3. Media Plan
Wk-2 Wk-3 Wk-4 Wk-5 Wk-6 Wk-7 Wk-8
Idea
World Rice
Day
Radio Mirchi
Corporate
Activity
Detail
Medium Print+Radio Radio
Budget(In Crs) 1.81 0.35 5.0
Markets top 6 Metros 8 Cities
Media Vehicle TIMS 6 Metros Delhi-NCR
OctSept
Radikal Rice Festival
Aaj Dabbe Mein Kya Hai+ My Radikal
Recipe
8 Cities, top 6 Metros
TIMS+NBT(All) TIMS 6 Metros
On-Ground-Delhi
Section/Property owned by Radikal,
to create noise in the market about
'Radikal means Best Rice for
everyday purpose'
Print+Radio + Internet Print+Radio+Internet
2.12 0.7
As per Proposal
5. Aaj Dabbe Mein Kya Hai?
• Interesting FCT contest, where there will be radio spots asking people about interesting rice
recipes in their Dabba/Lunch-box.
• Take a picture of that recipe, write its name and specialty and mail it to xyz.com or upload on
the facebook page (which can be created)
• Get a chance to win gift hampers from Radikal Rice.
• Winner will be selected everyday
• Deliverables:
Radio Spots
RJ Mentions
6. Aaj Dabbe Mein Kya Hai?
• Promo Script 1
MVO: (On the lines of Chakke pe chakka) Dabbe mein dabba… dabbe mein kya hai??
Rajma-rice ya Shahi Pulao hai??? Kyun?? Aaj aapke Dabbe mein kya hai???
Radikal Rice presents Aaj Dabbe mein kya hai??? Yaani agar aaj aapke lunch box mein
rice se bani koi bhi lazeez dish hai toh us dish ki picture click karke, naam aur khaas baat
likhke bhej dein xyz.com par… har din ek lucky winner jeet sakta hai exciting gift
hampers from Radikal Rice…
• Promo Script 2
SFX: (Dabba opening) MVO1: (Pleased) waah!! Veg biryani…
SFX: (Dabba opening) MVO2: Emmmm…. Kadi Chawal…
SFX: (Dabba opening) FVO1: Wow!!! Kheer….
AVO: In sab ki tarah agar aapke lunch dabbe mein hai rice se bani koi lazeez dish toh
participate kijiye Radikal Rice “Aaj Dabbe mein kya kya hai” contest mein… apni dish ki
picture click karke, naam aur khaas baat likhke bhej dein xyz.com par… har din ek lucky
winner jeet sakta hai exciting gift hampers from Radikal Rice…
8. “Aaj Dabbe Mein Kya Hai”
• 300x600 banner space across City section for four weeks to be called as “Aaj Dabbe
Mein Kya Hai” powered by Radikal Rice.
• The banner header will also carry the category of the recipe say, fat free, for fitness
freaks, indulge etc. The box will contain an image with a brief on the recipe asking users
to click on the ‘more’ button leading to the recipe page. As more recipes are populated
we will have more options to present a list page as well.
• The placeholder will carry a line saying Check out the complete range Radikal Rice
Recipes the recipe section will be carrying the branding of Radikal Rice.
• Also we can have banner ads displayed simultaneously
11. Concept
• India celebrates a festival every day 365 days in a year
• With diverse dialect, food habits and festivals rice is a
common grain binding across the country
• Each festival has special rice delicacy associated with it
• Starting September, we will focus on one festival every month
• Highlighting festival significance-Cultural associations
• Followed by special rice recipe for the festival
• Or Special healthy rice recipe to burn festival calories
12. Frequency Publication Position Number of
Insertions
Size
every month
Advertorial
TIMS
Six Metros
Page 5 one 823 scm
every quarter
Announcing
winners
TIMS
Six Metros
Page 3 one 400 scm
Ball park Cost : 3.65 Cr/Yr
An informative series in an advertorial format
Media Amplification
14. Radikal Basmati
Radio promotion On Ground promotion
ON AIR
Venue Pointers
RJ Mentions
Radikal Basmati
Contest
Radikal basmati On Ground activation
Puja Pandals / Market Places
Crowd
Engagement
Product
Placement
15. Radikal Rice Navratri Feast
• Radikal Rice Navratri Feast to be organized at selective areas inviting
people to experience Radikal Rice through recipes and samples
• The menu will have various food items made with Radikal Rice i. e.
Kheer, sweets and more.
• Feast will be part of the pandal created by Radio Mirchi team, which
will also have other entertaining elements like games, music, shopping
• Interactive session with females asking them about their favorite
festival rice recipe
16. Radikal Rice Navratri Feast
• Deliverables:
• Venue Pointers
• RJ Mentions
• OB links
• Promos
• Bytes of women talking about the product
• These Bytes can be capsuled and played out as testimonials
For On-ground concept-Refer Annexure
21. Concept
• October 18th is world rice day
• Radikal takes ownership of the day.
• Idea is to communicate strongly to the consumers about Radikal
being a Premium Rice brand
• Idea
A ground event on India Gate or Gateway of India, where a
replica/miniature of the historic monument is made of rice
• Pre activity campaign will be rolled out to inform target audience
about the upcoming unique event
• Stall can be placed at the event, so that people can experience
Radikal Rice, along with few contest on the spot.
• People can also take away Radikal Rice booklets
22. Phase Publication Position Number of
Insertions
Size
Pre Event TIMS
Six Metros
Front Page three 400 scm
Event TIMS
Six Metros
Page 3 two 400 scm
Post-Event TIMS Page 5 Single Full page
Ball park Cost : 1.75 Cr
Media Amplification
24. What’s your rice type?
An FCT property where we can talk about different products of Radikal i.e. Aqua Mist,
Brown rice etc.
Series of spots, explaining each products and its qualities.
Spots quality should be very premium and sound very alluring
Sample Script
Mnemonic: Radikal Rice presents… Aqua Mist – A royal affair
FVO: (Premium and sensuous)- Radikal ki duniya ki ek shaandaar peshkash… Aqua
Mist… Iski magical fragrance, superfine grains, soft texture and divine flavor aapko
dey ek perfect and pure shaahi andaaz. Toh ho jaaiye taiyaar iske majestic pleasure
mein khone ke liye… Radikal Aqua Mist… naturally aged, premium basmati rice.
25. Power of Rice
An FCT property in which we can talk about different benefits of eating rice and
encourage people to add rice in their daily diet. Below is the sample script, there can be
a series of such spots.
Sample Script
Mnemonic: Radikal Rice presents… Power of Rice!
FVO: Aapki dinbhar ki physical activities, brain performance ke liye aapko chahiye
bharpoor energy and rice is an excellent source of energy and carbohydrates… Toh
apni roz ki diet mein rice zarur khaayein aur apni body ko dein sahi maatra mein
energy…
MVO: Brought to you by Radikal Rice.
26. Radikal RiceLeela
In this property we will present Radikal special recipes in a very interesting and
entertaining way and drive traffic to Radikal's website.
Sample Script
Mnemonic: Radikal RiceLeela…
FVO: Aur aaj parosi jaayegi lemon rice recipe… Suneharey, peeley chaawal ke daano ke saath khelti
urad aur chana daal ki toli… uspar saje laal mirch ke tukde aur kadi patte ki mehak… Aur swaad
mein ghula neembu ka woh natkhat khatta swaad… jo kar deta hai har pal khush mizaaj… Kuch
aise hi bante hain aapke favorite lemon rice… Lekin iski asli leela toh tab shuru hoti hai jab iska
swaad milta hai aapki zuban se… Radikal lemon rice recipe… jaane ke liye jaayein radikalway.com
par…
AVO: Radikal RiceLeela brought to you by Radikal rice.
27. World Rice Day-Radio Plan
Deliverable Time band
Frequen
cy
Duration Days
Seconda
ge
Gross
cost
Net cost
Property- Rice type 0700-1300 15 20 1 300 180000 153000
Property- Power of rice 1300-1700 15 20 1 300 180000 153000
Propoerty- Riceleela 1700-2300 15 20 1 300 180000 153000
Branding spots 0700-2300 20 15 1 300 180000 153000
720000 612000Total (Service tax additional)
29. Mirchi Break Time
•A session of fun, games and enjoyment created by Mirchi Team for the
employees in their office campus
•In every campus, Mirchi Team creates a session of 2-3 hours with high-
involvement and engaging activity for employees
•Participation:120-150 employees per organization
31. Phase-1 Pre Hype
On Ground
• A mailer to be provided to the H.R team of the corporates to be sent to
all employees (subject to permissions)
• Posters/ Standees to be put up in the offices (subject to permission),
lobby, notice boards etc to announce the activity
32. Phase-2 On-ground
• Radio Mirchi will conduct 2-3 hours session in corporates at their office
premises
• Fun filled games to refresh & re-energize you.
• Fun Contests between contestants like Quiz & Skill based Tests in an
interesting crisp format
33. Plan of Action
• Our Objective is to go to every Corporate house and create a Setup at the desired
location.
• We will be creating a Pre Hype before entering the Corporate and tell all the
employees not to bring their lunch boxes on the Specified Day.
• We will have our chef who will be creating different delicacies using Radikal Rice and
involve people in the tasting.
• We will also run a Programming integration over the Radio where in people get
change to share their own recipes and the best get a One year supply of rice from
Radikal Basmati for their family.
34. Media Investment
• Market: Delhi-NCR
• Total Net Investment for 60 corporate’s: Rs 36, 42, 600 exclusive of
taxes @ 12.36%
• Duration- 2 Months
