This presentation outlines a marketing campaign for a new TV series based on the works of Humayun Ahmed and his popular character Himu. The objectives are to grab 55-70% market share of the target 16-38 urban audience within four months. The campaign will use emotional messages and associations to Humayun Ahmed to generate curiosity and viewership. A mix of advertising, events, and online tactics will be used, with a budget of approximately 59 lakh taka allocated across media, operations, and other expenses. Effectiveness will be measured through viewership data to guide any needed changes. The overarching theme is "Himu is you inside" to position the series as a source of fun and inspiration.

1. Welcome To
Our Presentation

2. Name ID
Tamanna Jarin 11102274
Sadia Rahman 1210236
Umme Honey 1210098
Sabrina Rahman 1320963
Syed Tanzil Hossain Kazi 1210252
Shadman Shakib 1230298
Fairuz Shahana Binte Hafiz 1210119

3. TV series

4. Situation Analysis
• Background Research
• SWOT
•Key advertising problems to be solved

5.  Young generation usually don’t see serials
 Indian serials are becoming popular
 Weak and similar stories
 Serial on Humayun Ahmed’s story has high demand
 Character Himu is very popular among young people
 Serial market is competitive but there are few young generation
oriented program
 It will be the first TV serial after the death of Humayun Ahmed
Background Research

6. SWOT Analysis

7. Key Ad problems to be
solved
 After a long time people will be able to see TV serial written by
Humayun Ahmed
 Himu gives the message that “whatever you are, be confident,
nice, crazy and live happy”
 whoever like to watch BD serial surely it will attract them
 people will see BD serial instead of Indian's
 Less ad during show time
 Gives audience a new taste

8. Key Strategic Campaign
Decisions

9. Objectives
“ Within four months we want to grab 55%- 70%
market share of target audience by using emotion,
persuasion, association and will give audience a
great opportunity to see a different type of TV
show”

10. Before Launching
 We will make curiosity and after that give the
message and for that will make 30% - 40%
targeted audience egger to watch it.
After Launching
 Then we will use strategy that will help to make
new audience and do word of mouth
communication

11. Target Audience
16-38 ages male/female urban people

12. Brand Positioning
We want to introduce the serial as a source of good
passing time and entertainment.
Competitive advantage
 The character Himu is different and crazy than other
characters.
 In Bangladesh every serial is based on fun &
romance. “HIMU” will give audience a different
taste.

13. Campaign Strategy
ATL: TVC, Newspaper, RDC
 TVC: Teaser ad for first few weeks that will make audience curious
than will show the full ad. Ad will be between 30- 40 seconds

14. Newspaper: We will also do teaser ad in here in three
steps
Before Launching

15. , channel I
After launching

16. RDC: We made RDC for the radio listeners.
Graffiti: we will do in various area of Dhaka and main cities

17. Ours RDC

18. Guerilla Marketing :
Concept:
• Some people will walk in street with bear footed and wearing
yellow panjabi and many people will do it in selected area so there will
a question .who are they? And some sometimes they will solve
problems and in this way they will give the message.

19. BTL: Road show, leaflet, YouTube, face book, online ad.
Road Show: We will visit different area of Bangladesh
and do campaign.
Campus Himu: we will also visit different public &
private university and conduct a competition named
“campus Himu”. We will try to find out people who things
differently or like Himu.

20. You tube: release trailer and give ad through it.
Face book page: we will make fb page and do Himu selfie
competition where people will capture by wearing himu
costumes
Online ad: we will give banner ad in different site.

21. Media Strategy
Before Launcing
 At first we will give newspaper and TV ad then we will do
guerilla marketing, online, campus or road show.
After launching
 We will simply use newspaper ad, TVC and RDC, Graffiti, poster
to remember our serial.

22. Media Objective
“By using different media for advertising & campaign
we wants to grab targeted audience attention,
pursue them to watch by making them emotional”

23. Media Selection
 Electronic Media: we will use it because people pay more
attention to this than any other media.
 Newspaper: who has no time to watch TV can get informed about
our series.
 Radio ad: for young generation who usually like to hear radio at
night & morning.
 Online: it’s will effective for those who don’t get time to use any of
these media.

24. Media Vehicle
 TV: we will give ad in channel I, ATN, Somoy TV.
 Newspaper: Prothom Alo, Daily Star, Bangladesh
Protidin, daily iffefaq and so on.
 Online: Facebook, youtube.
 Radio: radio furti, radio Today, abc radio and so on

25. Scheduling
Newspaper:
 4 months and three days a week either first, third, seven or
last page.
TVC
 In pic hour (6pm- 10pm)
 Off pic hour (1pm- 3pm)
 Everyday: before or in the middle of mid time news and
evening news.
RDC:
 At morning 7am to 10am
 3pm to 8pm
 And before any program which is very popular among
targeted audience.

26. Budget allocation
Cost of Print Media
Daily Ittefaq 35000* 12ads 420,000
Prothom alo 49,000*12
ads
5,88,000
Daily Kaler Konto 36,000* 10 ads 360,000
Daily Star 21,500* 10 ads 215,000
BD protidin 39,000*8 312,000
Cost Of RDC
Radio Foorti 2667* 20 ads 53340
ABC Radio 1702* 20 ads 34040
Radio Today 1666*8 ads 13,328

27. Sources of Expense Amount
Cost of TVC
Channel i 51,000* 25 ads 1275000
Somoy TV 7000* 40 ads 280,000
ATN Bangla 50,400*20 ads 1008,000
Road Show ,Other
Campaign & Guerilla
Marketing
4,00,000+90,000 4,90,000
Manpower &
Transportation
3,00,000+3,50,000 6,50,000
Total Campaign Budget 58,90,128

28. Message strategy

29. Key consumer insight
1. Our main message strategy will be that consumers remember
Humayun Ahmed and his popular character Himu by our TV
series.
2. To change the character of young generation and middle
age people by Himu.
3. Find those types of people who thinks that Himu is a anti
logical person
4. By our ad or every campaign we we try to give a message
and that is be a real human

30. Message objective
 To emotionally “pursuit” people to watch our TV series by
remembering Humayun Ahmed through his renown Himu
character.
 inform the target audience about our TV series.

31. Selling Premise
 The main purpose is to do profit but message will be “Be a
Real Human” by this message we will make our audience that
what is in It ?
 we will show prove or logic in serial.
 Our hints or clues will also reflects in our every single Ad or
campaign.

32. Big Idea
 Our big idea is to inform people about our TV series through
emotional & persuasive message and campaign theme will
be “Himu is you inside” and under this theme will give our
message

33. Message Execution &
Design
• We will execute our theme by those ways that will grab
customers attention like.
1. by arranging campus competition
2.by showing TVC about HIMU etc.

34. Other Marketing Communication
Tools
 Public Relation: we will write different types of articles in
various newspaper to grab attention
 Point of purchase: we do it through different fashion house.
 Merchandising: we will make a fashion house to our partner
where people can by Himu costume.

35. Campaign Management

36. Evolution of effectiveness
 We will measure our effectiveness in each month and decide
whether is to change or not.
 We can change our strategy if necessary
 We will do different types of campaign to attract different
audience to convince them
 Our promotions’ effectiveness will be evaluated
by measuring the amount of customers are
watching the First Episode of HIMU
through This information will mainly help us to
evaluate the effectiveness of our Campaign
Television Rating points(TRP)Television Rating points(TRP)

37. Campaign Budget
Sources of Expense Amount
Total Cost of Print Media 18,95,000
Total Cost of RDC 2,92,128
Total Cost of TVC 25,63,000
Total Media Budget(Print +TVC+ RDC) 47,50,128
Road Show ,Other Campaign & Guerilla
Marketing
4,90,000
Manpower & Transportation 6,50,000
Total Campaign Budget 58,90,128