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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mass-market

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…

Idea 3G – An idea can change your life: Brand analysis #19

Posted on July 27, 2011 by Ajit Vishwanath Posted in brand activation, camaign creativity, celebrity endorsement, good positioning, market potential, mass-market, services marketing, telecom marketing | Comments Off

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Excerpt: Idea is the third largest mobile operator (by revenues) in India, and has the highest share of non-urban subscribers as a percentage of total subscribers. The Indian market itself, has more than 826 million mobile subscriptions second only to China. But, India lags behind other emerging markets, with wireless carriers in China, Indonesia and Malaysia generating more than 30% of their revenues from services other than voice making 3G in India a lucrative offering. Now, with two out of every three new subscribers from the non-urban market, India’s three major private GSM operators – Airtel, Vodafone, and Idea (with a combined…

Parx Deodorants – Live easy: Brand analysis #16

Posted on July 22, 2011 by Ajit Vishwanath Posted in brand activation, cluttered market, fmcg marketing, mass-market | Comments Off

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Excerpt: Parx Deodorants is an offshoot of the Parx brand from the Raymond Apparel Group stable. Parx is a premium casual lifestyle brand introduced in 1999 and targeted towards the age group 22-30. The brand was initially positioned for the ‘Value for Money’ segment and moved strategically to the Premium segment in 2002.  With a fresh identity in 2011 in the form of a free-spirited leaping stag, the brand endorses the philosophy of ‘living easy’. Deodorants are an emerging category, almost 1/10th the size of the market for soaps, but growing rapidly at the rate of 30%. The market was pegged at…

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