 So good morning everybody. I just realized that it's going to be a bit difficult to do this presentation with the thought of that paneer in my mind still, but I'm going to give it a try. So I have some good news and then I have some not so good news or maybe you can call it bad news. The good news is when it comes to everything to do with creating purposeful brands, there's hell of a lot of material available. You just have to Google. You just have to go online. There are lots of people who will give you expert advice, talk to you about how to build purposeful brands. So there's a hell of a lot of material available. The bad news is that it's very hard to craft and build purposeful brands and you only learn it truly when you do it. There's a lot of mistakes you make along the way and that's why my presentation for today as a keynote is creating purposeful brands, a practitioner's guide. I've had the opportunity to work on some of Unilever's biggest most purposeful brands over my time in the company and I can tell you it's not easy. It requires a lot of perseverance. I've made a lot of mistakes along the way and I thought that in the next 20, 25 minutes or through my sharing, I can pass on some of the learnings and lessons that I've had and if each one of you can leave from here with at least one message or one tip that you can take back into your own brands, I think I would have spent these 20, 25 minutes would have been well spent for me. So let's get on with it, couple of videos and some examples to share as always and I'm going to try to keep some time at the end to make it two way. So hopefully we have some Q&A at the end. So please do feel free to ask me questions at the end. So let's start then with as always the what and what is brand purpose? There's a lot of definitions. There's a lot of people who can speak for hours about this. I guess the simplest and most intuitive definition that works for me and that's what I put down here and each word here is specifically crafted, has a specific meaning which I will share within a minute. I call it a single-minded and enduring expression of how the brand helps to make the world a better place. And I'm going to call out three things here, single-minded, enduring expression and a better place and maybe just go a little bit deeper saying what does it mean wearing in a very, very practical an operator's hat. So single-minded simply means one single enduring thought, consistent over time and across touch points. Sounds easy, very, very hard to do because there are always so many competing messages. The best example I can think of is this beautiful brand which I have the honor of leading and building in my portfolio, Surf Excel 2004 was when Daag Achaian was born. We are now in 2024 and it's the same thought that goes on and many of you have seen, grown up, enjoyed 20 years of consistent advertising. It's the same thought, we just keep it contemporary and keep it running. But this brand which some of you would have seen has become a billion dollar brand, HUL's first billion dollar brand is not a simple brand. There are many, many formats. There are many, many geographies and building consistency becomes harder because there's a piece of bar advertising, there's powder advertising, there's liquids advertising, there's capsules advertising. How do you start to make it all do the relevant job that has to be done for that format and yet be true to what the brand stands for? Not easy but I think the first part of what is brand purpose is that you've got to be single-minded and this is really the way in which Surf Excel has been built. And just to get us into the mood, I'm going to share with you the first Daag Achaian which was created 2004-2005 and I'm going to share with you then straight after that a piece of our latest advertising which has just gone on yesterday and I'll leave you to decide how enduring the thought is. So there we go. My tourist. So all of you remember that and that was 2004-2005 and for the India of 2030s and for us to reinvent Surf Excel as we look forward to the next decade talking about some of the values and some of the themes that are relevant for parents and children today. Let me share with you a piece of communication that has gone on live yesterday. Hey dad. How are you doing? Any doubt? No doubt. With the new Surf Excel Batik SPP technology, this stubborn, dry Daag is the first time in the machine. Are you out of your mind? Any doubt? The new Surf Excel Batik. So a single-minded, enduring thought that goes over time is the first message. The second one is, yeah, an enduring expression and in the company we have this thought of a brand say and a brand do. A brand with which has an inspiring, enduring purpose should be able to activate its thought. And if you can't do that, that's a simple practical thought. That means your purpose is not probably sharp enough. And I think a great example of this is Life Boy. Life Boy's purpose is to save lives by providing superior hygiene solutions. I mean, what a great purpose to have and you know, I'm sure many of us would love to work on a brand that says I save lives. And this was a brand that all of us who have grown up with and maybe most of you are not my age right now. But when I was growing up, it was all about Tandooristiki Rakshakarta Life Boy. Again, early in the decade of the 2005, 2010 period, we said listen, we need to make this brand now a little bit more future fit. And we went on to the journey of focusing on hygiene, germ protection. And I think there have been some fantastic examples of how this brand has been unlocked and with some great communication. I think the ones that really stand out for me are a few that I'm going to share. During the difficult times of COVID, this was a brand that actually put out, did a lot of great service not just in India globally on mobilizing hand sanitizers, mobilizing hand washing solutions and really did save lives. And I really like this thought, this public service message from Life Boy. I don't know how many of you remember this, but this was advertising sponsored by the brand, but said encouraging people to sanitize, hand wash during the COVID month. And they said really, if you read it here, they would tell you that doesn't matter which hand wash or sanitizer you use. And it was really about driving the awareness with the people. We do a lot of work on taking this, we did this also on air with our advertising. Let me share that with you. So you can see that this is what we call brand say, where the brand's promise of brand protection was brought alive. But then what this brand does fantastically well in terms of its brand do, is activating and bringing alive its promise. So we have for years have been running hand washing campaigns in rural India, teaching children how to hand wash a couple of times a day. You may have remembered this great piece of advertising which was helping a child reach till the age of five. And more recently, I want to share with you an example where Life Boy has used gaming and games to try to build the habit of hand washing. So let me share with you a brand do that comes from Life Boy around the area of hygiene. Say and a brand do. I think that's the second message. And the third one is the one that I want to spend some time on because this is often the place where we get it wrong. And this is where the crafting comes up. So I want to take a bit of a step back. Every brand can offer a layer of benefits. So there are functional benefits. There are emotional benefits. There are societal benefits. What does that mean? Great taste, shiny floors, hygienic hands, safe safety. These are all functional benefits which all our products and many of your products also provide. There are then emotional benefits and these are the benefits that come to the user as a result of using the product. Feeling good, feeling confident, feeling happy. What's the feeling that it evokes? Then there are societal benefits and societal benefits are big social themes or big environmental themes that impact the world around us. Most brands tend to operate in this zone of functional benefits and emotional benefits. If you look at your brand positioning statement, most of the time you'll be able to articulate what's your functional benefit, what's your emotional benefit. My learning over the years on how to really stand out from the clutter and make what is a normal brand into a purposeful brand is to be able to lift the, to elevate the discussion and to attach yourself to some of the big social themes or some of the big environmental themes. So when Dove, for example, what does Dove do? Dove offers superior care. It basically looks at one quarter of a moisturizing cream and it really keeps your skin well moisturized. We know that there is a big feeling of confidence that comes up when your skin is well cared for. But what this brand has done so beautifully globally and in India is then to give a bigger meaning to that feeling of confidence by attacking stereotypes. So of course globally with the fight against the real beauty campaign, the brand took a position on challenging some of the stereotypes that young girls are exposed to from the beauty industry as they grow up and which has negative effects on a girl's self-esteem. In India, the brand has taken a big, has almost declared war or has started to address this challenge on some of the stereotypes that are related to beauty in our country, fair skin, how the look is getting into areas of body shaming. And that's where the Stop the Beauty test was created and has been super successful for this brand. So these are examples of how brands have elevated the discussion from taking functional benefits to emotional benefits and then have attached themselves to some of the big societal themes of the day. There are other brands which do this from an environmental perspective. So think of Ben and Jerry's, think of Patagonia as a brand. These are brands that talk about climate change. These are brands that talk about waste and how conspicuous consumption is impacting us. So my big message for you is this is where often brands get it wrong that we are confusing the layer of benefits that a brand offers to the consumers. And as a brand owner, you have to be really clear what is your functional benefit, what is your emotional benefit, what is your societal benefit. One practical tip that I have often found easy or a simple way for me to understand what is that societal benefit is to go to the UN 17 SDGs. And if you can look at the 17 sustainable development goals that are there and think about your brand's purpose and to see if it fits one of those 17, then you know that you are attacking one of the important themes in the world today. So that's a simple practical thing that I have found very useful for myself and I would encourage you to do that. Second key message is beware of the trap of falling into the trap of just operating around lofty social benefits. If you can't link your brand purpose back to your product truth, even a brand as great as Dove got it wrong when we started the campaign for real beauty. Because the original promise of the brand when the award-winning campaigns happened was you are beautiful as you are and you don't need to worry about all the stereotypes that are out there. The problem with that was and this took 5-6 years of painful, difficult discussions is that if you start to just focus on something that you are beautiful as you are, then why do you need Dove? What is the role of Dove? So which is why the brand had to come back and to really talk about care, good caring solutions and skin that is well cared for then can have the license to talk about higher order benefits. So I am very careful with this and this sounds very simple and I am telling you having made a lot of mistakes myself in my journey that getting the lock between your products functional truth benefits to higher order benefits is hard. It has to be very simple not forced. I have struggled for many years to try to make fragrance brands purposeful very hard. Right? So I said okay I am just going to not try at all because you know some brands will just operate at the level of functional and emotional benefits. So happy to talk about this in the Q&A but important important important message. Why is purpose important? And I think there is a lot of discussion around this. I have found two or three key reasons why this unlocks massive growth and massive opportunities. The first one is better partnerships. Surf XL or Dirt is Good as it is called has just recently signed up a partnership with the Arsenal Football Club and you know we are now the fabric care partner for Arsenal. And why did this happen? It was because Dirt is Good as you saw through the Surf XL advertising is now starting to pick sport as a very very big playing ground because for the kids of today teaching values like resilience, never giving up, rising up when you are down are important values that parents want to instill in their kids. And of course what better playground than sports to be able to do that and then when we started to talk to Arsenal about this they were very happy to you know work with us. So having strong purposeful brands or having strong purpose at the heart of your brand helps you to unlock fantastic partnerships. I think it also helps you to create great content and it's especially great when others start to talk about your purpose. One is for us as a brand owner for you to talk about your purpose. If it is really inspiring and relevant in the world you will get others to talk about and I'm going to show you a great example here. And I think I have always felt that being a marketer by profession for me when I look back at my time in the brand that I manage or in the category that I manage. One of the big yardsticks that I have after all these years is was I able to shape the narrative and shape the conversation in the society based on the point of view that I put out. And I'm going to share with you an example of what we're trying to do with Wim. So I think I go through each one of these one by one. So let me just show you the small insta reel on what we do with Arsenal. Yeah, there we go. It doesn't seem to be sound but yeah. So just to show you that there's a partnership coming on. I'm going to show you an influencer video that was posted by I'm sure most of you will recognize Dr. Fyeth and she has in almost close to 2 million Instagram followers. And this is what she put out when we did the stop the beauty test. Now you can see me. It's a face you've seen countless times in your screen. But today I want to introduce you to 15 year old me. 15 year old me was a girl who suffered with severe acne. It was so bad. I was teased so much that I hated what I saw when I looked in the mirror. How old were you? You were put through that kind of beauty test. I was in high school and as a high school girl every time I spoke to someone they would offer me unsolicited advice about my acne about you should try healthy or change what you're eating or lose some weight. Wash your face more often. It was constant. I would go to bed every night hoping to be a different person when I woke up in the morning. And over the years the acne cleared up and the scars have faded but somehow they tend to my confidence has stayed when it comes to my looks. Because somehow it sat in my head that this is the way beauty should be. I think it's time we ended these kind of beauty tests and put in people through this because of the way they look. And for the sake of all the little girls across the country I want to pledge with love today to stop the beauty test. So nobody else is bullied for the way they look. I want to know from you how old you were when you were put through that beauty test because of the way you looked. Share your stories. Actually getting it out helps. Use the hashtag stop the beauty test. And how old were you? So how cool is it that somebody else talks about your brand purpose. And I think that's the power that you can unlock when you are really attacking and addressing some of the big societal themes that are there. I'm going to show you a piece of communication for Wim. So Wim has been on a journey to as we call it de-genderized household chores. Unfortunately the burden of household chores in India falls on the woman. India when you look at it globally is has the lowest one of the lowest levels of male participation in household chores. And I say that very consciously being a man standing in front of an audience which has quite a few men. And we decided to do something about it. Some of you may have seen the Wim Black communication that we did a few years ago. I think end of 2022 that was our first attempt. We learned a lot from that. And I think this whole new campaign we call it Aapne Bhartan Apnea. That's the whole call to action for this brand to say let's let us all take responsibility for our own chores at home. And this advertising that we have developed has tested outstandingly well and has really struck a chord with a whole lot of our consumers. All our brand metrics are back growing really really fast unlocked by this campaign that we ran. And I really think that as we take this forward we will shape the culture. So let me share that with you. So that's the why and better partnerships, better content and an opportunity to shape the culture. That's why purpose is so important. And that's why everybody is trying to really get it right and get it going. So that then brings me to this clicker works. Yeah, the how. So we talked about the what we talked about the why but how do you do this? How do you do this consistently over time? As I said very hard work. And I want to introduce you to what we do inside Unilever globally in every market and also here in India in HUL. It's a program called get on the front line and that is really our focused marketing capability program for all our marketers at every level in the organization to really start to get into the reality of the markets that they serve and to really get on the front line. The reality is most of us in this room are not the target audience for the brands that we are producing and serving. I think we're all most of us are fortunate to have good financial means, have good exposure, live in good homes. But a large part of India is not fortunate enough to have the opportunities that we have. And I think over time as marketers, we start to lose the sensitivity that is there about what's really happening in the lives of the consumers and the people we serve. And I think that that therefore reflects in more and more of a disconnect between the lives we lead and the lives that our consumers lead. And that reflects in the work that comes out. So very, very conscious about that. There's this theme of get on the front line. And how do we get everybody to really immerse themselves and get skilled to do this every day over time really, really well. So three key themes we call it do three pillars to the program. Do good, get real, be unmissable. And this is what now in a very, very structured way through the year over years, there are a whole set of programs, a whole set of tools and a whole set of capability building that we do for all marketers in Unilever. So just a little bit of sharing of what does get real mean. I think there are really two legs to it. This is all about getting into the context. This is just really getting into the skin and understanding our consumers and understanding the pain points, the gain points. One part of it is a whole lot of data stitching. So there is like data coming out of our ears as I'm sure many of you have first party data, social listening, trend scan, market data, category value drivers. There are like tons and tons of data. So the famous saying, what's that famous saying? Data, data everywhere, not a drop to drink. All of you have heard of that and stitching it all up together and distilling it out. Lots of processes, lots of tools, lots of upskilling required. The other one is context immersion. As I said, I, as the leader of home care in HUL, I don't live the everyday washing context of a consumer in rural UP. So how do I then judge advertising and judge products that are meant for this lady here who hand washes everyday taking water from a hand pump. So that requires me to then really get on the front line. So we like to get almost 100 hours of consumer work done by each of our marketers over the time that they're in. I did 40 hours last year myself traveling all over India and this is monitored and tracked. Overall as HUL, we did almost 27,000 hours of consumer work by just the brand managers and the ABMs and the marketing directors themselves. And there is a premium. This is monitored. This is tracked. And we really know who is doing how much. And I can tell you after all these years, more front-line time is reflected in better quality work. It's just a direct correlation that is there. So the first one is all about getting real, lots of tools on stitching data, lots of content immersion. And that's how you really unlock the real insights, the pain points, the gain points that matter. The second one is what we call do good. And I just picked up two or three things that we do. Every brand, every brand manager has to articulate for their brand. This trifecta of what's your people philosophy? What's your product philosophy and what's your planet philosophy? Recognizing the fact that all our brands have an impact in the world around us. And the planetary impact is either through the environmental footprint or through the social footprint of this brand. So every brand manager has to articulate that very, very clearly. The benefits that I told you, functional, emotional, social. And that has to then find its way back into the communication strategy, into the innovation strategy for the brand. So a large part of, some part of my day job goes into working with my brand teams, with my VPs for these brands. And to really understand what's the progress, what are the goals and how we are stepping that up. Partnerships I talked about and this is super important. And the third bit is for us to activate. So this do good is linked to what I talked about as brand do, brand say. Remember I talked to you about brand say and brand do. Brands with purpose need to do some stuff which provides experience to your consumers. Activate moments that matter. We have a few hygiene brands in our portfolio. So COVID was a moment. Holy is a moment for surf. All of you have seen some great surf at Excel advertising that happens during Holy. So being very, very strategic about which moments matter, where you can bring alive your brand purpose and activate it. I think is a very important theme, which many of you can think about for your brand. For Wim, for example, now that we are talking about Apne, Bhartan, Apnea. A moment that we want to activate is the food delivery moment. So when Zomato, Swiggy, etc. brings you food at home, what a great opportunity for us to talk about Apne, Bhartan, Apnea. So think about it from your own, from your brand, saying when you have your brand purpose, what is a moment that you can activate? And you will get some fantastic opportunities to activate. And finally, be unmissable. So I talked to you about immerse yourself in the context. So I go and wash with my consumers. I go and clean toilets with my consumers. Equally, you need to watch what they watch, shop where they shop, eat where they eat. So I'll give you a way. It's a real story, but it also tells you something. So in my previous role when I was managing Southeast Asia, Korean drama was completely on the rise. And I hate Korean drama, personally. But I decided to spend two weeks of my time watching Crash Landing on You, because that was super popular with my consumers. And that gave me a lot of insights on what kind of tone there's my advertising need to crack when I was launching a Sakura variant for one of my conditioners in Southeast Asia. We inspired some of the advertising based on Korean drama. How many of you, I don't know how many of you service rural brands, but how many of you are on share chat looking at the content that your consumers and rural watch? So I think very few, because all of us are busy with our primes and Netflixes and our own content for ourselves, because we all have limited time to entertain ourselves, I think. So you have to immerse yourself in the culture of your consumers. So this thing around watch what they watch, I think is a really important piece because you pick up many, many insights on how to be unmissable. I can't stress enough, having done this now for 29 years, the brief. You know, so content, unmissable content, you only, what comes out is only as good as what you put in. So this is a classic case of garbage in, garbage out. I cannot under, I can't stress how important the briefing process is. And this has to be led from the top. So clarity in the briefing is super important, because it's so easy in the ideas business to get lost and chase a good idea, which you think was going to do great for the, but it may do nothing for your brand. So that whole thing around that single enduring expression requires a lot of time and effort to be put on the brief. There's a third theme which is called distinctive brand assets and we, I think, can do a better job on this as Unilever, but I think so can other brands. Being very sharp about what are the sounds, what are the colors, what are the jingles, what are the swoosh, the crack of a magnum when you bite a magnum ice cream. All distinctive brand assets and in a moment where the content is exploding, being really sharp on distinctive brand assets, knowing what your brand assets are, the bolt of lightning for RIN or the splat for surf. These are really important and how do you activate it? I was just seeing an article the other week that sound is an underutilized element of, as a distinctive brand asset, the ting, ting, ting of Britannia. Not enough brands are leveraging sound and an under, under leveraged asset. So again, how do you leverage distinctive brand assets and to become unmissable? And the last theme which is, I think, at the heart of moving our brand up from emotional benefits or societal benefits is this theme of hashtag unsterotype. So I personally, but my teams, we spend a lot of time trying to understand the stereotypes that are there in the society and how do you become more modern and more progressive. For that, you have to immerse yourself into some of the things that are happening in the fringes of the society. Trends start in the fringes and come into the mainstream and you cannot be just working with the average consumer because you will miss some of these elements to unsterotype. So how do you understand some of the stereotypes and then how do you, in a very, very structured way, unsterotype are four key messages on how to be unmissable. So this is where I'm going to stop and then hopefully open up to Q&A. I talked about the what, what is purpose, single-minded, enduring expression, making the world a better place. I talked especially about the trifecta or the layer of benefits. I talked about the why and I shared with you some of my experiences on the how. How do you do good, get real, be unmissable? And these are some of the themes that I'm sure will come through the day as you have other speakers coming too. I think the main call to action that I have to all of you in the room is this whole theme of how do we move from marketing to maturing because I think all of us call ourselves as, I'm a marketing manager, I'm a marketing director, I'm a marketing VP, but it's easy to get stuck in the act of marketing and I think the whole discussion that is on today is you've got to elevate it from marketing to maturing, you've got to matter. Then you will be able to immerse and get into the culture, penetrate the culture and really build fantastic brands. So I'm going to stop here, hopefully I'm on time and I can take some Q&A, I believe. Thank you.