Jagannath Textile Company Ltd.

Based in Coimbatore and known as Asia's biggest open-end spinning unit, the company churns out 120 tonnes of yarn everyday. Without resorting to retrenchment during lean periods, they gave their employees long holidays. But during the period, the R&D staff worked hard to come up with new business ventures, which included Crusoe and JTC brands.
This is the approach they worked on, while designing the Crusoe brand of innerwear for men.
Made for men who are either living their adventure or who pine for adventure in their living, Who deep down want to dive deep down into the blue ocean or from the blue sky, Who dream of skimming the barrel wave on a surfboard or skiing ahead of an avalanche, Who want to feel the adrenalin rushing through their veins. The range of Premium Innerwear that's specially designed keeping one thing in mind - Innerself.
I found the whole approach very interesting, especially for a B2B company entering the B2C business (retail). I mean isn't it very much required to do something really different (if not appropriate/right) when you are entering an already established market as a newcomer? With Crusoe, JTC seems to be very focused and yet open for criticism, considering existing Indian market and people connecting to adventure sports here.
And why am I writing about all this here?
While going through the Overdrive magazine (June 2010) I found the following print ad and wondered why it was in an automobile magazine? And a close look at the product made it clear.
(click to enlarge if required)

Here is their website.

(all the information from their website)

Filmy, very filmy!

one liners from bollywood movies.

The classic and common ones (open source)

Kya? Tumne muze MAA kaha?

Hamare khandan ki ijjat ka sawal hai!

Mai kisi ko mooh dikhane ke layak nahi rahi!

Kya kami hai muzmein?

Mai tumhare bachche ki maa banane wali hoon!

Maine tumhare liye gaajar ka halwa banaya hai! :)

Kanoon ke haath lambe hote hai!

Bhagwaan ke liye muze chhod do.

Maa ka doodh piya hai to saamne aa ja.

Ab sirf duwayen hi use bachaa sakti hai!

Mere sapno ka rajkumar.

Aap bade wo ho!

Bhagwaan, Maine tumse aaj tak kuch nahin maanga.

Mai kahan hoon?

The classic ones but 'patented'

Kutte, mai tumhara khoon pee jaaunga.

Tumhare paas kya hai?

Kuchh kuchh hota hai rahul, tum nahi samjhoge!

Jinke apne ghar shishe ke hote hai....

Ek chutki sindoor ki keemat...

Yenna Raskalaa..

Jaaniiiiiiiii....

Tussi jaa rahe ho?

Kitane aadmi the?

Foozul ki baat to mai karti nahi (basanti)

Tumhara naam kya hai basanti?

Mai to kehta hoon aap to purush hi nahi ho! Mahapurush ho mahapurush!

Akeli ladki khuli hui tijori ki tarh hoti hai!

kkkkk... kirran.

From TV commercials ( I am not updated though!)

Maa, mai first aaya!

Mera number kab aayega?

Bhala uski saree mere saree se safed kaise?

Daag achchhe hote hai.

Assam ke bagaano se chuni!

Aayiye, apne sapno ka ghar banayiye.

Wahh ramesh babu! Badhiya hai!

Meri twachaa se meri umra ka pata hi nahi chalta.

Visa power, Go get it.

kee karaa papa, petrol khatam hi nahi honda (sardarji bachcha for maruti)

Jalebiiii????

Buland bharat ki buland tasbir...

my favourite is 'Ting Ting Tiding!' (Britannia) :)

I know there are numerous in the second category, but I like the common ones in first category. And also the TV ad category

:)

Anybody remembers more?

Absolut Mind

(based on Absolut vodka ad campaign)

Cigarette smoking is injurious to health

and so is walking on the parapet of my 7 storey building terrace,
or riding my bike standing on the seat,
or watching sun set, sitting on the edge of cliff,
or catching a running train,
or crossing the road in front of a speeding car,
and many other 'challenging' things we young ones do!
Yes, I am young, I am cool, I love thrills!
So what do you expect when you tell me,
"Cigarette smoking is injurious to health"?
(inspired by the 'truth' campaign run by arnold Worldwide of Boston and Crispin Porter &Bogusky of Miami against tobacco)

one picture = 1000 words and vice versa sometimes..

Some very interesting and effective 'text only' print ads.
click to enlarge as usual.

बुलंद भारत की बुलंद तस्बीर

Humara Bajaj somehow seems to have lost its line on track these days. With Chetak and Super, Bajaj seemed to know exactly what a Bharat-waasi wanted. With time both Bajaj and indian commuter kept getting mature. And then came the 'definitely male' Bajaj Pulsar siblings (150 and 180), again hitting the right spot on Indian youth's desires. They sure brought success to the company's new image as well as created a milestone in Indian biking history.
And then came a next step in Bajaj strategy, of taking all 100cc commuters to a new level of biking, with introduction of 125 and 135cc fuel efficient stylish bikes. A really challenging step indeed!
But is their positioning of these tiny, so called performance commuter bikes, spot on? the way it was for Humara Bajaj scooters and definitely male Pulsar? There seems to be some confusion in this strategy or rather experiment. You will find a bike at every 10-15 cc interval in Bajaj portfolio! from 100 cc to 125 cc to 135 cc to 15o cc. And the way these 'sporty' (!!!) commuter bikes are positioned, I doubt they are actually targetting the 100cc daily commuters!
The twisted sisters TV ad for XCD 135 DTS-Si and the print ad below, do not seem to target a normal daily office goer. Sure they show a big (too big) dream to the target group, but what if people couldn't just relate to this aggressive publicity!
The following print ad in Times of India (ahmedabad) reminded me of an old pic in my bikes collection. Seems too much for XCD 135! Wonder how Bajaj accepted this instead of something more original, more Indian, more appropriate and touching like the new 'बुलंद भारत की नयी तस्बीर' ad campaign.... Come on Bajaj.... it's not too late,people still sing Humara Bajaj!!!
:)

Passion... you know when you are ready!

A very cool ad of Canon 40D camera.