Message

Creative brief

Our target audience consists of people in their mid-20s and higher up. Specifically, we are
focusing on people above the age of 25 and around 30s. We chose this demographic to be our
focus group because this group is growing to be the most health-conscious demographic of all
age groups. Of al the diaspora we are exploring we would have the most amount of market
appeal if we were to target this group.

This choice is backed by the study “Health-Conscious Adults 25-54 Research” published by Gail
P. The age group of people 25 to 34 years old (Millennials) appeared to be the most health
conscious according to the study.

We chose that our audience who was already very conscious about their health to be indicated
that they are choosing a healthier alternative to the rest of the competition. To reinforce that
message subconsciously we chose to have a floral and plant-based label and logo. While at the
same time we wanted that message to be also conveyed in a physical manner so we also added
that by using this oil the consumer would have a better antioxidant system in their bodies. While
not only that these oils are blended with the goodness of vitamins A and D. We also wanted to
convey that these products were made in India and that they used Indian innovations in the
cooking oil industry like the use of oryzanol. And lastly it’s also important to have the brand
image of Ashirwad as our primary source of recognition in the market and customers.

Tagline
We wanted to choose a tagline that resembled a household saying. We wanted to invoke that
nostalgic feeling, reminding us about th e small road to our homes that still softly calls, like a
nearly forgotten song of childhood.

We chose the words “Aashirwaad lambi umar kaa” as our Hindi tagline. We chose this line
because it perfectly represents what we strive for in the marketing of this product. It reminds the
audience of our brand which is Aashirwaad and reminding the people of its benefits for their
health and longevity.

Content
So, Starting off with the demonstrative bottle of our product.

We chose that our audience who was already very conscious about their health to be indicated
that they are choosing a healthier alternative to the rest of the competition. To reinforce that
message subconsciously we chose to have a floral and plant-based label and logo. While at the
same time we wanted that message to be also conveyed in a physical manner so we also added
that by using this oil the consumer would have a better antioxidant system in their bodies. While
not only that these oils are blended with the goodness of vitamins A and D. We also wanted to
convey that these products were made in India and that they used Indian innovations in the
cooking oil industry like the use of oryzanol. And lastly, it’s also important to have the brand
image of Ashirwad as our primary source of recognition in the market and customers.

Theme

The theme of our products message would we widely centered around health