MEDIA PLANNING

AND BUYING
COMMERCIAL BREAK ANALYSIS

BY-
AASTHA AGARWAL-54
DHRUV BEHRANI-
PRODUCT CATEGORY AND
CHOICE OF BRANDS:-

PAINTS

ASIAN
DULUX
PAINTS
ASIAN PAINTS
ULTIMA PROTEK
• Asian Paints has launched a campaign to
establish Ultima Protek as the gold standard in
protection for the exteriors of every home

• Conceptualised by Ogilvy India, the ad is directed

by Prasoon Pandey.

• The film portrays Ranbir Kapoor as an aspiring

politician

• KEY FEATURES OF THE AD: lamination led

protection is juxtaposed with a topic that evokes a
passionate interest among Indian consumers
politics

• TAREGET AUDIENCE: Indian homeowners,

primarily men
DULUX PAINTS
WEATHERSHEILD
POWERFLEXX
• The new DULUX TVC encapsulates the brand’s
ability to protect exteriors of a home from the
extreme furies of nature due to paint’s Double
Defence Technology

• Conceptualized and created by Taproot Dentsu

Communications

• The ad campaign/ TVC is episodic in nature with

Farhan Akhtar as the protagonist

• KEY FEATURES OF THE AD: The campaign shows a

house mounted on a trailer truck travelling
through various terrains of the country and
exposing itself to extreme rain, heat and dust

• TARGET AUDIENCE: Indian homeowners, primarily

men
ENTERTAINMENT
NEWS CHANNELS
CHANNELS

SONY ZEE
TV NEWS

ZEE TV INDIA TV
GENRE CHANNELS/SHO TIMINGS DAYS
WS

SONY TV: 8PM-9:30PM WEEKENDS

ENTERTAINMENT SUPER DANCER
CHANNELS: CHAPTER 3

REALITY SHOWS ZEE TV: 9PM-10:30PM WEEKENDS

SA RE GA MA PA
LIL CHAMPS
2019
INDIA TV: 3:30PM-4PM ALL DAYS
NEWS CHANNELS: SPECIAL REPORT

HEADLINES
ZEE NEWS: 11PM-11:30PM ALL DAYS
NEWS BULLETIN
ENTERTAINMENT
CHANNELS
SONY TV
ZEE TV
ANALYSIS OF ASIAN PAINTS:
SONY TV ZEE TV
(Super dancer chapter 3) 8pm-9:30pm (Sa re ga ma pa lil champs) 9pm-10:30pm
Duration 10 seconds 10 seconds
and Placed during the first and fourth ad break Placed during the second ad break
placement These slots of ad breaks grab the maximum This slot of ad breaks grab comparatively
attention. lesser attention
of the ad:
Choice of Yes, the choice of channel is definitely working as the The choice of channel is definitely working as
channel and major part of the viewers of Sony TV are Indian the major part of the viewers of ZEE TV are
show families that own houses. Indian families that own houses.
(is it
Choice of show can slightly go wrong as during this The show choice is also correct as most of
working?) time of the day, the female members of the family the Indian families watch the reality shows
are generally busy preparing the dinner, thereby together during this time, primarily males.
losing on an important portion of its target audience.

Talking to The political and election theme of the ad talks well
the TG to the TG and is interesting to watch due to its
connect with the present political scenario in the
country.
Although, keeping a household touch to the ad would
have worked better due to the kind of viewers of the
channel.
The political and election theme of the ad
talks well to the TG and is interesting to
watch due to its connect with the present
political scenario in the country.
Although, keeping a household touch to the
ad would have worked better due to the kind
of viewers of the channel.
ANALYSIS OF DULUX PAINTS:
SONY TV ZEE TV
(Super dancer chapter 3) 8pm-9:30pm (Sa re ga ma pa lil champs) 9pm-
10:30pm
Duration 10 seconds No ads of the concerned
and Placed during the first and third ad break. brand aired.
placement
of the ad:
Choice of The choice of channel is working. The major part of the
channel and viewers of Sony TV are Indian families that own houses.
show
(is it Choice of show is also correct as the ad is very
working?) informative, demanding the attention of primarily males
of the house.

Talking to The ad is majorly informative. Absence of a quirky , fancy

the TG theme makes it less appealing to the females of the
households, yet catering effectively to the males.
NEWS CHANNELS
INDIA TV
ZEE NEWS
ANALYSIS OF ASIAN PAINTS:
INDIA TV: ZEE NEWS:
SPECIAL REPORT (3:30pm-4pm) NEWS BULLETIN (11pm-11:30pm)
Duration 10 seconds 10 seconds
and Placed during the first ad break. Placed during the first ad break
placement This slot grabs the maximum attention. This slot grabs the maximum attention.
of the ad:
Choice of Yes, the choice of channel is definitely working as the The choice of channel is definitely working as
channel and major part of the viewers of India TV are men, the the major part of the viewers of ZEE NEWS
show primary TG of the ad. are men, the primary TG of the ad.
(is it
Choice of show might not work on weekdays, as the The show choice is also correct as most of
working?) primary TG of the ad are at work, not watching the TV the men majorly watch news during this time.
during the time. On weekends, it works.
Although, for women who watch news channels the
ad works on both weekdays and weekends
Talking to The political and election theme of the ad talks well The political and election theme of the ad
the TG to the TG and is interesting to watch due to its talks well to the TG and is interesting to
connect with the present political scenario in the watch due to its connect with the present
country. political scenario in the country.
Although as far as weekdays are concerned, keeping And the viewers of news channels generally
a household touch to the ad would have worked have keen interests in politics.
better due to the kind of viewers of the show.
ANALYSIS OF DULUX PAINTS:
INDIA TV: ZEE NEWS:
SPECIAL REPORT (3:30pm-4pm) NEWS BULLETIN (11pm-11:30pm)
Duration and 10 seconds 10 seconds
placement Placed during the third ad break. Placed during the first ad break.
of the ad: This slot grabs comparatively lesser attention due to This slot grabs the maximum attention of the
the loss of interest among the audience towards the viewers.
end.
Choice of The choice of channel is working as the major The choice of channel is definitely working as the
channel and viewers of India TV are men. major part of the viewers of ZEE NEWS are men,
show the primary TG of the ad.
Choice of show might not work on weekdays, as the
(is it
primary TG of the ad are at work, not watching the TV The show choice is also correct as most of the
working?) during the time. On weekends, it works. Although, for men majorly watch news during this time.
women who watch news channels the ad works on
both weekdays and weekends

Talking to The ad is majorly informative catering effectively to The ad is majorly informative catering effectively
the TG the primary target audience males but that is only on to the primary target audience males.
weekends when the males are available to view the
channel.
Although might not work on weekdays when the
viewers are women who watch news.