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Cracking the code for impactful brands

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logo-Brand-50-AwardsIs your brand impactful? Does it possess that power to become one of the most ‘Impactful Brands’, so much so that it can even exterminate the giant brands? While Pitch is on the lookout for the five most ‘Impactful Launches’ of 2013, it has shortlisted 11 most powerful candidates for the grand awards night of Pitch Brands 50 Awards – For Excellence in Marketing, presented by ABP News, in partnership with Percept. The Awards ceremony will be held on June 12 at Leela Kempinski.

While more than 20 brands made it to the shortlist after going through a comprehensive shortlisting process by Pitch’s editorial team, 11 were selected to go to the next level. Five of these will be selected as the winners.

Ramesh Jude Thomas, President, EQUiTOR Consulting

Ramesh Jude Thomas, President, EQUiTOR Consulting

The winners will be decided on by a distinguished jury, chaired by Ramesh Jude Thomas, President, Equitor Consulting. The other jury members include marketing professionals and professors such as Rahul Sen, International Brand Advisor; Ramanujam Sridhar, Founder and CEO, Integrated Brand-comm; Subroto Chattopadhyay, Chairman, Peninsula Foundation; Sunil Gupta, Marketing Partner, South Asia, Results International Group; and Ashok Pratap Arora, Marketing Professor, MDI.

Here’s a look at the 11 names that went to the jury:

Rahul Sen, International Brand Advisor

Rahul Sen, International Brand Advisor

One of the brands that has made it to the shortlist is ‘Satyamev Jayate’. The programme on Star Plus, hosted by actor Aamir Khan, highlighted several social issues and captivated the entire nation. Aired in the Sunday morning slot of 11 AM, the programme garnered some of the highest TRPs for the channel.

Another brand that made a big impact is Dunkin Donuts. The US-based food chain was launched in India in May 2012 in a joint venture with Jubilant FoodWorks. The company has introduced a wide array of donuts in unique shapes and flavours designed specifically for the festive season.

Renault Duster has been capturing the market share in urban India since its launch. Priced between Rs 7.69 lakh and Rs 11.99 lakh, Duster, an SUV, has propelled Renault India into the list of top ten automakers in the country.

Sharad Sarin, senior marketing professor, XLRI

Sharad Sarin, senior marketing professor, XLRI

Sharad Sarin, senior marketing professor, XLRI Jamshedpur remarked, “There are some launches that were so powerful that they posed a tough challenge to the already existing giants of the market. People unfortunately assume that media weights will ensure impact, but they may not. It is an integrated communication approach built on a powerful idea that will deliver impact.”

Another brand that has made it to the list is HTC One X, which was launched on October 26, 2012. HTC also launched an upgraded version of its flagship One X smartphone, the One X+, in India priced at Rs 40,190. This smartphone has 4.7 inch display, 64 GB internal storage and 1 GB RAM.

Another impactful launch was that of Windows 8, which hit the markets on October 26, 2012. The performance improvements, security enhancements, and improved support for touchscreen devices of this latest product from Microsoft received positive response from the market. More than 70 million Windows 8 licenses have been sold throughout India so far.

Ramanujam Sridhar, Founder CEO, brand-comm

Ramanujam Sridhar, Founder & CEO, brand-comm

Ramanujam Sridhar noted, “Hundreds of brands are launched every year, however, several of them are mere ships that pass you by in the night. But there are a few that stand out due to a combination of factors. It could be the power of the idea itself that captivates. It could be the force of the media that makes you see the communication time and again. It could be the execution that makes you sit up and take notice or the power of events that have been carefully strategised and wonderfully executed.”

When it comes to impactful launches, how can Pitch forget Jabong.com, the fashion and lifestyle e-commerce portal owned by Rocket Internet. The portal retails apparel, footwear, accessories, beauty products, fragrances, home accessories and other fashion and lifestyle products. The site commenced operations in January 2012 and the e-store currently features over 700 brands and more than 50,000 products.

Subroto Chattopadhyay, Chairman, The Peninsula Foundation

Subroto Chattopadhyay, Chairman, The Peninsula Foundation

Nestle is yet another strong player which made an impactful launch with its product, Junior Daheez, with the tagline: “Growth Ka Naya Funda”. According to the company, two tubs of the curd, fortified with calcium, vitamin D and protein, deliver the same nutrition as a glass of milk.

Marking its presence in the list is Manchester United Merchandising (MUML), which had teamed up with Indus League Clothing, part of Future Group, to launch exclusive Manchester United store in Palladium Mall, Lower Parel, Mumbai. Manchester United has a huge fan following in India, with an estimated Indian fan-base of 20 million.

Sunil Gupta, Managing Partner, South Asia, Results International Group

Sunil Gupta, Managing Partner, South Asia, Results International Group

According to AP Arora, “New brand launches cannot be evaluated through their Return on Investment (RoI) in the short run. However, the awareness, churn in the minds of customers, word of mouth and the trials that they generate are their litmus tests. Once the marketers succeed on these scores, the future brand paths can be more easily drawn.”

Samsung Galaxy S, which gave a tough competition to Apple iPhone 4S, finds a place among the 11 finalists. Samsung Galaxy S has all the features of a smartphone, including MP3P, portable game player, e-book reader, laptop and tablet.

Not to be left behind is the Apple iPhone 5, which has become an aspirational brand.

Tanishq completes this list of 11 finalists with its brand Mia. Mia nailed the perfect positioning, keeping in mind the style needs of working women at more or less affordable prices.

Continuing with the series of highlighting India’s best brands, Pitch has already unveiled six of the ten categories for Pitch Brands 50 Awards, which include Rechargers, Ageless Brands, Bottom of Pyramid, Social Marketers, Globetrotters and Impactful launches.

Keep watching this space for more.

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Neeta Nair

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