To understand the story of the ad better we need to go back in time to understand the genesis of the business. It all began because of the personality quirk of Mr. You see, he Paragon Footwear Company always in all-white attire including shoes.

The only day in Honda Company Recruitment life, he wore coloured clothing was on his wedding day. He ascribes this habit to his father who also used to wear all-white throughout his life. But he faced a problem — he washed his own clothes and he could not find a good fabric whitener a detergent-complement which make clothes whiter that could keep his clothes as white as he wanted them to be.

He developed a unique liquid fabric whitener as opposed to the powdered version that was popular in the market then. Ramachandran moved to Mumbai from Kerala in the early s with the idea of migrating further to another country to earn money. But he found a good job in a bulk drugs chemicals company there in the Accounts department. Fourteen years into working in Mumbai, the company he worked shut down. He was a workaholic then too and the promoters liked him enough to allow him to start a side business.

Thus was born Jyothy laboratories Ltd named after his daughter Jyothy. His brother took care of the manufacturing in Kerala while he worked part time for a few years. The initial years were hard and M. JLL never looked back after that. Rather than try and appeal to a wide lot, the target audience was first narrowed down to just the Malayali community and soon they started getting enquiries from Malayalis staying as far away as Bhilai West India, about a few Oregon Power Company kilometres away.

Other innovations followed and in through print ads and radio spots Ramachandran asked for critical feedback on Ujala. And the best feedback was also rewarded. He transformed the feedback initiative into a complete branding exercise by asking his staff to personally hand over the prize. JLL then steadily expanded to Tamil Nadu as well where it garnered a Robin Liquid Blue Company market share in a few years. The strength of the product in its core markets gave JLL the confidence to go beyond.

However, given the strength of the product and the fact that it was just one of the smaller brands in its portfolio, Robin Liquid Blue Company did not invest much in the brand and so was seen as an old fashioned brand.

Thus while Ujala was nimbly going from strength-to-strength, Robin was a slumbering giant resting on past laurels. RB used the same formula for Robin as for its other products, and focused on urban markets while neglecting the rural market. It used a combination of effective advertising and aggressive distribution then. Till then it had regional advertisements for each of its markets necessitated as it was by the diverse nature of the Indian market. It was at this time that Mr.

Chatterjee of Situations Advertising, a friend of Mr Ramachandran and the ad agency for JLL, suggested that they combine the regional advertising budgets and go for a national ad. Chatterjee spent considerable time in the core markets of Ujala to understand the core customer and his usage of the product.

The resulting ad was heavily used across all media and it effectively delivered the knock-out punch against Robin. The ad worked on multiple levels. Next, it directly addressed the need of Robin Liquid Blue Company customer. White clothes are regularly used by the men in families while it is the lady who is normally in charge of the laundry. The ad addresses both by showing the pain of the man in the first scene, and then goes on to show how easy it was to use the product and how effective it was in addressing the pain of the family.

And this is exactly what happened. However, it was too late - liquid fabric whitener was now already synonymous with Ujala.

So that battle was lost. It tried to combat Ujala using logic. However, as Mr. Ramachandran said. So that battle was lost as well. RB then approached the courts to restrict the airing of certain ads of JLL which used comparative advertising. The biggest impact by far of the ad is probably that it instilled a sense of confidence and purpose to propel the company to the next level.

They believed that what they could do in Ujala could be done in other segments as well. Today JLL has multiple brands like Exo, Pril, Maxo which all occupy among the top positions in their respective categories.

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The Robin blue powder is a fabric whitener and is safe blue for use as it is not harmful to skin in contact or any type of fabric and also not affected by residual cleaning agent if present in the fabric. The fine suspension of blue particles in water produces even whiteness to the fabric.…