A Presentation to an Automotive Client. How to take an automobile to tier 2, tier 3 and small towns of India in a unique manner that connects you with the TG personally

1. A Presentation to
Maruti Suzuki
Lets make a rural connect

2. The Big Idea
Block level flavors across the chosen markets
Building engagements around these flavors
Avenues
1. Agriculture / Vocation/ Occupation
2. Employability
3. Education
4. Entertainment

3. A business
promotion, a career
decision for kids,
packaged with
entertainment.
Answer
The most loved
platform for
interacting,
engaging and
owning across
territories

4. Tying-up with Agri E-Mandi,
with Marketing Agencies,
with output buyers
Locally, Centrally
and Nationally for
their respective agri-
produce, flowers, fishes,
prawns, mustard Etc.
Differentiator
International Quality of
Content is Indianised
and offered through
professional Experts
from the field.
Use of Technology to
connect, seek response
and evaluate learning

5. Sports as a Future
Catalysing movement from novice >> amateur >>
to professional
Various states have regional Sports Affinity,
The folks are usually not aware & aren’t empowered to pursue in the
absence of financial backing & know-how
Maruti to create a favourable environment for developing regional
talents – shaping the future and re-defining sports history in the
country, e.g.
● Haryana - Boxing, Wrestling, Hockey, Athletics
● Punjab – Hockey
● West Bengal – Ffootball,
● Bihar & Jharkhand – Archery, Football

6. Meet Sunita.
She recently has dropped out of college
She loved Soccer, but feared she had no
way to talk to a coach or teammates.
Fields open for
them
Music, Sports, Retail,
Sales, Trading, small
scale manufacturing,
Warehousing, e-
commerce and such
trades

7. Meet Manoj.
He recently opened a camera shop
near the Baliapur bus stand in
Dhanbad.
Visitors to his shop, mostly tourists,
speak many different languages
making anything beyond a simple
transaction a challenge.
Answer
Identifying Skill
deficiencies that if filled
in,could make life
simple for the employed
class and `traders.
Our biggest Target
Groups

8. Entertainment
A chosen entertainment from the state
➔ Related
Deliver in a high octane environment
➔ Relationship
Create a reputation for the enrollers,
inculcate relationships, and rewarding
those who value.

9. A Brand Activation aims at delivering
experiences , AND
Experiences that get
converted to leads, &
nurtured into
relationships

10. Idea is to generate* ONE
lead per ,000
AND, Have Two
Conversions per 0,000
* To begin with, and improve this scale when continuing

11. Market wise
Approach
Block – Dumka
District – Dumka
State - Jharkhand

12. Dumka (Jharkhand): A Profile
10 blocks -Dumka, Gopikander,
Jama, Jarmundi, Kathikund,
Maslia, Ramgarh, Raneshwar,
Shikaripara and Saraiyahat.
A terrain with hard rocks in the
underground.
Topography with high ridges
and valleys bounded by
mountains and rivers.
The fertility of soil is poor -
extensive erosion, acidic
character and low retaining
capacity.
District Area 00’ ha % TGA
Area 00’
ha % TGA
Area 00’
ha % TGA
Dumka 2139 48.5 1872 42.4 215 4.9
Very strong to strongly
acidic (PH <5.5)
Moderate to Slight Acidic
(PH 5.5-6.5) Neutral (6.6-7.3)

13. Strategic approach- Dumka
Radishes - Thrive in soil with a pH 4.5- 5.5. Plant them in early spring or fall. Under sun,
consistent water, and well-draining soil. Harvest them young & avoid woody and hot
Sweet Potatoes -Need a long growing season and are difficult to grow in North
Peppers - Bell peppers and chili peppers need tomatoes like growing requirements,
including full sun, consistent moisture, and well-draining soil
Potatoes- They prefer a soil pH between 4.8 and 5.5
Rhubarb - Rhubarb is used as a fruit in jams and pies, but it is a vegetable. Plant it in full
sun at the edge of the garden where it can grow for many years
शिमला शमर्च लाल शमर्च िकरकं दरेवार्ीनी आलू मूली

14. Content Strategy
Customised AV content creation
Mobile based narrow cast
Disbursement through social media
Remarketing through Social Media
On ground Brand Activation
AV feedbacks and interviews
Video News Releases & PR
Display, Demonstrations, Test Drive,
Sales Enquiries, Closures

15. Skill Strategy
Talent Search & Need Analysis
Broad Areas identification
Customized AV content creation
Sharing of Learning
Preparation Analysis
Expert Advice
Professional Coaching
CV writing
Etiquette Training

16. Entertainment Strategy
Pyka – The Folk dance form from Dumka
Paush Mela – An opportunity
+ At a world stage + Celebrity Assocation
Celebs – 1) M S Dhoni 2) Yashwant Sinha
3) Priyanka Chopra 4) Tanushree Dutta
5) Premlata Agarwal, Mountain Climber

17. Program Creative
References Only :- To be developed post finalization

18. The brand essense
“From nobody to A Star”
Maruti is touching lives and re-establishing itself
as : “Way of Life”
Answer
Content will be made for
the engagement and
placed on to National &
Regional Media
channels through a
Specialized offering -
Video News Releases

20. Hai Jeena Isi ka Naam
Maruti Suzuki : Way of Life

21. Aapki Krishi
Educational Session on Farming

22. Your Amazing
Assignment
Getting Youth Job Ready

24. Stage-1
Content Collection
Collection of Suiting Content
From Indian Council of Agricultural
Research
Online & Offline Libraries
Producers working in Agri-fields
Conversations with Skill India

26. Stage- 2
Content Scripting
Script Development for
How to get a crop with higher yield in
acidic soil in Dumka
How to have an alternate crop in the
same acidic soil in Dumka
How to have alternate occupation for
free months

27. Stage -3
Content Curation
Curation of Content
Creating personalized AV for Dumka
farmers
Create Market ready AV for Occupation
Seekers
Converting formats into MP4 for
Handset usage

28. Stage-4
Content getting Rated
Having the content rated
From Indian Council of Agricultural
Research (ICAR)
State Agricultural Boards
Skill India Service Providers & Other
relevant Industry names & Stalwarts

29. Stage-5
Tying up with E-Mandi
E-Mandi Location
APMC-Dumka, Near Gandhi Madain,
Bada Hatt Dumka-814101
apmcdmk@gmail.com
Apart from this, we will have Tie –ups worked
out with Traders, Buyers, Processers &
Exporters

30. Stage-6
Tying up with Sports Associations
& Skill India Associates

31. Stage-7
Tying up with Song & Dance
Divisions, Craft Associations &
Folk Societies

32. Stage-8
Identification of Target Groups
Mobile Mapping
Data from service providers
Profile mapping
Enhanced Messaging
Data Mapping of Farmers
Field to field visit
Allied Industry outlets
Automobile markets
Agri –produce Mandis
Remarketing through What’sApp
Groups

33. Stage-9
Dissemination Workshops
Content Dissemination Workshops
Buy in from Farmer’s groups
Venue choice by their recommendation
Invitation to Farmers
Expert Session
AV explanation & Dissemination
Feedback Sessions

34. Stage-10
Maruti Suzuki Advertising
Product Integration
All AV’s will have Free Commercial Time
(FCT)
Test drives, Product Detailing by
Experts, Finances
Sales lead generation and business
closures

35. Stage-11
Manpower & Technology needs
for the Assignment
Manpower
Project In-charge – Mobility + Social Tie-ups
and Executions (State)
Block In-charge – Program Activation at Block
Content Development Team – Content
Director + Video Editor + Script Writer +
Digital effects Developer (Central)
Program Tie-ups Team – 2 Supervisors (State)
Activation Team – 1 Supervisor + 5 Canvassers
at Village level

36. Stage-12
Equipment & Set up
Equipment & Set up
02-laptops
One high end camera
Portable storage drive
02- Printers
02- LED Screens
Power backup / Gensets
03- Backdrops
06- Standees
02- Platforms
One Carriage vehicle & Locally arranged tentage +
Welcome gates

37. Stage-13
Product Integration
Arrangement of Demo Cars
Tie-ups with Financers
Arrangement of Test Drivers
Invitation to OE Manufacturers (State offices)
Fuel Book
Data capturing through App + Tablets
Power set up
Lead generation software
Remarketing through social media

38. Stage-14
Program Integration
Tying up with talent search associations from
Sports, and Skill India
Tying up with Experts for sessions
Arrangement of Coaches
Development of CV + Etiquette Training kit
Direct letter to Celebrities for seeking
association
Content Placement in 100+ channels (Video
News Releases)
Public Relations exercise around the content,
Tie-ups and program details

39. Milestones
2017 2018
December, 2017
Plan & Execute the
Content Needs - be ready
for the roll out
January, 2018
Ready for roll out. Piloting
in 20- Blocks per State
April, 2018
State wide roll out post
campaign modifications, if
any
July, 2018
Use of Artificial Learning
and Data Analytic for 2nd
phase roll out

40. Summary
This kind of
entertainment has
never been available
to us
Ismail Yusuf,
Trader
With this initiative,
I’m confident to
grow new crops in a
better way
Jeetan Manjhi,
Enterprising Farmer
My father is now
having sound sleep
as he knows I have a
sound future
Guru Prasad Thekedaar,
Budding Cricketer