Digitally Promoting a Salt Brand

1. we are dying

3. because

4. we smoke

5. we drink

6. work hard

7. work hard

8. eat junk

9. sleep less

10. rest even lesser

11. As a result: our heart is slowly but surely growing older @ a pace faster than we are

12. And will soon stop beating… sooner than later

13. what can Annapurna do?

14. BIG IDEA: “Live and let your heart live” campaign

15. Long time back a man walked in defiance in all that was wrong for us, he walked against inhumanity for humanity and freedom.

16. Let us stand up join hands and stand against inhumanity towards our heart. Lets take our heart out for a while and let it live.

17. The execution of this campaign will happen in phases over two mediums, mainly facebbok and Annapurna's site, facebook to muster user attention and microsite for conversion.

18. Phase 1: A facebook page for the masses: We create a facebook page fanpage which shall have info on the various reasons and causes of stress on the heart, there will be constant feeds that will go on the wall regarding heart diseases, benefits of low sodium salts and small contests on the wall (E.g what is the considered to be a normal heart beat etc) to engage users.

19. Phase 2: Virtual Save My Heart Pledge: in this phase we get users to take a virtual pledge for a better and healthier heart. On facebook we create a tab for this campaign, on this there will info about the campaign and a call to action asking the user to take the pledge. On clicking the button the user is taken to the Annapurna microsite where he will have to enter his name, email id and phone number (optional). The landing page will have the outline of a huge heart, the user has to click on one of the pixels and enter details, on submitting that pixel in the shape of a heart shall henceforth display the users name. (Reference: Save the tiger)

20. Viral Effect: The user post taking the pledge is asked if he wants his friends to take the pledge along with him/ her so that even his friends can live and be the user forever. Post taking the pledge the users fb profile shall display that the user has taken the pledge and asks the reader if he/ she wants to take the pledge. E-mailer: The email id enetered by the user will be sent regular emailers from Annapurna on tips, about Annapurna etc.

21. Phase 3: Heart Walk Once the fb fan page has acquired more than a pre-specified number of fans (e.x. 20000) an actual event which will promoted via facebook, where all fans of the facebook page shall be notified of a walk in their city, the walk would be to promote a better heart and in defiance of the lifestyle as we know it today (Ref: http://www.facebook.com/surkupai?v=wall&story_fbid=423344841250#!/pages/Boobquake/115608248460905?ref=ts)

22. Why do it? The idea behind this event is to strengthen brand positioning and promote the brand via the event and garner media and user loyalty as a brand that promotes healthy living.