Brand Baj Gaya
Emami has launched a new product, a fairness cream for men. This has been touted in at least one article as "creating a new segment in the country."

Incredibly, the chosen brand name (arrived at, presumably, after immense research, cluster analysis, psycho-socio analysis, Maslow's heirarchy etc.) is....

Fair and Handsome!

In my final semester at B school i had done a project on "Brands that failed to take off". It was incredible to find brand managers committing the most basic mistakes. Most failures were due to reasons that any human with common sense would see clearly. Yet, brand managers seem to be blinded by their research and "insight."

Another example that comes to my mind is "Nirma Salt" which was launched sometime back in a packet that looks exactly like the detergent.

Maybe I am announcing doomsday for the product too soon - After all, the fairness market in India does seem to defy logic - Maybe the market is so huge that tapping 0.01% of it would be significant enough- But all I can say is lets wait and watch.
- posted by Rallix @ 11:06 PM