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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celebrity endorsement

Amitabh Bachchan brings out the colours of Gujarat

Posted on May 21, 2012 by Ajit Vishwanath Posted in brand activation, campaign creativity, celebrity endorsement, customer engagement, market potential, market trends, mass-market, services marketing | Comments Off

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Excerpt: According to a Wiki article here, Tourism in India is the largest service industry, with a contribution of 6.23% to the national GDP and 8.78% of the total employment in India. Kerala, Tamil Nadu, Delhi, Uttar Pradesh and Rajasthan are the top five states to receive inbound tourists. Not wanting to fall behind, a few weeks back Chhattisgarh tourism launched their ad campaign (watch here) promoting the state to be a land full of surprises. Following on close heels, Gujarat tourism has launched an even bigger ad campaign. The ads are so compelling it quite simply puts visiting the marvellous places…

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…

TVS Star City – Dumdaar Hardum (Mighty, Always): Brand analysis #40

Posted on October 4, 2011 by Ajit Vishwanath Posted in brand activation, brand over-shadowed, brand-celebrity mismatch, celebrity endorsement, cluttered market, mass-market | Comments Off

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Excerpt: TVS Motors’ recent campaign promotes its motorbike – StarCity with its brand ambassador, Indian cricket team captain, Mahendra SinghDhoni. Having the Indian captain plastered on their commercials has beenroutine for the brand. But this time around, they bring in the captain’s wife –Sakshi Singh Rawat too on-board in an attempt to leverage the glam factor ofthe much publicised couple. Much part of the ad plays around the commercialtheme based on the popular Indian festival – Dussehra. The campaign is very similarto the Top Ramen’s ‘Be the Champion’ campaign in that the product is lost inthe background while trying to accommodate the…

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