4Ps Release :- Taste The Thunder

IIPM PUBLICATION

BRAND : Thums Up
AGENCY : Leo Burnett
BASELINE : Taste The Thunder

DESCRIPTION: An old man holding a bottle of Thums Up explains why he has been drinking it regularly over the last thirty years despite people asking him to reduce the intake of this carbonated drink. They even advised him not to bike down all the way to Goa. Further, he modestly admits that he feels very nice when he consumes Thums Up and compares this happiness with his six-kilometre run everyday. He admits that he cannot claim to live longer drinking Thums Up but showing the Thums Up sign, he proudly states that those who are happy will surely live longer. Next, he is shown enjoying bungee jumping.

4Ps TAKE : This Thums Up ad does not get beefcakes like Akshay Kumar or Salman Khan to strut their stuff. Here, an old man steals the show by ‘tasting the thunder’ – and how! The positioning of the product is to target the old generation as well, apart from the youngsters (through another recent ad, featuring Kunal Kapoor). The old man’s attitude and his loyalty towards the brand brings out the brand personality clearly: macho. This ad also asserts the Thums Up existence for thirty years in the Indian market playing on the loyalty factor toward Indian consumers, which is also the single-minded focus of this ad. This time it seems to be the real thing!

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Source : IIPM Editorial, 2007

An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative

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Unitech takes real estate boom to the next level
The largest listed real-estate company of India, Unitech, has sky high dreams taking shape. This time it is going to London Stock Exchange (LSE)! Unitech has plans to raise upto $700 million through a newly-floated company called Unitech Corporate Park (UCP). The UCP will be set up in the Isle of Man and will be listed on LSE’s Alternative Investment Market (AIM). The company will be taking the London route considering the fact that rules for raising capital, via sales of shares, are lesser rigorous in LSE. This move would give the overseas investors greater access to Indian real-estate sector that has registered a growth of 8% for the fourth consecutive year. The company has joined the bandwagon with players like Hiranandani Constructions, K. Raheja Corp. etc., who have also routed to London’s AIM. Though the company has chosen to remain tight-lipped so far, but the grapevine says that Deutsche Bank & Morgan Stanley have been hired to assist the move. Unitech is also coming up with Uniworld City along with the Indonesian partner Universal Success.

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Source : IIPM Editorial, 2006

An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative

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It'll be a wonderful Christmas even if you're home alone

IIPM PUBLICATION

Are the cotton snowflakes on your glass window blocking out even the little sunshine the season brings? Are you aching to muffle the chaos in your life, turn off the car engine, and snuggle up in a warm bed with some hot chocolate for company and loll in the magic that Christmas brings?! Rekindle your Christmas spirit with some must-see movies that have captured the spirit of the season and journey with them into a faraway land where carols resound and the aura of magic, belief and wonder abound! Don’t be surprised with the spirited settings and get ready to reclaim the perhaps-by-now-distant memories of Santa Claus, Rudolph, mistletoe kisses and all the rest!

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Source : IIPM Editorial, 2006

An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative

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IIPM Publication :- Bloodless 'Coup'dore Bainimarama

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Fiji should restore democracy and upgrade the tourism industry
Fiji is back to normal. The army has reinstalled itself and the elected government has been shunted out. So what we are talking about is the 4th coup in the idyllic island nation since 1987? The current coup, led by the Fijian military chief, Commodore Frank Bainimarama was hardly secret or spontaneous. It culminated after a series of protracted negotiations with the ousted Prime Minister Laisenia Qarase, with advice that was constantly flowing in from New Zealand and Australia.

But all that is history now. Bainimarama has taken over the reigns of the government; appointed himself as the President and Jona Baravilala Senilagakali as the new Prime Minister. A state of emergency has been declared in Suva and Qarase has been asked to maintain silence. The new Prime Minister has also urged Australia and New Zealand "to keep out of Fijian affairs." Bainimarama, a victim of the 2000 coup, is back with a bang. What inspired the Commodore to rise up in revolt against the very Prime Minister he had helped acquire power? Majority of the media sees the whole affair as a clash of egos; revenge politics or an act driven by personal ambition. However, none can deny the impact of ethnic divide between the Indians and the natives as one of the causes for the coup.

As expected, the Western nations imposed a new set of sanctions on the island nation. How the self-appointed President copes with the international pressure will test his credentials. Some nations seem destined to suffer from a lack of genuine democracy. Looks like Fiji belongs to this club...

B&E edit bureau

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Source : IIPM Editorial, 2006

An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative