HOW TO SELL A PRODUCT WITHOUT ADVERTISING

Abanti Sankaranarayanan | The 100 Most Creative People in Business in 2012 | Fast Company: "In India, Captain Morgan isn't just the goateed rapscallion who resides on rum bottles. He's also the host of an MTV reality show, Captain's Shack, in which a group of contestants compete to take over a popular resort area's beach bar. But this isn't just gratuitous product placement (though it is certainly that)--it's also about the only way Abanti Sankaranarayanan can get her brand onto TV. India should be a liquor marketer's dream: 19 million people reach the legal drinking age (in most states, 25) every year, and its growing middle class is interested in Western products. But it's illegal to use traditional print and TV ads to sell alcohol. So Sankaranarayanan, who oversees global spirits giant Diageo's Indian business, says creativity is a must:"

'via Blog this'