Further to the last pitch, a few more observations were noted by the brand team. Changes made to the campaign are thus presented to you through this document. Positive criticisms will be appreciated.

1. This is no elevator pitch

2. Looking back
#1. Thik Khnuje Pabe is the Big Idea.
#2. We need specific and targeted Media planning.
#3. Offline and Online plans should be in sync with the creative renditions.

3. In the next couple of slides,
Logo Options
Logo Guidelines
Route: Thik Khunje Pabe
Central Thought
Defining the phases
Pre-launch renditions
Pre-launch strategy
Launch renditions
Launch strategy
Post-launch renditions
Post-launch strategy

4. Logo options

14. Store: Interior

15. Store: Exterior

16. Store: Look 2 – Waiting Area

27. Store: Interior

28. Store: Exterior

29. Big Idea: Thik Khunje Pabe
Someone Right, Right Here!

30. Central Thought
Marriage, removing all the elements, is a journey of two individuals.
The world is full of imperfections. Finding the right partner is thus of elemental importance.
Our route and all of its renditions will talk about how the right match will lead to a right partnership and
ultimately a right marriage.

31. Phase 1: Route Map
Pre-launch: We will follow a functional approach during the build-up phase.
The communication will talk about the marriage between functionality and human emotions through
our platform.
Since the pre-launch phase is all about building up the expectation, the communication is all about
teasing the audience, creating engaging hook points so that an expectation builds up around the
platform.

34. Marketing: Planning the vehicles
Online ads: Google Display Network ads (Incl. YouTube), facebook ads, e-mailer(s), Landing page(s)
Online PR: Stories in relevant online sites – scoopwhoop, storypick, Buzzfeed India, scroll.in, Saavn etc.
Offline: Plex-onscreen ad / Stories in ABP / TT / Supplements / Magazines
Remarketing to play a key-role during this phase.

35. The ad starts with a mentality mapping of the probable groom

36. The slide moves to the probable bride and maps her mentality

37. The 3rd slide showcases both of them as a couple with the couple mapping clearly
mentioning the compatibility quotient

38. The 4th slide mentions how and why this is a different platform

39. The logo comes into play

40. A clear Call-To-Action invites the audience to give it a try

41. YouTube pre-roll ad

42. Facebook ad: Reference

43. The e-mailers will talk about 7 different stories of how individuals will come close to each other through this platform.

44. Landing page: Ver 1
This will reach out to people who have been targeted through the
ads and have not yet signed up

45. Landing page: Ver 2
This will reach out to people who have already signed up and are
now keen to explore the rest of the platform.

46. Landing page: Ver 3
People clicking on the YouTube pre-roll ads will be landed here !

47. Online PR

48. Plex: on-screen ad

49. ABP: Offline + Online PR

50. Sourcing the crowd: Methods
1. Get the existing Patro-Patri database in to action.
2. Pre-launch ads on the social and digital platform with special offers.
3. Retargeting
4. Video marketing – disseminating product features
5. Guest blogs / articles
6. Host Guest blogs
7. Industry expert interview
8. Create online communities
9. Conferences / Webinars
10. PPC ads, DN ads, Social ads
11. DMs
12. App store marketing
13. Referral marketing
14. Case studies (probably at a later stage)
15. Press releases / Offline PR / Online PR
16. Gmail adwords
17. Cold calling
18. Q&A sites
19. Sponsored contents
20. Offers / deals / packages

51. End of Phase 1
The phase 1 will be of 45 days till the date of the launch.
The phase will have ads on all the relevant offline and online platforms inviting the audience to check out the new-
age matrimony platform from the house of ABP.
The objective is to gain a quick takeoff towards the launch by successfully building up a strong curiosity around
the brand.

52. Phase 2: Route Map
Launch: This is where we talk about the emotional quotient involved around arranged marriages. Since
it is an arranged marriage where compatibility would be of utmost importance, our route would harp
on the fact that you would definitely meet your better half, in the best way possible.

57. Marketing: Planning the vehicles
Online ads: Google Display Network ads (Incl. YouTube), facebook ads, e-mailer(s), Landing page(s) of the
platform
Online PR: Stories in relevant online sites – We will add Saavn, Freecharge etc. to this list
Offline: Print / Outdoor / Innovations / Store
Stories in ABP / TT / Supplements / Magazines
Remarketing still to play a prominent role.

58. Outdoor

59. Metro-station

60. Café / food joint branding

61. Mall branding

62. Mall Lift branding

63. E-Commerce branding

64. Bookstore branding

65. Mobile / WiFi innovation

66. Mobile / Wi-Fi innovation

67. Restaurant tie-ups

68. Marriage venue branding

69. Salon

70. Dongle branding

71. Boarding pass branding

72. Luggage tag branding

73. Online innovation(s)

74. An assumed timeline:

75. End of Phase 2
Phase 2 will be the crucial-most phase with the brand getting launched across multiple channels.
The main objective is to connect with the audience, make the brand known across the TG and interact with them.
The various media vehicles, innovations and storytelling intends to strike a chord with the TG during this phase.
We are looking at a 3-months phase before looking at the results.

76. Phase 3: Route Map
Post-Launch: Now that the platform has been launched, the approach would be more practical,
pragmatic approach.
The communication would state the fact about how this platform would state success stories, real-life
cases and further encourage the rest to come aboard.

81. Marketing: Planning the vehicles
Online ads: Google Display Network ads (Incl. YouTube), facebook ads, e-mailer(s), Platform
Online PR: blogs to start / Relevant online sites to stay
Offline: Print
Stories in ABP / TT / Supplements / Magazines
Remarketing still to play a major role here.

82. End of Phase 3
Phase 3 is a 6-months’ phase where we measure and analyze the audience behaviour on the platform, design
campaigns accordingly and talk to the TG regarding success stories that happened through this platform.

83. Key takeaways:
A platform-driven product always demands an approach which is a mix of tangible and intangible elements.
Our approach has thus been a judicious mix of both, marrying the functionality or features of a product with the
human emotions around a marriage.
The marketing strategy too, revolves around the footprints of the probable TG so that we do not miss out on any
conversation.