B

NATURAL
MEDIA APPROACH. FY 2023-24.
THE BRANDS AND THE
BRIEF

Tetra Pack PET Bottle

Business Objective MS of 12.1% in FY 23-34(MAT). 240 over MS of 1% FY 22-23 in Juices and Nectars
category 1900 Cr

Increase Spont Awareness resulting in Trials.

Reduce Aware Non Triers. Increase L3M and Sharp targeted R&F
Media Objective L1M consumed . Increase MOUB

P1: M, 18-44, NCCS AB

P1: F, 22-40, NCCS AB
Target Audience P2: M, 22-40, NCCS AB

P1: Delhi, Punjab, Maharashtra, P1: Delhi, Chandigarh, Mumbai, Pune,

Markets UP, P2: Hyderabad, Bangalore, Chennai,
P2: AP, Karnataka, TN, Assam&NE, Ernakulam, Kolkatta, Ahmedabad
Kerala Target younger TG, Social platforms a
must, OTT, City Level Plans
Statewise Goals, TV+, Region specific approach,
Direction Impact inclusion, Focus on GEC 1
THE
CATEGORY
 READY TO DRINK FRUIT JUICES WITH MIDDLING PENETRATION- SCOPE
TO GROW AS DEMAND INCREASES

READY TO DRINK FRUIT JUICES WITH A PENETRATION OF 14.1%. STILL LOWER THAN
COLAS AND OTHER SOFT DRINKS

Juice is set to see an off-

trade current value CAGR
of 18% and a volume
CAGR of 10% to stand at
INR 510.8 billion and 4.0
billion litres in 2026

Euromonitor – Jices in India Feb 2022

TGI 2021
WHO DO WE TALK
TO?
GROWTH AUDIENCES
AND MARKETS
 JUICE CATEGORY GROWTH TRIGGERED BY HEALTH AND CONVENIENCE

Pandemic Brands have taken

Growth in Juice accelerated health note and
driven by awareness with competition is also
convenience- juice perceived as focusing on
centred around its healthier than immunity benefits,
easy availability other soft drinks, fortified juice, 100%
and consumption particularly juice and new
carbonates healthy flavours

Euromonitor- Juices in India 2022- FEb

THE APPROACH

Identifying the High Value Audiences or Growth Audiences

among the core TG of Mothers- F, 25-45, NCCS ABC

Built MECE segments on TGI 2021 to identify difference in

attitudes of mothers towards Health and Convenience

A set of nearly 30 statements put into a Clustering

Exercise to
determine differences.
THE COHORTS
IDENTIFIED

Modern Health
Bindaas Mom Convenience Seeking Traditional Health
Conscious Mom
Mom Conscious
19% 26% 28% 26%

Happy Go Lucky. Diet Conscious Often buys packaged food Only the healthiest of
Health Conscious food for her.
Does not believe in Open to new dishes and
over monitoring Watches what she experiences Does not like
eats packaged food.
Exercises Not an exercise freak or trying
to lose weight

Juice Penetration: 10 % Juice Penetration: 16 % Juice Penetration: 15 %

Juice Penetration: 17 %
OUR FOCUS –HEALTH SEEKING
MOMS

Modern Health
Bindaas Mom Convenience Seeking Traditional Health
Conscious Mom
Mom Conscious
19% 26% 28% 26%

Happy Go Lucky. Diet Conscious Often buys packaged food Only the healthiest of
Health Conscious food for her.
Does not believe in Open to new dishes and
over monitoring Watches what she experiences Does not like
eats packaged food.
Exercises Not an exercise freak or trying
to lose weight

Juice Penetration: 10 % Juice Penetration: 16 % Juice Penetration: 15 %

Juice Penetration: 17 %
PRIORITIZE MOTHERS IN NCCS AB

JUICE CONSUMPTION BEHAVIOR EQUAL BETWEEN BOTH GENDERS WITH FEMALES

HIGH PROCILIVITY FROM NCCS AB
SLIGHTLY OVER INDEXED. PARENTS DEPICT A HIGHER PURCHASE INTENT
NCCS BREAKUP
GENDER BREAKUP HOUSEHOLD COMPOSITION
53% 110
45 128 140 45% 140

108 40% 128

52% 105 40 120
110 120
35 98 35%
51% 100
100 87 94 100
30 30%
50% 80 82
25 25% 80
95
49% 20 60 20% 60
92 90 15
48% 15%
40 40
10 10%
47% 85
20 20
5 5%
48% 52% 42 36 19 3
39% 31% 30%
46% 80 0 0
0% 0
Males Females None 1 2 3+
NCCS A NCCS B NCCS C
Audience % Index Audience %
Audience % Index
Index

Prioritize Mothers , since they show a higher intent towards juice consumption. Focus Overall Media Planning to be on F 25-44 AB
on males for the lower funnel conversions.

Source- GWI & TGI

 MARKET PRIORITY
P1 Markets : Delhi, Punjab, UP , AP/Tel, ANE
As per brief P2 Markets : Karnataka, TN, Maharashtra

Priority Markets Task

P1 Delhi, Punjab, UP, Go aggressive (Very high

AP/Tel, NE Comp SOV)

P2 TN, Kar, Maha Maintain

P3 Others Spill over from P1, P2

Markets

Maharashtra though it is a P2 market, we will not invest on regional channels but will look at spills from HSM
THE
COMMUNICATION
TASK
THEREFORE OUR TASK

OBJECTIVES PROFILE

Make Mothers aware of B-Natural and reassure

them that the choice of B Natural for their kid is
the right one- it provides their kids with both fibre
and fruit which is essential for an active and
healthy life
D
r
i
v
e
MAPPED OUT THE STRATEGIC APPROACH FRAMEWORK BY HVAS

Reach Act
Active Health seeking Moms
Demographic Audience: F, 25-40, AB, U , Traditional
AUDIENCE SEGMENTS
Sharp Targeting F, 25-30, A, U Moms, guilt Conscious moms
,

MEDIA TASK Awareness Consideration

Role of TV: Primary Medium to Drive Reach Role of Digital: Primary Medium to drive Consideration. 1.
ROLE OF MEDIA Role of Digital: Support Medium to build Precision Targeting with Nuanced Communication for
Incremental Identified Cohorts 2. Build Preference for Identified Cohorts
Reach across Key Markets

Focus On Ease Of Availability Of Fiber & Health Benefits

COMMUNICATION HOOKS Fruit Bhi Fibre Bhi- Core Communication

TV Digital: Instagram, Facebook, YouTube, OTT, Display & Video

PLATFORMS TO ACTIVATE
Digital: YT 360, Glance

DIGITAL: Views & VTR

KEY MEDIA METRICS DIGITAL: Reach
Media will be optimized for Middle Funnel Action
CATEGORY
LANDSCAPE
 COLD BEVEARGES CATEGORY
ANALYSING THEIR SPEND PATTERNS

itle of presentation
AT 470 CR INVESTMENT IN YTD 22-23, COLD BEVERAGES CATEGORY HAS SEEN A
MARGINAL DECLINE OF 10% AS COMPARED TO SIMILAR PERIOD IN 21-22;
Not much of movement seen in Non Aerated sector with Contribution stagnant between 7%-9%
F/Y 20-21 F/y 21-22 1% 1% F/Y 22-23
1%
Still Drink Still Drink 1%
Still Drink
2% 7% 9%
10% 24% Soft Drink Soft Drink
8% 15% 15% Milk shake
45%
Soft Drink Dairy based
Juice & Nectar
9% Drinks
Dairy Based Juice &
Flavoured Milk
Drink 31%
Nectar Coconut Water
Juice &
59%
Nectar Others Others

67%
Spends – 756 Cr FY 21-22 – Apr-Mar Spends – 471 Cr FY 22-23 – Apr-Oct

Others
YTD (Apr-Oct)
• Cold Bevearges spends for Full year to close
Sub Category Segment F/Y 20-21 F/y 21-22 F/Y 20-21 F/y 21-22 F/Y 22-23 F/Y 20-21 YTD 21-22
Spends
Still Drink – 517 Cr FY 20-21 – Apr-Mar
76 178 30 131 211 135% 62%
at ~650 Cr keeping growth ~40% in previous
Soft Drink 346 443 178 303 146 28% -52% year
Dairy based Drinks 44 74 25 53 69 67% 31% • Major movement seen in Still Drink from
Milk shake 5 37 3 27 39 680% 42% 11% share in YTD 20-21 to 44% in YTD 22-23
Flavoured Milk 39 37 22 25 30 -7% 19% (4X)
Juice & Nectar 41 50 25 35 41 24% 17% • Similarly investment into dairy based drinks
100% Fruit Juice 2 3 2 3 30% -100% has also gained momentum – From 9% to
Nectar 40 45 25 32 35 13% 10% 15%
Coconut Water 0 5 4 7 967% 81% • Shift in seasonality for Flavoured Milk –
Others 11 11 2 4 3 -2% -23%
Substantial increase in spends during YTD
Grand Total 517 756 260 526 471 46% -10%
KEY PLAYERS PRESENT ON MULTIPLE CATEGORIES; STILL DRINK
ON GROWTH PATH ACROSS ADVERTISERS
Coconut water new kid in the block with an Investment of 6 CR from Dabur
YTD Apr-Oct
• Coca Cola :
Advertiser Sub Category F/Y 20-21 F/y 21-22 F/Y 20-21 F/y 21-22 F/Y 22-23
•Investment in Still Drink has grown 4X
•J&N
COCA investment
COLA INDIA LTD Muted Still Drink 32 55 8 25 91
COCA COLA INDIA LTD Soft Drink 213 267 98 176 73 • Parle Agro :
COCA COLA INDIA LTD Flavoured Drinks 1 0
• Still
Total Drink Investment has grown by 245 323 106 201 165
20%AGRO
PARLE Still Drink 16 92 6 82 101
PARLE
• AGRO Milk shake 31 22 30
Milk
PARLE AGRO
Shake gaining momentum
Others 3
Total 16 123 6 104 134 • Pepsi Co :
•Substantial
PEPSI CO growth in J&N segment
Soft Drink 131 174 80 126 71
PEPSI CO Still Drink 16 24 9 18 17
–3XCO
PEPSI Juice & Nectar 17 7 10 3 11
Total 164 205 98 147 99 • Dabur India
DABUR INDIA LTD Juice & Nectar 15 19 8 13 14
•Coconut water gaining momentum
DABUR INDIA LTD Coconut Water 0 5 4 6
– 52%INDIA
DABUR growth
LTD Still Drink 9 2 6 2 2
DABUR INDIA LTD
•J&N spends consistent at Milk shake 5 3 3 3 1
Total
YTD level 29 28 17 22 22
HERSHEY INDIA PVT LTD Flavoured Milk 12 13 5 6 14 • ITC:
•J&N spends consistentlyOthers
HERSHEY INDIA PVT LTD de growing 9 9 4
Total 20 22 5 9 14
– 20%(GUJ
GCMMF in COOP
21-22 and
MILK MKT10% in 22-23 (YTD)
FED) Flavoured Milk 14 12 10 9 9
GCMMF (GUJ COOP MILK MKT
FED) Soft Drink 1 1 1 1 0
Total 14 13 11 11 10
ITC LTD Juice & Nectar 8 6 7 6 5
ITC LTD Milk shake 1 1 2
T i t le of
ITC L T D
Flavoured Milk 2 0 1 0 0
 PORTFOLIO ANALYSISS
OFKEYPLAYERS BETWEEN APR-
OCT Understanding brand focus across key players

itle of presentation
 MEDIA INVESTMENT FOR COCA COLA HAS TAKEN A DROP OF 18% IN FY 22-23;
STILL DRINK IS ON THE UPWARD MOVEMENT (4X) WHILE THERE IS A SHARP DECLINE
IN SOFT DRINKS SPENDS (58%)
F/Y 20-21 (YTD) F/y 21-22 (YTD) F/Y 22-23 (YTD)
Advert Sub Category Brand TV Print Radio Total TV Print Radio Total TV Print Radio Total
COCA COLA INDIA LTD Soft Drink SPRITE 40.8 40.8 53.8 53.8 35.4 0.0 35.4
COCA COLA INDIA LTD Soft Drink THUMS UP 46.4 46.4 76.5 0.0 0.1 76.5 16.5 16.5
COCA COLA INDIA LTD Soft Drink LIMCA 0.0 3.3 3.3 6.2 6.2
COCA COLA INDIA LTD Soft Drink COCA COLA 10.4 0.0 10.4 37.7 0.0 0.5 38.2 6.2 6.2
COCA COLA INDIA LTD Soft Drink THUMS UP CHARGED 0.0 0.0 0.0 5.7 0.1 5.8
COCA COLA INDIA LTD Soft Drink COCA COLA ZERO 0.0 0.0 3.0 3.0
COCA COLA INDIA LTD Soft Drink FANTA 0.0 4.0 0.2 4.2 0.0
COCA COLA INDIA LTD Soft Drink Ppb The Telegraph/Coca Cola 0.0 0.0 0.0 0.0
COCA COLA INDIA LTD Soft Drink SPRITE JUICY PLUS 0.0 0.0 0.0 0.0
Total 97.6 0.0 0.0 97.6 175.2 0.0 0.7 176.0 73.1 0.1 0.0 73.2
COCA COLA INDIA LTD Still Drink MINUTE MAID PULPY ORANGE 0.0 0.0 3.4 3.4 2.8 2.8
COCA COLA INDIA LTD Still Drink MAAZA 8.4 8.4 21.2 0.0 21.2 74.9 0.1 0.3 75.2
COCA COLA INDIA LTD Still Drink FANTA APPLE DELITE 0.0 0.0 10.2 10.2
COCA COLA INDIA LTD Still Drink MAAZA AAM PANNA 0.0 0.0 3.0 3.0
Total 8.4 0.0 0.0 8.4 24.6 0.0 0.0 24.6 90.9 0.1 0.3 91.2
COCA COLA INDIA LTD Total 106.0 0.0 0.0 106.0 199.9 0.0 0.7 200.6 163.9 0.1 0.3 164.3

• TV is the preferred media across years

• Limca spends have grown 2X in 22-23; Thums Up charged and Coca Cola Zero two new variants launched in 22-
23 in soft drink category
• Fanta Apple Delite and Maaza Aam Panna launched in 22-23 under Still drink category
VARIED GENRE PREFERENCE ACROSS PORTFOLIO – AEREATED VARIANTS
HIGHER PREFERENCE FOR SPORTS; HD GAINING MOMENTUM IN FY 23; GEC
CUTS ACROSS 5000
Coca cola - Portfolio Genre preference( FY 21-
22)
4000
Spends L

3000
2000
1000
0
GEC Sports Movies HD Music
COCA COLA 1163 2150 649 983 325
COCA COLA ZERO 12 33 101 16
FANTA 762 301 263 112 160
LIMCA 152 78 36 37 61
SPRITE 2731 2435 1208 1098 213
THUMS UP 4139 3118 1661 1354 126
FANTA APPLE DELITE 304 16 149 12 22
MAAZA 2678 248 1063 178 272
MAAZA AAM PANNA 47 1 10 1 7
MINUTE MAID PULPY ORANGE 279 61 10 44

Coca Cola Portfolio Genre Preference (YTD 22-

1600
23)
1400
1200
Spends L

1000
800
600
400
200
0
GEC Sports Movies HD Music
COCA COLA 77 128 248 102
COCA COLA ZERO 19 53 19 30
LIMCA 4
309 5 203 55
SPRITE 22
143 89 484 135
THUMS UP 2 9 185 47 38
398 4
THUMS UP CHARGED 68 163 74
118 6 32
FANTA APPLE DELITE 89 2 30
150 2
MAAZA 345 15 117
804 48
MAAZA AAM PANNA 93 9 18
4
172 24
2 Title of presentation 6
4
5
61
 DABUR’S INVESTMENT IN 22-23 IS SIMILAR TO 21-22 SPENDS YTD.
J&N INVESTMENT HAS REMAINED AT 13 CR IN LAST 2 YEARS
REAL RANGE has been the focus variant in 22-23 with 22% increase in spends; The variant contributes to 80% of the J&N segment and 50%
to the overall Dabur Portfolio
F/Y 20-21(YTD) F/y 21-22 (YTD) F/Y 22-23 (YTD)

Advert Sub Category Brand TV Print Total TV Print Radio Total TV Print Radio Total
DABUR INDIA LTD Juice & Nectar DABUR REAL RANGE 0.0 9.1 9.1 11.1 11.1
DABUR INDIA LTD Juice & Nectar Dabur Real Fruit Greetings 0.0 0.0 0.0 0.9 0.9
DABUR INDIA LTD Juice & Nectar Dabur Real Fruit Power 0.5 0.5 0.0 0.0 0.6 0.6
DABUR INDIA LTD Juice & Nectar DABUR REAL JUICE 2.1 2.1 0.2 0.2 0.6 0.6
DABUR INDIA LTD Juice & Nectar DABUR REAL MIXED FRUIT JUICE 2.0 2.0 1.0 1.0 0.5 0.0 0.6
DABUR INDIA LTD Juice & Nectar Dabur Real Activ 0.0 0.0 0.0 0.0
DABUR INDIA LTD Juice & Nectar DABUR REAL ACTIV 100% 2.5 2.5 3.2 3.2 0.0
DABUR INDIA LTD Juice & Nectar Dabur Real Pomegranate 0.1 0.1 0.0 0.0
DABUR INDIA LTD Juice & Nectar DABUR REAL MASALA SUGARCANE 0.7 0.7 0.0 0.0
Total 7.4 0.5 7.9 13.3 0.0 0.2 13.4 11.6 1.6 0.6 13.8

DABUR INDIA LTD Milk shake DABUR REAL FRAPPE MILK SHAKE 2.9 0.0 2.9 2.9 2.9 1.1 1.1
Total 2.9 0.0 2.9 2.9 0.0 0.0 2.9 1.1 0.0 0.0 1.1
DABUR INDIA LTD Still Drink DABUR REAL MANGO JUICE 6.1 6.1 2.2 0.0 2.2 1.5 1.5
Dabur Real Fruit Power Mango
DABUR INDIA LTD Still Drink Drink 0.0 0.0 0.0 0.0
Total 6.1 0.0 6.1 2.2 0.0 0.0 2.2 1.5 0.0 0.0 1.5
DABUR INDIA LTD Coconut Water Dabur Real Activ Coconut Water 0.0 3.6 0.0 3.6 5.3 0.3 5.6
Total 0.0 0.0 0.0 3.6 0.0 0.0 3.6 5.3 0.3 0.0 5.6

Dabur Total 16.4 0.6 16.9 22.0 0.0 0.2 22.2 19.5 1.9 0.6 21.9

Coconut water launched in 21-22 has seen an increase in spends in 22-23 to the tune of 52%
Title of presentation
GENRE PREFERENCE LED BY GEC ACROSS
BRANDS Dabur Portfolio Genre preference(F/Y 21-22)
1200.0
1000.0
Spends L 800.0
600.0
400.0
200.0
0.0
GEC HD News Kids Music
DABUR REAL ACTIV 100% 279.2 40.4
Dabur Real Activ Coconut Water 330.4 33.2 78.3 0.2
DABUR REAL MIXED FRUIT JUICE 1.9 4.9 105.4
DABUR REAL RANGE 1121.6 102.0 166.5 8.6
DABUR REAL FRAPPE MILK SHAKE 109.6 16.9 11.9 149.1
DABUR REAL MANGO JUICE 190.2 6.4 41.4

Dabur Portfolio Genre Preference(YTD 22-23)

1200
1000
800
Spends L

600
400
200
0
GEC Movies Kids HD News
Dabur Real Activ Coconut Water 483 32 12
DABUR REAL MIXED FRUIT JUICE 54
DABUR REAL RANGE 969 70 20 24 24
DABUR REAL FRAPPE MILK SHAKE 45 57 3
DABUR REAL MANGO JUICE 117 8 6 24

2 Title of presentation
PEPSI’S INVESTMENTS HAVE DECLINED BY 33% IN 22-23 YTD CONTRBUTED BY
SOFT DRINK CATEGORY

F/Y 20-21 (YTD) F/y 21-22 (YTD) F/Y 22-23 (YTD)

Advert Sub Category Brand TV Print Radio Total TV Print Radio Total TV Print Radio Total
PEPSI CO Juice & Nectar Tropicana Juice 0.1 0.1 0.0 0.0
PEPSI CO Juice & Nectar Tropicana Mixed Fruit Juice 9.5 9.5 3.1 3.1 10.8 10.8
Total 9.5 0.1 0.0 9.7 3.1 0.0 0.0 3.1 10.8 0.0 0.0 10.8
PEPSI CO Soft Drink 7 UP 14.8 14.8 21.2 21.2 10.2 10.2
PEPSI CO Soft Drink 7 Up Lemon And Lime 0.0 0.0 0.0 0.0
PEPSI CO Soft Drink MIRINDA ORANGE 0.0 0.0 4.0 0.0 4.0 0.0
PEPSI CO Soft Drink MOUNTAIN DEW 23.6 0.2 23.9 36.5 36.5 29.2 29.2
PEPSI CO Soft Drink MOUNTAIN DEW ICE 0.0 27.8 27.8 1.0 1.0
PEPSI CO Soft Drink PEPSI 40.3 0.7 41.0 36.2 36.2 30.8 0.0 30.8
PEPSI CO Soft Drink Pepsi Soft Drinks Range 0.0 0.0 0.0 0.0

Total 78.6 1.0 0.0 79.6 125.8 0.0 0.0 125.8 71.2 0.0 0.0 71.2
PEPSI CO Still Drink SLICE 8.7 8.7 18.3 18.3 16.5 16.5
Total 8.7 0.0 0.0 8.7 18.3 0.0 0.0 18.3 16.5 0.0 0.0 16.5

Pepsi Total 96.9 1.1 0.0 98.0 147.2 0.0 0.0 147.2 98.6 0.0 0.0 98.6

Tropicana investments have increased substantially (4X) in 22-23; However it is at similar levels as that if 20-21
Still drink Investments have remained at 21-22 levels at 17 Cr
GEC PREFERRED GENRE ACROSS VARIANTS; SPORTS PREFERENCE FOR
AEREATED VARIANTS
Pepsi Co Portfolio Genre Preference – FY 21-22
3000.0
2500.0
2000.0
Spends L

1500.0
1000.0
500.0
0.0 GEC Movies Sports HD Music News
Tropicana Mixed Fruit Juice 431.2 143.6 75.8 33.7 1.0
7 UP 2747.9 239.2 0.7 1.2 126.1 52.7
MIRINDA ORANGE 352.2 28.5 0.0 22.8
MOUNTAIN DEW 2778.5 1610.3 80.3 63.5 585.2 69.7
MOUNTAIN DEW ICE 905.9 490.3 858.2 381.4 234.5 13.9
PEPSI 2275.7 1249.6 802.7 404.9 295.1 114.1
SLICE 1006.8 436.7 455.3 201.8 227.0 5.0

Pepsi Co Portfolio Genre Preference – YTD 22-23

1400
1200
1000
Spends L

800
600
400
200
0 GEC Movies Sports HD Music News Youth
Tropicana Mixed Fruit Juice 645 287 47 64 11 22
7 UP 831 70 4 1 39 61
MOUNTAIN DEW 1144 306 899 391 116 13 38
MOUNTAIN DEW ICE 25 7 55 6 1 6 2
PEPSI 1091 433 886 418 160 21 33
SLICE 747 207 348 152 125 17 27

2 Title of presentation
PARLE INVESTMENTS HAVE GROWN BY 30% IN 22-23 ON THE BACK OF STILL
DRINK INVESTMENTS;

F/Y 20-21 (YTD) F/y 21-22 (YTD) F/Y 22-23 (YTD)

Sub Category Brand TV Print Radio Total TV Print Radio Total TV Print Radio Total
PARLE AGRO Milk shake PARLE SMOODH 0.0 22.4 22.4 26.5 2.4 28.9
PARLE AGRO Milk shake PARLE HAZELNUT CHOCOLATE 0.0 0.0 4.1 4.1
Total 0.0 0.0 0.0 0.0 22.4 0.0 0.0 22.4 30.6 0.0 2.4 33.1
PARLE AGRO Still Drink APPY FIZZ 0.0 0.0 28.0 0.6 28.6
PARLE AGRO Still Drink APPY FIZZ/B-FIZZ 0.0 33.2 33.2 0.0
PARLE AGRO Still Drink B-FIZZ 5.5 5.5 16.4 16.4 8.6 0.3 9.0
PARLE AGRO Still Drink FROOTI 0.0 0.0 32.1 32.1 63.5 63.5

Total 5.5 0.0 0.0 5.5 81.8 0.0 0.0 81.8 100.1 0.0 0.9 101.0

Parle Total 5.5 0.0 0.0 5.5 104.2 0.0 0.0 104.2 130.8 0.0 3.3 134.1

Focus has been on Frooti amd Appy Fizz in 22-23; Frooti spends grew by 2X in 22-23

Title of presentation
SPORTS AND HD PREFERENCE IS HIGH ACROSS VARIANTS
Parle Agro Portfolio Genre Preference - F/Y 22-23
2500.0
2000.0
Spends L 1500.0
1000.0
500.0
0.0
GEC Movies Sports HD Music News Youth
PARLE SMOODH COFFEE FRAPPE 271.7 66.2 37.9 15.2 49.5 3.7
PARLE SMOODH 516.3 166.3 1127.1 599.7 40.0 148.9 6.3
APPY FIZZ 86.9 19.1 8.7 5.3 12.6 0.9
APPY FIZZ/B-FIZZ 309.1 124.7 1888.7 881.6 20.7 82.1 8.6
B-FIZZ 403.3 165.8 804.3 394.3 34.5 102.6 6.9

Parle Agro Pportfolio Genre Preference YTD 22-23

3500.00
3000.00
2500.00
Spends L

2000.00
1500.00
1000.00
500.00
0.00
GEC Movies Sports HD Music News Youth
PARLE SMOODH COFFEE FRAPPE 0.38 0.04 0.29 0.44
PARLE SMOODH HAZELNUT CHOCOLATE 83.10 15.27 3.59 4.20 33.82 1.08
MINUTE MAID PULPY ORANGE 209.28 15.12 0.05 4.43 29.66 4.70
PARLE SMOODH 719.32 227.08 1005.47 442.21 32.03 143.66 14.70
PARLE SMOODH HAZELNUT CHOCOLATE 135.96 45.86 6.55 10.43 36.03 2.29
APPY FIZZ 762.38 201.58 1117.52 520.25 32.60 145.57 7.35
B-FIZZ 599.59 133.34 28.43 13.36 78.34 3.22
FROOTI 1070.18 270.24 3169.10 1539.54 39.65 185.84 14.66

2 Title of presentation
Juices and Nectar Detailing
SUBSTANTIAL GROWTH FOR THE CATEGORY IN 21-22 YTD (42%); 22-23 SAW
11% GROWTH; SPENDS DRIVEN BY TV
Spends Cr Market Spends (Tv + Pr+Ra)
24 Full Year YTD (Apr-Oct)
11% Growth Growth
Market FY 20-21 FY 21-22 21-22/20-21 FY 20-21 FY 21-22 FY 22-23 22-23/21-22
42% NW 35.8 43.8 22% 21.0 30.2 34.8 15%
All India 2.0 2.5 23% 1.7 1.9 1.6 -16%
WB 0.2 1.1 420% 0.2 0.9 1.1 17%
50
41
Kar 0.3 0.9 144% 0.3 0.6 0.6 8%
35 39
ANE 0.2 0.5 150% 0.2 0.4 0.4 -3%
25
AP/Tel 0.3 0.7 135% 0.2 0.6 0.4 -32%
Ker 1.1 0.5 -52% 1.0 0.4 0.2 -57%
FY 20-21 FY 21-22 YTD 20-21 YTD 21-22 YTD 22-23 TN 0.5 0.4 -23% 0.4 0.3 0.1 -51%

Spends Cr Grand 40.5 50.4 24.9 35.2 39.2

Total
J&N category to close at ~55 Cr keeping similar % Share of Media
Media Mix
growth of 11% Spends Cr F/Y YTD F/Y YTD
Medium FY 20-21 FY 21-22 FY 20-21 FY 21-22 FY 22-23 FY 20-21 FY 21-22 FY 20-21 FY 21-22 FY 22-23
TV 38 49 24 35 37 93% 98% 96% 99% 95%
Radio 0 0 0 0 1 1% 1% 0% 1% 3%
Print 3 1 1 0 1 6% 1% 4% 0% 2%
Grand Total 41 50 25 35 39 41 50 25 35 39

3 Title of presentation
TV SPENDS PEAK DURING SEASON 1 AND SECOND PEAK DURING FESTIVE

SEASONALITY - MEDIA MIX

16
Season 1 Season 2 Season 1 Season 2 Season 1 Season 2
14

12

10

8
SPENDS Cr

0
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep
-2 Oct

TV Radio Print

Title of presentation
SIMILAR PEAKS OBSERVED ACROSS MARKETS

TV SEASONALITY
1800
Season 1 Season 2 Sea son 1 Season 2 Sea son 1 Season 2
1600

1400

1200

1000
GRP’s

800

600

400

200

0
Apr May Jun Jul Aug Sep Oct Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct
Nov
-200
FY 20-21 FY 21-22 FY 22-23
HSM AP/Tel Kar Ker TN

Title of presentation
TOP 5 ADVERTISERS : SHARE OF TOP 5 ADVERTISERS SPENDS IS DECLINING
–
99% TO 93% IN FY 23
TV + Print + Radio
FY 20-21 FY 21-22 FY 22-23
Advertiser All India ANE AP/Tel Kar Ker NW TN WB Total All India ANE AP/Tel Kar Ker NW Odi TN WB Total All India ANE AP/Tel Kar Ker NW Odi TN WB Total
Dabur Real 0.8 0.1 14.9 0.0 15.9 1.1 0.3 0.0 21.2 0.7 22.1 0.7 0.3 15.6 0.9 16.8
Tropicana 1.0 15.6 16.6 0.1 6.9 6.9 0.2 10.6 0.0 10.6
B Natural 0.2 0.1 0.3 0.3 1.1 4.8 0.5 0.2 7.6 1.2 0.0 0.2 0.2 0.5 3.6 0.0 0.4 5.0 0.6 0.1 0.1 0.2 3.8 0.1 4.3
Axiom 0.1 0.5 0.4 8.4 0.3 9.7 0.1 0.2 0.2 2.9 0.2 3.5
Paper Boat 0.1 0.2 2.4 0.0 0.1 2.7 0.1 0.4 1.0 0.0 0.0 1.4
Top 5 2.0 0.2 0.3 0.3 1.1 35.3 0.5 0.2 40.0 2.5 0.4 0.7 0.8 0.5 42.5 0.0 0.4 1.1 46.4 1.6 0.4 0.3 0.6 0.2 33.9 0.0 0.1 1.1 36.5
Category 2.0 0.2 0.3 0.3 1.1 35.8 0.5 0.2 40.5 2.5 0.5 0.7 0.9 0.5 43.8 0.0 0.4 1.1 50.4 1.6 0.4 0.4 0.6 0.2 34.8 0.0 0.1 1.1 39.2

FY 20-21 FY 21-22 FY 22-23

Advertiser All India ANE AP/Tel Kar Ker NW TN WB Total All India ANE AP/Tel Kar Ker NW Odi TN WB Total All India ANE AP/Tel Kar Ker NW Odi TN WB Total
Dabur Real 41% 44% 42% 14% 40% 43% 60% 0% 50% 64% 48% 47% 82% 46% 80% 46%
Tropicana 48% 44% 41% 4% 16% 15% 14% 31% 0% 29%
B Natural 12% 56% 100% 100% 100% 14% 100% 86% 19% 48% 8% 29% 30% 100% 8% 5% 100% 11% 35% 29% 15% 100% 11% 100% 12%
Axiom 32% 71% 48% 20% 24% 21% 18% 71% 24% 9% 15% 10%
Paper Boat 5% 22% 6% 95% 12% 6% 4% 61% 3% 100% 4% 4%
Top 5 2.0 0.2 0.3 0.3 1.1 35.3 0.5 0.2 40.0 2.5 0.4 0.7 0.8 0.5 42.5 0.0 0.4 1.1 46.4 1.6 0.4 0.3 0.6 0.2 33.9 0.0 0.1 1.1 36.5
Category 2.0 0.2 0.3 0.3 1.1 35.8 0.5 0.2 40.5 2.5 0.5 0.7 0.9 0.5 43.8 0.0 0.4 1.1 50.4 1.6 0.4 0.4 0.6 0.2 34.8 0.0 0.1 1.1 39.2

Dabur’s investment in Eastern markets is on the rise – SOE has jumped to 80% in FY 23 from ~60% in FY 22
Tropicana : Regained its SOE in NW to 20-21 level in FY 23
Axiom, and Paper Boat eating into BN Share in F/Y 21-22 and 22-23 YTD in Karnataka
WHILE THERE IS A SHIFT IN SOE IN YTD, THE BRAND’S FOOT PRINT REMAINS
CONSISTENT
TV + Print + Radio (YTD)

FY 20-21 FY 21-22 FY 22-23

Advertiser All India ANE AP/Tel Kar Ker NW TN WB Total All India ANE AP/Tel Kar Ker NW Odi TN WB Total All India ANE AP/Tel Kar Ker NW Odi TN WB Total
Dabur Real 0.7 0.1 7.1 0.0 7.9 0.9 0.2 0.0 15.3 0.7 16.2 0.7 0.3 15.6 0.9 16.8
Tropicana 0.7 8.9 9.7 0.0 3.1 3.1 0.2 10.6 0.0 10.6
B Naturals 0.2 0.1 0.2 0.3 1.0 4.5 0.4 0.2 6.9 0.9 0.0 0.1 0.2 0.4 3.6 0.0 0.3 4.6 0.6 0.1 0.1 0.2 3.8 0.1 4.3
Axiom 0.1 0.4 0.4 7.5 0.2 8.6 0.1 0.2 0.2 2.9 0.2 3.5
Paper Boat 0.1 0.4 1.0 0.0 0.0 1.4
Grand Total 1.7 0.2 0.2 0.3 1.0 20.5 0.4 0.2 24.4 1.9 0.4 0.5 0.6 0.4 29.5 0.0 0.3 0.9 32.5 1.6 0.4 0.3 0.6 0.2 33.9 0.0 0.1 1.1 36.5
Category 1.7 0.2 0.2 0.3 1.0 21.0 0.4 0.2 24.9 1.9 0.4 0.6 0.6 0.4 30.2 0.0 0.3 0.9 35.2 1.6 0.4 0.4 0.6 0.2 34.8 0.0 0.1 1.1 39.2

FY 20-21 FY 21-22 FY 22-23

Advertiser All India ANE AP/Tel Kar Ker NW TN WB Total All India ANE AP/Tel Kar Ker NW Odi TN WB Total All India ANE AP/Tel Kar Ker NW Odi TN WB Total
Dabur Real 41% 46% 34% 14% 32% 51% 57% 0% 52% 76% 50% 47% 82% 46% 80% 46%
Tropicana 45% 44% 40% 0% 11% 10% 14% 31% 0% 29%
B Naturals 14% 54% 100% 100% 100% 22% 100% 86% 28% 49% 9% 25% 36% 100% 12% 100% 100% 14% 35% 29% 15% 100% 11% 100% 12%
Axiom 34% 75% 63% 25% 24% 26% 18% 71% 24% 9% 15% 10%
Paper Boat 4% 61% 3% 100% 4% 4%
Grand Total 1.7 0.2 0.2 0.3 1.0 20.5 0.4 0.2 24.4 1.9 0.4 0.5 0.6 0.4 29.5 0.0 0.3 0.9 32.5 1.6 0.4 0.3 0.6 0.2 33.9 0.0 0.1 1.1 36.5
Category 1.7 0.2 0.2 0.3 1.0 21.0 0.4 0.2 24.9 1.9 0.4 0.6 0.6 0.4 30.2 0.0 0.3 0.9 35.2 1.6 0.4 0.4 0.6 0.2 34.8 0.0 0.1 1.1 39.2

Title of presentation
 SUMMARISING SOFT BEVERAGES CATEGORY
• Juice & Nectar contributes 7%-9% to the Soft Beverages category; Still drink is on the rise YOY with 44%
share in FY 22-23

• Lead players operating across multiple segments; Niche categories like Coconut water and Milkshakes
gaining momentum

• Juice & Nectar driven by TV - ~95% +; Seasonality driven by summers followed by festive

• Market presence for lead player in J&N segments have widened while BN higher focus continues to be
south
Juices and Nectar - TV Detailing
GROWTH IN IND URBAN GRPS BY 28%; KERALA AND TN DROP BY 33% AND
44% RESPECTIVELY (FY 22 VS FY 23)
GRPs FY 20-21 FY 21-22 FY 22-23 YTD (Apr-Oct)
Markets Q1 Q2 Q3 Q4 Total Q1 Q2 Q3 Q4 Total Q1 Q2 Total 20-21 21-22 22-23
Ind U 1737 1078 1497 863 5176 1976 549 560 880 3965 2387 484 2871 3420 2713 3334
HSM 2036 1363 1819 1135 6353 2359 658 724 1023 4764 2915 654 3569 4059 3259 4183
AP/Tel 889 439 680 233 2241 1002 202 153 544 1901 1228 99 1326 1711 1258 1447
Kar 1097 539 966 349 2951 1251 373 232 768 2625 1894 136 2030 2183 1706 2185
Ker 891 309 687 95 1982 887 207 155 386 1634 651 66 717 1686 1137 766
TN 1195 351 649 158 2352 1027 256 168 442 1893 659 37 696 1998 1340 753

Spends CR FY 20-21 FY 21-22 FY 22-23 YTD (Apr-Oct)

Markets Q1 Q2 Q3 Q4 Total Q1 Q2 Q3 Q4 Total Q1 Q2 Total 20-21 21-22 22-23
All India 0.9 0.6 0.4 0.1 2.0 1.3 0.4 0.5 0.2 2.5 1.1 0.2 1.3 1.7 1.9 1.6
HSM 8.8 6.8 11.8 6.0 33.3 20.0 7.6 7.6 9.2 44.5 21.2 7.0 28.2 20.4 31.3 34.6
AP/Tel 0.1 0.0 0.1 0.0 0.3 0.3 0.2 0.1 0.1 0.7 0.3 0.0 0.3 0.2 0.6 0.3
Kar 0.1 0.1 0.1 0.0 0.3 0.4 0.1 0.1 0.3 0.8 0.6 0.0 0.6 0.3 0.6 0.6
Ker 0.6 0.1 0.4 0.0 1.1 0.4 0.0 0.0 0.1 0.5 0.2 0.0 0.2 1.0 0.4 0.2
TN 0.2 0.1 0.2 0.0 0.5 0.3 0.0 0.0 0.1 0.4 0.1 0.0 0.1 0.4 0.3 0.1
Grand Total 10.7 7.7 12.9 6.2 37.5 22.7 8.3 8.4 10.1 49.4 23.6 7.2 30.7 23.9 35.0 37.4

HSM and Karnataka GRPs grow by 28% while growth of 15% seen in AP
Spends growth of 11% observed in HSM and 9% in Karnataka; AP, TN and Kerala spends have halved in YTD 23

3 Title of presentation
FOCUSED MARKET APPROACH BY KEY PLAYERS – NW (90%+ INVESTMENTS) ; B NATURAL ONLY BRAND WHO HAS
INVESTED ACROSS MARKETS WITH HIGHER INVESTMENT IN NW ;
TV Spends Cr
FY 20-21 FY 21-22 FY 22-23
Advertiser ANE AP/Tel Kar Ker NW TN WB Total ANE AP/ Kar Ker NW Odi TN WB Total ANE AP/Tel Kar Ker NW Odi TN WB Total
Tel
Dabur 0.1 12.7 0.0 12.8 0.3 20.7 0.7 21.7 0.3 15.0 0.9 16.1
Tropicana 15.5 15.5 6.9 6.9 10.6 0.0 10.6
B Naturals 0.1 0.3 0.3 1.1 4.5 0.5 0.2 6.9 0.0 0.2 0.2 0.5 3.6 0.0 0.4 5.0 0.1 0.1 0.2 3.7 0.1 4.2
Axiom 0.1 0.5 0.4 8.4 0.3 9.7 0.1 0.2 0.2 2.9 0.2 3.5
% TVTotal
Grand Spends Cr (across)
0.2 0.3 0.3 1.1 32.6 0.5 0.2 35.2 0.4 0.7 0.7 0.5 39.7 0.0 0.4 0.9 43.2 0.3 0.3 0.2 0.2 32.2 0.1 1.0 34.4
Advertiser ANE AP/Tel Kar Ker NW TN WB Total ANE AP/Tel Kar Ker NW Odi TN WB Total ANE AP/Tel Kar Ker NW Odi TN WB Total
Dabur 1% 99% 0% 13 1% 96% 3% 22 2% 93% 5% 16
Tropicana 100% 15 100% 7 100% 0% 11
B Naturals 2% 4% 5% 16% 64% 7% 2% 7 1% 4% 5% 11% 72% 0% 8% 5 2% 2% 4% 89% 3% 4
Axiom 1% 5% 4% 87% 3% 10 2% 6% 4% 83% 5% 3
Grand Total 0.0 0.0 0.0 0.2 2.6 0.1 0.0 35.2 0.0 0.1 0.1 0.1 3.6 0.0 0.1 0.1 43.2 0.0 0.1 0.1 0.0 3.7 0.0 0.1 34.4

GRPs
Fy 20-21 Fy 21-22 Fy 22-23
Advertiser ANE AP/Tel Kar Ker NW Odi TN WB ANE AP/Tel Kar Ker NW Odi TN WB ANE AP/Tel Kar Ker NW Odi TN WB
Dabur 1115 393 562 131 1785 775 471 767 1447 484 749 430 2151 1128 483 1548 1207 270 359 241 1049 777 216 899
Tropicana 1788 328 648 47 3817 2072 47 1810 536 90 196 4 1299 771 10 397 919 181 300 8 2272 1323 16 780
B Naturals 1101 1517 1734 1708 1088 609 1835 717 445 1106 1104 1169 658 593 1327 412 338 701 582 494 580 513 498 283
Axiom 372 147 158 0 576 239 15 212 253 274 231 4 394 240 4 250
Grand Total 4003 2239 2944 1886 6690 3457 2353 3295 2800 1826 2207 1604 4683 2731 1835 2569 2717 1426 1473 747 4294 2853 734 2212
SOV %
Advertiser ANE AP/Tel Kar Ker NW Odi TN WB ANE AP/Tel Kar Ker NW Odi TN WB ANE AP/Tel Kar Ker NW Odi TN WB
Dabur 28% 18% 19% 7% 27% 22% 20% 23% 52% 26% 34% 27% 46% 41% 26% 60% 44% 19% 24% 32% 24% 27% 29% 41%
Tropicana 45% 15% 22% 3% 57% 60% 2% 55% 19% 5% 9% 0% 28% 28% 1% 15% 34% 13% 20% 1% 53% 46% 2% 35%
B Naturals 27% 68% 59% 91% 16% 18% 78% 22% 16% 61% 50% 73% 14% 22% 72% 16% 12% 49% 39% 66% 13% 18% 68% 13%
Axiom 13% 8% 7% 0% 12% 9% 1% 8% 9% 19% 16% 1% 9% 8% 1% 11%
Grand Total 4003 2239 2944 1886 6690 3457 2353 3295 2800 1826 2207 1604 4683 2731 1835 2569 2717 1426 1473 747 4294 2853 734 2212
Title of presentation
DABUR HAS INCREASED ITS ACD IN NW MARKET YOY; TRPOICANA HAS
INCREASED ITS ACD FROM 24” TO 34” IN 22-23
FY 20-21 FY 21-22 FY 22-23
Advertiser AP ANE Kar Ker North West TN WB AP Assam Kar Ker North West Orissa TN WB AP Assam Kar Ker North West TN WB
DABUR INDIA LTD 18 15 22 22 22 25 30 24
ITC LTD 18 15 17 18 21 18 24 17 20 17 17 18 24 17 13 15 14 14 15
PEPSI CO 14 16 13 23
AXIOM AYURVEDA 10 12 10 8 11 10 10 10 8 10
Category 23 15 17 18 18 18 23 22 19 21 17 14 23 16 15 30 16 16 14 13 33 15

Title of presentation
DABUR – INCREASED DEPENDENCY ON GEC; TROPICANA – LESSER PREFERENCE FOR GEC AND
INCREASE IN MOVIES; BN – HD EATING INTO GEC SHARES AND INVESTMENT IN MOVIES CONSISTENT
Dabur Spends %
FY 20-21 FY 21-22 FY 22-23
12 21 15
Hindi GEC Hindi Movies WB HD Assam Kids Hindi News
FY 20-21 72% 0% 0% 11% 0% 1% 17%
FY 21-22 77% 0% 3% 8% 0% 0% 11%
FY 22-23 86% 6% 6% 2% 0% 0% 0%

FY 20-21 FY 21-22 FY 22-23

Tropicana Spends FY 20-21 FY 21-22 FY 22-23

16 7 11

Hindi GEC Hindi Movies Punjab HD Hindi Music Youth Lifestyle Hindi News
FY 20-21 63% 19% 4% 1% 4% 6% 1% 2%
FY 21-22 61% 20% 3% 11% 3% 1% 0% 0%
FY 22-23 59% 26% 5% 4% 4% 2% 0% 0%

FY 20-21 FY 21-22 FY 22-23

B Naturals Spends %
FY 20-21 FY 21-22 FY 22-23 FY 20-21 FY 21-22 FY 22-23
7 6 5

HD H.GEC H Mov H News H Music Ker Kids TN Punjab Kar AP Info ANE WB Mah
FY 20-21 4% 42% 13% 2% 0% 15% 3% 7% 1% 5% 4% 0% 1% 2% 0%
FY 21-22 13% 37% 13% 2% 1% 9% 11% 6% 0% 4% 3% 0% 1% 0% 1%
FY 22-23 40% 26% 16% 1% 0% 4% 3% 3% 2% 2% 2% 1% 0% 0% 0%

Title of presentation
DABUR LAUNCHED COCONUT WATER IN 21-22 WITH 31% OF THE TOTAL INVESTMENT;
RIDING ON SAME TVC FOR REAL RANGE – WITH 64% OF THE INVESTMENT
Brand Variant FY 20-21 FY 21-22 FY 22-23 (YTD)
Dabur Real Activ 100% Kriti sanon with her friend 2.5 3.2
Dabur Real Activ Coconut Water Anna with ladies in auto give drink to people in city 4.4 2.2
Anna with ladies-dolphins/proposal 3.0
Dabur Real Juice Sonali with family/kids in school enjoy/boost immunity 2.1
Dabur Real Masala Sugarcane Kar rahey ho na sugarcane goodness ko miss 0.1
Dabur Real Mixed Fruit Juice Ctp-son ask for cycle/mother-veg/father-wake up early 0.2
Ctp-son-cycle/mother-veg/father-wake up/grandmother-growup 0.1
Kids in school-fruit juice 2.1 0.7 0.5
People celebrating rongali bihu and assamese new year 0.0
Sonali bendre-son ask different question 0.0
Dabur Real Pomegranate Daughter teaches sonali to make juice 0.7
Dabur Real Range Ctp-sip & win/honey and bunny promotes 0.2
Daughter and father as doctor and patient 6.1 13.9 4.6
Greetings-diwali 0.1
Kareena with family-healthy ki jab baat hai 6.3
People celebrating bihu festival 0.0
Grand Total 13.6 22.7 16.9

Brand; Variant FY 20-21 FY 21-22 FY 22-23 (YTD)

Tropicana Mixed Fruit Juice College football match/boy and girl promotes 16 3 0
Two boys on road/nikitin dheer rash driving 4 11
Tropicana Mixed Fruit Juice Total 16 7 11

Tropicana has introduced a new commercial for its Mixed Fruit variant in 21-22 ; Increased inputs to new TVC in 22-23

Title of presentation
BN FOCUSING ON MOTHER BRAND WITH THE BASKET BALL TVC OVER
LAST 3 YEARS
Brand Variant FY 20-21 FY 21-22 FY 22-23 (YTD)
B NATURAL Girl playing basketball with parents 4.7 3.4 4.7
Shilpa in superstore/boy-slide/indian fruit and fiber 0.0
B Natural Mixed Fruit Animation-little singam 0.3 0.1
Little singham-10 on 10 0.0
B NATURAL ORIGINS Couple in super market 2.5
B NATURAL PLUS Girl playing basketball with parents 2.5
Grand Total 7.2 6.2 4.7

Brand Variant FY 21-22 FY 22-23 (YTD)

Axiom Alo Frut Parineeti And Shikhar Dhawan Enjoy Drink 8 3
Axiom Alo Frut Mocktails Parineeti Chopra And Shikhar Dhawan-party 2
Grand Total 10 3

Axiom has come back after a year with New TVC with Parineeti and Shikhar in 21-22; Riding on the same TVC with
lower spends in 22-23

Title of presentation
WITHIN DABUR PORTFOLIO, COCONUT WATER AND REAL RANGE CONTRIBUTE
TO ~70% SOV
Dabur invested on mixed fruit variant contributing to 20% sov in YTD 22-23

Ind Urban GRPs SOV%

Fy 22-23 Fy 22-23
Brand Description Fy 20-21 Fy 21-22 (YTD) Fy 20-21 Fy 21-22 (YTD)
Dabur Real Activ 100% Kriti Sanon With Her Friend 116 143 9% 9%
Dabur Real Activ Coconut Water Anna With Ladies In Auto Give Drink To People In City 181 123 12% 15%
Anna With Ladies-dolphins/Proposal 88 11%
Dabur Real Juice Sonali With Family/Kids In School Enjoy/Boost Immunity 319 25%
Dabur Real Masala Sugarcane Kar Rahey Ho Na Sugarcane Goodness Ko Miss 11 1%
Dabur Real Mixed Fruit Juice Ctp-son Ask For Cycle/Mother-veg/Father-wake Up Early 124 8%
Ctp-son-cycle/Mother-veg/Father-wake Up/Grandmother-growup 39 2%
Kids In School-fruit Juice 430 261 164 33% 17% 20%
People Celebrating Rongali Bihu And Assamese New Year 0 0%
Sonali Bendre-son Ask Different Question
Dabur Real Pomegranate Daughter Teaches Sonali To Make Juice 184 14%
Dabur Real Range Ctp-sip & Win/Honey And Bunny Promotes 50 6%
Daughter And Father As Doctor And Patient 227 808 231 18% 51% 29%
Greetings-diwali 14 1%
Kareena With Family-healthy Ki Jab Baat Hai 146 18%
People Celebrating Bihu Festival 0 0%

1287 1571 802 1287 1571 802

Sponsorship of Hunar Punjab Sponsorship of Dancee+ On

SSppoonnssoorrsshhiipp ooff
Da 2 for Dabur Real range MAA TV for Dabur Real Mango
1296 Tags in FY 22 Juice – 996 Tags in FY 22 IIsshhmmaarrtt JJooddii OOnnMAA
TV for Dabur Real Mango
JJuuiiccee –– 660000 TTaaggss

ii n n F F Y Y 2 2 2 2
BN FOCUS IS INCREASINGLY SKEWED TOWARDS MOTHER BRAND 22-23;
launch of BN Originals in 21-22 contributed sov of 25%; The variant since then has been off Media

Ind Urban GRPs SOV%

Brand Description Fy 20-21 Fy 21-22 Fy 22-23 Fy 20-21 Fy 21-22 Fy 22-23

AXIOM ALO FRUT PARINEETI AND SHIKHAR DHAWAN ENJOY DRINK 399 304 100% 100%
Axiom Total 399 304 399 304
B NATURAL GIRL PLAYING BASKETBALL WITH PARENTS 609 570 549 51% 69% 98%
B NATURAL MIXED FRUIT ANIMATION-LITTLE SINGAM 48 12 6% 2%
B NATURAL ORIGINS COUPLE IN SUPER MARKET 206 25%
B NATURAL PLUS GIRL PLAYING BASKETBALL WITH PARENTS 594 49%
BN Total 1203 823 561 1203 823 561
TROPICANA MIXED FRUIT JUICE COLLEGE FOOTBALL MATCH/BOY AND GIRL PROMOTES 2396 608 100% 70%
TWO BOYS ON ROAD/NIKITIN DHEER RASH DRIVING 261 1521 30% 100%
Tropicana Total 2396 869 1521 2396 869 1521

Axiom and Tropicana focusing on single variant YOY

Title of presentation
ANALYSING ACTIVITY IN NW : DEPENDENCY ON GEC 1 INCREASING YOY FOR DABUR WITH A PT
PRESENCE UPWARDS OF 70%; TROPICANA ENJOYING AN SOV OF 51% IN YTD 22; BN HEIGHTENED
PRESENCE ON HD WITH 40% OF SPENDS
NW Urban Category Dabur B Natural Tropicana Axiom
Apr-Oct Apr-Oct Apr-Oct Apr-Oct Apr-Oct Apr-Oct
Year Apr-Oct 20 Apr-Oct 21 Apr-Oct 22 Apr-Oct 20 Apr-Oct 21 Apr-Oct 22 Apr-Oct 20 Apr-Oct 21 Apr-Oct 22 20 21 22 20 21 22
Total Spends (In Cr.) 21.0 32.6 34.8 7.1 15.3 15.6 4.5 3.6 3.8 8.9 3.1 10.6 7.5 2.9
TV Spends (In Cr.) 20.1 32.4 33.2 6.6 15.1 15.0 4.4 3.6 3.7 8.8 3.1 10.6 7.5 2.9
Print Spends (In Cr.) 0.9 0.0 0.5 0.5 0.0 0.0 0.1 0.0 0.1 0.1
Radio Spends (In Cr.) 0.0 0.2 1.1 0.2 0.6 0.0
SOE % 34% 47% 45% 22% 11% 11% 43% 10% 30% 23% 8%
TV SOE 33% 47% 45% 22% 11% 11% 44% 10% 32% 23% 9%
TV GRP 4289 3444 4422 1433 1407 1048 1083 614 579 1786 904 2271 394 815
SOV 33% 41% 24% 25% 18% 13% 42% 40% 53% 11% 18%
TV GRP(With Spills) 4301 3454 4431 1433 1408 1049 1605 623 580 1786 904 2272 394 815
Weekly Avg GRP 121 83 95 82 125 116 138 151 150 #DIV/0! 53 56
WOA 11 17 11 10 5 5 11 6 15 8 7
ACD 15 22 26 19 18 15 19 10 12 9 9
NPT:PT (GRPs) 47:53 30:70 25:75 65:35 56:43 51:49 52:48 54:46 26:74 45:55
WD vs WE (GRPs) 72:28 91:9 85:15 71:29 72:28 78:22 88:12 67:33 75:25 79:21 78:22
GEC 1 39% 70% 87% 41% 40% 22% 29% 43% 23%
GEC 2 16% 25% 18% 10% 35% 21% 38%
Hindi GEC HD 9% 11% 2% 0% 8% 29% 1% 3% 60% 40%
Other HD 0% 0% 6% 0% 12% 0% 1% 8%
Hindi Kids 1% 22%
Hindi Movies 6% 20% 21% 20% 18% 31% 27% 73%
Hindi Music 1% 0% 5% 5% 4%
Hindi News 28% 13% 4% 2% 1% 3% 0% 32% 60%
Infotainment 0% 1%
Kids 8% 6% 5% 5% 10% 4%
Others 9% 0% 2% 6%
Title of presentation
Title of presentation

SUMMARISING J&N SEGMENT

• Reduction in GRPs for Ker and TN in YTD 22-23 ~ 35-45%

• Tropicana leads the SOV table with 53% SOV in FY 23

• While BN investment in NW is increasing YOY, their SOV is stagnant at 13% in 21-22 and 22-23 (full year); Similar trend is
observed in YTD scenario as well

• Dabur operating at higher ACD – upwards of 25” while other key players are operating at an ACD of less than 20”

• Dabur and Tropicana have consolidated their spends in GEC and Movies while BN has a wider presence; Focus on HD has
increased

• Dabur is operating consistently with 11-12 WOA with a weekly GRP of ~85-95; Higher PT presence with focus on top
programs;
Other players are operating at lower WOA ~ 5-6
 CORE PROPOSITION IN MESSAGING: HEALTH. LEVERAGES RELEVANT MOMENT
INTERVENTIONS.
DURING COVID USED IMMUNITY
CORE PROPOSITION OF HEALTH BOOSTING AS THE CORE MESSAGING 108 QUALITY TESTS WHICH ENSURES
BENEFITS IN VIDEO ASSETS - #PHIRSEGLASSBHARO GOODNESS FOR FAMILY

YT promotion around the health benefits of fruit juice and leveraging YT promotion around number of tests
topical moments/seasons like Diwali, Rakhi, Summer season etc. Approximate spends in ‘20 on these videos which real fruit juice goes through,
at INR 35 Lakh hence the assurance of quality. Spent
Approximate spends last year on these videos are INR 75 Lakh approximately INR 10 Lakh

• Spent approximately INR 75 Lakh year on year since ‘20

CORE PROPOSITION IN MESSAGING: HEALTH. HAVEN’T PROMOTED TETRA PACKS IN LAST
3 YEARS. FOCUS SHIFTED TO PET

CORE PROPOSITION OF HEALTH

BENEFITS IN VIDEO ASSETS

YT promotion around essentials like iron, nutrients.

Approximate spends on YT in 2108 was INR 2

Cr
COMPETITION

• In last 1year, Real fruit juice has spent around 2.5 -3 Cr on digital

• ~50% of the spend were on YT alone

• Influencer activation were done almost throughout the year and coincided with important season/festvivals like Raksha
Bandhan, Diwali, Summer

• #PhirseGlassBharo was one of the important campaign deployed with multiple celebs (Pooja Makhija, Karan Grover, Ranvijay
Singh, Mira Kapoor, Karisma Kapoor, Himanshi Khurana, Pankaj Bhadouria)

• Tropicana hasn't done much on digital in last 1 year

MEDIA
APPROACH
 MULTI-STEPS APPROACH

Recommend
Arriving at the weights basis Arriving at the Competitive plan approach
SMP MMM EF benchmarks & Phasing
ARRIVING AT SMP FOR JUICES & NECTARS -
CARTON
Market: HSM Reach Frequency Continuity SOV
Competition Low High High High
Communication New Complex High Decay Old
Category Penetration Low Low Medium High HSM:
Category Growth Growing Stagnant Stagnant/Mature Mature
Continuity
Brand Loyalty/ Differentiation Low Low Moderate High
& SOV
Brand Awareness Low High/ Medium Medium/High High
Marketing Objective Expansion Usage / Occasions TOM/ Purchase Cycle Share Gain

Market: South Reach Frequency Continuity SOV

Competition Low High High High
Communication New Complex High Decay Old
Category Penetration Low Low Medium High
South: Reach
Category Growth Growing Stagnant Stagnant/Mature Mature
& Continuity
Brand Loyalty/ Differentiation Low Low Moderate High
Brand Awareness Low High/ Medium Medium/High High
Marketing Objective Expansion Usage / Occasions TOM/ Purchase Cycle Share Gain
MMM WEEKLY GRP RECOMMENDATION

Priority Market Min Threshold Max Marginal Max Return Saturation Point
HSM 41 82 134 166
P1 AP+Tel 26 55 96 169
NE 34 67 110 137
Kar 45 90 146 181
TN 34 67 109 135
P2
Ker 30 60 98 123
WB 42 83 135 168
P3 Mah & Others Spill
TG 2+ U+R

P1 Markets : operate between Max return and saturation point

P2 Markets : operate between Max marginal and Max return
 ARRIVING AT THE EFFECTIVE
FREQUENCY
NW – Operating level @ 3+ South - AP, TN, Kar, Ker – Operating level @ 2+
COMPETITION ACTIVITYIN NW DURING MAR- JUNE
2022 HIGH NOISE ACTIVITY BY TROPICANA
NW NW NE
Real Tropicana Paper boat Axion Real Tropicana Paper boat Axion
4th Apr - 31th 22nd Mar - 30th 18th Mar-22nd 21st Mar - 31st 22nd Mar - 30th 18th Mar-22nd 21st Mar - 31st
Campaign Period May June Apr May 4 Apr - 31th May
th June Apr May

Grp 549 1812 433 538 567 710 274 290

Reach @3+ 38 69 40 25 33 42 26 15
WOA 8 10 4 7 8 10 3 7
Grp/Week 78 181 108 77 74 65 91 41
Min Grp/Month 255 388 129 142 267 137 102 37
Max Grp/Month 349 529 304 251 318 257 172 127
ACD 24 16 22 9 22 10
No of Execution 5 1 1 1 5 1 1 1
SOV 16% 54% 13% 16% 31% 39% 15% 16%
Only Spill Only Spill

Summer campaign in North starts by mid/end Mar

Real operates at 600+ GRPs and a 10 weeks long activity
High Buzz campaign by Tropicana, 1812 GRPs in 10 weeks
Axiom operated at low ACD 9” in NW, 5” deployed only in Hindi GEC HD

Period: Mar- Jun 2022

COMPETITION ACTIVITY IN SOUTH MARKETS (MAR- JUNE)
AXIOM USED REGIONAL ACTIVITY IN AP & KAR

South Markets AP/TEL TN KAR

Real Axion Real Real Tropicana Paper boat Axion
19 Mar - 30th
th 21st Mar - 31st
Campaign Period May 21st Mar - 31st May 1st Mar - 30th June 19th Mar – 31st May 22nd Mar - 30th June 18th Mar-22nd Apr May
Grp 144 376 127 251 237 1072 317
Reach @ 2+ 65 50 16 24 11 63 27
WOA 7 7 7 7 10 5 6
Grp/Week 21 54 18 35 23 214 53
Min Grp/Month 57 31 45 75 50 100 95
Max Grp/Month 70 54 70 102 69 612 136
ACD 31 10 21 10
No of Execution 5 1 5 5 1 1 1
SOV 27% 11% 12% 12% 53% 16%
Only Spill Only Spill Only Spill
Summer campaign in south starts by 2nd /3rd week of Mar
Real used only Telugu GECs SD+HD in AP,
Paperboat and Axiom were the only brand used regional inputs in Kar
Axiom used Hindi GEC HD & Hindi & Regional News channels
COMPETITION ACTIVITY (OCT- NOV) – LOW NOISE
ACTIVITY REAL & AXIOM THE ONLY ACTIVE BRANDS IN
OCT- NOV
NW NW NE
Real Axion Real Axion
Campaign Period 1st Oct - 30th Nov 1st Oct-15th Nov 1st Oct - 30th Nov 1st Oct-15th Nov
Grp 428 148 491 77
Reach @3+ 26 4 40 2
WOA 5 4 5 4
Grp/Week 86 37 98 19
Min Grp/Month 126 135 154 70
Max Grp/Month 349 13 337 7
ACD 22 9 22 9
No of Execution 5 2 5 2
Only News, Movies and HD Spill + Reg. News

South TN KAR AP/TEL

Real Axion Real Axion Real Axion

Campaign Period 1st Oct - 30th Nov 1st Oct-15th Nov 1st Oct - 30th Nov 1st Oct-15th Nov 1st Oct-9th Nov 1st Oct-15th Nov
Grp 106 3 143 34 89 17
Reach @2+ 13 0 17 1 11 1
WOA 5 4 5 4 5 4
Grp/Week 21 1 29 8 18 4
Min Grp/Month 55 2 52 30 39 15
Max Grp/Month 51 0 91 4 50 2
ACD 22 9 22 9 22 9
No of Execution 5 2 5 2 5 2

5 Title of presentation
PLAN APPROACH P1 & P2
MARKETS
Peak Summer ( Mar- May) Festive (Oct-Nov)
Dimensions P1 P2 P3 Dimensions P1 P2 P3

Media mix TV + Print TV Spill over Media mix TV Spill over

Media Max return – Max NA Media Max return – Max NA

Saturation marginal – weight Saturation marginal –
weight point Max return point Max return
EF NW@ 3+, South @ 2+ EF NW@ 3+, South @ 2+

WOA 8 weeks WOA NW:3 Weeks, South: 4 weeks

Impact Top ACD 15 Sec

Programs +
integration
in regional
second
line
channels

ACD 15 Sec
PROPOSED IMPACTS
In Program Integrations
Platforms: Non –Fiction shows/ Talk Shows
on regional channels – Eg: Zee Punjabi “Dil
Diyaan Galla”
Objective: To drive Engagement & To
bring alive the BN proposition l
Idea: In show brand integration and
Product Display on shows leveraging
relevant moments
Fruit trivia on News Channels
Platforms: News channels
Objective : To educated about the
benefits of fruits and fibres
Idea: Trivia on News channels branded
by B Natural on Regional News channels
Sponsorship of health related shows
Platforms: Health related shows on
channels
Objective : To highlight B Natural is
enriched with fruits and fibres
Idea: Sponsorship of shows - Anchor
mentions along with FCT and Non- FCT
element during show.
 ESTIMATED PLAN EVALUATION –
FY’24
Priority Market GRPs Ots 1+ 2+ 3+ 4+ 5+
Delhi 2089 27 78 72 67 62 58
NW 1601 22 74 66 60 56 52
P1
AP+Tel 2300 27 83 76 70 66 61
ANE 1210 19 65 56 49 44 40

TN 1080 13 80 70 62 55 50
P2 KAR 1320 16 82 75 69 63 59
KER 962 14 71 60 51 44 39
P3 WB 481 11 48 39 33 28 25
TG: 22-40 AB U

NW: 11 weeks (8 weeks in Summer and 3 weeks during festive)

AP: 15 WOA, 11 weeks in summer and 4 weeks in Festive
Rest of South 12 weeks ( 8 weeks in Summer, 4 weeks in
festive)
 ESTIMATED PLAN EVALUATION – 1ST BURST (MAR-
MAY)
Priority Market GRPs Ots 1+ 2+ 3+ 4+ 5+
Delhi 1519 20 76 68 62 57 52
NW 1166 17 71 62 55 50 45
P1
AP+Tel 1700 21 81 70 65 62 58
ANE 880 14 62 51 44 38 34

TN 720 9 77 65 55 47 41
P2 KAR 880 11 79 69 61 54 48
KER 640 10 67 53 44 37 32
P3 WB 350 8 45 35 28 24 20
TG: 22-40 AB U

8 weeks of activity for P1 & P2 both

AP - 11 weeks of activity, as a test market activity will be started last week of Feb
 ESTIMATED PLAN EVALUATION – 2ND BURST (OCT-
NOV)
Priority Market GRPs Ots 1+ 2+ 3+ 4+ 5+
Delhi 572 9 67 55 46 39 33
NW 438 7 61 48 39 32 27
P1
AP+Tel 594 9 70 56 46 40 34
Assam / North East / Sikkim 330 7 49 36 28 23 19

TN 360 6 68 52 40 31 25
P2 KAR 440 7 71 58 47 38 31
KER 320 6 56 39 29 23 19
P3 WB 150 5 37 25 18 14 11

TG: 22-40 AB U

3 weeks of activity for NW & 4 weeks for South markets

 PROPOSED PHASING
• Activity in AP will start from 1st Mar and continue till mid-May
• TN & Kar will begin by Mar 20th and finish in the mid-May
• Ker will finish little early - in 1st week of May
• HSM, ANE will be starting after 2 weeks and continue till end May
• During 2nd Summer 3 weeks in HSM & 4 Weeks in South markets

1st Burst 2nd Burst - 4 weeks Total

1st Mar -6th Mar 7th - Mar 14th - Mar 21st -26th Mar 27 -2
th nd
3rd April-9th 10th April- 17th April- 24th April- 1st May- 8th May- 15th May- 22nd May-29th 1st Burst 2nd Burst
Medium Priority Market Mar April April 16th April 23rd April 30th April 7thMay 21st May May Total Grp Oct - Nov '23 WOA GRPs GRPs Total Inv in Lac
13th 20th
14thMay

HSM 153 153 143 143 143 143 143 143 1166 3 weeks 435 GRPs 11 weeks 1166 435 1601 718

P1 APTL 166 166 166 166 166 158 158 149 149 132 123 0 0 1700 4 weeks 600 GRPs 15 weeks 1700 600 2300 64

ANE 116 116 108 108 108 108 108 108 880 3 weeks 330 GRPs 11 weeks 880 330 1210 35

TN 100 100 95 84 89 89 89 74 720 4 weeks 360 GRPs 12 weeks 720 360 1080 37
TV
Kar 117 117 108 108 108 108 108 104 880 4 weeks 440 GRPs 12 weeks 880 440 1320 21
P2
Ker 96 96 96 96 96 96 64 640 4 weeks 320 GRPs 11 weeks 640 320 960 23

Mah 132 132 123 123 123 123 123 123 1005 3 weeks 430 GRPs 11 weeks 1005 430 1435 HSM Spill

P3 WB 46 46 43 43 43 43 43 43 350 3 weeks 150 GRPs 11 weeks 350 150 500 HSM Spill

Total 897

Print for respective market cluster to be deployed closer to TV campaigns

PROJECTED SOV – FY’
24
1st Burst 2nd Burst
Market Brand Projected GRPs Projected SOV Projected GRPs Projected SOV
NW B Natural 1166 27 435 38
Estimated Category 4255 1145
APTL B Natural 1700 41 600 77
Estimated Category 4098 779
ANE B Natural 880 34 330 33
Estimated Category 2624 987
TN B Natural 720 41 360 70
Estimated Category 1740 516
Kar B Natural 880 29 440 67
Estimated Category 3071 661
Ker B Natural 640 43 320 69
Estimated Category 1502 463
India U B Natural 1006 30 377 43
Estimated Category 3390 883

With proposed weights basis SMP : SOV to be increased in NW

PROJECTED SOE – FY’
24 1st Burst 2nd Burst
Market
Brand Projected Spends Projected SOE Projected Spends Projected SOE
NW B Natural 548 20 170 17
Estimated Category 2654 988
APTL B Natural 49 60 15 50
Estimated Category 83 29
ANE B Natural 27 62 8 44
Estimated Category 43 19
TN B Natural 24 63 12 83
Estimated Category 39 15
Kar B Natural 14 15 7 32
Estimated Category 83 21
Ker B Natural 15 45 8 67
Estimated Category 34 11
India U B Natural 678 21 219 20
Estimated Category 3208 1080
TV+ STRATEGY TO BOOST REACH IN YOUNGER TG

TG: F 22-40 AB U TG: F 22-30 A U Incremental reach through Digital

TG: F 22-30 Frequency
Priority Market GRPs Ots 1+ 2+ 3+ 4+ 5+ Market GRPs Ots 1+ 2+ 3+ 4+ 5+ A Level TV Digital TV+ Digital
Delhi 2089 27 78 72 67 62 58 Delhi 1650 22 74 66 60 55 51 Delhi Reach @ 3+ 60 18 67
NW 1601 22 74 66 60 56 52 NW 1250 18 68 59 52 47 43 NW Reach @ 3+ 52 18 61
P1
AP+Tel 1798 22 82 74 67 62 58 AP 1465 23 64 57 52 47 44 AP Reach @ 2+ 57 40 74
ANE 1210 19 65 56 49 44 40 ANE low sample size ANE Reach @ 3+ NA
TN 950 12 77 65 57 50 44 TN Reach @ 2+ 65 15 70
Kar 1150 15 76 67 60 54 50 Kar Reach @ 2+ 67 25 75
TN 1080 13 80 70 62 55 50
Ker low sample size Ker Reach @ 2+ NA
P2 KAR 1320 16 82 75 69 63 59
WB 400 10 41 33 28 24 21 WB Reach @ 3+ 28 10 35
KER 962 14 71 60 51 44 39
P3 WB 481 11 48 39 33 28 25

• Lower reach in younger TG across markets is being delivered by the TV Plan

• Using the video planning process to calculate the digital reach required to achieve similar reach in
younger TG
• In Digital – Video platforms like YT, OTT and CTV to drive incremental reach

6 Title of presentation
ONLINE VIDEO + CTV TO STRENGTHEN TV+ APPROACH

Extending presence on Long tail video platforms

Targeting audience basis geo and premium for incremental reach. Targeting inventory on
audience filters female skewed shows
Targeting
Targeting F 25-34
F 25-34 + Top 20% HHI
Shows & Behaviour :
Markets: Delhi, NW, AP+TL, KAR, TN and WB GEC shows similar to TV

Markets: Delhi, NW, AP+TL, KAR, TN and WB

MONTHLY MEDIA ESTIMATES MONTHLY MEDIA ESTIMATES

Available Planned Available Planned 4.17 MN

5 MN 2.8 MN 7 MN
Base Reach Base
Reach
Avg. 60% Avg. 3
Reach% 60% 3 Reach%
Frequency
Frequency
Investments 15 LACS Investments 40 LACS
 TAPPING INTO CONNECTED TV CONSUMERS TO FURTHER
PENETRATE WITHIN NCCS A TG

• With smart TVs becoming more & more

affordable, a number of households are
replacing their old linear TV set

• OTT content is now driving the smart

TV growth

MONTHLY MEDIA ESTIMATES

Available Planned
6 MN 3.6 MN
Base
Reach
Reach% 60% 3
Avg.

Investment 16 LACS Frequency

SOV BUY ON KIDS SHOWS ON
DIGITAL

MAINTAIN HIGH SOV BUY ON KIDS CENTRIC SHOWS TO

BUILD IMPACT ACROSS MOTHER TG
BUDGET

Proposed Budget in L
ATL Approved Budget in L
1st Burst 2nd Burst Total

TV 650 627 261 888

TV + (Digital Video) 0 213 71 284
Print (Only through Barter) 0 0 0 0
ATL Media 650 840 332 1172
DEEP DIVING INTO THE ACT STAGE

Reach Act
Active Health seeking Moms
Demographic Audience: F, 25-40, AB, U , Traditional
AUDIENCE SEGMENTS
Sharp Targeting F, 25-30, A, U Moms, guilt Conscious moms
,

MEDIA TASK Awareness Consideration

Role of TV: Primary Medium to Drive Reach Role of Digital: Primary Medium to drive Consideration. 1.
ROLE OF MEDIA Role of Digital: Support Medium to build Precision Targeting with Nuanced Communication for
Incremental Identified Cohorts 2. Build Preference for Identified Cohorts
Reach across Key Markets

Focus On Ease Of Availability Of Fiber & Health Benefits

COMMUNICATION HOOKS Fruit Bhi fiber Bhi- Core Communication

TV Digital: Instagram, Facebook, YouTube, OTT, Display & Video

PLATFORMS TO ACTIVATE
Digital: YT 360, Glance

DIGITAL: Views & VTR

KEY MEDIA METRICS DIGITAL: Reach
Media will be optimized for Middle Funnel Action
TWO KEY TASKS IN THE REACH
STAGE

PERSONALIZED COMMUNICATION
BUILD PREFERENCE
THROUGH PRECISION TARGETING

Drive personalized communication Build preference for BNaturals Tetra

through precision targeting across by addressing their key proposition
relevant platforms & touchpoints around fiber through influencer and
keeping in mind the key proposition of content integrations
THE HVA.

Platforms to Activate Platforms to Activate

DEEP DIVING INTO DRIVING PRECISION TARGETING THROUGH
PERSONALIZATION

PERSONALIZED COMMUNICATION
BUILD PREFERENCE
THROUGH PRECISION TARGETING

Drive personalized communication Build preference for BNaturals Tetra

through precision targeting across by addressing their key proposition
relevant platforms & touchpoints around fiber through influencer and
keeping in mind the key proposition of content integrations
THE HVA.

Platforms to Activate Platforms to Activate

ADDRESSABLE COHORTS TO TARGET
PRIMARY HVA - MODERN HEALTH
CONSCIOUS MOMS
ACTIVE HEALTH
SEEKING MOMS
Moms who actively look after
their own & children’s health
needs and make a conscious
effort to have a right nutritional
balance of diet and other
activities
GUILT CONSCIOUS
MOMS
Moms who try and avoid junk &
unhealthy food as much as
possible. They try to inculcate
healthier lifestyle habits in their
own and children’s lives
PRIMARY HVA - TRADITIONAL
MOMS
TRADITIONAL
MOMS
Non Working. Loves socialising.
Follows traditional methods to
take care of family. Follows basic
rituals. Tends to use products
with natural ingredients to take
care of family.
 ASSIGNING KEY HOOKS BASIS COHORTS

ACTIVE HEALTH GUILTY CONSCIOUS TRADITIONAL

SEEKING MOMS MOMS MOMS

Presence of Fruit & Zero Preservatives Nutritional Benefits

KEY HOOKS & Nutritional Ingredients & Flavors In A Pack
Fiber
FURTHER, ARRIVING AT THE ADDRESSABLE SIGNALS ON DIGITAL BASIS
THE HVA AUDIENCES
ACTIVE HEALTH SEEKING MOMS
Demo F – 25-45
Prioritizing Audiences Primary Audience
Moms who actively look after their
children’s health needs and make a
conscious effort to have a right
HVA Descriptions nutritional balance of diet and other
activities
People in India who are interested in;
• Parenting Activities & Platforms
– Lego, Disney Junior, Child
care, Zara Kids, Play-Doh,
FB Addressability Nickelodeon
Signals
AND
• Health Lifestyle – Healthy Habits,
Healthy Food, Living Healthy, Fruit
Salads etc
Addressable Audience Size 12 Mn
7
GUILT CONSCIOUS MOMS
F – 25-45
Primary Audience
Moms who try and avoid junk &
unhealthy food as much as possible.
They try to inculcate healthy eating
habits in their children’s daily habits
People in India who are interested in;
• Food Habits – Pizza Hut,
Dominos, KFC, McDonalds, Papa
Johns etc
AND
• Choose Alternative Habits–
Diet Soda, Jogging, Green Tea,
Nutrilite, Sugar Substitute etc
6.4 Mn
TRADITIONAL MOMS
F – 25-45
Primary Audience
Follows traditional methods to take
care of family. Follows basic rituals.
Tends to use products with natural
ingredients to take care of family.
package food
People in India who are interested in;
• Parenting Activities - Barbie,
Disney Princess, Gift, Toys,
Lego, Hot Wheels, Disney
Junior, etc
AND
• Traditional cooking recipes,
Cooking recipes, Indian
recipes, indian television
shows, indian reality shows
17.8 Mn
 DEPLOYING THE ACE FRAMEWORK FOR PERSONALIZATION
BUSINESS & COMMUNICATION GOALS
DATA, INSIGHTS & PARTNERS

1:1
MESSAGE
PERSON PLACE INCREASED EFFICIENCY
MOMENT
& EFFECTIVENESS:

BEHAVIORAL DATA: INTEREST DATA: MATCH MESSAGE RELEVANCE TO

SIGNAL DATA: MEDIA REACH & SCALE
“WHAT YOU’VE DONE” “WHAT YOU ARE
CONSUMING” “WHATS
(e.g. eComm shopper, HAPPENING”
entertainment buff, (e.g. Music content, Sports (e.g. weekday vs. weekend)
high HHI) content)
IDENTIFYING THE QUALIFIERS TO CHASE HVAS

HVAS

PERSON

BEHAVIORAL DATA:
ACTIVE HEALTH GUILT TRADITIONAL
SEEKING CONSCIOUS MOMS
“WHAT YOU’VE DONE”
MOMS MOMS
(e.g. eComm shopper, entertainment
buff, high HHI)
IDENTIFYING THE TOP PLACES FOR OUR
COHORTS
AFFINITIES POINTS

MOMS

Affinities Audience Index

%
Music 55 102
Technology 45 101
Sports 45 99
PLACE Food & drink 65 115
Travel 50 103
INTEREST DATA: Films 42 102
Photography 45 105
“WHAT YOU ARE CONSUMING”
Gaming 35 101
(e.g. Music content, Sports content) Fitness & exercise 65 114
Fashion 65 134
General News 45 100
Business News 34 105
Beauty / cosmetics 65 112
Dance 51 108
Celebrity news / gossip 55 94
8 Title of presentation
IDENTIFYING KEY TRIGGERS OF MOMENTS

MOMENTS

WEEKBANDS FAMILY MOMENTS

Weekday Weekend Trips, Vacation

Weekends GET TOGETHER

MOMENT
FESTIVALS
TIMEBANDS
SIGNAL DATA:
Mornings
“WHATS HAPPENING”

(e.g. weekday vs. weekend) Evenings

Afternoons

8 Title of presentation
 CUSTOMIZING MESSAGING BASIS PERSON, MOMENT &
PLACE

PERSON PLACE MOMENT COMMUNICATION & PRODUCT

MAPPING

ACTIVE HEALTH SEEKING MOMS

TIMEBANDS WEEK BANDS
Morning Weekday COMMUNICATION 1
GUILT CONSCIOUS MOMS Music
Afternoon Weekend COMMUNICATION 2
TRADITIONAL MOMS Technology
Evening COMMUNICATION 3
Sports
Night
Food & Drinks
Travel FIXED MOMENTS FLUID MOMENTS

Film Festivals – Diwali, Holi, Weekend Gateaway

Christmas
Gaming Platforms
Special Days Plans
Fitness & Exercise
Seasonal Holidays Events

College Placement Work & Assignments

 CUSTOMIZING MESSAGING BASIS PERSON, MOMENT &
PLACE

PERSON PLACE MOMENT COMMUNICATION & PRODUCT

MAPPING

ACTIVE HEALTH SEEKING MOMS

TIMEBANDS WEEK BANDS
Morning Weekday COMMUNICATION 1
GUILT CONSCIOUS MOMS Music
Afternoon Weekend COMMUNICATION 2
TRADITIONAL MOMS Technology
Evening COMMUNICATION 3
Sports
Night
Food & Drinks
Travel FIXED MOMENTS FLUID MOMENTS

Film Festivals – Diwali, Holi, Weekend Gateaway

Christmas
Gaming Platforms
Special Days Plans
Fitness & Exercise
Seasonal Holidays Events
 PERSON | ACTIVE HEALTH SEEKING MOMS

PLACE | MUSIC APPS

ARE YOU DONE WITH YOUR MORNING
WORKOUT? WE DON’T THINK SO. GRAB YOUR
100% B nATURAL JUICE

MOMENT | LISTENING MUSIC ON A WEEKDAY

MESSAGE | ARE YOU DONE WITH YOUR

MORNING WORKOUT? WE DON’T THINK SO.
GRAB YOUR 100% B NATURAL JUICE.

DISPLAY | DV 360: ACTIVE HEALTH SEEKING MOMS

ACTIVE
HEALT
INETRVENE AT THE RELEVA-NT
MOMENTS
10:23
Friday 11/02

Showcase B Natural Ads first thing in the

morning to relevant consumers asking them
to add fiber to their daily diet.

Targeting:
Time band: 6 to 9 AM
Demo + Geo ADD SOME FIBER TO YOUR BREAKFAST.
Mothers GRAB YOUR FIBER RICH B NATURAL JUICE

Net Cost: 30-35L

BUILDING PREFERENCE THROUGH RELEVANT PRECISION DRIVEN PLATFORMS
TARGETING MOMS NEAR USING MOM PERSONA’S DRIVING TARGETING USERS IN
PREMIUM SCHOOLS PREFERENCE ENTERTAINMENT ZONES
LivingAds – Video Poll

LivingAds – Hot Or Not

Targeting moms booking online tickets on

Reach out to mothers around premium Engaging with mothers with different platforms for kid’s entertainment zones.
schools through polygon targeting to build creatives & formats basis their personas to Engaging with the kids through gamifying a
relevance drive preference digital booth for collecting tetra fiber
points and winning prices

Net Cost: 10-20L Net Cost: 20-30L Net Cost: 10-15L

DEEP DIVING INTO BUILDING PREFERENCE FOR
TETRA

PERSONALIZED COMMUNICATION
BUILD PREFERENCE
THROUGH PRECISION TARGETING

Drive personalized communication Build preference for BNaturals Tetra

through precision targeting across by addressing their key proposition
relevant platforms & touchpoints around fiber through influencer and
keeping in mind the key proposition of content integrations
THE HVA.

Platforms to Activate Platforms to Activate

 WHERE IS THE
FIBER?
SEARCH FOR FIBER USING MEDIUMS TO THE REVEAL – SHILPA SHETTY
NATIONWIDE HUNT
BEGINS DIALUP THE EXCITEMENT BREAKS THE SILENCE
Create curiosity on through Leveraging other mediums, She comes live on social platform
We create a nationwide hunt for the
presence on reality TV, shows; Top influencers, personalization and and announces that fiber has been
fiber hijacking ads, shows, social,
news channels & using Radio for various affinities for excitement found in the Tetra bottle
influencers taking over internet quizzes to win prices

NOMATTER WHERE YOU LOOK, SEND US THE ASNWERS TO WIN

EVERYONE IS LOOKING FOR FIBER EXCITING HAMPERS
BREAKING NEWS
INFLUENCING THROUGH MOM
INFLUENCERS
Leveraging Celebrity Mother Influencers Partnering with Parenting Specialized Platforms

Leverage mother influencers who can talk

about the benefits of fiber in their and their Curate specialized content around the
family's day to day diet and how they benefits of fiber and drive preference to
consider B Natural juices to be an integral Bnaturals juices
part of it.

Net Cost: 50-60L Net Cost: 30-40L

PAG AND COST SUMMARY

1st Burst - Summer (Mar-May) 2nd Burst - Nov Total

Mar
1st Mar - Mar 7th
WOA
st th
14th - Mar 21 - Mar 27 - rd
3 April-9 th
10th April- 17th April- 24th April- 1st May- 8th May- 15th May-21st 22nd May-29th Jun July Aug Sep Oct Nov Dec Jan Feb Mar
6th Mar -13th th th 16th April 23rd April 30th April 7thMay 14thMay May May
20 26 2nd April April
Grp
153 153 143 143 143 143 143 145|3 wk
143
166 166 166 166 166 158 150|4 w
158 149 149 132 123
116
116 108 108 108 108 108
100 100 95
108
117 117 108
84 89 89 89 74
96 96 96
108 108 108 108 104
132
96 96 96 64
46
132 123
30