This was a presentation made by the team of FCB-Ulka for the Advertising Induction for FMS, Delhi in August 2007. The presentation was led by Sanjeev Bhargava, COO, FCB-Ulka alongwith Maulshree Kalotia and Piyush.

1. The most fun you can have with your clothes on!  An Advertising Session For FMS Delhi By FCB ULKA 26th July’07

2. So, what are we going to do today?

3. Entertain you… Make your heart, mind & probably feet move… Make you smile….. Hopefully, make you forget your classes, submissions.. and the other B school Blah Blah… And probably leave you with an advertising afterglow…

4. Your Hosts for the show! Sanjeev Living talking Gatorade [email_address] COO @ FCB ULKA Sanjeev is what you call an energy drink. Always tripping on work, I wonder if he ever sleeps!! Plays the occasional but the passionate writer whenever time lets him Maulshree Enthu cutlet MBA @ ISB Played client at Godrej Claims to “Plan” on SCJ, Naukri, ITC, IBIBO etc Plays Storyteller on weekends

7. The World of Advertising Moving minds, hearts, and feet!

8. “ The cod fish lays ten thousand eggs, the homely hen lays one. The cod fish never cackles to tell you what she’s done. And so we scorn the cod fish, while the humble hen we prize. It only goes to show you that it pays to advertise ” - Ogden Nash

9. Such is the power of Advertising!

10. In early 20 th century in America, the production of oranges grew at an alarming rate. With the result of which, orange trees were being cut down and natural resources started to be getting wasted.

11. Mr. Lasker who regarded the idea of cutting trees as criminal came up with a revolutionary solution for Sunkist, a leading international citrus supplier … … to persuade the public to drink orange juice.

12. He created something called “Juice Extractor”, which not only gave a way to consume oranges but also changed the behavior of the public. Mr. Albert Lasker is the founder of FCB and is regarded as the father of modern advertising.

13. Sunkist ad

15. Advertising Agency

17. Key Players in an Advertising Process

18. Advertising Agency Account Management Client Account Planning Creative Media Planning Account Management Consumer implementation/ execution Advertising need Advertising strategy Advertising

19. Account Management The door to the advertising agency

21. The most successful account management people are the ones who have played the role of a business partner to a client…and a leader within the agency.

24. Account Planning The door to the consumers

31. Creative Department The creators

32. In 1988, a meeting was held of Nike’s ad agency Wieden and Kennedy and a group of Nike employees. Dan Weiden, speaking admiringly of Nike’s can-do attitude, reportedly said, “You Nike guys, you just do it.” The rest, as they say, is history.

33. What can be the best visual representation of “movement”?

36. Who is the media planner?

43. Walk the Talk: How can you be responsible clients

45. “ Forget, just for a minute, that you are briefing an agency. Instead, pretend you are standing on the bank of a river about to build a bridge”

54. Judging Creative Ideas judging ideas is both an innate talent and a skill. it’s both rational and emotional. it’s where personal tastes and preferences can collide with process and consensus . it requires imagination, leaders hip and trust. inevitably it leads to conflict .

55. Assessing and responding to the IDEAS their agencies put forward is one of the most difficult things clients have to do

56. Ten pieces to the jigsaw

71. 10. RELAX!

72. If only the world was ideal!

73. Peek-a-boo into the real world How do clients generally react to creative Do’s & Don'ts

76. “Negative headlines are wrong” It’s boring!! It leaves no question answered No Story No Drama No Interest!!

83. Rules that get in the way

93. Behind-the-Scenes aka Ad 2 case studies that take you through the making of an ad

95. Mummy ka Magic Market Context & Problem Definition The Washing Machines Market : 2000-2001 Not a place for the weak hearted!

96. For the third consecutive year, the category lost volumes... Overall white goods slowdown Competition from new age durables - Mobiles - PC 2001 continued the downward trend In Million Units Source: ORG Trak Data

97. While the crowd for the shrinking pie kept growing - Number of Washing Machine models reported by ORG Kenstar enters the fray SKU proliferation… share fragmentation 27 52 28 52 SA FA 2000 2001

100. Qualitative studies pointed out some concern areas for the brand With the brand promise ‘ Whitest white’ wash a powerful property for Whitemagic But not laddering onto the final payoff - ‘cleans better’ strongly enough Source: Communication research, IMRB

104. How did we strengthen the ‘cleans better’ promise? 1999 2001

105. Stain Removal added to whitest white Difficult stains like gravy, ketchup & oil

107. How did we address perceptions of capacity constraints? 1999 2001

108. Washing large/difficult clothes Like curtains, tablecloth, cushion

109. Creative development: The context Retain whiteness but communicate ‘cleans better’ through stain removal Leverage Agitator’s handwash but reassure on capacity Stains on whites Large clothes- curtains, table cloth

110. Other Strategic changes

111. Psychographic segmentation of Indian women revealed 3 major profiles of women Source: IMRB Psychographic Segmentation Study Traditionalists Discerning Modernist All Housewives Aspirants

115. Communication to target the top end of pyramid a partner to her husband involved in all decisions at home a friend to her children Informed and Discerning appreciates technology willing to pay more where she sees value

116. Creative development: The connect Whirlpool is not just about a ‘better product’ It is about being a partner to the homemaker Giving her confidence in her ability to handle a challenge And keeping her cool when others would lose it The key - giving her the credit, making her the heroine

117. Notice the change in Amrita’s personality 1999 2001

118. Building association with her genre of media vehicles

119. Film contests and in-cinema promos carried forward the excitement

120. Results

121. The consumer clearly noticed the advertising! Brand and ad awareness reached an all time high for Whirlpool ECT thrice that of the next brand Brand Awareness Ad Awareness Source: NFO MBL SRM

122. Source: NFO MBL SRM Scores indexed Whirlpool improved on ‘large capacity’ … and on ‘whitest wash ’ ( Also gained on ‘cleans better’

123. Post campaign market share growth too suggests the same thing…

124. And an Effie winner Mummy ka Magic chal gaya

126. What do you do ??? When you want to make a little known brand from a little known company in a little known business in a little known medium the most important thing in the life of a person who wants to change his job?

127. The naukri.com story

131. Leading to a vicious cycle of ‘not so hot’ resumes and jobs Lack of imagery and relevance Lack of quality job postings Lack of quality applications

133. THE CREATIVE

134. What’s the insight?

135. What’s the creative strategy?

138. KEY INSIGHT People do not quit companies... They quit their bosses! The challenge was to creatively leverage this insight

140. Humor was used to get cut through and instant empathy To stimulate this suppressed angst towards bosses CREATIVE STRATEGY

144. So what did this do for naukri.com?

145. Naukri able to attract talent 150% Growth 73% Growth

146. Naukri knocked out the competition & increased its topline 112% Growth

147. And won an Effie!

148. Advertising idea continues to remain the same, creative execution refreshed

149. As we promised, here it is… Some work that makes us proud to be the “Ad Guys”