EDITORIAL
KEEP UP TO YOUR
PROMISES IF YOU
WANT TO SURVIVE AND
MAKE IT BIG!
Ghosh
ABHIMANYU
EDITOR-IN-CHIEF
I
t is the most important quality of a marketer that he sticks
to the committment that he promises to the market. Delivery to promises that a brand makes to its consumers
is the single-point biggest focus to success. You go right
and you strike big, you go wrong and its BOOM..
In this issue we have given our perspective as to why Virat
Kohli holds the greatest future for Indian cricket. To me he
seems the only cricketer who has the ability and charisma to
really re-generate some interests in the fallen religion of the
country. After Sachin and retirement of most legends of Indian cricket, the followership has drastically come down. Added with spicy mixture of muck, slander and controversies,
Indian cricket has never taken a battering that it has taken in
the last few years. Of course the other charismatic MSD has
done most his bits to win India the maximum it could. But
Sachin still lived in those. After Sachin it has been a sharp
hitting fall for Indian cricket, even though the very charismatic MSD still existed. India is un-forgiving most times to
its stars. The controversies and corruption really didnt help
either. The BCCI is finally taking its measures to clean up.
But at the same time it requires a face that can have the
magical effect on the public. Virat Kohli does seem to be the
one. Can Virat and the other breed of new Indian cricketers
like Rohit Sharma, Ajinkya Rahane and all restore the lost
faith. Virat does have the brand value. The values driven by
attitude, passion and aggression. Only time shall tell wheth-
er his performance matches up with the brand promise. Just
like a brand value means nothing when it does’nt cater and
live up to its promise, similar is the situation with Virat Kohli
and party. But if anyone does have the magic he does
We have covered other issues which we think are pivotal
to the world of branding and marketing. We have presented interesting cases and facts. One of my personal favourites is the return of Liril. A brand created with PASSION
and destroyed equally well. The reason, constant diversions
from a massively developed brand ethos and promises that
Liril had etched into the Indian consumers mind. Constant
changes in advertising and brand positioning destroyed it
mercilessly. Is the new come-back going to restore the lost
faith. I do hope so.
I do hope you have as much fun reading the stories as much
we had researching and writing th [K