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An analysis of the print ad of Phone Pe


Product: Phone Pe
Placement: Full front page Ad on Times of India all edition on 25th March 2019
Tag line: The one app for all your needs
Purpose: The main purpose behind the advert is to generate more downloads of the app and let the population know about the features of the app i.e. just how secure, safe and easy it is to use the app
Visuals:
  1. Vector
  2. Grandfather and son where son is showing the app on his grandads’ phone
  3. Major colour used is the Purple colour of the product to highlight the significance of the app and make the consumer subconsciously attentive to the product
  4. Download link given so that consumers can easily download the app
  5. To build trust for net banking ‘Built on BHIM UPI’ mentioned to give the app a trust symbol that it is made with the norms of the Government

AIDCA analysis:
A for Attention
The advertisement grabs attention due to its placement as the front page full page ad of Times of India. Making it the first thing that the readers see when they hold the news paper. So that once the newspaper is held the first thing that the reader see is the advert. on Phone Pe.
I for Interest
The advertisement is about a mobile banking app that lets you do all kinds of transitions on one platform. The advert it self says so creating an interest in the readers mind on.
D for Desire
To fulfill the desire the advert in its visuals 'through the use of vectors and text' state that the app is safe and secure, has instant transfers: bank-to-bank, no wallet top up is required and further it has already been accepted by over 3 million merchants. All the more showcasing how user friendly and secure the app is.
C for Conviction
To show conviction the advert shows a child using the app on his grandad’s (played by Amir Khan) smartphone. The purpose behind this being to show how easy it is to use the app for all age groups.
A for Action
To call for action the advert states an incentive for users who download and use the app The incentive being that the users could win a trip to England and get to see India play. Since cricket is a huge attraction among the Indian population this is a neat way to attract more customers and achieve a bigger customer base.



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Location: Amravati, Maharashtra, India

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