Airtel Presents What's Your Calling!

India. The catchword for marketing executives the world over, the country where over one billion people might choose to interact with and purchase your product and service. A goldmine just waiting to be tapped into, but is that it? What is the Indian market really all about? Even the most passionate of nationalists would agree that it’s a continent rather than a single country, a multitude of people, languages, rituals, beliefs and traditions, so diverse that it’s almost impossible to make sense of it as a whole. A veritable melting pot, one might say.

So now that we’ve established that India is about so much more than just the sum of its (many, many!) parts, here’s a key question to ask yourself as a budding marketing and advertising executive: Is a national television campaign really the key to capturing the hearts, minds and ultimately the wallet of the Indian market? Of course not!

Instead, we’ll ask you to devote your attention to something smaller, something more easily fathomable but something so much more difficult. MICANVAS and Airtel presents ‘What’s Your Calling’, an event which requires you come up with an effective advertisement for a local audience.

Here are the specifics. Participants in teams of 1-2 are required to pick a SCR (Socio-Cultural Region) and design a print ad and radio jingle for Airtel specific to that particular area. The deliverables are:

• Print Ad
o Single A4 size ad with a margin of 1.5 on each side
o The print ad can be either black and white or colour
o The print ad must be submitted in .jpg format only

• Radio Jingle
o Length of the radio jingle cannot exceed 60 seconds
o Radio jingle must be submitted in .mp3 format only

• Explanatory Document
o Font Details: Times New Roman, 12 point, 1.5 line spacing
o Word Limit: 1000 words
o The document should tell us:
_ What is unique about the SCR chosen?
_ Who is the target audience in the SCR?
_ What socio-cultural insight have you based your creative on?
_ Why do you think the ad will work?
_ What are the results expected from this ad?

And as this is an online event, everything will happen strictly in the virtual world. The submission deadline for all the above items is 11:59 PM on the 15th of October, 2009 at micanvas@micamail.in.

Oh yes, by the way, the prize money for the team coming 1st is Rs. 10,000 and for the one coming 2nd is Rs. 5,000. Ahem ahem... how’s that for motivation?

Phew! Now that you know everything about the event, it’s time to get started. Time to get down to the grassroots, baby, and discover whether marketing and advertising is really your calling.

For more about the event, click here.

For any queries, feel free to contact:

Kanika Gupta
+91 9998337468
kanika8@micamail.in

Kunj Sanghvi
+91 9558816596
kunj8@micamail.in