Colgate : Adds Mothers' endorsement to the pitch

  Colgate, the market leader in the toothpaste segment in India has made a subtle but significant change to the brand's pitch. All through these years, the brand has been pitching itself as the No.1 brand endorsed by dentists.In its latest campaign, the brand has included mother's endorsement to its tagline. The new tagline is " No.1 brand endorsed by mothers and dentists. This move was warranted by the fact that dentist's endorsement has become commoditized. Every toothpaste brand has now taken up the endorsement of dentists, either explicitly or by showing the main character as a dentist. With the main proposition of the brand under threat, Colgate had to move fast to protect its position. And it did that in a smart way by including endorsement by mothers. Another major brand development is the plethora of celebrity endorsement that was initiated by the brand in recent times. Now Kareena Kapoor endorses Colgate Activ Salt, Sonam Kapoor for Colgate Whitening, Virdas for Colgate Total , Allu Arjun for Max etc.In the case of Active Salt variant, Colgate has added lemon as an ingredient. Now Active Salt focuses on whitening  ( removing yellowness) too rather than gum strength.  

Maruti style: RIP (2009-2013)

Style is finally dead. From a sub-brand (Zen style) to an independent brand and finally to a dead brand, style never had a good career in the Indian market mainly because he tried to enter the landmark of its predecessor-Maruti Zen.The was fault not with the product, but with the experiments of messy brand and the lack of proper placement of the style. The main error was made when Maruti decided to brand the new coach who replaced as style Zen Zen. While the intention was to keep alive the brand Zen, the main problem was that the new product does not share any similarities with the outgoing Zen. That creates dissonance unwanted people expected the same lively personality of the original Zen.To would be just for style, the car was spacious and well. But Maruti was never able to give a space of style in its crowded portfolio. It was to fill the gap between the Alto and Wagon - R but could not do it very effectively. Consumers consider it a compromise mainly because of the perception. Maruti was also not keen to give any kind of promotional push of the brand or any reflection on the positioning of style. So when there was a choice, consumers stopped looking style as an option. With the death of style, the legacy of Zen is completely over.