Showing posts from August, 2008

Stick to the past and you'll miss the future

Some brands and their custodians just refuse to listen. To the wind, to the trade and to their cusotmers. What they have in the end is a lost market share and the brand's slow but sure death. In this week's FE Brandwagon, Ravi Karamcheti, managing director and country business general manager, consumer digital imaging group, India, for Kodak says, "It's far more satisfying to click and then print your pictures. " Well, the last time we checked, all of India that has a digicam, in most cases has one or more family members who are a part of some social networking (orkut, facebook) or photo sharing site (picasa, flickr) where they post and publish their pictures. In fact, the only pictures we've seen around that are printed are those in wedding albums and in the print media. Kodak has stuck to the film business, and is the only one still selling film cameras- One camera with two films free. No wonder its at the end of the queue for market leadership in t

The Forum

For the short period that R69 has been here, we've wondered what exactly is our mandate? For us its simple, to bring across what no one's talking about. The web being what it is, everyone has a point of view. What we bring to you is our take on both events that occur as we speak, and people's take on long-standing principles of m(ass) media, marketing and all other disciplines remotely related. Yes, even psychology would make an appearance in due time. For today, enjoy this vintage cadbury's ad, which is like no other you've ever seen. Its in the Air!

The Axe chocolate doesn't go down well

Hello Folks. We are back. I know it was a false start and all that, but we promise to rise up to the challenge now, whatever it is. The Axe Chocolate Boy commercial has just been banned by the Indian government. They've decided that shots of women eating out of chocolate boy's arse aren't that appetising. Here's the ad: Axe's always had a very funky feel to their ads, but you all know that. What really takes me down is the way Unilever approaches its brands. Yes, I think brands are people, and they have their own attributes. But Axe tells me women are brainless hot chicks who log on to every man wearing their scent, Fair&Lovely tells me they need the fairness cream to live the good life. So all in all, women, their prime audience have both an identity issue and a olfactory fixation on a certain tool. But then, they have another brand. They are a FMCG conglomerate, no? So they have..... Dove! The Dove Evolution film and their other work talks exactly