Ad analysis of ICICI prudential

AD ANALYSIS

Submitted By :-Anita Kala (FT13109)

Great Lakes Institute of Management

INTRODUCTION

• Caption for the ad :- “BANDE ACCHE HAIN… “• This is ICICI Prudential’s recent ad whose

essence is “Taking responsibility without mentioning”..

Ad :- http://www.youtube.com/watch?v=HpmVDwXUoDA

SUBMODALITIES(VISUAL)

• Scenarios where care is VISIBLE(marriage scene, road side walk scene)

• Colors :- Bright visuals used to showcase positivity• Demonstrates care at every stage of life(child, youth, old)

AUDITORY

• Soft and soothing music• Positive Associations :- Heart touching Lyrics

and caring men in our lives• Tempo maintained throughout the ad• Syn with the audio :- Repetition of words

“bande acche hain”• Soft drum beats in the music

KINESTHETIC• Focuses on holding hand

which symbolizes responsibility

• Scenarios where feelings are at their peak

• Revolves around EQ of viewers

DETAILED OREINTATION

• The entire ad shows multiple scenarios at different places such as wedding scene, child running at the metro station, girl at the school

• In detail touch of every relationship(father-daughter, husband –wife)

PRIMARY MODE OF PERCEPTION :-ALL

SEEI

NG

• Scenes have things to see/people to watch

• Lot of visuals

HEA

RIN

G

• Music throughout the ad

• Clear lyrics

SEN

SIN

G

• Touch• Warmth of

relationships

EXTERNAL FRAME OF REFERENCE

• All the scenarios show care for family(others)• Essence is the “TRUST” your loved ones have

on you.• Wherever/whenever family needed men

showed responsibility

TOWARDS PLEASURE & AWAY FROM PAIN

TOWARDS PLEASURE• Groom holding the

bride’s hand

AWAY FROM PAIN• Old man giving shade to

protect from sunlight• Man changing position with

daughter to avoid the child getting scolding from her teacher

OPTIONS OREINTED

• The ad is options oriented as actors use multiple ways to show their care.

• Hiding a mistake, showing care by ensuring safety

ACTION PREFERENCE

• ACTIVE :- Actions done are synonyms to taking care.

• Involvement of all the actors in the scene

• Full of energy and life/lively ad

RESPONSE TO CHANGE - DIFFERENCE

• Wonderful and different experiences where love and affection comes out beautifully.

• All stages of life ,i.e., childhood, youth and old couple