Acti-Life

A Print Ad Development

Team 7
Abhishek Dhok
Karthik C
Naveen I
Rohan Srivastava
Vignesh K

1501061
1501081
1501087
1501096
1501113

About the Ad: In this fast growing world, people have to cope up with the competition
and it is not enough if a person is good at doing single task. As people take up roles and
responsibilities, the targets that are given to them is high and everyone has to manage their time,
resources, work-life balance and also their personal life. The person with six hands in the ad
depicts the number of tasks he has to manage apart from his personal life. To handle the pressure,
he has the choice to involve himself in activities such as yoga, meditation etc. However, he
cannot afford to involve himself in those because of lack of time available to him. The other
option is take pill which will give the same benefit as doing yoga, meditation etc.

Ad Development Process:
The development of the ad started with scanning the requirements and identifying
the following key words:
1.
2.
3.
4.
5.

New Over-the-counter product

Instant wakefulness
Herbal
Targeted as business executives, upper urban class
High stress, alertness

The key words easily allow us to identify the product characteristics (1, 2, and 3),
the target consumer (4) and the pain points (5). The ad would thus have to contain
elements that represent these key considerations.Targeted customer here is an
upper urban class working professional who is very stressed out because of his day
to day work pressures.
Creation of Interest
1. As given in the scenario ProLife Pharmaceuticals is a large and diversified
pharmaceutical company. Hence we introduced ProLifes logo at the top right
corner to piggy back the new product on ProLifes brand awareness, Acti-Life.
As ProLife is a well established brand consumers will be able assure that ActiLife is a quality product.
2. Introductory offer: We have introduced the product with an offer of 25% off,
to draw the customers interest and attention. We have mentioned this on the
top left corner of the Ad.
Influence on Consumer Considerations and Decision Making
The design elements of the ad used to influence perceived consumer considerations
can be assessed by using a means-end chain illustrated below.

The means-end chain helps us identify hidden instrumental benefits that the target
consumer would value more than the functional benefits. In addition, the consumer
in this case belongs to the Achievers lifestyle. Typical characteristics of this lifestyle
include success, ambition, career-orientation and control. Hence, impressing at work
or achieving targets would be strongly sought after benefits. Thus, transforming
Acti-Life into a route to achieving success enhances its perceived benefits in the
consumer mind space. The graffiti on the poster is aimed at achieving this
transformation.
Source Attractiveness
The consumer has been aptly depicted as a young business executive. It is
expected that the consumer will identify similarities between the model in the ad
and the way they perceive themselves.
Comparison Model:
To give customer a more clear perspective of the product we have compared it with
the existing famous Red Bull and 12 cups of coffee. Apart from relieving stress, the ACTi

life also gives energy when consumed. This is depicted by the equivalents amounts of Red Bull
one has to take as compared to one capsule. Also, one ACTi life capsule is equivalent to drinking
12 coffees. Around 90 % of people know the benefits of drinking coffee and also the benefits of
Red Bull through advertisements. Seeing the above ad, people will draw parallel to benefits of
ACTi life capsule and those of Redbull, coffee. The comparison is done in a healthy way, its not
showing any product in a bad light.
Product Feature Highlights on the Ad
1. Availability: We have mentioned it on the left in very small font that product
is available at all the pharmacies, supermarkets and druggists.
2. Herbal: There is a 100% Natural and herbal stamp on the right bottom of
the Ad.
3. Price: The pack have been placed in the Ad to provide the consumer with a
tangible image of the product. Further, the price has been mentioned as a
lure to aspirational consumers who might be able to afford a Rs. 99 pack,
despite it being a premium price.
End Note:

This design was the 2rd design we thought of. The first design included a women
with sad expressions pointing towards a missing jargon. It was rejected because
we thought that if we will position a women in our Ad we might lose our male
customers who will not buy the product. Male customers would found it a feminine
product and would not opt for it, which is generally not true in the other case, hence
we positioned an office going male model. The purpose of an ad is to draw
attention. This ad has all featuresa discount, a well-known brand and a great
designto capture attention. We believe this will set the ad apart and make it a
successful one