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Brand Quest      (June 21, 2001)

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I. POT POURRI

A mixed bag of questions this week. (4 pts each)

  1. Why were the mobile phone brands Iternis, Ola and Mobicarte prominent in the news recently?



  2. What famous sub-brand of Ford (prominent in the US in the 1960s and 1970s) is also the name of a range of shoes recently launched by Reebok in India? (Clue: the name is derived from an American wild horse)



  3. This famous business personality became the youngest Vice- President at Bankers Trust company in 1990 and later the youngest Senior Vice-President at D.E. Shaw & Co in 1992. He later went on to start a company in the emerging Internet space and was Time magazine's Man of the Year in 1999. Name him.



  4. Which famous brand was taken over by Whirlpool in the early 1990s and was transferred back to Electrolux, the original owners of the brand, in the late 1990s?



  5. Which leading Indian tyre company owns Vikrant Tyres after its takeover in the late 1990s?



II. BASELINE PLAY

An editorial in The Times (of London) once said: ``The incessant witless repetition of advertisers' moron-fodder has become so much a part of life that if we are not careful, we forget to be insulted by it.'' Apparel brands in India could be accused of boring and undifferentiated advertising. Check out the following baselines and match them with the brands that use them. (1 pt each) 

    1. `Start something new'                        a. Tamarind
2. `The flavour you wear'                       b. Park Avenue
3. `Designed smart. Designed strong'            c. Lawman
4. `Make your own laws'                         d. Provogue
5. `Redefining Fashion'                         e. Vivaldi



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. `Son, this is where I get off'



  2. `Once upon a time in India'



  3. ` _____ introduces Egyptian cotton shirts. Travelling back 2000 years is worth it when you are creating the world's finest shirt'



  4. `Best friends kuch aise hote hain'



  5. `Your forehead is never wrinkled, why should your shirt be?'



IV. TAKE YOUR PICK

Select the right answer. (2 pts each)
  1. Which famous personality was in the news recently for taking the highest ever insurance policy by an Indian for Rs 18 crore under the LIC Jeevan Shree key man insurance?

    • Sachin Tendulkar
    • Hrithik Roshan
    • Shah Rukh Khan
    • Subhash Ghai



  2. Name India's largest industrial group with an estimated group turnover of Rs 60,177 crores last year?

    • Tata
    • Birla
    • Reliance
    • Hinduja



  3. Founded in 1996, it was the world's first free Web-based e- mail service and became a template for a series of such services. name it.

    • Lycos
    • AOL
    • Yahoo!
    • Hotmail



  4. Which industrial family owns the majority stake in the successful Hero group, a leader in the motorcycle segment in the country in collaboration with Honda, Japan?

    • Hinduja
    • Munjal
    • Firodia
    • Singhania



  5. Which new creative agency promoted by Euro RSCG has been set up by Ravi Deshpande with a name inspired by a famous ad by Bill Bernbach for Volkswagen cars?

    • Chlorophyll
    • Lemon
    • Think
    • Apple



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