The brand managers are in general taught or geared up to promote consumer loyalty. The very foundation of enhancing brand equity is to promote consumer loyalty. David Ogilvy propagates consumer loyalty program to his clients. He is of the opinion that the return on investment on retaining existing customer is 10 times more than a new customer. What an Idea Sirjee..........the fundamentals never change.

I am a big fan of the IPL. But IPL brought with it, its share of bad advertising. At the cost of company brand image, came worst ads I have seen in recent times.

JK Cement - The Model with No Purpose!

The first ad that comes to being the worst of all time, is by JK Cement.

What’s wrong with the Ad:

• Ugly Model
• Bad Bikini
• What’s the message?
• Tag Line: “Vishwas hai, Kuch Khaas hai” My question, vishwas is khaas? WTF!

Verdict: Please stop modelling, and leave cement selling to Big B.

Pepsi Youngistaan ka WOW Campaign

What they might have tried to do: Target the Youth

What they ended up doing: Made them stay away for good

What could have worked for the ad: If someone in this world actually told us: WHAT THE HELL YOUNGISTAAN KA WOW means!

What went wrong:

The door bell rang and Rahul wondered who it could be. Before he could guess, a familiar voice called out:
"Rahooooool... Are you there?"

It was Rahul's dad. Rahul jumped out of his chair and rushed to the door. As he opened it, he saw his dad juggling his office suitcase with a quite a few polythene gift bags with a familiar logo shaped in the form of an aircraft imprinted on each one of them. Rahul's heart sank. Nevertheless, he offered his help in offloading.

It was Diwali season. Rahul's dad worked for Fly Heaven Company, a leading aerospace company. This time of the year, the company had a tradition of doling out gifts as tokens of its appreciation for commitment from its employees.

Having witnessed the day for years, Rahul could literally predict the future course of this difficult day like a soothsayer.

Rahul: (Here comes the same old sweets from the Chandrakala.)

Rahul’s dad: "Check this out!!! The delicious Chandrakala ladoos! Rahoooool, want to try some??"