Mumbai: Brand Equity on ET NOW this week brings to you a special episode focusing on the crisis-stuck Kingfisher Airlines and the popular song ?Kolaveri Di? that has become a rage on the web.

The show features top creative agencies - Lowe Lintas, Leo Burnett & BBDO to present their advertising to sketch advertising plans for Kingfisher Airlines which is going through a turbulent phase. The agencies battle it out and showcase their work to change the perception of the airline. The mission to salvage Kingfisher Airlines starts with the brainstorming session of Leo Burnett. The team designs a 360 degree approach with a theme of, "The Good times are back". The episode invites the audience to vote for their chosen campaign & the winner gets selected based on the votes.

While Anup Vishwanathan, EVP; Leo Burnett believes that Vijay Mallya has to be the face of Kingfisher Campaigns to change the perception of consumers & design a series of TVC, Inflight Promotional Videos, Print Campaigns, PR Initiatives and Web Campaigns; Josy Paul, Chairman & CCO; BBDO with his team propose a Public Service Campaign that will be launched through a theme film - Save the Kingfisher.

Arun Iyer, National Creative Director; Lowe Lintas relies on the idea of rebranding Kingfisher Airlines in times of crisis but discourages spending on advertising campaigns and suggests Viral Campaigns. He recommends that the viral campaign should further be divided into three phases, focusing on combating the crisis.

The second segment of Brand Equity looks at the viral marketing plan of Sony Music and Jack in the box for "Why This Kolaveri Di" song. Shridhar Subramaniam, President; Sony Music and Prashant Challapalli, Business Head; Jack in the Box reveal the idea to go viral and their future plans for Kolaveri Di. Within two weeks, the song has hit over 17 million views on You Tube and its only getting bigger and better. This was the first Tamil song to be played on FM in Bangalore and on MTV India.

Catch the full episode of Brand Equity on Saturday, 10th November 2011 at 2.30pm and repeat telecast on Sunday, 11th November 2011 at 11am & 10.30pm, only on ET NOW.

Mumbai: This week on ET NOW, Brand Equity gets to you views from the top flight experts of digital world on whether the demise of Steve Jobs, CEO of Apple, marks the end of the Apple era; a special report on Paris Hilton launching her brand of hand bags in India & exclusive interview with Phil Thomas, CEO; Cannes Lion ? The International Festival of Creativity.

Steve Jobs the Michelangelo of the digital world, a visionary who transformed the dynamics of technology and brought reform into our lives was the sole reason for Apple?s domination as the elitist brand among phones, computers and tablets. And with the demise of Steve Jobs the big question remains whether Apple Inc. will sustain the lead that this man gave it once, amidst emerging competition? While some experts feel it will take a while for Apple to fall behind others feel that competitors have understood the power of design & technology & it?s a wait-and-watch situation as to how long Apple would remain the benchmark in consumer technology.

The next segment talks about the launch of Paris Hilton?s brand of hand bags & boom in the luxury segment in India that is growing at 30% to 40% and is further poised to explode. Abhinav Kumar, CEO of Brand Concepts, the exclusive partners for Paris Hilton in India said that they expect to break even in the 3rd year of operations and in terms of business expectations; they are looking at reaching Rs. 75 to Rs. 80 Cr. worth business in the next 3-5 years.

And in the last segment of the show Phil Thomas, CEO of Cannes Lion talks about how India is one of the most upcoming countries at the International Festival, especially with India taking home 25 Lions 3 years ago & Mumbai being rated as the 12th most creative cities as per Cannes Report 2011.

Catch the full episode of Brand Equity on Saturday, 15th October at 2.30pm and Sunday, 16th October at 11am & 10.30pm, only on ET NOW.

MUMBAI: This week on ET NOW, Brand Equity showcases a special feature on YouTube?s new partner program that encourages Small & Medium Businesses (SMBs) and individuals to earn some buck out of quality content uploaded on YouTube. The show will also feature a special take India?s liquor industry amidst the presence of strong global players.

Taking a leaf out of Google?s strategy of targeting small & medium businesses (SMBs) that are increasingly setting up online presence, YouTube has launched a similar initiative called the ?YouTube Partner Program?. The initiative helps individuals and SMBs to take their content uploaded on YouTube to the next level allowing them to generate revenue from it. Brand Equity speaks to David MacDonald, Head of Youtube Content Operations (Japan & Asia Pacific) who shares his views on why brands would be interested. Also, show features digital experts Mahesh Murthy Founder of Pinstorm & MD Seedfund and Alok Kejriwal Founder of Contests2Win.com to analyze YouTube?s move & share their outlook on the same.

India being one of the largest liquor consumption markets in the world & the young Indian consumer increasingly becoming very discerning and extremely brand conscious; Brand Equity takes a perspective from the industry bigwigs like Ashok Kapoor, President & Managing Director, United Spirits Limited and Rajeev Samant, CEO, Sula Wines to get a sense of what?s preventing them to step their game and what they?re doing to keep international premium players such as Glenfiddich, Pernod Ricard and Diageo at bay.

And last but not the least, it?s ?Quiz the Boss?, a segment where a handful of young guns shoot some tough questions right at their big boss. This week Brand Equity turns the spotlight on the Head Honcho of Maxus India - Ajit Varghese (MD, Maxus India) who will face the volley. Will the captain survive? Will the young blood be satiated? Find out, more on ? Quiz the Boss? on Brand Equity this week.

Catch the full episode of Brand Equity tomorrow at 10:30pm. Repeat telecast on Saturday, September 17th at 2.30pm and repeat telecast on Sunday, September 18th at 11.00am & 10.30pm. Only On ET NOW.