uilding brands used to be about creating messages that would endure for decades. Shorter product life cycles, a dynamic media landscape and restless consumers mean that brands can become irrelevant within a few years. One company that knows it best is Godfrey Phillips India (GPI). It is pulling out Jaisalmer, which was originally launched in the early nineties, and relaunching it a third time. GPI is also gearing to launch special edition packs of the premium king size cigarette brand, for the tourist locations of north India. Interestingly, Jaisalmer has been through a high decibel relaunch as recently as in June 2003.


Jaisalmer faces competition from ITC�s Wills Classic and BAT brands Benson & Hedges and State Express 555. At Rs 65, the brand is priced a bit higher than its main competitor Classic, which is priced at Rs 59. GPI�s senior vice-president, corporate affairs, Sundeep Kumar, says, "We are offering a superior product and imagery."

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