2013 to start with brand Sachin and market mix

This week's storyboard checks on brand Sachin and what 2013 holds for the Indian A&M industry. Not only this but also there is Coca-Cola's next big brand campaign to crest upon.

Cricket lovers were in for quite a surprise last Sunday morning when Sachin Tendulkar announced his retirement from one-day-international (ODI) cricket. The master blaster, who earns nearly Rs 200 crore from the 17 brands that he endorses at the moment, will continue his test innings - but it is only a matter of time till he hangs up his boots completely. Animesh Das checks in on brand Sachin, what happens with one of the greatest sportsmen of all time, retires? Coca-Cola India is set to unveil its new brand campaign next week. The spot will debut during the second one day international between India and Pakistan on 3rd January. It’s created by Mccann Erickson, but, as has become the norm, is an adaptation of a global campaign. In this case it’s the 'crazy heroes' campaign that featured during the UEFA Euro 2012 tournament. The year 2012 was a tough year for the Indian advertising industry. Tightening purses and a cautious outlook even saw GroupM slash its ad-ex forecast from nearly 12 percent to around 6 percent in August. Demand did pick up towards the end of the year and increased Return on investment (ROI) pressure. Changing consumer behavior saw brands look to experiential or direct marketing and increase their focus on digital. Pavni Mittal finds out how things will change in 2013.