Business is Marketing

global warming isn’t fantasy. DAngerous as it is, it comes with many chances to make ‘green’ bucks too! In a line – It’s clear & present danger, with the right opportunities! What do Arnold Schwarzenegger, Barclays Bank, ONGC and students of Oberlin College (Ohio) have in common? They are all working towards a greener tomorrow by reducing the emission of greenhouse gases in their own way. With people now realising that global warming is a reality and climate change is happening, it was time someone decided to do something about it. So, out came the Kyoto Protocol by UNFCC to tackle climate change by reducing man-made green house gases or emissions. Each of these gases causes global warming, but not all are equally sinful. If CO2 (carbon dioxide) has been given a score of one on the global warming-potential scale, then sulphur hexafluoride with a score of 23,900 makes it the most lethal of all. So, if you develop a mechanism to reduce the emission of these gases, you gain points acc...

With clutter on the rise and agency commissions on a regular decline, integrated 3600 marketing communications is the way forward as a more holistic solution “Every movie looks good in a trailer – Seedhi Baat, No Bakwas, Clear Hai?!” That’s a hoarding you might come across in front of movie theatres. Or at a bus shelter, you might be greeted with a hoarding, which you couldn’t help but agree to... “Just when the conversation gets interesting, her bus arrives – Seedhi Baat, No Bakwas, Clear Hai?!” You might have guessed the brand in question by now. Yes… Sprite. Which, over the years has become synonymous with the old adage, “Honesty is the best policy.” The brand is using a host of mediums to reach out with its message of no-nonsense attitude to the youth. To break through the clutter of message, it’s going to customise its message according to the locations. Not just outdoor hoarding, the brand would be using the digital platforms too. It would create a “Sprite-itude” zone, an interac...