ASSIGNMNET NO 03 Previous Brand: -Bajaj PULSAR DTSI. Ad Campaign: - PULSAR STUNT-MANIA. New Product: - AERO MAJESTIC.

. Advertisement plan: The advertisement plan for AEROs new Bike MAJESTIC would be a blend of T.V. ads along with road shows, road campaigns, OOH and print media. Herein, the target audience will be the youth and the main objective will be to showcase the MAJESTIC image of AERO along with the bike as such. The ad campaign would showcase the journey of AERO and the image of being MAJESTIC along with the bike. Scene 1: -The ad is an animated ad, it would start with a scene showing a jungle background. Scene 2: - herein it is showed that wild dogs of the Jungle are shown as a group of dacoits who after having a huge kill are having a merry making time with each other and they are making OX as an Basanti to dance in the middle, meanwhile a LION is resting in his den. From the huge hullabaloo coming from out hes sleep is disturbed and he steps out of his den. Scene 3 : - he finds that all the gang members i.e. the dogs a are having a good time but they are forcing the Basanti to dance forcefully, he enters the arena and utters the famous dialogue Basanti in kutton k saamne mat naachna and all the dogs seeing the LION runs away and the Basanti is rescued. Scene 4: - now our bike alongside the lion will be shown and the tagline would say, COME WHAT MAY, A MAJESTIC WOULD RULE FOREVER!!! Thus showcasing the fact that no matter whom the competitor is they all would be minnows in front of AERO MAJESTIC like the dogs were in front of the lion.

Message Strategy: The message is delivered through the ad campaign discussed above. Herein the company AERO wants to propagate the message that just like the image of elephant and lion is of being majestic so the company wants to showcase the same image with their bike. The message would be highlighted from its slogan COME WHAT MAY, A MAJESTIC WOULD RULE FOREVER!!! The message would be of EFFECTIVE and somewhat COGNITIVE type as it even touches the emotional aspect as such. MAJESTIC is something which is associated with a sense of Pride and Glory which is being shown by the ad of Lion and Dogs, thus it will be portrayed that if you are the owner of this bike all these things are entailed automatically as such. The message would be propagated amongst the masses by keeping in mind their emotional aspect into consideration; the basic idea is to make the people feel connected with the characteristic of the Bike. The message would be propagated through different mediums described above.

Media Mix : The media used would be of the E media as in T.V ads. Print media- ads in leading newspapers and magazines, mainly of bikes and youth oriented. Other than that OOH would be used in metro cities and tier 2 cities Road campaigns and road shows showcasing the bike all over the place, thus making it noticeable to each and every common man on the road as such. The bikes features and other specifications would also be prompted through viral marketing i.e. through Bike sites, blogs etc.

Expenditure wise Break up of the Media Budget : The budget would be of 10 crores,out of which the break up would be :

T.V Ads 3 -3.5 crores. Print media 2 crores OOH 3 crores Road shows, campaigns 0.5 crore Internet 1- 1.5 crore.

Thus as we can see more expenditure would be done on the TV ads which are the most effective medium of reach followed by print and road shows and so and so forth as such.