IBS 27dec 11 Creative Brief for Clas-exercise

8/2/2019 IBS 27dec 11 Creative Brief for Clas-exercise

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Pictures, role of visuals,visualizing the big idea, copy

writing styles, Radio copy writing


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Client Brief

Client:Asian PaintsProduct: Asian Paints Colour World is the

brand name for the one-stop colour shop of Asian Paints, which areunique paint shops where shades are generated with the help of acomputer with software to choose and select 1,511 shadecombinations, designed to reach consumers in a direct `dil se' style.

Advertising Objective: Position Asian Paints Colour World as theone stop paint shop with all the colours one could want. The

advertising should create enough interest in potential consumers toensure that they come to the Asian Paints Colour World outlet or atleast call the Asian Paints helpline.

Target Audience: Demographics Region: India, urban population

Occupation: Service/working professional/self-employedGender: MaleReligion: InsignificantSocial class: Upper Middle and upwardsSEC: B and upwardsFamily life cycle: Middle aged


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Client Brief

Behavioural Occasions: When looking to paint the interiors of his house (usually

there is an upsurge with new construction and during festiveseasons like Diwali and Holi)User status: First time user

Loyalty status: Not definedReadiness Stage: Relatively informedAttitude toward product: Low-involvementAttitude toward brand: Trusting, has high-recall value

Key Consumer Benefits Proposition

The outlet allows the consumer to get just the right shade Support Asian Paints has the largest range of colours in the market (e.g.

Over 127 shades of green, 206 shades of blue, 118 shades ofyellow and many others) and the outlet allows the consumer tochoose any among a vast range of colours with the help of a

computer.


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Client Brief

Tone and Manner The tone of the advertising should be educative yet appealing. It

should touch a chord in the readers heart so that he identifies withthe communication and sees it as speaking directly to him.

Other Considerations

Use the colours, logo and symbol of Asian Paints and Colour World,which are a pneumonic essential to all brand communication.

Keep in mind that the advertisement should be in line with theoverall communication strategy of the brand and primarily shouldsupport the proposition advertised in the current televisioncommercials mera wala cream, mera wala pink and kathakalli

dancer (TVCs will be sent for your perusal). During primary research we noticed that persons during the phase

of getting their house painted look for just the right shade and areprone to collecting samples to visually show their painter exactlywhat they had in mind and cannot always express verbally. If thisinsight is useful, you may incorporate it in your advertising.


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Sample Creative Brief- Holiday resort What are your objectives?

Increase awareness by 10%.

Generate Rs10 crore in additional revenue. Who is the target audience?

Travellers 2544 years of age, male andfemale, earning Rs.8lacs+ a year, and singleor married without children.

Have a lust for life and are frequent travellersin India and overseas.

Adventurous in their destinations andactivities.

Attracted to ecotourism destinations. What does your target audience currently think about

your business or type of business?

Expecting adventure

Rustic accommodations

Access to a wide variety of wildlife.


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Sample Creative Brief-Holiday Resort

What do you want your target audience to think aboutyour business?

Hell-ava-day Resort is the perfect getawayfor adventurous people who want to get backin touch with nature.

Why should your target audience believe you?

Hell-ava-day Resort is located on the edgeof beautiful Big Lake and is surrounded bypristine old growth forest.

Holiday Resort offers a variety ofwilderness experiences, from naturalist-ledhikes to on your own exploring.

Why should your target audience be interested in whatyou have to say?

Hell-ava-day Resort offers outdoor adventurein a flexible package, meeting our guests

desire for relaxation, physical activity andeducation.


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Sample Creative Brief-Holiday resort

in a flexible package, meeting our guests desire forrelaxation, physical activity and education.

What do you want your target audience to do? Visit Hell-ava-day Resorts web site or call

the toll free number for more information.This will lead them to our online reservationform or let them speak directly to ourreservations department.

What is the personality of your brand or product?

Rustic, cozy and friendly.

IBS 27dec 11 Creative Brief for Clas-exercise

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