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Impact Swimsuit special!

16-January-2006
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Impact Swimsuit special!

It’s the beginning of the year and we thought we’d check out the best calendars. Not the ones with flowers and lions and pretty picture of nature: These are two legged birds that Deepti Khanna Bose checks out.

Marilyn Monroe, some would say, is the quintessential pin-up girl; that she was actually 'discovered' by then pin-up photographer David Conover is forgotten by many.

Katherine Hepburn, Sophia Lauren, Elizabeth Taylor, Greta Garbo, Mae West, and even Mae West inspired animated Betty Boop are all part of a long line of pin-up girls which stared down at boys and men from millions of walls. Every country has its favourites; while Samantha Fox and Cindy Crawford adorned the walls of the West, we had, and continue to have Zeenat Aman, Helen, Simi Garewal, Aishwarya Rai, Madhuri Dixit are among those who adorn ours.

That the calendar is meant to be pinned-up anyway, the age old collaboration between the pin-up girl and calendars was only natural. Even more natural was that it didn't take long for advertisers and marketers to realise that pin-up calender girls were a great way for their brands to get closer to consumers.

Pin-up girl calendars have over the years proved to be a fabulous marketing tool, even for brands which have nothing to do with gorgeous bodies. The fact is, if done correctly, pin-up calendars can add invaluable amounts of sexiness and oomph to a brand; generating oodles of public relations, hype, aspiration, top-ofmind- recall and even customer loyalty is not unheard of. If gone about the right way, these calendars stand a chance at becoming collectors item and having a cult status themselves - sometimes a cult status bigger than the brand it belongs to in the first place.

The best example of this fast happening in India today, seems to be the Kingfisher Swimsuit Special Calendar. With huge budgets, exotic foreign locales and and the most beautiful currently-'hot' models in the country, the King of Good Times has managed to create a much talked about, much sought after and therefore a much fought over acquisition in its pin-up calendar. Starring in the Kingfisher Swimsuit Special Calendar is considered a huge prestige and a careermaking opportunity for the few lucky women that have the privilege of adorning those pages. As a marketing tool, the limited edition calender has proved to be godsend; the sexy, fun, exubherant imagery of the calendar only builds on the brand's promise - to be the 'King of Good Times'.

Let's take a step back and take a look at the phenomenon of the pin-up. The term 'pinup' first became a part of the English language in 1941; however the practice is documented back to at least the 1890s.

In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

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