Amul - Diwali TVC

 

Amul Diwali TV Commercial

By: Parth Gupta

Campaign: TV commercial for AMUL showcasing how families show support and care for their

domestic help this Diwali season.

Brand: AMUL(Anand Milk Union Ltd)

Target Product: AMUL range of products used in making sweets(Ghee, Mithai Mate, Milk)

Target Group: The target group is mainly middle-aged married couples, 25- 45 years old located in the urban and semi-urban parts of India.

TVC Brief:

The campaign will feature a family with a married couple living with their parents and kids. Diwali is around the corner and the featured family prepares sweets using various Amul products like milk, ghee, mithai mate. Sounds quite normal right, but the change here is that the featured family not only making sweets for their family instead is making sweets for their domestic help (maids, guards, other domestic help) who are probably not able to go to their homes and unable to celebrate Diwali with their families.

The featured family also promotes their kids to share and celebrate the auspicious festival of Diwali with them especially because they were the worst hit because of this pandemic situation. This promotes the AMUL products as a way of spreading happiness not only amongst the family but spreading it with others who help us. This also intends to promote a social message of spreading love and happiness in society.

Tagline: 

“Ye Diwali unke saath manaye jo apne hai

aur unke saath bhi jo apno ka khayal rakte hai”

OR

“ ye Diwali unke naam jo rakhe apka khayal subha-shaam”

OR

Aao is Diwali kch naya kare, kch naik kre, sab milke kre

32. SURYA ROSHNI

Brand -Surya Roshni

  

Brand Idea - Lightning Lives of People in darkness. The campaign is to be launched on occasion of Diwali - the festival of lights

Task  - To make the brand synomous with light,joy and happiness. The campaign would also be a CSR initiative.

IDEA

Surya Roshni should take an initiative where in certain selected villages from Rural India are chosen to put up Street light lamps running on Solar Power on occasion on Diwali. The company is gifting them light in their village on  festival of lights, and lightning their liver forever.

The Tagline

"AB DIWALI PURA SAAL"
(Now Diwali the entire year)

31. Josh Mobile

We got a mail recently from a Senior Marketing Executive from Josh Mobile, asking for a Promotion Idea for their brand on the occassion of Diwali. The time frame has been very short ,but we still have come up with a Small Creative Idea for Outdoor/Print.

Brand - JOSH Mobile

  

Brand Idea - " Diwali ka Asli Patakha" ( Diwali's Real Cracker/Bomb)

TG - Lower Middle Class

Task  - Designing a campaign for Diwali for Marketing and Promotion for the Josh Mobile. The campaign will show that the person who has a Josh Mobile Handset is the Real Hero and a Star.

Stimulus - 1) Diwali Discounts on Mobile Sets

                  2) Bundle Packaged Offers

Response - 1) Brand building of a newly launched mobile handset .

                   2) Increase in sales during and post Diwali

Medium - Print/Outdoor

Discoveries -Taking in view the TG, the message has to be very simple and straight. Major aspirations are same even across TG's. The aspiration to be Cool, to be a star and to be seen by the peers as a Trendsetter. The idea has been blended with Diwali showcasing the the mobile user as the real attraction of Diwali.

CREATIVE IDEA

" In the Middle stands the STAR and HERO of the idea , holding a Josh Mobile Phone in his Hand. A glowing lamp shines on the screen of his handset. 

On both sides of our Hero stands six Beautiful Girls, with body language subtly showing attraction towards our Hero. All the girls hold Diwali lamps in their hands"

 The slogan beneath says :

"DIWALI KA ASLI PATAKHA"

Josh Mobile