Assignment Part 1:

Sadguru, founder of the Isha Foundation wishes to revamp the entire page of Sadhguru on
Instagram and Facebook. The foundation wishes to target the younger audience with more
simple content and open them up towards spirituality. 

You are expected to ideate for a 15 day campaign targeting the audience between the age of
18-30. You are required to prepare a content mix related to the personality of Sadguru which
will help achieve this. 

PLAN:
Idea behind campaigns:
The motive is to reach today’s youth, using the platforms they explore the most and in ways they
consume data the most. Keeping this scenario in mind, here are a few campaigns I’d run for duration
of 15 days to reach maximum target audience:

1) Visual Video Content: The idea is to Highlight the Aashram, not just as a spiritual destination,
but also as a must visit for travellers. We shall shoot the venue and showcase it as visually appealing
as possible - Drone shots, events snips etc:

2) Do you feel __ Campaign: The idea is to highlight major issues that today’s youth faces.
“Do you feel anxious”? “Do you feel you overthink”?
And what follows this question -text based artwork, is either a video or a blog, with words by
Sadguru (which already exist on his youtube as well as snippets of book)

3) Famous quotes by Sadhguru – Textual ads as well as creatives have proven to work really well for
the youth oriented audience. Sadguru is known for his wise words and highlighting them will help
convert one time readers/scrollers to actuslly check our page/website.
This is something that the current social media doesn’t seem to have.

4) Utilising Youth & Truth Page (https://isha.sadhguru.org/in/en/youth-n-truth)

Youth & Truth is an existing page on Isha’s website. It has some beautiful questions being answered
by the man himself. This includes some questions by celebrities. The same should be highlighted on
social media platforms, which then direct people to the website.
The website is already pretty youth oriented. It makes the process of conversion easier.

5) Yoga for Youth : Another existing page on the website which could have a huge impact on our
target audience if executed well. We can have visually attracting creatives talking about yoga and its
benefits with examples of actual people who yoga has been helpful to.

6) Outreach Program for College Students: A lot of modern day arts college like Symbiosis, FLAME
etc: have an outreach program. Isha could run a youth outreach program, where via social media we
 reach out to the target audience and give them an added option and benefit of joining us for their
Global Outreach Programs.

Assignment Part 2:
Sadhgurus book The Inner Engineering is launching its second version soon. Kindly suggest
an ad spend campaign on different platforms and content leading to the launch date. 
Ad budget - 15 lakhs. 

PLAN:
Idea behind campaigns:
Motive here is to run a performance marketing campaign on various digital platforms to promote
the upcoming book by Sadguru.
Step 1: Before we make any spends, we have to make sure our backend is set. Our website is
operational with all the required information including ways to contact and same is updated on
social media as well.
Another activity without an actual spend, could be to ask people who have read the 1 st book, to
leave a review and get 10% off on the new book.
Moving on to spends. 

We will be dividing the spends as follows:

Adwords - 3.5L
Facebook - 2.5L
Amazon - 5L
Youtube - 3L
Taboola - 1L

Adwords have been forever effective to see conversions and track the same on most products
including print media. Spending a majority portion on the same will help us reach maximum amount
of people, just before the book launch.

Tying up with amazon to sell our book will be a great boost. Running campaigns on amazon,
including pre-booking would be a great activity to help boost sales and also have an understanding
of what kond of ROI one can expect.

Youtube ads especially targeted to people who have been consuming videos of Sadguru, or
spirituality in general is a great idea.
Similar targeting can be used on facebook as well.

Taboola is a beautiful platform that one can use to reach out to people who are interested in reading
especially and hence a specific chunk of budget for the same.
 EXTRA INPUTS:
While the same has not been mentioned in the assignment, I’d still like to add on an additional
activity for promoting sadguru, his books and Isha foundation in general.

The activity is PR.

This will include a Press-Conference, 3-5 articles on major publications and an affiliate
marketing/influencer marketing campaign with the right people (eg: Twinkle Khanna, who as a good
fan-base of readers)

The same would cost about 5-7L