Proposition Idea Generation

Category: Televisions
Charu Chopra
2009-015-A
 MAP 1
Mature

Cultural norm

Rooted Flexible

Cultural norm

Youthful

 Tension
The need to bond and be
together as a family
Flexibly Mature
Individual pursuits and independence
of individuals inside a social setup

 What the idea means:

• A mature product/service/person who changes roles or caters to the needs of varied individuals
and requirements
• Catering to individual needs in a responsible manner
• Finding time for your loved ones and at the same time being liberated and enabled enough to
pursue your goals, ambitions and responsibility towards the family

 How does it resolve the tension:

• A television that has features catering to every age group and their likes yet being the one
gadget in the house that brings them together to watch either a match or a movie or probably
be a post-dinner time socializing place
• A TV set that can be termed mature in terms of organizing, control and enabling while being of
use and good to everyone.
 Where can it be used..
 Imagine an Ad:
• the grandparents getting to watch religious content while the grandchild shows responsibility,
maturity and flexibility by recording his/her cartoon being aired at the same time for later
viewing.
• The daughter-in-law watching a cookery show, while the mother-in-law has head-phones on
and is watching a daily soap on a split screen
• A family sitting together and cheering their respective favorites in a TV show

 Proposition
• Rational: A TV with enhanced features and better controls (like slotting of channels, recording
features for later viewing, child control, games and educative in-built setups, split screens etc.)
• Emotional: bonding, care, sharing, individuality, maturity, flexibility
• Self-Expressive: happy family with intelligent and mature members

 TG: urban, semi-nuclear families

 Tonality: urban, Indian, homely, demonstration by contrast, light humor