Ad Evaluation of Rasna Shake Up TVC

A

Summer Training

Project Report

On

“Advertisement Evaluation of Rasna Shake Up T V Commercial”

 

Submitted

On

July 20, 2004.

In Partial Fulfillment of the Award of

Master in Business Management

N. R. Institute of Business Management

Ahmedabad.

Prepared by:

PAYAL PARIKH


It gives me great pleasure to express my gratitude to all the esteemed people who helped me in the preparation of this project which has been a great learning experience.

I would like to thank Mr. Sachin Kamath and Mrs. Lakshmi Suresh for giving me this opportunity to work on this project on  ‘Advertisement evaluation of Rasna Shake Up T V Commercial’ which has enabled me to get an insight into the Advertisement Industry & also an opportunity to study aspects such as vast contribution of advertisement on Sales and Brand awareness.

I would also like to thank the whole Rasna team at Mudra - Mr. Saji Mathews, Mr. Neeraj Hasija, Mr. Ronak Shah and Mr. Narayan Murthy for providing me insight about the advertisement world and helping me at each and every stage of my project.

 I also would like to thank creative as well as administrative staff of Mudra Communications for their support and cooperation.

In 1980, Mudra started with a modest turnover of Rs.30 lakh in the first year of operation. The first few years indicated a placid growth rate of 25%. From 1985 onwards, turnover accelerated at a furious pace. This led to Mudra becoming the third largest agency in the country in a short span of 9 years.  Currently Mudra's turnover is in excess of Rs. 7 billion and the company continues to maintain a healthy growth rate.


The project report basically deals with the evaluation of the Rasna Shake Up T V Commercial. The evaluation is done on the basis of its effectiveness in terms of

  • Sales
  • Emotional grounds

I have used the interrogation/communications study where the researcher questions the by personal means. I have used two main sources of data:

  • Primary Source: in the form of questionnaires.
  • Secondary Source: books, Internet, articles from newspapers, magazines.

Our population consists of all the kids in the age group of 4-12 years. And moms in the city of Ahmedabad, out of which the relevant population will be those in SEC A, B, C. The sample size is taken 100 each-kids and moms.

The advertisement is successful in terms of sales of the product – Rasna Shake Up. But it is more successful in terms of emotional grounds. This is because of the baseline  “Don’t B Seedha Sada”. It is very popular among kids.

Today’s kids want themselves to different from the lot. Unlike earlier days, they don’t want to be called Seedha Sada. And the agency, understanding the kids’ mindset very well have selected this baseline and very well targeted its audience.

The advertisement does not touch upon the nutritional attributes, but mainly focuses on fun filled attributes in drinking milk.

MUDRA

“The relationship between a manufacturer and his advertising agency is almost as intimate as the relationship between a patient and his doctor.”

  • David Ogilvy

        Mudra – The Trend Setter

In an industry that sets trends, to be a trendsetter is no mean achievement.  Yet, in the 23 years of its existence, Mudra has set trend after trend. To the extent that if it is something new, Mudra is somewhere in the picture. Here are some. It was Mudra that first gave India double spread colour ads  

        It was Mudra that first sponsored commercial telecast of a major    sporting event with the India-West Indies series of 1983 

        It was Mudra that first branded a public issue, `Reliance Khazana'  

        It was Mudra that made India's first telefilm, `Janam' 

        It was Mudra that gave Doordarshan `Rajani", the serial that heralded a new consumer awareness in India 

        It was Mudra that gave India its first academy for advertising  The Mudra Institute of Communications, MICA  

        It was Mudra that gave India its first transnational agency, Mudra International  

        It is Mudra that gave India her first advertising archives, the MAGIndia 

        A Look Upon The Founder:

Shri A G Krishnamurthy’s teachers saw that their student would go on  
to make advertising history
 ▪ 
  
In ‘68, he joined Calico Mills in Ahmedabad and in ‘72, moved to their advertising agency,
Shilpi Advertising ▪ In ‘76 he moved to Reliance Industries as their advertising manager ▪ Four years later, on 25th March, 1980, he founded Mudra Communications ▪ 
  
This is where the story begins
 ▪ 
Shri Krishnamurthy started with 1 brand, Vimal
 ▪ 

The chain he set up today has a 125 links, a 125 clients ▪ 
  
In ‘91, he created the Mudra Institute of Communications, Ahmedabad (MICA), the only advertising school of its kind in Asia
 ▪    
A couple of years later came Mudra International, again the first time an Indian agency had opened shop abroad
 ▪
  
In ‘95 Shri Krishnamurthy was nominated
Advertising Person of the Year by A&M, India’s leading marketing journal ▪ 
  
In ‘97, he was inducted into the Calcutta Ad Club’s
Hall of Fame ▪
  
In ‘98, the British magazine ‘
Media International’ nominated Shri Krishnamurthy as one of the 25 key figures in the international advertising industry ▪
  
In ‘99 he was awarded the AAAI-
Premnarayen Award in recognition of ‘his pioneering spirit and entrepreneurial vision’ ▪
  
After an eventful stint spanning 23 years as Chairman and Managing Director of Mudra, Shri A G Krishnamurthy
retired on 31st March 2003 ▪

        Growth Since 1980:


In 1980, they had
one client - Vimal  And a 500sq.ft. office Their objective was very simple  To create the best contemporary advertising   Which they did 
It made the advertising fraternity sit up and take notice
 ▪
Which explains how
nine years hence, Mudra was the largest Indian advertising agency And today, 23 years hence, they have 125 clients nationwide 
And 3 agencies, 8 offices and 6 divisions in India 
 And an equity partnership with DDB Worldwide  And a capitalised billing of Rs. 7.8 billion ▪ And a portfolio of some of India’s best brands  And Agency of the Year awards six times  
  
And here are a few words from their clients 

If you’re looking for an agency that can be part of your own team, that cannot be called an agency, but is a part of your family. That treats your products as their product and whose people will work as if they’re working in your organisation, there’s only one agency. That is Mudra.”   
-Piruz Khambatta, CMD  
Rasna Enterprises Ltd. 
  
They’re completely involved in the brand. They take an active role and see them as a partner.”   
-Amit Jatia, MD  
McDonald’s Hardcastle Restaurants.

        And Did You Know About The Awards

Mudra has collected many accolades over the years including the "Agency of the Year" award for 6 years besides the induction of Shri A.G.Krishnamurthy (Ex CMD) into the Calcutta Ad Club Hall of Fame; his being chosen as the Ad Person of
the Year by A&M; his nomination as "one of the 25 key figures of the international Ad Industry" in 1998 by British Magazine - Media International; and the AAAI-Premnarayen Award in recognition of his pioneering spirit and entrepreneurial vision 
  
  
1993 | Total awards 55
Agency of the Year - A&M
   
1994 | Total awards 52
Agency of the Year 
- Bangalore Ad Club
 
1995 | Total awards 84
Agency of the Year
 - A&M    
Advertising Person of the Year 
(A.G.Krishnamurthy) - A&M 
    
1996 | Total awards 90
Agency of the Year 
- Calcutta Ad Club
  
1997 | Total awards 67
Agency of the Year - The Pioneer
Hall of Fame (A.G.Krishnamurthy)
- Calcutta Ad Club
 
1998 | Total awards 87
The British magazine "Media International" nominated A.G.Krishnamurthy
One of the 25 key figures of the international advertising industry
  
1999 | Total awards 60
Agency of the Year 
- Delhi Ad Club
AAAI - Premnarayen Award 
(A.G. Krishnamurthy)
in recognition of his pioneering spirit and entrepreneurial vision

2000 | Total awards 72 (36 Awards of MAG)

2001 | Total awards 50 (16 Awards of MAG)


2002 | Total awards 27 (2 Awards of MAG)

2003 | Total awards 41 (1 Award of MAG)
 (1)
 (2)
 (5)
 (4)
 (7)

Creative Awards
884 awards till date

Updated on 5 June, 2003

        Whom Do They Serve

Mudra started with one client, Vimal in 1980. today Mudra handles 120 brands nationwide. Some of the major clients include:

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        Collaborations:

In 1988, they decided to collaborate with an international agency  An agency with the vision, experience and determination to set standards for the profession  That agency was DDB Worldwide, part of the Omnicom Group  

This affiliation gives them access to the best creative product, latest information technology, media modelling, direct marketing and other international advertising and marketing inputs  

        Billings:

In 1980, Mudra started with a modest turnover of Rs.30 lakh in the first year of operation  The first few years indicated a placid growth rate of 25%  From 1985 onwards, turnover accelerated at a furious pace  This led to Mudra ...

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