 Ladies and gentlemen, I would now like to request Mr. Shashi Sinha, CEO, IPG Media Brands to please come and join us on stage and to talk about creating brand with purpose. Ladies and gentlemen, I hope you all are tweeting. All you have to do is use hashtag E4MIPC. There you are Mrs. Sinha, over to you. Hi afternoon everyone. Good fun to be in Delhi. It's always a good time of the year. Good fun also to come on to a panel which is talking about measurement of their work. One of my favorite subject, I probably can go and ask about measurement. But I think today the talk is a lot better, closer to what we speak about is creating brand with purpose. And I heard talking about how they're fitting purpose into brand's lives. So fortunately and fortunately I was given 15 to 20 minutes so I make it quick. So I'll pack in a lot. The way I'll do it is through two examples of clients or companies you have worked with which will give you a sense. Two contrasting examples. One of those is my favorite which I always talk about and one is slightly different which is relatively new. So the underlying messages today's purpose is brands do it. But my message would be let's do it with the intrinsic belief doing a lot on the ground and not just using advertising or communication to work on purpose. So I'm going to talk about these two brands and these two case studies. Here we go. So this is about Tamil. I'm sure all of you are familiar that this is a cooperative brand run by women. Most of them are women farmers, the dairy farmers there. I've been associated with this brand for more than 30 years. And there's a wonderful brand which is a 45,000 crore company today. No one knows this that the brand is worth 40, 45. Guys, will you sit down here? It's a bit disturbing. Excuse me. Will you just sit down here? Either move it away or... Yeah, so it's a 45,000 crore brand and it's a large brand like that. But I'll tell you what they do and all of you are familiar with Dr. Kurian and the man who set this up and what a wonderful thing he's done from start, which is women empowerment at the best. But not only is it about women empowerment, but Dr. Kurian believed in cashing in from a marketing point of view on women empowerment. And he had tenants, so he always believed strongly in the sense of national pride in India. And it was about women, like I said, most of dairy farming is women. So 90% of these people are women. They drop in milk irrespective of the size of the milk they put in, irrespective of the cast, street, color. As you should say, it's milk going in, milk then recognize your cast or creed or color. And the thing he said that this is, you know, amulet and make any money. Whatever comes from the consumers goes straight back to the farmers. On a daily basis, they're paid out. So it's a no profit, no loss company. And he just says, this is farmers money. We need to have very small advertising sales ratios. As most of you know, multinational is in large food companies. I think CG companies operate anywhere between 7 to 10% advertising sales ratios. And there he just says, farmers money do it at 1%. Today at 45,000 crore turnover, 1% looks very big in absolute numbers. But there was a time when the company was 2500 crores. It was a very small budget. But he had believed in two, three things he taught us. He said, you must be consistent. Do what you do for a period of 20 years, 15 years. People realize, all of you recognize the butter hoardings. And he said, you must bring in the soul. So while I'm doing a lot of good for the farmers, women farmers of Gujarat, how do we bring it alive as a marketing tactic? And how do we bring this narcissistic pride alive? So what was a principle which enshrined maybe 20 years back, maybe 15 years back is now practiced almost religiously. The percentage will be off. But almost 40% of their budgets go behind two initiatives. So whatever they do in mass media goes around two initiatives which I will show you two films. There are many series of films which are done and which showcase this. So I probably play one of the films first. Hopefully this will play. So this whole concept originally made in a movie which most of you are young here would not remember movie called Mantan. And from there this is picked up and he says, why don't we make it a marketing tactic for us? So let people know that you're finally buying into a brand which is more powerful than a brand itself. It's also about helping women empowerment in this country. And this concept in running for the last 20 years, the films may change, the characters may change, but the same jingle, the same sign-off is Vita Patel there, runs and it has obviously done a lot for them there. So this is one side of the one face of the coin. The other face of the coin is what I talked about Taste of India. I am not sure all of you have seen the film, but just to give you the context, it runs in that. So again, this has been running in different aptars. His sense of pride in this country and what it does for you. Very simple film, not very complicated. Again consistency, I think more than 20 years when we first broke this was, I think if I'm not mistaken, 1980, so it's more than that, it's about 25, 26 years it's been running. And different aptars, it keeps getting refreshed, but the music then changed, the theme then changed, visuals may change slightly. So I think there are three, four messages I want to leave behind in this case is that the vision of a man who believed that it could create something, you know, not only was he a genius in terms of what he did in terms of women empowerment, rural development and all that, but he was a marketing wizard. He said, listen, I believe in consistency, I believe in being proud of what we do. And today brands talk of purpose. He said, here is something which I will create and you know, run with that. And I must say, even today almost 40 to 50% of their budgets are spent on these two initiatives, which run the rest goes on, on their regular brands. And this is the consistency. If you see Amur spends a lot of money on sponsored programs and all this plays out in whatever way it can play out, you know. So I think there is a testimony to what simple thinking can leave, you know, and someone who believed in following the original thought of find purpose, the means will follow, which Mahatma Gandhi laid out. So this is one case. Now I'm sure a lot of you in the room will come from the mindset this is Amur, this is a peculiar example for those of us brands and those of your marketers and those of us associates or marketers and partners to marketers saying, what do we do with our daily life? And you know, we go on and so it's very easy to show this institution built over 75 years. What does it happen in our life? So the other case I showed you is slightly different. It's a modern company. It's started five years back. I mean, it was very well established. One of the CEOs of the two divisions is going to be here. I'm told that she's going to be here in the evening for the awards. But I thought we do this again. We work with them. This is a study we put together. I mean, this is a case we put together five years back. The point is it was known as a multinational with global brands. Everything exists, but it sees the initiative which was there at the moment and it was not only a marketing initiative. They converted it into on the ground doing something good for the country. Purpose had a meaning and then that purpose is also elevated into a marketing tactic. So I will not talk too much because again, you'll be familiar. I'll just play the video to show you the depth of activity for a brand which is there. Sorry, this is Amul continuing. So, you know, this is the historic essence. You know, Amul is all about what we did, but this case is different. It's commercial success and I'll talk about the success later on. See this video. So before I play the video, this is all, this is about Rekhid Ben-Kaiser. They put two of their brands on Banega Swachh India, which is Dital and Harpe. It started five, four years back when the Prime Minister announced on 15th August Swachh Bharat. One of my colleagues was sitting with Dr. Pranay Roy and having a chat and she walked up to the CO and said, it's a great opportunity for you to leverage. But the point was the leverage which is not just about marketing and advertising and doing an event. It was a lot deeper. And this video will show it to you in terms of what the depth was. Where's the video gone? I'll just play. So the video is not embedded in this. I'm sorry. I think the video is, do you have the video there for you to play? There's a video in the middle if you can see the icon, if you can play it directly from there. And other, the attitude of people towards personal hygiene. The PM of India launched Clean Indemission on 2nd October 2014 to achieve universal sanitation coverage and eradicate open defecation from the country. RB decided to join forces with the government's program and launched Banega Swachh India Make India Clean, a five-year program aimed at improving sanitation facilities and driving behavioral change. RB worked with government bodies and noted NGOs to build toilets. The program empowered sanitation change leaders at grass-root levels who helped spread the message to a wider audience. Local government members ensured better liaison with government authorities and stronger support to infrastructure development. Religious leaders helped in breaking fall smiths and taboos associated with sanitation. Front-line healthcare workers helped reach out to new mothers and convinced them of hygiene practices. We also got right media partners on board to ensure mass reach. The campaign travels across villages, towns, cities, impacting millions of lives on the way. And this is how RB took the people of India a step further towards achieving their dreams of a healthier and cleaner future. This is the company's way of paying back to society and also it is something which will help the brand and because the metrics are very difficult. So this was backed by Nitesh Kapoor who was the CEO at that point in time of the undivided company, so to speak, and their global CEO Rakesh and they both felt that this worked. I asked Nitesh this question as you know after two-three years of this program. So how do you define success? So he says listen I can show a lot of attributes in terms of the image cause and all that stuff moving. I also know what it does on the ground and what is done for brand at all. Those two years it all grew by 18%. You can't attribute only to this when the market is going by 6-7%. But there are a lot of factors that are going to play. So it is very difficult to isolate what this program contributed to the success. Having said that gives me a sense of pride and high that I have done this as a proud Indian. So I think by showing these two contrasting examples, I thought there are many more which our company has done in partnership with brands, but I thought we would share these two with you. And the last thought I leave which we are planning inside. So I got involved, we do a lot of such initiatives. And outside I walked up to us and said listen, as a company you are known to this, why don't you build on this? So what I am going to do from using this platform to talk about it, maybe in a couple of months' time. I am creating a study which I will, like an annual survey which I will work with Nielsen and some broadcast platform where I will do a Brands With Purpose survey. We will build in a lot of elements and figure out how brands go. So it will be a reflection for brands to come back and figure for themselves. Is it got depth? Is it got legs? Are people seeing it on the ground? Or is it just a marketing activity? So I genuinely believe everyone follow the bandwagon of Brands With Purpose. But if you do it properly, not only will it work a lot for your brand, it will work for the corporate image, it will be gratifying for each one of us individually. As we speak around, I thought I speak fast, but the timer says I don't have my time. So I will close here. Thanks a lot. Any questions? Otherwise I am off from here. Good. Thank you very much.