Everyday Heroes Conference Before We Start: California Almonds – India Marketing Program 2011-2012 2011–2012 Marketing Objectives • Increase consumption of California Almonds amongst current consumers • Increase awareness of California Almonds outside of traditional holiday/festive season • Increase awareness of California Almonds outside of traditional usage patterns Diwali Campaign Diwali – Communication Strategy Build on the proposition of „gifting good health‟ during Diwali. Previous year‟s Festive creative continued this year. Diwali Campaign – TVC‟s Diwali TV Campaign • 8665 spots telecast from 15th September to 25th October (6 Weeks) • Telecast on all leading GEC‟s: Colors, Zee, Sony Entertainment, Star Plus and Sab TV • High frequency burst on Zee Cinema, Max, Filmy, Zee News, 9XM, India TV, Discovery, Zoom and Food. • Reached regional audiences through Zee Marathi, Zee Talkies, and PTC Punjabi. • Popular programs such as, Kaun Banega Crorepati, Big Boss, Balika Vadhu, Bade Achche Lagte Hain, Uttaran, Sathiya, Yeh Rishta Kya Kehlata Hai and Pavitra Rishta adopted. • Some shows also ran the title, “Brought to you by California Almonds” for a period of 6 weeks, free of cost. Diwali Print Campaign • 9 print publications adopted. • Titles: • High reach daily supplements, Times of India – Times Life and Hindustan Times – HT Brunch • Women centric magazines : Femina, Grihshobha, Grihlakshmi, Reader‟s Digest, Reader‟s Digest – Food Special, Meri Saheli and Jagran Sakhi Print Campaign Continued after Diwali December January