Reliance Fresh – 30th June 2017 A Revolutionary story Reliance Fresh – 30th June 2017

THE STORY STARTS HERE Country’s Largest Value Retailer Offer Promotions through Catalogs & Ads Press & VM Focus Only communicate Offers Savings, Savings, Savings Meaning of Value = Rupees saved at Reliance Fresh THE STORY STARTS HERE

TRANSACTIONS! TRANSACTIONS!

BUT THIS IS THE STORY OF EVERY RETAILER

It worked for the Business.. Sales, Footfalls and awareness of shopping occasions were ensured Consider talking about: Social networking websites Mobile phones

BUT SOON WE WERE CAUGHT IN THE CLASSIC TRAP of retail Press Ads for price promotions Need to Push Price Promotions Sales and Footfalls Post- Promotion Lull Hyper-dependence & expenditure on press promotions to keep injecting traction in business, weekend after weekend after weekend.

Pricing of each and every item vis-à-vis competition Weightage of Consumer priorities Pricing of each and every item vis-à-vis competition Brand Name Brand Values THIS IS WHAT IT LED TO: all Consumer preference got tied to the worth of every price-point.. ..The Price of My Aloo vs. My Competitor’s Aloo Services Loyalty Brand Image Instead of a leadership brand war, we were reduced to fighting a brutal street battle of product and offer pricing

No Wonder, THE brand got missed in the picture. Consider talking about: Passive approach Active approach Because the business exists in the company’s mind. The brand exists in the consumers’ mind.

We needed to do something Change

Things that matter to people today OUR CHANGE MANTRA REFOCUSED OUR EFFORTS FROM “TRANSACTIONS” TO “PEOPLE” Things that matter to people today Real life use and relevance of products Social Change We decided to build a Brandspeak in a language attuned to these factors Time Well Spent Everyday Empowerment Content that enriches their life or entertains them Knowledge Family, Personal Life, Personal Occasions Personal Recognition

DIGITAL is the perfect channel to achieve this In order to matter to people, we decided to embrace the medium of the people – Digital Even without the deep pockets and spends of high margin businesses, we believed we could build a brand that was memorable and spoke to peoples’ true needs of the day. DIGITAL is the perfect channel to achieve this High Smartphone penetration across the country Online & Social Media Share of Time constantly increasing Women Users steadily increasing across age-groups and economic background Lower cost, and a more measurable impact than traditional media

The answer was in our choice of medium and our communication strategy New Platform Mix Social Media Communities Social Media Ads Web Ads Press Radio VM Leaflet TV Old Platform Mix Press Leaflet VMs Radio EACH PIECE OF COMMUNICATION TAILORED TO BE RELEVANT TO PEOPLE.

We focused our DIGITAL strategy on two key objectives 1 HIGHER ORDER COMMUNICATION Strengthen social and emotional brand associations 2 ROBUST YEAR-ROUND CONTENT Establish brand’s human role in consumer lives Drive Relevance of Core Business –Fresh Produce Establish brand’s authority and expertise on all things “Fresh”

3 Million People Organic Mentions to brand and film PART 1 EXAMPLES - HIGHER ORDER COMMUNICATION Reliance fresh tells its customers: #DildaarDiwali - 2015 A Diwali viral that inspired people to think beyond themselves and redefine the happiness of their “families” Campaign Reach 3 Million People Celebrities and Brands Organic Mentions to brand and film Online coverage Leading journals and publishing portals expressed love for the campaign

#BadiDiwali-2016 When we inspired a new Diwali Family Tradition Video Views 7.4 Million+ Trending Pan-India YouTube Trending for 48+ hours Impressions 425 Million social media impressions Press coverage Earned PR worth 2Crores

7.02 Million 27 articles on the film showcased on 23 sites #JeeleZara - 2017 A MESSAGE OF EMPOWERMENT THAT TOUCHED INDIAN HOUSEWIVES SO MUCH, IT BECAME A WHATSAPP VIRAL Press coverage 27 articles on the film showcased on 23 sites Featured in 13 lists On YouTube Added to 596 playlists high average view time of 1:13 minutes Video views 7.02 Million

Over 65000 More than 6 Million Over 3 Million #Chhotisiachhai - 2017 A MESSAGE OF goodness inspiring new audiences to feel closer to the brand Reach More than 6 Million Views Over 3 Million Facebook Reactions & Shares Over 65000

PART 2: round the year original branded content Authority Perception through Tie-ups with Celebrity Chefs -engaging tips & recipe videos around key properties (Hero Veg) or seasons/festivals Facebook Live activities and innovations with Television Stars to build awareness during Sales Events Annual Content Calendar reflecting seasonality, retail environment, consumer occasions etc.

THE RESULT: bRAND RELIANCE FRESH IS ONE OF THE BUZZIEST BRANDS TODAY Facebook Fans since 2015 5,17,000 Twitter Followers since 2016 8788 Youtube Subscribers 11,000 Top 10 Twitter Trending Ranks #LuckyKabootar – 150 Million Impressions #SummerBeverageBlast – 82 Million Impressions #IndiaKhayegaHeroVeg – 80 Million Impressions #TyohaarSwaadonKa – 157 Million Impressions #JeeLeZara – 50 Million Impressions

0% increase in Overall Marketing Budget TOUCHING UNPRECEDENTED BRAND SCORES Sales Increase YOY 19 % Footfalls Increase YoY 14% 0% increase in Overall Marketing Budget Brand Imagery Boosted Source Brand Tracking 2016 vs 2014 140%

The success has been recognized through leading awards in the country Most Trusted Retailers 2016 From Rank 29 to Rank 14 Overall, Rank 2 in Retail Gold Multichannel Marketing Marketer of the Year 2nd Runner Up Retail Silver Consumer Insight & Research CRM/Loyalty Sponsorship / Partner Marketing Gold Best Brand Building Best Offline/Online Integration Bronze Sponsorship/Partner Promotional Shopper Marketing Bronze Excellence in Social Media Content

Daily Likes, Shares, Comments, Replies, Retweets BUT THE BIGGEST RESULT: OUR AUDIENCE NOW SEES US AS HER FRIEND, MENTOR AND GUIDE Audience Sharing personal queries and occasions, High user Generated content Daily Likes, Shares, Comments, Replies, Retweets Lots of Brand Love Male to Female Fans: 60:40 Vs. Facebook’s 75: 25

THANK YOU Reliance Fresh -Using Digital to evolve: Grocery Store to a Housewife’s Best Friend. #EvolutionfromGroceryStoretotheHousewifesBestFriend