LAUNCH CAMPAIGN PLAN

Nikhita Arora (08) | Nishant Shah (11) | Chintan Buddhadev (71) |

Sneha Ramachandran (94) | Archana Paswan (181) | Ankita Bara (185) | Nishita Kaushik (237)

ABOUT FITSU

FitsU shirts are a collection of contemporary casual shirts, designed tocomplement the tailored ranges, and ideal for modern life.

Positioned as Cool, Casual, Cotton Shirts.

Garments at FitsU are created with attention to detail and designs with thelook, fit, feel and performance you can rely on.

Manufactures exclusive cotton shirts in both traditional and modern types.

Web: www.FitsU.in

THE BRIEF

Launch Campaign for FitsU Apparels in India.

To primarily use radio and on-ground mediums (except TV & Newspapers) for the Launch of FitsU Shirts - Cool Cotton Casual Shirts for Men.

To focus on promotion via the internet as well.

To Prepare a Brand Manual for the FitsU Brand.

THE ON-GROUND ACTIVATION

CAMPAIGN CONSTRUCT

• Target Cities - Delhi, Mumbai, Kolkata, Chennai, Bangalore, Pune, Ahmedabad, Hyderabad, Chandigarh, and Goa.

• Catchment Areas – Gyms (primarily), Internet

• Campaign Duration – 3 weeks per city, 2 months in total (Feb, Mar 2010)

• On Ground – Week 1: 3 days Gym Activation, Week 2: City Finale on Sunday, Week 3: Fashion Show (Launch)

Pre Hype -Gym

Activation

City Level Auditions

Final Launch via Fashion

Shows

PRE HYPEGym Activation Plan

A kiosk setup to be placed in the most famous gyms of each of the 10 target cities.

3 day activation in all cities – 2 gyms per day in 5 Metros, and 1 gym per day in other 5 cities.

A “Hunt for the Perfect Body” will be conducted at these Gyms.

Promoters to announce the contest at these gyms, and facilitate registrations.

Males above 18 years of age eligible to apply for the contest – they need to fill up a form, get a photograph clicked, and submit the same to our promoters in the gym.

Simultaneous Online and Radio promotion of the contest – Call for Entries.

CITY LEVELAUDITIONS

Short Listed Candidates on the basis of their registration forms are called to a neutral venue for the city audition.

This includes registrations from the particular city through gym activation, and online entries.

The participant goes through various interactive rounds with panel of judges at each city level. Judges to include one FitsU representative, one physical training expert, and one city based male model.

12-15 participants to be shortlisted for every city.

The selected participants to walk the ramp on the FitsU Launch Fashion Show in their respective city.

THE LAUNCHFashion Shows in 10 Cities

Each city to have a City Launch of the brand through a Fashion Show, with the shortlisted candidates as the models.

Selected candidates groomed over a period of 1 week – mentored on physical fitness, looks, dietary controls, personality grooming, styling makeover, ramp walking and ramp intelligence.

A panel of judges to declare the “Perfect Model/Body” for that city at this fashion show.

Winners get a Gift Hamper from FitsU, a lifetime premium customer card, and a free portfolio. They also get a chance to appear on the print collaterals (catalogues, posters, in store branding) of FitsU over the next one year.

THE LAUNCHFashion Shows in 10 Cities

TARGET AUDIENCE:

General Public - Men (18 to 50+)

Fashion Community- stylists, designers, models, etc

Stores who will place the brand – Reliance, Pantaloons, Lifestyle, Big Bazaar, Westside, and others

Small Time City Retailers and Apparel shop Owners

TIME: 2 Hour Show, followed by High Tea – a chance to network (B2B, Retail, etc)

SHOW FLOW:

Launch Speech by Owners

3 Rounds displaying FitsU shirts under various themes - involving city winners, local celebrities, and models (especially in Metros)

Announcement of City Winner and Gratification

THE LAUNCHFashion Shows in 10 Cities

SUGGESTED THEMES: how to segregate the collection display

Friday Office Wear–simple colours, and black and white, Cream and grey. Sophisticated and grown up.

Bold, striking and flamboyant – bright, garish colours, crazy unconventional make up

Wild and natural – think greens, browns, Mother Nature and our relationship with the planet.

EMO/Goth/Punk – black, red, purple. Dark eyes, loud music.

Childhood Innocence – pale colours, soft shapes.

Back to College- fun, Sweatshirts, flip-flops

THE LAUNCHFashion Shows in 10 Cities

ELEMENTS INVOLVED: (apart from clothes and models)

Choreographer

Manpower

Venue

Lights and Sound

Show/ Logistics

BUDGET: 2.5 lacs per city

Mon Tue Wed Thu Fri Sat Sun

1 2 3 4 5 6 7

Delhi Delhi Delhi

Chandigarh Chandigarh Chandigarh

8 9 10 11 12 13 14

Mumbai Mumbai Mumbai Goa Goa Goa

Pune Pune Pune Kolkata Kolkata Kolkata

City Finale -Chandigarh

City Finale - Delhi

15 16 17 18 19 20 21

Hyderabad Hyderabad Hyderabad Bangalore Bangalore Bangalore

Ahmedabad Ahmedabad Ahmedabad Chennai Chennai Chennai

City Finale - Pune City Finale - Mumbai

Fashion Show -Delhi

Fashion Show -Chandigarh

22 23 24 25 26 27 28

City Finale - Goa City Finale - Kolkata

Fashion Show -Pune

Fashion Show -Mumbai

ACTIVITY PLAN – FEBRUARY 2010

Mon Tue Wed Thu Fri Sat Sun

1 2 3 4 5 6 7

City Finale - Hyderabad City Finale -Ahmedabad

Fashion Show - Goa Fashion Show - Kolkata

8 9 10 11 12 13 14

City Finale - Bangalore City Finale - Chennai

Fashion Show - Hyderabad Fashion Show - Ahmedabad

15 16 17 18 19 20 21

Fashion Show - Bangalore Fashion Show - Chennai

ACTIVITY PLAN – MARCH 2010

RADIO PROMOTION

ON AIR INTEGRATION

The entire campaign to be supported on radio as well.

On Air promotion of the “FitsU’s Hunt for Perfect Body” – Call for entries throughradio as well.

Radio to be used to popularize the other means of registration for the hunt – themicrosite link.

To be used to hype the launch fashion show in the particular city.

On Air Communication will create an excitement and a buzz in the city about theentire hunt, and instigate word-of-mouth publicity as well.

ON AIR PLAN

TEASERS

20 second duration, 3 rotates per day

For 2 days – before the Gym Activation is to start in the city

To be centric around Fitness and Perfect Body (targeted at males!!)

REGISTRATION PROMOS

30 second duration, 8 rotates per day

5 days (including the days of Gym Activation)

To focus on the “Hunt for Perfect Body” Contest, and to give out the microsite link where people can register.

EG: Calling attention of all you males out there – finally there is something ONLY FOR YOU!! Are you a fitness freak? Do you think you have the perfect body? If yes, then here is your chance to prove it to the world! FitsUpresents “Hunt for the Perfect Body”!! To register, log on to www.FitsU.com/perfectbody.com and win yourself a chance to be a model!! Last day to register – _ Feb. Brought to you by: FitsU Apparels- Cool Casual Cotton Shirts for Men

ON AIR PLAN

RJ MENTIONS

In the channel’s male RJ show, talking about his interest in fitness, and how he will send in his photograph and details for participating in the hunt.

OUTSIDE BROADCASTS

RJs to go to the Gym Activation site and take bytes from people registering and working out at the particular gym.

1 OB every day in each city for 3 days of activation.

PRE LAUNCH ANNOUNCEMENTS

Advertisements announcing the launch of FitsU and the fashion show.

30 seconds

8 rotates per day

2 days prior to Fashion Show

ONLINE PROMOTION

FITSU WEBSITE

FEATURES:

Gallery of FitsU Shirts worn by famous models.

E learning page about the new trends, style statements, designer reviews, the best looks of the season.

Online buying options.

Microsite for registrations & details for the perfect body hunt.

PROMOTION CAMPAIGN

COMMUNITIES of Fitsu shirts created on online networking

• sites like Facebook & Orkut

REGULAR POSTS about the model hunt event, finalists, contests, winners.

Facebook and Orkut WEB THEMES will also be designed for people to customizetheir profile.

VIRAL VIDEOS/ PROMOS and teasers on youtube.com about the model hunt

Flickr – PHOTOS of the events and model hunt updates

Slide share - a PRESENTATION about the Fitsu concept, event, cities, fashion showand details will be posted on slide share

PROMOTION CAMPAIGN

BANNER ADVERTISING – where space in yahoo, rediff etc has to be bought to display a pop up banner ad about the model hunt in the ten cities for the brand new Fits-U collection launch.

A BLOG with features from designers and testimonials from users and contestants in the model hunt with updates on what’s new and when the next event is to be held in which city.

FITSU STYLE CHECK - an application which would allow users and their friends tocustomize Fitsu Shirts on their pictures and a style meter would rate the Fitsu stylecheck quotient.

POLLS AND SURVEYS would be conducted online to determine who out of theshortlisted candidates from each city deserves to be the final face for Fits-U.

CORPORATES PROMOTIONPLAN

CORPORATECAMPAIGN

Creating a distinct CORPORATE IDENTITY with - Logo, Tag Line, Brand Ambassador

CORPORATE FILM of Fits-U Shirts to be uploaded online and made available on all social networking communities

BROCHURES & E-MAILERS to be designed sent to all possible Corporates in the tem cities announcing the arrival of the event and the new collection of Fits-U shirts.

Small TEASER ACTIVITY in Corporates – about the model hunt and about Fits-U

FEEDBACK PLEASE !