1. Group-6
Shubhra BundelaShubhra Bundela
• Samiksha LohiaSamiksha Lohia
• Zarina YunusZarina Yunus
• Shelley SahaShelley Saha
• Sonal GeraSonal Gera
• Souma MukherjeeSouma Mukherjee

2. Flow of The Presentation

3. About The Cause
BackgroundBackground

5. ABOUT US
COMMUNICATION FOR CREDIBILITY

6. About Aircel
Parent Company
Maxis Communications; Apollo Hospital
Category
Mobile service provider
Sector
Telecommunication
Tagline/ Slogans
Your World of possibilities
USP
Simplicity and the ‘boy next door’ image; cricket connect

7. Why Save the Tigers
We are a telecom company. Mobile phones reach people. We saw an opportunity to
create awareness amongst people to
‘ Save the Tiger’. At the rate we are going , two years from now even the 1411 will perish.
Nobody seems to bother! If we don’t act now, we will loose all the tigers in the wid.
- Sandeep Das, Director In-charge
of Indian Operation Aircel Ltd.,
in an e-mail interview in hardnews media in 2010

8. Strength Subscriber base over 27mn
Weakness 1.Profitability is an issue
2.Lack of advertising
3.Low brand visibility
Opportunity 1.Fast expanding cellular market
2.Latest and low cost technology
3.Untapped rural market
4.Value added services
Threats 1.Competitors low price offering
2. Saturation point in Basic telephony service
SWOT of Aircel

9. Save the tiger Campaigns
2009-10
• In collaboration with WWF
India
• Digitalized Campaign
• 2.3 million likes on facebook
page
• 1,55,923 people joined the
cause in their official
website
• Support initiative fund
2010-2011-2012
• Partnered with NDTV along
with the Sanctuary
Magazine and the Wildlife
Conservation Trust
• Multimedia Campaign
• 12-hour Telethon
• 5.81 in 2011-12

10. Brand Connect

11. Save The Tigers-2013
- by Iris pr
• Starts in January with RoundTable Conference and Press Release
with the earlier campaigns
• Revamp online media
• Roar (Replenish Our Ailing Resources)- Engagements/ Contests
• RoadTrip
• Going to where its affected from- Rural andTribal India
• Awards to real saviours

12. PR Objective
National awareness and
encouragement of people to save our
national pride
-initiative by Aircel

13. Target Audience
STUDENTSSTUDENTS a. College
b. School
Government
a. Prime Minister
b. Ministry of Environment &
Forests
c. Ministry of Tourism
d. Ministry of Rural Development
e. Ministry of Tribal Affairs

14. Contd...
Rural – Areas near Tiger Reserves
NGOs Animal ActivistsWWF
Key Opinion Leaders Media Houses
Wildlife Photographers
Discovery/National Geographic
Wildlife Magazines

15. Stakeholder Mapping
Power - ability to
influence
Interest - they can be
active or passive
Attitude – they can
‘back’ (support)
or ‘block’ (resist).

16. Stakeholder Mapping

17. Stakeholder Mapping

18. SaboteurSavior
Time
Bomb
Friend
Sleeping
Giant
Irritant
Trip WireAcquaintance
High Priority
Medium PriorityMedium Priority
Low PriorityLow Priority
Stakeholder Mapping

19. Saviors
Government:
Ministry of Tribal
Ministry of Rural Development
Ministry of Environment and
Forest
Deputy Forest Officers
Officers – Wildlife Sanctuaries
Scientists
Zoologists
High Priority

20. Saboteurs
Poachers
Tiger Trafficers
High Priority

21. Medium Priority
Friends
Government:
Ministry of Tourism
Tiger Protection Force
Rapid Response Units
PETA
Activists

22. Medium Priority
Irritant
Villages

23. KOLs
Government
•Manmohan Singh, Prime Minister
•Smt. Bina Kak, Chief Minister, Rajasthan
•Smt. Jayanti Natrajan, Environment Minister
•Shri Jairam Ramesh, Minister of Rural
Development and Ex-Environment Minister
•Kishore Chandra Deo, Tribal Minister
•Chiranjivi, Minister of Tourism
Others
Member Secretary, National Tiger
Conservation Authority
•Khap Panchayat

24. KOLs
Film &
Celebrities
•Shekhar Dadatri, Documentary Film
maker of “Truth about Tigers”
•M.S. Dhoni, Brand Ambassador, Aircel
•Baichunh Bhutia, Football Player
•Rahul Dravid, Cricketer
•Amitabh Bachan, Actor
Scientists
•Dr. Raman Chandawat, Scientist, Panna
Reserve
•Dr. Ulhas Karat, Scientist
Activists &
Supporters
•Bilanda Ryat, Social Activist
•Balmiki Thakur, Activist
•Bittu Sehgal, Wildlife Journalist

25. Public RelationsPublic Relations
Mediums Available

26. Why PR?

27. Target Audience-Youth

28. Online Tactics
• Online Contests-Twitter Trends
#VacationInJungle
#IfTigersGetExtinct
#SaveThePride
• Facebook Engagement
• Videos onYoutube
• Facebook Updates about tiger reserves
• Articles of different D.F.O’s in save the tigers page

29. 24th
January,2013
RoundTable Conference
Our Honourable Guests
Shri. S. Jaipal Reddy,
Hon. Minister of Science & Technology
& Earth Sciences,
Smt. Jayanti Natrajan,
Hon. Minister of Environment & Forest
Dr. Ulhas Karat,
Scientist.
Media Journalists,Environmentalist
& Forest Officials
AgendaAgenda
Imbalance in the ecosystem
Breeding
Conservation
Indian Heritage

30. No. Elements Particulars Cost (Rs.)
1 Venue Tivoli Gardens
80,000 (inc.
all facilities)
2 Press invites (40)
Printing and
sending
2,800
3 Travel Vehicles for guests 10,000
4 Decor
Banners,
Backdrop, flowers
30,000
5 Photography Photographer 7,000

31. No. Elements Particulars Cost (Rs.)
6 Refreshments Lunch 20,000
7 Press Kits(30)
Press release,
factsheets, profile
30,000
8 Memento (30) Gifts 20,000
9 Visual Equipments Projector, Laptop 12,000
10
Other
arrangements
Labour, material 15,000
Total 2,26,800

32. PROJECT-ROAR

33. ELEMENTS DETAILS
VENUE Delli Haat / Rs. 20,000
LICENCES ETO & DCP, MCD
Technical
1,00,000
Sound & Lights
CREATIVE FESS
1,00,000
Poster,pamphlet,brochure,
backdrop,ticket,print ads
MANPOWER
1,00,000
Publicity tenure, concert date, calling,
runners, over all co-ordination
Souvenir
100000
For Kol’s and contestants
PRINTING & PRODUCTION
2,00,000
Backdrop, poster, pamphlet, ticket,
brochure, stage set up
PUBLICITY & PR
5,00,000
Online tie-up, radio tie-up, tv tie-up,
print, coverage pre & post event
TRANSPORT
10,000
Over all co-ordination for above
mentioned
ARTIST MANAGEMENT
50,000
RJ to MC the show

34. Road Trip
• 30th
May, 2013
• A bus leaves from Dilli Haat at 5 a.m.
• Bittu Sehgal – Wildlife Journalist
• Balmiki Thakur – Activist
• 10 people from Online Competitions
• 2 Nukkad Naatak Groups ( 7 members each)
• 10 Wildlife Photographers and artists
• Management team from Aircel and Iris PR

35. Sariska/Udaipur/Ranthambore
Day 1, Day 2

36. 30th
May,2013
• Reaching Sariska Wildlife Sanctuary and Udaipur
• Event with the local artists and contestants
• Call local media- Print- Madadgaar, Pratigya, Rajasthan Patrika ,
Dainik Bhaskar, Praatahkaal.
Broadcast- Mewad channel, Etv Rajasthan, Ndtv.
Digital-Facebook updates, Videos

37. 31st
May, Udaipur
• Sajjangarh- Kavita
Goyunda
Teetri
• Kumbhalgarh
•Other surrounded villages & tribes
1st
June, Ranthambore

38. 2nd
June, Jaipur
Press Conference followed felicitation ceremony
at Jawahar Kala Kendra.
Guests- KOLs
1.Smt.Bina Kak
2. Bittu Saigal
3. Balmiki Thakur
4. Irfan Khan
5. Swarup Khan ( Indian Idol-6)
6. Bagha Dance
7.Khap Panchayat
8.D.F.O.’s
9.Ministry of Rajasthan

39. Budget
• Travelling- Bus( 50 )= Rs.5,00,000
• Accommodation= Rs.4,00,000
• Food and beverages= Rs.2,00,000
• Paid to the Local Artists= Rs.100000
• Technical Expenses= Rs. 200000
• Security= Rs.50000
• Backdrops= Rs. 50000
• Souvenirs= Rs. 100000
• Refreshments= Rs. 60000
• Press Kits = Rs. 40000
• Invites = Rs. 5000
• Cabs for Media people = Rs.
20000
• Phone bill = Rs. 20000
• Campaign Badges = Rs. 20000
• Cabs for D.F.O.s = Rs 20000
• Swaroop Khan = Rs. 15,000
Total= Rs. 18,00,000

40. Security Issues
• Tight Security
• Helpline numbers
• Fire Extinguishers

41. Proper Media Tracking
•All important journalists invited
•Press releases sent to the absent journalists
•Follow up

42. Technical Issues
•Additional Generators/Inverters in case of power cut
•Technicians availability
•Back up of important files
• Transport options

43. •Prof. Ramola Kumar
•Mr.Samir Sir
•Ms.Rupanjali Lahiri
• Mrs. Geetika Lidder
•PG 17 – Sagar, Archita, Himani
• PG 18