Delhitefully Yours: A Marketer's Dream

Welcoming the trailblazers!
We had series of rounds for screening nominees in Marcom Inductions process.
There was the Brand Hotch-Potch, an Article writing competition followed with a
personal interview session. After much deliberation and with great pride we bring
you Marcom’s Trailblazers for the year 2012-2014.

Abhay Adil
Akash Dixit
Anjali Midha
Ashita Sharma
Geetika Shah
Mukul Sharma
Nitin Shivani
We wholeheartedly welcome them into the Marcom family with the hope that they
take its legacy to greater heights this year.

This edition has been ideated, designed and compiled by the junior team in the lead.
This issue celebrates the reception of our flag bearers and also the landmark one
year of serving Brand.i to you. So we decided to make it an All-MIB issue ,Ergo our
authors this time our Students of Masters of International Business ,Delhi School of
Economics ,both the senior and the junior batch. We have covered a wide variety of
marketing practices and phenomenon ranging from Delhi Metro, a marketers dream
by Ashita Sharma to flash mob marketing by Nitin Shivani to the lessons on loyalty
by Nupur Garg and even more. While Mukul Sharma explains why the idiot box is
not so idiot, Nikhil Bhatia attempts to decipher marketing in his article, Marketing
decoded. Geetika Shah has discussed marketing, PR and new brands in her article.
We also have a piece on Green marketing by Priyanka Singla while Sourav Saha talks
about the “here for good” campaign of Standard Chartered.

The cover story, Delhitefully Yours comes from Akash Dikshit and Anjali Midha
of MIB, DSE and presents to you our vibrant Delhi in its full galore.
We recently had our freshers’ party and everyone is eagerly looking forward to the
Alumni dinner and the Convention. September has always been the fun filled month
for MIB. It’s indeed the perfect timing to sit back and enjoy some Brand.i; though it’s
only one year old but I can assure you that it gives even the Hors d'age a good run for
its money.
I hope you get as high (in marketing) while having Brand.i as we did while serving it.
Do write to us about any suggestions or admirations at marcom@mibdu.org

Cheers!
Arjun K. Chadha
Editorial Team
Brand.i
Marketing Magazine of MIB, Delhi School of Economics

Contents

Ÿ Delhi Metro – a marketer’s dream 1-2
Ÿ In a flash 3-5
Ÿ
Ÿ
Ÿ Lessons on Loyalty 6-8

Ÿ Green Marketing 9-10
Ÿ PR-the new saga in Marketing 11-12

Ÿ Brand Delhi: Delightfully yours 13-15
Ÿ OOH laa laa 16-19

Ÿ The bank that is “here for good”20-21
Ÿ The not so idiot box 22-25

Ÿ Marketing Reloaded 26-27
Ÿ Steve JOBS and
his marketing Legacy 28-29

Ÿ Brand.i Trivia 30-32
Ÿ Tete-a-tete with
Ms. Henna Misri Chowdhry 33-35

MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012

DELHI METRO – A MARKETER’S
DREAM
By Ashita Sharma (MIB, 2012-14)

Delhi Metro has undoubtedly coaches and escalators are
changed the way this city used as advertising space.
moves. But it has changed Metro’s ancillary services like
something else too… The the feeder bus and vans are
Delhi Metro has changed the another platform. Media
benchmark for urban professionals and marketers
infrastructure in India. DMRC have discovered the perfect
today operates on a network place to grab eyeballs and
of 190km with 139 stations. communicate to the
More than 18 lakh people consumers.
avail its facilities everyday
across Delhi, Noida and
Gurgaon.
A space bound crowd of these
18 lakh consumers, who have
the time to listen, is a dream
come true for any marketer.
From universities to movies
and from toothpaste to
diamonds, one will find
posters of a plethora of goods
and services in the Delhi
metro. This is not just limited
The best part is that the target
to the platforms and pillars.
audience is clearly defined in
Advertisements follow us
numbers and profiles. The
inside the metro coaches as
main consumers of urban
well. Turn over your metro
India – the youth and the
smartcard; it is likely to have
middle class, both are the fans
an advertisement printed.
of the Delhi Metro. Also, the
Even the handle grabs in
women’s coach gives the
1


chance for exclusively and security cannot be
marketing women centric compromised with. The Metro
products. officials stated that they are
A brilliant example of metro not against new ideas as long
marketing is HT Mini by as Metro’s reputation is not
Hindustan Times. A half jeopardized. Flipkart, Dove
tabloid sized newspaper; it is and Pepsi ventured into
especially designed for people innovative advertisements but
on the move. not on a large scale.
Beyond the restrictions and
risk involved, the world seems
to be the limit for new-age
marketing in the Metro.
Innovative product displays
that make people curious
enough to stop and check out
the product can be one such
idea. 3D and even 4D
installations that stir people’s
But the marketing in metro is imaginations and create an
presently limited to posters experience of the brand is
and standouts. The another practical approach.
tremendous creative
opportunity has not yet been Ambient lighting, large digital
fully utilized. So what is the panels and walls, flash mobs,
reason that the innovations props and kiosks… the list is
are limited? It can partially be as long as your imagination.
attributed to the expenses So I believe that it’s just a
involved. But marketers say it matter of time till marketers
is also because of the policies start to play and experiment
of the DMRC. Delhi Metro is, and change the game.
and should be, first and
foremost concerned about its
patrons. The structure of
safety, utility, convenience

2


In A Flash!!

By Nitin Shivani (MIB, 2012-14)

Imagine you are on your way haphazardness of “flash
to work when suddenly 200 mobs”. Nonetheless, flash
singing, dancing people mobs are not just clever
serenade you. When the song stunts. Ever since its inception
ends, they disperse as quickly in New York in 2003, the
as they appeared! You’ll of trend has become a worldwide
course be left dumbfounded phenomenon, transforming
or confused. All over the from a random way to bring
world people have been left people together into a cunning
inspired, stunned and amused marketing tool.
by the wonderful

3


According to the most watched flash mob
urbandictionary.com a flash video ever, with over 30
mob or a cultural jam as some million views on YouTube. In
like to call it, is: another instance, Sky
“A group of people who implemented a creative flash
appear from out of mob for the launch of Sky
nowhere, to perform High Definition in Latin
predetermined actions, America involving
designed to amuse and supermodel Gisele Bündchen
confuse surrounding sitting in São Paolo departure
people.” The group performs lounge holding a TV remote
these actions for a short control. With one click of the
amount of time before quickly remote, actors swarmed
dispersing. It began as more through the lounge dressed as
of a social experiment or form American football players,
of performance art than a another click and the lounge
vehicle for marketing, but it filled with soldiers. The
was quickly hijacked by large campaign was very successful
corporations when they throughout Latin America and
recognized its popularity. was named one of “Best in
Marketing honchos abroad Latin American Marketing”.
have used the concept of flash The trend has even started to
mobs quite wisely to their catch up back home in India.
advantage. For instance, in It all started on 29th of Nov.
2009, T-Mobile produced a 2011, when a huge crowd of
series of three flash mob ads 200 people suddenly broke
that is now among the most into a jig with the popular
successful viral campaigns in track “Rang De Basanti”
recent history. The first ad playing in the backdrop. The
shows dancers break into a mob, organized by Shonan
routine in a busy London Kothari, formerly a researcher
station. Voted “TV for Harvard Business School,
Commercial of the Year” at was an attempt to display the
the 2010 British Television undying spirit of the city, as it
Advertising Awards, it is now was held 3 days after the

4


anniversary of the 26/11 lasting image in their minds.
attack on Mumbai. Soon after It's also a fabulous way of
the gig, its videos went viral community building.
on Youtube and had close to Since Nov 2011, there has
several lakhs of viewers within been a string of flash mobs
hours of being uploaded. organized by brands, TV
Apart from this, a flash mob channels, NGOs across
was used for the promotion of leading malls in Delhi,
the movie Don 2; wherein a Mumbai and Bangalore to
couple of guys started a fight promote shows, create
in the middle of the Ambience awareness and generate buzz.
Mall in Gurgaon and later And precisely that is the cause
went on to ask people the of worry. The concept, no
whereabouts of the Don. It all matter how effective, is bound
concluded with a large no of to lose its sheen if overdone.
people dancing to one of the Moreover, in some cases,
songs from the movie. brands end up advertising
So what is it about these flash before the show, either
mobs that make them such an through social media or
alluring option to the through word-of-mouth,
marketers these days? The which dilutes their
answer lies in the visual spontaneity.
appeal it offers to the Too much, too soon? Maybe,
onlookers. The clutter- that's why brand experts
breaking entry and the sound a word of caution
spontaneity of the whole act against using flash mob
make it interesting. There is frequently. I think flash mobs
always an element of surprise can be far more productive if
associated with the flash used less. Otherwise, they
mobs; the sheer deviation tend to become very
from normalcy sets it apart. predictable and lose out on
Anything that happens all of a their USP.
sudden and catches the As they say: “it’s not wise to
consumer or the public in kill a hen that lays golden eggs
general unaware, leaves a long

5

MIB, Delhi University | BRAND.i, Vol. II, Issue 2, Sept 2012

Lessons on Loyalty! comparable prices? How to
- By Nupur Garg ensure repeat business from
(MIB, 2012-14) the customer?

In a market fraught with
competition, where
technology is all-pervasive, it
is very difficult for producers
to differentiate their Loyalty programs are an
products from other answer to this dilemma faced
products available in the by organizations. The
market. Consumers today concept of loyalty program is
are better informed than not new and dates back to
before and have plenty of ages ago when the farmer
choices and this has made used to throw in some extra
them fickle-minded. grain to purchases made by
Therefore, loyalty to a brand regular customers. I
is limited. Organizations are remember my mother
faced with a dilemma: how to making me go to a particular
differentiate between their kirana store for monthly
product and the next firm’s groceries because of the
products, which offers better “discount” that the
similar products at shopkeeper offered.
6


The first loyalty program was individual customer
introduced in Germany in behavior. Appropriate
the 1950s, when S&H Green programs to reward loyalty
Stamps rewarded grocery can be devised and shopping
store and gas station behavior of the customers
customers with stamps can be influenced. A good
redeemable for appliances loyalty program tailored to
and other merchandise. The the customer’s needs, can
modern day loyalty program engage customers thus
was launched in 1981 by creating advantage for the
American Airlines: the retailer. This kind of
frequent-flier mile program, advantage can be pretty
and was quickly duplicated useful in a competitive
by other airlines and other market. Loyalty programs
hospitality industries are used to connect with the
including hotels, car rental customers on three levels:
companies, and credit card first when the customer
organizations. With progress enrolls in the program, a
in technology, it is now generic reward is given.
possible for organizations to Second, the retailer contacts
offer better loyalty programs the customer directly,
that actually care for offering a program tailored
customers rather than just to the customer’s needs. At
serve the needs of the the third level, a two-way
manufacturer. The need for communication is
loyalty programs arose after established between the
a rise in self-service retail, buyer and the seller. Rather
which led to disconnect than the customer
between the retailer and the approaching the retailer with
customer. Loyalty programs their needs, the retailer
were a way to engage the himself predicts the
customers once again. customer’s needs and offers
Loyalty programs have put a a product suited to it. Loyalty
huge amount of customer programs can be used to
data at the disposal of create a favorable image of
manufacturers and retailers. the seller in many ways than
They can take advantage of just one. It can be used like it
this data and study was by a retail store in 2007,
7


which used its loyalty In recent times, when the
program data to contact customers have access to all
customers whose pets had kind of products and
fallen ill and died after information, using loyalty
consuming contaminated programs to stand out of
food bought from the store. competition makes complete
Retailers can take advantage sense.
of location-based Instead of just sitting
information to communicate through the negative
with customers. publicity, the store sought to
correct mistakes using
loyalty program data. With
recent advent in mobile
technology

8


Going Green: The new marketing funda
-By Priyanka Singhla- (MIB, 2012-14)

People around the world are product as being
becoming aware of the environmentally friendly. In
environmental stress that our general green products are
activities are placing on the made from recycled content
planet. Newspapers, and/or designed for reuse,
magazines, television, and recycling, or remanufacturing.
other media feature wide They are usually non-toxic,
coverage of environmental energy efficient, and durable.
problems, whether they are Green or Environmental
local (e.g., depleted fisheries Marketing consists of all
and air pollution) or global activities designed to
(e.g., ozone depletion and generate and facilitate any
climate change). exchanges intended to satisfy
human needs or wants, such
that the satisfaction of these
needs and wants occurs, with
minimal detrimental impact
on the natural environment.
Green products balance
environmental compatibility
with performance,
Many consumers now display affordability, and
concern about environmental convenience. Thus green
deterioration. They have marketing should look at
started asking how much minimizing environmental
impact a product will have on harm, not necessarily
the environment during its eliminating it. Recyclable or
lifespan or during its disposal. renewable goods are the only
This is the major impetus for sustainable option. Green
green products and green marketing is hence important
marketing. Green Marketing for the firms to utilize the
is an attempt to characterize a limited resources to satisfy the
9


consumer needs as well as preferable products when all
achieve the organization’s else is equal. Ultimately green
objectives.Stricter regulations marketing requires that
across the world, growing consumers ‘Think Green,
consumer preference for eco- Think clean, Think Eco-
friendly products, cost friendly’ i.e. they want a
reduction and competitive cleaner environment and are
pressure are a few reasons willing to "pay" for it, possibly
why firms are adopting Green through higher priced goods,
Marketing. There are two modified individual lifestyles,
types of firms; one who claims or even governmental
that their products are green intervention. Until this occurs
i.e. the product itself is eco it will be difficult for firms
friendly, and others that alone to lead the green
promote themselves as marketing revolution…
environmentally friendly.
Coca Cola, Xerox, General
Electrics are examples of
green marketing at its best.

Green Marketing provides an
opportunity to the companies
to increase their market-share
by introducing eco-friendly
products. Consumers have
become more sophisticated
and demand clear information
about how choosing one
product over another will
benefit the environment.
Empowered consumers
choose environmentally

10


PR- the new saga
in marketing!!
- Geetika Shah
(MIB, 2012-14)

build a brand in the first
place.
PR is inherently a tool for
building a great reputation “A
strong corporate reputation is
increasingly a PR
responsibility. Image can be
PR What is it??? How is it
generated through an
related to brand value of any
advertising campaign or a
firm or person..? I would like
corporate document or the
to show the emerging yet
look of an organization’s
doubtful and confused term
premises. Reputation is built
called PR. In today’s era from
through developing
brand to even a celebrity
relationships and what an
everybody is having a PR to
organization does. It is largely
save their images or rather
what others say about you.”
create their image.
One implication is that PR
Today’s consumer is not
grows the reputation to
stupid, even a layman knows
protect the brand. Just to
the terms marketing,
clarify: Reputation—which
branding etc. So they kind of
can loosely be defined as
try to avoid get trapped from
trustworthiness—is not brand.
all these. I would like to place
Brand is image, while
a broader picture “PR”. The
reputation is reality. What this
role of PR is never really to
means is that everybody
11


knows that brand is fake, or building activities that
has elements of fakery, while advertisers create. They like a
reputation is closer to reality. good advertisement or
Therefore, brand is best television commercial, and
conveyed by a consistent they enjoy finding out about a
marketing/advertising “core product or service that is new
message,” while reputation is and interesting. What they
best conveyed by don’t like is to be tricked,
transparency. fooled, or enticed to buy
something from a company
that is unethical or that
doesn’t deliver on its
promises. Steering consumers
away from those particular
dislikes is the job of a good PR
specialist. Even the good
B-schools are having their
campus placements with one
Therefore PR is actually the of the profile of PR. Till then
antithesis of branding, which the purpose of this article was
is to tell a very partial, even to see the new color being
propagandistic, truth. Really, added to the rainbow of
branding is pure selling, marketing. So is it “The Fall of
aimed at owning a single idea Advertising and the Rise of
in the audience’s mind. No PR”.Is this really on cards?
matter how they are written Well there is a long way to
up in The Wall Street Journal go!!
or Fortune, the brands of
Nike, Disney, Starbucks, and
Coca-Cola have little to do
with the real world inside
their organizations, and much
to do with the image they
represent to the public. I think
that people enjoy the brand-
12


COVER-STORY
BRAND.DELHI:
DELHITEFULLY
YOURS

By Akash Dikshit &
Anjali Midha
-MIB (2012-14)

13


Rains bring back the mushiest character as does the white
time of the year. People fall in pillared roads of the historic
love, people fall out of love. To Connaught Place. Delhi now
some it is a melody, for stands for “ambition”; it has
others, melancholy. But we become a global hub for
fail to notice and admire the business, media, education,
beauty of our very own fashion, technology and
beloved city- Delhi in the manufacturing as well.
monsoons. From the capital of
the British Raj to being the
national capital, Delhi seems
to imbibe the qualities of
wine. The older it is, the
better. It is the land of
opportunities, a land of hope
in a country of more than a
100 million. The capital’s
growth in terms of quality of
living, education centers, job
possibilities and the grandeur
and charm which the city has
With Delhi getting world class
to offer has attracted people
infrastructure like the Metro
from all over the country to it.
facility and T3 terminal, it has
People come to Delhi not
managed to attract people
because they merely want to
from all over the world to
see the mix of past and future,
exploit its growing potential.
but they come to make a name
The successful organization of
for themselves. . It is a
the Commonwealth games
kaleidoscope of ever changing
gave Delhi a massive booster
fads and fashion. From the
shot on the global platform.
bazaars of Sarojini Nagar to
Delhi has developed an image
the larger than life malls of
of a city which is a self-
Vasant kunj, Delhi has it all.
contained entity and is ready
The hustle bustle of Chandni
to welcome anyone who
chowk gives it as much
comes with an ambition. But
14


how much has an average Lucky Lucky Oye, Vicky
‘Delhite’ changed? The answer Donor and Delhi 6 have gone
varies from “not much “to “too a step ahead. They used Delhi,
much”. People of different not as a location but as one of
ethnicities and tastes co-exist the characters.
in this beautiful city. And so They managed to capture the
does the local chai-wallahs Delhi people in their full
and the hip coffee shops, the form- loud, cheerful and full
chola bhatura vendor and the of life. We carry our heart on
Italian bistro, the subzi our sleeves and are not
wallahs and the retail stores. apologetic about it. We still
This leaves consumer with a prefer going to a real market
plethora of options. But his for shopping then to buy stuff
choices are more polished. virtually on a website. Food
And he makes them wisely. industry was and will always
Though a ‘Kwality walls’ ice be in our top most priority.
cream with your friends at the Our parties, weddings,
picturesque India Gate still festivals, all revolve around
cannot be replaced by any the food. And it brings no
frozen yoghurt or gelato. surprise if the biggest of
When it comes to our international food chains
charming Delhi- even the want to target the taste buds
geographical boundaries seem of the people here. No wonder
to diminish. And Bollywood is it is a dream city for millions.
no exception. More and more It caters to their needs and
film directors exploit the wants. It gives them a hope
cosmopolitan nature of Delhi. for a better life. Our affair
They capitalize the essence of with Delhi is though a couple
this magnum city by shooting of decades old, but this is one
at eye catching locations like relation, from which we never
forts, old Delhi and metros. In want to move on!!
fact Metro has become the
face of Delhi in recent times.
Recent films like Khosla ka
ghosla, Dev D, Aisha, Oye

15


consumer from the point he or
OOH Laa Laa! she steps out of home to the
point they come back. This
By Arjun Kant Chadha format is in contrast with the
-MIB (2011-13) regular broadcast, print, and
Internet advertising. It targets
you when you are "on the go"

A couple of months back I in public places, in transit
(Bus shelters, Airports,
had little clue as to what the metros, fly over’s) waiting
term OOH means .Silk (Dirty (ticket counters, chemists,

Picture’s Vidya balan) had her hospital receptions), and/or in
own explanation but it specific commercial locations
couldn’t provide me with the (such as in a retail venue).
right perspective either. I’m You can avoid the morning
talking about OOH-Out of newspaper; turn off the
Home advertising .OOH or television commercial or
Outdoor advertising is simply not buy a magazine but
basically any form of you cannot evade outdoor
advertising that reaches a advertising that you’re

16


prime-time
network fare. That
essentially puts
millions of rupees
down the drain that
advertisers allocate
to marketing
.Outdoor comes as
a relief to such
advertisers as it’s a
media which is
always on and is
nearly impossible
to miss.
Brand Delhi has
also witnessed its
exposed to each day. With the fair share of OOH
advent of newer and advanced lately .Right the humongous
technology with devices like Sachin Tendulkar ‘Cricket ki
Satellite Radio, MP3 Players khushi’ Coke campaign poster
its easier for us to eliminate at the Dhaula Kuan metro
advertisement and watch only station to the Yo Yo Honey
what we want. How many of Singh concert billboard while
us have actually had the you drive through the Naraina
patience to watch an entire fly over or the Chanel render
advertisement before a video you see at the Pacific mall, all
starts to buffer on YouTube come under outdoor
,more often than not we skip advertising .
the ad even before we get to OOH industry is
know what it is for. According predominantly unorganized
to a recent study by Nielsen and this characteristic is
Media Research, more than responsible for a high degree
half of digital video recorder of price discrimination. So if
users fast forwarded through your roof is situated in
commercials while watching favorable location i.e. near a

17


metro station, a mall, or a ground-breaking media
high traffic red light then that formats like halogen
makes you an owner of a projection, flash mobs,
media space and like many dynamic digital displays etc.
Such innovative
formats prove to
be effective both
on cost and
coverage
parameters.

They charge the
clients premium
rates but more
than compensate
with quality &
technique.
Traditional print
advertisers are
taking up this
other Delhi residents you may high impact
as well rent it out to earn an medium which insures a
extra buck. Right from the better recall value and greater
grocery seller to the laundry value for their money. Big
shop, small entrepreneurs are names of the likes of Times
getting aware about the OOH & JCDecaux ensure that
significance of marketing and their clients sing Ooh laa laa,
are exploiting this format. all the way to their bank
In contrast to the unorganized accounts.
sector, it is the newly sprouted
organized sector which is
changing the equations of this German domestic appliance
industry. It is no longer manufacturer Miele to release
restricted to billboards. They monster vacuums across the
are the ones responsible for UK with latest ad campaign

18


A few intersting
OOH’s
‘The Monster
Suction’ campaign
Dominic Worsley,
marketing director
for Miele,
commented;
“We hope this
imaginative and eye-
catching campaign
will put Miele
vacuum cleaners at
the forefront of the
consumer’s mind,
helping to drive them
into store.”

This marketing
campaign took
place in Geneva, for
an accessory store.
Saatchi & Saatchi
replaced chains with
giant jewellery in
several locations.

19


Chartered bank that
The Bank that is highlights its core values.
“here for good”
-Sourav Saha,MIB-(2012-14)

The first image that comes to
mind when one thinks of a
banking or a financial
institution is hardcore
business outlook. All activities

The campaign highlights
Standard Chartered’s
commitment to stick to their
clients through both the good
and the bad times. It has the
dedication to always follow
the ethical route even when
carried on with the motivation that doesn’t seem to be the
of profit. No one really best of business decision in
associates the image of a the traditional sense.
financial institution to the The campaign captures in
softer aspects of life; like three words all the things that
caring for its customers, the bank stands for and is
stakeholders or the committed to.
environment. It is hard to “Here for Good”
associate them with acts that “Here for Good” is both a
can change the history of the promise to the customer and a
world or the life of an tagline that encourages one to
individual in some corner of believe in the brand.
the same world. First launched in 2010, this
This exactly has been the campaign was developed in
theme of the “Here for Good” partnership with the global
campaign of the Standard creative partner TBWA and it
was the first global
20


positioning campaign by To be here for people. Here
Standard Chartered in 40 for progress. Here for the long
years. run. Here for good.”
The campaign is not overtly The main ideas of the
projecting the CSR activities campaign came from the
of the bank, but in an footprints that Standard
underlying tone identifies the Chartered had in the countries
regular activities of the bank of Asia, Africa and the Middle
and aligns it with its CSR East. It also showcased the
activities. It tacitly makes a many hurdles that they have
statement that the CSR crossed while they supported
activities need not be one each and every developmental
aspect of an organization but challenges of mankind.
can be a part of the core
activities. The script of the
campaign raises many
questions and seems to
answer them at the same time.
To quote from the campaign:
“Can a bank really stand for
something?
Can it balance its ambition
with its conscience?
To do what it must. Not what
it can. Can it look not only at The campaign is considered
the profit it makes but how it one of the best things that
makes that profit? happened to Standard
And stand beside people, not Chartered after their previous
above them. Simply by doing failed campaign. The
good, can a bank in fact be campaign brings to life the
great? essence of “Here for Good”.
In the many places we call
home, our purpose remains
the same.

21


The “Not so” Idiot Box Lintas revitalizes and
By Mukul Sharma (MIB, 2012-14) reinvigorates the concept
again. The latest series of
TVCs are crafted in heaven
(No pun intended) complete
with the clouds, violins, fairies
and an immaculately turned
out Abhishek Bachchan in
white.

There are Ads, and then there
are those that have
personified the concept of
how branding can be made to
work for the product most
efficiently and effectively.
From creativity to brand
recall, from concept to
execution, these
advertisements have gotten
our attention; thanks to the The tweak to the creative
commitment of the teams that theme – of being in heaven –
created them. Here is my is to complement various
review of the top three Ads. ‟heavenly” apps that the Idea
3G smartphone comes pre-
When in doubt, play dead! loaded with. There’s a lie-
Advertiser: Idea Cellular detector, face-scanner,
Baseline: Deadly Idea Sirjee. mosquito-repellent, Idea TV,
3G Agency: Lowe Lintas Karaoke, and a host of other
In all honesty, the “What an „heavenly‟ apps that one can
idea Sirjee” campaign was supposedly tune into. Not
starting to bore. But this fresh being an Idea subscriber, one
spurt of creativity from Lowe wouldn’t know how good or

22


bad the apps are, but the ads Befriending them diamonds
certainly fan the curiosity Advertiser: Tanishq
element. And then there is the Baseline: Now diamonds are a
execution. So there’s man’s best friend too
Bachchan Jr. helping Agency: Lowe Lintas
departed souls identify Being a woman isn’t easy.
newcomers into heaven (with There are just too many
a face scan no less); catching stereotypes one has to deal
plumbers who claim they died with – especially in the ad
doing heroic deeds (with a lie- world. That being said, for all
detector app); enabling the its stereotyping of women (of
“dead” to not be bothered by their penchant for jewellery
mosquitoes and so on… very and their dependence on their
dark, but equally comic! Last men to provide for them) this
year, Idea Cellular ran a ad still wows for the simply
campaign titled “No Idea. Get fantastic story it tells for the
an Idea.” This one builds on it brand in question. Let’s face
with the help of innovative it. Buying diamonds has
product tinkering from the traditionally been perceived as
cellular company’s marketing a high-income purchase. But
team. The fact is that
whether you hate the
ad or love it, there’s
no chance (in
heaven, if you may)
that you won’t recall
the Idea brand when
you see Abhishek
Bachchan mouthing,
“No Idea, get...” And
that’s where this
rocks!

23


the ad hopes to demolish that And it did a great job in doing
as a myth. The ad opens in a that.
luxurious Tanishq showroom
with two men (obviously the Getting rid of an alter-ego
husbands) worrying about Advertiser: Max New York
how their bank accounts are Life Baseline: Aapke Sachche
going to receive a major Advisors Agency: Ogilvy India
setback once their respective Move over security for family,
wives (who are busy checking dreams of children, old age
out the latest designs on sanctuary and all the other
display) finish with their usual clichés that usually
shopping. The husbands dominate insurance
discuss cancelling vacations, advertising. Finally, an
selling their mobiles or even insurance company has dared
taking extra tuition to pay off to take the bull by the horns.
for the money lost. But when The bulls in question are
the final bills are presented to unscrupulous insurance
the worried hubbies, they are agents who mislead
genuinely taken aback at the prospective clients to rake in
low price tags. The message is higher commissions for them.
clear: “Now Diamonds are a In an industry infamous for
man’s best friend too”. rampant misrepresented
The communication informs selling, the ad is not only a
how Tanishq caters not only tacit admission of guilt but
to the well-heeled but also the also attempts to position Max
aspirational middle class New York Life Insurance
looking for affordable branded (MNYL) “ethically” above the
jewellery. The message was entire racket. The ad begins
crucial to kill popular with one adviser attempting to
perception that walking into sell a policy to a trusting yet
an upmarket branded obviously less-informed
jewellery showroom such as client. And then enters a
Tanishq would burn a hole in third-character in the fray –
their pockets. sort of a devilish alter-ego of
the insurance agent – who

24


tries to coax the agent into Clearly, that’s where the
misleading the investor to downside is. However, despite
rake in a higher commission all its attempts, the ad may
for himself and better expose even MNYL agents to
business for the insurance the same scrutiny applicable
company. to agents of other insurance
companies. Be that as it may,
the ad may still work to the
advantage of MNYL – if
consumers are able to recall
the brand through the ad, an
issue that the ad fails in
currently.

25


Marketing
Reloaded…….
By Nikhil (MIB, 2012-14)

How to squeeze money out of I guess all of us who have seen
the customer’s pocket and part-1 have surely seen but I
they being not aware of the am more interested in why
real reason? I guess all of us will you go? Is it because of
have a fair idea of Marketing movie alone???
and must have heard this term Not really!!! It is most
many times in your life. I am probably because of the
not going to explain the curiosity we felt when at the
status-quo so just chill .I will end of Part-I we read “to be
start marketing by giving continued” and this was done
examples. Let me ask one intentionally by the director
question how many of you and in Marketing it is called
watched Gangs of Wasseypur Teaser marketing.
II
26


It is now a days, very much used tool for marketing
prevalent and that’s why you research companies. Ever
see the trailer of Movies, 1 wondered why it asks for so
year prior to their release. many personal questions
Why this Kolaveri di, is one which are not related neither
more example. to you nor to your friends.
Now let’s come to second Let me tell you there are
example: Which website you companies in London and
open the most on internet? I United States worth millions
guess Google, then any idea of US $ whose job is to make
about which you like a
kind of product so
business they that your
are in? Let me friend could
tell you it is the read it on your
largest wall and do
Marketing the same and
Company in thus the chain
the world. Yes, goes on and
it is true and on. As it is
you can check rightly said,
it by searching anything on it nothing is more powerful in
and just look at the right hand Marketing of a product then
side of the page and Google mouth-word. Now let’s come
earns money on that and if to last one but not the least. I
you click on that side more guess every one of us have
money and in case you buy visited a retail store like Big
then Big thanks from Google. Bazaar etc. Next time you go
Do anyone knows how just observe to which side you
world’s most famous social look the most. Answer is right
networking site Facebook and going further you will find
generate its revenue or in all the costlier products are on
other words why it is valued at that side and in Marketing
whooping US $100 billion? It this is called “Theory of
is the most famous and widely Trolleylogy”.

27


Steve JOBS and his his legacies which business
people all around the world
marketing Legacy continue to follow and posing
-By Nitesh Kasana
a serious completion to Apple
MIB,(2012-14)
Inc. itself. Steve Jobs was a
genius when it came to
Last year Steve jobs death marketing a product. If
shook the business world but you want to improve your
for people it was the end of income, having a good
“i”. This “i” was the product is not enough. You
connectio need to give
n between people
Steve something
jobs’ and they want. In
the entire fact, a
consumer powerful
s of Apple marketer
products. doesn’t even
For them just give
Apple people what
meant they already
Steve jobs want; they
and vice TELL them
versa. that they
Steve want the
Jobs did product even
what though they
others are not
couldn’t aware of it
do while themselves!
fighting A good
his life example would be the-
against the cancer. Till today iPhone. In the past, many
people are inspired by him in people would never imagine
terms of innovation, strategy, themselves wanting an
marketing etc. He left behind
28


iPhone. After the marketing screen. Any complications will
process, people today can’t impede the user’s experience.
live a few HOURS without an Steve Jobs believed in
iPhone. The power of “Work WITH your
anticipation was his one competitors instead of
of the good strategy. Since against them” as it doesn’t
the first release of iPhones matter who ‘copied who’ but
and iPads, people can’t wait to the most important principle
get the next version, the next to remember is that only a
release and they are stupid marketer would
constantly waiting for the next compete with his greatest
one to appear. The rapport competitor for the same piece
you develop with your of the pie. That’s why by
customers has to be so strong dominating phones and
that people can’t wait to get tablets, Steve Jobs made the
their hands on your products, ‘computing’ world bigger by
waiting at the computer expanding the value of
screen for an email computers to the point where
announcing the release date. we can’t live without
Steve Jobs understood that computers, tablets and our
there will always be more phones.
‘stupid’ people in the world
than ’smart’ people so the
iPhone is made to be so
simple until you can push one
button, one on/off switch and
everything else slide on the

29


Trivia..

 Delhi, officially the National Capital Territory of Delhi (NCT) is the second

largest metropolis of India after Mumbai. With the population of 16.7

million in 2011, the city is the 2nd most populous metropolis in India and

8th most populous metropolis in the world.

 Delhi has not always been the capital of India. Under the British, Kolkata

had the honor for a long time till Delhi was reinstated in 1912.

 The city of Delhi was destroyed and rebuilt seven times and ruled by

successive empires and dynasties.

1


 The walled city of Delhi originally had fourteen gates. Five are still

standing. Here's the provenance behind their names. Ajmeri Gate: Facing

Ajmer in Rajasthan; Lahori Gate: Facing Lahore in Pakistan. Kashmiri Gate:

Pointing North to Kashmir. Delhi Gate: Road to earlier cities of Delhi

Turkman Gate: Named after pious saint Hazrat Shah Turkam.

 Delhi is one of the 'greenest' cities in the world with a green cover of

almost 20%. Compared to the Himalayas, which are 50 million years old,

Delhi Ridge still stands with a whopping age of 1500 million years!

 Delhi won the United States Department of Energy’s first ‘Clean Cities

International Partner of the Year’ award for ‘‘bold efforts to curb air

pollution and support alternative fuel initiatives’’ in 2003.

 Delhi’s public transport the DTC or Delhi Transport Corporation runs the

world’s largest fleet of environment-friendly CNG buses.

 The Delhi Metro is a rapid transit system

serving Delhi, Gurgaon, Noida and Ghaziabad in the National Capital

Region of India. The network consists of six lines with a total length of

189.63 kilometers with 142 stations of which 35 are underground.

2


 The one-of-its-kind Sulabh International Toilet Museum houses a rare

collection of facts, pictures and objects detailing the historic evolution

of toilets from 2500 BC to date! Ever heard something like that?

 Due to rapid development of the Delhi-NCR area and its emergence as a

Cyber City, Delhi is ranked as the 7th most expensive office hotspot in the

world.

3

Rendezvous with Ms. Henna Chowdhry, AVP
Fashion and Lifestyle (Times OOH)

About Henna

Henna has more than a decade of experience in Advertising, Marketing,
Business Development, Relationship Management as well as Team
Management with various organizations. She’s got natural flair for
marketing and communication and is adept at & strengthening
relationships with various corporate clients and managing business
development activities. Having studied MBA in foreign trade and
international marketing she is very proficient at planning and
execution , new business development, competitor analysis ,marketing
operations to say a few. Currently designated as AVP –Fashion and
Lifestyles at Times OOH; she started her journey from TAM Media
Search followed by various reputed firms like JWT, Oglivy and Mather,
OAP, TDI Media Services, Bates 141 and Percept Out of Home.

Marcom: Where did you begin your career from?
Henna: TAM Media Research (IMRB)

Marcom: As a marketing professional, what’s your biggest
strength & Weakness?
Henna: My strength essentially has to be the confidence that I
give to my business associates. The message is loud and clear
that nothing will go wrong and if it does, it will be taken care of.

My weakness is my inability to detach myself and get emotional
about “my brands and my clients”.

Marcom: If not a marketing, than what would you be doing?
Henna: I would probably be a lawyer.

Marcom: Your favourite ad- campaign?
Henna: Out of the recent ones it would certainly be the Airtel
“Har ek friend zaroori hota hai” campaign. The other all-time
favourite is that of the brand Amul, unbeatable humour and
relevance.

Marcom: Your favourite tag-line/slogan
Henna: “Har Ghar kuch kehta hai” Asian Paints by Piyush
Pandey.

Marcom: Given the enormous number of advertisements and
brands that a consumer is exposed to, what does it take for a
brand to stand out?
Henna: No matter how entertaining, engaging or feel good an
ad campaign is, a brand will only stand out on the basis of its
quality and commitment to the consumer.

Marcom: Is it inevitable to be in selling before being a
successful marketer? How has your experience been?
Henna: It is not inevitable but it certainly helps to get your
hands soiled before donning that business suit and talking
fancy.

Marcom: Personally, how brand conscious are you?
Henna: Just as brand conscious as any small town Indian
from a middle class background having done reasonably well
for herself should be.

Marcom: Which is your most treasured purchase?
Henna: I don’t treasure purchases. Within a week of buying
the fanciest brands they cease to give you any joy.
I work with luxury and I believe that the moment you afford it,
it’s no longer luxury.

Marcom: Given a million bucks, how would you like to spend
it?
Henna: I would invest it in real estate along with some minor
frivolous buys.

Marcom: What helps you unwind at the end of a hectic day?
Henna: Some quality time with my two children and my
husband.

Marcom: What do you like the most about your job?
Henna: The dynamism and ever changing trends that keeps
me on my toes.

Marcom: What quality do you think is indispensable for future
marketing managers?
Henna: The ability to strategize, innovate and be solution
providers.

Marcom: The book you’d recommend to every marketing
aspirant?
Henna: “Why She Buys by Bridget Brennan- is a must read
book for every marketer.”

About Us

Marcom, the marketing cell of MIB (Master of
International Business), Faculty of Commerce & Business,
Delhi School of Economics is a student initiative that aims
at nurturing individuals with distinctive imagination and
originality, making them indispensable for any team that
they work in. It provides an opportunity to the students to
explore their potential in the field of marketing outside the
classroom. We use tools such as case study competitions,
quizzes and presentations to provide unadulterated flavour
of marketing to students. Our widely acclaimed monthly
student magazine Brand.i comes up with articles on
changing markets and innovative marketing techniques,
inviting editorials by B-school students & professionals
from all over the country. Our objective is to give students a
podium to unleash their creativity and assimilate the field
of marketing.

MARCOM - The Marketing Cell of MIB,
Department of Commerce, Delhi School of Economics
University of Delhi, New Delhi - 110007
To subscribe a free online copy, write to:
marcom@mibdu.org
Like us at facebook.com/marcom.mib

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