Group-6 Shubhra BundelaShubhra Bundela

• Samiksha LohiaSamiksha Lohia• Zarina YunusZarina Yunus• Shelley SahaShelley Saha• Sonal GeraSonal Gera

• Souma MukherjeeSouma Mukherjee

Flow of The Presentation

About The Cause

BackgroundBackground

ABOUT USCOMMUNICATION FOR CREDIBILITY

About Aircel

Parent CompanyMaxis Communications; Apollo Hospital

CategoryMobile service provider

SectorTelecommunication

Tagline/ SlogansYour World of possibilities

USPSimplicity and the ‘boy next door’ image; cricket connect

Why Save the Tigers

We are a telecom company. Mobile phones reach people. We saw an opportunity to create awareness amongst people to‘ Save the Tiger’. At the rate we are going , two years from now even the 1411 will perish. Nobody seems to bother! If we don’t act now, we will loose all the tigers in the wid. - Sandeep Das, Director In-charge of Indian Operation Aircel Ltd., in an e-mail interview in hardnews media in 2010

Strength Subscriber base over 27mn

Weakness 1.Profitability is an issue 2.Lack of advertising 3.Low brand visibility

Opportunity 1.Fast expanding cellular market 2.Latest and low cost technology 3.Untapped rural market 4.Value added services

Threats 1.Competitors low price offering 2. Saturation point in Basic telephony service

SWOT of Aircel

Save the tiger Campaigns 2009-10

• In collaboration with WWF India

• Digitalized Campaign• 2.3 million likes on facebook

page• 1,55,923 people joined the

cause in their official website

• Support initiative fund

2010-2011-2012• Partnered with NDTV along

with the Sanctuary Magazine and the Wildlife Conservation Trust

• Multimedia Campaign• 12-hour Telethon• 5.81 in 2011-12

Brand Connect

Save The Tigers-2013- by Iris pr

• Starts in January with Round Table Conference and Press Release with the earlier campaigns

• Revamp online media• Roar (Replenish Our Ailing Resources)- Engagements/

Contests• Road Trip• Going to where its affected from- Rural and Tribal India• Awards to real saviours

PR Objective

National awareness and encouragement of people to

save our national pride

-initiative by Aircel

Target Audience

STUDENTSTUDENTSS

a. College b. School

Government

a. Prime Minister b. Ministry of Environment & Forests c. Ministry of Tourism d. Ministry of Rural Development e. Ministry of Tribal Affairs

Contd...

Rural – Areas near Tiger Reserves

NGOs Animal ActivistsWWF

Key Opinion Leaders Media Houses

Wildlife Photographers Discovery/National Geographic Wildlife Magazines

Stakeholder Mapping

Power - ability to influence

Interest - they can be active or passive

Attitude – they can ‘back’ (support) or ‘block’ (resist).

Stakeholder Mapping

Stakeholder Mapping

SaboteurSavior

Time Bomb

FriendSleeping

GiantIrritant

Trip WireAcquaintance

High Priority

Medium PriorityMedium Priority

Low PriorityLow Priority

Stakeholder Mapping

Saviors

Government:Ministry of TribalMinistry of Rural DevelopmentMinistry of Environment and Forest

Deputy Forest Officers Officers – Wildlife Sanctuaries

ScientistsZoologists

High Priority

SaboteursPoachers

Tiger Trafficers

High Priority

Medium Priority

Friends

Government:Ministry of Tourism

Tiger Protection ForceRapid Response Units

PETAActivists

Medium Priority

IrritantVillages

KOLs

Government •Manmohan Singh, Prime Minister•Smt. Bina Kak, Chief Minister, Rajasthan•Smt. Jayanti Natrajan, Environment Minister•Shri Jairam Ramesh, Minister of Rural Development and Ex-Environment Minister•Kishore Chandra Deo, Tribal Minister•Chiranjivi, Minister of Tourism

OthersMember Secretary, National Tiger Conservation Authority•Khap Panchayat

KOLs

Film & Celebrities

•Shekhar Dadatri, Documentary Film maker of “Truth about Tigers”•M.S. Dhoni, Brand Ambassador, Aircel•Baichunh Bhutia, Football Player•Rahul Dravid, Cricketer•Amitabh Bachan, ActorScientists•Dr. Raman Chandawat, Scientist, Panna Reserve•Dr. Ulhas Karat, Scientist

Activists & Supporters

•Bilanda Ryat, Social Activist•Balmiki Thakur, Activist•Bittu Sehgal, Wildlife Journalist

Public Relations Public Relations

Mediums Available

Why PR?

Target Audience-Youth

Online Tactics

• Online Contests-Twitter Trends#VacationInJungle#IfTigersGetExtinct

#SaveThePride• Facebook Engagement• Videos on Youtube • Facebook Updates about tiger reserves• Articles of different D.F.O’s in save the tigers

page

24th January,2013

Round Table Conference Our Honourable Guests

Shri. S. Jaipal Reddy, Hon. Minister of Science & Technology& Earth Sciences,Smt. Jayanti Natrajan,Hon. Minister of Environment & ForestDr. Ulhas Karat,Scientist.Media Journalists,Environmentalist& Forest Officials 

AgendaAgendaImbalance in the

ecosystemBreeding

ConservationIndian Heritage

No. Elements Particulars Cost (Rs.)

1 Venue Tivoli Gardens 80,000 (inc. all facilities)

2 Press invites (40) Printing and sending 2,800

3 Travel Vehicles for guests 10,000

4 Decor Banners, Backdrop, flowers 30,000

5 Photography Photographer 7,000

No. Elements Particulars Cost (Rs.)

6 Refreshments Lunch 20,000

7 Press Kits(30) Press release, factsheets, profile 30,000

8 Memento (30) Gifts 20,000

9 Visual Equipments Projector, Laptop 12,000

10 Other arrangements Labour, material 15,000

Total 2,26,800

PROJECT-ROAR

ELEMENTS DETAILS

VENUE Delli Haat / Rs. 20,000

LICENCES ETO & DCP, MCD

Technical1,00,000

Sound & Lights

CREATIVE FESS1,00,000

Poster,pamphlet,brochure, backdrop,ticket,print ads

MANPOWER1,00,000

Publicity tenure, concert date, calling, runners, over all co-ordination

Souvenir100000

For Kol’s and contestants

PRINTING & PRODUCTION2,00,000

Backdrop, poster, pamphlet, ticket, brochure, stage set up

PUBLICITY & PR5,00,000

Online tie-up, radio tie-up, tv tie-up, print, coverage pre & post event

TRANSPORT10,000

Over all co-ordination for above mentioned

ARTIST MANAGEMENT50,000

RJ to MC the show

Road Trip

• 30th May, 2013• A bus leaves from Dilli Haat at 5 a.m.• Bittu Sehgal – Wildlife Journalist • Balmiki Thakur – Activist • 10 people from Online Competitions• 2 Nukkad Naatak Groups ( 7 members each)• 10 Wildlife Photographers and artists• Management team from Aircel and Iris PR

Sariska/Udaipur/Ranthambore

Day 1, Day 2

30th May,2013

• Reaching Sariska Wildlife Sanctuary and Udaipur• Event with the local artists and contestants• Call local media- Print- Madadgaar, Pratigya, Rajasthan Patrika , Dainik Bhaskar, Praatahkaal. Broadcast- Mewad channel, Etv Rajasthan, Ndtv.Digital-Facebook updates, Videos

31st May, Udaipur

• Sajjangarh- Kavita Goyunda Teetri• Kumbhalgarh •Other surrounded villages & tribes

1st June, Ranthambore

2nd June, JaipurPress Conference followed felicitation ceremonyat Jawahar Kala Kendra.

Guests- KOLs

1.Smt.Bina Kak 2. Bittu Saigal 3. Balmiki Thakur4. Irfan Khan5. Swarup Khan ( Indian Idol-6)6. Bagha Dance7.Khap Panchayat8.D.F.O.’s9.Ministry of Rajasthan

Budget

• Travelling- Bus( 50 )= Rs.5,00,000

• Accommodation= Rs.4,00,000

• Food and beverages= Rs.2,00,000

• Paid to the Local Artists=

Rs.100000

• Technical Expenses= Rs. 200000

• Security= Rs.50000

• Backdrops= Rs. 50000

• Souvenirs= Rs. 100000

• Refreshments= Rs. 60000

• Press Kits = Rs. 40000

• Invites = Rs. 5000

• Cabs for Media people = Rs.

20000

• Phone bill = Rs. 20000

• Campaign Badges = Rs.

20000

• Cabs for D.F.O.s = Rs 20000

• Swaroop Khan = Rs. 15,000

Total= Rs. 18,00,000

Security Issues

• Tight Security• Helpline numbers• Fire Extinguishers

Proper Media Tracking

•All important journalists invited•Press releases sent to the absent journalists•Follow up

Technical Issues

•Additional Generators/Inverters in case of power cut•Technicians availability•Back up of important files• Transport options

•Prof. Ramola Kumar•Mr.Samir Sir•Ms.Rupanjali Lahiri• Mrs. Geetika Lidder•PG 17 – Sagar, Archita, Himani• PG 18