The incoming summer season in India is all set to see a host of battles between competing brands, with major conglomerates locking horns, in both sales as well as advertising space. Let us take a preview of what lies in store ahead amongst the direct marketing warfares:
1. Nimbooz vs Minute Maid Nimbu Fresh
After Pepsi vs Coke and Mountain Dew vs Thums Up, this is the next arena where the cola giants are battling it out. The quest is to replace the ultimate traditional Indian thirst quencher, the ‘home made nimbu pani (lemonade)‘.
Coca Cola is stretching their original positioning of ‘bilkul ghar jaisa‘ to associate ‘nimbu pani’ with sweet memories of childhood. Watch the campaign below:
Nimbooz on the other hand is re-emphasizing itself as the only solution to ‘asli Indian pyaas‘, building on the traditional association of heat, thirst and nimbu pani.
Of the two, I think Nimbooz has a better related positioning statement, and also, a launch earlier than Minute Maid last year has also helped build a better awareness around the product. Plus, the Minute maid commercial (showcasing a couple from childhood to youth) leaves much to be desired in terms of communicating the message across.
Interestingly, both these brands have piggy-backed on another brand from the cola giant stables – Nimbooz on 7Up (leveraging on ‘lemoniness’) and Nimbu Fresh on Minute Maid (leveraging on the non-CSD leadership of Minute Maid Pulpy Orange). It is worth the wait to see whether and when the two discard their support systems to stand on their own.
Note: LMN was launched with interesting campaigns by Parle Agro last year. Their initiative for this year is yet to be seen.
2. Slice vs Maaza
It is an indicator of the state of Indian beverage market that two of the most heated wars are expected in non-CSD markets, indicating a priority shift towards non-fizzy drinks, especially to counter threats from players like Parle Agro.
Slice, of course, is continuing its aamsutra campaign with Katrina Kaif. Maaza on the other hand has changed its positioning a bit. It had earlier been built around ‘Maaza mango, Taaza mango’. It has now switched a bit, connecting Maaza to a much-needed break in an otherwise super hectic lifestyle of today, revolving around ‘tham ja yaara‘. This is a tough market to survive, especially with dominance of Frooti, and similar offerings from juice players Tropicana and Real.
3. Cadbury Dairy Milk Eclairs vs Perfetti Alpenliebe Eclairs
Perfetti van Melle, among the big players in the candy markets worldwide as well as in India, has finally entered the eclairs space as well, attacking the only major player in India – Cadbury Dairy Milk Eclairs. Cadbury-Kraft has responded by launching a new variant of the eclairs, projecting on rich chocolate content inside.
Watch the two commercials here:
Cadbury Dairy Milk Eclairs – New Ad :
An engrossing battle between an establish conglomerate and an invading champion is on the cards here.
There would of course be other battles and mini-battles which would be fought across the turf, what with summer vacations and the IPL running in parallel. It’s bound to be fun tracking them.