Final Archies

8/8/2019 Final Archies

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All About ArchiesAll About Archies

Manufacture and trading of cards,stationery and gift items

Archies Greetings and Gifts Ltd., was setup in 1979 by Anil Moolchandani

The company went public in 1995


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Archies has about 2000 outlets andfranchisees, spread across 120 cities and 6countries

Tie-ups and licensing arrangements

Archies has a license from Help age India


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Strategic OutlineStrategic Outline

October - Diwali

December - Christmas and New year February - Valentines day

May - Bonding campaign

August - Friendship day


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DiwaliDiwali

Target Audience according to the Media used:Target Audience according to the Media used:

Out DoorOut Door -- Corporate SegmentCorporate Segment

PrintPrintTVCsTVCs

RadioRadio


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Out Door CampaignsMumbaiMumbai

Rs 3,50,000Rs 3,50,000

Hoardings atHoardings at

--Sion FlyoverSion Flyover--Andheri SV roadAndheri SV road

--Ghatkopar EastGhatkopar East--West FlyoverWest Flyover

--Dadar Tilak BridgeDadar Tilak Bridge

Rates:Rates:

Rs.1,50,000/Rs.1,50,000/--Rs.60,000/Rs.60,000/--

Rs.40,000/Rs.40,000/--

Rs.1,00,000/Rs.1,00,000/--

DelhiDelhiRs 7,00,000Rs 7,00,000

--Sarojini NagarSarojini Nagar

--Connaught PlaceConnaught Place--Ring RoadRing Road

--Chanakya puri Extn RoadChanakya puri Extn Road

Rs.1,40,000/Rs.1,40,000/--

Rs.1,30,000/Rs.1,30,000/--Rs.2,50,000/Rs.2,50,000/--

Rs.1,80,000/Rs.1,80,000/--

BengaluruBengaluru

Rs 4,12,000Rs 4,12,000

--Brigade RoadBrigade Road

--M.G RoadM.G Road

--55thth Main RoadMain Road

--Airport RoadAirport Road

Rs.1,10,000/Rs.1,10,000/--

Rs.90,000/Rs.90,000/--

Rs.1,02,000/Rs.1,02,000/--

Rs.1,10,000/Rs.1,10,000/--

AhmedabadAhmedabad

Rs 5,00,000Rs 5,00,000

--CG RoadCG Road

--Law GardenLaw Garden

--Navrang Six roadsNavrang Six roads

-- Ellis BridgeEllis Bridge

Rs1,25,000/Rs1,25,000/--

Rs.1,05,000/Rs.1,05,000/--

Rs.1,25,000/Rs.1,25,000/--

Rs.1,45,000/Rs.1,45,000/--


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TVCTVC

GECs SegmentationGECs Segmentation

ChannelChannel SlotSlot InsertionsInsertions Cost/10secCost/10sec DaysDays TotalTotal

ZeeZee PrimePrimetimetime

0202 Rs.1,25,000Rs.1,25,000 0505 Rs.6,25,000Rs.6,25,000

Star PlusStar PlusPrimePrime

timetime

0202 Rs.2,00,000Rs.2,00,000 0505 Rs.20,00,000Rs.20,00,000

Grand Total : Rs.26,25,000


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RadioRadio

TimeTime

BandBand

RateRate SlotsSlots DaysDays TotalTotal

MorningMorning Rs.1100/Rs.1100/-- 0202 0707 Rs.15,400/Rs.15,400/--

AfternoonAfternoon Rs.900/Rs.900/-- 0202 0707 Rs.14,600/Rs.14,600/--

EveningEvening Rs.1100/Rs.1100/-- 0202 0707 Rs.15,400/Rs.15,400/--

Mumbai: Radio Mirchi

1stweek (5th October 11th October)


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Chennai: Suryan FM 93.5

1st week (5thO

ctober 11thO

ctober)

Time BandTime Band RateRate SlotsSlots DaysDays TotalTotal





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Chennai: Suryan FM 93.5

2nd week (12thOctober 18thOctober)

TimeTimeBandBand





Late NightLate Night Rs.750/Rs.750/-- 0202 0707 Rs.10,500/Rs.10,500/--

1st Week + 2nd Week = 37,100 + 78,450

= Rs.1,15,550/-


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Ahmedabad: My FM 94.31st week (5th October 11th October)

Time BandTime Band RateRate SlotsSlots DaysDays TotalTotal





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Ahmedabad:My FM 94.32nd week (12thOctober 18th October)

TimeTimeBandBand






1st Week + 2nd Week = 34,300 + 73,500

= Rs.1,07,800/-


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PrintPrintNewspaperNewspaper InsertionsInsertions Rate/insRate/ins PremiumPremium AreaArea TotalTotal

PunePuneMirrorMirror

0404 Rs.600Rs.600 Rs.150/Rs.150/-- 120sq.cm120sq.cm Rs.3,60,000Rs.3,60,000

KolkataKolkata

MirrorMirror


HyderabadHyderabadDNADNA


ChennaiChennai

DNADNA



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Out Door : Rs.20,12,000/-

Print: Rs.10,92,000/-

TVCs: Rs.26,25,000/-Radio:Rs.10,30,350/-

TOTAL MEDIA EXPENDITURE


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Christmas and New YearChristmas and New Year


Club AssociationsClub Associations

Mall ActivationsMall ActivationsPrintPrint

TVCsTVCs

RadioRadio


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Club Association

Archies has a tieArchies has a tie--up with Rotary Club in all 8 citesup with Rotary Club in all 8 cites

Sponsorship of Rs. 3,00,000 /Sponsorship of Rs. 3,00,000 /-- for New Year'sfor New Year's

Eve FunctionEve FunctionRs. 3,00,000 * 8 citiesRs. 3,00,000 * 8 cities

Total = Rs. 24,00,000/Total = Rs. 24,00,000/--


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Mall Activation on 25Mall Activation on 25thth & 31& 31stst

CityCity MallsMalls RateRate TotalTotal

MumbaiMumbai 0202 50,00050,000 2,00,0002,00,000

DelhiDelhi 0202 50,00050,000 2,00,0002,00,000

BengaluruBengaluru 0202 30,00030,000 1,20,0001,20,000

ChennaiChennai 0202 30,00030,000 1,20,0001,20,000

PunePune 0202 20,00020,000 80,00080,000

KolkataKolkata 0202 20,00020,000 80,00080,000

AhmedabadAhmedabad 0202 20,00020,000 80,00080,000

HyderabadHyderabad 0202 20,00020,000 80,00080,000


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PrintPrintNewspaperNewspaper InsertionsInsertions Rate/insRate/ins PremiumPremium AreaArea TotalTotal

MumbaiMumbai

MirrorMirror




KolkataKolkataMirrorMirror


BangaloreBangalore

MirrorMirror


AhmedabadAhmedabadMirrorMirror



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NewspaperNewspaper InsertionsInsertions Rate/insRate/ins PremiumPremium AreaArea TotalTotal

Delhi DNADelhi DNA 0606 Rs.550Rs.550 Rs.150/Rs.150/-- 120sq.cm120sq.cm Rs.5,04,000Rs.5,04,000

ChennaiChennaiDNADNA


HyderabadHyderabad

DNADNA



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TVCTVC

ChannelChannel SlotSlot InsertionInsertionss

Cost/10seCost/10secc

DaysDays TotalTotal

ColorsColors PrimePrimetimetime

0202 Rs.2,50,000Rs.2,50,000 0505 Rs.25,00,00Rs.25,00,0000

With MTV, we have a deal of 15 days of Rs.5,00,000/- for FCTwhich would include Tickers, Vignettes and Pop-ups


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RadioRadio Mumbai: Radio Mirchi for 10 days

TimeTimeBandBand






TOTAL : Rs.1,60,000/-


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Same is applicable for:

Delhi

Kolkata Bengaluru

Pune

Hyderabad

Grand Total = 1,60,000 * 6 cities

= Rs.9,60,000/-


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Chennai: Suryan FM 93.5 for 10 days

TimeTimeBandBand






TOTAL : Rs.1,37,000/-


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Ahmedabad: My FM 94.3 for 10 days

TimeTimeBandBand






TOTAL : Rs.1,35,000/-


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Out Door : Rs.24,00,000/-

Mall Activation : Rs. 9,60,000/-

Print: Rs. 42,12,000/-TVCs: Rs.30,00,000/-

Radio:Rs.12,32,500/-

TOTAL MEDIA EXPENDITURE


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Valentines DayValentines Day


Mall ActivationsMall Activations

TVCsTVCs RadioRadio


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Mall Activation on 13Mall Activation on 13thth & 14& 14stst FebruaryFebruary

CityCity MallsMalls RateRate TotalTotal

MumbaiMumbai 0202 40,00040,000 3,20,0003,20,000

DelhiDelhi 0202 40,00040,000 3,20,0003,20,000


PunePune 0202 20,00020,000 1,60,0001,60,000

AhmedabadAhmedabad 0202 20,00020,000 1,60,0001,60,000

TOTAL : Rs. 6,00,000/-


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TVCTVC

For Valentines Day, we have a deal of 15 daysFor Valentines Day, we have a deal of 15 days

with both MTV and 9XM for FCTwith both MTV and 9XM for FCT

Deal with MTVDeal with MTV Rs. 4,00,000/Rs. 4,00,000/-- Deal with 9XMDeal with 9XM Rs. 3,00,000/Rs. 3,00,000/--


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Mumbai: Radio Mirchi(3rd,5th and 7th February )

Radio

TimeTime

BandBand





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TimeTimeBandBand





Mumbai: Radio Mirchi(9th and 11th February )


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Mumbai: Radio Mirchi(13th February )

TimeTimeBandBand







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TimeTimeBandBand





Mumbai: Radio Mirchi(14th February )

Grand Total Mumbai: Rs. 49,300/-

Mumbai + Delhi : Rs 98,600/-


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Pune Radio Mirchi(3rd ,5th and 7th february )

TimeTimeBandBand





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Pune: Radio Mirchi1st week (9th and 11th February)

TimeTimeBandBand






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Pune: Radio Mirchi(13th February )

TimeTimeBandBand







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Pune: Radio Mirchi(14th February )

TimeTimeBandBand





Grand Total Pune: Rs. 67,400/-

Pune + Bengaluru : Rs 1,34,800/-


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Kolkata: Radio Mirchi1st week (3rd,5th and 7th February)

TimeTimeBandBand






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Kolkata: Radio Mirchi1st week (9th and 11th February )

TimeTimeBandBand


MorningMorning Rs.1,100/Rs.1,100/-- 0404 0202 Rs.8,800/Rs.8,800/--


EveningEvening Rs.1,100/Rs.1,100/-- 0404 0202 Rs.8,800/Rs.8,800/--



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Kolkata: Radio Mirchi(13th February )

TimeTimeBandBand







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Kolkata: Radio Mirchi(14th February )

TimeTimeBandBand





Grand Total Kolkata: Rs. 86,500/-

Kolkata+ Hydrebad : Rs 1,73,000/-


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Chennai: Suryan FM 93.5(3rd ,5th and 7th february )

TimeTimeBandBand





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TimeTimeBandBand




LateLateNightNight

Rs.750/Rs.750/-- 0303 0202 Rs.4,500/Rs.4,500/--

Chennai: Suryan FM 93.5(9th and 11th February )


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Chennai: Suryan FM 93.5(13th February )

TimeTimeBandBand





LateLateNightNight

Rs.750/Rs.750/-- 0303 0101 Rs.2,250/Rs.2,250/--


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Chennai: Suryan FM 93.5(14th February )

TimeTimeBandBand





Chennai Total : Rs.57,800/-


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TimeTimeBandBand





Ahmedabad : My FM 94.3(3rd,5th and 7th February)


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TimeTimeBandBand






Ahmedabad : My FM 94.3(9th and 11th February)


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Ahmedabad : My FM 94.3(13th February)

TimeTimeBandBand







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Ahmedabad : My FM 94.3

(14th

February)TimeTimeBandBand





Ahmedabad Total: Rs 69,050/-


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Radio Grand Total : Rs 5,33,250/-

Mall Activations: Rs.6,00,00/-

TVCs :Rs.7,00,000/-

Grand Total : Rs 18,33,250/-


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Just an Archies Card awayJust an Archies Card away

The Campaign duration is from the 1The Campaign duration is from the 1stst of May to the 15of May to the 15thth

of the same month.of the same month.

Media usedMedia used OutdoorOutdoor

InternetInternet

TVCTVC

PrintPrint

RadioRadio


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OutdoorOutdoor

Ads on Bus Panels of 20 buses in each cityAds on Bus Panels of 20 buses in each city

Left Panel costs Rs. 4,500/Left Panel costs Rs. 4,500/--

Total = 4500*20 = Rs. 90,000/Total = 4500*20 = Rs. 90,000/--

For 8 cities, the Total is Rs. 7,20,000/For 8 cities, the Total is Rs. 7,20,000/--

Back panel costs Rs 3500/Back panel costs Rs 3500/-- in Mumbaiin Mumbai

Total 3500*10 = 1,12500/Total 3500*10 = 1,12500/--


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Hoardings for a period of OneHoardings for a period of One

MonthMonth

CityCity No. of No. ofLocationsLocations

RateRate TotalTotal

MumbaiMumbai 44 80,00080,000 3,20,0003,20,000

DelhiDelhi 44 80,00080,000 3,20,0003,20,000


ChennaiChennai 44 80,00080,000 3,20,0003,20,000

PunePune 44 60,00060,000 2,400002,40000AhmedabadAhmedabad 44 60,00060,000 2,400002,40000

HyderabadHyderabad 44 60,00060,000 2,400002,40000

KolkataKolkata 44 60,00060,000 2,400002,40000


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InternetInternet

We have a tieWe have a tie--up with social networking sitesup with social networking sites

such as Facebook and Orkut for 2 dayssuch as Facebook and Orkut for 2 days

The deal is Rs. 6,00,000/The deal is Rs. 6,00,000/-- per dayper day

Total = 6,00000*2 = Rs. 12,00,000/Total = 6,00000*2 = Rs. 12,00,000/--


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Radio

TimeTimeBandBand




Mumbai: Radio Mirchi for 2 weeks

1st

week : 1st

May 7th

May


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TimeTimeBandBand




Mumbai: Radio Mirchi for 2 weeks2nd week : 8th May 15th May

Total : 30,800 + 46200 = 77,000/-


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Delhi

Kolkata

Bengaluru

Pune

Hyderabad

Grand Total = 77,000 * 6 cities

= Rs.4,62,000/-


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Chennai: Suryan Fm 93.5 for 2 weeks1st week : 1st May 7th May

TimeTimeBandBand





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Chennai: Suryan Fm 93.5 for 2 weeks2nd week : 8th May 15th May

TimeTimeBandBand


MorningMorning Rs.950/Rs.950/-- 0303 0707 Rs.15750/Rs.15750/--

EveningEvening Rs.950/Rs.950/-- 0303 0707 Rs.15750/Rs.15750/--

Total : 26,600+31500 = 58,100/-


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Ahmedabad: My FM 94.3Ahmedabad: My FM 94.3

11ststweekweek

TimeTimeBandBand




Total:24500/-


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TimeTimeBandBand




Total: 36750/-

Ahmedabad: My FM 94.3Ahmedabad: My FM 94.3

2nd week2nd week


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TVCTVC

For this campaign, we have a deal of 15 daysFor this campaign, we have a deal of 15 days

with both MTV and 9XM for FCTwith both MTV and 9XM for FCT

Deal with MTVDeal with MTV Rs. 4,00,000/Rs. 4,00,000/-- Deal with 9XMDeal with 9XM Rs. 3,00,000/Rs. 3,00,000/--


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PrintPrint


MumbaiMumbai

MirrorMirror

0404 Rs.600Rs.600 Rs.150/Rs.150/-- 120sq.cm120sq.cm Rs.3,60000Rs.3,60000



KolkataKolkataMirrorMirror


BangaloreBangaloreMirrorMirror 0404 Rs.600Rs.600 Rs.150/Rs.150/-- 120sq.cm120sq.cm Rs.3,60000Rs.3,60000

AhmedabaAhmedabad Mirrord Mirror



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Delhi DNADelhi DNA 0404 Rs.550Rs.550 Rs.150/Rs.150/-- 120sq.cm120sq.cm Rs.3,36,000Rs.3,36,000

ChennaiChennaiDNADNA


HyderabadHyderabadDNADNA



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Total ExpenditureTotal Expenditure

Out door: 7,20000Out door: 7,20000

Hoardings: 29,60000Hoardings: 29,60000

Internet: 12,00000Internet: 12,00000TVC: 7,00,000TVC: 7,00,000

Radio: 5,81,350Radio: 5,81,350

Print: 2808,000Print: 2808,000


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Friendship DayFriendship Day

ON Ground activitiesON Ground activities

We have tie ups with 4 colleges each in Mumbai,We have tie ups with 4 colleges each in Mumbai,Delhi, Kolkata, Chennai and Bangalore for Rs,Delhi, Kolkata, Chennai and Bangalore for Rs,

1000010000

In Pune, Hyderabad and Ahmedabad, deals areIn Pune, Hyderabad and Ahmedabad, deals are

with 2 colleges each for Rs. 5000with 2 colleges each for Rs. 5000

Total expenditure here is Rs. 2,30000/Total expenditure here is Rs. 2,30000/--


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RadioRadio

TimeTimeBandBand




Total: 30,800/-

Mumbai: Radio Mirchi form 26thJuly to 1stAug


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Delhi

Kolkata Bengaluru

Grand Total = 30800 * 4 cities

= Rs.1,23,200/-


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Chennai: Suryan Fm 93.5 from 26th july to 1st august

TimeTimeBandBand




Total : 26,600/-


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Ahmedabad: My FMAhmedabad: My FM

TimeTimeBandBand




Total: 36750/-


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Hyderabad Radio MirchiHyderabad Radio Mirchi

TimeTimeBandBand




Pune radio costs are the same

Total cost : 92400/-


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Radio: 2,78950Radio: 2,78950

Outdoor: 2,30000Outdoor: 2,30000

TOTAL : Rs. 5,68,950/TOTAL : Rs. 5,68,950/--


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Complete Media PlanComplete Media PlanCampaignCampaign Corporate BudgetCorporate Budget Regional BudgetRegional Budget

Diwali:Diwali: TVC: 2625000TVC: 2625000

Radio: 1030350Radio: 1030350

Print: 1092000Print: 1092000

Outdoor: 2012000Outdoor: 2012000

Christmas and NewChristmas and New

YearYear

Radio: 12,32.000Radio: 12,32.000

Print: 42,12,000Print: 42,12,000

TVC: 30,00,000TVC: 30,00,000

Outdoor: 24,00000Outdoor: 24,00000

Malls: 9.60000Malls: 9.60000

ValentinesValentines Radio: 533250Radio: 533250

TVC: 700000TVC: 700000

Malls: 600000Malls: 600000

BondingBonding Internet: 12,00000Internet: 12,00000

TVC 700000TVC 700000

Radio: 581350Radio: 581350

Print: 2808000Print: 2808000

Bus: 7312500Bus: 7312500

Hoardings: 29.60000Hoardings: 29.60000

Friendship dayFriendship day Radio: 278950Radio: 278950 On grd: 2,3000On grd: 2,3000


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Corporate Expenditure : Rs.2,00,02,900/Corporate Expenditure : Rs.2,00,02,900/--

Regional Budget : Rs. 99,94,500/Regional Budget : Rs. 99,94,500/--


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Thank YouThank You

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