Ad Strategy Assignment

Category: Wafers/Chips
Abhijith Shetty
Arnab Mukherjee
Charu Chopra
 ALIVA

Rational SPICY, YET HEALTHY

Emotional NAUGHTINESS

Self-expression HEALTH CONSCIOUS /

UNCOMPROMISING
TASTE

TG Young , URBAN,
WORKING adults

Tonality URBAN, UPPER CLASS,

WESTERN

Reason to believe INGREDIENTS – DAAL,

WHEAT
 KURKURE

Rational WHOLESOME AND

SPICY
Emotional UNITING FAMILY

Self-expression COMPASSIONATE,
FAMILY ORIENTED

TG INDIAN FAMILIES
(TRADITIONAL) -
JOINT
Tonality HUMOUR / TEDHA PAR
MERA HAIN

Reason to believe INGREDIENTS THAT

MAKE IT SPICY AND
WHOLESOME
 Monaco SMART CHIPS

Rational STAY FIT

Emotional FEAR – OF GETTING

FAT

Self-expression SMART CHOOSER

TG EVERYBODY WHO
EATS ANY OTHER
CHIPS
Tonality FAST PACED, URBAN
SETTING

Reason to believe PROCESS (NOT FRIED),

AAMIR KHAN
 BINGO

Rational VERY VERY HOT

Emotional ----------------------

Self-expression -----------------------

TG YOUTH URBAN

Tonality HUMOUR , FLIRTY,

EXAGERRATION

Reason to believe RED CHILLIES

 Parle HIPPO Chips

Rational ELIMINATING HUNGER

Emotional “PYAAR BANTTE

CHALO”

Self-expression EAT HIPPO ANDBRING

PEACE TO THE
WORLD

TG EVERYBODY

Tonality HUMOUR / HYPER

EXAGGERATION

Reason to believe -----