Downloaded 52 times
Company Profile
- 1. P L AN . C R E AT E . D E L I V E R .
- 2. Lineage Aegis Group plcis the world's fastest growing marketing communications group. Listed on the London Stock Exchange (AGS.L) It employees about 8000 people in over 60 countries Carat is the only independent media agency in the world. As we are free from agency ties, we focus on finding better ways to connect our clients to their consumers
- 3.
- 4. Relevance • New Media Landscapes present New challenges and opportunities to reach consumers • A mere advertising approach does not work any more. • Mass media is too fragmented and expensive. • Clients are looking for innovative solutions. • Carat Fresh has an integrated model that ensures that brand messaging touches the right consumers through the relevant mediums to give a unique brand experience • Thus, defining ourselves as an experts in Experiential Marketing
- 5. Service Offering Brand Consulting & Urban Activation Rural Marketing Film Marketing Public Relations Creative Service • Brand Activation • Rural penetration marketing • In-Film Product Placement • Press Conferences • Research & Strategy programs • Trade Engagement Programs • Out-of-Film Association • Media Interviews • Creative Service • Rural activation and engagement (Print Ads, Television • Events programs • Media Relations Commercials, Corporate Avs, collaterals, BTL creative • Exhibitions and Symposiums • Haat & Mela participation • Media Profiling adaptation) programs • Digital Media Solutions • Brand Identity design (Architecture, Logo, Positioning,) • POS Designs & Packaging • Market/ Consumer Understanding
- 6.
- 7. Team Fresh Sidharth Ghosh : Business Director • Created Planman Life: the Events division at Planman • Conceptualized & managed marketing events for brands like • Cambridge, Spykar, Cross, Wella, Dunhill, Gucci, Montblanc, Trussardi, Bora Bora, VIP Maxwell, Shaw Wallace, Kores, Provogue, TNS Mode & German Remedies • Brought international brands like MICHAEL LEARNS TO ROCK and AIRSUPPLY to India Current Profile: Key role in conceptualizing & implementation of BTL & brand activation initiatives Sampath Shenoy: Business Director • Has over a decade of experience in the field of Brand consulting, Advertising, Rural Marketing & Market Research. • Headed Planning & Research at Perspectrum- Percept Ltd. Division. • His early assignments with Market Search IPL, Linterland have seen him work on various brands like Sunsilk, Idea Cellular, Reliance, Tata Tele, Grasim, Tata Trent, Parle, etc. Current Profile: Responsible for driving integrated marketing communication solutions
- 8. Reach Head Office: Affiliate Operation Centers Mumbai – WB: Kolkata – Bihar: Patna Regional Hubs – Orissa: Bhubaneshwar Mumbai: West & South – M.P: Bhopal India – Chhattisgarh: Raipur Delhi : North & East – Gujarat: Ahmedabad India – UP: Lucknow – Rajasthan: Jaipur – Karnataka: Bangalore – Punjab: Chandigarh – Kerala: Cochin
- 9. Urban Activation Winning Solutions • Air Asia • MAAC 24fps • Triumph • IIFJAS • Triumph • Audi + Tanishk • Harley Rock Riders • Mills & Boons • Reebok Easy Tone • CFSI • Idea Oongli Cricket • Singapore International School • Idea • MAAC Toon Club • Philips • CNCB TV18 • Budwiser • Reckitt Benckiser (Veet) • Reckitt Benckiser (Vanish) • Olympus • Ibp • TCI Foundation • MAX Fashion Icon • Reebok Zigtech • Lipton • Max Stores • Total • Apollo Hospitals • Blacpower Whiskey (Tilaknagar Industries) • Panoptes • GreatWhite
- 10. Objective •To generate awareness about Air Asia’s launch in Kerala • To generate hype prior to the press-launch in Cochin Target Markets • Cochin, I Trivandrum I Tiruchirapalli Activity • Road-show & engagement games • Entertainment: Chendamelam drummers • Sales Offer & On-spot inquiries • House Boat as an innovation medium End Benefit • Locations visited across cochin: 67 • Interactions (Cochin): 56,950 prospects • Brand awareness & Visibility for 7 days House Boat Innovation & Road Show
- 11. Day 1 Objective • To generate awareness for Air Asia Target Markets • Bangalore Activity • Mall Activation • Large Led wall to play AA ads • Instant Gratification on Brand Engagement • On-spot sales & Offers
- 12. Objective •Promote End of Season Sale • Drive footfalls to the store Target Markets: Mumbai I Delhi I Hyderabad I Bengaluru Activity • Live Mannequins • Floating promoters wearing Leotard dress were used to create a buzz, inform people and drive people to the outlet. • Branded Arch gate • Magician for consumer engagement End benefit • Activity generated lot of PR due to Live Mannequins Retail Innovation & Engagement
- 13. Objective •Launch of Mansion House Whisky Target Markets • Mumbai & Hyderabad Activity • Launch of Whisky Brand amongst retailers and Dealers • Stand up act by Sunil Pal • Performances by Belly Dancers • Laser Show • Special AV unveiling the campaign Brand Launch
- 14. Objective •Launch of two brands under Panoptes: Panoptes Metrasens and Panoptes Secure. Activity • Collateral Design: Brochure, Invites, Press release, Stage Design, Audio Visual. • Event: Conceptualization & Monitoring of the event with an active control on PR activity End benefit • Attended by top government officials, eminent radiologists, owners of leading malls, hotels and leading real estate players of the city. • Coverage in leading dailies like Indian express, Hindustan times, Economic times, etc. • Coverage in web portals like yahoo, rediff etc.. Brand Launch
- 15. Overview • 24fps Awards has been organized by MAAC (Maya Academy of Advanced Cinematic) • MAAC has successfully organized 24fps Awards for 6 years now. Agency Role We were the sole marketing partners for 7th 24fps Awards • On ground production • Marketing • Sponsorships • Media tie-ups Event Inclusions • Performance by Prachi Deasi • Performance by Krishna Troupe • Hosted by Roshni Chopra Award Show
- 18. Objective •Plan and execute India’s most prestigious Rock Festival-Harley Davidson Rock Riders (Season II) Activity • End to end planning & execution of the event • HRR featured India’s best Bands • Parikrama • Split • Half Step Down • Circus • Thermal Quarter
- 19. Objective •To create brand awareness • To make the term ‘batting’ synonymous to ‘asking for a Blacpower Whiskey’ Activity • A batting challenge was conducted across the city • Hundreds of people participated • The grand finale saw prize distribution as well as dance performances
- 20. Overview •The pioneers of electrical switches in India- Anchor have made a comeback with the launch of a new company ‘GreatWhite’ Objective • Conduct an on-ground activity to announce the launch of GreatWhite Activity • Royal Messenger to announce the launch of GreatWhite • Royal Parade @ venue • Switch shaped Inflatables • Magicians • Greatwhite branding through flags, standees, banners, placards, etc
- 21. Activity Fashion Show • Venue design including set-up, lights, etc • Choreography • Model sourcing • PR • Guest celebrity Zeenat Aman Fashion Show
- 22. Target Market: Gurgaon Activity • Customer loyalty event for a mutual Customer base of Audi & Tanishq • Sales platform for upcoming launches Customer Loyalty Event
- 23. Event • Announce the winner of an on-ground writing contest, thereby select a new writer who will further author the book for Mills & Boons • Celebrate the 3rd Anniversary of this property Activity • Event Planning & organization • Venue & stage décor/ lighting, etc • Food & Beverages Anniversary Event
- 24. Objective •Create a platform for engaging kids • Showcase the best of the children films from across 100+ countries Activity • On-ground marketing • Promotions • Event Management • Sponsorship Management • PR • Collateral design, etc Kids Engagement Event
- 25. Objective Plan and organizethe Annual Day Celebration Ensure participation from maximum number of students and parents Activity • A theme based entertainment evening to showcase student talent End benefit • Students got an ideal platform to showcase their talent amongst parent/ student/ teaching community • Portrayed the school’s efforts towards complete development of students Student Engagement Program (Annual Day)
- 26. Objective •Teacher engagement • Educating the benefits of animation for the students Activity • Traditional animation workshop for Art & Craft teachers • 10 day RSVP activity reaching 120 schools • 2 day Animation workshop with guest lecturers End Benefit • Engagement created amongst 80 Art & Craft teachers from 67 different schools • Art teachers learned the benefits of animation through participation in different exercise School Contact Program
- 27. Objective •Launch of India’s Largest Search Service Provider Activity • Launch Strategy • Launch Event • Celebrity management • Press conference • PAN India press coverage • Merchandizing support • Design collaterals
- 28. Objective •Max Fashion Icon 2011 (Auditions-Rehearsals- Finale) Activity • 3000+ entries • Finals judged by celebrated fashion choreographer Achla Sachdev • Amplification on Radio, Digital & Outdoor
- 29. Activity • Carat Fresh handles Lipton’s on-ground duties across India • Carat Fresh handles new on-ground launches for Lipton for all internal and external events Brand Launch
- 30. Objective • Establish the positioning ‘Bike Oil for Winners’ amongst the TG through an on-ground activity Activity • Road Show • Canter activity • Engagement Games • Snakes & Ladders • Dart Game • Jigsaw Puzzle • On-the spot sales Road Show
- 31. Objective •To make prospects aware and try Reebok new product called Easy Tone Shoes Target Markets : Surat I Jaipur Touch Points: Jogging Parks I Residential Societies I Malls Activity • Trial Generation • Integration with Radio to generate awareness amongst larger audiences End Benefit • No of prospects contacted per day: 300 • No of Trials generated per day: 50 – 60 Road Show
- 32. Objective •Promote ATL campaign ‘Idea Oongli Cricket’ aired on television • Drive maximum SMS from Idea as well as other subscribers. • Generate strong recall of Campaign SMS numbers. Target Market: Uttar Pradesh (W) I Uttaranchal Activity • A branded mobile van/ Road Show • Brand recall • Customized Oongli cricket games (on-ground) • Product education • Sales drive (for increasing daily SMS) Road Show
- 33. Objective •Highlight the relevance of creating a movement by forming groups • Generate encouragement to stand for different social issues Activity • Street play campaign across different towns in Haryana Target Market: Haryana Road Show
- 34. Objective Generate awareness andtarget audience engagement Target Market: Bangalore Touch Points: RWA/ Apartments Activity • Campaign: ‘The Wardrobe Challenge’ • Audience participation on wardrobe quiz • Impact outdoor (dummy iron releasing steam) • Integration with radio Residential Contact Program
- 35. Objective • Reach out to various consumers across permit rooms & bars. • Disseminate brand information to the relevant TG. • Generate Database & Maximize sales. Activity • The activity was conducted across ‘A’ list bars & restaurants in Karnataka, AP & Goa. • A lucky draw contest was conducted amongst those who bought Budweiser. • Consumers were educated about the brand. • All outlets were branded prior to the activity. End benefit • On an average 25-30 additional beer bottles were sold per outlet. • The same format was scaled up to Pubs & Premium hotels as well. Pub Activity
- 36. Objective •Generate Awareness • Induce Product Trials • Educate about the sales scheme Target Market: Delhi Activity • Retail Promotions (MTOs) • Product education • On-ground trials • Instant feedback • Driving sales scheme Retail Activation
- 37. Objective Trial Generation amongstthe male conscious male audiences Activity Plan & execute mall activation across different cities Mall Activation
- 38. Objective •Generate awareness about the Launch of MAX store • Drive footfalls • Induce sales Campaign • Hence the entire activity was designed around ‘Rs 599’ as the brand tag line is ‘Look good, Feel good… Fashion under 599’ Engagement • Max Make-over: Prospects invited for a makeover • Max Weight & Max Height: • Prospect whose weight or Height was 59 won a MAX voucher End Benefit • Footfalls generated over weekend: 8870 • Total Sales over weekend: 10,95,441 Store Launch
- 39. Event • Launch of ‘Sugar Clinic’ by Apollo Hospitals on World Diabetes Day Venue: Apollo Hospital, Delhi Activity • World Diabetes Day celebration • Press launch of ‘Sugar Clinic’ • Inauguration by Wasim Akram Brand/ Service Launch
- 40. Objective •Excite the TG to watch budget on CNCBC TV18 • Target Audience engagement with CNBC TV18 Target Markets: Mumbai I Delhi Activity • Corporate Contact Program • Cutout of Pranab Mukherjee was placed at the venue (selected media agencies • Plasma TV was installed and branding done on the same • Quiz contest (based on budget) • Winners take home freebies from CNBC TV18 Corporate Contact Program
- 41. Objective •Introduce Ready to use wax strips • Induce Product Trials/ Sampling • Request feedback from the TG Target Market: Delhi I Mumbai I Bengaluru Activity • College activation • Product education to core audience • Product sampling • On-spot feedback College Activation
- 42. Event • Photo Fair 2010 • Photo Fair 2011 Venue • Pragati Maidan, New Delhi Activity • Product launch • Trade exhibit • Fashion show • Workshop by Ajay Jain (Renowned global travel photographer) Exhibition
- 43. Event: Auto Expo,New Delhi Objective • Create brand awareness of TCIF • Highlight the various initiatives undertaken by them Activity • Stall Design • Creative Support • event logo unit • Brochure • direct mailer • CD sticker • Event management services. Exhibition
- 44. Rural Marketing Winning Solutions • Nokia: NLT Tools • Ecobus: Prasanna Travels • Idea
- 45. Objective •Promote ‘Nokia Life Tools’ (NLT) • Retailer & Consumer education on NLT • Encourage Sales Target Markets • Rajasthan I Punjab I UP I Kerala • 3.5K – 10K population villages Activity • Brand promotion • Product education & Demo services • Audience engagement • Sales: Retail & Consumer End Benefit • Awareness Generated: 35000+ farmers • Total No of handsets sold: 7525 • New retailers enrolled: 4965 • NLT Training to Retailers: 10030
- 46. Objective •Generate awareness about ‘ECO BUS’ service • Position Prasanna travels as a quality public utility transport Target Market: Jalgaon Activity • Pre-launch Hype generation through • PR, Print ads, Posters, Leaflets, Radio • Launch coverage across major Newspapers and News channels in Jalgaon • Print, Radio and Outdoor used for launch • Post Launch Interview with Mr. Patvardhan (Owner) End benefit • Posters : 100 • No of leaflets distributed: 8000 • Radio Spots: 10 days starting launch day • PR coverage across all major Newspapers (Jalgaon)
- 47. Objective •Associate the brand with spirit of one language Target Market Bihar I Jharkhand I MP I Chhattisgarh 3.5K-10K Population Villages Activity • Campaign Idea: Cinema Ghar • Movie screening across 1900 in a period of two months • TVC inserts • Audience Engagement • Record Sales
- 48. Film Marketing Winning Solutions • Air Asia + Thank You • Olympus + Bodyguard
- 49. Background Our Recommendation to Air Asia • Air Asia wanted to promote its property ‘Air Asia • Tie up with the movie ‘Thank You’ Travel Fair where consumers would get best fairs from Air Asia Activities as a result of the Tie-up: • At the same time, Movie ‘Thank You’ was about • Co-branded campaign released in to release. Print • Starcast of ‘Thank You’: Akshay Kumar, Suniel Radio Shetty, Bobby Deol, Irfan Khan, Sonam Kapoor, Outdoors (15 sites for 10 days) Rimi Sen, Celina Jetley • Contest launched amongst the TG. • Winners get a free merchandize from the ‘Thank Challenge: You’ movie Air Asia: • Visitors to the Fair also get to meet Suniel Shetty at • Amplify the activity in the given budget the property venue. • Drive footfalls to the activity • The movie star cast also get an opportunity to promote the movie amongst the fans through Movie ‘Thank You’: appearance, merchandize, etc • Promote the movie • Drive more people to watch the movie Target Market: Delhi I Mumbai (Phoenix Mills) Movie Association
- 51. Activity • Tie up of Olympus with the movie ‘Bodyguard’ Promotions as a result of the Tie-up: Co-branded campaign released in • Print • Retail • POP • POS • Standee • In-store branding • In-store Commercials Target Market: Pan India Movie Association
- 52. Public Relation Winning Solutions • TimePass Digiplex • Bond: The Fun Bar • Baaya Designs • IBP • Sukho Thai • Total
- 53. Objective •Launch of TimePass media Pvt. Ltd in tier II & III cities Challenges • Unknown entity • Company not been listed • Sources of Funds confidential Activity • Press releases (vernaculars in 5 states) • Interactions with the Managing director • B2B magazines, film magazines, specific financials, vernaculars End Benefit • Media Acceptance • Key messages highlighted • Positive response from the local partners • Enhanced sign-ups
- 54. Objective •Generate maximum visibility by creating unique content for PR Activity • Listings for live gigs, food and cocktails • Pub review columns • Industry Related stories for brand recall • Courtesy shoots End benefit • Media Acceptance • Top of the mind recall amongst the consumers • Visibility amongst the best pubs in the town
- 55. Objective: • To promote Baaya Design’s offering and create top of the mind recall • To focus on Consultancy services offered by Baaya Design Activity: • Media familiarization • Product Listings • Profiling Shibani Jain ( MD & Founder ) • Contributory articles on projects End Benefit: • Increase in footfalls • Media Acceptance • Exclusive 2 page story for Shibani Jain with Society Interiors magazine • Stories with TOI & Mid-Day for Axis Bank project
- 56. Objective : Vartaadeep- Mumbai Launch Indian Business Pages Create maximum awareness by getting PAN India coverage Activity : • Drafted and disseminated the Press Release indicating the Launch of Indian Business Pages with Juhi Chawla as the Brand Ambassador Lokmanya Sanjvarta - Pune
- 57. Objective: •To promote SUKHO THAI ( The Thai Foot Spa ) as Mumbai’s Best Foot Massage Activity: • Spa reviews • Event Listings • Profiling Mr. Shailesh Patil ( Director) • Feature stories End Benefit: • Top 10 Best Spa story with India Today magazine • Exclusive profiling in Hospitality Biz magazine for Mr. Shailesh Patil
- 58. Objective : To promotethe free PUC Camps conducted for all the segments by TOTAL lubricants on World Environment Day Activity : • Media familiarization • Event Listings • Press release dissemination • Interaction with spokesperson
- 59. Brand Consulting & Creative Services Winning Solutions • TIFY • TimePass Digiplex • Credila, an HDFC Ltd. Company • Tata Kisan Sansar • Tata Paras • Nunhems (Bayer) • WHO
- 60. Objective To recommend brandcommunication strategy along with creative's Activity Recommended brand communication strategy and created complete brand identity Kit which included: • Brand Architecture, • Brand Positioning, • Brand Logo, • Packaging, • Marketing Collaterals & • Mainline advertisement: Print ads, Radio Jingle, Television commercial • In the stage of conducting activation programs for the brand.
- 61. Objective •Define category , positioning & communication strategy of the brand • Provide communication support to the brand. Activity • In order to nullify the competition from K Sera Sera’s brand which had owned the category by calling their cinema chain as “Miniplex” we repositioned Timepass miniplex to Time pass “Digiplex” • Defined positioning and the tone • Print Ads for inviting Franchisee
- 62. Objective •Define Positioning & Communication strategy of the brand • To provide communication support to the brand. Activity • Defined positioning and the tone • Planned a 3 phase campaign for the brand • Print Ads • Emailers • Posters • Banners • Mouse Pads • Danglers • Calendar, etc
- 63. Activity • Brand custodians for TKS, an innovative rural retail offering • Creative partners for launch and sustenance of various offerings under TKS
- 64. Activity • AoR for the country’s leading fertilizer brand • Reaching out to the farmer through innovative ATL and BTL solutions
- 65. Activity • Communication consultants for the seeds division Nunhems of the global giant Bayer • Planning and designing of local and global marketing collaterals for the brand
- 66. Activity • Strategy consultants for UN’s health agency • Communication partners for marketing collaterals
- 67. Summarizing our scopeof work… Urban Activation Brand Consulting Rural & Marketing Creative Services Public Film Marketing Relations
- 68.