A typical Indian youth today wears all the global brands, knowingly or unknowingly. Knowingly because very small section can afford and others wear duplicates, Gucci, Armani, D&G. Unknowingly because of ignorance, they don’t realize the watch they bought from road side is copy of a Rolex or belt with “G” shaped buckle is a copy of a Gucci. Speaking of brands one of the Indian brands I’ve been following carefully since last few years is Fastrack. Let me just inform readers my liking for Fastrack in not because I am …

Nearly everybody fell in love with the Jaago Re campaign of Tata Tea. The campaign showed simple aspects of our daily life, highlighted on how we have forgotten our basic duties as citizens of India, and urged the audience to ‘wake up’. These set of ads stood out of the crowd, who mostly focused on the functional aspect of tea. There have been some attempts by other players to build emotional associations; one that comes to mind is by ‘Bagh Bakri’ Tea, which claims to revive family ties. However, they …

Last week, I read in the newspapers that Jet Airways is planning a brand consolidation, reducing currently used 3 brands, Jet Airways, the full-service airline, Jet Lite & Jet Konnect, both low-cost airlines, down to two. It was mentioned that the brand to be killed was Jet Lite, and if the plan goes through, Jet Lite’s operations would be run under the brand Jet Airways Konnect. Let us see the merit in this decision.
The first point here is the issue of brand consolidation. Jet had been operating two similar, low …