Benz Logo Changes Over The Years

Mercedes-Benz Logo changes over the years.

History of Audi

German engineer August Horch, who used to work for Karl Benz, founded his own automobile company A. Horch & Cie in 1899. A decade later, he was forced out of his own company and set up a new company in another town and continued using the Horch brand. His former partners sued him, and August Horch was forced to look for a new name.

When Horch was talking to his business partner Franz Fikentscher at Franz's apartment, Franz's son came up with the name Audi:

During this meeting Franz's son was quietly studying Latin in a corner of the room. Several times he looked like he was on the verge of saying something but would just swallow his words and continue working, until he finally blurted out, "Father - audiatur et altera pars… wouldn't it be a good idea to call it audi instead of horch?". "Horch!" in German means "Hark!" or "listen", which is "Audi" in Latin. The idea was enthusiastically accepted by everyone attending the meeting. (Source: Wikipedia, A History of Progress (1996) - Chronicle of the Audi AG)

And so Audiwerke GmbH was born in 1910. In 1932, four car makers Audi, Horch, DKW, and Wanderer merged to form Auto Union. The logo of Auto Union, four interlinked rings that would later become the modern Audi logo, was used only in racing cars - the four factories continued to produce cars under their own names and emblems.

Four car companies became Auto Union (1932)

Fast forward to 1985 (skipping a whole lot of history), when Auto Union ultimately became the Audi we know today.

Swimming on top a Submerged City

Bingo Case Study

The Bingo case study was nominated for two categories, Consumer Products and Integrated Advertising Campaign.

The challenge for Bingo was to create an impression in a market, where FritoLay held the lion's share – the presentation mentioned 80 per cent. Bingo wanted to speak to the youth, which was a hard to attract segment. The objective was to capture the consumers' mind first and the market later. They also had a long term ambition to overtake FritoLay's sales and be the market leader.

For the short term, they wanted to gain at least 8 per cent market share nationally, create a buzz around the brand and create a youthful brand personality.

The agency wanted to base the campaign on the three pillars of Product, Placement and Personality. After a few brainstorming sessions, the team realized that people in India still prefer traditional snacks, such as banana chips and biscuits. To counter that, they decided to use the familiar tastes and come up with an irresistible combination of flavours.

Strategic placement of the product was also an important factor, as the aim was to widen Bingo's reach and impact. Bingo was available in more that 250,000 stores in the first six months of its launch. Brand awareness was also built by placing the Bingo racks in local grocery stores as well as supermarkets. In most cases, a TVC is the main source of awareness for a brand, while in Bingo's case, it was the Bingo rack.

Another thing that had to be taken into consideration was the fact that snacking is a mindless activity .They wanted to promote a brand that would be deliberately mad, spontaneous and mindless.

The product launch was preceded by an online viral campaign, 'Wait or Suffer'. The product was introduced with a television, print and outdoor campaign.

The madness was also taken offline with mall activities in nine cities across India. Customer interest was retained with interactive games and product tasting sessions. This activity saw participation from 2,500 people and experienced close to 250,000 footfalls in the first four months.

Various radio activities were done in Delhi, Mumbai and Bangalore to increase brand awareness. Bingo also ran a contest when Aerosmith was on their official tour to India. Contestants were supposed to record their favourite Aerosmith song in a local Indian language and submit their entries.

Since it was a youth brand, digital media was used heavily for promotions. The Bingo National Gaming Championship was one such example. The event was held in four cities and saw participation from 25,000 contenders. Bingo Remix Nights were held in clubs across the country.

A fun website, bingeonbingo.com was created to increase awareness about the brand.

O&M claimed that the 360 degree campaign helped Bingo gain 12 per cent market share nationally, as opposed to their initial target of 8 percent. Bingo had 16 per cent market share in metros and a market share as high as 66 per cent in certain cities.

Your Tinkle Comic of the Day!

Old Photographs from Indian History

Going Out!

One man stood looking for you at the gate,
The other closed his eyes leaving all to fate,
More fight against time regretting that they are late,
and here I'm lost almost to ask you out on a date!!!
Ps: waste of poetic talent, I have no 1 to send this to...


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Photography & Me

My Story

It was June 2001; I had completed my completed high school and was thinking of what specialization to take in college. Still Photography & Audio-Video Production was listed as one of the options in the form. As soon as I read these mixture of words I had decided what I intended to do in college "Photography". Till then "Photography" to me was pressing the shutter button of a compact camera after ensuring the proper loading of film, opening of the lens cover and looking through the viewfinder for correct composition. But soon I learnt that it was much more than that. Optics was our first subject. The ray of light passing through different transparent surfaces and how the distance of the object from the lens alters the distance of the image on the other side was all thought. Then came the most interesting part - how a camera is built, the first cameras, the glass negative, large format, medium format and the most widely used small format cameras. The shutter, the aperture, the viewfinder, the lenses, telephoto, wide angle, fish eye, TLRs, SLRs, Compacts, etc made it further interesting. Then came the lighting and other equipment used before clicking the shutter, the key light, the fill, the spot, the back, the light meter, the tripod, shutter release cable, reflectors, etc. Placing the subject, the composition, the golden rule of thirds, angles, filters, and exposure compensation soon followed. Then it was time for learning about the negative, the ISO/ASA rating, speed, slide, b&w and color negatives. And finally we were ready to click the shutter button. Oh not to forget the light meter reading, setting the correct f no. (Aperture), selecting the appropriate shutter speed. Then I clicked the shutter, the aperture opened the light passed through the lens and the shutter moved to let the negative be exposed. After taking a lot of photographs it was time to develop the negative. The various developers, the fixer, the enlarger, dodging and burning, contact printing, the test print, the different grades of paper, and last but not the least working under the Red light. In the end we got our prints some good, some ok, some well let’s move on, we pasted these on our journal and did some more Photography. Now it was time to do color photography and so we did, the filters, 80b, 81, etc etc came into play. Then making color print, the color enlarger, the RGB, the YMC, the color filter, calculating the exposure and then the print.

The End

(I would continue on with my story but thought the other way as even I was getting bored reading this.)

Take Care

S.K.Prasad