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 sponsorship

Amul promotes Olympics, milk-style!

Posted on May 13, 2012 by Ajit Vishwanath Posted in brand analysis, brand association, brand sponsorship, campaign creativity, fmcg marketing, good positioning, market potential, market trends, marketing idea, mass-market, product innovation, retail marketing | Comments Off

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Excerpt: Amul, the flagship brand of Gujarat Cooperative Milk Marketing Federation (GCMMF), India’s largest food products marketing organisation was started in 1946. Its inception is a testimony of rebellion against exploitation of farmers and how milk farmers in Gujarat united to show resilience and started the white revolution. According to a Wiki article here, The impact was so forceful that it motivated notable Indian film-maker Shyam Benegal to base his film Manthan (1976) on it. Amul in its latest ad promotes Olympics and its support to the Indian team. The ad brings out the association between the brand and the product…

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

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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…

Pepsi changes the game (from madness to coolness)

Posted on March 7, 2012 by Ajit Vishwanath Posted in affiliate marketing, brand analysis, brand association, brand evolution, brand sponsorship, good positioning, market potential, market trends | 11 Comments

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Excerpt: Indian cricket has seen better days, much better ones. With a dismal performance in the tri-series, the attention the Indian cricket team is garnering from all corners has been anything but positive.  The repercussions of poor performances have been felt in the most unlikely places. An ET article here says the Indian team’s performance significantly affects even the Indian stock market! With a record number of matches being played every year, match leagues being marketed aggressively and players heavily commercialized, the game has slowly and steadily retreated to the background impacting sponsor brands adversely. Naturally, marketers have started to look at…

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