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

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…

Max Bupa Health Insurance – Your Health First: Brand analysis #34

Posted on September 17, 2011 by Ajit Vishwanath Posted in brand activation, experiential marketing, good positioning, mass-market, product innovation, services marketing | Comments Off

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Excerpt: Max Bupa Health Insurance’s latest campaign is about ahealthy way of living. While previous campaigns by competitors have marketedthe need for insurance by ‘what-if’ scenarios, Max Bupa has adopted aninteresting angle to market their product offering by ‘not’ targeting the endconsumer. The campaign promotes health insurance while focussing on closerelationships one shares with the near and dear. By targeting the need to buyinsurance for close ones instead of oneself, the campaign creates an impact on theviewer’s mind. After all we do often care for our close ones more than our self. The website too has been nicely done with ‘good to…

Flipkart.com – No Kidding. No worries: Brand analysis #33

Posted on September 15, 2011 by Ajit Vishwanath Posted in brand activation, brand evolution, cluttered market, good positioning, market potential, mass-market, new market sector, services marketing | 1 Comment

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Excerpt: Flipkart.com, an entrepreneurial venture by two ex-Amazonemployees launched its latest campaign in a bid to break mental barriers aboutonline shopping and increase buying confidence among Indian consumers. Thecampaign focuses on three key concerns that Indian consumers normally harbourin their minds when ‘considering’ shopping online – Reluctance to usecredit/debit cards, manufacturer’s warranty and a replacement assurance in the caseof a defective product. Indians still are a long way from actively using onlineportals instead of the regular retail shop option.The brand faces a similarchallenge that the biscuit manufacturer McVitie’s is facing in its category -Getting people into a new ‘habit’. McVitie’s campaign…

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