What is BIGADDA?

BIGADDA (division of Reliance BIG Entertainment Pvt. Ltd), part of Reliance ADA Group is the
largest and the fastest growing web and mobile Indian social networking site.

BIGADDA today has 5 million registered users, with a male female ratio of 78:22. 34% of the user
base belongs to the age group of 19 to 34 years. 92% of the users fall below the age of 35 years.

BIGADDA has a pan-India network – tier 2 and 3 cities and towns account for upto 42% of
BIGADDA traffic, which is substantially higher than any of its competitors.

A profile sketch of a BIGADDA user will highlight a 16 to 23 year old Indian male, a graduate from
the top eight cities having interests across movies, music, cricket and reading. He likes to engage
with his friends over the internet but prefers to hang out with them over the weekends, doesn’t
have a political view and likes browsing the internet for videos and other rich media content.

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 Key differentiator - Product and Services:

Social Networking: Platform to create an online identity (profile), share views, find
friends, create communities and engage with other likeminded users.

Social Media: Content verticals like photos, videos, music to share and consume UGC
as well as copyrighted content. Application gallery complete with developer gallery.

Mobile: A mobile offering of the platform on WAP and Client.

Milestones:

Date Particulars
06 August, 2007 Launched operations
05 January, 2008 Reached 1 Million user registrations
05 April, 2008 BIGADDA launches BIG-B Blog; Amitabh Bachchan chooses the
BIGADDA blog platform to reach out to his fans.
th
15 July, 2008 BIGADDA crosses 2 Million registered users mark
th
06 August, 2008 BIGADDA takes social Networking to mobile phones. BIGADDA available
thru SMS, WAP and Client.
31st October, 2008 BIGADDA crosses 3 million registered user mark
th
7 March, 2009 BIGADDA crosses 4 million registered user mark

What clicked for the brand? Unique Position in India

What sets BIGADDA apart from other networking sites is that it has community and social
media drivers which are relevant and important to the Indian Youth

Has a complete platform for consumer engagement and provides brand solutions that
span each of these engagement points

Preferred blog site by celebrities like Amitabh Bachchan, Harbhajan Singh, Akshay
Kumar, Dr. Anjali Mukerjee, Arbaaz Khan and a host of other celebrities.

It is Open Social compliant thus making the applications exportable to other networks as
well

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Brief Comparison with Major competitors

The Indian social networking space is thriving and has seen a tremendous growth in the past one
year. Subsequently, a lot of local and global players have moved ahead in creating a niche for
them in this evolving market. BIGADDA as a platform has an impressive portfolio of services and
can match with the best of the bests on the social networking scene today.

The table below represents how BIGADDA services compare with other SNS currently
commanding a significant user base in India.

Feature Comparison

Technology Platform –Special Features/ Value Additions through Technology

BIGADDA’s social network platform consists of user profiles, their social graphs, content verticals
and communities. A user can create a profile and fill in profile information, find and invite friends
to his/her network, engage with like-minded users through communities and share related content
with them.

MobileAdda, our comprehensive social networking mobile application helps mobile users to
network with their friends through their mobile phones. Other mobile offerings included a mobile
version of BIGADDA available as a WAP site. Also, users could log onto the site, send and
receive scribbles and add friends through the SMS.

With BIGADDA now crossing 5 million registered users and showing a lot of traction on both
networking and content, this creates a lot of monetization opportunities for the business and
intrinsic value for advertisers. With 80% of the users belonging to the core marketing TG of 18-30

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years, it’s just a matter of time before marketers realize the potential of BIGADDA in their media
plans.

We have positioned the sales team as a brand engagement team in the market. The clear
positioning strategy for BIGADDA in the trade fraternity is looking at sponsorships / branding /
brand engagement opportunities and not just regular CPM-Banner deals. Increasingly all
advertisers are looking for deals that go beyond pure OTS and we are in a strong position to
deliver the same.

How the celebrity angle has worked for BIGADDA?

Amitabh Bachchan chose the BIGADDA blog platform to reach out to his fans in April 2008 and
since then BIGADDA has been host to celebrities like Akshay Kumar, Harbhajan Singh, Diana
Hayden, Pooja Bedi, Malvika Sangghvi, Dr.Anjali Mukerjee, Neetu Chandra, Madhureeta Anand,
Mahie Gill, Parzan Dastoor, Piyush Jha, Vivek Sharma and Ayesha Kapur who have been
exclusively blogging with BIGADDA.

Blogging sites are proving indispensable to celebrities, as it is the easiest and fastest way for
them to connect with their fans, both in India and abroad. Stars often use their blogs to issue
clarifications and clear the air when they feel they have been unfairly represented or misquoted
by the media.

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Traditional forms of media may have their own policies which could prevent them from taking up a
celebrity’s cause. Even on occasions when traditional media is inclined to help a celebrity, its
support can only be limited as they work under constraints of space and time. On the other hand,
blogging gives a celebrity enough space to share his point of view. When Harbhajan was facing
problems in his career, they were a matter of concern to his fans too. Thanks to his regular
entries on BIGADDA, they knew what was going on in his mind.

Innovations

Brand solutions - We have sponsorship poles on BIGADDA which are being offered for client
opportunities. These include branding of the video player, juke box and the photo player. Clients
like Nokia, Samsung and Sony Ericsson have already used the same. We also create topical
events like “Meet Farhan Akhtar Luck By Chance” which was a property created along with the
movie release of Luck By Chance. We can create such properties across all Big Pictures
releases. We can also create thematic festivals around Women’s Day, Mothers Day etc which are
then offered for sponsorships.

Community building for a better tomorrow:

BIGADDA, being a youthful and vibrant brand has always supported the need for youngsters to
empower themselves. The [V] BIGADDA Concert for Change was one such step taken in this
direction. The concert give practical tips that will help youngsters be the change they want to see
in the world.

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BIGADDA, Planet Alert and Rahul Bose in association with Planet Alert recently launched a
community blog – www.gogreen.bigadda.com. This is the company’s latest initiative to reach
out to the youth and create awareness on environmental issues that plague our world today.

BIGADDA had enabled an online donation for ‘Rock on for Humanity’ at rockon.bigadda.com; a
relief effort for the flood affected children of Bihar initiated by Farhan Akhtar, Ritesh Sidhwani and
Arjun Rampal along with the Nargis Dutt Memorial Charitable Trust.

360degree solutions: group synergies within the ADA Group

Our biggest edge is on account of group synergies within the ADA Group. In one single proposal
for a client, we are able to build
in film associations, radio
presence, promotions on ground
in BIGFlix stores and big
cinemas – in effect a single
BIGADDA proposal can give a
client a full 360 in terms of
media coverage which is our
unique value proposition.

We create branded Addas

“communities “for clients which will have a unique look and feel and will be thematic based on the
brands proposition. So e.g.:- We can create a branded adda on the theme of “Adventure Sports
“for the brand Mountain Dew from the Pepsi portfolio. This will then be promoted heavily on the
network through mailers, contests, editorial plugs, virals and social ads. The USP of this model is
that brands get to interact with their TG in an environment which goes with the brand positioning.
This facilitates 2 way communications between the brand and the TG (unlike mass media which
is largely a linear interaction model). Not only this, it also allows like-minded people to connect

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with each other along with the brand. This creates a unique word-of-mouth publicity for any brand
that associates with this platform.

All of the above solutions are made available for clients either as a buffet or ala carte. For a larger
deal we are able to use all our media platforms like films (big motion pictures) radio (big 92.7 fm),
on ground (big cinemas and bigflix.com) and outdoors (big street) in one single package.

Recognition and Awards:

JuxtConsult carried out the first user based syndicated research study tracking user friendliness
of popular websites at category level. Websites were rated and subsequently ranked using 20
distinct parameters that measured both the ‘user friendliness’ and ‘satisfactory usage experience’
in the Indian social networking space. Social networks including Facebook, Orkut and Myspace
were a part of the survey. The information collected was representative of online Indians across
SEC classes, age groups, income groups and town classes. The study rated BIGADDA as
Number 1 in terms of ease of access amongst users, usage satisfaction and design appeal.

Business Today, India’s

leading business magazine and India Ranking

a part of the India Today

BUSINESS TODAY & SYNNOVATE RESEARCH
Group, and Synnovate All 25 - 35 yrs 35+ yrs 35+ yrs
Research conducted a study Base: All Respondents 235 81 47 42
on Social Networking and Orkut 91 93 85 90
YouTube 38 44 28 40
internet usage amongst Indian BIGADDA 19 12 19 12
corporate and business market, Hi5 18 21 23 10
LinkedIn 16 19 15 12
for the year 2008. The study
Facebook 15 22 9 12
found out that over 94% of Yahoo! 11 10 11 19
corporate executives were Gmail 6 0 6 19
Rediff 3 0 0 10
aware of the social networking
concept, and 79% are actually members of one or more SN networks. After Orkut, BIGADDA was
voted as the most used social network in India.

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