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Consumer psychology critical analysis of print ad tata steel vsts


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  • 1. CONSUMER PSYCHOLOGYCritical Analysis of a Print Advertisement TATA Steel : Values Stronger than Steel 5/11/2012 Report Submitted by: Rekapalli Krishna Teja CH09B050
  • 2. TATA STEEL: Values Stronger than Steel (2011) Page 1 of 5
  • 3. 1. Introduction Tata Steel, a company synonymous to values – trust, transparency and totalCommunity Care announced the launch of a corporate campaign “Values Stronger thanSteel (VSTS)” in 2011. The campaign presents the company’s very own achievers who have paved theirown way to success and recognition like R&D Chief- Mark Denys, the Head of TataSteel Adventure Foundation – Bachendri Pal, the young talent in Archery- DeepikaKumari, empowered members of the Tejaswini Project like Asha Hansda amongstothers. Everyone has a story to tell and they are the brand ambassadors for thecampaign. There are a total of 10 creatives for Print Ads which have been produced in tendifferent languages (English, Hindi, Kannada, Tamil, Malayalam, Marathi, Telugu, Oriya,Gujarati, and Bengali). Each of the 10 creative ads depict real-life heroes which thecompany has chosen from around the company’s birthplace here — each trying todepict one focus area of the steel major’s future thrust.2. History ‘TATA Steel” is a 105 year old steel company. TATA is the eighth most-valuableIndian brand and also has been listed as Worlds most ethical companies. The “ValuesStronger than Steel” is a major ad campaign launched by the company after 1991. In2011 the company decided to go to people with a new tagline, burying the two-decadeold tagline which says “We Also Make Steel”.3. Objective The campaign aimed at reaching out to the Indian citizen to reinforce the image ofthe company as cutting edge, global steel major which is dedicated towards social &economic sustainability, green-technology and community empowerment. The core ofthe campaign is to showcase the organization’s involvement and commitment beyondsteel making, while embodying it’s overarching “value system”.4. Components of the Advertisement This particular ad showcases the company’s commitment in developing and bringingup the future leaders. The ad also portrays Bachendri Pal, the first Indian woman toclimb Mt. Everest and her relation with TATA Steel and their value system.4.1 The Message The message is the vital component of this advertisement. The company decided toconvey the main message through sentences. Left hand half of the ad is a colorfulportrait of Bachendri Pal and right half contains the message. The message is quite long.So to make it interesting, the creators chose a contradictory title which says “WHY Page 2 of 5
  • 4. WOULD WE ENCOURAGE THIS LADY TO MAKE PEOPLE BREATHLESS?”. This is acontradictory and a vague question which would stimulate the reader to read the linesthat follow. In the body of the message the creator tried to answer the question byrelating it to the main objective of the advertisement i.e., the company’s commitmenttowards nurturing future leaders along with making steel. The body was divided into several lines, each independently answers the question.Every sentence of the body started with a “because” which gives a sense to the readerthat every line directly answers the question. This also created a synergy and rhymingin the message. The message is broken into shorter sentences which are easier to read.The sentences of the message are written in such a way that even by reading one line,the reader gets stimulated to read the whole message. The first three lines speak about the lady (on the left)’s relation with the company’sleadership training camps, the company’s beliefs in making indestructible leaders andwhat it takes to climb a mountain. The later lines speak of how important developingtomorrow’s leaders is to the company. They also try to convey that this is not just apolicy but something deeper. The final sentence says “Because however strong our steelmay be, our values remain stronger.” Thus the message finally arrives at the new taglineof the company. The message is followed by logo of TATA Steel and the new tagline.4.2 The Endorser(s) The endorser of this ad is neither a celebrity nor a very famous person but is a part ofthe company. The company intentionally selected its employees to be endorsers of thiscampaign because this is a campaign to promote the company’s culture and values. Thisway the company wants to show that their people (employees) are their real heroes. Asthis is a campaign to promote the value system of the company, the choice of endorsersis very apt. Not always using celebrities will help. This is one such instance. Thecompany’s campaign is focused on the human resources and their position in thecompany. So ads endorsed by its own employees create an image in people that thecompany really values its people.4.2 Segmentation & Targeting The campaign is not targeted at selling any product or service in particular to theviewer. The objective of the ad is brand positioning and re-positioning. The ad depictshow the company values its human resources more than its products. The ad is mainlytargeted towards professionals and educated class. Along with the brand building andrepositioning the ad campaign mainly focuses on the company’s human resources andits commitment towards it. The campaign mainly portrays the roles and success storiesof different employees in the company. So the targeted segment is young talent who arelooking for a meritocratic place to work where everyone has an equal opportunity togrow. Page 3 of 5
  • 5. 4.3 Mode of Arousal The advertisement focuses on cognitive arousal of the motives of the individual andenhances the image of the company. This ad campaign assures to satisfy the Social(affection, friendship and belonging) and Egoistic (prestige, status and self-esteem)needs in the Maslow’s hierarchy of needs. The ad is achieving them through the successstories of the employees portrayed in a professional way. The choice of words and thetagline clearly shows that the company wants to position (or re-position) its brandimage deeper into people’s minds.4.4 Perception The brand TATA already has a great position in minds of Indians. Through this ad thecompany aimed at its brand re-positioning and taking the relation to a whole new level.The company through this campaign tried to register in people’s mind that TATA is ametaphor for values and people. The campaign used both women and men equally asbrand ambassadors to show that the company values gender equality. The companythrough this campaign also tried to create a perception that TATA Steel the best place towork and it is the place where your talent is nurtured and a place where everyone isgiven equal opportunity to grow and become future leaders. The ad is also targeted tocreate a perception that TATA is more than just a company.4.5 Visual appeal There is lot of empty space in the ad area. This is done purposefully to highlight thecentral message of the advertisement. The background color of plain white is alsoselected for the same purpose of highlighting the main message. Colors are mostlyconfined to the left, where there is a portrait of the lady. Below the picture are her nameand her designation in the company. Her expression and her body language show thatshe’s firm and confident. Behind her there’s a mountain. The picture looks like if paintedon a canvas rather than a photograph. The painted strokes impart a great formal look tothe advertisement. The fonts used are formal and professional as the content of the ad isabout the values of the company. As the message is bit long, the creator made sure thatthe spacing between the sentences is enough so that the reader can easily navigatethrough the ad. At the end of the message there is TATA Steel logo in blue color and thetagline followed. There is also a TATA logo on the top corner of the advertisement. Inthe right half of the ad both logos are the only elements with color. When one sees thead, the bright blue logos attract the readers. The name TATA by itself carries a greatbrand value in India. So the creator leveraged the brand value and popularity of theTATA name to attract the viewers at first glance. Moreover the dominant color in the adis blue which reflects love, authority, dignity and honesty. Page 4 of 5
  • 6. 5. The Tagline The tagline “values stronger than steel” by itself is very powerful and catchy. Thetagline shows the company’s commitment to ethics and values. It reflects the mainfunction of the company and goes a step further and speaks about the company’spriority of the “value system”. Half success of the campaign can be attributed to thetagline.6. Conclusion TATA, one of the most valued Indian brands has been thriving restlessly to maintainthe brand value it has achieved all these years. Through this campaign the companytried to advertise a soft and intangible asset of the company i.e., its values. Unlikepopular ways of advertising the company tried a new and totally apt way to advertise.The ads may not appeal to all but would definitely appeal to the targeted segment i.e.,young talent and working class. Using employees as endorsers is an innovative move toshowcase the values of the company. Page 5 of 5