I

AGENDA
1.
2.
3.
4.
5.

The Ask
The Brand
The Category
The Channel
The Content

01
THE ASK

The Ask
1. Build awareness and engage target audience by leveraging the
Centrum legacy and current day offerings.
2. Educate target audience by leveraging the expertise within the
Centrum team and services.
3. Sustain brand recall through a digital roadmap focused on diverse
push content.

02
THE CATEGORY

LETS GET TO KNOW OUR CONSUMERS

WHO THEY ARE

MILLENNIALS
18 - 33

GEN Y
34 - 45

WHAT THEY WANT

FACE VALUE
The family name has taken a back seat while the
individuals reputation takes center stage.

LIFESTYLE AMBITIONS
Uniqueness is celebrated. Standing out while blending in
the new mantra.

SELF SATISFACTION

PEER NETWORK

Millennials work for purpose. They take decisions that

allow them and their loved ones to gain fulfillment in
whatever they do.

Born broadcasters, they constantly seek to expand their

family of friends by sharing their lives and happenings
online.

MILLENNIALS

WHAT DEFINES THEM

-
-
-
-
-
-
-
-
-

Confident
Diverse
Driven
Empowered
Updated and on-trend.
Better educated.
Proud of their uniqueness.
Have high expectations.
Inherently digital but craving some offline
conversation.

GEN Y

WHAT DEFINES THEM

-
-
-
-
-
-
-

Ambitious
Tech savvy
Open minded
Hooked on social media
Entrepreneurial / self starter
Emotional decision maker
Connected to peer network.

Key Takeaways

1. The collective as consumers They are individualistic in their choices yet

constantly seek advice from peers and seniors.
2. The need for customized relevance They want knowledge delivered to
them while expecting it to be tailored to their interests and requirements.
3. Lifestyle ambitions As their individual networks grow, so do their
lifestyle ambitions and the aspirations that they race towards.

LEVERAGING THIS CURRENT

CONSUMER INSIGHT...

CENTRUM MUST
use content to resonate with each user on a personal level by

Targeting
the right people

Using
the right channels

Creating
the right content.

As weve already defined the audience we

want, lets now begin by defining the right
channels to reach them.

03
THE CHANNEL STRATEGY

TARGET AUDIENCE SCAN

MILLENNIALS
CORE SOCIAL
MEDIA
Facebook

EQUITY

LinkedIn

ADVOCACY

GEN Y

ENGAGEMENT
Twitter

Publishing

CONVERSATION

CREDIBILITY

AMPLIFICATION
Email

SMS

Publishing

SEM
EQUITY

WHAT WE DO
MILLENNIALS
Facebook

- Push content
- Brand & tactical
carry

LinkedIn

Employee
Engagement

Twitter

- Initiate &
sustain
conversation
- Put
information
inflow in
place

GEN Y
Publishing

Distribute
relevant content
keeping in mind
current topics and
audience profile.

Email

SMS

Publishing

SEM

Drive awareness of offerings and build

curiosity though offers, content and
information.

Now that we have identified relevant

channels, lets ensure we
deliver content that works just as hard.

04
THE CONTENT STRATEGY

Invest in the
little things.

Content Variety
A mix of different format options help take your content further.
Articles, Opinions

Listicles

Cinemagraphs, Infographics

Well-crafted, detailed pieces that

encourage public discourse and
conversation about a particular topic

We love information when it is

parcelled to us in easy to undersatnd
group. Listicles provide the easiest
gratification for a curious mind.
They are also a great way to get and
retain web traffic.

Visual relief is essential to maintain

content balance. Well made visual
content Infographics makes your takes
your content further by being both
appealing and memorable.

Videos

Presentations

Reports

When it comes to reach, video content

is still king. Videos allow the audience
to quickly connect with the brand and
satisfy both information and
entertainment needs.

Presentations allow us to break down

complex and often confusing data into
easily understanable chunks of
informattion.

Reports are perfect for the pure

information hound. Topical data can be
reasearched and presented in a clear
and comprehensive manner.

CONTENT PILLARS
We find our digital sweet spot with strategic content pillars that help us map areas of
expertise we want to own.

- Facts
- Quotes
- Leadership
- Achievements

- News
- Updates
- Simplifying
jargon
- Quizzes/Polls
- Tutorials

- Services
- Oers
- USPs

- Food
- Travel
- Fashion
- Technology
- People stories
- Problem solving

Lets talk money.

10 entrepreneurs who changed the

way we live today.

12 international getaways you can

take this weekend.

Use Facebook live to set up a session on everything

youve wanted to know about loans but didnt know
who to ask.

Who or what these Inspiring young billionaires credit

their success to.

Brands like AirBNB who are making travel

accommodations affordable everywhere,

NET WORTH
$52 BILLION

FINSPIRATION

LIFE HACKS

DO MORE GOOD

A 30 sec video series on how millennials are

actually spending / saving money.

Everyone loves a great food hack. Plus, who can

resist sharing secrets to delicious food?

CSR Activity - Partnering with Attero, a company

that collects and processes 1,000 metric tons of ewaste per month from 500 cities across India and
extracts precious metals from trash.

Top food hacks to

will make you a
master chef right
now.
Its my home, so I pay to
fix it.
#mymoneyandme

SOLUTIONS FOR TODAY

TRENDING NOW

NEWSWORTHY

Fintech platform, Finomena combines big data

and finance to determine the credit worthiness.

Set up 1min radio discussions in the 8-10am

time slot to discuss trending finance-related
topics.

Internal news and announcements on

products, services and noteworthy events.

Tune to FM 94.3 at 8am to weigh in on

whether bitcoin's blockchain technology
will make your neighborhood bank
obsolete
In India, barely 25 % of people
have a credit score.

THE PACKAGE USER TEST: A METHOD FOR

IMPROVING MEDICINES PACKAGING

Mr. Jaspal Bindra now leads the Centrum

Group as its Executive Chairman.

Native Advertising & Content Partnerships

Selecting a reputed editorial collaboration which is

premium and focused at the correct TA.
Content created and owned by Centrum and
expressed through both internal and external KOLs.
E.g. Executive chairman Mr. Jaspal Bindra discusses
3 Of The Biggest Youth Finance Trends of 2016

MEASURING SUCCESS

To ensure our strategy is effective and continue to align

ourselves with dynamic consumer behavior, measurement of
success is a must.

How we do this?
Before After Scan
Track and analyze movements in
key performance metrics across
digital.
e.g. Reach, Engagement Rate,
Sentiment Analysis, Traffic to
website.

CAMPAIGNS
& INNOVATIONS

CENTRUM CONNECT
A fingerprint-secured, personal finance app that
empowers people to take charge of their
finances on the go.

HOW IT WORKS?
1. Download and Register
2. One time adding of all finance (e.g. Mobile
phone billing, Mutual Funds, FDs, Loans,
Forex and more.)
3. With each addition, the app asks you to
confirm setting up a reminder and the
duration that you want it to run.
4. Based on a small quiz, they app recommends
and connects you to a 24x7 advisor.
5. Welcome to a one stop solution to your every
financial need.

Consumer Benefits

Help people take charge of all their finances by:

Integrating all their financial needs on one secure platform.

Send push notifications to remind them to pay premiums, installments and bills.
Facebook login to make it easy.
Fingerprint locked to make it secure.
eVisor - Get real-time, personalized advice on financial decisions, lifestyle costs
and market updates from your own 24x7 advisor.

Brand Benefits

Through this app, Centrum will become an indispensable financial tool and that
consumers will come to trust and rely on, thus owning a broader consumer
mindspace.

#SkysTheLimit
What would you do with a
million bucks?

Source:

With roughly 4,200

start-ups, eight of
which are valued at
over $1 billion,
Indias numbers are
now directly behind
that of the US and
UK.

HOW IT WORKS?
Some of the most memorable pitches have often been the shortest ones made in
the oddest of places. Having a fantastic 1-minute pitch means should the
opportunity arise, students will be prepared to give it their best shot.
- The next big idea can come from anywhere and with proper financial backing
and the right tools the #SkysTheLimit
- Keeping this in mind, Centrum will tie up with an IIM or any similar league of
educational institutions and run the campaign around the time of graduation.
- Student will be asked to enter a recording booth and record their 1 minute
business pitch.
- Centrum will then pick 1 winner for a grand prize of Rs 1 million.

Consumer Benefits
Gives fledgling start ups access to funds, marketing muscle and much a much needed
initial push.
Gives inexperienced new business owners access to expert advice and mentoring.
Brings new, innovative ideas to the current market.

Brand Benefits
A campaign like this one can add to Centrums bottom line while also increasing positive
customer sentiment towards the brand. Make no mistake people will recognize that
Centrum is making a difference and reward the brand with interest, investment and
loyalty.

DIGITISE INDIA

Shortening the gap between Indias youth

and the technology they crave.

HOW IT WORKS?
Millennials are connected, stay connected and expand their life, work and
entertainment networks through technology. Combine this insight with the fact that
generosity is both positive and contagious and you have a superb reason to Digitise
India.
Conduct a multi-channel campaign asking youth to tell us why they deserve that
one wished for item. This could be everything from an tablet to a gaming console.
To win, they also have to tell us how they will share their good fortune by passing on
the knowledge of how to use it to another person. For e.g. if someone is wishing for
a new smart phone, can they show one tech-challenged grand mother how to use
Instant Messaging to connect with her family.
5 winners are selected and the entire process is documented through various
channels.

Brand Benefits
Apart from business advantages a CSR driven campaign like this also help
build brand reputation and market leadership.

A modern day initiative that wants to change brand India will not only
improve brand visibility but also heighten consumer affinity towards the
brand.

While our applications and campaigns add value to our

consumers lives, our social platforms will sustain their
engagement with the brand online.

THANK YOU