MEDIA PLANNING

AND BUYING
COMMERCIAL BREAK ANALYSIS

BY-
AASTHA AGARWAL-54
DHRUV BEHRANI-
PRODUCT CATEGORY
AND CHOICE OF
BRANDS:-

PAINTS

ASIAN
DULUX
PAINTS
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ASIAN
PAINTS
ULTIMA
•Asian Paints hasPROTEK
launched a campaign to
establish Ultima Protek as the gold
standard in protection for the exteriors of
every home

• Conceptualised by Ogilvy India, the ad is

directed by Prasoon Pandey.

• The film portrays Ranbir Kapoor as an

aspiring politician

• KEY FEATURES OF THE AD: lamination led

protection is juxtaposed with a topic that
evokes a passionate interest among
Indian consumers politics

• TAREGET AUDIENCE: Indian homeowners,

primarily men
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DULUX
PAINTS
WEATHERSHEILD
•POWERFLEXX
The new DULUX TVC encapsulates the
brand’s ability to protect exteriors of a home
from the extreme furies of nature due to
paint’s Double Defence Technology

• Conceptualized and created by Taproot

Dentsu Communications

• The ad campaign/ TVC is episodic in nature

with Farhan Akhtar as the protagonist

• KEY FEATURES OF THE AD: The campaign

shows a house mounted on a trailer truck
travelling through various terrains of the
country and exposing itself to extreme rain,
heat and dust

• TARGET AUDIENCE: Indian homeowners,

primarily men
ENTERTAINMEN NEWS
T CHANNELS CHANNELS

SONY ZEE
TV NEWS

ZEE INDIA
TV TV
GENRE CHANNELS/S TIMINGS DAYS
HOWS
SONY TV: 8PM-9:30PM WEEKENDS
ENTERTAINMENT SUPER
CHANNELS: DANCER
CHAPTER 3
REALITY SHOWS ZEE TV: 9PM-10:30PM WEEKENDS
SA RE GA MA
PA LIL
CHAMPS 2019
INDIA TV: 3:30PM-4PM ALL DAYS
NEWS CHANNELS: SPECIAL
REPORT
HEADLINES ZEE NEWS: 11PM-11:30PM ALL DAYS
NEWS
BULLETIN
ENTERTAINMENT
CHANNELS
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SONY TV
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ZEE TV
ANALYSIS OF ASIAN
PAINTS:
SONY TV
(Super dancer chapter 3) 8pm-9:30pm
ZEE TV
(Sa re ga ma pa lil champs) 9pm-
10:30pm
Duration 10 seconds 10 seconds
and Placed during the first and fourth ad break Placed during the second ad break
placemen These slots of ad breaks grab the maximum This slot of ad breaks grab
attention. comparatively lesser attention
t of the
ad:
Choice of Yes, the choice of channel is definitely The choice of channel is definitely
channel working as the major part of the viewers of working as the major part of the
and show Sony TV are Indian families that own houses. viewers of ZEE TV are Indian families
that own houses.
(is it
Choice of show can slightly go wrong as
working?) during this time of the day, the female The show choice is also correct as
members of the family are generally busy most of the Indian families watch the
preparing the dinner, thereby losing on an reality shows together during this
important portion of its target audience. time, primarily males.
Talking to The political and election theme of the ad The political and election theme of
the TG talks well to the TG and is interesting to the ad talks well to the TG and is
watch due to its connect with the present interesting to watch due to its
political scenario in the country. connect with the present political
Although, keeping a household touch to the scenario in the country.
ad would have worked better due to the kind Although, keeping a household touch
of viewers of the channel. to the ad would have worked better
ANALYSIS OF DULUX
PAINTS:
SONY TV
(Super dancer chapter 3) 8pm-9:30pm
ZEE TV
(Sa re ga ma pa lil
champs) 9pm-10:30pm
Duration 10 seconds No ads of the concerned
and Placed during the first and third ad break. brand aired.
placemen
t of the
ad:
Choice of The choice of channel is working. The major
channel part of the viewers of Sony TV are Indian
and show families that own houses.
(is it
working?) Choice of show is also correct as the ad is very
informative, demanding the attention of
primarily males of the house.
Talking to The ad is majorly informative. Absence of a
the TG quirky , fancy theme makes it less appealing to
the females of the households, yet catering
effectively to the males.
NEWS CHANNELS
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INDIA TV
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ZEE NEWS
ANALYSIS OF ASIAN
PAINTS: INDIA TV:
SPECIAL REPORT (3:30pm-4pm)
Duration 10 seconds
and Placed during the first ad break.
placemen This slot grabs the maximum attention.
t of the
ad:
Choice of Yes, the choice of channel is definitely
channel working as the major part of the viewers of
and show India TV are men, the primary TG of the ad.
(is it
Choice of show might not work on
working?) weekdays, as the primary TG of the ad are
at work, not watching the TV during the
time. On weekends, it works.
Although, for women who watch news
channels the ad works on both weekdays
and weekends
Talking to The political and election theme of the ad
the TG talks well to the TG and is interesting to
watch due to its connect with the present
political scenario in the country.
Although as far as weekdays are concerned,
keeping a household touch to the ad would
ZEE NEWS:
NEWS BULLETIN (11pm-11:30pm)
10 seconds
Placed during the first ad break
This slot grabs the maximum
attention.
The choice of channel is definitely
working as the major part of the
viewers of ZEE NEWS are men, the
primary TG of the ad.
The show choice is also correct as
most of the men majorly watch news
during this time.
The political and election theme of
the ad talks well to the TG and is
interesting to watch due to its
connect with the present political
scenario in the country.
And the viewers of news channels
ANALYSIS OF DULUX
PAINTS: INDIA TV:
SPECIAL REPORT (3:30pm-4pm)
ZEE NEWS:
NEWS BULLETIN (11pm-
11:30pm)
Duration 10 seconds 10 seconds
and Placed during the third ad break. Placed during the first ad break.
placement This slot grabs comparatively lesser This slot grabs the maximum attention
attention due to the loss of interest among of the viewers.
of the ad:
the audience towards the end.
Choice of The choice of channel is working as the The choice of channel is definitely
channel major viewers of India TV are men. working as the major part of the viewers
and show of ZEE NEWS are men, the primary TG of
Choice of show might not work on the ad.
(is it
weekdays, as the primary TG of the ad are
working?) at work, not watching the TV during the The show choice is also correct as most
time. On weekends, it works. Although, for of the men majorly watch news during
women who watch news channels the ad this time.
works on both weekdays and weekends

Talking to The ad is majorly informative catering The ad is majorly informative catering

the TG effectively to the primary target audience effectively to the primary target
males but that is only on weekends when audience males.
the males are available to view the channel.
Although might not work on weekdays when
the viewers are women who watch news.