IIPM ARTICLE AND PUBLICATION

Tuesday, April 01, 2008

BRAND : HSBC

AGENCY : Contract Advertising
BASELINE : Live More
DESCRIPTION: Wife is watching TV, husband c

omes and sits next o her and starts surfing channels. Wife stares at him, but we realize here are two different TV sets to entertain them. Cut to the man, reading a newspaper, while having breakfast; he gives two Rs.500 notes to his son, who is thrilled. When the man leaves for office, he is confused while deciding which scooter to take, as there are two of them parked outside his house. The VO then informs that with zero percent fuel surcharge on regular cashback offers, HSBC credit card helps one save money, so you can enjoy life. In the end, we observe the happy kid coming back home two cricket bats, leaving his mother perplexed.

4Ps TAKE: It’s HSBC’s turn to promote promising cash returns through their cash-back offers. The power idea is to promote HSBC’s credit cards clearly to the consumers. The message is successfully sent across through this ad, maintaining the focus on pairing various things: the TV sets, Rs. 500 notes, scooters and cricket bats. Targeting the professionals, the visual clearly depicts the USP of the latest scheme of HSBC credit cards: helping the consumers save money, which can be used to ‘enjoy life’. It’s sound strategy, where people love the little extras! The reward to the prospect? The trusted HSBC tag! One look at this ad and who wouldn’t want to enjoy, explore and live more with the HSBC credit cards?

For Complete I I P M Article, Click on IIPM Article

Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

Friday, March 28, 2008

‘Young Visionary Award’

Thiagarajan has to his credit an innovative business model which offers full business class services at a fare which is lower than the economy class and has brought worldwide recognition to it. The ‘Young Visionary Award’ awarded to Thiagarajan by Public

Relations Council of India (PRCI) in March 2007 added another feather to his cap. This youngest CEO, an innovator of a unique business model, is also proud owner of five New Generation Embraer 170/190 Family Series Aircraft. Paramount Airways is the only airline in the country to possess the Brazilian Embraer and is all set to book 40 more Embraer jets over the next three years. One of the few profitable airlines in the country, Paramount now plans to have a nation- wide presence, after ruling the southern skies. With two low cost airlines in his clutch, guess the task will not be very difficult for this passionate and high-flying CEO.

For Complete I I P M Article, Click on IIPM Article

Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

Read More:-
The Sunday Indian - Greatest News weekly
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Maya jaal spreads far & wide!
RCOM rings in the fabricating tone!!
The Noodle House comes to India
Re-cycle...
Cricket isn’t just cricket
Puravankara gets stuck in bad weather
Harry Potter strikes a million!
Serious dangers
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Hazards related to kidney, liver and lungs
Stock ‘boom’!

Tuesday, March 25, 2008

1... 2... 3... phew!!!

NSN is proving its mettle on Indian soil...
If you’re wondering what 1... 2... 3... meant, it does a lot... lot more t

han the numbers alone can signify, for in less than a month, a giant went berserk and bagged deal after deal after deal... three deals – and all to expand India’s telecom networks! (Phew!) And for the uninitiated, we are talking about Nokia Siemens networks (NSN) here! It was all triggered by the bagging of the Idea Cellular network expansion contract, worth a colossal Rs.2 billion. Then followed another from Aircel valued at Rs.300 crore to build and operate a green-field GSM network in Kolkata. The most recent one was pocketing of a modernization project for Bharat Sanchar Nigam Limited’s network. The new access network’s high bandwidth will guarantee that BSNL’s customers have the availability to use data intensive applications with the highest quality data transmission and without long waiting times. “In a first step BSNL will supply 283 cities in 17 Indian states with 800,000 new high-speed connections based on Carrier Ethernet technology from NSN. BSNL will roll out 6 million connections with the option of an additional 3 million in the next 3 years,” said NSN in a company statement. By the end of July 2007, NSN will put together Gigabit Ether net capable IP DSLAMs (Digital Subscriber Line Access Multiplexers) in BSNL’s network and also contribute fully the end-user devices necessary for subscription to BSNL’s services. Clearly, looking at the strategy of NSN, it’s evident that the company is all set to prove its competence in terms of its network establishment capabilities. And despite the company officials being unavailable for comments on the issue, the Finnish- German JV entity with its cutting-edge technology has for sure done very well to stem its position as a frontrunner in India’s telecom marathon...

For Complete I I P M Article, Click on IIPM Article

Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

Read More:-

Monday, March 24, 2008

Make me a star...

Celebrity branding is going places
The business of celebrity management is defin

itely getting hotter and there are new players entering. Recently, Percept Holdings, along with Lachlan Murdoch’s Illyria Pty Ltd. Have launched Percept Talent Management (PTM) for representing talent. The company expects to clock a turnover of Rs.300 crores within the first two years itself, and with names like Priyanka Chopra, Randeep Hooda, Sourav Ganguly, Yuvraj Singh, S. Sreesanth et al in its kitty, it looks like a pretty achievabletarget. Even Starcom has recently tied up with Pier 3 to promote branded entertainment in India. Do celebrities build brands? Indeed, they do. But somewhere down the line, even celebrities have realised that they cannot do without their own, unique branding strategy. No wonder that celebs are increasingly becoming more focussed on brand building and also hiring PR agencies to build their image. These agencies are different from the typical PAs or PR officials that celebs used to have at one point of time, as they take care of the celebrity more holistically, which in many ways encompasses all the traditional roles of a PR. Commodification of celeb is not a new trend.

For Complete I I P M Article, Click on IIPM Article

Source : IIPM Editorial, 2007

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

Read More:-
The Sunday Indian - Greatest News weekly
IIPM, GURGAON
Maya jaal spreads far & wide!
RCOM rings in the fabricating tone!!
The Noodle House comes to India
Re-cycle...
Cricket isn’t just cricket
Puravankara gets stuck in bad weather
Harry Potter strikes a million!
Serious dangers
Colourful
Hazards related to kidney, liver and lungs
Stock ‘boom’!

Make me a star...

Celebrity branding is going places
The business of celebrity management is defin