Mudra Communications has planned a slew of BTL and print campaigns for the Economic Times Power of Ideas platform. The agency had broken a print campaign for the same on January 21, 2009. The next phase is to create awareness about the platform in the industry. Mudra is also using social networking sites and mobile marketing for the campaign.
The ‘Power of Ideas’ is an initiative by The Economic Times to encourage anyone with a business idea to realise his or her entrepreneurial dreams. The selected ideas would be polished and nurtured with personalised guidance from mentors before being submitted for possible funding to the single largest group of investors.
Arijit Ray, EVP & Head, Mudra Mumbai, said, “This is a fantastic platform in today’s economic slowdown period. Today, when many are worried about how to implement their ideas given the financial crunch and moral support, here is a platform from Economic Times, which will encourage anyone with a business idea to realise his or her entrepreneurial dream.”
Ray further said that the agency had already started off with the communication strategy for the initiative. The communication objective is to activate interest and solicit participation amongst people who have entrepreneurial aspirations.
The initiative will be supported heavily through BTL and print activities. According to Ray, “One cannot do justice for this initiative by just doing an ad. The campaign or the communication is based on human psychology and includes inspirational messages that will urge anyone to come with ideas and participate in this program to pursue their dream as an entrepreneur.”
The agency plans to send corporate offices, which include agency and media heads an ET ‘Power of Ideas’ mug, thereby creating awareness amongst the industry. The campaign also is supported through heavy mobile marketing, whereby nearly two lakh SMSes would be sent out across the ET and Times Job database inviting entries. The communication also has its presence on social networking sites such as Facebook and Time Job social networking site, which have entered into a special tie-up for the initiative. Mudra has also created a viral, boosting and urging the creative side of everybody and implementation of their ideas. The campaign will be soon followed with a TVC and radio spots.
The initiative is a two and a half month long process. The first 3-4 weeks would be in the context calls for entries and participation. The initiative is divided into four phases. Phase one includes call for ideas and participation (January 21-February 20). This would be then followed by the second phase comprising ET editors and Indian Angel Network shortlisting the candidates. All shortlisted candidates would be given group mentoring sessions to prepare them for an elevator pitch interview. Phase 3 would see one on one mentoring being provided to the candidates shorlisted following the elevator pitch. The fourth phase would be the final stage, where the selected candidates would present their ideas to the investors.
The initiative will be conducted across eight cities – Mumbai, Delhi, Kolkota, Ahmedabad, Chandigarh, Bangalore, Hyderabad and Chennai.
Mudra Mumbai bags communication mandate for Economic Times Power of Ideas