Gowardhan CampaignAssignment – A 416

Course – 50121412 (Advertising Creative II and Copywriting)

Batch – 2014

Roll Nos. – 720, 664, 650, 723

Our StrategyI – Corporate Advertisement

We have decided to launch a TVC for the corporate advertisement of Gowardhan.

Objective

To sensitize the masses about the dairy brand ‘Gowardhan’ beyond its popular products like Ghee and Dahi.

To create a distinct place for Gowardhan in the market dominated by competitors like Amul and Mother Diary.

Concept of Corporate Advertisement The advertisement attempts to demonstrate the journey of Gowardhan’s

pure and fresh milk from its extraction stage in the cow farms to its processing into a large gamut of dairy products available under the brand’s portfolio.

En route to becoming a ghee, dahi, chaas or paneer, Gowardhan’s milk is treated and processed using state of the art production facilities inspired and borrowed from Germany.

Gowardhan is shown as the brand which stands for cutting edge technology to improve production of dairy products and merges this aspect with the importance of rich taste. (tradition)

The result of this effort – A happy and satisfied family.

Gowardhan TVC Ad – Story Board

Scene

Animation – Long Shot of a cow on a dairy farm. Camera then zooms towards a steel canister placed under the udder of the cow which is now being milked.

Audio - Voice over along with appropriate background score throughout the Ad

Voice-over – With the largest cow farm in India sprawling across thirty five acres …

Cut to – Medium shot of milk from canister being poured into Go Tetra Pack Milk after the flip top of the milk pack opens.

Audio - *Click* sound of flip top opening.

Voice-over – Gowardhan manages to supply a staggering one million litres of milk everyday…

Cut to – Go Milk being poured from the pack and a stream of milk flows. A glimpse of the Gowardhan factory is visible in the backdrop of the stream.

Audio - Voice-over – Using state-of-the-art European technology…

Cut to – Medium shot of Gowardhan Ghee jar

Audio - Voice-over – Gowardhan offers more than sixteen dairy products for your every occasion…

Cut to – Close up of a pan – a home-maker is cooking a paneer dish.

Audio - Voice-over – From your favourite preparation of soft, tender paneer for lunch to the ritual glass of calcium-rich milk at night…

Dissolve to – Close-up of prepared paneer dish. Camera zooms out slowly to reveal other Gowardhan products (Gowardhan dahi, Gowardhan Chaas and Gowardhan Fruit and Yoghurt fusion) decked up on the dining table. A family is seated around the table and all smile excitedly at the sight of the food on the table.

Audio - Voice-over – Gowardhan leaves you with a smile on your face, some good memories and taste buds that yearn for more.

Cut to – Logo of Gowardhan, with the tagline – Your life. Pure life. Your Gowardhan.

Audio - Voice-over – Gowardhan – Your life. Pure life. Your Gowardhan.

II – Product Advertisement We have decided to execute a Print Advertisement for the ‘Fruit and Dahi

Fusion’ product

Objective

To introduce the product under ‘Go’ brand – Fruit and Dahi Fusion

To tap into the Target Market of kids and to give the ‘Go’ brand under the relatively traditional and conventional parent Gowardhan a touch of fun and enthusiasm which is symbolised by kids.

Break into the ‘healthy food’ scene as an option over its competitors in the category like Danone.

Product AdvertisementConcept of Product Advertisement

Gowardhan may have tried to break away from its traditional and conventional image by launching a sub-brand by the name ‘Go’.

To add the spark that Gowardhan has been looking for, we have decided to make kids the pivot around which the product ‘Fruit and Dahi Fusion’ revolves.

Our copy pays a testament to the product itself by talking the merger between the taste of natural fruits and richness of yoghurt. The copy is kids centric and portrays them as the progatonist.

Field Observations(Palack Khanna and Trina Dsouza)

We had been to star bazaar as well as two local kirana stores to observe the placement of Gowardhan products.

We were able to distinctly see the product placement of Gowardhan dahi. The yellow and red colours called out for attention.

Most of the other curd boxes were in the shades of blue and the yellow stood out distinctly in comparison to them.

One of the local kirana stores did not have availability of the dahi but was able to provide us with ghee of Gowardhan. Surprisingly, the only available ghee was that of Gowardhan.

Field ObservationsAnother peculiar thing observed was that even though star bazaar is such a big store, the ‘Go’ milk cartons or the packets were not available. But, the kirana store had packets (plastic pouches) of Gowardhan milk.

The other local kirana store had kept Gowardhan curd boxes in the Danone branded labelled fridge and as soon as we asked for yoghurt, the salesperson extended his help and gave me Gowardhan yoghurt instead of the Danone ones in the fridge.

Field Observations(Sheikh Rehmatullah and Shivshankar Ranjit)

we visited Dorabjee’s and a kirana store in Viman Nagar.

Dorabjee’s dairy products section, like most of the outlets was situated towards the rear end of the floor. A large array of Gowardhan products were decked up in the cooling stores along with its competitors like Amul, Britannia and Mother Diary

There were several products of Gowardhan that we was not familiar with and did not know existed.

Field ObservationsOn closer observation, we noticed that the colour scheme of the Gowardhan products at times were strikingly similar to that of Amul and Britannia which were placed around it.

A few products which used the ‘Gowardhan’ brand name almost ran into Amul with the colours of yellow and red.

And products of ‘Go’ did not stand out from the blues of Britannia

At one Kirana store, the vendor told us that Gowardhan’s packet milk (not tetra), Ghee and Dahi are the bestsellers. Among tetra pack, he had Danone, Nestle and Amul but not ‘Go’.

Field ObservationsWhen asked about distribution, he said that the Gowardhan milk and dahi racks supply their store daily in the morning. The ghee and other products need a special order which happens on a weekly basis, or sometimes depending on the stock.

The Kirana wala introduced us to Gowardhan ‘flavoured milk’ which he had in the store. Branded ‘Gowardhan Top Uppp’, the milk comes in several flavours but at that point only the mango flavour was available. He said that it was introduced just three months earlier into the market.

The Kirana store had Gowardhan ‘Fruit and Dahi Fusion’ for the first two weeks of its introduction into the market but he did not order any more stocks after the first round.

Thank YouGo Gowardhan from today