1. Submitted by Team Name: Avengers Blessen Mathai |PGP2013-15 Sethu Baburaj |PGP2013-15 IIM Kashipur The Brand Challenge Increasing the viewership and relevance of Saffola life study

2. Challenges Reach and readability of Saffolalife study Dependence on media houses for publishing the findings Possible Solutions (in detail in the next few slides) Make the findings of the study look alarming for the people. This can be done by bombarding the findings in a number of locations, like on billboards, food-recipe blogs etc Develop a free downloadable mobile application to calculate the heart age Connect with food recipe blogs to rate the health index of popular dishes, one way of engaging with the foodies Packaging of Saffola products (oils, oats, muesli, salt) should mention about the Heart Age Finder Test Install Saffola ‘HeartSmart’ kiosks in public places like private hospitals, airports, important railway stations, metro stations, private hospitals, malls Awareness camps should be conducted in IT cos like Infosys, Accenture etc. Such practices are always welcomed in these cos which employ young adults in large numbers

3. Men who skip breakfast are 27% more likely to experience heart attack !! Did you take your breakfast? Display one-liner billboards at major locations/airports in the 7 metros Targets office going employees travelling through major highways Place before IT-SEZ in major cities which employs our target group (SEC A,B) in good numbers Post health facts on these billboards which are currently being posted on ‘saffola life’ facebook page like: ‘drinking lemon water in the morning has lot of benefits’ ‘swimming is a great work out’ ‘more than 70% of Indians at CVD risk’ [Guerrilla Marketing] Start caring for your heart, right now! Try the Saffola Heart Age Finder Check www.saffolalife.com or download our mobile app One-liner billboards Mention the addresses(URLs) of saffola website, facebook link, mobile app download on these billboards

4. There are a number of start-up blogs or social networks where foodies connect (like Cucumbertown – an online social network for foods and chefs) Enter into partnerships with them to rate the health index of a particular dish to be had as breakfast, lunch or dinner (Saffola DIL rating, eg shown) This will encourage the chefs to cook and post healthy dishes This gives the blogs some much required accreditation and Marico, a medium to spread the message Connect with food recipe blogs Source: dishes from Cucumbertown.com The platform can also be used to share the findings of the study by providing the link to our website, www.saffolalife.com Saffola DIL rating

5. Saffola HeartSmart kiosks Credits: Olea kiosks Saffola heart age finder kiosks can be placed in locations like: private hospitals, airports, metro stations, malls These kiosks should be attractive to catch people’s attention (like kiosks in the shape of hearts) Pamphlets with our life study findings should be placed in these kiosks Saffola HeartSmart kiosks Credits: Marlboro kiosks design

6. Saffola YoungHeart mobile app A free downloadable mobile app is the simplest medium to provide access to the heart age finder tool to a large number of people Can be used by people on the go, like while travelling to office A particular offer for downloading the app can be awarded like: if you download the Heart Age Finder mobile app, you get a Rs 100 discount on your next checkup with the doctor of a registered hospital Saffola

7. Saffola smart packaging Saffola packaging is presently not talking of the heart age finder tool or regarding the life study findings Small facts from our findings can be displayed on the packaging (in the form of health tips: eg – obesity and low cholesterol poses your heart at risk) A pamphlet or booklet highlighting the findings can be provided with the bigger packs; restrict the number of pages to 4 with only the key results; should be an attractive booklet Mentioning about the heart age finder tool and findings can be extended to other products of Saffola like oats, muesli Mention about the heart age finder mobile app Saffola Saffola Lifestudy Findings 2013 Attractive pamphlet/booklet in a heart shape. Stick this to the back side of packaging

8. Guerrilla Marketing Metro trains can have handles in the form of hearts, with posters of heart age finder test and surprising facts from the lifestudy findings being displayed inside the metros. (Delhi and Bangalore metros) Supermarkets like Big Bazaar should have special display in the form of hearts to attract the attention of customers. This will intrigue the customers to know the details of the offer. Posters should mention the details of the heart age finder tool.

9. Thank You