PLAN. CREATE. DELIVER.

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Aegis Group plc is the world's fastest growing marketing communications group.

Listed on the London Stock Exchange (AGS.L)

It employees about 8000 people in over 60 countries

Carat is the only independent media agency in the world.

As we are free from agency ties, we focus on finding better ways to connect our clients to their consumers

Lets Talk Fresh

Relevance

• New Media Landscapes present New challenges and opportunities to reach consumers

• A mere advertising approach does not work any more.• Mass media is too fragmented and expensive. • Clients are looking for innovative solutions.

• Carat Fresh has an integrated model that ensures that brand messaging touches the right consumers through the relevant mediums to give a unique brand experience

• Thus, defining ourselves as an experts in

Experiential Marketing

Service Offering

Public Relations

Rural Marketing

Urban Activation

Brand Consulting & Creative Service

Film Marketing

• Rural penetration marketing programs

• Rural activation and engagement programs

• Haat & Mela participation programs

• Brand Activation

• Trade Engagement Programs

• Events

• Exhibitions and Symposiums

• Digital Media Solutions

• In-Film Product Placement

• Out-of-Film Association

• Press Conferences

• Media Interviews

• Media Relations

• Media Profiling

• Research & Strategy

• Creative Service(Print Ads, Television Commercials, Corporate Avs, collaterals, BTL creative adaptation)

• Brand Identity design(Architecture, Logo, Positioning,)

• POS Designs & Packaging

• Market/ Consumer Understanding

Our Clientele

Team Fresh

Sidharth Ghosh : Business Director• Created Planman Life: the Events division at Planman• Conceptualized & managed marketing events for brands like

• Cambridge, Spykar, Cross, Wella, Dunhill, Gucci, Montblanc, Trussardi, Bora Bora, VIP Maxwell, Shaw Wallace, Kores, Provogue, TNS Mode & German Remedies

• Brought international brands like MICHAEL LEARNS TO ROCK and AIRSUPPLY to India

Current Profile: Key role in conceptualizing & implementation of BTL & brand activation initiatives

Sampath Shenoy: Business Director• Has over a decade of experience in the field of Brand consulting, Advertising, Rural Marketing & Market

Research. • Headed Planning & Research at Perspectrum- Percept Ltd. Division. • His early assignments with Market Search IPL, Linterland have seen him work on various brands like Sunsilk,

Idea Cellular, Reliance, Tata Tele, Grasim, Tata Trent, Parle, etc.

Current Profile:Responsible for driving integrated marketing communication solutions

Reach

Affiliate Operation Centers– WB: Kolkata– Bihar: Patna– Orissa: Bhubaneshwar– M.P: Bhopal– Chhattisgarh: Raipur– Gujarat: Ahmedabad– UP: Lucknow– Rajasthan: Jaipur– Karnataka: Bangalore– Punjab: Chandigarh– Kerala: Cochin

Head Office: Mumbai

Regional Hubs Mumbai: West & South IndiaDelhi : North & East India

Urban Activation

Winning Solutions

• Air Asia• Triumph• Triumph• Harley Rock Riders• Reebok Easy Tone• Idea Oongli Cricket• Idea• Philips• Budwiser• Reckitt Benckiser (Vanish)• Ibp• MAX Fashion Icon• Lipton• Total• Blacpower Whiskey (Tilaknagar Industries)• GreatWhite

• MAAC 24fps• IIFJAS• Audi + Tanishk• Mills & Boons• CFSI• Singapore International School• MAAC Toon Club• CNCB TV18• Reckitt Benckiser (Veet)• Olympus• TCI Foundation• Reebok Zigtech• Max Stores• Apollo Hospitals• Panoptes

Objective• To generate awareness about Air Asia’s launch in

Kerala • To generate hype prior to the press-launch in

Cochin

Target Markets• Cochin, I Trivandrum I Tiruchirapalli

Activity• Road-show & engagement games• Entertainment: Chendamelam drummers• Sales Offer & On-spot inquiries• House Boat as an innovation medium

End Benefit• Locations visited across cochin: 67 • Interactions (Cochin): 56,950 prospects• Brand awareness & Visibility for 7 days

House Boat Innovation & Road Show

Day 1

Objective• To generate awareness for Air Asia

Target Markets• Bangalore

Activity• Mall Activation• Large Led wall to play AA ads• Instant Gratification on Brand Engagement• On-spot sales & Offers

Objective• Promote End of Season Sale• Drive footfalls to the store

Target Markets:Mumbai I Delhi I Hyderabad I Bengaluru

Activity• Live Mannequins • Floating promoters wearing Leotard dress were

used to create a buzz, inform people and drive people to the outlet.

• Branded Arch gate• Magician for consumer engagement

End benefit• Activity generated lot of PR due to Live

Mannequins

Retail Innovation & Engagement

Objective• Launch of Mansion House Whisky

Target Markets• Mumbai & Hyderabad

Activity• Launch of Whisky Brand amongst retailers and

Dealers• Stand up act by Sunil Pal• Performances by Belly Dancers• Laser Show• Special AV unveiling the campaign

Brand Launch

Objective• Launch of two brands under Panoptes:

Panoptes Metrasens and Panoptes Secure.

Activity• Collateral Design: Brochure, Invites, Press

release, Stage Design, Audio Visual. • Event:

Conceptualization & Monitoring of the event with an active control on PR activity

End benefit• Attended by top government officials, eminent

radiologists, owners of leading malls, hotels and leading real estate players of the city.

• Coverage in leading dailies like Indian express, Hindustan times, Economic times, etc.

• Coverage in web portals like yahoo, rediff etc..

Brand Launch

Overview

• 24fps Awards has been organized by MAAC(Maya Academy of Advanced Cinematic)

• MAAC has successfully organized 24fps Awards for 6 years now.

Agency RoleWe were the sole marketing partners for 7th 24fps Awards

• On ground production• Marketing• Sponsorships• Media tie-ups

Event Inclusions• Performance by Prachi Deasi• Performance by Krishna Troupe• Hosted by Roshni Chopra

Award Show

Objective• Plan and execute India’s most prestigious Rock

Festival-Harley Davidson Rock Riders (Season II)

Activity• End to end planning & execution of the event

• HRR featured India’s best Bands• Parikrama• Split• Half Step Down• Circus• Thermal Quarter

Objective• To create brand awareness• To make the term ‘batting’ synonymous to

‘asking for a Blacpower Whiskey’

Activity• A batting challenge was conducted across the

city• Hundreds of people participated• The grand finale saw prize distribution as well as

dance performances

Overview• The pioneers of electrical switches in India-

Anchor have made a comeback with the launch of a new company ‘GreatWhite’

Objective• Conduct an on-ground activity to announce the

launch of GreatWhite

Activity• Royal Messenger to announce the launch of

GreatWhite• Royal Parade @ venue• Switch shaped Inflatables• Magicians• Greatwhite branding through flags, standees,

banners, placards, etc

Activity

Fashion Show

•Venue design including set-up, lights, etc•Choreography •Model sourcing•PR•Guest celebrity Zeenat Aman

Fashion Show

Target Market: Gurgaon

Activity

• Customer loyalty event for a mutual Customer base of Audi & Tanishq

• Sales platform for upcoming launches

Customer Loyalty Event

Event • Announce the winner of an on-ground writing

contest, thereby select a new writer who will further author the book for Mills & Boons

• Celebrate the 3rd Anniversary of this property

Activity• Event Planning & organization• Venue & stage décor/ lighting, etc• Food & Beverages

Anniversary Event

Objective• Create a platform for engaging kids• Showcase the best of the children films from

across 100+ countries

Activity• On-ground marketing• Promotions• Event Management• Sponsorship Management• PR• Collateral design, etc

Kids Engagement Event

ObjectivePlan and organize the Annual Day CelebrationEnsure participation from maximum number of students and parents

Activity• A theme based entertainment evening to showcase

student talent

End benefit• Students got an ideal platform to showcase their

talent amongst parent/ student/ teaching community

• Portrayed the school’s efforts towards complete development of students

Student Engagement Program (Annual Day)

Objective• Teacher engagement• Educating the benefits of animation for the

students

Activity• Traditional animation workshop for Art & Craft

teachers• 10 day RSVP activity reaching 120 schools• 2 day Animation workshop with guest lecturers

End Benefit• Engagement created amongst 80 Art & Craft

teachers from 67 different schools• Art teachers learned the benefits of animation

through participation in different exercise

School Contact Program

Objective• Launch of India’s Largest Search Service Provider

Activity• Launch Strategy• Launch Event• Celebrity management• Press conference• PAN India press coverage• Merchandizing support• Design collaterals

Objective• Max Fashion Icon 2011 (Auditions-Rehearsals-

Finale)

Activity

• 3000+ entries• Finals judged by celebrated fashion choreographer

Achla Sachdev• Amplification on Radio, Digital & Outdoor

Activity

• Carat Fresh handles Lipton’s on-ground duties across India

• Carat Fresh handles new on-ground launches for Lipton for all internal and external events

Brand Launch

Objective

• Establish the positioning ‘Bike Oil for Winners’ amongst the TG through an on-ground activity

Activity

• Road Show• Canter activity• Engagement Games

• Snakes & Ladders• Dart Game• Jigsaw Puzzle

• On-the spot sales

Road Show

Objective• To make prospects aware and try Reebok new

product called Easy Tone Shoes

Target Markets : Surat I Jaipur

Touch Points: Jogging Parks I Residential Societies I Malls

Activity• Trial Generation• Integration with Radio to generate awareness

amongst larger audiences

End Benefit• No of prospects contacted per day: 300• No of Trials generated per day: 50 – 60

Road Show

Objective• Promote ATL campaign ‘Idea Oongli Cricket’ aired

on television • Drive maximum SMS from Idea as well as other

subscribers. • Generate strong recall of Campaign SMS numbers.

Target Market: Uttar Pradesh (W) I Uttaranchal

Activity• A branded mobile van/ Road Show • Brand recall• Customized Oongli cricket games (on-ground)• Product education• Sales drive (for increasing daily SMS)

Road Show

Objective• Highlight the relevance of creating a movement

by forming groups • Generate encouragement to stand for different

social issues

Activity• Street play campaign across different towns in

Haryana

Target Market: Haryana

Road Show

ObjectiveGenerate awareness and target audience engagement

Target Market: Bangalore

Touch Points: RWA/ Apartments

Activity• Campaign: ‘The Wardrobe Challenge’

• Audience participation on wardrobe quiz

• Impact outdoor (dummy iron releasing steam)

• Integration with radio

Residential Contact Program

Objective• Reach out to various consumers across permit

rooms & bars. • Disseminate brand information to the relevant TG. • Generate Database & Maximize sales.

Activity

• The activity was conducted across ‘A’ list bars & restaurants in Karnataka, AP & Goa.

• A lucky draw contest was conducted amongst those who bought Budweiser.

• Consumers were educated about the brand. • All outlets were branded prior to the activity.

End benefit• On an average 25-30 additional beer bottles were

sold per outlet.• The same format was scaled up to Pubs &

Premium hotels as well.

Pub Activity

Objective• Generate Awareness • Induce Product Trials• Educate about the sales scheme

Target Market: Delhi

Activity• Retail Promotions (MTOs)

• Product education

• On-ground trials

• Instant feedback

• Driving sales scheme

Retail Activation

ObjectiveTrial Generation amongst the male conscious male audiences

ActivityPlan & execute mall activation across different cities

Mall Activation

Objective• Generate awareness about the Launch of MAX

store• Drive footfalls• Induce sales

Campaign• Hence the entire activity was designed around ‘Rs

599’ as the brand tag line is ‘Look good, Feel good… Fashion under 599’

Engagement• Max Make-over: Prospects invited for a makeover• Max Weight & Max Height:

• Prospect whose weight or Height was 59 won a MAX voucher

End Benefit• Footfalls generated over weekend: 8870• Total Sales over weekend: 10,95,441

Store Launch

Event• Launch of ‘Sugar Clinic’ by Apollo Hospitals on

World Diabetes Day

Venue: Apollo Hospital, Delhi

Activity• World Diabetes Day celebration

• Press launch of ‘Sugar Clinic’

• Inauguration by Wasim Akram

Brand/ Service Launch

Objective• Excite the TG to watch budget on CNCBC TV18• Target Audience engagement with CNBC TV18

Target Markets:Mumbai I Delhi

Activity• Corporate Contact Program• Cutout of Pranab Mukherjee was placed at the

venue (selected media agencies• Plasma TV was installed and branding done on the

same• Quiz contest (based on budget)• Winners take home freebies from CNBC TV18

Corporate Contact Program

Objective• Introduce Ready to use wax strips• Induce Product Trials/ Sampling• Request feedback from the TG

Target Market: Delhi I Mumbai I Bengaluru

Activity• College activation

• Product education to core audience

• Product sampling

• On-spot feedback

College Activation

Event • Photo Fair 2010• Photo Fair 2011

Venue• Pragati Maidan, New Delhi

Activity• Product launch• Trade exhibit• Fashion show• Workshop by Ajay Jain

(Renowned global travel photographer)

Exhibition

Event: Auto Expo, New Delhi

Objective• Create brand awareness of TCIF • Highlight the various initiatives undertaken by

them

Activity• Stall Design• Creative Support

• event logo unit• Brochure• direct mailer• CD sticker

• Event management services.

Exhibition

Rural Marketing

Winning Solutions

• Nokia: NLT Tools• Ecobus: Prasanna Travels• Idea

Objective• Promote ‘Nokia Life Tools’ (NLT)• Retailer & Consumer education on NLT• Encourage Sales

Target Markets• Rajasthan I Punjab I UP I Kerala • 3.5K – 10K population villages

Activity• Brand promotion• Product education & Demo services• Audience engagement• Sales: Retail & Consumer

End Benefit• Awareness Generated: 35000+ farmers • Total No of handsets sold: 7525• New retailers enrolled: 4965• NLT Training to Retailers: 10030

Objective• Generate awareness about ‘ECO BUS’ service• Position Prasanna travels as a quality public utility

transport

Target Market: Jalgaon

Activity• Pre-launch Hype generation through

• PR, Print ads, Posters, Leaflets, Radio• Launch coverage across major Newspapers and

News channels in Jalgaon• Print, Radio and Outdoor used for launch• Post Launch Interview with Mr. Patvardhan

(Owner)

End benefit• Posters : 100• No of leaflets distributed: 8000• Radio Spots: 10 days starting launch day• PR coverage across all major Newspapers

(Jalgaon)

Objective• Associate the brand with spirit of one language

Target MarketBihar I Jharkhand I MP I Chhattisgarh3.5K-10K Population Villages

Activity• Campaign Idea: Cinema Ghar• Movie screening across 1900 in a period of two

months• TVC inserts• Audience Engagement• Record Sales

Film Marketing

Winning Solutions

• Air Asia + Thank You • Olympus + Bodyguard

Background• Air Asia wanted to promote its property ‘Air Asia

Travel Fair where consumers would get best fairs from Air Asia

• At the same time, Movie ‘Thank You’ was about to release.

• Starcast of ‘Thank You’: Akshay Kumar, Suniel Shetty, Bobby Deol, Irfan Khan, Sonam Kapoor, Rimi Sen, Celina Jetley

Challenge:Air Asia: • Amplify the activity in the given budget• Drive footfalls to the activity

Movie ‘Thank You’: • Promote the movie• Drive more people to watch the movie

Target Market: Delhi I Mumbai (Phoenix Mills)

Our Recommendation to Air Asia• Tie up with the movie ‘Thank You’

Activities as a result of the Tie-up:• Co-branded campaign released in

Print Radio Outdoors (15 sites for 10 days)

• Contest launched amongst the TG.• Winners get a free merchandize from the ‘Thank

You’ movie• Visitors to the Fair also get to meet Suniel Shetty at

the property venue.• The movie star cast also get an opportunity to

promote the movie amongst the fans through appearance, merchandize, etc

Movie Association

Activity• Tie up of Olympus with the movie ‘Bodyguard’

Promotions as a result of the Tie-up:Co-branded campaign released in• Print• Retail

• POP• POS• Standee• In-store branding• In-store Commercials

Target Market: Pan India

Movie Association

Public Relation

Winning Solutions

• TimePass Digiplex• Bond: The Fun Bar• Baaya Designs• IBP• Sukho Thai• Total

Objective• Launch of TimePass media Pvt. Ltd in tier II & III

cities

Challenges• Unknown entity • Company not been listed • Sources of Funds confidential

Activity• Press releases (vernaculars in 5 states) • Interactions with the Managing director

• B2B magazines, film magazines, specific financials, vernaculars

End Benefit• Media Acceptance• Key messages highlighted • Positive response from the local partners • Enhanced sign-ups

Objective• Generate maximum visibility by creating unique

content for PR

Activity• Listings for live gigs, food and cocktails • Pub review columns• Industry Related stories for brand recall• Courtesy shoots

End benefit• Media Acceptance • Top of the mind recall amongst the consumers• Visibility amongst the best pubs in the town

Objective:• To promote Baaya Design’s offering and create top

of the mind recall• To focus on Consultancy services offered by Baaya

DesignActivity:

• Media familiarization• Product Listings• Profiling Shibani Jain ( MD & Founder )• Contributory articles on projects

End Benefit:• Increase in footfalls• Media Acceptance• Exclusive 2 page story for Shibani Jain with Society

Interiors magazine• Stories with TOI & Mid-Day for Axis Bank project

Lokmanya Sanjvarta - Pune

Vartaadeep- MumbaiObjective : Launch Indian Business PagesCreate maximum awareness by getting PAN India coverage Activity : • Drafted and disseminated the Press Release

indicating the Launch of Indian Business Pages with Juhi Chawla as the Brand Ambassador

Objective:• To promote SUKHO THAI ( The Thai Foot Spa ) as

Mumbai’s Best Foot Massage Activity:

• Spa reviews• Event Listings• Profiling Mr. Shailesh Patil ( Director)• Feature stories

End Benefit:

• Top 10 Best Spa story with India Today magazine • Exclusive profiling in Hospitality Biz magazine for

Mr. Shailesh Patil

Objective : To promote the free PUC Camps conducted for all the segments by TOTAL lubricants on World Environment Day Activity :

• Media familiarization• Event Listings• Press release dissemination• Interaction with spokesperson

Brand Consulting & Creative Services

Winning Solutions

• TIFY• TimePass Digiplex• Credila, an HDFC Ltd. Company• Tata Kisan Sansar• Tata Paras• Nunhems (Bayer)• WHO

ObjectiveTo recommend brand communication strategy along with creative's

ActivityRecommended brand communication strategy and created complete brand identity Kit which included:

• Brand Architecture,• Brand Positioning, • Brand Logo,• Packaging,• Marketing Collaterals &• Mainline advertisement: Print ads, Radio Jingle,

Television commercial• In the stage of conducting activation programs

for the brand.

Objective• Define category , positioning & communication

strategy of the brand• Provide communication support to the brand.

Activity• In order to nullify the competition from K Sera

Sera’s brand which had owned the category by calling their cinema chain as “Miniplex” we repositioned Timepass miniplex to Time pass “Digiplex”

• Defined positioning and the tone• Print Ads for inviting Franchisee

Objective• Define Positioning & Communication strategy of

the brand• To provide communication support to the brand.

Activity• Defined positioning and the tone• Planned a 3 phase campaign for the brand• Print Ads• Emailers• Posters• Banners• Mouse Pads• Danglers• Calendar, etc

Activity• Brand custodians for TKS, an innovative rural

retail offering

• Creative partners for launch and sustenance of various offerings under TKS

Activity• AoR for the country’s leading fertilizer brand

• Reaching out to the farmer through innovative ATL and BTL solutions

Activity• Communication consultants for the seeds division

Nunhems of the global giant Bayer

• Planning and designing of local and global marketing collaterals for the brand

Activity• Strategy consultants for UN’s health

agency

• Communication partners for marketing collaterals

Summarizing our scope of work…

Urban Activation

Rural Marketing

Film MarketingPublic Relations

Brand Consulting &

Creative Services

Thank You