Abhishek Gupta | Aesha Das | Amrita Varma

Chirag Sharma | Harsh Doshi | Nishad Joshi

Philip Vijay | Radhika Agarwal | Saharsh Jhunjhunwala

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1

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8

Notice

Think

FeelAct

Share

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1

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Be on Top of the Mind

Build Brand Awareness

Build a Relatable BrandIdentity

Convey a DetailedMessage

Generate Excitement

Brand Loyalityenhancment

Drive ProductExperience

Generate an Action

Building a coumminity

Create word of mouth

Notice

Think

Act

Share

Feel

From the radar graph of the tasks it is clear that

our TG have scored less on the Act, Think and

Notice task. Thus we need to surround our communication to cater these tasks by

targeting to the sub-tasks under them.

NOTICE THINK ACT

Total Wtd Score: 42

So the effective

Frequency should

be 3+ for TV

Day -10 Advertisements in dailies

creating a bit of buzz

about the challenge.

Top national dailies with

school supplements.

Day -5 Re Reminders for the

challenge in the dailies.

A reminder of the

upcoming Bournvita

challenge launch.

TVC Launch about the

upcoming plan.

Daily TVC on all major

GEC, Kids channels.

Mothers and kids are

viewers of these

channels in particular.

Tiger Moms: 28-45 years. SEC A, SEC B. Kids aged 8-14 years

Objective: To create awareness about the challenge in place.

Radio Advertising about the

upcoming race and RJ

mentions about the

whole concept.

The time slots would be

evening times, from 4-8

P.M, when the majority

of slots will be bought.

As this the women

come home, children

go for tuitions.

5 Days before the

event.

There will be updates

on the Digital media, in

terms of YouTube,

social media.

OOH to create

awareness about the

upcoming challenge.

The OOH will be put up

across the cities, near

major schools and

picnic spots.

Day 0 - 7 TVCs rolled out –

„Are you ready for the challenge?‟

The ad slots would be bought and more

frequency will be between 3-8 PM. The time

moms and kids see more television. All major

GEC‟s and kids channel.

Communication will be started on radio. There will

be

RJ mentions about the cool challenge and what

people have been doing in the videos uploaded.

Again the focus would be between 4-8 PM.

Internet/social media. Slots in

YouTube, contextual ads,

FB ads.

Day 0 - 7 Another reminder on the

national dailies.(Anchor ads, asking

people to take the challenge)

Vehicle: National Dailies, Day 1 and Day 5)

Tasks will be put up on social media. Told about in

TV, Radio ads.

Day 7-14 Second set of tasks and these will be promoted

in the same media as before.

Day 15-21 Third set of tasks

rolled out.

The same set of OOH

earlier used would be used to changed

saying if you have taken the challenge.

Day 22-26 Keep the communication going. Shortlist the

winners and notify them about the Amazing Race.

The TVC will continue, along with radio and

newspapers. Countdown timer about the days till

winners are declared and race begins.

OOH will be discontinued post this.

Day 29-35

Amazing Race Web Series that will be telecast on YouTube.

RJ Mentions about the how the competition is going on.

Facebook polls about whom is the favorite pair to win.

Paid articles to cover the event in print and TV.

In Print and TV channels, every 3rd day.

In TV channels, this would be coverage in

News channels.

The generic „Har mod pe Jeet‟ TVC will return

Day 36-37 TV, Radio, Print

coverage about the winners.

Post Amazing Race TVC featuring the winner pair.

Online ads about their journey in the

race.

How the mom helped the kid grow

and win at every stage.

Communication

Idea

“Jeet Har

Mod Pe”

Previous ad

campaign: “Taiyari Jeet Ki”.

Focussed on preparing the children for various challenges.

With current campaign we are assuming that children are prepared for challenges and now it's the time

to perform.

Bournvita provides the a platform to perform and

showcase their talent.

Shortlist children

and their mother for

“AMAZING RACE” Tasks need to be performed

together and the winners would

be given scholarship by

Bournvita.

Race will start with a glass of

Bournvita. All the shortlists

will be given hampers

from Bournvita.

Students appearing

for Board Exams, Xth and XIIth,

gets to drink a hot mug of Bournvita,

after showing their ID Cards.

After their return they are asked

about how was the paper and they

get a chance to take a photo with

Bournvita, „Jeet Har Mod Pe‟ creative background and gets

tagged on Facebook. Board Exam

Mein

Jeet

Communication

Idea

“Jeet Har

Mod Pe”

Communication

Idea

“Jeet Har

Mod Pe”

Bournvita sponsored games for

mother and kids. Games such as Mini Cricket, Mini Golf,

Badminton, etc. that mother and kids play together will be evented.

Bournvita official captures small videos of boys and girls saying how

his/her mother prepares her for victory in every phases of life. Compilation of all videos will

be broadcasted on multiple media.

Bournvita is

served cold in the end

of the event to all.

The whole event is captured

and promoted on social media.

The event will take place in

schools during mother‟s day.

Every mother gets a Bournvita

hamper with a special message

by his/her kid. This can take

place in 8 to 10 cities

in 2 to 3 schools

per city.

Thank you!!