INTEGRATED MARKETING

COMMUNICATIONS

SUBMITTED BY-
NRIPIN NARAYANAN K
T5, MBA
 ADVERTISEMENT OF DIARY MILK

1. Identify the audience characteristics of the advertisement. What does the company
want the audience to know?

For Diary milk, that target audience is global, and it's young namely millennial. So rather than
a pricey ad slated during an expensive 30-second slot during yet another high-profile, televised
event, marketers for diary milk decided to use the compelling aspect of video and the engaging
features of blogging to connect with share happiness young consumers. “Video is compelling
because it's visual, sharable, and influential,” Miazga-Bedrick explains. “But it also must be
relevant to engage audiences.” So with strategy from AMV BBDO, brand marketers for diary
milk solicited 18 popular vloggers video bloggers who primarily share content on YouTube to
each showcase a vlog . The eclectic group poked fun at themselves with fun, quirky videos
released in eight markets across the globe, The audience that diary milkis trying to target is
very large. The ads and commercials appeal to men, women, elderly, and children. Diary milk
grabs the audience by use of context, clever illustrations, and color themes.To improve
popularity of the diary milk product.

2. If there are figures what are they like? What can be said about their facial expressions,
posses, hair style, age, gender, hair color, ethnicity, education, occupation, relationships?

Many television advertisements have special ways of grabbing your attention. For most ads this
is somehow finding a way to make people relate. Most commercials like keep things simple by
basically stating the product and why one would need it. Commercials are always directed
towards the viewer and are always trying to benefit the viewer. The word rhetoric in a
commercial has become nothing but typical in advertising. Rhetoric is the art of effective or
persuasive speaking or writing, especially the use of figures of speech and other compositional
techniques. Diary milk Ads use bold, eye awakening pictures and words on their commercials to
capture the attention of viewers. This is common in many commercials but diary milk captures
attention in a different way.

3. What does the background tell us? Where the advertisement taking place is and what
significance does the background have?

When first watching a diary milk commercial, most would think that they a comical and
senseless. This particular commercial is a great example of that. This hilarious commercials
actually brought great product recognition to the cadbury company. Football is the main focus
and it even makes one question if cadbury makes you a better football player. Even while this
commercial makes you question the true meaning most can conclude that a diary milk candy bar
in fact does not make you a better athlete. The commercial uses this particular hyperbole to catch
the attention of the person watching in a very unique way. This commercial combines comedy,
celebrity placement, and commonplace to ensure that this is a memorable and enjoyable
advertisement for viewers of many different categories.
4. What action is taking place in the advertisement and what significance does it
have?

International advertisement has launched a new TVC for the all-new softer, smoother and

silkier Cadbury Dairy Milk Silk. Revolving around the theme of ‘indulgence’, the film

effectively captures the immersive joy of consuming a bar of Cadbury Dairy Milk Silk.

This is showcased through three young people who are shown taking hearty bites of the

new silkier chocolate and also scooping it with their fingers, enjoying the softer, smoother

and creamier sensation. The TVC has been conceptualised by Ogilvy India for the

relaunch of the chocolate. Silk has been a great success story for us ever since its launch.

The renovation of Silk is in line with our efforts towards providing an even more superior

chocolate eating experience in India. The new Silk TVC showcases characters being

completely immersed in the experience of consuming the new Cadbury Dairy Milk Silk.

The product has been improved to deliver greater softness and creaminess, while retaining

the signature Silk taste, to make it the best chocolate in India.”

5 .What themes or theme do we find in the advertisement? What is it about?

Cadbury diary milk has announced the launch of a new campaign ‘Kuch Achha Ho Jaaye’
building on the iconic ‘Kuch Meetha Ho Jaaye’. The campaign aims at celebrating the
generous instinct in everyone and showcasing as to how such moments go on to
strengthen human relationships. Through the Generosity campaign, the brand in India
now explores the theme of Achhai (goodness), building on its strong proposition
of Kuchh Meetha Ho Jaaye.

6.Does it essentially provide information or does it try to generate some kind of

This beautifully told story, about a girl buying a bar of Cadbury Dairy Milk for her mum’s
birthday using trinkets, is both touching and honest. For a brand that has lost its way of
late, a return to its roots that has its feet firmly grounded in the messy reality of daily life
is a quietly effective marketing strategy. Rather than offering up a heady dose of escapism
this ad underlines our capacity to find joy in the everyday, from the daily rush to get to the
school gates to the constant demands of the smartphone-shaped dictator hiding in all of
our pockets. Pitch perfect.

7. Design a new IMC plan for the brand, indicating about the objectives, strategies,
and budget plan?

Like most brands, diary milk is experimenting with programmatic buying and using
contextually relevant creative to maximize reach. But identifying when people are most
likely to have impulse moments — to literally be in the mood for a candy bar — is a way
the brand might someday eschew the traditional demographic-driven approach to ad
targeting. “Not only are people more likely to want to talk about it because your
communications are more relevant, but they are more likely to want to share it as well.
More importantly, they are more likely to buy your product, which is a key metric we
look for.” The wider strategy for diary milk is a media blend leveraging earned and paid-
for media. While its “You’re happy share the happiness” campaign has featured
celebrities from the outset, Burdett said it is exploring partnerships with third parties for
its content marketing.