This talks about the Aristotle model of persuasion and the Cialdini model of persuasion which tells about the essentials for an effective communication.

1. Presented by – Himanshu Agarwal
19DM080

2. Bourn Vita
Badam Booster
 https://youtu.be/pTdXVmgC3us

3. Bourn Vita
 Bourn vita is a brand of
Cadbury.
 It was first sold in India
in 1948.
 This ad shows how the
school principal makes
parents question if they
are chasing the right
thing when it comes to
their child’s education.

4. The Persuasion Model -Aristole
Ethos
•Argument that
appeals to
audience by
emphasizing
speakers
credibility.
• In this ad we see
the principal herself
talking to parents.
Pathos
• The ad connects
with the target
audience(adults
with children in
school)
• Indian parents are
constantly worried
about how their kids
perform in school,
the ad taps into that.
Logos
• Grades and
certificates are
everything almost
all parents care
about of their
school going kids.
• So this ad takes
on this myth in
our society.

5. Cialdini Principles of Persuasion
Principle of Authority
The main character being the principal, so she
has the authority in expressing her views on
the importance of learning.
Principle of Social Proof
The ad reflects on the Indian education system
and how we are obsessed with marks.
The current generation is starting to realize how
unhealthy that obsession is and the ad
resonates that feeling perfectly.

6. Principle of Liking
The main character in the ad is likeable-
she comes across as a warm, motherly
figure which perfectly target’s the brand
core audience – mothers. Most Indian
audience would like her.

7. Strengths
Brand Image.
Adding the benefits of
badam made it more
dependable as drinks for
their child by mothers.
Weaknesses
Variety of bourn vita flavors
already available.
It has only 1.1 million views.
Ad didn’t focused on the
main ingredients.
Opportunities
Can tap the rural market with
smaller packaging.
Like their other campaign
#taiyarijeetki, they can also build
on this campaign of
#taiyariharexamki.
Threats
Complan already came
with kesar badam
flavour in 2011.
SWOT Analysis

8. THANK YOU
#taiyariharexamki