1. A PROJECT REPORT
ON
Content Generation and Marketing Strategy
CARRIED OUT AT
BUSINESS OF IDEAS (RELIANCE JIO), MUMBAI
SUBMITTED BY
Asmita Malakar
ROLL NO-15210
MBA++ (MARKETING)
UNDER THE GUIDANCE OF
DR.SURBHI JAIN
PUMBA
In the partial fulfilment for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION (MBA++)
DEPARTMENT OF MANAGEMENT SCIENCES (PUMBA)
SAVITRIBAI PHULE PUNE UNIVERSITY
2015-2017

2. SAVITRIBAI PHULE PUNE UNIVERSITY
DEPARTMENT OF MANAGEMENT SCIENCES (PUMBA)
Ganeshkhind, Pune-411007
CERTIFICATE
This is to certify that the Summer Internship Project entitled “Content generation and
Marketing Strategy” carried out BUSINESS OF IDEAS (RELIANCE JIO), MUMBAI at has
been submitted by Asmita Malakar, Roll No-15210, a second year MBA++ (Marketing)
student of The Department of Management Sciences (PUMBA), Savitribai Phule Pune
University, towards the partial fulfilment of the requirement for the award of the
Masters in Business Administration (MBA++) and the same has been carried out under
the guidance of Dr.Surbhi Jain, Assistant Professor, PUMBA during the academic year
2015-2017.
Dr. Surbhi Jain External Examiner Dr. B. V. Sangvikar
Assistant Professor Head of Department
Internal Guide PUMBA

3. DECLARATION
I hereby declare that the project work titled “Content generation and Marketing
strategy”for “BUSINESS OF IDEAS- A RELIANCE JIO SBU” is submitted by me for the award
of degree in “MASTER IN BUSINESS ADMINISTRATION” has not formed the basis for the
award of any other Degree. This dissertation was done independently by me under the guidance of
Prof. Surbhi Jain, Department of Management Sciences (PUMBA). I understand that any willful
activity and practice herein may lead to disqualification or dismissal of my project.
ASMITA ALOK MALAKAR
ROLL NO. : 15210
MBA++
2015-2017
DEPARTMENT OF MANAGEMENT SCIENCES (PUMBA)

4. ACKNOWLEDGEMENT
Talent and capabilities are of course necessary but opportunities and good guidance are two very
important things without which no person can climb those infant ladders towards progress. This report
bears on imprint of many people and I am conscious of my indebtedness to each and every
individual who have directly and indirectly helped me in the preparation of this report. It would be
my immense privilege to put in few words of gratitude to all those who guided and inspired me
throughout my study.
I wish to acknowledge with deep appreciation and profound gratitude to Business of Ideas-Reliance
Jio).
I sincerely express my deep sense of gratitude and appreciation to my Project Guide Prof. Surbhi
jain for her valuable guidance, constant encouragement and timely feedback since from the
inception to completion of the project. I owe my sincere thanks to my company guide Mrs. Anirudh
Naik and entire BOI Family, for this wonderful learning opportunity.
I also take the opportunity to thank Dr. B.V.Sangvikar, HOD, DMS and SPPU.
Last but not the least, I wish to avail myself of this opportunity, express a sense of gratitude to all
those who have helped me in one way or the other.
ASMITA ALOK MALAKAR
ROLL NO. : 15210
MBA++
2015-17
DEPARTMENT OF MANAGEMENT SCIENCES (PUMBA)

5. INDEX
SR.
NO.
CONTENT PAGE NO.
1. Executive summary 1
2 About Industry 2
3 About Company 4
4 Literature Review 10
5 Project 1:Content Creation 12
6 Project 2: Brand Index 14
7 Project3: Ad campaign for Tiger woods and Hero Motorcorp. 23
8 Project 4: IMC for breast cancer Awareness 24
9 Key learnings 26
10 Bibliography 27

7. 1
1. Executive Summary
Business of Ideas, a Reliance Jio Strategic Business Unit, is an Entertainment and Marketing
Consulting Firm. They are essentially responsible for creating content for Jio’s various
platforms. Reliance Jio is launched its 4G product this year which has several features for on-the-
move entertainment. This feature requires a continuous flow of interesting videos which have the
potential to go viral. Business of Ideas is responsible for developing these videos end-to-end,
right from conceptualization to production, post-production, and then release. They are also
involved in movie marketing and IP’s for various celebrities.
As an intern I had the opportunity of working in all of the above fields of work .Our main aim
and objective was to come up with ideas and strategies.
Its 4G services also have a Jio Portal which contains various applications viz. Jio Play, Jio Beats,
Jioon Demand, JioMagz, Jio Drive. These applications can be downloaded on any smart phone.
We had to create exclusive content for these portals. Jio on Demand is an entertainment portal
wherein all the exclusive content shot would be aired. The content will be strictly digital and
includes fictional concepts like short 5-10 minutes movies, various IPs as well as non-fictional
concepts like chat shows, reality shows, celebrity branding, Q&A’s and CSR activities.
Creative thinking and script writing and development opportunities were given. I was also
involved with production designing and planning of shoots.
Germination session throughout the week helped me to gel with other employees and associates
of the company and align my thought process with that of the company and the industry.
Most of our work was done in the form of Presentation using PowerPoint .A special format or
sequence of slides was to be for presenting our ideas.
Generally we were allocated work on daily basis, whereAditya sir would give us the brief.

8. 2
2. About the industry
Media and entertainment industry in India consists of many different segments under its folds
such as television, print, and films. It also includes smaller segments like radio, music, OOH,
animation, gaming and visual effects (VFX) and Internet advertising. Entertainment industry in
India has registered an explosive growth in last two decades making it one of the fastest growing
industries in India. From a single state owned channel, Doordarshan in the 1990s there are more
than 400 active channels in the country
Television Industry
Television is one of the major mass media of India and is a huge industry and has thousands of
programs in all the states of India. Today India boasts of being the third largest television market
in the world. The small screen has produced numerous celebrities of their own kind some even
attaining national fame. TV soaps are extremely popular with housewives as well as working
women. Approximately half of all Indian households own a television. Television first came to
India in the form of Doordarshan (DD) on Sept 15, 1959. Doordarshan is the National Television
Network of India and also one of the largest broadcasting organizations in the world. The major
players being Doordarshan, STAR TV (Satellite Television Asia Network), Zee Television,
United Television, CNN, Sony Television, ATN (Asia Television Network), BBC World, SUN
TV, Discovery Channel, TNT and Others. India’s television business has an estimated $3.4
billion in revenue in 2005, according to PricewaterhouseCoopers.
Film Industry
Films are the most important form of entertainment in India. Film industry in India is among the
largest in the world in terms of films produced (approximately 1000) in different languages
which include films in Hindi, Kannada, Bengali, Tamil, Telugu, Punjabi and
Malayalam. Approximately twenty-three million Indians go to see a film every day. Film
Federation of India is the apex body of film industry in India whose objective is to popularize
and promote the cinema. Bollywood accounts for 46 percent of the total Indian film industry
revenues film industry experts.
Radio Industry
Radio broadcasting in India started in British India in 1923 with the Radio Club of Bombay. All
India Radio (AIR) was established in 1936 which is one of the largest radio networks in the
world including the AIR FM. AM, FM and even Satellite Radio have made a huge impact on the

9. 3
Industry in India. Most of the media houses either already have a presence in the industry or are
looking to get a license in the next round. Famous stations are Radio Mirchi (of the Times
Group) has maintained a lead position in most cities it operates in and other channels like Radio
City, Red FM, Big FM, Fever, Radio One have also been able to get significant traction.
However social media in these days has got an upper hand .Social media has omitted the
drawback of one way interaction. Within millisecond one can access, share, comment, and
subscribe to all the audio visual content. You can reach to the masses and classes with a greater
amount of speed, accuracy and efficiency.
Digital Content
Digital Content is any type of content that exists in the form of digital data. Forms of digital
content include information that is digitally broadcast, streamed or contained in computer files.
Viewed narrowly, types of digital content include popular media types, while a broader approach
considers any type of digital information (e. g. digitally updated weather forecast, GPS map and
so on) as digital content. Digital content has seen an increase as more households now have
access to the Internet. Therefore it is easier for people to receive their news and watch TV online,
rather than from traditional platforms. Because of this increased access to the Internet, digital
content is commonly published through individuals in the form of eBooks, blog posts, and even
Facebook posts.
At the beginning of the digital revolution, computers facilitated the discovery, retrieval, and
creation of new information in every field of human knowledge. The digital revolution facilitated
the creation of digital content as it became increasingly more accessible and available. Despite
change towards digital technology occurring somewhere between the late 1950s and
1970s, distribution of digital content did not begin until the late 1990s with the rise in popularity
of the internet. While the digital content was primarily distributed through computers and the
internet in the past, methods of distribution are rapidly changing as the digital revolution brings
new channels such as mobile apps and eBooks. These new technologies will create future
challenges for content creators, as they must determine the best channel to use to bring content to
their consumers. Additionally, intellectual property issues have arisen with the rise of new
technologies. Users can easily share, modify, and redistribute content outside of the creator's
control. While new technologies have made digital content available to large audiences,
managing copyright and limiting content movement will continue to be an issue that digital
content creators face in the future.

10. 4
3.About the company
1.Reliance Jio Infocomm Limited (RJIL)
Jio is a Mumbai-based provider of 4G internet, mobile telephony, broadband services, and
digital services in India. Formerly known as Infotel Broadband Services Limited, Jio provides
4G services on a pan-India level using LTE technology. The telecom leg of Reliance Industries
Limited, it was incorporated in 2007.
The services were beta-launched to Jio's partners and employees on 27 December, 2015 on the
eve of 83rd birth anniversary of late Dhirubhai Ambani, founder of Reliance Industries. On
September 5, 2016, Jio commercially launched its 4G services.
History
In June 2010, Reliance Industries (RIL) bought a 96% stake in Infotel Broadband Services
Limited (IBSL) for Rs 4,800cr. Although unlisted, IBSL was the only firm to win broadband
spectrum in all 22 zones in India in the 4G auction that took place earlier that year. Later
continuing as RIL's telecom subsidiary, Infotel Broadband Services Limited was renamed as
Reliance Jio Infocomm Limited (RJIL) in January 2013
Beta Launch
The 4G services were launched internally to Jio's partners, its staff and their families on 27
December 2015. Bollywood actor Shah Rukh Khan, who is also the brand ambassador of Jio,
kick started the launch event which took place in Reliance Corporate Park in Navi Mumbai,
along with celebrities like musician A R Rahman, actors Ranbir Kapoor and Javed Jaffrey, and
filmmaker Rajkumar Hirani. The closed event was witnessed by more than 35000 RIL
employees some of whom were virtually connected from around 1000 locations including Dallas
in the US
Products and Services
Reliance Jio 4G Broadband

11. 5
The company has a network of more than 250,000 km of fiber optic cables in the country, over
which it will be partnering with local cable operators to get broader connectivity for its
broadband services.With its multi-service operator (MSO) licence, Jio will also serve as a TV
channel distributor and will offer television-on-demand on its network.
Pan-India Spectrum
Jio owns spectrum in 800 MHz and 1,800 MHz bands in 10 and 6 circles, respectively, of the
total 22 circles in the country, and also owns pan-India licensed 2,300 MHz spectrum. The
spectrum is valid till 2035. Ahead of its digital services launch, Mukesh Ambani-led Reliance Jio
entered into a spectrum sharing deal with younger brother Anil Ambani-backed Reliance
Communications. The sharing deal is for 800 MHz band across seven circles other than the 10
circles for which Jio already owns.
LYF Smartphones
In June 2015, Jio tied up with domestic handset maker Intex to supply 4G handsets enabled with
voice over LTE (VoLTE) feature. Through this, it plans to offer 4G voice calling besides rolling
out high-speed Internet services using a fiber network, in addition to the 4G wireless
network However, in October 2015, Jio announced that it would be launching its own mobile
handset brand named LYF.
On 25 January 2016, the company launched its LYF smartphone series starting with Water 1,
through its chain of electronic retail outlets, Reliance Retail. Three more handset models have
been released so far, namely Water 2,Earth 1, and Flame 1.
Jionet WiFi
Prior to its pan-India launch of 4G data and telephony services, Jio has started providing free Wi-
Fi hotspot services in cities throughout India including Surat, Ahmedabad in Gujarat,
and Visakhapatnam in Andhra Pradesh, Indore, Jabalpur,Dewas and Ujjain,in Madhya Pradesh,
select locations of Mumbai in Maharashtra, Kolkata in West Bengal, Lucknow in Uttar Pradesh,
Bhubaneswar in Odisha, Mussoorie in Uttarakhand, Collectorate's Office in Meerut, and at MG
Road in Vijayawada among others.
In March 2016, Jio started providing free Wi-Fi internet to spectators at six cricket stadiums
hosting the 2016 ICC World Twenty20 matches. Jionet was made available in Wankhede
Stadium (Mumbai), Punjab Cricket Association IS Bindra Stadium (Mohali), Himachal Pradesh
Cricket Association Stadium (Dharamshala), Chinnaswamy Stadium (Bengaluru),Feroz Shah
Kotla (Delhi), and Eden Gardens (Kolkata) in India.
Jio apps

12. 6
In May 2016 , Jio launched a bundle of multimedia apps on Google Play as part of its upcoming
4G services. While the apps are available to download for everyone, a user will require a Jio SIM
card to use them. Additionally, most of the apps are in beta phase.
The features of the different portals provided by Jio are listed below:
1. Jio Play
 HD channels
 Pause & Resume Live TV
 7 days catch-up for all channels
 Consistent across Mobile, tablet, TV
 Multilingual EPG ( Electronic Program Guide)
 Competitors include TataSky, TV Everywhere, Ditto TV, TataSky HD+
2. Jio On-Demand
 Attractive content
 From 1960s to present
 Up to 9 regional languages
 Long & short form - movies, TV shows, trailers, music videos
 Kid’s content with parental controls
 Best Quality: HD Video (1080p) with 5.1 surround sound
 Exclusive content for Jio users, e.g. reality, chat, sport (on roadmap)
 Competitors include Netflix, Amazon Prime, Box TV
3. Jio Beats
 Unmatched content from 20+ languages
 My Zone (personalized space)
 Tap Settings (Tap to Play or Queue)
 Advanced recommendations
 Offline Downloads
 Competitors include Gaana, Saavn, Hungama
4.JioMags
 Digital magazine store
 Huge collection of magazines with regional content
 High quality PDF rendering with personalized annotations & interactive content
 Content synchronization across devices & platforms
 Fuzzy search on Magazine and Magazine metadata
 Notification for new issues
 Competitors include Magzter, Zinio, Readr
5.Jio News
 PDF View
 Pinch Zoom/Horizontal scroll

13. 7
 Filtering by date/edition/language
 Dictionary/Web Integration
 Interactive content
 Local download of paper
 Predictive search
 Cloud synchronization
 Competitors include Press Reader, Newshunt, Readwhere
6.Jio Drive
 101 GB free storage space
 Discounted on-net bandwidth charges
 Contacts & buddy sync
 Messages/call logs backup & restore
 Auto backup from desktop client
 iCloud like start-up experience
 Some of the competitors include Google Drive, Dropbox, Microsoft OneDrive
Acquisition of Network 18:
Network18 Media & Investments Limited is an Indian mass media company which is owned
and operated by Reliance Industries. Headquartered in Noida, India. It has interests in television,
print, internet, film, mobile content and allied businesses. Network 18 FinCap is the holding
company for several media entities in India such as Television Eighteen India Ltd
(TV18), HomeShop18, CNN-IBN, First Post, IBN 18 Broadcast Ltd, Web 18, Studio 18, Shop
18, Info media 18, and Viacom 18.
 TV18 is a listed company which runs business news channels CNBC-TV18 in English
and CNBC Awaaz in Hindi and owns most of Web 18.
 Network 18 holds 57% in IBN 18 Broadcast Ltd, headed by RajdeepSardesai which runs
general news channels CNN-IBN in English, IBN-7 in Hindi and IBN- Lokmat in Marathi in
JV with Marathi newspaper Lokmat.
Web18 is an unlisted umbrella company for all Network 18 web properties such as
moneycontrol.com, IBNLive.com, josh18.com, cricketnext.com, commoditiescontrol.com,
tech2.com, poweryourtrade.com, easymf.com, compareindia.com, First Post (India) and
upcoming women's and automotive portals. The company also owns stakes in Jobstreet
(India), Yatra.com and BookMyShow.com.
 Studio 18 is a newly formed division of Network 18 for film production and financing.
 HomeShop18 launched the Home-shopping television network.

14. 8
 Web chutney, a digital marketing agency.
 The company also owns Viacom 18, which has channel like Colors TV, MTV India, Nick
India and VH1 India.
 Network18 publishes Forbes India, the nation's first local edition of a foreign news magazine
title and one of the world's most influential business brands, in collaboration with Forbes
Media.
The acquisition of Network 18 will differentiate Reliance’s 4G business by providing a unique
amalgamation at the intersection of telecom, web and digital commerce via a suite of premier
digital properties. Embark on a committed journey by spending a hefty 4000Cr.Diversified into
media, entertainment, print, web, home-shop, film production
MTV India is the Indian version of MTV, a channel specializing in music, reality, and youth
culture programming. It was launched in 1996 and is now part of the Viacom 18 Media Pvt. Ltd
based in Mumbai, a 50/50 joint venture operation between Viacom Inc. and Network TV
18."MTV India" is one of the oldest Music Television Networks in Asia. Music has always been
distinctively recognized and acknowledged with respect to India, thus MTV India has been very
successful in India. In fact, MTV India happens to be one of the most-popular music channels
across the Indian subcontinent, having viewership shares in India and also countries like
Bangladesh and Sri Lanka.
MTV India creates shows across genres of music (Coke Studio, MTV Unplugged), Reality
Television (MTV Roadies, Splitsvilla) and youth-based sitcoms (MTV Reality Stars). MTV
India has its office in Vile Parle in Mumbai.
Nickelodeon is an American basic cable and satellite television networkthat is owned by
the Viacom Media Networks division of Viacom.
Most of its programming is aimed at children and adolescents ages 8–16, while its weekday
morning edutainment programs are targeted at younger children ages 2–8. The channel's
programs consist of original first-run television series, along with occasional broadcasts of
theatrically-released and original made-for-cable movies and select other third-party
programming.
Nickelodeon India is a television channel devoted to children in India. Nick India broadcasts
many popular Nickelodeon programs, most notably SpongeBob SquarePants and Ninja Hattori-
kun. In addition, there are educational shows for toddlers, like Dora The Explorer, that are
featured on Nick India's pre-school block, Nick Jr.

15. 9
5. Literature Review
5.1 Integrated marketing communication
There are four main types of communication
1. Sales promotion refers to short term use of incentives or other promotional activities that
stimulate the customer to buy the product. Sales promotion techniques are very useful because
they bring:
(a) Short and immediate effect on sale.
(b) Stock clearance is possible with sales promotion.
(c) Sales promotion techniques induce customers as well as distribution channels.
(d) Sales promotion techniques help to win over the competitor.
2. Advertisement can be defined as the “paid form of non-personal presentation and promotion
of idea, goods or services by an identified sponsor”.
It is an impersonal presentation where a standard or common message regarding the merits, price
and availability of product or service is given by the producer or marketer. The advertisement
builds pull effect as advertising tries to pull the product by directly appealing to customer to buy
it.
3. Personal selling means selling personally. This involves face to face interaction between
seller and buyer for the purpose of sale.
The personal selling does not mean getting the prospects to desire what seller wants but the
concept of personal selling is also based on customer satisfaction.
4. Public Relations: Apart from four major elements of marketing mix, another important tool
of marketing is maintaining Public Relations. In simple words, a public relations means
maintaining public relations with public. By maintaining public relations, companies create
goodwill.
Public relations evaluate public attitudes; identify the policies and procedures of an organisation
with the public interest to earn public understanding and acceptance.
Public does not mean only customers, but it includes shareholders, suppliers, intermediaries,
customers etc. The firm’s success and achievement depends upon the support of these parties for
example, firm needs active support of middle men to survive in market, it must have good
relations with existing shareholders who provide capital. The consumers’ group is the most

16. 10
important part of public as success of business depends upon the support and demand of
customers only.
IMC is Integration of this with a common hook
The Common Hook can be a:
 Slogan
 Idea
 Jingle
 Color
 Image
E.g. The Hutch Brand – ‘Wherever You Go Our Network Follows
The Hutch network was personified as the dog and the Hutch brand automatically drew the
brand personality of being adorable, cute. The dog was named Hutch dog and became very
popular in India. The dog became the brand ambassador and a great brand asset to Hutch. Hutch
leveraged this popularity of the dog and used the dog in its websites and in all its
communications.
Then every form of communication would have hook attached with it.
 Jingle on radio :U and I in the beautiful world
 Print
 Advertisment on Tv:

17. 11
Main medium is mostly A/V Medium that is TV or Digital.
Advantages
 Multiplies the Impact in shortest time
 360° impact
Disadvantages:
 It is expensive
 It is Important to co-ordinate all

18. 12
6. Project 1:Content Creation
For first few weeks I was in one of the content team. We had to come up with ideas for video to
be shoot .The work involved to dig out interesting content ideas and insights as per the genre
assigned to us.It also involved creative research based thinking to dig out interesting concepts
and planning.
After the idea was selected then we had to sometimes do script writing. Then we had to do with
production designing and planning of shoots.
6.1 The steps were
1. Conceptualisation
2. Scripting
3. Casting
4. Execution and shoot-coordination
5.Post-production
6. Launch and promotion
1. Conceptualization: The process involved scanning the web and identifying the trend and
genre. Then we would brainstorm in our respective teams and come up with ideas .
2. Scripting : After the idea was shortlisted then script writing was done .It was either done
by us or the script writer of the company.The script had to be shown to director and get it
finalized .
3. Casting : Casting had to be done with co-ordination of the intern who was assigned
casting duty. We had a list of actors ,we would call them and describe the script and try to
convince them for acting in our video. Few interns where also casted sometimes to act in
our videos.
4. Execution and shoot-coordination: The location for shooting of different scenes,
arrangement of costumes and looking to that all properties are in place is pre-requisite, which
was done by us . Shoot co-ordination, lightning and short division is done with the DOP.
Then principal photography in which the movie is filmed, with actors on set and cameras
rolling.
5. Post –production: After all the scenes are short then it would be given to editing team and
editing would be told by us and the director. After the whole video is ready it would be
shown to whole interns team and Aditya sir and there for taking their comments .In

19. 13
accordance to their comments if we feel that the video came out good then we would give it
for launching to the social media team.
6. Launch and promotion: Social media team would have a collection of videos made by
different interns. They would launch the videos once a week mostly wed in noon between 1-
4pm because it was found out by a survey that it is the best time to post video on facebook .
After it is launched then for promotion as far as possible us ,the pool of 50-60 interns would
like share and comment .
Some of the videos in which I have worked:
1. Only girl in the group: It is a fun video which shows the various funny, emotional and
joyful scenes which happens when you are the only girl in the group of 3-4 boy best friends .
2. Breast cancer awareness video: The script was written by a Sumedha Dogra the script
writer of our company .The video was a quirky video .In

20. 14
Project 2: Brand Index
The American Marketing Association defines a brand as “a name, term, sign, symbol, or design,
or a combination of them, intended to identify the goods or service of one seller or group of
sellers and to differentiate them from those of competitors”.
What is Brand Index?
A rating index of brands and the power they yield over the masses. This score is based on how
popular they are over digital media and how much they engage customers in good branding .
Business of Ideas also creates content for Reliance Jio, for creation of videos, and to choose
which celebrity should cast in the video, they used an Index namely “Digital Celebrity Index”,
which showed the digital presence of any celebrity. Taking inspiration from this Index, we
created an algorithm under “Brand Index” to understand the digital presence of any brand. This
information would help us for future tie-ups with any brands.
What is the objective of Brand Index?
 Evaluate the performance of brands digitally
 Understand how the brand’s digital presence can be enhanced
 Develop digital strategy for boosting the brand’s digital presence
Parameters of Brand Index
The Brand Index is calculated on the basis on nine parameters. The nine parameters are:
Parameters:
1. Engagement
Engaging consumers is such a personal and customized activity for modern marketing
organizations that summing up Engagement Marketing into a single definition can be a tricky
undertaking. However, Engagement Marketing can be described as a way of interacting with
consumers in order to increase exposure and loyalty to your brand. Brands who effectively
practice Engagement Marketing interact with their customers across multiple digital and offline
channels – really anywhere that these consumers spend time. It is calculated by taking an
aggregate of likes, comments and shares on different social media platforms.

21. 15
FC : Facebook Comment
FS : Facebook Share
FL : Facebook Like
TC : Twitter Comment
TR : Twitter Retweet
TL : Twitter Like
IC : Instagram Comment
IL : Instagram Like
Number in Brackets is Weights assigned
E : Engagement Score

22. 16
The algorithm for Engagement is :
E=0.5*(∑FC(0.2)+FS(0.3)+FL(0.1)+FT(0.4))+0.4*(∑TC(0.2)+TR(0.3)+TL(0.1)+TT(0.4))+0.
1*(∑IC(0.3)+IL(0.2)+IT(0.5))
2. No. of followers
The more the number of followers on social media, the more popular the brand is digitally. For
our algorithm we considered the Facebook, Instagram, Twitter and Number of Application
download of the different apps of the brand.
The algorithm for No. of followers is :
NOF=(∑ F(0.3)+ T(0.2) + I(0.1) + AD(0.4))
Facebook (0.3)
Instagram (0.1)Twitter (0.2)
Apps Downloaded (0.4)

23. 17
3. Content
Digital content includes all the videos that are specially created for digital viewership. Content
drives major views across social media sites like YouTube and Facebook. It’s the parameter
which shows the number of digital content views acquired by the brand.
The Algorithm for Content is:
C=0.6(Y)+0.4(F)
4. Google Searches
In today’s internet driven world, a brand’s popularity is also determined by how frequently is the
brand been searched online. This not only reflects the popularity of the brand but also people’s
inquisitiveness in the brand. Google searches are determined by use of AdWords.
The Algorithm for Google searches is:
O = ∑ Google Interest in the past 30 days
5. Website Ranking
Youtube Content (0.6)
Facebook Content (0.4)

24. 18
Website is one of the primary measures for a person’s digital activity. The website ranking
shows how effectively is the brand placed digitally. The global and the national ranks of the
brand’s website are determined by Alexa ranking.
6. PR ability
Good PR is the telling of a good story. The better the story, the better the acceptance by the
public and the better the influence. It is determined by the number of articles in which the brand
is featured in the past one month in the top 10 relevant viewed websites in the country. It is the
then compared the readership of those websites to understand the reach of the brand.
7. Celeb Association
Brands associating themselves with celebrities allow them to increase their brand name. Brands
automatically acquire the attention of the fan base of the celebrities.
The algorithm for celeb association is:
CA = 0.6 (A) + 0.3 (B) + 0.2 (O)
A- Lister (0.5)
Others (0.2)
B- Lister (0.3)

25. 19
8. Hashtags
Hashtags were created as a way to organize the massive amount of content working its way
through Twitter, they’ve since evolved into something much more. Hashtags have become a way
for people and brands to create conversations, to interact with friends and fans, and to promote
their products to massive amounts of new users. The number of times the hashtag for the brands
is used can give us the insight of the digital presence.
The Algorithm for hashtags is:
HT = 0.6 (T) + 0.4 (I)
9. Customer Complaints
Customers are more likely to spread negative experiences faster and more frequently through
word of mouth than they are to share positive experiences. A large number of customer
complaints leave a negative impact on the brand image.
Twitter (0.6)
Instagram (0.4)
Facebook (0.5)
Twitter (0.4) Website (0.1)

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The Algorithm for Customer complaints is:
CC = 0.5 (F) + 0.4 (T) + 0.1 (W)
The Brand Index Algorithm
E= Engagement
NOF= No. of followers
GS= Google Search
C= Content
PR= PR-Ability
W= Website& App ranking
CC= Customer complaints
HT= Hash tag
CA= Celebrity Association
How do we plan on using the Brand Index?
Brand Index = (0.25*E)+( 0.15*NOF)+( 0.15*GS)+( 0.1*C) +(0.1*PR)+(0.05*(1/W))
+(0.25*HT)+0.15*CA) -(0.2*CC)

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We plan to create a single roof structure where all the aspects of a brand’s digital strategy are
brought together.
 Through the Brand Index we can map a brands digital popularity.
 We can find need gaps in a Brands digital strategy.
 We can create customized content according to a brands current digital need
 By understanding the current Brand Index status we can strive forward to increase the
brands positioning on all social media platforms.
 We can ensure that the audience will be continuously engaged with the brand
 Keep in sync with the broader strategy in place.
 Brands would get a detailed analysis of their digital presence and would also help them
build up on their strengths
 Tailor made content created by our experts would help brands create a strong impression
in the digital space.
We took into account top 50 brands given by survey of millard brown survey 2015.
Our team which was working brand index brief had to collect secondary data from facebook
page ,twitter page ,instagram ,playstore ,google adwords ,youtube page of the brand and
alexa.com for top 10 brands and entry in excel sheet.
We also had to make power point presentation for the same.
The 50 brands which we considered were:
Serial No. Brand Category
1 HDFC Bank Bank
2 Airtel Telecom Provider
3 State Bank of India Bank
4 ICICI Bank Bank
5 Aisan Paints Paint
6 Bajaj Automobile
7 Hero Automobile
8 Axis Bank Bank
9 Kotak Bank
10 Maruti Suzuki Automobile
11 Idea Telecom Provider

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12 Castrol Lubricants
13 IndusInd Bank Bank
14 McDowell's Alcohol
15 Nestle Food and Dairy
16 Indian Oil Motor Fuel
17 Kingfisher Alcohol
18 Mahindra Rise Automobile
19 Active Wheel Home care
20 Britannia Food and Dairy
21 Tanishq Jewelry
22 Punjab National Bank Bank
23 Reliance Telecom Provider
24 Horlicks Food and Dairy
25 Dabur Personal Care
26 Colgate Personal Care
27 Surf Excel Home care
28 Brooke Bond Soft Drink
29 Sunfeast Food and Dairy
30 Maggi Food and Dairy
31 Lifebuoy Personal Care
32 Bank of India Bank
33 Fair & Lovely Personal Care
34 Lux Personal Care
35 Berger Paint
36 Canara Bank Bank
37 MRF Tires
38 Saffola Food and Dairy
39 IDBI Bank Bank
40 HDFC Life Insurance
41 Tata Motors Automobile
42 ICICI Prudential Insurance
43 Bagpiper Alcohol
44 Lakme Personal Care
45 Hindustan Petroleum Motor Fuel
46 Union Bank Bank
47 Kwality Wall's Food and Dairy
48 Rin Home care
49 Bharat Petroleum Motor Fuel
50 Royal Enfield Automobile

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7. Project 3 :Ad campaign for Tiger woods and hero motorcorp.
IMG reliance had given our team an assignment to come up with ideas for making ad campaign
video for hero motor corps and there brand ambassador tiger woods. We did brainstorming
within our team and came up with ideas. After coming with concept we had to research and
make presentation.
The Ideas:
 A inspirational video of paralympians and tiger woods celebrating there spirit.
We had make a presentation for presenting our ideas .I did secondary research and made a
list of paralympians who had qualified for the paralympics 2016 and put it in presentation.
 A simple video in which tigerwoods saluting spirit of undepriviledge children
As Tigerwoods has learning centre and hero also had CSR activities in the field to education
,we thought of making a simple video in which tigerwoods would meet up with children and
talk to them about how education is important in their live .

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8.Project 4: IMC for breast cancer Awarness
A campaign for promoting awareness about breast cancer, throughout the month of October,
which is the Breast Cancer Awareness Month. Many Bollywood as well as TV celebs would
come together for promoting the campaign .The campaign will start with fashion show ,in which
these celebs would walk on ramp with the breast cancer survivors.A Quirky Video featuring Dia
Mirza for increasing the awareness among women for the importance of self inspection.
Digital marketing Plan:
1.PRE LAUNCH ACTIVITIES:
 Pink Selfie
A buzz-creating campaign asking people to post a selfie wearing pink because the colour
symbolizes breast cancer awareness. There can be a special page created for the campaign
where the selfies would be posted.
 Dia Mirza visiting Cancer Patients Aid Association(CPAA)-Mumbai based NGO
Dia Mirza will visit the NGO and listen to their stories of how they were helping people fight
the disease. Media would capture the visit and a PR-able content can be created.
2. LAUNCH PHASE
A Fashion show with models walking on the ramp with Breast Cancer survivors, backdrop
being “I WON” and a pink ribbon
3.POST LAUNCH STRATEGIES
 Promotion With Hashtags -- #Feelyourself , #Gopink
As soon as the video is launched, it can be promoted with the Hashtag “#Feelyourself”
which talks about the self inspection to be done by the women for early detection of Breast
cancer and “#Gopink” which can go trending during October which is the Breast Cancer
awareness Month.
 Tie-up with Multiplexes (PVR, BIG, etc.)
A tie-up could be done with multiplexes to play the video before movies, like the way anti-
smoking videos are played
 Share Your Story
A Facebook page can be created where the breast cancer survivors can post their stories as to
how they fought cancer, their survival and recovery.

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 Facebook DP Change
A temporary Display Picture change program will be activated on Facebook. A pink ribbon,
showing your support for breast cancer awareness, can be used as a DP for a temporary
period of time.
This can be done in the month of October i.e. Breast Cancer Awareness Month.
 Interaction on Air
An exclusive interview with Dia Mirza about the video on radio stations like 92.7 BIG FM,
93.5 Red FM, 98.3 Radio Mirchi and so on.

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9. Key Learnings
 To create a video which can go viral and put it on Facebook taught me many things about
project management
 Definition of Project: Project is defined as unique set of activities to be completed in
given time and estimated cost to achieve an objective.
Each video was unique as each one of them had either different actor, different length of
video, different script and props.
 I learned that project has high level of uncertainty, because you do not know when the
director might say no, or the actor is not available suddenly, the weather condition is not
suitable.
 When you are in real life situation and working on live projects on a daily basis, you
can’t afford to get stuck at 1 project, every project should have a conclusion by the
deadline, every different project requires different ideas and different thinking and
shuffling between projects is at times difficult.
 An important issue which should be considered before starting any projects is the
background research about the project. It was observed that majority of the hurdles faced
while execution of a project could have been solved by prior research about the on-
ground reality.
 Taking client feedback at every step of the project is a good habit to avoid the project
going vary.
 Thus continuous feedback is a pre-emptive measure to complete a given project in time
and sticking to the client’s requirement. Also it helps in getting clarity on the project and
always be well versed while presenting concepts to a client. It may so happen that one
unanswered query might lead to a deal-breaker
 Winning the trust of colleagues as to meet deadlines and deliver credible products and
service.
 Working for the society through the help of media which could be decisive in the coming
times.
 I clearly Understood: “The best way to have a great idea is to have a lot of ideas”

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10.Bibliography
Books:
1. Marketing Management by Philip Kotler
Website
1. www.boideas.com
2. www.ril.com
3. http://www.socialsamosa.com/
4. http://telecomtalk.info/
5. www.jio.com
6. www.brandindex.com
7. http://www.yourarticlelibrary.com/marketing/4-most-important-elements-of-promotion-mix-8.
business-marketing/8796/
8. https://www.offerpop.com/definitions/engagement-marketing-definition/

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