1. Submitted By :-
Anita Kala (FT13109)
Great Lakes Institute of Management

2. INTRODUCTION
• Caption for the ad :-
“BANDE ACCHE HAIN… “
• This is ICICI Prudential’s recent ad whose
essence is “Taking responsibility without
mentioning”..
Ad :- http://www.youtube.com/watch?v=HpmVDwXUoDA

3. SUBMODALITIES(VISUAL)
• Scenarios where care is VISIBLE(marriage scene, road side
walk scene)
• Colors :- Bright visuals used to showcase positivity
• Demonstrates care at every stage of life(child, youth, old)

4. AUDITORY
• Soft and soothing music
• Positive Associations :- Heart touching Lyrics
and caring men in our lives
• Tempo maintained throughout the ad
• Syn with the audio :- Repetition of words
“bande acche hain”
• Soft drum beats in the music

5. KINESTHETIC
• Focuses on holding hand
which symbolizes
responsibility
• Scenarios where feelings
are at their peak
• Revolves around EQ of
viewers

6. DETAILED OREINTATION
• The entire ad shows multiple scenarios at
different places such as wedding scene, child
running at the metro station, girl at the school
• In detail touch of every relationship(father-
daughter, husband –wife)

7. PRIMARY MODE OF PERCEPTION :-
ALL
SEEING
SENSING
HEARING
• Scenes have • Touch
things to • Music
throughout • Warmth of
see/people
the ad relationships
to watch
• Lot of visuals • Clear lyrics

8. EXTERNAL FRAME OF REFERENCE
• All the scenarios show care for family(others)
• Essence is the “TRUST” your loved ones have
on you.
• Wherever/whenever family needed men
showed responsibility

9. TOWARDS PLEASURE & AWAY FROM
PAIN
TOWARDS PLEASURE AWAY FROM PAIN
• Groom holding the • Old man giving shade to
bride’s hand protect from sunlight
• Man changing position with
daughter to avoid the child
getting scolding from her
teacher

10. OPTIONS OREINTED
• The ad is options oriented as actors use
multiple ways to show their care.
• Hiding a mistake, showing care by ensuring
safety

11. ACTION PREFERENCE
• ACTIVE :-
Actions done are synonyms to taking care.
• Involvement of all the actors in the scene
• Full of energy and life/lively ad

12. RESPONSE TO CHANGE - DIFFERENCE
• Wonderful and different experiences where
love and affection comes out beautifully.
• All stages of life ,i.e., childhood, youth and old
couple