Fabric RFID Wristbands in Ireland for Events and Festivals
Tyt 2012- WAN IFRA
1. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
TOTAL YOUTH THINK
ASIA PACIFIC YOUNG READER SUMMIT 2012
Presentation By –
Sheetal Arora
BDM, i next, Jagran Prakashan Ltd., India.
2. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
Reach
12 Cities
4 States
1 Language
We cover 9 out of all 26 tier II cities of India.
Dehradun
Meerut
Bareilly
Lucknow
Gorakhpur
Agra
Patna
Kanpur
Varanasi
Allahabad
Ranchi
Jamshedpur
3. What is i next
COMPACT IN SIZE
URBANE
FUN Bilingual
FormalSerious
City centric
Lifestyle
Living in metros Living in mini metros
ASPIRINGYoung at heart
THE
POSITIONING
All Adults (Above 18)
Non conformist
Political
THE
TARGET
THE
PRODUCT
ASIA-PACIFIC YOUNG
READER SUMMIT 2012
Rebellion Non conformistJOIE DE
For everybody
Urbane
Updated and
aspire in life
VIVRE
4. What is i next
COMPACT IN SIZE
URBANE
FUN Bilingual
FormalSerious
City centric
Lifestyle
Living in metros Living in mini metros
ASPIRINGYoung at heart
THE
POSITIONING
All Adults (Above 18)
Non conformist
Political
THE
TARGET
THE
PRODUCT
ASIA-PACIFIC YOUNG
READER SUMMIT 2012
Rebellion Non conformistJOIE DE
For everybody
Urbane
Updated and
aspire in life
VIVRE
5. What is i next
COMPACT IN SIZE
URBANE
FUN Bilingual
FormalSerious
City centric
Lifestyle
Living in metros Living in mini metros
ASPIRINGYoung at heart
THE
POSITIONING
All Adults (Above 18)
Non conformist
Political
THE
TARGET
THE
PRODUCT
ASIA-PACIFIC YOUNG
READER SUMMIT 2012
Rebellion Non conformistJOIE DE
For everybody
Urbane
Updated and
aspire in life
VIVRE
6. What is i next
COMPACT IN SIZE
URBANE
FUN Bilingual
FormalSerious
City centric
Lifestyle
Living in metros Living in mini metros
ASPIRINGYoung at heart
THE
POSITIONING
All Adults (Above 18)
Non conformist
Political
THE
TARGET
THE
PRODUCT
ASIA-PACIFIC YOUNG
READER SUMMIT 2012
Rebellion Non conformistJOIE DE
For everybody
Urbane
Updated and
aspire in life
VIVRE
7. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
Focused & Targeted
68% youthful readership (16-39 yrs)
*All data from IRS 2011 Q4 (TR)
29% women readers
8. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
YOUTHFUL NEWSPAPER PURPOSE OF BEING
• We are what our readers are.
• We stand for their aspiration, dreams and desire.
• We lead them and also follow them.
• We devised a model for the alignment for the
attitude and beliefs of our brand, we call it TYT.
12. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
SOME FACTS ABOUT READERS
•
•
•
•
They don’t notice the ‘technology’ around them.
They have more tools to help them through adolescence.
Kids are the new opinion leaders of technology in the family.
Media has become social currency - if it isn’t worth sharing on, is
it worth anything at all?
• Parents are pro-technology for safety and success reasons – but
are being circumvented
• Kids can access everything (music, friends, info, entertainment).
SOURCE: MTV Circuits of Cool (8 Country Qualitative)
13. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
COMMONALITY
Four characteristics of young readers across globe –
UNPREDICTABLE
EVASIVE
NON
CONFIRMIST
COOL
15. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
Young
Information
Hungry
Responsible
Energetic
•Fun
•Non-conformism
•Freedom
•Energy
Fun Loving
Interactive
16. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
TYT AND SHAPING THE IDENITITY
• i next follows the youth-o-sphere to shape its brand
identity and content strategy.
• Shaping the everyday product keeping the youth in the
center of all things.
• i next talks to them as a friend not a preacher.
28. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
WHAT DID WE DO & WHY?
We were about to launch our website
and wanted to further engage the readers, who
already were in love with the newspaper.
29. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
WE PONDERED OVER A FEW
QUESTIONS
1.
2.
3.
Why do we need to launch a website?
Who would we target?
How will we make sure that the target audience
follows the brand extension of the newspaper?
30. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
WHY DOES A YOUTH NEWSPAPER
NEED A WEBSITE?
70% of those who
access internet from
their mobiles are in
the age group of 1835 yrs
72% of internet
usage driven by
youth
Source: Pitch Madison Advertising Outlook 2011
In 2010, ad
revenues in
internet touched
6.8 Billion INR
Digital is the
fastest growing
media in the
country
31. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
THE CHALLENGE?
• To engage the ever changing youth to the new website.
• With an explosion of content availability online, it was
imperative to:
– have a clutter-breaking launch communication
– address specific need gaps in the content domain
– be engaging and relevant
mantra:
ENGAGE them OR PERISH !
32. ONE CAN ONLY GUESS WHAT
YOUTH WANT ??
UNTIL YOU FIND THAT ONE
COMMON FACTOR
33. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
THE IDEA
• One such factor happens to be MUSIC.
• Folk music could bring the masses together
in the region, this would appeal to the
youth.
• This was combined with the idea of UGC
(User Generated Content) and given a shape
of an 100% online contest.
35. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
CELEBRITY ENDORSEMENT
One of the most
popular Bollywood star
commented about
Iktara as in his recent
movie a folk song
became heartthrob of
the youth of nation.
Celebrity was also
endorsed for this
activity.
37. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
ONLINE PROMOTION
• Was done across major youth centric websites related to gaming,
music , bollywood.
• Promotion was also done on popular websites such as yahoo & sify
having major traffic.
38. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
Promotion in National Market
Print Ad in Media Fraternity Magazines
DM among the Advertisers
39. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
Varanasi Auditions
LIVE RECORDINGS
Contestants at the recording studios of leading FM Stations
1162 Registrations
55,000 Votes polled in 8 weeks
39,680 Facebook likes
300,000 Monthly Page Views
Above
110,000 Unique visitors per month
44. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
UNDERSTANDING THE SITUATION
‘School bags and their weights in India’
– Surprisingly the size and weight of a typical school
bag is very heavy in India.
– If one observes a school going kid, the first obvious
thing is the bending knees because of the weight on
the back.
45. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
UNDERSTANDING THE SITUATION
– no one had raised any resistance for this in recent times.
– The reason, we thought were –
• The parents do not notice how heavy the bag has become.
• The kids couldn’t resist because every other kid has the same
weight.
• The school teachers and staff had no choice as there are too many
books / materials to be carried to the school.
• More over there was no awareness of any law or regulation that
prevents such an event.
46. THE NEED GAP
• Lack of awareness
• Lack of empathy
• Hence no action
‘We had to work on these
three things in order to
bring in any change’
48. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
IDENTIFYING THE ROOT CAUSE
Translation: ‘The commission on each book and copy was decided'
49. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
THE EVENT FLOW
• We started to investigate the situation, by testing
the waters.
– We went on the field and measured the weight of
school bags that the kids were carrying.
– We took a sample weights of more than 1500 kids
and their school bags across 12 cities & 4 states.
50. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
Kids were weighed with bags and
without bags across schools
We spoke to District Magistrates of certain
cities for their reaction of this initiative'
51. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
“ITNA BHARI MERA BASTA KAR DI MERI HAALAT KHASTA”
Meaning: ‘My bag is so heavy that it made me enervated’
55. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
SHOCKING FINDINGS
• Some of the kids were carrying bags that weighed as high as
35% of their weight.
• This was against the act passed by central government called
“Children’s school bags act 2006” which says that the bag
must not weigh more than 10% of the child’s weight carrying
the bag.
• Kids as young as 5 years olds were carrying heavy schools
bags while the act says – No kid less than 5 years should carry
a school bag to the school.
56. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
DISCUSSION FORUMS
• We then carried the
reports in the
newspaper and ran
the campaign for
participation.
• Also a round table
open discussion forum
was organized for a
resolution of the
situation.
57. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
WHAT WE ACHIEVED
• We brought the three stakeholders Parents, Government and School
on the same platform and reached a solution.
• Schools decided to lessen the number of books carried daily by kids.
• This gave a choice to school going kids to carry only the required
books.
• Kids now have less physical stress and hence more focus on academics
and extra curricular activities.
59. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
TYT ON ADVERTISERS
• Readers are accepting innovative advertising
because it makes sense to them.
• Innovation hungry - Information hungry
• Tech Savvy
• Our efforts are to make the advertising engaging,
exciting and innovative just like our readers.
61. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
TYT INTERNAL
Vision:
• We want to become an integral part of the lives of youthful
people. A friend, who leads and follows as per the emotional
and rational needs of the reader.
Mission:
• A media, for the youthful, by the youthful and of the youthful
62. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
TYT INTERNAL
•
Team: highly energized and creative team, an unconventional lot of
individual efforts making things work for us!
•
HR practices: We only hire those who believe in us, those who are non
conformist, go-getter and full of aspirations. For all of us sky is the limit.
63. THE DECISION
• World’s Largest democracy
• An election
• Minimum participation from
youth
• We decided to change that
• And how!
67. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
FACTS
• 72 % of India's population is below the age of 40.
• 47% of Indians are under the age of 20 and 10% of the world
population is an Indian under 25.
• That means out of every 10 individuals in the world, there is
1 Indian below the age of 25.
• Indian youth represents a huge populace, a critical mass.
• This year The Election Commission added 14 million new
voters in the state of Uttar Pradesh, compared to 2009
general elections.
68. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
FACTS
• The legislative assembly elections in India’s most
populous state of Uttar Pradesh, also the world's
largest sub-national democracy, were held over
seven phases from 8 February through till 3
March, 2012.
• In 14 million (12.3% of total base) new voters
there was a large percentage of youth who were
voting for the first time (First Time Voters).
70. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
FROM I ‘LIKE’ TO I ‘DON’T CARE’
• There was a shift from participatory to dissociative culture in
youth when it came to politics and civic sense of casting the
vote.
• Youth were becoming more cynical than ever before about
the government and policies
• The ‘non-conformist’ spirit of the youth was moving towards
‘indifferent’
71. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
‘
’
Youth was not excited and was indifferent to
politics and cynical to electoral process, they
never wanted to vote.
72. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
NEED GAP
• Youth not participating in electoral process is harmful for
democracy. They must exercise their fundamental right to
cast a vote.
• The need gap is – to bridge the gap between expectation
from the youth that they must participate in democratic
processes like elections and reality that they might be
indifferent to it and don’t caste their vote.
73. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
THE PROJECT SUMMARY
• THE IDEA: POWER OF YOUTH
– Two tier strategy
• Engage the youth in the process of policy making
• Encourage the youth to cast their vote
• THE METHOD APPLIED
– Survey – On youth agenda and understanding of politics
– Content - Make them understand the importance of an agenda for
any political party
– Brand – i vote campaign
• MARKETING AND PROMOTIONS
– i vote – the voting encouragement campaign on National Voter’s Day
– 25th Jan 2012
74. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
POWER OF YOUTH
• POY was designed to work on two levels 1. ENGAGING THE YOUTH IN THE PROCESS OF
POLICY MAKING.
2. ENOCOURAGE THE YOUTH TO CAST THEIR
VOTE.
75. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
ENGAGE THE YOUTH IN THE PROCESS OF
POLICY MAKING BY CONTENT
• This was achieved by an content drive which was a survey
administered among the readers.
• The core objective of the survey was to map the youth
mindset with regards to the Assembly Elections.
• i next conducted the exclusive survey among youth, in the 18
to 25 age bracket, across 8 prime cities of the state, based on
a specially prepared questionnaire.
76. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
ENGAGE THE YOUTH BY CONTENT
•
The findings and insights of survey completely contradicted the common
belief that the youth was not interested in the electoral process, in fact
they just needed a platform to talk about it.
•
The ‘Power of Youth’ led to putting the temperament of the youth in its
right perspective before our readers and setting of the youth agenda
with the facts that were brought to light.
80. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
AN AGENDA WAS TO BE
MANIFESTED
What according
to you should be
the agenda of
politics for this
years elections?
•Corruption
•Inflation
•Unemployment
•Cant say
81. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
THE YOUTH PERSPECTIVE
WAS BROUGHT TO LIGHT
Figures
showing what
do the youth of
different cities
focus on?
82. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
THE FINDINGS
The youth was ready to bring in the much required change.
They knew what they were doing and were looking forward to
a young leader.
They were ready to campaign and get actively involved in the
process.
Corruption is what they rated as the biggest concern, quite like
their senior counterparts.
83. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
WAY FORWARD
•
We wanted that the first time voters should definitely cast their votes as millions of new
voters were added in the voters list this time.
•
This huge number can make a difference in the political scenario hence the youths should be
aware of these facts.
•
We decided to go out on the field and to make people aware of these facts, by distributing ivote badges in colleges, market places, shopping malls etc.
•
By distributing these badges we wanted to make them aware of their voting rights and we
made them took an oath that they would vote in upcoming elections.
•
In the first phase of the activity we touched around 5000 youths during this activity.
•
Can we change the habit of the youth was the real question
86. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
THE D-DAY:
THE YOUTH VERDICT
The nine districts in India’s most
populous state that went to polls on 11
February saw a 60% voter participation
and the first phase in 10 districts on 8
February recorded 64% turnout.
In the previous assembly elections in
2007 only 45.96% of the voters cast
Source: Vote for change: Young voters queue up at a polling
their ballots. The highest voter turnout
station in Gorakhpur during the second phase of elections.
Photo: Reuters
for state polls in the past three decades
http://www.livemint.com/2012/02/13002747/The-young-will-decide-the-fate.html
was 55.73% in 1996.
87. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
THE D-DAY:
THE YOUTH VERDICT
•The elected Chief Minister Mr. Akhilesh Singh Yadav took oath as
the youngest CM ever for the state.
•This was arguably the first time in recent history that the youth
vote had swung the fate of elections in UP or anywhere in India.
•This year the elections were a true reflection of youth spirit and
participation in the state and proved to be a benchmark for other
states in the country.
88. ASIA-PACIFIC YOUNG
READER SUMMIT 2012
‘
’
The youth turnout, particularly in 18-19 year age group, was widely
noticed and the increase in total numbers of voters, about 1.93 crore,
from last time is mostly attributed to that factor. Against the 4.47
crore voters polling in UP in 2007, this time it was 6.4 crore voters.
-S.Y. Quraishi, Former, Chief Election Commissioner of India
Alok sir have to talk on each point. If I put slides it will be a big case study. Lets just show the results after this slide.
We will have to talk about clutter in ads, and how an average human being is bombarded with advertising daily.
Please increase one or two slides if the ads are not coming on a single slide, do include Sonata torch innovation on a single page though…
Kindly check the mission and vision statement, they have been written by me, as per my understanding.
I am here to share a decision with you all wonderful people. We took a decision as a team to change a few things. I will describe the whole story in detail at the end of this presentation, (DISCUSS THE POINTERS ON THE SLIDE) before the whole thing starts let me set the grounds by introducing the purpose of my being here, the purpose of us talking in detail and purpose of any media…
The fonts change here onwards and it is on purpose….it’s a different story from the previous all slides hence changed font and styling
Let’s discuss these two phenomenon across globe – take a larger view…in next few slides talk about these two problems across globe…narrow down to india whenever necessary