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Welcoming the trailblazers!
We had series of rounds for screening nominees in Marcom Inductions process. There was the Brand Hotch-Potch, an Article writing competition followed with a personal interview session. After much deliberation and with great pride we bring you Marcom’s Trailblazers for the year 2012-2014. Abhay Adil Akash Dixit Anjali Midha Ashita Sharma Geetika Shah Mukul Sharma Nitin Shivani We wholeheartedly welcome them into the Marcom family with the hope that they take its legacy to greater heights this year. This edition has been ideated, designed and compiled by the junior team in the lead. This issue celebrates the reception of our flag bearers and also the landmark one year of serving Brand.i to you. So we decided to make it an All-MIB issue ,Ergo our authors this time our Students of Masters of International Business ,Delhi School of Economics ,both the senior and the junior batch. We have covered a wide variety of marketing practices and phenomenon ranging from Delhi Metro, a marketers dream by Ashita Sharma to flash mob marketing by Nitin Shivani to the lessons on loyalty by Nupur Garg and even more. While Mukul Sharma explains why the idiot box is not so idiot, Nikhil Bhatia attempts to decipher marketing in his article, Marketing decoded. Geetika Shah has discussed marketing, PR and new brands in her article. We also have a piece on Green marketing by Priyanka Singla while Sourav Saha talks about the “here for good” campaign of Standard Chartered. The cover story, Delhitefully Yours comes from Akash Dikshit and Anjali Midha of MIB, DSE and presents to you our vibrant Delhi in its full galore. We recently had our freshers’ party and everyone is eagerly looking forward to the Alumni dinner and the Convention. September has always been the fun filled month for MIB. It’s indeed the perfect timing to sit back and enjoy some Brand.i; though it’s only one year old but I can assure you that it gives even the Hors d'age a good run for its money. I hope you get as high (in marketing) while having Brand.i as we did while serving it. Do write to us about any suggestions or admirations at email@example.com Cheers! Arjun K. Chadha Editorial Team Brand.i Marketing Magazine of MIB, Delhi School of Economics
Ÿ Delhi Metro – a marketer’s dream Ÿ In a flash
Ÿ Lessons on Loyalty Ÿ Green Marketing Ÿ PR-the new saga in Marketing Ÿ Brand Delhi: Delightfully yours Ÿ OOH laa laa
1-2 3-5 6-8 9-10 11-12
Ÿ The bank that is “here for good”20-21 Ÿ The not so idiot box Ÿ Marketing Reloaded Ÿ Steve JOBS and
22-25 26-27 28-29 30-32 33-35
his marketing Legacy
Ÿ Brand.i Trivia Ÿ Tete-a-tete with
Ms. Henna Misri Chowdhry
DMRC today operates on a network of 190km with 139 stations. This is not just limited to the platforms and pillars. both are the fans of the Delhi Metro. Even the handle grabs in – A MARKETER’S By Ashita Sharma (MIB. Also. Noida and Gurgaon. The main consumers of urban India – the youth and the middle class. A space bound crowd of these 18 lakh consumers. Vol. Sept 2012 DELHI METRO DREAM Delhi Metro has undoubtedly changed the way this city moves. it is likely to have an advertisement printed.MIB. Metro’s ancillary services like the feeder bus and vans are another platform. the women’s coach gives the 1 . Issue 2. one will find posters of a plethora of goods and services in the Delhi metro. Delhi University|BRAND. But it has changed something else too… The Delhi Metro has changed the benchmark for urban infrastructure in India. Media professionals and marketers have discovered the perfect place to grab eyeballs and communicate to the consumers. More than 18 lakh people avail its facilities everyday across Delhi. who have the time to listen. Turn over your metro smartcard. 2012-14) coaches and escalators are used as advertising space. From universities to movies and from toothpaste to diamonds. Advertisements follow us inside the metro coaches as well.i. II. is a dream come true for any marketer. The best part is that the target audience is clearly defined in numbers and profiles.
II. Issue 2. utility. Delhi University|BRAND. Innovative product displays that make people curious enough to stop and check out the product can be one such idea. Flipkart. props and kiosks… the list is as long as your imagination. 3D and even 4D installations that stir people’s imaginations and create an experience of the brand is another practical approach. Ambient lighting.MIB. A brilliant example of metro marketing is HT Mini by Hindustan Times. flash mobs. 2 . But marketers say it is also because of the policies of the DMRC. Sept 2012 chance for exclusively marketing women centric products. So what is the reason that the innovations are limited? It can partially be attributed to the expenses involved. and should be.i. The tremendous creative opportunity has not yet been fully utilized. first and foremost concerned about its patrons. The Metro officials stated that they are not against new ideas as long as Metro’s reputation is not jeopardized. large digital panels and walls. Vol. the world seems to be the limit for new-age marketing in the Metro. Beyond the restrictions and risk involved. A half tabloid sized newspaper. convenience and security cannot be compromised with. Dove and Pepsi ventured into innovative advertisements but not on a large scale. it is especially designed for people on the move. But the marketing in metro is presently limited to posters and standouts. So I believe that it’s just a matter of time till marketers start to play and experiment and change the game. The structure of safety. Delhi Metro is.
Nonetheless. 3 . transforming from a random way to bring people together into a cunning marketing tool.i. All over the world people have been left inspired. Sept 2012 In A Flash!! By Nitin Shivani (MIB. dancing people serenade you. 2012-14) Imagine you are on your way to work when suddenly 200 singing. Vol. II. they disperse as quickly as they appeared! You’ll of course be left dumbfounded or confused. Issue 2. stunned and amused by the wonderful haphazardness of “flash mobs”. Delhi University|BRAND. the trend has become a worldwide phenomenon. flash mobs are not just clever stunts.MIB. When the song ends. Ever since its inception in New York in 2003.
organized by Shonan Kothari. actors swarmed through the lounge dressed as American football players.MIB. In another instance. The first ad shows dancers break into a routine in a busy London station.” The group performs these actions for a short amount of time before quickly dispersing. Voted “TV Commercial of the Year” at the 2010 British Television Advertising Awards. formerly a researcher for Harvard Business School. but it was quickly hijacked by large corporations when they recognized its popularity. is: “A group of people who appear from out of nowhere. The campaign was very successful throughout Latin America and was named one of “Best in Latin American Marketing”. to perform predetermined actions. another click and the lounge filled with soldiers. Delhi University|BRAND. designed to amuse and confuse surrounding people. It began as more of a social experiment or form of performance art than a vehicle for marketing. Issue 2. with over 30 million views on YouTube. Sky implemented a creative flash mob for the launch of Sky High Definition in Latin America involving supermodel Gisele Bündchen sitting in São Paolo departure lounge holding a TV remote control. The trend has even started to catch up back home in India. It all started on 29th of Nov. Marketing honchos abroad have used the concept of flash mobs quite wisely to their advantage. For instance. 2011. Vol.i. in 2009. was an attempt to display the undying spirit of the city.com a flash mob or a cultural jam as some like to call it. T-Mobile produced a series of three flash mob ads that is now among the most successful viral campaigns in recent history. With one click of the remote. The mob. when a huge crowd of 200 people suddenly broke into a jig with the popular track “Rang De Basanti” playing in the backdrop. Sept 2012 According to urbandictionary. as it was held 3 days after the 4 . it is now the most watched flash mob video ever. II.
Sept 2012 anniversary of the 26/11 attack on Mumbai. It's also a fabulous way of community building. which dilutes their spontaneity. II. The concept. Since Nov 2011. there has been a string of flash mobs organized by brands. The clutterbreaking entry and the spontaneity of the whole act make it interesting. either through social media or through word-of-mouth. brands end up advertising before the show. Vol. wherein a couple of guys started a fight in the middle of the Ambience Mall in Gurgaon and later went on to ask people the whereabouts of the Don. Mumbai and Bangalore to promote shows.i. its videos went viral on Youtube and had close to several lakhs of viewers within hours of being uploaded. Delhi University|BRAND. the sheer deviation from normalcy sets it apart. that's why brand experts sound a word of caution against using flash mob frequently. Soon after the gig. a flash mob was used for the promotion of the movie Don 2. they tend to become very predictable and lose out on their USP. Issue 2. TV channels. Anything that happens all of a sudden and catches the consumer or the public in general unaware. Moreover. NGOs across leading malls in Delhi. Apart from this. Otherwise. no matter how effective. And precisely that is the cause of worry. is bound to lose its sheen if overdone. Too much. So what is it about these flash mobs that make them such an alluring option to the marketers these days? The answer lies in the visual appeal it offers to the onlookers. leaves a long lasting image in their minds. There is always an element of surprise associated with the flash mobs. As they say: “it’s not wise to kill a hen that lays golden eggs 5 . create awareness and generate buzz.MIB. in some cases. I think flash mobs can be far more productive if used less. too soon? Maybe. It all concluded with a large no of people dancing to one of the songs from the movie.
Vol. it is very difficult for producers to differentiate their products from other products available in the market. 2012-14) comparable prices? How to ensure repeat business from the customer? In a market fraught with competition. Consumers today are better informed than before and have plenty of choices and this has made them fickle-minded.By Nupur Garg (MIB. Sept 2012 Lessons on Loyalty! . I remember my mother making me go to a particular kirana store for monthly groceries because of the better “discount” that the shopkeeper offered. loyalty to a brand is limited. Therefore. Issue 2.i. The concept of loyalty program is not new and dates back to ages ago when the farmer used to throw in some extra grain to purchases made by regular customers.MIB. Organizations are faced with a dilemma: how to differentiate between their product and the next firm’s products. Delhi University | BRAND. 6 . where technology is all-pervasive. which offers similar products at Loyalty programs are an answer to this dilemma faced by organizations. II.
the retailer himself predicts the customer’s needs and offers a product suited to it. which led to disconnect between the retailer and the customer. can engage customers thus creating advantage for the retailer. Loyalty programs were a way to engage the customers once again. At the third level. II. The need for loyalty programs arose after a rise in self-service retail. They can take advantage of this data and study individual customer behavior. Sept 2012 The first loyalty program was introduced in Germany in the 1950s. a generic reward is given. This kind of advantage can be pretty useful in a competitive market. The modern day loyalty program was launched in 1981 by American Airlines: the frequent-flier mile program. and was quickly duplicated by other airlines and other hospitality industries including hotels. A good loyalty program tailored to the customer’s needs. Appropriate programs to reward loyalty can be devised and shopping behavior of the customers can be influenced. With progress in technology. It can be used like it was by a retail store in 2007. Vol. Loyalty programs have put a huge amount of customer data at the disposal of manufacturers and retailers. the retailer contacts the customer directly. 7 . Delhi University | BRAND. it is now possible for organizations to offer better loyalty programs that actually care for customers rather than just serve the needs of the manufacturer. when S&H Green Stamps rewarded grocery store and gas station customers with stamps redeemable for appliances and other merchandise.MIB. a two-way communication is established between the buyer and the seller. Rather than the customer approaching the retailer with their needs.i. car rental companies. Loyalty programs can be used to create a favorable image of the seller in many ways than just one. Loyalty programs are used to connect with the customers on three levels: first when the customer enrolls in the program. offering a program tailored to the customer’s needs. Issue 2. and credit card organizations. Second.
when the customers have access to all kind of products and information. Vol. Issue 2.MIB. Retailers can take advantage of location-based information to communicate with customers. II. using loyalty programs to stand out of competition makes complete sense. the store sought to correct mistakes using loyalty program data.i. Instead of just sitting through the negative publicity. Delhi University | BRAND. In recent times. Sept 2012 which used its loyalty program data to contact customers whose pets had fallen ill and died after consuming contaminated food bought from the store. With recent advent in mobile technology 8 .
In general green products are made from recycled content and/or designed for reuse.i. Vol. Delhi University|BRAND. and convenience. recycling. Sept 2012 Going Green: The new marketing funda People around the world are becoming aware of the environmental stress that our activities are placing on the planet. II.MIB. magazines. whether they are local (e. This is the major impetus for green products and green marketing. ozone depletion and climate change). Green products balance environmental compatibility with performance..g. with minimal detrimental impact on the natural environment. affordability. Green marketing is hence important for the firms to utilize the limited resources to satisfy the 9 Many consumers now display concern about environmental deterioration.(MIB. -By Priyanka Singhla. not necessarily eliminating it. Issue 2.g. and other media feature wide coverage of environmental problems. 2012-14) product as being environmentally friendly. Recyclable or renewable goods are the only sustainable option. Newspapers. television. depleted fisheries and air pollution) or global (e. such that the satisfaction of these needs and wants occurs. Green Marketing is an attempt to characterize a . energy efficient. Thus green marketing should look at minimizing environmental harm. Green or Environmental Marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants. or remanufacturing.. They are usually non-toxic. They have started asking how much impact a product will have on the environment during its lifespan or during its disposal. and durable.
Empowered consumers choose environmentally 10 . II. Until this occurs it will be difficult for firms alone to lead the green marketing revolution… Green Marketing provides an opportunity to the companies to increase their market-share by introducing eco-friendly products. and others that promote themselves as environmentally friendly. modified individual lifestyles. cost reduction and competitive pressure are a few reasons why firms are adopting Green Marketing. growing consumer preference for ecofriendly products. the product itself is eco friendly. General Electrics are examples of green marketing at its best. Issue 2.i. possibly through higher priced goods. Coca Cola. Xerox. they want a cleaner environment and are willing to "pay" for it.MIB. or even governmental intervention.e. Consumers have become more sophisticated and demand clear information about how choosing one product over another will benefit the environment. Vol. one who claims that their products are green i. Delhi University|BRAND. Think Ecofriendly’ i. preferable products when all else is equal. There are two types of firms. Sept 2012 consumer needs as well as achieve the organization’s objectives. Ultimately green marketing requires that consumers ‘Think Green. Think clean.Stricter regulations across the world.e.
In today’s era from brand to even a celebrity everybody is having a PR to save their images or rather create their image. 2012-14) PR What is it??? How is it related to brand value of any firm or person. II. even a layman knows the terms marketing. Issue 2. Just to clarify: Reputation—which can loosely be defined as trustworthiness—is not brand.Geetika Shah (MIB. PR is inherently a tool for building a great reputation “A strong corporate reputation is increasingly a PR responsibility. Image can be generated through an advertising campaign or a corporate document or the look of an organization’s premises. Vol..MIB.” One implication is that PR grows the reputation to protect the brand. Delhi University|BRAND. I would like to place a broader picture “PR”.the new saga in marketing!! . branding etc. The role of PR is never really to build a brand in the first place. It is largely what others say about you. Reputation is built through developing relationships and what an organization does. What this means is that everybody 11 .? I would like to show the emerging yet doubtful and confused term called PR.i. Today’s consumer is not stupid. Sept 2012 PR. Brand is image. while reputation is reality. So they kind of try to avoid get trapped from all these.
brand is best conveyed by a consistent marketing/advertising “core message. which is to tell a very partial. and Coca-Cola have little to do with the real world inside their organizations. I think that people enjoy the brand- building activities that advertisers create. fooled. Sept 2012 knows that brand is fake. What they don’t like is to be tricked. Therefore. Delhi University|BRAND. Starbucks. They like a good advertisement or television commercial.” while reputation is best conveyed by transparency. Issue 2.MIB. Really. the brands of Nike. Till then the purpose of this article was to see the new color being added to the rainbow of marketing. and they enjoy finding out about a product or service that is new and interesting. branding is pure selling. II.i. or has elements of fakery. Disney.Is this really on cards? Well there is a long way to go!! 12 . Even the good B-schools are having their campus placements with one of the profile of PR. No matter how they are written up in The Wall Street Journal or Fortune. aimed at owning a single idea in the audience’s mind. Vol. or enticed to buy something from a company that is unethical or that doesn’t deliver on its promises. So is it “The Fall of Advertising and the Rise of PR”. Therefore PR is actually the antithesis of branding. truth. while reputation is closer to reality. Steering consumers away from those particular dislikes is the job of a good PR specialist. even propagandistic. and much to do with the image they represent to the public.
i. Vol. Issue 2.DELHI: DELHITEFULLY YOURS By Akash Dikshit & Anjali Midha -MIB (2012-14) 13 . Sept 2012 COVER-STORY BRAND.MIB. II. Delhi University|BRAND.
The capital’s growth in terms of quality of living.i. it has managed to attract people from all over the world to exploit its growing potential. for others.MIB. a land of hope in a country of more than a 100 million. It is the land of opportunities. it has become a global hub for business. With Delhi getting world class infrastructure like the Metro facility and T3 terminal. Delhi now stands for “ambition”. Sept 2012 Rains bring back the mushiest time of the year. but they come to make a name for themselves. job possibilities and the grandeur and charm which the city has to offer has attracted people from all over the country to it. . It is a kaleidoscope of ever changing fads and fashion. The hustle bustle of Chandni chowk gives it as much character as does the white pillared roads of the historic Connaught Place. education centers. But 14 . Delhi seems to imbibe the qualities of wine. education. II. The successful organization of the Commonwealth games gave Delhi a massive booster shot on the global platform. But we fail to notice and admire the beauty of our very own beloved city. Delhi University|BRAND.Delhi in the monsoons. People come to Delhi not because they merely want to see the mix of past and future. technology and manufacturing as well. Issue 2. From the capital of the British Raj to being the national capital. fashion. media. From the bazaars of Sarojini Nagar to the larger than life malls of Vasant kunj. the better. People fall in love. Delhi has developed an image of a city which is a selfcontained entity and is ready to welcome anyone who comes with an ambition. melancholy. Delhi has it all. To some it is a melody. Vol. people fall out of love. The older it is.
When it comes to our charming Delhi. Vol. Though a ‘Kwality walls’ ice cream with your friends at the picturesque India Gate still cannot be replaced by any frozen yoghurt or gelato.even the geographical boundaries seem to diminish. And he makes them wisely. Sept 2012 how much has an average ‘Delhite’ changed? The answer varies from “not much “to “too much”. People of different ethnicities and tastes co-exist in this beautiful city. This leaves consumer with a plethora of options. Dev D. And Bollywood is no exception.MIB. cheerful and full of life. the chola bhatura vendor and the Italian bistro. festivals. Vicky Donor and Delhi 6 have gone a step ahead.i. They used Delhi. all revolve around the food. It caters to their needs and wants. Food industry was and will always be in our top most priority. But his choices are more polished. the subzi wallahs and the retail stores. And it brings no surprise if the biggest of international food chains want to target the taste buds of the people here. not as a location but as one of the characters.loud. from which we never want to move on!! 15 . More and more film directors exploit the cosmopolitan nature of Delhi. Aisha. Issue 2. They capitalize the essence of this magnum city by shooting at eye catching locations like forts. No wonder it is a dream city for millions. In fact Metro has become the face of Delhi in recent times. It gives them a hope for a better life. old Delhi and metros. Our affair with Delhi is though a couple of decades old. We carry our heart on our sleeves and are not apologetic about it. Our parties. Oye Lucky Lucky Oye. And so does the local chai-wallahs and the hip coffee shops. We still prefer going to a real market for shopping then to buy stuff virtually on a website. Delhi University|BRAND. Recent films like Khosla ka ghosla. but this is one relation. weddings. They managed to capture the Delhi people in their full form. II.
With the advent of newer and advanced 16 . Sept 2012 OOH Laa Laa! By Arjun Kant Chadha -MIB (2011-13) A couple of months back I had little clue as to what the term OOH means .MIB.i. Issue 2. in transit (Bus shelters. I’m talking about OOH-Out of Home advertising . and Internet advertising. chemists. You can avoid the morning newspaper. fly over’s) waiting (ticket counters. metros. It targets you when you are "on the go" in public places. turn off the television commercial or simply not buy a magazine but you cannot evade outdoor advertising that you’re exposed to each day. Vol. This format is in contrast with the regular broadcast. hospital receptions). and/or in specific commercial locations own explanation but it couldn’t provide me with the right perspective either. II.OOH or Outdoor advertising is basically any form of advertising that reaches a consumer from the point he or (such as in a retail venue). Airports.Silk (Dirty Picture’s Vidya balan) had her she steps out of home to the point they come back. Delhi University|BRAND. print.
e. II.more often than not we skip the ad even before we get to know what it is for. That essentially puts millions of rupees down the drain that advertisers allocate to marketing . a mall.MIB. Brand Delhi has also witnessed its fair share of OOH lately . OOH industry is predominantly unorganized and this characteristic is responsible for a high degree of price discrimination. How many of us have actually had the patience to watch an entire advertisement before a video starts to buffer on YouTube . MP3 Players its easier for us to eliminate advertisement and watch only what we want. Delhi University|BRAND. According to a recent study by Nielsen Media Research. Sept 2012 technology with devices like Satellite Radio.i. more than half of digital video recorder users fast forwarded through commercials while watching prime-time network fare. or a high traffic red light then that makes you an owner of a media space and like many 17 . Issue 2. near a metro station.Outdoor comes as a relief to such advertisers as it’s a media which is always on and is nearly impossible to miss. all come under outdoor advertising . Vol.Right the humongous Sachin Tendulkar ‘Cricket ki khushi’ Coke campaign poster at the Dhaula Kuan metro station to the Yo Yo Honey Singh concert billboard while you drive through the Naraina fly over or the Chanel render you see at the Pacific mall. So if your roof is situated in favorable location i.
Sept 2012 Such innovative formats prove to be effective both on cost and coverage parameters. Traditional print advertisers are taking up this high impact medium which insures a better recall value and greater value for their money. Big names of the likes of Times OOH & JCDecaux ensure that their clients sing Ooh laa laa. It is no longer restricted to billboards.MIB. small entrepreneurs are getting aware about the significance of marketing and are exploiting this format. Delhi University|BRAND. Vol. II. Issue 2. it is the newly sprouted organized sector which is changing the equations of this industry. In contrast to the unorganized sector. A few OOH’s intersting 18 . They are the ones responsible for ground-breaking media formats like halogen projection.i. flash mobs. dynamic digital displays etc. They charge the clients premium rates but more than compensate with quality & technique. all the way to their bank accounts. German domestic appliance manufacturer Miele to release monster vacuums across the UK with latest ad campaign other Delhi residents you may as well rent it out to earn an extra buck. Right from the grocery seller to the laundry shop.
commented. Delhi University|BRAND. Saatchi & Saatchi replaced chains with giant jewellery in several locations. II. Issue 2. for an accessory store.i. Vol. 19 .” This marketing campaign took place in Geneva. “We hope this imaginative and eyecatching campaign will put Miele vacuum cleaners at the forefront of the consumer’s mind. marketing director for Miele.MIB. Sept 2012 ‘The Monster Suction’ campaign Dominic Worsley. helping to drive them into store.
Vol. this campaign was developed in partnership with the global creative partner TBWA and it 20 . Issue 2. It is hard to associate them with acts that can change the history of the world or the life of an individual in some corner of the same world. business outlook. Delhi University|BRAND. First launched in 2010.MIB.i. This exactly has been the theme of the “Here for Good” The campaign highlights Standard Chartered’s commitment to stick to their clients through both the good and the bad times. It has the dedication to always follow the ethical route even when that doesn’t seem to be the best of business decision in the traditional sense. Sept 2012 The Bank that is “here for good” -Sourav Saha. No one really associates the image of a financial institution to the softer aspects of life. II. “Here for Good” “Here for Good” is both a promise to the customer and a tagline that encourages one to believe in the brand. All activities carried out with the motivation of profit. The campaign captures in three words all the things that the bank stands for and is committed to.MIB-(2012-14) The first image that comes to mind when one thinks of a banking or a financial institution is hardcore campaign of the Standard Chartered bank that highlights its core values. like caring for its customers. stakeholders or the environment.
can a bank in fact be great? In the many places we call home. II. Delhi University|BRAND. To quote from the campaign: “Can a bank really stand for something? Can it balance its ambition with its conscience? To do what it must. Issue 2. Not what it can. To be here for people.” The main ideas of the campaign came from the footprints that Standard Chartered had in the countries of Asia. Can it look not only at the profit it makes but how it makes that profit? And stand beside people. Vol. Here for the long run. The script of the campaign raises many questions and seems to answer them at the same time. The campaign is considered one of the best things that has happened to Standard Chartered after their previous failed campaign. It tacitly makes a statement that the CSR activities need not be one aspect of an organization but can be a part of the core activities. It also showcased the many hurdles that they have crossed while they supported each and every developmental challenges of mankind. our purpose remains the same.MIB.i. not above them. 21 . Here for good. The campaign is not overtly projecting the CSR activities of the bank. Simply by doing good. but in an underlying tone identifies the regular activities of the bank and aligns it with its CSR activities. Africa and the Middle East. The campaign brings to life the essence of “Here for Good”. Sept 2012 was the first global positioning campaign by Standard Chartered in 40 years. Here for progress.
these advertisements have gotten our attention. Here is my review of the top three Ads. Karaoke. and then there are those that have personified the concept of how branding can be made to work for the product most efficiently and effectively. But this fresh spurt of creativity from Lowe The tweak to the creative theme – of being in heaven – is to complement various ‟heavenly” apps that the Idea 3G Smartphone comes preloaded with.i. Idea TV. Vol. from concept to execution. violins. Delhi University|BRAND. one wouldn’t know how good or 22 . Issue 2. II. From creativity to brand recall. 2012-14) Lintas revitalizes and reinvigorates the concept again. thanks to the commitment of the teams that created them. The latest series of TVCs are crafted in heaven (No pun intended) complete with the clouds. Sept 2012 The “Not so” Idiot Box By Mukul Sharma (MIB. mosquito-repellent. face-scanner.MIB. 3G Agency: Lowe Lintas In all honesty. and a host of other “heavenly” apps that one can supposedly tune into. When in doubt. There are Ads. Not being an Idea subscriber. play dead! Advertiser: Idea Cellular Baseline: Deadly Idea Sirjee. the “What an idea Sirjee” campaign was starting to bore. fairies and an immaculately turned out Abhishek Bachchan in white. There’s a liedetector.
And then there is the execution. Issue 2.” This one builds on it with the help of innovative product tinkering from the cellular company’s marketing team. Sept 2012 bad the apps are. Let’s face it. enabling the “dead” to not be bothered by mosquitoes and so on… very dark. Get an Idea. for all its stereotyping of women (of their penchant for jewellery and their dependence on their men to provide for them) this ad still wows for the simply fantastic story it tells for the brand in question. Delhi University|BRAND.MIB. there’s no chance (in heaven.. but the ads certainly fan the curiosity element. There are just too many stereotypes one has to deal with – especially in the ad world. II. So there’s Bachchan Jr. helping departed souls identify newcomers into heaven (with a face scan no less).i. But 23 . That being said. Idea Cellular ran a campaign titled “No Idea. The fact is that whether you hate the ad or love it. if you may) that you won’t recall the Idea brand when you see Abhishek Bachchan mouthing. catching plumbers who claim they died doing heroic deeds (with a liedetector app). but equally comic! Last year. “No Idea. get.” And that’s where this rocks! Befriending them diamonds Advertiser: Tanishq Baseline: Now diamonds are a man’s best friend too Agency: Lowe Lintas Being a woman isn’t easy.. Buying diamonds has traditionally been perceived as a high-income purchase. Vol.
The ad opens in a luxurious Tanishq showroom with two men (obviously the husbands) worrying about how their bank accounts are going to receive a major setback once their respective wives (who are busy checking out the latest designs on display) finish with their shopping.i. In an industry infamous for rampant misrepresented selling. The ad begins with one adviser attempting to sell a policy to a trusting yet obviously less-informed client. an insurance company has dared to take the bull by the horns. Delhi University|BRAND. And it did a great job in doing that. Sept 2012 the ad hopes to demolish that as a myth. Vol. selling their mobiles or even taking extra tuition to pay off for the money lost. they are genuinely taken aback at the low price tags. Issue 2. old age sanctuary and all the other usual clichés that usually dominate insurance advertising. The bulls in question are unscrupulous insurance agents who mislead prospective clients to rake in higher commissions for them. Getting rid of an alter-ego Advertiser: Max New York Life Baseline: Aapke Sachche Advisors Agency: Ogilvy India Move over security for family. The message was crucial to kill popular perception that walking into an upmarket branded jewellery showroom such as Tanishq would burn a hole in their pockets. But when the final bills are presented to the worried hubbies.MIB. dreams of children. Finally. The husbands discuss cancelling vacations. The communication informs how Tanishq caters not only to the well-heeled but also the aspirational middle class looking for affordable branded jewellery. the ad is not only a tacit admission of guilt but also attempts to position Max New York Life Insurance (MNYL) “ethically” above the entire racket. The message is clear: “Now Diamonds are a man’s best friend too”. And then enters a third-character in the fray – sort of a devilish alter-ego of the insurance agent – who 24 . II.
that’s where the downside is. an issue that the ad fails in currently. Sept 2012 tries to coax the agent into misleading the investor to rake in a higher commission for himself and better business for the insurance company. the ad may still work to the advantage of MNYL – if consumers are able to recall the brand through the ad. However. II. the ad may expose even MNYL agents to the same scrutiny applicable to agents of other insurance companies.i. Issue 2. despite all its attempts. 25 . Be that as it may. Vol.MIB. Delhi University|BRAND. Clearly.
By Nikhil (MIB.MIB. Vol. 26 . Sept 2012 Marketing Reloaded……. I am not going to explain the status-quo so just chill . Let me ask one question. Issue 2.i. how many of you have watched Gangs of Wasseypur II I guess all of us who have seen part-1 have surely seen but I am more interested in why will you go? Is it because of movie alone??? Not really!!! It is most probably because of the curiosity we felt when at the end of Part-I we read “to be continued” and this was done intentionally by the director and in Marketing it is called Teaser marketing.I will start marketing by giving examples. II. Delhi University|BRAND. 2012-14) How to squeeze money out of the customer’s pocket and they being not aware of the real reason? I guess all of us have a fair idea of Marketing and must have heard this term many times in your life.
Issue 2. then any idea about which kind of business they are in? Let me tell you it is the largest Marketing Company in the world. Delhi University|BRAND. As it is rightly said. is one more example. it is true and you can check it by searching anything on it and just look at the right hand side of the page and Google earns money on that and if you click on that side more money and in case you buy then Big thanks from Google. Sept 2012 It is now a days.i. Now let’s come to second example: Which website you open the most on internet? I guess Google. nothing is more powerful in Marketing of a product than word-of-mouth. Next time you go just observe to which side you look the most. Vol. 1 year prior to their release. Answer is right and going further you will find all the costlier products are on that side and in Marketing this is called “Theory of Trolleylogy”. Why this Kolaveri di. very much prevalent and that’s why you see the trailer of Movies. Ever wondered why it asks for so many personal questions which are not related neither to you nor to your friends. I guess every one of us have visited a retail store like Big Bazaar etc. Let me tell you there are companies in London and United States worth millions of US $ whose job is to make you like a product so that your friend could read it on your wall and do the same and thus the chain goes on and on. Does anyone know how world’s most famous social networking site Facebook generates its revenue or in other words why it is valued at whopping US $100 billion? It is the most famous and widely used tool for marketing research companies.MIB. 27 . Yes. II. Now let’s come to last one but not the least.
a powerful marketer doesn’t even just give people what they already want. For them Apple meant Steve jobs and vice versa.(2012-14) Last year Steve Jobs’ death shook the business world but for people it was the end of “i”.i. Vol. Steve Jobs was a genius when it came to marketing a product.MIB. having a good product is not enough. Sept 2012 Steve JOBS and his marketing Legacy -By Nitesh Kasana MIB. Issue 2. Delhi University|BRAND. Till date people are inspired by him in terms of innovation. they TELL them that they want the product even though they are not aware of it themselves! A good example would be theiPhone. marketing etc. strategy. He left behind his legacies which business people all around the world continue to follow and posing a serious competition to Apple Inc. In the past. This “i” was the connection between Steve jobs’ and the entire consumers of Apple products. You need to give people something they want. itself. II. Steve Jobs did what others couldn’t do while fighting his life against the cancer. In fact. many people would never imagine themselves wanting an 28 . If you want to improve your income.
people can’t wait to get the next version. Since the first release of iPhones and iPads. Steve Jobs believed in “Work WITH your competitors instead of against them” as it doesn’t matter who ‘copied who’ but the most important principle to remember is that only a stupid marketer would compete with his greatest competitor for the same piece of the pie. 29 . Any complications will impede the user’s experience. Issue 2. waiting at the computer screen for an email announcing the release date. The power of anticipation was his one of the good strategy. Sept 2012 iPhone. Delhi University|BRAND. II.i. Steve Jobs understood that there will always be more ‘stupid’ people in the world than ’smart’ people so the iPhone is made to be so simple until you can push one button. people today can’t live a few HOURS without an iPhone. After the marketing process. The rapport you develop with your customers has to be so strong that people can’t wait to get their hands on your products. tablets and our phones. the next release and they are constantly waiting for the next one to appear. one on/off switch and everything else slide on the screen.MIB. Vol. That’s why by dominating phones and tablets. Steve Jobs made the ‘computing’ world bigger by expanding the value of computers to the point where we can’t live without computers.
7 million in 2011. Delhi University | BRAND. Delhi has not always been the capital of India. Delhi. Issue 2. officially the National Capital Territory of Delhi (NCT) is the second largest metropolis of India after Mumbai. II. The city of Delhi was destroyed and rebuilt seven times and ruled by successive empires and dynasties. Kolkata had the honor for a long time till Delhi was reinstated in 1912. Vol. Sept 2012 Trivia.MIB. the city is the 2nd most populous metropolis in India and 8th most populous metropolis in the world. Under the British.. With the population of 16.i. 1 .
The network consists of six lines with a total length of 189.63 kilometers with 142 stations of which 35 are underground. Delhi’s public transport the DTC or Delhi Transport Corporation runs the world’s largest fleet of environment-friendly CNG buses. Delhi Ridge still stands with a whopping age of 1500 million years! Delhi won the United States Department of Energy’s first ‘Clean Cities International Partner of the Year’ award for ‘‘bold efforts to curb air pollution and support alternative fuel initiatives’’ in 2003. Gurgaon. Kashmiri Gate: Pointing North to Kashmir. Issue 2. The Delhi Metro is a rapid transit system serving Delhi. Sept 2012 The walled city of Delhi originally had fourteen gates. Here's the provenance behind their names. Vol. Five are still standing. which are 50 million years old.i.MIB. II. Delhi University | BRAND. Compared to the Himalayas. Ajmeri Gate: Facing Ajmer in Rajasthan. 2 . Delhi Gate: Road to earlier cities of Delhi Turkman Gate: Named after pious saint Hazrat Shah Turkam. Noida and Ghaziabad in the National Capital Region of India. Lahori Gate: Facing Lahore in Pakistan. Delhi is one of the 'greenest' cities in the world with a green cover of almost 20%.
i. II. pictures and objects detailing the historic evolution of toilets from 2500 BC to date! Ever heard something like that? Due to rapid development of the Delhi-NCR area and its emergence as a Cyber City.MIB. Delhi is ranked as the 7th most expensive office hotspot in the world. 3 . Delhi University | BRAND. Issue 2. Vol. Sept 2012 The one-of-its-kind Sulabh International Toilet Museum houses a rare collection of facts.
Relationship Management as well as Team Management with various organizations.Rendezvous with Ms. . The message is loud and clear that nothing will go wrong and if it does. Marketing. OAP. Business Development. Henna Chowdhry. new business development. Currently designated as AVP –Fashion and Lifestyles at Times OOH. AVP Fashion and Lifestyle (Times OOH) About Henna Henna has more than a decade of experience in Advertising. My weakness is my inability to detach myself and get emotional about “my brands and my clients”. what’s your biggest strength & Weakness? Henna: My strength essentially has to be the confidence that I give to my business associates. competitor analysis . Oglivy and Mather. Bates 141 and Percept Out of Home. Having studied MBA in foreign trade and international marketing she is very proficient at planning and execution .marketing operations to say a few. TDI Media Services. Marcom: Where did you begin your career from? Henna: TAM Media Research (IMRB) Marcom: As a marketing professional. it will be taken care of. She’s got natural flair for marketing and communication and is adept at & strengthening relationships with various corporate clients and managing business development activities. she started her journey from TAM Media Search followed by various reputed firms like JWT.
Marcom: If not a marketing. how brand conscious are you? Henna: Just as brand conscious as any small town Indian from a middle class background having done reasonably well for herself should be. Marcom: Personally. what does it take for a brand to stand out? Henna: No matter how entertaining. Marcom: Is it inevitable to be in selling before being a successful marketer? How has your experience been? Henna: It is not inevitable but it certainly helps to get your hands soiled before donning that business suit and talking fancy. Marcom: Your favourite ad. unbeatable humour and relevance. a brand will only stand out on the basis of its quality and commitment to the consumer. I work with luxury and I believe that the moment you afford it. Marcom: Your favourite tag-line/slogan Henna: “Har Ghar kuch kehta hai” Asian Paints by Piyush Pandey. than what would you be doing? Henna: I would probably be a lawyer. . engaging or feel good an ad campaign is. Marcom: Given the enormous number of advertisements and brands that a consumer is exposed to. The other all-time favourite is that of the brand Amul. Within a week of buying the fanciest brands they cease to give you any joy. it’s no longer luxury.campaign? Henna: Out of the recent ones it would certainly be the Airtel “Har ek friend zaroori hota hai” campaign. Marcom: Which is your most treasured purchase? Henna: I don’t treasure purchases.
Marcom: Given a million bucks. innovate and be solution providers.is a must read book for every marketer.” . Marcom: What quality do you think is indispensable for future marketing managers? Henna: The ability to strategize. Marcom: What do you like the most about your job? Henna: The dynamism and ever changing trends that keeps me on my toes. how would you like to spend it? Henna: I would invest it in real estate along with some minor frivolous buys. Marcom: The book you’d recommend to every marketing aspirant? Henna: “Why She Buys by Bridget Brennan. Marcom: What helps you unwind at the end of a hectic day? Henna: Some quality time with my two children and my husband.
org Like us at facebook.110007 To subscribe a free online copy. Delhi School of Economics is a student initiative that aims at nurturing individuals with distinctive imagination and originality. MARCOM .About Us Marcom.The Marketing Cell of MIB. Our objective is to give students a podium to unleash their creativity and assimilate the field of marketing. the marketing cell of MIB (Master of International Business). making them indispensable for any team that they work in.i comes up with articles on changing markets and innovative marketing techniques. New Delhi .mib . inviting editorials by B-school students & professionals from all over the country. quizzes and presentations to provide unadulterated flavour of marketing to students. It provides an opportunity to the students to explore their potential in the field of marketing outside the classroom. We use tools such as case study competitions. Department of Commerce.com/marcom. Delhi School of Economics University of Delhi. Faculty of Commerce & Business. write to: marcom@mibdu. Our widely acclaimed monthly student magazine Brand.