Before I begin this article, all credit to Mr. Chandra Deep Mitra, faculty at Indian Institute of Management Calcutta for introducing us to this phenomenon. Most of the following examples have been taken from his lecture.
Back in 1915 Earl R. Dean, who was working at the Root Glass Company, was given a brief to design a bottle, which firstly could be recognized in the dark. And then, even if broken, a person could tell at first glance what it was.
The result was a, today ubiquitous, bottle sporting red & …

Waka Waka fever has gripped the world and people from across the globe are tuning in every day to see who would go on to raise the FIFA World Cup trophy on the 11th of July, 2010. Given the magnitude of the event and the global reach of every game, it is a marketer’s delight. In any such event, the coveted ‘official tournament sponsors’ position usually draws stiff competition. However, every tournament of this magnitude also draws a number of so-called ‘unofficial’ sponsors – the ‘ambush marketers’. Call them smart …

Colours do matter. Recent studies reveal that colours play a significant role in influencing a consumer’s shopping decisions. Red, orange and other similar hues were found to prompt consumers to go in for the purchase whereas lighter shades of blue and green were found to have a calming effect, thus promoting a sense of safety and security. In this article, I’ll attempt to explore the impact of colours on a brand’s reach and recall and the overall success of the marketing campaign.
Every brand has its own unique identity which is …

Mumbai monsoons 2009: another season of harried people wading through flooded streets. But there was one junction where people were using a raft to ride over their problems. All thanks to Aircel! In its one of a kind campaign, Aircel put up a raft on one of its billboards which could be used in case of flooding. Billboard by itself did not attract anything more than curious looks, but once the raft came into use, it made its way to the front page of a lot of local dailies. Apart …

All of a sudden, everybody is after the humble nimbu paani. It started with PepsiCo and Parle Agro launching Nimbooz and LMN respectively in 2009. Recently, Coke has jumped into the fray with the lemon version of Minute Maid, calling it Nimbu Fresh. While LMN and Nimbooz enjoyed a fair bit of advertising last year with their launch (and nearly equal success in the market), surprisingly, Parle Agro has not launched any advertisement for LMN this year. Nimbooz has come up with a couple of TVCs and Minute Maid Nimbu Fresh …

With TV’s, radio, print and all the mediums along the beaten path becoming more cluttered, getting the attention of the consumer is becoming increasingly difficult for marketers. That has propelled them to explore new modes of advertising, such as advergaming.
Simply put, an advergame is a free electronic game to promote a product or a brand. It allows a user to play any game, with the brand being advertised as an intrinsic part of the game. Advergaming can be called a ‘Pull’ medium, where consumers choose to learn about and connect …

In the soft drinks industry, change is the name of the game. Coca Cola has symbolised this time and time again, with a history of constant innovation and new products in their track record. Coca Cola Zero is just one such example of a great new product launch.
Coca Cola Zero, better known as Coke Zero, was launched by the Coca Cola Company in June 2005. The Atlanta based Company described it as their biggest launch in 22 years since the launch of diet Coke. This drink was strongly targeted at …