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    Coke Studio on Marketing 2.0

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    In a bid to further extend its positioning of ‘Open Happiness’ Coca-Cola is back with the second season of MTV Coke Studio with more diversified and original content. The beverages brand is keen on building stronger consumer connect beyond the product offerings through its association with music. According to Wasim Basir, Director – Integrated Marketing…

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    ‘Hema, Rekha, Jaya aur Sushma’ get calorie conscious

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    FMCG company Nirma, the brand synonymous with detergent cakes and powders, recently launched global artificial sweetener brand Nutrasweet in the Indian market via its healthcare arm Nirlife. Yes, we all heard it right! Nirma has a healthcare division and in fact the company had forayed into the pharmaceuticals business way back in 2006. Not known…

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    With Desire C, HTC tries to tighten loose ends

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    There has been quite a buzz in the Indian Smartphones market where the last few months saw big players like Samsung, Nokia, Sony, BlackBerry and even homegrown brands like Lava launching handsets in this fast evolving category. To add to the flurry of launches, HTC rolled out Desire C for users hooked on to music…

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    Philips gets ‘glocal’; cooks up a new kitchen

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    Taking its health-oriented positioning a step forward, Philips India recently launched a new product, the AirFryer, with a technology that removes the fat content of fried food. Priced at Rs 14,995, AirFryer targets the urban and semi-urban health conscious consumers by using ‘rapid air technology’ to provide air-fried food, which according to the company, contains…

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    Public Relations is like a spiritual guide

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    If language is the liberator of human beings, the Communication function is the liberator of an organization. It frees businesses from the constraints of time and space and the incarceration of their own mindsets. Of the various communication tools an organization uses, Public Relations is the one that comes closest to taking on the role…

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    Heineken eyes 5 per cent market share; brewing a success story?

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    A globally renowned and preferred beer brand for many discerning beer drinkers around the world, Heineken, ever since its India launch September last year, has been pursuing aggressive marketing activation campaigns to replicate its global success here. The Dutch- born beer, positioned as a super-premium lager beer was brought to India by United Breweries, owner…

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    Can Vespa’s premium tag recreate its past glory?

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    A cult symbol that made a name for itself in the 50s and 60s and driven by iconic figures like Audrey Hepburn, Italian scooter brand Vespa is gearing up to restore its glory with a new positioning in the Indian market. It is all set to become a lifestyle brand in the scooters market in…

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    ‘Our estimate for India is about Rs 100 crore per centre’

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    Marketing to kids seems to be evolving at a faster pace in India. And the latest addition to the growing list of kid’s marketers in the country is Mexico based edutainment brand KidZania.  KidZania is an edutainment indoor theme park scaled & built specially for kids.  The concept of the KidZania is to create a…

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    Common challenges, uncommon wealth

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    The Twenty First Century will overturn many of our basic assumptions about economic life. The twentieth century saw the end of European dominance of global politics and economics. The twenty first century will see the end of American dominance. New powers, including China, India, and Brazil will continue to grow and will make their voices…

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    Chess champ Viswanathan Anand not yet the King of brand endorsements?

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    Indian chess Grandmaster and recipient of the second highest civilian award Padma Vibhushan, Viswanathan Anand has quietly and diligently worked his way to become one of the greatest sporting legends of India. While the world chess champion enjoys an iconic status among chess enthusiasts across the globe, it is the celebrity-driven advertising world that has…