CONTENT PAGE NO.

Executive Summary 2

Chapter 1 INTRODUCTION

1.1 Background and Scope3

1.2 The Brand 3

1.3 The Client 4

1.4 Company Profile 7

1.5 The Brand Brief 9

Chapter 2 ABOUT THE COMPANY

2.1 Introduction 12

2.2 Historical Development 15

2.3 Vision, Mission of the company 15

2.4 Lines of Business 16

Chapter 3 THE BUSINESS PROBLEM

3.1 Task Assigned19

3.2 SWOT Analysis22

3.3 Product Portfolio23

3.4 Solutions 24

Chapter 4 LEARNINGS AND KEY TAKEAWAYS 32

Bibliography 33

TABLE OF CONTENTS

EXECUTIVE SUMMARY

This Project incorporates Brand Solutions for ITCs Aashirvaad Atta. Ideas and strategy had to be formulated so as to integrate this brand with the magazines of Delhi Press Group. Delhi Press is a major client of the company Business of Ideas. The project majorly consists of Ideas and concepts that help communicate the brands offerings and functional differentiators in a print based medium. The media vehicles mainly consist of the following magazines by Delhi Press Group, Grihshobha, Womans Era, Caravan, Alive.Delhi Press has 36 magazines across 10 languages. The magazines selected as media vehicles have been selected based on the Target Audience for the brand.Ideas, thoughts and concepts showcased in the project are in the adherence to the Brands requirement, as mentioned in their brief which includes the marketing and communications objective.Moreover, the Ideas mentioned are a property of the company, and thus are confidential in nature. Hence, a few details regarding ideas and thoughts have not been showcased, as many of these are in conversion mode, and thus confidential in nature.The work done, which includes, secondary research, analysis, background study, conceptualisation etc. have been mentioned in detail in the project.

1. INTRODUCTION

1.1 BACKGROUND AND SCOPE:The project focuses on providing Brand Solutions to the client. A comprehensive brief is provided by the brand about its expectations and objectives. This brief is then forwarded to Business of Ideas, which provides solutions and strategies in adherence to client requirements.The Scope of this project is to display and explain the work done for the client i.e. Delhi Press Group, to provide Brand Solutions for ITCs Aashirvaad Atta. The strategies applied and studies done for the brand are included in this project report.The objective of the project, the study and the business problem are shared in further chapters. Mentioned below is a brief background about the parties involved for this project i.e. The Brand, The Client, and The Company profile of Business of Ideas.

1.2 THE BRAND: AASHIRVAAD ATTAAn excerpt from the webpage of ITCs Aashirvaad AttaAashirvaad Atta was launched on 27th May 2002 and within a short span has become the number one in branded packaged atta across the country. Aashirvaad Atta is made from the choicest grains - heavy on the palm, golden amber in colour and hard in bite. It is carefully ground using modern 'chakki - grinding' process for the perfect balance of colour, taste and nutrition which also ensures that Aashirvaad atta contains 0% Maida and is 100% Sampoorna Atta. The dough made from Aashirvaad Atta absorbs more water, hence rotis remain softer for longer.

Aashirvaad is ITCs brand for kitchen ingredients and spices. Atta which means wheat flour is more or less a necessity in every Indian household. The Indian bread i.e. roti is made from atta. The Brand Aashirvaad Atta has 3 product variants in the market.

Aashirvaad Whole Wheat AttaAashirvaad Whole Wheat Atta has 0% maida and 100% atta. This means you serve soft, fluffy rotis and a whole lot of health and happiness.

Aashirvaad Select AttaPremium quality atta, made from 100% MP 'Sharbati' wheat. Aashirvaad Select atta is made from 100% MP Sharbati wheat that is harvested exclusively in 7 districts of Madhya Pradesh. Here, the golden fields are sun-kissed to perfection and showered by the right amount of rain. This is why each grain has a golden sheen and is heavier in feel.Aashirvaad Select is prepared to give you the finest, softest and fluffiest rotis you have ever tasted. The best of nature, with every bite!

Aashirvaad Atta with MultigrainsThis all-new variant is designed to provide nourishment for people of all ages and is an integrated mix of six different grains wheat, soya, channa, oat, and maize & psyllium husk which gives a healthy option for the consumers.Aashirvaad Atta with Multigrains is an excellent source of vitamins which are vital in strengthening immunity and extra protein content to improve body strength.The extra fibre makes your food easier to digest; low content of saturated fat keeps your heart smiling. And above all, it still retains the same great taste!

1.3 THE CLIENT: DELHI PRESS

Delhi Press is one of the most diversified magazine publishing houses in India. Its portfolio of publications include family-oriented, political and general-interest magazines along with magazines for women, children and rural folk.

With 36 magazines in 10 languages, the group enjoys a strong reach in all regions of the country. These magazines include some of the biggest names in the country like Grihshobha, Woman's Era, Sarita, Saras Salil and Champak.

Delhi Press reaches out to more than 35 million readers. Most of the magazines published by the group are leaders in their respective genres.

HISTORY:

Delhi Press was established in 1939 by late Mr. Vishva Nath. The Caravan, an English literary magazine, was launched in the following year and became an immediate success, enjoying wide readership in the country.

In 1945,Sarita, a Hindi monthly magazine, was launched. From the very first issues, Sarita became the favourite household Hindi magazine. Sarita has remained the flagship magazine of the Delhi Press that best captures the ideology of the group in fighting against obscurantism and authoritarianism.

Over the years, the group has launched a number of magazines that have been just as successful: Mukta, Champak, Grihshobha, Woman's Era, Suman Saurabh and Saras Salil.In 2008, the group launched three new magazines and acquired two established titles. Today, it publishes 36 magazines in 10 languages.

READERSHIP: Saras Salil(H) is the largest read magazine in India with a readership of 97,00,000 Grihshobha (Hindi) is the largest read women's magazine with a readership of 77,00,000 Champak is the most popular children's magazine with a readership of 40,00,000 Sarita, with a readership of 35,00,000, is amongst the most trusted family magazines

INFRASTRUCTURE:The company's corporate office is located in central Delhi. There are 12 regional offices in various state capitals across the country that serve as distribution centres and as editorial and advertising offices.

DISTRIBUTION:The group maintains contact with more than 3000 distributors and agents. There are 12 distribution offices in various state capitals.

To maintain the strength of its channel, Delhi Press engages in outreach programs with partners at each level of the chain right till the morning hawkers.

1.4 COMPANY PROFILE:

Business of Ideas is a marketing consultancy firm started in 2010 by Mr. Aditya Bhat, the Founder and CEO of the organization. It is a 14 member young team, which deals with Brands Amplification, Television Content IP creation & Films Marketing.In terms of the past body of work, the company has done many Brand Building initiatives for many conglomerates, the most recent being developing content for Reliance 4G brand Jio. The Television work includes many Advertiser Funded Programs for GEC Channels. Times of India is the biggest client with whom the company works on 4 aspects namely: IPs, Medianet, Travel & Response. It is also the creative agency on board for executing their beauty Pageant, Femina Miss India, which they have being doing for the past 3 years.CSR is a new stream that they are building and have worked with several organizations and individuals to create IP's that have a heart.Other activities include: Creation of Innovative Above The Line (ATL) Campaign Ideas which create effective buzz about the varied products. Conceptualisation & Execution of Innovative Below The Line (BTL) Activities in order to engage the consumer and educate them about the benefits of the products.

Business of Print The company is the agency on board for Times Groups Medianet division. (The Biggest Conglomerates in Indian Media Industry) Apart from Media net, they also service other verticals within TOI International Travel & Response (IP creation and BTL plan for clients) Create Intellectual Properties and other brand solutions for the client

Business of TV Create Original Non-fiction format & event properties for various General Entertainment Channels & niche Channels Create Advertiser Funded Shows (AFPs) Since the past 3 years, they have been involved with the execution of Femina Miss India-On ground (City Visits) & On Air (Sony Entertainment Television)

Business of Cinema Non-conventional marketing for the film. Low cost events, activities and promotions which create a lot of media buzz and generates a lot of word of mouth Multiple city visits for the film promotions

Business of Brands Work with Multiple departments of Reliance Industries Limited Have worked with companies across Industries (Automobile, Consumer Durable, FMCG, Banking and Retail) to suggest key marketing strategies across all platforms (ATL and BTL) A complete Integrated marketing Plan for Brands

Business of Events Product launches for brands across categories Events encompassing every aspect of entertainment

1.5 THE BRAND BRIEF: PROBLEM STATEMENT

Business Challenge: To generate extensive trials for Aashirvaad Select among Branded Atta uptraders, Premium Wheat users & Sharbati Atta users (who buy from Chakkis) by clearly establishing its differentiated & premium proposition through creating awareness about the unique Sharbati Wheat and its end benefits.

Communications Objective:Aashirvaad is the No. 1 player in the Branded Atta segment in India. Its value added atta portfolio consists of a premium offering called Aashirvaad Select. Aashirvaad Select is made from 100% MP Sharbati wheat which is the most superior grade of wheat, grown only in Sehore region of Madhya Pradesh (constituting less than 1% of worlds wheat production). The speciality of this grain is its golden sheen, heavy weight and unbroken perfection.Hence, dough made of Aashirvaad Select Atta absorbs more water while kneading and is completely non sticky. Rotis made out this Atta are delightfully soft & remain softer for longer. They offer a rich aroma and a sweetish taste, unlike any other offering in the market.

A key learning from the previous TV campaign for Aashirvaad Select (2011) was that the Ad diagnosis at a variant level showed Branded Memorability of the variant Select to be minimal. It was almost entirely attributed to the mother brand Aashirvaad. This was possibly because the TVC focussed on generic attributes of roti (softness & mithaas) expected from any type of atta.

Hence, the task now is to position Aashirvaad Select clearly as a premium-end offering from the house of Aashirvaad; establish it as a separate, superior variant, different from Aashirvaad Popular by explicitly highlighting the key USPs which differentiate it sufficiently from usual/normal whole wheat atta.

Target Audience:The specifics of the Target Audience for the brand in question is as follows:Female populationAge Group 25-44,SEC A,B,C, Regular users of Major Branded Packaged Atta brandsWho seek superior product quality at every stage of cooking and are willing to pay a price premium for the sameWho appreciate & enjoy the finer taste in food and various other aspects of life

To register the following key message in the TG's mind: Aashirvaad Select is made from the choicest Sharbati wheat grain which is the most superior variety of wheat The best wheat money can buy! Rotis made from Aashirvaad Select are incomparably soft and stay soft even hours after they are madeThe above given insights were given by the brand.Furthermore, the communication has to carry one over-arching message which aims at establishing the differentiation between Aashirvaad Select and other sharbati wheat atta brands like Pillsbury Gold.

What is unique to ITC is its 4000+ wheat sourcing centres across India and wide network of wheat experts, who work with the most seasoned farmers all year round.

Hence, only ITC is able to source the best Sharbati grains and it puts in immense effort to ensure only the best grade of Sharbati wheat goes into the making of Aashirvaad Select.

Thus the brand aims to achieve the following: To improve the 'Total Awareness' & 'Ever Tried' scores for Aashirvaad Select Also achieve good Imagery related responses-'Atta made from MP Sharbati Wheat' / 'Atta made from the most superior grade of wheat' To establish and re-iterate that Aashirvaad Atta is of supreme quality, just like Basmati is for Rice'

Factors to be considered:

To highlight the variant name Select and to avoid the mother brand name Aashirvaad from dominating it too much (which is the case with the current packaging)Enhance emphasis on the key product attribute - 100% MP Sharbati Atta Establish it as a separate, superior variant, different from Aashirvaad Popular by explicitly highlighting the key USPs of which differentiate it sufficiently from the normal whole wheat atta sold in the Aashirvaad portfolio.

2. ABOUT THE COMPANY

2.1 INTRODUCTION

Business of Ideas is a marketing consultancy firm started in 2010 Mr. Aditya Bhat is the Founder and CEO of the organisation.

It is a 14 member young team, which deals with Brands Amplification, Television Content IP creation, Events Conceptualisation, & Films Marketing. Business of Ideas believes in the philosophy of developing ideas and turning them into something truly exceptional. Through fresh thinking and detailed execution ideas are turned into measurable results.

Companys motto is to build powerful ideas that engage the many, not the few. The company offers the best of their services to the client, whereby creating an enduring, popular idea that solves a business problem, across channels and changes behaviour both- online and offline. The Television work includes many Advertiser Funded Programs for GEC Channels.

Times of India is the biggest client with whom the company works on 4 aspects namely: IPs, Medianet, Travel & Response. It is also the creative agency on board for executing their beauty Pageant, Femina Miss India, which they have being doing for the past 3 years.

Business of Ideas is the on-board Film Marketing Agency for Yash Raj Films, the biggest production house in the country. Others like TIPS films, Dharma are also major clients. CSR is a new stream that they are building and have worked with several organizations and individuals to create IP's that have a heart

Many such CSR driven IPs are in the pipeline in different stages of Ideation to execution for a varied spectrum of clients which includes corporate firms, Brands, Celebrities.

IPs and campaign thoughts have also been created by the company for Government bodies including the BMC and Mumbai Police.

The Company also specialises in Event Conceptualisation and Execution. These include promotional and On Ground activities for Films and Brands alike, Award shows, Plotline and creative insights for TV Shows, both Fiction and Reality TV. Other activities include: Creation of Innovative Above The Line (ATL) Campaign Ideas which create effective buzz about the varied products. Conceptualisation & Execution of Innovative Below The Line (BTL) Activities in order to engage the consumer and educate them about the benefits of the products.

Registered office Business of Ideas, 1003, Aangan Bldg, TV Chidambaram Marg, Sion Station, Sion East,Mumbai-400022 India Tel no: +91-22-65765556 Mobile no: +91-9004031134 Email: aditya@boideas.com Website: www.boideas.com

2.2 HISTORICAL DEVELOPMENT:

2010-The company was incorporated during the year by Mr. Aditya Bhat who is the Founder and CEO of the organization. In terms of the past body of work, the company has done many Brand Building initiatives for many conglomerates, the most recent being developing content for Reliance 4G brand Jio. It is also the creative agency on board for executing The Times of Indias beauty Pageant, Femina Miss India, which they have being doing for the past 3 years. CSR is a new stream that the company is building and has uptil now worked with several organizations and individuals to create IP's that have a heart. Most recent efforts include CSR initiatives for Celebrities and Brands alike.

The Company has an ongoing relationship with major players in all fields which includes Reliance, Yash Raj Films, Dharma Productions, Wizkraft, The Times Of India, Endemol, Jyothy Laboratories to name a few. 2.3 VISION AND MISSION OF THE COMPANYVISION: The vision of Business of Ideas is to grow into the best creative and content company in the world. MISSION: The mission of the company is to stimulate continuous 360 degree thinking in all fields of their business and to come up with innovative and relevant ideas.

2.4 LINES OF BUSINESS

Business of Prints: The company is the agency on board for Times Groups Medianet division. (The Biggest Conglomerates in Indian Media Industry) Apart from Media net, they also service other verticals within TOI International Travel & Response (IP creation and BTL plan for clients) Create Intellectual Properties and other brand solutions for the client Solely handle the Brand Integrations for India's Largest newspaper, Dainik Bhaskar on the digital platform Brand Integrations for Delhi Press Group, which has a wide range of magazines.

Business of TV: Create Original Non-fiction format & event properties for various General Entertainment Channels & niche Channels Have to their credit the maximum number of original formats on Indian television in the past 2 years in the GEC space Create Advertiser Funded Shows (AFPs) consisting of the following on all leading General Entertainment Channels in India- Star, Colors, Zee for Maruti, LG & Panasonic respectively. Consulted on content creation for Channel V and Star World Since the past 3 years, they have been involved with the execution of Femina Miss India-On ground (City Visits) & On Air (Sony Entertainment Television) Overall Activities: Conceptualize Advertiser Funded Programs Alternative Solutions for Ad avoidance Special Vignettes and smaller TV properties Televised IPs for various brands, which can be Annual properties for Brands. All these Customized and based on product Positioning and Marketing Objectives of the clients

Business of Cinema: Non-conventional marketing for the film. Low cost events, activities and promotions which create a lot of media buzz and generates a lot of word of mouth Multiple city visits for the film promotions They have in the past year done Players, Jodi Breakers,Aarakshan, Mere brother Ki dulhan, Band Bajaa Barat, Teri Meri Kahaani, Shirin Farad Ki Nikal Padi, Chakravyuh, Kya Supercool Hai Hum, Grand Masti, Jackpot, Dhoom 3, Shudh Desi Romance, Hassi Toh Phassi, Gunday, Bewakoofiyaan, Main Tera Hero and many other interesting films lined up in the next 6 months Most recent movies for which the Company has done film marketing are Rani Mukherji starrer Mardaani, and Parineeti chopras Daawat-e-Ishq

Business of Brands:

Work with Multiple departments of Reliance Industries Limited in capacity of Marketing Amplification agency / Communication Specialists for Reliance Digital, Reliance Trends, Reliance Brands, Reliance Vibrant and Reliance Malls Division. Have worked with companies across Industries (Automobile, Consumer Durable, FMCG, Banking and Retail) to suggest KEY marketing strategies across all platforms (ATL and BTL) A complete Integrated marketing Plan for Brands A recent few were, Society Tea, Baggit, Ponds etc. This firm also receives brand briefs from their Print, TV and Film Clients for the purpose of Brand Integration, recent ones were ITC, Good Knight, Hero Pleasure etc.

Business of Events: Product launches for brands across categories Events encompassing every aspect of entertainment In the past the company has conceptualized and executed Samsung S4 Launch In India, Brand Integration of Movie Promotion (Chotta Bheem) & Book Launch (Bugsie), Promotional Events for Reliance Digital Express A recent Event Conceptualised and Executed by this Company was the Mr. India pageant , which was a success and got media coverage in The Times of India and the TV channel Zoom

3. THE BUSINESS PROBLEM:

3.1 TASK ASSIGNED:

The Brief received from the client i.e. Delhi Press was for Brand Solutions and Integration for ITCs Aashirvaad Atta. The medium being print; an abundant range of magazines, especially women centric ones, most of the solutions provided and suggested are majorly print driven.The thoughts and Ideas suggested are based on the brief sent by Delhi Press and were rectified and polished to suit client needs.Listed below in brief are the solutions given to the clients and the thought and strategy behind them. As these Ideas are in conversion mode and are to be used by the client, the Ideas cannot be discussed in detail.Also, mentioned below are the communication objectives, the factors taken into consideration as mentioned by the brand.

The Objective:Aashirvaad is the No. 1 player in the Branded Atta segment in India. Its value added atta portfolio consists of a premium offering called Aashirvaad Select. Aashirvaad Select is made from 100% MP Sharbati wheat which is the most superior grade of wheat, grown only in Sehore region of Madhya Pradesh (constituting less than 1% of worlds wheat production). The speciality of this grain is its golden sheen, heavy weight and unbroken perfection.

Hence, dough made of Aashirvaad Select Atta absorbs more water while kneading and is completely non sticky. Rotis made out this Atta are delightfully soft & remain softer for longer. They offer a rich aroma and a sweetish taste, unlike any other offering in the market.

The Task: To generate extensive trials for Aashirvaad Select among Branded Atta uptraders, Premium Wheat users & Sharbati Atta users (who buy from Chakkis) by clearly establishing its differentiated & premium proposition through creating awareness about the unique Sharbati Wheat and its end benefits.

Key Factors:To highlight the variant name Select and to avoid the mother brand name Aashirvaad from dominating it too much (which is the case with the current packaging)Enhance emphasis on the key product attribute - 100% MP Sharbati Atta Establish it as a separate, superior variant, different from Aashirvaad Popular by explicitly highlighting the key USPs of which differentiate it sufficiently from the normal whole wheat atta sold in the Aashirvaad portfolio.To register the following key message in the TG's mind: Aashirvaad Select is made from the choicest Sharbati wheat grain which is the most superior variety of wheat The best wheat money can buy! Rotis made from Aashirvaad Select are incomparably soft and stay soft even hours after they are made

The brand aims to achieve the following: To improve the 'Total Awareness' & 'Ever Tried' scores for Aashirvaad Select Also achieve good Imagery related responses-'Atta made from MP Sharbati Wheat' / 'Atta made from the most superior grade of wheat' To establish and re-iterate that Aashirvaad Atta is of supreme quality, just like Basmati is for Rice'

Hence, the task now is to position Aashirvaad Select clearly as a premium-end offering from the house of Aashirvaad; establish it as a separate, superior variant, different from Aashirvaad Popular by explicitly highlighting the key USPs which differentiate it sufficiently from usual/normal whole wheat atta.

3.2 SWOT ANALYSIS

FEATURES v\s BENEFITS:

3.3 PRODUCT PORTFOLIO:

Customers Buying Behaviour: Convenience product Level of Involvement: Low InvolvementCore Product: Atta which is pure and provides better nutrition and tasteAugmented Product: Easy Availability and Brand assurance of ITC

3.4 SOLUTIONS PROVIDEDThe varied spectrum of Thoughts and Ideas provided as solutions to the client are as follows:THOUGHT 1: Sunehre Pal (Golden Moments)Aashirvaad Select Atta is made from 100% sharbati wheat harvested exclusively in 7 districts of Madhya Pradesh. The Wheat is said to have golden fields of wheat, thus giving each grain a golden sheen.This thought focusses consumer attention on the Golden colour of the atta, thus putting across the message of good quality assurance.The concept includes contestants sharing their experience via stories/entries about the Golden Moments they have spent with their familyA section in the magazine which discusses about the life of the families post the use of Aashirvaad Atta & how the wholesome goodness of the atta has helped the families get their mealtime blissInitial entries can be mock entries, unknown to the readers, thus encouraging them to send entries. Prizes and gifts can be given to the entries that best explain the role of Aashirvaad Atta in the Sunehre Pal that they spent.This will act as a motivator for readers to send in their entries.Media Vehicles:GrihshobhaWomans EraThese are magazines under Delhi press group. As mentioned before in this report. Grihshobha is a women centric magazine in 8 regional languages, while Womans Era is in English, thus focussing on the Target Group, i.e. Female population, Age- 25 to 44, Sec A, B, C.

THOUGHT 2: Then & Now

Functional differentiators always work well in promoting a product. A better strategy is to give an emotional touch to a functional differentiator for the purpose of marketing the product.This Idea consists of showcasing the edge that Aashirvaad Select Atta has over ordinary atta, albeit in an indirect way, through consumer storytelling.Stories will be published about women homemakers discussing the time pre and post the use of Aashirvaad Atta.The discussions will highlight the major changes in their cooking, family eating routines etc. In-turn showcasing the advantage in using Aashirvaad Atta as compared to Ordinary atta. Special features of the Atta will be highlighted in these discussions amongst women.Media Vehicles: GrihashobhaWomans Era.Alive

THOUGHT 3: Aaj ki Naari hai No.1

In the contemporary scenario, Women Empowerment is a topic that is bound to turn heads and make readers take notice. In todays world, women making it big in every field is a usual scenario on the urban front.Success stories of such milestone achievers would work as a brilliant motivating force for women in other sections of the society.Media Vehicles:GrihashobhaWomans EraAliveCaravanA section in the above mentioned magazines will be titled as Aaj ki Naari hai No.1. This section/beat of the magazine will recognise and felicitate women achievers from the country. Women who are talented, ambitious, and inspirational.The Women can be recognised and mentioned across various categories, i.e. Entrepreneurs, Politics, Defence, Survivors etc.

THOUGHT 4: Golden Sheen AwardsAward functions and felicitations create the kind of buzz that no other event can. Awards not only bring recognition to the award winners but also to the Brands that sponsor the event. The key is to match the Award objective to the Brand philosophy/ Distinguishing factors of the Brand.This Idea revolves around the context of Awards to felicitate excellence and achievements to the women of today in the country.The Awards can range across a variety of categories i.e. Politics, Sports, Arts, Science, Social Work, Dance, Films etc.The Awards would get a widespread Print coverage in Delhi Press Magazines. Felicitation in a special awards function laced with performances would create a buzz like no other.

THOUGHT 5: Chef Ki ZubaaniFor the purpose of this Idea, a well-known Celebrity Chef has to be roped in for their expertise. A section in Magazines of Delhi Press will feature recipes and cooking tips by this Celebrity Chef.The recipes and cooking tips would feature the use of Aashirvaad Atta and its variants. Various features and differentiators of the brand will be highlighted using the section and the Chefs expert opinion, thus endorsing Aashirvaad Atta variants to the readers.The section will feature in every issue of magazines mentioned. These write-ups will emphasise on the features of Aashirvaad atta and how is it more beneficial as compared to Ordinary Atta.Media Vehicles: Grihshobha, Womans Era

THOUGHT 6: Aashirvaad Soft and Sweet Women

Women in every relationship dynamic have the image of the person who nurtures and takes care of the people around. This attribute is linked to sweetness to the sharbati taste of Aashirvaad AttaThrough entries readers will be asked to share their feelings of appreciation towards these women in their life, be it their mothers, wives, friends, sisters, teachers, secretaries etc.A few mock entries about regular everyday women in the above mentioned roles will be put up to encourage readers to send in their entries. Also a few celebrity examples of a similar nature will be put in for the readers to relate with.Media Vehicles:GrihashobhaWomans EraAlive

THOUGHT 7: National Atta Face-Off

A blind test where people will taste rotis made out of various Ordinary atta available and the ones made out of Aashirvaad would be their apparent choice. They would prefer the soft rotis made out of Aashirvaad Atta and would prefer the sharbati taste that they have over othersThis event will have extensive coverage in Delhi Press magazines. A mock market research result can be put up to unveil that Atta, which is the choice of IndiaMedia Vehicles:AliveGrihashobhaWomans Era

THOUGHT 8: Dr. Healthy

A mascot\fictional character helps readers and audience to relate better to the brand personality. This character can either endorse the Brand or relate to the TG with regards to the Brand offerings.In this Idea, a fictional character Dr. Healthy is created. Dr. Healthy is a nutritionist and dietician. He would regularly appear in issues of Delhi Press Magazines.Apart from tips about a balanced diet, and nutrition tip of the day, Dr. Healthy will focus on healthy styles of eating, correct proportion of food. He will also focus on the importance of wheat in our diets.The Articles would also feature the nutritional value and added benefits of Aashirvaad Select Atta, thus promoting the product.Media Vehicles:GrihashobhaWomans EraAlive

THOUGHT 9: Ab Kis Kaam Ki Chakki

Indian tradition involves wheat grains to be stored in bulk at home and then to grind it in a chakki to get flour for roti.As Aashirvaad Atta puts an end to that facet of life , the Chakki is deemed useless This will be an interactive activity in the magazine wherein people will be asked to suggest different innovative use of CHAKKI as it is now out of use.courtesy: Aashirvaad Select AttaThe most innovative and appealing answers stand a chance to win a lucky prize from Aashirvaad Atta.Answers can be on the lines of: use chakki as energy source, I grind my stress in my chakki now etc.Media Vehicles:GrihashobhaWomans era

4. LEARNINGS AND KEY TAKEAWAYS:

The above mentioned collection of Ideas are the ones shortlisted after brainstorming and discussions with the client. The following was learnt in due course while doing this project:

1) Research: Secondary market research for the brand and medium is crucial to understand current market position, prices, packaging etc.

2) Competitor mapping: Mapping competitors hold and position in the market is a crucial aspect as far as Brand Solutions and Integrations are concerned

3) Brand Philosophy: It is imperative to know the Brand philosophy in order to integrate the Brand in a particular medium. Integration for the Brand depends on the Brand philosophy, which defines the TG, stakeholders, and decision makers

4) Mode of Business: The methodology and functioning of the companys dealing process, its client servicing approach were understood during the due course of the project

5) Pitching an Idea: The most crucial part of obtaining business for the company is impressing the client about the Marketing Idea in discussion, for this purpose the packaging, i.e. the way the Idea is presented is important.

6) Creativity: The more it is pushed, the more the brain helps think put of the box. This quality was encouraged and nurtured at Business of Ideas. The Business of the company is selling ideas and providing solutions, thus making creativity the biggest asset and an important quality

5. REFERENCES:

Brief provided by client proved to be a great source of reference http://www.aashirvaad.com/Aashirvaad-Atta.aspx http://shaktibhog.tradeindia.com/ http://articles.economictimes.indiatimes.com/2011-04-12/news/29409932_1_punjab-mandis-quintal-bumper-wheat-crop http://www.itcportal.com/businesses/fmcg/foods/aashirvaad.aspx http://articles.economictimes.indiatimes.com/keyword/aashirvaad http://delhipress.in/product.aspx

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