This document outlines a marketing campaign for a motorcycle brand. The campaign aims to increase top-of-mind awareness and drive sales through differentiated communication strategies. It will use emotional appeals like excitement and freedom in advertising to stimulate interest. The campaign will utilize various media channels like print, out-of-home, television, digital, social media, and experiential marketing. This includes adrenaline-fueled images, virtual reality simulations, contests, and social media engagement to change perceptions and generate excitement around the motorcycle brand.

1. 20150122014 : Anubhav Tyagi
20150122018 : Bijaya Swati
20150122023 : Eashwar
Gopalkrishnan
20150122034 : Madhur Gunjan
20150122037 : Manisha Saun
20150122044 : Nitya Vijay
20150122048 : Prabhu Sumedh
20150122078 : Vibhas Bharadia
20150122080 : Vivek Kumar

2. Objectives
• To increase top of the mind awareness through a differentiated communication
strategy and eventually drive sales.
Rationale
• The campaign uses affective (feeler) strategy because the motorcycle is a high
involvement product that produces a psychological response.
• The advertisements will stimulate interest by using the emotional appeals of
excitement, self-realization, pleasure, passion and freedom. Then to make the
men actually buy the motorcycle we will provide them with the information and
steps necessary.

4. Building Awareness – Maximizing Reach and Efficiency
Media to be Used Campaign Positioning
Print Media
Ad Series – To Be Me Or
Nothing – Bike Spares
TOI, HT, Regional Dailies
Disruptive First Page
OOH
Breaking Image Pixels in
Speed and Bike Wrapping the
Reality, Bungee Jumping
Hoarding
Digital Boards – Malls,
Creative Hoardings at best
locations on campus
TVC
Accentuating and amplifying
the person you are
English and Hindi Movie
Channels, Sports Channels
Social Media
User Generated Content
#JazbaAzadiKa,
Conduct Tweet-a-Thon
Facebook, Twitter, Vine,
Youtube

5. Changing the perception, Conveying a Simple Message, Building a relative brand
identity, Generating Excitement - Get People Talking
Media to be Used Campaign Positioning
OOH Creative
Hoarding showing garage
many black normal bikes and
one pulsar highlighted with
headlights on
Major crowded locations
across the city
OOH Creative
3D Street Art painted on floor
of parking lot
Parking of Malls and
Corporate Offices and
Buildings
Social Media
Continue the Social Media
Engagement and put a few
more posters.
Facebook, Twitter, Vine,
Youtube

6. Generating Action (Driving Sales) - Drive product experience and trial
Media to be used Campaign Positioning
Social Media Continue #JazbaAzadiKa and
activities around it
YouTube, Vine ,Facebook,
Twitter
Experiential Marketing Virtual Reality – Simulation based on
VR Glasses and 4D interaction and
clubbed with Test Drives
Malls, Colleges, Corporate
Canteens
Print Media Unique Barcode placed on printed
Pulsar Key – 50 winners
TOI, HT, Regional Dailies
Side Flap on Front Page
Radio promote the print media contest Radio Channels
TVC Continue the TVC campaign at less English and Hindi Movie
Channels, Sports Channels

7. Create word of mouth, Encourage consumers to talk
Media to be Used Campaign Positioning
Social Media
Continue the Social Media
Engagement and put a few
more posters
Facebook, Twitter, Vine,
YouTube

9. Use of Interactive Media:
• 4D Simulation Model
• Key Barcode Contest
• OOH