How do you rekindle the relationship with someone you have taken for granted or ignored for years? You “hangout ghar pe.” At least, that’s what Crompton Consumer is doing in its latest ad campaign after being conspicuous by its absence on television screens. The gap was so visible that even its own MD, Shantanu Khosla, had to call out the same, saying, “Over the previous few years, there has been very limited investment (in brand building). It is very seldom that you see a market leading brand have low awareness.”
A whiff of fresh air
While a robust brand works in its favour, can Shantanu Khosla make the most of Crompton Consumer’s new-found freedom?
Summer wine and salad
Kishore Singh - January 19, 2015
The million-dollar question: Is investing a game of luck or skill?
Shankar Sharma - May 04, 2021
Every crisis is an opportunity, if you are on the right side of equities
Samir Arora - May 04, 2021
Viraj Mehta trusts the toughness and bounce of a company that has seen many trials
Viraj Mehta - May 04, 2021
Safir Anand spots a mid-sized company with the right chemistry and catalytic circumstances
Safir Anand - May 07, 2021