Author : Tushar Kalawatia


Participate in an active change…

Participate in an active change…

Feb 18,2017 , 11:54 PM IST | Hans
One of the most crucial things that a brand takes up is a value-building assignment, where it tries to associate the product/service with a value statement that connects and adds to the consumer experience.Leading tea brand in India -- Tata Tea, excellently performed this value exercise and launched the ‘Jaago Re’ campaign in 2008. 
Everyone Can Fly

Everyone Can Fly

Feb 05,2017 , 01:30 AM IST | Hans
One of the biggest low-cost air carriers in contemporary Indian market is AirAsia India. The Malay airline known for its inexpensive airfares in India and across a few major destinations abroad is changing the way an average Indian looks at an air journey.
Its pouring humour

Its pouring humour

Jan 29,2017 , 12:58 AM IST | Hans
We recollect Asian Paints for its humorous elements in ad films. For instance, the Asian Smart Care film for waterproof solutions revolved around a real estate agent, who plans to earn some extra bucks but is failed by the brand’s no leakage warranty. 
Brand image: 1 up

Brand image: 1 up

Jan 22,2017 , 01:06 AM IST | Hans
Taking an unconventional step in conceptualising an ad campaign can come a long way in creating consumer connect, which in today’s world is a must for any brand’s sustenance. 
While in a hot shower

While in a hot shower

Dec 25,2016 , 02:05 AM IST | Hans
When it comes to taking decisions or thinking about something very important, our favourite place is in the bathroom, under the shower. Nothing is better than hot water to clear any doubts; Racold pegged on just that in writing their recent TV spot #PowerOfHotShower.
#DekhkeChalo V2.0

#DekhkeChalo V2.0

Dec 18,2016 , 01:29 AM IST | Hans
There is no doubting the fact that being stuck in traffic is the most frustrating thing for everybody. But thanks to Google; anyone getting affected by traffic can switch to Google Maps and reroute. 
Rehashing the anthem

Rehashing the anthem

Dec 11,2016 , 01:26 AM IST | Hans
It was around five years back that Bharti Airtel had produced an advertising campaign that positioned it as a brandfor the youth. Yes, we are referring to the catchphrase ‘Har ek friend zaroori hota hai’ (Each friend is important). 
The ultimate slogan

The ultimate slogan

Nov 27,2016 , 12:42 AM IST | Hans
A company’s Big Idea, or as the common people like to name it – tagline, serves as a connection between a brand and its audiences. It not only gives a character to a brand but also speaks its philosophy to the people. 
Shut up!

Shut up!

Nov 20,2016 , 02:27 AM IST | Hans
We all have this one talkative friend in our squad, who talks a lot and does nothing; if you cannot recollect them, well, you are the one. 
Football tricks, attitudes, rivalries and more

Football tricks, attitudes, rivalries and more

Nov 13,2016 , 01:14 AM IST | Hans
Kicking off the brand’s global World Cup advertising campaign, the advert titled ‘Write the Future’ dynamically sketched the astounding outcomes for ace soccer players like Cristiano Ronaldo, Frank Ribery, and Wayne Rooney among others, who go on to win accolades, mentions famous TV series like ‘The Simpsons’, et al.
A confused bond

A confused bond

Oct 30,2016 , 01:45 AM IST | Hans
Earlier this month the social media was flooded with merciless trolls on Pierce Brosnan-starrer Pan Bahar’s advertisement. And in an interesting turn of events, the advertisement is back in the news; this time Pierce Brosnan, renowned for his lead role in the James Bond series, has accused Pan Bahar of bitterly manipulating the contract and wrongly portraying him in its product advertisements.
The nameless transporter

The nameless transporter

Oct 23,2016 , 01:48 AM IST | Hans
As much we love the automobile industry for their beastly engines and smart technologies, we constantly criticise and praise their top-notch advertisements. That is the beauty; they are either too good or too bland, nothing in grey. 
When a crime culture turns a brand

When a crime culture turns a brand

Oct 16,2016 , 01:35 AM IST | Hans
Not all alcohol is for everyone. And when it comes to wine, which is considered one of the most premium alcoholic beverages, there is a certain character and class associated with it. It is more than just a glass of wine, it is an experience.
Salute the real heroes

Salute the real heroes

Oct 09,2016 , 12:00 AM IST | Hans
It is just last week that the Indian army carried out surgical strikes against terrorists across the Line of Control. And since then, both new media and the television and radio have been lauding the heroic and timely move of the nation. 
Celebrity kiya kya?

Celebrity kiya kya?

Sep 18,2016 , 12:11 AM IST | Hans
One of the very first meetings every marketing strategist attends in a new agency or firm’s boardroom is to have a ‘celebrity’ or reflect on whether spends on the celebrity are worth for the brand. And for a lot of reasons, such questions are fairly legitimate in a country like India, where celebrities are used as lottery tickets.
Replacing the pug with Zoozoo

Replacing the pug with Zoozoo

Sep 11,2016 , 12:24 AM IST | Hans
Most often brands are busy writing witty copies, catchy sign-off lines, but there are a few, who zoom fast into changing their tone and rehashing their brand speak. There is no denying the fact that Vodafone characters, Zoozoos, have been a rage ever since their inception in the second edition of the Indian Premier League (IPL).
The signature is luxury

The signature is luxury

Sep 03,2016 , 11:42 PM IST | Hans
We, humans, are fond of stories; and the most intriguing part of stories is the climax, the sign-off. The better the sign-off, the better it sells. The same theory works in advertising.
Filled with adrenaline, reinforced by love

Filled with adrenaline, reinforced by love

Aug 28,2016 , 12:31 AM IST | Hans
Back in the day, the Rule 40 of the International Olympic Committee (IOC) restricted brands from featuring athletes in their advertisements, unless they were the brand ambassadors. The same led to many brands like ‘Under Armour’ and ‘Brooks’ Running pulling down their advertisements with famous athletes such as Michael Phelps and Usain Bolt. Thanks to the rule being made liberal to allow brands co
The fragrance of quirky writing

The fragrance of quirky writing

Aug 20,2016 , 11:19 PM IST | Hans
The beauty of advertisements has always lied in the way storytelling differs from product to product and brand to brand. Every brand has its unique story to narrate, its expression to be felt. One of the major product categories, where we often notice a nice expression is perfumes. 
The Hero Within

The Hero Within

Jul 30,2016 , 11:46 PM IST | Hans
While most advertising communication involves sketching and portrayal of a heroic character that speaks the brand language and sets an iconic image, there are times when big brands have twisted the routine and thought laterally. 
IPL’s triumph over negative publicity

IPL’s triumph over negative publicity

Apr 16,2016 , 11:54 PM IST | Hans
With the ninth season of the Indian Premier League on the go, the cash-rich league has done all it takes to be heard, loud and clear; even the message it is communicating through its ads are very symbolic, we will tell you how.
Flipkart’s force is strong with this one

Flipkart’s force is strong with this one

Apr 09,2016 , 11:19 PM IST | Hans
What would you do if you had huge chunks of consumer data, something close to 50 million registered users, 85 thousand registered sellers and concrete analytics that suggest that 3/4th of acquisition is through mobile devices? Well, you could either just keep it in the server or be smart like Flipkart and leverage it for a revenue model.