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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newspapers marketing

‘Read today’s news today’ is First Post’s positioning

Posted on June 10, 2012 by Ajit Vishwanath Posted in brand activation, campaign creativity, market potential, mass-market, new market sector, newspapers marketing, product innovation | Comments Off

Archived; click post to view.
Excerpt: First Post from Network 18 is all about delivering today’s news today. The TVC talks about how the planet suffers and the daily grind that the system goes through in delivering newspapers to our door-steps. The commercial also questions if this all worth it given the relevance of day old information that newspapers carry. Newspapers in the west are seeing a decline and may not see very many sunny days in the future. Arthur Sulzberger Jr., Chairman and Publisher of The New York Times, told the 2010 International Newsroom Summit in London that “We will stop printing the New York…

The Hindu woke up (finally!)

Posted on February 12, 2012 by Ajit Vishwanath Posted in ambush marketing, brand activation, brand dilution, mass-market, newspapers marketing | 12 Comments

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Excerpt: In a clear lash-back at rival the Times of India (TOI), the Hindu launched an aggressive campaign. The campaign focuses on the content of the two papers and how impoverished is the knowledge of TOI readers. Two months back TOI activated a campaign (read here) that subtly suggested the Hindu to be a dull read. It urged viewers to switch to the newly launched TOI in Tamil Nadu – the home state of the Hindu. In retaliation, the Hindu’s campaign has had a widespread launch through television, radio and outdoor. The TOI used this lash-back to humour its readers in a…

Mumbai Mirror is shouting – ‘I am Mumbai’ – Are you listening?

Posted on December 23, 2011 by Ajit Vishwanath Posted in brand activation, campaign creativity, good positioning, market potential, newspapers marketing | Comments Off

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Excerpt: Mumbai Mirror, the English compact newspaper from the Times of India (TOI) group launched their latest campaign promoting the ‘city’s voice’ in the daily. The campaign attempts play a message to resonate with the Mumbaikars (people of Mumbai) by striking at the heart of various issues the average Mumbaikar faces in their life. The campaign positions the newspaper distinctly with a powerful message – ‘I am Mumbai’. With a host of newspapers clambering to reach the urban population, it is critical for brands to create and reinforce unique brand identity and messaging. In that light, Mumbai Mirror has effectively caught the…

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