Author : Tushar Kalawatia


Legend speaks for itself

Legend speaks for itself

May 20,2017 , 11:56 PM IST | Hans
In marketing terms, products like cars are high consumer-involvement products since they are significantly sophisticated and expensive than other lifestyle products; which imply that potential consumers will be more interested in knowing the benefits of the car, the perceived risks of investment and its performance, over any other story that the brand tries to back up with it. 
A colourful idea!

A colourful idea!

May 07,2017 , 12:46 AM IST | Hans
Back in 2004 and 2005, when the television industry was evolving from bulgy, box sized TVs to slim, and chic LCDs, there was a tug between all the major brands to make a mark and be people’s favourite in the new sector. And while everyone was busy bombarding consumers with pixel figures and aspect ratios that bounced off their heads, Sony made a statement without even saying a thing… 
A dazzling exploration

A dazzling exploration

Apr 30,2017 , 12:19 AM IST | Hans
Back in early 2012, a famous French jeweller gave the world a gift; something so gorgeous that will be remembered for generations to come… What was it? It was a long-form advert by French Jeweller Cartier. It was in March 2012 that the brand released a dreamy spot that still makes the world go wow.
Championing a brand

Championing a brand

Apr 23,2017 , 01:26 AM IST | Hans
Humans are taken by surprises, when you show them that they can do something out of what is possible, beyond the conventional. Pegging on refusal to contain with what is within limits; Samsung had released a television spot that makes you want to fly high. 
Knock! Knock!

Knock! Knock!

Apr 16,2017 , 01:13 AM IST | Hans
Right from its inception, DS Group’s raw mango flavoured candy ‘Pass Pass Pulse’ took over the Indian market by storm. The candy has tantalised the taste buds of all age groups, with its unique formula of combined flavours. The brand has recently launched its third flavour – orange – with the first two being “Kacha Aam” and “Guava”. And after pleasing Indians with the amazing candy experience, the
Communication that EXCITES

Communication that EXCITES

Apr 02,2017 , 01:13 AM IST | Hans
One of the toughest things to achieve in the marketing industry is brand recognition; the same is also the toughest thing to maintain. And one of the brands that did it just right is Durex. The brand has marketed and positioned itself so well over the years that it now enjoys the privilege of a great brand recall among its target group. So much so that it has become synonymous to contraceptives.
To empower, not divide

To empower, not divide

Mar 26,2017 , 02:04 AM IST | Hans
Advertising has always been blamed for creating stereotypes in the society and instilling hierarchies based on lifestyle. The fact is, they do not come out of nowhere, they are drawn from behaviours that already exist. 
The Tea Therapy

The Tea Therapy

Mar 19,2017 , 01:36 AM IST | Hans
Hindustan Unilever (HUL) is one of those Indian Fast Moving Consumer Goods (FMCG) brands that have narrated heartwarming stories to us in the most beautiful way possible. From the ads that broke the boundaries of caste and religion to the ones where it talked about live-in relationships, HUL’s Brooke Bond has been keen on delivering its message “Swaad Apnepan Ka” (Taste of togetherness).
A touching turn

A touching turn

Mar 11,2017 , 11:50 PM IST | Hans
There is no denying the fact that the recent demonetisation has boosted services of electronic payment networks such as Paytm, Visa, Maestro, Mastercard, Freecharge, etc in India. Also, the stress on digitisation of economy by the government, promotion of alternate payment methods like mwallets has made the electronic payment gateways and platforms perform extraordinarily well over the months.
Have it, show it!

Have it, show it!

Mar 05,2017 , 12:35 AM IST | Hans
The advertising and marketing industry turf is getting highly competitive with each passing day. While social media has paved way for easy communication, a lasting impression on the consumer is difficult to achieve. And one of the crucial things that leave a lasting impression is literally demonstrating the features of your product/service; because if the feature is so breathtaking, then its demo
Treading the ad industry

Treading the ad industry

Feb 26,2017 , 01:09 AM IST | Hans
Celebrity advertising certainly sparks an interest in a local group and helps a brand easily penetrate its services or upsell its products; a big testimony to it is the Indian advertising industry. A lot of our advertisements, especially in the consumer goods category feature a known face from Bollywood, or Tollywood (in local markets). And among other actors in the industry who are gaining popula
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.