Description
One definition of communication is “any act by which one person gives to or receives from another person information about that person's needs, desires, perceptions, knowledge, or affective states. Communication may be intentional or unintentional, may involve conventional or unconventional signals, may take linguistic or nonlinguistic forms, and may occur through spoken or other modes.
Integrated Marketing Communication
Happydent Gum Campaigns
Group – 7 11EX-013 11EX-014 11EX-015 11EX-016 11EX-017 Bishnu Kumar Brijesh Kumar Mishra Davinder Singh Dherendra Kumar Gupta Ganesh Bhosle
Institute of Management Technology
Ghaziabad
Term III – Integrated Marketing Communication
Table of Contents
Section I - Introduction........................................................................................................................ 2 Perfetti Van Melle India ....................................................................................................................... 2 Happydent ........................................................................................................................................... 3 HappydentVariants .......................................................................................................................... 3 Brand Descriptor .............................................................................................................................. 3 Positioning ....................................................................................................................................... 4 Happydent Advertising ........................................................................................................................ 4 Media Vehicle ................................................................................................................................... 4 TV Commercials ............................................................................................................................... 4 Digital Commercials ......................................................................................................................... 6 Print Commercials............................................................................................................................ 8 Section II - Campaign Analysis ............................................................................................................ 9 What is particularly striking about this campaign? ......................................................................... 9 Why does it work… or fail; in your opinion? .................................................................................... 9 What could be done to improve its execution, if anything? ............................................................ 11 Section III – Brand Analysis .............................................................................................................. 12 Brand Promise ................................................................................................................................ 12 Brand Personality ........................................................................................................................... 12 Brand Identity ................................................................................................................................ 12 Brand Relationships ....................................................................................................................... 12 Brand Culture ................................................................................................................................. 12 Brand Semiotics ............................................................................................................................. 13 Brand Equity .................................................................................................................................. 13 Section IV – Agency Pitch .................................................................................................................. 14 Situational analysis ........................................................................................................................ 14 Competitor media analysis ............................................................................................................. 14 Creative Proposition ....................................................................................................................... 15 References .......................................................................................................................................... 17
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Section I - Introduction
Chewing gum is one of the most popular traditional confectionary items which have endured the test of time through suitable product evolution & innovation. Typically, chewing gum is made of Chickle, a natural latex product. If we look at the per-capita consumption of chewing gum in India it is only 8 per year as compared to 2000 per year in U.S.A & 1000 in Russia. The current size of the Indian chewing gum market is estimated to be about 1000 Crore (INR) thus it offers huge opportunity to companies like Perfetti & Wrigley in terms of market & new product development. The category of chewing gums is an impulse purchase and so ads play a very important role in market share. Based on the fact that ?whitening? is perceived as a desired consumer benefit Happydent took the liberty of dramatizing whiteness to a degree of unbelievable, a fantastical exaggeration- Thus was borne the bizarre idea of a human bulb—a man who is a professional bulb since his teeth are so white. Spontaneous recall more than doubled to 16 percent, from the previous 8 percent in 2005. Market share simply doubled and trebled. Total brand awareness scores of Happydent doubled and grew dramatically to reach the 90 percent level. Gross national volume grew by 102 percent over 2005 figures. Chewing gums has also been successful in increasing health awareness amongst consumers because of it being an ayurvedic functional gum in the healthcare category thus making functional gums the most exciting sub-category within confectionery. What adds to the excitement is the fact that functional aspects bring some level of ?planning? in the purchase procedure from the customer‘s side. It means incremental business for confectionery-players with increased relevance to the customer and possible addition in the monthly grocery list. To tap into this opportunity the chewing gum brands tried innovative pricing and packaging (pocket bottles) which carry aesthetic appeal and tends to increase per-customer-throughput. The launch of products like Protex Happydent which is claimed to prevent tooth decay due to the presence of a special ingredient called 'Xylitol' and Happydent White which contains sodium bi-carbonate helps to keep teeth clean & white helped to leverage its position in this segment. The latest variety is Happydent wave which is already making the waves in the market.
Perfetti Van Melle India
Perfetti Van Melle was established in March 2001 through the merger of Perfetti S.p.A and Van Melle NV. Perfetti Van Melle India, a fully owned subsidiary of the global conglomerate Perfetti Van Melle, headquartered in Lainate, Italy, started its Indian operation in 1994. The company today enjoys close to 30% market share, making it one of the leading players in the confectionery industry in India today. Perfetti Van Melle entered the Indian market in 1994 by offering its first brand named Center Fresh, followed by Big Babol and Alpenliebe in 1995. The other brands like Chlormint, Mentos, Fruittella, Cofitos, Happydent and Marbles followed subsequently. PVMI enjoys a huge brand recall among its consumers which form a total estimated market size of Rs.3000 cr. Perfetti Van Melle India has more than 15 brands under its umbrella, all of which have been launched after considerable market research and insight so as to adapt to the likes and preferences of the consumers. The climatic conditions of the Indian
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geographical region have been kept under consideration for product composition and long shelf life. In the year 2008 PVMI clocked close to 850 Crore. The PVMI manufacturing units in India are located in Gurgaon and Chennai with another plant commissioned at Rudrapur, Uttaranchal in 2007. The Indian subsidiary also takes care of the development of South Asian markets and exports to other Asian countries. Perfetti Van Melle has adopted an aggressive sales strategy to retain the numero uno position in the confectionery industry in India backed by a wide network of Carry & Forwarding agent (C&FA), distributors & sales force. Perfetti Van Melle India has a network of around 4,500 distributors spread across 2000 urban towns. PVMI brands have launched several innovative ad campaigns like Happydent White, Chlormint, Alpenliebe and Mentos which have won several awards for the company like the Abby for Protex Happydent & Centre Fresh, Cannes (Silver & Bronze) & Ad fest for Happydent White and Effie‘s for Mentos.
Happydent
Perfetti launched the brand `Happydent‘ in 1970 alongwith Alpenlibe, Big Babol and the brand has been growing ever since. Perfetti Van Melle India introduced the ayurvedic functional gum in the healthcare category to India by way of Happydent White, a chewing gum containing ingredients (baking soda) that provides the benefit of keeping teeth naturally white. In this category, Happydent competed with strongly entrenched brands with high awareness and big spends. The brand was sailing along but could not really shake the competitors. This ayurvedic proprietary product contains active ayurvedic ingredients mentioned in authoritative text books for their therapeutic uses, have a synergistic affect in treatment means to helps promote oral hygiene (Halitosis)/gum & teeth diseases. The main ingredient which was most highlighted is the Meetha (Baking) Soda which helps in maintaining natural whiteness & thus it is positioned as "Chewing gum for a Sparkling Smile".
HappydentVariants
The Happydent chewing gum comes under the below names – ? Happydent White ? Happydent Wave ? Happydent Protex
Brand Descriptor
Happydent sells its brand properties in the healthcare segment. Its TV commercials describe the brand as having sparkling and strong teeth. It started off with its campaign ?Muskura Le Jagmaga Le? which was a huge success. Then came the sugarfree gums as Happydent Protex under the campaign ?Daddu ki Amanat?. The latest in the series is the ?Jai Roshni Baba Ki?.
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Positioning
Happydent ads positions itself as ? Whiteness ? Teeth Strength ? Sugar free chewing gums The ads are targeted towards all sort of audience as it focuses on the healthcare aspect. And being cheap and affordable, it is used by a huge population. Starting with a market share of 6% now has a share of more than 25%. Researches stated that the Happydent ads have a 90% recall rate because of its concepts.
Happydent Advertising
“Oh no, NOT AGAIN!” Isn‘t this line like the standard treatment we give whenever our favorite TV show takes a commercial break! Well, maybe advertisements do not exactly deserve to be welcomed by such not-so-nice words in an exasperated tone like that! Though we agree sometimes (read, most of the times!), we do NOT want advertisements spoiling our show! Most of us, however, register advertisements subconsciously, without actually giving them much thought. But once in a while, we do come across ads that can make even the most indifferent ones smile, laugh and even cry (out of sentiment, or maybe just at the lameness of the ad!). Nevertheless, the ad does get its share of attention, and therefore finds success in 99% of its objective. Similar was the audience reaction to the very first ad of happydent ?Tera dil roshan, Tera mann roshan?. The Happydent ads are mainly focused on the Humor Emotional Appeal. This causes consumer to – ? Watch ? Laugh ? Remember It has built all its commercials around ?Sparkling Teeth? and ?Sugarfree Gum?.
Media Vehicle
Perfetti has brought the Happydent commercials in almost all the media like Print, Digital and TV. It came up with humorous ads for print and TV. It also came up digital viral campaign with the name ?Shineshah Challenge?, an animated story which has a game integrated in it. The campaign began with TVC and is one of the most successful ads on TV. These had more recall value than a lot of other brands.
TV Commercials
1. Happydent White This ad has mainly been made keeping in mind the Indian audience. The RajaMaharaja type milieu portraying the unaccountably large palace servants‘
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population, people dancing in barats, the clothing customs and an old not-so-impressive King, makes the ad relatable for the Indians. The background music score ?Tera dil roshan, tera mann roshan? befits the visual part of the ad well and thereby further appeals to the senses. The ad depicts that, in the palace to deal with this no-electricity crisis, they make use of Happydent. The workers and servants are shown to chew Happydent as a result of which they have literally luminously white teeth. So when night falls, all they have to do is give their dazzling smiles and in the process light up the entire kingdom. Title Creative Director Art Director Tera dil roshan, Tera mann roshan Prasoon Joshi Prem Shankar Suresh PV Hari Prasad Abhilash Divakar Nikhil Narayanan Suzanna Kurian McCann Erickson, India N Sugathan April, 2006
Copywriter Creative Agency Photographer Release
This ad shows that happydent can make your teeth so sparkling that it can work as a camera flash. Happydent White's brand positioning is different from its peer group. The ad goes like - a cameraman with handle-bar moustache and a red bow asks a village belle to pose before his camera in his studio. It is one of those cameras of yesteryears where the photographer's head disappears under the black cloth and the flash had an existence independent of the camera. Title Creative Director Art Director Photographer/Smile Prasoon Joshi Prem Shankar Suresh PV Hari Prasad Abhilash Divakar Nikhil Narayanan Suzanna Kurian McCann Erickson N Sugathan June, 2007
Copywriter Creative Agency Photographer Release
As the shoot progresses, the model, who is by now tired of striking different poses, requests the cameraman to stop. "Ab bas ji?, she says. He, however, requests her for one more picture. Before taking his last shot, the cameraman, tilts the face of a man, standing beside the camera. This man, who looks like an assistant, pops something in his mouth and starts chewing with a deadpan
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expression. As the photographer shouts "Ismile, the assistant skins his teeth, to unleash a glare. It was this brightness of his teeth that was working as the flash for the camera all this while! The ad ends with the voice-over saying "Happydent White. Smile please. 2. Happydent Wave The film, conceived by McCann Erickson, opens on a shepherd looking for his lost sheep. He comes across a herd of elephants that has found a toppled lorry full of Happydent Wave. As the elephants step on the gum, there are splashes of water, which gradually turn into a river in which the elephants swim and play. At nightfall, the elephants‘ tusks suddenly start shining bright, lighting up the jungle. The film ends with a few old men sitting in the darkness and quipping sarcastically, ?Jangal mein mangal ho raha hai, par gaon mein toh bijli aayi hi nahin bhaiya!? The story of the ad refers to ?Jal Krida? (an act of playing in or with water) in ancient Sanskrit tales and folklore about elephants and their love for water. The motive of the ad was to depict the twin proposition of this variant of happydent – sparkling teeth and the liquid filled center of the gum. Title Creative Director Art Director Daant tale diya jale Prasoon Joshi Abhijit Chaudhuri Prem Shankar, Suresh PV, Hari Prasad, Abhilash Divakar Talha Bin Mohsin McCann Erickson Mitsuo Suzuki April, 2009
Copywriter Creative Agency Photographer Release
All these ads appeared in almost every channel of Indian television for a long time.
Digital Commercials
1. Happydent Protex “Daddu ki Amanat”, a viral created by Webchutney, India was one of the most viewed digital ad. Over half a million people view this ad on the internet. The campaign consisted of a micro site, a viral and a game, all starring Vijay, the cop. Regular chewing of this Happydent helps keep teeth strong and healthy. The campaign proposition then became ?you never know when you need strong teeth‘. The viral portrays a robust young cop by the name of inspector Vijay. He idolizes his grandfather and reminds the old man that he has kept his legacy close to his heart since childhood.
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One fine morning, while playing cops and robbers, his outlandishly desperate attempt at felling three escaped hoodlums with a single bullet fails and he jumps for safety. But alas, he meets his foe in the bullet before he can save himself. As the three convicts step inside expecting our cop to be dead, he lands right in front of them and shoots them dead. He thanks his grandfather who in turn comes down from the heavens to congratulate him on his bravery. And we find out that the secret of his still standing status are his Grandfather‘s dependable teeth. They have saved his life yet again and our inspector Vijay is ready to defend the world from its nefarious elements. Title Art Director Credits Daddu ki Amanat Prabhat Bhatnagar Laven Chauhan Samrat Ray Ashima Bawa Neha Bahl Anupam Webchutney Studio Pvt. Ltd 2009
Creative Agency Release
2. Shineshah Challenge Happydent ?Shineshah Challenge‘ is an animated story which has a game integrated in it. The story revolves around a village where devil elephants take advantage of darkness of night to trouble villagers of khushalgarh. They rob, beat & spread havoc among villagers but the turning point comes when ?Shineshah- the savior elephant? comes to the rescue. From here the game starts and the player has to play the role of ?Shineshah? to find all 5 dark devils, capture and send them to jail. The brand has been seamlessly integrated into the viral as the entire story has been developed around brand proposition that ?Happydent wave is a liquid filled gum and the fact that Happydent stands for a whitening gum?. Since elephants are an integral part of TVC, animated versions of elephants were used in the viral. This was created by DigiVaasi India.
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3. Slide to see me smile This digital campaign can be seen on the happydent website (happydent.in). It is an interactive slider using which one can make the beautiful girl smile. Changing the slider position changes the facial expressions of the girl on the left as well as opens the like of the happydent box on the right. This digital commercial was created by DigiVaasi India.
Print Commercials
Taking iconic images of 2 of the most beloved humanitarians in history to sell gum is a bold move by ad agency McCann Erikson. The Happydent print ad campaign, made for India's emerging consumer market, features 3 most influential persons in the world and composes their iconic images entirely from dental gum. The result is an advert that makes the consumer smile, as they appreciate the craft and the people in them.
These ads usually appeared in the leading newspapers as shown above. The TVC buzz of happydent was enough for people to recognize these ads without any text.
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Section II - Campaign Analysis
In this section we will undertake a review and critical analysis of the campaigns of the ads of happydent.
What is particularly striking about this campaign?
The striking feature of the all campaigns of PVM is high brand recall value e.g. the Happydent White television commercial is true to life. It very effectively conveys the message that one could start by switching off the lights and switching on the smile. If that sounds rather surreal, it's only in keeping with the ad and its core message. This campaign dazzled the target audience and advertising world with its magical creative experience. Similarly, PVMI had unveiled a TV commercial for one of its variants – Happydent Wave in India with the pay-off line, ?Daaton tale, diya jale”. The Happydent Wave film comes almost two years after the Palace film was released. Since the Palace film had generated enough top-of-mind recall, so there wasn‘t need for another film. However, for launching a variant like Wave, PVMI required a commercial that amplifies the launch and generates further recall. The Wave was among the first-of-its-kind – coated gum with a liquid center. This added burden of the ?liquid inside‘ has been nicely integrated into the whitening truth – ?roshni ka matka hai‘. The ad campaigns banked on humor, and depicted slice of life situations built around the theme of 'off-track but smart thinking'. The film was expected to serve the purpose of creating trials for the variant as well as reinforcing the mother brand. This ad campaign was exaggeration to the nth power and truly an Elephantine effort for sparkling teeth.
Why does it work… or fail; in your opinion?
Be it happydent‘s "tera dil roshan, tera man roshan" ad campaign or Happydent Wave ?Daaton tale, diya jale? campaign one common thread in all these is the amazing difference it brings to one‘s life. The message is communicated in a manner that is not subtle, but at the same time creates an exaggeration that does not put off the audience. Creative Idea: 1. Happydent White: In "tera dil roshan, tera man roshan " ad campaign, the larger-than-life theme - the idea of lighting up an entire fantasy world - is perhaps fitting, given that it also signals a sea change in positioning. Happydent is not a children's confectionery. It has staked a claim to the oral dental hygiene platform - and the communication centers on making dental hygiene a fun activity.
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2. Happydent Wave: This ad campaign beautifully uses the cliché ?Daaton tale, diya jale? to underline the importance of Happydent Wave in delivering the value preposition of sparkling teeth. The ad conveys message for a variant which dealt with twin propositions: sparkling teeth and a liquid-filled center in a nonverbal mode of communication. The achieved this by combining liquid and light and thus exaggerating the mother brand‘s proposition. Ad is not lengthy and with humor it preserves the core benefit of the product. One must understand that India is not a land of chewing gum munchers. Indians are more noted for their pan chewing, be it the betel leaves, or the infamous gutkka. In this context, creating a brand image of a mundane chewing gum was all the more difficult. Perfetti Van Melle needed an aggressive strategy to build a brand name that the country‘s youth could easily identify it with. The fact that they chose the age group of 18 to 34 years clearly proves that. The policy makers at Perfetti were wise enough to grasp the point that there‘s only so much one can harp on the qualities of a chewing gum and that‘s not going to build a brand name. Having understood that, they embarked upon a theme that described very little about the product itself but simulated situations in which the chewing gum consumer was shown to be having greater presence of mind and that was indirectly attributed to consuming Happydent White/Wave chewing gums. Most ads in this category generally talked about fresh breath, strong teeth or the more tongue in cheek suggestion that chewing gum help a guy attract a girl. That‘s where the Happydent White/Wave ad deviated from the other ads in this category. ?Happydent White/Wave doesn‘t talk about the functional benefit at all – it works on a psychological level, where people associate the brand with the imagery of ?smartness‘.? Ogilvy & Mather conceptualized a theme, which didn‘t need the product to be shown, but delivered a strong message about the product.
Choice of target audience:
1. Happydent White: According to Prasoon Joshi, the ad agency's regional creative director (south and southeast Asia), "In India, chewing gum is still looked on as a breath freshener. So the aim was to portray the product as something that gives healthy and white teeth. And this had to be done by making it seem interesting rather than therapeutic". That's particularly important, given the changing age profile of chewing gum users. Until even a few years ago before launch of happydent chewing gum, gum was included in children's confectionery, particularly those under 14 years. But the product has expanded its reach, and consumption of chewing gum is significantly higher among teenagers and young adults and this ad campaign has helped PVMI to target youth generation in an effective way.
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2. Happydent Wave: Happydent Wave ?Daaton tale, diya jale? campaign was an immediate hit with the company's target population, the youth. The ad, which ends with a few old men sitting in the darkness and quipping sarcastically, ?Jangal mein mangal ho raha hai, par gaon mein toh bijli aayi hi nahin bhaiya!? (There is no light in the village, while the jungle is shining bright.), got a strong initial response from the target audience scoring high on awareness and brand recall. The TVCs of Happydent Wave could only be defined as intellect stimulants - bizarre in concept and humorous in essence. This campaign connects very well with the youth that considers itself cool and smart.
What could be done to improve its execution, if anything?
Though Happydent wave ad had heavy presence in the electronic media, the same was not true in case of print media. As compared to Happydent white commercial Happydent campaign loses on the novelty factor i.e. The ad for Happydent Wave pales in comparison w.r.t Happydent white. To maintain the legacy of Happydent brand its variant wave‘s presence in print media was desirable.
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Section III – Brand Analysis
Happydent has been positioned as a functional gum which means it imparts some practical function along with usual enjoyment provided by traditional chewing gum, thus enticing the consumers. In this section we are going to analyze some of the properties of Happydent as a brand.
Brand Promise
The ingredient – Baking Soda in Happydent helps in maintaining natural whiteness of the teeth but it doesn‘t really provide teeth which can be used to lighten up a palace. Also, it has been scientifically proven that chewing gum helps in getting healthy and strong gum.
Brand Personality
The brand personality of Happydent is old, humorous, low-class. It has never sponsored any event for promotion or used any celebrity for endorsement of the brand. There is no personality cult around whom the campaign revolves in these ad‘s. Happydent is recognized for its humorous ads and the concept of achieving sparkling teeth.
Brand Identity
High recall value of Happydent brand variants is due to the cult identity of the brand. The brand identity of Happydent is sparkling and strong teeth, humorous commercials, ayurvedic gum.
Brand Relationships
It is not what you say that builds relationships, but how you say it. Or, in advertising terms, it is not the rational message that builds brand relationships, but the emotional creativity. Emotion in advertising contributes toward and strengthens brand relationships. In case of Happydent all of its ad‘s strike an emotional chord with the audience. Be it ?tera dil roshan, tera man roshan" ad campaign or ?Daaton tale, diyajale? campaign Happydent creates emotional touch by picking up the things from day-to-day life e.g. rustic look of servants who are pushing themselves hard to be present at the king‘s palace for dinner. Similarly the act of elephants playing in the water refers to JalKrida (an act of playing in or with water) in ancient Sanskrit tales and folklore about elephants and their love for water.
Brand Culture
Brand culture is a company culture in which employees "live" to brand values, to solve problems and make decisions internally, and deliver a branded customer experience externally. It is the desired outcome of an internal branding, internal brand alignment or employee engagement effort that elevates beyond communications and training. A brand in order to be relevant to consumers and sustainable over time must operate much like a culture. An Apple iPod stands for a courageous, inventive, rebellious and audacious approach to life that makes every iPod user proud and gives a badge of identity. It stands for the Apple way of doing things. When consumer connects to a brand that aligns with their most deeply held beliefs and sense of identity they are essentially both pulling that brand into their own world
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and entering the world of that brand. The vital thing for any organization is to create this world for its consumers. The value of brand culture comes out when companies give its consumers something to believe in. Happydent stands for a brand that symbolizes ?Smart?, ?Humorous? and ?cool ? approach towards life. It stands for consistency, Accessibility and Commitment.
Brand Semiotics
Happydent logo is a combination of name of the Happydent and its variant e.g. Happydent White or Happydent Wave. This logo not only represents PVMI‘s brand but fosters company‘s immediate customer recognition. Color of Happydent White is light blue with shades of white all over it that clearly coveys the benefits of shining and strong teeth provided by this mint. As we know that Green is often associated with the health and hygiene, so in case of Happydent wave the green color of packet symbolizes sparkling healthy teeth. While Green colored package of Happydent Protex with texture of blue is conveying message of other two variants i.e. strong and healthy teeth.
Brand Equity
Brand equity is defined in terms of the marketing effects uniquely attributable to the brands -- for example, when certain outcomes result from the marketing of a product or service because of its brand name that would not occur if the same product or service did not have that name. In case of commercial brand, these outcomes include the capability to charge a premium, capability to increase sales, capability to get a discount, capability to withstand attacks like price cuts, sales promo schemes, margin attacks etc. There are various models that can be used to measure the brand equity of Happydent but Three Pillar model factoring in the components – Price Premium, Brand Loyalty and Market Share gives a definitive measure of brand equity. Happydent scores high on Price Premium and Brand Loyality but has relatively lesser market share as compared to Orbit.
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Section IV – Agency Pitch
Situational Analysis
? ? ? ? ? ? ? Functional Gum category is increasing in size. Indian consumers are not that dental health conscious. Purchase of gum is mostly on impulse. Current Ads of Happydent mostly emphasize on only one aspect, that is ?whitening of teeth? There is no focus on strengthening of teeth aspect except for Happydent Protex. Happydent Protex ads are not shown on TV, It is internet only ad, hence reach is limited to audience with internet connection and those who happen to come across such campaign. Happydent Ads do appeal but mostly to male audience; not a single ad shows girls/woman consuming Happydent. Consumption of gum is more of a male phenomenon anyways. Another benefit of functional gum, which is weight control, is not conveyed by current campaign. Overall brand recall of Happydent is very high.
Competitor Media Analysis
Happydent is facing major competition from ?Orbit by Wrigley?. Orbit is worldwide number one in the category. Orbit is Indian Dental Association certified for whitening effect on teeth, whereas Happydent has no such type of Medical Association Certificate. Orbit launched its ad campaign in following phases ? First serious of ads were bases on ?It‘s Working? theme. These ads mainly emphasized on whitening of teeth. This campaign was based on humour appeal. This series also had high recall. ? In 2009, Wrigley became official gum partner for all IPL teams. It had signed sponsorship deals for Orbit and Boomer for 1 to 5 years, the tenure was different for different teams. It has signed the sponsorship agreement with Chennai Super Kings and Delhi Daredevils for three years. Orbit even launched contest ?Orbit 12th Man? contest. The contest received more than 2.5L SMS responses. ? The third wave of Orbit campaign was ?Khaneke baad?. The campaign was humour appeal based; it focused on health conscious consumers emphasizing consumption of Orbit after meals. ? Next phase of Orbit campaign was ?Everyday Magic?. This campaign was focused on Smile aspect of white teeth. Orbit was projected as more or less life style product. ? Projected as only Indian Dental Association certified gum. It used little bit of humour appeal to convey message ?Helps prevent tooth decay?. ? Currently Deepika Padukone is Brand Ambassador for Orbit. Ads featuring Deepika Padukone again emphasize on ?Helps prevent tooth decay? tagline. Following observations can be made from Orbit Medial Campaign. ? Orbit ads used humour appeal, but recent ads do not use it anymore. ? Orbit has been projected in multiple ways. Overall teeth whitening, dental health, life style are being covered.
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?
Brand recall of Orbit is much more lesser than Brand recall of Happydent
Elements which are being adapted, changed or reinforced ? Teeth whitening is being reinforced to different (female) audience ? Teeth Strengthen is being adapted to TV audience ? There will be other change, humour appeal will remain unchanged Target audience and profile of consumers for campaign ? teenagers and young adults ? mostly female ? somewhat dental health conscious ? focus on beauty, related to smile, importance to girls Rationale behind approach, with justification – ranging from conceptual to empirical data ? Happydent is mostly focused on male audience. Its ads consistently show man consuming Happydent. ? Orbit is also being targeted towards woman by the way of Deepika Padukone ads or ?Everyday Magic? ads. ? To make brand appeal holistic, to all in certain age group; new campaign is required. Table showing media schedule ? Choice of media: TV, family program, woman‘s program. Mostly lifestyle program on NDTV Good Times, MTV, VTV or other TV channels which attracts modern female audience ? Timeline: Evening TV ? Frequency: Burst of high frequency ads for 3 days after 1 or 2 weeks ? Volume: Lower volume Method of tracking response and effectiveness ? Survey among urban teenager and young adult female can be done to examine recall of brand. ? The campaign will be focused on female consumers. Buying behaviour of females can be tracked to check if desired effect has been achieved. ? Considerable sales of Happydent happen through paan shops or as a single product through medical or kirana shops. Girls are least likely to buy from paan shop. Change in sale of big pack in retail sales compared to single rupee pack on paan-shop will help in calculating effectiveness of ad on buying behaviour. Limitations ? Women are not major consumer of Happydent or any gum for that matter. If ad is not appealing enough, it may not have expected effect.
Creative Proposition
Story Board Scene1- Mother is telling the famous story of Thirsty Crow to her son from the book. Scene2- Here the story goes into visualization- a crow searching for water, finds a pot, but there was very little water in it and the neck of pot was very narrow. He
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thinks for a while and then looks here and there it finds a box of Happydent White, and start throwing them one by one inside the water. As more and more happy dent packs filled the jug, the water level kept rising. Soon it was high enough for the crow to drink. Then it put his beak inside the jug to drink water and when takes his beak out, it turned into Sparkling White. Scene 3: Back to kid and Mother. Kid Thinks about his mother‘s yellow teeth and gives a happy dent white to his mother. The entire scene runs with a new jingle conceptualized around the story.
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References
Youthonads.comhttp://www.afaqs.com Advertising Agencies Association of Indiahttp://www.adgully.com
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doc_915830678.pdf
One definition of communication is “any act by which one person gives to or receives from another person information about that person's needs, desires, perceptions, knowledge, or affective states. Communication may be intentional or unintentional, may involve conventional or unconventional signals, may take linguistic or nonlinguistic forms, and may occur through spoken or other modes.
Integrated Marketing Communication
Happydent Gum Campaigns
Group – 7 11EX-013 11EX-014 11EX-015 11EX-016 11EX-017 Bishnu Kumar Brijesh Kumar Mishra Davinder Singh Dherendra Kumar Gupta Ganesh Bhosle
Institute of Management Technology
Ghaziabad
Term III – Integrated Marketing Communication
Table of Contents
Section I - Introduction........................................................................................................................ 2 Perfetti Van Melle India ....................................................................................................................... 2 Happydent ........................................................................................................................................... 3 HappydentVariants .......................................................................................................................... 3 Brand Descriptor .............................................................................................................................. 3 Positioning ....................................................................................................................................... 4 Happydent Advertising ........................................................................................................................ 4 Media Vehicle ................................................................................................................................... 4 TV Commercials ............................................................................................................................... 4 Digital Commercials ......................................................................................................................... 6 Print Commercials............................................................................................................................ 8 Section II - Campaign Analysis ............................................................................................................ 9 What is particularly striking about this campaign? ......................................................................... 9 Why does it work… or fail; in your opinion? .................................................................................... 9 What could be done to improve its execution, if anything? ............................................................ 11 Section III – Brand Analysis .............................................................................................................. 12 Brand Promise ................................................................................................................................ 12 Brand Personality ........................................................................................................................... 12 Brand Identity ................................................................................................................................ 12 Brand Relationships ....................................................................................................................... 12 Brand Culture ................................................................................................................................. 12 Brand Semiotics ............................................................................................................................. 13 Brand Equity .................................................................................................................................. 13 Section IV – Agency Pitch .................................................................................................................. 14 Situational analysis ........................................................................................................................ 14 Competitor media analysis ............................................................................................................. 14 Creative Proposition ....................................................................................................................... 15 References .......................................................................................................................................... 17
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Section I - Introduction
Chewing gum is one of the most popular traditional confectionary items which have endured the test of time through suitable product evolution & innovation. Typically, chewing gum is made of Chickle, a natural latex product. If we look at the per-capita consumption of chewing gum in India it is only 8 per year as compared to 2000 per year in U.S.A & 1000 in Russia. The current size of the Indian chewing gum market is estimated to be about 1000 Crore (INR) thus it offers huge opportunity to companies like Perfetti & Wrigley in terms of market & new product development. The category of chewing gums is an impulse purchase and so ads play a very important role in market share. Based on the fact that ?whitening? is perceived as a desired consumer benefit Happydent took the liberty of dramatizing whiteness to a degree of unbelievable, a fantastical exaggeration- Thus was borne the bizarre idea of a human bulb—a man who is a professional bulb since his teeth are so white. Spontaneous recall more than doubled to 16 percent, from the previous 8 percent in 2005. Market share simply doubled and trebled. Total brand awareness scores of Happydent doubled and grew dramatically to reach the 90 percent level. Gross national volume grew by 102 percent over 2005 figures. Chewing gums has also been successful in increasing health awareness amongst consumers because of it being an ayurvedic functional gum in the healthcare category thus making functional gums the most exciting sub-category within confectionery. What adds to the excitement is the fact that functional aspects bring some level of ?planning? in the purchase procedure from the customer‘s side. It means incremental business for confectionery-players with increased relevance to the customer and possible addition in the monthly grocery list. To tap into this opportunity the chewing gum brands tried innovative pricing and packaging (pocket bottles) which carry aesthetic appeal and tends to increase per-customer-throughput. The launch of products like Protex Happydent which is claimed to prevent tooth decay due to the presence of a special ingredient called 'Xylitol' and Happydent White which contains sodium bi-carbonate helps to keep teeth clean & white helped to leverage its position in this segment. The latest variety is Happydent wave which is already making the waves in the market.
Perfetti Van Melle India
Perfetti Van Melle was established in March 2001 through the merger of Perfetti S.p.A and Van Melle NV. Perfetti Van Melle India, a fully owned subsidiary of the global conglomerate Perfetti Van Melle, headquartered in Lainate, Italy, started its Indian operation in 1994. The company today enjoys close to 30% market share, making it one of the leading players in the confectionery industry in India today. Perfetti Van Melle entered the Indian market in 1994 by offering its first brand named Center Fresh, followed by Big Babol and Alpenliebe in 1995. The other brands like Chlormint, Mentos, Fruittella, Cofitos, Happydent and Marbles followed subsequently. PVMI enjoys a huge brand recall among its consumers which form a total estimated market size of Rs.3000 cr. Perfetti Van Melle India has more than 15 brands under its umbrella, all of which have been launched after considerable market research and insight so as to adapt to the likes and preferences of the consumers. The climatic conditions of the Indian
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geographical region have been kept under consideration for product composition and long shelf life. In the year 2008 PVMI clocked close to 850 Crore. The PVMI manufacturing units in India are located in Gurgaon and Chennai with another plant commissioned at Rudrapur, Uttaranchal in 2007. The Indian subsidiary also takes care of the development of South Asian markets and exports to other Asian countries. Perfetti Van Melle has adopted an aggressive sales strategy to retain the numero uno position in the confectionery industry in India backed by a wide network of Carry & Forwarding agent (C&FA), distributors & sales force. Perfetti Van Melle India has a network of around 4,500 distributors spread across 2000 urban towns. PVMI brands have launched several innovative ad campaigns like Happydent White, Chlormint, Alpenliebe and Mentos which have won several awards for the company like the Abby for Protex Happydent & Centre Fresh, Cannes (Silver & Bronze) & Ad fest for Happydent White and Effie‘s for Mentos.
Happydent
Perfetti launched the brand `Happydent‘ in 1970 alongwith Alpenlibe, Big Babol and the brand has been growing ever since. Perfetti Van Melle India introduced the ayurvedic functional gum in the healthcare category to India by way of Happydent White, a chewing gum containing ingredients (baking soda) that provides the benefit of keeping teeth naturally white. In this category, Happydent competed with strongly entrenched brands with high awareness and big spends. The brand was sailing along but could not really shake the competitors. This ayurvedic proprietary product contains active ayurvedic ingredients mentioned in authoritative text books for their therapeutic uses, have a synergistic affect in treatment means to helps promote oral hygiene (Halitosis)/gum & teeth diseases. The main ingredient which was most highlighted is the Meetha (Baking) Soda which helps in maintaining natural whiteness & thus it is positioned as "Chewing gum for a Sparkling Smile".
HappydentVariants
The Happydent chewing gum comes under the below names – ? Happydent White ? Happydent Wave ? Happydent Protex
Brand Descriptor
Happydent sells its brand properties in the healthcare segment. Its TV commercials describe the brand as having sparkling and strong teeth. It started off with its campaign ?Muskura Le Jagmaga Le? which was a huge success. Then came the sugarfree gums as Happydent Protex under the campaign ?Daddu ki Amanat?. The latest in the series is the ?Jai Roshni Baba Ki?.
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Positioning
Happydent ads positions itself as ? Whiteness ? Teeth Strength ? Sugar free chewing gums The ads are targeted towards all sort of audience as it focuses on the healthcare aspect. And being cheap and affordable, it is used by a huge population. Starting with a market share of 6% now has a share of more than 25%. Researches stated that the Happydent ads have a 90% recall rate because of its concepts.
Happydent Advertising
“Oh no, NOT AGAIN!” Isn‘t this line like the standard treatment we give whenever our favorite TV show takes a commercial break! Well, maybe advertisements do not exactly deserve to be welcomed by such not-so-nice words in an exasperated tone like that! Though we agree sometimes (read, most of the times!), we do NOT want advertisements spoiling our show! Most of us, however, register advertisements subconsciously, without actually giving them much thought. But once in a while, we do come across ads that can make even the most indifferent ones smile, laugh and even cry (out of sentiment, or maybe just at the lameness of the ad!). Nevertheless, the ad does get its share of attention, and therefore finds success in 99% of its objective. Similar was the audience reaction to the very first ad of happydent ?Tera dil roshan, Tera mann roshan?. The Happydent ads are mainly focused on the Humor Emotional Appeal. This causes consumer to – ? Watch ? Laugh ? Remember It has built all its commercials around ?Sparkling Teeth? and ?Sugarfree Gum?.
Media Vehicle
Perfetti has brought the Happydent commercials in almost all the media like Print, Digital and TV. It came up with humorous ads for print and TV. It also came up digital viral campaign with the name ?Shineshah Challenge?, an animated story which has a game integrated in it. The campaign began with TVC and is one of the most successful ads on TV. These had more recall value than a lot of other brands.
TV Commercials
1. Happydent White This ad has mainly been made keeping in mind the Indian audience. The RajaMaharaja type milieu portraying the unaccountably large palace servants‘
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population, people dancing in barats, the clothing customs and an old not-so-impressive King, makes the ad relatable for the Indians. The background music score ?Tera dil roshan, tera mann roshan? befits the visual part of the ad well and thereby further appeals to the senses. The ad depicts that, in the palace to deal with this no-electricity crisis, they make use of Happydent. The workers and servants are shown to chew Happydent as a result of which they have literally luminously white teeth. So when night falls, all they have to do is give their dazzling smiles and in the process light up the entire kingdom. Title Creative Director Art Director Tera dil roshan, Tera mann roshan Prasoon Joshi Prem Shankar Suresh PV Hari Prasad Abhilash Divakar Nikhil Narayanan Suzanna Kurian McCann Erickson, India N Sugathan April, 2006
Copywriter Creative Agency Photographer Release
This ad shows that happydent can make your teeth so sparkling that it can work as a camera flash. Happydent White's brand positioning is different from its peer group. The ad goes like - a cameraman with handle-bar moustache and a red bow asks a village belle to pose before his camera in his studio. It is one of those cameras of yesteryears where the photographer's head disappears under the black cloth and the flash had an existence independent of the camera. Title Creative Director Art Director Photographer/Smile Prasoon Joshi Prem Shankar Suresh PV Hari Prasad Abhilash Divakar Nikhil Narayanan Suzanna Kurian McCann Erickson N Sugathan June, 2007
Copywriter Creative Agency Photographer Release
As the shoot progresses, the model, who is by now tired of striking different poses, requests the cameraman to stop. "Ab bas ji?, she says. He, however, requests her for one more picture. Before taking his last shot, the cameraman, tilts the face of a man, standing beside the camera. This man, who looks like an assistant, pops something in his mouth and starts chewing with a deadpan
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expression. As the photographer shouts "Ismile, the assistant skins his teeth, to unleash a glare. It was this brightness of his teeth that was working as the flash for the camera all this while! The ad ends with the voice-over saying "Happydent White. Smile please. 2. Happydent Wave The film, conceived by McCann Erickson, opens on a shepherd looking for his lost sheep. He comes across a herd of elephants that has found a toppled lorry full of Happydent Wave. As the elephants step on the gum, there are splashes of water, which gradually turn into a river in which the elephants swim and play. At nightfall, the elephants‘ tusks suddenly start shining bright, lighting up the jungle. The film ends with a few old men sitting in the darkness and quipping sarcastically, ?Jangal mein mangal ho raha hai, par gaon mein toh bijli aayi hi nahin bhaiya!? The story of the ad refers to ?Jal Krida? (an act of playing in or with water) in ancient Sanskrit tales and folklore about elephants and their love for water. The motive of the ad was to depict the twin proposition of this variant of happydent – sparkling teeth and the liquid filled center of the gum. Title Creative Director Art Director Daant tale diya jale Prasoon Joshi Abhijit Chaudhuri Prem Shankar, Suresh PV, Hari Prasad, Abhilash Divakar Talha Bin Mohsin McCann Erickson Mitsuo Suzuki April, 2009
Copywriter Creative Agency Photographer Release
All these ads appeared in almost every channel of Indian television for a long time.
Digital Commercials
1. Happydent Protex “Daddu ki Amanat”, a viral created by Webchutney, India was one of the most viewed digital ad. Over half a million people view this ad on the internet. The campaign consisted of a micro site, a viral and a game, all starring Vijay, the cop. Regular chewing of this Happydent helps keep teeth strong and healthy. The campaign proposition then became ?you never know when you need strong teeth‘. The viral portrays a robust young cop by the name of inspector Vijay. He idolizes his grandfather and reminds the old man that he has kept his legacy close to his heart since childhood.
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One fine morning, while playing cops and robbers, his outlandishly desperate attempt at felling three escaped hoodlums with a single bullet fails and he jumps for safety. But alas, he meets his foe in the bullet before he can save himself. As the three convicts step inside expecting our cop to be dead, he lands right in front of them and shoots them dead. He thanks his grandfather who in turn comes down from the heavens to congratulate him on his bravery. And we find out that the secret of his still standing status are his Grandfather‘s dependable teeth. They have saved his life yet again and our inspector Vijay is ready to defend the world from its nefarious elements. Title Art Director Credits Daddu ki Amanat Prabhat Bhatnagar Laven Chauhan Samrat Ray Ashima Bawa Neha Bahl Anupam Webchutney Studio Pvt. Ltd 2009
Creative Agency Release
2. Shineshah Challenge Happydent ?Shineshah Challenge‘ is an animated story which has a game integrated in it. The story revolves around a village where devil elephants take advantage of darkness of night to trouble villagers of khushalgarh. They rob, beat & spread havoc among villagers but the turning point comes when ?Shineshah- the savior elephant? comes to the rescue. From here the game starts and the player has to play the role of ?Shineshah? to find all 5 dark devils, capture and send them to jail. The brand has been seamlessly integrated into the viral as the entire story has been developed around brand proposition that ?Happydent wave is a liquid filled gum and the fact that Happydent stands for a whitening gum?. Since elephants are an integral part of TVC, animated versions of elephants were used in the viral. This was created by DigiVaasi India.
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3. Slide to see me smile This digital campaign can be seen on the happydent website (happydent.in). It is an interactive slider using which one can make the beautiful girl smile. Changing the slider position changes the facial expressions of the girl on the left as well as opens the like of the happydent box on the right. This digital commercial was created by DigiVaasi India.
Print Commercials
Taking iconic images of 2 of the most beloved humanitarians in history to sell gum is a bold move by ad agency McCann Erikson. The Happydent print ad campaign, made for India's emerging consumer market, features 3 most influential persons in the world and composes their iconic images entirely from dental gum. The result is an advert that makes the consumer smile, as they appreciate the craft and the people in them.
These ads usually appeared in the leading newspapers as shown above. The TVC buzz of happydent was enough for people to recognize these ads without any text.
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Section II - Campaign Analysis
In this section we will undertake a review and critical analysis of the campaigns of the ads of happydent.
What is particularly striking about this campaign?
The striking feature of the all campaigns of PVM is high brand recall value e.g. the Happydent White television commercial is true to life. It very effectively conveys the message that one could start by switching off the lights and switching on the smile. If that sounds rather surreal, it's only in keeping with the ad and its core message. This campaign dazzled the target audience and advertising world with its magical creative experience. Similarly, PVMI had unveiled a TV commercial for one of its variants – Happydent Wave in India with the pay-off line, ?Daaton tale, diya jale”. The Happydent Wave film comes almost two years after the Palace film was released. Since the Palace film had generated enough top-of-mind recall, so there wasn‘t need for another film. However, for launching a variant like Wave, PVMI required a commercial that amplifies the launch and generates further recall. The Wave was among the first-of-its-kind – coated gum with a liquid center. This added burden of the ?liquid inside‘ has been nicely integrated into the whitening truth – ?roshni ka matka hai‘. The ad campaigns banked on humor, and depicted slice of life situations built around the theme of 'off-track but smart thinking'. The film was expected to serve the purpose of creating trials for the variant as well as reinforcing the mother brand. This ad campaign was exaggeration to the nth power and truly an Elephantine effort for sparkling teeth.
Why does it work… or fail; in your opinion?
Be it happydent‘s "tera dil roshan, tera man roshan" ad campaign or Happydent Wave ?Daaton tale, diya jale? campaign one common thread in all these is the amazing difference it brings to one‘s life. The message is communicated in a manner that is not subtle, but at the same time creates an exaggeration that does not put off the audience. Creative Idea: 1. Happydent White: In "tera dil roshan, tera man roshan " ad campaign, the larger-than-life theme - the idea of lighting up an entire fantasy world - is perhaps fitting, given that it also signals a sea change in positioning. Happydent is not a children's confectionery. It has staked a claim to the oral dental hygiene platform - and the communication centers on making dental hygiene a fun activity.
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2. Happydent Wave: This ad campaign beautifully uses the cliché ?Daaton tale, diya jale? to underline the importance of Happydent Wave in delivering the value preposition of sparkling teeth. The ad conveys message for a variant which dealt with twin propositions: sparkling teeth and a liquid-filled center in a nonverbal mode of communication. The achieved this by combining liquid and light and thus exaggerating the mother brand‘s proposition. Ad is not lengthy and with humor it preserves the core benefit of the product. One must understand that India is not a land of chewing gum munchers. Indians are more noted for their pan chewing, be it the betel leaves, or the infamous gutkka. In this context, creating a brand image of a mundane chewing gum was all the more difficult. Perfetti Van Melle needed an aggressive strategy to build a brand name that the country‘s youth could easily identify it with. The fact that they chose the age group of 18 to 34 years clearly proves that. The policy makers at Perfetti were wise enough to grasp the point that there‘s only so much one can harp on the qualities of a chewing gum and that‘s not going to build a brand name. Having understood that, they embarked upon a theme that described very little about the product itself but simulated situations in which the chewing gum consumer was shown to be having greater presence of mind and that was indirectly attributed to consuming Happydent White/Wave chewing gums. Most ads in this category generally talked about fresh breath, strong teeth or the more tongue in cheek suggestion that chewing gum help a guy attract a girl. That‘s where the Happydent White/Wave ad deviated from the other ads in this category. ?Happydent White/Wave doesn‘t talk about the functional benefit at all – it works on a psychological level, where people associate the brand with the imagery of ?smartness‘.? Ogilvy & Mather conceptualized a theme, which didn‘t need the product to be shown, but delivered a strong message about the product.
Choice of target audience:
1. Happydent White: According to Prasoon Joshi, the ad agency's regional creative director (south and southeast Asia), "In India, chewing gum is still looked on as a breath freshener. So the aim was to portray the product as something that gives healthy and white teeth. And this had to be done by making it seem interesting rather than therapeutic". That's particularly important, given the changing age profile of chewing gum users. Until even a few years ago before launch of happydent chewing gum, gum was included in children's confectionery, particularly those under 14 years. But the product has expanded its reach, and consumption of chewing gum is significantly higher among teenagers and young adults and this ad campaign has helped PVMI to target youth generation in an effective way.
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2. Happydent Wave: Happydent Wave ?Daaton tale, diya jale? campaign was an immediate hit with the company's target population, the youth. The ad, which ends with a few old men sitting in the darkness and quipping sarcastically, ?Jangal mein mangal ho raha hai, par gaon mein toh bijli aayi hi nahin bhaiya!? (There is no light in the village, while the jungle is shining bright.), got a strong initial response from the target audience scoring high on awareness and brand recall. The TVCs of Happydent Wave could only be defined as intellect stimulants - bizarre in concept and humorous in essence. This campaign connects very well with the youth that considers itself cool and smart.
What could be done to improve its execution, if anything?
Though Happydent wave ad had heavy presence in the electronic media, the same was not true in case of print media. As compared to Happydent white commercial Happydent campaign loses on the novelty factor i.e. The ad for Happydent Wave pales in comparison w.r.t Happydent white. To maintain the legacy of Happydent brand its variant wave‘s presence in print media was desirable.
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Section III – Brand Analysis
Happydent has been positioned as a functional gum which means it imparts some practical function along with usual enjoyment provided by traditional chewing gum, thus enticing the consumers. In this section we are going to analyze some of the properties of Happydent as a brand.
Brand Promise
The ingredient – Baking Soda in Happydent helps in maintaining natural whiteness of the teeth but it doesn‘t really provide teeth which can be used to lighten up a palace. Also, it has been scientifically proven that chewing gum helps in getting healthy and strong gum.
Brand Personality
The brand personality of Happydent is old, humorous, low-class. It has never sponsored any event for promotion or used any celebrity for endorsement of the brand. There is no personality cult around whom the campaign revolves in these ad‘s. Happydent is recognized for its humorous ads and the concept of achieving sparkling teeth.
Brand Identity
High recall value of Happydent brand variants is due to the cult identity of the brand. The brand identity of Happydent is sparkling and strong teeth, humorous commercials, ayurvedic gum.
Brand Relationships
It is not what you say that builds relationships, but how you say it. Or, in advertising terms, it is not the rational message that builds brand relationships, but the emotional creativity. Emotion in advertising contributes toward and strengthens brand relationships. In case of Happydent all of its ad‘s strike an emotional chord with the audience. Be it ?tera dil roshan, tera man roshan" ad campaign or ?Daaton tale, diyajale? campaign Happydent creates emotional touch by picking up the things from day-to-day life e.g. rustic look of servants who are pushing themselves hard to be present at the king‘s palace for dinner. Similarly the act of elephants playing in the water refers to JalKrida (an act of playing in or with water) in ancient Sanskrit tales and folklore about elephants and their love for water.
Brand Culture
Brand culture is a company culture in which employees "live" to brand values, to solve problems and make decisions internally, and deliver a branded customer experience externally. It is the desired outcome of an internal branding, internal brand alignment or employee engagement effort that elevates beyond communications and training. A brand in order to be relevant to consumers and sustainable over time must operate much like a culture. An Apple iPod stands for a courageous, inventive, rebellious and audacious approach to life that makes every iPod user proud and gives a badge of identity. It stands for the Apple way of doing things. When consumer connects to a brand that aligns with their most deeply held beliefs and sense of identity they are essentially both pulling that brand into their own world
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and entering the world of that brand. The vital thing for any organization is to create this world for its consumers. The value of brand culture comes out when companies give its consumers something to believe in. Happydent stands for a brand that symbolizes ?Smart?, ?Humorous? and ?cool ? approach towards life. It stands for consistency, Accessibility and Commitment.
Brand Semiotics
Happydent logo is a combination of name of the Happydent and its variant e.g. Happydent White or Happydent Wave. This logo not only represents PVMI‘s brand but fosters company‘s immediate customer recognition. Color of Happydent White is light blue with shades of white all over it that clearly coveys the benefits of shining and strong teeth provided by this mint. As we know that Green is often associated with the health and hygiene, so in case of Happydent wave the green color of packet symbolizes sparkling healthy teeth. While Green colored package of Happydent Protex with texture of blue is conveying message of other two variants i.e. strong and healthy teeth.
Brand Equity
Brand equity is defined in terms of the marketing effects uniquely attributable to the brands -- for example, when certain outcomes result from the marketing of a product or service because of its brand name that would not occur if the same product or service did not have that name. In case of commercial brand, these outcomes include the capability to charge a premium, capability to increase sales, capability to get a discount, capability to withstand attacks like price cuts, sales promo schemes, margin attacks etc. There are various models that can be used to measure the brand equity of Happydent but Three Pillar model factoring in the components – Price Premium, Brand Loyalty and Market Share gives a definitive measure of brand equity. Happydent scores high on Price Premium and Brand Loyality but has relatively lesser market share as compared to Orbit.
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Section IV – Agency Pitch
Situational Analysis
? ? ? ? ? ? ? Functional Gum category is increasing in size. Indian consumers are not that dental health conscious. Purchase of gum is mostly on impulse. Current Ads of Happydent mostly emphasize on only one aspect, that is ?whitening of teeth? There is no focus on strengthening of teeth aspect except for Happydent Protex. Happydent Protex ads are not shown on TV, It is internet only ad, hence reach is limited to audience with internet connection and those who happen to come across such campaign. Happydent Ads do appeal but mostly to male audience; not a single ad shows girls/woman consuming Happydent. Consumption of gum is more of a male phenomenon anyways. Another benefit of functional gum, which is weight control, is not conveyed by current campaign. Overall brand recall of Happydent is very high.
Competitor Media Analysis
Happydent is facing major competition from ?Orbit by Wrigley?. Orbit is worldwide number one in the category. Orbit is Indian Dental Association certified for whitening effect on teeth, whereas Happydent has no such type of Medical Association Certificate. Orbit launched its ad campaign in following phases ? First serious of ads were bases on ?It‘s Working? theme. These ads mainly emphasized on whitening of teeth. This campaign was based on humour appeal. This series also had high recall. ? In 2009, Wrigley became official gum partner for all IPL teams. It had signed sponsorship deals for Orbit and Boomer for 1 to 5 years, the tenure was different for different teams. It has signed the sponsorship agreement with Chennai Super Kings and Delhi Daredevils for three years. Orbit even launched contest ?Orbit 12th Man? contest. The contest received more than 2.5L SMS responses. ? The third wave of Orbit campaign was ?Khaneke baad?. The campaign was humour appeal based; it focused on health conscious consumers emphasizing consumption of Orbit after meals. ? Next phase of Orbit campaign was ?Everyday Magic?. This campaign was focused on Smile aspect of white teeth. Orbit was projected as more or less life style product. ? Projected as only Indian Dental Association certified gum. It used little bit of humour appeal to convey message ?Helps prevent tooth decay?. ? Currently Deepika Padukone is Brand Ambassador for Orbit. Ads featuring Deepika Padukone again emphasize on ?Helps prevent tooth decay? tagline. Following observations can be made from Orbit Medial Campaign. ? Orbit ads used humour appeal, but recent ads do not use it anymore. ? Orbit has been projected in multiple ways. Overall teeth whitening, dental health, life style are being covered.
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?
Brand recall of Orbit is much more lesser than Brand recall of Happydent
Elements which are being adapted, changed or reinforced ? Teeth whitening is being reinforced to different (female) audience ? Teeth Strengthen is being adapted to TV audience ? There will be other change, humour appeal will remain unchanged Target audience and profile of consumers for campaign ? teenagers and young adults ? mostly female ? somewhat dental health conscious ? focus on beauty, related to smile, importance to girls Rationale behind approach, with justification – ranging from conceptual to empirical data ? Happydent is mostly focused on male audience. Its ads consistently show man consuming Happydent. ? Orbit is also being targeted towards woman by the way of Deepika Padukone ads or ?Everyday Magic? ads. ? To make brand appeal holistic, to all in certain age group; new campaign is required. Table showing media schedule ? Choice of media: TV, family program, woman‘s program. Mostly lifestyle program on NDTV Good Times, MTV, VTV or other TV channels which attracts modern female audience ? Timeline: Evening TV ? Frequency: Burst of high frequency ads for 3 days after 1 or 2 weeks ? Volume: Lower volume Method of tracking response and effectiveness ? Survey among urban teenager and young adult female can be done to examine recall of brand. ? The campaign will be focused on female consumers. Buying behaviour of females can be tracked to check if desired effect has been achieved. ? Considerable sales of Happydent happen through paan shops or as a single product through medical or kirana shops. Girls are least likely to buy from paan shop. Change in sale of big pack in retail sales compared to single rupee pack on paan-shop will help in calculating effectiveness of ad on buying behaviour. Limitations ? Women are not major consumer of Happydent or any gum for that matter. If ad is not appealing enough, it may not have expected effect.
Creative Proposition
Story Board Scene1- Mother is telling the famous story of Thirsty Crow to her son from the book. Scene2- Here the story goes into visualization- a crow searching for water, finds a pot, but there was very little water in it and the neck of pot was very narrow. He
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thinks for a while and then looks here and there it finds a box of Happydent White, and start throwing them one by one inside the water. As more and more happy dent packs filled the jug, the water level kept rising. Soon it was high enough for the crow to drink. Then it put his beak inside the jug to drink water and when takes his beak out, it turned into Sparkling White. Scene 3: Back to kid and Mother. Kid Thinks about his mother‘s yellow teeth and gives a happy dent white to his mother. The entire scene runs with a new jingle conceptualized around the story.
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References
Youthonads.comhttp://www.afaqs.com Advertising Agencies Association of Indiahttp://www.adgully.com
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