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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mundane strategy

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…

How can banks become better marketers?

Posted on February 24, 2012 by Ajit Vishwanath Posted in aggressive marketing, market trends, mass-market, mundane strategy, services marketing | 3 Comments

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Excerpt: With the Indian economy picking up after fears of a second recession have appeased, there is a general upbeat in the market. In light of this, banks seem to have loosened their purse strings and are going ‘gung-ho’ in their marketing spends. Banks such as Kotak Mahindra, Union Bank of India, HDFC, IndusInd and now Axis are going all out in their bid to grab the consumer’s attention. Kotak Mahindra last activated a diverse campaign – ‘Money ka Matlab’ (the meaning of money) showcasing how money means different things to different people. The campaign (reviewed here) was largely a branding…

Volkswagen – Polo & Vento: Brand activation

Posted on November 19, 2011 by Ajit Vishwanath Posted in automotive marketing, brand activation, brand dilution, mundane strategy | Comments Off

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Excerpt: Volkswagen recently launched their year-end promotionoffering INR 40,000 worth free car accessories along with a purchase of the Poloand Vento breeze models. End of the year sees a dip in sales owing to customerspushing their buying intentions to January to get New Year models. But isgiving away freebies the most effective way to tempt potential customers to buya car? The campaign pokes fun to show that the offer is ‘too good to be true’but is it good enough to sell? The strategy adopted is mundane and in a waydoes more harm than good to the brand. Volkswagen is a brand to…

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