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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brand dilution

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 glamorous to endorse their brand? To me, someone like Shahid is a better brand fit. The first misstep was here. The product was overshadowed by…

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

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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 offer is saved for till the very last in the commercial – a classic signature of Vodafone campaigns. A format so simple: Hook the viewer –…

The Hindu woke up (finally!)

Posted on February 12, 2012 by Ajit Vishwanath Posted in ambush marketing, brand activation, brand dilution, mass-market, newspapers marketing | 12 Comments

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Excerpt: In a clear lash-back at rival the Times of India (TOI), the Hindu launched an aggressive campaign. The campaign focuses on the content of the two papers and how impoverished is the knowledge of TOI readers. Two months back TOI activated a campaign (read here) that subtly suggested the Hindu to be a dull read. It urged viewers to switch to the newly launched TOI in Tamil Nadu – the home state of the Hindu. In retaliation, the Hindu’s campaign has had a widespread launch through television, radio and outdoor. The TOI used this lash-back to humour its readers in a…

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