Mad Angled to Tikka Masala

Brand: Bingo
Agency: O&M




ITC hasn't had a very smooth maiden run in this market. Its first product “Bischips” was an odd combination of a baked biscuit and a chip and it didn't go down too well with the consumers. So after eight months of making little or no impact, ITC pulled the brand off shop shelves. ITC claims it's the positioning of Bischips that failed. Stocking flavoured potato wafer packs is no longer a wafer-thin business & ITC proves that very well. After taking a beating on the bourses and witnessing a decline in cigarette volumes by 2% in the first quarter due to a price rise brought about by increased taxes, ITC seems to be on the right track again. Consumers appear to have accepted the price rise and volumes are set to go up. This is critical as the tobacco business contributes 40% of ITC’s sales and 72% of its EBITDA (earnings before interest, taxes, depreciation, and amortization).

Erstwhile market leader, Frito-Lay's share has dropped from 60% to 45% of the total pie of 2000 crore (20 billion), Bingo has started making an impact with its slow but continuous increase. Bingo flaunts of its 16% market share in less than 8 months & is confident of gearing up to 50% by the end of this year.

Now that’s being aggressive yet dauntless !!!

For nearly a decade, Frito-Lays India grew to be the undisputed champion of the branded part of the salty snack segment. Competition for majority of this period was principally from local brands or by companies whose commitment to the segment seemed suspect. Manu Anand, managing director, Frito-Lay India says, “Our successful model attracted people to this segment for quite some time. Kelloggs came in with Cheez-its and ITC with Bischips.”

While Bischips was a less than successful attempt at cracking the market, ITC’s second foray is a lot more focused, and has met with some pleasing initial results. Bingo was launched in March this year, and in a comparatively short span of time, has managed to create quite an impact — market leadership with a 53% to 54% share in Coimbatore, Chennai and Bangalore, if ITC is to be believed. With pricing at par with the national market leader, Bingo has kicked things off with a large portfolio: 16 different flavours — 10 in potato chips and six in finger snack. In reply Frito-Lays is ready to dawn with 8-10 new flavours, very soon.

Researchers have found that where ITC scores on its distribution channels, Pepsi works it out on “brand recall”. Frito-Lays "Lays" worked it out well with roping in Saif & bringing with the youth link with clear message.

ITC’s retail success has put Pepsi to redo its commercial terms with the Future Group which runs Big Bazaar. As competition picks up, consumers are going to spoil there palate for choice.

The TVCs were created by O&M, which was selected by ITC after the company called for a pitch in June last year. The only thing that I would like to comment on these ads is that they grabbed some attention for people do view non-sense (in true sense & literally)
Well the obvious answers were:

—Wilderness— I mean just have a look at those ads – never expected that from O&M. No connection at all –just look at wht it convey – Bingo. No confusion. Great combination. People said that they would not remember the product but to some extent the ad of course – only because that it was --- Horrrrrrrrrible !!!

The company's target audience is people in the age group of 20-35, the company began with Internet. It created a website www.bingeonbingo.com, which has free offers, games, downloads and even mobile games. The site has been advertised with banners on websites such as Yahoo, rediff and Sify.

Digital Marketing getting its bit of exploitation !!!

But do all its TVCs convey as per the target audience is defined – or should I ask that “Does it convey anything at all?”

Whatever the case may be – One thing is for sure -- ITC have given strategic diversification a new definition altogether. I would rather call it Morphology.

What do you say? – Do Opine !!!





(I read a lot & tried a make a decent presentation with that write up. But somehow or the other I feel I could have arranged things much better…I do feel the urge to bring in all facets & manifestations together …but then I feel like may be it would get monotonous & people might loose interest…do tell me what You feel like ….Mrutyunjay !!!)

Angle of Elevation tilted on an AXIS

Country's third largest private lender, a thirteen year old financial services brand, boasting of a customer base of 6.5 million and a new acquisition pace of 2 lakhs every month – still they say “What’s in a name”(“Whatsinaname.in”).

Incidentally AC Nielsen had recently tabulated country’s “Most Valued Brands”, where in a bouquet of brands from all sectors UTI made it to rank 41. This shows that it has found some attention. The recent re-branding has brought about a lot of discussion among my friends & many others. Especially the TVC; has caught eye-balls almost everywhere.

I remember talking to Arka this morning. In verbatim he said, “Kolkatta mein, agarr tere paas UTI ka debit card hai, toh samajh le tere paas paise hain….Har 5 minute …10 minute ke baad you will find an UTI ATM. They provide the best banking service solution”. Well obviously the best which he said was a kind of vox populi.

I traveled the western line by Mumbai local, during my summer internship everyday. I had stepped down on almost every station on the western line & always used to find an UTI ATM on the eastern or western side. Accessibility is what, I think that have capitalized on. The corporate lingua franca speaks of an ambitious plan to diversify into non banking financial sector. The bank, with a customer base of six million, is planning inorganic growth for its ventures dealing with new areas. It is also overhauling its corporate banking with the involvement of McKinsey.

“We had to change our name to have our own brand and identity. We had to give up the UTI name after using it for 13 years as we were not prepared to accept terms and conditions (including royalty) from UTI AMC to use the name,” explained PJ Nayak, chairman & CEO, Axis Bank, adding that the new name was chosen considering the bank’s pan-Indian as well as international presence. The reason for changing the name UTI to AXIS, what I found was rather an attempt to shed the “public sector connotation”.

The need arose with the fact that the board felt the existence of several shareholder-unrelated entities using the UTI brand, and the consequent brand confusion that the UTI brand generates. Brand UTI is wholly owned by UTI Asset Management Company, which is owned by shareholders who have nothing to do with UTI Bank’s shareholder, SUTI. UTI Bank was authorised to use the UTI name for five years, a covenant that expired in January. In 2002, UTI was split into two — the MF and the special purpose vehicle. A decision was taken then that, the brand name will go to the mutual fund. The shareholding in the bank is with the special purpose vehicle. Other entities will be allowed to use the name till January 2008. Today because of synergies, the brand was as much associated with the bank as it was associated with the mutual fund. Most people think about the bank, when they think of the brand. UTI Bank was always a private sector bank. The RBI has certified it with a private license & out of 11 directors on the board, seven are independent directors. There was always confusion among many of us that UTI Bank meant Unit Trust of India, which gave a perception of the bank's brand name belonged to the government. This confusion will speak no more, as expected after the re-branding.

(Will be coming up with the rebranding strategy of UTI Bank to AXIS in the next post so that the bigger picture comes out after the reasons stated here. This post took me quite a long time -- may be because Banking & Financial Sector is not in my interest but what was exiciting was to find the reasons as why after all this happened --- was there a latent need -- or was it just another marketing & communication gimmick, hope you will find the substance stated worth the effort & attempt behind it...

Mrutyunjay)

“Bhaiya …Ek Bisleri Dena”

A brand name getting generic is perhaps “the” pinnacle, it can ever achieve. When it comes to recall value, it’s a kind of home runs scored if people recall your brand’s name for that product. The commonest of examples is “Xerox”. It’s very unusual for a layman using the word photocopy. It is like getting communicated not by getting or grabbing attention rather by being so non-specific that people obviously opt for it or rather see it in other brands too. Getting copied is also adding value to your credential. You are the buzz hence you are being copied.

There have been attempts in the past to achieve this coveted wish by many brands. Some made it big, some came close. When it comes to scooter, what I can recall right at this moment is “Bajaj”. No doubt “Pulsar” being their brainchild, which also has made a mark of its won by acquiring the largest market share in 150 cc two-wheeler segment. But “Bajaj” will always carry the tag of being referred to as a scooter. I wont say that it became completely generic, at par with the word “scooter”, but to a large extent of course.

Internet search engines have eased of the work of research agencies, advertising agencies (to some extent…hope I am not wrong) & at last for students like who do some intensive search on “Google” to get content on the 4th or 6th page that can be easily copied & your assignment is done. (Not to hurt the sentiments of those who make it a point to go through the content & form their own view point as far as assignments are concerned.) But the search ought to be on “Google”. There have been other popular search engines like Yahoo, Wikipedia, Answers, Ask, Find Articles & the list continues. But the largest share of recall value goes for “Google:”



Drinking water or mineral water has a market of its own in India. The organized market has “Bisleri” on top, which has a market share of close to 63%. While the total market (organized + unorganized),it has been found that there are more than 200 brands that exist & 80% being local player.
Still “Bisleri” – matlab mineral water.

So guys put on your thinking cap & think of brands you think have made or will definitely make such a mark, will achieve the zenith of branding ever. And of course what all could be the possible reasons other than “first mover advantage”. Because as a first mover you do not always end up being “generic”.

“Pehle aankhen band karo,”

Brand: Airtel
Agency: Rediffusion | DYR.


The latest ad from this super-brand is an explicit expression of how Indians are hit, the most by emotions. No doubt that what sells here is sleaze or SRK, but Indian ads provide all food for emotion. And that is exactly what Airtel has been doing in its ads. The one prior to this where a young lad returns to his grand parents & uses his mobile phone (rather Airtel network), to bring about an interaction between his parents & grand parents, who haven’t met for long. Tears roll down the old one’s eyes. I mean, if not people of my age but still the old ones at place, at home, in a family – they can hear the chords being struck.

The recent one is of course…sheer emotions. Child returning from school – it starts raining – the child enjoys the rain – calls his father & ask him to close his eyes & makes him hear the water droplets falling outside. Bingo – you tend to get back to your school days. Remember what all dim-witted things you did while you were in school.

The prior ads to these other than the one mentioned earlier here were more in to mass appeal. The SRKs & Tendulkars’ type, which, were rather more into tapping the upstream, & A3 segment. The recent ads are more in to relations. It is more like putting relations at par with the network.

“Kuch bandhan atoot hote hain, jaise Airtel ka network.”



Juxtaposing this one with the “You & I – in this beautiful world” of Hutch seems as if both the ads are of same genre. Both tend speak of their web extent. Where as in comparison to BSNL Cellone has roped in Perky Priety as their brand ambassador, and is looking for some desperate attempt to hold on to their present position.

But the “baap” all, as far ads are concerned is the latest from the “Idea” front. The monkey picking up the cell-phone….too good an ad. A concept not virgin but cleverly worked out.

Now its your turn – take a close look at all the four ads & check which seems to convey the message to a certain extent of satisfation.

Petrosexuality @ 160 / 58k

Apache RTR 160
Agency: McCann-Erickson


Packed with 15.2 BHP and first time features, Apache RTR 160 (Racing Throttle Response), speaks pure aggression. TVS Apache RTR (Racing Throttle Response) is packed with 160cc over-square engine which oozes out 15.2bhp in order to reach the top speed of 118kph; is available at Rs.58,584 (ex-showroom, Delhi). What has put the prior success of Apache (150) on note is its mileage – “the” thing which almost every typically Indian looks whatsoever the cc might be…Phew !!



Well the ad is all about style, attitude with the a little bit of “oomph” factor, not from the lass of course, but from Apache itself. Apache has found its bit of share, rather bite of share by coming next to the pulsating sales of Pulsar DTS-I in the 150cc &150cc(+) segment. I remember the first where some street-smart dudes cast a spell on a girl who is on a so-called date with her man, while the guy seemed to be at a business meeting. The guys grab the girls’ attention by performing stunts.

Bajaj Pulsar was launched at a time when Hero Honda was at its peek, with all Splendors & Ambitions doing wonders. But the show stealer played its part. Pulsar slowly waded its way all through the way every-time. Whether it was the strategy to launch Ambition, Ambition 135, and Achiever in a close range to get a pie of the biker’s pick or whether it was launching HONDA Unicorn, an assumed substitute to CBZ (which was unfortunately not doing well). The strategy was to build on mileage but to no avail.

The recent ad speaks about practical classes….I mean practical classes on road. Just precisely exact to grab attention of wannabes. The ad made me recall some parts of “Five Point Something”. Wish such a thing took place there too. It speaks about confidence not of a playboy of course, but of a cool dude. What is it that drives these creative guys to make ads for all 150+ cc bikes almost of the same taste? (The latest Pulsar being just a bit different, just because there were no ladies shouting “it’s a male”.) What makes the Pulsar 220 ad class apart is more of the animation & the music. Rest all ads as far as I can recall were of the same genre. The CBZ Xtreme –being a more of over rated exaggeration of animated stunts. And of course the dialogue “Thinking is such a waste of time”…seems as if this reincarnated machine is gonna face the same consequence as that of its predecessor.