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Thursday, April 27, 2000

Brand Quest | Business Line | The Hindu |

Brand Quest      (April 27, 2000)

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I. THERAPY TIME

Here's a dose of questions on over-the-counter drugs. (4 pts each)

  1. Which company owns famous OTC brands Benadryl and Actifed?



  2. This famous pain-killer was introduced in 1933 by Roche and is currently marketed in India by Nicholas Piramal. Name the brand.



  3. Which company markets Anacin in India, and which company owns this brand internationally?



  4. What famous brand was recently sold by Duphar Interfran to SmithKline Beecham Consumer Healthcare for an estimated Rs.40 crores, one of the highest prices paid for an OTC brand?



  5. The trademark of Bayer, this international brand has been a benchmark in OTC advertising, and has been represented by boy icon `Speedy' since the 1950s. Its Web site is described as the 'the most effervescent place in the world'. Name the brand.



II. BRAND PLAY

Highlighting the difficulty of the agency business, Samm Sinclair Baker wrote: ``The one essential, driving aim of the agency's campaign is not to please and sell you, the public, but to sell the advertiser and get his initialed okay. The public is a poor also-ran.'' Check out the following confectionery brands and match them with the companies that market them. (1 pt each)

    1. Alpenliebe                           a. Dabur
    2. Coffy Bite                           b. Cadbury's
    3. Melody                               c. Perfetti
    4. Hajmola Candy                        d. Parrys
    5. Googly                               e. Parle
    


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. `0-60 in just 4.89 seconds. 1 million sold in 1999 alone.'



  2. `The formula for instant weight loss? Think it. Print it. Don't compromise it.'



  3. `We are the best, says Forbes. And 4,19,427 others'



  4. `Hara nahin, peela nahin, neela please'



  5. `Beautiful hair needs an expert



IV. TAKE YOUR PICK

Select the right answer. (2 pts each)

  1. Which is the world's largest ISP?

    • AOL
    • Yahoo!
    • MSN
    • AT&T




  2. Established in 1788, it is one of the world's oldest companies, and was taken over in 1982 by the Murugappa Group. Which company are we referring to?

    • Binny's
    • Carborundum Universal
    • EID Parry
    • Tube Investments




  3. What famous brand of cosmetics founded by Oskar Troplowitz in 1911 derives its name from the Latin word meaning `snow white'?

    • Beiersdorf
    • Revlon
    • Rexona
    • Nivea



  4. In one of Indian advertising's most stunning account resignations of recent times, which agency resigned the Hyundai car account?

    • Bates
    • Saatchi & Saatchi
    • Redifussion DY&R
    • Equus



  5. Which brand uses a hoarding and print ad campaign of four nude VJs with just the essentials covered?

    • Channel V
    • MTV Unplugged
    • MTV Clothing
    • J. Hampstead





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