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 evolution

Cadbury’s new ad falls short to the brand

Posted on July 29, 2012 by Ajit Vishwanath Posted in brand activation, brand analysis, brand evolution, customer engagement, fmcg marketing, market potential, mass-market, retail marketing | Comments Off

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Excerpt: 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 one where the girl wallops from the stand onto the field dodging the security guards celebrating her boyfriend’s six on the cricket field. Even now when I play the ad on YouTube, someone invariably stands next to me to watch along and we end up humming the tune. That to me is what an ad should do – draw the viewer to the brand so close that it becomes almost impossible…

Blame Fastrack & Move on!

Posted on June 23, 2012 by Ajit Vishwanath Posted in brand activation, brand analysis, brand evolution, campaign creativity, mass-market, retail marketing | Comments Off

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Excerpt: 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 with the ‘Blame Fastrack’ mantra video and this catches the viewer’s attention. Their new summer bags and watches ad campaigns follow ‘close on the heels’. Both the commercials flaunt the new brand attitude and bring in the product focus cleverly. The bigger challenge for the brand is to keep the sifting audience hooked. On the flip side, while the brand mantra is engaging, the commercials needs some work. For example, their watch…

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 –…

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