Communication Campaign

Bombay Balloon Company Limited

Submitted By
Raghavendra B.T

Rashida Kachwala

Rifath Aara

Roy Joseph

Shraddha Ganwani

Sreeparna Mitra

Sugandh Munka

Swati Thorat

Swathi Ravichandran
Bombay Balloon Company Limited:
Started in 1960, Bombay Balloon Company Limited is a leading condom and party balloons
manufacturer with revenue of over 100 million dollars.

Objective:
To commemorate the 50th Anniversary celebrations of Bombay Balloon Company Limited.
Build brand awareness primarily in the rural and urban markets about the parent company
and maximize media coverage including press, electronic and digital media.

Highlight of the Campaign (Main Event):

India just second to China in terms of population, the main event will showcase the world’s
largest condom in Mumbai. The structure will be 150 feet in height, which will stand taller
than the Gateway of India. The idea will be to attract public attention on contraceptives and
safe sex. Organisers also distribute condoms, printed brochures on sex education for free to
all the attendees. A new world Guinness record will be broken on Saturday, March 5th 2011.
An adjudicator from Guinness will be hired and flown into Mumbai on the day and the record
will be verified live and on-the-spot. The USP of the event is mass media coverage at
minimal costs.

The main event will be followed by an awards night the next day Sunday, March 6th 2011 in
Taj Lands End, Mumbai. This will celebrate the occasion of 50th Anniversary of BBCL.
Javed Jaffrey and Priety Zinta would be the hosts for the evening. The evening will start an
acrobat act which will be performed in tandem with Shankar Ehsaan Loy’s signature tune
created for the BBCL campaign. The corporate video of BBCL will be played. Part of the
program will cover the CSR initiative. Social workers and NGO’s will be felicitated who
have selflessly worked towards the welfare of HIV and Aids inflicted and the upliftment of
commercial sex workers. A section of the program will also be dedicated to people and
organisations who have been involved with children’s welfare.

Eminent personalities from various organisations will be invited to which help spread the
cause and have speaker slots include the likes of Suhel Seth, Aamir Khan, Rahul Bose, Nita
Ambani, Gul Panag, Rajdeep Sardesai, Saina Nehwal, Prannab Roy etc.

Unveiling of the new contraceptive drug will happen at the main event. Free sampling will
happen here.
Teaser Campaign (The Love Parade):

The new logo is unveiled in leading national dailies after a teaser campaign which will run
for a few days. The new logo will be prominently displayed in all
the marketing collaterals for recall.

The logo will be launched towards the end of the month of January
followed by the print teaser campaign. This will intrigue the readers
to know about the events that will be followed and will be
extensively covered by press.

Information kiosks in form of portable museums (on wheels) will be

traversing various rural locations as well as the following 8 cities -
Cochin, Ahmedabad, Delhi, Kolkata, Patna, Hyderabad, Bangalore
and Chennai.

Blimps will be hoisted in the villages, marking the event. Slums in the city will be decorated
with balloons – With the single message “Spreading Joy, Saving Lives”

BTL Activities like public hoardings, public address announcements, human banners, printed
leaflets, brochures, banner ads in leading rural and national dailies, local news channels and
other promotional activities to garner publicity.

The travelling route in the rural areas will be in shape of a condom, which will cover around
120 villages. There will be a tie up with local celebrities, to attract the footfalls.

The idea will be the Longest Condom Chain in the world which will be 4000 metres and the
condoms will be tied together at various points by villagers and rural folk and the same will
be carried forward to the next village and the final pit stop will be at Gateway, Mumbai-
where the final one will be tied by BCCL Chairman and the Chief Minister of Maharashtra.

The new logo is unveiled in leading national dailies after a teaser campaign which will run
for a few days. The new logo will be prominently displayed in all the marketing collaterals
for recall.
Mediums for communication:
Print: Local newspapers of villages and National Leading publications like TOI, Hindu,
Indian Express, Dainik Bhaskar, HT, Asian Age.

Electronic: Public Service Advertisements in association with BCCL. The signature tune of
which is created by Shankar, Ehsaan and Loy. This will be broadcasted DD, and Cable TV.

Mobile Marketing

Digital: Interactive website with option of digital applications, social media

integration. Eg Facebook applications.

Budgeting:

Item Cost Days/no.s Total

Logistics(for campaign 8
160000 40 64,00,000
caravans)
Creative 500000 5,00,000
Technical 1000000 10,00,000
Venue 1000000 10,00,000
Physical structure of the Condom 1000000 1 10,00,000
Permission and License costs 800000 8,00,000
Security 2000000 20,00,000
Insurance (Insuring the event) 200000 2,00,000
Celebrity costs 500000 5,00,000
Entertainment 5000 50 2,50,000
Food and Beverages 10000000 1,00,00,000
Travel and Hospitality 5000000 50,00,000
Media 50000000 5,00,00,000
Marketing and Publicity 20000000 2,00,00,000
Salaries for volunteers(50 nos) 50000 40 20,00,000
10,06,50000
Event agency costs (20%) 2,00,00,000
12,06,50000