 Welcome our next speaker. Please give it up for Mr. Puneet Das, president, packaged beverages, India and South Asia Tata Consumer Products. Hi, good afternoon everyone. Can you hear me? Yeah, alright. Okay, we are really excited to be here and address, you know, all the people who are very keen to understand, you know, what building brands to purpose is. It's a legacy that has been there with Tata T for many years and, you know, every brand team or every generation sort of gets to carry on this legacy. I'm very proud of it, but just wanted to share some insights on what sort of, you know, what's behind this journey and, you know, what are some of the learnings that one can take from this. So, Tarate Jagore, you know, I mean, I don't need to obviously explain, it's something that came in together in 2006 and 2007. And before I talk about that, I mean, I just wanted to just very quickly touch upon that, you know, what was the reason why we wanted to, you know, talk about this topic today, is because we are going through, we are in the times when brand purpose is not just a buzz word anymore, but actually has a lot of meaning. And now there have been enough studies, earlier there were studies done in West which showed that brands with purpose are brands that consumers sort of, you know, go for. But it has now been proven in studies done in India also, which shows that why brand purpose is more important than ever. Most of the consumers of today are saying that up to 66% choices, you know, you can influence if they know that, you know, what's the company or the brand sort of, you know, how are they adding meaning to the society or, you know, what do they really stand for beyond the commercial interests, so to speak. Authenticity, transparency is something that everyone is demanding out of manufacturers, out of brands. And these things are becoming extremely critical for consumers and will only increase as we move forward. You know, if you have any of these conversations, especially with your nieces, nephews, kids, you know, they already are a generation which has started, you know, the first question that they ask is, you know, is this brand ethical? What's the source saying, etc., etc. So this is the world that we are going to sort of, it's only going to get more and more, you know, sort of frequent these questions. So it's better that brands understand and identify what do they stand for over the commercial interests. And in case you're wondering, these are Western numbers, you know, there was a study done by Kantar also in India which showed that, you know, you can swing up to 10 percentage equity points coming back to marketing, you know, if consumers see you as an authentic brand and a brand with a purpose, so to speak. Now, as I said, we were very lucky that before the word brand and purpose came together, in 2006, there was this philosophy of Jagore which was born. And it was born out of a very simple word play, but something so rooted in the category that it's amazing. Basically, functional benefit of a tea is the freshman and the fact that you wake up, right, every morning feeling refreshed. And the then teams just did a word play which is like, it just does not wake you up, it helps you awaken. And suddenly a functional benefit became an emotional benefit and a philosophy which we're very glad that has stood the test of time, so to speak. At that point in time, the Jagore and which is still true, Jagore tenants were based on really challenging people's apathy to, you know, things that were happening around them and really awakened the collective conscious of India. And the whole philosophy of Jagore is not about just giving Gyan, it's about really unlocking the power of the 1.3 billion population and urging people to take action. So it's not just, so it's about, you know, just just telling something it's really about to incite an action so that, you know, we all work towards a better society. And of course, walk the talk as a brand and as a company. Now, several memorable campaigns have happened over the year when it was launched, it was all about voting, corruption, later on woman empowerment, and I'm not going to run through this because we can spend half a day. You know, and these are really iconic ads, but I think what's important to understand is that the core of the philosophy has sort of remained. In fact, even during times of pandemic, you know, we were in fact quite lucky to sort of activate this. The first campaign actually happened just two months into the lockdown. And we realized at that point in time when people were starting to get to know more and more facts that, you know, elderlies who were the most affected in the, you know, in the phases and even in the entire phase were actually going through, you know, a series of issues that, you know, people were, people really needed to talk about. And that's when we started the Isbar Badokle Jagure in the whole inside about how your Nana Nani Dara Dari took care of you when you were growing up. So it's time for you to take care of them and people around you. And as the wave one, you know, happened, or we went through that, an unfortunate wave two, etc. The vaccination drive started, right. And we realized that people were in the initial, the very first vaccination drive. Obviously, the anxiousness is for us to protect ourselves and, you know, maybe our immediate ones. But we realized that's not going to be just the solution, right. I mean, vaccination and prevention of these things happen when everyone around you is vaccinated. And hence we started this whole thing of Isbar Sapkale Jagure that don't just think about yourself or your immediate family. Think about the Kamali, the, you know, the security guard, etc. Encourage them to go and, you know, because this was a real life conversation I had with my mate. Took me seven days to convince her of why vaccination is important because they had all sorts of myths, etc. So the point here is that, you know, this is not just about a marketing gimmick. In fact, we don't even call it a campaign or something. It's something that's very close to our heart and an activation that we all believe in. That sort of really makes a change for the better. So obviously, you know, when the pandemic, etc. was over, we realized that, you know, what's something that is, you know, very pertinent to today's issues, you know, today's India. And what is something that we can throw light on and make it a topic which people can talk about. And thus was born this whole thing about, I mean, it's not really, we all know it. We have all been talking about it. We just use different words. It's about the rise of global warming that we are all facing. In fact, the city I am in, you know, is popular and famous for this. With all the environmental pollution, the air, the water, etc. that we sort of, you know, go through around this time. And so we said, okay, climate change is interesting. But you know, how do we as a brand add value to this cause? Of course, you know, these came out of a lot of newspaper clippings, etc. And this was about six months back, beginning of the year or close to the summer season is when actually people had started while, you know, they were western talks. But in India, you started seeing a lot of this reporting about climate change starting to happen. You know, especially in the dailies and even in the regional dailies, etc. Which meant that, you know, people have started, there are undercurrents and people have started talking about this as something which affects us also as Indians. Interestingly, the biggest change, biggest conversations that are happening are actually happening with kids on the purpose of climate change. And there are, you know, of course, they peaks in certain time, but especially around, you know, November, December, Diwali time, winters, etc. You know, it really sort of peaks up. And that was the pattern before this year for sure. And it is being led by kids in India. Now it's very important also to understand that in the past when we have spoken about these changes, we have actually, while we are a tea for the homemaker or the housewife, so to speak, we have spoken to the youth because we feel they have always been the bastions of change. And, you know, through their voice, help them and you will see this in the campaigns that have happened in the past. And this time we realize that it's really the younger audience, even the kids of today who are actually, you know, holding up this bastion of climate change. And we really need to sort of listen to them and understand what we need to do as a society. So the question was, what do we do? And we said, you know, at a fundamental level, there are some challenges that we need to fix. First of all, when you say the word climate change sounds very intimidating. And a problem that's happening, which is so complex that, you know, or so far away that what's it to me on an everyday level, right? And that's the general mindset we spoke to people. I said, yeah, somebody is doing it, industry, carbon, and then all the right words. But how is it affecting me on a day to day basis is something that, you know, isn't really top of the mind. You don't leave your home thinking, oh my God, I have to tackle climate change today, right? So the idea was, how do you make it personal and relatable that this problem, this is, it talks to me as an audience. And the other one was obviously simplified. You know, there's a lot of data facts, even in the word jargon, sort of associated with it. How do you really simplify it so that consumers understand the issues they are facing? And as they start correcting it, hopefully, you know, how do we sort of go around doing that? So simple insight was, or rather the call to action was, how can we distill this huge problem into a simple, yet relatable and actionable call to action? Now, of course, you know, we looked at kids and the kind of things that they were speaking about, you know, what kind of, what were the conversations happening online, etc. And like I said, we sort of took them as the role models through which this change would be driven, unlike the other previous jaggery campaigns where youth was the ones who were really driving the change. And what we banked upon is to drive relatability is a very simple insight. First of all, the fact was that really, I mean, most of us sitting in this room, if I may take the liberty of saying that, are going to pretty much, you know, we have done what we have done to where the environment is today. It's really our kids and the next generation who want to pay the biggest price. As the years go through, they are the ones who are going to inherit this planet and have the, you know, will be sort of the worst affected, so to speak, and generations after that, so to speak. Now, our insight was very simple. It was a very basic human level insight. As parents, you always want to protect your kids, you know, that's the core of evolution, that's the core of human behavior. You do anything to protect your kids, your siblings, so that, you know, they sort of grow up and, you know, be successful. And we said that nothing is more important to parents than sort of ensuring that they secure the kids future. And hence the jaggery point of view was very simple. Don't do it for yourself, do it for your kids, because that's the most important thing. So, apne lein nahi apne bachsho kele jaggery. And that was where, like I said, through the kids' lens, and that was through which the jaggery campaign was born about charity. Apne lein nahi to apne bachsho kele jaggery. Now, very simple insight, you know, how do you sort of activate it? How do you sort of, you know, what are the frameworks that we follow when we sort of work on grating this purpose out? So jaggery has always been built on basically three tenets or three, the frameworks of jaggery, as we call it, which is really about taking a big topic and generating awareness, which is the most relevant. You've seen it, corruption, voting, this time climate change, and making it, you know, I mean, the whole pitch that we have when we sort of work on this is how do a regular consumer and everyday homemaker talk about this problem. If they are having these conversations in their household, that means that we have been able to sort of spread the awareness, so to speak. It's about then facilitating and enable. I talked about unlocking the power of 1.3 billion Indians taking action so that we can work towards solving and elevating this problem. And of course, work the talk as a brand, as a company, what else can we do to our bit of it, to sort of, you know, ensuring that we are able to tackle this problem apart from the other two. So the first part was really, like I said, bringing this insight and this complex problem into a very simple, relatable story. And hence, the phase one, which was about spreading the awareness, sort of happened. And this is what we sort of came up as our, in marketing as we call it, the launch, or the launch, so to speak, which really mirrored the two worlds, the world that most of us has been brought up in. I mean, I remember playing cricket outside fearlessly. There was no talk about climate change and, you know, the only talk used to be, you know, dinner kele aajana time. That said, you know, there was no talk about it today. I'm sure parents in Gurgaon and most of the cities probably, I mean, although there's no solution, but today they're just talking about how many air purifiers to get, etc. So it really brought in the contrast. This was our childhood, but is this the future that our kids are going to get? And this was the launch commercial that we used to bring out this powerful thought. Now this was, this got launched on the World Environment Day, which is in June. It was peak summers. So imagine just Delhi, but in the reverse, you know, at 45 degrees, whatever happening. And there were a lot of, you know, the news around that time were carrying a lot of warnings about flash floods, etc. happening. In fact, a lot of cities had got affected, not just Delhi. And this was the, you know, around that time and this commercial was launched. I'm just going to play this. Let's see. What happened? What happened, dad? Look at me. You're giving me that hair. And you're asking me what happened, dad? Give it to me. You broke your sleep by going two or three degrees inside? What happened to the planet outside? What happened to my future? Your future? Hey, are you fine, Prabhu? If it keeps getting hotter every year, it will get dry, it will get flooded. Dear, what should we do in this? The climate is changing. Won't you grow up? Dad, we will have to change in order to fight the climate change. How can we fight the climate change? Go to jagrad.com Only hot tea looks good. Not the planet. So, thank you. So, very simple insight about how, you know, people have bothered about raising, lowering the temperature of the AC by two degrees so that they can sleep comfortably, but the whole planet is boiling or, you know, all this debate happening about 1.5 degrees is the right target or not. I mean, that's the reality, right? We all live in. And it sort of, we obviously brought it through the kids lens. And you could see how it sort of came about, right? You know, climate change is going on. And the kids saying that, you know, if we don't change, this will continue. And we really need to do something about it. Now, this website in the end was really not, was not just a brand website. The whole idea was to sort of get it, you know, that what can people do, which was the phase two. So, like I said, it was launched on the World Environment Day. And while that was on TV, on the World Environment Day, it was launched in print with the key visual and an innovation about the kids' letter to the parents that, you know, you have sort of grown up in an environment. You have told me stories about how you used to play outside, etc. But this is the world that you're sort of giving me, you know, when I go out, you're always concerned, etc. So, like I said, you know, narrating the story through kids' lens and making it absolutely relatable. No parent could say no to this fact, you know, those who are aware of this and the environmental living. Of course, amplified through various other stuff, etc. I'm just going to go through a little faster. The second phase was really about enabling. This was about spreading awareness, got the message, what do I do? A large part of it was really about creating a platform so that people understand that, okay, now that I'm aware of the problem, what can I do on a daily basis to mitigate this or to fight this? And of course, a lot of, we worked with a lot of experts to sort of on our, on sort of what the platform we created called jagure.com, where we brought in very quick actionable things that people can do on a daily basis. And it's an ever-building repository of information, etc. And said in a very simple language of what all of us can do on a daily basis to fight climate change, what are tips, techniques, including simple things like changing your light bulb into LED, etc. So on and so forth, so that people are able to also, you know, see some immediate action and not just, you know, like they add and say, great, now I understood what climate change is. And of course, the idea was to walk the talk. And of course, while we started the journey, it's a long way to go, but you know, even in terms of walking the talk, at least we sort of, I think, worked with a new channel to sort of bring out a whole discussion where actually, you know, you always see this panelist as adults and all, what in kids who sort of spoke about how their planet is getting affected and what parents need to do if they need to secure their future. Sure. So it's very important to talk about it. For the coming time, we want to give our children a little bit of beauty like we did in the world. In our childhood, I have never seen the nature of water in the village. But I have seen it in the cities since I came out to study. Of course, we all want that every single person in the society wants us to give our children better water, air and water. Manav is the reason behind this. He is not himself. So we are the reason behind this. We have been living in the jungle. We have been living in the jungle. This is what's going on. So the last few days when I came out to study, I thought, that rats don't make rats for themselves. But for Manav, we make a lot of useless things for ourselves. It's very important. I mean, what do we need? How can we live without air and water? Is this possible? So we have to wake up and love nature a little bit. We study the green belt around us. It's so much better. If we want, like we just talked about using less cars. So there are so many things that we can easily improve and change if we become aware of them. I keep saying that we should give each other plants as gifts on our birthday. Plus, we should use plastic as little as possible. So the FNP guys here, the pauda. Thank you. Of course, we've got a lot of response, a lot of discussion happened around it. Got covered in news, publications, etc. It was a busy topic, but I think what people appreciated, why might appreciate it is the simple and the relatable and the very personable problem that we were able to make it. I'm not going to play this. Just moving on. Of course, just like any campaign, we do track our results. Got a terrific response. I'm not going to go through the numbers are all there for you to see. It's one of our best ever campaigns. But again, the whole idea is that it's, I mean, what it shows us is it's a problem that people identified with very quickly and, you know, are sort of really aware of, you know, what I was trying to become aware of it and, you know, keep this at a very, very, take this at a very, very seriously and urgently. And of course, I, you know, I realized we are a brand and of course, you know, preach band talks. So as marketers, you also wonder that, yes, you're putting your money in it. What does it get you brand? So if you remember, we started the slide with how consumers are preferring brands and are able to, you know, you are able to increase your equity scores once the, you know, sort of, if you are, if people understand what you stand for, and, you know, even in our case, you know, this is these campaigns we were seeing equity scores lift all across and not just the equity scores, but hard measures such as share, household penetration, et cetera, also increase. So in the end, I think all this is, you know, really great, but I think the bigger price for us that lies in the bigger KPI that all of us have to drive is really what this picture symbolizes, you know, allow our kids to have a future and it's for all of us to think about and not just already Jagure, that what can we do to elevate the future and fight climate change. Thank you. Mr. Das, well, with the same, we'd like to present a small token of appreciation for your time and for the beautiful presentation. Ladies and gentlemen, let's give it up for Mr. Kunik Patel, Director of Brand Sales India in Mobi. And I believe if I've not mentioned it before, I'd like to mention it now that GST doesn't look like free hair and with the same, let me remind you, we are nearing towards the most anticipated