This document summarizes and analyzes several advertising campaigns: 1. The ICICI "Tab Banking" campaign promotes the convenience of banking from home using a tablet. It features Amitabh Bachchan to appeal to customers' desire for efficiency. 2. The Mentos campaign uses drama to associate the brand with "smartness" rather than focusing on breath freshening. It implies that Mentos enlightens the mind. 3. The Cadbury Eclairs campaign aims to upgrade customers to a premium brownie flavor éclair. It uses a musical format to humorously portray the rich indulgence of eating the product.

1. Creative Execution Analysis of Ad Campaigns
Integrated Marketing
Communication
Presented By:
Gurpreet Singh
21/015

2. ICICI ‘Tab Banking’

3. ICICI Bank “Tab Banking”
 Celebrity – Amitabh Bacchan

4. The ad touches several points
effortlessly…
 Amitabh Bacchan is shown as a normal door to door
person
 It is targeted towards people who have more
important work than getting in a line for opening bank
accounts
 ICICI is ensuring that the customer does not have to
enter the bank at all
 Although the concept of tab banking is not new, ICICI
promotes it very well with an excellent brand
ambassador

5. Creative Execution Elements used:
 Advertising Appeal:
It focuses on Informational/Rational Appeal
 Comfort
 Convenience
 Message Format:
In this campaign, message format used is
Demonstration
 Message Tone:
In this campaign, message tone used is Happy

6. Purpose of the Campaign:
The campaign serves two purposes:
 Driving awareness about Tab Banking and positioning
it as a 'thoughtful' (as consumers needn't leave the
comfort of their home/office) and fast service
 Reinforcing the bank's 'Khayaal Aapka' promise of
putting the consumer first and using technology-led
solutions to make banking easy and convenient

7. Mentos- "Dimaag ki batti jala de"

8. Mentos- “Dimaag ki batti jala de”
Most ads in this category generally talked about fresh
breath but the Mentos ad deviated from the other ads
in this category. Mentos doesn’t talk about the
functional benefit at all – it works on a psychological
level, where people associate the brand with the
imagery of ‘smartness’.
 Message Format: Drama Format
 Message Tone: Happy

9. Mentos- “Dimaag ki batti jala de”
 Message Content
The theme is that it described very little about the
product itself but simulated situations in which the
Mentos consumer was shown to be having greater
presence of mind and that was indirectly attributed to
consuming Mentos mints. The appeal is a Rational
Appeal i.e. go for a product that enlightens yourself or
“ dimag ki batti jala de”

10. Cadbury Eclairs Rich Brownie Musical
Chocolate

11. Cadbury Eclairs Rich Brownie Musical
Chocolate
 The main objective for the client was to expand in the
indulgent candy space with a premium Brownie
flavored éclairs at Rs 2/- and hence upgrade the
current Re. 1 éclair consumer.
 One of the key challenges was to ensure that the
consumer perceives rich brownie as a more rich and
indulgent eat experience compared to the other.”

12. Cadbury Eclairs Rich Brownie Musical
Chocolate
 Cadbury Éclairs is a popular candy across India, but
you don’t expect it to burst people’s head
 It has used a symphony orchestra playing a musical
piece and made their heads gush out chocolate like
fountains to bring to life the experience of eating
Eclairs Rich Brownie. However, consumers might
have opposite perception regarding the
Advertisement Message.
 Message Format: Musical Format
 Message Tone: Funny