∗ This case was written by Ramesh Kumar S., and Geeta, M., Doctoral candidate, Department of Management Studies, Indian Institute of Technology Madras, Chennai.
The case has been written from secondary data available in public domain and its academic interpretation by the authors. The survey was sponsored by Indian Institute of Management, Bangalore, India. The case does not illustrate right or wrong handling with regard to any brand. It is purely written for academic purposes. The incorporated survey does not have a focus towards any brand’s strategies.
∗ Manohar Lazarus, “To cut clutter, personify How these brands did it”, The Hindu Businessline, 14 Sept.,2006