Nirma of India

 Nirma invested bigly in TV ads at a time when it was no common to do that.

Up to the 1980s in India, it was legacy brands that held sway over the marketplace. But Nirma, a detergent company with its origins in Gujarat Ahmedabad city, took on established players in the space and humbled them.

At the time when businessmen were ready to invest money up-front in advertising, Nirma spent huge money on TV ads.

The Nirma jingle, which drives home the brand's name by repetition, is an earworm that no agree to die even today. In recent years, it has taken on a new life with millennials remixing it and making it part of quirky acapella renditions.

The brand's foresight and ambition helped it dominate and leverage the most powerful media vehicle of the time to make up consumption.

Another good strategy of the brand was that it kept a razor-sharp focus on elements that truly mattered - it offered a good product at a great price and relied on a simple, but efficient, distribution model to sell its products.

In this way, Nirma made itself widely to millions of Indians who wanted good-quality products at a good price.

The brand now become a symbol of an entrepreneurial spirit that is hungry for success and has the confidence to rely on new ways to chart a path in the Indian marketplace.