Presentation OnRobi TVC(Television Commercial)

“Spreading smiles this Ramadan”

Details of Robi TVC

• Client: Robi Axiata Ltd.• Brand: Robi• Campaign: Eid 2014 (Spreading smiles this Ramadan) • Media: TVC• Agency: Advertising Archive Bangladesh • Category: Telecom• Year: 2014• Published on Jun 30, 2014• Category

• Nonprofits & Activism

The Appeals that is used in this TVC

Emotional Appeal is used in this TVC of Robi that is based on three ideas so that Consumer cannot ignore this advertisement of Robi. Emotional appeal gets noticed extremely by the consumers. Emotional advertising in this TVC can capture a viewer’s attention & cause an

attachment to develop between the consumer & the brand.

Kind of Emotion used in this TVC

The kind of emotion or emotional appeal that is used in this TVC of Robi is passion or feeling.

The passion or feelings for the street children who are deprived of the joy of Eid.

Justification for : “Why we feel Emotional Appeal is used in this TVC ?”

We’ve got a message through this TVC of Robi that is “Thousands of children like them don’t get the joy of Eid If you feel for them Then recharge your Robi number You will receive attractive bonuses And underprivileged children will receive the joy of a new dress on Eid” Through this message Robi had tried to make the consumer emotional by using the emotional appeal that is passion or feeling for the street children. Most creatives view emotional advertising as the key to brand loyality. After doing this TVC of Robi, the brand loyality towards Robi had increased by it’s customers dramatically & Robi had made it’s customers to feel bonded with it.

Justification for : “Why we feel Emotional Appeal is used in this TVC ?”(Cont.)

Visual cue in this TVC of Robi contribute to the feeling for the street children that is only possible in case of the

usage of emotional appeal. Peripheral cues used in this TVC of Robi such as the music and the actors are much appropriate to

capture the emotion or feeling of the customers. The last message of this TVC of Robi that is “ This Eid on whose face will you bring a smile ?”

aggregate the passion or emotional feeling of the customers for the street children.