This document gives one example of an advertisement for each of the 11 Rasas. It was a project under Integrated Marketing Communication.

1. Advertisements depicting the 11 Rasas
INTERGRATED MARKETING
COMMUNICATION
Rohan Bharaj
15020841046

2. Name: Rohan Bharaj
PRN: 15020841046
Subject: IMC
• Śṛungāram (शृ#गारं): Love, Attractiveness
Presiding deity: Vishnu
Colour: Light Green
Advertisement: Wild Stone No Gas Deodorant Advertisement (2014)
Company: McNROE
Essence of the Advertisement: The advertisement shows that how a girl gets
attracted to a man because of the exotic fragrance of the deodorant.
Link: https://www.youtube.com/watch?v=up-fxeVdIs

3. • Hāsyam (हा)यं): Laughter, Mirth, Comedy
Presiding deity: Pramata
Colour: White
Advertisement: Fevikwik India vs Pakistan Ad (2015)
Company: Pidilite
Essence of the Advertisement: The advertisement shows the sequence of
Wagha Border where the Indian and Pakistani Soldiers perform a drill every
day. The Indian Soldier helps his Pakistani counterpart by fixing his shoe
using Fevikwik.
Link: https://www.youtube.com/watch?v=EXHzH85oZPY

4. • Raudram (रौ,ं): Fury
Presiding deity: Rudra
Colour: Red
Advertisement: Polio Eradication Program (2006)
Organization: Ministry of Health and Family Welfare, Government of India
Essence of the Advertisement: Here we can see an angry Amitabh Bachchan
shouting on the audience because of their carelessness in giving Polio drops
to their children as and when required
Link: https://www.youtube.com/watch?v=QEqPQ6kmJUQ

5. • Kāruṇyam (का./यं): Compassion, Mercy
Presiding deity: Yama
Colour: Grey
Advertisement: Say No to Tobacco Ad (2011)
Organization: Ministry of Health and Family Welfare, Government of India
Essence of the Advertisement: This advertisement shows of a guy named
Mukesh, who was only 24 years old died of mouth cancer because he
regularly had Tobacco.
Link: https://www.youtube.com/watch?v=lMiz7sSNqP8

6. • Bībhatsam (बीभ3सं): Disgust, Aversion
Presiding deity: Shiva
Colour: Blue
Advertisement: Harpik Chota Pack (2011)
Company: RB
Essence of the Advertisement: The advertisement shows houses with dirty
toilets and how Harpik Chota pack can help clean those toilets.
Link: https://www.youtube.com/watch?v=RG8VD5dcFuE&t=33s

7. • Bhayānakam (भयानकं ): Horror, Terror.
Presiding deity: Kala Ratri
Colour: Black
Advertisement: Always wear a seatbelt (2008)
Organization: Department of Transport, UK
Essence of the Advertisement: This advertisement emphasizes the
importance of wearing a seatbelt, not only for the people sitting in front but
also who are sitting behind.
Link: https://www.youtube.com/watch?v=g-9JR2P4wWI

8. • Veeram (वीरं): Heroic Mood
Presiding deity: Indra
Colour: Saffron
Advertisement: Lead India Ad (2008)
Organization: Times of India
Essence of the Advertisement: Here, we see people cribbing about the traffic
jam caused because of a fallen tree but no one tries to take any initiative to
move the tree away. In comes a small school kid who tries to move the tree.
Seeing him, many people join and together they a successful in moving the
tree away.
Link: https://www.youtube.com/watch?v=ErbH7dT8prk

9. • Adbhutam (अ8भुतं): Wonder, Amazement
Presiding deity: Brahma
Colour: yellow
Advertisement: Google Search: Reunion (2013)
Organization: Google
Essence of the Advertisement: This wonderful ad by Google shows how a girl
from India helps her grandfather find his childhood friend in Pakistan using
Google tools.
Link: https://www.youtube.com/watch?v=gHGDN9-oFJE

10. • Śāntam: Peace or Tranquility
Presiding deity: Vishnu
Colour: Perpetual White
Advertisement: UNITAC Builders (2016)
Organization: UNITAC Builders
Essence of the Advertisement: This advertisement shows how peaceful and
serene is the life at UNITAC’s new project.
Link: https://www.youtube.com/watch?v=az5TCdh8Aig

11. • Vātsalya (वा3स;य): Parental Love
Advertisement: MetLife Children’s Plan (2015)
Organization: MetLife
Essence of the Advertisement: This advertisement shows how a father works
hard and sacrifices all his happiness and aspirations just to make his
daughter happy and help her finish her education.
Link: https://www.youtube.com/watch?v=LWJng9sZViY

12. • Bhakti (भि=त): Spiritual Devotion
Advertisement: Sarveshaam Mangalam Bhavatu
Company: Mangaldeep Agarbatti (ITC)
Essence of the Advertisement: The advertisement shows Mangaldeep
Agarbattis help in achieving the purest form of spiritual enlightenment.
Link: https://www.youtube.com/watch?v=B2OuPihKuOw