THE INDIAN INSTITUTE OF PLANNING AND MANAGEMENT

GURGAON

Advertisement Project

Submitted to: - Submitted by:-

Prof. Ashish Kumar Mishra Ashok Mehrotra

Nishant Mittal

Saurabh Shukla

Vivek Dwivedi

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Table of Contents

Advertising…………………………………………………………3

Industry snapshot……………………………………………………………..5

Nature of the industry………………………………………………………...7

Media…………………………………………………………………………9

Client Profile

Vodafone……………………………………………………………………12

Historical Milestones……………………………………………………….13

Products and Services………………………………………………………14

Market Share………………………………………………………………..15

SWOT Analysis…………………………………………………………….16

Competitors Analysis………………………………………………………17

Agency Profile

Ogilvy and Mather………………………………………………………….18

Network and Key people…………………………………………………...19

Services………………………………………………………………………20

Major Clients’ List……………………………………………….................21

Creative Brief………………………………………………………………..22

Our Interpretation of the Creative Brief……………………………………25

Conclusion…………………………………………………………………..28

Bibliography………………………………………………………………….29

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ACKNOWLEDGEMENT

It gives us great pleasure to express our deep sense of gratitude to Mr. Ashish Kumar

Mishra without whose patient guidance and constant encouragement this study would not

have come to its present form. We are sincerely thankful to him for permitting us to work

on a topic of special interest to us for study. We owe him a debt of gratitude for

constructive criticism from time to time during the course of these investigations.

We are also thankful to Ms. Urvashi Bora, Account Supervisor,Ogilvy and Mather Pvt.

Ltd. Who gave us her invaluable and unconditional support. Ms. Urvashi’s contribution

to this report was undeniably very essential and we thank her for that.

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Advertising

Advertising, generally speaking, is the promotion of goods, services, companies and

ideas, usually performed by an identified sponsor. Marketers see advertising as part of an

overall promotional strategy. Other components of the promotional mix include publicity,

public relations, personal selling, and sales promotion.

Advertising involves the process where in a massage is designed so as to promote a

product, a thought, an idea or even a service. The concept of advertising has assumed a

dynamic form with the use of the various mediums of communication. From the

newspaper, magazines, posters, neon and fluorescent signboards, billboards to the

commercial on TV, laser shows to inflated high-rise figures and objects, advertising has

come a long way. The work is formidable as it spearheads a process intended to attract,

modify, change and influences public opinion.

From the local business to multinational firm and all need to advertise. While politicians,

social organizations, government special groups need to advertise their motto, national

airlines, auto mobile manufactures, food and consumer goods manufacturers have to

reach the consumer. Specialist products and services are often advertised through trade

magazines and exhibitions. Lately mail-shots, handbill circulation, special offers have

become very popular. There are still other ways of advertising. There are window

displays, display on telephone directories, transit sign on buses, lamp posters, banners,

etc. Advertising through the electronic media has been perhaps the most popular medium.

Advertising, as an effective medium, uses a variety of techniques to create effective

advertisements. A basic appeal is at the heart of advertising. Slogans and product

characters are created to catch the attention of the viewers. Most winning advertisements

would encompass factual information with emotional appeal. The advertising industry

has three major sectors.

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Business or organization which wishes to advertise,

Media which provides the medium for advertising and

Ad-agency which creates the ad to suit the need of the firm.

Ad agencies vary in the size and turnover. Nevertheless the process of creating an ad

remains the same. The annual expenditure on the advertising has been to the tune of Rs

8000 crores and the figure could be higher. USA has projected media spending on

advertising on the net to approximately $7700 by the turn of the century. The scope for

advertising professionals certainly shows an upward trend.

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Industry Snapshot

According the Advertising Age's 2010 Agency Report, the world's six largest advertising

agencies accounted for over 65 percent of $109.28 billion spent on advertising worldwide

in 2010. But the advertising industry has suffered during the first years of the 2000s. The

economy decline prior to and exacerbated by the terrorist attacks of September 11, 2001

has been sustained by the ongoing conflict with Iraq. As an indicator of the softened

demand for advertising services, advertising agency employment fell to just over 180,000

in December 2002, down from an average employment of 194,400 in 2001 and 182,400

in 2002, representing the largest decline since 1991.

Advertising agencies are primarily responsible for two functions. The first is the

production of advertising materials in the form of written copy, art, graphics, audio, and

video. The second is the strategic placement of the finished creative product in various

media outlets, such as periodicals, newspapers, radio, and television.

Advertising agencies can be found throughout the United States, with the greatest

percentage located in large cities. Many have headquarters in New York and field offices

in Chicago, Los Angeles, San Francisco, Atlanta, Detroit, and other major areas of

commerce in order to be close to clients.

Although the larger agencies are more frequently mentioned in the media and in trade

publications, the industry is actually predominately comprised of smaller agencies, many

with only one or two principals. Industry observers credit lower overhead, diversified

services, willingness to accommodate change, and an entrepreneurial attitude for the

success of smaller, boutique agencies.

As many clients have begun to focus on a variety of forms of marketing communications,

advertising agencies have had to look beyond conventional media-based advertising.

Advertising budgets reflect this shift, with additional dollars being earmarked for point-

of-sale promotions, public relations, and a major entry into the media mix—the Internet.

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Changing demographics and a savvy American consumer were the driving forces behind

these alternative forms of marketing communications.

Some industry leaders have projected that advertising agencies will need to augment their

primary line of work and change their longstanding compensation system based on

commissions. Realizing the need for "integrated marketing services," many agencies have

responded by offering public relations, direct mail, promotional, and Internet services.

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Nature of the Industry

Firms in the advertising and public relations services industry prepare advertisements for

other companies and organizations and design campaigns to promote the interests and

image of their clients. This industry also includes media representatives—firms that sell

advertising space for publications, radio, television, and the Internet; display advertisers

—businesses engaged in creating and designing public display ads for use in shopping

malls, on billboards, or in similar media; and direct mail advertisers. A firm that

purchases advertising time (or space) from media outlets, thereafter reselling it to

advertising agencies or individual companies directly, is considered a media buying

agency. Divisions of companies that produce and place their own advertising are not

considered part of this industry.

Most advertising firms specialize in a particular market niche. Some companies produce

and solicit outdoor advertising, such as billboards and electric displays. Others place ads

in buses, subways, taxis, airports, and bus terminals. A small number of firms produce

aerial advertising, while others distribute circulars, handbills, and free samples.

Groups within agencies have been created to serve their clients’ electronic advertising

needs on the Internet. Online advertisements link users to a company’s or product’s Web

site, where information such as new product announcements, contests, and product

catalogs appears, and from which purchases may be made.

Some firms are not involved in the creation of ads at all; instead, they sell advertising

time or space on radio and television stations or in publications. Because these firms do

not produce advertising, their staffs are mostly sales workers.

Companies often look to advertising as a way of boosting sales by increasing the public’s

exposure to a product or service. Most companies do not have the staff with the necessary

skills or experience to create effective advertisements; furthermore, many advertising

campaigns are temporary, so employers would have difficulty maintaining their own

advertising staff. Instead, companies commonly solicit bids from ad agencies to develop

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advertising for them. Next, ad agencies offering their services to the company often make

presentations. After winning an account, various departments within an agency—such as

creative, production, media, and research—work together to meet the client’s goal of

increasing sales.

Widespread public relations services firms can influence how businesses, governments,

and institutions make decisions. Often working behind the scenes, these firms have a

variety of functions. In general, firms in public relations services advise and implement

public exposure strategies. Firms in public relations services offer one or more resources

that clients cannot provide themselves. Usually this resource is expertise in the form of

knowledge, experience, special skills, or creativity; but sometimes the resource is time or

personnel that the client cannot spare. Clients of public relations firms include all types of

businesses, institutions, trades, and public interest groups, and even high-profile

individuals. Clients are large and small for-profit firms in the private sector; State, local,

or Federal Governments; hospitals, universities, unions, and trade groups; and foreign

governments or businesses.

In an effort to attract and maintain clients, advertising and public relations services

agencies are diversifying their services, offering advertising as well as public relations,

sales, marketing, and interactive media services. Advertising and public relations service

firms have found that highly creative work is particularly suitable for their services,

resulting in a better product and increasing their clients' profitability.

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Media

Commercial advertising media can include wall paintings, billboards , street furniture

components, printed flyers, radio, cinema and television ads, web banners, web popups,

skywriting, bus stop benches, magazines, newspapers, town criers, sides of buses, taxicab

doors and roof mounts, musical stage shows, subway platforms and trains, elastic bands

on disposable diapers, stickers on apples in supermarkets, the opening section of

streaming audio and video, and the backs of event tickets and supermarket receipts. Any

place an "identified" sponsor pays to deliver their message through a medium is

advertising.

Covert advertising embedded in other entertainment media is known as product

placement. A more recent version of this is advertising in film, by having a main

character use an item or other of a definite brand - an example is in the movie Minority

Report, where Tom Cruise's character Tom Anderton owns a computer with the Nokia

logo clearly written in the top corner, or his watch engraved with the Bulgari logo.

The TV commercial is generally considered the most effective mass-market advertising

format and this is reflected by the high prices TV networks charge for commercial airtime

during popular TV events.

Virtual advertisements may be inserted into regular television programming through

computer graphics. It is typically inserted into otherwise blank backdrops or used to

replace local billboards that are not relevant to the remote broadcast audience. More

controversially, virtual billboards may be inserted into the background where none

existing in real-life. Virtual product placement is also possible. Increasingly, other

mediums such as those discussed below are overtaking television due to a shift towards

consumer's usage of the Internet.

Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based

advertising space are dependent on the "relevance" of the surrounding web content and

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the traffic that the website receives. E-mail advertising is another recent phenomenon.

Unsolicited bulk E-mail advertising is known as "spam".

Profile of major advertising mediums

MEDIUM ADVANTAGES LIMITATIONS

Newspapers Flexibility; timeliness; good local

market coverage; broad acceptance;

high believability.

Short life; poor reproduction

quality; small pass along

audience.

Television Combines sight, sound and motion;

appealing to the senses; high attention;

high reach.

High absolute cost, high clutter,

fleeting exposure, less audience

selectivity

Direct mail Audience selectivity, flexibility, no ad

competition within the same medium,

personalization.

Relatively high cost, junk mail

image.

Radio Mass use, high geographical and

demographic selectivity; low cost.

Audio presentation only; lower

attention than television; non

standardized rate structure;

fleeting exposure.

Magazines High geographical and demographic

selectivity; credibility and prestige; high

quality reproduction, long life; good

pass-along readership.

Long ad purchase lead time; some

waste circulation; no guarantee of

position.

Outdoor Flexibility; high repeat exposure; low

cost; low competition.

Limited audience selectivity;

creative limitation.

Brouchers Flexibility; full control; can dramatize

message.

Overproduction could lead to run

away costs.

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Client Profile

Introduction of Vodafone

Vodafone Group Plc (LSE: VOD, NASDAQ: VOD) is a British multinational

telecommunications company headquartered in London, United Kingdom. It is the

world's second-largest mobile telecommunications company measured by both

subscribers and 2011 revenues (in each case behind China Mobile), and had 439 million

subscribers as of December 2011. In the same way Vodafone Essar is one of the leading

telecom service providers in India serving more than 45 million customers who are

located in different parts of the country.

Vodafone is a world leader in providing a wide range of communications services,

including voice calls, internet access, text, picture and video messaging, and other data

services. It has significant presence in Europe, the Middle East, Africa, Asia Pacific and

the United States through the Company's subsidiary undertakings, joint ventures,

associated undertakings & investment. It currently has operations in 31 countries and

partner networks in a further 40 countries. Based on subscribers, it is the world's second

largest mobile phone operator behind China Mobile and over Telefonica; with over 477

million subscribers in 31 markets across 5 continents as of 2011.The Group's mobile

subsidiaries operate under the brand name 'Vodafone'. In the United States the Group's

associated undertaking operates as Verizon Wireless. It has a market value of about £91.2

billion in November 2011.

The name Vodafone comes from Voice datafone, chosen by the company to "reflect the

provision of voice and data services over mobile phones.”

Historical Milestones12

Vodafone was formed in 1983 as a joint venture between Racal Electronics (UK

Electronic Firm) and Millicom ( A US telecom Company)

It was granted one of two mobile phone licenses in the UK and launched its

service as a subsidiary company of Racal Electronic Plc in 1984 in Newbury,

London.

Vodafone is the first cellular network launch in the UK. It was floated in the

stock exchange in October 1988.

1991 - Separated from Racal Electronics to become Vodafone group.

The first digital (GSM) mobile phone service was launched in the UK by

Vodafone in 1993.

In 1999 Vodafone became second largest company in the FTSE 100.

1999- Entered in US market by taking over Air Touch Communications,

producing a new company, Vodafone Air touch plc.

2002: Introduced Vodafone Live.

2004: Commercially launched its 3G services in Europe

2005: Launched fixed mobile convergence product in Germany called Zuhause.

2006: Sold its Japanese unit to Softbank and Swedish unit to Telenor.

2007: Acquired controlling interest Hutchison Essar Limited in India; acquired

Tele2 fixed line operations in Italy and Spain.

Mission Statement-

“The Vodafone mission is to be the communications leader in an increasingly connected

world – enriching customers’ lives, helping individuals, businesses and communities is

more connected by delivering their total communication needs.”

Products and Services

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Market Share of the Indian telecom players

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As you can see, Bharti Airtel and Vodafone top the list with 27.26% and 23.63%

Market Shares. Vodafone, however, grew at a faster rate, with an increase of 1.50%

compared to Airtel’s increase of 1.27%. Idea Cellular seems to have an idea of what they

are doing and they narrowly trump over state run BSNL for 3rd place.

While every provider will have some hiccups, a general standard of superior network

coverage, better plans and easy availability have ensured both Airtel and Vodafone

have a comfortable lead, and no one seems close to catching up with them.

What remains to be seen is if one of them becomes the obvious leader and grabs a

significantly larger share of the pie than the other. With 598779674 customers up for

grabs, it is anyone’s game! (The total no. of GSM and CDMA subscribers in India is 59,

87, 79, 674).

SWOT Analysis of Vodafone

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Strengths

Vodafone's strength is its global scale. Vodafone is the Most Trusted Service Brand in India. Diversified geographical portfolio with strong mobile telecommunications

operations in Europe, the Middle East, Africa, Asia Pacific and to some extent the US

Highly Sophisticated network infrastructure Leading presence in emerging markets such as India Large customer base

Weaknesses

Negative return on assets (ROA) underperform key competitors like AT&T, BT Group, Deutsche Telecom 

US business not nearly as strong as European/rest of the world operations

80% of its business is generate in Europe

Opportunities

Diversification Takeover of O2 or T-Mobile

Threats

Highly competitive market Still lags behind major competitors in the US Extremely high penetration rates in key European markets European Union regulation on cross-border cell phone usage by customers Expansion and Europe concentration vulnerable to EU recessionary situation

Competitive Analysis (Positioning Strategy)

Vodafone

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• Vodafone has veered towards warmth and emotions.

• Vodafone used the powerful visual imagery of a dog and the ZooZoo.

• They are targeting middle class person as their target audience.

• It can be justified by their product like chota recharge.

Airtel

• Airtel is focused on functionally and efficiency.

• Airtel choose to use music, which is not nearly as effective.

• A group or class of persons enjoying superior intellectual or social or economic

status

• Up market professionals

Ogilvy & Mather India

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Overview

Founded in 1928, they were the first advertising agency in India. 76 years hence, they

continue to relentlessly pursue their passion for building and nurturing, enduring brands.

Over the years they have helped create some of India's most successful brands like Asian

Paints, Cadbury, Fevicol among them, and in recent times- Perfetti, Hutch, Close Up and

many more.

A power brand in itself, Ogilvy & Mather is acknowledged as the leading

communications agency in the country today. Their defining quality is their firm belief in

the value of brands and the important role they play in consumers' lives. The business of

building brands is conducted through a proprietary way of thinking and working; what

they call 360 Degree Brand Stewardship.

As pioneers of integrated communication initiatives in the country, they consistently

deliver on our overall promise of 360 Degree Stewardship through their business units

that encompass Ogilvy & Mather Advertising, OgilvyOne, Ogilvy Activation and Ogilvy

Public Relations.

Network

O & M advertising agency is a part of Ogilvy & Mather Worldwide, one of the largest

marketing communication networks in the world. The network services more Fortune

Global 500 companies in five or more countries than any other agency.

As Brand Stewards, they combine local know-how with a worldwide network, to

leverage the brands of their multinational clients. They create powerful campaigns that

address local market needs while reinforcing the same universal brand identity. The

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hallmark of their brand-building capabilities is their balance of global and local brands.

Their local clients keep them in tune with local market nuances, which is critical for the

success of their multinational accounts.

Ogilvy is a part of the WPP group, one of the world's leading communications services

groups. Major brands include J. Walter Thompson, Ogilvy & Mather, Young & Rubicam,

MindShare, Mediaedge:cia, Millward Brown, OgilvyOne, Wunderman, Hill & Knowlton,

Ogilvy Public Relations, Burson-Marsteller, Grey Global Group, Cohn & Wolfe,

CommonHealth, Enterprise IG and Landor, among others. Their specialist skills include

advertising, media investment management, information, insight & consultancy, public

relations & public affairs, branding & identity, healthcare, communications, direct,

promotion & relationship marketing and specialist communications.

Key people

Piyush Pandey is the Executive Chairman & National Creative Director, India & South

Asia.

Services offered

Television promotion

Print ad

Websites & Web banners

Email marketing

Public relation

Radio

Direct marketing

Promotion

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Telemarketing

Outdoor

Packaging

Major Clients

IDBI Mutual Fund (Mutual fund);

SBI Mutual Fund(Mutual Fund);

J K Tyres (Tyres);

Pantaloon Fashion India Ltd. (Garments);

Asian Paints,

Cadbury,

Pidilite Industries Ltd. (Fevicol)

Louis Philippe (corporate);

TVS Suzuki (corporate): 20

Tata Telservices (corporate),

Tata Communications Ltd (corporate);

Hindustan Lever Ltd (Brooke Bond, Lipton - tea and health);

Discovery Channel Inc (Discovery Channel - television channel);

ITC Ltd (corporate);

MIRC Electronics Ltd (Onida - television);

The Chase Manhattan Bank (corporate);

Birla 3M Ltd (Scotch Brite - cleaning aid);

J M Morgan Stanley (J M Morgan Stanley - investment bank);

Hero Honda Motors Ltd (bikes);

Castrol India Ltd (Castrol - lubricants);

Vodafone India;

CREATIVE BRIEF

Role of the Advertisement:

To create the awareness about the Hutch- Vodafone union and eradicate the brand identity crisis (The Pug ad)

To inform everyone about the newly launched VAS (Value Added Services)-ZooZoo ad

Target Audience:

Age-From a 5-year old boy to an 85-year old person

Sex-For each and everyone

Income group- Lower middle class and rural Indians

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U.S.P. of the brand:

Vodafone’s unique selling proposition is its Value Added Services.

Single Minded Proposition:

The best VAS services provider in the country.

Support: The ZooZoo campaign had considerable impact on the financials of the

company when compared to its competitors during a period which saw a slump in sales

revenue in the industry. This was due to price-wars among the existing players and the

entry of new competitors in the fray. At end of Q1, FY10 (see the fig, below) :

Vodafone India added 7.68 million more subscribers

Its  customer base increased by 3.8%

It reported an increase of 23% in revenue at constant exchange rates

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Source: www.medianama.com

Tone and Personality:

Overwhelmingly simple and entertaining yet very entertaining

Creative requirement : Print ads

Mandatory’s: Official logo and ad shots

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Our Interpretation of the creative brief

Ogilvy is handling the Vodafone’s account since 2009.Prior to that; they were also

handling the Hutchison-Essar account. They created the famous ads which featured the

pug and the girl and the beautiful boding they shared with the tagline-wherever you go,

our network follows. Pug was Hutch’s mascot since 2007 and became a household name

after the ads went on-air. The brand identity of Hutch grew manifolds.

The Pug they used in their ads for Hutch was to show the “loyalty” of dogs to the

mankind. They sent the message to the masses that Hutch is as loyal to its subscribers as

a dog to its owner, that their services are as reliable as of the dog.

When Vodafone acquired Hutch in 2007, they had this daunting task of creating the

awareness of this event in the masses. The event was obviously important for Vodafone’s

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arrival in the Indian Telecom fray. Ogilvy was given this task of handling this brand-

identity crisis. Now Ogilvy had to take care of the rebranding campaign of Vodafone.The

Pug once again came to the rescue and they created a series of ads featuring the

pug,sending the message that “Hutch is now Vodafone”.

The next task in hand was to attach the rural India with Vodafone. Ogilvy ,this time,

gave some much deserved rest to the pug and recalled the tried and tested veteran Irrfan

Khan,the Indian acting superstar but who doesn’t like a superstar.He gave the crowd his

witty one liners underlying the messages Vodafone tried to convey to the

audience.Crowd treated him like a king and he became more identifiable for his hutch-

vodafone ad appearances than his movie appearances in the audience.The ads were a treat

to watch and became superhits.

Then came the big moment which changed the Indian Advertisement landscape

forever.Vodafone was now planning to launch its already hugely popular (in Europe)

VAS (Value added services) in India and they wanted something unique to convey their

message to the audience. Ogilvy then came up with a creature who is, to this date, the

greatest mythical character to ever come out of the advertising world-The ZooZoo.

The ZooZoos were a combination of real and virtual personalities. ZooZoo was a semi

alien semi-human character living in an earth-like place (lot of which is left to the

viewer's imagination).These were very simple beings who were very expressive. They

laughed aloud, cried loud and had a child like simplicity around them. They

communicated among themselves in an alien-like language.

ZooZoos connected themselves with the audience instantly and brilliantly. They were the

most welcomed creature in the advertisement planet.They were loved by the kids and

elders alike just what the Vodafone imagined.They wanted to target an audience which

comprised a 4-year old and an 85-year old at the same place.

30 ads were made by Ogilvy featuring zoozoo with its friends, conveying the message

about the launching of VAS services offered by the Vodafone.25 ads went on-air,the

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duration of them varied between 5-10 seconds. The Cost of filming those ads stood

around approx.30 million Rs. and the shoot took 20 days to take place in South

Africa.Local theatre artists were used to portray the characters of ZooZoos.

The idea of the ZooZoo was the brainchild of Mr.Rajeev Roy,the executive creative

director of Ogilvy India. The ads were produced by Mr.Prakash Verma of Banglore based

Nirvana Productions in association with Platypus Producations, a local studio in South

Africa.

There was a fundamental difference between the advertising strategies used by the

Vodafone at the times.The characters they used to convey their messages to the audiences

were different.While Pug was a mascot and often used as one, the ZooZoo was more of a

personality just like us.They were both celebrated but the ZooZoo created frenzy across

the nation. Many fan clubs on various social networking websites are dedicated to this

strange-looking creature. Moreover, by creating a creature like ZooZoo, Ogilvy once

again showed the advertisement world why they are still the big boss of the global

advertisement space.

The ZooZoo advertisements were indeed clutter-breaking and they reinforced the

following:

Low cost advertisements can make good impact

Concept and content are most important

Expensive brand ambassadors are not a necessity

The advertisements should relate to the common man

The message conveyed should be kept simple

A well-crafted campaign can be accentuated through massive viral marketing

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Conclusion

In today’s world which is fast moving & dynamic, people’s wants, need and desires are

changing; it’s very important to know them and give them what they want. This is the

main objective of advertising where ad agency plays major role in market research,

making of creative, launching it in the market, taking the feedback of consumer and

making any product famous and acceptable among consumers. Ad agencies are playing

an important role in shaping present and future of not just selected brand but of entire

company.

There is no one -- sure-fire -- best way to advertise your product or service. It is

important to explore the various advertising media and select those which will most

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effectively convey your message to your customers in a cost-efficient manner. Always

remember, advertising is an investment in the future of your business.

Bibliography

Websites

www.magindia.com

www.ogilvyindia.com

www.afaqs.com

www.adage.com

http://en.wikipedia.org/vodafone

http://en.wikipedia.org/ogilvyandmather

www.aaaindia.org

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