NEW DELHI | TUESDAY, 28 APRIL 2020 BRANDWORLD 11. <

Signal fromModi...All CMs, except Kerala’s Pinarayi Vijayan,whosenthischiefsecretary,participatedinthemeeting.NineCMsspokewhiletherestsent in their suggestions.

ThePM indicated that Covid-19 is hereforalonghaulandthatpeopleneedtolearnto livewith it.He saidmasks and face cov-ers would become part of our lives in thedays ahead and reiterated the mantra of‘dogazdoori’ or socialdistancing.

Whilehintingthatthetimehasn’tcometoliftthelockdown,whichhadyieldedpos-itive results,Modi asked states to focus onconverting the red zones into orange, andthereafter to green zones. He said, “andnowwehave to thinkof thewayahead”.

The CMs spoke of the need to addresseconomic challenges, while demanding astimulus package and resolution of thestrandedmigrant issue. The PM said, “wehavetogiveimportancetotheeconomyaswell as continue the fight against Covid.”

HimachalPradeshCMJaiRamThakursaidhis statehad favourable conditions toallow economic activity as it has not seenany new cases in the past five days. “Weneed to learn to livewith it (coronavirus),”Thakursaid.Odisha’sNaveenPatnaiksug-gestedextendingthelockdownbyanothermonth,aproposalwhichgotsupport fromGoa and Meghalaya. In a letter to HomeMinisterAmitShah,PunjabCMAmarinderSingh asked for permission to open smallbusinesses inareasexcept redzones.

However,JharkhandCMHemantSorensaidhewouldnotimplementcentralguide-linesonreopeningshopsduetothesuddenspurt in cases. West Bengal CM MamataBanerjeesaidthecentralguidelineswereattimescontradictoryandconfusing.

While Uttar Pradesh continued to getits migrants back, including 12,000 fromHaryana on Monday, Bihar CM NitishKumarsaiditwasnotpossibletobringbackstudentsuntil theCentrereviseslockdownguidelines. Puducherry’s V NarayansamysaidthePMdidnotrespondtothedemandforaneconomicpackageoronthe issueofmigrants.He,however,supportedtheviewthat lockdownshouldbeextended.

Rajasthan’s Ashok Gehlot said the PMlauded the extension of working hours oflabourers,andthatlockdownshouldbelift-edfromnon-hotspotareas.Hesaidpeoplemight die of hunger, if not coronavirus, ifattentionwasnotpaidoneconomicrevival.

Gujarat’sVijayRupaniapprisedthePMof the steps taken in the state, includingeasing lockdown in a staggered manner,keepingsmallandmediumvendorsaswellas labourers'well-being inmind.

RBIopens...Themovewasalsoseenasapositivebythecorporatedebtmarkets,ascorporatebondyields fell 10-15 basis points (bps) after theannouncement.“Marketparticipantsweretrying to reduce their exposure to corpo-ratebonds,giventheworriesoverliquidityfollowingFranklin’smove.However, therehasbeensomeeasingonthat front,” saidaseniorbond traderwithaprivatebank.

Expertssaytheimpactof themovewilldepend on how banks and MFs come totermson thevaluationsof thebondexpo-sures. “This liquidity window via banksmaynotbeeffective to resolve thecurrentproblem.Banksareextremelyriskaverseintakinganycreditexposure intheirbooks,”saidArvindChari,head-fixedincomeandalternatives atQuantumAdvisors.

“Portfoliosthatmayneedliquiditylineswould be those with some issues.Wewillhavetoseehowopenbanksare to offer liquidity lines to suchschemes,” said Vidya Bala, co-founder of Primeinvestor.in.

Observers are concerned giventhelackof interestshownbybanksinthetargetedloantermrepooper-ations.Sources suggestbanksmayavoid buying securities fromMFs,andstaycautiousontheir lending.

“Fundhousesarenotwillingtotake even a slight haircut or selltheir portfolio even at par value.Theywant tobookprofithere, too,why banks should be interested?”saidabankerat aPSUbank.

Banks are also closely lookingat investment patterns of MFs.“Corporate bond investments arerisky in this environment. About30 per cent of funds withMFs aredeployedincorporatebonds,27percentincash,equityandgoldbonds.About 17 per cent are invested incommercial papers. The totalinvestment corpus in AA, A, BBBpapers is ~1.2 trillion,” said a treas-uryofficial at aprivatebank.

According to a person familiarwiththeRBI’sthinking,banksavail-ingliquidityunderthiswindowwillbeaskedtoproduceproofofbuyingMFpapersorportfolios.“If theRBIfindsbanksaretakingtheliquidity

lineandnotactuallyhelpingtheMFs,theycanbeheavilypenalised,” thepersonsaid.

Gilt funds...While the gilt category has benefited fromsharp slide in yields, the returns have alsobeen volatile reflecting the wild swings inthe10-yeargovernmentbondsoverthepastsixmonths. “It isnot right to saygilt fund isthesafest. It issafefromthepointofviewofcreditriskbutnotsafeintermsofinterestraterisks. That is the reason we have had thiskindofvolatility,”saidPankajPathak,afixed-income fund manager at Quantum Asset.

Manybelieve thepastoneyear returnsare abnormal and one shouldn’t expectsimilar returns going ahead. “Ofteninvestors invest based on past returns.That’s not the prudent way to invest. Wehaveseenmuchoftherallyplayout.Thereis a lot ofuncertaintyasofnow. If thegov-ernment announces a fiscal stimulus thatwill be good for the economy but bad forthebondmarket,” saidPathak.

Time runningout...Localisation is another buzzword, espe-cially for those who have substantialimports,which canbe seriouslydisruptedbyapandemic.Over50percentofNipponPaints’ raw materials are imported fromChinaandEurope.Itplanstoexploremorelocal sourcing instead.

Yet, there are doubts about rushing in.Some corporate leaders say that changingtheproductionprocessmakesnosenseif itmakes them uncompetitive. Hari OmRai,directorofLavaMobiles, said: “Youcannotchangeyourcostadvantagebasedonlabourandgoforautomationorbuildwarehousestokeepstockforimportofcomponentsjustin anticipation of a crisis or a disruptionwhichmightcome.Youcannevercompete.”

Zomato...Pravin Rungta, president, Mumbai chap-ter, National Restaurant Association ofIndia (NRAI), said: “For aggregators it’s avaluationgame,but forus it’s business.”

When discounts started, the ratio was90:10 (90per centwasborneby the aggre-gators). “Restaurants that have been shutformore than45dayswillbedesperate forbusiness andmay offer unreasonable dis-counts, but tillwhen?”askedRungta.

JimmyShaw,MD,TheWaterfrontShaw,Lavasa(BonaSeraHotels), said:“Ourhote-liers believed that onlineaggregatorswerehelpingustodrivebusinessbutinthelongtermtheyhaveonly increasedourcost.”

Restaurantsworking as parcel servicesarebattlinghighinputprices, lackofpack-agingmaterial, labourcrunch,andlimitedserviceability. “The customer will be thebiggest loser.WithZomato’s fundinggoneand costs up by 200 per cent, restaurantshave no option but to do away with dis-counts or raisemenu prices,” a restaurantownerdoingbusinesswithZomatosaid.

Offers now will be fully funded bymerchants with a maximum discount of~80 and a maximum discount percentileat40percent.

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T E NARASIMHANCHENNAI, 27 APRIL

The ordinary cleaningagent is having amoment. Demand has

never been higher, nor has itspresenceinthemonthlyessen-tials list been more secure.Besides, it isn’t every day thatdisinfectantsgetamentioninaWhite House briefing, leadingto heaps of memes and con-versations around the brandsin the category.

Naturally then there hasbeen a surge in advertising bythese brands; Lizol, Harpic,Dettol, Lifebuoy have all heldsteady on the list of top 10advertisers on TV as per datafrom BARC (BroadcastAudience Research Council)for weeks. But more impor-tantly,marketerspointout, thebrands are leveraging theirtimeinthespotlighttoinvest inlongtermrecallandapremiumidentity by leaning in moreheavily on their celebrityendorsersandexpandingtheircommunity of influencers.

Reckitt Benckiser’s (RB)disinfectant brand Lizol haslaunchedanationwideaware-ness campaign #DisinfectToProtect with a bevy ofprominent faces. KareenaKapoor Khan and SaifAli Khan, Ritesh Deshmukhand Genelia D’Souza,Ganesh Venkatraman andNisha Krishnan, and TwinkleKhanna are among those onthe firm’s list of endorsers.

Dettol, also from RB, hasbrought in actorMadhuriDixitto speak about washing handstopreventspreadofvirusesandits handwash challenge led byTigerShroff onTikTokhas sev-eral actors stepping up with

their own versions. SukhleenAneja,CMO&marketingdirec-tor,RBHygieneSouthAsiasaid,“We would like to raise aware-nessontheneedfordisinfectingnot just floorsbutmultiple sur-faces. We hope that with thiscampaign we can do our bit inraising awareness and makingtheworldcleanerandhealthier.”

Lifebuoy, the soap, hand-wash and sanitizer brand ofHindustan Unilever, hasturned to its endorser, actorKajol Devgn, to amplify themessage of cleanliness. OnTikTok, the brand hasdesigned a challenge that hasmany, includingactor SalmanKhan, dancing to its tune.

Lifebuoy however is notrelying just on its celebritypower, the brand is invoking astrong sense of solidaritythrough public service adswhere it does not promote itslabel overtly, but merely setsdown the guidelines for stay-ing safe during the pandemic.

Given the nature of the cur-rentcrisis, thebandofdisinfec-tantbrandshasabigadvantage

as its demand is likely to soareven higher in the comingmonths. In many places, thecompanies are unable to fill upthe shelves fast enoughaspan-ic-buyershavesweptthembare.Do these brands really need toadvertise in suchasituation?

Advertising veteran K V(Pops)Sridharsaysthatthewayto look at the brand behaviouris toseparate thestrategic fromtactical reasons. The surge indemand today is a tacticalpush, people arebuying to ful-fil a need and creating short-ages.But thismaynot last, vol-umesmight drop.

“Brands such as Lizol areinvesting in the brand so thatthey can sustain the growth,hereistheiropportunitytocom-pete with the other majorbrands. Once you start invest-inginabrand,youcanextendit.Todaytheremaybeonlyafloorcleaner,tomorrowitcouldcomeup with glass cleaner, kitchenscrubbersandmanyotherprod-uctsfromthestableofthesamebrand. You are strengtheningthe brand, otherwise you will

just remain in the single cate-gory,” Sridhar said.

Another reasontoadvertiseeven more now is that manybrands are dealing with acuteshortage as they are not ableto keep pacewith demand, beit in terms of production vol-umes or through a smoothsupply of the goods. “Thesebrands advertise to keep thebrand alive so that peopledon’t get used to an alterna-tiveandalso for thegoodwillofthe brand,” Sridhar added.

Big brands have an addedresponsibilityinsuchcrises,saymarketers.Notonlyisitexpect-ed that they will make it to theshelvesontime,customersalsoexpect the brands to demon-strate their solidarity with thepeople. Smaller brands dontbear this burden, as they canmerely step into the gap andmakethemostoftheshorttermdemand spike. But for the bigbrands, if they are able to keepthe faith at this time, they canbuild a stronger brand, createsub-brands and expand theirportfolioofproducts.

Lizol,Dettol, Lifebuoyburnish the imageCelebritycouplestoTikTokstars,disinfectantsandcleaningagentsareturningeveryfamousfaceontheblocktoaddglossandsparkletotheirbrands

(Left to right)SaifAliKhan ispushing themessage forLizol, ShilpaShetty is spreading thewordforLifebuoyandTiger Shroff forDettol

NOTICE

Sub: Transfer of Equity Shares of the Company to theInvestor Education and Protection Fund (IEPF) Account

This Notice is published pursuant to the provisions of Section 124(6) of the Companies Act, 2013(“Act”) read with the Investor Education and Protection Fund Authority (Accounting, Audit,Transfer and Refund) Rules, 2016 notified by the Ministry of Corporate Affairs, as amended fromtime to time ("Rules").

The Act and the Rules, amongst other matters, contain provisions for transfer of unclaimeddividend to IEPF and transfer of shares, in respect of which dividend remains unclaimed forseven consecutive years or more to IEPF Account.

The required communication in this behalf is being sent to the shareholders at the earliestpossible under the current situation. The complete details of the concerned shareholders whosedividends are unclaimed for seven consecutive years and whose shares are due for transfer toIEPF are being uploaded on the Company’s website www.tcs.com.

In case the dividends are not claimed by the concerned shareholder(s) by July 28, 2020,necessary steps will be initiated by the Company to transfer shares held by the concernedshareholder(s) to IEPF without further notice in the following manner:

In case the shares are held:

§ In physical form - New share certificate(s) will be issued and transferred in favour of IEPF oncompletion of necessary formalities. The original share certificate(s) which stand registered inthe name of shareholder will be deemed cancelled and non-negotiable.

§ In demat form - The Company shall inform the Depository by way of corporate action fortransfer of shares lying in the demat account in favour of IEPF.

The shareholders may note that in the event of transfer of shares and the unclaimed dividendsto IEPF, concerned shareholder(s) are entitled to claim the same from IEPF by submitting anonline application in the prescribed Form IEPF-5 available on the website www.iepf.gov.in andsending a physical copy of the same, duly signed to the Company at its Registered Office alongwith requisite documents enumerated in Form IEPF- 5.

The shareholders may further note that the details of unclaimed dividends and shares of theconcerned shareholder(s) uploaded by the Company on its website www.tcs.com shall betreated as adequate notice in respect of issue of the new share certificate(s) by the Company forthe purpose of transfer of shares to IEPF pursuant to the Rules. Please note that no claim shalllie against the Company in respect of unclaimed dividend and equity shares transferred tothe IEPF.

In case the shareholders have any queries on the subject matter, they may contactTSR Darashaw Consultants Private Limited, Unit : Tata Consultancy Services Limited,6, Haji Moosa, Patrawala Industrial Estate, 20, Dr. E. Moses Road, Mahalaxmi, Mumbai – 400 011,Tel: 91 22 6656 8484, Fax: 91 22 6656 8494,Website: www.tsrdarashaw.com.

For TATA CONSULTANCY SERVICES LIMITED

Rajendra MoholkarCompany Secretary

Place : MumbaiDate : April 27, 2020

Registered Office:9th Floor, Nirmal Building, Nariman Point, Mumbai 400 021Tel: 91 22 6778 9595Email: investor.relations@tcs.com website: www.tcs.comCIN: L22210MH1995PLC084781

Block No.1, First Floor, Karmayogi Bhavan, Behind Nirman Bhavan,Sector 10/A, Gandhinagar: 382010, Gujarat, India

(CIN): U60200GJ2010SGC059407

GUJARAT METRO RAILCORPORATION (GMRC) LIMITED

(SPV of Govt. of India and Govt. of Gujarat)

NOTICE is hereby given pursuant to Regulation 29 of SEBI(Listing Obligations and Disclosure Requirements) Regulations,2015, we hereby inform you that a meeting of the Board ofDirectors of the Company will be held on Thursday, April 30,2020, inter-alia, to consider and approve the Audited FinancialResults of the Company for the Financial Year ended March 31,2020 and to recommend final Dividend, if any, on Equity Sharesfor the year ended March 31, 2020.Further, the notice is also available on the website of theCompany at www.lauruslabs.com.

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