CCI NG 3.7 Product: ETMumbaiBS PubDate: 05-04-2017 Zone: BrandEquity Edition: 1 Page: BEFP User: sandesh.pingale Time: 03-31-2017 23:26 Color: CMYK THE ECONOMIC TIMES APRIL 05-11, 2017 INSIDEBE Hindustan WILL SBI’S NEW Unilawyer LOGO MAKE BACK WITH Is the FMCG major as litigious IT COOL? A BURP: FROOTI as it seems to be or is lawyering up GETS FIZZY The oldest bank in India revamps its last resort? one of the country’s most Soon after, Dettol anti- identifiable brand identities BY DELSHAD IRANI septic soap and Lifebuoy & AMIT BAPNA found themselves saying MUMBAI “Milord, I object!” In the case BY RAVI BALAKRISHNAN of Colgate, HUL aired a com- MUMBAI he ongoing le- bative Pepsodent ad at the start gal battle be- of a long-weekend giving Colgate he new logo of SBI set to be unrolled this tween Hindustan no option to invoke the law. The Tweek brings many changes with it. Gone Unilever and Water Wars saw HUL’s Pureit fight- is the long form State Bank of India. Gone ACES IN MY POCKET Gujarat Cooperative ing Eureka Forbes over disparaging too is the tagline that’s accompanied its logo: indievibe Milk Marketing ads. And there’s the evergreen Safedi ‘The banker to every Indian.’ In its place is the T recognisable blue keyhole logo, and just SBI. Federation Wars between Rin and P&G’s Tide. If you are the sort of person who is averse to the twitter (GCMMF), the makers of Amul, Being the “traditional” organisa- index change, now is the time to start thanking your over the debate of ice-cream versus tion HUL is, it would be safe to as- stars. Things could have been different, a lot On XX 2 frozen desserts, has been aptly, al- sume that the company doesn’t more different. Dinesh Menon, beit unimaginatively, named by the think combative communication, chief marketing offi cer at the NOT A FLAVOUR press and people as a “Cold War”. whether directly aimed at it or not, bank said there was a serious SBI OF THE YEAR But, in the past, HUL has been in is any laughing matter. Or an invi- discussion about dropping the INITIATIVE. Water Wars, Toothpaste Wars, Soap tation to take light-hearted digs at old logo entirely, before they ALMOST Suresh Narayanan Wars, White Wars, Kitchen Wars and each other as many “startuppers” decided it would be better to Nestle Shampoo Wars. do today. A little friendly fire, if you “shed the old skin and get a DROPPED In the last decade, the country’s will. A former HUL marketing head new look.” The familiar keyhole logo ITS ICONIC “WE WERE biggest consumer goods manufac- told BE on the condition of anonym- turer and maker of Dove, Clinic ity, that the FMCG major is “not a was designed in 1971 by the NEVER A NID. Its designer Shekhar KEYHOLE Plus, Lifebuoy, Pepsodent, Kwality tame organisation”; “Any communi- CHATEAUBRIAND Kamath, in a post on Quora, Wall’s, Vim, Rin and Surf, among cation showing them in a bad way is OR OLYMPIA explained it represented the LOGO AGENCY” others, has found itself regularly not taken lightly.” Especially in cat- tokens that were issued to Madhukar Kamath locked in court room scuffles with egories where it’s the market BORA ANIRBAN customers at banks, and was kept deliberately DDB Mudra competitors over either theirs or leader, HUL is hard-pressed to simple so even a bank manager in a remote On 3 XX its own combative advertising, respond by slapping a legal no- part of the country could commission a wall whether issued in public interest or tice on transgressors. painting. The reason the blue circle survived the company’s. In the long-drawn Ten years ago, there wasn’t any cesses. For example, every single course of action is a letter to the of- was that it had started to look cool all over case of Reckitt Benckiser’s ‘Dettol set policy on deploying legal. As packaging decision has to be run by fending party, and an appeal to the again. As Menon observes, “Uber too has a Healthy Kitchen’ cleaner versus another former employee points the legal head. ASCI. In its most recent high-profile similar logo tilted sideways. As banking is HUL’s Vim, the first shot was fired out, “If there was a claim made that With the frequency with which case, HUL, according to industry redefi ned by the digital revolution, we felt this + by Dettol and HUL hit back with would hurt the brand’s prospects, HUL has dragged others or has been sources, gave Amul almost 20 days logo can take things forward.” Young “a harsh antiseptic or the power of the legal course would be taken.” He dragged by others to court over ad- to respond to its letter. That’s a According to Menon, this is an attempt to Lions’17: 100 lemons - which one would you adds, HUL has always been rather vertising, one can’t help but wonder life-time in marketing because by contemporise the brand identity which coincides with its merger of associate banks including choose to clean your child’s tiffin?” strong on their internal legal pro- is HUL as litigious as it seems to be? then Amul’s ad that draws on the From Cubs State Bank of Bikaner and Jaipur, State Bank of While the above evidence would distinction between ‘milk-walla ice- To Kings Hyderabad, State Bank of Mysore, State Bank of make a jury unanimously go ‘guilty cream’ and ‘vanaspati- walla frozen On XX 4 A FORMER HUL EMPLOYEE SAYS IT ISN’T A ‘TAME’ Patiala and State Bank of Travancore as well as as charged’, however we might be dessert’, without naming the com- the Bharatiya Mahila Bank. inclined to believe that pursuing petition, had been viewed millions ORGANIZATION. COMMUNICATION SHOWING THE >Continued on Page 4 legal action is typically not the of times. FMCG IN A BAD WAY IS NOT TAKEN LIGHTLY least resort but the last. The first >Continued on Page 4 CCI NG 3.7 Product: ETMumbaiBS PubDate: 05-04-2017 Zone: BrandEquity Edition: 1 Page: BEPER1 User: sandesh.pingale Time: 03-31-2017 23:29 Color: CMYK Each and every one of us unknowingly played MADE FOR INDIA 2 a part in the obesity problem - Indra Nooyi THE ECONOMIC TIMES APRIL 05-11, 2017 the FROOTI GETS FIZZY twitter index BACK WITH A BURP The weekly Twitter Advertiser Index lists the brands which have generated most engage- Can Frooti Fizz, with its ‘mango meets may lead to a better connect with the ment with users on the platform fizz’ formula, reignite passion for the 18-35 year old consumer, a segment that has not been a very strong one for PRESENTING THE BRAND ENGAGEMENT INDEX A S ON 22ND M A RCH 2017 32 year old brand? Frooti, thanks to the brand’s moor- ings as a drink preferred by children. The index looks at the live list of all advertisers on the platform and measures the total number Explains Jitender Dabas, CSO, McCann of user engagements with all the tweets that they BY AMIT BAPNA Worldgroup, “carbonation essentially sent out that week - specifically this is a sum of MUMBAI adds excitement to the mouthfeel of a THE AGENCY all the replies, retweets and favourites across all tweets that week. fruit beverage. It can increase the ap- “NADIA AND TEAM 1. @OppoMobileIndia he reactions on social peal amongst young people and media to Frooti Fizz, expand the segment of fruit ARE DECISIVE AND Following the buzz Oppo created on which was launched based drinks.” The ex- the platform for the launch of the F3 OPINIONATED” last month, have ranged tension could add back plus, this week the conversations were from disbelief to trepi- some ‘fizz’ to the mother Jessica Walsh, partner at New York around the dation to anticipation. brand’s equity as well, based design agency Sagmeister & launch event T Sample these: “This will adds Dabas. As per the Walsh shares the experience of work- itself. Oppo either be the greatest or the worst move for Nielsen Global New Product ing with her first ever Indian client, and drove con- Frooti.”(Deepak D’Souza on Twitter) “I Innovation Survey, 63% of the Frooti Fizz creative journey versations wonder how that’s going to taste now.” consumers say they like it by asking (Muhammad Farid on Twitter). when manufacturers introduce The Frooti Fizz journey people But Nadia Chauhan, joint MD and new products, and 57% say they We’ve worked on Frooti Fizz since the to tweet start, collaborating with the team for with #OppoF3Plus and promoted a CMO, Parle Agro is confident that with purchased a new product during Frooti Fizz, the burp is being retained, their last shopping trip. naming, creating the logo mark and live Periscope feed of the launch. Over visual language for the brand, execu- 170,000 people watched the video. This the value of which is immense in this The launch is being backed by a mas- category. “With this launch, we are sive `100 crore marketing budget: Alia tion of the campaign, strategy for brand sneak peek into an otherwise exclusive personality and everything in between. event generated a lot of engagement. talking to not just the mango consumer Bhatt is the face of the campaign cre- but a much larger audience, including ated by New York-based Sagmeister & We teamed up with director Clim from all kinds of synthetic drinkers looking Walsh.