SIMCatalyst Final French Toast Mafia

TEAMTEAM

FRENCH FRENCH TOAST MAFIATOAST MAFIA“ We will make you an offer,

you can’t refuse”

ONE LAST TIME

betterForworseor

CONCEPTCONCEPT • 7 recently

divorced couples

• Grand Prize of 40 lakhs cash and a car per partner

• Each couple must work together on specif ic task

• Tasks are based on the 7 DEADLY SINS

• 18 episodes, with 4 audit ion episodes,14 episodes, each week with a task based on a part icular sin.

• Couples who fai l to perform in the task are up for elimination, to be decided by public voting

TASKS LINED UP

Episode 1 – 4 AUDITIONS

The audience watches as couples who have registered for the show are interviewed. Their stories and backgrounds are shown.

Episode 5-6SIN : SLOTHCouple are given

uncomfortable chores to do in comfortable settings. Points are lost depending on breaks and time wasted. Bottom 3 are up for elimination.

Episode 7-8 SIN: WRATHCreating animosity

through asking couples to share opinions about each other and watch if they’re able to overcome this.

TASKS LINED UP

Episode 9-10SIN : GLUTTONY

For each pound gained by a couple over a week, they get Rs. 5000, provided both contribute to weight gain.

Episode 11-12 SIN : GREED

Money is at stake. If one partner loses, the other suffers.

Episode 13-14SIN : ENVYProviding different facilities to the other couples, thus, creating strong animosity amongst them.

Episode 15-16SIN : LUSTIndividual dates with supermodels. Who flirts and who doesn’t?Episode 17-18SIN : PRIDEWho bows down first?

TARGET GROUPAGE GROUP : 18 – 35 years

GEOGRAPHIC CHARACTERISTICS : Tier 1 and Tier 2 cities (A1 – B2)

College-going Students- Wakes up to check Whatsapp and

Social media- Mornings and afternoons spent

at college- Evenings spent at eateries, cafes

and pubs- Late evenings spent watching TV- Surfs the internet or spends time

on social media at night- Weekends are spent relaxing at

home or catching up with friends, shopping at malls

Working Professionals- Wakes up to check Whatsapp and

Social media- Spends major portion of weekday

at work- Arrives home late, spends time

watching tv and surfing the internet/social media

- Weekends are spent by waking up late and spending time with family/friends, shopping at malls

MEDIA CHANNEL :

…WHY?

TELEVISION• Highest exposure to the required

target group.• Mass Reach• National, local and niche coverage• Audio Visual impact

MEDIA VEHICLE :

CHANNEL [V]• Youth GEC• Utilize pre- prime time band 7-8pm,• Saturday, Sunday

TIME LINE

TELEVISION

Promos on Channel [V] during time slot 7-8 pm

and 9-10 pm

PRINT

Major newspapers in

Metros

DIGITAL CAMPAIGN

WebsiteTwitter

FacebookYouTube

OOHHoardings

(Near Malls, Popular Eateries, Highways, Tech

Parks)On Ground Activation

(in metros only at malls)

PR PlanObjectives

Creating a large fan base of the TG in the digital space particularly on Social networking sites.

Make “One Last Time” the most talked about show among the TG.

To generate TG attention/interest and awareness about the show and its launch through media placements and special events.

.

Key PR Tools

MEDIA ENGAGEMENT :– Press releases: Print and Digital releases in the month of

June.– Media Tours :In the last two weeks of June, prior to the

show telecast.– Online Promotion (behind-the-scenes on YouTube).

CONSUMER ENGAGEMENT :– Special Events: Divorcee Party in the metros, month of

June.– Digital involvement: Dedicated YouTube channel,

Facebook & Twitter contests, launched with the launch of the show.

– Developing website content.

Social Media – Teaser CampaignDuration : 1 week prior to launchTheme : The Perfect Ex- amplePlatforms : Twitter, Facebook, YouTube, Microsite, Application.Nature of posts- Interactive, contests, shared.

•Things my EX says•Stupid Break Up lines•The Knot•My Hate Story•10 things I hate about my Ex•The Undating Tips•Time to give all of this – One Last Time (Pre Launch Phase)

Platforms – The Perfect Ex- ample Campaign

Platform Content

Facebook Posts, Contests. Cross promotions, Link to Microsite/Application provided with posts,

Twitter Tweets, Influencer Tweets, Contests, Cross Promotions, Bitly Link to Microsite/Application provided. Follow 2 win activities.

YouTube Spoof Videos on couples, Teaser videos

Microsite Application, Spoof Videos, Twitter/Facebook feed.

•Countdown timer available on all platforms, to the day of launch•Posts will include link to online registration.

Digital Promotions & Post Launch

• Digital Promotions – Ads, Banners etc.• Post Launch Phase- Social Media platforms (Facebook,

Twitter)- Microsite Website- YouTube content

REVENUE MODEL

Posters, Hoardings and Billboards

Colleen ThomasNeha SharmaNelita DcunhaSimone FernandesBejamin ThomasRadhika Bakhai