Presentation for module of Copywriting. Designed an Communication / Advertising Campaign for the Indian Dairy brand 'Gowardhan'.

1. Gowardhan Campaign
 Assignment – A 416
 Course – 50121412 (Advertising Creative II and
Copywriting)
 Batch – 2014
 Roll Nos. – 720, 664, 650, 723

2. Our Strategy
 I – Corporate Advertisement
We have decided to launch a TVC for the corporate advertisement of
Gowardhan.
Objective
 To sensitize the masses about the dairy brand ‘Gowardhan’ beyond its
popular products like Ghee and Dahi.
 To create a distinct place for Gowardhan in the market dominated by
competitors like Amul and Mother Diary.

3. Concept of Corporate Advertisement
 The advertisement attempts to demonstrate the journey of Gowardhan’s
pure and fresh milk from its extraction stage in the cow farms to its
processing into a large gamut of dairy products available under the
brand’s portfolio.
 En route to becoming a ghee, dahi, chaas or paneer, Gowardhan’s milk
is treated and processed using state of the art production facilities
inspired and borrowed from Germany.
 Gowardhan is shown as the brand which stands for cutting edge
technology to improve production of dairy products and merges this
aspect with the importance of rich taste. (tradition)
 The result of this effort – A happy and satisfied family.

4. Gowardhan TVC Ad – Story Board
Scene
Animation – Long Shot of a cow on a dairy farm. Camera then zooms towards
a steel canister placed under the udder of the cow which is now being milked.
Audio - Voice over along with appropriate background score throughout the
Ad
Voice-over – With the largest cow farm in India sprawling across thirty five
acres …

5. Cut to – Medium shot of milk from canister being poured into Go Tetra Pack
Milk after the flip top of the milk pack opens.
Audio - *Click* sound of flip top opening.
Voice-over – Gowardhan manages to supply a staggering one million litres of
milk everyday…

6. Cut to – Go Milk being poured from the pack and a stream of milk flows. A
glimpse of the Gowardhan factory is visible in the backdrop of the stream.
Audio - Voice-over – Using state-of-the-art European technology…

7. Cut to – Medium shot of Gowardhan Ghee jar
Audio - Voice-over – Gowardhan offers more than sixteen dairy products for
your every occasion…

8. Cut to – Close up of a pan – a home-maker is cooking a paneer dish.
Audio - Voice-over – From your favourite preparation of soft, tender paneer
for lunch to the ritual glass of calcium-rich milk at night…

9. Dissolve to – Close-up of prepared paneer dish. Camera zooms out slowly to
reveal other Gowardhan products (Gowardhan dahi, Gowardhan Chaas and
Gowardhan Fruit and Yoghurt fusion) decked up on the dining table. A family
is seated around the table and all smile excitedly at the sight of the food on the
table.
Audio - Voice-over – Gowardhan leaves you with a smile on your face, some
good memories and taste buds that yearn for more.

10. Cut to – Logo of Gowardhan, with the tagline – Your life. Pure life. Your
Gowardhan.
Audio - Voice-over – Gowardhan – Your life. Pure life. Your Gowardhan.

11. II – Product Advertisement
 We have decided to execute a Print Advertisement for the ‘Fruit and
Dahi Fusion’ product
Objective
 To introduce the product under ‘Go’ brand – Fruit and Dahi Fusion
 To tap into the Target Market of kids and to give the ‘Go’ brand under
the relatively traditional and conventional parent Gowardhan a touch of
fun and enthusiasm which is symbolised by kids.
 Break into the ‘healthy food’ scene as an option over its competitors in
the category like Danone.

12. Product Advertisement
Concept of Product Advertisement
 Gowardhan may have tried to break away from its traditional and
conventional image by launching a sub-brand by the name ‘Go’.
 To add the spark that Gowardhan has been looking for, we have
decided to make kids the pivot around which the product ‘Fruit and
Dahi Fusion’ revolves.
 Our copy pays a testament to the product itself by talking the merger
between the taste of natural fruits and richness of yoghurt. The copy is
kids centric and portrays them as the progatonist.

14. Field Observations
(Palack Khanna and Trina Dsouza)
We had been to star bazaar as well as two local kirana stores to observe
the placement of Gowardhan products.
We were able to distinctly see the product placement of Gowardhan dahi.
The yellow and red colours called out for attention.
Most of the other curd boxes were in the shades of blue and the yellow
stood out distinctly in comparison to them.
One of the local kirana stores did not have availability of the dahi but was
able to provide us with ghee of Gowardhan. Surprisingly, the only
available ghee was that of Gowardhan.

15. Field Observations
Another peculiar thing observed was that even though star bazaar is such a
big store, the ‘Go’ milk cartons or the packets were not available. But, the
kirana store had packets (plastic pouches) of Gowardhan milk.
The other local kirana store had kept Gowardhan curd boxes in the
Danone branded labelled fridge and as soon as we asked for yoghurt, the
salesperson extended his help and gave me Gowardhan yoghurt instead of
the Danone ones in the fridge.

16. Field Observations
(Sheikh Rehmatullah and Shivshankar Ranjit)
we visited Dorabjee’s and a kirana store in Viman Nagar.
Dorabjee’s dairy products section, like most of the outlets was situated
towards the rear end of the floor. A large array of Gowardhan products
were decked up in the cooling stores along with its competitors like Amul,
Britannia and Mother Diary
There were several products of Gowardhan that we was not familiar with
and did not know existed.

17. Field Observations
On closer observation, we noticed that the colour scheme of the
Gowardhan products at times were strikingly similar to that of Amul and
Britannia which were placed around it.
A few products which used the ‘Gowardhan’ brand name almost ran into
Amul with the colours of yellow and red.
And products of ‘Go’ did not stand out from the blues of Britannia
At one Kirana store, the vendor told us that Gowardhan’s packet milk (not
tetra), Ghee and Dahi are the bestsellers. Among tetra pack, he had
Danone, Nestle and Amul but not ‘Go’.

18. Field Observations
When asked about distribution, he said that the Gowardhan milk and dahi
racks supply their store daily in the morning. The ghee and other products
need a special order which happens on a weekly basis, or sometimes
depending on the stock.
The Kirana wala introduced us to Gowardhan ‘flavoured milk’ which he
had in the store. Branded ‘Gowardhan Top Uppp’, the milk comes in
several flavours but at that point only the mango flavour was available. He
said that it was introduced just three months earlier into the market.
The Kirana store had Gowardhan ‘Fruit and Dahi Fusion’ for the first two
weeks of its introduction into the market but he did not order any more
stocks after the first round.

19. Thank You
 Go Gowardhan from today