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Brand Case Study

Team Lowe Lintas (ADMC)

Apeejay Institute of Mass Communication

Batch: 2015-2016

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Acknowledgement We would like to thank the Director, Dr. Ashok Ogra for giving us an opportunity to be a part of the ADMC, Team Lowe Lintas. We would also like to thank our mentor Mr. Pijush Dutta for always being a source of inspiration and for his indispensable guidance and support throughout the project.

Team Lowe Lintas, ADMC (2015-2016), AIMC

Special Thanks to… Mr. N.K Suri

Mr. Rajeev Panda

Ms. Preeti Suryavanshi

Mr. Naveen Gautam

Ms. Jaya Srivastava

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Contents

Objective of the Brand Case Study….…..……………………5

TIMES Group………………………………………………………….6

ZOOM T.V……………………………………………………………...10

Brand Late Night Laughs (Hypothetical)…………………11

Target Audience…………………………………………………….14

Consumer Behavior Research (CBR) & Analysis………17

SWOT Analysis………………………………………………18

Advertising Strategy……………………………………...21

- Marketing Objective

- Advertising Objective

- Single Minded Proposition

- Substantiation

- Tagline

- Tonality & mood of communication

Brand Identity…………………………………………………..22

Creative strategy & Execution……………………………26

- Out of Home Ad campaign

- Out of Home Ad campaign

- Television Commercial

- Radio Spot

- Digital Promotion

Media Planning (Teaser& Launch) ………………………42

- Objective

- Strategy

- Budget & Allocation (Hypothetical)

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Public Relations Activities…………………………………..50

- Mock Press Conference

- Press Release

Event Activation

- Event Plan and Details…………………………53

Conclusion…………………………………………………..55

Profile of Team members……………………………..56

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Objective The objective of this Brand Case study is to formulate an advertising and promotional communication to launch a hypothetical, intellectual stand-up comedy show, LATE NIGHT LAUGHS for ZOOM T.V. This objective is to be fulfilled by developing suitable and interesting communication (backed by consumer behavior research), and also planning its execution)

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Parent Brand -TIMES Group

Tagline: LET TRUTH PREVAIL

The Times group is one of the largest media services conglomerate in India with its flagship Bennett Coleman and Company Limited (BCCL) being the largest publishing company in India and South-Asia. It was established on 3rd November 1838 as ‘The Bombay Times and Journal of Commerce’ in Mumbai. The success of the organization has been guided by a simple thought – treating the newspaper not as a commodity or product but as a Brand, whose prime objective is to serve its readers and advertisers. After independence the ownership of the group was passed on to famous industrial family of Dalmiya’s and later taken over by Sahu Shanti Prasad Jain.

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KEY BUSINESS Publishing- The Times Group is the largest publishing co. in India with thirteen newspapers, eighteen magazines and sixteen publishing centers. NEWSPAPERS ‘The Times of India’ is marked as the World’s largest English language broadsheet daily in terms of circulation. - The Economic Times - Maharashtra Times - Navbharat Times - Mumbai Mirror - The Times of India- Kannada

MAGAZINES - Femina - Femina Girl - Filmfare - Time n Style - Top Gear - Allure

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Television- Times Group is a proud owner of many successful television channels also.

ZOOM TV- India’s first lifestyle and glamour television channel.

TIMES NOW- 24hours English news channel. ENIL &TIML - Times Infotainment Media Limited &

Entertainment Network India limited together controls-

- Radio Mirchi 98.3 FM (Private FM Station) - 360 Degrees events - Mirchi Movies

• TIMES INTERNET LIMITED

Done campaigns like: - Teach India, let’s learn to teach - Lead India, A Times of India Initiative - Save the Girl Child, A Times of India Endeavour

Website-www.timesgroup.com Source- www.wikipedia.org

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Brand- Late Night Laughs

PRODUCT

Late Night Laughs is an intellectual stand-up comedy show which is purely for the classes. Complementing the audience’s changing lifestyles and appreciating their interests for the new means of entertainment, the show has been conceptualized in a way which is entirely different from the existing type of comedy showcased on Indian television.

It is a subtle attempt to bring a paradigm shift in the existing culture of cliché comedy giving the audience something entirely fresh to rejuvenate their minds. It would be a breather for the educated and a source of sheer wit and entertainment for the people who have a taste for indirect, sarcastic and ambiguous humor.

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The show would be hosted by Mr. Abish Mathew who is one of the wittiest stand-up comedians of the Indian comedy circuit with quite a reputation amongst people. The language of the show would primarily be English.

*The show would hit the T.V. screens from 14th February, every Sunday, 10 P.M, on Zoom T.V.*

PLACE

The show would be telecasted on ZOOM T.V. which is perceived as a purely Bollywood based entertainment channel. With Late Night Laughs, the channel aims at extending its audience to the classes besides having the masses already as loyal viewers of the channel.

PACKAGING

Late Night Laughs has been strategized to be telecasted in seasons. Each season would have ten interestingly entertaining episodes. Every episode will have 5 new and interesting segments touching upon various comedy genres. The first season shall be of 10 weeks with five exciting segments.

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PROMOTION

The show would extensively be promoted on various mediums like print, radio, out of home, television and digital through teaser and launch ads and social media presence.

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Target Audience Brand Late Night Laughs is targeting the educated lot of the society, mostly including the people from SEC (socio- economic category) A and B+, from urban locations and age group 18 and above.

DEMOGRAPHY

Age- 18 and above Sex- Both male and female Location- Urban Education- Literates (With intellectual mindsets) Socio- Economic Category- A, B+ (Higher Class & Upper

middle class)

PSYCHOGRAPHY

Lifestyle- Cosmopolitan, Elite, Lavish, Influenced by the West.

Attitude- Selective, Flexible, Highly Motivated , Easy Going

Values- Open Mindedness, Self Sufficiency, High Self Esteem

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GEOGRAPHY

Urban- metropolitan cities like Delhi, Mumbai, Kolkata, Bangalore, Pune etc.

MEDIAGRAPHY

DIGITAL - Social media, YouTube, E-Commerce websites. TELEVISION - Entertainment channels, News channels, Sports Channels RADIO - 98.3 (Radio Mirchi), 94.3 (English radio station) 93.5 (Red F.M) PRINT - Times of India, Economic Times, The Hindu, Indian Express OOH- Billboards, Banners and Hoardings

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Consumer Behavior Research The Consumer Behavior research was done through a survey which asked people from our aimed target audience that is socio economic category A and B + about their idea of entertainment, their views about comedy and their willingness to accept something new and different from the existing comedy shows on television. RESEARCHINSTRUMENT-QUESTIONNAIRE

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Consumer Behavior Research Analysis:

The Consumer Behavior Research revealed that: 95% of our sample audience consumed television everyday for

recreation. With busy lifestyles also, as high as 80% of the people watched

television for at least 1-2 hours daily. 68.8% people were looking for only entertainment channels. Over 90% of the people were consuming comedy through various

platforms. 45% of the sample audience were consuming Zoom T.V as the

source to their entertainment. 34% people wanted to consume an English based smart comedy. A little above 72% of people wanted to watch intellectual

comedy.

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SWOT Analysis

Late Night Laughs

Competitor-

On Air with AIB

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Advertising Strategy

Marketing Objective

To slightly reposition Zoom T.V from a channel that is completely for the masses to a channel that would also draw attention of the classes with the intention to increase its viewership.

The idea is to revolutionize the idea of entertainment on Indian Television for our target audience, and hoping to create an exclusive, elite position in their entertainment lives.

Advertising Objective

The Advertising objective is to create an initial buzz amongst the audience and simultaneously generating a word of mouth for the show. Also, to generate curiosity about the never seen before concept intellectual standup comedy on Indian Television.

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Single Minded Proposition

“We are a different school of humor. We are the big shark in a sea of fishes”

We basically aren’t looking to compete with anybody, we are running a different race altogether. The kind of content the show offers is something that has never been seen before and absolutely exclusive for the Indian Television Industry.

Substantiation (SMP)

Pure Intellectual Comedy

The consumer behaviour research shows that our target audience would welcome something beyond the usual comedy being aired on Indian Television and is in fact looking for it. The kind of communication that’s going to be put forward would create humour around almost everything around, i.e. trending topics, people and of course made up sketches. The wit, sarcasm and little ambiguity in our comedians’ communication is one of the crucial aspects that is going to make us that big shark in a sea of fishes.

We intend to be that little stress busting element in the usually hectic (assumed) lives of our target audience.

(Based on the Consumer Behaviour Research)

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Tagline

Since all good things, happen in the night!

Tonality & Mood of Communication

The tonality and mood of communication is humorous, sarcastic, witty and sometimes ambiguous too. Since the show is targeted towards the classes, all the campaigns are designed in a way that connects with the target audience’s idea of intellectual comedy.

The communication aims to break through the clichéd comedy culture on Indian Television The communication (teasers and the launch ad) compliment the tonality and mood of the show.

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BRAND IDENTITY

LOGO

The circular shape of the logo indicates the focus point that is pure comedy. The typeface used is ‘Hodo standard’ which complements the casual, bold and informal tonality of the show.

The colors used are black, white, yellow and maroon. Black signifies mystery and class with a touch of cheerfulness and intellect which is depicted by yellow. Whereas, white signifies purity and perfection which the show promises to deliver. Maroon is used as it is the color of the stage.

The mike, curtains, the grin emoticon are used as animations. The mike and the curtains give the look and feel of a stage whereas the grin emoticon depicts wit and laughter. The logo also involves the name of the show.

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STATIONERY

VISITING CARD

LETTERHEAD

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ENVELOPE

CD COVER

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POSTER

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Creative Strategy People have an innate tendency of talking more about things which are half said.

Since, there is a human tendency of becoming curious and talking about things that are left half said. So, the Strategy is to initially create a buzz amongst the target audience through the teasers in print, television, digital and especially out of home platforms which would build a curiosity about the newer concept intellectual stand- up comedy on Indian Television.

Thereafter the launch ads would make believe that this show is something which would completely live up to the fresh idea of entertainment.

Medium Communication OOH Teaser ads Print Teaser and Launch ads T.V Teaser and Launch ads Radio Launch ad Digital Teaser ads , Launch ads, Social

Media Presence

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Out of Home Ad Campaign

Objective

To grab attention of the target audience and simultaneously create a buzz and curiosity among them.

Teaser ads

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The Billboard

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Print Ad Campaign Objective

To create a buzz and spread awareness about the new show. Also, establishing an image of a pure intellectual comedy show.

Teaser Ads

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Launch Ad

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Television Commercial Objective

To build up curiosity amongst the audiences about the completely different & new concept of pure intellectual comedy show, simultaneously setting the tone and mood of the show

Teaser Ad:

Client: ZOOM TV

Product: LATE NIGHT LAUGHS

Language: ENGLISH

Duration: 40 Seconds (approx.)

Location: Setting of a Stage

Characters: A formally dressed man, 4 people wearing casuals

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Situation setting

On the extreme left of the stage, 4 people (audience) are sitting with a spotlight on them, each of them tied up rope on chairs

Camera moves to the extreme right of the stage where a man is seen tied up on a chair with a black tape covering his mouth and has a spotlight on him. He is struggling to get himself out of it. A voice over is played in the background, “Still stuck in the cliché? The era of non-sense entertainment. It’s time to break free, let the cult begin. The camera fades out with a sound of falling of the chair

The Comeback shot

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Launch Ad:

*The launch ad is an extension of the teaser ad*

Language: HINGLISH

Duration: 40 Seconds (approx.)

Location: Setting of a Stage

Characters: A formally dressed man, 4 people wearing casuals

Situation Setting

The camera opens in a semi close- up shot where the man is now out of the ties and getting up on his feet.

He kicks his chair and rubs dust off his clothes.

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The tied audience is on the extreme left of the stage

He reaches them and says a clichéd nonsense joke.

Audience starts laughing.

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He asks the viewers if they found the joke funny. If yes, then they are asked to switch off their T.V. sets.

And then the screen shows no signals.

He comes back and introduces himself as the host of the show, Mr. Abish Mathew.

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He now starts with a funny, indirect joke which is highly applauded and appreciated by the audience and the camera fades out.

The teaser ends with a shot which has all the details of the show.

The Comeback shot.

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Radio Spot

Objective

To make the audience aware about the completely different & new concept of pure intellectual comedy show, simultaneously setting the tone and mood of the show.

- Grabbing attention in an unconventional manner - Giving the mandatory information in a particular style.

Radio Script

Client: ZOOM TV Product: LATE NIGHT LAUGHS

Language: ENGLISH Duration: 35 Seconds (approx.)

Characters: A female announcer (Voice)

Format: Airport Announcement

Sound Effects: Flight take off, the announcement Bell and signature music.

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Script

Attention please! The laughter flight: Late Night Laughs will take off on your T.V. screens from 14’Feb 10 pm. The pilot Mr. Abish Mathew is short, fat and ugly, and hence helplessly funny. The flight will be turbulent for all offense takers, socially over sensitive and non-liberal humans.

Uneducated people are banned because we love bans as our government do.

Since all good things, happen in the night ;)

Late Night Laughs only on Zoom TV!

Digital Promotion

Objective

To tap on to the younger segment of our target audience and giving them a gist about the mood and tonality of the show by engaging them through our posts and attractive advertisements.

Strategy

The strategy for digital platform primarily focuses on promotion through social media i.e. Facebook and Instagram. Also the ads will run on You Tube.

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Brand Late Night Laughs has a Facebook page and an Instagram handle with intent to entertain the audience and promote the brand. The content is posted in the form of memes with indirect, sarcastic and ambiguous jokes majorly based on real life situations in order to establish a humorous connection with the target audience.

Facebook Page

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Instagram

YOU TUBE

YouTube advertisements shall also be a part of the brand’s digital promotion strategy. The teaser ads shall be placed in the skip ad category of YouTube and the launch ad in the non- skip ad category specifically.

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Media Planning (Teaser &Launch) Objective

The objective of the media plan is to effectively reach (via multiple media) the mass affluent the country and sustain the communication thereafter. The entire plan is designed keeping in mind the media habits of the upper middle - class that is socio economic category A and B plus. (Based on CBR)

Strategy

The Strategy is to initially create a buzz amongst the target audience through the teasers in print, television, digital and especially out of home platforms which would build a curiosity about the newer concept of intellectual standup comedy on Indian Television.

Thereafter the launch ads would make believe that this show is something which would completely live up to the fresh idea of entertainment.

The communication aims to break through the clichéd comedy culture on Indian Television The communication (teasers and the launch ad) compliment the tonality and mood of the show.

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Budget & Allocation

Out Of Home- Delhi (12.5 Lakhs), Mumbai (41.5 Lakhs), Bangalore (12.9 Lakhs), Kolkata (11.5 lakhs) Total – 78.4 lacs* [1 month]

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Print- Front half page of Delhi Times (24 lacs), Bombay Times (28lacs), Calcutta Times (20 lacs), Bangalore Times (20 lacs) Front full page of Times of India, Delhi (24 lacs), Mumbai (27 lacs), Kolkata (22 lacs), Bangalore (22 lacs) Total – 1.97 crores*

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T.V- Host Channel Zoom T.V, Times Now( sister channel)- 19

lacs (50%), MTV (4,621,700), UTV Bindaas (4,662,000) Total – 1.12 crores.* [ 4 Weeks]

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Radio- Radio Mirchi (75 lacs), My FM (1.30 lacs), Red FM

(1.30 lacs) Total – 3.75 Lacs*[ 4 Weeks]

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Digital: Youtube

Teaser ad (skippable ads- 30 lacs) Launch ad (Non-skippable ads-70 lacs)

Total – 1 Crore.*

Total Advertising Budget- 4,91,15,000

5 Crores* [Approximately]

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Public Relations Activities

Mock Press Conference

Objective

To announce the launch of a stand- up comedy show, ‘LATE NIGHT LAUGHS on ZOOM T.V. and create an awareness about the look and feel, tonality and the target audience of the show by catering to the questions asked by the journalists.

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Zoom T.V’s Programming Head and the Marketing Person talks to the media about the launch of the new show. The objective of the press conference was to give the target audience and the media an understanding of what exactly the show is about and why has ZOOM T.V planned to come up with something of this sort on the Indian Television.

Press Release

PRESS RELEASE- LATE NIGHT LAUGHS

Zoom TV enters the world of Standup Comedy

21 November 2015

New Delhi, India

Zoom TV is launching Late Night Laughs, the first Indian standup comedy show purely based on Intellectual comedy. The show goes on air from 14th February 10pm, every Sunday comedian, Mr. Abish Mathew. The show aims to bring a paradigm shift in the existing type of comedy showcased on Indian Television.

The show highlights include reflection of standup comedy artist in a whole new form. The show is purely for the classes’ .The first season has 10 interestingly entertaining episodes, each of which consists of 5 interestingly segments. The content of the show is majorly in English.

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Though a little offbeat, yet the idea is to generate an understanding about how comedy has evolved and how clichéd comedy and direct jokes are a thing of the past. Thus, we went to take comedy on Indian television to the next level.

Since the comedy seen in India is a fecund area where more names are emerging everyday keeping that in mind our show will be dealing with a variety of comedy genres. It will be a stress buster for all the workaholics, the theme of the show will be sarcastic, unconventional, witty yet extremely funny.

The host of the show Abish Mathew other than being a comedian is also a theatre artist, musician, and sometimes a singer too. Therefore is expected to appeal to anyone.

ABOUT ZOOM TV

Zoom is an Indian glamour and entertainment television, which primarily covers Bollywood. The channel was launched on 20th September 2004 and is owned by The Times Of India Group, headquatered in Mumbai, India. It is promoted by Bennett, Coleman & Co. Ltd. Currently its said to be Indias No.1 Bollywood channel. Planet Bollywood, Teletalk, Page3 are some of the famous shows of Zoom. Website – www.zoomtv.in

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Event Activation Objective

To create a buzz and excitement among the target audience. The surprise element of the event tends to increase the word of mouth publicity and media coverage which would lead to increased excitement and curiosity for the show.

Event Plan

Get ready to laugh your heads off with Late Night Laughs. Late Night Laughs presents ‘Impromptu’! The main highlight of the show is the ‘surprise visit element’ of the comedians to the selected places in 6 metro cities. We will be targeting our audience in social hubs, entertaining them and giving them an idea of what more to expect from us. The comedians will giggle you with their intellectual and sarcastic wit and humor in every way they can. The show will be a short impromptu of ten to fifteen minutes. This event complements the tonality and mood of brand Late Night Laughs. We are a big shark in the sea of fishes, different from all other

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comedy events you have ever seen. Hence, this event would be a surprise for the audience present at the venue which would make their night a memorable one.

Highlights One Kickass Saturday Night! 6th February Five comedy destinations! Taj CCD,New Delhi Matteo,Mumbai Jhaal Farezi, Kolkata Taj Land ends Coffee shop, Bangalore Brrewery, Pune Five helplessly funny comedians! Abish Mathew Kenny Sebastian Abhijeet Ganguly Daniel Fernandez Kanan Gill

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Conclusion We have created a 360 degree advertising and promotional campaign for the hypothetical brand, Late Night Laughs. The communication put forward as of yet on the digital platform has had a satisfactory response.

The final showcasing of the brand case study is scheduled for the month of February 2016.

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TEAM LOWE LINTAS

Profile of Team Members

Aarav Jain B.com M.L.B College, Jiwaji University, Gwalior P.G Diploma in Advertising and marketing communications Apeejay Institute of Mass Communication, New Delhi Area Of Interest: Copywriting, Ad film direction

Alok Rai B.A(Voc.) St. Xavier’s college, Ranchi P.G Diploma in Advertising and Marketing Communications Apeejay Institute of Mass Communication, New Delhi Area of interest: Copywriting

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Akshita Makin - Group Leader B.A (Hons.) English Shivaji College, Univerity of Delhi P.G Diploma in Advertising and Marketing Communications Apeejay Institute of Mass communication, New Delhi Area of Interest: Account Planning, Digital Marketing

Kavisha Mehra B.A (General.) K.R Degree College, Agra University P.G Diploma in Corporate Communications and Event Management Apeejay Institute of Mass Communication, New Delhi Area of Interest: Public Relations (Digital)

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Monali Das

B.A (Prog.) Motilal Nehru College, Univerity of Delhi P.G Diploma in Corporate Communications and Event Management Apeejay Institute of Mass Communications, New Delhi Area of Interest: Event Planning (leisure)

Pratiksha Mamgain- Group Leader B.Sc( Hons.) Home Science in Development Communication & Extension Lady Irwin College, University of Delhi P.G Diploma in Advertising and Mass communication Apeejay Institute of Mass Communications, New Delhi Area of interest: Digital Marketing, Account Management

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Sanskriti Singhal B.A (Prog.) Kalindi College, University of Delhi P.G Diploma in Corporate Communications and Event Management Apeejay Institute of Mass Communications, New Delhi Area of interest: Public Relations, Event Management

Srijan Joshi- Group Leader B.A (Hons.) Economics Hans Raj College, University of Delhi P.G Diploma in Advertising and Marketing Communications Apeejay Institute of Mass Communication, New Delhi Area of Interest: Account Management, Creative

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Saumya Sharma

B.A (Hons.) English Ramjas College, University of Delhi P.G Diploma in Advertising and Marketing Communications Apeejay Institute Of mass communication, New Delhi Area of interest: Media Planning Special thanks to- Rahul Venkatraman Iyer, Student, TVRP Deepankar Saxena, Student, TVRJ

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All we look for are

Happy Endings!

Thank you

Team Lowe Lintas, ADMC 2015-16

AIMC, Delhi