The PunchLine Expert

Tanishq: The Wedding Jeweller The Jewellry that makes you want to Marry!!! Marketing Gyan:  One of the objectives of Branding is to increase the relevance of the Brand across usage scenarios and occasions. A brand stands for some value or emotion. For example, if Cadbury Chocolates talks about "Jab dil main khushi chaa jae, kuch meetha ho jae" , it implies that Cadbury is brand which is associated with the celebration of happy moments. So, the task of a brand manager or the ad agency at Cadbury is to find out those moments which make people happy and then associate their brand, which is Cadbury with them. So, when I think about Pappu pass ho gaya, I think of Cadbury. When I think of 'Aaj Pehli Tareekh hai' (salary), I think of Cadbury. This is what is known as Brand Recall. It is a scenario in which a cue or an occasion prompts us to the brand. So, think Safedi, Top of Mind might be a Tide or a Rin. Think Luxury, Top of Mind might be a Mercedes.

Aircel- Save Our Tigers: Social Campaign or Marketing Campaign? Aircel is running a campaign to create awareness about the depleting tiger reserves in the country. It has partnered with the World Wildlife Fund India and made a portal which talks about the issue. The campaign includes a series of commercials which raise awareness about the fact that there just 1411 tigers left. The campaign also includes commercials which feature Aircel brand endorsers like Dhoni, talking about the issue and exhorting us to "Join the Aircel- Save Our Tigers Initiative"  . The ads highlight very prominently Brand Aircel and the portal made for the cause-   www.saveourtigers.com . The portal, again features Brand Aircel on the landing page. The campaign also has a Facebook Page, which is based on a character Stripey the Cub.  The Facebook had as of 27th Feb, almost 2 Lakh fans. What on paper seems like a Social Campaign, is infact a very innovative and