Sprite have been spiriting and spoofing its competitors for using star power. In fact it was being used by its parent to defend its flagship and beat its competition.
They shot themselves on their own foot, when they used Sanya Mirza for their बस प्यास बुझाये यार advertisement. It had built its anti brand image painstakingly, but in a single stoke Sanya killed its image.
The moral of the story is : आधी छोड़ पूरी ध्यावे। आधी रहे ना पूरी पावे ॥
Compare this to 7Up's Fido! Fido started its life as a doodle for an advertisement campaign for 7UP and now it has a life of its own. And, not to mention his (err..its) celebrity status. 7UP has now even blended itself with other item number celebrities in a beautifully humorous way. Thats the way to go!!
Talking about anti brand, Tantra is the best Anti Brand I like. But then its another story. I am sure I will tell it one day soon.
(c) 2007, Ashish Banerjee, www.Ashish.Banerjee.name
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