Coca-Cola used folk dance to promote Thums Up soft drink.

The musical entertainment

was called Thums Up Chowfulla. This
is based on Lavni, a traditional folk dance of Maharashtra. The potential consumer has to
buy a 600 ml bottle of any of the Coca-
Cola products to get a free ticket to the Thums Up Chowfulla. The programme in
Bhawaninagar in Maharashtra attracted 35,000
people from the neighbouring villages (Chatterjee, 2003).

 Henko failed in Maharashtra. Why?

It sound like "Hey Nako" which means No, giving the brand a negative connotation in
Marathi.

 Dabur's health tooth powder containing Tulsi failed. Why?

 Tooth powder meant spitting the Tulsi out which was considered sacrilege in the rural
areas.
 Although black is not a lively color and has a lot of negative connotation to it, it
worked for "Chik" shampoo. How?
Perception that if the shampoo is black then the hair would be pitch black too.
 Dabur traditionally paints the walls of the roads leading to the temples and mosques in
the villages. Why?
The crowd aggregates during all the major festivals, and the huge traffic to enter the
temple and mosque provides the marketer the ideal opportunity to tap into his mind space
making use of the wall space available. Dabur did just that