AASHIRVAAD ATTA

WB & ANE MARKETS

MEDIA APPROACH. JULY 2023.
 KEY HIGHLIGHTS FROM THE PRESENTATION

• Category Understanding

• 2 C Framework

• Understanding Consumer & Addressable Audience

• Defining the Strategic Framework

• Media Deployment

• Budgeting & Phasing

2
 CATEGORY
UNDERSTANDING

3
TREND OF HIGHER PREFERENCE & CONSUMPTION GIVEN TO
LOOSE ATTA
IN ANE MARKETS
TENDENCY OF CONSUMING BRANDED AASHIRVAAD ACCOUNTS TO THE HIGHEST
ATTA IN NE MARKETS IS LOW MARKET SHARE

Branded Atta Atta Brands MS Value in N-East Market

Markets
Consumption Aashirvaad 63.1
Pan India 20.5% Amrit Bhog 12.7
Magik Cook 1.6
HSM Markets 20.3%
Fortune 7.5
South Markets 18.7% Ganesh 6.8
North-East Markets 8.3% Amar 1.5
Magic Cook 0.3
East Markets (WB) 20.7%
Private Label 2.1

Recommendation – Being the branded atta market leaders, create awareness through building higher frequencies for the
targeted audience

Source – Nielsen Atta Data 2023

WB OBSERVES EQUAL CONSUMPTION PROPENSITY FROM
METROS & NON-
METROS MARKETS
AASHIRVAAD ACCOUNTS TO THE HIGHEST EQUAL FOCUS SHOULD BE GIVEN TO NON-
MARKET SHARE METRO MARKETS IN WB

Branded Atta
Atta Brands MS Value in WB Market
Markets Consumption Consumption %
AASHIRVAAD 53.6 (In Tonnes)
GANESH 23.1
WB 7,792
FORTUNE 12.4
AMRIT BHOG 1.4
Kolkata 3,350 43%
KANCHANJUNGA FL
MILL 0.3
ANKIT 0.5 Rest of WB 4,442 57%
SANKHA MARKA 0.5
SHYAM 0.8
SUNREAP 0.7
PRIVATE LABEL 2.0

Recommendation – Target and allocate monies for Kolkata and Rest of West Bengal separately

Source – Nielsen Atta Data 2023

MAPPING PRECISION ACROSS THE 2C FRAMEWORK

PRE-SHOP PRE-SHOP
CAPTURE CONVINCE

Use Data to identify & construct

Going after a broader audience to drive
High Value Audience to deliver customized
awareness and focus on building frequencies
messages within the right context and the
on key reach platforms
relevant moment.

MAXIMIZING REACH/
FOCUS ON DRIVING
ENGAGEMENT
ENGAGEMENT

6 Title of presentation
IDENTIFYING CORE HVA IN CONVINCE STAGE; WE IDENTIFY KEY
ATTRIBUTES
OF OUR PURCHASE DECISION MAKERS
ATTRIBUTES OF ATTA PURCHASE DECISION MAKERS

EMOTIONAL DRIVERS

FAMILY PARTICIPATION IN
COMES FIRST FOLLOWING HER
PASSION & CHILD’S
For her the family and PROFESSION ACTIVITIES
their needs come first,
she would never She also takes care of her Not only does she give
compromise on their profession and manages to give attention but also
requirements equal attention to personal and participates in her child’s
professional life activities and interest points
POTENTIAL TARGET
AUDIENCE

ATTRIBUTES OF ATTA PURCHASE DECISION MAKERS

EMOTIONAL DRIVERS

A mother who effortlessly balances her professional and personal chores and also
FAMILY
manages her surrounding well. She is organized and possesses a good knowledge of
PARTICIPATION IN
COMES FIRST FOLLOWING HER
her family’s requirement and seamlessly manages to fulfil all of them
PASSION & CHILD’S
For her the family and PROFESSION ACTIVITIES
their needs come first, MULTI-TASKING MOTHER
She also takes care of her
she would never Not only does she give
compromise on their profession and manages to give attention but also
requirements equal attention to personal and participates in her child’s
professional life activities and interest points
 DEEP DIVING INTO UNDERSTANDING THE CORE
AUDIENCE
TOP MEDIA CONSUMPTION PLATFORMS KEY INTEREST POINTS REASONS FOR USING INTERNET

100 140 Interest Points Audience % Index Audience

131 129 Interest Points Index
90 120 122 %
116 120
Cooking 63 128
111 Watching videos, TV shows or
80 58 109
103 Parenting 60 106 movies
100
70 100 Researching/ browsing 56 125
Food & drink 58 124
60 Accessing / listening to music 50 114
80 Music 56 136
Staying in touch with friends /
50 48 122
Beauty / cosmetics 47 164 family
60
40 Business-related research 44 131
News / current affairs 46 126
30 40 Researching health issues /
Fitness & Exercise 42 116 43 122
healthcare products
20
20 Celebrity news / Managing finances / savings 42 132
33 143
10 gossip
0 0 Nutritional 30 118 Organizing your day-to-day life 35 124
Social Television OTT Music Games Podcasts Online Radio
Media Streaming Consoles Press Watching videos, TV shows or
58 109
movies

Recommendation – Maintain presence on key platforms suchas Social Media, OTT and Music Platforms. Top key interest
points are Cooking, Food & Drinks, Music and Parenting activities.
Source – GWI
FURTHER, ARRIVING AT THE ADDRESSABLE SIGNALS BASIS THE
HVA AUDIENCES

MULTI-TASKING MOTHERS
Demo F 25-54

Targeting Audience Primary Audience

A mother who effortlessly balances her professional and personal chores and also manages her surrounding well. She is organized
HVA Descriptions and possesses a good knowledge of her family’s requirement and seamlessly manages to fulfil all of them

People in India who are -

• Mothers – Motherhood Parenting, KidZania, Cartoon Networks, Hopscotch , Barbie, Hotwheels, Disney Junior, Mothercare,
Chicco etc
AND
FB Addressability
People who are interested in -
Signals • Professional & personal development – Small business owners, Career development, Tutor profession, Jobs, Learning courses etc
• Social Events – Parties, Family Events, Children’s parties etc
• Foodies – Cuisines, Fine Dine, Dineout, Foodie
• Cooking – Recipes, Simple recipes, Cooking recipes

Key Markets West Bengal Assam + North-East

Potential Audience Size 4.2 Mn XX Mn

Source – Meta Platforms

ADDRESSABLE TARGETS TO THE AVAILABLE
OPPORTUNITY
WB AUDIENCE SIZING ANE AUDIENCE SIZING

Overall Females 18+ - 12.4 Overall Females 18+ - 6.9

Mn Mn

CAPTURE PHASE CAPTURE PHASE

Targeted Demo Females – 25-54 Targeted Demo Females –

- 6.9 Mn 25-54 - 3.6 Mn

CONVINCE PHASE CONVINCE PHASE

Multi-Tasking Moms Multi-Tasking Moms

3.8 Mn 2 Mn
MAPPING OUR STRATEGIC APPROACH FOR
CHAKKI ATTA
CAPTURE CONVINCE
TARGETING FILTERS Female 25-44, WB & ANE Markets Mothers 25-44, WB & ANE Markets

AUDIENCE SEGMENTS Demo Audience Multi-Tasking Mothers

MEDIA TASK Build awareness Drive Consideration & Build Relevance

Build reach and aid discoverability about Build consideration by intervening at various key
ROLE OF MEDIA
Aashirvaad Chakki Atta on key reach platforms moments

KEY PLATFORMS & Meta Platforms, YouTube, Display & Video 360, Meta Platforms, YouTube, Display & Video 360,
GENRES OTT Platforms Communities, Glance, Quora

MEDIA METRICS (KPIs) Reach Views, VTR

Media will be optimized for Views

FORMATS Video Formats

COMMUNICATION Dial up on premium credentials and advantages Re-emphasis on advantages on consuming branded
HOOKS of consuming branded atta atta and driving relevance with key aspects
GETING KEY AUDIENCES ACROSS PLATFORMS THROUGH RELEVANT SIGNALS &
CHPOINTS
CAPTURE PHASE
TARGETING OPTIONS AVAILABLE ON REACH BUILDING
PLATFORMS
Demo Targeting
Audiences to be chased : Demo
Meta Targeting Targeting
Targeted Demo : Females 25-54
Markets : West Bengal & ANE
YouTube Targeting Audiences to be chased : Demo
Targeting
Targeted Demo : Females 25-54
Markets : West Bengal & ANE
OTT Targeting Audiences to be chased : Demo
Targeting
Targeted Demo : Females 25-54
Markets : West Bengal & ANE
1
CONVINCE PHASE
TARGETING OPTIONS AVAILABLE ON BUILDING
CONSIDERATION & RELEVANCE
Role Of Media Multi-Tasking Moms Role Of Media
Mothers – Kids Toy Brands,
Meta Targeting Parenting magazines, Lego,
Maximizing Reach & Building Mattel, Hopscotch etc AND Maximize Reach & Building
Frequency Key Signals – Personal Frequencies
Development, Foodies,
YouTube Targeting
Parental Status + Children’s
Maximize Reach & Building
Maximising Reach Products., Children’s Apparel,
Frequencies
Child Education, Parenting,
OTT Targeting
Moms + Content – Kids Content,
Incremental Reach & Building Incremental Reach & Building
Infotainment Content, Kid’s
Frequency Frequency
Channels, GEC Content etc
 ANALYSING TOP OTT PLATFORMS FOR INCREMENTAL
REACH &
BUILD FREQUENCIES
WESTBENGAL MARKET ASSAM & NE MARKETS

Distribution Content - High reach platform - F 25-35+ Distribution Content - High reach platform - F 25-35+

60% 20% 20% 60% 20% 20%

Total Unique composition Average Average

Platform % Reach minutes per scoring Ranking Platform Total Unique % Reach composition minutes scoring Ranking
Visitors index visit Visitors index per visit

719 10 62 125 79 1
Hotstar 430 27 324 116 95 1
Hotstar
910 12 59 2 71 2
MX Player 293 18 437 8 62 2
JioCinema
452 6 58 3 41 3
Zee5 141 9 86 2 24 3
MX Player
118 2 108 1 28 4 3 0 2 23 5 4
HoiChoi Zee5
167 2 32 11 19 5 2 0 6 2 1 5
JioCinema SonyLiv
10 0 5 66 12 6
SonyLiv

1 Source – Comscore 2023

MAPPING OUR STRATEGIC APPROACH FOR
CHAKKI ATTA
CAPTURE CONVINCE
TARGETING FILTERS Female 25-44, WB & ANE Markets Mothers 25-44, WB & ANE Markets

AUDIENCE SEGMENTS Demo Audience Multi-Tasking Mothers

MEDIA TASK Build awareness Drive Consideration & Build Relevance

Build reach and aid discoverability about Build consideration by intervening at various key
ROLE OF MEDIA
Aashirvaad Chakki Atta on key reach platforms moments

KEY PLATFORMS & Meta Platforms, YouTube, Display & Video 360, Meta Platforms, YouTube, Display & Video 360,
GENRES OTT Platforms OTT Platforms, Communities, Glance, Quora

MEDIA METRICS (KPIs) Reach Views, VTR

Media will be optimized for Views

FORMATS Video Formats

COMMUNICATION Dial up on premium credentials and advantages Re-emphasis on advantages on consuming branded
HOOKS of consuming branded atta atta and driving relevance with key aspects
 USING PARENTING & MOTHER SPECIFIC COMMUNITIES
TO CREATE
CONVERSATIONS
SEED FOR CHAKKI
IN CONTENT & BUILD CONVERSATIONS ATTA
BY BEING PRESENT ON RELEVANT COMMUNITIES AND TARGETING ACTIVE
MEMBERS

Targeting various communities to spark a

conversation and connection with the brand through
personalized content/ communication relevant to the
respective community

Tentative Cost – ~5L - 10L

Mother
Communities Children
Parenting Development
Groups
BUILDING A COMMUNITY OF PEOPLE RESEARCHING FOR
PARENTING TIPS
LEVERAGING KEY RELEVANT MOMENTS TO BUILD CONSIDERATION FOR
AA
Content Series showcasing
new recipes made from AA
Idea – Capturing relevant moments and
SCA
showcasing key aspects to build consideration on
the lock/peek screen. Use of displaying recipes, 11:11
discounts or time based targeting to drive MONDAY, MAR 20

relevancy.

Targeting : Moms 25-54

Key Markets : West Bengal & ANE Promos and
Estimated Cost: 5-10 L discounted offers

LEARN
MORE Time based targeting – Focus
during lunch hours or
monthly grocery moments
 RECOMMENDED PLAN – REACH ~6.5MN @ 12+
Phase Platform Geo Interest Universe Reach% Impressions Cost
WB (Kolkata) 1722000 65% 2238600 ₹ 3,13,404
YT (DV360) Rest of West Bengal Females 25-54 2378000 65% 3091400 ₹ 4,32,796
Assam & NE 2100000 65% 2730000 ₹ 3,82,200
WB (Kolkata) 1386000 75% 3118500 ₹ 3,74,220
YT (DV360) Rest of West Bengal Females 25-54 1914000 75% 4306500 ₹ 5,16,780
Assam & NE 1750000 75% 3937500 ₹ 4,72,500
Capture
WB (Kolkata) 2100000 65% 5460000 ₹ 4,36,800
Social (Facebook + Instagram) Rest of West Bengal Females 25-54 2300000 65% 5980000 ₹ 4,78,400
Assam & NE 1800000 65% 4680000 ₹ 3,74,400
WB (Kolkata) 1000000 75% 3000000 ₹ 7,50,000
Hotstar Rest of West Bengal Females 25-54 700000 75% 2100000 ₹ 5,25,000
Assam & NE 260000 75% 780000 ₹ 1,95,000
Total 41422500 ₹ 52,51,500
WB (Kolkata) 1197000 70% 4189500 ₹ 2,51,370
YT (DV360) Rest of West Bengal Females 25-54 Interests: Cooking, Mothers, Foodies 1653000 70% 5785500 ₹ 3,47,130
Assam & NE 1730000 70% 6055000 ₹ 3,63,300
Convince
WB (Kolkata) 2000000 70% 7000000 ₹ 2,80,000
Social (Facebook + Instagram) Rest of West Bengal Females 25-54 1800000 70% 6300000 ₹ 2,52,000
Assam & NE 2000000 70% 7000000 ₹ 2,80,000
Total 36330000 ₹ 17,73,800
Market Reach @1+ Reach @4+
Kolkata 29,93,540 16,68,354
ROWB 33,19,460 19,18,726
Assam & NE 31,73,350 16,84,200
THANK YOU
CURRENT BRAND CHALLENGE
While AA is a leader in branded Atta the key
consumption in North and East is wheat/chakki
atta.
The Challenge is to convert non-users/infrequent
users to branded Atta and to Aashirvaad
THE BARRIERS
Inertia, lack of understanding of the benefit of branded atta
Atta is a universal consumption good but the consumers are
not homogeneous. There is a strong heterogeneity within
individual motivations for purchase.
Triggers and Barriers vary basis need state and usage and
behaviour