Thank You..

Media Brief: Objective: Do a pressure test in a region in Mumbai where we can see the effect of ATL advertising Campaign: Indigo Market: Mumbai TG: Females , 25-44 NCCS A Campaign Period: 1 Month – May- June 2017 Cost: To be suggested

Region selected in Mumbai: TOI Plusses Approx PO for Sunday Approx. PO for Weekday DTP (Down Town Plus) 1,40,000 SOBO (South Bombay) Cuff Parade to Worli 72,000 MTP (Mid Town Plus) Bycullq, Dadar, Mahim, Sion, Harbour Line 69,000 67,000 WSP (West Side Plus) Bandra to Borivali 2,80,000 2,75,000 BAKH (Bandra Khar Plus) 31,000 SAVI (Santacruz Ville Pare Plus) 44,000 ANDE (Andheri East Plus) 34,000 ANDW ( Andheri West Plus) 50,000 48,500 GOMA (Goregaon Malad Plus) 48,000 KABO ( Kandivali Borivali Plus) 66,000 DAVI ( Dhaisar Virar Plus) 68,000 65,000 TNA (Thane Plus) 63,000 NBP (Navi Mumbai Plus) 79,000 75,000 MUP (Mulund Powai Plus) 49,000 CHGP (Chembur Ghatkopar Plus) DKP ( Dombivali Kalyan Plus) 57,000 54,000 Chunnabatti + Kurla 11,000 Recommend to select WSP: West Side plus region because: It can be isolated to one region of Mumbai that has similar profile of audience mindset It has a sizable chunk of copies being distributed in the market It covers significant number of outlets where the test measures can be evaluated.

Index of core TG on universe What medium do we select? Print, Outdoor, Digital and Cinema emerge as media choices in Mumbai Reach % Index of core TG on universe Satellite Television 90% 99 Newspaper 55% 100 Magazine 1% 84 Statements that define the apparel category consumer: Really enjoy shopping for clothes Would describe myself as westernized Prefer wearing western outfit Its worth paying extra for good quality products Buy clothes for comfort not for style Radio 26% 103 Cinema 9% 112 Outdoor 83% 99 Internet 46% 101 Mobile 56% 101 Source : TGI

Targeting on Print:

English language publications clearly scores over vernacular in Mumbai  All figures in ‘000 Lang All Mumbai Mumbai 25-44, NCCS AB Mumbai 25-44, NCCS A Population 15727 4436 2449 The Times Of India Eng 2252 14% 874 20% 694 28% Hindustan Times 1435 9% 575 13% 430 18% Mumbai Mirror 1098 7% 432 10% 364 15% Maharashtra Times Mar 958 6% 332 243 Gujarat Samachar Guj 550 3% 187 4% 172 Mid Day (7D) 530 242 5% 192 8% Loksatta 478   Lokmat 442 Navbharat Times 385 2% Mumbai Choufer 366 136 Yeshobhumi 323 Saamana 296 124 The Economic Times 294 Navakal 275 DNA 240 English language publications clearly scores over vernacular in Mumbai TOI is the top publication in the market DNA is low on reach but has high affinity among our TG Among top publications, TOI and Maharashtra Times has the least duplication followed by HT   Totals The Times Of India Hindustan Times Mumbai Mirror Maharashtra Times Gujarat Samachar Mid Day (7D ) 15727 2252 1435 1098 958 550 530 100% 23% 36% 13% - 37% 18% 11% 75% 24% 15% 31% Mid Day (7D - English) 55% 30% Market : Mumbai Source : Clear Decision Note: Duplication seen at All Mumbai level and not TG as the sample for TG specific cut is low

Publication combinations In terms of incremental reach, HT and Maharashtra times are the only publications with significant incremental reach HT adds higher incremental reach over Maharashtra Times Market: Mumbai   25-44, NCCS AB 25-44, NCCS A Publication combinations Supplement Reach % Incremental Reach Card Rate / Sqc Inc Cost / Inc Reach TOI Eng Bombay Times 19.7 28.3 2785 TOI + HT Eng + Eng HT Cafe 26.7 7 37.6 9.3 1400 200 TOI + Mah Times Eng + Mar Mumbai times 24.7 5 34.1 5.8 910 182 TOI + Lokmat Main 23.3 3.6 33 4.7 1500 417 TOI + Gujrat Samachar Eng + Guj 22.5 2.8 32.8 4.5 525 188 TOI + Midday 21.9 2.2 31.9 1881 855 TOI + Mumbai Mirror 22 2.3 31.6 3.3 1995 867 TOI + NavBharat Times Eng + Hin 31.1 995 433 TOI + Loksatta 22.2 2.5 31 2.7 2000 800 TOI + DNA After Hrs 20.3 0.6 29.1 0.8 1200 25-44, NCCS AB 25-44, NCCS A Publications Reach Increment TOI + HT + DNA 27.3 7.6 38.3 10.0 TOI + Mah Times + DNA 25.2 5.5 34.9 6.6 Market : Mumbai Source : Clear Decision

Beyond 3 insertions in each publication the incremental reach start declining 25-44 NCCS AB 25-44 NCCS A Round of Ads Reach Incremental 1TOI + 1HT + 1 DNA 27.3 - 38.3 2TOI + 2HT + 2 DNA 30.4 3.1 41.9 3.6 3TOI + 3HT + 3 DNA 31.7 1.3 43.4 1.6 4TOI + 4HT + 4 DNA 32.5 0.8 44.4 1.0 Market : Mumbai Source : Clear Decision

Other publications do not offer same split across Mumbai regions Hindustan Times Maharashtra Times Lokmat Gujarat Samachar Mumbai Mirror Navbharat Times DNA HT Cafe Mumbai times After Hrs South Mumbai Colaba to Mahim & CST to Sion Mumbai City No region wise split available Southern Plus (DTP Run) DownTown Plus run Bandra Borivali Thane Vishesh Thane to Badlapur + Navi Mumbai Thane Western Plus Bandra to Virar Powai - Mulund Vasai Virar Central Plus Chembur to Badlapur

Thus, the Print plan State Key Market Publication Area Covered Issue Type Quarter page Half Page - Vertical Total Ins   400 Sqc. 838.4 Sqc. Maharashtra Mumbai Bombay Times - Westside Plus Bandra to Borivali City Supplement 1 2 Total 3 Plan Eval: TG Universe in Mn. Reach% @ 1+ Reach% @ 3+ AOTS GRP F 25-45, A 1.2 21 13 2.5 51 F 25-45, AB 2.3 8 31 Plan Schedule Date 13th May. 3rd June 10h June Day Saturday Ad insert 1 Half Page 1 Quarter Page

Targeting on Outdoor:

Outdoor Plan Targeting Bandra to Borivalli Limited number of site covering areas that has high potential reach of core audience High traffic zones and key market / office areas 21 days of activity Large sites with more than 600 Sqft area to build impact and stature for band Sr. No Location Medium Media Type Width Height Units Area Sqft  1 Bandra ROB MT - 3rd Site Billboard FL 40 1 1600 2 Santacruz SV Road - MT NL 20 400 3 Juhu : Opp. J.W Marriot & Tulip Star Hotel fcg ET 30 600 4 Andheri Link Road, Chitrakut Nr. Fame Adlabs & Fun Republic - Site No. 2 - ET 5 Goregaon Nr Arey Flyover Towards Oberoi Mall 80 2400 6 Malad Link Rd Opp. InOrbit Mall - ET 60 1200 7 Kandivali Nr Sai Dham - ET

Juhu : Opp. J.W Marriot & Tulip Star Hotel fcg ET 30x20 Andheri Link Road, Chitrakut Nr. Fame Adlabs & Fun Republic - Site No. 2 - ET 40x42 Malad Link Rd Opp. InOrbit Mall - ET 60x20 Juhu : Opp. J.W Marriot & Tulip Star Hotel fcg ET 30x20

Targeting on Digital:

Using tools to profile audience: What makes so powerful? Reach out to an estimated base of 1.7 million female audience across following categories. We combine multiple sources of ‘Mobile’ data to build strong individual user profiles Millennial Women Millennial Women Clicks & Events Time Stamp ZIP Code Home Address Participation / Engagement Voice / SMS Location Social Data Apps Browser History Lat/Long Demographics Female Age 18-40 Interests Celebrity/Entertainment – Sections on Csomopolitan,Wonder Women & other female portals Social Media – Profiled Female Audience Fashion & Beauty-Cosmetics,Personal grooming products Shopping – Female Accessories,Footwear,Maternity Products Health & Fitness – Maternity, Child Care, Yoga, Aerobics

Ways Maxus will target audiences for FabIndia in Mumbai…. Facebook ads with Store Visits objective uses a users phone location to serve ads when they’re in proximity of a store. Reach Eng. Rate Get Directions  2.5 M  2% 1875 Store Visit Ads using creative formats like carousel to increase CTR and hence store visits. SmartMad targets audiences 18-40F across News & Entertainment on mobile through its DSP inRich

Potential Impressions/ Thus, the Digital plan Platform Properties Potential Impressions/ Reach Targeted Impressions Clicks/ Engagement CTR%/ Eng. Rate Buy Type Social Facebook 300,000 4,800,000 120,000 2.50% CPM   Madhouse - SMS – Text 160 characters 761,968 2,000,000 NA CPSms

Targeting on Cinema:

Cinema Plan Targeting Bandra to Borivalli Limited number of chains with that have significant crowd pulls Multiplexes in malls that have FabIndia store A+ screens to target key audience Targeting 2.2 Lac audience 4 Week plan across 15 screens with 3 shows for 7 days 60% occupancy rate at cinema halls Use 10 sec slides before the movie starts directing audience to the nearest store Add 6” X 6” standees for branding at Food and beverage areas which has high visibility SL. NO. THEATRE LOCATION CAPA. CAT. 1 PVR GOREGAON - 1 (D) # OBEROI MALL, GOREGAON (E ) 322 A+ 2 PVR GOREGAON - 2 (D) # 401 3 PVR GOREGAON - 6 (D) # 306 4 PVR ANDHERI - 1 (D) # CITY MALL, ANDHERI (W) 216 5 PVR ANDHERI - 2 (D) # 6 PVR ANDHERI - 3 (D) # 7 INOX MALAD - 1 (D) # IN ORBIT, MALAD (W) 294 8 INOX MALAD - 3 (D) # 420 9 INOX MALAD - 6 (D) # 245 10 FUN CINEMAS ANDHERI - 1 (D) # FUN REPUBLIC, ANDHERI (W) 383 11 FUN CINEMAS ANDHERI - 3 (D) # 387 12 FUN CINEMAS ANDHERI - 4 (D) # 252 13 CINEMAX MALAD - 2 (D) # INFINITY 2, MALAD 14 CINEMAX MALAD - 3 (D) # 190 15 CINEMAX MALAD - 4 (D) # 187

Driving footfall to FabIndia stores Plan Summary: Driving footfall to FabIndia stores PRINT CINEMA DIGITAL OOH

Thank You.