Team Name: Tinkers Member 1: Kamal Joshi Member2: Tina L. Therattil College: IMT Ghaziabad Presentation Flow Campaign 1 Campaign 2 Other Ideas Campaign 3&4

©Team Tinkers IMT GHAZIABAD Campaign 1 Campaign 2Other Ideas Campaign 3&4 Campaign 1: PAJ Free Photo-shoot Stage 1 Setup a professional pop-up photo-shoot studio during college festival as a part of our event. Use PAJ to Style participant hair. Click beautiful pictures of them, in such a way that it will focus on nicely styled shiny hair thus communicating our “extrinsic hair benefit of Shine” Ask participant to like our FB page to get updates and where we shall upload these pictures. Stage 2 Post pictures on our FB page, make an Album for each college. Ask participants to gather maximum likes on their picture. Carry the campaign to all the sampled college. Top 2 girls of each college with maximum number of likes will get featured on the page and will get hair styling goodies like hair straightener for free. Stage 3 Create a microsite for the campaign Promote the event on social-media and through s Ask TG to register themselves on the microsite with their name, phone number, and college name. We will visit a college with maximum registrations from each of our target state Campaign can be carried out for months depending on the campaign budget. Campaign 1.1: “Call us to your campus” Sample at least 3-4 colleges in each of our target state. College will be sampled on the basis of popularity and average footfall on main cultural event. Campaign will be carried out during the main cultural festival of each college Only female students will be eligible to participate in the campaign To participate student needs to register with their Name, -ID and Phone number. Get Ready Making the C ampaign S ustainable

Campaign 1 Campaign 2Other Ideas Campaign 3&4 Campaign 2.1 PAJ Style Box Tie-up with big shopping malls* chain Place a beautiful designed box with a mirror and PAJ in female washrooms Box should be catchy and should communicate our value proposition of “Shine” through various taglines Like it may state a phrase "Your hair looks dull, try me" Campaign 2.1 PAJ Styling Install a PAJ pop-up stores, where professional hairstylist will style hair using PAAG for target group free of cost For free styling the person must belong to our target group i.e. A college going female student Person must register for free styling We will also display and sell PAJ in these stores Use social media / /SMS to promote this campaign. *Research must be done to sample malls where we have maximum footfall of our target group

©Team Tinkers IMT GHAZIABAD Campaign 1 Campaign 2Other Ideas Campaign 3&4 “Unveil the shine” PAJ sample board Guerilla marketing Point-of-sale displays An app to rate other people hair A large rectangular board with PAJ samples will be placed in selected colleges. Board will display hair with a hidden shine With each picked sample, a part of shine will get revealed Install Neon lights on selected campus/shopping malls under PAJ board These colorful lights will give a look of radiating hair during night Boards will also display our value proposition of “Shine” Make a PAJ app where each user will upload picture of their Hairstyle Other users can anonymously rate the picture on the scale of 1 to 10 Each time the user logins she has to rate at least 5 pictures to see her average like score App can be further enhanced; like each profile can have a comment section This App can facilitate the communication/recommendation within TG Present PAJ in an unusual way. Stack them in a huge pyramid, or use oddly shaped signs. If you have a window out front, create a wacky display using mannequins or other fun objects. These can be installed in modern trade stores. These displays will be designed in such a way that they will communicate our value proposition Flash Mob Select volunteers from a college, give them incentives depending on campaign budget Write a script that communicates PAAJ value proposition, train volunteers Organize a Flash Mob show in a popular shopping Mall Record a high quality video and upload it on social media Video may go viral in our TG

©Team Tinkers IMT GHAZIABAD Campaign 1 Campaign 2Other Ideas Campaign 3&4 Campaign 3: “Convince PAAG to lend you goodies” Generate and print campaign code( Uniquely identified PAJ code) on 300ml packs To participate in the event TG has to add PAJ mobile number(A PAJ number for each state) in their contacts Participants will be required to send a "Shayari" in their regional language with their product reference code. Shayari should be around shiny hair Every 2 weeks, top 3 "Shayari" will be rewarded with goodies Later we can use these TG contacts to broadcast our marketing messages cheaply as we would be in their contacts Campaign 4: #timetoshine Social-Media Contest Ask participants to Tweet or post a creative Tag line for PAJ Tag line should revolve around shiny hair Give goodies to most creative tag lines and one lucky winner will get a chance to be telecasted on one of our TVC. We will make her shine on TV. Ads on FM and newspaper will be best to popularize the campaign Google and Facebook Ads can be used for direct targeting to TG Campaigns Promotion