Peesafe is a brand that has identified a very powerful consumer need, relevant to a vast majority of its TG (women). It also appears to deliver well on the promise of safety and hygiene.

Bringing more consumers to share in the brand journey by co-creating content could be a very powerful way of creating affinity and stickiness with the brand as the category starts to expand in the years ahead.

Thanks to digital marketing and influencer marketing, Peesafe is gaining a foothold in urban areas. More recently, the brand took on actress Anita Hassanandani as ambassador, hoping that her onscreen popularity will help them penetrate tier 2 and 3 cities as well.

Category extension or brand extension can pass off well if the existing brand has gained market leadership. If it is trusted by the consumers, chances are they will give the new product a go. The success thereafter depends on the quality of the product itself. In Dyson’s case, they have been able to hit it out of the park because each of their appliances is designed with an innovative feature.

Byju’s has managed to bridge this obvious generation gap with the help of their ‘consultants’. Once the company has your details, thanks to the information you feed into the app, the consultants get in touch for a home visit.

Dyson launched in India in 2018 and you’d now be starting to see their exclusive stores around you and commercials in various media, and definitely more and more products in homes around you.

As fans of the brand, we decided to track Dyson’s presence in social media in India , what kind of stories and story-tellers are talking about it. Here’s our first track for Sep-Oct 2019.