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    BTL & social media key to success for online travel start-ups: Rikant Pitti

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    As the big players firm their base in the $22 billion online travel market in India, newer players are also garnering good returns on the back of aggressive BTL activities, which is considered as a key to success in the online travel industry. One such player is EaseMyTrip.com, which entered the market in 2008 and…

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    Emami refreshes brand Fair and Handsome; aggressive push planned

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    In a bid to expand its presence in the personal care segment and the men’s fairness market, homegrown major Emami has relaunched its Fair and Handsome cream with new packaging, positioning and TVC. The relaunch will see an Advertising and Marketing (A&M) spend of 20 per cent of the total targeted sales of the brand…

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    Intel moves a step closer to perceptual computing with 4th Gen Core Processor

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    Even as the 3rd generation Intel Core Processors, launched last year, continue to wow users, who are still getting used to the power that Ultrabooks provide, Intel has launched its 4th Generation Core Processors, which enable new form factors, two-in-one designs, 50 per cent improvement in battery life and an Intel Iris graphics that delivers…

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    Cosmetic changes are passé, Mercedes E-Class sports a different look

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    Six months after the new Mercedes Benz E-Class showcased globally at the Detroit Motor Show, it is now finally launched in India. Mercedes Benz India claims the new E-Class to be the fastest launch in India after a global showcase of any Mercedes model, and says that that this specific model was first launched in…

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    Marketing needs more representation in company work: Ramanujam Sridhar

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    The positioning of a brand is focused on ‘how’ you say it, rather than ‘what’ you say. It is advertising that is expected to provide the difference as not everyone can have the first mover’s advantage in business. In an interview with Pitch, Ramanujam Sridhar, Founder and CEO, Integrated Brand-comm talks about the importance of…

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    No longer a child’s play

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    Ever wondered why taglines like “My Daddy Strongest”, “I am a Complan Boy” “I love you Rasna”, and “Daag Ache Hain” became etched in one’s minds for eternity and today’s children being associated as brand icons, with the likes of Suri Cruise and Aaradhya Bachchan hitting the fashion circuit with sudden change in the spotlight…

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    Samsung India banks big on digital; price hike in the anvil: Rahul Saighal 

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    Samsung India recently bagged three awards Pitch Brands 50 Awards – For Excellence in Marketing, the only company to have achieved this feat. The consumer durables company won in the categories of Buzzy Brands, Marketing Innovators, and Impactful Launches. In an interview with Pitch, Rahul Saighal, CMO, Samsung India talks about the company’s marketing strategy…

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    When BlackBerry, Shaadi, Metro Shoes faltered

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    From BlackBerry’s confusing commercial to Shaadi.com’s dissonance to the Saifeena (AKA Kareena-Saif) overkill in Metro Shoes, some well placed brands have faltered in a big way… Back-berry A few years back, the well-known fruity brand of mobile phones thought of changing its positioning from a serious business brand to a brand that every youngster should…

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    Rooh Afza stirs up rosy nostalgia

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    Remember the old Rooh Afza, the rosy syrup that can be added to sherbets, cold milk drinks, ices and cold desserts, such as the popular falooda? A concoction that has come a long way since the early 1900s, now has a new campaign that involves its loyal consumers. This brand from Hamdard has launched the…

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    Hyper-competition, globalisation, inter-connectedness driving mktg: Sharad Sarin

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    Differentiation and distance are two major challenges for marketers to position their brands differently in the market. In an interview with Pitch, Sharad Sarin, senior marketing professor, XLRI Jamshedpur shares the three mega trends of marketing and the dominant tasks that a marketer has to perform to develop an integrated marketing approach. Excerpts: What are…