ROSHNI DAS | CREATIVE BRIEFS | ROLL NO 31

 NAME: ROSHNI DAS   CLASS: M.A. APR   ROLL NO: 31   SUBJECT: COPYWRITING

ASSIGNMENT VIII: CREATIVE BRIEFS

CLIENT: Raymond Ltd.

PRODUCT CATEGORY: Suits for men

BRAND NAME: Raymond

ASSIGNMENT: 1:04 sec, Television Commercial TVC

TARGET GROUP: 25-45; Upper class & Upper middle class, Urban communities, Working Professionals, Romance Music

COMPETITIVE FRAME: SWOT

STRENGTH: Legacy brand, Loyalty, Good Advertising, Brand Name, Iconic Music

WEAKNESS: Low global presence, Price

OPPORTUNITIES: Growth of the middle class, Global Expansion

THREATS: Presence of other high-end brands like VAN HEUSEN etc.

CONSUMER BELIEFS:

Romance, Occasion, Pricey

ADVERTISEMENT OBJECTIVE: To embed itself in the mind of the audience with the message "THE COMPLETE MAN" & LOVE

KEY SELLING MESSAGE: Sharing beautiful moments with your loved ones.

MANDATORY INCLUSIONS: Romance, Brand name, LOGO, Product

APPEAL: Emotional, Romance, Music

TONALITY: Playful, Light-hearted

BRAND PERSONALITY: Lovable

KEY RESPONSE TO THE AD: A smile, Awww, Just Perfect

REASON TO BELIEVE: LEGACY





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