PRESENTING

TATA SIGMA
GO GREEN WITH ENVY
2
 2015 , marked the inception of Kolkata based start up INSIGNIA
COMMUNICATIONS. It started as a joint initiative by
ABOUT US undergraduate students of St. Xavier’s College , Kolkata - RUDRA
NARAYAN GUNIN, TIASA CHATTERJEE, AKANKSHA OJHA &
MUKTADEEP SAHA. Providing brands with marketing solutions
for Bengal has been our forte. Each time we partnered with a
client , we served our purpose, while trying to figure out how to
make our service better, simpler & faster.

We are proud to be associating with TATA MOTORS for the first

time, for the launch of TATA SIGMA and its subsequent marketing
in Bengal.

INSIGNIA COMMUNICATIONS 3
 DETAILS OF CLIENT –
TATA MOTORS

• PURPOSE - Launching TATA SIGMA in the POSITIONING STATEMENT

untapped market of compact hybrid sedans in
India and to make switching over to renewable ‘ECO – FRIENDLY & BOLD’
energy based transportation affordable.
FOR THE DECISION MAKERS OF TOMORROW,
• MARKET FOR LAUNCH – MUMBAI AUTO EXPO WHO WILL STEER THE CHANGE TODAY.
,2019 ( 20TH – 22ND FEBRUARY)
• MARKET OF SALES – PAN – INDIA
• PRODUCTION SITE – SANAND (NANO) PLANT,
GUJARAT

INSIGNIA COMMUNICATIONS 4
 SIGNATURE FEATURES
OF SIGMA

• SOLAR/PETROL HYBRID
• REDUCED ENGINE NOISE
• DCT AUTOMATIC – WITH PADDLE SHIFTERS
PRICE – STARTS FROM 6.9 LAKHS, UPTO 12
• BACKUP CAMERA WITH DYNAMIC GUIDELINES LAKHS.
• 7.1 INCH TOUCHSCREEN WITH GPS NAVIGATION
• BEST IN SEGMENT COMFORT
• WITH LITHIUM ION BATTERIES

INSIGNIA COMMUNICATIONS 5
 TARGET CUSTOMERS

1. NGOs
2. MIDDLE CLASS – UPWARDLY MOBILE
3. NEW JOB HOLDERS
4. PEOPLE WILLING TO UPGRADE TO SEDANS
5. THE YOUTH OF TODAY
6. ALL MEMBERS OF THE PARLIAMENT
(ASSURED UNDER EESL DEAL)

INSIGNIA COMMUNICATIONS 6
 MAJOR
CHALLENGES
• Removing stigma about non-
reliability of hybrid cars.
• Convincing people to switch to solar
at the same price at which they
would purchase or upgrade to a
conventional sedan.
• Before stiff competition arrives in
this untapped segment, market
penetration should be optimum.
• Convincing the youth that hybrid
cars are cool, fast and sustainable at
the same time.
INSIGNIA COMMUNICATIONS
STRATEGIES FOR
COMBAT
• Aggressive marketing on multiple platforms –
newspapers, magazines, outdoor banners, social
media & sponsored ads on the web.
• Increasing awareness about hybrid cars.
• Market Sigma as a sustainable alternative which
is flexible and comes at the same price as any
conventional petrol engine sedan.
• Lay major thrust on the need to shift gears to
SOLAR.
• For optimum market penetration, besides just
the metro city the campaign shall be taken to all
the urban/ semi-urban localities of Bengal
where there is a potential customer base.
• The campaign shall also be taken to certain
ecological hotspots , where SIGMA can be
marketed as the only alternative for maintaining
ecological balance. 7
 WHY SOLAR? WHERE INDIA STANDS

• THE FUTURE IS EITHER • INDIA IS A KEY SIGNATORY OF

GREEN OR THERE IS NO THE INTERNATIONAL SOLAR
FUTURE AT ALL. ALLIANCE.
• THE TROPIC OF CANCER , • GOVERNMENT OF INDIA HAS
PASSES ACROSS THE HEART FORMED ITS FIRST ENERGY
OF INDIA, MAKING US A SERVICE COMPANY – EESL
HIGH SOLAR-EFFICIENCY (ENERGY EFFICIENCY
COUNTRY. SERVICES LIMITED).
• THE SWITCH TO SOLAR HAS • THE CUMULATIVE SOLAR
NEVER BEEN MORE INSTALLATIONS IN INDIA
AFFORDABLE. STAND AT 25GW. THE
TARGET IS 100 GW BY 2020.

INSIGNIA COMMUNICATIONS 8
 MEDIA PLAN
OUTDOOR BILLBOARDS NEWSPAPERS & MAGAZINES
Prime locations in the Newspaper advertising costs
city , where millions less per thousand viewers
pass each day are sure than television, and owing to
to catch the fleeting frequent orders , special
moments of attention discounts have been given.
of potential customers
Magazines target niche
AGENCY - KARUKRIT audiences, guaranteeing that
the advertisement will be
considered seriously by the
viewer and that ideally gets
reflected in the sales.
INSIGNIA COMMUNICATIONS
SOCIAL MEDIA ONLINE ADVERTISEMENTS
A positive campaign It is more cost effective than
on platforms with traditional advertising and
maximum user base allows robust targeting along
can substantially boost with improving brand image.
the company’s sales as Our online advertisements will
well as image. include multiple apps in
addition to websites.
TWITTER, FACEBOOK,
INSTAGRAM APPS – Wynk, Gaana, Saavn,
Hotstar, Voot & AirtelTV
TATA MOTORS is
rebranding itself , with
SIGMA it aims to
rebuild its image as
the service providers
of a sustainable
9
future.
 OUTDOOR BILLBOARDS
KARUKRIT ADVERTISING SHALL MANAGE THE BILLBOARDS IN BOTH OOH AND DOOH FORMAT, FOR ONE FINANCIAL
QUARTER.

OOH – ( OUT OF HOME) DOOH – (DIGITAL OUT OF HOME)

48 SHEET BILLBOARD – STANDARD RESOLUTION – 1920*1080

96 SHEET BILLBOARD – LARGE 16: 9 FULL HD, LANDSCAPE

LOCATIONS OF BILLBOARDS IN EACH ZONE WILL CHANGE PER MONTH, HOWEVER A FEW LOCATIONS IN KOLKATA AND
OTHER IMPORTANT JUNCTIONS OF WEST BENGAL SHALL REMAIN CONSTANTLY FOR ALL THREE MONTHS. THE
CONSTANT LOCATIONS ARE AS FOLLOWS –
• IN KOLKATA – AIRPORT EXIT, HOWRAH & SEALDAH STATION = RS 9,50,000
• OTHER JUNCTIONS – BARDHAMAN , KHARAGPUR, NEW JALPAIGURI, ASANSOL, DURGAPUR, MURSHIDABAD – Rs.
6,00,000

INSIGNIA COMMUNICATIONS 10
INSIGNIA COMMUNICAATIONS 11
 LOCATIONS & PRICES FOR THE QUARTER
MONTH 1

NORTH SOUTH HOWRAH SALTLAKE BRIDGES OTHERS

SINTHI MORE - S IIM JOKA- S IIEST – S CHINGRIHATA MA DUNLOP – S

-L FLYOVER – L
AHIRITOLA – S SOUTH CITY BELUR NALBAN – S A.J.C. BOSE KOLKAGHAT
– DOOH MATH – S ROAD – L –S
ULTADANGA – L FORUM – L MAIDAN – L TEGHORIA – HOWRAH - L UTTARPARA
S -S
Rs. 4,50,000 Rs. 6,00,000 Rs. 3,00,000 Rs. 3,50,000 Rs. 6,00,000 Rs. 1,35,000

CONSTANT COST – Rs. 15,50,000

TOTAL = Rs. 39,85,000

INSIGNIA COMMUNICATIONS 12
 LOCATIONS & PRICES FOR THE QUARTER
MONTH 2
NORTH SOUTH HOWRAH SALTLAKE BRIDGES OTHERS

STAR THEATRE - NEW A.C MARKET MANI 2ND HALDIA

S ALIPORE- S –S SQUARE - L HOOGHLY – PORT– S
L
SHOBHABAZAR - QUEST – BOTANICAL CENTRAL NIVEDITA KHARAGPU
S DOOH GARDENS – PARK– S SETU – L R IIT – S
S
BAGUIHATI – L METRO ANDUL– L HYATT – L DHAKURIA - DURGAPUR
CASH& L CITY
CARRY– L CENTRE - S
Rs. 4,50,000 Rs.7 ,00,000 Rs. 1,50,000 Rs. 6,00,000 Rs. 4,00,000 Rs. 1,35,000

CONSTANT COST – Rs. 15,50,000

TOTAL = Rs. 39,85,000

INSIGNIA COMMUNICATIONS 13
 LOCATIONS & PRICES FOR THE QUARTER
MONTH 3
NORTH SOUTH HOWRAH SALTLAKE BRIDGES OTHERS

PRINCEP GHAT – EKBALPORE RANGOLI CITY CENTRE HOWRAH – CHANDERN

S CROSSING- MALL – S I- L L AGORE– S
S
BAGHBAZAR ACROPOLIS BANDHA HIDCO MA ASANSOL
GHAT - S MALL – GHAT– S CROSSING– FLYOVER– L SOLAR
DOOH S STATION – S
SHYAMBAZAR PATULI FIRE DAKSHINES ECO PARK – SUKANTA SILIGURI
CROSSING – L STATION– L HWAR – L L SETU - L MARKET- S
Rs. 4,50,000 Rs.4,50,000 Rs. 3,00,000 Rs. 6,00,000 Rs. 5,00,000 Rs. 1,50,000

CONSTANT COST – Rs. 15,50,000

TOTAL = Rs. 40,00,000

INSIGNIA COMMUNICATIONS 14
 NEWSPAPERS
ENGLISH VERNACULAR
THE TIMES OF INDIA – JACKET ANANDABAZAR PATRIKA – JACKET
WEEK 1 & 3 Rs.11,00,000
EVERY ALTERNATE THE TELEGRAPH – SOLUS BARTAMAN – SOLUS
DAY THE HINDU – JACKET AAJKAL – JACKET
THE STATESMAN - SOLUS PRABHAT KHABAR - SOLUS

ENGLISH VERNACULAR
WEEK 2& 4 THE TIMES OF INDIA – SOLUS ANANDABAZAR PATRIKA – SOLUS
EVERY THE TELEGRAPH – JACKET BARTAMAN – JACKET
Rs. 11,00,000
ALTERNATE DAY
THE HINDU – SOLUS AAJKAL – SOLUS
THE STATESMAN - JACKET PRABHAT KHABAR - JACKET

TOTAL = Rs.22,00,000 PER MONTH

INSIGNIA COMMUNICATIONS 15
 AUTO - MAGAZINES
MOTORING WORLD – M1, M3
OVERDRIVE – M2
AUTOCAR – M2, M1
TOP GEAR – M3
WHATCAR? – M3,M2
AUTOBUILD – M1
EVOLUTION MOTORSPORTS INDIA – M1, M3
CAR INDIA – M2
TOTAL = Rs 24,00,000

INSIGNIA COMMUNICATIONS 16
INSIGNIA COMMUNICATIONS 17
 APPROVED BUDGET
HEAD COST
1. OUTDOOR BILLBOARDS Rs 1,19,70,000
2. NEWSPAPERS Rs 66,00,000
3. MAGAZINES Rs 24,00,000
4. SOCIAL MEDIA Rs 15,00,000
5. ONLINE ADVERTISEMENT Rs 10,00,000
6. GRAPHIC DESIGNER Rs 1,00,000
7. INSIGNIA Rs 2,00,000

Total= Rs 2,37,70,000

INSIGNIA COMMUNICATIONS 18
 THANK YOU

INSIGNIA COMMUNICATIONS 19