Case study by lets intern [v] nokia indiafest

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Conceptualizing, marketing and executing IndiaFest ‘13
LetsIntern built & managed a forceful network of 300+ ‘IndiaFest Campus Managers’ recruited specifically with fest experience in colleges, from across 15 cities.
INDIA’s BIGGEST EVER YOUTH FESTIVAL!

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Case study by lets intern [v] nokia indiafest

  1. 1. India’s largest Inter-collegiate festivalSupported By Title sponsor Multiplex Sponsor Prize Sponsor
  2. 2. Objective: Conceptualizing, marketing and executing IndiaFest ‘12 LetsIntern built & managed a forceful network of 300+The LI ‘IndiaFest Campus Managers’ recruited specificallySolution: with fest experience in colleges, from across 15 cities.Results: INDIA’s BIGGEST EVER YOUTH FESTIVAL!
  3. 3. Objectives: EFFECTIVE PENETRATION INTO CAMPUS: Effective penetration of IndiaFest into colleges by building a Peer to Peer Marketing channel (Highest on Effectiveness and Conversions) CAMPUS MANAGER NETWORK: Building an exclusive and dynamic network of [v] Reps & IndiaFest Campus Managers (CMs) across the targeted 12 Cities. STRUCTURE: To conceptualize and structure IndiaFest 2012 including all events, Mini Indiafests and Zonals. UNIQUENESS: Ensuring Indiafest is an unique event (different from other fests) MEASUREABLE MILESTONES: Generate Measurable Deliverables at each phase of the campaign
  4. 4. Campus Manager Programme: Pan India Campus Manager Campaign designed for unique and unparalleled Youth Brand Activation. Key Aspect : Choosing the right influencer!Who ?•Active in college cultural fests, experience as organizing teams•Aware of college ground reality•Direct access inside colleges/classrooms•Large social networks•Proven leadership experience
  5. 5. PROFILES OF SAMPLE INTERNS SELECTED FOR THE PROJECT Swapnil Ketan, SPIT, Mumbai Sardar Patel Institute of Technology. No of Friends on FB- 640 Debate Head of CollegeRisheeta Agarwal- St.Xavier’s, Mumbai. No of Friends on FB- 870Started an event management company Esha Alvi, School of Fashion Technology, Pune No of Friends on FB- 900+ Fashion Designer and Concuil Vice president Aneesh Prasad, SRM, Chennai. No of Friends on FB- 1100+ Photographer and Motion picture expert.
  6. 6. 300 such IndiaFest Interns appointed by LetsIntern across the top 250 colleges to drive student and audience participation!• Mumbai • Manipal • Kolkata• Pune • Jaipur • Cochin• Delhi • Chandigarh • Ludhiana• Bangalore • Goa • Bhopal• Chennai • Shillong • Lucknow• Hyderabad • Indore • Bhubaneshwar• Ahmedabad • Surat
  7. 7. On-campus Promotion Content support Digital ActivationFest tie-ups College PermissionsOn-ground WoMcoordination Targeted approach32 Events conceptualized Jury & artist management
  8. 8. Mini IndiaFests 60 Campus Managers ; 100+ Colleges DELHI 20 Events; 2800 Footfall. Performances by Faridkot & Themclones MUMBAI50 Campus Managers; 60+ Colleges20 Events; 1700 Footfall. Performances by Faridkot & Bhayanak Maut
  9. 9. DELHIMUMBAI
  10. 10. KOLKATA 30 Campus Managers ; 25+ Colleges targeted 18 Events; 1600 Footfall. Performances by Faridkot & Cassini’s Division CHENNAI30 Campus Managers ; 18+ Colleges19 Events; 2100 Footfall.Performances by Molotov Cocktail & Reverse Polarity
  11. 11. KOLKATACHENNAI
  12. 12. Zonals:• Guhwati 10 Campus Managers; 10+ Colleges; 7 Events; 500 Footfall.• Pune - 20 Campus Managers; 21+ Colleges; 16 Events; 950 Footfall.
  13. 13. • Chandigarh - 25 Campus Managers; 20+ Colleges; 16 events; 850 Footfall.• Goa - 47 Campus Managers; 15+ Colleges; 6 events; 600 Footfall• Bangalore - 10 Campus Managers; 15+ Colleges; 15 Events; 500 Footfall
  14. 14. LetsIntern IndiaFest Interns CMs70605040302010 0
  15. 15. AUDIENCE FOOTFALL300025002000 Footfall15001000 500 0
  16. 16. Goa Finale- 27th and 28th Jan 20122012
  17. 17. Goa Finale Facts & Figures:No of Events : 30Participants :1450Footfall (audience) :14000+
  18. 18. Overall Targets AchievedCM’s 250 300Footfall 6000 12000+Registrations 1,00,000 86,000+Participants 10,000 13,000 +Zonal Events 80 125+Competitions 20 30Finale Participation 1000 1400+
  19. 19. and we retained Indiafest 2013
  20. 20. Thanking You For queries, reach us atRishabh Gupta : rishabh.gupta@letsintern.comPranay Swarup : pranay.swarup@letsintern.com

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