In Business communication, I have considered an Ad from Mahindra & Mahindra company i.e #LadkiHaathSeNikaalJayegi and explained all the Persuasion Model of Cialdini and Aristotle.

1. BUSINESS COMMUNICATION
Persuasion Model
Guided by : Dr. Shradha Kabra Presented by: Anand Soni(20DM030)

2. INTRODUCTION
• Mahindra & Mahindra. Ltd
• Founded in 1945
• One of the largest Vehicle Manufacturer
• World largest manufacturer of Tractors
• Ranked 17th in Fortune 500 list in 2018
CEO: Anand Mahindra

3. NANHI KALI
• Founded in 1996, helped around 4.5 lakhs girls by providing education &
opening 3860 schools among 10 different states of India.
• Ad campaign #LadkiHaathSeNikalJaayegi – 2018
• To change attitude towards a girl child

4. CIALDINI’S PERSUASION MODEL
• No celebrity but
Brand Trust
• Future
expectation
• Commitment of
father
• A social message
from a trusted
company
Social Proof Consistency
AuthorityReciprocity

5. ARISTOTLE’S PERSUASION MODEL
• Logic
• Social Message
Logos
• Emotion
• Father & Daughter
Pathos
• Credibility
• Trustworthiness towards her daughter
Ethos

6. IMPACT

7. 1) Increased Relevance for Mahindra
94.8% Brand interest and 8.4% brand Favorability for M&M
2) Reinvigorated interest for Nanhi Kali
3520% increase in new users to Nanhi Kali website
1572% lift in searches for key words related to Nanhi Kali
3) High Engagement and Likability of the campaign
47 million+ views
225,000+ likes, 3000 comments and 70,000+ shares on FB
4) Got consumers to ask for change
97% of conversation were positive on social media

8. REFERENCES
• https://www.nanhikali.org/
• https://www.mahindra.com/
• http://www.socialsamosa.com/2018/08/mahindra-group-ladki-haath-se-nikal-
jayegi/
• https://youtu.be/eDWAyOJsOig
• Google Brand Lift Survey
• SDIC social listening report
• Facebook India Benchmarks

9. THANK YOU