ADVERTISEMENT ANALYSIS

Chosen Product:
Aquafina
Chosen Ad:
Kehny ko tu ye sirf paani hy featuring Mahira and Fawad Khan
Advertising Mode: TVC

CONSUMER BEHAVIOR CONCEPTS

IMPERSONAL COMMUNICATION
Pepsi Co. as a company develops advertisements through its marketing departments,
advertising agencies and spokespersons. This advertisement in form of storytelling is one of the
practical examples of impersonal communication by the source (Pepsi Co.)
FORMAL SOURCES (CREDIBLE ENDORSERS)
Persuasive power of Celebrities as endorsers is used in this advertisement. They are
endorsing their brands through famous showbiz stars Fawad & Mahira Khan which increases the
interest of the people in the brand and proving quiet helpful in increasing sales of Aquafina. It
was a very good strategy of Aquafina to promote their product by showing the most popular
faces of that time during the days of drama Hamsafar.
PERCEPTUAL ORGANIZATION VIA GROUPING CONCEPT
Marketers use grouping to imply certain desired meanings in connection with their
product. Below are the different examples of grouping concept implied in this ad;

A mother is blessing the water leads to consumers feelings of love and affection for
mothers and also invoke religious associations.
Drinking water in cafeteria while eating Samosas focuses on friendships and relations.
A dare and bold step is also taken to associate water with Romance (scene where Fawad
is proposing to Mahira)

SATISFACTION OF CONSUMER NEEDS

Water is to fulfill the physiological need of thirst but this advertisement also showing
fulfillment of other needs as well. It is showing the fulfillment of Social needs (affection,
friendship and belonging) and Safety Needs (Health & Hygiene).
Also there is focus on the Achievement (One of the Trio Needs) where the child trying to stand
up and ultimately achieved her goal depicting that by drinking Acquafina you can achieve
anything.
FAMILY LIFE CYCLE STAGES
Aquafina is mass marketed so this ad depicts most of the family life cycle stages and it
also beautifully associated the use of different bottle sizes with respective family life cycle
stages.
Old Parents with Children Independent Single Married Couple with Children

Mother hugging the daughter (First Scene of the Ad / 1.5 L

Bottle is shown)
Hanging out with friends (Second Scene / Small Bottle)
Husband and Wife with child (Last Scene / 19 L bottle)

FIGURE AND GROUND

In this advertisement we are continuously seeing Acquafina bottle as figure with ground
of melodious singing, music, rain, food and other items.
In the scene where Fawad is proposing to Mahira and Aquafina bottle cap lock is used as ring
was the line that was separating the figure (Water) with Ground (Romantic Proposal) and that
ring is more part of the brand than it was part of the romance or balance of the both. Also raining
consists of water dropping from the sky onto the bottle also leads towards Acquafina being a
natural drinking water.
Other scenes of figure and ground include where child is trying to get up and Acquafina bottle is
shown on the water dispenser and where Mahira Khan studying and pouring water in the glass.
ASSOCIATED FEELINGS
The main concept behind the ad was the associated feelings of the main character with
the water which was told in a form of flashbacks and a beautiful story. Consumer developing
such feelings is an ultimate goal of a marketer because those feelings will never go away and it
was make the people lifetime consumers.

DEMOGRAPHICS & PSYCHOGRAPHICS SEGMENTS

This ad focuses all people seeking hygienic drinking water. It targets all age groups of middle
and upper class people by positioning the water that understands relationships, promises, love,
dreams and healthy lifestyle.
Advertisement is focused on Marital Status and family life cycle groupings of singles, married
couples and married couples with children. Education and Occupation is not much focused as
water does not have any direct relationship with these demographics.
Psychographics in this ad showed different lifestyles in which choice of water impacts the whole
family and household. Either young or old, single or married with children. In this ad Acquafina
is shown as facilitator in all good things happening in your life. It is bringing in front the sociocultural values and beliefs that impact your decision making choices. For example, Spicy food is
common in our region and religious affiliations are depicted as a stimulus in this ad which leads
towards selecting Acquafina as drinking water.
Ad also focuses on Acquafinas promise of Guaranteed Purity that is supported by all the
scenes in the ad because love & affections are pure emotional feelings.

TARGET MARKET
This Specific advertisement fits on the selected target market explained above. This ad
strategically included almost everything a good advertisement should include to target all the
audience by selecting the communication media (TVC) used by the targeted household members
who are the decision makers in the family (Parents and young adults). By showing childs first
walk and growth by drinking Aquafina, marketers convinced the target audience that this water
do many things and better for your child and familys health and hygiene. This ad also targeted
young adult who are shown drinking water in college/university cafeteria. Most of the Pakistani
population consists of youngsters so Acquafinas targeted segment will definitely help increase
the sales. Best things of the ad was linking romance with water, Acquafina marketers hit the nail
on the head. It all depends on the celebrities casted for the advertisement and in such a way they
targeted the housewives and awoke their feelings and interest associated with the Drama
Hamsafar.