Brands in the firing line

Cases of Kenstar, Snapdeal, Lloyd throw clues on what drives brands to up the ante on ads, promotion

The billboards are unmissable on the Western Express Highway, a road that runs right through the western suburbs of Mumbai. The name of Kenstar, a brand of home appliances owned by Videocon Industries, is clearly visible. The visuals and accompanying text convey the simple message: Kenstar is a good bet this summer. 

For a brand that has been battling intense speculation of late of being put on the block, this is a valiant attempt, say experts, at indicating that all is normal on the business front. The company, on the other hand, is dismissive of such talk.

Kenstar’s chief operating