How Eveready, on the cusp of change, is trying to regain its mojo

Over the past decade, a change in consumer choice swept through the battery industry - the walkman lost its mojo, smartphones overtook cameras and batteries were tucked away in remotes and wall clocks

The world is changing for the country’s largest dry cell battery maker, Eveready Industries India Ltd, inside out.

Over the past decade, a change in consumer choice swept through the battery industry – the walkman lost its mojo, smartphones took over cameras and batteries were tucked away in remotes and wall clocks that hardly needed frequent call-ups.

The result: Brand Eveready lost mind space. And the company’s attempt to stick to the on-ground marketing activities didn’t quite help.

But Eveready, now at the cusp of change, is putting things right – a new Give Me Red television commercial has been