IPO Marketing Strategies for HPPPL

Marketing Strategies for IPO Campaign
By: Bharti Sharma
IILM Institute for Business & Management
HINDUSTAN POWER PROJECTS PVT. LTD.

Age Bracket Idea Source
15-35
Giant Green Bharti
3D Neon Campaign Bharti
LED Bicycle wheel-on Bharti
Sneezing Bus stop Bharti
S-Oil Here Balloons Bharti
DU Fest Naveen
35-45
Solar Tree Bharti
Solar Van Bharti
Jack & Jones Bharti
Train Advertisement Naveen
Road Advertisements Naveen
45-60
3D Painting Bharti
3D Painting Naveen
Airport Advertisement Naveen
KLM Surprise Bharti
Viral Video Naveen
Bus Stop Campaign Bharti
SEIA Solar Energy Campaign Bharti
Executive Summary

Idea 1 - Green Giant – Three Dimensional Hologram
Sources: http://youtu.be/_-WWMJzDTqE
• Concept:
• Green Giant launched One Giant
Pledge at Grand Central Terminal,
New York City
• Families to take the Veggie Pledge
and interact with a larger-than-life
augmented reality Jolly Green
Giant on a 30 square meters screen.
• Reach: One Giant Pledge generated
600 million media impressions
from nearly 500 placements, 400
live event pledges and over 22,000
Facebook pledges. Green Giant,
Le Sueur, MN. 1015863 likes · 3391
talking about this.
• Idea: We need a solar-man
animated cartoon for the
hologram.
• Target audience: 5-50 (Focus: 15-35)
• Location: Malls ; Happening Places .
• Duration: 1 day (11am-6pm) in every state
• Before IPO Launching: 1 month

Idea 2 - 3D Neon Campaign
Sources: http://youtu.be/cO7iCbtlclc
• Location: Cyber Hub (Gurgaon), etc.
• Duration: On weekends within different
cities
• Concept:
• This is a 3D neon lights
campaign which was used for
the promotion of a water
selling company in France.
• It needs the audience to pedal
the exercise bikes and a giant
neon light man appears on the
wall. This neon light man then
moves when they pedal; the
more they pedal, the more he
moves.
• Idea: We can use sun based
animations with neon lights.
The theme will be
“Environment” based so that it
can catch more people.

Idea 3 – LED Bicycle wheel-on
Concept:
This concept was launched by
fantasmaOwl to promote the
awareness regarding bicycle riders.
Idea: We can use our company’s
name or logo on the wheel by LED
and organize a marathon or
campaign in which everybody is
going to participate.
We can use the theme
“Environment”.
• Location: Goa, Mumbai
• Duration: On weekends within
different cities
Sources: http://youtu.be/eLMQzfYANAU

Idea 4 - Sneezing Bus stop
Sources: http://youtu.be/rJZoEDrSpxK
• Location: Bus Stops, Open Markets
• Duration: 5-6 months
• Before IPO Launching: 5 months
• Concept: This concept was
introduced by a
pharmaceutical company to
aware people about health
and hygiene in Canada
• Science World decides to
spread the facts by an
interactive bus stop ad. This
time it’s in the form of a bus
shelter that sneezes on
people when they touch the
sticker as they wait for their
bus..
• Idea: We can use boards or
hoardings in which we can
use current with low
intensity.

Idea 5 - S-Oil Here Balloons
Sources: http://youtu.be/f0vk87z3sPA
• Target audience: 18-50(Focus: 15-35)
• Location: Parking
• Duration: 6 months
• Place: South Korea
• Concept:
• S-oil launched S-Oil HERE Balloons
Concept in South Korea.
• What if we could tell people there was a
parking space right here? With HERE
balloons, S-Oil did exactly that.
• They set up a bright yellow balloon in
each space.
• The balloon falls when a car parks in the
space, and rises again when the car
leaves.
• Quick parking means saving time and
saving oil.
• That means happier drivers and a
healthier planet.
• Drivers could see the colorful balloons
from far away and spot empty spaces.
• Idea: We can use here balloons in
parking lots for awareness of the
company.

Idea 6 – DU Fest
Concept:
TOTAL STUDENTS: 50000
CONTEST: LIKE ROCK CLIMBING ,
CHOCOLATE EATING AND MANY MORE.
TARGET: STUDENTS AS FUTURE
INVESTORS .
CONTACT: STAFF OF THE COLLEGE.
• SMALL PAMPHLET DISTRIBUTION WITH
INTERSTING FACTS
FEST: YOUTH NEXUS ONE OF THE BEST
FEST OF D.U .
Idea:
We can organize activities to engage
students during the fest for the
promotion of the company.
• Location: DU
• Duration: 2 days between January to
March
• Before IPO Launching: Tentative

Idea 7 - SolarTree
Sources: http://youtu.be/lHzBKl0R8lA
• Location: Malls, Parks, Squares, etc.
Concept:
• This concept was introduced by
an Israel company.
• These solar powered "trees" will
be put in public areas and
enable people to charge their
phones and connect to Wi-Fi.
• Idea: We can keep these solar
trees at prominent places where
people can experience solar and
it will help to gain the trust of
public as well.

Idea 8 - SolarVan
• Location: Malls, Open markets, etc.
Concept:
This is a mobile charging
portable van which will be kept
at the most happening places.
Idea: We will be putting our ads
and boards on the Van, so that
people get aware of the name.
We can engage people there by
interacting with them and by
questionnaires as well.

Idea 9 - Jack & Jones
Sources: http://youtu.be/c8d0AqeRtEE
• Location: Online Campaign
• Before IPO Launching: 2-3 months
Concept:
• Valentine’s day: Celebrated singlehood on
valentines day as black valentine.
• Women’s day special: We love women
who do conversation. It was just for
people engagement.
• Friendship day: What if enemies became
friends? Users asked loved to be friends
with which enemy.
• Monday Blues: Asked users to abuse the
shit out of Monday.
• Reach:
• Black Valentine: 19,73,273 impressions
within 8 hours
• #WeLoveWomenWho: 58,372
impressions on twitter
• #ShouldBeFriends: 1,02,146 impressions
within 6 hours
• #BeepMonday: 1,84,271 impressions
within 12 hours.
• Idea: We can use few ideas to make
people aware about company using digital
media.

Idea 10 – Train Advertisement (Rajdhani)
Sources: http://www.relyoncts.com/
• Location: Nizamuddin to
Thiruvananthapuram
Concept: Vinyl Wrapping on outer area of the train.
• Contact for vinyl wrapping on trains
• Delhi mail delhi@vinylbannerstand.com
• Phone:
91(01612550593),
9814055059,
9814055090
• Advertisemnt contact :
CTS Management Services Pvt. Ltd.
Marketing –sanjai jalla
E-mail: sanjai.jalla@relyoncts.com
• Departs from platform number 5 arrives to
platform number 1
• Time 10:55AM TO 4:55PM 2 nights.
• Distance 2848km
• Speed 67km/ hr. people will be able to see
advertisement easily.

Nizamuddin to Bangalore
Platform: 4 to 10
Time: 8:45 pm to 6:40pm two night travel
Distance: 2383km
Avg. Speed: 70km/hr
Target Audience: 20 to 50
New Delhi To Guwahati
Travel Time: 27h 25m
Distance: 1881 km (12 halts)
Avg Speed: 68 km/hr
Departs: 13:55
Arrives: 17:20 +1 night
Platform: 16 to 1
New Delhi to Mumbai City
Platform: 1 to 1
Time: 4:35 pm to 8:35 am
DISTANCE: 1386 km
Avg. Speed: 86km/hr

Idea 11 – Road Advertisements (MUMBAI PATEL BRIDGE)
• Location: Mumbai
• Concept:
The cost for hiring this site for 10 days
ranges from Rs 20 lakh to Rs 24 lakh.
Patel Bridge caters to heavy vehicular traffic
to and fro South Mumbai, covering Marine
Drive, Nariman Point and the Bombay Stock
Exchange.
• Reach: 3-4 Lakhs per Day
• Contact: Times Out of Home Media
Phone no.: Mumbai +91-22-66296646, Fax
no-+912266296602
Phone no.: Delhi - +91-124-4556646,fax +91-
1244556602.
• Idea:
We can put one creative hoarding on the
bridge because the reach is high.

12. 3D Painting
• Location: Airports, Malls
• Duration: 1 month
• Concept:
This will be kept on prominent
places or on the places where
the footfall is maximum.
It will attract people for photos
and selfies, because today
everybody is caption addicted
so we can organize a selfie
competition in which people
will get to know about
company.
• Idea: The logo will be on the
painting and people have to
click their pictures and
selfies with logo to win the
prize.

Idea 13 – 3D Painting (Airports)
• Location: T2, Mumbai Airport
• Concept:
It is a 3Dpainting, which will be displayed on the floor
of the entrance to attract more people.
• Reach: 31 Million Footfall (2013)
• Idea:
We will be putting this picture on the entrance of
airport Gate no. 2,3,6.
• Contact Person:
Mr. Vijayyewale(General Manager)
Contact: Times innovative media ltd.
Phone: 91 2255536983/022-30988113/30988998,022-
55536983
FAX: 022-55536800
Email: www.timesoohmedia.com

Idea 14 – Airport Advertisement
• Location: Mumbai, Delhi, etc.
• Concept:
• Advertisement through Hoardings in
boarding areas.
• Tags For Luggage.
• Pictures on the back side of the seats in
flights and Waiting Chairs.
• Reach: 35 Million footfall in Mumbai,
39 Million footfall in Delhi

Idea 15 - KLM Surprise
Sources: http://youtu.be/pqHWAE8GDEk
• Target audience: Middle & Upper Class
• (Focus: 45-60)
• Location: Airports (Delhi, Mumbai, etc.)
• Reach: 10,00,000 impressions
• Concept:
KLM created a website and Twitter
feed dedicated to their campaign,
joined Foursquare, and posted their
video on their YouTube channel and
the KLM Facebook Fan page.
They attempted to start and join
conversations on those platforms,
and get a feel for what their
customers are like.
They could have saved time and
presented those 40 passengers with
a generic gewgaw; instead, the
employees took the time to learn
more detail, and give their
customers something that had real
value to them.
• Idea: We can tie-up with some
airlines and promote company in
similar manner.

• Location: Digital Campaigns
• Concept:
This is a video used for the
promotion of ”Redbull”.
They hired people for river
rafting and sponsored the
campaign. They kept the ads on
all networking sites.
Reach: Approx. 1,24,673 likes
Idea:
We can sponsor any
adventurous event or campaign
and make it viral by putting it
on social networking sites.
Idea 16 – Viral Video

Idea 17 - Bus Stop Campaign
Sources: http://youtu.be/NJN1jZ9_E50
• Location: Bus Stops, Open Markets
Concept:
• The video consists of Photoshop expert
Erik Johansson operating from a van
parked next to a bus stop where the
poster board has been rigged into an
electronic display.
• The crew inside the van take pictures of
unsuspecting passengers and Erik
Photoshop's them into all sorts of funny
ads that are then displayed on the
electronic display at the bus stop.
• Passengers waiting for the bus are more
than amused to find their pictures
displayed on the screen and the
reactions are captured on camera.
Reach:
• Adobe Photoshop’s Street Retouch
Prank video has skyrocketed to the top
of the viral charts with over 9.2 million
YouTube views and 300,000 Facebook
shares within just 3 days!
Idea: We can use this concept with solar
theme.

Idea 18 - SEIA Solar Energy Campaign
Sources: http://youtu.be/8UeprlztaHU
• Location: Across Major Cities
• Concept:
• This campaign was launched by the
company SEIA.
It was America’s first national TV and web
campaign to promote solar energy.
• In this campaign they have covered
6000 mile journey called “The Solar
Generation USA Road Trip”.
• Their Policy was
“If you want to know how solar is working
for America.. You have to go and ask
America.”
• The campaign covered 16 states to
know about the views of solar
generation people.
• Idea: We can plan a road trip in which
the all the plants & sites of our
company will be covered, where senior
management people can join the road
trip.

IDEAS
 SEIA Solar Campaign
 3D Neon Light Campaign
 LED Cycle Campaign
 Bus Stop Prank
 Sneezing Bus Stop
 Solar Tree
 Solar Van
 Giant Green
 S-Oil Here Balloons
 KLM Surprise
 Jack & Jones (Digital Campaign)
 3D Painting
 Train Advertisement
 Airport Advertisement
 DU Fest
 3D Painting
 Viral Video
 Road Advertisement
 Sample pictures
AGE BRACKETS
 25-50
 15-50
 15-50
 20-60
 15-50
 20-50
 20-50
 5-50
 18-50
 Middle & Upper Class
 20-50
 15-55
 25-50
 25-45
 18-25
 20-60
 15-50
 20-50
 -

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