Monthly Archives: June 2011

Yamaha FZ – Lord of the streets: Does it ride along?

Posted on June 24, 2011 by Ajit Vishwanath Posted in automotive marketing, brand dilution, celebrity endorsement, mass-market, mundane strategy, retail marketing | Comments Off

Archived; click post to view.Excerpt: Yamaha with their long time running brand ambassador – John Abraham, launched yet another new commercial; this time in a rustic urban neighbourhood setting. The commercial has John in a triplicate role (something different) trying to get on the bike. The bike scans him, sees him as a match (‘Terminator’ inspired!) and only then does it allow him to get on. So, by the end of the commercial, the viewer would think: The biker should have … →

Maruti Suzuki Estilo – Come alive: Does it?

Posted on June 20, 2011 by Ajit Vishwanath Posted in automotive marketing, brand activation, brand dilution, cluttered market | 1 Comment

Archived; click post to view.Excerpt: The latest Maruti Suzuki Estilo commercial tries to make a point that the driving should come alive. The company has gone all the way in their attempt to ‘digitise’ the experience for the potential consumer. Employing robots instead of humans seems to be the company’s way of differentiating the product.  Differentiate they do alright, but does that make the product appeal to the consumer? Increasingly, companies inScreenshot of the product websitepursuit of ‘differentiation’, lose focus to the … →

TATA Photon – Leave office early – Can one really?

Posted on June 16, 2011 by Ajit Vishwanath Posted in affiliate marketing, brand activation, camaign creativity, customer engagement, mundane strategy, services marketing, telecom marketing | 4 Comments

Archived; click post to view.Excerpt: TATA Photon’s latest campaign encourages people to ‘leave office early’. The campaign that has kicked off in Bengaluru is slated to next go to Delhi, Mumbai and Ahmedabad. It surely hits the right nerve and tries to communicate a different message in the market. Advertisers today put all the more efforts to distinguish brands in the already cluttered market and TATA has always come up such ads (Remember the ‘Jaago Re’ campaign!). Having had the … →

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