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SUMMER PROJECT


ON


Intellectual Property Creation, Event Conceptualization and Branding for
leading corporate houses, CSR Foundations and Celebrities,



BY


Varun Pillai



PGDM (2013 15)




SPECIALISATION: MARKETING




ROLL NO: PG130096




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ACKNOWLEDGEMENT


I take immense pleasure to thank Mr. Aditya Bhat, CEO, Business of Ideas. He guided me
throughout my internship and helped me out with all the projects undertaken. I am grateful to
his valuable suggestions and inputs given by him to make my projects successful. I can never
forget his fatherly guidance and his utmost friendly and sincere attention towards me.

He has been a great support in making us learn different aspects of various projects
undertaken and understanding various critical aspects involved in developing successful
business models and campaigns.

A special thanks to the Core Team for providing me with the training and every kind of support
related to my project.

Lastly, I would like to thank every other employee and associates of Business of Ideas, whom
I met during different phases of my internship and providing me with brief but useful
information about the practices in their organization

I am also very thankful to my Course Co-ordinator Prof. Vikas Naik, MET ICS, & the
placement cell who gave me the opportunity to work for Business of ideas.




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TABLE OF CONTENTS
Sr. no Contents Page no.
1

Executive Summary
4
2

Role as an Intern
7
3

Industry Overview
8
4

Company Overview
10
5

Projects: Intellectual Property Creation For Leading Corporate
Houses:
18
6

Event Conceptualization
37
7

Branding
39
8

Conclusion
41







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1. EXECUTIVE SUMMARY


The Project primarily focuses on the areas of our business activities, all directly or indirectly,
related to CSR and approach of doing it creating a bigger impact for the impact in the society.

The Six Areas of Work for Business of Ideas are:
1. Business Of Brands
a. Below The Line activations.
b. Ideation, Strategizing and creation of activation to create brand engagement.
c. Advising Communication strategies.
d. Creating Advertisement funded programs

2. Business Of Print
a. Creative Agency on Board with Times of India.
b. Creation of intellectual properties.
c. Creating customized brand solutions for print and interesting Integrations for
existing and new sponsorships
d. Creation of 360 degree plans for the Various Brands who wish to be
associated with the Media House.

3. Business Of Television
a. Creation of Original Non-fiction formats & event properties
b. Development of special Vignettes and smaller TV creative.
c. Conceptualization of Special Televised events for film promotions as well as
Indian Festivities on every General Entertainment Channel.

4. Business of Cinema:
a. Designing & Consultation on the entire promotional campaign along with the
marketing calendar for films right from the First look of the film till its release
in association with the Production house.
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b. Creation & execution of unconventional & innovative marketing ideas which
are low at cost and garner twice as much as media coverage their conventional
counterparts which includes The First look , Music Launch , Premiere , city
Visits with stars ,TV shows integrations , Press Pegs in Media etc.

5. Business of Events:
a. Conceptualization & creative direction of Huge events such as Femina Miss India.
b. Designing of Brand launches all across the country for products across all
categories (E.g.: CCF -Chicken comes First, Reliance Mega Mall launches
across the country)
c. Due to Our understanding of The Media and Marketing mix & its dynamics
we have created Events with High PR / buzz values, can be scalable based on
briefs and budgets by our clientele.

6. Corporate Social Responsibility:

CSR is a new stream that we are building and have worked with several organizations
and individuals to create IP's that have a heart. Most recent being 'Swades Foundation'
for which a campaign thought that we created is set into execution mode for Zarina
Mehta and her team.

Similarly, we are creating a campaign thought for South Indian Star Dhanush in
regards with his personality and image in public and movies.

Hence As a company, we conduct an in depth analysis of the celebrities image in
general public and create intellectual properties which the star can support year on
year.

Once the idea is approved by the star, we pitch the same thought process to varied
brands involved in similar line of business. Hence creating a synergy between the
brand, the celebrity and the particular cause to which both of the entities would like to
lend a helping hand to.

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The Benefits to the Celebrity through this association are as follows:

1. Better Platform for the brand and the celebrity through the mutually helpful
collaboration

2. The Celebrity can actually witness the help reaching out to the intended people
rather than giving away an amount to a NGO.


As an intern I had this opportunity of working in most of the fields of their work. Our main
aim and objective was to come up with ideas and strategies.
Also as we have exclusive tie ups with some companies in all the mentioned fields of work,
we used to roll up our sleeves for any of their upcoming events, TV show briefs, Print IPs,
movies etc.

Germination sessions throughout the week helped me to gel well with other employees and
associates of the company and align my thought process, with that of the company and the
industry.

Most of our work was done in the form of Presentations using PowerPoint. A special format
or sequence of slides was to be followed when we used to create formats of television shows
and IPs.


The allocation of work to me was generally given on daily basis, where in some cases we
used to work on the basis of client brief.






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ROLE AS AN INTERN

This internship exposed me to a lot of new experiences which have given me a lot of
knowledge and depth into the Media and Entertainment Industry.
The internship program was from May 2, 2014 to 30th June, 2014
Roles and Responsibilities:
a. Creating a 360 degree Marketing plan for the upcoming Bollywood Movies
b. Creation of Database of CSR Consultants and NGOs based in Mumbai
c. Conceptualization of Events for Brands
d. Attend Client Meetings with the CEO Mr Aditya Bhat
e. Brand integration thought processes for events.
f. Creating Intellectual Properties relating to Corporate Social Responsibility for Corporate and
Celebrities





























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2. INDUSTRY OVERVIEW
a) TV industry :
Television in India is a huge industry and has thousands of programs in all the states
of India. The small screen has produced numerous celebrities of their own kind some
even attaining national fame. TV soaps are extremely popular with housewives as
well as working women. Approximately half of all Indian households own a
television. As of 2010, a total number of 515 channels are available in the country out
of which 150 are pay channels.

b) Print Industry :
Indian print media is one of the largest print media in the world. The history of it
started in 1780, with the publication of the Bengal Gazette from Calcutta.
The Indian language papers have taken over the English press as per the latest NRS
survey of newspapers; the reason being the growing literacy rate which has a direct
positive effect on the rise of circulation of the regional papers. The people are first
educated in their mother tongue as per their state in which they live for e.g. students in
Maharashtra are compulsory taught Marathi language and hence they are educated in
their state language and the first thing a literate person does is read papers and gain
knowledge and hence higher the literacy rate in a state the sales of the dominating
regional paper in that state rises.

c) Movie Industry :
The Hindi language film industry of Mumbaialso known as Bollywoodis the
largest and most popular branch of Indian cinema. Hindi cinema initially explored
issues of caste and culture in films such as Achhut Kanya (1936) and Sujata (1959).
Hindi cinema grew during the 1990s with the release of as many as 215 films. With
Dilwale Dulhania Le Jayenge, Hindi cinema registered its commercial presence in the
Western world.
India has the world's biggest movie industry in terms of the number of movies
produced (around 800 movies annually, mostly in the Hindi language. Tamil, Telegu,
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Bengali and Malayalam are the languages in which most of the non-Hindi films are
made).
Today, the technology of film-making in India is perhaps the best among all
developing countries though the films themselves remain mostly repetitive in
storyline and content. Superior movies, in thematic and creative terms, are made in
many developing countries with less sophisticated technologies.
According to unofficial estimates available in January 2001, the Indian film industry
has an annual turnover of Rs. 60 billion (approximately US$1.33 billion).

d) Sports Industry :
Sports in India include cricket, chess, badminton, field hockey, tennis, association
football and golf. Field Hockey is the official national sport in India, and the country
has eight Olympic gold medals in field hockey, though cricket is the most popular.
Other popular sports include football, tennis, volleyball, and badminton. After the
1982 Asian Games hosted in New Delhi, the capital city now has modern sports
facilities, and similar facilities are also being developed in other parts of the country.
Besides sports and games included in the international sporting agenda, there are
many which have developed indigenously.
Throughout the country a wide variety of sports are played. India is home to several
traditional sports which originated in the country and continue to remain fairly
popular. These include kabbadi, kho kho, pehlwani and gilli-danda. The British rule
brought many popular sports in India including football, rugby union, cricket, golf,
tennis, squash, hockey, boxing, snooker, and billiards.
With growing Indian Economy, India has started spending a huge amount of money
for sports marketing too especially for sports like; Cricket, Basketball, Football and
Lawn Tennis.


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3. COMPANY OVERVIEW
Business of Ideas is a Start Up company formed around 6 months back with the vision of our
CEO, Mr. Aditya Bhat who has several years of experience in this industry and also teaches
some elite B-Schools of the city as a part of his passion.
The motto of the company is Think. YOU It focuses on the objective of continuous 360
degree thinking in all fields of our business and coming up with innovative relevant ideas.
The company is thus in the business of ideas and creativity within which the core competency
lies in forming GEC fiction and non-fiction shows, events, movie marketing and IPs for
various brands .


I. BUSINESS OF TELEVISION :
Create Original Nonfiction format & event properties for various GEC &
niche Channels. We are also in close Tie ups with Major Production Houses
like Endemol and Colosseum and Networks like Star TV
Have to our credit the MAX NO OF ORIGINAL FORMATS ON INDIAN
TELEVISION IN THE PAST 2 YEARS in the GEC space Rakhi ka
Swayamwar, became the largest show of 2009
Create Advertiser Funded Shows (AFPs) - most recent being 3 in the last
months on all leading GECs Star, Colors, Zee for Maruti, LG & Panasonic
respectively. 4 more shows in the next 2 quarters.
Creatively Direct & execute non fiction event for TV Conceptualized &
Directed Femina Miss India 2011 & 2012
We were the official creative consultants for the Femina Miss India 2013 &
2014
We also have single handedly executed Provogue MensXP Mr.India World
2014
We will also be the creative heads on board for a crime reality show to see the
light of the day by end of 2014

Their Associates AFPs (Advertiser Funded Program)
Ritz
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LG
Panasonic
Wodka Gorbatschow

II. BUSINESS OF FILMS :
Designing & Consultation on the entire promotional campaign along with the
marketing calendar for films right from the First look of the film till its release
in association with the Production house.
Creation & execution of unconventional & innovative marketing ideas which
are low at cost and garner twice as much as media coverage their conventional
counterparts which includes The First look , Music Launch , Premiere , city
Visits with stars ,TV shows integrations , Press Pegs in Media etc.

Multiple city visits for the film promotions

We have in the past year done Players, Jodi Breakers, Aarakshan, Mere
brother Ki dulhan, Band Bajaa Barat, Teri Meri Kahaani, Shirin Farad Ki
Nikal Padi, Chakravyuh, Kya Supercool Hai Hum, Grand Masti, Jackpot,
Dhoom 3, Shudh Desi Romance, Hassi Toh Phassi, Gunday, Bewakoofiyaan,
Main Tera Hero and many other interesting films lined up in the next 6
months.


III. BUSINESS OF PRINT :
We are an agency on board for Times Group (OMS-Medianet & Intellectual Property)
as well
Delhi Public Group
We create Intellectual Properties and other Branding Solutions for them and
their clients
Create customized brand solutions for print
Create interesting Integration for the existing and new sponsorships for brands

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Their Associates (Print)
The Times Group
Mumbai Mirror
Bombay Times
Itimes.com

IV. BUSINESS OF EVENTS :
Product launches for brands across categories
Customized solutions for on ground events, road shows, dealer meets for
brands
Because of our understanding of media we can create Events with High PR /
Buzz values, can be scalable based on briefs and budgets
We are the agency responsible for executing the grand launch of Samsung
Galaxy S4 in the Indian Shores
We also are the creative agency on board to conduct over 10 city pageants for
"Femina Miss India" property since the past 2 years.


V. BUSINESS OF CSR :
CSR is a new stream that we are building and have worked with several organizations
and individuals to create IP's that have a heart. Hence As a company, we conduct an
in depth analysis of the celebrities image in general public and create intellectual
properties which the star can support year on year. Once the idea is approved by the
star, we pitch the same thought process to varied brands involved in similar line of
business. Hence creating a synergy between the brand, the celebrity and the particular
cause to which both of the entities would like to lend a helping hand to.
Their Associates:
Swades Foundation
Associate with Reliance Foundation
Rotary Club of Bombay
Shrimad Rajchandra Mission

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VI. BUSINESS OF BRANDS:
We create IPs and other brand solutions for the various Brands
Create customized brand solutions as per their requirements
Create interesting Integration for Their existing and new Initiatives
Create Engaging Advertiser Funded Programs For Various Brands like LG,
Maruti, Panasonic and Reliance Retail.
Creation of Below the Line Activations which include rural based campaigns
& CSR Strategies

Purpose of the Project
Throughout my internship at Business of Ideas I was grouped in a team working on creating
different Intellectual Properties for the CSR Initiatives for brands operating in different
sectors. At the beginning of my internship I had worked on the ideation of the 360 Degree
Marketing Campaign for a Movie named Jagga Jasoos. The movie is slated for release in
the month of May 2015. Also, I had worked on developing branding and promotional
solutions for a couple of brands providing complete amplification to the initiative.

Scope and Objectives of the Project
Scope of the Project:-
Development of Intellectual Properties of CSR Initiatives for Brands.
Movie Marketing
Tourism Business Plan
CSR Strategies
Amplification of CSR Initiatives







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PROJECTS:
INTELLECTUAL PROPERTY CREATION FOR LEADING
CORPORATE HOUSES:

1. DREAMS ARE AGELESS - Ambuja Cement and Raheja builders :
Ambuja Cements Limited, formerly known as Gujarat Ambuja Cement Limited, is a
major cement producing company in India. The Group's principal activity is to manufacture
and market cement and clinker for both domestic and export markets. The company has
entered into a strategic partnership with Holcim, the second largest cement manufacturer in
the world from 2006. Holcim had, in January, bought a 14.8 per cent promoters' stake in the
GACL for INR 21.4 billion. Currently Holcim holds 50.17% of shares in Ambuja Cements.
V. Raheja is an owner and developer of real estate in India. For over fifty five years, the
company has led the evolution of Indian real estate development practices while building
homes, hospitals, schools, offices, IT parks, malls and hotels across the country. The Raheja
brand has been synonymous with quality, value, transparency and contemporary real estate
design. We have achieved this reputation by remaining committed to our business philosophy
and strictly adhering to our operational tenets:
Seek excellence in quality, throughout the development process
Set new standards in urban design, while promoting a balance between function,
beauty and sustainability
Use the best quality materials and the most relevant technology & maintain a clear
and transparent approach to deliverable schedules and deadlines
According to our secondary research,
ONE out of every SIX older persons living in urban areas in India aren't obtaining
proper nutrition
ONE out of every THREE older persons does not obtain sufficient health care or
medicine
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ONE out of every TWO older persons don't receive due respect or good conduct from
family members or people in general

So on a similar thought; we created an intellectual property and a campaign known as
DREAMS ARE AGELESS focussing on the well-being and happiness of the senior
citizens of our country. A lot of dreams remain unfulfilled.
At young age you have a lot of dreams but you dont get a chance to fulfill them
because of family responsibilities and time & money constraints. Hence, fulfilling the
dreams of those living in old age homes and giving them due respect.

The brief of this campaign is as follows:

Sept 11 celebrated as grandparents day will be the day Project flags off.
To fulfil feasible dreams of inmates of these old age homes.
Each year 5 old-age homes that are in deteriorating condition will be selected for
Repairing and painting and making them a better place to live.
A complete 360 degree media coverage would be provided to support the cause.
The entire campaign will be amplified through various mediums that would include
radio, TV promotionals, print via Times Of India and media net and digital media via
facebook page , twitter, you tube videos and a separate website created exclusively to
support the cause.









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2. S.E.A.L.- CELEBRITY CSR CAMPAIGN:

S.E. .L

Concept Note
S.E.A.L. is an initiative that acts as a link to join the connecting dots between the
society and corporate to make the world a better, healthier and safer place.
A campaign that aims at spreading awareness and reducing the number of HIV
affected patients, identifying and preventing various sexually transmitted diseases
(STD) and highlighting the importance of sex education across the country.
Hence its a step to make believe the importance of some crucial aspects of life which
we tend to miss out unknowingly.



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The Campaign

We will conduct a 360 degree campaign around the whole IP which will include the
following:
Awareness on multiple forums
Brand and NGO tie ups
Media Amplification
Merchandise
Events
Opening Ceremony


In an attempt to seal the hardships and put an end to all the sufferings in the lives of the HIV
affected patients, an event would be organised that would include:
Celebrities Interaction
Dance performances and Comedy Acts
A fashion walk in which more than 100 celebrities from diverse sectors would
walk the ramp accompanied by the HIV affected patients from the NGOs.

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SEAL-O-THON


An attempt to make people aware of the precautionary and safety measures to be
taken, through a cycle rally headed by the face of the campaign.
The campaign will not only focus urban/suburbs but also rural areas to educate and
help them to realize the importance of human well-being and welfare.
One of the main purposes of this initiative is to distribute free condoms in rural
areas and making them aware about their importance.







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Merchandise T-Shirt And Helmet






Theme Song

A song will be composed based on the theme of the campaign S.E.A.L. which can
also be downloaded online.
The song will be sung by famous singers like Shaan and Shreya Ghoshal.
Contribution collected from each download will be donated to the NGO.


Medical Check-up Camps

For the testing of HIV/aids and other STDs, we can tie up with hospitals and doctors
in order to set up check-up camps covering more than 1000 villages in and around the
state of Maharashtra.
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By bringing National Rural Health Mission on board, we can also set up special
check-up camps for pregnant women in districts where there are no proper facilities
provided for the same and hence also help them with free medicines after registering
their names.

24 X 7 Helpline

An initiative to provide able guidance on issues regarding: -

Precautions and safety measures
Avoidance of pregnancy
Usage of contraceptives and pills
Safe Sex




Seminars & Sessions


In association with Maharashtra State Aids Control Society, seminars, interactive
sessions and lectures will be conducted in different educational institutions across the
state highlighting the importance of contraceptives and safe sex in order to prevent
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not only HIV/AIDS and other STDs but also cervical cancer and genital infections
which people are not usually aware of.
In addition, books and materials related to health education would also be distributed
among students and staff.





Rush to Brush

The event would be organised on the World AIDS Day.
People from diverse sectors would be invited to support the cause by filling in colours
in a drawing related to aids and contraceptive awareness, which would have already
been sketched on a massive canvas.


Face of the Campaign
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Actress Sunny Leone
We booked the porn star turned actress Ms. Sunny Leone as the face of our campaign. The
essence of the campaign perfectly goes with Leones public image and she is the potential
crowd puller for spreading the message to the target audience.






3. G.L.A.D - SIEMENS INDIA LTD

G. .A.D.
Giving Life A Direction



Concept Note

This property was especially developed for Siemens India Ltd. in order to enhance their
corporate image in between their stakeholders. The management of the company specifically
wanted to target a social issue which is common between Germany & India. Considering
their requirement, we targeted Autism as the theme of the entire campaign. Autism is
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a disorder of neural development characterized by impaired social
interaction, verbal and non-verbal communication, and by restricted and repetitive behaviour,
which is the fastest-growing serious developmental disability.


The Campaign


MOTIVATIONAL CAMPS
FOR PARENTS
AWE TISM MONTH
SPECIAL INSTITUTES /
DIAGNOSIS CENTRES
FOR AUTISTIC CHILDREN
PERSONALIZED AUTISM
WINGS FOR
TREATMENT PLAN
G. .A.D




Special Institutes

Specialized care centres with trained professionals for children with behavioural
complications which will diagnose for Autism and other related diseases.
Utmost care will be taken of the children suffering from Autism like:
Educational Support
Psychological Support
Motivational Programmes
Skill Development

Guidance To Parents

Special Motivational Sessions will be arranged for the parents for sensitizing about
the problems of their child.
Counselling Programmes will be organized for giving them psychological support.
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GLAD A Day for The DIFFERENTLY ABLED

The World Autism Day on 2
nd
April every year will be celebrated by the best of the
cultural performances by Autistic Children which will cover:
Dance
Singing
Theatre
Specialized Talent like Art, Painting.


WALK For AWE-tism

A walk (Patients with Doctors, Trainers and Volunteers) that will be the key highlight
of the event for paving a way which will help them to find a new direction in their
lives.
This rally will be organized at the end of the month which will not only act as an
awareness initiative but also an eye-opener for the ABLED person about AUTISM.


G. .A.D.
Giving Life A Direction
MERCHANDISE
Different merchandise
products will be
available for the people
involved and for sale to
enhance the effect of
the cause.



AWE-tism MONTH

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April, Autism Awareness Month will be another way to create awareness about
Autism by giving a story about a patient which will include,
Symptoms
Precautionary Measures
TIP of the day
The same stories and information will be shared digitally through various social
networking sites like facebook, twitter, YouTube.




Learn To Earn Campaign


As a foundation stone for the initiative, the management of Siemens can
train Autistic Adults on earning a livelihood.
The program will be targeted for providing training to the patients for
making them employable in the organization.
The program will only deal with skill based training for chores requiring
stress free and minimal physical work.



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4. RECYCLOTHON - Levis/ Bisleri:
India generates 56 lakh tons of plastic waste annually. The four metros are major
culprits in generating such waste, with Delhi producing 689.5 tons a day, followed by
Chennai (429.4 tones), Kolkata (425.7 tones) and Mumbai (408.3 tones). Total plastic
waste which is collected and recycled in the country is estimated to be 9,205 tons per
day (approximately 60% of total plastic waste) and 7,210 tons remain uncollected and
littered
To make the world a better and greener place to live in, we created an intellectual
property called RECYCLOTHON.
Making Mumbai a Plastic Free, Green City by spreading awareness. This can be done
through many activities which are designed to promote the importance of Reduction,
Reuse and Recycling of Plastic waste.
Plastic recycling is the process of recovering scrap or waste plastic and reprocessing
the material into useful products, sometimes completely different in form from their
original state. For instance, this could mean melting down soft drink bottles and then
casting them as plastic chairs and tables. There are many types of plastics. Most of
them can be recycled.

Environmental impact
Plastic is a popular, useful material but we use a lot of it. By optimizing the lifespan
of plastics by reusing and recycling items as many times as possible and recycling
used plastic bottles into new ones, we can reduce our need to create new plastic. This
means we can:
Conserve non-renewable fossil fuels (oil)
Reduce the consumption of energy used
Reduce the amount of solid waste going to landfill
Reduce the emission of gases like carbon dioxide into the atmosphere.


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5. STREE CELEBRITY CSR CAMPAIGN







The Concept

Sakshi Tanwar is an Indian television and Bollywood actress. She is best known for playing
the roles of Parvati Agarwal and Priya Kapoor in the television serials Kahaani Ghar Ghar
Kii and Bade Achhe Lagte Hain respectively, both produced by Balaji Telefilms. She is one
of the leading ladies of Indian television. She has appeared in television serials, reality shows,
and movies.
As she symbolizes strength and femininity, women look up to her as their role model and
derive inspiration from her. She is already supporting various activities relating to women
empowerment and hence she wants to take this to the next level. Also, she endorses various
women centric brands and products, some of which are:
Kelloggs special K, Stayfree, Boroline, Vim bar, Clinic plus (shampoo, hair oil), Vinod
cookware, Suthol and many more.
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So we designed a complete 360 degree campaign and a business model for her which would
not only help her take the cause further and contribute to the society but also enhance her
image in the minds of people and give her a PR amplification. The campaign will be known
by the name of STREE

STREE is an initiative to preserve the dignity and well being of women in
India.
An initiative to empower women in various fields.

A platform to promote the talent in Indian women.

A force to tackle issues faced by women in all sections of the society.


























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The Campaign

Events will include vocational courses and workshops (only for women)
to chalk their talent out and make them independent.




On Ground Activities to involve general public in our initiative and to
rope in more valuable volunteers.

Fund Raisers to support NGOs for the initiative.



Digital Activities for providing commercial benefits to the needy women.



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Viral Video

A video will be shot and uploaded on social networking sites which will
promote the ideology of the initiative.


An impactful video where Sakshi will be portrayed as a helping hand for
the suffering women.



A special workshop on Self-Defense will be organized with Sakshi Tanwar attending
a press conference and joining the Workshop with volunteers.





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Mall Activation- A Thank You Card & a flower for Women inside the mall (In association
with Ferns & Petals)






Award ceremony for honoring Women of Substance (Women from humble backgrounds who
have made it big in various fields)

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A dedicated blog on Sakshis website called Saheli-One woman to another for
discussing different women centric issues and their practical executable solutions.






A program called Sadhan that provides them with rights awareness, leadership
education, vocational and technical skills training.
For calling support for the initiative a special Fund a Girl Education program will be
constituted.







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6. YASHASVI BHAVA YASHRAJ FILMS



All the top production houses globally are undertaking various CSR Initiatives for meeting
different societal and legal obligations. Also, such initiatives have helped these corporate
houses in enhancing their value and reputation between their stakeholders.
Top production houses worldwide are identifying and performing their CSR like:

Walt Disney:

The Walt Disney Company is one of the largest and most well-known corporations practicing
CSR. Disney Nature films, part of Walt Disney Motion Picture Studios, share compelling
stories and immerse audiences in the natural world. Part of the proceeds from three Disney
nature films to date Earth, Oceans, and African Cats have planted three million trees in
Brazils threatened Atlantic Forest, protected 40,000 acres of coral reef in the Bahamas, and
conserved 50,000 acres of savanna wildlife corridors in Africa.

Paramount Pictures:

Paramount Pictures has a long and proud tradition of giving back.CSR until now: supporting
public education; protecting the environment; combating HIV/AIDS; and promoting
volunteerism, supports numerous local, national, and global non-profit organizations.

DreamWorks SKG:

DreamWorks Animation employees give thousands of hours each year to those in need,
participating in both our company-wide efforts and a myriad of external organizations. They
share their time and talents to make their communities better, more vibrant, more
compassionate places to live.

Lionsgate:

Lionsgates' community service organization called LIONSHARES is a volunteer program
that seeks to provide opportunities for employees within the Lionsgate family to partner with
a diverse range of charitable organizations.


On similar lines, we have prepared a detailed CSR Plan for one of the biggest and most
reputed production houses in India i.e. Yash Raj Films
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CSR STRATEGIES

Considering the 2% CSR Mandate slated in the Companies Act 2013, we strategized and
suggested the following CSR Initiatives.

YASHASVI BHAVA

The Concept

We suggested them to set up a school providing formal primary and secondary education to
the children residing in the rural areas of Maharashtra. For the commencement of the
initiative, we targeted two villages of the state namely, Soni & Rayate (Nashik). The
targeted age group of the students will be 6-16years. Apart from the formal education and
training the students will also be groomed for various co-curricular and practical activities
like, Computer training, Knowledge of agricultural activities undertaken in their respective
villages, making attractive Greeting Cards, and other creative activities on similar lines.
There will also be a provision of Mid Day Meals in the school for proper health and growth
of the children.



After school hours, additional sessions for the village women will be conducted for enabling
them to earn a living without compromising on their daily chores of activities. A special
trainer will be appointed for these women to train them on the below given activities:



Tailoring
Bag making (Paper & Cloth)
Spices / Pickle Making
Gift Articles Making
Pottery
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RAHAT

The Concept

Through this initiative, the management of Yash Raj Films will provide a specific amount or
financial aid to age old artists and technicians who are currently living in penury. They can
also take the responsibility of bearing all the medical and related expenses of these
beneficiaries for the rest of their lives.



NAYA DAUR

The Concept

Yash Raj Films is known to capture scenic beauties and locations in their films. Till late 90s
they have shot almost every film on beautiful locations of Kashmir, Shimla, Darjeeling and
other such hill stations and tourist destinations. Many of such locations are in bizarre
conditions at the moment. Through this initiative, the production house will take charge of
the restoration of all the forgotten or less travelled scenic beauties of the country to regain its
beauty.


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RANG MANCH

The Concept

Drama Theatres have given plethora of legendary actors and actresses to Bollywood till date.
Unfortunately, almost 80% of drama theatres in India are suffering from financial crunch and
maximum of them are on the verge of closure. Through this initiative, Yash Raj Films will
market the plays performed at these theatres through in-film promotions, outdoor advertising
and allied channels for boosting their revenues. The proceeds can further be used for
preservation and restoration of these theatres.




















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EVENT CONCEPTUALIZATION AND EXECUTION

1. Oberoi Melting Pot:
The Oberoi Melting Pot is one of Mumbai most anticipated social events held every
year under the sponsorship of Consular Corps in Mumbai, The Rotary Club of
Bombay and The Oberoi, Mumbai. The event creates a great spirit of bonhomie,,
bringing together the expatriate and local communities for a worthwhile charitable
cause. Last year the the proceedings from the the Oberoi Melting Pot supported
Habitat For Humanity to rehabilitation at Uttarakhand, Apnalya and Mumbai Mobile
Creches. It unites nations of the world to contribute to a noble cause along with
experiencing the confluences of cultures. The sum collected at The Oberoi Melting
Pot is donated to the charities which are chosen by the management in respect to the
cause they support. Countries across the world like Argentina, Australia, Belgium,
Canada, China, Czech Republic, Ethiopia, France, Germany, India, Indonesia, Ireland,
Israel, Japan, The Kingdom of the Netherlands, Korea, Malaysia, Maldives, Poland,
Russian Federation, Singapore, South Africa, Spain, Sri Lanka, Thailand, Turkey,
United Kingdom and The United States of America participate in this event and
showcase their best cuisines.
Apart from the assortment of mouth-watering gastronomic delights, The Oberoi
Melting Pot also brings music and cultural performances to keep you entertained.
Visitors can also participate in a silent auction for some of the luxury gifts available.
This time Melting Pot will be happening in the month of October, around Diwali. And
we got the opportunity to design the whole show flow for the event.
Hence, following the essence of Diwali, we thought Let Us Light Darkened
Lives!!! as the theme of the event which melt away all the sorrows from the lives of
the Underprivileged and uneducated children and enrich them with different flavors of
joy and happiness.




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2. PROVOGUE MENS XP Mr. INDIA 2014

Provogue MensXP Mr India World 2014 was the sixth edition of Mister World
India pageant held in Mumbai on May 8, 2014. Fourteen contestants from all
over India were chosen as finalists to compete in the main event in Mumbai. 25 years
old Prateik Jain from Bangalore was declared Provogue MensXP Mr India World
2014. 25 years old Puneet Beniwal from New Delhi was named 1st Runner Up and 23
years old Bharat Raj from Chennai was named 2nd Runner Up.
Responsibilities on the day of the event:

Checking Height of the participants
Checking all the documents of the participants
Registration of the participants
Writing the script of the event
Coordination with both the hosts of the Event















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BRANDING

1) Rotary Club of Bombay:
The Rotary Club of Bombay is one of the pioneers in India of the rotary movement,
devoted to the ideal of Fellowship through service. From the very beginning the pulse
of Rotary has been and always will be Community Service. Today the Rotary Club of
Bombay has diversified its activities through the work of over fifty committees
constituted to look after the various avenues of service. Of these, over 20 contribute to
community service. The Club has been able to attempt a number of service
programmes only because of generous donations of time and money by the members.
Following the same message, Rotary have six crucial focus areas on which it targets:
1. Peace and conflict Prevention :
It includes support to marginalized groups, help children, provide relief to
refugees, recruit candidates for a rotary peace fellowship and address the
underlying structural causes of conflict like poverty, inequality, unequal
distribution of resources.
2. Disease prevention and treatment :
Includes support health education program, help immunize people against
infectious diseases, sponsor continuing training and education.
3. Water and sanitation :
Includes promotion of good hygiene habits, improve sanitation facilities,
implement rainwater harvesting and promote home water treatment capability.
4. Maternal and child health :
Includes health awareness programs, screening tests for anaemia, awareness
programme organised for women.
5. Basic Education and literacy:
Provide teacher training and needed classroom supplies, providing vocational
training team for rural communities and developing adult literacy program.
6. Economic and community development:
Includes development of mobile banking resources, vocational training at non-
profit organizations and providing equipment or supplies to cooperatives.

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Hence on the basis of the above brief that our team got, we are currently working
on the amplification of the activities that Rotary Club is engaged into and thinking
of more initiatives that they can do to make their brand more visible. This is one
of the ongoing projects that we are working on and the execution has to be done.

2) Shrimad Rajchandra Mission :

Shrimad Rajchandra Mission Dharampur is a global movement that endeavours to
enhance spiritual growth of seekers and benefit the society. The Mission Statement
is Realize ones True Self and serve
others selflessly. There are a total of 150 SRD centers across the globe. The
activities of the organization have gained tremendous momentum in the realm of both
sadhana and seva. As the tree digs its roots deeper into the soil, its branches spread
and open out; similarly the seekers delved deeper in the Self on one hand and on the
other hand the expanse of seva grew with the aim of encompassing the whole
universe. For the smooth functioning of these activities different trusts like Shrimad
Rajchandra Medical Trust, Shrimad Rajchandra Educational Trust and Shrimad
Rajchandra Jivadaya Trust were established. Shrimad Rajchandra Youth wing was
founded to channelize the Youth energy in the right direction. Along with the vertical
growth of seekers, there was a horizontal expansion as well in terms of centers in
India and abroad with the formation of foreign trusts like Shrimad Rajchandra Center
of North America. Memorials like Shri Atmasiddhishastra Rachnabhoomi at Nadiad
were also constructed. Shrimad Rajchandra Love and Care was launched for the
upliftment of all living beings from humans to animals to the plant kingdom. SRD is
structured into 3 programmes: Magic Touch, Arhat Touch and Spiritual Touch
designed specifically for the different stages of development in the life of a child;
beginning with childhood, moving to the pre-teen years and culminating at
adolescence.
Hence, on the similar lines we are currently making a 360 degree marketing plan
for amplifying the brand. Thus, this is another project on which we are working
on and designing the whole campaign in respect to all the three sectors they are
present in.

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Conclusion

This particular period of internship has without a doubt been a great learning curve for me.
I got to work on so many different verticals. This gave me a good understanding of the
different types of marketing and insights. There were many sessions conducted for the benefit
of the interns such as Corporate Social Responsibility, Pitching or Sales, PPT Making etc.
These sessions were very helpful and very informative.

I got to attend a few meetings with some of the clients along with an employee of the
company. This gave me a chance of learning and understanding many technical insights
about marketing and selling.


Benefit from the internship programme was more than what was expected in a number
of ways:

A rare opportunity to use the knowledge and skills that had been acquired at MET.
Career-wise, the internship programme undoubtedly enriched my experience. Also, having
gotten a chance to interact with Top notch Industry people, it gave an insight on how to shape
the career towards this industry in the near future.

The internship programme gave me a chance not only to work with Business of Ideas but
also a chance to learn from the other experts from this industry.

To conclude, the internship at Business of Ideas was a rewarding experience and
provided me with some new perspectives on the industry as a whole.