Posts by freshbrew team

Men are back or are they?


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Whether it’s a myth or reality the metrosexual male created an entirely new code of masculinity. And the burgeoning personal grooming market has been enjoying every minute of it. So taking note of the hoopla and with a portfolio analysis in tow, I summarized that a few of the brands have slotted themselves ‘lifestage wise’, focusing on the vulnerable spots in each.

Men! Vulnerable!! Personal grooming!!! What do they have in common? Easy to conclude. The most obvious weak spot was in the mating game right? And who better to plug that gap than Axe/Lynx. As always, it picked you up at the oncoming of puberty and kept the hopes riding high.

I’d like to call this code of masculinity the ‘Don Juan symptom’. It’s really about the dreamer who wants to seduce and…
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The ’sachet’ of mobile phones questions the concept of brand stature


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Whoever thought Micromax would become the No.3 player after Nokia & Samsung!!! Please make way for a slew of upcoming brands that have redefined expectations in the mobile phone market. For years growth in this market was observed through increased penetration and more importantly upgradation by users up the value chain. Better features at premium prices & brand stature that ensured covert admiration from others, was the way to go. In short higher price meant a better model in every way. Of course the queues continue to inundate with every rumor from the Apple stable. And these days the Android version is creating excitement, with customers showing no concern for the premium pricing.

But there is new wave in India, where enterprising businesses have started to twist the multinational muscle to create a new…
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Let’s play ‘house house’


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Little girls have forever enjoyed putting things together to make their perfect doll house. It’s fun really when one doesn’t have to be bothered with the chores of shifting large suitcases etc. When Ikea introduced modular furniture all I could think of was that cute little doll house and the joy of fixing the jigsaw. Not just furniture, one could put an entire room together in no time. Every Ikea showroom is like a mega mega mall, that has all that you ever need to make a house, a home.

So shouldn’t advertising for this be just as fun? What i so totally adore about Ikea is just that.

While most of Ikea furniture is assembled by home owners, the issues linked to the same have been raging for a while now. That hasn’t…
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Social media experiences + Live experiences = Bigger beer or brand belly


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Goes to say that experiential marketing is alive and kicking. The world has become a smaller place but not all of it has shrunk into mobiles & laptops. A few practical problems do need some very practical and ‘real world’ thinking. Andes Beer ensured boys could stay boys, with their ambient idea titled Teletransporter. Apparently these techie contraptions were installed in bars in Mendoza, Argentina. These booths let the ambient sounds speak on behalf of ‘boys-who-love-their-beer-with-friends-in-bars-without-their-girlfriends’. It signs off with a conscience uplifter: Why lie when you can teleport?

So some queries bother me as a student of advertising. Not as a pessimist, but as a tech-amazed, wide eyed, excited soul who would like to apply technology as a whole rather than the sum of its parts.

Q 1: What creates lasting impressions? Many…
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Virgin Trains takes the zombie outta you


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Of course we’d relate to any thing that celebrates ‘comfortable travel’ and demonizes roadblocs/airport chokes etc. Any urban city that’s a hub has scores of people who wish they could have  just said ‘Beam me up, Scotty’. Virgin Trains has launched a new campaign titled ‘Don’t Go Zombie’ (created by MCBD, London), simply stating the obvious in a refreshing new way. Using graphic comic book illustrations, it’s an eye catcher and not unlike Virgin. Given the volcanic ash clouds and pile ups on the roads, traveling by train doesn’t seem that bad after all.

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