1. ©
Hungry
&
Foolish
Crea3ve
Products
2009
SPONSORSHIP
PROPOSAL
www.realmsworld.com

2. ©
Hungry
&
Foolish
Crea3ve
Products
2009
CONTEXT
IDEA
PROCESS
FEATURES
OPPORTUNITIES
CONTACT
CONTEXT
A
Misplaced
Sense
of
Beauty
There
are
hundreds
of
beauty
pageants
held
across
the
world
every
year,
but
all
the
contestants
look
exactly
the
same.
It’s
all
about
the
curves,
the
hair,
the
smile
and
the
stance.
Around
the
world,
more
and
more
women,
including
children,
are
falling
prey
to
this
distorted
noNon
of
beauty
that
is
based
purely
on
physical
appearances.
This
obsession
with
looks
someNmes
even
results
in
women
undergoing
potenNally
harmful
procedures
like
extreme
dieNng
programs
and
surgery.
Beauty
pageants
have,
in
effect,
moved
from
being
harmless
entertainment
to
becoming
a
negaNve
influence
on
society.
www.realmsworld.com

3. ©
Hungry
&
Foolish
Crea3ve
Products
2009
CONTEXT
The
Tyranny
of
Looks
We
like,
respect,
admire
and
love
people,
not
for
perfect
figures,
dazzling
smiles
or
rehearsed
answers,
but
for
their
character,
talents,
and
companionship.
However,
when
we
see
someone
for
the
first
Nme,
our
judgment
is
based
predominantly
on
their
external
appeal.
So,
if
we
are
to
judge
someone
for
what
they
are
instead
of
how
they
look,
we
need
to
find
a
way
to
go
beyond
appearances.
CONTEXT
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4. ©
Hungry
&
Foolish
Crea3ve
Products
2009
IDEA
PresenNng
Real
Ms.
World
A
contest
where
you
don’t
get
to
see
the
most
beauNful
woman
in
the
world,
unNl
you
have
chosen
her.
Real
Ms.
World
is
an
online
contest
in
which
any
woman
(above
the
age
of
18)
can
parNcipate.
Contestants
upload
videos
and
the
public
rates
them.
But
the
videos
are
masked.
So
the
contestants
will
be
rated
not
on
how
they
look,
but
on
what
they
say.
As
parNcipants
get
eliminated,
their
videos
are
revealed
on
the
site.
The
public,
therefore,
only
gets
to
see
the
contestants
who
are
out
of
the
race.
This
process
conNnues
Nll
the
Real
Ms.
World
is
chosen.
And
then,
the
world
gets
to
see
her.
CONTEXT
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5. ©
Hungry
&
Foolish
Crea3ve
Products
2009
PROCESS
1.
Entries
Real
Ms.
World
is
announced
and
all
women
(above
the
age
of
18)
are
invited
to
register
by
providing
their
name,
age,
country
and
email
address.
People
can
also
register
themselves
as
jury
members,
which
means
they
will
have
the
power
to
influence
the
voter
by
posNng
comments
on
videos.
This
phase
is
currently
live
and
can
be
seen
on
the
website.
2.
Upload
All
registered
contestants
will
be
asked
to
upload
a
video
where
they
say
why
they
deserve
to
be
the
Real
Ms.
World.
ParNcipants
can
also
nominate
up
to
five
friends
and/or
relaNves
who
will
provide
tesNmonials
for
them.
These
tesNmonials
will
appear
alongside
the
video.
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6. ©
Hungry
&
Foolish
Crea3ve
Products
2009
PROCESS
3.
EliminaNon
Round
All
visitors
to
the
site
will
be
shown
a
random
video
which
is
masked.
They
will
also
get
to
see
the
tesNmonials
and
the
comments
of
the
jury.
They
will
then
be
asked
to
rate
the
video
(aer
registering
with
the
site).
Every
week
or
so,
the
parNcipants
with
the
least
raNng
(bo]om
20%)
will
be
eliminated
and
their
videos
will
be
unmasked
and
available
on
the
site.
This
process
will
conNnue
Nll
only
20
contestants
remain.
4.
Finalists
Each
of
the
top-­‐20
contestants
will
be
visited
by
the
Real
Ms.
World
team,
who
will
help
her
put
together
a
complete
page,
that
profiles
her.
This
would
include
a
more
detailed
bio,
tesNmonials
from
those
who
have
been
touched
by
her
beauty
&
interviews
with
celebriNes.
All
without
revealing
her
idenNty.
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7. ©
Hungry
&
Foolish
Crea3ve
Products
2009
PROCESS
5.
Finals
Each
finalist
will
have
a
page
on
the
website.
Public
will
be
invited
to
view
the
pages
and
rate
each
contestant
on
various
parameters
–
social
consciousness,
impact,
awareness,
wit,
achievements,
etc.
4.
RevelaNon
The
top-­‐rated
contestant
is
crowned
Real
Ms.
World
and
all
the
videos
are
revealed
on
the
site.
So
aer
the
Real
Ms.
World
is
chosen,
people
can
see
who
they
have
rated
the
most
beauNful
woman
in
the
world.
The
winner
receives
a
cash
award
of
USD
100,000
while
all
finalists
receive
a
consolaNon
prize.
CONTEXT
IDEA
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8. ©
Hungry
&
Foolish
Crea3ve
Products
2009
FEATURES
Social
Impact
Real
Ms.
World
is
more
than
just
an
online
contest.
It
is
a
strong
social
signal.
It
a]empts
to
redefine
the
way
the
world
looks
at
beauty.
CONTEXT
IDEA
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OPPORTUNITIES
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9. ©
Hungry
&
Foolish
Crea3ve
Products
2009
FEATURES
Universal
Appeal
The
contest
is
open
to
women
from
all
countries.
Anybody
can
be
a
part
of
the
jury.
And
everybody
is
a
potenNal
voter.
The
website
therefore
promises
to
be
a
high-­‐traffic
one,
with
visitors
spanning
every
kind
of
demographic.
Note
:
The
contest
will
be
run
only
in
English
(in
the
first
year)
CONTEXT
IDEA
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10. ©
Hungry
&
Foolish
Crea3ve
Products
2009
FEATURES
SNcky
Website
Voters
will
visit
the
website
mulNple
Nmes
–
to
view
videos,
vote
repeatedly,
check
out
the
eliminated
contestants,
rate
the
finalists
and
see
the
winners.
CONTEXT
IDEA
PROCESS
FEATURES
OPPORTUNITIES
CONTACT
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11. ©
Hungry
&
Foolish
Crea3ve
Products
2009
FEATURES
High
Involvement
The
Nme
spent
on
the
site
will
be
much
above
average.
Each
video
will
be
approximately
three
minutes
in
duraNon,
so
even
if
a
voter
rates
three
videos
in
a
session,
he/she
would
have
spent
about
ten
minutes
on
the
site.
CONTEXT
IDEA
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12. ©
Hungry
&
Foolish
Crea3ve
Products
2009
FEATURES
Viral
PotenNal
Real
Ms.
World
is
the
type
of
concept
that
can
spread
rapidly
through
social
media.
The
website
facilitates
and
encourages
people
to
spread
the
message.
In
addiNon,
it
is
extremely
likely
that
every
contestant
will
bring
in
her
friends
and
acquaintances
to
be
a
voter
and/or
a
jury
member.
Components
like
‘tesNmonials’
and
‘referrals’
add
to
the
viral
appeal
of
the
site.
CONTEXT
IDEA
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OPPORTUNITIES
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13. ©
Hungry
&
Foolish
Crea3ve
Products
2009
FEATURES
Extensive
PromoNon
In
addiNon
to
the
viral
impact,
a
budget
of
USD
300,000
has
been
earmarked
for
acNve
promoNon
of
the
site.
This
would
be
spent
on
internet
adverNsing
and
P.R.
The
adverNsing
would
be
phased
out
so
that
each
stage
of
the
contest
gets
a
good
reach.
Social
Media
like
Facebook,
Twi]er
&
Orkut
will
also
be
used
extensively
to
promote
the
site.
CONTEXT
IDEA
PROCESS
FEATURES
OPPORTUNITIES
CONTACT
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14. ©
Hungry
&
Foolish
Crea3ve
Products
2009
FEATURES
Audited
Process
The
enNre
contest
will
be
run
in
a
robust
and
transparent
manner.
Talks
are
on
with
KPMG
to
audit
the
enNre
process
from
the
call
for
entries,
to
voNng,
to
selecNon
of
finalists,
to
idenNficaNon
of
the
winner.
CONTEXT
IDEA
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15. ©
Hungry
&
Foolish
Crea3ve
Products
2009
FEATURES
Encouraging
Response
Real
Ms.
World
was
announced
in
October
and
the
site
has
been
live
since
then.
With
just
a
few
announcements
on
facebook,
the
contest
has
already
received
nearly
300
entries
from
33
countries
including
USA
(21),
Australia
(21),
Canada
(19),
UK
(9),
Singapore
(26),
South
Africa
(13),
and
even
Colombia
&
Venezuala.
The
iniNal
response
certainly
indicates
that
with
acNve
promoNon,
Real
Ms.
World
can
quickly
scale
up
to
become
a
massive
online
event.
CONTEXT
IDEA
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16. ©
Hungry
&
Foolish
Crea3ve
Products
2009
FEATURES
Encouraging
Response
Real
Ms.
World
has
also
received
naNonal
media
a]enNon
with
coverage
from
CNBC
India,
and
on
AFaqs.
CONTEXT
IDEA
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OPPORTUNITIES
CONTACT
www.realmsworld.com
Read
the
arNcle
on
AFaqs

17. ©
Hungry
&
Foolish
Crea3ve
Products
2009
FEATURES
AmbiNous
Plans
This
is
just
the
first
year
of
what
we
see
being
an
annual
event.
From
the
second
year,
we
have
plans
to
expand
the
appeal
of
Real
Ms.
World
on
various
fronts.
The
contest
will
be
run
in
mulNple
languages
so
that
language
ceases
to
be
a
barrier
for
entry.
The
format
will
also
expand
to
include
television
and
radio
so
that
Real
Ms.
World
becomes
a
big
mulN-­‐media
event,
that
has
a
huge
impact
on
the
world.
CONTEXT
IDEA
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18. ©
Hungry
&
Foolish
Crea3ve
Products
2009
CONTACT
Hungry
&
Foolish
Real
Ms.
World
is
an
event
that
has
been
conceived
and
is
being
executed
by
Hungry
&
Foolish
CreaNve
Products.
We
are
a
creaNve
think-­‐tank
based
in
Bangalore,
India.
We
come
up
with
ideas
in
the
areas
of
media,
entertainment,
technology
&
design,
and
bring
them
to
life.
To
know
more
about
who
we
are
and
what
we
do,
please
visit
www.hungryandfoolish.com
If
you
are
interested
in
an
associaNon
with
Real
Ms.
World,
or
if
you
need
more
details,
please
write
to
anto@hungryandfoolish.com
CONTEXT
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