DIGITAL PLAN FOR MASTERCHEF

Amul

Client: Amul Brand: MasterChef India Activity: Promotion using New Media Duration: During entire season I and post

event for 2 months

Range &Target Audience

Range includes Milk Powder, milk, butter, ghee, cheese , chocolate, ice cream, cream, shrikhand, paneer, gulab jamun, basundi, baby food, skimmed milk powder and nutramul brand and others.

Demographics :

Age - 25-54 (76.3 per TVR share), people aged 18-49 (77.7 per cent) audience of people aged 16-39 (80.1 per cent) ( as per international format)

SEC A, B Food & Glamour Lovers!

How will Amul benefit?

Key sponsors – ‘Amul Masterchef’ Amul contests, recipes Mention across platforms ( mentioned

later in ppt) Special mention when recipe is prepared

using Amul products Upload Photos of Masterchef

merchandise with Sponsors mentioned

How can we engage our target market more effectively?

News Releases - timesofindia.indiatimes.com, tvbasti.com india-forums.com, thefirstreporter.com, movies.rediff.com, entertainment.oneindia.in, hindustantimes.com, sify.com, afaqs.com, tvserialsandshows.com, khanapakana.com

Video clippings/ Virals Recipes Online activations (questions on content, recipes) and

FAQS ( winners get masterchef merchandise ) Master Chef Tips About Contestants Technology Episodes on star website ( interlink with masterchef

website)

What medium provides instantaneous results and is measurable?

Youtube Facebook Twitter Linkedn Digg Stumble Upon Wiki Page Google Ad Words Mouthshut Flicker Orkut Hi5 Use relevant blogs via Technorati

Phases Pre show phase

Big Idea- Get a Celebrity Recipe! Web premiere available on all Star plus properties like

www.startv.in (India’s premier catch up television service), www.indya.com (India’s premier television news aggregation site) & www.starplus.in (Star Plus’s official website)

Facebook updates like winning recipes, contestants, bloopers, guest on show

Twitter- Post about the show and win Masterchef merchandise Sponsored ads through site targeting Post Wiki page and profile on Digg Culture and cuisine days on facebook, website and various

platforms

Keywords to be usedGoogle Insights and Trends

Sponsored ads – Relevant blogs

Post Show Phase

Engage generated database 5‐6 times throughout the promotion (e‐ newsletters) Increase awareness of the promotion

Reminders to enter the promotion Refer a friend Suggestions for season 2

Focus on winners (What are they doing post event?) Post Amul Recipes ( contest on recipes prepared by Amul

products)

Monitoring - Social Mention

Utterly Butterly Delicious!!Yummm…

Efforts by:Omar GullPadma ChingudeDevyani SinghSuman MeenaSaumitra PandeyNoopur BapnaPooja Jerajani