A media and promotion campaign designed and developed by the PGDM students of T.A Pai Management Institute, Manipal under the course of Integrated Marketing Communication.

1. Anti Marriage Presented by : Group 8 Integrated Marketing Communication PGDM 09-11 TAPMI , Manipal

2. Product Description

3. Extending awareness of Anti-Marriage campaign to the Indian urban youth Demotivating single males and females from choosing marriage to institutionalize their relationship with a partner Objectives

4. Benefits Sex with multiple partners with minimal legal liabilities No hassles of giving dowry Money saved from not spending on lavish weddings Greater independence to live life the way one wants to (especially for women) Lesser financial obligations and social obligations for both genders. Suits the individual’s lifestyle – No compromises to be made on maintaining a good social life or making changes in one’s lifestyle to suit that of the other No hassles in moving out of a relationship, like marriage Freedom to make your career choices without worrying about a dependant (child/partner) No familial obligations in terms of pleasing relatives of either of the partners Freedom for Sexual Orientations

6. “Wedding rings: the world's smallest handcuffs. ” I think …. therefore I am unmarried Descriptor Line

7. Whom to Target ??

8. A is 19 years old, she is doing her B.A. at Delhi University She lives with her parents in a posh colony but wants to move out as soon as she can She is fashion conscious & loves designer wear She does not know how to cook She loves going for parties She has more male than female friends but no steady boyfriend She wants to be a journalist She is internet savvy & is always logged on to Facebook via her smartphone The “Chick”

9. B is a 21 year old engineering student from Mumbai He stays in a hostel & travels to college by local train He loves branded clothes He loves to socialize, party and be the centre of attention His watched reality TV shows like Roadies & Splitsvilla He loves his iphone, fast cars & the latest gadgets He has been in 4 relationships so far; none of them have lasted for more than 3 months He spends over 2 hours on Facbookeverday The “Dude”

10. C is a 28 year old doctor from Pune She lives with her parents She travels abroad on work very often She loves shopping She has had 2 relationships in the past but is single at present She likes cooking and house keeping but loves her career She plans on studying further She has just joint Facebook and does not spend much time on it She loves Twitter The Career Woman

11. D is 27 years old He works as an Assistant Manager in an IT firm in Bangalore He is a very ambitious person He wants to drive his own BMW within the next 5 years He loves going to the gym, playing golf and watching Bollywood movies He keeps in touch via his Blackberry He has been in a live in relationship for the past 2 years The Career Guy

12. Who we are talking About ?? 85% of Indian youth are hooked to one or more social networking sites. The Web 2.0 Generation Survey 2010 70%of the Indian youth spend more than 30 minutes every day on the internet. The Web 2.0 Generation Survey 2010 Nearly50% of India’s total population is under the age of 20and classified under the youth category creating a group of over 459 million …

13. Some Number Crunching !! 390 million social networking users 321.3 million users who are on the net for at least 30 minutes.

14. The spend on mobile Internet by the young population in India will cross $9 bnby2012… MobileYouth Report 2010

15. So what do they do ONLINE ???

16. Uploading Chatting Discussing Debating Buying Blogging Searching Selling Reading Playing Creating Viewing Networking Listening Tagging Podcasting Writing Talking Downloading

17. Use of Social Networks Tata Consultancy Services,2010

18. Where do they access from?? Tata Consultancy Services,2010

19. Brand Construct

20. FREEDOM One Word Equity

21. Brand Personality – Aaker’s Dimensions

23. He could be a student in the final years of his graduate studies or a fresh entrant to the corporate world

24. He is a ladies’ man and looks to socialize with women at parties

25. He either lives with room mate(s) or has a place of his own Brand Personality – Aaker’s Dimensions

26. The Brief

27. Marriage curbs Freedom Single Minded Proposition

28. Credibility of the youth-icons who will be used as the Brand ambassadors for the campaign. Salman Khan, John Abraham and BipashaBasu Use of statistical figures and facts to substantiate our claims. Reason to Believe

29. How To Communicate?

30. Engagement Channels TV Events Outdoor Blogs Email Inform Entertain Convert Assist YOUTH Connect Social Media SMS Mobile Search Banners Original framework by Ben Cooper

31. Word Of Mouth Works !!! L 1 L 2 L 3 L 4

33. Sponsoring youth events

35. Website

37. FAQ

38. Advertorials

40. Outdoor

41. Emails

43. Print Ads

44. WEBSITE People joined: 546 Register/Sign in f t Home Your Views Community Share About Us Contests I think, therefore I am unmarried YOUR VIEWS Share your views COMMUNITY Join the online community of Shaadi-Barbaadi SHARE Share videos, pictures promoting Shaadi is Barbaadi ABOUT US Learn about the campaign Contest Exciting Contests Everyday, coolest SB party Venue

45. Media Plan

46. Target Segment – Youth (Mostly pursuing eduation) Selection of cities- Parameters Number of Education Centres English Speaking Capabilities Internet Reach Youth Lifestyles Cities Chosen – NCR, Mumbai, Bangalore, Pune Main purpose of all media – driving traffic to Website Plan

47. Media To Be Used

48. Media Schedule