Mark Avenue Edition July 2012

Mark Avenue A MONTHLY MAGAZINE FROM MERCUR i

Also Jaa(r)go(n) re Accessing Rural India Fresh on TV

Inside

Suspense Marketing Underdog Branding Story Branding

Content Matters

i

Going The WOM way

July 2012

INSIDE

Content Marketing By Deepak Sudhakar

ARTICLE 04

Goin the WOM way By A.K.Ashish

ARTICLE 06

Story Branding By Nandini Ramani

PERSPECTIVE 08

Jaa(r)go(n) re By A.K.Ashish

JARGON 16

Underdog Branding By Ashok Kumar

ARTICLE 10

Suspense Marketing By Rahul J

COVER STORY 11

The Rural Marketing By Akanksha Pandey

PERSPECTIVE 13

Fresh on Tv By A.K.Ashish

TVCS 16

From the Editor Dear Reader,

Mercur-I, the Marketing Club of IIM Indore, strives to bring the best-in-class articles for you which we

hope you will definitely enjoy reading. The articles have been chosen to be contemporary, novel and

relevant to the world we have built around ourselves in these B-Schools.

With the increasing awareness levels of the Customers, it would not be a great idea to keep buzzing them

about our products. How about impressing them by providing information which would be useful to them.

This innovative method of Providing the customers with ‘Content’ would be dealth with in the artcile

‘Content Marketing’. Can Word of Mouth be created? Probably Yes, and the article ‘Going the WOM

way’ deals with the factors that could be responsible for creating a positive Word of Mouth.

Learn about the Companies capitalizing their Underdog stories in ‘Underdog Branding’. Are consumers

bound to believe in whatever a Brand promises. Is it this belief that brings them for purchase or is it the

correlation of the Brand’s promise with their lives. The article ‘Story Branding’ takes a sneak peak into

the second option. The use of Complex Jargon while communicating creates a professional image. Do we

actually know about what some of the Jargons mean. Jaa(r)go(n) re provides you with some of the

worthwhile Jargons used in Marketing.

Happy Reading.

Ashish & Ashok

Article

t is known by many names: Branded

Content, Custom Publishing or Branded

Media to name a few. However, content

marketing is probably the most

appropriate jargon. But what really is

content marketing? Official definition of

content marketing would go something

like this:

“Content marketing is a marketing

technique of creating and distributing

relevant and valuable content to attract,

acquire, and engage a clearly defined

and understood target audience - with

the objective of driving profitable

customer action.”

Lets face it... People are tired of looking

at the same old meaningless

ads/promotional campaigns done by

companies aimed at creating brand

awareness and brand recall. These days

customers are adept at ignoring print

advertisements, tv ads and even online

advertising.

This is where content marketing comes

in. Content Marketing works on the

principle that if you spread great content

and information, customers will come to

you. It is the art of communicating with

your customers and prospects without

selling. Instead of pitching your products

or services,

you are delivering information that

makes your buyer more intelligent. The

essence of this content strategy is the

belief that if we, as businesses, deliver

consistent, ongoing valuable information

to buyers, they ultimately reward us with

their business and loyalty.

Content marketing is very much different

from traditional “interruption” marketing

such as television commercials or direct

mail. Instead it uses medium like blogs,

video tutorials, email newsletters, white

papers, free reports etc to spread quality

and trustworthy information.

by Deepak Sudhakar

I

July 2012 MARK AVENUE 4

Content Marketing

This type of marketing is especially

popular in the online advertising and B2B

marketing. Start-ups or small companies

use this method to market themselves.

Moreover, even large companies like

P&G, Microsoft, Cisco Systems and John

Deere.

Mint.com, a personal finance start-up

was launched in 2006 and had to

compete with established companies like

Quicken. However, three years since it

became the market leader in online

personal finance and sold to Intuit for

$170 million. The key reason for Mint’s

success was its aggressively intelligent

content strategy. Unlike the half-hearted,

months-between-updates blogs that

most businesses keep, Mint’s blog

“MintLife” was a core part of the

company’s operation. Mint dedicated

significant resources to its blog, including

a full time editorial staff and a slew of

freelance contributors.

It invested time in social news sites like

Reddit and Digg, and after months of

seeing consistent, quality Mint content,

readers in those communities began

trusting Mint as high quality, reliable,

and cool to share. Eventually, those users

turned into Mint customers, even

advocating Mint in their personal

networks.

Another example of a company which

effectively used content marketing is

American Express. Amex launched

OpenForum.com focussed on targeting

budding entrepreneurs. Open Forum

offers tools for small businesses, many of

which have tie-ins with Amex products,

but the site is also dedicated to hosting

insightful and engaging content about

the many facets of running a business.

It’s a hybrid advertising/guest

blogging/in-house editorial operation,

and it’s fostering a community around

the topic of running a business. All of the

conversations and content in the

community live under the American

Express flag.

Its high time companies start realizing

that customers are more interested in

quality content through marketing.

Besides if you think about it, marketing is

not just about attracting customers, but

really about attracting the right

customers. Content marketing is

definitely one way one to do so.


The author is a PGP2 participant at IIM Indore.

You can reach him at [email protected]

mailto:[email protected]

Article

ou know Mrs.Parvati, we have

bought an Onida DVD player and I and

my family are having great time watching

films on it”. These words which have

been uttered by her neighbour Mrs.Tulsi

in their regular afternoon chat have not

been allowing Mrs.Laxmi to sleep for the

entire night. Next day she went to the

shop dragging along her husband and

bought an Onida DVD player, even

neglecting Mr.Shahrukh Khan who has

been telling for the past 2 months that

the products of Samsung are the best of

all. Such is the power of “Word of

Mouth”, popularly known as WOM.

According to McKinsey report, word of

mouth is the primary factor behind 20 to

50 percent of all purchasing decisions. Its

influence is greatest when consumers

are buying a product for the first time or

when products are relatively expensive,

factors that tend to make people

conduct more research, seek more

opinions, and deliberate longer than

they otherwise would.

Can “Word of Mouth” actually be

created? The answer is a perfect “Yes”.

This is what most of the major

companies are focusing on. The

marketers are striving to create an

advocacy for their products via their

customers.

Customers would advocate our products

only when their experiences are high in

saliency and meaning, which would

enable them to enter the realm of

emotions and personal significance.

Now, this calls for a necessity for the

marketers to not only deliver the

intended meaning of their product but

also actualize that meaning at as many

touch points as possible.

While there have been several “easy”

ways suggested to create WOM, it has

been found that there are primarily 8

factors which make the customers talk

about our product offline.

By A.K.Ashish

“Y


Going the WOM way

Consumer experiences

marked by rituals have an everlasting

impact as they make their experiences

more meaningful.

With the changing lifestyle,

Exclusivity is one of the major factors

which consumers are looking for in their

purchases.

The past activities which

demonstrate the concern of the Company

towards its customers, like special offers

catering to specific needs of the customer

will lead to idolizing of the company.

These experiences would eventually

become a part of folklore tales which tell

the consumers about what the Company

stands for.

Appealing to relevant inner

senses of Consumers makes their

experience special and increases their

inclination to talk about it. This is

particularly significant in hotel industries

where ambience plays a significant role in

customer satisfaction.

Customers often associate

themselves with the icons represented by

the brands. They start looking at these

signs and symbols from being mere

product identifiers to components of

identity.

It is of human tendency to

become a part of a tribe. Companies

capitalize on this nature of Tribalism to

create a loyal and vocally supportive

group for their brand. Apple has done this

for Mac users and hence has gained one

of the most supportive groups for its

brand.

A proper person speaking

about a product at a proper time will have

a significant impact on consumers than

that of the Endorsement done by a

celebrity. This confirms the relevance of

the consumer experience.

Finally, the connection

between “What we are”, “What we think

we are” and “what people think we are”

should be as close as possible. The larger

is the Continuity and Integrity of these 3

factors the greater is the probability to

enjoy WOM.

Reference:

“Conversation Capital” –

By Bertrand Cesvet





Perspective

he purpose of every advertiser has

always been to cut through all the clutter

in order to garner the attention of

his/her audience. However, studies have

shown that amongst the claims of

doctors, teachers, lawyers, journalists,

stockbrokers and advertisers, those of

advertisers are least likely to be believed

by people. This is primarily because

advertising is seen as an activity that is

primarily driven by self-interest, which

seeks to sell a product by making certain

claims about it no matter what the

actuality of the product is. This

eventually results in companies spending

a great deal on advertising, but the

corresponding advertising not being

successful as people have tuned

themselves to ignoring or disbelieving

everything they hear about a product in

its ads.

Enter Storybranding. Storybranding is an

approach to creating powerful brands

which involves selling a story that deeply

resonates with people such as “Think

Different”, “Umeed wali asha, sunshine

wali dhoop” or “Don’t be evil” in contrast

to selling the product itself. When you

learn to tell a story that the audience

deeply identifies with, there is no need

to sell the product. Says Scott Bedbury,

Chief Marketing Officer, Nike and

Starbucks, “A brand is a story that

connects with something very deep.

Companies that manifest this sensibility

invoke something very powerful.”

A story has been defined as a character

attempting to overcome an obstacle, by

Jim Signorelli, author of Storybranding:

Creating stand out brands by the Power

of Story. Research has shown that our

brains are hard wired to better accept

messages delivered through stories as

opposed to other mediums of delivering

a message.

Most marketing consists of telling the

end consumer what the product is all

about and how it can affect their lives in

a positive manner. But look into the

greatest success stories of all times, and

you see that people don’t really buy in to

what you do or how you do it, but into

why you do it. When an organization

builds a brand, it builds a thread of

integrity and consistency which is

reflected in each and every one of its

actions. Take for example Apple, which is

renowned for its culture of innovation.

People buy into this idea of innovation,

of thinking different, which is why Apple

is the organization with the largest

market cap today. There were

computers, MP3 players and tablets

before Apple came into the picture, but

these never attained mass appeal.

By Nandini Ramani

T


Storybranding

In the classic marketing theory of the

diffusion of innovation, the early adopters

are the ones who initially try out a product

but for it to attain mass appeal the early

majority (34%) and late majority (34%)

need to buy in to the product. And in order

for the product to attain mass appeal,

people need to buy in to its brand. A brand

story is the fundamental expression of what

your brand is all about, it is the reason

behind the company’s various actions.

The buy in to a brand story extends beyond

customers buying the product of an

organization. It also engenders employee

loyalty, with employees genuinely being

engaged with the company. As a result of

this, they are far more motivated and

productive. This is something clearly

manifested in the example of Google, which

has built a brand of powerful ethics with its

“Don’t be Evil” story. When it was faced

with the option of continuing in China

(which represented a huge market) and

giving in to the censorship demands of the

government, it chose instead to stick to its

ideals and withdraw from China. This is an

example of remarkable consistency in the

actions of an organization, by which it

adheres to its brand values.

The buy in to a brand story extends beyond

customers buying the product of an

organization. It also engenders employee

loyalty, with employees genuinely being

engaged with the company. As a result of

this, they are far more motivated and

productive. This is something clearly

manifested in the example of Google, which

has built a brand of powerful ethics with its

“Don’t be Evil” story. When it was faced

with the option of continuing in China

(which represented a huge market) and

giving in to the censorship demands of the

government, it chose instead to stick to its

ideals and withdraw from China. This is an

example of remarkable consistency in the

actions of an organization, by which it

adheres to its brand values.

Of course, the brand story need not

necessarily be one of exemplary virtue or

radical innovation either. It can be anything

your audience identifies with. For example,

Kraft has launched its granola bar MilkBite

with a mascot named Mel, who suffers

from low self-esteem. The mascot has an

identity crisis as to whether he is a milk bar

or a granola bar. And through the journey

of Mel, the product story is told. An

emotional connect is developed by the

compassion that onlookers feel for Mel.

Storybranding is also perhaps the reason

why more companies than ever before

indulge in Corporate Social Responsibility

today. As competition increases, it becomes

more and more important for organizations

to have positive associations in the minds

of people. And a positive association such

as contributing to environmental

sustainability by recycling old phones can

send out a better message than several

spots of ad spend.




References: Marketing Management: A South Asian perspective by Philip Kotler, Kevin Lane Keller, Abraham Joshi, Mithileshwar


Article

Underdog brands are brands that have

started from humble beginnings and

have fought their way up. People are

inspired by underdog biographies. They

want to see the disadvantaged winning.

This belief may be because of the

passion and determination many of us

share to win. But the question is

“Whether it is sellable proposition?”

Some of the top brands like Apple and

HP constantly talk about their garage

beginnings. Hewlett-Packard recently

bought, and has a whole section on its

Web site dedicated to, the garage in

which it started. It is now a historical

landmark. Adidas's "Impossible Is

Nothing" campaign emphasized the

underdog stories of famous athletes. This

trend first caught the attention of

researchers in 2008 presidential

elections in U.S. Both Obama and

McCain portrayed themselves as the

underdogs. As HBS professor Anat

Keinan explains, "Today, underdog brand

biographies are being used by both large

and small companies and across

categories, including food and

beverages, technology, airlines, and

automobiles. Even large corporations,

such as Apple and Google, are careful to

retain their underdog roots in their

brand biographies."

The concept of underdog branding

becomes all the more powerful during

tough times. They give hope to people. It

is particularly relevant in the present

scenario when people face adversaries in

the form of inflation, weak economy and

possible downgrade from the investment

cadre. However, the concept does not

seem to work when underdog brands are

bought by large corporations as in the

case of Snapple. The connection with the

consumer is gone. Apart from this, there

are certain categories in which

product/service quality can’t be

compromised. Pharma industry, hospitals

are examples of this exception

Andrew Namiccolo, founder of Seven

Story Learning, gives organizations a 3-

step guide to develop the underdog

brand story. First is to begin with

founder’s story or origin story as many a

times people buy a product not because

of its attributes but because of the

person behind the product. Second it to

frame the current underdog status

against powerful adversaries. Third is to

share stories about the organizations

continued dedication and enthusiasm.

Underdog branding, as a new form of

branding, is gaining wide acceptance. It

is ideal for small companies having the

will to make it big.

By K. Ashok Kumar

SEPTEMBER 2011 MARK AVENUE

Underdog Branding



July 2012 MARK AVENUE

10


Cover Story

What is most annoying before you go for

a movie? A friend coming up to you and

saying, “Dude! I heard that Hrithik

Roshan dies in the movie”. What a

spoiler! But does that destroy your

suspense? Maybe not! Maybe you want

to know how Hrithik would die in the

movie. And, to your pleasant surprise,

you find out that he comes back from a

near death experience to lift a monster

villain and hang him to death before

succumbing to injuries! His aatma will

now live on... If you think you’ll have

tears in your eyes when a movie ends

like this, please don’t read any further.

Otherwise, read on!

How often have you heard Marketing

Gurus tell that flow of information is key

to the field of Marketing? Making what

the customer wants by taking his opinion

and demands into consideration is one

crude way of looking at marketing. But

there are these organizations that thrive

on marketing plans that make

Information Asymmetry, the name of the

game. And they call this Information

Asymmetry – Suspense! That brings us to

a new model – The Pyramid of

Expectation!

Not providing the complete picture is

what keeps you hooked. Discovering a

product, and unravelling its mysteries, is

such a rich experience that it ties you

emotionally into it for years to come.

Anticipation is tied into expectation

Suspense begins with expectation. If I

don’t expect anything, then I have

nothing to anticipate. But if I expect

something, then I anticipate it, and woes

betide anyone who fails at delivering on

expectations. So it is required then

that my expectations are correctly

managed, motivated or manipulated, in

order to increase my levels of

anticipation, and therefore, my

experience.

So, is it good to build expectation? That

depends on how awesome you think

your product is. If you set the bar high

and end up doing the high jump below

the bar, you will land on concrete and

not the sand!

Expectation is best when the end is not

known

As we know, a few times a year when

Apple is getting ready with a product

launch, they leak a little bit of

information which subsequently gets the

rumour mill going.

By Rahul J


11

Suspense/Mystery marketing

The rumour mill creates mockups, ideas

and conspiracy theories all around this

stuff, and stock begins to rise like an eagle

as the world braces itself for the latest

Apple innovation. Yet no one knows what

this latest innovation is. They’re all caught

up in suspense.

What do you do when you don’t know the

story? You build the story! This is what’s

happening with Apple – people don’t know

the end (the product) so they go off in 100

directions and create all new and

wonderful ideas which in turn keep the

buzz up and the shares rising.

The beauty of a campaign driven by

customers is that, they know they could be

wrong. They are acknowledging that “I was

expecting something that you didn’t

promise.” So if Apple doesn’t do exactly

what they had in their mind, they are

emotionally prepared for it, and don’t feel

disappointed because Apple broke a

promise – the promise didn’t exist.

The only promise Apple inherently makes is

Innovation. This is Apple’s core offering; it

doesn’t matter what it makes, but the day

Apple fails to innovate, the fruit will start

tasting sour.

The trick of mystery is all in what you

don’t see

How much can companies play with this

concept? Can they tell very little to their

audience and expect them to buy their

product? Let us consider an Indian example

- Mahindra’s XUV5oo. The company kick

started its campaign calling it India’s first

Global SUV. No one knew what that was –

people were ignorant of an Indian Global

SUV. But the company started leaking bits

and pieces of information online. With

some hype here and there, a PR campaign

kicked off with fan sites trying to imagine

what the product would be like. And with

increasing amount of information, it

became intelligence when teaser snaps

came online and interviews to Auto

magazines started setting expectations

high. The PR had gathered so much

momentum that with increasing delay, the

expectations and mystery around the

product grew. And when they did launch

the car, intelligence became intent. The

challenge lies in sustaining this intent. And

sustain it will, only if your core offering –

the product – is good. Otherwise, the buzz

that was created will quickly change

direction and attack you; the fall will be

doubly quick than the rise.

The industry that pioneered suspense

marketing actually is the movie industry.

The eye-popping trailers and video leaks

give enough fodder for people to believe

that a special product awaits them. But for

far too long, Indian cinema has been

following up good trailers, off-screen

controversies and online video leaks with a

blatantly stupid movie. The suspense has

been destroyed far too often for the

consumer to bear. Companies have found

the hard way that suspense/mystery

campaigns are double-edged swords unless

your core offering is really good. Hopefully,

Indian cinema will take a cue and shift their

energy towards what they’re really

supposed to be doing – make good movies.





Perspective

Introduction to the Rural market

The 742 million people strong rural

segment, which was not willing to spend

much baring on a few necessities has

finally loosened its purse-strings for

discretionary items too. The buying

capacity of this segment of population

(rural community) has been estimated to

be a whopping $25 billion, a large part

coming from the overall growth in

economy. This huge figure will catch by

surprise anyone who has not kept pace

with the development, the way India’s

rural market has done. The other factors

for this boom in rural economy are a

marked increase in the rural income due

to agrarian prosperity, large inflow of

investments for rural development

programs and increase in demand due to

forever increasing population. Also,

increase in literacy and education level

and increased contact with urban

counterparts due to development of a

wide communication network are some

of the factors attributable to the growing

demand of this segment of population.

Be it increased awareness, buying

capacity, technology or telephonic

penetration, change in spending habit

has definitely been for the good for

companies who were facing stagnation in

so called developed urban markets. The

saturation level may not be absolute but

tapping the urban market with a high

profit margin has certainly become

difficult. The difficulty comes not only

from the increased competition there

but also from the higher awareness level

of consumer who wants his product to

be continuously upgraded. Fulfilling this

forever growing demand for product

enhancement and upgradation needs a

lot of investment which for lack of

increased margins will have a negative

impact of profitability.

Interestingly, this scenario in urban

market has made Brand managers and

creative agencies more thoughtful of

how to catch the rural segment’s fancy

and market the product among these

742 million people. Consumers may be

consumers at the end of day but the

aspirations, beliefs, attitudes and needs

of India’s dichotomous rural and urban

markets are vastly different. This

difference calls for separate marketing

strategies to be developed to suit these

two completely different segment

behaviours.

Coming on to the other aspects of this

segment besides its size and huge buying

capacity, we find a number of interesting

facts.

By Akanksha Pandey


13

The Opportunities and challenges in accessing Rural India

Rural segment has emerged as the fastest

growing segment in Mobile sector. While

the subscriber base is set to grow by 35%,

sale of handsets is expected to increase by

19%. LIC sold more than 50% policies last

year to this segment. The segment gives

the FMCG industry a business of almost Rs.

65,000 Cr and is the largest consumer of

smaller SKUs (on price points of 5, 10),

sachets and most economy brand products.

60% Rediffmail sign-ups last year belonged

to the smaller towns. Lastly, 42 million rural

households avail banking services as

compared to 27 million urban households.

The list may not be exhaustive but gives a

very clear indication of the growth this

segment is witnessing. Needless to say ,

these factors make rural market immensely

attractive for FMCGs, durables, mobile

operators , services and every other kind of

industry.

The different strategies which have

emerged as a result of this rural boom are

location specific promotions and

activations, 'Bundling of inputs' a

marketing strategy, in which several related

items are sold to the consumer , including

arrangements of credit, after-sale service,

and so on , Management of demand i.e.

continuous market research of buyer's

needs and problems at various levels for

continuous product improvements for a

sustainable market performance,

developmental marketing, presenting USPs

framed as catchy phrases and selection of

sales force from the educated unemployed

villagers.

It should be recognised here that though

the potential exists, there are a number of

challenges a typical marketer will have to

come across while trying to gain access to

rural mind space. Rural marketing can

particularly be an expensive, time-

consuming affair because of several listed

problems. Barter system – exchange of

goods for goods which is still quite

prevalent in rural India, a major obstacle in

rural marketing. Underdeveloped people

and underdeveloped markets – though the

development has been rapid, it has been

restricted to a small area leaving vast areas

still untouched. Lack of proper physical

communication facilities – although mobile

penetration figures look promising, for

sales and marketing to function well, all –

season physical connectivity is very much a

necessity. Many villages are still facing the

problem of well connecting roads and

become inaccessible during monsoon etc.

Inadequate Media coverage for rural

communication- a TV still not forms a part

of their daily routine, although they may

own it. Many language and Dialects – The

language may vary from village to village

and therefore, a communication strategy to

reach maximum number of people is a big

question .Other factors - Natural calamities

and Market conditions (demand, supply

and price). Drought or too much rains, lack

of proper storage facilities, transport, Long

chain of middlemen etc are some of the

issues which have to be tackled by anyone

entering these markets.

Apart from lifestyle and infrastructural

challenges, there are a number of

challenges a marketer has to face in front of

rural consumers too.


The Traditional mind of rural India is not

open to accepting and reacting to new

ideas. Agricultural income is still mostly

invested in gold ornaments and

weddings. 75% rural consumers are still

illiterate or semi-literate and therefore do

not persuade new thinking.

But still, there is no denying of the

potentially huge purchasing power of this

segment, the segment which comprises of

742 million individuals. 742 million people,

whose usage of FMCG products or durables

does not amount to even 10 % of their

urban counterparts. Connectivity has

resulted in awareness, a raging interest in

brands, and a latent desire to consume and

possess what the urban consumer has. The

key is for brands to realize that the

aspiration levels are going higher in the

rural segment. The new emerging rural

consumer will be more brands conscious

and also cost conscious. It will be a task for

brands to overcome challenges and reach

out to this new age rural consumer. Also,

rural markets are laggards in picking up

new products. This will also help companies

to phase their marketing efforts to reach

maximum number of people. This will also

help to sell inventories of products already

tried and tested in urban markets.





Jargon

Brand Chain : The brand chain begins

where the classic supply chain ends. While

the supply chain is made up of value-adding

inputs leading to the product, the brand

chain begins with product development and

heads toward the customer. Through brand

platforms and programs it delivers multiple

forms of downstream value. The brand

chain consists of creative brand interactions

between customer and company, customer

and product, and between customers

themselves.

Ambient Marketing : Signs, posters

and other promotional material, often in

unusual and unexpected places, inside a

shopping centre or retail outlet to generate

customer interest and stimulate purchasing.

Peer-to-Peer Brands: Brands

powered by users that arise, grow and

mutate within a shared product or brand

context. Peer-to-peer brands generate layers

of meaning through common focus and/or

passion. They serve customer agendas, but

may open doors for new product and brand

platforms. Market spaces of P2P brands

include open source software, product

customizations, automobile aftermarkets,

modding, and software extensions. Peer-to-

peer brands are brand additive.Brands

designed to be extensible via peer-to-peer

architectures can gain market advantage

over traditional top-down, close-end brands.

Bait and Switch Pricing :

Advertising an item at an unrealistically low

price as ""bait"" to lure customers to a store

or selling place and then attempting to steer

them to a higher-priced item

Brand Hacks : Customers hack brands.

It’s their way of pumping meaning into a

brand that doesn’t measure up. In this

process, customers add content and context

that the brand originator overlooked. They

effectively redirect a brand in this manner,

migrating it into new value domains,

sometimes far beyond the original brand

vision. New brand strategies encourage(and

thrive upon) brand hacks. For these reasons,

a primary mission of the brand is to cultivate

brand hacks.

Jaa(r)go(n) Re


Fresh on TV


Kitna Deti Hai

Maruti Suzuki as a part of its campaign ‘Kitna deti

hai’ launched a TVC.

In this TVC, Maruti Suzuki has focused on one of its

USPs, its mileage. Amelia Johnson, an aviation

pioneer, lands in Mumbai, she's interviewed and asked

about her aircraft. She says, 'It's a super marine, with

300 horsepower radial engine and the a 1000-mile

range... A member of the audience interrupts her to

ask, 'Kitna deti hai'. The question is then translated

Vodafone’s Delight

Vodafone came up with a new TVC bringing back

its ‘Delights’ Campaign

“The TVC communicates that any customer who visits

the Vodafone stores would get a gift for sure. It shows

a boy nervously ringing the bell of an old man's house

to hand over a few mails. The old man presents an

Britannia Bourbon has come out with a television campaign to promote its latest offering.

“The TVC opens with a motorcycle pulling up

outside a house, late in the evening. A guy drops a

girl off after a date, and the young man is hoping for

more. The girl, reading his mind, invites him over for

Britannia’s Bourbon

to Johnson, who's left stunned - she doesn't have an answer. The film ends with a voiceover that says, "For

a country obsessed with mileage, Maruti Suzuki makes India's most fuel efficient cars."

apple to the boy after receiving the mails. The boy looks happy and confused all at once. His curiosity

rises and he visits the old man's house repeatedly. Each time, the old man gives him something to take

home, be it a pen or a mouth organ. The story ends with a smile on the old man's face, born of bringing

the young man joy with each gift. The last frame of the film announces that a Vodafone customer will get a

gift on visiting its stores.”

‘coffee’. Seated inside the house awaiting the girl, he checks his breath and his hair. He is stumped when

an old lady approaches him with a tray. She introduces herself as the girl’s grandmother, and offers him

Bourbon Cappuccino biscuits. The voice over says, “Bitter cappuccino on the inside; sweet, sugary

biscuit on the outside”.

Reference: Campaignindia.com


500

The best two

articles will win a

cash prize of

each

competition


Indian Institute of Management Indore

Documents

Mark Avenue Edition July 2012