The document outlines a marketing strategy for launching an online matrimonial service targeted at Bengalis. It proposes two routes for the campaign - one targeting the present generation with a friendly tone, and one taking a macro view and appealing to older traditions. The timeline involves generating buzz from December to January, launching in mid-January, and studying the product and audience for the next few months. Key performance indicators include conversion rates of traffic and subscriptions. Logo options, ads, innovations, and a content calendar are presented across digital, social, print and outdoor media.

1. The final lap: Planning the blitzkrieg

2. A quick recap
Let’s go back to 22nd August.

3. Snapshots
We talked to the stakeholders involved in the marriage process.
We talked to the eligible bachelors and spinsters too.
We understood their psyche and preferences.
We had a look at the proposed strategy, brand archaeology, and positioning.
Product ideas were shared and the probable marketing strategy were discussed at a
glance.

4. In the next couple of slides,
Logo Options
Marketing strategy in detail
• Pre-launch strategy
• Launch strategy
Route 1:
Central Thought
Renditions
360-degree plan
Route 2:
Central Thought
Renditions
360-degree plan

5. The mood-board once again!
We will just run through the proposed brand imagery part once for a better understanding
of the logos.

6. Brand Imagery:

7. Brand Imagery:

8. Brand Imagery:

9. Brand Imagery:

10. Logo options

11. Option 1
Central Thought:
The name ABPMatrimony.com serves two purposes.
ABP lends a credibility to the product while Matrimony encompasses everything that is present in today’s
marriage.
The typeface used is sleek and modern.
The flower bracket shape is derived from straight curves of neckpieces, garlands and kurtas, Mughal
patterns and welcome boards at western weddings.
The colours are a reflection of the evolving palette of the neo-Bangalis.
Futuristic gradients and the lens flare represent the gloss and class the urban Bangalis aspire.
This option, however, does not have an Bengali option.

13. Option 2
Central Thought:
A marriage is also an auspicious beginning of a new life.
Thus the name Shubharambh.com - it’s language-neutral and can be pronounced as both
Shubharambha or Shubharambh.
The typeface strikes a fine balance between modern and traditional. The reddish pink colour
reflects the gradual shift in taste of the upwardly mobile urban population.

16. Option 3
Central Thought:
Derived from Sanskrit, Shubha Parinay and its association is familiar with both Bengali and
Non-Bengali people. Both the English and Bengali typefaces are old-school and reflects an
aristocracy, reminiscent of Anandabazaar Patrika. The colour, gradient, and the lens flare
embody the grandeur and spirit of marriage.

19. Marketing strategy: Route Map

20. When: 1st December
This is the No-Problem and Problem phase.
We start off with the “Indoctrination”.
The objective is to create online buzz and a sense of anticipation around the service / brand.
1st Dec is when the platform opens up and we go all across the digital, social and offline universe
talking about it and urging people to join.
The bottom-line is to get almost 20K – 30K profiles / users within this 45 days if we keep 16th Jan as
the launch date.

21. Where: The universe
Proposed Digital Media platforms:
Display Network
Landing page
Proposed Social Media platforms:
facebook
twitter
YouTube
g+
Proposed offline media:
Relevant publications / supplements of ABP, TT and magazines

22. How: The Modus
Proposed Digital Media platforms:
Display Network
Landing page
The DN communications would be simple and straight-forward. Since the launch campaign talks
about how marriages have changed yet finding the right partner is still so easy, our pre-launch
campaign will tease the relevant TG and ask them to come and experience the platform all by
themselves.
The user will be taken to a landing page on clicking the Call-To-Action button.

23. Platforms: Display Network – Route 1 rendition

24. Platforms: Display Network – Route 1 rendition

25. Platforms: Display Network – Route 2 rendition

26. Platforms: Display Network – Route 2 rendition

27. How: The Modus
Proposed Social Media platforms:
facebook
twitter
g+
YouTube
The social media ads and pegs will redirect the traffic to the landing page where the registration
process will happen.
The social media pages and accounts will just have a pre-launch look so that the audience stays
intrigued and excited.

28. How: The Modus
Proposed Offline media outlets:
Patrika
Bishoy-Ashoy
Robibasoriyo
Hawabodol
Uttorer Korcha
Dokkhiner Korcha
Anando Plus
t2
Graphiti
Sananda
Anondolok
The social media ads and pegs will redirect the traffic to the landing page where the registration
process will happen.
The social media pages and accounts will just have a pre-launch look so that the audience stays
intrigued and excited.

29. How: The Modus
Proposed content calendar:

30. Offline initiative - #1: Marriage invitation through the main newspaper

31. Offline initiative - #2: Almanac as direct mailer

32. Landing Page
Now that the audience has been encircled at all platforms through content and ads, it is time now to
check the landing page where the main action is happening.
The objective is to make the audience click on the ads and make them visit the Landing Page. This
page will hold key features of the product, providing important glimpses and features.
The enticing factor would be all these features that would be functional yet provide a human face to
one of the most important decisions of an user’s life.
This is the point where we talk about the benefits and solutions to the potential users.

33. Platforms: Landing Page – version 1

34. Platforms: Landing Page – version 2

35. Thought behind:
The 1st landing page will host the product video, write up about the features, and a form to be filled up.
Audience will be encouraged to leave their information behind so that we can get back to them as
soon as the platform opens on 16th / 26th Jan.
The 2nd Landing page will host all the videos compiled into one, thus completing the full story.
The audience will be contacted through the launch campaign in a multi-channel format once the
platforms opens to the world.

36. Sourcing the crowd: Methods
1. Get the existing Patro-Patri database in to action.
2. Pre-launch ads on the social and digital platform with special offers.
3. Retargeting
4. Video marketing – disseminating product features
5. Guest blogs / articles
6. Host Guest blogs
7. Industry expert interview
8. Create online communities
9. Conferences / Webinars
10. PPC ads, DN ads, Social ads
11. DMs
12. App store marketing
13. Referral marketing
14. Case studies (probably at a later stage)
15. Press releases / Offline PR / Online PR
16. Gmail adwords
17. Cold calling
18. Q&A sites
19. Sponsored contents
20. Offers / deals / packages

37. Timeline:

38. Mid Jan: Post 15th Jan
Now that the curfew is gone, time to launch the platform.
This is where we go back to the awareness ladder and talk about the platform now!

39. Where: The universe
Proposed Digital Media platforms:
Display Network
Landing page
ABP website / TT website
Proposed Social Media platforms:
facebook
twitter
YouTube
g+
Proposed offline media:
ABP / TT / Ebela / Relevant publications / supplements of ABP, TT and magazines
Proposed media vehicles:
Print, Radio, Outdoor, New Media (Ambient + Digital), Innovations, DM

40. Big Idea
Marriage is not an event. It is an experience.
And in today’s context, in a real open world, it is not only one of the biggest decisions in life.
It is probably one of those rare moments in a family when time comes to a standstill.
We present to you two routes, one talking to the present generation in a friendly but assuring tone that no
match is impossible now.
The second one takes a macro and micro views of marriage and talks to the elder generation. This is a
matured route and upholds the joy and achievement involved in a marriage.

41. Route 1
Central Thought:
Extending our proposed positioning of 'Nobody is perfect, find the right person', we have played
with the word 'thik' meaning two things - one, the right person and two, an assurance from ABP to
the prospective brides and grooms. We have built stories around little needs, wants, likes and
desires, to communicate the differentiating factor that an interest-based matrimonial site will
provide to its users.

45. Print Ad

46. Brand film: TV & Digital

47. Radio Ad

48. Billboard Ad

49. Magazine Innovation

50. Mall Innovation

51. Mall Lift Innovation

52. Metro station Innovation

53. Pillar Branding

54. Pole Kiosk Branding

55. Van Branding

56. Mega Ambient: Route specific

57. Route 2
Central Thought:
Quintessential Bengali expectations and emotions around marriage with the bottom-line
being, no matter how much and how far Bengali marriages change, the importance of
marriage will always stay the same. And, so will the credibility of ABP. What patro-patri
meant to the previous generation, the new matrimony website will take it to another level for
the current generation.

61. Brand film: TV & Digital

62. Radio Ad

63. Billboard Ad

64. Magazine Innovation

65. Ambient / Live Hoarding Innovation: Nahabat

66. Ambient Innovation: Palki

67. Restaurant Innovation

68. Bus Innovation

69. How: The Modus
Proposed Digital Media platforms:
Display Network
Landing page
The launch campaigns would take over the pre-launch communications.

70. Platforms: Display Network

71. How: The Modus
Proposed Social Media platforms:
facebook
twitter
g+
YouTube
The social media ads and pegs will redirect the traffic to the landing page where the registration
process will happen.
The social media pages and accounts will just have a pre-launch look so that the audience stays
intrigued and excited.

72. Platforms: Social media platforms

73. Platforms: Emailer

74. How: The Modus
In addition to the above proposed ideas:
1. In-film branding
2. In-serial branding
3. Shakha-Pola shops branding
4. Doshokorma Bhandar branding
5. Marriage halls tie-up: Celebrity Bashor – After Party theme
6. Extending the live hoardings / Nahabat to Kalighat temple area / Dakkhineshwar temple area

75. Key Takeaways from the campaign timeline
1st Dec to 15th Jan: Generate buzz around the product + Execute product enquiry + Create a sense of suspense and expectation
around the product
16th Jan: Launch
Next 3 months (till 16th April): Studying the product / Studying the audience
KPIs:
1st Dec to End April: Measure analyze and track conversion rate of traffic
April onwards: Measure analyze and track conversion rate of subscriptions
Our entire communication plan (both offline and online) will revolve around these metrics and understanding of the audience.