Tag: <span>Brand Extension</span>
JK Cement’s ₹394 cr paint bet is a trust transfer play
JK Cement followed its putty customer to the paint counter and used the MaxX umbrella to hit ₹394 cr in paint revenue.…
Smirnoff RTD grows 12% as Diageo enters India
Diageo is bringing Smirnoff Ice to India's small but growing ready-to-drink aisle, betting on flavour experimentation and convenience.
Why Marico’s Saffola Snack Flop Changed Its Oats Strategy
Marico's baked snack failed because health overshadowed taste. The lesson reshaped Saffola Masala Oats and captured 80% of its category.
Madhuri Dixit Is the New Face of Madhusudan Frozen
Madhusudan Frozen has signed Madhuri Dixit for two years. Here's why a familiar face matters when a dairy brand extends into frozen…
Why non-luggage brands now want to own your airport look
SNITCH, Rare Rabbit, Acer and more are entering India's $4.3 billion luggage market. Here's the psychology behind the airport look.
Louis Philippe’s Premium Push Is a Brand-Stretch Test
Louis Philippe is stretching a formalwear Crest into casual, denim and small-town retail. Here’s how to tell premium expansion from brand dilution.
JK Cement’s Paint Play: Trust Transfer as Brand Strategy
JK Cement is using putty and white cement trust to sell paint. A look at premiumisation, trust transfer and the psychology of…