Monday, April 25, 2016

Advertisers use IPL's festive appeal to rebrand and launch new campaigns

Advertisers use IPL's festive appeal to rebrand and launch new campaigns 
The Indian Premiere League (IPL) is fast turning out to be the festive season for brands.  In spite of several controversies like the betting scandal leading to the ban of Chennai Super Kings and Rajasthan Royals from the tournament and Pepsi backing out from the title sponsorship spot, the popularity of the franchise continues to soar.

 According to sources, for IPL this year, 10-second TV spots to sponsors are being sold for Rs 5.5 to 7 lakhs and brands are not hesitant about spending the big bucks. In spite of a hike in ad rates, the total ad inventory for the tournament has already been sold out.
Till now we have seen brands like Vivo, Housing.com, LYF and Havmor use the platform to launch their maiden television commercials. There are also few smartphone brands like Gionee and Micromax which are using the IPL platform to reveal their new identity post their rebranding through new TVCs.

Hitesh Gossain, Founder & CEO, Onspon.com says, “The timing of IPL is very appropriate, the advent of early summers has led to buoyancy in consumption categories such as FMCG, air-conditioners,– thereby leading to pre-allocation of marketing budgets, especially for categories such as soft drinks, consumer durables etc. This is also the time for annual bonuses, which allows the brands to go gung-ho because they want to capture the time and make the most of it. Also, the increase in interest from the sponsors can be attributed to the ICC T20 World Cup, thus making the brand continuity easier and effective.”

Maiden TVC launch:
IPL season 9, which kick-started recently, has till now seen brands like Vivo, Housing.com and Havmor launch their maiden television communication.
Vivo, the title sponsor for the event, has assigned a budget of Rs 200 crore to leverage its association with IPL. The brand which entered the Indian market in December 2014 has roped in actor Ranveer Singh as the face of its high voltage campaign. The market share of Vivo in the Indian smartphone market at the moment is 3.1% and the Chinese smart phone brand is looking at an aggressive growth in the coming years.

The Mumbai-based online reality platform Housing.com also launched its first television campaign which coincides with the ongoing IPL 9. The campaign titled ‘Yeh ghar sirf ghar nahi, Yeh ghar meri jaan hai’ highlights that home buying is an emotional journey, and Housing.com is a trusted partner in this journey. Nikhil Rungta, Chief Marketing Officer, Housing.com said, “We have just launched our first ever television ad to strengthen our brand and establish deeper emotional connect with our customers. We are looking at a marketing spend of USD 5-7 million in 2016-17 for advertisements on TV, digital and social media.”

Havmor, the food brand from Ahmedabad has gone national recently with the release of their first ever television commercial with the tag-line ‘Goodness the world deserves’. Two ads ‘RJ’ and ‘12th man’ are one of the first steps that reflect the brand’s ambitious 360 degree plans that also include revamping the brand identity, packaging, retail identity and overall corporate structure among others. 



Mukesh Ambani owned Reliance Retail’s smart phone brand LYF, which has signed up sponsorship deals with three teams including Mumbai Indians, Rising Pune Supergiants and Royal Challengers Bangalore, released its first TVC during IPL. Featuring Bollywood actress Kangana Ranaut and players like MS Dhoni, Virat Kohli and Ravichandran Ashwin, the ad talks about the unique features of the phone and is going viral on social media.
Click here to view the ad:

First TV campaign after Rebranding:
Handset manufacturers like Gionee and Micromax have used this occasion to rebrand themselves and present their new identity through new TVCs during IPL.
Gionee is witnessing an identity change worldwide. As part of this exercise, the brand has unveiled a new logo in India. The brand, which has associated itself with Kolkata Knight Riders as its principal sponsor, saw an opportunity to leverage the team to talk about the logo change, and to launch it during the event.  This fiscal year, Gionee plans to spend Rs 150 crore for its marketing campaigns.
Micromax has launched their new campaign ‘Nuts, Guts & Glory’ to talk about their recent rebranding exercise, including a new logo and tagline. Two new TVCs are running across TV networks, with a particular emphasis during IPL broadcasts.

Ratings:
The initial numbers of IPL-9 have been quite encouraging as well. As per the latest BARC ratings, the event opened with a cumulative reach of 218 million viewers in its first week. The opening game between Mumbai Indians & Rising Pune Supergiants rated 24,448 TVTs with a reach of 97 million viewers across India.

How effective is it?
We spoke to brand experts in order to understand, that in spite of being an expensive affair, why do brands still choose to launch high intensity campaigns during this time and how well do these campaign work out for the brands.
Gossain from Onspon.com feels that, “IPL is a great place to launch a brand and not sustain it. The cost of sustenance is so high that unless the base of your brand is big, it doesn’t make much of a sense.”

Saurabh Uboweja, CEO & Chief Brand Strategist, Brands of Desire cited, “IPL can now be safely touted as a big annual festive brand on the busy Indian calendar that attracts attention for a few weeks every year, uniting all major parts of the country through its city franchises and their loyalists. It may just fall short of the wedding season or the Diwali festive season that starts in October and lasts all the way up to January. There was nothing else on the calendar in April, it used to be a rather lame month for brands till the IPL came and showed its capability to trigger consumer attention and sales. Today IPL is truly an Indian national event, partly international and a feast for brands that want to launch anything new, be it a new product, a rebrand or simply a new campaign that triggers sales.” 
“But IPL related spends would still be a distance dwarf to the sports events market in the United States where it is estimated that a total of 15 billion U.S. dollars will be spent by consumers in the U.S. on just the Super Bowl related purchases in 2016. Imagine what impact that has on the advertising rates. The Indian consumer market is a decade away from that kinds of spends but maturing fast,” he added.

Ramanujam Sridhar, CEO, Brand-Comm further elaborates, “Brands mostly prefer to get associated with the IPL property because it enjoys a fairly high and uniform viewership all throughout the tournament. It is a big property, has an ideal timing (8PM) which makes it convenient for viewing and also caters to the women audience, who particularly enjoy this cricket format. My doubts however, are coming from the fact that the tournament is coming right on the heels of T20 cricket, which also happened in India. So there was a large set of audience for a similar format. To me, it kind of overkills it, but if the IPL viewership remains high, then it works well for the brands who are investing huge amount of money for their campaigns.”


The Indian Premiere League (IPL) is fast turning out to be the festive season for brands.  In spite of several controversies like the betting scandal leading to the ban of Chennai Super Kings and Rajasthan Royals from the tournament and Pepsi backing out from the title sponsorship spot, the popularity of the franchise continues to soar.
 According to sources, for IPL this year, 10-second TV spots to sponsors are being sold for Rs 5.5 to 7 lakhs and brands are not hesitant about spending the big bucks. In spite of a hike in ad rates, the total ad inventory for the tournament has already been sold out.
Till now we have seen brands like Vivo, Housing.com, LYF and Havmor use the platform to launch their maiden television commercials. There are also few smartphone brands like Gionee and Micromax which are using the IPL platform to reveal their new identity post their rebranding through new TVCs.
Hitesh Gossain, Founder & CEO, Onspon.com says, “The timing of IPL is very appropriate, the advent of early summers has led to buoyancy in consumption categories such as FMCG, air-conditioners,– thereby leading to pre-allocation of marketing budgets, especially for categories such as soft drinks, consumer durables etc. This is also the time for annual bonuses, which allows the brands to go gung-ho because they want to capture the time and make the most of it. Also, the increase in interest from the sponsors can be attributed to the ICC T20 World Cup, thus making the brand continuity easier and effective.”
Maiden TVC launch:
IPL season 9, which kick-started recently, has till now seen brands like Vivo, Housing.com and Havmor launch their maiden television communication.
Vivo, the title sponsor for the event, has assigned a budget of Rs 200 crore to leverage its association with IPL. The brand which entered the Indian market in December 2014 has roped in actor Ranveer Singh as the face of its high voltage campaign. The market share of Vivo in the Indian smartphone market at the moment is 3.1% and the Chinese smart phone brand is looking at an aggressive growth in the coming years.
The Mumbai-based online reality platform Housing.com also launched its first television campaign which coincides with the ongoing IPL 9. The campaign titled ‘Yeh ghar sirf ghar nahi, Yeh ghar meri jaan hai’ highlights that home buying is an emotional journey, and Housing.com is a trusted partner in this journey. Nikhil Rungta, Chief Marketing Officer, Housing.com said, “We have just launched our first ever television ad to strengthen our brand and establish deeper emotional connect with our customers. We are looking at a marketing spend of USD 5-7 million in 2016-17 for advertisements on TV, digital and social media.”
Havmor, the food brand from Ahmedabad has gone national recently with the release of their first ever television commercial with the tag-line ‘Goodness the world deserves’. Two ads ‘RJ’ and ‘12th man’ are one of the first steps that reflect the brand’s ambitious 360 degree plans that also include revamping the brand identity, packaging, retail identity and overall corporate structure among others. 
Mukesh Ambani owned Reliance Retail’s smart phone brand LYF, which has signed up sponsorship deals with three teams including Mumbai Indians, Rising Pune Supergiants and Royal Challengers Bangalore, released its first TVC during IPL. Featuring Bollywood actress Kangana Ranaut and players like MS Dhoni, Virat Kohli and Ravichandran Ashwin, the ad talks about the unique features of the phone and is going viral on social media.
Click here to view the ad:

First TV campaign after Rebranding:
Handset manufacturers like Gionee and Micromax have used this occasion to rebrand themselves and present their new identity through new TVCs during IPL.
Gionee is witnessing an identity change worldwide. As part of this exercise, the brand has unveiled a new logo in India. The brand, which has associated itself with Kolkata Knight Riders as its principal sponsor, saw an opportunity to leverage the team to talk about the logo change, and to launch it during the event.  This fiscal year, Gionee plans to spend Rs 150 crore for its marketing campaigns.
Micromax has launched their new campaign ‘Nuts, Guts & Glory’ to talk about their recent rebranding exercise, including a new logo and tagline. Two new TVCs are running across TV networks, with a particular emphasis during IPL broadcasts.
Ratings:
The initial numbers of IPL-9 have been quite encouraging as well. As per the latest BARC ratings, the event opened with a cumulative reach of 218 million viewers in its first week. The opening game between Mumbai Indians & Rising Pune Supergiants rated 24,448 TVTs with a reach of 97 million viewers across India.
How effective is it?
We spoke to brand experts in order to understand, that in spite of being an expensive affair, why do brands still choose to launch high intensity campaigns during this time and how well do these campaign work out for the brands.
Gossain from Onspon.com feels that, “IPL is a great place to launch a brand and not sustain it. The cost of sustenance is so high that unless the base of your brand is big, it doesn’t make much of a sense.”
Saurabh Uboweja, CEO & Chief Brand Strategist, Brands of Desire cited, “IPL can now be safely touted as a big annual festive brand on the busy Indian calendar that attracts attention for a few weeks every year, uniting all major parts of the country through its city franchises and their loyalists. It may just fall short of the wedding season or the Diwali festive season that starts in October and lasts all the way up to January. There was nothing else on the calendar in April, it used to be a rather lame month for brands till the IPL came and showed its capability to trigger consumer attention and sales. Today IPL is truly an Indian national event, partly international and a feast for brands that want to launch anything new, be it a new product, a rebrand or simply a new campaign that triggers sales.” 
“But IPL related spends would still be a distance dwarf to the sports events market in the United States where it is estimated that a total of 15 billion U.S. dollars will be spent by consumers in the U.S. on just the Super Bowl related purchases in 2016. Imagine what impact that has on the advertising rates. The Indian consumer market is a decade away from that kinds of spends but maturing fast,” he added.
Ramanujam Sridhar, CEO, Brand-Comm further elaborates, “Brands mostly prefer to get associated with the IPL property because it enjoys a fairly high and uniform viewership all throughout the tournament. It is a big property, has an ideal timing (8PM) which makes it convenient for viewing and also caters to the women audience, who particularly enjoy this cricket format. My doubts however, are coming from the fact that the tournament is coming right on the heels of T20 cricket, which also happened in India. So there was a large set of audience for a similar format. To me, it kind of overkills it, but if the IPL viewership remains high, then it works well for the brands who are investing huge amount of money for their campaigns.”
- See more at: http://www.exchange4media.com/ipl-2016/advertisers-use-ipls-festive-appeal-to-rebrand-and-launch-new-campaigns_64174.html#sthash.zbTidUvC.dpuf
The Indian Premiere League (IPL) is fast turning out to be the festive season for brands.  In spite of several controversies like the betting scandal leading to the ban of Chennai Super Kings and Rajasthan Royals from the tournament and Pepsi backing out from the title sponsorship spot, the popularity of the franchise continues to soar.
 According to sources, for IPL this year, 10-second TV spots to sponsors are being sold for Rs 5.5 to 7 lakhs and brands are not hesitant about spending the big bucks. In spite of a hike in ad rates, the total ad inventory for the tournament has already been sold out.
Till now we have seen brands like Vivo, Housing.com, LYF and Havmor use the platform to launch their maiden television commercials. There are also few smartphone brands like Gionee and Micromax which are using the IPL platform to reveal their new identity post their rebranding through new TVCs.
Hitesh Gossain, Founder & CEO, Onspon.com says, “The timing of IPL is very appropriate, the advent of early summers has led to buoyancy in consumption categories such as FMCG, air-conditioners,– thereby leading to pre-allocation of marketing budgets, especially for categories such as soft drinks, consumer durables etc. This is also the time for annual bonuses, which allows the brands to go gung-ho because they want to capture the time and make the most of it. Also, the increase in interest from the sponsors can be attributed to the ICC T20 World Cup, thus making the brand continuity easier and effective.”
Maiden TVC launch:
IPL season 9, which kick-started recently, has till now seen brands like Vivo, Housing.com and Havmor launch their maiden television communication.
Vivo, the title sponsor for the event, has assigned a budget of Rs 200 crore to leverage its association with IPL. The brand which entered the Indian market in December 2014 has roped in actor Ranveer Singh as the face of its high voltage campaign. The market share of Vivo in the Indian smartphone market at the moment is 3.1% and the Chinese smart phone brand is looking at an aggressive growth in the coming years.
The Mumbai-based online reality platform Housing.com also launched its first television campaign which coincides with the ongoing IPL 9. The campaign titled ‘Yeh ghar sirf ghar nahi, Yeh ghar meri jaan hai’ highlights that home buying is an emotional journey, and Housing.com is a trusted partner in this journey. Nikhil Rungta, Chief Marketing Officer, Housing.com said, “We have just launched our first ever television ad to strengthen our brand and establish deeper emotional connect with our customers. We are looking at a marketing spend of USD 5-7 million in 2016-17 for advertisements on TV, digital and social media.”
Havmor, the food brand from Ahmedabad has gone national recently with the release of their first ever television commercial with the tag-line ‘Goodness the world deserves’. Two ads ‘RJ’ and ‘12th man’ are one of the first steps that reflect the brand’s ambitious 360 degree plans that also include revamping the brand identity, packaging, retail identity and overall corporate structure among others. 
Mukesh Ambani owned Reliance Retail’s smart phone brand LYF, which has signed up sponsorship deals with three teams including Mumbai Indians, Rising Pune Supergiants and Royal Challengers Bangalore, released its first TVC during IPL. Featuring Bollywood actress Kangana Ranaut and players like MS Dhoni, Virat Kohli and Ravichandran Ashwin, the ad talks about the unique features of the phone and is going viral on social media.
Click here to view the ad:

First TV campaign after Rebranding:
Handset manufacturers like Gionee and Micromax have used this occasion to rebrand themselves and present their new identity through new TVCs during IPL.
Gionee is witnessing an identity change worldwide. As part of this exercise, the brand has unveiled a new logo in India. The brand, which has associated itself with Kolkata Knight Riders as its principal sponsor, saw an opportunity to leverage the team to talk about the logo change, and to launch it during the event.  This fiscal year, Gionee plans to spend Rs 150 crore for its marketing campaigns.
Micromax has launched their new campaign ‘Nuts, Guts & Glory’ to talk about their recent rebranding exercise, including a new logo and tagline. Two new TVCs are running across TV networks, with a particular emphasis during IPL broadcasts.
Ratings:
The initial numbers of IPL-9 have been quite encouraging as well. As per the latest BARC ratings, the event opened with a cumulative reach of 218 million viewers in its first week. The opening game between Mumbai Indians & Rising Pune Supergiants rated 24,448 TVTs with a reach of 97 million viewers across India.
How effective is it?
We spoke to brand experts in order to understand, that in spite of being an expensive affair, why do brands still choose to launch high intensity campaigns during this time and how well do these campaign work out for the brands.
Gossain from Onspon.com feels that, “IPL is a great place to launch a brand and not sustain it. The cost of sustenance is so high that unless the base of your brand is big, it doesn’t make much of a sense.”
Saurabh Uboweja, CEO & Chief Brand Strategist, Brands of Desire cited, “IPL can now be safely touted as a big annual festive brand on the busy Indian calendar that attracts attention for a few weeks every year, uniting all major parts of the country through its city franchises and their loyalists. It may just fall short of the wedding season or the Diwali festive season that starts in October and lasts all the way up to January. There was nothing else on the calendar in April, it used to be a rather lame month for brands till the IPL came and showed its capability to trigger consumer attention and sales. Today IPL is truly an Indian national event, partly international and a feast for brands that want to launch anything new, be it a new product, a rebrand or simply a new campaign that triggers sales.” 
“But IPL related spends would still be a distance dwarf to the sports events market in the United States where it is estimated that a total of 15 billion U.S. dollars will be spent by consumers in the U.S. on just the Super Bowl related purchases in 2016. Imagine what impact that has on the advertising rates. The Indian consumer market is a decade away from that kinds of spends but maturing fast,” he added.
Ramanujam Sridhar, CEO, Brand-Comm further elaborates, “Brands mostly prefer to get associated with the IPL property because it enjoys a fairly high and uniform viewership all throughout the tournament. It is a big property, has an ideal timing (8PM) which makes it convenient for viewing and also caters to the women audience, who particularly enjoy this cricket format. My doubts however, are coming from the fact that the tournament is coming right on the heels of T20 cricket, which also happened in India. So there was a large set of audience for a similar format. To me, it kind of overkills it, but if the IPL viewership remains high, then it works well for the brands who are investing huge amount of money for their campaigns.”
- See more at: http://www.exchange4media.com/ipl-2016/advertisers-use-ipls-festive-appeal-to-rebrand-and-launch-new-campaigns_64174.html#sthash.zbTidUvC.dpuf
The Indian Premiere League (IPL) is fast turning out to be the festive season for brands.  In spite of several controversies like the betting scandal leading to the ban of Chennai Super Kings and Rajasthan Royals from the tournament and Pepsi backing out from the title sponsorship spot, the popularity of the franchise continues to soar.
 According to sources, for IPL this year, 10-second TV spots to sponsors are being sold for Rs 5.5 to 7 lakhs and brands are not hesitant about spending the big bucks. In spite of a hike in ad rates, the total ad inventory for the tournament has already been sold out.
Till now we have seen brands like Vivo, Housing.com, LYF and Havmor use the platform to launch their maiden television commercials. There are also few smartphone brands like Gionee and Micromax which are using the IPL platform to reveal their new identity post their rebranding through new TVCs.
Hitesh Gossain, Founder & CEO, Onspon.com says, “The timing of IPL is very appropriate, the advent of early summers has led to buoyancy in consumption categories such as FMCG, air-conditioners,– thereby leading to pre-allocation of marketing budgets, especially for categories such as soft drinks, consumer durables etc. This is also the time for annual bonuses, which allows the brands to go gung-ho because they want to capture the time and make the most of it. Also, the increase in interest from the sponsors can be attributed to the ICC T20 World Cup, thus making the brand continuity easier and effective.”
Maiden TVC launch:
IPL season 9, which kick-started recently, has till now seen brands like Vivo, Housing.com and Havmor launch their maiden television communication.
Vivo, the title sponsor for the event, has assigned a budget of Rs 200 crore to leverage its association with IPL. The brand which entered the Indian market in December 2014 has roped in actor Ranveer Singh as the face of its high voltage campaign. The market share of Vivo in the Indian smartphone market at the moment is 3.1% and the Chinese smart phone brand is looking at an aggressive growth in the coming years.
The Mumbai-based online reality platform Housing.com also launched its first television campaign which coincides with the ongoing IPL 9. The campaign titled ‘Yeh ghar sirf ghar nahi, Yeh ghar meri jaan hai’ highlights that home buying is an emotional journey, and Housing.com is a trusted partner in this journey. Nikhil Rungta, Chief Marketing Officer, Housing.com said, “We have just launched our first ever television ad to strengthen our brand and establish deeper emotional connect with our customers. We are looking at a marketing spend of USD 5-7 million in 2016-17 for advertisements on TV, digital and social media.”
Havmor, the food brand from Ahmedabad has gone national recently with the release of their first ever television commercial with the tag-line ‘Goodness the world deserves’. Two ads ‘RJ’ and ‘12th man’ are one of the first steps that reflect the brand’s ambitious 360 degree plans that also include revamping the brand identity, packaging, retail identity and overall corporate structure among others. 
Mukesh Ambani owned Reliance Retail’s smart phone brand LYF, which has signed up sponsorship deals with three teams including Mumbai Indians, Rising Pune Supergiants and Royal Challengers Bangalore, released its first TVC during IPL. Featuring Bollywood actress Kangana Ranaut and players like MS Dhoni, Virat Kohli and Ravichandran Ashwin, the ad talks about the unique features of the phone and is going viral on social media.
Click here to view the ad:

First TV campaign after Rebranding:
Handset manufacturers like Gionee and Micromax have used this occasion to rebrand themselves and present their new identity through new TVCs during IPL.
Gionee is witnessing an identity change worldwide. As part of this exercise, the brand has unveiled a new logo in India. The brand, which has associated itself with Kolkata Knight Riders as its principal sponsor, saw an opportunity to leverage the team to talk about the logo change, and to launch it during the event.  This fiscal year, Gionee plans to spend Rs 150 crore for its marketing campaigns.
Micromax has launched their new campaign ‘Nuts, Guts & Glory’ to talk about their recent rebranding exercise, including a new logo and tagline. Two new TVCs are running across TV networks, with a particular emphasis during IPL broadcasts.
Ratings:
The initial numbers of IPL-9 have been quite encouraging as well. As per the latest BARC ratings, the event opened with a cumulative reach of 218 million viewers in its first week. The opening game between Mumbai Indians & Rising Pune Supergiants rated 24,448 TVTs with a reach of 97 million viewers across India.
How effective is it?
We spoke to brand experts in order to understand, that in spite of being an expensive affair, why do brands still choose to launch high intensity campaigns during this time and how well do these campaign work out for the brands.
Gossain from Onspon.com feels that, “IPL is a great place to launch a brand and not sustain it. The cost of sustenance is so high that unless the base of your brand is big, it doesn’t make much of a sense.”
Saurabh Uboweja, CEO & Chief Brand Strategist, Brands of Desire cited, “IPL can now be safely touted as a big annual festive brand on the busy Indian calendar that attracts attention for a few weeks every year, uniting all major parts of the country through its city franchises and their loyalists. It may just fall short of the wedding season or the Diwali festive season that starts in October and lasts all the way up to January. There was nothing else on the calendar in April, it used to be a rather lame month for brands till the IPL came and showed its capability to trigger consumer attention and sales. Today IPL is truly an Indian national event, partly international and a feast for brands that want to launch anything new, be it a new product, a rebrand or simply a new campaign that triggers sales.” 
“But IPL related spends would still be a distance dwarf to the sports events market in the United States where it is estimated that a total of 15 billion U.S. dollars will be spent by consumers in the U.S. on just the Super Bowl related purchases in 2016. Imagine what impact that has on the advertising rates. The Indian consumer market is a decade away from that kinds of spends but maturing fast,” he added.
Ramanujam Sridhar, CEO, Brand-Comm further elaborates, “Brands mostly prefer to get associated with the IPL property because it enjoys a fairly high and uniform viewership all throughout the tournament. It is a big property, has an ideal timing (8PM) which makes it convenient for viewing and also caters to the women audience, who particularly enjoy this cricket format. My doubts however, are coming from the fact that the tournament is coming right on the heels of T20 cricket, which also happened in India. So there was a large set of audience for a similar format. To me, it kind of overkills it, but if the IPL viewership remains high, then it works well for the brands who are investing huge amount of money for their campaigns.”
- See more at: http://www.exchange4media.com/ipl-2016/advertisers-use-ipls-festive-appeal-to-rebrand-and-launch-new-campaigns_64174.html#sthash.zbTidUvC.dpuf

Wednesday, April 6, 2016

Brand Baaja: Healing Generations

Even after 86 years, the skin care brand is going strong without any change to its formulation or positioning. That’s Boroline for you!

The popular belief is that no Bengali can do without Boroline in the house. Be that as it may, if you ask anyone In india, particularly those with roots in the central and eastern states: “what is the quintessential all-purpose cream for everyday use?”, the answer may will be Boroline.

For consumers, it is the comfort antiseptic cream that is dependable, easy to use, and affordable. One reason for Boroline’s widespread loyalty is its consistency. Neither its packaging nor formulation has changed for most part of its eight-decade old journey, says Ramanujam Sridhar, founder and CEO, Brand-Comm.

Brand expert Harish Bijoor describes Boroline as “the mother of all antiseptic creams”. According to him, “Boroline brand loyalty is a legend. This spans across regions, never mind the fact that this is a brand that was all about the East of India. Basic skin care means Boroline to a lot of women, men and children alike in this country.”

Manufactured by G D Pharmaceuticals, Boroline continues to be positioned as an over-the-counter antiseptic perfumed cream as it was when launched in 1929 in Kolkata. The cream is a combination of the antiseptic boric acid, the astringent and sunscreen zinc oxide, and the emollient lanolin and can be used for cuts, chapped lips, rough skin, and to treat infections.

Over The Years
A number of advertising professionals that BW Businessworld spoke to, readily recalled the Khushbudar Antiseptic Cream Boroline jingle that played on Doordarshan and radio and later on select cable channels in 1990s and early 2000. But the brand sells the most on word-of-mouth publicity. In the 1950s, Boroline was sold with the strapline ‘Tender Face Cream’ which was positioned as a cosmetic face cream. But beyond 1960s the company tweaked the product and positioned it as a multi-purpose skin cream. This was reflected in the print commercials too in those years, says veteran ad-filmmaker Prahlad Kakkar. “It has got a very strong brand recall as a winter cream and has a wide consumer base in Kolkata and neighboring states,” he says. Then through the 1970s to 1990s, the brand positioning of Boroline underwent changes. From being sold on the plank “Boroline has no substitute”, to “you can count on Boroline” to it is “The Original”. Towards the closing in of the millennium, Boroline was sold with the tagline “Boroline skin. Healthy skin”.

These little changes aside, consistency has been the key for brand Boroline, which hasn’t changed its trademark green and white packaging and logo since its launch. But Why? Explains Sridhar of Brand-Comm: “The basic formulation that the product has may not change if the product has a strong following and customer base, because if you try to fiddle around with it like Coke did when it came up with a new improved Coke, the people were disconnected and that turned out to be a big flop.”

Concurs Kiran Khalap, brand consultant, author and founder of Chlorophyll Brand & Consultancy. “There is a brand called Converse in USA. The product has not changed since the last 40-50 years as it appeals to the new generation. Now take for example the fruit-based beverage company Tropicana, which changed its packaging in 2009 and lost about 20 per cent market share, because the consumer just couldn’t identify with the product.”

“So the pick is this: if newer and newer segments enter the market and if these segments are not alienated and are not rejected being called their parent’s brands, then there is no need for the brand to change its packaging or product,” says Khalap.

According to Bijoor, Boroline is a “working product” with a price-point that has remained rational all the while. “This has appealed to a nation of Boroline users,” says Bijoor.

Should It Change?
The manufacturer and promoter of Boroline G D Pharmaceuticals believes that there is no need for the product or its imagery to change. According to a company insider, brand Boroline with its green packaging and elephant symbol is recognized by even those who cannot read or write. “In West Bengal, Boroline is also used by the poor and working class. It is an affordable product. These people call it “Haathiwaala cream” (cream with an elephant symbol). So why change,” says a senior executive associated with the brand. However, it should be noted that questions sent to the company remained unanswered. Attempts to get official reactions from the company about the brand, market share and financials did not elicit any response despite repeated attempts.

But can Boroline change to gain market share? According to Sridhar, the reasons for not changing could be many. “May be it is about competition. Either their competitors are too aggressive or they consider Boroline as a niche product. Lot of customers seem to be happy with the brand as it is, but can you not do some stuff that keeps the brand excitement intact?,” he asks.

Khalap has a different take. He says there is no need for the brand to change its packaging or product if it continues to be relevant to the new generation. “Also, we talk about the brand loyalty where the consumer remains loyal to the brand, so we should also keep in mind the brand’s loyalty to itself,” he says.

Kakkar argues that Boroline has held on to its market in Kolkata and West Bengal and perhaps that is the reason it does not feel the need to change anything. “The moment winter comes, people get a hold of Boroline,” said Kakkar.

But Bijoor feels that the key challenge for Boroline ahead is chalking out a path that does not disturb its brand-equity as it embarks on profits. “Many brands err at this spot, sacrificing brand equity at the altar of profits. Must Boroline become more than what it is, or should it remain just what it is. That is the key answer the the brand will seek,” says Bijoor.

Numbers Say It All
While no response, either written or oral, was received from G D Pharmaceuticals, a quick glance at the reports filed with the registrar of companies shows the financial health of the company which has made profits for 2013-14 at Rs 19.06 crore on total revenue of Rs 114 crore. For 2014-15 the net profit was listed at Rs 25.67 crore as on 31 March, 2015 on a total revenue of Rs 138.93 crore. In simpler terms, the antiseptic skin care market in India is pegged at Rs 450 crore and Boroline is estimated to account for 25 per cent of it.

But according to Superbrands report on brand Boroline, the product commands a big chunk in retail distribution network of over three lakh distributors. Also, it was commanding an annual sale of 2.8 million litres valued at more than Rs 180 crore a couple of years ago in the antiseptic cream market. It is fair to note here that the overall category is dominated by Boro Plus Antiseptic Cream that was launched in 1984 under the Himani umbrella by Emami. While Boroline still retains its hold in West Bengal, Boro Plus has become a dominant brand outside West Bengal commanding around 74 per cent share in the national antiseptic cream market, as per media reports.

ashish.sinha@businessworld.in; @ashish_bw