ArchiveFebruary 2012

Super Bowl: an advertising game played on social media


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...

Budweiser Flash Fans: the new advertising


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...

Building BrandWealth: more than a coffee-table book


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...

More on the TOI-Hindu ad campaigns


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...

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Ex-ad man. Love advertising, Apple, tech, digital, design and all things creative. VP - MarCom, @Robosoft. Views personal. See disclaimer for more.

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