Agreed that Max New York Life zyaada ka iraada is part of life and everyone seeks to American Express Do More, but this is a total Amul Utterly Butterly sell out. What next? Will a single be renamed Nano? And will we see a Levis Slim Fit deep fine leg? Or a Reynolds Fine Tip silly point? Maybe a Bajaj Allianz Extra Cover? I am surprised they have left out ‘He has Vodafone made the most of now’ as one option. The possibilities are endless. Why not convert the entire match into a 2-hour TV commercial and end with the winning team singing the Visa jingle? Or get a player who scores a DLF Maximum to endorse some glucose powder brand after a six, as in the TV commercials?
Do these gimmicks really improve brand recall or brand associations? Or are they detrimental to them? I am sure many brands would like to jump on to this bandwagon and officials would only be too happy to accommodate them, but will soon be counterproductive. Time for a Nescafe strategy time out.