Conclusion

Short essay on the Impact of Advertisements

on us
If advertisements merely sold products, it would cause less critical concern than it does, but it
sells images, dreams and ideal ways of life. It sells, and then reinforces time and again, values those of consumerism and class consciousness; and it trades in stereotypes.
As discussed earlier, advertising creates and sustains an ideology of consumption and it is a
social force affecting Indian homes today. Therefore, its impact should be analyzed.
Advertising is a social institution and a necessary social evil. Advertising is a social institution
and its cost and benefit should be evaluated to determine the total impact of advertising on our
social welfare the issue is not whether advertising is perfect, but whether the benefits of
advertising outweigh the costs making social welfare greater than advertising.
Sethi (1997) said that advertising is one of the functions of mass communication. All
productivity relies on this medium of mass communication. Advertising diffuses information
about commodities, markets them and persuades the common man of their place in his life.
In fact advertising does more than this. It plays a role in social change. It celebrates change and
internalizes change for those who become better by using a certain product/service. In short,
advertising is the voice of technology; because of that it represents the intention to affect life.
Advertising, though originally used to market products, now, unfortunately, it seems to market
feelings, sensations and styles of life; an astounding 'revolution in manners and morals '. All this
has been possible through an efficient communication network which has revolutionized
changes.
The first impact that one gets from the advertisement is that the viewers have no choice of their
own in making preference for the consumer goods they want to use in daily life. The
advertisement imposes choices and preferences on the public mind through language,
conversation, jingles, etc.
This kind of aggression on the minds of the people, coming from different strata of the society,
can create disturbances on traditional way of life of some category of people. In the long run, it is
likely that social and cultural transformations of revolutionary nature are created in the society
through such programmes.
On the credit side, advertising has speeded the introduction of useful inventions. It has spread
markets, reduced the price of goods, accelerated turnover and kept people in employment.

The relentless propaganda on behalf of goods in general is considered by many a dangerous

mode of brain washing in that advertising 's central function appears to create desires that
previously did not exist, or rather anxieties which respond to the advertisements (by going out
and buying the advertised product or service) helps to assuage but only temporarily.
Advertising in India has created an incredible awareness among the people in the past decade
growing into big industry. It was grown along with the press and today it has found its way into
the other two media - Radio and Television.
Advertising which was originally an American concept, has found its place in a country like
India, so much so that the number of commercials have doubled in the media. Television is the
most sought after medium for advertising.
At the moment, the media in order to earn revenue through advertising are implicated in creating
a market for consumer goods.
Though it is largely an urban phenomenon, the same commercial advertisements on television
reach rural areas and can have disturbing effects on rural people, where wants are encouraged,
whose appetite for luxury goods and services is whetted. This can lead to a sense of frustration
among those who cannot afford them.
Chunnawala and Sethia have rightly pointed out that advertising in India has played a vital role
in the development process by creating a demand for consumer goods and raising the living
standards of millions. It is not irrelevant or luxury oriented as it has been made out to be.
A substantial amount of advertising expenses are utilized on advertisements of capital goods,
intermediaries, consumer durables and services, most of which promote investment, production
and employment.
Further, advertising has a definite role to play in rural development, and Indian advertising has
made some progress in this direction as well. Advertisements of fertilizers, pesticides, farming
equipment, cattle feed, etc. have reached rural market successfully.
this may help in your project.....

1.8 ROLE OF ADVERTISING IN SOCIETY :

Advertising is the integral part of every day's life. It is a
pervasive method of marketing in society. Though the methods by
which marketers advertise have changed over the decades, the
role and purpose of advertising has changed over the period of
time. Without advertising modern society cannot survive
.Advertising is useful to society in following ways.
Encourage Purchasing
Encouraging people to purchase goods and services is the
main role of advertising. Some industries rely on advertising more
than others: A cereal company, for instance, must advertise more
aggressively, due to the wide arrange of competing products, than
a power company that faces little to no competition. Advertisers
often influence members of society to purchase products based on
instilling a feeling of scarcity or lack. .
Reflect cultural trends
Advertising bridges the gap among people by communicating
varied culture through advertising message. It bring variation in the
social life
Promotes Economic growth
Advertising contributes to bring about all round development of
the economy by increasing demand and by encouraging economic
activities it fuels the desire to shop and, in turn, shopping stimulates
the economy.
Improves standard of living :
Advertising is an economic activity. It provides opportunities to
people to improve their income. It motivates people to consume
more material and thereby improves their standard of living.
10
Provides employment: Effective advertising generates demand
for goods and services. high demand calls for more production
which requires more of physical and human resources thus creating
employment opportunities.

1.9 SUMMERY
Advertising consists of all the activities involved in presenting to
an audience a non-personal, sponsor-identified, paid-for message
about a product or organization.
Advertising has become essential to promote sales, to
introduce new product, to create good public, for large scale of
production, for educating people etc.
Advertising is the integral part of every day's life. Without
advertising modern society cannot survive .Advertising is useful to
society as it encouraging people to purchase goods and services,
12
it bridges the gap among people by communicating varied culture
through advertising message, it contributes to bring about all round
development of the economy by increasing demand, it provides
opportunities to people to improve their income.

Essentials & Effectiveness

There are five basic steps to any good advertisement:
1.
2.
3.
4.
5.

Get Attention
Show People the Benefit
Prove it
Reinforce Benefit
Call for Action

Each step plays a specific role. As a marketer, you must always remember that you are the
uninvited guest. People are busy, and dont spend their time looking for advertisements (were
not talking about Yellow Pages and similar things where the person is already looking, but about
the cold call of advertising).
The first step is getting attention. This is the job of the headline. Experienced marketers often
refer to the headline as, the advertisement for your advertisement. A good headline will cause
your target audience to stop and examine the rest of the ad. In the past, the best headlines were
sensational, designed to be so outrageous that people couldnt help but seek to find out more.
Think about old western movies with the snake-oil salesman, claiming a miracle tonic that can
cure anything. These days people are looking for much more specific goods and services. Thus,
the headline must be specific as well as attention-grabbing.
Second, a good ad shows the reader who has graciously allowed you a few moments of their
precious time just how they will benefit from the product or service you are peddling. Note that
I say show them the benefit, not the features. That comes later. Again, these benefits need to be
geared specifically for your target audience.

Third, your ad must prove that these benefits must result from use of your product or service.
This would be the time to introduce some key features, and explain how they will allow the user
to realize the benefits you claimed possible. When it comes to this section, people like specifics.
For example, dont say Realize gains of up to 50%! don;t use round nice numbers. Go with
Realize gains of up to 49.3%!
Fourth, reinforce the benefits, and perhaps add some more. Give examples of what they could
do with all the money youre trying to save them, or all the time theyll save by buying your
widget or service.
Fifth, and finally, call for action. This is where your Call Now ###-###-#### statement goes.
Try to add a sense of urgency: This deal only lasts til noon Friday!
All good advertisements incorporate these 5 principles in some form or another, and any bad ad
is usually bad because it has neglected some part of this pattern.
Five Essential Elements of an Advertisement
by Luke Arthur, Demand Media

When running a business, advertising your products and services is one of the most effective
ways to bring in new customers and generate sales. In the process of creating an advertisement,
several elements should be included to improve results. By improving your advertising efforts,
your business could directly improve its bottom line.
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Features
One of the essential elements of an advertising campaign is the features of the product or service.
The features are what the product offers that the customer can benefit from. For example, if you
were selling carpet, a feature would be that the carpet fiber is nylon. This is a specific feature that
this piece of carpet offers that other carpets do not.

Benefits
Benefits are another essential component to include when creating an advertisement. While
benefits are closely related to features, they are not the same. For instance, a feature of carpet is
the fiber. A benefit tells the customer why that fiber is attractive and what it does. With a nylon

carpet, the seller could claim that it stands up to traffic better than other fibers, which keeps it
looking better over the long term.
Related Reading: What Are the Elements of an Advertising Plan & an Advertising Strategy?

Urgency
Effective advertising often includes some wording to create a sense of urgency. When urgency is
created, it often spurs customers into action. For example, saying that the product is available for
a "limited time" might entice a customer to make a purchase. Without urgency, the customer may
feel like he can wait until a more opportune time.

Layout
In a successful advertisement, layout of the information is sometimes just as important as the
information itself. You must make the advertisement look appealing to the customer. Simply
putting some words on a piece of paper do not create an advertisement. Combine visually
appealing elements such as color, word placement and font size. Including images and logos can
also help the overall appearance of the ad.

Offer
After presenting the features and benefits and creating a sense of urgency, it is important to make
an offer to the customer. The offer typically includes the price, financing terms or some other
information that the customer needs to make a purchase. You tell the customer where to go to
make a purchase, such as a website or a store. This is important as the customer needs to know
what to do next after seeing the ad.
Types of Advertising

Generally the METHODS of advertising would be:

1. Informative - provides info
2. Persuasive - encourages people to buy
3. Reminder - reminds about already existing, established brands/products
4. Reinforcement - reassures people about the brand/product
5. Pioneering - used to introduce a new brand/product
6. Competitive - to illustrate to people the advantages of the brand/product over
others in the market
7. Defensive - in retaliation to a competitor's advertising efforts, this would try to
reduce any damage caused.
When explaining the methods, it might be good for you to mention the AIDA model which simply stands for Awareness (in a brand/product), Intertes (making

consumers interested in it), Desire (making consumers desire the product) & Action
(making them go out & buy it).
Some FORMS this advertising could take would be:
TV, Radio & Newspaper commercials
Billboards
Taxi roof displays
Bus shelter poster advertising
Direct mail slots (such as those sent by the likes of credit card companies
Promotional coupons
Sponsorship of sporting tournamnets & concerts, etc. Sponsorship of TV shows
Competitions & prize giveaways
Endorsements/Testemonials - like when sports stars promote a certain brand
Internet advertising - like supersitials, click throughs, banner ads, etc
SMS Text Message advertising
Product Placement - strategically plaing certain brands in film, TV or computer
games, for example, Coca Cola on the desks by the American Idol judging panel.
Cause related advertising - like "adopting" a social cause, like what Ben & Jerry's
Ice-ceam do with anti-nuclear campaigning
Social advertising - much the same as Cause related, but actually marketing a social
issue, for exaple the British Football Association has an advertising campaign trying
to stamp out racism in football.

Perhaps you would find it easier to get advertising info if you searched under
"marketing", as advertising is a subset of marketing.

Five elements of ads

1. Attention the headline should act as a stimulus and cut through the
clutter. It must be appropriate, relating to the product or service, the tone of
the ad, and the needs or interests of the intended audience.
2. Interest keeps the prospects involved as the information becomes more
detailed.
3. Credibility makes believable claims.
4. Desire describes the benefits of the product or service.
5. Action motivates people to do something, such as call or visit a website
===

What is advertising?
The word advertising came from the Latin word' advertere' means "to
turn the mind toward"
What is advertising?
Advertising is a powerful comm
unication force and vital marketing
tool helping to sell good
s, services, images, and
ideas through channel of
information and persuasion. It is highl
y visible force in the society. Today
all of us receive many advertising message
s daily. Now it is essential to the
success of any type of business an
d industry. Furthermore, advertising
strategies are employed more and more
by non-business organisation such as

government, college and universit

ies, public service groups and
characteristics. It is one of the pa
rts of the marketing and communication
process. Advertising convince people
to buy products. All advertising
contains both information and persuasi
on. Today we can say advertising is a
communication, marketing, public-rel
ation, information and persuasion
process. Advertising reaches us
through a channel of communication
referred to as a medium. It is usually
aimed at a particular segment of the
population - the target audien
ce (Consumer and business).

===
COMMERCE Project
Define advertisement
Advertising or advertizing[1][2][3] is a form of marketing communication used to
encourage, persuade, or manipulate an audience (viewers, readers or listeners;
sometimes a specific group) to take or continue to take some action. Most
commonly, the desired result is to drive consumer behavior with respect to a
commercial offering, although political and ideological advertising is also common.
This type of work belongs to a category called affective labor.[citation needed]
In Latin, ad vertere means "to turn toward."[4] The purpose of advertising may also
be to reassure employees or shareholders that a company is viable or successful.
Advertising messages are usually paid for by sponsors and viewed via various
traditional media; including mass media such as newspaper, magazines, television
commercial, radio advertisement, outdoor advertising or direct mail; or new media

such as blogs, websites or text messages.

Commercial advertisers often seek to generate increased consumption of their
products or services through "branding," which involves associating a product name
or image with certain qualities in the minds of consumers. Non-commercial
advertisers who spend money to advertise items other than a consumer product or
service include political parties, interest groups, religious organizations and
governmental agencies. Nonprofit organizations may rely on free modes of
persuasion, such as a public service announcement (PSA).
Modern advertising was created with the innovative techniques introduced with
tobacco advertising in the 1920s, most significantly with the campaigns of Edward
Bernays, which is often considered the founder of modern, Madison Avenue
advertising.[5][6][7]
In 2010, spending on advertising was estimated at $142.5 billion in the United
States and $467 billion worldwide [8]
Internationally, the largest ("big four") advertising conglomerates are Interpublic,
Omnicom, Publicis, and WPP.[9]
TYPES OF ADVERTISING

The advertising objectives largely determine which of two basic types of advertising
to use; product or institutional.
Institutional advertising tries to develop goodwill for a company rather than to sell a
specific product. Its objective is to improve the advertiser's image, reputation, and
relations with the various groups the company deals with. This includes not only
end-users and distributors, but also suppliers, shareholders, employees, and the
general public. Institutional advertising focuses on the name and prestige of a
company. Institutional advertising is sometimes used by large companies with
several divisions to link the divisions in customers' minds. It is also used to link a
companys other products to the reputation of a market-leading product.
Product advertising tries to sell a product. It may be aimed at the end user or at
potential representatives and distributors. Product advertising may be further
classified as pioneering, competitive, and reminder advertising.
Pioneering advertising tries to develop primary demand, that is demand for a
product category rather than a specific brand. It's needed in the early stages of the
adoption process to inform potential customers about a new product. The first
company to introduce a new technology to its industry doesn't have to worry about
a competitive product since they alone have the technology. They have to sell the
industry on the advantages of the new technology itself. Pioneering advertising is
usually done in the early stage of the product life cycle by the company which
introduces an innovation.

Competitive advertising tries to develop selective demand; demand for a specific

manufacturers product rather than a product category. An innovating company is
usually forced into competitive advertising as the product life cycle moves along.
After pioneering technology is accepted and most manufacturers are supplying
competing products, the innovator is forced to sell the advantages of his specific
design over that of the competition. This is usually the situation in a mature market.
Reminder advertising tries to keep the product's name before the public. It is useful
when the product has achieved market domination. Here, the advertiser may use
"soft-sell" ads that just mention or show the name as a reminder. Reminder
advertising may be thought of as maintenance for a product with the leadership
position in the market.

Of course none of the above classifications are exclusive. Some companies combine
elements of the institutional ad with product advertising. The classifications are
merely aids in developing the objectives which the company sets for their ads.

features
Advertising has certain basic features. The important ones are:

i. Paid form:
Advertising is always a paid form of communication and hence commercial in
nature. Thus, advertising can clarify be distinguished from publicity which is not
paid for by the sponsor.
ii. Non-personal presentation:
Advertising is a non-personal presentation. Whatever the form of presentation,
advertising is always directed to a mass audience rather than to any individual. At
time:, e advertising message may give the impression of a personal appeal.
However, all the sensations are non-personal in nature.
iii. Sell or promote ideas, goods and services:
Advertising is aimed at promoting and selling not only tangible and physical goods,
but also ideas and services. Most often services like banking and insurance are sold
through advertising. For example, Posts and Telegraph Department advertises to
promote the use of PIN CODE for fast delivery of letters. The scope of advertising is
wide and designed to sell not only goods but services and ideas also.

iv. Identified sponsor:

Advertising always has an identified sponsor. In other words, advertising discloses or
identifies the source of the opinions and ideas it presents. On the other hand, the
sponsor for publicity or propaganda can remain anonymous.
v. Inform and persuade:
Advertising usually informs the potential consumer about products and services,
their benefits and utilities. It also persuades the consumers to purchase such
products and services.
In short, advertising is the art of influencing human action and awakening of a
desire to possess products and services. It is a mass persuasion activity duly
sponsored by the manufacturer, retailer, or dealer for whom the advertising is done.
the 5 ads
Dairy MIlk Silk
Cadbury India has launched a TV campaign for the new edition of the Cadbury Dairy
Milk Silk. The ad film created by Ogilvy & Mather went on air on 28 February.
The ad features three young people who are shown savouring the new 'silkier'
chocolate. They're shown indulging in the chocolate, licking it and scooping it with
their fingers, underlining the softer, smoother and silkier promise. The voice over
says, Have you felt the new Silk? Some say its softer. Some say its smoother. You
could say its silkier.
On the campaign, Chandramouli Venkatesan, director, India Snacking and Asia
Pacific, and developing markets - chocolate lead, Cadbury India, said, Silk has been
a great success story for us ever since its launch. The renovation of Silk is in line
with our efforts towards providing an even more superior chocolate eating
experience in India. The new Silk TVC showcases characters being completely
immersed in the experience of consuming the new Cadbury Dairy Milk Silk. The new
product has been improved to deliver greater softness and creaminess, while
retaining the signature Silk taste, to make it the best chocolate in India.
This re-launch is supported with heavy marketing investments including outdoor,
digital, on-ground engagement and differentiated POP execution, he added.
Manoj Shetty, creative director, Ogilvy India, said, The new Cadbury Dairy Milk Silk
TVC campaign is created to cater to the fast evolving consumer tastes and trends
and their compulsive need to indulge and pamper themselves. The characters in the
TVC aptly depict that the new Cadbury Silk is softer, silkier and smoother.

Credits
Client: Cadbury India
Creative agency: Ogilvy & Mather
Creative team: Manoj Shetty
Dell INspiron "I Can Do Kuch Bhi"
ells Inspiron can do Kuchh Bhi
By A Correspondent
At Dell, the sole purpose is to create great user experiences, where customers
passion inspires the technology, which gives them the Power to do More. This was
the thought that forms the basis or foundation of the Achievement Campaign. The
integrated marketing campaign focuses on real customer experiences, highlighting
how Dell enables customers to achieve their personal and professional passion.
The 360-degree brand and marketing campaign features themes of Personal
Achievement and Business Achievement to connect with consumers & enterprise
customers respectively. The campaign is an extension of our strategy to strengthen
brand leadership in both the consumer and enterprise space.
The Dell TVC has been conceptualised and developed by the Dell India team and
Grey Worldwide, directed by Koushik Sarkar and Carlos Catalan (DOP). Amitabh
Bhattacharyas lyrics and Mikey McClearys music power the TVC. The TVC talks
about how the youth of today have dreams bigger than a canvas can hold; they
know no boundaries; have no fears and dream big. The TVC captures this spirit of
conquering the world and making the world their stage.
Ritu Gupta, Director, Marketing, Dell India said, Inspiring customers by providing
them with technology that gives them the power to do more has always been one
of Dells biggest goals. Building an emotional connection between our customers
and technology is integral to Dells branding strategy. Its our customers passions
that inspire our technology and their stories of success through our technology are
our own achievement stories. Our new Personal Achievement campaign
emphasizes our belief that technology can help anyone realize their dreams and the
new TV commercial is a reflection of this belief.
With the theme I can do kuchh bhi, the campaign sets out to celebrate triumphant
journeys of the creative, motivated, free spirited youth, who are confident of
achieving anything with the guiding hand of technology. From youngsters
transforming a neighbourhood using their paint brush, to a girl honing her boxing
skills, to a rock band nervously preparing for their first gig, the commercial depicts

how people from varied backgrounds and interests are using the Dell Inspiron
Notebooks as their partner in pursuit of their passion.
Hari Krishnan, Vice President South, Grey said, This new campaign is based on
stories of Personal Achievement. However, Achievement in this context is not a
measurable benchmark in that sense but a passionate pursuit of a personal goal.
The youth are driven by various passions from social activism to music other
mainstream or offbeat pursuits. Dell Inspiron is an enabler in all these stories of
achievement, partnering them in their pursuit.
The commercial will be released on April 26th on all leading entertainment
channels. The TVC will also debuted on Dell India Facebook and Twitter pages on
April 25. It has been supported by a Twitter contest @Dell_IN. While the
AchievewithDell micro-site is for users to share stories on how they have used
technology to achieve their dreams, the Twitter contest will invite users to share
tweets which tell the story of their inspirations (be it people or things) who embody
the spirit of #icanDOkuchbhi and their achievements. The winner will receive a Dell
Inspiron laptop.
The campaign is also supported by print. The print campaign was launched last
month and it showcases stories of achievement by profiling youth and their
passions. For the Print ads and on the digital front, stories of Priyas passion for
Yoga and Adityas Bike restoration journey were featured. Web videos were
created and seeded on the platform of Personal Achievement showcasing multiple
stories of achievement on a special interactive microsite that was created to enable
followers to share their stories of passion. In addition to this, through contextual
targeting the brand is reaching out to forums, bloggers and influencer groups
amongst youth across social media.
Ram Jayaraman, Group Creative Director, Grey said, Today, passion is power. The
youth believe theyre invincible, but theres a charming innocence in the way they
wear this belief. Hopefully our film with its lovely track speaks not only of them,
but for them too.
Credits:
Agency: Grey
Vice President & Business Head: Hari Krishnan
Creative: Ram Jayraman, Sham Ramachandran, George Sebastian
Account Management: Amarendra Singh; Kevin Thomas
Account Planning: Dheeraj Sinha; Neha Bansal
Production House: Apostrophe Films
Director: Kaushik Sarkar
Producer: Hamesh
Music: Mikey McCleary

The latest TVC by Kotak Mahindra Bank

is aimed at promoting its new product for kids - Kotak Junior, and inculcating the
habit of saving money early on.
Kids today are deemed quicker, smarter and more money-savvy than earlier
generations. Kotak Mahindra Bank has used this insight for its latest communication
that aims to promote its new offering, 'Kotak Junior' kids' account.
The new Kotak Mahindra Bank TVC
Launched in June, the kids account (0-18 years) is an endeavour to teach children to
start saving money early in life. Created by Ramki's Cartwheel Creative, the film is
an endearing visual montage of different situations in which a little girl collects
coins, in an effort to gather just about enough to open her first bank account.
Though the protagonist is quite clearly the little girl, kids are the target consumers
and the product is aimed at mothers - the actual customers of the account. Kotak
believes that children-specific accounts do well if they are associated with mothers,
as opposed to fathers.
The above mentioned insight was revealed by its SILK programme, a savings
account launched especially for women in 2012. Contrary to the prevailing
argument that fathers, traditional Indian bread winners, save for their kids in the
form of deposits (thus negating the need for a special kids' account), the brand
believes today's kids understand money, are conscious about saving, learn to
emulate their elders fast and will benefit by cultivating the savings habit early on. It
also believes that while parents plan for kids, they are extremely focused and
cautious about it.
The current television commercial is a flight from the brand's earlier communication
strategy that centred on product benefits such as discounts and interest rates.
Recall the 'Subbu Sab Jaanta Hai' ad featuring Vinay Pathak; the actor served as a
'Know it all' mascot for the brand, through whom product benefits were conveyed in
a humorous manner. The communications earlier focused at spreading awareness
on its 6 per cent interest offering.
Karthi Marshan
Karthi Marshan, EVP and head, group marketing, Kotak Mahindra Bank, tells afaqs!
that the current objective is to make parents aware of the importance of
encouraging kids to save. "The account will act as an 'instrument of saving' for kids.
Not doing so can cause trouble for them in future. Also, most children enjoy saving
money at a very young age. This product can help provide some financial literacy
among them," he says.
The new product offers 6 per cent interest rate, a debit card to the account holder
(provided the kid is above the age of 10 years and has a written permission from a

parent for the card) and a 'Junior Card' through which he/she can avail discounts at
several online and offline retail chains such as Disney, Dominos, Hobby Ideas,
United Colors of Benetton, Baskin & Robbins, Gini & Jony, PVR, Caf Coffee Day,
Landmark, Sweet World, Firefox, First Cry and others.
The bank also offers a 10 year recurring deposit account at 8 per cent interest rate
for kids, which can be opened under the guardianship of a family member and
linked to the child's account. Marshan adds that the recurring deposit account can
put families into a strict discipline of saving for kids.
The brand team claims it has received a good response for this product since its
launch, especially from West India followed by South, North and East. The plan, we
learn, is to open 4,000-5,000 accounts every month.
Besides spreading awareness on the issue, another big challenge for Marshan's
team is to increase the recall value of the bank (in the face of better known
competing brands like HDFC, Axis Bank and ICICI) such that when people think of a
plan for kids, Kotak Mahindra is the brand that comes to mind. "We are targeting
value banking instead of volume banking," he says.
On TV, the brand is visible as an associate sponsor during Indian Idol Junior (Sony),
a popular singing competition for children. Besides TV (where the film is being aired
across GECs, regional GECs, English movie/entertainment channels and news
channels), the campaign is being promoted across digital and radio platforms. On
ground efforts in the form of school activation programmes are also underway.
Kotak Mahindra is a young bank established in 1985 and was the first non-banking
financial company to be turned into a bank. It offers complete retail financial
solutions for varied customer requirements.
Marshan adds that the overall challenge for Kotak is to ensure that it comes at the
same level of recall with its other counterparts. The aim is to reach 500 bank
branches by March, 2014.
During FY 2012-13, the bank grew by 44 per cent.
Dirt is Good
27-08-12: 'Agar daag lagne se kuch accha hota hai to daag achhe hain, Surf Excel
daag achhe hain'
Detergent is a category where dirt and stains have always been portrayed as bad.
The category has always harped on functional benefits, however,Surf Excel has
been taking a different route by seeking to occupy the emotional space amongst
consumers by playing on the paradox of dirt being good by showing children doing

good deeds and getting dirty in the process for the last eight years.
The Dirt is Good Campaign
The Dirt is Good campaign began with the famous puddle war commercial, where
a brother is shown taking revenge on a mud pool for spoiling his little sisters
clothes. The Dirt is Good communication continued with a series are stories of
children getting dirty while doing something good and hence dirt is good and
moms can leave it to Surf Excel to deal with the dirt.
This commercial helped the brand build high salience amongst the target audience
and was followed up by equally interesting executions over the years. The
consistency and distinctiveness of the campaign has led to building differentiation
for Surf Excel that has resulted in strong growth for the brand.
Promoting Values
Surfslatest campaign is a continuation of the same philosophy and brings the value
of righteousness - the need to have the courage to stand up for what is right. The
latest commercial shows a young kid standing up to the bullying kids by a mix of
courage and quick thinking that ends up saving the day.
Connecting with the target audience
Surf Excel is loved by consumers in India and has a distinctive positioning in the
minds of consumers driven by the Dirt is Good advertising. The brands emotional
position has helped Surf Excel to differentiate itself from the other brands. It has
also helped us build a deep emotional connect with our target audience i.e.
mothers. Results fromsurveys have shown that mothers instantly connect with the
various executions of the theme the brand has presented over the years.
Two men in black walk through a hi-tech corridor in a futuristic lab.
They enter the lab and are greeted by a scientist eager to show off his invention.
The 'invention' is a perfect clone of cricket mega star Sachin Tendulkar.
"Finally, the Sachin duplicate," says one man to the other.
There is hungama in the cricket
arena when people come to know about the duplicate Sachin.
All gather to find out the result of
this 'titanic' face-off. The clone smirks at his original.
The clash begins and the real Sachin finds it tough to face the balls bowled by his
clone.

The duplicate exhibits lightning speed on the field and stops any runs from being
scored.
His mentors, the two men in black, look at their creation with deep satisfaction as
the clone...
...glares at his original. The real
Sachin has to duck to miss the deadly bouncers bowled at him.
But then, Sachin is not a legendary
player for nothing. He calls forth the
deep reserves of...
...energy and concentration as he hits the ball over the boundary again and again
without fail.
The duplicate just can't cope with this burst of energy and is exhausted.
"You can't beat me without my secret," says Sachin to the imposter.
"What secret?" yells one of the men to the other in desperation as the crowd
jubilates the real Sachin's victory.
Sachin recharges himself with a cup of Boost. "Boost is the secret of my energy,
shhhh," he reveals.
====

Utterly Butterly delicious has now become not only a famous tagline but also a
symbol that stands for quality for a brand we all love, a brand called AMUL. The
story of Amul emerging has one of Indias most popular brands is an illustrious as
well as a long one. The success story of brand Amul is a combination of producing a
quality product along with great advertisement and marketing strategies which is
what makes analyzing this brand so fascinating.

The Amul girl was created as a response to Amul's rival brand Polson's butter-girl.
The idea was conceived in 1967 once ASP (Advertising, Sales and Promotion)
clinched the brand portfolio from the previous agency FCB Ulka. It was executed by
Sylvester Da Cunha, the owner of the agency and his art director Eustace Fernandez
on hoardings, painted bus panels and posters in Mumbai. The mascot, since then,
has been mobilized to comment on many events of national and political
importance like Emergency in India in 1976.[

In 1966, Amul decided to give their account to the Advertising agency called
Advertising and Sales Promotion (ASP) to work on their ad campaign. Sylvester da
Cunha, then the managing director of the agency and Eustace Fernandez, art
director decided to create something that would grab the attention of every
housewife in the country.[4] Dr Verghese Kurien, then chairman of the Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF) suggested a mischievous little
girl as a mascot with two requirements. It had to be easy to draw and memorable as
most of the advertising would be outdoor media which required hand painting in
those days and the hoardings had to be changed frequently. [5

Daawat Basmati
tagline, Pyaar ki special bhasha- Daawat. Vivek Chandra, CEO

Firstpost Brands Daawat Basmati celebrates Indias unique interpretation of love by FP Staff
Nov 28, 2013 #Amitabh Bachchan #Brands #Daawat Basmati Rice #Latest Ads #Lowe Lintas
#LT Foods #R. Balki #Shoojit Sircar #Vivek Chandra inShare 0 CommentsEmailPrint LT Foods
has released a new campaign for its flagship brand, Daawat Basmati Rice. Conceptualised by
Lowe Lintas, the ad spot stars Bollywood actor Amitabh Bachchan
Read more at: http://www.firstpost.com/brands/daawat-basmati-celebrates-indias-uniqueinterpretation-of-love-1257809.html?utm_source=ref_article