1. Thank You..

2. Media Brief: Objective:
Do a pressure test in a region in Mumbai where we can see the effect of ATL advertising
Campaign:
Indigo
Market:
Mumbai
TG:
Females , NCCS A
Campaign Period:
1 Month – May- June 2017
Cost:
To be suggested

3. Region selected in Mumbai:
TOI Plusses
Approx PO for Sunday
Approx. PO for Weekday
DTP (Down Town Plus)
1,40,000
SOBO (South Bombay)
Cuff Parade to Worli
72,000
MTP (Mid Town Plus)
Bycullq, Dadar, Mahim, Sion, Harbour Line
69,000
67,000
WSP (West Side Plus)
Bandra to Borivali
2,80,000
2,75,000
BAKH (Bandra Khar Plus)
31,000
SAVI (Santacruz Ville Pare Plus)
44,000
ANDE (Andheri East Plus)
34,000
ANDW ( Andheri West Plus)
50,000
48,500
GOMA (Goregaon Malad Plus)
48,000
KABO ( Kandivali Borivali Plus)
66,000
DAVI ( Dhaisar Virar Plus)
68,000
65,000
TNA (Thane Plus)
63,000
NBP (Navi Mumbai Plus)
79,000
75,000
MUP (Mulund Powai Plus)
49,000
CHGP (Chembur Ghatkopar Plus)
DKP ( Dombivali Kalyan Plus)
57,000
54,000
Chunnabatti + Kurla
11,000
Recommend to select WSP: West Side plus region because:
It can be isolated to one region of Mumbai that has similar profile of audience mindset
It has a sizable chunk of copies being distributed in the market
It covers significant number of outlets where the test measures can be evaluated.

4. Index of core TG on universe
What medium do we select?
Print, Outdoor, Digital and Cinema emerge as media choices in Mumbai
Reach %
Index of core TG on universe
Satellite Television
90% 99
Newspaper
55% 100
Magazine
1% 84
Statements that define the apparel category consumer:
Really enjoy shopping for clothes
Would describe myself as westernized
Prefer wearing western outfit
Its worth paying extra for good quality products
Buy clothes for comfort not for style
Radio
26% 103
Cinema
9% 112
Outdoor
83% 99
Internet
46% 101
Mobile
56% 101
Source : TGI

5. Targeting on Print:

6. English language publications clearly scores over vernacular in Mumbai
 All figures in ‘000
Lang
All Mumbai
Mumbai 25-44, NCCS AB
Mumbai 25-44, NCCS A
Population
15727
4436
2449
The Times Of India
Eng
2252
14%
874
20%
694
28%
Hindustan Times
1435 9%
575
13%
430
18%
Mumbai Mirror
1098 7%
432
10%
364
15%
Maharashtra Times
Mar
958 6%
332
243
Gujarat Samachar
Guj
550 3%
187 4%
172
Mid Day (7D)
530
242 5%
192 8%
Loksatta
478
Lokmat
442
Navbharat Times
385 2%
Mumbai Choufer
366
136
Yeshobhumi
323
Saamana
296
124
The Economic Times
294
Navakal
275
DNA
240
English language publications clearly scores over vernacular in Mumbai
TOI is the top publication in the market
DNA is low on reach but has high affinity among our TG
Among top publications, TOI and Maharashtra Times has the least duplication followed by HT
Totals
The Times Of India
Hindustan Times
Mumbai Mirror
Maharashtra Times
Gujarat Samachar
Mid Day (7D )
15727
2252
1435
1098
958
550
530
100%
23%
36%
13% -
37%
18%
11%
75%
24%
15%
31%
Mid Day (7D - English)
55%
30%
Market : Mumbai
Source : Clear Decision
Note: Duplication seen at All Mumbai level and not TG as the sample for TG specific cut is low

7. Publication combinations
In terms of incremental reach, HT and Maharashtra times are the only publications with significant incremental reach HT adds higher incremental reach over Maharashtra Times
Market: Mumbai
25-44, NCCS AB
25-44, NCCS A
Publication combinations
Supplement
Reach %
Incremental Reach
Card Rate / Sqc
Inc Cost / Inc Reach
TOI
Eng
Bombay Times
19.7
28.3
2785
TOI + HT
Eng + Eng
HT Cafe
26.7 7
37.6
9.3
1400
200
TOI + Mah Times
Eng + Mar
Mumbai times
24.7 5
34.1
5.8
910
182
TOI + Lokmat
Main
23.3
3.6 33
4.7
1500
417
TOI + Gujrat Samachar
Eng + Guj
22.5
2.8
32.8
4.5
525
188
TOI + Midday
21.9
2.2
31.9
1881
855
TOI + Mumbai Mirror 22
2.3
31.6
3.3
1995
867
TOI + NavBharat Times
Eng + Hin
31.1
995
433
TOI + Loksatta
22.2
2.5 31
2.7
2000
800
TOI + DNA
After Hrs
20.3
0.6
29.1
0.8
1200
25-44, NCCS AB
25-44, NCCS A
Publications
Reach
Increment
TOI + HT + DNA
27.3
7.6
38.3
10.0
TOI + Mah Times + DNA
25.2
5.5
34.9
6.6
Market : Mumbai
Source : Clear Decision

8. Beyond 3 insertions in each publication the incremental reach start declining
25-44 NCCS AB
25-44 NCCS A
Round of Ads
Reach
Incremental
1TOI + 1HT + 1 DNA
27.3 -
38.3
2TOI + 2HT + 2 DNA
30.4
3.1
41.9
3.6
3TOI + 3HT + 3 DNA
31.7
1.3
43.4
1.6
4TOI + 4HT + 4 DNA
32.5
0.8
44.4
1.0
Market : Mumbai
Source : Clear Decision

9. Other publications do not offer same split across Mumbai regions
Hindustan Times
Maharashtra Times
Lokmat
Gujarat Samachar
Mumbai Mirror
Navbharat Times
DNA
HT Cafe
Mumbai times
After Hrs
South Mumbai
Colaba to Mahim & CST to Sion
Mumbai City
No region wise split available
Southern Plus (DTP Run)
DownTown Plus run
Bandra Borivali
Thane Vishesh Thane to Badlapur + Navi Mumbai
Thane
Western Plus
Bandra to Virar
Powai - Mulund
Vasai Virar
Central Plus
Chembur to Badlapur

10. Thus, the Print plan State Key Market Publication Area Covered
Issue Type
Quarter page
Half Page - Vertical
Total Ins
400 Sqc.
838.4 Sqc.
Maharashtra
Mumbai
Bombay Times - Westside Plus
Bandra to Borivali
City Supplement 1 2
Total 3
Plan Eval: TG
Universe in Mn. 1+
Reach% @ 3+
AOTS
GRP
F 25-45, A
1.2 21 13
2.5 51
F 25-45, AB
2.3 8 31
Plan Schedule
Date
13th May.
3rd June
10h June
Day
Saturday
Ad insert
1 Half Page
1 Quarter Page

11. Targeting on Outdoor:

12. Outdoor Plan Targeting Bandra to Borivalli
Limited number of site covering areas that has high potential reach of core audience
High traffic zones and key market / office areas
21 days of activity
Large sites with more than 600 Sqft area to build impact and stature for band
Sr. No
Location
Medium
Media Type
Width
Height
Units
Area Sqft  1
Bandra ROB MT - 3rd Site
Billboard FL 40 1
1600 2
Santacruz SV Road - MT NL 20
400 3
Juhu : Opp. J.W Marriot & Tulip Star Hotel fcg ET 30
600 4
Andheri Link Road, Chitrakut Nr. Fame Adlabs & Fun Republic - Site No. 2 - ET 5
Goregaon Nr Arey Flyover Towards Oberoi Mall 80
2400 6
Malad Link Rd Opp. InOrbit Mall - ET 60
1200 7
Kandivali Nr Sai Dham - ET

13. Juhu : Opp. J.W Marriot & Tulip Star Hotel fcg ET 30x20
Andheri Link Road, Chitrakut Nr. Fame Adlabs & Fun Republic - Site No. 2 - ET 40x42
Malad Link Rd Opp. InOrbit Mall - ET 60x20
Juhu : Opp. J.W Marriot & Tulip Star Hotel fcg ET 30x20

14. Targeting on Digital:

15. Using tools to profile audience:
What makes so powerful?
Reach out to an estimated base of 1.7 million female audience across following categories.
We combine multiple sources of ‘Mobile’ data to build strong individual user profiles
Millennial Women
Millennial Women
Clicks & Events
Time Stamp
ZIP Code
Home Address
Participation / Engagement
Voice / SMS
Location
Social Data
Apps
Browser History
Lat/Long
Demographics
Female
Age 18-40
Interests
Celebrity/Entertainment – Sections on Csomopolitan,Wonder Women & other female portals
Social Media – Profiled Female Audience
Fashion & Beauty-Cosmetics,Personal grooming products
Shopping – Female Accessories,Footwear,Maternity Products
Health & Fitness – Maternity, Child Care, Yoga, Aerobics

16. Ways Maxus will target audiences for FabIndia in Mumbai….
Facebook ads with Store Visits objective uses a users phone location to serve ads when they’re in proximity of a store.
Reach
Eng. Rate
Get Directions
 2.5 M
 2%
1875
Store Visit Ads using creative formats like carousel to increase CTR and hence store visits.
SmartMad targets audiences 18-40F across News & Entertainment on mobile through its DSP inRich

17. Potential Impressions/
Thus, the Digital plan
Platform
Properties
Potential Impressions/
Reach
Targeted Impressions
Clicks/ Engagement
CTR%/ Eng. Rate
Buy Type
Social
Facebook
300,000
4,800,000
120,000
2.50%
CPM
Madhouse - SMS –
Text 160 characters
761,968
2,000,000 NA
CPSms

18. Targeting on Cinema:

19. Cinema Plan Targeting Bandra to Borivalli
Limited number of chains with that have significant crowd pulls
Multiplexes in malls that have FabIndia store
A+ screens to target key audience
Targeting 2.2 Lac audience
4 Week plan across 15 screens with 3 shows for 7 days
60% occupancy rate at cinema halls
Use 10 sec slides before the movie starts directing audience to the nearest store
Add 6” X 6” standees for branding at Food and beverage areas which has high visibility
SL. NO.
THEATRE
LOCATION
CAPA.
CAT. 1
PVR GOREGAON - 1 (D) #
OBEROI MALL, GOREGAON (E )
322 A+ 2
PVR GOREGAON - 2 (D) #
401 3
PVR GOREGAON - 6 (D) #
306 4
PVR ANDHERI - 1 (D) #
CITY MALL, ANDHERI (W)
216 5
PVR ANDHERI - 2 (D) # 6
PVR ANDHERI - 3 (D) # 7
INOX MALAD - 1 (D) #
IN ORBIT, MALAD (W)
294 8
INOX MALAD - 3 (D) #
420 9
INOX MALAD - 6 (D) #
245 10
FUN CINEMAS ANDHERI - 1 (D) #
FUN REPUBLIC, ANDHERI (W)
383 11
FUN CINEMAS ANDHERI - 3 (D) #
387 12
FUN CINEMAS ANDHERI - 4 (D) #
252 13
CINEMAX MALAD - 2 (D) #
INFINITY 2, MALAD 14
CINEMAX MALAD - 3 (D) #
190 15
CINEMAX MALAD - 4 (D) #
187

20. Driving footfall to FabIndia stores
Plan Summary:
Driving footfall to FabIndia stores
PRINT
CINEMA
DIGITAL
OOH

21. Thank You.