1. gamechanger Introduction presentation November 22, 2013

2. What do we do? 1 We first understand the Brands challenge 2 We then understand their Consumer Behaviour 3 We stitch a Solution based on our Experience & relevant Technology

3. How are Brands currently using Mobile? 1 2 3 Reach 4 Acquire Communicate / Interact / Engage Gratify

4. How Consumers use mobile? Most Effective Medium: Visual Videos AR/RM Social 1 INDIA 2 Most Effective Medium: Interactive Miss Call IVR SMS USSD INDIA 3 Most Effective Medium: Passive Miss Call Voice Calls INDIA

5. What we offer on Mobile? 1 AUGMENTING MEDIA - Make any TV/ Print/ OOH Ad interactive to the consumer by adding a Call to Action. 2 PURCHASE LED CRM - Profiling consumers based on Purchase Pattern, Life time Value, Life cycle and much more. 3 BTL INTEGRATION - Digital Data 100% accuracy, opt in under TRAI*, useful for retargeting, process efficiency 4 DIGITAL GRATIFICATION - Instant Digital Gratifications like Top Ups, Ringtones, Wallpapers help engage customers 5 FEEDBACK RESPONSE CAPTURE - Capture responses and feedback in real time. 6 RURAL MARKETING - Use mobile as a medium to reach media dark markets where tradition media is ineffective.

6. 1 AUGMENTING MEDIA Make any TV/ Print/ OOH Ad interactive to the consumer by adding a Call to Action.

7. 2 PURCHASE LED CRM Profiling consumers based on Purchase Pattern, Life time Value, Life cycle and much more. Consumer Life-cycle Customer Lifetime Value Purchase Pattern

8. Talk to my Mum about Cognitive Skills, Motor Skills, Diet Talk to my Mum about Skincare, Nutrition, Vaccines Identify and prioritize Consumer Life Cycle Life Cycle of the Consumer Purchase Pattern Relevant Engagement Monitor Loyalty 0 year ABG123 ABG 200 Infant 1 year ABG 245 2 year ABG 236 ABG 300 Sales Toddler 3 year ABG 320 Not Bought

9. SMS STAYFREE < SFMOLMR1 > to 9902099020 575758 Consumers buy Stayfree SKU, sends SMS with the unique code and continues to cumulate the loyalty program points STAYFREE < SFMOLMR1 > STYFRE Your coupon has been redeemed. The no of points added in your STAYFREE account is 20 Stayfree Points

10. 3 BTL INTEGRATION Digital Data 100% accuracy, opt in under TRAI*, useful for retargeting, process efficiency Operational Efficiency Consumer Identification Please collect your free sample Code : 123456 User gives a Missed Call on the Toll Free Customer Database On giving a Miss Call, a Unique 6 digit code will be sent to the User, this 6 digit code can be redeemed with the Promoter for a free sample at the Sampling booth DB Telecom Regulatory Authority India

11. Digital Registrations To Register SMS: Venue Code Name Gender Age and send it to 9920099200 On Registering, the User will receive a Unique Code which becomes his/her Digital Identity Digital data is now available for re-engagement, No paper work!

12. 4 DIGITAL GRATIFICATION Instant Digital Gratifications like Top Ups, Ringtones, Wallpapers help engage customers

13. 5 FEEDBACK RESPONSE CAPTURE Capture responses and feedback in real time Give a miss call to pledge! IVR Based Feedback Activity Benadryl starts acting in how many minutes on cough? Press 1 for 15 Minutes Press 2 to for 25 Minutes Press 3 for 30 Minutes 2.4 Crore miss calls Where did you read this advertisement? Press 1 for Magazine Press 2 for Print Press 3 for Radio

14. 6 RURAL MARKETING Use mobile as a medium to reach media dark markets where tradition media is ineffective. Impact 3m people engaged 29m times Average engagement 9 times High brand salience built: Almost 85% of eligible respondents were able to recall the brand Highly accurate targeting: 55% of the respondents reached by the activation do not own television. The activity was aimed to reach at least 20% non-television households High brand awareness built/high content relevance: The brand & the benefits of the brand were among the key elements recalled from the activity upon aiding, whereas the Pati-Patni jokes/chutkule were the highlight at both unaided & aided stages. Direct impact on consumer behavior: 24% have started using Wheel most often now-a-days.

15. Strategic Approach to Mobile Create a Long-Term Property BTL Activations KKD + Mobile KKT based on Mobile Active Wheel on Mobile