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

Kotak Mahindra – Money ka Matlab – Brand analysis #32

Posted on September 9, 2011 by Ajit Vishwanath Posted in affiliate marketing, brand activation, brand evolution, cluttered market, mass-market, retail marketing, services marketing | 2 Comments

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Excerpt: Celebrating its 25th year, Kotak Mahindra Bank launched itslatest campaign – Money ka matlab(The meaning of money). The campaign in different variants shows how moneymeans different things to different people. Banks in India have always promotedconvenience, better service or attractive interest rates. While this campaignclearly stands apart from the herd, it does little to deliver a good impact tothe business or increase its customer base. The campaign also includes a roadtrip which is wrapped into a ‘motorcycle diaries’ format which does not haveany relevance to the brand or the product. The campaign has launched big andplastered many billboards and bus shelters…

Tata Docomo – No getting away: Brand analysis #31

Posted on September 4, 2011 by Ajit Vishwanath Posted in brand activation, brand evolution, cluttered market, good positioning, mass-market, telecom marketing | Comments Off

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Excerpt: Tata Docomo’s recent campaign promotes their networkstrength humorously. With multiple ad variants, the campaign effectively messagesthat no matter ‘where’ one is, the network reaches them. A few years back whenthe mobile market was in the growth phase (especially in the metros); mobilecompanies were targeting their brand campaigns at specific demographic customerprofiles. Airtel was popular among the 22-40 age group whose primary need wasstrong connectivity and superior customer service. Vodafone was popular among the16-25 age group whose primary need was VAS and flexible plans. BSNL was popularamong the 40+ age group who had a loyalty towards the company (through fixedline subscriptions)…

Asian paints – Happy Painting: Brand analysis #28

Posted on August 24, 2011 by Ajit Vishwanath Posted in brand activation, brand evolution, customer engagement, experiential marketing, mass-market, retail marketing | Comments Off

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Excerpt: Asian paints’ latest campaign (which follows their last campaign’s theme) takes home painting closer to the customer. Indians still employ professionals to paint their homes and more often than not rely on their choice and guidance. In 2000, Asian paints launched ‘Home Solutions’ in a forward-integration bid by offering services of professional painters for painting homes. With a growing number of homes, increasing awareness and need for variety, Asian paints’ latest campaign attempts to take the initiative to the next level and strengthen their relationship with customers. While attempting to side-step middle-men (the supply chain and professional painters), Asian Paints has…

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