Results and Effectiveness

•60000 people sampled & 124 weddings covered in a span of 4 months. Penetration increased by 6% moving from 65.8% in 2009 to 70% in 2010. To measure the efficacy of the activity research done by Ipsos Indica with 2 sets of respondents 1.Database – people who attended the wedding 2.Baseline – Basis 3 Roses target audience Target: Awareness, Intention to use and Retention @ 10% higher than Baseline Parameters Baseline Database % increase TOM (Top of Mind) 77% 99% 29% Retention 72% 96% 33% (Tried in past 6months to most often used brand)

Creative Execution

•Tied up with 12 Kalyana Mandapams (term used for marriage venue in Tamil Nadu) in 5 rural towns of Tamil Nadu. •3 Roses promoters interacted with over 2500 guests and relatives and also communicated the message. •Couples were gratified with 3 Roses gift hampers and all the guests were given 3 Roses sample in a Thambulam bag (Auspicious take away bag comprises of betel leaf, coconut and other auspicious things) thus reaching to the households of all the guests. Media Amplification: Anand Vikatan magazine (No.1 magazine in Tamil Nadu) with a readership of 1.05 million per week enlarged the wedding experience further by putting the couple’s wedding pictures in the magazine with their quotes about their special day and experience with 3 roses.

Insights, Strategy and the Idea

Brooke Bond 3 Roses a leading tea brand in Tamil Nadu (southern state in India). Core Proposition “Good Time To Talk” The goal - To increase penetration in Rural Tamil Nadu by 5% in 2010 Challenge - Research indicated in Rural TN consumers were upgrading from loose tea to branded tea and their preferred choice was competition brand which differentiated itself on functional attribute like “taste”. Target Group – young married couples, a couple starts their relationship on the marriage day. The family tradition of choice of tea is decided by the reigning woman of the family We thought of making 3 Roses acceptable with the bride who enters the household by bringing 3 Roses with her. Decided to make 3 roses part of the day where the new family is formed – The Wedding Day & making it acceptable for the bride to bring with her a new tea