1. The MARKSMAN
K J SOMAIYA INSTITUTE OF MANAGEMENT STUDIES & RESEARCH VOL. 2 | ISSUE V | OCT’11
FESTIVE
MARKETING
Celebration time for buyers
and sellers alike!
INSIDE
and more !
Guerilla No Money 4 Ps of Anna
Marketing marketing - Hazare’s
Old Monk Campaign

2. EDITOR’S DESK
Dear Readers,
At the onset of this festive season, we bring to you a riveting,
celebratory and insightful festive edition of your very own MARKSMAN! This issue is
our basket of wishes to all our readers thanking you all for your encouragement,
suggestions and unstinted support. We shall continue to strive towards excellence;
learning and raising the bar at each leap!
The coming few months, beginning Diwali to the New Year, are going to be full of
merriment and ebullience. Ring in the revelry with our cover story on Festive
Marketing! Read on how companies hit full throttle with promotions, offers and
advertising campaigns to leverage the occasion.
We hope you appreciate the element of surprise! Our special story shall take you
through some intriguing and creative Guerrilla marketing. Indulge yourselves with
MARKSMAN traditions such as TWEETS, ITS ALL ABOUT AD-ITUDE, REWIND and
get acquainted with our new addition “SQUAREHEAD”!
We, at Interface are overwhelmed by the increasing number of entries we have been
receiving in response to our call for articles. We take this opportunity to thank all our
readers for their enthusiasm and for making our job more challenging- we love it!
Keep writing in! We would also like to congratulate the winner of our featured
articles section Mr. Abhimanyu Sukhwal. Our featured articles shall take you through
the unique, penniless marketing of Old Monk; explore how 4Ps are being used to sell
not just products or services but also socio-politico awakening, case in point, Anti-
Corruption campaign by Anna Hazare; next we open the Pandora‟s box claiming- All
Marketers are Liars.
We hope you enjoy reading this issue as much as we did bringing it to you! Until the
next issue, in memory of the great visionary- Steve Jobs.
“Stay hungry, stay foolish!”
Cheers !!
Team – Marksman
The Interface – The Marketing Club of SIMSR
OCTOBER 2011 01

3. CONTENTS
COVER STORY
03
06
FEATURED ARTICLES
SPECIAL STORY
New!
THE
REGULARS
02 THE MARKSMAN

4. COVER STORY
Is it as bright as the festivities?
introduction of new products, discounts
"It's not enough that we do and offers, and promotion campaigns. So
our best; sometimes we basically any special promotion offer
have to do what's required." going on during the period between this
- Sir Winston Churchill time can be classified as festive
marketing.
The extended festive season is here! It
goes on for about a month and a half,
and for the religiously inclined Indians,
it‟s also an auspicious time to do
purchasing. And the marketing
departments of all companies, big or
small, know of this opportunity and are
geared up for it , ready to go that extra
mile to rope in customers.
What is festive marketing?
The onset of the festival season is from
Onam and it lasts till Diwali, and in What’s in it for the companies?
between there are festivals like Durga
Puja and Dussehra. So during this period, In a country like India, where purchase
almost all of India has one or the other decisions are mostly driven by emotions,
festival being celebrated and companies the holiday season comes with a big
have the opportunity to push their bonus of reminding the customers about
products and to this end, they come up the Indian culture by associating it with
with various offers, either advertising it products. Festivities provide a very good
on a pan India scale using ATL(Above opportunity to reconnect with current
The Line) Marketing or have separate and prospective clients or customers.
BTL(Below The Line) marketing Companies can plan out effective
campaigns region wise. Majority of the marketing strategies during the festivals
players increase their marketing spends that will help in making a better connect
by nearly 30-40 per cent, along with the with customers or clients, and this
OCTOBER 2011 03

5. COVER STORY
is exactly what the companies do. They
will go to any extent to lure in the
customers in the festive season and
make them loosen their purse strings
even if they are unwilling, especially in
the recession and post-recession
recovery period.
How do they go about it?
If we look at the offers being extended
As is evident, festive time is a big this time around, Samsung India has
opportunity to increase sales and so rolled out the “Samsung Smart Utsav”
companies leave no stone unturned to offer, valid from September 10 to
gain as much advantage of this seasonal October 31, 2011, under which the
increase in consumer‟s willingness to buy. company is offering gifts worth Rs 150
Looking at previous trends, companies crore. Also, on the purchase of any
see a 30-50% jump in sales figures during Samsung product, consumers are assured
the festive season. And to achieve this, of gifts like DVD packs, 3D titles, DVD
they spend accordingly too. Companies player, Blu-ray player and 3D glasses. The
like Sony and Whirlpool spend anywhere company has targeted around 30 per
between 100-150 crore towards ATL cent growth for the festival season and
and BTL promotion during this time has rolled out a host of new products
which includes television and print with the main focus on its Smart
commercial, OOH(out of home), cinema television range and its home appliance
and shop front advertising. These product ranges. Departing from
advertisements usually talk about a consumer durables and going into the
promotional offer or scheme that the service sector,
company is offering, and these schemes
are designed keeping the demography in Uninor had announced the launch of its
mind which is evident from the fact that special Durga Puja Campaign called „Kom
different areas have separate schemes. Damey Besi Kotha‟ which translates to
“more talk for less price”, for both
04 THE MARKSMAN

6. COVER STORY
in the target audience are people, who
did not think of purchasing the product,
but seeing a very lucrative offer, indulge
in impulse purchasing or think that
because of the limited nature of the
offer, they can miss it and end up
purchasing. These kinds of sales are the
ones which account for the increase of
about 30-50% in the sales figures of a
company.
Kolkata and West Bengal circles. The
campaign was offering more talk time, So to conclude, we see that the deals on
hence more value for money for offer during this auspicious season make
Uninor‟s customers in Kolkata and West for a win-win situation both for the
Bengal during the festival season. The consumers as well as the companies
festive offer for Kolkata customers because both get something out of it and
includes up to 60% discount on all calls. even though Lord Leverhulme, the
British founder of Unilever said “Half the
Are consumers buying into it? money I spend on advertising is wasted,
and the problem is I don't know which
During the festive season, people are half “ such is not the case during
interested in buying new things and festivities. Companies do recover the
companies target this propensity of the extra money spent on the IMC
customers to introduce some very (integrated marketing communication),
attractive offers as mentioned before. so go ahead and spend. These offers
Now to a customer, who is already won‟t last just like the festivities!
willing to buy a product during the time,
it is an added bonus to get a free gift or
a discount on a purchase, but these are
not the people the companies focus
upon. Their prime targets are the
consumers who are on the borderline of
purchasing the product and the
promotional offer swings their decision
in favour of the purchase. Also included
OCTOBER 2011 05

7. SPECIAL STORY
of contact. It can be a medium with good
You will find it at the moment potential to bring attention to a brand
or a product in a creative way.
you do not expect it!
And the moment you notice Following is an advertisement for
the advertisement and start Rejoice conditioner in Bangkok, Thailand.
thinking about its message "To untangle all this, use Rejoice
they have, what they want – conditioner“
your attention and interest.
Guerrilla Marketing is a brilliant idea,
involving the customer in a surprising
and an unconventional marketing activity.
It should stand out from the saturated
advertising landscape by being fun and
not bothersome. It distinguishes itself
from other promotional tools by its
„surprise effect‟. The aim is to irritate,
fascinate, and animate the consumer.
Guerrilla Marketing strategy is based on Presence Marketing- marketing
imagination, unconventionality, and for being there
flexibility instead of market power,
It entails making the business name
enterprise size, and marketing budgets.
recognizable and familiar.
Some of the Guerrilla Marketing
Weapons are:
Fortune advertising agency has come up
with a very strange way to create
Ambient Marketing
awareness about Johnny Andrean‟s hair-
Ambient Marketing tries to approach the strengthening product launch.They
customer individually through the place
06 THE MARKSMAN

8. SPECIAL STORY
substitute passenger handle in public
transportation to demonstrate how
strong your hair turns by using their new Experiential Marketing
product. It‟s becoming easier for us to tune out
and ignore advertisements today. So
Ambush Marketing experiential marketing aims to give you
Deals with attacking out of the blue!!! an experience rather than send a one-
For instance, at many major events one way message. Experiential marketing lets
brand of a particular category pays a high you interact with the product and
price to be the exclusive sponsor, which associate your immediate emotional
leaves their competitor in the dark. responses with that brand.
Ambush Marketers then find a way to
grab eyeballs by presenting their brand in
connection with the event, since it
attracts the attention of thousands of
visitors and also viewers on TV.
Big bazaar came up with three different
hoardings:
Keep West-aSide. Make a smart choice!
Shoppers! Stop. Make a smart choice!
Change Your Lifestyle. Make a smart
choice!
OCTOBER 2011 07

9. SPECIAL STORY
Excellent action developed in
Amsterdam for fitness first international
chain of health clubs. In order to remind
us our lack of physical activity, they
installed a scale at the bus stop bench.
Just sit down at the bus stop and your
weigh will appear on the billboard. A
perfect way to ruin your day and start
thinking about some abdominal exercises
and jogging.
By pulling the paper towel out of the
Guerrilla Marketing in the box, the level of the overall paper towel
Marketing Mix pile decreases. The user can not only see
the decreasing pile, but also the effect
Companies often operate according to
that the use of the paper towels has on
their traditional marketing philosophy,
the rain forests in South America. With
but Guerrilla Marketing for single
this simple example WMF tries to
campaigns is different. Here the balance
redirect the attention of the user
in the marketing mix shifts towards one
towards WMF‟s interest to maintain the
of the 4 P‟s. Around 70% of the
rain forests.
campaigns put their focus on promotion.
The remaining 30% place their focus
Guerrilla Pricing (10%)
equally on price, place ,and product.
The focus of Guerrilla Marketing
The following examples are campaigns strategies can also be pricing. It describes
where the focus is on one of the 4 P‟s. a new way to differentiate itself from the
Here it is: rest of the competition.
Guerrilla Promotion (70%)
In most cases Guerrilla Marketing
appears in the form of promotion. The
Customers of the electronic retailer
non-profit organization WMF supplies
Media Market were promised to get
one of the numerous examples of
back their money if they bought TV‟s
Guerrilla Marketing promotion with its
slogan:“save paper – save the planet”.
08 THE MARKSMAN

10. SPECIAL STORY
before the Soccer European A lot of fans came to book stores
Championship in case the German dressed in Harry Potter‟s costume to
soccer team won the tournament. Many buy the first copies. Others were willing
people took the opportunity and bought to pay extra to get the book delivered to
one or more TV‟s. their homes at midnight.
In the end Germany did not even get
through to the final round and the Guerrilla Product (10%)
customers did not receive their money
The packaging, the form, and the brand
back. Media Market was the winner.
can be a vehicle for Guerrilla Marketing.
For example Kellogg‟s introduced its
Guerrilla Distributing (10%) Drink „n Crunch cup shown in the
The distribution of a product can also be picture below.
a special experience for the customer.
Even though books have a hard time The cup allows the
surviving competition from other media, customer to have
the famous Harry Potter series by J. K. cornflakes-to-go. The
Rowling proved it wrong. Knowing fully one-person-portion in
well that young readers were waiting for the cup only needs
the new book release and wanted to buy milk in addition to
the book at the day of publication, book make it a snack that
shops, retailers, and delivery services in can be enjoyed not
many countries offered special services only at home. This makes the cornflakes
to customers to buy or to receive the an alternative to chocolate bars and
book at midnight in order to be one of other sweets.
the first to own the book.
Done poorly, guerrilla
marketing can make your
company look like a nightmare.
Done correctly, it is one of the
single most powerful marketing
tools.
OCTOBER 2011 09

11. FEATURED ARTICLE
One would never imagine that a • Other products in the category
tenacious soldier could turn into an anti- working for similar causes were „anti-
corruption crusader brilliantly executing corruption activists‟ turned supporters
an amazing series of checks and counter- like Kiran bedi and Baba Ramdev
checks leading to an eventual checkmate. • Movement organized on the lines of
similar „Independence for India‟ campaign
by M.K. Gandhi
Product
The entire movement picked up the
right pulse of a wide-permeating national Brand
issue of corruption identified as the The central brand of the campaign was
latent need of every Indian. Anna himself, “Anna” (main „mascot‟ of movement)
with his charismatic leadership, Gandhian himself –acting as a challenger brand to
persona, patriotic background and lack of established names in Indian political
political affiliations proved to be the domain. Brand “Anna” skilfully executed
right candidate for Indians to entrust most of the 8 credos of effectively doing
with such an onerous task. The core part more with less.
of offering was attacking corruption
through use of a strong anti-corruption Price
Lokpal (ombudsman) bill in the Indian Price which is the
Parliament giving greater power & cost to target
independence to lokpal and lokayuktas audience for
supported by the following tangible benefits offered
entitites: by the movement
was time, effort,
lifestyle changes, psychological and legal
risks (friction with authorities and law)
due to participation in the movement.
This was strategically, significantly
• Hunger strike (fast) unto death at reduced by branding it as „non-violent‟
Jantar Mantar (Delhi) civil resistance.
• Gandhian topis with “I am anna hazare”
written on them
10 THE MARKSMAN

12. FEATURED ARTICLE
Place the campaign formed the perfect recipe
The high profile movement sparked a for viral marketing.
viral outburst of protests across the
nation while doing justice to a multiple
hub and spokes model initially targeting
key major cities and then the lesser
news-grabbing regions. Decision making
was centralized as opposed to
channelizing movements & minor tactics.
Promotions
The entire movement fits to be a perfect
example of Integrated marketing
Modern marketing at its best
communication with its “India against
corruption” campaign by effectively using Once visionaries & radicals like Baba
various vehicles of advertisement and Ramdev, Kiran Bedi and Arvind Kejriwal
promotions like website were wooed, it seemed only a matter of
(http://www.indiaagainstcorruption.org/ , time before the alphas (NGO‟s, activists,
http://www.annahazare.org), social media publics, PR) followed. The bees (message
(Facebook – 5.26 lakh likes & twitter), spreaders) seamlessly spread the
telephonic IVR & missed call services message to the mainstream which even
( 2.5 crore claimed missed calls), touched the laggards (high classes of the
customized games nation nonchalant to / benefitted by the
www.annahazaregam prevalent corruption) to create a
e.com). The entire resounding roar which made the political
campaign had a high big shots quake in their boots.
Social networking It may be too early to conclude whether
potential further or not the entire movement will make a
strengthened by difference to the problem of corruption
celebrities and plaguing our country. However, one can‟t
leading activists deny that the nation just witnessed one
alike. The entire campaign was skilfully of the most effective marketers in
planned and tactfully executed. By disguise - „Kisan Baburao Hazare‟, or
targeting the right social hubs, market „Anna‟ (big brother) Hazare who
mavens & masses suffering from demonstrated the 7 stages of Marketing
corruption (directly or indirectly) Judo with unprecedented perfection.
OCTOBER 2011 11

13. FEATURED ARTICLE
"All marketers tell stories. And if they
Objectively speaking, using one specific
do it right, we believe them. We believe
type of pen never guarantees good
that wine tastes better in a $20 glass
marks in examinations. Neither does
than a $1 glass. We believe that $225
drinking a particular brand of beverage
Pumas will make our feet feel better and
suddenly make a person a dare-devil.
look cooler than $20 no names. . . and
believing it makes it true."
However, TV
commercials
-Seth Godin in All
in India have
Marketers Are Liars: The Power of Telling
somehow
Authentic Stories in a Low Trust World.
managed to
convince
Marketers today are storytellers. In a
consumers of
quest to “give people what they want”,
the same. But
they seem to have erased the line
it is not that
between fantasy and reality. And all this is
marketers are
fine with the consumers too – they love
lying outright.
to hope. They love to believe that Fair
All consumers
and Lovely will indeed be the path to the
have certain
career of their dreams, as a pilot, a
innate desires
newsreader, an actor or a model.
and advertisements attempt to portray
that perfect state not as a dream, but as
a reachable reality. The special touch
added by marketers is the image that it
is only by using their specific product can
the consumers achieve what they desire.
It is this hope that makes today‟s men
believe that the perfect suiting is
indispensible to being the “complete
Men, so what if you do not have either
man.”
good looks or money? As long as you
have fresh breath women will flock to
you.
12 THE MARKSMAN

14. FEATURED ARTICLE
disappoints consumers and
Marketing discourages repeat purchases.
communication is Advertisements that promise
designed such that too much and not deliver may
consumers miss the also meet with marketing
fact that products do disasters, tarnished brand
not guarantee results. image and legal woes. In 2009,
The “Conditions Apply” clause is Vaibhav Bedi, a 26-year-old man filed a
inevitably written in some obscure case against HUL, which owns the
corner in fine print. These practises Axe brand of men grooming products
ultimately mislead consumers and trick for „cheating‟ and causing him „mental
them into trusting make-believe suffering‟.
products that are portrayed to be the
best, cheapest, of finest quality, unique He cited
and most-effective all at once. his failure
Today in an era of increasing advertising to attract
clutter, companies are finding it hard to any girl at
occupy a niche place in the minds of the all even
consumers. Further, a saturation point in though he
innovations in some products seems to had been
have been reached. Understandably, using Axe
there is a limit to which a detergent
products for over seven years. Axe
powder, for example, can be made
advertisements suggest that the
desirable. After the power cleaning beads
products help men in instantly attracting
and fragrances have been incorporated,
women.
there is little left to innovate in the
The need is a balanced approach
product. It is now that marketers resort
towards advertising. While marketers
to creating hype around their products,
must communicate the benefits of
in the hope of attracting consumers.
products as creatively and convincingly
Now comes in the promise of a life-
as possible, practices that attempt to
changing experience.
blatantly fool customers should be done
away with. Ethics should always be an
But in the long run is it really worth it?
integral part of all marketing activity.
Failure to meet the tall claims eventually
OCTOBER 2011 13

15. FEATURED ARTICLE
Old Monk:
What is it about the squat, dark, oddly For the past 35 years, Old Monk has not
shaped bottle that Indians don‟t seem to changed its bottle and neither its taste.
get enough of? What is the magic of Old Good brands, it is said, try to build a
Monk that never dies? What is the basis relationship with the buyers. Old Monk
of the unquestioning faith that the Old has built a romance. Some say (read UB
Monk drinker reposes in the brand? Group‟s Mr. Vijay Mallya) that Old Monk
I will start with a little introduction of has a niche of its own, as it is priced
the brand, especially for the non- lower compared to the other alcoholic
alcoholics. Old Monk or Buddha Sadhu, beverages of its category. As such the
as we often refer to it, is dark rum sales cannot be compared to that of
blended and aged for 7 years. There is Bagpiper, for example. Whatever the
also a more expensive version, the Old reason, Old Monk is known as the
Monk Gold Reserve, which is aged 12 “Scotch of Rums”. And though it may be
years. Old Monk is an Indian Made inexpensive to many, it is never cheap.
Foreign Liquor (IMFL) brand that finds So, the
itself in almost all bars the world over, question that
and is usually the least expensive drink naturally
on the beverage menu. It has an alcohol arises is why
content of 42.8% and is produced by the success?
A funny, bald,
Mohan Meakins Ltd, old man
based at Mohan Nagar,
Ghaziabad, Uttar
Pradesh. It is the 3rd beaming from the bottle label surely isn‟t
largest selling rum in that attractive. So how does this leading
the world and is often IMFL brand sell more than 125 million
called India‟s own cult cases each year? The answers are many-
brand, probably an answer to Harley Brand Loyalty, Low Price or sometimes
Davidson, Starbucks and Apple‟s cult even Nostalgia.
status.
14 THE MARKSMAN

16. FEATURED ARTICLE
and retires, new years come and go, but
the Monk remains, as Old as he can get.
It becomes a close friend, a confidant
and a keeper of memories.
It is said that Brand Loyalty ensures that
sales keep coming. But Old Monk
drinkers are not merely loyal. They are
Brand Fanatics. They become hardcore
devotees of the brand and are typically
very addicted. Word of Mouth does the
rest.
So, the question that naturally arises is The only form
why the success? A funny, bald, old man of promotions
beaming from the bottle label surely visible is the In-
Jagdeep Kapoor, founder and Managing Store
Director of Brand Consultancy firm Promotions in
Samiksha, says, “Often we use a product the form of
because our parents did.” -One of the danglers and
many reasons for the success of Old counter-top
Monk. 35 years old banker Prakash and shelf
Tandon quotes, "My grandfather stickers. People
introduced it to me…….and now I can‟t get rich and shift to Scotch and Vodka,
seem to drink anything else.” Indian but a bottle of Old monk never seems
customers tend to stick to a brand as to leave their beverage racks. It is not
long as the taste and quality are rum, not an alcoholic drink, not a hard
maintained. Being priced towards the day‟s night. It is a companion that makes
lower side, Old Monk is a drink for India. strangers friends, never lets one feel
It unites the diverse castes, creeds and lonely and a companion that is always
social strata and differentiates among there, in grief and merriment. This
none. It is automatically the first choice ensures Mohan Meakins that the moolah
of the college student, being one of the continues to come even with penniless
most inexpensive drinks on the counter. marketing.
After that, the student grows up, matures
OCTOBER 2011 15

17. SquAreheaD
With new additions to team Interface comes new talent and fresh ideas
to take the newsletter to the next level. This is one such idea we, the
Team Marksman have given a try. Presenting to you, SquAreheaD, an
anime version of all that's happening in the world of marketing. Hope you
readers will love it !
16 THE MARKSMAN

18. REWIND
In Greek, Nostalgia literally means pain happiness and satisfaction. It was a game
from an old wound. It‟s a twinge in your which had no politics, just the charm of a
heart, far more powerful than memory sport. The Television a.k.a the Idiot Box
alone. Nostalgia is like a time machine. It cast its spell to aplomb to attract people
goes backwards and forwards, reinventing towards the stall and enter into
the wheel of memories. exploration mode.
Interface, true to its name, introduced There is something peculiarly special about
people's current illustrious face to the the Kal, Aaj aur Kal factor. The movies
young ambitious one while they were still tapped it, some advertisements did as well.
students. The whole setup was designed to But you witness its power when you see it
bring alive a sense of belonging. The happening right in front of your eyes-
interface stall, the wheel of fortune kept When you see the mark of respect in
alumni engaged and literally on their toes. alumni's eyes for a professor who imparted
It was a test where no one could fail. It was knowledge to him/ her. After all Education
an exam where the only emotion was is the real Interface to Success !
OCTOBER 2011 17

19. ITS ALL ABOUT AD-itude !
PRINT AD TVC
Brand:The Times of India Company: Coca Cola
Ad Agency: Umbrella Design Ad agency: McCann Erickson
This Diwali, Coke makes us walk down
memory lane by telling the tale of a group
of youngsters. These friends decide to
light diyas in memory of all the wonderful
moments they have shared together.
It‟s time for the TOI Lokhandwala The shortcut by-lane that always saved
Durgotsav 2011 and it is here to remind their lives, the wall that was made the
you that this is the time for everyone to wicket in countless games of gulli-cricket,
forget all their differences and come “Bahadur” - the guard at the Girls‟ Hostel,
together in celebration . After all, “Faith is the “romancewalarock”, the canteen table
Individual, Celebration is Universal”. and so on.
The brilliantart work has a stunning mix By lighting two more diyas, Coke makes us
of convention and modernity. We see celebrate all the bits and pieces that made
Durga, with all her elements of divine our lives fun filled. This ad represents
glory, in a funky new avatar. Going against what Coke is all about- something that
the norm, instead of using flashy and you celebrate with. The ad instantly makes
bright colours that are generally a connect with the audiences on an
associated with festivals, especially Indian emotional level. It says that Coke has
festivals, the colour palate has been kept always been a part of all these moments
very muted and soothing. of joy and sorrow and will always remain
that way.
Its off-beat, eye catching and gives a fresh Wherever there is a celebration, there is
twist to a traditional tale. Coke!
OCTOBER 2011 18

20. TWEETS
Apple Inc stunned Wall Street by reporting results
that missed expectations for the first time in years,
blaming rumours of the new iPhone for hurting
demand in the September quarter. For any other big
company, a 54 per cent increase in profit and a 39 per
cent jump in revenue would be enviable. For Apple
though, weak sales of its star product - the iPhone -
were enough to overshadow everything else when it
reported fourth-quarter results.
Come 2012 and BMW will be launching the iconic
MINI brand in India. MINI will bring their entire
product line up to India which consists of the
MINI Cooper hatchback, the MINI Cooper Coupe,
the MINI Countryman, the MINI Cooper
Convertible, and the MINI Clubman. The price will
start from Rs. 25 lakhs for the MINI range of cars.
Czech automaker Skoda is lining up a new compact
car Citigo for India, the small car originally planned
for Europe. The company has not been able to
crack the bigv olume compact car segment in India
with the Fabia, and it now plans to launch new
products in the lower-end of the market to corner
higher numbers and market share.
Marquee ethnic wear chain Fabindia has acquired
majority stake in the UK based women wear
retailer EAST. The New Delhi-based Fabindia has
the option to buy the balance stake and take full
control of the foreign retailer within a year, said a
top company executive.
19 THE MARKSMAN

21. TWEETS
Apple Inc's iCloud service, part of its first product
release since the October 5 death of Steve Jobs,
may cement the loyalty of millions of consumers
lured by Jobs's pioneering mobile devices over the
past decade. The service will automatically store
photos, songs and other files on servers at Apple's
data centers and sync them with all of a
customer's gadgets.
Dish TV's latest commercial talking about new
offers finishes with the line; 'Itne mein, itna
kuch. Kahin bhi pooncho'(so much in so less a
price. Go and ask anywhere). Which is in direct
contrast to the Tata Sky advertisement which
says, ask questions.A cold war on the cards?!
Over the past week you might have
seen a cute blue monster peeping out of
television sets, newspapers, hoardings
and web pages. Say hi to Bisley, the new
friendly neighbourhood mascot for
bottled water brand Bisleri which has
returned after almost 2 years !
OCTOBER 2011 20

22. BUZZ
THE CROSSWORD Clues
8. Mansukhbhai Mahadevbhai Kothari once
noticed that some customers at a shopwere
Across getting impatient with the time taken to get
1. Which company recently launched this their favourite item. which company did he
new mascot? The name of the company can start after this.
also be said to be the generic name of the
Down
product category.
2. This mountain was the inspiration for the 1. Which Bollywood actor had a company
logo of which company? named, "Golden Wafers", before he came into
4. Which brand was invented by Alexander the glamour world?
Liepa of Montgomery, Ohio for the US Army, 3. Engaging you, Achieving Together, Passion
known especially for its packaging. In 2006, it for Innovation, Very Human. Connect this to a
released its product with either trivia company whose earlier logo is given.
questions or jokes in red or blue ink. 5. To which company would you associate
6. General Purpose Epoxy Compound of this character?
Mahindra, was called _________. This 7. The CEO of this company is a civic activist,
division was later sold to Pidilite. an art collector, has also authored „Ale and
Arty,‟ a coffee table book about brewing beer.
Identify the company?
7.Biocon 8.Pan parag 1.Boman Irani(down)
1.Bisleri and the mascot name is Bisley(across) 2.Toblerone 3.Nokia 4.pringles 5.Pepsi 6.mseal
Answers:
21 THE MARKSMAN

23. CALL FOR ARTICLES
NOVEMBER 2011
Articles can be sent on any one of the following topics*:
•Will the tablet "Akash" bring the desired change in
Tablet landscape & will it have ubiquitous acceptability?
•Re positioning of Blackberry from corporate to youth.
•Destination branding
*Please ensure that there is no plagiarism and all
references are clearly mentioned
1. One article can have only one author.
2. Your article should be from 500-600 words and
MUST be replete with relevant pictures that can be
used to enhance your article.
3. Send in your articles in .doc/.docx format with font
size 11 (Arial) to: interface.newsletter@gmail.com
4. Subject Line:Your Name_Institute Name_Course
Year.
5. Kindly name your file as:Your Name_Topic
The best adjudged article will be given a winner's
certificate.
Deadline for submission of the articles: 11:59 PM ,
14 November 2011.
OCTOBER 2011 22

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25. Happy Holidays !