Maharashtra Plan for Divya Marathi Newpaper

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1. Maharashtra campaign snapshot Phase-3 will be a four month integrated 360 degree plan Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Phase-1 ATL                         Print ad                     OOH                       Phase-2 Independence Day Edit                         Logo           Edit note             Phase-3 ATL                         OOH teaser (10 days)                         OOH Campaign (40 days)                       Print launch ( teaser+ revealer)- 10th day                         Print ad Campaign                       Radio (45 days(                         TVC/Whatsapp ( 1 month)                         Edit                         Tab in relevant artcicles                   Special daily column                         BTL                         Weekly talk show on "Swatantra vichar"                     Maharashtra Literature Festival                         Trade                         Innovative mailer                         PR                         Mailer to efm/campaign india/afaqs                         Articles and write ups                         Award entries                        

2. Maharashtra campaign snapshot Phase-3 will be a four month integrated 360 degree plan Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Phase-1 ATL                         Print ad                     OOH                       Phase-2 Independence Day Edit                         Logo           Edit note             Phase-3 ATL                         OOH teaser (10 days)                         OOH Campaign (40 days)                       Print launch ( teaser+ revealer)- 10th day                         Print ad Campaign                       Radio (45 days(                         TVC/Whatsapp ( 1 month)                         Edit                         Tab in relevant artcicles                   Special daily column                         BTL                         Weekly talk show on "Swatantra vichar"                     Maharashtra Literature Festival                         Trade                         Innovative mailer                         PR                         Mailer to efm/campaign india/afaqs                         Articles and write ups                         Award entries                        

3. Campaign launch Given the high inventory pressure months ( Pre Navratri , Dusshera , Diwali) we launch the campaign primarily with OOH ( barter arrangement/ tie up) For three days we have teaser on select 10 high visibility sites in Aurangabad This is followed by two more teasers In next six days On the 10 th day we launch the campaign on OOH and take 125-135 sites in Aurangabad, Nasik, Jalgaon and Solapur On the 10 th day we have sky bus on Front page, Pg-3 and Pg-5 of our paper and a revealer ad in Page-7 If we have inventory we run the print campaign or else we come back with print campaign only in Nov/Dec

4. In paper on 10 th day- Three sky bus and one ad

5. OOH Options

6. Print ads

7. Maharashtra campaign snapshot Phase-3 will be a four month integrated 360 degree plan Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Phase-1 ATL                         Print ad                     OOH                       Phase-2 Independence Day Edit                         Logo           Edit note             Phase-3 ATL                         OOH teaser (10 days)                         OOH Campaign (40 days)                       Print launch ( teaser+ revealer)- 10th day                         Print ad Campaign                       Radio (45 days(                         TVC/Whatsapp ( 1 month)                         Edit                         Tab in relevant artcicles                   Special daily column                         BTL                         Weekly talk show on "Swatantra vichar"                     Maharashtra Literature Festival                         Trade                         Innovative mailer                         PR                         Mailer to efm/campaign india/afaqs                         Articles and write ups                         Award entries                        

8. Radio script इतना कुछ चल रहा है देश और दुनिया में इस पर आपका क्या विचार है ? आपका विचार मतलब सोच-विचार कर बनाई आपकी राय ना की आपके अख़बार की हेडलाइंस.... जब दिमाग आपका, दृष्टिकोण आपका तो राय भी आपकी होनी चाहिए ना की आपके अख़बार की.. पढ़िए दिव्य मराठी और जानिए ख़बरों का हर पहलु, विस्तृत और निष्पक्ष विश्लेषण और स्वतंत्र विचारों के आधार पर बनाइये अपनी खुद की स्वतंत्र राय दिव्य मराठी - महाराष्ट्र का एकमात्र निष्पक्ष एवं स्वतंत्र अख़बार

9. Maharashtra campaign snapshot Phase-3 will be a four month integrated 360 degree plan Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Phase-1 ATL                         Print ad                     OOH                       Phase-2 Independence Day Edit                         Logo           Edit note             Phase-3 ATL                         OOH teaser (10 days)                         OOH Campaign (40 days)                       Print launch ( teaser+ revealer)- 10th day                         Print ad Campaign                       Radio (45 days(                         TVC/Whatsapp ( 1 month)                         Edit                         Tab in relevant artcicles                   Special daily column                         BTL                         Weekly talk show on "Swatantra vichar"                     Maharashtra Literature Festival                         Trade                         Innovative mailer                         PR                         Mailer to efm/campaign india/afaqs                         Articles and write ups                         Award entries                        

10. TVC-1 Megaphone In many cases people believe into what they read without putting a second thought to it. Same is the case with many newspapers, today. here we will show a reader enjoying his cup of tea in the morning. Suddenly a hand carrying a megaphone, made up of Newspaper appears on the screen feeding its content into the reader’s ears. The reader acts in the same way, also making others believe into what has been said without putting a second thought. A type of total brainwash . He goes to different places, communicate with others through Newspaper megaphone. Will show a group of people acting in the same way. Objective is to show that readers are believing whatever their newspaper is writing without giving it second thought and without analyzing it and spreading the same biased news around.

11. Visual References

12. TVC-2 Winding Toy Just as the winding toy which moves in a certain direction till the winding stops, we came up with this concept to convey our core message. Here we will show the Divya Marathi non-reader as a winding toy and a newspaper designed as a key fixed on the back of the reader. Wherein we will show all the people are going in one direction, doing similar things like a winding toy. And as soon as the newspaper winding key stops, people stop moving Objective is to show that newspaper is regulating a persons though process, his/her actions and people are not thinking or making their own opinions instead adapting newspaper's biased news and opinion

13. Visual references

14. Maharashtra campaign snapshot Phase-3 will be a four month integrated 360 degree plan Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Phase-1 ATL                         Print ad                     OOH                       Phase-2 Independence Day Edit                         Logo           Edit note             Phase-3 ATL                         OOH teaser (10 days)                         OOH Campaign (40 days)                       Print launch ( teaser+ revealer)- 10th day                         Print ad Campaign                       Radio (45 days(                         TVC/Whatsapp ( 1 month)                         Edit                         Tab in relevant artcicles                   Special daily column                         BTL                         Weekly talk show on "Swatantra vichar"                     Maharashtra Literature Festival                         Trade                         Innovative mailer                         PR                         Mailer to efm/campaign india/afaqs                         Articles and write ups                         Award entries                        

15. Edit Tag Options Option 1 Option 2 Option 3

16. Mastheads

17. Aaj Ka Swatantra Vichar Proposed Existing

18. Madhurima Proposed Existing

19. DB Star Proposed Existing

20. Rasik Proposed Existing

21. Edit plan to be added

22. Maharashtra campaign snapshot Phase-3 will be a four month integrated 360 degree plan Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Phase-1 ATL                         Print ad                     OOH                       Phase-2 Independence Day Edit                         Logo           Edit note             Phase-3 ATL                         OOH teaser (10 days)                         OOH Campaign (40 days)                       Print launch ( teaser+ revealer)- 10th day                         Print ad Campaign                       Radio (45 days(                         TVC/Whatsapp ( 1 month)                         Edit                         Tab in relevant artcicles                   Special daily column                         BTL                         Weekly talk show on "Swatantra vichar"                     Maharashtra Literature Festival                         Trade                         Innovative mailer                         PR                         Mailer to efm/campaign india/afaqs                         Articles and write ups                         Award entries                        

23. Edit note for the Weekly talk show and Office FGD

24. Logo options

25. Divya Marathi Literature Festival

26. Date and Venue Nasik Proposed Dates: 4-6 Nov or 11-13 Nov Proposed Venues: Suma Vineyards and Hotel Express Inn

27. Logo options

28. Strategy/Philosophy

29. Program Structure Day Time Event Day 1 Evening Up coming Marathi author award followed by Supper Theatre and Writers Ball Day 2 & 3 Morning Book Exhibition, Panel Discussion Noon Book Exhibition, Panel Discussion, Evening Theatre / In Conversation with Film personality - Special Movie Screening 10 Panel Discussions- 6 Marathi, 3 Hindi, 1 English 25-32 Authors Two theatre One Director’s cut movie screening

30. Program Structure Day Time Event Day 1 Evening Up coming Marathi author award followed by Supper Theatre and Writers Ball Day 2 & 3 Morning Book Exhibition, Panel Discussion Noon Book Exhibition, Panel Discussion, Evening Theatre / In Conversation with Film personality - Special Movie Screening

31. Day 1 : 6- 10 PM Upcoming Marathi Author Award- We will honour one upcoming Marathi author with shawl, certificate and cash prize of Rs.51K Writers Ball All the invited panellists/authors will be there in the inaugural dinner along with select 200 guests Supper theatre Walking on Broken Das by Veer Das Or Bottoms Up by Bharat Dhabholkar

32. Supper theatre options Walking on Broken Das Written, directed and performed by Vir Das. An Ashvin Gidwani Production. This is a series of monologues that takes the audience on an irreverent romp through a range of issues and a wild and various cast of impersonations. The show, will end with a performance by Das's rock band Bottoms Up Directed by Bharat Dabholkar . Its content is topical and revolves around issues, on subjects that Indians can relate to - politics, Bollywood , cricket, news channels, the education system, advertising and marketing, budget airlines and more. which also has elements of satire, here the jokes are accompanied by songs, dances and oodles of glamour

33. Day 2 Time Event Type Topic Proposed panelists 11:00am- 12:00pm Panel Discussion Marathi Pulp fiction Vs Classical fiction. Sharankumar Limbale, Guru Thakur 12:30pm- 1:30pm Panel Discussion Hindi Mein bhi writer! Rashmi Bansal, Anuja Chauhan,Anand Neelkantan, Jeet Thayil 2:00pm- 3:00pm Panel Discussion Marathi Politically incorrect writing Anil Awachat,Pradnya Daya Pawar,Dhanashree Halbe 3:30pm- 4:30pm Panel Discussion Marathi Reading habits are increasing despite of digitalization   Nagnath Lalujirao Kottapalle , Urmila Pawar 5:00pm - 6:00pm Panel Discussion Marathi Is power of change in literature dwindling? Mangala Godbole , Anand RatanYadav 6:00pm- 8:00pm Theatre Jaanta Raja or Ghashiram Kotwal   11:00am- 6:00pm Book Exibition   Publishers Day 2 : 11am- 8pm

34. Panel Discussion Topic : Pulp fiction Vs Classical fiction What is the parameter of good literature? Language : Marathi Moderated By : Mr. Prashant Dixit Sharankumar Limbale  :  is a Marathi language author, poet and literary critic. He has penned more than 40 books, but is best known for his autobiographical novel  Akkarmashi .  His critical work Towards an Aesthetics of Dalit Literature (2004) is considered amongst the most important works on Dalit literature Guru Thakur :  is a contemporary, Marathi poet, lyricist, script writer, actor and playwright His achievements include script writing for the television show ' Shriyut Gangadhar Tipare ', movie Aga Bai Arrecha , play ' Bhaiyya Haat Paay Pasari ' and most recent movie  Natarang . He received 'Zee Gaurav Award’ and 'V. Shantaram Award' [  as Best Lyricist for the Song ' Khel Mandla ' from the movie Natarang .

35. Panel Discussion Topic : Mein Bhi Writer! With the advent of internet we all can be writers and publishers. But is that simple? Is writing just a hobby? What takes to be a good writer? Language : Hindi Moderated By : Mr. Kumar Ketkar Rashmi Bansal:  Her 5 books on entrepreneurship - Stay Hungry Stay Foolish, Connect the Dots, I Have a Dream, Follow Every Rainbow, Take Me Home and Poor Little Rich Slum have sold over 7,50,000 copies and been translated into 10 languages. Anuja Chauhan: Her Bestselling books include The House That BJ Built, Those Pricey Thakur Girls. Battle of Bittoria & many more. She has worked in advertising for over fourteen years and has created many popular ad campaigns, including 'Nothing Official About it', ' Yeh Dil Maange More' and ' Oye Bubbly' for brand Pepsi. Anand Neelkantan : His forthcoming Untitled book will be coming out with us this year. His Bestsellers include Asura , Ajaya & Rise of Kali. He write son Mythological fiction. He has also written for the Star Plus show ' Siya ke Ram' in association with Devdutt Pattanaik . Jeet Thayil : is an Indian poet, novelist, librettist and musician. He is best known as a poet and is the author of four collections:  These Errors Are Correct  . He was also shortlisted for the 2012 Man Booker Prize [ and the Hindu Literary Prize.

36. Panel Discussion Topic : Politically incorrect writing? Burning/ banning books and authors has become a norm to cater to popular sentiment. Is freedom of expression for real? Language : Marathi Moderated By : Mr. Ravi Singh , Publisher Speaking Tiger Anil Awachat  : has written extensively on social issues in India and through his writings sought justice for the helpless segment of the society. He has been an editor of  Sadhana magazine Pradnya Daya Pawar : is a Marathi poet and fiction writer. She has been a member of Maharashtra State Literary and Cultural Board. Recently she has returned her state government awards in protest against rising atmosphere of intolerance and hate in the country Dhanashree Halbe  :  is a well-known Marathi writer. She has written more than 15 books, hundreds of short stories and articles for various age groups. She has translated 10 books from Malayalam to MarathiShe won the  Sahitya Akademi Award in 2000 for the translated novel  Awespchi Mule  (Malayalam novel by T.Shiva Shankar Pillai ).

37. Panel Discussion Topic : Reading habits are increasing despite of digitalization Language : Marathi Moderated By : Nagnath Lalujirao Kottapalle is an educationist and Marathi writer from Maharashtra, India. Currently, he is the vice chancellor of Dr. Babasaheb Ambedkar Marathwada University, whose seat is in Aurangabad, Maharashtra. He is elected as a president of 86th Akhil Bharatiya Marathi Sahitya Sammelan . Urmila Pawar is a female Indian writer, who writes in the Marathi language an Indian language . According to Dharmarajan her work as a writer reflects her experiences of the difficulties of being a woman and a Dalit , according to her Pawar's "frank and direct" style has made her controversial. She has a Master of Arts in Marathi literature. She retired as an employee of the Public Works Department of the state of Maharashtra. She won the Laxmibai Tilak award for the best published autobiography given by the Maharashtra Sahitya Parishad , for Aaidan .

38. Panel Discussion Topic : Is power of change in literature dwindling? At one point of time writers have driven movements, shaped ideologies. Is the nib getting blunt? Language : Marathi Moderated By : Mr. Kumar Ketkar Mangala Godbole - has been writing for over 35 years. She wrote her first article soon after her marriage and sent it to Stree —the only feminist magazine in Marathi those days—which published it immediately. She continued to write extensively on women’s issues for the magazine and ultimately joined its editorial team in the 1980s. It was here that she accidentally ventured into writing a humour column, which she continued for 10 years Anand RatanYadav - is a famous Marathi writer. He is best known for his autobiography Zombi . . His books such as Jhombi and Nangarani depict his struggle for education.

39. Theatre Jaanta Raja – Written by Babasaheb Purandare , Jaanta Raja is a play about the journey of how Shivaji became Chhatrapati Shivaji Maharaj . OR Ghashiram Kotwal - Written by Vijay Tendulkar’s based on Nana Phadnavis , a prominent Peshwa minister during the 1700s

40. Day 3 Time Event Type Topic Panellist 11:00am- 12:00pm Panel Discussion Marathi   Can a Blockbuster movie capture a piece of literature well Girija Keer, Rajendra Banhatti 12:30pm- 1:30pm Panel Discussion English Art & Gender   Preeti Shenoy, Christopher Doyle, Rujuta Diwekar, Ravi Subramanian 2:00pm- 3:00pm Panel Discussion Hindi Can comic change things?           Anupam Sinha, Abid Surti , Alok Sharma , Savio Mascarenhas , Sachin Nagar 3:30pm- 4:30pm Panel Discussion Marathi Relevance of regional language in a globalised world! Laxman Bapu Mane, Ratnakar Ramkrushna Matkari 5:00pm- 6:00pm Panel Discussion Hindi Intolerance: Reel or Real! Sudheer Chowdhary , Anupam Kher , Nana Patekar , Shobha De, Gul Panag Mahesh Manjrekar 6:00pm- 9:00pm Movie Screening – Director’s Cut   Airlift or Byomkesh Bakshi   11:00am- 6:00pm Book Exibition   Publishers Day 2 : 11am- 9pm

41. Panel Discussion Topic : Can a Blockbuster movie capture a piece of literature well Language : Marathi Moderated By : Mr. Prashant Dixit Girija Keer : She started her career as a school teacher in a village.Keer has written thus far 85 books in Marathi in the fields of novels, short stories, travelogues, and literature for children. Following a six-year research involving interviews with prisoners undergoing life imprisonment at Yerawada prison near  Pune , she recently published a book titled  Janmathep   Rajendra Banhatti : is a Marathi writer and was the director of a publishing house in Pune . Banhatti has been awarded the Maharashtra State Literary Award four times for his books. He was the president of Maharasthra Sahitya Parishad and also the member of Akhil Bhartiya Marathi Sahitya Mahamandal . He presided over Marathi Sahitya Sammelan  in Pune  in 2002

42. Panel Discussion Topic : Art & Gender It is increasingly getting difficult to read good women authors. Not many seem to be writing. Is it by choice or lack of option? Language : English Moderated By : Shobha De Preeti Shenoy : Her Bestselling Books include Life Is What You Make It, It Happens For A reason, The Secret Wishlist & Many more. Preeti Shenoy is among the highest selling authors in India and has been featured on the Forbes India long-list of the most influential celebrities Christopher Doyle : He has written two bestselling novels ‘The Mahabharata Quest & The Mahabharata Secret’ Rujuta Diwekar : She is person behind Bollywood's size zero figure. She has worked with several stars like Kareens kapoor , Sail Ali Khan, Anil Ambani & Many more to give them the perfect Lifestyle. Author of Don't Lose Your Mind, Lose Your Weight, Rujuta Diwekar , won the Nutrition Award in the year 2010. She won this sought-after award from the Asian Institute of Gastroenterology Ravi Subramanian: His Books have been on bestselling Charts and he has won the Crossword Book Award thrice. He is a IIMB Alumnus and his bestselling novels include God is a Gamer, Bankerupt , The Bestseller She Wrote & Many more

43. Panel Discussion Topic : . Can comic change things? Many brands are taking the route of conveying message through comics. But are they doing it   effectively? Is comics effective for conveying the message? Language : Hindi Moderated By : Anupam Sinha   Is the creator of the Raj Comics superhero Super Commando Dhruva . Abid Surti   Creator of Bahadur Alok Sharma is currently associated with Graphic India as Vice President - Animation.  Savio Mascarenhas is the Art Director for children’s publishing at Amar Chitra Katha Pvt Ltd. Sachin Nagar Author of Sunderkand , Ravana -roar of the demon king , Gandhi - My life is my message .

44. Panel Discussion Topic : Relevance of regional language in a globalised world! We are living in a global village; English seems to be becoming a language of communication for all. In such a scenario, will regional languages continue to exist? Language : Marathi Moderated By : Mr. Kumar Ketkar Laxman Bapu Mane: is a Marathi writer and a social activist. Mane came to sudden fame after publishing his autobiography Upara in 1980. Upara was considered as a milestone is Marathi Dalit literature and received Sahitya Akademi Award in 1981 and Padma Shri in 2009. He is a former member of Maharashtra's legislative council.   Ratnakar Ramkrushna Matkari - is a Marathi writer, a movie and play producer/director, and a self-taught artist. Since 1978, he has devoted his time exclusively to writing and production/direction of movies and plays

45. Panel Discussion Topic . Intolerance: Reel or Real! Are we really intolerant or somebody is constantly reminding us be intolerant. Language : Hindi Moderated By : Sudheer Chowdhary – Senior Editor Zee News Famous Authors & Celebrity with Bollywood fame, Hindi and English will be called for panel discussion on different topics Like ”The Era of Intolerance in India, From Where its Came & Where its Gone”. Famous personalities like Anupam Kher , Nana Patekar , Shobha De, Gul Panag and Mahesh Manjrekar will also be called for same

46. Movie Screening – Director’s Cut Special movie screening based on true story or novel, will also conduct Director’s cut (Making) e.g.. Airlift, Bomkesh or Bakshi or similar. Director himself will discuss and moderate the story behind the special scenes and its making Proposed Movie: Airlift or Byomkesh Bakshi FROM THE

47. Book Exhibition A primary book exhibition will be organized for three days since morning to evening. The major focus will be on Marathi language while Hindi and English literature will also be showcased. Majors Publishers will showcase their books like KavitaSagar Publication, Jaysingpur - Marathi Suras Prakashan - Marathi White Light Publications - Marathi Sparsh Prakashan - Marathi Chetak Books - Marathi Continental Prakashan - Marathi Raj Kamal Prakashan - Hindi Vani Prakashan - Hindi Hindi Satitya Sadan – Hindi Westland – Hindi/English Penguin Books India - English

48. Print ads

49. How we will promote it? Print ads in Divya Marathi 10 prominent outdoor sites in Nasik TV media partner- ZEE TV, 24 Taas and Zee Marathi Posters in all Schools, College and Book stores in the city

50. Budget Total cash outlay- 23 lacs Event cost Cash Tie up Total B&L (35 authors) 2 2 4 Theatre (2) 6   6 Gala Dinner (250) 2   2 Stage and set up 6   6 Venue   6 6 Marathi author award 0.6   0.6 Movie screening 0.5 0.5 1 Momentos 0.5     Author token 1     Local Transport 0.9   0.9 Travel cost 2   2 Promotion cost       OOH ( 15 sites) 1.5 3.5   Total 23 12 35

51. Maharashtra campaign snapshot Phase-3 will be a four month integrated 360 degree plan Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Phase-1 ATL                         Print ad                     OOH                       Phase-2 Independence Day Edit                         Logo           Edit note             Phase-3 ATL                         OOH teaser (10 days)                         OOH Campaign (40 days)                       Print launch ( teaser+ revealer)- 10th day                         Print ad Campaign                       Radio (45 days(                         TVC/Whatsapp ( 1 month)                         Edit                         Tab in relevant artcicles                   Special daily column                         BTL                         Weekly talk show on "Swatantra vichar"                     Maharashtra Literature Festival                         Trade                         Innovative mailer                         PR                         Mailer to efm/campaign india/afaqs                         Articles and write ups                         Award entries                        

52. Story of independent thoughts We will present a box to our trade partners The box will have a branding of Divya Marathi Inside the box we will have a book and a Divya Marathi branded pen The book comes with the title “The Story of Independent Thoughts” The name of the author can be personalized or can be kept blank The first page of the book will have a message developed with the theme “ Swatantra Vichaar ” while stating the purpose of the book The remaining inside page of the book will be kept blank Communicating to write your own independent story

53. Story of independent thoughts Box Packaging Book Cover Front Page with Message Inside Blank Pages

54. Unlock independent thoughts We present a rustic wooden box which have been locked by a small lock The key to the lock will be pasted above the box tied to a key-chain The key-chain will have a message “Unlock Independent Thoughts” Upon opening the wooden box, thought bubbles will pop out with a message “Read Independent, Think Independent” It will also have a message card with a special message on “ Swatantra Vichaar ”

55. Unlock independent thoughts

56. Trade ads for efm/afaqs

57. Trade Print ads

58. Trade Print ads

59. For Employees and Internal communication

60. Bubble shaped sticky note pads We present a box with sticky notes The sticky notes will be in the shape of a thought bubble Conveying to the readers to write their independent thoughts The sticky note box will be accompanied with a card/letter with message on “ Swatantra Vichaar ”

61. Bubble shaped sticky note pads

62. Visiting card

63. Letter and Envelop