Advertisement Evaluation of Rasna Shake Up T V Commercial"

Ad Evaluation of Rasna Shake Up TVC
A
Summer Training
Project Report
On
“Advertisement
Evaluationof Rasna
ShakeUpTV
Commercial”
Submitted
On
July 20, 2004.
In Partial Fulfillment of the Award of

Master in Business Management
N. R. Institute of Business Management
Ahmedabad.
Prepared by:
PAYAL PARIKH
Acknowledgment
It gives me great pleasure to express my gratitude to all the esteemed

people who helped me in the preparation of this project which has been
a great learning experience.
I would like to thank Mr. Sachin Kamath and Mrs. Lakshmi Suresh for
giving me this opportunity to work on this project on ‘Advertisement
evaluation of Rasna Shake Up T V Commercial’ which has enabled me to
get an insight into the Advertisement Industry & also an opportunity to
study aspects such as vast contribution of advertisement on Sales and
Brand awareness.
I would also like to thank the whole Rasna team at Mudra - Mr. Saji
Mathews, Mr. Neeraj Hasija, Mr. Ronak Shah and Mr. Narayan Murthy
for providing me insight about the advertisement world and helping me
at each and every stage of my project.
I also would like to thank creative as well as administrative staff of

Mudra Communications for their support and cooperation.
Executive Synopsis
In 1980, Mudra started with a modest turnover of Rs.30 lakh in the first
year of operation. The first few years indicated a placid growth rate of
25%. From 1985 onwards, turnover accelerated at a furious pace.
This led to Mudra becoming the third largest agency in the country in a
short span of 9 years. Currently Mudra's turnover is in excess of Rs. 7
billion and the company continues to maintain a healthy growth rate.
The project report basically deals with the evaluation of the Rasna
Shake Up T V Commercial. The evaluation is done on the basis of its
effectiveness in terms of
 Sales
 Emotional grounds
I have used the interrogation/communications study where the

researcher questions the by personal means. I have used two main
sources of data:
 Primary Source: in the form of questionnaires.
 Secondary Source: books, Internet, articles from newspapers,
magazines.
Our population consists of all the kids in the age group of 4-12 years.
And moms in the city of Ahmedabad, out of which the relevant
population will be those in SEC A, B, C. The sample size is taken 100
each-kids and moms.
The advertisement is successful in terms of sales of the product –

Rasna Shake Up. But it is more successful in terms of emotional
grounds. This is because of the baseline “Don’t B Seedha Sada”.
It is very popular among kids.
Today’s kids want themselves to different from the lot. Unlike earlier
days, they don’t want to be called Seedha Sada. And the agency,
understanding the kids’ mindset very well have selected this baseline
and very well targeted its audience.
The advertisement does not touch upon the nutritional attributes, but
mainly focuses on fun filled attributes in drinking milk.
Table of Contents
Chapter Subject Page

No. No.
1. Mudra 1
 Mudra – The Trend Setter 1
 Founder 1
 Growth Since 1980 2
 Awards 3
4
 Clients
5
 Collaborations
5
 Billings 6
 Key People
2. Advertising 7
 Introduction 7
 Advertising Classification 7
 Five Ms of Advertising 9
 Advertising Institutions 9
3. Advertisement Evaluation 10
 Introduction 10
 The Advertisement 12
Research Process
 EvaluatingAdvertising 13
Effectiveness
 Communication effect 13
Research 14
 Sales effect Research
4. Rasna 15
5. Market Research 16
 Research Objectives 16
 Project Planning 16
 Limitations 17
6. Research Methodology 18
 Formulating Research 18
Objective 18
 Sampling Design 19
 Research Design
7. Findings and Analysis 20

 Kids Questionnaire Findings 20
 Moms Questionnaire 33
Findings 47
 Story Board 51
 Analysis 51
51
• Idea of instant milk
52
shake
53
• The Retro Feel
• Music Equity
• Ogilvy’s Tips
8. Conclusion 54
 Summary and Conclusions
Appendices 56
 Kids Questionnaire 56
 Moms Questionnaire 60
Bibliography 64
MUDRA
“The relationship between a

manufacturer and his advertising
agency is almost as intimate as
the relationship between a
patient and his doctor.”
- David Ogilvy
Chapter 1: Mudra
Mudra – The Trend Setter
In an industry that sets trends, to be a trendsetter is no mean

achievement. Yet, in the 23 years of its existence, Mudra has set trend
after trend. To the extent that if it is something new, Mudra is
somewhere in the picture. Here are some. It was Mudra that first gave
India double spread colour ads ▪
It was Mudra that first sponsored commercial telecast of a

major sporting event with the India-West Indies series of 1983 ▪
It was Mudra that first branded a public issue, `Reliance

Khazana' ▪
It was Mudra that made India's first telefilm, `Janam' ▪
It was Mudra that gave Doordarshan `Rajani", the serial that

heralded a new consumer awareness in India ▪
It was Mudra that gave India its first academy for advertising
The Mudra Institute of Communications, MICA ▪
It was Mudra that gave India its first transnational agency,

Mudra International ▪
It is Mudra that gave India her first advertising archives, the

MAGIndia ▪
A Look Upon The Founder:

Shri A G Krishnamurthy’s teachers saw that their student would go

on
to make advertising history ▪
In ‘68, he joined Calico Mills in Ahmedabad and in ‘72, moved to their

advertising agency, Shilpi Advertising ▪ In ‘76 he moved to Reliance
Industries as their advertising manager ▪ Four years later, on 25th
March, 1980, he founded Mudra Communications ▪
This is where the story begins ▪

Shri Krishnamurthy started with 1 brand, Vimal ▪
The chain he set up today has a 125 links, a 125 clients ▪
In ‘91, he created the Mudra Institute of Communications, Ahmedabad

(MICA), the only advertising school of its kind in Asia ▪
A couple of years later came Mudra International, again the first time
an Indian agency had opened shop abroad ▪
In ‘95 Shri Krishnamurthy was nominated Advertising Person of the

Year by A&M, India’s leading marketing journal ▪
In ‘97, he was inducted into the Calcutta Ad Club’s Hall of Fame ▪
In ‘98, the British magazine ‘Media International’ nominated Shri

Krishnamurthy as one of the 25 key figures in the international
advertising industry ▪
In ‘99 he was awarded the AAAI-Premnarayen Award in recognition

of ‘his pioneering spirit and entrepreneurial vision’ ▪
After an eventful stint spanning 23 years as Chairman and Managing

Director of Mudra, Shri A G Krishnamurthy retired on 31st March
2003 ▪
Growth Since 1980:
In 1980, they had one client - Vimal ▪ And a 500sq.ft. office ▪ Their
objective was very simple ▪ To create the best contemporary
advertising ▪ Which they did ▪
It made the advertising fraternity sit up and take notice ▪
Which explains how nine years hence, Mudra was the largest Indian
advertising agency ▪ And today, 23 years hence, they have 125
clients nationwide ▪
And 3 agencies, 8 offices and 6 divisions in India ▪ And an equity
partnership with DDB Worldwide ▪ And a capitalised billing of Rs. 7.8

billion ▪ And a portfolio of some of India’s best brands ▪ And Agency
of the Year awards six times ▪
And here are a few words from their clients ▪
“If you’re looking for an agency that can be part of your own
team, that cannot be called an agency, but is a part of your
family. That treats your products as their product and
whose people will work as if they’re working in your
organisation, there’s only one agency. That is Mudra.”
-Piruz Khambatta, CMD
Rasna Enterprises Ltd.
“They’re completely involved in the brand. They take an

active role and see them as a partner.”
-Amit Jatia, MD
McDonald’s Hardcastle Restaurants.
And Did You Know About The Awards…
Mudra has collected many accolades over the years including the
"Agency of the Year" award for 6 years besides the induction of Shri
A.G.Krishnamurthy (Ex CMD) into the Calcutta Ad Club Hall of Fame;
his being chosen as the Ad Person of
the Year by A&M; his nomination as "one of the 25 key figures of the
international Ad Industry" in 1998 by British Magazine - Media
International; and the AAAI-Premnarayen Award in recognition of his
pioneering spirit and entrepreneurial vision
1993 | Total awards 55

Agency of the Year - A&M

Agency of the Year
- Bangalore Ad Club

Agency of the Year - A&M
Advertising Person of the Year
(A.G.Krishnamurthy) - A&M

Agency of the Year
- Calcutta Ad Club

Agency of the Year - The Pioneer
Hall of Fame (A.G.Krishnamurthy)
- Calcutta Ad Club

The British magazine "Media International" nominated
A.G.Krishnamurthy
One of the 25 key figures of the international advertising industry

Agency of the Year
- Delhi Ad Club
AAAI - Premnarayen Award
(A.G. Krishnamurthy)
in recognition of his pioneering spirit and entrepreneurial vision
2000 | Total awards 72 (36 Awards of MAG)

Creativity 31, USA (7 Gold Awards)
2003 | Total awards 41 (1 Award of MAG)

New York Films (1)
ABBY Awards (2)
AAAI (5)
Chennai Ad Club (4)
Cochin Ad Club (7)
Creative Awards
884 awards till date
Updated on 5 June, 2003
Whom Do They Serve…
Mudra started with one client, Vimal in 1980. today Mudra handles 120
brands nationwide. Some of the major clients include:
Ashok Leyland Balsara household

products
Cadila Dabur
Dainik Jagran Dhara
Fa Cosmetics Federal Bank
Godrej Consumer Products Harmony
Henkel Spic India Ltd. Hindustan Motors
Indian Express Indian Oil Corporation
Kinetic Motor LIC
Mitsubishi Lancer MTNL
National Geographic Cahnnel Nestle
Orient Fans Paras Pharma
Paragon Rubber Industries Ramdev Foods
Rasna Reliance Capital
Reliance Industries Reliance Infocom
Reliance Telecom Samsung
SBI Symphony
Waghbakri Orpat
Collaborations:
In 1988, they decided to collaborate with an international agency An

agency with the vision, experience and determination to set standards
for the profession That agency was DDB Worldwide, part of the
Omnicom Group
This affiliation gives them access to the best creative product, latest
information technology, media modelling, direct marketing and other
international advertising and marketing inputs
Billings:
In 1980, Mudra started with a modest turnover of Rs.30 lakh in the first
year of operation The first few years indicated a placid growth rate of
25% From 1985 onwards, turnover accelerated at a furious pace
This led to Mudra becoming the third largest agency in the country in a
short span of 9 years Currently Mudra's turnover is in excess of Rs. 7
billion and the company continues to maintain a healthy growth rate
Key people:
Mr. Madhukar Kamath

Managing Director & CEO
Mudra Communications Pvt. Ltd.
Mr. Alan D’Souza

Executive Director & Head -Leadership, Learning and Change
Mr. R Lakshminarayanan
Executive Director - South &
Head - Total Branding
Mudra - Delhi
Mr. Hemant Misra
Mudra - Mumbai
Mr. Jude Fernandes
President
Mudra - South
Bangalore
Mr. S Radhakrishnan
Vice President
Mudra - Ahmedabad
Mr. Chandan Nath
ADVERTISING
“The cat sat on the mat” is not a

story. “The cat sat on
the dog’s mat,” now that’s a
story.
- Gerry Miller, creative
director, Dentsu.
Chapter 2: Advertising
Introduction:
Advertising is any paid form of nonpersonel presentation and

promotion of ideas, goods, or services by an identified sponsor.
Advertisers include not only business firms, but also museums,
charitable organizations, and government agencies that direct
messages to target publics. Ads are a cost-effective way to
disseminate messages, whether to build brand preference for Coca-
Cola or to educate people to avoid hard drugs.
Advertising is both art and science. The science of advertising is the

analytical part: setting goals, deciding strategy, choosing among
different creative styles. Some people call this step convergent
thinking because the process is to distill lots of information into the
core advertising strategy. But once the message strategy and the
broad creative approach have been determined, it is time to create the
actual advertising. And, this is a very different process. Here the best
approach is divergent thinking – letting loose with one’s imagination to
find the most creative, unexpected way to communicate that core
advertising message. This is not science but art.
Advertising Classifications:
 Product Advertising:
Most of the advertising expenditure is spent on product
advertising, i.e. advertising of new products, existing products
and revised products.
 Retail Advertising:
In contrast to product advertising, retail advertising is local and
focuses on the store where a variety of products can be
purchased or where a service is offered. Retail advertising
emphasizes price, availability, location, and hours of operation.
 Corporate advertising:
The focus of these advertisements is on establishing a corporate
identity or on winning the public over to he organization’s point
of view. Most corporate advertising is designed to create a

favorable image for a company and its products; however, image
advertising specifically denotes a corporate campaign that
highlights the superiority or desirable characteristics of the
sponsoring corporation.
 Business – to – business advertising:

This term relates to advertising that is directed to industrial
users (tires advertised to automobile manufacturers), resellers
(wholesalers and retailers), and professionals (such as lawyers
and accountants).
 Political Advertising:
Politicians to persuade people to vote for them often use political
advertising; therefore, it is an important part of the political
process.
 Directory Advertising:
People refer to directory advertising to find out how to buy a
product or service. The best known for of directory advertising is
the Yellow Pages, although today there are many different kinds
of directories that perform the same function.
 Direct Response Advertising:

Direct response advertising involves two-way communication
between the advertiser and the consumer. It can use any
advertising medium and the consumer can respond, often by
mail, telephone, or fax. More and more companies now allow the
consumer to respond online. The product is usually delivered to
the consumer by mail.
 Public Service Advertising:

Public service advertising is designed to operate in the public’s
interest and to promote public welfare. These advertisement are
created free of charge by the advertising professionals, and the
space and time are donated by the media.
The advertising objectives can be classified according to whether their

aim is to inform, persuade, remind, or reinforce.
 Informative advertising aims to create awareness and knowledge
of new products.
 Persuasive advertising aims to create liking, preference,
conviction, and purhase of a product or service.
 Reminder advertising aims to stimulate repeat purchase of
products and services.
 Reinforcement advertising aims to convince current purchasers

that they made the right choice.
Five major decisions or five Ms of advertising:
Mission: set advertising objectives.

Money: Establish a budget that takes into account stage in
product life cycle, market share and consumer base, competition
and clutter, advertising frequency, and product substitutability.
Message: Choose the advertising message, determine how the
message will be generated, evaluate alternative messages for
desirability, exclusiveness, and believability; and execute the
message with the most appropriate style, tone, words, and
format and in a socially responsible manner.
Media: Decide on the media by establishing the ad’s desired
reach, frequency, and impact and then choosing the media that
will deliver the desired results in terms of circulation, audience
and effective ad – exposed audience.
Measurement: Evaluate the communication and sales effects of
advertising.
Advertising Institutions:
There are four major advertising institutions namely: the advertiser,
the advertising agency, the media, and the research suppliers.
There are a wide variety of advertisers. Those who are classified as

national advertisers spend the largest share of advertising dollars. The
product type with which they are involved can also distinguish
advertisers: consumer packaged goods, consumer durables, retail
stores, or industrial products, for example.
In most cases, an advertising agency actually creates the

advertisements and makes the media-allocation decisions.
Media developments have dramatically influenced the thrust of

advertising through the years. The printing press made possible
newspapers and magazines, the major media before the advent of the
broadcast media, television and radio. Radio in 1922 and television ion
1948 provided a new dimension to advertising and sparked a period of
growth.
Modern advertising management is heavily involved with research, and

a sizable industry of research supplier firms has grown up to serve
the needs of advertisers, agencies, and the media. Today, over $1
billion is spent annually on marketing and advertising research and
specialized services associated with each of the major media.
ADVERTISEMENT
EVALUATION
If it doesn’t sell, it isn’t

creative.
- David Ogilvy
Chapter 3: Advertisement Evaluation
Introduction:
Trying to find out

Advertising can take up a lot of time, effort and money. It is an
expensive and serious process. Behind the campaign lies the need to
justify it before it begins and to justify it after it has appeared.
It is not sufficient to do advertising. For a professional and effective
result, it is necessary also to evaluate it. Did it work? And how did it
work? Were its objectives fulfilled? To what extent? And now what
remains to be done?
What to find out

The advertiser or the agency has to do two things:
1. carry out a plan of action
2. discover what happened.
There is a range of pressing reasons why the advertiser must find

out. Among these are:
 The need to assess how far the objectives have been reached.
 The need to justify to management. For self protection or for
professional clarity, the advertiser would be wise to show to
management how well that money has been spent and what it
has accomplished.
 To learn for next time. What went right this time? What
could have worked better? What needs to be done for next time?
Advertising agencies, in particular, are under some pressure to

perform well and to show how well they have performed. Evaluation is
a kind of self-protection as well as being another act of professional
accountability. It is, of course, crucial to determine what to evaluate.

Light will need to be thrown on to a number of issues.
Campaign objectives
How far were these met? If they were to build up awareness, what is
the awareness now?
Creative effectiveness
Just how well did the creative vehicle work? Did the audience like it,
remember it, respond to it? What was the central theme of the creative
approach and did it shift audience to the product? Was the creative
offer understood and accepted.
Effect on the audience

What did the audience think before and what do they think now? What
do they know and feel about the product that they did not know
before?
Problem solving
If the campaign set out to overcome a problem, how well did it do so?
What was the problem before and how far does it now exist? What
elements of the problem still remain to be dealt with?
What needs to be found out has to be defined as thoroughly and as

fully as any other part of the advertising equation.
What research
Advertising research covers a wide span of types. The strategy here is

to fit the research type to the problem posed. Research is carried out
on a need-to-know basis. So, what do we need to know? Characteristic
areas of doubt include the following:
 The creative strategy: does it match customer requirements?

 The creative concept: does the audience accept it and find it
valid?
 The creative communication or vehicle: does the audience
understand it?
 Awareness: does the campaign enhance audience awareness?
 Recall: is there clear recall of the product name, or specification,
or indeed of the advertising itself?
 Campaign effect: what does the campaign achieve overall?
 Positives and negatives: are there any negatives that can now be
eliminated, or positives that can be enhanced?
There are two main ways to categorise research methods:
1. By time
2. By type
Research by time:
Advertising research is done at two life stages of an advertisement –
before its birth and after its birth. An advertisement is born when it is
put on air for the first time. Before that, it is in its pre - birth stage.
Research by type:
As is famously known, research is divided into two major categories:
1. Quantitative
2. Qualitative
The former deals in numbers, in scale, in percentages, typically using a

large sample to produce simple replies to a standard questionnaire,
which are then percentaged out. The latter probes smaller groups, in a
less structured, more open way.
The advertisement research process:
Advertising research involves evaluating advertisement at its different

life stages. In all contexts, the effect of /response to advertisement
needs to be ascertained. The same could be either effect on sales
and/or on the minds.
Well, most advertisement (but for social and public service
advertisement, like Family Planning, AIDS, Census, Gujarat earthquake
relief, and Orissa cyclone relief advertisements) is intended to
increase, or maintain, sales in some form. Some of these forms are
listed below.
 A very wide range, from the frequent and trivial purchase cycle
to the rare and expensive, even a one-off, purchase, which
requires a serious decision.
 Changing or maintaining an attitude or habit, to provide a
context in which a desired behavior is more likely to take place.
 Long-term and short-term effects.
 Sales-price relationship; i.e., more value at a price, or same
volume at more price.
Before getting into the evaluation process, a brief discussion on issues

affecting the evaluation of advertisement follows.
Issue 1: the customer-brand relationship, and its impact on

advertisement.
Two points in this context are:
 The relationship between the brand and the consumer directly
impacts on the way advertisement is received by the customer.
The stronger the relationship, the more noticeable is the
advertisement, and the more likelihood of the advertisement
being viewed in a positive light. (some examples are the Liril and
Pepsi advertisements.)
 The relationship is circular rather than linear. Customers aware
of the advertisement are more likely to buy the brand, and those
customers who are buying the brand are more likely to be aware
of the advertisement. (Some examples are Surf and Sundrop.)
Issue 2: Short- and Long-term effects.

A few observations in this context are:
Accountability usually creates a tendency to give a choice between
immediate, short-term effects over longer-term, less-measurable
effects.
 Consumer offer-based effects are short-term.
 Short-term results are perceived as marketing success. But such
success often does not last.
Evaluating advertising effectiveness:
Principles of effective advertising:

To be effective means creating an ad that accomplishes the objectives
desired by clients. The task of making sure the ad meets the objectives
requires that creatives and account executives follow the six basic
principles as stated below.
♦ Visual consistency
♦ Campaign duration
♦ Repeated tag lines
♦ Consistent positioning
♦ Simplicity
♦ Identifiable selling
point
Good planning and control of advertising depend on measures of

advertising effectiveness. Yet the amount of fundamental research on
effectiveness is appallingly small. Most advertisers try to measure the
communication effect of an ad-that is, its potential effect on

awareness, knowledge, or preference. They would also like to measure
the ad’s sales effect.
Communication – Effect Research:
Communication-effect research seeks to determine whether an ad

is communicating effectively. Called copy testing, it can be done
before an ad is put into media and after it is printed or broadcast.
Advertising research is done at two life stages of an advertisement –
before its birth and after its birth. An advertisement is born when it is
put on air for the first time. Before that, it is in its pre - birth stage.
Put on air first

Time
Before
After
Birth birth
There are three major methods of advertising pretesting.

 The consumer feedback method asks consumers for their
reactions to a proposed ad.
 Portfolio tests ask consumers to view or listen to a portfolio of
advertisements, taking as much time as they need. Consumers
are then asked to recall all the ads and their content, aided or
unaided by the interviewer. Recall level indicates an ad’s ability
to stand out and to have its message understood and
remembered.
 Laboratory tests use equipment to measure physiological
reactions-heartbeat, blood pressure, pupil dilation, galvanic skin
response, perspiration-to an ad. These tests measure attention –
getting power but reveal nothing about impact on beliefs,
attitudes, or intentions.
Sales - Effect Research:
Sales are influenced by many factors, such as the product’s features,

price, and availability, as well as competitor’s actions. The fewer or
more controllable these factors are, the easier it is to measure effect
on sales. Companies are generally interested in finding out whether
they are over spending or under spending on advertising. Where as

advertising agencies are generally interested in finding out and
informing the advertisers about how well their creativity has worked.
A growing number of researchers are striving to measure the sales

effect of advertising expenditures instead of settling for
communication – effect measures.
RASNA
“For an advertisement to be
effective it must be noticed, read,
comprehended, believed, and
acted upon.”
- Daniel Starch.
Chapter 4 : Rasna…
Rasna Enterprises Limited, manufacturers of Rasna

India’s largest selling soft drink concentrate. Rasna is a
brand that every Indian in the World knows of as
standing tall vis-à-vis quality flavor, and enjoyment in
the in-house market of soft drinks. As a market driven
enterprise, Rasna has extended its range to include
other products, synergetic to it’s basic activities, by
introducing a variety of processed food products for the
global consumer.
Today, Rasna, as a name, is synonymous with “fun and flavor” in the Indian soft drink
concentrate market. Rasna today, holds the prestigious position of being the largest
player (90% share) in this market, owing to its unique combination of real fruit flavor,
natural taste and the enjoyment it promises its consumer. Rasna aims to cater to the
taste buds of every individual and thus is available in a large variety of flavors, ranging
from the international to the exotic Indian.
Rasna has, over the last 10 years, successfully spread its

wings with it's Exports Division, offering the extremely
successful Soft Drink Concentrates and Instant Drink

Powders to the Global markets.
MARKET RESEARCH
“Think of an ad not as what you

put into it, but as what the
consumer takes out of it.”
- Rosser Reeves, in Reality in
Advertising.
Chapter 5 : Market Research
Research Objectives:
Primary objective:
The primary objective of the research is to evaluate the Rasna
Shake Up advertisement in terms of its effectiveness and find out
the reasons for the same. Effectiveness can be measured on two
basis:
 Sales
 Emotional grounds
Secondary objective:
While studying the primary objective I also studied the overall
working of an ad agency.
Project Planning
Before starting the research work, the whole project was first planned
out. For this planning I took into consideration duration of the project,
time required to do each activity, objective of the study and
importance of all the activities.
The whole project is divided into three stages:
1. Project planning (includes questionnaire preparation)
2. Data collection
3. Data analysis and report making
Total duration of the project was 8 weeks
Report Preparation
Analysis
Activities
Detergent Survey& Misc.
Survey
Forming Questionnaire
RIM Project
0 1 2 3 4 5 6 7 8
Weeks
Limitations:
a) We have to assume that all the respondents have provided
correct information.
b) The survey size is only 100 individuals. From this sample

size we have to assume the results for the whole population.
Chapter 6: Research Methodology
In planning and designing a specific research project, it is necessary to

anticipate all the steps that have to be undertaken to make the project
successful. Our research process consists of following steps:
Formulating the research objective

The first step of any research is to formulate the research objective.
The research objective is defined as “to find the effectiveness of
the Rasna Shake Up advertisement and find out the reasons
for the same.”
Sampling Design
I will be using a probability sampling method where in the concept of

random selection, a controlled procedure that assures that each
population element is given a known non-zero chance of selection.
Sampling Design Steps:
• Relevant population out of Universe:
Our population consists of all the kids in the age group of 4-12 years. And moms in
the city of Ahmedabad, out of which the relevant population will be those in SEC A,
B, C.
• Element of Population:
Our element of population will be an individual kid in the age

group of 4-12 years and mom below the age of 45.
• Sample size
The calculation of the sample size proceeds as under:-
For 95% Confidence level, z=1.96.

o Desired interval range within which the population proportion is
expected=± 0.1
o 1.96σ=90% confidence level for estimating the interval within
which to expect the population proportion
From a pilot survey of 5 respondents each for kids and moms, it was
found that 60% percent of the aware population purchased Rasna
Shake Up.
So, p = 0.60 & q = 1-p = 0.40
So, pq = 0.24
= measure of the sample dispersion.
Standard error σp = 0.1/1.96 = 0.051
σp = √(pq/n)
n = 92
Therefore, approx. sample size was taken as 100 each for kids and
moms.
Research Design:
• Degree of Research Question Crystallization:

This is a formal study which starts with a hypothesis and
research question and involves precise procedures and data
source specifications. The goal is to test the hypothesis and
answer the research questions posed.
• Method of Data Collection:

I have used the interrogation/communications study
where the researcher questions the by personal means.
I have used two main sources of data:

 Primary Source: in the form of questionnaires
 Secondary Source: books, internet, articles from newspapers,
magazines.
FINDINGS AND ANALYSIS
“If you have a brief that doesn’t

run around in loops, your
contribution will be ten tiems
more”
- Piyush Pandey
Chapter 7 : Findings and Analysis
7.1 Findings:
Kids Questionnaire Analysis
18%
Exhibit 01 : Profession of mom
82%
Housewife Working
This shows that, 82% of the kids surveyed had moms who
were housewives. Only 18% of the kids had working moms.
Exhibit 02 : What all milk additive brands do

you recall..
80
70
70
60
Percent
50 8
40 32 32
3 27
30 22
20
26 6
10 4
1
0
0
Horlicks Bournvita Milo Maltova
Cad. D'lite Protinules Boost Rasna S Up
Complan Viva N. Nesquick Others
This shows that out of all milk additive brands,

Bournvita has the highest recall followed by Cadbury’s
Delite. And Maltova and Nestle Nesquick have the least
recall, while Viva has no recall.
Exhibit 03 : Do you use milk additives…
11%
89%
Users Non-Users
This shows that out of the kids surveyed, 89% of the kids
used milk additives, while 11% of the kids used to drink plain
milk.
Exhibit 04 : Which milk additive do you use

most often...
56
60
50
40
Percent
30
11 9 10
20
6 6 4
3
10 1
Plain Bournvita Milo

Horlicks Cad. D'lite Protinules
Rasna S Up Complan Others
This shows that same as milk additive brand recall, Bournvita

tops the list of milk additive brand users.
Exhibit 05 : Have you heard of Rasna Shake

UP…
3%
97%
Yes No
This shows that 97% of the kids were aware of the brand
Rasna Shake Up.
Exhibit 06 : What is Rasna Shake Up…
Comment %
Milk Shake 48
Milk Additive 19
Don’t B Seedha Sada 1
Water Additive 4
Sweetened Drink 3
Juice 4
Like Cold Coffee 1
No Idea 20
Exhibit 07 : How frequently do you have milk

shakes…
Thrice 0 29 8
Day
Twice 4 21 23 Week
Month
Once 13 16 6
0% 20% 40% 60% 80% 100%

Exhibit 08 : Have you tried Rasna Shake Up…
32%
68%
Users Non-Users
This shows that, 68% of the kids have tried Rasna Shake Up
out of the kids surveyed. Which means 69% of the aware kids
have tried it at least once.
Exhibit 09 : Which flavor did you like the

most…
34 38
40
30
Per Cent
20 15 13
10 0
0
Strawberry Chocolate Mango All None
Chocolate and Strawberry are favorite flavors among kids.
Exhibit 10 : Have you ever prepared it

yourself…
50%
40%
Yes No
30% 50% 50%
20%
10%
0%
This shows that 50% of the kids have prepared Rasna

Shake Up milk shake by themselves. And as it is easy to
prepare, this is possible for the kids of the age group of
4-12.
Exhibit 11 : How frequently do you have

Rasna ShakeUp
Thrice 0 9 0
Day
Twice 2 5 4 Week
Month
Once 3 21 27
0% 20% 40% 60% 80% 100%

Exhibit 12 : Does you mom allow you to drink

Rasna Shake UP whenever you ask for…
6
94
0 20 40 60 80 100
Percentage
We, can see that almost all the kids i.e. 94% of them were
allowed to drink Rasna Shake Up. Only 6% of them were not
allowed and the reasons for that were,
 Not a healthy drink.
 Contains added colours.
Exhibit 13 : You drink Rasna Shake Up

because of…
68
70
60
50 31
Percent
24
40
30 15 12
20
10
Makes milk fun Taste Energy

Range of flavors Color of milk
From this we can see that, most of the kids drink rasna shake
up because of taste. 31% of the kids drink because of energy.
We can give the credit for this attribute to the advertisement.
Exhibit 14 : Who informed you about Rasna

Shake Up…
10%
90%
TV School
This shows that almost all the kids i.e. 90% of the kids were
informed by TVC.
Which itself proves the effectiveness of the commercial.
Exhibit 15 : Have you seen the Rasna Shake

Up ad…
No
3%
Yes
97%
This shows that almost all the kids have seen the
advertisement. And the remaining 3% are the children of age
4.
Exhibit 16: On which channel did you see this
ad…
2%
6%
50%
9%
1%
32%
Cartoon Network Star Plus Splash

DD 1 Zee Music Channel V
Exhibit 17 : Total how many times have you

seen this ad.
53
60
23
40
Per Cent
15
9
20
Less than 5 5 to 10 More than 10 Don’t Remember
Exhibit 18 : Did you like it…
3%
97%
Yes No
This shows that almost all the kids have liked the
advertisement. Only 3% of the kids have disliked it. They do
not specify the reason. They disliked the whole commercial.
Exhibit 19 : What did you like the most in the

ad…
Comments %
Don’t B Seedha Sada 41
Change of background/surrounding/dress-up 15
Shake/dance of Kid 15
Mom 5
Song 4
Whole Ad 3
Milk Shake 2
No idea 15
Exhibit 20 : Content recall of the ad…
Brief Storyline
45
50
34
40
P 21
er 30
C 20
e
10
nt
0
Unaided Aided NoRecall

This shows that only 34%of the kids were able to explain the
ad fully without any interruption. And 45% of the kids
explained the ad with a bit interruption. Whereas 21% were
not able to recall the new ad.
Baseline
80 62
60
Per Cent
28
40
10
20
0
Unaided Aided No Recall
The baseline “Don’t B Seedha Sada” is very famous in kids.

And this can be seen from the above chart.
The key message communicated through the advertisement is
“Don’t B Seedha Sada”.
Exhibit 21: The ad was…

29
63
Very Good Good Ok
Exhibit 22 : What flavors were shown in the

ad…
80 76
71
70
59
60
50
40
30
26
20
10
0
Chocolate Strawberry Mango No Recall

KYA AAP RETRO KARTE HAIN…
ANALYSIS
Idea of instant milk-shake:
Benjamin Franklin, bothered by the need for two pairs of spectacles,

one for distance and one for things nearby, came up with the idea for
bifocals.
Successful concepts are not complicated. They are relevant and easy
to understand. The best advertising ideas are frequently marketing
ideas that are built into products. The first and most comforting
principle – creativity doesn’t create something out of nothing. It
uncovers, selects, reshuffles, combines, synthesizes already existing
facts, skills and ideas. That’s what Arthur Koestler, in his landmark
book The Act of Creation, calls ‘bisociation’, a fancy word for putting
existing ideas together to create something ‘original’-like making an
instant milk shake.
The Retro feel:
Conventional wisdom has always held that people buy products

because they believe them to be nutritious, or labor saving, or good
value for money. But research says humour sells as efficiently as other
technique. And retro adds humor to the advertisement.
It is over half a century since Kundanlal Saigal, Hindi film’s first
superstar singer, passed away, but his haunting, resonant voice
continues to enthrall listeners on early morning radio or, if you have
been watching the telly lately, in the nasal twang urging viewers to
drink milk shake.
The use of the retro look and feel in advertising technique is being
adopted as a mechanism to break clutter and create high recall. The
retro feel is something mass audiences can relate and respond to.
Aaj Tak claims that the retro ads have given the channel top of mind
awareness.
Our Rasna Shake Up advertisement has a combined look of retro as

well as modernization where today’s kid wants to look hep and
happening and that’s what the Baseline suggests ‘ Don’t B Seedha
Saada’.
Rewind Advertising
(Some recent retro commercials)
Year Brand Category

2000  Bakemans Biscuit
 Sunsilk Shampoo
2002  Aaj Tak News Channel
 Coke Channel Television Event
[V]
Popstars
2003  Britannia (50- Biscuit
50) Bread
 Britannia
(PremiumBake Hair Oil
Chutney Bread) Dental Cream
 Parachute Pan Masala
 Close-Up Detergent Powder
(Confidence)
 Wiz
 Surf (Excel)
2004  Rasna (Shake- Milkshake mix powder
UP) Chocolate
 Nestle (Kit Kat) Carbonated drink
 Coca- Hair oil
Cola(Vanilla Tiles
Coke) National daily
 Parachute Exterior wall paint
 Euro (Vitrified)
 The TOI
 Asian Paints
Music Equity: The Power of Music
Music is a powerful medium that can bring the emotional qualities of

products and services to life and help activate a Brand promise. The
beat of the music can literally connect with the heartbeat of the
consumer.
In recent years, consumer purchase decisions have become more

weighted towards emotional attributes rather than functional benefits.
The true marketing potential of music is that without any other
stimulus, it can access a mood, emotion, and deeply move specific
demographics within a target market in just a few seconds. In addition,
the heritage of music, through the artist, genre, etc., can reflect a
culture, a time period and lifestyle without even playing a note!
Some of Ogilvy’s tips on successful

advertisement that is implemented on our
advertisement:
1. Brand Identification: When you advertise a new product, you

have to teach people its name on television. And in our
advertisement, the song and the dance teach us about the name
‘Shake Up’.
2. Show the package: Commercials that end by showing the
package are more effective in changing brand preference than
commercials that don’t.
3. Food in motion: In commercials for food, the more appetizing
you make it look, the more you sell. It has been found that food
in motion looks particularly appetizing.
4. Close – ups: Its is a good thing to use close-ups when your
product is th hero of the commercial. The closer you get on the
milk shake, the more you make people’s mouths water.
5. Open with the fire: You have only 30 seconds. If you grab
attention in the first frame with a visual surprise, you stand a
better chance of holding the viewer. Here I want to draw your
attention to the retro feel they have given in the first 5 seconds.
6. When you have nothing to say, sing it: Many people use
music as a background – emotional shorthand. Music is a
powerful medium that can bring the emotional qualities of
products and services to life and help activate a Brand promise.
The beat of the music can literally connect with the heartbeat of
the consumer.
7. Avoid visual banality: If you want the viewer to pay attention
to your commercial, show her something she has never seen
before. You should give your commercials a touch of singularity,
a visual burr that will stick in the viewer’s mind. The most
appreciated aspect in our ad is the change of background,
clothes from black & white to colorful.
CONCLUSION
“An incomplete brief from the

client leads to
a lousy communication”
- Prahlad Kakkar
Chapter 8 : Conclusion
Summary and conclusions:
Most advertising is designed to connect a product or a service to a

particular set of feelings—feelings like belonging, love, status, respect,
or power. This approach is most common because exposure to an
individual ad is so brief. A TV commercial may take up fifteen to thirty
seconds of your attention, and a print ad may be seen for only one to
three seconds as you flip by it in a magazine or newspaper. There is no
doubt that persuasive techniques in advertising are effective. They can
raise your level of awareness about a product or issue—or change your
attitude altogether. They can even affect your behavior itself, by
convincing you to take action or to buy a product.
Advertising is everywhere in our society. Since there are so many ads

competing for our attention, advertisers know they have to make a
strong impression quickly. Creators of ads focus on using simple,
easily understood images and slogans to create a dominant
impression.
The research or project mainly focuses on the effect of the Rasna

Shake Up advertisement on its target viewers. Target viewers comprise
of kids of the age group of 4-12 years who usually panic a lot when
asked to drink milk. Our second target viewer comprises of their moms
who puts in a lot of effort to make her child drink milk.
As far as the kid is concerned he is drinking Complan, Bournvita or now

Shake Up, but as far as the mom is concerned she wants her kid to
drink milk in whatever fashion and with whatever additive.
So it boils down to what kid likes and what appeals him the most. This
happens usually with advertising that would appeal kids that are our
main target audience.
The advertisement mainly focuses to solve these issues of the kid as well as the mom.
The advertisement is evaluated on two grounds:

 Sales effect
 Emotional grounds.
The advertisement is successful in terms of sales of the product –

Rasna Shake Up. But it is more successful in terms of emotional
grounds. This is because of the baseline “Don’t B Seedha Sada”.
It is very popular among kids.
Today’s kids want themselves to different from the lot. Unlike earlier
days, they don’t want to be called Seedha Sada. And the agency,
understanding the kids mindset very well have selected this baseline
and very well targeted its audience.
The advertisement does not touch upon the nutritional attributes, but
mainly focuses on fun filled attributes in drinking milk.
Also, during my survey I’ve come across statements from moms that
clearly showed their relief from forcing their kids to drink milk because
of Rasna Shake Up.
Kids Questionnaire
Personal Details:
Name:
Address:
Contact No.:
Age:
About Mom:
 Housewife
 Working
1. What all milk additive brands do you recall?
Horlicks Boost
Bournvita Rasna Shake Up
Milo Complan
Maltova Viva
Cadbury’s Delight Nestle Nesquick
Protinules Any other _____________
2. Do you use milk additives?

a. Yes
b. No
3. Which milk additive do you use most often?
____________________________________________________
4. Have you heard of Rasna Shake Up?

a. Yes
b. No
5. What is Rasna Shake Up?
____________________________________________________
6. How frequently do you have milk shakes?

____ In a Day
____ In a Week
____ In a Month
7. Have you tried Rasna Shake UP?

a. Yes
b. No
If yes, proceed further. O’wise go to (15).
8. Which flavor did you like the most?

 Strawberry
 Chocolate
 Mango
 All
 None
9. Have you ever prepared it yourself?

a. Yes
b. No
10. How frequently do you have Rasna Shake Up?

____ In a Day
____ In a Week
____ In a Month
11. Does your mom allow you to drink Rasna Shake Up whenever you ask for?
a. Yes
b. No
12. If no, why?
_____________________________________________________
13. You drink Rasna Shake Up because of

 Makes milk fun
 Taste
 Energy
 Range of flavors
 Color of milk
 Any other _________________
14. Who informed you about Rasna Shake Up?

 TV
 School
 Any other (please specify)_____________
Contd , from Q no 7
15. Have you seen the Rasna Shake Up ad?

a. Yes
b. No
16. On which channel did you see this ad?
Cartoon Network Star Plus

Splash DD 1
Zee Music Channel V
Sanskar Any other___________
17. Total how many times have you seen this ad?
□ □ □ □
Less than 5 5 – 10 More than 10 Don’t remember
18. Did you like it?

a. Yes
b. No
19. If yes, what did you like the most in this ad?
________________________________________________________
20. Content recall of the ad
Brief Storyline
 Unaided
 Aided
Baseline
 Unaided
 Aided
What is the key message the ad is communicating
_______________________________________________________
21. The ad was
□ □ □ □ □
Very good Good Ok Bad Very Bad
If no, what did you dislike in this ad?
________________________________________________
22. Could you tell me what flavors were shown in the ad.
________________________________________________
23. Have you seen the ad of Shake cum Sipper Pack?
a. Yes
b. No
Moms Questionnaire
PERSONAL DETAILS:
Name:
Address:
Contact No.:
Age:
Profession:
Self Husband: ____________________
 Housewife
 Working
Family Monthly Income:
□ □ □ □
(5,000-10,000) (10,000-15,000) (15,000-20,000)
(>20,000)
24. What all milk additive brands do you recall?
Horlicks Boost
Bournvita Rasna Shake Up
Milo Complan
Maltova Viva
Cadbury’s Delight Nestle Nesquick
Protinules Any other _____________
25. Do you use milk additives for your kids?

a. Yes
b. No
26. Which milk additive do you use most often?
____________________________________________________
4. Have you heard of Rasna Shake Up?

a. Yes
b. No
5. What is Rasna Shake Up?
____________________________________________________
6. How frequently do you have milk shakes?

____ In a Day
____ In a Week
____ In a Month
7. Have you tried Rasna Shake UP?

a. Yes
b. No
If yes, proceed further. Otherwise go to (12).
8. Which flavor did they like the most?

 Strawberry
 Chocolate
 Mango
 All
 None
9. How frequently do you give them Rasna Shake Up?

____ In a Day
____ In a Week
____ In a Month
10. You drink Rasna Shake Up because of

 Taste
 Healthy
 Value for money
 Range of flavors
 Ease of preparation
 Any other _________________
11. Who informed you about Rasna Shake Up?

 TV
 Children
 Neighbors
 Retailer
 Any other (please specify)_____________
Contd , from Q no 7
12. Have you seen the Rasna Shake Up ad?

a. Yes
b. No
13. On which channel did you see this ad?
Cartoon Network Star Plus

Splash DD 1
Zee Music Channel V
Sanskar Any other___________
14. Total how many times have you seen this ad?
□ □ □ □
Less than 5 5 – 10 More than 10 Don’t remember
15. Did you like it?

a. Yes
b. No
16. If yes, what did you like the most in this ad?
________________________________________________________
17. Content recall of the ad
Brief Storyline
 Unaided
 Aided
Baseline
 Unaided
 Aided
What is the key message the ad is communicating
_______________________________________________________
18. The ad was
□ □ □ □ □
Very good Good Ok Bad Very Bad
If no, what did you dislike in this ad?
________________________________________________
19. Could you tell me what flavors were shown in the ad.
________________________________________________
20. Have you seen the ad of Shake cum Sipper Pack?
a. Yes
b. No
Chapter 8: Bibliography
Books & Articles
o Kotler, Philip.; Marketing Management; New Delhi: Pearson

Education Pt. Ltd, 2003., pp 590.
o Cooper R.C. & Schindler P.S.; Business Research Methods;

8th Edition; Tata McGraw Hill & Co., New Delhi; pp 657-699.
o Batra & Myers; Advertising and Sales Promotion; 5th Edition;

PHI, New Delhi.
o David Ogilvy; Ogilvy On Advertising; pp 110-112.
o Monle Lee & Carla Johnson; Principles of Advertising: A

Global Perspective; ; pp 4-8.
o Kennetth E. Clow & Donald Baack; Integrated Advertising,

Promotion & Marketing Communications; pp 363-354.
o Debashis Pati; Marketing Research; pp 379-385.
o Ruth Simmons; Music Equity; Advertising Express; August

2003.
o Brand Reporter
Websites (as on June 15, 2004)
http://www.agencyfaqs.com
http://www.mudra.com
http://www.rasnainternational.com

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Ad Evaluation of Rasna Shake Up TVC

In Partial Fulfillment of the Award of

It gives me great pleasure to express my gratitude to all the esteemed

I also would like to thank creative as well as administrative staff of

I have used the interrogation/communications study where the

The advertisement is successful in terms of sales of the product –

Chapter Subject Page

7. Findings and Analysis 20

“The relationship between a

Mudra – The Trend Setter

In an industry that sets trends, to be a trendsetter is no mean

It was Mudra that first sponsored commercial telecast of a

It was Mudra that first branded a public issue, `Reliance

It was Mudra that made India's first telefilm, `Janam' ▪

It was Mudra that gave Doordarshan `Rajani", the serial that

It was Mudra that gave India its first transnational agency,

It is Mudra that gave India her first advertising archives, the

A Look Upon The Founder:

Shri A G Krishnamurthy’s teachers saw that their student would go

In ‘68, he joined Calico Mills in Ahmedabad and in ‘72, moved to their

This is where the story begins ▪

The chain he set up today has a 125 links, a 125 clients ▪

In ‘91, he created the Mudra Institute of Communications, Ahmedabad

In ‘95 Shri Krishnamurthy was nominated Advertising Person of the

In ‘97, he was inducted into the Calcutta Ad Club’s Hall of Fame ▪

In ‘98, the British magazine ‘Media International’ nominated Shri

In ‘99 he was awarded the AAAI-Premnarayen Award in recognition

After an eventful stint spanning 23 years as Chairman and Managing

Growth Since 1980:

partnership with DDB Worldwide ▪ And a capitalised billing of Rs. 7.8

And here are a few words from their clients ▪

“They’re completely involved in the brand. They take an

And Did You Know About The Awards…

1993 | Total awards 55

1994 | Total awards 52

1995 | Total awards 84

1996 | Total awards 90

1997 | Total awards 67

1998 | Total awards 87

1999 | Total awards 60

2000 | Total awards 72 (36 Awards of MAG)

2001 | Total awards 50 (16 Awards of MAG)

2002 | Total awards 27 (2 Awards of MAG)

2003 | Total awards 41 (1 Award of MAG)

Updated on 5 June, 2003

Whom Do They Serve…

Ashok Leyland Balsara household

In 1988, they decided to collaborate with an international agency An

Mr. Madhukar Kamath

Mr. Alan D’Souza

“The cat sat on the mat” is not a

Advertising is any paid form of nonpersonel presentation and

Advertising is both art and science. The science of advertising is the

of view. Most corporate advertising is designed to create a

 Business – to – business advertising:

 Direct Response Advertising:

 Public Service Advertising:

The advertising objectives can be classified according to whether their

 Reinforcement advertising aims to convince current purchasers

Five major decisions or five Ms of advertising:

Mission: set advertising objectives.

There are a wide variety of advertisers. Those who are classified as