“Life can’t wait” says Priyanka Chopra as she struts away in 6-inch heels, while endorsing Sunsilk. She’s got your attention, translated her personality to the shampoo and convinced others to buy or at least try the brand she is endorsing.
Sub brands especially shampoos are jewels of an FMCG, which contribute no less than a fortune to the company. With numerous brands competing, the stakes certainly seem sky high. Every brand manager is virtually neck to neck with the opponent to protect their chunk of pie in their quest of conceiving a novel strategy in order to maximize market share.