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 Marcoms 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. Its indeed the perfect timing to sit back and enjoy some Brand.i; though its 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
Delhi Metro a marketers dream In a flash

Lessons on Loyalty Green Marketing PR-the new saga in Marketing Brand Delhi: Delightfully yours OOH laa laa

1-2 3-5 6-8 9-10 11-12

13-15 16-19

The bank that is here for good20-21 The not so idiot box Marketing Reloaded Steve JOBS and

22-25 26-27 28-29 30-32 33-35

his marketing Legacy

Brand.i Trivia Tete-a-tete with

Ms. Henna Misri Chowdhry

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

DELHI METRO DREAM

Delhi Metro has undoubtedly changed the way this city moves. But it has changed something else too The Delhi Metro has changed the benchmark for urban infrastructure in India. DMRC today operates on a network of 190km with 139 stations. More than 18 lakh people 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 to the platforms and pillars. Advertisements follow us inside the metro coaches as well. Turn over your metro smartcard; it is likely to have an advertisement printed. Even the handle grabs in

MARKETERS

By Ashita Sharma (MIB, 2012-14) coaches and escalators are used as advertising space. Metros ancillary services like the feeder bus and vans are another platform. Media professionals and marketers have discovered the perfect place to grab eyeballs and communicate to the consumers.

The best part is that the target audience is clearly defined in numbers and profiles. The main consumers of urban India the youth and the middle class, both are the fans of the Delhi Metro. Also, the womens coach gives the
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chance for exclusively marketing women centric products. A brilliant example of metro marketing is HT Mini by Hindustan Times. A half tabloid sized newspaper; it is especially designed for people on the move.

But the marketing in metro is presently limited to posters and standouts. The tremendous creative opportunity has not yet been fully utilized. So what is the reason that the innovations are limited? It can partially be attributed to the expenses involved. But marketers say it is also because of the policies of the DMRC. Delhi Metro is, and should be, first and foremost concerned about its patrons. The structure of safety, utility, convenience

and security cannot be compromised with. The Metro officials stated that they are not against new ideas as long as Metros reputation is not jeopardized. Flipkart, Dove and Pepsi ventured into innovative advertisements but 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 peoples imaginations and create an experience of the brand is another practical approach. Ambient lighting, large digital panels and walls, flash mobs, props and kiosks the list is as long as your imagination. So I believe that its just a matter of time till marketers start to play and experiment and change the game.

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

In A Flash!!

By Nitin Shivani (MIB, 2012-14) Imagine you are on your way to work when suddenly 200 singing, dancing people serenade you. When the song ends, they disperse as quickly as they appeared! Youll of course be left dumbfounded or confused. All over the world people have been left inspired, stunned and amused by the wonderful haphazardness of flash mobs. Nonetheless, flash mobs are not just clever stunts. Ever since its inception in New York in 2003, the trend has become a worldwide phenomenon, transforming from a random way to bring people together into a cunning marketing tool.

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

According to urbandictionary.com a flash mob or a cultural jam as some like to call it, is: A group of people who appear from out of nowhere, to perform predetermined actions, designed to amuse and confuse surrounding people. The group performs these actions for a short amount of time before quickly dispersing. It began as more of a social experiment or form of performance art than a vehicle for marketing, but it was quickly hijacked by large corporations when they recognized its popularity. Marketing honchos abroad have used the concept of flash mobs quite wisely to their advantage. For instance, in 2009, T-Mobile produced a series of three flash mob ads that is now among the most successful viral campaigns in recent history. The first ad shows dancers break into a routine in a busy London station. Voted TV Commercial of the Year at the 2010 British Television Advertising Awards, it is now

the most watched flash mob video ever, with over 30 million views on YouTube. In another instance, Sky implemented a creative flash mob for the launch of Sky High Definition in Latin America involving supermodel Gisele Bndchen sitting in So Paolo departure lounge holding a TV remote control. With one click of the remote, actors swarmed through the lounge dressed as American football players, another click and the lounge filled with soldiers. The campaign was very successful throughout Latin America and was named one of Best in Latin American Marketing. The trend has even started to catch up back home in India. It all started on 29th of Nov. 2011, when a huge crowd of 200 people suddenly broke into a jig with the popular track Rang De Basanti playing in the backdrop. The mob, organized by Shonan Kothari, formerly a researcher for Harvard Business School, was an attempt to display the undying spirit of the city, as it was held 3 days after the
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anniversary of the 26/11 attack on Mumbai. Soon after the gig, its videos went viral on Youtube and had close to several lakhs of viewers within hours of being uploaded. Apart from this, a flash mob was used for the promotion of the movie Don 2; wherein a couple of guys started a fight in the middle of the Ambience Mall in Gurgaon and later went on to ask people the whereabouts of the Don. It all concluded with a large no of people dancing to one of the songs from the movie. So what is it about these flash mobs that make them such an alluring option to the marketers these days? The answer lies in the visual appeal it offers to the onlookers. The clutterbreaking entry and the spontaneity of the whole act make it interesting. There is always an element of surprise associated with the flash mobs; the sheer deviation from normalcy sets it apart. Anything that happens all of a sudden and catches the consumer or the public in general unaware, leaves a long

lasting image in their minds. It's also a fabulous way of community building. Since Nov 2011, there has been a string of flash mobs organized by brands, TV channels, NGOs across leading malls in Delhi, Mumbai and Bangalore to promote shows, create awareness and generate buzz. And precisely that is the cause of worry. The concept, no matter how effective, is bound to lose its sheen if overdone. Moreover, in some cases, brands end up advertising before the show, either through social media or through word-of-mouth, which dilutes their spontaneity. Too much, too soon? Maybe, that's why brand experts sound a word of caution against using flash mob frequently. I think flash mobs can be far more productive if used less. Otherwise, they tend to become very predictable and lose out on their USP. As they say: its not wise to kill a hen that lays golden eggs

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

Lessons on Loyalty!
- By Nupur Garg (MIB, 2012-14)

comparable prices? How to ensure repeat business from the customer?

In a market fraught with competition, where technology is all-pervasive, it is very difficult for producers to differentiate their products from other products available in the market. Consumers today are better informed than before and have plenty of choices and this has made them fickle-minded. Therefore, loyalty to a brand is limited. Organizations are faced with a dilemma: how to differentiate between their product and the next firms products, which offers similar products at

Loyalty programs are an answer to this dilemma faced by organizations. The concept of loyalty program is not new and dates back to ages ago when the farmer used to throw in some extra grain to purchases made by regular customers. I remember my mother making me go to a particular kirana store for monthly groceries because of the better discount that the shopkeeper offered.
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The first loyalty program was introduced in Germany in the 1950s, when S&H Green Stamps rewarded grocery store and gas station customers with stamps redeemable for appliances and other merchandise. The modern day loyalty program was launched in 1981 by American Airlines: the frequent-flier mile program, and was quickly duplicated by other airlines and other hospitality industries including hotels, car rental companies, and credit card organizations. With progress in technology, it is now possible for organizations to offer better loyalty programs that actually care for customers rather than just serve the needs of the manufacturer. The need for loyalty programs arose after a rise in self-service retail, which led to disconnect between the retailer and the customer. Loyalty programs were a way to engage the customers once again. Loyalty programs have put a huge amount of customer data at the disposal of manufacturers and retailers. They can take advantage of this data and study

individual customer behavior. Appropriate programs to reward loyalty can be devised and shopping behavior of the customers can be influenced. A good loyalty program tailored to the customers needs, can engage customers thus creating advantage for the retailer. This kind of advantage can be pretty useful in a competitive market. Loyalty programs are used to connect with the customers on three levels: first when the customer enrolls in the program, a generic reward is given. Second, the retailer contacts the customer directly, offering a program tailored to the customers needs. At the third level, a two-way communication is established between the buyer and the seller. Rather than the customer approaching the retailer with their needs, the retailer himself predicts the customers needs and offers a product suited to it. Loyalty programs can be used to create a favorable image of the seller in many ways than just one. It can be used like it was by a retail store in 2007,
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which used its loyalty program data to contact customers whose pets had fallen ill and died after consuming contaminated food bought from the store. Retailers can take advantage of location-based information to communicate with customers.

In recent times, when the customers have access to all kind of products and information, using loyalty programs to stand out of competition makes complete sense. Instead of just sitting through the negative publicity, the store sought to correct mistakes using loyalty program data. With recent advent in mobile technology

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

Going Green: The new marketing funda

People around the world are becoming aware of the environmental stress that our activities are placing on the planet. Newspapers, magazines, television, and other media feature wide coverage of environmental problems, whether they are local (e.g., depleted fisheries and air pollution) or global (e.g., ozone depletion and climate change).

-By Priyanka Singhla- (MIB, 2012-14) product as being environmentally friendly. In general green products are made from recycled content and/or designed for reuse, recycling, or remanufacturing. They are usually non-toxic, energy efficient, and durable. Green or Environmental Marketing consists of all activities designed to generate and facilitate any 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, affordability, and convenience. Thus green marketing should look at minimizing environmental harm, not necessarily eliminating it. Recyclable or renewable goods are the only sustainable option. Green marketing is hence important for the firms to utilize the limited resources to satisfy the
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Many consumers now display concern about environmental deterioration. They have started asking how much impact a product will have on the environment during its lifespan or during its disposal. This is the major impetus for green products and green marketing. Green Marketing is an attempt to characterize a

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

consumer needs as well as achieve the organizations objectives.Stricter regulations across the world, growing consumer preference for ecofriendly products, cost reduction and competitive pressure are a few reasons why firms are adopting Green Marketing. There are two types of firms; one who claims that their products are green i.e. the product itself is eco friendly, and others that promote themselves as environmentally friendly. Coca Cola, Xerox, General Electrics are examples of green marketing at its best.

preferable products when all else is equal. Ultimately green marketing requires that consumers Think Green, Think clean, Think Ecofriendly i.e. they want a cleaner environment and are willing to "pay" for it, possibly through higher priced goods, modified individual lifestyles, or even governmental intervention. Until this occurs it will be difficult for firms alone to lead the green marketing revolution

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
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PR- the new saga in marketing!!

- Geetika Shah (MIB, 2012-14)

PR What is it??? How is it related to brand value of any firm or person..? I would like to show the emerging yet doubtful and confused term called PR. In todays era from brand to even a celebrity everybody is having a PR to save their images or rather create their image. Todays consumer is not stupid, even a layman knows the terms marketing, branding etc. So they kind of try to avoid get trapped from all these. I would like to place a broader picture PR. The role of PR is never really to

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 generated through an advertising campaign or a corporate document or the look of an organizations premises. Reputation is built through developing relationships and what an organization does. It is largely what others say about you. One implication is that PR grows the reputation to protect the brand. Just to clarify: Reputationwhich can loosely be defined as trustworthinessis not brand. Brand is image, while reputation is reality. What this means is that everybody
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knows that brand is fake, or has elements of fakery, while reputation is closer to reality. Therefore, brand is best conveyed by a consistent marketing/advertising core message, while reputation is best conveyed by transparency.

Therefore PR is actually the antithesis of branding, which is to tell a very partial, even propagandistic, truth. Really, branding is pure selling, aimed at owning a single idea in the audiences mind. No matter how they are written up in The Wall Street Journal 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-

building activities that advertisers create. They like a good advertisement or television commercial, and they enjoy finding out about a product or service that is new and interesting. What they dont like is to be tricked, fooled, or enticed to buy something from a company that is unethical or that doesnt 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 of the profile of PR. Till then the purpose of this article was to see the new color being added to the rainbow of marketing. So is it The Fall of Advertising and the Rise of PR.Is this really on cards? Well there is a long way to go!!

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COVER-STORY BRAND.DELHI: DELHITEFULLY YOURS

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

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Rains bring back the mushiest time of the year. People fall in love, people fall out of love. To some it is a melody, for others, melancholy. But we fail to notice and admire the beauty of our very own beloved city- Delhi in the 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 capitals growth in terms of quality of living, education centers, job possibilities and the grandeur and charm which the city has to offer has attracted people from all over the country to it. People come to Delhi not because they merely want to see the mix of past and future, but they come to make a name for themselves. . It is a kaleidoscope of ever changing fads and fashion. From the bazaars of Sarojini Nagar to the larger than life malls of Vasant kunj, Delhi has it all. The hustle bustle of Chandni chowk gives it as much

character as does the white pillared roads of the historic Connaught Place. Delhi now stands for ambition; it has become a global hub for business, media, education, fashion, technology and manufacturing as well.

With Delhi getting world class infrastructure like the Metro facility and T3 terminal, it has managed to attract people from all over the world to exploit its growing potential. The successful organization of the Commonwealth games gave Delhi a massive booster shot on the global platform. Delhi has developed an image of a city which is a selfcontained entity and is ready to welcome anyone who comes with an ambition. But
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how much has an average Delhite changed? The answer varies from not much to too much. People of different ethnicities and tastes co-exist in this beautiful city. And so does the local chai-wallahs and the hip coffee shops, the chola bhatura vendor and the Italian bistro, the subzi wallahs and the retail stores. This leaves consumer with a plethora of options. But his choices are more polished. And he makes them wisely. Though a Kwality walls ice cream with your friends at the picturesque India Gate still cannot be replaced by any frozen yoghurt or gelato. When it comes to our charming Delhi- even the geographical boundaries seem to diminish. And Bollywood is no exception. More and more film directors exploit the cosmopolitan nature of Delhi. They capitalize the essence of this magnum city by shooting at eye catching locations like forts, old Delhi and metros. In fact Metro has become the face of Delhi in recent times. Recent films like Khosla ka ghosla, Dev D, Aisha, Oye

Lucky Lucky Oye, Vicky Donor and Delhi 6 have gone a step ahead. They used Delhi, not as a location but as one of the characters. They managed to capture the Delhi people in their full form- loud, cheerful and full of life. We carry our heart on our sleeves and are not apologetic about it. We still prefer going to a real market for shopping then to buy stuff virtually on a website. Food industry was and will always be in our top most priority. Our parties, weddings, festivals, all revolve around the food. And it brings no surprise if the biggest of international food chains want to target the taste buds of the people here. No wonder it is a dream city for millions. It caters to their needs and wants. It gives them a hope for a better life. Our affair with Delhi is though a couple of decades old, but this is one relation, from which we never want to move on!!

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OOH Laa Laa!

By Arjun Kant Chadha -MIB (2011-13)

A couple of months back I

had little clue as to what the term OOH means .Silk (Dirty Pictures Vidya balan) had her

she steps out of home to the point they come back. This format is in contrast with the regular broadcast, print, and Internet advertising. It targets you when you are "on the go" in public places, in transit (Bus shelters, Airports, metros, fly overs) waiting (ticket counters, chemists, hospital receptions), and/or in specific commercial locations

own explanation but it couldnt provide me with the right perspective either. Im talking about OOH-Out of Home advertising .OOH or Outdoor advertising is basically any form of advertising that reaches a consumer from the point he or

(such as in a retail venue). You can avoid the morning newspaper; turn off the television commercial or simply not buy a magazine but you cannot evade outdoor advertising that youre exposed to each day. With the advent of newer and advanced
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technology with devices like Satellite Radio, MP3 Players its easier for us to eliminate advertisement and watch only what we want. How many of us have actually had the patience to watch an entire advertisement before a video starts to buffer on YouTube ,more often than not we skip the ad even before we get to know what it is for. According to a recent study by Nielsen Media Research, more than half of digital video recorder users fast forwarded through commercials while watching 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 its a media which is always on and is nearly impossible to miss. Brand Delhi has also witnessed its fair share of OOH lately .Right the humongous Sachin Tendulkar Cricket ki khushi Coke campaign poster at the Dhaula Kuan metro station to the Yo Yo Honey Singh concert billboard while you drive through the Naraina fly over or the Chanel render you see at the Pacific mall, all come under outdoor advertising . OOH industry is predominantly unorganized and this characteristic is responsible for a high degree of price discrimination. So if your roof is situated in favorable location i.e. near a metro station, a mall, or a high traffic red light then that makes you an owner of a media space and like many
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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 high impact medium which insures a better recall value and greater value for their money. Big names of the likes of Times OOH & JCDecaux ensure that their clients sing Ooh laa laa, all the way to their bank accounts. German domestic appliance manufacturer Miele to release monster vacuums across the UK with latest ad campaign

other Delhi residents you may as well rent it out to earn an extra buck. Right from the grocery seller to the laundry shop, small entrepreneurs are getting aware about the significance of marketing and are exploiting this format. In contrast to the unorganized sector, it is the newly sprouted organized sector which is changing the equations of this industry. It is no longer restricted to billboards. They are the ones responsible for ground-breaking media formats like halogen projection, flash mobs, dynamic digital displays etc.

A few OOHs

intersting

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The Monster Suction campaign Dominic Worsley, marketing director for Miele, commented; We hope this imaginative and eyecatching campaign will put Miele vacuum cleaners at the forefront of the consumers 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.

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The Bank that is 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

campaign of the Standard Chartered bank that highlights its core values.

business outlook. All activities carried out with the motivation of profit. No one really associates the image of a financial institution to the softer aspects of life; like caring for its customers, stakeholders or the environment. It is hard to associate them with acts that can change the history of the world or the life of an individual in some corner of the same world. This exactly has been the theme of the Here for Good

The campaign highlights Standard Chartereds 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 that doesnt seem to be the best of business decision in the traditional sense. The campaign captures in three words all the things that the bank stands for and is committed to. Here for Good Here for Good is both a promise to the customer and a tagline that encourages one to believe in the brand. First launched in 2010, this campaign was developed in partnership with the global creative partner TBWA and it
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was the first global positioning campaign by Standard Chartered in 40 years. The campaign is not overtly projecting the CSR activities of the bank, but in an underlying tone identifies the regular activities of the bank and aligns it with its CSR activities. It tacitly makes a statement that the CSR activities need not be one aspect of an organization but 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 profit it makes but how it makes that profit? And stand beside people, not above them. Simply by doing good, can a bank in fact be great? In the many places we call home, our purpose remains the same.

To be here for people. Here for progress. Here for the long run. Here for good. The main ideas of the campaign came from the footprints that Standard Chartered had in the countries of Asia, Africa and the Middle East. It also showcased the many hurdles that they have crossed while they supported each and every developmental challenges of mankind.

The campaign is considered one of the best things that has happened to Standard Chartered after their previous failed campaign. The campaign brings to life the essence of Here for Good.

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The Not so Idiot Box

By Mukul Sharma (MIB, 2012-14)

Lintas revitalizes and 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 commitment of the teams that created them. Here is my review of the top three Ads. When in doubt, play dead! Advertiser: Idea Cellular Baseline: Deadly Idea Sirjee. 3G Agency: Lowe Lintas In all honesty, the What an idea Sirjee campaign was starting to bore. But this fresh spurt of creativity from Lowe

The tweak to the creative theme of being in heaven is to complement various heavenly apps that the Idea 3G Smartphone comes preloaded with. Theres a liedetector, face-scanner, mosquito-repellent, Idea TV, Karaoke, and a host of other heavenly apps that one can supposedly tune into. Not being an Idea subscriber, one wouldnt know how good or
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bad the apps are, but the ads certainly fan the curiosity element. And then there is the execution. So theres Bachchan Jr. helping departed souls identify newcomers into heaven (with a face scan no less); catching plumbers who claim they died doing heroic deeds (with a liedetector app); enabling the dead to not be bothered by mosquitoes and so on very dark, but equally comic! Last year, Idea Cellular ran a campaign titled No Idea. Get an Idea. This one builds on it with the help of innovative product tinkering from the cellular companys marketing team. The fact is that whether you hate the ad or love it, theres no chance (in heaven, if you may) that you wont recall the Idea brand when you see Abhishek Bachchan mouthing, No Idea, get... And thats where this rocks!

Befriending them diamonds Advertiser: Tanishq Baseline: Now diamonds are a mans best friend too Agency: Lowe Lintas Being a woman isnt easy. There are just too many stereotypes one has to deal with especially in the ad world. That being said, for all its stereotyping of women (of their penchant for jewellery and their dependence on their men to provide for them) this ad still wows for the simply fantastic story it tells for the brand in question. Lets face it. Buying diamonds has traditionally been perceived as a high-income purchase. But

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the ad hopes to demolish that as a myth. The ad opens in a luxurious Tanishq showroom with two men (obviously the husbands) worrying about how their bank accounts are going to receive a major setback once their respective wives (who are busy checking out the latest designs on display) finish with their shopping. The husbands discuss cancelling vacations, selling their mobiles or even taking extra tuition to pay off for the money lost. But when the final bills are presented to the worried hubbies, they are genuinely taken aback at the low price tags. The message is clear: Now Diamonds are a mans best friend too. The communication informs how Tanishq caters not only to the well-heeled but also the aspirational middle class looking for affordable branded jewellery. The message was crucial to kill popular perception that walking into an upmarket branded jewellery showroom such as Tanishq would burn a hole in their pockets.

And it did a great job in doing that. Getting rid of an alter-ego Advertiser: Max New York Life Baseline: Aapke Sachche Advisors Agency: Ogilvy India Move over security for family, dreams of children, old age sanctuary and all the other usual clichs that usually dominate insurance advertising. Finally, an insurance company has dared to take the bull by the horns. The bulls in question are unscrupulous insurance agents who mislead prospective clients to rake in higher commissions for them. In an industry infamous for rampant misrepresented selling, the ad is not only a tacit admission of guilt but also attempts to position Max New York Life Insurance (MNYL) ethically above the entire racket. The ad begins with one adviser attempting to sell a policy to a trusting yet obviously less-informed client. And then enters a third-character in the fray sort of a devilish alter-ego of the insurance agent who
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tries to coax the agent into misleading the investor to rake in a higher commission for himself and better business for the insurance company.

Clearly, thats where the downside is. However, despite all its attempts, the ad may expose even MNYL agents to the same scrutiny applicable 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.

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

How to squeeze money out of the customers pocket and they being not aware of the real reason? I guess all of us have a fair idea of Marketing and must have heard this term many times in your life. I am not going to explain the status-quo so just chill .I will start marketing by giving examples. Let me ask one question, how many of you have watched Gangs of Wasseypur II

I guess all of us who have seen part-1 have surely seen but I am more interested in why will you go? Is it because of movie alone??? Not really!!! It is most probably because of the curiosity we felt when at the end of Part-I we read to be continued and this was done intentionally by the director and in Marketing it is called Teaser marketing.
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It is now a days, very much prevalent and thats why you see the trailer of Movies, 1 year prior to their release. Why this Kolaveri di, is one more example. Now lets come to second example: Which website you open the most on internet? I guess Google, then any idea about which kind of business they are in? Let me tell you it is the largest Marketing Company in the world. Yes, it is true and you can check it by searching anything on it and just look at the right hand side of the page and Google earns money on that and if you click on that side more money and in case you buy then Big thanks from Google. Does anyone know how worlds most famous social networking site Facebook generates its revenue or in other words why it is valued at whopping US $100 billion? It is the most famous and widely

used tool for marketing research companies. Ever wondered why it asks for so many personal questions which are not related neither to you nor to your friends. Let me tell you there are companies in London and United States worth millions of US $ whose job is to make you like a product so that your friend could read it on your wall and do the same and thus the chain goes on and on. As it is rightly said, nothing is more powerful in Marketing of a product than word-of-mouth. Now lets come to last one but not the least. I guess every one of us have visited a retail store like Big Bazaar etc. Next time you go just observe to which side you look the most. Answer is right and going further you will find all the costlier products are on that side and in Marketing this is called Theory of Trolleylogy.
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MIB, Delhi University|BRAND.i, Vol. II, Issue 2, Sept 2012

Steve JOBS and his marketing Legacy

-By Nitesh Kasana MIB,(2012-14) Last year Steve Jobs death shook the business world but for people it was the end of i. This i was the connection between Steve jobs and the entire consumers of Apple products. For them Apple meant Steve jobs and vice versa. Steve Jobs did what others couldnt do while fighting his life against the cancer. Till date people are inspired by him in terms of innovation, strategy, marketing etc. He left behind

his legacies which business people all around the world continue to follow and posing a serious competition to Apple Inc. itself. Steve Jobs was a genius when it came to marketing a product. If you want to improve your income, having a good product is not enough. You need to give people something they want. In fact, a powerful marketer doesnt even just give people what they already want; they TELL them that they want the product even though they are not aware of it themselves! A good example would be theiPhone. In the past, many people would never imagine themselves wanting an
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iPhone. After the marketing process, people today cant live a few HOURS without an iPhone. The power of anticipation was his one of the good strategy. Since the first release of iPhones and iPads, people cant wait to get the next version, the next release and they are constantly waiting for the next one to appear. The rapport you develop with your customers has to be so strong that people cant wait to get their hands on your products, waiting at the computer screen for an email announcing the release date. Steve Jobs understood that there will always be more 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

screen. Any complications will impede the users experience. Steve Jobs believed in Work WITH your competitors instead of against them as it doesnt matter who copied who but the most important principle to remember is that only a stupid marketer would compete with his greatest competitor for the same piece of the pie. Thats why by dominating phones and tablets, Steve Jobs made the computing world bigger by expanding the value of computers to the point where we cant live without computers, tablets and our phones.

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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

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

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 Energys first Clean Cities International Partner of the Year award for bold efforts to curb air pollution and support alternative fuel initiatives in 2003.

Delhis public transport the DTC or Delhi Transport Corporation runs the worlds 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.

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

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.

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. Shes 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, whats 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 dont 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, its 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 youd 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