CONTENT

Executive Summary

PAGE
NO.
2

Chapter 1
1.1
1.2
1.3
1.4
1.5

INTRODUCTION
Background and Scope
The Brand
The Client
Company Profile
The Brand Brief

3
3
4
7
9

Chapter 2
2.1
2.2
2.3
2.4

ABOUT THE COMPANY

Introduction
Historical Development
Vision, Mission of the company
Lines of Business

12
15
15
16

Chapter 3
3.1
3.2
3.3
3.4

THE BUSINESS PROBLEM

Task Assigned
SWOT Analysis
Product Portfolio
Solutions

19
22
23
24

Chapter 4

LEARNINGS AND KEY TAKEAWAYS

Bibliography

32
33

TABLE OF CONTENTS

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EXECUTIVE SUMMARY

This Project incorporates Brand Solutions for ITCs Aashirvaad Atta. Ideas and strategy had
to be formulated so as to integrate this brand with the magazines of Delhi Press Group. Delhi
Press is a major client of the company Business of Ideas.
The project majorly consists of Ideas and concepts that help communicate the brands
offerings and functional differentiators in a print based medium.
The media vehicles mainly consist of the following magazines by Delhi Press Group,
Grihshobha, Womans Era, Caravan, Alive.
Delhi Press has 36 magazines across 10 languages. The magazines selected as media vehicles
have been selected based on the Target Audience for the brand.
Ideas, thoughts and concepts showcased in the project are in the adherence to the Brands
requirement, as mentioned in their brief which includes the marketing and communications
objective.
Moreover, the Ideas mentioned are a property of the company, and thus are confidential in
nature. Hence, a few details regarding ideas and thoughts have not been showcased, as many
of these are in conversion mode, and thus confidential in nature.
The work done, which includes, secondary research, analysis, background study,
conceptualisation etc. have been mentioned in detail in the project.

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1. INTRODUCTION

1.1 BACKGROUND AND SCOPE:

The project focuses on providing Brand Solutions to the client. A comprehensive brief is
provided by the brand about its expectations and objectives. This brief is then forwarded to
Business of Ideas, which provides solutions and strategies in adherence to client
requirements.
The Scope of this project is to display and explain the work done for the client i.e. Delhi
Press Group, to provide Brand Solutions for ITCs Aashirvaad Atta. The strategies applied
and studies done for the brand are included in this project report.
The objective of the project, the study and the business problem are shared in further
chapters. Mentioned below is a brief background about the parties involved for this project
i.e. The Brand, The Client, and The Company profile of Business of Ideas.

1.2 THE BRAND: AASHIRVAAD ATTA

An excerpt from the webpage of ITCs Aashirvaad Atta
Aashirvaad Atta was launched on 27th May 2002 and within a short span has become the
number one in branded packaged atta across the country. Aashirvaad Atta is made from the
choicest grains - heavy on the palm, golden amber in colour and hard in bite. It is carefully
ground using modern 'chakki - grinding' process for the perfect balance of colour, taste and
nutrition which also ensures that Aashirvaad atta contains 0% Maida and is 100%
Sampoorna Atta. The dough made from Aashirvaad Atta absorbs more water, hence rotis
remain softer for longer.

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Aashirvaad is ITCs brand for kitchen ingredients and spices. Atta which means wheat
flour is more or less a necessity in every Indian household. The Indian bread i.e. roti is made
from atta.
The Brand Aashirvaad Atta has 3 product variants in the
market.

Aashirvaad Whole Wheat Atta

Aashirvaad Whole Wheat Atta has 0% maida and 100%
atta. This means you serve soft, fluffy rotis and a whole
lot of health and happiness.

Aashirvaad Select Atta

Premium quality atta, made from 100% MP 'Sharbati' wheat. Aashirvaad Select atta is made
from 100% MP Sharbati wheat that is harvested exclusively in 7 districts of Madhya Pradesh.
Here, the golden fields are sun-kissed to perfection and showered by the right amount of rain.
This is why each grain has a golden sheen and is heavier in feel.
Aashirvaad Select is prepared to give you the finest, softest and fluffiest rotis you have ever
tasted. The best of nature, with every bite!

Aashirvaad Atta with Multigrains

This all-new variant is designed to provide nourishment for people of all ages and is an
integrated mix of six different grains wheat, soya, channa, oat, and maize & psyllium husk
which gives a healthy option for the consumers.
Aashirvaad Atta with Multigrains is an excellent
source of vitamins which are vital in strengthening
immunity and extra protein content to improve body strength.
The extra fibre makes your food easier to digest; low content of saturated fat keeps your heart
smiling. And above all, it still retains the same great taste!

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1.3 THE CLIENT: DELHI PRESS

Delhi Press is one of the most diversified magazine publishing houses in India. Its portfolio
of publications include family-oriented, political and general-interest magazines along with
magazines for women, children and rural folk.

With 36 magazines in 10 languages, the group enjoys a strong reach in all regions of the
country. These magazines include some of the biggest names in the country like Grihshobha,
Woman's Era, Sarita, Saras Salil and Champak.

Delhi Press reaches out to more than 35 million readers. Most of the magazines published by
the group are leaders in their respective genres.

HISTORY:

Delhi Press was established in 1939 by late Mr. Vishva Nath. The Caravan, an English
literary magazine, was launched in the following year and became an immediate success,
enjoying wide readership in the country.

In 1945,Sarita, a Hindi monthly magazine, was launched. From the very first issues, Sarita
became the favourite household Hindi magazine. Sarita has remained the flagship magazine
of the Delhi Press that best captures the ideology of the group in fighting against
obscurantism and authoritarianism.

Over the years, the group has launched a number of magazines that have been just as
successful: Mukta, Champak, Grihshobha, Woman's Era, Suman Saurabh and Saras Salil.
In 2008, the group launched three new magazines and acquired two established titles. Today,
it publishes 36 magazines in 10 languages.
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READERSHIP:

Saras Salil(H) is the largest read magazine in India with a readership of 97,00,000

Grihshobha (Hindi) is the largest read women's magazine with a readership of

77,00,000

Champak is the most popular children's magazine with a readership of 40,00,000

Sarita, with a readership of 35,00,000, is amongst the most trusted family magazines

INFRASTRUCTURE:
The company's corporate office is located in central Delhi. There are 12 regional offices in
various state capitals across the country that serve as distribution centres and as editorial and
advertising offices.

DISTRIBUTION:
The group maintains contact with more than 3000 distributors and agents. There are 12
distribution offices in various state capitals.

To maintain the strength of its channel, Delhi Press engages in outreach programs with
partners at each level of the chain right till the morning hawkers.

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1.4 COMPANY PROFILE:

Business of Ideas is a marketing consultancy firm started in 2010 by Mr. Aditya Bhat, the
Founder and CEO of the organization. It is a 14 member young team, which deals with
Brands Amplification, Television Content IP creation & Films Marketing.
In terms of the past body of work, the company has done many Brand Building initiatives for
many conglomerates, the most recent being developing content for Reliance 4G brand Jio.
The Television work includes many Advertiser Funded Programs for GEC Channels.
Times of India is the biggest client with whom the company works on 4 aspects namely: IPs,
Medianet, Travel & Response. It is also the creative agency on board for executing their
beauty Pageant, Femina Miss India, which they have being doing for the past 3 years.
CSR is a new stream that they are building and have worked with several organizations and
individuals to create IP's that have a heart.
Other activities include:

Creation of Innovative Above The Line (ATL) Campaign Ideas which create effective
buzz about the varied products.

Conceptualisation & Execution of Innovative Below The Line (BTL) Activities in

order to engage the consumer and educate them about the benefits of the products.

Business of Print

The company is the agency on board for Times Groups Medianet division. (The
Biggest Conglomerates in Indian Media Industry)

Apart from Media net, they also service other verticals within TOI International
Travel & Response (IP creation and BTL plan for clients)

Create Intellectual Properties and other brand solutions for the client

Business of TV
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Create Original Non-fiction format & event properties for various General
Entertainment Channels & niche Channels

Create Advertiser Funded Shows (AFPs)

Since the past 3 years, they have been involved with the execution of Femina

Miss India-On ground (City Visits) & On Air (Sony Entertainment Television)

Business of Cinema

Non-conventional marketing for the film.

Low cost events, activities and promotions which create a lot of media buzz and
generates a lot of word of mouth

Multiple city visits for the film promotions

Business of Brands

Work with Multiple departments of Reliance Industries Limited

Have worked with companies across Industries (Automobile, Consumer Durable,

FMCG, Banking and Retail) to suggest key marketing strategies across all platforms
(ATL and BTL)

A complete Integrated marketing Plan for Brands

Business of Events

Product launches for brands across categories

Events encompassing every aspect of entertainment

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1.5 THE BRAND BRIEF: PROBLEM STATEMENT

Business Challenge:
To generate extensive trials for Aashirvaad Select among Branded Atta uptraders, Premium
Wheat users & Sharbati Atta users (who buy from Chakkis) by clearly establishing its
differentiated & premium proposition through creating awareness about the unique Sharbati
Wheat and its end benefits.

Communications Objective:
Aashirvaad is the No. 1 player in the Branded Atta segment in India. Its value added atta
portfolio consists of a premium offering called Aashirvaad Select. Aashirvaad Select is made
from 100% MP Sharbati wheat which is the most superior grade of wheat, grown only in
Sehore region of Madhya Pradesh (constituting less than 1% of worlds wheat production).
The speciality of this grain is its golden sheen, heavy weight and unbroken perfection.
Hence, dough made of Aashirvaad Select Atta absorbs more water while kneading and is
completely non sticky. Rotis made out this Atta are delightfully soft & remain softer for
longer. They offer a rich aroma and a sweetish taste, unlike any other offering in the market.

A key learning from the previous TV campaign for Aashirvaad Select (2011) was that the Ad
diagnosis at a variant level showed Branded Memorability of the variant Select to be
minimal. It was almost entirely attributed to the mother brand Aashirvaad. This was possibly
because the TVC focussed on generic attributes of roti (softness & mithaas) expected from
any type of atta.

Hence, the task now is to position Aashirvaad Select clearly as a premium-end offering from
the house of Aashirvaad; establish it as a separate, superior variant, different from
Aashirvaad Popular by explicitly highlighting the key USPs which differentiate it
sufficiently from usual/normal whole wheat atta.

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Target Audience:
The specifics of the Target Audience for the brand in question is as follows:
Female population
Age Group 25-44,
SEC A,B,C,
Regular users of Major Branded Packaged Atta brands
Who seek superior product quality at every stage of cooking and are willing to pay a price
premium for the same
Who appreciate & enjoy the finer taste in food and various other aspects of life

To register the following key message in the TG's mind:

Aashirvaad Select is made from the choicest Sharbati wheat grain which is the most

superior variety of wheat The best wheat money can buy!

Rotis made from Aashirvaad Select are incomparably soft and stay soft even hours
after they are made

The above given insights were given by the brand.

Furthermore, the communication has to carry one over-arching message which aims at
establishing the differentiation between Aashirvaad Select and other sharbati wheat atta
brands like Pillsbury Gold.

What is unique to ITC is its 4000+ wheat sourcing centres across India and wide network of
wheat experts, who work with the most seasoned farmers all year round.

Hence, only ITC is able to source the best Sharbati grains and it puts in immense effort to
ensure only the best grade of Sharbati wheat goes into the making of Aashirvaad Select.

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Thus the brand aims to achieve the following:

To improve the 'Total Awareness' & 'Ever Tried' scores for Aashirvaad Select
Also achieve good Imagery related responses-'Atta made from MP Sharbati Wheat' /

'Atta made from the most superior grade of wheat'

To establish and re-iterate that Aashirvaad Atta is of supreme quality, just like Basmati
is for Rice'

Factors to be considered:

To highlight the variant name Select and to avoid the mother brand name Aashirvaad from
dominating it too much (which is the case with the current packaging)
Enhance emphasis on the key product attribute - 100% MP Sharbati Atta
Establish it as a separate, superior variant, different from Aashirvaad Popular by
explicitly highlighting the key USPs of which differentiate it sufficiently from the normal
whole wheat atta sold in the Aashirvaad portfolio.

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2. ABOUT THE COMPANY

2.1 INTRODUCTION

Business of Ideas is a marketing consultancy firm started in 2010

Mr. Aditya Bhat is the Founder and CEO of the organisation.

It is a 14 member young team, which deals with Brands Amplification, Television

Content IP creation, Events Conceptualisation, & Films Marketing.

Business of Ideas believes in the philosophy of developing ideas and turning them
into something truly exceptional. Through fresh thinking and detailed execution ideas
are turned into measurable results.

Companys motto is to build powerful ideas that engage the many, not the few. The
company offers the best of their services to the client, whereby creating an enduring,
popular idea that solves a business problem, across channels and changes behaviour
both- online and offline.

The Television work includes many Advertiser Funded Programs for GEC Channels.

Times of India is the biggest client with whom the company works on 4 aspects
namely: IPs, Medianet, Travel & Response. It is also the creative agency on board for
executing their beauty Pageant, Femina Miss India, which they have being doing for
the past 3 years.

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Business of Ideas is the on-board Film Marketing Agency for Yash Raj Films, the
biggest production house in the country. Others like TIPS films, Dharma are also
major clients.

CSR is a new stream that they are building and have worked with several
organizations and individuals to create IP's that have a heart

Many such CSR driven IPs are in the pipeline in different stages of Ideation to
execution for a varied spectrum of clients which includes corporate firms, Brands,
Celebrities.

IPs and campaign thoughts have also been created by the company for Government
bodies including the BMC and Mumbai Police.

The Company also specialises in Event Conceptualisation and Execution. These

include promotional and On Ground activities for Films and Brands alike, Award
shows, Plotline and creative insights for TV Shows, both Fiction and Reality TV.

Other activities include:

Creation of Innovative Above The Line (ATL) Campaign Ideas which create
effective buzz about the varied products.

Conceptualisation & Execution of Innovative Below The Line (BTL)

Activities in order to engage the consumer and educate them about the
benefits of the products.

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Registered office

Business of Ideas,
1003, Aangan Bldg,
TV Chidambaram Marg,
Sion Station, Sion East,Mumbai-400022
India
Tel no: +91-22-65765556
Mobile no: +91-9004031134
Email: aditya@boideas.com
Website: www.boideas.com

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2.2 HISTORICAL DEVELOPMENT:

2010-The company was incorporated during the year by Mr. Aditya Bhat who is the
Founder and CEO of the organization.

In terms of the past body of work, the company has done many Brand Building
initiatives for many conglomerates, the most recent being developing content for
Reliance 4G brand Jio.

It is also the creative agency on board for executing The Times of Indias beauty
Pageant, Femina Miss India, which they have being doing for the past 3 years.

CSR is a new stream that the company is building and has uptil now worked with
several organizations and individuals to create IP's that have a heart. Most recent
efforts include CSR initiatives for Celebrities and Brands alike.

The Company has an ongoing relationship with major players in all fields which
includes Reliance, Yash Raj Films, Dharma Productions, Wizkraft, The Times Of
India, Endemol, Jyothy Laboratories to name a few.

2.3 VISION AND MISSION OF THE COMPANY

VISION:
The vision of Business of Ideas is to grow into the best creative and content company
in the world.
MISSION:
The mission of the company is to stimulate continuous 360 degree thinking in all
fields of their business and to come up with innovative and relevant ideas.

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2.4 LINES OF BUSINESS

Business of Prints:

The company is the agency on board for Times Groups Medianet division.

(The Biggest Conglomerates in Indian Media Industry)

Apart from Media net, they also service other verticals within TOI

International Travel & Response (IP creation and BTL plan for clients)
Create Intellectual Properties and other brand solutions for the client
Solely handle the Brand Integrations for India's Largest newspaper, Dainik

Bhaskar on the digital platform

Brand Integrations for Delhi Press Group, which has a wide range of
magazines.

Business of TV:

Create Original Non-fiction format & event properties for various General

Entertainment Channels & niche Channels

Have to their credit the maximum number of original formats on Indian

television in the past 2 years in the GEC space

Create Advertiser Funded Shows (AFPs) consisting of the following on all
leading General Entertainment Channels in India- Star, Colors, Zee for

Maruti, LG & Panasonic respectively.

Consulted on content creation for Channel V and Star World
Since the past 3 years, they have been involved with the execution of Femina
Miss India-On ground (City Visits) & On Air (Sony Entertainment Television)

Overall Activities:

Conceptualize Advertiser Funded Programs

Alternative Solutions for Ad avoidance

Special Vignettes and smaller TV properties

Televised IPs for various brands, which can be Annual properties for Brands.

All these Customized and based on product Positioning and Marketing

Objectives of the clients

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Business of Cinema:

Non-conventional marketing for the film.

Low cost events, activities and promotions which create a lot of media buzz

and generates a lot of word of mouth

Multiple city visits for the film promotions
They have in the past year done Players, Jodi Breakers,Aarakshan, Mere
brother Ki dulhan, Band Bajaa Barat, Teri Meri Kahaani, Shirin Farad Ki
Nikal Padi, Chakravyuh, Kya Supercool Hai Hum, Grand Masti, Jackpot,
Dhoom 3, Shudh Desi Romance, Hassi Toh Phassi, Gunday, Bewakoofiyaan,
Main Tera Hero and many other interesting films lined up in the next 6

months
Most recent movies for which the Company has done film marketing are Rani
Mukherji starrer Mardaani, and Parineeti chopras Daawat-e-Ishq

Business of Brands:

Work with Multiple departments of Reliance Industries Limited in capacity

of Marketing Amplification agency / Communication Specialists for
Reliance Digital, Reliance Trends, Reliance Brands, Reliance Vibrant and

Reliance Malls Division.

Have worked with companies across Industries (Automobile, Consumer
Durable, FMCG, Banking and Retail) to suggest KEY marketing strategies

across all platforms (ATL and BTL)

A complete Integrated marketing Plan for Brands
A recent few were, Society Tea, Baggit, Ponds etc.
This firm also receives brand briefs from their Print, TV and Film Clients for
the purpose of Brand Integration, recent ones were ITC, Good Knight, Hero
Pleasure etc.

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Business of Events:

Product launches for brands across categories

Events encompassing every aspect of entertainment
In the past the company has conceptualized and executed Samsung S4
Launch In India, Brand Integration of Movie Promotion (Chotta Bheem) &

Book
Launch (Bugsie), Promotional Events for Reliance Digital Express
A recent Event Conceptualised and Executed by this Company was the Mr.
India pageant , which was a success and got media coverage in The Times of
India and the TV channel Zoom

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3. THE BUSINESS PROBLEM:

3.1 TASK ASSIGNED:

The Brief received from the client i.e. Delhi Press was for Brand Solutions and
Integration for ITCs Aashirvaad Atta. The medium being print; an abundant
range of magazines, especially women centric ones, most of the solutions
provided and suggested are majorly print driven.
The thoughts and Ideas suggested are based on the brief sent by Delhi Press and
were rectified and polished to suit client needs.
Listed below in brief are the solutions given to the clients and the thought and
strategy behind them. As these Ideas are in conversion mode and are to be used
by the client, the Ideas cannot be discussed in detail.
Also, mentioned below are the communication objectives, the factors taken into
consideration as mentioned by the brand.

The Objective:
Aashirvaad is the No. 1 player in the Branded Atta segment in India. Its value added atta
portfolio consists of a premium offering called Aashirvaad Select. Aashirvaad Select is
made from 100% MP Sharbati wheat which is the most superior grade of wheat, grown
only in Sehore region of Madhya Pradesh (constituting less than 1% of worlds wheat
production). The speciality of this grain is its golden sheen, heavy weight and unbroken
perfection.

Hence, dough made of Aashirvaad Select Atta absorbs more water while
kneading and is completely non sticky. Rotis made out this Atta are delightfully

19 | P a g e

soft & remain softer for longer. They offer a rich aroma and a sweetish taste,
unlike any other offering in the market.

The Task:
To generate extensive trials for Aashirvaad Select among Branded Atta uptraders,
Premium Wheat users & Sharbati Atta users (who buy from Chakkis) by clearly
establishing its differentiated & premium proposition through creating awareness
about the unique Sharbati Wheat and its end benefits.

Key Factors:
To highlight the variant name Select and to avoid the mother brand name
Aashirvaad from dominating it too much (which is the case with the current
packaging)
Enhance emphasis on the key product attribute - 100% MP Sharbati Atta
Establish it as a separate, superior variant, different from Aashirvaad Popular
by explicitly highlighting the key USPs of which differentiate it sufficiently
from the normal whole wheat atta sold in the Aashirvaad portfolio.
To register the following key message in the TG's mind:

Aashirvaad Select is made from the choicest Sharbati wheat grain which is
the most superior variety of wheat The best wheat money can buy!

Rotis made from Aashirvaad Select are incomparably soft and stay soft even
hours after they are made

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The brand aims to achieve the following:

To improve the 'Total Awareness' & 'Ever Tried' scores for Aashirvaad Select

Also achieve good Imagery related responses-'Atta made from MP Sharbati

Wheat' / 'Atta made from the most superior grade of wheat'

To establish and re-iterate that Aashirvaad Atta is of supreme quality, just like
Basmati is for Rice'

Hence, the task now is to position Aashirvaad Select clearly as a premium-end

offering from the house of Aashirvaad; establish it as a separate, superior
variant, different from Aashirvaad Popular by explicitly highlighting the key
USPs which differentiate it sufficiently from usual/normal whole wheat atta.

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3.2 SWOT ANALYSIS

WEAKNESSES
Promotion and Communications effort not
convincing enoughto overcome reluctance
to try out new variants
Performance of Brand not upto the market

Strong distribution channels

Strong wheat procurement network
Large Market share in branded atta segment
High Percieved Quality
Multiple variants

STRENGTHS
OPPORTUNITIES

AASHIRVAAD
ATTA

Growing young working population,

thereby opportunity to tap this market
Increase in Family Income level opportunity of promoting premium variant

Higher margins offered by local brands

Low price points offered by local brands
Slow down in Economy

THREATS
FEATURES v\s BENEFITS:

FEATURES
Good quality atta for cooking
Produced using a high quality
process (washed grains and clean
grinding mills)

BENEFITS
Healthier and more nutritous option
to private labelled atta sold loose in
the market
Hygenically superior to all brands in
the market

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Augmented Product: Easy Availability and Brand assurance of ITC

Core Product: Atta which is pure and provides better nutrition and taste
Level of Involvement: Low Involvement
Customers Buying Behaviour: Convenience product

Product Mix
Width

FMCG, Packaging, Hotels, Agri-Business,

Information Technology

Product Mix
Length

Comes under the FMCG category Cigarettes,

Foods, Lifestyle retailing,Personal care,
Stationary, Safety Matches, Personal care
products

Product Mix
Depth

Categorized under the Foods division of FMCG

products: Product mix depth is Aashirvaad
SelectAtta ,Aashirvaad Whole Wheat Atta,
Aashirvaad Multigrain Atta

3.3 PRODUCT PORTFOLIO:

3.4 SOLUTIONS PROVIDED

The varied spectrum of Thoughts and Ideas provided as solutions to the client are as
follows:
THOUGHT 1: Sunehre Pal (Golden Moments)
Aashirvaad Select Atta is made from 100% sharbati wheat harvested exclusively in 7
districts of Madhya Pradesh. The Wheat is said to have golden fields of wheat, thus
giving each grain a golden sheen.
This thought focusses consumer attention on the Golden colour of the atta, thus
putting across the message of good quality assurance.
The concept includes contestants sharing their experience via stories/entries about the
Golden Moments they have spent with their family
A section in the magazine which discusses about the life of the families post the use
of Aashirvaad Atta & how the wholesome goodness of the atta has helped the
families get their mealtime bliss
Initial entries can be mock entries, unknown to the readers, thus encouraging them to
send entries. Prizes and gifts can be given to the entries that best explain the role of
Aashirvaad Atta in the Sunehre Pal that they spent.
This will act as a motivator for readers to send in their entries.
Media Vehicles:
Grihshobha
Womans Era
These are magazines under Delhi press group. As mentioned before in this report.
Grihshobha is a women centric magazine in 8 regional languages, while Womans
Era is in English, thus focussing on the Target Group, i.e. Female population, Age- 25
to 44, Sec A, B, C.

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THOUGHT 2: Then & Now

Functional differentiators always work well in promoting a product. A better strategy

is to give an emotional touch to a functional differentiator for the purpose of
marketing the product.
This Idea consists of showcasing the edge that Aashirvaad Select Atta has over
ordinary atta, albeit in an indirect way, through consumer storytelling.
Stories will be published about women homemakers discussing the time pre and post
the use of Aashirvaad Atta.
The discussions will highlight the major changes in their cooking, family eating
routines etc. In-turn showcasing the advantage in using Aashirvaad Atta as compared
to Ordinary atta. Special features of the Atta will be highlighted in these discussions
amongst women.
Media Vehicles:
Grihashobha
Womans Era.
Alive

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THOUGHT 3: Aaj ki Naari hai No.1

In the contemporary scenario, Women Empowerment is a topic that is bound to turn

heads and make readers take notice. In todays world, women making it big in every
field is a usual scenario on the urban front.
Success stories of such milestone achievers would work as a brilliant motivating
force for women in other sections of the society.
Media Vehicles:
Grihashobha
Womans Era
Alive
Caravan
A section in the above mentioned magazines will be titled as Aaj ki Naari hai No.1.
This section/beat of the magazine will recognise and felicitate women achievers from
the country. Women who are talented, ambitious, and inspirational.
The Women can be recognised and mentioned across various categories, i.e.
Entrepreneurs, Politics, Defence, Survivors etc.

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THOUGHT 4: Golden Sheen Awards

Award functions and felicitations create the kind of buzz that no other event can.
Awards not only bring recognition to the award winners but also to the Brands that
sponsor the event.
The key is to match the Award objective to the Brand philosophy/ Distinguishing
factors of the Brand.
This Idea revolves around the context of Awards to felicitate excellence and
achievements to the women of today in the country.
The Awards can range across a variety of categories i.e. Politics, Sports, Arts,
Science, Social Work, Dance, Films etc.
The Awards would get a widespread Print coverage in Delhi Press Magazines.
Felicitation in a special awards function laced with performances would create a buzz
like no other.

THOUGHT 5: Chef Ki Zubaani

For the purpose of this Idea, a well-known Celebrity Chef has to be roped in for their
expertise. A section in Magazines of Delhi Press will feature recipes and cooking tips
by this Celebrity Chef.
The recipes and cooking tips would feature the use of Aashirvaad Atta and its
variants. Various features and differentiators of the brand will be highlighted using
the section and the Chefs expert opinion, thus endorsing Aashirvaad Atta variants to
the readers.
The section will feature in every issue of magazines mentioned. These write-ups will
emphasise on the features of Aashirvaad atta and how is it more beneficial as
compared to Ordinary Atta.
Media Vehicles: Grihshobha, Womans Era
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THOUGHT 6: Aashirvaad Soft and Sweet Women

Women in every relationship dynamic have the image of the person who nurtures and
takes care of the people around. This attribute is linked to sweetness to the sharbati
taste of Aashirvaad Atta
Through entries readers will be asked to share their feelings of appreciation towards
these women in their life, be it their mothers, wives, friends, sisters, teachers,
secretaries etc.
A few mock entries about regular everyday women in the above mentioned roles will
be put up to encourage readers to send in their entries. Also a few celebrity examples
of a similar nature will be put in for the readers to relate with.
Media Vehicles:
Grihashobha
Womans Era
Alive

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THOUGHT 7: National Atta Face-Off

A blind test where people will taste rotis made out of various Ordinary atta available
and the ones made out of Aashirvaad would be their apparent choice.
They would prefer the soft rotis made out of Aashirvaad Atta and would prefer the
sharbati taste that they have over others
This event will have extensive coverage in Delhi Press magazines. A mock market
research result can be put up to unveil that Atta, which is the choice of India
Media Vehicles:
Alive
Grihashobha
Womans Era

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THOUGHT 8: Dr. Healthy

A mascot\fictional character helps readers and audience to relate better to the brand
personality. This character can either endorse the Brand or relate to the TG with
regards to the Brand offerings.
In this Idea, a fictional character Dr. Healthy is created. Dr. Healthy is a nutritionist
and dietician. He would regularly appear in issues of Delhi Press Magazines.
Apart from tips about a balanced diet, and nutrition tip of the day, Dr. Healthy will
focus on healthy styles of eating, correct proportion of food. He will also focus on the
importance of wheat in our diets.
The Articles would also feature the nutritional value and added benefits of
Aashirvaad Select Atta, thus promoting the product.
Media Vehicles:
Grihashobha
Womans Era
Alive

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THOUGHT 9: Ab Kis Kaam Ki Chakki

Indian tradition involves wheat grains to be stored in bulk at home and then to grind
it in a chakki to get flour for roti.As Aashirvaad Atta puts an end to that facet of life
, the Chakki is deemed useless
This will be an interactive activity in the magazine wherein people will be asked to
suggest different innovative use of CHAKKI as it is now out of use.courtesy:
Aashirvaad Select Atta
The most innovative and appealing answers stand a chance to win a lucky prize from
Aashirvaad Atta.
Answers can be on the lines of: use chakki as energy source, I grind my stress in
my chakki now etc.
Media Vehicles:
Grihashobha
Womans era

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4. LEARNINGS AND KEY TAKEAWAYS:

The above mentioned collection of Ideas are the ones shortlisted after brainstorming and
discussions with the client.
The following was learnt in due course while doing this project:

1) Research: Secondary market research for the brand and medium is crucial to
understand current market position, prices, packaging etc.

2) Competitor mapping: Mapping competitors hold and position in the market is a

crucial aspect as far as Brand Solutions and Integrations are concerned

3) Brand Philosophy: It is imperative to know the Brand philosophy in order to integrate

the Brand in a particular medium. Integration for the Brand depends on the Brand
philosophy, which defines the TG, stakeholders, and decision makers

4) Mode of Business: The methodology and functioning of the companys dealing

process, its client servicing approach were understood during the due course of the project

5) Pitching an Idea: The most crucial part of obtaining business for the company is
impressing the client about the Marketing Idea in discussion, for this purpose the
packaging, i.e. the way the Idea is presented is important.

6) Creativity: The more it is pushed, the more the brain helps think put of the box. This
quality was encouraged and nurtured at Business of Ideas. The Business of the company
is selling ideas and providing solutions, thus making creativity the biggest asset and an
important quality
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5. REFERENCES:

Brief provided by client proved to be a great source of reference

http://www.aashirvaad.com/Aashirvaad-Atta.aspx
http://shaktibhog.tradeindia.com/
http://articles.economictimes.indiatimes.com/2011-04-

12/news/29409932_1_punjab-mandis-quintal-bumper-wheat-crop
http://www.itcportal.com/businesses/fmcg/foods/aashirvaad.aspx
http://articles.economictimes.indiatimes.com/keyword/aashirvaad
http://delhipress.in/product.aspx

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