Kali Prasad.KR-13A3HP012

Umesh Kumar-14A1HP049

Satyarth Shukla-14A1HP052

Parth Khadgawat-14A3HP607

Y.Prashant-14A3HP636

Using model of the Motivation Process analyze how, according to your group, these ads motivate the consumer purchases.Using CAD and trait theories identify which all personality types are these ads catering to.

1. Advertisement Slogan: “ HELLO HONEY BUNNY ”

This TV advertisement launched with a catchy jingle immediately went viral. ‘Idea Rings All

India’-depicts the diversity, footprint, and seamlessness of our country, and how Idea’s

customers benefit from its pan-India network.The TVC shows Indians from around the country,

with varied cultural backgrounds, connecting as one big happy family of over 120 billion

people, and humming one song - ‘Honey Bunny’ -albeit with a regional flavour.

According to the Motivation Process:

This ad focuses on targeting the Psychological needs, like the social environment, and

interactions with others, affection, prestige and power.

The campaign is aimed at highlighting the strength of Idea’s pan-India coverage by identifying

the unfulfilled need to be connected and driving the people to use Idea’s pan India coverage.

Aligning people with their social needs like friendship, affection, belongingness, helps them

reduce the Tension of social needs and achieve their Goal of staying connected with their

Honey Bunny’s (Close Relations) wherever they go – from Kashmir to Kanyakumari.

Analysis based on CAD & Trait theories:

This ad focuses on Compliance personality traits, like love and appreciation by all the people

of different Geographies and Cultures. It also focuses on the process of connecting with people

and winning their admiration. (Picture#1(i))

The Trait theories used by Idea in this ad are:

a. ‘Need for Uniqueness’- Idea targets people with moderate to high need of uniqueness.

Here the vast network of IDEA is their differentiating feature which lets them compete

with its competitors.

b. With the help of visuals, IDEA appeals to ‘Visualizers’ and shows that it connects the

entire India through its vast coverage.

2. Advertisement Slogan: “ NO ULLU BANAOWING ”

The IDEA brand took the concept of Idea internet on mobiles. The minute-long ad featured

people from all walks of life using their internet enabled mobile phone for instant access to

information and exposing liars and rumor mongers.

The TVC depicts stories –political leaders making false promises and being caught by

smart masses, a young aspiring actress catches the bluff of a producer who claims to have

made many films, etc.

Another ad shows people singing an anthem which speaks of freedom from cheats with

the advent of IDEA Internet. (Picture#5(ii))

According to the Motivation Process :

This ad focuses on targeting the Psychological needs, like the need to be alert, informed and

empowered, all of which are associated with learning of an acceptable Social environment,

interactions with others, Sense of prestige and power within individuals.

The ad shows how the unfulfilled need of being aware of surroundings which are the social as

well as ego needs that creates tension among individuals to search for means to learn and

eventually drive them to learn to be informed about their interests accordingly to their

behaviour and personalities, as shown in the ad be it social, political, scientific or cultural

awareness. This goal can be achieved by using Idea’s Internet on mobile thereby reducing the

tension. Also it provides safety (Social Need) from cheats and people who mislead in certain

situations. It gives them Power to control his/her environment by staying informative.

Analysis based on CAD & Trait theories:

This ad focuses on both Detached & Compliance personality’s traits.

Detached: This particular ad targets audience which includes the Self-Reliant & the Self-

Sufficient individuals who attain freedom from obligations with the help of IDEA Internet.

Compliant: IDEA also targets people who want appreciation after achieving this freedom from

cheats or move towards other such people to join hands against a wrong cause

These ads are specifically catering to the following personality Traits:

a. Less-Dogmatic consumers (Open-Minded) who respond favourably and can become

loyal to IDEA.

b. The Anthem advertisement (Picture#5(ii)) is meant for “Verbalizers” as the meaning is

mostly conveyed in verbal and written (subtitles) information.

c. Consumer Innovators are another personality type which will respond to adopt this.

3. Advertisement Slogan: “ Idea Internet Network (IIN) ”:

In this TVC, people from different background, age group and interests are shown. This was just

an attempt by Idea Cellular to 'democratize education' to leverage their Idea Internet Network

platform, where anyone can learn anything, and can develop these skills into a hobby, business

or career which ultimately brings prosperity in their lives.

Examples of advertisements:

1. A teenage boy sitting at his father's shop fulfills his dream of becoming an engineer

taking help of IIN and builds a drone.

2. A chef becomes a Master Chef, opens his own restaurant and vows his success to IIN.

3. A home-maker finds a way to realize her incomplete dream through IIN.

According to the Motivation Process:

The commercial intends to seek the Psychological needs of a person be it self-esteem or sense of

achievement in learning to achieve his career goal/self-interest. The unfulfilled needs of a

developed skill for an individual’s career/self-interest is taken into account and using the IIN

platform how an individual’s tension motivates him, to drive to learn. According to the personal

interests, the individual uses the IIN platform to develop his skills and hence achieve his goals of

learning, which satisfies his Self-fulfillment needs and Ego needs (Outwardly-directed ego

needs). The ads also showcase the fulfillment of Power and Achievement needs.

Analysis based on CAD & Trait theories:

This set of ads focus on both Compliance and Aggressive personality’s traits, like wanting

appreciation, competing with others, desire to excel and winning people’s admiration with

the use of internet with Idea network.

Ad example: It shows how a teenager gets appreciation and admiration from the society after

developing “Air Drone” which can deliver the product to the customer directly from store.

Trait theories used:

a. “Need for Cognition”- the boy in the ad uses educational resources online to construct a

drone (Pic#3(ii) {Annexure}). The ad appeals to the people who have a need for

cognition.

b. The ad attracts the “Variety-seeking” consumers who want to be technologically

advanced.

c. The ad appeals to Inner-directed customers who had their own standards and are likely

to be consumer innovators. This particular IDEA ad associates with people having traits

like “Need for Uniqueness” and those innovators who are inspired by ‘Social &

Cognitive factors’

d. Idea here tries to attract those people who have high “Optimum Stimulation Levels

(OSL)” and are more innovative. (the boy creating the ‘Air Drone’)

As shown in the “Air-Drone” ad –Picture #3(ii) {Annexure}.

4. Advertisement Slogan: “ Walk when you talk ”

This TV commercial was aired in 2009 and soon gained popularity. The commercial featured

Mr. Abhishek Bachhan who played the role of a doctor who advocates how people can stay fit by

simply walking while talking on mobile phones.

Analysis based on the motivation process:

This ad touches upon a sensitive issue of personal health and contradicts the general perception

that technology has made us lazy and thus provides a positive angle of looking at the benefits of

technology.

This ad targets the safety need of staying fit and healthy and promotes walking as a medium to

stay fit, simultaneously concentrating on the social needs of an individual thereby letting the

customer to stay connected to relatives, family and friends. The customer purchase is influenced

by this ad as in today’s world personal health and fitness is considered to be the most important

but at the same time the most neglected or unfulfilled desires. This leads to tension and change

in attitude and behavior.

Thus, starts a drive towards goal/need fulfillment. Through this ad campaign idea cellular seeds

the idea of health in the public domain.

Analysis based on CAD & Trait theories:

The commercial describes Compliance personality trait like love, appreciation, and winning

people’s admiration by showing how technology can be used to improve health.

Traits/Personality type:

a. The personality type IDEA tries to connect with is the Innovators, who want to improve

health while speaking on call. Also Visualizers who are receptive to the pictures/videos

can be catered.

b. ‘Need for uniqueness’ is displayed by this group of people supporting this ad. For

example, walking and talking will enhance the customers’ health and thereby their social

identity.

c. Consumers who are ‘seeking Variety’ are yet another personality type IDEA can cater to

through this ad as ‘walk and talk’ is a very unique way of adopting a service.

5. Advertisement Slogan: “ Use mobile, save paper ” campaign

This TV commercial featuring Mr. Abhishek Bachhan was aired in the year 2010. He enacts as

the only tree left in forest. He arrives upon an idea of how mobile phone could be used instead of

paper, thus negating the need of cutting down the trees and thus saving the environment.

Analysis based on the Motivation Process:

The ad tries to touch upon the burning issue of deforestation. As per the Maslow’s hierarchy of

needs food, air and shelter are the basic or physiological needs of a human being and these can

be fulfilled by the plants and trees. (Picture#2(i))

Linking this to the motivation process, if these needs remain unfulfilled, it will lead to tension

and a drive to fulfill the needs will arise. This will lead to a behavior change amongst the

consumers and they will change the perception of looking towards the problem of deforestation

and will shift to the viable option of using a mobile instead of paper. Thus, this ad is a motivation

that influences customer’s purchase.

Deforestation will lead to destabilizing the ecology. Hence safety & security needs are also

associated with this ad.

Analysis based on CAD & Trait theories:

The commercial explains Compliance personality trait, like love (for people and

environment), appreciation (for doing something for nature), undertaking huge

responsibilities and winning people’s admiration.

The traits which cater to this kind of IDEA service are:

a. Innovativeness (saving paper and using mobiles) & Need for uniqueness (move ahead

of competitors)

b. These ads appeal to Visualizers who can be moved by such ads and reduce usage of

paper.

6. Advertisement Slogan: Idea ‘Diwali’, ‘Rakshabandhan’ Day Commercials

These series of TV commercials were launched in the year 2013. The commercials featured

various actors engaged in celebrating different festivals in different manners.

Analysis based on motivation process :

This series of ads tried to express the social, safety and ego needs of an individual as per the

Maslow’s hierarchy of needs. These ads are an example of Emotional Branding and hence they

target the emotions of the customers.

In the ‘Rakshabandhan ad’(Picture#6(i){Annexure}), the lady ties Rakhi to the police

officer and the officer in turn offers his contact number for her safety (when required).

This can be seen as the fulfillment of the Safety Need.

In the ‘Diwali ad’ (Picture#6(ii){Annexure}), the Social Need of affiliation,

belongingness & affection is illustrated. It showcases a Muslim middle-class person,

wanting to buy a watch for his wife and a Hindu shopkeeper offering a 50% discount

(Diwali offer), thereby allowing the first person to gift that watch to his wife on Diwali.

Analysis based on CAD & Trait theories:

The Idea cellular has rolled out this set of commercials which showcase people wanting to be

loved, appreciated and admired by their friends, family or co-residents of India during different

festivals, using the Compliance personality’s traits from the Horney’s CAD Research. These

commercials take a leaf from the Neo-Freudian Personality Theory stressing on the importance

of social relationships, the love for festivals Indians have and emotional influences used to target

a customer.

a. Traits like ‘Need for Uniqueness’ and “Innovativeness” can be related with this ad as

this is a new way by IDEA to connect with its consumers.

b. Also, this ad portrays unusually new experience; therefore the personality trait of

Optimum Stimulation Level is also taken into consideration. People with high OSL will

remain innovative and try new methods to cater to the consumers.

ANNEXURE

#1 “Hello Honey Bunny”

#2 “Use Mobile, Save Paper”-

This ad showcases the reach which IDEA

network has nation-wide.

#3 “IIN”

#3(i) this ad focuses on the freedom of learning

(education) anywhere & anytime with the help of Idea Internet Network’s services.

#2 (i) this ad promotes the idea of saving trees and going green. Idea mobile services encourage people to go green & reduce the usage of paper in day-to-day activities.

#4 “Walk when you talk”

This ad promotes the idea of staying fit by walking even while

having a conversation on phone.

#3(ii) A boy develops a drone after studying and learning how to make it on IDEA Internet Network.

#5 “No Ullu Banaoing”

#6 IDEA- “Diwali, Rakhi” ads:

#5(i) This IDEA ad talks about staying informative with the help of IDEA services and not let others make a fool of you (or take undue advantage).

#5(ii) People sing an anthem which speaks about people pledging that they won’t be fooled. It speaks of freedom from cheats and praises IDEA

internet and its services.

#6(i) a lady ties Rakhi to a Police Officer on ‘Rakshabandhan Day’ –the ad spreading the idea of a positive connection between Public and Police.

#6(ii) this ad conveys the following message:-“Irrespective of one’s

religion, celebrating a festival (in this case, ‘Diwali’) is a good idea“.