Tyt 2012- WAN IFRA

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  • Alok sir have to talk on each point. If I put slides it will be a big case study. Lets just show the results after this slide.
  • We will have to talk about clutter in ads, and how an average human being is bombarded with advertising daily.
  • Please increase one or two slides if the ads are not coming on a single slide, do include Sonata torch innovation on a single page though…
  • Kindly check the mission and vision statement, they have been written by me, as per my understanding.
  • I am here to share a decision with you all wonderful people. We took a decision as a team to change a few things. I will describe the whole story in detail at the end of this presentation, (DISCUSS THE POINTERS ON THE SLIDE) before the whole thing starts let me set the grounds by introducing the purpose of my being here, the purpose of us talking in detail and purpose of any media…
  • The fonts change here onwards and it is on purpose….it’s a different story from the previous all slides hence changed font and styling
  • Let’s discuss these two phenomenon across globe – take a larger view…in next few slides talk about these two problems across globe…narrow down to india whenever necessary
  • Tyt 2012- WAN IFRA

    1. 1. ASIA-PACIFIC YOUNG READER SUMMIT 2012 TOTAL YOUTH THINK ASIA PACIFIC YOUNG READER SUMMIT 2012 Presentation By – Sheetal Arora BDM, i next, Jagran Prakashan Ltd., India.
    2. 2. ASIA-PACIFIC YOUNG READER SUMMIT 2012 Reach 12 Cities 4 States 1 Language We cover 9 out of all 26 tier II cities of India. Dehradun Meerut Bareilly Lucknow Gorakhpur Agra Patna Kanpur Varanasi Allahabad Ranchi Jamshedpur
    3. 3. What is i next COMPACT IN SIZE URBANE FUN Bilingual FormalSerious City centric Lifestyle Living in metros Living in mini metros ASPIRINGYoung at heart THE POSITIONING All Adults (Above 18) Non conformist Political THE TARGET THE PRODUCT ASIA-PACIFIC YOUNG READER SUMMIT 2012 Rebellion Non conformistJOIE DE For everybody Urbane Updated and aspire in life VIVRE
    4. 4. What is i next COMPACT IN SIZE URBANE FUN Bilingual FormalSerious City centric Lifestyle Living in metros Living in mini metros ASPIRINGYoung at heart THE POSITIONING All Adults (Above 18) Non conformist Political THE TARGET THE PRODUCT ASIA-PACIFIC YOUNG READER SUMMIT 2012 Rebellion Non conformistJOIE DE For everybody Urbane Updated and aspire in life VIVRE
    5. 5. What is i next COMPACT IN SIZE URBANE FUN Bilingual FormalSerious City centric Lifestyle Living in metros Living in mini metros ASPIRINGYoung at heart THE POSITIONING All Adults (Above 18) Non conformist Political THE TARGET THE PRODUCT ASIA-PACIFIC YOUNG READER SUMMIT 2012 Rebellion Non conformistJOIE DE For everybody Urbane Updated and aspire in life VIVRE
    6. 6. What is i next COMPACT IN SIZE URBANE FUN Bilingual FormalSerious City centric Lifestyle Living in metros Living in mini metros ASPIRINGYoung at heart THE POSITIONING All Adults (Above 18) Non conformist Political THE TARGET THE PRODUCT ASIA-PACIFIC YOUNG READER SUMMIT 2012 Rebellion Non conformistJOIE DE For everybody Urbane Updated and aspire in life VIVRE
    7. 7. ASIA-PACIFIC YOUNG READER SUMMIT 2012 Focused & Targeted 68% youthful readership (16-39 yrs) *All data from IRS 2011 Q4 (TR) 29% women readers
    8. 8. ASIA-PACIFIC YOUNG READER SUMMIT 2012 YOUTHFUL NEWSPAPER PURPOSE OF BEING • We are what our readers are. • We stand for their aspiration, dreams and desire. • We lead them and also follow them. • We devised a model for the alignment for the attitude and beliefs of our brand, we call it TYT.
    9. 9. ASIA-PACIFIC YOUNG READER SUMMIT 2012 Total Youth Think!
    10. 10. ASIA-PACIFIC YOUNG READER SUMMIT 2012 TYT – EXTERNAL • Readers • Advertisers • World at large
    11. 11. ASIA-PACIFIC YOUNG READER SUMMIT 2012 ABOUT THE READERS !
    12. 12. ASIA-PACIFIC YOUNG READER SUMMIT 2012 SOME FACTS ABOUT READERS • • • • They don’t notice the ‘technology’ around them. They have more tools to help them through adolescence. Kids are the new opinion leaders of technology in the family. Media has become social currency - if it isn’t worth sharing on, is it worth anything at all? • Parents are pro-technology for safety and success reasons – but are being circumvented • Kids can access everything (music, friends, info, entertainment). SOURCE: MTV Circuits of Cool (8 Country Qualitative)
    13. 13. ASIA-PACIFIC YOUNG READER SUMMIT 2012 COMMONALITY Four characteristics of young readers across globe – UNPREDICTABLE EVASIVE NON CONFIRMIST COOL
    14. 14. ASIA-PACIFIC YOUNG READER SUMMIT 2012 TYT and our readers: Youth-o-Sphere
    15. 15. ASIA-PACIFIC YOUNG READER SUMMIT 2012 Young Information Hungry Responsible Energetic •Fun •Non-conformism •Freedom •Energy Fun Loving Interactive
    16. 16. ASIA-PACIFIC YOUNG READER SUMMIT 2012 TYT AND SHAPING THE IDENITITY • i next follows the youth-o-sphere to shape its brand identity and content strategy. • Shaping the everyday product keeping the youth in the center of all things. • i next talks to them as a friend not a preacher.
    17. 17. TYT AND PRODUCT
    18. 18. ASIA-PACIFIC YOUNG READER SUMMIT 2012 Language Format Content Prioritization •Fun •Non-conformism •Freedom •Energy Visual Opulence Sections Interacting, Sharing, Reacting
    19. 19. ASIA-PACIFIC YOUNG READER SUMMIT 2012 LANGUAGE • We speak their language • We are Bilingual
    20. 20. ASIA-PACIFIC YOUNG READER SUMMIT 2012 • Compact in size • Easy read with bullets • Can be browsed as well as devoured FORMAT
    21. 21. ASIA-PACIFIC YOUNG READER SUMMIT 2012 VISUAL OPULENCE
    22. 22. ASIA-PACIFIC YOUNG READER SUMMIT 2012 • INTERACTIVE CALLING PAGE – Which talk about views, ideas, polls, comments, recipes, etc.
    23. 23. ASIA-PACIFIC YOUNG READER SUMMIT 2012 • • • • • • • SECTIONS AND CONTENT PRIORITIZATION Feature Sports City Edit Business Career International
    24. 24. ASIA-PACIFIC YOUNG READER SUMMIT 2012 TYT AND ACTIVATIONS
    25. 25. Sports Online •Fun •Non-conformism •Freedom •Energy Entertainment Health Society Social responsibility Civic Sense Education & Career Interacting Sharing Reacting
    26. 26. ASIA-PACIFIC YOUNG READER SUMMIT 2012 TYT AND OTHER INITITATIVES • Iktara Campaign • Heavy School Bag Campaign
    27. 27. ASIA-PACIFIC YOUNG READER SUMMIT 2012 tition Singing Compe olk A Sensational F
    28. 28. ASIA-PACIFIC YOUNG READER SUMMIT 2012 WHAT DID WE DO & WHY? We were about to launch our website and wanted to further engage the readers, who already were in love with the newspaper.
    29. 29. ASIA-PACIFIC YOUNG READER SUMMIT 2012 WE PONDERED OVER A FEW QUESTIONS 1. 2. 3. Why do we need to launch a website? Who would we target? How will we make sure that the target audience follows the brand extension of the newspaper?
    30. 30. ASIA-PACIFIC YOUNG READER SUMMIT 2012 WHY DOES A YOUTH NEWSPAPER NEED A WEBSITE? 70% of those who access internet from their mobiles are in the age group of 1835 yrs 72% of internet usage driven by youth Source: Pitch Madison Advertising Outlook 2011 In 2010, ad revenues in internet touched 6.8 Billion INR Digital is the fastest growing media in the country
    31. 31. ASIA-PACIFIC YOUNG READER SUMMIT 2012 THE CHALLENGE? • To engage the ever changing youth to the new website. • With an explosion of content availability online, it was imperative to: – have a clutter-breaking launch communication – address specific need gaps in the content domain – be engaging and relevant mantra: ENGAGE them OR PERISH !
    32. 32. ONE CAN ONLY GUESS WHAT YOUTH WANT ?? UNTIL YOU FIND THAT ONE COMMON FACTOR
    33. 33. ASIA-PACIFIC YOUNG READER SUMMIT 2012 THE IDEA • One such factor happens to be MUSIC. • Folk music could bring the masses together in the region, this would appeal to the youth. • This was combined with the idea of UGC (User Generated Content) and given a shape of an 100% online contest.
    34. 34. ASIA-PACIFIC YOUNG READER SUMMIT 2012 PRINT ADVERTISING Jacket Ad In i next Disruptive Ad in Dainik Jagran
    35. 35. ASIA-PACIFIC YOUNG READER SUMMIT 2012 CELEBRITY ENDORSEMENT One of the most popular Bollywood star commented about Iktara as in his recent movie a folk song became heartthrob of the youth of nation. Celebrity was also endorsed for this activity.
    36. 36. ASIA-PACIFIC YOUNG READER SUMMIT 2012 CONTENT BASED PROMOTION
    37. 37. ASIA-PACIFIC YOUNG READER SUMMIT 2012 ONLINE PROMOTION • Was done across major youth centric websites related to gaming, music , bollywood. • Promotion was also done on popular websites such as yahoo & sify having major traffic.
    38. 38. ASIA-PACIFIC YOUNG READER SUMMIT 2012 Promotion in National Market Print Ad in Media Fraternity Magazines DM among the Advertisers
    39. 39. ASIA-PACIFIC YOUNG READER SUMMIT 2012 Varanasi Auditions LIVE RECORDINGS Contestants at the recording studios of leading FM Stations 1162 Registrations 55,000 Votes polled in 8 weeks 39,680 Facebook likes 300,000 Monthly Page Views Above 110,000 Unique visitors per month
    40. 40. ASIA-PACIFIC YOUNG READER SUMMIT 2012 inextlive.com ‘Fan’base Source: Data for Feb 2012, 45 Days after the launch
    41. 41. ASIA-PACIFIC YOUNG READER SUMMIT 2012 Traffic Built up… Source: Data for Feb 2012, 45 Days after the launch
    42. 42. HEAVY SCHOOL BAGS CAMPAIGN
    43. 43. ASIA-PACIFIC YOUNG READER SUMMIT 2012 UNDERSTANDING THE SITUATION ‘School bags and their weights in India’ – Surprisingly the size and weight of a typical school bag is very heavy in India. – If one observes a school going kid, the first obvious thing is the bending knees because of the weight on the back.
    44. 44. ASIA-PACIFIC YOUNG READER SUMMIT 2012 UNDERSTANDING THE SITUATION – no one had raised any resistance for this in recent times. – The reason, we thought were – • The parents do not notice how heavy the bag has become. • The kids couldn’t resist because every other kid has the same weight. • The school teachers and staff had no choice as there are too many books / materials to be carried to the school. • More over there was no awareness of any law or regulation that prevents such an event.
    45. 45. THE NEED GAP • Lack of awareness • Lack of empathy • Hence no action ‘We had to work on these three things in order to bring in any change’
    46. 46. ASIA-PACIFIC YOUNG READER SUMMIT 2012 ABOUT THE CAMPAIGN • • • • What ? How ? When ? What we ACHIEVED
    47. 47. ASIA-PACIFIC YOUNG READER SUMMIT 2012 IDENTIFYING THE ROOT CAUSE Translation: ‘The commission on each book and copy was decided'
    48. 48. ASIA-PACIFIC YOUNG READER SUMMIT 2012 THE EVENT FLOW • We started to investigate the situation, by testing the waters. – We went on the field and measured the weight of school bags that the kids were carrying. – We took a sample weights of more than 1500 kids and their school bags across 12 cities & 4 states.
    49. 49. ASIA-PACIFIC YOUNG READER SUMMIT 2012 Kids were weighed with bags and without bags across schools We spoke to District Magistrates of certain cities for their reaction of this initiative'
    50. 50. ASIA-PACIFIC YOUNG READER SUMMIT 2012 “ITNA BHARI MERA BASTA KAR DI MERI HAALAT KHASTA” Meaning: ‘My bag is so heavy that it made me enervated’
    51. 51. ASIA-PACIFIC YOUNG READER SUMMIT 2012 THE SHOCKING FACTS INFO GRAPHIC ON KIDS VS THEIR SCHOOL BAGS SCHOOL WISE
    52. 52. ASIA-PACIFIC YOUNG READER SUMMIT 2012
    53. 53. ASIA-PACIFIC YOUNG READER SUMMIT 2012 SHOCKING FINDINGS • Some of the kids were carrying bags that weighed as high as 35% of their weight. • This was against the act passed by central government called “Children’s school bags act 2006” which says that the bag must not weigh more than 10% of the child’s weight carrying the bag. • Kids as young as 5 years olds were carrying heavy schools bags while the act says – No kid less than 5 years should carry a school bag to the school.
    54. 54. ASIA-PACIFIC YOUNG READER SUMMIT 2012 DISCUSSION FORUMS • We then carried the reports in the newspaper and ran the campaign for participation. • Also a round table open discussion forum was organized for a resolution of the situation.
    55. 55. ASIA-PACIFIC YOUNG READER SUMMIT 2012 WHAT WE ACHIEVED • We brought the three stakeholders Parents, Government and School on the same platform and reached a solution. • Schools decided to lessen the number of books carried daily by kids. • This gave a choice to school going kids to carry only the required books. • Kids now have less physical stress and hence more focus on academics and extra curricular activities.
    56. 56. TYT ON ADVERTISERS
    57. 57. ASIA-PACIFIC YOUNG READER SUMMIT 2012 TYT ON ADVERTISERS • Readers are accepting innovative advertising because it makes sense to them. • Innovation hungry - Information hungry • Tech Savvy • Our efforts are to make the advertising engaging, exciting and innovative just like our readers.
    58. 58. ASIA-PACIFIC YOUNG READER SUMMIT 2012 TYT INTERNAL Vision: • We want to become an integral part of the lives of youthful people. A friend, who leads and follows as per the emotional and rational needs of the reader. Mission: • A media, for the youthful, by the youthful and of the youthful
    59. 59. ASIA-PACIFIC YOUNG READER SUMMIT 2012 TYT INTERNAL • Team: highly energized and creative team, an unconventional lot of individual efforts making things work for us! • HR practices: We only hire those who believe in us, those who are non conformist, go-getter and full of aspirations. For all of us sky is the limit.
    60. 60. THE DECISION • World’s Largest democracy • An election • Minimum participation from youth • We decided to change that • And how!
    61. 61. ASIA-PACIFIC YOUNG READER SUMMIT 2012 POWER Newspaper of the year OF YOUTH Young Reader
    62. 62. ASIA-PACIFIC YOUNG READER SUMMIT 2012 PROBLEM Simplifying it… – Part 1: Critical Mass – Part 2: Young & Indifferent
    63. 63. ASIA-PACIFIC YOUNG READER SUMMIT 2012 PART 1 Critical Mass
    64. 64. ASIA-PACIFIC YOUNG READER SUMMIT 2012 FACTS • 72 % of India's population is below the age of 40. • 47% of Indians are under the age of 20 and 10% of the world population is an Indian under 25. • That means out of every 10 individuals in the world, there is 1 Indian below the age of 25. • Indian youth represents a huge populace, a critical mass. • This year The Election Commission added 14 million new voters in the state of Uttar Pradesh, compared to 2009 general elections.
    65. 65. ASIA-PACIFIC YOUNG READER SUMMIT 2012 FACTS • The legislative assembly elections in India’s most populous state of Uttar Pradesh, also the world's largest sub-national democracy, were held over seven phases from 8 February through till 3 March, 2012. • In 14 million (12.3% of total base) new voters there was a large percentage of youth who were voting for the first time (First Time Voters).
    66. 66. ASIA-PACIFIC YOUNG READER SUMMIT 2012 PART 2 Young & Indifferent
    67. 67. ASIA-PACIFIC YOUNG READER SUMMIT 2012 FROM I ‘LIKE’ TO I ‘DON’T CARE’ • There was a shift from participatory to dissociative culture in youth when it came to politics and civic sense of casting the vote. • Youth were becoming more cynical than ever before about the government and policies • The ‘non-conformist’ spirit of the youth was moving towards ‘indifferent’
    68. 68. ASIA-PACIFIC YOUNG READER SUMMIT 2012 ‘ ’ Youth was not excited and was indifferent to politics and cynical to electoral process, they never wanted to vote.
    69. 69. ASIA-PACIFIC YOUNG READER SUMMIT 2012 NEED GAP • Youth not participating in electoral process is harmful for democracy. They must exercise their fundamental right to cast a vote. • The need gap is – to bridge the gap between expectation from the youth that they must participate in democratic processes like elections and reality that they might be indifferent to it and don’t caste their vote.
    70. 70. ASIA-PACIFIC YOUNG READER SUMMIT 2012 THE PROJECT SUMMARY • THE IDEA: POWER OF YOUTH – Two tier strategy • Engage the youth in the process of policy making • Encourage the youth to cast their vote • THE METHOD APPLIED – Survey – On youth agenda and understanding of politics – Content - Make them understand the importance of an agenda for any political party – Brand – i vote campaign • MARKETING AND PROMOTIONS – i vote – the voting encouragement campaign on National Voter’s Day – 25th Jan 2012
    71. 71. ASIA-PACIFIC YOUNG READER SUMMIT 2012 POWER OF YOUTH • POY was designed to work on two levels 1. ENGAGING THE YOUTH IN THE PROCESS OF POLICY MAKING. 2. ENOCOURAGE THE YOUTH TO CAST THEIR VOTE.
    72. 72. ASIA-PACIFIC YOUNG READER SUMMIT 2012 ENGAGE THE YOUTH IN THE PROCESS OF POLICY MAKING BY CONTENT • This was achieved by an content drive which was a survey administered among the readers. • The core objective of the survey was to map the youth mindset with regards to the Assembly Elections. • i next conducted the exclusive survey among youth, in the 18 to 25 age bracket, across 8 prime cities of the state, based on a specially prepared questionnaire.
    73. 73. ASIA-PACIFIC YOUNG READER SUMMIT 2012 ENGAGE THE YOUTH BY CONTENT • The findings and insights of survey completely contradicted the common belief that the youth was not interested in the electoral process, in fact they just needed a platform to talk about it. • The ‘Power of Youth’ led to putting the temperament of the youth in its right perspective before our readers and setting of the youth agenda with the facts that were brought to light.
    74. 74. ASIA-PACIFIC YOUNG READER SUMMIT 2012 PRINT CAMPAIGN Print Ad in Uttar Pradesh State Print Ad in Uttrakhand State
    75. 75. ASIA-PACIFIC YOUNG READER SUMMIT 2012 CONTENT GENERATION We started from very basic education on how can youth play a role in bringing the change
    76. 76. ASIA-PACIFIC YOUNG READER SUMMIT 2012 SURVEY SHOWED THAT YOUTH WAS READY TO BRING IN CHANGE
    77. 77. ASIA-PACIFIC YOUNG READER SUMMIT 2012 AN AGENDA WAS TO BE MANIFESTED What according to you should be the agenda of politics for this years elections? •Corruption •Inflation •Unemployment •Cant say
    78. 78. ASIA-PACIFIC YOUNG READER SUMMIT 2012 THE YOUTH PERSPECTIVE WAS BROUGHT TO LIGHT Figures showing what do the youth of different cities focus on?
    79. 79. ASIA-PACIFIC YOUNG READER SUMMIT 2012 THE FINDINGS  The youth was ready to bring in the much required change.  They knew what they were doing and were looking forward to a young leader.  They were ready to campaign and get actively involved in the process.  Corruption is what they rated as the biggest concern, quite like their senior counterparts.
    80. 80. ASIA-PACIFIC YOUNG READER SUMMIT 2012 WAY FORWARD • We wanted that the first time voters should definitely cast their votes as millions of new voters were added in the voters list this time. • This huge number can make a difference in the political scenario hence the youths should be aware of these facts. • We decided to go out on the field and to make people aware of these facts, by distributing ivote badges in colleges, market places, shopping malls etc. • By distributing these badges we wanted to make them aware of their voting rights and we made them took an oath that they would vote in upcoming elections. • In the first phase of the activity we touched around 5000 youths during this activity. • Can we change the habit of the youth was the real question
    81. 81. STUDENTS, CADETS, YOUNG PROFESSIONALS THEY ALL TOOK THE OATH OF ‘I-VOTE’
    82. 82. ASIA-PACIFIC YOUNG READER SUMMIT 2012 THE D-DAY: THE YOUTH VERDICT The nine districts in India’s most populous state that went to polls on 11 February saw a 60% voter participation and the first phase in 10 districts on 8 February recorded 64% turnout. In the previous assembly elections in 2007 only 45.96% of the voters cast Source: Vote for change: Young voters queue up at a polling their ballots. The highest voter turnout station in Gorakhpur during the second phase of elections. Photo: Reuters for state polls in the past three decades http://www.livemint.com/2012/02/13002747/The-young-will-decide-the-fate.html was 55.73% in 1996.
    83. 83. ASIA-PACIFIC YOUNG READER SUMMIT 2012 THE D-DAY: THE YOUTH VERDICT •The elected Chief Minister Mr. Akhilesh Singh Yadav took oath as the youngest CM ever for the state. •This was arguably the first time in recent history that the youth vote had swung the fate of elections in UP or anywhere in India. •This year the elections were a true reflection of youth spirit and participation in the state and proved to be a benchmark for other states in the country.
    84. 84. ASIA-PACIFIC YOUNG READER SUMMIT 2012 ‘ ’ The youth turnout, particularly in 18-19 year age group, was widely noticed and the increase in total numbers of voters, about 1.93 crore, from last time is mostly attributed to that factor. Against the 4.47 crore voters polling in UP in 2007, this time it was 6.4 crore voters. -S.Y. Quraishi, Former, Chief Election Commissioner of India
    85. 85. ASIA-PACIFIC YOUNG READER SUMMIT 2012 THANK YOU!

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