MUMBAI EDUCATIONAL TRUST

SUMMER INTERNSHIP PROJECT REPORT

ON

CONTENT MARKETING AND STRATEGY

BY

NABEELA MOOSANI

MMS
2018 – 2020

SPECIALISATION: MARKETING

1
Internship Completion Letter

Scanned with CamScanner

2
 Acknowledgement

I would like to express my profound gratitude to all those who have been instrumental
in the preparation of my project report.
To start with, I would like to thank Mr. Aditya Bhatt for providing me the chance to
undertake this internship at Reliance Jio Studios and allowing me to explore the area
of Marketing which will surely prove to be very useful in my career ahead.
I express my deep sense of gratitude and sincere appreciation to my company guide
Mr. Ronak Shah & Ms. Mehak Mathur for their valuable feedback and support
throughout the internship. Their faith and trust in me boosted my confidence
throughout the duration of my internship. .

NABEELA MOOSANI
MMS 2018-2020

MUMBAI EDUCATIONAL
TRUST
BANDRA WEST MUMBAI-50

3
 DECLARATION
I hereby declare that I have completed the project titled CONTENT STRATEGY &
MARKETING in the academic year 2018 – 2020 from Reliance Jio Studios. The
information submitted is true to the best of my knowledge.

Place: Mumbai

Date:

Signature of Member

4
 Contents

Executive Summary……………………………………………………6

Objective of the Project……………………………………………….7

Introduction……………………………………………………………….8

Company Profile…………………………………………………………9

SWOT Of Reliance Jio………………………………………………... 12

Porter’s Five Forces Model Analysis……………………………13

Prominent Work of Jio Studios…………………………………....14

McKinney’s 7s Model For Your Organization………………..19

Methodology ……………………………………………………………...20

Key Areas …………………………………………………………………...22

Process Flow ………………………………………………………………24

Detailed Process Flow …………………………………………………27

Projects Undertaken ……………………………………………………30

Conclusion & Key Learning’s…………………………………………36

Bibliography…………………………………………………………….......37

5
 Executive Summary
All Roads that lead to success must pass through hard work at some point. The work
that I performed during my internship in Reliance Jio was particularly of very great
learning. I was given the opportunity of working simultaneously on various projects.
The projects covered all aspects of management, directly and indirectly. I learned
addressing problems and finding solutions and planning by using tools like alternative
thinking, analogy approach, creative thinking, empathy, ethnographic research and
different thinking hats. The main Challenge in my project was to be flexible enough
to different needs of different clients. Also, I had to detach myself from my own ideas
to be an able team player and let the best thing come out. I had to be adept in reading,
learning and coming up with business strategy level plans for any brief. That involved
intensive study of different ways of developing content, formulating branding
strategies and planning for a launch event, envisaging a 360 degree cross functional
theme that would embed and communicate the desired brand message. These two
months of training has helped me to understand how the advertising industry works,
and also allowed me to have better understanding of client needs and demands. This
report thus consists details on the current situation of the industry as well an account
of my projects done at Reliance Jio.

Career-wise, the internship program undoubtedly enriched my curriculum vitae (CV).

Also, having gotten a chance to interact with top notch Industry people, it gave an
insight on how to shape the career towards this industry in near future. I clearly
understood that “The best way to have a great idea is to have a lot of ideas” and that
hard work always pays off.

6
 Need And Justification Of The Project
The main objective of the project was to decipher briefs given by various brands and
develop creative communication solutions in the form of digital content. Post the
process of content generation; the communication ideas were pitched to the respective
brands for the purpose of conversion.

The process consisted of a series of logical steps:

- Pitching to various brands for acquiring briefs

This was the first step of the process. Here, the sales department would pitch, Reliance
Jio studios to the company and get the brand on board with the company.

- Understanding and absorbing the brief given by the client

The brief was then understood and analyzed by all the three departments thoroughly in
order to give the client the best possible solutions.

- Conduct necessary research about the brand and its competitors

The strategy team and the content team then start to conduct secondary research on the
brand. While strategy team is mostly concerned with secondary research and relevant
data, content team looks into the previous campaigns and communications and
conducting necessary primary research like surveys.

- Brainstorming on ideas to come up with the best possible creative solutions

The content team here comes into play. The team starts with brainstorming on various
ideas and short-listing the ones that are innovative and adhering to the brief. They
create an IMC for the brand that markets their product in the best possible way.

- Preparing concept notes

The final ideas are then documented in the form of concept notes which are then sent to
the client.

- Selling the final ideas to the brand

7
 Introduction
The Indian Media and Entertainment (M&E) industry is a sunrise sector for the
economy and is making high growth strides. Proving its resilience to the world, the
Indian M&E industry is on the cusp of a strong phase of growth, backed by rising
consumer demand and improving advertising revenues. Increasing digitization and
higher Internet usage over the last decade has largely driven the industry. Internet has
almost become a mainstream media for entertainment for most of the people.
The Indian advertising industry is projected to be the second fastest growing advertising
market in Asia after China. At present, advertising revenue accounts for around 0.38per
cent of India’s gross domestic product.

Digital media has created a revolution in every concerned sector of the world, whether
it is advertisements or education or business, everywhere
digital mode of communication is being used. The reason
behind this is the increased craze of a single thing that is
“INTERNET”.

Out of 7.593 billion population of the world, around

4.021 billion people are Internet users, which is 53% of
the entire population. In the last one year, the number of
Internet users has increased by 7%.

8
 Company Background and Information

'Jio Studios' is the transitioned avatar of 'Business of Ideas'. 'Business of Ideas started in
2009, which merged with Reliance Jio in 2015 to become 'Jio Studios'. Jio Studios is
the marketing and content wing of Reliance Jio. It is a strategic business unit (SBU) of
Jio, which specializes in marketing, branding, content, advertising, celebrity content
management etc.
Mr. Aditya Bhat, the CEO of Reliance Jio Studios had previously worked in production
houses like STAR TV, and also produced shows like Rakhi ka Swayamvar and has tons
of experience in the industry of media & marketing. It is a young team, which deals
with Brands Amplification, Television, Content IP creation & Films Marketing.
The motto of the company is – “The best way to have an idea is to have lots of ideas”. It
believes in the philosophy of developing ideas and turning them into something truly
exceptional. Through fresh thinking and detailed execution ideas are turned into
measurable results.
Hence Reliance Jio Studios gives 360-degree media marketing consultation to its
clients.
To give a better understanding of the business spread of Jio Studio, we can categorize
the business into six sections -:
1) Brands
This business section basically includes brand management and consultation for its
clients. It basically involves how the clients should position their brands for leveraging
the most during media marketing.

2) Print
This business section involves creation of 360 degree marketing plans for their clients.
Marketing and promotion via newspapers and provides consultation for the same.
Business of Ideas has played a vital role in helping Times of India reach the number 1
position in newspapers.

9
3) Television
This business includes the creation of TV formats both fiction and Non-Fiction for
production houses.

4) Cinema:
This business involves the promotion and marketing of the movies. Jio Studio
specializes into media marketing related to the films industry and been the media-
marketing consultants for various movie production houses like Yash Raj Productions
and many more.

5) Events:
This business section includes the creation of Intellectual Properties and events.
Creation of Intellectual Properties and event management too have been long time
specialties of Jio Studio with a lion’s share in events such as Femina Miss India, Royal
Stag, Fresh Face, and Times of India Retail Icon Awards and so on.

6) Corporate Social Responsibility

This business includes the creation and management of the CSR activities and also
consultation for the same. Jio Studio helps and motivates its clients to carry out their
responsibility towards the society and the environment, by consulting various corporate
social responsibility initiatives and leveraging it to the fullest.

The company functions in three departments:

- Sales Department
- Content Department
- Strategy Department

The sales department takes care of getting business to the industry, the content
department creates creative content that is then sold to the client and the strategy team
works on all the needed research for each brief.
The interns were given the following work to do:

10
- Ideation
- Secondary Research and creating Power Points
- Cold calling
- Pitching

11
 SWOT ANALYSIS

SWOT analysis is widely used for accessing the

industry as well as for self-assessment. The learning
of the analysis were then used for various reasons
like creating marketing strategies and marketing
plans according to the industry and self- assessment.
Strength:
➢ Huge back up of Reliance Jio database.
➢ Modern technology and equipment’s.
➢ Access to Bollywood and TV celebrities.
➢ Mass media Tie-ups.

Weakness:
➢ New player in content and media industry.
➢ Low manpower.

Opportunities:
➢ Branded content
➢ 360 Virtual Reality
➢ Celebrity Management.
➢ Brand Management.

Threats:
➢ Other Advertising Agencies.
➢ Brands have low budgets for Digital.

12
 PORTER’S FIVE FORCES MODEL ANALYSIS

Porter's five forces analysis is a framework that attempts to analyse the level of
competition within an industry and business strategy development. It draws upon
industrial organization (IO) economics to derive five forces that determine the
competitive intensity and therefore attractiveness of an Industry.
Industry Rivalry: HIGH
High in entertainment sector because of dependence on advertising, competition from
the internet which provides sources of entertainment at virtually negligible costs.
Threat of New Entrant: HIGH
High in entertainment sector as content is ever evolving (which experienced players
find easier to adapt to), it is incredibly cheap to enter this industry
Threat of Substitute: HIGH
High in entertainment sector because of increasing number of options available like
Internet and Social Media, major advertising events, etc.
Bargaining power of Suppliers: LOW
Low in entertainment sector because of technological advances
Bargaining power of Buyers: HIGH
High in entertainment sector due to various options available like TV channels,
multiplexes, amusement parks and other source

13
 A list of their prominent projects:

Brand Campaigns:

Jio Dhan Dhana Dhan 2018

JIO DHAN DHANA DHAN

Is one of their most successful ad
campaigns, which was conceptualized
and shot over a duration of just 10 days.

Jio Dhan Dhana Dhan had the

Highest Brand Recall amongst all
82 brands advertising this IPL

10 Days
10 Cities
21
Cricketers
750 M+
Impressions

Jio Football 2018

Jio Football 2018 The biggest

football campaign of the
country bringing together 8
celebs and 36 footballers
created a stir in the country.

14
 Jio Dhan Dhana Dhan 2017

Jio Dhan Dhana Dhan 2017Campaign

with the most brand recall during IPL
2017 dethroning the IPL title-sponsor
VIVO and Vodafone. And Jio became
associated with Dhan Dhana Dhan!

Iphone 8 on Jio

The Jio Iphone 8 pre-launch

campaign was shot in 3 days, which
included the conceptualization to
execution of the advertisement

C.R.Y

India's most trustworthy NGO

brand for the first time reached a
viewership of 3.5 lakhs on digital.
Their donor base increased sizably
and overall the brand achieved its
campaign objective

15
 Star Plus

Mauke Ke Pankh
Star TV’s CSR Campaign featuring
Sonakshi Sinha in line with PM’s
vision of Beti Bachao Beti Padhao

ACC Cement

A series of 5 brand films portraying

stories of real people with
extraordinary achievements who
built a new relationship through
construction in various forms

16
 Digital Campaigns:

#11minutes
Jio Studios got together Sunny Leone, Alok
Nath and Deepak Dobriyal for the biggest
“Anti-Smoking” film in the country. It was
termed as “India’s Organically most viral
Video” by Satya Raghvan, Head of
Entertainment – Youtube.
The digital impressions were more than 45
million. Afaqs featured our campaign as the
3rd most watched ads of 2016.

#DontLetHerGo

#DontLetHerGo
Supporting the Swachch Bharat Abhiyan
featuring Amitabh Bachhan and Kangana
Ranaut with a cumulative reach of 40
million. Prime Minister Narendra Modi and
many Union Ministers including the present
Vice President of India endorsed it on their
respective social media accounts.

#Sandesh2Soldiers
A 4-minute video inspiring people to send
their messages to the Brave soldiers of the
Indian Army on the auspicious occasion of
Diwali. The Video was launched on the
NaMo App, MyGov.in and DoordarsanOn
Oct 23rd 2016.
#Sandesh2Soilder Trended number 1 on FB

17
 #DetectToDefeat

15 celebrities came together to create 12

short videos, which became the biggest
Breast Awareness campaign In India. For
the First time Facebook India Collaborated
for a Social Cause. Lakhs of People
changed their profile pictures to support the
campaign.

#MujheHaqHai
#MujheHaqHai is a campaign done in
collaboration with United Nations Women. This
campaign celebrates all the women who’ve
broken the glass ceiling and paved the way for
generations to come.
The video features many women achievers
like Mithali Raj, Aishwarya Rai
Bachchan, Sania Mirza, Gul Panag, Tajamul
Islam, Meera Khanna, Arko
Mukherjee, Nishtha Satyam and many other
women, who’ve represented India on a global
scale and made us proud.

18
 Mckinsey's 7s Model For Your Organization

Style
The style of working in the organisation is more youth oriented and the company
follows an open office culture. The boss and mentors sit with the interns and work
together on different projects.

Staff
The core team in the company includes people from the creative and content fields
including writers, professional camera persons, directors, editors, casting and
production managers. The company also has a team of marketing and research
analysts and strategic planners.

Skills
The staff in the company has a creative skill set and is capable of creating creative
concepts. The staff is experienced in strategizing and consulting in marketing and
branding. The staff is mainly MBA professionals who have a creative edge as well as
are proficient in business management.

System
The system of working in the organisation is heavily focused on the internship
program. A group of around 60 to 70 interns are inducted in the company and they are
assigned mentors from the core team

Strategy
The strategy of the company is to develop a brand name in creating content for brands
as well as celebrities.

Shared Values
The members of the company work towards creating interesting digital content, get
more celebrities on board and do interesting content with them. Another major aim of
the company is to provide best possible marketing solutions for Jio.

19
 Methodology

Steps undertaken while launching a brand (Thought Process):

When you launch a brand, you are introducing an image, presenting a value
proposition and communicating how your products are different. Your brand launch
strategy has to address these functions and determine how you are going to promote
each one to the members of your target market. When you complete an effective
launch of a brand, your targeted consumers know what it represents and why they
want to make a purchase.

1. Identity
When you start promoting your brand, possibly through ads, press releases, online
or through direct mail, your initiatives all have to present your brand identity
consistently. Your identity includes the brand logo, the style of the ads, the subjects
of your promotional campaign, the colors used and the messages. Your identity
transmits an image that corresponds to the aspects of your products you think will
attract consumers. For example, if your market research shows your target market is
interested in durable outdoor goods; your identity has to include a rugged-looking
logo with ads showing outdoor activity with lots of blue and green. The ads have to
feature attractive people using your products under challenging conditions.

2. Positioning:
The positioning aspect of your brand launch strategy answers the questions,
"What?" and "For whom." Companies often craft a positioning statement to formally
answer these questions for the purpose of focusing their branding strategy. A typical
positioning statement for a deodorant soap could be, for example, "(Brand X)
provides excellent protection against strong odors for men who want to smell fresh
after exercising." A classic is from the Ritz Carleton Hotel chain: "Ladies and
gentlemen serving ladies and gentlemen." Your positioning statement summarizes

20
 the identity of your target market and the message you want to deliver with your
brand launch.

3. Value
Once you have established your identity and what you are selling to your target
market, you have to convince the members of that market to make a purchase. The
reason people buy your product is because they see the value you are offering. You
can offer a practical value linked to the use of the product or a perceived value, such
as status from owning the brand. In either case, your brand launch strategy must
clearly communicate your value proposition to your market. For example, for
durable outdoor goods, a compelling value proposition is that they last longer than
other brands. A good perceived value strategy is that they have an attractive design.

4. Differentiation
An effective brand launch strategy includes elements that emphasize how your
brand differs from the products of competitors. Ideally, the differences are part of
the value proposition and position your brand in the marketplace. For example, you
can emphasize that your price is reasonable but your quality superior to competing
brands with a slogan telling customers that they get premium quality without paying
a premium price. On the other hand, your strategy can establish a higher price point,
saying that customers can pay a little more but get a lot more. Non-price
differentiation based on unique product features can be effective as well.

21
 Key Areas

Brand Pitching:
The Company associates with different brands belonging to categories like fashion,
retail, electronics, etc. for developing strategies for improving the brand image along
with suggestions for creating original content for the promotion of the brand in digital
and mass media space. The company studies the brand image and the current
perception of the masses about the brand. Based on the requirement of the brand the
company provides a strategic plan for promotion of the brand with ideas for content
creation for the brand.

Content Creation:
The company also works on creating original entertainment content based on popular
topics and current affairs as well as entertainment videos and creative. The main aim
of the company is to become one of the major players in creating exclusive content in
the digital space thus making Digital and Social media marketing key elements of the
company profile.

Digital and Social Media Marketing:

Digital and Social media marketing is an important part of the company as marketing
of digital content along with association with major digital media houses is a key
objective for the company. Digital and Social Media marketing include performing
market research on the various digital media houses in the country and creating
strategic associations with them for the purpose of creating exclusive digital content
for them and getting exclusive promotions for the original content created in house.
The company works on running Digital marketing campaigns on different platforms
such as Facebook and YouTube. Content Creation- The Company also works on
creating original entertainment content based on popular topics and current affairs as
well as entertainment videos and creative. The main aim of the company is to become
one of the major players in creating exclusive content in the digital space thus making
Digital and Social media marketing key elements of the company profile.

22
Film Marketing:
The Company has been associated with major Bollywood films for the purpose of
film marketing, which involves the promotion of the films from the first launch to
BTL promotions. The company strategizes the plan for the promotion of the film
based on the key characteristics of the film including the star cast and any key points
in the story line

Celebrity Pitching:
The Company associates with different celebrities from Bollywood as well as the
television industry to help them with strategizing and providing suggestions to
enhance the celebrity brand image. The company also gets celebrities on board to do
creative and exclusive content with them. The company works end to end for image
consultation with the celebrities. The company first studies the brand image of the
celebrity, the kind of work the celebrity has done and is interested in doing. The
company then focuses on how the celebrity image can be enhanced by the analyzing
what changes or improvements can be done in the work, which the celebrity is being
offered. The company will also work to create the brand image of the celebrity by
doing exclusive content and promotions with them, which would get them offers of
the kind of work they wish to perform. A key responsibility of the brand pitching and
the celebrity pitching teams is to get suitable brand sponsors/promotions for
celebrities as well as to make available the right celebrities for the promotions of the
brands as and when required.

Intellectual Properties:
The Company has also worked with brands in terms of creating Intellectual Properties
for them. The company has ideated, strategized, planned and executed for such
Intellectual Properties, few of them being Times Fresh Face, Miss India, Star Parivar
Awards.

23
 Process Flow
Teams involved in the
process

Business
Developement
Team

Servicing and
Strategy Team

Content Team

Servicing and
Strategy Team

Business
Developement
Team

Fig 1.1

24
 Process Flow

Above Fig1.1 is a process flow diagram showing the number of teams involved per
project. As it is very clear from the above diagram, there are broadly three teams,
being, Business Development Team, Servicing/ Strategy team and Content team.

A successful completion of a project would demand to have all these three teams to
cooperate and work in tandem.

Fig 1.1 shows the basic flow of the process. To explain, the process starts with
Business Development Team, this team very carefully understands the requirements
of the clients. After understanding the brief and requirements of the client, it is the
responsibility of this team to communicate the brief and requirements to Strategy
Team and Content Team.

Servicing/ Strategy team reads the brief and understands the requirements, following
which the team does an extensive research about the clients industry, clients brand.
Whilst doing the research, this team is expected to list down valuable insights. After
the research is done and insights are obtained, this team tries to build a relevant
strategy around it. These research insights and strategy ideas are given to the content
team.

Content team also reads and understands the brief properly, and with the help of
research insights provided to them, the team creates concept notes. These concept
notes are built on the basis of the insights, strategy ideas and brief. These concept
notes are then sent to Strategy Team.

Strategy team validates these concepts, and with the help of feedback mechanisms the
concepts are fine-tuned as per the needs. The Strategy team then makes a presentation
which comprises of the brief, the research they have done, the marketing strategies
along with concept notes. This presentation is then given the Business Development
team.

Now, the Business Development team validates the presentation, and with the help of
feedback mechanisms the presentation is then altered as per the needs. If the Business
Development team is satisfied with the ideas in the presentation, these ideas are then
proposed to the clients.

25
The Business Development Team has to be there during all stages to validate the
ideas and direction of the research and the strategies.

The whole process is such that all teams need to work in tandem to create best quality
proposals.

26
 Detailed Process Flow

Business These
Development These
insinghts are
Team does insights and
considered
research strartegy
and
about ideas are
strategies are
potential given to
built around
companies content team
it

After spoting Strategy team

potential deep dives Content team
companies, and collects builds up on
comapnies insights it, and
are studied in through their polishes it
detail research
If the client
approves it,
The content we get into a
is then given contract. If
After studying This Breif is not, we take
to the
companines, a then given to the feedback,
strategy team
sales call is the Strategy improvise and
for
made Team present it
presentation
purpose again.

From this This

meeting, we presentation Then this
Post the sales understand is then final
call, a meeting their approved by prestanton is
is fixed requirements the business presented to
and make a developemen the client
brief t team

Fig 1.2

27
 Detailed Process Flow

Fig 1.1 explained the overview of the process flow. Fig 1.2 is an elaborate and
detailed process flow. The process starts with business development team, this team
studies the industry space thoroughly. While understanding the industry space, the
team needs to have an eye on all marketing related news (news related to: company
launching a new product, appointment of a new marketing head, budgets set via
companies for marketing expenses, companies looking for marketing solutions, etc).
After analyzing this news, the team then creates a list of potential clients.

After the lists of potential clients are ready, the team does the required research of the
client (this includes knowing the names of the concerned marketing heads,
understanding their media presence, looking at the performance of their past
advertisements, and how we could propose our services which would help them attain
their objectives efficiently).

Post the research, the business development team tries to get connected to the
concerned person. Once connected, the business development team introduces the
company and explains the services being offered. The main agenda of this call is to
schedule a meeting, where in the team could meet the clients personally, and with
their expertise understand the clients requirement. After the sales call, the team sends
their portfolio across, and schedules the meeting. Then, during the meeting with the
clients, the Business Development Team understands the brief and requirement of the
clients.

This brief is then communicated to the Servicing Team. Now servicing team decodes
the brief to their best ability. Once the brief has been decoded, the serving team
creates and outline regarding how to proceed with research for the same. This outline
is a guide for the team, which enables them to do the research in a very organized
manner. The servicing team studies the clients industry thoroughly, and the clients
brand. After obtaining insights from an extensive deep dive research about the
industry and clients brand, the team then tries to relate the insights with the brief
given. Very carefully the team joins the dots, and device marketing strategies
according to the requirement of the client.

28
After ideating the strategies, these strategies and insights are handed over to the
Content Team. The content team reads the brief, understands the insights and the
marketing strategy ideas. The team very carefully with their expertise creates concept
notes (these concept notes are ideas, scripts, stories which are written keeping the
insights in the mind). These concept notes are forwarded to the service team and
business development team, with help of feedback mechanisms the final proposal is
made, and then presented to the client. These proposals are further fine-tuned with the
help of feedback from the client. This continues until the clients are completely
satisfies.

Above is a detailed explanation of how the process at Jio Studios looks like.

29
 Projects Undertaken

As the internship was spread over two months, I was fortunate to have been able to try
my hands at areas of Content strategy and Client servicing. It included research,
strategy building, content building and then finally pitching it to the brand. I also
worked in the celebrity projects for improvising their digital presence.

1. Firefox Cycles

About-
Firefox Bikes, India’s largest premium bicycle brand. Firefox Bikes has an
established presence in pan-India through a network of 160 outlets and has
been growing at a three-year CAGR of 35% in revenue. As part of its strategy
to further cement its position in the fast-growing premium cycling segment in
India, Hero Cycles acquired Firefox Bikes.

Brief –
• Increase the awareness of the brand
• Create an annual campaign ideas
• Increase footfalls instores

Work Done-
First our team was assigned to do extensive research along with the strategy
team about the company, its competitors, the cycling industry and study the
consumer behavior towards the bikes. Then we divided the year into buckets
for a structured ideation process. It included ideas for tropical days, BTL
activation and digital platform engagement activity ideas to meet the
objectives.

30
2. Hero Cycles

About-
Hero Cycles was established in 1956 in Ludhiana Punjab and started with
manufacturing bicycle components. Today, Hero Cycles is one of the world’s
largest manufacturers of Bicycles and producing 19,000 cycles per day. Hero
Cycles is part of Hero Motors Company.
At present, Hero cycles exports to over 70 countries including Germany,
Poland, Africa, Finland, UK and Europe etc.

Brief-
• Increase digital engagement
• Brand film
• Brand campaign to get people engaged

Work Done-
After enough research about the brand, its competitor, the digital platform and
the trends in the current market, ideas were brainstormed to increase its digital
presence through User generated content, below the line activation plans,
brand film idea and tropical posts that would be related to the tropical days.

3. Milind Soman

About-
Milind Soman is an Indian Super model, Bollywood & Hollywood Actor, &
film producer.
Milind Soman is the first male supermodel of India. He started his career from
a commercial of Thackersey fabrics and since then, there has been no looking
back. He went on with big brands like Denim, Griveria Suiting’s etc before
stepping into the Bollywood industry. Milind Soman has acted in a number of
Bollywood movies and TV serials. He turned to producer stream with his first
film Rules: Pyar Ka Superhit Formula’. He has also produced TV serials like

31
 ‘Ghost Bana Dost.’ Milind Soman is amongst the most popular models in
India till date and is an inspiration for aspiring models.

Brief-
• Promote him as a brand to get best of the brands for him
• Make user generated content
• Improvise his digital presence – Instagram and Facebook.
• Tropical day activation posts

Work Done-
We went through the personality and benchmarked Milind as per the
industries he is in. This helped us create the content suitable for him and
which would increase the follower’s activation on his profile. Also we got the
best brands, which would feature Milind as their face for the product, or
service they serve. We handled his digital page to keep it updated with the
user generated content.

4. Amul

About –
Anand Milk Union Limited or Amul is an Indian cooperative dairy company,
based at Anand in the state of Gujarat. Formed in 1948, it is a cooperative
brand managed by a cooperative body, the Gujarat Co-operative Milk
Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.6
million milk producers in Gujarat. Amul spurred India's White Revolution,
which made the country the world's largest producer of milk and milk
products.

Brief –
• Summer duration campaigns
• Improvise Digital presence through engaging fun posts

32
 Work Done –
Trendy, emotional and fun facts of summer were searched for to mold them
for the Amul summer products like lassi, shrikhand, ice cream etc. These were
used for content creation for vignette, static posts and engaging activities.

5. Sonu Nigam

About –
Sonu Nigam (born 30 July 1973) is an Indian playback singer, composer, live
performer, host, and actor. He sings predominantly in Hindi and Kannada
language films. He has also sung in English, Bengali, Manipuri, Gujarati,
Tamil, Telugu, Marathi, Tulu, Assamese, Odia, Nepali, Maithili, Malayalam
and various Indian languages. Nigam has also released Indian pop albums and
acted in a number of films. He has been one of the highest paid Indian singers.
He is often regarded as a "Modern Rafi" and is now considered as one of the
most versatile singers of the Hindi film industry. He is also regarded as the
"Lord of Chords".

Brief –
• Improve engagement rate of digital platform profile
• Get the best brands for Sonu Nigam
• Upcoming show planning for the star

Work Done –
After studying about the star and benchmarking people of the same industry,
strategies were created to get the best content to activate the followers of the
digital page. Show ideas and post ideas were brainstormed and ideated to
improvise the engagement rate of the star.

33
6. Balaji Wafers –

About –
Balaji Wafers and Namkeen group based in Rajkot, Gujarat, India,
manufactures and distributes potato chips and other grain-based bagged snacks
in various flavors. Started as a micro-business, it has evolved into a Rs 4000
crore company of products with an indigenous taste.

Brief –
• Television advertisement idea
• Increase followers and its engagement rate on digital platform

Work Done –
The team together went through deep research about the brand and its
competitor to know the trend of the industry. Knowing the personality of the
brand itself, content was strategized for the television ads and static posts to
generate organic followers and its activation.

7. Mumbai Indians –

About –
The Mumbai Indians (abbreviated as MI) are a franchise cricket team based in
the city of Mumbai, Maharashtra.
Founded in 2008, Mumbai Indians play in the Indian Premier League (IPL).
The team is owned by India's biggest conglomerate, Reliance Industries,
through its 100% subsidiary IndiaWin Sports.

Brief –
• Off-IPL season marketing ideas
• UGC content for digital platform
• BTL campaigns

34
 Work Done –
Extensive research helped us know what the other IPL team were doing off
season along with the international teams of other sports club. Emotions of
mumbaikars was looked upon to strategies campaign ideas to keep the on-
season craze of Mumbai Indians on even when the IPL season is gone until the
next year.

8. One8 Select–

About –
Aeon Sports India Pvt. Ltd. and Virat Kohli have come together to bring a
range of formal footwear which is resplendent and full of panache. Their shoes
are made of premium leather and have been conceived after taking advice
from the best in the business. Inspired by the world, made in india.

Brief –
• Brand awareness
• UGC’s
• Increase sales
• Extra ordinary campaign ideas

Work Done –
Industry insights were looked upon along with the research on the current
campaign it runs, benchmarking and knowing what the competitors are doing.
This helped us know the trend and allow us not to make the similar
campaigns. Brainstorming for campaign idea and digital post series helped us
come to the best ideas that would help the brand achieve a good engagement
rate from digital platforms and higher traffic for its products on the website.

35
 CONCLUSION & KEY LEARNING

Some of the key learning areas from this Summer Internship Program are:

• Ideation: as a part of this internship the approach towards ideation and its
implementation has improved greatly. We were forced to come up with more and
more ideas for the same campaign and this helped me to explore the extremes of
creativity.
• Research and Analysis: Market research and analysis was a key part of the
internship and a key learning was in this area. The requirements of carrying out
research for the purpose of different projects helped me learn a systematic approach
to finding information and analysing the same. The introduction to the use of many
professional sites like Alexa.com, similarweb.com, etc. was a great plus for the
research approach.
• Content Development: Content is not only the king, but the kingdom. This is one
of the most important learning that I learnt while working there. How content can
escalate the outreach and change the game of the brand needs to be taken into
serious considerations
• 360⁰ Media Marketing: With an hands on experience in creating 360 degree
marketing plans for different campaigns. Each media is different and so are other
parameters like cost vs. effectiveness, reach, effective frequency, impact, designing
of the message, pros and cons of each media, yield ratio and so on. The intern has
learned to take into account these various measures of different media like print,
television, radio, digital and so on and come up with practical marketing solutions
for various campaigns.
• Social Media Marketing: The major part of the work done as a part of this
internship was in the area of social media marketing and this provided a good
learning in the field as we learned how to approach a digital marketing project right
from identifying the key marketing points of a project to the final implementation of
promotion on different social media sites.

I understood the importance of Industry relations and how it can affect your deals,
apart from the sales pitch; a good relation is what affects the decision maker

36
 BIBLIOGRAPHY
For concepts:
- www.cleverism.com
- www.techopedia.com
- www.entrepreneur.com
- ighthouseinsights.in/best-social-cause-campaigns-2015.html
- brandwatch.com/blog/cause-marketing

37