integrated marketing communication - creative execution analysis

Creative Execution Analysis of Ad Campaigns

Integrated Marketing

Communication

Presented By:

Gurpreet Singh

21/015

ICICI ‘Tab Banking’

ICICI Bank “Tab Banking”

Celebrity – Amitabh Bacchan

The ad touches several points

effortlessly…

Amitabh Bacchan is shown as a normal door to door

person

It is targeted towards people who have more

important work than getting in a line for opening bank

accounts

ICICI is ensuring that the customer does not have to

enter the bank at all

Although the concept of tab banking is not new, ICICI

promotes it very well with an excellent brand

ambassador

Creative Execution Elements used:

Advertising Appeal:

It focuses on Informational/Rational Appeal

Comfort

Convenience

Message Format:

In this campaign, message format used is

Demonstration

Message Tone:

In this campaign, message tone used is Happy

Purpose of the Campaign:

The campaign serves two purposes:

Driving awareness about Tab Banking and positioning

it as a 'thoughtful' (as consumers needn't leave the

comfort of their home/office) and fast service

Reinforcing the bank's 'Khayaal Aapka' promise of

putting the consumer first and using technology-led

solutions to make banking easy and convenient

Mentos- "Dimaag ki batti jala de"

Mentos- “Dimaag ki batti jala de”

Most ads in this category generally talked about fresh

breath but the Mentos ad deviated from the other ads

in this category. Mentos doesn’t talk about the

functional benefit at all – it works on a psychological

level, where people associate the brand with the

imagery of ‘smartness’.

Message Format: Drama Format

Message Tone: Happy

Mentos- “Dimaag ki batti jala de”

Message Content

The theme is that it described very little about the

product itself but simulated situations in which the

Mentos consumer was shown to be having greater

presence of mind and that was indirectly attributed to

consuming Mentos mints. The appeal is a Rational

Appeal i.e. go for a product that enlightens yourself or

“ dimag ki batti jala de”

Cadbury Eclairs Rich Brownie Musical

Chocolate

Cadbury Eclairs Rich Brownie Musical

Chocolate

The main objective for the client was to expand in the

indulgent candy space with a premium Brownie

flavored éclairs at Rs 2/- and hence upgrade the

current Re. 1 éclair consumer.

One of the key challenges was to ensure that the

consumer perceives rich brownie as a more rich and

indulgent eat experience compared to the other.”

Cadbury Eclairs Rich Brownie Musical

Chocolate

Cadbury Éclairs is a popular candy across India, but you don’t expect it to burst people’s head

It has used a symphony orchestra playing a musical piece and made their heads gush out chocolate like fountains to bring to life the experience of eating Eclairs Rich Brownie. However, consumers might have opposite perception regarding the Advertisement Message.

Message Format: Musical Format

Message Tone: Funny