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Thursday, February 17, 2000
Brand Quest | Business Line | The Hindu |

Brand Quest      (February 17, 2000)

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I. DOWN MEMORY LANE

How well do you know the history of ad agencies in India? (4 pts each)

  1. Which was India's first advertising agency and in which year was it set up?



  2. The first foreign agency to set up operations in India was J.Walter Thompson in 1929. Which foreign ad agency originally came in as an exclusive agency for the Unilever operations in India?



  3. Which ad agency was originally set up by Mahindra & Mahindra in 1939, and is currently a division of McCann Erickson?



  4. Which agency was created when the Calcutta branch of D. J. Keymer closed down following the loss of the Dunlop account? (Its employees started another agency with the help of the Government and a few Calcutta companies.)



  5. He founded Rediffusion along with Ajit Balakrishnan and Arun Nanda, and moved on to set up Contract. He later set up another successful agency which merged with Rajiv Agarwal's Nexus Advertising. Name this famous advertising personality and the agency he founded.



II. BASELINE PLAY

David Ogilvy once told the writer Roald Dahl: ``The ability to write well is generally a handicap, partly because most of the customers are uneducated housewives. Most of my copy is awful, by your standards.'' Very true. In many cases, grammar takes a backseat to impact in ad copy. Check out these tourism brand baselines. (1 pt each) 

    1. `Experience the splendours of a kingdom'       a. Singapore
2. `So easy to enjoy, so hard to forget'          b. Malaysia
3. `Always a great place to be'                   c. Bermuda
4. `Just relax'                                   d. Mauritius
5. `99% fun, 1% land'                             e. Thailand


III. COPY TEST

Following are words picked out of the body copy of a print ad, voice-over of a TVC or simply, a baseline. Identify the brand. (3 pts each)

  1. `Man or mouse. They both fit nicely in the palm of my hand'



  2. `Amazing how wearing the right sports bra can prove a most uplifting experience'



  3. `Buy her chocolates. And keep the free gift for her cute friend'



  4. `Good mornings and good nights would now begin with an advantage'



  5. `Noticeable fairness in 15 days'



IV. TAKE YOUR PICK

Select the right answer. (2 pts each)

  1. Which celebrity appears in ads for Epson printers with the quote: ``I though creating winning images was an expensive affair!''

    • Aishwarya Rai
    • Sushmita Sen
    • Raveena Tandon
    • Sachin Tendulkar




  2. What colour would you associate with Mumbai city in relation to the launch of a new brand in the city; a colour which became prominent from the day of the launch of the brand on February 14, 2000?

    • Blue
    • Orange
    • Red
    • White




  3. Which international brand in the US this year promoted itself as the `Official sponsor of Valentine's Day'?

    • Hallmark cards
    • Viagra
    • De Beers
    • ICQ.com




  4. Kapil Dev seems to have given way to a new celebrity in ads for Samsung products. Who appears now in Samsung's ads for microwave ovens?

    • Pooja Bhatt
    • Manisha Koirala
    • Tabu
    • Kiran Bedi



  5. Which company has recently acquired the health drink brands Viva and Maltova for Rs. 86.25 crores from Jagatjit Industries?

    • Nestle
    • Cadbury's
    • Hindustan Lever
    • SmithKline Beecham




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