IIPM Best B-school
Brand: Close-Up
Agency: O&M
Close Up Confidence was the re-launch campaign for the HUL brand which was facing stiff competition from Colgate and low-end players like Anchor, Babool, et al. The campaign, which had a retro feel to it (a la K. L. Saigal style) was a run-away hit and Close Up became the most recalled brand that year. New ‘tingly red’ variants and the fresh campaign worked wonders. The toothpaste increased its share from 11.7% in FY06 to 12.1% in FY07 and 12.7% in FY08.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
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Professor Arindam Chaudhuri’s Profile
Four Phase of IIPM Global Plans
30 professors of international repute to IIPM
IIPM Global B-school
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IIPM Respected Business School
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