IIPM PUBLICATION
Remember
that beautiful ad which leaves nothing but a smile on your face, where an inquisitive, little girl shouts in her squeaky voice, “My Daddy’s bigggggg car” on seeing a brandnew Esteem? And you thought it can’t get bigger and better for the ‘big’ car manufacturer Maruti? Well, they are back and this time completely redefining the meaning of ‘Esteem’ & with quite aplomb.
A
nd once again, you will appreciate the concept. A little girl examining her daddy’s car – an Esteem of course – with a trademark curiosity asks the meaning of Esteem. “Esteem means what?”, she quizzes. To this the father replies “Esteem means honour, pride.” Not satisfied with the answer, the girl probes further. The father makes her comprehend, “Pride means 
feeling good inside.” Follows an almost instant naïve reply from her, “Like ice-cream?” Amused, the father answers, “Esteem ka matlab andar se you feel big.” As the word ‘big’ registers in her mind, she explores it throughout the journey – “Esteem tree, esteem road, esteem mountain!” Meanwhile, the Voice Over calls out: ‘The easy to own big car. Big on power, big on mileage.” And the commercial ends with the girl explaining to her pal, “I am more esteem than you.”
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2006
An IIPM and Management Guru Professor Arindam Chaudhuri's Initiative
Remember
that beautiful ad which leaves nothing but a smile on your face, where an inquisitive, little girl shouts in her squeaky voice, “My Daddy’s bigggggg car” on seeing a brandnew Esteem? And you thought it can’t get bigger and better for the ‘big’ car manufacturer Maruti? Well, they are back and this time completely redefining the meaning of ‘Esteem’ & with quite aplomb.A
nd once again, you will appreciate the concept. A little girl examining her daddy’s car – an Esteem of course – with a trademark curiosity asks the meaning of Esteem. “Esteem means what?”, she quizzes. To this the father replies “Esteem means honour, pride.” Not satisfied with the answer, the girl probes further. The father makes her comprehend, “Pride means 
feeling good inside.” Follows an almost instant naïve reply from her, “Like ice-cream?” Amused, the father answers, “Esteem ka matlab andar se you feel big.” As the word ‘big’ registers in her mind, she explores it throughout the journey – “Esteem tree, esteem road, esteem mountain!” Meanwhile, the Voice Over calls out: ‘The easy to own big car. Big on power, big on mileage.” And the commercial ends with the girl explaining to her pal, “I am more esteem than you.”For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2006
An IIPM and Management Guru Professor Arindam Chaudhuri's Initiative
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