Introduction to Advertising
Analysis
of
brands
Everyuth face wash, Cinthol, SBI, Metlife life insurance, Kitkat, Mentos, Wagh bakri, Kellogs Chocos, Carefree sanitary napkins.
Divya Naik
Roll no: 9232
S.Y.BMM
Everyuth face wash
EverYuth has a range of skin specialties fortified with the power of active natural ingredients that are known for their efficacy and skin nourishing properties. EverYuth is the answer to the modern woman's personal and specialized skin care needs. The range consists of unique formulations that help you to effectively combat the harmful effects of environmental hazards, stressful lifestyles and restore the natural health and radiance of your skin, to keep you forever young.
Product category: Cosmetics
Advertising agency: Triton Communications Pvt. Ltd.
Slogan: “YOUR SKIN SPECIALIST”
Tagline: “Now let your skin breathe EVERYDAY!”
Print ad: The print ad basically reflects the fresh and youthful characteristics that the product promises. A girl is shown to be posing; surrounded by pieces of papaya, presumed to give out the freshness of nature and to show that the product is made of natural ingredients. The girl is undoubtedly very fair and with beautiful features. The ad is meant to show the benefits of using the product and hence is reflecting upon its USP- freshness and fairness.
TVC: The TVC shows two couples running around and having fun on a beach. They then go and start to ride a scooter. A close up shot is taken to show the dust rising and blurring the model’s face. And then EverYuth comes in the picture. The voiceover says, ‘EverYuth Facewash, Refreshes, revitalizes, anytime, anywhere.’ In the end, the product is shown with the tagline ‘Get Fresh!’
Cinthol is specially formulated for 24 hour confidence, to enable an active lifestyle. Cinthol provides deep cleansing along with active freshness and vitality. This makes for an invigorating bath that kick starts and gets you ready for the day. The soap has an excellent long-lasting lime fragrance that keeps you feeling fresh throughout the day.
Product category: Toiletries/Personal care
Parent company: Godrej
Advertising agency: Orchard Advertising
Slogan: “24 hour confidence”
Tagline: “Namaste World”
Print ad: The print ad shows a bare chested man looking down confidently. The setting is also very bare and rough- a simple cement wall we may assume it to be. The man; the model is very muscular and strong- a symbol of a man’s chauvinistic qualities which reflect his confidence in our cultural context. Hence, to give out the message of the slogan, ie; 24 hour confidence, a very strong looking model has been taken to pose in the print ad.
TVC: Again, in the TVC a very muscular Hritik Roshan has been used to act. He is again shown to be bare chested to reflect upon his masculinity. Hritik Roshan is shown to be doing stunts such as jumping, running, riding a horse, swimming, flying/jumping over buildings, etc. Towards the end he says, ‘Don’t stop’ and then the USP of the product, the ability to be fresh throughout the day, is highlighted through the slogan, 24 hour confidence. Hence, the USP of the product is highlighted in both the print ad and the TVC.
STATE BANK OF INDIA (SBI)
SBI is actively involved since 1973 in non-profit activity called Community Services Banking. All its branches and administrative offices throughout the country sponsor and participate in large number of welfare activities and social causes. Its business is more than banking because they touch the lives of people anywhere in many ways. Its commitment to nation-building is complete & comprehensive.
Product category: Banking/Financial services/Insurance
Advertising Agency: Interpub
Slogan: “With you all the way.”
Tagline: “Pure banking, nothing else”
Print ad: The print ad shows a white collar, working middle aged man having pani puri against the setting of Chowpatty, presumably. He is smiling warmly at the pani puri vendor who too, is smiling back at him. A blue strip against both their images says, ‘SBI Customer’. This is done to convey that the customers of SBI range from a white collared, well off man to a blue collared man, earning a marginal amount of money. It is to show that the gap between the rich and poor can be bridged.
TVC: It is the Life Insurance plan TVC. The TVC shows a middle aged couple driing down the Marine Drive promenade, the Kishore Kumar song, ‘Hum jab honge saath saal ke aur tum hogi pachpan ki’ starts to play in the background. The husband tells the wife that he will still continue to love her even after his hair turns white. The wife is amused. They both share their moment of laughter. Here, the assurance of living upto old age is being given, the message is clearly sent across.
METLIFE LIFE INSURANCRE
MetLife India Insurance Company Limited (MetLife) is an affiliate of MetLife, Inc. and was incorporated as a joint venture between MetLife International Holdings, Inc., The Jammu and Kashmir Bank, M. Pallonji and Co. Private Limited and other private investors. MetLife is one of the fastest growing life insurance companies in the country. It serves its customers by offering a range of innovative products to individuals and group customers at more than 600 locations through its bank partners and company-owned offices. MetLife has more than 50,000 Financial Advisors, who help customers achieve peace of mind across the length and breadth of the country.
Product category: Banking/Financial services/Insurance
Advertising Agency: Enterprise Nexus
Slogan: “Peace of mind guaranteed”
Tagline: “New carrier. Smoother landing.”
Print ad: The print ad is basically about the collaboration of Metlife and the AFA. Hence, the tagline; new carrier, smoother landing. The ad shows a big close up of the cockpit of an aircraft and a pilot climbing in it. Hence, it very well relflects the reassurance that it is giving the pilots.
TVC: The TVC is in an animated version. It is about the monthly income plans that Metlife offers. It shows a young chap sailing through the journey of the whole year and how Metlife in the form of a motif of a calendar; assists him every month, at times even when his financial situation is about to collapse. That has been shown in the form of a steep slope. With the help of Metlife, he flies past to the other end. Initially, it is shown that Metlife offers him shelter in the form of an umbrella when it rains. This is a metaphor to show how Metlife assits its customer in the times of dire needs.
KIT KAT
Kit kat is crisp wafer fingers covered with chocolayer. It has a unique finger format with a ‘breaking’ ritual attached to it. It is one of the most successful brands in the world and every year over 12 billion consumers. Kit kat fingers are consumed around the globe. Kitkat Chunky a favorite around the world is now in India. It comes in two delicious variants – Kit kat Chunky Choko and Kit Kat Chunky Hazelnut made from cocoa beans from Africa and real hazelnut paste from Turkey. It’s easy to open tear – away packaging has been launched for the first time in the Indian market. Each bar has three portions for you to enjoy one delicious chunk at a time.
Product category: Confections.
Parent company: Nestle
Advertising Agency: J Walter Thompson
Slogan: “Have a break, Have a Kit Kat”
Tagline: “Kit Kat break banta hai.”
Print ad: The print ad very aptly reflects the slogan of Kit Kat- a man is actually shown to be split in to two halves, with the tinges of chocolate and Kit Kat between and around him. The background of the ad is also chocolate brown, though a lighter shade. The ad is basically meant to give across the slogan of ‘have a break, have a Kit Kat.’
TVC: The TVC is about Kit Kat Chunky. It shows a couple sitting on a station, waiting for a train to come. The guy takes out a Kit Kat Chunky and says that hard working women put in their efforts to make his bar of chocolate. The girl opposes saying that sexy cowboys put in effort to make her bar of chocolate. It is presumably shown to say that Kit Kat caters to the fantasies of both the sexes.
Mentos
It is a candy mint with a hard outside and a chewy center that comes in various flavours. Also known as ‘The Chewy Mint’. It was created in Netherlands by the Van Melle Corporation. It is sold in more than 150 countries and approximately 450 rolls of it are consumed every second. It is available in orange, strawberry, cinnamom, lemon flavours among others.
Product category: Breath Freshener
Advertising agency: Ogilvy and Mather.
Slogan: “The Freshmaker”
Tagline: “Dimag Ki Batti Jala De”
Print ad: The print ad shows the famous race of the hare and the tortoise where the hare is shown to be running behind the tortoise reflecting upon the tagline ‘Dimag Ki Batti Jala De’. It is a motif of the old fable wherein the hare dozes off and then he realizes how far he must be from his goal. Hence, the use of the characters of the hare and the tortoise.
TVC: The TVC shows two young men working in a salon. In the first half of the TVC, one of the boys is shaving a man’s hair and happens to sneeze, his hand movies and a lrge portion of the hair gets cut. Like a fool, he reflects it in the mirror while showing the haircut. In the second half though, he calls the other boy who quietly creeps up when he is showing the haircut and instead, his neat hair gets reflected and the customer is not angry. This smartness is hence shown as the reflection of the tagline.
Wagh Bakri
Waghbakri tea house is a premium tea house in inception since the year eighteen ninety two. The tea baron, Sir Narandas Desai started the company in Ahemadabad being experienced in the art of blending and tea growing which he learned while owning a tea estate in South Africa. Sir Narandas Desai was praised by Mahatma Gandhi for his commendable work. The generations that followed gave boost to his pioneering efforts and developed the business to its present status of being one of the largest tea houses in India.
Product category: Beverage
Advertising Agency: Triton and Percept
Slogan: “Hamesham Rishta Banaye”
Tagline: “Resolving differences over a cup of tea.”
Print ad: The print ad is very antique in its nature. It has quite a lot of copy. It has probably been made like this to retain the old, classic family atmosphere feel which the brand has. Right on the top, a man is shown with a cup of tea in his hand whereas a goat and a fox are shown to be drinking tea from a vessel. This goes on sync with the tagline, ‘Resolving differences over a cup of tea.’
TVC: In coherence with its tagline and print ad, the TVC shows two families arguing over the marriage of a girl and a boy. They are both culturally very different and cannot come to agree over any point. Finally, the girl thinks of a solution and serves them Wagh Bakri tea. On drinking the tea, the families resolves their differences, and agree to the marriage.
Kellogg’s Chocos
Kellogg’s Chocos is made with the goodness of whole wheat and extra calcium shakti, they are chocolate flavoured scoops made with milk. One bowl of chocos provides you with the goodness of two chapattis and two bowls of milk.
Product category: Snacks/Cereals
Advertising agency: J Walter Thompson
Slogan: “Chahiye hi Chahiye”
Tagline: “Invite a new friend for breakfast”
Print ad: The print ad adheres to a particular campaign of Chocos where in the ‘Bear’ became the brand ambassador of Chocos. The ad aims at luring the target audience, ie; the kids to buy the product with the help of such cartoon characters.
TVC: The TVC is in an animated form. It shows a bear traveling in a jungle with a whole sack of chocos. It falls in the river and the crocodile jumps to take it. The they both fight nd the famous Chocos ‘Bear’ comes to rescue. He rescues the Chocos and leaves the viewers with the question to guess who he is.
As said before, these both ads are a part of a campaign by Kelloggs’ Chocos.
Carefree Sanitary Napkins
This highly absorbent napkin is specially designed to give extra protection to girls who have just begun menstruating. It comes with a special elastic belt that helps hold the napkin firmly in place. It is easy to wear, too. Just secure the two ends of the napkin with the belt and it gives complete protection and freedom.
Product category: Feminine hygiene products
Parent Company: Johnson & Johnson.
Advertising Agency: Ogilvy and Mather
Slogan: “Be fresh be confident be carefree”
Tagline: “Stay fresh underneath it all”
Print ad: There is a lot of copy in the ad which talks about the USP of freshness and absorption property of the sanitary napkin. It may probably be used in a magazine. That apart, a model is shown sitting on the sofa.
TVC: The TVC shows a woman surrounded by eight men who purposely drops the files in her hand and the men promptly bend down to pick them up. She does it again, on purpose and all of them again promptly look around for her file. The aim is to show that you can get close to men without smelling bad even during your periods. Carefree has fresh, odour controlled sanitary napkins. Hence, this USP is highlighted in the TVC.n