This document outlines a marketing campaign for an Indian brand. It discusses challenging perceptions that Indian men are emotionally distant. It proposes using humor and romantic scenarios portrayed by actors in films, print ads, and outdoor displays. Key elements are bringing fresh talent to life-like urban settings and minimalistic wardrobes, complemented by subtle music. Accompanying digital and trade activations include contests, guides and games to engage audiences. The goal is to break stereotypes through comedy and showcase emotion in men.

1. BRAND CAMPAIGN

2. CONTEXT

3. WHAT’S THE PROBLEM?

4. THE TRUTH
Viewership
Male Female

5. A
PERCEPTION

6. CHALLENGE

7. DIGGING DEEPER

8. MEN IN INDIA

9. MEN IN INDIA: AWAY FROM EMOTION

10. BUT, ARE MEN REALLY AWAY FROM
EMOTION?

11. THE HEART OF IT ALL: THE
INSIGHT

12. SO, HOW DO WE BREAK THIS
PERCEPTION?

13. MEN OF ROMEDY

14. MEN OF ROMEDY

15. MEN OF ROMEDY

16. BRINGING IT TO LIFE

17. CREATIVE RENDITION
FILM SCRIPTS

21. Overall LOOK & FEEL of the Campaign
The over all Look & Feel of the film is urban, upmarket, softly lit and classy!
In terms of the production design, it is the interior that we will create for all the
sequences that will be detailed, real like and very suave. The interiors will be very
posh looking and at the same time - not one bit plastic and fake - but very real and
lived in.
The Music will play the role of complimenting the mood of the film and at no point
over powering it. It will be subtle and highlighting the nuances or moments that
need some elevation with the background score.

22. Overall CAST of the Campaign
There is no dearth of good actors in our industry - it is just about finding
them - the right one, for the right part and at the right time of their career.
This campaign calls for either fresh faces or someone people will think ‘Oh
this guy/girl, haven’t we seen them somewhere else as well!’ I think very
popular faces will take away from the freshness of the scripts. But needless
to mention we need performers - people who will make these scripts their
own, understand the undertones of characters and make these scripts
come alive like no one else would have.
The makeup and wardrobe for the characters will be modern and
minimalistic - nothing over the top but extremely classy looking.

23. CREATIVE RENDITION
PRINT CAMPAIGN

24. PRINT CAMPAIGN: CRAZY PROPOSALS

26. This is a reference image. We will have a proper yellow flower petal bed created during the shoot

33. CREATIVE RENDITION
OUTDOOR CAMPAIGN

36. ON GROUND ACTIVATION
TRADE FOCUSSED

37. 1. SURVIVAL GUIDE FOR ROMANTICS

38. SURVIVAL GUIDE FOR ROMANTICS

39. SURVIVAL GUIDE FOR ROMANTICS

40. SURVIVAL GUIDE FOR ROMANTICS

41. 2. PICTIONARY

42. PICTIONARY

43. 3. DUMB CHARADES

44. DUMB CHARADES

45. DUMB CHARADES

46. DIGITAL AMPLIFICATION
FACEBOOK, INSTAGRAM

47. 1. CRAZY PROPOSALS
SOCIAL MEDIA CONTEST

48. CRAZY PROPOSALS

49. CRAZY PROPOSALS

50. 2. STRAIGHT OUTTA ROMEDY

51. STRAIGHT OUTTA ROMEDY

52. STRAIGHT OUTTA ROMEDY

53. •
•
STRAIGHT OUTTA ROMEDY

54. MARKETING CAMPAIGN: SCALE
TV DIGITAL
OUTDOOR
PRINT
TRADE

55. BRAND CAMPAIGN