In 1985, when Pepsi played up on Coca-Cola’s not-so-hot change its taste, its overall campaign clearly named Coke; but in India, Coke was subtly replaced by the generic Cola. Till a few years ago, one could not use the rival’s name in their communication. “There is surely a flood of one-upmanship acts in India as the audience is more matured than it was 10-15 years ago. Moreover, now you can name competition, which leaves a lot of scope for being cheeky and clever,” says Ramanujam Sridhar, CEO, Brand-comm.
So, who wouldn’t like to throw caution to winds and have some fun. After all, such promotions leave competition squirming in discomfort, win loads of publicity while keeping costs low. Reason enough for brands to boycott the traditional and jibe in open with a devil-may-care attitude!
So, who wouldn’t like to throw caution to winds and have some fun. After all, such promotions leave competition squirming in discomfort, win loads of publicity while keeping costs low. Reason enough for brands to boycott the traditional and jibe in open with a devil-may-care attitude!
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2006
An IIPM and Management Guru Prof. Arindam Chaudhuri's Initiative
Source : IIPM Editorial, 2006
An IIPM and Management Guru Prof. Arindam Chaudhuri's Initiative
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