MUMBAI: Being in the business today is harder than ever and not everyone has the appetite for it. We see a lot of brands opening shops and shutting it soon enough. But, there have been some iconic brands that were once oh so popular with the consumers but suddenly vanished into thin air. Although still present in the market, we see no ads, no promotions for these brands.Some of those brands, however at some point decide to make a come back in the advertising business and show the consumers that they are back with a bang! Be it the mango flavoured drink Frooti, or apple based fizzy beverage Appy, Crompton products, deodorant Old Spice, or television champion Onida with its iconic devil. All these brands were superheroes of their own time and in their respective categories but disappeared from television screen with digitisation and modernisation kicking in the Indian eco-system.

These brands among several others have also been able to make a solid comeback which was a lesson to other marketers who are still considering whether on not they should revamp or relook at their communication strategy to target today’s consumer. After being away from television screens for over a decade, Parle Aggro’s Frooti hit the screens with a new brand ambassador Shahrukh Khan which helped in kicking the sale to a new level altogether.

Old Spice which was known for its masculine and metrosexual male dominated ad, came back with its new brand ambassador, Milind Soman, a man who women believe resonates with the company’s name and is an old spice himself. The ad helped Procter & Gamble (P&G) to target the metrosexual youth of today with India’s own ‘Iron Man’.