NEED FOR IDENTIFICATION

EXPLANATION:

AFFECTIVE GROWTH PASSIVE INTERNAL

Need for identification means that a person plays various roles.A person may play the role of college student, sorority member, bookstore employee, fiancée, and many others. One gains pleasure from adding new, satisfying roles and by increasing the significance of roles already adopted. Marketers encourage consumers to assume new roles (become a skateboarder) and position products as critical for certain roles.

CHOSEN AD:

The ad that we have chosen is:

AXIS BANK

BADHTI KA NAAM ZINDAI…PROGRESS ON……

http://www.youtube.com/watch?v=0EI1b1U7bIc&feature=related

SAMPLE STORYBOARD:

Attributes DescriptionCentral character A common face of an ambitious young man

between 20 to 40 years of age. Plays the roles of a son, employee, boyfriend, fiancée, husband, father and then a successful entrepreneur at various stages in life.

Setting The ad has varying setup according to the roles played by the young man ranging from home to office to restaurants to self-owned factory along with holiday destinations.

Influencer Success in various stages of life without facing any financial constraints due to the monetary facility provided by axis bank

Drama The drama focuses around a young educated man who finds a job and gets his first salary through axis bank cheque and becomes its customer. Then he gets promotions in his office. He finds a girl; dates and gets married eventually becoming a father. Due to the financial security provided by the bank he is able to leave his lucrative job and starts a business of his own finally becoming a successful entrepreneur. This completely verifies the tagline:

badhti ka naam zindagi.Inferred consumer segment Targeted at ambitious youth mostly middle class

aged20-40 years who wish to secure their future.Inferred benefit statement Axis bank immediately puts the customer in a

delightful visual frame, where he sees how one graduates from where they used to be to where they are – reflecting a progressive and optimistic urge that they dreamt of yesterday, achieved today.

REASON FOR CHOOSING THE AD:

AFFECTIVE GROWTH PASSIVE INTERNALAspires to the inner beliefs, ambitions,

feelings and the need for security in life

It is visible progress through the various stages of life and

contentment is not any part of it.

The behavior is in response to the external

environment

This suffices the internal need of being well off and not facing any monetary problems

The ad is based on a person who enacts various roles in life. It portrays the idea of the need for identification of the consumer who himself goes through these stages in life. The youth faces various financial insecurities which axis bank as a partner helps in resolving.

It resonates well with the idea that:

Success is more than a milestone. It’s a journey. And we’re with you every step of the way.

This campaign marks the evolution of Axis Bank brand from playing the role of a ‘problem solver’ in the customers life, to that of an ‘encouraging and enthusing partner’ by owning an attitude and belief that resonates with target audience in everyday life.

By: Group9

PGP/15/082 Devina

PGP/15/123 Vidisha

PGP/15/163 Pratima Rani

PGP/15/093 Manish DayPGP/14R/317 Yogesh

PGP/14R/198 Yogiraj