 Hi, everyone. Can you hear me at the back? Can you hear me? Great. Good afternoon, everyone. I hope everyone had a nice lunch break and a desert. So I'm here to talk to you about this topic, which is Purpose Beyond Taste and Building Iconic Brands. And when we were first discussing about this topic, a few things kind of crossed my mind. First you know, if you look at Mondele's India and the products we have, we have in the business of snacking, we have a strong portfolio of chocolates and biscuits. And for us, and I think this is true, should be true for any snacking company or a food company that taste is almost like a table steak. If you are providing our food experience to someone, then it better be tasty. Otherwise, you know, why would anyone have you? So taste is almost a table steak. It is also something which you have to keep working on to improve it further. And that is what we do through the different renovation programs that we run in our business. And I think it is also important, as we think of communication, brand communication, it is also important to make sure that we are able to communicate that visually as well on how daily milk is the gold standard of chocolate in the country, how is silk a very smooth chocolatey experience, the Oreo that you can twist, lick and dunk, you know, and how fused is actually a very different chocolate. A five star is something which you can continue to chew on. So it's very important to make sure that you are able to communicate the taste experience in a visually very impactful way. But when it comes to food brands, when it comes to snacking brands, that is not enough. And that has been our learning. And what really helps build a strong emotional connection with people and with consumers, if you are able to lean on a purpose that is meaningful to people, something which is a slice of life from their daily routine, something which they really care about beyond just the taste experience of your brand. So it's very important that we are able to dig deep into that purpose and then bring that purpose to life in a impactful way. And brand purpose is of course like, you know, how much I was looking at the agenda for today and I saw, you know, a couple of panel discussions and a talk around brand purpose. So you probably heard a lot about it already. But from our side, what when we think of brand purpose for us two or three things are very important. Firstly, it has to be something which is meaningful to people and something which will help improve their lives. That is very important when it comes to identifying what the purpose of your brand is. The second and even more importantly, it has to be credible. And if it is not credible, then it will not be seen as something which is, which the brand is trying to do in an authentic way. And that will bring down the impact of whatever you are saying or doing. So I think these two pieces are really important. And when we look at Cadbury, Cadbury dairy milk or look at our gifting brand, which is celebrations, our purpose is really about inspiring the world to be more generous. And now let's look at what I just said before on firstly, whether it is important for people. And if you look at India as a society, and I'll just show you through some executions on how actually it is something which people want to be, want to do. You want to be more generous in different situations, different contexts. And I'll just show you a few examples on what we ourselves have done. The second is it is also very credible for Cadbury dairy milk to do and say that. If you see, we are the gold standard of chocolate experience in this country. We are seen as synonymous with the chocolate category. Also the stories we have told over the last many, many years have all been about moments of happiness, small moments of happiness, big moments of happiness, and how dairy milk as a meat, fits very well in those moments. So, the first thing that comes to our tagline around kuch mitha hojai is not just the physiological experience of a mitha, but it is also how it sweetens that moment. Whether it is, I'm sure, some of you will remember our past communication around kuch mitha hojai, pappu pass hojaya kuch mitha hojai, na pehli tari kuch mitha hojai. So, all those moments that are associated with happiness and how can the brand seamlessly fit into those moments. So, hence it also passes the credibility test when it comes to the fact that we are seeing this as our purpose. And now what I want to do is to not give you more theory because I'm sure like you've heard a lot. So, I thought it would be good to show a few videos to all of you on how Cadbury has brought this purpose to life in different ways and how there has been an insight at the heart of each of those executions. So, let's go there. This was, you know, a campaign we did around, I think, in the last few years and this really delves into the whole theme of class difference in India and how there is a class divide. They're privileged and then they're acknowledged and they are unacknowledged, not so privileged. And how can the privileged and the acknowledged be more generous to those who are not? And just a couple of, you know, executions in this space that I would like to show to you. So, can we play the first video? Can you pause? We'll need the audio. Chintu Baba! What happened, Shanta Bai? What happened? Have you ever forgotten your license? Have you ever lost your money? Have you ever lost your ear speaker? What about today? Would you have put it in without checking? But that doesn't happen. You always check. I mean, to keep forgetting. I didn't forget this, Shanta Bai. So, how did this come out? It was for you. Cadbury dairy milk. Something good, something sweet. Ropi. Yes. Sorry, sir. No number. Sir? My daughter's got no number. No, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, I was convinced that the selection is over. You have to keep it this way. Put it there. Why are you standing there? Go on. Go on. Whenever you are surprised at someone else, The Cadbury dairy milk. Whether everything goes good or something sweet. So, you know, if you see the tagline of our communication, it's good to be good. And if something good happens, it captures the spirit of generosity. If I am generous to you, it just makes the moment more happy. And, you know, I think what is rooted here, and when we talk to consumers, you know, what they see in it is, oh, yes, somebody who is privileged is acknowledging me. And not just acknowledging me, if you see the last film that we showed, it's not just acknowledging. It is actually also participating in your happiness. So you're as happy for me, you know, if something good has happened to me. The other person is as happy for me. So it's also participating in their happiness. So this is one of the spaces, you know, which we kind of executed in the recent past. In fact, that's the current film that's on air. If we go to the next, maybe I can. So this one, you know, is around Diwali. And in the last three, four years, we have been, you know, around this team of how do we make everybody's Diwali happy? And particularly, you know, coming on the back of COVID, in 2020, there was a communication done which was not just a Cadbury ad. And it was really trying to help the small retailers, which we followed up in 2021 with another version of not just a Cadbury ad in which we had Shahrukh Khan as a celebrity. And he actually made small, small videos for these small retailers. And this campaign actually won a can, a Grand Prix actually. And that was 2021, trying to help the small retailers. This year, in 2023, our campaign was around, how do we make Diwali of homepreneurs happy? And this is our execution from 2022, which was all about, you know, generosity is also about making everybody else's Diwali happy. And there are a lot of these shopkeepers who don't even have a shop, you know, the Thela Walas. And how do we make sure, what can we do? What can Cadbury do? And what can people do to make their Diwali more happy, more joyous? So let's look at this one. I think the video can be played from there. Doctor! Doctor! Yes, brother. I've been looking for you for two days. What about us, doctor? We've found a place to sit there. How did you remember? Did you have to take something? No, I had to give something. Happy Diwali. Your Diwali will be happy too. Thank you. And your Diwali will be more happy. Why don't you scan the QR codes on the back? Dad, your own shop... And connect with your loved ones. Diwali is 12 years old. This Diwali will open their own shop, not their own shop. Cadbury celebrations. Something good will happen, something sweet will happen. This actually, obviously, we were facilitating it, but it also, you know, made sure that people were finding hawkers near where they live and making sure that people can find them on their website. So this was our executions around Diwali. The next one is ground staff. And, you know, this is, if you look at IPL and the team from Starsports is here, or if you look at any cricket event, there's a lot of spotlight on players, you know, on the managers, the coaches and everyone around it. But not enough on people who actually make the match happen, which is the ground staff. And this is again an opportunity for the brand to bring its purpose to life. Let's see how, if you can play the video. In a cricket-obsessed nation like India, cricketers get all the love and attention from everyone. But the ground staff who work tirelessly behind the scenes go unacknowledged. So this cricketing season, let's celebrate the ground staff too. Introducing Cadbury Dairy Milk, proud sponsors of the ground staff. A sponsorship that pampers, indulges and treats the ground staff just like the stars. With Cadbury, provide the ground staff with something designer, something cool, something that also makes them feel like superstars. From designer uniforms to the best hotels. From their nutrition and fitness to their daily commute. All taken care of. From the start of the cricketing season to the end of it. It feels good to be with the whole team. I feel very proud that we do something for the country. This cricketing season, let's celebrate the ground staff too. The unacknowledged superstars. And one of the, actually an impact of this campaign was that BCC actually increased the salary of the ground staff in the next year itself. So we're very happy for that to happen. And if you look at the next one, I mean this is our campaign from this year, which we did around the World Cup. Which was again, going back to this class divided I spoke of. That while cricket is a great unifier, right? It brings everyone together. But in the end, the class difference sometimes does come in between. Like somebody is able to watch the match, a live match. Somebody is having to work at the same time. Or even going to the stadium. Not everybody is able to go to the stadium and watch a match. And that was really at the heart of this campaign. Let's see this and then I'll say a couple of things more about it. If you can play the campaign. So it's not just, you know, inspiring people to do it. But actually the brand also enabled and people to actually be able to do it by giving free IPL tickets, which you could only go to if you go with your staff. So that is actually making it happen on the ground as well. And a song about slice of life and, you know, this is a slice of life. And Piyush Pandey who, you know, on Ogilvy, he actually said this, that I have the most lively discussions on cricket with actually my cook. And that is the beautiful thing about this game, right? Everybody is knowledgeable. But how can you make sure everybody is able to watch it too? So that's the sit together. And, you know, the last one that I'll play for you is this campaign, which I know I'm sure many of you remember the very famous old Cadbury ad where the girl was, you know, dancing on the field. We call it internally in the company, we call it Shimona. And this was, you know, a reimagined ad from two years back. You know, and one of the important tenets of generosity is inclusivity. And if you see, like, if you were to reimagine that ad for today, how would that look like? This is how it would look like, you can play the ad. I'm happy to see the viewership of the woman's cricket go up every year. And there is a cricket league also now. So I think that is, that's the world of today we are living in. As the last piece I wanted to show to you, and, you know, again, just going back to what one started by saying purpose, I think it is something that people should care about, which is when it becomes powerful. And the other important thing is it should be credible. When you say it, it should look like authentic. It should look authentic. And that is when, you know, the power of it comes together. And Mondley's, you know, has been doing a lot of work around purpose, you've seen Cadbury and generosity here. On some of other brands also, there is strong purpose at the heart of what everyone does. And that kind of shows up in, you know, the awards that my team has been winning. And Mondley's India marketing has won, is F.E. Klein of the year two times in a row now. So this year and the last year, defending winners of the MVs. You'll see what happens this year. And the company that won the most can last couple of years. So all of this has, of course, resulted in this fame that I just spoke about, but it's also resulted in good business for us. So going back, taste, yes, it's important. It's table stakes. It's important to visually show it very powerfully. But then the real power of it is if you're able to bring a strong emotional connection with people and consumers. And that's only happened when you have a strong purpose and you are able to bring it to life in an evocative way. Thank you.