BRIEF

MISS UNIVERSE – INDIA FRANCHISE

1. TANTRA ENTERTAINMENT won the exclusive India franchise for the preliminary to the 2010 MISS
UNIVERSE Pageant
2. The National Pageant has a new Name – I AM SHE
3. SUSHMITA SEN is the Global Face for the Brand
 

STRATEGY

 Sustained National Coverage on the brand story

 Local motivation through Tier 2 reach
 Media frenzy for the event
EXECUTION

Week 1

1. ‘I am princess’ event
2. IPL 3 finals (I AM She box)
3. Initiated media partnerships
 

Week 2

1. Press conference revealing ‘Top 30 contestants’

2. Profiling of select participants
3. Initiated media partnerships
4. Shopping event at Palladium with the contestants
 

Week 3

1. Interviews of Sushmita with Hindustan Times, CNBC TV 18 and a week long diary with Mid day
2. Profiling of contestants and groomers
3. Initiated interactions with sponsors
4. Events and media announcements with radio and hospitality partners
 

Week 4

1. FAM trip to Goa to cover the grooming sessions

2. Profiling of contestants and groomers
3. Events and media announcements with radio and hospitality partners
 

Week 5

1. FAM trip to Goa to cover grooming sessions

2. Interviews with sponsor and groomers
3. Press conference to announce ‘Winners of preliminary rounds’ in Goa
4. Events and media announcements with
 
 Week 6

1. Press conference in Chandigarh to announce winner of “I AM SPIRIT’

2. Event on the girls visiting Siddhivinayak for blessings before the finale
3. Arranged media for the arrival of reigning Miss Universe ‘Stephanie Fernandes’at the airport
4. Stories on the run – up to the finale
5. Interviews with Sushmita and select contestants
 

Finale

1. Golden carpet with judges and celebrities

2. Initiated a barter tie-up with Aaj Tak for exclusive content sharing
3. Arranged exclusive footage, visuals and  interviews with media partner Aaj Tak
4. Media bytes with Sushmita and other judges
5. Post event press release and follow - up
 

Post Event

1. Interviews with winner of I AM She ‘Ushoshi Sengupta’

2. Visit of I AM She winners and Miss Universe to Kamathipura
3. Dinner with the sponsor and winners of I AM She at Westin
4. Coverage report and analysis
 

HIGHLIGHTS

1. Agency came on board just weeks before the main event

1. Garnered sustained media mileage for the event through the preliminaries grooming sessions, finale and post
event
2. Initiated an all-barter tie-up with leading news channel – Aaj Tak to promote I AM She 2010 through the last
phase and the finale