Effectiveness of haywards 5000 brand communication; Starcom Mediavest

Abstract

The internship started on 12th of April, 2010. Initial days of the internship were more focused on briefing about the company and media business in general. A formal presentation was conducted in which we were provided details about all divisions of Starcom Mediavest group and their operations. During the second week we were introduced to firm's internal resources which are used in designing media strategy for the clients. After the induction process, we were provided with the briefing about the project. The project briefing included the media brief about the product, objectives of the new campaign and nuances in promotion of alcoholic products. I was working with a small group of media planners. Working iIi small team helped in having constant interactions with the whole team and also to discuss about the project. Timely feedback was given during the entire course of the project from my mentor and managers to ensure that we learn the most during the time spent at the company. As promotion of liquor and tobacco is banned by the Indian government, the project provided a firsthand experience of surrogate advertising in brand communication. The company also organized weekly lectures about the nuances of various channels of media communication i.e. rural marketing, usage of sports and movies for brand communication, out of home communication etc. Every week an industry expert would share his experiences and learning. Company also organized a guest lecture from one of their clients to share his experiences with us. Apart from the main project we were also given an additional project which required us to work with summer interns of other colleges. The objective of the project was to design a media strategy integrating all the media channels.