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 CHALLENGE
To 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
influencers

THE COCONUT AUDIENCE

THE CREATIVE BULLS EYE
The 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 world

OUR APPROACH: THROUGH CONSUMER

STORIES

THE 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

majest

The
ic 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

COCONUT IN MODERN MEDICINE

Modern 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:
Supports tissue healing and repair.

Helps protect against osteoporosis.

Promotes healthy looking hair

and complexion.

Reduces symptoms
associated the psoriasis,
eczema, and dermatitis.

Relieves symptoms associated

with Crohn's disease, ulcerative
colitis, and stomach ulcers.
Helps relieve symptoms
associated with
gallbladder disease.
Supports and aids
immune system
function.

Improves digestion and

absorption of other nutrients
including vitamins, minerals, and
amino acids.

Helps protect the body from

breast, colon, and other cancers.

Supports thyroid function.

Supports the natural
chemical balance of the
skin.

Dissolves kidney
stones.
Helps prevent liver
disease.

Boosts energy and

endurance, enhancing
physical and athletic
performance.

Softens skin and helps relieve

dryness and flaking.

Promotes loss of excess

weight by increasing
metabolic rate.

Improves insulin secretion and

utilization of blood glucose.
Relieves stress on pancreas and
enzyme systems of the body.
Does not form harmful byproducts when heated to normal
cooking temperature like other
vegetable oils do.

Prevents wrinkles,
sagging skin, and age
spots.

Kills viruses that cause

influenza, herpes, measles,
hepatitis C, SARS, AIDS, and
other illnesses
Is heart healthy; improves
cholesterol ratio reducing risk of
heart disease.
Improves calcium and
magnesium absorption and
supports the development of
strong bones and teeth.

Provides protection from damaging

effects of ultraviolet radiation from
the sun.
Helps control dandruff.

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
Anti
Anti
Anti

infection
carcinogenic
diseases
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

Interesting
fitness formats to
woo the public

Artistic
yoga

Bollywood
dancing

Bombay Times Ad

i-lipo Standy

In 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
minerals, animal parts,
ingredient.

experimented with
and some secret

metals and
unattainable

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?

People didnt want to just live on forever, but

wanted to live on forever in a healthy condition
with

Abundant energy
Better immunity
Youthful looking skin and hair
Vitality and glow
And 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
During his twilight years,
American author Mark Twain noted
that "life would be infinitely
So what they really chase is
happier if we could only be born at
the age of 80 and gradually
approach 18.

youth.

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 lookskin and hair, and glow.

And the benefits of the coconut, can be

summed up in two powerful words

Prevents. Protects.

Hence 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