 Hi, morning everyone. Weekend was quite stressful when I was told to have this presentation and I was struggling to figure out which brand do I pick up so that there could be a little bit of a case study talking about then and now marketing. Also wanted to ensure that it's not a lot of gyan and concepts and this can happen. This is the way the world is going to transform and change. So whatever I've put in, put across some slides and I'll try to talk and in the process I also realized it will become very old when I can talk about then and now but the challenge is always to stay contemporary. So I've finally decided to pick up a brand which is closest to a commodity. This is the brand and she mentioned Ashirvath. So this is the brand that I'm talking about. It's now about six and a half thousand crore. It enters around 35% of all India urban households. It's 40% in by volume when it comes to the category branded out of category. So lots of drum beating I've done right now but let's come to the point. Let's try and talk you through how this journey has been. So next 20-25 minutes I'll talk you through the 20 years of journey that the brand has gone through. This was the time 2002. She mentioned May. It's actually 25th May. So last year we just completed our 20th year. So very very small branded data as part of the entire Rata wheat chain. It's still small. It's still around 15% of the entire Rata wheat category at an all India urban level. Forget about the rural part at an urban level it's only around 15%. So when we wanted to enter the category the usual set of consumer problems came through which is consistency. You will find that there is lack of husk in the product that required quantum of fiber and so on and so forth. So there was consistency as an issue. We had a strong agri background and a backbone behind that and so we said that okay and we solved this problem. And yes we can because we will be going to the farmers directly picking up the wheat from them and would do the necessary in terms of providing a consistent product whether it's a harvest period or a non-harvest period. The other obvious fact that came from consumers is that we need Rata but we needed very fresh. So that's a supply chain issue that we needed to solve as well as manufacturing unit issue. So we ensured that the distance to market was very low at that time. I think it was around 250 odd kilometers now it has come down significantly which is around 130 to 135 kilometers for manufacturing unit to a consumption center. So through that what we ensured that we had a large learning curve around what are the wheat category types of wheat which we would take and keep with us throughout the years to provide the consistent product. But let's come to the marketing piece. So into back in 2002 we said that okay if Ashirva needs to get built there is an angle of freshness there is an angle of consistency that we are going to talk about and that happens because we know Rata we know wheat right. And when we are talking about the home maker then it was obvious to talk about the fact that she is an active nurturer. So let's look at the first piece of content created in back way back in 2002. And we will look at this journey from here onwards how marketing has got has transformed for Ashirva. Right so you look at the entire semiotics of the communication look at the home maker that was portrayed very different from if you would like to portray a home maker today. Co-hortization which we talked so much about today started way back then because it was the same brand and we had to talk two different stories to take this product back across to consumers. While in north it was an everyday staple continues to be a 20 kg consumption per household per month and where back down in south it entered because doctors told them that we should consume we should move from rice to Rata because that keeps you healthy and hence you needed a communication which is all about activeness. So so called geo based segmentation started right back then with the same brand moved in now you will see the two packs on the two sides of the screen and you will see that there are significant differences while one had the traditional chakki in it. The other had an aspiration pulka which was very difficult for a home maker down south to really make but they always aspire to make a pulka out of that Rata there and you had that symbol of trust it was considered to be a north based brand because it was in the category of Rata and we so you needed to build that angle of trust with the consumers. Now it was just not about these visual cues let's look at and I talked about the fact that this category and the brand was considered to be up from north so if you ask ask the consumer down south where does wheat come from so Punjab even today that's that's the perception so you wanted and needed to make the brand from the from that market and hence this communication so the culture codes are coded back into the content piece we have to ensure that there is a relativity of the brand down south so the ease with which she danced is the ease with which you can make roti it's always has been a tough one for them down south to make rotis easily and it needed to have the culture code there right so we see the story telling there and I don't know if there are people from east here the category codes in east had very different meaning system which is all about fiber and hence keeps you active because of the presence of fiber in the category of Rata and it is in Bangladesh so I'll play that and these are all to talk about that entire concept of co-ordination you but so you have this typical Bengali cliche person person a building that is there that's saying that they're very lazy they really don't want to do much but they are very good in talking right so they will always say I can do this I can do that but they will end not end up doing much so these are the two brothers the younger brother is like that cliche persona and he doesn't really want to do much whether the elder brother ends up doing a lot more work than the younger brother and the finally these story ends talking about the presence of our shiva in the meal makes the elder brother active and chat potty and all that so why I wanted to show all of these where that the concept of segmenting consumers and having story told in their language and their context for higher resonance higher relevance was there in fundamentally in our marketing principles and not not talking about our shiva the right to see for that matter it is true across organizations and brands which was there then now we will see how it has transformed but fundamentals have not altered in a big way over time and over time things have altered and content pieces have changed and brand personas have evolved the consumer personas have evolved and so on and so forth I'll cut to 2018 1718 and now 1819 roughly and we'll take the story of ashiva multi-grain forward and see how those fundamentals have altered so ashiva multi-grain is all about a lot of fiber and we took up the story of digestion and that's the consumer benefit that we wanted to portray right so we will see the transformation in the marketing process and hopefully now this is the most understood consumer benefit of digestion now gut health has multitude of outcomes if you eat well if your gut is good then you look good you don't have pimples if you eat well then you are active more you have stamina throughout the day and so on and so forth but let's look at this was the TVC done and then we'll see how life has transformed so this is the most common perception of digestion or easy to understand you ashiva data with multi-grains full of fiber your family's digestion the rake bhai al ashiva data with multi-grains happy tummy for a happy you from my tc right so very easy to understand benefit with respect to digestion but let's now look at how this same core message now gets transformed given the current context in which we are trying to build brand equity and this is all being now driven by digital and hence led a lot by the data that you're generating basis your digital processes now the first step that we are talking about is creating digital first creatives so the the idea is to create different kinds of consumer base and if you see here on the screen there is a sedentary lifestyle a consumer like me who thinks that he should do a lot of exercises but doesn't end up doing it and then there are people who would like to avoid hunger pangs and eat less help me manage my meal consumption and that's why there is a content for them so let's let's play one of them attention please hmm it's a size okay similarly you will have content created for let's take another segment of consumers who are trying to avoid attention please okay so different kinds of consumer segments different kinds of cohorts and for each kind of cohort you would be constructing content and then you would be targeting those cohorts with the content it's something that we have been doing now for some time at a at a pan industry level right and if you see across even there are certain lookalike segments from your first party data and we will talk about a first party data a little more now what happens is as you take these content forward you would be doing these segmentation using one of your publisher platform in this case let's say google and they will give you lots of segments and then you will be trying to push across your content basis those segments but they are not watertight compartment segments there are lots of overlap as far as those segments are concerned so to avoid that and make things sharper for yourself then what did we finally end up doing so let's take the first segment of consumers active seekers of fiber solutions you have created a content for them you will sharp target those consumers after three frequency in fact four frequency you will see that there is a consumer base who do not react to your advertisement piece so you will show you will exclude those who have reacted who have seen through senior ad and then you will exclude them and show them the second ad and in the process you are sharp sharpening your segment base on let's say in this case dv360 right so you will be sharpening your consumer base there and each of those segments so that's what you see here the viewer of the ad one goes into the consideration segment and we show them the second ad which is the consideration ad and from there on you take him take them down the funnel to the purchase intent of the bottom funnel content but those who did not finally react to the first piece of ad are excluded the those who have reacted excluded and the rest are shown the second piece and so on so forth this is to sharpen your segments that dv360 had given you just to ensure that those not so watertight components are now further sharpened when you are trying to target them the obvious is true that when you're trying to reach them out not only through google or youtube but you're also trying to reach out through meta and its platforms you would be constructing content bases what are the best practices for the platform so that the user segments are connected or reached out rightly and through the process we ended up creating many many assets and this what we are talking about and this is these are sets of content that you would be generating through the funnel right and when you are really when we went ahead and did this targeting it was not only just using the algorithms of facebook or a perf max at google etc but you would also we wanted to use certain ai algorithms the jury is still out how efficient they are we have been using them at scale now where it's the media deployment is through an ai channel which is across all platforms whether it's otte facebook as in meta or or google whether it's gdn or youtube so that we can build in the efficiency of that hundred to be that is there in your wallet across all the platforms in these are just some scores to exemplify that moving on from there it is just not about the content piece that you are pushing to the consumers through cohorts but if there is a call to action and when the consumer is clicking on it your landing page or that means you are bought a mid funnel assets your own assets are they in sync so for example if you are if you've been shown the sedentary lifestyle and you have clicked on that the when you land of the land on your own digital asset the page for that should also be in sync i should not see that content and land on a page which disconnects with me and that translates into a lot of of course bounce rates etc but our idea was also to understand this better and create something what we call as the good quality consumer base and that means it's a combination of the first one on there that's called the in-market interest and the high interest which is basically based on time spent how much have you scrolled on your on our ashrad website when we have taken them there and basis that what we construct is called the good quality traffic we ignore initially the mid quality traffic and those of course were bounced from there and these are examples of different kinds of landing pages that you have so that you generate this good quality consumer base at scale when you are doing your marketing of course you cannot ignore vernacular content when you are when you're creating these at a pan pan india level moving on when you're using this first party data the point was then till now what you have seen is a lot of push marketing still but then what about the pull part of the marketing and hence where we are now talking about that as brands we just not we should not just think about as advertisers but as publishers and hence content creators and that led to the rise of the platform called happy tummy now happy tummy is a platform which is only about digestion and hence we started with a very sharp central idea called digestive quotient so you come to the platform you take a test around digestive quotient and then starts the journey with consumers so lots of routes to bring traffic to the platform right from PR to ad campaigns and so on and so forth and then there are multitude of ways to engage with the consumers when they land on the platform so there are recipes to engage with the consumers there are nutritionists there to engage with the consumer to make the engagement stronger deeper and there are few a lot of nutritionist consultations that that was provided and so on and so forth these are examples of that and of course somebody was presenting just before me and there was an influencer part of the conversation that happened of course we used your influencers to demonstrate we use influencers primarily to demonstrate the usps of the brand and those were also used at scale and this is how it all started as a journey and the interesting part is that the first fear factor that comes to brands is that what is the cost of acquisition really can you really manage a content-based approach or a pull-based approach and what we ended up seeing is we could drive traffic to the platform at just rupees 30 the journey started with somewhere around 750-800 rupees on cost of acquisition and now we are in a position of generating traffic at just 30-35 rupees it is now moved down to 30 these are some examples of that and search of course and SEO based all the work done based on SEO whether it's the back linking piece and so on so forth helped the other interesting piece that you will see is that the the testimony of consumer engagement is the bounce rates would keep coming down we also saw that a lot of people are coming to the platform because they wanted a meal solution a meal plan solution around high fiber and that was the second set of levers that we unleashed in order to generate a lot of consumer pull and repeat repeated views and and stickiness and so on and so forth so you see all these charts which are talking about hence your how has the matrix improved whether it's with respect to dq or with respect to the meal plans moving on now as you have generated a lot of first-party data on your platform you now knew a lot more about your consumers so you know low dq score people you know mid dq score people you knew high dq score people you also knew people who are actually consuming less of fruits people who are getting stressed and they are not sleeping well in the night so there's a lot more information that you are generating because they were landing on your own platform and that's led to a lot of content that you push and you see that I don't think whether you guys can read them properly but let's say the first one is about set of consumers whom we saw as a segment who consumes a lot of less who do not consume a lot of fruit and you would design a content piece for them these are all from that perspective that you are going to generate resonance with the consumers and in the process build your brand and and again one of the key data points or matrix that you're going to measure for is the declining zero resonance traffic the as it keeps going down you know that your content strategy is working sharply in order to generate the desired equity and of course you're measuring equity on the side very quickly the there is a set of new muscles we know about the the value that consumers now give about authenticity there's a lot of conversation about organic today but organic mostly from the perspective it doesn't have chemicals but we wanted because of that strong back end or backbone that we called out we have the ability to trace back to the farm from where we have where we have bought the organic wheat from and hence we build a traceability tool which you can scan you will get the certificate you will see the farm from where we have picked up the wheat and so on and so forth year of millets and hence you cannot but not talk about millets presence in millets have also happened this year we've also ensured to create a product which would easy three-step i'll take just as 10 seconds when it comes to food my husband and kids only care about taste so it's up to me to ensure that they get the right nutrition millets are nutritious but my kids don't like it then i found ashir bath multi-minute mix it can be added to your regular batter i just add this 80 grams pouch to 240 grams of batter and make the dosa the regular way without any change in taste my husband and kids don't even notice the difference and i'm able to add nutritious millets to their diets right so while there is a flour and homemakers really don't know younger homemakers really don't know what to do with that so we thought it's a better way to introduce millets so that life becomes more convenient when you are trying to make nutritional food out of that the other angle that we took was to build purpose 20 years of friend we've always been a great friend in the kitchen we thought it is time now to become a great friend in the life so what we did was last year because it was the 20th year also we moved into creating a program called rahochaar kadam aage now we had a four step process before that and which is the left content piece and i'm not going to show you it anymore but we used to say that we buy wheat from here we we clean it like this and we grind it in a particular fashion which is a traditional way and so on and so forth but we said that let's take the same storytelling back into when we say we are a friend in your life so what would that mean is that you go you there was a phone number given people had to register we partnered with the organization called honer we said that we are going to upskill you in different fields and you know 75 000 people women actually registered and have completed their course we also tied up with flip card because we say it's just not upskilling if you really want to make a commercial sense of that upskilling then can you go there and sell your products as much as you want to or can and that was the partnership i know you are here and reliance but that's that's that's how the partnership went and we found a lot of resonance that was the first year that we have done and we think that we will have different avtars of this as we progress so we talked about the newer muscles we talked about authenticity and traceability we talked about of course millets and health we talked about giving a new purpose to ashir vad and a new meaning to the life in the life of the consumer and then of course customization of our customization is as we all understand is another important vector which consumers value a lot and this is now available on itcstore.in right now and now we've also launched a new platform called ashir vad meri chakki where you can choose your beat you can choose your desired mix you can choose the way you want to grind it and your damage that you want and those combinations and it will be it is actually made once you order and it's actually delivered to your house next day with the timestamp your name on it and everything so that's the customization route so these are new muscles that you're flexing and and these are all critical so there's a digital aspect this is completely data driven we discussed that piece but these are newer muscles which the brand needs to need to keep building so going forward just a few now finally one gyan or two gyan slides on it if you see the entire journey there's a lot that you need to build at the core which builds conversations i think that's the core and how can you build that conversations because it's no more a one-way it's no more that chun chun ki ad that we had created in 2002 it is all about now to build newer muscles into the brand which can fuel talkability then hence becomes these are the few strategic pillars that we believe are key for us whether it's content based on value exchange whether it's building connected experiences whether it's excellence in full marketing and full funnel marketing etc but these are also now being enabled by a lot of ai tools that are around with us and i've used the word connected multiple places and we feel that this is the kind of touch point ecosystem that one can probably look at we are looking at this very closely and strongly where it's just not about a siloed approach but a connected approach whether it's in the space of data whether it's a space of storytelling whether it's push-based marketing or content and hence pool-based marketing and that's not possible without a huge set of partners in the ecosystem and because as an organization you're not going to build all these skill sets or your muscles to build that and while we do this we are extremely paranoid about the fact that there is a lot of stuff that is happening there which you need to protect your brands from whether it's the ad fraud whether it's the brand safety a lot of reputational angle which are at stake and of course we don't know when the new bill is going to come through but this is an area which we are extremely paranoid about and becomes extremely important for all of us to look at very carefully thank you