KYC: Know Your Cow? A Marketing Gimmick or Moo-ving Message?

KYC: Know Your Cow? A Marketer’s Chuckle and a Cautionary Tale

This particular advertisement was sent to me by my degree classmate, Mr. Rajiv Nagpal. It was definitely worth a chuckle, but it also woke up the marketing teacher in me. It was a Kisan CONNECT print advertisement.  

In an age of instant everything - instant coffee, instant updates, and yes, instant attention spans (we’re talking about 1/100th of a second!) - the risk of being misunderstood is always lurking. When I first saw the tagline “KYC – Know Your Cow,” my brain, trained by years of habit and context, immediately read it as a Bakrid slaughter animal ad. Yes, really.

Luckily, I took the time to read through it and understood the concept. “Rani,” the four-year-old cow, was the star here—part of an organic farming initiative that promises rich, natural paneer. A noble idea, certainly. However, I still couldn’t help feeling that the ad leaned more towards gimmickry than genuine impact.

Will it stand the test of time like Tata Steel’s iconic “We also make steel” campaign? I doubt it. This feels more like Amul’s short-lived “ATM – Any Time Milk” campaign. Remember that one? Probably not — unless you're a marketing professor like me, who archives such things with academic nostalgia.

When marketing meets moo-scommunication!!!

Some short forms are best left untouched. “KYC” is a serious term in the banking world. So when a bank employee calls and says, “Sir, can I update your KYC?”—I’d really prefer not to pause and wonder if he’s asking about my Aadhaar card details or a cow I may (or may not) own!

Just a point to ponder. Quirky creativity is great - but not at the cost of clarity. In marketing, especially today, every second counts - and so does every interpretation.

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Hashtags #Marketing #Branding #Advertising #MarketingInsights #MarketingFails #AdCritique #MarketingProfessor #ConsumerPerception #KYC #KnowYourCow #IndianAdvertising #OrganicMarketing #MisleadingAds #MarketingHumour #AdvertisingGimmicks #BrandMessaging #MarketingLessons #CommunicationMatters #MarketingCaseStudy

Packaging – The Silent Salesman

In 2002, while working as a marketing faculty at Bahirdar University in Ethiopia, I found myself in a land full of opportunity and learning, not just for the students, but for me too. Marketing was in a very rudimentary stage back then. The market itself was just entering its introductory phase, and naturally, there was very little in the way of teaching aids. No visual support, no props, and no real-world examples that students could relate to.

So, I reached out to my parents back in India and asked them to send me packaging materials — toothpaste tubes, soap wrappers, detergent boxes, and even Kellogg’s cereal cartons. Armed with these seemingly mundane items, I walked into my class. I vividly explained the difference between packing and packaging. Packing, I said, is for protection. Packaging, however, is for marketing.

A Lesson Etched in Memory: Years later, one of my former Ethiopian students approached me and said, “Dr. Anil, I still remember that class where you taught us the difference between packing and packaging. You said something I can never forget.”

He reminded me of what I had said in that session: “Packaging is the silent P of marketing – the silent salesman. When all the other Ps fall silent, it’s the humble packaging that must speak. It has to lure, seduce, cajole, and make the customer pick up the product. Once the product is in the customer’s hands, the chances of a sale shoot up. In a supermarket, buying decisions are made in a flash — and in that flash, every microsecond matters.”

That phrase – “silent salesman” – fascinated him. He pondered the contradiction in the phrase: Salesman and silent? How can a salesman be silent? Salesmen, after all, are often imagined as non-stop talkers, persuaders with overflowing enthusiasm. But in truth, some of the best salespeople I know are excellent listeners. They talk less and listen more. And in that silence, they uncover the real needs of the customer.

The Divine Design: Listen More, Talk Less. Even God, in His design, gave us two ears and just one mouth — a gentle reminder to listen more and speak less. That one class, that one metaphor — the “silent salesman” — made a lasting impact on my students. And perhaps, it made me a more thoughtful teacher, too.

Teaching Beyond the Textbook: I’ve always believed that a teacher should excite, not explain everything. Don’t be a kindergarten teacher who spells out each word. Ignite curiosity. Propel the student onto the path of self-discovery. Let the student read, question, and explore. If you create the spark, they will find the fire. And yes, sometimes, that spark can come from something as simple as a soap wrapper.

Key words: Packaging in marketing, 5th P of marketing, Packaging as the silent salesman,  Packaging strategy in FMCG,  Marketing mix packaging,  Importance of packaging in marketing,  Packing vs packaging, Marketing education in Ethiopia, Dr. M. Anil Ramesh marketing.  Real-world teaching in marketing. 

Role of packaging in consumer behavior, Teaching marketing with packaging examples, How packaging influences buying decisions, Real classroom experiences in marketing, Innovative teaching methods in business education,  Packaging design as a marketing tool, Emotional branding through packaging, Packaging case study in developing markets, Marketing teaching tools without technology, Storytelling in marketing education. 

Marketing mix elements, Experiential teaching in business schools, Visual aids in marketing education, Silent marketing techniques, Brand packaging strategies, Product packaging psychology, Cross-cultural marketing education, Packaging design in emerging markets. 

Twitter to X: The confusing rebranding exercise!

 I’m actually quite surprised by the rebranding of Twitter as “X.” Yes, Twitter had a nice feel to it — clean, friendly, and full of energy. And let’s admit it, the word “Tweet” sounded exciting. It had personality. It had charm. But for whatever reason, Twitter is now X. Just X.

And that’s where the confusion begins.The most surprising part is this: the symbol "X" — in most contexts — stands for exit. On a screen, when you press X, you close a page, you leave. So why name a platform after something that subconsciously signals “go away”?

Yes, I agree, the rebranding didn’t exactly damage the platform. People still use it. Maybe most users shrugged it off, thinking — “What’s the big deal? It’s old wine in a new bottle.” The app still works, the posts are still there, and the timelines are still as chaotic as ever.

But from a branding perspective? X is flat. It’s minimalist, yes. Simple, maybe. But is it memorable? Does it convey energy, emotion, or identity? I'm not sure. And here's the part that really baffles me — what do we even say now?

We used to say, “I tweeted.”

Now what? “Did you X today?”

“Did you post an X?”

“I saw your X (sounds like your-ex)?”

Sorry, but that sounds more like a typo or a code than a conversation. Maybe this is what happens when branding becomes too cool for its own good. Maybe simplicity won over storytelling. Or maybe, just maybe, Twitter was more than just a name — it was a feeling. And that feeling has quietly exited… with an X.

Keywords: Twitter rebrand, Twitter becomes X, X app branding, Elon Musk Twitter rebranding, Tweet vs X, Twitter new name, Social media platform rename,  Rebranding strategies, Branding confusion,  Minimalist branding,  Twitter name change 2023, X symbol meaning, Tech industry branding,  Social media brand identity,  Old wine in new bottle,  User reaction to Twitter rebrand,  Digital branding fails, Brand storytelling, Twitter brand recall,  Twitter nostalgia, Simplicity in branding, Flat branding design, Elon Musk social media,  Platform identity crisis,  Rebranding impact on users, Tweet replaced by X,  Emotional branding vs minimalism, Tech rebranding trends, Social media habits

When Cricket player Warner outscores Nitin the telugu Film Hero - The Curious Case of 'Robinhood' and Warner Mama

Check out the depths to which the Telugu film industry has plunged. The much-hyped movie Robinhood, starring Nithin and Sreeleela, arrived... and disappeared without a ripple. Despite being led by two recognizable names, the film struggled to generate minimal buzz. It was almost as if the audience collectively shrugged and moved on.

But then came the twist — the promotional campaign decided to ride on the shoulders of an unexpected savior: David Warner, affectionately dubbed “Warner Mama” in Telugu-speaking states. Zee and the PR machinery tried to inject some oxygen into the movie’s dying pulse by giving Warner all the limelight. David Warner plays a cameo in the movie for two minutes and 50 seconds. And he was reportedly paid a sum of 3 crores!!

The implication? That a cameo by a cricket star — foreign, no less — was more valuable than the star power of the film’s actual leads. What does that say about the current standing of our Telugu heroes and the sorry state of content?

I sat through this lifeless flick for over 50 minutes — painfully — before giving up. Not a single glimpse of Warner Mama until then! Maybe his appearance is strategically buried deeper in the film, counting on curious viewers to fast-forward or wait it out. But perhaps that’s the trick — on OTT platforms, you only need to watch a few minutes for it to be marked as a "viewed movie." It’s not about compelling storytelling anymore; it’s about algorithms, impressions, and play counts.

Let’s also take a step back and consider this: cricketers have rarely succeeded in films. History is full of such experiments gone wrong. From Sandeep Patil’s forgettable stint to Sunil Gavaskar’s cameo, and even Varun Chakravarthy, who started in cinema and turned to cricket — the reverse journey! Salil Ankola is another telling case — once a promising cricketer, he lost his way chasing an elusive acting career.

Not to forget others like: Ajay Jadeja, Kapil Dev, Vinod Kambli, Harbhajan Singh, Sachin Tendulkar (in his biopic), Yuvraj Singh, Shikhar Dhawan, Irfan Pathan, Brett Lee, and Sreesanth. 

Their appearances might amuse fans, but let’s be honest — star value in cinema is earned, not borrowed. So here's the big question: Is Telugu cinema so creatively bankrupt now that it has to bank on a cricketer’s cameo for survival? If the answer is yes, then Robinhood isn’t just a movie — it's a mirror to an industry that’s losing its plot."

Keywords: Robinhood Telugu movie, David Warner cameo, Warner Mama Telugu, Nithin Sreeleela's Robinhood,  Telugu film industry 2024, Cricketers in movies, Cricketers turned actors, OTT view count mechanism, Telugu cinema decline, Indian cricketers in films, Celebrity cameos in movies, Brett Lee in Indian films, Salil Ankola acting career, Sandeep Patil Bollywood, Ajay Jadeja movie career, Kapil Dev in films, Sunil Gavaskar acting, Vinod Kambli film debut, Yuvraj Singh movies, Shikhar Dhawan cameo, Irfan Pathan film appearance, Warner in Indian cinema, Telugu cinema hype culture, OTT content strategies, Cricket and cinema crossover, Telugu film promotions 2024, Star power vs content quality

what's in a name and in the logo - Everything - Operation Sindoor!!!

Operation Sindoor is more than a title. It’s a visual, cultural, and emotional response to a nation’s loss — and a reminder of its resilience. The red mark of sindoor, worn by married Hindu women, becomes a powerful symbol when linked with the forehead of India, Jammu & Kashmir. But when that sindoor is missing… it tells a different story.

This video explores:

The symbolism behind the colors of the logo

A tribute to the victims of the Pahalgam attack

A cultural metaphor that connects grief, strength, and strategy

A subtle nod to the Indus River and the strategic Indus Water Treaty

Every frame is a layer. Every color, a statement.

This is not just a video. It’s a message.

#OperationSindoor #IndiaFirst #IndusRiver #SymbolOfStrength #PahalgamAttack #JammuAndKashmir #CulturalResistance #RedForSacrifice #SindoorSymbolism #IndianWomen #VisualProtest #EmotionalTribute #IndusWaterTreaty #MilitarySymbolism #IndianHistory #ViralVideo #ReelsIndia #InstaReels #ShortsIndia #Storytelling #EmotionalVideo#Indianarmedforces

Operation Sindoor: The Name, the logo, the Message, A Masterstroke!!!

We’re not going to talk about the airstrikes here — let’s focus purely on the name and the logo of the operation. And I must say, the Indian Armed Forces have done a fantastic job on both fronts. First, take a look at the background colour — black. Black is traditionally the colour of protest, and in this context, it symbolically conveys that India is mourning the Pahalgam attack. Subtle, but powerful.

Now, the name — Operation Sindoor — is just as symbolic. If you visualise the map of India as a lady, then Jammu and Kashmir would be her forehead — and Sindoor is traditionally applied there. That alone makes the name rich in meaning.

It is also worth mentioning that the operation is dedicated to those unfortunate women who lost their life partners (Sindoor). The colour of Sindoor is the same as the sindoor that Hindu married women wear in their hair to symbolize their marital status. And when a lady loses her husband, she no longer wears the sindoor,    

But there’s more. "Sindoor" also subtly links to "Sindhu", the Sanskrit name for the Indus River. So, in a not-so-subtle way, the name also points towards the Indus Water Treaty, which India had previously put on hold. It’s a quiet reminder, but a strategic one.

All in all, a brilliantly designed logo and an even smarter name — one that really resonates with the public and frames the situation in exactly the right light.

Keywords:  Operation Sindoor, Indian Army, Pahalgam Attack, Indus Water Treaty, Sindoor Symbolism, India Map, Jammu And Kashmir, Protest Color, Black Symbolism, Military Naming, Strategic Messaging, Sindhu River, Indus River, Defense Strategy, Emotional Resonance, Military Logo Design, Symbolic War Names, India Strikes Back, Public Sentiment.

Hashtags:#OperationSindoor#IndianArmy#PahalgamAttackm#IndusWaterTreaty #SindoorSymbolism#IndiaMap#JammuAndKashmir#ProtestColor#BlackSymbolism #MilitaryNaming#StrategicMessaging#SindhuRiver#IndusRiver#DefenseStrategy #EmotionalResonance#NationalMourning#MilitaryLogoDesign#SymbolicWarNames #IndiaStrikesBack #PublicSentiment

Scrap Metal or Sacred Memory? The INS Vikrant and the Bajaj V15 motorcycle saga

Taken from my Facebook post of 29th October 2016. Bajaj V15 uses INS Vikrant’s metal, but does patriotism belong in marketing? A deep dive into branding, sentiment, and the ethics of emotional advertising.

Bajaj has introduced a bike—the Bajaj V15. Its fuel tank is apparently made from the metal scrap of the INS Vikrant, India’s first aircraft carrier. But here’s where things start to get uncomfortable. It’s not about the bike itself. It’s about how it's being marketed.

Bajaj decided to wrap the whole campaign in the Indian flag — metaphorically, of course — and say that buying the V15 is almost like doing your bit for the country. The message was clear: Buy this motorcycle, and prove your patriotism.

The Patriotism Pitch: Using national pride as a marketing strategy isn’t new. But there’s a thin line between honouring history and exploiting sentiment. And this campaign, intentionally or not, seems to cross that grey zone.

Aamir Khan is the spokesperson for Bajaj V15. He is endorsing the V15, calling it "a piece of history." But if history is what we’re after, then why not just give people a literal piece of the warship?

A Better Way to Remember:  Let’s take a cue from Germany. After the Berlin Wall fell, pieces of the wall were sold in tiny acrylic display cases. Each piece came with a certificate of authenticity, and people bought them not as gimmicks, but as historical artifacts. That made sense. It was symbolic, tangible, and respectful.

Bajaj should have done something similar—a commemorative plaque with a small, certified fragment of the INS Vikrant. That would have been an elegant tribute. Something to keep in your study or pass down to the next generation. Instead, they melted that sentiment onto a two-wheeler tank and called it patriotism.

Should Brands Use Patriotism to Sell? Companies should be inspired by history. That’s fine. Even admirable. But when the messaging shifts from “This is a cool bike with a historic touch” to “Buy this or miss your chance to be a patriot,” that’s where things go off tangent. We live in a country where emotions are powerful, especially national emotions. But it’s also our responsibility as consumers to know when that emotion is being tapped genuinely… and when it’s being sold to us with a price tag.

So, are we unpatriotic if you don’t buy the V15? Of course not. Buy it if you like the specs. Buy it if you like the design. Buy it if you’re a fan of Bajaj. But don’t buy it because someone told you it makes you a better Indian. 

Being a good citizen has nothing to do with what you ride, wear, or own. It's about how you think, how you act, and how you treat others. History isn’t something we buy — it’s something we remember, learn from, and respect. Let’s keep it that way.

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#BajajV15 #INSVikrant #PatrioticMarketing #AamirKhan #BrandEthics #EmotionalAdvertising #IndianNavy #MotorcycleCampaign #BerlinWall #MarketingAndNationalism #IndianBrands #HistoryInMarketing

Keywords: Bajaj V15, INS Vikrant bike, Patriotic marketing India, Aamir Khan Bajaj bike, Bajaj V15 patriotism, History in advertising, Emotional branding in India, Brand nationalism, Indian Navy tribute bike, Berlin Wall souvenirs marketing, Marketing ethics in India, Bajaj V15 campaign review, Bikes made from warships, Aamir Khan endorsements, Brand storytelling India

" Casagrand - High-End Homes, Low-End Placements: A Marketing Misstep"

I was coming home today — usual traffic, slight jam, nothing new. I casually turned to my left and spotted something peculiar.

There it was. A flyer, slapped onto the wall of a bus stand. Nothing unusual in that — except this one was for CasaGrande Apartments, with prices starting at ₹1.85 crore and going up to ₹3.8 or ₹3.9 crore!

Now, here’s where it gets interesting — or rather, absurd. Who exactly is this flyer speaking to? Let’s be honest. The average person waiting at a bus stand isn’t in the market for a ₹3.8 crore apartment. That’s just not how demographics — or logic — works. The kind of person considering a luxury apartment like that is probably not commuting via RTC buses. They’re more likely zipping by in a Mercedes, an Audi, BMW or at the very least, a cushy Uber.

So what’s the strategy here? Sticker shock? Accidental discovery? Or is someone at the media agency just ticking off deliverables without applying consumer insight?

Outdoor Media (OOH) has its place, especially in posh pockets like Gachibowli, Jubilee Hills, or Banjara Hills. Giant hoardings? Sure. Prime LED signage? Makes sense. But sticking a luxury apartment flyer on a dusty bus stand? That’s like promoting Rolex watches in the RTC timetable booklet.

And on a lighter note — maybe, just maybe, some of those Merc or BMW folks might notice the flyer while stopped at the signal. But what’s the brand perception then? Premium real estate stuck to public transport infrastructure? It’s a mismatch, and it cheapens the brand. The message you’re sending is confusing at best and contradictory at worst.

Let’s talk celebrity endorsers now. The face of this campaign? Venkatesh. Great actor, lots of respect, but let’s be honest — he’s past his peak when it comes to aspirational value for the younger, upwardly-mobile crowd. It feels like a safe, affordable choice rather than an impactful one.

What about someone like Ram Charan, Junior NTR, or Nitish Reddy? Even Sania Mirza or a young, dynamic achiever like P. L. Sindu could’ve added a fresh spark. Someone who aligns with ambition, aspiration, and modern luxury.

Affordability in endorsements is important, yes. But is affordability the reason we’re picking a celebrity who no longer connects with the target market? That’s a branding misstep. Just like that flyer at the bus stop.

So here’s some food for thought: Luxury brands must act like luxury brands. That means everything — from the celebrity you choose, to the place your flyer shows up — must reflect the image you're trying to build. Or else, you end up with a ₹3.9 crore apartment ad being read by someone figuring out if they can afford even a Rs 30 lakh apartment.

#LuxuryApartments #HyderabadRealEstate #CasaGrande #RealEstateMarketing #OutdoorAds #CelebrityEndorsement #GachibowliLiving #PremiumHomes #MarketingFail

Pakistan’s Copycat Syndrome: From Culture to Chak De India

All the rants from across the border — “We are superior,” “Our culture is superior,” “Our people are superior” — fall flat the moment you start observing the little things. Scratch beneath the surface, and what do you find? A nation that simply cannot resist copying India. And not just any India — they seem particularly fond of our filmi culture.

Take this recent snapshot of the Pakistan women’s cricket team celebrating their ICC Women’s World Cup qualification. They're all smiles — and rightly so. Qualifying for a global tournament is no small feat. But here’s the catch: their celebration was marked by a now-familiar gesture — the motion of a plane taking off.

Sound familiar? It should. It’s the exact same gesture that Shah Rukh Khan makes in Chak De India, when the Indian women’s hockey team gets the green light to fly to Australia for the World Cup. The parallels are striking. A women’s team. Doubts about qualification. An uphill battle. And a triumphant gesture of flight. It’s not subtle, it’s not accidental — it’s inspired. And by “inspired,” I mean blatantly copied.

Let’s be honest. It’s not just a hand movement. It’s a cultural imprint, a reference that only makes sense if you’ve seen the film. And from the look of it, every single one of them had. They’ve seen Chak De India. They were influenced by it. Possibly even motivated by it.

And that’s where the irony kicks in. For all the nationalistic chest-thumping and “we are not India” rhetoric, when it’s time to express raw emotion and celebrate the feel-good, the hard-earned, the heroic, they fall back on Indian cinema. And not just any Indian cinema — they fall back on Shah Rukh Khan.

If copying is the highest form of flattery, then Pakistan is a master in the art of imitation. From television formats to cricket leagues, from music videos to movie scenes, from news anchors to national narratives — if it’s Indian and it works, it eventually makes its way across the border with a few tweaks and a lot of denial.

So here’s to the Pakistani women’s team — for qualifying, for making history, and for giving a nod (whether they admit it or not) to Chak De India. Sometimes, gestures speak louder than words. And sometimes, even louder than borders.

 

P & G Creative Advertisement “Not a Kaccha Nimbu, 20 years of P&G Shiksha” that almost Misses the Mark!

Today, while I was walking back from class, my colleague Dr. Himabindu Madam called my attention to a rather unusual advertisement. She said, "Sir, you must definitely write a blog post about this one!" I’m always grateful when colleagues like her recognize my habit of writing about the odd and interesting things that happen in the world of marketing.

An Ad That Stood Out—But Only When Pointed Out by my colleague: This ad was published in The Times of India, and it caught her attention — but not mine when I did browse the same newspaper in the morning. It said:

Change of Name “I Kaccha Nimbu son of Amit Kumar and Jasawanthi Kumari, resident of Phoolpur Jilla, Pimpidi Tehsil, Pin 404181 – have changed my name and will hereafter be known as Bikas Kumar,– Scan know my story."

On scanning the QR code, I was taken to a YouTube video of P & G’s “Not a Kaccha Nimbu (unripe lemon), 20 years of P&G Shiksha”,  where the story of Amit Kumar unfolds — as someone who was once mocked or teased as a child but has now risen above it all to become a successful individual. He has rewritten his narrative and wants the world to know about it. An inspiring concept, no doubt!

 The Idea is Brilliant, But Execution? That said, there are three points I feel strongly about.

First, the execution didn’t do justice to the concept. When I saw the ad in the newspaper earlier, I didn’t even pause—it looked like one of those “name change” notices and didn’t grab my attention at all. Had Dr. Himabindu madam not told me, I might have missed it completely. That’s a big miss for an ad that’s trying to spark curiosity.

Second, the size and placement of the ad left a lot to be desired. It was not very big —barely noticeable. If the goal was to make an impact, the ad should have been at least a quarter or half-page. A catchy headline or a bold lead-in could have helped generate more interest. As it stands, it was too easy to skip.

The Video: A Bit Too Long. Also worth mentioning is the length of the YouTube video. At 2 minutes and 41 seconds, it felt longer than necessary. In today’s age of short attention spans, a tighter version under a minute could have had a much stronger effect—concise, punchy, and to the point.

Closing Thought: To sum it up, a wonderful idea that deserved better packaging. In marketing, especially with storytelling campaigns, grabbing attention is half the battle. And in this case, a little more thought in design, placement, and video duration could have turned a good idea into a truly memorable campaign.

Keywords: Marketing, Advertisement, Print Ad, QR Code, YouTube Campaign, Brand Storytelling, Ad Execution, Newspaper Ad, Creative Campaign, Amit Kumar Ad, P&G, Video Marketing, Viral Ads. 

 Hashtags:#MarketingInsights #CreativeAdvertising #BrandStorytelling #PrintAds #QRCodeMarketing #YouTubeCampaign #AdvertisingStrategy #PandG #MarketingFails #ViralAds #AdAnalysis #MarketingBlog

More Keywords: P&G advertisement analysis, Amit Kumar P&G ad campaign, QR code marketing strategy, Print advertisement case study, Brand storytelling in advertising, Marketing campaign critique, Newspaper ad effectiveness, Creative ad campaigns India, YouTube ad engagement tips, Advertising strategy gone wrong, Emotional branding examples, How to improve print ads, P&G. 

Thums Up (Allu Arjun) vs. Campa Cola (Ram Charan) : A New Chapter in India's Cola Wars"

Ram Chran

It is summer, and the Cola Wars are on! It has become a custom among cola companies that the battle for dominance automatically heats up whenever summer arrives. The sniping has already started this year, and it’s getting quite interesting.

Allu Arjun

Thums Up has brought in Allu Arjun as its brand ambassador and released some very exciting and energetic videos. Not to be left behind, Campa Cola has now signed Southern superstar Ram Charan as its spokesperson. Interestingly, this marks a first in the advertising industry — the same spokesperson is now being used for the entire country. The advertisements heavily bank on his star status and mimic his famous movie scenes from Magadheera and RRR.

Mahesh Babu 

Salman Khan

Earlier, brands used to appoint different film stars for different regions — a North Indian celebrity for North India, and a South Indian celebrity for South India. For example, during 2012–2013, this practice was quite common: Mahesh Babu for South India, and Salman Khan, later Shah Rukh Khan, for North India. 

Shah Rukh Khan 

Vijaya Devarakonda

Vishal

Sudeep

Thums Up has used Shah Rukh Khan for Hindi, Vijay Deverakonda for Telugu, and Kichcha Sudeep for Kannada. The strategy was clear — use celebrities who connect emotionally with people in their mother tongue ("Muzabaan").

But now, the shift is evident: the same film star is being used both for North and South India. This move shows the growing power of South Indian movies, especially Telugu cinema, and how Telugu film stars are now being recognized as true pan-India celebrities.

An interesting side point: There are strong rumours that Ram Charan and Allu Arjun do not see eye to eye, and that they don't get along very well. This rivalry is now amusingly reflected in their being selected as ambassadors for competing cola brands — Campa Cola and Thums Up, respectively.

Interestingly, Ram Charan is endorsing Campa Cola across India, whereas Thums Up continues with different endorsers in different languages (Shah Rukh Khan in Hindi and Allu Arjun in Telugu). Is this advantageous for Campa Cola or Thums Up? Only time will tell.

Chiranjeevi 

During the pesticide controversy in cola drinks that erupted in 2008, superstar Chiranjeevi took the moral high ground and declared that he would never endorse any cola brands. He refrained from being a spokesperson for Thums Up. Chiranjeevi already had political ambitions at that time and quit cola endorsements in 2008. Credit must be given to Chiranjeevi for standing by his principles — he never again endorsed any cola throughout his career.

However, times have changed. Ironically, about 17 years later, his own son (Ram Charan) is now endorsing a cola brand! Meanwhile, Telugu superstar Mahesh Babu had no such moral constraints and continued endorsing Thums Up — and even Bollywood's Salman Khan did the same. In the end, perhaps it’s all about the money. That's just how it is!!!

Breaking the Mold: Rapido’s Scooty feature - a Game-Changer for Women and elderly Travelers"

 Observation about Rapido’s New Scooty Feature:

1. Ditch rough rides! Choose Rapido’s scooty rides — safer, smoother, women-led, gearless comfort. Family-ready, luggage-friendly, premium travel redefined. Ride smart. Ride safe.

2. Rapido has introduced a new feature: scooty rides (gearless two-wheelers like Activa, Jupiter, etc.). Rapido is taking customer feedback seriously and acting upon it.

3. Scooty rides are being offered instead of traditional motorcycles. Long-distance scooty rides aim to help older men, women, and young passengers who struggle with high-sloping motorcycle pillion seats. (Severe cramps are a common complaint.)

4. Motorcycles are rough, fast, and less comfortable, especially for girls and women. Scooty rides offer luggage space, useful for trips to bus and train stations.

5. Scooty rides are safer, slower, and statistically less accident-prone. Rapido is aiming to encourage more women captains (drivers).

6. Rapido’s algorithm may match women travelers with women captains, promoting safety and comfort. Rapido is charging a 10% premium for scooty rides, which seems like a fair deal considering the extra comfort and safety.

7. Keywords:  Rapido, Scooty rides, Scooter taxi, Two-wheeler rides, Bike taxi, Mobility solutions. New feature launch, Passenger safety, Women empowerment, Inclusive transportation, Long-distance two-wheeler, Comfortable rides, Safer rides, Luggage-friendly travel, Women captains, Gearless scooters, Customer-centric innovation, Ride-hailing services, Urban commute, Premium service offering, Family-friendly travel, Feedback-driven innovation. 

8. Hashtags: #Rapido  #ScootyRides #MobilityInnovation #UrbanMobility #WomenInTransport #SaferRides #CustomerFirst #InclusiveMobility #ComfortableCommute #GearlessJourney #SmartTravel

Can De Beers Diamonds Deliver Dramatic Dent in Gold Demand?

Most of my students read the ad and became sentimental. They went gaga over the father—how he was treating his daughter like a princess, how he was trying to break a stereotype, how he considered her a princess, and how he wanted to gift her a diamond on her 16th birthday.  Satiated, they fell back into their seats.  Their faces had the expression of a cat that had a bowl full of cream and was supremely happy.

I said, “Yes, very good. All that you said was seeing the trees and missing the forests. Do you really think that De Beers is the Government of India to fight for girl and women empowerment? Did any of you see the business angle? Every company is looking to make money. It is all about money. How does this ad make sense considering that DeBeers would have spent 40 Lakh rupees in putting out this advertisement?”

A whopping Rs 1,65,000 crores worth, or 802.8 tonnes of gold was consumed by India in 2024. Industry estimates say that diamond sales in India are only 20% of the gold sales. Just like Thums Up dominating Coke in India, in all other markets Coke is an undisputed king. Similarly, only in India do diamonds play second fiddle to gold in a country that worships the yellow metal.

DeBeers is the market leader in the diamond business and would like to have a bigger share in the very lucrative Rs 1,65,000 crore worth of sales that gold generates in India. India has always been a gold country, and the attraction is that gold is seen as a hedge against inflation and as Stree Dhan (a lady’s wealth), wealth that belongs to the lady (mother, wife, daughter). Gold is also seen as an excellent investment that offers a great return on investment.

Diamonds don’t have the above attractions for Indian women. It is only seen as an ornament that is used as part of gold jewelry. That is the perception that De Beers wants to change. Think of diamonds when you earlier thought about gold. A girl's birth, first birthday, first day at school, a girl attaining puberty, engagement, marriage, etc. Thus, this ad campaign of DeBeers is to change perceptions about diamonds. It is positioning itself straight against gold.

Similarly, in the 70s and 80s, motorcycle riders  in the USA had a macho image and an image of negativity because of movies and popular culture. The riders were huge, had tattoos, wore leather clothes, and were shown as tough people. Movies like Mad Max heightened and reinforced the image of this ultra-tough, macho bad man. Regular customers were shying away from motorcycles.

Honda wanted to change this perception and came out with a path-breaking campaign. "You meet the nicest people on a Honda." This campaign, where Honda showed people from different walks of life, aka respectable people, riding a Honda motorcycle, went a long way in changing the perception of a motorcycle being a  mode of transport of tough, bad people. De Beers is trying to do the same with its campaign: change perceptions. In a way, it is a generic campaign that will benefit all diamond sellers, and as a market leader, De Beers would profit the most.

De Beers, too has tried the perception change campaigns in the past. One of its iconic campaigns was the “A diamond is forever” campaign, but that focuses mostly on the engagement and the marriage segment. But in India, it is trying to trigger the heartstrings of the breadwinner, the father, assuming that he will do anything for the apple of his eyes - his daughter!

Key words: Jewelry Marketing, Luxury Goods Advertising, Consumer Perception, Market Trends, Advertising Campaigns, Brand Positioning, Product Promotion, Target Audience, Market Research, Sales Strategy, Gold Marketing Strategies, Gold Investment Promotion, Precious Metals Marketing, Gold Jewelry Branding, Digital Gold Marketing, Gold Sales Campaigns, Luxury Gold Products, Gold Market Trends, Gold Advertising Agency

The cost of Upgrades: Bait-and-Switch and modified Bait and switch pricing Tactics

Picture Courtesy Pixabay.com

In 1987, I was a Sales Executive for a company that marketed electronic typewriters, sold in 14-inch and 17-inch carriage sizes. The product line 400 we marketed was as follows:

1. Network 400, 14-inch carriage size: Basic electronic typewriter that functioned like a manual typewriter. Its advantages included replaceable daisy wheels for font change and a correction facility. Cost: Rs 9,990/-

                    Picture Courtesy: Pixabay.com

2. Network 401:  An upgraded model that had a small 20-character LED display. Cost: Rs 11,990/-

3. Network 411: This model featured a one-line display and 8KB memory, allowing users to store standard letter formats. Cost: Rs 13,990/-

4. Network 431: Same as the 411 model, it had 32 KB memory but priced higher at Rs 15,990/-

Now, one might ask, what's the big deal? The big deal is that the chip controlling the display and memory was the same across models. In the lower-end models, the display was simply disabled. And for those models that offered memory, the cost difference between an 8 KB chip and a 32 KB chip was marginal—perhaps Rs 500/- at most (considering 1987 prices).

The Pricing Tactic: Customers were led to pay increasingly higher prices for incremental feature enhancements. During demonstrations, the salesperson would often showcase a higher-end model with a display, bold facility, and memory. However, if the customer ended up purchasing the basic Network 400, they would receive a simple typewriter—one without bold typing capabilities.

Some customers may have felt disappointed, but they never explicitly asked if the Network 400 had bold typing. Since they didn’t ask, salespeople remained diplomatically silent.

The E-Commerce Parallel: A modified bait and switch happens on e-commerce platforms today. For instance, a Facebook advertisement may display a Timex watch for Rs 1,285/-, but upon clicking, the actual product page would list it at Rs 1,956/-—an increase of almost Rs 700/- (over 50%).

This kind of pricing deception creates false expectations, luring customers in with an attractive price—only for them to discover the real cost later.

Keywords: Hidden costs, Marketing tricks, Deceptive E-commerce pricing, Selling tactics, Product differentiation, False advertising, Customer perception, Pricing deception.