Gandhi used non-cooperation to infuriate the Raj. Lowe India, pulled out of the ad festivals many years ago to protest against the judging process, but if they continue with the same policy even today, its because it has helped differentiate them from the award-hungry agencies. And recently Pepsi America showed non-participation in the Superbowl can be just as effective in generating a viral hit as buying a spot on prime time sports.
It becomes apparent that in a world of undifferentiated products, non-participation when used effectively can be a strategy in itself. Will non-participation in the IPL be someday a calling card for a big Indian brand, like say Sahara? Can boycotting expensive traditional media for digital be turned into a brand event?
Love to hear your views.