Jharna Sur

Sometime ago, Levi’s devised a unique strategy — to push its brand through the social media. It came up with a novel game in which participants were involved in a treasure hunt to locate a pair of jeans. What the company did was to release many pairs of jeans on the streets and give hints about where the jeans were.

The change has happened and it’s really happened really fast. The joint family has broken down. In the nuclear family of today, a mother’s role has become more prominent.

A marketing professional once commented that building a successful brand depends mostly on luck. Well, that is only partially true and it definitely takes more than luck to establish a brand.

An outdoor billboard launched before Durga Puja last year had most of my friends baffled. This is how the ad ran.

The Other day I was caught in a terrible traffic jam. Out of plain boredom, I switched on the FM radio. And there it was — Om Puri’s booming voice telling listeners that he was a ‘Fool for the Forest’. And he urged listeners to be fools as well and protect our dwindling forest cover. A Fool for the Forest — the term caught my otherwise

YES, CELEBRITY advertising does work. After all, who does not fall for the charms of a celebrity? If Aamir Khan takes a swig from a cola drink, you and I want to do the same.

Air-conditioners are definitely swinging away from the primary functionality of cooling. While one brand claims to pre-cool your room, another cools your room by detecting the number of people.

Let’s consider the following example. A cigarette major wants to come up with a mild version of an existing brand. It wants to target the variety at women smokers.

Who does not want to be in the limelight? It is this urge to stay in the public eye that prompts even a 90-year-old to father a child.

Think of Amul and it’s not just the ‘Utterly Butterly Delicious’ butter that makes you want to smack your lips. Now Amul has come up with cold coffee as well as flavoured milk packs to woo the youth.