Assignment

Creative Brief

Submitted to:

Prof. Nanda Choudhury

Indian Institute of Management, Bodh Gaya

Course: Integrated Marketing Communications

Prepared By:

Divyanshu Singh 1224/08

Arun Gautam 1115/08
Md. Modassir Khalil 1239/08
Digvijay Raj 1127/08
Kartikeya Mishra 1137/08

Date: July 16th 2023

 Creative Brief
Agency: Creative Tribe
Product: Clinic Plus
Roles:
1. Arun- Artist
2. Divyanshu- Artist
3. Modassir- Explorer
4. Kartikeya- Warrior
5. Digvijay- Judge
Client’s Requirements:
1. Emotional Connect (Mom and daughter relation)
2. Sustainable product
3. Healthy hair (strength and trust)
4. Extra froth
5. Clinically driven

BENEFITS: The product is trying to position itself as a great shampoo that

requires less water.
1. EMOTIONAL BENEFITS: An emotional ad that takes over the idea of a
daughter taking care of her mother.
2. FUNCTIONAL BENEFITS: Less water and more suds

Idea Generation:
After brainstorming for a while our team made the following points to be added to the
advertisement

• Scenery: Desert areas like Rajasthan

• Mother goes to fetch water early morning but could get only one pitcher
of water due to a sandstorm and her hair is all ruined
• She sits to cook food and suddenly her daughter wakes up and realizes
that her mother has not even washed her hair and working in such a
condition
• She goes to her mother and asks “ Maa tumne apne baal kyu nhi dhoe
hain”
• Mother: Par beta aaj humare pass sirf 1 ghada paani hai aur ab use main
khana banau ya apne baal dhou
• Daughter brings a sachet of Clinic Plus of 1 Ruppee and says “ Maa yeh
dekho naya clinic plus jo paani le naa k barabar aur jhaag banae dugna
• Daughter : Aur isme milk protein k saath saath neem ki bhi shakti hai jo
baal ko aur strong banaega
• The mother-daughter duo laughs together and then a sachet of clinic
plus pops on the screen where on the side of the sachet its written
“Clinically Driven”

This ad contains all the requirements of the client and the location for
the ad is best(According to us)