Integrated

Marketing
Communications
“A brand is the unique story that consumers
recall when they think of you.”
– Laura Busche
 Know your Instructor ..
Dr. Gurpreet Kour
Assistant Professor- Marketing

Fellow of MICA- 2014-17

• Visiting scholar at Eric Friedheim Tourism Institute, University of

Florida, USA (2016) 

• Academic research presented at international conferences at Paris,

Bali and Greece

• Research interests –Destination branding & promotion, Marketing

Semiotics, Integrated marketing communication
 Learning Objectives
Impress upon the students the changing
communication landscape and therefore an
01 integrated approach that is platformic and
medium neutral
MarCom
Landscape

02
Share with them the theories and principles
which help conceive, create and measure
Content integrated campaign.
strategy

framework for judiciously selecting,

03 sequencing and segmenting the various tools
Media of IMC.
Planning
04

Design a
Campaign
Provide glimpse of each IMC tool in terms of
role, possibilities and best practices
Course Instructions

–   It’s good to have options in life but not attending lectures might not be the right one.  
– Words have meaning and names have power, so log in using your original NAME as that would truly
reflect in your class internals
– As they say, perfection is the enemy of good so better not wait for your assignment /project to be
perfect and submit as per the deadline
– Never let a good crisis go to waste, so let's maintain high-­‐quality learning atmosphere during online
lectures, try to keep your audio on mute and Video ON throughout the session
– It’s true that knowledge increases by sharing but sharing on forums without permission are not allowed

Note: The first nine sessions would be taken by Prof. Gurpreet Kour and later ones by Prof. P C Mandal. The last two sessions
are allocated for group project presentations. Groups cannot be formed across sections
Assessment Methods

Item Assessment Task Length Weightage Due Day

(%)
1 Live Case study (Group ) 3-5 slides 10 Session 15
(maximum)
2 Concept Test (Quiz) Individual 10 Session 05 & 09

3 Team Project 12-15 slides 20 Session 19 & 20

Presentation (Group)
(Status Reports to be
  submitted in session-
4,7,10 )

4 Final Exam 2 hours 40 Trimester end

 Live Case Study
DevBhumi -Uttarakhand

Source: https://devbhumi.com/
https://ruralmarketing.in/industry/case-studies/devbhumi-making-a-sweet-buzz-with-organic-honey-in-uttarakhand
 Team Project
Comprehensive environment & situational analysis

• Customer, Category, Consumer and Culture (4Cs).

Marketing strategy

• target market, customer insights and brand strategy.

Advertising strategy

• Creative brief & Media Plan

Measuring IMC Program Effectiveness

• Integrated Campaign Plan

Name any three ads you remember ?
Whatever you say, say it
with respect for the
audience, say it in a context
that the audience can
understand, say it
spontaneously, say it
without fear, say it not to
intimidate or frighten, but
to delight.”
- PIYUSH PANDEY
EVOLUTION
OF INDIAN
ADVERTISING
INDIAN ADVERTISING
Advertising really emerged from hawkers hollering out their merchandise in busy marketplaces

Classified advertising marks the beginning of firm advertising in India. This was when Hickey’s
Bengal Gazette - India’s first newspaper started carrying ads for the first time in print.

B. Dattaram and Co. claims to be the oldest Indian agency in India back in 1905. Ogilvy & Mather
and Hindustan Thompson Associate agencies were formed in 1920

In 1939, Lever’s DALDA , first major example of brand and marketing campaign specifically
developed in India.

In 1967, first commercial was aired on Vivid Bharti and later 1978, first television commercial was
seen.
PRE-50S DECADE
..NEWSPAPER
CLASSIFIEDS
 TARGET GROUP :
Sahibs and the memsahibs who ruled pre-independence India.

– The AD: Bengalis and the good people of Orissa continue

to face-off on the internet about the origins of the
rasgulla. Either ways, this 1930 ad for KC Das pushes its
canned rasgulla — a marketing innovation then
– The AD: In its initial years, Horlicks was sold as a
refreshing drink that could be gulped down, ‘chilled on
ice’. The idea found few takers but the brand grew roots
in India, eventually.
 Agency: J. Walter Thompson (JWT)
Year: 1941 onwards

• first Lux print ad in 1941, an endorsement

deal with the soap brand became the
benchmark of success for movie actresses.

• Ever since Leela Chitnis appeared in the first

Lux print ad in 1941

• Shah Rukh Khan and Abhishek Bachchan are

the only two male actors who have
endorsed the brand.
Agency: Hindustan Thompson Associates
(now JWT)
Year: 1946

Bobby Kooka, the then commercial

director of the airline, and Umesh
Rao, an artist with HTA, created the
iconic Maharaja mascot which
appeared in a series of print and
outdoor ads.
50S DECADE….
---BABY
STEPS TO
CREATIVITY
Lifebuoy — initially called as Royal
Disinfectant Soap — entered India in 1895.
Despite the occasional ad that focused on
Lifebuoy’s ability to fight body odour, most
of its advertising over the last century has
been pitched on one quality of that bar: kill
germs

Singer sewing machines,- The machines

came to India in 1870 and Gandhi lugged it
from jail to jail. This straightforward ad
extols Singer’s “100 years of experience”.
60S DECADE….
professionalism in
the advertising
industry
 ZODIAC MURPHY RADIO LIFEBUOY WILLS NAVY CUT

The brand, The cute and The pulsating A smiling,

which created a chubby toddler jingle ‘Tandurusti blissfully in love
tie culture in the became ki raksha karta couple was the
country, used immensely hai Lifebuoy, centrepiece of
a bearded Zodiac popular as the Lifebuoy hai this iconic
man Murphy baby in jahan tandurusti advertising
(the first model, print ads that hai wahan’ campaign for
Dhanji were run promised health Wills cigarettes.
Rana,creative throughout the and hygiene to The ‘Made For
director of ad 1970s and 1980s consumers Each Other’
agency Ulka through contest for the
Kolkata) television as well perfect couple
as radio spots. was launched in
1969.
Amul Campaign
An evolving India as seen from the Amul girl’s eyes.

– Agency: Advertising Sales and Promotion (ASP)

– Year: 1966
– A unique advertising experiment, Amul billboards are
topical, tongue-in-cheek, and occasionally controversial.
The ads feature the Amul butter girl created by Sylvester
da Cunha and Eustace Fernandes.
– ad campaign for the more affordable outdoor hoardings.

Refer -https://www.thebetterindia.com/71904/amul-girl-golden-jubilee/
70’S
DECADE….

SLOGANS,
ICONS
PUBLIC SERVICE CAMPAIGN

Agency: Films Division of India

Year: 1974
An animated short educational film titled ‘Ek chidiya,
anek chidiyan’ (One bird, many birds) was released
on public broadcaster Doordarshan.

The film, intended to teach the values of unity and

teamwork to children, became immensely popular.

Link - https://www.youtube.com/watch?v=R-tTOJ1RvUY
PUBLIC SERVICE CAMPAIGN

Link - https://www.youtube.com/watch?v=R-tTOJ1RvUY
 LIRIL campaign

– Agency: Lowe Lintas

– Year: 1975
– Instead of known Bollywood faces, Liril
chose Karen Lunel dressed in a green bikini
under a waterfall in its campaign. Lunel,
who was the first Liril girl, became an icon,
and years later, Preity Zinta also shot to
fame with the Liril girl tag.

https://www.youtube.com/watch?v=Y9-1XD9VvX4
 BRITANNIA GLUCON- D, biscuits,
Gabbar ki asli pasand
Agency: Lowe Lintas
Year: 1976

Probably for the first time, a biscuit brand

targeting kids used popular Bollywood
villain, Gabbar Singh, from the movie Sholay.
The ad played on the original film dialogue
to create a memorable tagline ‘…Britannia
Glucose-D biscuits, Gabbar ki asli pasand’
(Britannia Glucose-D biscuits, Gabbar’s real
choice)
80S DECADE..
golden age of Indian advertising
had just begun…ERA OF JINGLES
The peppy ‘Hema, Rekha, Jaya aur
Sushma, sabki pasand Nirma’ (Hema,
Rekha, Jaya and Sushma, everyone
likes Nirma) jingle along with the
Nirma twirling girl mascot helped the
Ahmedabad based detergent brand
gain market share
I love you RASNA
The Rasna girl’s ‘I love you,
Rasna’ became an iconic
I am a Complan boy and I’m a
tagline, making the soft
Complan girl’
drink extremely popular
across the country.
‘Sunday ho ya Monday, roz khao ande’

https://www.youtube.com/watch?v=D9b8HgdvyGM
 ‘Neighbour’s envy, owner’s pride’. ‘Jo biwi se kare pyar, woh Prestige se kaise kare inkaar’

‘Chal meri Luna

‘Vicks ki goli lo, khich khich door karo’
Humara Bajaj MILE SUR MERA
TUMHARA
90S DECADE..
India liberalised.
Global brands like Pepsi rushed.
Yeh Dil Maange more happened.
And Cannes was conquered.
Rediffusion’s ‘Give me Red’ camp blew away that notion. Kamasutra condoms
‘Asli Swad Zindagi Ka’ (real taste of life) campaign THUMS UP
 Humour in ads…

FEVIKWIK https://www.youtube.com/watch?
v=Xep4RftkRdo
Y2K DECADE..
TVCs evolved
gaining global recognition.
Digital advertising found its feet.
 BALBIR PASHA AIDS
CAMPAIGN

https://www.youtube.com/watch?v=W2StnHWeeO4
‘Do boond zindagi ke’
 ‘

‘Daag acche hain’ (Dirt is good) ‘Zoozoos

‘Wherever you go, the network follows

you ’ Happydent Gum

https://www.youtube.com/watch?v=UDtClmXGmqc
2010 ONWARDS..
TVCs evolved
gaining global recognition.
Digital advertising found its feet.
As Context Changes…….

Advertising has to
manage
“RELEVANCE”
 Delivering the social message

Tanishq-The double knot Havells Fans-Hawa Badlegi

Dekh le tu dekhte huye kaisa lagta hai- One
for all those gawking and leering men

Link- https://www.youtube.com/watch?v=YGJ_Q1lBgPA
 Whisper “touch the pickle”
“Lifebuoy: Help a child
reach 5”
Amazon “Aur dikhao” Paperboat
Flirt with the city- TOI

brand campaign is set to communicate the spicier, buzzier, trendier content proposition to its readers.
URBAN CLAP
 Is this the end of Mass Media ?

NO

There is a power shift.. From producers to

consumers…

Shift from interruption to engagement….

Changing trends …
Clutter to engagement

Content proposition

Femvertising
 Brands in CovidTimes

https://brandequity.economictimes.indiatimes.com/news/advertising/coronavirus-heres-how-brands-are-dealing-with-lockdown-2-0-through-new-creatives/75156569
 Sources

– https://economictimes.indiatimes.com/slideshows/advertising-marketing/the-most-iconic-campai
gns-in-indian-advertising/y2k-years-decade/slideshow/10979193.cms

– https://www.thebetterindia.com/71904/amul-girl-golden-jubilee/

– https://www.livemint.com/Consumer/sRChazyrh4GcIwCsDuGquO/70-years-of-Indian-
advertising.html?utm_source=scroll&utm_medium=referral&utm_campaign=scroll
THANKS!!