Admark’s Weblog

Archive for July 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 brands have to work for a cause, in the sense that they should provide a discernible solution to consumers, in order to find market acceptance. As an add on, brands can associate themselves with a social cause that is in harmony with the core objectives and image of the brand so as to provide additional synergy to the marketing efforts. This will go a long way in meeting social obligations and commitments towards the society and at the same time building the brand’s image.

Teach India

I believe TOI ventures a lot into cause-related branding. They started with Lead India campaign and now the Teach India campaign. They are able to create a strong brand satisfying the societal needs as well.

Read more on Teach India campaign:



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 to be around Rs 40 crore, is expected to touch Rs 500 crore in the next five years.

It’s the FMCG (mass market segment) spends that have grown fastest when it comes to online marketing, according to Prasanth Mohanachandran, executive director — Digital Services, OgilvyOne Worldwide (digital branch of O&M), India.

FMCG firms spend considerable sums on microsites these days. Most television commercials (TVCs) are supplemented with a parallel campaign online in the shape of microsites. Examples include that of Sunsilk, Mentos, Pepsi, Ponds, Happydent, 7up, Cadbury and Kwality Walls. Microsites have a short life span and a simple interactive site can cost around Rs 2.5 lakh.

Read the entire article on:


We started with customer relationship management and have now moved on to customer advocacy. And the Orkuts and the Facebooks of the world are smiling away. With blogging being contaminated everyday with posts intended to catch the consumers eye and companies recruiting bloggers to maintain their image in the e space, there’s an open battle field ready to explode. Customer activation aims at reaching the customer where they least expect, the web space seems to be a lucrative choice.

However, with fewer laws governing the dos and don’ts in this form of advertising, there is ample scope of sublimed advertisement. Agreed it would take consumers years to get saturated in this form of advertisement, but a degree of caution on the part of the advertisers would do good. Also, the advertisements need to innovate and intrigue the consumers. There is need of a better control over the webspace, lest another Dell should wake up to watch their brand equity get eroded on websites.

Lastly, like all offerings, India needs a customized form of web advertisement. If your product intended to reach a greater mass, think about where these masses would go. And blogs may not be the right answer. So maybe an i-Shakti or an e-Choupal is where your gold mine lies. Are the companies thinking?


Sitting in my Integrated Marketing Communications (IMC) class, I was getting fascinated by the question of what really goes into a creative brief with which a creative leap is taken. I posed this question and I finally got my answer. Here is the outline of the components of a creative brief:

  1. Defining the competitive environment
  2. Target audience (aspects like age, gender, attitude)
  3. Key consumer insights
  4. Current attitude and behavior of consumers towards the category
  5. Key desired response after the execution of the ad
  6. USP of the product
  7. What should be the proposition/message of the ad
  8. Tone and manner of communication (example:  warm, emotional, endearing)
  9. Mandatories (like is price flash needed, certain brand properties which must be communicated)
  10. Specify the media vehicles and budget

Phew! That looks really exhaustive. And after the brief is given, typically an ad agency would have a “challenging the brief” session where they would try to tear apart the brief in order to gain a better understanding. Based on all these, finally we see those sexy and appealing ads 🙂