Mungle – Demo plan Creative Showcase

The Background

• Phonethics implements digital storytelling strategies for brands. It uses all creative tools from animation, video, film and music to text in order to create engaging digital media that helps build branded digital communities

• The company has the idea of coming up with a comic book – Mungle the first of its kind in India

The Theme

• Billoo the main character runs away from the town and lands up in the jungle and establishes a mobile network making it a mobile jungle or Mungle

• The story has many characters which makes it an interesting one

So

Here

They

Are …….

Billoo - The Cable Guy

Prinsss - The ‘extra’ seeker

Dollar – The richi rich

Rani – The short tempered, Billoo’s Protector

All Star in

Mungle

The Task

• On- ground promotions of Mungle and creating a buzz in the market

• Ensuring shelf space in the leading bookstores in India

• Footprints in the regional market

• Establishing distribution network all across India

Target Audience

• Age group 4-8 yrs

• People falling in SEC A category

• Places targeted mainly metropolitan cities

• People making frequent visit to malls

Our active audienceMothers of children of age group 4-8 yrs

The children having the pester power

• If both are convinced then they would influence a large section of customers

• Children having the pester power are the decision maker in the family and the success of the product depends on their likeability

The Plan

• Initial launch to be done in metros

• Promotion through ground activities like mall promotions esp. in kids zone

• Introducing characters like Billoo and Dollar to the kids to create awareness

Mass Action Points

• Promotions in malls by conducting in ground activities

• Engaging the TA in various games conducted there

• Making the characters connections to the TA

At Launch

Targeted Communication

• To create interest in children for Mungle

• To engage the parents in various activities

This can be done through heavy on-ground activities so as to promote the comics

Mall Activities

Billoo ki pooch lagao

• This is a game for the kids

• Similar to the pin the tail on the donkey

• The kids will be asked to put the tail on Billoo at the correct place.

• The winner to be given free Mungle kit

• A good way to connect the character to the TA

Billoo ki pooch lagao

Guess the Character??

• Another interesting game for the kids

• Ta asked to identify the character whose face is hidden

• Correct entry wins a Mungle T-shirt and kit pack

• This interests the TA and they can identify the character which increases the popularity

Guess the character???

School Activities

• Various activities can be conducted at schools

• Activities like painting competitions where the kids are asked to draw the characters like Billoo and Dollar

• The best entry wins the Mungle coloring kit

Painting competition at schools

Quizzes

• Quiz at school levels can be conducted for kids based on the Mungle story theme

• Questions on various animal awareness can be conducted and linked to the characters in Mungle

• This would create interests in the students and can create top of mind awareness for the characters

Mungle-o-Mania

Online marketing

• Online marketing done through social networking sites like Orkut, Facebook etc.

• Communities of Billoo and Dollar can be created in these networks sites

• Web avatars of Billoo and others can be created to increase the awareness amongst the children and parents who use messenger (Yahoo) for chats

The Mungle community on Orkut

Mungle Community

Community in Facebook

Web Avatars - Billoo

Mass Appeal

• Press – Ads in newspapers ( especially in the children supplement with the national daily) – Ads in the regional newspapers, magazines ( Chandamama, Nanadan,

Champak,Indradhanush, Pitara etc.)

• Outdoors – Kiosks, standees at the malls, near book shops, Drop downs

• Radio – Radio spots of 5- 10 seconds of various characters of Mungle comics to be aired in the leading stations ( Radio Mirchi, Red FM, BIG 92.7 etc.)

• POP – at the various card galleries like Archie's ,Hall mark, Expressions etc.

• Broadcasting – Ads in various cartoon channels telecasted at regular intervals of 1 hr each ( ads in channels like Hungama, Pogo, Nickelodeon, Cartoon Network, Disney )

Merchandise

• Merchandise includes Mungle kit having art book ,animated content CD, activity book, puzzles for the kids

• Gift items like key chains, soft toys, cards etc having the Mungle characters in them can be made available at the galleries( Archie’s, Hallmark, Expressions)

• In store promotions can be done through distribution of T-shirts of Billoo, Rani etc. and bed sheets with character imprints made available for sale

• Tiffin boxes, bottles and pencil boxes with various Mungle characters can be made available for children

Merchandise-The Coloring Book

Mungle Coloring Book

Jigsaw puzzles

Bed Sheets with character imprints

Mungle shirts- Front and Back

BillooRani

Tiffin boxes, Bottles, Pencil boxes for kids

Stickers

Network Distribution

• Through existing network of Phonethics– Using the services of Airtel,Vodaphone,Idea and

Reliance– Distribution of Mungle comic strips through GPRS

services– Downloadable games of Mungle for some charges or

with exclusive offers from the service providers– SMS sent to TA informing them of any new

happenings in Mungle and keeping them well informed

Mobile applications :Feed Dollar-Get $$$

Promotion of Mungle through Airtel

Distribution through network providers

Jerry do you know what’s the hot news at Mungle??

Ya! Get Airtel and you get wallpapers, games and comic strips all free

Munglolympics

• As the Asian Games are near, the company can go in for the promotions of games through a creative theme – Munglolympics

• They are the games which will be held in Mungle where the animals will participate and win medals

• An entire campaign to promote the comic along with the Asian games can be launched

• Billoo can be used as the mascot for the Munglolympics

Munglolympics

Brand Placement

• The association of Mungle with various eating joints like McDonalds, Subway, Pizza Hut would help the brand position itself as a Kid’s brand

• Its association with apparel brands like Lil’Put will make it a Kid’s Brand

• The Point of difference that a brand has from the other Indian kid brand is its uniqueness and freshness in concept which will make it as a favorite brand amongst kids

Mungle – the Unique Jungle

Thank You

Ashutosh PandeFPG0709/028IBA-GN