Social Media Case Study: Carnival Media

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CASE STUDY
Carnival Media Event : Carnival Mauritius
SOCIAL MEDIA MARKETING

Ashish Gandhi
+91 9167696999 A wholly owned subsidiary of Raincheck Networks Pvt. Ltd.
contact@postboxcommunications.com postboxcommunications.com

About Carnival Mauritius
• Carnival Media Pvt Ltd paid a befitting tribute to the
legendary star on Friday 26 October 2012 at 8 pm at SVICC,
Pailles, on the occasion of Pravasi Bhartiya Divas- a day of
immense pride for every Mauritian of Indian origin.

Be it the occasional tilt of the head, the paused blink of the
eyes, piercing gaze, the customary dance steps or the close-
up of his enchanting smile – all went well with Rajesh
Khanna's irresistible persona and romantic image.

The musical evening brought life Rajesh Khanna’s charming
persona through the nostalgic numbers of his films, whilst
original song picturisations showcased shall bring the Super
Star to life amidst the audience.
Ashish Gandhi
+91 9167696999

Objective
• Brand- “Carnival Mauritius” was organized by Carnival
Media for all those who are fans of the Bollywood Superstar
- Rajesh Khanna…
• TG of the brand was 18 and older, across Mauritius. It was
no surprise that this TG was spending a more of time online.
• Positioning of the brand was based on remembering the
superstar and his memorable hits.
• The challenge was to extend the positioning of the brand on
online media and create buzz.
• Also look at social media to engage with the Youth TG.
Ashish Gandhi
+91 9167696999

BRAND Scenario

Background Objective Challenges

• Platform for all • Drives Entries of • Niche events , targeted
Bollywood Movies, Participants to mass
Entertainment • Driving Traffic to • Narrow target audience
website
• TG’s above 18 yrs.
• Registrations online
• Creation of Events to
invite and share with
Audience about Event

Ashish Gandhi
+91 9167696999

Execution STAGES

Creating Twitter Handle
Presence for the Event

Creating
Awareness Micro blogs SNS
(via )

Engaging Rajesh Khanna Bollywood Movie Highlights Of
Hits Event
Influencers

Ashish Gandhi
+91 9167696999

Few Breakthroughs

Ashish Gandhi
+91 9167696999

WOM – Targeting Group / Pages Online

Rajesh Bollywood
Khanna Actor’s
Fan Groups Page

One million
Mauritians Group
on Fb

Ashish Gandhi
+91 9167696999

Postings
• Jai Jai Shiv Shankar...

A fun song from movie Aap Ki
Kasam. Handsome Rajesh Khanna
and beautiful Mumtaz danced like
crazy after having bhang in this song.
With composer Pancham Da and
singer Kishore Kumar, it couldn’t
have gone wrong!!

Ashish Gandhi • BEST songs Of Rajesh Khanna
+91 9167696999

Event Postings

• Tickets are now available
at http://www.otayo.com/produit.php?Id=229

• Witness the magic of legendry Rajesh
Khanna in magical Voice of Sudesh
Bhosle and his team paying tribute to
the Superstar at the Grand event of
Carnival Mauritius!

Ashish Gandhi
+91 9167696999

Event Creation On Facebook

• An Event was created in month of
Sept to promote the Event in
Mauritius.

• All friends & followers were sent
invites.

Ashish Gandhi
+91 9167696999

Contest Executed Online

Participant in the Contest -
Best Of Rajesh Khanna Love being in the limelight???
So start interacting!!
Out of below few best snaps displayed “Answer few questions on the
from Rajesh Khanna movies vote for
your favorite one with a reason. Bollywood Superstar – Rajesh
Khanna &
If you think we have missed any best
shot or you cant see your favorite one Win 2 tickets to the Tribute to
of Rajesh Khanna, Upload it! Rajesh Khanna show Pravasi
Mentioning the name of movie to
which it belongs. Bhartiya Divas”
We have a surprise for you!! So stay tuned!!!
Ashish Gandhi
+91 9167696999

Online Facebook Contest – User Response

Bollywood Quiz – Best Of Rajesh Khanna –
( Rajesh Khanna Trivia )
Response – 1 Participant only
Response – 5 Participants | 3
Ashish Gandhi winners
+91 9167696999

Other Social Networks

Ashish Gandhi
+91 9167696999

Twitter
On Twitter we can use hash tags, Mentions like
#Mauritius , @SrBachchan @SaregamaIndia… along
with information related to event.

Using hash tag allows important info to be shared with
people Tweeting using the same hash tag .

Ashish Gandhi
+91 9167696999

Online Targeting via Twitter
Bollywood Stars / Others
Singers
1.Amitabh Bachachan 1.Le Mantinal ( lematinal )
2.Dimple kapadia 2.Mymauritiusnet
3.Akshaya Kumar 3.Mauritiusnow
4.Twinkle Khanna 4.Mauritian Club Mag
5.BollySpice.com
6.Dev Anand
7.Shammi Kapoor
8.Laxmikhant Pyarelal ( Music
Director )
9. Lata Mangeshkar
10. Kishore Kumar
11.Boxofficeindia
12.R.D.Buman

Ashish Gandhi And many young actor and actresses as
+91 9167696999
well.

Event Creation On iDates.mu
• An Event was created in month of Sept to promote the
Event in Mauritius on iDates.mu
• iDate.mu, basically has max. TG from Mauritius

• All friends & followers of Rajesh Khanna in Mauritius
were invited by sharing the event.

Link : http://idates.mu/event/pay-tribute-to-bollywood-
super-star--rajesh-khanna

Ashish Gandhi
+91 9167696999

Social Bookmarking

• Delicious is a place for people to discover and share
content from anywhere on the web.

• We used this for bookmarking Ticket Booking & share
any other news / update related to event.

Ashish Gandhi
+91 9167696999

THANK YOU

Ashish Gandhi
+91 9167696999

Social Media Case Study: Carnival Media

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