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    Balbir Pasha

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    RheaPradhan
    PSI India should conduct a mass media campaign to generate awareness of HIV/AIDS. A mass campaign would widely spread information about HIV/AIDS to the target group of people who work at ports across different cities. It would help destigmatize HIV/AIDS and encourage open communication about the issue. The campaign proposed by Lowe Lintas, featuring the fictional character Balbir Pasha, is a good option as it uses casual conversations that would be relatable to the target male demographic aged 18-34. The budget for a three month campaign should allocate most funds to print media, with additional allocation to television, billboards, and production costs, totaling approximately $1 million.

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    Balbir Pasha

    Uploaded by

    RheaPradhan
    92 views2 pages
    PSI India should conduct a mass media campaign to generate awareness of HIV/AIDS. A mass campaign would widely spread information about HIV/AIDS to the target group of people who work at ports across different cities. It would help destigmatize HIV/AIDS and encourage open communication about the issue. The campaign proposed by Lowe Lintas, featuring the fictional character Balbir Pasha, is a good option as it uses casual conversations that would be relatable to the target male demographic aged 18-34. The budget for a three month campaign should allocate most funds to print media, with additional allocation to television, billboards, and production costs, totaling approximately $1 million.

    Original Description:

    Kya Balbir Pasha ko AIDS hoga? Marketing case analysis

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    PSI India should conduct a mass media campaign to generate awareness of HIV/AIDS. A mass campaign would widely spread information about HIV/AIDS to the target group of people who work at ports across different cities. It would help destigmatize HIV/AIDS and encourage open communication about the issue. The campaign proposed by Lowe Lintas, featuring the fictional character Balbir Pasha, is a good option as it uses casual conversations that would be relatable to the target male demographic aged 18-34. The budget for a three month campaign should allocate most funds to print media, with additional allocation to television, billboards, and production costs, totaling approximately $1 million.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    92 views2 pages

    Balbir Pasha

    Uploaded by

    RheaPradhan
    PSI India should conduct a mass media campaign to generate awareness of HIV/AIDS. A mass campaign would widely spread information about HIV/AIDS to the target group of people who work at ports across different cities. It would help destigmatize HIV/AIDS and encourage open communication about the issue. The campaign proposed by Lowe Lintas, featuring the fictional character Balbir Pasha, is a good option as it uses casual conversations that would be relatable to the target male demographic aged 18-34. The budget for a three month campaign should allocate most funds to print media, with additional allocation to television, billboards, and production costs, totaling approximately $1 million.

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    1) Should PSI India go for a mass media campaign in its fight against

    AIDS? Why?
    Yes, PSI India should go for a mass media campaign. There are many
    advantages to be considered.
    - More widespread impact of the issue and thus HIV/AIDS becomes
    more widely known, awareness increases, making it easier to talk
    and discuss the issue of HIV/AIDS.
    - Since the original target group was people who routine at ports, it
    was difficult to access all of them personally, as they were too
    widespread across the city. Thus, a mass marketing campaign would
    reach all of them.
    - This expansive ad would reach out to everyone, irrespective of their
    age, religion etc.. Thus, it would help in destigmatizing the public
    and thus encourage easy communication.
    - This campaign would also help inform people and clarify their
    misconceptions about how HIV is transmitted and would warn
    people who don’t indulge in unsafe sex as well.

    2) Is the concept proposed by Lowe Lintas a fictional character named


    Balbir Pasha better for generating AIDS awareness for highlighting
    particular barriers for condom use in the target population (male
    migrant workers between 18-34)?
    - Yes, it is a good option, as this character is a male of the age group
    18-24yrs. Also, the ads planned are in the form of casual
    conversations, so that it’s easily relatable and associate able. In
    addition to this, the ad is built to increase communication, so that
    that people spread motivation, and the social taboo regarding
    HIV/AIDS and sexual intercourse would come down.
    - Monkey see monkey do. We tend to do what we see happening, and
    then do it yourself. Thus, watching Balbir make mistakes/life
    decisions, people will follow the right decision too.

    3) Assuming the mass media campaign is approved how should the ad


    budget be allocated between the different media? (assume a
    campaign that runs for three months) you can watch?
    There are various media which need to be used for connecting with the
    people. As port side workers, they do not have access to TVs
    everywhere. Thus, print media would be most helpful. Other forms of
    media would help ensure a thorough decision and spread of awareness.
    Cost per No. of unit in 3
    Cost ($) unit months
    Production
    Cost 125000 - -
    TV 270000 300 900
    Newspaper 135000 500 270
    Billboards 396000 1200 330
    Total 926000
    Which rounds up to 1 million in three months, the allotted budget for this
    duration {(20*3)/(5*12)}.

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