A Playbook to create Great Communication for Lakme
Lakme advertises its brand across skin and colour cosmetics. There are several ads that are rolled out, each serving a specific objective (of building awareness, introducing a new product, driving penetration etc.). However, various elements are working/not working across the ads.
Through consumer workshops, we helped decode a consumer’s understanding of the storyline, protagonists, problem-solution context, benefits, RTB and mnemonics, and language. Our analysis incorporated competition ads and unravelled several red flags for the brand that needed to be corrected.