This document discusses two advertisements: 1. A TV commercial for Cadbury Gems featuring the brand Gems Surprise with the tagline "Raho Umerless" using emotional and humorous appeals. An alternative is suggested as celebrity endorsement. 2. A print ad for Gitanjali Group's Nakshatra diamond jewelry line with the tagline "Wear Your Divine Luck" using snob, brand and endorsement appeals. An alternative execution suggests focusing on marriage with a bride wearing Nakshatra jewelry to emphasize marriage as an auspicious occasion.

1. Advertising and Sales Promotion
Individual Assignment
of
Advertising and Sales Promotion
Submitted To
Prof. Vineet Vishnu
Submitted By
SHREYA
PGFB1144
PGDM (G)
2011-13

2. TV COMMERCIAL
Company: Cadbury India
Brand: Cadbury Gems
Variant: Gems Surprise
Creative Idea: Raho Umerless
Appeal Used: Emotional and Humor
Alternate Execution: Celebrity endorsement can be a good Idea.
Jaipuria Institute of Management, Noida Page 2

3. Print Advertising
Company: Gitanjali Group
Brand: Nakshatra
Variant: Diamond Jewellery
Creative Idea: Wear Your Divine Luck
Appeal Used: Snob, Brand, Endorsement
Alternate Execution: This advertisement can be more beautiful if executed with the
theme of marriage where a bride is shown wearing Nakshatra Jewellery. Marriage is an
auspicious occasion which can be made more auspicious with Nakshatra Jewelleries.
Jaipuria Institute of Management, Noida Page 3