DEFINING MARKETING MOMENTS OF 2009
Savreen Gadhoke and Surbhi Chawla present the sizzlers, the scorchers & the whimpers that rocked 2009
From Obama to Fevicol, from Bigg Boss to the Ambanis, we bring to you the most defining marketing moments of the year gone by
Sibling rivalry redefined: Nobody has perchance used media as a tool to win points in a corporate battle, as the Ambanis have done. In the gas pricing issue between brothers Mukesh & Anil, the latter launched a campaign against the former by giving front page ads in almost all national dailies accusing the Petroleum Ministry of interfering in a corporate dispute and favouring RIL!
When mascot became larger than the brand: Vodafone’s newly-created mascots, officially called, Zoozoos instantly created mass-hysteria promoting its VAS offerings. Zoozoos successfully triggered a hot debate on whether creativity in 30-sec spots is enough to make killer brands. Well, Zoozoos did manage to create at least one killer brand – they themselves.
Superstar employees: Intel launched ‘Sponsors of Tomorrow’ to give an insight of the company to its consumers. The ad campaign highlighted Intel’s people and their revolutionary inventions. The campaign took Intel’s employees to another level altogether by calling them ‘Intel Superstars’ with a tagline: “Our superstars are a little different from your superstars.”
Engaging with real consumers was never so personalised: A marketing trend pioneered by Frito Lay’s Kurkure gained momentum like never before. So, we had Maggi (which printed real-life stories of Maggi-lovers on the packs) and Dove (which made brand ambassadors out of the contestants of Dove Real Face Test Campaign) engaging with real consumers, thereby enhancing brand loyalty and equity. Even Google, through the Doodle 4 Google contest, engaged school kids.
Changing the rules of the game: The telecom price war was never as intense as in the latter half of 2009. ‘Pay per second’ suddenly became the hottest pricing strategy applied by almost all telcos and was extended to SMS and roaming plans as well. But the game changing pricing strategy was first initiated by Tata DoCoMo’s GSM that offered the ‘pay per second’ plan to its customers – a breakthrough move by a new entrant in the GSM space. Same with RCom’s GSM offering, which charged one paisa per SMS from its customers. What better than hitting the biggies where it hurts the most…
Landmark for the generic brand: The mazboot jod of Fevicol completed 50 years in 2009. And to celebrate this landmark, Ogilvy India conceptualised the Moonchwali campaign. A lot of buzz was created even before the launch of the campaign as teasers were launched in multiplexes and movie theatres. Insertions in dailies intimated to readers that the Moonchwali is coming soon.
New way to introduce a spot on TV: To create frenzy around the news that Bollywood’s star couple Abhi-Ash are coming together for the ad campaign of Lux soap, it was decided to launch the campaign in the Lux-sponsored reality show on Star Plus – Lux Perfect Bride. The participants (paired as couples) were made to play the blind-fold game that Abhi-Ash play in the ad and dance to the tune of the jingle. For the first time ever, an ad campaign was introduced by way of a reality show.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
IIPM enters into media education
IIPM makes record 10,000 placements in five years
TSI exposes b school ranking scamsters Mahesh Peri of Career 360 and Premchand Palety of C fore. - For Complete Sting Operation Video Click Here
Pioneer Exposes the fraud called Mahesh Sharma and Mahesh Peri of Career 360 and Barbel Schwertfeger of mba-channel.com
Detail of all IIPM branches
IIPM - Admission Procedure
IIPM, GURGAON
IIPM 3-year full-time Integrated (MBA BBA) Programme
IIPM 2-year full time Programme (leading to the award of the MBA degree from IMI)
From Obama to Fevicol, from Bigg Boss to the Ambanis, we bring to you the most defining marketing moments of the year gone by
Sibling rivalry redefined: Nobody has perchance used media as a tool to win points in a corporate battle, as the Ambanis have done. In the gas pricing issue between brothers Mukesh & Anil, the latter launched a campaign against the former by giving front page ads in almost all national dailies accusing the Petroleum Ministry of interfering in a corporate dispute and favouring RIL!
When mascot became larger than the brand: Vodafone’s newly-created mascots, officially called, Zoozoos instantly created mass-hysteria promoting its VAS offerings. Zoozoos successfully triggered a hot debate on whether creativity in 30-sec spots is enough to make killer brands. Well, Zoozoos did manage to create at least one killer brand – they themselves.
Superstar employees: Intel launched ‘Sponsors of Tomorrow’ to give an insight of the company to its consumers. The ad campaign highlighted Intel’s people and their revolutionary inventions. The campaign took Intel’s employees to another level altogether by calling them ‘Intel Superstars’ with a tagline: “Our superstars are a little different from your superstars.”
Engaging with real consumers was never so personalised: A marketing trend pioneered by Frito Lay’s Kurkure gained momentum like never before. So, we had Maggi (which printed real-life stories of Maggi-lovers on the packs) and Dove (which made brand ambassadors out of the contestants of Dove Real Face Test Campaign) engaging with real consumers, thereby enhancing brand loyalty and equity. Even Google, through the Doodle 4 Google contest, engaged school kids.
Changing the rules of the game: The telecom price war was never as intense as in the latter half of 2009. ‘Pay per second’ suddenly became the hottest pricing strategy applied by almost all telcos and was extended to SMS and roaming plans as well. But the game changing pricing strategy was first initiated by Tata DoCoMo’s GSM that offered the ‘pay per second’ plan to its customers – a breakthrough move by a new entrant in the GSM space. Same with RCom’s GSM offering, which charged one paisa per SMS from its customers. What better than hitting the biggies where it hurts the most…
Landmark for the generic brand: The mazboot jod of Fevicol completed 50 years in 2009. And to celebrate this landmark, Ogilvy India conceptualised the Moonchwali campaign. A lot of buzz was created even before the launch of the campaign as teasers were launched in multiplexes and movie theatres. Insertions in dailies intimated to readers that the Moonchwali is coming soon.
New way to introduce a spot on TV: To create frenzy around the news that Bollywood’s star couple Abhi-Ash are coming together for the ad campaign of Lux soap, it was decided to launch the campaign in the Lux-sponsored reality show on Star Plus – Lux Perfect Bride. The participants (paired as couples) were made to play the blind-fold game that Abhi-Ash play in the ad and dance to the tune of the jingle. For the first time ever, an ad campaign was introduced by way of a reality show.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
IIPM enters into media education
IIPM makes record 10,000 placements in five years
TSI exposes b school ranking scamsters Mahesh Peri of Career 360 and Premchand Palety of C fore. - For Complete Sting Operation Video Click Here
Pioneer Exposes the fraud called Mahesh Sharma and Mahesh Peri of Career 360 and Barbel Schwertfeger of mba-channel.com
Detail of all IIPM branches
IIPM - Admission Procedure
IIPM, GURGAON
IIPM 3-year full-time Integrated (MBA BBA) Programme
IIPM 2-year full time Programme (leading to the award of the MBA degree from IMI)
Labels: Arindam Chaudhuri, IIPM, IIPM Admission Detail, IIPM Best B School, IIPM Gurgaon, IIPM NEW DELHI
Rashmi Bansal Publisher of JAMMAG magazine caught red-handed, for details click on the following links.
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