Monthly Archives: April 2012

VIP Skybags’ ad is the exact opposite of ‘arrive in style’

Posted on April 23, 2012 by Ajit Vishwanath Posted in brand activation, brand analysis, brand dilution, brand over-shadowed, brand sponsorship, brand-celebrity mismatch, celebrity endorsement, mundane strategy | 2 Comments

Archived; click post to view.Excerpt: Whenever I think of VIP luggage bags, the 2008 ad here featuring Shahid Kapoor comes immediately to mind. The ad was simple, well-executed and rolled the product & the celebrity equity of Shahid in one nice package. The ad brilliantly combined playfulness in the ad theme without once losing the focus on the product. Next came the lineage of ads featuring John Abraham. While John is a more glamorous brand ambassador, did VIP need someone … →

Here’s to the BlackBerry Boys…

Posted on April 8, 2012 by Ajit Vishwanath Posted in brand activation, brand dilution, brand evolution, campaign creativity, good positioning, telecom marketing | 3 Comments

Archived; click post to view.Excerpt: Vodafone’s new campaign is all about BlackBerry. What appeals most in the commercial is the focus on BlackBerry’s transition from being the corporate must-have to becoming ubiquitous among the young 20s – even more because it is not BlackBerry who did this commercial. The Sing-Song theme adds a youthful tone keeping the viewer engaged. Getting the younger audience hooked on to BBM service by offering the prepaid option is a simple yet clever strategy. The … →

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