FEBRUARY 2015 01

EDITOR’S NOTE

Dear Readers,

After saying goodbye to the winter, we welcome you to this February’s edition of

‘The Marksman’.

This month, we start off with a very interesting topic as our cover story

‘Marketing Warfare’. Although it sound aggressive and somewhat like ambush

marketing, with our cover story, we let you know the difference. Next on, we are

providing fodder for the sport-inclined when we uncover the secret behind the

phenomenon that takes 14 nations by storm every four years, the cricket world

cup!

We continue with the sports theme to our Hallmark campaign which is about

probably the only good ad this world cup; the ‘MaukaMauka’ campaign! With our

regular segments such as Tweets, Buzz, Bookworm, Ad-itude, Brand Markive and

Hallmark Campaign, we aim to provide to you an all-encompassing view of the

world of marketing. With our very own Square head, we have a political flavour this

month.

The world of marketing is huge and even with the variety that we have this month,

it is, but an iota of it. With this edition, we have tried to push the envelope a little

with our cover as well as the special story. Let us know your thoughts on them.

Connect with us on www.interfacesimsr.com/the-marksman. With this, we leave you to

enjoy this month’s edition.

Happy Reading

Team – Marksman

The Interface, The Marketing Club at SIMSR

@marksmansimsr

02 THE MARKSMAN

TWEETS

BRAND MARKIVE

BOOKWORM

SPECIAL STORY

World Cup of Brands

COVER STORY

Marketing Warfare: The

Ammunition for today’s

Marketers.

MARKETING FAUX PAS

22

BUZZ

IT’S ALL ABOUT AD-ITUDE

Hall-MARK CAMPAIGN 19

16

13

09

07

05

03

28

C O N T E N T S

PIONEER 20

17 TETE-E-TETE

REWIND 24

SQUAREHEAD 27

TWEETS

#NamastePOTUS

President Of The United States (POTUS) visited his Indian Counterpart &dear friend Narendra Modi on the 66th Republic day of India. Never before has a US President been welcomed with so much warmth and eagerness. An Esteemed convoy of Ministers welcomed Mr. Barack Obama, along with the social audience who participated massively as the picture uploaded by our PM garnered over 1 Lakh likes in less than 10 minutes.

#AIBKnockout – A Little too

Funny?

All India Bakchod fulfilled the most coveted dream of every entity, especially in the Entertainment Industry - To Grab HEADLINES. Moreover, they were very successful in bringing the ‘Roast’ format to India, which to all our anticipation will continue in the country. Ranveer Singh & Arjun Kapoor received a lot of unpopular criticism for the same.

FEBRUARY 2015 03

TWEETS

#INDvsPAK#CWC2015

India kick started the ICC World Cup

2015 championship with a resounding

victory over arch rivals & neighbours

Pakistan. As expected, Twitter

#BledBlue with tweets cheering the

Men in Blue on their victory. Everyone

including Narendra Modi, Sachin

Tendulkar, and Amitabh Bachchan

expressed their joy.

04 THE MARKSMAN

Big Boss 8– The best BB season

ever

The longest and the most successful

season of the Reality Show Big Boss came

to an end after extending 30 days of its

original schedule. Hosted by renowned

Bollywood actor, Salman Khan, and

Director Farah Khan, Gautam Gulati was

declared this season's winner. Big boss

oozed the much hyped media term called

‘In-show Integration’ with every task

integrated with a specific and relevant

brand. While Title sponsors got the cherry

on the cake with everything from Pillows

to Walls being branded with the

Company’s Logo. This was also the first

season, an RJ, Pritam Singh, was roped in as

a contestant, much to the liking of the

Audience, he finished in the Top Three

with estranged TV hottie KarishmaTanna

and Gautam Gulati. Another noticeable

fact was the exit of OPPO Smartphones

as a presenting sponsor in the extended

season. The same was taken up by

Panasonic Smartphones instantaneously.

What stole the show apart from the splendid victory of Indian Cricket team over Pakistan

team was this masterpiece ad by O&M. Pidilite Industries, launched its new TVC campaign

Fevikwik “TodeNahin, Jode”. Pidilite as a company has associated itself with games like

kabbadi and cricket which are integral to India. This year Cricket World Cup has been

broadcasted in six different languages making it even larger. And an India Pakistan cricket

match can be seen as, as big an opportunity as a Super Bowl match is in US for companies

to launch their advertisement campaigns. In line with Pidilite’s way of using humour in its TV

ads, the new TVC shows a witty angle on human bonding. The brand attribute of bonding

from a functional to emotional level has been wonderfully portrayed in this ad. The ad

creates the marching scenario at Wagha Border, where one soldier each from both sides is

seen parading, and how a slow motion replay reveals that the Indian soldier prevented loss-

of-face of the Pakistani soldier with the help of Fevikwik.

IT’S ALL ABOUT AD-ITUDE

Television Ad

FEBRUARY 2015 05

Client: Pidilite

Creative Agency: O&M

IT’S ALL ABOUT AD-ITUDE

This GarnierFructis campaign was designed by Publicis Switzerland and featured a trio of

tough looking rock star dudes with full length healthy beards. Publicis Switzerland creatively

positioned a girl, with the same exact hair colour as the man's hair, in front of the man at

just the right height. The man's beard is actually the back of the woman's head showing that

GarnierFructis' products are suitable for all hair type. Similarly, the ad copy “For Any Hair

Type” and the clever images used, promotes that GarnierFructis’ hair care products will

work great for both men and women.

Print Ad

Client: Garnier

Creative Agency: Publicis

06 THE MARKSMAN

BRAND MARKive Nivea

NIVEA is one of the world’s most trusted

skincare brands, but it took three minds

with one shared vision to make it happen.

It all began in 1911, when the pharmacist

and visionary entrepreneur Dr. Oscar

Troplowitz recognised the potential in

Eucerit, an emulsifier developed by the

chemist Dr. Isaac Lifschütz. Eucerit made

it possible to bind water and oil into a

stable cream, and was first intended for

use in the medical field. Dermatologist

Prof. Paul Gerson Unna appreciated

Dr.Lifschütz’s expertise in his field and

introduced him to Dr.Troplowitz, who

immediately recognized that the water-in-

oil emulsion would make the perfect

basis for a cosmetic skin cream. All it

needed now was a name. To find it,

Dr.Troplowitz didn’t need to look any

further than the cream itself. Inspired by

its snow-white

colour, he called it NIVEA – a name

derived from the Latin words nix

(snow) and nivis (of snow). Finally, the

years of research and creativity had

paid off. In December of 1911, NIVEA

was launched. The legacy of one of the

first skincare cream was born. From

the very start, it was Dr.Troplowitz’s

goal to develop high quality products

that were affordable to all. With

NIVEA’s vast product range, which

provides expert care no matter what

your skin needs, Dr. Troplowitz’s vision

has lived on.

During the 1930s, the parent company

Beiersdorf began producing such

products as tanning oils, shaving

creams, shampoo and facial toners.

The trademark "Nivea" was

expropriated in many countries

following World War II. Beiersdorf

completed buying back the confiscated

trademark rights in 1997. During the

1980s, the Nivea brand expanded into

a wider global market.

Before the beach ball, there was the

FEBRUARY 2015 07

BRAND MARKIVE

NIVEA ball. And it took the world by

storm. Originally created in the 1930s

as a 3D version of the NIVEA Creme

tin, the inflatable NIVEA Ball was

designed to help people make the

most of their leisure time outdoors.

While it was initially popular in

Germany, the NIVEA Ball really took

off in the 1950s, when post-war

prosperity gave people money to

spend on holidays and having fun. As

cars became increasingly affordable,

people began flocking to beaches and

the great outdoors – and the NIVEA

ball became the perfect holiday

accessory.

It was easy to pack and even easier to

inflate. And it was fun for the whole

family. By the 1960s, the NIVEA ball

had become a huge hit, and it remains

popular to this day. Nivea

has produced more than 20 million

balls over the last 40 years alone, and

people around the world know it and

love it.

And just like our skincare products,

the NIVEA ball brings people closer to

the ones they love. That’s why this

simple, inflatable rubber toy has been

one of their most active and

understated brand ambassadors for decades.

When NIVEA Creme was first introduced to

the world in December of 1911, the goal

was one thing: better skincare for everyone.

A 100 years later, the goal hasn’t changed.

The product range, however, has dramatically

expanded to give people more options for

the way they care for their skin. As the

demand for NIVEA Creme has grown over

the years, the company has grown with it.

Early on, new products were developed and

added to the product range to meet the

variety of skincare needs, including NIVEA

Soap in 1919 and a selection of hair care

products called NIVEA Hair Milk in 1920.

The company has increased the product

range according to the needs of the

customer in the last 100 years.

08 THE MARKSMAN

The term “War-fare” is synonymous with

artillery and forces primarily used to wage

a war against the opposition. It comprises

of various methods/techniques

incorporated in the strategy to overpower

the enemy. The usage of war-fare in war

differs based on circumstances. The war-

fare strategy can be of two kinds 1)

Offensive 2) Defensive. Each war that we

have heard of or read about in the past

involves a different approach. The War-fare

strategy in marketing is primarily a tactic

used to generate short- term influx at

crucial moments in a war. This is true in-

case of situations wherein any of the two

parties see themselves on a slippery slope

with regards to a previous strategy that

was put in use.

Marketing as a source of enhancing,

influencing and informing a target audience

has evolved over the years. Brands are

now looking at connecting with the

audiences at different levels and for this

they are making use of multiple mediums.

There are certain questions which are

continuously plaguing the minds of

Marketers.

COVER STORY Marketing Warfare: The Ammunition for today’s Marketers

1) Are the mediums used sufficient?

2) Should they make use of other

mediums?

3) Should there be an integration of

mediums?

4) What should be the frequency of

marketing?

5) Are the target audience being

tapped appropriately?

6) How should the marketing effort be

fragmented?

Answers to the above questions and

many more have been made possible by

the art of Marketing Warfare. The Art

of war is a tactic used to either

overcome the competition or pre-empt

the market and take appropriate

actions. The concept portrays the shift

in focus of firms from a customer-

oriented philosophy to a competitor

oriented philosophy. Marketing is

phenomenon which strives to build

value for brands and in turn enhance

their foothold in the market. The

commonly used practices which are a

part of marketing war-fare are as

follows.

Defensive Warfare

Offensive Warfare

Flanking Warfare

Guerrilla Warfare

FEBRUARY 2015 09

To understand this concept better let us

take an example of a Football game. The

Brands are the two teams and the players

are the various obstacles that are posed to

the firms. The Focus of the firm is score a

goal and only way they can do that is by

overcoming the obstacles. The market is

the playing field with the defined

boundaries. The strategy that firm can use

is any of the above four. The teams

comprise of 11 players and from these

players, various formations are created in-

order to fulfil and execute an appropriate

strategy. For example, the defence (Large

Firm) will be bolstered when the current

line of products/marketing campaign of a

firm needs to be safeguarded against the

overpowering competition. Similarly, the

attack (Small Firm) will be enhanced when

a firm would want to overwhelm another

to gain market-share.

One of the commonly used methods in

Attack or Defence is to use the path of

the Flanks. In this method, the firm will

focus more on the gaps left by the large

firm. The attacker will attack the markets

that have not yet

been targeted

by the firm/

brand. A defender,

on the other

hand, will focus

on sealing the

gaps in-order to

avoid leakage of business if any. This

phenomenon is mainly the approach

involved in the

Flanking warfare

strategy. This

COVER STORY COVER STORY strategy is primarily used by brands which

are trying to enter the market and the

barriers to entry are very high (Subject to

product category and Target audience).

Flanking is the medium used to surprise

the competition by suddenly encroaching

upon their market share or

dominating a new market.

For ex. Absolute v/s Smirnoff is a prime

example of the attack minded Flanking

warfare. Absolute realised a gap left by

Smirnoff in the premium segment and

attacked it by pricing its products 50%

higher, thus flanking the competition.

Attack is the medium used by most of the

new firms that a

re trying to grab

a piece of the

large pie.

Guerrilla warfare

technique is

widely used by

such firms as it

involves low

investments and

various new

forms of

marketing

10 THE MARKSMAN

COVER STORY COVER STORY

techniques that can be leveraged upon

such as the means of social media.

This method uses non-traditional means

of marketing which can reach the desired

target as well as communicate and inform

the audiences about the product

offerings.

Marketing is a medium by which the

firm/brand plans to create space in the

minds of the consumer. Guerrilla warfare

focuses on creating buzz about a

product/brand by using unconventional

marketing methods. For ex. Coca Cola is

a known for its guerrilla marketing

efforts. The concept of setting up kiosk

and vending machines in various locations

and communicating its message of

“spreading happiness” and connecting

with audiences via mediums of RFID,

Augmented reality etc.

This is a very popular method followed

by several brands. Ambush Marketing is

also a Guerrilla marketing strategy

which is widely used. New mobile-

phone manufacturers Xiaomi and One

Plus have used the method of guerrilla

warfare very well to create space for

themselves in the minds of the

consumer and have also made use of

unique selling techniques. This is also

now possible due to the ever growing

influence of social media and growth of

mobile technology.

Sun Tzu (The Art of War)

The concept of Marketing Warfare can

be understood on the basis of the 6

principles of Sun Tzu (Chinese Military

General and Strategist). Brands make

use of such warfare strategies (Art of

War) integrated with the business

practices of today to enhance foothold

in the market.

Below mentioned are the 6 principles.

FEBRUARY 2015 11

COVER STORY COVER STORY

Capture your market without

destroying it.

Avoid your competitors strength and

attack their weakness

Use foreknowledge and deception to

maximize the power of business

Intelligence.

Use speed and preparation to swiftly

overcome the competition.

Use alliance and strategic control

points in Industry to “shape” your

opponents and make them conform

to your will.

Develop your character as leader to

maximize the potential of your

employees.

In today’s world the pressure from

competition is increasing every

second. Countering such pressures is

a task that involves multiple

approaches. Marketing warfare has

made it possible for brands/firms to

withstand competition by adopting

various strategies and tactics. These

strategies are only going to evolve as

time passes by as the means of

responding to competition is going to

become more complex. These

complexities are similar to those

encountered in War of the modern

era.

12 THE MARKSMAN

SPECIAL STORY WORLD CUP 2015: WC OF BRANDS

FEBRUARY 2015 13

The third biggest spectacle in the world is

ongoing in the lands of kangaroos and kiwis.

Yes, it’s the cricket world cup 2015. India so

dominantly lifted the 2011 edition and

along with South Africa and Australia is in

the race to glory once again. Wooo woooo

wooo wooo. Hold on. Hold on. Is the WC

only about establishing cricket supremacy?

Is it just about diving into the patriotic

sentiments?? Absolutely not.

To begin with, let me shed some light on

statistics related to this grand saga. Give

some food for thought.

1. The India Pakistan match which

happened in Adelaide on February

15th, is hailed as the most watched

cricket match ever with more than 1

billion viewers.

2. Facebook said that globally, 9 million

people had 25 million Facebook

interactions related to the cricket

match.

3. Twitter commissioned a survey that

found that 74 percent of cricket fans

on the platform are under 35.

So, what does this all lead to? With such

a humongous viewership, the event

presents a perfect platform for brands

to establish their customer based brand

equity among the demographic audience.

STAR India which is the official

broadcaster of the ICC World Cup will

broadcast the tournament in six

languages, making it far more inclusive

than any other sporting tournament on

television: Bengali, Tamil, Malayalam and

Kannada, apart from English and Hindi

and this opens the possibility for brands

to engage with a very wide and diverse

audience.

Sanjay Gupta, COO, STAR India said,

“The World Cup is the biggest event for

Indian consumers. The last edition was

watched by 90 per cent of TV viewers in

the country, making it the largest

aggregation of consumers possible.”

SPECIAL STORY

Advertisement arena

STAR India is offering varied advertising

options for advertisers. It has created

multiple sponsorship and spot buying

options tailor-made for different feeds

allowing advertisers for the first time ever

to buy different cuts and air creative in

different languages to target their

audiences more sharply. It is estimated

that close to 1400 Indian advertisers will

be investing money on every possible

medium: TV, Radio and Digital.

The overall Indian advertising market is

expected to witness a growth of 10% in

2015, solely due to the Cricket World

Cup. In totality, advertisers are expected

to spend anywhere between Rs. 1200 and

Rs. 1500 crore on advertisements, which

constitutes stadium ads and

merchandising rights sold by the ICC. The

normal TV ad rates for this world cup is

between Rs. 4.5-6 lakh for 10 seconds.

But after India’s wins against Pakistan and

South Africa, the ad prices are shoring up,

and by the time semi-finals starts, it is

expected to reach a whooping Rs. 30-35

lakh.

Brand-scape

In light of the immense scope of brand

visibility, companies are leaving no stone

unturned to tap into the consumers mind

space. The on-ground brands of the WC

14 THE MARKSMAN

include as LG, Pepsi, Reebok, Hyundai,

Reliance Communication, MRF Tyres,

Emirates, Moneygram, Castrol and SAP.

Recently there were also a few other

brands that joined in as global partners

which included Hublot, ANZ, Victoria

Bitter, Matua, Wolf Blass Wines and Tui.

Uniform sponsorship: Here’s a glimpse of

the various team’s kit and jersey sponsors.

Most notably among these, Nike has

continued its association since 2005 with

Team India. Nike held off a

competing Adidas bid and re-upped with

Team India at more than $12 million per

year till 2016. This was a great strategic win

for Nike as there is no nation more cricket-

fanatic than India, making the national team

a veritable goldmine of publicity for any

brand.

Several first-time advertisers like Nestle,

Marico, Yepme.com, Paytm, Raymonds,

Pidilite, Lloyd and others signing on along

with the usual cricket partners.

SPECIAL STORY

Ecommerce: Ecommerce is the next big

thing in India. And this proposition is being

capitalized well by the companies. PayTm,

a mobile ecommerce company have

bought the Super 4’s property: so

whenever a boundary is hit, their logo

appears on the side screen and on TV.

Other ecommerce brands like Yepme,

Snapdeal, Flipkart, and Amazon are already

spending aggressively on TV ads.

FMCG: Existing advertisers such as Lay’s

have initiated a special campaign, aimed at

their new product. PepsiCo, which owns

Lay’s is the official snacks partner of

World Cup. Nestle and Marico have made

their debut and are banking heavily to

promote their offerings in this WC.

Consumer electronic: LG Electronics

has been a primary partner of ICC for a

long time now and is promoting the

popular sport of cricket among its scores

of passionate followers. Panasonic India

has said that they have increased their

overall advertisement spent by 15-20%,

due to the cricket world cup. Others

include Sony, Philips.

Automobile and related brands:

Hyundai, which is an aggressive advertiser,

started their ‘Fans of Brilliance’ campaign,

wherein they toured India with the World

Cup trophy. Maruti has signed as an on-air

sponsor for the WC and this certainly

sows seed for a huge competition.

FEBRUARY 2015 15

Hero MotoCorp, MRF tires are other

notable brands.

What we are witnessing in the WC is not

just cricketing teams competing against

each other, but also brands striving to

connect and engage with their TGs more

effectively than their competitors. As India

progresses ahead in the tournament, the

fever and competition among the

advertisers will reach a new pinnacle. This

edition has already seen a quantum jump

not only in the investment space but also

in the innovation and creativity domain.

We wish India “All the very best”

MARKETING FAUX PAS FORD by JWT

16 THE MARKSMAN

We all remember this disaster made by

JWT around March in 2013. This was

around the same time that the national

capital was hit by the cases of rape that

moved the entire nation. Coming out with

such a campaign, although in an

international context, was very

inappropriate at the time. This not only led

to a severe backlash for both Ford and

JWT within and outside the country, it lead

to a few top level managers at JWT to lose

their jobs. The advert, showing three

women bound and gagged in the boot of a

Ford Figo, appeared on a website. Mr

Berlusconi was shown in the driver's seat

with a slogan: "Leave your worries behind

with Figo's extra-large boot.." Ford came out clean in this faux pas when it was later revealed that the advert had been posted online without prior approval from Ford. However, campaigns that may make sense in a certain environment, may not necessarily work in other places.

The Indian market is lucrative for any

company now. So, it is perennial for a

company to choose its campaigns

carefully so as to not alienate anyone

from this booming economy.

JWT India released the statement: "After

an internal review, we have taken

appropriate disciplinary action with those

involved, which included the exit of

employees at JWT. These were necessary

steps owing to the direct accountability

of the individuals as we work to ensure

that both the right oversight and

processes are strictly enforced so that

this never happens again."

Ford is one of JWT’S biggest client across

the globe and luckily for JWT, they still

remain one. For an increasingly

competitive market like India, both Ford

and JWT needs to gather their wits and

ensure a similar faux pas in the future

does not lead to them losing some

hallowed ground.

Tete-a-Tete Mr. Rohit Onkar

FEBRUARY 2015 17

Q…And are the Indians equally

interested in it?

A: Absolutely. In fact, Indians are more

stingy and interested in numbers and

rather than focusing on a new concept or

technology, we are more concerned

about returns on our investments as it’s a

part of our baniya mentality. In US, it’s like

they think of it as an investment and that

they will get a return in 5-6 years and

that’s more the kind of horizon they have,

Indians believe in quick ROIs and are

measurement in real-time basis.

Q: As a part of online analytics, how

much of other tools do you use (other

than Google analytics)?

A: It depends on the kind of structure

you have at your workplace as, we are a

400-member team out of which 60%

work on Search Engine Optimization,

which is our main offering and a 10-

member standalone Analytics team.

Having said that, there are other people

too who work on other domains like

Social Media or SEOs or PPCs who use

analytics on a daily basis, so it’s not a

separate function per se but analytics is

used in each and every vertical of the

whole process.

Interview with Rohit Onkar, Project Manager-Social Media, SMG Convonix, the speaker at the Google Analytics Workshop, Navikaran ‘14-’15, SIMSR.

Q: What is the scenario for Google

Analytics in India? What portion of their

revenues is a company willing to spend in it?

A: Not only from an Indian perspective but

also from a global perspective, marketers

are willing to spend a lot of money on

measuring their marketing investments

(through Google analytics). If you spend 100

rupees on your digital marketing initiative,

you will spend 20 rupees on measuring your

performance because without measuring,

there is no point of doing it. Comparing it

from an offline perspective as well, you can

never make out the return on your

investment on a TVC or any other thing but

in the digital world, you can get records for

every penny spent because you can track to

the deepest level and it (digital) is still

cheaper as so as to measure the success of

your TVC’s return, you have to engage an

outside agency and come up with figures

and back study but in digital, you can

directly measure it correctly.

Tete-a-Tete

Q: And that is only Google Analytics or

all the other tools?

A: 90% of the people will use Google

Analytics because it’s free and less

complicated and there is not much

significant difference in using a paid tool,

there is as much of a 10% difference in

between Google Analytics and other paid

tools and the amount you end up paying

on a paid tool is far greater.

Q: While using Google Analytics, do you

get the data from your competitor as

well?

A: No. The only constraint with using

Google Analytics is that you need to be

the admin of your website or the master

of your website.

Q: How can one get competitor’s data?

A: There are other tools you can use.

Apart from that, from time to time,

Google will also come up with a study. So

let us say, if you are Flipkart you cannot

get Amazon’s data but you will get e-

commerce’s data as a category.

18 THE MARKSMAN

Q: Do you have a standalone server for

this data? How do you work on the

back-end of this?

A: This is all Google’s data and you do

need to have that on your machine.

Q If one is asked to think of making a

digital plan for a company or a product

the first thing that one comes up with is

using a hashtag and related stuff, so how

much of a part does that play in the

whole campaign?

A: It’s a very simple thing to do but the

concept is more important and if you

can get a conversation based on that

(then it may work). As I can think of the

example of Tata Tea and their Jaago Re

campaign. Their ads barely talk about

the tea, which I personally think is far

better than any other tea and they can

talk about sourcing the best of

Darjeeling tea leaves but they never do

that and talk about Jaago Re instead,

which is their hashtag and if somebody

comes to me talking about this, I do not

have to think twice about what it is

related to. So, that’s more important.

The World Cup season is on and it would

be a crime to not talk about brands,

especially being a marketing magazine.

Most brands are doing one (lame)

campaign or another, desperately trying to

gain visibility. But one campaign has

conspicuously caught everyone’s attention

and it is not by a car, chocolate, biscuit or

a telecom service provider. I’ll give you a

mauka to guess. Got it? (Sad attempt,

apologies for that one.)

Star Sports has achieved every brand’s and

advertising agency’s dream! The Mauka

campaign has gone viral. Everyone is

talking about it. It has trended on Twitter a

couple of times (campaign is getting

measured digitally now!). And it has also

managed to create UGC (User generated

content = The best thing a brand can

achieve digitally). Wait till you see the

shortlisted entries for GoaFest.

The campaign started with the most

coveted cricket match for every Indian,

more important than winning the World

Cup, the India v/s Pakistan match. And how

it has picked up from there!

What made the campaign a hit, apart from

very cleverly (read: conveniently) picking

up the streak where India won, was give

the masses a very relatable, easy to

remember line, Mauka…Mauka… It struck

a chord with the infamous Indo-Pak rivalry

and gave an opportunity to Indians to have

a good laugh.

Making every Mauka count!

Hall-MARK CAMPAIGN

It has a catchy ring to it. And the word

Mauka is as situational as it gets. At this

point, the campaign seems to be pretty

obvious, people-pleasing, mass-appealing.

The India v/s South Africa match was

when things got interesting. Star Sports

1 toyed with our emotions, mocking us

that India has never won against the

Proteas in the World Cup. But a very

smart or jobless cricket fan took it upon

himself to retaliate. The campaign has

now turned into a contest between Star

Sports 1 and the viewers.

So far, with India winning all the World

Cup matches, everyone is happy and

sporty about the ads. The UAE one

should give us a few more laughs. The

campaign has continuity to it and can be

extended. But what happens when India

starts to lose? Will Star Sports venture

to tease fans with the loss? Or would it

end with a cliché of still cheering the

team? The campaign so far gets a clear thumbs up for being refreshing and could possibly be as successful as the Britannia World Cup campaign: Britannia Khao, World Cup Jao! But to make it truly memorable, the brand will have to handle the losses with the same wit. Ignoring them could fizzle out the buzz created. What do you think about this campaign? Tweet us your thoughts @Interface_SIMSR!

FEBRUARY 2015 19

You may love him or you may hate him,

but you simply can’t ignore him. The man

with a midas touch and a lot more than

that, Shah Rukh Khan needs

no introduction especially to the well

charmed people of the yore or the crazy

fan following that he has.

Be it the Flirty Rahul from Kuch Kuch

Hota Hai or be it the serious Raj from

Mohabbatein or be it the Fun-loving Aman

from Kal Ho Na Ho, SRK has always done

justice to every character that he has

played.

Shah Rukh Khan is often referred to

as “King Khan” or “Badshah” by his

loved ones. With a fan-following

going beyond the country or

continent for that matter, Shah Rukh

Khan is not only one of Bollywood’s

biggest superstars but also one of the

biggest and pioneering brand across

the globe.

Shah Rukh Khan: Hail the Brand Badshah

PIONEER

He has got the charm. He has got the

looks. He is witty and smart. He is an

actor, a producer, a sports team owner,

a businessman and most importantly an

entertainer. Loved and praised by

millions of fans worldwide, he is surely

the heartthrob of the generation Y.

From cars to colas, from reality shows

to anchoring award shows and from

toothpaste to pens, computers to even

apparels, the man can endorse and sell

it all!

The most vital question is what makes

Shah Rukh so convincing? Is it just

about the looks, about his personality,

about his public image or the way he

carries himself on and off screen?

20 THE MARKSMAN

PIONEER

Or maybe it’s an ideal combination of all

this that brings up a perfect formula that

have helped SRK build an aura of strength

around himself a persona of inspiration to

become the most popular icon of the

country.

It’s been a long journey and people have

stayed glued to SRK on the big screen,

battling the most feared villains, being the

perfect son, affectionate son-in-law,

impeccable big brother not to mention a

lover to die for! Fans hate it when he is

down and out and they love it when he

conveys those romantic lines. Such is the

charm of SRK — a man without a

Bollywood connection with no godfather

to pull the strings and yet someone

whose fame and charm go way beyond

region, nation, age and gender.

FEBRUARY 2015 21

While it’s certainly uncertain to

replicate the lover boy he plays

on screen, it’s also equally difficult to

put on his marketing ways and wits that

he displays while interacting with the

media and fans.

Ask a Bollywood fan to make a choice

between the Khans of Bollywood,

there’ll always be a foregone

predicament that SRK is a bigger brand

than every other element in our film

industry.

He may be advertising brands, pushing

his cricket team or representing his

production house. He may be on a

media junket for his latest release or

doing voice-overs for a NFP

organisation. Whatever he puts his heart

and efforts in - Shah Rukh Khan is the

Badshah of Brands.

BOOK WORM Buyology: Truth and Lies about Why We Buy

-Martin Lindstorm

22 THE MARKSMAN

In other words, the craving for a smoke

increases, not curbed which was intended. Scary

isn’t it?

Written in a very engaging

narrative, Buyology provides a fascinating glimpse

into the world of neuro-marketing, fusing the

disparate disciplines of neurological science

with marketing and consumer behaviour. This

book is testimony to the hypothesis that

marketing as a field is more rooted in

psychology than in artistic creativity.

Consumer buying behaviour, impulse purchases,

brand perception and other such marketing

concepts are well explained with psychology

and neuroscience as the foundation.

That is what makes this book one of the must-

reads for marketers who have taken a liking to

the newly emerging field of neuro-marketing.

In Buyology, Lindstrom, who incidentally was

voted one of Time Magazine's most influential

people of 2009, presents the astonishing

findings from his ground-breaking, three year &

seven million dollar neuro-marketing study, a

cutting edge experiment that peered inside the

brains of over 2,000 volunteers from all corners

of the globe as they were subjected to various

ads, logos, commercials, brands, and products.

His startling results shatter to pieces much of

Imagine that you are a smoker. On

the front of a pack of cigarettes are

gory images – a haemorrhaged brain,

deformed baby, blackened lungs, and

ugly cancerous growth – coupled

with stern admonitions like

“SMOKING KILLS”. How then

would you react to these gruesome

warnings?

According to renowned marketer &

author, Martin Lindstrom in his

bestselling book Buyology, the so

called “craving spot” of the brain

would actually be stimulated by

those visceral warnings, not

deterred.

BOOKWORM

the status quo as to what we have

believed and about what seduces our

interest and drives us to buy.

The focus point of the book is that we

are irrational creatures when it comes to

shopping (insert sexist remark

here). Emotions triggered in the

subconscious mind make up 90% of our

“buy” decisions compared to the 10%

associated with our conscious rational

brain. Thus, we often can’t explain why we

prefer a particular brand of lipstick, a

sports shoe, or an electronic device,

beyond stating its obvious attributes.

Do you want to know the answers to

questions like:

Does sex actually sell? To what extent do

models in skimpy clothing and suggestive

poses persuade us to buy products?

Despite government bans, does subliminal

advertising still surround us?

Can "cool" brands, like Apple with their

iPods, trigger our mating instincts?

Can other senses – smell, touch, sound &

taste - be so powerful as to associate

them with a particular brand or product?

Do companies copy from the world

of religion and create rituals – like

drinking a Corona with a lime or dipping

an Oreo cookie in milk – to capture our

hard-earned dollars?

FEBRUARY 2015 23

If so, then Buyology is the book you

most definitely want to read. Filled with

entertaining inside stories about how

we respond to such well-known brands

as Nokia, Calvin Klein, Ford, and Wal-

Mart, Buyology is a fascinating and

shocking journey into the mind of

today's

consumer that will captivate anyone

who's been seduced – or turned off –

by marketers' relentless attempts to win

our loyalty, our wallet, and our minds.

In summary, Buyology offers a compelling

look – or relook rather – at what truly

makes us buy. By marrying medical

science with marketing, it provides a

fresh twist to our understanding of

consumer behaviour. Fans of Martin

Lindstrom who love his other books

like Brandwashed (covered in the

October 2013 issue of

Marksman), Brand Child and Brand

Sense will find this volume a compelling

addition to their bookshelves.

REwind Navikaran ‘14-’15

24 THE MARKSMAN

Case Study event of Navikaran, in

association with Choice (Investment

Banking and Management Consultancy

firm).

The participants had to suggest a

marketing plan to capture market &

expand considerably while giving cost

effective solutions. The event was a 3

stage event wherein the participants had

to send a write up for initial selection,

based on which teams from B-schools

across India were shortlisted. These

teams then had to submit a presentation

with the marketing plan. For the final

round (on-campus), the top 6 teams were

shortlisted and these teams had to

deliver their strategies which would help

Choice in their endeavour to capture a

larger market.

Our esteemed panel of judges comprised

of Mr. Amit Singh (VP- Institutional Sales

of Choice), Mr. Arjun Gill (The Marketing

Manager) and Mr.Sunil Kapoor (The HR

head of WhereIsMyPandit). While Christ

University took the runners-up award,

SIMSR was adjudged the winners of

MarkYudh’14-15.

The second day of Navikaran saw the

final round of RanNiti- the Flagship Case

Study event of Navikaran, in association

With great enthusiasm and hopes, began the

preparations for Navikaran’14-15, the

marketing fest of SIMSR, organized by Team

Interface. It was indeed a pleasure to get

associated with very innovative brands

namely WhereIsMyPandit and Choice equity,

on board as our primary sponsors with

associate sponsorships from Line, Ebay,

SaveMyPocketMoney and Kebabs Grill.

The build-up towards Navikaran’14-

15 began way before D-Day with a series of

online competitions and fun activities. To

celebrate Halloween with the beginning of a

new trimester, ‘Trick-o-Treat”, a

photography booth was organized. Diwali

was made more colourful and bright with

the MeraDiyaWalaSelfie contest- A

Photography competition using Instagram,

facebook and other social media platforms.

Continuing the last year’s trend, the event

this time also was a two-day affair. A week

prior to the main event large number of

diversified competitions were organised in

the campus with marketing being the buzz

word all over SIMSR. 30th and 31st of

January 2015 were the days that filled the

SIMSR with joy and spirit of Navikaran.

The first day of Navikaran was marked with

the final round of MarkYudh- the Flagship

REwind

with WhereIsMyPandit, one stop window

to access Panditji for Pooja, to Pooja

Samgri for Pooja. The participants had to

suggest a marketing plan to create brand

awareness and recommend cost effective

solutions for promotions and backend

operations. The event was again a 3 phase

event wherein the participants had to

send a write up for initial selection, based

on which teams from B-schools across

India were shortlisted. These teams then

had to submit a presentation with the

marketing plan. The event witnessed a

new level of ideation and entries were

received from most of the top B-schools

across the country out which the top 9

teams battled it out for the ultimate prize

in the final (on-campus) round. Our

esteemed panel of judges comprised of

Mr. Arun Poddar, CEO, WhereIsMyPandit,

Ronak Agarwal, Director, WIP and Shivani

Bansal, VP, WIP. While SIMSR took the

runners-up award, Goa Institute of

Management was adjudged the winners of

RanNiti’14-15

An exclusive workshop on Google

Analytics by Mr. Rohit Onkar, Project

Manager- Social Media at SMG Convonix

was appreciated by all, the student and

faculty and attracted participation from

various colleges across Mumbai. The

workshop was a first of its kind and

received a fabulous reception from all the

participants. The Analytics Workshop was

highly interactive and informative.

FEBRUARY 2015 25

Navikaran 2014-15, also witnessed the

launch of 2 new events– fresh and new

that was sure to enthral all marketing

enthusiasts: InfoGraphica and Elevator

Pitch. InfoGraphica - The Infographics

Design Competition, tested the

designing ability and creative thinking to

convey information in a manner that

leaves the viewer more informed, while

making sure that they are always

engrossed. It was an online event where

winners were judged based on their

creativity and innovative ideas. Elevator

Pitch- A twitter event, to test the

negotiation skills and art of selling of the

participants. The participants were given a

problem statement wherein the

participants had to give their proposal to

CEO of the company.

Brand Treasure Hunt - An on campus

event based on QR codes and clues

attracted a huge participation from the

SIMSR students. The teams enjoyed the

fun-filled and intellectual clues while

searching for Treasure all around the

campus.

The Valedictory Function witnessed all the

winners cherishing their awards which

concluded the fun filled journey of

Navikaran’14-15. It thus was a thumping

success in providing marketing enthusiasts

with a plethora of opportunities to display

their marketing skills and we hope that

next year it can be made even bigger and

grander.

REwind 10th SIMSR Global Marketing Conference

26 THE MARKSMAN

of Revenue and Marketing for motion

pictures at Multi Screen Media Pvt. Ltd.

And Mr. Madhukar Sabnavis, Vice

Chairman and Country Head, Discovery

and Planning, Ogilvy and Mather. They

spoke about their experiences in the

industry to a massive crowd, each of

whom wanted to make the most out of

this opportunity to interact with these

pioneers. Finally the big day arrived and

the SIMSR campus was filled with the

then unknown faces carrying papers

having the trends of tomorrow written

over them. The fresh morning air was

filled with the zeal of showcasing

acquired knowledge as well as the zeal of

acquiring the showcased knowledge.

Presentations smoothly ran through

seven sessions of the next two days with

the fourteen track-chairs questioning the

researchers at every turn leaving the

audience asking for more. Mr. Hitesh

Gossain, CEO, Onspon.com, was invited

as the keynote speaker for kicking off the

proceedings of the second day and so he

did with a session as interactive and

interesting as possible. The top three

research papers, evaluated on three

different parameters, were recognized

and awarded with respect and a small

amount of money, as a token of

appreciation. All the other delegates were

also appreciated and certified for their

participation.

The countdown had begun from 19th

September only, when the Professor of

marketing at ‘The Smeal College at Penn

State’, Dr. Arvind Rangaswamy conducted a

workshop on Marketing Analytics for

Developing Effective Marketing Strategies,

for the second leg of the SIMSR Global

Marketing Conference. Finally the wait got

over on 24th and 25th of February, 2015

when researchers not only from the

country but from the globe were invited to

present their research papers on

Engagement Marketing. The proceedings

began on 9th February 2015 when Prof

Venkatesh Shankar, Professor of Marketing,

Coleman Chair in Marketing and Director

of Research at the Center for Retailing

Studies at Mays Business School, Texas A&M

University was invited over for a half-day

workshop on e-retailing. Invites to delegates

to present their paper were sent weeks ago

and so high was the intensity of the

attractiveness of the event that entries

flooded in almost instantaneously. So as to

ensure a certain quality level, some of the

entries were even rejected. To create

awareness among the students a quiz and an

online social media competition were held

on the 8th of February. The quiz had

questions related to the past and current

associations of the esteemed guests invited

to inaugurate the event: Mr. Tarun Chauhan,

TCS Consulting, Mr. Vivek Krishnani, Head

SquAreheaD

FEBRUARY 2015 27

BUZZ

CLUES

PUZZLE

28 THE MARKSMAN

ACROSS

1. Which club began as Newton

Keath LYR in 1878 and became what

its is known as today only in 1902?

3. In Latin it means ‘I Roll’. Which

famous car brand are we talking

about?

5. Which brand got its name from

the founder, Harry Pickup?

7. Identify the logo of this

homegrown Pharmaceutical brand

8. Who claimed responsibility for a

series of attacks in Egypt that killed

atleast 27 people?

DOWN

1. Where did a gas truck explode

outside a maternity hospital?

2. Who was the CEO of Mc Donald’s

Corp who just resigned?

4. Which celebrity endorses Fastrack,

Flying machine jeans and Fair &

Handsome for men?

6. Name this women’s co-operative

that has 650 crores worth of sales and

29 crores worth exports.

Answers:

1A. Manchester United 1D. Mexico City

2. Don Thompson 3. Volvo

4. Virat Kohli 5. Harpic

6. Lijjat 7. Piramal 8. ISIS

1 A 1 D

2

3 4 5

6 7 8

Call for ARTICLES

CALL FOR ARTICLES MARCH 2015

Articles can be sent on any one of the following topics*:

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

clearly mentioned.

The best adjudged article will be given a Winner’s Certificate.

Deadline for the submission of article will be : 20th March 2015

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

1. Brand Kejriwal takes Delhi by storm to win the

elections.

2. Minimalistic designs: The new trend in

advertising.

3. Persuasive techniques in advertising.

FEBRUARY 2015 29

To subscribe to "The Marksman",

Follow the link:-

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the-marksman.html

OR drop in a mail/contact us at :

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Subject line: Subscribe: Your

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THE TEAM

TWEETS by Parth Shah

It’s all about AD-itude by Kapil Maggo

Brand MARK ive by Alakh Krishnani

COVER STORY by Aditya Basrur

SPECIAL STORY by Amit Kumar Prasad

HALLMARK CAMPAIGN by Jaspreet Sandhu

FAUX PAS by Asheeb Singh Raina

PIONEER by Aman Dua

REWIND by Rishika Saxena

Abhijit Sharma

TETE-A-TETE by Abhijit Sharma

BOOKWORM by Dylan Menezes

SquAreheaD by Prashanti Kasinathan

BUZZ by Shweta Panikker

PROOF READ by Dylan Menezes

Asheeb Singh Raina

DESIGNING by Ritika Bramhe

Aman Dua

Niharika Srivastava

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 TEAM

30 THE MARKSMAN