Youth, the Largest buyer of everything from mobiles to Motorbikes, Apparels to LCD’s, brimming with Impulse purchase and eCommerce the segment is fast going global. With an average time spent of 45 mins per consumer our set of 3000+ youth I cafes cater to a daily captive audience of 1.9 Lac Global Indians every day across top cities.

1. “We have a passion for creating great consumer
conversations. We know that in a good
conversation every one can get their point across.
Brands included”
Marketing to Youth

2. Youth @ I cafes – Shared Computing is My space
eCommerce
I’m a PHONE junkie I chat
My copy AVATAR, I’m social FB,
goes every where Twitter, G+
with me that’s
my movie
I’m a movie buff
read all reviews
online
I’m a shopaholic
I’m on Pre Paid
I spend 45
minutes+ a day
on the net
390 million social
networking users
I browse on Chrome I GOOGLE
I Game, Online everything
Im a gadget geek Shoes
I’m corporate honcho
in the making online deals

3. 100 Million Internet users in India, with 8% penetration, 20 Million use the Internet daily. 50%
of total Internet population in India is below 25 years of age. 40% of the Internet users access
the net from I-cafes. These cafes are privately owned by small & mid size entrepreneurs.
Access Pattern
Tata Consultancy Services,2010

4. Buying
Debating
Bloggin Chatting
g
Creating
Selling
Viewing Discussin
g
Tagging Networkin
g
Uploading
Playing
Vodcastin Listenin
g g
Downloadin
g
Podcasting
Talking
Writing Searching
Readin
g
What Are they doing Online @ icafes?

5. ALSO!
They are Listening, Talking, Engaging
Making up their minds
&
Trying stuff that’s cool

6. Number Pulse
People
1.9 lac Youth Daily
Places
Ages 15-35 3000 cafes
Personalities
SEC A, B+ 50+ top Indian cities the Largest buyer of
45 Mins average time Youth Locations everything from
spent online mobiles to Motorbikes,
Near campuses, youth
60 minutes average in hangouts, hotspots Apparels to LCD’s,
the cafe brimming with Impulse
purchase and
eCommerce
Youth, the Largest buyer of everything from mobiles to Motorbikes,
Apparels to LCD’s, brimming with Impulse purchase and eCommerce the
segment is fast going global. With an average time spent of 45 mins per
consumer our set of 3000+ youth I cafes cater to a daily captive audience
of 1.9 Lac Global Indians every day across 50+ cities.

7. They are consuming! – Youth & brands
They are spending on on
mobile phones
(39.6%), food (22.6%) and
clothes (22.6%).
Then come movies (6.2%),
personal grooming (4.6%),
gifts (1.5%),
boyfriend/girlfriend (1.1%)
with liquor (0.7%) and
sports and gym (0.7%)
coming in with least
spending percentage.
*Hindustan times youth survey 2011

8. Engagement Strategy…
Prompt
Inform Trials
RETAIN
Entertain Convert
Reward
Engage

9. @Icafes
Café
Branding
PC Branding
Online
Engagement
Product
Demos
Product Trials
CTA +
Feedback
Consumer
Acquisition

10. Case Studies
Recent projects at I cafes.

11. Next to Net
India is the 2nd largest online destination in the world, A
stellar 66% growth recorded in 2009-10 bears testimony
to the imminent boom in India online. 70% of the youth
spends more than 30% online, 65% access the internet
via shared computing. Youth are chatting, networking,
building brand perceptions and shopping online.
Users of the internet or which have spent less
than 12 months on the new

12. Brand | Yahoo
Audience | New to Net users, Prime
I-Café program to educate, certify,
Target 16-24 years equip Next To Net users with
Geo Scope | 59 cities Internet education
Objective: To position Yahoo as a window to acquire
consumers and add Yahoo email ID usage.
Challenge: To acquire new users and drive use of
YAHOO id as the primary ID.
Solution: New to Net users who have not yet created an
identity on the NET
Value Prop: A “User Driven Activation” involving the
Influencers - Café Owners and the Users. NIIT
Accreditation to the users and monthly Reward program
for Café Owners to maintain their interest level
Each user completed 1HR learn the internet module and
create an e-profile. Each consumer received an e-
certificate by NIIT via the module
Merch

13. I-Café program to educate, certify,
equip Next To Net users with
Internet education
Scale
 The Campaign enrolled 1000 cyber café’s into this
program.
 Tapping 7000 shared computing terminals PC’s &
reaching out to an internet user base of whooping 8.4
million
ROI
 511000 Consumers completed the program acquired
& Certificates Issued, there eCertificates reached
their very own Yahoo email addresses on the internet
 4088000 (4 million) consumers completed the
program partly spending 15-35 minutes interacting
with the brand online
A custom solution driven program which is ROI specific
and targets the specific marketing objectives of the brand

14. The Style
Cats
Aged between 14 and 28 , follows the biggest trends,
Buys the Newest IN things, is hot on the social circuit.
An early adaptor, chases populist trends, technology,
fashion, banks on brands and buys for style “looking
good is important but being seen looking good is more
important then ever!”
Youth, Campus Students and young adults

15. Brand | Renault India
Yahoo ! India in partnership with
Audience | Youth Renault celebrate the F1 Fever with
Geo Scope | 50 Campuses + Icafes in Top Online Digi Racer Game.
7 Cities
Objective: Create awareness and excitement about
Yahoo F1 Digi Racer by making people experience
it both online and offline.
Challenge: To choose effective touch points where
youth will willingly participate and experience the
game.
Solution: Yahoo! F1 Digi Racer Demo zones were
deployed in campuses where students can play and
increase their scorecard.
Nearby Icafes were also branded with Digi racer
Posters, Flags & wobblers.
Dedicated F1 game station equipped with Web cam
and headphones was also created in Icafes.
Value Prop: The highest scorer won F1 tickets for
India’s first Grand Prix. All participants won Renault
sponsored goodies and coupons that can be
redeemed in chosen Icafes to try again their luck
ROI: In span of 10 days 3000 students played the
game online followed by buzz amongst 9000
students

16. Brand | Google Chrome I Café Activation : - Trial and
Audience | Internet Users Product awareness driven
Geo Scope | 18 – 34yrs across 3000 cafes
in 59 cities Program.
Chrome offers superior browsing - faster, safer,
simpler.. & the brand's objective was to enable
users who did not have personal choice in the
matter of choosing their browser (is internet
users in I café’s) the chance to experience the
next level of Internet surfing.
 Objective: As a part of the global Chrome’s
"Better Web" campaign Chrome wanted to
strengthen its space by targeting to the
users between the ages of 15-35 the savy
adopters
− Educate the I café owner on the safer
browsing benefits,
− Ensure access to superior/better browsing
experience to Chrome users,
− Encourage user trials, & long term usage
− Educate users about apps from CWS within
the browser that offer another unique & more
fulfilling user experience especially for users
who use shared PCs

17. Brand | Google Chrome I Café Activation : - Assertive
Audience | Internet Users Trials, Reward & Recognition to
Geo Scope | 18 – 34yrs across 3000 cafes
in 59 cities the café owners & consumers
Concept
A better web with Chrome gives you 'more
internet/hour’
Solution: A Consumer driven Activation @ Internet
Cafes Involving the Influencer- Café owner; the User
(consumer); A balance of Stakeholders to create an
eco-system benefiting all parties to drive ROI
 Correct Identification of cafes based on PC count
& influence
 Manage & educate influencers, the café owners
via demos & info – enroll into a “'ensuring a better
web browsing in cafe' “ program
 Customize the Product: this was the strongest
innovation in the program we developed a custom
version Of Chrome that had special extensions
designed with user insights from Indian I cafe’s that
tackled; Printing; Safety; Time

18. More Gaming per
hour
 Ensure Product availability - Install the - Chrome
for cafes with special features for security in 16000
PC’s thus ensuring presence + visibility at the cafes
 Awareness at point of usage - By strong branding
& consumer call to action backed by influencer
recommendation
 Ensure continued Product availability
 Increase product stickiness - Installing 4 APP
store games for Chrome in each terminal.
Branding to push Games trials. Each game has a
leader board with prizes going Daily:
 Educating the consumer + drive brand
excitement via contests + engagement via
exclusive games to drive trials & increase product
awareness

19.  “Ensuring a better web browsing in cafe' ”
Program benefits for the cafe owner the café
owner via a point led system, enabling a stronger
penetration of product & branding. Customized
café boards for high visibility cafes + Benefits
based on a point structure of Product Presence,
driving preference & maintaining branding within
the cafes.
ROI:
 A User based product seeding & trial Driven
Activation @ Internet Cafes reaching out to
 14.4 million sessions with (4.8 million+ sessions
per month X 3 months) across the cafes
 Marked Increase in Chrome track as shown by
independent 3rd party tracking
 Increased acceptability of Chrome
Browser stats for the period Marked Increase in Chrome track.

20. Your
Audience?
Email us to explore a host of
Possibilities for your brand in this
space.
strategist@pulpstrategy.com
Promotadka.com /pulpstrategy /pulpstrategy

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