8-Week Integrated Campaign Strategy

Total Budget: ₹30 Lakhs | Distribution: BTL (45.7%) | ATL (24.4%) | Digital (23.4%)

Phase 1: Foundation & Community Building (Weeks 1-2)

Objective: Establish brand presence and strategic partnerships

Week 1: Stealth Preparation

• Campus market research and partnership development (₹75,000)
• DOOH installation in 15 premium college locations (₹200,000)
• Spotify/JioSaavn campaign setup with playlist integrations (₹100,000)
• Campus micro-influencer partnerships: 30 creators signed (₹80,000)

Week 2: Campus Invasion

• Money Trees installations in 10 strategic colleges (₹150,000)
• Instagram Reels campaign: "Show Me The Money" series (₹120,000)
• #CampusHustleChallenge UGC contest with ₹25K prize pool (₹50,000)

Phase 2: Awareness Amplification (Weeks 3-4)

Objective: Build brand recognition and community engagement

Week 3: Multi-Channel Expansion

• Peak-hour audio campaigns on streaming platforms / FM spots targeting youth (₹100,000)