holistic campaign for FMCG

1. Celebrating womanhood everyday
- a Star Ananda, MASHAL Campaign

2. Theme :
Campaign plans to thank , celebrate and appreciate womanhood and
involve women and their families by building a platform where anyone can
nominate his or her wife, mother ,sister, bhabhi, nani, dadi.
Objective :
• Create a brand connect with the woman and family members
• to make an engaging interactive campaign
• Acknowledge the virtues of woman and connect with
goodness, virtues of the brand

3. Idea :
Brand , friends and family thank and appreciate the
woman of the family for their selfless efforts and
make them feel ‘special’ and the byte is played on the
channel of the nominee and the nominated, and the
weekly winner is acknowledged on the channel

4. Proposed Media:
• Newsprint: ABP portfolio
• Outdoor :
• POP : Posters, Cut out of the protagonist
• Brand activation:
• Electronic: spots in Star Annanda
As ABP group would be the media partner, the newsprint ads are proposed to
be FOC, whereas in all the collaterals ABP branding will be there

5. Print invitation ad
Kitchen ki shaan aur pariwaar ki jaan. Mashal karta hai
naari ke har roop ko salaam! Ab aapki baari hai….
Mashal deta hai aapko apne pariwar ki naarii shakti ko dhanyawad karne ka mauka.Bataiye kaun
hai aapke pariwar ki gyanu jaanu aur kyon; saath hi bhejiye unki ek tasveer aur mashal ke 1 lt ka
label aur paiye mauka unhe hamari agli ad mein dehkne ka.
+ you
Mother Wife Bahu Bhabhi Gyanu Jaanu
+ + =
Contest form
…………………. Hai Gyanu Jaanu because …………………………………………………………………
Name :……………………………… ph.no.: ………………………………
Add.:………………………………………………………………………………………………………………………

6. Contest
(in print)
• Mashal Gyanu Jaanu contest:
• (The participants are supposed to nominate women they know who play multiple
roles in their lives and who bind the family together. Basically they have to tell us
about the super woman of their family and reason to support their nomination. It
can be a mother, sister, wife, bahu, bhabhi, grandmother etc.)
• Everyday we choose 2 or 3 gyanu jaanu and their picture is published in our
weekly announcement advt with the reason stated by the nominator
• The contest form will be there in the news papers.
• A personalised card from the nominator will be sent to the nominee.
• Properly filled form along with the picture of the nominee and 1lt label of mashal
will be eligible for the contest.

7. Print ad
Mashal
Gyanu Jaanu
Kitchen ki shaan aur pariwaar ki jaan.
Mashal karta hai NAARI SHAKTI ko
salaam!
(here we can use the typography idea to
write gyanu janu)
Contest form
…………………. Hai Gyanu Jaanu because …………………………………………………………………
Name :……………………………… ph.no.: ………………………………
Add.:………………………………………………………………………………………………………………………
Dummydu
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Dummydu
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dummydu
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8. Radio activities
• DAILY:
• One dedicated program “Mashal Gyanu Janu” where ppl call the Rj and tell about their gyanu janu
and dedicate a message. The best dedication of the program wins a food voucher. (we can use the
setting format- where ppl talk to each other through the radio on conference and the dedication
can be carried on there)
Or
• The callers can call any time during the day and dedicate a song or message. The best dedication of
the day wins a food voucher.
• Sms your gyanu jaanu’s name, add and a message to radios no. and mashal will send a personalized
thankyou card to the nominee from the nominator.
• Gyanu Janu Health tip spots giving facts about mustard oil to be aired few times a day.
• Gyanu Janu Polling questions in interactive shows like khichdi. Lucky winners get food vouchers
worth some amount at a good restaurant.
• Polling questions can be like “what are the enzymes that mustard oil has ?” with 4 options. The
answers will be tactfully told through the health tip spots aired through out the day.
• RJ mentions.
• Radio jingles.

9. Outdoor activities
• Ob van visits at known markets of chandigarh (17,22,35,34,32,11,15,19,47,42 ect),
panchkula (7,11,8,9,20,4, mani majra) and mohali (ph 7, 3b2, 70. etc).
• BIG EVENT: MASHAL MRS GYANU JAANU CONTEST
o It’s a pageant for the sarva gun sampan women.
o Women to be judged on looks, personality, fitness and intelligence.
o The event can take place @ kalagram
o Media hype and can be broadcasted on some local channel

10. Required tie-ups
• Radio channel
• News paper
• Telecom company(idea)
• channel