Being a 'brand manager' is no easy thing. You have to eat, drink and sleep thinking about your brand. Bad enough. You also have to keep thinking about how to make others think about your brand as often as possible.
Which means pasting your logo and branding everywhere.
In what must surely be described as an 'innovation' in someone's CV Britannia has decided to advertise its bread on the handcarts of Mumbai's famous sandwichwallahs. So far so good.
But please note that the sandwich guy still prefers Modern bread. Kind of like Sridevi endorsing Lux and then using an expensive firang soap.
Advice to Britannia: Figure out how to get your bread used at those stalls. Perhaps offer a discounted steady supply?
Idea accha tha magar magic always lies in the implementation.