4. OUR BELIEF
OUR BRANDS AND IDEAS FIT INTO PEOPLE’S LIVES AND NOT THE
OTHER WAY AROUND.
5. LET'S GET BACK TO BASICS. LET'S GET TO
THE BOTTOM OF THE PROBLEM. LET'S SOLVE
ISSUES. LET'S EXPLORE OPPORTUNITIES.
LET'S BUILD RELATIONSHIPS BETWEEN
BRANDS AND CONSUMERS.
LET'S REMEMBER THAT THIS BUSINESS HAS
ALWAYS BEEN ABOUT
8. VIJAY KARNATAKA
ARGET
Readers of Kannada Daily in Karnataka, especially between 18 to 40 years old
OPPORTUNITY
India is becoming a younger nation by the year. We thought it’s time we
started connecting with the youth of this land and positioned the
brand/product for them.
IDEA
‘YUVA GARJANE’ – The uproar of youth
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15. VIJAY KARNATAKA
VIJAY KARNATAKA
TARGET
Advertisers and marketers
OPPORTUNITY
Vijay Karnataka is the No.1 Kannada Daily in Karnataka. It also has a significant
number of people who matter to advertisers and marketers.
IDEA
“Why try so hard when you can easily reach the affluent people in Karnataka”
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20. VIJAY KARNATAKA
TARGET:
Advertisers And Media Planners
OPPORTUNITY:
Apart From Being Karnataka’s No.1 Daily With 34 Lakh Readership, It Had A Sole
Readership Of 83%. It Simply Meant These Readers Couldn’t Be Reached Through
Any Other Daily.
IDEA:
Present Our Sole Readers As A Collective Just Waiting To Be Spoken With.
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29. VIJAY KARNATAKA
OBJECTIVE:
Put pressure on Bangalore’s Municipality to fix dangerous road humps in the city.
THE ISSUE:
Apathy. Bangaloreansare too preoccupied with their own lives to bother about
macro-issues. In fact, we are so proud of this laziness and indi erence that we
coined a catchphrase for it –solpa adjust maadi. Meaning thoda adjust karo yaar or
‘take it easy’. It’s the uno cial slogan of this city. It is also symptomatic of what’s
wrong.
ROLE OF COMMUNICATION:
Incite some sort of action but not be activist in nature. People are frustrated
because they don’t know who to turn to for help. Motivate them to express
themselves.
30.
31.
32. VK CLASSIEFIEDS
OBJECTIVE:
Re-launch VK Classifieds and generate extra revenues from Vijya Kanrataka’s
massive readership base.
THE INSIGHT:
People tend to get stuck into a rut of waiting for things to happen instead of doing
something about it.
THE IDEA:
Don’t wait till it’s too late.
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39. VIJAYA NEXT
OBJECTIVE:
Launch Times Of India Group’s new Kannada weekly magazine, that looks like a
newspaper.
THE BARRIER:
“I don’t want another newspaper.”
THE SOLUTION:
Set expectations right. Tell our reader that it’s not a newspaper.
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44. VIJAYA NEXT
As a follow-up to the launch campaign, we followed-up with a brand campaign
positioned Vijaya Next as a paper for weekend reading.
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47.
48. MANCHESTER UNITED
RESTAURANT & BAR
THE OBJECTIVE:
Launch Manchester United Restaurant and Bar in Bangalore.
THE CHALLENGE:
Make the outlet relevant to more than just fans .
THE INSIGHT:
Indians by nature love to celebrate every little peak in their day-to-day lives. It could
be a job promotion, a new bike, cracking a deal or becoming a parent.
THE SOLUTION:
Celebrate everyday victories in a place that’s virtually a temple to a brand
synonymous with winning and greatness.
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62. MANIPAL HOSPITALS
THE OBJECTIVE:
To educate people about a startling medical fact: protecting your kidneys can save
your heart.
THE BARRIER:
People tend to have a "If I don't know, it can't hurt me" attitude about medical facts
and health. And therefore find it easy to ignore warnings and heads-up messages.
Add to that the serious, overbearing tone of medical communication as more reason
to look the other way.
THE SOLUTION:
Disarm people with non-medical, non-preachy messaging that doesn't scare or
intimidate.
63.
64.
65.
66. VDB WILLOW FARM
TARGET
The affluent
OPPORTUNITY
Sell the location (Whitefield) which is away from the maddening crowd.
IDEA
Romancing the location.
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68.
69.
70.
71. VDB CELADON
THE OBJECTIVE:
Sell Celadon homes in Yelahanka, Bangalore
THE BARRIER:
“Yelehanka? Too far.”
THE SOLUTION:
Turn the barrier on its head and show our TG what Celadon is ‘far away’ from.
72.
73.
74. VDB NUSA DUA
THE OBJECTIVE:
Sell the one solitary villa left
THE BARRIER:
For inexplicable reasons, only one villa remained unsold. Nusa Dua as a name was
out of the newspapers and so out of mind.
THE SOLUTION:
Invite readers to speak with Mr.Koshy Varghese (MD of VDB) who’d moved into one
of these homes himself.
75.
76. THE COLLECTIVE
THE OBJECTIVE:
Launch Madura Garments’ premium lifestyle store for men.
THE BARRIER:
Fancy foreign labels are for fancy foreign models. They won’t look good on my
humble Indian body.
THE SOLUTION:
We don’t just sell clothes, we help find you a look. So there’s no need to be
intimidated by foreign brands and looks any more.
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79.
80. PEPS
THE CHALLENGE:
Sell mattresses to Indians - a product category that’s a lowly 18th on their
consideration set.
THE BARRIER:
Sleep itself is a much neglected and ignored commodity is today’s crazy world. So
where does the question of a mattress pop up in the first place?
THE SOLUTION:
Peps isn’t selling mattresses. It wants you to start respecting and practicing sleep
again.
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86.
87. VERBATTLE
THE CHALLENGE:
Gain participation from schools and colleges for a state- level debate contest.
THE BARRIER:
Another contest? How boring.
THE SOLUTION:
Create a larger than life context for the contest. Show kids that their ideas truly can shape the solutions the world needs.
88.
89.
90. PEOPLE DESIGN AND COMMUNICATIONS (INDIA) PVT LTD
A 306, Chitrakut Environs, 184, 4th Cross, II Stage,
Veerabadra Nagar, Vibuthipura, Bangalore 5600 037
balaji@peopleindia.biz, rajeev@peopleindia.biz
Ph: 9845294350, 9845073016.
