Raymond Khadi Final Ideas for pitching.pptx

Marketing

1. Khadi Campaign Ideas

2. # TheStoryReSpun KHADI’S JOURNEY FROM FABRIC OF THE NATION TO FASHION OF THE NATION PRE LAUNCH ------------------------------------------------- LAUNCH - --------------------------------------------------- POST LAUNCH ------------------------------------------------------------ POST LAUNCH SUSTENANCE ----------------------------------------------------- IDEA 1 SNEAK PEAK IDEA 2 WALK FOR KHADI IDEA 3 TWEET TO SPIN THE WHEEL OR OR IDEA 4 CAN’T BELIEVE IT’S KHADI IDEA 5 KHADI GIFT COMBO BOX IDEA 6 TVC AMPLIFICATION

3. THE IDEA 1 # TheStoryReSpun

4. RAYMOND SNEAK PEEK INTO KHADI COLLECTION # TheStoryReSpun

5. The idea is to use influencers to create buzz and awareness around the launch of khadi collection by Raymond. # TheStoryReSpun

6. Raymond will send beautifully packaged khadi ensemble boxes to 5 big influencers.  These influencers will then share the unboxing videos on their own channels generating intrigue & awareness for the latest khadi collection.  HOW? # TheStoryReSpun

7. Suggested Influencers Milind Soman Instagram Followers- 1,25,184 Durjoy Dutta Instagram Followers 2,16,192 Rajiv Makhni FB Followers- 1,41,952 R. Madhvan Instagram Followers- 8,16,000 Kunal Kapoor Instagram Followers- 73,800 # TheStoryReSpun

8. Stage I The Execution Stage II 29 th Sept. 30 th Sept First Teaser video from influencer handle The influencers to post the first half of the video where they are talking about the texture, style, design & print of the Ensemble that is sent to them. Their expressions are captured which is surprise & amazement. In the whole video they don’t reveal the product. The video ends with a fade out as the influencer takes the ensemble out of the box. Raymond sends out beautifully packaged Khadi boxes to 5 influencers. The influencers will use Facebook Live & Insta stories to create buzz : “Raymond has come up with a unique clothing collection & I am excited to take a sneak peek’’ # TheStoryReSpun

9. Stage III 2 nd Oct. Second Teaser video from influencer handle The influencers post the second part of the video which picks up from the end of previous video. Here they wear the ensemble & speak about the diversity in design & style that Raymond has brought with Khadi which was quite unexpected. They also speak about how they will style Khadi & what Khadi actually signifies in their life. # TheStoryReSpun

10. Raymond pulls out all the videos from the influencer’s channel & compiles them into one (both stages) video & publishes it from their own channel tagging every influencer. Native Digital covers the influencer campaign & talks about how Raymond transformed Khadi from fabric of the nation to fashion of the nation. They post a complete unboxing of these ensembles on their channel & end the video with last frame of them dressed in the apparel. Stage IV Stage V Stage VI 3 rd Oct. 4 th Oct – 5 th Oct 6th Oct onwards, Weekly To further sustain the campaign, Every week we use one micro influencer and do khadi ensemble unboxing. # TheStoryReSpun

11. THE IDEA 2 # TheStoryReSpun

12. WALK FOR KHADI # TheStoryReSpun

13. Suggested Influencer 25 Micro Level Influencers Milind Soman # TheStoryReSpun

14. Stage I The Execution (Before the Walk) 30 th Sept. Raymond creates an exclusive FB event called Witness # TheStoryRespun . The Event page will have details of the venue & time of the event. On Raymond Twitter handle, we do a twitter poll asking people if they would like to be a part of the khadi walk and witness # TheStoryReSpun . A link to FB event page will be given in the tweet with an aim to increase more participation for the walk. # TheStoryReSpun

15. The Execution (Before the Walk) Stage II 1 st Oct. Milind Soman to tweet from his personal handle asking his followers to join the khadi walk and witness # TheStoryReSpun by being the first ones to see how Raymond transformed Khadi from Fabric of the nation to fashion of the nation. # TheStoryReSpun

16. The Execution (Before the Walk) Stage II 1 st Oct. The micro influencers will then tweet or share a post, asking their followers to join the KHADI WALK and witness # TheStoryReSpun . To Increase the participation, the Influencers will also give a gratification to few of their lucky followers who would join them for the walk. # TheStoryReSpun

17. The Execution (During the Walk) Stage III 2 nd Oct. Milind Soman will lead this on-ground activity. The walk will be only for 500m. The influencers & their followers will walk behind Milind Soman . Throughout the walk, the micro influencers will cover the whole event from their respective social handles using Instagram live, FB Live & Tweets. They will emphasize on getting the first glimpse of # TheStoryRespun with them. # TheStoryReSpun

18. The Execution (At the Raymond store) Once the influencers reach the Raymond store, they will share Instagram stories & Facebook stories talking about the collection, design, style & range of the Raymond Khadi collection. Stage IV Stage V 2 nd Oct. 2 rd Oct. Five selected micro influencers to have a styling session with their selected follower and record the same on their social handle, with an aim to showcase & promote the collection. Few Lucky followers will be gratified with the same look. # TheStoryReSpun

19. The Execution (Post walk) Buzzfeed does a pictorial recap of the # TheStoryRespun walk for khadi. It beautifully captures the moments with an appropriate storyline that depicts the journey from Fabric of the nation to the Fashion of the nation. Stage VI 6 th Oct. # TheStoryReSpun

20. The Execution (Post walk) We capture the entire walk including the activities and updates done by influencers into an highlight video . The Video will then be posted and promoted through Raymond channels. Stage VI 4 th Oct. # TheStoryReSpun Event Highlight Video

21. THE IDEA 3 # TheStoryReSpun

22. TWEET TO SPIN THE WHEEL # TheStoryReSpun

23. Stage I The Execution 28 th Sep – 2 nd Oct We select & place our Digital hoarding at a location where maximum walk in and footfalls are expected. At the same day, we take the Digital hoarding live on a landing page for online viewers to participate To amplify the activity, we use an influencer to capture the innovative hoarding and talk about the idea and the innovation behind it. For digital audience he gives a link to the Landing page, asking online viewers to participate in the big reveal. # TheStoryReSpun

24. Stage II 30 th Sep – 1 st Oct After two days of organic conversation around the hoarding, we hire micro influencers to tweet about the innovative hoarding and get our hasttag trend on twitter a day before the TVC launch . Parallel to the twitter activity, we use Raymond Instagram and Facebook handles to post countdown creatives to create the intrigue and urgency amongst online audience to participate in the Innovative hoarding. # TheStoryReSpun

25. Stage III 2 nd Oct– 3 rd Oct Khadi TVC reveal Khadi TVC is played on the Digital hoarding and on our Landing Page where we had replicated the same idea for our online viewers. Post the on ground activity, we further use native advertising to sustain the buzz and ensure that the awareness about the new khadi launch reaches the maximum people . # TheStoryReSpun

26. THE IDEA 4 # TheStoryReSpun

27. KHADI GIFT BOX AND GIFT CARD # TheStoryReSpun

28. GIFTS are a way to show our love and appreciation towards our loved ones. # TheStoryReSpun

29. BEST is what we wish to gift them # TheStoryReSpun

30. SELECTING The best is not an easy task, hence …. # TheStoryReSpun

31. INTRODUCING Raymond Khadi Gift boxes and Gift card that takes care of your gifting need for all special occasion. # TheStoryReSpun

32. # TheStoryReSpun

33. Film treatment note Raymond Gift Card we see multiple gift options lying on a table & a woman's hand comes in the frame trying to decide what to pick from: wallet, perfume, wrist watch etc. After spending good amount of time in selecting the right gift, she picks up Raymond's Gift card as the perfect gift to be given. CTA : Raymond gift card, perfect gift for every occasion! # TheStoryReSpun

34. we show one of the most commonly gifted items during Diwali, a dry fruit box, getting passed on from one person to another, to another and it goes on. The reason the box is passed on to multiple people as its one of those gift items that are not considered exclusive and are always in abundance at home, specially during Diwali. After multiple passing we introduce Raymond Khadi Combo gift box , and the passing of the gift stops. CTA : Raymond Khadi Gift box, the perfect gift this DIWALI. Film treatment note Raymond Khadi Gift Box for Diwali # TheStoryReSpun

35. Reference Video

36. THE IDEA 5 # TheStoryReSpun

37. SOCIAL EXPERIMENT CAN’T BELIEVE ITS KHADI # TheStoryReSpun

38. KHADI’s JOURNEY Showcasing the transformation of the fabric through a social experiment # TheStoryReSpun

39. A Transformation from FLAGSHIP ATTIRE Of writers , philosophers and martyrs to … # TheStoryReSpun

40. The, FASHION ATTIRE for the youth of the country … # TheStoryReSpun

41. Film Script I CAN’T BELIEVE ITS KHADI # TheStoryReSpun

42. Idea Influencer/channel Cost Film Production Media Spends Other Expenses Tweet/ Insta /FB Video Cost (30 sec)                 Walk For Khadi Milind Soman Cost awaited Cost awaited NA NA NA   25 micro Influencers Cost awaited Cost awaited NA NA NA   Permission from concerned Authority NA NA NA NA 10,00,000   Campaign India & Mad Over Marketting NA NA NA NA 5,00,000             Raymond Sneak Peek Durjoy Dutta 1,00,000 5,00,000 NA NA     Rajiv Makni 1,50,000 6,00,000 NA NA     R Madhavan 2,00,000 15,50,000 NA NA     Kunal Kapoor Cost awaited Cost awaited NA NA     5 mid level influencers 10,00,000 NA NA     Native Digital NA NA NA NA 2,50,000               Tweet to spin the wheel Influencer 2,50,000 NA NA NA     Digital Hoarding NA NA NA NA 4,50,000   Landing Page NA NA NA NA To be added             Khadi Gift Card Table Top Video NA NA 6,00,000 NA                 Social Experiment On-ground     Cost awaited       Native Advertising / Digital PR     7,00,000                 TVC Amplification   Newsfeed smart apps NA NA NA NA 2,50,000