The PunchLine Expert

Tanishq Wedding Jewellery

2010-05-03T00:01:00.003+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 that Cadbury is brand which is

Aircel- Save Our Tigers

2010-02-27T21:44:00.071+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.

Vodafone Make the Most of Now

2009-09-23T12:29:00.002+05:30

Vodafone Make the Most of Now! The Pug: It’s said that a dog is a man’s best friend. Vodafone is using the Pug as symbolic of its strong customer service. Earlier during the days of Hutch, a possible differentiation based on strong network was possible. Now when having a strong network is

Telecom brands

2009-09-17T22:23:00.002+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

Santoor Soap

2009-08-05T00:16:00.000+05:30

Challenging Unilever: Santoor SoapSantoor 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 25A typical Santoor woman is someone who is between 25-35, is married and has a young daughter.

Mobile Number Portability in India

2009-06-21T13:55:00.000+05:30

Game Changer: Mobile Number PortabilityMobile 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

75 Years of Dettol

2009-06-01T13:05:00.000+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.(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.)

Voice SMS in India

2009-05-17T20:46:00.000+05:30

Selling a Concept...Voice SMSThe 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 for those

Impatience is the new life on punchlineexpert

2009-05-06T22:37:00.000+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.

Airtel Impatience is the new life Target Group

2009-04-27T10:03:00.000+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

Airtel Impatience is the New Life Campaign

2009-04-25T20:05:00.000+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

Dettol Instant hand Santizer

2008-10-03T19:15:00.000+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

SBI Life Insurance

2008-05-16T11:07:00.000+05:30

Creating the “pull” in Life Insurance (Click image for better resolution)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

Out Of Home

2008-04-12T21:46:00.000+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.

BSNL Ghar Ki Pehchan

2008-04-10T15:31:00.000+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,

Pfizer

2007-11-20T15:55:00.000+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

Bank of India

2007-10-10T00:05:00.000+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

2007-07-19T17:05:00.000+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

2007-03-06T15:58:00.000+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

2007-02-12T15:49:00.001+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

2007-01-31T14:45:00.000+05:30

The Marketing CheckmateThe picture above just goes to show that you dont need an expensive budget or an expensive brand ambassador to be one up on your competition. All you need is some creative and original thinking. Also, keeping and eyes and ears open for the the perfect moment surely helps. Just, by putting up this one bill board, Pepsi goes one up on Coke, just like they did in the 1996