SPICE SECRETSmaster.chef

A BRIEF INTRO

IFB is a leading manufacturer of a wide range of home appliances: from Washing Machines, Dryers, Dishwashers, Microwave Ovens, Modular Kitchens, Refrigerators to Air-Conditioners.

To know more about us please visit: ifbappliances.com

2

OPPORTUNITY BECKONS

We offer you a unique opportunity to engage with womenwho are genuinely interested in cooking.

By participating in our IFB Spice Secret program you can reach out and engage with them, and promote your brands and products directly to themin a most cost-effective manner.

3

SPICE SECRETS PROGRAM

As a marketing initiative to promote our Microwave Ovensfor more than a decade we have been organising microwave cookery programs.

We have held thousands of Spice Secrets programsacross the country aiming to spread microwave cookery in Indian and International cooking. These were cookery demo programs.

4

SPICE SECRETS PROGRAM

5

SPICE SECRETS PROGRAM TODAY

Now we have taken the program further.

Going beyond demo shows we have extended our Spice Secrets initiative to engage with our customers in a meaningful way and build a deeper relationship with them.

We want to give an opportunity to grow their interest in cooking.

And encourage them to use their inner talent profitably.

6

SPICE SECRETS PROGRAM TODAY

Spice Secrets

Master.Chef Cookery Classes Recipe Queen

7

8

MASTER.CHEF PROGRAM

Watch Trailer

MASTER.CHEF PROGRAM

Our Master.Chef is a mass participation program designed for IFB customers only to build a strong brand

engagement and loyalty.

Through this program we want to spread healthy cooking with microwave ovens.

And create brand ambassadors for IFB who will evangeliseour products, especially our Microwave Ovens.

9

MASTER.CHEF PROGRAM

Top 10 Auditions | Level 1

Starts with an Open House Demo | A 4-hour session in a 5-star hotel

With 80-100 participants | Our MWO customers | Participation is free

Different cuisines and preparations shown | By a reputed Top Chef from a 5-star restaurant

End by inviting participants for the IFB Master.Chef program

Selection by a ‘mystery dish’ contest | 10 participants are chosen to compete to become a Master.Chef

10

PROGRAM COLLATERAL

11

Banner

Standee

PROGRAM COLLATERAL

12

BookletRegistration & Feedback Forms

TOP 10 AUDITIONS

13

The venue

The program merchandising

TOP 10 AUDITIONS

14

TOP 10 AUDITIONS

15

TOP 10 AUDITIONS

16

MASTER.CHEF PROGRAM

Master Classes | Level 2

The 10 selected participants are intensely trainedin microwave cooking during Master Classes

Held by independent Top Chefs and our sous chefs

Different cuisines and preparations are taughtover 4 days

On the 5th and final day skills of participants are testedand judged by the Top Chef

Only 5 are selected as Master Cooks for holding Home Demosat the next level

17

MASTER CLASSES

18

MASTER CLASSES

19

MASTER COOK COMPETITION

20

MASTER COOK COMPETITION

21

MASTER COOK COMPETITION

CONFIDENTIAL22

MASTER.CHEF PROGRAM

Home Demos | Level 3

The 5 chosen Master Cooks are then asked to holdcookery Demos at their own home

Each Demo is sponsored by IFB and the cost of holding the Home Demos are borne by us

Based on the quality of cooking, presentation and organisation at each Home Demo the final 3 contestants are selected for the IFB Master.Chef Grand Finale

23

HOME DEMOS

24

HOME DEMOS

25

MASTER.CHEF PROGRAM

Master.Chef Grand Finale This a Open House same as Top 10 Auditions

Held in a 5-Star hotel | 80 – 100 participants

There’s an added twist of excitement | At the end of the demo session the Grand Finale is held

The 3 chosen Master Cooks are then asked to show theirculinary skills by cooking 3 dishes in 60 – 75 minutes

Each preparation is judged by a panel of independent Top Chef based on the quality of cooking and presentation

The winner is adjudged as the IFB Master.Chef

CONFIDENTIAL26

GRAND FINALE

27

GRAND FINALE

28

GRAND FINALE

29

THE SPICE SECRETS TEAM

30

AFTER PROGRAM

31

Our first Master.Chef Mrs.Rampriya conducting cooking events as IFB brand ambassador at Salem, Tamil Nadu

MASTER.CHEF REALITY SHOW

The entire fortnight-long program were video recorded like a reality show | Produced by a team of professionals

We created 7 webisodes with teasers, and 11 recipe minisodes

These were uploaded on to You Tube and on our website

To see the episodes please visit: www.youtube.com/ifbappliances

CONFIDENTIAL32

THE REALITY SHOW

33

Top 10 Auditions Episode Grand Finale

THE RECIPE SHOW

34

Molten Chocolate Lava Cake Peanut Butter Cookie

PROGRAM PROMOTION

Online promos Website

Online ads

Social Media

Offline promos In-shop program promo

In-product promo material

CONFIDENTIAL35

WEB PROMOTION

36

Spice Secrets Homepage

Master.Chef Recipe Contest Offline Cookery

Classes

Total views: 2 Lakhs+

WEB PROMOTION

37

Master.Chef Page

To allow customers to read as well as watch the episodes of the series

WEB PROMOTION

38

Recipe Page

To showcase recipes recorded during the program

ONLINE PROMOTION

39

Economic Times

Flipkart

SOCIAL MEDIA PROMOTION

40

YouTube Page - Total Views – 2 Lakh+

SOCIAL MEDIA PROMOTION

41

EMAILERS PROMOTION

42

MASTER.CHEF PROGRAM TIMELINE

EVENT TIMELINE

Top 10 Audi t ions 5 days*

Master Classes 5 days*

Home Demos 5 days*

Grand F inale 5 days*

Total Program 30 days

43

* Includes preparation time

LOOKING AHEAD

Having created a proven brand property with IFB Spice Secrets Master.Chef program we plan to build on it further…

To take the program to other urban markets and make it pan-Indian

Four Master.Chef programs are planned for the year – one in eachof the regions | Our next target centers are Chandigarh, Goa, Kolkata

45

WHAT WE ARE LOOKING FOR

We wish to team up with a few select brands as co-sponsors for the Spice Secrets Master.Chef program

Our consumers are typically women from upper & middle class urban households who are keen about cookery

Annually we reach over 150,000 customers throughour MWO sales alone

46

WHAT WE HAVE TO OFFER

Co-sponsors in the Spice Secrets program can benefit from:

Live events at all levels Branding opportunities Product marketing & promotion opportunities Consumer engagement opportunities

Online promotion Co-branding in reality show episodes Access to our ever expanding database (300,000+)

of IFB consumers for promotion

In-product promotion In product promotion with IFB MWOs to reach

over 150,000 customer every year

47

SPONSORSHIP OPPORTUNITY

48

Co-sponsor x 1: Rs 6 lakh per program

Associate Sponsor x 2: Rs 3 lakh per program

THANK YOU