Heineken #OpenYourWorld, @makemytrip and more: creative ideas of the week

Every day we are exposed to truck loads of commercial messages. A majority of them are simply ignored. Only a handful get noticed and stick in our minds. Here are a few which I noticed and liked this past week: Heineken's #OpenYourWorld, MakeMyTrip's ongoing series of films and more. 1. Heineken - Open Your World… Continue reading Heineken #OpenYourWorld, @makemytrip and more: creative ideas of the week

Of brand awareness and Yatra

Brand awareness as a metric has limited value. New brands in a category or brands overshadowed by dominant brands can be satisfied with ‘increased awareness’ as an objective. But awareness alone means diddly- squat. The marketing stimulus has to effect a behaviour change (purchase) or a mindset change (brand for people like me) as a… Continue reading Of brand awareness and Yatra