Yearly Archives: 2011

Coca Cola believes in a happier tomorrow – Branding at its best!

Posted on December 30, 2011 by Ajit Vishwanath Posted in brand activation, brand evolution, camaign creativity, fmcg marketing, good positioning, mass-market | 1 Comment

Archived; click post to view.Excerpt: While most marketing campaigns revolve around product features, brand attributes or benefits to customers, Coca Cola has a marked difference in its campaign. The brand has truly evolved into one that now can simply leverage the equity it has developed in the market in the past few decades. The campaign brings forth the numerous good things that happen around people (to which most are oblivious) in stark contrast to the ‘not-so-good’ things in the world. … →

Mumbai Mirror is shouting – ‘I am Mumbai’ – Are you listening?

Posted on December 23, 2011 by Ajit Vishwanath Posted in brand activation, campaign creativity, good positioning, market potential, newspapers marketing | Comments Off

Archived; click post to view.Excerpt: Mumbai Mirror, the English compact newspaper from the Times of India (TOI) group launched their latest campaign promoting the ‘city’s voice’ in the daily. The campaign attempts play a message to resonate with the Mumbaikars (people of Mumbai) by striking at the heart of various issues the average Mumbaikar faces in their life. The campaign positions the newspaper distinctly with a powerful message – ‘I am Mumbai’. With a host of newspapers clambering to reach … →

The good ol’ Rusk – piping hot from Britannia’s oven!

Posted on December 13, 2011 by Ajit Vishwanath Posted in brand activation, brand evolution, new market sector, product innovation, retail marketing | Comments Off

Archived; click post to view.Excerpt: Britannia Biscuits is now foraying deeper in the bakery foods category with their recent launch of Britannia Rusk. The campaign is based on a ‘wacky’ idea based on a spatial family during tea time. The commercial enthuses interest in the viewer and subtly brings out the under-lying ‘family-time’ that comes along during evening tea. The brand has already extended to the healthy-foods and dairy-foods category. While the two seem more distant from their primary offering … →

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