6.

The Creative Strategy

6.1 The creative Process
The five steps that have been undertaken in the according to Young’s Model are

Immersion: Research on the campaigns done in the past

Digestion: Analysed the information and identified various cohorts that the brand has been trying to
target

Incubation: Thought of the existing problem and how to target the working professionals

Illumination : Lack of energy needed for the day to stay active even after the work

Reality or verification: Studying the idea if it still looks good and finding the resonance if the
problem would be solved

The storyboard has been

6.2 Campaign Theme

The underlying theme of the campaign is re-position the brand Horlicks for energy boost targeted at
working professionals

6.3 Promotional Appeal

The appeal is based on both Affective and Conative Strategies

Resonance advertising attempts to connect a product with a consumer’s experiences to develop

stronger ties between the product and the consumer. Here the product tries to alleviate the negative
experiences faced in the life of working professionals

Emotional advertising attempts to elicit powerful emotions that eventually lead to product recall
and choice. Many emotions can be connected to products, including trust, reliability, friendship,
happiness, security, glamour, luxury, serenity, pleasure, romance, and passion. Here we’d like to
connect the happiness

Generic messages are direct promotions of product attributes or benefits without any claim of
superiority. This type of strategy works best for a firm that is clearly the brand leader and is the
dominant company in the industry. The goal of the generic message is to make the brand
synonymous with the product category. Horlicks here stands for “dinbhar ka energy booster”

6.4 Execution Technique

Slice-of-Life

Here we have proceed with Slice-of-life commercials. In slice-of-life commercials, advertisers attempt
to provide solutions to the everyday problems consumers or businesses face. This format was made
famous by Procter & Gamble during the early days of television advertising in the 1950s. The
advertisements normally show the common experiences and especially the problems people
encounter. Then, the good or service is made available to solve the problem.

The most common slice-of-life format has four components:

1. Encounter

2. Problem
3. Interaction

4. Solution

Here the typical employee encounters a problem in her day to day office life being faced with
decreasing energy levels. On interaction with regular users, the employee finds solution for her
problem

6.5 Sources And Spokespersons

One final major issue remains for the creative, the company, and the account executive. Selecting the
right source and spokesperson to use in an advertisement is a critical decision. Four types of sources
are available to advertisers:

1. Celebrities

2. CEOs

3. Experts

4. Typical persons

Here the typical persons are used to communicate the message and the expertise of regular
customers becomes the source

For story board and Print Ad please refer the exhibits

Exhibit 1: Storyboard
Exhibit 2: Print Ad