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Anchor Fans- We work hard so you

achieve better

Group 02
Lloyd Fernandes 2017026

Mayonka Mukherjee 2017029

Mayur Gumasta 2017030

Nikhil Gauns Dessai 2017033

Pooja Roy 2017035


31/10/18

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Part A - Strategy

1. Explore the current IMC campaign for the brand. Evaluate the brand’s current position.

The current IMC campaign for Anchor fan is “Soch Badlo, hawa toh badaltihi rahegi” has
been conceptualized by Brandwiz. So, this campaign appealed to the target audience not
from a utility perspective but it addressed social causes like littering, birthday party in an
orphanage kind off aspects. In addition, Anchor took a dig at Havells previous campaign by
incorporating the punch line “Soch Badlo, hawa toh badaltihi rahegi”. The campaign, which
includes three films, was shortlisted as a finalist for IndIAA awards in the consumer durables
category.

The Channels adopted for this campaign were


 Television
 Digital media & Social media platforms

The campaign had 3 videos launched of social media sites like YouTube and they were also
aired on the television network.

Social Media Platforms

Video 1: https://www.youtube.com/watch?v=b2VUupSKP8g

This 40 seconder video talks about the change in the mindset one should bring in
to help against littering, and Anchor fan is subtlety introduced in the frame just
playing a supporting role.

This campaign managed to generate 698,185 views on YouTube.

Video 2: https://www.youtube.com/watch?v=-KaoA6nxGaM
This video talks about how a child has the maturity and empathy to decide to celebrate his
birthday in an orphanage, like the above video the fan plays just a supporting role and little
focus is put on it.
This campaign generated 614,354 views on YouTube, which is the highest of the three
videos launched

Video 3: https://www.youtube.com/watch?v=_48IiE3-Pzc
This video promotes against drinking and driving and the way Anchor fans is introduced in
the picture is quite subtle. This video has the lowest number of views at 600.

Overall Anchor has a very low brand presence on the social media platforms like YouTube,
with a mere 1.1 k followers on their official brand page.

The above videos were also launched on their Facebook page which has 21,023 followers.
But the response in terms of views, likes and comments were poor. In addition to the videos
a couple of creatives were also launched on Facebook.

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Their presence on other social media sites is negligible. This campaign from a creative point
of view was on point, but it could not effectively reach and influence the consideration of
the masses.

1. Reposition your brand with a simple statement.


Keeping in mind how the brand tends to lean towards subtlety in most of their previous
campaigns, we decided to keep the brand integration subtle in repositioning.
The repositioning statement is “We work harder, so you achieve better”.

2. Write a Communication Strategy Statement.


To enhance the brand image and awareness by developing an emotional connect by
constantly working hard for the consumer's betterment

3. Write an Advertising Strategy Statement.


Anchor will reach out to every single household, with its extensive media campaign
through mass media channels.

4. Write a Creative Strategy Statement.


Showcasing the fan as an unsung hero by sutblely integrating the fans reliable
performance by drawing parallels with your support system (family, friends etc) so you
achieve better

Part B - Execution

1. A Newspaper/Magazine ad/campaign:

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2. TV: Audio-Video script

Tv Ad 1: https://drive.google.com/open?id=1DpJOjDOBP6lrkKNSEBtWOYOcUPnjkmVx

This is the video ad which will be used for Youtube and social media promotions. The
same will be used in a compressed format (approximate 30sec) as a television
advertisement.
The message is that there are people behind us who work hard so that we perform
better. In this video the friend of the person in gym helps him move ahead. There is a
subtle presence of the Anchor fan is shown which cools down the protagonist and this
helps him to push harder on his own, try to get better. But friend is always there behind
him and has his back.

Tv Ad 2: https://drive.google.com/open?id=1hvOnbQhbotIBeGtfpXBb7KCsgTDfO4se

This is a second video ad in which Anchor fan helps the protagonist. The scene shows
how in a hurry the person drops water on his formal clothing and that fan helps his
overcome this difficulty.

3. Radio

We shall associate with the traffic and weather updated given on radio. The anchor
jingle will be played in the background which will also be incorporated in the tv ads. This
jingle will create an association in the mind of the consumer every time they here this
ad.

Script: (trafiic/weather update msg)…. This traffic/weather update was brought to you
by Anchor Fans – we work harder so you achieve better

4. Engagement: Idea, Description Plan

The idea for the social media engagement plan is to encourage users to share their
personal stories about the people who were the well wishers in their lives. The media for
this will be fb twitter and Instagram. The campaign will be 4 months long and every 3
day anchor will relate a post encouraging people to share their stories. A sample post of
the same is given below. Gradually, as anchor receives posts from participates, they can
retweet and share those stories in (in fb). After the 4 months, the besr entry will be
selected so will feature in anchors next ad and get Panasonic gift hampers

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@anchorfans

BTL activations at the mall.

We are planning 2 mall activation ideas.


1. We are planning to have a fun game/contest where the child would require their parents
help to achieve a task and that would draw synergies to the repositioning “we work
harder, so you achieve better”
2. This would be conducted in a hot city, so as soon as the people enter the mall for the
mid-afternoon heat. After passing through the scanner, they enter a tunnel/passage
where cool air blows refreshing them, once they exist they see the anchor branding.

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Part C:
After having explored the various media channels, what are your final recommendations
of media and how much of 100 units of currency available would you spend on which of
the chosen media and why?
So, the various media channels we would adopt for this campaign would be:
1. TVC’s (Television media)- 41.6 units
2. Print Media (Newspapers)- 31.62 units
3. Digital Media – 3.89 units
4. BTL activations at mall- 6.09 units
5. Billboards-15.02 units
6. Radio-1.78 units
The split up of the budget is explained below

As the primary aim of this campaign is a branding activity, it needs to reach the masses
effectively.
If we look at the Indian scenario even though the rapid growth of digital media, TVC and
print ads are still the most effective form of advertising to increase awareness. In addition,
looking at previous history of anchor fans on the social media space they have not
performed particularly well.
That being said we cannot ignore this channel completely.
The radio and billboards are mainly used to re-enforce the message which they would have
received via other mediums like TVC, Print Media and digital media.
BTL activations could be done in a mall setting and would be fairly inexpensive and would
create a hype which would increase the word of mouth awareness.

Television Advertising
We have created 2 creatives for television advertising which would communicate the
message, the TVC’s would roughly be between 20-30 seconds.
The following is the distribution of channels in which we would advertise
TV channel Number of slots Costs (Rs)
Star Plus 3 days * 3 slots/ day 1,762,920
Colors 3 days * 3 slots/ day 1,752,300
Zee Tv 7 days *2 slots/day 1,858,500
Star World 10 days * 2 slots/day 175,525
Total 5,549,245

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Print Media Advertising

We would like to advertise on the top metro cities: Mumbai, Bangalore, Delhi & Pan India.
We would advertise through “Times of India” for specific locations and “The Hindu” for
entire location. The ads would be of 36 sq cm.

Locations Price per sq. cm Cost


Delhi 5450- page 3- 5 days 36*5450*5= 981,000
Mumbai 5220- inner page – 3 days 36*5220*3= 563760
Bengaluru 4000- page 3 – 5 days 36*4000*5= 720000
All Locations (Hindu) 7740- Back page – 7 days 7740*36*7= 1950480
4,215,240

Digital Media / Social Media Platforms

We TVC’s would be uploaded on their you tube page along with their Facebook page. As
their social media handles have poor following we would require to boosts these videos as
well as invest in google AdWords to promote the campaign

Social Media Channel Costs / month Cost in rupees


Facebook boosts 3000$ 3000*74= 222,000
You Tube advertising 4000$ 4000*74= 296,000

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Total 518,000
https://www.contentfac.com/how-much-does-social-media-marketing-cost/- Link for digital
marketing costs.

BTL activations at the mall.


We are planning 2 mall activation ideas.
3. We are planning to have a fun game/contest where the child would require their parents
help to achieve a task and that would draw synergies to the repositioning “we work
harder, so you achieve better”
4. This would be conducted in a hot city, so as soon as the people enter the mall for the
mid-afternoon heat. After passing through the scanner, they enter a tunnel/passage
where cool air blows refreshing them, once they exist they see the anchor branding.

The cost of the BTL activities would sum up to be 8 lakhs

Billboards.

4 billboards, one in each city i.e. Mumbai, Delhi, Bengaluru and Chennai. The average cost
per bill board in 2.5lakhs per month and hence the total cost would be 20 lakhs

Radio

Our radio add would be a 15-30 second audio, and we would advertise 5 times a day to
reinforce the associations

We would associate with radio mirchi for the same:


The total cost would be = 15*90(avg cost)* 5 * 7 days* 5 metros= 236,250 rs.

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Total Channel Costs and Percentage distribution:

Channel Cost % Distribution


Television Advertisement 5,549,245 41.6%
Print Media 4,215,240 31.62%
Digital Media 518,000 3.89%
BTL activations 8,00,000 6.09%
Billboards 2,000,000 15.02%
Radio 2,36,250 1.78%
Total 13,318,735 = 1.3 Cr 100%

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