Table of Contents

Sl.
Topic
No.
I Introduction

II Advertisement 1 – Mountain Dew’s “Bad Cheetah” Ad

III Advertisement 2 – Gillette’s “Champions” Ad

IV Advertisement 3 – Orbit White Chewing Gum “Cow” Ad

V Advertisement 4 – Surf Excel’s Ad (Brother & Sister Duo)

 Introduction
A television advertisement or television commercial is a span of television programming produced and
paid for by an organisation that conveys a message. Advertisement revenue provides a significant
portion of the funding for most privately owned television networks. The vast majority of television
advertisements today consist of brief advertising spots, ranging in length from a few seconds to several
minutes (as well as program-length infomercials). Advertisements of this sort have been used to sell
every product imaginable over the years, from household products to goods and services, to political
campaigns.

Many television advertisements feature catchy jingles (songs or melodies) or catch-phrases that generate
sustained appeal, which may remain in the minds of television viewers long after the span of the
advertising campaign. Some of these ad jingles or catch-phrases may take on lives of their own,
spawning gags or “riffs” that may appear in other forms of media, such as comedy movies or television
variety shows, or in written media, such as magazine comics or literature. These long-lasting advertising
elements may therefore be said to have taken a place in the pop culture history of the demographic to
which they have appeared. 

Advertising agencies often use humour as a tool in their creative marketing campaigns. In fact, many
psychological studies tried to demonstrate the effect of humour and indicate the way to empower
advertising persuasion. Advertising agencies often use humour as a tool in their creative marketing
campaigns. In fact, many psychological studies tried to demonstrate the effect of humour and indicate
the way to empower advertising persuasion.

Despite the popularity of some advertisements, many consider them to be an annoyance for a number of
reasons. The main reason may be that the sound volume of advertisements tends to be higher (and in
some cases much higher) than that of regular programming. The increasing number of advertisements,
as well as overplaying of the same advertisement are secondary annoyance factors. A third might be the
increasing ability to advertise on television, prompting ad campaigns by everyone from cell-phone
companies and fast food restaurants to local businesses and small businesses.

From a cognitive standpoint, the core reason people find advertisements annoying is that the
advertisement’s offer is not of interest at that moment, or the presentation is unclear. A typical viewer
has seen enough advertisements to anticipate that most advertisements will be bothersome, prompting
the viewer to be mercilessly selective in their viewing. Conversely, if an advertisement strikes a chord
with the viewer (such as an ad for debt relief shown to a viewer who has received a late notice in the
mail), or has entertainment value beyond the basic message, then viewers tend to stay with the
advertisement, perhaps even looking forward to viewing it again.
INTRODUCTION TO MOUNTAIN DEW

MOUNTAIN DEW
Mountain Dew is a drink distributed and manufactured by PepsiCo. As of 2007, Mountain Dew
was the fourth-best-selling carbonated soft drink in the United States,
behind only Coca-Cola Classic, Pepsi-Cola, and Diet Coke. Diet
Mountain Dew ranked ninth in sales in the same year. It was
launched in India in the year 2003. PepsiCo set to roll out an
innovative ground communication package through exciting outdoor presence and
merchandising to generate awareness about Mountain Dew in all major cities and towns in the
country. In October 2008, it was announced that Pepsi would be redesigning their logo and re-
branding many of their products.

POSITIONING
Mountain Dew was positioned as an ‘energy and exhilaration' drink – same as across the world.
Pepsi started with two JWT India-created television commercials that attempted to capture the
brand's spunk and attitude.

MOUNTAIN DEW- ADVERTISING STRATEGY

Right from its entry into the Indian market in 2003, Mountain Dew has constantly sought to
associate itself with adventure sports to promote and popularize the brand. Remember the ads
featuring the ‘Dew dudes’? And the ones where a guy takes on a cheetah and the one with a
wild ram? All of them were meant to connect with the youth and to establish a high-energy,
high-intensity image for the brand. The initial commercials were instant hits and were
successful in grabbing customer attention. And Mountain Dew went on to capture up to 5% of
the market share within the first 3 months of its launch in 2003.
This phase also saw events featuring BMX bike riders and
skateboarders being held across a number of major cities in the
country. This trend continued and in 2005, a stunt biking event
was held in Bangalore. Mountain Dew continued to be associated
with ‘youth’ brands and the thrust was on using adventure sports
to capture and cultivate youth following for the brand.  This was in keeping with Mountain
Dew’s image and promotion across the world.

MOUNTAIN DEW: DO THE DEW CAMPAIGN

The basic theme all of advertising by mountain dew these years has been high-adrenaline
adventure’. This is a campaign and has around two to three different commercials. The
common thing in all these commercials is the group of boys out on a safari. They are generally
roaming around, shouting- Do the Dew! This campaign was rolled out in the year 2003
targeting the young and adventurous youth.
The first ad featured four ‘Dew Dudes’ being asked (by a voice over) whether they'd visited
some famous tourist attractions around the world. On being asked ‘Big Ben dekha?', the ads
show shots of the boys bungee jumping off the Big Ben. ‘Jump maara,' one of them answers,
‘Baja diya baarah,' says another, ‘Par boring thaa saara,'
a third shrugs. The ad continues in this vain till the voice
over asks ‘Sab kuchh toh kiya, but have you done the
dew?' The boys vouch for the drink as soon as they taste
it.
The second ad became a cult hit. It featured a Dew Dude on a bike chasing a cheetah in a
Savannah, catching up with it, leaping and wrestling it into submission before pulling a can of
Mountain Dew from its throat! ‘Cheetah bhi peeta hai' remarked another Dew Dude.
Yet, Mountain Dew did not live up to all the hype. A survey by Synovate in late 2005 among
16-20 year old SEC A1 & SEC A2 showed that people preferred Sprite and Limca, with
Mountain Dew performing only a shade better than Frooti. This ‘baffling’ result revealed an
insight. Firstly, the concept of extreme sports is limited to Indian metros, that too among the
more upwardly mobile sections. And even there, awareness does not necessarily mean appeal.
There aren't many ‘outdoorsy types' in this country - at least not the kind Mountain Dew has in
mind. The ad campaigns itself were found to be over the top and unrealistic. This survey and
the market performance of Mountain Dew set the stage for a course correction.
 ..

…………………………
 Advertisement 1
Mountain Dew’s “Cheetah bhi peta hai” Advertisement

This is a campaign that has confined itself to barely three commercials. The common thing in all these
commercials is the group of boys out on a safari. They are generally roaming about shouting -  Do the
Dew!

Let us analyze one of the advertisements.

The commercial shows a cheetah running in all its gusto, and one of our models following it on a
bicycle. Finally, the lad jumps on the cheetah and traps him. Then he puts his hand inside the cheetah’s
mouth...straight down to his stomach, and pulls out a can of Mountain Dew. “Bad Cheetah” - he says.
The other guys watching him say to each other - “Cheetah bhi peeta hain!” Then they show the
cheetah with all the spots gone except for a few spots which spell out - Do the Dew.

The commercial fails to follow some vital rules of advertising. There is absolutely no brand positioning.
Which bracket of people is it targeting? What benefit is it giving you?

Secondly, their models seem possessed, running around jungles with colourful clothes, jumping on
cheetahs and shouting at the top of their voices. The viewers have no point of reference to identify
themselves with either the product or the advertising tone.

Thirdly, there is no advertising message – at least nothing that makes any sense. Why would anyone
want to drink something that a Cheetah allegedly drinks? How did the Cheetah get hold of the can of
Mountain Dew in the first place? In fact, this advertisement has more environmental and wildlife
ramifications than any connection with the product.
Fourthly, it is a very paltry hand at humour. If the intention of the advertisers was to excite the audience
and make them laugh, they have failed miserably. This advertisement has induced to people only to
switch channels because of its senseless advertising message, theme and conception.

Fifthly and most importantly, the advertisement says nothing at all about the drink, except, of course, to
extol its endearing quality it to Cheetahs. What is the taste? Does it quench your thirst? Does it make
you feel cool? Is it refreshing?

If this advertisement is remembered at all, it is remembered for all the wrong reasons. From the very
beginning of the Mountain Dew’s ad campaign, it has come under some very serious firing. When they
launched their first ad featuring the infamous slogan – “Do the Dew”, other aerated drink manufacturers
immediately saw its potential by piggybacking on the fame and releasing a parody. The parody achieved
what the original never did. Today, viewers instantly relate this slogan to “No do here, go do jhaadi ke
peeche.”

The Mountain Dew advertisement failed at the ad mantra – AIDA. Although it did catch the attention of
the viewer the first time it was aired. It did not generate any interest or desire. It crashed so bad that not
only was the ad campaign scrapped, so was the product. Even if bottles of Mountain Dew line the
shelves of stores today, its sales barely make a dent in the profits of the company.

THE START OF GILLETE

THE START
• The first safety razors using the new disposable blade,
were introduced around 1902
• Trace II was the world’s first two-blade razor, debuting in
1971

• Gillette Sensor debuted in 1990, and was the first razor to

have spring- loaded blades
 • In 1995, an improved version, the Sensor Excel was
released. This featured "Micro fins," a piece of rubber

PRODUCTS
• Mach3 The first three-blade razor introduced in
1998, which Gillette claims reduces irritation and
requires fewer strokes. It claimed five improved
micro fins

• Gillette twin-edge products -- 10 times more

expensive than other double blade razors (or often
more than
4,750 %)

• In the Indian market, it launched affordable products

(7O’clock and Wilkinson) with “buy-2, get-1-free”
types of conventional marketing,
This helped it to boost sales

MARKETING
• Strong distribution strategies played a prominent role in the
robust growth, as a result of which the brand has managed to
tap both the “premium” and the “value-for-money” consumers
By:- Sharat Verma, Marketing manager of Gillette India

• The lower-value products, followed the company’s realisation

that while “new and improved” is still good, “lower price”
works better in these tough Times
CUTTING EDGE TECHNOLOGY
• MACH3Turbo – boasts of anti-friction blades which
reduce the cutting force needed to slice through hair and
ultra-soft protective skin-guard with thinner micro fins

• M3Power is a battery-powered version of the Mach3

Turbo razor which can also be used with the power
switched off

BRANDING
• Thereare pressures in good times and bad but the
fundamental business principles stay the same – Innovate
and Delight the Consumer with the best propositions

• Gillette has always strived to help men across the

country “look, feel and be their best” and that continues
to be the equity that Gillette holds in consumers’ minds
today
BRANDING CAMPAIGN
• But the game-changing was an innovative campaign
launched in October last year

• Till then, MACH3’s sales in India had seen almost a

negligible growth. Years of conventional product
advertising of conventional product advertising had
established a good brand image for Gillette, but that
wasn’t enough to get Indian men to switch to its products

• WPP’s Mediacom – launched the “India votes: To

shave or not” campaign, which ended up sparking a
national debate on the merits of the clean-shaven look Vs
the hairy look
 A Nielson-commissioned survey malls, offices and
movie theatre fed the fire while giving men a chance
to use the product
 Were clean-shaven men more
Successful?
 Did the nation prefer clean-shaven
Celebrities?

 Mediacom tied up with NDTV and for 8 weeks, the

channel ran celebrity interviews, panel discussions
and news stories around the topic. Similar tie ups
were done with radio stations

 The logic: Gillette wanted to generate a talking point

on a subject that’s not necessarily top of- mind
But the game-changing was an

 Innovative campaign launched in October last year

till then, MACH3’s sales in India had seen almost a
negligible growth. Years of conventional product
advertising had established a good brand image for
Gillette, but that wasn’t enough to get Indian men to
switch to its products
 •
Advertisement 2
Gillette’s “Champions” Advertisement

Gillette is a brand of Procter & Gamble currently used for safety

razors among other personal hygiene products. It is one of several brands
originally owned by The Gillette Company, a leading global supplier of
products under various brands, which was acquired by P&G in 2005.

The Gillette Fusion is a five-bladed razor released in 2006. There are two

different versions of the Fusion available: the Gillette Fusion, and
the Gillette Fusion Power. All share the characteristic five blades on the
front, and a single sixth blade on the rear that acts as a "precision trimmer".
In addition, the Fusion Power is battery powered and emits "gentle micro
pulses" that are claimed to increase razor glide. 

With the release of Gillette Fusion, P&G also launched their new
advertising campaign called “Gillette Champions”. The following is an
analysis of the first advertisement broadcast in this series.

This advertisement features the Gillette champions -- Tiger Woods, Thierry

Henry and Roger Federer. The commercial is called “Today” and all the
three Champions explain how important it is in their professional and
personal lives to ‘Be Your Best Today’. 

The advertising campaign exploits the influencing power of brand

ambassadors. The Gillette ‘Champions’ are Roger Federer (No.1 Tennis
Player), Thierry Henry (No.1 Football Player) and Tiger Woods (No.1
Golfer). The Indian campaign is varied to include Rahul Dravid to cater to
Indian sensibilities.

The advertisers try to use the concept of transference or association to

enhance the image of their product and brand. The attributes of quality,
performance and excellence exuded by these personalities are projected onto
the product and the brand. This builds brand image and a favourable attitude
towards the new product.

A sense of polish and “class” underscores the entire advertisement. It plays

on the viewers’ “feel-good” sensations. The advertisement comes across as
smooth and urbane.

However, it does feel as if the advertisers are trying to hard by roping in

three (or four) brand ambassadors. Most advertisers feel that having
celebrities or stars advertise their product influences the consumers more
than an advertisement that does not feature them. But, there is something
called too much stress on the influence of brand ambassadors.

There seems to be little relevance amongst the slogan, the advertisement and
the product. Gillette may be the best a man can get, but how does that help
the ‘Champions’ in their respective sports? Form a logical standpoint, how
does the new razor blade assist the players?

The audio of the advertisement bears little or no relevance to the advertising

message. The advertisement talks about focusing on the present, but says
nothing about the new blade.

Nevertheless, overall, the advertisement comes across as suave. The brand

image of Gillette is maintained and even enhanced by this advertisement.
The advertisement succeeds in generating a desire and action to purchase in
spite of the drawbacks of the advertisement.
ORBIT WHITE CHEWING GUM
ADVERTSING MEDIUM OF ORBIT
Advertisement 3
Orbit White Chewing Gum “Cow” Advertisement

Orbit is one of the world's largest selling chewing gum brand.In India, the brand shares the
market leadership with Center Fresh brand.Orbit was launched in India in 2004. This was
India's first Sugarfree chewing gum and together with Perfetti's Happydent, this brand
has rejuvenated the chewing gum segment in India.

Orbit can be termed as a functional chewing gum. The brand when launched differentiated
itself from the existing chewing gums with its "sugar free" property. Globally the Orbit brand
adopts the tagline "For a good clean feeling no matter what" in India, Orbit uses " for healthy
teeth and prevents tooth decay " as its main message.

Orbit White launched their most popular advertising campaign with the “Cow” series. The
following is an analysis of the first advertisement in this series.

The advertisement showcases a mad animal specialist, Dr. Bhatawdekar, who speaks in
‘Butler-English’. He expounds the special quality of Orbit White Chewing Gum that whitens the
teeth of a cow that previously had yellow teeth. His conclusion is that if it works for the cow, it’ll
work for you too.

This commercial tries its hand at humour in drawing attention and generating interest. It
succeeds to quite an extent in this intention, but also fails at few places.

The caricature of the doctor succeeds exceedingly well. Viewers immediately recall the
product, the brand and the entire advertisement on any reference to Dr. Bhatawdekar.

The product and brand are duly highlighted. They are not lost during the telecast of the
advertisement. The commercial’s message is wound around the product, making the product
and brand as much a part of the advertisement as the rest of the characters and the concept.

The advertisement also successfully plays to the sense of humour of the viewers. Any
reference to the product results in immediate association to the doctor and his cow volunteer.
This gives viewers a light-hearted view of the product.

Nonetheless, there have been instances where the sentiments of viewers have been hurt. In
such cases, it seems that the concept that starts out as funny, turns out to be a gross
miscalculation of the sense of humour of the viewers.

The characterization of the doctor and the way he speaks in English can be construed as
offensive by many viewers. Since the doctor is a deliberate attempt at making fun of bad
grammar, viewers who are insecure of their oral abilities may find the advertisement offensive.
Overall, the advertisement has no class. Viewers can be put off by the commercial on grounds
that it displays no sophistication. The attempt at humour can be seen as tending towards
slapstick comedy – and a very poor attempt at that.

However, the advertisement does not fail completely. The product and brand are imprinted in
the minds of the consumer. Any reference to the product brings remembrance of the
humorous advertisement. And consumers purchase the product, even if only out of a sense of
absurdity.
 INTRODUCTION

SURF EXCEL

 Surf excel has been following the Unilever’s message i.e.

add vitality to life.
 Similar is with surf excel. In the beginning Surf Excel was
facing competition from Ariel,
 the product of P&G. but very soon with the tagline “Dirt is
Good”, Surf Excel was
 Successful in regaining its market leadership. It soon
emerged back as the dominant
 Detergent of the country.
 The product is decided by matching the marketing insights
with the local insights.
 The marketing report of the brand should match the
region’s attitude so that the product
 can fulfil and satisfy the customer’s need and expectation

urce : IMRB

SEGMENTATION
  Surf was launched in 1959.
 A family brand with tough stain removal and caring
image.
- International to Ultra to Excel
 Surf Excel is available in 4 variants:
 Surf Excel Blue
 Surf Excel Quick Wash
 Surf Excel Automatic
 Surf Excel Detergent Bar

SWOT ANALYSICS

STRENGTH:-
 Strong R&D.
 Offers & Schemes.
 Strong Distribution Channel

WEAKNESS
 Expenses On Advertising

OPPORTUNITY
 Penetration in rural areas.
 Both Can Increase Their Frequency Of Usage.
 New Consumer Markets

THREAT
 Competition from organized and unorganized players.
 Increased level of price competition.
 Advertisement 4
Surf Excel’s Advertisement
(Brother & Sister Duo)
Hindustan Unilever Limited introduced Surf in 1959, introducing the first detergent powder into
the country. At the time, housewives used laundry soap bars to wash clothes. Surf offered
them significantly better clean, with much less effort. The promise of ‘superlative whiteness’ –
the articulation of a great clean at the time, connected with consumers and helped to establish
the brand.

Surf was the first national detergent brand on TV; the brand used TV to effectively educate
their consumers on how to use detergent powders in a bucket for a better wash.

Surf Excel made a big “splash” with their “Daag Achhe Hain” advertising campaign. The
following is an analysis of the first such commercial.

The advertisement features a brother and sister duo walking home from school, when the little
girl falls into a puddle of mud. Crying, she looks to her brother for help. Her brother gets an
idea and starts “beating up” the puddle of mud, demanding an apology. After a time and a lot
of mud on his uniform, he stands up and says, “Sorry bola.” The narrator then removes all
apprehensions of dirt and stains and says, “Daag Acche Hain.”

This advertisement is universally well-loved. This is so because it does a lot of things right. It
makes use of children’s appeal to get the advertising message across.

The advertisement does what seldom others do – cater to the emotions and sentiments of the
viewers – and succeeds with it. Not only do the children lower your guard to the
advertisement, but the story, too, warms the heart of the viewers.
The advertisement generates a sense of bonding. Viewers without siblings, too, can relate to
the advertisement and the actions of the little boy. The advertisement also exudes certain
warmth that reflects itself in the viewers.

The advertising mantra, AIDA, is strictly adhered to. This is one of the reasons for its success.
By showing a little boy and girl, the advertisement draws the attention of the viewers. When
the little girl falls into the puddle and starts to cry, it creates interest in the minds of the
viewers. When the tagline is spouted, it builds, in the viewers, a desire to know more. This
desire often leads to action.

Although there is no obvious targeting, it is done so through indirect means. Most mothers are
concerned when their children come home in dirty and messy clothes. This advertisement, not
only sends out the message that Surf Excel will help you was them out, but that also there is
no need to fear stains.

Although the advertisement does not centre on the product or brand, both are remembered.
The product and brand are subtly introduced to the viewers such that it sub-consciously enters
their minds without any jarring highlights on the product or brand.

This advertisement also does what the majority do not. It focuses on the people rather than
the product. The sentiments, actions and emotions of the people are highlighted and
showcased throughout the advertisement in one form or another. The product is kept
discreetly tucked away and does not overpower the commercial.

Although Surf Excel is a premium brand, this advertisement caters to all the income grades
and all classes of people, across age groups. The brand and product are positioned as
accessible to all people, whoever and however they may be. The brand image created through
this advertisement is phenomenal.

The advertisement leaves people with a warm feeling. This feeling also transfers to the
product and brand. Thus, this advertisement can definitely be called and advertising success.