ASSIGNMENT FROM

BLING ENTERTAINMENT

SUBMITTED BY RAJESH SHETTY

Understanding Of Celebrity KANGANA RANAUT

• Hailing from Bhambla in Himachal Pradesh , Kangana Step foot into Bollywood at the tender age of 18

• Her journey in acting began with Theatre in Delhi• Having moved to Mumbai to further her acting career,

• She bagged the lead in Anurag Basu’s “Gangster” in 2006 for which she also achieved the Filmfare Best Female Debut Award , IIFA Best Female Debut Award

• The Star Screen and Zee Cine Award for Best promising Newcomer

• The Best Actress award at the Asian Festival of First Films • The film gained commercial and critical success and her

performance in the movie was highly applauded , after which she was seen in “Woh Lamhe” for which she also received high appreciation

• Her Movie career thus kick started; adding commercial success like Fashion, Tanu Weds Manu the recent success for Queen to her credit to name a few.

• Ranging from serious roles in movies like Fashion and Gangster, Kangna has also tried her hand on the comedy Genre in her movies Rascals and Double Dhamaal & vicious roles in Krrish 3 & Revolver Rani in which her character was highly appreciated

• Having made it big in the Industry without any Bollywood Background Kangna has a whole set of Awards ranging from IIFA to even the National Film Award for Best supporting Actress for her phenomenal role in fashion, Stardust award for best actress

• Ms Ranaut’s much awaited movie Tanu Weds Manu sequel (in production) and I Love New Year will be up for release early next year

Cont… KANGANA RANAUT

Key Points• Ms Ranaut’s image as a Diva who symbolizes the epitome of Feminine Achievement

• Ms Ranaut’s is A List celebrity

• Ms Ranaut’s image as a multi-talented individual with an exceptional sense of style in indian and western wear & her comfort to carry both the style effectively

• Ms Ranaut’s celeb quotient and her flamboyance as an actor & she is a style icon

• Ms Ranaut’s beauty as an individual her glamorous image does add value

• Ms Ranaut’s is very bold and upfront for the activities in society and media

• People look up for her movie buzz & her upcoming projects

• Ms Ranaut’s high degree of professionalism, she is very versatile as an actor and has worked with diverse set of actors, producers and directors

KANGANA RANAUT CAREER GRAPH

START PRESENT

2006

2007

2008

2009

2011

2013

2010

2012

2014 WHO LAMHE GANGSTER

SHAKALAKA BOOM BOOM LIFE IN A METRO

FASHION DHAAM DHOOM

EK NIRANJAN RAZZ : MYSTERY CONTINUES

VADA RAHA

KITES OUTIM

KNOCK OUT NO PROBLEM

READY DOUBLE DHAMAAL

MILEY NA MILEY HUM RASCAL GAME

TANU WEDS MANU

TEZZ

SHOOT OUT AT WADALA KRRISH 3

RAJJO

QUEEN REVOLVER RANI

UNGLI

TANU WEDS MANU 2 I LOVE NEW YEAR

AWARDED

BRAND ENDORSED BY KANGANA RANAUT

VARIOUS BRAND ENDORSED - KANGANA RANAUT

VARIOUS BRAND ENDORSED - KANGANA RANAUT

PROPOSEDBRAND FOR KANGANA RANAUT

Proposed Brand

• In 1990’s, when the idea of adventure and outdoor activities in india, started WILDCRAFT in a garage. The 'Garage Years', began our exploratory phase.

• Understanding the needs of different outdoor and adventure activities, realized the need of sturdy, durable, reliable and functional products that can withstand the toughest of tough terrains.

• Focused on creating equipment that stood for the outdoors.

• Vision began to expand along with our product base and by 2007-2008 our core team was established.

• Our core constituency of design and construction stood the test of time and test of the tough outdoor terrains. Whether it is apparel made of breathable materials, ergonomically designed rucksacks or waterproof footwear, our gamut of products have one mission – to enable people with gear that is durable, resilient and sturdy, for their exploration of the outdoors.

• Wild craft today stands for trust, that all our customers, whether it is the outdoor enthusiasts or the urban travelers, place in us and our products. Stand for a passion for great outdoors.

STUDY STATES TRAVEL STATISTICS

• Women– young, old, single, married, widowed and gutsy are fueling an explosive growth in travel industry.

• Whether single or married, career women or stay-at-home moms, traveling with other women is empowering and good fun

• 80% of all travel decisions are made by women. A woman is the decision maker.• There has been a 230% increase in the number of women-only travel companies in past

six years. With 67 million participants, the potential of the women’s market exceeds $19 trillion annually.

• The average adventure traveler is not a 28-year old male, but a 47-year-old female

• Women spend an average of $295 annually per individual on outdoor apparel and equipment. The travel industry is just waking up to the economic power of women.

• So female travelers between the ages of 25 and 39 are their biggest market.

• Over 80% of those working women who purchased travel products or services offline in the past month researched their purchases online beforehand.

• Don’t forget an effective way to reach your female audience is brand catering products for women & have a wide product range.

LINK - http://gutsytraveler.com/women-travel-statistics-2/

KANGANA RANAUT

TEST OF TIME

EXPLORATORS

TOUGH

SPORTY & TRENDY

ADVENTURE & OUTGOING

STRONG

TRAVELER

NEED TO FOCUS ON WOMEN

Proposed Strategy

An intense Campaign spread over at least 8 months, aimed at creating the desired Brand image of brand along with Kangana to generate maximum visibility in the media. The idea is to highlight the brand very next move towards women & Kangana being the epitome of feminine Achievement. The idea would is to take the brand & Kangana Ranaut to the next level by highlighting the brand as well her achievements professionally and various aspects of her personality.

Communication• Print • Electronic• Internet• Newswires• Social Media•In film Promotion

Proposed Brand

• Vespa is an international brand having presence in India in scooter segment with a different style compared to the rival brands.

• Vespa has brand ambassador Mr. Imran Khan in India.

• Vespa is more iconic brand & have features like stylish, colorful, trendy, sporty, glamorous, Artistic & for both genders.

KANGANA RANAUT• Kangana resembles most of the features related to the brand.

• As a brand in India it has consumers in both genders but as its also has a huge customer base from single or married, career women or stay-at-home moms, & college going girls.

• Kangana fits right into the women segment (Housewife, college going, career oriented , youth & adventurous).

• Kangana also highlights the features of being stylish and a icon which is what the brand is trying to place itself in India.

• Compared to competitors from the same segment vespa would benefit from a women brand ambassador like kangana who has fans base from all segments due to versatile roles played by her in her short career.

KANGANA RANAUT

Proposed Strategy

• We can have a series of TV commercials featuring kangana in An intense Campaign in a flow of campaign(90 days), Break(90 days) & campaign(90 days) spread over 9months aimed at creating the desired Brand image of brand along with Kangana to generate maximum visibility in the Indian market.

•She has two movies lined up in 2015 including the most admired movie Tanu Weds Manu sequel & I Love Happy New year.

Communication in the form of -• Print • Electronic• Internet• Newswires• Social Media•In film Promotion

Proposed Brand

BRAND AMBASSDOR FOR GROOMING SEGMENT• Philips, India’s leading lifestyle brand, new dimension to the concept of male grooming with the Philips Bodygroom. With Philips Bodygroom, the company has fashioned a whole new category and hopes to bring about a revolutionary change in the grooming habits of the "metrosexual" man. • The company believes that this figure is set to grow alongside fashion and grooming trends. And it is not only men who want to get rid of their body hair. The survey revealed that 80% of women find excess male body hair a huge turn off and prefer smooth and groomed bodies on their partners. • John Abraham, Bollywood actor and Philips Male Grooming brand ambassador, believes, “Inspired by celebrities to a large extent and with increasing consciousness about personal grooming and hygiene, men today want to look their best even when bare bodied. Keeping this trend in mind, Philips Bodygroom is just the product that can help them feel confident and desirable.

KANGANA RANAUT• PHILIPS is into grooming segment understanding the male skin care segment

market but also has women consumers

• Entire women shaving segment is termed as a taboo to be told across the globe. Girls coming of age no longer needed to be told their leg hair was unsightly. They got rid of it

• As a brand in it has consumers in both genders but as its also has a huge customer base in men. Brand needs to go beyond the general lines followed by other brands in the segment if he wants to overcome his competitors.

• Study states that all man of all age have a huge desire for women and want a women to be attracted by them. Where as, women prefer men most attractive when they are well groomed & clean shaven

• Brand needs to do something bold enough & kangana is a bold actor who has done something beyond what the audience sees her & also has a fan base in every age group.

• We can PROMOTE the brand in an innovative way, where • State – Men desire for women & women desire men clean shaven OR• State – Men desire kangana but kangana desires men clean shaven & well

groomed.

• Ms Ranaut & PHILIPS can together make the very 1st move in the market where men have always been the show stopper & male centric. With kangana on board it will be a different move altogether.

KANGANA RANAUT

• The male grooming segment which was projected to be Rs 1,500 crore market in 2012 is expected to reach Rs 5,300 crore by 2016.

• According to a Nielsen study on the Indian male grooming segment, there is a rising aspiration among Indian men to look groomed, which has led Indian men’s grooming market’s rapid growth of 34 per cent. The Nielsen study stated that this growth is faster than the growth rate of the total personal care and beauty industry in India. The segment can be divided into sub categories: beauty range of products and grooming gadgets (manual and electronic). As per a report by Euromonitor International on male grooming sector in India, • Gillette India lead men’s grooming with a value share of 28 per cent in

2012. The company has a strong horizontally diversified portfolio of razors and blades, with brands such as Mach, Vector, 7’O clock and many more, enhancing its long term sustainability.

• Hindustan Unilever was second, accounting for a 15 per cent share. These products fall in to the manual sub category.

• On the other hand, in the electronic sub-category, Philips with a range of grooming gadgets for men including trimmers, shavers and stylers, is ruling the market share, claims the company.

• To take a step further, the brand is set to roll out an extensive marketing campaign. The brand has decided to add celebrity quotient to its communication

Proposed Strategy

• Entire new campaign as a first mover in the industry with having a female celebrity for endorsing a male centric brand.

•We can have a series of TV commercials featuring kangana & celebrity talk moments & define her reason for the most desirable man to be well groomed & clean shaven.

•Will also features how she would want her complete man to be like & involve media for kangana desirable men would be like.

• Intensive campaign should be rolled out as it’s the 1st move in the market.

•She has two movies lined up in 2015 including the most admired movie Tanu Weds Manu sequel & I Love Happy New year.

Communication in the form of -• Print • Electronic• Internet•Chat Shows•Webcasting & consumer interaction online• Newswires• Social Media•In film Promotion

THANK YOU