aw John Abraham saying "Hot date paane ke liye chahiye, cool baal aur cool bike" - in an ad for Clinic All Clear and Yamaha. Great thought and nicely executed. This is the first true cross-branded initiative I have seen. Both the brands were properly represented, drew equal attention and, hence, have equal recall.

This is the purpose of a cross- branding exercise - benefit both the players. Essentially, this may not be in terms of visibility, but in terms of driving benefits from the association, which brings me to the point of discussing cross-branded initiatives between a Hindi movie and a brand.... more