1. Team – Inferno
Anita Gupta-13050143059 (MM)
Ipshita Banerjee-13050143067 (MM)
Shruthi Raj-13050143088 (MM)
Sumam Philip -130501430 92(MM)
Blitzkrieg
SET WET HAIR GEL

2. BACKGROUND STUDY OF PAST
CAMPAIGN
‘Buri nazar waale tera muh kaala… ‘Campaign (Oct, 2012)
• Agency : Taproot
• The campaign took the plot a step forward showing the effect on the partners of the swooning
women. The main concept of campaign is to show the jealousy in the usual men about the set wet
man who has girls drooling over him.
• Idea : The men-getting-jealous-of-SETWET-man
• The campaign was premiered on the digital medium (YouTube and Facebook) before moving to TV
• The cyber café was also used in campaign to create buzz in small towns
• Agency : Triton (April 2009)
• The concept was to campaign to show the appeal the SET WET man has on a woman.
• Idea : The girls-will-lust-for-man-using-brand-SETWET
TAGLINE : Very Very Sexy !!

3. BRIEF OF IDEA PROPOSED
Target audience : Male of age 18-35
Segmentation : Middle and upper
class in urban and semi urban areas
Duration of campaign: 6 months
Digital Media Strategy
1. Investment on posting and sharing ‘relevant content’ rather
than merely ‘following’ on twitter
2. Creation of moments which initiate conversations
3. Target ‘power influencers’ who can promote set wet in public
domain by re-tweeting technique
4. Focus on getting maximum engaged audience per post and
finding the ‘triggers’ that will convert potential customers into
buyers
5. Network building by following customers, suppliers, contact
Invest on Attractive contests, games, blogs etc so that
customer engagement can be achieved
Print Media Strategy
1. To use eye catching
advertisements to grab attention
2. To create awareness against myths
about hair gel usage
3. To use quirky content and
flamboyant design templates to
promote ‘sexy’ brand image of Set
Wet.
Radio Media Strategy
1. To create a connect with potential customers.
2. To create platform for sharing experiences with
the brand.
3. To garner interest in the brand.
OOH Media Strategy
1. Funky and innovative posters and banners on
highways, metros, bus stands, airports and
railway stations to increase visibility and reach
target audience.
2. Sponsoring events which have large youth
gathering.
Mobile Media Strategy
1. To inform customers about latest launch
of Set Wet Hair Gel products/stores,
schemes and discounts.
2. To create customer engagement with
brand through entertainment and games.
3. To identify people who might buy Set Wet
Hair Gel using GPS and apps.

4. IMPLEMENTATION,
FESEABILITY & IMPACT

5. Media Reason for use Impact Implementation creative
Social networking Sites
Twitter
Facebook
1. Nearly all smart phones allow
you to use the Twitter and
facebook app
2. Non-smartphones with
texting service (SMS) allow you
to use Twitter using text
messages.
3. Competitor brands have
strong twitter and facebook
following
4. As per IAMAI and IMRB the
social media users in urban
India is 66 million in June 2013
Live tweeting
5. Re-Distributing Content from
Blog and Set Wet Web Site and
link Sharing .
6. Brand Monitoring through
opinion driven tweets,
feedbacks
7. Streamline Electronic
communications like mobile
apps, mail,IM with twitter
8. Creating powerful trends
1. Create moments
of common
culture that create
conversation
2. Building
connect with new
networks and
strengthening
existing customer
base.
3. Engaging
audience in real
time
4. Making Strong
Brand Presence
1. Share Twitter
conversations on SET
WET website using
'Twitter widget' and
'embedded tweets'.
2. Add 'tweet button'
your blog/website to
facilitate content
sharing.
3. Create a timeline on
SET WET website of
photos of contest
winners with details and
experience of happy
customers posted on
twitter.
4. Link interesting videos
about SET WET to
twitter and facebook
5. Create unique
hashtags for creating
customer service and
support 6.
Facebook pages
dedicated to providing
information about new
product or store launch
and special discounts
1. online animated comic strip -
Answer consumer’s questions and
opinions using a cartoon character
2.'SET WET STYLE ICON' Campaign -
Create an app which lets consumer
design a hairstyle and share it online
and the winner will be rewarded
3. 'Sexy Me!' Campaign - The people
would be asked to post answer to -
'what's the sexiest thing about
you?' on twitter/facebook
2. 4. 'The SET WET MAN Hunt'
Campaign - The users have to
upload their photos at their best
and winner would be crowned the
'sexiest man of week' and his photo
will feature on the website.

6. Media Reason for use Impact Implementation
Online retail
sites
-ebay, yebhi,
snapdeal,
homeshop18,
pepperfry,
infibeans,
kooves,
indiatimes
shopping,
goodlife.com
1. To increase to convenience of
customer to buy product
2. As per the study 'E-tailing in India:
Unlocking the Potential' -E-tailing
contributes 6% of the total e-
commerce & is estimated to be
around $0.6 billion industry in 2012
1. Customers
would have easy
access to
purchase set wet
To partner with popular online
shopping sites so that SET WET is
available on their sites for sale.
Radio
There are over 240 radio stations
beaming across 90 cities in India
• Radio stations generated a
revenue of Rs 8 bn in 2008 ;
expected to reach Rs18 bn by 2012
• Share of radio advertising was 3.3
per cent in 2008; expected to reach 4
per cent in 2012
• India has an estimated 180 million
radio sets, reaching over 99 per cent
of its one billion inhabitants
radio has potential to reach 98.5%
citizens
. There are approximately 104 million
homes that have radio-nearly double
the number of homes that have TV
As large
population of
teens and youth
stay tuned to
radio
the target
audience can be
reached
Launch a voice campaign where
people would be asked to say the
brand's tagline 'I am very very sexy' in
different expression. the most
popular voice would be featured in
the ad campaign.

7. Media Reason for use Impact Implementation
Mobile
The amount of people
accessing the Internet
through a mobile device is
rapidly growing worldwide.
87.1 million Mobile Internet
users in India in 2012; an
estimated 165 million in 2015
It can create
customer
engagement.
Reaches a large
customer segment
.Mobile apps-creating an
app where the hair styles
can be suggested to the
user if he uploads the
picture
.Video streaming of real
time events
Print Large reach.
Newspaper is still a habit in
Indianhousehold.
More Credible
Less Cost when
compared to TVC
Advertise in sports
Segment, sports magazine

8. Thank You