BUSINESS

COMMUNICATION

##TuJashnBan Kisi Ki Zindagi Ka

#GoLocal
Presented by: Malay Pant
Roll No: 19DM100
 hp- Keep Reinventing
•hp is a multinational info tech company.
•Develops personal computers, printers & related
supplies.
•Sells its products worldwide.
•Brand Ambassador- Deepika Padukone
https://www.youtube.com/watch?v=m0lrQSitbew
The Persuasion Triad by Aristotle
PATHOS- Emotions
• Nostalgia- We have
forgotten about the
traditional ‘diyas’.

• Innocence-
Children are
innocent and do
not have fear of
what they are
speaking of.

• Festive Season- The

ad was released on
Diwali which is one
of the biggest
festivals of the
country.
Pathos
• Empathy-
Encourages the
viewers to
support the
street vendors

• #Tu Jashn Ban

kisi ki zindagi ka
appeals to the
viewers to do
something for
others
 Logos
• Ease of Use

• Efficient & Instant

Printing

• Shows popularity of
product by showing the
use of HP Laptop

• Poetic Element in the

background- “ Iss
Diwali aap bhi Ummed
Ka diya jalayein, Kisi aur
ki Diwali Roshan
Banayein”
 ETHOS
• Confidence of the child on the product.
• Heaviness in background voice signifies confidence
• Innocence of the child
ROBERT CIALDINI’S MODEL
•Reciprocity
•Social Proof
•Consistency
•Liking
Did HP manage to persuade the
audience?
•The video was able to get 2.3 million views and more than 60 thousand shares
on HP India social platforms alone in just 2 days.
•With this advertisement, HP began its Diwali sale and offered heavy discounts
on various products.
•HP India promoted local street vendors by providing Newspaper inserts with
their names and location in various parts of the countries.
•This led to HP Inc. topping the Indian large format printer (LFP) market with 37.7
per cent share as the segment posted strong growth.
• High on Emotions
• Ad released on Diwali • Impractical to a • Portrayal of
• Shows traditional India certain level character by brand • Competitors coming
• Engagement of • No description of ambassador up with same idea
audience through
the product • Showcase the use of • Visibility issues due
poetry
• Portraying a ground • Lacks logical product in the ad to high social
level marketing explanation about • A sequel to the awareness ads
technique the product same ad as it was during the festival
• Connects the promotion • Unclear unique highly successful • Preferences of buyer
of the product with the selling proposition during the festival
act of doing something
without self interest
THANK YOU