I M C B R A N D I N D I A

Agency Management

AGENCY PROFILE

Name: JUGAAD – The Way Out

Type: Full Service

Client: Ministry of Tourism & Culture

Portfolio: Cadbury, Badshaah Masala, Indian Railways, VICCO, Bisleri

INTEGRATED MARKETING COMMUNICATIONS Coordination & integration of marketing communication tools.

Maximize the impact on consumers and other end users at a minimal cost.

Process for managing customer relationships, driving brand value primarily through communication efforts.

IMPORTANCE OF IMC Several shifts in the advertising and media industry have caused IMC to develop into a primary strategy for marketers

Media Advertising

Multiple Communication

Forms

Mass Media Target Centric Media

Manufacture Dominated

Market

Retailer dominated, consumer controlled

General Focus Advertising.

Data-based Marketing

Lower Agency Accountability

Greater Agency Accountability

WHAT IS BRAND INDIA?

The campaign used by India to attract businesses.

Aim - To project India as an emerging destination for business in the fields of service sector, manufacturing, information technology, infrastructure, etc.

It uses India both, as huge market for products and services as well as a lucrative destination for investment.

INDIA SHINING

Cross border acquisitions.

Leader in IT and knowledge-based industries.

Fastest growing population of workers and consumers.

Rapidly growing markets.

Globally recognized quality of goods

ADVANTAGES OF A COUNTRY AS A BRAND

Brands generate trust, confidence and continued association.

Emotive bond among people and nations.

Once a nation is looked at as a brand, anything from that country is treated as a natural brand extension of that country.

TOP 5 PARAMETERS

Business

Tourism

Entertainment

Sports

Art & Culture

WHY PROMOTE ART AND CULTURE?

Rich & diverse

Variety in different art forms

Few practitioners

Reviving the dying culture

VARIETY

OBJECTIVES

To create awareness about art and culture primarily amongst Indians followed by global audience.

Draw strategies and promote the campaign ‘Chalo Bharat’.

5 W’S 1 H Understanding the Objective

WHAT?

PROMOTION OF INDIAN ART AND CULTURE.

WHY?

Lack of awareness and appreciation of our own heritage, culture and art.

To portray this sector as lucrative and open it to investment and continuity.

Shift of focus towards western culture.

WHO?

Primary TG: Indians Secondary TG: Global

Demographics Age: All age groups

Sex: Male & Female

All SEC’s

Psychographics People having inclination towards exploring our rich Indian culture.

Art enthusiasts

The masses as a whole.

WHEN?

A tour diary from August-December

Chalo bharat campaign will be scheduled for 2 weeks per city. Event duration: 1 week/city

Preparation time: 1 week/city

WHERE?

The Tour Diary travels through 15 Places across India

HOW?

By drawing and execution of strategies Execution: through ATL and BTL activities

ATL

Advertising

Radio

Television

Print

Internet

ATL

PR National press conference in Delhi 3 days before commencement of campaign

Invitees: Zakir Hussain and Lata Mangeshkar

Press conference in targeted cities 4 days before event begins

BTL

BTL

Catalogue

Long Distance

Transport

Ambient advertising

Airlines

Tour Diary

Promotional activities

BTL

STRATEGIES

Mumbai

Bangalore

Delhi

Kolkatta

Jaipur

Chandigarh

Amritsar

Shimla

Indore

Guwahati

Goa

Chennai

Kanyakumari

Shillong

Ahmedabad

The 15 places covered

STRATEGIES

Include in school Curriculum Generate employment

Workshops Inaugurated by celebrity

Merchandise by Tantra/Sheepstop

Sponsorships from Institutes

STRATEGIES

Patronizing art and culture shops

Workshops with NGOs: CSR

Sales of products from workshops

Volunteering

Internet promotion IBEF(Indian Brand Equity Foundation)

Social Media

Tourism Websites

REVENUE

Entry fees: Rs 10/day

Sales of products made in workshop

Auction of the artwork

SPONSORSHIP

Targeted sponsors • Amul • Tata • Bisleri • Times Foundation • Camlin • Idea • ICICI • Tantra • Fabindia

PRINT ADS

AUDIO-VISUALS

Radio Jingle

Hum sabki hai ek choti si ibadat,

Mann mein hai dher saara umaang;

Thodi masti aur thodi shaarat,

Phir samajh aaya ki hum sabki hai ek hi chaahat.

Dhikha sake aapko Hindustan ki barkat,

Yeh hai hamari ek choti si koshish.

CHALO BHARAT!

CONCLUSION

Thank You Project by Bhavya Agarwal, 4

Gautam Anand, 5

Karan Bhatia, 9

Kevin D’Mello, 12

Janani Balakrishnan, 17

Kritika Sirohi, 32

TYBMM (Advertising)

Vivekanand Education Society’s College of Arts, Science and Commerce