VASAN EYE CARE

Print, Digital, Social and Mobile

Promotional Plan
AND ITS ALL ABOUT
AND ITS ALL ABOUT
his perfect drive
his angry look
And not to forgot that
taken-for-granted
SUNSET
SO, THE IDEA

Eye health care : is about gifting the universe it about

kaleidoscope of colors and experiences. Experiences that are
simple and mundane and we take them for granted. But
they mean a lot to those who cannot immerse themselves 100
percent because of bad eyesight

ITS time sons and daughters step up and connect with the
problem and gift this universe to their
parents/grandparents.

We want link their daily activities with what their near and
dears are missing out on.

DIGITAL IS DOMAIN WHERE INFLUENCERS RESIDE. ( NOT THE USERS)

WHAT WE FEEL
Opportunity to create an Integrated and
Innovative Digital Brand Platform for one of
the Most Iconic eye care brand

Expanding presence Build and leverage its Larger shift from a

and increasingly equity across shopping mall to an
engaging audiences and the experience
fragmented multiple connection
audiences points
 ITS TIME TO
Extend Vasan Eyes core thought on Digital
Domain.
Lets.
enhance amplify position
Brand perception Our print and ATL Vasan as a brand
by talking to Campaign which resonates
Vasans digital digitally by with the youth
audiences involving and is in synch
(influencers)in consumers across with their needs
language that platforms and and aspirations.
echoes with screensget
them and in the them involved in
medium they our messaging
own and love
HOW WE CHANGE
THIS?
With a 360 Degree communication
Lets converge
print | digital | social | mobile |
media plan
SEEING THE UNIVERSE
THROUGH VASAN
As part of 360 degree communication we will do a print innovation
by asking our users to flip across the different layers of jacket making
the image blurred. On flipping of multiple layers user will be able to
move from the blurred visual to a clear and crisp view.

We will extend the print campaign by making interactive micro site

across the digital platform that will let users share with us and their
friends special experiences or moments which they cherish or want to
relive in.
PRINT
Blurry Newspaper
A blurry jacket in HT where all
text is slightly blurred as if
viewed by a person with poor
eye-sight

Clear vision only through

Vasans eye care signified by
the spectacles

Strip ad below asking the

reader to:
Help your grandfather enjoy his daily
newspaper with Vasan Eye Care
Butter paper innovation HT City
A butter paper will be stuck on
HT City bottom half and
through it some beautiful
photos will be visible in a half
page ad.

The photos will include a childs

face, holi colors, a hill station
view etc. sights that are
worth seeing.
Enable your parents to see
lifes colors with Vasan Eye
Care
The sights & experiences
that make life
worthwhile
Is your mother seeing
her grandchild in these
dull overtones?
Fathers/Mothers Day Greetings
Customized Branded Greetings Page in HT
Teaser Campaign 1 Wk before the event- inviting
greetings from readers
FP Greetings Page on Event Day
Teaser Campaign: Build Up
Event Day

200-250 cc ad for Brand

Content to be managed by HT

High visibility of the Greeting Page

DIGITAL
Web-site

We will be making an interactive micro site which will act as

a image repository for Vasan digital audience and
influencers where they will upload images of their loved
ones sharing experiences or memories they cherish.

Heavy imagery content will be used in a web-site to give it

rich and classy look.

The site will deliver content excellence, using storytelling,

starting conversations and earning a disproportionate
share around the Vasan emotional communication tone.
Web-site Content

Brand Campaign

Vasan Eye Expert

Promotional Contest

Digital Banners
Brand Campaign

The main web-site landing page will be in synced

with the print campaign in an interactive way.

User will experience the blur landing page and will

need to revolve the given spectacles across the
page to make it look clear.

Blur images getting clear with the help of Vasan

will showcase the brand credibility.
www.vasaneye.in

Home | Network | Appointment | Dealer Locator

Sample Design
Vasan Eye Expert

A chat section will be made for the Vasan

patients/influencers , where they will be
informed about tips and etiquette related to
vision loss.

Vasan patients/influencers will be invited to chat

with the expert to know more about the Vasan
Eye Care Process.
Vasan Eye Expert

Sample Design
Promotional Contest
Joy of Seeing Photo Contest

Capture, share and describe the moments that define

the joy of seeing that are worth cherishing and
sharing.

Photo with the maximum number of likes and share will

be gratified. Participant will also get the chance to
invite their friends to vote for him/her.

Even friends will also get the chance to participate.

Joy of Seeing Photo Contest

Sample Design
Banner adverts:
targeted communication
Banner adverts will be used to drive leads and break the campaign

We will have two types of messaging on banners each targeting

influencers having
Parents TA male/female (35+)
Grand parents TA Male/female(18-35)

We will publish banners as per interest & gender

For Father/Grand father we will
target sports, news, current affair sites ( guy messaging)

For mother /grandmothers we well target

music, movies and entertainment sites ( female centric)

The call to action will be the wap site or campaign landing page.
Which will have appointment a simple form.

The wap-banners will be used extensively

Banner Slides
Banner Slides
SOCIAL
Social

Social media refers to the means of interactions among

people in which they create, share, and exchange
information and ideas in virtual communities and
networks.

Social media differentiates from traditional/industrial

media in many aspects such as quality, reach,
frequency, usability, immediacy and permanence.

Social Media is highly used platform on internet medium

and its a best place to capture different set of people
at same place.
Properties are used tactically
Facebook is used as the key aggregator for all content and
activities

Twitter is primarily used for outreach and sparking debate

around breaking news

YouTube is the primary channel for all the video content

Other channels are used sporadically and tactically based on

campaign objective

Though traditional delivery model build reach, social media

adds on to engagement and compliments the media
channel or publication
Eye Donation Pledge
A facebook application will be made in reference to
the eye donation.

Users will be requested to take a pledge to join

their hands towards the social cause
Donate Eyes

Vasan eye donation logo will appear at the profile

image of the fan.

This will help in giving viral reach.

Eye Donation Pledge

Vasan Badge
Sample Design
Eye Donation Application

An interactive facebook application.

Where we will ask fans to support the cause eye

donation.

A pixilated eye pair, will be shown in the

application and more the number of fans support
the cause the eye pair will start getting clear.
Eye Donation Application

Sample Design
MOBILE
Wap-site

A Wap-site will be created for Vasan. Which will

act as an information point for the customer.

Innovative and interactive tone of

communication will be used to link the
emotional connect with the customer.

Wap-site will have customer centric information

and applications. Which will help and evolve
the customer with the brand.
Book an Appointment

A mobile application will be made where user will

be allowed to book an appointment with the
doctor.

This application will have certain fields like

Time of appointment, place of appointment and
symptoms.
MEDIA PLAN
Who are we Talking to?
Total active Internet Audience (18+)
70 Million
Total active Facebook Audience (18+)
55 Million

18+ Audience interested in

Business, News, Sports, Lifestyle
etc

18+ Facebook Audience

interested in Business, News,
Sports, Lifestyle etc

18+ Audience interested in

Health, Fitness and Lifestyle.

Core TG
(Facebo 18+ Facebook Audience
ok):
interested in Health, Fitness and
13.5
Million Lifestyle.
Going Forward Key Strategy
Interested Audience
Key Internet Tool

Social Media Marketing

Provide value rather than hard
selling, improve loyalty and
stickiness

Reach Sites Create desire

through innovative advertising
Core Audience
Key Internet Tool

Social Media Advertising

Capture Audience from the
core TG and convert them to
valuable fans.

Mobile Reach out to people

Core TG on the Go!
(Facebo
ok): Search Ads Reaching out to
13.5 audience when they are
Million searching for most relevant
stuff.

Affinity niche sites

presence through banners etc.
 Media Plan
Unit
Unit rate Gross
Websites Placements Type of Ad Unit Size Duration Impressions Clicks CTR
Buy (INR) Cost (INR)
(Gross)

Rediff Inmail Banner 160x600 1 Month CPM 50,00,000 5,000 0.10% 30 1,50,000
300x250,72
TOI ROS Banner 8x90 1 Month CPM 12,50,000 2,250 0.18% 100 1,25,000
300x250,72
HT ROS Banner 8x90 1 Month CPM 15,00,000 2,250 0.15% 120 1,80,000
300x250,72
Cricbuzz ROS Banner 8x90 1 Month CPM 12,50,000 2,500 0.20% 100 1,25,000
ROC - Health,
Women, Lifestyle, 300x250,72
Tribal Fitness, News & 8x90,
Fusion Sports Banner 160x600 1 Month CPC 50,00,000 20,000 0.20% 13 2,60,000
Keyword 300x250,72
Search/Contextual 8x90,
Google Targeting Banner 160x600 1 Month CPC 1,13,63,636 25,000 0.22% 15 3,75,000
News,Business and Android/iO
Mobile Health S 320*50 1 Month CPC 66,66,667 20,000 0.30% 7 1,40,000
370,30,303 77,000 0.21% 13,55,000
Adserving
38,000
Charges
Service Tax
2,07,947
(INR)
Total Payable
16,00,94
Amount
7
(INR)

Facebo
ok Like
Ads

Unit rate Gross
Unit Est Est
Websites Placements Type of Ad Unit Size Duration Est Clicks Fans (INR) Cost
Buy Impressions CTR
(Gross) (INR)
 Return on Investment

32 Million times our ad 8-9 Million unique 60 K unique audience will

will be shown on internet. audience will see our ad click on our ad.
at least 3-4 times.

30 40 K unique users will visit and surf our 1 Lakh Fans on Facebook Page
website
THANK YOU

Vinish Kathuria
Email: vinish.kathuria@hindustantimes.com
Contact: 9717392381