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The Pujo Fever Grips the Heart of Everyone in Bengal

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The Pujo Fever Grips the Heart of Everyone in Bengal The Pujo fever grips the heart of everyone in Bengal regardless of age, caste, class or gender…every year! The streets witness waves of Pandal-hoppers, both natives and tourists, dressed in the best possible way they can. This is also the most awaited time of the year to make expensive purchases and investments as it is believed to be a ‘good season’ to purchase Bengali families take this opportunity to travel and shop for apparels, jewellery, electronics, automobiles etc. which has been on their minds for quite some time… With the whiff of festivity getting thicker, brands get exposed to an array of great marketing opportunities. Puja Branding not just increases brand visibility but also translates into higher sales… “the perfect opportunity to enchant people is when they are in the best of their moods” And, no other media covers Bengal and the Bengali community like we do ! Partner with us for arguably the biggest festive celebration AnandaUtsav across the country… 2018 The Concept . AnandaUtsav Microsite covers the festivities from Bengal and across India each year . The content offering during this period suffices as a one-stop user destination for all the information they need - Pandals, shopping destinations & offers, food, home décor, festive offers & sales etc. The microsite and the coverage provides ample opportunities for various brands to seamlessly associate and market their products. The content coverage and promotions are extended to other media; Print, OOH, On-ground, Radio etc providing a 360-degree visibility to participating brands. 10th Sep, 2018 onwards (8 weeks) T he mi c r o s ite Space for all Sponsor Logos Advt Space for Advt Space for Co- Presenting Presenting/ Sponsor Powered By Sponsor Skinner on either Skinner on either sides for sides for Roadblock activity Roadblock activity Advt Space for Native Content (more spots down the page) Design finalization underway Rea ch . Estimated 6-8 Million page views during the 45 days period. Major traffic rise expected during the key days of : Mahalaya, Shasthi, Saptami, Ashtmai, Nabami and Vijayadashami. 2017: 7 Mn PVs on the microsite, approx. 90 Mn PVs on anandabazar.com; 30% surge in traffic during the festive month on anandabazar.com & ebela.in . Biggest online Puja property. Over 500,000 unique visitors expected on AnandaUtasv.com alone and another 4-5 Mn on the main site. during Puja season. Overall user visiting the site during Pujo – 5 Mn approx. Combined reach of over 8 Mn users during the campaign period through digital properties:- Anandabazar.com, Ebela.in and AnandaUtsav.com. Content Sections . Home Décor & Furnishings . Fashion & Beauty . Real Estate . Food/Recipes . Travel . Tech and Gadgets . Auto . Pandal-hopping Guide . Video & Photo Gallery . Celebrity Puja Additional Content Secti o ns Contests Sponsor Placements . 4 types of the contest aiming to build on the header engagement with the users and add variety to the overall content offering, namely: .Mahisasura Vadh . Quiz .Alpana (Drawing) .Magajastra (Brain Buzz) . Placement – on the home page leading to respective pages for each contest . Sponsor Branding – on the section header, respective contest page and social promotions (through the Pujo period) . Prize sponsorship can be clubbed with Contest Sponsorships Additional Content Secti o ns Pujo Parikrama . Durga puja without Pandal hopping is just impossible. Darshanarthis stand in long queues to get a glimpse of their beloved Maa Durga. Kolkata never sleeps during these 5 days. Even at midnight or at dawn, one can see thousands walking from pandal to pandal so that they don’t miss any highlights. This section works as a ready-reckoner for all Pandals in the city, the highlights, the themes etc. Placement – on the home page . Sponsor Branding – on the section Sponsor Placement header and social postcards (daily on the header based on the day’s Pujo schedule) Additional Content Secti o ns Nirghanto . Nirghanto means schedule in Bangla. Durga Puja is celebrated for 5 days and on each day there are several rituals performed by the priests and others who are associated with the Puja and devoted to Maa Durga. Nirghanto, in a way, is an official Pujo time-table helping people with the exact time for each ritual. Placement – on the home page . Sponsor Branding – on the section header and social postcards (daily based on the day’s Pujo schedule) Sponsor Placement on the header Awa r d - winning initiative . Anandabazar Patrika, won its first International News Media Association (INMA) Award in the category of best brand awareness campaign for 'Ananda Utsav 2017'. MAHISASUR PALA Mahisasur Pala – Animated Video . According to Hindu mythology, Mahisasur was a combination of both an Asura and a mahisha (water buffalo) with a trident. He intended to annihilate all the Devas since they were the arch-enemies of Asuras. The legend of Mahisasur is important in Hindu mythology since the goddess Durga was incarnated in order to slay him. This animated video is created each year with a new comical twist and at the end of the video Durga slays him to be revive next year. Brand Integration – Basis the client objective and communication objective, product/service usage integration within the video can be done along with logo branding. VO integration is not recommended to keep the integration subtle. Max 2-3 integrations of non-conflicting brands possible. Video Links: Video 1 Video 2 (with brand integration reference) Mahisasur Pala – Animated Video Section Widget and Entry Point on the Home Page Sponsors Placement on the header AU Sponsorship Opportunities . Presenting Sponsor: 1 . Co-Presenting Sponsor: 1 . Powered By: 1 . Associate Sponsor: 3-4 . Section Sponsor: 1 per section (exclusive) . Contest Sponsorship . Mahisasur Pala: Presenting Sponsor: 1 Co-Presenting Sponsor: 1 Powered By: 1 AU SPONSORSHIP DELIVERABLES DIGITAL . Sponsorship of Anandautsav microsite reflected through logo integration across the microsite, section landing pages, story pages etc. Special features and native articles on Home Page or in the relevant section (for section sponsors) . Fixed spot banner on the microsite and pre-rolls on all videos on the AU page. Co-branded banners to run across anandabazar.com, ebela.in to promote the microsite, contests . Bundled inventory to run Sponsor commercial banners and innovations . Visibility on social posts through logo integration . Customised page for sponsor product/service promotions (if needed, at additional cost) • Custom Branding on Newsletters sent to anandabazar database (at additional cost) *Logo integration in order of Sponsorship Hierarchy AU SPONSORSHIP DELIVERABLES O O H & On- G r o u n d . Gate Branding at select Pandals with exclusive space to showcase client products (subject to availability) . The area will have customised branding and can also host activities for visitor engagement. Client representative can be present at each location to oversee. Hoardings at select locations promoting AnandaUtsav . Bus branding *Co-branded promotions, logo integration in order of Sponsorship Hierarchy AU SPONSORSHIP DELIVERABLES Print & Radio . 2 print advts in Anandabazar Patrika (Kolkata edition) promoting the microsite with logo integrations of all the sponsors . Radio Spots on Friends FM or any other top FM station for a 30-day period (with brand mention) . Customised promotion for client activity can be clubbed in print and radio advts. *Logo integration in order or Sponsorship Hierarchy AU 2017 – ADVERTISING PARTNERS MAHISASUR PALA SPONSORSHIP DELIVERABLES . Logo branding in the integrated unit to appear in the beginning and at the end of the video. Brand integration within the video as per the brief . Logo branding on the MP page on AU microsite where the video will be hosted. Logo branding in teaser promos as well as postcards to be shared in social media to build the hype on the video . Logo branding on co-branded banners to promote the video . Additional inventory for the sponsor (at additional cost) *Logo integration in order or Sponsorship Hierarchy ADDITIONAL SPONSORSHIP OPTIONS Section/Contest Sponsorship . Sponsorship of a particular content section on Anandautsav microsite reflected through logo integration on the microsite home page and section home page. 1 native article spot (fixed on the section home page for min 2 weeks and on anandabazar home page for 3-4 days. Fixed spot banner on the relevant section and RoS banners across the microsite . Additional inventory for co-branded banners to run across anandabazar.com to promote the section . Bundled inventory to run Sponsor commercial banners . Visibility on social posts through logo integration . Customised page for sponsor product/service promotions (if needed, at additional cost) BESTSELLERS WIDGET/ PRODUCT SHOWCASE . An automated widget on anandabazar.com home page or U home page which updates users on the latest offers. The widget will be integrated within the page and users will be able to navigate within the widget for basis info of the product. On clicking More Details, users will be taken to the product shopping page on the brand portal. *Indicative placement and branding Photo Gallery Integration . A product promotion image inserted after every 4th image in the Utsober image gallery across topics . The image can have custom message/info about the product and the price. There will be a buy or “click for more” link to take users to the product purchase page for the same. ABP has significant views on the photo gallery section and this can be a relevant, less-intrusive way of product promotion. 1 2 3 Advt. 4 *Indicative placement and branding Performance Metrix . Average CTR - Regular banners/Sustenance : 0.1-0.2% . Average CTR - Innovations/Impact Banners: upwards of 0.2%, can go as high as 1% depending on the creative and its content. Native Articles – Average PVs per article: 50-60 K . Video Views: Average 1-2 Lacs over a period of 1-2 weeks, can go up as per the content . Ad Positions: o Leaderboard/Header – Across Pages, 728*90 (desktop), 320*50 Mobile o RHS (Desktop, First Scroll) – Across Pages, 300*250 o 300*250 on Mobile every 2 scrolls o Native Spot on Home page first and second scroll.
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