2. “The real voyage of discovery consists not in seeking new landscapes,
but in having new eyes.” - Marcel Proust
3. Who are we and what are we here to achieve?
The Big Idea & The Holistic Solution
4. •Training Academy
•Trade Marketing
•Training & Development
•Channel Development &
Management
•Merchandising & Promotions
•Outsourced Field Ops.
Management
•Training Academy
•Trade Marketing
•Training & Development
•Channel Development &
Management
•Merchandising & Promotions
•Outsourced Field Ops.
Management
•Creative
Communication
•New Market Entry
Strategies
•Brand Development
•Media Planning and
Buying
•Creative
Communication
•New Market Entry
Strategies
•Brand Development
•Media Planning and
Buying
•Promotional Activities for
Rural & Semi Urban
•Direct Marketing for
Rural & Semi Urban
•Outreach Programs
•Promotional Activities for
Rural & Semi Urban
•Direct Marketing for
Rural & Semi Urban
•Outreach Programs
•Fiction & Non-fiction Creative
writing
•Audio Visual Production
•Post Production Services
•TV Media Content Producers
•Logistic & Technical Support
•Fiction & Non-fiction Creative
writing
•Audio Visual Production
•Post Production Services
•TV Media Content Producers
•Logistic & Technical Support
•HR Process Outsourcing
•Recruitment Management
•Payroll Management
•Performance Appraisal
System
•HR Policy Planning
•HR Process Outsourcing
•Recruitment Management
•Payroll Management
•Performance Appraisal
System
•HR Policy Planning
•Retail Distribution
•Catalogue Marketing
•Retailing
•Retail Distribution
•Catalogue Marketing
•Retailing
•Provide total PR solution
•Brand PR, Media. and
Stakeholder Mgt.
•Brand building, Strengthen
corporate & brand identity
•Provide total PR solution
•Brand PR, Media. and
Stakeholder Mgt.
•Brand building, Strengthen
corporate & brand identity
•Brand Activation
•Event Design &
Management
•Branded Experience
Management
•Brand Activation
•Event Design &
Management
•Branded Experience
Management
•Direct MarketingDirect
Sales
•Direct MarketingDirect
Sales
5. The Brief
– Why do we want new advertising/campaign
• To reposition ourselves in a NEW direction.
• To connect with our existing and prospective customers in
a new platform of appeal, value and image.
– What is the consumer insight?
• I love my country. I love being Bangladeshi. Embracing my
heritage and culture gives me the uniqueness that will help
me conquer the world. I want my dress, my ambience,
household to reflect that.
– Advertising Objective
• Establish the NEW brand positioning
• Commence 30 year celebration
6. The Brief
– Who is the target audience
• Young Men/women (25-35)
– What does the target audience think and do now?
• For them Aarong is a trusted brand. They visit the store often, buying
products mostly for gifts, sometimes for their own consumption. For
them Aarong provides the reassurance that they have bought a quality
product, that their friends will appreciate as it is from Aarong. But they
don’t feel excited about the brand. They miss out the excitement. They
don’t feel it fits completely in their life
– What would we like them to think and do in response to the
advertising?
• The advertising should
– a. Trigger strong interest among non – users to try the brand.
• Aarong has surprised me. I never saw it like this. It looks so exciting
and suits my beliefs and values. I want to visit their store. I think it will
make me unique
– b. Encourage regular usage and establish strong connection with the brand.
• ‘Each Aarong product I buy goes with me so well. I am so enthused to
use it.
– c. Establish the New Aarong positioning.
7. The Brief
– What is most likely to achieve this change?
• Only Aarong connects my modern lifestyle with my roots, giving me the
confidence to reach out for a more fulfilling life.
– Why should the consumer believe it
• The advertising is able to touch and emotionally involve consumers in
such a strong way, that it grabs their imagination and makes them
fantasize about the future.
– List of practical consideration for execution
• 2 Key tasks are
– Advertising & execution idea that will help establish the brand positioning.
– Campaign idea and plan for Naksi Katha exhibition
• Naskhi Katha exhibition is not a stand alone event rather the starting
campaign for a number of other activations to celebrate the 30 year of
operation. Aarong through all the events and activation wants to portray
the dawn of a new beginning of reaching out to newer heights.
• All individual activation must provide their uniqueness to the brands
new positioning.
• The campaign plan should focus on the execution plans focusing on
different channels without moving into executional details
• Aarong is a lifestyle brand with a strong association with fashion and
style. It is critical that all campaigns and communication builds reflects
that.
8. Situation Analysis
• We need to break free from being OLD
and STATIC to YOUNG & DYNAMIC
• Has been here, is here, and will be here
• A wide TG – youth, mature, NRB, expat,
et al
– ALL WHO CARE
• The nation is pregnant with possibilities
9. Questions leading to Insights
• How does a national heritage & lifestyle
brand compete on a global scale?
• Does Aarong only mean ‘souvenirs?’
• Does Aarong only mean ‘festivity?’
• What is it that we (TG) desire to obtain
when we shop at Aarong?
– The experience?
– The badge?
– The value?
– The indigenous art?
10. Questions leading to Insights
• What are we as Bangladeshi’s that
define us?
• Is there any discord?
• What can I say (as Aarong) that will be
mine (ownable and extendable)?
• Lastly, if all of the above were to be
considered
– What is our platform?
12. But what are our stories?
• The Story of Stitches
• The Story of Motifs
• The Story of Breaking Boundaries
Not anti jeans but pro Kurta!
13. What do they speak about and
who do they speak to, really?
• The Story of Stitches
– Romanticizing the Nakshi Kantha
– Tertiary TG – the opinion leaders
• The Story of Breaking Boundaries
– Taking pride in being a artisan, a woman, an
entrepreneur, and a free soul
– Secondary TG – the artisans
• The Story of Motifs
– Seeking creative sparks from a design POV
– Primary TG – new and upcoming consumers
The existing consumer stays!
17. A PIECE OF BANGLADESH
That stays with us as our badge of ‘pride’
18. This piece
• Is the freedom that we express through
our daily lifestyle choices
• Is the fusion and adaptability that we
own
• Is in our heart always…
• Extends its meaning to all ‘who care –
about Bangladesh
24. “Nakshi Kanthar Maath” Jasimuddin
Lets retell the stories that make us who we
are.
We commence with the…
25. “An Empowered Nation of Women”
Lets uphold the simple stories of a ‘creative
Bangladesh’
We highlight ourselves being…
26. “The Land of Ideas”
Lets encourage the rise of ‘torch bearers’ of
our heritage
We extend ourselves further by encouraging…
27. Example: Analysing the Kantha
• History
– Encapsulates the rural essence of
Bangladesh
• Design
– Expresses that essence into
geometric & technical patterns
• Usage
– Takes it forward in a multitude of
applications
28. The Execution Plan
• Commencing
– Invite-based inauguration at Shilpakala Academy
• Live Art in Motion: A Nakshi Kantha of 30 years
• PR Exercises
• Open Exhibition
• Highlighting
– Story based programs
– Newsletters
– In-house Sales Training
• Extending
– Design competitions
– Commissioning those designs into artistry
– Showing off the art at outlet locations
29. Extendibility
• All these ‘stories’ should be exploited COMPLIMENTARY
TO EACH OTHER to ensure maximum reach and
frequency by extending the leaps into the following mediums
– Event Marketing – Exhibition & Fashion Shows
– Print (Newspaper, Magazine) – Launch & Tactical
– Outdoor - Launch
– Retail Environment – Architecture & Initiation of Action
– Promotional Activities – yearlong, festivals
– Foundational Activities with Secondary TG
30. However.. There is another side of the
coin
• We are also a very proud nation at our heart.
Freedom has a different meaning to us. We feel
the urge to share this with the person around.
The individualism is on the rise. There is more
to a person than that meets the eye. Ones' way
of fashion is not just a fad anymore; it's more of
a lifestyle with a strong statement. From this
insight the another big idea of our campaign
comes..
32. • My country, my culture and my heritage is is the
source of my inner pride and aarong is the
expression of my outer persona. It is my way of
living. it's about making a statement. It gives me
a voice which shouts my existence and
expresses my free will. "I Aarong" because i have
a mind, which is flying high but my feet are also
firmly grounded to my roots.
explanation..
39. Next Steps
• Awarding the account!
• Finalizing the details
– Cost/Budget
– Timelines
– Deliverables
– Scope
• Design
• Production
• Implementation
– ON A YEARLONG GRID
