A study that explorers this ‘ONLY in the 94.3 RADIO ONE AUDIENCE’ THE INTERNATIONAL INDIAN MONITOR TM A GUIDE TO HOW OUR LISTENER IS IMPACTED BY YOUR BRAND IN THE 3 LARGEST CONSUMPTION MARKETS. DELHI. MUMBAI. BANGALORE BRAND ENDORSER STUDY A study that explorers this ‘ONLY in the 94.3 RADIO ONE AUDIENCE’ THIS IS NOT A CELEBRITY RANKING. ONLY A DOCUMENT THAT SHOWS HOW TO USE A PARTICULAR BRAND ENDORSER IN A BETTER WAY WITH THE RADIO ONE AUDIENCE

INTERNATIONAL INDIANS THE INTERNATIONAL INDIAN MONITOR Radio one is the only international radio network in India that super engages 25 million upscale educated Indians both on air and on social media An audience we like to call INTERNATIONAL INDIANS

OUR AUDIENCE International Indians are India’s most influential consuming class The buy what they think is the best. They influence choices of those around them We created the International Indian MonitorTM to help your brand understand its ‘share of preference’ in this valuable audience

International Indian Monitor TM compiled How is the International Indian Monitor TM compiled We asked our listeners to advise our on air hosts on what “brand choice” to make through on-air questions and then their responses were directed to our social media pages We have over 1.3 Million fans on our social media pages in Delhi. Mumbai .Bangalore ! Listener response has been outstanding because our listeners : A ) LOVE our hosts and genuinely want to help them decide on brand choices! B) Our listeners are always super engaged with the content on our stations on air and online and consume such an exercise as ‘content’ and not ‘commercial’

Let us see how our listeners , your buyers reacted to simple questions by us

EDITION : BRAND ENDORSEMENTS INTERNATIONAL INDIAN MONITOR EDITION : BRAND ENDORSEMENTS The 2 questions that were asked Can you help me decide ? 1. Do you believe brand endorsers really USE the products they endorse? 2. Name one brand you bought or recommended because of the brand endorser Share of Preference data and insights will help your brand decide how innovative it needs to be with our audience, your buyer

WE ASKED LISTENERS FOR THEIR OPINION ABOUT BRAND AMBASSADORS & BRAND ENDORSEMENTS

RESPONSE ANALYTICS Cumulative reach 64,497 LISTENERS Total engagement rate 27.00% Total likes & total comments 17,420 On a reach of a large sample of 65k upscale & super enagaged audience in Mumbai, Delhi and Bangalore! 64,497 ACTIVELY ENGAGED AUDIENCE with an engagement rate of 27% on the ‘belief in brand endorsers! This clearly shows how upscale listeners of 94.3 Radio One are involved with brands and those who endorse them. They also shared, with us, where their choice of product was entirely driven by belief in the brand endorser or not!

Do Brand Endorsers use the products they endorse? PREFERENCE RANKING AND SCORE OUT OF 100 Do Brand Endorsers use the products they endorse? Also it has been observed that half of the sample size believes that the brand endorser does NOT use the product he/she endorses – which leads us to infer that they do not get influenced by brand ambassadors while making product purchases

BRAND PREFERENCE SCORE OUT OF 100 Brand Endorser Influence ranking on product purchase (1 low – 10 high) (Large sample size indexed to 100%) PRODUCT PURCHASE PUSH RANKING Brands Endorsed Ratings Baba Ramdev Patanjali 9 Priyanka Chopra Pantene 7 Shah Rukh Khan Tag Heur, Fair n Handsome 3 Amitabh Bachan TATA Sky Salman Khan Thums Up 2 Usain Bolt Puma PRODUCT PURCHASE PUSH RANKING Brands Endorsed Ratings Ranveer Singh Colgate 1 Varun Dhawan Ponds Kareena Kapoor Tetley's Tea Hema Malini Kent RO Dia Mirza Neutrogena Anushka Sharma Nivea Deepika Padukone L’Oréal Paris Ranbir Kapoor Lenovo Shilpa Shetty Pantene Christiano Ronaldo Nike Alia Bhatt Caprese Katrina Kaif Veet Rahul Dravid Reebok Sahil Khan Big Muscle THE BRAND ENDORSES ON THE LEFT SIDE HAVE A HIGHER PRODUCT PURCHASE PUSH AS COMPARED TO THE ENDORSERS ON THE RIGHT SIDE

BRAND ENDORSERS BRAND PUSH STRENGTH IN THE 94.3 RADIO ONE AUDIENCE Brand Endorsers on Left Side – STRONG BRAND PUSH Brand Endorsers on Right Side – WEAK BRAND PUSH Brand Endorsers on the left resonate TRUST in the product. These brand endorsers have garnered respect among Radio One listeners and they believe these endorsers will not commit to a product unless they truly believe in its merits. Brand Endorsers on the right have weaker strength in association with the products. They have low impact among the upscale educated Radio One audience and will be weak influencers in product purchase as there is low belief that they really use the products they endorse Baba Ramdev has a whooping 90% trust of Radio One listeners trust in endorsing Patanjali due to his long established legacy The brands on the right need to use multi media push considering their endorsers do not resonate when only one medium is used. Using Radio One innovatively can strengthen the brand push rankings and strengthen the belief that they use the products they endorse! Priyanka Chopra also enjoys a high trust value of 70% over Radio One listeners for endorsing Pantene, an International product due to her recent success in Hollywood For eg : Deepika Padukone, Anushka Sharma and others in this category have a weaker strength on the brands they endorse. By creating media multiplers on radio one using their UNIQUE VOICES , the upscale radio one audience can be influenced positively . While Ranveer Singh has positive association for ICICI Lombard, it is weak on Colgate and this can be strengthened by eg: ‘morning time associations of usage of product’ Amitabh Bachchan endorsing TATA Sky resonates well as both TATA & Amitabh Bachchan are widely respected in the country and stand for trust.  

INTERNATIONAL INDIAN MONITOR INFERENCES BRAND PUSH ADVICE Pantene, as endorsed by Priyanka Chopra is popular among Radio One listener base with 70% trust votes. Priyanka Chopra as a personality is popular with Radio One listeners and Pantene must use this to its advantage and advertise to maintain its edge over the International content loving upscale audience. Patanjali is very popular among the Radio One listener base with 90% votes. Clearly, Baba Ramdev as the face of the brand has led people to trust the brand. Patanjali needs to cash in on this opportunity & let people engage with Baba Ramdev – hence cementing the trust! Puma needs to come out strong with the Radio One listener base as its score among the audience is only 20%. With the sport loving audience at Radio One, Puma can come up with innovative and engaging campaigns to resonate with this TG. TATA SKY only has 30% votes among Radio One listeners despite high faith in the brand endorser Amitabh Bachchan! The brand needs to improve its product connect with the 94.3 Radio One audience and help convey brand strengths in a more consistent and convincing manner. Given that upscale audiences are more likely to move to ‘internet VOD’ services quicker, important for TATA sky to restore connect with the 94.3 Radio One Audience Tag Heur has only 10% votes among the Radio One listener base and not taken seriously. It needs to immediately undertake strong marketing & advertising measures to increase familiarity among this elite audience.

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CONCLUSION The International Indian monitor has shown you micro insights on how to improve the strength of your brand endorser connect in the 94.3 Radio One Audience – THE INTERNATIONAL INDIAN 25 Million Upscale Indians who are India’s most influential consuming class

INTERNATIONAL INDIAN AUDIENCE CONCLUSION Please contact us at innovations@radioone.in and we will be glad to to help you improve your share of brand preference in the INTERNATIONAL INDIAN AUDIENCE