Burp and Miss? Naah!

IIPM MANAGEMENT INSTITUTE

Meanwhile, the ruling black drink of the country, Thums Up, is all for machoism and has unleashed a rocker of an ad with Askhay Kumar displaying Yamakasi stunts. But this time, the no-fizz orange and clear drinks seem to be equally geared up. While 7Up’s cool mascot Fido Dido is back in style and likes it Lite this time (don’t forget, India is getting health conscious!) – Mountain Dew has still not got over jumping cliffs, racing and machoism.

And on the non-fizzy drinks front, while Sorbet (from Mirinda) has Zayed Khan creating chaos on a busy street as he’s immersed in the new drink, Mazaa is still onto communicating that it’s a better alternative to juicy mangoes. “Maaza’s appeal across consumer segments is reflected by the fact that it is India’s largest selling fruit drink brand,” confidently says Davinder Singh of Coca-Cola India. Whatever may be the communication style – drama, humour or the evergreen macho factor – it’s quite clear that if global warming is going to have one positive side effect, it surely will be in the bank balances of these firms! 4Ps
Edit bureau: Romsha Singh

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Source : IIPM Editorial, 2007

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative