Going Rural with Kids

Insightfuldiscoveries Going Rural with Kids The case of childhood explorations in rural India The challenge​ As for many in the fast moving consumer goods category, the drive into moving towards rural consumer has become a key marketing effort. There was need to understand the standing of the current brands in the rural kids’ mind, and…

Size Zero

Insightfuldiscoveries Size Zero A case of uncovering the sweet side of sugar substitutes. The challenge​ Considering the increasing health concerns and growing fitness consciousness, relevance of health and wellness products in the market is mounting. How can an established ‘beauty’ brand initiate and foray into the Sugar Substitute category, launching a 100% Natural FDA approved…

Health Package

Insightfuldiscoveries Health Package A case of occasional consumption to a more entrenched comprehensive habit The challenge​ The company who will make a difference in the Health and Wellness area will be the one who can answer the basic question. “How can I continue to enjoy my favourite foods and drinks and yet still improve the nutritional…

Modern Trade Evaluation

Insightfuldiscoveries Modern Trade Evaluation A case of the demanding, value-driven shopper. The challenge​ Why does a working women executive pick up an iPhone with ease but haggles over the groceries she buys? Why do shoppers at Big Bazaar pick up cartons of Real juices but think twice about buying Nestle milk cartons? What really is…

Taking On The Big Brothers

Insightfuldiscoveries Taking On The Big Brothers The case of powerful positioning and exciting creatives. The challenge​ The fastest growing segment in the 2-wheelers market, motorcycles witness a fair flurry of new introductions. And in this category, where stereotypes are strong, and bigger is better, the marketing challenge was to launch a mini-bike with a unique…

Blurred Visions

Insightfuldiscoveries Blurred Visions A case of emotional mind mapping The challenge​ Lasik and Cataract are emerging as important domains for an eye hospital. Advancement in laser vision technology has reduced risks and increased open-ness amongst consumers in opting for it. With life expectancy on an uptrend, age related eye diseases like Cataract are also going…

Youth And Mobile Telephony

Insightfuldiscoveries Youth And Mobile Telephony A case of generating novel and usable learning in an over researched audience sect. The challenge​ As for many other categories, youth is the largest emerging segment for mobiles also, apart from being a key image driver. Considering the increasing saturation in the market, this segment has gained greater prominence.…

Wassup

Revealinginside stories Wassup ‘Get a free plate of Gol Gappa on showing this message at the shop’. This is a Whatsapp message from a chaat-walla in Jodhpur. Move further north to Bareilly, and a boutique owner shares weekly catalogues and takes orders. Again on Wassup. In Jammu, a young girl excited for her wedding in…

My Mom’s Kitchen

Revealinginside stories My Mom’s Kitchen Eating out, especially in urban India, is no longer an occasional, celebratory gesture, rather it is more of an everyday (or an ‘often’) event of convenience. The reasons for this shift has been attributed to economic independence, social culture, cognitive shifts, work-life balance, recreation etc. But we wonder if it…