1. USV- Ecosprin Strengthening the heart of the brand A Business Expansion Strategy By Mudra Brand Therapist Sept. 27, 2006

8. Understanding what are the common perceptions of aspirin in this frightening scenario

15. Mudra team chats with the TG… Age 40 plus (mandatory), Urban, working and non working, M/F At least one medical and one lifestyle criteria An eye into today’s prospective consumers lifestyle…finding the insightful connect

16. Tracking today’s life needs towards health Physiological needs – biological/ what my body can’t do without Physical needs- what I can do physically Social needs What I have to do to live/ be accepted in society Self /individual needs What I need for my own balance and peace of mind

19. Shortcuts are the way… I try and eat salad at least once a day I can’t exercise regularly –so I eat veg food twice a week I only smoke when I step out of office – that helps me reduce intake I get my check ups …nothing is abnormal so why should I worry I use Equal in my tea – now I don’t feel so bad After all we are only human and we will find rationalizations I usually don’t drink –but socially I let go

21. Attitude to life post forty

26. The fear A life curtailed before its time… The fear of old age catching up and not letting people do the things they have dreamed and wished to do

29. Making the connections to arrive at the brand proposition The Promise Aspirin for Young Hearts Product Rational benefit Clears arteries for uninterrupted blood flow to the heart keeping it youthful Human insight The fear of growing old before one’s time The Brand Values The elixir of a youthful heart Proponent of a healthy lifestyle

30. Creative Approach 1

31. Aspirin Jawaa dil ka pill

32. Introducing – Yo the young heart

39. Film

51. Route 2