A group presentation for Culture and Communication. The group was assigned a month of the year and we were required to launch the promo of a new Television series in India

1. Group 12
Month assigned – Phalguna
Festival chosen - Holi

2. Phalguna
• Phaalgun is the twelfth month of the year, beginning on 20
March and ending on 21 April (or 20 April during leap years).
• In lunar religious calendars, Phaalgun may begin on either the
new moon or the full moon around the same time of year, and
is usually the twelfth month of the year.
• In the Vaishnava calendar, Govinda governs this month.
• The prominent Festivals in this month are Holi and Shigmo
(which is celebrated in Goa and other parts of Konkan)

3. The Hues of Holi
About Holi in brief
 Holi is an ancient festival of India and was originally
known as 'Holika'. The literal meaning of the word
'Holi' is 'burning'.
 Holi celebrations starts with the burning of Holika on
the eve of Holi.

4. • Legend of Lord Krishna is also associated with play
with colours as the Lord started the tradition of play
with colours by applying colour on his beloved Radha
and other gopis.
• There are also a few other legends associated with the
festival - like the legend of Shiva and Kaamadeva
and those of Ogress Dhundhi and Pootana.

5. Teaser/Promo - Dosti
About Dosti
A story of five friends living in the vibrant city of Jaipur. It’s a
story of their personal musings, their life at college, their
experience with love, hate, happiness and discomfort. Though the
story could have its own planned set of events, we have decided
that the first episode of this TV Serial will be on the day of Holi
with the peculiar settings.

6. Making the Connect – Why Holi?
Somewhere down the line, this television series reflects the spirit
of this colourful festival. Each character in the serial emanates a
different hue which expresses their unique personality, but all are
somewhere connected with this string of friendship.
Very much like Holi – different households, various members,
variety of colours, several ways of celebration but one common
thread – the spirit of Indian culture.

7. Making Dosti Visible – The Logo
The regular Logo for the series
A separate Logo specially designed to
appear during Holi

8. Vehicles of Advertising
• Television Commercials (TVC)
- The TVC is broadcast on national television, on the show’s
parent channel and related collaborative channels.
- Not just one video ad, maybe 2-3 aired over 21 days
- This shall go on air at least three weeks before the Mega Holi
episode and will build up the suspense to character plots
changing during the festive season of Phalguna

9. Vehicles of Advertising
- Holi special logo given prominence throughout
- Target audience: youth can be target by advertising in the
afternoon- not to lose out on viewership (the stay at home
members), late evening through midnight.
• Print Media (newspapers)
- Hindi and English dailies
- Unanswered questions on the copy and creative of the ads
would have the audience more curious.

10. Vehicles of Advertising
- Interactive columns too can be incorporated for readers to
assess what colour and hence what personality they reflect on
based on a set of company-conceived questions.
- Not more than 2 dailies a day. Over 3 weeks. Extended time
duration= prolonged recall and retention.

11. Vehicles of Advertising
• Radio Advertising
- Radio isn’t used as the primary source of promotions as the
target audience may not listen to the radio as much
- 1 week prior episode: One voice-over ad, travelling youngsters
(morning)
Interviews with show cast, contest questions

12. Advertising Schedules
We have tried to reach out to the audiences through the various
mediums with all our three advertisements.
• Television
- It was spread out during three weeks, where in the 1st ad was
given primary importance in the first week, in the second week,
the frequency of the first advertisement was reduced and
preference was given to the 2nd advertisement and in the last
week, all three advertisements were shown in equal frequency to
complete the series.

13. Advertising Schedules
- We have targeted three main time slots, i.e. morning, afternoon,
and night. The mornings afternoons and evenings have three slots
and the night has 6 slots. This is because the TRP rate is highest
at night as all members of the family are available at that time.
- We have divided the three advertisements and given them
preference during the week in which they are released along with
keeping the flow and telecasting the previous advertisements of
the series.

14. Advertising Schedule
• Print Media
- The print ads will be released one week prior to the launch of
the show. This will add to the already existing effect of the
television advertisements. We will show one popular face of that
region in the newspapers so that the audiences can connect with
the promotions.

15. Advertising Schedule
• Radio Advertising
We have chosen the slots where maximum audience is listening
to the radio. This will increase awareness about the program and
eventually viewership of the program.
The peak hours are during morning and evening traffic hours
where most people are in their cars and are tuned onto the radio
channels. Radio one is our radio partners for this event. Radio
advertising will start one week prior to the launch of the show.

16. Event
Prior to Holi
• Event to be held in Malls across India. Contest wherein several
forms of relations – like that of a married couple, Dad and
Son, Dad and Daughter, Mother and Daughter, Boyfriend and
his partner and so on would be acting as teams will be asked
questions about the likes and dislikes of their partner/spouse in
isolation. Among the questions would also be –
- Which is your partner’s favourite colour to be played with in
Holi?
- What gift would he/she expect from you this Holi?

17. Event
• These answers will then be cross-checked with the other
partner to evaluate the corresponding accuracy. The team with
the most number of matched answers will win gift hampers
from Colours.
• The aim of this event is two-fold. One, to find a connect
between two people, give them a fun game/activity in the mall
and two - to obviously increase the visibility of Dosti amongst
people.

18. Event
Day of Holi
• A Holi party will be organised where members of Colours and
the cast and crew of Dosti will be present with the general
public in Courinthians Club, Pune. Corinthians Club holds a
Holi party every year which garners a lot of attention in Pune.
• Passes are sold and there are wealthy sponsors that organise
the event. This time, the event will take a different turn with
the party being organised by ‘Colours’ to promote Dosti.

19. Event
• The Event would be named ‘Rang Barse, Dosti kay Sang’ and
it would have a live performance by a DJ. Being a Television
serial that is almost on the brink of launch, this will gather
media attention and sections of the news channel like ‘Saas
Bahu aur Saazish’ which cover such ‘behind the scene’
activities of soap operas.
• It would carry footage of the cast playing holi like everyone
else in the country. But at the same time it will carry
interviews of them about the story and the characters they are
playing.

20. Event
• These programs are popular amongst the Indian viewers and it
would create an additional buzz for the serial as the audience
would get to know the cast up close before they start watching
them in their characters.
• Apart from this, it will also become popular amongst the
public for the Dosti team’s enthusiasm to play Holi and
celebrate the festival with their prospective viewers.

21. Unveiling the Print Ad

22. Thank You…
And don’t forget to tune into
Colours to watch Dosti. Thursday to
Sunday, 10 pm.
It’s going to be way better than
Afsar Bitiya, we promise! 