Primary Research Secondary Research

Primary Research
60 individuals, across age groups
Mode: Questionnaire, In-depth Interviews
Reports by Social Statistics Division,
Online survey- 120 responses of
Ministry of Statistics, Census Data
individuals across all age groups

NGO and Disability Center (30

disabled individuals)
Specially Abled People
Mode: Focused Interviews, Primary Visits in India

85% specially
abled
experience lack 72% Total Urban Rural
52% disabled of confidence disabled feel Population Population Population
believe they lack 2.68 cr 69%
there is less 31%
the skill-sets to opportunity
be hired
Responses
of work Received School Education
80%
69% individuals 62% disabled
behave have faced 60%
differently 78% discrimination 40%
around individuals 20%
disabled become
0%
more helpful
EXECUTIVE SUMMARY Attended Had Attended Never
for disabled
Issue: Patronizing behaviour weakens Attended

confidence in differently-abled people Employed

Solution: Campaign to increase social 0.60%
understanding of emotional and societal 0.40%
Team: Once Upon A Time needs of differently abled people 0.20%
Gaurav Mugdiya Approach: User generated content, use of
0.00%
Shreya Jain digital media, improvement
Public Private MNC
Virendra Agarwal
 Insights from Research

Generalization of
disabled people
Less public awareness &
research about disability

Belief that disabled people

Disabled people considered doesn’t earn livelihood and
as “unfortunate, useless, depend upon their families
different, oppressed and sick.”
 WHO report
Less public awareness & research about disability
Public belief that the needs of all the disabled
• People with visual impairments
people is same
likely to receive assistive
Do not have equal access to health care,
devices than people with
education, and employment opportunities
speech impairments
• Men with disabilities were likely
than women to receive assistive
devices
Solution
• Environmental barriers which
prevent inclusion of specially abled
people in society
• Increase public awareness and
understanding about disability
• Strengthen and support research on
disability
• Emphasize that not all people with
disabilities are equally disadvantaged
Analysis
• Disability arises when there is a barrier
between people with a health condition
and their environment
• People generally think that the disabled
people cannot earn livelihood and have
to depend upon their family
• Society consider disabled people
“unfortunate, useless, different,
oppressed and sick.”
Research Findings
Insights from the Industry
Focused Discussions
Telephonic Interviews
Slow growth in the Time
Sharing Space

Hotel aggregators tapping

most of the mid segment
Customers looking for
differentiated experiences

Brand needs to be leveraged

to drive profitability

Primary Visits

ALPHA KILO GOLF YANKEE, MDI Gurgaon

 Campaign Timeline
3 Months 1 Month 1 Month 1 Month

Publicity & Social

User Generated Content User Generated Content A Step Ahead
Engagement

• Inspiring stories of Specially abled • Upload that videos on social media • dddd
people will be asked to share and
• The stories will be in first person
narration videos, wherever possible
• Social media platforms like Facebook,
Instagram and Twitter will be used

Advertising Financials
Marketing Channel Target Size Cost Amount

Facebook 50M impression ₹800/1k impression ₹8,000,000

YouTube 100M impression ₹35/1k impression ₹3,500,000

TV Channels 30 days ₹4,500,000/day ₹135,000,000

TOI & The Hindu website 10M impression ₹130/1k impression ₹1,300,000

Total ₹147,800,000
 Short Term Campaign Timeline

0 month 2 months 6 months 9 months 1 Year

Promotional Videos User Generated Content Publicity Short Films Series

• Celebrity specially abled people will • The ads will urge and inspire the • Top 25 stories/dreams will be • Brook Bond will shoot short
narrate their success stories with our common specially abled people (or selected from the stories/dreams documentaries of Top 10 stories
correspondent while having a tea someone who knows them) to share shared on social media and special • These documentaries will include
• These stories will be broadcasted on their success stories and dreams mention will be made their success stories and their current
social media channels and Television with us • These stories will also be publicized life and dream they want to achieve
• Every week, 1 new story will be out • Hashtag #SapnoKiUdaan will be used with the general public by printing • Brook Bond will help them to achieve
for sharing videos them on the retail Brook Bond Red their dreams by financially
• Social media platforms like Facebook, Label tea packaging empowering them
Instagram and Twitter will be used to
upload videos
Long Term Campaign Timeline Campaign Financials
Amount
Marketing Channel Target Size Cost
1 year 1.5 year 2s year (’000)
50M ₹800/1k
Facebook ₹8,000
Onboarding Getting Ready for Flight #SapnoKiUdaan impression impression

• The short term campaign • Specially abled people with • The overall journey of the 100M ₹35/1k
YouTube ₹3,500
will be the onboarding best stories will be Top 10 dream videos will be impression impression
process mentored to achieve their recorded
• The Celebrities will be used dream • Periodically, they will be TV Channels 30 days ₹4,500,000/day ₹135,000
to create awareness of the • The company will finance shared using the social
cause the dream with up to media handles TOI & The Hindu 10M ₹130/1k
₹1,300
• Stories & Dreams will be ₹5,00,000 • At the end, their dreams will website impression impression
shared to spark discussion • Operational help will be be shown in form of short
#SapnoKiUdaan 10 Dreams ₹500,000/dream ₹5,000
provided, if feasible videos

Total ₹197,800
 The Big Idea
IDEA: Start a campaign of sharing success stories of differently-abled people on social media
Motivate differently-abled
people and their relatives Send message to
and friends to share their the target group
Motivate people to share
success stories on social through influencers Take a snapshot of
media platforms in films, ads, social
stories of differently- their story and print
abled people they know, media to share their on the packaging
through messages from stories by means of of Brooke Bond tea
decorated achievers in videos and photos
India #
HOW?
Do Idea Film series,
Advertisements
Where?
YouTube, Facebook,
Twitter, TV, print media,
website

What will we Get people (and in particular parents) who know any specially abled person in their neighborhood to record a
do? video showcasing the passion of the specially abled person

Participants will upload video of a Users will appreciate the video using
Where we will Everywhere the brand already Platforms Targeted- Facebook and differently abled person showcasing likes, shares, retweets and comments
take action? exists in India Twitter their talent

How will the idea Any time of the year is good. We
come into action? can specifically target the
International Day of Disabled Persons
Repeatable model to accelerate
• Keep core SKUs with best sales (2) Adjust RTM model to give better cost
cabinet expansion & sales team
• Rotate remaining (new portfolio test)
support
to serve and viable business modelG
 Marketing Campaign
IDEA: Start a campaign of sharing success stories of differently-abled people on social media
 Share stories of these people by printing
one story per Brooke Bond packaging
 Provide facebook or twiter handle of that
person, so that others can connect if
they want
 Give recognition to these people
 Create an advertisement showcasing
most followed success stories
 Include these stories in film series
• Create an ad campaign with decorated
achievers in differently-abled category in
frontlines, acting as influencers
• Influencers spreading the message
across to differently-abled people and
otherwise, to share story of people they
know to give them recognition and
break prejudices
• Share stories through videos or potos on
social media facebook nd twitter
• Influencers reach

 Give people with maximum engagement

on social media help to achieve their
dreams
 Break the prejudices against these
people by showcasing what they can
achieve if given the right opportunities
 OUTSIDE-SALONSERVICES IN-SALON SERVICES BUILDING RELATIONSHIPS
1. The Big Idea • Objective: To give recognition to the achievements, • Marketing of Brooke Bond through user generated
small or big, of differently-abled people. Shatter the content on Facebook, Twitter and Instagram, stories
• Start a campaign of sharing success stories of prejudices against helplessness and incapability of shared will have a hashtag #BrookeBond and #
differently-abled people on social media this segment.

• Target Group: Target markets in India where • Impact: Stories coming from within different
product is already present. communities will have a long-lasting impact on
1. Differently-abled people who can share their own bringing a radical change in public opinion. This will
stories. result in understanding of the sentiments and
2. People in contact of differently-abled people, who societal needs of differently-abled people and
wants to show what impact they have on their lives change in behavior towards differently-abled
people. Ultimately, inclusion and acceptance of
this segment.
As the customer enters the range of camera and move towards leaving the range, the digital avatar will move from the before to after look while prospective availing the services at the salon

2. ROLE OF BROOKE BOND  Give recognition to these stories by #MEETTHECELEB

printing them on Brooke Bond’s After gaining sufficient
packaging loyalty points, customerwill
3. get a chance to get beauty
 Each buyer will receive one story,
 Give recognition to these people tips from the brand
with social media handles printed on  Create an advertisement showcasing ambassador of L’Oréal
their stories most followed success stories
 People could connect with these Promotions on:
 Include these stories in film series
brave hearts on social media and
Free service worth Rs.500 on earning500
show their appreciation Website
points
 Tag those people and add #

4. HAIRDRESSER LOYALTY 5. HAIRDRESSER EDUCATION

HAIRDRESSER INCENTIVES
Employees will receive additional
incentive for the number of
customers each employee retains.
Tiers of 10, 15, 20... customers can
be created for the number of
customers retained per employee.
Additionally, each employee will
receive rewards according to the
reviews made by theusers.
Every salon will be assigned at least 2 budding hairdressers where they will look
HAIRDRESSER DAY
and learn from professionals and then they can get hands-on experience through
The hairdressers will have one VR technology in the salonitself.
day to themselves every three
months at the salon wherein
they will be allowed to avail
specific services such ashaircut, Budding hairdressers can attend live streaming of various hairstyles and other beauty
facials, pedicure, manicure, etc. techniques on L’Oréal app or the website.
at the salon.
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