Presentation by Quasar, 05 th June 08

1. Kotak Life Insurance Digital Marketing Presentation by Quasar, 05th June 08

3. India’s largest digital media servicescompany A WPP DIGITAL COMPANY

4. AGENCY 2.0

5. (Online agency on Record) (Online agency on Record) (Online agency on Record) (Online agency on Record) (Online agency on Record) (Online agency on Record)

6. The .com(munication) guys !

7. What can Quasar Offer? Digital communication planning Response Branding Content and applications • CRM • Direct marketing • Email marketing & deployment • Search marketing • Affiliate marketing • Online Reputation Management • Web PR / Blog Monitoring • Online planning and buying • Ad unit creation • Broadband video • Digital experiential • Mobile • Emerging media • Website design & development • Content creation, sourcing and adaptation • Information architecture • Content management • eCommerce • Application development • Games Data services and hosting

8. The DIGITAL SURROUND 360° Experience in handling Interactive Marketing across Categories

9. Kotak Safe Investment Plan Online Marketing Deployment

10. ONLINE MARKETING CYCLE Landing Page/Microsite LMS Target Audience Media Destination Back End Analysis Calling Access

11. Target Audience Focus on 5 cities Pan India • Delhi /NCR • Mumbai • Bangalore • Kolkata • Ahmedabad Methodology : IP Based Targeting, Profile Based Targeting Expected Error Rate : 20 %

12. Who are we talking to? Target Audience • Age group • 35-55 • Sec A – B1 • Investors in mutual funds • Stock market conscious The Programs & Media we create should appeal to these traits

13. Professionals + Decision makers • Invests in mutual funds and other market linked investment options • Wants to invest in a high return investment product but does not want to lose his money • Better investment options • Guaranteed better returns along with insurance • Protect investments during market uncertainties Consumers have Choice

14. More is Good

15. Recall of caption & correct association with the company- all Base Q307:5884 Nielson. Life Insured Brand Health Monitor Q307

16. Competition is Strong

17. Low Hanging Fruits Conversion Bucket Surfing - Other Things Generic Surfing for Financial Information Vertical / Profile Surfing for Investment Search , Content Sensing & Behavioral Targeting Surfing for Insurance Product

18. Media Mix Conversion Bucket Media Mix Buy Type Surfing - Other Things CPL Generic 34% Surfing for Financial Information Vertical / Profile 0 % Surfing for Investment Search , Content Sensing & Behavioral Targeting 66% CPC Surfing for Insurance Product

19. Brand / Product Names or Terms Broad Category Terms Pricing Terms Reviews / Articles Relative Frequency Of Use High Medium Low Our Approach to Search RESEARCH / ENGAGEMENT CONSIDERATION COMPARISON PURCHASE Source: Millward Brown Study Conducted for Google, May 2005

20. New Insurance Products Aviva Pension Fund Best Insurance Product Investment Options Max New York Life Insurance Stock Market Kotak Insurance Kotak Investment Share Trading anti spyware solution Mutual Funds Investment ICICI Prudential Kotak Life Insurance Best Investment Schemes HDFC Standard Life Investigation / Comparison Broad / Awareness Purchase / Buy Lead Generation Page - Investment Lead Generation Page - Insurance Query Form Information + Form Registration Sales Q

21. Landing Page/Microsite (Home Page ) Destination Query Form Lead Generation Form “Buying” “Selling” Brand & Insurance Keywords Competition & Category

22. Media Overview Objective Evaluation Leads & eCPL

23. Lead generation Media Mapping Search Networks Intenders

24. Network and Search

25. Media Plan Value : INR 7,73,750 • Clicks: 40,000 clicks* (From search) • Leads (Fixed) : 2000* (CPL based deals), Estimated From Search : 2600 = 4600 • CPC: INR 12.84* (Fairly low for a insurance product) • Visibility: 1 month • Creative Cost Includes the Cost of LMS, Hosting (1 month ) * All best estimated figures

26. Campaign Roll Out 1 Month 8 Months Week 0 Sustenance Week 1 Week 2 Week 3 Week 4 Paid Search & Network Marketing Paid Search Campaign Breaking Campaign Closure & Analysis

27. Publisher and Property wise Rationale

28. Tyroo • Publisher:Tyroo • Property: Banners • Location: RON • Recommendation Rationale: • India’s first self serving digital ad network • Very effective in targeting professionals and business owners. • Tyroo has a good number of relevant content driven sites used by our TG. • Cost Per Lead Buy

29. Komli • Publisher:Komli • Property: Banners • Location: RON • Recommendation Rationale: • One of India’s largest digital ad network • Very effective in targeting young well networked professionals through social networking. . • Komli has a good number of relevant content driven sites used by our TG. • Has delivered good results in the past for Sharekhan & Makemytrip.com • Cost Per Lead Buy

30. Google • Publisher:Google • Property: Text ads • Location: Search page • Recommendation Rationale: • Google is the most popular search engine in India with over a billion searches happening every day. • Immense Targeting opportunity through text ads as well as Image Ads • Closest media vehicle to reach out consumers closest to the closure of “purchase cycle” • Has always achieved great results.

31. Yahoo • Publisher:Yahoo • Property: Text ads • Location: Search page • Recommendation Rationale: • Yahoo is the second best search engine in India with quite focused audience. • Immense Targeting opportunity through text ads as well as Image Ads by the latest campaign management system “panama” • Features that attract audience: Advanced search on any category • Has always achieved great ROI.

32. Thank you