Author: Vidur Vyas
Building a Marketing Execution Engine for Start-ups
The ‘perfect’ ingredients for the success of a startup and SMEs would be a great idea, robust strategy and a strong team with the ability to execute the strategy and sustain the success. None of the ‘ingredients’ are complete without the other: building a startup or a small business is already extremely tough, hence a […]
COVID-19: A framework for Advertising in 2020-21
In the time of crisis, when consumer confidence is low, it is hard for marketers to decide how to advertise their brands. Over the last 8 weeks, the top priority for consumers around the world has been safety – protecting themselves, their families, and communities from COVID-19. Many have lost their jobs, while individual households […]
Women hesitate to use hair removal creams at home because of their bad odour
In a cluttered women’s hair removal market, NorthSide identified that women hesitate to use hair removal creams at home because of their bad odour. This insight was used to create an innovative charcoal-based hair removal cream along with a campaign to market the product.
Helped identify ‘speed of action’ as an important variable
In the cluttered category of mosquito repellents, where most players play on the proposition of ‘power’, NorthSide helped identify ‘speed of action’ as an important variable that would allow the brand to differentiate. This insight was taken forward using ‘study moments’ as an occasion to own and executed with agency partners.
Leveraged a deep cultural belief and married it with the insights impacting category usage
Northside leveraged a deep cultural belief and married it with the insights impacting category usage to arrive at a compelling proposition for the brand. Through observation & research, it was found that most gym beginners drop off within a short while because they are discouraged with not getting adequate results. The cultural belief in India, […]
Identified ‘nose’ care as a potential opportunity
NorthSide helped identify the opportunity to create and market products that take care of the ‘nose’ area for women, which is an underserved market, as well as a neglected part of the woman’s face. It then helped develop a claim on blackhead removal for the nose strips product of the brand, which was marketed using […]