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The Magic Of TWENTY SEVEN

• UTTARAKHAND
• (Is It On Your Map?)

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The C.M.M.Approach

• C CREATING The Brand
• M MARKETING The Brand
• M MONETIZING The Brand

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Creating The Brand
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CREATING The Brand 3 Steps

• Creating Brand Name
• Creating Brand Personality
• Creating Brand Positioning

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Brand Personality

• Mirchi
• is a 20 year old boy, clean shaven, dresses
  casually, not great in studies but super with
  extra curricular activities, sits on College
  walls and strums the guitar and charms the girls.
  He is self opinionated, distinctly emotional,
  very modern and progressive in his thoughts, yet
  has great reverence for traditions and is deeply
  rooted to his Country

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So what is the BP of U-K

• ONE POSSIBILITY
• U-K is a 29 year old saree clad housewife,
  beautiful to look at, and has a modern and
  aesthetic sense of dressing. She is very warm and
  hospitable, delightfully traditional, yet modern
  in her outlook and approach, fairly versatile in
  all chores of atithi devo bhavo, is a great
  cook, is very very Indian at heart, yet fully
  accustomed with differing International Cultures.
  She is very caring, accommodating, yet possessive
  of her values.

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Brand Positioning - 1

• THIS YEAR
• I WILL SPEND MY HOLIDAYS
• IN U-K
• AND NOT IN GOA
• BECAUSE.

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Possible Answers

• Bec It is Relatively Unexplored
• Bec Better Connectivity From Where I Stay
• Bec Offers a Wide Range Of Places
• Bec More Safer
• Bec Economical

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Brand Positioning - 2

• THIS YEAR
• I WILL SPEND MY HOLIDAYS
• IN U-K
• AND NOT IN HIMACHAL
• BECAUSE.

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Possible Answers

• Bec Better Infrastructure
• Bec More Than Just Hills
• Bec Not Just Beauty History Too
• Bec It is more Tourist Friendly.
• Bec I May Get To Meet Mr. Ruskin Bond

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• CREATING THE BRAND
• PROMOTING THE BRAND

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The Magic Of Twenty Seven

• ON RADIO

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Exploiting The Salient

• Turning The Inanimate To Animate. (Humanizing the
  Non-Living)
• Creating Relationships
• Total Editorial Integration

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Piggy-Back

• To be able to integrate effectively and
  completely into Programming, it is important to
  fully understand the Emotional Equity that each
  jock commands in his / her market.
• The success of the integration (and therefore the
  campaign) will rely almost completely on how well
  can the product ride on that Emotional Bandwagon
  so effectively created by the jocks over the
  years. Their credibility and their endearment
  always rubs onto the product.

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Route ONE

• Five Teams Of 2 Jocks from across the country
• Five Identified Verticals / Trails in U-K. These
  could be Hill Resorts / Forest Trails /
  Pilgrimages / Adventure Sports / River Trails
• Fourteen Day Trip with each team reporting live
  their journeys and weaving a spell of sights and
  sounds and the beauty and the adventures all
  woven around a maze of human experiences.
• Finally Listeners voting in as to which group had
  the most remarkable experiences. All replete with
  plenty of interactivity and loads of Prizes.

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Route TWO

• The Bollywood connection
• Choosing Famous ANGRY Dialogs from movies down
  the years and asking listeners to respond, how
  the dialog or the situation would have changed,
  had the story been set in the cooler climes of U-K

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Route THREE

• CHARACTER CREATION
• Enter Dakshin Prasad
• He is a cynical, critical, self contained South
  Indian who travels ONLY in the Dakshin, and
  believes the North has nothing to offer. The
  episodes capture him discovering the Magic of 27,
  and he very grudgingly admitting that there is a
  world outside of his Dakshin.