Indian brands that nailed marketing strategies- Crawling Chameleon

In the world of commerce, where competition is fierce and opportunities fleeting, having a remarkable product or service is undoubtedly a cornerstone. However, it’s but the first step on a challenging journey. The true essence of business success lies in the ability to bridge the gap between your exceptional offerings and the eager hearts and minds of your prospective customers.

This is where the art and science of marketing come into play. Building a phenomenal product is merely half the equation; the other half involves extending your reach to the widest possible audience in a manner that resonates with them. This calls for a holistic approach involving exhaustive research, meticulous strategizing, and the seamless execution of marketing campaigns that can not only capture attention but also command the loyalty and trust of your target market.

Once Seth Godin Said ~ Marketers make things better by making change happen.

The world of marketing in India has been a constantly changing landscape, adjusting to the ever-evolving norms of the industry. Within this dynamic environment, several remarkable brands have stood out by pushing the boundaries and achieving record-breaking success through their innovative marketing strategies. In this blog, we will delve into five such exceptional brands that have made their mark.

Amul India

Let’s start with the Taste of India Amul. This company was founded in 1946 by a group of dairy farmers in Anand, Gujarat, India. The farmers were tired of being exploited by middlemen, so they decided to form a cooperative to produce and market their own milk. The cooperative was named the Kaira District Cooperative Milk Producers’ Union Limited, but it is more commonly known as Amul (Anand Milk Union Limited).

Dairy cooperative that is known for its witty and creative advertising campaigns. Their ads often take a humorous spin on current affairs, which makes them highly engaging and memorable. Amul also uses social media effectively to connect with its target audience.

  • Topical and Timely Advertising: Amul is renowned for its topical and witty advertisements. They often create ad campaigns that are relevant to current events, trends, or cultural phenomena. These ads are usually accompanied by a humorous tagline and feature the Amul girl mascot.

  • Consistency: Amul has maintained consistency in its branding and messaging over several decades. The Amul girl, with her red polka-dotted dress, has remained unchanged since her inception in the 1960s. This consistency has helped in building brand recognition and trust.
  • Social Media Engagement: Amul has a strong presence on social media platforms, where they continue their tradition of timely and humorous posts. They engage with their audience and respond to current events, making their brand relevant and relatable to younger generations.
  • Quality Assurance: Amul has built its reputation on the quality of its dairy products. They have consistently maintained high-quality standards and promote their products as “Amul: The Taste of India.” This emphasis on quality assurance serves as a core element of their marketing strategy.
  • Product Diversification: Amul has expanded its product portfolio beyond dairy products to include items like chocolates, snacks, and more. This diversification allows them to cater to a broader consumer base and provides opportunities for cross-promotion.
  • Rural Outreach: Amul has a strong presence in rural India, where it sources its milk from local dairy farmers. Their marketing efforts in rural areas include programs to empower dairy farmers and educate them on best practices.
  • Celebrity Endorsement: Amul has occasionally used celebrity endorsements, particularly in their television advertisements. This helps in creating a personal connection with consumers and can enhance brand appeal.
  • Festive Campaigns: Amul often launches special marketing campaigns during festivals, celebrating the cultural significance of these events and promoting their products as an integral part of Indian festivities.
  • Distribution and Supply Chain: Amul has a vast distribution network that ensures its products reach both urban and rural markets efficiently. This accessibility is a crucial component of their marketing strategy.

Amul’s marketing strategy is deeply rooted in Indian culture, and it leverages humor, timely messaging, and product quality to connect with consumers.


Nykaa is next on our list. This company was founded in 2012 by Falguni Nayar, a former investment banker. Nayar was inspired to start Nykaa after she saw the lack of availability of beauty products in India. She also saw the opportunity to create a beauty and fashion e-commerce company that would cater to the needs of Indian women.


The company has raised over $1 billion in funding and is now valued at over $6 billion. Nykaa is the leading beauty and fashion e-commerce company in India and is one of the most valuable startups in the country.

Nykaa is an Indian beauty and fashion e-commerce company that has a strong marketing strategy that focuses on the following key elements:

  • Brand positioning: Nykaa positions itself as a one-stop shop for beauty and fashion products. The company uses the tagline “Nykaa – The Beauty Destination” to reinforce this positioning.
  • Content marketing: Nykaa produces a variety of content, such as blog posts, articles, and videos, to educate and entertain its target audience. The company’s content is designed to help consumers learn about beauty and fashion trends, and to find the products that are right for them.
  • Influencer marketing: Nykaa partners with influencers to promote its products and services. The company collaborates with influencers who have a large following among its target audience.
  • Social media marketing: Nykaa is very active on social media, where it engages with its customers and promotes its products. The company uses a variety of social media platforms, such as Instagram, Facebook, and Twitter, to reach a wide audience.
  • Online advertising: Nykaa uses online advertising, such as search engine marketing and display advertising, to reach its target audience. The company’s online campaigns are designed to drive traffic to its website and to increase brand awareness.
  • Customer service: Nykaa provides excellent customer service to its customers. The company has a team of customer service representatives who are available 24/7 to answer questions and resolve issues.

Nykaa’s marketing strategy has been very successful in helping the company to grow its business and to become a major player in the Indian beauty and fashion e-commerce market. The company’s focus on content marketing, influencer marketing, social media marketing, and online advertising has helped it to reach a wide audience and to build a strong brand.

Reliance Jio

Reliance Jio was founded in 2015 by Mukesh Ambani, the chairman and managing director of Reliance Industries Limited. The company was created to disrupt the telecom industry in India, which was dominated by a few large companies. The slogan of Reliance Jio is ‘Digital Life’ while a popular tagline of Jio has been ‘Jio jee bharke’, which means live life to the fullest.

Reliance Jio’s initial focus was on providing 4G LTE services. The company launched its services in September 2016 with a bang, offering free data and voice calls for six months to new customers. This promotional offer was very successful and helped Reliance Jio to attract millions of new customers.

Here are some of the key elements of Reliance Jio’s marketing strategy:

  • Aggressive marketing: Reliance Jio has used aggressive marketing to promote its services. The company has used a variety of channels, including television, print, and social media, to reach a wide audience.
  • Sponsorships and partnerships: Reliance Jio has also sponsored a variety of events and organizations to promote its brand. The company has sponsored cricket matches, Bollywood movies, and other major events.
  • Focus on customer service: Reliance Jio has focused on providing excellent customer service. The company has a team of customer service representatives who are available 24/7 to answer questions and resolve issues.
  • Use of technology: Reliance Jio has used technology to its advantage. The company has a robust network that can handle large amounts of data traffic. Reliance Jio has also used technology to improve its customer service.

Reliance Jio’s marketing strategy has been very successful in helping the company to grow its business and to become the leading telecom company in India. The company’s focus on low-cost data plans, aggressive marketing, sponsorships and partnerships, focus on customer service, and use of technology has helped it to attract a large number of customers and to disrupt the telecom industry.

Here are some specific examples of Reliance Jio’s marketing campaigns:

  • The Dhan Dhana Dhana Offer: This was a promotional offer that offered free data and voice calls for six months to new customers. The offer was very successful and helped Reliance Jio to attract millions of new customers.
  • The Jio Prime Membership: This is a paid membership program that offers exclusive benefits to members, such as discounts on data plans and early access to new features. The program has been very successful and has helped Reliance Jio to retain its customers.
  • The Jio GigaFiber: This is a fiber-optic broadband service that offers high-speed internet and a variety of other features. The service has been launched in select cities and has been very well-received by customers.


An Indian fintech company that provides digital payment and lending solutions to small and medium-sized businesses (SMBs), has implemented a range of strategies to gain market traction and expand its user base.

BharatPe - Marketing Strategy

Here are some key elements of BharatPe’s marketing strategy:

  • SMB Focus: BharatPe primarily targets small and medium-sized businesses (SMBs) as its core customer base. Their marketing efforts are tailored to address the specific needs and pain points of these businesses.
  • Merchant Acquisition: BharatPe aggressively focuses on acquiring new merchant partners. They use incentives such as cashback rewards and referral bonuses to encourage businesses to sign up for their payment solutions.
  • Digital Payment Acceptance: BharatPe promotes its QR code-based digital payment acceptance system. This allows merchants to accept payments from various digital wallets, UPI, and credit/debit cards without the need for multiple QR codes.
  • Loan Products: BharatPe offers working capital loans to merchants, which are prominently featured in their marketing campaigns. These loans help businesses manage their cash flow and expand operations.
  • Simplicity and Ease of Use: The company emphasizes the simplicity and user-friendliness of its payment and lending solutions. Their marketing materials highlight how easy it is for merchants to get started and use their services.
  • Cashback and Rewards: BharatPe offers cashback rewards to both merchants and customers, creating an incentive for increased usage of their payment platform.
  • Partnerships and Tie-Ups: BharatPe has partnered with various banks, fintech companies, and e-commerce platforms to enhance its offerings and expand its customer base. These partnerships are often highlighted in their marketing campaigns.
  • Local Language Support: Recognizing India’s linguistic diversity, BharatPe provides support in multiple regional languages. This inclusivity is reflected in their marketing materials.
  • Digital Marketing: BharatPe utilizes digital marketing channels such as social media, email marketing, and online advertising to reach its target audience. They run campaigns on platforms like Facebook, Twitter, and YouTube.
  • Educational Content: The company creates educational content, including blog posts and videos, to help merchants understand the benefits of digital payments and the financial products they offer.
  • Brand Ambassadors: BharatPe has used popular Indian celebrities, such as Salman Khan, as brand ambassadors to build brand recognition and trust.
  • Customer Support: BharatPe emphasizes its customer support services, making merchants feel valued and addressing any queries or issues promptly.
  • In-App Promotions: Promotions and offers are often featured within the BharatPe app to encourage users to explore various features and offerings.
  • Referral Programs: BharatPe runs referral programs that incentivize existing users to refer new merchants and customers to the platform.

Wrapping Up!

the exemplary success of these Indian brands serves as a shining beacon for businesses seeking to conquer the competitive market landscape. By staying attuned to their audience, mastering the craft of compelling content creation, and choosing the right marketing channels, these brands have not only survived but thrived in the intricate world of modern marketing. Their journeys are not just lessons in strategy but also inspirations for those striving to leave an indelible mark on the ever-evolving canvas of consumer engagement.