Dalda

& Amitabh
Culture, Context and Category
Group8:
AbhyankarPrateek(16P005)
AniketSharma(16P018)
MohitGaur(16P031)
PayalBihani(16P036)
RohanGupta(16P044)
UditRaizada(16P058)

Brief Summary
Daldaactivecommercial
ReturnofevergreenbrandDalda

ComparabletoAmitabhBachhanhostingKaunBanega
Crorepati
AmitabhBachhangoodforpromotinginitiallybutnotadding
anyvaluenow.
PeoplewatchingKBCforcroresandnotAB
ABbrandweakeningasitisattachingitselftoitemsthatare
notenhancingitorusingitscorevalues.

Fall of brand AB
ABstartedappearingincertainkindsoffilmsthatbecame
trademarkAB.
Thefilmswerecenteredontheideaapersonwhowas
marginalizedbysociety,fightingtobeacceptedinto
mainstreamsociety.
Peoplecouldassociatewithconditionsshowninmoviesand
lookedatAmitabhasamessiah
Incomingyearspeoplesvaluesstartedchangingandthey
shiftedtowardsblendingtraditionwithmodernityandthe
conceptthatlifegoesoninspiteofsetbacks.
Theycouldnotidentifywiththevaluesofbrandanymoreand
thebrandstartedlosingrelevance
Vijaywasreplacedbyacarefree,wildandnaughtyRahul

The brand Dalda

JustlikeAB,Daldawasahitwithcustomersin50s,60sand
70s.
Itportrayedtheimageofabrandforshowingcareforfamily
economically.
Theindustryslowlystartedmovingtowardstheconceptof
healthyoilforshowingcaretofamilyevenifitwascostly.
Daldasimagecouldnotfitinthiscontextandthuslost
relevance.

The brand Dalda (contd.)

DaldalaunchedDaldaActivebutthenameDaldawasstill
synonymouswiththeconceptofvanaspatiwhichwasnotin
linewiththehealthycookingoilssegment
Becauseofbrandvalue,Daldawouldbeabletosustainin
marketforsometimebutwouldnotbeabletocontinuein
thelongrun
ItwouldonlyleadtoreducedequityofthebrandDalda
Daldaneedstoreinventitselfasabrandmirroringthe
consumerspreference,healthycookingmediuminthiscase

Concept&
Startup

Growth

Maturity Decline

Rebirth

Brand

Death

Product

The way ahead

DaldawouldnotbeabletomarketitsDaldaActiveefficiently
ifitcontinuestoassociateitselfwiththebrandimageofDalda
Itneedstoreinventitselfasasaferandhealthiercooking
mediumtomakeplaceintodaysconsumermarket
ActivehasitsownimageseparatefromthatofDalda,itisa
surfacecharacteristicoftheparentbrand
Itshouldbemarketedseparatelyandnotasasubproductof
Dalda