The

MARKSMAN

K J SOMAIYA INSTITUTE OF MANAGEMENT STUDIES & RESEARCH

VOL. VI | ISSUE X | March 16

EDITORS NOTE
Hola Readers,
We are back with yet another offering from the world of marketing to overwhelm you
with a deluge of marketing trivia and gyaan.
In this edition, Cover Story speaks about Brand Revival, how to bring the dead back
in the race. Read about how some women still feel they are average and not beautiful
and how they should #chooseBeautiful in our Marketing Faux Pas. Brand Markive takes
you through the big cosmetic brand Loreal.
Your overwhelming response for our Call for article was highly appreciated by our
team and after a rigorous evaluation, we have Anmol Tripathi, SIMSR whose article
made it to the top. To all the other entries who didnt feature this time around, we
extend our warm thank you for your efforts and urge you all to keep writing to us.
Wed also like to hear back from our esteemed readers on how you find this issue.
Your feedback helps us make us improve the magazine.

Happy Summers
Happy Reading !
Stay connected with us on
http://www.interfacesimsr.com/the-marksman.html
Follow our Facebook page for more updates.

MARCH 2016

01

Content
Tweets

03

Its All About Ad-itude

05

Brand Markive

07

Cover Story: Tele Marketing

09

Special Story

12

Marketing Faux Pas

15

Hall-mark Campaign

17

Pioneer

19

Bookworm

21

Kickstart

22

Featured Article

23

Square Head

25

Buzz

26
Happy Summer

02

THE MARKSMAN

TWEETS
McD says #ThodaTimeAur

For the todays generation, time is a scarce resource and fast food is a savior. In this race of
quick bites, McDonalds wants people to take it slow. The fast food chain has recently
introduced a new campaign for its Maharaja Mac The Social Burger. Customers were
asked very simple questions about each other at the counter and when they failed to
answer, they were given free Maharaja Macs saying they need to spend Thoda Time Aur
together. The campaign clicks on a personal level and is effectively shifting the idea of fast
food and burgers from quick bites to a means to knowing people.

MARCH 2016

03

TWEETS
#GoFearless Gear VR

Stand Together for the

#NawaPunjabMarch

When the whole world is going virtual, why

not use it for overcoming your fears? With
this notion, Samsung created campaign
#GoFearless with many videos as a part of
the series. One of the videos shows how
Samsung used its Gear VR to help people
overcome their fear of heights. As the story
unfolds, we realize that this technology can
be used for many things beyond gaming and
entertainment. Social media saw a huge buzz
with people talking about this campaign,
making the Gear VR talk of the town.

Who says social media is only for killing

time? People who know the power of a
hashtag use it to get their voice heard. The
best example is the #NawaPunjabMarch that
is taking a swing on twitter and Facebook.
The AamAadmi Party Youth Wing, which is
currently on a march for a Nawa Punjab as
they call it, are using social media to
generate support for their vision of a drug
and corruption free Punjab. Without a doubt
a good use of the social media!

04

THE MARKSMAN

ITS ALL ABOUT AD-ITUDE

Print Ad: Destroying Nature is Destroying Life
AGENCY:Grabarz and Partner, Germany

Nature does not hurry yet everything is accomplished Lao Tzu

The saying befittingly describes the truth of mother nature that there is everything in
abundance which can satisfy everybodys requirements. But yes it does not take into account
the Greed of mankind. And due to this very greed of humans the speechless animals and
birds are facing the wrath of nature.
"Destroying Nature is Destroying Life" by Robin Wood
This print ad was created for Robin Wood the environmentalist to raise awareness about
the effects that deforestation, forest fire and melting ice caps have on the animal habitat. The
pictures in the true sense describe how are our habits destroying the paradise of the
animals. The main aim of the ad was to let the human fellows know about their responsibility
towards nature and the other living being in the nature.

MARCH 2016

05

ITS ALL ABOUT AD-ITUDE

TELEVISION AD : Water Resistant S7 and S7 Edge

Water Resistant you may ask whats new in that many phones have that feature. But the
difference with Samsung galaxy S7 and S7 edge is the way they have been marketed this very
feature in their new ad which feature Lil Wayne. The ad starts off by showing Lil Wayne
pouring champagne on the phone. And then dumping the phone in a fish tank and yet the
phone works fine. Further they show, using the same trick on another phone but the phone
as not being water resistant has sparks generated in it and doesnt work. And to prove S7
and S7 edge is water resistant as it claims to be another Samsung phone is handed and
champagne is poured over it and it still works. Whhhhhhhhaaaaaaattttttttttt

06

THE MARKSMAN

BRAND MARKive
Loral

As it is rightly said, Money cant buy

happiness but it can buy makeup!And
Loral has been providing us with the
lattersince 1909when a young chemist with
entrepreneurial spirit from France, Eugne
Schueller founded the company which was
to become one of the biggest make-up
brands in the world.
It all started when Schueller created the
first hair dye formula which was different
than the conventional methods of using
henna or mineral salts for colouring hair.
The formula was a blend of harmless
chemical compounds which he sold to the
Parisian hairdressers under the name Oral
(derivative of French word for golden and
halo).This was a major breakthrough.

MARCH 2016

The original company name Safe hair Dye

Company of France was changed to Loral
because it was a bit mouthful. Soon word of
mouth travelled and Oral dyes became
successful beyond the borders of France in
Italy, Austria, Netherlands; even reaching the
U.S, Canada, Brazil and U.K.
Schueller till then had realised the most
important factor for success and it is still a
core principle of the company, Research and
continuous innovation. The company was a
first in many things like the first hair dye, the
first radio ad that was sung rather than
spoken, the first commercial sunscreen
because it had an innovating leader. It holds
around 35,000 patents and spends almost
twice in research and development than the
industry standards.
Loral soon branched out into other
segments like cleansing and beauty products.
In 1960s, it acquired Lancme and Garnier.
Currently, it markets over 500 brands and
over thousand products in various beauty
segments.
In 1973, Ilon Specht, a 23-year-old
copywriter for McCann Erickson wrote
Because Im worth it, changing the brands
image forever.The slogan was empowering
and groundbreaking. In 2000s, Im was
changed to youre and in 2009 it was again
changed to obtain what we hear these days
in their TVCs, Because were worth it. This
was to increase consumer motivation and
involvement in their philosophy.

07

BRAND MARKive

With all the goods, there have been times when Loral has been scrutinized over issues like
using Photoshop in their ads and misrepresentation of product performance. They have also
been accused for testing on animals in China.
Even after facing tough situations, Loral has been one the most iconic brands of the world.
A global 500 brand and a number 34 on the Forbes list of the worlds most valuable brands
for 2015, it has always been on the top. There are many reasons for them but major ones
being extensive product innovation, marketing strategies using brand ambassadors and it
acquires a lot of brands, gives them a facelift and markets them aggressively. It promotes
brands according to culture and maintains image with the help of research centres in Paris
and New York as can be seen in the case of Maybelline. It has had a focused strategy to be a
global brand.

08

THE MARKSMAN

COVER STORY
Brand Revival
Would you buy Forhans toothpaste? Well
the answer to this might probably be Never
heard this before. But ask the same question
to the so called 70s people and the answer
might probably be a YES! YES!! YES!!! To brush
up it was the Colgate of 1970s, now back to
the grave. Brands do meet death, sometimes
timely and sometimes untimely.
When a brand dies (i.e. it perishes) it takes
away all the publicity it had, the awareness
and the brand recall attached to it. In short, a
lot of money, effort and an intangible asset go
with it. The concept of brand revival aims at
bringing back brands to life. It is sort of
recycling a brand. Bringing it back from the
dead. This is because if a brand is revived the
publicity, the work and the money can
somewhat be revived. The recall is already
present in the minds of people. It is always
better than a new brand.
Suppose you are shopping in the stores and
you find Parle Kismi Bar in the chocolates
section that you frequently visit. Many of us
would be like Hey I know this one and
probably buy a few. As rightly said childhood
are the best days of life or as science suggests,
people often view memories of the past in
happiness when it is related to small things.
What is it that brands today create? They add
value to your life. How about an old brand
bringing you the old memories back?? Yes
these form an easy source to bring smiles on
our faces and as the sayings goes.

MARCH 2016

Humans remain in the past or in the

future, its only the high level beings that
stabilize themselves in the present. So how
about an old brand being relaunched in
todays form? People are already living in
the past and you are bringing that to the
present. These things that most companies
strive for can be achieved easily by
relaunching an old brand.

A few instances from the past have defined

the successes of dead brands when they
were brought back. A drink named Frugo
was first introduced in 1996 in the US
market. The company launched another
version named Frugo Ego which showed
a decline rapid decline to a mere 2 % of the
market share. The brand was scrapped by
the company producing it as the brand no
longer fitted its strategic direction. in 2011
the brand Frugo was bought by FoodCare
Group and it was a big hit.

09

COVER STORY

COVER STORY

I Within just six months of launching the

brand it gained a 15% market share and sold
80 million bottles. A successful brand revival
was seen. The brand had remained dormant
and out of the market for six years and when
it made a comeback it hardly faced any
resistance in the market and was quickly
accepted in the market.

Promise, large promise, is the

sol of an advertisement.
- Samuel Johnson.

2.

3.

4.

But there are a lot of things that need to be 5.

considered while selecting a brand from the
brand cemetery. The concept being nave
there is a lot of freedom available in selecting
which one to revive. This depends on a lot of
factors. Some of the factors that need to be
considered are as follows:1. History:- The past history of the brands
needs to be looked at. The number of
years that the brand was functional in
the market is an important factor.
Controversial brands should be avoided.
This is because the controversies are
best remembered and are always an
advantage to the competitors.

10

Time period:- The time the brand has

been dormant needs to be considered.
This gives a rough idea of its dormancy
and also helps to gather information of
its presence in the minds of the
people. The brand recall is inversely
proportional to the time period of
dormancy of the brand
Age group:- Age group consideration is
necessary. A brand used by people in
childhood is preferred by young and
the middle class people. If a brand with
old age target audience is revived,
chances are low that the current
generation is aware of it and the brand
recall is highly questionable in such
cases.
Brand category:- It is preferable to
revive brands which catered to the
same circle of products or else the
rebranding costs add up significantly.
Willingness to try:- For brands whose
associations are product related
attributes, product innovation and
design is critical and needs to be
practiced.

THE MARKSMAN

COVER STORY
Keeping these factors in mind one can revive a
brand and take advantage of it. It is always
better to have a known brand than a new one.
It saves time, money and thus one does not
have to start from scrap. Revived brands bring
a lot of benefit with them and thus can be
beneficial to the business. This is because any
brand needs time to build its image. They
possess customer loyalty. In todays world
when high profits are expected in short times,
brand revival is the answer. There is a high
chance that when a dead brand is revived
customers that were loyal in the past will be
retained. Studies show that the acceptance of
known brands is high as compared to new or
unknown ones. Similarly the time to create
brand image is significantly reduced owing to
the past existence of the brand.
In the Indian context we still miss the Gold
Spot and would like to have it once again if
they were present in the market. A recent
example of brand revival would be of the
Maruti Brezza Vitara. If you recall a few years
back Suzuki launched the Vitara SUV which
was a big flop in the market. Or ponder upon
Why would Hyundai launch Verna with the
same name over and over again? It is because
these already have a recall, people are used to
it and they need no extra efforts to promote
it. They will never want these names and
brands to die. And if ever they kill these brands
they will be revived successfully. Brand revival
is not only limited to the FMCG or the
automotive factor but its applications can be
stretched to all fields. Similar industries can
revive brands and use it to their advantage. The
immense potential that a dead brand possesses
should not be neglected.

MARCH 2016

Companies should value their old brands

and relaunch such as and when required.
Instances of brand revival will be seen at
an increasing rate in the coming years. The
business landscape today offers a high
resistance to the new brands. We
ourselves as consumers of a particular
brand are biased towards new entrants
and might not go for a new one when the
pre existing ones cater our needs so well.
It is by the use of these old brands that
the penetration can be increased. The
product even though being a new one
does not remain new to the consumers
owing to its past usage. A lot of research
work is being carried out to study the
impact of relaunching dormant brands on
the minds of the consumers and its
advantages. As time will go we will see a
lot of brands dying and also many of those
making a comeback. Today the business
landscape has become highly competitive
and using such techniques gives a boost to
the industries and helps them gain a
competitive edge over others. For
industries with pre-existing popular
brands, new products under the same
brand names is the answer and for
industries wanting to initiate a series of
products in the long run brand revival is
the answer

11

Special Story
AIRTEL VS VODAFONE
THE RETURN OF BRAND CHARACTERS
Airtel has recently come up with a new series
of ads. The ads mark the return of the Airtel
4G girl". Most of India remembers her for
being the most annoying person on the
television screen. When first appeared, the girl
was featured in ads where shed come across
various people in their daily lives and start
preaching them of the various benefits of the
Airtel 4G network. While it is important to
educate customers of the functional benefits
of a product that is new, Airtel had taken this
a tad bit too far. There were a huge number
of repeats of these ads which began to
irritate the customers and to some extent
showed the brand in negative light. The girl
naturally took the internet by storm and
there were countless jokes made on her.

She is shown to be surprised when the

people around her are using the network.
The interesting part about these ads is the
manner in which she appears. Instead of the
bigmouth that she is known to be, she is
shown as herself, taking a break from the
public, the media and the social world. She
takes a dig at herself in these ads for
annoying the public with her yak yak.
Airtel has done a good job by bringing back
the 4G girl. This will not only make the
audience laugh but they will be laughing
along with the brand. This will help deepen
the connection with the brand that the
general public shares.

So what is this girl doing on our television

screens, campaigning for Airtel again? Airtel is
trying to focus on one benefit of their 4G
network, which is the reach of the network.
In a couple of ads that have come up recently,
the 4G girl is shown holidaying with her
friends in far off places where even she, the
know-it-all of the Airtel 4G network does not
expect the network to be available.

12

THE MARKSMAN

SPECIAL STORY
When Airtel has brought back the 4G girl,
Vodafone cannot be far behind. While Airtel
is focusing on the widespread availability of
their network, Vodafone is just announcing
the launch of its Supernet 4G. Vodafone is
very creatively leveraging the connection
that was formed nearly half a decade ago
with Cheeka, the pug. We are all aware of
the impact the pug had on the Indian public.
Most of the dog lovers were seen flaunting
their own pugs.
Pugs had become the aspirational pets for
many. So much was the extent of the
connection that even those who were nonlovers or had no knowledge about dogs
knew the breed.
While Airtel is correcting its earlier mistake
and trying to build on good humour,
Vodafone is making everyone nostalgic. The
new ads show a little boy with the pug
reminding us of the similar relationship in
the days of the You and I song. The two
short ads released so far, show the little boy
and the pug announcing the arrival of the
Supernet 4G by beating a drum and arriving
in a truck.
Both of these brands have used what have
grown to become their brand characters.
The Airtel 4G girl and the pug have become
synonymous with the brands. While the
Airtel 4G girl is relatively new, the pug has
had a strong connect with the audience,
stronger even than the Zoozoos, which
became excessively famous too. Brand
characters play a very crucial role in building
a rapport with the consumers. More than
just forming a bond with the consumers, it is
important to keep certain things in mind as
well with respect to the brand characters.

MARCH 2016

They should not be overused in the

commercials or other media.
The consumers should long to see them
again. Whenever they reappear, the
consumers should say Oh, Wow! This has
worked very well for Vodafone with the
return of the beloved pug in these charming
new ads. Airtel however wouldnt get the
same advantage as Vodafone mainly because
the 4G girl was not liked by the public unlike
the pug. Another thing to keep in mind is
that the characters should not be
meaninglessly used. There should be a basis
on which the consumers get to connect with
the characters. Both the brands fair well on
this aspect, but Airtel slightly more. The bond
between a dog and a human is great but the
memes on the social media give a little more
base and therefore an edge to the new ads.
Characters
cannot
be
just
for
communicating the functional benefits of the
brand or creating brand awareness, but need
to have a lot more to themselves in terms of
the depth. The pug can certainly be included
in the future from time to time. Airtel too
can manage to do this but they will have to
build on a story line if they intend to extend
and make the girl a permanent face of the
brand. Many companies use the social media
platform by building Facebook pages or
twitter handles of their imaginary characters.
But this would not be the right choice for
the two brands for these characters are real
and online presence would be more
complex as one is a dog and the other is a
girl and the online personality would be
linked with her offline personality.

13

SPECIAL STORY

Another opportunity for the brands is to bring their characters in the public arena.
This would give the consumers an opportunity to come face to face with these characters.
Although Vodafone can do this any time soon, Airtel will have to wait for the time to be right
before doing such a thing as it is still too soon to bring their girl out for public interactions.
They still need time to build on a positive image for her as their brand character.
However, both the characters have come back in a positive way and have a great scope to
help form a stronger bond between the consumers and the brand.

14

THE MARKSMAN

MARKETING FAUX PAS

#ChooseBeautiful
The Choose Beautiful campaign by Dove
will seem almost like an antithesis to the
famous Campaign for Real beauty. Dove,
which prides in the simplicity and inner beauty
of every woman put up a bad show when they
initiated the Choose Beautiful campaign
across the globe. No matter what Dove meant
to communicate through this campaign, the
message clearlycame across as condescending
if not shallow. This particular campaign showed
women from different parts of the world
being offered the opportunity to enter a
building that had two different doors placed
side by side. One was labelled "Beautiful" and
the other "Average". The majority walked
through the door labeled Average until
halfway through the ad, when some women
were shown starting to choose the door
labelled Beautiful.

MARCH 2016

The ad ends with the questionable

#ChooseBeautiful which in itself was
confounding. What were they exactly
trying to portray? That most women
consider themselves average? Or isit that
beautiful and average are merely about
how a woman looks? The campaign
becomes annoying because it still depicts
that shockingly, most women would
consider themselves average until they are
told by a bathing soap brand that they are
or at least need to feel beautiful. So it
seems that there is not much difference
between beauty campaigns like this and
the ones in magazines which would show
only supermodels and photoshopped
faces. First they aim to make you feel
insecure and then they make a campaign
out of it to remind you of how beautiful
you are.

15

MARKETING FAUX PAS

Why and how Dove chose to go ahead with this campaign is mysterious.Dove has always
been positioned as a brand that prides itself on empowering women and as a proponent of
real beauty. It seems consumers are no longer buying thisoriginal campaign. But creating
content that goes opposite to a brands previous marketing effort can only damage it further.
It distorts the message and makes the brand vulnerable to judgment, ambiguity and
consumer discontent which can easily find its way all over the unforgiving social media.

16

THE MARKSMAN

Hall-MARK CAMPAIGN
S-Oil Here Balloon Campaign
South Korea, is a country which is devoid
of oil. Seoul, where 1/4th of Koreans live,
has one of the worlds highest gasoline
consumption. Automobile
usage
is
increasing as there is a car for every 2.5
people in this city. Parking spaces are
scarce. On top of that petroleum costs are
rising. People are stressed out. The situation
is getting worse day by day.
Did you know that a car driver in Seoul,
South Korea has to drive around for an
average of 500 meters a day just to find a
parking space? That equals 15 kilometres,
which also means 1 litre of gas.

MARCH 2016

South Koreas capital Seoul had some of

the highest petroleum consumption in the
world. Whats more, car use was increasing,
petrol costs rising, and parking spaces
scarce.
Theres got to be a way to reduce the
unnecessary oil consumption, waste of time
and waste of money. So S-Oil, one smart oil
company in Korea which stands at No. 441 of
the Fortune 500 companies, took action. S-Oil
wanted to show it had a mission: to save oil.
S-Oil launched the HERE campaign in January
2012. The idea is to use balloons to help car
drivers finding empty parking spaces quickly.
Balloons?Yep.
With HERE balloons, S-Oil wanted to tell
people exactly where a parking space was
available, and they did just that!
They set up a bright yellow balloon in each
space. The balloon falls when a car parks in
the space, and rises overhead again when the
car leaves. Drivers could see the colourful
balloons from far away and spot empty
spaces. Quick parking means saving of both,
time and oil.
One easily spotted parking spot, is worth 1
litre of oil saved. That results in happier
drivers and a healthier planet. HERE balloons
have saved drivers gas expenses through a
new, unique and interesting method. This
campaign certainly helped drivers to save oil.
In just one day, 700 cars used 23 litres less oil.

17

HALL-MARK CAMPAIGN

Over a complete year, they saved much more. One small solution just helped save so many
litres of oil for the public of Seoul.
S-Oil had engaged with people: now they knew it was a company that cared about saving oil.
They even put up the balloons on their own gas stations. People now thought about cutting
petroleum costs whenever they thought of S-Oil.
S-Oil the oil seller gained the impression of an oil saving company.
People felt there could be nothing more economical than this especially in the times of high
oil price. This seems to be a good idea as you can see an empty parking space from a
distance. Kids are amused to see balloons in the parking lot. And for some people, they just
cant make it without the balloons anymore.
This campaign was launched by the Agency Cheil Worldwide, Seoul, Korea. They made
good use of OOH media for advertising and promoted it throughout through social media.
This campaign won the Cannes Lions Bronze in 2012.

18

THE MARKSMAN

PIONEER

Prahlad Kakkar
-The man of all seasons

Most of us know this flamboyant man as the

evergreen fixture in the ad world, but as
always is the case, there is more to a man
that meets the eye. Apart from being the
evergreen veteran in the advertisement
world Prahlad Kakkar is also a food
connoisseur, a restaurant owner, the founder
of Indias first scuba diving school and a lover
of women in general. Born in 1950, Prahlad
Kakkar grew up in Mumbai with his father
who was an Army colonel based in Pakistan.
His mother was half Burmese and half
Marathi. Prahlad did his initial schooling
from St. Joseph's Academy, Dehradun. In
1966, he passed out from Sainik School,
Kunjpura, Karnal,

MARCH 2016

Haryana and in 1970, he graduated with

Economics (Honors) from Fergusson
College, Pune. Being a commerce graduate
he thought of entering the Banking world
but being his true whimsical self he gave up
on the idea because he didnt find the
women in banking sector attractive enough.
It was in the year 1971, that Prahlad entered
the world of advertising in a unusual way, as
an Accounts Executive, but it only took him
an year to move up the ladder and in the
year 1972, he started working under the
iconic Shyam Benegal as an Assistant
Director for films such as Manthan, Ankur
and Bhumika and in the year 1977 he
blossomed and founded his own ad agency,
Genesis, one of the most highly regarded ad
agencies in India today.

19

PIONEER

Over the years while making films for the crme de la crme of the corporate sector
Pepsi, Maggi, ITC, Nestle and Britannia, to name a few he has worked towards
strengthening his own brand image. . Hes also the man behind the famous Kamasutra ads.
Prahlad boasts of being the owner of quiet a few fancy restaurants owing to his love for
cooking. He candidly accepts that he had to resort to learn cooking as he was not good
looking enough to be the guy for girls. This colourful man and his radical opinions might
offend some but no one can question his visionary ideas and the trail of successful world
class advertisements that precede his reputation. In his words of wisdom he urges all the
aspiring ad-makers to not only strive to be creative, but also have the courage to back their
work in order to be successful in the industry and in his true cinematic sense he
propagates,For a change, dont wake up and erase your dreams, remember them.

20

THE MARKSMAN

Bookworm
Meluha
The Immortals of Meluha by Amish Tripathi is
the first part of the Shiva Trilogy Series. The
story has the essence of our real world and we
can somehow relate it to the evils we face in
the world today.The story is about a country
Meluha which is perfect in all sense, be it
administration, security, infrastructure or its
science .Each member of society is aware of
what their duties are and no one dares to
break the laws. The most special thing about
the Meluhas is that they were immortal.They
had a special ingredient called the SOMRAS,
and this made the people of meluha or the
Suryavansis live for hundreds of years thus
contributing to the flourishment of the society.
Like every society even this country had many
problems to fight .The Country faced many
terrorist attacks from the east or say the
chandrvanshis as they called them , also the
most important ingredient of the SOMRAS
the Saraswati river was drying to extinction
and there was only one person as said in the
prophecy who could save them THE
NEELKANTH .The story revolves around
how Shiva the leader of Tibetan tribe ended up
in Meluha the land of Suryavansis and when he
consumed the somras the prophecy came true
and his throat turned blue, thus Neelkanth was
born. A wave of hope and happiness spread in
the whole country. The great king of Meluha
King Daksha invited Shiva to his capital city and
he learnt what an amazing empire Meluha was .
He learnt about the Great King Ram the
creator of Meluha, Somras and how it is
prepared, Nagas the abundant people of the
empire because of their physical deformities,

MARCH 2016

The vikramas- untouchables in this life due

to sins committed in their previous birthsbut
the most amazing thing about the
Suryavansis empire was the MIKA system.
According to this system all the children
were born in one city and every child
receives the same education and they grow
up together with all the resources of the
empire available to them. The real parent of
the child is kept a secret .At the end of their
education according to their capabilities the
child would be allocated as Brahmin,
Kshatriya,Vaishya or Shudra.
In-between all this learning about the meluha
empire he fell in love with the Kings
daughter who was a Vikrama Princess Sati.
Shiva fought against the old belief of Vikrama
and married Sati and now that he knew all
about the empire it was time to save the
empire from the evil terrorist attacks by
Nagas .It was believed by the King that the
Nagas along with the Chandravanshis were
attacking on meluha, so Shiva along with his
well equipped army of Meluha attacked the
Chandravanshis and won the battle but then
to his surprise there were no Nagas with
the
Chandravanshis
in
the
battle.
Chandravanshis were never involved in the
terrorist attacks.So was the Chandravanshis
real Evil? Who are these nagas, why did they
mislead the Suryavansis against the
chandravanshis .If Chandravanshis arent the
real evil then who is .What is the real reason
of neelkanths existence.

21

KickStart
DailyObjects
An online store focusing on designer
smartphone cases and laptop sleeves, Saurav
Adlakha and Pankaj Garg founded
DailyObjects in 2012 by raising funds from
leading Indian venture capital firm SeedFund.
Realizing the lack of brand recognition
amongst
smartphone
accessories,
DailyObjects differentiated with their
collection of art, something no other seller
had done before.Besides having an in house
designing
team
DailyObjects
also
collaborates with freelance Indian and
foreign artists who design the products and
in return get a commission for every sale of
a product based on their designs. The
company currently offers 2000 designs
available for over 105 phone models from 62
artists across 25 countries.In January 2016 in
an interesting round of funding, DailyObjects
scored Rs nine Crore funding from Ronnie
Screwvalas Unilazer. Though Unilazer
dominated the funding round,

22

DailyObjects managed to pull in other

renowned names as well such as Lenskarts
Peyush Bansal, RedBus co-founder Phanindra
Sama etc.The company plans to utilize the
raised capital for establishing and executing
its new venture in brick and mortar retail.
Their aim is to sell products through 100
shop-in-shop kiosks across Delhi/NCR by
February-end. Beginning with Apple stores,
they are also looking at tying up with stores
at airports. DailyObjects also plans to have
three exclusive DailyObjects outlets at
Mumbai, Delhi and Bangalore airports. The
funding will also help the company to launch
many new lines of personal products.
Besides, it will also enable them to build
their team and infrastructure to cement
their current position as the leader in the
market for smartphone cases, predicted to
be worth Rs 1,500 crore by 2020.

THE MARKSMAN

FEATURED ARTICLE

Farewell to the age of the lion: Re-branding of the English

Premier League
- Anmol Tripathi, SIMSR
Football for long has become a way of life for
people around the world. The number of
member nations of FIFA is more than that in
UN. There are 193 United Nations (UN)
member states while that in FIFA 209
associations are registered of almost all the
countries that are there in the world and
therefore FIFA has been dubbed as the United
Nations of Football. Long before the first ever
FIFA world cup was held in the year 1930
football league system was prevalent across
the continent of Europe and South America.
In England the inception of league culture took
place in the year 1888 with 12 clubs taking
part in a 22 match per team format league.
Preston North End was the winner of the
league with Aston Villa a club that is still in the
top tier of English Football coming second.
Today that very league has become the most
watched, followed and competitive league in
the world with clubs becoming super brands
of the world. The fanaticism for the players and
the clubs is something that is unmatched with
any other passion for any other sport
anywhere..

MARCH 2016

Much of the reason for the success of the

league can be attributed to English being a
universal
language
and
the
commercialisation of the league which has
lead to the pouring in of cash to a level
that a transfer fee of US$70 million for a
player seems fair This has all been possible
due to Football Association (FA) forming
the English Premier League in the year
1992 with 20 teams participating in the
inaugural season.
This has lead to huge fan following across
the globe with clubs like Manchester
United, Arsenal, Chelsea and Liverpool
becoming household names. Today the
Television rights for one premier league
game is sold at 11 million pounds per
game and Barclays pays 40 million pounds
per year for being the title sponsor which
leads to the league being known as the
Barclays Premier League (BPL) but from
2016-17 season it will no longer be
known as the same rather FA is now
focussing on a clean brand strategy
thereby rejecting a bid of 45 million
pounds from Diageo and keeping the
name of the league as The Premier
League for season 2016-17 onwards. In
this day and age of sponsorship driven
sports events not having a title sponsor is
a bold move on part of the Football
Association one with which they aim to
communicate with their global audience
much on the lines of the American
Leagues such as NBA and NFL.

23

FEATURED ARTICLE
Current Premier League Logo
The re-branding of the lion will be a tough
task for anyone because it has now become
the identity of the league itself so replacing
it with a new logo will be a daunting task
for designstudio who have been assigned
this impossible task.
The New Logo
They have come up with a new logo which
features rounded sans type, a redrawn lion
icon and a colour palette which will be
updated every three years. It has been met
with mixed reviews with some commenting
that the logo looks more like a mobile
application icon
than a logo representing the rich heritage
of the premier league while some have
appreciated the change in tone suggesting
the warm, human and approachable theme
would help the league to re-brand itself as
one with the human approach rather than
that which for long has been associated
with booze, betting and hooligans. Warm,
human, approachable and informal are not
qualities that most people would have
associated with the Premier

24

League. Designstudio with this new system

aims to capture the human stories around
the Premier League by showcasing
grassroots projects and impact of leagues
work in local communities. This approach
will further boost the chances of premier
league being associated with brands which
for some reason might have stayed away
from it in the past.
This league has surprised us fans for long it
has given us memories, tears in our eyes and
sometimes smiles (coming from an Arsenal
fan) but most of all it has shown us that
game is above all and that every once in a
while a David in the form of Leicester City
slays the so called Goliaths of the league.
Whether this new approach will turn out to
be effective is something that only time will
tell. But for now it is clear that this league
will keep on producing exciting matches for
all us fans to see and enjoy. Its a new day a
new dawn but the game will remain the
same true to its roots and we the fans will
stay in love with the league therefore one
can say that the league itself has become a
brand that can exist on its own and will
continue to reign supreme although it may
be debatable but deep down every football
fan will accept that there is no league better
than THE PREMIER LEAGUE.

THE MARKSMAN

SquareHead

MARCH 2016

25

7. Facebook's Internet.org is now renamed to?

BUZZ
PUZZLE

ACROSS
4. This home-grown company rolled
out a quirky creative on the ongoing
battle between actors Hrithik Roshan
and Kangana Ranaut
5. The pug, most adorable and
successful mascot, is back to promote
this brand's 4G services
7. The digital agency Razorfish and the
music streaming service Saavn, in
partnership with the automobile
company __________ have released a
radio station called Road Tripping
DOWN

CLUES

1. In its latest ad, this food and beverage

multinational brand has the celebrity
couple (Sania Mirza and Shoaib Malik)
2. This online travel agent launches a
high-decibel campaign with two
Bollywood stars to drive growth in hotel
booking segment
3. This e-commerce giant, highlights its
timely delivery service. The ad features
Bollywood actor Ali Fazal
6. This multi-national confectionery
company has introduced its own
chocolate super heroes for the Indian
market promoting Batman Vs Superman
Answers:
Down: 1.Nestle 2. MakeMyTrip 3. Amazon 6. Cadbury
Across:
4. Amul 5.Vodafone 7. Maruti Suzuki

26

THE MARKSMAN

Call for ARTICLES

CALL FOR ARTICLES SUMMER EDITION 2016
Articles can be sent on any one of the following topics*:

1. Big Daddys Coming: Alibaba entering India this year

2. Summer of Superheroes: The Wide World of Brands
Plugging the Movie
3. Effectiveness of Virtual Reality concepts in Marketing.

*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 approximately 800-850
words and MUST be replete with relevant
pictures that can be used to enhance the
article.
3. Font Type: Gill Sans MT
4. Font Size: 14.
5. Send your article in .doc/.docx format to
marksman.simsr@somaiya.edu
6. Subtitle
line:
Your
name_Institute
Name_Course Year
7. Kindly name your file as : Your name_Topic
The best adjudged article will be given a Winners Certificate.
Deadline for the submission of article : 20th July, 2016

MARCH 2016

27

The TEAM

THE TEAM

TWEETS by
Samarth Amarnani
Its all about AD-itude by
Ishita Shah
Brand MARKive by
Ashka Mevawala
COVER STORY by
Priyank Wani
SPECIAL STORY by
Mansi Mahajani
FAUX PAS by
Janhavi Kothari
HALLMARK CAMPAIGN by
Shruti Mahopatra
PIONEER by
Dipika Soneja
BOOKWORM by
Vivek Gariba
SquAreheaD by
Ishita Shah
BUZZ by
Kashyap Salvi
KickStart by
Shikhar Dubey
PROOF READ by
Shruti Mahopatra
Dipika Soneja
Ishita Shah
DESIGNING by
Ishita Shah
Kashyap Salvi
PROMOTIONS by
Ishita Shah
Kashyap Salvi

28

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THE MARKSMAN