TASK 8

CREATIVE BRIEF

The reverse process - from advertisement to the creative brief.

SELECTED ADVERTISEMENT: AMUL Ice-cream

CLIENT: AMUL

PRODUCT CATEGORY: Ice-cream

BRAND NAME: Amul Real Ice Cream

ASSIGNMENT: 45 sec TVC

TARGET GROUP: 

The advertisement is aimed towards two specific audiences:

    - Young children: Aged between 4 - 12 years. Studying in nursery or primary schools, most likely in English medium institutions.

    - Parents: Educated. Urban, most likely in Tier 1 and 2 cities. Concerned with the health of their children.

The advertisement further showcases ice-cream as a treat for special occasion, a treat for achievement. 

COMPETITIVE FRAME: 

SWOT analysis findings:

- STRENGTHS: 

        - Market leader

        - Brand recall

        - Quality

        - Real-milk based products

        - Product range

- WEAKNESSES: 

        - Weak global presence

        - Increased number of competitors

        - Ice cream parlours

- OPPORTUNITIES:

        - Tie ups and collaborations - events, food chains, etc.

        - Product development - new flavours

- THREATS: 

        - Increased competition (Kwality Walls, Dairy Day, Mother Dairy, etc.)

        - Saturated market

        - Health conscious people refraining from sweets and ice creams

CONSUMER BELIEF: Trustworthy, tasty, healthy.

ADVERTISING OBJECTIVES: 

- Reminder function - reinforce brand existence.

- Differentiate product from competitors.

KEY SELLING MESSAGE: Real milk pure ice cream

MANDATORY INCLUSIONS: 

- Brand name and logo

- Product

- Ingredients/ composition of product

APPEAL: 

The advertisement appeals to all three dimensions of persuasion:

- Ethos (emotions) = Humour, quality time with father.

- Pathos (credibility) = Parental figure purchasing ice cream for the child.

- Logos (logic) = Ingredient - 'real milk'.

TONALITY: Humorous, light-hearted.

BRAND PERSONALITY: Trustworthy, witty, pure.

KEY RESPONSE TO AD: The advertisement invokes laughter and smiles in the viewer.

REASON TO BELIEVE: Amul, as a brand, has a high reputation in Indian minds, as the 'Taste of India'. Moreover, the advertisement highlights the use of real milk in its products, instead of vegetable oils.