eart of the matter
Your article on Saffola (The heart of positioning, November 1-15) made for an interesting read. For most consumers Saffola had indeed become synonymous with the curative property. In fact, many homemakers reacted negatively to the earlier campaign, as it showed graphic images of people suffering from cardiac problems. The new campaign, not only softens the blow, but also takes a more optimisic and constructive view of the product, which addresses a possible problem. For most Indian women, prevention is also synonymous with protection, that she likes to extend to all members of her family, in her own way.
Sangita S ... more