In February 2010, Pepsi decided not to advertise during the Super Bowl event. After 23 years of presence on the event, a big brand like Pepsi pulling out was a big deal. In 2010, Pepsi invested monies behind the ‘Pepsi Refresh Project’ that year. Other brands like FedEx have also pulled out of Super Bowl too citing high costs [about $3mn for a 30-second spot]. While the event garners huge viewership in the US [reported…
What does one call this? Activation? Event? Flash mob? Whatever it is, this too exemplifies the new advertising [like this one?]. The actual event was staged inside a stadium in Canada, witnessed live by a few thousand fans. But thanks to the internet it travels globally, watched by a whole lot more people and I guess adds to brand likeability. Now imagine such an event in India – perhaps a Ranji Trophy cricket match and…
The late Mr. Bal Mundkur founded Ulka in 1961 – he felt that there was a need for an Indian agency that would challenge the then agency stereotype. The agency, now known as DraftFCB Ulka completed 50 years in 2011. As part of the year-long celebrations [which included the launch of a book – Brand Building Advertising Concepts & Cases] the agency has unveiled a coffee-table book for existing and potential clients and other stake holders. The book aims…
The common reaction to The Hindu’s ‘Stay ahead of the times’ campaign has been positive. The ads are seen as funny and as a right response to the ad war started by The Times of India in Chennai. I too liked the ads as they identified the right chink in TOI’s armor – of being seen as overly commercial and promoting the Page 3 culture. Some have called the TVCs a copy of the ads…