To increase the incidence of consumption and enlarge the market, the advertising for &eacute;clair brands is moving away from kids.

Playing the right card

Business Standard

In this column, Ernst &amp; Young offers some pointers towards an IT investment approach that will enable better strategy execution.

Stretch your IT investment rupee

Hyundai says the Eon is conceived, designed and developed for India. Here&rsquo;s why.

Designs on India

While the country debates the relevance of FDI in multi-brand retail, retailers in India are eagerly foraying into untapped avenues driven by changing consumption patterns, favourable demographics, an expanding middle class and greater government support.

Q&A: Paco Underhill, Author, Founder, Envirosell

An eager-looking Indian couple is being interviewed by three German engineers. The camera zooms in on the somber-looking engineers, who question the couple: &ldquo;Do you have a nice bathroom?&rdquo; The meticulously-dressed couple, eager to crack the interview, replies: &ldquo;Very nice&rdquo;. Pat comes the next question: &ldquo;Is it tiled?&rdquo; The husband says that the bathroom is marbled. &ldquo;&hellip;Do you keep flowers?&rdquo; &ldquo;Yes. Mondays to Thursdays lilies, Fridays jasmine. Weekends roses,&rdquo; the wife responds promptly. Finally, the engineers look convinced and hand over their washing machine to the jubilant couple. This is how Bosch home appliance division, part of Bosch and Siemens Home Appliances Group (BSH) based in Munich, Germany, has scripted its first-ever TVC for Indian market.

Bosch and Siemens Home Appliances Group: Mad about machines

Fortune, the flagship brand of the Rs 18,500-crore Adani Wilmar has launched its new television commercial (TVC), Har Maa Ke Dil Mein hoping to strike an emotional chord with its viewers.

Fortune Oil: Family circle

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The top 10 business bestsellers

Medical textile is one of the fastest growing sectors in technical textiles. It includes textile materials used in hygiene, health and personal care as well as surgical applications.

KIT: Medical Textiles Market in India

    Adolf Hitler, Mahatma Gandhi, JRD Tata, Sigmund Freud, Sir Arthur Conan Doyle, Dalai Lama and Indira Gandhi are in the list of contributors of articles to this newspaper. Name it.

The Strategist Quiz (#232)

    The name of this company in its native country means &ldquo;below the pine tree.&rdquo; It changed its ticker a few years ago on the NYSE from MC to ____? Identify the company.

Answers to last week's quiz (#231)

More and more brands are weaving a strong social message into their advertisements to stand out in the clutter.

Social theme: New branding paradigm

Life OK, Star India&rsquo;s newest channel which went on air on Sunday, has lined up a slew of initiatives in its bid to grab at least a fifth of the eyeballs in the Hindi-speaking television viewing universe in India.

STAR goes all out for its new baby

The latest entrant in the luxury car segment has defied the slowdown and grown faster than peers.

Audi snaps at Mercedes' heels

PayBack and AIMIA tie up with the Future Group and Tatas to launch multi-partner loyalty programme.

Multiple brands, single loyalty

The usual metrics for judging the success of a brand is market share. To achieve a dominant market share, conventional wisdom has it, companies must spend loads of money to execute shrewd strategies devised by marketing executives. And loyalty in these days of the chronically fickle consumer demands that marketers must offer scads of freebies and price-offs and plan programmes and so on and so forth. Miss Marcel doesn&rsquo;t fit into any of these paradigms &mdash; but still commands a loyal following.

Kanika Datta: Miss Marcel of Colootola Street

Management institutes have also sought clarification on whether GMAT scores would be used for admitting students to PGDM courses.

B-schools seek clarity on CMAT puzzle

Inducting more players into the teacher training segment will usher in a more competitive, effective and result-focused training program. This move will be in the betterment of the teachers,&nbsp;thereby translating into a positive effect for the students.

Student's corner

Wrapping a car or bus entirely with the creative is gaining traction, and is cost effective too.

Dolling up a vehicle

Be honest. Look at the mirror and answer the following question: &ldquo;If you find your most likely successor, what would you do?&rdquo; If the answer is &ldquo;kill the bastard,&rdquo; you are probably telling the truth.

Shyamal Majumdar: Leaders in a hall of mirrors

The erstwhile leader in colour television is looking to diversify in a host of areas to stay afloat.

BPL's second innings

Every year, marketing and communication giant JWT surveys the markets around the world to spot the following year&rsquo;s trends.

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