| The people era | 07-SEP-09 |
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| Once upon a time the product was the hero; everything was focused on the product and its features. The impetus of innovation and thought leadership lay with product research and development. So the story was built around the ‘radial’ tyre or ‘clove’ oil. Soon every other company arrived at the same formulae. Differentiation then did not lie with product development alone but came to be championed by marketing. We moved into what may be called the brand era. The approach was to surround people with brand’s promise or positioning. This was followed by the idea era, where ideas came to enhance or boost brand identity. |
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| Madhukar Sabnavis: Building brands Indian-style | 07-AUG-09 |
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| Love Aaj Kal was the latest Hindi film release this weekend. It is another love story from the Bollywood stable. However, its promotion is interesting. Instead of using one standard visual across billboards, the film has used eight stills. This is surely a reflection of progress in vinyl printing technology — you no longer need quantities to get a cost benefit. |
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| Zoozoos fail to humour Cannes | 27-JUN-09 |
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| Vodafone’s Zoozoos may have conquered many hearts in India, but they have sunk without a trace on the French Riviera. |
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| RCom takes a call on the Zoozoo challenge | 18-JUN-09 |
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| Anil Ambani-controlled Reliance Communications (RCom) is borrowing a concept from the Charlie Chaplin classic The Great Dictator. Just as Chaplin dances with a globe in the film, RCom's forthcoming advertising campaign will shows five animated characters dancing with a globe. |
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| Kishore Singh: My son is dating a zoozoo | 06-JUN-09 |
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| My son’s been a worried young man these past weeks, and though he’s reluctant to share his personal life with his fuddy-duddy parents — yes, me included! — when the other day he sighed dramatically and popped down on the sofa beside me, I couldn’t help but ask if anything was wrong. “Dad,” said my son, “how do you cope with women?” Since I didn’t know if he was asking a question, or merely expressing rhetoric, I kept my own counsel. |
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| Madhukar Sabnavis: The magic of Zoozoos | 05-JUN-09 |
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| In 1984, Apple was launched with a commercial that was run only once on Super Bowl. It had Big Brother indoctrinating people in an auditorium when a woman athlete comes running in and hits the screen with a hammer. The commercial ends with the line ‘1984 will not be 1984 ever again’ (a reference to George Orwell’s famous book of the same name). |
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| The man behind the ZooZoo | 30-MAY-09 |
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| He says he makes boring copy. But Aabhas Sharma convinces Rajiv Rao to talk about his stint in advertising and, of course, the ZooZoo campaign. |
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| 'ZooZoo' wins PETA award | 22-MAY-09 |
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| Vodafone has won PETA India’s first Glitter Box awards for its popular “ZooZoo” advertisement. |
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| Planning ahead to win | 11-MAY-09 |
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| Looks like, the marketing community has had an infestation of Zoozoos. Most ad folks are going, ‘******od, why don’t we have clients who let us do this kind of work?’ Clients are loudly wondering why their agencies can’t bring them such breakthrough ideas, maybe they need added motivation in the form of a reduction in fees. |
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| Thrills, spills & opportunities | 04-MAY-09 |
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| Two theatres of high-voltage drama that currently grip the nation are politics and cricket. And both make strong cases on how opportunity lies waiting for marketers to explore. |
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Content Guide
