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CAMPAIGN FOR
COMPLAN
Group No.7
Campaign planning (advertising, digital, PR, media budgets)
Brand Vision
Complan stands by the mother‟s belief system of providing the best in nutrition for her growing child
Complan is the daily dose of nutrition that a child cannot complete his day without
Lore says that the Holy Grail is the cup of purity and goodness, the holder of blessing and divinity
Complan is the indispensable daily cup of health – The Holy Grail of Nutrition
Where are we?
Why are we here?
Where do we want to
go?
How will we get there
Are we getting there?
How will we get there?
Where are we?
Why are we here?
Where do we want to go?
How will we get there
Are we getting there?
Target Audience
The campaign aims to target young mothers who
understand the needs and requirements of their children.
Kids today lead a stressful life, compelled to achieve
academic excellence as well as have a variety of extra-
curricular interests.
Mothers are extremely concerned about the nutritional
requirements of the child. They understand that the child is
expected to be active through the day and they believe that
HFDs are a good way to build energy and stay full of life.
Arriving at the campaign
thought
Be my Complan
Buddy
The legacy of Brand Complan Presence of the brand in the
mother‟s childhood
The Brand‟s evolution to suit the needs of the child Is at par with competition with Chocolate
variants
The choice of mothers for their children and for
themselves
A clarion call to bring back the divinity in the relationship of the mother and the child, the mother being the care-
giver, the one who is always concerned with the growth of her child, whatever
his/her age
Campaign Idea
“Be my Complan Buddy”
The campaign aims to bring the mother and the child together to share a Complan moment – A time in a day where they both have a steaming hot cup of Complan, sharing the day‟s happenings with each other
The mother wants the best for the child. But it will never be at the cost of the child‟s health. Complan aims to create this moment where the mother tells the child to sit, breathe and share a cup of health with her
PR (Reminiscence About Your
Childhood)
Start a conversation about how today‟s generation of kids are bombarded with hectic lifestyles; their health gets affected
It is of utmost importance that kids get the necessary nutrients in their daily diet
Get media interested in the challenges faced by kids of today and how they cope; what they require to sustain in this highly competitive world
Here we can connect with young mothers and create a nostalgia factor as they reminiscence about their experiences of drinking Complan as kids themselves; in the form of testimonials
Advertising – On Television
(Complan Buddy)
Based on our target audience of young
mothers, television is the apt medium for mass
reach
Complan has always advertised widely on
television and we shall continue this trend
Advertising via TV will be aimed at mostly Tier
2 and Tier 1 cities
We shall advertise on GEC and English
Entertainment channels such as
Zee, Sony, Colours, Star; channels that are
watched widely
Digital and Radio – Support
Media
Taking into account that today‟s mothers are
digitally active, we will make use of the digital
platform to connect with them
Make use of social media such as Twitter and
Facebook to create interaction and trends
using #MyComplanBuddy
Radio will be an apt media to target working
mothers on the go. The Ads can be broadcast
during hours when young mothers travel to
and from work
Media Scheduling
PR Advertising(*Lead
Medium)Activation
Digital and Radio Support
Digital and
PR
compliment
each other
Budget allocation
Medium Costs Budget(In Cr.)
Advertising(Television)
Production cost 2
Genre: Hindi/Telugu/Bengali/TN/M
arathi GEC Hindi/English Movies, Kids 4.53
PR & Events Retainer 0.03
Activation in School 0.05
DigitalYoutube Advertising +
Social Media 0.01
Radio Radio Spots 0.15
Total 6.77
Comparison with Competitors‟ Ad
Spends
0
50
100
150
200
250
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
RS
. IN
MN
Complan
Bournvita
Horlicks
KEY MONTHS
Month 1 - August
Media
Aug
Week 1 Week 2 Week3 Week4
PR
Start conversations about children's demanding
schedule/lifestyle
Start conversations about children's demanding
schedule/lifestyleTalk about nutrition
for childrenTalk about nutrition for children/Healthy living
Advertising(Television) My Complan Buddy' TVC
DigitalArticles/Blogs on childrens'
lifestyleArticles/Blogs on childrens'
lifestyleGenerate buzz on social media
leveraging the TVC
Radio Radio spot on 'My Complan Buddy'
Top publications for PR(Readership)
PUBLICATIONS READERSHIP
English Dailies (AIR)
The Times Of India (All Edn) * 4446
Hindustan Times (All Edn) 2553
Mumbai Mirror 873
English Monthlies (AIR)
Readers Digest C 535
Health & Nutrition * 74
Femina C 59
Hindi Dailies (AIR)
Navbharat Times - (All Edn) * 1984
Hindustan (All Edn) * 1110
Dainik Jagran (All Edn) 595
Hindi Monthlies (AIR)
Meri Saheli * 130
Grehlakshmi 116
Vanitha (Hin) 94
Start conversations about children's
demanding schedule/lifestyle – Week 1 and
Week 2
Print Media: OPed pieces by leading nutritionists and paediatricians in
leading dailies and magazines covering news related to health and wellness
Name of Print Column Name of Reporter
Times of India * Speaking Tree Oped Pieces
Times of India * Health & Fitness Sheryl Salis
Lisa Antao
DNA * Health Nirmalya Dutta
Readers Digest C Magazine -
Health & Nutrition * Magazine Smrithin Satishan
Lora
Complete Well Being C Magazine Shiv Joshi
Ashwini Ranade
Mumbai Mirror * Health Lata Mishra
Jyoti Shelar
Hindustan Times * OPed Rachit Vats
Navbharat Times * Health -
Dainik Jagran * Health -
Meri Saheli* Magazine -
Grihlakshmi * Magazine -
Femina * Magazine -
C-
complimentary
channels
*-
Supplementar
y channels
*-Lead
Channel
Articles by Top Nutritionists and Paediatricians –
Week 3 and Week 4
NAME OCCUPATION
Raksha Changappa Dietician-Nutritionist
Anjali Mukherjee Nutritionist
Dr. Nupur Krishnan Nutritionist
Dr Kondekar Santosh
Venketraman
Paediatrician
Social Media Engagement
Create talkability on the blogs and articles mentioned earlier
Engage with influencers on social media to generate virality
Get Twitter celebs to talk about the importance of child nutrition and health
Budget Allocated: INR 3,80,000
- Payments to Digital Agency : INR 3,00,000
TVC & Radio Spot
TV - Selection of Genre
Genre Channel Share Avg. TVR
Hindi GEC 32.91 0.58
Hindi Movies 7.6 0.14
Kids 5.65 0.04
Telegu GEC 5.61 0.06
TN GEC 4.63 0.05
Marathi GEC 3.79 0.06
Bengali GEC 2.25 0.02
Eng Movies 1.06 0.01
Channel Mix- Based on Channel Share
6 Metros
Channel Channel Share Avg. TVR
Colors Viacom18* 7.33 0.77
Star Plus * 7.18 0.76
Z Zee TV C 5.91 0.62
Sun TV 2.94 0.31
SONY MAX 1.98 0.21
Z Marathi C 1.8 0.19
POGO 1.52 0.16
Disney Channel 1.21 0.13
ETV 1.18 0.12
Z Bangla C 1.15 0.12
UDAYA 0.84 0.09
Movies OK 0.78 0.08
Sony TV* 5.5 0.6
Hindi Speaking Markets
Channel Channel Share Avg. TVR
Colors Viacom18* 8.58 0.9
Star Plus* 8.04 0.84
Z Zee TV C 6.67 0.7
Sun TV 2.22 0.23
SONY MAX 2.18 0.23
Z Marathi C 2.2 0.23
POGO 1.57 0.16
Z Bangla C 1.36 0.14
Disney Channel 1.3 0.14
Movies OK 0.89 0.09
ETV 0.62 0.06
UDAYA 0.51 0.05
Sony TV* 8.01 0.75
C-complimentary channels
*-Supplementary channels
*-Lead Channel
TV Plan
Channels Avg TVR Dur(Avg-30/20) Rate # Spots FCT Cost
Colors Viacom18 0.77 25 15000 60 1500 22500000
Star Plus 0.62 25 9000 20 500 4500000
Sony MAX 0.23 25 2000 44 1100 2200000
Zee TV 0.2 25 4000 47 1175 4700000
Z Marathi 0.19 25 1000 30 750 750000
POGO 0.16 25 1000 50 1250 1250000
Disney Channel 0.13 25 2000 50 1250 2500000
ETV 0.13 25 600 50 1250 750000
Z Bangla 0.12 25 500 50 1250 625000
Sun TV 0.31 25 5000 20 500 2500000
UDAYA 0.1 25 573 30 750 429622
Movies OK 0.12 25 1000 60 1500 1500000
Total 511 12775 44204622
Net Cost 44204622
Agency Fees 1105116
Net Cost + Agecny Fees 45309737
Service Tax 5600284
Cost to the client 50910021
Cost to the client Exc Service Tax 45309737
Radio Plan
Channel City No. of slots per day Cost per slot (In Rs.) Total Cost (In Rs.)
Radio City * Lead Delhi 5 1100 220000
Mumbai 5 1100 220000
Bangalore 4 900 144000
Chennai 3 800 96000
Radio Mirchi Delhi 5 1100 220000
Mumbai 5 1100 220000
Bangalore 5 1000 200000
Chennai 3 900 108000
Kolkata 3 800 96000
Total 1524000
Month 2 - September
Media
Sep
Week 1 Week 2 Week3 Week4
On-ground activation Health Awareness Week in Schools by Complan
PR Building stories on 'My Complan Buddy'Generate talking points on the activations and
school drives
Advertising(Television) My Complan Buddy' TVC
DigitalSocial media engagement on brand communication of
'My Complan Buddy'Engagement on social media regarding the
activations and school drives
Radio Radio spot + Coverage of Mall Activations Radio Spot + Coverage of School drives
Building Stories on My Complan
Buddy – Week 1 and Week 2
The best form of communication is through story-telling
If you can communicate your desired message in the form of a story, it not only helps people relate to it but also allows people to connect with your story and thus builds a relationship
Keeping this in mind, we will start building stories around mothers and their children sharing a cup of Complan at the end of a long tiring day
Called „Be My Complan Buddy‟, these stories will revolve around the moments of companionship, closeness and sharing that a child shares with his/her mother over a cup of Complan after a long tiring day
It will be in the form of testimonials as mothers describe the tender moments they share with their child over a steaming cup of Complan
It will also feature stories from mothers as they fondly reminiscence about their childhood when they used to drink Complan and the memories associated with those moments –Their „I was a Complan Girl Too‟ Moment
These stories and testimonials shall be featured on various blogs related to child care, women-centric topics, online child-rearing forums etc
The blogs can also be written by mothers themselves – the real influencers of Complan and a healthy lifestyle for children
NAME OF BLOG LINK
Indian Healthcare indianhealthcareblog.com
Foundation For Mother and Child Health www.fmch.in
Nutrition for Kids Health www.pediasure.in
The Life and Times of An India Homemaker http://indianhomemaker.wordpress.com/
Indian Mommies http://indianmommies.blogspot.in/
Mommy Gyan http://www.mommygyan.com/
Kids Health http://kidshealth.org/parent/nutrition_center/h
ealthy_eating/drink_healthy.html
Health http://health.india.com/diseases-
conditions/health-drinks-are-they-good-for-
your-child/
Everyday Health http://www.everydayhealth.com/kids-
health/choosing-healthy-drinks.aspx
Social media Engagement
#MyComplanBuddy
A 5 day long hashtag contest for young mothers
Tweet the buddy moments they have had with your kids
The most poignant tweets will receive gift hampers or
discount coupons
The Hashtag can also be used on Facebook to generate
conversation
Budget for prize money: INR 80,000
Brand Recall
YouTube Advertisements will be showcased
simultaneously with the advertisement on television
It will be the same AD run on the Television
The Ads will be micro-targeted based on our TG
Budget Allocation: INR 6,20,000
- No of Views: minimum 500 (in one month)
- Cost per View : INR 1,240 (approx.)
The budgets can be revised based on the success of our
viewership.
Health Awareness Camp in Schools by
Complan – Week 3 and Week 4
Keeping in mind that Complan supports a healthy lifestyle for children and encourages mothers to ensure the same, Complan will host a Health Awareness Camp in schools around the city
On the day of parent-teacher meetings in schools, Complanwill set up a small stall within the school premises with due permission
A representative from Complan will initiate and host conversations with mothers visiting the school, asking for their opinions and thoughts on their children and their hectic lifestyles
Then with the aim of promoting a healthy lifestyle, the representative will discuss the importance of a wholesome diet in the child‟s routine and will also mention the role health food drinks, especially Complan, plays in providing the necessary nutrients
A pamphlet in the form of a refrigerator magnet containing a nutrition chart will be handed out to mothers to increase awareness
Simulations for the Health Drive
Month 3 – October
Media
Oct
Week 1 Week 2 Week3 Week4
PR Post event coverage
Advertising(Television) My Complan Buddy' TVC
Digital
Radio Radio Spot
Post-Event Coverage – Week 1
Onwards
Coverage of the Health Awareness Camp At
Schools by Complan shall be covered through
press releases in the major dailies such as
Times of India, Mumbai Mirror, Pune mirror,
DNA, Asian Age, Hindustan Times, Dainik
Jagran and Lokmat
The press releases will talk about how
Complan is not just a health drink but a brand
that actually cares about the health of a child
in this most formative years – the growing
years
THANK YOU
