On July 30, 2011 the Captain of the visiting English cricket team, Michael Vaughan set off a firestorm when he tweeted
Vaughan was implying that Indian batsman VVS Laxman had applied Vaseline to the edge of his bat, in order to mislead the Hot Spot infra-red imaging system, used to determine faint edges. The tweet set off a predictable mini-controversy as Indians (and the rather thin-skinned Indian Press) leapt to …
Recently, AXE, a Unilever brand announced its “biggest and most ambitious” marketing campaign to date. To create buzz around its Axe Apollo sub-brand, it is planning to send 22 people into space through an elaborate 60-country marketing campaign.
If the experience of Red Bull, with its audacious space jump watched by 8m simultaneously on youtube is anything to go by, Axe too stands to gain tremendously from the excitement that …