The Challenge: Poor traction and exhausted budgets after failed campaigns in the past. Resurrect Videocon in weaker markets (Kerala, Bengal, Tamil Nadu) and the other brands across India. Approach: Consistent tactical offers to leverage the home-brand advantage across low-cost media. Robust brand positioning over Japanese/South Korean technology. Result: Graduation to mediocre response and a 4-year relationship with personal admiration from the group-owners. Eventually, the brand (Next) was merged with Digiworld.