DB VASIYAT

CONCEPT APPROACH Objective 1. Counter Summer Falls. 2. Retain existing readers and book prospective , Divya Bhaskar and Divya Marathi readers with a smart and an innovative mass engagement activity (simple, yet innovative). 3. To offer a differentiated, yet relevant engagement activity.

Concept 1. In , a will or a testament have a negative connotation, but, the contents of a testament are significant; it can make the fortune of the concerned individuals/beneficiaries. 2. In , will or last testament is called as ‘Vasiyat’; therefore, the nomenclature ‘DB Vasiyat’. The name captures the essence of the initiative and helps us communicate the idea across all age groups quite easily. 3. ‘DB Vasiyat’ is one such testament which can make the fortune of prospective readers/beneficiaries, but, earning a bequest is not a child’s play. 4. The activity duration- 28th June 2014 to 15th August 2014. Activity Area- 11 States Modus Operandi 1. In this activity, we had published 47 different items/coupons in Dainik Bhaskar, Divya Bhaskar and Divya Marathi publications in 30 days of time as coupons. . Some of the items (Prizes) were Property (Plot), Car, Gold Jewellery, LCD TV, Laptop, Music System and other consumer durables/household items etc. 2. Participants had to cut 45 items/coupons out of 47 items/coupons published and paste them in a given activity format. 3. The activity format was similar to bank lockers and as a participant, you had to store/paste any 5 items out of 45 items in any one locker of your choice, likewise, you have to store all the remaining 40 items in the remaining 8 bank lockers of the activity format. 4. Their was total 9 bank lockers and 45 empty spaces in the activity format. 5. The completely filled activity format along-with personal details was to be submitted at the nearest office or drop box centre. 6. All the 47 items were published as coupons, as well as repeated, in case, some participants might have missed, in the above mentioned publications.

After DB Money Plant, ‘DB Vasiyat’ is the next large scale smart and innovative engagement with a higher benchmark. Reference Lockers Important Guidelines:

1. All 9 lockers are part of the activity. 1 2 3 2. Participant cannot store more than 5 items in any locker. 3. In total, readers were given 47 items in 30 days and as a participant you have to short-list, cut & paste any 45 4 5 6 items in the 9 lockers (9 x 5 = 45). 4. A separate format to cut and paste the 45 items out of 47 was published in Dainik Bhaskar, Divya Bhaskar and Divya Marathi publications and readers/participants had to assign an 7 8 9 appropriate locker to each item. About ‘Coupons’

Total 47 coupons were published in the . And all the coupons were repeated twice to ensure that every participant/late entrant gets the coupon for the activity.

Item Code

Tablet

Item codes were published to keep a tab on the number of items published in the newspapers and the same item code/number was used to fill the summary table, given in the right bottom of the activity format. List of 47 items published in the newspapers

Item Item Items Name Items Name Code Code 1 Plot 25 Mobile 2 Fixed Deposit 26 Tablet 3 Gold Chain 27 Dinner Set 4 Gold Pendants 28 Home Theatre 5 Gold Rings 29 Kitchen Chimney 6 Gold Coin 30 Wrist Watch 7 Car 31 Symphony Air Coolers 8 Scooter 32 Massage Sofa 9 Motorcycle 33 Water Purifier (RO) 10 Bedroom Sets 34 Diamond Necklace 11 Sofa Set 35 Gold Bangles 12 Double Bed 36 Play Station 13 Wardrobes 37 Travel Luggage - Trolley Bags 14 Dining Table 38 Share Certificates 15 LCD 39 Foldable Run Jogger (Treadmill) 16 Laptop 40 Silver Bars/Bricks 17 Microwave 41 Gem Stones (Emeralds) 18 Food Processor 42 Farm House 19 Washing Machine 43 Cordless Phone 20 Music System/DVD Player 44 Flat 21 Dish Washer 45 Printer 22 Air Conditioner 46 World Tour 23 Digital Camera 47 Savings Bank A/C (Cash) 24 Refrigerator activity coupons format summary

Activity Format

45 empty spaces for pasting activity coupons activity pasting for spaces empty 45 9 bank lockers bank 9

Marketing/Promotion Marketing or promotion of DB Vasiyat included the following- 1. Print ads and editorial in Dainik Bhaskar (Language- ), Divya Bhaskar (Language- Gujarati) and Divya Marathi (Language- Marathi) publications. 2. All the ad translations were done by respective local teams of the states. 3. Radio spots on 94.3 MY FM for the teaser and launch phase of the activity. 4. Press Releases on media marketing websites like exchange4media.com and bestmediainfo.com etc.

Press Release Links- 1. http://www.exchange4media.com/56363_dainik-bhaskar-launches-db-vasiyat-a-unique-reader- engagement-activity.html

2. http://www.bestmediainfo.com/2014/07/dainik-bhaskar-group-launches-cut-paste-reader-engagement- activity/

Please refer the upcoming slides for detailed discussion on ‘Creative Approach’ of the initiative. Winner Identification 1. If the contents of participant’s 8 or 9 lockers matches 100% with the organizer’s 9 lockers, the participant will win the plot. 2. In case their is a tie for the bumper prize, i.e. Plot; draw of lots method was used to decide the winner. 3. Likewise, if the contents of participant’s any 7 lockers matches 100% with the organizer's 7 lockers, the participant will win a car. 4. Similarly, winner identification exercise was carried out till any three lockers. 5. Big prizes were Plot, Car, 2-Wheeler (Bike and Scooty), Gold Items (Coin, Jewellery and Chain), Furniture, Laptop and Tablets etc.

Winners Only 791 individuals could qualify for the prize. There was not even a single participant with 100% locker match format. Participating States 11 7,265 7,501 14,901 821 61,265 7,982

73,928 75,677 19,122

15,468

31,298 Total Participation

315,228

Marathi speaking state Gujarati speaking state

Hindi speaking states

Chandigarh and Himachal Pradesh States States Pradesh Himachal and Chandigarh are counted as one. as counted are Apart from significant participation and considerable brand visibility, DB Vasiyat generated the essential circulation as well, given below are the details…

* RPC@4, increase in readership by 168,560 readers

Total no. of readers who 315,228 Out of 86,000 competition or participated in DB Vasiyat. 42,140 non- readers, 42,140 switched to our publications, i.e. 49% conversion. 49% conversion

Competition newspaper 86,000 readers or non-newspaper readers, who participated in DB Vasiyat (i.e. 27%)

Basis data analysis of participants (sample size- 100,786), 70% of our participants were existing readers of our publications, but, 27% were competition or non-newspaper readers, i.e. through DB Vasiyat, we generated 86,000 leads. Out of 86k participants, 42k competition or non-newspaper readers, switched to our publications, i.e. 49% conversion (42,140 new readers in 1 month of time.) DB VASIYAT

CREATIVE APPROACH Creative Approach

1. The central theme of the creative campaign was Vasiyat (‘will’ or ‘testament’). 2. Documenting a testament is a legal process; therefore, we have to be extra careful, as well as real with the creative at the same time to build the curiosity among prospective participants. 3. If you’ll carefully evaluate the campaign, you’ll realise that ‘Stamp Paper’ is the common denominator of the entire print campaign. Look and feel of a legal document (including wrinkles in the paper), paper color, stamp paper value (logo unit), the currency thread on the left side of paper and the blue color ‘Dainik Bhaskar Group’ rubber stamp along-with red color seal is easily visible across the creative. 4. Basic idea was to ensure that every prospective participant is actually reading a testament instead of an advertisement of an initiative. 5. Special emphasis was on the language and style of communication in the campaign. It should be simple to understand and comprehend, yet legal at the same time. 6. The initiative was kick-started in a manner that an individual was looking for a worthy heir for his bequest, in our case; the heir would be prospective participants or readers. 7. Communication language of entire campaign was ‘Hindi’. Creative Anatomy

veiled logo unit or stamp duty

contact no. currency thread

wrinkled & faded stamp paper

Dainik Bhaskar Group’s rubber stamp Dainik Bhaskar Group’s seal About ‘Logo Unit’

1. The logo unit is equivalent to stamp duty on a stamp paper; therefore, it is unveiled with the revealer ad. 2. The by-line of the logo unit states “a unique testament of bequest, that will change your fortune” Medium- Print Type- Teaser Ad 1 Date of Publish- 28th June 2014 Publication- Dainik Bhaskar (India) Page No. 15, City- (M.P.) Language- Hindi

‘Ad Copy’

“Do you wish to claim your property papers, kept in the bank lockers?”

“Keep reading ‘Dainik Bhaskar’ to know, what bequest you might own in this testament” Medium- Print Type- Teaser Ad 2 Date of Publish- 29th June 2014 Publication- Dainik Bhaskar (India) Page No. 11, City- Bhopal (M.P.) Language- Hindi

‘Ad Copy’

“Do you wish to claim your jewellery worth of , kept in the bank lockers?”

“Keep reading ‘Dainik Bhaskar’ to know, what bequest you might own in this testament” Medium- Print Type- Teaser Ad 3 Date of Publish- 1st July 2014 Publication- Dainik Bhaskar (India) Page No. 09, City- Bhopal (M.P.) Language- Hindi

‘Ad Copy’

“Do you wish to claim your car keys, kept in the bank lockers?”

“Keep reading ‘Dainik Bhaskar’ to know, what bequest you might own in this testament” Medium- Print Type- Teaser Ad 4 Date of Publish- 2nd July 2014 Publication- Dainik Bhaskar (India) Page No. 10, City- Bhopal (M.P.) Language- Hindi

‘Ad Copy’

“All the prizes and rewards under this Vasiyat (testament) are real and actual”

“Keep reading ‘Dainik Bhaskar’ to know, what bequest you might own in this testament” Medium- Print Type- Revealer Ad 1 Date of Publish- 3rd July 2014 Publication- Dainik Bhaskar (India) Page No. 08, City- Jaipur (Rajasthan) Language- Hindi

‘Ad Copy’

“The game to claim the bequest in this testament starts from tomorrow”

“Keep reading ‘Dainik Bhaskar’” Medium- Print Type- Revealer Ad 2 Date of Publish- 4th July 2014 Publication- Dainik Bhaskar (India) Page No. 08, City- Jaipur (Rajasthan) Language- Hindi

‘Ad Copy Meaning’

This revealer ad highlights necessary guidelines and terms & conditions to participate in this activity along-with timelines. Leaflet

Activity leaflet was used for promotion in high footfall areas like malls and shopping arcades. Poster 1. The poster is similar to Revealer ad published in the newspaper for synergy in marketing campaign. 2. The posters were published on the newsprint to give it a feel of an actual legal document. 3. Posters were pasted on the notice boards of SEC A & SEC B residential colonies and apartments of the participating markets. activity coupons format summary

Activity Format

45 empty spaces for pasting activity coupons activity pasting for spaces empty 45 9 bank lockers bank 9

‘Ad Copy’ “Do you wish claim the car keys kept in the bank locker?”

‘Ad Copy’ “Do you wish claim the scooter keys kept in the bank locker?” Newspaper Snap-shots Newspaper Snap-shots Thank You