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    When an aspirational brand turned relational

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    As Tata’s Tanishq, an aspirational jewellery brand launched their latest TVC, critics applauded the brand and Gauri Shinde of “English Vinglish” fame for coming up with a path breaking advertisement. The subject of remarriage has touched a chord with the audiences and critics alike, creating a relationship between the brand and the consumer. According to…

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    The long life cycle of brand Krrish attracts marketers

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    India’s very own super hero Krrish has had a dream run for the past 10 years, never having faded from the audience’s memory due to the well-planned and marketed release of the last 2 films in the trilogy. It is the life cycle of brand Krrish that has attracted marketers of children’s products to enter…

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    Micromax eyes the number one spot in India, looks to expand in the overseas market

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    With the launch of the latest Micromax Canvas Turbo and the announcement with regard to Wolverine star Hugh Jackman as the brand ambassador, Indian mobile hand set maker Micromax has signaled a big leap in strategy. Micromax stands at number two with 22 per cent market share, just behind Korean handset maker Samsung, which is…

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    CASE STUDY: Colgate creates brand recall for its value pack

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    Campaign: Gaon gaon mein hero Client: Colgate Dental Crème Agency: Group M Background: Colgate was the first toothpaste in a collapsible tube, introduced in 1896, when it had previously been sold in glass jars since 1873. Present in India since the 1930s, Colgate is almost synonymous with toothpaste in the Indian market. It is accepted…

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    New and Old Spice

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    Milind Soman is everywhere right now, marathon running aside. It’s impossible to miss him in India’s version of the Old Spice commercial, telling us a real man plays Carnatic music, makes a mean Malabar fish curry and uses Old Spice. He’s not just about impressive karate moves. Simultaneously on air is the Park Avenue Beer…

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    Brands look towards the mobile space as GSMA report predicts unparalleled growth for the mobile ecosystem by 2020

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    According to the latest report by GSMA called “The Mobile Economy India, 2013” the mobile ecosystem would contribute almost 21.6 lakh crore to India’s GDP by 2020. In 2012, the mobile ecosystem generated Rs 1.27 Lakh crore. Mobile might become the new game changer for marketers in the coming years. India is already the second…

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    MTV wins 2 awards at the 22nd World Brand Congress

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    Having established itself as a youth brand born out of popular youth culture, MTV is now garnering accolades for its influence, appeal and contribution in this space. It was conferred the “Master Brand” award in the youth Entertainment category at the 4th edition of Master Brand Awards hosted by the 22nd World Brand Congress in…

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    ‘The 5 star power ads’ that made a mark

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    1 Salman Khan for Mountain Dew: Mountain Dew communication has been about challenging yourself and pushing the limits. Their brand philosophy of ‘darr ke age jeet hai’  fits well with Salman’s image post his Dabangg series and thereby makes the celebrity association and the commercial credible 2 Kajol for Olay: While we all know Kajol…

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    ‘Deal with their challenges’ is the new mantra for brands targeting Rural India

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    In 1999 when FMCG giant HUL declared that it would double its turnover in the next five years, little did it know that its sales would actually dip. HUL soon realised that rural India was the real growth driver and started focussing on this neglected market. With the help of ‘Project Shakti’ and ‘Operation Bharat’…