Hanmer MS&L Credentials & Capabilities

April 2010

MS&L Global Overview

70 year history – founded in U.S. in 1938

- Rich history of communications innovation from creating Olympic sponsorships (1940s), to defense of corporate raiding (1950s), food/beverage nutrition communications (1970s), DTC healthcare communications (1990s),Digital communications (1990s-2000s),Environmental communications (2000s).

Today, MS&L is one of the world’s top global communications firms- 80 offices in 35 countries- More than 2,500 staff- Affiliate network reaching 40 additional countries- Top public relations agency in the Publicis Groupe- Represent Fortune 500 companies and leading organizations.

Recognized industry leader – More than 250 awards in last 4 years- 2007 Runner-Up – “Large PR Agency of the Year”- 2006 PRWeek – “PR Innovation of the Year” in Digital- 2006 & 2007 PRWeek – “Best Use of the Internet”- 2008 Corporate Responsibility Officer Magazine - #1 agency in Corporate Responsibility communications- 2008 PRWeek Asia Pacific – “Certificate of Excellence,

Best Use of Digital” for Coca-Cola China- 2008 PRWeek Asia Pacific – “Certificate of Excellence,

B2B Campaign of the Year” for UL China- 2008 Financial Agency of the year – Kekst & Company - 2008 – JKL Veckans Super Company- 2008 - MS&L Italia “Agenzia dell” - 2009 – Hanmer MS&L ‘India Agency of the Year’

Who we are, What we do

As advisors, MS&L offers strategic counsel based on rock-solid judgment and extensive experience to help companies and brands engage key audiences and customers. In a constantly changing media landscape,we go beyond traditional choices and beyond expectations.

As advocates, we aggressively represent the interests of our clients in both time-proven and creative ways. Advising and advocacy are core, traditional services of our industry, but digital media have created an opportunity for us to be, and also create, activists for our clients and their ideas.

The effects of our activist communications in a digital age can be dramatic and powerful, helping us motivate influential audiences,and achieve lasting business success.

Advisors. Advocates. Activists. It’s who we are, and what we do.

Our Commitment

At MS&L, we achieve success by fusing insight, research, knowledge, facts and new tools withinnovation and creativity to provide our clients with new solutions and products that address their mostcomplex business problems.

As advisors, we offer strategic counsel based on rock-solid judgment and extensive experience to helpcompanies and brands engage key audiences and customers.

In a constantly changing media landscape, we go beyond traditional choices and beyond expectations.As advocates, we aggressively represent the interests of our clients in both time-proven and creativeways.

Advising and advocacy are core, traditional services of our industry, but digital media have created anopportunity for us to be, and also create, activists for our clients and their ideas.

Part of a leading Global CommunicationsNetwork of Companies

MS&L Group. Flagship PR & Events Network

MS&L Group is the flagship global brand for public relations, corporate and financial communication, events and social media within the Publicis Groupe.

Specialized teams, operating Around the globe, contribute to a single MS&L Group offering that is customized to meet client needs.

The MS&L Global Network 80+ offices, 2,500+ staff

Leaders In Key Countries

Best-in-Class TeamsIn the last year, numerous MS&L Group offices were named

"agency of the year"in their respective regions and categories.

2008 Financial Agency of the Year

"Agenzia dell" Anno 2008" 2009 India Agency of the Year

Super company

MS&L Asia Leadership Team

GLENN OSAKIPresident of Asia,

Shanghai

JOSH SHAPIROAsia Business Director &

MS&L Digital Leader,Beijing

YVONNE KOHRegional Account Director

& Southeast Asia Head,Singapore

CINDY CHANRegional Account Director,

Hong Kong

KIMINORI TAKEUCHIDeputy Managing Director,

MS&L Japan Tokyo

ERIC HESSManaging Director,

MS&L JapanTokyo

SUNIL GAUTAMManaging Director, Hanmer MS&L India

Mumbai

JAIDEEP SHERGILLPartner & Member Leadership Team,

Hanmer MS&L India

ANGELA WAIHR & Operations, Hong

Kong & SingaporeHong Kong

HAKKYUN KIMManaging Director,

MS&L KoreaSeoul

Harriet Gaywood,Shanghai Office Head,

Shanghai

Carol Wang,Beijing Office Head,

Beijing

Top Asia Clients

The MS&L Group team across Asia has experience with more than 500 clients across all industries. We specialize at helping multinational corporations and organizations position, promote and protect their brand and businesses in Asia’s diverse and changing cultures and marketplaces.

Client since 2005Asia regional corporate reputation program and several consumer brand programs including oral and feminine care.

Client since 2007Corporate and B2B programs across China, India and Singapore

Client since 2004Corporate and consumer focused programs, including social media in Japan and China

Client since 2003Regional and local market programs spanning corporate, consumer, professional in 6 countries

Client since 2003Corporate communications and consumer brand communications in China

Client since 2008Global corporate/issues program, global client support and local China programs

Client since 2008Corporate, employee, consumer and professional programs at regional and local level

Client since 2005Corporate and consumer communications in Japan and India

Client since 2004Integrated Japan market program promotingtourism

Client since 2004Consumer brand and corporate support in Singapore and Korea

Client since 2008Corporate/B2B and trade communications in China and India

Client since 2005 Asia regional corporate reputation program and consumer brand programs

Asia Award Highlights

MS&L Japan awarded the 2009 Global PR Lion award for Travel, Tourism & Leisure category for Yubari City, Japan

Hanmer MS&L India selected as 2009 India PR agency of the Year by the Holmes Report

MS&L Japan awarded Certificate of Excellence for Asia Pacific Healthcare Campaign of the Year in 2009 for sanofi-aventis’ Allegra

Hanmer MS&L India awarded Asia Pacific Campaign of the Year for Product Brand Development in 2009 for LifeCell India

MS&L China awarded Certificate of Excellence for Asia Pacific B2B Campaign of the Year in 2008 for UL China

MS&L China awarded Certificate of Excellence for Asia Pacific “Best Use of Digital Communications” in 2009 for Coca-Cola China

MS&L Hong Kong awarded #1 Asia Regional Non-Profit/NGO Award for Lions Clubs International regional program by The Holmes Report

Hanmer MS&L India awarded #1 Asia Regional Travel & Tourism award for promoting the India Art Summit by The Holmes Report

MS&L Asia Network15 MS&L offices and 23 affiliate network offices

Hanmer MS&L India Network

• Jammu & KashmirJammu Srinagar

• Punjab & HaryanaChandigarhJalandharLudhiana

• RajasthanJaipurUdaipur

• GujaratVadodaraSurat

• MaharashtraNashik Dhule Nandurbar Jalgaon KolhapurSatara Sangli AkolaAmarawati

• GoaPanaji

Maharashtra

Punjab and

Haryana

Orissa

Goa

Madhya Pradesh

Rajasthan

GujaratChattisgarh

Uttar Pradesh

Bihar

Jharkhand

Tamil Nadu

Kerala

Andhra Pradesh

Jammuand Kashmir

Uttarakhand

• KeralaCochin - Trivandrum

• TamilnaduCoimbatore

• Andhra PradeshVijaywadaVisakhapatnam

• OrissaBhubaneshwar

• ChhatisgarhRaipur - Bilaspur

• Madhya PradeshBhopal - Gwalior - Indore

• Jharkhand Ranchi

• BiharPatna - Samastipur

• Uttar PradeshLucknow - Meerut Agra - Varanasi

• UttarakhandDehradun

Hanmer MS&L Overview

Established operations in 1999- 9 large offices in 8 key cities- 32 “reach” network of MS&L staff in additional

2nd and 3rd tier cities.

Mumbai is the India HQ of Hanmer | MS&L.

Full-service operations, including B2B, Consumer, Finance, Healthcare, Technology, Digital

Extensive work positioning, launching, promoting and protecting Indian and multinational corporations and brands in India.

A total staff of over 375 offering value added services in PR, Creative Services, Event Management and Digital communication.

Hanmer MS&L History

Hanmer MS&L (former Hanmer & Partners) was founded in1999, and over a period of years has established its reputationas one of the top PR firms in India which has serviced anddeveloped many a corporate identity. Our success story isattributed to our ‘desire to win’ attitude and also to ourdedication and sincerity to work ethics and a unique approach in trying to understand the goals and objectives of our clients.

In May 2008, the India operations team at Hanmer & Partners opted for a strategic merger with MS & L - one of the world's leading global communications firms. We are officially now ‘Hanmer MS & L’ - a part of Publicis Groupe, which happens to be the fourth largest PR firm in the world. As a result of the merged entities 'Hanmer MS & L,' we are in an enviable position in providing our clients with a truly global outreach in the traditional media as well as the engaging and emerging digital domain.

As Hanmer MS&L, we are India's largest independent multi-disciplinary communications company offering 360 degree communications solutions to a prestigious clientele comprising over 150 top Indian conglomerates and MNCs.

The India Operations team is headed by Mr. Sunil Gautam and his core leadership team comprising of Mr. Jaideep Shergill

Hanmer MS&L India Expertise

CommunicationsShared Services

Corporate/ Public Affairs

Pharmaceuticalmarketing PR

Health policy Consumer health

marketing PR Science writing Third-party activation Professional outreach

Consumer insightand research

WOM/Influencer/Buzz Customer acquisition Consumer

engagement/life-stages VIBE—Surround

the Target Multicultural marketing

Corporate positioning & leadership equity

Stakeholder communications CSR

Environmental sustainability

Issues & crisis management

Third-party alignment Grass roots activation Internal

communications Issues advertising Influencer marketing

Digital strategy Media relations Media training Broadcast services Emerging media Creative services Entertainment

marketing Sponsorship

development & activation

Event production Measurement

HealthCare

ConsumerMarketing

Services offered

Creative & Digital Services

- Communication and Creative Strategies- Brand Consulting- Research- Account Planning- Corporate Identity Programmes- Mainline and below-the-line Creatives- Ambient Media Creative- Packaging and POP designs- TVCs, Films, Radio Spots and Jingles Production- Print Production - Digital

Website Development Social Media Strategies Social Media Conversations Online Reputation Management Mobile Platform E-Newsletters E-mailers E-brochures Digital Catalogues Multimedia Presentations.

Our Core areas of Expertise

Our team’s expertise encompasses a dynamic range of corporate services for organisationsranging from SMEs to corporate behemoths in various industry sectors:

Auto, Aviation, Engineering & Infrastructure

Consumer

Financial Services

Lifestyle & Hospitality

Healthcare

Media & Entertainment

IT & Telecom

Whether it is a product launch, brand repositioning, or a full blown crisis management scenario; we are always there to support you. As partners in progress, we leverage on our strengths to orchestrate effective communication campaign in a strategic, creative and timely manner thereby ensuring maximum mileage and goodwill for our clients.

Hanmer MS&L India Experience

Hanmer MS&L India Current Campaigns

LG Electronics - A ‘Viewty’ To A Kill

SITUATION LG Electronics Mobile Communications Company (LG) (www.lge.com) is a leading producer

of UMTS (WCDMA), CDMA and GSM handsets. LG began as a late entrant in the GSM segment in India; therefore it was an uphill task to get consumers to embrace the brand which was dominated by Nokia the current market leader; besides, draw their attention from newly launched phones especially the iPhone which was making news worldwide.

To position LG Viewty (KU990) mobile phone as a state-of-the-art mobile device and further highlight it as a lifestyle brand rather than just an innovative gizmo.

STRATEGY Position the LG Viewty as a top-of-the-line smart phone with style, an iPhone

alternative. USP was proposed - “LG Viewty – the iPhone killer”, a state-of-art multi functional mobile

device which highlighted its innovative features. Create and leverage a brand ambassador that would influence target consumer audiences. Throughout the launch, the goal was to incorporate LG Mobile's brand promise of ‘Life is

Good’ as an underlying aspect to the new LG Viewty brand.

PROGRAM Pitched story ides to key reporters across media. Sent brochure/press kit to key technology publications and lifestyle magazines. Organised an Asia press tour to ‘Viewty’ launch in Macau for media. Bollywood celebrity Deepika Padukone was chosen as Brand Ambassador.

RESULTS LG Viewty received an overwhelming response in excess of 200 stories and an equally

positive feedback across all media. LG Viewty became a rage in the country and enquiries were pouring in for the LG GSM team.

Prominent coverage in NDTV, Zee Business,T3 ,Hindustan Times, My Mobile, Financial Express, Economic Times from Asia launch in Macau.

Sales of phones significantly exceeded forecasted target of 500,000, setting several internal records. (Specific figure confidential).

LG Electronics Media Coverage Highlights

SITUATION General Motors India is a wholly owned subsidiary of General Motors Corporation, which

offers products under the Chevrolet brand in the country. GM India was way down the pecking order in terms of media share of voice because of: Low market share, Small product line up, Capacity constraint, Lack of products in the fast selling B&C categories, and also due to the phase out of the once popular Opel brand.

The idea was to plan a media blitz that would last the entire year and keep GM India in the news on a continuous basis riding on the intended launch of its products and capacity augmentation plans, which in turn would leverage sales for their new car to be launched Chevrolet Spark.

STRATEGY A major campaign was launched for media interaction with prominent newspapers and

magazines. Niche magazines on motoring such as Business Standard motoring, BBC Road Show, Top

Gear etc. were chosen. From the Television angle, NDTV, CNBC, TIMES NOW were invited.

PROGRAM In the pre-launch stage, Global Chief of GM Corp. Mr. Rick Wagoner was brought to India to

launch Chevrolet Spark. This created a buzz amongst the media and a photo opportunity. The first phase of the Spark launch juggernaut rolled on during April – May 2007 covering

major cities in the Eastern and Western region of the nation. During mid 2007, GM India stepped into the diesel sedan segment by launching the Chevrolet Optra Magnum. Clubbed with the Magnum launch, the second phase of Chevrolet Spark launch juggernaut rolled on across the Northern and Southern region.

RESULTS Ever since its launch, the Spark has received rave reviews from auto experts and consumers

alike for its class-leading fuel efficiency, passenger comfort and refined performance making it the most desirable vehicle in India today.

In 2007, GM India experienced record annual growth of 68 per cent on sales of 60,032 vehicles. This was well above overall industry growth of about 14 per cent.

General Motors – A ‘Spark’ling Debut

General Motors Media Coverage Highlights

SITUATION CNBC is India’s No.1 Business news channel. The channel's benchmark coverage

extends from corporate news, financial markets coverage, expert perspective on investing and management to industry verticals and beyond.

There were other channels in the market in the same category and the challenge was to differentiate CNBC-TV18 from the clutter of other news channels.

To increase brand recall of CNBC-TV18 and to create awareness of its new consumer channel CNBC AWAAZ and the other ventures such as - SAW, moneycontrol.com, etc.

STRATEGY Showcased Corporate & Financials of CNBC-TV18. Profiling spokespersons and anchors of CNBC-TV18 and the unique non market

based shows. Highlight major marketing events of CNBC-TV18.

PROGRAM Initiated coverage of their various shows such as Storyboard, India business

hour, Face of the nation etc. in leading newspapers and magazines. Highlight the other channels in the bouquet of TV 18, thereby leveraging its

qualitative advantage in terms of reach and the cost effective ROI on advertisements.

RESULTS Established CNBC-TV18 as the leading business news channel in India– the only

credible source of business information amongst the target audiences comprising of corporate, investors, analysts, media etc.

CNBC-TV18 leading in TAM Ratings.

CNBC-TV 18 – Leading The Pack

CNBC-TV 18 Media Coverage Highlights

Sony Pictures (India) – Casino Royale

SITUATION Sony Pictures India is one of the global divisions of Sony Pictures Entertainment, the

world wide leader in the television and film production/distribution industry. In India they were going to launch the Bond movie ‘Casino Royale’ and they needed good publicity to justify the worldwide franchise of the Bond lineage.

Though Bond is known worldwide and has a mass appeal, this time around the actor playing Bond was new and there had been a lot of negative publicity around him. The distributors did not want to take a chance on this aspect and therefore were looking for a grand opening which is fit for any Bond movie.

STRATEGY Create curiosity about the movie to draw millions to the box office. To create hype around Casino Royale and the new Bond – Daniel Craig. Generate awareness about the legend that began with ‘Casino Royale’ - the novel in

which James Bond earned his 007 title. The progression from a dutiful secret agent into an all round hero with the ‘Licence to Kill’.

PROGRAM Started a teaser campaign and later on placed stories and articles of Bond in various

newspapers and magazines, which highlighted the various aspects of the Bond persona such as ‘Look & Style’ of Bond, Bond’s favourite drink-The Martini, Hi-tech gadgets et al. in short the Bond quotient which generated enormous publicity for the Bond franchise.

RESULTS Sony Pictures India release for "Casino Royale“ by far had the biggest opening for

any Hollywood movie. The movie grossed Rs 15 Cr over the 3 day weekend. Besides, the high profile

campaign helped in every possible way to counteract any negativity/hate campaign the actor had for the lead role.

Sony Pictures Coverage Highlights

STAR ONE Digital Activities

STAR ONE targets next generation of Hindi entertainment with an innovative, diverse mix of programming across a range of entertainment genres –action / thrillers, comedy, drama, youth, game / format shows like :

Situational Analysis

Objectives

• To build relevant conversations around the Brand and its shows

• To track the sentiment analysis on each show to understand the performance of the show and also achieve valuable reviews through various conversations

• Build Relationships with key audience in order to promote new shows on star one

Create pages, groups and even profiles for key stars/ celebs that are branded STAR One and allow online users to join and share their passion for the show

Create a Star One YouTube Channel to post videos like promos,behind the scenes clips, exclusive interview with stars of theongoing shows etc.

Create a Star One Channel Twitter Page & tweet about the ongoing shows, sharing links of videos & photos related to the show

Popularize the profiles/pages/groups with linked video clips from YouTube, photos, information, schedules of shows

Create unique contests via the profiles where users canparticipate in quizzes and win a chance to see a show live

Share Downloadable Wallpapers, tracks of the shows

Recommendations & Solutions

Overall 15000 plus fans on facebook with activeparticipation from fans

30,687 YouTube upload views along with 49 subscribers

Twitter having 50 followers.

Results

- Mile Jab Hum Tum- Love ne Milla Di JODI- Hum Dono Hain Alag Alag- Jaane Pehchane se.. Yeh Ajnabee!- Laughter Ke Phatke

• Star One as a channel wanted to reach young Indian audiences spending the significant amount of time on the internet.

Social Media Presence

Pantaloons | Social Media Marketing

SITUATION Pantaloons Fresh Fashion stands out as a fashion trendsetter, on the lines of how fashion is followed

internationally. The ‘look’ and ‘what’s in’ today for the season is sacrosanct. All Pantaloons stores reflect the new ideology -- Fresh Feeling, Fresh Attitude, Fresh Fashion. The

stores offer fresh collections and are visually stimulating thanks to appealing interiors and attractive product display!

Pantaloons stores have a wide variety of categories like casual wear, ethnic wear, formalwear, party wear and sportswear for Men, Women and Kids.

STRATEGY Connect Consumers directly Engage them with various developments of Pantaloons Build a word of Mouth around Pantaloons being online and very keen to address and talk to

consumers directly Involve People in various Brand initiatives

PROGRAM Creating a Facebook Fan Page of Pantaloons reach people (Main Focus) Outlets, Video & Image testimonials, Audio testimonials of the customers, announcement of important

collection launch, Videos on internal brainstorming process for designing and launching exclusive collection.

Popularize the pages/groups with linked video clips from YouTube, photos, information, schedules of shows

Consumer Engagement Programs – Inaugurate Pantaloons Store Clickable Emailers Building Engagement Activities on Pantaloons Fan page like Contests based on fashion, festivals, or

event etc Build & Promote Live Webcasts around specific events Build Relationships with online Influencers – Bloggers, Tweeters

RESULTS Fans on facebook : 11003 fans in just 1 month & Growing

- Started with - 1500 Fans- Current – 11003 Fans- Overall Impressions – 25,000 on an AVG on every post

1500 interactions per day on social networks Number of contest – 4, more than 3000 people joined the pantaloons fan page in women’s day

contest & approximate 600 people for the live streaming of the Fashion show- 50 Viewers per Minute on an avg.

Promoting various properties

Green Card Programs Share about events regularly Promote New Collections & Products Build online Properties such as Fashion Friday Promote Topical events such as Women’s Day

& Valentine’s Day Contest

Being Social – Share, Involve, Interact & Engage

Consumer Engagement Programs & Live Webcasting

Being Social – Share, Involve, Interact & Engage

PHILIPS – A Crystal Clear Case

SITUATION Philips Electronics India Ltd (Domestic Appliances & Personal Care) is the one of the

global divisons of consumer electronics giant Philips Eindhoven Holland. They were keen on promoting their state-of-the-art UV Water Purifier in the market place.

The product in question was a premium product which came with a relatively higher price and to top it all, Philips was entering a new market segment that was driven by a very dominant player enjoying a very large chunk of the pie.

STRATEGY Hanmer MS&L adopted a long-term plan, which ensured the desired impact of

communications to the target audience by focusing on the USP of the product.

PROGRAM The pre-launch phase focused on the rampant water contamination issues and the

need for urgent water purification to ensure safe water. This was done by placement of generic articles in 15 key cities that highlighted city specific contamination issues.

The launch phase kick started with the developing a customised media relations strategy, followed by development of key messages and other collateral. All this culminated to a mega press conference in New Delhi where the Philips Intelligent Water Purifier got unveiled, followed by the roll-out of a national press release.

The post launch focus was on building brand preference and stimulating purchase intent while influencing sales. Story opportunities related to products launch, reviews, advertising, branding and marketing initiatives were explored.

RESULTS In a period of two months of launch, the consultancy through all our network offices

generated over 300 news clips with a quantitative media evaluation of over 1.3 crore. More than 90 % of the coverage carried direct messaging. Today Philips is prominently being featured in all industry stories and has established

itself as a key player in the water purification category.

PHILIPS Media Coverage Highlights

Stem cells are essentially the building blocks of human body. Globally, studies have proved that stem cells offer safe and natural cures for various life threatening diseases. Even the Indian medical fraternity vouch for the potential that stem cells offer, despite this the average Indian customer still remains skeptical about the benefits of stem cell banking.LifeCell International was the first private enterprise to introduce the revolutionary concept of banking umbilical cord blood stem cells, in India. Incorporated in 2004, in collaboration with CRYO-CELL International Inc, LifeCell facilitates the cryogenic preservation of umbilical cord blood and tissue stem cells at its central facility in Chennai. The company has over 50 centers across India.The agency has been associated with LifeCell since the launch of its first service in 2005. In the first three years, PR aimed at familiarizing doctors, media and the general public with the novel concept and shaping a positive perception about its potential. Most importantly, over this period, LifeCellInternational was firmly established as the pioneer in the cord blood stem cell banking industry in India.Foreseeing the market potential and the rising acceptance amongst TGs, many large corporates like Reliance Life Sciences, Apollo, Jevan Blood bank, Dr. Reddy’s and international players like Cryo-save ventured into the market, early last year.

SITUATION ANALYSIS

OBJECTIVES

• To Position LifeCell as India’s only comprehensive stem cell solution provider

• To help in increasing the sales by 30-50 % by generating greater media mileage through increased customer centric activities

• Break through the age old myth on menstrual blood being an unhygienic biological waste and create awareness on its medicinal value before the launch of the new service

• Increase SOV by participation in at least 50% of the key industry stories

TARGET AUDIENCE ANALYSIS

• Response generated from the target media proved that they are awareabout LifeCell International and regularly interacts with the company spokesperson.

• Responses generated from interactions with general audience (21-35years) proved that the audience is aware about stem Cell but not yet convinced on its potential usage

BUDGET & STATEGY The Communication program was a three dimensional approach

• Organized & Promoted a unique contest “Future mom 2009”- a ramp walk for pregnant women and free antenatal workshops to establish rapport with target audience

• Created a human interest documentary on a successful case study where an 8 year old girl was treated for Thalassemia which stored the cord blood stem cells of the younger sibling for free. The film was circulated among all the key media across the country to educate readers about the new breakthrough and demonstrate the therapy capabilities of LifeCell

CREATIVITY AND ORIGINALITY

Exact budget figures are confidential, though it may be estimated at agency fees inthe range ofINR 40,00,000 -50,00,000

LifeCell – Possibilities well protected

BrandSalienceLifeCell

International

EDUCATENew

developmentsand services

EXPERIENCEInnovativeCustomerConnect

programs & testimonials

EXCITE-Concept and

Industrystories and

case studies

The award winning strategy …

EVALUATION OF SUCCESS & RESULTS

The three pronged strategy was executed simultaneously EDUCATE: CREATING AWARENESS ON THE NEW SERVICES1. Sustain the media momentum by fanning out the activities and coverage to

ensure uniformity in media visibility throughout the campaign period2. Promoted the R&D center, the new services both femme and Cord tissue

banking, Promoted the launch of BAMC technology and generated stories on the clinical trials for Critical limb ischemia.

3. Documented and Circulated a Q&A kit on Stem cells to all media which prompted them to do in educative articles on stem cells and its importance. This was also used as a ready reference for all media education programs

EXCITE: CONCEPT AND INDUSTRY STORIES1. Projected stem cell as a concept that will soon change the outlook of Indian

healthcare industry 2. Generated concept stories and educative articles on cord blood stem cells and

their applications3. Created & promoted unique customer testimonials, and generated stories on

the profiles of the customer who banked their stem cells with LifeCell to communicate that Stem cells banking is now popularly excepted among the middle income group

EXPERIENCE – CUSTOMER CONNECT PROGRAMS1. Promoted and organised innovative lifestyle events like a contest for Pregnant

women and educative antenatal workshops which served as a direct platform to engage and educate the target audience about cord blood stem cell banking service

2. Popularised the events and workshops through traditional and new age media to attract larger audience and project LifeCell as a consumer centric brand

3. The programs were hosted in key cities like Chennai, Mumbai, Delhi, Bangalore, Kolkata and Hyderabad in a phased wise manner to ensure maximum visibility and media exposure

4. Organized Radio and television call in shows to answer the doubts of curious audiences on stem cell applications, therapies and banking procedures

Objective: • Position LifeCell as most preferred & reliable brand and India’s only

comprehensive stem cells solution providerResult:• Cultivated and engaged more than 225 media relationships. Garnered 255

exclusive stories on LifeCell and its various banking services, R&D center launch and Clinical Trials

• A reader wrote a letter to the editor congratulating LifeCell for bringing new technologies to the country and the same was published by the Daily’s letters to editor section. India Today in its anniversary issue recognised LifeCell‘s as a Medical Miracle of the decade

Objective: • To help in increasing the sales by 30-40 % by generating greater media

mileage through increased customer centric activitiesResult: • The company’s managed nearly a 60 % rise in its sales with the total number

of stem cell samples nearing the 20,000 mark. • Agency generated media impressions worth 28 million for the year 2009• Coordinated for about 8 customer centric events and generated 117 coverage's

for the activities. These activities were highly successful and recorded a sale conversion ratio of 40 %.

Objective: • Break through the age old myth on menstrual blood being an unhygienic

biological waste and create awareness on its medicinal value prior to the launchResult: • Projected Menstruation as Women’s Power of regeneration and a Monthly

Miracle. With no formal announcement, the agency generated over 60 stories through exclusive interviews and article placements.

Objective: • Increase SOV by participation in at least 50% of the key industry stories Result: • 72% of the industry stories (from India) on stem cells have included the

spokesperson’s quote and mentioned LifeCell as a pioneer in the space.- LifeCell has won the Asia- Pacific PR Award 2009

EXECUTION & TACTICS

LifeCell Media Coverage Highlights

Indian Art Summit

Key Highlights India Art Summit, India’s contemporary and modern art Fair, saw a 3 fold growth in

2009, in its second edition The participation of 54 galleries from 11 countries, established IAS as a global

calendar event 40,000 visitors attended the fair over 4 days from India and across 32 countries Over 1000 artworks of 500 contemporary artists were displayed and 50% of the

artworks were sold out in a short span of 4 days The international speakers forum with 53 renowned Indian and International

speakers saw good media participation The collateral events happening across the city provided a great opportunity for

network

Key PR Objectives To establish Art Summit as a Global art fair and highlight various elements of the

event and participation of various famous galleries and artists Downplay any controversial issues Change the media perception of the Indian market from a market facing heavy losses

due to recession to that of a market where price correction was required which would be followed by steady growth

Educate the media on the Indian & Global art scene

Approach taken Dissemination of Announcement release and creating visibility in Indian and

International art magazines to create a buzz before the Art Summit. Feeding of information on the Indian and Global art market to select columnist and

opinion leaders to change any negative perception about the art market across Highlighting the key aspects and activities at the Indian Art Summit

What was achieved

ChallengeIn 2008 International

participation was notsignificant. The task was to establish India Art Summit as a Global Art Fair.

AchievementPre event coverage in

International publications,Inviting international media helped garner International coverage and spread the word across continents.

AchievementThe change in perception

of the art scenario in India and confidence building was achieved by sales of art work and media coverage

ChallengeChanging the perception

of the Art scenario in Indiaand increasing the confidence level among investors, collectors, artists, curators and galleries

Indian Art Summit Media Coverage Highlights

Hanmer MS&L India Team

Sunil GautamManaging Director, Hanmer MS&L, India

Mr. Sunil Gautam is the head of Hanmer MS&L India. A chartered accountant by profession; he has to his credit setting up one of India's largest independent multi-disciplinary communications company offering 360 degree communications solutions to a prestigious clientele comprising over 150 top Indian conglomerates and MNCs.

A veteran in the field of PR; his views are sought by industry professionals both in India and worldwide.

Hanmer MS&L India Team

Mr. Jaideep Shergill is a management graduate with a master’s degree in international business. Jaideep has been with Hanmer since inception and is in charge of account management, direction to teams and media relations for all clients. A real task master and go getter, he is the energy behind the India team.

Jaideep brings with him a very rich experience from the banking industry and various aspects of the communications industry through his exposure to numerous clients.

Jaideep ShergillPartner & Member, Corporate Leadership Team Hanmer MS&L, India

Hanmer MS&L India Team

Vijay Kumar SwamiSr. Vice President, Creative Services,Hanmer MS&L, India (Mumbai)

Vijay is a communications professional with 18 years of experience in Advertising, Public Relations, Corporate Communications, Event Management and Marketing of various Consumer and Financial Products with demonstrated initiatives in running profit centers. Currently, Vijay oversees the Creative Services division across multiple vertical industries at Hanmer MS&L in Mumbai.

Before joining Hanmer MS&L, Vijay was Vice President, Marketing, Brand Management and Corporate Communications with Paramount Healthcare Management, a group company of Munich RE, Germany – a Fortune 500 Company. Other than that, his experience includes senior management position at Publicis India as General Manager, and JWT Group Company as Client Services Director.

He is skilfully adept at Brand and Account Management, Research and Strategic Planning, besides Media Buying, Media Planning, Handling Media Relations and PR clients. Over the years, Vijay has handled multi-functional responsibilities across various communication spheres - Consumer, Corporate,Retail and Services Sector.

Key clients handled by Vijay include Fidelity Investments, Siemens Mobile, Indian Oil, Tata Motors, UTI Mutual Fund, Aventis Pharma, Royal Sundaram Insurance, ACC, Wimco, Morgan and Stanley, IDBI Bank, Franklin Templeton and many more.

Hanmer MS&L India Team

Pankaj Desai joined Hanmer MS&L in January 2004 and presently heads the Gujarat operations of its Creative Services Business and MS&L Studios India, a global outsourcing hub for various MS&L offices worldwide.

He has worked on a portfolio of prestigious clients like GE, MEC, P&G, GNFC, Adani, Torrent, Nilon’s, Shree Cement, FACOR, Radission and Mili Tea. In addition to this, he has also worked with more than 15 overseas MS&L offices and its clients. An MBA in Marketing from the University of Pune (India), he also has to his credit, an enriching experience of more than 10 years in marketing & advertising, international trade and corporate communications. His profile includes a vast marketing experience at Suman Trades Pvt. Ltd. and as the Senior Officer, Corporate Communication with Adani Exports, Mundra Port and Adani Wilmar of the Adani Group.

Among his most striking qualities are excellent co-ordination skills and an indomitable spirit which make him an excellent leader and a pleasing personality. His calm disposition in the most pressing times is especially impressive.

Pankaj DesaiVice President, Creative Services Hanmer MS&L & Head, MS&L Studios India (Ahmedabad)

Hanmer MS&L India Team

Onassis VazVice President & Practice Head, Financial Communications & Investor Relations, Hanmer MS&L, India (Mumbai)

Onassis brings with him rich experience of the communications industry through his exposure to numerous clients. With over 20 years of experience in the PR & communications industry, Onassis has truly a 360 degree experence in communications be it advertising, media buying, events, public relations or investor relations.

Having handled various financial brands including heavyweights viz. Franklin Templeton, UTI, IDBI Bank, Global Trust Bank, Standard Bank London to having developed strategy & direction for brands such as Pepe Jeans, Eureka Forbes, Honda Motors, Skoda Auto, Adani Wilmar, Suzlon Wind Energy, Venkys India etc. He is the right person for crisis management.

With a strong understanding of the Indian Capital markets, Onassis is well versed with all guidelines concerning the markets; be it the Security Exchange Board of India, Bombay Stock Exchange or the National stock Exchange. Onassis has been instrumental for managing communications for various companies looking to raise money from the capital market & listing on the stock exchanges in India. Companies that he has worked closely are the Yash Birla Group, Cinemax India, Lumax Auto, Allied Digital etc., to name a few. In addition to managing Investor Relations for clients such as Spice Jet, GarwareOffshore, FACOR Group etc., his experience and understanding spans across various sectors that include Steel, Offshore, Telecommunication, Textile etc. At Hanmer MS&L, Onassis leads a young dynamic team focused on Financial Communications & Investor Relations in addition to managing and advising clients from various sectors.

Hanmer MS&L India Team

Glen Charles D’SouzaVice President & Practice Head –Consumer Brands, Hanmer MS&L, India (Mumbai)

Glen brings with him 12 years of experience in the field of public relations. His forte lies in handling communications for consumer brands through his exposure with numerous clients over the years.

Glen currently manages various corporate accounts namely Emirates Airline, London Unlimited – the Mayor of London, CNBC- TV18, Hong Kong & Shanghai Banking Corp Ltd., LG Electronics India Private Limited, Pfizer India Limited, India Medtronic Private Ltd., Tata Sky Ltd, Kinetic Motors Limited etc., along with regular media liaison.

A commerce graduate with a Diploma in Business Management from Bombay University, he’s been with Hanmer&Partners since inception. He heads a team of Sr. Consultant, Consultants and Associate Consultants which oversees various corporate, brand, healthcare, aviation and auto clients

Additionally, entrusted with handling and developing the operations of the Pune network office, since 2005.

Hanmer MS&L India Team

Luna BiswasVice President & Practice Head - Aviation, Hanmer MS&L, India (Mumbai)

Luna brings with her an experience of over 9 years in aviation, consumer andmedia & entertainment public relations. She joined Hanmer & Partners in May2002. Apart from spearheading the agency’s aviation & tourism practice, Lunaoversees teams across multiple vertical industries including media andentertainment, hospitality, consumer brands, IT/ITES and retail.

Before joining Hanmer & Partners, she has worked with some of the leadingPR firms including Integral PR & Capital Images PR. Luna’s portfolio of clientsinclude some of the prominent names in the industry viz. Bacardi-MartiniLtd., Tupperware, India Today Group, William Grant & Sons, Whyte &Mackay etc. A graduate of Lady Shri Ram College (Delhi University) with aB.A. in English literature and a post graduate in mass communication, Lunabegan her career at a consumer brands PR agency.

Hanmer MS&L India Team

M Subramaniam or "Subra“, as he is known to one and all, has over 21 years of experience in Public Relations, Advertising and Marketing and has worked with various consultancies and corporations. He has extensive experience in handling internal/ external relationship issues including crisis management.

Before Hanmer MS&L, Subra was marking time with Rediffusion Y&R as Vice President (South). In the past, he has worked with IBM India, Bangalore, Gutenberg PR, Perfect Relations, Ogilvy PR, Skypak Couriers Ltd., Bangalore, Oasis Enterprises (JVC), Dubai, Ogilvy & Mather Advertsing, Bangalore and Lintas, Mumbai & New Delhi. He has handled numerous prestigious clients such as Airtel, EMC, IBM, Wipro, Apple, Toyota Kirloskar, Shriram Properties, Ford, Metro Cash & Kerry, Coca Cola, Hindustan lever to name a few.

Subra is a graduate in Commerce and holds a post graduate diploma in public relations from Xavier Institute of Communications, Mumbai.

M SubramaniamVice President, Hanmer MS&L, India (Bangalore)

Hanmer MS&L India Team

Vipul BondalAssociate Vice President, Hanmer MS&L, India (Mumbai)

With over 15 years of experience in the field of corporate communication, Vipul currently heads a team that handles a diverse portfolio of clients which include Setco Automotive, Brandix, and Indiabulls Financial Services.

A Chemistry graduate with a post-graduate in Mass Communication, he has also done a Program in Business Management from the Indian Institute of Management, Bangalore (IIM-B).

Prior to Hanmer MS&L, he has worked for leading global companies such as Siemens and Roche, and also with other well-known Indian PR firms. He possesses a good understanding of all aspects of communications including corporate, marketing, financial, crisis communication and CSR. Vipul couples communication strategy with a thorough understanding of business and economic matters.

Hanmer MS&L India Team

Schubert FernandesAssociate Vice President, Hanmer MS&L, India (Mumbai)

A Graduate in Commerce & Business Management, Schubert started his career in communications by joining a full service advertising agency where he worked for two years. Schubert then went on to complete his post graduation in public relations and corporate communications from the Xavier Institute of Communication, Mumbai, following which he joined Hanmer & Partners and spent four years with the agency.

Schubert has over 9 years of years of work experience in the communications and public relations business imparting counsel to a host of clients and corporates in India and the Middle East. Before returning to Hanmer & Partners in February 2007, Schubert was an integral part of the communications team at Asian Paints, one of the world’s top 10 decorative coatings company.

Schubert has extensively serviced real estate and infrastructure clients both in India and the Middle East. He currently manages the real estate and infrastructure mandates at Hanmer MS&L.

Hanmer MS&L India Team

Atanu DuttaAssociate Vice President Hanmer MS&L, India (Delhi)

Atanu Dutta has over 13 years experience in developing and implementing innovative communication programs to drive growth and profits for clients in competitive markets. His core strengths include understanding positioning needs and developing appropriate marketing communication strategies for clients across industry segments.

Prior to joining Hanmer MS&L, he has worked with Sun Global (China), VTS Clima (Dubai), Jumbo Electronics (Dubai), Enterprise Public Relations, TBWA, PSI India, Mudra Communications Ltd., Perfect Relations and Mideast (India) Ltd.

A management graduate from T. A. Pai Management Institute, Manipal, he has completed his Bachelor’s degree from University of Delhi.

Hanmer MS&L India Team

Sushant BalsekarAssociate Vice President Hanmer MS&L, India (Mumbai)

Sushant Balsekar has over eight years of consolidated experience in the automotive engineering and design technology domains. Besides his specialisation in the automotive sector, he has executed large projects pertaining to agri-business, aviation, healthcare, hospitality, real estate & infrastructure, and is also well versed in CSR and M&A policies.

Prior to joining Hanmer MS&L, he had a 30-month stint with a leading PR firm as Account Director on Corporate PR Practice, in Mumbai.

He is a Bachelors in Automobile Engineering and a Graduate Member of the Indian Automotive Engineers, Chennai. Sushant has a keen interest in business models and strategies, evolution of industries and has a strong business outlook.

Hanmer MS&L India Team

Shantanu SarkarSenior Manager - Research & Insights, Hanmer MS&L, India (Mumbai)

Shantanu Sarkar is MBA in Marketing & Personnel from Nagpur University. He also has a Bachelor’s and a Master’s degree from St. Xavier’s College, Mumbai University and a Mass Communications Diploma in Public Relations from Xavier Institute of Communications, Mumbai

He comes with a good experience in market research in diverse verticals across varied market regions with demonstrated initiative, creativity and success

Before joining Hanmer MS&L, he has worked with AC Nielsen AMER, Corporate Voice | Weber Shandwick, Hewlett-Packard and WPP Group

Hanmer MS&L India Team

K.BhanuprakashManager - Digital Communications Hanmer MS&L, India (Mumbai)

Bhanuprakash had a vibrant, exciting, robust & diverse career in the Online Communications & Information Technology. He started his career as a web developer, designer, and then shifted to Digital Communications. In his present role of a Digital & Interactive department manager, he has been actively involved in interacting with clients for the requirements ranging from their online presence to the brand recognition in the online platform. In his current role he has handled projects such as Penguin Book Publishers, Loreal India and currently handling Star Network, Pantaloons, s.Oliver, SABTV, Volkswagen and many other projects in the pipeline .

Explored the communication field to the core and has an extra ordinary capability of generating ideas using the knowledge gained. He has an experience of 8 years in Web & multimedia in which he also led an Advertising & Web-Multimedia agency for 4 years. In addition to technical skills, he had been managing & leading projects and teams to answer business requirements and problems. This included strategizing, implementing & managing brand related activities such as Online Digital Programs, Websites, SEO projects, Multimedia Presentations, Corporate films etc.

As a strong back up support to his work profile, he has a strong presence in online world on Social Media Platforms such as Social Networks, Social Bookmarking, Article Directories & Blogosphere. He deals with engaging Digital Communications & Social Media Marketing for brand promotion and enhancing brand values using online expertise. He had been very active in the Social media Summits/ Blogger meetings & actively interacted with many regular and reputed bloggers/Social media Personals.

Hanmer MS&L India Team

Hanmer MS&L India Contact InformationJaideep Shergill+91 9821042514

jaideep@hanmermsl.com