Four things marketers can learn from Angry Birds!


Angry birds – the game that ‘turned tables’ on the way we knew computer gaming before it. Other than creating a created a splash among casual gamers and inciting Read more

I don’t just shop. I FlipKart it! Have you seen this campaign yet?


Few brands manage to create path-breaking campaigns. FlipKart is right on top of that list today. FlipKart caught my attention when they launched their first campaign (reviewed here) by Read more

Cadbury’s new ad falls short to the brand


I have always admired Cadbury’s ad campaigns. Remember the one with the ad with the jingle Kuch Khaas  hai, zindagi mein (there is something special in life)? Yes, the Read more

Airtel gives a chance to train with Man Utd


Airtel has launched its latest campaign – ‘Rising Stars’ which gives 12 children under 16 years to train with Man Utd at the Carrington training ground, Manchester. The selection Read more

Blame Fastrack & Move on!


That is exactly what Fastrack wants you to do. Their latest campaign encourages the young & reckless to push boundaries, break rules and then, blame Fastrack! The campaign debuts Read more

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automotive marketing

The Bajaj RE60 is what the Tata Nano isn’t

Posted on February 3, 2012 by Ajit Vishwanath Posted in automotive marketing, good positioning, market potential, new market sector, product innovation | 6 Comments

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Excerpt: The first time I saw the new vehicle unveiled by Bajaj, I thought here comes another Nano. But the MD of the world’s largest three wheeler manufacturer – Rahul Bajaj says this is no car; he simply calls it a four-wheeler! This is because the vehicle is aimed primarily at three-wheeler market. According to a report here, it is expected that the RE60s will replace traditional auto-rickshaws in about 10 years.  That is a big step-up on Indian roads. Auto rickshaws have dominated the Indian roads since the time I can remember. Bajaj dominated this market for a long time until…

Tata Nano – The story behind, the story forward and the in-between!

Posted on November 23, 2011 by Ajit Vishwanath Posted in automotive marketing, brand analysis, good positioning, mass-market, new market sector, product innovation | 1 Comment

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Excerpt:  Tata Nano can arguably claim to have been in the news for more time than any other Indian car. From the time Ratan Tata promised a car at INR 100,000 ($2000) in 2008 to initial scepticism to an unprecedented rate of pre-booking, the brand has seen the ebb and the tide. With an ambitious plan to launch in other emerging markets in 2012 (according to a NY Times report here), the brand is all a marketer’s dream. So, what feathers can be pulled out from Tata Nano’s hat? Identify an undeniable market need (or create it like Apple!) – The bulk of…

Volkswagen – Polo & Vento: Brand activation

Posted on November 19, 2011 by Ajit Vishwanath Posted in automotive marketing, brand activation, brand dilution, mundane strategy | Comments Off

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Excerpt: Volkswagen recently launched their year-end promotionoffering INR 40,000 worth free car accessories along with a purchase of the Poloand Vento breeze models. End of the year sees a dip in sales owing to customerspushing their buying intentions to January to get New Year models. But isgiving away freebies the most effective way to tempt potential customers to buya car? The campaign pokes fun to show that the offer is ‘too good to be true’but is it good enough to sell? The strategy adopted is mundane and in a waydoes more harm than good to the brand. Volkswagen is a brand to…

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