Its interesting to note how new categories emerge and how they open up opportunities for newer brands. What i have witnessed over these years are, especially during the 90s,
In the early 90s we saw the emergence of Deodorants through Rexona. The brands that followed it are Pond's, Axe, Sure, Fa, Dove, Nivea, Santoor, Park Avenue, Denim and so on..Now the category is so matured that we have men's range, for the women, for the teenz...
Pagers, and mobile phone service providers:
Mobile phone brands begun with Motorola, Ericsson, Nokia and now we have a plethora of brands on that.
(smaller the phone bigger you are has now moved to bigger the phone better you are!)
Mobile phone service providers have become stronger over this 10 years and now they almost dominate every media space possible. (Hutch, Airtel, Idea, Docomo, Uninor, Aircel, MTS)
Consumer Durables grew actively through high decibel advertising by Videocon and BPL in the early years, followed up by AKAI, SONY, ONIDA, Philips. Then came the Korean major LG with unimaginable advertising budgets during those years. The last to pickup and stay ahead of all others is SAMSUNG.
Pens got a big boost with brands like Rotomac, Cello, Linc, Reynolds...
Sarees advertising was blocking a lot of media space with brands like Parag, Garden Vareli, Vimal, Bombay Dyeing...
Premium Readymade garment brands like Arrow, Louis Phillippe, Van Heusen, Allen Solley, ColorPlus were highly visible
In South Finance Schemes by private NBFCs like TVS, Harita, Overseas Sanmar, Cholamandalam used to be active. A lot of private finance companies came into existence, offered interest rates upto 35% and finally cheated a lot of depositors.
Appointment Advertisements by Software companies used to be a big revenue stream for almost every advertising agency, as one release could fetch the agency close to 15 to 20Lacs.
Computer Education advertisements every monday almost was becoming a blindspot in newspapers : NIIT, APTECH, Wintech, SSI, Radiant etc., most of them collapsed with the crash of the dotcom category. Only NIIT survived.
Closer to the millennium dotcom communication was at its peak with hometrade.com, Sharekhan, Indya.com, Indiainfoline and many such sites.
Real Estate
Post the millennium and around 2004 emerged a category called Real Estate. Now it is almost a norm that every agency says " We need to have one real estate client". There are agencies that work for couple of real estate clients from the same roof. Both the clients are fine with it. The only caution is please be careful about payments.
In the early 90s we saw the emergence of Deodorants through Rexona. The brands that followed it are Pond's, Axe, Sure, Fa, Dove, Nivea, Santoor, Park Avenue, Denim and so on..Now the category is so matured that we have men's range, for the women, for the teenz...
Pagers, and mobile phone service providers:
Mobile phone brands begun with Motorola, Ericsson, Nokia and now we have a plethora of brands on that.
(smaller the phone bigger you are has now moved to bigger the phone better you are!)
Mobile phone service providers have become stronger over this 10 years and now they almost dominate every media space possible. (Hutch, Airtel, Idea, Docomo, Uninor, Aircel, MTS)
Consumer Durables grew actively through high decibel advertising by Videocon and BPL in the early years, followed up by AKAI, SONY, ONIDA, Philips. Then came the Korean major LG with unimaginable advertising budgets during those years. The last to pickup and stay ahead of all others is SAMSUNG.
Pens got a big boost with brands like Rotomac, Cello, Linc, Reynolds...
Sarees advertising was blocking a lot of media space with brands like Parag, Garden Vareli, Vimal, Bombay Dyeing...
Premium Readymade garment brands like Arrow, Louis Phillippe, Van Heusen, Allen Solley, ColorPlus were highly visible
In South Finance Schemes by private NBFCs like TVS, Harita, Overseas Sanmar, Cholamandalam used to be active. A lot of private finance companies came into existence, offered interest rates upto 35% and finally cheated a lot of depositors.
Appointment Advertisements by Software companies used to be a big revenue stream for almost every advertising agency, as one release could fetch the agency close to 15 to 20Lacs.
Computer Education advertisements every monday almost was becoming a blindspot in newspapers : NIIT, APTECH, Wintech, SSI, Radiant etc., most of them collapsed with the crash of the dotcom category. Only NIIT survived.
Closer to the millennium dotcom communication was at its peak with hometrade.com, Sharekhan, Indya.com, Indiainfoline and many such sites.
Real Estate
Post the millennium and around 2004 emerged a category called Real Estate. Now it is almost a norm that every agency says " We need to have one real estate client". There are agencies that work for couple of real estate clients from the same roof. Both the clients are fine with it. The only caution is please be careful about payments.
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