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Emami, one of India’s top FMCG companies, has recently launched Vasocare, its latest range of chap sticks. And they have roped in Bipasha Basu to endorse this product. According to Priti Sureka, Director, Emami Ltd., “When it came to selecting the right brand ambassador for Vasocare, the choice was unanimous. It had to be Bipasha …

Hero Honda Motors Limited, recently changed its name to Hero MotoCorp Limited, after its split from Honda. Its trading symbol on the NSE (National Stock Exchange) in India reflects that. It has been changed from ‘HEROHONDA’ to ‘HEROMOTOCO’. Both the new name and stock exchange symbol have removed Honda, for obvious reasons. But the word …

Amul has just been ranked as the No. 1 Indian brand by Campaign magazine in its list of Top 1000 Brands of Asia for the third consecutive year. And I’m really excited. Amul is one brand which truly deserves this accolade. Formed in 1946, Amul is not one of those flamboyant multinationals but a dairy …

Consumers today are averse to being spoken to. The moment there is a ‘sales pitch’, subtle or blatant, the guard goes up immediately. They know that it is a contrived act of promotion, that someone is trying to deliberately influence them to think or behave in a particular way. Moreover, a sales pitch happens at …

When a company decides to go in for an endorsement, it has a few options at its disposal. But the objective remains the same. To get the target audience to connect with the endorser in a way that the endorser can influence their decisions. The trust element works very heavily here. Think of it this …

When people around the world think of the dollar or see ‘$’, its the US one that jumps to mind. Conversely, when people think of the US, they think of the dollar. It has a symbol that is probably more well known than the American flag, or even the the full form of USA. That’s …

The bad news is that there are more than six billion of us on planet earth. The good news is that each and every one of us is unique. So we already have a head start when it comes to differentiating ourselves from the rest. But by unique, I don’t mean fingerprint unique. You can’t …

Virgin without Richard Branson. Berkshire Hathaway without Warren Buffet. Microsoft without Bill Gates. Wait, that’s already happening. Kinda. So what happens when larger than life personalities have to part with the organizations they lead? Now companies such as Virgin and Microsoft command a lot of brand value by themselves. But the aura that surrounds their …

The Tiger Woods saga clearly exposed the perils of celebrity endorsements. But then, the Charlie Sheen episode amply demonstrated that bad boys can bring in the moolah as well. That is, until it got too hot for CBS and Warner Brothers to handle. But there are reports of a possible reconciliation. Only time will tell. …