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A P9 Presentation

AXIS BANK PLATINUM CARDS LAUNCH


Aditya Birla Money Activation Proposal P9 Integrated

Route I
3D Route to Filmy Card

Aditya Birla Money Activation Proposal

P9 Integrated

Launch 3D Way
Have 3D Mapping Event for the Launch of the Platinum Filmy Cards. What is 3D mapping: 3D projection is any method of mapping three-dimensional points to a two-dimensional plane AXIS Bank Platinum Filmy Cards can be launched through this event at the press conference. Press would be invited for the same to create huge excitement and curiosity. Associate with Movie during the Launch of Cards.

Aditya Birla Money Activation Proposal

P9 Integrated

Indian - References
http://cargocollective.com/sohamsarcar#793418/Ritu-Kumar-VideoMapping A blend of experimental design and classical aesthetics. Cutting Edge with traditional beauty. Soham Sarcar with Ritu Kumar. As invited new media artists, Soham expresses his own interpretation of a typically Indian lexicon of design, crafts & Textiles through Video Mapping art installation and a 3 hour live Mix.

Aditya Birla Money Activation Proposal

P9 Integrated

International References
http://www.youtube.com/watch?v=2STmHsZiUr4 http://www.youtube.com/watch?v=XSR0Xady02o&NR=1 http://www.youtube.com/watch?v=UtuW1S0M7aY&feature=related

Aditya Birla Money Activation Proposal

P9 Integrated

Amplification
Viral PR

LIVE Web Broadcast

3D Mapping

Super Power Launch

Print Road Block

Media Road Block

Aditya Birla Money Activation Proposal

P9 Integrated

Production Cost Outdoor


Projector and Technical Cost : 25 Lakh Creative Content Creation 19 Lakhs. P9 Management Fees : 3 Lakhs

TOTAL : 47 Lakhs

** TLB / PERMISSIONS / Service Tax to be extra.

Aditya Birla Money Activation Proposal

P9 Integrated

Production Cost Indoor

Projector and Technical Cost :14Lakh Creative Content Creation : 19 Lakhs. P9 Management Fees : 3 Lakhs Total : 36 Lakhs
TLB / PERMISSIONS / Service Tax to be extra. **TLB / PERMISSIONS / Service Tax to be extra

Aditya Birla Money Activation Proposal

P9 Integrated

Movie Association Zindagi Na Milegi Dobara

Aditya Birla Money Activation Proposal

P9 Integrated

Association Schedule

Timeline

15th June

30th June - 8th July

1st July - 8th July

Activity

Press Launch - filmy Cards

Print Ads - Movie Association

TV Ads

20 Tentative spends

40

Aditya Birla Money Activation Proposal

P9 Integrated

Zindagi Na Milegi Dobara


Producer Excel entertainment Director Zoya Akhtar Star Cast Hrithik Roshan ( Arjun) Farhan Akhtar ( Imraan) Abhay Deol ( Kabir) Katrina Kaif ( Laila) Kalki Koechilin ( Natasha) Music Shankar-Ehsan-Loy Release Date 8th July 2011

Aditya Birla Money Activation Proposal

P9 Integrated

Synopsis
3 young men take a holiday that changes their lives forever.Kabir has just met Natasha. 6 months later they are engaged. He wants to go on an extended bachelor party. A 3 week road trip with Imraan and Arjunhis 2 best friends since school. The only problem is Imraan and Arjun dont speak to each other anymore. After much emotional blackmail and cajoling the boys set off on a journey they were meant to take 4 years ago. A fantasy holiday they had planned to take after college but never happened. A road trip where each one gets to do the ultimate sport of his choice and the other 2 just have to do it with him. Whether they want to or not! Kabir Imraan and Arjun meet up in Barcelona and set off on an adventure that will not only make them face their fear but will alter their perception, unravel their fabric, force them to break out of the box and teach them to sieze the day. In other words a holiday that will change their lives forever.

Aditya Birla Money Activation Proposal

P9 Integrated

Creative Connect
The movie is about three college friends re-uniting on a road trip in Spain and living life to the fullest. They indulge into various adventure sports. We can take apt footage from the movie and create a 30 sec Cobranded promo to promote the benefits of a travel card with our brand We can also run a contest and as gratification offer movie merchandize or a chance to meet the stars.

Aditya Birla Money Activation Proposal

P9 Integrated

Association Route

Online

Movie Association

Aditya Birla Money Activation Proposal

P9 Integrated

Outside Association
Outside association is usually explored along with in-film integration however these days once the look of the film is out if a brand sees an apt creative connect with the movie they come on board as an association partner. A 30 sec co branded TVC will be created using the footage of the film and intersperse with brand TVC to bring out the brand message. The same to be amplified on: Radio TVC Outdoor Online Print Sound byte from the stars for the co-branded TVC. It can be a contest driven promo/ a clean message driven promo which will be extended to the retail outlets A meet and greet with the actors of the film could also be explored.

Aditya Birla Money Activation Proposal

P9 Integrated

Benefits of Outside Association


Apt footage and stills from the movie to create a TVC Stars to represent their brands as implied endorsements, at a fraction of the costs. Cheaper when compared to conventional advertising as there is negligible production cost involved. Brand gets to associate with the movie and their logo presence in the opening credits An edge over the competitors Clutter breaking hence the customer makes notice of your communication.
Aditya Birla Money Activation Proposal P9 Integrated

Association Routes
1.

Co-branded TVC

2. Co-branded Radio Promotions 3. Co-branded Outdoor 4. Co-branded Print 5. Contest gratification of meet and greet to winners OR Meet and Greet with the star cast for brand employees , guests , trade partners customers. Press conference with the brand and the stars to discuss the association. 6. Bombay Times / Delhi Times Media Net ( Page 3) 7. Special Screening for dealers/customers 8. AFP Half Hour Episode on GECs 9. Multiplex Activation
Aditya Birla Money Activation Proposal P9 Integrated

Meet and Greet Activity


A Meet and Greet event with the stars will be held a week before release. The event can be publicized through radio, print, online, in-store publicity. If there is a contest then it will be publicized similarly and as gratification the winners can win a chance to meet the stars. At the meet and greet event we can set up with a checkered backdrop so that the winners and the celebrities get themselves clicked in front of the backdrop and the same can be used for the Media Net article.

Aditya Birla Money Activation Proposal

P9 Integrated

Press Conference

Press Conference with Godrej Interio CEO and Goiyo CEO and Anjaana Anjaani stars

Aditya Birla Money Activation Proposal

P9 Integrated

Meet and Greet Event

Ranbir and Priyanka with the winners of Gojiyo contest and Godrej Interio Contest

Aditya Birla Money Activation Proposal

P9 Integrated

Media Net Article


During the time of the films release we will do a print activity in Bombay Times / Delhi Times. There will be an editorial where the star cast of the film will talk about their experience on the movie and their association with brand.The photo shoot for the article would have a backdrop of the brands logo.

Aditya Birla Money Activation Proposal

P9 Integrated

Special Screening
A special screening can be organized for brands guests, dealers , trade partners , customers. ( The costs to be borne by the brand) It will be held in one metropolitan city as per the brands choice.

Aditya Birla Money Activation Proposal

P9 Integrated

Half Hour Special On G.E.C


We can look at doing a half hour special with the star cast on a G.E.C. Along with the co-branded campaign, we can conceptualize and execute a half hour special talk show wherein the star cast would talk about the film, their experiences, about the essence of the brand and the tie up etc. All this would be captured in front of a co-branded backdrop of the film and the brand. Example-A special branded content half hour episode was created for the Bajaj Allianz and Love Aaj Kal tie-up

Aditya Birla Money Activation Proposal

P9 Integrated

Case Study (AFP)


Association: The brand took Love Aaj Kal as a platform and created an AFP (half hour special) with the stars of the film. The AFP brought out the benefits and values of the brand Bajaj Allianz (Jiyo Befikar). Result: AFP aired on NDTV Imagine and Showbiz on prime time (weekend) with 2 repeats each so in total 4 airings. Bajaj Allianz got an AFP with the stars at very neglible cost. The brand through the entire tie-up garnered more than Rs 4 crore of visibility.

Aditya Birla Money Activation Proposal

P9 Integrated

Bajaj Allianz in association with Love Aaj kal


Activity: Co-branded association with Love Aaj Kal Association: Bajaj Allianz associated with Saif Ali Khan and Deepika Padukone starrer Love Aaj Kal to spread the message of security and fearlessness with the Bajaj Allianzs Jiyo Befikar tagline amongst all age groups. Bajaj Allianz did a contest led promotion where Saif invited the entries by giving a special byte at the end of the co- branded TVC. They wanted to go beyond the plain association, hence p9 Integrated conceptualized and executed a half hour special show with Saif and Deepika talking about the movie and the brand message. This affiliation helped Bajaj Allianz enhance its brand recall and imagery and give the common man opportunities for instant gratifications like meet and greet with Saif Ali Khan, tickets to the premiere etc.

Click on the link to view the co- branded TVC

http://www.youtube.com/watch?v=zbIUbpB7Cu8

Aditya Birla Money Activation Proposal

P9 Integrated

Brand Entitlements
Association with the film Rights to use the stills and footage to do a co-branded association during the release of the movie Credit mention in the movie as brand partner Stills to create co-branded collaterals Rights to use the stills/footage for 2 months Cassettes/CDs Special Invites to the premiere (if any) Meet and greet with the stars
Aditya Birla Money Activation Proposal P9 Integrated

Proposed Investment
Co-branded Association Media Spends - 60 lakhs Agency Fee 7 Lakhs
* Taxes as applicable will be additional costs

Aditya Birla Money Activation Proposal

P9 Integrated

Returns on Investment
Entertainment rates for the media plan which is less than the cost of the traditional media plans. Establishing an association with the stars of the film as an implied endorser by taking this movie as a platform A new commercial at a fraction of a cost An innovative media strategy to distinguish your brand from me too brands in the market.

Aditya Birla Money Activation Proposal

P9 Integrated

Route II
Press Launch of Filmy Cards

Aditya Birla Money Activation Proposal

P9 Integrated

Press Launch Platinum Cards


A press Conference announcing the Launch of the Filmy Platinum Cards to be held. The Business Heads of Axis Bank along with Page 3 regularly Celebrities to be invited. The Celebs at Press Con would talk about the Benefits of Card.

The Media would cover the entire Launch


Entertainment Channels
Aditya Birla Money Activation Proposal P9 Integrated

Celebrity Suggestions

Aditya Birla Money Activation Proposal

P9 Integrated

Tentative Investment
Celebrity Cost
Arjun Rampal: 15 Rahul Bose : 6 Farhan Akhtar: 10 Boman Irani: 6 Vidya Balan: 18 Irfan Khan: 5 Anurag Kashayp: 5

Venue: 5 P9 Fees: 3 Total Cost: 15 25 Lac


**TLB/Service Tax to be extra

Aditya Birla Money Activation Proposal

P9 Integrated

AXIS BANK Multiplex Activation

Aditya Birla Money Activation Proposal

P9 Integrated

Synopsis
The Filmy Cards Multiplex Activation Bollywood Nautanki Quiz Quiz Hota Hai Connect the Movie Filmy Gaane Filmy Trivia

Aditya Birla Money Activation Proposal

P9 Integrated

The Filmy Cards Multiplex Activation


Activities over the weekend in the multiplex lobby to promote and create a brand visibility for The Filmy Cards Premium Multiplexes at prime locations like Juhu/Lower Parel PVR, Cinemax Infiniti, etc will be targeted Ticket Jacket activity as a part of branding activity in these multiplexes

Aditya Birla Money Activation Proposal

P9 Integrated

Bollywood Nautanki
Movie goers who are waiting in the lobby will be asked to come up and show their filmy side by mimicking famous bollywood stars and their legendary roles This will be based on different themes, for example:
Bollywood ki Maa (Mothers of Bollywood like Nirupa Roy) Sholay ka Gabbar (Bollywood Villains) DDLJ ka Raj (Romance) Amar Prem (Andaz Apna Apna) Bollywood ka Vijay (mimic legends like Amitabh Bacchhan) Mimic legendary comedians like Johny Walker, Mehmood, Jagdeep, Govinda

Aditya Birla Money Activation Proposal

P9 Integrated

Bollywood Nautanki

The best act will be gratified with Prepaid movie Vouchers (of one month validity) Consolation: Axis Filmy Card branded Tees

Aditya Birla Money Activation Proposal

P9 Integrated

Quiz Quiz Hota Hai

A Bollywood quiz to be conducted in the multiplex lobby. This will be an audio visual quiz where stills of movies and movie posters will be shown as a part of the quiz Show childhood pictures of actors/actresses and ask them to guess Show stills of a movie and ask them to guess the movie

Aditya Birla Money Activation Proposal

P9 Integrated

Connect the Movies


This is a part of the Bollywood Quiz Show posters of movies which are connected in some way and the participants will be asked to guess the connection Example: Show posters of 3 idiots and Hello. Both the movies are based on Chetan Bhagats novels Five point Someone and One night at a call centre Show posters of Paisa yeh paisa, Dard-e-Dil, Ek Hasina Thi, Main Solah Baras ki, Om shanti Om. All these movies derive their titles from songs of the movie Karz

Aditya Birla Money Activation Proposal

P9 Integrated

Filmy Gaane
Famous bollywood songs will be translated in English and will be shown to the audiences. They have to guess the song. Whoever guesses the correct song will be asked to come up and sing the same Will also be gratified with Prepaid Movie Vouchers or Axis Branded Tees

Aditya Birla Money Activation Proposal

P9 Integrated

Filmy Trivia
A filmy zone will be created in the multiplex lobby itself An Axis Filmy Card branded a dedicated wall will be created, where unknown interesting facts about legendary movies will be showcased Any movie buff who is waiting inside the lobby will definitely go & read these facts

Aditya Birla Money Activation Proposal

P9 Integrated

Filmy Trivia

Microsoft Excel Worksheet

Aditya Birla Money Activation Proposal

P9 Integrated

THANK YOU!

Aditya Birla Money Activation Proposal

P9 Integrated

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