Various Brand & how a Celebrity can be promoted together

1. ASSIGNMENT FROM
BLING ENTERTAINMENT
SUBMITTED BY RAJESH SHETTY

2. Understanding Of Celebrity KANGANA
RANAUT
• Hailing from Bhambla in Himachal Pradesh , Kangana Step foot into
Bollywood at the tender age of 18
• Her journey in acting began with Theatre in Delhi
• Having moved to Mumbai to further her acting career,
• She bagged the lead in Anurag Basu’s “Gangster” in 2006 for
which she also achieved the Filmfare Best Female Debut
Award , IIFA Best Female Debut Award
• The Star Screen and Zee Cine Award for Best promising
Newcomer
• The Best Actress award at the Asian Festival of First Films
• The film gained commercial and critical success and her
performance in the movie was highly applauded , after which she
was seen in “Woh Lamhe” for which she also received high
appreciation
• Her Movie career thus kick started; adding commercial success like
Fashion, Tanu Weds Manu the recent success for Queen to her
credit to name a few.

3. • Ranging from serious roles in movies like Fashion and Gangster,
Kangna has also tried her hand on the comedy Genre in her movies
Rascals and Double Dhamaal & vicious roles in Krrish 3 & Revolver
Rani in which her character was highly appreciated
• Having made it big in the Industry without any Bollywood
Background Kangna has a whole set of Awards ranging from IIFA to
even the National Film Award for Best supporting Actress for her
phenomenal role in fashion, Stardust award for best actress
• Ms Ranaut’s much awaited movie Tanu Weds Manu sequel (in
production) and I Love New Year will be up for release early next
year
Cont… KANGANA RANAUT

4. Key Points
• Ms Ranaut’s image as a Diva who symbolizes the epitome of Feminine Achievement
• Ms Ranaut’s is A List celebrity
• Ms Ranaut’s image as a multi-talented individual with an exceptional sense of style in
indian and western wear & her comfort to carry both the style effectively
• Ms Ranaut’s celeb quotient and her flamboyance as an actor & she is a style icon
• Ms Ranaut’s beauty as an individual her glamorous image does add value
• Ms Ranaut’s is very bold and upfront for the activities in society and media
• People look up for her movie buzz & her upcoming projects
• Ms Ranaut’s high degree of professionalism, she is very versatile as an actor and has
worked with diverse set of actors, producers and directors

5. KANGANA RANAUT CAREER GRAPH
START PRESENT
2006
2007
2008
2009
2011
2013
2010
2012
2014
 WHO LAMHE
 GANGSTER
 SHAKALAKA BOOM BOOM
 LIFE IN A METRO
 FASHION
 DHAAM DHOOM
 EK NIRANJAN
 RAZZ : MYSTERY CONTINUES
VADA RAHA
 KITES
OUTIM
KNOCK OUT
NO PROBLEM
 READY
DOUBLE DHAMAAL
MILEY NA MILEY HUM
RASCAL
GAME
TANU WEDS MANU
 TEZZ
 SHOOT OUT AT WADALA
KRRISH 3
RAJJO
QUEEN
REVOLVER RANI
UNGLI
 TANU WEDS MANU 2
I LOVE NEW YEAR
AWARDED

6. BRAND ENDORSED BY KANGANA RANAUT

7. VARIOUS BRAND ENDORSED - KANGANA RANAUT

8. VARIOUS BRAND ENDORSED - KANGANA RANAUT

9. PROPOSED
BRAND FOR KANGANA RANAUT

10. Proposed Brand

12. • In 1990’s, when the idea of adventure and outdoor activities in india, started WILDCRAFT
in a garage. The 'Garage Years', began our exploratory phase.
• Understanding the needs of different outdoor and adventure activities, realized the need
of sturdy, durable, reliable and functional products that can withstand the toughest of
tough terrains.
• Focused on creating equipment that stood for the outdoors.
• Vision began to expand along with our product base and by 2007-2008 our core team was
established.
• Our core constituency of design and construction stood the test of time and test of the
tough outdoor terrains. Whether it is apparel made of breathable materials, ergonomically
designed rucksacks or waterproof footwear, our gamut of products have one mission – to
enable people with gear that is durable, resilient and sturdy, for their exploration of the
outdoors.
• Wild craft today stands for trust, that all our customers, whether it is the outdoor
enthusiasts or the urban travelers, place in us and our products. Stand for a passion for
great outdoors.

13. STUDY STATES TRAVEL STATISTICS
• Women– young, old, single, married, widowed and gutsy are fueling an explosive growth
in travel industry.
• Whether single or married, career women or stay-at-home moms, traveling with other
women is empowering and good fun
• 80% of all travel decisions are made by women. A woman is the decision maker.
• There has been a 230% increase in the number of women-only travel companies in past
six years. With 67 million participants, the potential of the women’s market exceeds $19
trillion annually.
• The average adventure traveler is not a 28-year old male, but a 47-year-old female
• Women spend an average of $295 annually per individual on outdoor apparel and
equipment. The travel industry is just waking up to the economic power of women.
• So female travelers between the ages of 25 and 39 are their biggest market.
• Over 80% of those working women who purchased travel products or services offline in
the past month researched their purchases online beforehand.
• Don’t forget an effective way to reach your female audience is brand catering products
for women & have a wide product range.
LINK - http://gutsytraveler.com/women-travel-statistics-2/

14. KANGANA RANAUT
TEST OF TIME
EXPLORATORS
TOUGH
SPORTY & TRENDY
ADVENTURE & OUTGOING
STRONG
TRAVELER
NEED TO FOCUS ON WOMEN

15. Proposed Strategy
An intense Campaign spread over at least 8 months, aimed at creating the desired
Brand image of brand along with Kangana to generate maximum visibility in the
media. The idea is to highlight the brand very next move towards women &
Kangana being the epitome of feminine Achievement. The idea would is to take the
brand & Kangana Ranaut to the next level by highlighting the brand as well her
achievements professionally and various aspects of her personality.
Communication
• Print
• Electronic
• Internet
• Newswires
• Social Media
•In film Promotion

16. Proposed Brand

17. • Vespa is an international brand having presence in India in scooter segment with
a different style compared to the rival brands.
• Vespa has brand ambassador Mr. Imran Khan in India.
• Vespa is more iconic brand & have features like stylish, colorful, trendy, sporty,
glamorous, Artistic & for both genders.
KANGANA RANAUT
• Kangana resembles most of the features related to the brand.
• As a brand in India it has consumers in both genders but as its also has a huge
customer base from single or married, career women or stay-at-home moms, &
college going girls.
• Kangana fits right into the women segment (Housewife, college going, career
oriented , youth & adventurous).
• Kangana also highlights the features of being stylish and a icon which is what the
brand is trying to place itself in India.
• Compared to competitors from the same segment vespa would benefit from a
women brand ambassador like kangana who has fans base from all segments due
to versatile roles played by her in her short career.

18. KANGANA RANAUT

19. Proposed Strategy
• We can have a series of TV commercials featuring kangana in An intense Campaign
in a flow of campaign(90 days), Break(90 days) & campaign(90 days) spread over
9months aimed at creating the desired Brand image of brand along with Kangana to
generate maximum visibility in the Indian market.
•She has two movies lined up in 2015 including the most admired movie Tanu Weds
Manu sequel & I Love Happy New year.
Communication in the form of -
• Print
• Electronic
• Internet
• Newswires
• Social Media
•In film Promotion

20. Proposed Brand

21. BRAND AMBASSDOR FOR GROOMING SEGMENT
• Philips, India’s leading lifestyle brand, new dimension to the concept of male grooming with the
Philips Bodygroom. With Philips Bodygroom, the company has fashioned a whole new category and
hopes to bring about a revolutionary change in the grooming habits of the "metrosexual" man.
• The company believes that this figure is set to grow alongside fashion and grooming trends. And it is
not only men who want to get rid of their body hair. The survey revealed that 80% of women find
excess male body hair a huge turn off and prefer smooth and groomed bodies on their partners.
• John Abraham, Bollywood actor and Philips Male Grooming brand ambassador, believes, “Inspired
by celebrities to a large extent and with increasing consciousness about personal grooming and
hygiene, men today want to look their best even when bare bodied. Keeping this trend in mind, Philips
Bodygroom is just the product that can help them feel confident and desirable.

22. KANGANA RANAUT
• PHILIPS is into grooming segment understanding the male skin care segment
market but also has women consumers
• Entire women shaving segment is termed as a taboo to be told across the globe.
Girls coming of age no longer needed to be told their leg hair was unsightly. They
got rid of it
• As a brand in it has consumers in both genders but as its also has a huge customer
base in men. Brand needs to go beyond the general lines followed by other brands
in the segment if he wants to overcome his competitors.
• Study states that all man of all age have a huge desire for women and want a
women to be attracted by them. Where as, women prefer men most attractive
when they are well groomed & clean shaven
• Brand needs to do something bold enough & kangana is a bold actor who has
done something beyond what the audience sees her & also has a fan base in
every age group.
• We can PROMOTE the brand in an innovative way, where
• State – Men desire for women & women desire men clean shaven OR
• State – Men desire kangana but kangana desires men clean shaven & well
groomed.
• Ms Ranaut & PHILIPS can together make the very 1st move in the market where
men have always been the show stopper & male centric. With kangana on board it
will be a different move altogether.

23. KANGANA RANAUT
• The male grooming segment which was projected to be Rs 1,500 crore market
in 2012 is expected to reach Rs 5,300 crore by 2016.
• According to a Nielsen study on the Indian male grooming segment, there is a
rising aspiration among Indian men to look groomed, which has led Indian
men’s grooming market’s rapid growth of 34 per cent. The Nielsen study stated
that this growth is faster than the growth rate of the total personal care and
beauty industry in India. The segment can be divided into sub categories:
beauty range of products and grooming gadgets (manual and electronic).
As per a report by Euromonitor International on male grooming sector in India,
• Gillette India lead men’s grooming with a value share of 28 per cent in
2012. The company has a strong horizontally diversified portfolio of razors
and blades, with brands such as Mach, Vector, 7’O clock and many more,
enhancing its long term sustainability.
• Hindustan Unilever was second, accounting for a 15 per cent share. These
products fall in to the manual sub category.
• On the other hand, in the electronic sub-category, Philips with a range of
grooming gadgets for men including trimmers, shavers and stylers, is ruling
the market share, claims the company.
• To take a step further, the brand is set to roll out an extensive marketing
campaign. The brand has decided to add celebrity quotient to its
communication

24. Proposed Strategy
• Entire new campaign as a first mover in the industry with having a female celebrity for endorsing a male centric
brand.
•We can have a series of TV commercials featuring kangana & celebrity talk moments & define her reason for the
most desirable man to be well groomed & clean shaven.
•Will also features how she would want her complete man to be like & involve media for kangana desirable men
would be like.
• Intensive campaign should be rolled out as it’s the 1st move in the market.
•She has two movies lined up in 2015 including the most admired movie Tanu Weds Manu sequel & I Love Happy
New year.
Communication in the form of -
• Print
• Electronic
• Internet
•Chat Shows
•Webcasting & consumer interaction online
• Newswires
• Social Media
•In film Promotion

25. THANK YOU