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1.Pepsi’s new positioning high on the ‘Youngistaan’ brigade

(Ruchika Shrivastava)

Pepsi comes up with its new campaign “Oh yes abhi”

• This line is taken to envisage the current youth’s impatience and the attitude to get everything right now

• A mix of radio, on-ground and outdoor will be used to promote the latest positioning. The brand will also use Facebook and Twitter as a part of its digital strategy.
• focus will be more on television, followed by digital and then dynamic OOH banners.

             Analysis

• The company sticks with its old tested formula of being young and attract the youth
• The impact will be calculated after the release of the ad on 1^st February.

2.Mahindra rides on print and digital to promote new look

(Anirudh Seshadri)

·       The Mahindra Group recently unveiled its new visual identity with a new, hand drawn word mark which builds on the group’s heritage, while infusing modernity and dynamism into the brand.

·       The San Francisco-based brand consulting firm, Landor Associates, in collaboration with Mahindra’s internal design unit, has created this new identity.

·       In order to spread awareness about the visual identity, the brand has preferred print medium as opposed to TV.

·       The media spend for this campaign is about Rs 2 cr – Rs 2.5 cr (print and digital) and the campaign will continue to run for two and a half weeks.

·       B Karthik, Senior General Manager, Corporate Brand Management, Mahindra said that “Print is best suited for our communication as we think the message is best conveyed through this medium. Digital is also preferred because we can showcase slightly lengthier videos which can’t be done through TV.”

3.TBWA to lead communication for Datsun’s return

(Arpit Aggarwal)

·       Nissan Motor Company has appointed TBWA Worldwide as the global marketing agency for Datsun.

·       This appointment follows the announcement on the return of Datsun by Nissan Motor Company’s CEO, Carlos Ghosn, in March 2012 and it follows a competitive pitch, managed directly by Nissan.

·       Datsun is due to launch in 2014, with initial focus on India, Russia and Indonesia, providing local products under a global brand to the fast-expanding young middle class in high-growth markets

4.Nokia, Samsung, Sony among India’s most trusted brands

(Kunal Rao)

                                                                 

·       According to the results of the Brand Trust Report, India Study – 2013. Nokia, Samsung and Sony are India’s three most trusted brands this year.

·       BMW has made significant progress with a climb of twenty ranks to become India’s fourth most trusted brand. Tata slips three positions as India’s fifth most trusted after being in second place in the previous two years.

·       Godrej is India’s sixth most trusted brand and has moved up five ranks from last year and Reliance ranks seventh having gained three positions over 2012.

·       Bajaj slips to eighth rank moving one down from the previous year, Airtel maintains its position at ninth and LG is at tenth position, losing seven ranks from last year.

·       After being ranked second in the aerated soft drinks category for two years in a row, Coca-Cola takes the position of India’s most trusted aerated soft drinks brand, albeit with only a two per cent lead over the second ranked Pepsi.

·       Nano rides in as most trusted four-wheeler car brand and among consumer products, Tide beats Surf Excel while Nirma surges ahead of Hindustan Unilever as the latter slips significantly. 

·       World Health Organization leads in trust among global bodies followed by YMCA, UNICEF and Red Cross.