Strictly Private and Confidential

Edelweiss Exchange Traded Scheme (EES)

Event Management Plan: Launch Campaign

Business: Manas, Seemant

Overall Project Manager: Ankit

Apr 13, 2015

2

Index

Sr. No. Particulars Slide No.

1 Project Overview 3

2 USP & Talk Points 4

3 EES Launch Plan 5

4 Media Round Table 6

5 IE Client Meet 9

6 Institutional Brokers Meet 10

7 Website/ Micro site 12

8 Marketing Collaterals 14

3

Objective: Create awareness for the following

• Edelweiss launching the ETF Business

• Nifty EES launch

Opens: 24th April, 2015 | Closes: 4th or 7th May, 2015 (Tentatively) | Reopens: 11th May, 2015

Target Audience: Institutional Brokers, Institutional Clients, Media

Product Launch: NiftyEES

Business Stakeholders:

SPOC: Manas Shukla

Approvers: Vikaas Sachdeva, Seemant Shukla, Manas Shukla

Project Overview

4

Ease & Innovation

High Liquidity Ensure easy entry and exit for our investors  due to ( define the expression) Leverage in-house expertise on market making to accommodate higher volumes

Low Spreads Keep the bid-ask spread tight to enable easy two-way trading for the investors Seeks to ensure that there is no value erosion due to high spreads

 Low Pricing Aims to be amongst the most cost effective ETFs in India Seeks to provide better post-expense returns to the investors

 Low Tracking Error Through group expertise in basket trading Process to ensure active re-balancing w.r.t. index changes

USP & Talk Points

5

EES Launch Plan

Sr. No. Activity Description Status Responsibility

1 Media Round Table Select media meet (around 15 journalists) over Lunch at Palladium, Lower Parel

Venue Blocked for 22nd April 2015

George, Devlina, Rajesh, Bhavisha & Manas

2 IE Client Meet Nifty EES Launch Event over Single Malt Tasting Session followed by Dinner

Venue Blocked for 24th April 2015

Rajesh, Bhavisha & Manas

3 Institutional Brokers Meet

Nifty EES Launch Event followed by Cocktails & Dinner (IPL Screening - MI vs. DD)

Scheduled for 23rd April, 2015

Rajesh, Bhavisha & Manas

4 Website/Micro site Designing the EES website and assisting in making it live

Designs shared with Business and BSG

Ankit, Manas, Ravi, Satish

5 Marketing Collaterals Logo Unit and Launch Mailers to be finalised

WIP Ankit, Manas

6

Activity - Select media meet Date: 22nd April, 2015

Venue: 7 Kitchen - Palladium, Lower Parel Approx. Cost – Rs. 42,000/-

Around 15 journalists Service - Over Lunch

Media Round Table

Media Round Table Responsibility Status

Start Time of event George, Devlina 12.00 pm

Local Media

Short listing of media George, Devlina Finalised

Draft invitation Perfect Relations Finalised

Final invitation George, Devlina Finalised

Media Faqs George, Devlina George, Devlina to send by 19th April 2015

Distribute local invitations Perfect Relations Perfect Relations to send by April 19th

First round of follow-ups Perfect Relations Follow up with local media – April 20

Second round of follow-ups Perfect Relations Follow up with local media – April 21

Final status check Perfect Relations Follow up with local media – April 22 (morning)

7

Media Round Table - Checklist

Media Round Table Responsibility Status

Press Kit Contents

Folders George, Devlina Folders to be sent with the Press Kit content to Perfect

Press Release First Draft George, Devlina Shared with EAMC on April 16

Press Release Final George, Devlina to send Perfect

To be shared with Perfect Relations April 17

Day of Event

Final Media turnout status Perfect Relations Perfect Relations to update George, Devlina on April 22

Press Release Dissemination Perfect Relations Pan India Press Release dissemination on April 22

Media lunch Bhavisha, Rajesh Booked at Palladium on April 22

Post Event activities

Post event report Perfect Relations Tracking and reporting Starting April 23

Coverage report Perfect Relations Tracking and reporting - Second round on April 24

8

Target Media List

Publication Mutual Fund / Markets Banking

Financials

The Economic Times Prashant Mahesh Palak Shah / Saikat Das

ET Wealth Dr. Narendra Nathan Sanket Dhanarkar

Mint Kayezad Adejania / Ami Shah Lisa Pallavi Barbora

Business Standard Chandan Kishore Kant Neelasri Barman

The Financial Express Chiraj Madia Aveek Datta

Financial Chronicle Ashwin Punnen Ravi Ranjan Prasad

Mainline

The Times of India Partha Sinha Mayur Shetty

Hindustan Times Nachiket Kelkar Ramsurya Mamidenna

The Indian Express George Mathew George Mathew

The Hindu Ommen Ninain Lalatendu Mishra

Wires

PTI Kumud Das Ashwin Panchal

Bloomberg Shantanu Chakroborthy Divya Patil

Reuters Himank Sharma Rafael Nam

Magazines

Business Today Mahesh Nayak Mahesh Nayak

Money Today Tanvi Varma Shoaib Zaman

Business India Sunil Damania / Dakshesh Sunil Damania

BusinessWorld Shailesh Menon Shailesh Menon

Fortune Rajiv Bhuva Rajiv Bhuva

Forbes Pravin Palande Pravin Palande

9

Activity – IE Client Meet to announce the launch of Nifty EES Date - 24th April, 2015

Venue – Taj Lands End, Bandra West Expected No. of Pax – 50

Event – Single Malt tasting over Dinner (Cocktail Dinner) Approx Budget – 3.5Lacs

IE Client Meet

Tentative Event Flow

Sr No. Agenda Timing

1 Intro - Manas 6.30pm to 6.40pm

2 PPT - Seemant 6.40pm to 6.50pm

3 Closure - Vikas 6.50pm to 7.00pm

4 Whiskey tasting session 7.00pm to 8.00pm

5 Drinks & Dinner 8.00om onwards

Elements Timelines Responsibility Update

Invitation (Clients) 17th April, 2015 Gautam (IE Team)/Manas Done

Invitation follow-ups 19th April, 2015 Gautam (IE Team)/Manas WIP

Invitation confirmation 22ndApril, 2015 Gautam (IE Team)/Manas WIP

Hotel booking & Cost approval 17th April, 2015 Rajesh/Manas WIP

Setup Cost Approval 17th April, 2015 Rajesh/Manas WIP

Collaterals Artwork 20th April, 2015 Rajesh/Manas Awaiting approvalGift Shaze Multimedia kit 19th April, 2015 Ritu WIP

10

Activity – NSE to announce the launch of Nifty EES to Brokers Date: 23rd April, 2015

Venue: Smash (Lower parel) Expected No. of Pax - 40

Event – IPL Live Screening (MI vs. DD) over cocktails & dinner Approx Cost – TBC

Institutional Brokers Meet

Tentative Event FlowSr No. Agenda Timing1 NSE PPT 5.30pm to 6.30pm2 Intro - Seemant 6.30pm to 6.40pm3 PPT - Manas 6.40pm to 6.50pm4 Closure - Vikas 6.50pm to 7.00pm5 IPL, Drinks & Dinner 7.00om onwards

Elements Timelines Responsibility Update

Invitation (Clients) 19th April, 2015 Manas/Seemant WIP

Invitation follow-ups 19th April, 2015 Manas/Seemant WIP

Invitation confirmation 22ndApril, 2015 Manas/Seemant WIP

Hotel booking & Cost approval 17th April, 2015 Rajesh/Manas WIP

Setup Cost Approval 17th April, 2015 Rajesh/Manas WIP

Collaterals Artwork 20th April, 2015 Rajesh/Manas Sample readyGift Shaze Multimedia kit 19th April, 2015 Ritu WIP

11

Manas to confirm with NSE for the following –

EES launch news update on NSE Terminal

EES launch news update on NSE Ticker

Series of SMS during the NFO stage

Banner on NSE website

NSE – Marketing Commitments

12

EES Website/ Micro site Layouts

Home Page Inside Page

13

Checklist: EES Website/ Micro site

Sr. No. Activity Timelines Responsibility Remarks

1 Designing the website layout 13th April, 2015 Ankit/ Manas Shared with the Business/ BSG

2 Approval on the design from Business 15th April, 2015 Manas Done

3 Approval on the design/ content from Compliance 15th April, 2015 Ritu Done

4 Finalization of the domain 15th April, 2015 Manas/ Ravi TBC

5 BSG to create and share the UAT with Business and M&C for approval

21st April, 2015 Ravi/ Satish TBC

6 Approval on UAT from Business and M&C 23rd April, 2015 Manas/ Ankit TBC

7 Website to be made Live 23rd April, 2015 Ravi/ Satish TBC

8 Make the ticker Live on Website 7th May, 2015 Ravi/ Satish TBC

14

EES Logo

Marketing Collaterals – EES Logo

Sr. No. Activity Timelines Responsibility Remarks

1 5 logo options were designed and shared with the Business

13th April, 2015 Ankit Above logo was approved by Vikaas Sachdeva and Shabnam Panjwani

Other Logo Options

15

Marketing Collaterals – Pre launch mailers

Sr. No. Activity Timelines Responsibility Remarks

1 Finalizing the concepts and sharing the same with Business

16th April, 2015 Ankit WIP

2 Approval on the design/ inputs from Business 17th April, 2015 Manas/ Seemant/ Vikaas

TBC

3 Sharing the final creative with Business/ Compliance for Approval

21st April, 2015 Manas/ Seemant/ Vikaas/ Ritu

TBC

4 Final mailers to be sent out by Business for dissemination

22nd April, 2015 Manas TBC

Concepts – Pre - Launch Mailers (Will be sent out on 22nd and 23rd April, 2015)

16

Marketing Collaterals –Launch mailers

Sr. No. Activity Timelines Responsibility Remarks

1 Finalizing the concepts and sharing the same with Business

17th April, 2015 Ankit WIP

2 Approval on the design/ inputs from Business 20th April, 2015 Manas/ Seemant/ Vikaas

TBC

3 Sharing the final creative with Business/ Compliance for Approval

23rd April, 2015 Manas/ Seemant/ Vikaas/ Ritu

TBC

4 Final Launch mailer will be sent out by Business 24nd April, 2015 Manas TBC

5 Reminder mailer 1 will be sent out by Business 29th April, 2015 Manas TBC

6 Reminder mailer 2 will be sent out by Business 4th May, 2015 Manas TBC

7 Last Day Mailer 7th May, 2015 Manas TBC

Launch Mailer will be sent out on 24th April, 2015

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Cost Summary

Sr. No. Activity Approx. Cost (Rs.)

1 Media Round Table 42,000

2 IE Client Meet 3,50,000

3 Institutional Brokers Meet

2,00,000

4 Misc. 20,000

Total (Approx.) 6,12,000/-