tag:blogger.com,1999:blog-8099168066352373332026-07-01T19:48:40.176+05:30Beyond just news...A blog focussed towards in depth analysis of marketing strategies, brands and the marketing efforts like advertising which go into creating them...Sid Saxenahttp://www.blogger.com/profile/05052617598533003911noreply@blogger.comBlogger26125tag:blogger.com,1999:blog-809916806635237333.post-59795349667787767722016-01-16T21:39:00.001+05:302016-01-17T16:19:51.407+05:30

There have been multiple arguments on either side of Facebook's Free Basics and net-neutrality debate. Taking a neutral view- let's see what could actually pan out if Facebook's Free Basics gets a go-ahead in India and other focus markets - in order of occurrence - Definitely a lot of people without access to Internet would get access to the "free basics" portfolio. These guys would get

Sid Saxenahttp://www.blogger.com/profile/05052617598533003911noreply@blogger.com0tag:blogger.com,1999:blog-809916806635237333.post-50624023143237684142015-05-13T21:01:00.000+05:302015-05-14T20:55:25.179+05:30

What new can you do in category like the Milk Food Drinks? The major part of the category is focused towards growing kids. This is not an impulse purchase like a snack but usually it is brought by the parent for the child. Further, for most kids a glass of milk is not a thing which they particularly look forward to before the start of every day. So, here is how one could have a pitch for

Sid Saxenahttp://www.blogger.com/profile/05052617598533003911noreply@blogger.com0tag:blogger.com,1999:blog-809916806635237333.post-85772935397889901222015-02-26T13:47:00.000+05:302015-02-26T13:56:10.612+05:30

In the 1st part of this article, we looked at the meteoric rise of brands such as Xiaomi, OnePlus and a political party, the Aam Aadmi Party. So, how was the impossible made possible? Was there a method to the madness? Were there any common linkages to their respective strategies? Clear and Distinct Messaging The brand identity which the AAP seeks to project is a party which stands

Sid Saxenahttp://www.blogger.com/profile/05052617598533003911noreply@blogger.com0tag:blogger.com,1999:blog-809916806635237333.post-8927767743506819082015-02-15T10:23:00.000+05:302015-02-15T10:46:06.868+05:30

Upstarts Xiaomi and OnePlus are shaking up the Smartphone World. Established brands and market leaders like Samsung are losing market share. The God of the present Smartphone world, Apple, is taking notice. Another upstart, the Aam Aadmi Party in Delhi has done something similar. Established parties like the Congress have seen their vote share in Delhi decimated. Since the victory in the

Sid Saxenahttp://www.blogger.com/profile/05052617598533003911noreply@blogger.com1tag:blogger.com,1999:blog-809916806635237333.post-4837803269202130382013-12-06T20:48:00.002+05:302013-12-06T20:55:31.445+05:30

Presented as part of the Dettol Case Study Contest launched by Reckitt Benckiser and MDI-Gurgaon in Nov, 2008. This proposal stood 3rd nationally and was featured by NDTV Profit.   Dettol case from sidsaxena

Sid Saxenahttp://www.blogger.com/profile/05052617598533003911noreply@blogger.com0tag:blogger.com,1999:blog-809916806635237333.post-23852517972402567642010-05-03T00:01:00.003+05:302015-02-26T22:53:28.373+05:30

Tanishq: The Wedding Jeweller The Jewellry that makes you want to Marry!!! Marketing Gyan:  One of the objectives of Branding is to increase the relevance of the Brand across usage scenarios and occasions. A brand stands for some value or emotion. For example, if Cadbury Chocolates talks about "Jab dil main khushi chaa jae, kuch meetha ho jae", it implies&

Sid Saxenahttp://www.blogger.com/profile/05052617598533003911noreply@blogger.com13tag:blogger.com,1999:blog-809916806635237333.post-47024508178103149762010-02-27T21:44:00.071+05:302013-11-10T23:39:16.552+05:30

Aircel- Save Our Tigers: Social Campaign or Marketing Campaign? Aircel is running a campaign to create awareness about the depleting tiger reserves in the country. It has partnered with the World Wildlife Fund India and made a portal which talks about the issue. The campaign includes a series of commercials which raise awareness about the fact that there just 1411 tigers left.

Sid Saxenahttp://www.blogger.com/profile/05052617598533003911noreply@blogger.com4tag:blogger.com,1999:blog-809916806635237333.post-49017483254230503082009-09-23T12:29:00.002+05:302009-09-25T10:51:41.530+05:30

Vodafone Make the Most of Now!                                                                                                       The

Sid Saxenahttp://www.blogger.com/profile/05052617598533003911noreply@blogger.com2tag:blogger.com,1999:blog-809916806635237333.post-16328930436227603152009-09-17T22:23:00.002+05:302009-10-02T11:54:47.028+05:30

Telecom Brands "A brand image is typically the attributes one associates with a brand, how the brand owner wants the consumer to perceive the brand - and by extension the branded company, organization, product or service." Telecom sector brands like Airtel, Vodafone and IDEA are amongst the brands having highest recall and awareness in India. They are also amongst the most likable. Some of them

Sid Saxenahttp://www.blogger.com/profile/05052617598533003911noreply@blogger.com0tag:blogger.com,1999:blog-809916806635237333.post-86272273810157974252009-08-05T00:16:00.000+05:302013-11-10T23:39:57.018+05:30

Challenging Unilever: Santoor Soap Santoor is now the number one soap brand in South India (Market Share of 15.1% by value) At the all-India level, Santoor continues to be the third largest soap brand with a 7.5% value market share in the first quarter of fiscal 2009-10. Target Audience: Women, over 25 A typical Santoor woman is someone who is between 25-35, is married and has a

Sid Saxenahttp://www.blogger.com/profile/05052617598533003911noreply@blogger.com3tag:blogger.com,1999:blog-809916806635237333.post-67801681178901174462009-06-21T13:55:00.000+05:302015-02-26T23:01:08.564+05:30

Game Changer: Mobile Number Portability Mobile Number Portability (MNP): Starting from Sep' 09, MNP would be possible in a phased manner across India. That means, customers can change their mobile operators while retaining their number after paying a fee to designated agencies who would be managing the process of number portability. With that, the biggest barrier people had while changing

Sid Saxenahttp://www.blogger.com/profile/05052617598533003911noreply@blogger.com14tag:blogger.com,1999:blog-809916806635237333.post-58623987527634786642009-06-01T13:05:00.000+05:302015-02-26T23:03:44.108+05:30

Iconic Brands...Dettol! Here is a video of how Reckitt Benckiser celebrated 75 years of its most trusted and iconic brands in India. http://www.ndtv.com/video/player/events/dettol-protecting-india-for-75-years/47421?curl=1424674378 (The site has embedded an ad before the actual video. This can not be forwarded. Just let it play for about 15 seconds and then the actual video will play.)

Sid Saxenahttp://www.blogger.com/profile/05052617598533003911noreply@blogger.com0tag:blogger.com,1999:blog-809916806635237333.post-42604031393823536522009-05-17T20:46:00.000+05:302015-02-26T22:54:27.287+05:30

Selling a Concept...Voice SMS The concept of Voice SMS has not taken off in India. There is a lack of awareness regarding Voice SMS and how to go about using it. Further when call rates are so cheap and the Indian user is comfortable sending text messages, where is the context for sending Voice SMS? There can be three broad contexts for sending a Voice SMS over a text SMS: 1. The first is

Sid Saxenahttp://www.blogger.com/profile/05052617598533003911noreply@blogger.com0tag:blogger.com,1999:blog-809916806635237333.post-84677575342720637872009-05-06T22:37:00.000+05:302009-08-10T22:23:03.839+05:30

PunchLineExpert above Airtel and afaqs.com!According to google, PunchLineExpert's write-up on the "Impatience is the new life" campaign is ranked higher in page results than both Airtel's official site for the campaign and also the review on afaqs.com. Click the screen shot below for a better view.

Sid Saxenahttp://www.blogger.com/profile/05052617598533003911noreply@blogger.com0tag:blogger.com,1999:blog-809916806635237333.post-41737081053633064892009-04-27T10:03:00.000+05:302009-08-10T22:22:33.335+05:30

Adding on...mood of the youth! The more you try to analyze this campaign, the more you realize what kind of effort the agency has put in to make it "in sync" with the youth today. • A line in the ad says...and "they" say "we" are impatient! : making a clear distinction between those who come within Airtel's target group and those who do not. The fundamental element of marketing is the

Sid Saxenahttp://www.blogger.com/profile/05052617598533003911noreply@blogger.com1tag:blogger.com,1999:blog-809916806635237333.post-10945349538764482882009-04-25T20:05:00.000+05:302009-08-10T22:22:04.798+05:30

Impatience is the new life!Core TG: A group IMRB calls “funsters”. It is between 16-25 years old and basically consists of college students and young professionals.Research Inputs: 11 million Internet connections in India of which five million are home broadband connections.Also, almost half of the 81 million Internet users in India are below 25 years of ageImplication: A huge majority of youth

Sid Saxenahttp://www.blogger.com/profile/05052617598533003911noreply@blogger.com0tag:blogger.com,1999:blog-809916806635237333.post-12691051264008438102008-10-03T19:15:00.000+05:302009-08-10T22:23:36.470+05:30

Dettol: Instant hand SantizerUsage Contexts and Attributes of the Product: Possible Advertising ThemesThe product being advertised is an Instant Hand Sanitizer. A hand sanitizer’s value proposition is that it kills 99.99% of the most common germs that may cause illness. Its relative advantage compared to a normal soap is that it can be used anytime, anyplace, without water or towels. Its

Sid Saxenahttp://www.blogger.com/profile/05052617598533003911noreply@blogger.com2tag:blogger.com,1999:blog-809916806635237333.post-85756198839059155742008-05-16T11:07:00.000+05:302013-11-10T23:45:32.687+05:30

Creating the “pull” in Life Insurance Insurance has a very strong sales focus. There are other financial services like mutual funds where people themselves take the initiative and contact the companies or agents. But for life insurance, invariably the buyer is never the initiator. The agency model of life insurance companies involves a number of insurance agents who work under a sales manager

Sid Saxenahttp://www.blogger.com/profile/05052617598533003911noreply@blogger.com5tag:blogger.com,1999:blog-809916806635237333.post-79415358809896388862008-04-12T21:46:00.000+05:302009-08-10T22:24:53.095+05:30

Think Out of Home..Think India Railways...Here is snapshot of a Mumbai Local train, with an advertising message of a popular TV show, painted all across its body. Sure, innovative advertising technique and a great way to earn precious revenue for the railways.

Sid Saxenahttp://www.blogger.com/profile/05052617598533003911noreply@blogger.com0tag:blogger.com,1999:blog-809916806635237333.post-53830509719611184132008-04-10T15:31:00.000+05:302009-08-10T22:25:25.905+05:30

ADS I Like....BSNL...Ghar Ki Pehchan...The backdrop: With mobiles becoming all prevalent, everyone in a typical urban family has a personal cell phone. In such a scenario, the requirement for a land line connection becomes very less. This is one of the reasons why people in large numbers are surrendering their land line connections. While the mobile subscriber growth is increasing exponentially,

Sid Saxenahttp://www.blogger.com/profile/05052617598533003911noreply@blogger.com3tag:blogger.com,1999:blog-809916806635237333.post-32177865588989028512007-11-20T15:55:00.000+05:302009-08-10T22:25:48.283+05:30

Pfizer: Corporate Branding“Life is our life’s work”Pharma companies are traditionally sales driven with little scope for marketing activities. This is especially true for prescription drugs where the final consumers of drugs have no choice regarding which drug they have to use. It is all based on recommendations of doctors. But with patents expiring, generics posing stiff competition and sales

Sid Saxenahttp://www.blogger.com/profile/05052617598533003911noreply@blogger.com1tag:blogger.com,1999:blog-809916806635237333.post-90681711137253062972007-10-10T00:05:00.000+05:302015-02-26T22:55:07.332+05:30

Bank of India: "Rishton ki jamapunji-Relationships beyond banking." Headline: How long does it take to know someone?Is a day enough?A fortnight, perhaps? A decade?There really are no rules in a relationship.Sometimes it can take a lifetime.Sometimes all it takes is a glance.Subhead: We understand relationships. Which is why, we're ensuring that our relationship with you will always stay special

Sid Saxenahttp://www.blogger.com/profile/05052617598533003911noreply@blogger.com2tag:blogger.com,1999:blog-809916806635237333.post-79467782267235182472007-07-19T17:05:00.000+05:302007-07-19T17:32:26.761+05:30

The Emotional Connect: Thailand PostWhen was the last time you sent a handwritten letter to someone? With the advent of emails, sms and cheap long distance calling, many of us have stopped sending letters to each other. That’s good for us because technology has enabled us to send our messages and mails across instantly and get the response back at the same time, a thing just not possible with

Sid Saxenahttp://www.blogger.com/profile/05052617598533003911noreply@blogger.com2tag:blogger.com,1999:blog-809916806635237333.post-68522507842516822092007-03-06T15:58:00.000+05:302007-03-07T13:25:27.444+05:30

Perfect AdvertisingThe AdHeadline: "My greatest award! My coffee cup, it says 'world's greatest mom.Subhead:Annual reports and report cards. Conference calls and PTA meetings.CEO and part-time cricket coach.Paperwork and homework.Ten-hour work days and overtime on Sundays on the pitch. Struggles and recognition.Success and sacrifices. Accolades, trophies and a coffee cup."An instantly attractive

Sid Saxenahttp://www.blogger.com/profile/05052617598533003911noreply@blogger.com7tag:blogger.com,1999:blog-809916806635237333.post-12617067752139470892007-02-12T15:49:00.001+05:302007-03-16T20:18:53.236+05:30

Going up...in SmokeCompare these with the boring "Smoking is injurious to health" lines printed on Indian cigarette packets. I mean, who reads those? Even if someone did, would he be deterred from smoking from a silly "Smoking is injurious to health" poser on cigarettes? I think not. Moreover, these lines reinforce the macho image associated with smoking. Like you

Sid Saxenahttp://www.blogger.com/profile/05052617598533003911noreply@blogger.com1