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A

SUMMER INTERNSHIP REPORT


ON

A STUDY TO MEASURE ACCEPTANCE LEVEL &


EFFECTIVENESS OF WASHROOM ADVERTISING
AMONG INDIAN YOUTH
(AT - GOTCHA IMPACT MEDIA PVT. LTD., NEW DELHI)

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIRMENT FOR


THE AWARD OF POST GRADUATE DIPLOMA IN MANAGEMENT

FROM

NIILM CENTER OF MANAGEMENT STUDIES


GREATER NOIDA

Faculty guide: Mrs. Sarika Tomar

Industry guide: Ms. Malavika Subba

Submitted by: Devaj Kaushik


Roll No.: 2010051
PGDM (2010-2012)

INFORMATION SHEET
Name of the company: Gotcha Impact Media Pvt. Ltd.

Address of the company: 144/3, Sidharth Niwas, Hari Nagar, Ashram, ND-14

Phone Number of the company: +91 11 64645907 / +91 9818933282

Date of Internship Commencement: May 2nd, 2011

Date of Internship Completion: June 23rd, 2011

Name of Industry Guide: Ms. Malavika Subba

Designation of Industry Guide: GM & Creative Coordinator

Students Name: Devaj Kaushik

Students Roll No.: 2010051

Students E-mail Id: imdevaj@rediffmail.com

Students Contact No.: +91 9899337675

Acknowledgement

This project is the outcome of sincere efforts, hard work and constant guidance of not only
me but a number of individuals. First and foremost, I would like to thank NIILM-CMS,
Greater Noida for giving me the platform to work with such an emerging company in the
advertising sector. I am thankful to my faculty guide Mrs. Sarika Tomar for providing me
help and support throughout the internship period.
I owe a debt of gratitude to my industry guide Ms. Malavika Subba, GM & Creative
Coordinate who not only gave me valuable inputs about the industry but was a continuous
source of inspiration during these seven weeks, without whom this project was never such a
great success.
I would also take the opportunity to thank the entire team of Gotcha Impact Media Pvt.
Ltd. who helped and shared their knowledge about the industry for which I am highly
grateful.
Last but not the least I would like to thank all my faculty members, friends and family
members who have helped me directly or indirectly in the completion of the project.

Devaj Kaushik

Preface

Advertising being a part of marketing is today considered as a very lucrative field. With its
evolution with time, it has no more remained limited to television, radio or print media. It
has moved beyond the boundaries of home with Out Of Home Advertising.
Washroom Advertising is a type of Out Of Home Advertising & the study in the project
provides an insight into the concept of organised washroom advertising in India.
The summer project is designed to provide participation of PGDM (equivalent to MBA)
program as on the job experience. This has given me a chance to try and apply the academic
knowledge and gain insight into corporate culture.
I gained valuable experience and knowledge during the survey. The project consists of
findings after data analysis, then conclusion and finally recommendations.
Devaj Kaushik

INDEX

S.No.

Title

Page No.

Industry Profile

Company Profile

Project Title & Objectives

23

Research Methodology

24

Facts & Findings

26

Questionnaire 1

26

Questionnaire 2

34

Recommendation

37

Conclusion

38

My Ideas

39

Annexure

41

Questionnaire 1

41

Questionnaire 2

42

Reference & Bibliography

43

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INDUSTRY PROFILE
History
Restroom advertisement is thought of as a new emerging media vehicle, but restrooms have
actually been used for advertisement purposes much longer than believed. Ads have shown
up for decades on the back of bathroom stalls and walls, displaying commercial messages
placed by antisocial cranks and hookers offering various types of sexual orientations
(Sanders, 2004). Now Companies are taking up that wall space for their own advertisement,
making restrooms a highly mainstream market for advertisers in a much more appropriate an
effective manner. This trend started out very small in 1997 with Dennis Roche, president of
Zoom Media , the company who created the first successful toilet ad (Tucker, 2003). With
the success rate of that first bathroom ad, brought about a new medium for advertisers to use
and in 1998 the Indoor Billboard Advertising Association was formed, operating as a
clearinghouse regulating agency use of restroom advertisement in companies across the U.S.
and Canada (IBAA, 2009). Now big names like Sony, Unilever, Axe deodorant, and
Nintendo are turning to this form of guerrilla advertisement to promote new products
(Sanders, 2004). Many new restroom based ad agencies thats specialize in restroom
advertisement have also come about, such as; BillBoardZ , Flush Media , Jonny Advertising,
Insite Advertising, Inc, Wall AG USA, ADpower, NextMedia, and Alive Promo.
Reasons for using washroom advertising
This unexpected medium created a new an inventive way to advertise. Ad companies have
span far from just using restroom wall and stall space to spread their message to their target
market. Now new advanced high tech items such as; digital dryers, stall door recorded
messages, microchip-equipped urinal mats, flat screens, urinal pucks, and the basic potty
posters and toilet paper squares are just a few new tactics used by advertisers (Strenk,
2003 ).

Battery Energy Drink used a guerrilla campaign (pictured above) to show how powerful its
product is.
1

Responsiveness/ Scheduling
Restroom advertisement reaches a very captive audience, in a stall or standing in front of a
urinal, where there are no distractions, a talking stall or urinal mat are bond to capture
attention (Tucker, 2003). According to recent studies, restroom advertisements have a recall
rate of 78% (Strenk, 2003). If you have the right creative, theres a lot of talk value in
bathroom advertising says Axe deodorant senior brand development manager Mr. David
Rubin (Sanders, 2004). Word of mouth reaches an even broader audience without even
seeing the original ad. There are a few helpful rules to doing a restroom ad right, what each
item does and which would be more effective in certain facilities makes a big difference in
the effectiveness of the ad. Potty posters should be professionally executed, full-colour,
framed, and placed beside stalls and mirrors and above urinals (Strenk, 2003). Digital dryers,
display their advertisement message across built in screens, showing a commercial with each
use. Stall messages speak to the target audience that urinal ads cant reach and both can even
be used to deliver public service messages (Strenk, 2003). Scheduling this medium is not
very hard at all. Ad companies would go out and buy the space from different restaurants,
companies, airports, and other such areas and would just have to pay for their form of
advertisement tactic and set- up fee. Companies would just have to pay a monthly fees or
onetime fee to host for showing ad, build or create an ad, find a good effective space to place
it, and purchase the ad for however long the campaign would run. Price varies depending on
area or location where the advertisement would be placed and is usually quite inexpensive.

A washroom advertisement for Axe.


Cost
2

Toilet paper advertising the television show "30 Rock" (pictured right) was used in the
Netherlands.
The best part about restroom advertisement is that they are fairly inexpensive which adds to
the many other great reasons for using the alternative/emerging media. The cost varies
depending on what advertisement approach a company takes. Digital dryers are typically
supplied and maintained by agency and cost around $800-$1,500 apiece and the host would
receive a small monthly fee (Strenk, 2003). Toilet paper squares that contain a coupon or an
ad cost approximately $3-$5 for a 500-sheet custom roll, plus a setup fee (Strenk, 2003). A
talking or non-talking Potty poster will run about $95-$300 with frame (Brown, 1999). Flat
screen advertisement depends on the size and type of flat screen and the price of installing
such a medium. Overall restroom ads are a lot cheaper than many other media vehicles; such
as television & magazines.
Limitations
Restroom advertisement, even with its effective strategies, has its limitations. First and
foremost, is the issue that it is a restroom. Advertisement is being placed in a very private
area of a consumers life. Some consumers may even feel as though it is a violation of their
privacy and avoid the ad at all cost or could result in bad word of mouth for the company.
Bathroom advertising comes with baggage: it is a bathroom. You really have to work with
the humour of the fact that you are in the bathroom. The link between the message, the
media and the target has to be at play (Sanders, 2004). Another fall back is that the ad
doesnt really get to be displayed in any other fashion other than in the restroom. There have
been exceptions such as port-o-potties wrap around which appears on the inside and outside
of the port-o-potties with Micro Target Medias new ads, who are positioned to put ads on
3

500,000 portable restroom worldwide (Woyke, E. 2006). These can still be considered
restroom advertisement even though out of the traditional restroom setting, it allows
advertisers to reach a larger market showing off its other interesting qualities of the mediums
use.
Audience Qualities
Restroom advertisement audience qualities seem to have a good set target audience. Most
restroom ads are geared towards young affluent adults from ages 21-35 years (Indoor
Billboard Advertising Association, 10/01/2009). Demographically its gives the ability to
strictly target male or female audiences only, making it easier to design a message for a
specific gender (IBAA, 2009). Younger teens age 15 and up also seem to be a good target
when using the medium.

Impact

The effectiveness or the impacts on the target audience are very positive. 98% of consumer
attitudes toward restroom advertisements were found to be positive according to a recent
survey (IBAA, 2009). The retention rate of impressions averaged about 40% higher than
other impressions from different media (IBAA, 2009). While shopping, retention of
particular brand or product comes in around 85% (IBAA, 2009). The memorable experience
of an unexpected restroom ad tends to stay on a consumers mind rather than the millions of
televisions ad ones see each day. This medium is different exciting and is something
consumers remember and talk about.
Reach and Frequency
With such high retention rates, frequency is not a huge issue. A shocking restroom ad needs
to only be seen once or twice to retain the ad and increase brand awareness of the brand.
Research shows on average 75% of consumers use the restrooms, in a bar or nightclub a
consumer uses the restroom about three times per stay same as in an arena (Sanders, 2004).
The frequency of each ad is about three times to retain full impression to call to action of
buying or finding out more info about the brand. Depending on the particular area chosen to
place the ad, it could reach 75% of consumers in a restaurant and even more in a bar or
nightclub just based on the frequency of their visits to the restroom and much more in an
arena or airport with 50,000 or more consumers being exposed to the ad (Sanders, 2004).
According to statistics in Canada, 2.1 million Canadians ages 20-24, and 4.1 million
consumers aged 25-34, totalling 6.3 million young adults 20-34 and 2.0 million teenagers
15-18, were reached viewing restroom ads throughout the country where ads were placed.
Restroom advertisement seems like a very unlikely advertising medium, but turns out to be a
very effective an inexpensive way to reach a defined target market and captivate them. The
retention and recall rates are very high, making it beneficial to promote sells for a service or
a product and compared to other media mediums is just a logical choice to place an
advertisement.

COMPANY PROFILE
5

Gotcha Impact Media Pvt. Ltd. was found by Mrs. Noreen van Holstein in September
2005. At present, it has 4 brands ( Cards4U, Spot, AdtheLoo and Xtra!) and a network of
600+ youth hangouts all around the country which brings creative and customizable
advertising solutions to reach the affluent, urban and educated new generation Indian - in a
different yet impactful manner.
NETWORK
The backbone of Gotcha! Impact Media is undoubtedly its unique network spread over
550+locations in 16 cities (Delhi NCR, Bengaluru, Mumbai, Kolkata, Pune, Hyderabad,
Chennai, Chandigarh, Lucknow, Kanpur, Goa, Gangtok, Agra, Jaipur, Jodhpur , Darjeeling )
across India- and still counting. Its network partners and individual tie-ups enable companies
to create awareness and make their presence felt Pan-India in a way which is fun, unique and
highly impactful.
Network Partners

Caf Coffee Day

Provogue studios

Caf Mocha

BIG Cinemas

Planet M

Kingfisher ticketing offices & airport lounges.


Also, Many bars, restaurants, retail stores, corporate houses, institutes and colleges in
Delhi (Delhi University), Mumbai (Mumbai University) and Pune (Symbiosis).
SERVICES

Cards4U are free advertising postcards displayed in card displays found in locations where
people go to relax and have a good time. Cards4U postcards are free for the public, the
designs are creative and the consumer is free to choose their favourite advertisement.
Cards4U represents a revolution in product marketing in India and help companies to reach
out to the young generation and people young at heart in their favourite environment. Apart
from placing promotional or commercial messages Cards4U encourages an interest in art
and creates awareness among the young and the urban on issues concerning the societies less
fortunate and general social issues with the aim to stimulate social engagement by placing
attractive free postcards with social and cultural messages in popular locations. Cards4U
uses part of its revenue to realise this objective.
Cards4U believes in:

Quality marketing - To reach the right audience through displays placed in


locations where the affluent go and spend their time and money.

Not push but take advertisement - As people voluntarily pick up the cards the
message has a strong impact.
7

Measurability in terms of number of cards picked up - Further, every card


ensures a guaranteed interaction with companys target group which is not
guaranteed in print or television ads or even billboard hoardings.

Considering the strong impact, the positive attitude, the fact that companies reach the
right target audience and the number of people that will come across its message,
Cards4U is a very cost effective way of advertisement and a strong marketing tool as
well.

How does it work?


Cards4U prints, distributes, monitors, checks and refills cards. A general card campaign runs
for approximately one month, and about 1.5 lakh cards are required for a nationwide
campaign. City packages are of course also possible. Every week the card displays are
refilled to provide maximum exposure. After every week company receives a monitoring
report about the status of the campaign. It depends on the popularity of companys design,
how many weeks the cards will be in the displays. If after the campaign period there are still
postcards left, the company can decide if it wants to keep them in the displays or take them
out.
The card displays are strategically placed inside the locations. Close to the door, on the way
to or inside the washroom, near the counter, to maximize the visibility of the cards, and
thereby the companys campaign.
Why to use it?
International surveys show that one picked up card will be shown to 3 others in their direct
environment. They are a topic of discussion, used as a form of expression, or as a form of
expression and decoration in rooms and offices. This causes a high visibility per card, and
also a long period of exposure. The best part measurability of cards is ensured in terms of its
pick up.
Cards do not have to be only rectangular. With Cards4U, companies can have them in any
shape they like. But that is not all; to make advertisement even more attractive, companies
can add a product samples, badges, stickers, key chains, fake tattoos. Cards that stand out in
colour, design or shape are highly appreciated by the target audience, and likely to be kept
and collected. Gotcha Impact also provide drop boxes for contest cards.

SPOT is an A6 pocket sized magazine, available free of cost in the Cards4U displays in
bars, cafes, restaurants and clubs in Delhi NCR, Mumbai, Pune, Bengaluru, Hyderabad &
Goa. Over a coffee, with friends, target audience flips through the pages of SPOT mini
8

magazine. The magazine provides information on the hottest clubs in town, best parties to
attend, or a new restaurant to try out. It includes info on careers, cool party pictures, fun facts
and more. SPOT is the perfect advertising opportunity to connect with the youth. While
reading through the different sections featured in SPOT, they are sure to notice, take in and
remember the advertisement.

SPOT has a lot of advertisement possibilities. It is the perfect example of how Gotcha
Impact Media can create a unique and highly personalised communication tool tailor made
to suit the requirements of any brand.
How does it work?
SPOT is a monthly free to take magazine, available in the Cards4U displays. Currently
SPOT magazine is sponsored by Axe, Hindustan Unilever Pvt. Ltd. The magazine has a lot
of AXE branding and the content is also in line with the Axe brand image fun, sexy and
seductive. Each month a new theme is selected as a guideline throughout the magazine. The
different sections and visuals of the magazine are written and designed in tune with the
selected theme.
Locations
SPOT is available in all locations in Gotcha Impacts network in the cities viz. Delhi NCR,
Mumbai, Pune, Bengaluru, Hyderabad and Goa. Every month 75,000 copies are distributed
in these cities.
9

Possibilities
Gotcha Impact team can make a SPOT style magazine customised according to a particular
brand. As a property holder, the brand will have full say regarding the themes and the
content to be featured in the magazine. A company could even opt for a half page, whole
page, even a banner space. Along with Tear away Discount coupons which are highly
appreciated by the target group. SPOT is a perfect example of how Gotcha! Impact Media
can build an exclusive property for a client who is rightly suited to the needs of the brand as
well as the target group.
Why use it?
All advertisements in SPOT are good value opportunities. 75,000 copies are distributed and
picked up every month by a defined target audience. They have a large reach and high
visibility, as the magazine only has 20 pages, your ad cannot be missed. Also the magazine
is kept and taken home, shown to family, put on the coffee table to be read again. Therefore,
the advertisements in SPOT will have a long time visibility.

ADtheLOO

10

ADtheLOO is an innovative advertisement initiative currently available in the Delhi NCR,


Mumbai, Bengaluru and Kolkata locations of Gotcha! Impact Media. Based on international
success, ADtheLOO offers you the possibility to spend a private moment with the target
audience. A one-on-one moment of impact! Washroom advertisements are the ultimate in
captive media: an individual can't switch it off, flick a page, drive past it, or change the
channel!!
On an average a woman spends 105 seconds and a man 55 seconds in the washroom, which
gives plenty of time to take in information. International surveys prove that brand recall and
positive brand association are very high with this type of advertisements.
It provides a platform to talk in the language of the target audience and when preferred
differentiate perfectly between men and women.

Possibilities
One can be as innovative as one wants to be with Washroom advertisements - for example,
apart from advertisements which can be placed in A3 size frames, one can also have
attractive eye-catching floor or mirror stickers, sampling in washrooms, fragrance
experience etc. It is even possible to do an advertisement exclusively for women or men
washrooms, or different designs for each. ADtheLOO advertisements can be completely
tailor made as per the needs of a particular companys campaign.
11

How does it work?


All frames/advertisements are fully serviced for the duration of a campaign. All
advertisements are strategically placed where they will receive high volume viewing: over
urinals, on the back of cubicle doors, at the entrance of washroom floors (floor stickers), on
the mirrors (mirror stickers) or beside hand dryers.
Locations
ADtheLOO is currently available in approximately 80+ high end washrooms in Delhi NCR,
40+ in Mumbai, 50+ in Bangaluru, and 30+ in Kolkota which means a total of 200+ high
end washrooms in India. In addition Gotcha Impact can provide washroom space in Cafe
Coffee Days and the main cinemas. In these places the target audience does not perceive the
restroom in the conventional way, instead they see it as a place to freshen up during a party,
or retouch their outfits and looks.
Why use it?
In India, washroom advertisement is still relatively new and unique, while internationally it's
already a proven concept. The main advantages of using washroom advertisements are:

Long dwell-time and unavoidable positioning

Undivided attention for the duration of washroom use

100% gender targeted, thus maximum relevance

The advertising takes place in an uncluttered environment

Minimal other distractions

It represents a powerful national branding opportunity

12

Gotcha Impact takes care of a companys entire on ground promotion activities. Uses top
plate branding, standees, coasters, tent cards, table mats in selected outlets, or a company
could also think of different one time activities to create an experience with its target
audience.
How does it work?
Xtra! can be used together with a card campaign or an ADtheLOO campaign, or as a
standalone promotion activity. This service just about covers everything else (apart from
cards and washroom advertisements) that a company would want to do in Gotcha Impacts
locations. It can be totally suited to companys needs and wishes, everything can be
discussed. After a company provide its ideas, Gotcha Impact finds the locations best suited
for the activity.
13

Why use it?


The more people see a particular campaign, the easier and more likely it is that they will
remember it. Especially with all the fun, and interactive ideas that Xtra! offers, the campaign
will be in the minds of the young and trendy new generation Indians for a very long period
of time.
Possibilities
Xtra! includes all extra promotional activities which can be provided by Gotcha! Impact
Media. One can think of coasters, table mats, tent cards, etc. in selected outlets. Xtra! can
also be used as a onetime activity, to do something extra, say associated with a social cause
or event. For greater visibility, top plate branding on the Cards4U display is also offered.

CAMPAIGNS
1. AXE Call me campaign in association with LEE (April 2009)
14

Activity: Xtra! Activity


Objective: To generate buzz around the Call Me campaign (promoting an IVR number to
create an intrigue & interest in the TG to call the number.)
Call Me cards were placed in the pockets of denims, shirts etc. in Lee stores. When
someone tried a pair of jeans or a shirt in the store, he would find a Polaroid picture of a sexy
girl with the phone no. (The IVR no, 09987333333) or a visiting card with the number and a
message Call Me. The activity was done in approx 24 stores and 1300 Polaroids and 500
visiting cards were placed per store of Delhi, Mumbai and Bangalore.
2. Latte art activity for AXE INXTINCT fragrance (November 2009)

15

The Latte art was done in coffee chains (Mochas, Casa Picola & other Cards4U locations)
in Delhi, Mumbai Bangalore and Kolkata In which the AXE INXTINCTs crosshair sign
was dusted on the coffee. The cross-hair sign was an integral part of the INXTICT campaign
& signified being marked/ targeted and getting ready to play. Sticker cards with the cross
hair sign were also distributed with the coffee & through the Cards4U racks to further build
an intrigue around the sign. Further the fragrance cards enabled the TG to smell the
fragrance immediately.
3. AXE Twister Activity (June 2010)

16

In line with the TWIST campaign the TWISTER activity was introduced a cool
refresher (orange juice and blue Curacao topped with soda) served in AXE branded glasses
that changed colour from yellow to green on stirring. A twist in the drink like the fragrance!
To make the activity more fun cool coasters, stirrers & interactive tent cards were placed in
locations to promote the activity. Further promoters the AXE Angels visited the locations
in Delhi, Mumbai & Pune to further add their charm to the entire TWISTER activity. The
drink was retailed at outlets like CCD, Cafe Mocha, selected pubs & restaurants of the
Gotcha! Impact Media network in Delhi, Mumbai, and Bengaluru & Pune.

4. LAYS: Give Us Your Dillicous Flavour


(November 2009 January 2010)
17

Activity- Card4U Campaign with additional drop box activity


Objective-To invite ideas for new flavour for Lays chips as a part of LAYS GIVE US
YOUR DILLICOUS FLAVOR campaign.
A drop box activity was carried out in 11 cities(Delhi NCR, Chandigarh, Jaipur, Agra,
Lucknow, Kolkata, Mumbai, Bengaluru, Hydrabad, Chennai & Pune) at 164 locations(CCD,
Provogue, Mocha , Kingfisher ticketing offices, clubs & restaurants ).The number of cards
placed were 90,000 and 86% of the cards were picked up and response rate found was 4.2%.
5. Marico Ltd. Silk n Shine (March 2008 - Apr 2008)

18

Activity: Cards4U campaign with sampling & ADtheLOO (Interactive A3 poster panels)
Objective: To generate brand awareness and sales promotion through sampling activity.
To promote their hair product Silk n Shine Marico made use of a Cards4U sampling card
campaign. Alongside their catching design, on the back of every card a sample of their
product was attached. This campaign had a pickup of 98% in the campaign period of 4
weeks, which shows the target audience highly appreciated this initiative along with the
card. After this very successful card campaign, Marico promoted their Silk n Shine product
through our ADtheLOO network, in 41 female washrooms in Delhi NCR with a very
innovative creative.
6. SONY BMG: SHEWOLF (August 2009)

19

Activity: Cards4U Campaign & ADtheLOO


Objective: To create a buzz around Shakiras new album SHEWOLF.
The campaign was a month teaser campaign involving A3 poster panels, mirror, washbasin
and floor branding (in the form of stickers) in a total of 100 high end washrooms of Delhi,
Mumbai and Bengaluru. After the International album release, all visuals were replaced by
the actual campaigns. It had 7, 25,000+direct and focused audiences. One to one
communication had up to 100% recall and 78% prompted awareness.
7. Green Turn Activity (June 2008)

20

21

Activities: Card4U campaign & Xtra! activity


Zee Caf made use of a Cards4U card campaign to promote the launch of Green Turn, which
is a property on Zee Caf as part of a commitment towards making the planet a greener
place! It is focussed on spreading the awareness about the need for active steps to preserve
our environment.
Alongside the Cards4U card campaign Zee Caf carried out the Green Turn activity (an
Xtra! activity). This activity was in light of the World Environment Day. Gotcha! Impact
Media selected the outlets and carried out the event. Its high end hosts and hostesses were
giving saplings of plants in 15 hot locations like Crepe Station, Candies and Pot Pourri in
Mumbai. People who chose to pick up the pot had to take the Green Oath to state that he/she
will take care of the sapling as part of his commitment to the cause. Celebrities involved
were Nina Manual & Amrit Maghera!
8. KLM Airlines (February 2007 May 2007)

22

Activity- Cards4U Campaign & Xtra! Activity


Objective- To drive traffic to KLMs website.
The campaign was launched with the concept of introducing a new card design every month.
In addition, they also used mobile hoardings and online ads. The cards were placed at Delhi,
Mumbai and Pune. As a result, the no. of bookings tripled plus the brand recall especially in
Mumbai increased.

PROJECT TITLE
A STUDY TO MEASURE ACCEPTANCE LEVEL & EFFICIENCY OF WASHROOM
ADVERTISING AMONG INDIAN YOUTH.
(* Washroom = Washrooms of bars, clubs, lounges, multiplexes, malls, high end restaurants
etc.
* Youth= Young & educated youth of India with high spending power.)

OBJECTIVES
1. To know the awareness level and the acceptance level of washroom advertising
among Indian youth.

2. To know effectiveness of washroom advertising done by the company with respect to


brand recall & time of focus
23

3. To know the products that are perceived fit for washroom advertisements.

4. To know the average time spent by individuals in washrooms.

5. To know the preferred youth hangouts.

6. To know the general perception about cleanliness of washrooms.

7. To get the feedback on companys present advertisements in washrooms.

8. To know respondents willingness to try the product/service, advertised in the


washrooms.

RESEARCH METHODOLOGY
Research Tool: Questionnaire
24

Sample Size: 50+50 (100 respondents)


Scope of the project:
Bars & High-end restaurants of Greater Kailash, Defence Colony & IIT in New Delhi &
Sector-15 in Noida.
Methodology:
* For the purpose of gathering secondary data, various websites were followed.
* For the purpose of gathering primary data two separate questionnaires were prepared:Questionnaire 1: To fulfil the following objectives:-

To know the awareness level and the acceptance level of washroom advertising
among Indian youth.

To know the products that are perceived fit for washroom advertisements.

To know the average time spent by individuals in washrooms.

To know the preferred youth hangouts.

To know the general perception about cleanliness of washrooms.

Sampling Method: Judgement Sampling


(General public was questioned)
Respondents were surveyed through various means:

On Facebook

In person

Through online questionnaire

Age Group: 18-35 years


Sample size: 50 respondents

25

Questionnaire 2: To fulfil the following objectives:

To know effectiveness of washroom advertising done by the company with respect to


brand recall & time of focus

To get the feedback on companys present advertisements in washrooms.

To know respondents willingness to try the product/service, advertised in the


washrooms.

Sampling method: Quota Sampling


(Poster panels with advertisements were placed inside the washrooms & people coming out
of there were surveyed)
Age group: 18-35 years
Sample size: 50 respondents
Survey locations:

Cafe Morrison (Greater Kailash-1, New Delhi)

Bennigans (Greater Kailash-2, New Delhi)

4S (Greater Kailash-2, New Delhi)

MBs (Defence Colony, New Delhi)

4S (Defence Colony, New Delhi)

Masala Junction (IIT, New Delhi)

M Lounge (Sector-15, Noida)

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FACTS & FINDINGS


<QUESTIONNAIRE 1>
1. Have you ever heard of washroom advertising?

36%

Heard

64%

Unheard

64% of the respondents were aware of washroom advertising where as 36% of them
were unaware of this concept. This showed that majority of respondents were aware
of this concept of advertising.

2. Have you ever seen washroom advertising anywhere? If yes, where?

27

40%
60%

Seen
Not seen

60% of the respondents had actually seen a washroom advertisement where as 40%
of them had never seen it. Although a few of them had heard about it.

Some places where people have seen washroom advertising are as follows:

In Mumbai Bars & Clubs.

Public Urinals As pamphlets

Big cinemas

In some bars of Delhi Bars own schemes

In some clubs of Delhi About music concert

Airports

3. What do you think about this concept?

28

80%
70%
60%
50%
40%
30%
20%
10%
0%

70%

16%

14%

Percentage

Positive Depends Negative


on
product
70% of the respondents were positive on the concept calling it an effective &
efficient way to reach the target group especially for the youth oriented companies &
brands. 16% of the respondents said that it depends on the nature of the product
(whether washroom advertising could help it or not) where as 14% of the respondents
were not in the support of the concept and called it unfruitful.

4. Which products could be advertised inside washrooms (of clubs, bars, restaurants,
discos etc.)? Why?
Following products were preferred by females for washroom advertisements:

Toiletries

Bathroom fillings

Wash-basins

Mirrors

Hygiene related

Cosmetic products
29

Style enhancing products

Discount coupons

Jewellery

Clothing & accessories

Mirror cleaners

Disinfectants and floor cleaners

* The reason for their preferences was that the ambiance of a washroom supports the
advertisement of such products that are directly or indirectly connected to the washrooms.
Therefore, any product that is not of that nature will not get the support of the ambiance and
hence will not be properly noticed or may not be perceived well.
Following products were preferred by males for washroom advertisements:

Social messages

Contraceptives

Health & Hygiene products

Personal Grooming Products/Cosmetics

Telecom providers

Education

Amusement parks

Job Portals

Air Fresheners

Cleaning products (Floor cleaner etc)

Toiletries

Bathroom fittings

Tiles

Alcohol

Youth centric products Music, Sports , Concerts etc


30

Undergarments

Electronic gadgets

Coaching classes- IIT-JEE,PMT,CAT etc.

Could be anything (depends on the message)

Discount coupons

Own offers (clubs, restaurants etc.)

Cars

* The reason for their preferences was that the ambiance of a washroom does supports the
advertisement of washroom related product but any individual that goes inside washroom
doesnt necessarily think about those products. Therefore, the message that is delivered
through the advertisement is important rather than the nature of the product.

5. Which products should not be advertised inside washrooms (of clubs, bars,
restaurants, discos etc.)? Why?
Products that shouldnt be advertised in washrooms:

Eatables

Beverages

Government Schemes (Pulse Polio etc.)

Mutual Funds

Insurance

31

* The reason for their preferences was that the last thing a person would think about in a
washroom will be eatables, thus they are not recommended for advertisements. Also, in a
place like club or bar, people think less about investments and think more about fun.

6. How much time do you spend inside the washroom (when you are in a place like
club, bar, restaurant, discos etc.)?
Total Time spent in washrooms:

Males: 2-4 minutes

Females: 8-10 minutes

7. Whats your favourite hangout?


Favourite hangouts:For Males

Mall

Lounge & Bar

Restaurant

Club, Disco & Coffee Shop (CCD)

Multiplex

For Females

Mall & Coffee Shop

Restaurant

Disco

Club

Lounge

Bar
32

8. Agree/Disagree to the following statements:(To know perception about washrooms)

I always use washroom when Im in a place like club, bar, restaurant, disco
etc.

Agree

50%

50%
Disagree

50% of the respondents responded in agreement with this statement that they always
use washroom when they are in such a place where as the same percentage of people
responded in disagreement.

Washrooms in bars are dirty but in restaurants, they are clean.

33

30%

32.50%

Agree
Disagree

37.50%

Neither

32.50% of the respondents responded in agreement with the statement where as


37.50% of the respondents responded in disagreement. Also, 30% of the respondents
said that it depends upon the staff, footfall, standard of the place etc.

Washrooms are dirty & smelly.

10%
Agree

46%
44%

Disagree
Neither

10% of the respondents agreed to this statement where as 44% of the respondents
responded in disagreement. Also, 46% of the respondents said that it depends upon
the staff, footfall, standard of the place etc.

A washroom reflects the standard of a place.

34

0%
0%

Agree
Disagree
Neither

100%

100% of the respondents agreed to this statement where as 0% of the respondents


disagreed or responded in neither.

<QUESTIONNAIRE 2>
1. Did you notice any advertisement in the washroom?
35

Positive

19
31

Negative

31 out of 50 respondents noticed the poster panel.


2. What was shown in the advertisement?

30
25
20
15
10
5
0

People who
noticed/didn't
noticed the poster
panel

Positive

Negative

People who didn't


read the
advertisement, but
noticed the poster
panel

25 out of those 31 respondents read what was shown in the advertisement.


(Brands/Companys name & logo, pictures and other content.)

3. Do you remember the company/brand in the advertisement?

36

35
30
25
20
15
10
5
0
Positive

Negative

People who didn't


read the
advertisement, but
noticed the poster
panel
People who didn't
remembered the
advertisement, but
noticed the poster
panel
People who
noticed/didn't notice
the poster panel

21 out of those 25 remembered the company/brand name. Although, the rest 4


respondents did remember what was shown in the advertisement apart from
company/brand name.
4. How would you rate the advertisement?

14
12
10
8
6
4
2
0

Feedback

The majority of the respondents found the content pretty interesting (PI). Some of
them found it very interesting (VI) or average (A), however none of them found it
not interesting (NI).

5. For how long did you focus on the advertisement?


37

14
12
10
8
6
4
2
0

Feedback

Less 16 to 30 31 sec. more


than 15 sec.
to 1 than a
sec.
min.
min.
Most of the respondents focused on the advertisement for less than 15 seconds. There
were some responses where the time of focus was more than 30 seconds however
none of the respondent focused more than a minute on the advertisement.
6. Would you like to try the product/service?

12
10
8
6
4
2
0

Feedback

Very likely

May be

Very
unlikely

Most of the respondents replied in Maybe to this question. The second most
preferred answer was Likely followed by Very likely. It shows that most of the
respondents had some amount of interest towards the advertised product/service.

RECOMMMENDATIONS
1. Personal recommendations
38

Advertisements should be more attractive.


Content should be less (Short messages etc.)
Brand name/Company name should be close to the centre of the poster panel.
Content should be visible. (Some washrooms have dim lights)
In longer washrooms, two poster panels should be placed. (One near the washbasin &
other near the commode)
Should think beyond poster panels.
If any image is used to attract the attention, the branding should be done on it or very
close to it.
Proper segmentation should be done according to the location.

2. Respondents recommendations

Poster panels can be illuminated.

Washrooms in Health clubs/Gyms could be targeted.

Advertising on the commode/flush tank/wash basin/mirror could be more effective.

Also, advertising on soap dispenser or blower could be fruitful.

Small LED screens can be placed inside the washrooms.

Audio aid could also be used.

Advertisement should be attractive. (If it could attract a drunk person, it could attract
anybody)

Intelligent placement of certain word in the sentence to grab attention. (In the word
Sensex, the word SEX can be highlighted)

Branding on dry tissues.

There should be something thats constantly moving. (Dynamic in nature, not static)

Free sampling & use of discount coupons.

CONCLUSION
39

1. Majority of the respondents was aware of washroom advertising & considered it an


effective & efficient way of advertising.
2. Washroom advertising done by Gotcha Impact Media is at present 42% effective
with respect to brand recall. It mostly attracts attention for a time period of less than
15 seconds.
3. For washroom advertising females mostly prefer those products that are either related
to washrooms or which they use inside washrooms. On the other hand, males seemed
quite open to a number of products that can be advertised inside washrooms. Also,
advertisement of eatables shouldnt be shown inside washrooms.
4. Females spend more time in washrooms in comparison to males.
5. Malls are the favourite hangout for the youth.
6. Generally, a washroom (in a bar, club, restaurant etc.) is perceived as clean if not,
then its cleanliness mainly depends upon staff, footfall, standard of the place etc.
Also, a washroom reflects the standard of a place.

7. Respondents found companys washroom advertisements, quite interesting.

8. Respondents willingness to try the product/service was mostly confined in the area
between Maybe & Likely which shows that the respondents had some amount of
interest towards the advertised product/service.

40

MY IDEAS
I also gave some of my ideas to the company which were highly appreciated. Some of them
are as follows:

1. Sprite (University of Freshology)

Displaying their ideas inside washrooms.

If they really want men to get benefited by their ideas then washrooms are the best
place to promote them.

2. Hair Clinic

Following message could be used to promote it:

There are two types of people in this world: Balds & Future Balds. (Anupam Kher)
Dare to differ.... Come to us.

3. Cosmetic Surgery Clinic

Following message could be used to promote it:

41

Beauty is skin deep.... We just extract it out for you.

4. Reebok

Following one liners can help in grabbing the attention:

Is this the best you can do.... Ree-think.

Feeling relieved.... Time to Ree-joice.

Stock unloaded.... Time to Ree-plenish.

5. CAT preparatory institutes

Following message could help in grabbing the attention:

Yahan Baithne Se CAT Crack Nahi Hoga!

6. Fevi-quick

Following message could be communicated inside washrooms:

Caution: Check before you sit.


A picture of man glued to toilet seat.
42

This could happen to you too...

7. Tours & Trevels

Following one liner can be used to grab attention:

Duniya Dekho, Yahan Kya Rakhha Hai!

8. Jobsites

Following messages could help in grabbing attention:

Do you feel the same stress with your current job?? Its time to switch...

If you have competence, you shouldnt sit here.

43

ANNEXURE
<Questionnaire 1>

Name...........................................................................................................................................
.
Age..............................................................................................................................................
.
Gender.........................................................................................................................................
.
Profession....................................................................................................................................
.

1. Have you ever heard of washroom advertising?


.....................................................................................................................................................
.

2. Have you ever seen it?


44

.....................................................................................................................................................
.

3. What do you think about this concept?


.....................................................................................................................................................
.

4. Which products could be advertised inside washrooms (of clubs, bars, restaurants, discos
etc.)?
.....................................................................................................................................................
.

5. Which products should not be advertised inside washrooms (of clubs, bars, discos etc.)?
.....................................................................................................................................................
.

6. How much time do you spend inside the washroom (when you are in a place like club,
bar, restaurant, discos etc.)?
.....................................................................................................................................................
.

7. What is your favourite hangout?


.....................................................................................................................................................
.

8. Agree/Disagree to the following statements:-

I always use washroom when Im in a place like club, bar, restaurant, disco etc.
.........................................................................................................................................
.
45

Washrooms in bars are dirty but in restaurants they are clean.


.........................................................................................................................................
.

Washrooms are smelly & dirty.


.........................................................................................................................................
.

A washroom reflects the standard of the place.


.........................................................................................................................................
.

<Questionnaire 2>

Name...........................................................................................................................................
.
Age..............................................................................................................................................
.
Gender.........................................................................................................................................
.
Profession....................................................................................................................................
.

Q.1) Did you notice any advertisement in the washroom?


Yes

No

Q.2) What was shown in the advertisement?

Q.3) Do you remember the company/brand in the advertisement?


Yes

No

Q.4) How would you rate the advertisement?


Very interesting
Pretty interesting
It was average
Not at all interesting
46

Q.5) For how long did you focus on the advertisement?


Less than 15 seconds
16 to 30 seconds
31 seconds to 1 minute
More than a minute
Q.6) Would you like to try the product/service?
Very likely
Likely
Maybe
Unlikely
Very unlikely

REFERENCE & BIBLIOGRAPHY


Following websites were followed for gathering secondary data:

http://www.cards4ucompany.com

http://publicrestrooms.lifetips.com

http://www.google.com

http://emerging-advertising-media.wikispaces.com

http://www.wikipedia.org

http://www.washroomadvertising.co.uk

http://www.indooradvertising.org

47