Dove

Nimisha Singh

Shruti Kolagad

Duration: 6:36 minutes.

Agency: Ogilvy and Mather 

Tagline: 'You are more beautiful than you think'

Target audience: Women (21+ years) 

The ad produced by Ogilvy and Mather ad agency starts with the introduction of the characters, who explain the entire project that’s been carried on. Initially, this Ad creates mystery about the entire project and later on goes about describing that how women usually don’t perceive themselves as ‘beautiful’. It so happens that people have harsher opinions about themselves than what others perceive. It connects with the target audience emotionally, especially with women of this generation who are more beauty conscious.

This ad is mainly to enhance the brand image of Dove. The best part of the ad is that the entire project was real. The artist (Gil Zamora-FBI forensic sketch artist) had never seen the participants before and the entire exercise was shot with real-life volunteers. By this ad, Dove has successfully built a positive connection with the audience where they are left with the feeling of high self-esteem and has inspired all women to reach their full-potential.

The regular beauty soap ads have more concentrated on skin care, fairness and all day freshness, but this ad aims at boosting the self-esteem of the target audience and hence has more impact. When the participants shared their experiences, the audience were moved with strong emotions. It was one of the most-watched internet ads in 2013. It went viral within days of its launch. User feedback on YouTube was 97.6% positive i.e. 98,000 likes and just 22 dislikes within 13 days of its launch.

The background music is very soothing and ads to the emotional quotient of the ad. The visuals are more concentrated on the subtleties of the human face like eyes, nose, hair etc.

 Our rating for the ad: (out of 10)

Brand Recall                            8

The entire Ad was created to improve the good-will of the brand, which we think was successfully achieved by the company. It puts the entire brand on the front rather than any one particular product of the company.

Tagline                                     9.5

It really connects to the whole idea effectively. Thanks to the tagline, it leaves the audience with a positive feeling about their self.

Target Audience Connection     9

It has not only established a strong connection with women, who are the main target, but has also reached effectively to the other gender, both young and old alike. It gives a moral boast.

Entertainment                          8

The ad creates an air of mystery initially mainly because it’s a never-before-thought idea and hence the audience are left astonished at the end after the climax.

Emotional Appeal                   9.5

Since women are perceived as highly emotional beings compared to their counterparts, it was a rather good idea to appeal to their audience on a more emotional level. This was achieved fabulously and has worked phenomenally for the brand.

Execution (out of 10)

Story/Screenplay                 9.5

Music                                   9.5

Cinematography                  9.5

Acting                                   8.75

Cost Vs Impact                    8

Duration Vs Impact             7.5

Although the ad was a little too lengthy, the message was clear and moved the audience emotionally. Story, acting and background music were all subtle and in sync. On the whole a perfectly executed idea.

Monster.com

Madhusudan Panigrihi

Mayank Vyas

Ad campaign: Right job, right candidate.

Duration: 29 seconds.

Target Audience- Consumers/job seekers (B2C) as well as employers who are looking for candidates.

From the find-a-job positioning, this new campaign was designed to help job seekers see Monster as a place to fulfil their passion in work. It was about having a career and not just a job; It was about the passion and determination people bring to the work they do, whatever they do.

The Ad conveys the message as in, "where are you? come to us we will help you! we have so many options; we are here to fix your problems and in the end(advertisement) customer is unable to get the right options and loses everything. Monster.com portrayed the Ad  in a negative way and showed that everyone in the Job portal industry generally follows this strategy.

They followed a proactive marketing technique i.e responsive marketing which finds consumer’s stated needs and feels it. As many other job portal sites are just about give jobs to the candidate without caring about their interest and profile match with the given job. But through flank attack strategy, Monster.com found that gap and through customization product differentiation strategy they customize the consumer’s requirement and as shown in this advertisement, that they not only find a job for you but also finds a right one, which will perfectly match the candidate's profile as well and help one to build their career path too.

Here the Ad says “What's the point of choice, if they don't want to work for you.” Which clearly indicates they too follow customer consulting technique which is basically a service differentiation strategy. Generally other job portal sites gives many types of options to consumers without considering the consumer’s interest, but Monster.com through this strategy offers data, information system and advice to the customers, which says that, they value each one of their customer’s interest.

Furthermore, advertising was adjusted and used much more effectively. Creative selection and ad positioning was fully determined by the tracking of clicks and acquisitions for both seekers and employers.

Our rating for the Ad: (out of 10)

Brand Recall                            8

The moment one sees the ad, they might not instantly remember that’s it is monster.com but they will definitely remember it!

Tagline                                      9

“Right jobs.Right Candidates.” The Tagline is to the point, crisp and clear.

Target audience Connection   8

This was post-recession era where people were actually finding it difficult to get a suitable job or the job of their choice. The ad basically talks about the right fit to the right job!

Entertainment                         9

High on entertainment with the background score, acting and brevity!

Emotional Appeal                   7

Execution (out of 10)

Story/Screenplay                    9

The beauty of the ad is its brevity; in such short time they communicated the message of confusion due to choices. The dangling man who is scared, to the confused fellow who adds to the fear! This relates to the current job scenario where job forums confuse people when it comes to employment by giving choices.

Music                                      8.5

Then talking about the Ad’s audio and visual presentation it is very good .The background music appeals to its positioning really well.

Cinematography                      9

Good location.

Acting                                       9

The Ad has unknown artists and they look like any common passer-by relating to the concept of the ad. 

Search Engine Optimization

 Juthika Kamdar

What is SEO?

In simple terms it is a way to get your website found fastest among the millions of data available on the internet. It is used as a tool of Internet Marketing to increase the visibility of your Webpage or Website organically (unpaid) while searching for it online through search engines like Google, Bing, etc. This is done to make sure that a site appears more frequently in the search results list, so that it will receive visitors from the search engine's users.

Illustration:

When we search on Google for “books online” this what we generally get and the top five searches are shown below where first three are sponsored and the next two appear organically:

Why is SEO so important?

SEO is not only important for online businesses but for also everything that is available on the net! Search Engine Optimization makes the website easy for both users and search engine robots to understand. Search Engines can’t see and understand a web page the same way a human does so SEO helps the engines figure out what each page is about, and how it may be useful for users.

Simple Ways to go about it!

This is a simple illustration provided by Google to enhance website/webpage visibility with the help of SEO! For more details click here

Disclaimer: This article is an attempt to give a simple an understanding of SEO to the novice readers. For more details there is much more to SEO which will be discussed in upcoming articles!

Incredible India

Time Duration: 3:06 Minutes

Agency: Nirvana Films

Director: Prakash Verma

Reviewers: Ashwin S Prasad, Himanshu Singh Gurjar and Juthika Kamdar 

Target Audience: International & Domestic Travelers

Appeal: Youthful and Full of energy

This visually breath-taking advertisement discovers the adventures and experiences of a young foreigner woman’s 2nd visit to India where she captured journey from varied parts of the country.

The ad beautifully establishes India as a warm, loving and a caring country, where people visit and wish to come back again and again. The vast expanse and experience of the country is such that one never tires to return and experience it again and more. The country has everything to offer from the snow-capped mountains to Leh-Ladakh, the Kutch desert , paragliding, the boat races, the royal heritage, religion, lakes, beaches and lots more. Not only do they capture the sites to visit but also the Indian spirit in the form of religion(The Golden temple), passion(A Cricket match), the hospitality in forms of lifts on a bike, food in the blue city of Jodhpur, festivals(Holi), the old art of Ayurveda(Himachal), the soothing oil massages, the ancient art of Yoga.

Since it is the woman’s second visit they also show that she knows how to deal with the locals where she puts her scarf in a bus to block a seat. She automatically adjusts herself to the ways of life in the country and language.

In the inner subconscious they also showcase how it is safe for a single woman to travel in a country with a vast culture and religions. Be it a bullet ride on the mountains, local bus rides, boats and treks.

Our Rating for the AD

Recall (out of 10)

Brand Recall                                  8  

The first 2 seconds of the ad captures our interest and we know it is “Incredible India”   and we remember it even with just the music, but depending on the international audience may not feel the same so it can vary. 

Tagline                                           8

The name itself is the Tagline and the entire video revolves the country, it beauty and simplicity.

Target audience Connection         8

The ad makes it so easy for the traveler to connect with it, by showing the various aspects, of fun, the adventure, the hospitality, the scenic beauty, the festivals, cultural exposure, and the relaxation. This campaign the focus in more on adventure with paragliding, mountain treks, mountain climbing, motor bike rides in Leh, mountain biking, wildlife, etc. introducing India as an adventure spot too.

Entertainment                                8.5

The cast and characters (the south Indian nodding heads, to the shy women) including the animals makes it an entertainer.

Emotional Appeal                           8

The ad is very spiritually Indian with lot of common aspects being in focus when it comes to experiencing the country. Even the background score syncs with the moods and emotions of the traveler.

Execution (out of 10)

Story/Screenplay                            7

The story is very simple where the video is divided into 4 basic aspects of the traveler’s journey of fun & food, culture & hospitality, adventure and relaxation.

Music                                              8

The music goes well with the visual where there is a sequence of scenes of Relaxation, culture, fun & food and Adventure. The music tempo changes with the emotion of the scene. Higher beats for adventure, soothing slow rags for relaxation, fun break beats for the fun part.

Cinematography                             8

The entire topography is captured exceptionally the mountains, rivers and the lakes.

Acting                                             7.5

The traveler’s emotions are depicted when she ponders in her free time about the experiences. The south Indian nod, the old woman’s warmth in the Himalayas while applying Ayurveda medicines, the man speaking broken English, to the genuine smiles of the Locals, all add to the acting of the cast.

Casting

Patricia Malone (The Mentalist co-star) – she looks fresh, safe happy, excited with pleasing face.

Cost Vs Impact                                6

The cost is high considering the production cost of capturing so many locations for one ad!