Triggered by brand sounds
July 29, 2021Back when TV was new (in our homes), when a TV show had the sound of a phone ringing, we may have looked at our own home’s landline phone and wonder if it was the one ringing. And then realize that it…
Category: marketing & advertising
Dyson vs. Kent – cordless, gendered
July 26, 2021When the mega lockdown was announced in March 2020, it started an increased interest and demand for devices and gadgets that can help us do household work. So, more interest and demand for dishwashers, automatic vacuum cleaners, washing machines, better mops, etc….
Flite breaks the category marketing code wonderfully
July 23, 2021I have always looked at ads from chappal brands with a lot of interest. I say ‘chappal’ because I don’t want to call it ‘footwear’ and include all kinds of footwear. Chappal is a category, based on pricing and socio-economic target audience…
Elephant conservation, via PR and advertising
July 22, 2021Last month, an elephant that smashed through a kitchen wall at a home in Thailand made news globally. While it was funny to see countless memes around it (including one that made me laugh out loud; it had the elephant’s pic along…
Budweiser India’s 2nd marketing misfire in 4 months
July 16, 2021Budweiser India had a marketing misfire in April this year when they got Messi portraits painted over existing street art in Mumbai and Delhi. It was widely called out as a ‘hijack’ where commercial advertising hijacked over organic street art. However, the…
A marketing idea for the real estate segment
July 15, 2021Open any print newspaper on the weekends—across India—and you may see tons of large ads by real estate brands. Week after week! The real estate category has a fairly long gestation period for sales closure – given the high cost involved, they…
Picking product features to advertise
July 14, 2021I had written about true wireless earbuds in March this year – on how they advertise their features to make a marketing pitch. The most common positioning seems to be built on the following features: fit (that it will stay!) touch-based features…