Porna Advertising Plan

objectives

• Communicate the advantages of Rice bran oil
• Porna has not advertised in the recent past. create a buzz 
• Basket of products under the Porna brand need to be told
• Brand shift should help Porna increase the market share
• Lay a platform for future communication

core brand vs umbrella

plan

• We recommend a two pronged strategy
• Porna rice bran oil should be given the primary importance
• Other oils will be promoted as an add on in a separate ad
• Individual ads for these oils could be looked at when their sales demand
• umbrella ad would be an infomercial rather than a commercial 

PORNA RICE BRAN OIL

Rice bran oil/Oryzanol

• Controls Cholesterol. Blood pressure
• Anti - oxidant
• Helps Immunity
• Good for skin. Cure for Eczema
• Hormonal Balance. Menopause

SWOT OF PORNA

swot

• Strength : Proven health benefits. Used all over the world 
• Weakness :New product category in a sensitive purchase 
• Opportunity : Health is the new mantra. Healthy products are sought for 
• Threat : Lack of media presence. New products in the category 
• Result : Positives very much in favor of the brand 

Change !!!

How do We grow ?

• Only way to improve our volumes is to persuade people to shift 
• " Change to good life ( or healthy life) .Change to Porna rice bran oil"
• We should aggressively motivate people to change from their  
• present brand of oil to our oil
• Incentive, of course, would be good health

How do we change people

• One simple rule is to tell them to change.
• Give them reasons to change
• Ask them to try it once
• Get a brand ambassador to say our communique
• We recommend Meera jasmine as she works for both TN & Kerala

oh !

Oh !

• The teaser would have different women all saying " Oh !"
• The main TVC would have Meera  enter her friend's house
• Friend offers her green tea. Meera " Mm Green tea good !"
• Friend " Nangalum maruvom illa..koncham exercise niraya water.."
• Meera " aana onnu mattum maara matteenga !"

Oh !

• Friend asks " enna " 
• Meera " Most important unnoda Cooking oil " 
• Friend " edhukku ?  Ettana varushama ..."
• Meera " Adhe oil ..mmm adhula Oryzanol irukka ?"
• Friend " oryzanol ??!!"

Oh !

• Meera " Mm ..oryzanol irunda good cholestrol varum bad cholesterol pogum
• un skinnukku nalladu, hormones kku nalladu attanai antioxidant irukku"
• Friend " oh !"
• Meera " Oh Porna Rice bran oil adula irukku Oryzanol "
• Voice over : Porna Rice Bran Oil . Change to good health. Change to Porma r

Oh !

• Change to Good health. Change to Porna Rice Bran Oil
• Friend " Porna rice bran oil."
• Meera " Idhula irukku Oh "
• Pack shot 
• last freeze frame 

Change ad two

Change ad two

• This will be the follow up for the first ad with the friend 
• Now we will extend it to tackling a perfect stranger
• A lady in late thirties or early forties enters a super market 
• A Porna rice bran oil sales promo person approaches her 
• As he begins his talk lady cuts him and says 

Change ad two

• " Ennayum matta mudiyadu ennnayum matta mudiyadu "
• The lady moves on. Meera seeing this goes close to her and says
• " unga husband ungalukku pidikkkuma "
• Lady " En Koncham kullam aanalum paravalla " 
• Meera " illa porna rice bran oil cholesterol kuraikkum pressurekku nalladhu

Change ad two

• Lady mumbles something and moves on  
• Meera " ungalukku azaga irukkanunnu asa illiya ?"
• Lady " ippa enna"
• Meera " Porna rice bran oil skinnukku nalladu"
• Indha menopause problems illa adukkum 

Change ad two

• As the lady picks the pack from the salesman 
• Meera " Marittenga illa ?!!!"
• Lady smiles and does a gesture like thanking 
• finish with logo
• Meera " Porna rice bran oil. Idula irukku oh !"

make small changes

Follow up

• This will be a jingle route which persuades people to make small changes
• Like changing from video games to playing outside, Couch TV to walking 
• Changing from junk food to good food, lift to taking the stairs etc 
• add this to changing your cooking oil to welcome health into your life.
• Here we will extend the concept of " Change " but make it more holistic 

All brand ad

All brand ad

• This might become boring or tacky if we do the direct route
• So we decided to spice it up with humour
• A lady is buying in a grocery shop and asks the owner for rice
• Shop keeper " Paccharisiya puzhungallarisiya?"
• Lady replies. And asks for vellam.

All brand ad

• Sk" acchu vellama urundai vellama ?"
• Lady replies and asks for seeragam
• Sk" peruncheeragama karuncheeragama?"
• Lady now perplexed asks for oil and 
• quickly adds Porna oil

All brand ad

• Sk smiles and asks " Sunflower oila, gingelly oila, coconut oila rice bran 
• oila illa poojai oila ?"
• Lady absolutely shocked.
• finish with product shots and 
• logo

porna poojai oil

Poojai oil

• This is a totally different category with a divine product promise
• We want to use the famous sloka from Upanishad
• " Tamosoma jyothir gamaya " which means from darkness to light 
• A simple film with the above sloka sung or said with power 
• Finish with product shot 

Poojai oil

• om poorna matha poorna mitham poornath poorna
• udashyathe..poornasya poorna mathaya poorna mevo 
• vashishyathe...om shanthi shanthi shanthi
• a lamp can light thousand lights and still have its jyothi
• from upanishad