Brand Journal DEEP

8/3/2019 Brand Journal DEEP

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Brand Journal


2/16

MICROMAX AD BY AKSHAY KUMAR:

Familiarity:

Akshay Kumar is a very famous celebrity in Indian villages as well as urban areas,so he is very familiar to the target audience i.e. the youth.

Likeability:

Many of the youth in India resemble themselves with Akshay; hence there are great

chances that if he endorses this brand.

Channel factors:

i) Print media:it is creating a lot of noise by using news papers, in theseadvertisements it also focuses on innovation of their product

ii) Support Media:Micromax uses also support media to reach their target

customers
http://3.bp.blogspot.com/_1pKvii0Z9Cs/S5-emOg9KNI/AAAAAAAACT8/aowDNlbMuPg/s1600-h/akshay+micromax.jpg


3/16

Surf Excels Advertisement

Surf Excel made a big splash with their Daag Achhe Hain advertising

campaign.

The following is an analysis of the first such commercial:

This advertisement is universally well-loved. This is so because it does a lot of

things right. It makes use of childrens appeal to get the advertising message across.

The advertisement does what seldom others do cater to the emotions and

sentiments of the viewers and succeeds with it. Not only do the children lower

your guard to the advertisement, but the story, too, warms the heart of the viewers.

The advertisement generates a sense ofbonding. Viewers without siblings, too, can

relate to the advertisement and the actions of the little boy. The advertisement also

excludes certain warmth that reflects itself in the viewers.

Although there is no obvious targeting, it is done so through indirect means. Most

mothers are concerned when their children come home in dirty and messy clothes.

Although the advertisement does not centre on the product or brand, both are

This advertisement also does what the majority do not. It focuses on the people

rather than the product. The sentiments, actions and emotions of the people are

highlighted and showcased throughout the advertisement in one form or another.

Although Surf Excel is a premium brand, this advertisement caters to all the

income grades and all classes of people, across age groups. The brand and product

are positioned as accessible to all people, whoever and however they may be. Thebrand image created through this advertisement is phenomenal.

The advertisement leaves people with a warm feeling. This feeling also transfers to

the product and brand. Thus, this advertisement can definitely be called and

advertising success.


4/16

Hero Motor Corporation Advertisement

Recently they have endorsed A.R.Rahman for new theme song to create familiarity

and likability among young Indian audience for the BRAND HERO as now they

are operating as a single company & not as a joint venture of two.

They are doing repositioning of the brand HERO as till now the customer was

very closely attached with the brand Hero Honda, but now the company have to

make the customer associated with the brand HERO.

After watching this ad the audience gets a sense ofinspiration & feels very closely

attached with the brand. This makes this ad really interesting & makes

repositioning of HERO a huge success.


5/16

Airtel's 'Harek friend zaroori hota hai'

In short, it is a brilliant piece of work which is definitely going to catch on.

The country's largest mobile operator has done numerous campaigns in the past 34

years including its around Rs 300-crore rebranding, complete with new logo and

signature tune to create brand awareness among mobile users.

Tune became popular through other sources like facebook, you tube etc which

made this ad very popular in a short span of time which added awareness and a

sense ofexcitement, positive feelings, likability, happiness and bonding in the

mind of consumers.

Most Trusted Brands 2011: Nokia slips from top spot; will it

outsmart BlackBerry, Samsung and iPhone.


6/16

After being the most trusted brand for 3 years in a row, the company falls to the

number 5 position and its dream of running at the top of the charts has come to an

end.

The market share of Nokia has fallen from 64% in 2008-09 to 52.2% in 2009-10.

The reason behind the fall is the technology that Nokia is offering. It is launching

the same symbian based handsets that work too slow as compared to the android

phones and the software of the phones is also very slow so it takes a lot of time

while switching over from one application to the other.

Also people are interested in some sleek cell phones and stylish cell phones which

Nokia is unable to produce. This is market share is falling from the past year.

Therefore if Apple wants to remain the market leader in the premium phone market

then it has to keep bringing something new to the market otherwise competitors

like Samsung , Blackberry are not much behind in range of smart phones.

Cadburys Dairy Milk


7/16

Cadbury Dairy Milk has launched its new ad campaign under the broad umbrella of

'Kuch Meetha Ho Jaye'. The umbrella, initiated six years ago, has rolled out several

sub-campaigns over the years - each with a separate message.

Specifically, there is a shift from the notion of celebrating happy occasions withchocolate to the concept of anticipating the occurrence of something good after

consuming the chocolate.

The media mix for this campaign includes television, radio, digital, outdoor and

print. The campaign also includes significant point of purchase (POP) activities.

The creative duties for the campaign lie with Ogilvy India.

PC Jewelers


8/16

PC Jeweler offers the most unique money back program called 30-Day 100%

Money back.

Three benefits of 30-Day 100% Money Back guarantee are many:

1. You have an entire month to think over whether you would like to go ahead with

your purchase or not.

2. You have the time to discuss with your family and friends in the comfort of your

own home if you are satisfied with your purchase.

3. Finally, in the event of any doubt, this also gives you a fair chance to get the

jewelry inspected for its quality and price by others.

100% Lifetime Buy Back guarantee: is one of the most prominent trade practices

in the jewelry industry. This practice stands for an unwritten promise made by the

Jeweler ascertaining that if at any time you want to return your gold jewelry, the

Jeweler will buy it back from you at the rate of gold on the day of transaction. The

benefit of this policy is that your gold jewelry can be considered as a form of

investment and on any given day it is worth its price in weight.

These are their USP so that they keep themselves upfront in this cut throat

environment.


9/16

MONSTER JOBS

Monster is the largest job search engine in the world, their services are free to job

seeking users and include posting up to ten versions of a resume. Once signed on,

job searches can be saved, allowing ongoing results to be emailed to the user.

Their ads are catching eyes of most of young people who are looking for right job

which suits to their profile.

As being the largest company they have creative ads to increase awareness among

job seekers.


10/16

MICROMAX BLING Q55

We finally got hold a Micromax Bling Q55 which is a stylish QWERTY Dual SIM

phone aimed at gals who love the color pink than themselves. You might have seen

Twinkle Khanna in the TV Promos with this Blingy Phone.

The basic idea is to capitalize the opportunity by utilizing their USP to the

maximum their target audience i.e. gals.

Creative and interesting ads designed to catch up theirsales as well as promoting

features with best ofprice range.

Tata Sky


11/16

Tata Skys latest commercial shows two friends who are hesitant to ask questions

in the beginning, only to strike it rich, later when they do ask made the rival

company to fire back a reply at Tata. The rival company is Dish TV.

The latest commercial launched by Dish TV had a line Itne me, itna kuch, kahi bhipucho was a direct reply to that of tata skys ad. This ad commercial launched

by dish tv shows queries being answered even before they are asked which is just

opposite to that of tata skys ad.

The Brand Element included meaningfulness, likability evoking positive feelings,

can be adopted with change, demand and competition so it has adaptability.


12/16

Tata Group Advertisement

Tata group is always known for its values, beliefs & trust of the people that it hasearned over the years. Its values have always been the USP of Tata which separates

it from other organizations.

At present the Tata group is explicitly showing their values, work culture, motto

etc. through various ads that shows how delighted Tata employees & their

customers are after being associated with the company for so long. Their tagline

goes like Values stronger than steel which further strengthen their position in

the heart & minds of the people & attract new customers who are still unaware of

these facts.

Tanishq


13/16

A luxury product could never be better advertised than this. Every diamond or gold

article is endorsed by a beauty queen, showing that the diamond is precious and one

feels beautiful like the endorsers. The Tanishq advertisement shows a normal

working female who is in a car with her parents heading towards home or a

function.

The product reveals a sense ofPride, attraction, belief.

The parents want to fix up her wedding with some guy but the girl refuses to meet

him and seems disinterested in marriage. Her mother commands her to stop the car

at a tanishq showroom to which the father agitatedly makes fowl expressions.Inside the showroom, the girl is envisaged by the aura of the ornaments.. the

salesgirl puts the bridal ornaments on her and asks when the marriage is, to which

the mother replies in negative and they move out of the showroom. Back in the car

the girl mesmerized by the beauty and charm of Tanishq designs, asks her parents

when she could meet the guy and that she is ready for marriage. The mother sends a

message to her husband saying, 25 saal ho gaye lekin tum aurato ko ab tak nai

samjhe.

The Brand Element included meaningfulness, likability evoking positive feelings,

can be adopted with change, demand and competition so it has adaptability.

PEPSI


14/16

PepsiCo entered India in 1989 and in a short period of 20 years has grown into the

largest and one of the fastest growing food & beverage business in the country.PepsiCo Indias growth has been guided by PepsiCos global vision of

Performance with Purpose. An excellent presentation for their product: Pepsi

mini cans. Here the advertisement creator has done his job beautifully, giving a

'real' meaning. This advertisement gives meaning to what is offered. Pepsi mini

cans will soon be introduced in Indian market. A beautifully giving meaning to

what is offered by the company.


15/16

Reliance 3G tab:

Reliance has come up with its 3G Tab in competition with Samsung and Dell tabs

that have been ruling the tab market since its inception. The ad shows two people

speaking the same dialogues but in two different tones and expressions. One is

utterly unhappy with the kind of services provided and cribs about the tab being a

waste of money, as it was very expensive and gave ponderous bills while the other

man seems to be enjoying the tab features and is pleased with the price and

size(bill) of the product.

A very interesting depiction of reliances trend of being affordable and fast.

Reliance has always potrayed itself cheaper and better than the other brands , in

competition. Right words, right expression and right commotion hit the bulls eye,

of convincing the consumers to go for the product. Although not endorsed by acelebrity, the message comes strong and clear. That is what attracted my attention

towards the product.


16/16

BUGATTIS 200TH CAR

Bugatti anncounced that on Friday the 7th of March Bugatti Automobiles delivered

the 200th Bugatti Veyron of the limited production run of 300 cars.

This car happened to be one of the treasured Bugatti Veyron FBG par Herms in

the colour combination Rouge Garance and Blue Indigo.

The car was delivered to a Middle east customer.

This article caught attention because of its exceptional customization by Bugatti

which very few brands does for its customers.

Bugattis Veyrons fully customized cars have caught the attention of the people

who are interested in sports car and are willing to buy such expensive cars.

The Brand Element included meaningfulness , likability evoking positive feelings,

Pride can be adopted with change ,demand and competition so it has adaptability.

Brand Journal DEEP

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