SUMMER INTERNSHIP REPORT

R K Swamy BBDO
"SOCIAL^RURAL DIRECTION"

Submitted in partial fulfillment of the requirements of Graduate Programme

08/11/2010

Submitted By

Roshan Kumar

BBA 08-11 Roll no. 520825975

Skyline Business School New Delhi

Page 2 of 36

Acknowledgement
I take this opportunity to express my deep sense of gratitude to all those who have contributed significantly by sharing their knowledge and experience in the completion of this project work. My first word of gratitude is to Mr. Akshay Sharma head Human Resource department., my corporate guide, for his kind help and support and for his valuable guidance throughout the project. I am thankful to him for providing me with necessary insights and helping me out at every single step. My heartfelt thanks to all the employees of Insuring India an specially the sales team without their continuous help the project would not have been materialized in the present form. His valuable suggestions helped me at every step. Finally, I would also like to thank all my dear friends for their kind cooperation, advice and encouragement during the long and arduous task of preparing this report and carrying out the project. And last but not the least, my dear family members whose blessings, inspiration and encouragement have resulted in the successful completion of this project. You are the biggest inspiration of my life. Thanking you all Vikalp Anand

Page 3 of 36

Executive summary
Advertisement has become an integral part in todays marketing scenario. In earlier times, advertisement was not given as much emphasis as it is being given today. The Institute of Practitioners in Advertising defines the term as: advertising presents the most persuasive possible selling message to the right prospects for the product or service at the lowest possible cost. Here we have a combination of creativity, marketing research & economic media buying. Advertising may cost a lot of money but that cost is justified if it works effectively and economically. Advertising is a mass communication tool, which is essentially in paid form by a firm or an individual and the ultimate purpose of which is to give information, develop attitudes & induce action, which are useful to the advertiser. Advertising presents and upholds the ideas, commodities and services of a recognized advertiser, which provides as a communication link between the producer and the potential buyers. It gives the information to the would-be buyers who are interested in seeking the information about a product and the manufacturer. Advertising may be taken as the most efficient means of reaching people with product information. Advertising presents a mass persuasion apart from disseminating information to the prospective buyers about the product and the producer. While creating awareness and popularity, it seeks to persuade. It is a more effective and extensive and less expensive way of creating contacts.

Page 4 of 36

Table of Contents
1 .Concept of Advertising. 05 2. Objectives of Advertising. .06 3. Functions of Advertising.. .07 4. Major Players in Indutry. .08 5. Strengths/opportunities... .09 6. Weaknesses/challenges 10 7. R K Swamy BBDO.... .......11 8. History...13
9. Social Rural Direction ... ....17 10.My Research work for R K Swamy BBDO 18 11. Common Wealth Express... ....20

Page 5 of 36

12. UNICEF . 25 11.Conclusion .... .37 13. Bibliography 38

Concept of Advertising
Advertisement has become an integral part in todays marketing scenario. In earlier times, advertisement was not given as much emphasis as it is being given today. The Institute of Practitioners in Advertising defines the term as: advertising presents the most persuasive possible selling message to the right prospects for the product or service at the lowest possible cost. Here we have a combination of creativity, marketing research & economic media buying. Advertising may cost a lot of money but that cost is justified if it works effectively and economically. Advertising is thus, a mass communication tool, which is essentially in paid form by a firm or an individual and the ultimate purpose of which is to give information, develop attitudes & induce action, which are useful to the advertiser. Advertising presents and upholds the ideas, commodities and services of a recognized advertiser, which provides as a communication link between the producer and the potential buyers. It gives the information to the would-be buyers who are interested in seeking the information about a product and the manufacturer. Advertising may be taken as the most efficient means of reaching people with product information. Advertising

Page 6 of 36

presents a mass persuasion apart from disseminating information to the prospective buyers about the product and the producer. While creating awareness and popularity, it seeks to persuade. It is a more effective and extensive and less expensive way of creating contacts.

Objectives of Advertising
The purpose of advertising is to sell something - a product, a service or an idea. The real objective of advertising is effective communication between goods and clients and increasing awareness. Mathews, Buzzell, Levitt and Frank have listed some specific objectives of advertising.

To make an immediate sale. To build primary demand. To introduce a price deal. To build brand recognition or brand insistence. To help salesman by building an awareness of a product among retailers. To create a reputation for service, reliability or research strength. To increase market share.

Page 7 of 36

Functions of Advertising
A normal characteristic of advertising is to create primary demand for a product category rather than for a specific brand. It is believed that the product advertising must give stress on brand name. Now, we are going to outline the functions of advertising.

To distinguish products from their competitors: There are so many products in the market. Sometime the same types of products are competing in one market. To communicate product information: Through advertisement one company can send its product information to the target audiences. To urge product use: Advertisement can create the urge within ourselves for a product. To expand product distribution: When the market demand of a particular product increases, the retailer and distributor are engaged in the sale of that product. To increase brand preference: There are various products with various bands. So we are getting the preference to choose the band of a particular product with the help of advertisement. To reduce overall sale cost: Advertising increases the primary demand in the market. When demand is there and

Page 8 of 36

the product is available, automatically the overall price will decrease.

MAJOR industry

PLAYERS

in the

Page 9 of 36

Strengths/Opportunities
The strengths component of the analysis should identify the advertising industrys internal strengths, such as where the industry excels compared to other industries, and how it is maximizing its physical resources and personnel. For example, this section may list low staff turnover, high staff morale, low overhead, high profit margins, multiple revenue streams, product and service diversification and a sustainable business model. The opportunities component should list how the industry could grow or expand. The items listed in this section tend to be environmental factors that can be leveraged by the previously listed strengths. For example, opportunities may include rising marketing budgets, large client bases, a growing economy, a larger number of media outlets, lower advertising rates or new advertising mediums. Its important to note that these examples are listed as opportunities, but some could also be listed as threats, depending on the circumstances of each individual agency.

Weaknesses/Challenges

Page 10 of 36

The weaknesses component should identify the advertising industrys internal weaknesses, such as where improvements need to be made and where physical and human resources are not being maximized. For example, this section may list low client satisfaction, high production costs, low return on investment (ROI) or an untrained or aging employee base. These examples may not apply to all advertising agencies, but for a SWOT analysis of the industry, these examples would be generalizations of the industry. The threats listed on a SWOT analysis should list the external elements of the advertising industry where the industry could potentially be harmed. The features listed here should be areas of the industry where outside forces could possibly harm current growth or even harm the status quo. For example, threats listed could include a shrinking economy, less demand for marketing services, higher health care costs or a change in tax legislation.

R K Swamy BBDO
The R K SWAMY | HANSA companies represent one of India's leading multi-disciplined, multi-location, marketing communication and services groups, serving the needs of a wide array of companies in India and the USA.

Page 11 of 36

The R K SWAMY BBDO Group operates with a simple marketing philosophy: "We don't need a large hammer. We must look for the sharper nail." Underpinning this belief is the huge premium the Group places on intelligence that delivers sharp creative communications, uncovers underlying trends, provides customer insights, drives advanced analytics, is counter-intuitive, and brings process efficiency and market effectiveness.
Facts
Year founded Spread Cities 1973 18 offices across India & USA India Bangalore, Chennai, Hyderabad, Kolkata, Mumbai, New Delhi, plus 11 field offices USA Chicago, Il & Portland, Or Services Employees Clients served No. of countries where we have undertaken field work 20 distinct offerings in Advertising / Marketing communications and services 900+ 150+ 70+

R K Swamy BBDO Organisation is geared to deliver this to clients, no matter how big or small, across categories and locations. Their services are General Advertising, Media Planning & Buying, HR Services, Oudoor Management, Brand Consultancy, Market Research, TV Programme Production, Production of TV Commercials / Audio Visuals / Films / Radio Commercials.

Network of R K Swamy BBDO

Page 12 of 36

History
Starting R K Swamy in 1973 at the age of 50, when most others think of plump retirement benefits and comfortable options, and then making it in the Top 10 list within five years is what most dream about in their twenties. Not R K Swamy, who is remembered today by everyone who came in touch with him with the same reverence: He is the man who put Madras (now Chennai) on the map of Indian advertising, and yet he was one

Page 13 of 36

who never really looked at communication with a polorised, northsouth point of view. Remembering him, SR (Mani) Ayer, ex-honcho Ogilvy & Mather (1974-1994), says, "Even in those days - I am talking of as early as the 1950s - Swamy was one person with a holistic view. He had a way of looking at everything and then finally having a perspective that mattered. He understood economics extremely well, had complete grasp of policy issues, the way government worked etc, and as a result, he was able to see which way the client's business would shape up in the future, and, in turn, how advertising could play a part in it." His thirst to know and ask for more is reflected in his book India How to Succeed Without Tears' that demonstrates his deep understanding and analysis of what India needs to do to emerge as a serious economic power. His pioneering publication "R K SWAMY Guide to Market Planning" in 1989 provided, for the first time in the country, a quantitative market potential value' at the district level. This landmark publication became a reference volume for most major marketing and advertising organisations. "He was so passionate about seeking information.," says a deeply-shaken, Surojoy Banerjee, director and executive vicepresident, R K Swamy/BBDO, who joined the firm in 1974 (a year after it was started) and has been with it ever since. "He believed that a right solution was only possible with complete knowledge. Our logo, the Hansa' bird, reflects that passion - to sift grain from chaff, fact from fiction, essence from the ocean of data. The mythical bird symbolises the ability to sift water from milk. So was the legendary communicator (R K Swamy). He had that ability to walk into confusing situations and provide simple solutions. We would be struck and wonder, why did we not see it ourselves?"

Page 14 of 36

Born on December 11, 1922, in Kumbhakonam, Tamil Nadu, R K Swamy's friends and colleagues in his early days in advertising began calling him R K or just Swamy. "I never worked with him, but we worked alongside when he headed JWT in the 1960s and I was running O&M. I knew him as a senior, fellow professional and as a friend. Later, I went around the world with the agency and when I came back as the MD of O&M, he had started R K Swamy. We worked a lot together on industry-related issues when he became the president of AAAI (Advertising Agencies Association of India) in 1972," recalls Ayer. Apart, of course, from the big brands he helped create, R K Swamy is known for taking up the cause of transparency in the public sector, long before it became fashionable to talk about the right of tax-payers to know what was happening there. "Then some spiteful people tattled that he had sweet-talked the public sector behemoths to advertise, but I always maintained that it was a visionary step forward. Now, of course, it has become obligatory on the part of these bodies to communicate," adds Ayer. R K Swamy's clients from this sector included players such as HMT, BHEL, Hindustan Photo Films, MMTC, ITI and MICO, among others. Another facet of Swamy that has been largely hidden from public view was his religiousness and deep sense of patriotism. He was actively involved in restoring old temples and ancient heritage monuments. He was the cofounder of Sri Vishishtadvaita Research Centre, which supports Vedic and Sanskrit studies. Yet, he was the one who came up with the most progressive solutions for his clients. "He was a forward thinker and I think the IT companies could have learnt a thing or two from him. He knew how markets worked and figured where a problem lay. Hence working on a communication solution was that much easier for him," says Sangeetha Shetty, who started her career at the agency and now, 17 years on, is executive vice-president there.

Page 15 of 36

R K Swamy was also actively associated with the cause of education in India and was president of the National Boys and Girls Education Society, which runs the Lady Sivaswamy Ayyar Higher Secondary School and Sir Sivaswamy Kalalaya Senior and Higher Secondary Schools for nearly two decades. While working on his myriad interest, he never gave the business interest of his agency a short shrift. Foreseeing the need to associate with an international agency, he partnered his agency with BBDO Worldwide in the late 1980s, showing the way forward for many home-grown agencies. Many also remember him for his straight-forwardness and aggression. Having worked with him in two phases - once as a rookie executive in 1983 in Bangalore and then as executive director, south, in 1997 - Ramanujam Sridhar, CEO, Brand-Comm, reminisces, "He was phenomenal. At a time when most

agencies were scared of their clients, he used to take them headon and really fight for what he believed in. He was simply the most terrific client-servicing person! When I was new and my boss had gone elsewhere on work, he came down to sort out a problem we had with BPL and solved it with such ease. He could do that on the sheer strength born out of the work he had put in. He has the ability to make a team work, where perhaps certain individuals could not stand each other, or did not see eye-to-eye." Sridhar best sums up what many in the industry must be thinking today. "They do not make them like him anymore!".

Page 16 of 36

Social^Rural Direction
Social ^ rural direction delivers strategic Development Communications and Programme Implementation from a single experienced source. The Group is an acknowledged leader in this difficult space. It has completed 12 years of path-breaking work, dealing with a myriad issues and helping implement a large number of projects that have had tremendous social impact. The Group works with Development Institutions, Ministries and Government Organizations, NGOs and Corporates who have a mandate to effect behaviour change among various target groups.

Social issues handled: Child Labour, Female Foeticide, Gender Empowerment, Reproductive & Child Health, Family Welfare, Contraception, Safe Motherhood, Pulse Polio, Cataract Blindness, TB Control, Vector-Borne Diseases (Dengue/ Chikungunya), Prevention of Girl Child Trafficking, HIV AIDS, Bird Flu, Compliance with Traffic Rules.

Page 17 of 36

Rural issues handled: Penetration, Retailer conversion, Customer relationship, Product demos, Sampling, Enquiry & Trial generation, Agra practices, Capacity building.

My Research work For R k Swamy bbdo

Page 18 of 36

My training was divided into two phases where I learnt the skills of working in an organization During 1st phase, I was working with Common wealth Express where I had to keep in touch with DIT (Department of telecommunication) people. During 2nd phase, I was working for UNICEF project with Ms Manisha for integratred child protection approach which was an initiative of Social Rural Direction, R K Swamy BBDO.

Page 19 of 36

Common Wealth Express-2010

Page 20 of 36

Since we know that the Queens Baton travelled in cars, boats, trains, submarines and almost every conceivable mode of transport. When it comes to Delhi, the Queens Baton, which symbolises the Commonwealth Games 2010, will be carried around the capital in the Delhi Metro, auto rickshaws and special buses. Its a tradition to carry the Queens Baton in different modes of transport that are symbolic of the place. In Delhi, the baton will be carried in the Capitals pride the Metro, said a senior official of the Commonwealth Games Organising Committee (OC). It could have been taken on a tonga ride but those are not used in the city anymore. There will be a three day Batons relay in Delhi and have been planned for celebration surrounding the event. Nearly a year after its relay across the world begun, the Queens baton arrived in India Pakistan through the Attari-Wagah border on June 25, 2010. From there, it has started its Bharat darshan and will reach the host city on September 30 at 11 a.m. The baton will enter the capital after a daylong tour of Millennium City Gurgaon. Over three days, the baton will touch almost all corners of the capital. The OC has planned to take the baton to all the Games venues and on each evening, a cultural event has been planned. The baton bearers will comprise eminent personalities from the field of sports, culture and politics, the OC official said. The baton will also be taken to most of the historical monuments and landmarks of the city such as Red Fort, Qutab Minar and India Gate. Apart from the Opening and Closing ceremonies, tickets for which are selling like hot cakes, there will be an array of cultural events planned across the city during the Games. There will be a bit of everything from music and dance performances to literary fests, film festivals, said an officer.

Page 21 of 36

Exhibition train to showcase India's IT story which was designed by R K Swamy BBDO An Exhibition Train, on the themes of Sports and Information Technology (IT), named " Commonwealth Express" will start its 101 day-long journey from Safdarjung Railway Station, New Delhi on 24th June, 10 and after travelling through 49 cities and towns across the country covering 23 States and Union Territories of Pondichery and Chandigarh, it will come back to the same station on 2nd October, 10. During this journey, IT Part of the Exhibition in 6 Coaches will showcase the relevance and usefulness of Information Communication Technology (ICT) in day today life of the common man. The "IT Story of India" will be told through the 6 coaches by way of backlit translites, front-lit digitally printed posters, short informational films, etc. To reach out to the common man in as effective manner as possible, the content of the back-lit translites will be made available in regional languages in addition to English, and the language changeover will happen in 10 languages (as and when the train enters such a State). LCD panels will be used to display dynamic content in the form of slideshows across most of the coaches, and in the 6th coach, a special arrangement has been made to showcase brief informational films on IT and eGovernance in an auditorium-type environment and also for interactions with general visitors and visitors from media. A brief outline of the 6 coaches is that follows will give glimpses that exhibition train offers. Coach 1 welcomes the visitors and tells the general story of Information Technology, and Information and Communications Technologies. How IT touches us everyday, in almost all aspects of our lives without us even realizing this.

Page 22 of 36

Coach 2 walks the audience through the importance of IT for ushering in an era of better governance, of e-Governance, of good governance, with special focus on e-Governance initiatives across the Nation and on the National e-Governance Plan of the Government of India that aims to bring public services closer home in a friendly assisted format. This coach also introduces the Department of Information Technology, and its various arms, manifestations, agencies, and achievements. Coach 3 focuses on the application of IT in social sectors, especially Health and Education, and on how IT has helped close the gap between such services and citizens in so many ways, such as through telemedicine, videoconferencing, e-learning, etc. It also talks about globalization of the individual through online social networks, and of IT's role in, and facilitation of, citizen empowerment, gender-equity, better avenues of livelihood and better remuneration. Coach 4 is about IT as an industry and IT in industry, with special focus how IT brings in increased productivity in a cost-effective manner; how IT is helping the World become a global village, bringing everything within easy and instant access, be it the latest news, TV channels from around the World, or the convenience of online shopping and how IT is helping digitize and archive valuable heritage material, and so on. Coach 5 showcases what can be called the "face of the National e-Governance Plan" -- the Common Services Centers (CSCs). Rural citizens, generally do not have easy access to public services and critical information. Living in remote and distant locations, they are constantly overwhelmed by geographical, cultural, and linguistic barriers. Under the National e-Governance Plan, there is an accentuated emphasis on ICT as a major tool to stimulate social development in the rural areasby improving access to

Page 23 of 36

information, expanding the market base and widening employment opportunities. A network of 1 Lakh Common Services Centers (CSCs) are rapidly coming up across the country that will cover 6 Lakh villages, and provide a range of G2C and B2C services to villagers on "home ground", reducing the need to travel long distances for government/ public services, and saving them many hassles. Another 1.5 Lakh CSCs have been planned to cover panchayats across the Nation under the Bharat Nirman programme. Coach 6 has an auditorium where relevant films will be screened, a feedback counter, and a business-centre like enclosure, where visitors can share their thoughts.

UNICEF
Page 24 of 36

Learning from Field Visit

Key Themes Our Children, Our Community Protection Matters Mandal Information Posts for young people

Poverty Looms large Children dont have the option to choose between Education and Field work Sending child to the field is better than starvation of the family More working members in the family leads to more income Left hanging in air: Inadequate education means neither can work in the field nor get a job Male dominated Society Bringing up girls is like watering neighbor's garden Education for girl is a burden for the family Low perceived benefits for girls education Caretaker of the house in mothers absence Girl child is a non-negotiated part of cotton farming

Page 25 of 36

Girls are born with misfortune Early marriage is an accepted norm in our society Unmarried girls are burden for the parents Growing age with education= more dowry and difficulty in finding a suitable groom Alcohol the biggest menace A large number of male population are resistant to work Female member the runs the daily household expenses Children are abused often after parents get drunk (Our team intercepted a man taking empty bottles from children in barter for ice creams; each day he collected 6080 bottles of whisky and beer costing approx. Rs.45-60 from each village) Communication Planning ; Defining the Target Group (TG) Mass Families Self Help Groups Community Leaders Young People Children TG Insight & Influencers for Communication Construct Parents Challenges Lack of awareness Lack of opportunities and facilities at village level Illiteracy, poor living conditions Opportunities Enable parents & families to be better informed. Be motivated to send their child to schools Be aware of exploitation of their child.

Page 26 of 36

Youth Challenges Not seen as change agents Lack of opportunities and facilities at village level Unemployment Opportunities Be proactive. Inculcate sense of responsibility towards their community Act against child abuse and child labour Have sense of purpose General Public & Opinion leaders Challenge: Child labor is overseen by the community as an issue due to immediate monetary need. Not aware of their role Opportunities Not aware of their role Take responsibility towards their community. Initiate better basic facilities for their village/community children. Be vigilant Urge villagers and discourage child labour

Teachers Challenge: Undefined yearn for recognition. Lack of motivation No Opportunities

Page 27 of 36

 No incetivisation Opportunities Be the part of a larger picture; align with the cause of child protection. Be motivated Communication objectives To break the silence on Child labour and to counter with knowledge and compassionate behavior Peer communication and channelise information Build greater Involvement of Advocacy and partners and stakeholders who act as influencers

Routes to Behaviour Change

ENABLING ENVIRONMENT ABILITY TO ACT MOTIVATION INFORMATION

YOUTH FAMILY

PEERS Physicality Page 28 of 36 Politics Education

COMMUNITY

Accessible Timely Relevant Effective Communication Life Skills Services Policy/ Legislation

Economics Religion

Communication strategy Generate discussion about Child labour amongst the target population & opinion formers Facilitate understanding and knowledge on Child labour and Protection Sense of Ownership for the cause Individual's role in stopping child labour Motivate people To raise their voice against child labour Availing the services Creative Route : I -- Child First The idea puts the child in the very centre of the focus. It asserts the fact that a child is the nucleus, out of which a society evolves. Children growing into sound human beings make a sound society. At the second level, the message reminds that children are entirely our making. They are born by us, and so they become our first responsibility and commitment. At the third level, it implies that the status of the children is a critical measure of the socio-economic development of any society. A child is an index of the society.

Page 29 of 36

The Logo

Page 30 of 36

Route : II Let me blossom (Option I)

The idea is placed on the emotional platform, intended to

strike the deeper sensibility of the audience. The expression Let me blossom comes straight from the mouth of a deprived child. The analogy of flower is suggestive of the tenderness associated with children, and the protection and care they need for blooming. The expression Let me blossom has a built-in sense of plea a persuasive note that lingers on.

Page 31 of 36

The Logo

Page 32 of 36

Route : II Raise your voice. Rise for a child.(Option II) The idea is to put the audience in the thick of affairs, saying that no one else but only he/she can change the destiny of a deprived child. It implies the meaning that You cannot look at someone else to take the initiatitive. You yourself has to initiate The message evokes anger against child abuse and deprivation, asking the audience to raise a voice. The second part of the slogan extends the role of the audience, asking to provide protection to an unprotected child The rhythm of the expression Raise your voice, rise for a child lends it a better memory value, while the words give it force and gusto

Page 33 of 36

The Logo

Route : III Protected children. Proud community Protected children, proud community is a rational thought extension of the communication strategy: Our village, our children. The thought forwards the responsibility of each and every one in the village to ensure protection of children The communication uses the creative device of testimonials by the village head, the school principal, youth and parents who provide role models for others to follow. They provide protection to children and have proud stories to tell In each communication, the blurb throws a question, such as: My village has no case of child marriage. What about yours? The question has a tone of challenge, which is intended to shake the target out of his apathy

Page 34 of 36

Conclusion
India is one of the most promising emerging advertising markets in the world. The major drivers include sound economic fundamentals, a rising middle growing company, an improved regulatory framework and rising risk awareness. The Indian advertising sector is rapidly moving towards international standards of free (risk-based) market pricing and innovative product offerings. Big changes have occurred over the last few years, during which the sector was opened to private participation.

The task ahead is tough but not impossible.

Page 35 of 36

BIBLIOGRAPHY
Websites: 1. http://rkswamybbdo.com 2. http://www.roshanvoice.blogspot.com 3. http://www.google.com 4. http://www.dit.org

Page 36 of 36