Yet another Saif-Kareena starrer from Airtel. The objective is single minded – convey the simplicity of using Hello Tunes – and the creative idea of using a life-like relationship between the celebs is interesting. Sure to be popular. Was there an opportunity in exaggerating the simplicity of use – like maybe, a simple conversation leading to the tune being set? But there’s more to it than meets the eye. Just like an art film, the…
Airtel has launched their services in Sri Lanka recently. The launch ad is a slice of life approach, common to…
I don’t know why there is so much hoo-haa about the new Kurkure ad featuring Kareena Kapoor. It didn’t work for me at all. OK, this urge to ‘connect with the youth’ is everyone’s mantra but for me, this attempt seems forced. I could be wrong, but is the Cinderella story so easily recognized by the youth of India, to warrant a desi twist? But that’s not my main grouse. To me, Kurkure has been…
FutureBrand, a branding strategy consultancy from the McCann Group has released a Country Brand Index. For the 3rd year in…
Along with the efforts on re-branding Pepsi, another brand from the Pepsi stable has gone through a change of identity. Brand New reports that Tropicana has gone through the blender too. The current pack is here: The new packaging has done away with the mnemonic of ‘fruit with a straw’. I thought the old packaging was unique and ‘ownable’ by Tropicana. The new one looks nice but seems quite generic. The differentiation between the variants…
From a product strategy point of view I liked the move from Tata Sky to launch their premium DTH service:…
The launch ad for Airtel’s DTH service is out and its by far the best in the category. It has a great mix of scale, relevance and a clear, compelling benefit. What I liked about it is the bigness (no pun intended) it achieves without resorting to complicated computer graphics. The idea of ‘come home to the stars’ is nicely captured in the execution. The progressive reveal of stars works very well too. Just a…