Asian Paints needed to inform its target consumers that a new product-related website (www.asianpaints.com) had been launched that was somewhat like the online version of a telephonic helpline.

After eight years Airtel, deciding that it was time to change, came up with a new look and proposition. When it began its journey in 1995, the concept of mobile telephony was a distant dream as there were less than one million phones, all fixed lines, in India.

German car manufacturer Volkswagen sustained its innovative approach that began in 2009.

Last year turned out to be a pretty 'Jhingalaala' year for DTH player Tata Sky. Starting from January and going right up to the end of the year, the brand rolled out announcements and innovative advertising (its creative agency is Ogilvy India) campaigns.

From a low key entry in India, 15 years ago, to becoming one of the mega brands in consumer durables and mobile handsets, Samsung India has changed the business of durables.

Thursday, February 25, 2010 was an eventful day in the history of Indian advertising. It marked the launch of one of the most controversial ads on Indian television: the now-infamous Rin commercial that directly took on – bombarded would be a better word - competitor Tide in a form of comparative advertising that broke all rules.

In a category dominated by the 'winning is everything' positioning, it isn't easy to stand out. Reebok's attitude towards sports and fitness, in the recent past, has been about rediscovering one's love for sports, and the brand's approach towards sports is, according to its brand managers, 'fun, bold and provocative'.

PepsiCo launched Pepsi Max, last year, zero-calorie, no-sugar cola, in India. The new drink is targeted at 25-35 year old urban young adults. It was time, decided the company, to move on justifying the addition of yet another zero-calorie cola in its kitty. 'Maximum kick, no sugar,' screamed the tagline.

Three years after its entry into India, Nikon India crafted its own success story. Its biggest achievement lies addressing the need of the consumers through innovative products and by opening up more service centres.

Young adults in Mumbai were given yet another on the go drink option when lemon-flavoured Nestea hit the markets on November 16, 2010. This is the first time that iced tea was made available in a bottle.