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BRIEF APPRECIATION: MULTIFACETED

To change the perception about coconut and make it more premium

To create affinity for coconut oil as a tasty healthy cooking oil

To reinforce the goodness of coconut oil as the best serum for healthy lustrous hair

To promote and position tender coconut water as a very cool drink to have

COMMUNICATION CHALLENGETo make coconut cool & sexy! By creating an imagery of premium-ness and a promise of health and youth...

WHOS THE CONSUMPTION TG?

Women in the pre-married age of 24 to the age of 32 these are people more receptive to ideas and wanting to stamp their impression on the family. Can use their status in between their mother and mother in law to make a difference. This target will be applicable for skincare/haircair & culinary.For Tender Coconut water our core audience will be the youth & Gen X in the age group of 18yrs to 35 yrs

Aspirations are set top to bottom, so whilst setting imagery we have to target the best influencersTHE COCONUT AUDIENCETHE CREATIVE BULLS EYEThe new driven Indian who are contemporary in their thought and contribute to the mass youth mindset that rules India; confident, on the move, ready for the worldOUR APPROACH: THROUGH CONSUMER STORIESTHE RIGOUR

-Deep dive interviews with non users and users Scanned popular culture for trends Excerpts and conversations on blogs and discussion forums Information sources like WARC etc. Lowe knowledge base (learning from other brands about lifestyle products) Brainstorms and ideations groups Secondary data from articles, popular websites, news reports, magazines Brand information from coconut board

The majestic coconut is not only revered for its height. We find that all parts of the tree are in use; from the fruit to the root.

It provides shelter, fiber, food and most importantly health and beauty.

For thousands of years, coconut products have held a respected and valuable place in local folk medicine

And people from many diverse cultures languages, religions, and races scattered around the globe have revered the coconut as a valuable source of both food and medicine

Even today modern science is only re-enforcing this belief

8COCONUT IN MODERN MEDICINEModern medical science is now confirming the use of coconut in treating many conditions. Published studies in medical journals show that coconut, in one form or another, may provide a wide range of health benefits. Some of these are summarized below:Kills viruses that cause influenza, herpes, measles, hepatitis C, SARS, AIDS, and other illnessesImproves digestion and absorption of other nutrients including vitamins, minerals, and amino acids. Improves insulin secretion and utilization of blood glucose. Relieves stress on pancreas and enzyme systems of the body. Supports and aids immune system function. Helps protect the body from breast, colon, and other cancers. Is heart healthy; improves cholesterol ratio reducing risk of heart disease. Supports tissue healing and repair. Helps protect against osteoporosis. Improves calcium and magnesium absorption and supports the development of strong bones and teeth. Relieves symptoms associated with Crohn's disease, ulcerative colitis, and stomach ulcers. Supports thyroid function. Prevents wrinkles, sagging skin, and age spots. Softens skin and helps relieve dryness and flaking. Supports the natural chemical balance of the skin. Reduces symptoms associated the psoriasis, eczema, and dermatitis. Provides protection from damaging effects of ultraviolet radiation from the sun. Helps control dandruff. Does not form harmful by-products when heated to normal cooking temperature like other vegetable oils do. Promotes healthy looking hair and complexion. Promotes loss of excess weight by increasing metabolic rate. Dissolves kidney stones. Helps prevent liver disease. Boosts energy and endurance, enhancing physical and athletic performance. Helps relieve symptoms associated with gallbladder disease. Even today modern science is only re-enfrocing this belief9

No wonder it is called the TREE OF LIFE

Where the edible form of coconut, coconut water, the flesh and the oil are all rich in nutrients and possess protective and preservative properties:

Anti infectionAnti carcinogenicAnti diseasesAnti aging

Coconut : High on health benefits!

But health by itself is no longer an exciting proposition for the audience who are being spoilt for choices by various health related products

Spinning

Artistic yoga

Bollywood dancingInteresting fitness formats to woo the public

Bombay Times Ad i-lipo Standy

Creating more confusion15In the whole universe of health products, what is a strong reason for them to adopt coconut into their life?

What is the unique interpretation or cut on health that we can solely occupy?

How can we be relevant to them in a way no other competitor can?

To answer this, lets first understand what health means to them

Throughout history one thing that has eluded human race is the secret to longevity. Even the belief in God and the afterlife has in it a promise of living on

Various cultures people experimented with metals and minerals, animal parts, and some secret unattainable ingredient.

However everyone knew the best way to live longer was to be healthier.

Where health = longevity

But was the length of life the only concern?18People didnt want to just live on forever, but wanted to live on forever in a healthy condition with

Abundant energyBetter immunityYouthful looking skin and hair Vitality and glowAnd an attractiveness to the opposite sex

When we dig deeper into human motivation, we find that health is actually an indicator of the youth factor of a person

So what they really chase is youth.

During his twilight years, American author Mark Twain noted that "life would be infinitely happier if we could only be born at the age of 80 and gradually approach 18.This state of youthfulness through health is something the coconut in all its derivative form naturally provide

Coconut in all its form promotes health. It prevents diseases, is an antioxidant, improves immunity and preserves skin texture, hair, and vitality. it provides energy, better immunity, youthful look- skin and hair, and glow.

And the benefits of the coconut, can be summed up in two powerful words

Prevents. Protects.The biggest indicator of youth is health and vitality; energy, better immunity, youthful look- skin and hair and glow. And coconut in all its form promotes health. It prevents diseases, is an antioxidant, improves immunity and preserves skin texture, hair, and vitality.

20Hence it is a perfect elixir of youth.

This is the strong reason for our audience to adopt coconut into their lives

This is the unique positioning of health that we can naturally own

This is our edge over others BRAND IDEA:

COCONUT : STAY YOUNG!How do we take this forward? THE LOGO

A unit that best describes what the health benefits of coconut can do for you

Pithy. Provocative. Game changing. In line with the essence of the coconut

All brands associated with the CDB should ideally carry this logo on their products. This will help re-enforce the goodness of coconut and raise the credibility of the claim from various touch points

COCONUT HAIR OIL AND SKIN CARE PRODUCTS:

Hair oil has established itself as an accepted and believable solution for healthy lustrous hair. However the presence of coconut in skin care is largely unnoticed.

The idea: We need to pump up the volume of the glamour quotient here

Its no longer your dadi ji/ ammammas home remedythis is seriously researched benefits of coconut for skin & hair that can make your skin and hair look super hot

FOR COCONUT COOKING OIL:

If the lady of the house is going to decide the cooking oilwhy not engage her and challenge her a bit

The idea: Play the taste and health game in communication through recipes

*PR should work on dispelling the barriers to coconut

TENDER COCONUT WATER:

Should work on the sporty energetic freshness factor. Communication should aim to make tender coconut water cool and give it a flash value

The idea: At one time this was akin to amrit or the necter of the Gods. To day it still serves the modern Gods

PR can rope in celebs to endorse coconut water

THANK YOU