Santora Advertising Case Study

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M G Parameswaran, the author of this book, is the Executive Director with FCB-Ulka Advertising Pvt. Ltd. With cases set in the economy of late 1980s to early 1990s, the book provides a snapshot view of advertising situations for brands of those times, how the market at that time was, consumer mindsets, attitudes and the challenges faced by marketers. These cases were actually handled by FCB Ulka team for clients in sectors as diverse as consumer products, consumer durables, services, corporate and rural inputs.

“Advertising is nothing but salesmanship in print” - John Kennedy 1904 (Copywriter)
Till the term “Salesmanship in print” was coined, advertising was seen as information dissemination, and only later acquired the dimension of selling – persuading through advertisements started only after
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Brands of a few decades back aren’t known anymore. Today’s brands may not survive tomorrow. Therefore, sustainable advertising to sell the product and building enduring brand values create brand building advertising.

In 1970s, FCB developed their own model – the FCB Grid, to understand how advertising worked and brand building was done.

In consumer product advertising, the case studies discussed include
• Santoor soap- establishing itself in the aggressive soap market with its positioning statement and creative insight “mistaken identity” execution. The success was purely because of displaying benefits and delivering on its promise through Advertising,
• Sundrop oil – exploring opportunity by introducing a new offering of healthy oil, positioning it well and propelling an entire category
• Captain cook atta – converting consumers from unbranded commodities to brands by exhibiting the superior quality of ingredients (golden wheat). The storyline-based advertisement was achieved the objective of educating the

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