Summer internship report on 'Save the sparrow' campaign proposed by RCF. This is proposed project which will help RCF to promote their product Sujala & to run this campaign successfully.

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SUMMER INTERNSHIP PROJECT REPORT ON
BRANDING OF RCF SUJALA IN URBAN MARKET VIA
“SAVE THE SPARROW CAMPAIGN”
AT
RASHTRIYA CHEMICALS AND FERTILIZERS LTD.
PRIYADARSHINI, SION – MUMBAI
Under the guidance of
MR.AUSTIN G. COUTINHO
MANAGER – CRM
IN PARTIAL FULFILMENT OF THE REQUIREMENT FOR THE COURSE
MASTER OF MANAGEMENT STUDIES
Submitted to
VIVEKANAND EDUCATION SOCIETY’S INSTITUTE OF
MANAGEMENT STUDIES AND RESEARCH,
MUMBAI
Submitted by
PRATHAMESH P. GAWANE
MMS – MARKETING
2013- 2015
RN. 137

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Declaration
It is hereby declared that all the facts and figures included in the Dissertation is a
result of my own research and investigations including formal analysis of the entire
project work and the same has not been previously submitted to any examination of
this Institute or any other Institute.
This declaration will hold goof and in my wise belief with full consciousness.
Date:
Place:
Prathamesh Gawane

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CERTIFICATE

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ACKNOWLEDGEMENT
There are several people who have helped me with beams of knowledge and have
helped me come successfully through this project. I express my gratitude towards all
those who have been behind the satisfaction I have received through this project.
I express my profound gratitude to Vivekananda Education Society Institute of
Management and Research as well as Rashtriya Chemicals & Fertilizers LTD. For
giving me the opportunity to work on project, broaden my knowledge & explore new
horizons.
First of all, I am deeply grateful to my mentor MR.AUSTIN COUTINHO (Manager
– CRM) for giving me opportunity & complete freedom to work on this project.
I am grateful to Mr Pramod Mane, president NGO – ‘Sparrow shelter’& Dr Chintan
Jawale, President NGO - Hirval foundation for sharing their knowledge & experinces.
I would like to express my special gratitude and thanks to Prof. Rupali Rajesh for her
guidance and for giving me her attention and time.
I would also express my sincere gratitude towards my colleagues and fellow interns
from VESIMSR, Mr. Amit Yadav, Ms. Rootu Rathod, Mr.Manish Advani &
Mr.Pawan Lilani for their team efforts in completion of this project.
As I express my gratitude, I must never forget that the highest appreciation is not to
utter words, but to live by them.
- Prathamesh Gawane

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Table of content:
Part 1: Industrial analysis - page 07
1.1 Industry overview – page 07
1.2 PORTER’S 5 FORCES ANALYSIS – page 08
1.3 KEY PLAYERS – page 09
1.4 Industrial Impact on Nation – page 10
Part 2: COMPANY PROFILE – page 11
2.1 Glance at RCF – page 12
2.2 Vision & Mission statement – page 12
2.3 Product & services – page 12
2.4 Area of Operations – page 14
2.5 Ownership pattern – page 15
Part 3: On Job Training – page 16
3.1 Study on RCF’s social responsibility – page 16
3.2 Identify opportunity for new campaign – page 25
3.3 Research for campaign – page 26
3.4 Campaign planning – page 35
3.5 Promotions of RCF SUJALA in campaign – page 41
3.6 Cost analysis of Ad media – page 42
3.7 Scheduling – page 46
3.8 Estimate Budget – page 50
Part 4: Research & Analysis – page 52
Conclusion – page 53
Bibliography – page 54
Extinct – list of Reference – page 55
List Of Tables
Table 1.1: Fertilizer Industry in India
Table 3.1 Advertisement rates at Fun cinemas
Table 3.2 Schedule
Table 3.3 Budget

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Executive Summary
Remember sparrows? Those who have been born before the turn of the century
could perhaps remember these tiny birds that often graced our galleries, sometimes
fluttered into our homes, perched on our window grills and pecked at our plants. Yes,
sadly, many of us would remember and have fond memories. And sadder still, they
have been firmly relegated only to our memories. This tiny bird definitely need some
help for its survival.
RCF has been shouldering the social responsibility right from its inception with
total social accountability. Protection of the fragile environment has always been
RCF’s priority. Its compliance with the ISO 14000 standards reflects the commitment
to eco-friendly manufacturing systems and practices. Besides upgrading the plants to
bring down emission levels, RCF believes in the balancing the eco system by ensuring
plantation of a large number of trees and recycling industrial waste.
Under the banner of Chembur Green project, RCF distributes free saplings in
and around Chembur and organizes plantations at various social and educational
institutes and housing societies. Efforts in this direction have helped in keeping the
environment clean and green.
Now this campaign ‘Kilbilat’ will take project ‘Green Chembur’ a step further
towards the ecological balance of the environment at Chembur.
The secondary objective of this campaign is branding ‘RCF – SUJALA’ in
urban market, generating PR & spreading awareness about RCF’s various initiatives
in the welfare of the society.

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Part 1: Industrial Analysis
Table 1.1: Fertilizer Industry in India
India is the 3rd largest producer and consumer of fertilizers in the world. The fertilizer
industry contributes to 40-50% of agricultural productivity, and with India being a
primarily agrarian economy this industry holds prime importance in the economy.
Agriculture in India contributes to 16% of GDP and employs about 58% of Indian
population. It also contributes to 10% of India’s export earnings and is a major
contributor to India’s economic development.
In the context of this scenario, it is important that this sector sees high and sustainable
growth, and the factors affecting agricultural growth are – higher productivity,
direct/indirect subsidies, competitive pricing in each stage of value chain, and focus
on quality of production inputs, techniques and fertilization process. Each of the
above mentioned factors is directly or indirectly affected by the fertilizers industry
and hence this industry has strong drivers.
1.1. INDUSTRY OVERVIEW
The industry is a highly capital and energy intensive industry and India has a total
installed capacity of 18 MTPA (million tonnes per annum) for N and P fertilizers
nutrients while their consumption is 28 MTPA. The nutrients are processed into
Size of the
Industry
57 large fertilizers plants and 57 large-sized
and 64 medium- and small-sized chemical
fertilizer production units in India producing
urea, DAP, Complex fertilizer, Ammonium
Sulphate (AS) and Calcium Ammonium
Nitrate (CAN)
Geographical
distribution
Cochin, Chennai, Kerala
Output per annum 121.10 lakh MT a year
Percentage in
world market
It ranks third in the world of Fertilizer
production
Market
capitalization
25% to the GDP

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formation of the fertilizer products like Urea, DAP, SSP, MOP, etc.; which is
consumed at 57 MTPA against a production capacity of 42 MTPA.
It is clearly evident that India is short on its capacities and is highly dependent on
import of input, intermediaries and final fertilizer products to meet its growing
demands. It imports almost 40-45% of its total requirement valued at USD 6.9 billion
or INR 315 billion. Also, the natural gas required as key input for manufacture of
urea, the most widely consumed fertilizer in India, is partly imported due to
availability constraints in the country.
Also, the industry is highly regulated in terms of pricing, distribution and movement
of fertilizers and the Government provides subsidy to fertilizer companies in order to
ensure that the fertilizers are available to the end-users (farmers) at affordable prices
for proper agriculture growth and development.
With high investment costs, subsidised prices, high costs of production, very high
capacity utilisation and heavy import costs, the industry is characterised by low profit
margins especially for the public sector enterprises which run the older plants which
manufacture urea.
1.2. PORTER’S 5 FORCES ANALYSIS
A Porter’s 5 forces analysis was also conducted to further scan the environment and
the following was obtained:
Threat of New Entrants: LOW
 High capital investment with high cost and low returns
 Difficult to acquire govt. approval for gas allocation
 Shortage of natural gas in India
 Production of DAP costly; 65% of requirement is imported
 Delays in subsidy payments leads to troubles in management of funds
Bargaining Power of Suppliers: HIGH
 Fertilizers industry is a captive market in India
 Very limited number of suppliers

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 High prices of inputs and less diversity of inputs
 Raw materials are scarce being natural resources
 Heavy dependence on imports for meeting requirements of inputs / intermediaries
/ products
Bargaining Power of Buyers: LOW
 High demand for agriculture products leads to high requirements for fertilizer
products
 Nutrients level deplete in soil with each harvest of crop; forcing demand for
fertilizers, else deficiency of nutrients reduces crop yield
 High demand of fertilizers with relatively low productivity per unit of
fertilizer consumed; leading to higher demand
 Low productivity of substitutes
 Lack of product differentiation
Threat of Substitutes: MEDIUM
 Bio fertilizers, organic fertilizers, manures, vermi-compost may serve as
substitutes
 Natural fertilizers are not as effective as chemical fertilizers
 Animal manure is not suitable for commercial production
Rivalry: LOW
 It is a highly government regulated industry
Pricing subsidies provided by government
 Private players are trying to improve supply chain through retail network
 Industry is witnessing already high capacity utilization; players are not
suffering from under - utilized capacities, hence rivalry is low.
 Uniform prices across industry leads to indirect mutual co-operation
1.3. KEY PLAYERS
The fertilizers industry operates in public, private and co-operative sectors with major
urea production capacity owned by public and co-operative units, and phosphate
production capacity owned by private players.

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Top 10 chemical fertilizers company in India
 Coromandel International Ltd.
 Gujarat State Fertilizers and Chemicals Ltd
 Rashtriya Chemicals and Fertilizers Ltd
 Chambal Fertilizers and Chemicals Ltd
 National Fertilizers Ltd
 Fertilizers and Chemicals Travancore Ltd
 Deepak Fertilizers and Petrochemicals Corporation Ltd
 Gujarat Narmada Valley Fertilizers and Chemicals Ltd
 Zuari Agro Chemicals Ltd
 Liberty Phosphate Ltd
1.4. Industrial Impact on Nation:
India is largely an agrarian economy; so agriculture makes the major contribution to
the GDP. The fertilizer industry of India makes nearly a 25% contribution to the GDP.
Demand for fertilizers is more than supply hence there is an opportunity for this
industry to continue to grow & expand resulting in creation of more jobs in future.
Despite all, this industry is put into the ‘Red’ category on the grounds of
environmental issues caused by pollution. Although some of these companies are
working toward this aspect to reduce the level of pollution caused by them by
adopting modern technology.
Rashtriya chemical fertilizers Ltd. is one step ahead than other companies by working
for better environment & ecosystem from long time. Which is explained in detail in
further chapters.

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Part2: COMPANY PROFILE
2.1 Glance at Rashtriya Chemicals and Fertilizers Limited
Rashtriya Chemicals and Fertilizers Limited (RCF) a Govt. of India Undertaking is a
leading fertilizer and chemical manufacturing company with about 80% of its equity
held by the Govt. of India. RCF manufactures Urea and Complex fertilizers (NPK)
along with a wide range of Industrial Chemicals. Govt. of India has accorded "Mini
Ratna" Status to RCF.
The Urea (Ujjwala) and Complex fertilizer (Suphala) brands of fertilizers
manufactured by RCF carry a high brand equity and are recognized brands all over
the country. RCF has countrywide marketing network in all major states. Besides
Urea and Complex fertilizers, RCF also produces bio-fertilizers, micronutrients and
100% water soluble fertilizers. Apart from these products, RCF produces almost
twenty industrial chemicals that are important for the manufacture of dyes, solvents,
leather, pharmaceuticals and a host of other industries.
Since inception, RCF has successfully and safely operated two dozen chemical and
fertilizer plants for the past four and a half decades at Trombay. The Company has
operated plants at Thal for last twenty five years and maintained the quality of
environment. This itself has been a huge challenge and demonstrates company's
commitment towards environment and concern about the neighbourhood. RCF has
spent more than Rs. 400 crore over the years in various pollution abatement and
environment improvement schemes. This includes massive drive for tree plantation

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under "Chembur Green" Project. Complete transparency is maintained by the
Company in dissemination of environment related data and information. Through four
dedicated continuous Ambient Air Monitoring Systems located around the boundary
of the factory, real time emission levels are displayed through an illuminated board
placed at the entrance of the factory for public viewing. No wonder that the company
is maintaining ISO 14000 accreditation for environment since a decade.
2.2 VISION & MISSION FOR RCF:
 VISION
"To be a world class corporate in the field of fertilizers and chemicals with
dominant position in Indian market, ensuring optimal utilisation of resources,
taking due care of environment and maximising value of stake holders".
 MISSION
"Exponential growth through business excellence with focus on maximising
stakeholder value by manufacturing and selling fertilizers and chemicals in a
reliable, ethical and socially responsible manner".
 VALUE STATEMENT
"RCF shall deal in all aspects of Business with integrity, honesty, transparency
and with utmost respect to the stakeholders, by honouring our commitments,
providing results and striving for highest quality."
2.3 Product & services by RCF:
RCF is one of the leading producers of fertilizers in India. Along with that RCF is
large producers of Industrial chemicals. Chemicals essential for every industry from
food and drugs to Synthetic fibers, from textiles and cement to pesticides and paints;
from explosives to specialty solvents and dye stock are produced by RCF. RCF also
pioneered the manufacture of basic chemicals such a Methanol, Ammonia,
Ammonium Nitrate, Sodium Nitrate, Sodium Nitrite, Ammonium Bicarbonate,
Methylamines, Dimethyl Formamide and Dimethyl acetamide, Formic Acid, Argon in
India. Today RCF is the only manufacturer of Dimethyl Formamide in India.
Some of the top selling products are: Ujwala , Suphala , Sujala , Biola & Microla.

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1. Ujwala or Ujjwala Urea -is a chemical fertilizer, these are white round pill-
shaped and contain 46% nitrogen. They are suitable or can be applied to any
type of soil or crop and are highly water-soluble. Generally, they are applied in
2-3 phases during the process of sowing, broadcasting, or spraying. Owing to
its properties, this fertilizer is hugely popular with farmers and is available
across India.
2. Suphala 15:15:15 or S15 - is a complex, granular, natural-colored fertilizer. It
is used as a plant nutrient and is made by mixing equal amounts of nitrogen,
phosphorus, and potash. These nutrient granules are homogeneous and keep the
nutrients in exact proportion. The heavy density of these granules does not
cause dispersion by wind or water and can be easily applied by seed drill.
3. Sujala 19:19:19 - is available under 2 types: foliar grade (sprayed) and drip
grade (dripped during irrigation). These are highly water-soluble fertilizers
with 3 major plant nutrients like nitrogen, phosphorus, and potash. They are
also rich in secondary nutrients like sulfur and magnesium. Sujala saves
fertilizer cost by 30-40% and also increases yield by 20-40%. It arrests and
prevents deterioration of soil texture, complexion, and mechanical damage of
the crops. Application varies with crop type, irrigation type, weather
conditions, stage etc. it can be applied during tilling, flowering, fruit setting,
fruit maturity, pruning, and picking.
Main advantages of Sujala drip grade are –
 It seeps directly to the root with water
 It is salt free
 It has a long shelf life
 It helps in maintenance of air, moisture, and nutrients at the root region
Main advantages of Sujala foliar grade are –
 It is highly water soluble
 It is the best for crops like paddy, wheat, and pulses
 Its application process saves costs
 It increases crop yield
 It can be mixed and applied along with pesticides
 It has a long shelf life

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4. Microla –
Main advantages of Microla are -
 Helps in healthy and disease free balanced growth
 Produces high-quality yield
 Enhances the efficiency of major plant nutrients
 Increases the disease resistance
 Helps improves the quality, size, color and taste of the seed grain,
flowers, leaves and fruits
 Aids high yield of crops like cereals, oilseeds, pulses, fruit trees,
vegetables, flowers, tea, coffee, sugarcane, and cotton
5. Biola (PSB) – is a multi-purpose bio-fertilizer – it forms a solution with fixed
phosphorus in the soil which is helpful for the plant's growth. It helps in the
faster growth of soil bacteria which in turn help in improving the texture and
structure of the soil. Further, this also helps in the growth of the crops and also
induces resistance against various pests and diseases.
Main advantages of Biola are -
 Helps in easy and early seed germination
 Helps to decrease the pH balance of the soil
 Dissolve the fixed phosphorous for the crop
 Helps in easy and early root development
 Increases the efficiency of the roots system
 Increases crop yield
 Reduces costs
2.4 Area of Operation
 Marketing Offices
 Andhra Pradesh
 Bihar
 Gujarat
 Karnataka
 Madhya Pradesh
 Chhattisgarh

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 Tamilnadu
 West Bengal
 Delhi , Punjab , Haryana , HP & Chandigarh
 Maharashtra
 Uttar Pradesh, Uttaranchal.
 Corporate Office
Priyadarshini Building,
Eastern Express Highway
Sion, Mumbai – 400022
 Administrative Office
Administrative Building,
Mahul Road, Chembur, Mumbai - 400074
2.5 Ownership Pattern
 Shri R.G. Rajan, (Chairman & Managing Director)
 Shri.C. M. T. Britto, (Director (Technical)
 Shri.Ashok Ghasghase, (Director (Marketing)
 Shri Sham Lal Goyal,( I.A.S , Government Nominee Director)
 Shri S. K. Lohani, (I.A.S. Government Nominee Director)
 Prof. Damodar Acharya (Independent Director)

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Part 3: ON JOB TRAINING
It was great opportunity we had while working with RCF’s CRM department. This
department works on branding of RCF in rural as well as urban market. In
continuation of Branding RCF in urban market we were assigned with jobs:
1. Study RCF’s work in terms of Social responsibility.
2. Identify opportunity for new social campaign for RCF to be conducted in
urban area.
3. Research for Campaign
4. Designing the campaign for Chembur area.
5. Promoting RCF’s ‘SUJALA’ via proposed campaign.
3.1 Study on RCF’s work in Social responsibility
Running of School:
RCF Thal has constructed a primary school as well as a secondary and higher
secondary school in Kurul Colony, Tal: Alibaug, Dist: Raigad. The medium of
language of the schools is Marathi and English. Also a Jr. College of Science faculty
is attached to these schools. RCF is mainly concentrating on imparting training to the
students in Computer and Information & Technology subjects. Administratively the
schools are run by Deccan Education Society, Pune for which RCF pays the service
charges to the Institute and the complete expenditure incurred on infrastructure,
educational material, salaries of the teachers is borne by RCF on yearly basis.
Keeping in view the social aspect, RCF spends around Rs. 3 crores yearly on this
educational activity
Beneficiaries:
Children of RCF Thal employees are taking education in these schools. Also outside
students like children of Mathadi workers, contract labors etc. are also taking benefit
of the education facility through these schools. Yearly around 2000 children are the
beneficiaries of this activity of the Company.

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Wide publicity to this kind of programs is given through radio, newspapers and
television.
Drinking water supply to nearby villages:
RCF, Thal, as a social obligation, supplies drinking water to its nearby villages like
Thal, Vaishet, Navgaon, Boris, Gunjis, Kurul and Kihim Colony. RCF gives this
water supply to them as per the agreed quantity. And as such the charges towards this
water supply is being borne by RCF Thal. The maintenance of the water pipelines in
the mentioned villages is also looked after by the Company. The Civil Department of
the company is engaged in this work as and when required.
RCF spends around Rs. 80 lakhs for this drinking water supply to the nearby villages.
Beneficiaries:
Around 16000 residents of the abovementioned villages are availing this facility given
by the Company.
Road repairs of villages:
RCF Thal has constructed asphalted roads in the villages adjacent to it at the time of
factory erection in the year 1980. These roads are straightway connected to Thal and
Navgaon villages from the boundary wall of the Company. Under the Corporate
Social Responsibility the Company does regular repairs of these roads as per the
demand of Gram Panchayat. Company’s Civil Department takes initiative for this
repairing work for smooth transportation and convenience of the villagers.
RCF spends around Rs. 25 lakhs yearly towards this activity.
Beneficiaries:
All the residents of the Thal and Navgaon villages. It also helps to improve the safety
during the vehicle movement in these areas and improve cordial relations with nearby
villagers.

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Mid-Day Meal Scheme:
Subsequent to the CSR activities run in various fields under CPSE’s guidelines, RCF
has also started Mid-Day Meal Scheme in needy schools of Chembur area which
would go a long way in giving proper nutrition to the children in their area. ISKCON.
A renowned Food Relief Foundation supplies good and healthy meal to the children
on behalf of RCF. Each meal is well planned. Fresh seasonal vegetable, cereals etc.
keep these lunches healthy, well balanced and interesting. This meal is prepared
under stringent and hygienic condition.
The beneficiary schools are also satisfied with this activity of the company. RCF has
spent Rs. 40 lakh against this scheme for this year.
Beneficiaries:
In all 6000 students are availing the benefit of this nutritious meal through the
scheme. The beneficiary schools are also satisfied with this activity of the company.
RCF has spent Rs. 100 lakhs against this scheme over a year.
Mobile Medical Van:
In the baseline survey undertaken by TISS in Thal area, it was highlighted that major
problem in the that area is lack of primary health facility for common ailments like
cough, cold and most of times villagers have to travel long distance to get the
treatment for such minor ailments. Keeping this in view, it was decided to start
Mobile Medical Van facility. The service is run by Wockhardt Foundation. It is a
premier health care organization which aims to deliver this type of primary and
professional healthcare to the poor community through its ADC Module. The
organization has been trusted brand name in India and abroad as well.
RCF has taken the initiative to commission the first mobile van in 2007 through
Wockhardt Foundation and since then, administered free primary health care to
7,20,227 number of patients till Nov. 2011. On an average 25 Villages are covered in
weekly cycles and around 25000 Patients are benefited from free medical services
including supply of medicines. Through this facility ailments like Blood pressure,

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Haemoglobin Levels, Oxygen saturation, Malaria hepatitis, Dengue, Typhoid and
Diabetes, etc. are treated on regular basis,
Van consists of one doctor (MBBS) one assistant and Driver. It is equipped with GPS
system to enable RCF to track it on real time basis. Medical equipments like
Stethoscope Blood Pressure Machine Nebulizer Torch Magnifying Glass Weighing
Scale Pulse Oxymeter Malaria Kit, Dengue Kit, Hepatitis Kit, Typhoid Kit etc. One
medical van attend to approx 25000 patients per annum. Total of four such vans are
operating in Thal and Trmbay area.
Khel khel mein:
“Khel Khel Main” is a program which takes care of under privileged children below 5
year to 7 year. WOCKHARDT Foundation runs a project support 1200 children from
Vashi Naka, Chembur area. This proposal is for empowering 1200 marginalized
children in the age group of 5 years to 10 years from MHADA Community of Vashi
Naka by setting up six centers of Edu-recreation with parallel learning in the area. A
typical session, held 5 days a week, is for 2 hours in the community. 20 children come
together in an open space under the guidance of a mentor. The session has three parts
- Warm Up, Main Activity and Review. Each session will have five basic ingredients
which are called the Five Pillars of Khel Khel Main. They are:
• Joy: Bringing joy to children who are denied access to toys and books.
• Social Skills: Social interactions, sharing, caring and child bonding are some of the
many social skills that a child learns and develops through his tenure in Khel Khel
Mein.
• Recreation: Educative and meaningful form of entertainment.
• Learning: A process of learning through recreation is ingrained in the system.
• Health: Physical health through free de-worming, check-ups and mental health by
inculcating values and joy.

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RCF SUPER- 30:
RCF has also stated a unique Program under which Centre for Social responsibility
and Leadership has established a unit of Abhayanand Super 30 in Mumbai where
about 30 underprivileged but talented students of Greater Mumbai and Maharshtra
state will be provided 11 months of free residential coaching for admission in IIT/NIT
and other premier engineering colleges in 2013-14 sessions. Academic Mentor of this
program is Shri Abhayanand IPS D G Bihar and co-founder of Super 30 Patna. For
selection under this program annual income should be around Rs 2.5 Lakhs. A
Written test of physics, chemistry, mathematics, aptitude is held students should have
scored at least 75% marks in 12th. The written test is held in excellent schools meant
for less blessed students and if need be through open advertisement followed by test.
Final selection is done after the interview. RCF through “Centre for social
responsibility and leadership” provides free boarding, food, normal medical care,
technical coaching, mentoring and counselling, daily-weekly mock tests. Program is
designed to ensure radical transformation of 3 generations-past, present and future,
though this is the first year we expect 30% students to go in IIT, 30% students in NIT
and rest in State Government engineering colleges. RCF will spend total of 66 lakhs
per annum and will fund their one training expenditure which will include cost of
Selection, Infrastructure, Building Rentals, Monthly Bills, Food, Tests, Monitoring,
Payment of Faculties, Staff, and Management etc.
Scholarship to SC, St, OBC and disabled students:
Every year 15 SC/ST students from nearby villages are given scholarship to meet
their educational expenses at Thal.
This year 5 SC/ST students from 6th Class has been sent to Raigad Military School,
Mahad under SC/ST adoption scheme. The expenses of these students from 6th to
12th class will be borne by RCF Thal.
Promotion of Sports:
RCF regularly helps organise numerous sports events at various levels. In the year
2011-12 Last year RCF sponsored National level kabbadi tournament oragnised by
Mumbai Shahar kabbadi association. Additionally RCF Thal organizes district level

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Adivasi Kabaddi tournament on Maharashtra Day in which more than 60 teams from
Raigad district take part and number of participants are 7000.
Promotion of livelihood to economically weaker sections in Alibaug
area:
In rainy season, RCF Thal makes available paddy saplings, fruit saplings and also
provide fertilizer to the farmer’s economically weaker sections of Thal, Navgaon,
Tudal, Vaishet, Boris-Gunjis village farmers. Total expenditure on this account this
year is Rs. 6.5 lakh.
Farmer Training Centers:
The adoption of Agricultural technology for increasing crop yield and land
productivity is greatly facilitated by training and adequate dissemination of
knowledge. RCF sought to bridge the gap between Research Scientist and the farmer
by setting up its State of the Art Farmers’ Training Centre (FTC) in 1988 at Nagpur
and in 1998 at Thal. These early steps have paid rich dividend since then. More than
30000 farmers have attended & benefited from these training Program conducted at
the two Farmers Training Centre in the last half decade and have used the knowledge
to upgrade their farm practices and have succeeded in drastically reducing their
overheads and increase their wealth. These institutes are equipped with the latest
audio-visual aids, classrooms and also hostels providing residential accommodation to
the farmers The Company’s dedicated training facilities are manned by in-house
professionally qualified faculty, eminent research scientists from agricultural
institutions, Agro experts, progressive farmers and senior Agriculture departmental
officials are invited on regular interval as visiting faculty members. The curriculum
covers aspects of farm management and specifics of farm technology, with special
reference to regional needs. The program are designed to cover both general aspects
as well as region specific aspects of farming technology. These are supplemented by
training with regard to moonlighting in subsidiary occupations and the lucrative,
futuristic option of food processing. The regional agricultural universities take an
active part in the farmers’ training process and case studies with regard to geological
situations, cropping pattern, socio-economic problems etc. are discussed regularly.
Field visits to research centers, agricultural institutes and subsidiary occupation
centers are also organized. Special program designed for women farmers and the

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scheduled caste and scheduled tribes are also organized on a regular basis so that they
too join the bandwagon of the country’s agricultural renaissance. This is a unique way
to disseminate information and educate farmers as regards the various services
available to them to enhance their crop yield and soil fertility. Approximately 3000
farmers are trained every year at both the institutes and total annual expenditure is in
the range of 40 lakhs.
Wide publicity to this kind of program is given through radio, newspapers and
television.
Soil Testing Facilities:
Soil testing helps diagnose soil health and evolve soil specific and crop specific
solutions. It helps to identify problematic soils, their nutritional status, texture and
structure. Based on the analysis, farmers are advised on soil fertility management
through rational use of manure, fertilizers and amendments to make agriculture more
productive and sustainable.
Recognizing this paramount need, RCF has established six static soil testing
laboratories since 1967 at Mumbai, Kolhapur, Nagpur, Ahmednagar, Hassan and
Vijayawada. Soil testing reports (Soil Health Cards) are mailed directly to farmers
after analysis. This enables farmers to make informed decisions about soil health
management and maintenance depending on the crop to be sown. Presently with the
strength of 6 Soil testing Labs on an average over 70000 soil samples are received &
the same is analysed. This is a part of our MOU with Government of India. RCF
spends approx. Rs 68 lakhs per annum on this project.
RCF has dedicated itself in participating in “The National Project on Management of
Soil Health & Fertility” by setting up of state of the art Static & Mobile Soil Testing
Laboratories, Capacity Building through training of STL staff/extension officers/
farmers and field demonstration/ workshop etc. on balanced use of fertilizers. As part
of this project, RCF is engaged in setting up 6 Static Soil testing Labs at Satara
(Maharashtra), Nanded (Maharashtra), Kolar (Karnataka), Nalgonda (A.P.),
Nawarangpur (Orissa) and Raipur (Chhattisgarh) and 6 Mobile Soil Testing Units.
These will be in addition to the 6 Static Soil testing Labs that are operational. We plan
to analyses additional 60000 soil samples in these laboratories.

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It has been observed that with this scientific data, farmers have benefited from having
crops growing conditions under control & avoided excessive fertilizer usage. RCF has
analysed more than 50 lakhs soil samples in the past 40 years.
IRDP Activities – Adoption of Villages:
As a part of this 5 to 10 tribal and backward villages are adopted each year from
different states. These program are carried out in association with Agricultural
department, Zilla Parishads, District Rural Development Financial Institutions and
NGO's.
Basic Need Development Programs:
This provides basic needs of the community like construction of community hall,
drinking water facility, lift irrigation facility, shelter for small and marginal farmers,
water shed development Programs, financial help to self-help groups etc.
Public Health and Village Sanitation Programs:
Medical camps, veterinary camps, vaccination camps etc. are organized. Appropriate
sanitation facilities are created and use of Bio-gas is encouraged.
Agricultural Need Development Programs:
Aims at supporting the farmers to increase their productivity by providing them the
latest development in agriculture. If necessary inputs like quality hybrid seeds,
fertilizers, agricultural implements etc. are also provided. In addition to this
fertilizer/crop demonstrations are conducted to show the effectiveness of scientific
practices to the farmers.
Subsidiary Occupation Development Program:
Training and support is given to the farmers to develop subsidiary occupation to
augment their income. Some of the areas where training has been imparted are
weaving, Bee keeping, Tailoring, Dairy, Poultry, Goat keeping, etc.
Farm Labor Training:
Labor plays a very important role in farm productivity and are trained to enhance their
effectiveness.

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Social Forestry and Waste Land Development:
The denudation of forest is posing a serious ecological threat to the country. The
afforestation of waste land is achieved through plantation saplings.
Youth and Women Development Program:
This facilitates the formation of youth and mahila mandals at village level. Different
competitions are organized in the village periodically. The youth are also imparted the
training in sports/cottage industry etc.
Social and Cultural activity:
Along with economic development, the company encourages the organization of
social / cultural activities in the adopted villages.
During last five years RCF has adopted number of villages in the state of Maharshtra,
Karnataka & Andhra Pradesh.
Chembur Green Project:
RCF initiates and continued to support the Chembur Green project, launched to
establish greenery in the eastern suburb of Mumbai. RCF’s efforts has brought back
the green forestry amidst concrete jungle in the area. The development of traffic
islands, kitchen gardens, exhibitions, Rose shows and other activities in schools and
colleges have increased the environment consciousness among the citizens. Your
Company continues distribution of free saplings and rendering advice to various co-
op. societies and also to individuals.
RCF joined hands with Chembur Citizens’ Forum a NGO to develop, beautify and
maintain Diamond Garden, at Chembur for a period of 5 years at a cost of ` 75 lakh.
The park attracts about 2000 people every day and about 4000 people during the week
ends.

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RCF & VESIMSR:
Vivekananda Institution of management organized a 7 km long rally with intention
of spreading the voice of “Clean India Green India” at Chembur. Its journey was
complimented with street plays by students at key junctions. The rally was flagged off
by Shree R G Rajan CMD RCF and Swami Sarvalokanand, President- Ramkrishna
Mission. Speaking on the occasion Shree R G Rajan CMD RCF highlighted the
achievements of Chembur green project and its effect on Chembur.
3.2 Identify opportunity for new social campaign for RCF to be
conducted in urban area.
RCF has generated ample of positive PR in last many years via its contribution in
social responsibilities. Project Green Chembur was big success in branding company
into urban market. In continuation with this our mentor Mr Austin Coutinho
suggested new campaign “Save the Sparrow” for saving house sparrow which are
declining at rapid rate.
After research we found out similar campaigns were organised at Mumbai, Kochi &
Bengaluru on small scale by local NGOs. We decide to carry on this campaign with
RCF on Bigger scale by which we can noticeably improve number of sparrows in
Chembur.

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3.3 Research for campaign:
RCF never work only for promoting company via social activity, company has value
statement to contribute toward its social responsibility in true sense & results should
speak. Hence we did intense study on decline of sparrow for findings & designing
campaign accordingly.
Reasons for Decline
Architecture changes: The traditional architecture allowed sparrows to make their
nests in a holes, roofs, crevices of old houses .But modern architecture which
introduced box – styled flats have no provision for sparrows to nest and lay eggs.
Groceries to Supermarkets: Few years back, grains were sold in grocery stores. The
grains spilt from gunny bags were a major source of feeding omnivorous birds like
sparrows. The grains were dried in huge quantities out in the open, which gave the birds
their share of the introduction of grains. But now the scenario is different because of
Food Bazar and packaged food.
Mobile Radiations: The scientists who are trying to unravel the cause of Sparrow’s
disappearance have identified a new culprit: the mobile phone. Studies have warned
about the effects of these mobile radiations on reproduction and fertility of eggs.
Animals navigate by the Earth's magnetic fields and these waves can disturb a bird's
ability to find their way around.
Unleaded Petrol and Insecticides: The extensive use of pesticides and insecticides in
our farms and gardens has created a scarcity of insects. The unleaded fuel, believed to
be eco-friendly, has harmful by-products. The fuel uses Methyl Tertiary Butyl Ether
(MTBE) as an anti-knocking agent. By mixing with the by-products of combustion, this
kills small insects. Though adult sparrows can survive without insects being a part of
diet, they need these to feed their young ones, and hence, the infant mortality rate of
sparrows has gone up.
Pigeons, Crow and other big Birds Population: Religious beliefs encourage feeding
of a particular species of birds and therefore, the birds like crows and pigeons have

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outnumbered small birds. These birds dominantly occupy the feeding and nesting sites.

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About Sparrow:
The fluffy brown sparrows are 15cm in length and distributed all over India up to
4000m in the Himalayas. The disappearance of sparrows has been widely reported in
India. The sparrow population in Andhra Pradesh alone had dropped by 80 per cent,
and in other states like Kerala, Gujarat and Rajasthan, it had dipped by 20 per cent,
while the decline in coastal areas was as sharp as 70 to 80 per cent. But reliable
information on sparrow populations is not available. No one is actually counting and
keeping a record of the sparrows. The spread of diseases due to decline in sparrow
population is an alarming danger. Introduction of unleaded petrol, use of chemically
treated seeds, flow of electromagnetic waves from Mobile towers, reducing areas of
free growing weeds or reducing numbers of badly maintained buildings, competition
for food by other species etc. are possible reasons for this disappearance. The Bird
Life International, Royal Society for the Protection of Birds (RSPB), a UK-based
organisation and the Bombay Natural History Society (BNHS) have taken plan for the
protection of sparrow population.
Scientific classification
Kingdom: Animalia, Phylum: Chordata, Class: Aves, Order: Passeriformes
Family: Passeridae, Genus: Passer, Species: P. domesticus, Binomial name: Passer
domesticus
General Features of Passer domesticus (House Sparrow)
 Local Name: Gouriya (Hindi, Urdu), Chimni(Marathi)
 Size: 14-16 cm -Wingspan: 19 - 25 cm
 Weight: 26 - 32 g , Small, Stocky songbird
 Monogamous
 Most common breeding months: March to August
 The male chooses nesting site, and prefers to return to it every year
 Mortality is highest in the 1st year of life
Nest Type: A ball of dried vegetation, feathers, strings and papers with an opening
one side. The male selects the nest site and does most of the nest building, although
the female may help. Nesting begins in March- April.

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Breeding Season: Chiefly March-June in the north continuing till Sept.-Oct. in
central India; throughout the year in Southern India.
Reproduction: The House sparrow lays five to six eggs, profusely dusted, speckled or
blotched with black, brown or ash-grey on a blue-tinted or creamy white ground. The
incubation period of all the birds varies around 10-12 days. The reproductive success
increases with age.
FUN FACTS ABOUT SPARROW:
 Only 200 years ago, there were no house sparrows on the entire continent of
North America. The large North American population is descended from birds
deliberately imported From Britain in the late 19th century. They were
introduced independently in a number of American cities in the years between
1850 and 1875 as a means of pest control.
 House Sparrows are extremely adaptable. They have been found living in
Death Valley, CA at 280 feet below sea level and in the Colorado Rocky
Mountains at altitudes over 10,000 feet. Quite remarkably, House Sparrows
are also known to live and breed in a Yorkshire, England coal mine, being fed
by the miners over 700' below ground level.
 Originally native to Eurasia and North Africa, House Sparrows have
successfully followed man to all of the world's continents except Antarctica.
 Sparrows' young are fed only on the larvae of insects and worms.
 The House Sparrow has the shortest incubation period of all the birds: 10-12
days. A female can lay 25 eggs a summer.
 House Sparrows rarely occur very far from humans and our structures. A
sparse House Sparrow population usually indicates a sparse human population
too.
 To move around on the ground, House Sparrows usually hop instead of walk
 The House Sparrow can swim when it needs to for survival. They have even
been observed swimming underwater when threatened.

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Importance of sparrows
Ecological Balance: Every animal and plants in this world has its significance. The
sparrow is a member of many food chain and food web. So as you know if you harm
any food chain it will affect complete food web. So if you will not save sparrow it will
disturb ecological balance.
Pollination in many plants: Sparrow helps in pollination in many plants. Pollination
is a process by which the pollen grain of one flower reaches to stigma of other flower
in sexual reproduction. So Sparrow helps in sexual reproduction in plants.
Reduce many diseases: Sparrow eats larvae of many insects and mosquitoes which
causes many diseases like malaria, dengue etc. So sparrows protect us from many
diseases which are life threatened. Loss of birds may contribute to the spread of diseases
among humans. High bird diversity appears to protect humans from exposure to the
West Nile Virus which, like several other infections, is transmitted by mosquitoes.
Where there are more birds to bite, mosquitoes will bite proportionately fewer people,
partly reducing their chances of either picking up or spreading the infection.
Prosperity: Sparrows bring prosperity for us. We like to watch this small and lovable
bird. Our children always want to observe this bird and always sing songs related to
this bird to entertain themselves.
Saves crop: sparrows eat white-ank on crops which can’t be removed by any other
chemicals.
Available Solutions
We can’t stop mobile radiations as well as we can’t completely stop use of unleaded
petrol. Chemical Pesticides are must for maximum quality of food production .But we
can definitely do something for saving this last small bird in urban area.
Availability of nesting place: Modern constructions do not provide shelter space for
the sparrow. We can install bird houses inside the buildings, on trees & in balconies.

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This will be helpful for these birds as a better nesting place.80% of these Bird houses
always get occupied.
Sparrows prefer to stay near Humans,
Hence installing this in balcony or window
will be very effective.
Availability of Food: Sparrow basically
eats insects & food grains. Use of food
feeders will be very effective. It is design
for a small bird only. Less use of chemical
pesticides in balcony garden & local
gardens, parks which will avail the insects
for young sparrow. Providing clean water
to birds for drinking & bath can be done by keeping bowl of water in balcony or
windows.
Availability of nesting material: Now days our food storage system & packaging is
much modernised. Plastic bags replaced gunny bags. Threads of these gunny bags were
one of the nesting materials for sparrows. Mono culture grass is new fad in urban area
for beautiful gardens; these grasses destroying native varieties of other grasses which
are used by birds for nesting. This nesting material can be manually made available
near bird house so sparrow can occupied it easily.
Plantation: plantation of colourful flower plants will attract butterflies which lead to
availability of larva & caterpillar.
Security& Healing: Small birds need to be protected from predators like cats, eagle,
crows – owl. Also injured birds need proper medical treatment. Bird houses & bird
galleries will protect these birds from predators. NGO like ‘Sparrow shelter’ helps
injured birds. Awareness about such NGO & their contact numbers will be useful.

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Combine solution – The Bird Gallery:
Importance of bird gallery:
In the city of Mumbai, the number of small birds & sparrows has been drastically
decreasing every day. Many NGO implemented bird houses all over Mumbai but rate
of decreasing birds to the number of saved birds is 100:11. Which is very serious. To
take continue efforts to save the small birds is now the need of present time. Thus to
provide food, water, shelter & security to these birds this concept is used by NGO
‘Sparrow shelter’ & it is proved to be successful in getting small birds back. The NGO
believed the number of sparrows & other small birds will increase by 3 times due to
such availability to them.
Features of bird gallery:
Size of this bird gallery is 40 feet length, 20 feet width and 15 feet height. A concrete
parapet of 2 feet on all sides. Bird Gallery is covered by 2 inches X 2 inches M.S. net
with support of M.S. poles to protect from cats, dogs, rats, snakes, kites, crows &
pigeons. Upper portion will be partly covered by stiff fibre sheets to maintain balance
of shade for plant &birds. An attractive fountain would be placed in the centre of the
bird gallery to take care of their water requirements like bath & drinking water.

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Natural grass will be grown in the Bird gallery, which can attract lot of insects & serve
as a food to birds. Planting trees like Gokarna, Ghaneri, Exzora, Ratrani, Gulbaxi,
Madhumati, Roseplant, Salvadora , typha & other flower trees. This will help in
attracting butterflies & caterpillars which will be food for small birds. Same ways
various fruit trees should be plant outside the bird gallery. More than 100 bird nests can
be implemented in the gallery hence more than thousands of birds can get advantage of
food, shelter, water & security inside the bird gallery. Gallery will have walkway for
viewers to observe birds which are very rare in the middle of the city. The various
information boards can be implemented around gallery to spread the word of awareness
about RCF campaign. Middle portion of fibre sheet can be used for Advertising &
promotion of RCF campaign of saving small birds. The maintenance should be done in
terms of watering plants, supply of food water, cleaning of empty bird boxes.

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Pictures of bird gallery:

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3.4 Campaign Planning
This campaign will be carried out in Chembur & nearby area.
 Suggested name for campaign is ‘Kilbilat’ which means chirping of small
birds.
 Slogan for the campaign will be “let them live where we live”
Ways of Promoting campaign in Chembur:
1. School Promotions: School kids are keener about environmental studies
& awareness. These students are very active on social media sites & will be
helpful in spreading awareness in near age groups; parents & neighbourhoods.
There are more than 35 schools in chembur. (35 English medium + vernacular
medium schools) Expected students (to be targeted) are more than 25000. (+
Passive involvement of parents)

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Competitions are best way to promote campaign at school level. Essay
competition, Drawing competition, Poem competition, Speech competition
Awareness Rally (interschool) can be conducted.
Benefits:
1) Reaching to maximum audience via school kids. (Parents, Teachers,
Neighbours etc.)
2) Students will be requested to share Drawings & articles on social media for
maximum likes competitions. This will help to reach mass with message.
3) Awareness Rally will help in grabbing attention of localities & generate PR
for campaign.
2. College level promotions:
Under graduates & post graduates students are young adults. Awareness of RCF’s
initiative will create better brand image into upcoming working population. There are
more than 20 colleges in chembur. Expected students to be targeted are more than
10000.
It can be done via various creative competitions. Short film competition can be done on
sparrow /sparrow extinction /RCF initiative for it. Similarly Photographic competition
can be done on urban sparrow & Exhibition of the same. Street skit /road show / drama
competition on- campaign or sparrow extinction can be conducted. Campaign
promotional rally competition / Awareness rally competition (Inter College), Wall
painting competition, Slogan competition.
All above competitions can be taken between all colleges of chembur as intercollege
competition.
Benefits:
1) From Photographic competition we can conduct Exhibition on the subject
‘Sparrow in my city’. This exhibition will help in generating more PR & free
publicity for event.
2) Short film competition will be helpful for YouTube channel. Lots of movies on
sparrow extinction will help to reach maximum audience on YouTube.

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3) Road show /Skit will help in communicating problem to people & awareness
can be done very easily.
4) Wall Paintings will be free promotion of campaign as well as spreading
awareness.
3. Social Media Promotions:
Social Media is most effective promotional tool in urban area like Mumbai. More than
90% population in Metro cities use social networking sites like Facebook, Twitter,
what’s app, Instagram, YouTube, Google+, etc. With social media more number of can
be reached in people effective ways.
This can be done by: Creation of blogs on RCF’s campaign, Creating FB pages for
awareness, Use of Instagram, What Sapp, Twitter for promotional activities. The Inter
College & School competition participants can be joined as a part of social awareness
campaign on social sites, Videos / short films created by students in competition can be
uploaded on YouTube & FB for better promotion, Photographs of ‘sparrow in my city’
competition can be used for promotion on Instagram, what Sapp& FB, Here we can
measure responses for the campaign & can do direct promotion.
Google app can be prepared which will be free for android users. This app can notify
people about upcoming events, winners & share pics in the competition. At one place.
With this app awareness can be spread in more interactive ways.
Connecting all social networking sites is required for ease of audience as well as to
reach maximum people.
Any social marketing will be successful with:
1) Voting contest – for best picture / best video.
2) Top 10 list - on responses (top 10 pictures & videos).

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3) Maximum Likes competition.
4) Maximum Share’s competition.
5) Suggestion competition for “how to save declining sparrow?”
6) Share your experience for saving sparrow – Best Citizen award
7) FB – MEME competition – very famous part of FB – let common people show
their creativity for the competition, thousands of people follow many FB pages
only for reading memes & posting their own. This will ensure reach to mass.
Benefits:
1) Social media promotion is free tool to reach maximum people in urban market.
2) Study says people are addicted to social media & love to share things to get
maximum attention, our competition will give them a platform & we will reach
to maximum people.
3) Personal involvement of individual will help in better awareness & promotion.
4) Google app can be very useful to keep in touch with all the followers & updating
all information about upcoming events. This will generate free publicity for
future events.
5) Promotions on YouTube is long term advantage for RCF as people can view
those videos in future too & it will be lifelong promotion for RCF .
6) Measurement of campaign is easier with online media. We can easily tap how
many followers are there & what is the trend going.
7) Interactive marketing is always work. When we are asking for votes &
suggestions on free media, we will received great response.
4. Events for public awareness:
Awareness campaign should be done at public places like Malls, Railway stations,
Diamond Garden, Exhibitions, etc. Awareness can be done by distributing pamphlets
about campaign, direct one to one communication to audience, posters & banners about
campaign. Signature & Pledge campaign can be done for ‘saving house sparrow’.
RCF’s Diamond Garden will be event venue. Daily footfall of 2000 people can help in
spreading the word of awareness much effectively. Campaign should start at Diamond
garden on 20th
of March 2015 which is world sparrow day.

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One bird gallery is proposed to construct at Diamond garden. Campaign should start
with opening ceremony of bird gallery followed by awareness rally .Big Gas balloon
can be placed at Diamond garden, on which we can promote campaign. Big sparrow
with message of ‘saves the sparrow ‘in all languages can be made & placed at the place
of promotion. Mascot ‘Sparrow’ will entertain kids at Diamond Garden/ Malls. Bird
nest distribution & Bird gallery awareness should be done at these places. Slogan
competition can be taken for general public .Feedbacks on campaign can be taken for
measurement of awareness. Distribution of Bird nests & Small trail packs of Sujala can
be done through this.
Other Events Like kalaghoda festival, Malhar, Mood indigo, etc. can be covered for
awareness of campaign. Mostly all engineering colleges has technical festivals in
March month, which can be targeted & same awareness can be done at those event
venues.
Benefits:
1) Along with awareness on sparrow’s decline we will introduce ‘SUJALA’ to
urban market. This will help to identify response for product. This data can be
useful as sampling data in determining whether product should be launched in
urban market or not.
2) One to one interaction is most effective way of communication. People can ask
their queries & get answers, this will be helpful.
3) Turning Diamond garden into event venue for 3 months will attract more
people to venue for sure. This will help in spread word of mouth about event.
4) Signature competition is for creating the sense of responsibility within people
which will help into promoting this campaign by motivated people.
5) The Mascot Sparrow will be center of attraction for kids. People will take
pictures & share on social media which will help in publicity.
6) Opening ceremony of bird gallery on ‘World sparrow day’ will be great news
for media, this will generate lot of PR for event & RCF.
7) This will also give exposure to event & people will be well aware of
competitions & participation will be more.

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8) Event venues in engineering college will ensure more students participating in
online & other competitions & success of social media campaign for this.
5. Housing society’s promotions:
Direct promotions in housing societies will help for better awareness of campaign and
branding of RCF. More Bird houses can be distributed & bird gallery can be promoted
.More distribution of bird nest will increase chances of survival of sparrow. Permissions
are required from each Housing Society. Small desk can set into societies for awareness.
Team can have one to one interaction for awareness in societies in evening hours when
residential are retuning back home.
Benefits:
1) Convenience always works! At door step people will definitely pay attention &
actively participate.
2) More bird nest can be distributed via this method & more bird nests will increase
the chances of survival of sparrow.
3) RCF sujala will be promoted really well with this method.
4) If any other housing society agrees for constructing a bird gallery , it will
generate good publicity & success rate of campaign will be higher.
6. Awareness seminars / Media awareness articles :
Awareness of campaign should be done through News Media. Maximum people can be
made aware about the importance of small birds/ house sparrow & RCF’s initiative
about it. This will generate goodwill to company. This can be done by press conference
at opening ceremony, Paid news, interviews to media by spoke person & PR team.
Photo graphic & Paintings Exhibition can also help for grabbing media attention. In
time of school competitions seminars can be conducted for parents & teachers of
students in participating schools.
Benefits:
1) PR is long term publicity, it is a good will. Which can earned throughout this
campaign.
2) It will also aware people for upcoming news regarding event.

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7. Advertising the campaign:
We will be targeting Metropolitan area of ‘Chembur’. Local advertising is focused on
–TV cable ads, Ads on BEST buses & on Auto Rickshaw, Local Newspapers, Banners
& Posters in City, Pamphlets, Multiplex ads.
Cost Analysis of Media is described in further part of report by which we conclude.
Most Cost Effective ways of Advertising in chembur are:
1) Pamphlets – No of pamphlets should be distributed throughout the campaign.
Pamphlets will explain RCF’s initiative & required actions for saving the bird.
2) Advertising in multiplex screen will be more useful as people will be in right
mood to understand the problem. Also Advertisement in movie for local
campaign is eye catchy for sure.
3) Auto rickshaw & buses are major transporting tools in chembur. Advertising on
these is value for money. This will tap huge number of people all over chembur.
3.5 Promotional ways of RCF Sujala in the campaign:
 RCF Logo on Bird houses
 RCF Promotion on Bird gallery (middle area of fibre sheet)
 RCF logo on drawing sheets for competition.
 RCF logo on photo graphs in photo graphic competition.
 RCF promotion in videos In short film making competition
 RCF logo on pamphlet – Explanation on why RCF taking this initiative.
 RCF logo on posters of competitions & awareness
 RCF logo on signature campaign board /wall banner
 RCF logo on balloons with save the sparrow message
 RCF logo on Stickers – stickers on Auto rickshaw, Buses.
 RCF Promotion in media for social activity.
 Distribution of Smaller packets of SUJALA on event venue for free trials.

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Measurements of ‘success of the campaign’:
 Number of feedbacks from public
 News coverage for campaign
 Number of hits on social media
 Number of people who joined campaign through signature campaign,
social media, competitions within school & colleges.
 Number of bird houses occupied by sparrow.
 Number of bird gallery visitors.
3.6 Cost Analysis for Ad media& Subscribers in chembur area:
Promotional media:
1. TV ad: Total viewer’s about 6 lac.
Locations covered by Bhawani Hathway digital cable.
1. Chembur.
2. Govandi.
3. Mankurd.
4. Chunabhati.
5. Thane.
6. Many more such locations.
Details:-
A. Stickers ads (Rs. 10,000/month)
 45 words,
 Length should be 1 minute.
 Will repeat this add every 10-12mins.
B. 1 minute adds (Rs. 20,000/month)
 Length should be 1minute.

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 12 ads in a day.
 In between movies throughout the day.
(Ads can be made by the cable operator for total Rs.10, 000)
2. B.E.S.T Bus ads: Locations covered with in Chembur.
Details: - 1) ON BUS
 Rear side of the Bus (Rs.4500/bus/month).
 Left/Right side of the Bus (Rs.10, 000/bus/month).
 T.V (Rs.15,000/month)
 Length should be about 30seconds.
 5-6 buses can be targeted.
2) Bus Queue Shelter (BQS)
 Non-Lit BQS :- Rental ranging from: 18K to 30K per month
 Lit BQS :- Rental ranging from:85K to 1.5L per month
 Unique BQS With Panoramic panel & MUPI : 1 L/ month
Panoramic Panel: 15’.1” x 4’.5”
MUPI: 3’.9” x 5’.7
3. News Paper:
Details:-
Publication: Bombay Times (Chembur – Ghatkoper plus; 50000+ copies
circulation)
 Ad: Size 400 sq.cm. (Quarter page – base rate) – Rs.43000 / Rs.35000/
Rs.32000 for 1, 3 & 6 insertions respectively.
 Paid News: Size 120 sq.cm (Paid news) – Rs.15000; Size 800 sq.cm – Rs.96000.
 Front page – Rs.3200 / sq.cm (All over Mumbai)
 Bombay Times.(only Chembur Ghatkopar) - Rate.115 per sq cm ; Issue Dated
- Fri , Sat , Sun

44. Page | 44
4. Auto Rickshaw Ads:
Details:-
 This is cheapest way for maximum promotions.
 Nearly 70 – 80 passengers travel in single auto per day.
 Single auto can target around 700- 800 people per day.
 Sticker’s ad can be stick to all autos in chembur.
 Rs.100 per Auto rickshaw (through agency) for month.
5. Banners & Flex:
 It can be installed by governmental permissions throughout city.
 Miscellaneous cost of Rs.10000 shall kept for Official permissions.
1) Flex:
 Qty: 50 PC
 Size: 3 x 2 or 4 x 3 (feet)
 Solvent print : Rs. 8/- per Sq.ft
 Eco-Solvent print : Rs.20/- per Sq.ft
2) Star-Flex
 Qty: 30 - 40 PC
 Size: 3 x 2 or 4 x 3 (feet)
 Eco-Solvent print: Rs. 25/- per Sq.ft.
 latex print : Rs. 40/- per Sq.ft
3) Sticker & Pamphlets
 Qty : 2000Rate : Rs. 0.40/- per sticker
 Rate for pamphlets 6000 Qty single color printing Rs.1/- per no.
 Rate for pamphlet 6000 nos. A/4 size multi-color printing both side Rs.1/50ps
per no.
 Rate for flex 12/- per sq. Ft.
 Wooden framing 25/- per sq. Ft.
 Stickers 1 inch x 1 inch 2000 qty. Rs.500/- for qty.

45. Page | 45
6. Social Media Ads:
 50ps per click on ad for Google, YouTube & FB.
7. Hoardings:
 Depending on size & location.
 Average Size: 40*20 feet.
 Range: 1L to 11L / Month.
8. Multiplex ads: Fun cinema, chembur:
Multiplex ads: Fun cinema, chembur:
Screen
Number
Seats
60
sec/week
30
sec/week
10 sec
slide/month -
Audio
10 sec
slide/month -
Mute
1 224 11667 7583 12500 10000
2 224 11667 7583 12500 10000
3 274 11667 7583 12500 10000
4 262 11667 7583 12500 10000
5 269 11667 7583 12500 10000
Table 3.1 Advertisement rates at Fun cinemas
 Daily 28 – 30 shows.
 5 Shows per screen on an average.
 More than 1000 people are targeted per screen.
 Ads are twice – at start & at interval.

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3.7 Scheduling:
Campaign should start in summer (March) as its time when sparrows starts searching
for nesting place. Bird houses & Bird galleries will attract number of house sparrows.
Pre event activities shall start from December 2014.
Actual campaign shall run for 4 months, which is enough period for sparrows to occupy
bird houses. Also RCF will get better exposure in 4 months of promotion.
Post event measurements shall run for 1 month. In this month feedbacks from public
shall be taken, response on social networking sites should be measure. As well as
number of bird houses occupied are another parameter to measure the success of
campaign.
Response to Bird gallery will also count.
Schedule of Activities for campaign
Pre – event
1. Hiring people for campaign – (Dec 2014)
1.1 Dedicated to control social media activities
1.2 Accounts & legal activities
1.3 Logistic
1.4 Spoke person & Event co-ordinator , scheduling
1.5 Creative – Designing of resources & Judging competitions
2. Order placement for Bird nest (2000 units) – ( Dec 2014)
3. Receiving order of bird nest– (Feb 2015)
4. Construction of Bird Gallery – Location RCF / Diamond garden.
(Dec 2014 – Jan 2015)
5. Plantation of flower plants in bird gallery & Maintenance.
(Jan 2015 Onward)
6. Legal permissions work. (Jan 2015 – Feb 2015).
7. Designing of Pamphlets, Big sparrow, Logo, banners for campaign.
(Jan 1st
2015 – Jan 31st
2015)

47. Page | 47
8. Designing & creation of social media tools – website, blog, FB pages & groups,
YouTube channel Twitter official accounts etc.
(Jan 1 – Jan 25, 2015).
9. Promotion In schools & Colleges for competition entries & RCF’s initiative. ( 27th
Jan – 7th
Mar 2015)
10. Planning of competitions – subjective as per entries.
11. Resource planning for public event. (Feb 10th
to March 10th
2015)
12. Big Balloon Ordering & Installation at Diamond garden.
(Mar 1st
– 12th
2015)
13. Media planning for pre event promotions – PR work.
(Feb 1, 2015 onward)
14. Planning for opening ceremony. (15th
Feb – 7th
Mar 2015)
15. Initial Budgeting & Accounts. ( 8th
Mar – 10th
Mar )
During Event: (100 Days: 20th
March to 27th
June)
1. Opening ceremony at Diamond Garden. {20th March 2015}
1.1 Opening of bird gallery
1.2 Big balloon opening
1.3 Rally
2. Events – Seminars scheduling.(subjective)
3. Conducting Competitions at school & colleges.(subjective)
4. Awareness campaign at Public places.( 21st
Mar – 31st
May)
4.1 Malls – Week ends
4.2 Railways – monorail stations, Petrol pump – Pick hours-week days
4.3 Housing societies (1 day each).
4.4 Diamond Garden ( Morning & Evening Daily)
5. Social media promotions.(Though out)
6. Exhibitions of photography – paintings in competitions.(June 2015)
7. Distributions of bird nests. (Mar- Apr- May 2015)
8. Judging competitions & Award distributions.(June 2015)
9. Advertisement & Media exposure to campaign. (Mar 1st
– June 2015).

48. Page | 48
Post Event:
1. Preparations of Final Account & Balance sheet.(July 2015)
2. Measurement of success of campaign. (August 2015)
3. Reporting & Documentation. (August 2015)
4. Social Media Promotion Of campaign’s success story.
(July - August 2015)
Time Table of Activities:
Month Activity
Dec 14 1. Recruitment & division of work
2.Order placement for Bird nest
3.Start construction of bird gallery
Jan 15 1.Completion of construction
2.Plantation in gallery
3.Legal permissions – Listing & application
4.Designing – ads, banners, posters, logo,
pamphlets etc.
5.Printing
6.Social media promotions
7. Awareness about competitions in school
Feb 15 1.school & college level promotions
2.Resource planning for event
3.Media planning for advertisement
4.Planning & preparation for opening
ceremony
Mar 15 1.Big Balloon ordering & Installation
2.Intial budgeting
3.preparation for opening ceremony
4.opening ceremony

49. Page | 49
5.promotional activities
April - May 1.Promotional activities in schools
2.competitions in school
3.Promotional activities in colleges
4.competitions in colleges
5.Awareness at public places
June 1.Results & Awards
2. Exhibitions & media exposure on event
completion
3. Analysis of campaign
4.Final account & balance sheet
5.Measurement of success of campaign
July 1.Measurement of success of campaign
2.Reports & documentation
3.social media promotion for success story
Table 3.2 schedule

50. Page | 50
3.8 Estimate Budget:
With considering rates from different vendors & ad agencies in chembur the following
is estimate budget for this campaign.
Sr.No Particulars Qty Cost/unit Cost
Negotiable
cost.
1 Bird Nest (pine wood)/ 2000 200 400000 350000
Bird Nest (Soil Made) 3000 125 375000 350000
2
Big Balloon (with
installation) 1 22000 22000 22000
3
Big sparrow with message
in all languages 1 3000 3000 3000
4 Pamphlets 20000 1.5 30000 20000
5 Banners - flex (printing) 50 180 9000
150006
Banners - flex (Wood
framing) 50 200 10000
7 Stickers for bird nest 2000 0.4 800 500
8 Stickers for auto 500 4 2000 4000
10 Advertisement on Auto 3m*500 100 150000 75000*
12 Buses 3m*5 10000 50000 150000
13 Multiplex ad 13w*2 7583 197579 190000
14 Google App Development 1 10000 10000 10000
15
Rally on opening
ceremony 100 100 10000 10000
16 Prices for competitions 100000 100000
17 Wages*
18
Bird Gallery construction
cost*
Estimate 949500
Table 3.3 Budget

51. Page | 51
Brief on Estimated Budget:
 For Bird Nest there are two types available – budget is kept same for
both, only volume will differ.
 Wages & Number of workers are decided as per requirement.
 Bird gallery will be constructed by RCF.(cost not included)
 100 paid participants for Rally Rs.100 for each.
 Multiplex ad rate is calculated for 2 screens with maximum no. of
seats for 13 weeks. (3 months March to May 2015)
 Auto ads can be negotiated to auto drivers directly as low as 30 Rs/
auto / month.
 Google app annual fees are around 2k the estimated amount is
inclusive of developing it & making it available on iPhones.
 Only estimate budget made on cost analysis from different vendors
& advertisement agencies in chembur.

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Part 4: Research & Analysis
Intensive research was done for this campaign. This was social campaign & related
more to people. Data obtained was not qualitative or quantitative as there are no
statistics available with BHNS about house sparrow.
The basic of research in this project is OBSERVATION.
Every conclusion is derived by observation & scientific references.
The Research method used was ‘Grounded Theory Method’. It is the methodology in
social science involving the discovery of theory through the analysis of data.
Grounded theory method is a research method which operates almost in a reverse
fashion from traditional social science research. Rather than beginning with a
hypothesis, the first step is data collection, through a variety of methods.
Method used for collecting primary data was unstructured interviews & analysis of
research papers for secondary data.
Collection of Primary data:
1) Visiting NGO Sparrow shelter & interviewing Mr Pramod Mane.
2) On call interview of representative of Hirval Foundation.
3) On call information generation for buying media.
Collection of secondary data:
1) Research papers on sparrow extinctions
2) Study on various reasons of decline all over the world

53. Page | 53
Conclusion:
Why RCF should do this campaign?
RCF is well known brand in rural area from last many years. Besides business RCF has
done a lot of social activity for the rural society like adopting villages, providing soil
testing facilities, Public healthcare & village sanitation programs & many more.
Along with these programs RCF puts efforts in improving eco system at urban areas
like chembur via project ‘Green chembur’ which is very successful. This campaign will
be considered as next step of ‘Project green chembur’. Hence ‘Green Chembur’ to
‘Ecological balanced chembur’. This will boost the brand image of RCF in urban
society.
With this campaign RCF will reached to young adults, kids, Parents (middle age
group), Retired people , corporate, housewives ,etc. According to statistic India will
have highest young working population by 2020. This Campaign will be promoting
RCF to school kids & under graduates, which avails brand awareness in youth.
The social media promotions like YouTube videos as well as FB pages, etc. have long
term promotional impacts. Also, Bird gallery will be a life time promotion for the RCF.
RCF maintained lot of gardens, where company can implement the bird gallery, which
will attract more people & add more beauty to the place. These are long term advantages
as promotional perspective.
Being chemical company & working for environmental issues always created positive
PR for the RCF & this new campaign will ensure that RCF is continuing its good work,
which will generate lot of Good will for the company.

54. Page | 54
Bibliography
Links
https://www.facebook.com/pages/SAVE-the-House-Sparrow-
Campaign/343952375706804
http://hirvalfoundation.blogspot.in/p/save-house-sparrow.html
http://indiasavesparrow.blogspot.in/
http://timesofindia.indiatimes.com/city/kanpur/Save-sparrows-for-natures-
balance/articleshow/12350078.cms
http://www.sparrowshelter.org.in/
http://worldsparrowdayindia.blogspot.in/
http://www.savesparrow.com/
http://www.veterinaryworld.org/Vol.3/February/The%20case%20of%20the%20
Disappearing%20House%20Sparrow.pdf
http://www.thehindu.com/features/kids/save-our-sparrows/article4496787.ece
Research Paper:
The case of the Disappearing House Sparrow - Anjan Dandapat, Dipak Banerjee and
Dibyendu Chakraborty
Can we save the sparrow? - R. J. Ranjit Daniels

55. Page | 55
Exhibits
References:
Sparrow’s shelter NGO
President: Mr. Pramod Mane.
Contact: 9867633355
Landline: 022-32993325
Email: ilovesparrow365@gmail.com
Workshop / Office Address:
SPARROW'S SHELTER
Hon Manohar Joshi Collage, Next to Dharavi Bus Depot,
P.M.G.P, Colony, Opp. Maharastra Nature Park,
Dharavi, Mumbai - 17
Hirval foundation, Nashik (NGO & bird nest whole sale suppliers)
Dr.chetan Jawale
Contact: 9422770839, 8796639920
Email: zoology@rediffmail.com
Kruthika Sky Balloons, Mumbai
Contact :( 022) 61613522
44, Rabiya Mansion, Chimbai Road,
Near St Andrew's Church, Bandra West, Mumbai 400050

56. Page | 56
Printing agencies for (Banner, pamphlets, stickers& flex)
1. Rainbow Print House Tilak nagar
Telephone no: - +912261610191
Name: - Nirav Shah
2. Network Designer
Name: - Jyoti
Telephone no: - 9322353085
Ad Agencies:
1. Toi Nisha Media Net (Contact – 9890465969)
2. Sagar Associates (Mr.Krupal – 9987917864)
3. SHREE ADS (Contact - 9699551062 • 8097742348)