BRAND

MARKIVE
>>pg 08

SPECIAL
STORY
>>pg 14

Brand Lover
Marketing

FAUX PAS
>>pg 07

COVER STORY
PIONEER
>>pg 19

EDITORS NOTE
Dear Readers,
Just as a new bloom spreads fragrance and freshness around, may the New Year add
a new beauty and freshness into your life and with this thought we bring the first
edition of the year of our magazine The Marksman.
The title of the cover story for this month is Brand Lover Marketing that gives you a
glimpse of how brands leverage the loyalty of their customers to form an influential
sales force.
A fun section of Brand Markive on Hamleys, is sure to take you back to the toy store
you glared at as a little kid and if that werent enough our Special Story will take you
through a ride of Walt Disneys Disneyland and the sheer marketing magic it has
fashioned over the years.
An interesting read about Oreos 'Wonder filled' Campaign in the Hallmark Campaign
section is dedicated to all the lovers of this sweat treat. In Pioneer we pay our
homage to one of the most legendary music artist that ever lived, the incomparable
Mr. David Bowie.
Dont miss out the Bookworm section, if you want to find about a book that might
just change your views on the importance of EQ as a strategic tool.
We are delighted to announce Harinder Kour from Institute of Management, Nirma
University, Saransh Mahajan from XLRI Jamshedpur and Ria Dalwani from Great
Lakes Institute of Management as the winners of our Call for Articles section. We
thank all our participants for sending their articles and encourage them to keep
writing to us with same fervour.
We would appreciate your feedback and articles in the future as well.

Feedback is always welcome and we would appreciate and acknowledge if

our readers keep writing to us. Stay connected with us on
www.interfacesimsr.com/the-marksman.
Enjoy Reading!
TEAM MARKSMAN
The Interface The Marketing Club of SIMSR
@marksmansimsr

JANUARY 2016

01

Contents

02

TWEETS

03

ITS ALL ABOUT AD-ITUDE

05

MARKETING FAUX PAS

07

BRAND MARKive

08

COVER STORY

10

SPECIAL STORY

14

Hall-MARK CAMPAIGN

17

PIONEER

19

REWIND

21

BOOKWORM

23

KICKSTART

24

FEATURED ARTICLES

25

SQUAREHEAD

34

BUZZ

35

THE MARKSMAN

# TWEETS
#TasteTheFeeling
#Apple #iPhone6s pre-orders
to start mid September this
year, new leak reveals

Coca cola has recently launched six new ads touching upon its latest campaign
Taste the feeling. They plan to take this campaign globally. The idea is to modify the
positioning of Coke and make it a staple drink. The effects of the campaign would be
visible February onwards when the bottles of the variations of Coke would all have
similar packaging with minor differences. This would result in common
advertisements for the brand, reducing the costs for Coca Cola. The new campaign
of Taste the feeling, will take Coca Cola back to its music connections, something it
has always had. Moreover, this new campaign is going to replace the memorable
Open Happiness which is seven years old. In India, specifically, the new campaign
will shift the focus from the celebrity endorsers of the brand towards the actual
product. Some global ads will also be run in India.

JANUARY 2016

03

TWEETS
#RajasthanTourism

Recently a new campaign has been

launched for promotion of Rajasthan
Tourism. The campaign aims at showing
various aspects of Rajasthan. The
advertisements released so far as a part
of the campaign showcase different
kinds of people and how they see
Rajasthan to be. The aim is to change
the perception of people towards
Rajasthan and make it a popular tourist
destination for all.

04

#MahindraKUV100
Mahindra & Mahindra launched a new
campaign to promote their latest
product, the KUV 100, which is going to
compete in the SUV category. Varun
Dhawan has been made the brand
ambassador of the campaign and a
television advertisement featuring him
has been released. The company came
up with a highly customer engaging
promotional campaign in which users
were asked to send in Dubsmash videos
of their feelings on seeing the new SUV
for the first time. Users stood a chance
of winning the car. The first video was
made by Varun Dhawan, increasing the
popularity of the activity. Entries were
flowing in even after the deadline,
confirming the success of the campaign.

THE MARKSMAN

ITS ALL ABOUT AD-ITUDE

The ad campaign designed for
the French Ministry of Health
highlights the emergent issue
of obesity amongst children. A
unique concept, art directed
and copy written by David
Lesage, features an illustration
of an ice cream, topped with a
big belly in a form of ice-cream
scoop.
The
copy
reads
Lobesite commence des le
plus jeune age, meaning
obesity starts at a young age.
The French Ministry of Health
ad campaign addresses the
big issue that many children in
the Western world are afflicted
from: obesity. With easy
access to junk food in addition
to decreased physical activity,
it is no surprise that parents
are having a hard time keeping
their offspring happy and
healthy. Or, more realistically, happily healthy considering that what kid wouldn't be
happy playing video games and eating junk all day. The campaign created a lot of
positive buzz in France and directly resulted in more awareness about obesity
amongst children and the chronic effects attached to it.
TELEVISION AD
Client: Beats by Dr. Dre/Beats Solo2
"The Game before the Game"
Entrant: R/GA London
Production Company: The Sword Fight Los Angeles/Rock Paper Scissors Santa
Monica/Brewster Parsons

JANUARY 2016

05

ITS ALL ABOUT AD-ITUDE

The Game Before the Game' campaign goals were to position Beats at the heart of
World Cup 2014, dominate coverage around athletes, be part of the biggest World
Cup moments, increase online engagement amongst football fans and be the
number-one-selling headphones of the World Cup.
In addition, 360 degrees of communication to maximise breadth and depth of reach,
by highlighting certain athletes when they were the talk of the tournament. For the
semi-finals they collaborated with Jay-Z to create a two-minute remix of the film,
featuring original lyrics about The Game before the Game'.Custom Beats
headphones in team colours were delivered to the top teams in the tournament.
Despite the ban, the players continued to wear them, drawing even more press
attention to the brand and their campaign.
At the end of the World Cup, each player from the winning German team received a
special pair of 24-carat gold Beats, delivered to them by Naomi Campbell. The
impact of this campaign leads to $50m in PR value and 130% growth in online
headphone sales.

JANUARY
2016
06

05
THE MARKSMAN

MARKETING FAUX PAS

Teme the terrors of a wrong spelling!

Every brand wants their name to be

written in the sky. Some even get it
done! Coca Cola, when trying to
expand its market in Cuba, decided to
use the sky as their canvas by writing
Tome Coca Cola, which in local
language read Drink Coca Cola. The
stunt, which was sure to get the
attention of thousands of people,
backfired in a few seconds when the
winds turned against the soft drink
giant. A blow of air distorted the writings
in the sky and the message now read,
Teme Coca Cola or Fear Coca Cola
in the local dialect.
A message in the clouds gets noticed.
And the consequences are heavy.
Realizing that this small turn of fate will
cost them millions of dollars, Coca Cola
tried to act smart. In order to prevent
the effects of this incident, the company
decided to go with the fearful image it
had earned amongst the crowd. Very
soon came an ad campaign around bull
fighting, a Teme Coca Cola lithograph
which

JANUARY 2016

warned competitors to fear the company.

Indeed a smart way to use the blow of
the wind to take the marketing campaign
forward. While the merchandise and
posters read Tome Coca Cola for
customers, the company claimed
dominance in the market with the
powerful poster.
All great intentions, but the attempt once
again failed miserably. Turns out, bull
fighting was termed illegal in Cuba. The
campaign not only collapsed to the
ground, it also earned criticism from
government organizations, NGOs and
other institutions in the country. Coca
Cola was in such a hurry to mend the
huge error in the air that they did not do
the required research before releasing
the campaign.
While the blow of the air could be easily
excused for uncontrollable reasons, the
following attempts to save the incident
are definitely a gaffe of a lifetime. It is
difficult to determine what got them into
more trouble, but it is clear that the latter
pit was dug by Coca Cola itself. When
going global, language and culture play a
very crucial role in deciding the
marketing and advertising campaign.
Coca Cola has been victim to more than
one such incidents and it turns out they
learn very little from their experiences.
Sometimes even the bull needs to Teme
the wrong move.

07

BRAND MARKive
Hamleys:
The Toy Story
Once upon a time, a good two and a
half centuries before present day, a
small toy shop named Noahs Ark was
born in London in 1760. Since then
the toy shop has grown bigger each
year, delighting children and adults
alike around the world.
Today when you enter a Hamleys
shop, the first thing that happens to
you is a wide awake smile. Then you
look around, and watch every toy with
childlike curiosity and wonder how
such lovely things came into being.
Hamleys was founded by William
Hamleys in London in 1760. In 1837,
Queen Victoria came to the throne
and
Hamleys
became
wellestablished. The most popular toys
during that time were pull-along
wooden cats, jack-in-the-box and
tumbling clowns. With the onset of the
industrial revolution in Europe,
urbanization thrived and gave rise to
increasing middle classes. The
demand for toys increased and toys
no longer remained the privilege of the
rich households. This was the time
when Hamleys started focusing on
commercial toy making to cater to the
new demanding toy market. In 1881,
Hamleys opened a new branch in
Regent Street, London, which today is
the headquarters of Hamleys

JANUARY
2016
06
08

From 1843-1916, Hamleys moved into

new profitable markets catering to
demand for exploding cigars and rubber
noses. In 1900 Hamleys was responsible
for marketing a new craze ping pong.
Hamleys faced hard times during the
First World War. At the time, foreign
imports were banned and Germany was
the worlds number 1 toy-maker. But soon
British made toys were again restored on
Hamleys shelves. During the Second
World War, the Regent store was
damaged by bombs five times. But
Hamleys persevered during tough times
and continued to serve customers at their
doorstep.

07
THE MARKSMAN

BRAND MARKive

Today the flagship store in London has

seven floors with more than 50,000
toys on sale. It is a major tourist
attraction and receives around 5
million visitors each year. It has 10
outlets in the UK and nearly 50
franchises
worldwide.
Hamleys
entered the Indian market in 2010
through exclusive franchise agreement
with Reliance Retail. Reliance has an
ambitious plan to open 20 outlets in
India by 2016. In 2012, Hamleys was
sold to a French company Groupe
Ludendo which operates close to 300
toy shops across France, Spain,
Belgium and Switzerland.

JANUARY 2016

Off late Hamleys has been criticized

my marketers for not making the best
use of the e-commerce medium,
especially when competitors like Lego
have a strong online presence.
Hamleys still believes in providing a
grand in-store experience to its
customers and is not delving too much
into online space. It focuses on direct
marketing, advertising, events and PR
to
engage customers.
Hamleys
provides a dream like experience to its
visitors and as long as they do this, the
magic of Hamleys will live on.

09

COVER STORY
BRAND LOVER MARKETING
As Peter Drucker points out The aim of
marketing is to know and understand
the customer so well the product or
service fits him and sells itself. Brand
lover marketing is one such concept
that takes over the traditional form of
marketing. Traditional form of marketing
is the simplest form of marketing which
incorporates many forms of advertising.
Traditional form of marketing is divided
into four categories which are print,
broadcast, direct mail and telephone.
Every company has to necessarily be
involved in one or the other form of
such advertising depending on what
budget the company is having.
Some of the traditional marketing
campaigns
are

McDonalds : You deserve a break

today
Nike:

Just
do
it

Marlboros
:
Marlboro
Man
Coca-Cola : The pause that refreshes
Volkswagen : Think small
But, nevertheless, the shift from
traditional form of marketing to brand
lover
marketing
is
a
positive
replacement.
While Brand may be characterised by
any name, term, design, symbol etc.
and it is used for distinguishing
between different sellers the

10

concept of brand lover marketing is

needed to rescue these brands. The
loyalty towards the brands which seems
to be dying out must be retained and
this paves way for brand lover
marketing. Emotional content generates
a sense of love and a sense of
belongingness
to
the
brand.
The customers feel a connection with
the brand from an emotional point of
view. High sense of love and
belongingness towards a brand is very
important because in todays competitive
market, there are numerous brands to
choose from for any product. Any brand
shall aim to get into the category of cult
brand and that requires a great deal of
love and belongingness. From here
Brand Lover Marketing gets its other
name
Cult
branding
.
IMPLEMENTATION
OF
BRAND
LOVER MARKETING
This practice can be seen as
implemented in many companies. There
is shared consciousness of liking the
brand like a necessity and the behaviour
associated is ritualistic. Loyal customers
are seen to be persuading their family
and friends for trying the brand and it
certainly goes a long way in creating a
new customer base for the brand.
Creating long term bonds with the
existing customer line goes a long

THE MARKSMAN

COVER STORY
way in establishing connection with the
brand.
Amazon
Being customer focussed is the key to
success as said by CEO Jeff Bezos who
tops the list of outperforming CEOs by
Harward Business Review. Since its
inception in 1994 , Amazon has made
every possible trial to make online
shopping experience a delight for its
customers. The customers are always
looking forward to the new strategies of
brand. Apple has definitely been able to
give the ability to its customers for
whatever product enhancements they
want and also a community where they
belong. The products which they
produce are in sync with what is
required
by
its
customers.

Amazon which has tasted success by

developing a customer base of around 30
million people. It has thus become the
customer obsessed business leader by its
ability of utilizing brand lover marketing.
Apple
Self-empowerment and self-fulfilment can
be combined to build the epitome into one
brand that is called Apple. It doesnt just
build products, rather it builds products for
its fans that are loyal and faithful and
display the true sense of love for their

JANUARY 2016

Harley Davidson
Sometimes a company has to face
some kinds of constraints due to which
it may be in a dilemma as to how to
finance its campaigns related to
marketing, advertising etc. So, at that
point of time i.e. in 1983, then CEO
Vaughn Beals announced the launch of
the Harley Owners Group which was a
way to connect the lifestyle of the
people with the brand. Thus, the most
faithful customers were retained and it
also led to the spread of the customer
base. Also, along with brand lover
marketing, there was Guerilla marketing
which was also being used there. This is

11

COVER STORY
approach because the time spent by the
plane on the ground exceeds that spent in
air. But, the Southwest Airlines dared to
think differently and they rely for profit on
their employees. So, they are successful
in creating that bonding between the
employees and the Airlines that it creates
a huge difference. More planes are put in
the air through quick turnaround. They did
not use techniques like cutting labour
Another concept or a marketing costs and purchasing cheap equipment
strategy which is different from other and this is what sets them on a different
conventional methods of marketing track altogether. This is what proves the
because in it what the marketer does is
to create a more of a personal memory
in the minds of the consumer by
grasping
his
attention.
They increased the customers by
starting to sponsor rallies around the
country. They solidified the present
communities. The people developed
interest as they were invited to try the
bikes and thus half a million Harley uniqueness of brand lover marketing.
enthusiasts were attracted. The feeling Volkswagen Beetle
of raw freedom was the idea used to As of today , the Beetle is the best-selling
make brand lover marketing sustain.
car of all time without a doubt. But, there
Southwest Airlines
was a time in 1948 when the car was not
The idea on which Southwest Airlines is believed to be able to sell itself because it
built is that the loyalty begins with the was associated with Nazi Germany.
employees. The profitability depends Volkswagen first brought in twenty Beetles
entirely on the employees. But the in to the US for a private showing in the
major step taken by Southwest airlines city of New York and also to the
is unconventional because the basic International Trade Fair which was held in
ideology of making profits has been Chicago. Despite of initial setbacks, the
changed by the Airlines. Even though company did not let it get in its path and
the conventional approach says that thus, soon its trials began to show as a lot
flying short distance is an unprofitable
of word-of-mouth was generated. The

12

THE MARKSMAN

COVER STORY
unique opportunity to the company to get
to know the loyalty of its fans. People of
all ages can be found to be die-hard fans
of WWE . The fans are vocal enough to
make the whole wrestling universe know
their presence. It is the only international
brand which entails in professional
wrestling. The whole empire is a lively
example of how association with a brand
can be essential for the survival of the
advertising
campaign
was
also
designed in such a way that it was not
boastful like other brands as they were
able to develop a unique marketing
message. The ads were really very
frank,
direct
and
honest.
The
memorable print ad said Think Small
and it was able to capture peoples
interest and generate a kind of love for
the brand because it was so down to
Earth and easy to connect to. The
unique design and honesty in the
advertising is an awesome combination.
The Beetle was able to connect to the
free-thinkers. Also, the strategy also
included not showing any driver in the
car and the funky-shaped lovable car
was able to succeed in making the car
connect directly with the customers. The
thinking person was the owner of this
car. They used to say Look!! How much
I didnt pay for the car, instead of how
much I paid for my car!!

brand itself.
All these examples go on to show how
effective brand lover marketing is for the
company and the longevity of its
customers. The company grows along
with its existing customer base and
ultimately it results in a better marketing
experience for the customer and better
growth, competition and profitability for
the company.

WWE
World Wrestling Entertainment is the
best example of brand lover marketing.
The live matches of the WWE provide a

12
NVEMBER2016
2014
JANUARY

THE MARKSMAN
11
13

SPECIAL STORY
WALT DISNEYS DISNEYLAND
CREATING SHEER MARKETING MAGIC!
Walt Disney has touched many hearts;
of kids and adults alike! The Disney
theme parks, merchandise as well as
movies; all make us go down memory
lane and revisit our golden childhood.
Disney truly has a magical touch which
propels the brand to taste success in
such a big way and win audiences over
and over again! This magic can be
detected in Walt Disneys marketing
mix.
Walt Disney has three main products
Movies, Merchandise and Disneyland.
Disneyland is one of the most profitable
theme parks in the world, having a chain
of these parks placed in five different
countries across the world.
This product of Walt Disney guarantees

a once in a lifetime experience that will

leave you bedazzled. You get to meet
your favourite characters of Walt Disney,
go on thrilling and super fun rides and
basically, experience the magical world
of Disney, first hand!
Since Walt Disney is focussed on

14
NOVEMBER 204

involving the mass population, the pricing

is thus fixed, keeping in mind the middle
class as Disney wants all kids and their
families to have their merchandise and
enjoy
them
through
ownership.
Disneyland tickets thought not cheap, are
neither priced so high which would
prevent frequent trips. Most Disney
loyalists visit the parks many times a
year!
Walt Disney promotions are mainly
holistic and done in an internal manner.
Disneyland parks and its movies rarely
need to be pushed as people often wait in
anticipation for the next movie to come
out or to go on their next trip. Various
tours and packages are promoted which
make it hassle free for people to visit
Disneyland.
The people of Disney are known to be
very polite and inclined towards their
customers. Disney has its own training
university for training its theme park
employees and customer representatives.
They believe that a single customer is a
direct contributor to the bottom line of the
company as he will later bring in a dozen
more customers to Disney with a positive
word of mouth.
To experience the physical evidence of
Disneyland, one must hear the praises
showered for it by people who visit the
parks. The taglines of Disneyland which
include, the happiest place on Earth,
where the magic begins and where
dreams come true; are accurate and truly

THE MARKSMAN
13

SPECIAL STORY
loved by the people.
Disneyland operates on a large scale
with over 17 million guests in a year
only in Florida. This scale brings in
success but also puts a huge overhead
pressure ($100 million in maintenance
alone) on marketing to constantly
attract visitors and capitalize on every
spending opportunity. In spite of this
massive pressure, Disneys marketing
department has been delivering magic.
There are 5 ways the theme park
continues to drive exceptional results
by Embracing New Technology like
MagicBands wearables; by Using Data
to Inform Decisions and optimize
everything from staffing to location of a
food vendor; by Optimizing User
Experience
through
streamlined
processes; by Balancing Accessibility
with Exclusivity and; by Delivering
Unexpected Moments of Magic like
parades, surprise performances, etc.
Disneylands main customer base is
actually local Residents who hold
Annual Passes come several times a
year. Disney applies certain strategies
to create freakishly loyal customers,
which are
All Theming, all the time Disneys
theming is immersive, complete and
cheesy yet classy.
Immersion Fans keep coming back
not for the rides, but because theres
always more to see. Disney maintains
constant interest by making interesting,
interactive queuing areas for the rides.
Everyones a princess Disney staff

JANUARY 2016

treat guests like snowflakes. Cast

members greet little girls with balloons,
badges and tiaras at random. The
perpetually bubbly staff are extremely
considerate to guests with disabilities and
make sure everyone feels special.
Mining the mythos Disneylands
greatest product is its own mythology. It
never lets anyone forget its past
successes as its parades are a constant
triumph of its classics.
Its all about perspective The Disney
team used the concept of forced
perspective to design the entire park to
look bigger, including the Sleeping
Beautys castle. How was this done? Just
like a painting, one can adjust the size of
things to make them appear closer or
further away. This forced perspective was
carried out throughout the park by the
team. For instance, they alternated the
sizing of the trees and boulders on the
Matterhorn, so that the mountain appears
bigger and in the brickwork of Sleeping
Beautys castle.
Every detail counts If one notices the

15

SPECIAL STORY

venting systems carefully along the

path by the candy shops, these
machines actually pump out very
delicate scents to help set the right
mood. Theyre reportedly vanilla candy
goodness all year, except during the
holidays when scents of cinnamon fill
the air.
Fan Engagement - Getting fans to
interact with brands is one of the most
important strategies in marketing today.
For years, Disney fans have made their
way to Disneyland to enjoy the park,
but there is also a subset of rabid fans
who go back for another "hidden"
reason. At Disneyland, the Disney
team has planted hidden Mickeys
throughout the park and for decades
Disney fans have been heading back
mainly to try to discover and share all
the hidden Mickeys in

16

the park.
Lessons in Outsourcing - Imagine if
you were in the dark tunnels of the
Indiana Jones ride when a mouse
suddenly squeaked and ran over peoples
toes? Not only would this completely
gross out park goers, but it could cause a
mayhem that is
potentially dangerous and would most
likely
damage
the
company's
reputation. On the flip side, spraying the
park with heavy-duty pesticides doesn't
really seem like an appealing option.
Disney
understood
this
conundrum. Disney outsourced this dirty
issue by having local felines roam the
park at night to take care of the mice and
bugs. This tradition continues today
along with other creative pest control
ideas like releasing ladybugs at night.

THE MARKSMAN

Hall-MARK CAMPAIGN

Oreo Unveils Animated 'Wonder filled' Campaig

Having wrapped up a year of successful
market predominance across the globe,
Oreo is onto its next creative drive, with a
major new campaign dubbed Wonder
filled. to celebrating its centennial. The
whimsical, animated, distinctly upbeat
campaign is Oreos first from The Martin
Agency which is known for its out of the
box humorous campaigns. In this Oreo
advert the agency presents witty, illusory
scenarios about how sharing an Oreo can
transform negative outcomes into more
positive ones. Though the creative
approach is intentionally childlike, but is
aimed at adults.
The campaigns catchy Wonder filled
Anthem, written by Martin Agencys
creative director Dave Muhlenfeld himself
and is performed by Adam Young, from
the American alternative band Owl City.
Young was chosen because his style of
music embodies sanguinity and a
carefree nature, according to Oreo parent
Mondelez International.
The campaign aims to be reminiscent for
adults about how a small thing like an
Oreo can bring happiness to even the
darkest of times and vilest of people, Oreo
Brand Director Janda Lukin told Creativity
Online. "Kids already have a sense of
wonder in how they see the world and
interpret it, but adults need to be reminded
of that, she said. The stories are going to
resonate with

16
JANUARY
2016

different people, but overall, it's an

adult campaign. Other components
include digital and cinema ads, radio
promotions to introduce the new Oreo
song in the top 10 media markets,
ongoing
Facebook
and
Twitter engagement, public relations
and some big stage events,
according to Mondelez.
One such event took place today in
New York City, where more than 500
a Capella singers including The NBC
Sing Off winners Pentatonix, who
sang the Wonderfilled song in
locations across the city. The event
culminated with a sing-a-long with
Owl City in Union Square. Oreo
shared video highlights from the
event on Vine throughout the day.
Oreo has enlisted local a cappella
groups to stage similar events in
Chicago and Los Angeles. The
advertising creative amounted to a
2.1m marketing investment aimed

THE MARKSMAN
17

HALL-MARK CAMPAIGN
aimed at driving growth of demand for
Oreo within biscuits by attracting
incremental consumers to the category.
The campaign also included Video-onDemand, Social Media, Product PR,
Sampling and In-store Promotions. The
first look of the campaign was launched
on TV during an episode AMCs Mad
Men with the aim of getting exposure to
the audience of the highly popular
show which manly consisted of adults.
Its a lovely cartoon but at first viewing it
is a surprise that Oreo chose a cartoon
of nursery rhyme characters to increase
brand awareness in adults. And as with

18

any marketing campaign, the proof of the

pudding is in the eating. The ad on
YouTube hit more than 250,000 views in
only 5 days! The vivid and heart-warming
Wonderfilled campaign has been
immensely effective, Not only the
consumers got engaged with the brand;
they were engaged with the brands
message. Consumers have taken to
creating and sharing their own versions
of Wonderfilled on social media. So
lets wait and see and who knows,
maybe this is a genius branding angle
and the Oreo brand will be associated
with wonder for ever more.

THE MARKSMAN

PIONEER
David Bowie
It is nearly impossible to articulate the life
of a man considered to be the godfather
of glam rock and the patron saint of
defiant outcasts in mere 400 words. Even
the best of ones attempts would fail to
capture
the
flamboyance
and
extravagance that the great David Bowie
personified. But heres my attempt to
decode the icon that fell to the earth
(Movie featuring David Bowie) and
changed the face of Rock and Roll.
Born and raised in South London, David
Bowie was an English singer, songwriter,
multi-instrumentalist, record producer,
painter, and actor. A figure in popular
music for over five decades, he was
considered an innovator and a pioneer by
critics and musicians. His interest in
music as a child, led him to eventually
studying art, music and design before

JANUARY 2016

embarking on a professional career

as a musician in 1963. At the age of
15, Bowie formed a band named
Konrads, but frustrated by his band
mates limited aspirations he quit the
band. Post that he became part of
several bands like King Bees, Manish
Boys and The Lower Third to name a
few and all his collaborations resulted
in commercial failures.
But on 11 July, 1969 (five days prior to
Apollo 11 launch), David struck gold
with the release of his single Space
Oddity and from thereon there was no
looking back. In 1972, he created his
most
successful
stage
show
character,
Ziggy
Stardust;
a
flamboyant, androgynous alter ego. All
of his work, be it Ziggy Stardust or
The Thin White Duke reflected the

19

PIONEER
subconscious yearnings of his
generation.
Davids endeavours were not
restricted to music or acting only. As
it happens he was also a financial
pioneer. In 1997, he issued the
popular Bowie Bonds; one of a kind
celebrity
bonds.
Prudential
Insurance Company of America
bought the bonds for $55 million.
In the late 90s he launched a bizarre
internet service called BowieNet,
which was not only an ISP that came
with some access to Bowie material,
but also let people explore a 3D
world populated by Bowies imagery
and music.
During his lifetime, David sold an

20

estimated
140
million
records
worldwide. In the UK itself, he was
awarded
nine
platinum
album
certifications, eleven gold and eight
silver. In the year 1996, he was initiated
into the Rock and Roll Hall of Fame.
He elevated his music to what can only
be described as an art form. One could
never predict or pigeonhole David
Bowie as he was in a continual state of
change. He influenced the lives of his
fans in the truest sense.
On 10 January, 2016, David bid
goodbye to the world after his 18 month
long battle with cancer. But he exited
the world in pure style. Just two days
prior to his demise, on his birthday, he
launched his new album, Blackstar.

THE MARKSMAN

REWIND
SGMC
With great pride KJ SIMSR hosted the
11th
SIMSR
Global
Marketing
Conference with the theme Experiential
Marketing from Jan 13- Jan 15, 2016
under the guidance of Convenor
Dr.Vandhana Khana. The three day event
was filled with a round table conference,
a key note address and enriching
presentations of the research papers.
The 3 day event kicked off with a round
table conference moderated by our very
own Prof. Isaac Jacob on the topic
experiential marketing in the era of high
tech marketing where our eminent
speakers Dr. S.M Dhume (Associate
Professor, NITIE), Dr. M. K Jain
(Professor, Business Admin, School of
Business, Kenyatta University, Nairobi,
Kenya), Ms. Chumki Neyogi (Sr. VP
Operations, Andromeda BPO Pvt Ltd.),
Mr. Satish Rajamani (Lead- Digital
Strategy, FCB Ulka) and Mr. R
Ravishankar
(CEO,
P.S.
LIVE)
enlightened the crowd. Every panellist
brought in light different aspects of our
theme. They also talked about how
technology could be used to amplify the
reach of experiential marketing. A Q&A
round followed the discussion.
The second day was the highlight of the
event. We hosted the key note address
by Mr. Vidyadhar Wabgaonkar, Sr. VPStrategic
Planning,
Interface
Communications

JANUARY 2016

and he has an illuminating experience

with companies like P&G, Marico,
Roche group, Leo Burnett India and
FCB. He is also a certified practitioner of
clinical hypnosis and has been
facilitating ideation
workshops for Tata DoCoMo, Zee
network, Godrej Sara Lee etc. He
enlightened the crowd with an attractive
visual presentation on experiential
marketing (videos of Samsung TV, the
TNT advertisements etc.) and juggled
with various definitions of experiential
marketing and listed out the flaws in
each definition. The key note speech
was followed presentations of research
papers for the day.
The third day started with presentation
of research papers on various topics
which were really thought provoking.
Different views on various concepts
related to marketing were presented. It
was followed by the Prize Distribution
Ceremony and the Vote of Thanks.

21

REWIND
Navikaran
Navikaran, the annual marketing fest of
KJSIMSR was held from 21-23 January.
The two day marketing fiesta was packed
with case studies, panel discussions and
a marketing based musical treasure hunt.
The events were conducted in association
with
our
sponsors
Save
Pocket
Money.com, Saavn-the online music and
citybump.
The marketing fiesta started off with the
musical treasure hunt call The Saavn
Hunt. Prior to the main event, just at the
stroke of midnight, a small treasure hunt
began inside the hostels. Clues were
circulated using Whatsapp groups and the
students turned the hostel upside down in
search of chocolate boxes. Within an hour
they were posting selfies on Facebook
with their prize. The treasure hunt had two
rounds-the first was an online marketing
quiz. When the much awaited D-day
arrived, the six shortlisted teams
assembled and thus began the hunt. The
teams raced it out by completing
interesting tasks and answering marketing
questions at every location. The most
interesting twist was that the clue to the
locations was a song. The winners were
given Bluetooth headsets on the final day
of Navikaran.
A Panel Discussion on Hybrid Consumer
Engagement was held as an informative
event at Navikaran 16. It was chaired by
Prof. Isaac Jacob, the chairperson of the
marketing

22

department of the Institute and the panel

included Ms. Chavi Jafa (Senior Director,
Head of Payments, IDFC bank), Mr.
Anirudha Rohit Patel (AVP, The
Economist), Mr. Harikrishnan Pillai
(Reliance Broadcast Ltd) and our very
own, Prof Hardeep Singh (faculty of
marketing KJSIMSR). The discussion
started off with Prof Jacob throwing
questions like, how high is the degree of
transformation of the digital platforms in
marketing and how organizations in
emerging markets can leverage the
same to serve the consumer in a whole
new way. The discussion took a
humorous turn when Mr. Pillai pointed
out ground realities and took a witty one
when Mr Patel took the crowd with his
outlook on the contemporary scenario in
advertising and customer engagement at
large. Ms Jafa gave an insight about how
banks, by providing more customer
friendly business solutions can create an
environment of financial win-wins. The
discussion was followed by an interactive
Q&A round.
The final round of the Ranniti: the B-plan
competition, was conducted on January
23.
The
judges
from
Savepocketmoney.com analysed the
ideas presented by the participants and
were very impressed by the quality of
these presentations. The finalists were
from Mica and will soon receive their
cash prizes.

THE MARKSMAN

BOOKWORM
Emotional Intelligence 2.0
-Travis Bradberry & Jean Greaves

Emotional
Intelligence
is
an
expression that we frequently come
across but rarely do we pay any
attention to it that it truly deserves.
Emotional Intelligence 2.0 by Travis
Bradberry & Jean Greaves highlights
the criticality of understanding ones
own emotions and employing them in
life improvement.

himself the book presents methods of not

just increasing ones EQ skills but also
using these EQ skills to surpass goals and
accomplish ones fullest potential.
The book showcases the power and
impact of emotions on our lives; both
personal
and
professional
while
simultaneously elaborating the underlying
fact that EQ is different from ones
personality, just as it is from IQ. The book
goes on to define the four central EQ skills
namely self-awareness, self-management,
social awareness, and relationship
management and devices an action plan
of how one can increase his/her EQ by
employing numerous strategies.
As if this wasnt enough one can use the
included pass code to access an
emotional intelligence test online and
learn which areas are holding them back
and which of the book's 66 strategies
would increase their emotional intelligence
the most.
It is often pointed out that a true marketer
has to be pragmatic and hard-headed but
its not that often when we talk about the
importance of other petals of the
emotional flower that form our genetic
make-up, its high time we investigated
and understood their significance and
used them to our advantage.

Praised by the most emotionally

tranquil man on earth, the Dalai Lama

JANUARY 2016

23

KickSTART
Chumbak
Dream it. Wish it. Do it. And this is
exactly what founders Shubhra
Chadda and Vivek Prabhakar of the
quirky lifestyle brand Chumbak did.
Everyone whos online would know
what Chumbak is, majorly attracting
the youth.
The traveller duo were fond of
collecting souvenirs from all the places
they visited around the world but soon
realised that India had very less to
offer. It would always be small Taj
Mahals or other such replicas but the
vibrant culture of our country was
missing from these handicrafts. This is
when the idea of adding color, humour,
modernity and quirkiness to little
trinkets
struck
them.
After
understanding the potential of their
idea, the duo sold their 3BHK
Bangalore apartment to invest in their
vision. It was a pretty bold step to take,
but the founder Vivek emphasizes that
it is essential to invest your own
money in the venture as a testament
of dedication.
Their first product line was funky fridge
magnets and this gave them their
name, Chumbak (meaning magnet in
Hindi). The range became very
popular and soon they came up with a
variety of other product categories
which took an entire year. They didnt
want it to be a niche brand, being

24

a mass brand was the whole idea!

Chumbak initially used online marketing
and advertising through Facebook and
then started retailing in Crossword and
small boutiques. After suggestions from
customers to see all their products under
one roof, the physical retailing started
with a small kiosk in a Bangalore mall.
Today, the brand has 150 store in India
and 70 in Japan, with a strong ecommerce presence.
The collection has expanded manifold
with around 400 products and a three
time annual growth. Recently, Chumbak
has been selected by Google as one of
the three companies worldwide for a
case study on how companies have
successfully used Google services.
With a goal of annual revenue of Rs.
400 crore in the next few years,
Chumbak has proved that if you work
towards achieving your dream, nothing
can stop you. Be fierce, take risks!

THE MARKSMAN

FEATURED ARTICLES
Ola boats rescue operation, humanity or marketing

Harinder Kour
- Institute of Management,
Nirma University
When the social media buzzed with
memes of boats deployed by Ola to
rescue the people caught up in
submerged areas, as the world
laughed; Ola acted. What happened
next was an example of the extent to
which
brands
are
stretching
themselves today to carve a place in
the noisy, overcrowded compartment
of e-commerce space.
In the third week of November as
Chennai continued to endure the evil
side of nature, Ola decided to go
beyond sitting and sulking as to how

JANUARY 2016

they had lost their daily revenue. As

most areas in the city were waterlogged or submerged, the drivers
were unable to move out of their
houses and be of any use. The Ola
team in association with professional
rowers and fishermen used the boats
to rehabilitate the drivers and their
families
while
providing
them
essentials like food, emergency
lanterns and umbrellas. Once the
drivers were safe, Ola got them to ply
their cars, thus meeting the
requirements of the main city. It
further went on to deploy boats to
several other parts of the city citing
the increasing demand of people to
be rescued to safer areas and lack of

25

FEATURED ARTICLES
basic supplies.
While many viewed it as a well-timed
marketing gimmick, it is vital that we go
beyond the phrase to understand how
exactly the entire plan was executed.
Due to unavailability of drivers,
commuting from one place to another
was turning into a nearly impossible task
and that is where Ola got their problem
statement. Next was the task of looking
for alternatives to achieve the core
objective that Ola stands for: making
cities more accessible.
The idea of deploying boats may not
have been the brainchild of the minds at
Ola but the swiftness with which Ola
arranged for the boats and rowers,
trained them on the
objective of the exercise and made them
available at the right time, in the right
place, in the right way is a classic
example of working not only efficiently
but
effectively
too.
Despite
the
catastrophic state of affairs in the city,
Olas classic marketing move exhibited
clearly the kind of manpower it
possesses in strategy, marketing, supply
chain, human resources and other
departments.
All was good in the world and the city
was finding its way out of the disaster
steadily until the masses decided to point
a finger at Ola and say, Hey, those boats
there werent sent as a gesture of
humanity that was sheer marketing! And
we cannot say these arguments were
completely implausible. The prime
evidence being that the boats and rowers

26

had the logo of Ola embedded.

Marketing is all about cultivating the

right value for the market and
introducing it to the audiences at the
correct juncture.
What Ola did was; sense the
environment and display what true
responsiveness is. The entire crux of
service brands is customer involvement
and that is what makes it a sensitive
domain to pursue. Service brands are
difficult to build and every moment of
satisfactory
performance
that
a
consumer derives from the service gets
converted
immediately
into
a
recommendation or a repeat purchase.
Though the tricky bit is that these sweet
moments of satisfactory performance do
not happen only when a customer buys
your service and that is what most
service brands in the current generation
are failing to understand. You can roll
your sleeves up and go to your
consumers at any

THE MARKSMAN

FEATURED ARTICLES
moment to create a moment of truth that
can move him.
Ola was not the only one that tried to
sweep the crowd off their feet and this
was not the sole effort that they made
from their end. The less critiqued
initiative continues to be the one via
OlaMoney
where
using
code
CHNRELIEF; people could donate
money. The subtitle continuing to be,
Chennai Needs Us. The food delivery
giant Zomato launched a customised
offer called Meal for Flood Relief, Olas
closest rival Uber launched uberCARE,
Practo and PayTm too tried their hand at
it but none emerged as strongly as Ola
did.

JANUARY 2016

When Ola deployed boats, the cab

aggregator alongside helping people
get back on their feet, saw a major
opportunity to market their services.
The proactive behaviour is exactly
what set them apart from others in the
crowd. People complain that Ola
exploited the situation in the name of
humanity and these very people need
to wake up to take in the reality bites
of the industry! It is vital to understand
that they are a business and this is
what ideally businesses do.
And having said all of that, Ola knows
how to build a brand and it knows it
better than most in the industry.

27

FEATURED ARTICLES
Free Basics, is it really Net Neutrality?

Ria Dalwani

- Great Lakes Institute of

Management, Chennai

Decades ago, there were ideas; and

there were innovations. The electric
bulbs discovery by Thomas Edison and
the discovery of the steam engine by
James Watt. These were breakthrough
innovations that brought revolution to the
daily grind. Rapid industrialization
followed by concepts of specialization,
division of labor and management
came to the fore. While these were
drastic discoveries during that time, it
took a long period for the benefits to
seep in. Though there were innovations,
the
general
population
remained
unaffected
for
a
long
time.
Commercialization of innovations was
difficult in those times.
This situation changed when the Internet
was born. In the late 1980s, the US army
adopted
the
ARPANET
with
a
communication protocol (TCP/IP) to
communicate among different machines.
This was used for defense purposes, but
seeing the utility of the system the
Internet soon expanded and there were
new inventions such as the World Wide
Web and web browsing. Little by little,
the internet buzz caught on; and more
and more people began to get connected
online.

28

This situation changed when the

Internet was born. In the late 1980s,
the US army adopted the ARPANET
with
a
communication
protocol
(TCP/IP) to communicate among
different machines. This was used for
defense purposes, but seeing the utility
of the system the Internet soon
expanded and there were new
inventions such as the World Wide
Web and web browsing. Little by little,
the internet buzz caught on; and more
and more people began to get
connected online.
As Thomas Friedman aptly remarked,
the world began getting increasingly
flat! With the advent of the internet,
everything began changing from the
traditional sense- cultures, lifestyles,
mindsets,
technologies,
jobs,
businesses, structures, boundaries,

THE MARKSMAN

FEATURED ARTICLES
products and services; and processes. In
his 2005 bestselling book- The World is
Flat, Friedman explains how the global
economic playing field is getting levelled;
and the Americans are not ready for this
huge change. Business organizations
began changing the whole way at which
they serviced customers. The bargaining
power
of
consumers
increased
exponentially due to the Internet.
The world has moved in terms of
globalizing in three distinct phasesGlobalization 1.0 - Countries were the
source of globalization
Globalization 2.0 - Companies were the
source of globalization
Globalization 3.0 - Individuals started
globalizing
This last phase of globalizing began in
2000 and continues to be observed till
date. The idea of individuals globalizing
is indeed revolutionary. Each individual is
today empowered to think about and
communicate his/her ideas to a vast
audience. Creating an online business is
easy with limited regulations and the
growth and penetration of the online
marketplace. How often do you go out
shopping for consumer durables and
electronics? With the ease of use,
convenience, low prices and best deals
consumers are increasingly turning to
various e-commerce websites like
flipkart, amazon and alibaba for their
shopping needs. Penetration to the
lowest level has been made possible
because of the internet revolution.
The Internets main principle is that of

JANUARY 2016

open and free communication between

individuals in the world. This was the
very concept on which it was built. The
concept of Net Neutrality went viral
since 2014, when this concept was
threatened by some Internet service
providers (ISPs). Some companies like
Comcast, Verizon and AT&T proposed to
create fast lanes for travelling data
dependent on the additional fee paid by
the internet subscribers. Now, the
internet is supposed to be free. Yes, we
do pay data charges to access the
internet on our laptops or cell-phones,
but these charges are a sort of
maintenance fee for the ISPs for
handling the cabling, wiring and
networks. Data is and should be
essentially free for everyone to access.
The idea of charging users extra to
access certain websites defeats the very
purpose of the internet.
Large scale activism and awareness led
to people taking notice of Net Neutrality.
People realized that internet service
providers should have no control over
which networks should supply data; and
which networks should not. An ISP

29

FEATURED ARTICLES
cannot by any means dictate what data
travels or does not travel through any
network line. The Internet was and is
supposed to be neutral and equal for
everybody.

When social networking giant Facebook

launched Free Basics, a rebranded
Internet.org; it was met with backlash
from internet activists of developing
nations. Zuckerberg wished to invite
interested developers to provide their
internet data free to the subscribers. It
was marketed as a method to provide
free basic internet services to all. Sounds
like a reasonably good idea right? Why
then was this initiative denounced by net
neutrality activists?
Understanding the intricacies of this
program, makes one realize that Free
Basics does not really provide equal and
neutral internet to users. Only those few
app developers and websites which tie
up with Facebook would have their data
transferred to the general public on a
preferential basis. Obviously these would
be cash rich developers who want to

30

expand their user base; and Facebook

would
be
paying
the
interval
subscription amounts to them on
contract. With Free Basics, Facebook
would have even more users, thus
more
number
of
advertisement
revenues flowing in. As it is
Facebooks initiative, of course the
networking site would also be
streamed to users at faster speeds and
close to no extra charges. A rational
person would wonder What benefit
does a social networking website have
on improving the life of a common
agriculturist in India or China? These
are the countries where Zuckerberg is
targeting the Free Basics platform.
Observing from a holistic angle, Free
Basics is just a clever marketing
gimmick undertaken by Zuckerberg in
order to paint a rosy picture of
Facebooks good corporate citizenship.
Ultimately, there are underlying
monetary benefits to both Facebook
and the affiliated ISPs who wish to tie
up in the platform. Understanding this
and communicating to the masses is
important; lest they fall into the
hallucinatory ideas of equal internet
through Free Basics.

THE MARKSMAN

FEATURED ARTICLES
Reliance Jio

Saransh Mahajan
- XLRI Jamshedpur
Celebrity endorsements are a timehonoured marketing tool.i Celebrities
enable brands to break clutter and stand
out visually. As brand jostle for
establishing a connect with the
consumer, a celebrity can help in
sharpening a given brand's positioning.
The rising use of social media among
Indias vast demographic has given rise
to a new marketing platform- Twitter. It is
a convenient way for companies to
create a desired recall value without
being pressured by the exorbitant
spends that generally entail any
endorsement deal with a celebrity. Most
of the celebrities are very active on
Twitter and have a huge fan-following. As
a matter of fact, celebrities have more
prominence and influence than brands
when it comes to social media. Consider
this- FMCG giant Hindustan Unilevers
Twitter handle has around 83000
followers; in comparison Shahrukh Khan
has 17 million and Priyanka Chopra
around 12 million followersii (read:
customers)! So it is not surprising when
we see these celebs not only promoting
their work but also endorsing various
brands via Twitter. And this makes
enormous sense for

28
JANUARY
2016

celebrity obsessed country like ours.

The celebrities make very smart choices
when it comes to endorsements on
Twitter. We often find them engaging
their fans through live chats thereby
making the endorsement a 360-degree
proposition. The customer gets to chat
with his favourite celeb and also gets to
have a glimpse into their rarefied worlds;
thereby drawing even more users and
advertisers. Win-win for the celeb and
the brand. Dream come true? Well not.
At least thats what the much anticipated
launch of Reliance-Jio recently showed
us.
A grand event by all counts with the
whos who in attendance: Shahrukh
Khan, AR Rahman to name a few. Twitter
was filled with messages from other
Bollywood celebrities expressing their
support for the new telecom service.
Soon, #CelebratingJio was a top trend
on Twitter- at number 6 worldwide to be
precise. But in a bizarre turn of events
many Indian celebrities started tweeting
the exact same messageiii. The
celebrities included a few of Indias
biggest stars- Amitabh Bachchan, Aamir
Khan and Karan Johar, and also
sportspersons like Sachin Tendulkar and
Sania Mirza. Pure coincidence or paid
publicity? Um, the Twitteratti were quick
to discern this basic loss of marketing
sense on part of Reliance Jio. Some
celebs tried to tweak

THE MARKSMAN
31

FEATURED ARTICLES

their tweets, but as they say the damage

had already been done.
So whats the issue here. No problem
with the concept at allthe buzz that this
campaign generated is what any
marketing manager would aim for. Also,
the fact that the trend of sponsored
tweets is catching on in India is
understandable; but the uncanny manner
in which Reliance tried to market its new
offering certainly puts a big question
mark on the relevance of this trend.
Social media all about transparency and
being true to your followersv . The
problem arises when celebrities do not
disclose whenever they tweet a brand
endorsement. It is not possible for their
followers to be aware about which tweet

JANUARY
2016
32

is paid and which isnt. Easy way to

mislead your fans and even pass
disinformation. Other forms of social
media have no excuse for not laying out
disclosures, but twitter with its 140character posts has raised many
questions about marketing ethics over
the years. So much so that American
Trade Commission, the body protecting
consumer interests in the US laid down
guidelines
stipulating
appropriate
disclosures
for
any
celebrity
endorsement on Twitter. Violation of the
guidelines is a federal offence. It is going
to take some time before our country has
such rules but even then it is always
great to let followers know the truth
before they themselves find the

29
THE MARKSMAN

FEATURED ARTICLES
bluffvilest the credibility of the celebrity
takes a hit. Another problem is that any
endorsement on Twitter is a short-lived
affair and reaches only a small, self-selecting
audience (considering less than 2 percentvii
of Indian Internet users are on the site). And
although celebs tend to have a dedicated
groups of followers, it can be difficult to
measure whether their tweet-endorsements
actually lead to consumer spending.
Celebrity tweets dont do much beyond just
communicating product information or
encouraging consumers to search online. If
Twitter is to be a part of the overall
marketing plan, a better option is to engage
consumers directly. Still, celeb tweets can be
a way to grab a share of consumers evershortening attention span. At a time when
the pace and tenor of social media is making
difficult for brands to curate their image, a
celeb can certainly provide a valuable boost
to the companies. But it comes along with a
risk- companies have to be wary about
selecting a celebrity as their image
correlates directly with the brand. You want
people to talk about your brand but the
chatter needs to positive or at least neutral.
This also magnifies the question of business
ethics and the role of celebritiesviii. These
two areas warrant the attention of any
company looking to exploit Twitter as a
marketing platform. This will go a long way
in ensuring that the brands are successfully
able to connect with their target audience.
Sources:
i
Havish
Madhvapaty;
Celebrity
Endorsements and The Changing Landscape
In View Of Social Media;
Research Journal of Social Sciences And

JANUARY 2016

Management; Vol 4, No 4 (2014)

ii From official Twitter pages; Last
accessed 20th January 2016
iii The message went like this,
"Congratulations to the Jio family on this
landmark day! This truly seems like the
beginning of a Digital India
#CelebratingJio.

iv As on 27th December 2015

v Patra, Supriyo, and Saroj K. Datta.
"Celebrity Endorsement in
IndiaEmerging Trends and Challenges."
Journal
of Marketing & Communication 5.3
(2010).
vi Biswas, Dipayan, Abhijit Biswas, and
Neel Das. "The differential effects of
celebrity and expert endorsements
on consumer risk perceptions. The role of
consumer knowledge, perceived
congruency, and product
technology orientation." Journal of
Advertising 35.2 (2006): 1731.
vii Huffington Post;
http://www.huffingtonpost.in/2015/01/2
8/twitterindiauserbasereport_n_65629
50.html;
viii Choi, Chong Ju, and Ron Berger. "Ethics
of celebrities and their increasing
influence in 21st century society.x
Journal of business ethics 91.3 (2010):
313318.

33

SquAreheaD

34

THE MARKSMAN

BUZZ
BUZZ
PUZZLE

ACROSS
4. Which digital payment platform
has entered into a partnership with
Mcdonalds
5. This pizza chain added hidden
clues in its snapchat movie
7. The fourth largest circulated
newspaper in the world.
8. The agency has created a new
logo and a multimedia ad
campaign titled 'Jaane Kya Dikh
Jaaye' for Rajasthan Tourism
DOWN

CLUES

1.Which soft drink brand has

changed its tagline to taste the
feelings
2. Who is the new Brand
ambassador for Incredible India
along with Amitabh Bachchan
3. This beer brand released
teaser for upcoming Bud Party
Super Bowl ad
6. This actress has been chosen
as the brand ambassador for
Himachal Pradesh tourism
Answers:
ACROSS
4) Freecharge 5) Dominos 7) Dainik bhaskar
8) Ogilvy
DOWN
1) Coca-cola 2) Priyanka 3) Budweiser
6) Kangana

JANUARY 2016

35

Call for ARTICLES

CALL FOR ARTICLES FEBRUARY 2016
Articles can be sent on any one of the following topics*:

1. Digital marketing helping Adidas cut ties

with sports bodies
2. Brands looking beyond cricket- Pro
Kabbadi League wins more sponsorships
3.

Rajasthan Tourism Ads-Disrupting the

stereotypes

*Please ensure that there is no plagiarism and all references are

clearly mentioned.

1. One article can have only one author.

2. Your article should be approximately 800-850
words and MUST be replete with relevant
pictures that can be used to enhance the
article.
3. Font Type: Gill Sans MT
4. Font Size: 14.
5. Send your article in .doc/.docx format to
marksman.simsr@somaiya.edu
6. Subtitle
line:
Your
name_Institute
Name_Course Year
7. Kindly name your file as : Your name_Topic
The best adjudged article will be given a Winners Certificate.
Deadline for the submission of article will be : 20th February, 2016

36

THE MARKSMAN

The
TEAM
THE
TEAM
TWEETS by
Mansi Mahajani
Its all about AD-itude by
Sampada Srivastava
Brand MARKive by
Janhavi Kothari
COVER STORY by
Neha Sharma
SPECIAL STORY by
Shruti Mohapatra
FAUX PAS by
Samarth Amarnani
HALLMARK CAMPAIGN by
Vivek Gariba
PIONEER
Dipika Soneja
REWIND by
Ashka Mevawala, Aravind L. and Puneet
Punjabi
BOOKWORM by
Shikhar Dubey
SquAreheaD by
Kashyap Salvi
BUZZ by
Ishita Shah
KickSTART by
Ashka Mevawala
PROOF READ by
Shruti Mohapatra, Dipika Soneja, Shikhar
Dubey and Janhavi Kothari
DESIGNING by
Sidharth Iyengar
Mansi Mahajani
PROMOTIONS by
Shikhar Dubey
Janhavi Kothari

32
JANUARY
2016

To subscribe to "The
Marksman", Follow the link:http://interfacesimsr.weebly.com/
the-marksman.html

OR drop in a mail/contact us at :
interface.newsletter@gmail.com
Subject line: Subscribe: Your
Name_Institute Name_Course
Year
Follow us at:
http://www.facebook.com/simsr.i
nterface
http://interfacesimsr.weebly.com/
the-marksman.htm
Website:
http://interfacesimsr.weebly.com/
the-marksman.html
The
MARKSMAN
is
the
newsletter of INTERFACE, the
Marketing Club at K.J. Somaiya
Institute
of
Management
Studies and Research, Mumbai.
Images
used
in
THE
MARKSMAN are subject to
copyright. THE MARKSMAN
does not take any responsibility
of any kind of plagiarism in the
articles received from students
of other colleges.

THE MARKSMAN
37