Team Members: Colleen Thomas, Neha Sharma, Simone Fernandes, Nelita Dcuhna, Benjamin Thomas, Radhika Bakhai Position: Finalist Competition Name: SIMCatalyst Description: Concept for Infortainment Reality Show for MTV Institution: Symbiosis Institute of Media and Communication (PG), Pune

1. TTEEAAMM
FFRREENNCCHH
TTOOAASSTT MMAAFFIIAA
“ We will make you an offer,
you can’t refuse”

2. ONE LAST TIME
Forbetter worseor

3. CONCEPT • 7 recently
divorced
couples
• Grand Prize of
40 lakhs cash
and a car per
partner
• Each couple
must work
together on
specific task

4. • Tasks are based on
the 7 DEADLY SINS
• 18 episodes, with 4
audition episodes,14
episodes, each week
with a task based on
a particular sin.
• Couples who fail to
perform in the task
are up for elimination,
to be decided by
public voting

5. TASKS LINED UP
Episode 1 – 4
AUDITIONS
The audience watches
as couples who
have registered
for the show are
interviewed. Their
stories and
backgrounds are
shown.
Episode 5-6
SIN : SLOTH
Couple are given
uncomfortable chores
to do in comfortable
settings. Points are
lost depending on
breaks and time
wasted. Bottom 3 are
up for elimination.
Episode 7-8
SIN: WRATH
Creating animosity
through asking
couples to share
opinions about each
other and watch if
they’re able to
overcome this.

6. TASKS LINED UP
Episode 9-10
SIN : GLUTTONY
For each pound
gained by a
couple over a
week, they get
Rs. 5000,
provided both
contribute to
weight gain.
Episode 11-12
SIN : GREED
Money is at
stake. If one
partner loses,
the other
suffers.
Episode 13-14
SIN : ENVY
Providing
different facilities
to the other
couples, thus,
creating strong
animosity
amongst them.
Episode 15-16
SIN : LUST
Individual dates with
supermodels. Who
flirts and who
doesn’t?
Episode 17-18
SIN : PRIDE
Who bows down
first?

7. TARGET GROUP
AGE GROUP : 18 – 35 years
GEOGRAPHIC CHARACTERISTICS : Tier 1 and Tier 2 cities (A1 – B2)
College-going Students
- Wakes up to check Whatsapp and
Social media
- Mornings and afternoons spent
at college
- Evenings spent at eateries, cafes
and pubs
- Late evenings spent watching TV
- Surfs the internet or spends time
on social media at night
- Weekends are spent relaxing at
home or catching up with friends,
shopping at malls
Working Professionals
- Wakes up to check Whatsapp and
Social media
- Spends major portion of weekday
at work
- Arrives home late, spends time
watching tv and surfing the
internet/social media
- Weekends are spent by waking
up late and spending time with
family/friends, shopping at malls

8. MEDIA CHANNEL :
…WHY?
TELEVISION
• Highest exposure to the required
target group.
• Mass Reach
• National, local and niche coverage
• Audio Visual impact
MEDIA VEHICLE :
CHANNEL [V]
• Youth GEC
• Utilize pre- prime time band 7-8pm,
• Saturday, Sunday

9. TIME LINE

10. TELEVISION
Promos on
Channel [V]
during time
slot 7-8 pm
and 9-10 pm
PRINT
Major
newspapers in
Metros
DIGITAL
CAMPAIGN
Website
Twitter
Facebook
YouTube
OOH
Hoardings
(Near Malls,
Popular Eateries,
Highways, Tech
Parks)
On Ground
Activation
(in metros only
at malls)

11. PR Plan
Objectives
To generate TG attention/interest and awareness about the show
and its launch through media placements and special events.
Make “One Last Time” the most talked about show among the
TG.
Creating a large fan base of the TG in the digital space particularly
on Social networking sites.

12. .
Key PR Tools
MEDIA ENGAGEMENT :
– Press releases: Print and Digital releases in the month of
June.
– Media Tours :In the last two weeks of June, prior to the
show telecast.
– Online Promotion (behind-the-scenes on YouTube).
CONSUMER ENGAGEMENT :
– Special Events: Divorcee Party in the metros, month of
June.
– Digital involvement: Dedicated YouTube channel,
Facebook & Twitter contests, launched with the launch of
the show.
– Developing website content.

13. Social Media – Teaser Campaign
Duration : 1 week prior to launch
Theme : The Perfect Ex- ample
Platforms : Twitter, Facebook, YouTube, Microsite, Application.
Nature of posts- Interactive, contests, shared.
•Things my EX says
•Stupid Break Up lines
•The Knot
•My Hate Story
•10 things I hate about my Ex
•The Undating Tips
•Time to give all of this – One Last Time (Pre Launch Phase)

14. Platforms – The Perfect Ex- ample
Campaign
Platform Content
Facebook Posts, Contests. Cross promotions, Link to
Microsite/Application provided with
posts,
Twitter Tweets, Influencer Tweets, Contests,
Cross Promotions, Bitly Link to
Microsite/Application provided. Follow 2
win activities.
YouTube Spoof Videos on couples, Teaser videos
Microsite Application, Spoof Videos,
Twitter/Facebook feed.
•Countdown timer available on all platforms, to the day of launch
•Posts will include link to online registration.

15. Digital Promotions & Post Launch
• Digital Promotions – Ads, Banners etc.
• Post Launch Phase
- Social Media platforms (Facebook,
Twitter)
- Microsite  Website
- YouTube content

16. REVENUE MODEL

17. Posters, Hoardings and Billboards

23. Colleen Thomas
Neha Sharma
Nelita Dcunha
Simone Fernandes
Bejamin Thomas
Radhika Bakhai