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Communication Campaign

Communication Campaign

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Published by Pankaj Sharma

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Published by: Pankaj Sharma on Sep 03, 2011
Copyright:Attribution Non-commercial


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Communication Campaign “SUNSILK”

Group 7 Puneet Arora Rakesh Kumar G.S. Radha Mohan Giri Pankaj Sharma Paras Dhawan

• Consumers are shifting to online social communities. • Sharing and exchanging opinions and ideas on social media platforms. .Introduction • New-age marketing.

• Communication is driven by insights into the feelings surrounding those problems . • Faced with hair problems and how elated she feels at the end of the conflict.The Brand… • Demonstrates a perceptive and sympathetic understanding of women.

• Sponsorship .“Femina Miss India” • Collaboration Stores: Jawad Habib.Earlier Communication Strategies • TV Lead . .ads in leading dailies. banners etc. radio.

OBJECTIVE • To create intrigue and evoke curiosity towards the product. • To offer users a sneak preview of exhilarating array of various sun silk hair care products by promoting the brand. .

Marketing Campaign: Gang of Girls .

Features .

Sunsilk Co-Creations To give hair beauty solutions backed by cutting-edge science and technology .




Message Strategy Rational Appeal: • Result of Use Experience • Experts from All over the World • 7-Day Challenge (Facebook & SMS) .

Involvement. Approval .Message Strategy Emotional Appeal: • Personal Appeal – Enhanced Self Esteem • Social Appeal .

AIDA Model • Awareness: Low Involvement High Involvement • Interest: Increased Engagement .Facilitated Interaction and Discussion • Desire: GoG .Use of Aspirational Group Co-Creations – Use of Expert Opinion • Action: Best Ever Sunsilk .

Amla Pearl Complex .7 Day Challenge • Transformational Appeal: .Humour .Creative Strategy • Informational Appeal: .Expert Touch New Look .Nano Complex .

and motivates people .Strength of campaign • Covers large part of area with minimum cost. • Personally notifies customers • Interactive and animated visual ads generates interest • Influential brand endorsements – Priyanka Chopra • Covers different aspects like jobs. future.strong connection among people . lifestyle etc.

Weakness of campaign • Still a majority of population doesn’t use internet. • Strong promotional activities by competitors .


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