What can you expect from two companies – one a leading publishing outfit and another synonymous with sports – when they come together? Well, could be anything. But when Disney Publishing joined hands with ESPNcricinfo.com, the collaboration resulted in ‘Timeless Steel’ – an anthology of articles on Rahul Dravid, capturing the legendary cricketer’s life and career. The 256 page book showcasing Dravid’s journey into the game right up to the days when he was the epitome of Indian test cricket and his subsequent retirement, was launched on July 04, 2012 by Dravid himself along with Sanjay Manjrekar and Harsha Bhogle. Filled with anecdotes and timeless photographs, the book promises to be a collector’s edition.
When you are in the business of selling iconic cruse bikes, then there is nothing better than a good’ol BTL (Below the Line) marketing activity in the form of a rally. Not only does it create buzz at a fraction of your marketing budget, but also reinforces brand loyalty by bringing existing customers together. Indian bike major Royal Enfield did that once again by flagging off its Himalayan Odyssey at 7:45am on June 23 morning. The rally was kicked off by Dr. Venki Padmanabhan, CEO Royal Enfield, from India Gate in New Delhi. 67 riders from India and abroad participated in the16 day adventure covering a distance of 2,700 kilometers from Delhi to Khardung La. This is the 9th edition of the prestigious marquee ride by Royal Enfield and has become an important brand activation for the company.
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Source : IIPM Editorial, 2013
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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