Into the hearts of rural

Market overview- economic trends in rural

1994-95 H UM
1.6%

2000-01
3.4%

2006-07 H UM
5.8%

2.7%

4.5%

5.6%

M LM

8.3%

12%

M LM

18.3%

26%

39.5%

46.2%

61.4%

40.6%

24.2%

Source: Group M/NRS 2003/4

TV reach in mln

States Bihar + Jharkhand Madhya Pradesh + Chattisgarh Maharashtra Orissa Rajasthan Uttar Pradesh + Uttaranchal West Bengal

Total HHs 19.23 14.32 13.93 7.98 8.82 25.63 13.29

Total TV HHs 2.57 4.07 5.82 1.74 2.46 7.11 3.42

TV Reach 13% 30% 42% 22% 28% 41% 26%

IRS 2006 R1 HH panel data

Poor TV reach in below < 1 lac pop strata

Lifebuoy Shower

Lifebuoy Shower

The rural consumer is simple not a simpleton, less educated but has lots of commonsense

Like us she is cynical of advertising and doesnt have time for or 100% trust in it

She is not purely rational... Brands can be sold to her on emotional platformsjust like us

She has dreams and hopes for a better life just like us

Deliver her the brand EXPERIENCE

EMPOWER her

INSPIRE her

By USING / CREATING the RIGHT media mix

Lifebuoy: Making invisible germs visible

Fair & Lovely: Brand Challenge & Application Demo

Empowerment

Fair & Lovely: Brand ambassador program & talent contest

Mother-Daughter Day

Inspiration

Inspiring tribal youth to pursue career in sports

Deliver her the brand EXPERIENCE

EMPOWER her

INSPIRE her

By USING / CREATING the RIGHT media mix

We need to work harder to engage her to influence purchase behavior and drive consumption

Thank you