Integrated Marketing Communication of Star Plus Mahabharat. It will give you an insight of IMC with example of Greatest Epic :)

1. INTEGRATED MARKETING
COMMUNICATION
OF MAHABHARAT
Deepak R. Gupta
- Asst. Professor (NET / SET)
APMP (Marketing) - IIM Calcutta
MBA (Marketing) - Welingkars
M. Com (Management) - Mumbai University
BMS (Management) - Bhavans College
ACMM,ACBM – Welingkars
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2. INTEGRATED MARKETING COMMUNICATIONS (IMC)
•Is a communications process for planning, creation, integration, and
implementation of diverse forms of communication to a brand’s
targeted customers and prospects
•Has as its goal influencing or affecting behavior of targeted audience
•Considers all touch points a customer/ prospect has with the brand as
potential delivery channels for messages
•Requires that all of a brand’s communication media deliver a consistent
message
•Has customer/prospect as its starting point for determining types of
messages and media to inform, persuade, and induce action
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3. INTEGRATED MARKETING COMMUNICATION

Integrated marketing communications is the integration by the
company of its communication channels to deliver a clear,
consistent, and compelling message about the organization and its
brands

The specific mix of advertising, personal selling, sales promotion,
and public relations a company uses to pursue its advertising and
marketing objectives.
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4. INTRODUCTION TO MAHABHARAT
• Mahabharat is a drama TV series on Star Plus based
on Indian legendary epic of the same name
Mahabharat.
The story of the throne of Hastinapura, the kingdom
ruled by the Kuru clan. The two collateral branches of
the family that participate in the struggle of the
throne of Hastinapura are the Kaurava and the
Pandava.
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5. DIGITAL MEDIA - YOU TUBE
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6. DIGITAL MEDIA - MSN
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7. DIGITAL – LIFE OK CHANNEL
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8. DIGITAL MEDIA - MSN
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9. OOH - HOARDINGS
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10. OOH CAMPAIGN
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11. OOH - HOARDINGS
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12. 3D HOARDING
The second hoarding is a 17
feet tall Draupadi standing
with her eyes closed, praying
to Lord Krishna, depicting the
famous "Vastraharan" scene.
A satin saree comes down all
the way from the billboard
above, showing the protector
Lord Krishna blessing her and
saving her modesty.
Advertiser: Star India Pvt Ltd
Advert title(s): Hoarding
OOH Agency: DDB MudraMax, India
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13. 3D HOARDING
The hoarding portrays a 22 feet tall Arjun kneeling down and looking into
the water pot in front of him to take a shot at the rotating fish above his head
during Draupadi's Swayamvar. At its peak, the sculpture protrudes six feet
out of the billboard, while a large 3D golden fish rotates overhead. The
billboard has a huge backlit Star Plus logo on the top right corner.
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14. MOBILE HOARDING
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15. 3D PRINT ADS
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16. PRINT ADS
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17. 3D ADS
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18. MOBILE APP
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19. MOBILE GAME
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20. RADIO
• On radio, Star Plus is running spots across radio channels.
It has tied up with Radio Mirchi for a show called
'Vicharon Ki Mahabharat' wherein the RJs are initiating
provocative discussions about the characters of the epic
and their behaviour.
• Through a 'stationality change', the Mahabharat title track
has been integrated with the jingle of Radio Mirchi.
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21. CINEMA
• On cinema, the channel has tied up with about
350 screens across the country and has been
promoting Mahabharat for the past two
weekends.
• The promotion was live for two weeks.
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22. SPONSOR
• For the record, on the sponsors front, while Fortune and Ghari
Detergent are the presenting and powered by sponsors
respectively, the other brands that have come on board as
associate sponsors are
–
–
–
–
–
–
–
Super Vasmol 33 Kesh Kala,
Marvel Tea,
Vinod Intelligent Cookware,
Cycle Agarbatti,
Lux Inferno,
Syska LED Lights,
Siyaram's and Eyetex Dazzler.
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23. SUMMARY
• A fiction show (especially a mythological show) is being promoted
at this scale.
• As per industry estimates, the channel must have spent Rs 12-15
crore in promoting Mahabharat.
• The leading Hindi general entertainment channel has broken all
boundaries with its innovative "larger than life" marketing
campaign.
• Apart from high value spots on television, the campaign uses
innovations across media such as print, digital, outdoor and onground that have been acknowledged and appreciated.
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24. SOURCE
• http://classconnection.s3.amazonaws.com/251/flashcards/878251/png/pictur
e_121320098921793.png
• http://www.afaqs.com/news/story/38614_Star-Plus-plans-big-launch-forMahabharata
• http://www.afaqs.com/media/story/38707_Mahabharat:-An-epic-launch
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25. THANKS A TON FOR GOING THROUGH IT !!!
Deepak R. Gupta
- Asst. Professor (NET / SET)
APMP (Marketing) - IIM Calcutta
MBA (Marketing) - Welingkars
M. Com (Management) - Mumbai University
BMS (Management) - Bhavans College
ACMM,ACBM – Welingkars
Facebook: https://www.facebook.com/ProfDeepakRGupta