1. In-Vi-Mercial
Innovative Viral Commercial

2. Viral baba
active छे creative छे

3. Brand (Entity) Name : Viral baba
Brand Statement : active छे creative छे
Brand Ideology : Surprisingly Innovative
Cost Effective

4. What is Viral baba
Introduction
The In-Vi-Mercial
The Differentiation
Brand Ideology
Brand Strategy

5. Introduction
Viral baba is an interactive vertical of
Sense and Cinema. Looking at today’s
social media graph and increasing demand
& consumption of end user centric
communication, Viral baba stands to
provide an alternative & highly cost
effective advertising solutions by
producing In-Vi-Mercials at a large.

6. The In-Vi-Mercial
Innovative Viral Commercial is a new
terminology which defies our nature of
work, the actual product we deliver.
This is not a typical Viral video. From the
very ideation to execution, we have
packaged it as a futuristic format, thus we
call it the In-Vi-Mercial.

7. The Very Difference
In-Vi-Mercials are designed & produced to
meet the Client’s futuristic requirements. They
are shot on the high end Digital or film cameras
(as required).
It begins from web, social media, 3G mobile as
a Viral, as soon as it catches the momentum it
is converted into the relative format to make
the same a national campaign on TV &
Cinemas.

8. Brand Ideology (i)
Surprisingly Innovative
Companies spend considerable resources to
ensure that people recognize their brands.
But the real payoff is achieved when people
connect with a brand at a level that transcends
recognition and enters their cultural
consciousness at an iconic level. And this is
what ‘Viral baba’ stands for. We exist to
explore ‘possibilities’ in brand communication
& innovate consistently.

9. Brand Ideology
Cost Effective
Let it be ‘word of mouth’ or ‘word of
mouse’ A viral medium rely on
networks of people to spread the Buzz.
And that is what Viral baba is all about,
creating a ‘big-buzz’ in a cost effective
manner.

10. Brand Strategy : Thumb Rules
Unconventional
We do not follow the very conventional advertising
methods in creative thinking. Innovation is a sheer
madness, We work not to appease some one & play with
risks but the end deliverance makes us client’s darling.
Functional & Consistent
When it comes to marketing we follow the tricks of the
trade to achieve that big-buzz & our mad-lab is truly
consistent to deliver the wow-content.

12. Meet The Innovation
Alternative Medium
Expertise
Approach
Viral Baba Gang
Services

13. Viral baba : Alternative Medium
We don’t adopt. We create independent
strategies. We understand the power of
new-edge medium & know how to
transform the technology in consumer’s
language. We present ourselves as an
highly effective & alternative advertising
medium provider.

14. Viral baba : Expertise
Being an advertising, drama & mass media
experts we have mastered the fine art of
consumer communication.
We understand the domestic market and
its cultural roots. That’s why The
conversations we generate are always in
the language of our target consumer and
often in the idiom of the sub-culture.

15. Viral baba : Approach
To seize Consumer’s attention we use Artistic
Gorilla approach, when and where they least
expect it and holding them captive until
they’ve absorbed the message.
Freshness of Idea, appropriateness of medium
and the Captivating nature of contents are
Viral baba’s mantra to involve the consumer
and generate quick ROI and a larger ‘mind
equity’.

16. Viral baba : Gang
Viral baba has a highly skilled & well equipped
gang of mass communication performers &
specialized segments such as:
Viral Mustandey
Viral Babes
Viral Amma
Viral Taoo
Viral Bhabhi
Viral Bachcha
Viral Aunty & so on.

17. Viral baba : Services Offered
In-Vi-Mercial - the viral agent / seeding / tracking / innovative lab
Activation - on ground activation / interactive brand shows / live commercials
lunch break theatre / product launch
Events - cultural events / corporate events / theme parties / road shows
Branded Entertainment – in film & post film branding / film & TV campaign
strategy / film & TV content bank / artist management
Activity Club - Ps Pt club for school, college, corporate, NGOs, jail inmates, police
dramaducation workshops / skill workshops for corporate / theme
picnic tour / school contact programs
Media & AV - ad film / corporate film / docudrama / news capsules / packaged
news / entertainment news fillers

19. Global & Domestic Trend

22. Global Trend
Mature Internet & on ground interactive
markets like U.S and UK are relying more
on Video ads and Social interactive kind
of advertising models where ROI is more
robust and leads are far more qualified.

23. Domestic Trend
 Social media & on ground activation has the
power to transform a campaign into a religion.
 30 million online consumers in Indian are
members of social networking sites; 20 million of
these spend time on social networking sites daily.
 Over 100 million Indians are online and spend
an average of 16 hours per week on the
internet.” YouTube today has more than 20
million unique users per month even in a market
like India”.

25. Global & Domestic

26. Ad Spends : Shifting Trends
 The biggest spenders for on line & interactive in
India include the small, mid size & the biggest
industries in the country; namely, Banking,
Financial Services and Insurance (BFSI), FMCG,
and the retail industry. Other industries include
education, telecommunication, travel and the
auto industries.
Biggest brands in the country, from Nokia to the
cola giants to HUL, are spending big bucks to
acquire the on ground & on line interactive
medium.

27. Global Spend by Category

28. On Line Spending

29. Domestic Growth : Online
text and display ad growth at
Rs 993 crores in the financial
year 2010-2011 from Rs 785
crores in the financial year
2009-2010.
Online Display advertising
grew at about 28%.
while online text ad
registered 26% growth.

31. Strategy +
Who is Taker
Targeted Categories
ROI
Deliverance

32. Price Tag Strategy
An up front price tag strategy seems a
winning formula to capture the targeted
business.
No hidden agenda, No quotations and
5 lakh Rs is the flat rate to
negotiations.
produce & publicize 1 In-Vi-Mercial.

33. Why a Price Tag Strategy?
 We are offering a new futuristic
product ‘In-Vi-Mercial’ & not a just viral
video.
Our product got a direct comparison &
competition to TV commercials which
are taken as a high end & pricy products.
Thus an upfront Rs 5 lakh price tag
strategy seems a winner.

34. Who is the Taker ?
 Let it be any sector & any size, for In-Vi-
Mercials possibilities are immensely big.
 The organized players in domestic
market are already doing viral activities but
in an unorganized manner. [example attached]
 The big unorganized foreign advertisers
depends on Indian production houses for
their TV commercial needs. This segment
can be a bet for In-Vi-Mercial business.

35. In-Vi-Mercial :Targeted Categories
Rational Products: Television, Audio Systems,
Computer, Automobiles, Audio, Camera, Film, Insurance,
Credit Card, Computer Software, Washer/Dryer, Airlines,
Motor Oil, Toothpaste, Paper Towel, Headache Remedy etc.
Emotional Products: Underwear, Cosmetics,
Watch, Beer, Beverages, Cigarettes, Gum, Soap, Ice Cream,
Fast food, Coffee, Perfume, Shampoo, Restaurant, Snack,
Footwear, Sports Car, Entertainment etc.

36. From ideation to content
development & from innovation
to packaging Till Publicizing The
end product, A 5 Lakh Rs Tag
Can Be A Trend Setter!

37. The Deliverance
Pre Production :
 Ideation & Content Development
 Workshop with actors or real people
 Location hunt, bookings & permissions
 Crew hire & logistic management
 Theme music recording (as required)
 Costume, Jewelry, Properties
 Innovative Property (as required)
Production :
 Shooting / Editing/ Dubbing / Mixing / Color rendition /
CG & effects / Background score / Master cuts
Publicity :
Seeding / Tracking / Incentive Based Promotion / campaign
on YouTube/ face book / Blogs etc.

39. Lets Deliver Now

40. Got the brief & we are ready with a
todu In-Vi-Mercial. We upload it on
YouTube & so on..will it work?
The answer is a big-no.
Get Prepared

41. Remember
20 to 50 thousands + videos are being
uploaded on YouTube daily & so on.
Each video has a shelf life of 48 hours
before its moved from DMV to WMV list.
80 million videos are watched each day on
YouTube, & they come from clicking the
“Videos” tab at the top.

42. TMV Space : Preparations
Prepare Viral baba’s relevant, large &
active network.
Target CEOs & Heads of the org. watch
them, write, interact & get noticed.
Let it be face book, imp blogs, my space,
YouTube, Forums, e-mailers, friends,
whatever, be every where & be active.

44. Viral Baba Centric Campaign
For
Targeted Clients

45. Viral Baba Campaign : What & Why
 Since Viral Baba is a new entity & In-Vi-Mercial
is a futuristic product, it is a rational idea to hit a
targeted client based viral campaign.
 The cleverly thought & designed campaign will
not only boost the in house morale & sprit but
will definitely grab the client’s eye ball & will set
an example to get the business on rolling.

46. Viral baba : Campaign & Mediums
Campaign - Teasers
Pre-Launch
Launch
Medium - SMS / Call
E-Mailers
Viral
On Ground
Trade Magazine & afaqs
Radio Tie up

47. References
The Advantage of Viral Marketing. /
http://www.researchandmarkets.com /
Indian Advertising Industry.
http://www.scribd.com/doc /
http://viralvideochart.unrulymedia.com /
www.webhostingart.com /
http://www.youtube.com/watch?v=5lqMV97ukJ8
http://www.youtube.com/watch?v=nEXvY8SgI6I /
http://www.youtube.com/watch?v=71P7n_3BlQo

48. Brief Profile of Raaja Jaffrey
[Project Leader, Creative Brain & Strategist]
Post Graduate in Dramatics, PG Diploma in Journalism. 10+ Years of
proven expertise as a ‘Creative Leader, Strategist’ in advertising,
entertainment & mass media. Have build several popular brands &
innovative entertainment formats. An ex investigative journalist &
columnist of renowned media houses. Screen writer, ad film director,
actor & acting coach of popular film & tv stars. [work profile & Bio data attached]

49. Thanks for your patience