Mumbai WallBook, a case study of Branding and CSR going hand-in-hand Mumbai WallBook, was a CSR initiative driven with an endeavor to beautify the defaced city walls, with the creative theme based paintings by professional painters. The event was conceptualized by Brand Promotions and was supported by Tata Housing. Though Tata Housing, initially was only associated with the event as a title sponsor, but eventually the marketing team spearheaded the entire awareness campaign creating huge buzz in the city before and after the event.

1. Marketing Case Study on the
Mumbai Wall Book

3. MARKETING CASE STUDY
Overview

4. OVERVIEW Mumbai WallBook, a case study of Branding and
CSR going hand-in-hand
Mumbai WallBook, was a CSR initiative driven with an endeavor to
beautify the defaced city walls, with the creative theme based paintings
by professional painters.
The event was conceptualized by Brand Promotions and was supported
by Tata Housing. Though Tata Housing, initially was only associated
with the event as a title sponsor, but eventually the marketing team
spearheaded the entire awareness campaign creating huge buzz in the
city before and after the event.
MARKETING CASE STUDY

5. OVERVIEW Mumbai Wallbook at a Glance
• Over 500 professional painters participated in the event
• The perception of Wall Paintings as Graffiti was changed into over 1000 meter
large canvas of professional painted master art piece
• Almost every known media covered the event, including TV, Radio, Print,
Bloggers and Photographers
PR Objectives
• To position Tata Housing as a real estate developer who cares for the city
• To highlight Tata Housing’s affinity towards art and culture symbolized in its
projects across India
MARKETING CASE STUDY

6. MARKETING CASE STUDY
Challenges
• Communication
• Event Organisation

7. CHALLENGES Communication
• Communicating the message across Mumbai within a very short time to ensure
robust participation
• Ensure that the communication had emotional buy-in
• Create interest around the initiative from a social responsibility perspective
• Getting people out on the street for the event on a HOT summer Sunday
in Mumbai
Event Organisation
• Ensure order and smooth event management
• Materials requirements
• PR activities during the event
• Recording event
• Using only Social Media for registrations and mass reach
MARKETING CASE STUDY

8. MARKETING CASE STUDY
Strategy

9. STRATEGY • Conduct pre-event PR activity to highlight the social responsibility objectives
of Tata Housing
• Pre-event PR to enhance activity based coverage and recall
• Outdoor advertisement to promote event – focus on creativity in all – artist
and common citizens
• Communication activity in social media forums (Facebook and twitter) to increase
interaction with THDC fans and create viral impact with a focus on Mumbai to
increase physical presence on activity site and also to encourage participation on
creative line in multiple locations
• Increase traffic to Tata Housing's face book profile to increase fan base and hence
greater interaction with current and prospective customers
• Promote Tata Housing CSR initiative
MARKETING CASE STUDY

10. MARKETING CASE STUDY
Tactics

11. TACTICS • Use of offline PR activities using traditional media
• Splash screen on Tata Housing website
• Specific Facebook page for activity within Tata Housing's
Facebook account
• Targeted advertisement banners through Facebook to
direct traffic to the relevant Facebook page and
encourage interaction
• Outdoor advertising to encourage greater local involvement
• Invite local artist / personalities to enhance event profile
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12. Hoardings
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13. OUTDOOR HOARDINGS
AT PROMINENT LOCATIONS ACROSS MUMBAI
Location: Tulsi Pipe Road ( Opposite Johnson & Johnson)
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14. OUTDOOR HOARDINGS
AT PROMINENT LOCATIONS ACROSS MUMBAI
Location: Vashi Station (Vashi Plaza) Location: Ghatkopar Station (Opp. Bharat Café)
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15. Splash Screen
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16. SPLASH SCREEN
ON TATA HOUSING WEBSITE
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17. MARKETING CASE STUDY

18. FACEBOOK
BANNER ADVERTISEMENT
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19. FACEBOOK DAILY POSTS
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20. FACEBOOK DAILY POSTS
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21. FACEBOOK DAILY POSTS
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22. FACEBOOK DAILY POSTS
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23. FACEBOOK DAILY POSTS
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24. FACEBOOK DAILY POSTS
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25. FACEBOOK DAILY POSTS
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26. FACEBOOK DAILY POSTS
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27. MARKETING CASE STUDY

28. TWITTER’S DAILY TWEETS
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29. TWITTER’S DAILY TWEETS
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30. MARKETING CASE STUDY

31. YOUTUBE
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32. Pre Event
Media Coverage
MARKETING CASE STUDY

33. PRE EVENT
MEDIA COVERAGE
Saamna | Pg-9 | May-17 Prahar | Pg-2 | May-17
Hindustan Time (HT Cafe) | Pg-5 | May-17 Pudhari | Pg-3 | May-17 Divya Bhaskar | Pg-2 | May-17
MARKETING CASE STUDY

34. PRE EVENT
MEDIA COVERAGE
Mid-Day | May-20
Navshakti
caption here, if required… Navakal | Pg-3 | May-17 DNA | May-19

35. PRE EVENT
RADIO COVERAGE

36. Event Stills
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37. EVENT STILLS

38. EVENT STILLS

39. EVENT STILLS

40. EVENT STILLS

41. Wall Paintings
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42. MUMBAI WALL PAINTINGS
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43. MUMBAI WALL PAINTINGS
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44. MUMBAI WALL PAINTINGS
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45. MUMBAI WALL PAINTINGS
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46. MUMBAI WALL PAINTINGS
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47. MARKETING CASE STUDY
Results

48. RESULTS Massive PR Mileage for Tata Housing
• 9 TV Channels, 2 Radio Stations, 20 Print Publications, 30 Online
websites/bloggers covered the event
• Garnering a MAV (Media Advertising Value) of over Rs.1 Cr
• Huge Buzz on the social media, increasing Tata Housing’s Facebook fanbase by
over 15,000 fans
MARKETING CASE STUDY

49. Post Event
Media Coverage
MARKETING CASE STUDY

50. PRINT MEDIA COVERAGE
TATA HOUSING MUMBAI WALLBOOK
Afternoon | May 21 DNA | May 21
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51. PRINT MEDIA COVERAGE
TATA HOUSING MUMBAI WALLBOOK
Hamara Mahanagar | May 21 Gujarat Samachar | May 21
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52. PRINT MEDIA COVERAGE
TATA HOUSING MUMBAI WALLBOOK
Hindu Business Line | May 21
Indian Express | May 21
Hindustan Times | May 21 Lokmat | May 21
MARKETING CASE STUDY

53. PRINT MEDIA COVERAGE
TATA HOUSING MUMBAI WALLBOOK
Mid Day | May 21 Mumbai Mirror | May 21
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54. PRINT MEDIA COVERAGE
TATA HOUSING MUMBAI WALLBOOK
Punya Nagri | May 21
Mumbai Samachar | May 21
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55. PRINT MEDIA COVERAGE
TATA HOUSING MUMBAI WALLBOOK
Prahaar | May 21
Navbharat | May 21 Navshakti | May 21
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56. TELEVISION MEDIA COVERAGE
TATA HOUSING MUMBAI WALLBOOK
Sahara Samay
Zee 24 Taas Star Maaza
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57. TELEVISION MEDIA COVERAGE
TATA HOUSING MUMBAI WALLBOOK
Sahara Samay
Aaj Tak Tej (Aaj Tak)
MARKETING CASE STUDY

58. SELECT ONLINE MEDIA COVERAGE
TATA HOUSING MUMBAI WALLBOOK
BBC Best Media Info Mdi-Day.com
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59. Thank You!
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