Advertising Workshop

Yellow Sun Butter

Branding, Media Strategy and Advertising Creative by:Alekhya Koruti (21) Ratish Menon (24) Vibhu Mishra (27) Tamali Nandi (28) Vrushali Prabhu (31) Aditi Sangani (36) Aditya Ravi (43) Priya Chaudhary (47)

Poorna Butter
Swaad Hua Poora!

Swaad Hua Poora!!!

Media Chosen
Television Activations OOH

Radio
Social Media

Integrated Marketing Plan

Strategy - TV
Its been observed that the existing Butter Brands dont advertise a lot via TVC. With interesting TVCs, we are planning to aggressively promote Poorna and dominate the Television when it comes to the Butter category. Kids channels will be targeted as well as we want Poorna Butter to appeal to kids.

TVC
Its evening and the war has stopped. Krishna having a snack in his camp. A pack of Poorna butter can be seen..

Arjun comes to seek advice. Krishna tells him that all the questions and answers can be found right in front of you.

Krishna seems to enjoy the taste of the meal more because of the butter. Krishnas charisma as also his insight is highlighted.

TVC
Krishna is waiting for Radha and plays the flute. She becomes mesmerized and comes running to Krishna. He praises her and tells her that she is his first love and his second love is Poorna butter.

Strategy - Activations
Since our main focus in TG is children, various mall/school activations will be conducted. Not many mall activations focus more on children, which is ignoring a good chunk of stubborn decision makers. Hence designing children friendly mall activations would generate interest in them and build a loyal kids base.

Activations
Food served in canteens in school with Poorna butter, with the branding done on stalls. Sampling in Big Bazaar, Star Bazaar and other Super and Hyper Markets where Poorna is served with accompaniments. Sampling would help our consumers know our product first hand.

Strategy - OOHs
This is a direct attempt at playing the same strategy as competition. This is the most popular advertising method that is followed by Amul. The focus is to come up with something that unique and different enough to differentiate between the brands and choose Poorna.

Playfulness and naughtiness.just like Krishna

 Mothers pet and the apple of the eye of entire Gokul..

Cute cuddly and healthy babies like Krishna..little Kanhas

The eternal wisdom of Kalyug in Bhagwad Geeta.

Strategy - Radio
Besides the visual medium, reigning over the audio medium is also on the cards. With radio advertisements have impact and recall value, ignoring this medium wouldnt be a good idea. Catchy audio mnemonic could go a long way in retaining the product in a listeners mind, who could be potential consumers.

Radio
Jingle competition where listeners can call in and create lines for the brand and win Poorna gift basket. Listeners call in to talk about their buttery escapades. RJs talking about the brand.

Strategy Social Media

Even though our main focus is kids but our consumers today are computer friendly. To ensure awareness and engagement among these people we need to spread the brand everywhere.

This medium makes sure of the message going to the consumer directly.

Social Media
A food blog with daily recipes that include Poorna as their main ingredient. A Makhan Chor Game online where a BalKrishna survives though the line of Gopis to eat Poorna. Twitter handle on daily handy tips. Facebook Page updated with contests and consumer engagement by updating their recipes using Poorna.

Building Brand Loyalty for Poorna

Brand Loyalty

Brand Preference
Brand Usage Brand Identity Brand Association Brand Attitude Brand Personality Brand Image

Brand Attributes Brand Familiarity

Brand Awareness

Branding
Awareness: The consumer is aware of Poorna and its availability. Familiarity: Once aware the consumer is comfortable with Poorna. Attributes: Projected attributes like Wisdom, Charm, Sincerity and Serenity. Image: The logo and typography sets Poorna apart.

Branding
Personality: Sincerity Attitude: The go to solution when consumer is looking for wholesome taste. Association: The Flute and Peacock feather and Shri Krishna are associated with the brand. Identity: Only butter to fulfill your butter needs.

Branding
Usage: A customer buying Poorna at least once. Preference: The consumer should prefer Poorna above any other brand.

Loyalty: A surety that the consumer would choose Poorna only.

T H A N K You