CAPIT0L

THE MOO POINT

 THE PRODUCT
Introduction of a new Milk product,
“CAPIT0L” by the premium Dairy
brand, The Moo Point.

Consumers are growing increasingly

sceptical about tetrapak milk brands
where there is no transparency
regarding where the milk comes from
or how the cows are treated. Here at
The Moo Point the cows are our
Queens and are sure treated the same
which enables us to provide the
healthiest form of milk or as we like to
call it “luxury milk”.
Overall Objective
• The primary objective of our ads is to draw
the attention of the women in Delhi to
Capit0l-a cow’s milk which facilitates weight
loss efforts.
• Beauty is an integral part of life but health is
usually a higher priority. With 70% of milk in
New Delhi being adulterated, The Moo Point’s
hidden agenda is to popularize a pure,
pasteurized, nutrient rich cow’s milk and
promote healthy dieting regimes.
• From the communication we expect to create
a buzz around the product and realize leads
and conversions
 Target Receiver
Our ads are directed to the image conscious women in Delhi. It includes the
pre teens, teens, young adults (women), women who are employed,
housewives, mothers and indeed the elderly too. After all who doesn’t want
to stay flab-free? However, the main target audience is the growing
population of image conscious contemporary women dwelling in upscale
neighborhoods who are ready to walk the extra mile for the perfect
statistics.

Knowing the tastes and preferences of this segment our ads are minimalist
in design with concise text (keeping in mind short attention spans). We
focus on the words “diet” and “clothes” which catch their attention at once.

We have maintained an informal tone across the ads to connect with the
ladies at moments when they are either returning from work, going to
school to drop their children, travelling in groups with like-minded friends or
scrolling through lifestyle magazines.
 Promise
The Moo Point’s promise with Capit0l is the zero waist. Muffin tops have
never been pleasant. And who does not want to get rid of them at the
earliest. With Capit0l begins the journey towards a leaner and fitter self.

It’s the benefits of this fat free milk which will drive the conscious and well-
informed Delhi-based women to enquire and discover more. By arousing
their curiosity, our communication strategy aims at helping them achieve
their beauty and weight goals.

It is the brand promise which we feel is relevant in the recent times with a
significant section of women being on the borderline of obesity. A diet
without sufficient nutrients is of more harm than being beneficial. With
Capit0l, the target audience can ensure that they embrace healthy diets
where milk, an integral component does not have to be left out. Instead, it
aids the weight loss process enhancing looks and bolstering bone health.
Support
Capit0l is skimmed milk. It is made by removing the fat
from the milk completely. This fat is also known as milk
fat. The nutrition of milk remains intact even if after
milk fat is removed. This helps in achieving a zero waist
without compromising on nutrition. Our product is
completely safe, unadulterated and high on nutrients.
 Positioning
Our competitors are Amul, Mother Dairy, nestle, Tru and
Danone.
Capit0l has the lowest percentage of milk fat without
compromising on nutrients.
Capit0l is also rich in taste unlike its competitors and is
packaged in sturdy, appealing easily storable sealed bottles.
70% milk consumed in Delhi is adulterated where Capit0l
being unadulterated comes to rescue and is completely safe
for consumption.
Tone
Informative and informal.
We provide crucial information about health issues faced by
women (obesity in particular) and also how our product
Capit0l will help them achieve their dream figure without
compromising on health.
We address our target audience in a informal tone so that
they can associate their want with Capit0l directly, which
generates interest and prompts them to take an action.
Net Impression
As a result of the communication we want our audience to get
familiar with the product and realize its benefits so they will in
return opt for word of mouth marketing. Our communication
will increase the visibility of the product to an extent that the
potential audience will willingly come to the stalls to try our
product or click on the website to see what it is all about. The
net impression we want on the audience is to create an image
of the product in their minds which ensures that they
proactively follow their dream of a zero waist.
CREATIVE
IDEA
 Idea
We came up with the idea of Capit0l, bearing in mind the needs and
preferences of the modern day woman who to some extent overlooks
her well-being trying to balance the personal and professional life. The
sedentary lives lead to problems of weight gain, which is not only
unhealthy but aesthetically unpleasant.
We decided on the name capit0l which is derived from “capitolium”
referring to an ancient Roman temple dedicated to Jupiter- the Planet of
Plenty. The o is replaced with a zero to signify Jupiter. The cow’s milk
which is plentiful in nutrients is also a powerhouse of strength. The zero
also stresses on the zero figure aspect of the product’s campaign ,
drawing attention of health and beauty enthusiasts to the number zero.
Moreover, as the luxury cow’s milk will be launched in the capital of the
country, we felt the word Capit0l (phonetically bearing semblance to
“capital”) would touch the right cords of the potential audience.
Speed
Our initial campaign will be aimed at creating a long lasting
impact on our consumers so that later they can be our medium
for word of mouth marketing. Our advertisement campaigns
are directed towards increasing the visibility of the product
following which the audience is assured that the product is
easily available. We have tried to connect to their weight loss
goals giving them a substantial reason to purchase the new
product.
Communication
We will communicate with our target consumers
primarily through:

• Billboard ad (both print and digital)

• Print ad

• Radio ad
Radio advertisement
Brand Name: The Moo Point
Campaign Name: A beauty queen’s confession
“A fit and slim self is not unattainable”
Radio: 60 seconds
Expiration date: 12/11/2021

SFX: The Miss World Pageant 2017’s announcement of Manushi Chhillar winning the crown
Interviewer: Probably you would want to hear these lines over and over again!
Manushi: Indeed, these are the only words which I wanted to hear in the last few years. It’s still
difficult to believe that my dream has come true. The feeling is still sinking in.
Interviewer: How much hard-work and toil went into this attempt of winning the crown?
Manushi: A lot of training and sacrifice in the last few years helped me to win the heart of
judges at the pageant and stand out in the stiff competition. And above all it is my mother who
truly inspired me and motivated me to aim and work for this prestigious title.
Interviewer: Tell us something about your diet. All the fashion conscious women in Delhi are
eager to know what helped you maintain this hourglass figure.
Manushi: The secret to a fit body is restraint in eating and regular exercise. Never skip breakfast,
and make sure you drink at least one glass of double toned cow’s milk, preferably Cpit0l. It’s a
new drink which is high on calcium, pasteurized and with zero bacteria. Interestingly, you can
drink it even without boiling.
Interviewer: Is Capit0l better than bovine milk?
Manushi: Tests have proven that it is three times more beneficial than bovine. As I come from a
family based in Haryana, milk is an integral part of my diet. A lot of research went into how I
could drink endless glasses of milk and yet remain size zero. And that’s when Capit0l happened.
No longer did I have to worry about weight and could satisfy my milk cravings without guilt.
Interviewer: Thank you Manushi for taking time out for this interview. It was a pleasure talking
to you.
Voiceover
Announcer: So what are you waiting for? Get your bottle of Capit0l today and walk your way to
a fitter you. The Moo Point’s Capit0l helps you to get into shape and achieve a more beautiful
and healthier self. A fit and slim self is no longer a dream. If Miss Chhillar could emerge as a
winner, why can’t you?

Legal: Capit0l complies with SNF and FSSAI standards.

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Digital Billboard
Print Billboard
 PRINT
ADVERTISEMENT
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 PRINT
ADVERTISEMENT
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Connect
We want to connect directly to our customers through our
succinct and relevant messaging. In our ads we have tried to
strike a balance between the images and text. The colors have
been chosen with care and across all the ads we have tried
maintaining consistency which we feel would strengthen the
brand recognition and eventually drive sales.
The message which we convey says that consumption of Capit0l
helps in achieving a zero waist without compromising on
nutrition. Our message will help women associate the product
with the dream of attaining a leaner self. Capit0l will play the
role of a friend in their weight loss journey helping them shed
the extra kilos without adversely affecting their health. It is not
just another milk brand.
 Memorability
Through our communication we want our target
audience to create a mental image of the product and
understand its benefits. We want them to remember
us by the fact that Capit0l will help achieve a sculpted
and toned figure and supplement the body with all the
essential nutrients without increasing weight and is
completely safe for consumption.
Fidelity
Without directly listing down the benefits, in our ads we have
tried to keep the intended meaning intact through relevant
text and visuals.

The ultimate objective is to arouse curiosity and create a buzz

around the new product without adopting overtly promotional
strategies. By winning the faith of the customers through right
communication we expect word-of-mouth or viral marketing
which will eventually make the product a household name,
among the upper middle class specifically.
 THANK YOU

Ayushi Poddar

Nitu Yadav

Saheli Guha

Smriti Thukral

Sohini Deb