1. Phonethics
Media buying

2. Index
Client Product genre
Nissan Europe New Star of India Bollywood / Youth Centric
Jetking IT Training Courses Education
Nissan India Nissan Sunny Automobile
Goodwyn Tea FMCG
MET Management Courses Education

3. New Star of India
The brief:
Nissan wanted to reach out to the Youth of India, the Car buyers of
tomorrow. The main objective was to familiarize the youth of India
with brand Nissan. And hence we were all set to mash up Bollywood,
Cars & Facebook to create the ‘World’s First Bollywood Movie
Auditioned on Facebook’ Co-staring Ranbir Kapoor called
‘New Star of India’

4. New Star of India
The Strategy:
Since the campaign was targeted to the youth of India
To reach out the audience we narrowed down on the following variables.
Psychographics: Get-going adopter, Progressive, Flamboyant Flamingoes (loves to
Dance), value oriented.
Demographics: Of age 15 – 24, living in metros, tier-2 cities, access to digital medium
(PC and/or Mobile).

5. New Star of India
The Strategy:
Platforms used:
Times of India
Bollywood hungama
Daily motion
Facebook

6. Nsoi - Creative

7. New Star of India
Screenshots
Facebook

8. New Star of India
Screenshots
Bollywood Pre-rolls : HP
Daily video Hungamahead Banner
TOI : Expandable banners Spotlight
Motion : Mast

9. New Star of India
Outcome
Reached more than 40 Mn people online
Impression used : over 300 Mn, CTR of 0.3%
40 Mn
People
Over 5.5 lac fans on Facebook fan page reached
Over 1.5 Lac views on Youtube.
Became the biggest fan page with highest interaction rate.
Campaign got shortlisted @Cannes2012

10. Jetking
BRIEF Infotrain
ltd
JETKING
Jetking wanted a campaign with high ROI from Apr’12 to Jul’12
when maximum admissions in the education sector takes place.
One of the challenges was high decibel online marketing by its
competitors
The objective was to market courses & get interested students
to fill up the enquiry form.

11. Jetking
STRATEGY Infotrain
ltd
JETKING
Purchase Funnel - User Experience - Alumini - Reinstate 'Kuch ban kar niklo‘
Highlight testimonials from Jetking Alumini who have made a mark
in the society.
Target students who are preferably at the Preference stage or
Purchase stage for High ROI.

12. Jetking
EXECUTION Infotrain
ltd
PlatformsUsed:
JETKING
Google search
A Seperate Landing page was created specially for the SEM campaign
having following components
1) Prominent banners of Jetking Alumini with their Designation & Salary
Package and one liners from them saying how Jetking made this possible
for them.
2) Minimalist fields in the enquiry form
3) UX: Clutter free Course information, Drop downs in forms, pop
ups, etc
Contd…

13. Jetking
EXECUTION Infotrain
ltd
5) Careful Choice of keywords - Technical, With Purchase Intent.
JETKING
6) Geographically Targeted: Jetking although has a national presence,
the campaign was targetted only to cities where Jetking
branches/franchises existed.
7) Ad Copy:- The Text Ads only contained two Things:- Localised Content
& Clear Call to Action.

14. JETKING
The
Screenshots
JETKING

15. JETKING
The
Screenshots
JETKING

16. Jetking
OUTCOME Infotrain
ltd
JETKING
10%
Coversion
Rate
Over 10% conversion rate.
CPA reduced from Rs. 280 in 2011 to Rs. 210 in 2012.
More than 21,000 Leads collected.

17. BRIEF Goodwyn
Tea
Goodwyn tea
Goodwyn a Kolkata based tea manufacturing start
up wanted to spread awareness about the brand &
collect orders online for their range of direct to
home tea.
USP: Goodwyn Tea is freshly packed and shipped
across to the consumer straight from the factory.

18. STRATEG Goodwyn
Tea
Goodwyn tea
Y
As a start up the budgets were constrained so we
decided to use only performance based platforms.
Google Search
Facebook ads
Google Display network
We also revamped their website to attain a certain
brand elevation & implemented a 3 step purchase
process on their website.

19. CREATIVE Goodwyn
Tea
Goodwyn tea
S

20. OUTCOME Goodwyn
Tea
Goodwyn tea
0.3%
CTR
Website traffic Jumped by 200 %
Over 1000 monthly subscriptions/bookings

21. The Brief:
Nissan Sunny Launch
– MET Mumbai, one of the top 10 management colleges in
Maharashtra wanted to reach out to their audience via the
MET
digital medium & inform them about the Post graduation
courses available.
– Generate interest and drive registrations

22. The Strategy Sunny Launch
Nissan
– Hyper geo targeting for age group between 20 – 24 within
– Interest – Marketing, Brand Building, Finance and more
MET
– City - Mumbai, Pune, Navi Mumbai, Thane
– Platforms used:
• Youtube
• Orkut
• Facebook

23. The Creative Sunny Launch
Nissan
MET

24. Screenshots
Nissan Sunny Launch
MET

25. Screenshots
Nissan Sunny Launch
MET

26. Screenshots
Nissan Sunny Launch
MET

27. The Outcome Sunny Launch
Nissan
– Campaign served more than 60 Mn impressions
– Campaign Avg CPC less than Rs. 13
MET
– Over 2500 registrations from in two months
Over 2.5K
registrations
in 2 months

28. The Brief:
NISSAN SUNNY
Nissan Sunny Launch
Nissan Sunny to be launched in India. One of the top three
models ever sold world wide.
Highlight the trust that millions of customers across the world
have put in the brand NISSAN SUNNY.
Create a distinct voice in a cluttered segment
The TG:
Aged 24 to 40, living in metros, tier 2 & 3cities.
Either the family already has a car, or is looking to own one

29. The Strategy Sunny Launch
NISSAN SUNNY
Nissan
Leave Foot prints on as many web properties where the TG
Dwells.
Websites from the following genres were used:
News, Lifestyle, Finance, E-commerce, Ticketing, Travel, Gateway portals, Video, Search.

30. The Creative The Creative
NISSAN SUNNY

31. Screenshots
NISSAN SUNNY
TOI : Homepage Interstitial

32. Screenshots
NISSAN SUNNY
TOI : Homepage Interstitial
Rediff : Interactive banner
IBNlive : Homepage Take over

33. Screenshots
NISSAN SUNNY
Rediff : Interactive banner

34. Screenshots
NISSAN SUNNY
IBNlive : Homepage Take over

35. Screenshots
NISSAN SUNNY
In.com : Homepage Take over

36. Screenshots
NISSAN SUNNY
In.com : Homepage Take over

37. Screenshots
NISSAN SUNNY
Firstpost : Homepage Take over

38. Screenshots
NISSAN SUNNY
Zigwheels : Homepage Take over

39. Outcome
NISSAN SUNNY
Nissan Sunny Ranked No. 1 on Search Trends for 1 Whole Week
Over 120 Mn impressions booked
More than 7,000 test drive leads collected in a month.
Conversion of more than 2.5%
0.7%
ctr

40. Thanks!

41. De code the brief
Note limitations of Creative
Identify platforms with the right audience
Cross Check traffic & Audience insights using radian 6, google ad
planner, etc
Checklist the best platforms interms of audience
Shortlist platfroms based on previous performance
Allocate Budgets to platforms
Connect with platforms & get pricing
Devise an Optimised Media Plan
Approval by client
Go Live