FASHION JOURNALISM

FASHION JOURNALISM SUBMITTED BY:PREETI B KARIA (PGDFDBM2019) SUBMITTED TO : MS.NIVEDITHA

CONTENT ASSIGNMENTS APPOINTED

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Learn Aid -Lemonade

RESCUE OF THE INDONASIAN REEFS

Favourite Chilhood Memory

NEWSPAPER ARTICLE PREPARED FROM A VIDEO FEATURE

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04

FUTURE OF FASHION Magazine Article

BRITISH AIRWAYS RADIO BRADCAST

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06

RAVAN THE VIL-AN.

REVIEW OF MAXI RELOADED EYE SHADOW PALETTE

List of PR Events and PR kit

Broadcast Script and Poster

Blog Post on review of fashion Product

CHILDHOOD MEMORY. OVERVIEW- A FAVOURITE CHILDHOOD MEMORY WAS SUPPOSED TO BE CHOSEN AND WAS SUPPOSED TO BE PENNED DOWN IN ANECDOTAL FORMAT

LEARN- AID, LEMONADE A lot of people seem to have their favorite childhood memory during the summers as the children are free from school, are free from the little responsibilities, and have been given the freedom throughout the whole day to play and explore and I believe these were also the reasons why we slightly grew taller physically and mentally. Well, my summer childhood memories take place in similar silhouettes.

It had just been a year since I moved to my new house and I was very excited to live here as the environment and people around us very totally different. I was at an awkward age where I was outgoing to make friends but didn’t even stop myself for things to happen naturally as I didn’t want to feel out. Hence I made friends with a few girls that I saw and was always intrigued to see what they were up to on the road that had many trees, 2 mango trees in particular. Luckily I was being introduced to them under the same Mango trees by a kind neighbor and me so happy that I met them to this date as they are still one of my closest friends up to date.

One day we just happened to discuss different activities that kids abroad got to do that we cannot and happened to speak about a Lemonade stand. We wondered if it was possible for us to do this and thought this seemed to be good for us to kill our boredom, but our cooking skills to the test and also help passersby at the same time. We initially took permission from all our parents and bought so many lemons and sugar from Manju aunty who owns a local grocery store at the corner of our lanes realizing that 3kgs of sugar and 40 lemons did cost a lot of money.

All of the girls along with our little mischievous little brother started to make the Lemonade at my place with the supervision of my mom. She laughed at the little boys struggling to carry the large vessel of water and spilling almost 1/4th it and looking back I think it was cute too, to see the boys even to prove at such small age that being strong is important for a boy and wondering how these concepts are ingrained in us from such a small age. After all the ingredients to be honest we did mess up the taste but my mom came to the rescue and saved the day by making the Lemonade taste better. We then went ahead and made a huge poster for Lemonade stand like we saw on the Disney channels and attached it to the pole below our house started selling the Lemonade at Rs.10 for the people walking on the street under the hot sun. The customers were so happy and excited to see little kids like us taking an initiative and I guess buying the Lemonade out of pity instead of actually wanting it. We were able to sell all of it in two hours and left with dripping sweat and hard-earned money we made by selling the lemonade. It was indeed a very eventful day were learned so many concepts like unity, finance, marketing skills with the help of our cute puppy faces or yelling “Lemonade Lelo, Das Rupe Me Lelo” and last but not least a lot of sugar in the form of loved and bond being not so bad when a lot of water or should we say people are involved.

Indeed this day was one of the most eventful and cherished days of life and I do urge the parents of today to encourage their children to try this during summers.

NEWSPAPER ARTICLE. OVERVIEW- A REPORTED NEWS IN THE VIDEO WAS BEING PRESENTED TO BE DRAFTED IN TERMS OF NEWSPAPER ARTICLE

RESCUE OF THE INDONESIAN REEFS

As humans have been manhandling nature it has only affected in depreciation of mother earth in all forms but many volunteers in collaborations with local groups, conservation organizations have now restored coral reefs of 40,000 sq m in Indonesia through a restoration project.

Coral cover reefs have now been increased from 5% to 55% with the help of this project. This is being done with the help of reef frames or reef stars are hexagonal steel structures are binded together and are placed on the seabed and corals are being attached to them leading to rapid growth and recovery of the coral reefs. This project aims to regenerate about 1,85,000 sq m of coral reefs by the year 2029 which is being delivered by The Nature Conservancy and if financially supported by a brand named ‘Sheba’ that manufactures pet food using fish as their core ingredients.

Another added factor to this project is that it is carried by different members and volunteers of various societies, communities and NGO’s and local citizens making it a special one. A lot businesses especially businesses that is heavily dependent on fish and marine resources have also brought it upon themselves to follow regulations that don’t have ill effects on the ocean and also invested in initiatives and projects that help in restoring and maintaining the ocean’s floral and fauna.

MAGAZINE ARTICLE. OVERVIEW- A CONCEPT BASED ON FUTURE OF FASHION TO BE CHOSEN AND A MGZINE ARTICLE TO BE DRAFTED.

INNUMERABLE MER ABLE

FASHION WITH

PEICES

“Buy less choose well”. A mantra that everyone should start adapting to sooner than later. The definition of fashion has changed over the year but from the last couple of years, the definition is strongly being dominated by fast fashion. In my belief fast fashion has only benefited the big brands and has more ill effects as it leads to carbon footprint, fall in the quality of products, increases water consumption and pollution, unfair labour practices, etc Well, there are many solutions to avoid fast fashion but for it to be effective it has to be formulated by the industry, the government, major fashion, and especially the consumers.

I believe we as individuals make efforts to reduce the ill impacts of fashion on earth like buying consciously, invest in good quality fabrics for it to sustain, maintain a capsule wardrobe etc.

Speaking of capsule wardrobe it is one concept that I wanted to inculcate because being fashion design student I feel responsible to make the industry better in whatever possible way I can. To be honest, this was a very difficult process, starting off with reducing the number of the products within the wardrobe, being content with the limited products, and being able to utilize everything to its maximum.

To have a better understanding of what a capsule wardrobe we go back to history to know where it originally emerged from.

The term ‘Capsule Wardrobe’ was originally being given by a wardrobe consultant and author Susie Faux in the year 1970 because of her frustration with the lack of well-made clothing.

But it never was picked up by the masses. But during the year 1985 designer, Donna Karan decided to launch the first capsule collection is called ”Seven Easy Pieces” which brought light to the concept.

While making a capsule wardrobe I categorized the clothing based on different occasions and seasons as well. Based on my lifestyle the three basic looks that I was majorly looking for are casual wear, formal wear, and party wear. Hence I also chose products that can be paired multiple times with either two products paired together or even three of them paired together so that they can be used to their maximum potential.

The end product finally boiled down to 10 products that include a Pair of Blue Denims which is a must-have in everyone’s closet since it can be paired with almost anything and great for daily life and especially a student like me and these especially have to be of a great fit to anyone who is opting for this option, Formal Black pants are important as well since I pain pair it formal wear and also make use of it while I got college as it creates a very classy look when paired with a lot of top options. Next comes the LBD also famously known as the little Black dress as it a versatile piece and can be worn on a lot of occasions, is timeless, and can also be converted from a day look to a night look as well if aided with a cropped jacket and a shift from shoes to heels.

Tops are something that needs to be invested in because unlike the pants if you repeat them many times, people are definitely going to notice. For the same reason, I have also added 3 kinds of versatile tops that I think can be used in copious ways: one is the plain white ribbed T-shirt is again something classic and

I swear by it as I can dress it up or dress it down with the help of shoes, accessories and a jacket. A red top that adds a little colour to the rest of the pieces and I chose this top as it is a piece that can be worn as formal wear and casual wear. The last top that is being added is a formal shirt since it cannot be substituted for anything else and particularly this one has added a little print to the capsule wardrobe. A denim jacket was being added with a sight based on weather and I also feel it adds layering with an outfit also makes and individual look more put together.

Shoes and Accessories for me are the most important part of a look for me sometimes even more than the clothes since they can very easily make or break your outfit.

Also out of personal opinion clothing from a thrifted store can be perceived to be luxurious but not the same with shoes and accessories unless they are timeless pieces hence it is important to invest in them too as the time span would be longer.

For this capsule wardrobe, I have chosen Nude heels, Black ballerinas, Nude Heels for shoes, and Gold hoops for the accessory since they go with all the clothing items of the capsule wardrobe.

While I tried this trending topic of Capsule wardrobe here are a few pros and cons that I noticed carrying it out as a lifestyle. The pros of it include being able to save time while decision-making in what to wear. Usually, while options are endless it is more time taking to be able to decide what combination of clothes will suit which occasion of the day but adopting the concept of Capsule Wardrobe the time has reduced to almost by 1/6 as the options have also be reduced by the same. Having limited clothes helps maintain the aesthetic and style that defines my personality

Previously every outfit bought out a different personality of me always leads to confusion as to what my style was. But now it is more streamlined and systematic. Money saved is money earned! With a vision of maintaining a closet that is limited but put use to its maximum potential it helps make choices while shopping and this logic automatically cut down a lot of options leading to a lot of money being saved.

The Cons of this concept are thatsometimes the collection becomes very repetitive and I often feel the need to try out something new other than the clothes that are already present.

Being an Indian we do sometimes have more occasions that demand different traditional clothes that might not fit into the concept of the capsule wardrobe.

Laundry needs to be done more often as you tend to wear them very often.

While I think there is no one way of practicing a capsule wardrobe but I highly recommend every individual to at least try this concept for a month if not do it permanently to see if it works for them as it is very important for us to change now because the mother earth has warned us enough about the irreversible actions and for us to change them.

BROADCAST SCRIPT AND POSTER. OVERVIEW- A BRAND CHOSEN IS BEING ANALYED AND A BRADCAST SCRIPT IN THE FORM OF TV OR RADIO AD ALONG WITH A POSTER TO BE MADE

BROAD SCRIPT AND POSTER AGENCY- All advertisisng

WRITER- ABC

CLIENT- British Airways

PRODUCER-ABC

PROJECT-Radio Spot

MEDIUM- Radio

TITLE-Brtish Airways reopening

Sound of Airplane whooshing

Are you student or traveller? Whether is for education or for exploring or getting back to your loved ones, we know travel is your first priority right now. Choose British airways to fly to your favourite destinations at discounted rates starting from the 1st of July 2021. Pre book your tickets receive rewards as well. We at Britain Airways strive to provide you a smooth, hassle free travel with all the safety measures being our priority.

To Fly. To Serve safe.

Fly with us at British Airways!

Fly the British way with

Book your tickets before the 1st July 2021 to avail discounts!

To Fly. To Serve safe.

Public Relations.

OVERVIEW- A VILLAN TO BE CHOSEN AND A PR CAMPAIGN TO BE DRAFTED

RAV-AN THE VIL-AN. PR EVETS 1) RAVAN ACADEMY OF TRAINING Ravan is very well known for having great knowledge not only scientific but artistic as well.

Hence Ravan if lived in this era would open up an Institute to called Ravan Academy training that would teach students from all around the world subjects as the following and an educational trip to Sri Lanka: Leadership skills- Ravan was known for having great leadership skills which led him to be the king of Sri Lanka and to also to build an amazing Kingdom which had great architecture and civilization. Hence leadership skills planning and management would be taught to the students by Ravan himself.

Yoga- Powerful yoga and concentration led to Ravan praying to Shiva and receiving supernatural powers. This quality of Ravan would be used to attract 300 million people who practice yoga.

Knowledge of the Vedas (Library) - Knowledge of the Vedas is an area of education that is dying. Hence this kind of knowledge can be persuaded by the government too.

Aircraft Construction and Flying- Sita was being kidnapped on a Vahana - a traditional aircraft which was being made and driven by Ravan.

Hence Ravan would train his students not only to make an aircraft but also how to ride them and provide certification for the same.

Medicine-With the tremendous knowledge that he possesses he was compelled by his wife to make a medicine for their unwell son. This knowledge would help contribute to making medicines/ better vaccines for the coronaVirus.

2) MENTAL HEALTH AWARENESS CAMPAIGN Having short temper and ego issues led to Ravan’s end and we believe having 10 heads contributed to more of this. A mental health awareness campaign would be launched to help people facing similar issues would be assisted in becoming better human beings.

3) WOMEN’S SAFETY AWARENESS As Ravan was criticized for 3 different occasions where he was unfair to Sita, his wife and his Sister Surpanakha he would be conducting safety drives for women and would also aid the police in rescue missions of citizens majorly women since there are many such cases in India and would majorly use his fit and flying skill to help solve them.

4) ANTI-POLLUTION DRIVE Virtual Burning of his statue and development of Sri Lanka During Dussehra every year people burn statues of Ravan that create a lot of pollution. In order to reduce the pollution causing event, a portal would be opened wherein people would be encouraged to switch to virtual burning of Ravan and every time they would contribute by entering this event the money would be considered as charity and would be given help in the development of Sri Lanka as it was being burned by Hanuman and Sri Lanka is also facing the worst year in terms of beach pollution, hence these funds would be helpful to cure that as well.

RS.200 DONATED

Patent distribution of Vahanas Since Ravan would help students to make their own Vahanas Ravan would also encourage using vehicles that consume less or no vehicles that contribute to Pollution and distribute Vahanas. Ravan could also start an airline called “RAVAHANA” that provides flying services in airplanes that use no non-renewable resources causing no pollution and would get these patented as well.

5) HEAD GEAR BRAND RA1:10 AMBASSADORS In order to promote fashion and the culture of India he would also launch an Indo-western Head gear brand called RA1:10 and be the brand ambassador himself.

6) INSTAGRAM MEME PAGE AND A COMIC BOOK Ravan seems to have an image of a bad, evil and scary individual and unseen the good intentions behind his actions. Hence for him to befriend citizens and especially kids of this generation where in an Instagram page would be made open to make memes of Mr. Ravan and personally being posted by him.

Collaboration with Tinkle will also be done in order to rewrite stories of Ravan creating a friendly image of him and introduce him as a good mythological character for the generations to come.

PRESS RELEASE FOR IMMEDIATE RELEASE Date: 29th May 2021

Contact: Preeti Karia Phone No: +91 7353999997 preetikaria97@gmail.com

“Ravan Academy of training” launched by Mr. Ravan to spread ancient education in Modern times!

“Knowledge rests upon truth alone, but on error also!”

Ravan has come back to life and is now ready to do the best he can for society and to only do good, as he now replenishes his past. Ravan is now organizing an institute called “Ravan Academy of training” for students from all over the world to teach skills that have never been thought before by any other institute.

This academy is going to be launched in Sri Lanka on the 1st July 2021 and is inviting all students to apply for the same as the admission process closes on the 31st July 2021 admissing 200 students per year. This prestigious institute would include subjects like Aircraft Construction and Flying, Knowledge of the Vedas yoga, Leadership skills, Medicine and Science. These subjects would be personally thought by Mr. Ravan and would consist of 8 terms over 2 years.

Few of the guest lecturers would also be conducted by Mr. Ram, Mrs. Sita, and Mr Hanuman,. The campus would be at the Kingdom of Ravan along with the residents of the Kingdom providing an overall on field experience and training A trek to Mountain Sanjeevani, Uttarakhand Himalayas, India would also be carried out to understand medicinal herbs and its properties with the help of the Vahanas made by the students themselves learned and perfected with help of the training programme.

Request all interested individuals to apply at the latest and application forms being available at ravanacademyoftraining@gmail.com. All measures of safety precautions will be taken. Let us spread education and not the coronaVirus.

EVENT SCHEDULE

AUGUST 13TH 2021

Instagram meme page and a comic book

AUGUST 1-12TH 2021

Women’s safety awareness

DATE

NAME OF THE EVENT

LOACTION

REASON

Would be conducted at the capitals Sri Lanka (Yodha hall) and India (Jio Gardens) where in Ravan would be speaking to pledge not just to stop conducting crimes and injustice against women but would also conduct safety awareness drives for women against crimes. He would also volunteer with the police in order to solve crimes against women with the supernatural power he possesses.

Ravan was criticized for 3 different occasions where he was unfair to Sita, his wife and his Sister Surpanakha.

Hence in order to correct these mistakes Ravan chose to have Women’s safety awareness.

Launch of the meme page would take place on Instagram and launch of the Tinkle Comic Book with stories of Ravan in it would be launched at The National Library of India, Kolkata.

All the citizens in India and in Sri Lanka have a bad perceived notion about Ravan and think of him as a bad, evil and scary individual and unseen the good intentions behind his actions. Hence for him to befriend citizens and especially kids of this generation these steps have been taken

AUGUST 14TH 2021

Launch of Head gear brand Ra1:10

Anti pollution drive

This would be an online store where in Indowestern head gears and accessories would be sold.

The brand ambassador for this brand would be Ravan.

AUGUST 15-18TH 2021

This drive is being divided in two different events: i) Patent distribution of Vahanas and Airlines brand called “RA-VAHANA” that provides flying services in Vahanas. This would take place in Sri Lanka encouraging and growth of job opportunities, economic conditions and tourism.

ii) Virtual burning of Ravan could take place on an Online Portal that could be accessible to individuals all around the world and funds raised would be used to develop Sri Lanka and clean the beaches of Sri Lanka.

This is being done because Ravan is known to have 10 heads hence a shoot that has different accessories and head gears would attract a lot of people to buy the products.

i) Patent distribution of Vahanas and Airlines brandSince Ravan Knows how to build and fly Vahanas he would encourage using these Vahanas as their contribution to pollution is nil and these can be patented and distributed to manufactures. Also an airplane company would be launched in the name of “RA-VAHANA” that provides flying services in Vahanas. ii) During Dussehra burn statues of Ravan that create a lot of pollution.

In order to reduce the pollution causing event a portal would opened wherein people would be encouraged to switch to virtual burning of Ravan and every time they would contribute by entering this event the money would be considered as charity and would be given help in development of Sri Lanka as it was being burned by

hanuman and Sri Lanka is also facing the worst year in terms of beach pollution, hence these funds would be helpful to cure that as well.

AUGUST 19TH 2021

Mental health awareness campaign

This would be conducted in the capitals of Sri Lanka and India since it consists of the largest number of teens and young adults who go through mental issues like depression, ego issues and anxiety

Ravan Academy of training would be held at the capital of Sri Lanka Sri Jayawardenepura Kotte and the on field training at Sanjeevani is located in Uttarakhand , Himalayas, India.

Launch of the “Ravan academy of training”

Having short temper and ego issues led to Ravan’s end and we believe having 10 heads contributed to more of this. A mental health awareness campaign would be launched to help people facing similar issues would be assisted in becoming better human beings.

AUGUST 1ST 2021

Ravan is known for having great knowledge of science and craft and that’s why is known to be very strong and hence was king of Sri Lanka. A lot of people also worship him as a deity as well.

Subjects as Aircraft Construction and Flying, Knowledge of the Vedas yoga, Leadership skills, Medicine and Science.

These subjects would be personally taught by Mr. Ravan and would consist of 8 terms over 2 years.

Few of the guest lecturers would also be conducted

by Mr. Ram teaching value system and Archery, Mrs. Sita teaching soft skills, Mr Hanuman teaching physical strength.

MEDIA KIT This Media kit consists of a Tinkle Book that portrays a good Image of Ravan and also ould help in marketing the collaboration with Tinkle. The media kit also has a pen depicting 10 heads of Ravana and each section consists of different colors. A device that consists of both a perfume and a pepper spray that helps people protect themselves especially women as a part of the women's safety drive.

perfume

pepper spray

Blog post.

OVERVIEW- PRODUCT REVIEW TO BE DRAFTED BASED ON PERSONEL EXPERIENCES

PRODUCT REVIEW OF EYE SHADOW PALTTER- MAXI RELOADED

As you grow older especially early twenties girls do get insecure about fitting in or for few people it's about being insecure about their skin where Makeup plays a very important role in both aspects.

Speaking about age and makeup I have a story along with a review of a product today!

Last year was a tough one but just for a little while during October

I thought it was going to be fine since the lockdown was lifted I eagerly awaited to celebrate my birthday and also probably going out more often than before the pandemic as I realized time is precious and I didn’t make much of it as I was supposed however this joy was short-lived as you may have noticed. Since I believed I saved a lot of money since we were caught

up at home, I treated myself by buying and tangible products to make myself happy for my birthday. Hence this led to me buying the “Maxi Reloaded Palette” from Makeup Revolution.This experience for me was a bittersweet one as one of the shades was broken and I wasn’t able to return it as well as the Nykaa team was very slow in responding back and if I wanted to use it for my birthday I couldn’t get it exchanged as it was in 2 days hence for it to be returned and receive another piece was impossible. Eventually, I chose to just manage with what I had but my excitement was on the roof since this my first expensive makeup purchase. This eye palette consists of 45 shades of eye shadows that include both matte and shimmer colors which were something that I was definitely looking for in a palette.

The pigment consistency of the eye shadow seems to be good but could have been darker based on my previous experiences. In order to bring more pigmentation to the eye a base layer of concealer can be applied on the top of the eye or as a cut crease that will help the colors pop more. The color also leaves out a little residue hence a tap of the brush before the application can definitely help a clean apply. Colors do remain intact for about 6-7 hours which for me is doable but stays on for about 9-10 hours if applied with the concealer as mentioned before which and these results are quite expected and appreciated from a brand like Makeup Revolution.

Last but not least the price of this product is Rs.2500 which very expensive for a student like me but was justified for the number of shades provided. On research, I found out the MRP of the product is Rs.2500 but was available for Rs.2250 on another website called HOK makeup, and on the main website of the brand that is situated abroad, it costs $14 dollars which is almost half the MRP in India which led me to wonder that where does the rest balance of Rs.1500 go other than service charges to sites like Nykaa, packaging and for shipping.

A few suggestions after the using the product I would like to this say this and to be communicated the brand that a mirror and could be provided attached to the palette since its space can be compensated for the top lid and would make it a favorable product to carry while traveling too. An eye shadow brush could have been added as well which would probably make it viable for the price being paid. They're definitely better products for the same price but for a onein-a-lifetime purchase and investment this palette does do a fair job.

LEARNING OUTCOMES

Learning Outcomes of this module are to analyze different formats of journalism and how each form has its own way of interpreting and demand a certain method of reading and positioning of the content too. It has also helped in better understanding and a learn to perceive it in the form of literature. It also does help in the better accumulation of thoughts and to pen them down as well.

Fashion though is an art that is mostly in the form of visual format it is very important for it to be expressed as well, not just in the form of speech but in the form of text as well because it also has to be communicated and expressed to people who prefer various other platforms and text is one of the major media formats regardless print and digital. The form of journalism will always progress in parallel with the fashion industry in the future as well.

PRESENTED BY: ABC AGENCY abc@gmail.com

Ph No: 2343567898

ADDITIONAL ASSIGNMENTS

VINTAGE WITH A LITTLE MIU MIU Thrift stores is always a concept that excites me but is also a concept that I would love to try as an option from my bucket lists but not more than often as in India we have a preconceived notion about it which has influenced me to also not experiment with it. But I recently was watching the fashion show by Valentino and its collaboration with Levis Spring/Summer 2021, a thought to myself that even¬ if I had the access to buy vintage at thrift stores that added value to itself both monetarily and subjectively I would be fond of it and also might actually turn into a guilty pleasure which would affect my parents immensely than me cause of its maintenance.

Bollywood dialogue’s are true sometimes you know that if you really do wish for something the universe will come together to help you achieve it, there I get to hear a few days ago that a household Denim brand like Levis is collaborating with Miu Miu in order to up¬¬cycle the 501 jeans that were sold from the 1980s-1990s and I could actually notice of the essence Miu Miu through of floral embellishments and pink-colored gems across the back and front pockets. The same theme was continued on the trucker jacket, which boasts contrast detailing on the shoulders and puffed sleeves. There also pictures of model Emma Corrin, Lila Moss and Georgia Palmer wearing bold red, silver, and black motifs that take over the vintage pieces and actually brought them to my notice.

As a person who wanted to consider thrifting at some point this purchase would be a dream. Also considering personal style an individual who loves being feminine but also bold and comfortable this initiative of a collection based on upcycling by Miu Miu and seems to be perfect for me. I get to have something vintage as well as Luxurious at the same and maybe have greater value after years since it would be considered as “vintage from the vintage”. ¬

SITUATION ANALYSIS OUTLINE https://www.youtube.com/watch?v=ZFb01yTR9bA

I)EXCECUTIVE SUMMARY The advertisement is being released by British Airways and it starts with an Airhostess having butterflies of excitement and nervousness as she was being posted to fly to India for the first. She goes onto express that India has so many languages and cultures which also gives her another reason to fly and explore with the opportunity given to her by the nature of her job. During a flight she sees an old aged woman travelling alone struggling to try her seatbelt and the air hostess immediately helps her to fix it. After a while the grandmother feeling cold due to the temperature in the flight puts on her socks which but is offered to help again by the air hostess and while this the grandmother notices a loose pin on the hostess and fixes it creasing her head and also gesturing giving her blessings for services which bought a smile on both their faces as they both connected even without speaking.

After few minutes in the memories of her son the Grandmom tends to sheds tear and which concerns the hostess and convinces that her that she has a family back home and she should look forward to meeting them. Though there was a difference in the language they both connected emotionally which beautiful to look at as the viewers empathize with both of them. While getting off the flight it seen that the grandmom being delighted wants to return the favor of hospitality and care provided by the hostess invites her to her home. The next day it is seen that she goes to the grandmom’s house and is being treated with so much by food, love, and delight by not only her but the family as well. This makes her feel overwhelmed while she received a gift from the grandmom while leaving. Ever since she has loved flying to India for work and cherishes all memories that she has with her passengers and believes it’s an absolute delight to work alongside Indian passengers.

This advertisement was being launched on YouTube to be able to connect to the target market in India. The concept of using emotions and hospitality was being chosen and Indians as highly emotionally driven and probably would be able to connect to the ad most converting them to trust and airline and choose to fly with British Airways.

II) SWOT ANALYSIS STRENGTHS ·MARKET LEADERSHIP IN THE UK BA seems to own 58% of the market in the airline industry in the UK. This has led to many consumers all over the world being able to trust the airline and actually convert into consumers. This benefit has also led to expansion and to be able to penetrate into the Indian Airlines industry.

·STRONG BRAND IMAGE AND CUSTOMER LOYALTY This airline has a long history has been persistent since a long time and hence seems to have a very strong brand recognition around the world. They have around 30 years of customer experience which also leads to customer loyalty. ·ECONOMIES OF SCALE British airline travels to more than 400 destinations around world and the parent company named International Airline Group (IAG) owns three other airline companies as well. With a large portfolio of the parent company it leads the brand to earn high number profits which helps reinforce with new advanced aircraft and also help provide personalized services to their customers. ·OWNS ITS OWN ENGINEERING BRANCH TO MAINTAIN AIRCRAFT FLEET BA has its own engineering branch to administer its fleet and have line management over 70 different airports around the world. It also has its own maintenance stations in Heathrow and Gatwick air port as well.

WEAKNESS ·LOW RETURN ON INVESTED CAPITAL British airline has very low profit margin on the invested capital. Taking into high cyclic nature of the airline industry this might lead to the disruption of the airline or downsizing. ·INEFFICIENCY IN STATEGIC PLANNING FOR EXPANSION British airlines does have presence all around the world but still is inefficient in being profitable in countries like India and China. It lacks the ability to come up with strategies to pursue globalization in an unpredictable environment. ·FEW LARGE JETS It has a very few large jets in terms of the demand. The travel industry has been growing and the demand of these larger flight also increases per year. This demand is not being met by the airline to be able to accommodate the large demand.

OPPURTUNITIES ·OPEN SKIES AND DEREGULATION The open skies agreement has led to the governments less involvement and control in terms of passengers, air cargo and airline regulation. This is a great opportunity for the airline to be able to cut costs, earn more profit and work into untapped opportunities. ·INTERNATIONAL MARKET EXPAND With new destinations opening up and globalization it has led to people to explore around the world which leads to a better market and larger market foe the brand to tap into and explore its capacity and one of the top airline brands around the world. ·SMALL PLAYERS IN EXPAND Since the brand is large player in the industry its performance is overwhelming to the smaller airline and hence reduces competition. And this airline is also being supported from the British

government and hence boosts their performance discouraging other companies.

THREATS • COMPITION IN THE MARKET There is always heavy competition in the airline industry and with added benefits provided to the consumers such as discounted fares and rewards the competition has become even more challenging for it to be profitable. With the open air agreement as well has encouraged to companies to expand adding more pressure for BA. • ECONOMY SLOWED DOWN With the current pandemic situation has led to a very huge loss since there were only losses and no generation of profits for the airline. Covid 19 has also led to the downfall in the economy which would reduce the spending power causing losses for the airline industry.

• DEVELPOMENT OF OTHER TRANSPORTATION With the growth and advancement in technology and infrastructure it has led to other transportations like metros, buses and trains in countries like China and Japan. The development of these transportation alternatives can have an impact on the airline industry.

• EMPLOYEE STRIKES A few years ago pilots of this Airway had gone under strike dues to unfair remuneration leading for the airline to come on a stand still for a while. This led to huge losses and also caused for the people to have a bad reputation for the brand.

• TERRORIST ATTACKS AND CLIMATIC CHANGES Terrorist breaching security and hijacking planes can cause fear in the minds of customer leading to loss of clients. Sudden climatic changes and accidents due to bad weather also leads to people avoiding flights.

III) SITUATION ANALYSIS a) Client and Product • The brand British Airways was being created in the year 1974 by the government to regulate two nationalized airline companies called British Overseas Airways Corporation and British European Airways and two regional airlines, Cambrian Airways and Northeast Airlines.

• The clients in this particular advertisement are the Indian customers like British airways to try to approach them for their service. British Airways provide is an airline company and provides flying services all around the world from centrally-located airports.

• The service category of this advertisement is flying services for Indian customers.

• A per this advertisement British Airways try not only to provide a flying experience but also to provide their customers comfort and make the flying experience more sensitized with the help of their staff members. a) Target Audience ·The target audience is specifically Indian customers and aims at the age group 30- 40 and above but particularly for this advertisement was adults that were retired.

• The target audience for the company are called balancers as they like to balance between career and family. They also aim at audience that belong to an audience who belong to upper middle class and upper class as these groups are the only ones to be able to afford tickets of British Airways. c) Product Benefits • British airways is preferred over other airlines as they are excellent in terms of comfort, they also provide their loyalty program and their customer service. They have a frequent flyer programme too that helps customers get points and receive discounts on their tickets. d) Current Brand Image • British Airways is known to be the number one British airline.

• The Indian customers favour this airline as they have over 200 destinations to fly and the services provided by them are at times customized to the Indian audiences.

• They also gave the flexibility to their customers to change and rebook travel that helped them a lot during this pandemic where it was important to move to different destinations.

• The brand is also known for providing the best comfort that is also being portrayed in the ad as well. e) Desired Brand Image • The brand aims at providing premium services and affordable prices to the Indian customers.

• The Indian customers might prefer to make certain services especially for the Indian audiences. They might expect service like customized menu as their food habits are different from the world. They also usually also prefer to fly with family and might expect the airline certain services to accommodate them too.

• Since people fly from all over Indian they do expect to arrange flight from major of the cities which isn’t available right now since they are only set up form the metropolitan cities. f) Direct Competition and Brand Image • The direct competition of British Airline in India is Indigo airline and Air India airline since the fares are cheaper.

• They also prefer Indian airlines since they comply to schedules/time zones of the Indians and also are available in many more cities.

• Indian Airline like Indigo do provide frequent flight to destinations that are travelled more frequently by Indians such as Canada, Dubai etc over other airline companies that might not pay attention to details as such.

• Food pays a very important role for Indians hence Indian airlines over British airline is always preferred since the Indian food palette is being kept in mind.

• Belief of an Indian company over International airline always persists in minds of customers. a) Indirect competition and Brand Image ·Few of the points that this airline might be lacking is “Marcom”. The brand is slow in terms of campaigns and advertisement to be able to reach the message to the consumers. ·Since it is being known for being a British airline it was always might be looked at as an airline from a certain country and might b hard to have its own identity as a company.

• With the pandemic situation all around the world the company will have to take steps faster in terms of safety and also to be able attract the customers and chose them over the other brands.

• Different airlines do provide a cheaper fair when compare to theirs ever after certain offers provided by the brand.

• Allegations of not providing fair remuneration is also taken place with their employees and this might also impact their image. h) Advertising Objective • The objective of this advertisement to bring cognition of being the airline to provide hospitality in the minds of Indian target market.

• The objective also seems to be able to attract different people to apply jobs as it leads to new experiences, meeting new people, also travelling to different countries , and providing great job opportunities for their career growth. i) Strategic Message The strategic message of this airline is to be able to connect to Indians as we strongly do indulge in Human emotions and also believe in the concept of ‘Vasudeva Kutamabakkam’ meaning the whole world is one family and has strived on this emotion and to be able to connect convert this connect of hospitality into conversion to consumers. j) Supporting Benefits • The supporting benefits of this advertisement is the hospitality the airline and the staff provides.

• We can also see that the aircraft does seem to very comfortable, spacious and equipped for the grand mom in the aircraft to fly alone as well as sleep comfortably too.

• The crew members seemed to be trained for unplanned situations like these and were prepared to be able to handle all kinds of situations like these.

• Stigma of hospitality towards all the flyers was been seen in the advertisement • Being an attendant was portrayed as a very satisfying and important job to be able to appeal new applicants.