ny marketer�s dream is to take his message to the audience when and where it is most likely to have an impact. What ICICI Prudential Life Insurance Company has done to break clutter is take Chintamani, the brand mascot, to office goers in Mumbai.

Mumbai has this unique network of �share-a-taxi� cabs that wait for passengers at fixed destinations. As the name suggests, these cabs are shared by people who may not even know one another. More often than not, the passengers are office goers who take these cabs to ferry them to and from railway stations. The obvious benefit is a cheaper ride.... more