Zapak.com: The company emerged from literally nowhere. Got into the space of gaming and energised the category. Brought out through its intensive use of the online media as well as offline efforts the fact that gaming is the biggest industry of them all. Everybody loves to game — some way or the other. Bought eye-balls and monetised them as well to advantage. Zapak came into the dominant mindset of the nation at large through advertising that was not necessarily high-cost but irreverent enough to attract attention.

Idea Cellular: Brought in the concept of the Big Idea to the telecom category. Started with a name called Idea, and capitalised upon that very name. The first in this sector to explore inclusive branding. Brought in the key insight that India is changing and that the consumer is getting to be more and more self-actualising, at least aspirationally.

Its many campaigns have done wonders. Looked at Indian-ness keenly and used it to advantage. Recognised Indian pride as well. Its campaigns went multi-media and went intrusive into the consumer domain. Its grasp of local issues, particularly with regard to its Mumbai entry, was very perceptive.

ISB Hyderabad: This very young business school is, in all of six years, on the Financial Times listing of the top 20 Business Schools of the world. The school has not believed in high-decibel advertising that is top-down. Instead, it has focused on building the brand bottom-up. Academic institutions gain immensely from such an approach that ISB has adopted! It has brought credence to the concept of the one-year MBA programme. Today it is looked upon as a beacon of management education in India, beating them all.

LG: Has focused on product innovation, range and array in tough times for the category at large. Its very offerings that combine technology and cosmetic appeal to optimal degrees have worked. LG is the first name that comes to mind in this space.

Titan Industries: The market leader who is perennially paranoid of competition. Even though there is none to date. Keeps re-inventing itself and its offerings. Is a life-style player now. This company remembers that its life-cycle is short and keeps re-inventing. Does it well.

Cafe Coffee Day: The brand built with zero advertising input. The brand that believes in being “in the face” through its product offerings. Has grown exponentially over the years and has a total of 800 plus Cafes to date. Plans to grow to 1,000 cafes in these tough times. When there is tension in society, coffee gains. Coffee sales is inversely proportionate to happiness and security in a society.

Retailers are offering ridiculously low prices in some staples today. Why and how?

- Jahnavi Shetty, Bangalore

Jahnavi, enjoy the discount. This is the classic predatory pricing syndrome at play. The use of predatory pricing on a set of staples to lure in the walk-ins during tough times. Once you have got the consumer in, she will walk out not only with your highly discounted staples, but with a shopping trolley full of branded value-added goods that skim the premium for the store.