Unbehave for slideshare

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This is really a talk, a session, not a ppt. And the ppt DOES NOT do justice to the rich session I had with the students equally contributing. But I have tried to give a gist of what was shared.

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Unbehave for slideshare

  1. 1. UNBEHAVEHow Advertising can influence behaviour change.
  2. 2. BEHAVIOUR DRIVERS TODAY Life on an overdrive Fear of Missing Out Information Deluge Digital Natives Hash Tag RulesJWT “FOMO” and Trend reports
  3. 3. ATTITUDE VS BEHAVIOUROne’s a “perception”The other’s “action”
  4. 4. ATTITUDE SHAPES BEHAVIOURChanging socio-cultural contextSmall Town, Big DreamsGame ChangersDesi CoolStartUpsLife is Now. Time is Mine.
  5. 5. 3A’SHOW ADVERTISING INFLUENCES
  6. 6. Aman ki Asha ( Times of India)Debeers “Diamond Bride”Birla Sunlife “Job nahin passion”Gatorade “Keep her back in the game”Tata Tea “Jaago re”EXAMPLES OF TVCS I PLAYEDBEHAVIOUR CHANGE AT VARIOUS LEVELS- EMOTIONAL TO PURCHASE
  7. 7. 3A’SHOW ADVERTISING INFLUENCES
  8. 8. 1. AUTOMATED Trigger off Instincts ( fear, survival, maternal, competitive)
  9. 9. 2. AROUSAL Inspire and Motivate ( do better, live better, share, happiness, success)
  10. 10. 3. AVERAGED Set the Norms( keeping up, follow the trend, what is In)
  11. 11. GET THEM TO UNBEHAVE
  12. 12. Find the GAPEXPAND the pitchBe a GO GIVERREFLECT the changeFocus on EFFICIENCIESBehaviour LEAPFROG
  13. 13. Google Chrome “Tanjore paintings”Blackberry BoysMyntra.comHelix “Waste Time”P&G’s 2020 “cold water wash” goalMumbai Mirror “I am Mumbai”SOME MORE ADS TO MAKE THEPOINT ON BEHAVIOUR CHANGE
  14. 14. By 2020, 70 % of washing machineloads worldwide will be done in coldwater.- P& G’s ambitious goal.
  15. 15. Be the change you want to be

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