guerilla marketing Archives - Third Eyesight

Instamart’s Offline Experiment

admin — Mon, 29 Dec 2025 09:46:50 +0000

Yash Bhatia, Impact Magazine 29 December 2025 App, Tap, Pay and Zoom it’s delivered – that is Quick commerce for you. And in India, the narrative has so far been defined by speed, scale, high SKU counts, and the dominance of dark stores. Last week, however, Instamart nudged that model by opening an experiential store […]

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All charged up

admin — Mon, 25 Sep 2023 14:56:46 +0000

Will Tata Consumer Products’ energy drink "Say Never" be a game changer?

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Retailers may soon be asked to not demand customer phone numbers

admin — Wed, 24 May 2023 07:09:00 +0000

Most large retailers mandatorily take down buyers' phone numbers while generating the bill for their purchases and use them for loyalty programmes or sending push messages.

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Patanjali – from Yoga to Noodles (Video)

admin — Sat, 07 May 2016 08:00:20 +0000

Third Eyesight's CEO, Devangshu Dutta recently participated in a discussion about the phenomenal growth of the Patanjali brand, from yoga lessons to a food and FMCG conglomerate taking well-established multinational and Indian competitors head-on. In a conversation with Zee Business anchor, P. Karunya Rao and FCB-Ulka's chairman Rohit Ohri, Devangshu shared his thoughts on the factors playing to Patanjali's advantage. Excerpts from the conversation were telecast on Brandstand on Zee Business. (Watch video)

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Hyperlocals, Aggregators: Developing the Ecosystem

Devangshu Dutta — Thu, 21 Jan 2016 17:46:10 +0000

For all the attention paid to the entry and expansion of multinational retailers and nationwide ecommerce growth, retail remains predominantly a local activity. Aggregator models and hyperlocal delivery, in theory, have some significant advantages over existing business models. However, both business models are also typically constrained for margins.

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Would you like some ads with that coffee?

Devangshu Dutta — Mon, 13 Apr 2009 09:33:04 +0000

We're all for new business ideas and guerilla marketing tactics. However, it is a fact that some work, and many don't.

Here's one idea that raises some question marks.

It's a business called freepapercups.com that provides free paper cups to offices carrying the ads of other companies who pay for the cups. The company's proposition is that everyone wins - the recepient office saves on paper cup expenditure, coffee service providers get a new tool to save their customers money (and for themselves to possibly gain some share or the revenues?), and the advertiser gets to penetrate a previously untouched white-space. Who knows - this may work, just like the ads and logos painted on the roofs of white delivery vans.

However, the thing is this: paper cups - with ads or without - will get thrown away like yesterday's newspaper and last month's magazine. So, this would be another form of broadcast advertising whose effectiveness needs to be measured and proven, and it's guilty (of waste) unless proven innocent.

Also, it is invasive to a great degree in a space that should be uncluttered with any messages other than what are relevant to the organization's own business.

So, will it really contribute anything significant to the offices who won't be spending on the paper cups, or to the brands that do spend to advertise on them? Or will it just detract from both?

What might be next - co-branded letterheads perhaps?

Lest I sound too much of a cynic, let me offer up a thought: maybe governments should put a new line item in their budgets - "Grant on expenditure on ceramic coffee cups for offices to carry environmental and fiscal-consciousness messages".

A caffeine-laced economic stimulus - now that should get the economy going again!

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