Launch of ‘Jaldi Fit’

~ The PR Approach ~

The Brief
Namita Jain to launch a fitness DVD called Jaldi Fit.

Jaldi Fit is a novel concept about daily fitness and exercise regimes that can
be done at one’s convenience, without having to step out of ones homes and
without having to go to gymnasiums and spas that more often than not,
intimidate, rather than inspire.

PR to primarily drive awareness for the launch

The Objective
 Highlight the convenience and demystify the myths surrounding fitness
and exercise
 Create awareness amongst the target audiences on a pan India level
for the Jaldi Fit DVD
 Position Namita Jain as a fitness expert

Key Messages
 The exercises are effective and safe for all
 The exercises are simple and easy to do at home
 The exercises take only 20 minutes of your time

Target Audiences
 Men and women across all age groups

Strategic Action – Phase 1

Launch Event
 Launch event for the media in Mumbai over lunch
nd
 Recommended time frame is August 2 week
 The venue can be transformed into a drawing room of a house thus
providing the ‘look and feel’ of being in your own home
 DVD to be launched by a celeb known for his/her fitness
(celeb to be finalised by the client)
 To provide for a good photo-op, Namita to demonstrate some
exercises along with 2 assistants as soon as the DVD is launched

Recommended Target media

 Mainline Dailies – English & Regional
o Times of India,
o Hindustan Times (Café & Brunch),
o DNA (After Hours, ME & Life 360 Degrees),
o Mid-Day,
o Mint,
o Business Standard (weekend),
o Sunday Economic Times
o Mumbai Samachar,
 o Gujarat Samachar,
o Loksatta,
o Maharashtra Times,
o Dainik Jagran,
o Navbharat Times
 Business Magazines
o Business India,
o Businessworld
 Electronic Media
o NDTV 24x7,
o CNBC Awaaz,
o CNN IBN,
o Star News,
o AajTak,
o Headlines Today,
o Zoom TV,
o Times Now,
o UTVi,
 Online media
o Agencyfaqs,
o exchange4media,
o rediff
 Newswires
o PTI,
o IANS,
o UNI,
o Reuters
 Photographers
o All relevant publications

 Profiling Opportunities for Namita Jain

o HT Café – Fitness expert on Health Page
o Times Wellness – Fitness expert
o Saturday Hindustan Times – Boss’s Day Out
o Weekend DNA After Hours – My Sundays
o Hindu Business Line (BrandLine) – Feature on Booming Fitness
Industry
o Economic Times – FreeWheel

Media Giveaways
 Media to be given the press kit and DVD
 Press kit contents to be mutually decided with the client

Post Launch Action

The press release, along with product packshot, to be disseminated on an all
India basis for product launch listings
Strategic Action – Phase II
Workshops in other cities
rd
 Recommended time frame is August 3 week onwards upto end
September (ideally a 1 week gap between each city)
 Namita Jain to conduct fitness workshops with a local celebrity in each
of the centres – Delhi, Bangalore, Chennai, Kolkata and Hyderabad
 Key local media from each of these cities to be invited to attend the
workshop
 Celebrity for each city
 Recommended venue in each of these cities - can be a hall in a
leading city club or at the local press club

Strategic Action – Within Phase 1 and II

 Target tie-ups with one key publication across each city for a dedicated
column by Namita Jain to address reader’s grievances on fitness
 Target the inclusion of Namita Jain in features on Fitness thus
positioning her as an expert as and when the opportunity arises

PR Fee
Our fee for this project will be Rs. 3,00,000/- plus taxes extra for a period of
2 months (August and September). In addition OOPS Out of pocket expenses
(upto 20 % extra) will be charged on actuals.