The prompt reply, Chlormint mein hai H
erbasol jo aapki saanson ko de taazgi, aur kya chahiye, aptly showcased the presence of Herbasol in it. The breath-fresh brand continued to dwell heavily on this very premise. With the advent of the year 2002, Chlormint changed its communication strategy. The creators came up with a chest-thumping campaign, Dobaara mat poochna. Speaking to 4Ps B&M, creative mastermind, Prasoon Joshi, Executive Chairman & Regional Creative Director, South & South-East Asia, McCann Erickson stated, “Chlormint is a product primarily used for masking. But in my mind, I always thought that we are limiting our consumption by stating that Chlormint should be consumed if you have a bad breath. So it’s like saying that you have a bad breath which would not be pleasing to the consumer. So we said Dobaara mat poochna, which brought fore the fact that there is no one reason to have a Chlormint and one can have it anytime and at any place.” The commercials aired by the brand centred on this foundation and classics that showcased this theme. Adds Joshi, Dobaara mat poochna popularised the concept of Chlormint.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
erbasol jo aapki saanson ko de taazgi, aur kya chahiye, aptly showcased the presence of Herbasol in it. The breath-fresh brand continued to dwell heavily on this very premise. With the advent of the year 2002, Chlormint changed its communication strategy. The creators came up with a chest-thumping campaign, Dobaara mat poochna. Speaking to 4Ps B&M, creative mastermind, Prasoon Joshi, Executive Chairman & Regional Creative Director, South & South-East Asia, McCann Erickson stated, “Chlormint is a product primarily used for masking. But in my mind, I always thought that we are limiting our consumption by stating that Chlormint should be consumed if you have a bad breath. So it’s like saying that you have a bad breath which would not be pleasing to the consumer. So we said Dobaara mat poochna, which brought fore the fact that there is no one reason to have a Chlormint and one can have it anytime and at any place.” The commercials aired by the brand centred on this foundation and classics that showcased this theme. Adds Joshi, Dobaara mat poochna popularised the concept of Chlormint.For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist)
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