In the year 1977 Coca-Cola exited the Indian soft drink market. As soon as the giant left, others came out to play. Mohan Meakins, Modern Bakers, Pure Drink; Companies you won’t even recognize today, and brands you might have never heard of ruled the Indian soft drink market from 1977-1988. Why today, soft drink brands ‘Double-7’, ‘Mary & Puck up’ or ‘Thrill’ doesn’t make any sense to us?, Why today, we don’t even know that McDowell’s at one point of time owned three different soft drink brands. It is because …

“Influence in society is a capital which has to be economized if it is to last.”
- Leo Tolstoy
If you’ve been to B-School, there’s a fairly good chance that you’ve read HBR’s case study on Netflix. For those of you who 1) went but exercised their choice to not read 2) haven’t heard of the company, the HBR case study describes how Netflix’s innovative model for delivering DVDs through mail services helped them establish a competitive advantage that put a large chunk of their competition, the traditional brick-and-mortar video rentals, out of …

Mahindra Verito- And???
It’s different when you are BMW or Mercedes Benz. The ads made can be vague, laddered up to the point where it stops being a mode of transportation and starts becoming a way of life. Thus when you see the (hopefully) naked woman with the “You know you’re not the first. But do you really care?” advertisement for BMW used cars with just the BMW symbol, the ad still makes sense. The brands have the advantage of being perceived as the best in the market already and all …

‘I don’t want healthy food!’  Such cry might seem to come from a person who is short-sighted and who does not care about the tons of fat he is consuming. Indeed, it is the reality that a lot of multinational companies are facing in India. It is very instinctive for us to ‘Like’ FMCG such as Diet Pepsi, Sugar-free candies, roasted and baked chips etc. But, from the point of view of a consumer who has the habit of consuming these items regularly, the experience is unsatisfactory.
The pleasant feeling of …

One of my favorite scenes from the movie ‘Fight Club’ is the ending scene when Edward  Norton, with his head all blown up, is staring at the concrete jungle spread out in  front him as the buildings start blowing up and The Pixies’ Where is my mind starts  playing in the background. Research in Motion is a company that had every single  individual working in such buildings dancing to their BBM tones till not so long ago.  That was no small following of loyal corporate fans! In 2009, Fortune …

Karizma sets tone for Hero branding strategy :
The maker’s name is absent from World Cup ads for bike as Hero seeks to evolve its own brand after split with Honda. Hero and Honda are parting ways, and the Karizma promos are the first of the Indian group’s new branding strategy as it prepares to go to the market alone after a 26-year partnership. As Mint reports the Hero group has previously said it would evolve its own brand after the split and enter overseas markets such as Latin America, Africa and West Asia …