Products, like people, have personalities, and they can make or break them in the market place ...David Ogilvy
Thursday, 28 February 2013
Advetisement Analysis_ Komal Motwani _IM19 C_207
Ad 1 - KITKAT Ad (Dancing Squirrels)
Objective - To inspire people to chill out from their stressful and hectic life with the idea "Kitkat break banta hai".
Target Audience - Everyone or anyone who feels bored or stressed out and wants to have a break.
Description -The commercial begins with two friends sitting on a bench. One of the guy who is feeling tired reaches out for a Kit Kat bar. At the same time, we see a squirrel hopping in the tree, trying to grab a nut. As the boy eats the Kit Kat, he sees the squirrels doing strange things. Suddenly a male squirrel offers a lady squirrel the nut he grabbed. The female squirrel turns around in refusal. The squirrel, perplexed at the reaction drops the nut and sings “I Love You”. and the lady squirrel accepts the proposal. The narrator in the background emphasizes that life is very busy but a break once in a while makes life a little exciting. At the end, the squirrel winks at the guy saying the tagline “Kit Kat break banta hai”.
Analysis -The squirrel advertisement of Kit Kat is a perfect combination of humor and intelligence. The meticulous animation along with an attractive punch line "Have a break, Have a Kit Kat" makes it an excellent endeavor. It spreads joy to everyone with a sense of innovation and freshness. The idea is not just to showcase the product in public, but to actually leave an impression on the minds of consumer, thus bringing them closer to the product.
Ad analysis by Surbhi Jaiswal(Roll No. 174 IM 19)
AD 1:Lifebuoy 'Hulk' Commercial 2012
This ad features a new product of Lifebuoy which
turns green after 10 sec of its use. It is a new color changing hand wash
sanitize r also known as Hulk hand wash. It targeted children and claims 99.9%
germs removal in just 10 second. It published on November 2012.
Description:
Initially, a child was playing with a toy and
took it high towards the dining table where his breakfast was kept. He kept his toy and was
about to pick his breakfast, but his mother stopped him. She alerted him by
saying, "Hathon me germs hai".
After this, she gave him a Lifebuoy liquid hand
wash and took him to the bathroom where he looked at the bottle and said,
"Lifebuoy".
The mother whispered to him, "Color change
hai". The boy started washing his hand and watched the foam in his hand. The color of the foam
started changing and the boy started visualizing that the he had got the power
like his toy Hulk and hits hard on the animated germs. He continued to kill the
germs doing all sorts of actions. Finally his mother returned to the bathroom
and said, "Ho gaya... jhaag hara hua matlab germs gaye. At the end, a doctor
appeared on screen and said, "Lifebuoy ka pehla color changing hand wash,
smart crystals ke sath 10seconds me foam bane hara or signal kare germs ka
safaya".
Analysis:
The brand has used ‘Hulk' character and tries to
associate with the sentiments of people through ‘Hulk' movie. In the Hollywood
‘Hulk' movie, hulk has shown in green color and the same green color,hulk had
in the ad. The concept was good and well executed. It was able to attract the
kids, parents, fans of hulk movie and the people who are hygiene conscious at
the same time. It positioned itself as a hand wash and associate itself as an
innovative brand. Ad 2: Maggi New TV Commercial- Amitabh Bachchan
This ad features 'Chotu maggi' and published on August 2012.It starred Amitabh Bachchan and shown the story of village boy.
Description
In the beginning, AmitabhBachchan asked Lakhan to sit down and then started telling his story to the crowd.Big B started the story and Lakhan kept on adding in between.In the story Lakhan won a race and told this to his mother, on which she gave him Rs.5.With this money he went and bought a Chotu Maggi. Maggi was ready in 2-minutes and he felt happy to eat Maggi and at last he offered 1 teaspoon to her mother. Here, story ended and Big B requested to write audience their experience and finally ended
by saying ‘Meri Maggi Taste Bhi Health Bhi'. ‘Taste Bhi Health Bhi'.Finally, ad satisfied the basic need(hunger) & the safety need(healthy nutrients) of rural masses.
Conclusion
Maggi brand has endorsed a superstar ‘Big B'
but earlier Nestle had never endorsed personality for ads. The reason here was
that they want to position itself in the mind of Rural India. Through the ad, brand tried to tap the untapped potential of rural India. AmitabhBachchan is the ultimateinfluencer of Bollywood and is the
right choice by Nestle, to endorse its product. Also, the ad created a sense of
familiarity for rural masses by the background, the child & the location. As rural masses is price conscious, the price of Maggi has shown Rs.5 .And as rural masses are health conscious, at the end Big B said
Embarking on the wave of current national trend of Women’s
security and women’s right, Gillette India has produced a new
advertisement campaign “Soldier for Women” reflecting the heightened national
consciousness on atrocities against women.
The TV commercial Created by BBDO India, is built on the
Soldier platform. The commercial starts with the “Soldier Wanted” shows visuals
of men ranging from a tattoo artist to a gym instructor to a mechanic and
hairdresser, followed by shots of women from various professional and social
strata. The commercial than builds byshowing them coming together, with the men standing by women, as
‘Soldiers’. The super tells the story:
'Soldiers wanted.
Not to guard the borders. Not to go to war.
But
To support the most important battle of the nation.
To stand up for women. Because when you respect women… You
respect your nation.
Support the movement. Gillette salutes the soldier in you’.
Analysis:
The commercial is in resonance with the rising discontent
for atrocities against women in the country and supports the movement for the cause.
It is able to use current national emotions to get attention of men and women
from all social status. Gillette’s brand purpose is to help men make a
difference in their world and “Soldiers Wanted” ad calls out to all the men who
embrace the values of the solider by standing up for women. It intends
to enable men to help them make a difference in the new, more aware India today.
Thus, through this campaign Gillette is able to connect to the target audience
by communicating a strong message.
AD 2 - Max India: Sar Jo Tera Chakraye
Campaign: “For life”
Tagline: “In Life’s ups and downs we help you bounce back.”
Creative agency: Dentsu Creative Impact
Media agency: Madison
Target Audience: People of different age groups, who are
apprehensive of insurance schemes.
Description:
The Max India – For Life campaign uses a trampoline to bring
out the key message that it helps you bounce back in life with its bucket of
offerings – Life Insurance, Healthcare and Health Insurance.
The ad created by Dentsu Creative Impact, opens with
multiple trampolines placed in the open. People of different age groups are
surprised, yet eager to experience them. Once an old man sets his foot on the trampolines,
all the 500 people watching by the side set out to experience the trampoline
which is really a visual metaphor for ‘Max’. Through the film, a remix of the
old Bollywood hit, ‘Sar jo tera chakraye …aa ja pyaare paas hamare.
Kahey ghabraye’ plays in the background.
Analysis:
Through this ad Max intends to consolidate their various
service offerings under one umbrella brand, Max. The new communication aims to
build trust for the corporate brand by virtue of which people can choose its
constituent brands with more confidence. Max is able to deliver the message
that it wants to help their customers in navigating the confusing complexities
of insurance and healthcare by using an old Bollywood song ‘Sar jo
tera chakraye …aa ja pyaare paas hamare. Kahey ghabraye’.
Max wished to communicate that life is for living to the
fullest and in all the ups and downs, it will be right there to help them
bounce back, just like a trampoline and it does it in style.
Objective: To
demonstrate the power cleaning power of the product
Target Audience
This advertisement promotes a home appliance that is used in
most of the houses across USA. Hence it targets a wide segment of audience, but
it specially targets the home-makers.
Ad Description
& Analysis
The advertisement makes use of the theme of one of the
classic Hollywood movies of all times – the exorcist – to set the mood and draw
in the audience. It begins with the scene of a haunted house which a priest is
apparently visiting to perform an exorcism. The setting is eerie and the music
is haunting which makes the audience interested in what is going to happen
next. In the climax we get to see a girl apparently possessed by devil but then
the humor breaks in and we get to see that it is all effect of a vacuum
cleaner.
This advertisement is an extremely clever piece of work in
which the message is not presented immediately. It works on attracting the
audience, getting their interest up and then sending out the message.
The ad was received well critically and made a great impact.
It had 28 million views on internet and 820,000 shares on facebook. It
increases brand awareness among men.
AD 2: Low fat sealect Biaa Tuna
Product being
promoted: Biaa Tuna
Tagline: How long
can you hold your breath?
Objective: To
promote new low fat content tuna
Target Audience
This advertisement especially targets obese people from all
age groups. It also targets general public by offering them a low fat content
product.
Ad Description
& Analysis
This is another example of an advertisement that draws the
audience in and then presents the product and the message in a very hilarious
way. As opposed to a spooky atmosphere used in the previous advertisement, this
advertisement uses a beautiful girl to grab the attention of the audience.
The advertisement begins with a man salivating over a slim
and beautiful girl. As she walks towards an elevator all men turn and watch
her. She also seems to be enjoying the attention. But then there is a twist. As
the doors of the elevator close she lets out her breath and we see that she is
a fat girl holding her breath to look pretty and slim. And hence the tagline
“How long can you hold your breath?”
The ad tells the audience that they cannot hold
their breath indefinitely so if they want to look pretty they should find a
more permanent solution which is to switch to new low fat sealect tuna.
Objective -- Presidential election campaign, Election manifesto, Convey policies to be followed, comparison with competition
Target Audience – American Middle Class Voters
Created by – Obama for America
Key Words -- Choice, Forward
Description:
The ad was targeted at the American
Middle Class voters. Presidential candidate, Barack Obama himself is the
central figure in the advertisement and presents his plan comparing it to the
opponent, Mitt Romney’s plans. He talks of making a choice between the two and
cleverly uses the number 4, pitching the advertisement 4 months prior to the elections and in a
hidden message conveying that the decision taken in the next 4 months shall sow
the seeds for the harvest in the next 4 years.
He mentions how Romney would
further aggravate the economic mess by doing the exact same things which
created it and cleverly presents a luring alternative to the highest percentage
demographic, the middle class. He talks of strengthening the middle class,
taxing the rich and investing in education, manufacturing and home-grown
American energy
Analysis:
The American middle class is reeling under the economic burden.
There have been huge no. of job cuts and the middle class feels that a lot has
been due to economic policies made to favour the rich. By talking of taxing the
rich more, Obama tries to curb down that anger of the middle class, thus hoping
to garner positive points in his bag. He talks of investing in manufacturing
and education that shall create more jobs for people. He talked of home-grown
energy which has a political angle of building a work force at home so that
jobs do not go outside the country. Thus Obama tries to instill hope of a better future for
Americans, especially the middle class; at the same time attempting to tilt their opinions in his favour. The
advertisement shows footage of Obama in discussion with common folks, hugging
a factory worker etc. The middle class is very sentimental, emotional and these
images try to portray the President as one among the common masses, which works
out as an absolutely brilliant strategy.
All in all, a good ad which ultimately resulted in the win. Thus, it can be said to be a success.
Ad #2: ICICI Prudential Life Insurance -- Bande Achhe Hain
Tagline -- Zindagi Ka Humsafar
Objective -- Importance of Life Insurance in a common middle class family life
Target Audience -- Middle class, mostly salaried Indian families
Created by -- Lowe Lintas & Partners | Lyrics -- Swanand Kirkire | Music -- Shantanu Moitra
Key Words -- Responsible, Understanding
Description:
The ad focuses the various phases that a middle class family goes through in their married life and especially brings to the forefront in a very subtle and likable manner the notion of the male looking after the family and the way in which he considers the utmost importance to the security of the family. It does not hide that there are many fallacies in the guy but he never compromises with the security of the family; he is late in reaching for the last ferry but won't let anyone go before he inspects the wooden makeshift bridge. He leaves his wallet at home but ensures to not leave before the wife gets back home. He sleeps off at the station but is not negligent to his son wandering off. From making the newly wed bride comfortable to finding a right match for his daughter, this ad brings to light the small everyday acts that he does which goes unnoticed and something which even he does not consider too big to make a fuss about. The ad celebrates the nice family guy. Aptly said -- "Bande Achhe hain."
Analysis:
The company presents the situation present in the majority of Indian middle class families where the male counterpart is supposed to provide financial security to the family. Even though with the changing dynamics, the ad in no manner is a macho ego boosting ad which draws the ire of feminists. It turns out to be an ad likable to both men and women and thus is successful up to that respect.
The ad is in sync with the tagline "Zindagi ka Humsafar." Just like the husband and wife, a life insurance is a partner for life especially if something untoward happens. The ad comes up with a great line -- Jo zimmedari nibhate hai, jataate nahi. Just like a life insurance policy which comes to help when the family is in great need and at other moments, remains as an umbrella protecting the family.
The ad touches the emotional cord of its target audience and makes it realize the importance of security in one's life. It cleverly shows the relationships and their importance. However, there is no direct message conveyed in the ad regarding the company and one has to draw similarities to find out what the ad really wants to sell. It creates an impact and in my opinion, will remain in the audience memory for long but it won't be false in saying if the customer forgets to associate it with the brand after some time.
The ad is relatively new and how much it will affect the business of the company will need to be followed. Hence, whether this turns out to be a success or failure will have to be seen.
#Advertisement 1 : The New Shangrila TV ad Analysis
THE
ADVERTISEMENT
The hustle and
bustle unique to India enlivens your senses as you travel through New Delhi
from the airport. It is exciting to be here, and even more so to stay at
Shangri-La’s Eros Hotel – one of the city’s eminent five-star hotels. As
you step out of the Rolls-Royce Phantom into the sanctuary of the hotel’s
gardens, you are treated like the Mughal Maharajas of yesteryear. Attentive
staff greet you with a reverence reserved for guests in ancient Indian
tradition.
MY
ANALYSIS
The new
advertisement campaign of Shangri La is a classic example
of re-positioning of the brand as a whole. The previous ad campaign
before the new campaign embarked upon the perfection and the meticulous nature
in which things are done to provide a wonderful experience. At the heart of
this a selfless service which dedicates itself to ensure that the customer
feels comfortable and relaxed. In essence Shangrila reinforced its image as the
service provider which maintained the highest quality of standards. It also
portrayed its workforce having the dedication and passion to providing this
quality experience while showing the ethos of the company: “never to settle for
the second best.” The new advertisement campaign is an effort
to re-brand the company whose underlying theme is “Hospitality, which
embraces the customer.” This act of hospitality essentially comes from the
bottom of the heart. In the advertisement, a lone traveler is shown
who is lost in an uninhabited area. He walks on and on into the wilderness of
the Arctic. He is getting numb from the cold and in the end when he has pushed
every sinew of his body to the limit and has nothing left, he succumbs to the
ground. Here, a pack of wolves arrive and they give warmth and succour. Though
in reality, the wolves would never even have gone near the man, the
advertisement portrays that nature is very kind. Though he is a stranger, the
traveller is embraced by the wolves. On the same lines, Shangrila wants to
communicate that though a customer feels out of place when he leaves home, they
believe in providing a lasting experience and overwhelming the customer with
such kindness and hospitality that he would get in his home. In other words,
the very quality of humanity and kindness is present in the very heart of the
organization. It also states that the very act of kindness to a stranger is the
greatest act of hospitality. Their campaign is based on the underlying theme of
“Genuine kindness not any contrived one, which comes right from the bottom of
the heart, which is more important than the glossy interiors and outside
looks.” It hammers the message that the organization values the needs of the
customer the most and strives to recreate a home away from home so that he
keeps coming back for the same again. The advertisement campaign on the whole
is not just like any other hotel or resorts and imparts a familial flavour of
the “Asian Hospitality”. While delivering the services with the same amount of
efficiency as any other top luxury hotel chain, the company has differentiated
itself from its competitors in a very innovative and inspirational way
intrinsic to its core beliefs and values.
CONCLUSION
The goal of
advertising is to cost-effectively reach a large audience and
attract customers. If done correctly, advertising can enhance the success of
our business. An advertising campaign should be geared to our niche market.Our
small business advertising needs to quickly communicate its core
message in 5 seconds or less. Because people generally don't
watch whole video attentively.Keeping message simple: ensures a call to action
is clear.
#Advertisement 2 : The Seafield Golf and Spa Hotel Ad
Analysis.
THE
ADVERTISEMENT
The ad was taken
for "The Seafield hotel" in Gorey Co Wexford. The hotel is located on
shores Ballymanny and is an ideal location for your wedding and yes that's me
in the tub! what a job, somebody has to do it!
Seafield Golf
and Spa Hotel offers guests luxurious accommodation, fine
dining , leading edge conference
facilities and an 18 hole Championship golf course. Finally we
invite you to indulge yourself in our exquisite Oceo
Spa with over 60 treatments to pamper yourself with and
decadent thermal suites in which to relax and indulge the senses.
MY
ANALYSIS
The
advertisement portrays the distinct advantage of contemporary style which
maximizes the amount of sunlight and promotes breathtaking sea views. The
entire hotel has been exquisitely designed by the architect Francisco Biea. The
rooms are spacious and at the same time ergonomically efficient. The customer
finds whatever is required in his room and the hotel takes pride in the fact
that its staff ensure that attention is paid to every last detail. The company
makes sure that it leaves no stone unturned while providing a comforting and
uplifting experience. Overall it makes sure that the customer has a memorable
experience. The next site of attraction portrayed by the ad is the Cliff Top
Golf Court which is challenging and inspiring. Then comes the real indulgence
in the exquisite Oceo Spa, where one can pamper himself with 60 different types
of treatments followed by a thermal suite which provides real relaxation and
reinvigoration. The icing on the cake is the “fine dining experience” which is
intimate in nature. The food is cooked by the best purveyors of Irish cuisine
and it rivals that of the best kitchens in the world. The hotel through its
advertisement reinforces the fact that it is the complete package. It is
replete with experiences. This is indulgence at the highest level. The
advertisement portrays the height of pleasure and refinement. This is real
luxury. The experience is a lasting one, something which soothes the person
from inside. Right from the location to the facilities everything is just
perfect and in absolute sync with what a modern luxury hotel chain must be. At
the same time every little detail is taken into attention and the dedication
and passion with which service is rendered is awe inspiring. It can be inferred
that this place really frees the person from inside, a place he can relax and
in the end of it he is a transformed person who is completely refreshed. At the
same time it portrays the contemporary or modern style which is highly
efficient in design and is “green in nature” while not compromising on the
spaciousness and the comfort level. This is the place where “Style meets
Substance” and without a grand welcome “Luxury becomes hollow”. Hence we can
infer that the ad campaign is very much in harmony with what the company has
set out to achieve and it is very much consistent with its branding.
Target Audience : Youngsters, College-going population
Objectives:
Establishing
a brand image which is vibrant, young, trendy, hip and keeps friends connected
Penetrate
the rapidly increasing target segment of college going youth
Ad Analysis:
This advertisement campaign of Airtel “Har Ek
Friend Zaroori Hota Hai” really catch the today’s youth sentiments and
positioning amongst the brand airtel in the most vibrant and happening target
segment. This advert by Airtel “Har Ek Friend Zaroori Hota Hai” is the
best example how to deliver needs of communication, react on them and engage to
Gen next. Gen next is more caring about their likes and ever ready to share and
help, this is the fact of changing India. And how fast today's marketer
reacts to these change agents will decide the brand success.
This
advertise “Har Ek Friend Zaroori Hota Hai” stand out strongly and connect
youths to brand airtel very instantly. Somehow airtel manage to gather
attention around their Brand after long time. The simplicity of “Har Ek Friend
Zaroori Hota Hai” lies in its small punches which were integrated smartly.
The brand positioning has already achieved their targets, airtel wanted
something extraordinary to connect them directly to tomorrow’s decision maker. It also utilizes music and images from
everyday student life with friends making it appealing to college students.
This advertisement features the Gillette champions
-- Tiger Woods, Thierry Henry and Roger Federer. The commercial is called “Today” and all the three Champions explain how important it is in their professional and personal lives to ‘Be
Your Best Today’. The advertising campaign exploits the influencing power of brand ambassadors.
The Gillette ‘Champions’ are Roger Federer (No.1 Tennis Player), Thierry Henry
(No.1 Football Player) and Tiger Woods (No.1 Golfer). The advertisers try to use the concept of transference or association to
enhance the image of their product and brand. The attributes of quality, performance and excellence exuded by these personalities are projected onto the product and the brand. This builds brand image and a favourable attitude towards the new
product.
A sense of polish and “class” underscores the entire advertisement. It plays on
the viewers’ “feel-good” sensations. The advertisement comes across as smooth and urbane.
However, it does feel as if the advertisers are trying to hard by roping in
three brand ambassadors. Most advertisers feel that having celebrities or stars advertise their product influences the consumers more than an advertisement
that does not feature them. But, there is something called too much stress on the influence of brand ambassadors.There seems to be little relevance amongst the slogan, the advertisement and
the product. Gillette may be the best a man can get, but how does that help the
‘Champions’ in their respective sports? Form a logical standpoint, how does the
new razor blade assist the players? The audio of the advertisement bears little or no relevance to the advertising
message. The advertisement talks about focusing on the present, but says
nothing about the new blade. Nevertheless, overall, the advertisement comes across as suave. The brand image of Gillette is maintained and even enhanced by this advertisement. The advertisement succeeds in generating a desire and action to purchase in spite
of the drawbacks of the advertisement.
