How much further overt could one get?

At the guerilla extreme, Duracell showed two Bunnies racing in its commercial, where the bunny powered by Duracell battery won the race hands down, while the other bunny with a black battery lost the race. The voice-over at the end of the commercial dramatically stated, “While Duracell Alkaline keeps on running, Eveready Super Heavy Duty can’t keep up... With up to three times more power, Duracell always beats Eveready Super Heavy Duty.” How much further overt could one get? This Eveready damning ad ran on Australian TV; and even though Eveready sued Duracell, it was of no use since the court concluded that the ad was not showing anything that was untruthful.

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Source:- IIPM Editorial

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Gujarat has definitely not been a good experience for insurance companies

Gujarat has definitely not been a good experience for insurance companies as earthquakes, floods and riots have taken a serious toll on general insurance companies during the past few years. And it’s no surprise that companies are preparing in advance so that they do not end up in an undesirable situation.

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Asian Paints adds a splash of colour to the telly, yet again!

The latest campaign from their stable takes the ‘Har Rang Kuch Kehta hai’ plank forward to ‘Har Ghar Kuch Kehta hai’. Abhijit Avasthi, Group Creative Director, Ogilvy & Mather sheds light on the thought process behind the commercial: “The brief was to build upon the ‘Har Rang Kuch Kehta Hai’ campaign, which brings alive the role of colour in home decor. The aim is to tell people how colour fires the imagination.” Of course, crafting a creative for Asian Paints will forever remain a challenge for the creative brains, as “the tone and manner of the message must always remain intact, yet the communication must keep refreshing itself for the audiences each time…” points out Awasthi. More so, when the brand already has a long heritage of great advertising in its kitty.

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Indian transport is undergoing a quite & dramatic transformation

What is common between Lalu Prasad Yadav, Ratan Tata and C. Y. Gopinath? The first one is a hard-core politician busy re-inventing himself as a transformational CEO. The second is busy changing the venerated Tata group into a multinational conglomerate. And the third is a first generation entrepreneur who has created a market that did not exist before. On the face of it, there is not much that is similar between the three. And yet, there is a common thread that links the three together. They are symbols of the relatively quiet and unheralded manner in which the transportation sector in India is undergoing a revolution. While analysts and the media have been singing hosannas to well hyped sectors like information technology (IT) and telecom, people like Yadav, Tata and Gopinath are ensuring that efficient, cost effective and fast transportation is quietly making India Inc. much more competitive than it was even a few years ago.

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