As a part of our Media planning assignment, we were given brand Bournvita. The PPT describes the media mix and media strategy which can be used by Bournvita to make its marketing campaign a success.

1. Abhishek Gupta | Aesha Das | Amrita Varma
Chirag Sharma | Harsh Doshi | Nishad Joshi
Philip Vijay | Radhika Agarwal | Saharsh Jhunjhunwala

2. 0
1
2
3
4
5
6
7
8
Notice
Think
FeelAct
Share

4. 0
1
2
3
4
5
6
7
8
Be on Top of the Mind
Build Brand Awareness
Build a Relatable Brand
Identity
Convey a Detailed
Message
Generate Excitement
Brand Loyality
enhancment
Drive Product
Experience
Generate an Action
Building a coumminity
Create word of mouth
Notice
Think
Act
Share
Feel

5. From the radar graph of the tasks it is clear that
our TG have scored less on the Act, Think and
Notice task. Thus we need to surround our
communication to cater these tasks by
targeting to the sub-tasks under them.
NOTICE THINK ACT

7. Total Wtd Score: 42
So the effective
Frequency should
be 3+ for TV

8. Day -10
Advertisements in dailies
creating a bit of buzz
about the challenge.
Top national dailies with
school supplements.
Day -5
Re Reminders for the
challenge in the dailies.
A reminder of the
upcoming Bournvita
challenge launch.
TVC Launch about the
upcoming plan.
Daily TVC on all major
GEC, Kids channels.
Mothers and kids are
viewers of these
channels in particular.
Tiger Moms: 28-45 years. SEC A, SEC B. Kids aged 8-14 years
Objective: To create awareness about the challenge in place.

9. Radio
Advertising about the
upcoming race and RJ
mentions about the
whole concept.
The time slots would be
evening times, from 4-8
P.M, when the majority
of slots will be bought.
As this the women
come home, children
go for tuitions.
5 Days before the
event.
There will be updates
on the Digital media, in
terms of YouTube,
social media.
OOH to create
awareness about the
upcoming challenge.
The OOH will be put up
across the cities, near
major schools and
picnic spots.

10. Day 0 - 7
TVCs rolled out –
„Are you ready for the challenge?‟
The ad slots would be bought and more
frequency will be between 3-8 PM. The time
moms and kids see more television. All major
GEC‟s and kids channel.
Communication will be started on radio. There will
be
RJ mentions about the cool challenge and what
people have been doing in the videos uploaded.
Again the focus would be between 4-8 PM.
Internet/social media. Slots in
YouTube, contextual ads,
FB ads.

11. Day 0 - 7
Another reminder on the
national dailies.(Anchor ads, asking
people to take the challenge)
Vehicle: National Dailies, Day 1 and Day 5)
Tasks will be put up on social media. Told about in
TV, Radio ads.
Day 7-14
Second set of tasks and these will be promoted
in the same media as before.
Day 15-21
Third set of tasks
rolled out.

12. The same set of OOH
earlier used would be used to changed
saying if you have taken the challenge.
Day 22-26
Keep the communication going. Shortlist the
winners and notify them about the Amazing Race.
The TVC will continue, along with radio and
newspapers. Countdown timer about the days till
winners are declared and race begins.
OOH will be discontinued post this.

13. Day 29-35
Amazing Race
Web Series that will be telecast on YouTube.
RJ Mentions about the how the competition is going on.
Facebook polls about whom is the favorite pair to win.
Paid articles to cover the event in print and TV.
In Print and TV channels, every 3rd day.
In TV channels, this would be coverage in
News channels.
The generic „Har mod pe Jeet‟
TVC will return

14. Day 36-37
TV, Radio, Print
coverage about the winners.
Post Amazing Race
TVC featuring the winner pair.
Online ads about their journey in the
race.
How the mom helped the kid grow
and win at every stage.

15. Communication
Idea
“Jeet Har
Mod Pe”
Previous ad
campaign:
“Taiyari Jeet Ki”.
Focussed on preparing the
children for various challenges.
With current campaign we are
assuming that children are prepared
for challenges and now it's the time
to perform.
Bournvita provides the a
platform to perform and
showcase their talent.
Shortlist children
and their mother for
“AMAZING RACE”
Tasks need to be performed
together and the winners would
be given scholarship by
Bournvita.
Race will start with a glass of
Bournvita. All the shortlists
will be given hampers
from Bournvita.

16. Students appearing
for Board Exams, Xth and XIIth,
gets to drink a hot mug of Bournvita,
after showing their ID Cards.
After their return they are asked
about how was the paper and they
get a chance to take a photo with
Bournvita, „Jeet Har Mod Pe‟
creative background and gets
tagged on Facebook.Board Exam
Mein
Jeet
Communication
Idea
“Jeet Har
Mod Pe”

17. Communication
Idea
“Jeet Har
Mod Pe”
Bournvita
sponsored games for
mother and kids. Games such
as Mini Cricket, Mini Golf,
Badminton, etc. that mother and
kids play together will be evented.
Bournvita official captures small
videos of boys and girls saying how
his/her mother prepares her for
victory in every phases of life.
Compilation of all videos will
be broadcasted on
multiple media.
Bournvita is
served cold in the end
of the event to all.
The whole event is captured
and promoted on social media.
The event will take place in
schools during mother‟s day.
Every mother gets a Bournvita
hamper with a special message
by his/her kid. This can take
place in 8 to 10 cities
in 2 to 3 schools
per city.

18. Thank
you!!