Core Values

1. Context Core Values Old New Brand Delivering Dream Of Masses (Social Justice) Customer

2. PLC of AB Mard Toofan Maturity MajorSaab Bade Miya Chota Miya Decline Sholay Deewar Anand Coolie KBC Khuda Gawah Growth ABCL Non Brand /Struggler

3. Context - SEC 25’ idiot Box Economic Autocratic/Freedom Quick fame, instant money Live shows, events video’s dotcom Kuch Karka batana hai 25’ Silver Screen Social Obeying Authority Tyranning under Previlege Underprivilege fight the poor with rich Baap Dadaon ki Kamayee

4. AB Profile OLD NEW • Telling People Live their dreams. • Corporate don • Well Mannered and Reliable IAS Officer • Corporate negotiator fighting boardroom battles • New technology dotcom hero • Sharp astute ace detector • Create a new Category • Lock the category with core values • Can’t Play like young cupid – romantic (SRK)

5. AB as a brand • Personal • Real Life Aspiration • Career in MNC • Success in filmdom • Happy husband/father • Corporate – ABCL • IPCA • Trapcan • Professional • Screen Personality • Angry Young Man • Massieh of downtrodden • Delivering deram of masses

6. Core Values • New – Context • Caring Acheiver • Massieh of mida’s touch • OLD • Angry young man • Massieh of downtrodden masses • Core Value remains the same • Consumer promise should be more • Relevant to a changing consumer context