The Pujo fever grips the heart of everyone in Bengal regardless of age, caste, class or gender every year!

The Pujo fever grips the heart of everyone
in Bengal regardless of age, caste, class or
           gender…every year!

The streets witness waves of Pandal-hoppers, both natives and
      tourists, dressed in the best possible way they can.

This is also the most awaited time of the
 year to make expensive purchases and
   investments as it is believed to be a
        ‘good season’ to purchase

Bengali families take this opportunity to travel and shop for
apparels, jewellery, electronics, automobiles etc. which has been
              on their minds for quite some time…

With the whiff of festivity getting thicker, brands get exposed to an
  array of great marketing opportunities. Puja Branding not just
  increases brand visibility but also translates into higher sales…

                                              “the perfect opportunity to enchant people is
                                                when they are in the best of their moods”

And, no other media covers Bengal and the Bengali community like we do !

Partner with us for arguably
the biggest festive celebration
                                  AnandaUtsav
     across the country…                2018

The Concept

 AnandaUtsav Microsite covers the festivities from Bengal and across India each year

 The content offering during this period suffices as a one-stop user destination for all the information
  they need - Pandals, shopping destinations & offers, food, home décor, festive offers & sales etc.

 The microsite and the coverage provides ample opportunities for various brands to seamlessly
  associate and market their products.

 The content coverage and promotions are extended to other media; Print, OOH, On-ground, Radio
  etc providing a 360-degree visibility to participating brands.

                                                                             10th Sep, 2018 onwards (8 weeks)

The microsite

  Space for all
 Sponsor Logos

   Advt Space for                                   Advt Space for Co-
    Presenting                                         Presenting/
     Sponsor                                           Powered By
                                                         Sponsor

Skinner on either                                   Skinner on either
    sides for                                           sides for
Roadblock activity                                  Roadblock activity

   Advt Space for
   Native Content
 (more spots down
     the page)
                     Design finalization underway

Reach

 Estimated 6-8 Million page views during the 45 days period. Major traffic rise expected during the
  key days of : Mahalaya, Shasthi, Saptami, Ashtmai, Nabami and Vijayadashami.

 2017: 7 Mn PVs on the microsite, approx. 90 Mn PVs on anandabazar.com; 30% surge in traffic
  during the festive month on anandabazar.com & ebela.in

 Biggest online Puja property. Over 500,000 unique visitors expected on AnandaUtasv.com alone and
  another 4-5 Mn on the main site. during Puja season. Overall user visiting the site during Pujo – 5 Mn
  approx.

 Combined reach of over 8 Mn users during the campaign period through digital properties:-
  Anandabazar.com, Ebela.in and AnandaUtsav.com.

Content Sections

 Home Décor & Furnishings
 Fashion & Beauty
 Real Estate
 Food/Recipes
 Travel
 Tech and Gadgets
 Auto
 Pandal-hopping Guide
 Video & Photo Gallery
 Celebrity Puja

Additional Content Sections

Contests
                                                         Sponsor Placements
 4 types of the contest aiming to build                    on the header
  engagement with the users and add variety
  to the overall content offering, namely:
    Mahisasura Vadh
     Quiz
    Alpana (Drawing)
    Magajastra (Brain Buzz)

 Placement – on the home page leading to
  respective pages for each contest

 Sponsor Branding – on the section
  header, respective contest page and social
  promotions (through the Pujo period)

 Prize sponsorship can be clubbed with
  Contest Sponsorships

Additional Content Sections

Pujo Parikrama
 Durga puja without Pandal hopping is just impossible. Darshanarthis stand in long queues to get a
  glimpse of their beloved Maa Durga. Kolkata never sleeps during these 5 days. Even at midnight or at
  dawn, one can see thousands walking from pandal to pandal so that they don’t miss any highlights.

 This section works as a ready-reckoner for all Pandals in the city, the highlights, the themes etc.

 Placement – on the home page

 Sponsor Branding – on the section
                                                                                                        Sponsor Placement
  header and social postcards (daily                                                                      on the header
  based on the day’s Pujo schedule)

Additional Content Sections

Nirghanto
 Nirghanto means schedule in Bangla. Durga Puja is celebrated for 5 days and on each day there are
   several rituals performed by the priests and others who are associated with the Puja and devoted to
   Maa Durga. Nirghanto, in a way, is an official Pujo time-table helping people with the exact time for
   each ritual.

 Placement – on the home page

 Sponsor Branding – on the section header and social postcards (daily based on the day’s Pujo
  schedule)

                                                                                                    Sponsor
                                                                                                Placement on the
                                                                                                     header

Award-winning initiative

 Anandabazar Patrika, won its first International News Media Association (INMA) Award in the
  category of best brand awareness campaign for 'Ananda Utsav 2017'.

MAHISASUR PALA

Mahisasur Pala – Animated Video

 According to Hindu mythology, Mahisasur was a combination of both an Asura and a mahisha (water
  buffalo) with a trident. He intended to annihilate all the Devas since they were the arch-enemies of Asuras.
  The legend of Mahisasur is important in Hindu mythology since the goddess Durga was incarnated in order
  to slay him. This animated video is created each year with a new comical twist and at the end of the video
  Durga slays him to be revive next year.

 Brand Integration – Basis the client objective and communication objective, product/service usage
  integration within the video can be done along with logo branding. VO integration is not recommended to
  keep the integration subtle. Max 2-3 integrations of non-conflicting brands possible.

                        Video Links: Video 1 Video 2 (with brand integration reference)

Mahisasur Pala – Animated Video

Section Widget and Entry Point on the Home Page

                                                           Sponsors
                                                       Placement on the
                                                            header

AU Sponsorship Opportunities

 Presenting Sponsor: 1
 Co-Presenting Sponsor: 1
 Powered By: 1
 Associate Sponsor: 3-4
 Section Sponsor: 1 per section (exclusive)
 Contest Sponsorship
 Mahisasur Pala:
     Presenting Sponsor: 1
     Co-Presenting Sponsor: 1
     Powered By: 1

AU SPONSORSHIP DELIVERABLES

DIGITAL
 Sponsorship of Anandautsav microsite reflected through logo integration across the microsite, section
   landing pages, story pages etc.
 Special features and native articles on Home Page or in the relevant section (for section sponsors)
 Fixed spot banner on the microsite and pre-rolls on all videos on the AU page.
 Co-branded banners to run across anandabazar.com, ebela.in to promote the microsite, contests
 Bundled inventory to run Sponsor commercial banners and innovations
 Visibility on social posts through logo integration
 Customised page for sponsor product/service promotions
   (if needed, at additional cost)
• Custom Branding on Newsletters sent to anandabazar
   database (at additional cost)

*Logo integration in order of Sponsorship Hierarchy

AU SPONSORSHIP DELIVERABLES

OOH & On-Ground
 Gate Branding at select Pandals with exclusive space to
   showcase client products (subject to availability)
 The area will have customised branding and can also
   host activities for visitor engagement. Client
   representative can be present at each location to oversee.
 Hoardings at select locations promoting AnandaUtsav
 Bus branding

*Co-branded promotions, logo integration in order of Sponsorship
Hierarchy

AU SPONSORSHIP DELIVERABLES

Print & Radio
 2 print advts in Anandabazar Patrika (Kolkata edition) promoting the
   microsite with logo integrations of all the sponsors
 Radio Spots on Friends FM or any other top FM station for a 30-day
   period (with brand mention)
 Customised promotion for client activity can be clubbed in print and
   radio advts.

*Logo integration in order or Sponsorship Hierarchy

AU 2017 – ADVERTISING PARTNERS

MAHISASUR PALA SPONSORSHIP DELIVERABLES

 Logo branding in the integrated unit to appear in the beginning and at the
   end of the video.
 Brand integration within the video as per the brief
 Logo branding on the MP page on AU microsite where the video will be
   hosted.
 Logo branding in teaser promos as well as postcards to be shared in social
   media to build the hype on the video
 Logo branding on co-branded banners to promote the video
 Additional inventory for the sponsor (at additional cost)

*Logo integration in order or Sponsorship Hierarchy

ADDITIONAL SPONSORSHIP OPTIONS

Section/Contest Sponsorship
 Sponsorship of a particular content section on Anandautsav microsite reflected through logo
  integration on the microsite home page and section home page.
 1 native article spot (fixed on the section home page for min 2 weeks and on anandabazar home page
  for 3-4 days.
 Fixed spot banner on the relevant section and RoS banners across the microsite
 Additional inventory for co-branded banners to run across anandabazar.com to promote the section
 Bundled inventory to run Sponsor commercial banners
 Visibility on social posts through logo integration
 Customised page for sponsor product/service promotions (if needed, at additional cost)

BESTSELLERS WIDGET/ PRODUCT SHOWCASE

 An automated widget on anandabazar.com
  home page or U home page which updates
  users on the latest offers.

 The widget will be integrated within the
  page and users will be able to navigate
  within the widget for basis info of the
  product.

 On clicking More Details, users will be taken
  to the product shopping page on the brand
  portal.

            *Indicative placement and branding

Photo Gallery Integration

 A product promotion image inserted after every 4th image in the Utsober image gallery across topics

 The image can have custom message/info about the product and the price.

 There will be a buy or “click for more” link to take users to the product purchase page for the same.

 ABP has significant views on the photo gallery section and this can be a relevant, less-intrusive way of
  product promotion.

                             1           2             3            Advt.     4

                                       *Indicative placement and branding

Performance Metrix

 Average CTR - Regular banners/Sustenance : 0.1-0.2%
 Average CTR - Innovations/Impact Banners: upwards of 0.2%, can go as high as 1%
  depending on the creative and its content.
 Native Articles – Average PVs per article: 50-60 K
 Video Views: Average 1-2 Lacs over a period of 1-2 weeks, can go up as per the content
 Ad Positions:
   o Leaderboard/Header – Across Pages, 728*90 (desktop), 320*50 Mobile
   o RHS (Desktop, First Scroll) – Across Pages, 300*250
   o 300*250 on Mobile every 2 scrolls
   o Native Spot on Home page first and second scroll. Each campaign in placed for at
      least 3-4 days on the home page.
 Social:
   o Native articles and videos can be posted on Social pages of anandabazar.com with
      Branded Content mention
   o Social Reach of anandabazar.com - approx. 5.2 Mn on Facebook and 104 K on
      Twitter

RECENT CAMPAIGNS

Intromercial/ Site Take Over

Asian Paints - Page Push Down

With Nav Bar
 integration

Asian Paints – Native & Social

Junior Horlicks – Native & Social

Junior Horlicks – Native & Social

Datsun – Native & Social

Sonata Pujo App

 ABP was the exclusive content provider and partner for
  the app launch by Titan Sonata during Durga Puja
  2017. The app was one stop shop and to go place for
  users in and around Kolkata during Puja, to get any
  and all information about the festival, pandals to visit
  etc.
 The content on the app was created and provided by
  ABP team
 Top 300 pandals in Kolkata with location coordinates
  and a brief write-up on the top 25 Pandals.
 Metro time tables in Kolkata during Puja and Puja
  timings.
 Puja dressing guide for Men & Women
 Top eating places during Puja in Kolkata
 Puja gifting ideas & Top music/cultural events in the city
  during Puja

38% users from WB
                #1
         Bengali news                 57% from top metros
        website in terms
        of PVs and UVs                   82% from India

PVs     71.5 Mn            Year round events

                              AnandaUtsav
UVs    6.5 Mn                 Union Budget
                              Elections | IPL
                              Women’s Day
                            World Health Events
DAU      392k                       etc.

      GA data – Avg. MOM

Meet Our Audience

Beyond Hindi

                                                   After Hindi, Marathi and Bengali will
                                                   have the most number of Internet
                                                   Users by 2021. Bengali is also the
                                                   Second Most spoken language after
                                                   Hindi.

*Source: Google-KPMG report, 2017

Bengali Universe

                                 Bengali Community in               Bengali Community in
Bengali Community                   West Bengal*                         Kolkata*
  India* - 30 Mn+
                                       20 Mn+                             8-9 Mn+

                      Users accessing
                     General or Bengali
                    News over internet –          Users accessing
                       Not Known               Anandbazar.com – 4.5-5
                                                        Mn

                            *with internet access of any kind

May your Journey be as exciting as the Destination…

                      in advance