ADVERTISING PRODUCTION

PROCESS
TIBET SNOW CREAM

SUBMITTED BY: SEHRISH RIZVI

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 ADVERTISING PRODUCTION PROCESS
STORYBOARD
• Scene one: a mother telling her daughter Zoya to get ready as the
groom’s family is coming over to meet her and specifically tells her to
put on a lot of makeup to cover her dark skin and blemishes.
• Scene two: the girl comes out of her room and has done over-the-top-
white makeup and her mother is satisfied that at least her blemishes
have been hidden.
• Scene three: brother passes by and makes fun of her sister for looking
ridiculous and not herself.
• Scene four: door-bell rings, brother opens door, Zoya’s friend enters, to
meet-up before the meeting. Friend passes by Zoya and makes an
expression to the brother asking “yeh kaun hai” and then further
moving towards kitchen and asking mother where Zoya is?
• Scene five: Zoya annoyingly shouts out to her friend that she’s right
there.
o Friend asks “yeh tumhara haal kisne kara?”, Zoya replies
“kyaaa!? tu aur kya karun, dhoop main reh kar rang kam hogya
hai aur yeh dhabbai…..” looking at the mirror and getting sad.
o Friend replies “arai tu pasand karwana hai yeh unko darana hai?
Jao moun dho kar ao aur yeh lagao”. Friend pulls out Tibet Snow
Cream from purse.
o Zoya replies “is sai kya hoga, saari creams ek jaisi hoti hain, koi
kaam nahi kartien.” Friend nods in disagreement and replies
“yeh tumharai chehrai ko ronaq de degi, kyon kai is sai rang bhi
saaf hojayega aur dhabbai bhi. Aur sab sai achi baat hulki cream
hai, doosri creams ki tarhan nahi, bulkai isko lagao tu pata bhi
nahi chalta kai kuch lagaya hai. Yanee, natural beauty, asal
khoobsurtee, jo is cream ki madat sai ubhar jayegi!”
• Both Zoya and friend come out of room and her mother is filled with
excitement and joy, at the same time curious that her daughter looks
so beautiful and asks: “Arai wah, yeh kya?” Zoya and friend look at
each other laugh and reply “Asal Khoobsurtee, aur kya?!”

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The Advertising Production Process of Tibet Snow Cream will span over a 3
months period. Our target is to air the Television Commercial by February
2011, thus this process will be started by November 1, 2010.
PREPRODUCTION - (Month of November 2010)
• Outsourcing
o The entire commercial production is outsourced to an advertising
agency and it will be ensured that the agency and brand
manager is in sync with the creative ideas and strategy.
o Outsourcing is a good option because a brand manager would
not have that much time to negotiate with production-houses for
deals to shoot a commercial as he/she would have to oversee
other aspects like retail-merchandising, schedule for distribution
in market etcetera.
o The advertisement needs to be shot at the standard picture
quality that all commercials are aired on television and not at the
low-quality and low-resolution recorded commercials seen on
cable channels.
o To avail this “standard” picture quality, one has to opt for
outsourcing as no Advertising Agency in Pakistan has their own
In-House production and equipments that shoot on such a high
quality picture resolution.
o Since Tibet Snow Cream has been out of the market in terms of
Television Commercials, bidding would be a better approach to
go about outsourcing. The reason is to understand the different
offerings in the market, what each agency’s strength is and
which would be the most suitable for our strategy.
• Production Timetable – 2 Days
o The whole shoot would be executed in one day. The reason is it
is not a commercial with dynamic scenes. Simple 7 to 8 scenes,
all shot inside the house, thus major time is spent in Setup and
Shooting.
 Shooting will start by 10am; in other words all preparatory
aspects need to be complete by that time. This includes
Set Design Setup, Lightings & Camera Positioning,
Relevant Fixtures, Ensuring Tibet Snow Cream packs are at
venue and Actors’ Makeup/Wardrobe is all ready for
execution.

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 All scenes to be shot by 8pm or till whenever the perfect
shots have been taken, thus a whole day has been kept for
the concern of shooting the commercial.
o The next whole day will be utilized for mixing all shots.
• Cost Estimates: Since the entire process is outsourced, an average
amount of Rs.5 million will be charged by the advertising agency. This
includes:
o Entire production process of Television Commercial (TVC)
Final Approval Meeting with Tibet Snow Cream Brand Manager
• Talent Casting & Wardrobe
o The search and auditions will be held by the director, producer
and one agency employee ensuring that the actors hired are in
sync with strategy. All characters’ actors will be shortlisted to the
best 2 by the above panel and presented to Tibet Snow Cream
Brand Manager. The reason being they are the most crucial
aspect of the commercial and the Brand Manager needs to be
satisfied with the acting, at the same time give his/her input
about the actors.
o Wardrobe to also be bought and shown to the brand managers in
that meeting for approval, ensuring that all approvals are done
at one instant.
• Set Design, Fixtures, Lighting are all also concern of the Advertising
Agency, producer and director of the Television Commercial, however
a blue print of the Set Design will be approved by the brand manager
of Tibet Snow Cream.

PRODUCTION - (Month of December 2010)

• Set Shoot
o A normal family household has been shown in the commercial,
thus the utilization of a studio will be sufficient, where proper
furnishing and setup of 2 rooms can be shown.
o It is not a commercial with dynamic scenes, simple 7 to 8 scenes,
which are all shot inside the studio.
• Day Shoot
o Day or Night is not a concern, whatever schedule is convenient
for director that will be set. However;
 The deadline for this phase has been stated to not exceed
December 31, 2010, thus director has to ensure that the
demo print of the commercial is ready by mentioned date.
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 The shoot its’ self cannot exceed more than 24 hours, as
that is the amount of time allocated for shooting as
approved by Tibet Snow Cream Brand Manager and
Agency.
• Audio/Video Mixing
o The next whole day will be spent in Mixing. At this stage it will be
ensured that all the necessary sounds and dialogues are clearly
voiced; if not, then dubbing may have to take place. Usually this
is necessary as voices are not clear or maybe an unnecessary
sound came in the recording which cannot be utilized in the
commercial; thus actors have to be called in and rerecord
dialogues of specific scenes
POST PRODUCTION - (Month of January 2011)
• Editing
o At this point the demo must have been analysed and critical
feedback given by the brand manager Tibet Snow Cream to
enhance it furthermore according to his vision.
o The editing will be done by the advertising agency involved since
beginning.
o This aspect does not have extra charges but are included in the
amount mentioned in phase 1.
• Converting the TVC into Radio format, Print Advertisements and
Billboard Hoardings.
o Ensuring that the radio does not need a visual aid to
comprehend. The entire story-telling and conversation between
mother, Zoya and friend should not confuse the listener but
instantly recognize that it’s a face cream advertisement.
o A still-photograph of the TVC should be captured and utilized as
Print Ad and Billboard Hoardings.
o Cost Estimates of conversion were not included in the package,
thus extra charges of Rs.2 million would add on.
• Cost Estimates for Media Buying/Planning would be around Rs.110
million
• Release Date: February 1, 2011, sharp 8PM.
o The reason for this specific date is as it is planned according to
the brand activation campaigning done in the future months.
o This is the month when winters are about to leave and warm
weather is coming back, thus females will start feeling less fresh
than usual.
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o 8PM is the timing when families usually get together (includes
female mothers and daughters) to prepare a meal while
watching television.