Media Planning and

Buying
TYBMM- Advertising
Introduction
 We have selected the SAB TV campaign- ‘Mera
Bharat Jawan’.

 The campaign was introduced in the first week of

April, 2007.

 The campaign was designed to reposition SAB TV

from a comedy channel to a youth channel.
Client Brief
 The channel is aimed at the `Progressive New India’

 We are catering to the 18- 35 age group i.e mass

youth

 The channel is aimed at everyone who’s young at

heart and who dream to stand out.

 Move away from comedy, which has been the

perception of SAB TV.
The Ad
Why it is not working
 No Product Clarity

 Misleading

 No Appeal to the Core Target Audience i.e 18- 35

 Offensive to the age group represented

 Doesn’t put across the idea that the channel is for

the ‘Young at Heart’.
Research
1. Have you heard of the Mera Bharat Jawan Ad
by SAB TV?

20
Yes
No
30
Research
Out of the 20,

 4 people understood what the product was all

about.
 11 identified it as an ad for a new serial.
 5 identified it as the ad with AK Hangal.
Our Storyboard
 It is a story of a small town called SAB Nagar. One
afternoon it suddenly begins to pour. There is an old
couple who pick up their umbrella and step out to
enjoy the rain whereas other couples their age look
at them in shock.
VO: Pyaar Ki Koi Umra Nahi
Our Storyboard
 The next sequence is of a man in the office. His
colleagues are busy working and finishing of
pending files, but he gets up and opens his window
and welcome the first rains with a smile.
VO: Masti Ki Koi Umra Nahi
Our Storyboard
 The next sequence is of a woman who is on the
terrace to remove the clothes that were drying
outside but instead finds herself dancing to the
tunes of the rain, while her neighbors stare at her in
shock from their windows.
VO: Jhoomne Ki Koi Umra Nahi
Our Storyboard
 The next sequence is of kids standing in the
assembly line with a finger on their lips. But two of
the kids run out of the line and go out to enjoy some
delicious ‘bhajiyas’ in the pleasant weather.
VO: Khushi Ki Koi Umra Nahi
Our Storyboard
 The last sequence is of all the characters coming
together. It is revealed that they are one family, who
together are watching SAB TV.
VO: SAB TV – Bas Dil Jawaan Ho Yaar

 The ad ends with a SAB TV logo with the tagline- Dil

Jawaan Ho Yaar
The Reasoning
 It has instances related to a small town, with simple
people who dare to stand out.

 The commercial caters to the core target group of 18-35

along with putting forth the’ young at heart’ idea which
comes forth with the older couple enjoying the rains

 The ad ends with the entire family sitting down and

watching SAB together which brings about clarity about
the service.
Budget
 The entire Media budget for the campaign was Rs. 1
crore.

 The budget dedicated to TVC’s was Rs. 25 lakh.

 The rest of the funds were allocated to outdoor

advertising namely hoardings.
The Original Media Plan
Channel Slot Time
In seconds / day
Sony
Prime time 8p.m-10.30 p.m 140 seconds

Non Prime Time 21 hrs 420 seconds

Set Max 12:00 p.m- 12:00 am 270 seconds

SAB 24 hours 2100 seconds

MTV 4:00 pm-11:00 pm 140 seconds

Aaj Tak 10:30 am – 11:00 pm 60 seconds

Cable in metro and Afternoon and Night 180 seconds per

satellite cities Movie slots channel
 Revised Media Plan
Sony Television Prime Time- Weekday

Time Show Position Duration

8.00 p.m Interval Break bumper 30 seconds
8 p.m-8.30 p.m Kajaal Last ad in the first break 10 second
8.30-9.00p.m Ek ladki Anjani Si Last ad in First Break 10 seconds
9.00 p.m Interval Break bumper 30 seconds

9.00-9.30 p.m Thodi khushi thode gham Last ad in First Break 10 seconds

9.30- 10.00p.m Jeete hain jiske liye Last ad in First Break 10 seconds
10.00 p.m interval Break bumper 30 seconds

10.00- 10.30 Durgesh Nandini Last ad in First Break 10 seconds

Revised Media Plan
Sony Television Prime Time- Weekend

Time Show Position Duration

8:00- 9:00 pm Boogie Woogie First and Last 2 x 10 seconds

Break

9:00- 10:00 pm Comedy Ka First and Last 2 x 10 seconds

Badshah Break

10:00 pm Interval Break Bumper 30 seconds

10:00-11:00 pm CID Last Break 10 seconds

Revised Media Plan
Sony television Non- Prime time

 21 hours of non prime time programming

 96 breaks of which 48 breaks are allocated to us, which in

terms of time is 15 minutes.

 This means we get to utilize every alternate break.

 A mix of well spread apart 30,20 and 10 second edits.

Revised Media Plan
SET Max Weekdays and Weekends

Time Show Duration Position

1:00 pm-5:00 Movie 6 x 10 As per available

pm ( 16 breaks) seconds
1 x 30
seconds
5:00- 7:00 pm Extraa 3 x 20 As per available
Innings seconds
1 x 30
seconds
7:00 pm – World Cup 10 x 5 As per available
2:00 am Broadcast seconders
And 2 x 10
seconders
 Revised Media Plan
SAB TV
Time Show Duration Position
2:00 am- Movie 8 x30 seconders The First Ad
6:00 am (16 Breaks) 4 x 20 seconders
4 x 10 seconders
6:00 am Interval 30x 1 seconders Break Bumper

6.00 am Spiritual 8 x30 seconders The First Ad

-8.00 am shows 4 x 20 seconders
(16 Breaks) 4 x 10 seconders

8. 00 am Interval 30x 4 seconders Break Bumpers

8.00-9.00 Tele 4 x 20 seconders The Last ad
a.m shopping
9.00 am Interval 30x 1 seconders Break Bumper
Revised Media Plan
SAB TV

Time Show Duration Position

9.00 am – 10.00 Music Darbar 4 x 20 The Last Ad
am seconders
10.00am - 2.00 Movie 8 x30 seconders The Last ad
p.m 4 x 20
seconders
4 x 10
seconders

2:00 pm Interval 30x 1 seconders Break Bumper

4.00- 5.00 p.m Left Right Left 2 x30 seconders The Last ad
(Repeat) 2 x 20
seconders
5:00 pm Interval 1 x 30 seconder Break Bumper
Revised Media Plan
SAB TV

5:00- 7:00 pm Extraa Innings 2 x 20 As per available

seconders
2x 30 seconders

7:00 pm – 2:00 World Cup 40 x 5 seconders As per available

am Broadcast 29x 10 seconders
Revised Media Plan

MTV – Weekdays

•Rate-Rs 2000 / 10 sec for Weekdays

•Run on day part media plan
•Time – 2.00 p.m –7.00 p.m
•Duration- 1 x 30 seconders
•3 x 20 seconders
•5 x 10 seconders
Revised Media Plan
MTV – Weekends

• Rate: Rs 4000/ 10 sec for Weekends

• Run on day part media plan
• Time – 2.00 p.m –7.00 p.m
• Duration :1 x 30 seconders
• 2 x 20 seconders
• 2 x 10 seconders
Revised Media Plan
Aaj Tak – Weekdays

Time Show Position Duration

10 : 30 am – Dhanno First ad in 2 x 10
11:00 am Bole Toh both Breaks seconders

8 : 30 – 9: 00 Aaj Tak First ad in both 1 x 20

pm Special breaks seconders

9:00- 10:00 Aaj Tak First ad in both 2 x 10

pm Primetime breaks seconders
Revised Media Plan
Local Cable Operators in Metros and Satellite Cities
as follows:

Mumbai Delhi
Chandigarh Agra
Pune Jaipur
Patna Bhopal
Merut Gwalior
Ahmedabad Gandhinagar
Shimla Udaipur
Jaisalmer Kanpur
Aligarh Surat
Lucknow Varanasi
Credits
 Shruti Choudhary

 Rahul Dagli

 Sneha Kewalram

 Prerna Rajasth

 Shubh Shivdasani