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Integrating marketing communication for fmcg brand

holistic campaign for FMCG

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Integrating marketing communication for fmcg brand

  1. 1. Celebrating womanhood everyday - a Star Ananda, MASHAL Campaign
  2. 2. Theme : Campaign plans to thank , celebrate and appreciate womanhood and involve women and their families by building a platform where anyone can nominate his or her wife, mother ,sister, bhabhi, nani, dadi. Objective : • Create a brand connect with the woman and family members • to make an engaging interactive campaign • Acknowledge the virtues of woman and connect with goodness, virtues of the brand
  3. 3. Idea : Brand , friends and family thank and appreciate the woman of the family for their selfless efforts and make them feel ‘special’ and the byte is played on the channel of the nominee and the nominated, and the weekly winner is acknowledged on the channel
  4. 4. Proposed Media: • Newsprint: ABP portfolio • Outdoor : • POP : Posters, Cut out of the protagonist • Brand activation: • Electronic: spots in Star Annanda As ABP group would be the media partner, the newsprint ads are proposed to be FOC, whereas in all the collaterals ABP branding will be there
  5. 5. Print invitation ad Kitchen ki shaan aur pariwaar ki jaan. Mashal karta hai naari ke har roop ko salaam! Ab aapki baari hai…. Mashal deta hai aapko apne pariwar ki naarii shakti ko dhanyawad karne ka mauka.Bataiye kaun hai aapke pariwar ki gyanu jaanu aur kyon; saath hi bhejiye unki ek tasveer aur mashal ke 1 lt ka label aur paiye mauka unhe hamari agli ad mein dehkne ka. + you Mother Wife Bahu Bhabhi Gyanu Jaanu + + = Contest form …………………. Hai Gyanu Jaanu because ………………………………………………………………… Name :……………………………… ph.no.: ……………………………… Add.:………………………………………………………………………………………………………………………
  6. 6. Contest (in print) • Mashal Gyanu Jaanu contest: • (The participants are supposed to nominate women they know who play multiple roles in their lives and who bind the family together. Basically they have to tell us about the super woman of their family and reason to support their nomination. It can be a mother, sister, wife, bahu, bhabhi, grandmother etc.) • Everyday we choose 2 or 3 gyanu jaanu and their picture is published in our weekly announcement advt with the reason stated by the nominator • The contest form will be there in the news papers. • A personalised card from the nominator will be sent to the nominee. • Properly filled form along with the picture of the nominee and 1lt label of mashal will be eligible for the contest.
  7. 7. Print ad Mashal Gyanu Jaanu Kitchen ki shaan aur pariwaar ki jaan. Mashal karta hai NAARI SHAKTI ko salaam! (here we can use the typography idea to write gyanu janu) Contest form …………………. Hai Gyanu Jaanu because ………………………………………………………………… Name :……………………………… ph.no.: ……………………………… Add.:……………………………………………………………………………………………………………………… Dummydu mmy dummydu mmy Dummydu mmy dummydu mmy
  8. 8. Radio activities • DAILY: • One dedicated program “Mashal Gyanu Janu” where ppl call the Rj and tell about their gyanu janu and dedicate a message. The best dedication of the program wins a food voucher. (we can use the setting format- where ppl talk to each other through the radio on conference and the dedication can be carried on there) Or • The callers can call any time during the day and dedicate a song or message. The best dedication of the day wins a food voucher. • Sms your gyanu jaanu’s name, add and a message to radios no. and mashal will send a personalized thankyou card to the nominee from the nominator. • Gyanu Janu Health tip spots giving facts about mustard oil to be aired few times a day. • Gyanu Janu Polling questions in interactive shows like khichdi. Lucky winners get food vouchers worth some amount at a good restaurant. • Polling questions can be like “what are the enzymes that mustard oil has ?” with 4 options. The answers will be tactfully told through the health tip spots aired through out the day. • RJ mentions. • Radio jingles.
  9. 9. Outdoor activities • Ob van visits at known markets of chandigarh (17,22,35,34,32,11,15,19,47,42 ect), panchkula (7,11,8,9,20,4, mani majra) and mohali (ph 7, 3b2, 70. etc). • BIG EVENT: MASHAL MRS GYANU JAANU CONTEST o It’s a pageant for the sarva gun sampan women. o Women to be judged on looks, personality, fitness and intelligence. o The event can take place @ kalagram o Media hype and can be broadcasted on some local channel
  10. 10. Required tie-ups • Radio channel • News paper • Telecom company(idea) • channel

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