited to rewards for doing some- harmful levels of lead, “I didn’t hear about Rao’s mother-in-law would eat a bowl of because he was prone to an al- thing good, evening snacks and this till much later, when my friends and col- Maggi, too. Once Rao’s son was old enough lergy with all processed foods and meal options during vacations.” leagues were sharing funny forwards. But to operate heavy machinery and a stove the day he was declared all clear, The controversy to her was a relief even then I didn’t bother about these accusa- top, he didn’t need his mum’s permission Maggi was cooked to celebrate, she in a way since it was a wake-up tions. All big companies run into some major of all the other packaged food items that to whip up a 2-minute batch of the squiggly shares. The controversy has made call of sorts. “It made me think if controversy,” she says, putting the whole we bought regularly.” Post which, she has stuff whenever he was hungry. It was now her rethink the way she shops for a staple food like Maggi could be episode down to the possibility of corporate started looking for healthier alternatives. Rao’s turn to request for a spoonful or two, processed or semi processed foods, contaminated so could other food sabotage. “If Maggi was poisonous surely If it was about Maggi, for starters, “I’d and employing “emotional blackmail” as and for a long time she avoided all items that we buy constantly.” All someone would have checked or said some- like to see clear evidence on every pack a battle tactic was not beneath her. All that canned foods and anything with of a sudden she was forced to think thing during the decades it’s been around.” reassuring me that it’s safe to consume.” changed, of course, when Maggi was accused of being “unsafe”. Soon it preservative and colour. “I even of other healthier alternatives The fact is Maggi to Acharya was never about For mothers, while the controversy being was conspicuously absent from the section that houses instant noodles bought a noodle maker lest Maggi and chuck out the junk from her nutrition and health. It was always conve- resolved may remove doubts from their at supermarkets, shattering the one solace for some of us who are in per- takes a long time to come back.” kitchen. Her family would still love nience, taste and satisfying sudden hunger minds, positioning Maggi as the best for petual and deep lethargy. But, now Maggi is back and Rao’s son, for one, To make me a Maggi consumer, all to eat their favorite noodles but it’s pangs and cravings. So how does she react to their children is stretching it a bit too far, is happy. Mother, on the hand, is somewhere between indifferent and they have to do is try to find a way a slightly long road for us, she says. Maggi’s comeback campaign in which moth- she feels. “Moms always looked at it as a cautious. “I don’t trust them,” she tells us. That’s despite ads assuring to not get it categorised as junk With growing awareness towards ers express their anxiety about having failed convenient treat for their children and her and other Indian mothers that Maggi has been tested and was found food, she adds. And she does not health, many parents think twice/ as mothers when they fed their offspring not as a superior snack.” If they wanted to be absolutely safe for human consumption. “I used to enjoy eating want to know about MSG levels, thrice before buying anything bowls full of masala lead? “I haven’t seen the to speak to moms, the advertising profes- Maggi. I personally feel let down,” she says. Her son’s devotion, however, whether they be permissible or that’s faced any controversy. “I commercials. But I didn’t believe the charges sional in her thinks they would have been is unwavering. “I know I can’t stop him from eating Maggi. He’ll just buy non-permissible. “I want it out. If personally would like to buy some to begin with.” And as for doubting parent- better off showing the kids rejoicing and it himself. But I certainly will not encourage it and I will try to talk him it’s harmful, how does having it more time and make sure it’s abso- ing skills, she says, “We did what we did.” So, the mom agreeing to go with it and giving out of eating Maggi.” And, while their methods might vary, we all know within permissible limits makes it lutely safe for my kid before I add it keep calm and eat Maggi. them Maggi. mothers are masters of the art of persuasion. justified?” she asks. to my grocery list.”

Zoning It Out At Your Service Here are the goods and services that managed Change of geographies alters the way consumers place trust in the to bag the consumer’s elusive seal of approval brands. A zone-wise peep into rankings across India PRODUCT SERVICE EAST WEST NORTH SOUTH BRANDS BRANDS 1 Colgate 1 Cadbury Dairy Milk 1 Tata Salt 1 Dove 1 Colgate 1 Airtel 2 Horlicks 2 Idea 2 Dettol 2 Colgate 2 Tata Salt 2 Vodafone

3 Lifebuoy 3 Parle 3 Fair & Lovely 3 Samsung (Consumer Durables) 3 Dettol 3 Big Bazaar 4 Tata Salt 4 Godrej No 1 4 Lux 4 Horlicks 4 Dove 4 SBI 5 Dettol 5 Colgate 5 Samsung Mobile Phones 5 Rin 5 Lifebuoy 5 LIC 6 State Bank Of India 6 Pantene 6 Colgate 6 Pantene 6 Horlicks 6 Idea 7 Surf Excel 7 Samsung Mobile Phones 7 Haldiram’s 7 Tata Salt 7 Samsung (Consumer Durables) 7 BSNL 8 LIC 8 Coca-Cola 8 Tata Tea 8 Dettol 8 Lux 8 Tata Docomo 9 Dove 9 Dove 9 Maaza 9 Complan 9 Maaza 9 Aircel 10 Pond’s 10 Lifebuoy 10 Dove 10 Pond’s 10 Surf Excel 10 I C I C I Bank ECONOMIC TIMES THE NOVEMBER 25-DECEMBER 01, 2015 5 Trust in a time of mistrust Ogilvy’s Madhukar Sabnavis on what brands can do in an age where even the rumour of scandal can cause lasting damage

roducts are getting Often they are challenged by counter- point — from production to product or a brand overhaul has to be thought commoditised. So points from competitors. One doesn’t performance to promotional mes- through. Finally, there needs to be brands are moving know whether they are seen as actu- sages. Any shortfall, will be a breach constant dialogue between brand and to the next level of ally credible or have become blind of trust. consumer to ensure the above two hap- communication: from spots in the minds of the receivers. Clearly, brands live in a tougher pen: upgradation and quick reaction. ‘proposition’ to ‘pur- This adds to the information overload world. A world of account- Transparency and hon- pose’; from ‘fulfilling’ and noise a consumer is exposed to. ability and fragility. And as MADHUKAR esty is the name of human desires to ‘inspiring’ consum- Three environmental factors are creators, we need to work SABNAVIS the game. Pers to live fuller and better lives. Yet, affecting consumer trust in brands. harder to earn the trust and Corporates need to the basic reason for brand’s existence First, the democratisation of informa- affinity of our consumers. guard against short term is coming under question — trust. tion. Consumers are getting to know For this, we need to recog- thinking that can affect Ignorance is bliss. Knowledge is more and more about products and the nise that there are other long term trust. A short power. But knowledge can also create way they are made including details stakeholders in the process cut today could harm doubts and fears of which the ignorant of inputs that go into their making. besides the marketer and brand trust few quarters would be unaware. Doctors have to an- Sometimes, it could be half knowledge consumer. The regulators later. And we know from swer many more questions today than but one can’t blame consumers for and the social influencers everyday relationships, in the past, as patients come armed that. It is the brand’s responsibil- are part of the brand build- trust once broken is hard with Googled knowledge on symptoms ity to correct such information. An ing process. Winning them Corporates to regain. or their medical reports. Doctors are unhealthy ingredient to make a food over and keeping them won need to guard We can blame consum- also no longer the only credible source product look and taste better is unac- is as important as reaching against short ers for making judge- of information on illnesses. There ceptable to a health conscious mother. the end consumers. term thinking ments based on half are more scientific researches pub- And in a choice filled world, she can ANIRBAN BORA To keep the trust going, knowledge floating lished than ever before. Though some opt for something else easily. Brands brands need to consciously that can around. It doesn’t solve could be of questionable protocol, the can’t take refuge in claims like “street nurture the relationship. affect long our problems. Brands results in the public domain creates food being twice as unhealthy.” workers will be seen as exploitative. subjected to higher scrutiny than ever Three things could be term trust have the responsibility confusion and doubts in the minds of Second, consumers are getting more Third, with the growth of traditional before. The fact that they are better done. First, a need to keep to stay true to what they readers. Marketing and advertising socially conscious. Hence, they are and social media, news and views are and safer than the commodity stuff, in the product and its process have promised and do so hasn’t helped its cause either by send- subjecting brands to higher standards spreading faster than ever before. many categories, is not good enough. constantly upgraded in keeping with in a socially conscious way. So, while ing out so many ‘fact based’ messages of social behaviour. A super market And consumers now have a platform Neither is being “legally right” an the changing social environment. it is exciting for brands to send inspi- of stronger, faster, better, tastier and giving everyday low prices on the back to voice their opinions. And we know adequate answer. Brands have cre- Upping safety standards of food and rational messages, they need to simul- healthier. Many come with asterisks. of sub normal wages to immigrant ‘bad’ news has the propensity to ated halos around themselves. They cars, for example, has to be an ongoing taneously guard the trust earned, else spread faster than ‘good’. An automo- now need to be more accountable for process. As said already, being legally the emotions will sound hollow. bile with ‘defective air bags’ in just everything they say and do. After right is not good enough. Second, no BRANDS HAVE CREATED HALOS AROUND THEM- a few cars in a batch isn’t insulated. all, a brand is a public promise and a problem is localised or too small to Madhukar Sabnavis is SELVES. THEY NOW NEED TO BE MORE ACCOUNT- Social media ensures it spreads reassurance of quality on the back of ignore. Marketers need to assess Vice Chairman- Ogilvy and Mather like wild fire. which it charges a premium. So, this early and action needs to be taken India. Views expressed ABLE FOR EVERYTHING THEY SAY AND DO All this means brands are being quality needs to be delivered at every fast. Whether it is just a local action are personal.

Biggest Gainers Biggest Declines in the in the Top 100 Top 100 Brands of 2015 Brands of 2015 2015 2014 Rank Rank Brands 2015 2014 Rank Rank Brands 58 19 Kurkure 80 43 Parachute 43 174 Idea 36 8 Clinic Plus 65 122 Godrej Hair Dye 37 9 Bata 88 143 Vicco Turmeric 93 67 Wheel 62 113 Eno 96 72 Nestle Milk Chocolate 73 124 Dabur Hair Oil 33 10 Frooti 97 146 LG Mobile Phones 68 45 Fevicol 75 116 Usha 34 13 Rin 18 57 Pantene 61 41 Vicks 13 48 Vim

71 103 Hero (two wheelers)

To Be Or Knot To Be Unmarried consumers tend to be more hedonistic Married Unmarried

1 Colgate 1 Dove 2 Tata Salt 2 Dettol 3 Dettol 3 Maaza 4 Lux 4 Colgate

5 Dove 5 Samsung Mobile Phones 6 Airtel 6 Cadbury Dairy Milk

7 Horlicks 7 Samsung (Consumer Durables) 8 Lifebuoy 8 Lifebuoy 9 Vim 9 Tata Salt 10 Fair & Lovely 10 Horlicks The New Consumer Move over SEC. Presenting the first round of MTB with NCCS

NCCS A NCCS B 1 Colgate 1 Dove 2 Tata Salt 2 Lifebuoy 3 Dettol 3 Dettol 4 Dove 4 Horlicks

5 Samsung (Consumer Durables) 5 Samsung Mobile Phones 6 Britannia 6 Tata Salt 7 Lux 7 Good knight 8 Cadbury Dairy Milk 8 Maaza 9 Horlicks 9 Glucon-D 10 Lifebuoy 10 Surf Excel ECONOMIC TIMES THE NOVEMBER 25-DECEMBER 01, 2015 6 Where Do They Stand? TRUST BY CATEGORY: HOW BRANDS STACK UP IN THEIR RESPECTIVE TERRITORIES

Airlines Consumer Durables Paints Edible Oils (Refi ned) 1 Air India 1 Asian Paints 1 Saffola 1 Samsung While it heads The Samsung Group is the leaderboard 2 Jet Airways rumored to be responsible 2 Nerolac Paints 2 Fortune on oil, it’s also a Recently discovered pho- 2 Sony poster child tos from Air India’s bygone for roughly 20% of South 3 Indigo Airlines Korea’s GDP. 3 Berger Paints 3 Sundrop for life Flying Palace era in the 3 LG beyond oil, 1970s show an actual bar in having 4 Spicejet the top deck and walls deco- Another Korean warhorse 4 Dulux Paints 4 Ruchi Gold extended to rated with images from Indi- 4 Usha where LG stands for Lucky oats and muesli. 5 GoAir an mythology and history. Goldstar that eventually In 1954, RK Laxman created one of India’s 5 Gemini A far cry from the rather 5 Philips became synonymous with most iconic brand mascots. But the company functional planes of today. the tagline ‘Life Is Good’. still needed a name for him. In an early crowdsourced campaign, they ran a ‘Give Me 6 Whirlpool A Name’ contest, with `500 as the prize. Apparel They received 47,000 entries. The winning 7 Godrej Appliances entry was the name “Gattu”. Footwear Raymond began life in 1925 as a 1 Raymond woolen blankets manufacturer. In 8 Videocon 1 Bata King Khan’s 1992, Nexus Equity created ‘The OTC long dalliance 2 Lee Complete Man’, not in the Franken- with endorse- stein sense, of course. 9 Onida 2 Reebok ments began with 1 Glucon-D Liberty shoes. The 3 Siyaram’s 10 Panasonic Emami’s reacted to 3 Action Shoes ad focused on 2 Moov inadvertently being co- SRK’s feet and 4 Peter England opted into pop-culture didn’t have a sin- 11 Bajaj Appliances by suing the producers 4 Adidas gle shot of his face 5 Levi’s 3 Vicks of for the song 12 Kelvinator Munni Badnaam Hui 5 Liberty Shoes 4 Eno which included the line 6 Killer 13 Orient Fans Main Zandu balm hui… 6 Woodland 5 Zandu Balm The story had a typical 7 Pepe Jeans The trio of Bollywood Bollywood happily ever 14 Sansui baddies - Prem Chopra, after conclusion though, 7 Nike 8 Allen Solly Ranjeet and Shakti Kapoor 6 Iodex with Zandu settling out 15 Voltas appeared in a commercial of court and recording a 8 Puma for Havells together. 7 Crocin 35% growth in the quar- 9 Van Heusen 16 Havells ter following the film. 8 Nycil 10 Arrow 17 Hitachi 9 Hajmola Hair Oils 18 Blue Star 1 10 Amrutanjan Balm Dabur Hair Oil Auto Four wheelers 19 TTK Prestige 2 Parachute 11 Disprin If Zandu Balm shied away The car with the highest mar- 20 IFB from raunch, Amrutanjan 1 Maruti ket share had a rather choked embraced it wholeheartedly 3 Himani Navratna start. Way back in the late 70s, 12 Saridon with its relaunch campaign that 2 Tata Motors in its earliest form, it was tout- featured risqué situations right 4 Hair & Care ed to be the unfulfilled brain- and services 13 D’cold out of seedy books sold outside wave of Sanjay Gandhi. It was Ecommerce railway stations and the seami- er parts of the internet. 5 Bajaj Almond Drop 3 Honda partially owned by the govern- 14 ment as recently as 2007. Band-Aid 1 Flipkart Tiger Global was the 6 Nihar 4 Hyundai second VC fund to 15 Boroline The country’s largest 2 Quikr have invested in Flip- 5 Mahindra automobile company, is kart after Accel India. 7 Keo Karpin a laggard in the passen- Apparently, it cold 16 Krack Cream ger cars segment. Soccer 3 Olx called Flipkart’s cus- 6 Toyota icon Lionel Messi has tomer service number 17 Itch Guard been appointed as the 4 Snapdeal to speak to the Bansal- 7 Ford global brand ambassador duo and make an offer. to change its passenger- Tiger Global has 18 Pudin Hara Foreign Banks vehicle’s fortunes 5 8 Fiat Amazon recently raised stake in the Bansal’s rival and 19 Volini 1 Citibank 6 Yatra ex-employer Amazon. 9 Skoda com. Time for some 20 Strepsils 2 HSBC 7 Jabong cold calls from the 10 Renault other end, perhaps? 3 Standard Chartered 8 Myntra The employees of the Life Insurance 9 Paytm online event and Auto Two wheelers movie ticket booking 1 LIC Private Sector Banks 10 BookMyShow site/app give discount The ‘Hum mein hai coupons printed at the 2 SBI Life 1 I C I C I 1 Hero Hero’ campaign came to 11 Cleartrip back of their business light after L&K Saatchi & cards. The cards are 3 Reliance Life 2 Axis 2 Honda Saatchi’s Praveen Ken- cut in the shape of neth wrote to the Mun- 12 FreeCharge movie tickets as well. jals every three months B2B marketing 3.0 4 ICICI Prudential Life 3 H D F C 3 Bajaj for nine years. He also 13 MakeMyTrip visited them twice a 5 Birla Sun Life 4 Kotak Mahindra 4 TVS year without bagging any business. This dogged pursuit got 6 HDFC Life 5 Yes Bank 5 Yamaha Law & Kenneth the Hero MotoCorp Mobile Handsets/Tablets 7 Bajaj Allianz Life 6 IndusInd 6 Suzuki account in 2011. In June 2007, 8 Tata AIA Life 7 The Federal Bank 7 Mahindra 1 Samsung Apple launched the “Jesus Once Audrey Hepburn 2 LG Phone”. Steve 9 Max Life With RBI’s deregulation on Savings Account 8 Vespa hopped on Gregory Peck’s Jobs had, interest rate, 2011 became a game changer in Vespa in Roman Holiday, the 3 Micromax uncharacteristi- 10 Kotak Life the marketing history of Kotak Mahindra Bank. 9 Royal Enfi eld scooter’s popularity and sales cally, set a sales They got Cartwheel to introduce Mr know-it-all soared even outside Europe goal of 10 mil- Founded in 1956 with the merger of 245 Subo (aka Vinay Pathak) for their campaign, (Bullet) 4 Motorola lion for 2008. insurance companies and provident socie- who urged people to open a savings account in They didn’t meet ties. Its Sanskrit slogan Yogakshemam the bank for they were offering 6% interest 5 Karbonn it. But by March Vahamyaham translates to “Your welfare is instead of 4%. “Don’t look at it as 2% more but 2015, the com- our responsibility” as 50% extra,” resounded with many. /Confectionery pany had sold Chocolates 6 Sony Xperia 700 million 7 iPhone iPhones. Fabric Care 1 Cadbury Dairy Milk PSU Banks 8 Intex 2 Cadbury Choclairs 1 Surf Excel Hindustan Lever O&M’s Piyush Pandey almost took Lalitaji, 1 State Bank Of India wrote the jingle for the 9 Lava the sharp housewife 3 Perk 2 Ariel who spoke to consum- It is justifiably famous iconic Real Taste of Life 2 Bank of India for its 21,000 plus ATM campaign on a boarding ers on behalf of Surf in 4 Nestle Milk Chocolate 10 HTC the 80s, off air when a networks across India, pass on the way back 3 Rin 3 Canara Bank but did you know SBI from a long awaited poll revealed she was 11 Lenovo the most hated woman had 194 offices in 36 5 Kit Kat vacation in America 4 Tide countries? which got cut short by a on TV. The next find- 4 Indian Bank 6 5 Star pitch to retain Cadbury 12 Panasonic ing, however, revealed Dairy Milk. 5 Ujala that samajdar Lalitaji was also the most 5 Punjab National Bank 7 Center Fresh 13 Microsoft Lumia watched. 6 Wheel 6 Central Bank Of India 8 Gems 14 Gionee 7 Nirma 7 Bank Of Baroda 9 Munch 15 OPPO 8 Robin Blue 8 Union Bank of India 10 Nestle Eclairs 9 Godrej Ezee 9 IDBI Bank 11 Mentos While India Oral Care has just about 10 Henko 10 Dena Bank got Kit-Kat 1 Colgate As of the year ending 12 Mint-o Dark, Japan 2014, Colgate globally 11 Ghari has seen 2 Closeup had 30 toothpaste and 13 Alpenliebe over 200 fla- 43 toothbrush brands vours. Some only. The same year, 12 Fena of the more 3 Pepsodent Colgate also claimed 14 Halls outré ones 19.7% reduction in 13 Comfort (Fabric Conditioner) Watches /Accessories include green 4 Dabur (Toothpaste) greenhouse gas inten- 15 Boomer tea, blueber- sity as compared to 1 Titan The inimitable background score ry cheesecake the year ending 2005. 14 Vanish (Stain Remover) that plays in your head the moment and the soon to 5 Oral-B Not all things ending you think ‘Titan’ is a 30 second 16 Candy Man be launched with ‘Gate’ are scandal- 15 Genteel 2 Sonata watches excerpt (from 1:31 to 2:00) that A R gold foil cov- 6 Babool ous, you see. Rahman re-arranged from Mozart’s Symphony No 25, G minor. 17 Chlormint ered variant The reason Lalitaji came to be. Nirma is the challeng- 3 Timex 7 Vicco Vajradanti er brand that rattled Surf to its very core, and gave us 18 Kinder Joy the jingle that became a generational soundtrack: 4 Fastrack “Doodh si safedi Nirma se aaye, rangeen kapda bhi 8 Anchor khil khil jaye” Although it’s no longer on air, DJs are 19 Tic Tac scripting its revival with millennials dancing to the 5 Ray-Ban 9 Sensodyne track the iconic Nirma girl in a white dress twirled to. 20 Poppins

Cold Beverages 1 Maaza 6 Rasna 11 Mirinda 16 Mountain Dew 1) A typo. 2) Could be wit. When Also a slang term for moon- 3) Because the ‘B’ in ‘thumb’ featured in the ‘Aam- shine. No wonder then one 2 Coca-Cola is silent. 4) Could be a partic- 7 Limca sutra’ campaign in 12 7UP old Mountain Dew sign read: 17 Tang ularly strong dislike for the 2008-09, Slice became “It’ll tickle yore innards!” Pep- 3 Pepsi letter ‘B’. All possible answers 8 Sprite the first brand in the 13 Amul Kool siCo launched it in India in 18 Minute Maid to ‘Why there’s no letter ‘B’ in juice and juice drinks 2003 with the tag line ‘Chee- 4 Thums Up Thums Up’ The company has 9 Slice category to sign a Bolly- 14 Real Juice tah Bhi Peeta Hai’ before 19 Red Bull left it to the devices of urban wood actress as a brand eventually moving on to ‘Do 5 Frooti myth makers. 10 Fanta ambassador. 15 Tropicana The Dew’. 20 Paperboat THE ECONOMIC TIMES NOVEMBER 25-DECEMBER 01, 2015 7

Household Care Food Products 1 Vim 1 Tata Salt You have real-life Pundits chanting mantras with an add- 2 Good knight 2 Britannia on: Yeh guttbandhan (commun- ion) Fevicol ka jod hai, tootega 3 All Out 3 Parle Show nahin. You have reel-life celebri- ties like swing- 4 ing on item songs where she’s 4 Fevicol Amul urging to stick her Me The “photo” on his heart “Fevicol 5 Harpic 5 Kurkure se.” With friends like these, who Personal Care needs validation? 6 Mortein 6 Sunfeast Money 1 Dettol The first container carry- 7 HIT ing bars of Lifebuoy soap 7 Lay’s 2 Dove landed in 1895 at Bombay Trust by monthly 8 Lizol Harbour. The brand has 8 Aashirvaad been at the forefront of household 9 Domex 3 Lifebuoy innovative marketing from 9 Maggi the early days of ‘Lifebuoy 4 Lux hai jahan tandurusti hai income 10 Colin wahan’ to today’s ‘Help A 10 Bingo Child Reach 5’. 11 Pril 5 Pond’s 11 Kissan 6 Fair & Lovely `10000 - 12 Mr. Muscle 12 Haldiram’s ` ` 7 Pantene 13 Annapurna 25000 25000+ MONTHLY MONTHLY 8 Head & Shoulders 14 Mother Dairy HOUSEHOLD INCOME HOUSEHOLD INCOME Retailers 9 Sunsilk 15 Saffola Oats 1 Colgate 1 Tata Salt 1 Big Bazaar 10 Clinic Plus 16 Kellogg’s 2 Dettol 2 Dove 2 Reliance Fresh 11 Johnson & Johnson 17 Top Ramen 3 Pond’s 3 Samsung 3 Pantaloons 12 Vaseline (Consumer Durables) 18 Kwality Walls 4 Tata Salt 4 Reliance Digital 13 Godrej No 1 4 Colgate 19 Yipee 5 Dove 5 Lifestyle 14 Pears 5 Horlicks 20 Oreo 6 Vim 6 Reliance Trends 15 Godrej Hair Dye 6 Glucon-D 21 Pillsbury 7 Lux 7 Spencer’s 16 Santoor 7 LIC 22 Knorr 8 Britannia 8 Shoppers Stop 17 Cinthol 8 Samsung 23 Quaker 9 Lifebuoy Mobile Phones 9 HyperCity 18 Garnier 24 Heinz 10 Airtel 9 Dettol 10 Croma 19 Boroplus 25 Ching’s 11 Maaza 10 Lifebuoy 11 Westside 20 Hamam 12 Horlicks 11 Cadbury 12 Ezone 21 Vicco Turmeric 13 Coca-Cola Dairy Milk 13 Fabindia 22 Vivel In 2009, BE tracked down 12 Surf Excel the original, green bikini-clad 14 Ariel Liril girl, Karen Lunel, who 14 Crossword 23 Himalaya lives in New Zealand. We 13 BSNL found her after we spotted 15 Surf Excel 24 Lakme this in the comment’s section 14 Lux of the YouTube video featuring 16 Frooti 25 Medimix the famous ad: “Damn! That’s 15 Pantene In 2003, the Hutch dog, a pug my mum!!” 17 Bournvita Telecom called Cheeka, who followed you wherever you went, won the 26 Liril 16 Pepsi 1 Airtel nation’s heart. The next time 18 Head & Vodafone pulled off a campaign 27 Gillette 17 Thums Up that became a cultural reference Shoulders 2 Vodafone it was with the pot-bellied aliens, Zoozoos in 2009. 28 Fair & Handsome 18 Pepsodent 3 Idea 19 Samsung 29 Rexona (Consumer Durables) 19 Maaza 4 BSNL 30 Nivea 20 Fair & Lovely 20 Fair & Lovely 5 Tata Docomo 31 Whisper 6 Aircel 32 Savlon 7 Reliance Communications 33 Park Avenue Hot Beverages 8 MTS 34 Chik 1 Horlicks 9 Uninor As per GlaxoS- Brands That 35 Stayfree 2 Bournvita mithKline’s web- site: All Horlicks 10 MTNL bottles sold in 36 Olay 3 Complan India in a year, placed end to end, Work 37 L’Oreal 4 Tata Tea would form a Food Services chain six times the Trust by working status 38 Palmolive 5 Taj Mahal Tea length of The Great Wall of 1 Pizza Hut China. (Clearly, 39 Axe 6 Nescafe brands are 2 Domino’s Legend says the fast- obsessed with food franchise makes 40 Livon 7 Boost #MadeUpStats) 3 McDonald’s enough sandwiches in a year to wrap around the Earth 14 times. Did 41 Set Wet 8 Red Label 4 Café Coffee Day the made-up stat remind you of a certain 42 Fogg 9 Brooke Bond Taaza 5 KFC Indian biscuit brand? 43 Kotex 10 Bru 6 Subway 44 Wild Stone WORKING NOT-WORKING 7 Costa Coffee Born in the Brooke Bond fam- 45 ily of Unilever in 1966, Taj Mahal Revlon Tea was India’s first premium chai 8 Starbucks brand. Though tea connoisseurs (and even those who never cared for a sip) would agree the premi- Gordon Bowker, co- um quotient of the brand was 1 Dettol 1 Tata Salt founder of Starbucks, Water Purifi er more an outcome of the timeless wanted to name the com- ‘Wah Taj!’ ad featuring tabla- 2 Colgate 2 Fair & Lovely pany ‘Pequod’ after the maestro Zakir Hussain. eponymous ship in one of 1 Aquaguard his favourite novels – 3 Lifebuoy 3 Colgate Moby Dick. When his 2 Pure-it then creative partner 4 Dove 4 Dove Terry Heckler suggested 3 Kent RO no one would want to 5 Horlicks 5 Dettol drink a cup of ‘pee-quod’, they decided to name the 4 Tata Swach chain after Pequod’s top 6 Lux 6 Maaza officer Starbuck. 5 ZeroB 7 Airtel 7 Samsung (Consumer Durables) Nevermind the cola wars; water wars is where the action 8 Samsung is. Pureit, Aquaguard and Kent (Consumer Durables) 8 Clinic Plus have an extensive history of squabbling including legal 9 Vim 9 Surf Excel threats and having the competi- tion’s ads pulled off air. 10 Tata Salt 10 Lifebuoy

Editorial: Ravi Balakrishnan, Amit Bapna, Delshad Irani & Shephali Bhatt; Illustrations: Thinkstock / Anirban Bora; Design: Shubhra Dey; Production: Vilas Pai, Sandeep Dutta & Mumbai Team

Regn.No.MAHENG/2002/6711 Volume 14 Issue No. 47 Published for the Proprietors, Bennett Coleman & Company Ltd. by R. Krishnamurthy at Building, Dr. D.N.Road, Mumbai 400 001 Tel. No. (022) 6635 3535, 2273 3535, Fax- (022)-2273 1144 and printed by him at (1) The Times of India Suburban Press, Akurli Road, Western Express Highway, Kandivili (E), Mumbai 400 101. Tel. No. (022) 28872324, 28872930, Fax- (022) 28874230 (2) The Times of India Print City, Plot No. 4, T.T.C. Industrial Area, Thane Belapur Road, Airoli, Navi Mumbai-400708 and (3) TIMES PRESS, Plot No. 5A, Road No. 1, IDA Nacharam Ranga Reddy District, Hyd- erabad-500076. Editor: Ravi Balakrishnan(Responsible for selection of news under PRB Act). © All rights reserved. Reproduction in whole or in part without the written permission of the Publisher is prohibited.