Ad Gurus pitch in to pull out ‘Kingfisher Airlines' this week on Brand Equity

Mumbai: Brand Equity on ET NOW this week brings to you a special episode focusing on the crisis-stuck Kingfisher Airlines and the popular song ‘Kolaveri Di’ that has become a rage on the web.

The show features top creative agencies – Lowe Lintas, Leo Burnett & BBDO to present their advertising to sketch advertising plans for Kingfisher Airlines which is going through a turbulent phase. The agencies battle it out and showcase their work to change the perception of the airline. The mission to salvage Kingfisher Airlines starts with the brainstorming session of Leo Burnett. The team designs a 360 degree approach with a theme of, “The Good times are back”. The episode invites the audience to vote for their chosen campaign & the winner gets selected based on the votes.

While Anup Vishwanathan, EVP; Leo Burnett believes that Vijay Mallya has to be the face of Kingfisher Campaigns to change the perception of consumers & design a series of TVC, Inflight Promotional Videos, Print Campaigns, PR Initiatives and Web Campaigns; Josy Paul, Chairman & CCO; BBDO with his team propose a Public Service Campaign that will be launched through a theme film – Save the Kingfisher.

Arun Iyer, National Creative Director; Lowe Lintas relies on the idea of rebranding Kingfisher Airlines in times of crisis but discourages spending on advertising campaigns and suggests Viral Campaigns. He recommends that the viral campaign should further be divided into three phases, focusing on combating the crisis.

The second segment of Brand Equity looks at the viral marketing plan of Sony Music and Jack in the box for “Why This Kolaveri Di” song. Shridhar Subramaniam, President; Sony Music and Prashant Challapalli, Business Head; Jack in the Box reveal the idea to go viral and their future plans for Kolaveri Di. Within two weeks, the song has hit over 17 million views on You Tube and its only getting bigger and better. This was the first Tamil song to be played on FM in Bangalore and on MTV India.

Catch the full episode of Brand Equity on Saturday, 10th November 2011 at 2.30pm and repeat telecast on Sunday, 11th November 2011 at 11am & 10.30pm, only on ET NOW.

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