Industrial Internship

Program

Guide:

Albert Pereira

By:

Uday Vir Singh Rana

Flow of Presentation

Organization
Marketing & Advertising
Modus Operandi
Clients handled
Observations
Conclusion
MIO DIGITAL

Organization

Mio : Mutation at its best

Mio is a new-age hybrid & fluid communication solution provider. All arms of the
marketing communication process meshed together seamlessly. Adept equally
at conversation starter nuggets and mass megaphone push initiatives. Mio has
an uninterrupted orientation to respond and bring the brand persona alive
through action and behavior. As a matter of practice, the design, the brand and
the digital lenses are worn on all brand initiatives. Mio is live, real time and
fiercely creative.

MIO DIGITAL

Mio Design

360 Degree Marketing Solutions Company

Organization Structure

Values & Beliefs

Services

MIO DIGITAL

360 Degree Marketing Solutions

MIO DIGITAL

Company

MIO DIGITAL

Organization Structure

BISWAJIT DHAR

Co-Founder & Business Head

ABBAS BHOPALWALA

Founder

ALBERT PEREIRA

Co-Founder & Business Head

SIDDHARTHA DUTTA

Co-Founder & Creative Head

MIO DIGITAL

Services

INFLUENCER
RELATIONS
& ADVOCACY
ONLINE
REPUTATION
MANAGEMENT

ONLINE PR
DIGITAL & SOCIAL
MEDIA STRATEGIC
CONSULTANCY

ONLINE
CHANNEL
MANAGEMENT

ONLINE & WORD

OF MOUTH
MARKETING

MIO DIGITAL

Marketing & Advertising

Business-on-the-go

11

Traditional Advertising

Marketing has changed

Objectives of Advertising (SEO, SEM etc.)

Online Advertising

CPM, CPC & CPA

Social Media

MIO DIGITAL

Traditional Advertising

12

An advantage of being physical which people don't forget easily

The reach is too low
The performance cannot be calculated anytime
There is no way to track if the users heard/saw the ads
Time is always a constraint
It takes time to make changes to the ads
Costly (Banners, ads, etc.)

MIO DIGITAL

Marketing has changed

Marketing team becomes Research department

Business has to change to accommodate the Use of Social Media
Marketing department becomes Media and Education department
Spending the marketing Money is different
Even the Four P's have changed:

13

Experience
Everyplace
Exchange
Evangelism

People have changed

MIO DIGITAL

Advertising Objectives

14

Promoting your brand

Enhancing client engagement Developing relationships with
prospects
Increasing offline and online sales
Generating leads
Stressing your brand message

MIO DIGITAL

Online Advertising

15

Also called "Internet marketing"

Digital advertising includes promotional advertisements and
messages delivered through:

Email
Social media websites
Online advertising on search engines and
Banner ads on mobile or Web sites

MIO DIGITAL

Modus Operandi

The System

17

Understanding of Advertising agency

Understanding the customer needs

Decoding the Brief

Research and Strategizing

Pitching the Clients

MIO DIGITAL

Understanding of Advertising agency

Account Management
Creative Team
Researchers
Media Planners

MIO DIGITAL

18

Understanding the customer needs

Who they are

What they do
Why they buy
When they buy
How they buy
How much money they have
What makes them feel good about buying
What they expect of you
What they think about you
What they think about your competitors

MIO DIGITAL

19

Decoding the Brief

A problem for most

Client service people as gatekeepers
Moving forward
Clear, to the point, relevant
Should be understandable to a layman too

MIO DIGITAL

20

Research and Strategizing

Purpose
Pace
Pulse of the market
Prototype

MIO DIGITAL

21

Pitching the Clients

Make the first impression count

Identify the problem your company solves
Get the chemistry right
Offer proof and a plan
Know when to stop and listen
Show, don't tell
Get to the point
Show passion or stay home

MIO DIGITAL

22

Clients Handled

24

MIO DIGITAL

RELIANCE LIFE INSURANCE

ONLINE TERM PLAN

#FamilyKaFarishta Campaign
Objective: Launch Reliance term plan : The 12th entrant into the already
crowded market.
Category: Numerous number plays across players. Claiming really low
premiums for a high cover.
Challenge: Break the clutter of price propositions across the net for Term
Insurance.
Insight: You have always wanted the best for your family. Now is the time to
cast your promise in stone.
Proposition: Be your #FamilyKaFarishta. Reliance launches India's Lowest
Term Plan
MIO DIGITAL

26

27

Execution:
#FamilyKaFarishta being the centre point of all communication
Banner advertising across properties
High traffic road blocks across sites : Site Captures
A extensive range of emailers
YouTube and Banner ads : 7 films promoted across content relevant
searches and sites
Television commercial as an adaptation from digital strategy and execution
Posts on Facebook and Twitter
Results :
Reliance in now the no. 4 in Term insurance. (3 month time frame) And
climbing.
MIO DIGITAL

Animated Banners to promote Reliance Online Term

MIO DIGITAL

28

Few of the several mailers created to promote

Reliance Online Term Plan

MIO DIGITAL

29

Few of the several mailers created to promote

Reliance Online Term Plan

MIO DIGITAL

30

Few grabs from the online films

MIO DIGITAL

31

Bajaj Avenger

What We Started With

Objectives

We set out to
target

Insight

Proposition

Unify the Avengerians

online

Amplify the sentiments

of the core customer:
About the Avenger &
Cruising

Brand Advocates

Expand the community

to Avenger aspirants
and those looking for
the cruiser experience

Cruiser Enthusiasts

The Journey Is The Destination.

Revive the feel like
God sentiment by
celebrating the iconic
Avenger

Establish Avenger United

(Bajaj Avenger Official)

MIO DIGITAL

Own the journey

through our
communicational efforts

33

Bajaj Avenger
The Launch

Avenger United

Launch of the official Avenger community

MIO DIGITAL

35

And the reaction

MIO DIGITAL

36

How we started?

37

On Ground:
- Limited supply
- Usage issues

The Real
Destination

MIO DIGITAL

True
Avengerian?

In search of content

Cruising Through South

Ride To Rameshwaram with

BAC
39

AU Inaugural Ride To
Wayanad

MIO DIGITAL

Being a surgical
oncologist is
stressful. So
whenever I want
to calm myself
down, I ride.

Before marriage, I
customized the pillion
seat for my wife. Even
after covering 1500
Kms, she was excited
for the next 1000
kms.

- Dr. Anand Raja,

Surgical Oncologist

- Siddharth, BAC CoFounder & IT Professional

BAC rides are mainly

about formation
rides. We alter our
formations according
to the roads and
traffic.
-Shivram Kumar, CS

I love to
customize
my bike.
Small ones
but I do
something
every
weekend.
- Salman, IT
Professional

MIO DIGITAL

40

Facebook/Twitter
What we spoke about

Road Trips

MIO DIGITAL

42

Road Trips

MIO DIGITAL

43

Riding Quotes

MIO DIGITAL

44

Riders Preferences

MIO DIGITAL

45

#PicOfTheWeek

MIO DIGITAL

46

Ask The Avengerians !

MIO DIGITAL

47

Praise The Avenger

MIO DIGITAL

48

RESULT

Performance
Facebook:
1.93 Lakh Fans
5.5 Million People Reached
1.4 lakh post likes, 1780 comments & 815 shares
Average Post Reach To 13k People
Average daily engagement with 1900 people
600+ images received from
Twitter:
1260 Followers
Average ER at 5.5%
2200 Profile Visits

MIO DIGITAL

50

Findings

51

Evolved and highly interactive audience

Keen on sharing riding pictures, tips, experiences
Willingness to belong to the official AU Club
Brand acknowledgement boost participation

MIO DIGITAL

Brand replies encourage interaction

Few but passionate & enthusiastic followers
Eager to share their stories, achievements &
experiences (regularly & pro-actively)

Observations

Learning and Experiences

Client Relationships

Managing Creatives

Pitching the clients

Research and analysis

Digital Platforms

Introduction to SEO/SEM

53

MIO DIGITAL

Conclusion

Conclusion and Recommendation

Internet Penetration

World Becoming Digital

Awareness through educational platforms

MIO DIGITAL

55

Internet Penetration

56

MIO DIGITAL

World Becoming Digital

57

MIO DIGITAL

Awareness through educational platforms

MIO DIGITAL

58

Thank
You