media convergence

Breaking the barriers of communication by creating the first

ever

“Media Convergence”

Cadbury Celebrations Special Diwali Pack

Media Convergence

TV Internet

Radio

Co-hosting a never

before Cross-Media

Simulcast

What

HOW

WhenWhyWhoWhere

What ...was the task in hand !

In India no festivity is In India no festivity is complete without Homemade complete without Homemade

sweetssweets

== A sweet forA sweet forAuspicious Auspicious OccasionOccasion

CadburyCadbury

Objective Objective Make consumers celebrate Make consumers celebrate

Diwali with Cadbury range of Diwali with Cadbury range of chocolates instead of chocolates instead of

homemade sweetshomemade sweets

Homemade sweetsHomemade sweetsINR 1600 million INR 1600 million

Chocolate MktChocolate MktINR 50 million INR 50 million

The Dilemma of…

Who

Festival for the entire family

The ambience of Diwali The ambience of Diwali nurtures nurtures

a singular mindset a singular mindset

which is independent of any which is independent of any market, age or SEC…market, age or SEC…

Target Target ‘‘the occasion of Diwali’ the occasion of Diwali’

rather than one consumer baserather than one consumer base

The intricacies of…

When

Only 2 weeks … to target everyone

HOWWhyWhere

… To Maximize

Regular … gives you regular

The Convergence of…

Family

TVTV InternetInternet

RadioRadio

The Convergence of …

Media

Addressing every member of family at the same time through their choice of

Media

Radio & InternetHome or Traveling

TelevisionWatching at home

RadioWhen out

For shopping

TVTV InternetInternet

RadioRadio

Partnered with country’s 3 of

the largest broadcasting networks

To host a never experienced To host a never experienced before Magnum Opus on before Magnum Opus on

Indian Mass MediaIndian Mass Media

Engage us further in our IndulgenceEngage us further in our Indulgence

Communication

Complexity Effectiveness

Efficiency

So Much… in So Less Time

Brand Logo unit& Tagline

Level 1Property Name & logo

designed using the product packaging & Tagline

Level 2Same elements used

to package the programmeEven Astons & Celeb wishes sections

Level 3Extensive Programme

Integration, with every act leading intoCadbury Celebrations story

Content customized to Content customized to complement each complement each medium’s USP medium’s USP

Magnum Opus Magnum Opus Diwali Diwali

Celebration Celebration cutting across cutting across

generations in a generations in a familyfamily

Simulcast Simulcast + behind the + behind the

scene interviews scene interviews + sneak picks+ sneak picks

Simulcast Simulcast + Celeb interviews + Celeb interviews

+ Performance + Performance review review

+ Celeb wishes + Celeb wishes across the dayacross the day

Lakshmi Puja

Blessing from

elders

Antakshari

Celebration of Victory

Diwali of Light

Family Get

together

Bhaidooj

All Girls Act

Husband wife

relationship

ElementEnactment/

Act

Generation Involved in the Act

Integration

Role of Cadbury

Celebration in the act

Driver Medium

Used differently to spike the enactment

Grand ParentsParents Youth Kids

BhaiBhaidoojdooj

Bro & SisBro & Sis performperform

Both Both real life real life & serial & serial bro- sis bro- sis

enact the enact the occasionoccasion

Bro gift Sis,Bro gift Sis,Cadbury Cadbury

Celebrations Celebrations as return giftas return gift

Radio + Radio + InternetInternet

Elements Integration Driver Medium

in Diwali EnactmentGrand

parents Parents Youth KidsRole of Cadbury Celebration

in the actUsed differently to spike

the enactment

Lakshmi PujaOpening Puja welcoming Diwali

Breaking fast with Cadbury Celebrations

TV + Radio + Internet

Blessing from Elders

Younger Generation performing with Older

Young ones treat elders with Cadbury Celebrations

TV + Radio

Dance Antakshari

Girls Vs Boys Competition

Boys & girls make- up with Cadbury Celebrations

Radio + Internet

Celebration of Victory

Enacting win of Good over Evil

Dance of Victory by the Young

Celebs

Act ends with distribution of Cadbury Celebrations

amongst each otherTV + Radio + Internet

Diwali of Light

Theatrical performances around Diya

Female Celebs perform with

Diya

Cadbury Celebration is distributed simultaneously

as the performer goes about lighting Diyas

TV

Family Get together

Entire family performing together

The performance ends with Elders gifting

Cadbury Celebrations to their loved ones

TV + Radio

All Girls ActGirls rejoicing the festivity

All cultures have one common thread -

celebrating a happiness with a sweet- Cadbury

TV

Husband wifeLove & Tease in an relationship

As signature of love TV + Radio

All Girls performance glorifying the Vivid culture of

India

Celeb couples perform together

Generations involved in the act

Celebrities across different generations came together to perform Aarti to the Goddess

The young generation start the good occasion of Diwali with performance in respect of the Elders

The popular families from the TV serials perform together on theme of united joint family

Boy compete Girls, But the spirit of Diwali brings everybody together

Media Convergence

TV Internet

Radio

AV

Results

Preference scores Preference scores (Vs (Vs `LY)`LY)

moved up by moved up by 79%79% ~ Source: SRM Track

78% of people who witnessed of people who witnessed

the simulcast- the simulcast- associated the associated the brand with the initiativebrand with the initiative

~ Source: SRM Track

Reached out to

94 million people

Within 2 weeks

76 million people

from regular planVS

65 million people witnessed the media convergence

Opened with Opened with 44 TVR TVR &&

ccontinued to feature in ontinued to feature in the Top the Top 5 5 programme programme for 2 weeksfor 2 weeks

~ Source: TAM

Simulcast claimed Simulcast claimed highest slot rating on highest slot rating on

radioradio~ Source: RAM; monitored markets

Generated Generated huge huge Free PR buzzFree PR buzz

&&On Google even today On Google even today the relevant search the relevant search

results run into results run into 15 15 pagespages

Thank YouThank You