December 16, 2011 at 5:39 am 6 comments

1. Flipkart and E-trade ads :

After reading our post “Flipkart Ads: We Like!“, our regular reader Rahul, directed us to similar ads for E-trade in the US. These ads also use children, well actually babies, in adult situations to convey their message humorously.

We’re unsure if the humor in these ads would work as well in India, but they undoubtedly cut through the clutter. Here are a couple of the ads from the series:

E-trade Baby First Class:

E-trade Baby Girlfriend:

Which ads did you prefer – the Flipkart series or the E-trade series? Do comment and let us know.

2. Frozen Yogurt :

In July 2011, we ran a post on the growing popularity of frozen yogurt in India in our post called “New Buzzword in Town – Frozen Yogurt”. We recently came across an article in Business Today that talks about new entrants in the market such as Kiwi Kiss, Yogurberry, etc., new markets being targeted and expansion plans of existing players.  This space is definitely seeing some serious activity both by Indian and foreign players.


3. Enhanced Water :

On our trip to Pune last weekend, we noticed banners of Danone B’lue splashed across the city. Danone Narang Beverages, a joint venture between French group Danone and Narang group, has launched B’lue, a water-based restoration beverage that is enriched with vitamins and minerals.

A month ago, we ran a post on “Enhanced Water” that particularly spoke about the brand Vitaminwater (as the name suggests – it’s vitamin enriched water) and its growing popularity especially in the US.  We’d asked then – is the Indian market ready for enhanced water yet?  Even though the per capita bottled water consumption is still quite low (estimates vary from 0.5 liters to 5 liters a year as compared to the global average of 24 liters), bottled water consumption has risen rapidly in recent times and the market is growing at the rate of 45% – perhaps enhanced water is the natural next step.

Danone has taken the first plunge into this category and it remains to be seen how this market shapes up in India.



Escape Velocity Team

Entry filed under: Advertisements, Business Strategy, Category Evolution, Communication, Consumer Trends, Marketing, New Product Launch, Observations. Tags: , , , , , , , , , .

A Tale of Two Firms Everybody says I’m fine

6 Comments Add your own

  • 1. Rahul Jhaveri  |  December 16, 2011 at 8:24 am

    Even though there are many bigger players entering the frozen yogurt market in India – I think it is the smaller entrepreneurial places which would do better. Places like Yogurtbay where the owners are involved in the service, developing weekly flavors, quality control, and direct marketing have an edge over the other larger chains. In part because they are also part of the demographic that they are catering to and might know the market better. So I say – keep at it guys and don’t give into the Goliaths.


    • 2. escapevelocityblog  |  December 19, 2011 at 7:19 am

      Hi Rahul,

      Thanks for your comment.
      Couldn’t agree with you more. It is the larger chains that are now beginning to follow actions of entreprenueral ventures like Yogurtbay – be it in finding the right location for their stores to social media marketing activities. They still haven’t been able to catch-up with their flavor variety – but efforts are on.



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