Videocon Shows What Debt and Bad Brand Management Can Do to a Company

First published in thewire.in on 18 April 2018 Textbook marketing says that a price warrior has a limited life because he will sacrifice long-term brand values for short-term sales. And that is exactly what Videocon might have inadvertently done. The current ICICI Bank-Videocon loan controversy, where Venugopal Dhoot…

Mathman quits WPP Equation

When Martin Sorrell made a hostile bid for JWT in 1987, nobody could believe that an ad agency could be the victim of a takeover. Largely because agencies were held together by loyal clients who could object to new owners if they thought them inappropriate.  JWT at the time was…

#Save Air India : The brand’s hidden liability

While discussions are on almost every day in the newspapers about Air India’s proposed disinvestment and how the various suitors like Jet and Indigo are falling through, no one may have estimated the might of the 11 unions inside Air India. Air India was always unionized, one of…

Salman Khan : The Rise and Fall of a Brand

The Indian marketer’s obsession with celebrities is well known. If we lack an idea for the brand the easiest way to make up is to have a celebrity in the advertising. Or in other words, the celebrity becomes the advertising idea. Salman as a celebrity brand has had…

Misdirection is an Important Ploy in PR Strategy

In the entire ICICI Bank – Videocon controversy what I have been admiring most is the PR strategy being followed by ICICI Bank which according to me is shrewd and manipulative. Ever since the news broke out that ICICI Bank was part of a consortium of banks that…

How much is the Air India brand really worth?

With speculation rife on the sale of Air-India, the question that arises is how much the brand Air India is really worth. With excess staff, below par service, and other inefficiencies, experts have been speculating that the only real benefit for buying Air India is its brand value.…

Share-a-cab Chronicles – A new Market Research Tool?

You might think that taking a Uber Pool or Ola Share is just a way of cutting down transportation costs. Or meeting interesting people on the way to office? Or going by the new rule introduced by Uber overseas where they ban flirting and physical contact between passengers…

How Data Theft is affecting the Elections

Data Theft whether from Aadhar or Facebook has increasingly become a serious thing to worry about. With Cambridge Analytica’s involvement both in the Bihar 2010 polls, the Donald Trump campaign and the Brexit vote, it seems like the world’s population has to be worried about any election being…

How to kill a brand in a week

First published in February 20, 2018   Ad Age published an article 4 days ago where they asked experts what would happen to the brand Nirav Modi as a result of the Punjab National Bank scam, and the experts all said nothing would happen to the brand from…

Would Jane appeal to the Indian John?

If the damage done by its insensitive PR launch is not too great, yes. India’s drinking patterns differ significantly from those in any other market in the world. Much has been written about how India is the world’s largest whiskey market. Unfortunately, most of what we drink is…