Brand.i Feb15

Brand.I | February 2015

BRAND.iFEBRUARY 2015

MARCOM, The Marketing Cell

BRAND VOYAGEPRINTACULAR

New ColumnB R A N D . U

#TRENDING

Featuring

+

MIB/MBA(International Business), Department of Commerce, Delhi School of Economics, University of Delhi

Brand.I | February 2015 Brand.I | February 2015

Feedback, suggestions, complaints, appreciation and brickbats at welcome. Do write to us at [email protected]: This magazine does not reflect the views of MARCOM, MBA(IB) or DSE they belong to the fabulous individualswho contribute to it. The images have been used for a non-commercial purpose and are proprietary content of the owners

MarCom, the marketing cell of MIB (Master of International Business), Faculty of Commerce & Business, Delhi School of Economics is a student initiative that aims at nurturing individuals with distinctive imagination and originality, making them indispensable for any team that they work in. It provides an opportunity to the students to explore their potential in the field of marketing outside the classroom. We use tools such as case study competitions, quizzes and

presentations to provide unadulterated flavour of marketing to students.

Our widely acclaimed monthly student magazine Brand.i comes up with articles on changing markets and innovative marketing techniques, inviting editorials by B-school students & professionals from all over the country. Our objective is to give students a podium to unleash their creativity and assimilate the field of marketing.

Follow us on our blog: http://brandibrewery.wordpress.com/

Brand.iMBA (International Business)Faculty of Commerce and BusinessDelhi School of EconomicsUniversity of Delhi

aboutmarcom

editorial team

Batch of 2015

Batch of 2016

Batch of 2015

Batch of 2016

Batch of 2016

Batch of 2015

Batch of 2016

Raunaq Kalia

Deepak Mann

Saumya Sadana

Navin Sharshar

Chirag Mahajan

Anshul Jain

Parull Sharma


contents

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2 6

3 7

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Are you Contented yet? Brand Engagement

Brand Exchange

Brand.uSelfie Marketing

Brand Voyage

YouTube and Video Marketing Printacular

Content Marketing looks like the biggest trend this year too. An insight.

Techniques and scope

The stock exchange for brands

Brand Personality Depiction using Character Sketch Modeling The billion dollar madness

The World Cup Journey of Team India

Ad worlds new fetish? Print Adverts for Social CausesFeatured Adverts

117

21

25

205

9

13


Are you

'Content'ed yet?

Content Marketing is the only marketing left.-Seth Godin

I am a huge fan of the way Zomato, the food discovery platform, has been using content on social media. Their content is fun, captivating and leaves you feeling happy and informed. They dont bombard you with a-post-a-day rule on Facebook yet manage to successfully garner enough attention, so much so that the followers eagerly look forward to the next post.One of Indias favourite brands, Amul was able to master the art of great content with their topicals, way before the onset of digital marketing. It has thus created a uniqueness in its marketing that no brand can easily replicate, even todayWhat have Zomato and Amul done right? The answer lies in the power of Content in their communications. In this internet-driven age, there has been a lot of talk around digital marketing and the needs for businesses to have online presence. The question arises, how many brands are actually able to leverage the benefits of being able to reach

out to a massive online audience? Not many. Dearth of engaging content being a major reason.Todays customer is adept at screening information he can conveniently ignore banner ads during online surfing. At the same time, however, he is hungry for information that is of relevance and use to him.Enter Content Marketing. What exactly is Content Marketing?According to Content Marketing Institute, Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience and, ultimately, to drive profitable customer action.Basically, its promotion of a product or service through creation and sharing of free, valuable content. The information could be in the form of news, articles, videos, social media posts, blogs, pictures etc. It is not pushy.Content Marketing is not a distinct form of marketing. Quality content has been an imperative ingredient in social media marketing, PR strategies, etc.

Content Marketing looks like the biggest trend this year too. An insight.

by

Saumya Sadana

#1

1


Whats the difference between advertising online and content marketing?

Unlike advertisements, content marketing doesnt interrupt your online experience. While in advertisements, the focus is on pitching the product/service, in content marketing it is to make the consumer more informed. The information you share is, of course, closely linked to your product or service.The FMCG giant Unilever successfully used content marketing in a more subtle way than its traditional advertising, to target female customers. Called BeBeautiful.in, the site provides useful information while at the same time making Unilevers products available for the viewers to consider. It became very popular and formed an instant connect with the female consumers online.

Help, dont sell; talk, dont yell; show, dont tell.

Content is King.There is nothing better than a piece of original and interactive content.Smart marketers know that todays consumer prefers valuable information to advertising while making purchase decisions. Also, great content generates great word-of-mouth buzz and spreads wide through social media sites. It catches the reader off-guard, interests him and looks more credible than advertising campaigns.While the fundamentals of good content remain the same, the need of the hour is to adapt to the changes in channels, tactics, and changing consumer behaviour. Smartphones and the power of mobile applications cannot be ignored, and hence the need for smart-phone friendly mobile content too. Videos play a major role in Content Marketing as great storytelling tools. Vogue India has been able to effectively use

YouTube in marketing its content. Its social awareness campaign called #VogueEmpower has a series of short, powerful videos which have generated much exposure.A lot of digital marketing tools like native Advertising, sponsored posts, inbound marketing, SEO, PPC etc. trace their roots to good Content. It is the present of marketing and looks like the future too. Content is definitely on the rise, but businesses must ensure it targets the right audience at the right time. Another challenge that lies for content marketers in 2015 is to connect their activities to desired outcome creating a performance scorecard and measuring the ROI.

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B r a n d ExchangeThe stock exchange of brands

by

Chirag Mahajan

CMO(Chief Marketing Officer) of an organization comes to office in a hurry and calls for an urgent meeting to respond to a 3% decrease in BV( Brand Value) at Brand-Exchange due to low customer interaction by the brand at social-media platforms as compared to the industry standards in past few weeks. Thus, it was decided to add more resources to the Customer Relation Management Team.

Gone are the days when marketing used to be a try and test function. Today, Marketing is no longer a spending department as it was considered to be, but it has emerged as the most budget-conscious departments due to conservative approach to fund allocation these days. Marketing platforms, like the financial instruments, are nowadays seen as a fixed-return based investment options. Result-oriented marketing plan and monitoring has increased the scope of marketing function to realize the cost of efforts being put into brand communication and the pitch of voice created in the audience through them.Todays trend is not only marketing your portfolio

efficiently at various available platforms but also measuring the efficiency of your marketing campaigns or plans and taking corrective measures. Organizations are very particular about the returns on their marketing spends and are investing on building spend analysis dashboards which helps the marketing team to closely monitor the KPIs( Key Performance Indicators) of the their marketing spend. Also, companies are engaging Brand Consulting firms to identify the factors at which they need to be highly agile in order to sustain in the industry of their operation.

#2

6


To anticipate the future of current trends (i.e subjective analysis for brand assessment), consider the following questions: How does Unilever benchmark a campaign for a product on real-time basis with 10 competitors? How much are Unilevers current activities adding to its brand equity? On what communication factors does Unilever lag and by how much w.r.t industry standards?

Qualitative research and measurement by brand consulting firms brings subjectivity and variation to the answers of above questions. There is no option to real-time tracking of brand equities and ROIs. Neither are there any listed measurable marketing sub-units nor any ranking mechanism to score brand engagements given by Sir Kotler.

Thus, current trend and disabilities will lead to the establishment of Central Brand Assessment body which can set marketing standards and define rating mechanism of activities for quantitative analysis of Brands. This body can also act as an exchange facilitator where brands are traded on their brand values rather than the stock values. Like a stock exchange gives a good insight about the financial health of stocks, quantitative analysis of BrandW activities by an exchange will lead to: Better brand-informed customers, Better tracking of campaigns, Defined marketing benchmarks, New innovation in marketing function, Better recognition for marketing efforts, New marketing-dimensions, and Tough competition among the brands.

Brand Exchange will monitor and rate the brands on real-time basis on the following factors:

Broad Brand Analysis Factors:-Marketing Strategy Index: Brands marketing plans rated on tactics employed to achieve the organizational goals.-Innovation Index: Capability of brand to innovate in its marketing strategies at a constant pace.-Agility Index: Capability to respond to the changes in the operating environment.-Leadership & Management Index: Clarity of communication and the degree of trust leaders bring for brand.

Detailed Marketing Factors:

-Return on Investment (ROI) Indicator: Measures how much marketing wealth (sales, brand equity, credibility) is created in campaigns compared to the cost of running the campaigns.-Social Media Engagement Indicator: Measure the cost efficiency of engagement levels of the social media campaigns.-Incremental Sale Indicator: Measures how cost effective your marketing campaigns are

at increasing the sale numbers.-Cost Per Lead Indicator: Measures the effectiveness of marketing campaigns at generating leads for each dollar spent on that campaign.

The rating on all the above factors will give a cumulative Brand Value( BV) score to every brand. Such rating on real-time basis would allow the brands to adapt and perform at the highest potentials at every second of the day. For eg. if a company gets low score of agility index, it will hurriedly look on the parameters controlling it, say it is technology adoption at a low pace, to take measures to increase the rate of adoption and also take measures to gauge emerging trends in the industry. It may change the course of campaign if it monitors low ROIs.

Brand Exchange, which monitors, rates and facilitates exchange on brand values, will set the tone for todays emerging trends in the marketing function.

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s e l f i e marketing

by

Deepak Mann

The billion dollar madness

The obsessive trend amongst the so called pretentious teens of clicking oneself to act cool, has actually turned to be the coolest and most fun thing on social media. The selfie wave has grown to such an extent that it has become one of the most hashtaged words on Instagram, is used by people worldwide, and we have also seen songs been made with this theme!

What is interesting though is that this hugely followed craziness has lead to numerous innovations and marketing strategies. The large audience and the scope of innovation has appealed to the marketing societies to adapt and utilize this common obsessive need for selfies into an unique selling property.

A marketer may use selfies of employees to help his company build authenticity of employee satisfaction rather than the mundane well directed videos. On the other hand, selfies of customers while using their product can help create value and new customers via recommendations. And if not any of the above, a selfie is just good enough to share a smile or a laugh, adding positive image to the brand.

#3

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In India, we have seen a huge share of innovations in the mobile segment to accommodate the selfie culture, be it Samsungs Galaxy Primes wide angled front camera best suited for groupfies, or Panasonics Eluga S which clicks with a blink. Sony figured out ways to blind yourself by adding flash in the front cam, while Lava Iris Selfie 50 became pioneer in using the word selfie in the name of the phone itself! Even Hritik Roshan is endorsing OPPO Mobile N1, the phone with a selfie clicker! Nokia, Apple, Motorola, Micromax and LG have all come up with their share of upgradation too.

The scope of using this viral trend isnt just limited to this; instead many of the other members of the mobile industry have been active in adapting too. Hundreds of apps have also been built to make your duck faced pics look as pretty as your wedding photos. Several apps have thrived using this concept to the maximum, eg. Snapchat, a platform where you can share photographs about whatever you are upto. Many other mobile apps TV advertisements have ingeniously and occasionally smartly incorporated the selfie culture. Even outside the mobile segment, many other leading brands have run campaigns online asking people to post selfies with opportunities to get featured on their website or just for reward money. Vodafones campus selfie campaign was amongst the first of this sort.

The key to marketing success of this madness is not only the market it creates but it also helps to create various segments for mobile and related industries. It helps differentiate customers with respect to demographics, psychographic and by far stretched logic behavioral aspects too. Hence it gives a better understanding of the market and if properly utilized can help create a customer base of its own. Its been an amazing journey as to how making a duck face in front of a cam has become a billion dollar industry in itself. It sure is bizarre, but in a world where we witness Oscar selfies and Obama selfies, who can doubt the reach and power of a single click/blink/touch/smile of your mobiles front cam.


Y o u T u b e Video Marketing

and

Ad Worlds new Fetish?

by

Raunaq Kalia

When Ranveer Singh did the Rex on computer and smartphone screens across India, for the condom brand Durex, a lot changed over-night. The power of moving images with sound and animation was unleashed over the Indian cyber world. Since then, more and more brands have started coming up with long-form Ads specially created for the Digital space. Be it the heart-warming Kindle Ad or the emotional Sundrop one, marketers are trying to engage with the audience on a deeper level. These long-form versions of their 20 second primetime TV counterparts, have a meaningful story, are generally not trying to sell the brand directly and have an element of raw emotional appeal.

`Google started this trend in India with the Reunion video which was first seen on YouTube. Its a beautiful story about two friends separated during the partition and how the granddaughter of one plans to reunite the two aged mates with a little help from Google. It instantly is able to establish a connection with the Indian viewer as the stories of partition have been passed down to us by our grandparents, mass media, even our textbooks in school. Not just that, the feeling associated with the Brand after watching the video is that of trust, commitment and oneness. This doesnt happen at a cognitive level but at very emotional or affective level of the attitude building process. Thomson, MacInnis, and Park in their 2005 research paper suggest that as a construct that describes the strength of the bond connecting the consumer with the brand, attachment is critical because it should affect behaviours that foster brand profitability and customer lifetime value. Are marketers then, by creating these bonds, trying to change and build attitudes corresponding to their brands? The construct hasnt been proven empirically but there is surely a critical relationship between attachment and the attitude associated with the brand. With attitude branding, your brand contributes to the consumer's sense of identity and self-expression. In todays world of social media, self-expression is becoming more and more important to people and brands are one of the common ways to project ones personality to the world.

#4

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Lets look at two of the recent popular Ads on YouTube to verify this proposition and to try and find out if brands are trying to inculcate attitudes with these videos.

This Advertisement for Diu Tourism, which is running on TV now with a 30 seconder was actually a 2 minute YouTube video. We see a working woman leading a busy life and trapped in the vicious circle of eat, work, eat, work, eat, sleep, repeat. Finally, she wakes up to a pleasant sea breeze and a beach with a lighthouse, calming waves and cool dark caves. Do we see places being named or star at-tractions being marketed? No. All you get to experience is a feeling. A feeling that makes you want to take a break, smell the sea laden air on the beach and take naps in the warm sand. Is that not an attitude building process? Well, it is not revolutionizing like the Mum-bai Mirror Ads but it is definitely serving its purpose.

1. Welcome to Ilha de Calma Diu

2. The Odonil YouTube CampaignI was ready for my daily dose of Buzzfeed, when this hilarious video interrupted me. I had the option of skipping the Ad but it really grabbed my attention. A newly wed sassy Punja-bi girl complains about the relatives of her in-laws and questions her decision to get mar-ried in this family. Why? Because they dont have Odonil in their bathroom. After search-ing online, I found out that this was a series of videos in different Indian languages. The Marathi Ad features a woman in Bombay making fun of a friend who boasts about her plush apartment in South Bombay but doesnt have Odonil in the bathroom. All these videos have great comic timing and are short and crisp. The brand, by constantly bombarding you with these videos about the necessity of Odonil in you homes, is subconsciously drilling the thought in your head. The next time you see Odonil in the aisle of a supermarket, you are absolutely consider buying it. Do we hear about the beautiful fragrances or the special odour eliminating properties? No. They are just trying to dwell of the feeling of insecurity in the buyers mind.

Video marketing on YouTube is being taken seriously by all major Indian brand for many reasons there is too much clutter on TV, digital entertainment is popular among the youth, it is economical and most importantly, time is not an issue if your content is engaging. But, will we see a remarkable change in Ad spending patterns and a shift towards video market-ing online in 2015? Only time will tell but till then, I have some YouTubin to do!

15 16


B r a n dEngagement

Every ride is an escape with a sense of freedom found nowhere else, each road trip is and adventure that gives us lifelong memories.Karen Davidson, great grand daughter of William Davidson who was the founder of Harley- Davidson bikes quoted this state-ment, in the company's efforts to grab the attention of women in US as customers for their bikes. The step was being taken after CBS showed a research that 23% of the motorcyclists in US are women.Harleys hard work to engage this market have been well planned, dedicated and consistent. Check out their web site, click on the Women Riders link and get ready to be wowd by the detail of information that is highly relevant to the female rider.

Come to India, the brand name which is now equivalent to product category name is constantly working upon a social or mass engagement with its customers. Yes I am talking about Maggie. The cam-paign it started called as "Meri Maggie". How clever and yet highly strategic this program was in creating and building brand/customer loyalty. Each packet thereafter, had a different back label, fea-turing a different customer enjoying the product, along with their name, location and unique story identified under the photo.

Techniques and scope

by

Anshul Jain

#5


Now to hone in on the message of this article. Nestle Maggie is not just a company manufacturing and distributing a variety of 2 minute noodle and Harley is not just a motorcycle maker. These brands have deep passion revolving the essence of what their brand outbring and work to be on their toes of how their customers experience their goods and services to develops emotional bonds with them. The storytelling is the most trending method of brand engagement, but without association of authentic values may create hindrance in your path of brand engagement.Some of the significant considerations for effective brand engagement:Brand values - what is your brand about and who for? Define and embrace whats true about your brand, and make sure you can back up the stories and philosophy you put forth.Generate Meaning- do not just present data but create meaning by associating it with your brand value and try to present it in a narrative style.Inspire people- now in this point the only thing which come to my mind is Steve Jobs giving presentation or his storytelling art of apple. These stories motivates people in solving complexity in their lives.Brand Experiences- Include people in your storytelling, which generates a source of realism for a alien person towards your brand.

With the birth of the internet, its power and the capabilities of social media Businessmen of small and mid-sized

businesses all over the world can leverage the essence of what their brand delivers like never before. Thats where your brands unique gene comes into playyour core essence. You have the ability to quickly and fairly inexpensively (sometimes FREE) reach the global market on-the-fly and engage and educate your best, most targeted audience with your intended unique brand experience. Now is the time to think bigger, more creatively, and be more humanistic tapping into the human element of emotion by creating multi-sensory experiences at every customer touch point, but relevantly to your unique Brand genes.

1979, Nitin comes to know via the newspaper that from the next week, the World Cup is going to take place in England and the Indian team has reached the hosts destination. He goes to a nearby telephone booth and calls his friend to intimate him about the event and asks to join him for the match. On the day of the match, Nitin and his friend sit close to the radio and come to know about the playing eleven. They didnt know about two of the players but could not do much about it. Gavaskars four could only be visualized through a voice which produced more noise than information.2015, Nitin has been listening to and watching advertisements about the world cup for more than one month now. He has been on various portals to make the best eleven and has asked his Facebook friends to compete on the same portal. He follows the entire team on Facebook and twitter where he even knows where Virat and Anushka are having a good time. He comments on one of Virats posts to put some brains into the game and criticizes Dhoni for not playing Yuvraj Singh. He has a whatsapp group to discuss the plans for the game and cracks jokes about Shikhar Dhawans moustache. On the day of the match, Nitin subscribes to Tata-Skys HD pack where Star Sports is delivering HD visuals and giving him various language options. He congratulates Anushka for Virats century over twitter.Such dramatic has been the journey of Cricket World Cup. A mix of marketing opportunities technological advancements has attracted a lot of money and has changed the dimension of the game. The game is becoming brighter and colorful with the sponsors and media partners deep pockets. Prudence Plc, the sponsor for 1975 cup, awarded the winning team with 4000 Pounds(Rs 72,000) whereas for 2015, commercial

sponsors are shelling out 4Million USD(Rs 24 Cr). Indian marketers are spending around Rs 700Cr this year to leverage this event to get a glimpse from large spectator base in India. It is these marketers which created a celebration difference between 1983 and 2011 world cup wins. Technology improvements have brought us closer to the game. Today, I come to know before the umpire tells whether the ball hit the bat or not, was it a no-ball or not, what Afridi said to Rahane and what is wrong with the bowlers bowling length. While some say that technology upgrades are removing the human element in the game, it has helped many countries in the past to secure the crown.Last but not the least , there is a huge change in the attitude of the teams playing the world cup. Todays players are more positive and aggressive than ever before. The adventure of T20 format and competition has changed the underlying assumptions of the game. Sunil Gavaskars 36*runs off 174 balls in 1975 are a far cry from todays scoring habits(264 runs off 173 balls). The gentlemens game is not anymore for gentleman. Its a cut throat competition game where hard words are said and taken. Public mocking is done before the game to miniscule the opposition. Strategies are formed to focus on the oppositions weaknesses. Teams considered to be shy once are showing their seniors a way to deal through words and aggression.To summarize it all, the platform has grown to be more interesting.

Chirag Mahajan

Brand VoyageTeam Indias World Cup Journey with Technology

#6

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DEFINITION OF 'BRAND PERSONALITY'

A set of human characteristics that are attributed to a brand name. A brand personality is something to which the consumer can relate, and an effective brand will increase its brand equity by having a consistent set of traits. This is the added-value that a brand gains, aside from its functional benefits. There are five main types of brand personalities: excitement, sincerity, ruggedness, competence and sophistication.

Customers are more likely to purchase a brand if its personality is similar to their own.

Brand.u

How would a brand portray its personality?Brands try to portray themselves as an ideal or a relatable figure, eg. Motherly , so that the consumer may relate the characteristics of a mother with the brand. The marketer in return is able to derive a positive image. The possi-ble characteristics he is able to relate with the brand could be- loving, caring, concerned etc.

vipul boylla

Young

Dynamic

Adventurous

Vibrant

Fun

Boy-next-door

#7


j a i nsagarCreative

Cool

Youthful

Out-of-the-box

Sophisticated

Social

sharmak e s h a v

Trustworthy

Professional

SincerePunctual

Hardworking

Loyal


Print ads are one of the oldest and effective ways of marketing. One might feel this mode ofadvertising is slowly declining, but digital technology has given an all new boost to it. This section features interesting print ads used on social networking and other online platforms for social causes. Take a look.

Printacular

1 New Ark Mission of IndiaTo 33.4% of the population in Karnataka, garbage is fashion. Please donate your old clothes.

2 Children of the world (India) TrustAdopt a child, it will adapt to you.

1 2

3 Save the ChildrenWe can't let this happen even one more month.Child labor is an epidemic affecting 13 mil-lion children in India under 14 year old. Work for those being forced to work.

4 Courage IndiaLight up your lungs: Courage India, a lead-ing NGO, came up with a unique device demonstrating the harm smoking can do.

3

4

#8


This year Marcom received a lot of interesting ads for various competitions conducted. Lets take a sneek peek into a few of them:-

Stitch Fix is a personal stylist company based in India. In our Minimalistic Print Ad, we have showcased a scissor with a tag line Crafting the New You. As a stylist we work to enhance your style, fashion and personality.

In todays rapidly changing world we are persistently judged on the way we carry ourselves. Outward appearance is as important as your personal and professional skill. This is where we try to contribute by polishing up your image and appearance, but also give professional advice on creating looks that work best for you.

In our Ad the scissors signifies the necessary cut that is required to craft the new style statement & the new you. It not just cuts the fashion anomalies but also the under

confidence and secondary attention that you may have been suffering with.

Our brand name Stitch Fix is synonymous to the services that we offer. It rightly justifies our stand which is bringing out the best in you, to remove the odds and Stitch & Fix it. Hence we have our tagline Crafting the New You.

Since in India, fashion industry is still in the nascent stage. In such a case we would be able to establish ourselves as a company which is not just your image consultant but also your style guide. With proper segmentation and targeting this print Ad would help us to attain a position of a leader in this industry.

STITCH FIX

Written and Designed by Team- Dedh Shayane , SCMHRD

Written and Designed by Team DesiSwag_IMT Ghaziabad

We have chosen to name our brand Amore which means Love in Italian. We chose this name as it embodies the love and care we put in while designing the con-cept and manufacturing our brand of chips. At Amore, we make sure that you receive only the choicest ingredients sourced from across the world in order to create a premi-um snacking brand that is a class apart. Amore stands not only for the love which we put in our product but also the love of fitness and love of a healthy and active life that consumers today aspire for. In a mar-ket dominated by fried snacks, Amore is for those who crave taste and crunch but do not want to feel guilty about what they are eating. It is for people who are increasingly giving importance to their daily intake of calories and are subsequently focused on eating right.

The poster aims to follow a minimalist approach with the black scales offsetting the orange background, and drawing the consumers attention to the centre of the frame, which conveys our key message. The word FRIED has been struck off on the side of the lighter chips to indicate that Amore offers a new baked snacking alter-native, in the world full of unhealthy, oily and fattening food options- this is our key differentiator. Our tagline, DeLITE in Every Bite reflects our value proposition that not only does Amore score high on the health factor; it also impresses consumers in terms of taste.

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BAKOS Baked Banana Chips.

There is no denying to the cravings that each one of us has experienced. Be it late night, or early evenings, post lunch hunger or pre-lunch hunger, or the times when we are hungry, but low on cash. And though we all know the unhealthy effects of the so called Junk, we have started loving them so much, that it becomes a tough task to stop ourselves from having some crunchy crispy munch.

And here, as a solution to those cravings, to our constant fight to keep ourselves a bit more fit, to our constant try to eat healthy, emerges the super solution. (Ahaan, and a bulb lights up above your head) And it is BAKOS Diet chips made of healthy bananas! BAKOS because it is BAKed + crispy like taCOS!

The poster uses an exaggerated depiction portraying a makeover of laughing Buddha to Lord Buddha. But then trust us, its not just reduction of those extra fats, not just melting of those tyres accumulated around our waists, but it is also about getting a better persona.

Lets see how:

Oven baked chips cuts on the unhealthy fats & boosts your cardiovascular health. Has abundant fibers, which lowers your blood cholesterol and controls your blood sugar levels. Serve as a source of iron, which activates enzymes needed to support your metabolism. Boosts your intake of potassium, and controls your blood pressure levels.

Remember the resolution that you took last year? Resolution to be fit, to eat healthy, to get those heads turn!!

BAKOS Affordable option to all health conscious people.

It is what you always wanted, a healthy tasty snack to keep yourself fit, while you satiate your cravings happily. Because the munching sound should not hinder your dreams to be fit!

Context: A print ad for KFC that the fast food chain can use to tackle the competition it will face from the recently launched Burger King.

The tag line is inspired by an English song-: RAP GOD, and in straight away context to BURGER KING as burger king think they are king in fast food chain but GOD of fried chicken is KFC.Images speak for itself, the combination of boiling oil and chicken gives you fried chicken and rest logo and background combination is inspired by past years print ad by KFC.

Written and Designed by Tarun Narula, DSE

Written and Designed by Team Lemonade, IMI Delhi

Why be a KINGWhen you can be GOD

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Brand.I | February 2015

Mba (International Business)Faculty Of Commerce And Business

Delhi School Of EconomicsUniversity Of Delhi, Delhi-110007

[email protected]

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Brand.i Feb15