THE PONZI SCHEMERS

Submission for Mercatus Maximus Round II

The team Karteek Sri Murthy (karteek.murthy@gmail.com) 07838603604 Aman Oberoi (aman711@gmail.com) 09873609593 Karthik Raja (karthikmaharaj88@gmail.com) 09873635320 From Indian Institute of Foreign Trade, Delhi

PART A The Print Ad: Palmolive in India

The slide is animated. Kindly check the Print Ad in slideshow mode.

The Write up for the Print Ad:

The print ad is based on the Theme :Rejuvenating Life, based on the concept of Peel Back ads.
The brand Palmolive was once synonymous with Personal Care and Hygiene but somewhere down the line the Brand Recall has diminished and the Brand needs to be Rejuvenated.

In a bid for a complete makeover of the brand Palmolive , we have decided to Focus on its current Product Portfolio i.e. The Aroma Therapy Range of Products, The Thermal Spa range of Products and The Cold Cream Charmis.
Apart from this the two other products , The Halo Shampoo and Palmolive Shaving Cream also can fit in well in line with the theme of Rejuvenating Life. The Product portfolio is full of products that induce a relaxed frame of mind and rejuvenate the mind and body with their aroma.

To cash in on the Aroma experience we can have a layered print ad on the front page of the newspaper. With the image 1 as a peel on the printed image 2.
The Lady in the dry field symbolizes the dryness in life and when the readers peel off the image they would be introduced to the Rejuvenated world of Palmolive. A world which is Bright and Happy a complete contrast to the image below. Contd..

Contd.. We will use heavily scented glue, so that when it is peeled the FRAGRANCE can be

FELT by the reader. The fragrance used in the glue will carry the same fragrance used in Palmolives Aroma Therapy products.
This would create a long lasting feeling in the mind of the reader as he/she is not only reading the ad but is experiencing the aroma of the product.
The entire feel of the ad is uncluttered and uncomplicated. The Look on the models face on the peel is sad and distressed , the text reads Peel Here to feel the Difference. The reader is intrigued by the simplicity of the ad and will be curious to find out what the ad is about. Under the peel we have a happy model , full of life and energy . The tagline is simple: Rejuvenating Lives It indicates the power of aroma and positions the brand as a premium brand.

PART B
Palmolive in India : Storyboard for a TV Commercial Protagonists: 1. Natasha (name for reference sake) : A smart, well dressed, beautiful woman in her 30s. 2. Raj (name for reference sake) : A tall, well built, cleanly shaven man in his 30s. Other Characters: 1. Group of people for the Metro train scene. (20 in number) 2. Group of people for the Road crossing scene (6 in number + blind man) 3. Kids for the classroom scene (10-14)
4. Group of people for the office scene (8) 5. Teenagers (boys) for the eve-teasing scene. Passers by ladies (5+2) 6. Teenagers (girls) for the lift scene. (3)

The number of other characters can be varied according to the discretion of the TV commercial maker. The numbers suggested above are suggested to aid in visualizing the commercial.

The Commercial
START: Backdrop : Metro station, local train arrives, door opens, crowded inside, everyone looks tensed up, stressed, disturbed. Scene I : A beautiful lady (Name for reference: Natasha) enters the metro, metro doors close behind her. Moments pause. Metro door opens, Natasha exits. The crowd now looks calm, happy, smiling, laughing, relaxed faces all around. Backdrop : Cars align beside each other waiting for the signal to turn green. Cars honking all around. Everyone looks tensed up, stressed, disturbed. Scene II: A charming guy ( Name for reference: Raj) helps a blind man cross the road at the zebra crossing. The car drivers relax and calm down the moment they see this event.

Backdrop: A boss criticizes his employee in the office, in front of others employees. Everyone is afraid about what is happening. Scene IV :Raj enters the office. The boss calms down, the employees relax, atmosphere becomes joyous. Raj inspires everyone of them, is kind of a role model for everyone.

Backdrop : Noisy Classroom filled with kids of class 2, some kids fighting, some kids shouting, some kids playing, some reading something. Scene III : Natasha enters the class and the room turns silent, the class settles, they look admiringly at Natasha, they are inspired with her fresh glowing exuberance.

Backdrop : Group of boys sitting on the wall by the road, passing comments on the girls/ladies passing by. Scene V : Shipla passes by them, gives them a friendly smile. The boys feel ashamed, look at each other once, silently disperse off to their respective homes.

Backdrop : Lift door is shown. The LCD indicates the lift has reached floor 0 from floor -1. Lift door opens. Group of girls fighting over an issue. Scene VI: Raj enters the lift turns around facing the lift door. Lift door closes. Inside the lift the girls standing behind Raj become quite, are impressed with the poise of Raj. They look at him with a desire to befriend him.

END: Scene VII: Raj and Natasha are a happily married couple. They both are seated together in the bath tub in their bathroom. Lots of lather around. The camera pans from the couple to a cabinet adjacent to them. The cabinet door is open and all the products of Palmolive are arranged in the cabinet. ( Palmolive Aroma Body wash, Palmolive Hand wash, Halo shampoo, Charmis cream, Shave cream.) The camera zooms out from the cabinet and the tag line Palmolive rejuvenates your life runs horizontally across the screen.

Thank You

The Announcement

Rejuvenation It was 74 years ago when we started with the purpose of solving consumer needs. The world has changed rapidly and the company has expanded into newer geographies , the core value has to be relevant to consumer lives . Theme -Rejuvenation in today's stressful world and driving positive change Vitality- Revitalise your senses, Anti Stress-, Happyful and Sensual The core purpose is innovative use all resources to drive positive change in lives of stakeholders and communities Vitality- Revitalise your senses, Anti Stress-, Happyful and Sensual

The Times of India is the most widely read English language newspaper (13.3 million), followed by Hindustan Times (6.3 million), The Hindu (5.2 million).

74 years old Purpose of solving consumer needs.

World has changed rapidly Company has expanded into newer geographies Core value has to be relevant to consumer lives .

Theme -Rejuvenation in today's stressful world and driving positive change

Vitality- Revitalise your senses, Anti Stress-, Happyful and Sensual

Core purpose - Innovative use all resources to drive positive change