Summer Internship Project Report on

“CONTENT BRANDING AND LEAD GENERATION FOR EMC

SOLUTIONS WORLDWIDE PRIVATE LIMITED”

Submi
tted

By

SAILLA KAPUR (SECTION-A 141143)

In the partial fulfillment for the Award of Degree of Master of Business Administration (2014
- 2016)

Submitted at:

Institute of Management, Nirma University Ahmedabad

1 July-2015

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 TITLE OF THE REPORT

Presented By: Sailla Kapur

Company Name:
EMC Solutions Worldwide Private Limited

Address: 105, Crystal Paradise,

Off Veera Desai Road,
Opposite Skoda Showroom,
Andheri West, Mumbai, Maharahtra, 400053
Date of Report:
01/072015

Purpose of Report: To showcase my learning in detail and giving

a brief feedback as part of my exposure in the
.
media and entertainment industry during 2
months of internship.

[1] Mr. Anirban Gupta

Prepared for: Senior Executive

[2] Mrs. Aarti Nagpal

Senior Executive

Mr. Rajesh Kikani

Submitted to: Institute of Management, Nirma University

( Faculty Mentor )

ACKNOWLEDGEMENT

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The successful implementation of my internship owes its credit to support system of many
people. I would like to extend my heartfelt gratitude to Mr. Anirban Gupta, my corporate
mentor at EMC, who was always there to support me in my project be it any time of the day
or however complex my doubts may be. I would also like to thank Mrs. Aarti Nagpal, my
other corporate mentor, who gave me full liberty to deal with the client and who gave me
valuable insights about the media and entertainment industry. Having worked under them has
been a fruitful experience. I would also like to extend my gratitude to my faculty mentor Mr.
Rajesh Kikani for his constant support throughout the 2 months of internship. Last but not the
least I would like to thank my teammates, my colleagues without whose cooperation this
project would not have been successful.

EXECUTIVE SUMMARY

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The summer internship project required me to do content branding for EMC, the summer
internship project also involved looking after the possibilities to get new brands on board to
be associated with the entertainment and water park- Adlabs Imagica and Aqua Magica.
Another task was to get relevant brands on boards for an in film placement opportunity in
upcoming Bollywood movies and a co-branding opportunity with latest Bollywood/
Hollywood films. Video editing is another area where I gained experience. The entire period
of internship has been an eye opener to the media and entertainment industry with a new
learning experience at each and every step.

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 DECLARATION

I hereby declare that this project titled “Content Branding and Lead Generation for EMC
Solutions Worldwide Private Limited” is an original work done by me under the guidance of
Mr. Anirban Gupta and Mrs. Aarti Nagpal (Corporate Mentors) and Mr. Rajesh Kikani
(Institute of Management Nirma University). This report is in partial fulfillment of degree of
Master of Business Administration (Full time) 2014-16.

Sailla Kapur

Place: Ahmedabad

Date: 15/06/2015

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TABLE OF CONTENTS

Topic Page No.

PART A: PROFILE OF ORGANIZATION

Industry Report 7

Company Report 12

7-S Framework 19

SWOT Analysis 21

Porter’s Framework 22

PART B: WORK DONE THROUGHOUT THE INTERNSHIP 25

PART C: LEARNINGS FROM THE INTERNSHIP

Key Learnings 34

Future Strategy 37

PART D: FEEDBACK AND CONCLUSION 38

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 PART A: PROFILE OF ORGANIZATION

INDUSTRY REPORT

INTRODUCTION TO MEDIA INDUSTRY

The media and entertainment industry in India consists of many different segments under its
folds such as television, print, and films. It also includes smaller segments like radio, music,
OOH, animation, gaming and visual effects (VFX) and Internet advertising. Entertainment
industry in India has registered an explosive growth in last two decades making it one of the
fastest growing industries in India. From a single state owned channel, Doordarshan in the
1990s there are more than 400 active channels in the country. Worldwide, 2010 saw the
global economy begin to recover from a steep decline in 2009. Improved economic
conditions in 2010 played a major role in a rebound in customer spend. Since the world
economy begin to recover from the global financial crisis of 2008, improved economic
conditions played a major role in rebound in consumer spend. While India was not critically
impacted by the downturn in 2008 and 2009, it demonstrated one of the highest growth rates
this year and continued to at a healthy pace. The rising rate of investments by the private
sector and foreign media and entertainment (M&E) majors have improved India's
entertainment infrastructure to a great extent.

CATEGORIES OF MEDIA INDUSTRY

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 sector is
on the cusp of a strong phase of growth, backed by rising consumer payments and advertising
revenues across all sectors.
The industry has been largely driven by increasing digitisation and higher internet usage over
the last decade. Internet has almost become a mainstream media for entertainment for most of
the people

TELEVISION INDUSTRY

Television is one of the major mass media of India and is a huge industry and has thousands
of programs in all the states of India. Today India boasts of being the third largest television
market in the world. The small screen has produced numerous celebrities of their own kind
some even attaining national fame. TV soaps are extremely popular with housewives as well
as working women. Approximately half of all Indian households own a television. Television
first came to India in the form of Doordarshan (DD) on Sept15; 1959.Doordarshan is the
National Television Network of India and also one of the largest broadcasting organizations
in the world. Apart from the state run Doordarshan, there are six DTH players with 54.52

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million DTH users in India with the present prediction; it is likely to overtake the US in terms
of the largest DTH market in the world.

PRINT INDUSTRY

Indian print industry is growing strong and is expected to grow similarly while the global
print industry is moving towards digitalization and showing a negative growth rate year on
year. Print industry in India is the world's second largest with over 90 million copies in
circulation daily after China with 130 million copies in circulation daily. Most newspaper has
an online presence and a growing view counts on their portals. Much of the entertainment and
media segments are now focusing on growth in regional areas and smaller towns. Year 2009,
a year when there was a slowdown, the regional print showed growth in local to local
advertisement. Magazines have not been at their best performance in past few years.
However, niche magazine are doing well and is ex pected to show positive growth. The major
challenge faced by this segment of media and entertainment industry is newsprint which
continues to threaten profitability. Newsprint forms a major component of the cost of
publishing a newspaper.

FILM INDUSTRY

Films are the most important form of entertainment in India. Film industry in India is among
the largest in the world in terms of films produced (approximately 1000) in different
languages which include films in Hindi, Kannada, Bengali, Tamil, Telugu, Punjabi and
Malayalam. Approximately twenty-three million Indians go to see a film every day. Film
Federation of India is the apex body of film industry in India whose objective is to popularize
and promote the cinema. Bollywood accounts for 46 percent of the total Indian film industry
revenues film industry experts. It employs more than 6 million people, most of whom are
contract workers as opposed to regular employees.

RADIO INDUSTRY

Radio broadcasting in India started in British India in 1923 with the Radio Club of Bombay.
All India Radio (AIR) was established in 1936 which is one of the largest radio networks in
the world including the AIR FM. AM, FM and even Satellite Radio have made a huge impact
on the Industry in India. Most of the media houses either already have a presence in the
industry or are looking to get a license in the next round. Famous stations are Radio Mirchi
(of the Times Group) has maintained a lead position in most cities it operates in and other
channels like Radio City, Red FM, Big FM, Fever, Radio One have also been able to get
significant traction.

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 INDIAN MEDIA INDUSTRY

India’s entertainment and media sector is expected to grow steadily over the next five years
as per CII-PwC’s report, titled ‘India Entertainment & Media Outlook 2014’. The industry is
expected to exceed Rs 227,000 crore (US$ 36.49 billion) by 2018, growing at compound
annual growth rate (CAGR) of 15 per cent between 2013 and 2018.
In 2013, the overall entertainment and media industry was estimated at Rs 112,044 crore
(US$ 18.01 billion) and grew by 19 per cent over the previous year. The largest segment,
India’s television industry, continued its strong growth momentum led by subscription
revenues, representing a year-on-year growth of about 15 per cent. Internet access and
internet advertising have been the fastest growing segments with annual growth rates of 47
per cent and 26 per cent, respectively.
Significantly, with the increased penetration of smartphones and expansion of 3G network in
India, the country is likely to see around nine billion mobile application (apps) downloads
during 2015, which is five times more than 1.56 billion in 2012, as per Deloitte's India
Technology, Media & Entertainment and Telecom (TMT) Predictions. This uptick in app-
downloads is also expected to increase the revenue from paid apps to an estimated over Rs 15
billion (US$ 241.16 million) as against Rs 9 billion (US$ 144.7 million) in 2014, Deloitte
said.
The foreign direct investment (FDI) inflows in the information and broadcasting (I&B) sector
(including print media) in the period April 2000 – January 2015 stood at US$ 3,890.94
million, as per data released by Department of Industrial Policy and Promotion (DIPP).

Market size of Indian Media industry

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 RECENT DEVELOPMENT AND EMERGING TRENDS

 Cinepolis India Pvt. Ltd, the Indian movie exhibition arm of Mexican chain Cinepolis,
is planning to add 60 screens to take its total count to over 250 screens by the end of
2015
 Turner International India has announced the expansion of its television bouquet for
children with the launch of Toonami, a channel dedicated to animated action. This is
the American company’s third children’s channel in India after Cartoon Network and
POGO. Toonami joins an assortment of over 15 channels in the kids’ genre, which
attracts close to Rs 500 crore (US$ 80.38 million) in advertising.
 Twitter Inc. plans to set up a research and design (R&D) centre in Bengaluru to grow
faster in emerging markets. This will be the San Francisco-based company’s first such
facility outside the US. Twitter plans to use Bengaluru-based mobile marketing and
analytics company ZipDial Mobile Solutions Pvt. Ltd’s team to build this new R&D
facility.
 STAR India, a unit of 21st Century Fox, has acquired the entire broadcast business of
MAA Television Network Ltd for an undisclosed amount.
 Carnival Films Pvt. Ltd, supported by commodity trader Shrikant Bhasi, has agreed to
buy multiplex company Stargaze Entertainment Pvt. Ltd from a unit of Mukesh
Ambani-controlled Network18 Media and Investments Ltd
 SRS Cinemas, the multiplex chain of the Rs 5,000 crore (US$ 803.87 million) SRS
Group, is currently in an expansion mode and has earmarked a huge corpus to add
more screens to its current portfolio of 48 screens to take the total number to close to
100 by the end of 2015.
 Television and film production company, Balaji Telefilms Ltd has announced that it is
entering the American television market by signing an American television series
production deal with Indus Media, the firm said in filing to BSE.The deal will see
Balaji secure rights to the TV series ‘Brown Nation’, a satirical comedy based on the
lives of Indian Americans, the firm said.
 Jagran Prakashan Limited (JPL), which publishes 12 newspapers including its
flagship brand Dainik Jagran, is set to enter the radio space with the acquisition of
Media Broadcast Private Limited (MBPL)'s Radio City 91.1 FM.

MAJOR PLAYERS

 EMC Solutions Pvt Ltd.

 P9 Percept

 Starcomm

 9 Winds

 Madison

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  Ogilvy and Mather

ROAD AHEAD

The Indian M&E industry is on an impressive growth path. According to the CII-PwC study,
the revenue from advertising is expected to grow at a CAGR of 13 per cent and will exceed
Rs 60,000 crore (US$ 9.64 billion) in 2018 from Rs 35,000 crore (US$ 5.62 billion) in 2013.
Internet access has surpassed the print segment as the second-largest segment contributing to
the overall pie of M&E sector revenues

Television and print are expected to remain the largest contributors to the advertising pie in
2018 as well. Internet advertising will emerge as the third-largest segment, with a share of
about 16 per cent in the total M&E advertising pie. The film segment estimated at Rs 12,600
crore (US$ 2.02 billion) in 2013 is projected to grow steadily at a CAGR of 12 per cent on
the back of higher domestic and overseas box-office collections as well as cable and satellite
rights
Digital advertising is expected to lead the CAGR with 27.7 per cent, followed by radio with
18.1 per cent. Gaming and television are expected to register a CAGR of 16.2 per cent each,
followed by growth rates of animation and VFX (15.9 per cent), music (13.2 per cent), films
(11.9 per cent) and OOH with 9.2 per cent expected CAGR. Within TV, subscription
revenues are expected to be three times more than advertising revenues, by 2018. Growth in
the regional reach of print and radio shall provide opportunities to further improve the
advertisement revenue.

REASONS WHY MEDIA JOBS ARE GREAT

 Media careers make you a witness to history

While every Indian experienced these important events, people in media got the
chance to investigate, ask questions and share the information they uncovered. Media
pros are more than just bystanders to history; they are part of the events.

 Media careers help you meet Important people

Ask anyone who works in media about some of the people they've met and you'll get
a list of some of the top celebrities and newsmakers. This perk doesn't just involve
reporters or radio announcers who conduct interviews. If a magazine decides to use a
guest editor, even the receptionist or accountants have the chance to rub elbows with
famous people and brag to friends and family about who popped into the office.

 Media careers are full of surprises

You never know what a day will bring you when you work in media. The early
morning of September 11, 2001, started just like any other day until the terrorist

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 attacks began. No one in media would consider that a good day, but it's an example of
how media careers bring the unexpected. The attacks changed how media cover news
in a way no one predicted. As with police officers or firefighters, people in media tend
to thrive on not knowing what will happen when they arrive for work.

Company Report

One of the growing leaders in the industry of media and entertainment is EMC SOLUTIONS
WORLDWIDE PRIVATE LIMITED.

Introduction

Organization History

Address: 105, Crystal Paradise, Off Veera Desai Road, Opposite Skoda Showroom, Andheri
West, Mumbai 40053, India.

Phone: +91-022-67087892, +91-022-67087894

Fax: +91-022-67087892

Email: info@emcw.in

EMC Solutions Worldwide Limited is an entertainment and media marketing company

founded in 2009 by Mr. Navin Shah and Mr. Maneesh Mathur. The co-founders have a
combined industry experience of more than 35 years. They have played a huge role in setting
up Broadmind, the film marketing division of Mindshare and P9, the entertainment marketing
division of Percept.
 
They have a resourceful team of young, dynamic media professionals dedicated to delivering
high impact campaigns and remarkable media solutions that allow our clients to break the
clutter and stand out in a crowd.
 

SERVICES

 Media buying and selling

 Co-branding with Bollywood and Hollywood films

 In-film placements

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  Branded Content

 Integrated Marketing Communications

Media buying and selling: EMC is known for buying spots at entertainment rates which are
much cheaper than the commercial rates. They are the sole concessionaires of Network 18,
which includes the channels CNN-IBN, CNBC TV18, IBN7, CNBC Awaaz and IBN
Lokmat.They also buy media for Disney India, Studio 18, Reliance Big Pictures, Yashraj
Films, Moser Baer, to name just a few.

EMC bought TV spots for Officer’s Choice new campaign “ Jagale Apne Andar Ka Officer”.

Co-branding with Bollywood and Hollywood films: They create co-branded campaigns for
brands with the latest Bollywood and Hollywood films by finding a perfect connect between
the brand message and the film.
Co-branding benefits the brand by enabling them to buy spots at entertainment rates and it
also lets the brand piggyback on the publicity blitz around a film.

In-film placements: -film placement is a form of advertisement, where branded goods or

services are placed in a film as part of the plot or environment.

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Duracell Placement in the Bollywood movie PK was an EMC initiative

Branded Content: Branded content or advertainment is a relatively new form of advertising

that blurs conventional distinctions between what constitutes advertising and what constitutes
entertainment. Branded content is essentially a fusion of the two into one product intended to
be distributed as entertainment content, albeit with a highly branded quality. Advertainment,
unlike conventional forms of entertainment content, is generally funded entirely by a brand or
corporation.

They create and amplify the Making of the Ad and the raw footage is condensed into 4-5
minutes vignette, which is then aired on some 50+ news and entertainment channels. This
gives the brand more visibility which a 30 second advertisement cannot provide.

Making of Van Heusen’s Collection with Deepika Padukone was done by EMC.

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EMC created a vignette of behind the scenes of Ranbir Kapoor’s Lenovo Helix TVC and
amplified the footage across various channels.

Integrated Marketing Communications: They provide 360 degree media and marketing

solutions for brands and films, which includes TV, radio, and online, print, outdoor and on-

ground activations.

EMC created and recorded a radio jingle for Fair & Lovely in 3 different languages for their

upcoming campaign.

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CLIENTELE

Kelloggs, Hindustan Uniliver Limited, Aircel, Canon, Barbie, Prestige, Star Sports, Pepsico,
Samsung, Bagpiper, Lenovo, Max Steel, Olay, Castrol, Samsonite, Vanish, Godrej, Fevicol,
Skybags, Mountain Dew, Colgate Palmolive, Reckitt Benckiser to name a few.

CASE STUDIES

Adlabs Imagica: Adlabs Imagica is an entertainment amusement park located on the Mumbai
– Pune Expressway.
 

EMC planned and bought media for them for their TV campaign on Entertainment rates.
Entertainment rates are cheaper than commercial rates.

Dhoom 3 and Gulf Oil: EMC did the media buying for Gulf Oil & Dhoom 3 Co-branded Ad
at entertainment rates.

Exotic and Jealous 21: EMC did executed the association of Jealous 21 & Music Video,
Priyanka Chopra's Exotic and did media buying for the Co-branded Ad at entertainment rates.

Kelloggs Chocos and Krrish 3: Along with Co Branding Tie Up of Kelloggs Chocos and
Krrish 3 ,Kellogs had created a Krrish figurine and distributed it with every pack. Krrish Bag
Tag was distributed with every 10Rs Pack. Kelloggs have also done an Onpack Promotion
with Krrish 3.It has turned out to be the biggest licensing deals of 2013.

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Satyagraha and Bagpiper Soda: A co-branded promo starring Amitabh Bachchan, Ajay
Devgan, Arjun Rampal & Kareena Kapoor was created and aired across channels during the
release of the film.

Skybags with John Abraham: They covered the behind the scenes of John Abraham's TVC
shoot for Skybags. They took John's bytes about his experience with Skybags & also his
interest in travelling. They produced a vignette of this shoot and amplified on over 60 plus
channels and over the internet as branded content.

The Max Steel music video starring Virat Kohli: They created a song for Max Steel, the new
animated show from Mattel Toys on Cartoon Network. The song was composed by Shameer
Tandon and performed by Shaan. They shot a music video for the song starring cricketing
superstar Virat Kohli.

Canon Power Shots with Sachin Tendulkar: Canon wanted to make full use of the
endorsement of the greatest cricket legend of our times, Sachin Tendulkar, and come up with
an innovation that would break the clutter. They shot a series of interviews with Sachin

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Tendulkar with Canon branding, in which he talks about his life, his game and the obstacles
that he has had to overcome in order to reach the pinnacle of greatness.

Size of the organization (turnover, employees, geographical spread, etc.).

EMC is not a very old media company and has its presence only in the state of Maharashtra.
The only office of the company is situated in Andheri West, in the heart of the city Mumbai.
It is a small knit company with around 20 employees in total.

Vision and Mission

Vision is to be a one stop solution for all media and entertainment marketing needs and to
change the face of the entertainment industry forever.

Mission is to provide innovative branding and marketing solutions to their clients and be the
trendsetters in this continuously evolving industry.

Use of 7-S framework to analyse the different aspects of the organization.

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STRUCTURE:

EMC being a relatively small company has a flat organization structure. Such a horizontal
structure enables creating a satisfied work environment and facilitates quick decision making.
Emphasis is put on both individual goals and other shared set of organizational goals. Such a
structure is generally more open to adopting changes.

SYSTEM:

Major decisions though taken by the top management, had a say of the other staff as well. A
simple system was employed at EMC. The executives are given the task of approaching the
brands to provide them various branded solutions. Every client’s case is personally handled
by the marketing executive at EMC who undertake the task to marry the brand with the
movie and close the deal.

STYLE:

EMC being a media company had a very transparent working style. New ideas were
encouraged and appreciated. Brainstorming sessions were a regular scene at the EMC office.
Every new project that came up called for brainstorming session, where everyone from the
founders to the internees participated and every suggestion was welcomed with open arms.

STAFF:

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EMC is a small knit company with around 20 employees in all. Every employee is important
in his own way performance based reward system was followed to keep the employees
motivated. The constant guidance and encouragement of the entire staff at EMC enabled me
to have a fruitful experience working in the EMC office.

SKILLS:

Being a media company working in EMC requires one to have good communication and
negotiating skills. From pitching the idea to closing the deal it requires good knowledge
about the client’s needs, creative thinking and a strong presence of mind.

STRATEGY:

The company mainly focussed on providing a differentiated service to create a niche market
for itself. The main strategy is bridging the gap between the entertainment and
communication by providing branded solutions to its clients.

SHARED VALUES:

Transparency, innovation and freedom to employees are the main pillars of EMC. In its aim
to be a one stop destination for all branded solutions it gives space for personal and
professional development and also encourages its employees to think out of the box in
serving their clients.

SWOT ANALYSIS for EMC

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Strength Weakness

 One stop solution for all branding problems.  Inherent nature of the changing
trends in the industry.
 Buys media and tv spots at entertainment
 It is all about numbers and
rates, which are much cheaper than the
probability. More the number of
commercial rates offered in the market.
clients approached, better the chance
 A relatively new company with a modern of converting a deal. It can be
outlook and open to changes. cumbersome at times.

 Wide range of services offered to its clients.

 A flat organization structure, facilitating

quick decision making.

Opportunities Threats

 The media and entertainment industry is  Increase in presence of competitors.

expected to grow in the coming future.
 Growing trend among companies to
 With the advent of Hollywood movies and hire an in house media and
its increasing viewership, brands have advertising agency.
started realizing the importance of co-
branding with Hollywood films.

 Only a few prominent companies are

present in this business as of now, therefore
there is a chance to gain market leadership.

Competitive position in industry (Using Porter’s Framework)

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The Porter’s Five Forces Model is a simple tool to understand where the power lies in a
business situation. It is like a planning toolkit for as it highlights the strengths and weakness
and helps avoid take steps in the wrong direction.

The five forces that the Porters introduced were:

1. Threat of New entrant

2. Threat of substitute

3. Bargaining power of customer

4. Bargaining power of suppliers

5. Industry rivalry

 Threat of New Entrant

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You power is affected by the ability of people to enter your market. It refers to the ease with
which they can enter your industry. Usually the cost involved acts as a barrier in entering any
industry. But the cost incurred in media and entertainment industry is not that much and
considering the lucrativeness of the industry, the threat of new entrant is usually high.
However none of them pose as a serious threat for EMC at the moment. It is however
necessary for EMC to continuously improve itself in proving entertainment branded solutions
to its clients so as to not lose them to its competitors.

 Threat of Substitute
The same message can reach the target audience in numerous ways, the threat of
substitutes is generally high. Online marketing and ecommerce is a booming industry and
with the changing trends in the market EMC is at the risk of being overshadowed by other
better ways of serving the client

 Bargaining Power of Buyer

Bargaining power of buyer is high if they have the ability to down the prices. It again
depends on the number of competitors and the supply of the product. The buyers in this case
are generally the brand managers, who become our initial point of contact. It was observed
that they are approached by various other agencies with the same proposition with a different
budget, so this gives them an upper hand. As was observed with one of my clients who
refused to close a deal with us as they had already been approached by some other media
agency.

 Bargaining Power of Supplier

It determines how easy it is for the suppliers to up the prices. It is dependent on the number
of suppliers present in the market. If the number of suppliers or the availability of product is
high, the bargaining power of supplier is automatically less. The production teams are the
suppliers in this case. They provide EMC with a list of deliverables that they are ready to
offer to the brands. EMC then forwards this to the relevant brands. The suppliers though open
for some negotiation, generally dictate their own set of terms. The bargaining power of the
supplier in this sense is high.

 Competitors

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 The media and entertainment industry is a booming arena for a lot of young and creative
minds. Even with the presence of big names such as O and M, Madison group, EMC has
managed to create strong place for itself in the market. Providing customized services to
its clients has enabled EMC to create a niche market for itself.

PART B: WORKDONE THROUGHOUT THE INTERNSHIP

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EMC as a market leader in the media and entertainment industry provides the following
services:

 In Film Associations
 Merchandising
 Amplification
 Media Buying

I keenly observed the organization during my 2 months of internship in the sense how it
functioned, what tools it used to motivate its employees, what was the working culture like
and how it intended to carry out its operations and came up with the following findings:

Methodology

Induction and Work Allocation:

We were welcomed by our mentors who took us through a powerpoint introducing the
company and telling about its credentials. After the powerpoint I was pretty excited as the
work EMC did sounded fun. We were given a small tour of the whole office and introduced
to the entire staff. The workforce at EMC is a bunch of young people who are passionately
working in the media industry. We were then introduced to the founders of the company,
Mr.Naveen Shah and Mr.Manish Mathur who talked about the vision and mission of the
company and what they expected of us as interns.

After this we were all asked about our interests and what we expected to learn from our stay
at EMC. On the basis of this we were given different tasks under the various verticals of
EMC. Along with two of my other batch mates I was put under the mentorship of Mrs. Aarti
Nagpal and Mr. Anirban Gupta to work on content branding. It required us to be updated
with the latest celebrity endorsements and contact the brand mangers to pitch them for
amplification of the videos and prepare a 4-5 minutes vignette that would be aired across
some thirty plus channels and bring more visibility to their brands. Apart from this I was in
charge of pitching various brands to get in touch with Adlabs Imagica and Aquamagica, an
entertainment and water park at Mumbai-Pune expressway.

Internal Company Image:

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Being an organic organization, EMC heavily focussed on giving freedom to its employees,
providing flexible working conditions, encouraging new ideas and creating a learning
atmosphere for one and all.

Self Image of Employees:

The team at EMC considers its employees as its greatest assets and works at great lengths to
maintain a comfortable working environment from them. Employee suggestions are
welcomed and valued which helps them share a bond with the company.

Employee Satisfaction:

Employees being considered as an indispensible part of the organization had all their personal
and professional needs being taken care of. All employees including the trainees were made
to participate in the frequent brain storming sessions that took place, giving them an
assurance that their views were valued. The employees were given monthly tasks to complete
and appraisal on completion of such tasks. Outings were organized for the entire office to
strengthen the bond increase interaction among employees. Birthdays and other such special
occasions were celebrated leaving the employees with a feeling of self fulfilment.

Sources of Conflicts:

There were no conflicts as such however healthy competition existed among the employees
which kept them motivated to perform better. Any issues if raised were talked out before
hand such as in case of any two employees unknowingly approaching the same brand for a
deal.

Work Culture:

The work culture at EMC is without any doubt a desirable place for an internee like me to
work in. With a perfect blend of creativity, openness and transparency, it provides a healthy
environment to its employees to learn, develop and grow.

As mentioned above, as part of my summer internship I was expected to carry out the
following tasks:

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  Content Branding
 Co-Branding for Adlabs Imagica and Aquamagica

CONTENT BRANDING

It required us to be updated with the latest celebrity endorsements and contact the brand
mangers to pitch them for amplification of the videos and prepare a 4-5 minutes vignette that
would be aired across some thirty plus channels and bring more visibility to their brands.

The approach followed by me to accomplish this task was a daily routine to start the initial
one hour of work browsing the net, looking for new celebrity endorsement deals or launch
events and then approach these brands with our company’s content branding ideas for them.
It also required out of the box thinking to come up with some new branding solutions lke
creating a song/jingle etc.

Following are the some of the brands that I approached for content branding and was able to
get response from some of the clients

For Father’s Day:

Archies

Aviva Life Insuarance

Gifts.com

Printvenue.com

Flabeery.com

Giveter.com

Excluzy.com

CO-BRANDING FOR ADLABS IMAGICA AND AQUAMAGICA

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I was in given the task of pitching various brands to get in touch with Adlabs Imagica and
Aquamagica, an entertainment and water park at Mumbai-Pune expressway. It involved
informing the prospective clients about the theme park and putting forward various
propositions for co-branding at the park. EMC acted as a mediator between the brand and the
Adlabs team, bringing them together to close the deal.

This task was carried on by keeping a track of various brands that have a potential to be
somehow associated with the Adlabs Park. I would then prepare a customized power point
presentation for my client highlighting the various co-branding opportunities for the brand at
the park.

Following is the list of brands that I approached for co-branding opportunity at the
entertainment and Water Park and managed to get a response from a few of them:

Red Bull Energy Drink

Rio Energy Drink

Restless Energy Drink

XXX Energy Drink

Avon Cycles

Hero Cycles

Titan Watches

CO BRANDING WITH UPCOMING BOLLYWOOD/HOLLYWOOD MOVIES

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The task was to look for brands that could possibly be associated with any of the upcoming
movies. Once the brand was identified the next task was to approach the brand with our
proposal. The proposal could be co-branded TVC that would be aired on various news and
entertainment channels or it could be the opportunity to be the official online partner of the
movie, have the rights to use the film imagery or announce itself as the official sponsors of
the movie.

Such a co-branding was carried on by keeping a close watch on the upcoming Bollywood and
Hollywood movies and their release dates in India. I would watch the trailers of the movies
and then look for brands that had a scope of being associated with the film. A mail/call would
then be made to the brand managers informing them about a a co-branding proposal.

Following is the list of brands that I had approached for a co-branding opportunity with the
latest Bollywood and Hollywood movies and managed to get a response from few clients:

DIL DHADAKNE DO:

Samsonite

Johnson watch

Snapdeal

Flipkart

Fashionara.com,

Infibeam.com

thepurplestore.com

Rechargeguru.com

TANU WEDDS MANU RETURNS:

Ethos watches

OLX

Elitify.com,

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Myntra

Zovi.com

Naaptol.com

Styletag.com,

nykaa,com

justrechargeit.com

crunchyfashion.com

grabmore.com

JURASSIC WORLD and MINIONS:

Hansaplast

Mobikwik

Printvenue

Foodpanda

TRANSPORTER REFUELLED:

Savsol

Total Oil

Valvoline

Savsol

BP Speed

HP Power

HAMARI ADHURI KAHAN:

Givo

Anokhi

SAILLA KAPUR SECTION-A 141143 | SUMMER INTERNSHIP (2014-2016)

Monte Carlo

John Players

Diwan Saheb

ANTBOY

Navneet Stationary

Anupam Stationary

Solo Stationary

Apsara and Natraj

TAMASHA

Axis Bank

Orbit

Luxor pens

Lifestyle Melange

Apart from the above mentioned tasks, I actively participated in working for the following:

SAILLA KAPUR SECTION-A 141143 | SUMMER INTERNSHIP (2014-2016)

IN FILM PLACEMENT

Under this a movie scene or a partial script is provided to our agency who then undertakes the
task of looking for brands that fits the bill for the scene integration.

Once the scene was given we started approaching the relevant brands that had an in film
placement opportunity in the film. The client was provided with the synopsis of the film and
other details along with the opportunity for scene integration. EMC acted as the middleman
between the client and the production team of the movie, exchanging mails, arranging
conference calls and meetings and finally negotiating to close the deal.

Following are some of the brands that I had approached for in film placement opportunity
and managed to get a response from quite a few:

DRISHYAM:

Top’N Town and Dinshaw for an Ice cream scene

Stovecraft, Kaff and Kenwood for a kitchen appliance scene

JUHU BEACH UNITED:

Suzuki, Hero, Mahindra and Vespa for a Scooty integration scene

Supreme, Sangam, Sheetal and Sintex for a water tank integration scene

Rent-o-kill, Avitus, Pest Cease, Sterling for a pest control integration scene

KAPOOR & SONS:

Asus, Xiome, Millenium, Zync, iBall and Huawei for a tablet integration scene

AMPLIFICATION OF ADVERTSIEMENTS/ EVENTS/ PHOTO SHOOTS

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EMC as a company provided entertainment branded solutions. It creates and amplifies the
making of the campaign with the brand endorser. They air behind the scenes of the ad/ photo
shoot/ event on 60 plus news and infotainment channels as editorial content which brings in
more visibility to the brand. The making of the ad is generally a 4 minute video comprising of
behind the scenes, questions and answers with the celebrity and bites of the creative and
brand teams.

As part of this task, my day started with browsing various entertainment websites on the
internet, looking for any new celebrity endorsements or launch events and approaching the
clients for amplification.

Following are some of the brands that I had approached for amplification:

Coke for its new Maaza ad with Varun Dhawan

LG for its new mobile launch event that was attended by Anil Kapoor and Nargis Fakhri

Jack & Jones for the store visit by Mumbai Indians team

Ford for its new car launch that was graced by Farhan Akhtar

Maybelline for its new ad with Alia Bhatt

Puma for its new shoe launch event that was graced by Jacqueline Fernandes

TVC SCRATCH

Till now I had been approaching a brand for amplification and now I got a chance to create a
co branded TVC for the same. It was a very interesting task. I sat with my colleague who was
in the editing department and prepared a rough scratch of tvc for my client. It involved
watching the promo and song of the movie along with the client’s commercial then creating a
co branded tvc such that they complement each other. It required a lot of creativity and out of
box thinking to fit both of them together. In the end after hours of wracking our brains we
came up with a co branded tvc, which was appreciated by my mentors. This way I got to
participate in another vertical of the media world that is creating and editing a tv commercial.

SAILLA KAPUR SECTION-A 141143 | SUMMER INTERNSHIP (2014-2016)

PART C: LEARNING FROM SUMMER INTERNSHIP

I was fortunate to have worked as an intern at EMC. It has been an eye opener to the media
and entertainment industry. Every day in the company has been some kind of a learning
experience and I am really grateful to the entire team at EMC for their guidance and support
at every step. Being my first time in the corporate world, It has been an experience that
cannot be matched with the theoretical teachings.

KEY LEARNINGS

 First Step in Corporate World

With a heart filled with zeal to work and eyes shining with hope I entered the office of
EMC Solutions Worldwide Private Limited located in Andheri West, along with six of
my other batch mates. As I took the stairs to the office situated at the first floor, I was
bubbling with enthusiasm and a slight fear of entering a whole new world of the corporate
world. This was my first stint in the corporate world and it has been a wonderful
experience. Being a fresher, for me corporate life was something that was just portrayed
in movies or just being heard of by my seniors. EMC gave me the first chance to
experience the corporate world for real, what it comprises of and how it functions.

 Mailing
Mailing though not anything completely new, was a different experience at EMC. I
realised that there is a difference in the way a mail is drafted for a corporate client. I had
been regular in sending mails to my fellow batch mates at Nirma University as part of the
Fiesta Club, but, there was a format that needed to be followed when sending mails in the
corporate. I was lucky to have been corrected by my mentors at every step I went wrong.
There was a reminder by them each time I made a mistake in drafting a mail. Also the
frequent mailing has helped me improve my writing abilities.
 Presentations
I am really grateful to my mentors at EMC. I was not too good and comfortable in making
power point presentations. I used to avoid making them. But a good amount of
presentations were prepared by me in the process of approaching brands for in film
placement and co branding. A lot of presentations were made customized as per the
brands which has improved my power point presentations making skills.

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 Live Calls
In the process of approaching brands for co-branding, content branding or in film
placement opportunities live calls had to be made to the brand managers, telling them
about the proposal and negotiating with the budgets. It was an excellent exercise to brush
up my soft skills as the clients had to be approached with a certain tone and it helped me
tackle some random questions that were thrown at us by the clients. I have learnt that it is
in times like these one must stay calm and use his presence of mind.
 Meetings
The first meeting that I attended was like a baby step for me as it was my very stint in the
corporate world. I was fortunate to have my first meeting experience at such an early
stage during my internship period and with a brand of HUL stature. It was an enriching
experience as I got to share the space with my mentors and the founder of the company.
Waiting in the lobby along with my team to be called for the meeting, I had hundreds of
thoughts running across my mind. I was mesmerized by the infrastructure and the work
culture at HUL. From the very start when we entered the HUL office, I started observing
my EMC team to know as to how to conduct oneself when going for a corporate meeting.
I noticed how the meeting started with a friendly talk and how Mr. Naveen Shah
smoothly pitched the whole idea. Space was given to the other party concerned to explain
their side of the story to reach a negotiation. Their ideas were acknowledged and assured
to be taken into account since this was just the initial pitch. This was necessary to assure
them of good dealing in the future. I also noticed how sir smartly handled all their queries
and explained everything ranging from the pricing, the status quo, marketing strategies to
be applied, presence of competitors and the future opportunities that are in store for these
clients in the market.
As the meeting ended, I took away with me a few lessons that will help me perform better
in the future as till now I only had theoretical knowledge about the corporate world and
this was my first live experience. Firstly dealing with time constraints, and being able
make changes in the presentation even if required an hour before the meeting and not
getting affected by the same. Secondly, doing your homework and being well prepared
with the whole pitch is important but corporate meetings are much more than that. You
may be thrown random questions by the client but convincing them calmly may sail you
through the whole thing.

Another meeting was at Adlabs office with Ms. Pooja Shetty, MD, Adlabs, regarding the
discussions of meetings that had taken place earlier with various brands to be associated with
Adlabs Imagica and Aquamaica. The minutes of the meetings with the various categories of
brands were put before the Adlabs team and inputs were taken from them to take into
consideration their viewpoints. There was some number crunching and powerpoint
presentation displaying the various ways to form an alliance with the brands.

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I was intimidated by Ms.Pooja Shetty, who is a big name in the corporate world. I was
awestruck by the way she carried herself throughout the meeting and respect her for whatever
she has achieved in her corporate career in such a short span of time. I keenly observed her
during the meeting, the way she conducted herself, took notes and participated in the
discussion. It was a great learning experience for me.

I was fortunate to have got a chance to accompany my mentors in the following meetings
of EMC that took place. Each meeting was an experience in something and had
something new to take away.
 Cornetto, HUL
 Adlabs Imagica at their Office
 Mattel with Adlabs Imagica
 Zodiac for Dil Dhadakne Do amplification

 Importance of follow up
It is something that was learnt after every mail that I sent and every response that I
received. Follow up is the key word in the media and entertainment industry. This
industry is all about numbers and probabilities and a lot of effort goes behind in
converting a deal. Follow up is something that is like mandatory and should not be
ignored at any cost.
 Patience
Every response that I got felt like a deal was done. But the fact being a response for a
query is just a simple query and is nowhere near of being a closed deal. I was
disappointed every time it happened that the client backed out after hearing the budgets. It
felt like all the effort in finding the client details and approaching them went waste. It was
then that my mentors told me that being patient is the key. All you need to do is sit back
and follow up. Never lose patience.
 HR Practices
Till now HR motivational theories were something that was just reads by me in the books.
It was during my internship at EMC that I experienced it. The team at EMC helped us in
every way possible to make us feel comfortable and the whole environment was
conducive of a friendly working environment which helped us settle early in the
organization.
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 It started with the induction which was followed by an ice breaking session with the
seniors, to make us familiar with the working of the organization and also inform us that
what was expected of us. This helped us put our energies in the right direction. The
mentees tried to ease the environment with a pinch of humour and informal talks.
It is important to socialise and therefore they took us out for dinners, movies and
organized cricket matches to provide a break from daily work.
Employee recognition is something that was followed in the office. We as interns were
asked to participate in brain storming sessions, our ideas being openly welcomed and
acknowledged. This provided a deep sense of association with the company as our ideas
were appreciated which motivated us to perform even better.
All the HR practices that were till now just written in text books could actually be related
to by me after being part of this organization.
 Co-Branded TVC
As mentioned before it was an enriching experience preparing a scratch co-branded TVC.

FUTURE STRATEGY

EMC intends to be the market leader in the media and entertainment industry and come up
with innovative branded solutions to satisfy its clients with work of superior quality and
increase its market base.

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PART D: FEEDBACK AND CONCLUSION

FEEDBACK

For these two months of internship, I came across some of my findings which the
company can look into and which can be very beneficial for them to deliver the best to their
clients. These are stated as follows:

 EMC can associate itself with some well known company to act as its in house media
agency looking after all its media promotions and advertising.
 EMC does not have a very strong presence on the social media. Social media being a
tool being used to reach the masses is an area that can be easily tapped by EMC. The
EMC Facebook page and Youtube channel needs to be reworked and other tools such
as a twitter or an instagram account can be developed.
 EMC can diversify into other areas of media and entertainment like fully fledged
advertisements as well.

CONCLUSION

These two months of internship at EMC can be summed up as the most enriching two
months of my life. The media and entertainment industry has a lot to offer and every day
was a new learning experience for me. With this first experience in the corporate world, I
have come more knowledgeable and confident as a person.

SAILLA KAPUR SECTION-A 141143 | SUMMER INTERNSHIP (2014-2016)

SAILLA KAPUR SECTION-A 141143 | SUMMER INTERNSHIP (2014-2016)