2. 2
From Team MARCOM
Here’s to the new ones...
As the next batch of bright eyed students enters the campus of DSE, MARCOM is here to welcome them with
the latest edition of Brand.i.
A marketer who is afraid of experimenting, of creativity and change, can hardly be expected to keep up with
this field. So to mark the new beginnings at MIB, we could not think of a better theme for this edition than
exploring the “Next in Marketing”. The articles featured in this issue cover not only the latest innovations
ranging from QR codes, gamification to neuro-marketing but also simple yet significant concepts like
sustainability and social media.
Our article writing competition witnessed participants from prestigious institutions across the country and
we would like to thank all of them. It was indeed a delight to read the amazing new ideas and a tough task to
shortlist a few. MARCOM has put in tremendous efforts for this edition, especially the editorial team of Akash
Dixit and Anjali Midha. The credit for the cover design goes to Akhilesh Gupta and Digvijay Jain from Sri Guru
Gobind Singh College of Commerce, University of Delhi.
I hope you all enjoy Brand.i and as one of the authors rightly suggests, it’s time to become Smarketers...
Cheers to a new beginning...
Ashita Sharma
Convenor
MARCOM
Feedback, suggestions, complaints, appreciation and brickbats are welcome. Do write to us at
marcom@mibdu.org.
Disclaimer:
This magazine does not reflect the views and opinions of MARCOM, MIB or DSE – they belong to the fabulous individuals
who contribute to it. The images, logos, photographs and other materials are used for non commercial purpose and are
proprietary content of the owners.

3. 3
Articles
 These babies sell themselves- Sumit
Sinha, IIT Madras
6
 Sustainability and Marketing
Strategies- Sudarshan Choudhary, NITIE
Mumbai
9
 Brandvertising- Saptak Bose, Goa
Institute of Management
12
 Gamification- Ankit Agarwal, SIMS Pune
15
 Neuromarketing- Divyanshu Kumar
Singh, IIM Lucknow
18
 Small Wonder Machines- Debabrata
Nag, IIM Ahmedabad
24
 Scan that thing: QR coded- Satyam
Gaind, ISB Mohali
27
 Marketing in Bollywood- Saheli
Mukherji, NIRMA University Ahmedabad
30
 Big Data- Prabhakaran V and Rajesh
Kumar P, Pondicherry University
33
 Calling the Smarketer- Tanushree
Goyal, ISB Hyderabad
36
 Unlearning Social Media- Loveleen
CONTENTS July 2013 Issue
Cover Story
Change is the only Constant.
-Akash Dixit, Team MARCOM. 3
Brand Voyage
NETFLIX- The Next in Online
Streaming 23
In Conversation
With
Mr. Kishore Chakraborti
Vice President
McCann Erickson India
21

4. 4
Kaur, GBO, SRCC
 38
There is a whole new
marketplace out there, dynamic
and unrelenting. There is a brand
new customer out there,
sophisticated and well-equipped.
There is high-intensity competition
out there, fierce and quick.
Markets collide and evolve.
Customers demand and question.
Brands fight and create.
Interaction with all the forces of
marketplace is the brand new way.
And just when you think you know
what has changed, everything
changes again.
Akash Dixit
Team MARCOM

5. 5
Change is the only Constant
The hustle-bustle, of the city of
Mumbai, finds its way to some of the
busiest malls the city has to offer. At one
of these busy malls in the suburbs of
Mumbai a huge display kiosk has been set
up right in the centre of the mall with
signboards all around proclaiming that the
items on display were for free. “THE FREE
STORE”. The items ranged from a bowl to a
plate or a clock. Visitors tried picking the
items. But the audience realized that they
were unable to lift any of those items.
What caught their attention instead was
that the huge “Free” signboard had turned
into the brand logo with the tagline
‘Fevicol ka jot hai’. The audiences could
not help but smile for they got tricked by
the brand’s mall activation programme.
Fevicol wanted to reinforce their position
as India's most reliable
glue so through Ogilvy &
Mather India they
created the Free Store
in one of Mumbai's many
malls. With beautiful
wooden bowls, photo-
frames and clocks on display and all for
free, this was a challenge virtually no one
could resist engaging with; and consumer
masses got a first-hand experience of
Fevicol's brand promise ("The Ultimate
Bond") when they tried to pick up the
items.
There is a whole new marketplace out
there, dynamic and unrelenting. There is a
brand new customer out there,
sophisticated and well-equipped. There is
high-intensity competition out there,
fierce and quick. Markets collide and
evolve. Customers demand and question.
Brands fight and create. Interaction with
all the forces of marketplace is the brand
new way. And just when you think you
know what has changed, everything
changes again.
Marketing has gone beyond the traditional
“Production” and “Selling” concepts, when
marketers used to concentrate only on high
production and aggressive selling. Instead
of product-centered “make-and-sell”
philosophy, businesses are shifting to a
customer-centered “sense-and-respond”
technique. The new “Marketing Concept”
asks brands not to find the right customers
for their products but find the right
products for their customers. The next in
marketing will have most of the
interruptive marketing techniques
abandoned. Marketing will become more
personalized, customized and adapted.
The 4Ps of marketing remain intact in their
technicalities, but their execution over the
time has changed significantly. It is no
longer sufficient to produce a fine Product
at the right Place. It is no longer enough to
Promote a reasonable Price offering.
Marketing needs to get a more
comprehensive meaning,
it needs to get more
engaging. The next in
4Ps would be: Purpose,
Plan, Passion and
Provide. Companies
need to have a clear sense of Purpose,
much before the launch of their products,
to give their brands the right to interact
with customers. At the same time the
company needs to Plan its execution well
enough to build and maintain a long lasting
relationship with its customer. Marketing
needs to be driven by Passion. Moreover,
now that there are so many ways to reach
customers in today’s world, marketers
have more and more opportunities to
create campaigns that leverage different
mediums. The greatest marketing
campaigns are those that are memorable.
They are the ones that resonate with the
audience. Vodafone’s Zoo-zoo campaign
proved to be one of the
most successful
campaigns in terms of
engaging audiences and
catching their attention.
“It is no longer enough to satisfy your
customer. You must delight them.”
- Philip Kotler

6. 6
However, in a flurry of innovations, the
companies should not forget to provide an
offering which is useful. A Brand should be
able to deliver value and utility.
The marketplace is rapidly evolving. Only
the smartest of the marketers will be able
to catch up with the fast pace of the
changing marketplaces. We are being
introduced to some of the most novel of
concepts in the field of marketing.
Advertisements no longer just stare at you
but they talk to you. With concepts like
“Crowd-sourced advertising”, people
actually get to create and contribute to ad
campaigns. A plethora of “guerilla
marketing” campaigns have been thrown at
us, and each more outstandingly creative
than the other.
And it’s not only products and brands that
are getting advertised and re-packaged;
there are services, movies, books, social
causes, political campaigns, ideas and even
countries which have to be marketed well.
We all remember the innovative ads which
were launched for promoting Madhya
Pradesh tourism. Amitabh Bachchan was
made the brand ambassador of Gujrat
Tourism. Far away in USA, President Barack
Obama’s “Yes WE Can” campaign was
promoted through television and digital
media. Seeing the abysmal rate of infant
mortality in India and injustice given out to
girls, the British advertising agency BBH’s
India division launched its “The Girl Gift
Basket” campaign to celebrate birth of a
girl, in which they presented the mother of
a newly born girl with gifts and promoted
the message of raising a girl in the family.
Coca-Cola converted vending machines into
live communication portals, when it placed
specially designed vending machines which
were equipped with full-length webcams
that allowed participants to see each other
and interact in real time. This was a part
of its “Sharing Happiness” campaign.
When Charlie found the golden ticket and
took the tour of Willy Wonka’s chocolate
factory, he was amazed and dumbstruck to
see the ambitions which Willy Wonka had
to offer. The Willy Wonkas of marketing
are giving out golden tickets to their target
audience, inviting them to experience and
feel their brands. Flash mobs, live
billboards, interactive outdoors, smart
print ads, innovative television promotions,
digital media and Twitter/Facebook
interactions, all of them are going through
a revolutionary phase. And there are many
more mind-boggling innovatives and
spectacular creatives which are all lined
up, many more boundaries which have to
be stretched, many more rules which have
to be challenged and many more ideas
whose time has to come.

7. 7
These Babies sell themselves
Sumit Sinha
Department of Management
Studies, IIT Madras
People buy Ferrari
because they are
passionate about the car,
the technology, the
speed and most of all, the
Ferrari as a brand. The
only promotion activity
Ferrari enjoys is ‘word of
mouth’.

8. 8
Is advertisement, the trump card for the Indian
giant firms to communicate their brand?
Rather, can there be a way to communicate a
product or service without advertisement? This
article will discuss this unorthodox marketing
strategy along with its implementation so that
we could try and find out, “Is there any way
that could help reducing the advertisement
expenses from the company’s income
statement?”
Think of a brand, a giant from Italy, famous for
its cutting-edge automotive engineering and
photonic speed of its product. Ring any bells?
Ok, what if I say ‘tangy red’? Yeah! It’s Ferrari!
Ferrari has set up a huge empire, a huge name
all without any glossy advertisements, flashy
outdoors and even without any vanity fairs.
People buy Ferrari because they are passionate
about the car, the technology, the speed and
most of all, the Ferrari as a brand. The only
promotion activity Ferrari enjoys is ‘word of
mouth’, and this base is growing wider on
social media. In an article by Terry O’Reilly, he
poses a question,
Other examples at a global front include
Costco, The Body Shop, Ben & Jerry’s, Zappos
etc. These are few brands that have not spent
significant money on advertising. They have
made their brand so popular, their product so
distinguished that consumers are crazy about
them.
Let’s come to India. Nalli Silk Sarees is a $100
million Chennai based Sari retail chain.
According to Lavanya Nalli (LiveMint, Aug 26,
2011) Brand Nalli, which is an 84-year-old
legacy, is growing at a rate of 12%; more than
the market average. Yet they have never
actively spent any penny on the brand
promotion. No advertisements, no sales
promotion no events or PR. Lavanya, a HBS
graduate still feels that there is huge amount of
demand from Indian market, which they need
to satisfy in order to grow the business. If a
businessman (businesswomen in this case) is
getting drift of such voluminous demands, then
spending on ads is like burning money. Shahnaz
Herbal Inc., a 30-year-old beauty brand has not
spent anything in advertisements either. In an
interview done with IndiaAfrica Connect,
Shahnaz Hussain said, “I specialize in Chemicals,
not advertising at all”. She also quoted,
“If the Americans and the British say it's
amazing, this in itself is the biggest publicity for
the product”.
What does the above two cases infer? Looking
at the positioning, it can be concluded that
these brands have made themselves so strong
and their product so special, that the
customers are attracted by the product’s
technical & functional quality itself.
Let us try to plot the above-mentioned brands
in the following Credibility Visibility chart (CVC):
“How does the management in
Ferrari measure the effectiveness
of this unorthodox strategy?”
The answer is simple,
“They sell every car they make!”

9. 9
All the above-mentioned companies have
placed themselves at the top right quadrant of
the chart. This shows that their credibility as
well as visibility is extremely high which gives
an unparalleled positioning of the brand in the
consumer’s minds. So, firm’s entire plans for an
unconventional strategy of communication
should focus on bringing the brand from
unknown or undiscovered state to the
unparalleled state. Please note, here the
visibility does not stand for the communication
of the brand, but it’s a mere notion to expose
the brand more to the consumer. But the
question now arises is, how? Well, increasing
the credibility of the product is not something
what firms can’t control. The motive is to give a
high value package to the customer that could
do the following tasks.
1. Distinguish: A good positioning says it all.
Brands are not expected to communicate
the positioning. A product must be designed
in such a manner that a customer should be
able to locate the product in a specific space
in their minds, far ahead of their
competitors.
2. Price exclusivity: Offering more value in the
product on same or less price than the
competitor gives an extra edge to your
brand over others. This way the brand can
be further distinguished on the basis of
price exclusivity.
It is advisable that the strategies, briefed
above should be deployed at the New
Product Development (NPD) phase itself.
The reason is, that adding value to the
product in the later product life cycle stages
can prove costly.
So it can be concluded that focusing on the
correct placement of the brand in the CVC can
help it grow and make a good impression in
customer’s mind. The main advantage of this
approach is that all the efforts and expenditure
on the marketing activities can be easily
tracked and further changes can be done in the
strategy to get the desired results. We all know
the loyalty is not made on the basis of cool
TVC’s or hilarious print ads, but it is as a result
of the high quality.
And loyalty is what modern businesses crave
for, right? Imagine, if all the firms start working
like this, then what will happen to the 4000
year old legacy of advertising?
“Well, that’s worth a thought!”

10. 10
Sustainability and
Marketing
strategies
In the present marketing
world consumers are
conscious about their
shopping choice and
prefer sustainable and
green products.
Sudarshan Choudhary
NITIE Mumbai

11. 11
“The future belongs to those who understand that doing more with less is compassionate, prosperous
and enduring and thus more intelligent, even competitive” – Paul Hawken
Sustainability is a major concern for
marketers in the 21st century since
marketing strategies and activities are
inextricably linked to the future of the
natural environment that sustains all life.
The scope of sustainability is broad, and
companies are being held responsible for
issues such as reducing consumption of
scarce resources, not harming the natural
environment, ensuring sustainable supply
chain management, reducing climate
change, sensing consumer concerns about
sustainability,
increasing global
economic stability
through
sustainability, and
proactively
managing
business
processes to
protect the
natural
environment.
In present
marketing world
consumers are
conscious about their shopping choice and
prefer sustainable or green products.
According to a recent study mainstream
consumers have shown an interest in
environmentally friendly products and are
suggesting the manufacturers and retailers
follow suit with more of these products.
The underlying question is “How can firms
achieve competitive advantage by use of
sustainable business practice as marketing
strategy?” the answer is very simple i.e. To
the extent that sustainable practices are
desired by consumers, firms can use them
as bases for marketing strategy if they can
adopt them differentially and defensibly.
HSBC is engaged in a multipronged
environmental effort, including lobbying to
regulators and government agencies, a
green investing partnership with high
profile NGOs, another partnership for
conducting research into climate change,
opportunities for employees to engage in
research for these partnerships, retro fitting
of branch offices, and developing and
promotin
g green
products,
such as
paperless
checking,
with
some
proceeds
going to
environ
ment-
related
charities.
(GreenBi
z, 2007)
A recent survey of leading MNC’s showed
the most common efforts in sustainability
targeted lower energy use, reduced solid
waste generation, and reduced air pollution
(ClimateBiz, 2007). Because the market is
vigilant in examining sustainability for
example PepsiCo, HCCB, Asian paints, Glen
mark etc.

12. 12
The fundamentals of segmentation,
targeting and positioning don’t go out the
window when sustainability walks through
the door. Sustainability can be integrated to
marketing strategies in a very simple way by
simply following the basics of business
which is to refocus on the target audience
because the target for sustainable product
development should not be some other
group of conscious or green consumer but
the loyal customers of your product. They
are the one who buy and associate
themselves with your product.
Nike has targeted its recycled and waterless
dyed apparels to athletes and sports
oriented people instead of targeting a
different group and it has been a huge
success.
Toyota created a brand synonymous with
dependability and durability. The success of
the Toyota Prius hybrid car was certainly
because of its long-held attributes alongside
innovation and eco- friendliness. One other
vital rule is that the aim shouldn’t be to
improve brand’s reputation or build
consumer trust but to reinforce what you
stand for in the minds of target audience.
Ariel laundry detergent started Its Turn to
30° campaign promised that even at low
temperature, “With Ariel, you still get
outstanding results.” Thus, the brand
strengthened its positioning while
encouraging an environmentally friendly
change in consumer behavior.
In a nutshell it can be said that
Sustainability marketing is about delivering
good value to customers and ensuring that
the brand remains viable over time.
Marketers have the power to create a more
sustainable economy through their
influence on product development and
purchasing decisions. It’s high time to
follow these well-honed tools and
fundamentals of marketing in to the
sustainability business.

13. 13
Dsd Brandvertising
“In the modern
world of business, it
is useless to be
creative and
original unless you
can also sell what
you create.”- David
Ogilvy
Saptak Bose
Goa Institute of Management

14. 14
“I don’t know the rules of grammar. If you’re persuading people to
do something or buy something, it seems to me that you should use
their language”
Fundamentally the essence of the Next
level of Marketing is that conventional
advertising techniques cannot be used to
garner massive popularity these days. With
the advent and booming success of social
media marketing, branding techniques need
to be modified and tailored according to the
need of the hour. Organizations do realize it
by and large and thus they are resorting to
Ad campaigns and marketing techniques
that are tangibly more effective in today’s
rapidly changing market.
Coca-Cola is one such company to soon
realize the growing importance of social
media and its effect on the present market
conditions. It employed its Advertising
partner, Ogilvy & Mather in New York to
create a buzz for its brand, Fanta on the
social media in order to increase its active
fan base and further build on its brand
engagement. O&M had had no brief as to
what they were supposed to do to create
the buzz, but had to put their creative
neurons and reserves of intellect together
to produce magic.
Fanta’s global campaign set out to bring
more play to teenagers’ lives in 190
markets, with the line “More Fanta. Less
Serious.”
To maximize exposure to this message on
Facebook, O&M discovered that they
needed to translate play activity into higher
engagement with brand posts. With the
introduction of Timeline, they went beyond
boring corporate history and saw the
chance to play a game.
Based on brand and market understanding,
Fanta needed to drive up engagement on
the posts with their existing fans, rather
than focusing on recruiting passive fans. So
O&M on behalf of Fanta launched 'Lost in
Time', a game that flung the four Fanta
characters out of the cover photo and into
the past.

15. 15
Fans were challenged to solve clues to
deduce which year the characters were lost
in, find the photo in Timeline, and like it.
Once the number of Likes matched the year
they were hidden in, the characters were
restored to the cover photo.
“Lost in Time” was launched on February
29, 2012. Within two months, post-level
engagement drove up by 114% over the
previous
period by
featuring the
Timeline
design and
content. This
campaign
generated
over 45 million
organic and
viral Page impressions in two months while
featuring its Timeline design and content.
That’s about equivalent to the entire
population of Spain! A by-product of the
campaign: Fanta’s fan base grew by more
than 11%, or an additional 287,000 fans, in
just two months.
Another off beat Ad campaign was
employed by the Thai Health Promotion
Foundation and executed by Ogilvy &
Mather, Bangkok.
They called it “Smoking Kid” and it was
regarded as “the best anti-smoking ad
ever.” This campaign filmed children
walking up to adult smokers and asking
them for a light. Adults were taken aback in
this act and took every opportunity to
remind the children how smoking was
harmful and rattled off the health hazards.
The children replied, “If it’s so bad then why
are you
smoking?”
before handing
them an anti-
smoking leaflet.
And magic it
was, for what
was created had
zapped the
client and their
sensations
altogether.
Innovative ad campaigns like these have
proven to be impactful and helped garner
extreme brand popularity. More
importantly such innovation and creativity
in marketing architecture must boost sales
as David Ogilvy says, “In the modern world
of business, it is useless to be creative and
original unless you can also sell what you
create.”

16. 16
Ankit Agarwal
SIMS Pune

17. 17
Gamification involves applying game
design thinking to non-game applications to
make them more fun and engaging.
Among all the sources of entertainment
gaming has the maximum impact on its
users across age and groups because it has
the maximum user engagement and can
enable multiple level of engagement (from
basic digress to starter to a professional
embellishment for a serious pro.
The objective is to improve the overall
quality of the outcome of the consumption
and increase consumer welfare. It has
been called one of the most important
trends in technology by several industry
expert. Gamification can potentially be
applied to any industry and almost
anything to create fun and engaging
experiences, converting users into players.
Gamification to arouse the Marketer in
you
For marketers, “gamification” is about
integrating game mechanics into marketing
activities to make them more fun to drive
engagement and participation by
cultivating desired behaviours through
incentives and rewards.
Marketers are becoming increasingly
aware, game play is now evolving into a
gamification movement–a significant trend
that is altering the way businesses interact
with customers.
The basic thing is that when you offer
rewards for user actions, consumers are
more likely to engage with a brand — that
is, visit the site more often, register, linger
and invite friends. Games can “activate
communities, build trust and loyalty in a
company and its products, communicate
progress and level of expertise, and
demonstrate status and rank.”
How brands like Pepsi & Vodafone are
using Gamification & Social Media for
Marketing..
PEPSI IPL Tweet 20 Campaign
During IPL Pepsi launched a Tweet20
tournament on Twitter – a twitter API-
based Application, which allowed people to
play cricket on twitter. Here Pepsi India
handled tweets of a particular type of ball
(for example, short pitched bouncer on the
middle stump) and users had to reply with
what they think is the most appropriate
shot for the ball. Tweeting the correct
shots fetched runs and the wrong shots
cost wickets.

18. 18
Some of the other marketing campaigns
launched by the Pepsi India which had a
mix of Gamification and Social Media were
Pepsi IPL VIP Box Race And Pepsi IPL the
Great Indian Catch Contest.
Vodafone Super Fans Campaign
Vodafone also came up with Super Fans
Campaign to give ‘money-can’t buy’
experience. The new zoo zoo army was
targeting first time users of mobile
internet and sensitize them on what all
they can do on the internet.
Vodafone was also running the Super Fan
campaign on social media in the which the
company was giving 76 Vodafone Super
Fans a money can’t buy experience where
they would be picked up from home in a
luxury car, flown to the match in style, sit
in the hospitality box,
get goodies and get a match ball
autographed by the winning captain on live
television.
Fan Cam/Photo by Vodafone
After the Vodafone Super fan initiative
launched in April 2013, the company took
the IPL theme forward with its new
application based on augmented
reality “The Vodafone Fan Cam/Photo” as
a part of their ongoing IPL 6 campaign.
Interactivity, personalization and putting a
human face on the digital experience was
at the core of the Vodafone Fan
Cam/Photo campaign.
These are some of the fantastic ideas
coupled with brilliant execution that has
successfully managed to bring the game of
cricket in the digital world. Not only they
are highly engaging, but also has taken
gamification to a whole new level
altogether.

19. 19
How do we decide to buy a certain item? What activity influences us in making a buying
decision? Among the plethora of options running in the mind, there is one neuronal activity
which runs superior to all and hence pressurizes our mind to buy the item related to that
activity. Brain maps such signals and body acts accordingly. All this subconscious, non-
conscious, cognitive, affective response to market stimuli lies under the domain of buzzword
Neuromarketing which refers to understanding of the brain subconscious activity with respect
to outside market stimuli. Many large scale companies such as HUL, P&G, Pepsi, Frito-Lay are
constantly trying to read the consumers mind via neuro marketing techniques during
advertising or launch of a product.
Roots of Neuromarketing
Neuromarketing has its origin in the late 1990s in the labs of Harvard University where group of
psychologists were trying to understand the major thinking part of brain activity including
emotions, pains in the subconscious level of brain activity that goes below the level of
controlled awareness. In the process, they define the basic unit of brain activity as “meme”.
Meme refers to unit of historical information store in the brain. The word “Neuromarketing”
was coined later by Ale Smidts in 2002.
Neuromarketing- Altering the marketing minds
Neuromarketing finds its importance in revealing the taste of the consumers as per their
gender composition, emotional connect, brand importance. Neuromarketing is primarily used
nowadays to better understand consumers’ wants and needs and point consumers in the right
direction towards right fit by tapping the ‘pleasure centre’ of the consumers and then using
marketing science tactics for any product launch.
Recent trends in Neuromarketing
Packaging and Marketing Messages
Creating marketing messages to tune accordingly to the mind of customer perception towards
product is achieved through Neuromarketing techniques of electroencephalography (EEG) and
functional magnetic resonance imaging (fMRI) which describes the change in neuronal activity
of brain after going through the details of product or the way product is launched in the
consumer market.
Neuro-Marketing
Neuromarketing
is primarily used
nowadays to
better understand
consumers’ wants
and needs and
point consumers
in the right
direction.
Divyanshu Kumar Singh
IIM Lucknow

20. 20
How do we decide to buy a certain item?
What activity influences us in making a
buying decision? Among the plethora of
options running in the mind, there is one
neuronal activity which runs superior to all
and hence pressurizes our mind to buy the
item related to that activity. Brain maps such
signals and body acts accordingly. All this
subconscious, non-conscious, cognitive,
affective response to market stimuli lies
under the domain of buzzword
Neuromarketing which refers to
understanding of the brain subconscious
activity with respect to outside market
stimuli. Many large scale companies such as
HUL, P&G, Pepsi, Frito-Lay are constantly
trying to read the consumers mind via neuro
marketing techniques during advertising or
launch of a product.
Roots of Neuromarketing
Neuromarketing has its origin in the late
1990s in the labs of Harvard University
where group of psychologists were trying to
understand the major thinking part of brain
activity including emotions, pains in the
subconscious level of brain activity that goes
below the level of controlled awareness. In
the process, they define the basic unit of
brain activity as “meme”. Meme refers to
unit of historical information store in the
brain. The word “Neuromarketing” was
coined later by Ale Smidts in 2002.
Neuromarketing- Altering the
marketing minds
Neuromarketing finds its importance in
revealing the taste of the consumers as per
their gender composition, emotional
connect, brand importance.
Neuromarketing is primarily used nowadays
to better understand consumers’ wants and
needs and point consumers in the right
direction towards right fit by tapping the
‘pleasure centre’ of the consumers and then
using marketing science tactics for any
product launch.
Recent trends in Neuromarketing
Packaging and Marketing Messages
Creating marketing messages to tune
accordingly to the mind of customer
perception towards product is achieved
through Neuromarketing techniques of
electroencephalography (EEG) and
functional magnetic resonance imaging
(fMRI) which describes the change in
neuronal activity of brain after going
through the details of product or the way
product is launched in the consumer market.
Societal Relevance
Neuromarketing provide an object oriented
research methodology to track the problem
and then looking for solution on the basis of
evidence collected. Such decisions in use of
Neuromarketing techniques would be
beneficial in public policy decisions related
to health and society well being.

21. 21
Tourism Sector
Motivational world of travel agency and
package tourists rapidly uses psychology
and neuromarketing methods to attract
customers during tourism period, holiday,
vacations and during festive seasons. The
package tourism and travel agency track the
tourist mind in each season and comes up
with various lucrative schemes for homes or
stay deals during vacation, food, meals and
full day tourist package by offering several
incentives to earn revenue.
Brand equity and management
Neuromarketing techniques have been
deployed in pilot testing where group of
consumers from local regions are assembled
and they are required to specify the
characteristics of range of products without
letting them knowing the product name.
Green Ecosystem
Emphasis has been given to adopt
techniques to change the psychology of
consumers towards use of materials which
harm our ecosystem such as poly bags,
plastic materials, use of petrol diesel run
vehicles, infra wave emission mobile
technology and others non bio-degradable
materials.
Conclusion
Neuromarketing certainly impels the human
mind towards marketing stimulus in terms of
buying, taking decisions, brand perception
and will surely be driving the future
consumer behaviour and attitudes. Such
brain response towards certain mood,
personality would surely be helpful for
future marketers in better marketing
research and neuromarketing would be
fruitful for companies to create an impact in
the mind of consumers.

22. 22
In Conversation
Where did you begin your career from?
I started my career as a Bengali translator of English ads in a small Calcutta based advertising
agency and later became a Bengali copy writer.
What is the biggest challenge you have faced till now in your profession?
To arrive at one’s own point of view. I am very dumb when I am asked to follow a laid out path.
I am comfortable in my own designed path. The most difficult challenge and also thrill are to
navigate your own path when there is none.
Do you think a formal degree in “Management “help make good managers?
It should help if the person uses his learning as basic grammar of marketing but only that much;
the success story still has to be written by him. By knowing the rules one
understand when to break, upgrade and change the rules.
“A successful
marketer always has
an honest intension
to empower his
customer.”
Mr. Kishore Chakraborti
Vice President
McCann Erickson India
Personally, how brand conscious are you?
There are very few things in which I am brand conscious …I
am more value conscious. When the brand sits in the centre
of this value system I go for the brand otherwise price and
availability decide the fate of purchase.
Given the enormous number of advertisements and
brands that a consumer is exposed to, what does it take
for a brand to stand out?
Warmth and sympathy
With
Your favourite tag-line/slogan –
Again choice is very wide. Here
are a few; starting with “Ting Ting
Ti Ting” of Britannia- you need no
words, sound is enough. P&G pre-
Olympic campaign – Tribute to
Mother the most difficult role in
the world. Dove – when did you
start believing that you are not
beautiful?

23. 23
Is it inevitable to be in selling before being a successful marketer? How has your experience
been?
A successful marketer always has an honest intension to empower his customer, and value -add
his life. If consumer sees value he will pay for it, one does not have to sell it.
Which is your most treasured purchase?
My first 650 Sq.ft. flat in Calcutta. I spent hours with my wife every Sunday decorating & filling
up empty spaces with content of our imagination while it was in the process of construction.
That flat is no longer with me now.
Given a million bucks, how would you like to spend it?
A few years back I would have, as per my usual cultural tendencies, would have saved it for
future. Today I probably will spend in travelling and visiting places.
What helps you unwind at the end of a hectic day?
Good books, good music,& a good companion who
shares my passion
What do you like the most about your job?
What quality do you think is indispensable for
future marketing managers?
Curiosity, Passion and
Courage
Your favourite ad-campaign?
There are many. One is
Cadbury. I like Cadbury campaigns,
from Taste of Life to “Kuchh Mitha
Ho Jae” to “Mithe Me Kya Hai” – a
wonderful journey of a brand
liberating itself from its restricted
space of condiment, eaten on
occasions, to the bigger space of
“Mitha” in life.

24. 24
Introducing in this issue, we have the Brand Voyage section. This will take you through the journeys which different brands
have taken to reach to the top. Their founders, the initial stages, logos, takeovers, ad campaigns and many other stories will be
shared. Keeping up with the theme of this issue, the brand we share here is Netflix: the Next in online streaming.
Brand Voyage
Industry: Video Rental and Online
Streaming
Founded: 1997
Key People: Reed Hastings, CEO.
Netflix pioneered the "ship to your home" DVD rental business
back in 1997. This helped eliminate the need for brick-and-mortar
stores. But Netflix did not remain fixated on competing for DVD
rentals and sales - on "protecting its core" business. Looking into
the future, the organization could see that digital movie rentals are
destined to be dramatically greater than physical DVDs. Without
abandoning its traditional business, Netflix calmly moved forward
with its digital download business, which is cheaper than the
traditional business, but would “cannibalize” its own DVD sales and
make the traditional business completely obsolete.
People are abandoning traditional viewing for 100% entertainment
selection by download. Modern televisions are computer
monitors, capable of immediately viewing downloaded movies. The
growth of movie (and other video) watching is going to keep
exploding - just as the volume of videos on YouTube has exploded.
But it will be via new distribution. And nobody today appears close
to having the future scenarios, delivery capability and solutions of
Netflix.
Netflix is making another transition by shifting its focus from films from TV shows. The streaming service holds the
viewing of the TV series “House of Cards”. It has also gained acquisition of “Arrested Development”: Season 4. TV series
now account for more than half of all Netflix viewing. Moreover, Netflix offers TV series in one gulp. Instead of releasing
its series in one episode per week, like HBO, it releases the, in their entirety at once. Without standard episode-ending
cliffhangers, House of Cards seems like one really long movie.
Netflix’s biggest challenge is now to get more streaming content to make the service better, while preserving its
value. Part of that means it needs to convince studios to stream more of their best content through Netflix. (Some of that
content is still only available on a plastic disc.) That’s why Netflix is so adamant to separate itself from the DVD business
and speed up streaming adoption for studios and consumers.
- Akash Dixit

25. 25
Afirst ever tool that
integrates interactive
communication technology,
cross border sentiments
and the theme of global
happiness in a seamless
manner.
Small
Wonder
Machines
Debabrata Nag
IIM Ahmedabad

26. 26
This time the aerated drink giant has hit
the hammer just when the iron was red hot.
With India Pakistan sentiments hitting all
time low after the 26/11 Mumbai attacks, it
was the right time to innovate towards
unification of the blurred boundaries of
human brotherhood. The organization has
undoubtedly taken its long term
commitment to the “spreading happiness”
strategy to a different level this time with
the tagline of “Open Happiness”.
What is it?
The Small Wonder Machines are Coca Cola
vending machines fitted with webcams that
allow people from India and Pakistan to
communicate via video conferencing mode
while purchasing Coke cans. On the front of
each machine, there is a huge touch
activated 3D screen that provides a
uniquely differentiated level of interactive
purchase experience. The three minute
advertisement video definitely aims to bring
back the
brotherhood
sentiment among
the two fiercely
fighting nations by
emphasizing upon
the fact that “we
are the same” and
“we become happy,
similarly”. It also emphasizes on the aspect
of “togetherness in humanity” towards
achieving a sustainable future.
There is more of an insight than what
directly meets to the eye. The low risky
social interactions that the vending
machines provide are an example of classic
conflict resolution tactics which are
sometimes termed as “track II diplomacy”.
The Business Sense?
Presently, Coke has a market share of
around 30% in Pakistan and comes at a
second position in the country’s beverage
industry which is lead by PepsiCo. According
to a Pakistan Tribune report, Coke had
spent $172 million in last year and plans to
invest another $248 million in the next two
years in order to establish its position. Thus,
the campaign fits perfectly in Coke’s
strategic ambition towards business
expansion in the country.
Why is it the NEXT big thing?
The campaign uses technology to reinforce
experiential communication to its end users
perfectly. At the same time, it provides the
consumers
“communal
experience”
and aims to
build the
image of the
organization as
a player aiming
for global peace and harmony. This is the
first ever such tool that integrates
interactive communication technology,
cross border sentiments and the theme of

27. 27
global happiness in a seamless manner. It
sets a benchmark at the foundation of cross
border experiential communication which
can be followed by many other business
conglomerates in near future in order to tap
the hidden potential within the concept.
Aiming Sustainability?
This crystallized form of innovation aims at
developing the social base of its business by
focusing on key issues faced by the
“secular” nature of human race. The
campaign widens the reach of today’s
marketing efforts in order to create a social
currency for the organization that would
improve the visibility of the conglomerate
and reinforce its long term sustainability
objective.
This campaign indeed juxtaposes the
aspects of social reinforcement along with
latent communication for happiness in a
way that is first of its kind. It opens the
doors of the human mind towards
overcoming political and geographical
barriers in a sustainable way that can be
replicated across many other nations in
Middle-East, Europe and Korean
landmasses across the world. The
replication of such campaigns across
continents has the potential to create a
positive social and business impact in times
to come. I believe that the start of such a
revolution has been built on strong
fundamentals.

28. 28
From the San Diego based restaurant ‘Harney Sushi’ serving edible QR code garnishing on Sushi to the
retail giant TESCO operating virtual stores in Korea
Scan That Thing:
QR Coded
From the San Diego
based restaurant
‘Harney Sushi’ serving
edible QR code
garnishing on Sushi to
the retail giant TESCO
operating virtual stores
in Korea, QR Codes are
the next big thing.
Satyam Gaind
ISB Mohali

29. 29
“Imagine a greeting or a business card
saying a thousand words for you. Quite
Literally!”
“Imagine your resume talking for you to
your recruiter even before you are
shortlisted!”
Imagine if you could do all this almost
for free! Welcome to the NEXT big
thing in marketing. A concept that
came with a bang, lost momentum but
can return with a potential to take the
marketing world by storm – Welcome to
the world of QR Coding.
The Past
QR codes are a unique type of barcode
designed to be scanned
using the cameras on
mobile phones. Rather
than typing a URL into
the phone, a user can
simply scan a QR code
and the phone will
automatically perform
an action such as
opening a web page or
playing a video. QR
codes are a simple means which can
help the business or an individual give a
detailed account of the product (or
express feelings) through a simple scan
of black and white lines in a square
box.
The QR mania hit the market in 1994
when one of Toyota’s units developed
it to track automobiles manufactured
by them.However, they failed outside
the plant drastically because of some
basic marketing blunders:
 The code was placed on
billboards/ road signs where
there was no foot-fall. Can a
speeding car scan the code or for
that matter even spot it?
 The code led to a website which
was not modified for a rich
mobile phone viewing
experience
 The code was placed in areas
where there was no mobile
connectivity such as subways
 The customers were not
incentivized enough to scan the
code
 There were no pre-loaded QR
scanner apps on mobile phones
The Present
However, those are things of the past.
The marketers have identified the flaw
and are using QR codes to innovate,
articulate and stream
what humans want to
convey. The potential
is immense as the code
is not just a tool for
marketers but an
opportunity for
everyone – businesses
and individuals. The
smart-phone
penetration in the current world is
about 20% out of which 84% use their
phones to browse the internet. The QR
code program, if marketed well, is
supported by adequate infrastructure
globally with platforms such as 4G, 3G
and 2G.
But there has to be something that is
filling this gap currently! Yes, there are
barcodes – the zebra stripes behind
every box. However, those are passé
because a QR can not only be read in
360 degrees, but also stores hundred
times more information in less than ten
times the space!

30. 30
The Future
Explored in fragments! It is all up
to how crazy and creative one
can think. From the San Diego
based restaurant ‘Harney Sushi’
serving edible QR code garnishing
on Sushi to the retail giant TESCO
operating virtual stores in Korea
to boost sales to QR code
payments being deployed by
Komerční banka in the Czech
Republic, the potential is
unbound.
Imagine a company linking the QR
code to an interactive video that
gives the customer a direct link to
user testimonials or a demo of
the product; imagine your
LinkedIn profile on a business
card or your passport holding a
record for the government to
access where all have you been in
the past or how many visas do you
hold. Just imagine! Because that
is all that is going to take the
market in the coming decade by
storm!

31. 31
sadsa
Marketing in Bollywood
Films need to
generate a buzz
even before they
are released in the
theatres. Brand
placements have
become an integral
part of bollywood
movies.
Saheli Mukherji
NIRMA University,
Ahmedabad

32. 32
There is nothing in this world which
is stable. Customer’s needs are
everchanging and a marketer tries
hard to fulfill the expectations of the
customers. Success also cannot be
measured in terms of monetary value.
Money spent on a particular
marketing campaign may generate
value in future. Like
marketing of products
and services Bollywood
flims also need
marketing strategies to
create impact on
customers mind. The
Beginning of Bollywood
can be traced to 1913 with Dadasaheb
Phalke’s first silent feature film. Gone
were the days when marketing
promotions were only limited to buy
advertising space on billboards,
electronic media (TV), and Print. The
‘word of mouth’ recommendation is
needed for getting success in Bollywood
industry. The film needs to generate
buzz even before it has released in
theatres. Brand placements have
become an integral part of bollywood
movies .Brand placement is a
communication tool often used in
Bollywood movies. Coca-Cola played a
prominent role in scripts. In Taal (1991,
‘Rhythm’) the lead couple romance
over a bottle of Coke and in
Mohabbatein (2001, ‘Loves’),
verbal mentions of Coca-Cola became
popular. Bollywood producers and
filmmakers have realized that their
movies are products that need to be
branded, positioned
and targeted at the
right audience. In
product marketing
marketer needs to
properly
communicate to the
values to the
customer. And if after using the
product the customer experiences the
same values then only the product get
successful in the long run. If the
marketer cannot deliver the value as
promised by it then it will lose the
confidence of the customers. Similar is
the case in Bollywood film marketing.
The whole plan is based on the
communication that a movie wants to
make with its target audience. Kai Po
Che: What does Kai Po Che mean? The
Gujarati title could have been a barrier
to connect with the audience.

33. 33
But the makers of the film smartly used
it to their advantage. The phrase
trended on twitter for one full day
asking people its meaning. There were
funny replies all of which got retweets.
The author
of the book,
on which
the film is
based, Chet
an Bhagat,
used his
huge base of
followers on
Twitter to post interesting elements
from films. Some of them were ‘Is it
okay to date friend’s sister?’The film
makers thus have properly set the
strategies to connect with the
customers. In Bollywood films also
markers need to establish the rule of
STP (i.e Segmentation, Positioning,
Targeting) to deliver appropriate
message to the target customers.
Producers are developing publicity
material around regional tastes.
Segmentation can be seen in Mani
Ratnam’s ‘Raavan’, which was shot and
released together in Hindi & Tamil and
as ‘Ravanan’ in the Telugu-dubbed
version. Aamir Khan has emerged as a
master innovator in film marketing. We
saw ‘Ghajini’ style haircut parlors in
auditoriums screening the film and
ushers sporting the “Ghajini” look to
help seat cine-goers.
‘Cocktai
l
partnere
d with
Myntra.c
om
where
the
film’s merchandise was put on sale.
The trendy collection on the website
offered a mix of funky, casual and
sporty clothes, similar to those worn by
the star cast in the film. Every
Bollywood film has standard of phases
in which all marketing content is
released. Thus marketing in Bollywood
nowadays starts with all major releases
chalking out a whole marketing plan
which includes activations,
integrations, and events to promote
the movie before 'The Friday '.

34. 34
BIG DATA
Rajesh Kumar P &
Prabakaran V
Department of Management
Studies,
Pondicherry University

35. 35
The Internet is growing so unprecedentedly
that Information systems no longer just
support systems in the middle of a business.
The Internet combined with many
revolutionary innovations like cloud
computing, mobile devices, social media
have made the greater portions of our lives
and businesses inside the data center.
Millions of networked sensors are being
embedded in devices such as mobile
phones, laptops, automobiles and industrial
machines that sense, create and
communicate data. Also, when companies
and organizations interact with individuals,
they are generating a tremendous amount
of digital data. As a result, we are flooded
with data today. The generated data
contains vast and varied flows of
information. Businesses, in order to sustain
to the changing world, are discovering
strategic use of such large databases. A new
era of Big Data is emerging and its
implications for business, government,
democracy and culture are enormous.
Big data is a term used to describe large
sets of data, which comes in many shapes
and sizes. This data may be of structured or
unstructured in nature. Big data is more
than simply a matter of size; it is an
opportunity to find insights in new and
emerging types of data and content, to
make businesses more agile, and to answer
questions that were previously considered
beyond our reach. Big data varies in terms
of volume, velocity, and variety.
Volume - Data generated in large volumes –
on the order of terabytes or exabytes of
data (starts with 1 and has 18 zeros after it,
or 1 million terabytes) per individual data
set.
Velocity - Data generated with high velocity
– it is collected at frequent intervals. For
time-sensitive processes in enterprise, it
drives an ever greater need to deal with the
collection of data in near-real time.
Variety - The data flows can be highly
variable - structured and unstructured data
such as text, sensor data, audio, video, click
streams, log files and more.
But there is a distinction between "big
data" and regular old "large data." A
financial manager with thousands of client
invoices and statements on file might
classify this data as big data, but it is just
large data.

36. 36
Log files from social media sites such as
LinkedIn, Facebook, FourSquare and etc.
are definitely considered as big data. One of
the most important distinctions between
big data and large data is the speed at
which the data must be captured and
available for analysis.
There are two common sources of data
coming under Big Data. First, the amount of
data obtained within the organization
which includes emails, blogs, adobe PDF
documents, mainframe logs, sensor data
that track parts and machinery (machinery
data), business process events could
generate product IDs, prices, payment
information, manufacturer, distributor data
(transactional data) and any other
structured and unstructured data. The
second source of data is gathered outside
the organization – social media sites (social
data), competitor’s product literature, hints
from third parties and customer complaints
posted on regulatory sites.
Big Data analytics is process of analyzing the
large amount of structured and
unstructured data to find hidden patterns,
unknown correlations and other useful
information with software tools of higher
technologies which forms core of an open
source software framework that supports
the processing of large data sets across
clustered systems, results in business
benefits such as effective marketing and
increased revenue. The sophistication,
ubiquitousness and growing scale of data
along with necessary software tools - make
Big Data a novel revolution in Internet and
business. Much of the marketing decisions
in the past were based on consumer
psychology, which is still very important.
But with the advancement and rapidness in
the data-collection and data-processing,
understanding the consumer has become
much more data driven. A credit card
company is the best example which
continuously examines vast quantities of
census, financial and personal information
to try to detect fraud and identify consumer
purchasing trends.
The ability to manage, optimize and using
the data intelligently becomes a very critical
and important component of marketing.
The businesses that can take advantage of
Big Data will prosper and win in today’s
hyper-competitive, social-driven and
mobile-accessed economy.

37. 37
Calling the “Smarketer”
The salubrious and giant weapon of
social media can help marketers identify
emerging trends in their target markets,
use digital identities to understand their
clients, and create enriching experiences.
Tanushree Goyal
ISB Hyderabad

38. 38
The age old traditional model of marketing,
infamously described as the INTERRUPTION
model, finally has a battle to fight. With the
proliferation of technology and social media,
marketing is increasingly assuming a more
holistic, thoughtful as well as analytical mode.
The tech savvy consumers are no longer a
passive audience and it is this change in the
consumer behavior that calls for the laying
down of new marketing turfs.
In order to capture this liberated voice of the
consumer, marketers are now indulging in a
smart two way communication mode to
increase their reach to the target audience.
Aptly named Inbound Marketing, a Web 2.0
model of advertising is helping
marketers maximize the
receptivity of their products as
well as increase engagement
with the consumers.
In contrast to the traditional
model, wherein the marketer
created prepackaged messages to be
bombarded on the customers day in and day
out, Inbound marketing attempts to involve the
customer in brand co-creation through user
generated content i.e. data provided by the
user himself.
The advent of the social media space has
provided a great tool to the consumers of
today; the tool of self-expression. With this
marvel innovation of the 21st century, we see a
great shift in the consumer attitude towards
sharing data, opinions, reviews, and personal
experiences through various modes whether it
be text, audio or video. It has reinforced the
idea of the great Aristotle – ‘Man is by nature a
social animal’, giving it a path-breaking
multidimensional face lift.
Coupled with the technological leapfrog that
has provided us with smart gadgets and allowed
for high speed data transfers, social media
provides fresh ripened ingredients for just
about some amazing recipes that the Gen Y
marketers can now cook. They can now use the
data provided by the consumers to understand
requirements, follow trends and thereby
develop strategies to smartly ‘interrupt’ their
target audience at the right place and time.
Inbound marketing leverages on the 4 tools of
SEO (search engine optimization), social media,
analytics, and content
marketing to truly use a
“PULL strategy” to earn
the customers’ attention
and thereafter “get
found” by them.
The recent dove
advertisement showing a forensic artist
sketching contrasting pictures of the same
woman as described by her own self and then a
stranger is one such avant-garde example in the
B2Cmarketing space.
It positions itself appropriately in an effort to
undo the ill-effects of self-depreciating
perception amongst women and overcome the
conventional ideas of idiosyncratic beauty. The
advertisement effectively sells an idea and not a
product, tries to create a sense of social
affiliation and propagates through word of
mouth sharing.
It is this salubrious and giant weapon of social media that can help marketers identify emerging trends in
their target markets, use digital identities to understand their clients, and create enriching experiences.

39. 39
Unlearning Social Media
“You have
been blocked
from
following this
account at the
request of the
user”
Apparently,
Abarth 500 is
just too fast to
follow..
Loveleen Kaur
GBO, SRCC

40. 40
“You have been blocked from following
this account at the request of the user”
This is the message you receive when you
try to follow the twitter profile of Fiat
Germany’s Abarth 500 (@Abarth500_DE).
And why have you been blocked?
Apparently, Abarth 500 is just too fast to
follow. Based on designs by Carlos
Abarth, a well-known Italian racecar
builder, this car promises to be the beast
and never let anyone come close to it.
This is very effectively positioned (quite
literally) by the Follow button of the
social media website Twitter, which has
been left redundant in this case. What
exactly happens is that as soon as you
click on the follow button, the follower
count changes to 1 for a second and then
again it gets back to 0 and the ‘You have
been blocked from following this
account at the request of the user’
message flashes on the screen with a
Direct message in your inbox- ‘No-one
can follow the Abarth 500. You want
to? Then give it a try. Get faster. Here:
*link to the Abarth website*’
This twitter stunt by Fiat is like
unlearning social media with the help of
social media. How? Here is the
explanation-
The four possible uses of Social Media
are- Create early buzz, Utilize customer
and fan feedback, Enhance and extend
traditional marketing and PR activities
and lastly, hold competitions and
rewards. The last three uses are directly
linked to the engagement with the
customer. In the case of Fiat Germany, the
absence of the one is deliberately created.
Still the advertisement analysts are
calling it a Brilliant campaign. What’s their
rationale?
“This is the most imaginative use of
Twitter I have seen to date” said Noelene
Mostert, the marketing manager for Quirk
Agency Group. It is true indeed. The
brands on twitter and facebook go as far
as to buy the fake followers as that
number is perceived as one of the key
metric to social media success. Perhaps
the marketing managers at Fiat Germany
have a different definition of using social
media because they seem to be least
interested in the number of followers.
Even the tweets addressed to
@Abarth500_DE have only praises for
this innovative campaign.

41. 41
The hash tags #ZeroFollowers and
#Abarth500 were used extensively.
Though the campaign was intended for
the German market only but it went viral
all over the world. The leading
newspapers like Business Insider
reported this unique ad campaign and a
lot of other popular marketing and
advertisement blogs and forums
discussed it too. This unique campaign
has lot of elements in it; it employs
‘murketing’ by bringing the hazy and
mystery element to it and it employs
‘guerrilla marketing’ by using low-cost
unconventional means to reach a vast
audience.
But of course, the critics of this campaign
are there too. Ambika Sharma, MD & CEO
of Pulp Strategy asks a very basic
question on her Linkedin profile- “And
the point is?” Is creating the buzz around
the brand the only objective? As David
Oglivy once said, “If it doesn’t sell, it isn’t
creative.” Only time will tell if this daring
social media campaign by Fiat Germany
converts the hype into actual sale of
Abarth 500 or people remember it as a
brilliant ad campaign which caught their
interest at one time but could not
convince them enough to buy it.

42. 42
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.
Stay high on 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
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