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Name: Type: Client: Portfolio: JUGAAD – The Way Out Full Service Ministry of Tourism & Culture Cadbury, Badshaah Masala, Indian Railways, VICCO, Bisleri
INTEGRATED MARKETING COMMUNICATIONS
Coordination & integration of marketing communication tools. Maximize the impact on consumers and other end users at a minimal cost. Process for managing customer relationships, driving brand value primarily through communication efforts.
Multiple Communication Forms
IMPORTANCE OF IMC
Several shifts in the advertising and media industry have caused IMC to develop into a primary strategy for marketers
Target Centric Media
Manufacture Dominated Market General Focus Advertising.
Retailer dominated, consumer controlled
Lower Agency Accountability
Greater Agency Accountability
WHAT IS BRAND INDIA?
The campaign used by India to attract businesses. Aim - To project India as an emerging destination for business in the fields of service sector, manufacturing, information technology, infrastructure, etc. It uses India both, as huge market for products and services as well as a lucrative destination for investment.
Cross border acquisitions. Leader in IT and knowledge-based industries. Fastest growing population of workers and consumers. Rapidly growing markets. Globally recognized quality of goods
ADVANTAGES OF A COUNTRY AS A BRAND
Brands generate trust, confidence and continued association. Emotive bond among people and nations. Once a nation is looked at as a brand, anything from that country is treated as a natural brand extension of that country.
TOP 5 PARAMETERS
Business Tourism Entertainment Sports Art & Culture
WHY PROMOTE ART AND CULTURE?
Rich & diverse Variety in different art forms Few practitioners Reviving the dying culture
To create awareness about art and culture primarily amongst Indians followed by global audience. Draw strategies and promote the campaign ‘Chalo Bharat’.
Understanding the Objective
5 W’S 1 H
PROMOTION OF INDIAN ART AND CULTURE.
Lack of awareness and appreciation of our own heritage, culture and art. To portray this sector as lucrative and open it to investment and continuity. Shift of focus towards western culture.
Primary TG: Secondary TG: Demographics
Age: All age groups Sex: Male & Female All SEC’s
People having inclination towards exploring our rich Indian culture. Art enthusiasts The masses as a whole.
A tour diary from August-December Chalo bharat campaign will be scheduled for 2 weeks per city.
Event duration: Preparation time: 1 week/city 1 week/city
The Tour Diary travels through 15 Places across India
By drawing and execution of strategies
Execution: through ATL and BTL activities
National press conference in Delhi 3 days before commencement of campaign Invitees: Zakir Hussain and Lata Mangeshkar Press conference in targeted cities 4 days before event begins
Long Distance Transport
Tour Diary Ambient advertising Airlines
The 15 places covered
Mumbai Bangalore Delhi Kolkatta Jaipur Chandigarh Amritsar Shimla Indore Guwahati Goa Chennai Kanyakumari Shillong Ahmedabad
Include in school Curriculum
Inaugurated by celebrity
Merchandise by Tantra/Sheepstop Sponsorships from Institutes
Patronizing art and culture shops Workshops with NGOs: CSR Sales of products from workshops Volunteering Internet promotion
IBEF(Indian Brand Equity Foundation) Social Media Tourism Websites
Entry fees: Rs 10/day Sales of products made in workshop Auction of the artwork
• • • • • • • • • Amul Tata Bisleri Times Foundation Camlin Idea ICICI Tantra Fabindia
Hum sabki hai ek choti si ibadat, Mann mein hai dher saara umaang; Thodi masti aur thodi shaarat, Phir samajh aaya ki hum sabki hai ek hi chaahat. Dhikha sake aapko Hindustan ki barkat, Yeh hai hamari ek choti si koshish. CHALO BHARAT!
Bhavya Agarwal, 4 Gautam Anand, 5 Karan Bhatia, 9 Kevin D’Mello, 12 Janani Balakrishnan, 17 Kritika Sirohi, 32
TYBMM (Advertising) Vivekanand Education Society’s College of Arts, Science and Commerce