Posted by: admark on: November 23, 2008
Viewing a company strategy through an advertisement thus trying to understand the communication landscape.
Posted by: arpitd on: November 22, 2008
The key to success for any brand in the digital environment is to adhere to the four factors responsible for the success of the digital-bred brands:
A brand must represent and demonstrate comprehensiveness in whatever market it’s in.
It has to make some aspect of life easier or more convenient for consumers.
The brand experience has to be [...]
Posted by: arpitd on: November 7, 2008
Bharti Enterprises (parent company of Airtel) unveiled its new identity on November 4. It was designed by JWT India. Bharti also presented its vision to become “India’s finest conglomerate” by 2020.
According to the official communique, the new logo is youthful and reflects Bharti’s multidimensional character and avenues for growth. The indigo stands for depth and [...]
Posted by: arpitd on: October 25, 2008
Using dhabas (roadside restaurants) as an advertising medium is nothing new for Indian brands. Companies such as PepsiCo or Coca-Cola have used them to increase brand visibility by installing branded umbrellas and other props. Dhabas have even been favourite spots for spreading social awareness, such as campaigns on HIV/AIDS.
The latest to join the bandwagon is [...]
Posted by: arpitd on: October 23, 2008
Airtel DTH Launch Ad
Campaign by JWT India
One of the brilliant ad of the recent times.
When Big TV (Relaince) mocked Airtel’s teaser ad, I read this comment – “JWT India, Airtel Digital TV’s agency, mocked Big TV’s attempt. “I thought Big (TV) was big enough to have ideas of their own,” says [...]
Posted by: admark on: October 3, 2008
How twitter is influencing companies’ brand outlooks? Straight from MSM mag BW.
Posted by: arpitd on: September 25, 2008
Before I begin this post, I have to say BootB is awesome!
BootB is a new online marketplace for the creative services industry launched some time in 2007. It allows anyone anywhere to respond to the creative briefs of major companies and be paid professional fees for their ideas.
BootB.com opens up the ad industry by bringing creative talent [...]
Posted by: admark on: August 18, 2008
Though the first thing that comes to mind when we talk about the most intense battle in the technology space is Microsoft Vs Google, a far more intense war is brewing on the advertising front between Microsoft and Apple. Of course this battle is not something new, it has its roots ever since apple launched [...]
Posted by: arpitd on: August 15, 2008
Co-creation is a new and innovative marketing mantra intended to keep consumers brand loyal. The engagement modes vary from penning the brand’s advertising (Kingfisher-Ad Director) to selecting which flavour stays in the market (Lay’s Fight for your Flavor) to putting consumers’ mug on the pack (Kurkure Chai Time Achievers).
Innovative ideas of nurturing creativity are on [...]
Posted by: arpitd on: July 30, 2008
With the rapid proliferation of brands in every product category, brands are becoming a commodity. The scope for differentiation has vastly diminished. Marketers are hard-pressed to raise their brands above the clutter. One such tool, which helps in creating a distinct position for a brand in the minds of consumers, is “cause-related branding”.
No doubt all [...]
Posted by: arpitd on: July 25, 2008
Interesting article in Business Standard:
FMCG spends have grown the fastest on online marketing; Facebook and Orkut emerge as potential brand promotion tools.
The online advertising market is expected to increase at least 10 times by 2011 to touch Rs 2,500 crore from today’s figure of around Rs 250 crore. Spending on the mobile market, currently estimated [...]
Posted by: arpitd on: June 7, 2008
Ambush marketing or Parasitic marketing refers to a situation in which a company or product seeks to ride on the publicity value of a major event without having contributed to the financing of the event through sponsorship.
Classical case of ambush marketing in India
When Coke won the official sponsorships rights for the 1996 Cricket World Cup, [...]
