Case Study of Advertisements

Department of Journalism and Mass Communication of The IIS University organized a guest lecture on 19th July 2018. Dr. Arvind Kalia an eminent personality, National head, Rajasthan Patrika Group was invited. Dr. Garima Srivastava, Head, Department of Journalism and Mass Communication, welcomed him with floral greetings.

He started with his own research, “Formula for most sold soap brand – a case study”.The case study was based on Godrej’s soap named Ganga which was introduced in the year 1993.

Dr. Arvind Kalia opened the session by making students understand about the concept of Advertising. He then showed how Ganga – the soap came into existence. He showed how advertisements gained popularity since decades .

He also showed Ganga’s portrayal in various movies and ads and justified how ganga soap became a popular one .He compared two advertisements of Godrej one and Cinthol which were dramatically different from each other.

He then discussed how Ganga dropped out of the market and how patience from Godrej could have helped it survive. Godrej a corporate brand is  famous for soaps like Cinthol and Godrej No. 1, did not wait for the market to grow in Ganga’s case, hence witnessed  the downfall. The soap was finally discontinued in early 2000.

100 students from the department participated in the session. Dr. Garima Srivastava ,Head ,Dept of JMC  gave vote of thanks .