VIVEKANAND EDUCATION SOCIETY COLLEGE OF ARTS, SCIENCE AND COMMERCE

IMC BRAND INDIA

A project in the subject of Agency Management
By Bhavya Agarwal, 4 Gautam Anand, 5 Kevin DMello, 12 Karan Bhatia, 9 Janani Balakrishnan, 17 Kritika Sirohi, 32 TYBMM (Advertising)

Table of Contents I. Agency Profile ..................................................................................................... 2 II. Integrated Marketing Communications ........................................................... 2 III. Importance Of Imc ............................................................................................. 2 IV. What Is Brand India? ......................................................................................... 3 V. Advantages Of A Country As A Brand ............................................................... 3 VI. Introduction ........................................................................................................ 4 VII. Objectives ........................................................................................................... 5 VIII. Top 5 Parameters .............................................................................................. 5 IX. Why Promote Art And Culture? ......................................................................... 5 X. 5 Ws 1 H ............................................................................................................ 8 XI. Strategies ......................................................................................................... 10 XII. Conclusion ........................................................................................................ 14 XIII. Bibliography ...................................................................................................... 15

Page | 1

IMC BRAND INDIA

I. AGENCY PROFILE Name: Jugaad The Way Out Type: Full Service Client: Ministry of Tourism & Culture Portfolio: Cadbury, Badshaah Masala, Indian Railways, Aids Awareness, VICCO, Bisleri II. INTEGRATED MARKETING COMMUNICATIONS Integrated Marketing Communications (IMC) is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost. This integration affects all firms business-to-business, marketing channel, customer-focused, and internally directed communications. It is a process for managing customer relationships that drive brand value primarily through communication efforts. III. IMPORTANCE OF IMC Several shifts in the advertising and media industry have caused IMC to develop into a primary strategy for marketers: 1. From media advertising to multiple forms of communication. 2. From mass media to more specialized (niche) media which are centered on specific target audiences 3. From a manufacturer-dominated market to a retailer-dominated, consumer-controlled market. 4. From general-focus advertising and marketing to data-based marketing. 5. From low agency accountability to greater agency accountability, particularly in advertising.

Page | 2

IV. WHAT IS BRAND INDIA? Brand India is a phrase used to describe the campaign India is using to attract businesses. The campaign aims to project the attractiveness of India as an emerging destination for business in the fields of service sector, manufacturing, information technology, infrastructure, and information technology enabled services, etc. The campaign uses both India as huge market for products and services as well as a lucrative destination for investment. The central government is spearheading the campaign with considerable cooperation from the domestic business body Confederation of Indian Industry (CII) and the more informal India Inc. abroad. The organization working on building Brand India - India Brand Equity Foundation (IBEF), is a public-private partnership between the Ministry of Commerce and Industry, Government of India, and the Confederation of Indian Industry. Its aim is: To effectively present the Indian business perspective and leverage business partnerships in a globalizing market-place. The IBEF website, ibef.org, is a resource centre for global investors, international policy-makers and world media seeking updated, accurate and comprehensive information on the Indian economy, states and sectors. IBEF regularly tracks government announcements in policy, foreign investment, macroeconomic indicators and business trends. Today, the triumph of Brand India is visible in almost all fields with some aggressive cross-border acquisitions India has been rewriting the global business equations; India has established its leadership in IT and knowledge-based industries globally; and along with the rapidly declining age profile, it has the fastest growing population of workers and consumers. With huge investments in infrastructure development on the anvil, India is today a preferred investment destination. It has one of the worlds most rapidly growing markets, and today, Indian products and services are recognized for their quality all over the world. V. ADVANTAGES OF A COUNTRY AS A BRAND Strong brands evoke an emotive bond among people and nations.
Page | 3

 This translates into huge benefits from greater goodwill to an upswing in tourism, from growing exports and increased investments. Brands are what people buy into in a big way. Brands generate trust, confidence and continued association. Nation brands encourage people to broaden their view of a country. Once a nation is looked at as a brand, anything from that country is treated as a natural brand extension of that country. Finally, nation brands can serve to be powerful sources of motivation. The greatest benefit that a government can give its export sector is to build a good country brand. VI. INTRODUCTION India has made great advancement in the sectors of Business, Entertainment, Sports, Fashion, and Tourism over the years. The resultant interest generated in these sectors, by national as well as foreign investors, has only helped it grow further. India has a rich and diverse offering in Art and Culture and has a very strong traditional base and heritage. But, due to the over - influence of western culture on Indians, this value is forgotten. For a nation to emerge as a notable powerhouse, it is necessary that it progresses in every way. With the realization of this, we, at Jugaad, put forth the idea of a nation-wide campaign, titled, Chalo Bharat, which will promote Indian Art, Sculptures, Dance forms, Theatre and Literature on a national and global level. The motive of this campaign is to create awareness among the masses and persuade the spread, adoption and assimilation of Indian culture throughout the world, and eventually direct investors towards a sector that has forever shown much potential.

Page | 4

VII. OBJECTIVES Create awareness about and showcase our own heritage, culture and art to the Indian & global audiences. To protect and promote Indian culture and keep its rich essence alive. Draw strategies and promote the campaign Chalo Bharat. VIII. 1. 2. 3. 4. 5. TOP 5 PARAMETERS Business Tourism Entertainment Sports Art & Culture

IX. WHY PROMOTE ART AND CULTURE? A collective of Indias past shows how rich and diverse the country is in generating recreational and entertainment value. While staying true to its indigenous roots, with the coming of invaders, traders, and other occupants from the world over, Indian art has come to incorporate a myriad and vivid set of art forms. While they continue to be practiced, very few enthusiasts exist to carry it further. Moreover, many art forms are dying due to neglect, and by being overshadowed by mainstream, commercial entertainment platforms. A glimpse of just a fraction of what India has to offer to the world in this field can help better understand why there lies a potential that the country can extract from it.

Page | 5

1. Dance What began as a means of entertainment for the kings and appeasement of the gods has now grown into a full-fledged school of learning.

Page | 6

i. Classical dances Bharatanatyam Kathak Kuchipudi Kathakali Manipuri Mohiniattam Odissi 2. Music Carnatic music: Vocal Instruments include: Violin Veena Flute Mridangam Ghatam Ganjira 3. Literature Bengali literature Hindi literature Marathi Literature Tamil Literature 4. Theatre Jatra Tamaasha Dashavatar Krishnattam Therukoothu

ii. Folk Dances Bhangra Dandiya & Garba Lavani Kummiattam

Hindustani music Vocal Insturments include: Sitar Santoor Tabla Sarod

Telugu literature Urdu literature English Literature Assamese literature Ram Leela Yakshagaana Bhand Pather

Page | 7

5. Painting India is well known for its rich culture and heritage and the richness of India is beautifully depicted through the medium of paintings. Rock/Cave paintings Mysore Painting Miniature Paintings Tanjore Paintings Mughal Paintings Glass Painting Rajasthani Paintings Marble Painting Madhubani Painting Rock Paintings Rajput Painting Folk Painting 6. Sculptures The first Indian Sculpture dates back to the Indus Valley civilization, where stone and bronze carvings have been discovered. Carving in India has done for centuries with using varied materials such as stone or rock, wood, bronze metal, bone, and marbles also. Temples throughout India dating back to the Vedic times. Ashokas Stupa X. 5 Ws 1 H a. What? Promotion of Indian Art and Culture. b. Why? To create awareness and showcase our own heritage, culture and art to the Indian & global audiences. To protect and promote Indian culture and keep its rich essence alive. To portray this sector as lucrative and open it to funding and continuity. Khajuraho Temples Ajanta Ellora Caves Monolith & Megalith Sculptures

Page | 8

c. Who? The intended target group is formed largely by the Indian audience and the secondary target group- global audience. Demographics o Indian and Global audience o Age: All age groups o Sex: Male & Female o All SECs Psychographics o People having inclination towards exploring our rich Indian culture. o Art enthusiasts o The masses as a whole. d. When? A tour diary from August-December Event will in all take 2 weeks per city. o Event duration: 1 week/city o Preparation time: 1 week/city e. Where? The Tour Diary travels through 15 Places across India f. How? By drawing strategies Executiion of strategies: through ATL and BTL activities ATL activities o Advertising i. Radio advertising ii. Television advertising iii. Print advertising iv. Internet advertising o PR A Press Conference can be organised 4 days before the campaign starts. This press conference will be held in Delhi which will be a national press conference.

Page | 9

 Special invitees in this press conference will be Zakir Hussain and Lata Mangeshkar. This will give free publicity and coverage in Newspapers and various Television News channels. A press conference will be held in every city 4 days before the event takes place in that particular city. This will give better and focused publicity and give serve as a reminder of the event. This can be an economical medium to promote our campaign. BTL activities o Direct marketing Catalouges will be given to the people coming in the event so that they will be aware of the activities throughout the week. Catalouge will include the whole detailed schedule of the event. o Advertising on long distance modes of transport like trucks and express trains o Ambient advertising o Airlines coming from outside India will play tour diaries for the passengers. o Tour diary o Promotional activities XI. STRATEGIES The places covered by the campaign are 1. Mumbai 2. Bangalore 3. Delhi 4. Kolkatta 5. Jaipur 6. Chandigarh 7. Amritsar 8. Shimla 9. Indore 10. Guwahati 11. Goa 12. Chennai 13. Kanyakumari 14. Shillong 15. Ahmedabad

Included in school Curriculum Plan is to shape the wet mud in way by which they always are inclined towards these unique arts. Such skills are better if imbibed since childhood. Therefore such forms will be included as extracurricular
Page | 10

activities and special classes will also be conducted for those who intend to grow in these fields. Generate employment Courses will be conducted after the event to train people in the various fields of art. Special art teachers will be hired who will teach the students and also pay private attention. Since the learned in these fields are rare they would also get better pay packages. Workshops in Art centres in cities: The special monuments and landmarks will be the resident place to hold these functions. Workshops will be conducted in art centres in every city to create awareness and give training to people in the various fields of art. This will not only encourage the interested people to join the wagon and grow its reach but will also help foreigners to identify easily. Celebrities attending the inauguration of workshops: Star attraction is something which can never be ignored. Having a well known celebrity as an attraction will add to the zing. We will have well known artist from different fields to conduct workshops and share their experience with people which can pull more crowds and add to the value of the workshops conducted. o Association with Times Of India o Radio partner: Radio Mirchi. Tie ups with Tantra/Sheepstop to launch a line of t-shirts: To enhance the brand image a line of T-shirts will be launched to allure the target group towards the campaign Chalo Bharat. Sponsorship from institutes The sponsor institutes will be given a special place to hold stalls and put up banners so that they can promote themselves well and in return we can generate more revenue. We can have tie ups with Art institutes like Natya Dance Theatre (NDT), Saundaryalahari School of Dance, and Kala Sadhanalaya.

Page | 11

 Tie ups with culture related shops: The association will be with culture related stores like Ethnicity and shops which can help to cater the audience in the right manner. This will give a traditional feel to the campaign and show the importance that the campaign is giving to our tradition. Tie ups with NGOs: For kids below the age of 10, workshops will be conducted for free. The association with an NGO will generate Corporate Social Responsibility (CSR) and will also help the NGOs to carry the talent further. Volunteers can help by spreading awareness: Big target will always have to have volunteers in large numbers. Thus, these volunteers will not have any age restriction. This is because each one can create awareness about the arts among their own masses which will indirectly help in the widespread of the tradition. People will be given a chance to join as volunteers to monitor the activities after the event. By doing this, people can get a chance to join the cause of passing on our art and culture to the future generations. Sales of products which are made in workshops: The products in the workshop will be sold to a particular price worth of it and few paintings will also be auctioned to increase the value. Revenue o Entry fees: Revenue will be generated by charging entry fees at Rs.10/day. The fees kept are minimal because it will not only generate more response but will also increase the number of visitors. o Sales of products: The products made in the workshop by people will be put on sale for people to buy. This can serve as a source of income. o Auction of the artwork: The artwork madeby people can be put on auction and income can be earned from this.

Page | 12

o Sponsorship Targeted sponsors Amul Tata Bisleri Times foundation Camlin Idea ICICI Tantra Fabindia

Internet promotion: India Brand Equity Foundation (IBEF) has a public-private partnership with the Indian Government and promotes the Indian business perspective globally. We can have IBEF promoting the Chalo Bharat campaign and the happenings in the event online. The IBEF website, ibef.org can be used as a resource to promote Indian art and culture to the global audience. They can keep updating their site on a regular basis. They can upload the art work done in the event and make it popular to the global audience. This can be used as an effiective tool to promote Indian art and culture at a global level. Social Media advertising: Ads can be placed on Facebook, Twitter and other social networking sites to promote the campaign. The ads can be updated daily and can create awareness and keep reminding people of the event. A form of Viral Marketing can be used where people writing blogs post include regular updates of the event and its happenings. Promotion on tourist sites: We can promote the event on tourist sites which will largely inform the Global audiences and also the Indian audiences about the campaign.

Page | 13

XII. CONCLUSION India is very rich in art and culture but it is our responsibility as successors of this tradition to keep it alive forever and spread it the entire world. Our tradition and culture is what makes India one of the strongest brands in the world. Its almost impossible for any other country to compete with us when it comes to art and culture because such an extensive diversity of cultures cannot be found in any country. Thus, through the campaign Chalo Bharat we can successfully spread and imbibe in people the existing famous art forms. The campaign can be very impactful to reinforce the dying art forms. We can make the best use of this campaign Chalo Bharat to preserve the rich tradition that has evolved in India and has been followed over ages. This campaign can be a stepping stone in reviving our own Indian Art and Culture and make India the most strong and powerful brand in the world. ***

Page | 14

XIII. BIBLIOGRAPHY The following references were used while working on this project.

Wikipedia: Integrated Marketing Communications

http://en.wikipedia.org/wiki/Integrated_marketing_communications

Indian Brand Equity Foundation

http://www.ibef.org

An Introduction to Integrated Marketing Communications

http://www.slideshare.net/ves_quan/chap01-an-introduction-to-integrated-marketingcommunications-presentation

Building Brand India

http://www.scribd.com/doc/39245419/Brand-India

SWOT Analysis of India

http://greathumancapital.wordpress.com/2007/01/31/swot-matrix-of-india-analysis-ofindian-social-economic-political-technological-conditions/

Page | 15