Tushar-Kalawatia - THE HANS INDIA

Author : Tushar Kalawatia


Elevating stories

Elevating stories

Oct 08,2017 , 01:05 AM IST | Sunday Hans
From introducing denim to the fashion world to being a global brand, Levi’s has come a long way over its 140-year-old journey, in not just holding a large market share but also narrating the best stories and setting trends.
Sit this one through

Sit this one through

Sep 23,2017 , 11:58 PM IST | Sunday Hans
Automobiles have been a way of life for a long time. As significant as other lifestyle products are to people, automobiles have been complementing consumer personalities for ages. Specifically, motorcycles – major motorcycle brands hold importance beyond usual commuting.
To Kashmir, with love!

To Kashmir, with love!

Sep 17,2017 , 12:43 AM IST | Sunday Hans
Kashmir has been regarded as the paradise on earth for a long time now. Not just amongst Indians, but by visitors from across the globe. Its scenic beauty, the picturesque landmarks, the calm valleys, the shiny snow mountains and flowing rivers of Kashmir has mesmerised people for ages. However, the paradise seems to have lost the shine due to the political disorder and terrorism.
A reassuring discovery

A reassuring discovery

Sep 09,2017 , 11:43 PM IST | Sunday Hans
Global fashion brand United Colors of Benetton (UCB) has developed a decent affinity in India. Over the years we have seen a lot of ads by the brand (adverts, out-of-home ads, and even digital films) but most of them had the similar west-like feel in them. However, the brand decided to go one step ahead and launched an India-centric campaign in August (on Independence Day to be precise).
Well planned?

Well planned?

Sep 03,2017 , 01:12 AM IST | Hans
India has grown several folds across various verticals, yet health insurance has not made it to the necessity list of the common man. Over years, the changing lifestyle and alarming pollution rates have only increased the risk of various life-threatening diseases such as cancer, making the necessity to opt for a health insurance a wise life choice.
Brazen Attitude

Brazen Attitude

Aug 27,2017 , 12:15 AM IST | Hans
Just last week we discussed how the Indian motorcycle cruiser giant Royal Enfield made us drop jaws to its latest campaign.
Challenge accepted!

Challenge accepted!

Aug 20,2017 , 02:46 AM IST | Hans
In one of our recent columns, we discussed the HP Lubricant’s ‘Roads That Honk’ campaign that primarily focused on solving the road hazards on hilly terrains. We still remember the virgin landscapes of the ad and it's that strong connect which fetched the campaign awards. Chennai-based motorcycle brand Royal Enfield has also released an ad that focuses on protective riding gear.
Ingenious indeed!

Ingenious indeed!

Aug 13,2017 , 12:36 AM IST | Hans
Launching a new product or brand in a market that is ruled by the biggies for a long time could sound an impossible task or a mind-bogglingly expensive affair. Something similar was the challenge for a London-based brewery when it was planning to launch a craft beer brand.
Unmatched competence

Unmatched competence

Jul 23,2017 , 01:34 AM IST | Hans
Nike is one of the oldest sports brands to have a strong brand positioning. Right from inception, its journey of positioning from “intellectual guard rails” to running shoes, and athletic shoes, Nike has evolved to being one of the leading sportswear and equipment brands in the world. 
Brand ARTivation

Brand ARTivation

Jul 16,2017 , 01:55 AM IST | Hans
It was in 2008 that Swedish automaker Volvo had first introduced its City Safety System, with the intent to increase the safety of the drivers and the pedestrians and avoid any accidents. It has been almost a decade and the brand has stood strong on its safety;so much so that it has been awarded the Safest Car of the World award. Volvo is considered as the safest car ever made, though Tesla is slo
Even out!

Even out!

Jul 02,2017 , 01:08 AM IST | Hans
At a point in time when physical disabilities are not stopping athletes from running, and winning in life, leading sportswear brand Adidas launched a fascinating campaign in India that celebrates blade runners. 
Legend speaks for itself

Legend speaks for itself

May 20,2017 , 11:56 PM IST | Hans
In marketing terms, products like cars are high consumer-involvement products since they are significantly sophisticated and expensive than other lifestyle products; which imply that potential consumers will be more interested in knowing the benefits of the car, the perceived risks of investment and its performance, over any other story that the brand tries to back up with it. 
A colourful idea!

A colourful idea!

May 07,2017 , 12:46 AM IST | Hans
Back in 2004 and 2005, when the television industry was evolving from bulgy, box sized TVs to slim, and chic LCDs, there was a tug between all the major brands to make a mark and be people’s favourite in the new sector. And while everyone was busy bombarding consumers with pixel figures and aspect ratios that bounced off their heads, Sony made a statement without even saying a thing… 
A dazzling exploration

A dazzling exploration

Apr 30,2017 , 12:19 AM IST | Hans
Back in early 2012, a famous French jeweller gave the world a gift; something so gorgeous that will be remembered for generations to come… What was it? It was a long-form advert by French Jeweller Cartier. It was in March 2012 that the brand released a dreamy spot that still makes the world go wow.
Championing a brand

Championing a brand

Apr 23,2017 , 01:26 AM IST | Hans
Humans are taken by surprises, when you show them that they can do something out of what is possible, beyond the conventional. Pegging on refusal to contain with what is within limits; Samsung had released a television spot that makes you want to fly high. 
Knock! Knock!

Knock! Knock!

Apr 16,2017 , 01:13 AM IST | Hans
Right from its inception, DS Group’s raw mango flavoured candy ‘Pass Pass Pulse’ took over the Indian market by storm. The candy has tantalised the taste buds of all age groups, with its unique formula of combined flavours. The brand has recently launched its third flavour – orange – with the first two being “Kacha Aam” and “Guava”. And after pleasing Indians with the amazing candy experience, the
Communication that EXCITES

Communication that EXCITES

Apr 02,2017 , 01:13 AM IST | Hans
One of the toughest things to achieve in the marketing industry is brand recognition; the same is also the toughest thing to maintain. And one of the brands that did it just right is Durex. The brand has marketed and positioned itself so well over the years that it now enjoys the privilege of a great brand recall among its target group. So much so that it has become synonymous to contraceptives.
To empower, not divide

To empower, not divide

Mar 26,2017 , 02:04 AM IST | Hans
Advertising has always been blamed for creating stereotypes in the society and instilling hierarchies based on lifestyle. The fact is, they do not come out of nowhere, they are drawn from behaviours that already exist. 
The Tea Therapy

The Tea Therapy

Mar 19,2017 , 01:36 AM IST | Hans
Hindustan Unilever (HUL) is one of those Indian Fast Moving Consumer Goods (FMCG) brands that have narrated heartwarming stories to us in the most beautiful way possible. From the ads that broke the boundaries of caste and religion to the ones where it talked about live-in relationships, HUL’s Brooke Bond has been keen on delivering its message “Swaad Apnepan Ka” (Taste of togetherness).
A touching turn

A touching turn

Mar 11,2017 , 11:50 PM IST | Hans
There is no denying the fact that the recent demonetisation has boosted services of electronic payment networks such as Paytm, Visa, Maestro, Mastercard, Freecharge, etc in India. Also, the stress on digitisation of economy by the government, promotion of alternate payment methods like mwallets has made the electronic payment gateways and platforms perform extraordinarily well over the months.
Have it, show it!

Have it, show it!

Mar 05,2017 , 12:35 AM IST | Hans
The advertising and marketing industry turf is getting highly competitive with each passing day. While social media has paved way for easy communication, a lasting impression on the consumer is difficult to achieve. And one of the crucial things that leave a lasting impression is literally demonstrating the features of your product/service; because if the feature is so breathtaking, then its demo
Treading the ad industry

Treading the ad industry

Feb 26,2017 , 01:09 AM IST | Hans
Celebrity advertising certainly sparks an interest in a local group and helps a brand easily penetrate its services or upsell its products; a big testimony to it is the Indian advertising industry. A lot of our advertisements, especially in the consumer goods category feature a known face from Bollywood, or Tollywood (in local markets). And among other actors in the industry who are gaining popula
Participate in an active change…

Participate in an active change…

Feb 18,2017 , 11:54 PM IST | Hans
One of the most crucial things that a brand takes up is a value-building assignment, where it tries to associate the product/service with a value statement that connects and adds to the consumer experience.Leading tea brand in India -- Tata Tea, excellently performed this value exercise and launched the ‘Jaago Re’ campaign in 2008. 
Everyone Can Fly

Everyone Can Fly

Feb 05,2017 , 01:30 AM IST | Hans
One of the biggest low-cost air carriers in contemporary Indian market is AirAsia India. The Malay airline known for its inexpensive airfares in India and across a few major destinations abroad is changing the way an average Indian looks at an air journey.
Its pouring humour

Its pouring humour

Jan 29,2017 , 12:58 AM IST | Hans
We recollect Asian Paints for its humorous elements in ad films. For instance, the Asian Smart Care film for waterproof solutions revolved around a real estate agent, who plans to earn some extra bucks but is failed by the brand’s no leakage warranty. 
Brand image: 1 up

Brand image: 1 up

Jan 22,2017 , 01:06 AM IST | Hans
Taking an unconventional step in conceptualising an ad campaign can come a long way in creating consumer connect, which in today’s world is a must for any brand’s sustenance. 
While in a hot shower

While in a hot shower

Dec 25,2016 , 02:05 AM IST | Hans
When it comes to taking decisions or thinking about something very important, our favourite place is in the bathroom, under the shower. Nothing is better than hot water to clear any doubts; Racold pegged on just that in writing their recent TV spot #PowerOfHotShower.
#DekhkeChalo V2.0

#DekhkeChalo V2.0

Dec 18,2016 , 01:29 AM IST | Hans
There is no doubting the fact that being stuck in traffic is the most frustrating thing for everybody. But thanks to Google; anyone getting affected by traffic can switch to Google Maps and reroute. 
Rehashing the anthem

Rehashing the anthem

Dec 11,2016 , 01:26 AM IST | Hans
It was around five years back that Bharti Airtel had produced an advertising campaign that positioned it as a brandfor the youth. Yes, we are referring to the catchphrase ‘Har ek friend zaroori hota hai’ (Each friend is important). 
The ultimate slogan

The ultimate slogan

Nov 27,2016 , 12:42 AM IST | Hans
A company’s Big Idea, or as the common people like to name it – tagline, serves as a connection between a brand and its audiences. It not only gives a character to a brand but also speaks its philosophy to the people. 

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