CREATIVE BRIEF FORMAT

BRAND: Pran Litchi Drink PROJECT: Social Media Creatives (5

numbers)
Brand Proposition: Refreshment Drink
Brand Values: Give real taste of LITCHI
Brand Personality: Alternate solution of having Litchi Fruit,
Flavored drink of natural Litchi Fruit

What Media does this brief cover?

Direct Marketing TV/Cinema Events/Sponsorship
In-Store Online/Social Media Press Advertisement
Radio Posters/POP Other

What is the reason for this brief?

We will be developing 5 social media creatives for Facebook & Instagram (same
creative for both platform) which includes these following topics:
1. 4 Creative Branding Post (which spreads brand awareness and ensures strong
brand recall creating engagement)
2. 1 Holi (festive post)
What exactly are we trying to achieve?
- To strengthen PRAN Litchi Drink brand equity & Awareness
- To make the drink synonymous with REFRESHMENT
- To generate off take volume & increase market share.

Who are we talking to? What insight do we have about them?

Group: All age group

Age: Primary – 13 to 35 years
Secondary – 7 to 12 years & mid aged
Gender: Male & Female
Live in: Urban, Semi Urban and Rural
Social economic class: A, B1 & B2
Occupation: All profession
Educational level: class I to university
Purchase pattern: Impulse
Reason to buy: Primary – Alternate solution of having Litchi Fruit.
Secondary – Immediate thirst quencher at an affordable price and
Give real taste of LITCHI.
What do they currently think/do? How do we want this to change?
Our TG is impulsive and mostly youth. They want to have something which is
hygienic and an immediate thirst quencher for refreshment at an affordable price. Few
of them thinks that it is a synthetic drink which is not good for health.

We don’t want to convey any communication on health. Pran litch drink is a

flavored drink and immediate thirst quencher.

What Message should this communication convey?

When you think,

Get the real & REFRESHING taste of LITCHI in any season, anytime.

How does this give us a competitive edge? What is the competition doing in this
respect?
There are many soft and cold drinks present in the market who are conveying same
communication as we are doing. Competitors: Tropicana, Real Fruit Juice, Minute Maid
litchi and any other local flavored drink.

Our communication should set us apart from our competitors and make a brand recall
while making the purchase decision.

Why should the Consumer believe it?

How will the success of the communication be measured?

By the numbers of like, comment and share on the social media platforms (Facebook &
Instagram)

Are there any mandatory considerations?

- Product placement is mandatory and properly visible.

- Logo placement is mandatory at proper place on the template.
- Color must be bright & vibrant. No color mandate is there. Though we were using
pink template for most of the communication previously. But this time we want
to deviate from it to create a different look
 - Previously we were using Myriad Pro font. But it is not mandatory. Any cursive
or normal font can go according to the concept and creative theme.

Please provide some kick-start ideas on how YOU think the communication
should work.

As summer is coming, people will start consuming cold drinks and other beverages more.
It is the apt time to spread awareness again.

Date of Briefing: 15.02.2021

Internal Review: 17.02.2021
Deadline: 19.02.2021