Campaign Proposal · Prepared for Mr. Venkatesh, First Pearl

InfinityWhere the Ocean
Meets the Stars

An ad campaign to make First Pearl's New Year's Eve the most sought-after night in Bengaluru.

31 December 20266 PM – 1 AMOpen Air · Bengaluru1,000 Guests
--Days
--Hours
--Minutes
--Seconds
01 · The Big Idea

Bengaluru's elite don't need another party. They need a night without the New Year's problems.

Every December the same frustrations come back: gridlocked roads, surge-priced cabs, packed pubs, surprise bar bills, worries about safety, and the drive home after midnight. Most NYE ads sell louder music. We sell relief, then wonder.

“A pearl is the one jewel the sea makes in secret. On 31 December, we reveal it, under an open sky, to a thousand guests.”

The campaign builds on the client's own themes: Mermaid Vintage Aqua décor, the Infinity name and the open night sky. Together they become one memorable world, Where the Ocean Meets the Stars. Each pass is positioned as a pearl: rare, limited and worth owning.

EffortlessChauffeured, all-inclusive and served to you, with a room upstairs.
ProtectedVerified entry, trained security, wristband access.
UnforgettableFire, Chenda, violin, DJ, fireworks and an underwater palace.
Hero key visual: Where the Ocean Meets the Stars
1,000

Guests, fewer than one Bengaluru pub crawl. Scarcity becomes the main message.

60

Gourmet dishes, and 25 pours including fresh craft brews. One price, no bar bill.

7

Hours of live spectacle, from 6 PM to 1 AM, with the countdown under an open sky.

₹0

For children up to 10. The only premium NYE in the city that welcomes the whole family.

02 · Who We're Talking To

Five elite circles. Five private frustrations.

Instead of one broad "party crowd", every ad, targeting setting and pass is matched to a specific affluent segment of Bengaluru, each with its own reason to say yes.

I

The Founder & CXO Circle

Tech founders, VPs and leaders in Whitefield, Koramangala and UB City
Pain
“I owe my team a celebration and I have no time to plan one.”
Promise
A turnkey group night, with 10 guests on a single invoice.
Diamond Group · ₹99,999
II

The Power Couple

Dual-income professionals, 28–45, who value experiences over things
Pain
“Last year's midnight was a crowded pub and a 90-minute cab wait.”
Promise
A midnight kiss under fireworks, then a room upstairs.
Diamond Couple · ₹14,999
III

The Girls' Night Circle

Groups of women friends, 24–40, professionals and socialites
Pain
“We want to dance freely without feeling unsafe or being hassled.”
Promise
Verified entry, visible security and service at the table.
Platinum Women · ₹6,499
IV

The Elite Family

Affluent parents with young children in gated communities
Pain
“Every premium NYE party is adults-only, so one of us stays home.”
Promise
Kids under 10 free, a photo-booth memory and an early fireworks view.
Diamond / Platinum + Kids Free
V

The Homecoming NRI

Bengalureans home for the holidays and well-off out-of-town visitors
Pain
“We're here for two weeks and have no idea which party is actually good.”
Promise
One curated, sold-out-feeling gala with transport and stay sorted.
Diamond + Room + Chauffeur
03 · Pain → Promise

Every ad solves one real problem.

This is the core of the strategy. Each frustration below comes from a familiar Bengaluru NYE story, and each answer is a feature already in First Pearl's offer. The creative turns each one into an ad headline.

i
The pain

Gridlock, surge pricing & drink-driving checks

MG Road at midnight. A ₹1,800 cab, if you can find one.

→
Our answer

Chauffeured pickup & drop

Pre-booked door-to-door transfers, bundled as a premium add-on.

“Leave the Gridlock to 2026.”
ii
The pain

Feeling unsafe in an overcrowded crowd

Especially for women and families on the city's busiest night.

→
Our answer

Security-first, verified venue

Trained bouncers, frisking, ID checks, wristband entry and no re-entry.

“Celebrate Freely. We'll Keep Watch.”
iii
The pain

Hidden bills & three-deep bar queues

A “₹5,000 cover” that becomes ₹15,000 by midnight.

→
Our answer

Truly all-inclusive, served

60 dishes, 25 pours with craft beer and table service on Diamond & Platinum.

“One Pass. Zero Bills.”
iv
The pain

The late drive home

The night ends at 1 AM, and so does good judgement.

→
Our answer

On-site rooms

Pre-bookable stays for pass holders, sold as limited inventory.

“Don't Drive Home. Wake Up Here.”
v
The pain

Same club, same DJ, every year

Nothing to remember and nothing worth posting.

→
Our answer

A full-scale spectacle

Fire show, Chenda, violin, DJ, fireworks, photo booths and immersive décor.

“Not a Party. A Spectacle.”
vi
The pain

Planning the team's year-end party

Venues, vendors, invoices and RSVPs for a busy executive.

→
Our answer

Group passes, one invoice

10-guest Diamond and Platinum bundles with a dedicated concierge.

“Reward the Team That Made 2026.”
vii
The pain

Families left out of luxury nights

Premium venues turn children away, so one parent stays home.

→
Our answer

Kids up to 10 enter free

A safe, open-air setting the whole family can enjoy.

“Bring the Little Ones. They're on Us.”
04 · The Creative Suite

Twelve ads. One unmistakable world.

Every ad shares the same visual language of midnight ocean, iridescent pearl and champagne gold, so the brand is recognisable in a single scroll. Each one targets one segment, solves one pain and ends with one clear call to action. Tap any ad to view it full size.

05 · Choose Your Pearl

Five passes. Two campaign tracks.

To protect the luxury image, premium and value passes should never appear in the same ad. Paid media leads with Diamond and Platinum. Gold, Silver and Bronze sell through ticketing platforms and retargeting, so the brand keeps its prestige while the venue still fills.

The Prestige Track · Diamond & Platinum

Invite-style creative, a WhatsApp concierge, corporate outreach and influencer seeding. Messaging covers service, rooms, chauffeurs and exclusivity. This track carries about 75% of the media budget.

The Celebration Track · Gold, Silver & Bronze

Ticketing platform listings, retargeting audiences and short "spectacle" Reels. Messaging covers the experience and value. It also adds scale and crowd energy on the night.

Every pass includes a keepsake for each guest, entry to the three-prize cash lucky draw, and free entry for children up to 10. Pickup & drop and rooms are pre-booked add-ons. Prices are taken from the client brief.

06 · Where the Pearls Will Be Seen

Media built for affluence, not reach.

Targeting is tight: high-income Bengaluru pincodes, premium device users, frequent international travellers, luxury-brand followers and company-level lists on LinkedIn. Fewer impressions, all of them to the right people.

Instagram & Facebook35%

Reels, Stories and feed ads, by persona, with lookalikes from past luxury buyers

Google Search & PMax20%

Captures high-intent searches like “new year party Bangalore 2027” and “NYE family event”

Creators & Influencers15%

8–12 Bengaluru lifestyle and luxury creators get a private preview of the décor

LinkedIn10%

Group passes, targeted at HR heads, founders and CXOs in tech parks

YouTube8%

A 15-second spectacle film, pre-roll on lifestyle content in Bengaluru

WhatsApp Concierge & CRM7%

One-to-one booking, abandoned-cart reminders and the final countdown

Private Invites & Premium OOH5%

Printed pearl invitations to elite clubs and premium residential communities

Persona-matched creative

Each segment sees only the ad that solves its pain. CXOs never see the family ad, and couples never see group pricing.

The Pearl Invitation

A wax-sealed printed invite with a real pearl-finish charm, hand-delivered to around 300 top prospects and posted on Instagram by the recipients.

Founding Pearl early access

The first 100 Diamond buyers get a reserved lounge table and a midnight toast. This creates early urgency without discounting.

Retarget, then reassure

People who visited but didn't buy see the safety, chauffeur and “zero bills” ads in turn, answering the objection that stopped them.

Real scarcity

A live “pearls remaining” counter on the landing page and in Stories. Honest numbers create real urgency.

07 · The Campaign Arc

From a whisper to a countdown.

The campaign runs in five phases over 12 weeks, from first teaser to the final pass.

15 Oct – 5 Nov

The Whisper

Mystery teasers of the shell, pearl and sea, plus the waitlist and private invitations.

  • Teaser Reels
  • Waitlist landing page
  • Pearl Invitations sent
6 – 20 Nov

The Reveal

The full world and line-up are revealed, and the Founding Pearl early access opens.

  • Hero key visual
  • Creator preview night
  • Group passes on LinkedIn
21 Nov – 10 Dec

The Promise

Pain-point ads run in rotation, each persona seeing the ad that answers its frustration.

  • Chauffeur · Safety · Zero Bills
  • Couples · Family · Stay
  • Search at full strength
11 – 24 Dec

The Rush

Scarcity messaging and a live counter, with group passes pushed before office holidays.

  • “1,000 Pearls” Stories
  • Retargeting sequences
  • WhatsApp concierge
25 – 31 Dec

The Last Pearls

The countdown takes over and the final passes are released in limited drops.

  • “Your 2027 Begins at Midnight”
  • Daily countdown Stories
  • Event-night live content
08 · Our Recommendations

Small upgrades that back up the luxury promise.

An elite audience checks the details. These changes to the offer would help the event deliver everything the campaign promises, and give us stronger material for the ads.

01

A Diamond Reserve Bar

Add single malts, a premium gin and a midnight sparkling-wine toast to Diamond. This gives the top tier a clear reason to cost more.

02

A Craft Mocktail Bar

Swap packaged soft drinks for a mixologist-led mocktail bar for non-drinkers and families, in keeping with the "aqua" theme.

03

A Dress Code: Aqua & Pearl Black Tie

A dress code makes the night feel exclusive and gives guests something to plan. It also produces strong user-generated content.

04

A Priority Entry Lane

Diamond and Platinum guests skip the 30-minute security queue through a separate, fully screened lane.

05

“Passes”, not “Coupons”

Retire the word “coupon” in all communication, and update the COVID-era wording in the terms and conditions.

06

The Keepsake Pearl

Make the keepsake a branded pearl-finish charm, so the gift itself reminds guests of the campaign.

09 · Investment

Our fees, clearly laid out.

Professional fees for both deliverables, in Indian rupees.

Deliverable 01

The Ad Campaign

Campaign strategy & creative conceptAudience, messaging, the "Infinity" world₹75,000
Creative suite12 master ads, adaptations to all formats, copywriting₹1,20,000
Campaign management15 Oct – 31 Dec · set-up, optimisation, weekly reporting₹1,25,000
Influencer coordinationShortlisting, briefing, preview night (creator fees extra)₹50,000
Subtotal₹3,70,000
Deliverable 02

The Landing Page

Design & developmentResponsive booking page, pass selector, menu, FAQ, analytics & ad pixels₹1,40,000
Payment & ticketing integrationGateway, e-pass by email and WhatsApp₹35,000
Hosting & supportThrough 31 January 2027₹15,000
Subtotal₹1,90,000
Ad campaign₹3,70,000
Landing page₹1,90,000
Total professional fees₹5,60,000
GST @ 18%₹1,00,800
Total investment₹6,60,800Inclusive of GST
Not included
  • Paid media spend, billed at actuals and paid directly to platforms
  • Influencer and creator fees
  • Printing and delivery of physical invitations
  • Payment-gateway and ticketing-platform transaction charges
  • Video production, if a live-action film is commissioned
Payment schedule
  • 50% on approval, to begin work immediately
  • 50% when the landing page goes live
  • Fees are valid for 15 days from the date of this proposal
10 · Next Steps

One night. One thousand pearls. Let's make it unforgettable.

The campaign and the landing page work as one: every ad leads guests to the page where they book.

Ready · For Approval

The Ad Campaign

This strategy and the 12-ad creative suite, ready to adapt into every format and to launch on 15 October.

Ready · Preview

The Landing Page

The guest-facing booking page: the night, the feast, all five passes, add-ons and a booking flow.

Open the landing page →

Approve the Campaign