1. Write Up-IMC The advertisement wanted to depict a hypothetical situation where the place was being bombarded by enemies. The message they encoded in the advertisement gives a sense of ongoing battle between countries in the time of world war-II. That’s the reason the direct telecast of the battle field is simple black and white picture. Although that place was bombarded heavily by the foreign enemies (probably) there is no issue of transmission of signals. The direct telecast of the battle field was crystal clear on the TV. As far as I understand there is a confusion of the timing of the world history they wanted to depict through this advertisement. If we talk about the product positioning their message was designed in such a way to show the strength & the durability attributes of the rhino steel which is unaffected & can ward off any kind of natural & man created calamity with a tint of humor. The live telecast of the battle field showed that the place was being bombarded heavily & unfortunately a missile of heavy destructive power (from the size) fell on the roof of that house. The rhino steel is so strong that the missile had been unable to mark a scratch on that steel plate of the roof. The house did not even shake with the impact of the missile because it was so perfectly joined with the house structure & absorbed all the impact. The durability factor of the product it showed through the number of attacks (number of missiles) it had withstood. Even the name of rhino gives an impression of strength. The product is positioned as a strong & durable product like the qualities of a rhino. Rhino is one of the strongest & its skin can’t even be penetrated by high speed bullet because of its bullet proof skin. The steel used for the roof from rhino also has the attribute of bullet proof skin of rhino. That’s the main message of the advertisement Rhino steel wanted to put across to the audience. The message is well designed & successfully portrays the strength & durable qualities of the product by logical association with the qualities of rhino. Their effort to position the product as strong & durable also economic to attract the rural & semi urban class of people of the society should be well received. Looking at the house & the attire of the person, showed in the advertisement it can be easily said that the person belongs to the rural society or semi urban class. So the targeted population is also conveyed through this message. But the advertisement can be more realistic. Buying a building material is a serious business; people in India give a lot of thought before buying the house building materials. The ad is designed in such a way to attract the people. People may enjoy the ad but may not consider buying the product because of absence of the realistic touch. The ad could have been all black & white to show the era in well manner to depict the battle situation of past or disturbance in the transmission of signal during the time of bombardment. Ankan Sharma 08BS0000358 Sec-A Date-15/10/2009