Cream world tour presents India: Pepsi, Gillette, and Tide
Welcome back on the Cream world tour. Today, we are going to visit India...
India has delivered some truly innovative media campaigns lately, let's take a look.
In 2010, in a move to combine Pepsi's promise of audacious self-belief and its consumer's passion for gaming, Pepsi created 'Pepsi: The Game', and for the first time in Indian media, introduced a video game played through television advertising and mobile phones. We can learn a lot from this campaign, to see this full case study, click here.
This next campaign is truly impressive, as it manages to turn around men's attitude towards shaving. Indeed, by sparking a national debate on shaving, Gillette gets the men of India excited about shaving, helping its market share in the razor market increase by 35%. Find the video and all the details of this campaign here.
A year later, as a spin-off of the last campaign, Gillette launched "Women against lazy shaving," where famous women were enlisted to reinforce the message that women preferred a clean shaven man. This campaign was shortlisted at the Festival of Media Global.
How to penetrate a market with almost no access to media, as well as a low interest in your product? Learn from Procter & Gamble's Tide, as it truly got creative and took a village by village approach in selling shampoo and detergent to rural India. Find out how they succeeded here!
There is so much to learn from India, so hopefully you will check out the campaigns above. We also have loads more on Cream, so never forget to use our advance search function to find out more.