FAIR & LOVELY

Click to edit Master subtitle style MAXFairness For MEN

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HELIUM

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Helium is a BTL agency, with an experience of 10 years Initially when Helium started off, it had a team fo 8 10 people working, with one office in Khi Our Head Office is in Karachi, and regional offices located in Lahore & Islamabad We operate in a total of 30 Cities, with a strength of 450 employees Our major clients are Unilever, Pepsi Co & Shell

UNILEVER

Unilever is a British-Dutchmultinational corporationthat owns many of the world'sconsumer productbrandsin foods, beverages,cleaning agentsandpersonal care products. One of the world's most successful consumer goods company. In fact, 150 million times a day, someone somewhere chooses a Unilever product. The brands fall almost entirely into two categories:

Food and Beverages Home and Personal Care.

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Categories
Food

Brands Blue Band Knorr Lipton Walls Rafhan Supre me Flora

Home

Personal

Care Rin Comfor t Surf Excel

Care Lux Fair & Lovely Dove Ponds Sunsilk Clear

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Unilever Brands
W all s Wh eel Po nd s A1 Supre me Clos e up Pe arl Du st Raf han

Rex ona

UNILEV ER

DOV E Lipt on Life buo y Suns ilk

LUX Kn orr

TRAININ G
FAL

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General Trade Sports and recreational facitilities Mohalla gatherings

Fair & Lovely maxfairness BIKER BOYZ

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To make men feel confident after using MaxFairness openly and be proud of their healthy skin.

objective
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Target Group

LSM 5-7, Age 16-25, Male Men who want to look and feel good.

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What we want them to think

They should feel more confident after using MaxFairness. They should be proud of using Maxfairness openly. They should feel proud of being conscious of their skin health.

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Colleges

Cricket ground s marke ts Collegia te

Saloons

Mohalla gatherin gs

Touch points

Malls

gyms

Chai walas

Gaming zones

snooker s

Car accesso ry markets

Mobile malls

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300 interceptions and samples per BA per day

KPIS
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Product Details

VARIANT:

One Variant: Fair & Lovely MAXFairness for Men

SKUs:

10 ml (Big Nose) 25 ml (Tube)

PRICES:
10 4/27/12

ml (Big Nose) : Rs. 15

Fairmens Greys

Market competitors
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Product Benefits

Fair & Lovely - Worlds leading fairness expert, nowintroduces MAXFairness for Men. This is a face cream specially made for tough male skin. It has 3 benefits:

Sun Protection through triple sunscreen/UV protection Spot Reduction Skin Lightening.

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Male skin care problems stem from exposure to sun, pollution and frequent shaving. MAXFairness can be used to protect the face from the effects of all these issues. Skin Care is a part of grooming and it ensure good looks as well as confidence.

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Activity Procedure
Team composed of 3 bikers and 5 BA(s) in a transport-vehicle BA and Biker both have strong masculine physical appearance Groomed, and confident about using max fairness Pitch easy and simple way to improve looks

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BA Pitch

The BA will deliver this pitch when he intercepts the customer:

Greeting Short pitch to be provided by brand

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Activation Locations
Sr# 1 2 3 4 5 6 7 9 10 City Karachi Hyderabad Lahore Faisalabad Multan Rawalpindi Jhelum Sukkur Nawabshah

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Activity Duration: 30 Days

Multiple teams for each city visiting touch-points in various localities

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Activation Schedule

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Mechanics

Activity Duration: 30 Days

Teams will move in various localities with bikes and Transport Vehicles Visit colleges, sport-grounds, markets, coaching centers etc and distribute samples

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Activity flow

Pre defined route plans and touchpoints identified by research team Bikers and BA(s) visit touch points, intercept and distribute free samples
Educates the customer about the benefits of the product.

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Locations
1. 2. 3. 4. 5. 6. 7. 8. 9.

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Karachi Hyderabad Nawabshah Sukkur Lahore Faisalabad Multan Bahawalpur Rawalpindi

2:00 PM Till 10:00 PM Break timings: 4:30 till 5:00 pm 7:30 8:00 pm

ACTIVITY TIMINGS

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Uniform

The BAs will be given a macho masculine look. They Biker will be wearing a branded bikers jacket over a white crew-neck T-shirt, and blue jeans. 4/27/12

Supervisors Role

Supervisor:

To ensure BA is meeting his target and intercepting right TG To ensure team is always on time Overall ensure smooth flow of activity Ensure Safe driving standards are followed by all bikers All riders follow traffic safety Ensure BAs accuracy of pitch

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DOs & Donts

Dos

Good hygiene, perfumed, hair neatly made Ironed, clean clothes Go towards a corner and answer emergency phone calls only Clear speech while delivering the pitch to consumers

Donts
NO chewing gum, smoking Do not eat or drink during interaction with consumers Avoid unnecessary chit chatting Dont forget at any point that you are representing a prestigious organization Unilever No careless driving Stop at all signal lights 4/27/12 Follow road safety instruction

Contd..

It is essential for the teams to be punctual. All teams to be present at the spot at least 20 minutes before the start of the activation. Brand Ambassadors are required to be polite and courteous towards the customers If any Brand Ambassador is caught

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Requirements

It will be essential to be: Active, Punctual and Enthusiastic Show courtesy, and be polite to the consumers Answer any queries that consumers have pertaining to the activity or the Brand Be confident, fluent and clear while delivering the pitch to the TG

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Team
City

Channel
BA
1 1 1 1 Hyperstar Metro DHA Metro Thokar Makro Model Town Makro Ravi Road Metro 1 1 1 1 1 1 Metro Makro Saddar Makro Star Gate Makro Site

Team
Helper Supervisor
1 1 1 1 1 1 1 1 1 1 1 1

Karachi

1 1 1 1

Lahore

Islamabad Faisalaba d 4/27/12

Metro

Safety Rules
Must carry company I.D card which has emergency contact ( Company contact, hospital/police station/fire brigade) Contact the supervisor in case of any catastrophic situation in the city Induction form must be filled by every resource working in the activation Ensure that all Plugs and wires in safe condition Immediately report an incident, verbally and in writing that occurs , to the floor manager providing complete details and extent of loss or damage While working ensure personal safety and of others as well as of property material or belonging 4/27/12

Requirements

It will be essential to be: Active, Punctual and Enthusiastic Show courtesy, and be polite to the consumers Answer any queries that consumers have pertaining to the activity or the Brand Be confident, fluent and clear while delivering the pitch to the TG

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Safety comes first

Remember!!! Safety and security of yourself and people around you comes first Highly important:

Unilever considers the safety and security of its people prior to anything Unilever focuses on delivering a safe and healthy life style and working environment

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Emergency Plan

Ensure that the Fire Extinguisher and First Aid Kit is at the activity Emergency Evacuation Plan to be discussed Team members to follow the evacuation plan in emergency situations

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Vehicles

All vehicles used in the activity should be thoroughly inspected . First Aid Kit and Fire Extinguisher should always be present in the vehicle Driver & all passengers should always wear the seat belt while driving No cell phones while driving Transportation vehicles to be parked 1 km away from the activity place near an open road Emergency evacuation procedures to be followed incase of an emergency
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Bikers

All Bikers wear safety helmets Rash driving will not be tolerated and result in immediate dismissal Driver & all passengers should always wear the seat belt while driving No cell phones while driving Transportation vehicles to be parked 1 km away from the activity place near an open road Emergency evacuation procedures to be followed incase of an emergency

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Contd..

Take a walk around your vehicle.

Windows clean? Lights/signals clean & working. Tires properly inflated / tread wear. Fluid leaks on the ground. Plates current??? Adjust your seat and fasten seat belt Check and adjust all Mirrors Adjust your Headrest Assure doors fully closed and secured Scan the gauges Check windows/windshield

Inside the car:

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Emergency Numbers

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Fire Extinguisher

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Ready to Use

Empty

Expired

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Evacuation Plan

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First Aid Kit Box

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Safety Signs

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Thank You

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