This document proposes a Valentine's Day campaign called "Propose in Paris" that will be run on Love Network radio. The campaign aims to appeal to young urban audiences by offering winners an all-expenses paid trip to Paris to proclaim their love at the Eiffel Tower. It involves teasers, contests and promotions across multiple platforms leading up to selecting winners who will be flown to Paris to say "I love you" at the iconic landmark on Valentine's Day. The multimedia campaign will target major cities across India to engage listeners and generate over a million impressions.

1. Propose
InParis
Love Network
brings to you

2. The most romantic
build-up to the
Valentine’s Day
Will catch the fancy of
young urban audience
BiggestCelebrationof
Love

3. Paris is called the “City of Love” for a
number of reasons, including its
sights, its native language and its
popularity as a honeymoon
destination. Paris earns its name as a
place where romance blossoms.
There’s no better place to express
(read announce) your feelings
Why
Paris

4. Millennials
Are
Prioritizing
“Experiences”
The young adults are looking for once-in-a-lifetime
experiences. A study indicates that 72% of millennials
prefer to spend more money on experiences than on
material things. Hence Propose In Paris is expected to
strike a chord with this audience.
*Source – CNBC report, May 2016

5. Target
AudienceYoung urban adults
With high disposable
income

6. ModusOperandi
• Teasers for 7 days
• On air contests for 14 days
• Participants have to register through WhatsApp
• 12 winners will be selected and announced on V Day
• The winners will be flown to Paris for an all-paid trip
• They will get to say the magic words at Eiffel Tower

7. Phase1 Phase2 Phase3
Jan 15 – Jan 29 Jan 30 – Feb 11 Feb 12 – Feb 14
Create excitement – How
special can your V day be this
year?
Teasers to be run on Love
Network
Teaser videos to be released
on Youtube & FB
Engage with listeners through
contests & select lucky winners
Extensive outdoor campaign
Print media support in select markets
Youtube & FB videos with winners
High decibel radio promotion
Engage with listeners through
trivia as a run-up to the V-day
Winners are announced on 14th
Feb
Exciting gift vouchers for some
more listeners
Social media promotion with
photos/videos of winners at Eiffel
Tower

8. More than 100
hoardings
Print ads or Medianet
in select markets
Mall activations in 12
cities
1 million cumulative
impressions on
FB/Youtube/Twitter
5000 radio promos
across 12 cities
6000 RJMs/contests
across Love Network
HighDecibelMultimedia
Promotion

9. The campaign will happen
across 12 major markets:
* Mirchi is the Sales Partner for Ishq
Market
s
Mumbai
Delhi/NCR
Kolkata
Bangalore
Hyderabad
Ahmedabad
Pune
Jaipur
Lucknow
Surat
Kanpur
Nagpur

10. A premium network with premium
content
 Only 10 min of FCT per hour – higher TSL
and less switching
 Clutter free ad environment for the
advertiser
 Relaxed listening with best love songs
24X7
WhyLove
Network

11. Thank You!
*All ideas submitted are the property Entertainment Network India Limited. Any unauthorized
reproduction or reproduction of any portion thereof is prohibited without the written permission of
Radio Mirchi, ENIL.
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