ENGLISH
INVESTIGATOR
Y PROJECT
2024 - 25
ACKNOWLEDGEMENT
I express my sincere gratitude to our principal Mrs Ajeena A P and our vice
principal Mrs Priya Chandran. I would also like to thank our school management
for providing the required facilities for the successful completion of this project.
I extend my special thanks to our English teacher Mrs Sudha AS for their valuable
guidance and support.
SL TITLE Pg No
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No
1 COVER PAGE- ADVERTISEMENTS
2 CERTIFICATE
3 ACKNOWLEDGEMENTS
4 STATEMENT OF PURPOSE
5 INTRODUCTION
6 REPORT: NIKE(USP)
7 REPORT: SNICKERS(USP)
8 REPORT: AMUL(USP)
9 REFLECTIONS
10 BIBLIOGRAPHY
STATEMENT OF PURPOSE
Our English Investigatory Project 2024-25 titled - 'Advertisements' aims to explore
and analyze the various public communication methods that promote a product,
service, brand, or event.
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This analysis dives into the beauty of advertisements and its power of influence
over consumers. Advertisements are important for businesses because they are the
most direct and proven way to reach potential customers.
We created a Google form to dwell deeper into the analysis of our project and got
an overall opinion about the upcoming advertisements. This survey has been
deemed to be accurate overall.
Thank You
INTRODUCTION
Advertisements are an important part of our everyday lives, shaping how we see
products, brands, and even ideas. This project, "Advertisements" explores how
advertisements have changed over the years and what makes them effective and
memorable.
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We focused on well-known brands like Nike, Snickers, and Amul to understand
their advertising strategies and how they have stayed relevant. By analyzing their
designs, messages, and unique selling points (USPs), we discovered that
advertisements do more than just promote products—they tell stories and
connect with people on a deeper level.
To make our study more meaningful, we conducted a survey to gather opinions
from our peers about advertisements and how they could be improved. This
helped us understand how creativity and innovation play a key role in making
advertisements successful. Through this project, we aim to show how
advertisements combine art, strategy, and communication to leave a lasting
impact.
NIKE
1. How the advertisements have evolved-
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One of Nikes earliest advertising campaigns was the ‘There is no finish line’
campaign, created by John Brown and Partners. The poster was an instant hit
with consumers and has become legendary in the design industry for pretty much
launching the advertising ethos of Nike itself.In the 90s and early 2000s, Nike
focused on creating huge cinematic ads with Hollywood movie special effects
and budget. This approach worked at the time, but nowadays Nike focuses more
on storytelling and adverts that their target audience can relate to, rather than
adrenaline fuelled madness! It partnered with top athletes like Michael Jordan,
Serena Williams, Christiano Ronaldo and introduced memorable campaigns
(e.g., "Freestyle," "Find Your Greatness").
2. The current trends in Nike advertisements-
● Find Your Greatness
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The Find Your Greatness campaign was released during the London Olympics in
2012. Nike had lost the Olympics sponsorship battle to Adidas. One of Nike’s
values is “always on the offense” and this is what they showed, turning the loss
of sponsorship into a win in social media buzz and sales revenue.
● Nike Freestyle
The commercial is beautifully crafted by hip-hop legend, Afrika Bambaataa,
recreated with the beat of basketballs bouncing and sneakers squeaking on the
floor of the court. Did you know that the sound is a necessity to players?This
commercial was Nike’s answer to AND1, which was an up-and-coming brand
that dominated the streetball scene at that time. Nike basically destroyed AND1
with this commercial.
● Horror, Why Sport?
Released during the Sydney Olympics in 2000, the campaign aimed to be a
playful parody on the horror genre.Because of its “shock” value.To this day
people still reference it and it’s now become a bit of a cult classic. And even
though it backfired for Nike at the time, it made the brand stronger as a result.
3. USP of Nike-
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“Just Do It” – Nike's USP emphasizes motivation, inspiration, and empowerment.
It positions Nike products as tools for athletes and fitness enthusiasts to push
themselves beyond their limits, appealing to customers who aspire to achieve
their athletic goals.
The "Just Do It" messaging encourages customers to overcome obstacles, push
beyond limits, and achieve greatness. This is reflected in Nike's visual identity,
featuring the iconic swoosh logo, bold typography, and dynamic imagery.
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SNICKERS
Snickers is a well-known, well-loved chocolate brand in the UK. Its memorable
advertisements, such as the iconic You’re not you when you’re
Hungry campaign, have resonated with consumers worldwide, ingraining the
brand in their minds. Snickers’ campaign aimed to make Snickers the obvious
choice during consumers’ hungry moments. But how did this become a reality?...
LET’S SEE.
Creative Strategy:
When people get hungry, they make stupid mistakes and they’re not themselves
– Snickers can prevent this from happening with its candy bar full of peanuts.
Snickers’ challenge was keeping its classic message, “You’re not you when
you’re hungry,” from getting old by relying on only one form of storytelling.
Previously, video had been a natural way for Snickers to deliver its message, but
an increasing number of consumers’ media time was being spent listening rather
than looking.
Spotify was selected to execute the campaign because of its access to data
required to target users. The campaign gave Snickers a way to reach consumers
who no longer use traditional forms of media, and increasingly consume media
on mobile.
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Trends in advertisement:
"It's so satisfying"
In 1980, Snickers (and Marathon) ran ads which featured a variety of everyday
people discussing why they like Snickers. The ads featured a jingle that said "It's
so satisfying" and depicted a hand that would open and close showing a handful
of peanuts converting to a Snickers bar. "Packed with peanuts, Snickers really
satisfies" was shown in the commercials.
Not Going Anywhere for a While?
Beginning in 1995, Snickers ran ads which featured someone making a self-
inflicted mistake, with the voice-over saying "Not going anywhere for a while?
Grab a Snickers!" The tag line at the end of each ad proclaimed, "Hungry? Why
Wait?" Later ads have used the tagline “Rookie mistake? Maybe you just need a
Snickers.”
Campaigns by snickers:
You're Not You When You're Hungry
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In 2010, a new advertising campaign was launched, usually based around
people turning into different people as a result of hunger (taking the new
campaign's name "You're Not You When You're Hungry" quite literally). The
tagline varied depending on the commercial's location or what variety the
commercial is showing. The American adverts initially ended with the tagline
"Snickers Satisfies".
Maybe You Just Need a Snickers
In 2020, a new campaign was trialled, focusing on the theme of people doing
things that contradicted what they think they are doing, such as a man crawling
along rocky ground when he thought he was climbing a rock face, the new
slogan for this commercial, "Confused? Maybe you just need a Snickers",
indicating hunger-induced confusion. This campaign was revived in the UK in
2024 to promote the 2024 UEFA European Football Championships, featuring
footballers Bukayo Saka and Luka Modrić.
Hungry Skies
The new “Hungry Skies” campaign is part of a broader effort to recruit millions of
consumers to the iconic Mars chocolate portfolio and shows SNICKERS as an
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essential travel snack that provides total satisfaction in hilarious, and perhaps all-
too-relatable travel situations. Created in partnership with lead agency BBDO
New York, part of Omnicom, the “Hungry Skies” campaign pokes fun at out-of-
sorts passengers with spots featuring airborne agitations like in-seat yoga,
repeatedly pressing the call button and even sharing a seat with an emotional
support snake.
USP of snickers:
Snickers: You are not you when you are Hungry
The USP appeals to the hunger of their audience and that their product can
satisfy the hunger for good. The USP compels one to think of Snickers as a go-to
choice to keep for hunger rather than a snack.
The category shift from a usual confectionary to an everyday bar is brilliant.
That’s why this USP is used in the bar packaging and all the advertisements.
While looking for ideas, keep in mind that Snickers changed its category with one
USP.
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AMUL
If you live in India and haven’t heard about Amul, you’re surely living under a
rock!
Amul is a FMCG giant in the food sector. It earned INR 61,000 crores in revenue
in FY 2022.
That’s 1.2x the combined revenue of Nestle, Britannia, Dabur & Godrej (top 10
FMCG brands in India)!
But more than its products, Amul’s timely and topical ads have become iconic
over the years!
What’s surprising though is that Amul has achieved this feat by spending less
than 1% of sales on its advertising, compared to the FMCG industry standard of
8-15%!
So, what’s the secret of this advertising icon, Amul? Let’s find out!
The beginnings of Amul’s iconic advertising
Right from the start, Dr. Varghese Kurien was particular about creating a strong
& unique brand identity for Amul. So, in 1966, he handed over the advertising to
Sylvester da Cunha and his ad agency. Cunha & his team conceptualized the
iconic Amul girl and the tagline, “Utterly butterly delicious” for Amul butter.
Now, the Amul girl was actually created in response to the mascot of its
competitor, Polson!
There were two key aspects to all the Amul girl ads:
1. The ads were timely and connected to the current situation in the country.
2. There was always a tongue-in-cheek humour involved in the ads like pun,
imagery, etc.
These ads became wildly popular and the Amul girl has stayed relevant for more
than five decades now!
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Amul’s secret: Family branding! Adoption of “The Taste of India”
Amul does not spend separately to create a brand out of each of its products.
Rather, it focuses to build an umbrella brand for the company itself i.e. Amul. In
advertising, this approach is called umbrella branding or family branding. So,
Amul as a brand is synonymous with “Taste of India” and consumers identify
every product as coming from Amul.
Amul – The Longest Ad Campaign In The World
It all began in 1966, when Sylvester daCunha, then the managing director of the
advertising agency- Advertising and Sales Promotion (ASP), got the Amul
campaign.
The idea was to enter the hearts of every Indian homemaker and on the
suggestion of Dr. Verghese Kurien himself, the little naughty Amul girl with a
pony and polka dotted dress was born. The longevity of this campaign is a
reflection of the values it encapsulates – honesty, integrity, and the pursuit of a
better life for those involved in the production of the very essence of Indian taste.
1. The Witty Ads:
What makes it even more successful and approachable for Indians is the witty
and timely commentary on current events. Let’s be honest, we all have running
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commentary on current events, the Amul girl just hits the point on this one and
hence the connection gets deeper making her a cultural icon.
2. Original and Authentic:
Amul Girl design is a true symbol of the Indian middle class and an original
design that has an authentic appeal. All its elements are authentic
representations of its widespread audience – what should be kept in mind while
creating new visual communication elements by designers and brands today.
3. Being Playful:
Amul Girl design includes elements of hidden and obvious playfulness that keep
her authentic and relatable. A touch of whimsy with a little witty and timely
commentary on the current events keep the design and visual communication
engaging.
USP of Amul- Amul's USP is its cooperative structure, which promotes farmers'
welfare and empowerment. Amul stands out from its competitors and appeals to
consumers across various demographics because of this mix of qualities. Amul’s
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USP is built around promoting Indian culture and values through its branding and
marketing, emphasizing the health benefits of dairy consumption, empowering
rural farmers and contributing to national development e.t.c.
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AREAS OF IMPROVEMENT:
★ A survey was conducted asking our peers to give suggestions to improve
the advertisement
The following is the summary of the feedback received:
● The pink text for the tagline blends slightly with the background.
● The yellow text of the sublime is somewhat hard to read due to the uneven
ground texture. A more saturated yellow or contrasting border could
improve clarity.
● The placement of the box in the lower corner cuts off part of the text.
Positioning it slightly higher or making it more prominent could enhance
the overall balance and draw attention to the product.
● The alignment of the stars could be more intentional.
● The ground texture is rugged and competes for attention with the stars
and text. A more blurred or simplified background might help the key
elements stand out.
● Brighter and more uniform lighting can enhance the clarity of the text,
stars, and product box while making the poster more visually appealing.
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FINAL POSTER:
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WHY THIS POSTER WORKS:
This poster effectively combines visual appeal and branding to convey its
message.
1. Design and Imagery:
● The use of a natural setting with a grassy field and a soft sky creates a
sense of freedom and adventure, aligning well with the tagline "Get lost in
the right direction."
● The arrow made of small cereal cleverly links the product to the theme of
exploration and movement.
2. Typography:
● The bold, rounded font for the tagline adds a playful and approachable
feel, suitable for the product (likely targeting a younger audience or
families).
● The secondary text, “Fuel your adventures with every bite,” complements
the tagline while emphasizing the product's benefit in a subtle way.
3. Branding:
● The pink and earthy tones match the product's packaging and maintain
consistency with the theme, reinforcing the brand identity.
● The placement of the product box in the foreground draws attention,
ensuring the viewer links the tagline and message to the product.
4. Overall Message:
● The poster suggests that the product provides not just sustenance but
also inspiration for life's adventures. It effectively ties the act of eating the
product to a broader, aspirational concept of exploration and direction.
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Conclusion
Our study on ad creation reveals that a good jingle or tagline does more than
convey a message—it creates a connection, builds identity, and strengthens the
brand's story. For advertisements, the tagline serves as a guiding thread that ties
the visuals, emotions, and brand identity together, making the campaign not only
memorable but also effective. The synergy between the tagline and the overall
design is what turns an ad into a compelling narrative.
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REFLECTIONS
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REFLECTIONS
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BIBLIOGRAPHY
● https://www.unionroom.com/the-evolution-of-nike-advertising/
● https://buildd.co/marketing/amul-advertising-strategy
● https://www.vaia.com/en-us/explanations/marketing/marketing-
campaign-examples/youre-not-you-when-youre-hungry/
● https://www.mmaglobal.com/case-study-hub/case_studies/view
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