Antiquity Activation Antiquity Activation

By: By:

Siddhartha Sharma Siddhartha Sharma

(Roll No 225)(Roll No 225)

Neeraj Meena Neeraj Meena

(roll No: 166)(roll No: 166)

SIMC Batch 2010SIMC Batch 2010

Brand DNABrand DNA

Brand Values & Personality : Quiet, Intriguing, Brand Values & Personality : Quiet, Intriguing, exclusive, successful, lavishexclusive, successful, lavish

Brand Promise : Unforgettable finest experience Brand Promise : Unforgettable finest experience Brand Philosophy : Indulgence is good & makes you Brand Philosophy : Indulgence is good & makes you

feel worth itfeel worth it Brand Insight : To indulge makes you feel good about Brand Insight : To indulge makes you feel good about

yourselfyourself TG : People who like to pamper & appreciate TG : People who like to pamper & appreciate

themselvesthemselves Brand Strengths: Aesthetic Bottle Shape and exquisite Brand Strengths: Aesthetic Bottle Shape and exquisite

Blend.Blend.

Brand NeedBrand Need Large Format Activation in line the Brand DNA and TG. Activation thematic Large Format Activation in line the Brand DNA and TG. Activation thematic

to revolve around Indulgence and Luxury to make the consumer feel the to revolve around Indulgence and Luxury to make the consumer feel the essence of the Brand promise of Unforgettable Finest experience.essence of the Brand promise of Unforgettable Finest experience.

Antiquity Blue faces threat from Haig and is losing the opportunity of getting Antiquity Blue faces threat from Haig and is losing the opportunity of getting upgraders from Peter Scot and Blender’s Pride and other premium whisky upgraders from Peter Scot and Blender’s Pride and other premium whisky brands including USL Brands viz Signature and Royal Challenge. brands including USL Brands viz Signature and Royal Challenge.

Antiquity Rare is also losing the opportunity to get upgraders from Prestige Antiquity Rare is also losing the opportunity to get upgraders from Prestige segment especially from Brands with large consumer base like Royal Stag, segment especially from Brands with large consumer base like Royal Stag, Masterstroke, Aristocrat, Imperial Blue, DYC and Whytehall and USL Brands Masterstroke, Aristocrat, Imperial Blue, DYC and Whytehall and USL Brands viz Mc Dowell’s No 1. In the process Blender’s Pride continues to get fresh viz Mc Dowell’s No 1. In the process Blender’s Pride continues to get fresh upgraders from Prestige segment in its fold.upgraders from Prestige segment in its fold.

Large Format Activation for Antiquity Blue and Rare to enhance the imagery Large Format Activation for Antiquity Blue and Rare to enhance the imagery needed to be TOM recall for upgraders from Premium Whisky and Prestige needed to be TOM recall for upgraders from Premium Whisky and Prestige Whisky respectively for the 2 brands. Whisky respectively for the 2 brands.

Activation ObjectiveActivation Objective

For Antiquity Blue to get upgraders from For Antiquity Blue to get upgraders from Premium Whisky into its fold and stall the Premium Whisky into its fold and stall the growth of Haig to continue to dominate the growth of Haig to continue to dominate the Super Premium Whisky space and increase the Super Premium Whisky space and increase the size of the segment itself by continuing to get size of the segment itself by continuing to get upgraders of Premium Whisky. upgraders of Premium Whisky.

For Antiquity Rare to get upgraders from For Antiquity Rare to get upgraders from Prestige Segment using the imagery rub off from Prestige Segment using the imagery rub off from Antiquity Blue as being of the same family, the Antiquity Blue as being of the same family, the unique blend and aesthetic bottle.unique blend and aesthetic bottle.

Output ExpectedOutput Expected

To make Antiquity Rare the preferred choice of To make Antiquity Rare the preferred choice of upgraders of Prestige Whisky to Premium upgraders of Prestige Whisky to Premium Whisky.Whisky.

To make Antiquity Blue the preferred choice of To make Antiquity Blue the preferred choice of discerning consumers of Premium Whisky to discerning consumers of Premium Whisky to upgrade to the Super Premium Segment.upgrade to the Super Premium Segment.

Guideline for developing Activation Guideline for developing Activation Ideas on Antiquity family Ideas on Antiquity family

Very exclusive and classy events using appropriate Very exclusive and classy events using appropriate elements at the right venues to create the appropriate elements at the right venues to create the appropriate ambience for the same.ambience for the same.

Activation Ideas also need to be in line with the Brand Activation Ideas also need to be in line with the Brand Promise.Promise.

Venues for Activations : Fine Dines, Premium Clubs and Venues for Activations : Fine Dines, Premium Clubs and Premium Bars. If we are doing activation at say 5 venues Premium Bars. If we are doing activation at say 5 venues 2-3 have to be Fine Dines, 1-2 Premium Clubs and 1 at a 2-3 have to be Fine Dines, 1-2 Premium Clubs and 1 at a Premium Pub Bar with customised plans for each Premium Pub Bar with customised plans for each channel. channel.

Guideline for developing Activation Guideline for developing Activation Ideas on Antiquity family Ideas on Antiquity family …..Contd…..Contd

Audience expected : Not more than 300-500 per Audience expected : Not more than 300-500 per event/ activation. TG profile to be targeted event/ activation. TG profile to be targeted would be 30-45 yrs old males SEC A Premium would be 30-45 yrs old males SEC A Premium Whisky consumers preferably.Whisky consumers preferably.

Budget Per Activation : 2-3 Lacs per activation Budget Per Activation : 2-3 Lacs per activation venue. Total 10 Lacs for Delhi & NCR venue. Total 10 Lacs for Delhi & NCR (Gurgaon/Noida) & 2-3 Lacs for Punjab (Gurgaon/Noida) & 2-3 Lacs for Punjab (Ludhiana)(Ludhiana)

Creatives of Antiquity for Activation Creatives of Antiquity for Activation Idea FormulationIdea Formulation

Creatives of Antiquity for Activation Creatives of Antiquity for Activation Idea Formulation…..ContdIdea Formulation…..Contd

Brought to you by Antiquity Blue Brought to you by Antiquity Blue Cassettes and CDsCassettes and CDs

““By Invitation Only” By Invitation Only” Party!Party!

Communication of Communication of Brand philosophy: Indulgence is good & makes you feel worth itBrand philosophy: Indulgence is good & makes you feel worth it Brand Insight: To indulge makes you feel good about yourselfBrand Insight: To indulge makes you feel good about yourself

Display of brand strength by showcasing of its aesthetic bottle Display of brand strength by showcasing of its aesthetic bottle shape and sampling of the exquisite blendshape and sampling of the exquisite blend

Create a visible hype around the brand to make Antiquity the Create a visible hype around the brand to make Antiquity the preferred choice of up-graders of Prestige Whisky to Premium preferred choice of up-graders of Prestige Whisky to Premium Whisky and Premium Whisky to Super-premium whiskyWhisky and Premium Whisky to Super-premium whisky

Objective of the ActivityObjective of the Activity

Target Group DemographicsTarget Group Demographics

Antiquity targets the niche segment with an ever-increasing Antiquity targets the niche segment with an ever-increasing disposable incomedisposable income

The consumers have an insatiable demand for a luxury lifestyle The consumers have an insatiable demand for a luxury lifestyle and its corresponding trendsand its corresponding trends

The blend has been created for a diverse and affluent individuals The blend has been created for a diverse and affluent individuals aged between 30-45 yrs and belonging to SEC A/A+aged between 30-45 yrs and belonging to SEC A/A+

The majority of the consumers would be male with a taste for The majority of the consumers would be male with a taste for arts, fine dining, the world’s booming party scene and much arts, fine dining, the world’s booming party scene and much moremore

Our TG is essentially a person who likes to pamper & appreciate Our TG is essentially a person who likes to pamper & appreciate himselfhimself

ConceptConcept

An exclusive party which is “By Invitation Only”!An exclusive party which is “By Invitation Only”!

A great luxurious evening at one of the happening A great luxurious evening at one of the happening places of Delhi wherein the most happening crowd of places of Delhi wherein the most happening crowd of Delhi will mingle with all the Red FM RJs under one Delhi will mingle with all the Red FM RJs under one roofroof

Ensure top notch guys from big companies as guests in Ensure top notch guys from big companies as guests in the party thus creating a hype around the brandthe party thus creating a hype around the brand

Activity FlowActivity Flow

On-air elementsOn-air elements Promos and RJ mentionsPromos and RJ mentions Nominations through SMSesNominations through SMSes Short-listing of nominees for the party on Morning No.1Short-listing of nominees for the party on Morning No.1 Band (prank) calls of the invited guestsBand (prank) calls of the invited guests

On-groundOn-ground Party at the venueParty at the venue An exclusive Red FM show at the party by Red FM RJsAn exclusive Red FM show at the party by Red FM RJs

On-air elementsOn-air elements

Heavy promotion of the activity calling on Heavy promotion of the activity calling on people to nominate their bosses through SMSespeople to nominate their bosses through SMSes

Short-listing of the guests would be based on Short-listing of the guests would be based on their profile and via lucky drawtheir profile and via lucky draw

Establishment of the “By Invitation Only” Establishment of the “By Invitation Only” theme by playing prank calls on the exclusive theme by playing prank calls on the exclusive guests on Morning Showguests on Morning Show

On the D-dayOn the D-day

An exclusive Red FM show from a studio An exclusive Red FM show from a studio shaped in the cut-out of an Antiquity Blue bottleshaped in the cut-out of an Antiquity Blue bottle

Entertainment for the guests by a Dance Troupe Entertainment for the guests by a Dance Troupe and Live Singerand Live Singer

Food and beverage (Antiquity Rare and Blue Food and beverage (Antiquity Rare and Blue Whisky)Whisky)

Particulars of the PartyParticulars of the Party

Antiquity branded stage/backdrop/registration Antiquity branded stage/backdrop/registration counter/standees at the venuecounter/standees at the venue

Sound and light to set the mood for the partySound and light to set the mood for the party Emcee to host the partyEmcee to host the party Hostesses to attend to the guestsHostesses to attend to the guests Dance troupe and Live singerDance troupe and Live singer

CostCost

INR 15 Lacs Gross (excluding Service Tax)INR 15 Lacs Gross (excluding Service Tax)

Thank You