December 2009

Of growth and challenges ahead

The life of most individuals today is filled with brand names right from the time they wake up. In my life, for instance, the morning begins with Colgate, Gillette, Old Spice, Nokia, Sony Vaio, Kellogg’s, Mother Dairy, fruits from Reliance

Book extract: Bottom Of Pyramid – New perspectives on the opportunity

Prof CK Prahlad has been a champion of the markets and opportunities that await the businesses at the Bottom of the Pyramid. In the revised fifth anniversary edition he talks about how businesses today are embracing the idea of existence

Survey / Brandometer : Art & Science of Media Decision

In the 2009 Anniversary issue of Pitch, we published Media BrandOmeter, the rankings of various media brands – as perceived by media buyers/planners – spread across Television, Newspaper, Magazine & Radio platforms on six media decision making parameters. In this

Survey: Top 50 Media Brands: A Pitch Study

How does a media planner or a buyer decide which media brands (‘vehicle’ in technical lingo) she should bank on for her upcoming media campaign? And what makes her choose some media brands over other thousands of properties? These are

Disney: It’s a boys’ World

There is a growing consciousness among kids about self and individuality; and various brands are trying to emphasise and leverage that to the fullest. Disney, the iconic entertainment company, is the latest. The entertainment company, recently, rebranded its kids’ channel

Dabur: The New FMCG Giant

For more than a year now, while the media talked about the slowdown – companies going into losses, cutting on expenditure and postponing launches and on the consumer side how they would down-trade or procrastinate buying, there is one company

Interview: “The consumer is a Pied Piper, everyone follows”

Formed in 2004, Wrigley India, now part of the global confectionary giant, Mars, made some major marketing investments while choosing to be associated with all Indian Premier League (IPL) franchisees. Talking to Deepti Aggarwal of Pitch, Himanshu Khanna, Director, Marketing,

Dish TV : Recipe for a hearty dish

Success is a journey, not a destination. A case in point is Dish TV, the initial occupant of the direct-to-home (DTH) industry in India that revolutionised the way one thought of entertainment on television. The innovative DTH operator, a service

Burn: Flaming a Desire

Burn, the latest entrant in the sizeable Coca-Cola beverage portfolio, is riding a concept car from the studios of ace automobile designer, Dilip Chhabria, and is plying the roads of Delhi, Mumbai and Bengaluru. The initiative is being run to