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Wednesday, March 28

Brand Hype Vs Consumer Retaliation

Amongst the most hyped commodities in India is the Indian Cricket team. Other strong contenders being 'The Economy', 'Mumbai' and 'India's Software Prowess'...
Talking of cricket - the ads, the media crescendo and the moolah almost always outshines the actual performance of the cricket team...

Media of course gets the TRPs, either way! On the up-swing and the downward-spiral...
But the advertisers really get screwed when on top of the hype, the team fails miserably!

One of the brands that repeatedly doesn't learn from this is the lost-its-sheen-a-long-time-ago Pepsi in India...

And when the hype gets punctured, the consumers get back at the brand and the endorsers...Earlier it used to be localised conversations and pent up anger. But UGC(User-generated-content) has taken over.

Today, consumers talk back, make fun and de-pedestal their icons almost instantly and then share with the world!! Technology is a great tool to retaliate against the hype...Sample this( got it on mail just a while ago).

3 comments:

pooR_Planner said...

LOL...Have you seen the Indian team alternate profession pics?

Manish said...

nope ... mail me!

Anonymous said...

Pepsi and coke have double standards for India and US. The companies wash their hands off once the bottles leave their factories. Do you know what happens by the time it reaches the shelf of the shops. Hell. In one of the agents storage place in Chennai,there is nothing known like hygiene, there is no drinking water or sewage disposal in their place. During the last monsoon the crates were under sullage water for weeks. I would not serve pepsi or coke even to my enemies or even to a man sentenced to capital punishment. We see in tv commercials children drinking them. It took one signature by the Janata Govt to keep coke away from the country. One such signature is long over due in the interest of the citizens of India. They would not dare do this in US. They would have been poorer by billions of dollars. Here they have ways and means of getting away with this rotten attitude of theirs. They are rotten inside and outside.