ITM Batch 13B, Introduction to Marketing. By: Amit Gaikwad Jayendra Salunke Jeetendra Singh Sandeep Shirsekar Tushar Patil

4. Meaning & Definition of Advertisement According to Philip Kotler , “ Advertising is any paid form of nonpersonal presentation & promotion of ideas, goods, or services by an identified sponsor.” In simple words , “ Advertising is a means of informing and communicating essential information.”

8. The Five M’s of Advertising 5 Ms Mission Money Message Media MEASUREMENT

15. Details of the Amul Macho AD The Amul Macho Commercial–‘Crafted for Fantasies’ first hit the television screens in the first week of April 2007 for which Indian model ‘Sana Khan’ was roped in and the ad raised quite a few eyebrows since then. It was created by Pushpinder Singh owned Advertising Agency ‘ Saints & Warriors.’ According to Seksaria, the sales of ‘Amul Macho’ increased by 35% immediately after the airing of the commercial which showed that the feedback of the ad had been successful. However, the Information & Broadcasting (I&B) Ministry prohibited the transmission of the advertisement in the month of July 2007 because they considered it to be indecent, vulgar and suggestive.

16. Viewing the Amul Macho AD Click here

17. Questionnaire Results Questions YES NO Reply Have you seen the Amul Macho Ad? 57 0 57 Is the message clear to you? 49 8 57 Did you like the ad? 36 21 57 Do you think the ad should be changed? 29 28 57 Do you think it is fair to use seduction in ad? 34 23 57

18. Age-Gender wise responses Age Male Female Like Dislike Like Dislike Up to 20 21 – 30 29 13 1 5 31 – 40 3 1 1 41 – 50 2 2 51 and above Total 34 16 2 5

24. Voiceover:- Amul Macho – Mardon Ki Pehchaan Concept of New Amul Macho Advertisement

25. THANK YOU

27. Redesigning of Amul Macho Innerwear Advertisement