TVC Script

VISUALS: (a working class male jogging in a park, to his way home, reaches home perspiring heavily with a towel wrapped around his neck he opens the fridge filled with Sikkim supreme products, orange splashes in water once he puts the bottle to his mouth and takes a gulp )

VISUALS: Orange orchards/

father reading newspaper in breakfast table with the bottles on the table. Son and father toast to the squash on the glass and drink.

VISUALS: mother/wife another room picks the Sikkim supreme gift pack puts it to their suitcase/bag/ satchel and close it slowly. On a table beside the bag, a photo frame of family members or friends .A photo with a foreign background.

Opt 1VOICE: you always have more than one gift to carry when you cross sikkim borders / to meet your loved ones far far away. The Kosloli. Har kosoli ma tapai / SIkkimZalkincha, Har kosoli ma sikkim superme zalkincha.Opt 2 Voice:-you always have more than one gift to carry when its an occasion to celebrate of your friends and relatives. The Kosloli. Har kosoli ma tapai/Sikkim Zalkincha, Har kosoli ma Sikkim Superme zalkincha

VISUALS: Flex and splash thing with Sikkim supreme

VISUALS: Sikkim supreme miscellaneous and landscapes.

…from the gardens of nature

…from the gardens of nature

JAM Label Script: A normal person with a sticker in his hand..with two unlabeledBottles of jam..He taste the first jam..no reaction. He tastes the other jam.. Brings a smile to his face and gives a thums up..And paste the Sikkim Supreme Label.VO: Sikkim Supreme..From the gardens of Nature

VOICE: If health is your priority and a better drink you deserve, its time to squash your thirsty body and mind with the squashes and the passion fruit juice. our very own thirst expertise.

SCENE 2VOICE: organic is the lingo in organic sikkim . For a healthy family needs an organic drink to toast for your good health

in packages, we give you the traditional flavours from …….the gardens of nature

we are called and known as Sikkim Supreme…..from the gardens of nature.

Appointing an advertising agency on a monthly retaineer.

The responsibility of the Agency will be as follows:To create all communication and promotional

materials in co-ordination with the marketing team.

TO provide solutions for making the brand inpact to the consumers in Sikkim and beyond

To stratezise and aid Sikkim supreme in all aspects of the marketing plan.

VISUALS: mother/wife another room picks the Sikkim supreme gift pack puts it to their suitcase/bag/satchel and close it slowly. On a table beside the bag, a photo frame of family members or friends .A photo with a foreign background.

…from the gardens of nature

To have a positive impact of the brand in the mind of Sikkimese consumers.

To change the brand consumption habit. From a oldie consumers to the youth consumers.

To have a metro feel in all aspects of communications

To increase the sales by …………

Heritage Brand since 1950s Re-launched the brand this April 2010. TVC Focused on juice category( Taste+

health+ Organic) Established the promise..from the

gardens of nature Awareness buildup exercise carried in

Radio & TV

Stagnant preference Declining purchase intent even

within core Core buyers not the natural

users of category New users not coming in

Sikkim Supreme juicesSquash, Passion. Pineapple, leh berry

Sikkim Supreme Pickels Sikkim Supreme Jams Sikkim Supreme Ketchup Sikkim Supreme other products Sikkim Supreme ko Kosheli

From Functional special

From Boring exciting

There is a need to Shift perceptions

Enhance imageryConnect with the consumers

To keep the Sikkim Supreme brand

presence alive in the mind of the consumers.

Strengths1.Heritage brand2.Presence in various category3.From an organic State4.Made in Sikkim5.Has a unique/pleasant taste

Weakness:1.Brand awareness less2.Struggling in Sikkim Market3.No presence outside Sikkim4.Standardization of Factory (new tech introduction)5.Distribution Network

Opportunity:1.Demand for Organic products both nationally & internationally2.Sikkimese love sikkim’s products3.Introduction of new kind of juices4.Can enter into energy & health juice segment

Threat:1.Lot of small juice companies in Sikkim2.Compete with national products

Advertising Task

Defend against competition Make the brand more relevant

amongst the desired TG Contemporize Imagery

Visual:- TV/Press (ATL) Hearing:-Radio/TV (ATL) Taste: BTL Smell : BTL

KoseliLeh

Berry

Pickels,Ketchu

p & Jams

Candy

Juices

Category & Communication Segmentation

Juices Pickels Jams Ketchup

Candies Koseli

Ready to drink (Youngster) Age: 14-25

Working class & housewives

Working Class & children

Housewives & Working Class

Women. Girls

Working class & adults

Adults & working class (25 onwards)