MEDIA STRATEGY PRESENTATION

ANWAR BUILDING MATERIALS

 AGENDA FOR TODAY

1. CEMENT CATEGORY

2. STEEL CATEGORY
BRIEF CATEGORY UNDERSTANDING
3. CEMENT SHEET

4. PIPE
1. CEMENT CATEGORY

2. STEEL CATEGORY
2023: TOPLIE MEDIA APPROACH
3. CEMENT SHEET

4. PIPE
POWERED BY GROUPM
FOR UNRIVALLED
HELLO. WE ARE WAVEMAKER
INVESTMENT POWER. Our size means we offer more value, more
flexibility and exclusive opportunities

Our scale brings superior market knowledge,

which benefits our brands

60%+ We’re the largest global media spender

with Google and Facebook

market share We are transparent, audited and true to our

commitment

Source: GroupM Internal estimation – BD market

 PRICING
PLATFORMS
PARTNERSHIPS

ESTABLISHMENT IN DATA
BANGLADESH. TECHNOLOGY

CONTENT
SPORTS
EXPERIENTIAL
 PROVOKING GROWTH FOR SOME OF THE MOST ICONIC
BRANDS IN BANGLADESH

WITH WORLD-CLASS EXPERTISE WORLD’S 5TH LARGEST NETWORK

Australia China France Germany India Italy
Media Precision
Outcome-based planning Consumer-centric strategies #3 #5 #2 #6 #2 #1
and deployment of all media, for everchanging role of media
accountable to generating Media
Netherlands Poland Russia Spain UK USA
maximum ROI Technology #2 #4 #9 #11 #2 #9
Content World-class content & experiences
Content & Creative planning, that help brands connect with their
development audiences and enrich the Purchase Bangladesh #2
including Digital, Experiential Journey

IN EVERY CORNER OF THE GLOBE WAVEMAKER BANGLADESH CLIENT LIST

7,200 120
people offices

88 $13b
countries billings

Agency ranking Source: COMvergence & GroupM BD internal estimation

AWARDS THAT MADE US TO GO AN EXTRA MILE!

2021 2022
Category Award Category Award Category Award
Best Use of Radio Silver Best Use of Facebook Silver Most Effective Use of Media Bronze
Best Use of Digital Media Silver Efficacy Silver
Most Effective Use of Media Silver
Best Media Innovation Bronze
Most Effective Use of Media Bronze
BRIEF MEDIA LANDSCAPE

7
 TV IS HIGHEST REACH MEDIA ,INTERNET IS THE FASTEST GROWING,
OTHER MEDIA ARE MORE OR LESS STAGNANT

3%

EXPOSED TO TV EXPOSED TO CNS TV SINGLE TV HOUSEHOLD EXPOSED TO RADIO

84% 94% 96% 13%

92% 79%

READ ONLINE
EXPOSED TO PRESS NEWSPAPER EXPOSED TO INTERNET
18% 25% 47%

5%

OWNERSHIP OF MOBILE
EXPOSED TO BILLBOARD CINEPLEX GOERS WITH CONNECTION
9.2% 0.8% 79.4%

Source: National Media Survey (NMS’21)

TV IS STILL GROWING | TV & DIGITAL IS THE BEST MATCH

% shares of media 2020 2021 2022 2023(f)

Television 56.2% 55.6% 53.7% 52.2%

Newspapers 16.0% 15.0% 14.0% 14.0%

Internet 22.0% 25.0% 28.0% 30.0%

Outdoor 4.5% 3.5% 3.5% 3.0%

Dominant Exposure
36% of Audience are only exposed to television
Radio 1.0% 0.8% 0.7% 0.7% (don’t have exposure to any other media)

Single TV household dominates

MEDIA COMBINATION: REACH%
96% Single TV Households | 94% TV HH: C&S
100 connection
89.9
90 85.1 84.6 Print is dominated by two Newspapers
80
Top 2 Newspapers can reach 50% of the print readers
More than 70% rely on Hard copy
70

60 Internet: Major portion belongs to DHK & CTG

71% internet user from DHK & CTG
50
90%+ social media access from mobile
TV & Press TV & Radio TV & Digital
Youth centric: (80%+) : 15-34 years

Source: NMS’21 , Facebook Audience Insights, GroupM TYNY.

Digital Media Landscape- Social, Major Reach Driving Platform, YT is the Leading Video Platform

52.5Mln 34.5 Mln 5.1 Mln 3.2 Mln

Population split – Division wise
Khul 7%

• Youth centric 15-34 years (85%+) Rang 5%

• 71% internet users come from Dhaka & CTG division Raj 7%
• Male Female : 70%:30%
Syl 8%
• 90%+ Social media access through Mobile
Bari 2%
• Video on rise: YouTube is the main driver ~180%
increase in views (YoY) CTG 19%

• YT Top genres – Entertainment, Music, Food, lifestyle DHK 52%

consists (85%+) views
0% 10% 20% 30% 40% 50% 60%

Source: Hootsuite: Wearesocial-, NMS’21, Facebook Audience Insights. MFS – Bangladesh Bank, Financial Express.
ONLINE NEWS PUBLISHERS ARE GENERATING HUGE TRAFFIC AND NEWS
READERS
January 2022
Portal Total Users- 6 Months

prothomalo.com 60,780,000
bdnews24.com 47,153,299
kalerkantho.com 35,406,372
banglanews24.com 24,643,698
jugantor.com 19,470,586
banglatribune.com 11,164,111
jagonews24.com 10,868,619
bd-pratidin.com 8,341,971
• Prothom-Alo is the top searched Online news portal.
• Apart from that all top portal has noticed high number of samakal.com 8,104,570
visitors priyo.com 5,065,012
daily-sun.com 5,415,778

Source: Google Trends, Google Analytics of publishers

 WHOM WE ARE TALKING TO
MEDIA TG FOR CEMENT & STEEL
Media
25+ M SEC: ABC All 15+ base
Exposure

TV 88% 84%
Print 47% 18% 95.70
88.80 90.80
87.70
Radio 21% 13%
Internet 72% 47%
TV TV + Radio TV+ Press TV + Internet

TV & Internet are the major reached media for the TG and best fit to deliver incremental reach

TG SIZE 14 Million
CATEGORY: STEEL
WHAT OUR COMPETITIONS
ARE DOING IN MEDIA?
CATEGORY IS HEAVY IN BOTH INTO PRESS & TV SIDE BY SIDE
GPH Ispat is leading in the category (31% Spend)

MOM SPEND TREND

60
VS
VS
-12% Q2 50
Q3
-9% 40
15
-21% Press
VS 27
14 7
Q1
30
10 8
10
17 6 11 20 TV
11 15
29 27 31
20 23 20 10
17 17 15
12 13 11
0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Spend in MN

ANWAR ISPAT GPH Ispat 120

Total Category TV
Press Spend
9.30 MN BSRM 91
61%
39% Abul Khair Steel 66
387 MN
KSRM 29
Baizid Steel 15
Source: Ryans Archive, GroupM TVR Tool
GPH ISPAT HOLDS THE MAJOR SOV FOLLOWED BY BSRM
BSRM HAS MOST POSITIVE ROI IN THE CATEGORY

SOV SOE
27% 29% 2022 FY
19% 16%
Category Spend: 235 MN
23% 3%
2% 6% 6% 28%
24% 18% Category GRP: 9,915

Category CPRP: 11,062

GPH Ispat Abul Khair Steel BSRM Baizid Steel Anwar Ispat Others

BRAND TV SPEND GRP SPOTS AIRED Monthly avg 1+ CPRP WOA

(Mn) REACH
GPH Ispat 66.98 3,099 21,833 46% 11,682 52
Abul Khair 66.34 2,279 22,376 44% 13,575 36
Steel
BSRM 43.35 1,381 10,112 25% 8,680 51
Baizid Steel 15.14 494 6,979 15% 11,678 22
Anwar Ispat 6.47 317 4,246 13% 19,074 12

Source: Ryans Archive, GroupM TVR Tool

WHERE KEY PLAYERS ARE INVESTING IN TV

Category channel preference Category channel preference

40% 50% 50% 60%
45% 45%
35% 50%
40% 40%
30% 35%
35% 40%
25% 30%
30%
25% 30%
20% 25%
20%
15% 20% 15% 20%
15% 10%
10% 10%
10% 5%
5% 5% 0% 0%
0% 0% Talk
News Sports Drama Music Movie Others
News Tier 1 GEC Low Tier Sports Show
Spend % 34% 35% 11% 4% 16% Spend % 47% 16% 14% 15% 2% 2% 3%
GRP % 44% 22% 12% 9% 13% GRP % 54% 14% 11% 8% 2% 6% 5%

Spend % GRP % Spend % GRP %

• News and Tier 1 are most preferred cluster for top
brands
• Higher investment in Tier 1 though return are less
• News, Tier 1 and Sports contributes 85% of the
category investment
• News delivers most than other genre
• Drama consumption are lowers and hence
delivered least
• Sports- Selective approach can deliver positive
ROI

Source: Ryans Archive, GroupM TVR Tool

GPH ISPAT IS THE TOP SPENDER IN NEWSPAPER
(35% OF CATEGORY SPEND)

Number o f
Spend (MN) Newspapers Spent 67% in top 3 Newspapers
insertions
Prothom-Alo, Bangladesh Portidin
GPH Ispat 1,080 53 19 & Daily Star

Number o f
Spend (MN) Newspapers Spent 85% in top 3 Newspapers
insertions
Prothom-Alo, Bangladesh Portidin
BSRM 492 47 22 & Daily Star

Number o f
Spend (MN) Newspapers Spent 58% in top 3 Newspapers
insertions
Prothom-Alo, Bangladesh Portidin
KSRM 755 29 42 & Daily Star

Number o f
Spend (MN) Newspapers
insertions
Didn’t invest in top Newspapers
Anwar Ispat 121 2.8 13

Prothom Alo, Daily Star and BD Protidin are the major focus for the category
TAKE OUT TO LAY OUT PLAN

• Anwar Ispat has low continuity • High involve and competitive

• Anwar Ispat has reached less where as other brands are more media landscape
than key players like BSRM, AKS active in WOA • Top brands select specific Genre
and GPH • Anwar Ispat: 12 WOA – lowest in and selective in placement
the category top players

KEY TAKE OUT

REACH CONTINUITY IMPACT

• Effective sustenance plan . • Impactful media properties
• Reaching more audience through aligning with brand proposition.
major burst • Ensuring continuity to ensure • Cricket, News property are key
consideration and TOMA priority

KEY LAYOUT PLAN

KEY MEDIA PRIORITIES FOR 2023

CORE

Core task is to create awareness

through brilliant basics – Optimum
reach & frequency through burst
Core: Create Awareness Plan

Core+: Create relevance

CORE+

Create relevance through value

driven ideas and properties align
with brand proposition
 STRATEGIC PRIORITIES IN 2023

CORE CORE+
Reach through Media burst Maintainance & Continuity

▪ Optimum maintenance plan to

▪ 12 weeks burst plan
hold the hype
▪ Reaching more than 60% of the
▪ Selective: Cricket & News
TG
consumption
▪ Broader channel basket
▪ Lower channel basket
▪ Key Enabler: reach building and
▪ Key Enabler: frequency &
higher TOMA
impact

PLAN TO REACH PLAN TO SUSTAIN

ANWAR ISPAT BURST TV PLAN

TV Deliverables

14 Channels

12 Weeks

696 GRP

20 sec ACD

69% @ 1+ & 53% @ 3+

Total Net Cost: 13.68 MN

LONGTERM AMPLIFICATIONS
Refining our focus into News!
All the mid breaks don’t promise the same viewership.

News Channel List Before News MB1 MB2 MB3

Somoy TV 0.08 0.09 0.08 0.08
Ekattor TV 0.05 0.06 0.04 0.05
Independent TV 0.04 0.05 0.02 0.03
Channel 24 0.03 0.05 0.02 0.02
Jamuna TV 0.03 0.05 0.03 0.03
News24 0.02 0.03 0.03 0.03
ATN NEWS 0.02 0.02 0.01 0.02

1st Mid break generates 30% More viewership on an AVG.

Only 1st Mid Breaks will be considered!

Specific 1st MB placement

Source: MX4 24
SUPER BREAK CREATION WITH BREAK CARD
❑ BD Media is ❑ Super break will
❑ To Make the
cluttered than
spend Effective, be created along
ever, making it
difficult to be Super Break with the break
effective plays a vital role Card

Super Break will be created in Talk shows & News

STEP 3

Same Modality
STEP 2 Continues when
After the Break that program will
Card, TVC will be come back from
STEP 1
aired as 1st spot of Break
After End of the MB
program Content,
There would be
Break Card of 5
seconder

Parked Budget: Net 2.5 MN/Month

NEWS HEADLINE BRANDING IN TOP NEWS CHANNELS

News Headline are the 1st and major crucial segment of the News

1 news channel will be selected

Intro of the
segment

5 sec TVC will

be added Extro of the
with the segment
headline

Parked Budget: Net 1.5 MN/Month

DRIVING VISIBILITY
IN CONTENT OOH
1 virtual billboard of Anwar Ispat will be
shown on each episode during popular
dubbed content in Deepto TV
In between one sequence to another
sequence- 5 sec virtual billboard will be
show
Parked Budget: Net 2.0 MN/Month
OLD SCHOOL “PIP”
To increase brand visibility- PIP plays
key role in election year where
maximum eyeball will be towards TV
News
PIP in 2-3 News channels for 3 months
period
Parked Budget: Net 0.5 MN/Month
 RIDING ON COUNTRY’S 1ST EVER METRO RAIL:
Bangladesh is going to celebrate the biggest project in
Dhaka “ Metro rail” by end of this year

OPPORTUNITIES • Thousand of passengers will be travelling to

this Metro rail in Dhaka
• Massive footfall can bring opportunities in
OOH over Metro Rail

IDEA • Long terms Metro rail station branding for

Maggi
• 6 months branding i.e.: ticket counter,
platform and IN/OUT gate branding

Cost depends on the negotiation after getting confirmation from the cleint
BELOW MAST HEAD IN PROTHOM ALO BACK PAGE

➢ Every Sunday, 1st week and last week

➢ 6 insertions in 3 months

➢ Size: 6 col 1 inch

➢ Newspaper: Prothom Alo

➢ Page: Back page

➢ Net Cost: 2.2 Mn BDT

Cost are tentative: it may vary after final negotiation

 In Car Branding
Ride Sharing Car

Core Idea
Ad placement inside Ride Sharing Car will be effective to
connect TG at best for 30 Days.

Location
Dhaka and Chattogram City

Quantity
Dhaka: 30 Cars, Chattogram: 20 Cars

Cost depends on negotiation after getting approval

CEMENT CATEGORY
CATEGORY INVESTED HEAVILY IN PRESS THAN TV (22% point more investment)
Shah Cement is leading in the category (34% Spend)

MOM SPEND TREND

TOTAL 45
VS
Q2 32 PLAYERS 40

60%

48%
60%
35
30
VS VS
Q1 30 Q3 25
Press TV
20
7 15
11
4 10
10 8 6
8 5 6 6 12
9 11 5 5
7 5 6
3 3 3 4 3 3
0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Spend in MN

Shah 60.05

Total Category TV Metrocom 16.38

Press Spend ANWAR cement
39%
61% Supercrete 15.92 6.61 MN
176 MN
Premier 13.95

Deshbaondhu 10.45
Source: MX4, Ryans Archive, GroupM TVR Tool
SHAH CEMENT HOLDS THE MAJOR SOV FOLLOWED BY SUPERCRETE
Supercrete reached the highest!
SOV SOE
3% 2% 1%
2%
5%
5% 2022 FY
7%
14%
40% 40% Category Spend: 69 MN
21%
Category GRP: 2,015
24%
13% Category CPRP: 8,737
23%

Shah Cement Metrocem Cement Supercrete Cement Anwar Cement

Holcim Bengal Cement Other

Brand TV Budget GRP Spots 1+ AVG Reach

Shah 27.48 277 5216 13%

Metrocom 16.26 269 1323 11%

Supercrete 14.65 669 3823 34%

Anwar 4.85 384 3152 14%

Source: Ryans Archive Discounted Dabur Rate, GroupM TVR tool.

SHAH CEMENT IS THE TOP SPENDER IN PRESS INDUSTRY
(31% OF CATEGORY SPEND)

Number o f Spend Newspap

Spent 99% in top 2 Newspapers
insertions (MN) ers Daily Star & Prothom Alo
Shah
368 33 5

Number o f Spend Newspap Spent 88% in top 2 Newspapers

insertions (MN) ers Prothom-Alo & Bangladesh
Premier
227 14 9 Portidin

Number o f Spend Newspap

insertions (MN) ers
Deshbondhu Majority Spent in Ajkaler Khobor
239 10 3
with first page insertion

Number o f Spend Newspap

insertions (MN) ers Spent 80% in top Newspaper
Fresh
14 10 6 Prothom-Alo

Number o f Spend Newspap

insertions (MN) ers Spent 74% in 2 Newspapers
Boshundhara Bangladesh Portidin & Kaler
36 8 13
Kantho.
Source: Ryans Archive, Group M Discounted
LAUNCHING OBJECTIVE

Campaign Objective
Create massive awareness of Anwar
cement to the target IHBs.
Media Objective
• Ensure ~40% @ 3+ in burst 1
• Maintaining with impactful properties Reach
+
Impact
WHAT COMES IN 2023
-IS A BLAST CONSIDERING IMPACTFUL EVENTS!

National Election A year of Cricket

Election hype has already begun!
Every major brands will come to
associate with it.
With Anwar Cement we are
planning to-
Sports heavy year with 59% (~215)
of days
With Anwar Cement we are
planning to-
1. Selective approach in cricket

1. Association with TV News

WHERE CAN WE FIND THE TG?

25+ M ABC 15+ All Viewership is higher across daypart

Genre TG Affinity
TVR TVR 0.14
Talk Show 0.07 0.04 163% 0.12
124% higher affinity
0.10
in morning
0.08
News 0.07 0.05 141%
0.06
0.04
Serial & Drama 0.06 0.05 120% 0.02 126% higher affinity
0.00 in peak time
Music 0.05 0.04 126% 12 1 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11
AM AM AM AM AM AM AM AM PM PM PM PM PM PM PM PM PM PM PM PM

Feature Film 0.04 0.05 80% Average of 25+ ABC TVR Average of 15+ All TVR

Talk shows and News are the Morning time is same

most preferred genre. important as the peak time.

Source:
Ryans Archive Discounted Dabur Rate, GroupM TVR tool.
ANWAR CEMENT BURST PLAN DELIVERABLES

TV Deliverables

14 Channels

6 Weeks

600 GRP

20 sec ACD

55% @ 1+ & 42% Reach @ 3+

Total Net Cost: 8.6 MN

LONGTERM AMPLIFICATIONS
Refining our focus into News!
All the mid breaks don’t promise the same viewership.

News Channel List Before News MB1 MB2 MB3

Somoy TV 0.08 0.09 0.08 0.08
Ekattor TV 0.05 0.06 0.04 0.05
Independent TV 0.04 0.05 0.02 0.03
Channel 24 0.03 0.05 0.02 0.02
Jamuna TV 0.03 0.05 0.03 0.03
News24 0.02 0.03 0.03 0.03
ATN NEWS 0.02 0.02 0.01 0.02

1st Mid break generates 30% More viewership on an AVG.

Only 1st Mid Breaks will be considered!

Specific 1st MB placement

Source: MX4 40
Lead news pop up U – Shape Placement as POP UP
✓ L Shape will be
Channel: Channel 24 (News Channel)
✓ Lead News are placed in ✓ Just when lead
most preferred innovative News will start,
news segment position like L Shape will
in News during lead take place
News

0.09
0.07
0.06
0.05

MB 1 MB 2 MB 3 Other
Avg TVR

✓ Lead news is the most popular segment of a News

✓ Mid break 1 always generates better viewership than other
mdi breaks
✓ Pop up will be placed within the lead News

Parked Budget for 1st 4 Weeks: Net 1.5 MN Parked Budget for 1st 2 Weeks: Net 2.0 MN
Source: Ryans Archive Discounted Dabur Rate, GroupM TVR tool.
Special Branding of Talk shows!
Jointly branded by both Cement and steel

With coming election, Talk shows will generate more viewership

IHBs are more into talk shows & news compare to other TG

Visibility

Branding

Talk shows

Association

Parked Budget: Net 0.7 MN/Month

Special SPOT AD placement in newspapers

Considered Newspapers:
1. Prothom Alo
2. BD Proditin
ANWAR
3. 16 insertions each/month
alternatively

4. 3 months deal

Parked Budget: Net 3.6 MN

3D PLACEMENTS IN NEWS ONLY
OOH: HOLOGRAPHIC PLACEMENT
 WHOM WE ARE TALKING TO
MEDIA TG FOR CEMENT SHEET & PIPE
Media
25+ M SEC: BCDE All 15+ base
Exposure

TV 84% 84%
89.50
Print 26% 18% 84.80 85.70
84.00
Radio 15% 13%
Internet 43% 47% TV TV + Radio TV+ Press TV + Internet

TV & Internet are the major reached media for the TG and best fit to deliver incremental reach

TG SIZE 39
Million
POLYMER PIPE CATEGORY
 WHAT OUR
COMPETITIONS ARE
DOING IN MEDIA?
CATEGORY RELY ON TV

MOM SPEND TREND

10
TOTAL 9
10 PLAYERS 8

VS VS 7
VS
Q1 Q2 Q3 6 Press
5
9.1
7.8 8.2 4
7.3
0.1 3 TV
5.6
4.7
2
2.7 3.0 3.1 2.5
0.0 1
1.0 0.9
0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Spend in MN
A1 PIPES
Total Category Vigo 19.0
TV 7.80 MN
Spend 100% RFL SWR 14.5
56 MN RFL UPVC 9.3
A1 Pipes 7.80
Source: Ryans Archive, GroupM TVR Tool
VIGO SPENT THE MOST IN THE CATEGORY
AI PIPES HAD HIGHER CPRP IN THE CATEGORY SUGGESTING SCOPE TO OPTIMIZE MORE

SOV SOE
9%
19% 29% 34%
2022 FY
14%
8% 30% Category Spend: 55.9 MN
14% 17% 26%

Category GRP: 4,193

Category CPRP: 9,213

Vigo RFL SWR RFL uPVC A1 Pipes Others

BRAND Spend GRP Spots Aired CPRP WOA

Vigo 19.0 958 9,375 10,647 12
RFL SWR 14.5 923 14,980 8,040 12
RFL uPVC 9.3 769 7311 10,937 19
A1 Pipes 7.80 406 4530 16,721 19
Others 5.2 1138 19,891 6,603 28

Source: Ryans Archive, GroupM TVR Tool

HOW POLYMER CATEGORY IS DIFFERENT THAN STEEL & CEMENT IN
TERMS OF GENRE PREFERENCE

Genre Preference 25+ M BCDE

Genre 25+ M ABC TVR TG Affinity
50% TVR
45%
Talk Show 0.07 0.05 71%
40%
35% News 0.07 0.06 86%
30% Serial & Drama 0.06 0.06 100%
25% Music 0.05 0.06 120%
20%
15%
Feature Film 0.04 0.06 150%
10%
5%
0%
Talk
News Sports
Show
Drama Music Movie Others KEY UNDERSTANDING
Steel Spend % 47% 16% 14% 15% 2% 2% 3% ➢ News was less in preference
Polymer Spend % 18% 42% 2% 8% 5% 16% 9% ▪ Considering election year and News
Steel Spend % Polymer Spend % preference, News investment should be
higher
➢ Film: High preference on Bangla film for lower SEC
group like D& E
➢ Sports is highly preferred

Source: Ryans Archive, GroupM TVR Tool

 MoM Spend Trend
7 Some of the Genre Needs to be revisited
Millions

6
5 • A1 had explore Hridoye Mati o Manus which is relevant and
4 impactful with low CPRP
3 • Sports and Music CPRP are higher than other category players
2
• Core Reach Builder like News and Film were not explored
1
-
June
February

March

November
April

May
January

July

October
September
August

December
Genre CPRP Cat
Agriculture Program 12,921 No Presence
Sports 36,445 30,483
A1 Pipes RFL SWR Pipe uPVC Vigo Musical Program 11,443 10,278

Lack of Continuity
• A1 had lack of continuity with no major burst
impact in the year
• Most of the top brands had one major burst and
then followed maintenance
• FIFA played major role for some of the brands
including A1
TAKE OUT TO LAY OUT PLAN

• A1 had reach less than other top • Rural and lower SEC audience
• Lack on Continuity to hold the
players with no major burst planning
impact through out the year
impact in the calendar year

KEY TAKE OUT

REACH CONTINUITY IMPACT

• Effective sustenance plan . • Rural & lower SEC segmented
• Reaching more audience through
• Ensuring continuity to ensure plan
major burst
• TV+OOH
consideration and TOMA

KEY LAYOUT PLAN

LAUNCHING OBJECTIVE

Campaign Objective
Create massive awareness of During
Burst plan
Media Objective
• Ensure ~45% @ 3+ in burst 1
• Maintaining with impactful properties Reach
+
Impact
A1 PIPE BURST PLAN DELIVERABLES

TV Deliverables

12 Channels

10 Weeks

657 GRP

20 sec ACD

62% @ 1+ & 45% Reach @ 3+

Total Net Cost: 11.5 MN

MAINTAINANCE PLAN APPROACH

• • Top 4 Bangla Film placement

• Selective approach in top 4 News Top 4 Agricultural program including
considering higher affinity of the TG
channels Hridoye Mati o Manus
• 8 weeks plan • 8 weeks plan
• 1st Mid break, 2nd/3rd spot placement
• Strategic spot placement: Just
• 8 weeks maintenance plan before and 2nd spot

Maintenance Budget: 6.0 Mn BDT

ANWAR CEMENT SHEET IS THE ONLY SPENDER IN CATEGORY
MOM SPEND TREND
9
VS 8
Q2 -
7
VS 6
VS
Q1
Q3
5 Press
0.12 -
7.63 4
3
TV
4.24 4.75
2
0.10
- - - 0.01 0.01 - - 1
-
0.92 0.83 0.90 0.75 0.75 0.65 0.74 0.77 0.90
0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Spent majority budget on Sports Spent 44% Budget in FIFA WC

99%
and Agricultural programs (68%) 2022
1%
Sports 44%
Anwar Cement Min Spend GRP Reach
Agriculture
Anwar Cement Sheet Spent Sheet
News 12 2.16 29 4%
Movie 8% 24%
Majority of its Budget in TV 6%
Others 18%
TV Total Spend 23.8 Mn
ANWAR CEMENT SHEET BURST PLAN DELIVERABLES

TV Deliverables

14 Channels

10 Weeks

720 GRP

20 sec ACD

64% @ 1+ & 47% Reach @ 3+

Total Net Cost: 11.5 MN

LONGTERM AMPLIFICATIONS
APPORACHING RURAL TERRITORY OF NORTH BENGAL

LOW WALL PAINTING

Inside city AUTO RICKSHA BRANDING

corporation/Porosova Sub urban area focus ▪ To target lower SEC and sub urban area. We will do auto
Northern and 6 months deal ricksha branding in major cities
southern districts ➢ Rajshahi
➢ Sirajganj
➢ Rangpur
➢ Dinajpur
➢ Kurigram
➢ Pabna
➢ Lalmonirhat
Budget will share soon
SPECIAL FEATURE IN AGRICULTURAL PROGRAM

We will feature special desk report in Owning agricultural TV news segment

3-4 to farming site in BD Top 4-5 agricultural news segment
Where Cement sheet will be endorsed placement with special super break,
with product placement PIP and presenter’s endorsement

Budget will share soon

 FULL IMPACTFUL YEAR 2023
Activity Match No. Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

BPL 2023 T20 46

IL T20 T20 34 Home Series: 4

IPL 2023 T20 74
Premier Leagues: 3
T20 3
ENG vs BD
ODI 3 Big Events: 2

Sports heavy year with 59%

IRE vs BD
T20 3
ODI 3
(~215) of days
Test 1

Cricket Event Considerations:

T20 4
BD vs IRE
ODI 3

ENG VS BD (Major Home)

AFG vs BD
T20 3
ODI 3
IPL (Biggest premier league)
Test 2

ASIA CUP (Compact action)

Asia Cup ODI 13
ICC T20 WC (Biggest event)
ODI 3
NZ vs BD
Test 2

ICC Cricket WC ODI 48

WE WILL APPROACH CRICKET AS HOUSE
OF ANWAR
Cricket Total

Net Cost Cement Steel

Tours Channel No. Planned Min
(In MN) Net Net
Tours No. Match Tours No. Match
(Cost In MN) (Cost in MN)
IPL 18 2.16 IPL 25 3
IPL 2 1 8.9 Asia Cup 3 1.5 Asia Cup 5 2.5
ICC WC 10 5 ICC WC 16 8
BD VS ENG 1 0.5 BD VS ENG 2 1

Asia Cup 2 1 6.5

Polimer pipe Cement Sheet

Net (Cost in Net
Tours No. Match Tours No. Match (Cost in
ICC WC 2 1 24.0 MN)
MN)
IPL 15 1.8
IPL 16 1.92
Asia Cup 2 1 1.5
Asia Cup 3
BD VS ICC WC 11 5.5 ICC WC 11 5.5
2 1 3.0 0.5
ENG BD VS ENG 1 BD VS ENG 2 1
ACTIVITY CALENDAR: ANWAR ISPAT
2023
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Regular TVC
WOA 12
Budget 13.68 MN
53% Reach @ 3+ Asia ICC WC
Cup

IPL WOA 2 WOA 8

BD VS ENG Budget Budget 8 MN
2.5 MN
WOA 12
Budget 4.0MN

1st Mid break News planning

Budget: 6.0 Mn Month Reach 25% @ 3+

Newspaper In Content Super Break +PIP

Below Mast head OOH Budget 3.0 Mn WOA: 6
Budget:2.2 Mn 2.0

Reg TV Budget 13.68 Press Budget 2.2

14.5
In OOH 2.0
Total Cricket Budget
MN
TV Maintenance 8.5 Total Ispat Budget 40.9
Budgets are given as net. Without VAT and AC
ACTIVITY CALENDAR: ANWAR CEMENT
2023
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Regular TVC

WOA 10
Budget 8.6 MN
42% Reach @ 3+
Asia ICC WC
Cup
IPL WOA 2 WOA 8
BD VS ENG Budget Budget 5 MN
2.16
WOA 12 MN
Budget 2.66 MN

Lead News L- Newspaper Talk Show Branding

Shape Spot Ad
Budget:1.5 MN Budget:3.6 MN Budget:2.1 MN

U-shape
Budget:2 MN
TV Burst Plan 8.6 Press 3.6

Total Cricket Budget 9.8

In
MN Total Cement Budget 33.6
TV Other 11.6
Budgets are given as net. Without VAT and AC
ACTIVITY CALENDAR: POLYMER PIPE
2023
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Regular TVC

WOA 10
Budget 11.5 MN
45% Reach @ 3+
Asia ICC WC
Cup
IPL WOA 2 WOA 8
BD VS ENG Budget 5.5 MN
Budget
WOA 12 1 MN
Budget 2.3 MN

Total Burst Budget 11.5

Total Cricket Budget 8.8 In

Total Cement Budget 26.3
MN
TV Maintenance 6.0
Budgets are given as net. Without VAT and AC
ACTIVITY CALENDAR: ANWAR CEMENT SHEET
2023
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Regular TVC

WOA 8
Budget 11.5 MN
47% Reach @ 3+
Asia ICC WC
Cup

WOA 2 WOA 8
IPL
BD VS ENG Budget 5.5 MN
Budget
1.5 MN
WOA 12
Budget 2.9 MN

Total Burst Budget 11.5

In
Total Cement Budget 21.4
Total Cricket Budget 9.92
MN
Budgets are given as net. Without VAT and AC
ANWAR MEDIA BUDGET AS A WHOLE
Change vs 2022
1+ Reach CPRP (Reg) WOA
Anwar Brand 2022 2023 2022 2023 Change 2022 2023 Change
Ispat
Ispat 13% 69% 19,074 9,770 -49% 12 44 32+

41.3 MN Cement 14% 55% 4,559 7,166 57%+ 52* 32 20*

Anwar A1 Pipe 11% 62% 16,721 7,956 -52% 19 26 7+
Cement
Cement
39% 64% 11,665 7,986 -32% 22 26 +4
Sheet
Total 2023 33.6 MN
Budget * Due to the branded content only

122.7
MN Polymer
Pipe

26.3 MN
Cement
Sheet

21.4