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Monday, April 11, 2011

Brrrrrrrrrrrr !!!

The business case is compelling, make something worth 10 paisa, spend 500 times the amount in convincing the people that it is worth 1000 times the amount, and pocket the difference.

Now I will rely on my memory to quickly trace the growth and evolution of a brand. (Say “Bingo” if you can spot it already)

1. Scene 1 – T0 – Smart MBA enters into marketing of FMCG. 

It’s hot and hotter; can I have something cold to cool me?

But of course – Thanda matlab

Thanks to Amir Khan, two years numbers are met, (and so is my incentive)

2. Scene 2 - What after two years? 

Now forget about, it is obvious that you will pick up a coke when you want something cold, the question is will you pick it up in any other case?

Anytime you wanted to celebrate – Jashn mana le

Hrithik Roshan says  - fret not for 3 years.
Ok, OK, Mr. Smart Product/Brand manager, you have earned your big fat salary and done justice to your MBA degree, but pray tell me is this the best you can do?

Nay!! You underestimate me.

3. Scene 3 – Time T0 + 5 years.

You want cold drink you get coke, you want to celebrate you go with coke again, but what about excitement. The kind of excitement that makes your tummy jingles all the way.


It is Brrrrrrr – ting tong .......ting...... ting....... ting........

Now considering that "Brrrrrrrrr" is in a time when
  • India won the world cup of cricket and
  • IPL quickly followed the world Cup 
  • Imran Khan seems to be far more "cuter" than mama Aamir (going by female perception)
I will not hazard a guess on the longevity of this campaign !! 

I got to hand it to the Coke. Every year or rather ever season they create a new jingle, a new concept to sell the same old water, color, and sugar and soda combination.