BIG Green Ganesha as on 3rd August 2012

7/30/2019 BIG Green Ganesha as on 3rd August 2012

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A vision, a thought for a

better eco-friendly future

laid down in 2008 has sofar touched over millions of

people across 13 markets inIndia


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BIG Green Ganesha

winner of the prestigous

India Radio Forum 2012

Excellence in Radio Award forBest On Ground Activation by an

FM station

The journey so far..


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Led by 92.7 BIG FM on Radio, BIG Green Ganesha starts with amassive on-ground newspaper collection drive in residential areas,offices, shops and other commercial establishments

Tons of newspapers collected from the local populace is supplied torenowned sculptors appointed across all 13 cities

The sculptors make artistic and beautiful Ganesha idols from thenewspapers using the technique of paper mache

Finally, to create awareness, the idol is placed at a prominentlocation such as a mall wherein people throng in lacs to pay theirobeisance

BIG Green Ganesha - Concept


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The integrated offering

Radio

Online

Mobile

Print

OOH

Media

On

ground

PR

Content & promotion across 13 markets

30000sq ft of OOH

space

20 lac SMS push

aross markets

Presence on

www.big927fm.com +

Web banners +

emailers

PR coverage across

13 cities

Eco-friendly

Ganesha

across 13 cities

1500+ cc of printspace
http://www.big927fm.com/http://www.big927fm.com/


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Mumbai

Bangalore

Hyderabad

Sholapur

Gwalior

Bhopal

Indore

Goa

Surat

Baroda

Mysore

Vizag

Mangalore

Cities


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Massive paper collection drive

Every year more than

2200 households

covered across 13

cities


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Huge celeb presence for the drive

Ramky Enviros MD & CEO

Mr. Raman Nanda.

Panaji City Mayor joins the drive

Bollywood Star Sonu Sood

Minister of Environment-MP

Shri Jayan Mallaya

Pollution Control Board Member Secretary

Shri R K Jain

Mayor of Indore Donating Paper

Hon. Governor of M.P.

Shri Rameshwar Thakur

Superstar Salman Khan joins the

Ramky BIG Green Ganesha Drive


8/60Indian Idol 5 contestant Shivam PathakSambhavana Seth Band of Boys

Sonam KapoorEsha Deol


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Tollywoods mega star ChiranjeeviMollywood actor Suman and singer SPB


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Record paper collection

More than 11,000 kgs of

paper collected to make

the BIG Green Ganeshas


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Multiple Idols - One Message

Eco Friendly Ganeshas Created Across 13 cities


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Massive Paper Collection Drive

Vidya Balan announced her

support

Guj CM Narendra ModiVidya BalanGujarat CM Shri Narendra Modi

Mamta Sharma & Neha BhasinNikisha Patel of Komaram Puri fame

Celebs worship the BIG Green Ganeshas

Singer Shibani Kashyap

Sonu Nigaam


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Vidya Balan announced her supportGuj CM Narendra Modi

Massive crowd during Aartis


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Visarjan The eco-friendly way


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Bhatar Road Nr. Uma Bhavan 20' X 20' (1)

Ghod- Dod Road Gulmohar Fg-Parle Point 20' X 20'

52 Hoardings

+ Huge Pandal

Branding

Total : 30000 sq ft of

OOH Space

OOH Coverage


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Outdoor Innovation

Brief: Concept about the campaign92.7 BIG FM, Hyderabads leading FM station steps

forward once again for the fourth year to promote the

endeavor of creating a cleaner and greener environment

by presenting theBIG GREEN GANESHAin association

with Ramky Enviro Engineers Ltd and Eversure RO Water

Purifier.92.7 BIG FM first launched this concept in 2008.

Since then, the campaign has grown from strength to

strength each year. Done across 13 Cities, where

Ganesha festival is celebrated, the BIG Green Ganeshais

arguably the biggest initiative of this nature.

Tons of waste paper is collected from millions of listeners

to make one-of-its kind paper mache Ganesha idol. The

BIG Green Ganesha which is truly peoples Ganesha, isinstalled atPrasads Imax from 1stSep to 10th Sept 2011

and its open for Darshan.

Text on the outdoor:

A BIG Thank you to Hyderabadis for donating lacs of

newspapers, this Ganesha Idol (in the outdoor) is

installed at prasads imax, please have darshan


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Print Coverage

1500+ cc of Print ads used to promote the event


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Online Coverage

August 7th 2011: 15,558 fans

September 11th 2011: 73,913

Increase in the number of fans: 58,355

Virtual BIG Green Ganesha applicationwent live on 19th August 2011

40000 application landing page views

The Virtual Global Ganesha got builtand completed

2000+ people have shared theapplication and 10000 invites havebeen sent


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PR Coverage across markets worth Crores


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Green Merchandise


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13 Cities

13 papier mache idols, 13 green

pandals

PR coverage more than 8 crores

every year

Touching more than 1.5 cr

people every year

Across- Radio, TV, Print,

Outdoor, on-ground and Digital

More than 1 lac FB likes in just10 days

More than 200 celebrities

Participation of more than 350

civic authorities

Around 35 lac devotees visit

pandals every year

Key Highlights


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Year 2012, 92.7 BIG FM

proudly celebrates

5 years ofBIG Green Ganeshawith a unique idea


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That powers your brand

with 5 timesREACH

SCALEROI


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A Reliance Broadcast Network Limited

Presentation

Presenting


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Whats new this yearNot 13, but 30 BIG Green Ganeshas

installed across 6 major cities; including malls

and tie-up with popular pandals

Activate 108 residential societies across 13cities to install eco-friendly Ganesha idols

h i d ff i


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The integrated offering

BIG GreenGanesha

2012

Radio

Online

Mobile

TransitMedia

On

Ground

PR

Radio Content across 13 markets: Paper

collection drive, 10 days of pandal

coverage, Visarjan, BIG Green Ganesha

Awards for pandals

In Mumbai, Surat,

Hyderabad , Vizag,

Bangalore, Bhopal and

Indore

SMS push

FB app + FB media

+ FB landing page+ Banner spaces

on Zapak + BIG

FM Youtube

channel

PR across 6 cities for idol

making, paper collection

drive, idol worship

Canter/BIG FM bus

for paper collection

+ Worship of idol in

6 cities - 10 days of

pandal/mall/public

area


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Phase Wise Roll Out

Phase I

Conceptannouncement+ Celeb support

+ Call forparticipationfrom RWAs to

install eco-friendly

Ganesha idols +Where to buyeco-friendly

idols

Phase II

Celeb support+ Paper

collectiondrive + Call forparticipationfrom RWAs to

install eco-friendly

Ganesha idols+ Where to

buy eco-friendly idols

Phase III

Celeb support+ Making ofBIG Green

Ganeshas +Celebrating

participatingRWAs +

Where to buyeco-friendly

idols

Phase IV

Installation of

BIG GreenGanesha in

Malls/Pandals/Public Areas+ BIG Green

GaneshaAwards

announced

Phase V

BIG GreenGanesha

celebrations +Visarjan +

Best GreenPandalAwards


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City RWA Pandals Canter/Van

Mumbai 21 2 Malls + 3 pandal tie-ups Canter

Hyderabad 21 2 Malls + 3 pandal tie-ups Canter

Bangalore 21 2 Malls + 3 pandal tie-ups Canter

Bhopal 6 1 Mall + 4 pandal tie-ups Canter

Indore 6 2 Malls + 3 pandal tie-ups Canter

Surat 4 1 Mall + 4 pandal tie-ups Van


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City RWA Pandals Canter/Van

Vizag 6 - Van

Baroda 4 - Van

Mangalore 4 - Van

Gwalior 4 - Van

Mysore 4 - Van

Sholapur 4 - Van

Goa 3 - Van


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PHASE I(Concept announcement + Celeb support +

Call for participation from RWAs to install eco-friendlyGanesha idols + Where to buy eco-friendly idols)

23rd July to 12th Aug


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On Radio

Promos & RJ Integrations

- Explaining the concept of BIG Green Ganesha

- Calling for entries for RWAs to install eco-friendly Ganesha idols

- Information on where to buy eco-friendly Ganesha idols

Celebrity Endorsements

- Celebrities talk about taking care of the environment, urging listeners tobe responsible citizens and install only eco-friendly Ganesha idols


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PHASE II(Celeb support + Paper collection drive

+ Call for participation from RWAs to install eco-friendlyGaneshas + Where to buy eco-friendly idols)

13th Aug to 2nd Sep


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On Radio

Promos & RJ Integrations- Push the paper collection drive in the city

- Provide daily updates on areas of the city tobe visited and amount of newspaperscollected

- Calling for entries for RWAs to install eco-

friendly Ganesha idols- Information on where to buy eco-friendly

Ganesha idols


- Celebrities talk about taking care of theenvironment, urging listeners to beresponsible citizens and install only eco-friendly Ganesha idols


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On Ground

Morning Show RJ to lead the promotionfor Paper Collection Drive

The first 10 collections to be done from

celebrity houses with media interaction

Newspapers will be collected in acanter/Bus branded for the same

Workshops on making paper macheGanesha to be organized at RWAs.

Big FM to tie up with prominent NGOs(Enviro Vigil, etc) to promote sale of eco-friendly Ganesha idols


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Branded Canter/Vans

92.7 BIG FM bus/Canterand Vans across markets

will be converted into papercollection vans

This bus would do the

rounds of the city for aperiod of 21 days invitingpaper collection.


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PHASE III(Celeb support + Making of BIG Green Ganeshas + Celebrating

participating RWAs + Where to buy eco-friendly idols)

3rd Sep to 16th Sep


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On Radio

Promos & RJ Integrations- Updates on number of people who contributed

towards the paper collection drive and amountof paper collected

- Updates on the paper mache BIG Green Ganesha

idolindicating sculptors progress etc

- Celebrating the Malls and RWAs which would behosting eco-friendly Ganesha idols


- Celebrities talk about taking care of theenvironment, urging listeners to be responsiblecitizens and install only eco-friendly Ganeshaidols


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PHASE IV(Installation of BIG Green Ganeshas in Malls / Pandals / Public

Areas + Announcement of BIG Green Ganesha Awards)

17th Sep & 18th Sep


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On Radio

Promos & RJ Integrations- Information on Malls, Pandals, Public

Areas hosting BIG Green Ganeshas

- OB links from the same covering thesthapana

- Announcement of BIG Green GaneshaAwards

Celebrity Endorsements- Bytes of celebrities / dignitaries visiting

the pandal for sthapana

Listener Endorsements- Bytes of listeners who have supported the

cause, and been part of the BIG GreenGanesha activity


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Celebrity Presence

Celebrities to attend the

sthapana of BIG Green Ganesha

in Malls/pandals/public areasalong with the RJs and listeners

This will be covered by media


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PHASE V(BIG Green Ganesha celebrations + BIG Green Ganesha Awards)

19th Sep to 28th Sep


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On Radio

Promos & RJ Integrations

- Information on Malls, Pandals, PublicAreas hosting BIG Green Ganeshas

- OB links from the same covering thecelebrations


- Bytes of celebrities / dignitaries visitingthe BIG Green Ganeshas for darshan &aarti

Listener Endorsements

- Bytes of listeners who have supportedthe cause, and been part of the BIGGreen Ganesha activity


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Celebrity Presence

Celebrities to attend the

sthapana of BIG Green Ganesha

in Malls/pandals/public areasalong with the RJs and listeners

This will be covered by media


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Massive branding and sampling

opportunity at 108 RWAs

Posters Arch

Banners Standees

Door knobs Back-drop

Product display Sampling


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BIG Green Ganesha Awards

BIG Green Ganesha Awards to commence on 19th Sept

RJs with celebrities to visit Green Ganesha pandals across thecity and select the winner

The winner would be selected on the following parameters:

- Eco-friendly Ganesha idol

- Eco-friendly material used for the Ganeshpuja

- Bio-degradable bowls, plates, cups used to serveprasad- Efforts to save electricity & water

- Efforts to reduce noise pollution

- Waste management


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Live Studio from major pandals

Tie up with one of the biggestGanesha Pandals in the cityKhairathabad, Lalbaug etc.

Live Booth on all 10 days of the

festival

Exclusive broadcast from the venueand live aarti played on-air

Interaction with devotees, andcelebrities during pandal visits


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The Immersion Immersion parade on the final

day

Best Green Pandal awardswinners to be announced

Parade across prominentlocations and immersion in ecofriendly conditions only

Exclusive Tie up with Automobilein the Green Zone to form a cavalcade forthe celeb Ganeshas to beimmersed.

RJs and media to travel alongwith celeb creating Buzz and PR


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BIG Green Ganesha goesdigital


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Micro-site

The website will empower the users andtell them how they can make Ganesha goGreen

Advantages of eco-friendly Ganeshas

The BIG Green Ganesha microsite will letusers get in touch with the entire activityfrom the very beginning. It will havesome special sections

Updates from all 13 cities

G G h A d


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Green Ganesha Award

goes Global

Concept: For the first time in the history of anysuch green initiative, 108 BIG Green Ganeshas

made by the like-minded people will be placed onthe micro-site, by seeing their pictures, netizensacross the globe can get to see the sense ofcommitment of these residents across 108 societies

The BIG Green Ganesha idol that gets the maximumnumber of votes/clicks will get the BEST GLOBAL

GREEN GANESHA award


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Special Features*Join the Green Movement

In this section, users can pledge to gogreen by signing up and creating theirGREEN ID on the website. They canvolunteer for the paper picking drive orhelp out during the actual festival.

The Paper Ticker

This is the ticker that will keep a countof the amount of paper picked off theroads (in kgs) and also the number ofpoeple who have joined the drive

*At additional cost. Each idea is costed separately.Final package basis client requirement

S i l F *


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Special Features*Watch Green Ganesha emerge

The entire making of the Green Ganesha by prominent artistscan be seen online through videos and pictures.

Celeb Watch

In this section users can take a look at the videos of celebritiesat the aarti of the Green Ganesha.

Downloads

Wallpapers, Screensavers and Green Ganesha themesong/ringtone can be downloaded for PC as well as on mobilefrom the website.

*At additional cost. Each idea is costed separately. Final package basis client requirement

Social Networking sites

The youth needs to be urged to join the Green Movementthrough FAcebook, Twitter, Orkut and Big Adda. Regularupdates about the number of people joining the paper pickingdrive, the celebs who endorse Green Ganesha etc needs to be

there. This works better on Twitter when celebrities turn upfor the festival. The particular celeb can be tagged on Twitterwhich multiplies the reach of green Ganesha

SMS/Mobile Radio

When users dial in or SMS for devotional content, they will beasked to become a part of the green ganesha gang. Also artitunes and ringtone will be made available on SMS. People canalso download wallpapers and screensavers for the same


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PR for BIG Green Ganesha


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Announcement

Announce the Green Ganesha well in

advance to the Ganesh festival

Unveil the designer associated with the

Ganesha

Partners Forest Department, UNEP, local

municipal authority, NGOs, schools andcolleges

Part of all industry feature stories on Green

being the theme

Launch with a Ganesha Special Aarti with a

well known singer. eg. Sunidhi Chauhan /Sonu Niigaam / Kailash Kher


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Collection drive

The theme of the collection drive to be green,

right from the bags, to the van etc.

Celebrities to be encouraged to donate

newspapers and media to be invited to cover

the same, creating photo-opps

Pictures of the huge pile of papers, alongside a

dwarf and a celebrity, showcasing the

contribution of the city and creating a photo-

opp


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Create photo-opps with blindchildren creating decoration to gowith the Ganesha idol

People creating miniatures of

Ganesha idols from paper mache

which will be part of our GaneshaIdol

Green Ganesha exhibition to beset up alongside the main Ganesha

area, where people can buy, insupport of an NGO creating theproducts

Making of the Ganesha


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Additional FCT

Presenting Sponsor 5400 sec

Powered By 4000 sec

Associate 3000 sec

Investment 13 cities

Presenting Sponsorship

75 lacs

Powered By Sponsorship

45 lacs

Associate Sponsorship

23 lacs


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Additional FCT


Powered By 4000 sec

Associate 3000 sec

Investment Powered by Sponsor

Deliverables include

radio and on-ground

only

Station Associate

Mumbai 891744

Bangalore 777722

Hyderabad 575981

Indore 373392

Baroda 348327

Bhopal 348327

Gwalior 348327

Mangalore 348327

Mysore 348327Panaji 348327

Sholapur 348327

Surat 348327

Vizag 348327


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Additional FCT


Powered By 4000 sec

Associate 3000 sec

Investment Associate Sponsor

Station Associate

Mumbai 591744

Bangalore 477722

Hyderabad 375981

Indore 173392

Baroda 148327

Bhopal 148327

Gwalior 113827

Mangalore 113827

Mysore 113827Panaji 113827

Sholapur 113827

Surat 113827

Vizag 113827 Deliverables include

radio and on-ground

only


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Thank You

BIG Green Ganesha as on 3rd August 2012

Documents

Transcript of BIG Green Ganesha as on 3rd August 2012