A Project Report On Advertisement In Tribune 92.

7 FM Mantrin (Area CHD)

Umesh Kumar Sanketa Awasth Puneet Mokta

Vasundhara Rana Jitender Bisth Inderjot Kaur

ACKNOWLEDGEMENT
It gives us immense pleasure to present the report of our project Social Advertising. This work would not have been possible without the assistance and guidance of many people. We would like to take this opportunity to thank each and every one of them. We would like to thank the management of The Tribune,92.7FM and Mantrin Advertising agency ,Chandigarh for providing an opportunity to observe, comprehend and analyze the Advertising in their business unit. We express our sincere gratitude to Miss Prableen Sandhar(Dy.Manager)The Tribune,Mr.Nipul(Sales Manager)92.7FM and for providing the valuable information and guidance to complete this project. We would like to thank our Parents who have been supportive throughout our life. At the end we would like to thank Professor S.P.Singh Bhalla who has helped in carrying out this project work and not to forget the God almighty who have been with us always.

Umesh Kumar Sanketa Awasthi Puneet Mokta

Vasundhara Rana Jitender Bisth Inderjot Kaur

Contents Executive Summary

................................................................................................................ 5

Industry Overview ................................................................................................................... 6

Introduction........................................................................................................................ ........... 7 Information Technology ............................................................................................................... 8 Information Technology in India .............................................................................................. 10 India's IT Industry...................................................................................................................... 15 Top 10 IT Hubs in India ............................................................................................................ 16 Challenges Before Indian IT Industry ...................................................................................... 18

Tech Mahindra
....................................................................................................................... 20 Company Overview .................................................................................................................... 23 Tech Mahindra BPO................................................................................................................... 28 Tech M Management .................................................................................................................. 29 The Tech M Culture ................................................................................................................... 30 Milestones ......................................................................................................................... .......... 31

HR In Tech Mahindra.......................................................................................................... 36
Joining and Induction................................................................................................................. 38 Rewards and Recognition In Tech M ....................................................................................... 41 Employee Engagement
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............................................................................................................... 42 Fun @ work ................................................................................................................................. 44 Employee Grievance Handling .................................................................................................. 45 Employee Retention .................................................................................................................... 50 Exit Management ........................................................................................................................ 52

Employee Satisfaction and Attrition Analysis ............................................................. 57 Research Methodology ......................................................................................................... 64 Findings & Suggestions........................................................................................................ 81 Conclusion .....................................................................................................................
........... 85 Bibliography ...................................................................................................................... .......... 86 Appendix ........................................................................................................................... ........... 87

Executive Summary
Customers are the face of any organization. They are the opportunity of business for the organisation . The better the interaction and experience for a customer with the organization, the better is the satisfaction level.social media advertising has several benefits for an organization like increased awareness of the organization, increased traffic to website, greater favorable perceptions of the brand, able to monitor conversations about the organization,able to develop targeted marketing activities, better understanding of customers perceptions of their brand,improved insights about their target markets, identification of positive and negative comments, increase in new business,identification of new product or service opportunities.

Industy

Social Media Advertising Services

Introduction
Advertising or advertizing is a form of communication used to encourage or persuade an audience (viewers, readers or listeners; sometimes a specific group of people) to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspaper,magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as blogs, websites or text messages. Commercial advertisers often seek to generate increased consumption of their products or services through "branding," which involves the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds of consumers. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement (PSA). Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. In 2010, spending on advertising was estimated at $142.5 billion in the United States and $467 billion worldwide . Internationally, the largest ("big four") advertising conglomerates are Interpublic, Omnicom,Publicis, and WPP.

History of Advertising
Edo period advertising flyer from 1806 for a traditional medicine called Kinseitan Egyptians used papyrus to make sales messages and wall posters. Commercial messagesand political campaign displays have been found in the ruins of Pompeii and ancient Arabia.Lost and found advertising on papyrus was common in Ancient

Greece and Ancient Rome. Wall or rock painting for commercial advertising is another manifestation of an ancient advertising form, which is present to this day in many parts of Asia, Africa, and South America. The tradition of wall painting can be traced back to Indian rock art paintings that date back to 4000 BC. History tells us that Out-of-home advertising and billboards are the oldest forms of advertising. As the towns and cities of the Middle Ages began to grow, and the general populace was unable to read, signs that today would say cobbler, miller, tailor or blacksmith would use an image associated with their trade such as a boot, a suit, a hat, a clock, a diamond, a horse shoe, a candle or even a bag of flour. Fruits and vegetables were sold in the city square from the backs of carts and wagons and their proprietors used street callers (town criers) to announce their whereabouts for the convenience of the customers. As education became an apparent need and reading, as well as printing, developed advertising expanded to include handbills. In the 18th century advertisements started to appear in weekly newspapers in England. These early print advertisements were used mainly to promote books and newspapers, which became increasingly affordable with advances in the printing press; and medicines, which were increasingly sought after as disease ravaged Europe. However, false advertising and so-called "quack" advertisements became a problem, which ushered in the regulation of advertising content. As the economy expanded during the 19th century, advertising grew alongside. In the United States, the success of this advertising format eventually led to the growth of mail-order advertising. In June 1836, French newspaper La Presse was the first to include paid advertising in its pages, allowing it to lower its price, extend its readership and increase its profitability and the formula was soon copied by all titles. Around 1840, Volney B. Palmer established the roots of the modern day advertising agency in Philadelphia. In 1842 Palmer bought large amounts of space in various newspapers at a discounted rate then resold the space at higher rates to advertisers. The actual ad - the copy, layout, and artwork - was still prepared by the company wishing to advertise; in effect, Palmer was a space broker. The situation changed in the late 19th century when the advertising agency of N.W. Ayer & Son was founded. Ayer and Son offered to plan, create, and execute complete advertising campaigns for its customers. By 1900 the advertising agency had become the focal point of creative planning, and advertising
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was firmly established as a profession. Around the same time, in France, CharlesLouis Havas extended the services of his news agency,Havas to include advertisement brokerage, making it the first French group to organize. At first, agencies were brokers for advertisement space in newspapers. N. W. Ayer & Son was the first full-service agency to assume responsibility for advertising content. N.W. Ayer opened in 1869, and was located in Philadelphia.

An 1895 advertisement for a weight gain product.

At the turn of the century, there were few career choices for women in business; however, advertising was one of the few. Since women were responsible for most of the purchasing done in their household, advertisers and agencies recognized the value of women's insight during the creative process. In fact, the first American advertising to use a sexual sell was created by a woman for a soap product.

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Although tame by today's standards, the advertisement featured a couple with the message "The skin you love to touch".

Advertisements of hotels in Pichilemu, Chile from 1935. In the early 1920s, the first radio stations were established by radio equipment manufacturers and retailers who offered programs in order to sell more radios to consumers. As time passed, many non-profit organizations followed suit in setting up their own radio stations, and included: schools, clubs and civic groups. When the practice of sponsoring programs was popularised, each individual radio program was usually sponsored by a single business in exchange for a brief mention of the business' name at the beginning and end of the sponsored shows. However, radio station owners soon realised they could earn more money by selling sponsorship rights in small time allocations to multiple businesses throughout their radio station's broadcasts, rather than selling the sponsorship rights to single businesses per show. This practice was carried over to commercial television in the late 1940s and early 1950s. A fierce battle was fought between those seeking to commercialise the radio and people who argued that the radio spectrum should be considered a part of the commons to be used only non-commercially and for the public good. The United Kingdom pursued a public funding model for the BBC, originally a private company, the British Broadcasting Company, but incorporated as a public body by Royal Charter in 1927. In Canada, advocates like Graham Spry were likewise able to persuade the federal government to adopt a public funding model, creating the Canadian Broadcasting Corporation. However, in the United States, the capitalist model prevailed with the passage of the Communications Act of 1934 which created the Federal Communications Commission (FCC). However, the U.S. Congress did require commercial broadcasting companies to operate in the "public interest, convenience, and necessity".Public broadcasting now exists in the United States due to the 1967Public Broadcasting Act which led to the Public Broadcasting Service (PBS) and National Public Radio (NPR). In the early 1950s, the Du Mont Television Network began the modern practice of selling advertisement time to multiple sponsors. Previously, Du Mont had trouble finding sponsors for many of their programs and compensated by selling smaller blocks of advertising time to several businesses. This eventually became the standard for the commercial television industry in the United States. However, it was still a
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common practice to have single sponsor shows, such as The United States Steel Hour. In some instances the sponsors exercised great control over the content of the showup to and including having one's advertising agency actually writing the show. The single sponsor model is much less prevalent now, a notable exception being the Hallmark Hall of Fame. In the 1960s, campaigns featuring heavy spending in different mass media channels became more prominent. For example, the Essogasoline company spent hundreds of millions of dollars on a brand awareness campaign built around the simple and alliterative theme Put a Tiger in Your Tank. Psychologist Ernest Dichter and DDB Worldwide copywriter Sandy Sulcer learned that motorists desired both power and play while driving, and chose the tiger as an easytoremember symbol to communicate those feelings. The North Americanand later European campaign featured extensive television and radio and magazine ads, including photos with tiger tails supposedly emerging from car gas tanks, promotional events featuring real tigers, billboards, and in Europe station pump hoses "wrapped in tiger stripes" as well as pop music song.Tiger imagery can still be seen on the pumps of successor firm ExxonMobil. The late 1980s and early 1990s saw the introduction of cable televisionand particularly MTV. Pioneering the concept of the music video, MTV ushered in a new type of advertising: the consumer tunes in for the advertising message, rather than it being a by-product or afterthought. As cable and satellite television became increasingly prevalent,specialty channels emerged, including channels entirely devoted to advertising, such as QVC, Home Shopping Network, and ShopTV Canada. With the advent of the ad server, marketing through the Internet opened new frontiers for advertisers and contributed to the "dot-com" boom of the 1990s. Entire corporations operated solely on advertising revenue, offering everything from coupons to free Internet access. At the turn of the 21st century, a number of websites including the search engine Google, started a change in online advertising by emphasizing contextually relevant, unobtrusive ads intended to help, rather than inundate, users. This has led to a plethora of similar efforts and an increasing trend of interactive advertising. The share of advertising spending relative to GDP has changed little across large changes in media. For example, in the US in 1925, the main advertising media were
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newspapers, magazines, signs on streetcars, and outdoor posters. Advertising spending as a share of GDP was about 2.9 percent. By 1998, television and radio had become major advertising media. Nonetheless, advertising spending as a share of GDP was slightly lowerabout 2.4 percent. A recent advertising innovation is "guerrilla marketing", which involves unusual approaches such as staged encounters in public places, giveaways of products such as cars that are covered with brand messages, and interactive advertising where the viewer can respond to become part of the advertising message. Guerrilla advertising is becoming increasingly more popular with a lot of companies. This type of advertising is unpredictable and innovative, which causes consumers to buy the product or idea. This reflects an increasing trend of interactive and "embedded" ads, such as via product placement, having consumers vote through text messages, and various innovations utilizing social network services such as Facebook.

Social advertising
Social Advertising represents ad formats that engage the social context of the user viewing the ad. Whereas in traditional, non-social, advertising the ad is targeted based on what it knows about the individual person or the individual page, in social advertising the ad is targeted based on what it knows about the individual user's social network. Social Advertising is the first form of advertising that systematically leverages historically "offline" dynamics, such as peer-pressure, friend recommendations, and other forms of social influence. Mark Zuckerberg said Social actions are powerful because they act as trusted referrals and reinforce the fact that people influence people. Its no longer just about messages that are broadcast out by companies, but increasingly about information that is shared between friends. So we set out to use these social actions to build a new kind of ad system. The fact that advertisers are looking to reach out to many social networks at once means that they often look to Ad Networks to deliver ads across these networks through custom applications. Some other definitions are contextual advertising, or interactive ads.
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The key factor that enables Social Ads are independent applications within social networks - now when open known as open social networks or open social platforms. social advertising is also called public service advertising as it is done for benefit of people.

The 12 Major Benefits Of Social Media 1. Increased awareness of the organisation 2. Increased traffic to website 3. Greater favorable perceptions of the brand 4. Able to monitor conversations about the organisation 5. Able to develop targeted marketing activities 6. Better understanding of customers perceptions of their brand 7. Improved insights about their target markets 8. Identification of positive and negative comments 9. Increase in new business 10. Identification of new product or service opportunities 11. Ability to measure the frequency of the discussion about the brand 12. Early warning of potential product or service issues

Advertising in India
A sophisticated & professional industry called Indian Advertising Indian Advertising starts with the hawkers calling out their wares right from the days when cities and markets first began Shop front signages From street side sellers to press ads The first trademarks Handbills distributed separately from the products 18th Century Concrete advertising history begins with classified advertising Ads appear for the first time in print in Hickey's Bengal Gazette. India's first newspaper (weekly). Studios mark the beginning of advertising created in India (as opposed to imported
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from England) Studios set up for bold type, ornate fonts, more fancy, larger ads Newspaper studios train the first generation of visualisers & illustrators Major advertisers: Retailers like Spencer's, Army & Navy and Whiteaway & Laidlaw Marketing promotions: Retailers' catalogues provided early example Ads appear in newspapers in the form of lists of the latest merchandise from England Patent medicines: The first brand as we know them today were a category of advertisers Horlicks becomes the first 'malted milk' to be patented on 5th June 1883 (No. 278967).
The 1900s

1905 - B Dattaram & Co claims to be the oldest existing Indian agency in Girgaum in Bombay 1912 - ITC (then Imperial Tobacco Co. Ltd.) launches Gold Flake 1920s - Enter the first foreign owned ad agencies - Gujarat Advertising and Indian Advertising set up - Expatriate agencies emerge: Alliance Advertising, Tata Publicity - LA Stronach's merges into today's Norvicson Advertising - D J Keymer gives rise to Ogilvy & Mather and Clarion 1925 - LR Swami & Co, Madras 1926 - LA Stronach & Co (India) Pr. Ltd, Bombay starts - Agency called National set up for American rather than British Advertisers - American importers hire Jagan Nath Jaini, then advertising manager
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of Civil and Military Gazette, Lahore. National today is still run by Jaini's family - Beginning of multinational agencies - J Walter Thompson (JWT) opened to service General Motors business 1928 - BOMAS Ltd (Formerly DJ Keymer & Co Ltd) set up 1929 - J Walter Thompson Co Pr. Ltd formed

Indian agencies, foreign advertising in the thirties 1931 - National Advertising Service Pr. Ltd. Bombay set up - Universal Publicity Co, Calcutta formed 1934 - Venkatrao Sista opens Sista Advertising and Publicity Services as first full service Indian agency 1935 - Indian Publicity Bureau Pr Ltd, Calcutta established 1936 - Krishna Publicity Co Pr. Ltd, Kanpur begins operations - Studio Ratan Batra Pr. Ltd, Bombay established - Indian Broadcasting Company becomes All India Radio (AIR)

1938
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- Jayendra Publicity, Kolhapur started 1939 - Lever's advertising department launches Dalda - the first major example of a brand and a marketing campaign specifically developed for India - The Press Syndicate Ltd, Bombay set up Indianising advertisements in the forties 1940 - Navanitlal & Co., Ahmedabad set up 1941 - Lux signs Leela Chitnis as the first Indian film actress to endorse the product - Hindustan Thompson Associates (HTA), the current incarnation of JWT, coins the Balanced Nourishment concept to make Horlicks more relevant to India - Green's Advertising Service Agents, Bombay formed 1943 - Advertising & Sales Promotion Co (ASP), Calcutta established 1944 - Dazzal, Bombay comes into existence - Ranjit Sales & Publicity Pr. Ltd, Bombay started 1945 - Efficient Publicities Pr. Ltd, Madras set up - Tom & Bay (Advertising) Pr. Ltd., Poona begins operations in India 1946
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- Eastern Psychograph Pr. Ltd., Bombay set up - Everest Advertising Pr. Ltd, Bombay established 1947 - Grant Advertising Inc, Bombay formed - Swami Advertising Bureau, Sholapur started 1948 - RC Advertising Co, Bombay set up - Phoenix Advertising Pr. Ltd, Calcutta formed Corporate advertising in the fifties 1950s - Radio Ceylon and Radio Goa become the media option 1951 - Vicks VapoRub: a rub for colds, causes ripples with its entry in the balm market 1952 - Shantilal G Shah & Co, Bombay 1954 - Advertising Club, Mumbai set up - Express Advertising Agency, Bombay - India Publicity Co. Pr. Ltd., Calcutta 1956 - Aiyars Advertising & Marketing, Bombay - Clarion Advertising Services Pr. Ltd, Calcutta 1957
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- Vividh Bharati kicks off 1958 - Shree Advertising Agency, Bombay 1959 - Associated Publicity, Cuttack

Creative revolution in the sixties 1960 - Advertising Accessories, Trichur started - Marketing Advertising Associates, Bombay set up 1961 - Industrial Advertising Agency, Bombay comes into existence - Bal Mundkur quits BOMAS to set up Ulka the same year 1962 - India's television's first soap opera - Teesra Rasta enthralls viewers 1963 - BOMAS changes names to SH Benson's - Stronach's absorbed into Norvicson - Lintas heading for uncertainty - Levers toying with giving its brands to other agencies - Nargis Wadia sets up Interpub - Wills Filter Tipped cigarettes launched and positioned as made for each other, filter and tobacco match 1965
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- Kersey Katrak sets up Mass Communication and Marketing (MCM) 1966 - Government persuaded to open up the broadcast media - Ayaz Peerbhoy sets up Marketing and Advertising Associates (MAA) 1967 - First commercial appears on Vividh Bharati 1968 - Nari Hira sets up Creative Unit - India wins the bid for the Asian Advertising Congress 1969 - Sylvester daCunha left Stronach's to run ASP; later sets up daCunha Associates 1970 - Frank Simoes sets up Frank Simoes Associates The problematic seventies 1970-1978 - National Readership Studies provided relevant data on consumers' reading habits 1970 - Concept of commercial programming accepted by All India Radio - Hasan Rezavi gives the very first spot on Radio Ceylon

1971 - Benson's undergo change in name to Ogilvy, Benson & Mather 1972
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- Western Outdoor Advertising Pvt Ltd (WOAPL) introduces first closed circuit TV (CCT) in the country at the race course in Mumbai 1973 - RK Swamy/BBDO established 1974 - MCM goes out of business - Arun Nanda & Ajit Balakrishnan set up Rediffusion 1975 - Ravi Gupta sets up Trikaya Grey 1976 - Commercial Television initiated 1978 - First television commercial seen 1979 - Ogilvy, Benson & Mather's name changes to Ogilvy & Mather Glued to the television in the eighties 1980 - Mudra Communications Ltd set up - King-sized Virginia filter cigarette enters market with brand name of 'Charms'

1981 - Network, associate of UTV, pioneers cable television in India 1982 - The biggest milestone in television was the Asiad '82 when
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television turned to colour transmission - Bombay Dyeing becomes the first colour TV ad - 13th Asian Advertising Congress in New Delhi - Media planning gets a boost 1983 - Maggi Noodles launched to become an overnight success - Canco Advertising Pvt. Ltd. founded - Manohar Shyam Joshi's Hum Log makes commercial television come alive - Mudra sponsors first commercial telecast of a major sporting event with the India-West Indies series 1984 - Hum Log, Doordarshan's first soap opera in the colour era is born - Viewers still remember the sponsor (Vicco) of Yeh Jo Hai Zindagi! 1985 - Mudra makes India's first telefilm, Janam 1985-86 - 915 new brands of products and services appearing on the Indian Market 1986 - Sananda is born on July 31. The Bengali magazine stupefies India by selling 75,000 copies within three hours of appearing on the newsstands. - Mudra Communications creates India's first folk-history TV serial Buniyaad. Shown on DD, it becomes the first of the mega soaps - Price quality positioning of Nirma detergent cakes boost sales
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1988 - AAAI's Premnarayan Award instituted 1989 - Advertising Club Bombay begins a biennial seminar called 'Advertising that Works' - Advertising & Marketing (A&M) magazine launched
Tech savvy in the nineties

1990 - Marks the beginning of new medium Internet - Agencies open new media shops; go virtual with websites and Internet advertising - Brand Equity (magazine) of The Economic Times is born 1991 - First India-targetted satellite channel, Zee TV starts broadcast - Close on the throes of the Gulf War enters STAR (Satellite Transmission for Asia Region) 1992 - Spectrum, publisher of A&M, constitutes its own award known as 'A&M Awards' - Scribes and media planners credit The Bold And The Beautiful serial on STAR Plus channel as a soap that started the cultural invasion 1993 - India's only advertising school, MICA (Mudra Institute of Communications Ahmedabad), is born - Tara on Zee TV becomes India's first female-centric soap 1995
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- Advertising Club of Bombay calls its awards as Abby - Country's first brand consulting firm, SABRE (Strategic Advantage for Brand Equity) begins operations 1996 - The ad fraternity hits big time for the first time by bagging three awards at the 43rd International Advertising Festival, Cannes - Sun TV becomes the first regional TV channel to go live 24 hours a day on all days of the week 1997 - Media boom with the growth of cable and satellite; print medium sees an increase in titles, especially in specialised areas - Government turns towards professional advertising in the private sector for its VDIS campaigns - Army resorts to the services of private sector agencies - Advertising on the Internet gains popularity - Equitor Consulting becomes the only independent brand consultancy company in the country - Several exercises in changing corporate identity - For the first time ever, Indians stand the chance of winning the $ 1million booty being offered by Gillette as part of its Football World Cup promo 1998 - Events assume important role in marketing mix - Rise of software TV producers banking on ad industry talent - Reinventing of cinema -advertising through cinema begins 1998 - Lintas becomes Ammirati Puri Lintas (APL) 1999
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- B2B site agencyfaqs.com launched on September 28, 1999 - The Advertising Club Bombay announces the AdWorks Trophy
In the new millennium

2000 - Mudra launches magindia.com - India's first advertising and marketing Gallery - Lintas merges with Lowe Group to become Lowe Lintas and Partners (LLP) - bigideasunlimited.com - a portal offering free and fee ideas for money launched by Alyque Padamsee and Sam Mathews - Game shows like Kaun Banega Crorepati become a rage; media buying industry is bullish on KBC - Kyunki Saas Bhi Kabhi Bahu Thi marks the return of familyoriented soap on TV - French advertising major Publicis acquires Maadhyam 2001 - Trikaya Grey becomes Grey Worldwide - Bharti's Rs 2.75-crore corporate TV commercial, where a baby girl is born in a football stadium, becomes the most expensive campaign of the year 2002 - Lowe Lintas & Partners rechristened Lowe Worldwide PRESENT:The media industry can be categorized into the following categories; filmed entertainment, television, music, radio and print. As implied, many aspire to join this industry due to the high visibility and glamour associated with many of the top jobs. That said, the opportunities are many and varied, and not all focused on celebrity status, such as in the areas of mass communication, content development, animation, production and event management. Performance The industry has suffered a great deal during the economic recession, with U.S. top media companies managing flat revenues in 2008 and a 5% contraction in 2009
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according to Ad Age reports. Many players, dominated by those in the print industry, have plunged into bankruptcy, primarily due to the shrinking revenues coupled with massive debt loads taken on in the market boom. Though certain digital media firms such as Google fared well (revenues up 23%), others such as Microsoft witnessed a flat top line. Ad spending in the U.S. was also severely depressed, falling 4% in 2008 a further 14% in the H1 2009, according to WPP's TNS Media Intelligence. Despite this sorry state, newspapers, magazines and cable systems continue to operate and media companies have been trying to slash their crippling debt. Analysts believe the worst is over, and globally, the industry is poised to emerge with less debt and stronger balance sheets in the coming 6 months. Growth Potential The Indian entertainment and media sector is one of the fastest growing sectors in the economy, and its segments have all witnessed tremendous double digit growth in the last few years. The past 2 years were tumultuous, especially due to poor liquidity in the system for financing big projects for the big and small screen. However, with global indicators realigning themselves once again, the Indian media and advertising industry too looks poised to resume where it left off pre 1H 2008. According to a 2009 report jointly published by the Federation of Indian Chambers of Commerce and Industry (FICCI) and KPMG, the media and entertainment industry in India is likely to grow at ~13 % CAGR over 2009-13, touching US$ 20 billion by 2013. The key reasons favoring the rapid growth of the Indian entertainment and media sector are the demographic and economic factors buoying Indias development; with a majority of the population below the age of 35, and increasing disposable income in Indian households, the average spend on media and entertainment is likely to grow, according to the 2009 edition of PricewaterhouseCoopers report. In addition, advances in technology, increasing penetration of communication mediums, policy initiatives of the Indian government to increase FDI and the increased participation of private media companies have been the other key drivers of the industry. As per current estimates the television industry is projected to grow by 22%, filmed entertainment by 16%, radio by 18% and the Indian advertising industry 61% over the next 3 years. Given the lucrative prospects of this segment, international media giants are all vying for a stake in the segment. In addition to domestic growth, the growing popularity of Indian content in the world market and South Asia in particular, has encouraged Indian entertainment industry players to also venture abroad to tap this booming segment; according to a report by CII-AT Kearney, the share of international markets in total box office collections is estimated to increase from 8% in 2006 to 15% in 2010. Future Prospects The greatest opportunities naturally lie in those sub-areas that are expected to grow the fastest over the next few years, namely, in the development of digital distribution platforms for TV such as DTH, digital music platforms, digital media advertising (internet, mobile and digital signage) and global cinema content. For new graduates, the industry poses great prospects for achievement given its growth trajectory. On the flip side, it is extremely fast-paced and stressful as well.
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Additionally, being creative on a tight schedule can be emotionally draining, especially because most of the work includes long hours and meeting stringent deadlines. 2011 had been a fantastic year in the Indian Social Media Landscape. The growth was not just seen in the usage of Social Networking sites, there was a massive interest shown by a lot of Indian brands on this platform. In no particular order here is the list of few brands whose case studies have been described in their blogs / website / nominated for award / written by blogger / analyzed by social media enthusiast.

Challenges before Indian Advertisement Industry

The Rs 15000 crores (US $3.5 Biln) Indian Advertising Industry ( a good part of revenue portion is run of the mill 'print ads' in news papers) is suffering several problems: The rules of game are changing fast for traditional (not below-the-line) advertising which was bread winner or major revenue source for most ad companies, like: 1. Falling audience of channels and broadcasters 2. Ingress of internet slowly but surely (online sales have several limitations though like credibility, tangiblity and goods return and refund) It also concerns with data security on internet like credit card details. 3. Problems of Zipping and Zapping ( in future ,TV recording by customer for leisure viewing/interactive TV, may eliminate advertsiing totally-Microsoft Vista has some features incorporated already for home theatre and recording convenience) 4. Emergence of Direct Marketing networks led by companies like Amway,Eureka Forbes, Tupperware and so onThe list is growing fast.It is proving better and more effective and cheaper too in some cases. 5. Advertisement cluttering . 6. Rising costs of advertising both in electronic and Print media despite reduced number of exposures and clutter. You can't see your own matrimonial ad in news paper easily. 7. Intense competition between brands and product and suppliers. 8. Re arragement of Indian Madison Avenue by mergers and take overs by foreign ad companies (BBDO,Rediffusion,JWT and almost every name)
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9. Need for global advertising strategies thus changing criteria for agency selection. 10. Little margins for advertising clients and limited role of advertsing in building brands ( A painful long term process as now realised). 11. Tough customers asking for integrated services from Ad companies and also well defined measureable results ( DAGMAR). 12. Rapid product launches and new technology creating need for perpetual customer information and outdoing competitive models. 13. Tired and confused customers with heavy dose of advertising, may be 250 to 350 exposure per day for a typical American ( and now Indian) housewife. 14. Search for strong USP for client and lack of self confidence in Indian advertising Industry, that anyway has just a speck of annual turnover of global trade, being not much more than one month's sales of Microsoft. 15. Since client anyway views ad agency guys as a suspicious lot wasting his money and being a necessary evil, in new environment retaining client in good humor is problematic, as was never before. It is also said that any one can win the client account but it is tough to retain it. Go it will, sooner or later to a competitor.That is moot point, when?

Online Advertising seems to be the buzzword in the Advertising Industry these days. It is exciting for all of us in the Internet AD world to note that our media, which is still less than 3% of the total Media bought, receives over 50% of the voice share by the Industry gurus and the press. This attention is largely fuelled by the almost 100% yearon-year growth of this medium and the various industry reports suggesting that 80% of all media bought by 2020 would be digital media. The proof that Internet Advertising works comes from the excellent growth registered by the early adopters such as the jobs, finance, travel & matrimony businesses. These are the businesses who trusted Internet with a large share of their AD budgets and they are the ones who have to stood to gain returns. As much as the small success of the Internet Media excites us, what remains a concern is whether we are ready to face the rude challenges thrown up to this industry. The Challenges Adoption of The Medium With so much of hype around the medium the bitter truth still remains that only 20% of
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the advertisers have adopted the medium. The biggest challenge today is that Internet is increasingly getting branded as a ROI medium. A few doubts still remain in the minds of the marketers and they doubt whether this should be the medium of choice when it comes to ROI. There is no problem with seeing the internet as a ROI medium but is approach to the measure of ROI correct. What needs to be corrected is that marketers need to consider Internet advertising as a tool beyond the lead generator. It is high time that we used the more advanced AD Matrix to measure ROIs on Internet. The Internet might be at the early stage of e-commerce but it is for sure the most preferred & high engagement medium when it comes to influencing ones perception about a brand or a purchase decision. But, how many (I am sure not many..) marketers are really using the right Matrix to calculate the ROI. Check out the success of the I-Coke platform in China a community of 20 million users and still growing- and the Adidas worldwide platform. When you consider these examples, you will put aside all inhibitions about the possibility of successfully building Brands and Communities on Internet. I am sure these were campaigns launched with goals that beyond CPC, CPL & CPA! Marketers just need to be more innovative & evolved with the quarterly sales targets not being the be all and end all of it. Critical Mass It is very disheartening for me when a client says, well I like everything that Internet can do for me. But you know I am a mass brand and the reach of Internet in India today is not exciting enough for me to put serious time and money behind it. Whether the Internet in India has already achieved the critical mass or not is ofcourse, a very subjective and debatable topic. There is still huge growth potential for both the increase of user base and quality inventory. Many more local ideas are available to create compelling content to fuel the growth of Internet in India. It is true that not every business created on the Internet will have the potential to come out with an IPO. But as long as it is an idea with some value for an Internet user, trust me you will be able to run a decently profitable business. We need more entrepreneurs who can fill the huge gap of quality inventory vs demand. Infrastructure Whether it is the Internet or the Mobile, bandwidth continues to remain the big roadblock to unleashing the true potential of the medium. Most innovative advertising solutions are bandwidth hungry and to a large extent the growth of broadband and internet advertising are directly proportional. We are all waiting for 3G to make our
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mobile phones the true convergence device and suddenly we would add up 130 million users. Advertising on the Mobile is going to be big and would give an immediate upside to Online Advertising. Internet advertising agencies will have to gear up to service the needs to Mobile advertising as a lot of Internet Advertising is going to converge with the hand held device. People The average age of executives in Indias Internet AD agencies is between 26-27 years. Why are the traditional advertising guys who know so much about Advertising shy of choosing the Internet? Why is it that not many creative gurus of the leading advertising agencies are willing to do Online Advertising? They all believe that Digital is the future yet they are not adopting it. Is it that they are unwilling to learn Online or the clients are willing to invest almost nothing on the Online Creatives. The same guy who spends almost Rs. 25 lakhs on a TV commercial finds if difficult to invest even a lakh on Online Creatives. Offline Agencies Vs The Online Agencies As much as the marketers agree that Online is a high engagement medium for the consumers, they also need to realize that the job of Online Agencies is equally high involvement. It will be unfair when the fees paid to Online Agencies is benchmarked with the fees paid to the Offline agency. The scale and involvement are both not in favor of the Online Agencies to be compared to the offline agencies. Yes you may find a few desperate-for-business agencies taking your mandate on unviable business terms, but be rest assured that the bigger loss is that of the advertiser because he will never receive his moneys worth with this approach. This approach unfortunately also leads to creating a wrong perception towards the effectiveness of the medium. Localization Of Medium Finally, there is serious dearth of local Internet inventory today. A lot more needs to be done whether in terms of local/regional content, vernacular advertising, more targeted IP & behavioral advertising. This will not only make Online advertising more targeted & relevant for the national players but shall make way for the yet to be tapped huge SME advertiser market. In a country where organized retail is less than 2%, the potential of the unorganized SME advertiser is too large to be ignored. Companies such as Google Ad Sense and TYROO are doing a great job in helping consolidate the local publishers and advertisers.

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While these are all very real challenges being faced by the industry, I am sure they are not insurmountable. The Internet AD world will slowly but surely grab a much larger share of the advertisers pie in times to come.

THE THREE FACES OF INDIAN ADVERTISING INDUSTRY

THE GOOD This is about the fine things that have stayed on and the emergence of an identity that makes me proud 1. Storytelling has got richer, more meaningful & delectably Indian Future technologies, definition of modernity, overwhelming influence of the West hasnt stopped many brand storytellers from deep diving into unmistakably Indian cultural codes. Stories are often less an effect of an elitist, intellectual or Western view of life and more a celebration of the Indian ethos. The industry in fact foments this blend that describes modern India. 2. Diversity of India implores diverse advertising approaches, which build muscle The unique nature of the Indian market which has a myriad cultures and subcultures with languages and dialects across each of them is often complex than a rubiks cube puzzle for marketing practitioners. But it has trained Indian advertising professionals to learn from the complex challenges and be successful world over. Industry professionals who can successfully handle the challenges that Indian advertising poses will often find it easy in many other parts of the world where homogeneity of culture prevails. And for adrenalin junkies Indian advertising with its diversity, is where one can have the most fun, with all their clothes on. 3. Indian advertising has it own unique signature style Unlike many emerging markets Indian advertising hasnt succumbed to dubbing international communication or using them as is. It is Indian in texture, milieu and finds its inspiration from within. 4. We continue to supply good talent to the global scene The export of our people has been very well absorbed & recognized especially in the intellectual & strategic space. Many global networks have sizable Indian professionals, especially in the Asia-Pacific region handling important portfolios. This I believe is a tribute to the quality and the high standard which is prevalent in India. 5. Home grown agencies have managed to retain their identity without becoming clones of their global masters More than 90% of the top agencies in the country are part of large multi national holding groups. But that has not made them any less Indian or less successful. In fact by retaining their Indian face they have ensured that they dont become merely executors of a global framework or a conduit for global presence in India.
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6. We have the fastest turn around times Our agility is our greatest strength. Be it creation of new campaigns or competition sabotage, our ability to convert ideas to marketplace in record time is commendable THE BAD This really means that its unfortunate that certain things havent happened & it requires little effort to accomplish it 1. Resistance to Change Breaking down various job functions into systems & departments has only got worse. So specialists have locked themselves in silos and it is difficult for them to look at tasks as a cohesive set of people. World over, many advertising groups have created task-oriented teams. Here multiple leaders manage brands or tasks with teams from mixed disciplines. Here flatter structures and not narrow hierarchies, prosper. Here brands rule and not individual egos. We are too obsessed with celebrating personalities and not brands. Hence the transition to discipline neutral teams that could mean a highly efficient working system has not happened. 2. Poor Trendsetters As an industry at the forefront of tapping into changing consumers, new technologies, emerging lifestyle needs etc, rarely is the contribution proactive. Marketing companies have evolved, but the advertising industry stays reactive 3. Lip service to integration: 30 secs still rules At a simple credentials invitation agencies often share their finest television work. Ideas dont rule here but gut wrenching or funny or enjoyable television commercials rule. A recall of any of those advertisements creates comfort with agency ability, even among clients. On forums and guest articles the Industry leaders continue to waxeloquent on the need to be integrated and focus on brand solutions, then go back and make 30 seconders! 4. Obsession with celebrities As an industry we take the easy way out to garner eyeballs. Here the use of celebrity as a face rather than a storyteller is the issue. And this has made the credibility that celebrities brought in the past, suspect among customers today. Whatever happened to the zillions of stories that we have in our own homes and the scores of real people who could make brilliant brand ambassadors? 5. Developing young talent is unimportant; buying them to add that edge has become important After MICA that is now a respected business and an advertising talent development school, has the industry created gatherings for knowledge sharing? Young talent is creating benchmarks basis the attitude reflected by their successful peers and seniors. Who are incidentally celebrating the concept of self-reward, rather than the reward for the craft & its effectiveness! More so any gathering, which may be under the garb of
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evaluating work, is really to source talent for the group of agencies present there. So what is the young talent really learning? THE UGLY Is what makes this industry unattractive and even acts as a deterrent for people to consider it as a career choice. And all of it is man made. 1.Divided we stand I cant think of any other industry, which has such a poor appetite for unity even in the worst hours. Seldom has this industry stood together in matters that concern the very survival of the business. Extreme short-term thinking and selfish motives have governed the industry for years and as matters stand now will continue for a long time unless a miracle occurs. The no holes barred mud slinging at the recently held elections for the office bearers post of AAAI is just symptomatic of the same. Does any one care? 2.You scratch my back and I Me and my friends will award each other for the work no one has ever seen. If you have a problem with that then you may not be creative enough! There are many agencies who encourage/tolerate people who do nothing but create fake ads for non existing clients which gets released in the most inappropriate media and win pots of awards. They then cash in on their newfound star status and go the next agency that will pay them a ridiculous sum to do the same. And the cycle continues. This floating population is often celebrated as the messiahs of advertising. The starry eyed young creative talents who join these agencies genuinely believe that this is real purpose of advertising. Brand success among consumers is not the benchmark, but how creative the ad is decides the award cache. Many genuine creative guys, who slog their bottom to ensure that the best solution is offered to brands that are entrusted with their agency, get disillusioned and even quit the industry. This scam is an open secret and no one wants to bell the cat. 3.You are not welcome Try becoming a part of any of these industry bodies. Getting a road contract tender will be easier and faster. Draconian conditions like INS accreditation (some one needs to tell these guys that media buying has become a specialized function a decade back) are criteria to be part of these associations. Its the domain of a few and they would want to keep it that way. 4. Sale! Sale! Sale! Agencies are on a sale 365 days a year. Undervaluing their services just to get a client in and making noises about new business wins are common. Giving everything free has seriously impacted our ability to retain and reward genuine talent who is leaving us for greener pastures like migratory birds. Who will value us if we dont value ourselves?
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SOCIAL MEDIA ADVERTISING CASES: Asian Paints-Tag a holi friend campaign on facebook Asian Paints is Asias third largest paint company, with a turnover of Rs 77.06 billion. The group operates around the world through its subsidiaries Berger International Limited, Apco Coatings, SCIB Paints and Taubmans. Indigo Consulting is a marketing and technology agency providing measurable, resultoriented website development and online marketing solutions. E X E C UTIV E S UMMA R Y Asian Paints were certain about strengthening their relationship with the online audience and hence required a social marketing campaign that would convey the core message of the Asian Paints brand, that of safe vibrant colours, and had the capacity to go viral. Their objective lay in creating a campaign that was self sustainable, viral and true to their brand persona of Asian Paints. Thus, Tag-A-Friend-Holi application was conceptualised. The application allowed users to play holi with other users across the globe with a chance to win an iPod nano and also conveyed an eco friendly message pertaining to water conservation. The application successfully linked Asian Paints with safe colourful fun and engaged users with the brand Asian Paints at every level. This creative strategy met the needs of creating a curiosity, engaging users in social interaction and maintaining an active buzz during the festive period of Holi. N A TUR E OF TH E P R OG R AMME / A C TIV ITY / C A MP A IG N All of the above D UR A TION OF TH E S A ID P ROGR A MME / A C TIV ITY / CA MP A IG N. S TA R T DA TE -E N D D A TE Feb 2010 April 2010 B AC KG R OUN D The client Asian Paints is Indias largest paints company, ranked among the top ten decorative coatings companies in the world, with an annual turnover of INR 66.80 billion. Asian Paints requested a social marketing campaign that would convey the core message of the Asian Paints brand, that of safe vibrant colours, and had the capacity to go viral. OB J E C TIV E S In order to increase brand awareness, Asian Paints were keen to take route of Social Media Marketing Background. With the then prevailing water crisis, we worked around
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the idea of a social media application that would engage users in a game of virtual Holi, thus saving gallons of water and still allowing them to celebrate with family and friends all over the globe. The aim was to create a campaign that was self-sustaining, viral, consistent and true to the brand promise of Safe, Vibrant Colours for your spaces S TR A TE G Y AN D P LA N N ING To take advantage of the festival of Holi, as it has traditionally been associated with colourful fun. This would make it an ideal occasion for people to connect the Asian Paints brand to wholesome fun and safe colours Imparting a message of deeper importance, conserving water at a time of a water shortage crisis, would associate Asian Paints with genuine concern for people and the environment We developed the Facebook application named Tag a friend Holi due to an increase in water crisis, we ensured that users had a fun, colourful Holi without wasting gallons of water The application allowed users to pick pictures of their friends and splash it with their favourite Holi colours that were mapped to selective Asian Paints colour palette and then publish the coloured picture on their friends wall An iPod Nano was offered to the user who tagged the most no. of friends The application was promoted on the Asian Paints website, mailers were sent out through afaqs database and a PPC campaign on Facebook was carried out. S TA K EH O LD ER S There were no particular stakeholders involved as the initiatives basic purpose was to create some awareness and brand presence on a social forum. In saying so, it was targeted at everyone and anyone who had a presence on Facebook. C H OIC E OF C HA NN E LS We chose Facebook as the platform to run this viral campaign simply because of its reach to a large no of users who were not only suited as prospective customers but were also likely to engage in game applications on a social media forum. IM P LE ME N TA TION Tag-A-Friend Holi, an application on Facebook enabled users to play a virtual Holi. The application allowed participants to splash the profile pictures of their friends with a customizable tool of choice (pichkari, balloon or the hand) and a palette of colours provided by Asian Paints. Once the participant had finished splashing a friends picture, they had the option of saving and publishing the image to their profile and the victims wall and album. Since the medium used was a social networking site, the participants could aggressively wish a happy Holi to the dear and far they would never meet face-to-face during Holi. As an added incentive, the participant who played the most ie tag/colour the most number of friends, would win an iPod Nano.

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IM P A C T A ND OUTC OME The fun factor of the app was its biggest selling point, the participants promoted it themselves on Facebook, though Indigo Consulting did encourage more to participate through email. For 8 days from 26th February to 5th March, 2010 the application added 16,755 monthly active Facebook users 924 Facebook fans 334-the highest number of victims by 1 person 23,819 times the app was successfully played 1,59,914 page views 67,434 unique page views The campaign met its objectives. Tag-A-Friend Holi beat competition from similar Holi themed applications on Facebook by over 10,000 monthly active users. The application went above and beyond the call to promote the Asian Paints brand thanks to its environmental message. It successfully linked Asian Paints with safe colourful fun. More importantly this virtual Holi helped conserve water and prevent the use of harmful dyes without ruining one of Indias most iconic festivals. Tag-A-Friend Holi also won the Social Network Standard of Excellence from the Web Marketing Associations Web Award competition in 2010 LE A R N ING S The application met the need of users separated by distance to play holi with family and friends across the globe via the social network forum. Conveyed the message of the Asian Paints brand message of safe and vibrant colours. Brought to light the eco friendly message involving water conservation. The incentive to win an iPod nano encouraged greater user participation. What didnt work was the longevity of the application was restricted due to the duration of the festival of Holi. WH A T N E X T Following the success of Asian Paints Tag-A-Friend-Holi Facebook application in 2010, the following year in 2011, we revised social media strategy to seamlessly connect Asian Paints association with colours and one of Indias most popular festivals Holi, with the most anticipated sporting event of 2011, The Cricket World Cup tournament. The application garnered close to 35,000 page views with more than 10,000 monthly active users within the first week. The application was played extensively amongst users from India, USA and UK, with the most active users hailing from the cities of Mumbai, Bangalore and New Delhi.

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Retirement

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Planning
Umesh Kumar India is an agriculturist country. Majority of our population lives in villages and is dependent on agriculture. However, after industrial reforms of 1991, service sector has grown tremendously and the number of employed people is increasing year by year. People are enjoying their jobs; money flow has become consistent comparatively. People today like luxurious life style of eating out and wearing brands. They like to spend more than saving or investing. This at a young age may seem to be living like a luxurious life but at a later stage of life can turn out to be harmful, distressful and de-motivating for people. If they do not save for future they would end up spending everything earned in the job and in their old age they would depend on old age homes or their kids (which nowadays is not seen often). By writing this case, I would like to make an effort to make people aware to a social problem in our society which however is considered to be personal, but is a problem
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nationwide and is affecting our economy and our country as a whole. The Case is about retirement planning and this would be a social marketing effort whereby I would like to pay emphasis on 4 Ps of marketing and the 5th P of social marketing i.e. Policy.

Retirement Planning

America is the known to be the world greatest power. The strongest economy and veto-power makes America the number one country in the world. A country grows with the growth of its people, the young population specially are considered to be the pivots of any economy. However, the contribution from older section of the population can not be ignored and the make major part of the population. In USA the population above the age of 50 accounts for:

More than 77% of countries financial assets 54% of consumer demand 77% of all prescription drug purchase 47% of auto sales 80% of luxury travel purchase 60% of all over the counter drug purchases, which is a major contribution to American economy.

If we try to make segments in Indian population according to their age We come to know that majority of our population is young.

Age 0-14 15-64 65 and above

Percentage 31% 63.6% 5.3%

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India has more than 50% of its population below the age of 25 and more than 65% below the age of 35. Below is a format how a campaign on retirement planning for a country like India would look like:

Target Market The age at which at a person a start working is assumed to be around 22 therefore, if we have to communicate the message of retirement planning to the population, the target market would be a segment of people which would start from the age limit of people who are potential employees till the age group who are to be retired soon i.e. service class people, between the age group of 18-62 and major focus on people above 50.

Target Behavior The target behavior we want our customer i.e. the target population to adopt is saving in retirement planning so that they do not face any difficulties in their old age. The purpose of the campaign is to increase pattern of savings among the working class.

Product Product here refers to the item that I am trying to sell i.e. the idea of retirement planning and its benefits thereafter. So the products can be presented as: Benefits of Retirement Planning , Life Insurances, Mutual Funds etc A Healthy and joyful Life Style Savings

Price Price here does not refer to the cost that the customer or my target population has to pay in monetary terms; price here refers to the inconvenience caused in order to change their usual behavior to the desired behavior. Therefore price here is:
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Inconvenience

Reduction in Spending Less Time to enjoy as earlier My Money my concern- people think we are better accountants for our own money, the idea of telling them how to take care of your money for future may not be appreciated

Place The places I would like to cater to people. This campaign is going to start from Chandigarh, and we would target the Punjab population first and later this campaign would be launched nationwide. Places should be chosen taking in consideration the target population, where they can be found most or most of the time. The target population in this campaign can be found at following places: Gurudwaras Temples Parks Clubs Internet Home

Promotion Without promotions today we can not think of making a successful campaign, that too a social marketing campaign. It requires a lot of efforts and marketing skills. Marketing strategies would be designed in consideration to the target population only. Campaigns like Sir utha ke jiyo and Na sir jukha hai kabhi aur na jhukayenge kabhihas been successful campaigns. These can be considered as benchmarks for marketing campaign and we can try to adapt to the following: Meetings with People Media Word of mouth RPCs (Retirement Planning Consultants) Press releases RPSs (Retirement Planning Stalls) Websites

Policy Policy refers to any rule or law by the government which stands by the desired behavior as in case of Smoking in Public places, Dowry system and others.
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Retirement planning does not have any policy by the government that makes it necessary for an employee to save for old age. There should have been a policy, a rule or a law which would abide all the people of a nation so that they save for their old age and do not face embarrassment at an age where someone desires most respect. A policy should have been there which makes it:

Compulsion for employees to save for future Policy with the Government For better health and better financial conditions. A fixed percentage to be saved (annually/quarterly/monthly)

Example An attempt has been made in order to promote the campaign through different messages. Communication, as considered to be the most powerful tool in convincing a person, below few examples of some advertisement, slogans are shown which will be communicated to the target population:

Sardar sheran di kaum hundi ya te sher raja hunda ya Jehda kise de age jhukda nahi

Tan fer apne budape de time kyu apna sir neevan Kariye kyu lachar hoyiye,

aao assi aaj ae kasam khande ya ki apne budape layi aaj ton hi savings karange te Apne sir nu os sache badshah os rabb ton alawa kise de age nahi jhukan davange wahe guru ji da khalsa wahe guru ji di fateh
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Befikaran wangu na katto zindgi, pai jayega syapa Time rehnde retirement planning kara lo aan wala hai budapa

Agar aap nahi jante ki aapka beta aapki khushiyo ka khyal rakhega ya nahi

Agar aap nahi jante ki aapki bahu aapki jaroorato ka khyal rakhegi ya nahi

To aaj hi retirement planning Karen jo rakhe aapki Jarooraton ke sath sath aapki khushiyon ka bhi khyal

Benefits

Change is painful irrespective of the usefulness or the benefits in future. It would take a lot of efforts to change people from the current behavior and would take a long time. This is going to be an installment process. Once people change their behavior and start saving for old age, few of the benefits they would be reaping can be listed below: People would become aware of importance of saving Happy life throughout Improved Life style Increased Life Expectancy Reduced dependency over children Increased Human Index Number Better living Better economic condition in the country

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By making this small effort and spreading it across as many people as we can, I think I can at least bring about a small change. As they say small changes made consistently bring about huge revolutions.

The Tribune
Type Format Owner Editor-in-chief Founded Political Alignment Language Headquarters Official website Daily Newspaper Broadsheet Tribune Trust Raj Chengappa 2 february 1881 Neutral English Chandigarh,Punjab(Indian State),India Tribuneindia.com

INTRODUCTION
The Tribune is an Indian English-language daily newspaper published from Chandigarh,New Delhi, Jalandhar, Dehradun and Bathinda. It was founded on 2
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February 1881, inLahore (now in Pakistan), by Sardar Dyal Singh Majithia, a philanthropist, and is run by a trust comprising five persons as trustees. It is a major Indian newspaper with a worldwide circulation. In India, it is the leading English daily for Punjab, Haryana, Himachal Pradesh, and the Union Territory of Chandigarh.[6] Aside from The Tribune in English, it has two sister publications: Dainik Tribune (in Hindi) and Punjabi Tribune. Naresh Kaushal is the Editor for Dainik Tribune and Varinder Walia is the Editor for Punjabi Tribune. Raj Chengappa is the Editor-in-Chief of The Tribune Group of Newspapers. The Internet Edition of The Tribune was launched in July 1998 by Deputy Editor Roopinder Singh. The Internet editions of the Punjabi Tribune and Dainik Tribunewere launched on 16 August 2010.All the three newspapers are published by 'The Tribune Trust'. ADVERTISEMENT TARRIFF OF THE TRIBUNE AS EFFECTIVE FROM MARCH 2012 ONLINE:Display advertisements on The Tribune Online Edition can be placed in the form of linked/unlinked banners or panels. The dimensions of panels are maximum 80x80 pixels, placed on the sides of the pages, including the Home page. The dimensions of the banners are 40x380 pixels. Visitors to the site clicking on the banners or panels will be linked either to the advertisers Home page (at no extra cost) or to an HTML page advertisement on the Web server hosting The Tribune site, also at no extra cost. Creation of an HTML page advertisement, if so desired, will, however, be charged extra. Inquiries and proposals for such advertisements may be mailed to advt@tribuneindia.com The easy payment procedure will then be intimated through e-mail. Display advertisement rates (For an advertisement retained for four weeks) Banner/Panel Home page: Banner Advt.: Rs 35,000/ Panel Advt. Rs 26,000 All other pages: Banner Advt: Rs 21,000/ Panel Advt.: Rs 17,500 Text Link: Rs 10,000/- (Home page); Rs. 7500/- (Other Pages). Pop-up advertisements will be charged at 50% premium on banner rates.

Advertisement material and submission The advertisement material is to be submitted on a CD or mailed toadvt@tribuneindia.com or ads@tribuneindia.com. The client will then be informed
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about the procedure to make the payment. The material will be in either of the following formats: HTML format The CD should contain the following files (all files should be in one directory only): 1. Panel.gif or panel.jpg (not more than 10KB) for the image to be displayed as panel as per specifications below. If it is a banner then file size should not exceed 25 KB. 2. Either a plain text file (url.txt) containing the advertisers home page URL or an advt.htm file as the html document for the page to be hosted on the web server hosting The Tribune Online. The total size of the htm file should not exceed 10 KB. 3. The graphics/image(s) as GIF or JPG (JPEG) files. Non-HTML format The diskette should contain the following files (all files should be on one directory only) 1. Panel.gif or panel.jpg as per specifications below. 2. Advt.txt containing the text of the advertisement page in ASCII format and its size should not exceed 10 KB. 3. Advt.gif or advt.jpg for the graphics/image to be displayed on the advertisement page. Material Deadline The advertisement release order along with the material must reach us at least 10 days in advance. The advertisement will appear on The Tribune Online subject to acceptance. In case the advt. is not accepted, the payment made by the advertiser will be refunded. Advertisement tariffs:

Categories of Advertisements Ordinary position(B&W) Ordinary position(Colour) Front page Third page(B&W) Third 46

The Tribune(TT) 610 850 1220 850 940

Dainik Tribune(DT) 125 155 220 155 175

Punjabi Tribune(PT) 175 215 280 215 235

TT+DT+PT 900 1210 1710 1210 1340

TT+DT 730 1000 1435 1000 1110

TT+PT 780 1060 1495 1060 1170

DT+PT 295 365 495 365 405

page(Colour) Last page Ear panels Ordinary word rate(upto 100 words) Classified display 1020 190 255 1455 1205 1270 440

Accepted in combined editions and only in colour Rs.18,000 per insertion 20 Rs.350 10 Rs.70 10 CLASSIFIED RATES 35 Rs.500 28 Rs.400 28 Rs.435 17 Rs.165

Rs.110

All rates are per square centimeter.

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INTRODUCTION: 92.7 BIG FM is a nationwide private FM radio station in India owned by Indian businessman Anil Ambani. It broadcasts at 92.7 MHz (92.7FM). Currently, it covers 45 cities. This is the only private FM radio station which is being broadcast from Srinagar and Jammu in Jammu & Kashmir state. It has made an announcement to invest Rs. 4,000,000,000 dedicated to transmission equipment, infrastructure and licensing; which would make the proposed network the largest ever. From July 1, 2008, BIG FM included Singapore, the first city outside India, in its broadcasting network. It broadcasts its programmes daily from 5 to 8pm on XFM 96.3, under the name of 'BIG Bollywood 96.3FM'. BIG FM is the radio partner for the Bangalore Restaurant Week an event involving reportedly, the best restaurants in Bangalore. A number of radio contests are expected to be aired that enable contestants to win prizes. Famous RJs of Big FM include Rj anirudh & RJ Nitin from Mumbai, RJ Balaji from Chennai who is popular for his show "cross-talk". RJ Rohith who's bagged the prestigious "IRF Best Kannada RJ of the year 2009" and "IRF Best Kannada Show of the year 2009" and RJ Nethra who kept the momentum by bringing back the titles "IRF Best Kannada RJ of the Year 2010" and "IRF Best Kannada Show of the Year 2010" from the Indian Radio Forum and RJ Shekar Basha from Hyderabad,who has the record of winning the the IRF Award cosecutively for six times in a row from 2006-2012 with a total of 11 IRF awards to his Credit,which include 2 Best promos,6 Best Breakfast shows,3 RJ of the year Awards.

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Tariffs: All rates of advertisement are @per second. Special packages or combinations for those who want to advertise on radio as well as their official channel spark Punjabi. All the business deals are a private affair. The most expensive hours to advertise are prime time hours- 7am-11am and 5pm9pm. Target population-15 yrs to 35 yrs.

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