Some Explorations in the Consumer-Brand relationship

(Extract from a paper that won an Atticus Award and is published in the Atticus File 1997. The Atticus Awards were set up by the WPP Group to recognize original published thinking in marketing services.) If brands had feelings, what would they think of us?  Prabhakar Mundkur examines…

What Baba Ramdev taught the MNCs

Baba Ramdev has been the resident Nostradamus in predicting a consumer shift to Ayurvedic products in the country, which somehow seems to have eluded the MNCs. Now there is open acknowledgement that the launch of Patanjali products has created a market and a consumer which was thought to…

Nuclear Button tweet inspires brands and social media

  Earlier, brands took their cues from the news, cinema and other fields. Or used topics like another brand’s major event to take advantage and poke fun at them. Remember in 2017 when BMW celebrated its 100th birthday, how Mercedes acted cheekily with this ad? It paid BMW a left-handed…

Simon Mottrum on how brands are built – The 2017 D & AD Presidents Lecture

Simon Mottrum heads up Rapha a very premium cycling brand in the UK which just got sold for £ 200 million .  He says cycling is about glory through suffering.  I love that phrase. Hear him in this 6 minute video at the D & AD President’s Lecture…

Can a new electric avatar save the Nano?

The electric version of the Nano, now renamed the Jayem Neo as an electric vehicle, is expected to be launched into the market with great aplomb. The Nano which has been sellling much less than 500 cars a month in this year has been struggling to keep up…

What if the Consultancy consumes the Ad Agency?

  Late last year Bain Capital bid 152 billion yen ( US 1.35 billion ) for ADK in which WPP has held a 25% stake in ADK for the last 20 years. WPP’s stake had been valued at $290 million. ADK held a 2.4 percent stake in WPP…

The Face off between Consultancies & Communication Groups

    Steve Jobs is once known to have said, “We do no market research. We don’t hire consultants”. So obviously Steve Jobs didn’t have much faith in either but for some time now marketing trade magazines have been publishing articles on what might be described as a…

Air Deccan brings back the Nostalgia of Flying to the First Time Flier

  Capt Gopinath first launched Air Deccan with a flight from Bangalore to Hubli back in 2003. In many ways, he introduced the concept of value flying to India. Long before airlines had realised that aviation is a difficult business and that profit margins can get as thin…

Thums Up and the Evolution of Indian Masculinity

  When we lost Vinod Khanna earlier this year we lost the ultimate symbol of masculinity as we knew it, a few decades ago. The blue print of masculinity in the 50s, 60s and 70s was quite different from how we understand it today. Masculinity in those ages…

Is Amazon just competing with the next e-commerce company?

  When I read the local newspapers today about who is bigger, or who is mightier, or other companies simply disputing Amazon’s growth rates, I was wondering if public at large really think that Amazon is just competing with the next e-commerce company? First of all Amazon wasn’t…