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'Save the Girl Child' Integrated Marketing Campaign prepared by Academic Group 8 of the Marketing Management Class of 2012, SP Jain Institute of Management and Research

'Save the Girl Child' Integrated Marketing Campaign prepared by Academic Group 8 of the Marketing Management Class of 2012, SP Jain Institute of Management and Research

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  • TVC

Spjimr imc ffi_group 8 Spjimr imc ffi_group 8 Presentation Transcript

  • Fight against female foeticide and infanticide
    Campaign for
    UK-US Pvt. Ltd.
    UditaKinnar –UmangSidharth
  • Road Map
    • TA Insights (The Aha Tree)
    • Communication Objectives
    • Communication Ideas Considered
    • Our Campaign
    • Timelines for implementation
    • Financials
    • Campaign Effectiveness Measurement
  • Deep Inside the TA
    Those who commit foeticide site society and social pressures as justification for committing the crime.
    Female foeticide is prevalent among rich & poor while female infanticide is prevalent only among poor.
    People who commit female foeticide & infanticide do not feel any remorse or guilt for their actions.
  • Way to the Communication Idea
    • What’s the obvious truth the campaign should own?
    Death of a child invariably pains the family and hurts society as a whole
    • Therefore, what business are we really in?
    Igniting pang of guilt in those who commit sex selective foeticide/infanticide as well as society which passively reinforces wrongful notions.
    • At whom is the campaign aimed at?
    Everyone who is associated (directly or peripherally) with Female Foeticide and Infanticide
    • Three adjectives that describe the campaign
    Aggressive, inspiring introspection, hopeful
  • Campaign Objectives (½)
  • Campaign Objectives (2/2)
  • Communication Ideas Considered
    Reinforce “The Girl is Good”
    • Positive Approach
    • Aim is Attitude Change
    • Primary Approach Taken by Ladli followed by a Signature campaign
    • Too Passive
    • Inspires No Ownership
    • Deals with a Social Change
  • Communication Ideas Considered
    Portray a “World without Men”
    • Fear Approach
    • Aim – Scare the viewer into accepting girl children
    • Approach taken by movies like Matrubhoomi: A Nation Without Women (2003)
    • Time between birth of a child and marriage is too distant to hit hard
    • No ownership
    • Attitude of Denial “This will never happen to me”
  • Communication Ideas Considered
    Visceral images of killing a Girl Child
    • Visceral Approach creates aversion to cause
    • Creates dissonance Results in viewer Switching-off from ads
    • Ensures No-Buzz around the campaign
    • Gory Approach
    • Aim – Uncover the Cruelty of foeticide and infanticide
    • Approach taken by NGOs like Cehat and adhar
  • Communication Ideas Considered
    You are a Murderer
    • Accusatory Approach
    • Aim – Condemning their act of killing a girl child
    • As per our insight people don’t feel guilty and justify their actions in multiple ways
    • Simply condemning them is counter productive
  • Communication Ideas Considered
    Adoption Centres
    • Solution Providing Approach
    • Aim- Give them ways they can get away with kid without killing her
    • Could also get couples with no children adopt these girls
    • Doesn’t works to change the basic societal attitude
    • People don’t like to come in public and admit it and thus it may not work
  • Our Campaign
    Project – “Umang”
    CALL FOR ACTION
    ENGAGE
    ATTACK
  • Phase – I “ATTACK”
    Teaser – OOH
    Billboards
    Standees
    Social Media
  • Phase – I “ATTACK”
    Teaser – OOH
    Billboards
    Standees
    Social Media
    Impact
    Social Media
    OOH
    TVC
    Print
  • Phase – II “ENGAGE”
    Build Up to International Girl Child Day
    TVC
    Co-Branding
    Print
    Social Media
  • Telethon Promotion
  • बालिका बला नहीं  है...
    ना वोह अबला है…
     हाथ  बढाइये 
     उसका भविष्य सबल बनाइये…
     हाथबटाईए
    Telethon TVC Story Board (1/2)
  • Telethon TVC Story Board (2/2)
  • Co-branded Promotions
  • Phase – II “ENGAGE”
    Build Up to International Girl Child Day
    TVC
    Print
    Social Media
    Telethon on International Girl Child Day
    Support- Amitabh, Priyanka
    Social Media
    NDTV India
  • Phase – III “CALL FOR ACTION”
    Informational Campaign
    Mobile Road show
    Telecast on NDTV
    Social Media
  • आपके सहारे के लिए हम आपका शुक्रियादा करना चाहते हैं!
    अब अपने शहरों और गांवो मे UMANG BUS की प्रतीक्षा करें 
    Umang Bus TVC Story Board
  • Phase – III “CALL FOR ACTION”
    OOH on Umang Bus
  • Phase – III “CALL FOR ACTION”
    Informational Campaign
    Mobile Road show
    Telecast on NDTV
    Social Media
    Wrap - UP
    Feedback
    Experience Sharing
    Best of Campaign
  • Timeline of Implementation
  • IMC Campaign cost breakdown
    Telethon costs will be borne by TV partner
  • Campaign Effectiveness Measurement
  • Thank You