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MTS Mblaze: A Successful Entry

Sorry guys I was not able to blog since long. There were multiple reasons for that. One was the main that is I was not having any high speed internet. Yesterday I bought MTS data card, the speed is good enough and now I will try to be continuous blogger. As I am using MTS so I decided to write on MTS first.

MTS(Mobile TeleSystems) was established in October 1993 by Moscow City Telephone Network (MGTS), T-Mobile Deutschland GmbH (T-Mobile), an affiliate of Deutsche Telekom AG, Siemens AG (Siemens) and several other shareholders. In late 1996, Sistema JSFC acquired a majority stake in MTS and has remained the primary owner ever since.

MTS initiated its international expansion in 2002 through the establishment of Mobile TeleSystems LLC, a joint venture with Beltelecom, the national fixed line operator in Belarus. In December 2008, MTS started to expose its brand outside the CIS borders. MTS and Shyam Telelink Limited, JSFC Sistema's telecommunications subsidiary in India, announces the agreement to allow Shyam Telelink to use MTS brand in India. The decision to introduce the brand to India is reflective of the brand’s success in the Company’s markets of operation since its launch in May 2006. In April 2008, MTS brand was recognized as one of the BRANDZ™ Top 100 Most Powerful Brands, a ranking published by the Financial Times and Millward Brown, a leading global market research and consulting firm.

Reebok Shoes now free with MTS MBlaze

Now look at the branding of MTS in India. MTS endorsed Yuvaraj and Sameera Reddy very smartly in one of its ads. The ad focuses on speed and says to get the DOUBLE DOSE of speed. In order to justify the speed, MTS is giving Reebok shoes free with MTS Mblaze that makes a man faster. What a funny coorelation but it worked for the Brand.

Never Stop…

Nothing can come in your way when you know what you want, the ad dramatically shows that, high speed internet and smart mobile telephony.

Saatchi & Saatchi, the ad agency of MTS tried to make all the ads live. Look at the following ad. The person searches for the Games and plays the games just like as he himself is a player in between. The ad symbolizes the high speed that how a person feels that he himself is a player in between.

Making the things live

MTS did wonderful campaigning in order to capture the market share. Look at the following video and you will find that how MTS did campaigning on Auto Rickshaws in South India. At some places MTS put canopies offering water to the passersby. MTS did mass marketing by targeting the Apartments and Residencies by offering landline phones with CUG facilities and high speed broadband.

Auto campaign in Tamil Nadu

MTS did the successful campaigning and capture the mobile broadband market in a short while. The other advantage it had was that it was roaming free and providing speed better than Reliance connect and Tata Photon even. Except MTS no other network is providing roaming free Broadband. The tariffs of Unlimited Plan and other data usage charges are also convenient enough. So, we can say that MTS stood itself in a short while in the Battles of Advertisements.

Ad-Mania of Superbowl

After a long I am back on blogging and trying to give some variation after finding time from my busy schedule.

It’s a season of Super Bowl so my topic of today is about Super Bowl Ads. Firstly let me tell you what is Super Bowl. For all of you who don't know, the Super Bowl is the NFL Championship, for American Football. American football is a sport that is pretty much just rugby with pads, time-outs, a little break in-between every play, and cheerleaders. Super Bowl is not known for its Game but for the money spent on Ads during this tournament. Every years billions of dollars are spent on the ads in this tournament. Ad agencies tries to make the ads most innovative and funniest for this tournament. And even people watch the tournament more for watching ads and getting entertained through ads.

 

Watch what Super Bowl is !!!

Now the question is that, does the money spent on Super Bowl ads makes any sense. Most Super Bowl viewers are more interested in how funny a commercial is as opposed to what it's trying to sell. More over in Super Bowl ads the competition remains so much that so many ads are shown and it becomes impossible for the viewers to remember any of the ads.

Take last year's most popular advertisement.  That one featured Betty White, but does anyone remember which product she was representing?  If viewers remember anything about Super Bowl commercials, they remember the celebrities, they don't remember the brands.

The Who.. Performing at Superbowl

Super Bowl advertising really proves one thing: consumers are fickle.  While big businesses spend big bucks on commercials that air during the Super Bowl, most viewers aren't rushing to the stores to pick up the latest products rapped by the likes of Justin Beiber. Marketing is about making a sell.  When big businesses figure that out, maybe Super Bowl spending will decline.

This year's run of Super Bowl advertisements saw its share of winners – and plenty of losers, right?

From resurrecting Doritos, dogs serving Bud Light, a Skecher celebutant to socia networking sites, this year's Super Bowl sponsors had a variety of creative ideas in store for its viewers.

Some advertisements were hilarious, and some were quite boring to say the least.

 

As for humor, it might be fair to say that the Doritos chip ads can claim bragging rights over the other slew of sponsors.

Definitely a viewers' favorite, the "Healing Chips" ad brought a 91 percent positive rating on www.foxsports.com/ads, the official site for the advertisements.

 

The good folks over at Bud Light also showed their company spirit, especially in their "Dog Sitter" ad that featured a middle-aged man offering to help dog sit while his friend leaves the house for a night.

Shifting to later that night, the dogs have been trained to host, spin music, and wait on party-goers. The ad showed one of the dogs acting as a bartender while issuing out ice cold glasses of Bud Light. Now that's a mind boggler for you, but it still pulled in an 89 percent approval rating.

There were other sponsors such as McDonald's and Bridgestone anthropomorphized animals and pets in such a way to gain viewership and popularity for their advertisements.

Bridgestone's "Karma" ad was the highest rated at 97 percent.

E-trade made a statement this year by using the "talking baby" in its run of advertisements. However, the concepts and dialogue consisted of dry humor that slowly turned into an unsuccessful joke. Still, it was very popular with viewers.

Aside from being sponsored by some of the world's most lucrative franchises, it was evident that even the most popular companies couldn't quite hold up their end of the deal.

Skechers went out of the ordinary this year when they chose to collaborate with "celebutante" Kim Kardashian in hopes of boosting the demand of its new line of workout shoes.

 

It was a very nice try, but it was obvious that regardless of Kardashian's new found fame and popularity, the viewers weren't buying that one the least bit. It received a 30 percent approval rating. That's about the same as the public's approval of Congress.

Instead of entertaining, some advertisements pushed the limits of taste

One Doritos ad featured an effeminate man on break during a regular day at work who gave off the impression that he would do anything for a bag of Doritos chips – even if it meant licking leftover chip bits off the fingers of one of his male co-workers.

 

The stereotype of promiscuous gay men was blatant, and the use of the stereotype was not an easy pill to swallow for some.

After this Sunday, surely the world of advertisement media can now be compared to sports. You win some. You lose some.

Sprite: The game of Punch lines… clear hai

The coke’s side of life is very different. It is full of happiness and joy, this is what coke was trying to show in one of its Ad Campaign that says ‘The Coke Side of life’. The product has no definition of itself that what it is. Is it a energy drink, or a refreshment or a fruit drink or a drink to make a person healthy or active. It features none of them but it has established itself as a drink that brings joy into people’s life, that makes people closer to each other and a drink that is used to enjoy the party.

Think for a while that was it possible without advertisements? Or was it possible to sell a product that has not any merit but is only a drink and if said in simple terms, is a cold drink only? The drink used as substitute for water that can make your throat cool for sometime and that can give you relief from summer for sometime. Could there be any better substitute to water? Still the Cola Manufactures are able to substitute water. This is said clearly by the Punchline of Sprite, “Bujhaye only pyas, Baki All Bakwas”. This all is made possible through Advertisement Tools. And the punch line/tagline plays a vital role in doing that. As these lines are used to spread the message that ad of a particular product wants to convey.

The Sprite’s Punchline was able to deliver what it was trying to convey and got huge success in the very beginning. But CocaCola had continually been experimenting with its punch lines. For instance, Coke launched sprite in India in 1999 and at that time the product was launched with the tagline as “Bujhaye only pyas, Baki All Bakwas” that was changed to “All Taste, No Gyan” later on. All the ads of Sprite have been complete nonsense without much creativity and innovation but still they performed well except few. The main reason behind that might be the taste of the product and  the brand value of Coca-Cola that made most of its Ads a success.

Coke(Sprite) challenged Pepsi(Mountain Dew) into the battle by making fun of Pepsi in its Ads:

Want anything more.. All Taste, No Gyan

 

The ad is spoofing the tagline of Pepsi- Ye dil mange more. The scene is something like the scene of our mythology(Mahabharata). It is not clear what the ad wants to convey but it is indirectly making fun of the tagline of pepsi(Ye dil mange more) by showing that a person wants the person drinking Sprite to do something more. But he replies “Kya more”, then he says to sing and fly kites etc. The motive of Ad is to show that persons doing something more are just making fun of public. Watch the Ad above, then it will be more clear.

 

All Taste.. No Gyan

The ad is spoofing Mountain Dew. The guys enters the shop demanding Dew(I wanna do(dew)) but the shopkeeper dint get what they are saying. And then, someone translates that they wanna do(piss). The ad is indirectly making fun of the brand- Mountain Dew.

I still remember the time when the ad of Sprite used to say, “Deewano pe naa jaao, apni akal ladao”, yes this was also line of punch for an ad campaign of Coke’s Sprite. Coke kept on changing the punchlines for Sprite as it was getting the cut throat competition from Mountain Dew. This rivalry gave birth to a new punchline i.e. “Seedhi Baat, No Bakwas”

What the company wants to show about its brand through all these taglines is pretty unclear. The first tagline straightly says that the product is made as a perfect solution to the thirst only. The punch line was having sufficient potential to compete because this was telling the USP(Unique Selling Proposition) for the brand that it is simply a thirst hunter which no other cola is. After positioning itself different from colas, sprite tried to alter its image to a position that it is the only brand that people likes most because of its taste(All Taste…). Here the brand became confused in what to convey and ultimately got ineffective. Then again, it is difficult to say that why the brand was repositioned as a brand of minded fellows(deewano pe naa…). The brand lost its equity just because of its experiments and buckled under Mountain Dew.

Darr ke Aage Jeet hai… Mountain Dew

But still it tried to regain its equity by doing some new experiments with its new punchline that indicates that it’s a drink for those who love Straight Forwardness(Seedhi baat…). In.com, in an effort to provide an innovative branding solution to Coca-Cola India’s lemon-lime beverage brand Sprite, has woven Sprite’s tagline ‘Seedhi Baat No Bakwaas’ into its email service by associating the Inbox and the Trash folder with ‘Seedhi Baat In’ and ‘Bakwaas Out’ respectively.

After that the brand again changed its tagline to “Clear Hai”. Look at this ad with such a bullshit that conveys no message and have no meaning yet it is success. In this way the ads are targeting youth of today those who loves nonsense:

Refreshing Sprite.. Clear Hai

The ad goes like stupid conversation with a frog- the sprite colored frog. The frog wants the kiss of the man drinking sprite, to become a princess. The ad shows that even frogs are crazy for sprite. The message is silly and funny both, as no one would like to kiss a frog, yet it is catchy.

It is remarkable to know that lastly the brand came up with a tagline that was the combination of all its previous taglines, “Seedhi Baat, No Bakwaas… Clear Hai”. This campaign have more creative ads in its portfolio than any of the previous one. The Ads are more funny with less non-sense.

Seedhi Baat, No Bakwas… Clear Hai

The two ads shows that how smart are the Sprite people.

Seedhi Baat, No Bakwas… Clear Hai

The Unclear goals and unrelated taglines affect the brand image and equity. Unclearly defined target market creates problems in positioning and hence occurred such kind of problems. That was not the case with the Sprite even after having stupidity in its Ads.

The brand was much clear on its goals since  beginning and positioned it as a product for juveniles through its stupidity. And though it was successful in beating its direct rival i.e. Mountain Dew. Mountain Dew positioned itself as a dink for those people who have dare to do something challenging, since beginning”Darr ke aage jeet hai”. No Doubt the campaigns of Dew were also fantastic with sufficient innovation and message in it. That is the only reason that both of the brands have developed their own brand equity.

Sprite has not applied AKAL and still made people DEEWANA of it… Clear Hai.

Mascots as Trade Symbol

The brand of any company or product is known by certain pictorial representations. These pictorial signs can be Logos, Symbols, Trade Marks, Mascots etc. that attracts the attention consumer and soon the product starts getting known of that picture. Let us see some of the Mascots which got big success in attracting the interest of consumers.

Shera - The Mascot

Shera, mascot of the XIX Commonwealth Games 2010 Delhi, is the most visible face of the XIX Commonwealth Games 2010 Delhi. His name comes from the Hindi word Sher – meaning tiger. Shera truly represents the modern Indian. He is an achiever with a positive attitude, a global citizen but justifiably proud of his nation’s ancient heritage, a fierce competitor but with integrity and honesty. Shera is also a ‘large-hearted gentleman’ who loves making friends and enthusing people to ‘come out and play’.

In Indian mythology, the tiger is associated with Goddess Durga, the embodiment of Shakti (or female power) and the vanquisher of evil. She rides her powerful vehicle – the tiger – into combat, especially in her epic and victorious battle against Mahishasur, a dreaded demon.

Shera embodies values that the nation is proud of: majesty, power, charisma, intelligence and grace. His athletic prowess, courage and speed on the field are legendary. He is also a reminder of the fragile environment he lives in and our responsibility towards the protection of his ecosystem.

There are some Mascots in Indian history who have gain tremendous success. Let us discuss about some of them.

Mascot Name: Gattu

Representing: Asian Paints

Created By: R.K. Laxman

This Gattu character got a big success in advertisement industry. It was able to appeal the nerves of the common man. This mascot shows the love of Gattu with Asian Paint that how desperate he is to paint. Look at the passion and zeal of that boy that he has painted his arms and legs even.

 

 

Mascot Name: Amul Girl

Representing: Amul Butter

Created By: Eustace Fernandes

Amul girl, dressed up in polka dots with blue hair and orange face, ruled the hearts of millions of Indians, since 1966. The ad became a roar with the tagline 'Utterly butterly delicious Amul'. The Mascot attracts the attention of Kids and Children, ultimately tending the elders one even to buy it. Advertisements are many in India yet nothing can score higher and privileged than the iconic Amul girl, which turns 44 this year, is all set to enter the Guinness Book of World Records for being the longest running campaign in the world.

 

 

Mascot Name: Maharaja

Representing: Air India

Created By: J Walter Thompson

The success of Maharaja is not hidden from anyone. What Maharaja has given to Air India might not have been given by anything else in the history of Air India. This cartoon is making the customer feel like Kings that have been served with pride. Air India is trying to give Royal Hospitality to their customers with this Mascot

Mascots are playing vital role in giving the feel of Relatedness to the customers and are very helpful in Brand Promotion.

Strategic Battle among Top Noodle Brands

Noodles market in India is not any smaller. Its around Rs. 1500 crore business in the country. Even one percentage share in this big market is worth the investment and time. When you say noodles, it pretty much mean Maggi Noodles in India. Yes, over the past one decade Nestle has been a monopoly in the noodles food segment. Maggi is the market leader with 70% market share ( Business Standard). A huge market with one major market leader is definitely an attractive one. That is one of the reason why so many players have recently launched their brand in this segment.

Few years back Reliance tried to capture the Maggie’s market with its Noodles under the private label of Reliance Select but it was not successful in doing that. Now this year the two well known FMCG players HUL and GSK have introduced their own brands of Noodles. Knorr is from HUL and Foodles is from GSK. They have launched their Noodles in variants of tastes and ingredients. Nissin’s Ramen Noodles is the most renowned brand in the World for Noodles but that is for Non Vegetarians. After all Sunfeast. Between, where is ITC in instant food segment? Yes, ITC entered the Noodles market with its Sunfeast Yippee.

So this was all about their Strategic Battle, now let us talk about their Advertisement Battles.

MAGGI(Nestle)

What do you understand from the advertisements of Maggi?? Watch them carefully…  The ads indicates towards something, and the ads are informative.

The ads of Maggi are micro family oriented especially Mother and Kids. The special focus is on the time saving factor that the noodles get prepared in 2 minutes only. One thing is very common in the ads of Maggi. Moms are wearing yellow in all the Ads- Yellow, the Maggi Color.

Maggi after establishing itself in the category of Instant Food, now launched Atta Noodles ‘Taste Bhi Health Bhi’. Yes the ad is emphasizing on the 2 factors, one is Health and other is nutrition. But we cannot ignore the main factor that is the main reason of targeting it esp. to Mothers(wearing yellow), that is it can be prepared in 2 minutes only. So, it also attract kids and children so that whenever they will demand the food will be ready.

Maggi Atta noodles contains processed vegetables in it and it promises the diet equal to 3 chapattis, with this it gave birth to the competition bringing other players to come up with noodles having vegetables in itself.

Now the companies are trying to bring more variants to this sector. Now watch he ad campaigns of Knorr.

KNORR(HUL)

Knorr in order to compete Maggi followed the same Funda of targeting Micro Family esp. kids and mom but here the message is different to some extent. The ads indicates towards Fun and Entertainment and the variants in flavors.

The ads are cartoonised  in order to attract kids, so it is very clear that the target audience are kids even here. So that Moms can serve delicious food to their children. The cartoons are used to indicate the flavor – Lemon & Tomato- Iska Magic Hee Aur.

Knorr is the king of Soups as Maggi is of Noodles. Now maggi has launched its soups and knorr has launched its Noodles to show their rivalry. But knorr gave a new dimension to the category of soups and noodles by launching its Soupy Noodles-  khaa ke pio, pee ke khao.

 

Knorr endorsed Kajol for the ad of its soupy noodles. The reason behind taking Kajol is her Motherly figure. Kajol is married and has kids so the product could not have been advertised by any other icon. Everyone has seen the Mania of endorsing Kajol in the ads of Alpenlibe. So taking Kajol as the Brand Icon of Knorr is not a bad idea.

 

Lets see what targets Knorr will achieve in the category of Instant Food.

 

Horlics Foodles(GSK)

 

The Ads of Horlics Foodles doesn’t make it clear that what different or extra it is providing to its customers. A child is eating Noodles and Mom is running behind him saying that Noodles fir-se NO, and then there is tug of war using Noodle fibre between Moms and Children – NO Bunty NO. The reason of war is that Noodle word starts with NO that itself says that don’t eat noodles. Then Foodles appear sliding the earth in the same style as in out Mythology during Samundra Manthan. The line Noodles mein NO nahin … Ab aa gaye Foodles  doesn’t gives any message but the purpose of the ad is just to catch the attention of TV viewers rest it is just emphasising on the word Foodles so that the customes doesn’t get confused between Noodles and Foodles, leading to the purchase of Foodles only, saying that we should not eat noodles but only Foodles. This is the new style of competitive branding in which a new name is given to the whole category i.e. Noodles is given the name of Foodles.

 

Sunfeast Yippee(ITC)

 

The Yippee is challenging the market of Maggi directly. Maggi noodles gets very sticky after a few minutes of cooking. So Yippee giving that message through its ads that Yippee noodles don’t get sticky even after a long time. And the ad is taking help of Cricket to catch the attention. Yippee as targeted Kidz

Yippee has come up with a sort of innovation in the size and design of it Noodles. As Maggi slices are rectangular one but the yippee noodles are round shaped, to give the ease in cooking. The round shape is for the purpose so that there should not be any need to break the noodles into pieces while cooking and the noodles come into the pan as it is. There is one more advantage of that, it gives the real feel of eating noodles because the strings don’t get break and the long noodle treads get into the mouth.

This was all the Advertisement Battle in Instant Food sector, that has just started breaking the monopoly of Maggi. And now lets see where it will come to end.

No Idea Get Idea: Mobile Number Portability

On one hand where Airtel is on the verge of Rebranding itself with new Logo, Tune and Campaigns, on other hand one of its rival telecomm company is busy in generating new ideas. I hope you might have got that of which company I am talking about. Yes, I am talking about !dea .

As the name suggests !dea always comes up with some new ideas to appease its customers. Sometimes it brings some social messages like save trees by reducing the use of paper and sometimes it brings education for all.

Teach Everyone with !dea Mobile

There are various ads in which !dea is found to be not discussing its services but just giving message to the public that what they can do with an !dea phone. The message are like bringing democracy through !dea or eradicating the language barriers through  !dea .

No Language barriers if you have !dea

So the ads of !dea are known for bringing new ideas to people suggesting new reasons to buy !dea .

After getting the Green Signal for MNP- Mobile Network Portability, !dea launched its campaign for MNP before the launch of the service, leaving no chance for its competitors to capture its market share through this MNP service. The service will allow the users to switch the mobile operator without changing the number. And !dea  is seeking for its rival’s customers to switch over to it’s network. We can very easily identify the level of SWOT analysis done by Aditya Birla Group.

!dea is trying to attract its Rival’s market share on the basis of following 4 basic issues:

1. Unnecessary balance deduction

If you have unnecessary balance deductions then switch to !dea

 

2. Excessive Mobile Bill

 

Switch to !dea if you have excessive mobile bill

 

3. Network Problems

 

Switch to !dea if you are stuck up with Network Problems

 

4. Wait on Customer care number

 

Get !dea to reach customer care immediately

 

!dea , very selectively has given the name to its campaign – No Idea? Get Idea.

The campaign says that if you have no Idea that why you are facing these problem then switch to !dea . The Ads shows the scenes of 4 different places – Office, Parking, Lift and Bus that shows its approach in targeting the places too. If you are in Bus, Office, Lift or in Underground Parking you will get the Network and Services of !dea , this is the approach in showing these places.

 

The company is expanding its business right now, though it is one of the initiator of mobile services in India with the name of ESCOTEL, yet it is still growing.

Here I have an Idea – The Idea is that I need the valuable comments of my readers about what more I can add to my posts and what are the areas of improvements.

 

WHAT AN IDEA SIR JI… tin tin tining

So, everyone please comment…

 

Airtel’s Rebranding: More of Global than Indian

After the busy schedule of 2 weeks, again I am back with some interesting and exciting facts about Advertising. I am very sorry from my readers for not posting since a week. Last time we discussed about the strategies of Bajaj and Hero Honda. But this time I am here with some different stuff.

Everyone knows that the logo of Airtel has been changed. And I know that everyone is thinking that why Airtel changed its logo and what was the strategy behind that. India's telecomm giant Airtel underwent a total makeover - it has a new logo, a remixed signature tune and a re-launched ad campaign. This massive investment has been made to create a new global identity for the Airtel brand. After global acquisition with Zain Telecom (African telecom company) Airtel felt the need to change its logo. Airtel is going to be a multi billion company worldwide. Airtel has acquired a whole lot of companies like Zain in Africa and Warid in Bangladesh. The company is trying to gain an international image -- a “new, modern, more friendly and accessible” image in the minds of all the users in these various countries. It has been changed in the supervision of advertising agency J Walter Thompson also known as JWT. It is first time after 15 years when company has changed its logo completely.

Just look at the NEW logo of airtel

And now look at the Old one

Which one is more attractive??

• The capital A has been replaced in the logo
• The red color is the prominent color in the new logo. Red color is for heritage, energy and passion.
• The lowercase is to signify humility.
• The font wants to showcase a dynamic force of “unparalleled energy”.
• Competitive Advantage: The new logo looks very similar to that of Vodafone and Videocon. Even the color and background makes it similar to Vodafone.
• Earlier Airtel’s logo was un-understandable by the people who don’t understand english, as the word Airtel was a part of Logo. Now, the logo provides global advantage.

Now watch the New and Old TV ads of Airtel…

New Ad with New LOGO, caption and tune

Ad with old LOGO and tune

Which one is more appealing??

• The new commercials feature foreign models. It makes Airtel a global brand.
• The second Ad is the old one. The ad is very inspiring that correlates the past of telecomm industry with India
   

Now listen the New and Old Airtel Tunes

The latest Airtel TUNE

Airtel NEW Signature tune

The Previous Tune

The old sizzling Music

Which one is more pleasing??

 

For the rebranding of Airtel’s  new logo company has spent Rs. 300 Crores. The new identity of the brand will be transparent all across India, Shri Lanka, Bangladesh, Africa and Seychelles.

Airtel with the new LOGO also  has introduced a new positioning statement -- Dil jo chahe pass laye and what’s more, it even has a new JINGLE which is of course made by tweaking the old one and making it more techno. And let me say something – the old jingle was miles ahead. Melodic and pleasing.

Whatever rebranding Airtel is doing under the supervision of JWT, but as per me it is not going to effect Indian market favorably. In my eyes the old logo was more catchy and old tune was more pleasing and melodious. And as the airtel is endorsing only the foreign models in its Ads, it may adversely effect the brand image. If airtel would have created another Ad similar to the Ad shown above the ‘Ad with old LOGO and tune’, it would have impacted the Indian market positively. India is known for its tradition and culture, so endorsing Indian models, showing Indian roads and buildings could prove to be more effective in the Indian market.

But, yes ofcourse the reframed Ad Campaign is significant in the Global Space and yes it will definitely bring advantage to the company on International Levels.

A complete Ad.. including new logo with animation and music.

I usually says that Innovation has no bounds. Innovation always bring some positive results. And same is the case here that everyone can feel and smell the innovation in the reframed branding strategy of Airtel. Though its effect in India is under suspicion yet its significance on the Multinational Levels can’t be underestimated.

Strategic Battle : Bajaj v/s Hero Honda

Bajaj has captured the market in India at a very high pace competing international players like Honda, Yamaha, Suzuki etc. The company has made a good reputation in the minds of customers. Bajaj was king in Scooters Manufacturing till 1990 but the entrance of new bikes and cars hit the scooter industry badly, and there was sudden downfall in the sales of scooters. As scooters were giving almost the same mileage which cars were giving but the bikes were giving the mileage more than the double. Moreover scooters were used by the retailers to carry goods from wholesalers to their shops, now this work started done on bikes and by cars too.

 

Bajaj started its business somewhere in 1960s with the launch of Vespa-150 under the license of Piaggio of Italy. After that it launched Bajaj Chetak and it became the leader with this launch. Bajaj got tremendous success in a very short duration. Later on in the year 1985 Hero Honda entered India with the launch of its CD-100 causing threat to Bajaj. Here Bajaj was going to hit badly, but Bajaj analyzed the situation very well and did a joint venture with Kawasaki Japan to compete with Hero Honda. The first bike which Bajaj launched was KD-100 in the year 1986. Though it was not successful and was not able to compete with CD-100 but this started the ADVERTISEMENT BATTLE among them. Here Bajaj was stickled to its scooters of which it was king and Hero Honda was focusing on its bike, and were giving ads of the same.

 

In 1994 Hero Honda launched its new bike, Splender. The launch of Splender hit the Scooter’s Sale badly. The bike was an excellent example of Mileage and Handling. Here it was very difficult for Bajaj to stay in the market for long as some other big giants like Yamaha and Suzuki were also trying to capture the Market. But kept on searching for new Ideas and innovating its vehicles and somehow managed to hold a big stake in the market and maintain its faith. To fight with the growing demand of Splender, Bajaj launched Caliber in the year 1998, and that was a big hit from the court of Bajaj. This gave birth to the Strategic Battles between the 2 companies

.

Bajaj kept on innovating the design and hunting for advanced technology and remained successful in searching the solutions for good mileage and pickups. It took a while for Bajaj to establish faith and trust in the minds of customers for its bikes. Earlier Bajaj was following the same concept for advertising which the Hero Honda is yet following. Look at the above ads of Bajaj. The ad are showing the love of people for Bajaj Scooters. It is showing that the Bajaj is making relations strong and as it is an Indian vehicle, it can change the face of the nation. “Naye Bharat kii nayi tasvir, HAMARA BAJAJ”

 

READ MY PREVIOUS POST TO WATCH THE ADS OF HERO HONDA

As I mentioned in my PREVIOUS POST, here you can observe that this concept was earlier opted by Bajaj and now followed by Hero Honda. I am here, talking about the concept of focusing on Indian Traditions and Culture, showing Families, focusing on relations and passion to do something for the nation. These all things were done by Bajaj in previous years. And these tactics proved to be the nerve of the Nation. Look at the above ads, the thing will be very clear. The ads are showing the roads, the handling of scooters on these ‘kaccha’ roads, then family and children and their relationships. This all made Bajaj to develop faith in the hearts of the customers and arouse emotions in their heart towards Bajaj.

 

Now, instead of following the same pattern Bajaj has changed its way way of Advertising its products. Instead of touching the heart and nerves of the audience Bajaj is trying to bring innovation in its ads by showing some epic or some idea behind its ads. It is true that Bajaj has spent millions on researching the newer technologies and variants in designs. Apart from that it is also true that Bajaj has spent quality time and money with its Advertisement Partner MICA to bring innovations in its Ads. Watch these videos of Bajaj Pulsar Ads, here you will find many innovative ads in this video.

Watch the innovation in this Ad that shows 3 DTSI models of Bajaj.

 

Here one thing more is very clear that whatever the bike Bajaj has launched, it has a purpose to compete another bike of Hero Honda.

Bajaj launched KD 100(1986) to compete with CD 100(1985), Caliber(1998) to compete with Splender(1994), Legend(1998) to compete with Street(1997), Pulsar(2001) to compete with CBZ(1999), Discover(2004) to compete with Passion(2001), Wind(2003) to compete with Ambition(2002), Caliber115(2003) to compete with Splender Plus(2003), CT-100(2004) to compete with CD Dawn(2003), Pulsar 220(2007) to compete with Karizma(2003) and now NINJA(2010) to compete with Karizma ZMR(2009). During this period various other models were also introduced by both the companies and some were mere modification. But it was not significant to mention all the models.

So this was the Strategic journey of Bajaj in its Battle against Hero Honda. Keep visit Advertisement Battles to read more such Battles.