SUMMER PROJECT
ON
Intellectual Property Creation, Event Conceptualization and Branding for leading corporate houses, CSR Foundations and Celebrities,
BY
Varun Pillai
PGDM (2013 – 15)
SPECIALISATION: MARKETING
ROLL NO: PG130096
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ACKNOWLEDGEMENT
I take immense pleasure to thank Mr. Aditya Bhat, CEO, Business of Ideas. He guided me throughout my internship and helped me out with all the projects undertaken. I am grateful to his valuable suggestions and inputs given by him to make my projects successful. I can never forget his fatherly guidance and his utmost friendly and sincere attention towards me.
He has been a great support in making us learn different aspects of various projects undertaken and understanding various critical aspects involved in developing successful business models and campaigns.
A special thanks to the Core Team for providing me with the training and every kind of support related to my project.
Lastly, I would like to thank every other employee and associates of Business of Ideas, whom I met during different phases of my internship and providing me with brief but useful information about the practices in their organization
I am also very thankful to my Course Co-ordinator Prof. Vikas Naik, MET ICS, & the placement cell who gave me the opportunity to work for Business of ideas.
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TABLE OF CONTENTS
Sr. no Contents Page no.
4 1 Executive Summary
7 2 Role as an Intern
8 3 Industry Overview
10 4 Company Overview
Projects: Intellectual Property Creation For Leading Corporate 18 5 Houses:
Event Conceptualization 37 6
39 7 Branding
41 8 Conclusion
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1. EXECUTIVE SUMMARY
The Project primarily focuses on the areas of our business activities, all directly or indirectly, related to CSR and approach of doing it creating a bigger impact for the impact in the society.
The Six Areas of Work for ‗Business of Ideas‘ are: 1. Business Of Brands a. Below The Line activations. b. Ideation, Strategizing and creation of activation to create brand engagement. c. Advising Communication strategies. d. Creating Advertisement funded programs
2. Business Of Print a. Creative Agency on Board with Times of India. b. Creation of intellectual properties. c. Creating customized brand solutions for print and interesting Integrations for existing and new sponsorships d. Creation of 360 degree plans for the Various Brands who wish to be associated with the Media House.
3. Business Of Television a. Creation of Original Non-fiction formats & event properties b. Development of special Vignettes and smaller TV creative. c. Conceptualization of Special Televised events for film promotions as well as Indian Festivities on every General Entertainment Channel.
4. Business of Cinema: a. Designing & Consultation on the entire promotional campaign along with the marketing calendar for films right from the First look of the film till its release in association with the Production house.
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b. Creation & execution of unconventional & innovative marketing ideas which are low at cost and garner twice as much as media coverage their conventional counterparts which includes The First look , Music Launch , Premiere , city Visits with stars ,TV shows integrations , Press Pegs in Media etc.
5. Business of Events: a. Conceptualization & creative direction of Huge events such as Femina Miss India. b. Designing of Brand launches all across the country – for products across all categories (E.g.: CCF -Chicken comes First, Reliance Mega Mall launches across the country) c. Due to Our understanding of The Media and Marketing mix & its dynamics we have created Events with High PR / buzz values, can be scalable based on briefs and budgets by our clientele.
6. Corporate Social Responsibility:
CSR is a new stream that we are building and have worked with several organizations and individuals to create IP's that have a heart. Most recent being 'Swades Foundation' for which a campaign thought that we created is set into execution mode for Zarina Mehta and her team.
Similarly, we are creating a campaign thought for South Indian Star Dhanush in regards with his personality and image in public and movies.
Hence As a company, we conduct an in depth analysis of the celebrities image in general public and create intellectual properties which the star can support year on year.
Once the idea is approved by the star, we pitch the same thought process to varied brands involved in similar line of business. Hence creating a synergy between the brand, the celebrity and the particular cause to which both of the entities would like to lend a helping hand to.
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The Benefits to the Celebrity through this association are as follows:
1. Better Platform for the brand and the celebrity through the mutually helpful collaboration
2. The Celebrity can actually witness the help reaching out to the intended people rather than giving away an amount to a NGO.
As an intern I had this opportunity of working in most of the fields of their work. Our main aim and objective was to come up with ideas and strategies. Also as we have exclusive tie ups with some companies in all the mentioned fields of work, we used to roll up our sleeves for any of their upcoming events, TV show briefs, Print IPs, movies etc.
Germination sessions throughout the week helped me to gel well with other employees and associates of the company and align my thought process, with that of the company and the industry.
Most of our work was done in the form of Presentations using PowerPoint. A special format or sequence of slides was to be followed when we used to create formats of television shows and IP‘s.
The allocation of work to me was generally given on daily basis, where in some cases we used to work on the basis of client brief.
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ROLE AS AN INTERN
This internship exposed me to a lot of new experiences which have given me a lot of knowledge and depth into the Media and Entertainment Industry. The internship program was from May 2, 2014 to 30th June, 2014 Roles and Responsibilities: a. Creating a 360 degree Marketing plan for the upcoming Bollywood Movies b. Creation of Database of CSR Consultants and NGOs based in Mumbai c. Conceptualization of Events for Brands d. Attend Client Meetings with the CEO Mr Aditya Bhat e. Brand integration thought processes for events. f. Creating Intellectual Properties relating to Corporate Social Responsibility for Corporate and Celebrities
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2. INDUSTRY OVERVIEW
a) TV industry : Television in India is a huge industry and has thousands of programs in all the states of India. The small screen has produced numerous celebrities of their own kind some even attaining national fame. TV soaps are extremely popular with housewives as well as working women. Approximately half of all Indian households own a television. As of 2010, a total number of 515 channels are available in the country out of which 150 are pay channels.
b) Print Industry : Indian print media is one of the largest print media in the world. The history of it started in 1780, with the publication of the Bengal Gazette from Calcutta. The Indian language papers have taken over the English press as per the latest NRS survey of newspapers; the reason being the growing literacy rate which has a direct positive effect on the rise of circulation of the regional papers. The people are first educated in their mother tongue as per their state in which they live for e.g. students in Maharashtra are compulsory taught Marathi language and hence they are educated in their state language and the first thing a literate person does is read papers and gain knowledge and hence higher the literacy rate in a state the sales of the dominating regional paper in that state rises.
c) Movie Industry : The Hindi language film industry of Mumbai—also known as Bollywood—is the largest and most popular branch of Indian cinema. Hindi cinema initially explored issues of caste and culture in films such as Achhut Kanya (1936) and Sujata (1959). Hindi cinema grew during the 1990s with the release of as many as 215 films. With Dilwale Dulhania Le Jayenge, Hindi cinema registered its commercial presence in the Western world.
India has the world's biggest movie industry in terms of the number of movies produced (around 800 movies annually, mostly in the Hindi language. Tamil, Telegu,
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Bengali and Malayalam are the languages in which most of the non-Hindi films are made).
Today, the technology of film-making in India is perhaps the best among all developing countries though the films themselves remain mostly repetitive in storyline and content. Superior movies, in thematic and creative terms, are made in many developing countries with less sophisticated technologies.
According to unofficial estimates available in January 2001, the Indian film industry has an annual turnover of Rs. 60 billion (approximately US$1.33 billion).
d) Sports Industry : Sports in India include cricket, chess, badminton, field hockey, tennis, association football and golf. Field Hockey is the official national sport in India, and the country has eight Olympic gold medals in field hockey, though cricket is the most popular. Other popular sports include football, tennis, volleyball, and badminton. After the 1982 Asian Games hosted in New Delhi, the capital city now has modern sports facilities, and similar facilities are also being developed in other parts of the country. Besides sports and games included in the international sporting agenda, there are many which have developed indigenously.
Throughout the country a wide variety of sports are played. India is home to several traditional sports which originated in the country and continue to remain fairly popular. These include kabbadi, kho kho, pehlwani and gilli-danda. The British rule brought many popular sports in India including football, rugby union, cricket, golf, tennis, squash, hockey, boxing, snooker, and billiards.
With growing Indian Economy, India has started spending a huge amount of money for sports marketing too especially for sports like; Cricket, Basketball, Football and Lawn Tennis.
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3. COMPANY OVERVIEW
Business of Ideas is a Start Up company formed around 6 months back with the vision of our CEO, Mr. Aditya Bhat who has several years of experience in this industry and also teaches some elite B-Schools of the city as a part of his passion. The motto of the company is – ―Think. YOU‖ It focuses on the objective of continuous 360 degree thinking in all fields of our business and coming up with innovative relevant ideas. The company is thus in the business of ideas and creativity within which the core competency lies in forming GEC fiction and non-fiction shows, events, movie marketing and IP‘s for various brands .
I. BUSINESS OF TELEVISION : Create Original Nonfiction format & event properties for various GEC & niche Channels. We are also in close Tie ups with Major Production Houses like Endemol and Colosseum and Networks like Star TV Have to our credit the MAX NO OF ORIGINAL FORMATS ON INDIAN TELEVISION IN THE PAST 2 YEARS in the GEC space – Rakhi ka Swayamwar, became the largest show of 2009 Create Advertiser Funded Shows (AFPs) - most recent being 3 in the last months on all leading GECs – Star, Colors, Zee for Maruti, LG & Panasonic respectively. 4 more shows in the next 2 quarters. Creatively Direct & execute non fiction event for TV – Conceptualized & Directed Femina Miss India 2011 & 2012 We were the official creative consultants for the Femina Miss India 2013 & 2014 We also have single handedly executed Provogue MensXP Mr.India World 2014 We will also be the creative heads on board for a crime reality show to see the light of the day by end of 2014
Their Associates – AFP‘s (Advertiser Funded Program) Ritz
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LG Panasonic Wodka Gorbatschow
II. BUSINESS OF FILMS : Designing & Consultation on the entire promotional campaign along with the marketing calendar for films right from the First look of the film till its release in association with the Production house. Creation & execution of unconventional & innovative marketing ideas which are low at cost and garner twice as much as media coverage their conventional counterparts which includes The First look , Music Launch , Premiere , city Visits with stars ,TV shows integrations , Press Pegs in Media etc.
Multiple city visits for the film promotions
We have in the past year done Players, Jodi Breakers, Aarakshan, Mere brother Ki dulhan, Band Bajaa Barat, Teri Meri Kahaani, Shirin Farad Ki Nikal Padi, Chakravyuh, Kya Supercool Hai Hum, Grand Masti, Jackpot, Dhoom 3, Shudh Desi Romance, Hassi Toh Phassi, Gunday, Bewakoofiyaan, Main Tera Hero and many other interesting films lined up in the next 6 months.
III. BUSINESS OF PRINT : We are an agency on board for Times Group (OMS-Medianet & Intellectual Property) as well Delhi Public Group We create Intellectual Properties and other Branding Solutions for them and their clients Create customized brand solutions for print Create interesting Integration for the existing and new sponsorships for brands
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Their Associates (Print) – The Times Group Mumbai Mirror Bombay Times Itimes.com
IV. BUSINESS OF EVENTS : Product launches – for brands across categories Customized solutions for on ground events, road shows, dealer meets for brands Because of our understanding of media we can create Events with High PR / Buzz values, can be scalable based on briefs and budgets We are the agency responsible for executing the grand launch of Samsung Galaxy S4 in the Indian Shores We also are the creative agency on board to conduct over 10 city pageants for "Femina Miss India" property since the past 2 years.
V. BUSINESS OF CSR : CSR is a new stream that we are building and have worked with several organizations and individuals to create IP's that have a heart. Hence As a company, we conduct an in depth analysis of the celebrities image in general public and create intellectual properties which the star can support year on year. Once the idea is approved by the star, we pitch the same thought process to varied brands involved in similar line of business. Hence creating a synergy between the brand, the celebrity and the particular cause to which both of the entities would like to lend a helping hand to. Their Associates: Swades Foundation Associate with Reliance Foundation Rotary Club of Bombay Shrimad Rajchandra Mission
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VI. BUSINESS OF BRANDS: We create IPs and other brand solutions for the various Brands Create customized brand solutions as per their requirements Create interesting Integration for Their existing and new Initiatives Create Engaging Advertiser Funded Programs For Various Brands like LG, Maruti, Panasonic and Reliance Retail. Creation of Below the Line Activations which include rural based campaigns & CSR Strategies
Purpose of the Project
Throughout my internship at ‗Business of Ideas‘ I was grouped in a team working on creating different Intellectual Properties for the CSR Initiatives for brands operating in different sectors. At the beginning of my internship I had worked on the ideation of the 360 Degree Marketing Campaign for a Movie named ‗Jagga Jasoos‘. The movie is slated for release in the month of May 2015. Also, I had worked on developing branding and promotional solutions for a couple of brands providing complete amplification to the initiative.
Scope and Objectives of the Project Scope of the Project:- Development of Intellectual Properties of CSR Initiatives for Brands. Movie Marketing Tourism Business Plan CSR Strategies Amplification of CSR Initiatives
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PROJECTS:
INTELLECTUAL PROPERTY CREATION FOR LEADING CORPORATE HOUSES:
1. “DREAMS ARE AGELESS “- Ambuja Cement and Raheja builders :
Ambuja Cements Limited, formerly known as Gujarat Ambuja Cement Limited, is a major cement producing company in India. The Group's principal activity is to manufacture and market cement and clinker for both domestic and export markets. The company has entered into a strategic partnership with Holcim, the second largest cement manufacturer in the world from 2006. Holcim had, in January, bought a 14.8 per cent promoters' stake in the GACL for INR 21.4 billion. Currently Holcim holds 50.17% of shares in Ambuja Cements.
V. Raheja is an owner and developer of real estate in India. For over fifty five years, the company has led the evolution of Indian real estate development practices while building homes, hospitals, schools, offices, IT parks, malls and hotels across the country. The Raheja brand has been synonymous with quality, value, transparency and contemporary real estate design. We have achieved this reputation by remaining committed to our business philosophy and strictly adhering to our operational tenets:
Seek excellence in quality, throughout the development process
Set new standards in urban design, while promoting a balance between function, beauty and sustainability
Use the best quality materials and the most relevant technology & maintain a clear and transparent approach to deliverable schedules and deadlines
According to our secondary research,
ONE out of every SIX older persons living in urban areas in India aren't obtaining proper nutrition ONE out of every THREE older persons does not obtain sufficient health care or medicine
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ONE out of every TWO older persons don't receive due respect or good conduct from family members or people in general
So on a similar thought; we created an intellectual property and a campaign known as ―DREAMS ARE AGELESS ―focussing on the well-being and happiness of the senior citizens of our country. A lot of dreams remain unfulfilled. At young age you have a lot of dreams but you don‘t get a chance to fulfill them because of family responsibilities and time & money constraints. Hence, fulfilling the dreams of those living in old age homes and giving them due respect.
The brief of this campaign is as follows:
Sept 11 celebrated as grandparents day will be the day Project flags off. To fulfil feasible dreams of inmates of these old age homes. Each year 5 old-age homes that are in deteriorating condition will be selected for Repairing and painting and making them a better place to live. A complete 360 degree media coverage would be provided to support the cause. The entire campaign will be amplified through various mediums that would include radio, TV promotionals, print via Times Of India and media net and digital media via facebook page , twitter, you tube videos and a separate website created exclusively to support the cause.
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2. S.E.A.L.- CELEBRITY CSR CAMPAIGN:
S.E. .L
Concept Note S.E.A.L. is an initiative that acts as a link to join the connecting dots between the society and corporate to make the world a better, healthier and safer place.
A campaign that aims at spreading awareness and reducing the number of HIV affected patients, identifying and preventing various sexually transmitted diseases (STD) and highlighting the importance of sex education across the country.
Hence it‘s a step to make believe the importance of some crucial aspects of life which we tend to miss out unknowingly.
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The Campaign
We will conduct a 360 degree campaign around the whole IP which will include the following: Awareness on multiple forums
Brand and NGO tie ups
Media Amplification
Merchandise
Events Opening Ceremony
In an attempt to seal the hardships and put an end to all the sufferings in the lives of the HIV affected patients, an event would be organised that would include: Celebrities Interaction
Dance performances and Comedy Acts
A fashion walk in which more than 100 celebrities from diverse sectors would walk the ramp accompanied by the HIV affected patients from the NGO‟s.
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SEAL-O-THON
An attempt to make people aware of the precautionary and safety measures to be taken, through a cycle rally headed by the face of the campaign.
The campaign will not only focus urban/suburbs but also rural areas to educate and help them to realize the importance of human well-being and welfare.
One of the main purposes of this initiative is to distribute free condoms in rural areas and making them aware about their importance.
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Merchandise T-Shirt And Helmet
Theme Song
• A song will be composed based on the theme of the campaign S.E.A.L. which can also be downloaded online.
• The song will be sung by famous singers like Shaan and Shreya Ghoshal.
• Contribution collected from each download will be donated to the NGO.
Medical Check-up Camps
• For the testing of HIV/aids and other STD‘s, we can tie up with hospitals and doctors in order to set up check-up camps covering more than 1000 villages in and around the state of Maharashtra.
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• By bringing National Rural Health Mission on board, we can also set up special check-up camps for pregnant women in districts where there are no proper facilities provided for the same and hence also help them with free medicines after registering their names.
24 X 7 Helpline
An initiative to provide able guidance on issues regarding: -
Precautions and safety measures
Avoidance of pregnancy
Usage of contraceptives and pills
Safe Sex
Seminars & Sessions
• In association with Maharashtra State Aids Control Society, seminars, interactive sessions and lectures will be conducted in different educational institutions across the state highlighting the importance of contraceptives and safe sex in order to prevent
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not only HIV/AIDS and other STD‘s but also cervical cancer and genital infections which people are not usually aware of.
• In addition, books and materials related to health education would also be distributed among students and staff.
Rush to Brush
The event would be organised on the World AIDS Day.
People from diverse sectors would be invited to support the cause by filling in colours in a drawing related to aids and contraceptive awareness, which would have already been sketched on a massive canvas.
Face of the Campaign
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Actress Sunny Leone We booked the porn star turned actress Ms. Sunny Leone as the face of our campaign. The essence of the campaign perfectly goes with Leone‘s public image and she is the potential crowd puller for spreading the message to the target audience.
3. G.L.A.D - SIEMENS INDIA LTD
G. .A.D. Giving Life A Direction
Concept Note
This property was especially developed for „Siemens India Ltd.‟ in order to enhance their corporate image in between their stakeholders. The management of the company specifically wanted to target a social issue which is common between Germany & India. Considering their requirement, we targeted ‗Autism‘ as the theme of the entire campaign. „Autism‟ is
Page | 22 a disorder of neural development characterized by impaired social interaction, verbal and non-verbal communication, and by restricted and repetitive behaviour, which is the fastest-growing serious developmental disability.
The Campaign
SPECIAL INSTITUTES / DIAGNOSIS CENTRES FOR AUTISTIC CHILDREN
PERSONALIZED AUTISM AWE – TISM MONTH WINGS FOR TREATMENT PLAN G. .A.D
MOTIVATIONAL CAMPS FOR PARENTS
Special Institutes
Specialized care centres with trained professionals for children with behavioural complications which will diagnose for Autism and other related diseases. Utmost care will be taken of the children suffering from Autism like: • Educational Support
• Psychological Support
• Motivational Programmes
• Skill Development
Guidance To Parents
Special Motivational Sessions will be arranged for the parents for sensitizing about the problems of their child.
Counselling Programmes will be organized for giving them psychological support.
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GLAD – A Day for The DIFFERENTLY ABLED
The „World Autism Day‟ on 2nd April every year will be celebrated by the best of the cultural performances by Autistic Children which will cover: Dance
Singing
Theatre
Specialized Talent like Art, Painting.
WALK For AWE-tism
• A walk (Patients with Doctors, Trainers and Volunteers) that will be the key highlight of the event for paving a way which will help them to find a new direction in their lives.
• This rally will be organized at the end of the month which will not only act as an awareness initiative but also an eye-opener for the ABLED person about AUTISM.
MERCHANDISE
G. .A.D. Giving Life A Direction
Different merchandise products will be available for the people involved and for sale to enhance the effect of the cause.
AWE-tism MONTH
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April, Autism Awareness Month will be another way to create awareness about Autism by giving a story about a patient which will include, • Symptoms
• Precautionary Measures
• TIP of the day
The same stories and information will be shared digitally through various social networking sites like facebook, twitter, YouTube.
Learn To Earn Campaign
• As a foundation stone for the initiative, the management of Siemens can train Autistic Adults on earning a livelihood.
• The program will be targeted for providing training to the patients for making them employable in the organization.
• The program will only deal with skill based training for chores requiring stress free and minimal physical work.
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4. RECYCLOTHON - Levi‟s/ Bisleri:
India generates 56 lakh tons of plastic waste annually. The four metros are major culprits in generating such waste, with Delhi producing 689.5 tons a day, followed by Chennai (429.4 tones), Kolkata (425.7 tones) and Mumbai (408.3 tones). Total plastic waste which is collected and recycled in the country is estimated to be 9,205 tons per day (approximately 60% of total plastic waste) and 7,210 tons remain uncollected and littered
To make the world a better and greener place to live in, we created an intellectual property called ―RECYCLOTHON”. Making Mumbai a Plastic Free, Green City by spreading awareness. This can be done through many activities which are designed to promote the importance of Reduction, Reuse and Recycling of Plastic waste. Plastic recycling is the process of recovering scrap or waste plastic and reprocessing the material into useful products, sometimes completely different in form from their original state. For instance, this could mean melting down soft drink bottles and then casting them as plastic chairs and tables. There are many types of plastics. Most of them can be recycled.
Environmental impact Plastic is a popular, useful material but we use a lot of it. By optimizing the lifespan of plastics by reusing and recycling items as many times as possible and recycling used plastic bottles into new ones, we can reduce our need to create new plastic. This means we can: Conserve non-renewable fossil fuels (oil) Reduce the consumption of energy used Reduce the amount of solid waste going to landfill Reduce the emission of gases like carbon dioxide into the atmosphere.
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5. STREE – CELEBRITY CSR CAMPAIGN
The Concept
Sakshi Tanwar is an Indian television and Bollywood actress. She is best known for playing the roles of Parvati Agarwal and Priya Kapoor in the television serials Kahaani Ghar Ghar Kii and Bade Achhe Lagte Hain respectively, both produced by Balaji Telefilms. She is one of the leading ladies of Indian television. She has appeared in television serials, reality shows, and movies. As she symbolizes strength and femininity, women look up to her as their role model and derive inspiration from her. She is already supporting various activities relating to women empowerment and hence she wants to take this to the next level. Also, she endorses various women centric brands and products, some of which are: Kellogg‘s special K, Stayfree, Boroline, Vim bar, Clinic plus (shampoo, hair oil), Vinod cookware, Suthol and many more.
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So we designed a complete 360 degree campaign and a business model for her which would not only help her take the cause further and contribute to the society but also enhance her image in the minds of people and give her a PR amplification. The campaign will be known by the name of ―STREE‖
STREE is an initiative to preserve the dignity and well being of women in India. An initiative to empower women in various fields.
A platform to promote the talent in Indian women.
A force to tackle issues faced by women in all sections of the society.
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The Campaign
Events will include vocational courses and workshops (only for women) to chalk their talent out and make them independent.
On Ground Activities to involve general public in our initiative and to rope in more valuable volunteers.
Fund Raisers to support NGO‘s for the initiative.
Digital Activities for providing commercial benefits to the needy women.
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Viral Video
A video will be shot and uploaded on social networking sites which will promote the ideology of the initiative.
An impactful video where Sakshi will be portrayed as a helping hand for the suffering women.
A special workshop on Self-Defense will be organized with Sakshi Tanwar attending a press conference and joining the Workshop with volunteers.
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Mall Activation- A Thank You Card & a flower for Women inside the mall (In association with Ferns & Petals)
Award ceremony for honoring Women of Substance (Women from humble backgrounds who have made it big in various fields)
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A dedicated blog on Sakshi‘s website called “Saheli-One woman to another” for discussing different women – centric issues and their practical executable solutions.
A program called “Sadhan” that provides them with rights awareness, leadership education, vocational and technical skills training.
For calling support for the initiative a special ‗Fund a Girl Education‘ program will be constituted.
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6. YASHASVI BHAVA – YASHRAJ FILMS
All the top production houses globally are undertaking various CSR Initiatives for meeting different societal and legal obligations. Also, such initiatives have helped these corporate houses in enhancing their value and reputation between their stakeholders. Top production houses worldwide are identifying and performing their CSR like:
Walt Disney:
The Walt Disney Company is one of the largest and most well-known corporations practicing CSR. Disney Nature films, part of Walt Disney Motion Picture Studios, share compelling stories and immerse audiences in the natural world. Part of the proceeds from three Disney nature films to date – Earth, Oceans, and African Cats – have planted three million trees in Brazil‘s threatened Atlantic Forest, protected 40,000 acres of coral reef in the Bahamas, and conserved 50,000 acres of savanna wildlife corridors in Africa.
Paramount Pictures:
Paramount Pictures has a long and proud tradition of giving back.CSR until now: supporting public education; protecting the environment; combating HIV/AIDS; and promoting volunteerism, supports numerous local, national, and global non-profit organizations.
DreamWorks SKG:
DreamWorks Animation employees give thousands of hours each year to those in need, participating in both our company-wide efforts and a myriad of external organizations. They share their time and talents to make their communities better, more vibrant, more compassionate places to live.
Lionsgate:
Lionsgates' community service organization called LIONSHARES is a volunteer program that seeks to provide opportunities for employees within the Lionsgate family to partner with a diverse range of charitable organizations.
On similar lines, we have prepared a detailed CSR Plan for one of the biggest and most reputed production houses in India i.e. „Yash Raj Films‟
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CSR STRATEGIES
Considering the 2% CSR Mandate slated in the Companies Act 2013, we strategized and suggested the following CSR Initiatives.
YASHASVI BHAVA
The Concept
We suggested them to set up a school providing formal primary and secondary education to the children residing in the rural areas of Maharashtra. For the commencement of the initiative, we targeted two villages of the state namely, Soni & Rayate (Nashik). The targeted age group of the students will be 6-16years. Apart from the formal education and training the students will also be groomed for various co-curricular and practical activities like, Computer training, Knowledge of agricultural activities undertaken in their respective villages, making attractive Greeting Cards, and other creative activities on similar lines. There will also be a provision of „Mid Day Meals‟ in the school for proper health and growth of the children.
After school hours, additional sessions for the village women will be conducted for enabling them to earn a living without compromising on their daily chores of activities. A special trainer will be appointed for these women to train them on the below given activities:
• Tailoring
• Bag making (Paper & Cloth)
• Spices / Pickle Making
• Gift Articles Making
• Pottery
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RAHAT
The Concept
Through this initiative, the management of Yash Raj Films will provide a specific amount or financial aid to age old artists and technicians who are currently living in penury. They can also take the responsibility of bearing all the medical and related expenses of these beneficiaries for the rest of their lives.
NAYA DAUR
The Concept
Yash Raj Films is known to capture scenic beauties and locations in their films. Till late 90‘s they have shot almost every film on beautiful locations of Kashmir, Shimla, Darjeeling and other such hill stations and tourist destinations. Many of such locations are in bizarre conditions at the moment. Through this initiative, the production house will take charge of the restoration of all the forgotten or less travelled scenic beauties of the country to regain its beauty.
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RANG MANCH
The Concept
Drama Theatres have given plethora of legendary actors and actresses to Bollywood till date. Unfortunately, almost 80% of drama theatres in India are suffering from financial crunch and maximum of them are on the verge of closure. Through this initiative, Yash Raj Films will market the plays performed at these theatres through in-film promotions, outdoor advertising and allied channels for boosting their revenues. The proceeds can further be used for preservation and restoration of these theatres.
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EVENT CONCEPTUALIZATION AND EXECUTION
1. Oberoi Melting Pot:
The Oberoi Melting Pot is one of Mumbai most anticipated social events held every year under the sponsorship of Consular Corps in Mumbai, The Rotary Club of Bombay and The Oberoi, Mumbai. The event creates a great spirit of bonhomie,, bringing together the expatriate and local communities for a worthwhile charitable cause. Last year the the proceedings from the the Oberoi Melting Pot supported Habitat For Humanity to rehabilitation at Uttarakhand, Apnalya and Mumbai Mobile Creches. It unites nations of the world to contribute to a noble cause along with experiencing the confluences of cultures. The sum collected at The Oberoi Melting Pot is donated to the charities which are chosen by the management in respect to the cause they support. Countries across the world like Argentina, Australia, Belgium, Canada, China, Czech Republic, Ethiopia, France, Germany, India, Indonesia, Ireland, Israel, Japan, The Kingdom of the Netherlands, Korea, Malaysia, Maldives, Poland, Russian Federation, Singapore, South Africa, Spain, Sri Lanka, Thailand, Turkey, United Kingdom and The United States of America participate in this event and showcase their best cuisines.
Apart from the assortment of mouth-watering gastronomic delights, The Oberoi Melting Pot also brings music and cultural performances to keep you entertained. Visitors can also participate in a silent auction for some of the luxury gifts available. This time Melting Pot will be happening in the month of October, around Diwali. And we got the opportunity to design the whole show flow for the event. Hence, following the essence of Diwali, we thought ―Let Us Light Darkened Lives!!!” as the theme of the event which melt away all the sorrows from the lives of the Underprivileged and uneducated children and enrich them with different flavors of joy and happiness.
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2. PROVOGUE MEN‟S XP Mr. INDIA 2014
Provogue MensXP Mr India World 2014 was the sixth edition of Mister World India pageant held in Mumbai on May 8, 2014. Fourteen contestants from all over India were chosen as finalists to compete in the main event in Mumbai. 25 years old Prateik Jain from Bangalore was declared Provogue MensXP Mr India World 2014. 25 years old Puneet Beniwal from New Delhi was named 1st Runner Up and 23 years old Bharat Raj from Chennai was named 2nd Runner Up. Responsibilities on the day of the event:
Checking Height of the participants Checking all the documents of the participants Registration of the participants Writing the script of the event Coordination with both the hosts of the Event
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BRANDING
1) Rotary Club of Bombay: The Rotary Club of Bombay is one of the pioneers in India of the rotary movement, devoted to the ideal of Fellowship through service. From the very beginning the pulse of Rotary has been and always will be Community Service. Today the Rotary Club of Bombay has diversified its activities through the work of over fifty committees constituted to look after the various avenues of service. Of these, over 20 contribute to community service. The Club has been able to attempt a number of service programmes only because of generous donations of time and money by the members. Following the same message, Rotary have six crucial focus areas on which it targets: 1. Peace and conflict Prevention : It includes support to marginalized groups, help children, provide relief to refugees, recruit candidates for a rotary peace fellowship and address the underlying structural causes of conflict like poverty, inequality, unequal distribution of resources. 2. Disease prevention and treatment : Includes support health education program, help immunize people against infectious diseases, sponsor continuing training and education. 3. Water and sanitation : Includes promotion of good hygiene habits, improve sanitation facilities, implement rainwater harvesting and promote home water treatment capability. 4. Maternal and child health : Includes health awareness programs, screening tests for anaemia, awareness programme organised for women. 5. Basic Education and literacy: Provide teacher training and needed classroom supplies, providing vocational training team for rural communities and developing adult literacy program. 6. Economic and community development: Includes development of mobile banking resources, vocational training at non- profit organizations and providing equipment or supplies to cooperatives.
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Hence on the basis of the above brief that our team got, we are currently working on the amplification of the activities that Rotary Club is engaged into and thinking of more initiatives that they can do to make their brand more visible. This is one of the ongoing projects that we are working on and the execution has to be done.
2) Shrimad Rajchandra Mission :
Shrimad Rajchandra Mission Dharampur is a global movement that endeavours to enhance spiritual growth of seekers and benefit the society. The Mission Statement is ―Realize one‘s True Self and serve others selflessly”. There are a total of 150 SRD centers across the globe. The activities of the organization have gained tremendous momentum in the realm of both sadhana and seva. As the tree digs its roots deeper into the soil, its branches spread and open out; similarly the seekers delved deeper in the Self on one hand and on the other hand the expanse of seva grew with the aim of encompassing the whole universe. For the smooth functioning of these activities different trusts like Shrimad Rajchandra Medical Trust, Shrimad Rajchandra Educational Trust and Shrimad Rajchandra Jivadaya Trust were established. Shrimad Rajchandra Youth wing was founded to channelize the Youth energy in the right direction. Along with the vertical growth of seekers, there was a horizontal expansion as well in terms of centers in India and abroad with the formation of foreign trusts like Shrimad Rajchandra Center of North America. Memorials like Shri Atmasiddhishastra Rachnabhoomi at Nadiad were also constructed. Shrimad Rajchandra Love and Care was launched for the upliftment of all living beings from humans to animals to the plant kingdom. SRD is structured into 3 programmes: Magic Touch, Arhat Touch and Spiritual Touch designed specifically for the different stages of development in the life of a child; beginning with childhood, moving to the pre-teen years and culminating at adolescence. Hence, on the similar lines we are currently making a 360 degree marketing plan for amplifying the brand. Thus, this is another project on which we are working on and designing the whole campaign in respect to all the three sectors they are present in.
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Conclusion
This particular period of internship has without a doubt been a great learning curve for me. I got to work on so many different verticals. This gave me a good understanding of the different types of marketing and insights. There were many sessions conducted for the benefit of the interns such as Corporate Social Responsibility, Pitching or Sales, PPT Making etc. These sessions were very helpful and very informative.
I got to attend a few meetings with some of the clients along with an employee of the company. This gave me a chance of learning and understanding many technical insights about marketing and selling.
Benefit from the internship programme was more than what was expected in a number of ways:
• A rare opportunity to use the knowledge and skills that had been acquired at MET. • Career-wise, the internship programme undoubtedly enriched my experience. Also, having gotten a chance to interact with Top notch Industry people, it gave an insight on how to shape the career towards this industry in the near future.
• The internship programme gave me a chance not only to work with Business of Ideas but also a chance to learn from the other experts from this industry.
To conclude, the internship at Business of Ideas was a rewarding experience and provided me with some new perspectives on the industry as a whole.
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