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Pond's Age Miracle Cream is trying out something similar to what a Lakme tried with their Lipstick retirement plan. And, the Pond's exchange offer is not any cheap. The exchange works only if one gives up another cream that is worth over Rs 250. How many creams are there in the market that are priced over Rs 250? And why would anyone give it away?

Logically one would give it away to salvage their cost on a bad product and try out something that could be better. Or it could be an irrational impulse attempt to try something new thats on offer. Pond's could score a convert for both these reasons. Exchange offers work very well in my opinion to quitely gain market and mind share.

The lipstick exchange offer had an inherent advantage, the need to own new variety of shades and that too from a reputed brand. Exchange old cream for younger-looking skin is a smart pitch. But can be contested to be just another tempting and misleading offer.

Its interesting though that Pond's very categorically is allowing exchange only above a particular price, thats almost like yelling out - "I'm out to take A,B,C's share of market". Any guesses on who these A,B and C could be?