Most Trusted Brands Methodology 2015

Transcription

THE ECONOMIC TIMES
NOVEMBER 25-DECEMBER 01, 2015
Most Trusted Brands 2015
K
Chronicling a long, strange year when brands gained and lost trust at an unprecedented rate
eeping track of a
brand’s relationship with its customers i s toug h.
O n e d ay it ’s a l l
r o s e s , r a i nb ow s
and happy endings;
the next it’s a tragic, vodka-fuelled
Russian novel. Just consider what
happened to Maggi, arguably one of
the year’s biggest corporate stories.
The controversy over harmful levels of lead and MSG in Maggi tastemakers got its 2-minutes of fame
when it consumed our nation. Just
last year, Maggi was celebrating its
standing in the hearts and minds of
Indian consumers.
The beloved brand that brings up
all types of childhood, hostel and
t r av e l m e m o ries, broke into IF ONE’S
the Top 5 Most LOOKING
Trusted Brands FOR AN
for the first time
INDIAN
i n 2 014, a lbeit
pl a c e d at t h e BRAND’S
lower end. In the RELA2015 edition of TIONSHIP
Brand Equity’s STATUS,
Mo s t T r u s t e d LOOK NO
Brands survey,
FURTHER
however, Maggi
has plummeted THAN
to 95. This poll MOST
finding proves TRUSTED
t h a t i f o n e ’s BRANDS
looking for an
Indian brand’s relationship status,
forget Facebook, look no further
than BE’s Most Trusted Brands.
Of course, turns out meri Maggi
is safe. And now its Swiss mother,
Nestle is going out of its way to win
back consumers’ trust, especially
that of Indian mothers, who put
their faith in Maggi every time
they served up a bowl at snack
time. Only time, or the next
edition of Most Trusted
Brands, will tell if Maggi
1
3
5
7
9
2
4
6
8
10
15
13
19
11
17
16
18
14
20
12
21 22 23 24 25 26 27 28 29 30
31 32 33
35
37
39
36
40
38
34
45
43
41
47
49
42
48
44
50
46
51 52 53 54 55 56 57 58 59 60
63 64 65 66 67 68 69
61
70
62
71 72 73 74 75 76 77
79
80
78
89
81 82
87
83
85
90
88
84
86
95
91
97
99
93
98
92
94
96
100
Tata
Salt
Colgate
[15]
Britannia
Samsung
Cadbury
Dairy Milk
[48]
[33]
Closeup
Pepsodent [24]
[52]
Rin [13]
Tide [23]
LIC
Thums Up
SBI [39]
Frooti
[10]
Amul
Complan [31]
Vicks
Garnier
[73]
Hero (two
wheelers) [103]
Cadbury
Choclairs [NA]
Whirlpool
Cinthol
[68]
[58]
Santoor [81]
Philips
Usha [116]
[102]
Parachute [43]
Taj Mahal
Tea
[108]
Harpic [76]
Tata
Docomo
Maggi
[5]
[143]
Godrej [115]
Appliances
Nestle Milk
Chocolate [72]
Nescafe [95]
Wheel [67]
Fevicol [45]
(Consumer
Durables) [85]
Maruti [112]
[110]
Lay’s [56]
Hamam
Boroplus
[83]
(Consumer
Durables) [93]
Vivel [107]
Zandu
Balm
[79]
Dabur
[124] Hair Oil
Pears [78]
LG (Consumer
Durables) [53]
7UP [54]
Aashirvaad
Iodex [87]
Slice [40]
[19]
[70]
Godrej
Hair Dye[122]
[66]
Kurkure
[77]
Tata Tea [51]
Titan [60]
(Consumer
Durables)
[71]
Godrej No 1
Sunfeast [59]
[41]
BSNL
Vaseline
Eno [113]
[69]
All Out
[47]
Sony
[36]
Moov [35]
Johnson &
Johnson [75]
[62]
Bata [9]
Limca [46]
Mirinda [55]
Fanta
Clinic
Plus [8]
Sprite
[44]
Idea [174]
Rasna [49]
(Consumer
Durables)
Sunsilk [34]
[32]
[42]
[37]
Videocon
[50]
Big Bazaar
Good knight
Parle [14]
Bournvita
Head &
Shoulders
[38]
[26]
Ujala [99]
Fair & [29]
Lovely
[28]
[21]
Coca-Cola
[20]
[17]
Ariel
Vodafone
Glucon-D
[57]
[18]
Pepsi
[4]
Pantene
Mobile Phones
[22]
Vim
Airtel
Maaza
[17]
Pond’s
[11]
[12]
(Consumer
Durables)
Lifebuoy
[3]
[7]
Samsung
[25]
Dettol
Surf Excel
[6]
Horlicks
[30]
[16]
2014 Rank: [1]
Lux
Dove
Vicco
Turmeric
[100]
Perk [92]
Dabur
Bingo
[146]
[NA]
(Toothpaste)
[111]
Himalaya
LG Mobile
Phones
[106]
is scripting a dramatic comeback
to the top or a painfully slow crawl
up the trust ladder. ( Read Maa &
Maggi – Status: It’s Complicated for
some indication.)
But it’s not all about calamitous
falls. If its good news you are looking for, Colgate has retained its
position as India’s Most Trusted
Brand for four years running. Tata
Salt has risen to No.2 from 16 last
year, and the reasons for its climb
are chronicled in the
THE MUCH
issue. (Read
TALKED
Salt Of The
AND WRITEarth.) If
TEN ABOUT
you
are
E-COMMERCE looki ng for
BRANDS ARE bigger leaps
consider
CONSPICUonal
OUS BY THEIR pc aerer sbra
nd
ABSENCE IN
Dove and
THE TOP 100. t e lc o I d e a .
SURPRISED? Dove’s strateg y to keep
it real has worked and consumers’
faith in the brand has propelled it
from No.30 last year to No.4. Idea,
on the other hand, has travelled a
massive 131 spots to inch closer to
its rivals Vodafone and Airtel, the
latter sitting pretty at 11.
Depending on your point of view,
it’s either surprising (or hardly
so) that the much talked and written about ecommerce brands are
conspicuously absent in the Top 100
Most Trusted Brands list. A finding that reinforces what we had
long suspected; consumer loyalty and trust, takes more
than big sales and bigger
ad budgets.
Stay tuned for our next issue for more stories analysing why India’s Most Trusted
Brands got to where they are
and how they intend to stay
the course.
IMAGING: SHUBHRA
Most Trusted Brands
Methodology 2015
M
ost Trusted Brands identifies brands that have
that most special ingredient: the consumer’s
trust.
C onduc t e d by Niel s en , Mo s t
Trusted Brands remains among
the largest researches of its kind
in India, with a design sample of
7,200 - distributed across socioeconomic classifications, age,
income and geography.
This year, at the first stage, sales
and media visibility data was analysed to arrive at a list of brands for
further discussion and shortlisting
for the MTB 2015 consumer survey.
After considerable brainstorming
between Brand Equity and the research team at Nielsen, a few brands
from the list were dropped and new
ones were added. 56 new brands
were added to the list this year - replacing brands scoring very low in
previous year’s ranking. Categories
such as mineral water made way
for more contemporary ones like
e-commerce and services. In total,
373 brands were considered for the
consumer survey this year.
Housewife (HW) – Any married
female and unemployed, age 15-60
years
Youth –15-25 years and not CWE/
HW
Older - 26-60 years and not CWE/
HW.
The survey was restricted to NCCS
( New Consumer Classi f ication
System) AB with a view to focusing
on the prime target audience for
most branded products and services.
BRANDS & ATTRIBUTES
All brands were divided into 12
different panels; each panel was
exposed to a matched set of respondents in terms of demographic variables of NCCS, age group, gender
and respondent category. Each respondent evaluated 31 or 32 brands
- each brand was evaluated by 600
respondents.
The list of statements used to evaluate the most trusted brands and the
attributes they represented.
Statements Attributes represented by the
statements
RESPONDENT PROFILE
ATTR1:
Chief Wage Earner (CWE) – The
person who makes the highest
contribution towards household
upkeep.
ATTR2:
ATTR3:
COVERAGE
The study was carried out in the
following 12 cities across India.
THINKSTOCK
Zone Pop starta
City
classification
ATTR4:
Always maintains a
high level of quality Quality
It is worth the price
it commands Value
for Money
I would always
recommend this
brand to my family and friends
Recommendation
This brand meets
my needs.
Understanding
consumer need
North Top 4 Metro
10L-40L
5L-10L
Delhi
Lucknow
Chandigarh
East
Kolkata
BRAND EVALUATION:
Patna
Stage 1: Each respondent was
Bhubaneswar asked to indicate the familiarity for each brand on a four-point
Mumbai
scale. The scale range would be: 1
Ahmedabad
- I have not heard of this brand; 2 - I
Indore
have heard of this brand, but know
Chennai
nothing about it; 3 - I have heard of
Bangalore
this brand and know a little about
Vijayawada
it; 4 - I have heard of this brand and
Top 4 Metro
10L-40L
5L-10L
West Top 4 Metro
40L+
10L-40L
South Top 4 Metro
40L+
10L-40L
know it quite well
Stage 2: The respondent evaluated
all brands that have been rated by
him/her, 3 or 4 on the familiarity
scale stated above. Those who rated
a brand 1 or 2 on familiarity scale
were not asked to evaluate the brand
(their individual brand trust score is
considered to be 0)
Overall rating : The evaluation
was done at an overall level for each
brand by indicating his/her rating
on a 10 point scale where 1 stands
for “Extremely poor” and the 10 for
“Perfect in every way”
Respondents were then asked to respond to a battery of four statements
that define brand trust on a ‘1’ to ‘10’
scale where ‘1’ would mean that the
statement ‘doesn’t apply to the brand
at all’ and ‘10’ would mean that the
statement is ‘completely applicable
to the brand’.
Stage 3: The final brand rating is arrived at through the following steps: Step 1:
Calculate a
brand trust score for each respondent = [(0.5*Overal l) +
(0.5*(Attr1+Attr2…+Attr4)/4)]
Step 2 : Multiply the brand
score by the familiarity score /
weight. This were either 3 or 4
as those rating the brand 1 or 2
on familiarity are directly considered to have a brand trust
score of 0

Step 3: The total of all the
brand scores (across respondents) is calculated and then divided by
the total number of respondents (including
those who give brand
scores of 0) i.e. the average is taken on the overall
base of respondents who
were asked about that
brand, i.e. coded 1/2/3/4
in familiarity scale. to get
the overall brand score
Thus, the final score for each
brand is on a base of all respondents,
irrespective of their level of familiarity.
This final rating for all the brands
is directly compared and sorted in
descending order to determine the
Most Trusted Brands.
Inside
Pg2
Pg4
Pg5
Pg6-7
Salt of the
Earth
Maggi’s back
Trust in a Time
of Mistrust
Where Do
They Stand
Gainers &
Losers
Size of the
Wallet
Tata Salt Scores Big
Trust by
Gender
But will its core
audience return?
Trust by
Zone
By Ogilvy’s Madhukar Sabnavis
Trust By Category
THE ECONOMIC TIMES
Salt of The Earth
I
has been enhanced in lockstep across
segments by deploying smaller SKUs (1/2
kg and 100g) to drive distribution reach
in lower pop strata towns, as they offer an
affordable entry option for new users who
current go in for local or regional brands.
In a country like India, which is more
like a continent, it is essential to treat
key states/regions as
distinct markets, with
initiatives tailored to
their unique characteristics, shares Arora.
Accordingly, in some of
its significant markets
in the South, the efforts
have been around boosting the equity of Tata
RANK
Salt by creating communication packages
with relevant messaging, packaged in a
regional flavour and appeal. Alongside
the team working on the ground, to facilitate increased distribution and coverage.
For instance in Andhra Pradesh, locally
popular celebrity chef ‘Sanjay Thumma’
was chosen as the ‘expert’ to help communicate the brand’s superiority in terms of
consistency of saltiness.
In a world where brands mostly resort
to either Bollywood or cricket, Tata
Salt broke the mould and opted for the
lady boxer from Manipur Mary Kom
to represent it’s ‘desh ka namak’ positioning, something that has helped it
remain top of mind in a category that
is not particularly high involvement.
As per Satbir Singh, chief creative
officer, FCB Ulka (the agency behind
the campaign) there were two reasons
for the high connect and recall, “The
Indian idiom of ‘desh ka namak khaya
hai’ captured the dominant sentiment of doing something for the nation.”
Added to that was a much loved female
star from a sport not generally known
for women and from a largely underrepresented part (in advertising, for sure)
of our country, helping it cut through
clutter superbly, he says. The journey to
the top of the trust-mountain for the salt
brand has been a rather sweet one.
2015
RANK
2
16
2014
We have created a singular brand
identity across all products in the
Tata Salt portfolio
Richa Arora,
COO – Consumer Product Business,
Tata Chemicals
shop, in the store room, to being visible
on shelves it has rolled out structured
visibility programmes in select 10 lakh
plus population strata towns. The focus is
on the nuts and bolts like merchandising
norms, standardized POPs, display windows at key outlets, etc all of which have
helped it remain at the top. Availability
2
Bunty
Aur
Babli
It’s moved up the ranks to be second only to the seemingly unassailable Colgate. Here’s what Tata
Salt did right to get to No 2, in the BE Most Trusted Brands Ranking 2015 By Amit Bapna
It was not too long ago that the
eponymous ‘desh ka namak’,
Tata Salt, was in the midst of a
controversy: when two radio
spots were termed scams at
the Goafest Abby 2013. What
was surprising is the agency’s
perfidy was outed by none other than the
client Tata Salt showing the advertising
industry that it took its rather lofty tagline very seriously indeed.
We assume the same degree of attention
to its consumers has led it to win a trophy
more prized than anything any ad award
body can hand out — runnerup in the BE
Most Trusted Brands Survey, following
a startling rise to 2 from 16 in 2014 and 28
in 2013.
Helping it along is first mover advantage: it pioneered branded salt in India
when it was launched in 1983 and today
occupies more than half of the market.
As per Richa Arora, chief operating officer, consumer products business, Tata
Chemicals, “We have created a singular
brand identity across all products in
the Tata salt portfolio viz Tata salt, Tata
Salt Lite and Tata Salt Plus (double fortified salt); so irrespective of which salt
the consumer chooses to buy, there
is a reinforcement of a consistent
brand identity.” Very few brands in
India, across categories, can lay claim
to be ‘desh ka.’ And the ubiquitous salt
brand can stake claim to that unique
aspiration.
The brand to its credit has not been
sitting easy on the laurels of owning a
humongous marketshare and has been
actively pursuing growth through a
variety of initiatives. For instance it has
upped the on-ground visibility of the
brand at the last mile of truth – the retail
store. From being kept at the back of the
Men, women and the
different brands they
choose to trust
Male
Female
1
2
3
4
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
Dettol
Dove
Lifebuoy
Samsung
(Consumer Durables)
5
6
7
8
9
10
11
12
Horlicks
Samsung Mobile Phones
Tata Salt
Surf Excel
Colgate
Maaza
Britannia
Cadbury Dairy Milk
13
14
15
16
17
18
19
20
21
22
23
24
25
Lux
Big Bazaar
Glucon-D
Pond’s
Closeup
Pepsi
Airtel
Titan
All Out
Frooti
Fevicol
Bournvita
BSNL
Colgate
Fair & Lovely
Tata Salt
Airtel
Vim
Lux
Dove
Clinic Plus
Dettol
Pantene
Maaza
Bournvita
Horlicks
Lifebuoy
Pond’s
Sunsilk
Surf Excel
Coca-Cola
Samsung
(Consumer Durables)
20 Ariel
21 Amul
22 Britannia
23 Parle
24 Pepsi
25 Glucon-D
[email protected]
Roti, Kapda Aur Dukaan
Trust is not merely about gender. It’s also about age and vocation
CHIEF WAGE
EARNER (CWE)
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Dettol
Dove
Lifebuoy
Colgate
Samsung (Consumer Durables)
Horlicks
Airtel
Surf Excel
Big Bazaar
Maaza
Lux
Britannia
Vodafone
Coca-Cola
Parle
Pond’s
State Bank Of India
Pantene
Head & Shoulders
Vim
Bournvita
Tata Salt
Ariel
All Out
Cadbury Dairy Milk
Good knight
Rin
Maruti
Moov
HOUSEWIFE
(HW)
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Fair & Lovely
Tata Salt
Clinic Plus
Dove
Glucon-D
Colgate
Dettol
Vaseline
Surf Excel
Sunsilk
Pepsodent
Closeup
Maaza
Vim
Pantene
Britannia
Lifebuoy
Amul
Pond’s
Horlicks
Airtel
Complan
Godrej Hair Dye
Tide
Cadbury Dairy Milk
Pepsi
Head & Shoulders
Idea
Frooti
15-25 YEARS
EXCLUDING CWE/HW
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Dove
Cadbury Dairy Milk
Dettol
Colgate
Tata Salt
Maaza
Lifebuoy
Lux
Coca-Cola
Pantene
Pond’s
Airtel
Thums Up
Horlicks
Closeup
Vodafone
Bournvita
Frooti
Glucon-D
Big Bazaar
Britannia
Fair & Lovely
Good knight
Pepsi
Surf Excel
Clinic Plus
All Out
Kurkure
26-60 YEARS
EXCLUDING CWE/HW
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Colgate
Horlicks
Vim
Lux
Bournvita
Pepsi
Tata Salt
Surf Excel
Glucon-D
Airtel
Britannia
Lifebuoy
Ariel
State Bank Of India
Pond’s
Good knight
Dettol
Pantene
BSNL
Sunsilk
Rin
Limca
Maaza
Vodafone
Dove
Closeup
LIC (Life Insurance Corporation )
Head & Shoulders
THE ECONOMIC TIMES
Maa & Maggi
Post the controversial exit, instant noodle brand Maggi has identified winning back the mother’s trust as the
key to its chances of survival and succeeding in India. Are moms listening? Amit Bapna & Delshad Irani find out
Status: It’s Complicated
I
t’s a grand fall by any standard. In the wake of the recent
controversy surrounding
lead content and MSG levels
in Maggi, the country’s most
popular noodle brand has
plummeted to an unbelievable 95th rank in this year’s BE Most
Trusted Brand Survey. This for a category-creator like Maggi, from the Swiss
headquartered Nestle,
that has been amongst
the top ranking brands
for the past many years
(it ranked at number
5 in 2014) is quite a
shocker. It also mirrors
the fact that consumer
trust cannot be taken
for granted however big
the brand may be, and
however well planned
its comeback strategy.
The Indian regulatory
authorities, for now,
have given a go-ahead to the brand
and it has been in a huddle working
on a gameplan to reclaim consumer
trust with messages across TV, print
and digital media. Sources close to the
company, on condition of anonymity,
4
2015
RANK
95
point out that the brand is pretty sure
and clear that it has to work hard on
convincing the mother, who would really be the gate-keeper to a successful
re-entry. Which itself may be a task
since in the wake of the controversy,
most mothers, are not too sure about
how good or bad the noodle is for her
children. (Read ‘What Maa Wants’).
Feels Dheeraj Sinha, chief strategy officer, South & South East Asia,
Grey, “The mother would
certainly be looking out for
the cues of reassurance.”
The doubts are at best small
and niggling and if they are
addressed upfront, we are a
forgiving nation, he adds. The
brand is in a bit of a catch-22
situation. Talking directly
to the kids is something that
the brand can ill-afford owing to the global charter that
the parent brand Nestle has
signed to stop advertising and
promotional activities targeted at children below 12 years. It’s a predicament
that the noodle brand has to resolve
even as it gets ready to re-establish itself in its biggest market.
2014
RANK
5
CONSUMER
TRUST CANNOT BE
TAKEN FOR
GRANTED
HOWEVER
BIG THE
BRAND
MAYBE
[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]
founder - First Moms Club
(online community for Indian moms)
A
Dr Ashima Acharya [45]
surgeon
‘‘M
umma! I’m hungry!” calls in
the Acharya household were
usually quietened with 2-minute Maggi noodles, which take a minimum
of 10 minutes to make, really. Dr Ashima
Acharya, her daughter, Nikki (15) and son,
Aloba (12) would eat Maggi about twice or
thrice in a week, at least. Acharya has been
a Maggi consumer since her medical college
days when Nestle had more adventurous
tastes like sweet ‘n’ sour and lasagna flavours. She says her family has never been
“hooked” on Maggi, but it has always been a
go-to snacking option. And during Maggi’s
hiatus this year, the Acharya family would
often, during their travels, pick up Maggi
packets whenever they found some still on
shelves in smaller cities. Says Acharya about
Maggi’s unsafe status and the presence of
harmful levels of lead, “I didn’t hear about
this till much later, when my friends and colleagues were sharing funny forwards. But
even then I didn’t bother about these accusations. All big companies run into some major
controversy,” she says, putting the whole
episode down to the possibility of corporate
sabotage. “If Maggi was poisonous surely
someone would have checked or said something during the decades it’s been around.”
The fact is Maggi to Acharya was never about
nutrition and health. It was always convenience, taste and satisfying sudden hunger
pangs and cravings. So how does she react to
Maggi’s comeback campaign in which mothers express their anxiety about having failed
as mothers when they fed their offspring
bowls full of masala lead? “I haven’t seen the
commercials. But I didn’t believe the charges
to begin with.” And as for doubting parenting skills, she says, “We did what we did.” So,
keep calm and eat Maggi.
n ex-advertising professional, Dar
Shah is a mother of two precocious
kids, Vivaan (10) and Jai (6). She
confesses to never being a big fan of Maggi
Noodles or being sentimental about it
and for better or worse her children also
didn’t quite take a liking to it so no real
impact made on her life with or without
Maggi. “To be honest the only good thing
that came out from the whole Maggi controversy was that it made me really think
Kshama Rao
[42]
senior producer, Hotstar
I
of all the other packaged food items that
we bought regularly.” Post which, she has
started looking for healthier alternatives.
If it was about Maggi, for starters, “I’d
like to see clear evidence on every pack
reassuring me that it’s safe to consume.”
For mothers, while the controversy being
resolved may remove doubts from their
minds, positioning Maggi as the best for
their children is stretching it a bit too far,
she feels. “Moms always looked at it as a
convenient treat for their children and
not as a superior snack.” If they wanted
to speak to moms, the advertising professional in her thinks they would have been
better off showing the kids rejoicing and
the mom agreeing to go with it and giving
them Maggi.
f Kshama Rao’s teenage son Sarthak had
his way he’d eat Maggi “all the time.”
But he never did. Because the motherson duo would restrict their instant noodles
consumption to twice a week. Occasionally
Rao’s mother-in-law would eat a bowl of
Maggi, too. Once Rao’s son was old enough
to operate heavy machinery and a stove
top, he didn’t need his mum’s permission
to whip up a 2-minute batch of the squiggly
stuff whenever he was hungry. It was now
Rao’s turn to request for a spoonful or two,
and employing “emotional blackmail” as
a battle tactic was not beneath her. All that
changed, of course, when Maggi was accused of being “unsafe”. Soon it
was conspicuously absent from the section that houses instant noodles
at supermarkets, shattering the one solace for some of us who are in perpetual and deep lethargy. But, now Maggi is back and Rao’s son, for one,
is happy. Mother, on the hand, is somewhere between indifferent and
cautious. “I don’t trust them,” she tells us. That’s despite ads assuring
her and other Indian mothers that Maggi has been tested and was found
to be absolutely safe for human consumption. “I used to enjoy eating
Maggi. I personally feel let down,” she says. Her son’s devotion, however,
is unwavering. “I know I can’t stop him from eating Maggi. He’ll just buy
it himself. But I certainly will not encourage it and I will try to talk him
out of eating Maggi.” And, while their methods might vary, we all know
mothers are masters of the art of persuasion.
1
2
3
4
5
6
7
8
9
10
Colgate
Horlicks
Lifebuoy
Tata Salt
Dettol
State Bank Of India
Surf Excel
LIC
Dove
Pond’s
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2
3
4
5
6
7
8
9
10
Cadbury Dairy Milk
Idea
Parle
Godrej No 1
Colgate
Pantene
Coca-Cola
Dove
Lifebuoy
NORTH
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2
3
4
5
6
7
8
9
10
F
Bulbul Satsangi [36]
blogger
M
other to a 3 year old boy,
Satsangi recalls being introduced to Maggi at the
young age of 12. She recalls making noodles for her then boyfriend
(and now husband) on a single
burner stove in a broken aluminum pan. “We would dry roast
Maggi in butter and then add just
half the water as recommended
and the taste of that Maggi shared
still lingers.” Since I was a teen
then, eating Maggi brings back
those memories of romance, reckless passion and enthusiasm and
optimism of conquering the world,
she adds. She kept her son away
from it till he was about 2, more
because he was prone to an allergy with all processed foods and
the day he was declared all clear,
Maggi was cooked to celebrate, she
shares. The controversy has made
her rethink the way she shops for
processed or semi processed foods,
and for a long time she avoided all
canned foods and anything with
preservative and colour. “I even
bought a noodle maker lest Maggi
takes a long time to come back.”
To make me a Maggi consumer, all
they have to do is try to find a way
to not get it categorised as junk
food, she adds. And she does not
want to know about MSG levels,
whether they be permissible or
non-permissible. “I want it out. If
it’s harmful, how does having it
within permissible limits makes it
justified?” she asks.
or Pallavi, Maggi was her
first love in high school and
college, and she recalls having had Maggi in whatever form
one could have (including raw
Maggi sprinkled with tastemaker)
and at all possible time zones.
But after her son was born (she is
mother to 8 year old Arjun), she
recalls becoming cognisant of the
fact that the noodle brand is not
high on nutrition. “Maggi still
topped my grocery list and one
could always find at least one packet in my kitchen any time of the
day although its consumption was
limited to rewards for doing something good, evening snacks and
meal options during vacations.”
The controversy to her was a relief
in a way since it was a wake-up
call of sorts. “It made me think if
a staple food like Maggi could be
contaminated so could other food
items that we buy constantly.” All
of a sudden she was forced to think
of other healthier alternatives
and chuck out the junk from her
kitchen. Her family would still love
to eat their favorite noodles but it’s
a slightly long road for us, she says.
With growing awareness towards
health, many parents think twice/
thrice before buying anything
that’s faced any controversy. “I
personally would like to buy some
more time and make sure it’s absolutely safe for my kid before I add it
to my grocery list.”
At Your Service
Change of geographies alters the way consumers place trust in the
brands. A zone-wise peep into rankings across India
WEST
AVP, Citibank
A
s a mother, Payal is not
yet convinced about giving Maggi to her twin
daughters, Pink and Pari, and the
comeback communication so far
has not done much to convince her
either. She feels either they are
being too wary or too smart about it. “If Maggi convinces me through
an official announcement or an ad (like Cadbury did during the worm
controversy) that it is absolutely safe for my kids as well, I would have
no issue letting them have it once in a week or so”, she says. The digital
campaign talking to mums, while not a great creative solution did fit
well strategically given the situation. They could have been more real
though: real mums with real worries and stories, she feels. “It was a
serious issue and I found the videos too dramatically scripted.” Even
though it is an age-old trusted brand which we have grown up with, as
a mother she has refrained from consuming it especially since she has
kids in the house. “They too like Maggi, so if we are seen consuming it,
it wouldn’t be a very happy moment.”
Zoning It Out
EAST
Pallavi Malik [34]
content director, The Word Jockey
Content Studio
Tata Salt
Dettol
Fair & Lovely
Lux
Colgate
Haldiram’s
Tata Tea
Maaza
Dove
SOUTH
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5
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8
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10
Dove
Colgate
Horlicks
Rin
Pantene
Tata Salt
Dettol
Complan
Pond’s
Here are the goods and services that managed
to bag the consumer’s elusive seal of approval
PRODUCT
BRANDS
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8
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10
Colgate
Tata Salt
Dettol
Dove
Lifebuoy
Horlicks
Lux
Maaza
Surf Excel
SERVICE
BRANDS
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2
3
4
5
6
7
8
9
10
Airtel
Vodafone
Big Bazaar
SBI
LIC
Idea
BSNL
Tata Docomo
Aircel
I C I C I Bank
THE ECONOMIC TIMES
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
P
roducts are getting
commoditised. So
brands are moving
to the next level of
communication: from
‘proposition’ to ‘purpose’; from ‘fulfilling’
human desires to ‘inspiring’ consumers to live fuller and better lives. Yet,
the basic reason for brand’s existence
is coming under question — trust.
Ignorance is bliss. Knowledge is
power. But knowledge can also create
doubts and fears of which the ignorant
would be unaware. Doctors have to answer many more questions today than
in the past, as patients come armed
with Googled knowledge on symptoms
or their medical reports. Doctors are
also no longer the only credible source
of information on illnesses. There
are more scientific researches published than ever before. Though some
could be of questionable protocol, the
results in the public domain creates
confusion and doubts in the minds of
readers. Marketing and advertising
hasn’t helped its cause either by sending out so many ‘fact based’ messages
of stronger, faster, better, tastier and
healthier. Many come with asterisks.
Often they are challenged by counterpoints from competitors. One doesn’t
know whether they are seen as actually credible or have become blind
spots in the minds of the receivers.
This adds to the information overload
and noise a consumer is exposed to.
Three environmental factors are
affecting consumer trust in brands.
First, the democratisation of information. Consumers are getting to know
more and more about products and the
way they are made including details
of inputs that go into their making.
Sometimes, it could be half knowledge
but one can’t blame consumers for
that. It is the brand’s responsibility to correct such information. An
unhealthy ingredient to make a food
product look and taste better is unacceptable to a health conscious mother.
And in a choice filled world, she can
opt for something else easily. Brands
can’t take refuge in claims like “street
food being twice as unhealthy.”
Second, consumers are getting more
socially conscious. Hence, they are
subjecting brands to higher standards
of social behaviour. A super market
giving everyday low prices on the back
of sub normal wages to immigrant
BRANDS HAVE CREATED HALOS AROUND THEMSELVES. THEY NOW NEED TO BE MORE ACCOUNTABLE FOR EVERYTHING THEY SAY AND DO
ANIRBAN BORA
workers will be seen as exploitative.
Third, with the growth of traditional
and social media, news and views are
spreading faster than ever before.
And consumers now have a platform
to voice their opinions. And we know
‘bad’ news has the propensity to
spread faster than ‘good’. An automobile with ‘defective air bags’ in just
a few cars in a batch isn’t insulated.
Social media ensures it spreads
like wild fire.
All this means brands are being
Biggest Gainers
in the Top 100
Brands of 2015
2015
Rank
2014
Rank
43
65
88
62
73
97
75
18
13
71
174
122
143
113
124
146
116
57
48
103
Biggest Declines in the
Top 100 Brands of 2015
2015 2014
Rank Rank Brands
Brands
Idea
Godrej Hair Dye
Vicco Turmeric
Eno
Dabur Hair Oil
LG Mobile Phones
Usha
Pantene
Vim
Hero (two wheelers)
To Be Or Knot To Be
Unmarried consumers tend to be more hedonistic
Married
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5
6
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8
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10
Colgate
Tata Salt
Dettol
Lux
Dove
Airtel
Horlicks
Lifebuoy
Vim
Fair & Lovely
Unmarried
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2
3
4
5
6
7
8
9
10
Dove
Dettol
Maaza
Colgate
Cadbury Dairy Milk
Lifebuoy
Tata Salt
Horlicks
The New Consumer
Move over SEC. Presenting the first round of MTB with NCCS
NCCS A
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3
4
5
6
7
8
9
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Colgate
Tata Salt
Dettol
Dove
Britannia
Lux
Cadbury Dairy Milk
Horlicks
Lifebuoy
NCCS B
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4
5
6
7
8
9
10
subjected to higher scrutiny than ever
before. The fact that they are better
and safer than the commodity stuff, in
many categories, is not good enough.
Neither is being “legally right” an
adequate answer. Brands have created halos around themselves. They
now need to be more accountable for
everything they say and do. After
all, a brand is a public promise and a
reassurance of quality on the back of
which it charges a premium. So, this
quality needs to be delivered at every
Dove
Lifebuoy
Dettol
Horlicks
Tata Salt
Good knight
Maaza
Glucon-D
Surf Excel
58
80
36
37
93
96
33
68
34
61
19
43
8
9
67
72
10
45
13
41
Kurkure
Parachute
Clinic Plus
Bata
Wheel
Nestle Milk Chocolate
Frooti
Fevicol
Rin
Vicks
or a brand overhaul has to be thought
point — from production to product
through. Finally, there needs to be
performance to promotional mesconstant dialogue between brand and
sages. Any shortfall, will be a breach
consumer to ensure the above two hapof trust.
pen: upgradation and quick reaction.
Clearly, brands live in a tougher
Transparency and honworld. A world of accountesty is the name of
ability and fragility. And as
MADHUKAR
the game.
creators, we need to work
SABNAVIS
Corporates need to
harder to earn the trust and
guard against short term
affinity of our consumers.
thinking that can affect
For this, we need to recoglong term trust. A short
nise that there are other
cut today could harm
stakeholders in the process
brand trust few quarters
besides the marketer and
later. And we know from
consumer. The regulators
everyday relationships,
and the social influencers
trust once broken is hard
are part of the brand buildCorporates to regain.
ing process. Winning them
over and keeping them won
need to guard We can blame consumis as important as reaching
against short ers for making judgethe end consumers.
term thinking ments based on half
floating
To keep the trust going,
that can knowledge
around. It doesn’t solve
brands need to consciously
affect long our problems. Brands
nurture the relationship.
term trust have the responsibility
Three things could be
to stay true to what they
done. First, a need to keep
have promised and do so
the product and its process
in a socially conscious way. So, while
constantly upgraded in keeping with
it is exciting for brands to send inspithe changing social environment.
rational messages, they need to simulUpping safety standards of food and
taneously guard the trust earned, else
cars, for example, has to be an ongoing
the emotions will sound hollow.
process. As said already, being legally
right is not good enough. Second, no
problem is localised or too small to
Madhukar Sabnavis is
ignore. Marketers need to assess
Vice Chairman- Ogilvy and Mather
early and action needs to be taken
India. Views expressed
fast. Whether it is just a local action
are personal.
THE ECONOMIC TIMES
6
Where Do They Stand?
TRUST BY CATEGORY: HOW BRANDS STACK UP IN THEIR RESPECTIVE TERRITORIES
Airlines
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2
3
4
5
Consumer Durables
Air India
Jet Airways
Indigo Airlines
Spicejet
GoAir
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7
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9
10
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12
13
14
15
16
17
18
19
20
Recently discovered photos from Air India’s bygone
Flying Palace era in the
1970s show an actual bar in
the top deck and walls decorated with images from Indian mythology and history.
A far cry from the rather
functional planes of today.
Apparel
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5
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7
8
9
10
Raymond began life in 1925 as a
Raymond
woolen blankets manufacturer. In
1992, Nexus Equity created ‘The
Complete Man’, not in the FrankenLee
stein sense, of course.
Siyaram’s
Peter England
Levi’s
Killer
Pepe Jeans
Allen Solly
Van Heusen
Arrow
Auto Four wheelers
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5
6
7
8
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10
Maruti
Tata Motors
Honda
Hyundai
Mahindra
Toyota
Ford
Fiat
Skoda
Renault
The car with the highest market share had a rather choked
start. Way back in the late 70s,
in its earliest form, it was touted to be the unfulfilled brainwave of Sanjay Gandhi. It was
partially owned by the government as recently as 2007.
Ecommerce and services
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The country’s largest
automobile company, is
a laggard in the passenger cars segment. Soccer
icon Lionel Messi has
been appointed as the
global brand ambassador
to change its passengervehicle’s fortunes
Auto Two wheelers
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5
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7
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9
Hero
Honda
Bajaj
TVS
Yamaha
Suzuki
Mahindra
Vespa
Royal Enfield
(Bullet)
The ‘Hum mein hai
Hero’ campaign came to
light after L&K Saatchi &
Saatchi’s Praveen Kenneth wrote to the Munjals every three months
for nine years. He also
visited them twice a
year without bagging
any business. This
dogged pursuit got
Law & Kenneth the
Hero MotoCorp
account in 2011.
Flipkart
Quikr
Olx
Snapdeal
Amazon
Yatra
Jabong
Myntra
Paytm
BookMyShow
Cleartrip
FreeCharge
MakeMyTrip
Tiger Global was the
second VC fund to
have invested in Flipkart after Accel India.
Apparently, it cold
called Flipkart’s customer service number
to speak to the Bansalduo and make an offer.
Tiger Global has
recently raised stake in
the Bansal’s rival and
ex-employer Amazon.
com. Time for some
cold calls from the
other end, perhaps?
The employees of the
online event and
movie ticket booking
site/app give discount
coupons printed at the
back of their business
cards. The cards are
cut in the shape of
movie tickets as well.
B2B marketing 3.0
Mobile Handsets/Tablets
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5
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10
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12
13
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Once Audrey Hepburn
hopped on Gregory Peck’s
Vespa in Roman Holiday, the
scooter’s popularity and sales
soared even outside Europe
Chocolates/Confectionery
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5
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10
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12
13
14
15
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17
18
19
20
Samsung
The Samsung Group is
rumored to be responsible
Sony
for roughly 20% of South
Korea’s GDP.
LG
Another Korean warhorse
Usha
where LG stands for Lucky
Goldstar that eventually
became synonymous with
Philips
the tagline ‘Life Is Good’.
Whirlpool
Godrej Appliances
Videocon
Onida
Panasonic
Bajaj Appliances
Kelvinator
Orient Fans
The trio of Bollywood
Sansui
baddies - Prem Chopra,
Ranjeet and Shakti Kapoor
Voltas
appeared in a commercial
for Havells together.
Havells
Hitachi
Blue Star
TTK Prestige
IFB
Cadbury Dairy Milk
Cadbury Choclairs
O&M’s Piyush Pandey
wrote the jingle for the
Perk
iconic Real Taste of Life
on a boarding
Nestle Milk Chocolate campaign
pass on the way back
from a long awaited
Kit Kat
vacation in America
which got cut short by a
pitch to retain Cadbury
5 Star
Dairy Milk.
Center Fresh
Gems
Munch
Nestle Eclairs
While India
Mentos
has just about
got Kit-Kat
Dark, Japan
Mint-o
has seen
200 flaAlpenliebe over
vours. Some
of the more
Halls
outré ones
include green
tea, blueberBoomer
ry cheesecake
the soon to
Candy Man and
be launched
gold foil covChlormint ered variant
Kinder Joy
Tic Tac
Poppins
In June 2007,
Samsung
Apple launched
the “Jesus
LG
Phone”. Steve
Jobs had,
uncharacteristiMicromax
cally, set a sales
goal of 10 milMotorola
lion for 2008.
They didn’t meet
it. But by March
Karbonn
2015, the comhad sold
Sony Xperia pany
700 million
iPhones.
iPhone
Intex
Lava
HTC
Lenovo
Panasonic
Microsoft Lumia
Gionee
OPPO
Edible Oils (Refined)
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2
3
4
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3
4
5
Asian Paints
Nerolac Paints
Berger Paints
Dulux Paints
In 1954, RK Laxman created one of India’s
most iconic brand mascots. But the company
still needed a name for him. In an early
crowdsourced campaign, they ran a ‘Give Me
A Name’ contest, with `500 as the prize.
They received 47,000 entries. The winning
entry was the name “Gattu”.
OTC
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10
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20
Glucon-D
Moov
Vicks
Eno
Zandu Balm
Iodex
Crocin
Emami’s reacted to
inadvertently being coopted into pop-culture
by suing the producers
of Dabangg for the song
Munni Badnaam Hui
which included the line
Main Zandu balm hui…
The story had a typical
Bollywood happily ever
after conclusion though,
with Zandu settling out
of court and recording a
35% growth in the quarter following the film.
Nycil
Hajmola
Amrutanjan Balm
If Zandu Balm shied away
Disprin
from raunch, Amrutanjan
embraced it wholeheartedly
Saridon
with its relaunch campaign that
featured risqué situations right
out of seedy books sold outside
D’cold
railway stations and the seamiBand-Aid er parts of the internet.
Boroline
Krack Cream
Itch Guard
Pudin Hara
Volini
Strepsils
While it heads
the leaderboard
on oil, it’s also a
poster child
for life
beyond oil,
having
extended to
oats and muesli.
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2
3
4
5
6
7
8
Bata
Reebok
Action Shoes
Adidas
Liberty Shoes
Woodland
Nike
Puma
King Khan’s
long dalliance
with endorsements began with
Liberty shoes. The
ad focused on
SRK’s feet and
didn’t have a single shot of his face
Hair Oils
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2
3
4
5
6
7
Dabur Hair Oil
Parachute
Himani Navratna
Hair & Care
Bajaj Almond Drop
Nihar
Keo Karpin
Foreign Banks
1 Citibank
2 HSBC
3 Standard Chartered
Life Insurance
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2
3
4
5
6
7
8
9
10
Private Sector Banks
LIC
SBI Life
Reliance Life
ICICI Prudential Life
Birla Sun Life
HDFC Life
Bajaj Allianz Life
Tata AIA Life
Max Life
Kotak Life
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3
4
5
6
7
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ICICI
Axis
HDFC
Kotak Mahindra
Yes Bank
IndusInd
The Federal Bank
With RBI’s deregulation on Savings Account
interest rate, 2011 became a game changer in
the marketing history of Kotak Mahindra Bank.
They got Cartwheel to introduce Mr know-it-all
Subo (aka Vinay Pathak) for their campaign,
who urged people to open a savings account in
the bank for they were offering 6% interest
instead of 4%. “Don’t look at it as 2% more but
as 50% extra,” resounded with many.
Fabric Care
As of the year ending
Colgate
2014, Colgate globally
had
30 toothpaste and
Closeup
43 toothbrush brands
only. The same year,
Pepsodent
Colgate also claimed
19.7% reduction in
gas intenDabur (Toothpaste) greenhouse
sity as compared to
the year ending 2005.
Oral-B
Not all things ending
with ‘Gate’ are scandalous, you see.
Babool
Vicco Vajradanti
Anchor
Sensodyne
Saffola
Fortune
Sundrop
Ruchi Gold
Gemini
Footwear
Founded in 1956 with the merger of 245
insurance companies and provident societies. Its Sanskrit slogan Yogakshemam
Vahamyaham translates to “Your welfare is
our responsibility”
Oral Care
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3
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5
6
7
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9
Paints
PSU Banks
Hindustan Lever
Surf Excel almost
took Lalitaji,
the sharp housewife
Ariel
who spoke to consumers on behalf of Surf in
the 80s, off air when a
Rin
poll revealed she was
the most hated woman
Tide
on TV. The next finding, however, revealed
that samajdar Lalitaji
Ujala
was also the most
watched.
Wheel
Nirma
Robin Blue
Godrej Ezee
Henko
Ghari
Fena
Comfort (Fabric Conditioner)
Vanish (Stain Remover)
Genteel
The reason Lalitaji came to be. Nirma is the challenger brand that rattled Surf to its very core, and gave us
the jingle that became a generational soundtrack:
“Doodh si safedi Nirma se aaye, rangeen kapda bhi
khil khil jaye” Although it’s no longer on air, DJs are
scripting its revival with millennials dancing to the
track the iconic Nirma girl in a white dress twirled to.
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2
3
4
5
6
7
8
9
10
State Bank Of India
It is justifiably famous
Bank of India
for its 21,000 plus ATM
networks across India,
but did you know SBI
Canara Bank
had 194 offices in 36
countries?
Indian Bank
Punjab National Bank
Central Bank Of India
Bank Of Baroda
Union Bank of India
IDBI Bank
Dena Bank
Watches /Accessories
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2
3
4
5
Titan
Sonata watches
Timex
Fastrack
Ray-Ban
The inimitable background score
that plays in your head the moment
you think ‘Titan’ is a 30 second
excerpt (from 1:31 to 2:00) that A R
Rahman re-arranged from Mozart’s
Symphony No 25, G minor.
Cold Beverages
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2
3
4
5
Maaza
Coca-Cola
Pepsi
Thums Up
Frooti
1) A typo. 2) Could be wit.
3) Because the ‘B’ in ‘thumb’
is silent. 4) Could be a particularly strong dislike for the
letter ‘B’. All possible answers
to ‘Why there’s no letter ‘B’ in
Thums Up’ The company has
left it to the devices of urban
myth makers.
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7
8
9
10
Rasna
Limca
Sprite
Slice
Fanta
When Katrina Kaif
featured in the ‘Aamsutra’ campaign in
2008-09, Slice became
the first brand in the
juice and juice drinks
category to sign a Bollywood actress as a brand
ambassador.
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12
13
14
15
Mirinda
7UP
Amul Kool
Real Juice
Tropicana
Also a slang term for moonshine. No wonder then one
old Mountain Dew sign read:
“It’ll tickle yore innards!” PepsiCo launched it in India in
2003 with the tag line ‘Cheetah Bhi Peeta Hai’ before
eventually moving on to ‘Do
The Dew’.
16
17
18
19
20
Mountain Dew
Tang
Minute Maid
Red Bull
Paperboat
THE ECONOMIC TIMES
Household Care
You have real-life Pundits
chanting mantras with an addon: Yeh guttbandhan (communion) Fevicol ka jod hai, tootega
nahin. You have reel-life celebrities like Kareena Kapoor swinging on item songs where she’s
urging Salman Khan to stick her
“photo” on his heart “Fevicol
se.” With friends like these, who
needs validation?
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8
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10
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12
Vim
Good knight
All Out
Fevicol
Harpic
Mortein
HIT
Lizol
Domex
Colin
Pril
Mr. Muscle
1
2
3
4
5
6
7
8
9
10
11
12
13
14
Big Bazaar
Reliance Fresh
Pantaloons
Reliance Digital
Lifestyle
Reliance Trends
Spencer’s
Shoppers Stop
HyperCity
Croma
Westside
Ezone
Fabindia
Crossword
Telecom
1
2
3
4
5
6
7
8
9
10
In 2003, the Hutch dog, a pug
called Cheeka, who followed you
wherever you went, won the
nation’s heart. The next time
Vodafone pulled off a campaign
that became a cultural reference
it was with the pot-bellied aliens,
Zoozoos in 2009.
Airtel
Vodafone
Idea
BSNL
Tata Docomo
Aircel
Reliance Communications
MTS
Uninor
MTNL
Food Services
1
2
3
4
5
6
7
8
Pizza Hut
Domino’s
McDonald’s
Café Coffee Day
KFC
Subway
Costa Coffee
Starbucks
Gordon Bowker, cofounder of Starbucks,
wanted to name the company ‘Pequod’ after the
eponymous ship in one of
his favourite novels –
Moby Dick. When his
then creative partner
Terry Heckler suggested
no one would want to
drink a cup of ‘pee-quod’,
they decided to name the
chain after Pequod’s top
officer Starbuck.
Legend says the fastfood franchise makes
enough sandwiches in
a year to wrap around
the Earth 14 times. Did
the made-up stat
remind you of a certain
Indian biscuit brand?
7
Food Products
Personal Care
Retailers
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
Dettol
The first container carrying bars of Lifebuoy soap
landed in 1895 at Bombay
Dove
Harbour. The brand has
been at the forefront of
Lifebuoy
innovative marketing from
the early days of ‘Lifebuoy
hai jahan tandurusti hai
Lux
wahan’ to today’s ‘Help A
Child Reach 5’.
Pond’s
Fair & Lovely
Pantene
Head & Shoulders
Sunsilk
Clinic Plus
Johnson & Johnson
Vaseline
Godrej No 1
Pears
Godrej Hair Dye
Santoor
Cinthol
Garnier
Boroplus
Hamam
Vicco Turmeric
In 2009, BE tracked down
Vivel
the original, green bikini-clad
girl, Karen Lunel, who
Himalaya Liril
lives in New Zealand. We
found her after we spotted
Lakme
this in the comment’s section
of the YouTube video featuring
the famous ad: “Damn! That’s
Medimix
my mum!!”
Liril
Gillette
Fair & Handsome
Rexona
Nivea
Whisper
Savlon
Park Avenue
Chik
Stayfree
Olay
L’Oreal
Palmolive
Axe
Livon
Set Wet
Fogg
Kotex
44 Wild Stone
45 Revlon
35
36
37
38
39
40
41
42
43
Water Purifier
1
2
3
4
5
Aquaguard
Pure-it
Kent RO
Tata Swach
ZeroB
Nevermind the cola wars;
water wars is where the action
is. Pureit, Aquaguard and Kent
have an extensive history of
squabbling including legal
threats and having the competition’s ads pulled off air.
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
Tata Salt
Britannia
Parle
Amul
Kurkure
Sunfeast
Lay’s
Aashirvaad
Maggi
Bingo
Kissan
Haldiram’s
Annapurna
Mother Dairy
Saffola Oats
Kellogg’s
Top Ramen
Kwality Walls
Yipee
Oreo
Pillsbury
Knorr
Quaker
Heinz
Ching’s
Show
Me The
Money
Trust by monthly
household
income
`10000 `25000
MONTHLY
HOUSEHOLD INCOME
Colgate
Dettol
Pond’s
Tata Salt
Dove
Vim
Lux
Britannia
Lifebuoy
Airtel
Maaza
Horlicks
Coca-Cola
Ariel
Surf Excel
Frooti
Bournvita
Head &
Shoulders
19 Samsung
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
(Consumer Durables)
20 Fair & Lovely
Hot Beverages
1
2
3
4
5
6
7
8
9
10
MONTHLY
HOUSEHOLD INCOME
1 Tata Salt
2 Dove
3 Samsung
(Consumer Durables)
4
5
6
7
8
Colgate
Horlicks
Glucon-D
LIC
Samsung
Mobile Phones
9 Dettol
10 Lifebuoy
11 Cadbury
Dairy Milk
12
13
14
15
16
17
18
19
20
Surf Excel
BSNL
Lux
Pantene
Pepsi
Thums Up
Pepsodent
Maaza
Fair & Lovely
Brands That
Work
Horlicks
As per GlaxoSmithKline’s webBournvita
site: All Horlicks
bottles sold in
Complan
India in a year,
placed end to end,
Tata Tea
would form a
chain six times the
of The
Taj Mahal Tea length
Great Wall of
China. (Clearly,
Nescafe
brands are
obsessed with
#MadeUpStats)
Boost
Red Label
Brooke Bond Taaza
Bru
Born in the Brooke Bond family of Unilever in 1966, Taj Mahal
Tea was India’s first premium chai
brand. Though tea connoisseurs
(and even those who never cared
for a sip) would agree the premium quotient of the brand was
more an outcome of the timeless
‘Wah Taj!’ ad featuring tablamaestro Zakir Hussain.
`25000+
Trust by working status
WORKING
1
2
3
4
5
6
7
8
Dettol
Colgate
Lifebuoy
Dove
Horlicks
Lux
Airtel
Samsung
(Consumer Durables)
9 Vim
10 Tata Salt
NOT-WORKING
1
2
3
4
5
6
7
Tata Salt
Fair & Lovely
Colgate
Dove
Dettol
Maaza
Samsung
(Consumer Durables)
8 Clinic Plus
9 Surf Excel
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. 47Published for the Proprietors, Bennett Coleman & Company Ltd. by R. Krishnamurthyat The Times Of India 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, Hyderabad-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.