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Group-6Shubhra BundelaShubhra Bundela• Samiksha LohiaSamiksha Lohia• Zarina YunusZarina Yunus• Shelley SahaShelley Saha• S...
Flow of The Presentation
About The CauseBackgroundBackground
ABOUT USCOMMUNICATION FOR CREDIBILITY
About AircelParent CompanyMaxis Communications; Apollo HospitalCategoryMobile service providerSectorTelecommunicationTagli...
Why Save the TigersWe are a telecom company. Mobile phones reach people. We saw an opportunity tocreate awareness amongst ...
Strength Subscriber base over 27mnWeakness 1.Profitability is an issue2.Lack of advertising3.Low brand visibilityOpportuni...
Save the tiger Campaigns2009-10• In collaboration with WWFIndia• Digitalized Campaign• 2.3 million likes on facebookpage• ...
Brand Connect
Save The Tigers-2013- by Iris pr• Starts in January with RoundTable Conference and Press Releasewith the earlier campaigns...
PR ObjectiveNational awareness andencouragement of people to save ournational pride-initiative by Aircel
Target AudienceSTUDENTSSTUDENTS a. Collegeb. SchoolGovernmenta. Prime Ministerb. Ministry of Environment &Forestsc. Minist...
Contd...Rural – Areas near Tiger ReservesNGOs Animal ActivistsWWFKey Opinion Leaders Media HousesWildlife PhotographersDis...
Stakeholder MappingPower - ability toinfluenceInterest - they can beactive or passiveAttitude – they can‘back’ (support)or...
Stakeholder Mapping
Stakeholder Mapping
SaboteurSaviorTimeBombFriendSleepingGiantIrritantTrip WireAcquaintanceHigh PriorityMedium PriorityMedium PriorityLow Prior...
SaviorsGovernment:Ministry of TribalMinistry of Rural DevelopmentMinistry of Environment andForestDeputy Forest OfficersOf...
SaboteursPoachersTiger TrafficersHigh Priority
Medium PriorityFriendsGovernment:Ministry of TourismTiger Protection ForceRapid Response UnitsPETAActivists
Medium PriorityIrritantVillages
KOLsGovernment•Manmohan Singh, Prime Minister•Smt. Bina Kak, Chief Minister, Rajasthan•Smt. Jayanti Natrajan, Environment ...
KOLsFilm &Celebrities•Shekhar Dadatri, Documentary Filmmaker of “Truth about Tigers”•M.S. Dhoni, Brand Ambassador, Aircel•...
Public RelationsPublic RelationsMediums Available
Why PR?
Target Audience-Youth
Online Tactics• Online Contests-Twitter Trends#VacationInJungle#IfTigersGetExtinct#SaveThePride• Facebook Engagement• Vide...
24thJanuary,2013RoundTable ConferenceOur Honourable GuestsShri. S. Jaipal Reddy,Hon. Minister of Science & Technology& Ear...
No. Elements Particulars Cost (Rs.)1 Venue Tivoli Gardens80,000 (inc.all facilities)2 Press invites (40)Printing andsendin...
No. Elements Particulars Cost (Rs.)6 Refreshments Lunch 20,0007 Press Kits(30)Press release,factsheets, profile30,0008 Mem...
PROJECT-ROAR
ELEMENTS DETAILSVENUE Delli Haat / Rs. 20,000LICENCES ETO & DCP, MCDTechnical1,00,000Sound & LightsCREATIVE FESS1,00,000Po...
Road Trip• 30thMay, 2013• A bus leaves from Dilli Haat at 5 a.m.• Bittu Sehgal – Wildlife Journalist• Balmiki Thakur – Act...
Sariska/Udaipur/RanthamboreDay 1, Day 2
30thMay,2013• Reaching Sariska Wildlife Sanctuary and Udaipur• Event with the local artists and contestants• Call local me...
31stMay, Udaipur• Sajjangarh- KavitaGoyundaTeetri• Kumbhalgarh•Other surrounded villages & tribes1stJune, Ranthambore
2ndJune, JaipurPress Conference followed felicitation ceremonyat Jawahar Kala Kendra.Guests- KOLs1.Smt.Bina Kak2. Bittu Sa...
Budget• Travelling- Bus( 50 )= Rs.5,00,000• Accommodation= Rs.4,00,000• Food and beverages= Rs.2,00,000• Paid to the Local...
Security Issues• Tight Security• Helpline numbers• Fire Extinguishers
Proper Media Tracking•All important journalists invited•Press releases sent to the absent journalists•Follow up
Technical Issues•Additional Generators/Inverters in case of power cut•Technicians availability•Back up of important files•...
•Prof. Ramola Kumar•Mr.Samir Sir•Ms.Rupanjali Lahiri• Mrs. Geetika Lidder•PG 17 – Sagar, Archita, Himani• PG 18
Save the Tiger - The Delhi School of Communication
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Save the Tiger - The Delhi School of Communication

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Transcript of "Save the Tiger - The Delhi School of Communication"

  1. 1. Group-6Shubhra BundelaShubhra Bundela• Samiksha LohiaSamiksha Lohia• Zarina YunusZarina Yunus• Shelley SahaShelley Saha• Sonal GeraSonal Gera• Souma MukherjeeSouma Mukherjee
  2. 2. Flow of The Presentation
  3. 3. About The CauseBackgroundBackground
  4. 4. ABOUT USCOMMUNICATION FOR CREDIBILITY
  5. 5. About AircelParent CompanyMaxis Communications; Apollo HospitalCategoryMobile service providerSectorTelecommunicationTagline/ SlogansYour World of possibilitiesUSPSimplicity and the ‘boy next door’ image; cricket connect
  6. 6. Why Save the TigersWe are a telecom company. Mobile phones reach people. We saw an opportunity tocreate awareness amongst people to‘ Save the Tiger’. At the rate we are going , two years from now even the 1411 will perish.Nobody seems to bother! If we don’t act now, we will loose all the tigers in the wid.- Sandeep Das, Director In-chargeof Indian Operation Aircel Ltd.,in an e-mail interview in hardnews media in 2010
  7. 7. Strength Subscriber base over 27mnWeakness 1.Profitability is an issue2.Lack of advertising3.Low brand visibilityOpportunity 1.Fast expanding cellular market2.Latest and low cost technology3.Untapped rural market4.Value added servicesThreats 1.Competitors low price offering2. Saturation point in Basic telephony serviceSWOT of Aircel
  8. 8. Save the tiger Campaigns2009-10• In collaboration with WWFIndia• Digitalized Campaign• 2.3 million likes on facebookpage• 1,55,923 people joined thecause in their officialwebsite• Support initiative fund2010-2011-2012• Partnered with NDTV alongwith the SanctuaryMagazine and the WildlifeConservation Trust• Multimedia Campaign• 12-hour Telethon• 5.81 in 2011-12
  9. 9. Brand Connect
  10. 10. Save The Tigers-2013- by Iris pr• Starts in January with RoundTable Conference and Press Releasewith the earlier campaigns• Revamp online media• Roar (Replenish Our Ailing Resources)- Engagements/ Contests• RoadTrip• Going to where its affected from- Rural andTribal India• Awards to real saviours
  11. 11. PR ObjectiveNational awareness andencouragement of people to save ournational pride-initiative by Aircel
  12. 12. Target AudienceSTUDENTSSTUDENTS a. Collegeb. SchoolGovernmenta. Prime Ministerb. Ministry of Environment &Forestsc. Ministry of Tourismd. Ministry of Rural Developmente. Ministry of Tribal Affairs
  13. 13. Contd...Rural – Areas near Tiger ReservesNGOs Animal ActivistsWWFKey Opinion Leaders Media HousesWildlife PhotographersDiscovery/National GeographicWildlife Magazines
  14. 14. Stakeholder MappingPower - ability toinfluenceInterest - they can beactive or passiveAttitude – they can‘back’ (support)or ‘block’ (resist).
  15. 15. Stakeholder Mapping
  16. 16. Stakeholder Mapping
  17. 17. SaboteurSaviorTimeBombFriendSleepingGiantIrritantTrip WireAcquaintanceHigh PriorityMedium PriorityMedium PriorityLow PriorityLow PriorityStakeholder Mapping
  18. 18. SaviorsGovernment:Ministry of TribalMinistry of Rural DevelopmentMinistry of Environment andForestDeputy Forest OfficersOfficers – Wildlife SanctuariesScientistsZoologistsHigh Priority
  19. 19. SaboteursPoachersTiger TrafficersHigh Priority
  20. 20. Medium PriorityFriendsGovernment:Ministry of TourismTiger Protection ForceRapid Response UnitsPETAActivists
  21. 21. Medium PriorityIrritantVillages
  22. 22. KOLsGovernment•Manmohan Singh, Prime Minister•Smt. Bina Kak, Chief Minister, Rajasthan•Smt. Jayanti Natrajan, Environment Minister•Shri Jairam Ramesh, Minister of RuralDevelopment and Ex-Environment Minister•Kishore Chandra Deo, Tribal Minister•Chiranjivi, Minister of TourismOthersMember Secretary, National TigerConservation Authority•Khap Panchayat
  23. 23. KOLsFilm &Celebrities•Shekhar Dadatri, Documentary Filmmaker of “Truth about Tigers”•M.S. Dhoni, Brand Ambassador, Aircel•Baichunh Bhutia, Football Player•Rahul Dravid, Cricketer•Amitabh Bachan, ActorScientists•Dr. Raman Chandawat, Scientist, PannaReserve•Dr. Ulhas Karat, ScientistActivists &Supporters•Bilanda Ryat, Social Activist•Balmiki Thakur, Activist•Bittu Sehgal, Wildlife Journalist
  24. 24. Public RelationsPublic RelationsMediums Available
  25. 25. Why PR?
  26. 26. Target Audience-Youth
  27. 27. Online Tactics• Online Contests-Twitter Trends#VacationInJungle#IfTigersGetExtinct#SaveThePride• Facebook Engagement• Videos onYoutube• Facebook Updates about tiger reserves• Articles of different D.F.O’s in save the tigers page
  28. 28. 24thJanuary,2013RoundTable ConferenceOur Honourable GuestsShri. S. Jaipal Reddy,Hon. Minister of Science & Technology& Earth Sciences,Smt. Jayanti Natrajan,Hon. Minister of Environment & ForestDr. Ulhas Karat,Scientist.Media Journalists,Environmentalist& Forest Officials AgendaAgendaImbalance in the ecosystemBreedingConservationIndian Heritage
  29. 29. No. Elements Particulars Cost (Rs.)1 Venue Tivoli Gardens80,000 (inc.all facilities)2 Press invites (40)Printing andsending2,8003 Travel Vehicles for guests 10,0004 DecorBanners,Backdrop, flowers30,0005 Photography Photographer 7,000
  30. 30. No. Elements Particulars Cost (Rs.)6 Refreshments Lunch 20,0007 Press Kits(30)Press release,factsheets, profile30,0008 Memento (30) Gifts 20,0009 Visual Equipments Projector, Laptop 12,00010OtherarrangementsLabour, material 15,000Total 2,26,800
  31. 31. PROJECT-ROAR
  32. 32. ELEMENTS DETAILSVENUE Delli Haat / Rs. 20,000LICENCES ETO & DCP, MCDTechnical1,00,000Sound & LightsCREATIVE FESS1,00,000Poster,pamphlet,brochure,backdrop,ticket,print adsMANPOWER1,00,000Publicity tenure, concert date, calling,runners, over all co-ordinationSouvenir100000For Kol’s and contestantsPRINTING & PRODUCTION2,00,000Backdrop, poster, pamphlet, ticket,brochure, stage set upPUBLICITY & PR5,00,000Online tie-up, radio tie-up, tv tie-up,print, coverage pre & post eventTRANSPORT10,000Over all co-ordination for abovementionedARTIST MANAGEMENT50,000RJ to MC the show
  33. 33. Road Trip• 30thMay, 2013• A bus leaves from Dilli Haat at 5 a.m.• Bittu Sehgal – Wildlife Journalist• Balmiki Thakur – Activist• 10 people from Online Competitions• 2 Nukkad Naatak Groups ( 7 members each)• 10 Wildlife Photographers and artists• Management team from Aircel and Iris PR
  34. 34. Sariska/Udaipur/RanthamboreDay 1, Day 2
  35. 35. 30thMay,2013• Reaching Sariska Wildlife Sanctuary and Udaipur• Event with the local artists and contestants• Call local media- Print- Madadgaar, Pratigya, Rajasthan Patrika ,Dainik Bhaskar, Praatahkaal.Broadcast- Mewad channel, Etv Rajasthan, Ndtv.Digital-Facebook updates, Videos
  36. 36. 31stMay, Udaipur• Sajjangarh- KavitaGoyundaTeetri• Kumbhalgarh•Other surrounded villages & tribes1stJune, Ranthambore
  37. 37. 2ndJune, JaipurPress Conference followed felicitation ceremonyat Jawahar Kala Kendra.Guests- KOLs1.Smt.Bina Kak2. Bittu Saigal3. Balmiki Thakur4. Irfan Khan5. Swarup Khan ( Indian Idol-6)6. Bagha Dance7.Khap Panchayat8.D.F.O.’s9.Ministry of Rajasthan
  38. 38. Budget• Travelling- Bus( 50 )= Rs.5,00,000• Accommodation= Rs.4,00,000• Food and beverages= Rs.2,00,000• Paid to the Local Artists= Rs.100000• Technical Expenses= Rs. 200000• Security= Rs.50000• Backdrops= Rs. 50000• Souvenirs= Rs. 100000• Refreshments= Rs. 60000• Press Kits = Rs. 40000• Invites = Rs. 5000• Cabs for Media people = Rs.20000• Phone bill = Rs. 20000• Campaign Badges = Rs. 20000• Cabs for D.F.O.s = Rs 20000• Swaroop Khan = Rs. 15,000Total= Rs. 18,00,000
  39. 39. Security Issues• Tight Security• Helpline numbers• Fire Extinguishers
  40. 40. Proper Media Tracking•All important journalists invited•Press releases sent to the absent journalists•Follow up
  41. 41. Technical Issues•Additional Generators/Inverters in case of power cut•Technicians availability•Back up of important files• Transport options
  42. 42. •Prof. Ramola Kumar•Mr.Samir Sir•Ms.Rupanjali Lahiri• Mrs. Geetika Lidder•PG 17 – Sagar, Archita, Himani• PG 18
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