1. Conference : Silicon India ; Location : Mumbai ; Date : 30-04-2011 Presented by : Shivam Srivastava ; National Manager – Strategy; Sify Technologies (www.sify.com)www.sify.com Topic : Digital Strategies 2010 – 11 @ Sify.com

2. Case Study – Cricket World Cup 2011 @ Sify Objective: Creating a mega event around CWC and marketing the same through Social media; rich interactive content and other networks. Key Differentiator: Application, Widget which could be plugged into social media platforms. LIVE MatchCricketer Look - AlikeCrickTweet

3. Partners for the CWC event: S. No.AdvertiserBrand 1Procter & GambleHead & Shoulders 2LG Electronics IndiaLG Lead 11 Corporate 3AdidasAdidas Cricket 4LenovoLaptops 5Coca Cola IndiaCoke BRRR Reach: 130 Million Page Views and 5 Million Unique Users Achievement &Learning: 1)LG was the “most talked brand” during CWC 2011. 2)Brands got great traction on social media via interactive applications. 3)“No. 1 in time spent per visit”. User stickeness 4)On Comscore Matrix under Sports Category Sify gained No. 3 Rank.

4. User clicks ‘Play’ to begin Note: The application to start the video from the point user enters. For example: If the user has come after 3 hours late into the match, the application will start the video from that point onwards Interactive LIVE Match : Application Flow & Mocks

5. Match Screen: Social Media Sharing Area > Team names and Venue with Batting & Bowling status display Branding Facebook ‘like’ unit

6. Play: Non-strike batsman (Small circle) Batsman on strike (bigger circle) Fielders: Field position to change with each over Wicket keeper Bowler Bowler, wicket keeper and fielders to change position after each over Batsman dot colours to change to country/ uniform specific colours (IF technically possible) For animation sequence and effects please refer to the attached flash file Live score, changes on the fly

7. Indicates 4 - boundary Play:

8. Indicates 6 - boundary Play:

9. Indicates fall of wicket

10. Play: All dots (fielders) to join and make a bigger circle once a wicket has fallen

11. Play: Bowler, wicket keeper and fielders to change position after each over Batsman dot colours to change to country/ uniform specific colours (IF technically possible) For animation sequence and effects please refer to the attached flash file BACK

12. CrickTweet : Application Flow & Mocks

13. Main Screen: Social Media Sharing Area Facebook ‘like’ unit Recent searches will appear here in scrolling fashion (these keywords will be moderated) Find out what people say about cricketers Sachin Type a keyword and select ‘GO’ to proceed OR Just click on a available keyword

14. The Tweets: Social Media Sharing Area Find out what people say about cricketers Portrait image is formed Text in white are all the tweets

15. Find out what people say about cricketers Portrait image is formed Text in white are all the tweets When users moves the mouse over the word, it will get highlighted and a pop-up will show the actual tweet that includes the searched key word. The popup to close on mouse - out The Tweets:

16. Find out what people say about cricketers User can even mouse over outside the picture area Even if the user does not mouse over on the picture, the application should automatically display pop-up of each tweet one by one in an interesting animated fashion. The Tweets: BACK

17. Cricketer Look – Alike : Application Flow & Mocks

18. 1/19 Main Screen: Branding areaSocial Media Sharing Area Top most matches profiles. Application branding Application description Facebook ‘like’ unit Link to sponsor’s page User photo will appear here Intro text OR important messages

19. 1/19 Comparing: User clicks on the button to start comparing Change Takes user to the ‘Browse and upload’ screen User selected photo

20. Back Results: Takes user to the ‘Login’ process screen BACK

21. Thank You !!