Over time we have seen some phenomenal ideas from brands that have propelled them out of the competitive race and given them a huge boost. We enjoy chronicling such game changing campaigns, so here is a list of differentiators that forced the competition to wake up and take notice.
Nike
Integrated Tech
Nike realised that to expand they needed to lean on technology. They tied up with Apple another innovator and the iPhone/iPod started coming pre-loaded with the Nike App which stored playlists, exercise details and other workout targets and information
Swiggy
Nothing like home delivery
There are many food aggregators these days no doubt, but Swiggy has not just created a platform, they have also got their own fleet for delivery. Once they did this, there was no minimum order requirement and consumers gravitated towards them.
MakeMyTrip #BefikarBookKar 100% Free Cancellations
https://www.youtube.com/watch?v=30gHa4ipM6I
We’ve been following the #BefikarBookKar campaign because of the great TVCs they’ve made with Ranveer and Alia. The latest one has them playing a young Gujju couple and they have nailed the characterisation really well, don’t you agree?
Club HP (Petrol Pumps) Achchha Lagta Hai
They love your car like you do
Hindustan Petroleum brought in the concept of customer care with love, at the station when you refuel and you don’t even have to get out of the car that you love so much.
Lenskart.com
Until it’s right
When they started the trial for lenses online and then the eye test at home, options, coupled with their really great prices, they changed the game for competitors catering to the market who wear glasses.
Patanjali
Everything, just healthier
Baba Ramdev may be facing a bunch of controversies but his entire line of, well everything, has changed the FMCG market, because for the first time healthy options are cheaper than regular options.
InShorts
In 60 words
All news channels went online and then came out with their apps, but InShorts changed the game when they came out with their news in 60 seconds keeping in mind that people are mostly skimming through all the information that is available online.
Indigo Airlines
On time, everytime
While low cost carriers were competing with each other, Indigo completely differentiated itself by promising and then keeping their promise of being on time, every time.
Author: Tora Sen
