 So our next speaker will delve us into the world of brand content with purpose and what it takes to take the right boxes. Before calling out his name, I'd like to tell something more about him. Well, ladies and gentlemen, this next speaker of ours is none other than Mr. Sudhir Sita Pati, Executive Director, Foods and Refreshment, Hindustan Unilever Limited, who will grace our state. But before calling him on stage, let me tell you something more about him. Mr. Sita Pati brings in a rich experience of working in diverse markets in Europe, Southeast Asia and Africa, in addition to India. He joined HUL in 1999 and has worked in various roles in customer development and marketing. Most recent being the Executive Director Refreshment and before this appointment. Before this, he was appointed as the Executive Director Refreshment. He was the Regional Category Vice President, Refreshment, South Asia and Africa Unilever. In 2017, Sita Pati was awarded the Young Alumni Achiever of his alma mater, IIMA. And now I take immense pleasure in calling on stage with a huge round of applause, none other than Mr. Sudhir Sita Pati, a huge round of applause, ladies and gentlemen. Thank you. Thanks for the introduction. You know, I was asked to speak on something else, but I've ended up speaking on something else or at least preparing for something else and sort of trying to integrate it with what I was asked to speak on. It's generally my trick is to have a few things to say and kind of repeatedly say it regardless of what the question is. So I hope this will be useful, which is really I'm going to talk about branded content and the role of purpose in it. Now a lot of you know that Unilever is very passionate about purpose and I know there are a lot of questions asked in industry on whether purpose is just sort of soft talk and you know you're just talking about it and does it really sell, does it really work? Do consumers really buy brands that have purpose at the heart of them? I'm going to talk about one, we've got several brands in HUL, you know recently there was an ad two days ago with Clinic Plus which is going viral, but I'm going to talk about one brand that I worked on which is Brookbond and the journey on purpose and how it's affected business and why we think purpose-led work affects business. But before I talk about Brookbond I wanted to talk to you guys about a brand that I worked on for close to a decade, sort of in my formative years I did lots of bad marketing on it and then I did a little bit of good marketing on it and you know I'm just going to talk to you about what I thought was a little bit of good marketing on, sorry how do I go to the next slide, yeah. I worked on Surf Excel from between 2001 and 2010 and in 2005 we did a piece of work with Balki Arun and Gopal was my boss at that time which sort of really changed my views on marketing and purpose-led marketing though I didn't know it was purpose-led at that time but nonetheless let me play the first piece of communication that we did in 2005 So we didn't call this piece of work purpose-led advertising at that time in 2005 but what we did notice is about two weeks after we aired the ad our mind measures we used to have a measure called proven ad recall which is a number of people who can recall and add that proven ad recall shot up and about six weeks later our sales shot up right and this was a pretty radical ad because compared to detergent advertising in the past it didn't have a product frayed window it didn't tell you how many stains it removed it didn't have any molecules nothing in it right there wasn't you know it was just a story and something about it was magically working for the brand and we had really suffered for a long time for five years on Surf Excel and this ad sort of really blew our volumes out and we didn't quite know why and I remember meeting this woman I think I met her in Lucknow and she was telling me that you know she was talking about this ad and she started crying she said you know my brother and I don't talk to each other you know and I wish that my son takes care of my daughter the way this guy took care of his daughter and that sort of left a very you know impression on me on on advertising we didn't intend to be purposeful but ended up being very purposeful in terms of talking about relationships within the family but the first lesson that this piece of advertising taught me is that if you do highly famous pieces of work right sales get driven so fame drives sales and not many things drive sales by the way but fame is definitely one of them the second piece of work that I did was when I was a bit more I came back to surf Excel four years later after doing this I'd gone to the UK and come back and we did another piece of ad sort of continuing with the same theme which taught me a different lesson on purpose-led marketing this was another ad for us which was actually quite controversial because I remember two days before airing it our chairman Harish told me that this will this you cannot air this ad it over my dead body because you are you know showing a boy as a dog right it's totally derogatory and we got a lot of consumer complaints saying you can't show a boy as a dog but we had you know in much to the bane of many agencies we do a lot of research and leave us before airing advertising and we were sure that our consumers didn't see the boy as a dog but saw the boy as doing something to keep his teacher happy and and so in this particular piece of communication the second thing I learned when you get on to the purpose journey is that there will always be two points of view and in fact if there are two points of view you're not pushing yourself hard enough so this was a second lesson sort of three four years later that I learned on purpose-led advertising and the third lesson that I learned over the five six years that we did good work on surf Excel not the five years that I did bad work was that at the heart of purpose-led work has to be a deep category inside so a lot of you know you get a lot of purpose-wash that you know brands want to be purposeful but it has no relationship with what the category is doing and this of course was a very very powerful idea which was you know a good idea which was an idea that you know bulky thought-off at that time which is if you by getting dirty if you do something good then dirt is good so a category inside drive fame don't be afraid to be controversial were the three things that we learned or at least I learned in these five years that we did piece of work on surf Excel of course continues to do great work on advertising but I'm not here to talk about surf Excel I'm here to talk about another really iconic brand which is Brookbond I started working on Brookbond in 2013 and when we came to Brookbond in 2013 this was the piece of advertising that we were doing in Brookbond So it's actually a pretty good piece of advertising which tested very well in our preview or link as you call it but you know something didn't seem right to me it seemed like we were functionalizing a fundamentally emotional category you know if you ask consumers I worked on many categories but there are very few like tea if you ask Indian consumers what would you do if there wasn't a cup of tea in the morning eight out of ten consumers will say I'll commit suicide that's the answer that they give you if you remove a category from their lives so this was a deeply emotional category and I thought we were having a conversation with consumers which was fundamentally functional saying you know it makes you healthier etc etc and it didn't seem quite right to me whatever the metrics in terms of preview etc were showing and we were struggling with what do we do next on Brookbond I guess there were a few sort of aha moments for us apart from my own work on surf Excel which was very formative on purpose driven content the first is you know I met this consumer I think I forget where but I met this consumer and she was telling me she told me a really interesting story she said when she was younger and she was a little girl when she walked in her streets the doors were open and she could smell this you know tea and food wafting through the streets and she said now everything is shut and buildings are clinical so she said you know you just feel so cold when you walk in and so different from what it was so that sort of triggered a point of memory in you know in her on on sort of the smell of tea and relationships so that was a really sort of interesting conversation we had about what he meant the second thing is we got I got this quote my boss in London you know started his life in Brookbond and he gave me this quote which was actually lost somewhere deep down by Arthur Brooke who is the founder of Brookbond and who created a tea that bonds and you know for whenever one looks at brands and tries to fix them one just needs to go deep down into the genetic archaeology of a brand and this was a wonderful quote again which was a turning point it says good tea unites good company exhilarates the spirit opens the heart banishes restraint from conversation and promotes the happiest purposes of social intercourse so we had this consumer conversation who she was talking about tea as this metaphor for hospitality in India we had this sort of wonderful quote by the founder of this brand and we had a brand name called Brookbond and one of our most famous piece of advertising which I don't have here many of our famous pieces of advertising on Brookbond was how the tea brings people together and so we said you know let's move this brand back to tea that you know brings people together and we gave a brief to Ogilvy at that time saying you know great tea hospitality you know melts hostility that was a kind of brief that we gave them right so we got a piece of a communication which was our first breakthrough in 2014 which again really did well for the brand I think it's worth showing it's come back now five years later sort of a little controversially but it's still worth showing because it was a breakthrough ad for the brand so like the puddle film that we did and you know a lot of brands I've now noticed have a sort of landmark piece of content that's created actually content and I'll talk to you later lots of people create content what is needed is the sharpness of thought in a brand and this was really the ad that really worked for us just the way the puddle war ad worked on surf excel and when we again sort of met consumers and you know I'm always looking for that one magic word because ultimately great you know agencies want one word from the client they don't want pages of reams of briefs and the one word that we got was awkwardness and tea melting awkwardness so hospitality was one sort of expression of awkwardness but then we got to this sort of word of how when there's a awkward situation and we started seeing a lot of Hindi films and next time you guys see a Hindi movie you will find that along with songs which play a role in sort of taking the narrative forward tea always plays a role in Bollywood films I didn't notice it till I joined the tea category and it's always like in an awkward pause in a Bollywood film you'll find tea making an entry so so we kind of caught this real powerful role of tea in consumers life which is awkwardness and then for the next four years once a year we'd come with one blockbuster TV film I heard a lot of conversation on digital I must confess that I'm a sort of conservative in these things and frankly what I've seen so far in any cases really only TV so far at least moves brand metrics in a big way for us controversial point to say but that's been my experience so every year we put one piece of communication I'm going to take you guys through three pieces of three or four pieces of TV work some other content work that we did but first just to take you through this was 2014 so I'll take you through 15 16 17 18 can we just play it yeah happy birthday how was the surprise jaira kasey uttarkya hai issal bahu laake raheengi maa yeh palavi hai hum log saath rehtha hai bati na bai api yeh diabetes hai aunty yeh bina chini wali hai aur hai doh chamaj wali hai jhgaro ki chai mein apne pan ka swad hota hai Rupon Red Label swad apni pan ka