Creative and Media Strategy

Client: PNB MetLife

Group 4
Umesh R. Sonawane EPGCMM-06-024
Rajkumar Jha EPGCMM-06-015
Roshan Joseph Pauly EPGCMM-06-016
Marripudi Jaya Rao EPGCMM-06-010
Vaishnavi Rao M EPGCMM-06-025
Navin Darshan Bhasin EPGCMM-06-012
Anith Paul EPGCMM-06-002
Challenge - Unable to come to the scale or even close to the business that Life
Insurance Corporation of India: LIC does in India. Even though our products are
better and services are superior
Objectives-
Gain a better mindshare with
Consumers
Businesses
Targeted consumers to perceive Metlife as a credible, dependable and an
automatic choice when it comes to insurance products.
Need to create an image as a very efficient and smart capital investor who
will return more than what you invested with benefits of cover (will not loose
customers money in volatile times- a taboo associated with foreign financial
companies).
Need to adopt effective promotional strategies to increase the awareness level
among the consumers.
The women's awareness programs are necessary.
TG
Life insurance products are taken mainly by middle and higher income group. Hence
they should be regarded as main targeted income groups. Life insurance products
which are suitable for lower income group should also be released so that the market
share increases.





Client Brief
Problem 1
LIC (big fish) competitor is an obvious
choice for the people wanting to buy
insurance
Agency Understanding
Problem 2
Despite innovative product and superior
services, awareness and preference for the
PNB Metlife brand is very low
LICs Rationale-
i) Government subsidy
ii) Old school
iii) Majorly bought for tax benefits


PNB MetLife's Argument-
i) Modern age insurance solution
ii) One stop shop for insurance
iii) Customized products


Drive attention towards PNB MetLifes products
Make PNB MetLife a preferred insurance brand

T
A
S
K


We have a policy, you deserve

T
A
K
E
A
W
A
Y

Who do I appeal to most?
Why will they find me appealing?
How am I different?
What relationship will I have with them?
What is my personality?
How do I express myself?
Thomson Total Branding
To the set of responsible people who understands limitations of governments
reach in the diverse country like India
People who carry wrappers of their consumed food with them and throw it in
their house dust-bins or public dustbins (if they found one)
They are also people who have limited trust in the government agencies, not in a
negative way rather sympathetically

(Expression)
Government Kya Kya Karega

Who do I appeal to most?
Because I am a specialist, insuring is the only job I know
I am not jack of all instead I have mastered my offering and I adapt according
to my modern age consumers
I do not have any other agenda with my customer's monies, unlike my
competition (Governments LIC in this case)



Why will they find me appealing?
The solutions I have are not just better but innovative, they are nothing
less than reflection of my modern age consumer
How am I different?
I will be the sellotape in my consumers life
A self adhesive tape which can seal / bind erratic things organized whenever
required
Its also an imaginative tool used for sealing comments from people who
dont trust you (by doing right things)
I am handy and flexible
Available in many colors, sizes and type of material to suit your needs
What relationship will I have with
them?
Personal bodyguard
Real, tough and all round protection for me and my family

What is my personality?
Discreet
Alert
Dealing with crisis without jeopardizing targets well being

How do I express myself?
Leveraging the dis-trust for government agency
Creative route - 1
Government is for masses not for classes
Or
Government manages bigger picture
Creative route - 2
To effectively communicate the importance of innovative and
trustworthy insurance and give the consumers simple, but important
reasons to opt for PNB MetLife Insurance





Media Strategy
15
Use TV as the Primary Medium to Maximize Reach
Create Impact via Print, Outdoor, Digital and Media innovation
Reach Recall Engagement
TV
Print

Print
Outdoor
Digital
Ambient Media
Digital
Primary vehicle for achieving reach for a new insurance company in the market
Channel Mix Hindi GEC, Hindi Movies, Hindi & English & Regional News &
Business News and Sports
Teaser Campaign - We are proposing a teaser campaign with 10 sec duration for
a period of 4 days on air initially for the first 3 weeks with the mix of 3 edits i.e.
60, 40 & 15 sec.
Launch Campaign The Launch campaign will start from 15th Aug with the
commercial which will be put on air initially for the first 3 weeks with the mix of
3 edits i.e. 60, 40 & 15 sec. From 4th weeks onwards, the other commercials will
be put on air with 40, 30 & 15 sec edits in all three commercials respectively.
Special Properties: KBC (Season 8) Lifelines integration on Sony TV - Associate
Sponsorship for the entire season with the total FCT entitlement of 4355 sec (i.e.
75 sec each on every episode) with an investment of Rs. 14.4 crores. The show is
scheduled to be on air from 2nd weeks of Aug 2014 till 2nd weeks of Feb, 2015.


TV
16
Genre Channel # Spots FCT Inv In Crs ACD
Sony Ent TV 110 3470 1.40 32
Col ors 226 7870 3.25 35
Star Pl us 202 7235 3.31 36
Li fe OK 128 3905 0.53 31
Z Zee TV 164 6135 2.09 37
Sahara One 635 24100 1.04 38
DD 1 Nati onal 20 535 0.35 27
Z Ci nema 281 8710 0.84 31
Sony Max 333 9800 0.79 29
Star Gol d 73 3940 0.22 54
UTV Movi es 179 4820 0.06 27
UTV Acti on 242 6540 0.06 27
Fi l my 660 25090 0.35 38
Fi rangi 653 24900 0.12 38
Samay UP Utkh 476 17025 0.06 36
Samay Bi h & Jhark 476 17025 0.04 36
Aal mi Sahara (Urdu) 476 17025 0.03 36
Z News UP 448 15490 0.06 35
Sea News UP & UT 165 4535 0.01 27
Mahuaa 470 16480 0.17 35
Indi a News UP/UK 180 4950 0.00 28
Indi a News Bi har 180 4950 0.00 28
Indi a News Raj 180 4950 0.00 28
Indi a News Har 180 4950 0.00 28
DD Lucknow 96 2640 0.21 28
DD Bi har 128 3520 0.20 28
DD Rajasthan 128 3520 0.24 28
15th Aug-15th Sept'2014
Hi ndi
GEC
Hi ndi
Movi es
Regi onal
Mkt
TV Costing Phase 1 (Further plan will be devised post
evaluation of Phase 1)
Genre Channel # Spots FCT Inv In Crs ACD
Aaj Tak 382 13420 0.49 35
Headl i nes Today 265 9370 0.00 35
Di l l i Aaj Tak 169 5995 0.00 35
Tez 169 5995 0.00 35
ABP News 364 13320 0.52 37
Indi a TV 350 11940 0.31 34
Total TV 120 3300 0.01 28
Indi a News 180 4950 0.01 28
Z News 363 13095 0.22 36
Samay 449 18170 0.09 40
IBN 7 355 12855 0.00 36
CNBC Awaaz 268 9820 0.00 37
Z Busi ness 296 10400 0.05 35
NDTV Indi a 318 11500 0.17 36
News 24 349 12525 0.10 36
Li ve Indi a 255 9575 0.07 38
News Express 576 22245 0.03 39
Ti mes Now 288 10405 0.41 36
CNBC TV18 269 9840 0.41 37
Bl oomberg TV 387 11975 0.16 31
NDTV Profi t 273 9755 0.08 36
ET Now 276 9345 0.17 34
NDTV 24X7 393 14205 0.42 36
CNN IBN 357 12915 0.56 36
Grand Total 14960 521025 19.73 35
15th Aug-15th Sept'2014
Engl i sh
News
Hi ndi
News
51 Channels 14960 spots 19.73 crores*
* un-negotiated
FCT - Free commercial time
It is the amount of secondage that is bought on a channel.

ACD - Average Commercial Duration
Print will be supporting as a recall manager for TVC and fine prints of the products and
innovations will be communicated through this media
Phase I
Launch - 2 full pages and 15 Strip ads in the size of 33 x 10 cms are planned and will be released in
publications across markets of Phase I.
The first full page ad will be scheduled on the day of the launch i.e. 15th Aug either on a back
page or 3rd page followed by 15 strip ads in all those publications on every 3rd day over a period
of 45 days.
The second full page will be released exactly 1 week after the launch date in all those
publications.
If, however, the TV teaser Ads are not possible, then we will have to take 6 teaser strip ads in
print. The 6 teaser strips will then be taken from 9th to 14th Aug in the selected publications as
backup of the TV Teaser.
It is reiterated that this is will be released only if the teaser commercial of TV is not ready by then,
else there wont be any teaser ad in print. The total for the 6 teaser strip ads will be Rs 2.01 crore.
Therefore the total Print Budget is Rs 19.15 crore (including Rs 2.01 cr provisional budget of
Teasers)
Print
18
PUBLICATION EDITIONS LANG. W H
TOTAL
SPACE
(SQCM
/CC)
SIZE PAGE / POSITION Base
Page
Premiu
m
Total
Rate
p.sq.cm
COST PER INS # INS TOTAL COST
Eng 10 33 330 Strip Ads Back Page / Pg 3 1819 215 2034 671,220 1 671,220
Eng 32.9 52.5 1727.25 Full Page Back Page / Pg 3 1546 345 1891 3,266,489 1 3,266,489
Eng/Hin 10 33 330 Strip Ads Back Page / Pg 3 165 0 165 54,285 2 108,570
Eng/Hin 33 52 1716 Full Page Back Page / Pg 3 141 0 141 241,956 1 241,956
Eng/Hin 10 33 330 Strip Ads Back Page / Pg 3 209 0 209 68,970 2 137,940
Eng/Hin 33 52 1716 Full Page Back Page / Pg 3 167 0 167 286,915 1 286,915
Eng 10 33 330 Strip Ads Back Page / Pg 3 150 0 150 49,500 2 99,000
Eng 33 52 1716 Full Page Back Page / Pg 3 128 0 128 218,790 1 218,790
Eng / Hin 10 33 330 Strip Ads Back Page / Pg 3 3693 1075 4768 1,573,523 1 1,573,523
Eng / Hin 32.9 52.5 1727.25 Full Page Back Page / Pg 3 3085 1075 4160 7,185,490 1 7,185,490
Eng / Hin 10 33 330 Strip Ads Back Page / Pg 3 511 0 511 168,630 2 337,260
Eng / Hin 33 52 1716 Full Page Back Page / Pg 3 438 0 438 751,608 1 751,608
Eng/Hin 10 33 330 Strip Ads Back Page / Pg 3 230 0 230 75,900 2 151,800
Eng/Hin 33 52 1716 Full Page Back Page / Pg 3 230 0 230 394,680 1 394,680
Eng 10 33 330 Strip Ads Back Page / Pg 3 150 0 150 49,500 2 99,000
Eng 33 52 1716 Full Page Back Page / Pg 3 128 0 128 218,790 1 218,790
E/H/P 10 33 330 Strip Ads Back Page / Pg 3 1091 0 1091 360,113 2 720,225
E/H/P 33 52 1716 Full Page Back Page / Pg 3 928 0 928 1,591,697 1 1,591,697
Hin 10 33 330 Strip Ads Back Page / Pg 3 2029 0 2029 669,570 2 1,339,140
Hin 33 52 1716 Full Page Back Page / Pg 3 1826 0 1826 3,133,588 1 3,133,588
Hin 10 33 330 Strip Ads Back Page / Pg 3 0 0 0 - 2 -
Hin 33 52 1716 Full Page Back Page / Pg 3 0 0 0 - 1 -
22528.5
Gross Total Gross Amount 22,527,680
Less 15% Agency Commission Less 15% Agency Comm (3,379,152)
Nett Total Rs. Nett Total Rs. 19,148,528
TRIBUNE + DT + PT
Chandigarh,
Delhi
DAINIK BHASKAR
Delhi,
Chandigarh,
Panipat,
Hissar,
DAINIK JAGRAN
Delhi,
Amritsar,
Jalandhar,
Ludhiana,
Patiala,
Bhatinda,
BUSINESS STANDARD
Delhi,
Chandigarh
THE ASIAN AGE Delhi
TOI + ET + NBT
Delhi,
Gurgaon,
INDIAN EXP + F EXP +
JANSATTA
Delhi,
Chandigarh
SIZE R A T E
THE ASIAN AGE Metros
TIMES OF INDIA +
ECONOMIC TIMES
Metros
INDIAN EXPRESS +
FINANCIAL EXPRESS +
Metros
BUSINESS STANDARD Metros
Phase I Further plan will be devised post evaluation of Phase 1
TG spends 30% of their time in commute listening to private FM, this media
gets very personalized attention and relevant message gets results

Phase I
We are proposing for 6 weeks activity from 15th Aug on various private FM
stations in 19 selected cities across the markets.
The budget worked out for the same is Rs. 0.83 crores

Phase II
We are proposing for 6 weeks activity in Phase II (from 15th Nov) on various
private FM stations in 33 selected cities across the markets.
The budget worked out for the same is Rs. 2.80 crores

Therefore the total Radio Budget is Rs 3.63 crore
Radio
20
The idea is to increase brand visibility and showcase the differential benefits of PNB Metlife,
The complete support to the TVC was through OOH and it is very critical to round off the entire campaign.
We also propose a Facebook campaign Spot Click And Upload in which we will urge people to upload
pictures of the outdoor hoardings. The lucky one will get a merchandise and free health check up
Phase I
A total of 381 sites has been planned in the 27 cities of 5 states of Phase I.
The duration of 2 months has been considered with 3 creative changes meaning that there will be printing and
mounting cost of flex 3 times.
The un-negotiated cost for 2 months for the phase I which will include 3 times printing & mounting will be approx
Rs 2.89 crore.
Phase II
The phase II will envisage a 2 month campaign in the respective cities and an approximate and un negotiated
budget of Rs 4.45 crore has been provisioned for this.
A total of 503 sites has been planned for in 38 cities in 7 states. This will include a 2 month campaign, 3 creative
changes and hence the resultant printing and mounting of flexes.
We reiterate that THE ABOVE RATES ARE UN-NEGOTIATED and can only be finalized once the clarity is
obtained on date of booking and exact sites city wise. As part of the negotiations, the monetary valuation will be
reduced and the number of sites will also be increased as value adds.
Therefore the total OOH Budget is Rs 7.34 crore
Outdoor
21
Social portals and web banner advertisement in relevant online portals, this will
support the ongoing campaign on TV and Print media. It will also work as a
WOM vehicle for ambient media viral program
Phase I
To cover Phase I from 15th August a budget of Rs 0.60 crore has been
provisioned.
The prime objective will be to create awareness about the portal so that traffic
can be driven towards it and people can be educated about the products.

Phase II
To cover phase II, a further budget of Rs 1.50 crore has been provisioned.
We will try geo targeting our TG in Phase I and II within this budget.
The objective will be to promote the portal from an ecommerce perspective as
the portal will be fully functional.
Therefore the total Online Budget is Rs 2.10 crore
Online
22
Area Site Amount (Rs Crs) Phase 1 Phase 2
Search + Contextual
Google
0.15 0.08 0.08
Google Network
Branding
Economic Times
0.8 0.40 0.40
Times Of India
Business Standard
Indian Express
Financial Express
Jansatta
Daikin Jagran
Amar Ujala
Aaj Tak
Rajasthan Patrika
Daikin Baskar
Rediff
Jansatta
Anad Bazaar Patrika
Navbharat Times
Social
Facebook
0.3 0.15 0.15 Linked In
Youtube
Mobile
Rocket Talk
0.3 0.15 0.15
IM+, WeChat
Newshunt (Android - Location-based)
NDTV (News app)
In app branding
ORM
0.06
0.03 0.03
Total 1.61 0.81 0.81
Average Indian consume 32kg of this drink a year
Its supposedly
Healthy
Refreshing
Gives person a me time
Talks were on recently to make this as a national drink of India
Its consumption has channels -
Home
Outside stall Our focus point
Office Our focus point
Demographics
Young urban male/female
Working, mid-management
New job, recently married or parenthood on the cards
In short potential insurance consumer

Ambient Media
24
Ambient Media Chai Ka Dusra Cup
25
Involved attention
During me time, relaxing
with like minded people
Multiple impressions
Word of mouth and ability
to go viral
Cheap!!!
Idea - Chai Ka Dusra Cup
Self adhesive
sticker from
outside with
flashy
background
color and dark
colored text to
ensure
readability
1. Rhetorical questions will be put on the
stickers with point of contact details
2. The objective is to have an attention of the
consumer who believes in consuming a
fullest value of his purchase. i.e. by
drinking the tea till its last drop
3. Capturing that last sip of the drink
moment, when the attention is highest
and consumer is getting ready to carry on
with his work after the break. (serious
frame of mind)
4. Consumer who has read the message has
a time from tea stall till his desk to call at
point of contact
5. POS material to support the initiative
5000 tea stalls
50 cups each
2,50,000 cups
Average 20 drinks from 1 cup by TG in a day
50,00,000 impressions
Sticker cost Rs. 2/- (max)
Total cost 5,00,000/- plus transport
Cost/impression - 0.1 paisa
Messaging:
a.Would like your tea brewed Special?
b.Do you prefer different tea for different occasions?
c.What if you get healthier and tastier tea at the same cost?
d.You deserve the best tea just like you deserve the best
insurance
Summary (TV, Print, Radio and Online)
Media Description Units Investment in
Crs
Remarks
TV Phase 1 14960 Spots 19.73 Phase 2 will
be after
evaluating
phase 1
Print Phase 1 22530 Sq. cm 19.15
Outdoor Phase 1 and 2 884 sites 7.94
Radio Phase 1 and 2 18641 spots 3.63
Online Phase 1 and 2 150,00,000
impressions
2.10
Ambient Phase 1 and 2 50,00,000
impressons
0.5
Total 53.41
Thank you