CREATIVE EXECUTION ASSIGNMENT
The product selected for this assignment is Nestle’s Maggi Masala-ए-Magic.
The product selected for this assignment is Nestle’s Maggi Masala-ए-Magic.
CREATIVE STRATEGY
The creation of a big idea is the most fundamental part in the development of an advertising campaign.
Hence, the #SwaadLo campaign for Nestle’s Maggi Masala-ए-Magic is based on a big idea, that is:
No matter what happens, don’t forget to enjoy the true taste of being alive.
The main message and the hook-line of this campaign is based on this big idea, which is:
“Chahe kuch bhi ho, Zindagi ka SWAAD LO”
This message communicates how Nestle’s Maggi Masala-ए-Magic adds a new taste to people’s lives and also reminds its target audience to enjoy the true taste of being alive, no matter what happens.
Hence, the #SwaadLo campaign for Nestle’s Maggi Masala-ए-Magic is based on a big idea, that is:
No matter what happens, don’t forget to enjoy the true taste of being alive.
The main message and the hook-line of this campaign is based on this big idea, which is:
“Chahe kuch bhi ho, Zindagi ka SWAAD LO”
This message communicates how Nestle’s Maggi Masala-ए-Magic adds a new taste to people’s lives and also reminds its target audience to enjoy the true taste of being alive, no matter what happens.
There are three steps involved in developing the Advertising strategy for a campaign:
1. Defining product category
Nestle’s Maggi Masala-ए-Magic is an FMCG product which falls under the category of cooking aids.
The #SwaadLo campaign portrays Nestle’s Maggi Masala-ए-Magic as a cooking aid that also works as a taste enhancer.
2. Defining target audience
The #SwaadLo campaign of Nestle’s Maggi Masala-ए-Magic, targets consumers who like to experiment with and/or enhance the ordinary taste of the food they cook or eat.
The #SwaadLo campaign of Nestle’s Maggi Masala-ए-Magic, targets consumers who like to experiment with and/or enhance the ordinary taste of the food they cook or eat.
3. Message Element
The #SwaadLo campaign communicates the product’s benefits with a message of generating some positivity amongst its target audience.
Message: “Chahe kuch bhi ho, Zindagi ka SWAAD LO”
Advertising Approach:
The strategic approach of the campaign will be based on these three elements of the advertising strategy mentioned above.
#SwaadLo campaign highlights the benefits of the product by featuring its users (here, common people) by adopting the User-image approach.
The #SwaadLo campaign communicates the product’s benefits with a message of generating some positivity amongst its target audience.
Message: “Chahe kuch bhi ho, Zindagi ka SWAAD LO”
Advertising Approach:
The strategic approach of the campaign will be based on these three elements of the advertising strategy mentioned above.
#SwaadLo campaign highlights the benefits of the product by featuring its users (here, common people) by adopting the User-image approach.
Advertising Appeal:
To communicate the message of the campaign effectively, Nestle’s Maggi Masala-ए-Magic uses humor appeal for the #SwaadLo campaign.
To communicate the message of the campaign effectively, Nestle’s Maggi Masala-ए-Magic uses humor appeal for the #SwaadLo campaign.
CREATIVE EXECUTION : Digital Posters
2. Digital Ads
A digital ad will be created for this campaign which will be used to announce a social media contest that will urge and inspire its target audience to share their #SwaadLo moment on their social media account, using this campaign’s hashtag to win exciting prices.
A digital ad will be created for this campaign which will be used to announce a social media contest that will urge and inspire its target audience to share their #SwaadLo moment on their social media account, using this campaign’s hashtag to win exciting prices.
Script
A man (in formal wear) is walking on a street, with a chicken roll in his hand. (Action)
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He taking out a packet of Maggi Masala-e-Magic from his pocket and sprinkles some of it on top of his chicken roll. (Action) (Close up of his hand)
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As soon as he takes the first bite of his chicken roll, everything in the frame, in the background (the people and the vehicles on the street behind him) freezes and blurs out. The focus is on the ecstatic moment of bliss, that this man is experiencing.
Man is enjoying this moment of bliss due to the enhanced taste of the chicken roll (after adding Maggi Masala-e-magic). (Action)
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A shabbily dressed man(thief), enters the scene in a rush, snatches away this man’s cell phone and hurriedly tries to run away. (Action)
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Man running behind the thief and grabbed the phone-snatcher from his t-shirt, from behind and stops him. (Action)
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The thief’s face, where he looks very scared.
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Man is so lost in his bliss that he is not even noticing that this thief snatched his phone away. He is just excited about how delicious his chicken roll tastes.
Man: Bhaai aaj toh swaad hi agaya.
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Thief: Bhai pagal wagal hai kya?
The thief is totally clueless about what is happening, he regretfully returns his phone to this man and runs away. (Action)
This ad ends with a voiceover and text display “Chahe kuch bhi ho, zindagi ka Swaad Lo” followed by the voice-over “From Nestle”, when the Nestle’s logo animation is displayed.
