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

Tata Sky DTH – Mobile App: Brand analysis #22

Posted on August 3, 2011 by Ajit Vishwanath Posted in brand activation, brand evolution, celebrity endorsement, good positioning, mass-market, product innovation, services marketing | 2 Comments

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Excerpt: The SKY brand, owned by the UK-based British Sky Broadcasting Group in a joint venture with TATA, launched DTH services in India in 2006. 68 million cable TV subscribers in 2008 reduced to 28 million in 2010 reflecting the DTH market growth which is further expected to grow at 28% CAGR till 2014. With Airtel, Dish and Sun offering similar services and fighting fiercely for their market share, the competition is stiffening. Brand differentiation amidst price-cuts is the CSF for DTH companies who are ‘toe in line’ with the mobile market-trends. Tata Sky has always managed to stay ahead of the…

KFC Krushers Kafeccino – So Good: Brand Analysis #20

Posted on July 31, 2011 by Ajit Vishwanath Posted in brand activation, brand evolution, experiential marketing, good positioning, niche-market, product innovation, retail marketing | Comments Off

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Excerpt: Yum Brands which owns KFC, (Taco Bell and Pizza Hut chains) launched its latest campaign around its cold coffee offering. With India’s entire food-service market estimated at almost `3 trillion, and the quick-service restaurant market estimated at `572 billion (which is growing at 25-30% a year), the growth potential is high. While adapting menus to cater to local tastes is a strategy adopted by most players, the differentiation strategy adopted by will determine if and how they grow in the long term. With low entry barriers, new entrants like Starbucks, Denny’s and Applebee’s who are slated to launch in the…

Royal stag: It’s your life. Make it large: Brand analysis #15

Posted on July 21, 2011 by Ajit Vishwanath Posted in brand activation, brand evolution, camaign creativity, celebrity endorsement, fmcg marketing, good positioning, niche-market, product innovation | 2 Comments

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Excerpt: Seagram’s Royal Stag blended whisky is one of the flagships brands gained by Pernod Ricard through their part acquisition of Seagram Worldwide in 2001. The product was launched in India in 1995 and within a short span of time, with a product promise of ‘No Artificial Flavours’, carved a niche for itself in the minds of the Indian whisky connoisseur. Today, this brand ranks amongst the largest and fastest growing brands in the world and one of the most profitable brands in the Indian market. Alcoholic beverages in India can promote their brand only through surrogate advertising and in this…

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