Ad Power Evaluation of 2 Vivel Animatics in

Ad Power Evaluation of 2 Vivel Animatics in Kerala RESEARCH FINDINGS SUBMITTED TO ITC-PCPB SUBMITTED BY IMRB BRAND SCIENCE Sep – Oct 2014

Background and Research Context • Vivel soap from ITC PCPB was re-launched in 2013 and the brand proposition evolved from “providing soft skin” to “providing skin nourishment” • ITC has been testing certain adverts to this end; some of the recent ones were “Kiss Miss”, “Bistro”, “Don’t hide” and “Unforgettable” • The ‘Kiss Miss’ creative which was about how Vivel nourishes from inside and provides a glow that attracts kisses from others, was launched on national television recently • Going by theme, there are two new creative (in Stilomatic format) created with the same plot, characters and set up one for Vivel Ayurvedia Essence soap and the other one for Vivel Aloe Vera soap • Apart from evaluating the performance of the two ads on the key pre-testing parameters, the research also looks at answering some key questions relating to their likely impact on the brand – How likely are the two ads to impact disposition for the Vivel portfolio? – What kind of influence would they have on the imagery of the brand – functional and emotional? • This report has the findings from the evaluation of the new ads in Cochin

Research Methodology Who? Where and when? Belonging to SEC A, B, C Females Aged between 15 -35 years User decision maker of the following soap brands • Beauty Brands Lux, Vivel (non VLC, non Ayurvedic Essence variants) • Ayurvedic Brands Hamam, Chandrika, Medimix Has color television at home Watches television at least twice a week • Cochin- 24 th Sep to 29 th Sep What ? 150 Quantitative Interviews and 6 Depth Interviews per Animatic in Cochin 2 Matched panels were recruited for testing the two ads How? A quantitative monadic communication evaluation in a Central Location was conducted. Each panel was exposed to an Ad reel in a competitive context. Predictive and diagnostic questions asked

A look at the two ads tested

Theme of the new “Kisses” Stillomatics Vivel Ayurvedic Essence 21 Ayurvedic Ingredients + Vitmain E With their ingredients OR Vivel Aloe Vera OR Aloe Vera + Milk Cream Provide Nourishment from within which in turn provides soft and glowing skin Everybody would like to give you a kiss, which is the reward for the Vivel Woman – who is confident and infuses positivity For ease of reference, from here on Vivel Ayurveda Essence would be called as AE and Vivel Aloe Vera as AV

The ads – Frame by Frame Story opens in a bathing room where a lady is shown bathing with Vivel AE/ AV soap Lying in a pseudo bath tub set-up Next shot: Grandmother in a garden, trying to pluck flowers from a tree but is unable to do so. The young lady helps her pick the flowers. The grandmother kisses her for being helpful. The lady’s mother watches this and smiles In the next scene the grandfather is shown stuck with some work on the laptop. The lady helps her grandfather with the work. The grandfather kisses her for help Next we see the father who is searching for the newspaper but is unable to find it. The lady helps out her father with the newspaper. The father is pleased and kisses the lady The lady is now seen with her mother who is asking her to eat something. The lady eats the food item and her mother kisses her for being obedient Finally the entire family is shown together where they are sitting for a group photo. A kid wants to sit next to the lady. When the lady lets him do so, he kisses her The story of the ad remains exactly similar for both the animatics

Differences between the two ads AE Towards the end, the product window shows a green AE soap with the 21 ayurvedic ingredients and vitamin E Ad closes with the grandmother displaying the soap and the lady kissing her back. Final scene shows the soap placed outside the pack with the approval of AVP as a seal on the pack AV Towards the end, the product window shows Aloe Vera and milk cream as ingredients in the soap Ad closes with the grandmother displaying the soap and the lady kissing her back. Final scene shows the white soap placed outside the pack with aloevera and vitamin E drops In AE panel, the protagonist has a Bindi, while in the AV panel she does not

How have the ads performed on the key parameters?

How To Read Normalized Scores Proportion of database Normalized Index – All India Normalized Index – South excluding Chennai Normalized Index – South Including Chennai Top 15% 111 or more Top 20% 109 or more Top 30% 106 or more 105 or more 107 or more Top 50% 101 or more 100 or more 101 or more Minimum 92 or more 91 or more KPIs by the two segments covered 1. Beauty - Users of Vivel and Lux 2. Health – Users of Chandrika, Medimix and Hamam Benchmark For Animatic Films

Key Measures: Vivel Ayurveda Essence Sig test between previous round and current round a: Sig. higher at 99% C. I Test Ad – AE N. Index All India N. Index South excluding Chennai N. Index South including Chennai 4. 80 4. 73 105 110 104 Attention (4 point scale) 3. 83 a 3. 65 97 102 98 Brand Linkage (5 point scale) 4. 74 4. 76 109 115 109 Understanding (4 point scale) 3. 65 3. 71 97 102 97 Persuasion (Top Box) 66% 67% 102 108 103 Relevance (4 point scale) 3. 65 3. 59 98 106 99 Believability (5 point scale) 4. 47 4. 59 103 108 103 New Information (4 point scale) 3. 11 3. 03 97 98 99 Brand Uniqueness (5 point scale) 4. 63 4. 55 100 106 100 150 *AE – Previous FF in Cochin Enjoyment (5 point scale) KEY MEASURES Base: All Respondents Ad performance moderate against norms; at par with previous FF tested *AE finished film tested in Cochin in Sept 2013

Key Measures: Vivel Aloe Vera Sig test between previous rounds and current round b: Sig. higher at 95% C. I Test Ad – AV N. Index All India N. Index South excluding Chennai N. Index South including Chennai 4. 67 4. 82 109 115 109 3. 83 3. 64 3. 77 104 110 106 Brand Linkage (5 point scale) 4. 74 4. 73 4. 86 113 118 113 Understanding (4 point scale) 3. 65 - 3. 85 b 106 111 106 Persuasion (Top Box) 66% 70% 69% 103 110 104 Relevance (4 point scale) 3. 65 3. 70 3. 61 99 107 100 Believability (5 point scale) 4. 47 4. 67 4. 47 100 105 100 New Information (4 point scale) 3. 11 2. 50 3. 01 97 97 99 Brand Uniqueness (5 point scale) 4. 63 4. 52 4. 50 98 104 98 150 100 150 *AE – FF Cochin **Vivel soap– Kiss Miss Chennai Enjoyment (5 point scale) 4. 80 Attention (4 point scale) KEY MEASURES Base: All Respondents Slightly better performance on emotional front (against norms) Brand linkage quite strong *AE finished film tested in Cochin in Sept 2013 **Vivel “kiss miss” animatic film tested in March 2014 in Chennai

Key Measures: 2 Test Animatics b: Sig. higher at 95% C. I KEY MEASURES AE AV Enjoyment (5 pt scale) 4. 73 4. 82 Attention (4 pt scale) 3. 65 3. 77 Brand Linkage (5 pt scale) 4. 76 4. 86 Understanding (4 pt scale) 3. 71 3. 85 b Persuasion (Top Box) 67% 69% Relevance (4 pt scale) 3. 59 3. 61 Believability (5 pt scale) 4. 59 4. 47 New Information (4 point scale) 3. 03 3. 01 Brand Uniqueness (5 pt scale) 4. 55 4. 50 150 Base: All Respondents AV performance directionally better on emotional scores Rational scores more or less at par with each other

Key Measures: Vivel Ayurveda Essence – Segments Test Ad – AE AE – Beauty soap users AE – Ayurveda soap users Enjoyment (5 point scale) 4. 73 4. 75 4. 70 Attention (4 point scale) 3. 65 3. 61 3. 70 Brand Linkage (5 point scale) 4. 76 4. 77 4. 75 Understanding (4 point scale) 3. 71 3. 72 3. 69 Persuasion (Top Box) 67% 68% Relevance (4 point scale) 3. 59 3. 62 3. 57 Believability (5 point scale) 4. 59 4. 65 4. 53 New Information (4 point scale) 3. 03 2. 94 3. 11 Brand Uniqueness (5 point scale) 4. 55 4. 59 4. 51 150 76 74 KEY MEASURES Base: All Respondents Not much difference seen by user segments

Key Measures: Vivel Aloe Vera – Segments Sig test between two segments a: sig. higher at 99% C. I Test Ad - AV AV – Beauty soap users AV – Ayurveda soap users Enjoyment (5 point scale) 4. 82 4. 79 4. 85 Attention (4 point scale) 3. 77 Brand Linkage (5 point scale) 4. 86 4. 85 4. 86 Understanding (4 point scale) 3. 85 3. 80 3. 91 Persuasion (Top Box) 69% 80% a 57% Relevance (4 point scale) 3. 61 3. 51 3. 69 Believability (5 point scale) 4. 47 4. 48 4. 46 New Information (4 point scale) 3. 01 2. 96 3. 05 Brand Uniqueness (5 point scale) 4. 50 4. 47 4. 53 150 75 75 KEY MEASURES – Type of soap users Base: All Respondents While most scores similar between the two segments for this ad too, Persuasion is weaker among Ayurveda users Is the ad not able to have a positive impact on disposition towards the brand?

Key Measures: Likelihood to try the brand Base : All respondents - 150 KEY MEASURES – All % Vivel Soap Most likely to buy AE Pre-exposure Post-exposure 23 46 AV % change 100% Pre – exposure Post-exposure 25 62 % change 148% Base : Beauty soap users – 75/panel Ayurveda soap users – 75/ panel KEY MEASURES – Type of soap users % Most likely to buy AE Pre-exposure Post-exposure AV % change Pre – exposure Post-exposure % change Beauty soap users 47 62 32% 48 72 50% Ayurveda soap users 1 30 2900% 1 51 5000% However, this measure shows: • Considerable positive shift among Ayurveda soaps user segment as well towards trying AV • Shift in “Most likely to try” stronger for AV than AE

Key Measures: Likelihood to buy AND persuasion Base : All soap users – 150 / panel Beauty soap users – 75/panel Ayurveda soap users – 75/ panel More stringent Trial metric: Those coded Top Box Persuasion AND Most likely to try KEY MEASURES – Type of soap users % Persuasion Top Box AND Most likely to buy (Post) Vivel AE AV All (Base: 150) 35 49 b Beauty soap users (Base : 75) 48 62 b Ayurveda soap users (Base: 75) 23 36 b AV ad scores significantly higher than AE ad, overall and by segments

How well are the test ads processed?

Story Recall(%) AE Ad AV ad OPENING SEQUENCE 49 65 Lady taking a bath sequence 47 63 A lady taking a bath 20 25 A lady shown taking a bath with a soap 15 5 A lady shown bathing with the Vivel soap 11 29 INTERACTION WITH FAMILY MEMBERS 79 97 Grandmother sequence 51 81 9 11 Lady helps out grandmother 26 51 Grandmother gives her a kiss 31 67 Mother looks at grandmother and daughter 9 6 The lady is a Malyalam actress Meena 5 3 Grandfather sequence 35 68 Grandfather is stuck working on a laptop 11 13 Girl helps out her grandfather 10 31 Grandfather gives her a kiss 21 53 Grandmother looks at them 0 0 150 Grandmother cannot reach for the flowers Base : All Respondents Ad processing richer for AV ad than AE, even though the story and creative elements are similar First the vivel soap is shown then after that, the girl bathed in bath tub. After that she goes near her grandmother and helped her in picking up the flower then she goes near her grandfathere also helped her grandfather in the laptop then he became happy and gave her a kiss – AV ad Recall weakens after first sequence with Grandmother First the girl is bathing in the bath tub then she goes in front of her house there her grandmother was picking up flowers the girl went near to her she became happy and gave her a kiss. After that she goes near to her grandfather he was working on laptop, on seeing the girl he became happy and gave her a kiss. – AE ad

Story Recall(%) AE Ad AV Ad Father sequence 33 44 Father is looking for something 1 2 Lady helps out her father/ gets her then newspaper 5 10 27 39 0 0 30 47 Mother asks daughter to eat something 4 6 Daughter eats the food given to her by mother 3 7 25 38 1 0 Family photo sequence 22 66 All the members of the family gather for a family photo 15 55 Kid kisses the girl 6 23 Family shown 4 3 Love within a close family shown 14 6 Everyone kisses her 23 38 150 Father gives her a kiss Grandfather looks at the father and daughter Mother sequence Mother gives her a kiss Father looks at the mother and daughter Base : All Respondents Weakening trend continues; Father and Mother sequences have only moderate mentions The specific acts of help not processed as strong as the Kiss itself She also helps her father and he gives her a kiss. This is seen by her mother. The girl went to kitchen and eats what her mother made. Then mother is also giving her a kiss. Then they show the whole family together. Then her younger brother is also giving her a kiss - AE ad She goes to her dad who was reading newspaper then he also gave her a kiss, then next she goes to kitchen to her mother she also gave her a kiss. And they all together took a photo – AV ad Recall further declines at the kid sequence

Story Recall(%) AE Ad AV ad Product Window 45 57 Ayurvedic soap 11 - 21 ayurvedic ingredients present in the soap 25 - Soap is approved by AVP 3 - Mentions of approval by AVP weak Vitamin E present in the soap 22 19 Aloevera present in the soap - 25 Milk cream present in the soap - 12 Soft and Glowing skin are key benefits processed - Protection benefit additionally processed from VAE ad Benefits mentioned 45 28 Makes skin smooth / soft 14 10 Makes skin shine / glow 12 15 Protects skin 9 1 Gives freshness 7 3 Makes skin nourished 1 2 150 Base : All Respondents Mentions of ingredients and benefits moderate and similar between the two ads This contains 21 ayurvedic elements and vitamin E is higher. It will give glow to our skin. It will give protein to skin Because this contains ayurvedic elements. So our skin will become soft. It is filled with natural ingredients. It does not have chemicals – AE Ad The soap is shown to have aloe vera content , milk cream and then Vitamin E is shown within a water drop, the Aloe Vera is shown as it is sliced, milk cream is showed as pouring milk on the soap The skin is provided with nourishment. Skin glow increases and always gets kiss – AV Ad

What are the memorable sequences from the ad?

Key Likes(%) AE Ad AV ad Opening sequence 9 6 Interaction with family members 55 58 Grandmother sequence - Kiss 30 31 Grandfather sequence – Kiss 11 13 Father sequence – Kiss 6 3 Mother sequence – Kiss 13 5 Family photo sequence - Kiss 20 26 Product Window 18 27 Everyone kisses her 12 8 Love in the family 18 6 150 What I like most in this ad is the love they all give to the girl in the advertisements. I can grade 9 out of 10 for the ad. The sequences of grandfather and the grandmother will be memorable. - AV ad 150 Base : All Respondents Togetherness and love among family member is much appreciated in the ad Creative elements liked similar for both ads I will remember the child’s kiss, the family photo, grandfather sitting in front of laptop, grandmother’s scene of plucking flowers I like the concept and it represents reality – AE ad Grandmother sequence liked the most – it being first sequence to appear and having a reinforcement towards the end, possibly has provided it with the edge

All respondents AE – 150 All respondents AV - 150 Engagement Levels Avg Interest Levels – AE All – 68 %, AV All – 78 % AE tested in Sept 2013 – 65 % Avg interest levels - AE Beauty users – 67%, Ayurvedic users– 69% Avg. Interest levels – AV Beauty users – 76’%, Ayurvedic users– 80% Laptop with just the hand, the weakest frame in the ads Peaks observed for all kissing sequences shown Trend similar to the “Kiss Miss” creative tested While same elements are liked from both the ads, the interest level for AV is higher than that of AE ad, throughout Possibly, the better equity of the sub brand Aloe Vera causing better engagement and richer processing of ad sequences

What are the key benefits takeout from the ads?

Key Benefits – First Mention Benefits (%) AE Ad AV ad Any Bright /Fair/Glow 21 37 Makes skin glow / shine 11 29 Makes skin Fair/Bright 9 7 Any Soft/Smooth 13 45 Any protection 13 3 Makes you look beautiful / pretty 6 3 Any Nourishment 1 9 Ayurvedic ingredients presence 28 - Any good/healthy skin 2 0 Any freshness 2 1 150 Will get a soft feeling by using this soap, will get a new energy. The soap is good for skin, It provides glow to the skin, pimples will go. It can be used as an ayurvedic treatment since at the last of the ad it is said that ayurvedic ingredients are present – AE ad Others Base : All Respondents Mentions of Ayurvedic ingredients as benefits in AE ad Apart from the Soft and Glowing skin benefits, Protection too gets some mentions On using this soap skin becomes soft, Helping mentality will come One becomes more glamorous from aloe vera and vitamin E From the kissing scene it is shown that the girls skin becomes soft and glowing – AV ad Soft and Glowing skin have strong cut through from the AV Ad Nourishment has some mentions, however weaker than others Hardly mentioned from the other Panel

Key Benefits Takeout – Any Mentions a sig higher than the other at 99% C. I. b sig higher than the other at 95% C. I. Sig test between AV and Kiss Miss; Between AE Test ad and AE FF AV Ad: *AE FF tested in Sept 13 Current AE Test Ad **Vivel soap– Kiss Miss Chennai Current AV Test ad Soft and Glowing skin benefits have very high cut through – better than VAE ad and Kiss Miss ad tested Any Bright /Fair/Glow 49 38 80 91 b Makes skin glow / shine 21 21 74 79 Nourishment at par with previous ad – no improvement there Makes skin Fair/Bright 19 20 23 44 Any Soft/Smooth 3 29 a 52 73 a Any Nourishment 0 2 24 21 Any protection 25 29 23 a 9 31 15 25 20 1 19 0 7 4 9 23 12 150 100 150 Benefits (%) Makes you look beautiful / pretty Gives good smell / aroma to the skin Any freshness Base : All Respondents **Benefits mentioned in Kiss Miss Chennai ad : Glowing Skin Nourishment from inside Protection as a benefit, too has not come out well; weaker than previous round AE Ad Glowing skin more or less at par with previous FF tested; Improvement seen on Soft skin benefit from last time While protection processed by a third, Nourishment continues to be weak *Benefits mentioned in previous FF tested in Sept 13 : Glowing Skin Healthy Skin

Recall of ingredients Ingredients present (%) AE ad 21 ingredients would contain turmeric, neem, saffron, sandal wood, Vitamin E – AE ad Any of Ayurvedic / Sandal/ Neem/ Turmeric 90 Ayurvedic ingredients 63 Sandal 21 Tulsi 27 Turmeric 22 Aloevera 97 Neem 23 Vitamin E 85 Vitamin E 44 Base: All Respondents 150 Milk cream 67 Base: All Respondents 150 High recall of Ayurvedic ingredients Vitaming E recalled by close to half Ingredients present (%) AV ad Universal recall of Aloe Vera Strong recalls for the other two ingredients as well

Role of the ingredients Neem will prevent our skin from allergies, and pimples will go Turmeric will increase the color of our skin Tulsi is traditional plant and it protects us from poisons and from allergy. Vitamin E will give glow to our skin – AE Ayurvedic herbs will be neem, pudina, olive oil and turmeric Turmeric will give beauty to skin Neem will destroy bacteria Neem is good for skin. It also removes itching of skin Olive oil will give glazing – AE Milk cream makes our skin become soft. It will increase our fairness, also provides glow to our skin Vitamin E provides softness to our skin. Also makes our skin shining Aloe Vera maintains moisture to our skin. gives nourishment to the skin, fairer skin – AV Milk cream gives softness to our skin and nourishment to our skin The Aloe Vera will provide softness to the skin, a shining effect to the skin etc Vitamin E is very nutritious as it is present inside all fruits and our food items – AV Protection from allergies and cleansing cited as major benefits of Ayurvedic ingredients Soft and Glowing skin are not natural associations with Ayurvedic ingredients Whereas, glow and softness mainly cued by Aloevera / milk cream

What are the sources for the benefits mentioned? AE * Low base AV Sources of benefits(%) – Soft / Smooth Skin 42 Sources of benefits(%) – Soft/Smooth Skin Ayurvedic ingredients 33 Soap ingredients 92 Vitamin E 16 Aloe Vera 72 Girl being kissed/loved 16 Milk Cream 33 Her fresh look 11 Vitamin E 18 Skin protected from pimple/allergies 10 Girl being kissed 4 Random mentions 21 Random mentions 4 Base: All Respondents AE Soap ingredients 20* Base: All Respondents 150 AV Sources of benefits(%) – Glowing skin Soap ingredients 66 Sources of benefits(%) – Glowing skin Ayurvedic ingredients 16 Soap ingredients 94 Vitamin E 38 Aloe Vera 58 Aloe vera 13 Milk Cream 18 Cleans skin / spots removed 16 Vitamin E 24 Girl being kissed/loved 3 Nourished skin 4 Random mentions 15 Girl being kissed 2 Base: All Respondents 32 Base: All Respondents 55 Weaker integration with ingredients unlike the AV ad Much stronger fit with the ingredients

Summarizing so far…. • AV ad directionally better than AE ad on key emotional metrics; • At par on most others • Both ads improve disposition, while “Intention to Try” has a stronger push from the AV ad • AV ad, possibly due to its relatively better familiarity and adoption in the market, has stronger story processing and engagement levels, albeit, both ads have same story • Interaction with each of the family member – Recall strongest for the grandmother sequence and weakens subsequently; Kissing sequence played back more than the context • Soft and Glowing skin key benefits – stronger from AV than AE ad • Aloe Vera, Milk Cream and Vitamin E have better association with these benefits than Ayurveda ingredients – To an extent, the natural fit with the Ayurvedic ingredients seem to be Protection and benefits like Soft/Glowing skin, a force-fit • Protection, an additional benefit from AE ad – Ayurveda ingredients seem to cure allergies and skin problems • Nourishment not processed to desired levels – at par with previous communications

What role does the following elements play in the performance of the ads? Role of AVP as an approving body Impact of the kissing sequences Impact of having a celebrity Impact of the music/ song

Role of AVP – Vivel Ayurveda soap Last AE FF Ad As part of story 1 3 As part of likes 1 1 a sig higher than the other at 99% C. I. Current AE Ad Recall (%) 18 a 3 Base: All Respondents 150 Current AE Ad Aware Unaided question on expert body Last AE FF Ad 91 a 30 Base: All Respondents 150 Awareness on Aiding (%) 150 AVP recall weak compared to the previous ad tested Hypothesis: In the previous ad tested, AVP has a much distinct presence, Voice over mention and repeated appearance unlike the current one Need to see how critical is AVP?

Role of AVP – Vivel Ayurveda soap b sig higher than the other at 95% C. I. All Those who picked up AVP Persuasion (Top Box) 67% 78% Relevance (4 point scale) 3. 59 3. 78 b Credibility (5 point scale) 4. 59 4. 73 New Information (4 point scale) 3. 03 3. 36 b Base: All Respondents 150 45 ALL LEVEL – Current AE Ad Persuasion and Rational scores better among those who recall the approving body Better integration of AVP with the ad could have a positive effect on performance of the ad

Impact of Kissing Sequences The grandmother, grandfather, father , mother everyone gives kisses to her Everyone give kisses because she is very sweet, loving etc These type of situations happen in our family during some important happy days, like grandparents gave kisses to us during these days – AV ad Everyone gives her kiss because she is beautiful and her face is very good looking Sometimes these situations are there at our home also. Our grandparents treat us like this. By giving kisses they expresses their love, affection – AE ad All of them like that girl very much and all are giving kisses to her because she has soft skin and her behavior is good. She should be like that all time. She got this much kisses because her skin is very soft. We can see this situation in functions that occur in joint family. There is a reality. – AV ad By this kissing scenes the mentioned that the skin is so soft. When we sat beside our parents, son and husband they will become very happy All family members can watch this. This is a middle class joint family – AE ad No dislikes / discomfort with the kissing sequences; In fact, people relate with themselves and show strong liking for the same Reasons for kissing (%) AE ad AV ad Her skin is soft and smooth 51 57 She has a glowing skin 43 53 Everyone likes her a lot 15 10 She helps all of them 7 3 150 Base: All Respondents From the kissing scene it is shown that the girls skin becomes soft and glowing, the kissing is very beautiful and attractive – AE ad Functional benefits such as softness and glowing skin cited as key reasons for the kisses

Impact of the Celebrity - Meena Any familiar face (%) AE ad Yes 87 69 No 13 31 Base: All Respondents 150 Familiar face identity (%) AV ad 150 AE ad AV ad Meena 63 79 Base: All who recognized familiar face 131 103 All recognizing Meena Those who could not recognize Meena Enjoyment 4. 77 4. 78 Attention 3. 68 3. 75 Brand Linkage 4. 81 Persuasion 68% 69% 234 66 Emotional Scores (%) Base: All Respondents (both panels) No significant impact of the celebrity on emotional metrics Possible Reasons: Meena though a familiar space, is not a key celebrity; Also, Meena doesn’t enjoy a great screen share owing to the many characters shown

Music a: Sig. higher at 99% C. I AE FF tested in Sept 13 Music Enjoyment (5 point scale) Test Ad – AE N. Index All India N. Index South excluding Chennai N. Index South including Chennai 4. 03 4. 71 a 104 107 101 Vivel soap– Kiss Miss Chennai Music Enjoyment (5 point scale) Test Ad – AV N. Index All India N. Index South excluding Chennai N. Index South including Chennai 4. 78 4. 87 107 113 107 Overall. ad music / song doing better than previous rounds While some liked the song for its lyrics, mutham manimutham which according to them meant everyone kissing the girl with lots of love Others liked it for its melodious tune Overall, everyone felt that the song had a good fit with the situations shown in the ad The song is mutham manimutham – AE ad Get kiss from everyone was the meaning of the lyrics – AE ad Melodious song – AE ad In the sequences shown everyone gave kisses to her so the song is apt for the ad – AE ad Meaning of the song is that with lots of love they kiss the girl – AV ad This songs suits the situation and the scenes in the ad – AV ad In the sequences shown everyone gave kisses to her so the song is apt for the ad – AV ad

Summarizing performance of specific Ad elements • Not too noticeable in the ad compared to the previous FF • Seen to have a strong positive impact on all rational measures among those who have picked up AVP • Therefore, need to make this prominent, probably by adding a voice over mention too • The kissing sequences were liked and received without any shock or surprise • Seen as a common occurrence in their lives too • Kissing seen as a recognition of her soft and glowing skin • Celebrity Meena identified by many • However, it doesn’t seem to have any bearing on the liking of the ad • Possibly because she is present as one of many characters in the ad • Music/Song strong advantage for the ad • Seen to have a pleasing melodious tone to it • The words found to be apt and fitting the context/message

Finally, let’s see what impact does each of the ad have on Vivel Soap’s Imagery

Brand perceptions cued by both ads AE Test Ad Devn. From Avg. AV Test ad Devn. From Avg. 71 65 66 2 -4 -3 87 a 86 a 78 b 7 6 -2 74 5 69 -11 77 8 88 b 8 86 74 60 17 5 -9 93 80 82 a 13 0 2 44 61 70 73 72 -25 -8 1 4 3 78 a 84 a 79 87 a 79 -1 4 -1 71 2 79 -1 Is a brand suitable for the entire family 77 8 81 1 Base: All Respondents 150 Brand Imagery % Functional aspects Makes skin glow Makes skin soft & smooth Makes skin nourished Contains natural ingredients that are good for skin Makes skin so good that one is showered with love Contains vitamin E Provides protection to skin Makes skin moisturised Emotional / Brand Aspects Is a premium brand Is a brand for progressive people Gives beauty which is glamorous Gives beauty which is lovable Is a brand meant for people like me Is a brand I have more trust in than in other brand 150 a: Sig. higher at 99% C. I b: Sig. higher at 95% C. I Vivel Imagery from AE Ad • Endorsements much weaker for Vivel from this ad compared to the other • Lovable beauty, Brand for family and Vitamin E are strong associations • Seen to be quite weak on “Premium Brand” and “for progressive people” associations • Skin moisturization, weak too Vivel Imagery from AV Ad • Endorsements much stronger for Vivel from this ad compared to the other • Lovable beauty, strong here too • Glowing and Soft skin and Vitamin E are strengths • Brand undisposed on Premium and progressive associations • Weak on natural ingredients associations Let’s look at Imagery in a competitive context too

Brand Perceptions cued by AE Ad Base : All respondents 150 Lux STATEMENTS Makes skin glow Makes skin soft & smooth Vivel Medimix Chandrika Makes skin nourished Contains natural ingredients that are good for skin Makes skin so good that one is showered with love Contains vitamin E Provides protection to skin Makes skin moisturised Is a premium brand Is a brand for progressive people Gives beauty which is glamorous Gives beauty which is lovable Is a brand meant for people like me Is a brand I have more trust in than in other brand Is a brand suitable for the entire family Lovable beauty unique strength for the brand For entire family is a strength Premium and for progressive people perceptions owned by Lux in this set of brands Vivel weaker than other Ayurveda brands Soft skin and moisturization benefits weakness for the brand; Competition undisposed

Brand Perceptions cued by AV Ad Base : All respondents 150 Lux STATEMENTS Makes skin glow Vivel Medimix Chandrika Makes skin soft & smooth Makes skin nourished Contains natural ingredients that are good for skin Makes skin so good that one is showered with love Contains vitamin E Provides protection to skin Makes skin moisturised Is a premium brand Is a brand for progressive people Gives beauty which is glamorous Gives beauty which is lovable Is a brand meant for people like me Is a brand I have more trust in than in other brand Is a brand suitable for the entire family Lovable beauty and Vitamin E seem to be unique associations here too Premium / Progressive, while not strengths, not weaknesses too And no other brand seem to strong in this respect Natural Ingredients and Nourishment weakness through this creative

The Brand world – Projective technique Pictures used Type of place – city to village Type of roads – pukka to Kuccha Type of houses – city apartment to village house

The Brand world – Projective technique Pictures used Type of family – Nuclear to Joint Type of attire – Traditional to Modern

Impact on Vivel Imagery –AE Ad Type of atmosphere Green, pure, serene, pleasant atmosphere It is like a village area. A calm and quite place. We can see flowers, , ayurvedic plants and we can see people using ayurvedic medicine instead of allopathic, We will hear the sounds of birds Climate will be mild cold with pleasant wind of ayurvedic plant’s smell There won’t be any big buildings instead of that there will be huts, small houses. Roads are not so good. Lots of shady trees, pools and flowers are there Good feel full of ayurvedic plants like Tulsi, Neem, turmeric etc. Both sides of roads are full of farmland muddy road Most suited pictures Calm, quite, serene atmosphere Green kuchha road surrounded by greenery

Impact on Vivel Imagery –AE soap Type of Family / House Traditional joint family staying in a typical village house with a garden We can see that the house will be neat and that house will attract other people easily. Surrounding will be filled with green plants and ayurvedic plant. It would be a traditional house. The family will be like a joint family and everyone cares for each other Some houses are stone paved and a happy family. Full of flowers and plants. Most suited pictures Traditional house with greenery around A loving joint family

Impact on Vivel Imagery –AE soap Type of people Simple, satisfied, responsible, traditional people People are simple and they interact with each other a lot, they bath in ponds. They use hand made products. Their approach to life is that they are happy. Looking after their children and ayurvedic plants very well will be their ambition. There job will be teaching. They give importance to present and not bothered about future They have simple dressing style. Dresses they wear will be simple and clean like a sari Most suited pictures Typical Indian women in a saree

Impact on Vivel Imagery – AV ad Type of atmosphere City buildings / modern set up A big world with big buildings like having 5 to 10 floored flats, there roads are very rush with vehicles Inside the house, there is a good hall in which the sofa set and the tables are arranged well inside. Towards the wall we can see paintings hanging and clock. The house is kept neat and clean Picturesque/ natural set up Green too Full of flowers, parks will be there The vivel brand area looks like a waterfalls will be there. village. There is full greenery. Many happy people will be there. There is a house surrounded by tree. Buildings will be there but also forest. We and eco friendly house, made with can see concrete houses one or two. wood traditionally. Mostly the sounds There is a sea shore that come into my of birds could be heard. house, the houses are built with the wood No rush in the road Suited pictures It is more modern than what VAE portrayed but not a completely Urban Image; Seen to be a blend of urban features and greenery

Impact on Vivel Imagery – AV ad Type of Family / House City buildings / modern set up A big world with big buildings like having 5 to 10 floored flats, They should be belonging to a nuclear family They will be happy in life. Ambition is to be happy all time, should enjoy the life There is an LED TV placed inside that house, a Maruti car parked outside Traditional house with a joint family culture There is a lawn in front of the house , and eco friendly house, made with wood traditionally The house is like an old traditional house, mostly like a Brahmin’s house. They are traditional , will be living together in a joint family Suited pictures Again a mixed imagery in the type of house and family; quoted as traditional and modern both

Impact on Vivel Imagery –AV ad Type of People Urban service class yet beautiful Modern housewife yet beautiful All the medium and upper middle class people are found. Their dress will be modern and ordinary. They will work on their surrounding government job. She will be good looking Inside the house there is a lady with 2025 yrs wearing a top and leggings. She will be a housewife Skin will be soft, she is very fair, she is very beautiful. The people there will be having very good skin, her color complexion is different. The lady is very beautiful with glowing skin because she regularly uses vivel Traditional yet beautiful The house is like an old traditional house, mostly like a Brahmin’s house. They are traditional , will be wearing a sari. Staying in a joint family The people present there get along with them with a forward mentality She is a typical family girl or lady. Her skin is very good, soft Suited pictures Fashion extend from Sarees to Jeans and Tops

The Role of the Bindi No variations to that girl. Both the girls are the same without any differences The girl in both ad has no difference The girl wearing a bindi is very beautiful The girl without a bindi is more suitable for the vivel ad because the bindi has no importance when an ad of soap is present. The girl in the ayurveda ad can wear bindi and for the other ad she doesn’t have to put. The girl with bindi is more beautiful though For the vivel ad the girl shouldn’t have to put a bindi because for the new trend bindi is not necessary The appearance of both the girls are the same. No variations If a girl is having “Bindi” she is stylish and if she doesn’t she is a simple and beauty girl. If it is ayurvedic “bindi” is needed and if it is milk cream it is not necessary To show natural beauty bindi is needed for girl in vivel ayurveda ad Bindi is not that necessary in this for the girl is already beautiful. Bindi is not the main importance, it’s the grace of the girl that makes the ad more beautiful ‘Bindi’ not picked up spontaneously When aided : “Bindi” more suitable for VAE ad as it depicts a naturally traditional image of an Indian woman For Vivel Aloevera soap, which depicts a more urban culture, showing a Bindi could be done without

Brand Imagery in sum: Vivel through VAE ad lens appears to be have a clear “Nature, Traditional, Town/Village” oriented image On the other hand, Aloe Vera ad takes Vivel to a slightly more modern/urban center but losing its touch with nature/traditional outlook; AE AV Functional : Contains more natural ingredients than AV, but not better than Medimix or Chandrika on that aspect High on Vitamin E content though Not related to soft and smooth skin Nor with moisturization of skin Functional : Similar to AE, high on Vitamin E content Glowing / soft and moisturized skin undifferentiated unlike AE where it had a negative perception Weak on natural ingredient content, unlike AE Emotional: Lovable skin an unique strength Cues family bonding / love and care Not considered as a premium brand like LUX Considered for more traditional people, not best fit for the progressive ones Emotional: Like AE, lovable skin is an unique strength Cues family bonding / love and care as does AE Not too weak nor strong on premium brand associations, unlike AE Seen as a brand for the modern people to an extent, which was a weakness for AE

Final Summary • AV ad, possible owing to its relatively better equity and familiarity commands richer story processing and Engagement levels than the AE counterpart • Seen to be slightly ahead on emotions metrics and stronger positive impact on purchase intention • The kissing sequences recalled well and liked; No surprise or shock, as they feel it to be closer to reality • The kissing sequences have been able to cue strong “Lovable skin” associations for Vivel brand • Benefits like Soft and Glowing skin have strong cut through from AV ad than previous ads tested and AE ad • These benefits seem to be stemming from the Aloe Vera, Milk Cream and Vitamin E ingredients; • In case of AE, the role of Ayurvedic ingredients in delivering these benefits is moderate – doesn’t enjoy a natural fit unlike Aloe Vera/Milk Cream • Ayurvedic Ingredients seem to communicate Protection much strongly even though not communicated in the ad • Nourishment not reaching desired levels even through current creative • • Elements like AVP help in AE creative; better integration & prominence would deliver it more efficiently Music a strong point for the creative, not only setting the mood right, but also reiterating the message • While AE ad provides a green, traditional, not so premium, for entire family imagery, AV creative helps the brand to depart from this although not completely to a semi urban, semi modern image

Way Forward • To go ahead with AV ad, keeping in mind the better performance on key metrics and likelihood to try • The AE ad shifts Vivel Imagery to a completely ‘traditional/natural’ image unlike the AV ad which portrays Vivel to be a slightly modern and slightly urban brand but still rooted in traditional/natural values • Secondly, to avoid contradicting with existing wisdom by forcing a unnatural fit between Ayurveda ingredients and Soft/Glowing skin benefit • The sequences where a person overlooks someone else kissing the girl has no recall and therefore not adding value to the creative – these can be trimmed to make the film crisper • At a later stage, The kissing sequences can be reduced from say 5 to 3 for a shorter edit; • Alternatively, the help, the girl performs before every kiss, can also be trimmed, as they are not processed greatly and do not seem to affect Ad processing much