|
BroadMind has acquired the rights of marketing events such as Pushkar
Mela, Rajasthan (October-November); Gwalior Trade Fair, MP (December-January);
Maha Kumbh, Nasik, Maharashtra (July to September); Nehru Boat Race,
Alapuzha, Kerala (August-September); Sonpur Mela, Bihar (November-December);
Magh Mela, Allahabad, UP (January-March); Nauchandi Mela, Meerut,
UP (March April).
The level of investments for micro marketing solutions (Northern
India Focus November 2003 to March 2004) is as follows:
|
Type
of sponsorship
|
Gold
|
Silver
|
Slam
|
Super
|
Multiple
|
Single
|
|
Investments
in Rs million
|
5.5
|
4
|
3
|
2
|
1.5
|
0.7
|
|
No
of mela
|
5
|
5
|
4
|
3
|
2
|
1
|
|
No
of days of activity
|
150
|
150
|
120
|
90
|
60
|
30
|
|
Total
no of shows 1.5 hours/show)
|
3750
|
3750
|
3000
|
2250
|
1500
|
750
|
BroadMind also offers value adds to drive
* audio-video visibility (commercial time/shows/spots);
* visibility on mela ground (screen branding/mela gates/hoardings/kiosks/vinyl
banners);
* visibility enroute to mela (hoardings at bus/train stations)
* to increase brand consumer contact (contact programmes through
sales boys);
* research to determine run on investments (efficiency study and
customised research).
Similarly, the cost of the sponsorship for Nehru Trophy Boat Race
in August 2003 is around Rs 3 million (title sponsor); Rs 1.5 million
(associate sponsor) and Rs 0.5 million (ground partner). This includes
mass media visibility on TV (terrestrial/C&S/cable channels)
and print; visibility on ground in the surrounding regions as well
as at the venue.
The cost of the main sponsorship for the Nasik Maha Kumbh Mela
is around Rs 2 million (gold); Rs 1.5 million (silver); that of
the associate sponsorship is around Rs 1 million (gold) and Rs 0.5
million (silver).
Data provided by IMRB International also indicates the following
trends*:
|
Category
|
Details
|
Pushkar
Fair Rajasthan
|
Sonpur
Mela Bihar
|
Gwalior
Trade Fair MP
|
Kumbh
Mela UP
|
Nauchandi
Mela UP
|
|
Mela
Promo Efficacy
|
Participation
in adv
|
74%
|
925
|
78%
|
67%
|
64%
|
|
-
|
Reach
of Dialect
|
32%
|
38%
|
21%
|
11%
|
27%
|
|
Market
potential and spending capacity
|
Total
spends in Rs million
|
123
|
250
|
2500
|
1500
|
230
|
|
-
|
Purchased/person
(Rs
|
358
|
524
|
3512
|
156
|
256
|
* Dialect proprietary consumer insights and market potential study
|
