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CATALYST
STRATEGY
Are you wearing SMS today?
MOST of the names sound as if they belong in a chemistry textbook but metrosexuals wear them with ease. And SMS gets a whole new definition by having little to do with mobile phones but everything to do with the management of that icky bodily ...
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Putting juice in growth
IT'S a tale with a delicious twist. Compact International promoter D. K. Mittal was to meet the Director of the Defence Research and Development Organisation (DRDO) one fine morning in Ladakh in connection with a tender for setting up some ...
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Packaging unveiled
Protection, longer shelf life and security are the functional features of packaging. But there's more to it, notes Sangita Joshi in the first of her two-part article.
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Creativity. Is something wrong?
CREATIVITY is probably the one word that assumes great importance in any enterprise. More so in the advertising industry. Let's look at it closely. Tomes have been written on its critical importance. A hundred seminars and workshops have ...
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MANAGEMENT
The new witch doctors
MANAGEMENT consultants are the soothsayers and magicians of the modern world. They are everywhere in 21st century India; even the socialists favour them, and they find their way into public sector corporations, government departments, and ...
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ADVERTISING
Real good ads for chicken
THE objective of converting consumers of chicken to using a branded product such as Real Good Chicken (RGC) from the Godrej stable has not been easy to achieve. Godrej Agrovet has been struggling to gain acceptance for its chicken brand, ...
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All in a day's work
A BUSNESSLIKE woman is headed to work through a plush business district. She glances at the time on her watch, a Titan Raga. As if it's her imagination working overtime, an apparition-like image of herself appears beside her trying to sew ...
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Cannes congrats
Well, O&M took its place on the victory stand at Cannes, as did Leo Burnett. Congrats, guys! It's always good to see the Indian flag flying. More so on foreign shores. Yet the celebrations are not as ecstatic as one would expect. Could it be that ...
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BOOKS
Get law on your side
A DEAD cockroach floating in a sealed soft drink bottle drives a customer to sue the shopkeeper, bottler, brand owner and even a cine actor who features in the TV commercial for the product. Elsewhere, a court orders the erasure of advertisements ...
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CARTOON
Hardsell
"The blue one is cheap; it comes with a freebie. The green one is priced higher; it comes with a costlier freebie."
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