Lays Report
A
Project report
On
“Chala Change ka chakkar”
Lays Campaign
Advertising Agency: J.Walter.Thompson (JWT)
Under the guidance of:
PROF. S.C.MAKANI
Table of Contents
INTRODUCTION 3
About JWT: 4
JWT World (in India) 4
Structure of JWT 7
GENERAL INFORMATION ABOUT THE CAMPAIGN 9
How did Agency get the account: 9
Dates of the campaign: 9
BTL 9
CLIENT BRIEF: 10
Company Details: Frito Lays 10
FritoLay India 11
FRITOLAY India Genesis 12
SWOT: 14
SWOT Analysis of Frito Lays 14
RESEARCH INPUTS: 15
TARGET AUDIENCE 15
OBJECTIVES OF THE CAMPAIGN 16
CREATIVE BRIEF: 17
MESSAGE STRATEGY 18
Overall position communicated 19
Media mix used 19
Execution style 19
BTL Strategy 20
MEDIA STRATEGY 21
ADVERTISING BUDGET: 22
TESTING AND EVALUATION 22
Pre-release testing and modification 22
Post-launch testing 23
Agency Compensation 23
INTRODUCTION
❖ Name and Address of Advertising Agency:
J. Walter Thompson (JWT)
Enkay Centre, Block A,
Commercial Complex,
Udyog Vihar, Phase V,
Gurgaon 122016
❖ Contact Person:
1.Mr Navneet Monga (Asstt. Brand Manager)
Frito Lay Division, PepsiCo India
Contact# +91 124 4153235 , 09953007477
2.Mr. Jitendra Dabbas (VP - Strategic Planning Director)
Contact # +91 0124 5198200
❖ Specific Ad. Campaign being Studied: Chala Change ka chakkar
FritoLay gave three thrilled fans a chance to live their favorite stars life – Dhoni’s, Saif Ali Khan’s and Juhi Chawla’s through this promo.
About JWT:
JWT World (in India)
JWT is one of the India’s leading Integrated Communications Company. JWT offers integrated communications solution to its clients with the help of its long term association with various firms in related businesses. Some of the JWT associates with their respective businesses are as follows: -
Media
Mindshare
Fulcrum/ NBU
Mediavision
Portland
PR
IPAN
Project report
On
“Chala Change ka chakkar”
Lays Campaign
Advertising Agency: J.Walter.Thompson (JWT)
Under the guidance of:
PROF. S.C.MAKANI
Table of Contents
INTRODUCTION 3
About JWT: 4
JWT World (in India) 4
Structure of JWT 7
GENERAL INFORMATION ABOUT THE CAMPAIGN 9
How did Agency get the account: 9
Dates of the campaign: 9
BTL 9
CLIENT BRIEF: 10
Company Details: Frito Lays 10
FritoLay India 11
FRITOLAY India Genesis 12
SWOT: 14
SWOT Analysis of Frito Lays 14
RESEARCH INPUTS: 15
TARGET AUDIENCE 15
OBJECTIVES OF THE CAMPAIGN 16
CREATIVE BRIEF: 17
MESSAGE STRATEGY 18
Overall position communicated 19
Media mix used 19
Execution style 19
BTL Strategy 20
MEDIA STRATEGY 21
ADVERTISING BUDGET: 22
TESTING AND EVALUATION 22
Pre-release testing and modification 22
Post-launch testing 23
Agency Compensation 23
INTRODUCTION
❖ Name and Address of Advertising Agency:
J. Walter Thompson (JWT)
Enkay Centre, Block A,
Commercial Complex,
Udyog Vihar, Phase V,
Gurgaon 122016
❖ Contact Person:
1.Mr Navneet Monga (Asstt. Brand Manager)
Frito Lay Division, PepsiCo India
Contact# +91 124 4153235 , 09953007477
2.Mr. Jitendra Dabbas (VP - Strategic Planning Director)
Contact # +91 0124 5198200
❖ Specific Ad. Campaign being Studied: Chala Change ka chakkar
FritoLay gave three thrilled fans a chance to live their favorite stars life – Dhoni’s, Saif Ali Khan’s and Juhi Chawla’s through this promo.
About JWT:
JWT World (in India)
JWT is one of the India’s leading Integrated Communications Company. JWT offers integrated communications solution to its clients with the help of its long term association with various firms in related businesses. Some of the JWT associates with their respective businesses are as follows: -
Media
Mindshare
Fulcrum/ NBU
Mediavision
Portland
PR
IPAN