SEPTEMBER 30,

2020
Proposal for
ABHIYAN YOGA
LIFE: towards a
disease free Gujarat.

Prepared By

Private &
Confidential
Internet usage in Gujarat higher than national average
Better penetration of 4G service, higher usage of 4G handsets and the
rapid rise of online content is increasing internet consumption in
Gujarat. https://www.dnaindia.com/ahmedabad/report-internet-
usage-in-gujarat-higher-than-national-average-2787335

A lot of
women
users
Present status of Yoga Board digital
presence: miles to go before we sleep
 Yoga Board (Gujrat)
Branding, Campaign &
media strategy

We at Nerdlens, follow SOSTAC model as explained in the diagram, where we will:

● Analyze the current situation
● Set Objectives/ Goals
● Strategize the Marketing Plan
● Review the Strategic Plan with Stakeholders
● Execute the Marketing Plan
● Monitor and Control the execution for delivering results

Presenting the most comprehensive integrated brand

promotion strategy: Abhiyan Yoga Life exclusively for Yoga
board.
 The Mission: Abhiyan Yoga Life
Yoga is a group of physical, mental, and spiritual practices or
disciplines which originated in ancient India.
To bring about a significant positive impact in the society we
propose “ABHIYAN YOGA LIFE”, a community engagement
program towards lifelong sustainable healthy life program

. THE MISSION IS TO REACH OUT TO 6.6 Crore Gujarati

population with maximum impact so that in 12 months , Yoga Board
moves to a different level of awareness, reach and real workforce on
the ground.

Campaign Elements
1. Designing & Planning of the “ABHIYAN YOGA LIFE”
2. Branding
3. Online Campaign Design & Implementation
4. On-ground Meets and Learning Camps
5. Engagement Using Several Technology Platform - Web & App
Based.
6. Develop Integrated tools for online live yoga instructions. By Yoga
Gurus.
7. Design and Implementation of Inter-Dist. Yoga Competition
Along with on-ground activation at municipal wards, the
campaign will also comprise ATL, BTL & social media.
Communication
Type
avenue
ATL & BTL o Radio
o Print
o Outdoor
Social Media o Complete social media campaign using
Facebook, Twitter, Instagram, YouTube and Pinterest.
o Skin for Microsite that could comprise a pledge by
citizens to achieve a heathier lifestyle.
o Use of Social Media Influencers
Nerdlens Deliverables

1. Consulting Strategy for successful campaign and dedicated staff for campaign
2. Content strategy for online Guided Workshop Sessions, Self Learning Aids, and On Ground
Events
3. Technology platform branding and planning
4. Learning Delivery
5. On Ground Events Planning (Implementation can be done on demand and scoped
separately)

6. Dedicated Digital Platforms

a. Website (Desktop and Mobile Friendly)
b. App with recorded class and live class by multiple instructors.
c. YouTube Channel
d. Facebook Page
e. Instagram Page
f. Quora

g. Reddit
h. Medium
i. Digg

j. Telegram
Broadcasting in 5000 Whats App Groups
k. Twitter Handle with analytics
7. Continuous Tracking and Data Update every day
Outcome

o Creation of a robust community-based network for scale-up and further

o Creation of change agents by empowering the local bodies with media & technology to
citizens, encouraging them to embrace healthy practices as prescribed by the Abhiyan
o Building model for seamless scale-up

Monitoring

o All major stakeholders would be provided access to the data, which would
allow real time monitoring of reports

Impact Assessment

o Creation of perception among all major stakeholders involved so that the

funding and resources needed for Phase 2 and Phase 3 for scaling up of
the program is secured before the end of the Phase 1
o Increase in trend of practicing YOGA
o Testimonials to verify change in perception amongst general public
who have joined the Abhiyan by registering as members of the
YOGA LIFE ABHIYAN

In parametric terms:

o Creation of reach via the YOGA LIFE ABHIYAN to

appx. 5M people in 3 to 6 Months’ time.
 PHASE First 3
1 MONTHS

Second 3
PHASE 2 PHASE 2
MONTHS

Third 3
PHASE 3 MONTHS

PHASE 4 Last 3
MONTHS

Abhiyan Goals

CREATION OF BRAND STORY,

AWARNESS & STRATEGY

MAXIMISING REACH &

INFLUENSING
ACQUISITION

MAXIMISING RETENTION
& AWARNESS

Create an unmatched brand story supported by media

engagement to leave not a single family…
To revolutionise Mission Yoga Abhiyan in the state of Gujrat
Estimate outcomes with timelines
A. Designing & Planning of the Abhiyan of Yoga
Life
Integrated tech & Qrt-1 Subharambh 1Lakh/day
Media strategy
This includes Designing and planning of a scalable community engagement
program towards lifelong sustainable healthy life program. It also includes brand
story, identity.
Social Media strategy , audit & analytics.
Developing a platform for integrated online scalable yoga promotions.

B Brand Yoga Qtr-2 Pragati 2 Lakh/day

This includes all the campaign concept, design, implementation,

coordination, brand strategy, branding guidelines, influencer
management. Promoting the story across media, social, print,
audiovisual, Radio, Youtube viral video promotion .

C Connected Media Qtr-3 Tez 3.5 Lakh/day

This include Media engagement, viral story across every promotional

media. Real sessions all across Gujrat, Integrated campaign and image
management.

C Connected Campaign Qtr-4 Vikas 5 Lakh/day

After Media blitzkrieg, contest and promotions across platforms,

reaching expected audience base and sustaining the audience through
different activities.
 Estimate
SUGGESTED media engagements phase 2 & 3 --

Details of the activities by Nerdlens to be taken in phases

Heads Details Costs (₹) Amount (₹)

PROMOTIONAL --
Influencer -- --
Micro-Influencer -- --
Video ADs -- --
Still Photo Shoot -- --
MARKETING --
Social Media FB, IG , YT, Tw & WA -- --
PPC -- --
SEO -- --
Email -- --

Tradition
-- --
al (Radio)
On
-- --
Ground
Activities
With abrupt marketing and promotion, after 2 Quarters we aim to
provide the results:

Platforms Results
Facebook 3 Lakh followers
Instagram 10 lakh followers
Twitter 10 lakh followers
Youtube 1 lakh subscribers
Pinterest 1 lakh followers
Medium 10 K followers
Reddit 10 K followers
Quora 10 K followers
SEO and Google strategy: first in any search anywhere in the world

Phase 1 Phase 2 Phase 3

5 Key words 6-15 Keywords 15+ Keywords
In-Depth Website Analysis ✔ ✔
Content Duplicacy Check ✔ ✔
Initial Backlinks analysis ✔ ✔
Google Penalty Check ✔ ✔
Competition Analysis ✔ ✔
Keyword Research ✔ ✔
Baseline Rank Report ✔ ✔
Keyword URL Mapping ✔ ✔
Canonicalization ✔ ✔
Broken Links Check ✔ ✔
Header Tags Optimization ✔ ✔
Internal Link Structuring ✔ ✔
& Optimization
Existing ✔ ✔
Content
Optimization
Robots.Txt Creation/Analysis ✔ ✔
XML Sitemap/Analysis ✔ ✔
Google Analytics Set Up ✔ ✔
Google Webmaster tools Set ✔ ✔
Up
Page Speed ✔ ✔
Optimization
Analysis
Fresh Web ✔ ✔
Content
Suggestions
Image & Image & ✔
Hyperlink Hyperlink
Optimization Optimization
Google local listing ✔ ✔
Local Listing Submission (5 Local Listing Submission Local Listing Submission (10 per
per month) (8 per month) month)
On site blog creation On site blog creation and On site blog creation and posting
and posting (2 per posting (2 per month) (4 per month)
month)
Classified posting (5 Classified posting (8 Classified posting (8 per month)
per month) per month)
Blog Posting 2 ✔ Blog Posting 4
Article Posting Article Posting (2 Article Posting (4 per month)
per month)
Social Bookmarking (10 per Social Bookmarking Social Bookmarking (20
month) (15 per month) per month)
Press Release Press Release Press Release (1 per
month) (Free
sites)
Info graphics Info graphics Info graphics (1 per month)
PPT submission PPT submission PPT submission (1 per Month)
Face Book Twitter and
Facebook , Twitter, Instagram page Face Book Twitter and Instagram
Instagram page creation and page creation and optimization
creation optimization
 Note:
o This estimate will be valid within the start date and end date of the project.
o The above cost assumes that all approval will happen in Chandigarh. If any member of the project
team needs to travel to any location outside Chandigarh,
all such expenses on surface/air travel, stay and local conveyance will be separately billed
to Client on actual.
o Each deliverable is an independent deliverable and is not linked with or dependent on any other deliverable,
even in terms of payment.
o In case the contract is terminated, at any time, Nerdlens will not be under any
obligation to refund any amount paid for deliverables that were previously or will
subsequently be delivered.
o All transactions and legislations, if any are subject to Chandigarh
jurisdiction.
o The above estimate is not inclusive of GST.
GST is payable by client as per existing government norms.

We Love Creativity. Our Brand has successfully

campaigned in numerous events and programmes all
across India to leverage the power of social media and
branding . Our unique technology platform enables us
to engage and manage innumerable customers with in
one platform.
Contact : www.nerdlens.in , 6280604312
Thank
YOU