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3 ABOUT JAMIE OLIVER RESTAURANT BRANDS Celebrated chef and campaigner Jamie Oliver announced two of his restaurants, Jamie's Italian and Jamie's Pizzeria by Jamie Oliver, launch in India. Jamie's Italian has opened in Ambience Mall, Vasant Kunj which is a partnership between Jamie Oliver and his Italian mentor, Chef Gennaro Contaldo. Whereas Jamie's Pizzeria by Jamie Oliver is more fun and affordable pizzeria opened in Ambience Mall, Gurgaon. Our Approach: At TCC we design and ideate an appropriate media strategy which plays a key role in raising awareness for the brand across key markets and amongst key audiences: Media Interactions: Announcing the entry of Jamie Oliver in India, TCC approached all the leading magazines 2 months prior to the launch and negotiated an exclusive interaction with Jamie Oliver. Additionally all print English dailies were approached a month prior for timely coverage Launch Event for Jamie s Pizzeria: Media universe was invited for the launch and a briefing on Jamie s Pizzeria. Approx 35 print and online publications attended the event Launch Event for Jamie s Italian: Select key journalists were invited for the exclusive lunch and dinner with the global spokesperson for Jamie Oliver. A 2 day long event was phased out for a very focused interaction Lunch with Magazine Editors, Dinner with Bureau Heads of print publication, Lunch with Food Bloggers, Dinner with prime food critics. Restaurant Food Reviews: Post the launch event, the entire media universe was invited for a food review and tasting at both JI and JP Key Highlights: Though, we are still servicing Jamie s Italian and Jamie s Pizzeria in India, the result achieved so far has been phenomenal: Coverage generated in all English Dailies TOI, HT, Hindu, Indian Express, Mail Today, Statesman, Asian Age, Deccan Herald, Deccan Chronicle, Sunday Guardian, Millennium Post etc. Focused pre-launch strategy garnered maximum visibility and larger stories appeared across the media All the leading financials interviewed Jamie Oliver and his team resulting in meaningful and relevant articles All key Lifestyle Magazines featured Jamie Oliver s entry in India and an early approach helped generate timely coverage Magazines like Vogue, Harper s, Cosmopolitan, Outlook Traveller, India Today Spice etc. gave an average spread of 2 pages

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5 ABOUT JOHNNY ROCKETS INDIA Ronn Teitelbaum, an award-winning men's fashion retailer, launched the first Johnny Rockets on June 6, 1986, on Melrose Avenue, in Los Angeles, California. He founded the concept on the belief that everyone deserves a place where they can escape from today s complicated world and experience the uncomplicated goodness of classic Americana. Johnny Rockets has about 300 corporate and franchise-owned restaurants in 30 states and 16 countries, including 17 Six Flags amusement park locations and 11 Royal Caribbean cruise ships. The brand s positioning is not confined to any decade or era, Johnny Rockets combines the best elements from a century of American dining history to create an experience and menu that are relevant today and will be, for decades to come. Prime Gourmet Private Limited founded by Sachin Goel, Vishal Chaudhry, Bakshish Dean and Gaurav Sharma is managing the Johnny Rockets franchise in India. The presence in Delhi-NCR is spread across 3 outlets as if now. OUR STRATEGY The Communication Council worked on a structured outreach programs which helped to create optimum awareness on the entry and expansion of the brand across India. TCC undertook a 360 degree outreach for Johnny Rockets in India through online and offline mediums: - Entry of the brand in India - Expansion of the brand in India - Corporate Media Outreach - Food Reviews - Interior Features - Online outreach : Bloggers relationship programme, Food Groups engagement etc. - Industry Participation - Crisis Management - Marketing Outreach : Corporate Outreach

6 CRISIS MANAGEMENT Verifying the crisis situation Notification and assignment Communicatio n Management Developing messages Approving and Releasing Messages Monitoring and Providing Feedback During its entry in the Indian market, Johnny Rockets was instantly hit by negative comments on the quality/ sourcing of the ingredients along with the pricing of the product. TCC had to macro manage the crisis for the brand, we verified the situation and skillfully handled the brand communication. We worked towards various communications aspects and developed personalized management responses for customers, stakeholders and media in general. This exercise helped the brand to overcome the negativity around the brands entry in the market and to create goodwill amongst all industry segments. KEY HIGHLIGHTS 110 Clips were generated across all media channels. JOHNNY ROCKETS INDIA was featured in all the leading English dailies, magazines, online portals i.e. The Times of India, Hindustan Times, India Express, Hindu, Pioneer, Statesman, Deccan Herald etc. Leading Financial dailies covered the expansion of the brand across Delhi-NCR i.e. Hindustan Times Business, Economic Times etc. Profiling of the spokesperson across key trade and print publications helped establish Mr. Bakshish Dean as an industry/ food expert

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8 ABOUT PALATE FEST PVT LTD The Palate Fest is the original trail blazer that brought India its first international level food festival. It has proven itself to be one of India's best culinary events - an all encompassing food festival where you can enjoy cookery classes, workshops, or just go through the delicious food in the market & pop-up restaurant areas experiencing the latest fine-dining trends along with some of the best bands and artists performing live. OUR STRATEGY The Communication Council worked on a structured outreach programs which helped to create optimum awareness on the food festival across the city. Pre-buzz was created with key select interactions and the excitement on social media helped generating awareness for the fest Event announcement release Event listings Spokesperson profiling Media interactions standalone and industry stories On ground event interactions Experiential walks Post Event SUCCESS STORY 162 clips were generated across media channels Palate Food Fest 2014 was featured in ALL the leading English dailies i.e. The Times of India, Hindustan Times, India Express, Hindu, Pioneer, Statesman, Deccan Herald etc. Leading Financial dailies covered the event and coverage appeared in The Financial Express, Business Standard and The Mint. Key Hindi publication i.e. Navbharat Times, Dainik Jagran, Hindustan, Viraat Vaibhav etc. has featured Palate Fest elaborately

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10 ABOUT NANDO S INDIA The idea of bringing Nando s came from a family that has always been involved in ventures in the Hospitality industry for over 2 decades, and being constantly exposed to international F&B brands around the world, the early stages of Franchising in India got the attention immediately. Having been introduced to Nando s in Sydney, Melbourne, London and Singapore it was love at first sight for me. Destiny played its part when I met Satbir Khangura, Sukhbir Singh and Arvinder Salariya in London, all of whom were extremely keen in being involved with the Nando s brand and like we say, the rest is history. Eventually, after presenting business plans in New Delhi, London and Johannesburg the 4 of us (Satbir, Sukhbir, Arvinder and Deepinder) secured the Franchise rights for Delhi NCR. OUR STRATEGY The Communication Council worked on a structured outreach programs which helped to create optimum awareness on the entry and expansion of the brand across Delhi-NCR. TCC undertook a 360 degree outreach for Nando s in India through online and offline mediums: - Entry of the brand in India - Expansion of the brand in India - Corporate Media Outreach - Food Reviews - Interior Features - Online outreach : Bloggers relationship programme, Food Groups engagement etc. - Industry Participation - Crisis Management - Marketing Outreach : Corporate Outreach - On ground support for all Marketing outreach

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