Posts by freshbrew team

An outstanding Creator meets his Creator. Steve Jobs, iBidgoodbye but not quite yet.


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iCried today. Rarely has a perfect stranger caught me off guard like this. Then I realized I wasn’t alone. Many more through scores of bytes zipping across the smallest & fattest pipes were expressing their deepest void like never before. It seemed like a favorite toy had been pulled away from us. We were adults for God’s sake. Then why was there such an outpouring of emotions? The last time I felt sadness (like real sadness for a stranger) of a different kind was when MJ moonwalked away.

This post is a short & sweet one. Much like what Steve did to the many contraptions in our lives. Made them short, sweet & simple. The many words of gratitude continue to flow & I paused for a few moments wondering why across the world,…
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Indian Cinema…riding a change of sensibilities? (A slice from the cinema pie by Sherly Mathew, Strategic Planner, L&K Mumbai)


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As young pseudo intellectuals waiting to join an advertising institute, we arrived with a certain aura around us. Living up to the stereotype – a weird dressing sense, self-created jargons, anthems of a different kind (read GMD and Sutta), gyan -  lots of gyan  and of course love for music and movies. And this is where we also took a good hard look at cinema.

Ah! but here comes the disclaimer (I know it should logically come in the beginning but then, logic main woh magic kahan)

I am no cinema expert with intelligent sounding views. I was just fortunate to be taught by a brilliant professor who asked us to explore World cinema while appreciating Indian cinema.  So what follows is my understanding/observation of what’s new and refreshing to see and be…
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In India, every individual is the HERO. The nation builder.


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Rings true with most I am sure. And that’s the simplicity of the approach in the new television commercial created for Hero MotoCorp. The launch timing of August 15th is also a reminder of the historic day when we (India) became 100% Indian. In mind, body & spirit. No different from the split of Hero from Honda, to build an independent identity that smells of a bold Indian flavour.

The new logo stands for the new face of India – that youthful energy and ‘can do’ spirit. It is in true sense the “Indian Catapult” which signals that while it is deeply rooted in Indian values, it is also poised to go for global expansion – a Leap of Faith.

“It is not just a change of name, it marks the ushering in of…
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When woods whistle…pancakes sizzle


   3

There is a discomfort in crowning W-O-M as a marketing tool (if it’s word of mouth, it needs no formulaic initiative right!!). But it is a necessary truth for any marketer. It is genuine. It can be contagious. And it can create good vibes for the brand more often than not. But W-O-M is meant to be subtle. Not choreographed. Then how does one ensure the right message gets whispered from ear to ear.

Look at the times when it has been attributed a bad name. The nefarious MMS clips & dirty pictures. The scandalous truths about celebrities & brands, takes new dimensions when it gets passed around. Then there are the good W-O-M examples: Like joke mails and the very irritating ‘blessings on the condition that you forward, else you will lose your…
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Who you idolize is who you don’t become!!


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It isn’t wrong English or grammar. It’s the truth as I’ve observed. I’ve believed for years, rather grown up with the notion that role models are a benchmark of all things you want to be. Partially true, as I had many role models for I realized I wanted a little bit of ‘many’ rather than just ‘one’. I suspect that’s the case with you too. What’s interesting to note is this: I wanted to have the presence of Indira Gandhi, the free spirit of maverick Howard Roark (Fountainhead), the speed of athlete PT Usha & Florence Griffith-Joyner, the power in my chords like Toni Braxton & the style of Zeenat Aman. Aaha! That would have turned me into a sci-fi hero. ‘Coz it meant picking attributes from different decades…even fiction and creating this unique…
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