INTEGRATED MARKETING

COMMUNICATION
ASSIGNMENT

1. SUCCESSFUL AD CAMPAIGN OF NIKE AND CADBURY

2. SOME OF THE MAIN ADVERTISEMENT AGENCY IN INDIA

Submitted by
Louis Raj M
211418631079
2018PECMB135
NIKE JUST DO IT CAMPAIGN:

Is the new Kaepernick 30th Anniversary Just Do It Campaign a smart move for the Nike
brand? In this age of polarization and change, every brand owner should find Nike’s
decision worth analyzing. For me, it’s of particular interest as I held the position of Director
of Marketing Insights & Planning for Nike From 1986 – 1996 and was at the very core of Just
Do It, providing the brand brief to Scott Bedbury, Nike’s Advertising Director prior to its
creation.
So, let’s begin by taking a look at some of the controversial aspects of the Kaepernick JDI
campaign. Perhaps the first question to ask about this campaign from a brand planners
perspective is:
What is it about Colin Kaepernick’s character that Nike finds so important to attach it to the
Nike brand?
Developing brand character has many things in common with screenwriting, and the attempt
to develop relatable characters for film and TV. Relatable characters are drawn up as
sympathetic heroes on a mission to achieve worthy goals. They’re often created as original,
attractive, intelligent and provocative, and definitely not cliché, predictable or superficial.
They have a definite point of view and a convincing way of getting it across. Many also have
an underlying sense of humor and irony, which help makes it easy for people to relate to
them. They’re frequently involved in acts of moral integrity to resolve some sort of problem
or dilemma, and they speak in a distinctive voice that resonates. As their story develops, the
complexity of their character emerges, often showing surprising depth. Above all, relatable
characters get people talking about them.
In Nike’s current campaign, Kaepernick has certainly demonstrated that he has character,
conviction about his beliefs, concern for social justice and he certainly has people talking
about him. But, is he really a sympathetic hero? To segments of society struggling with
experiences of social injustice he definitely is. However, to segments of society who honor
the symbols of our national idea, identity and ceremonies he carries strong and negative
emotional associations.
Risk Or Reward?
In launching this new campaign Nike is risking alienating a huge segment of its U.S.
consumer base, perhaps as much as half. Why would they do that? Perhaps they are thinking
that it will tighten the tribe with millennials, who tend to be involved in protest movements,
particularly when political leaders and other authority figures are not aligned with their
feelings and values. They see Kaepernick as a champion of individual rights, fighting for a
sense of social justice, for not just people of color, but all minorities and people who feel at
times like second class citizens.
How people are regarded and respected is of course a big issue and potentially an explosive
one. High or low regard is a powerful human emotion, that can be conveyed by a tone, a look,
a posture, a gesture and certainly by actions, words and behaviors that are routinely
demonstrated.  To have a high regard for the people you serve, work, play or communicate
with is a necessary prerequisite if you wish to achieve sympathetic resonance, relevance and
salience as a brand. Low regard and low respect can be felt a mile away and sucks the energy
out of the invisible brand field. These emotional forces now present a dilemma for Nike. This
campaign is simultaneously projecting both high and low regard energies to different
segments of the population. That is what makes this campaign so emotionally polarizing.
So, this campaign will scatter parts of the Nike tribe, of loyal American patriots and
people who serve or have served in our armed forces, government or institutions that rely
closely on a healthy government and national image. These people see not standing for the
national anthem at a sporting event as an outward sign of disrespect for the idea of America
and all the sacrifices made in the name of the nation. They see the gestures taken by Colin
Kaepernick as a sign of questionable character. They see his public gestures as inappropriate
and out of place.
For these reasons, I view the 30th Anniversary of ‘Just Do It’ campaign as delivering some
short-term pain for the Nike brand. It will not accomplish what the original JDI campaign
did.
The original Just Do It campaign was designed around the idea of celebrating the joy of the
experience of participating in sports and fitness activities when they are as good as they get.
It was not polarizing, it was inclusive, unifying and celebratory in tone. The original idea of
celebrating the joy of all kinds of sports and fitness activities could be sympathetically
interpreted for everyone, pro sports athletes to fitness amateurs, young and old, men and
women, people in America, people around the world. No one was excluded.
This latest version of the Just Do It however, I predict will generate a level of social debate
that, over time, will elevate greater social understanding for the risk Nike has taken with this
campaign. For many urban and minority professional athletes this campaign will draw them
closer to the brand. They like that Nike is supporting individual athlete rights, acts of moral
conscience, conviction and protest. For the league or the nation to criticize their freedom of
speech or expression is dimly viewed. But, the fact that we can have dialog about the pro’s
and con’s of such an event and moment in our history, speaks loudly about American values
and human values. The current debate would probably make the founding fathers of the
United States proud.
The founding fathers were adept at reconciling conflict, contradiction and paradox.
Sometimes the process of reconciling the opposing forces (contradiction) is referred to as the
paradox process. We all have the power in our minds to meditate on the nature of any
conflict. To examine the opposing forces with an eye towards reconciliation. This work is
performed inside our minds, in the location of the third eye (aka the inner eye). After a
sufficient period of mediation, if one is earnest in seeking a new solution, one often
experiences a shift in cognition, where in a blinding flash of revelation a new solution is
presented. This entire process of movement of thought from lower to higher levels is codified
in a symbol found on the dollar bill. The unfinished pyramid with the all-seeing eye at the top
is also a symbol for the paradox process, which our founding fathers wanted to encode into
our government institutions, through debate, to help make the nation a better place.
So at the end of the first day of the campaign launch, Nike’s stock declined 3.2%. After the
initial PR storm blows over how this campaign plays out on sales and company valuation will
take a quarter or two. The polarity of feelings about it will drive some people into and out of
the brand.
Dan Wieden, co-founder of W+K, Nike’s Ad Agency and the originator of the Just Do It
slogan once said, “to be on the cutting edge means someone or something needs to be cut”.
He wasn’t afraid to take controversial chances and he loved working on Nike’s business
because this was part of Nike’s brand DNA from the start.

What do I personally sense will be the result of this campaign on the Nike brand? Nike is a
very ubiquitous brand. It has broad global appeal. In the U.S. market I sense this campaign
will polarize its customer base and result in a loss of some business. How much is hard to
say. It could be substantial if enough loyal patriots are activated to send a signal to
Kaepernick and Nike for their perceived disrespect. In a global sense, this campaign will
probably generate a net gain in brand sentiment. Millennials and people of different ethnic
backgrounds will probably identify with the nerve that Kaepernick had to protest a perceived
injustice, at risk of harming his playing career. So, in these circles, he’s perceived as a bit of a
martyr for a cause bigger than himself.
The irony in this controversy, is that the idea of America, its founding values, gives Colin the
right to free speech and expression. At the end of a critical analysis using the paradox process
both the idea of respect for free speech, protest, American national pride and the ideal that
Colin Kaepernick is fighting for (social justice) can all co-exist at the same time. To think
that we have a choice of one or the other is a false choice. America is a great nation because
we can speak our minds in the taking on of worthy causes, even in the face of conflicted
opinions. Many times we get caught on the twin horns of a dilemma by our perception of
false choices, either choosing one side or the other, not seeing with our inner eye that a
solution can exist that reconciles both ends of the spectrum. After several quarters of social
media dialog on this subject, I expect our collective consciousness on this topic will rise
higher and advance.
My prediction: Short-term pain for Nike’s brand, but long-term gain. The social
discussion around the campaign will elevate public understanding of the greatness of
America and the need for more respect and regard for all people, of all colors and classes.
The evolution of our understanding of this topic will in the long-term allow some defectors to
come back to the Nike brand. Some, but not all. Not all people are cut out for critical thinking
or the use of a problem solving tool like the Paradox Process. Critical thinking is hard work
and it requires shifting perspectives, walking around issues and looking at them from all
sides. Not everyone is willing or able to do this kind of work. Extolling them to ‘Just Do It’ is
by itself is not enough.
So, Nike is taking a big risk by running this campaign. It’s a character defining moment for
the brand. The question of course is around ‘What kind of character?’ Positive or negative.
The public will ultimately decide this.

‘Dream Crazier’: Nike’s ad campaign redefines the title ‘crazy’

given to female athletes
Nike made a strategic move by releasing its ad campaign at the 2019 Oscars by reaching out
to the TV cable audience. Their ad campaign, ‘Dream Crazier’, created by the advertising
agency, Wieden+Kennnedy Portland with Creative Directors, Alberto Ponte and Ryan O’
Rourke showcases prominent female athletes and celebrates their achievements. With this ad
campaign ‘Dream Crazier’, Nike sent across an empowering and inspiring message to the
audience.
The narration of the ad campaign is voiced by tennis star, Serena Williams. The voiceover
changes the label “crazy” which is often applied to women athletes in a negative way to show
these critics what “crazy” can accomplish. “If we show emotion, we’re called dramatic. If we
want to play against men, we’re nuts. And if we dream of equal opportunity, we’re
delusional. When we stand for something, we’re unhinged. When we’re too good, there’s
something wrong with us.  And if we get angry, we’re hysterical, irrational, or just being
crazy”, stated Williams in the ad campaign. The commercial ends with the tagline- “Show
them what crazy can do. It’s only crazy until you do it. Nike, Just Do It”.
The 90 seconds commercial portrayed remarkable women athletes, highlighting the
challenges they face and how they have broken all barriers achieving voluminous
achievements. The commercial along with Williams featured sports personalities like
Olympic gymnast Simone Biles, snowboarder Chole Kim, fencer Ibtihaj Muhammad and the
members of the U.S Women’s National Soccer Team.
Ad campaigns have the power to showcase a powerful social message to its consumers. This
deviates from the functional approach of the brand and inculcates a more socially driven
approach. The audience today is keen to know what brand values a brand stands for apart
from the services the product provides. That is the reason why brands today are showcasing
conversations on social issues in their ad campaigns.
Speaking on this Gayatri Sriram, Digital Creative Head-Delhi, FCB Ulka stated, “With the
Colin Kaepernick commercial, Nike proved that they can indeed sell shoes through
progressive social commentary. And with this, we see them completely leaning into that
strategy. It’s interesting that in demonstrating the sexism and double standards of the sports
world, they chose to not show the most infamous argument between Serena and the chair
umpire. They wanted to tell the world that sports history is full of these examples. It’s a
stirring piece of work, and who better to narrate it, than Serena Williams?”
Brands need to take into consideration the audience and what they stand for. Most millennials
and Gen Z consumers view brands as a platform to bring about societal change just like any
other form of media by taking a stand on social and political issues. "We borrow from and
often reflect on current sentiments of our audience. In advertising, we create social messages
as a part of that dialogue. When it’s done subtly with brands it hits home. With a subject like
women empowerment, the messaging is positive and inspiring, which makes the end
consumer feel somehow united with the rest of the female population in the world,” Garima
Khandelwal, Chief Creative Officer, Mullen Lintas.
Nike understands this socialistic approach and is using this marketing strategy for the brand
to sell its sports and workout gear. Consumers are more likely to buy a product from a brand
that stands for women's rights and is breaking down stereotypes. The brand has always been
on the forefront in spreading the message of gender equality to their consumers through their
ad campaigns. Previously, the Nike brand took a stand on Serena Williams and capitalised on
the controversy over the French Open banning the catsuit she wore to an event in 2018.
 CADBURY DAIRY MILK'S ADVERTISING
CAMPAIGNS IN INDIA

INTRODUCTION
In 2011, Cadbury Dairy Milk (Diary Milk) was the market leader in the chocolate confectionery market in India
with a market share of around 70%. The company had come a long way since the 1990s when Indian consumers
considered Diary Milk as a product meant for children. Adults were thus, not its major consumers. To change
this perception, Cadbury came up with a series of campaigns targeting the adult group and consumers in the age
group 15-35. It tried to engage the customers in various ways. Starting with the 'Real taste of life' campaign, the
company encouraged people to bring out the child in them. Then it moved on to the social acceptance theme
with the line - 'Those who want to eat, will find a reason for it'

Through this, Dairy Milk was able to gain acceptance for chocolates among the adult audiences. The company
then sought to capture the market for sweets and to make Dairy Milk a substitute for the traditional Indian
sweets. With this in mind, Cadbury ran two parallel campaigns - 'Shubh Aarambh' (Auspicious beginning) and
'Meethe mein kuch meetha ho jaye' (Let's have something sweet for dessert). Along the way, however, the
company also had to face and overcome certain issues. Live worms were found in a few packs of the Diary Milk
in 2003. 2 

Dairy Milk however remained a popular brand and it also came out as the number one most trusted brand in
Mumbai in the 2005 edition of Brand Equity's3 survey of most trusted brands.4 In the following years, though it
remained on the list of most trusted brands, its position wasn’t too high. In 2011, it was ranked 45 th. 

Cadbury ran major television campaigns backed up by other media, even as the second big player and Cadbury's
rival, Nestlé5, engaged in aggressive promotions, taking on Cadbury's campaigns directly in some cases. Diary
Milk's 'Meethe mein kuch meetha ho jaye' went a notch higher than the earlier campaigns and sought to promote
the brand as a dessert. Though the campaigns were generally well received and appreciated, there were some
industry observers who wondered how effective Cadbury's efforts would be and whether its chocolates could
really replace the traditional sweets and dessert items which were well entrenched in the Indian way of life.
They were of the opinion that it would be a difficult task to do so, considering the long tradition such sweets and
desserts had. Changing this mindset of the consumer would prove to be a major challenge for the marketing
team for Diary Milk, they said.

Background Note
Cadbury Plc (Cadbury), a British confectionery company, was known as Cadbury Schwepps
Plc6 from 1969 till 2008. It was acquired by Kraft Foods7 in 2010 after which it became the
largest confectionery company in the world. In India, Cadbury was incorporated in 1948 and
it initially imported chocolates before starting cocoa production in 1965. It grew over the
years and came to have five manufacturing facilities8 which were owned by the company
besides having four sales offices9 in the country. It was present in different food categories
like chocolate confectionery, biscuits, beverages, gum, and candy. Cadbury's main business
was chocolate confectionery wherein it was the market leader with a market share of around
70% in 2011.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies,

Marketing Management, Case Studies
Some of its main chocolate brands were Dairy Milk, 5 Star, Perk, Celebrations, Eclairs and
Gems. Dairy Milk alone held 30% of the share of the Indian chocolate market.10 Cadbury
Dairy Milk itself had many variants like Fruit and Nut, Crackle, Roast Almond, Dessert, Silk,
Shots, Eclairs, Wowie, and 2 in 1.

Cadbury's main competitor in India was Nestlé which had around 25% of the market share in
chocolates in 2011. Nestlé's products included Kit Kat, Munch, Bar-One, Milky Bar, and
Milky Bar Choo. There was an ongoing battle between Cadbury and Nestlé, with both of
them engaging aggressively in their advertisement campaigns.

Over the years, Cadbury focused on its advertising campaigns for Diary Milk to connect with
the people and gained popularity. Earlier, there was a perception that chocolates were meant
only for children. Cadbury wanted to change this perception and thus it started various
advertisement campaigns meant to influence adults and add them to its consumer segment.
Excerpts
A Sweet Journey
Real Taste of Life
Before this campaign began, the chocolate industry had faced some major problems. The
price of cocoa had gone up steeply in 1991 while the excise duty on it had increased from
16.5% to 27.5%. As a consequence, the price of chocolates went up. The 40 gm pack of
Diary Milk went up from Rs.6 to Rs. 10 in 1994. Cadbury had decreased its production as
well. Adults refrained from eating chocolates and were in a way reluctant to do so because of
the kids' image associated with it...

'Pappu Paas Ho Gaya'

This was another popular campaign for Diary Milk, launched in 2005.Bachchan acted as a
shopkeeper in the advertisement. Two guys approach the shopkeeper and ask him for a Diary
Milk. They leave without paying and tell him that Pappu will pay. A group of girls come up
and again the same thing happens...

'Kuch Meetha Ho Jaye'

The company came up with more innovative campaigns to increase the number of occasions
on which people could eat a Diary Milk. The 'Kuch meetha ho jaye' campaign was an effort
to try and replace the traditional Indian sweets with Diary Milk. In the Indian tradition,
people generally eat and distribute sweets on any joyous, festive occasion and Cadbury tried
to depict all those occasions...
Sweet Results?
After 2005, Cadbury in India almost doubled the business in three years. Sales growth was
22% - the compounded growth rate over the past three years from 2005 to 2008. In the years
from 2005 to 2009, it also doubled its turnover. The impact of the inflation in 2009-2010 on
the FMCG market was strange. Categories like baby foods and packaged attas declined quite
drastically, whereas categories like chocolates, biscuits, and namkeens grew quite a bit
compared to the previous year. Chocolates especially had a growth in volumes from 2% to
21.8%. The reason could have been the increase in advertising and promotions spending as
Cadbury India did by 40%...
Way Ahead
Cadbury planned to promote new ideas and occasions and give new reasons to the people to
consume their product and associate 'meetha' with Diary Milk in people's minds. It also
utilized the strategy of using Indian traditions and customs to connect with people and form a
special bond with them i.e. 'Indianization' of the brand, besides giving it a contemporary
image to connect with the youth as well. Cadbury also tried to bring in new and different
variations of CDM like CDM Silk which was supposed to be even better and smoother than
the original CDM...
Exhibits
Exhibit I: Share of different Categories in the Food and Beverages Sector on TV in 2010
Exhibit II: Share of Advertisers in the Food and Beverages Sector on TV in 2010
Exhibit III: Overview of the Chocolate Market in India
Exhibit IV: Demand for Chocolates over the Years
Exhibit V: Market Share by Age for Chocolates in 2007
Exhibit VI: Market Share by Region for Chocolates in 2007
Exhibit VII: Market Growth Rates for Chocolates
ADVERTISING AGENCIES IN INDIA

We all our living in a world of digitalization where we see over 100's of ads per day, and tend
to remember only. Why?

With the advent of advertising “You can't just be you. You have to transform yourself".

Have you ever think why there are some particular brands that design students know well,
and even perhaps love. Chances are that it's not just brand name you're recalling, but a tagline
too. Almost all brands, products, and large corporations have some kind of tagline. Some are
timeless, others get replaced after a decade, or even sooner if it’s just not resonating with the
public.

"Albert Lasker and Alyque Padamsee are known as the father of modern advertising
respectively in the world and in India"

Now, when India has been continously hitting century of great advertising, not every ad
agency could take you to the to list which will top the chartbasters. In order to capture
consumer’s attention and stick in their memory, an advertising design blends psychology,
marketing, and creativity into a seamless presentation. Although many advertising design
professionals focus their energy on their creativity, psychology and marketing often spill over
into their everyday work, making this job one that favors those who can multitask.

But the question that arises in my mind is that which are the top bright design firms which
create awesome work for their clients. When comes to firms which are full of inspiration and
talent for advertising, here I am listing some of the best advertising firms for the design
students which work on the principle of "Jo Dikhta Hai Woh Bikta Hia".
1. DDB Mudra Communications
Introduction: It is known as India’s no. one and largest marketing communications services
enterprise. It has expertisation under four disciplines (Media, Outdoor Advertsing, Retail, and
Experiential).

It has bragged most of the awards in national and international film festivals like Cannes,
Spikes Asia, Clio, Adfest, ABBYs, OAA etc. 25 March is still celebrated across all Mudra
offices as Mudra Day. On When comparing the awards, it has won a Silver at the Olive
Crown Awards in the 'Young Green Art Director of the Year' category.

History: It was founded on 25 March 1980 by A. G. Krishnamurthi and its headquarter is

situated in Mumbai. Initially it started with only 15 employees, 500 sq.ft space and
Rs 40,000 as startup capital But in 1990, Mudra signed a collaboration agreement with DDB
Needham Worldwide. In 2011, Mudra group was acquired BY Ominicom Group and named
as DDB Mudra group and was merged with DDB worldwide. Currently It has three agency
networks and six specialist agencies and eleven SBU.

Sonal Dabral is currently the Chairman and Chief Creative Officer of DDB Mudra Group.

Clients: Linen Club, Aditya Birla Group, Bharat Petroleum, Henkel, ACC Limited, Pepsi,
Colgate, USHA, McDonalds, Reebok, Puma, Peter England, among many others.

Iconic Campaign:

PUMA (Forever faster)

Website: http://ddbmudragroup.com
 

2. Grey India
Introduction: Grey India is a part of Grey global group and is among the world’s top
marketing and advertising agencies. They have shown some famous and effective work for
some of the India’s most prestigious clients.

History: It was founded in 1917 by Lawrence Valenstein and has its headquarted in U.S. It
has many subsidary branches named as Grey India, G2, GHG, GCI Group, MediaCom
Worldwide, Alliance, G WHIZ, WING, Grey EMEA, ArcTouch. In India its office is situated
in Mumbai which handle projects in retailing, visualdesign and fixture design.

Clients: Sensodyne, BNatural, Gillette, Dell, Crocin, Indian Air Force, Tic-Tac, Ferrero,
Fortis Healthcare, Pantene, Cadbury Silk, Kinder Joy and many more.

Iconic Work: Kinder Joy and BNatural

Website: http://grey.com/india
4. McCann-Erickson India Ltd
Introduction: It is one of the highest ranked company of the advertising agencies in India .
McCann has been awarded the Global Agency of the Year by Adweek thrice. It was also
named as "Global Agency of the Year".

History: It was founded in the year 1902 and 1912 McCann registered the world’s first
advertising trademark ‘Truth Well Told’. McCann has offices in 120 countries spreading a
global network in different parts of the country.They work through creative ideas born at the
intersection of technology solutions, measurable performance and their unique understanding
of people .

Clients

Maybelline, Loris,Spirite, Master card, Cococola, Microsoft and etc

Iconic ads: Coca Cola and Nescafé.

Website: https://www.mccann.com
5. Ogilvy & Mather
Introduction: Ogilvy & Mather is a well known and among the top Advertising companies
in India who works on the principle of 360 degree branding on both local and global scale
and has created a digital dominance for them. This agency works on "We sell or else." These
words sound simple, but are very meaninful to a ad agency. It is the only firm that grabbed
network of the year at cannes for 3 consecutives year.

History

It was founded in the year 1948 by David Oligavy and has its offices in more than 150
countries worldwide. It operates in 6 cities throughout India and has become one of the
leading advertising agencies in India.

Clients

American Express, IBM, Dove, NASCAR, Philips, Coke Zero, IKEA, UPS, Nationwide and
Tiffany & Co.

Iconic Campaign

Cadbury Dairy Milk,Vodafone, Incredible India, Coco Cola.

Website: www.ogilvy.com
6. JWT-India
Introduction: One of the oldest advertisement company and most admired company in India.
It has a widespread integrated network spread in New Delhi, Mumbai, Kolkata, Chennai,
Hyderabad, and Bangalore.

History: It is a leading advertisement company in India which was founded in the year 1896
and has its corporate office in New York. The company has been operating in more than 90
countries worldwide and taken over Hindustan Thompson in the year 2002.

Notable Clients: Nestle, Unilever, DTC etc.

Iconic Campaign: Kitkat (Kit into space Campaign), Burger King etc.

Kitkat (Kit into space Campaign)

Website: www.jwt.co