Below three Items (Differences, Q1, Q2) should be covered in Maximum 1 Page

Difference

Information processing Adult Ad Kids Ad

perspectives
Perception  Adding maggi masala  Junior Horlick’s
to everyday food completes child
makes it more tastier nutrition requirements
 Easy to use  Specifically made with
 Trusted brand promise kids in mind
Learning  Parting from old ways  Kids can be hard to
and adopting new feed, therefore
ways can be fruitful supplements are
required to meet
nutrient requirements
Memory  Maggi brand  Fun and energetic kid
 Association between playing
maggi masala and  Funky jingle to lighten
tasty food the mood and setting
 Homely setting  Mother running
showcasing mother behind the kid,
son relationship reiterating the
difficulty to get hang
of kids
Bias  Anchoring bias: the  Anchoring bias: The ad
first piece of emphasizes the
information views importance of Junior
receive is about Horlick’s for kids
changing social norms, nutrition, which may
thereby laying anchor viewers'
emphasis that change perceptions of
is good importance of having
 Framing bias: by the product for their
showing in the ad that kids
food tastes better  Confirmation bias: The
after maggi masala is ad confirms pre-
added, the ad explains existing beliefs or
how using the product assumptions that kids
makes food better. nutrition is important
and need attention

Q1.

Differences in the appeals to the genders across age groups?

(Answer)
Both ads are aimed at a younger adult audience. The ads differ in their appeal to different
consumers within the same age group. Junior Horlick's ad is targeted towards mothers with younger
kids whereas the Maggi masala ad is targeted towards all genders. Junior Horlick's ad features a
young mother with her child that keeps running around the house reiterating the fact that kids are
full of energy. As mothers are more active caretakers of their kids during their upbringing, thus the
ad clearly brings out this distinct characteristic with its appeal to its audience. Maggi masala ad
features a conversation between a mother and son, thereby focusing on the mother-son
relationship. The setting is also apt as sons are fond of their mother’s cooking, therefore the setting
places itself with a conversation between mother and son in the kitchen, thus picking on the
emotional chord of its viewers.

Q2.

Assess the ‘ability’ of the Marketer in comprehending the ‘true’ consumer's inner desires.

(Answer)

Both the ads are placed in a homely setting showing mother-son relationships across different age
groups. Junior Horlick’s ad focuses towards young mothers who are keen on the well-being of their
kids. By emphasizing the fact that nutrition is important for kids, the ad aims to target the inner
desires of young mothers for the well-being of their children. Maggi masala ad on the other hand
targets the inner biases of males and females that are prevalent in Indian society. “Recipes ka hi
nahi, rishton ka swad bhi badal rha hai” reinforces the idea that not just recipes, even relationships
are changing every day. With an emotional setting and conversation between a mother and son the
ad aims at showcasing a social message with its aim to change the behaviour of the consumers.

Advertisement Description (On the next Page)

Adult Ad –

MAGGI Masala

https://youtu.be/c9bO7wRpUsA

(Description of the Ad)

The ad starts with a fight between a newly married couple wherein the husband is walking out
towards the kitchen to have a conversation with his mother, who is cooking. The ad gives out a very
predominant social message in its opening about the roles of men and women after marriage in
Indian society, wherein women are homemakers and men are job goers. The ad picks up after the
mother asks what has happened and the son reiterates that the fight was about the wife’s job as to
whether she should continue or leave the job. At this, the son without any second thought replies
that as happened during his mother’s time, his wife should also leave the job and focus on being a
homemaker. At this point, the mother gives his son food made with magic masala to taste. After
tasting the food the son replies that the dish has got better than before with the use of magic masala
to which point the mother replies if we keep doing things the old way how can we achieve better. At
this thought-provoking moment, the ad takes a pause to let the information seep in and ends with a
message that not just recipes, but even relationships are changing every day. Thus breaking from the
norm and trying new things is the way forward, the ad ends with a message that trying magic masala
in cooking makes food tastier than before.

Kids Ad –

Junior Horlick’s

https://youtu.be/kuKwNAeuKYk

(Description of the Ad)

Starting off with funky music in the background and a mother running around the house behind her
kid to feed him, the ad sets itself in a homely setting with a mother and a kid running and playing
around the house. The ad targets young mothers and displays how difficult it is to feed kids as they
are running and playing in the house avoiding eating thereby not eating properly leading to a
deficiency in important nutrients. The kid running around the house shows the energy level of kids,
reiterating the fact of proper nutrition requirements for the kids. The mother struggling to get hold
of the kid to make him eat shows the common problems that are faced by mothers with their young
kids. Thus the setting is important as it portrays a picture of what is happening in the lives of
mothers every day. Finally, the ad gives its message that in the absence of a proper meal the
nutrition imparted is improper, thereby substituting it with Junior Horlick’s will ensure proper
nutrition for the kids.