Presentation of Strategic Branding Efforts

(2010-12)

- Vivek Ranjan Pandey

: Slide & Ladder

• My first big assignment

• A readers engagement activity.

• Game is like snake & Ladder, the only change is slides instead of snake.

• Apart from 30 days News Paper activity (ATL), we conduct a full-fledged ground

activity, 3 activities, in 3 locations each day (kind of road show)

• The covering area of the game is Indore city + Indore district.

• Became a very popular game

News P

aper Ad

Apr-May-Jun2010

News Coverage

Delhi

July 2010

Delhi

Aug 2010

Delhi MP & CGAll units

Aug 2010

Delhi & IndoreSep 2010

Delhi MP & CGAll units

Nov 2010

Delhi

Jan 2011

Delhi

Feb 2011

: Painting Competition (28 February’11) Event Name: Spectrum

Venue: National Science Centre, Pragati Maidan Gate No 1, New Delhi

Objective: To Conduct a Mega Painting Competition in Delhi for our Disha Students, in a way to construct ‘NaiDunia Disha’ as a Brand.

Modus Operandi: We conducted this activity in association with National Science Centre, an autonomous body under the Ministry of Culture of the Government of India. For this activity we invited thousands of students of Delhi & NCR by sending proposal letters to their respective schools and by publishing advertisements in our Newspaper. We have received school wise entries as well as open entries. For the Judgment of the activity we invited Mr. Subodh Gupta, a world renowned artist and two others from Lalit Kala Academy. This event has witnessed great participation from hundreds of students. Impact: NaiDunia became first Hindi News Paper in Delhi conducting such Mega Event in Delhi. Name of the event was Spectrum, which was taken from the very popular magazine of Naidunia amongst NaiDunia Disha Students.

: Mother’s Day (8 May’11)

Event Name: O Maa!!

Unites: Delhi, Bhopal, Raipur, Gwalior, Indore

Objective: An activity on the Occasion of Mothers Day. Reaching out to struggling class of society, giving them an opportunity to portrait a image of their struggling mother in words, and finally best stories of their great efforts will be published in a special page in Naidunia.Modus Operandi: We have published advertisement in our News paper, asking our readers to write a story about their mother, how she has struggled and made efforts in against conditions to grow up their children and to make them in a well accepted position in society. With the help of editorial team we finalized best stories and published.

Impact: We received the stories via curriers, mails and e-mails. This was the activity which has helped in creating a communication bridge with our readers. After the activity we received thanking phone calls from readers for conducting such activity, in fact some mothers have said that by reading the story in news paper they got to know that how much their son/daughter love them.

: Family Day (15 May’11)

Event Name: Hum Saath Saath Hain

Unites: Delhi, Bhopal, Indore

Objective: Conducting a branding activity, in a way to celebrate ‘world Family day’ with a unique style with our readers as well as with general public.

Modus Operandi: Conducted this activity in association with any local mall or college. Some sponsors were brought in. We released advertisements, designed some exciting games for the family members.

Impact: Resulted in a good branding exercise, good readers connect activity. This activity helped in connecting youth group with NaiDunia.

: Press Visit, Jul-Aug’11

Unites: Indore & Raipur

Objective: To make ‘NaiDunia Disha’ a popular Brand among the young students, and make them aware with the process of News Paper Printing.

Impact: This activity has helped in making an effort to create intimate relations with the NaiDunia Disha Readers, ie, students.

: Press Visit

•Indore•Raipur

: Principal Meet (In the month of July’11)

Event Name: Principals Meet (An initiative of NaiDunia Disha)Unites: Indore

Objective: To introduce ‘NaiDunia Disha’ by conducting a De-stress workshop for the Principals of various schools of the City.

Modus Operandi: By making personal visits to the schools of the city we have tried to create a communication with the principals of various schools and invited them for participating in a special De-Stress workshop conducted by NaiDunia. In this show we have invited various local celebrities. Vinay Sir himself have addressed to this workshop.

Impact: This activity has helped in introducing ‘NaiDunia Disha’ to the schools of City as a Brand new product of NaiDunia.

: Carry your Attitude (July –Aug’11)

Event Name: Carry your Attitude Workshop (An activity for NaiDunia Yuva)

Unites: Indore, Bhopal, Jabalpur & Raipur

Objective: To encash the image of iconic duo Raghu & Rajiv to boost the branding of ‘NaiDunia Yuva’ in MP & CG.

Modus Operandi: By advertising Indoor and Outdoor and by visiting colleges, we have tried to reach maximum students and youth of the city, asking them to join this mega show, under the name of Carry your Attitude Workshop. And finally after conducting the events at Indore, Bhopal, Jabalpur & Raipur, we came back to Indore for bringing the change via ‘be the change’ in association with Virtual Voyage. Ranvijay joined Raghu & Rajiv in this grand ceremony.

Impact: This activity has witnessed thousands of young people in each of the cities. In these interactive sessions, thousands of questions were answered. These series of activities has helped a lot in popularizing the brand YUVA in MP & CG.

: Carry your attitude with Raghu & Rajeev

: Friendship Day (7 Aug’11)

Event Name: Ye Dosti Hum Nahi Todenge

Unites: Delhi, Bhopal, Gwalior, Jabalpur, Raipur, Bilaspur

Objective: Conducting a Branding activity to connect teenagers, youth and couples with the brand.

Modus Operandi: Conducted this activity in association with any local mall or college. Some sponsors were brought in. Theme of the activity was “Ye Dosti Hum Nahi Todenge”. Backdrop and setup was created according to the theme. We released advertisements, designed some exciting games for the friends and couples.

Impact: Resulted in a good branding exercise, proved a good youth connect activity. This activity was done under the strategy to reach different regions of (Metro) Cities.

: Ganesh Chaturthi (1 September’11)

Event Name: Jai Mangal Moorti

Unites: Indore, Gwalior, Jabalpur, Bhopal

Objective: To conduct a branding exercise in a way to penetrate a particular class of the society, with the help of associating in a Hindu’s religious activity across the city.

Modus Operandi: By advertisements and by personal visits we tried to connect with different Tableaus (Jhanki) of Ganeshji in the different colonies, societies and areas of City. Under the defined categories we selected best Setup and Murties of Lord Ganesha. Best in each categories were awarded.

Impact: It has helped us in reaching out to the society (section wise as well as region wise). This activity has not only motivated people to compete with each other but also has helped in popularizing NaiDunia as a Brand.

: Health Camp (15 October’11)

Event Name: Free Health Checkup Camp

Venue: Metro Hospital & Heart Institute, Naraina, New Delhi

Objective: To initiate a strategic effort to reach out different sections of societies and regions of Delhi and NCR by conducting a series of Health Checkup Camps, in association with a prestigious Hospital Group of North India (Metro Group of Hospitals).

Modus Operandi: For the spreading the awareness of this camp, efforts were done from both of the sides; by publishing advertisements, distributing pamphlets, and placing banners in the neighboring areas. Visitors were properly welcomed in the hospital; and with the proper process they were given treatment.

Impact: This activity was successfully conducted in association with the hospital. This activity has witnessed people not only coming from neighboring areas but also coming from far off places like Panipat, Buland Shahar, Saranpur, Sonipat etc. This activity was a successful attempt of a Cross Branding exercise.

: Health Camp (15 October)

Print Ad Published News

: Diwali Greeting Card Making Competition (26 October’11)

Event Name: Say No to Crackers

Unites: Delhi, Indore, Jabalpur, Gwalior

Objective: To make ‘NaiDunia Disha’ a popular Brand among the school students and to encourage them to celebrate Pollution free Diwali.

Modus Operandi: On the occasion of Dipawali, we invited greeting cards wishing Happy Diwali with the theme of Say No to Crackers, from the students of different schools of respective cities. With the help of editorial team we finalized best cards under the defined categories and published those as special page in the news paper. Winners were awarded with prize and certificates.

Impact: We received huge response from the schools. We received cards from the schools as well as open entries. These activities help us in positioning ‘NaiDunia Disha’ as an active brand. These activities are done under the strategy to reach out to various students and schools of the city in a way to popularize the ‘NaiDunia Disha’.

: Children’s Day (14 Nov’11)

Event Name: SMILEUnites: Delhi, Indore, Bhopal, Jabalpur, Gwalior, Raipur, Bilaspur and BhilaiObjective: To fulfill the objectives of Corporate Social Responsibility (CSR), and to pose an image into the readers mind as a socially responsible Newspaper. SMILE activity is an effort to bring the smile to the faces of those underprivileged children who have dreams, but do not have toys or means to fulfill it.Modus Operandi: By advertisements and by personal visits we tried to connect with different schools, colonies, societies and areas of City. Invited all them to donate their toys, which are no longer in their use. But toys must be in a working condition. After receiving these toys we have cleaned and properly gift wrapped to those toys. And finally distributed these to the underprivileged children living in the different orphanages and localities of the respective city.Impact: We receive huge enquiries across the cities; many people have come forward to become a part of this noble cause. We received toys in abundant numbers from various schools, societies and colonies. In Delhi we got association with Toys association of India as well as Rotary Club. This activity has helped in making NaiDunia brand as a socially responsible Newspaper.

: Children’s Day (14 Nov)

Print Ads

A regular Activityacross all unitsA regular Activity across all units

&Jul 2011

To Jan 2012

Sept 2010To Mar 2011

Jul 2011 To Jan 2012Sept 2010 To Mar 2011

Thank you

- Vivek Ranjan Pandey