Objective: To launch Lloyd Garment Dryer in the market.
Target Audience: Male and female (Age: 25-50 years), SEC A, A+, B+, who are keen on experimenting with the latest technology has to offer.
Single-minded Proposition: ‘The new fashion of drying your clothes – Lloyd Garment Dryer.’
Why are we communicating?
The communication aims to familiarize the masses with the appliance called the garment dryer. Traditionally, Indian masses although now extremely at ease with using a washing machine, but are still unfamiliar and hesitate to use a garment dryer. So, the challenge was to inform the target segment that the method they use to dry their clothes, which is the old and faithful cloth stand is now redundant and obsolete in use. And hence, they need to switch over to the latest fashion of drying clothes.
Monday, May 17, 2010
Tiffany
Objective: To promote the men’s jewellery collection recently introduced at Tiffany.
Target Audience: Male (Age: 25-50 years), SEC A, A+.
Single-minded Proposition: ‘If you are looking for class, sophistication and a unique style, all of it in jewellery, look only for Tiffany.’
Why are we communicating?
Gone are the days, when men shopping for jewellery for themselves is mocked or looked down upon. A steady rise in the number of men wanting to sport a pierced ear or other forms of jewellery on themselves has been observed and has fast caught on as a popular trend. Keeping this in mind, Tiffany, the world’s best known brand for jewellery, has also started an exclusive range of jewellery for men. The communication for this has been kept simple with a subtle hint of humour to suit the subject.
Target Audience: Male (Age: 25-50 years), SEC A, A+.
Single-minded Proposition: ‘If you are looking for class, sophistication and a unique style, all of it in jewellery, look only for Tiffany.’
Why are we communicating?
Gone are the days, when men shopping for jewellery for themselves is mocked or looked down upon. A steady rise in the number of men wanting to sport a pierced ear or other forms of jewellery on themselves has been observed and has fast caught on as a popular trend. Keeping this in mind, Tiffany, the world’s best known brand for jewellery, has also started an exclusive range of jewellery for men. The communication for this has been kept simple with a subtle hint of humour to suit the subject.
Bose
Objective: To promote the men’s jewellery collection recently introduced at Tiffany.
Target Audience: Male and female (Age: 25-50 years), SEC A, A+, B+, Gizmo enthusiasts.
Single-minded Proposition: ‘There is no one better when it comes to superior quality sound.’
Why are we communicating?
The communication just aims to re-establish the supremacy of the brand in the category of sound.
Target Audience: Male and female (Age: 25-50 years), SEC A, A+, B+, Gizmo enthusiasts.
Single-minded Proposition: ‘There is no one better when it comes to superior quality sound.’
Why are we communicating?
The communication just aims to re-establish the supremacy of the brand in the category of sound.
VLCC
Objective: To increase membership for the slimming programs run by VLCC.
Target Audience: Men and women who have medically been declared overweight or obese, SEC A,A+,B+, residing in urban cities
Single-minded Proposition: ‘Battle weight issues making VLCC as your main weapon.’
Why are we communicating?
Traditionally VLCC has mostly followed a before and after approach in all its communication for weight loss. This campaign attempts to give it a new look. It aims to infuse a fighting spirit in all those who are overweight and wish to do something about it. It urges them to treat this problem of weight loss no less than a battle and a battle that has to be won at all costs.
Target Audience: Men and women who have medically been declared overweight or obese, SEC A,A+,B+, residing in urban cities
Single-minded Proposition: ‘Battle weight issues making VLCC as your main weapon.’
Why are we communicating?
Traditionally VLCC has mostly followed a before and after approach in all its communication for weight loss. This campaign attempts to give it a new look. It aims to infuse a fighting spirit in all those who are overweight and wish to do something about it. It urges them to treat this problem of weight loss no less than a battle and a battle that has to be won at all costs.
Playboy
Objective: To increase the sales for Playboy by associating the desirable fantasies that men indulge in and particularly enjoy, with Playboy.
Target Audience: Men (age: 18 and above); mostly all the Playboy enthusiasts
Single-minded Proposition: ‘Be a man. Own a Playboy.’
Why are we communicating?
Playboy has universally come to be accepted as the one thing which all men, regardless of age, creed, caste, background etc. love to indulge in, from the minute adolescence sets in. There is no one like Playboy that can tempt and grab the attention of men, besides the women in Playboy. The communication just attempts to tease such desirable fantasies of men and associate them to playboy.
Target Audience: Men (age: 18 and above); mostly all the Playboy enthusiasts
Single-minded Proposition: ‘Be a man. Own a Playboy.’
Why are we communicating?
Playboy has universally come to be accepted as the one thing which all men, regardless of age, creed, caste, background etc. love to indulge in, from the minute adolescence sets in. There is no one like Playboy that can tempt and grab the attention of men, besides the women in Playboy. The communication just attempts to tease such desirable fantasies of men and associate them to playboy.
Mother's Recipe Pickles
Objective: To associate Mother’s Recipe Pickles when it comes to pickles, with the same nature of trust as one would associate with a Mother’s word.
Target Audience: Youth (Age: 18-25 years), SEC A, A+, B+, who stay away from home either as students or due to work and often miss home-cooked food, especially food cooked by their mothers.
Single-minded Proposition: ‘Whenever you have Mother’s Recipe pickle, you remember your Mother’s or home-made pickle. ’
Why are we communicating?
Motherhood is a universal emotion that we all share, understand and feel about in the same way. It is considered pure, sacred and trusted by one and all. Such is the strength of a Mother’s word. This is the emotion which Mother’s Recipe Pickles wants to be associated with in the minds of its target segment. The communication wants to emphasize on the thought that though Mother’s Recipe Pickle may never be able to match the pickle made by their own mothers, but it still is prepared in the same traditional manner as used by their mothers with love and care as the main ingredients, in order to create the same magic, the same taste and the home-like feel to the pickle. The campaign features 4 print ads with each ad relating a unique and a different motherly emotion to the brand.
Target Audience: Youth (Age: 18-25 years), SEC A, A+, B+, who stay away from home either as students or due to work and often miss home-cooked food, especially food cooked by their mothers.
Single-minded Proposition: ‘Whenever you have Mother’s Recipe pickle, you remember your Mother’s or home-made pickle. ’
Why are we communicating?
Motherhood is a universal emotion that we all share, understand and feel about in the same way. It is considered pure, sacred and trusted by one and all. Such is the strength of a Mother’s word. This is the emotion which Mother’s Recipe Pickles wants to be associated with in the minds of its target segment. The communication wants to emphasize on the thought that though Mother’s Recipe Pickle may never be able to match the pickle made by their own mothers, but it still is prepared in the same traditional manner as used by their mothers with love and care as the main ingredients, in order to create the same magic, the same taste and the home-like feel to the pickle. The campaign features 4 print ads with each ad relating a unique and a different motherly emotion to the brand.
Band-Aid
Objective: To associate band-aid with more positive emotions like friendship, love, a never say die spirit.
or
With band-aid, never give-up. Not on any challenge, not on relationships, not on life.
Target Segment: Kids (Age: 5-12 years)
Single Minded Proposition:
‘Cuts and bruises can be fun’
or
‘Its hard to imagine life without cuts and bruises. Be prepared for whatever life throws your way.’
Why are we communicating?
Each of these characters is known to face troubles and obstacles in their day-to-day life. But they never give-up, put up a fight and get back on their feet within no time. This is what band-aid intends to communicate to their target segment that no matter what comes your way in life, never give-up. The association with the familiar cartoon characters is taken due to the reason that the target audience recognizes these characters. Some of them even idolize these cartoon characters. They are part of their every day life, and if the message is driven using them as the messenger, then the kids would relate to it better and understand better.
or
With band-aid, never give-up. Not on any challenge, not on relationships, not on life.
Target Segment: Kids (Age: 5-12 years)
Single Minded Proposition:
‘Cuts and bruises can be fun’
or
‘Its hard to imagine life without cuts and bruises. Be prepared for whatever life throws your way.’
Why are we communicating?
Each of these characters is known to face troubles and obstacles in their day-to-day life. But they never give-up, put up a fight and get back on their feet within no time. This is what band-aid intends to communicate to their target segment that no matter what comes your way in life, never give-up. The association with the familiar cartoon characters is taken due to the reason that the target audience recognizes these characters. Some of them even idolize these cartoon characters. They are part of their every day life, and if the message is driven using them as the messenger, then the kids would relate to it better and understand better.
Amnesty International Organisation
Background:
-Amnesty International (AI) is a worldwide movement of people who campaign for internationally recognized human rights.
- AI has a varied network of members and supporters around the world. At the latest count, there were more than 2.2 million members, supporters and subscribers in over 150 countries and territories in every region of the world.
Objective: To urge people to actively participate in the projects, initiated by Amnesty International Organisation against physical abuse on women.
Target Audience: Youth of today (age: 18-25 years)
Single-minded Proposition: ‘Speak out’
Why are we communicating?
In today’s day and age, a steep increase in the number of abuse cases (ranging from physical abuse, sexual abuse to domestic violence) is still witnessed. And a common observation in all these cases is that, there are enough number of people who despite having knowledge about such a crime taking place in their surroundings, haven’t raised their objection against it. Despite being educated and knowing the nature of the crime, they haven’t raised their voice against it and consciously chosen to keep quiet about it. This needs to be changed. The victims cannot speak out on their own. They need to be told they are not alone and that they should not feel helpless. They need to be shown that there is help and support available.
All this needs to be told by those who know the victim, who can see someone being victimized. They need to reach out to the victim. And by becoming a part of the projects initiated by Amnesty International, help the ones they know and many such others who are being victimized. That, it is your right to fight for someone else’s right.
-Amnesty International (AI) is a worldwide movement of people who campaign for internationally recognized human rights.
- AI has a varied network of members and supporters around the world. At the latest count, there were more than 2.2 million members, supporters and subscribers in over 150 countries and territories in every region of the world.
Objective: To urge people to actively participate in the projects, initiated by Amnesty International Organisation against physical abuse on women.
Target Audience: Youth of today (age: 18-25 years)
Single-minded Proposition: ‘Speak out’
Why are we communicating?
In today’s day and age, a steep increase in the number of abuse cases (ranging from physical abuse, sexual abuse to domestic violence) is still witnessed. And a common observation in all these cases is that, there are enough number of people who despite having knowledge about such a crime taking place in their surroundings, haven’t raised their objection against it. Despite being educated and knowing the nature of the crime, they haven’t raised their voice against it and consciously chosen to keep quiet about it. This needs to be changed. The victims cannot speak out on their own. They need to be told they are not alone and that they should not feel helpless. They need to be shown that there is help and support available.
All this needs to be told by those who know the victim, who can see someone being victimized. They need to reach out to the victim. And by becoming a part of the projects initiated by Amnesty International, help the ones they know and many such others who are being victimized. That, it is your right to fight for someone else’s right.
Amnesty International Organisation
Background:
-Amnesty International (AI) is a worldwide movement of people who campaign for internationally recognized human rights.
- AI has a varied network of members and supporters around the world. At the latest count, there were more than 2.2 million members, supporters and subscribers in over 150 countries and territories in every region of the world.
Objective: To urge people to actively participate in the projects, initiated by Amnesty International Organisation against physical abuse on women.
Target Audience: Youth of today (age: 18-25 years)
Single-minded Proposition: ‘Speak out’
Why are we communicating?
In today’s day and age, a steep increase in the number of abuse cases (ranging from physical abuse, sexual abuse to domestic violence) is still witnessed. And a common observation in all these cases is that, there are enough number of people who despite having knowledge about such a crime taking place in their surroundings, haven’t raised their objection against it. Despite being educated and knowing the nature of the crime, they haven’t raised their voice against it and consciously chosen to keep quiet about it. This needs to be changed. The victims cannot speak out on their own. They need to be told they are not alone and that they should not feel helpless. They need to be shown that there is help and support available.
All this needs to be told by those who know the victim, who can see someone being victimized. They need to reach out to the victim. And by becoming a part of the projects initiated by Amnesty International, help the ones they know and many such others who are being victimized. That, it is your right to fight for someone else’s right.
-Amnesty International (AI) is a worldwide movement of people who campaign for internationally recognized human rights.
- AI has a varied network of members and supporters around the world. At the latest count, there were more than 2.2 million members, supporters and subscribers in over 150 countries and territories in every region of the world.
Objective: To urge people to actively participate in the projects, initiated by Amnesty International Organisation against physical abuse on women.
Target Audience: Youth of today (age: 18-25 years)
Single-minded Proposition: ‘Speak out’
Why are we communicating?
In today’s day and age, a steep increase in the number of abuse cases (ranging from physical abuse, sexual abuse to domestic violence) is still witnessed. And a common observation in all these cases is that, there are enough number of people who despite having knowledge about such a crime taking place in their surroundings, haven’t raised their objection against it. Despite being educated and knowing the nature of the crime, they haven’t raised their voice against it and consciously chosen to keep quiet about it. This needs to be changed. The victims cannot speak out on their own. They need to be told they are not alone and that they should not feel helpless. They need to be shown that there is help and support available.
All this needs to be told by those who know the victim, who can see someone being victimized. They need to reach out to the victim. And by becoming a part of the projects initiated by Amnesty International, help the ones they know and many such others who are being victimized. That, it is your right to fight for someone else’s right.
Moov
Objective:
To never give-up on life. To help drive the message across that pain of any form (whether physical or emotional) is just a part and parcel of life and you need to fight it and keep on moving ahead in life.
Target Segment:
Youth (age: 15-25 years)
Single-minded proposition:
‘At the times when you feel like giving up in life, you should motivate yourself to fight the pain and move on in life’
Why are we communicating?
Moov has always been associated, in all its communication, with talking about physical pain and representation of physical pain in day-to-day situations, thereby mostly targeting family audiences. This campaign however, attempts to talk to a younger target segment, about the pain of trying to overcome the setbacks and obstacles in life as hurt and disappointment shouldn’t keep you down in life. To never feel defeated by minor setbacks in life. To remind them that whenever you are let down, bogged down by problems, or feel defeated, seek inspiration and strength from within, to fight the pain and get back on your feet, fight the pain to move on.
To never give-up on life. To help drive the message across that pain of any form (whether physical or emotional) is just a part and parcel of life and you need to fight it and keep on moving ahead in life.
Target Segment:
Youth (age: 15-25 years)
Single-minded proposition:
‘At the times when you feel like giving up in life, you should motivate yourself to fight the pain and move on in life’
Why are we communicating?
Moov has always been associated, in all its communication, with talking about physical pain and representation of physical pain in day-to-day situations, thereby mostly targeting family audiences. This campaign however, attempts to talk to a younger target segment, about the pain of trying to overcome the setbacks and obstacles in life as hurt and disappointment shouldn’t keep you down in life. To never feel defeated by minor setbacks in life. To remind them that whenever you are let down, bogged down by problems, or feel defeated, seek inspiration and strength from within, to fight the pain and get back on your feet, fight the pain to move on.
Moov
Moov - Brief
Objective:
To never give-up on life. To help drive the message across that pain of any form (whether physical or emotional) is just a part and parcel of life and you need to fight it and keep on moving ahead in life.
Target Segment:
Youth (age: 15-25 years)
Single-minded proposition:
‘At the times when you feel like giving up in life, you should motivate yourself to fight the pain and move on in life’
Why are we communicating?
Moov has always been associated, in all its communication, with talking about physical pain and representation of physical pain in day-to-day situations, thereby mostly targeting family audiences. This campaign however, attempts to talk to a younger target segment, about the pain of trying to overcome the setbacks and obstacles in life as hurt and disappointment shouldn’t keep you down in life. To never feel defeated by minor setbacks in life. To remind them that whenever you are let down, bogged down by problems, or feel defeated, seek inspiration and strength from within, to fight the pain and get back on your feet, fight the pain to move on.
Objective:
To never give-up on life. To help drive the message across that pain of any form (whether physical or emotional) is just a part and parcel of life and you need to fight it and keep on moving ahead in life.
Target Segment:
Youth (age: 15-25 years)
Single-minded proposition:
‘At the times when you feel like giving up in life, you should motivate yourself to fight the pain and move on in life’
Why are we communicating?
Moov has always been associated, in all its communication, with talking about physical pain and representation of physical pain in day-to-day situations, thereby mostly targeting family audiences. This campaign however, attempts to talk to a younger target segment, about the pain of trying to overcome the setbacks and obstacles in life as hurt and disappointment shouldn’t keep you down in life. To never feel defeated by minor setbacks in life. To remind them that whenever you are let down, bogged down by problems, or feel defeated, seek inspiration and strength from within, to fight the pain and get back on your feet, fight the pain to move on.
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