Fraternizing with tragedy

IIPM BEST B-SCHOOL
At times, the narrative may give the impression of being desultory in portions, with bits being appended to the story at later stages tending to impact articulative facility, but this is vastly eclipsed by the haunting premise of the book itself, and is bizarrely symbolic of the manner in which David’s dream of literary fame is consummated by his brother’s noble endeavour. A superlative redemption of a treasured life, the gravity of which might be acclaimed by many but fully comprehended only by a few, The Boy Who Fell Out of the Sky is not a biography to be read more than once: It saddens too greatly, and is difficult to erase.

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Source : IIPM Editorial, 2006, Arindam Chaudhuri's Initiative

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Driving the mile! Extra

IIPM PUBLICATION
Innovation is the allergy to move forward and a way to create products in the market,” tenders the 35-year-old Sulajja Firodia Motwani, MD, Kinetic Motor, reflecting the belief that forms the foundations of one of India’s leading automotive companies that has pioneered and introduced concepts that have transformed the two-wheeler market. The company has a legacy of launching revolutionised scooters off erring unique features, comfort and worldwide appeal with modern styling, gearless transmission, v-twin engines and electric start. Kinetic Motor now offers world class vehicles (like Comet, Aquila, Zing & Blaze) to its Indian customers. The bold and energetic Sulajja has played a major role in transforming the company.

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Source : IIPM Editorial, 2006, Arindam Chaudhuri's Initiative

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Inorganic & loving it!

IIPM BEST B-SCHOOL
Mahindra & Mahindra (M&M) is among the very few auto companies across the orb that has successfully branched out in other segments as well. After starting off as an automobile manufacturer, it branched out to areas like IT, infrastructure farm equipments & financial services. Continuing its heritage of diversification, the company has announced a series of new investments. The group has earmarked Rs.10 billion for an SEZ in Pune, Rs.2 billion for an SEZ in Thane & Rs.4 billion for Tech Mahindra. Furthermore, on August 16, 2006, M&M inked a MoU with the Maharashtra government for Rs.5.5 billion for hiking its production capacity to 0.15 million units per annum, at its existing plant in Nashik.

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Source : IIPM Editorial, 2006, Arindam Chaudhuri's Initiative

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Eveteasing, fleecing foreign tourists... Coca Cola seems to be going soft!

IIPM PUBLICATION
On the other hand, the Aishwarya Rai ‘Thande Ka Tadka’ ad released in March this year, is not only comical and mischievous, but contemporary as well. The traditionally-dressed Aishwarya is shown as a playful, tongue-incheek girl turning the tables on eve-teasers with her own version of the game.

The commercial targets the changing face of Indian society, cashing in on the popularity of Aishwarya Rai with the present generation. Needless to say, the concept by McCann Erickson delivers great product positioning, while subtly addressing the social evil of eve-teasing. Prasoon Joshi demonstrates, as always, his uncanny genius to conceptualise adverts tapping into the pulse of the Indian consumer leaving his mark, till he engineers his next brainchild! In fact, Coca Cola’s commercials are forever replete with the element of humour, and even as the bond between Coca Cola and its ubiquitous trump card ‘Thanda’ remains intact, the beverage giant tries to associate the product with scalp-shearing wit and improvisatory flair. And desi moves to urban grounds, maintaining flavour with élan.

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Source : IIPM Editorial, 2006, Arindam Chaudhuri's Initiative

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