Sumeet Mixer: Is the company eroding its own brand?
‘At 60 miles per hour, the loudest noise comes from electric clock’. For me, this advertisement for Rolls-Royce made by Ogilvy remains my all time favorite. The punch line sums up the product attributes without a mention of any of its features. Alleque Padamsee in his book 'A double life' talked about the quandary of creative advertising professionals in India. “Where do we get such products to justify robust creative punch line?” In India, we have few brands with enviable reputation of product quality, dependable performance and satisfied customer base. One such brand is Sumeet – Mixer Grinder. However, my recent experience made me doubt if great product and happy customers would be enough for the company to sustain its leadership in the industry. For most Indians with interest culinary adventures, image of Sumeet is subconsciously nurtured from young age. Today’s young generation use Sumeet because they have seen their mom using it and some who have stayed outside India have ...