Original Article ISSN (Online): 2582-7472 ShodhKosh: Journal of Visual and Performing Arts July-December 2023 4(2), 1231–1241 How to cite this article (APA): Gaikwad, V. V., and Kumar, A. (2023). Examining Tagline Efficacy in FMCG Brand Awareness and Recall. ShodhKosh: Journal of Visual and Performing Arts, 4(2), 1231–1241. doi: 10.29121/shodhkosh.v4.i2.2023.2334 1231 EXAMINING TAGLINE EFFICACY IN FMCG BRAND AWARENESS AND RECALL Vishal Vidyasagar Gaikwad 1 , Dr. Atul Kumar 2 1 Assistant Professor, Dr. D.Y. Patil Arts, Commerce, and Science College, Pimpri, Pune, Research Scholar, Neville Wadia Institute of Management Studies & Research, Pune, India 2 Dean & Professor, Dr. D.Y. Patil B-School, Tathawade, Pune, Research Guide, Neville Wadia Institute of Management Studies & Research, Pune, India ABSTRACT This research paper examines the efficacy of taglines in enhancing brand awareness and recall within the fast-moving consumer goods (FMCG) sector in India. Utilizing a quantitative approach, a structured questionnaire was administered to a sample of 265 respondents, aiming to gather insights into consumer perceptions regarding the impact of taglines on their ability to recognize and recall brands. The study employs a one- sample t-test for data analysis, revealing statistically significant findings that indicate a strong positive correlation between memorable taglines and both brand awareness and recall. The results demonstrate that consumers perceive taglines as crucial tools for identifying brands while shopping and for aiding their memory during purchasing decisions. These findings underscore the importance of effective tagline development as a strategic marketing component in the FMCG industry. The paper concludes by discussing the implications for marketers and offering suggestions for future research avenues. DOI 10.29121/shodhkosh.v4.i2.2023.233 4 Funding: This research received no specific grant from any funding agency in the public, commercial, or not-for-profit sectors. Copyright: © 2023 The Author(s). This work is licensed under a Creative Commons Attribution 4.0 International License. With the license CC-BY, authors retain the copyright, allowing anyone to download, reuse, re-print, modify, distribute, and/or copy their contribution. The work must be properly attributed to its author. Keywords: Taglines, Brand Awareness, Brand Recall, FMCG Sector, Consumer Perceptions, India 1. INTRODUCTION There has never been a time when smart advertising was more crucial than in today's market, when consumers have more options than ever before and brand loyalty is harder to pin down. Taglines are effective marketing strategies because they summarise a brand, make it easier to remember, and impact how consumers act (Kohli et al., 2007). In the highly competitive and crucially differentiated fast-moving consumer goods (FMCG) industry, the effectiveness of a tagline in building brand recognition and influencing customer purchases is of utmost importance (Hasan et al., 2022). A well-written slogan may boost awareness and recall of a brand, which in turn increases brand equity, according to studies (Kohli et al., 2007; Mantonakis, 2012). In addition to communicating the promise of the brand, an effective tagline may connect with customers on an emotional level, which in turn may boost sales and brand loyalty (Kohli, Thomas, & Suri, 2013). The significance of this emotional resonance cannot be emphasised enough; customers are inclined to recall and choose companies that make them feel good (Arora et al., 2009). The success of taglines, however, depends on a number of things, such as how well they convey the intended message, how well they match the brand, and what kinds of items they represent (Misra, Sasi, & Jain, 1971).