Digital Launch Of A Water BrandDigital Strategic Communication Plan For The

Launch Of Himalayan Packaged Drinking Water

Water. The fountain of all life…

Yet…

Water can also be the cause of much misery…

Index

• OVERVIEW• SITUATION ANALYSIS• CURRENT BRAND POSITIONING• SWOT ANALYSIS• PRODUCT DISCRIPTION• CLIENT BRIEF• DIGITAL CAMPAIGN

DEMAND FOR BOTTLED WATER IN INDIA

Year Mn Cases2000-2001 33

2001-2002 44.5

2002-2003 55.6

2003-2004 68.15

2004-2005 82

2005-2006 97

2006-2007 112.85

2007-2008 129.55

2008-2009 146.45

2009-2010 164.45

2014-2015 265

Himalayan Package Drinking Water• Untouched, Unprocessed, Crafted by

Nature• Gives the wellness of vital organic

minerals. • Bottled at source, with a plant at the

foothills of the Himalayas• The purity of Himalayan natural

mineral water gives it a unique taste!• The only natural mineral water brand

to enjoy accreditations from renowned institutes across the world including Institut De Fresinius, US FDA and the Health Ministries of Japan & France.

SWOT-Cost of production would be

high initially -Initial brand building would

take a lot of capital-Products claiming to offer the same services already

existent in the market

- Innovative Packaging- First mover’s

advantage-Eco Friendly

-Thought leadership opportunity

-Pioneers in paper bottle packaging

-The FDA becoming more vigilant, all steps have to be

taken to avoid an alteration with them

-Competitors launching products

on the same lines, at cheaper cost

-To create a brand name, since its going to be the first in the market to provide the said service, it

can become synonym to green packaging.

Like Bisleri

Product Description• Himalayan Eco is an attempt to address 265 million plastic bottles that are thrown

away daily in India (of which 86% become garbage)• The paper vessel is made from 100% renewable food-safe resources, fully

recyclable and versatile in a number of potential liquid categories.• Priced at Rs 100 a litre

Brief

Digital Campaign

Objectives and Tools • Tata + Innovation + Consumer will + Concern for environment

= Himalayan Eco• Create consumer interest in the Himalayan Eco package

drinking water• Increase Online Visibility for the brand - Himalayan and

Himalayan Eco • Promote the new bottle packaging technology on digital

platform• Establish the brand and the product in Local Search• Establish Himalayan Eco in Social Media pages | online

collaterals• Online Reputation Management• Become a Resource / Authority on innovative technique to

reduce plastic bottle waste• Increase Sales

Objectives

DIGITAL PLANNING

Pre Launch Create digital collaterals

What is the problem and its adverse effect…•I AM CONCERNED – Social Networking platforms

Possible solutions to fix the problem•Panel discussion - Webcast

Launch Introduce the solution

Tata Global Beverages Launches new product – HIMALAYAN ECO Game App developmentSearch Engine Optimization – SEO

Post LaunchHere to stay… Consumer acceptability

Endorse the product•Product review

Update the audience •Associations•Consumer Activations

PRE LAUNCH

What is the problem and

Its adverse effect…Optimizing Social Networking Platforms

CREATING DIGITAL COLLATERALSCreating Himalayan Eco brand pages | profiles |accounts on social networking platforms like Youtube, Facebook , Twitter, Instagram, SnapchatAlthough Suitable pages| accounts | Profile will be created to block the brand name

In pre launch phase Himalayan Eco team will communicate only through ‘I AM CONCERNED ‘social cause pageProperties across social network – Himalayan Eco …a step towards brighter future; I AM CONCERNEDHASHTAGS – #himalayanEco, #PlasticWaste, #SavetheEarth, #NoToPlastic, #CityGoesEco

Highlight the problem….

I AM CONCERNEDStrategies for TwitterTie-up with top 10 influencers to spread

awareness about the growing problems of bottled plastic waste in India and its adverse effect on eco systems

• Influencers suggestion – Deepika Padukone, Milind Soman, Gul Panag, Narendra Modi, Amish Tripathi, mindyourfootprint.org

• Influencers will be tagging, tweeting, re-tweeting and sharing post from I AM CONCERNED page

• Re-tweeting anything on bottle plastic waste

• Cross linking post, photoes and video from other social networking platforms

Strategies for FacebookCreate a social cause page, highlighting the problem of growing bottled plastic waste in India and its adverse effect on human and animal kingdom•Promoting #PlasticWaste, #SavetheEarth, #NoToPlastic, #CityGoesEco•Promoting creative content, video, photos and Trivia related to bottled plastic waste in India•Encourage consumers to participate in ‘SHARE YOUR VIEWS’ post•Cross linking post, photoes and video from other social networking platforms

I AM CONCERNEDStrategy for YouTube• Curating content for Viral Video

– Increase in plastic waste across various cities in India

– Water is the most essential to live, but the growing plastic waste poisonous to animals and humans

• Tie up with youtube artists and influential bloggers to create an anthem for the cause– ‘I AM CONCERNED’ – top 50 Socialist/

environmentalist and influencers talking about bottled plastic waste menace in India

Strategy for Instagram• Consumer engagement contest

– best pic on city's plastic litter. #SavetheEarth #NoToPlastic #CityGoesEco

• Tie up with top influencer on Instagram to post images of environmental causes closest to there heart - #IAmConcerned

Possible Solutions to ‘SOLVE’

the problemDigital PR and Webcast

‘I AM CONCERNED’Ted talk + Webcast

TEDTALK |TEDXMr Amit Raina, CEO Himalayan

ECO talks about the growing plastic bottle waste in World

WEBCAST INVITE OUTLINEIndustry leader, Influencer, policies

makers debate onHow To Reduce Plastic

Waste

PANELISTDeepika Padukone, Milind

Soman, Gul Panag, Narendra Modi, Amish Tripathi, mindyourfootprint.org

DIGITAL PROnline press release | Authored article

TopicLeader discuss about innovation in reducing plastic usage in bottled water

Concerned over plastic waste created by bottled water sectorSay no to plastic

Bottled water manufactures in trouble as plastic bottle waste rise continuously

Besides the formal Press Conference announcing the launch of the Product. We Suggest to unravel a mobile app game

‘ECO’

OUTLINE OF THE GAME1.Players will have to collect maximum plastic in their city2.Every 1000 plastic bottle collected by the player will be turn to INR 13.Player can redeem INR 100 to buy a bottle of Himalayan Eco online4.Referrals will give players INR 10

Optimize SEO Invest in goggle doodles on the

day of the launch of

Himalayan ECO

Himalayan ECO Presents WORLD PLASTIC BOTTLE DAY

Objective – 1.Create awareness regards increasing plastic bottle waste 2.Motivates ‘call to action’ from target audience 3.World record for maximum cleanliness drives across cities in Indian4.Promote the use of eco friendly package drinking water5.Exhibition / workshop and tutorials for innovative usage of plastic bottle waste

Endorse The ProductProduct Review• Product reviews by social media blogs • Influencers share their opinions through post

on social networking platforms• Online Demo of the product and its USP by

Youtubbers• Interactive content curation to engage

audience and sustain conversation on all product social networking properties

• Snapchat - Create a snapchat story of World Plastic Bottle Day which could be broadcasted across the world for people to see and partake in the initiative According to the 2015 survey, there are 100 million active Snapchat users across the world.

• Youtube consumer engagement video on How did you open your ECO bottle today

• Photo contest on Instagram – Click selfie with ECO and earn 50 plastic bottles in the app game

Update The AudienceAssociations1. Co-sponsor Music events as official

provides of package water for the event1. Sunburn2. Supersonic 3. Tomorrow land

2. Co-sponsor top three college festivals in India

1. Malhar2. Mood Indigo3. Umang

OPTIMISATION OF CONTENT ON SOCIAL NETWORKING PLATFORMs

Update The AudienceConsumer Activations1. Free sampling of bottles at events,

concerts, marathons, sports meet (school level & college level). Content generated to be shared on Snapchat and youtube

2. Tie up with schools and colleges conducting workshops and tutorials on plastic bottle waste management

3. Tie up with Artist and Art galleries to create awareness and creative content for social media platforms

4. Digital PR stories on plastic waste management

School and college Workshops on plastic bottle waste management

Himalayan Eco organizes the plastic waste management art exhibition

QUESTIONS PLEASE ??

THANK YOU