BASELINE: Take the first road out
DESCRIPTION: Dhoni tries out a cap in a departmental store and Narayan Karthikeyan tells him that he’s looking hot. They come out and Dhoni cribs that it’s too hot. Karthikeyan tells him that it’s not Manali, the duo smirk at each other, drive into a gas station, tank up their car with Speed fuel and drive off to Manali. Once there, Dhoni cribs that now it’s too cold. Karthikeyan says that it’s not Jaipur and they drive off... to Jaipur we presume.
4Ps TAKE: The superstars of the Indian sporting milieu, Dhoni and Karthikeyan (both known for their respective speed) are going great guns for Speed. The clinching benefit to the brand is the high and smooth speed generated by this fuel brand. The storyboard is interesting but reminiscent of Ford Fiesta (remember Jr. B and his gang hitting the road for Goa and onwards to Ooty?) But guess there will always be need for Speed – at least in your car tank! Cheers to Mr. Formula One and the hard hitter!
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
DESCRIPTION: Dhoni tries out a cap in a departmental store and Narayan Karthikeyan tells him that he’s looking hot. They come out and Dhoni cribs that it’s too hot. Karthikeyan tells him that it’s not Manali, the duo smirk at each other, drive into a gas station, tank up their car with Speed fuel and drive off to Manali. Once there, Dhoni cribs that now it’s too cold. Karthikeyan says that it’s not Jaipur and they drive off... to Jaipur we presume.
4Ps TAKE: The superstars of the Indian sporting milieu, Dhoni and Karthikeyan (both known for their respective speed) are going great guns for Speed. The clinching benefit to the brand is the high and smooth speed generated by this fuel brand. The storyboard is interesting but reminiscent of Ford Fiesta (remember Jr. B and his gang hitting the road for Goa and onwards to Ooty?) But guess there will always be need for Speed – at least in your car tank! Cheers to Mr. Formula One and the hard hitter!
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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