Spjimr imc ffi_group 8

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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

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  • TVC
  • Spjimr imc ffi_group 8

    1. 1. Fight against female foeticide and infanticide<br />Campaign for <br />UK-US Pvt. Ltd.<br />UditaKinnar –UmangSidharth<br />
    2. 2. Road Map<br /><ul><li>TA Insights (The Aha Tree)
    3. 3. Communication Objectives
    4. 4. Communication Ideas Considered
    5. 5. Our Campaign
    6. 6. Timelines for implementation
    7. 7. Financials
    8. 8. Campaign Effectiveness Measurement</li></li></ul><li>Deep Inside the TA<br />Those who commit foeticide site society and social pressures as justification for committing the crime.<br />Female foeticide is prevalent among rich & poor while female infanticide is prevalent only among poor. <br />People who commit female foeticide & infanticide do not feel any remorse or guilt for their actions.<br />
    9. 9. Way to the Communication Idea<br /><ul><li>What’s the obvious truth the campaign should own?</li></ul> Death of a child invariably pains the family and hurts society as a whole<br /><ul><li>Therefore, what business are we really in?</li></ul> Igniting pang of guilt in those who commit sex selective foeticide/infanticide as well as society which passively reinforces wrongful notions.<br /><ul><li>At whom is the campaign aimed at?</li></ul> Everyone who is associated (directly or peripherally) with Female Foeticide and Infanticide<br /><ul><li>Three adjectives that describe the campaign</li></ul>Aggressive, inspiring introspection, hopeful<br />
    10. 10. Campaign Objectives (½)<br />
    11. 11. Campaign Objectives (2/2)<br />
    12. 12. Communication Ideas Considered<br />Reinforce “The Girl is Good”<br /><ul><li>Positive Approach
    13. 13. Aim is Attitude Change
    14. 14. Primary Approach Taken by Ladli followed by a Signature campaign
    15. 15. Too Passive
    16. 16. Inspires No Ownership
    17. 17. Deals with a Social Change</li></li></ul><li>Communication Ideas Considered<br />Portray a “World without Men”<br /><ul><li>Fear Approach
    18. 18. Aim – Scare the viewer into accepting girl children
    19. 19. Approach taken by movies like Matrubhoomi: A Nation Without Women (2003)
    20. 20. Time between birth of a child and marriage is too distant to hit hard
    21. 21. No ownership
    22. 22. Attitude of Denial “This will never happen to me”</li></li></ul><li>Communication Ideas Considered<br />Visceral images of killing a Girl Child<br /><ul><li>Visceral Approach creates aversion to cause
    23. 23. Creates dissonance Results in viewer Switching-off from ads
    24. 24. Ensures No-Buzz around the campaign
    25. 25. Gory Approach
    26. 26. Aim – Uncover the Cruelty of foeticide and infanticide
    27. 27. Approach taken by NGOs like Cehat and adhar</li></li></ul><li>Communication Ideas Considered<br />You are a Murderer<br /><ul><li>Accusatory Approach
    28. 28. Aim – Condemning their act of killing a girl child
    29. 29. As per our insight people don’t feel guilty and justify their actions in multiple ways
    30. 30. Simply condemning them is counter productive</li></li></ul><li>Communication Ideas Considered<br />Adoption Centres<br /><ul><li>Solution Providing Approach
    31. 31. Aim- Give them ways they can get away with kid without killing her
    32. 32. Could also get couples with no children adopt these girls
    33. 33. Doesn’t works to change the basic societal attitude
    34. 34. People don’t like to come in public and admit it and thus it may not work</li></li></ul><li>Our Campaign<br />Project – “Umang”<br />CALL FOR ACTION<br />ENGAGE<br />ATTACK<br />
    35. 35. Phase – I “ATTACK”<br />Teaser – OOH <br />Billboards<br />Standees<br />Social Media<br />
    36. 36.
    37. 37. Phase – I “ATTACK”<br />Teaser – OOH <br />Billboards<br />Standees<br />Social Media<br />Impact<br />Social Media<br />OOH<br />TVC<br />Print<br />
    38. 38. Phase – II “ENGAGE”<br />Build Up to International Girl Child Day<br />TVC<br />Co-Branding<br />Print<br />Social Media<br />
    39. 39. Telethon Promotion<br />
    40. 40. बालिका बला नहीं  है...<br />ना वोह अबला है…<br /> हाथ  बढाइये <br /> उसका भविष्य सबल बनाइये… <br /> हाथबटाईए <br />Telethon TVC Story Board (1/2)<br />
    41. 41. Telethon TVC Story Board (2/2)<br />
    42. 42. Co-branded Promotions<br />
    43. 43. Phase – II “ENGAGE”<br />Build Up to International Girl Child Day<br />TVC<br />Print<br />Social Media<br />Telethon on International Girl Child Day<br />Support- Amitabh, Priyanka<br />Social Media<br />NDTV India<br />
    44. 44. Phase – III “CALL FOR ACTION”<br />Informational Campaign<br />Mobile Road show <br />Telecast on NDTV <br />Social Media<br />
    45. 45. आपके सहारे के लिए हम आपका शुक्रियादा करना चाहते हैं!<br />अब अपने शहरों और गांवो मे UMANG BUS की प्रतीक्षा करें <br />Umang Bus TVC Story Board<br />
    46. 46. Phase – III “CALL FOR ACTION”<br />OOH on Umang Bus<br />
    47. 47. Phase – III “CALL FOR ACTION”<br />Informational Campaign<br />Mobile Road show <br />Telecast on NDTV <br />Social Media<br />Wrap - UP<br />Feedback<br />Experience Sharing<br />Best of Campaign<br />
    48. 48. Timeline of Implementation<br />
    49. 49. IMC Campaign cost breakdown<br />Telethon costs will be borne by TV partner<br />
    50. 50. Campaign Effectiveness Measurement<br />
    51. 51. Thank You<br />

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