Tactical campaigns are the low hanging fruit

I’m amazed that a number of brands have announced IPL related contests where the gratification involves the winner going to South Africa. I’m doubly amazed that all are FMCG brands.There’s a fundamental issue with contests of any kind: the gratification must appeal to the consumer and that the consumer should believe that he or she has a chance of winning it.In this instance, the consumer should have a passport and should believe that he could get a visa – otherwise the first prize is a prize that he has no use winning.