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"Paison Se Badhkar" Ad Campaign
The advertisement launched by paisabazaar.com emphasizes the theme 'paison se bhadkar,' highlighting that human bonds are more valuable than money. It leverages persuasion models to illustrate the strength of brotherhood and the importance of financial advice, achieving significant engagement with over 5 million views in three days. The ad is well-received for its emotional appeal and its ability to raise brand awareness, despite some weaknesses in ad length and targeted messaging.
"Paison Se Badhkar" Ad Campaign
- 1. ‘Paison se Bhadkar’ Kashish Garg SecB 19DM092
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- 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
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- 5. • Reciprocity- In theform 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 brotheragreed 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- Lengthyad Threats- Targeted mainly through emotional appeal Opportunities- Reach out MSMEs
- 9. Why I likethis 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.