experiential marketing - this is the step forward all events and promotions

Building value. Transforming brands.

First we need a sound strategy.

Then we need planned execution.

Without strategy execution is aimless. Without execution strategy is useless.

We believe, any strategy has to start with a clear

understanding of the business issue that needs to be addressed…

Addressing the issue really depends on a deep understanding of the

business and environment in which the brand operates.

BusinessEnvironment:

Customers, Channel, Competition, Policies

BRANDINSIDE OUTSIDE

And finally, the ability to arrive at a effective solution

to that issue.

Now, that cannot be done with strategy alone.

Why is that?

strategyIn most cases

is separated from

creativityby a wide gap!

Does the left brain align with the right brain?

Creative thinkers: Intuitive, Emotional, Spatial, Visual, Physical

Strategic thinkers: Analytical, Logical, Linear, Numerical, Verbal

STRA TEGYEXECU TION

How to effectively bridge the gap

Its not about what you do, but how you do what you do that makes the difference!

Success comes from gingnahc the game you play!

• An independent unit of Disha Communications, an organization with a turnover of over 100cr (approx.)

• Member of Communications Business Partnership – a platform constituted by Dawson Walker communications UK

• 12 offices across pan India: Bangalore, Chennai, Kochi, Hubli, Hyderabad, Mumbai, New Delhi, Kolkata, Meerut, Jaipur, Chandigarh, Mathura

• Experienced professional from diverse industry background provide a fresh approach towards Brand Consulting & Activation

About DBCA

A Holistic Approach.

Solving brand problems through effective communication Aligning the left and the right: Our working model

DBCApaneledexperts +

partner

assessing the problems and arriving at the most effective Brand solutions

Strategy + Execution

BUSINESS ISSUES

marcom execution

advertising

digital

media

public relations

print & production

films

Platforms

brand activation & events

Single window

Offices across: Bangalore, Chennai, Kochi, Hubli, Hyderabad, Mumbai, New Delhi, Kolkata, Meerut, Jaipur, Chandigarh, Mathura

Create Acts & not just Ads!

Representative list only. Includes paneled works.

Some of our workActivation & Events

Create Acts & not just Ads!

Some of our esteemed clients

Representative client list of the group

Services in Brand ActivationEvents• Corporate and HR Events• Product Launches• Trade and dealer meets• Conferences and seminars• Stall designs, etc.

Promotions, Rural and Urban which include: • Consumer road shows and contact programs• Mall promotions• School and college contact programs• Modern Trade Activations• Merchandising programs• Trade marketing programs• Mystery Audits, Research

Digital• Social Media Marketing• Digital Activation• Search Engine Optimisation• PPC Banners

Create Acts & not just Ads!

Some of our work in Events & Activation

Representative list. Includes paneled work.

Re launch of the brand in India

Launch of the brand in India

Launch of the brand in India.

Dream project launch

Rural campaign in AP

Retail Awards, the signature property of TRRAIN

• Tactical activation to drive brand connect

• New Chanel connect activation program in

Bangalore to drive market share

Activation across south.

Golden Award. Corporate Events.

PRCI AWARDS2012-2013

Silver Award. Public Service

Campaign. PRCI AWARDS

2012-2013

Most Promising Event Management Agency of the Year.

PRCI AWARDS2013-2014

Converting ‘events’ into brand experiencesRepresentative case studies

TRRAIN Retail Awards 2013, is the signature event of TRRAIN judging the finest, excellent, enduring customer service story of retail associates in the industry.

200 plus top CEO’s of the retail Industry..

1 Experience

Things to keep in mind!!• ‘Understated brand’ - Value relationships,

Upgrading lives, Thought leadership, Classy

• Passion & commitment• Build recall of previous year• Focus on this year• Drive involvement and interaction• ‘Build a family’

Theme

An extendable theme was created based on stories and in sync with the property

o Stories was the main hook. (Retail Associate stories which is the core for the awards.

o Story of the developing brand TRA each year)

Tone of ‘art’ for the event was ‘Class’

o Upgrading lives, therefore it had to look class

o TG High profile

Tone of ‘voice’ for the event was ‘Class’ and ‘Engaging’

o Get the TG to engage with the theme and stories of the Retail associates and therefore highlight them

Retail Awards Perspective of the Brand, Target Group, intention of the event remained same. Only change was in the Catchment.

Bangalore - 2012 Delhi- 2013

“Thanks to you and the whole DBCA team we had a wonderful event. All the guests appreciated the event and the flow and have complimented us on the success of the event. Please accept our heartiest Congratulations! and my compliments! to you and

your team for the success of the event.” – BS Nagesh, former CEO Shoppers Stop, Founder TRRAIN

This is what we work for!

“Team DBCA, A big "THANK YOU" to all of you for some great ideas and great patience in handling hourly requests and iterations. The pre-event week was really frenetic, and the team did a marvellous job in taping together the whole thing. And my thanks to all the behind-the-scenes team members for a

great job done.” Sheetal Choksi, Co-Founder

This is what we work for!

This is what we work for!" Working with DBCA team was a wonderful experience. What I really liked was their approach to the requirements from the client, treating it as a challenge and working out the best possible solution. They helped us in maximizing the output with the limited resources in terms of Budget and Time. Also a great team to work who maintain a lot of transparency with their clients. Their execution and on-site management of activities is also commendable."

Background: Monavie a leader in the health and wellness industry. Entered into the “READY TO EAT “market . With the Launch of the company in INDIA, two more products were introduced in a great style – OAT MEALS & HEALTHY DRINKS

Objective: To give an experience to its distributors and partners in India of being a truly global company who is privileged to now enter India

Stringent guidelines: Special guest for the ceremony was Mr. Paul Zane Pilzer, World renowned Economist and Economic Advisor for 2 former US Presidents.

Crowd turn out: 6000 plus

6000 plus guests40 VIP’s1 VVIP

1 Experience

‘The experience’

Background: OJUS Power and Technologies Pvt Ltd (OJUS) is an original equipment manufacturer of diesel generator (DG) sets. Apart from India, presence in Middle East, Sri Lanka, Vietnam and Africa

Objective: To be able to convey that Ojus is a modern, innovative, inclusive, professional and green organization. The best partner for ALL

Stringent guidelines: Selected high profile guests for the launch. Chief Guest Mr. Vinod Dasari, MD, Ashoke Leyland

Crowd turn out: 300 plus

• Demonstrated innovation, excellence, professionalism & inclusiveness (core values)

• Planned and launched a new Marcom initiative during the event to build and maintain connect with the stakeholders (employee, channel, partners)

• Created a CSR initiative

Converting a mere event into a ‘brand experience’

And all this while we celebrated

Work for National Textile Corporation of India, in Japan

A tactical publicity campaign driving brand connect.

‘So pure that it shows’Activity across locations in Bangalore

Winner : Public Service Campaign. Silver Award PRCI. 2012

Background: With a history of more than 60 years in the edible oil industry, Nirmal is among the top selling brands of coconut oil in the country Nirmal brand name today is the assurance of quality and purity to millions of consumers across parts of India and the world. Nirmal was the first to pioneer the transparent bottle and is the only Amway certified vendor for the procurement of pure coconut oil .Business issue: Establish mindshare in an already matured market scenario dominated by a strong brand.

Consumer: The target audience for coconut oil as Mr. Harsh Mariwala describes it is “beyond SEC”, its only the pack sizes that define the SEC.

The Challenge‘Business Brand’ challenge: Over the past few years the brand found itself in the highly competitive category that has more than 400 brands vying for the top spot . The primary usage of coconut oil is in personal care it and it occupies 70% of all hair oil sales. Most of brands follow the leading brand “Parachute” . Nirmal with their older packaging found themselves mostly in cooking shelf and most coconut oil brands are in the personal care shelf. This lead to conflict and stagnant sales. The new packaging did boost sales, but the brand promise needed to be demonstrated and communicated.

• Objective: • To create brand awareness in Bangalore city - publicity• Get TG to ‘accept’ trial of the product, therefore influence

conversion on usage• Connect and stay connected for future research and

feedback

What was done• Solution: Campaign ‘So pure that it shows’ –

explaining why the transparent bottle and therefore purity. Purely a tactical campaign. Associate with the on going ‘sun film removal’ mandate of the Govt. Provide ‘free removal’ services to the citizens. Build platform for ‘pure and transparent’ value of the brand. Gain acceptance, induce product trials in areas of availability of the product and create awareness.

• Execution: On ground Activation. Branded Indica with specialists and promoters. Removing sun-film and in the process inducing product acceptance and creating brand awareness. Collecting data base. Follow up with FB campaign and sms campaign.

‘The means to the end is as important as the end’

- Our role: Pre-event Authenticating the probability of executing the ‘concept/idea’ effectively Finding the right professionals to execute the job

Selection & background check of the professionals involved

Arriving at the most effective price for the given qualitySecuring permissions etc. for the event

Coordinating with Creative agency, getting the branded vehicle ready

Creating a route map & Training of promoters

Our role – During eventManaging event (public, traffic, conversions, etc.)

Coordinating with online agency for live updates

Coordinating with media channels and managing them on site

Daily Reporting and update

Managing press related enquiries

All in a days work!“Nice transparent concept…quick and professional service. Uniqueness of the campaign lies in not focusing entirely on marketing the product but in combining the promotion with great value add.

Very nice conceptualization overall ” –Jadish MN, professional

This is what we work for!“On Behalf of KLF Nirmal Industries P Ltd I would like to share our feedback on the ‘Tinted Glass Activity’ of DBCA .One thing that’s remarkable about DBCA the speed at which entire event was executed, practically entire event was planned in two days .Even though the event was planned overnight on the execution part we didn’t find any flaws. Each stage of the event was planned thoroughly and the same was shared with us, which gave us confidence on the success of the event before even it was executed .Expertise and Experience of DBCA team in this field was evident from the way how the event was approached and executed. Getting to the details of the event, glass removal Operation and Execution was flawless no doubt about it. Overall DBCA had a Holistic approach to the event and we are

happy the way it was handled. Tinted Glass Activity was short but a success .”

– Sunny Francis, Promoter Director, KLF Industries

Influencing a channel to drive conversion of brand usage

‘So pure that it shows’Activity across locations in Bangalore for 2 months

Background: With a history of more than 60 years in the edible oil industry, Nirmal is among the top selling brands of coconut oil in the country Nirmal brand name today is the assurance of quality and purity to millions of consumers across parts of India and the world. Nirmal was the first to pioneer the transparent bottle and is the only Amway certified vendor for the procurement of pure coconut oil .Business issue: Establish mindshare in an already matured market scenario dominated by a strong brand.

Consumer: The target audience for coconut oil as Mr. Harsh Mariwala describes it is “beyond SEC”, its only the pack sizes that define the SEC.

The Challenge‘Business Brand’ challenge: The category was synonymous to the name ‘Parachute’. Marketshare was stagnating beyond a point, which was affecting the entire business cycle. People hardly thought twice about buying a new brand, leave alone experimenting with a new one in this category. Their natural buying habit was ‘Parachute’

• Objective: • To create an awareness of the brand and its properties in

Bangalore city• Identify a medium through which change of brand could

be influenced• Influence the channel and promote brand through that to

drive market share

What was done• Solution: The saloon and Beauty Parlor

Activation Campaign. Channel of influence identified as ‘barbers’ and ‘beauticians’ who share a close rapport with their customers in terms of hair care. Understood their psyche and inducted them as Nirmal's hair care champions. Promotion activity launched with competition across saloons and beauty parlors in Bangalore

• Execution: On ground Activation. Branded Tata Ace with specialist promoters. Banners and posters for communication and free media space. Sprayers and Aprons for effective brand recall.

‘The means to the end is as important as the end’

- Our role: Pre-event

Authenticating the probability of executing the ‘concept/idea’ effectively

Planning of the gifts for brand recall and quantity required

Planning stocks delivery

Recee to identify areas and locations. Check ‘receptiveness’ quotient Finding the right promoters to execute the job

Selection & background check of the professionals involved

Training promoters on brand guidelines, to identify TA, conduct demos, sample planning, etc.

Securing permissions, etc. for the event

Coordinating with Creative agency, branding fabrication guideline.

Creating an effective route map for maximizing effect

Reporting and Management structure

Our role – During eventManaging event (public, traffic, conversions, etc.)

Coordinating with Nirmal on stocks and gifts

Reporting and update• Contacts report• Response management

report• Stock management report• Photograph report• Database report

All in a days work! - Saloons

All in a days work! Beauty Parlors

Happiest moment – An end customer called us….

“I received sample of Nirmal oil from MS Salon in Srinagar. The oil is very good and I will continue using it for my house from now on. I will also recommend it to my relatives. It is pure oil from Kerala. It is very good. may

god bless you (Nirmal) with more and more success” - Mr. Dwarakanath, #25/35, DVG Road, Basavanagudi, Bangalore – 04, Ph - 9916817944

..our idea was working!!

- Our role Post-event

Recall Activity • On-ground activity

• Brand• Company response

Final Reports • Summary of event

• Photographic reports• Customer Database• General Analysis

Re-positioning the ‘pamphlet’!

This is what we work for!“The concept of the ‘Missing’ campaign by DBCA was what we call out of the box thinking! Given the limitations of the budget and theeffect required from it, the team has done a wonderful job! It was not only an idea but an effective one, and this only comes from

understanding the business and relating it with effective creativity.

Well done DBCA. We have managed to sell 37 cars in this period”

Kaushal KishoreRegional Sales Support Manager(Karnataka)

Adding reason to just display!

Start EndIn between that we asked the most important question

Why?Business problem

Require mall activation to display the New Toyota Innova. Location South India.

Hire mallsGet an MCPlay some gamesGet crowdGive giftsGenerate enquiries in mall

‘Innovated for Tomorrow’ CampaignAt malls, along with the usual gratification gifts for games conducted, we conducted a ‘innovation of look’ contest

The TG had to innovate on their looks using props and pose with the Innova

This was directly uploaded on a Facebook page created especially for this event

The contestants were asked to get their friends to ‘like’ the pics.

The most ‘liked’ pic wins prizes.

as on 26th Nov 2013

People Who have Achieved Max Likes Yet

717 Likes, 111 Shares and Reaching Out At least 50,000 People Virally

255 Likes

Its not about what you do, but

how you do what you do that makes the difference!

Looking forward to developing a long-term relationship

Thank you!