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Thursday, March 23, 2000
Brand Quest | Business Line | The Hindu |

Brand Quest      (March 23, 2000)

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I. Guest appearance

Brands have always cleverly placed themselves in famous movies and not always by chance. They have paid for their special appearance. Can you figure out some of these (4 pts each)

  1. In the 1987 movie Wall Street, Michael Douglas, playing the Wall Street trader Gordon Gecko, waves a magazine proclaiming it The Bible. Which magazine was it?


  2. Paid brand placement in movies probably started after the success of unknown candy brand Reeses Pieces in the mid-1980s when a chance placement in a famous movie increased its sales five-fold. (Incidentally, M&M turned down that opportunity). Name the famous movie and why it was particularly memorable?


  3. Following the release of the movie Risky Business, featuring Tom Cruise, the sales of this brand picked up dramatically, following a clever product placement. Name the brand.


  4. Among successes of the early 1990s was The Saint, a remake of a famous 1960s TV serial. What famous product used by the lead character was launched with this?


  5. The BMW Z3 Roadster was launched as the car of choice of James Bond in the movie Golden Eye. Which make of car was till then the preferred car of James Bond, featured in almost all his earlier movies?


II. BASELINE PLAY

The famous copywriter Indra Sinha once said: ``The written word is the deepest dagger you can drive into a man's soul.'' Some advertising slogans last in people's minds for years, while others slip into obscurity pretty fast. Check out the baselines of these movie channels. (1 pt each) 

    1. `Maximum movies. Maximum cricket. Maximum events'a. StarMovies
2. `Movies. Stories. Moving stories'                b. HBO
3. `Come home to the stars'                         c. Hallmark
4. `Simply the best'                                d. TNT
5. `Hollywood at home'                              e. SET Max


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. `Bhaag Saurav! Mere paisa ka sawal hai!'


  2. `Lisa Ray. Kya hai inki khoobsoorthi ka raaz?'


  3. `Shaam rangeen, Subah haseen'


  4. `Life. Get the best it's got to give'


  5. `There's more to us than you think. There's more to come than you can imagine'


IV. TAKE YOUR PICK

Select the right answer. (2 pts each)

  1. Which famous pharmaceutical company owns the famous OTC brands Thirty Plus, Figurin and Livio Plus?

    • Nicholas Piramal
    • Himalaya Drug Company
    • Ajanta Pharma
    • Zandu Pharma



  2. For which famous fast-food chain has the former Russian president Mikhail Gorbachev appeared in endorsement ads?

    • McDonalds
    • Pizza Hut
    • Kentucky Fried Chicken
    • Papa John



  3. Footforward.com, Soulkurry.com, and iCleo.com are Indian Web portals targetted at what section of the audience?

    • Doctors
    • Women
    • Ad executives
    • Psychologists



  4. Which company has promoted the women's Web portal www.smartbahu.com?

    • Henkel
    • Hindustan Lever
    • Dabur
    • Balsara Hygiene



  5. Which famous international oil company has recently announced the takeover of Castrol, leaders in the automotive lubricants business?

    • British Petroleum
    • Shell
    • Exxon
    • Chevron



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