Digital MarketingThe Future is Now!

About YRALS• Set up to create social media campaigns for brands on an ROI Basis in 2008

• YRALS was founded by Jaideep Bir along with an angel investor and has a 30 member team in Mumbai

• YRALS executes SMO in two formats: – Qualitative Engagement– Quantitative Traffic

• YRALS also specializes in creation of web properties for Brands that enhance interactivity and build Brand loyalty

• The company has executed Social Media campaigns for over 50 clients across sectors including:

Media | BFSI| Automobiles | FMCG| Mobile|Technology | Food & Beverage

Products & Services

Product Suite

• Websites

• Banners

Product Suite

Dramarama – Desperate Housewives Website

Product Suite

Dramarama – Desperate Housewives• Interactive micro-site for STAR WORLD to promote the different shows in India• The concept was unique in that the various shows were seen as different

billboards at times square• Clicking on a billboard takes the users to a unique experience based on the

show

Dramarama – Knight Rider Website

Product Suite

Dramarama – Knight Rider• Interactive micro site for STAR WORLD to promote the different shows in India• The concept was engaging as an experience of sitting inside the Knight Rider

car• The steering moves as the navigation & some of the in – car gadgets (stereo,

LCD, etc) came to life• Videos played on the windscreen of the car as the perspective moved upwards

Revival of the Tata Indica Vista

Product Suite

Tata Indica Vista – Revival

• Launch of the Indica vista included a 3D model of the car which came on & zooms towards the user

• The reveal launches as user initiates by ‘changing’ gears

THE INDICA VISTA ‘CHANGES EVERYTHING’

3D Tata Indica Vista Website

Product Suite

Tata Indica Vista – Site

• 3D model of the car in the centre with 4 bubbles around• The 3D experience takes users around the car in a fluid

motion revealing a certain angle & section of the site• Site included feature lists, social connect & a virtual T.D

HDFC Faster ATM’s Website

Product Suite

HDFC Bank – Faster ATM’s• A micro site around the new brand campaign ‘FASTER ATMS’ allowing users to

execute their favorite (most used) ATM transaction • The site included videos, games, animated spoofs & a topical quiz all within the

experience of an ATM machine

Websites - Pricing

Features Small Medium LargePages / Sections / Tabs < 6 < 10 < 15

Analytics No Yes YesBlog No No YesFlash No No YesHTML Yes Yes OptionalCMS No No Yes

Design Customization No Yes YesFB Fan Page No No Yes

Twitter Account No No YesTimelines (Working Days) 4 6 8 - 10

Pricing INR 50,000 100,000 200,000

Pricing $ 1,070 2,140 4,280

Product Suite

Tata Tea Banner – Yahoo (160 x 600)

Product Suite

Tata Tea Banner – Yahoo (300 x 250)

Product Suite

Tata Tea Banner – in.com (728 x 90)

Product Suite

Channel [V] Exhausted Banner – Yahoo (160 x 600)

Product Suite

Channel [V] Exhausted Banner – Yahoo (300 x 250)

Product Suite

Channel [V] Exhausted Banner – in.com (160 x 600)

Product Suite

Product Suite • Applications

• Games

Applications

• Applications are tactical engagement vehicles brands can use within social media to enhance their communication with the TG• Since this is a permission medium, apps can play a vital role in maintain relationships with consumers and don’t have the typical thresold barriers of registraion• The ability to laser TARGET further enhances the potency of the applicaiton

Product Suite

Product Suite

Axe Ur Ex is a Facebook application for users to play a game based on the show concept. Application has virality built in

Channel V - Axe Ur Ex

Product Suite

Channel V - Axe Ur Ex

3 Steps:

1. User selects Ex from his/her Facebook friends list2. Selects a picture to post as the target3. Shoots axes to hit Bulls Eye

Product Suite

• Facebook application for users to play a game fantasy league around show participants (PROFESSIONAL SINGERS)

• The application had several tasks built in making a deep SOCIAL GAME

• Played by over 10,000 users in 3 weeks

Music Ka Maha Muqqabla Application

Product Suite

• Create team and select members

Music Ka Maha Muqqabla Application

Select Your Leader Select Your Team Members

Product Suite

• Invite friends and manage team

Music Ka Maha Muqqabla Application

Check the Leader Board

for your teams’ performance

Product Suite

Music Ka Maha Muqqabla Application

• Tasks Games, Quizzes to enhance score

Memory Game Quiz on Players

Product Suite

• User would select a friend & ask them provocative questions and make them tell the truth

• Mutual friends would be invited to verify the same and the Truth Quotient of the Friend being tested would be published to all the newsfeeds

• The App reached 40,000 users over 3 months across the brand site, Facebook and Orkut

Sach Ka Saamna Honesty Quiz Application

Product Suite

Sach Ka Saamna Honesty Quiz Application

Step 1: Select a FriendStep 2: Select QuestionsStep 3: Select mutual friends to verify

Product Suite

• Application created around Valentine’s Day Theme targeting Young Women• The App was a typical Personality Quiz format for users to find out what kind of Valentine

they were and publish their Type• The application cleverly plugged in the product to help girls pick the right color shades

from Maybelline to COLOR THEIR VALENTINE• The App reached 6,000 users over 7 days before Valentines day

Maybelline Color My Valentine

Product Suite

Maybelline Color My Valentine

Step 1: Answer QuestionsStep 2: Get Results & Publish to newsfeedStep 3: Invite Friends

Zee TV – Dance India Dance Reality Show

Product Suite

• Image Tagging App that auto tags a users friends• The Creative used was a collage of 30+ Bollywood stars in their BEST known Dancing Poses• The names for the various characters we appropriately chose, so users could tag friends according to

their unique style• Notifications and Newsfeed posts were enabled to help the app viral further• The app reached 20,000 users during a month long promotion

Zee TV – Dance India Dance Reality Show

Product Suite

Step 1: Add application and select friendsStep 2: Tag friends as different charactersStep 3: Publish & Invite Friends

Applications - Pricing

Sr No

Application Type Cost of Applications INR

Cost of Applications $

Timelines

1 Quiz Application (Tata Manza, Dance India Dance)

150,000 3,200 12 Days

2 Application that involves ratings, aggregation of scores and heavy logic (Sach Ka Saamna, DPL)

300,000 6,400 30 Days

3 Applications that involves random result. (Fortune Cookie, photo of the day, friend of the day)

175,000 3,750 18 Days

4 Application that involves image and video mashups (slide.com)

500,000 10,700 25 Days

5 Application that involve adver-games 200,000 4,280 25 Days

6 Action based Applications (Gifts, Challenges)

200,000 4,280 15 Days

Product Suite

Channel V – Exhausted

Product Suite

• Channel [V] launched a new show called exhausted that needed participants to perform several tasks continuously within limited time

• The game was created to simulate this experience by making a user click on the ticking clocks that are dimmed and brighten them

• The more the clocks ticked, the greater the score and position on the leader board

• The game was played by 15,000 users during the 3 week activity

Game-play: Clicking on the dimmed clocks within 60 seconds.

Zee TV – Jhansi Ki Rani

Product Suite

• Game created to engage users around TV show Jhansi Ki Rani on Zee TV• Each level was based on the different stages of the life of the historical figure with a relevant

game-play and challenge• The game engaged over 30,000 users playing it during the month of the activity

Zee TV – Jhansi Ki Rani

Level 1

Level 2

Product Suite

Level 1: Early signs of identifying the Warrior within. Spotting weapons in places like the kitchen. Users had to find different weapons in an intricate creative of Jhansi being for to learn cooking in the kitchen

Level 2: Training as a warrior, Jhansi would often sneak away to learn the art of using various weapons. Users need to collect various weapons as Rani, on a horseback, symbolic of her training

Zee TV – Jhansi Ki Rani

Level 3

Level 4

Product Suite

Level 3: Being an administrator as she was pushed into the role. Users need to identify the true advisors in a court of ministers by matching the right pairs

Level 4: The Finale War where Jhansi Ki rani leads the charge against the British. A chance for users to reverse the history books and shoot the opposing soldiers with arrows

Star Movies – Indiana Jones

• Game created to engage users around 3 Indiana Jones films being aired on Star Movies• Each level was based on a different film with a unique Gameplay and challenge• The game was a great success with over 40,000 users playing it during the month of the activity

Product Suite

Star Movies –Indiana Jones

Level 1

Level 2

Level 3

Level 1: Indiana Jones and the raiders of the lost arc. The user will need to overtake the enemy and avoid obstacles in the path which will slow the user

Level 3: Indiana Jones and the Kingdom of the Crystal Skull. Users had to kill all the skeletons before time runs out to escape the self-destructive structure.

Level 2: Indiana Jones and the Temple of Doom. The user would need to acquire the chankara stones by matching the coloured pairs. (Memory Game)

Online Game for HDFC Faster ATM’s

Product Suite

• HDFC Bank launched a new facility for users to execute their favorite transactions in one one step process

• The game brought out this feature as a user needs to drive to the airport with limited time and needing to stop at the ATM

• Depending on the choice of transaction at the ATM the user could reach the airport in time• The game was played by 20,000 users in a month

Game-play: Driving around the city, maneuvering around pedestrians

Games - Pricing

Features Small Medium LargeLevels 1 1 4

Game plays 1 2 4Scoring Static Dynamic Dynamic

Leader board Yes Yes YesAnalytics No Yes yes

Game hosted on FB Fan Page No Yes YesGame Promotion 1,000 clicks 2,500 clicks 5,000 clicks

Timelines (Working Days) 8 12 15 - 20Optimization and browser

compatibility No Yes Yes

Pricing INR 1,50,000 2,50,000 5,00,000

Note: All games will be made using Flash

Pricing $ 3,200 5,300 10,700

Product Suite

Product Suite

•Viral

•Comic

Zee TV - Dance India Dance

Product Suite

• Zee TV launched a new dance show called Dance India Dance for enthusiasts to execute their talent

• The Video Viral brought out this feature of the Dance Show

Online Comic Strips For Star Plus - Perfect Bride

Product Suite

• Star TV launched a new reality show called Perfect Bride in which contestants male and female would find their perfect match at the end of the show

• Created an online comic strip, that had funny conversions between the Mother & Son

Video Virals - Pricing

Features Small Medium LargeSeconds 45 - 60 90 - 100 150 - 180

Activation of video on all Video sharing sites Yes Yes Yes

Video View Report No No YesVideo Viral Promotion 1,000 views 2,500 views 5,000 views

Analytics No Yes YesViral hosted on FB Fan Page No Yes Yes

Timelines (Working Days) 10 15 20Optimization and browser

compatibility Yes Yes Yes

Pricing INR 1,50,000 3,00,000 5,00,000

Pricing $ 3,200 6,400 10,700

Product Suite

Product Suite

• Fan Page Maintenance

Fan Based - Orkut & Facebook Groups & Twitter

Product Suite

Sach Ka Saamna – Fan Page

Product Suite

Sach Ka Saamna – Group

Product Suite

Tere Mere Beach Mein

Fan

Page

GroupProduct Suite

Zee TV- Jhansi ki Rani

Fan

Page

GroupProduct Suite

Fa – Feel Good Freshness

Fan

Page

Product Suite

Fresh & Honest

Fan

Page

Product Suite

Pepsi What’s Your Way?

Fan

Page

Product Suite

Rock & Hills - Lavasa

Fan

Page

Product Suite

The Vista Surprise

Fan

Page

Product Suite

Cadbury Dairy Milk Silk

Fan

Page

Product Suite

Toyota Etios

Fan

Page

Product Suite

Pass the Josh

Fan

Page

Product Suite

Jaago Re! Khilana Bandh Pilana Shuru

Fan

Page

Product Suite

Zara Nachke Dilkha

Fan

Page

Product Suite

Fan Based - Orkut & Facebook Groups & Twitter Pricing

No. of Fans 1 month 2 months 3 months

INR USD INR USD INR USD

2000 56 1.20 51 1.10 NA

3500 60 1.30 56 1.20 51 1.10

5000 65 1.40 60 1.30 56 1.20

10,000 NA 65 1.40 60 1.30

Timelines

Product SuiteProduct Suite

•Cost Per Click - CPC

Product Suite

Process Flow on Social Media

Product Suite

CPC – Cost Per Click

Online Report

If you have a landing page/Website and want to drive traffic and create awareness, a CPC campaign is the right choice for you

Product Suite

• Traffic Generated is Targeted using keywords, for the brand, competition and the TG• Reports are real time and online• The seeding process also helps SEO via link-backs to the site on other sites

Brand Name: Guten Appetit India Campaign Name: GAICampaign Duration: 1 Month

Brand Name: Kingfisher WorldCampaign Name: IPLCampaign Duration: 38 DaysClicks: 30,000

Brand Name: Tata IndicomCampaign Name: Second LifeCampaign Duration: 1 MonthClicks: 7,000

Brand Name: ACSCampaign Name: ACSCampaign Duration: 1 MonthClicks: 12,500

Brand Name: BajajCampaign Name: Bajaj XCD 135Campaign Duration: 1 MonthClicks: 7,000

Brand Name: Aloo Chaat MovieCampaign Name: Aloo ChaatCampaign Duration: 45 DaysClicks: 26,000

Product Suite Cost Per Click

Brand Name: FoxCampaign Name: Slumdog MillonaireCampaign Duration: 1 MonthClicks: 5,000

Brand Name: Tata IndicomCampaign Name: Photon Plus (Giz Guru)Campaign Duration: 1 MonthViews: 12,000 Visitors

Brand Name: Tata IndicomCampaign Name: Hello HelloCampaign Duration: 1 MonthClicks: 3,000

Brand Name: IntelCampaign Name: Intel RockstarCampaign Duration: 1 MonthClicks: 40,000

Brand Name: IdeaCampaign Name: Cricket FeverCampaign Duration: 1 MonthClicks: 5,000

Brand Name: BajajCampaign Name: Pulsar 220 DTSiCampaign Duration: 1 MonthClicks: 20,000

Product Suite

Cost Per Click

Brand Name: Tata IndicomCampaign Name: Photon Plus/ Speed Ka Baap Viral VideoCampaign Duration: 1 MonthClicks: 8,000

Brand Name: Star PlusCampaign Name: Sach Ka SaamnaCampaign Duration: 1 MonthClicks: 40,000

Product Suite Cost Per Click

Brand Name: MicrosoftCampaign Name: Windows Live PlanetCampaign Duration: 1 Month

Windows Live Planet - Microsoft

Registrations of 33,250 Users

Product Suite Cost Per Lead

Brand Name: Star WorldCampaign Name: Dramarama - Knight RidersCampaign Duration: 1 MonthClicks: 40,000

Brand Name: Tata TeaCampaign Name: Jaago Re - KBPSCampaign Duration: 1 MonthClicks: 10,000

Brand Name: Zee TVCampaign Name: JKRCampaign Duration: 45 DaysClicks: 25,000

Brand Name: HPCampaign Name: Green NovationCampaign Duration: 2 MonthsClicks: 50,000

Brand Name: Star PlusCampaign Name: Star PlayerCampaign Duration: 45 DaysClicks: 12,000

Brand Name: HPCampaign Name: Green Novation P2CCampaign Duration: 2 MonthsClicks: 50,000

Product Suite Cost Per Click

Ad Unit – Comparison

Typical Site Layout

Typical Banner Ads

Social Marketing Ads

ROI - Comparison

Typical Media PlanAssuming Spends of Rs. 600,000

CPMCPM 100 X INR 100,000 = 1 million impressions X 0.5%

CTR = 5,000 Clicks CPC = 20

Assuming Google CPC• Average Campaign CPC = Rs. 10• Typically only 75% of views reflect as VISITS on

analytics. 25% Bounce off.• Hence average Cost / Visitor rises to Rs. 15.4

Social MarketingAssuming Spends of Rs. 600,000

CPCCPC 10 X INR 100,000 = 10,000 Clicks X 80 (Non Bounce)

= 8,500 CPC = 12.5

CPC – Pricing

Product Suite

Clicks Gross CPCIndian Traffic

(INR)

Gross CPCInternational Traffic

($)

Up to 50000 10 $0.40

50001 - 99999 9 $0.30

100000 - 199999 8 $0.20

200000 - 399999 6 $0.10

Product Suite

•Online Video Views

Online Video Views

Product Suite

Videos are optimized & uploaded to all video sites1

2Appropriate and catchy Titles, Descriptions & Tags

Optimization

Titles Descriptions Tags

Online Video Views

Product Suite

Online Video Analytics - Yrals Proprietary Tool3

4Promote On Relevant Sites

How does it work on • Promotions:

• Video Reponses• Add comments (Post) to related videos• Send videos to most Subscribed users

• Add Annotations:• Track (Stats):

Product Suite

Online Video AnalyticsYrals Proprietary Tool

Product Suite

Product Suite

Online Video AnalyticsYrals Proprietary Tool

Video Views – Pricing

• A Video View Campaign would include 2 parts

- Activation of videos across all video sharing sites - Promotion of the videos to increase video views

• Pricing of a Video View Campaign is dependent on the following factors- Number of videos- Type of video (Viral, TVC, Episodic videos, etc.)

• Video Views are in the range of INR 8 per view

Product Suite

Our Clients

Product Suite

Our Clients

Product Suite

AUTO

BFSI

EVENTS EDUCATION

Our Clients

Product Suite

FOOD & BEVERAGE

FMCG

Our Clients

Product Suite

FILM & TV

MOBILE

Our Clients

Product Suite

TECHNOLOGY

MISC.

Connect With Yrals

Address:D1, Pioneer Heritage II, Daulat NagarOff S V Road, Santa Cruz(W)Mumbai - 400 054. Maharashtra

Call : +91-22-2661 5764

Mail : contact@yrals.com

CEO: Name: Jaideep BirMail: Jaideep@yrals.com

Social Media Head:Name: Rochelle PereiraMail: Rochelle@yrals.com

Business Development Team:Name: Nabeel MerchantMail: Nabeel@yrals.com