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Author: Pranav Mehra

Article

Why CPG firms should leverage incubator partnerships

Incubating new brands or product lines and making them independently successful is quite different from growing established ones. Although the competencies required are similar in nature, the context under which both objectives are pursued are widely different. When growing established brands, a lot of information – awareness & equity of the brand, pricing benchmarks & […]
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Right amount of iodine helps mental development among children

Tata Consumer Products wanted to drive the relevance of their signature product – Tata Salt among consumers. NorthSide worked with the client and executed the 360 campaign by bringing together insights, the relevance of iodine in the mental development of children, and food values to make their age-old proposition relevant for modern-day consumers. The campaign […]
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Small things make a big difference

Tata Consumer Products was looking to scale up a first-in-category, innovation Tata Salt -Immuno, which was a zinc-fortified salt variant that helped in building immunity. NorthSide identified a key insight- small things make a difference-Chhoti chhoti cheezon se bahut faraq padta hai, conceptualised and fully executed the positioning by developing a TV and digital campaign. […]
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In a busy world, home-makers want families to enjoy the time they spend together

Brand Surya wanted to refresh the positioning to build an umbrella brand that could stretch across lighting & consumer durables with the same proposition. Through extensive consumer research, NorthSide helped identify a common product benefit and a relevant consumer insight – lighting and consumer durables help in mood transformation and home-makers want their family to […]
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When the taste is awesome, you forget everything around you

Havmor wanted to leverage the IPL season to drive brand salience, brand persuasion and drive business outcomes. NorthSide advised the business and marketing team to focus on the taste of Havmor ice-creams & desserts, build a clear band archetype, and helped identify and use a local-cum-national celebrity and tie-up with an IPL franchise. As strategy […]
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Do traditional consumer businesses need product management?

“We got rid of the classic product management function. Apple didn’t have it either. We morphed the function to a more Apple-style product marketing function. We combined product management with product marketing and we said that you can’t develop products unless you know how to talk about the products.”  – select excerpts from Brian Chesky’s […]
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Getting timing right

The tasks that man has had to do to get by in life have remained stable over time. The need for shelter, nutrition, commute, avoid disease, seek pleasure, be entertained etc. have existed since time immemorial. However, the context under which consumers try to address needs, evolves over time, leading to them feeling under or […]
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Innovating for existing consumers can help large players realise growth faster

Innovation has always been a key agenda item for most large companies, although it often only becomes an urgency when gaining unit share in the category starts becoming increasingly difficult and expensive.  Because this situation is a typical trigger behind innovation focus, it is common for the consumer strategy behind innovation to shift focus to […]

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