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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cluttered market

Union Bank of India – Your dreams are not yours alone: Brand activation

Posted on October 31, 2011 by Ajit Vishwanath Posted in brand activation, brand evolution, camaign creativity, cluttered market, good positioning, mass-market | 2 Comments

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Excerpt: Union Bank of India has joined the league of public sectorbanks that have invested in a ‘brand make-over’ in the recent past. The bankimplemented a new logo in 2008 heralding the new face of the bank and has eversince positioned the bank as a ‘partner in one’s dreams’. The positioning workswell with a bank that caters primarily to the working population of the nationand with most bank borrowings drawn to fulfil one’s dreams, the brand messageis a ‘nail on the head’. The bank has evolved its strategy over time and in itslatest campaign talks about the silent faces behind well-known…

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…

Emami’s Fair and Handsome fairness cream: Brand analysis #35

Posted on September 21, 2011 by Ajit Vishwanath Posted in brand dilution, brand over-shadowed, brand-celebrity mismatch, celebrity endorsement, cluttered market, fmcg marketing, mass-market | Comments Off

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Excerpt: Emami recently re-launched their men’s fairness cream – Fair& Handsome. Many Indian women have a leaning towards a fairer skin whichresulted in the huge success of ‘Fair & Lovely’ by Unilever and ‘Fairever’by CavinKare which promises fairer skin in a few weeks. In tow with its femalecounterpart, ‘Fair & Handsome’ was launched targeting the male population witha similar interest. The campaign has always promoted the idea – Why use a girl’scream and be shy about it (when you have a male alternative)? The product itselfhas started on the wrong foot from the naming. While it is conventional to usethe phrase ‘Dark…

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