ast year, HSBC's campaign for its new loan product Pragati Finance, targeting SEC B2 and C at touchpoints like chaiwallahs, was considered very innovative. However, brands like Levi's, TVS Scooty, Liril and Cadbury's have been targeting Gen-X for years now at our own coffeewallah � Caf� Coffee Day (CCD), making it an interactive alternative media.

The latest to do that is Microsoft, for its new operating system, Windows Vista. According to Ambika Sharma, national head, Jagran Solutions, the agency which designed the campaign for Microsoft, "The message centred on 'Wow' - the simplistic yet powerful emotional reaction that we received from any consumer who saw the product."... more