Advetisement Analysis_ Komal Motwani _IM19 C_207

Ad 2 - TIDE Plus Dhobi Ghat

Objective : To aware people about instant cleaning provided by the detergent without any effort.

Description : The advertisement starts with a "dhobi" instructing others at "Dhobi Ghat" about how to wash clothes. He gives some visual instructions to them and after getting disappointed with improper cleaning, he uses a phrase saying that "Behtar safedi ke liye mehnat to lagegi".

The MOTO of this advertisement is to depict the cleaning and washing power of the detergent that to with minimum effort.

Analysis:  The aim of this advertisement is to clear the misconception among Dhobis that to have proper cleaning it is required that one should put extra effort in rubbing the clothes.

The ad shows that it is futile to put all these extra efforts and rather a good detergent is required to do the needful. All the ads of Tide Plus uses this tagline of "Chauk Gye" and then provides the consumers with a clear perception of what exactly the product does and how it is better.

This ad became a success among lower middle class people and increased the market share of TIDE by a significant percentage.

Ad Analysis by Vinayak Pandey (roll No-189,IM19-C)

                                          CEAT Tyres -"Kahan Rukna hai, pata hai"

Tagline:  “Kahan Rukna hai, Pata hai”

Target:  SUV owners

Description: The commercial shows a man trying to get his daughter married. The ad shows a traditional Indian custom where the groom-to-be’s family has come to the bride-to-be’s place to see the girl and to discuss about everything related to the marriage including dowry. The girl shown in the ad hasn't finished her secondary education, has squint eyes, and is of short height. The boy’s family is shown as greedy.  At first girl’s father doesn't realise he is making a mistake, but when the family starts negotiating dowry, he recalls how he was about to fall into a big crater on the road the same morning - but his CEAT Tyres saved him at the right time. He tells the family that he knows where to stop, and puts an end to the proposal.

 Analysis:  After last year's ‘The roads are full of idiots’ series, CEAT Tyres has taken a higher ground in its new campaign to communicate the strong grip of its tyres. The brand has woven in social messages. The films drive home the point that just like one would know when to stop from doing the wrong thing in life, Ceat Tyres know where to stop and avoid an accident. With this new proposition they have tried to bring in a social angle to their communication. Just like in life, you might go off road at times but you know where to put a leash onto yourself. Similarly, Ceat Tyres know when and where to stop to avoid any accidents that you may regret forever.

                                                            Maruti Eecos

Tagline: “Happiness family size!”

Target: Prospective car owners of medium segment

Description: The film is about two families travelling in their cars separately to meet each other: a would-be-bride’s family (from North India) and a would-be-groom’s (from South India). The conversation in both the cars revolves around how their cultures are different, expressing reservations about the prospect of marriage between children from the two families. On reaching the venue, the animosity fades when the families discover that both of them have commuted by the Maruti Eeco. The members greet each other warmly and soon both families start celebrating. A voice over then explains the features of the car such as its size, mileage and air conditioning. The film ends with the boy and girl driving away in the Eeco along with their families as a voice surmises, 'Happiness family size!'

Analysis: Maruti Suzuki’s latest campaign for Eeco aims to strengthen its position as the perfect family car for the entire Indian family. The uniqueness of the ad is in the way they have captured the nuances of two different cultures in a joyful and witty manner and eventually ended saying one India one choice. The ad has a light humour associated to it and at the same time strongly puts forward the characteristics of the product i.e. more space, more mileage and powerful AC. The ad strikes a chord with the masses and people will want to watch it again and again. The humour is such that it will lead to the desire for repeated viewing, and the emotional and rational connect (the features and value for money) will help generate stronger brand consideration. 

Ad Analysis_Abhimanyu_Sharma_199_IM 19

DeBeers Diamond

Ad analysis:

Through its bold advertising, diamond giant DeBeers did something extraordinary - it managed to convince generations of men and women that the only acceptable symbol of an engagement was a diamond ring.

The "A Diamond is Forever" campaign was launched in 1948 and was named by Advertising Age as the most effective campaign of the 20th Century. Prior to it, diamond rings weren't synonymous with marriage or engagement. But DeBeers changed that.

Diamonds aren't particularly rare, but they are the hardest substance on earth - a quality that lends itself to notions of eternity. In pointing that out, and infusing it with notions of romance, DeBeers literally changed Western culture.

                                                                 Volkswagen Beetle

Ad analysis:

The ad shows a young slim model walk into a posh restaurant alone. She orders a large spread. Surprised by the order, the waiter asks her if she’s waiting for someone to join her for her meal. 

She replies in the negative and goes on to eat the food with an enthusiasm that astonishes the people on nearby tables, including the restaurant staff.

The ad –curves are back is based on the proposition that Beetle was one of the most popular iconic cars sold in the 60s, post which it went into a deep slumber.
It was revived in the 90s and since then zooming its way back to its previously owned mantle! Naturally then for this car, one of the key elements was its design differentiation. There are hatchbacks today none of whom match the curves of the Beetle. Anthropology has one understand that curves trigger a deep rooted emotion of happiness in our minds because curves represent human form of face and signify completeness (circular forms). 
Also this advertisement on ‘curves are back’ is as topical as it can get. This was at a time when the world was seriously questioning the anorexic models and ‘size zero’ phenomenon. So true to what the brand did in the 60s (lemon/ think small/ petrol/ the beetle on zebra crossing or any of the other ads posted were all topical) they have continued the link of being topical. The Beetle is a very curvy car. It has never been a car that follows a set pattern. When everyone was looking to go big, the Beetle stayed small. It has always been more than just a car.

Ad Analysis_Siddharth_Jhanwar_160_IM 19

Advertisement - Gillette champions

Objective:  The following is an analysis of the first advertisement broadcast in Champion series.

Target Audience: Males above age of 16

Description - This advertisement features the Gillette champions -- Tiger Woods, Thierry Henryand 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 Indian campaign is varied to include Rahul Dravid to cater to Indian sensibilities.

Analysis - 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 favorable 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 too hard by roping in three (or four) 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.

 Advertisement - Orbit White Chewing Gum

Target Audience - People who want to whiten their teeth

Description: Orbit is one of the world's largest selling chewing gum brand. In India, the brand shares the market leadership with Center Fresh brand. Orbit was launched in India in2004. This was India's first Sugar free chewing gum and together with Perfetti's Happy dent, this brand has rejuvenated the chewing gum segment in India. Orbit can be termed as a functional chewing gum. The brand when launched differentiated itself from the existing chewing gums with its "sugar free" property. Globally the Orbit brand adopts the tagline "For a good clean feeling no matter what" in India, Orbit uses " for healthy teeth and prevents tooth decay " as its main message. Orbit White launched their most popular advertising campaign with the “Cow” series. The following is an analysis of the first advertisement in this series. The advertisement showcases a mad animal specialist, Dr. Bhatawdekar, who speaks in ‘Butler-English’. He expounds the special quality of Orbit White Chewing Gum that whitens the teeth of a cow that previously had yellow teeth. His conclusion is that if it works for the cow, it’ll work for you too. 

Analysis: This commercial tries its hand at humor in drawing attention and generating interest. It succeeds to quite an extent in this intention, but also fails at few places. The caricature of the doctor succeeds exceedingly well. Viewers immediately recall the product, the brand and the entire advertisement on any reference to Dr.Bhatawdekar. The product and brand are duly highlighted. They are not lost during the telecast of the advertisement. The commercial’s message is wound around the product, making the product and brand as much a part of the advertisement as the rest of the characters and the concept. The advertisement also successfully plays to the sense of humor of the viewers. Any reference to the product results in immediate association to the doctor and his cow volunteer. This gives viewers a light-hearted view of the product. Nonetheless, there have been instances where the sentiments of viewers have been hurt. In such cases, it seems that the concept that starts out as funny turns out to be gross miscalculation of the sense of humor of the viewers. The characterization of the doctor and the way he speaks in English can be construed as offensive by many viewers. Since the doctor is a deliberate attempt at making fun of bad grammar, viewers who are insecure of their oral abilities may find the advertisement offensive. Overall, the advertisement has no class. Viewers can be put off by the commercial on grounds that it displays no sophistication. The attempt at humor can be seen as tending towards slapstick comedy – and a very poor attempt at that. However, the advertisement does not fail completely. The product and brand are imprinted in the minds of the consumer. Any reference to the product brings remembrance of the humorous advertisement. And consumers purchase the product, even if only out of a sense of absurdity.

Ad Analysis by Shilpi Sinha - IM 19_152

Advertisement 1:  Axe - Extra Strong

Description

¨  In the chosen advertisement they show that pretty ladies from various unreachable places like forests, UFO's, Antarctica & different countries etc.  are attracted by a strong fragrance which is coming from a man's washroom. This strong fragrance pulls them to the man and on reaching that location they see that the man is using Axe-Extra Strong which has pulled them towards him.

¨  The advertisement focuses on ‘Extra Strong’ Fragrance which attracts women not only from our planet but even outer space.

¨  In the advertisement, for the Axe user, girls make the first move.

¨  The feeling of being seduced gives a big boost to the self confidence of a man.

Strategy & Perspective

¨  The biggest strength of this brand is the underlying message  that always for the Axe users, Girls Makes The First Move.

¨  The feeling of being seduced gives a big boost to the self confidence of a man.

¨  Although many brands take this proposition, Axe just made it perfect.

¨  In  the Axe ads, there are no Hunks, only very ordinary or even skinny kind of people getting assaulted by beautiful girls. That makes the brand more approachable.

¨  A young teenager is always looking to attract girls every day, the more the merrier; hence the proposition lends itself to him using the product every day.

¨  Daily application is an opportunity the brand is working towards. There will always be a teenager for whom it is important to attract the opposite sex and will therefore look for only fragrance. 

¨  The biggest competitive advantage of this brand is its complete monopoly over this brand proposition

'Extra Strong'

Target Segment:

¨  Targeted at urban male aged 16-25

¨  Targets all 'Young at heart" naughty guys

Justification:

¨  Youth today forms a source of knowledge in large families, and the use of novel products might trickle down to other age groups.

¨  Though youth are the advertising target audience, the sales are not restricted to youth. Compare Axe to a pair of Levis jeans — we have grown up wearing it and even when we are 30 or 40 years old.

¨  Now “Axe” is considered the naughtiest brand in the Indian market.

¨  Youth is related to ‘cool, fashionable, stylish and iconic’ which builds a good brand image.

Criticism

¨  In this commercial, women are viewed only as an object for a man to acquire; she exists only to please men and her sole purpose in life is to find a man.

¨  The basic use of a deodorant as a anti-perspirant and a freshener is completely ignored.

¨  Also the duration of effectiveness and the cost-factor is not taken into consideration.

Suggestions

  

¨  Instead of just showing how women are getting attracted to men because of the fragrance, a further extension to the advertisement could be made where in the man travels throughout the day in the crowd but still manages to maintain his freshness without perspiring and is still able to attract women because of the long duration of the fragrance.

Advertisement 2 – Cadbury Oreo

Description:

¨  The television commercial shows a father and his son connecting & bonding over the ‘Twist, Lick and Dunk’ ritual, which is an integral part of the Oreo biscuit brand.
¨  It shows how a little kid teaches his father the secret i.e. Oreo ritual and then grabs the cookie from his hand indicating how much the generation enjoys it.
¨  The brand is targeted towards families, with a specific consumption focus on the next generation.
 

Strategy and Perspective:

¨ The Oreo 'twist, lick and dunk', is the ritual that creates a simple, carefree moment and allows everyone to connect.

¨ It not only impacts the head, but also the heart and the emotions which forms the major strategy of the commercial.

¨ The Oreo advertisements focus on children as their cookie lovers. They show family atmosphere to showcase the spice of life. By demonstration of the Oreo ritual and the children involved with their families, they even bring humour to it.

'Twist, Lick and Dunk'

Target Segment:

¨  It targets the next generation as its cookie lovers.

¨  The families automatically are targeted by this strategy.

Justification:

¨  By targeting the new generation it automatically builds the interest of the entire family thereby increasing its popularity.

¨  The relation and bonding shown between a father and his son makes a emotional and sentimental impact on masses.

Suggestions:

¨  Availability of new Oreo based products in India will no doubt strengthen the brand, give publicity and provide co-branding and expansion opportunities.

¨  The advertisements are all based on the next generation. There is a big percentage in the age group 12-25 which is not being impacted by this.

¨  It is gaining popularity only in urban cities which needs to be worked on with time.