A unique new framework for industry

STORM

•""NORM

UNTOLD STORIES OF 20 BRANDS

THAT DID IT BEST

Conceptualized and Edited by

ANISHA MOTWANI

Foreword by
SANTOSH DESAI

Afterword by
RANJAN MALIK

4
MAYEN
RUPA
 CONTENTS

Foreword ix
Introduction xi

ENTREPRENEUR
PVR: The multiplex revolution 3
MakeMyTrip: A journey of countless miles and beyond 19
The Mirchi story: 'It's hot!' 36
'Real' success 51

CHALLENGER
Tata Tea: The journey of a billion cups 65
Sprite: What India's best marketers do differently 78
Axis Bank: How a challenger brand became the most trusted
private sector bank brand
The cheetah-inspired XUV500 prowls the global
automotive arena
Kurkure: An 'item number in the mouth' that keeps family
fun times rolling 122
The wind beneath the wings: Hondas dream run in India 134
Sensodyne: Changing the oral-care landscape in India 152
The Idea story 162
Ford EcoSport: The making of a success story 178
Fiama Di Wills: Challenger to game changer 191

LEGACY
Cadbury: How a foreign chocolate won Indian hearts 203
Kissan: Going beyond food 216
MTR: The story of a legendary brand 226
Raymond: The story of a complete brand 240
Saffola: The braveheart brand 250
The Times of India: Changing India, changing 'Times' 263

Afierword 277
Acknowledgements 284