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 Page | 1 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. Page | 2 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 Page | 3 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. Page | 4 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. Page | 5 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. Page | 6 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 Page | 7 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, Page | 8 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.