Optimal Media Solutions

Introduction to OMS
Optimal Media Solutions Pvt Ltd(OMS) is a professionally
managed media company.

We are subsidiary of Bennett Coleman & Co. Ltd.

 What is OMS?
 OMS is a medium that helps builds your brand by
communicating your message to your customers (or
potential customers) more effectively so they immediately
associate with your brand.
 What we do?
OMS is more than just a tool

 OMS Understands your unique needs

 OMS Provides image enhancement solutions

 OMS Ensures credible communication across various

media vehicles of The Times Of India Group
Where are we present
 Future

PRINT

OPTIMAL
MEDIA
SOLUTIONS

TELEVISION DIGITAL
 What do we promise?

 Credible communication - it is the key differentiator

of what we offer vis-à-vis other forms of paid
communication

 Enhanced brand image – it is the result of what we

offer

 Focused – more individualized communication

 Aesthetically distinct
 Why Credible ?

 OMS is not a channel to buy your way into

Times Publications

 All OMS articles have to pass the most stringent

editorial filter, the commitment to which is
unflinching in the Times Group OMS

 Matter produced for external public is after total

approval from respective editors
 What is a Brand?

 Firstly, a brand can be an identification, or a mark, that

differentiates one business from another (through a name
or a logo, for example).

 Secondly, a brand symbolises association with your

product/service.
 Simply put, your brand is your company's personality
 How we help build Brands?

 We design credible communication across various media

vehicles of Times of India to offer customized solutions to
our clients

 We understand the client’s unique needs, translate them

into editorial concepts and offer solutions primarily in the
field of print
 Why do you need a Brand?

 Having a brand helps differentiate your business from

competition and drive customer loyalty.

 Building a brand helps customers in their decision-making

and ultimate choice.
 Optimal Media Solutions
[OMS]

designs credible communication for image

enhancement with integrated media solutions across
various media vehicles of The Times Of India Group
 Advantage OMS

We are talking about ingenious brand promotion using

media: An established marketing paradigm intended to
tiptoe into the minds of consumers and reside there

Communication reaches to a large captive audience

who are loyal readers of the metro supplements

Editorial message can be designed which is influential

in forming opinion on brands

Delivers your editorial message in the right context at

the relevant time
 Summary
 Optimal Media Solutions is not a synonym to
Advertising Solutions

 OMS incorporates your brand messages into a

strategically designed editorial concept to cater to
your specific requirements.

 It is an editorial solution offering brand positioning

through communication of credible concepts

 A premium service from the TOI Group assuring

editorial in a quasi controlled media [ date, page,
position, content]
Associate Clients
 Some of the Properties offered
by OMS

 Front page picture/ Front page story.

 DITA- Pg 2/3/5.
 Lifestyle.
 Launch Pad.
 Good life.
 What’s Hot?
THE LEELA

FRONT PAGE
Delhi Times
The Economic Times
Delhi Times
What’s Hot (TOI)
Times of Chandigarh
What’s Hot (TOI)
Bombay Times
Bombay Times
Bombay Times
The Economic Times
Bombay Times
Bombay Times
Bombay Times
Bombay Times
Bombay Times
Bombay Times
Delhi Times
Bombay Times
Bombay Times
 Front Page Picture/Front Page
story:

  An ideal platform for creating an impact on national

/regional level.
 This property can be used especially to leverage
association with events / launches etc, for brand
building & promotion. It can also be a very useful
medium to get instant recognition for the brand among
the masses. The story can carry an introduction of the
brand and its various attributes
Clients

 Wills Lifestyle (WIFW)

Wills Lifestyle
 Concept: Wills Lifestyle was the official
sponsor of the Wills Lifestyle India Fashion
Week (12th march to 16th march) and they
wanted coverage throughout the event.
Grand Finale Designer
announcement
The Debut
Event Coverage
Look of the Day-1
Look of the Day-2
Look of the Day-3
Look of the Day-4
Look of the Day-5
Grand Finale release
Reebok
 Concept: Reebok launched their new brand
campaign ‘Your Move’ with yuvraj singh and
wanted to create hype about the same using
TIMS.
 Space: 60cc
 Property: Front page story
 Editions: Bombay/Delhi/Bangalore
Front Page Story
Bata India Limited.
 Concept: Bata is a sole distributor of Hush
Puppies brand in India, they were
launching a new hush puppies store in
Ahmedabad with Puja Gupta (current miss
India universe) and they wanted to create
a hype of this store launch using TIMS
 Space: 60cc each
 Property: Front page picture & Launch Pad
 Editions: Ahmedabad Times
Launch Pad
BELLES AND BELLIES! Glam girls Celina Jaitley, Amrita Arora, Ishaa Koppikar
and Kim Sharma give the come-hither looks as they get ready to perform at
the Dabur Red Gel Toothpaste Humse Dosti Karoge Concert, on air at 9 pm
on Star Gold
Launch Pad
 Launch Pad

 Is a platform that allows us to project a new product in

comprehensive manner.
 This coverage includes branding and write up which profiles
the product and brand.
 Weaves in the vision of the company behind the launch.
SHOE-GLOVED! Andreas Gellner, Managing Director, adidas, hates to put his adidas
1 shoes down. The world’s first intelligent shoe, its sole-embedded microprocessor
gauges the cushioning required and makes running a tailor-made experience.
 ALL TUCKED IN & READY TO GO ! Delhi
Times captures model Sucheta Sharma as
she poses in a Uni Style Image (USI) casual
wear outfit at the launch of its outlet at
Janpath
ITA- Is Talking
About
 Page DITA*(2/3/5)

 Credible space for brand communication using events and

parties as a medium.
 Are covered on the Pages 2/3/5 in the Times city centric
supplements.
 Subtle branding can be included in one picture.

 *DITA- Delhi is talking About

DITA-Delhi Is Talking About
Lifestyle
 Lifestyle Page

 Offers space for profiling brands/products. This page as the

name suggests also talks about the latest fashion, trends &
lifestyle.
Good Life
 Good Life

 The ‘ Good Life’ page comes along with the TIMS (Times of
India Supplements)

 It is an ideal platform for a brand to showcase its features

and services
Good life
What’s Hot
 What's Hot:

 This is forty page tabloid that covers Fashion, Entertainment,

Art & latest life style trends
 The tabloid provides listings of all the Delhi hotspots and their
promotional activities
 Profile: Products

 Product watch: This section will be

showcasing various new products that are
launched or are about to be launched

 Ad Watch: A section on
advertisement/campaign breaks

 Success story: A CEO, a company spokesman

or a consultant discusses how a particular
business challenge/crisis was overcome – a
turnaround case-study

 Alternate Suggestions: HR story on company

policies
 Profile: Page 3
Consumer information

 Brand profile : A lead story on brand profile

 Corporate Chatter : It’s a section that will talk about business rumors –
that is who is merging with who

 Corporate news : Corporate news digest, it will carry business

announcements, management switches, launches

 Book: A review/author interview of a business book

 How to de-stress: A soft feature on how a CEO or a corporate house

undertakes de- stress measures

 Alternate Suggestions: - Expert column on Finance/investment -

Business cartoon
- Brand wars
Banks: Information about products and services
 Profile: Page 4
Corporate Lifestyle

 Malls: A story on malls, luxury properties

 Business astrology: A weekly feature on business

predictions

 Games CEO’s play: A soft feature that focus on CEOs and

their hobbies, passions and alternate interests

 Auto: This feature on automobiles that will car(s)/bikes

 Travel: A feature on what and how top brass executives

travel/ destinations of corporate

 Alternate suggestions:
- Profiles: Profiles of hotels/airlines/hospitals
- Business programmes on television: A list of must-see
TV shows
What’s Hot?- Tech Page-
Nokia
Case Studies
Bacardi
 Bacardi Martini

 Bacardi Martini , as part of its global campaign and

association with music, organizes large – scale music events
across the world.
 Bacardi- Client Brief
 In India, this activity kicks off on the 1st . The events
will be organized on a huge scale (Estimated
attendance at each event being 4,000 – 5,000
people).

 No invites are being distributed/sold. Online, sms and

radio contests are on at this moment to select the
audience. The client has requested for ITA/BTR
coverage across six centers to cover these events.

 In terms of celebrities, other than the DJs who will

perform, a large number of local celebrities are
expected to attend each of these events. These would
comprise people from the fashion, film, media and
television fraternity and noted socialites as well.
 Brand deliverables

 Branded visuals: each of the events will have a prominent

Bacardi backdrop, which the client has requested be
incorporated in the visuals.
 Specific persons to be shot: President and CEO, Bacardi
Martini India. (Besides this the client contact will provide city
– specific requests prior to each event).
 Quotes: To be provided at individual venues.
Coverage- Calcutta Times
Coverage- Pune Times
Coverage- Bangalore Times
Coverage- Hyderabad Times
Bombay Times
Motorola
 Case Study- MOTOROLA

 Motorola is known around the world as an innovator and

leader in wireless and broadband communications.

 Motorola's operations in India are divided into three

businesses: Enterprise Mobility Solutions, Home &
Network Mobility and Mobile Devices. The Company’s
focus areas include, Mobile handsets, Wireless
Infrastructure, Managed and Hosted Services, Broadband
Equipment (wired as well as wireless), Trunking & Two
Way Radios, Software Development, Applied Research
and Development on Seamless Mobility/Convergence
technologies.
 Activity
 Launch of Motorola Razor V3 in the eye catching colour ‘PINK’
 Pink has emerged as the style statement, a colour that is
synonymous with the delicate charms- that is the essence of a
woman
 Seeded to a select group of fashion elite and Hollywood “it”
girls, this svelte mobile boasts advanced technology,
superlative design and enticing color while its shocking
measurements make it one of the slimmest phones on the
market. Rich functionality, performance excellence and design
innovation give the user a total sensory experience – from
photo messaging to hands free connections to superlative
metallic finishes.
 OMS Solution

 OMS offered a Front page story with the picture of Motorola’s

Global Brand Ambassador-Maria Sharapova
 The story played and built upon the Pink theme citing examples
of how the color has emerged as a style statement & hence a
natural preference in color for the most ultimate style
accessory-Mobile phones.
Front Page Story – Motorola (Delhi Times)
Toyota
 Activity for Toyota

 Design and buy your own Toyota Innova

 Background to the activity
 To Promote Toyota Innova through this innovative campaign.
 It was a Post Event coverage
 Client Brief

 To promote the kind of initiative “ Design your own

Innova” organized by Toyota Kirloskar Motor.
 This event was organized at various places in the city,
which was a huge success as it witnessed crowds thronging
to design their own Toyota Innova.
 OMS Proposal
 160 Sq cm Story in:
 North Delhi Plus
 South Delhi Plus
 West Delhi Plus
 East Delhi Plus
 Lutyens Delhi Plus
 Gurgaon Plus
 Noida Plus
 Dwarka Plus
Coverage
Lufthansa
Activity for Lufthansa
 Generate hype and create brand awareness through the use of
celebrity approach & integrated media mix.
 Background to the Activity

 Exclusive promotion to promote the events of

Munich/about the airline comfort and other feature for
the travelers and promote through the Miss India
/Celebrity experience with India times and highlight the
mutually discussed attractions of the destination and the
comforts/feature/benefits of the airline( Lufthansa).
 Client Brief
 To promote Munich/Lufthansa (Airline) as a lifestyle & a
popular destination for bollywood through articles in the
leading publication like Delhi Times & Bombay Times, it
would be a joint promotion with The Times of India Group
to promote Munich’s attraction for the tourist thru
Lufthansa as a best carrier (Airline). This would be done
through article in the TOI publications.
OMS Solution

 Travel Page – 400 sq cm (Delhi & Mumbai)

 Lifestyle Page– 400 sq cm (Delhi & Mumbai)
Coverage’s Generated
UNI Style Image
 Brief to the Activity
 USI has launched their new winter wear collection and they
wanted to create a hype for the same by highlighting the
USP’s of the product.
 OMS Proposal
Launch pad on the event pages in all centers
 Bombay Times
 Bangalore Times
 Calcutta Times
 Chandigarh Times
 Delhi Times
Bombay Times
Bangalore Times
Chandigarh Times
Delhi Times
Case Studies on Individual
Profiling

Client Success Story using OMS Platform

Client’s Name

“Dr. Puneet Chawla”

 About Mr. Chawla

Dr. Puneet Chawla is a Vaastu expert.

He can sense negative and positive energies in a building, and

specialises in removing Vaastu defects without any demolition.
 Client Brief

 The Client was looking for some exposure in Times of India

supplements to profile him and build awareness about his
services.
 OMS’s Proposals

Two options were proposed

3. Regular Column in Delhi Times

4. Regular Column in What’s Hot
Coverage in Delhi Times.
Release in What’s Hot
Poonam Sethi
Client’s Introduction

“POONAM SETHI”
 About the Client

Poonam Sethi - Renowned Holistic Healer, Tarot

Card Reader & Feng Shui consultant.
 Client Brief

 Client was looking for some exposure in Times of India

supplements to profile her.
 OMS’ Proposal

Two options were proposed

3. Regular Column in Delhi Times

4. Regular Column in What’s Hot
 Client Acceptance

 What’s Hot was Poonam’s first choice as it has better shelf

life then Delhi Times Secondly, it was cost effective.
 Brief 2 Editorial
 Poonam Sethi, Renowned Tarot Card Reader would like to start
her regular tarot-column in What’s Hot. The contract period
was only one month.
 Client Feedback

From: sanjay sethi [mailto:sanjaysethidelhi@yahoo.com]

Sent: Thursday, August 10, 2006 6:57 PM
To: vivek.bhatia@timesgroup.com; vivek.toi@gmail.com
Subject: Congratulations !
 
Dear Vivek,
 
I must congratulate you for handling the campaign of Poonam Sethi in a
very efficient manner.
The column is giving us terrific response, better then we expected.
 
Please do keep up the good work done.

Hoping for a long lasting relationship.

         
Thanks and regards
 
 Sanjay Sethi
Volvo Car India
 Activity for the Client

 Volvo car was showcasing their new models at the 9th Auto
Expo 08’.
 The Client Brief

 To create a hype about their participation at the 9th auto expo

08 wherein they will be showcasing the latest models of their
cars.
 Model Samyukta Sawhney was available for the shoot.
 Release date 9th Jan 08.
OMS Proposal
 Front Page Picture + Launch Pad.
Coverage
ABN Amro
 Background to the Activity

 Leading Indian designer Rohit Bal to showcase newly

launched platinum card design through Fashion Show
followed by Dinner & Cocktail with glitterati of Mumbai.

 The Event took place in Mumbai

 Client Brief.

 ABN Amro bank is launching their Platinum card in India.

 The actual card has been designed by renowned designer, Rohit

Bal.

 ABN Amro seeks to use the Times’ Metro Supplements to create

the requisite hype around this launch.
 Our suggestion.
Phase 1: Launch.

 Front Page Picture + Launch Pad + Pg 3 (Party coverage)

for Post Event for Delhi Times/ Mumbai Times &
Bangalore Times.
 Coverage's Generated
 Front Page Lead Picture
 Launch Pad
Event Coverage
LG
 Background to the activity

 Launch of LG Shine Mobile Phone

 The Client Brief
The name Shine reflects the ‘Styled in Metal’ concept as it
reflects the real metal (fully metal bodied in stainless
steel) look and feel, slim handset with a mirrored front
that magically transforms into a high-quality colour
screen when the phone is activated.
LG Shine obviously represent the sensuality and style that
modern consumers are demanding from the phones.
Amazing design combines with technical innovation to
create products that are both iconic and emotionally
appealing yet also affordable is what Black label series
offers and this also applies for LG Shine.
LG Shine represents real metal (fully metal bodied in
stainless steel) with mirrored LCD that magically
transforms into a high-quality colour screen when the
phone is activated along with a scroll-key function in the
front.
 OMS Proposal
 Story on Launchpad – Page 3
 Size of the article – 240 sq cm
 Visual description: Models posing with the product (as
Branding)
Sabyasachi
 The background to the activity
 Sabyasachi launched his new collection named Chand Bibi in
the store Carma in New Delhi
 Client’s Brief
 To highlight the Chand Bibi collection designed specially
for the masses and keeping in mind the wedding season.
 OMS Proposal

 A Front Page Picture with the model wearing one dress

from the Chand Bibi Collection and a Launch Pad
discussing the work of Sabyasachi.
Coverage’s – Front Page Picture
Launch Pad
Hongkong Tourism
Board(HKTB)
The background to the activity

 To promote tourism in Hong Kong, HKTB had organized Hong

Kong Winter Fest
 To publicize the Fest, HKTB had arranged a painting contest
for kids wherein they can win a trip to Hong Kong
Client’s Brief

 To highlight the Winter Fest and the contest so that more and
more people can participate.
 OMS Proposal

 A quarter page editorial in Delhi Times and Bombay Times to

talk about Hong Kong and the Winter Fest.
Coverage
Nokia
 Activity for the Client

 Nokia unveils its new fashion phones-The PRISM Collection

Background to the Activity

 Leading Indian designer Rocky S to showcase designs

inspired by the newly launched Prism collection at the
Wills Fashion Week.
The Client Brief

 To announce its tie-up with India’s leading designer, Rocky S &

his inspiration by the Prism collection, which was to be
showcased at Wills Lifestyle Fashion week on September 7th at
Pragati Maidan.
 To cover the party after the launch.
 OMS Proposal
 Front Page Picture + Front Page Story + Pg 3 (Party
coverage) for Pre & Post Event for Delhi Times/ Mumbai
Times & Bangalore Times.
Coverage’s
•Client endorsement/quotes
NOKIA- N Series
 Activity for the Client

 “Discover Nokia N series Independence Rock Fest” – Talent

Hunt for aspiring Rock Bands from all India to showcase
their talent & win the title.
 “Discover Nokia N series Independence Rock Victory” –
Winner Rock Band- Victory tour performance.
 The Background to the Activity

 Nokia N-Series with E-18 (Event Organization) did

“Independence Rock Band Talent Hunt” & “Independence
Rock Band Victory”
The Client Brief

 To do a Pre Event coverage with shortlisted Rock Band’s for

Nokia N series Independence Rock Band Talent Hunt.
 To do a Pre Event coverage with the winners on their victory of
Nokia N series Independence Rock Fest.
 Objective – to create the awareness & hype for the event.
 OMS Proposal

 Front Page Story for both the Events in Delhi Times/

Mumbai Times & Bangalore Times.
Coverage’s Generated
•Client endorsement/quotes
Dr. A’s Clinic
 Dr. A’s Clinic

 Retail Client
 Specializes in hair transplantation
 Operates through a single clinic
 Services are designed to help people with acute hair fall
problems by providing them with safe medical procedures.
 Client’s Background

 The client wasn’t aware of any editorial activities which could

have helped him in getting the desired response and the footfall
in his clinic.
 Contacted his agency, explained the concept of editorial
coverage and the benefit of the same.
 OMS Proposal

 To make an active awareness about the brand, we started

out with 2 to 3 inserts Body & Soul page in Delhi Times in a
month.
 Once the Clinic started getting more footfall, inserts were
reduced to 2 inserts/month, either on Body & Soul or
Lifestyle page
Coverage
Vandana Munjal
 The Background to the Activity

 Vandana Munjal, a jewellery designer organizes exhibitions

to showcase her jewellery twice in a year.
 The exhibition was held in Nov’07 in Hotel Inter
Continental in New Delhi
 The Client Brief

 To announce the dates and place of the exhibition

 OMS Proposal

 Front Page Picture with a celebrity wearing the jewellery

by Vandana
 Launch Pad on DITA talking about the designs and
exclusivity of Vandana’s Jewellery.
Coverage’s Generated
Wills Lifestyle
 Event

 India Fashion week (Sep 2007).

Activity
 Wills India Fashion week (WIFW) was being
organized by FDCI wherein wills was their main
sponsor.
 It is one of the biggest events for the Fashion
industry in India.
Background to the Activity

 All the leading designers were participating in

this event as it gives them an ideal platform to
showcase their talent.
OMS Proposal

 A coverage on the event page talking about the

entire event, the designers and their shows on the
first day of the event.

 Look of the day’- A DITA property being specially

created for this event to highlight the best outfit of
the day. It was carried on all 5 days of the event.

 A page 2/3 coverage of the Grand Finale in selected

TIMS.

 A retainership for lifting the embargo.

Coverage Generated
First Day Coverage
Look of the Day- day 1
Day-2
Day-3
Day- 4
Day-5
Grand Finale
 Get in touch!
 No client is too big for us, none too small – as for clients,
size DOESN’T matter!

 Call us, visit us, write to us – we’ll work out a package that
suits you

 Try the OMS experience!

 Contact us now :
Pradeep Joseph
Manager – Media Solutions
Ph : +91 – 9958884617
Email : pradeep.joseph@timesgroup.com
Email : pradeepjoseph.pradeepjoseph@gmail.com
Thank You