Lays Report

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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
INTRODUCTION3

About JWT:4

JWT World (in India)4

Structure of JWT7

GENERAL INFORMATION ABOUT THE CAMPAIGN9

How did Agency get the account:9

Dates of the campaign:9

BTL9

CLIENT BRIEF:10

Company Details: Frito Lays10

FritoLay India11

FRITOLAY India Genesis12

SWOT:14

SWOT Analysis of Frito Lays14

RESEARCH INPUTS:15

TARGET AUDIENCE15

OBJECTIVES OF THE CAMPAIGN16

CREATIVE BRIEF:17

MESSAGE STRATEGY18

Overall position communicated19

Media mix used19

Execution style19

BTL Strategy20

MEDIA STRATEGY21

ADVERTISING BUDGET:22

TESTING AND EVALUATION22

Pre-release testing and modification22

Post-launch testing23

Agency Compensation23

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

Specialized Communications
Thompson Social
Design C

Relationship Marketing
Thompson Connect Worldwide

Events & Promotions
ZestConnect

Research
IMRB
RI

Specialised Research
PQR
SRI
CSMM
Millward Brown
Media & Panel

Interactive
digital@hta

JWT has been instrumental in creating some of the best known names and slogans, thus helping the brands to establish themselves in the Indian market and making them what they are today.

Some of the better known work of the company has been:
• Pepsi - Yeh dil maange more !
• Indian Army - Do you have it in you?
• Hero Honda - Fill it, shut it, forget it
• Wills - Made for each other
• Tata Steel - We also make steel
• Ford - The Josh Machine
• Kingfisher - The King of good times !
• Boost is the secret of my energy
• Horlicks - The great nourisher
• VDIS - 30 % Tax, 100 % Peace of Mind
• Spice Telecom – Never miss an opportunity
• Taj Mahal – Wah! Taj
• i-flex – the Unfair Advantage
Some of the brands being represented by JWT in India:

JWT is a leader in its field. The agency has been trusted time and again by India’s most trusted brands for all of their communication needs specially their advertisement and promotional activities. It proudly boasts of some of the longest standing relationships in the industry with its clients.

JWT is a company which believes in building relationships. The following data gives a very clear picture of the extent of faith its clients have enforced over the agency. This is also a testimony to the quality work the agency has carried out for its clients over the long years of their association. Years Of Business Association% of Total Clients • > 40 14

• 20 - 40 23
• 10 - 20 16
• 5 - 10 17
• < 530

This shows that about 14% of...
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