This document provides a proposal for creating a corporate film for SMAS Auto Leasing India. The objectives of the film are to increase brand awareness, communicate product benefits to both companies and employees, and generate sales leads. It will target companies that want to provide good benefits to employees and end users who want to achieve their dreams early in life. The film will address challenges like competition in the auto leasing market and lack of brand recall. It will present the product as fulfilling both necessity and lifestyle through customer testimonials and infographics. The proposal outlines the scripting, production, and post-production process for making the film.

1. Corporate film proposal
for SMAS Auto Leasing India

2. Understanding of the Brief
SMAS Auto Leasing India Private Limited is a joint venture of Sumitomo Mitsui Auto Service Company Ltd. and
Sumitomo corporation, Japan. SMAI has a varied base of corporate customers spanning across multiple
industry verticals.
Making a corporate film for SMAS, keeping their
Indian customers in mind
Objective:
1) Brand awareness among their specific Target Group
2) Communicating the Product understanding. Using the film as a sales tool.
3) Communicating, Product Benefits to Companies: No downpayments, Tax savings, Non capitalisation etc.
4) Communicating, Product Benefits to Employees: Tax savings, 100% funding, No down payment, etc.
5) Creating Recall and Generating sales leads.

3. Understanding Customer mindset
COMPANIES
Companies is India today emerging as they know what their employee wants.
1) Amex thinks that creating an inspiring workplace is a top priority.
2) Google’s perks of providing top-class food free of cost to its employees and a host
of recreational activities which illustrate their “work is play” ethos are rather well-known.
3) Godrej’s LOUD(Live Out Ur Dreams) program has earned accolades in business circles.
4) Flipcart has pickedup policies that allow their employes a great maternity benefits.
Male employees get 10 days of leave which they can avail either before the birth of the
child or within six months of the child’s birth

4. END USERS
1) Car buyers in India are getting younger and buying cars early in their careers
2) The numbers of second cars in the households, and second-time owners, have gone up
considerably in the last 5 years.
3) 90% of car buyers in India still continue to be male
4) Currently more women researching and deciding the car choice.
5) First purchase has a high emotional attachment.
6) Indian car buyers today know what they want, are brand conscious.
7) Don’t mind exceeding their budget if it adds to their social image.

5. Buying a car is a decision that involves many factors as it’s an expensive affair.
Many readers write in asking how they should save to meet this financial goal.
In this scenario if we consider the mindset of our customer, We find a defined guideline
that tells us how to position our product in their mind.
Which eventually guides us find the tonality, elements and approach
Of the proposed marketing tool.
END USERS
Willingness to achieve
their dreams and a
desired lifestyle early
in their lives
COMPANIES
Willingness to put in
their best welfare
Mechanism in place.
SMAS AUTO LEASING

6. CHALLENGES
Competition:
SMAS Auto leasing India acquired the leasing business in 2014. Prior to that
Indian auto leasing market was already occupied by other competitors.
1) ARVL: Arval in India was started in September 2007.
Operate in 4 metros: Mumbai, Delhi, Bangalore and Chennai and
cater to services pan India.
2) ALD: ALD Automotive India, was established in 2005 In India.
They have direct presence in Mumbai, Delhi, Hyderabad, Chennai, Pune
and Bengaluru and an operational reach in all major cities across India.
3) ORIX: Orix india started their operation in December 2011
Presence in Jaipur, Pune, Agra, Nagpur, Kanpur, Indore, Bikaner, Jodhpur,
Moradabad, Etawa, Rudrapur.
3) AVIS: Avis Introduces operating Lease in India in June 01, 2012
They have an established network extending to 19 cities across India.

7. Recall:
Although the product is meant for B2B clients, SMAS painfully
missing branding presence in corporate India, while Indian mindset is
highly brand sensitive.
Time call:
Auto Leasing decisions are taken by topmost executive of the
Corporates who are highly occupied most of the times, thus sales person may
find it difficult to pitch the product to the right person at the right lime
Tough Negotiations:
Indian Companies those are still unaware of this concept and hence pose tough
Negotiations to the leasing companies. They try to structure the deals as per their
whims and companies have to concede to suit client needs.
Taxes:
Leasing is subject to Registration Tax and Vat. This taxes vary state to state and
companies find it difficult to structure their pricing accordingly. (Which can come to
An end with the introduction of GST)
Apart from this big challenge of occupied
market scenario SMAS must be facing issues like:

8. Today car leasing is already popular in MNC’s, Large corporates and
Public sector Units. it is slowly gaining traction among businessowners
and professionals as well. This sector is still maturing.
1) So, We propose a film that takes care of all the challenges and
expectations of aspiring Indian Target Audiences.
1) A film which also projects the products role as lifestyle along
with necessity.
2) We propose a warm presentation which will not only
incorporate sellers openion but also the experience of actual
customers (Procriorment head or relevant personnel) and the
actual end users that creates credibility to the target audiences.
4) A film which is a proper mix of Audiovisual and infographic
contents to take care of clarity and simplicity of the product.
Out line of the proposed Corporate film

9. Process flow of the making corporate film.
Once we get the PO
1) Based on our understanding on your formal brief we create the first cut of the
script and share with you.
2) We incorporate your inputs and finalize the script.
3) Once the script is approved we create an animatic of the film
(a preliminary version of a film, produced by shooting successive sections of a
storyboard and adding a soundtrack.)
4) Music track gets prepared
5) Preproduction plan, location finalization, identifieng anchors,
6) Shooting
7) Post production, which includes editing, animation,
colour correction etc.
8) Delivery.

10. Thanks
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