For starters they signed on Ranbir Kapoor as brand ambassador; and then hopped on to Facebook with a crowd-sourcing campaign to create the necessary buzz.
Rather than 30-second TVCs - of which they would have only managed two or three in a day, Kotak opted to sponsor all the 4s hit during an IPL match.
Creating Threadwork: Manisha Tripathi weaves brand messages intricately into content created for media
Haywards’ previous campaigns featured people flinging darts, crashing through roofs and impressing bartenders by ordering Haywards 5000.
Jonathan D Becher was at forefront of setting up the social media interface for SAP and today the SAP community network is 2.5 million strong.
Frozen and flavoured yoghurt is a young food category trying to encash on the heath and wellness platform. But can it replace the ubiquitous dahi on your dinner table?
Coca-Cola advertising in India has changed from being great to mediocre in the recent years. Will it be able to get the fizz back?
Independent marketers are not convinced about the strategy as they feel that in the urge to close in on arch-rival Pepsi, Coke runs the risk of cannibalising Thums Up.
Vedanta, that was embroiled in controversy a few years back for violating environmental norms for pecuniary gains is now trying to wipe out its anti-social image.
Cricket and Bollywood explain why a country of young men and women choose venerable, almost grizzled, personalities as their top youth icons.
Earlier this month, Shailesh J Mehta School of Management in IIT Bombay organised an international conference on management of intellectual property (IP).
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