Aditya Birla Group

By: Uday Vir Singh RanaGuide: Albert PereiraIndustrial Internship Program#Flow of Presentation

MIO DIGITAL #Organization #Mio is a new-age hybrid & fluid communication solution provider. All arms of the marketing communication process meshed together seamlessly. Adept equally at conversation starter nuggets and mass megaphone push initiatives. Mio has an uninterrupted orientation to respond and bring the brand persona alive through action and behavior. As a matter of practice, the design, the brand and the digital lenses are worn on all brand initiatives. Mio is live, real time and fiercely creative.Mio : Mutation at its bestMIO DIGITAL#Mio Design360 Degree Marketing Solutions CompanyOrganization StructureValues & BeliefsServicesMIO DIGITAL#360 Degree Marketing Solutions

MIO DIGITAL#Company

MIO DIGITAL#Organization StructureBISWAJIT DHARFounderALBERT PEREIRACo-Founder & Business HeadABBAS BHOPALWALACo-Founder & Business HeadSIDDHARTHA DUTTACo-Founder & Creative HeadMIO DIGITAL#ONLINE REPUTATION MANAGEMENTONLINE & WORD OF MOUTH MARKETINGONLINE PRINFLUENCER RELATIONS & ADVOCACYDIGITAL & SOCIAL MEDIA STRATEGIC CONSULTANCYONLINE CHANNEL MANAGEMENTServicesMIO DIGITAL#Marketing & Advertising#Business-on-the-goTraditional AdvertisingMarketing has changedObjectives of Advertising (SEO, SEM etc.)Online AdvertisingCPM, CPC & CPASocial MediaMIO DIGITAL #Traditional AdvertisingAn advantage of being physical which people don't forget easily The reach is too lowThe performance cannot be calculated anytimeThere is no way to track if the users heard/saw the adsTime is always a constraintIt takes time to make changes to the adsCostly (Banners, ads, etc.)MIO DIGITAL #Marketing has changedMarketing team becomes Research departmentBusiness has to change to accommodate the Use of Social MediaMarketing department becomes Media and Education departmentSpending the marketing Money is differentEven the Four P's have changed:ExperienceEveryplaceExchangeEvangelismPeople have changedMIO DIGITAL #Advertising Objectives Promoting your brandEnhancing client engagement Developing relationships with prospectsIncreasing offline and online salesGenerating leadsStressing your brand messageMIO DIGITAL #Online AdvertisingAlso called "Internet marketing" Digital advertising includes promotional advertisements and messages delivered through: EmailSocial media websitesOnline advertising on search engines andBanner ads on mobile or Web sites MIO DIGITAL #Modus Operandi#The SystemUnderstanding of Advertising agencyUnderstanding the customer needsDecoding the BriefResearch and StrategizingPitching the ClientsMIO DIGITAL #Understanding of Advertising agencyAccount ManagementCreative TeamResearchersMedia PlannersMIO DIGITAL #Understanding the customer needsWho they areWhat they doWhy they buyWhen they buyHow they buyHow much money they haveWhat makes them feel good about buyingWhat they expect of youWhat they think about youWhat they think about your competitors

MIO DIGITAL #Decoding the BriefA problem for mostClient service people as gatekeepersMoving forwardClear, to the point, relevantShould be understandable to a layman too

MIO DIGITAL #Research and StrategizingPurposePacePulse of the marketPrototype MIO DIGITAL #Pitching the ClientsMake the first impression countIdentify the problem your company solvesGet the chemistry rightOffer proof and a planKnow when to stop and listenShow, don't tellGet to the pointShow passion or stay homeMIO DIGITAL #Clients Handled#

MIO DIGITAL #RELIANCE LIFE INSURANCE ONLINE TERM PLAN

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#FamilyKaFarishta Campaign

Objective: Launch Reliance term plan : The 12th entrant into the already crowded market. Category: Numerous number plays across players. Claiming really low premiums for a high cover.

Challenge: Break the clutter of price propositions across the net for Term Insurance.

Insight: You have always wanted the best for your family. Now is the time to cast your promise in stone.

Proposition: Be your #FamilyKaFarishta. Reliance launches India's Lowest Term PlanMIO DIGITAL #Execution:#FamilyKaFarishta being the centre point of all communicationBanner advertising across propertiesHigh traffic road blocks across sites : Site CapturesA extensive range of emailersYouTube and Banner ads : 7 films promoted across content relevant searches and sitesTelevision commercial as an adaptation from digital strategy and executionPosts on Facebook and Twitter

Results :Reliance in now the no. 4 in Term insurance. (3 month time frame) And climbing.MIO DIGITAL #Animated Banners to promote Reliance Online Term

MIO DIGITAL #Few of the several mailers created to promote Reliance Online Term Plan

MIO DIGITAL #Few of the several mailers created to promote Reliance Online Term Plan

MIO DIGITAL #Few grabs from the online films

MIO DIGITAL #Bajaj Avenger#Unify the Avengerians online Amplify the sentiments of the core customer: About the Avenger & Cruising Expand the community to Avenger aspirants and those looking for the cruiser experience ObjectivesWe set out to targetBrand AdvocatesCruiser EnthusiastsInsightThe Journey Is The Destination.PropositionRevive the feel like God sentiment by celebrating the iconic AvengerEstablish Avenger United (Bajaj Avenger Official) Own the journey through our communicational effortsWhat We Started WithMIO DIGITAL #The LaunchAvenger United Bajaj Avenger#Launch of the official Avenger community

MIO DIGITAL #And the reaction

MIO DIGITAL #How we started?On Ground: The Real Destination

MIO DIGITAL #Cruising Through SouthIn search of content#

Ride To Rameshwaram with BAC

AU Inaugural Ride To WayanadMIO DIGITAL #

I love to customize my bike. Small ones but I do something every weekend.- Salman, IT ProfessionalBAC rides are mainly about formation rides. We alter our formations according to the roads and traffic. -Shivram Kumar, CSBefore marriage, I customized the pillion seat for my wife. Even after covering 1500 Kms, she was excited for the next 1000 kms.

- Siddharth, BAC Co-Founder & IT ProfessionalBeing a surgical oncologist is stressful. So whenever I want to calm myself down, I ride.

- Dr. Anand Raja, Surgical OncologistMIO DIGITAL #Facebook/TwitterWhat we spoke about#

Road Trips

MIO DIGITAL #Road Trips

MIO DIGITAL #Riding Quotes

MIO DIGITAL #

Riders Preferences

MIO DIGITAL ##PicOfTheWeek

MIO DIGITAL #Ask The Avengerians !

MIO DIGITAL #Praise The Avenger

MIO DIGITAL #RESULT#

Performance

Facebook:1.93 Lakh Fans 5.5 Million People Reached1.4 lakh post likes, 1780 comments & 815 sharesAverage Post Reach To 13k PeopleAverage daily engagement with 1900 people600+ images received from

Twitter: 1260 FollowersAverage ER at 5.5% 2200 Profile Visits

MIO DIGITAL #FindingsEvolved and highly interactive audienceKeen on sharing riding pictures, tips, experiencesWillingness to belong to the official AU ClubBrand acknowledgement boost participation

Brand replies encourage interactionFew but passionate & enthusiastic followersEager to share their stories, achievements & experiences (regularly & pro-actively)

MIO DIGITAL #Observations#Learning and ExperiencesClient RelationshipsManaging CreativesPitching the clientsResearch and analysisDigital PlatformsIntroduction to SEO/SEM

MIO DIGITAL #Conclusion#Conclusion and Recommendation Internet Penetration

World Becoming Digital

Awareness through educational platformsMIO DIGITAL#Internet Penetration

MIO DIGITAL #World Becoming Digital

MIO DIGITAL #Awareness through educational platforms

MIO DIGITAL #Thank You#