IIPM - Think Tank - The Last Word

[03/07/2008] Unless you’ve hooked the eyeballs of potential consumers, simply having a ‘winning’ product in your portfolio is never enough. Effective (and not necessarily expensive) advertising can package the product in the sexiest way possible, creating and fuelling demand for your offering...
David Ogilvy, the guru of advertising once said, “It has taken more than a hundred scientists two years to find out how to make the product in question; I have been given thirty days to create its per...Read More

2. Hot! Hot! Hot!

[19/06/2008] global warming isn’t fantasy. DAngerous as it is, it comes with many chances to make ‘green’ bucks too! In a line – It’s clear & present danger, with the right opportunities!
What do Arnold Schwarzenegger, Barclays Bank, ONGC and students of Oberlin College (Ohio) have in common? They are all working towards a greener tomorrow by reducing the emission of greenhouse gases i...Read More

3. ADVERTISING IS DEAD

[05/06/2008] With clutter on the rise and agency commissions on a regular decline, integrated 3600 marketing communications is the way forward as a more holistic solution
“Every movie looks good in a trailer – Seedhi Baat, No Bakwas, Clear Hai?!” That’s a hoarding you might come across in front of movie theatres. Or at a bus shelter, you might be greeted with a hoardin...Read More

4. A “Che” t-shirt

[22/05/2008] The power of a merchandising idea, brilliantly conceptualised and executed, truly knows no bounds. In fact, it can decisively tilt the advantage in your favour
When it comes to football clubs “Real Madrid” is now the richest club, beating Manchester United, who were the richest for 8 years and for the first time slipped to the second spot. Real Madrid, which...Read More

5. Don’t forget to look below

[08/05/2008] Banking on just 30-second TV slots for promoting your brand and selling your wares is passé. Marketers globally and in India are discovering that it’s time to make a real connect with the discerning consumer...
On Tuesday, April 8, Starbucks gave away free 8 oz cups of Pike Place Roast – (a new Coffee blend) at more than 7,000 US stores. The event was more than just free coffee distribution but a “coffee tas...Read More

6. go ahead! make some noise

[24/04/2008] There is simply no alternative to an effective advertising campaign. You may have the best product in the world, but if your advertising campaign falls short, it could all be in vain
A question for you – which company kickstarted the fast moving consumer goods (FMCG) industry in India? If your answer is Hindustan Lever Limited (HLL), I would not blame you. Out of every ten televis...Read More