Comms firms, AIFF, airlines among first to react; social media agency, e-Com player, fashion brand pulled up for insensitivity
No, to mine, to mine, to mine
Americans are delightfully simple. If they are convinced about a concept or a line of thinking, they’ll say, “I’ll buy that!”The language of commerce - a willingness to pay - being the definitive proof of acceptance!However, for some time now, marketers have been in denial about this fundamental axiom.“Give it away free” has been a popular business model backed by VC, PE and other acronymous sources, staring at teenaged geeks bursting with pimples and ideas.
Almost a year since it roped in Preity Zinta as its brand ambassador to give it a young and energetic image, the state-owned telecom major, BSNL has rolled out an advertising campaign for its value-added-services (VAS). "VAS is the only area where there is a huge opportunity of making large profit in current telecom market as it helps the players to increase their Average Revenue Per User (ARPU), " explains M.S.S Rao, DDG, BSNL.
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