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MARCOM, The Marketing Cell

FEBRUARY 2015

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Brand.I | February 2015

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

editorial team

about
marcom

Brand.i

MBA (International Business)

Faculty of Commerce and Business
Delhi School of Economics
University of Delhi

Raunaq Kalia
Batch of 2015

Deepak Mann
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/

Feedback, suggestions, complaints, appreciation and brickbats at welcome. Do write to us at marcom@
mibdu.org
Disclaimer:
This magazine does not reflect the views of MARCOM, MBA(IB) or DSE they belong to the fabulous
individuals
who contribute to it.
The images have been used for a non-commercial purpose and are proprietary content of the owners
Brand.I | February 2015

Batch of 2016

Saumya Sadana

Batch of 2015

Anshul Jain

Batch of 2016

Navin Sharshar

Batch of 2016

Batch of 2016

Chirag Mahajan

Batch of 2015

Parull Sharma

Brand.I | February 2015

contents
1
2
3
4

Brand.I | February 2015

Are you Contented yet?

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

Brand Exchange
The stock exchange for brands

Selfie Marketing
The billion dollar madness

YouTube and Video Marketing

Ad worlds new fetish?

13

Brand Engagement
Techniques and scope

Brand Voyage
The World Cup Journey of Team India

17

20

Brand.u
Brand Personality Depiction using Character
21
Sketch Modeling

Printacular
Print Adverts for Social Causes
Featured Adverts

25

Brand.I | February 2015

#1 Are you

'Content'ed
yet?

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

by

Saumya Sadana
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
today
What 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

Brand.I | February 2015

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.
Brand.I | February 2015

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.

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 smartphone 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.

Help, dont sell;

talk, dont yell;
show, dont tell.

Brand.I | February 2015

Brand.I | February 2015

#2

Brand

Exchange

The 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 budgetconscious 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

Brand.I | February 2015

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.

Brand.I | February 2015

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.

Brand.I | February 2015

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.

Brand.I | February 2015

#3

selfie

marketing
The billion dollar madness
by

Deepak Mann

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.

Brand.I | February 2015

Brand.I | February 2015

10

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
Brand.I
| FebruaryVodafones
2015
reward
money.
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.

Brand.I | February 2015

#4 Y o

uTube
and

Video Marketing
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.

Brand.I | February 2015

`
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.

Brand.I | February 2015

14

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.

1.

Welcome to Ilha de Calma Diu

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 attractions 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 Mumbai Mirror Ads but it is definitely serving its purpose.
15

Brand.I | February 2015

2.

The Odonil YouTube Campaign

I 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 Punjabi girl complains about the relatives of her in-laws and questions her decision to get married in this family. Why? Because they dont have Odonil in their bathroom. After searching 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 marketing online in 2015? Only time will tell but till then, I have some YouTubin to do!
Brand.I | February 2015

16

#5

Brand
Engagement
Techniques and scope
by

Anshul Jain
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 statement, 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.

Brand.I | February 2015

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 campaign 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, featuring a different customer enjoying the
product, along with their name, location
and unique story identified under the
photo.

Brand.I | February 2015

#6
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

19

Brand.I | February 2015

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 onthe-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.

Brand Voyage
Team Indias World Cup Journey with Technology
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 TataSkys 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.I | February 2015

20

Fun

#7

vipul

Brand.u

boylla
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 addedvalue 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.
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 possible characteristics he is able to relate with the
brand could be- loving, caring, concerned etc.

Brand.I | February 2015

Adventurous

Boy-next-door

Vibrant

Young

Dynamic

Brand.I | February 2015

Creative

sagar

Social

jain

k e s h av

Punctual

Sincere

sharma
Loyal

Cool

Professional

Sophisticated
Out-of-the-box

Trustworthy

Hardworking
Youthful

Brand.I | February 2015

Brand.I | February 2015

#8

3 Save the Children

We can't let this happen even one more
month.
Child labor is an epidemic affecting 13 million children in India under 14 year old.
Work for those being forced to work.

Printacular
Print ads are one of the oldest and effective ways of marketing. One might feel this mode of
advertising 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.

1 New Ark Mission of India

2 Children of the world (India) Trust

To 33.4% of the population in Karnataka,

garbage is fashion. Please donate your old
clothes.

Adopt a child, it will adapt to you.

4 Courage India

Light up your lungs: Courage India, a leading NGO, came up with a unique device
demonstrating the harm smoking can do.

Brand.I | February 2015

Brand.I | February 2015

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
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.

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
In our Ad the scissors signifies the necessary would help us to attain a position of a leader
in this industry.
cut that is required to craft the new style
statement & the new you. It not just cuts
Written and Designed by
the fashion anomalies but also the under
Team- Dedh Shayane , SCMHRD

Brand.I | February 2015

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 concept 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 premium 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 market 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 alternative, 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.
Written and Designed by
Team DesiSwag_IMT Ghaziabad
Brand.I | February 2015

28

Why be a KING
When you can be GOD

BAKOS Baked Banana Chips.

Lets see how:

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.

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.

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!

Remember the resolution that you took last

year? Resolution to be fit, to eat healthy, to
get those heads turn!!

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.
Brand.I | February 2015

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

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!
Written and Designed by
Team Lemonade, IMI Delhi

Brand.I | February 2015

30

Mba (International Business)

Faculty Of Commerce And Business
Delhi School Of Economics
University Of Delhi, Delhi-110007
marcom@mibdu.org
www.mibmhrod.com

Brand.I | February 2015