Sept-Oct 2013(Sustenance Burst)

RADIKAL RICE

Flashback

Media Plan

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IdeaWorld Rice

Day

Radio Mirchi Corporate

Activity

DetailMedium Print+Radio RadioBudget(In Crs) 1.81 0.35 5.0Markets top 6 Metros 8 CitiesMedia Vehicle TIMS 6 Metros Delhi-NCR

OctSept

Radikal Rice FestivalAaj Dabbe Mein Kya Hai+ My Radikal

Recipe

8 Cities, top 6 MetrosTIMS+NBT(All) TIMS 6 Metros

On-Ground-Delhi

Section/Property owned by Radikal, to create noise in the market about

'Radikal means Best Rice for everyday purpose'

Print+Radio + Internet Print+Radio+Internet2.12 0.7

As per Proposal

NOMINATED IDEAS

Aaj Dabbe Mein Kya Hai?

• Interesting FCT contest, where there will be radio spots asking people about interesting rice recipes in their Dabba/Lunch-box.

• Take a picture of that recipe, write its name and specialty and mail it to xyz.com or upload on the facebook page (which can be created)

• Get a chance to win gift hampers from Radikal Rice.

• Winner will be selected everyday

• Deliverables:

Radio Spots

RJ Mentions

Aaj Dabbe Mein Kya Hai?

• Promo Script 1MVO: (On the lines of Chakke pe chakka) Dabbe mein dabba… dabbe mein kya hai?? Rajma-rice ya Shahi Pulao hai??? Kyun?? Aaj aapke Dabbe mein kya hai???

Radikal Rice presents Aaj Dabbe mein kya hai??? Yaani agar aaj aapke lunch box mein rice se bani koi bhi lazeez dish hai toh us dish ki picture click karke, naam aur khaas baat likhke bhej dein xyz.com par… har din ek lucky winner jeet sakta hai exciting gift hampers from Radikal Rice…

• Promo Script 2SFX: (Dabba opening) MVO1: (Pleased) waah!! Veg biryani…SFX: (Dabba opening) MVO2: Emmmm…. Kadi Chawal…SFX: (Dabba opening) FVO1: Wow!!! Kheer….AVO: In sab ki tarah agar aapke lunch dabbe mein hai rice se bani koi lazeez dish toh participate kijiye Radikal Rice “Aaj Dabbe mein kya kya hai” contest mein… apni dish ki picture click karke, naam aur khaas baat likhke bhej dein xyz.com par… har din ek lucky winner jeet sakta hai exciting gift hampers from Radikal Rice…

INTERNET

“Aaj Dabbe Mein Kya Hai”

• 300x600 banner space across City section for four weeks to be called as “Aaj Dabbe Mein Kya Hai” powered by Radikal Rice.

• The banner header will also carry the category of the recipe say, fat free, for fitness freaks, indulge etc. The box will contain an image with a brief on the recipe asking users to click on the ‘more’ button leading to the recipe page. As more recipes are populated we will have more options to present a list page as well.

• The placeholder will carry a line saying Check out the complete range Radikal Rice Recipes  the recipe section will be carrying the branding of Radikal Rice.   

• Also we can have banner ads displayed simultaneously

Aaj dabee mein kya hai concept

“Aaj Dabbe Mein Kya Hai”

A Radikal Initiative

2#.Rice Festival of INDIA

Concept

• India celebrates a festival every day 365 days in a year• With diverse dialect, food habits and festivals rice is a

common grain binding across the country• Each festival has special rice delicacy associated with it • Starting September, we will focus on one festival every month

• Highlighting festival significance-Cultural associations• Followed by special rice recipe for the festival• Or Special healthy rice recipe to burn festival calories

Frequency Publication

Position Number of Insertions

Size

every month

Advertorial

TIMSSix Metros

Page 5 one 823 scm

every quarter

Announcing winners

TIMSSix Metros

Page 3 one 400 scm

Ball park Cost : 3.65 Cr/Yr

An informative series in an advertorial format

Media Amplification

RADIO & ON-GROUND

Radikal Basmati

Radio promotion On Ground promotion

ON AIR

Venue Pointers

RJ Mentions

Radikal Basmati Contest

Radikal basmati On Ground activation

Puja Pandals / Market Places

Crowd Engagement

Product Placement

Radikal Rice Navratri Feast

• Radikal Rice Navratri Feast to be organized at selective areas inviting people to experience Radikal Rice through recipes and samples

• The menu will have various food items made with Radikal Rice i. e. Kheer, sweets and more.

• Feast will be part of the pandal created by Radio Mirchi team, which will also have other entertaining elements like games, music, shopping

• Interactive session with females asking them about their favorite festival rice recipe

Radikal Rice Navratri Feast

• Deliverables:• Venue Pointers• RJ Mentions• OB links• Promos• Bytes of women talking about the product• These Bytes can be capsuled and played out as testimonials

For On-ground concept-Refer Annexure

INTERNET

Times of India/Life-style Section Article Placement for Promotion

TimesofIndia/Food Section Advertorial Placement for Promotion

In-Section Promotion

#3.WORLD RICE DAY

A Radikal Initiative

Concept

• October 18th is world rice day• Radikal takes ownership of the day. • Idea is to communicate strongly to the consumers about

Radikal being a Premium Rice brand

• Idea

A ground event on India Gate or Gateway of India, where a replica/miniature of the historic monument is made of rice

• Pre activity campaign will be rolled out to inform target audience about the upcoming unique event

• Stall can be placed at the event, so that people can experience Radikal Rice, along with few contest on the spot.

• People can also take away Radikal Rice booklets

Phase Publication Position Number of Insertions

Size

Pre Event TIMSSix Metros

Front Page three 400 scm

Event TIMSSix Metros

Page 3 two 400 scm

Post-Event TIMS Page 5 Single Full page

Ball park Cost : 1.75 Cr

Media Amplification

Radio-World Rice Day

What’s your rice type?

An FCT property where we can talk about different products of Radikal i.e. Aqua Mist,

Brown rice etc.

Series of spots, explaining each products and its qualities.

Spots quality should be very premium and sound very alluring

Sample Script

Mnemonic: Radikal Rice presents… Aqua Mist – A royal affair

FVO: (Premium and sensuous)- Radikal ki duniya ki ek shaandaar peshkash… Aqua

Mist… Iski magical fragrance, superfine grains, soft texture and divine flavor aapko

dey ek perfect and pure shaahi andaaz. Toh ho jaaiye taiyaar iske majestic pleasure

mein khone ke liye… Radikal Aqua Mist… naturally aged, premium basmati rice.

Power of RiceAn FCT property in which we can talk about different benefits of eating rice and

encourage people to add rice in their daily diet. Below is the sample script, there can be

a series of such spots.

Sample Script

Mnemonic: Radikal Rice presents… Power of Rice!

FVO: Aapki dinbhar ki physical activities, brain performance ke liye aapko chahiye

bharpoor energy and rice is an excellent source of energy and carbohydrates… Toh

apni roz ki diet mein rice zarur khaayein aur apni body ko dein sahi maatra mein

energy…

MVO: Brought to you by Radikal Rice.

Radikal RiceLeela

In this property we will present Radikal special recipes in a very interesting and

entertaining way and drive traffic to Radikal's website.

Sample Script

Mnemonic: Radikal RiceLeela…

FVO: Aur aaj parosi jaayegi lemon rice recipe… Suneharey, peeley chaawal ke daano ke saath khelti urad aur chana daal ki toli… uspar saje laal mirch ke tukde aur kadi patte ki mehak… Aur swaad mein ghula neembu ka woh natkhat khatta swaad… jo kar deta hai har pal khush mizaaj… Kuch aise hi bante hain aapke favorite lemon rice… Lekin iski asli leela toh tab shuru hoti hai jab iska swaad milta hai aapki zuban se… Radikal lemon rice recipe… jaane ke liye jaayein radikalway.com par…

AVO: Radikal RiceLeela brought to you by Radikal rice.

World Rice Day-Radio Plan

Deliverable Time bandFrequen

cyDuration Days

Secondage

Gross cost

Net cost

Property- Rice type 0700-1300 15 20 1 300 180000  153000

Property- Power of rice 1300-1700 15 20 1 300 180000 153000

Propoerty- Riceleela 1700-2300 15 20 1 300 180000 153000

Branding spots 0700-2300 20 15 1 300 180000 153000

720000 612000Total (Service tax additional)

RADIO MIRCHI CORPORATE ACTIVITY-ACTIVATION

Mirchi Break Time

•A session of fun, games and enjoyment created by Mirchi Team for the employees in their office campus

•In every campus, Mirchi Team creates a session of 2-3 hours with high-involvement and engaging activity for employees

•Participation:120-150 employees per organization

Peek at previous activities

Phase-1 Pre Hype

On Ground• A mailer to be provided to the H.R team of the corporates to be sent

to all employees (subject to permissions)

• Posters/ Standees to be put up in the offices (subject to permission), lobby, notice boards etc to announce the activity

Phase-2 On-ground

• Radio Mirchi will conduct 2-3 hours session in corporates at their office premises

• Fun filled games to refresh & re-energize you.

• Fun Contests between contestants like Quiz & Skill based Tests in an interesting crisp format

Plan of Action

• Our Objective is to go to every Corporate house and create a Setup at the desired location.

• We will be creating a Pre Hype before entering the Corporate and tell all the employees not to bring their lunch boxes on the Specified Day.

• We will have our chef who will be creating different delicacies using Radikal Rice and involve people in the tasting.

• We will also run a Programming integration over the Radio where in people get change to share their own recipes and the best get a One year supply of rice from Radikal Basmati for their family.

Media Investment

• Market: Delhi-NCR

• Total Net Investment for 60 corporate’s: Rs 36, 42, 600 exclusive of taxes @ 12.36%

• Duration- 2 Months