Integrated marketing solutions from the ABP Group - the media powerhouse of eastern India

2. The general tag line ‘Come alive with the Pepsi Generation’ translates to mean ‘Pepsi will bring your ancestors back from the dead’ in Taiwan

3. ‘ Schweppes Tonic Water’ translates to mean ‘Schweppes Toilet Water’ in Italy

4. The Rolls Royce ‘Silver Mist’ translates to mean ‘Silver Animal Droppings’ in Puerto Rico

5. NOW, THINK! In a country as varied as India, can there be a single marketing communication strategy ? If so, how effective will it be ?

6. What marketing communication needs today is not just translation of the language, but translation of ideas

7. The need is to create effective marketing i deas through local i nsight and proper media i ntegration .

11. The 3i Principle of Effective Marketing Communication

12. Understanding consumer insight Thinking interesting ideas Creating effective media integration

13. Understanding consumer insight ABP’s years of expertise in reaching audience Understanding regional needs Ability to respond to the needs

14. Thinking interesting ideas ABP’s experience of creating customized solutions for clients Presence of an internal Idea-Bank Crafting ideas based on consumer insight

15. Creating effective media integration ABP’s offering of a multi-media basket Media mileage maximisation option Creating 360 degrees consumer touch points

16. The 3i Principle effect on communication

17. To be communicated to different consumers through different marketing strategies ONE ACTION ONE BRAND MESSAGE

18. When Aviva India wanted to build the Great Wall of Education in Kolkata, they turned to ABP ONE

19. The Great Wall of Education is a platform to bring AVIVA’s brand message ‘Education is Insurance’ to life and build engagement with the community ABP ONE took end-to-end responsibility for the activation and media integration: Advertising with in-house media vehicles Event management Tie-up with over 250 leading schools

20. Regionalising communication – Bengali copy for event advertising Celebrity management Tie-ups with like minded partners in Kolkata – City Center (venue partner) Starmark (bookstore partner) and Emami (recycling partner) Collected over 350,000 books surpassing the combined total of books collected in Delhi and Chennai

21. To discuss marketing possibilities in east India.. …talk to us