1. P L A N . C R E AT E . D E L I V E R .

2. Lineage
Aegis Group plc is the world's fastest growing marketing
communications group.
Listed on the London Stock Exchange (AGS.L)
It employees about 8000 people in over 60 countries
Carat is the only independent media agency in the world.
As we are free from agency ties, we focus on finding better
ways to connect our clients to their consumers

3. Lets Talk Fresh

4. Relevance
• New Media Landscapes present New challenges and
opportunities to reach consumers
• A mere advertising approach does not work any more.
• Mass media is too fragmented and expensive.
• Clients are looking for innovative solutions.
• Carat Fresh has an integrated model that ensures that
brand messaging touches the right consumers through
the relevant mediums to give a unique brand
experience
• Thus, defining ourselves as an experts in
Experiential Marketing

5. Service Offering
Brand Consulting &
Urban Activation Rural Marketing Film Marketing Public Relations
Creative Service
• Brand Activation • Rural penetration marketing • In-Film Product Placement • Press Conferences • Research & Strategy
programs
• Trade Engagement Programs • Out-of-Film Association • Media Interviews • Creative Service
• Rural activation and engagement (Print Ads, Television
• Events programs • Media Relations Commercials, Corporate
Avs, collaterals, BTL creative
• Exhibitions and Symposiums • Haat & Mela participation • Media Profiling adaptation)
programs
• Digital Media Solutions • Brand Identity design
(Architecture, Logo, Positioning,)
• POS Designs & Packaging
• Market/ Consumer
Understanding

6. Our Clientele

7. Team Fresh
Sidharth Ghosh : Business Director
• Created Planman Life: the Events division at Planman
• Conceptualized & managed marketing events for brands like
• Cambridge, Spykar, Cross, Wella, Dunhill, Gucci, Montblanc, Trussardi, Bora Bora, VIP Maxwell, Shaw
Wallace, Kores, Provogue, TNS Mode & German Remedies
• Brought international brands like MICHAEL LEARNS TO ROCK and AIRSUPPLY to India
Current Profile:
Key role in conceptualizing & implementation of BTL & brand activation initiatives
Sampath Shenoy: Business Director
• Has over a decade of experience in the field of Brand consulting, Advertising, Rural Marketing & Market
Research.
• Headed Planning & Research at Perspectrum- Percept Ltd. Division.
• His early assignments with Market Search IPL, Linterland have seen him work on various brands like
Sunsilk, Idea Cellular, Reliance, Tata Tele, Grasim, Tata Trent, Parle, etc.
Current Profile:
Responsible for driving integrated marketing communication solutions

8. Reach
Head Office: Affiliate Operation Centers
Mumbai – WB: Kolkata
– Bihar: Patna
Regional Hubs – Orissa: Bhubaneshwar
Mumbai: West & South – M.P: Bhopal
India – Chhattisgarh: Raipur
Delhi : North & East – Gujarat: Ahmedabad
India – UP: Lucknow
– Rajasthan: Jaipur
– Karnataka: Bangalore
– Punjab: Chandigarh
– Kerala: Cochin

9. Urban Activation
Winning Solutions
• Air Asia • MAAC 24fps
• Triumph • IIFJAS
• Triumph • Audi + Tanishk
• Harley Rock Riders • Mills & Boons
• Reebok Easy Tone • CFSI
• Idea Oongli Cricket • Singapore International School
• Idea • MAAC Toon Club
• Philips • CNCB TV18
• Budwiser • Reckitt Benckiser (Veet)
• Reckitt Benckiser (Vanish) • Olympus
• Ibp • TCI Foundation
• MAX Fashion Icon • Reebok Zigtech
• Lipton • Max Stores
• Total • Apollo Hospitals
• Blacpower Whiskey (Tilaknagar Industries) • Panoptes
• GreatWhite

10. Objective
• To generate awareness about Air Asia’s launch in
Kerala
• To generate hype prior to the press-launch in
Cochin
Target Markets
• Cochin, I Trivandrum I Tiruchirapalli
Activity
• Road-show & engagement games
• Entertainment: Chendamelam drummers
• Sales Offer & On-spot inquiries
• House Boat as an innovation medium
End Benefit
• Locations visited across cochin: 67
• Interactions (Cochin): 56,950 prospects
• Brand awareness & Visibility for 7 days
House Boat Innovation & Road Show

11. Day 1
Objective
• To generate awareness for Air Asia
Target Markets
• Bangalore
Activity
• Mall Activation
• Large Led wall to play AA ads
• Instant Gratification on Brand Engagement
• On-spot sales & Offers

12. Objective
• Promote End of Season Sale
• Drive footfalls to the store
Target Markets:
Mumbai I Delhi I Hyderabad I Bengaluru
Activity
• Live Mannequins
• Floating promoters wearing Leotard dress were
used to create a buzz, inform people and drive
people to the outlet.
• Branded Arch gate
• Magician for consumer engagement
End benefit
• Activity generated lot of PR due to Live
Mannequins
Retail Innovation & Engagement

13. Objective
• Launch of Mansion House Whisky
Target Markets
• Mumbai & Hyderabad
Activity
• Launch of Whisky Brand amongst retailers and
Dealers
• Stand up act by Sunil Pal
• Performances by Belly Dancers
• Laser Show
• Special AV unveiling the campaign
Brand Launch

14. Objective
• Launch of two brands under Panoptes:
Panoptes Metrasens and Panoptes Secure.
Activity
• Collateral Design: Brochure, Invites, Press
release, Stage Design, Audio Visual.
• Event:
Conceptualization & Monitoring of the event
with an active control on PR activity
End benefit
• Attended by top government officials, eminent
radiologists, owners of leading malls, hotels and
leading real estate players of the city.
• Coverage in leading dailies like Indian express,
Hindustan times, Economic times, etc.
• Coverage in web portals like yahoo, rediff etc..
Brand Launch

15. Overview
• 24fps Awards has been organized by MAAC
(Maya Academy of Advanced Cinematic)
• MAAC has successfully organized 24fps Awards for 6
years now.
Agency Role
We were the sole marketing partners for 7th 24fps Awards
• On ground production
• Marketing
• Sponsorships
• Media tie-ups
Event Inclusions
• Performance by Prachi Deasi
• Performance by Krishna Troupe
• Hosted by Roshni Chopra
Award Show

18. Objective
• Plan and execute India’s most prestigious Rock
Festival-Harley Davidson Rock Riders (Season II)
Activity
• End to end planning & execution of the event
• HRR featured India’s best Bands
• Parikrama
• Split
• Half Step Down
• Circus
• Thermal Quarter

19. Objective
• To create brand awareness
• To make the term ‘batting’ synonymous to
‘asking for a Blacpower Whiskey’
Activity
• A batting challenge was conducted across the
city
• Hundreds of people participated
• The grand finale saw prize distribution as well as
dance performances

20. Overview
• The pioneers of electrical switches in India-
Anchor have made a comeback with the launch
of a new company ‘GreatWhite’
Objective
• Conduct an on-ground activity to announce the
launch of GreatWhite
Activity
• Royal Messenger to announce the launch of
GreatWhite
• Royal Parade @ venue
• Switch shaped Inflatables
• Magicians
• Greatwhite branding through
flags, standees, banners, placards, etc

21. Activity
Fashion Show
• Venue design including set-up, lights, etc
• Choreography
• Model sourcing
• PR
• Guest celebrity Zeenat Aman
Fashion Show

22. Target Market: Gurgaon
Activity
• Customer loyalty event for a mutual Customer
base of Audi & Tanishq
• Sales platform for upcoming launches
Customer Loyalty Event

23. Event
• Announce the winner of an on-ground writing
contest, thereby select a new writer who will
further author the book for Mills & Boons
• Celebrate the 3rd Anniversary of this property
Activity
• Event Planning & organization
• Venue & stage décor/ lighting, etc
• Food & Beverages
Anniversary Event

24. Objective
• Create a platform for engaging kids
• Showcase the best of the children films from
across 100+ countries
Activity
• On-ground marketing
• Promotions
• Event Management
• Sponsorship Management
• PR
• Collateral design, etc
Kids Engagement Event

25. Objective
Plan and organize the Annual Day Celebration
Ensure participation from maximum number of students
and parents
Activity
• A theme based entertainment evening to showcase
student talent
End benefit
• Students got an ideal platform to showcase their
talent amongst parent/ student/ teaching
community
• Portrayed the school’s efforts towards complete
development of students
Student Engagement Program
(Annual Day)

26. Objective
• Teacher engagement
• Educating the benefits of animation for the
students
Activity
• Traditional animation workshop for Art & Craft
teachers
• 10 day RSVP activity reaching 120 schools
• 2 day Animation workshop with guest lecturers
End Benefit
• Engagement created amongst 80 Art & Craft
teachers from 67 different schools
• Art teachers learned the benefits of animation
through participation in different exercise
School Contact Program

27. Objective
• Launch of India’s Largest Search Service Provider
Activity
• Launch Strategy
• Launch Event
• Celebrity management
• Press conference
• PAN India press coverage
• Merchandizing support
• Design collaterals

28. Objective
• Max Fashion Icon 2011 (Auditions-Rehearsals-
Finale)
Activity
• 3000+ entries
• Finals judged by celebrated fashion choreographer
Achla Sachdev
• Amplification on Radio, Digital & Outdoor

29. Activity
• Carat Fresh handles Lipton’s on-ground duties
across India
• Carat Fresh handles new on-ground launches for
Lipton for all internal and external events
Brand Launch

30. Objective
• Establish the positioning ‘Bike Oil for Winners’
amongst the TG through an on-ground activity
Activity
• Road Show
• Canter activity
• Engagement Games
• Snakes & Ladders
• Dart Game
• Jigsaw Puzzle
• On-the spot sales
Road Show

31. Objective
• To make prospects aware and try Reebok new
product called Easy Tone Shoes
Target Markets : Surat I Jaipur
Touch Points:
Jogging Parks I Residential Societies I Malls
Activity
• Trial Generation
• Integration with Radio to generate awareness
amongst larger audiences
End Benefit
• No of prospects contacted per day: 300
• No of Trials generated per day: 50 – 60
Road Show

32. Objective
• Promote ATL campaign ‘Idea Oongli Cricket’ aired
on television
• Drive maximum SMS from Idea as well as other
subscribers.
• Generate strong recall of Campaign SMS numbers.
Target Market: Uttar Pradesh (W) I Uttaranchal
Activity
• A branded mobile van/ Road Show
• Brand recall
• Customized Oongli cricket games (on-ground)
• Product education
• Sales drive (for increasing daily SMS)
Road Show

33. Objective
• Highlight the relevance of creating a movement
by forming groups
• Generate encouragement to stand for different
social issues
Activity
• Street play campaign across different towns in
Haryana
Target Market: Haryana
Road Show

34. Objective
Generate awareness and target audience engagement
Target Market: Bangalore
Touch Points: RWA/ Apartments
Activity
• Campaign: ‘The Wardrobe Challenge’
• Audience participation on wardrobe quiz
• Impact outdoor (dummy iron releasing steam)
• Integration with radio
Residential Contact Program

35. Objective
• Reach out to various consumers across permit
rooms & bars.
• Disseminate brand information to the relevant TG.
• Generate Database & Maximize sales.
Activity
• The activity was conducted across ‘A’ list bars &
restaurants in Karnataka, AP & Goa.
• A lucky draw contest was conducted amongst
those who bought Budweiser.
• Consumers were educated about the brand.
• All outlets were branded prior to the activity.
End benefit
• On an average 25-30 additional beer bottles were
sold per outlet.
• The same format was scaled up to Pubs &
Premium hotels as well.
Pub Activity

36. Objective
• Generate Awareness
• Induce Product Trials
• Educate about the sales scheme
Target Market: Delhi
Activity
• Retail Promotions (MTOs)
• Product education
• On-ground trials
• Instant feedback
• Driving sales scheme
Retail Activation

37. Objective
Trial Generation amongst the male conscious male audiences
Activity
Plan & execute mall activation across different cities
Mall Activation

38. Objective
• Generate awareness about the Launch of MAX
store
• Drive footfalls
• Induce sales
Campaign
• Hence the entire activity was designed around ‘Rs
599’ as the brand tag line is ‘Look good, Feel good…
Fashion under 599’
Engagement
• Max Make-over: Prospects invited for a makeover
• Max Weight & Max Height:
• Prospect whose weight or Height was 59
won a MAX voucher
End Benefit
• Footfalls generated over weekend: 8870
• Total Sales over weekend: 10,95,441
Store Launch

39. Event
• Launch of ‘Sugar Clinic’ by Apollo Hospitals on
World Diabetes Day
Venue: Apollo Hospital, Delhi
Activity
• World Diabetes Day celebration
• Press launch of ‘Sugar Clinic’
• Inauguration by Wasim Akram
Brand/ Service Launch

40. Objective
• Excite the TG to watch budget on CNCBC TV18
• Target Audience engagement with CNBC TV18
Target Markets:
Mumbai I Delhi
Activity
• Corporate Contact Program
• Cutout of Pranab Mukherjee was placed at the
venue (selected media agencies
• Plasma TV was installed and branding done on the
same
• Quiz contest (based on budget)
• Winners take home freebies from CNBC TV18
Corporate Contact Program

41. Objective
• Introduce Ready to use wax strips
• Induce Product Trials/ Sampling
• Request feedback from the TG
Target Market: Delhi I Mumbai I Bengaluru
Activity
• College activation
• Product education to core audience
• Product sampling
• On-spot feedback
College Activation

42. Event
• Photo Fair 2010
• Photo Fair 2011
Venue
• Pragati Maidan, New Delhi
Activity
• Product launch
• Trade exhibit
• Fashion show
• Workshop by Ajay Jain
(Renowned global travel photographer)
Exhibition

43. Event: Auto Expo, New Delhi
Objective
• Create brand awareness of TCIF
• Highlight the various initiatives undertaken by
them
Activity
• Stall Design
• Creative Support
• event logo unit
• Brochure
• direct mailer
• CD sticker
• Event management services.
Exhibition

44. Rural Marketing
Winning Solutions
• Nokia: NLT Tools
• Ecobus: Prasanna Travels
• Idea

45. Objective
• Promote ‘Nokia Life Tools’ (NLT)
• Retailer & Consumer education on NLT
• Encourage Sales
Target Markets
• Rajasthan I Punjab I UP I Kerala
• 3.5K – 10K population villages
Activity
• Brand promotion
• Product education & Demo services
• Audience engagement
• Sales: Retail & Consumer
End Benefit
• Awareness Generated: 35000+ farmers
• Total No of handsets sold: 7525
• New retailers enrolled: 4965
• NLT Training to Retailers: 10030

46. Objective
• Generate awareness about ‘ECO BUS’ service
• Position Prasanna travels as a quality public utility
transport
Target Market: Jalgaon
Activity
• Pre-launch Hype generation through
• PR, Print ads, Posters, Leaflets, Radio
• Launch coverage across major Newspapers and
News channels in Jalgaon
• Print, Radio and Outdoor used for launch
• Post Launch Interview with Mr. Patvardhan
(Owner)
End benefit
• Posters : 100
• No of leaflets distributed: 8000
• Radio Spots: 10 days starting launch day
• PR coverage across all major Newspapers (Jalgaon)

47. Objective
• Associate the brand with spirit of one language
Target Market
Bihar I Jharkhand I MP I Chhattisgarh
3.5K-10K Population Villages
Activity
• Campaign Idea: Cinema Ghar
• Movie screening across 1900 in a period of two
months
• TVC inserts
• Audience Engagement
• Record Sales

48. Film Marketing
Winning Solutions
• Air Asia + Thank You
• Olympus + Bodyguard

49. Background Our Recommendation to Air Asia
• Air Asia wanted to promote its property ‘Air Asia • Tie up with the movie ‘Thank You’
Travel Fair where consumers would get best fairs
from Air Asia Activities as a result of the Tie-up:
• At the same time, Movie ‘Thank You’ was about • Co-branded campaign released in
to release.  Print
• Starcast of ‘Thank You’: Akshay Kumar, Suniel  Radio
Shetty, Bobby Deol, Irfan Khan, Sonam Kapoor,  Outdoors (15 sites for 10 days)
Rimi Sen, Celina Jetley • Contest launched amongst the TG.
• Winners get a free merchandize from the ‘Thank
Challenge: You’ movie
Air Asia: • Visitors to the Fair also get to meet Suniel Shetty at
• Amplify the activity in the given budget the property venue.
• Drive footfalls to the activity • The movie star cast also get an opportunity to
promote the movie amongst the fans through
Movie ‘Thank You’: appearance, merchandize, etc
• Promote the movie
• Drive more people to watch the movie
Target Market: Delhi I Mumbai (Phoenix Mills)
Movie Association

51. Activity
• Tie up of Olympus with the movie ‘Bodyguard’
Promotions as a result of the Tie-up:
Co-branded campaign released in
• Print
• Retail
• POP
• POS
• Standee
• In-store branding
• In-store Commercials
Target Market: Pan India
Movie Association

52. Public Relation
Winning Solutions
• TimePass Digiplex
• Bond: The Fun Bar
• Baaya Designs
• IBP
• Sukho Thai
• Total

53. Objective
• Launch of TimePass media Pvt. Ltd in tier II & III
cities
Challenges
• Unknown entity
• Company not been listed
• Sources of Funds confidential
Activity
• Press releases (vernaculars in 5 states)
• Interactions with the Managing director
• B2B magazines, film magazines, specific
financials, vernaculars
End Benefit
• Media Acceptance
• Key messages highlighted
• Positive response from the local partners
• Enhanced sign-ups

54. Objective
• Generate maximum visibility by creating unique
content for PR
Activity
• Listings for live gigs, food and cocktails
• Pub review columns
• Industry Related stories for brand recall
• Courtesy shoots
End benefit
• Media Acceptance
• Top of the mind recall amongst the consumers
• Visibility amongst the best pubs in the town

55. Objective:
• To promote Baaya Design’s offering and create top
of the mind recall
• To focus on Consultancy services offered by Baaya
Design
Activity:
• Media familiarization
• Product Listings
• Profiling Shibani Jain ( MD & Founder )
• Contributory articles on projects
End Benefit:
• Increase in footfalls
• Media Acceptance
• Exclusive 2 page story for Shibani Jain with Society
Interiors magazine
• Stories with TOI & Mid-Day for Axis Bank project

56. Objective : Vartaadeep- Mumbai
Launch Indian Business Pages
Create maximum awareness by getting PAN India
coverage
Activity :
• Drafted and disseminated the Press Release
indicating the Launch of Indian Business
Pages with Juhi Chawla as the Brand
Ambassador
Lokmanya Sanjvarta - Pune

57. Objective:
• To promote SUKHO THAI ( The Thai Foot Spa ) as
Mumbai’s Best Foot Massage
Activity:
• Spa reviews
• Event Listings
• Profiling Mr. Shailesh Patil ( Director)
• Feature stories
End Benefit:
• Top 10 Best Spa story with India Today magazine
• Exclusive profiling in Hospitality Biz magazine for
Mr. Shailesh Patil

58. Objective :
To promote the free PUC Camps conducted for all the
segments by TOTAL lubricants on World Environment Day
Activity :
• Media familiarization
• Event Listings
• Press release dissemination
• Interaction with spokesperson

59. Brand Consulting &
Creative Services
Winning Solutions
• TIFY
• TimePass Digiplex
• Credila, an HDFC Ltd. Company
• Tata Kisan Sansar
• Tata Paras
• Nunhems (Bayer)
• WHO

60. Objective
To recommend brand communication strategy along
with creative's
Activity
Recommended brand communication strategy and
created complete brand identity Kit which included:
• Brand Architecture,
• Brand Positioning,
• Brand Logo,
• Packaging,
• Marketing Collaterals &
• Mainline advertisement: Print ads, Radio
Jingle, Television commercial
• In the stage of conducting activation programs
for the brand.

61. Objective
• Define category , positioning & communication
strategy of the brand
• Provide communication support to the brand.
Activity
• In order to nullify the competition from K Sera
Sera’s brand which had owned the category by
calling their cinema chain as “Miniplex” we
repositioned Timepass miniplex to Time pass
“Digiplex”
• Defined positioning and the tone
• Print Ads for inviting Franchisee

62. Objective
• Define Positioning & Communication strategy of
the brand
• To provide communication support to the brand.
Activity
• Defined positioning and the tone
• Planned a 3 phase campaign for the brand
• Print Ads
• Emailers
• Posters
• Banners
• Mouse Pads
• Danglers
• Calendar, etc

63. Activity
• Brand custodians for TKS, an innovative rural
retail offering
• Creative partners for launch and sustenance of
various offerings under TKS

64. Activity
• AoR for the country’s leading fertilizer brand
• Reaching out to the farmer through innovative
ATL and BTL solutions

65. Activity
• Communication consultants for the seeds division
Nunhems of the global giant Bayer
• Planning and designing of local and global
marketing collaterals for the brand

66. Activity
• Strategy consultants for UN’s health
agency
• Communication partners for marketing
collaterals

67. Summarizing our scope of work…
Urban
Activation
Brand
Consulting
Rural
&
Marketing
Creative
Services
Public
Film Marketing
Relations

68. Thank You