ENSURING Strength to ACHIEVE DREAMS An integrated Communications campaign that uses the PARENT-CHILD RELATIOnSHIPs to highlight the role of caregivers in ensuring nutrition to older parents

TARGET AUDIENCE & CAMPAIGN INSIGHTS The great Indian family has parents at the base of it, they are the foundation that holds every member in a household together Indian parents play a primary role when it comes to influencing their children’s decisions as they grow older They make an added attempt to help their children pursue their dreams, while allowing their own dreams to take a backseat As the children thrive, they remain unaware about their parents’ lives and do not understand what their parents really want Due to lack of strength and old age, the parents’ dreams remain unfulfilled COMMUNICATION CHALLENGE ENSURE™ was considered a medically prescribed supplement and had not been accepted or perceived as a lifestyle, daily-health drink despite campaigns ENSURE™ hadn’t done any PR outreach in India, and therefore the need was to create maximum visibility in its first burst OPPORTUNITY Launched in India in 1999, for nearly 15 years ENSURE™ was sold exclusively via doctors and health care providers. However, with increased incidence in adult malnutrition in the country, Abbott saw an unmet need in community and embarked on a direct to consumer outreach to launch Ensure™ over the counter giving consumers access outside of hospitals and pharmacies.

UNDERSTANDING THE TARGET AUDIENCE Users – Health Conscious, Nutritionally engaged 50+, health conscious, strong desire to manage their health and take action Healthy and want to maintain their health Caregivers – Key Purchase Influencer Caring children, SEC A and B, educated, urbanized First purchase, key source of information as well as influential factors for users PRIMARY SECONDARY Parents are parents first – feel they shouldn’t be a burden on their children Jump onto a chance to do prove their love for their children – no matter how old the child is Young adults care for parents and feel “I have not done enough for my parents” Jump into a chance to do prove their love to their parents if any. Both users and caregivers understand physical and emotional ‘Strength’ is the biggest enabler to healthy ageing

STRATEGY Leveraging the Asian cultural backdrop of the generation gap amongst children and parents, Abbott started a dialogue between young adults (caregivers) and their parents on their dreams and aspirations through a survey. Create a rich emotional layer for ENSURE™’s brand communication using parents’ dreams as a central narrative cutting across various campaign elements - survey, TVC, microsite and digital platform Leverage celebrity parent-child duos – Anil & Rhea Kapoor and Neena & Masaba Gupta to build salience and engagement for Ensure™

ROLE OF PR PR played a central role in the Ensure Dreams 360 degree campaign taking the lead on survey amplification, launch event and providing content support for the storyboard for Dreams Video, KOL communication and also provided inputs for the making of the TVC. Unveil the results of the Dreams Survey – the first leg of the Dreams Campaign Building relevance for ENSURE in the adult nutrition category Highlight the product features of ENSURE while telling the story about today’s “Indian Parent” Build visibility and recall for the brand amongst key stakeholders – media, consumers, and influencers Drive positive conversations around the brand as an enabler for DREAMS and STRENGTH Sustain conversations on brand campaign throughout the year via an integrated PR approach

PR TACTICS INFLUENCER LED PANEL DISCUSSION Identified influencer group of Anil Kapoor - Rhea Kapoor, Neena Gupta - Masaba Gupta Influencers short-listed basis their relevance to the age group of our TG and their personal achievements Influencers led the panel discussion on how “age” is just number - healthy living helps stay fit and achieve ones dreams. They also spoke about their dreams and how they have achieved the same Media across platforms – Print, Electronic, Online, Regional were invited for the event

COVERAGE SNAPSHOT Leveraged Influencers in garnering large features in Hindustan Times - HT Café, HT Brunch, NDTV, Zoom Advised on leveraging only one celebrity for the Bombay Times paid story & also suggested the topic to be around fitness - thus ensuring large features in HT Café editorially Influencers interacted with lifestyle publications - Elle and Grazia HT café NDTV Elle Grazia HT

BLOGGER ENGAGEMENT Invites extended to lifestyle, health & fitness, F&B bloggers Bloggers were leveraged to increase the credibility quotient of the survey Key bloggers – The Vegetarian Bhukkad, The Mumbai Glutton, The FBAI and Hungry Ladki Generated real-time online conversations, thus contributing to efforts of making the event trend on social media The Vegetarian Bhukkad The Mumbai Glutton Hungry Ladki The FBAI

Category building (unbranded) SUSTENANCE Category building (unbranded) KOL engagement on the importance of adult nutrition Well-positioned articles with Dr Shweta R in Mumbai Hindustan Times – HT Cafe

RESULTS Print Campaign Digital campaign video PR Campaign 442 K 5 Mn Views 70 Mn Reach Twitter Activity Blogger Activity Campaign website / CRM 59K Unique Visitors 6 Mn reach 6.9 M Reach -Business outcome: Following the integrated marketing campaign, Ensure™ sales grew by 34 percent by the end of 2017. -Earned media exposure: Total media value stood at INR 6.5 CR with key exposures in Category A, B publications and 11 hours of broadcast coverage for the Ensure Dreams Campaign Launch Ensure TVC 128 Mn Reach