Assignment - 1

AYUSHI GUPTA

CREATIVE BRIEF

BRAND: BOROLINE

OBJECTIVE:

 To change consumer views that boroline is sticky (oily) and can be used in winters only.
 To reposition it as an all-purpose cream.

TARGET AUDIENCE: Women’s of all age (people usually use this for pimples, acne, chapped lips and
as a antiseptic for wound)

BACKGROUND INFORMATION: the brand has a strong customer base build through years. It is one
of the oldest, most reliable and trusted brand. Its sales are widespread during all regions, however
the northern region contributes a slightly more mainly because of prevailing harsh conditions. Most
of its brand is influenced by seasonal demands.

MESSAGE THEME: Boroline is an all-purpose cream. It is non-sticky and non-oily. It can be used in
summers as well.

ASSIGNMENT – 2

AYUSHI GUPTA

COMPREHENSIVE COMMUNICATION PROGRAMM FOR KEVENTERS

Out of house advertising and social media marketing are the two main avenues that Keventer’s
could mainly benefit from.

 Innovative Packaging

Keventers milkshake is sold in some very distinctive packaging. Nothing new, nothing fancy. Just an
eye-catching simple sober bottle with a degradable straw; as counter intuitive as that may sound,
drinking out of a glass bottle can be refreshingly cool.

Riding the tight rope between being both environment friendly and compelling to own, Keventers
successfully strikes a balance, enough to have people shell out good money for a milkshake.

 Premium Pricing

Keventers is priced at around 150 rupees for a small and 250 rupees for a large, which to the average
Indian is not everyday expense. This price point creates a premium feel, that's unheard of at the
milkshake store in the neighbourhood.
  Using the Youth as your Marketing Big Guns

One thing Keventers has successfully done is to create an aspiration brand that the tech-savvy
millennial generation want to be around. When something appeals to the Gen Y, you see yourself
reaching several hundreds of target audience, thereby making your brand more and more sought
after.

All Keventers did here is the exploit this instinct of the youth, by means of strategically placed stores
and packaging worth showing off on the internet. The marketing then on just figures itself out. Daily
it is a fact that 7 out of 10 millennial that visit a Keventers store post about it on their social media.

 Kick-ass Visualization of Milkshakes!

The ad Keventers plays at every one of their stores. The colour schemes coupled with inadvertently
satisfying imagery of fruits crushed, milk poured, and chocolates thrown around.

The video has a certain oddly gripping nature to it that makes it ever so eye-catching.

 2 Words. Start Big!

When Keventers had to choose a location for their first stores, the founders took a bold decision to
do so at Select Citywalk, in New Delhi. This being a premium location gave the brand the right
leverage to warrant the sales of the milkshake to the target crowd at a value proposition that was at
a rate costlier than shops around for milkshakes.

This proved to be the right stepping stone, which further went on to help them pick and franchise to
locations that suit the target customer profile.