ArchiveJanuary 2016

Coca-Cola’s ‘Taste the Feeling’: more product centric than ‘Open Happiness’


So the long running ‘Open Happiness’ theme for Coca-Cola is being replaced with a new tagline: Taste the feeling. According to the CMO, Marcos de Quinto, “We have been just talking about the brand, but talking very little about the product.” The new anthem is a montage of everyday moments with product consumption. That sounds mundane but the announcer theme ad is quite...

Of tourism advertising and @my_rajasthan campaign


I find tourism campaigns fascinating. The basic principles of marketing communication (or any communication for that matter) are the same across product categories. They all need to persuade us humans to change mindset or trigger a behaviour. These principles are unlikely to change for another million years as they deal with basic human behaviour mostly – which hasn’t changed in a...

#FindYourMagic: third time lucky for Axe?


The long running ‘girl magnet’ positioning of Axe had its high points over the years. There were some fun films under Axe Effect – the memorable ones included the ‘falling angels ad‘ and the stunt at London Victoria, the masseur one (No.8 in this list) and a few others. Over time, the ads became a bit jaded, predictable and even crass. I guess even the brand...

When brilliant marketing creates anticipation: Zoolander 2


Movie marketing, at least in India, has become quite predictable. Release of an ‘action poster’, audio release, teasers, trailers, participation in TV programmes (especially as a judge on a talent show), social media promotions & contests are all common now. Even in Hollywood, it is common for actors to make the rounds of late night TV shows and give interviews to entertainment...

Cillit Bang, #smellegendary, #AntiJugaad: Creative ideas of the week


Between bookmarked sites, Twitter and RSS feeds which showcase advertising, I come across many new creative ideas every week. As with advertising in real life, only a handful are memorable. Here are my picks for the week ending 8th January 2016. Cillit Bang: The Mechanic Every sub-category in FMCG, especially household cleaners have their category codes. When it comes to floor cleaners and...

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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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