Sony & P&G launch education initiative

Company press release, April 22, 2003

Mumbai

Sony Entertainment Television and Procter & Gamble (P&G) today announced the launch of Shiksha - Secure Your Childs Future, a special promotion to help educate the children in India. By purchasing packs of Vicks, Whisper, Ariel, Tide, Head & Shoulders and Pantene between 21st April - 12th June 2003, a mother can win either Rs. 2 lakhs towards Graduate Education Fee of one child (24 such Prizes), or Rs. 5,000 towards Next Years Tuition Fee for one child (96 such Prizes), and a number of Consolation Prizes, all courtesy P&G. Everyday, Rs. 2,25,000 worth of prizes will be announced between 9pm - 930pm on Kkusum on Sony Entertainment Television, totaling to Rs. 5 million+ dedicated by P&G towards the Shiksha prizes. All Shiksha prizes can be gifted and are transferable, in case the winner is not a parent or, if his / her child is above 21 years of age.

According to latest IRS (Indian Readership Survey) findings, only 10% people in Urban India are Graduates and approximately 25% children leave their studies after completing HSC / SSC. Consumer research conducted by P&G indicates that education of her children is the single-most important priority for an Indian mother. Infact, the Pathfinders Study 2002 of the Nations Attitude and Psychographics, a nationwide syndicated study conducted among married Indian women also indicated that, 80% of the respondents responded that they would invest in a child's education rather than save the money for her marriage.

Mr. Chester Twigg, Marketing & Sales Director, P&G India said, Procter & Gambles mission is to improve the quality of life of consumers by offering them superior branded products such as Vicks, Whisper, Ariel, Tide, Head & Shoulders and Pantene. We also believe in contributing more directly to improving lives of the community in which we live - Shiksha is yet another initiative that will help us contribute to building a strong community and a more educated India.

Mr. Sunil Lulla, Executive Vice-President, Sony Entertainment Television added, "Sony Entertainment Television is glad to drive a campaign such as Shiksha. This campaign is launched in the interest of the community, so we have linked it with our prime-time show Kkusum, which is a complete family entertainer. We are positive that this initiative will be well appreciated by our viewers and the public at large."

Dr. (Mrs.) Snehalata Deshmukh, Former Vice Chancellor, Mumbai University explained, "Due to lack of funds, only 10% people in urban India are graduates and approximately 25% leave studies after completing HSC/SSC. Shiksha will give students who were formerly hesitant or felt held back, the chance to look forward to Graduation and a Professional Career. I urge parents across India to avail of this opportunity that will alleviate the weight of educational expenses as well as be of immense value to youth. As educationists, we look forward to support from companies like Sony Entertainment Television and brands like Ariel, Tide, Pantene, Head & Shoulders, in helping making more dreams a reality and urge them to continue such initiatives in the future.

Under Shiksha, consumers can buy any Stickered P&G Products: Vicks, Whisper, Ariel, Tide, Head & Shoulders and Pantene, which will carry a Scratch Coupon with a Unique Number. Lucky Numbers on the Scratch Coupon will be announced Daily from Monday to Thursday between 5th May - 12th June 2003 between 9pm - 930pm on Kkusum on Sony Entertainment Television. In addition to Kkusum, the lucky numbers will also be announced on Snehadooram on Asianet between 7pm - 730pm, on Sahana on Jaya TV between 930pm - 10pm, and on Todi Kodallu on MAA TV between 9pm - 930pm. Consumers with a Lucky Number will then have to answer a question on a Competition Postcard, include their Contact Details and Scratch Card Number, and send the same to, "P.O. Box No: 734, S.P. College Post Office, Pune 411 030". Daily there will be Five Lucky Prizes, which will be announced for a period of six weeks and Shiksha TVCs will run on Sony with Kkusum and across the AsianNet, Jaya and MAA TV educating viewers about the campaign. The offer is valid on all P&G products except sachets, Vicks VapoRub 10 gm, Cough Drops and Action 500.

Shiksha is in keeping with P&Gs credo of Business With a Purpose. Some of P&Gs past successful social responsibility initiatives include: PEACE - an environmental education program; FUTURE FOCUS - the first-ever write-in career guidance service; Project DRISHTI - with the National Association for the Blind (NAB), the first-ever Sight Restoration Corporate project in India; Project OPEN MINDS - a project with UNICEF aimed at education of working children; Project POSHAN - with UNICEF, to combat malnutrition; and most recently, in partnership with Swayam Shikshan Prayog (SSP), P&G opened seven Community Resource Centers to generate self-employment, education and micro-credit for the earthquake victims of Kutch. P&G India's contributions were recognized when in 1998, it received the Bombay Chamber of Commerce and Industry (BCCI) Civic award for Education, Health and Hygiene for its PEACE Program. Its Project POSHAN also received a special Cause Marketing Award at the Economic Times Awards 2000.

Globally, P&G has a turnover of over $40 Bn., has on-the-ground operations in over 80 countries and offers over 300 superior quality brands to the worlds consumers. P&G, India has a turnover of Rs. 750 cr. and has in its portfolio some of P&Gs billion dollar brands such as Tide, Ariel, Pantene, Whisper, Pampers and leading brands such as Vicks and Head & Shoulders, the World's No.1 Anti Dandruff shampoo.

Sony Entertainment Television India (SET) is supported by Sony Pictures Television International (SPTI). Its bouquet of channels include Sony (Hindi language based general entertainment channel), MAX (Hindi films and events channel), AXN (international action and adventure) and HBO (Hollywood movies in India). SET India has a joint venture with Discovery Communications, The One Alliance, to distribute premier channels across the country. At present The One Alliance reaches more than 35 million homes and includes Sony, MAX, Discovery, HBO, AXN, Animal Planet, and now, two news channels from NDTV - NDTV India (Hindi) and NDTV 24X7 (English). In addition, Sony Entertainment Television is also available in US, Canada, UK, Middle East, Nepal, Bangladesh, Maldives, Malaysia and Thailand.

For details, please contact:

Shweta Shukla - P&G

Ph: 2826 7341

Email: shukla.s@pg.com

Yamini Goel - Sony Entertainment Television

56937275

yaminig@setindia.com