The Positioning Report

Hello, last two Saturdays you didn't see me in your inbox because it has been hectic to write a weekly newsletter and I was seeking a break. I switched to biweekly because I was writing snackable pieces, but now that I'm writing deep-dives, it became harder to manage. So, I think we are kind of getting back to alternate weeks. Shall we? What do you think?

For today's newsletter, we are viral campaigns of recent times and analysing them from a positioning angle — what worked, what didn't, and what I would rate them on the positioning scale. Even though these campaigns went viral and many people talked about and shared them, were they viral for the right reasons? Did they give the brand a long-term benefit? Let's find out.

You must have seen this recent advertisement by Flipkart, which was for their ACs and fans. It starts off as a double entendre. People were clenching their teeth and were on edge until it revealed that they were actually talking about ACs and fans.

What worked: It went viral for its double entendre. People found it edgy and quirky. They shared it widely because of the entertainment, the shock of the reveal and purely for the scandal energy.

What didn't: While it went viral and was widely talked about, people still called it "the Only Fans wali ad." The brand name became invisible, and the actual purpose — the ACs and fans sale — also got diluted.

Positioning lens: It failed from a positioning lens. The double entendre was clever, but clever is not the same as owning a space in the customer's mind. The joke overshadowed the brand. People remembered the punchline, not who was behind it.

It was a classic example of hollow virality — the kind that generates noise but does not build long-term brand equity, trust, or conversions.

Positioning scale: ⭐

Dettol recently did an advertisement where a boy gets hurt at a wedding and without telling anyone, pretending to be okay, he goes straight to his mother and shows her the wound. Without thinking twice, she uses Dettol.

What worked: Dettol was able to create a narrative that it is an essential household product — something that stays in your cupboard and shows up exactly when you need it, even in the middle of a wedding.

What didn't work: While the ad worked emotionally, it also pushed an idea that a boy shouldn't tell anyone when he is wounded, hide his tears, and only go to his mother. He even proudly says at the end — "par main kisi ke aage roya nahi." While this might have worked in the 90s, it will not work with new parents. Today's parents are raising children with a very mature emotional vocabulary.

And beyond that, today's parents want to know about ingredients and safety — an emotional narrative alone doesn't close the trust gap anymore. The modern parent doesn't just want to feel that Dettol protects — they want to know it does.

Brand need to update itself with its current audience and environment.

Positioning lens: This ad does its job well. Brand identity is intact, recall is strong, and the subtle placement of Dettol as an essential household product is done well. The only thing the brand needs to think about is updating its narrative for the modern parent.

Positioning scale: ⭐⭐⭐⭐

Cars24 recently launched a campaign where their CEO Himanshu Ratnoo steps in front of the camera and makes a series of promises — Mother Promise, Mother-in-Law Promise, Sister Promise — to back the brand's product guarantees like lifetime warranty and 30-day return policy.

What worked: A CEO putting himself on camera to personally back the brand's promises is a confident move. It makes the message feel accountable and direct.

What didn't work: Spinny had launched a very similar campaign 11 months earlier — "God Promise," featuring Sachin Tendulkar, built on the same promise-driven idea. While the Cars24 ad works on its own, it is still your competitor's concept. And when your audience has already seen it done elsewhere, it doesn't put your brand in the best light.

Positioning lens: When you borrow a competitor's concept, you are not just borrowing an idea — you are trying to recreate their identity because you saw it work for them. But that is exactly the problem. You will always be building in their shadow. Your audience will always see them first and you second. A brand that wants to stand out needs its own personality, its own voice, its own way of showing up in the market. Borrow the concept, and you might get the campaign. But you will never get the brand.

Positioning scale: ⭐⭐

This is it for today's newsletter. I'll see you soon in your inbox on Saturday. Till then — what is the most recent advertisement you saw that felt completely bizarre to you?

Happy Weekend, guys!