MOTAGUA

PRESENTATION

TEAM SPSS
Sandip Ghosh, Prabhat Sengar, Saurabh Kr. Singh

India in 1950s
Political, Economical, Social, Technical, Environmental, Legal

GDP of INDIA: INR 2.7 lakh crore, USD / INR exchange being INR
4.79/1.00USD , but still the GDP per capita was only 3.12 % that of US
High taxation on business, Creation of Infrastructure, Creation of
educational institutions

60
%

3.12
%

3
MILLION+

These were the Articulation of Dream India based on socialist Nehruvian

view
Total surfaced road is 100,000km which is only 25% of the total road that
runs through around 400,000 kms in India
Agriculture yield is too low, focus on agriculture to meet the demand of the
nation.

Agriculture
More than 60% of the labor
force was engaged in agriculture

Quality of Life
GDP per capita was 1/30 th o
that of US

Refugees
The settlement of refugees was a
considerable financial strain.

Advertisement in India,
1950s
In Indias Life and part of it

1905

1920

1935

Advent of Indian Modern Larry Stronach conducted Dalda Vanaspati- Indias

first advertising campaign
Advertising , as on 1905
Indias first market
first Indian Ad Agency was
research report
set up

Creative
Acceptance
of new
Leap

technologies , product
illustration in ads.

Company
Rationing

Sources: Adkatha by Anand Halve and Ankita Sarkar | Advertising and globalisation in India by Lynne Ciochetto (2004)

Scraperboar
A technique
dof art that

gives the ads a streamline

edge of videography

The Vision of India

Integrated Marketing Communications Campaign

Objectives
Target Audience
Youth of India Age: 18-30
High Income group
Metro cities : Calcutta, Madras,
Bombay and Delhi

To communicate a message that the

New India who have a vision of her
own, now need B&L to implement it

Channels & Media mix

Print Media
Non Print Media
Sales Promotion

Research

Measure result

On basis of explanatory survey in

different metro cities, data is gathered
on how spectacle is perceived by
Indians

City wise sales figures

Road Blocks
Hurdles

Assumptions

Product Awareness

Technology
Its assumed that the technology which will be
present in 1990 is present in 1950 for production
of contact lens.

Though spectacles had a long history with India, as it

speculated to by some historian to originate form our
motherland in the late 13th century
For Indian , contact lens was a thing they were completely
unware of.

Types of lens

Packaging

Soft Lens and RGP lens

Though RGP lens dominated markets in west.
In India B&L launched soft lens

Plastics container were not there

Lens need to be keep in container which wont be chemically
reactive
For premium feel, willow wood case are used
A glass hemi-sphere is to keep the solution and the lens
To avoid confusion between left and right eye , the package
can be closed from only direction

Limitation in Media
Television started in 1959 Thus TVC Out of Scope
Color ad were small in size , thus only magazine can be
considered for color

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Print Media | 01
Newspaper advertising on the basis of neuromarketing

News Paper
The concept of vision of
India would be first introduced
in
-January 27th , 1976
In Times of India
Focus should also be
given on regional newspapers like:
Anandabazaar Patrika
Sharadiya Shankya (Puja Special)
Kesari
Dainik Jagaran
Sanmarg

ON FLIP

Malayala Manorama
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Dilip Kumar

Satyajit Ray

Print Media | 02
Magazine advertising on the basis of neuromarketing

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Print Media | 03

Banners/ Hoardings at prominent locations

BuraBazaar, Kolkata

Madras Central, Chennai

Cannaught Place, Delhi

Places with the highest footfall in India would be utilized for advertising
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Print Media | 04
Advertisement on transports

The major transport mediums like trams / buses (specially double-decker buses)
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Non-Print Media | 01
Radio

Design

Idea

A short message on the basis To attract young Indian, to

of the vision of India
own a product , which is
communicated the same
vision citied by their leader

Plan
To play the short audio clip 3
to 4 in the most traffic stop
named GeetMala in Radio
Ceylon and popular show in
AIR

Tit bits

Ameen Sayani
The famous radio announcer, the voice of radio in the
1950s
He achieved fame and popularity all across South Asia
when he presented hisBinaca Geetmalaprogram of hits
over the airwaves ofRadio Ceylon

Total radio sets in India 275,000 in 1950

Calcutta, Madras, Delhi, Bombay , Lucknow and
Tiruchipalli were the six stations covered by AIR

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10

Non-Print Media | 02
Movies

Surprisingly, product placement in Bollywood movies dates back to 1954, when

CocaCola was positioned as a hospitality product in Raj Kapoors Shree 420.
Similarly Bausch and Lomb can be placed in movies such as C.I.D or Shree 420,
where it can be placed as a product for the modern Indian men
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11

The Opticians | Sales Promotion

In-shop Experience

Positioning in the optometrist's cabin

Advertisement will bring customer to the opticians
shop, but the main sale conversion happens at the
shop floor
Sales education to the shop keeper of the different
dealers of Bausch and Lomb
Incentive them as if they can sale a contact lens ,
there sales can increase three fold as cross selling
of shades becomes a viable option and also a
spectacle should be accompanied as contact cannot
wore all through the day.
Introduce Progressive margins for better display of
advertisements
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12

The Opticians | Sales Promotion

Product Awareness

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13

The Perfect Formula

+
01

Research

02

+
Advertising
Budget

03

=
Channels

04

A Great Success