Anti-Marriage Campaign - Media plan


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A media and promotion campaign designed and developed by the PGDM students of T.A Pai Management Institute, Manipal under the course of Integrated Marketing Communication.

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Anti-Marriage Campaign - Media plan

  1. 1. Anti Marriage<br />Presented by : Group 8<br />Integrated Marketing Communication<br />PGDM 09-11<br />TAPMI , Manipal<br />
  2. 2. Product Description<br />
  3. 3. Extending awareness of Anti-Marriage campaign to the Indian urban youth<br />Demotivating single males and females from choosing marriage to institutionalize their relationship with a partner<br />Objectives<br />
  4. 4. Benefits<br />Sex with multiple partners with minimal legal liabilities <br />No hassles of giving dowry <br />Money saved from not spending on lavish weddings<br />Greater independence to live life the way one wants to (especially for women)<br />Lesser financial obligations and social obligations for both genders.<br />Suits the individual’s lifestyle – No compromises to be made on maintaining a good social life or making changes in one’s lifestyle to suit that of the other<br />No hassles in moving out of a relationship, like marriage<br />Freedom to make your career choices without worrying about a dependant (child/partner)<br />No familial obligations in terms of pleasing relatives of either of the partners<br />Freedom for Sexual Orientations<br />
  5. 5.
  6. 6. “Wedding rings:  the world's smallest handcuffs. ”<br />I think …. therefore I am unmarried<br />Descriptor Line<br />
  7. 7. Whom to<br /> Target ??<br />
  8. 8. A is 19 years old, she is doing her B.A. at Delhi University<br />She lives with her parents in a posh colony but wants to move out as soon as she can<br />She is fashion conscious & loves designer wear<br />She does not know how to cook <br />She loves going for parties<br />She has more male than female friends but no steady boyfriend<br />She wants to be a journalist<br />She is internet savvy & is always logged on to Facebook via her smartphone<br />The “Chick”<br />
  9. 9. B is a 21 year old engineering student from Mumbai<br />He stays in a hostel & travels to college by local train<br />He loves branded clothes<br />He loves to socialize, party and be the centre of attention<br />His watched reality TV shows like Roadies & Splitsvilla<br />He loves his iphone, fast cars & the latest gadgets<br />He has been in 4 relationships so far; none of them have lasted for more than 3 months<br />He spends over 2 hours on Facbookeverday<br />The “Dude”<br />
  10. 10. C is a 28 year old doctor from Pune<br />She lives with her parents<br />She travels abroad on work very often<br />She loves shopping<br />She has had 2 relationships in the past but is single at present<br />She likes cooking and house keeping but loves her career <br />She plans on studying further <br />She has just joint Facebook and does not spend much time on it<br />She loves Twitter <br />The Career Woman<br />
  11. 11. D is 27 years old<br />He works as an Assistant Manager in an IT firm in Bangalore<br />He is a very ambitious person<br />He wants to drive his own BMW within the next 5 years<br />He loves going to the gym, playing golf and watching Bollywood movies<br />He keeps in touch via his Blackberry<br />He has been in a live in relationship for the past 2 years <br />The Career Guy<br />
  12. 12. Who we are talking About ??<br />85% of Indian youth are hooked to one or more social networking sites. The Web 2.0 Generation Survey 2010<br />70%of the Indian youth spend more than 30 minutes every day on the internet. <br />The Web 2.0 Generation Survey 2010<br />Nearly50%<br />of India’s total population is under the age of 20and classified under the youth category creating a group of over 459 million … <br />
  13. 13. Some Number Crunching !!<br />390<br />million social networking users<br />321.3<br /> million users who are on the net for at least 30 minutes.<br />
  14. 14. The spend on mobile Internet by the young population in India will cross $9 bnby2012…<br />MobileYouth Report 2010<br />
  15. 15. So what do they do ONLINE ???<br />
  16. 16. Uploading <br />Chatting <br />Discussing<br />Debating<br />Buying <br />Blogging <br />Searching <br />Selling <br />Reading <br />Playing <br />Creating <br />Viewing <br />Networking<br />Listening <br />Tagging <br />Podcasting <br />Writing <br />Talking<br />Downloading <br />
  17. 17. Use of Social Networks<br /> Tata Consultancy Services,2010<br />
  18. 18. Where do they access from??<br /> Tata Consultancy Services,2010<br />
  19. 19. Brand Construct<br />
  20. 20. FREEDOM <br />One Word Equity<br />
  21. 21. Brand Personality – Aaker’s Dimensions<br />
  22. 22. <ul><li>Our brand is best represented by a lean and young man clad in Levi’s jeans and a casual shirt
  23. 23. He could be a student in the final years of his graduate studies or a fresh entrant to the corporate world
  24. 24. He is a ladies’ man and looks to socialize with women at parties
  25. 25. He either lives with room mate(s) or has a place of his own </li></ul>Brand Personality – Aaker’s Dimensions<br />
  26. 26. The Brief<br />
  27. 27. Marriage curbs Freedom<br />Single Minded Proposition<br />
  28. 28. Credibility of the youth-icons who will be used as the Brand ambassadors for the campaign.<br />Salman Khan, John Abraham and BipashaBasu<br />Use of statistical figures and facts to substantiate our claims.<br />Reason to Believe<br />
  29. 29. How To Communicate?<br />
  30. 30. Engagement Channels<br />TV<br />Events<br />Outdoor<br />Blogs<br />Email<br />Inform<br />Entertain<br />Convert<br />Assist<br />YOUTH<br />Connect<br />Social Media<br />SMS<br />Mobile Search<br />Banners<br />Original framework by Ben Cooper <br />
  31. 31. Word Of Mouth Works !!!<br />L 1<br />L 2<br />L 3<br />L 4<br />
  32. 32. Creative Strategy<br /><ul><li>Education Institutions
  33. 33. Sponsoring youth events
  34. 34. Popular Youth Bands tieup</li></ul>Talk to the YOUTH where they spend most time<br /><ul><li>Blogs
  35. 35. Website
  36. 36. Orkut/Facebook/</li></ul>Twitter<br /><ul><li>YouTube Virals
  37. 37. FAQ
  38. 38. Advertorials
  39. 39. Popular Youth</li></ul> Icons- talking to Media<br /><ul><li>Television
  40. 40. Outdoor
  41. 41. Emails
  42. 42. Sms</li></li></ul><li>Reach Out Strategy<br />Advocacy – Word of Mouth, Social Media, Blogs, Website, T-shirt campaigns <br />Importance/Benefits of Not Marrying – Blogs, Websites, PR, Online Communities, Email<br />Entertain-TVC, Street Play, SMS <br />
  43. 43. Print Ads<br />
  44. 44. WEBSITE<br />People joined: 546<br />Register/Sign in<br />f<br />t<br />Home<br />Your Views<br />Community<br />Share<br />About Us<br />Contests<br />I think, therefore I am unmarried<br />YOUR VIEWS<br />Share your views<br />COMMUNITY<br />Join the online community of Shaadi-Barbaadi<br />SHARE<br />Share videos, pictures promoting Shaadi is Barbaadi<br />ABOUT US<br />Learn about the campaign<br />Contest<br />Exciting Contests Everyday, coolest<br />SB party Venue<br />
  45. 45. Media Plan<br />
  46. 46. Target Segment – Youth (Mostly pursuing eduation)<br />Selection of cities- Parameters<br />Number of Education Centres<br />English Speaking Capabilities<br />Internet Reach<br />Youth Lifestyles <br />Cities Chosen – NCR, Mumbai, Bangalore, Pune<br />Main purpose of all media – driving traffic to Website<br />Plan<br />
  47. 47. Media To Be Used<br />
  48. 48. Media Schedule<br />