Analysis of ad campaign of Paisabazaar.com's named "Paison se Bhadkar". Cialdini's and Aristotle's Persuasion model has been used alongwith the SWOT analysis of ad.

1. ‘Paison se
Bhadkar’
Kashish Garg
Sec B
19DM092

2. https://www.youtube.com/watch?v=G6jgaXtzvFw

3. Background of Ad
• The film was launched on Paisabazaar.com’s 5th
anniversary.
• It got over 20,000 shares on Facebook alone.
• It reached over 5 million views in 3 days on Youtube.
• Insight- ‘Human bonds are beyond money’
• Reflected brotherhood
• New brand philosophy- ‘Paison se bhadkar’
• Focuses on how the right advice can change lives

4. Cialdini’s Persuasion Model

5. • Reciprocity-
In the form of thank you with an admiring behaviour
in front of everyone, the younger brother
reciprocated to his brother love and advice for him.
• Scarcity-
Ad reflected that paisabazaar.com is a platform to
resolve the issue of scarcity of funds.

6. • Authority-
Younger brother agreed to whatever his elder
brother said him to do.
• Liking-
Because of the strong brotherhood, the younger
brother acknowledged his brother’s advice and try to
inculcate the same in order to be independent.

7. Aristotle’s Persuasion Model
• Ethos-
The elder brother’s good sense and good moral character
influenced the younger one to agree to his brother and
hence it helped him to stand on his own feet.
• Pathos-
The advertisement evoked the emotion of brotherhood
and reflected that human bonds are beyond money.
• Logos-
The elder brother had the best interest of his brother.

8. SWOT Analysis
Strengths-
Increased
consumer
awareness
Increased brand
affinity
Weaknesses-
Lengthy ad
Threats-
Targeted mainly
through
emotional appeal
Opportunities-
Reach out MSMEs

9. Why I like this advertisement
• Reflected strong brotherhood bond.
• Conveyed the message that bonds are more worthy
than money.
• Used a strong persuasion model through emotions to
promote the company’s product.