Impact Report. Tata Power strengthen its commitment to save the Mighty Mahseer through the launch of its new campaign ANNOUNCEMENT

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1 ANNOUNCEMENT DATE o Wednesday, 20 June, 2016 OUTCOME o 28 Total impressions Print 02 Impressions in Mainlines media 23 Impressions in Regional media Online 03 impressions in Online media KEY MESSAGES Tata Power, India's largest integrated power company has been relentlessly working towards conservation and saving of Mighty Mahseer through its Act for Mahseer movement. The company, today has strengthen its commitment towards saving the Mighty Mahseer by launching a campaign to donate a fingerling to fresh water for each pledge that is taken to save Mahseer. This initiative is a part of Tata Power s Act for Mahseer, a sustainable programme focused at conservation of the Mahseer, an endangered species of fish and was undertaken in The objective of this campaign will be to encourage people to make a difference through their individual efforts and provide them an opportunity to save a life. Through the Act for Mahseer initiative, 2250 people have pledged till date from various locations like Mumbai, Bengaluru, New Delhi, Switzerland, Belgium, Norway, USA, Italy, Poland, Spain, United Kingdom, Portugal, Russia, Germany, Denmark, Australia, Austria, Sweden, Greece, Canada, Mexico, France, UAE, Argentina, Serbia, Slovakia, Lithuania, Dominican Republic. Commenting on the launch of the initiative Mr. Anil Sardana, CEO & Managing Director - Tata Power stated, Tata Power under its movement Act for Mahseer has organized various initiative to help preserve this valuable fish species in a big way at national level. Our efforts at nation building are not just limited to lighting up lives by providing energy to the nation, but also include caring for the community & flora and fauna near our areas of operations. This initiative will recognize every individual s efforts to save Mahseer fish and give a feeling of joy for saving a life. We are delighted to see the kind of response we have received from the people who have pledged. I take this opportunity to appeal to all to take the pledge and make a difference. Key Headlines Campaign to save Mahseer fish Tata Power strengthen its commitment to save the Mighty Mahseer through - Tarun Bharat - Khabar Express Total MAV & CCM generated Page 1 of 40

2 o MAV: Rs CCM: GRAPHIC REPRESENTATION OF COVERAGE Publication-wise segregation of coverage Financial 0; Mainline 2; Regional 23 8% 92% Mainline Regional Geographical-wise segregation of coverage East -21; West - 4; North -0; South % 84% East West MAV /CCM of coverage MAV: Rs Page 2 of 40

3 CCM: CCM Segregation Financial: 0.0; Mainline 44.6; Regional: % 92% Mainline Regional MAV Segregation - Print Financial: Rs 0.0; Mainline: Rs ; Regional: Rs % 90% Mainlines Regional MAV Segregation - Online National: Rs ; International: Rs 0.0 Page 3 of 40

4 Impact Report 100% National Site Observations The coverage received visibility in two zones namely Eastern and Western. Eastern zone garnered 84% coverage followed by Western zone with 16% coverage. 92% news coverage appeared in the Regional publications followed by mainline dailies with 08% coverage. Out of 25 Print Coverage, 18 articles were captured under B category followed by A and C category with 4 and 3 articles respectively. Coverage and publications wise analysis Coverage can mainly be categorized into: Articles that focused on Campaign to save Mahseer fish. Articles that focused on Tata Power strengthen its commitment to save the Mighty Mahseer through. Publication covering the above news Tarun Bharat Campaign to save Mahseer fish Page 4 of 40

5 The company has launched a campaign to donate a fingerling to fresh water for each pledge that is taken to save Mahseer. This initiative is a part of Tata Power's 'Act for Mahseer', a sustainable programme focused at conservation of the Mahseer, an endangered species of fish and was undertaken in The objective of this campaign will be to encourage people to make a difference through their individual efforts and provide them an opportunity to save a life. Ranchi Express Tata Power strengthen its commitment to save the Mighty Mahseer through Tata Power, India's largest integrated power company, has been relentlessly working towards conservation and saving of Mighty Mahseer through its Act for Mahseer' movement. The company has strengthen its commitment towards saving the Mighty Mahseer by launching a campaign to donate a fingerling to fresh water for each pledge that is taken to save Mahseer. This initiative is a part of Tata Power's Act for Mahseer', a sustainable programme focused at conservation of the Mahseer, an endangered species of fish and was undertaken in Article Date Headline / Summary Publication Edition Page No. Journalist Page 5 of 40

6 Mainlines 21 Jun Jun 2016 Tata Power launches new campaign to save Mahseer Tata Power Launches new campaign to save Mahseer The Pioneer Jamshedpur 2 Bureau The Pioneer Ranchi 2 Bureau Regional 04 Jul Jul 2016 Tata Power launches 'Act for Mahseer' nationally Tata Power strengthen its commitment to save the Mighty Mahseer Lokmat Mumbai 3 Bureau Aaj Ranchi 9 Bureau 30 Jun 2016 Campaign to save Mahseer fish Tarun Bharat Mumbai 2 Bureau 30 Jun 2016 Tata Power strengthen its commitment to save the Mighty Mahseer Rastriya Nabin Mail Ranchi 3 Bureau 30 Jun 2016 Tata Power strengthen its commitment to save the Mighty Mahseer Rastriya Naveen Mail Ranchi 3 Bureau 30 Jun 2016 Tata Power strengthen its commitment to save the Mighty Mahseer Jharkand Jagaran Ranchi 2 Bureau 28 Jun Jun Jun Jun Jun Jun Jun Jun Jun Jun Jun Jun 2016 Tata Power launches new campaign to save Mahseer fish Tata Power reinforces efforts towards saving the Mighty Mahseer Tata Power strengthen its commitment to save the Mighty Mahseer Tata Power strengthen its commitment to save the Mighty Mahseer Tata Power strengthen its commitment to save the Mighty Mahseer Tata Power strengthen its commitment to save the Mighty Mahseer Tata Power strengthen its commitment to save the Mighty Mahseer Tata Power strengthen its commitment to save the Mighty Mahseer Tata Power strengthen its commitment to save the Mighty Mahseer Tata Power strengthen its commitment to save the Mighty Mahseer Tata Power strengthen its commitment to save the Mighty Mahseer Tata Power strengthen its commitment to save the Mighty Mahseer Navrashtra Mumbai 4 Bureau Punya Nagari Mumbai 4 Bureau Ranchi Express Jamshedpur 15 Bureau Ranchi Express Ranchi 15 Bureau Rashtriya Sagar Ranchi 3 Bureau Akhbar-e-Mashriq Jamshedpur 5 Bureau Khabar Express Jamshedpur 7 Bureau Prabhat Khabar Jamshedpur 4 Bureau Akbar-e-Mashriq Ranchi 2 Bureau Khabar Express Ranchi 7 Bureau Aaj Jamshedpur 2 Bureau Chamakta Aina Jamshedpur 2 Bureau Page 6 of 40

7 23 Jun Jun Jun Jun Jun 2016 Tata Power strengthen its commitment to save the Mighty Mahseer Tata Power strengthen its commitment to save the Mighty Mahseer Tata Power strengthen its commitment to save the Mighty Mahseer Tata Power strengthen its commitment to save the Mighty Mahseer Tata Power strengthen its commitment to save the Mighty Mahseer New Ispat Mail Jamshedpur 3 Bureau Ranchi Express Jamshedpur 13 Bureau Sanmarg Jamshedpur 9 Bureau Chamakta Aina Ranchi 2 Bureau New Ispat Mail Ranchi 3 Bureau Online 01 Jul 2016 Tata Power strengthen its commitment to save the Mighty Mahseer through the Electric Energy Online Online Web Bureau 21 Jun Jun 2016 Tata Power launches new campaign to save Mahseer fish Tata Power launches new campaign to save Mahseer fish New Kerala Online Web Bureau India Blooms Online Web Bureau Page 7 of 40

8 Mainlines Page 8 of 40

9 Publication: The Pioneer Edition: Jamshedpur Published Date: 21 Jun 2016 Page No.: 2 Page 9 of 40

10 Publication: The Pioneer Edition: Ranchi Published Date: 21 Jun 2016 Page No.: 2 Page 10 of 40

11 Regional Page 11 of 40

12 Publication: Lokmat Edition: Mumbai Published Date: 04 Jul 2016 Page No.: 3 Page 12 of 40

13 Publication: Aaj Edition: Ranchi Published Date: 02 Jul 2016 Page No.: 9 Page 13 of 40

14 Publication: Tarun Bharat Edition: Mumbai Published Date: 30 Jun 2016 Page No.: 2 Page 14 of 40

15 Publication: Rastriya Nabin Mail Edition: Ranchi Published Date: 30 Jun 2016 Page No.: 3 Page 15 of 40

16 Publication: Rastriya Naveen Mail Edition: Ranchi Published Date: 30 Jun 2016 Page No.: 3 Page 16 of 40

17 Publication: Jharkand Jagaran Edition: Ranchi Published Date: 30 Jun 2016 Page No.: 2 Page 17 of 40

18 Publication: Navrashtra Edition: Mumbai Published Date: 28 Jun 2016 Page No.: 4 Page 18 of 40

19 Publication: Punya Nagari Edition: Mumbai Published Date: 28 Jun 2016 Page No.: 4 Page 19 of 40

20 Publication: Ranchi Express Edition: Jamshedpur Published Date: 26 Jun 2016 Page No.: 15 Page 20 of 40

21 Publication: Ranchi Express Edition: Ranchi Published Date: 26 Jun 2016 Page No.: 15 Page 21 of 40

22 Publication: Rashtriya Sagar Edition: Ranchi Published Date: 25 Jun 2016 Page No.: 3 Page 22 of 40

23 Publication: Akhbar-e-Mashriq Edition: Jamshedpur Published Date: 24 Jun 2016 Page No.: 5 Page 23 of 40

24 Publication: Khabar Express Edition: Jamshedpur Published Date: 24 Jun 2016 Page No.: 7 Page 24 of 40

25 Publication: Prabhat Khabar Edition: Jamshedpur Published Date: 24 Jun 2016 Page No.: 4 Page 25 of 40

26 Publication: Akbar-e-Mashriq Edition: Ranchi Published Date: 24 Jun 2016 Page No.: 2 Page 26 of 40

27 Publication: Khabar Express Edition: Ranchi Published Date: 24 Jun 2016 Page No.: 7 Page 27 of 40

28 Publication: Aaj Edition: Jamshedpur Published Date: 23 Jun 2016 Page No.: 2 Page 28 of 40

29 Publication: Chamakta Aina Edition: Jamshedpur Published Date: 23 Jun 2016 Page No.: 2 Page 29 of 40

30 Publication: New Ispat Mail Edition: Jamshedpur Published Date: 23 Jun 2016 Page No.: 3 Page 30 of 40

31 Publication: Ranchi Express Edition: Jamshedpur Published Date: 23 Jun 2016 Page No.: 13 Page 31 of 40

32 Publication: Sanmarg Edition: Jamshedpur Published Date: 23 Jun 2016 Page No.: 9 Page 32 of 40

33 Publication: Chamakta Aina Edition: Ranchi Published Date: 23 Jun 2016 Page No.: 2 Page 33 of 40

34 Publication: New Ispat Mail Edition: Ranchi Published Date: 23 Jun 2016 Page No.: 3 Page 34 of 40

35 Online Page 35 of 40

36 Publication: Electric Energy Online Edition: Online Web Published Date: 01 Jul 2016 Page No.: launch of its new campaign Tata Power, India's largest integrated power company, has been relentlessly working towards conservation and saving of Mighty Mahseer through its Act for Mahseer' movement. The company has strengthen its commitment towards saving the Mighty Mahseer by launching a campaign to donate a fingerling to fresh water for each pledge that is taken to save Mahseer. This initiative is a part of Tata Power's Act for Mahseer', a sustainable programme focused at conservation of the Mahseer, an endangered species of fish and was undertaken in The objective of this campaign will be to encourage people to make a difference through their individual efforts and provide them an opportunity to save a life. Through the Act for Mahseer' initiative, 2250 people have pledged till date from various locations like Mumbai, Bengaluru, New Delhi, Switzerland, Belgium, Norway, USA, Italy, Poland, Spain, United Kingdom, Portugal, Russia, Germany, Denmark, Australia, Austria, Sweden, Greece, Canada, Mexico, France, UAE, Argentina, Serbia, Slovakia, Lithuania, Dominican Republic. The campaign will also work towards its broader objective to conserve the Mahseer species which is still classified as an endangered species. Tata Power recently launched a campaign Save Mahseer, Save Us- Stop Water Pollution!' which is aimed at focusing on reducing water pollution and sensitizing towards importance of water bodies which will help saving fresh water habitats. The company has an ongoing digital initiative which confers the title of Fish's Knight' to individuals who will help in sensitising citizens on saving the Mahseer'. These Knights are further encouraged through various forms of recognition across platforms. The best Knights may also win a trip to a location where Mahseer conservation is being undertaken. The most active knights will be privileged to speak as Company representatives at various forums like awareness sessions with Club Enerji kids, employee kid's camp or as an introductory speaker at important Company gatherings. Commenting on the launch of the initiative Mr. Anil Sardana, CEO & Managing Director, Tata Power stated, "Tata Power under its movement Act for Mahseer' has organized various initiative to help preserve this valuable fish species in a big way at national level. Our efforts at nation building are not just limited to lighting up lives by providing energy to the nation, but also includes caring for the community & flora and fauna near our areas of operations. This initiative will recognize every individual's efforts to save Mahseer fish and give a feeling of joy for saving a life. We are delighted to see the kind of response we have received from the people who have pledged. I take this opportunity to appeal to all to take the pledge and make a difference". The Mahseer breeding programme has entered its 43rd year and is the most successful Mahseer breeding facility in India. Tata Power has developed methods of breeding of two valid endangered species of Mahseer out of six reported by stripping and artificial fertilisation. Tata Power has also established standard techniques of breeding the Mahseer species after in-depth research in breeding several lakhs of fingerlings. Today, the hatchery breeds around 2.5 to 3 lakhs fries every year and releases them back into the lake. As part of Tata Power's eco-restoration and eco-development programme, Pisciculture was undertaken in 1970 for ecological improvement of the lakes, for food and sport and for breeding, conserving and rehabilitating the endangered fish species, Mahseer Page 36 of 40

37 and Indian Trout. The conservation of the endangered Mahseer by Tata Power at Lonavala includes two out of six valid species, of which one is the world famous Golden Mahseer from the Himalayan region. This outstanding initiative has received national recognition. This is one of the biggest conservation efforts in India. The survival of the magnificent Mahseer, one of the 20 mega fishes of the world is important, for with its success we will have taken one more step towards preserving our eco-system. Tata Power has taken up the conservancy programme of the Mahseer in right earnest. The Company has also carried out cage culture and ranching programmes successfully and demonstrated the use of such research programmes for replication all over the country. Around 300 Fishery Scientists have also been trained to date to continue conservation efforts. Page 37 of 40

38 Publication: New Kerala Edition: Online Web Published Date: 21 Jun 2016 Page No.: Tata Power launches new campaign to save Mahseer fish Tata Power, an integrated power company, has been working towards conservation and saving of Mahseer through its 'Act for Mahseer' movement. The company has launched a campaign to donate a fingerling to fresh water for each pledge that is taken to save Mahseer. This initiative is a part of Tata Powers Act for Mahseer, a sustainable programme focused at conservation of the Mahseer, an endangered species of fish and was undertaken in The objective of this campaign will be to encourage people to make a difference through their individual efforts and provide them an opportunity to save a life. Through the Act for Mahseer initiative, 2250 people have pledged till date from various locations like Mumbai, Bengaluru, New Delhi, Switzerland, Belgium, Norway, USA, Italy, Poland, Spain, United Kingdom, Portugal, Russia, Germany, Denmark, Australia, Austria, Sweden, Greece, Canada, Mexico, France, UAE, Argentina, Serbia, Slovakia, Lithuania, Dominican Republic. The campaign will also work towards its broader objective to conserve the Mahseer species which is still classified as an endangered species. Tata Power recently launched a campaign Save Mahseer, Save Us- Stop Water Pollution! which is aimed at focusing on reducing water pollution and sensitizing towards importance of water bodies which will help saving fresh water habitats. The company has an ongoing digital initiative which confers the title of Fishs Knight to individuals who will help in sensitising citizens on saving the Mahseer. Commenting on the launch of the initiative, Anil Sardana, CEO Managing Director, Tata Power stated, Tata Power under its movement Act for Mahseer has organized various initiative to help preserve this valuable fish species in a big way at national level. Our efforts at nation building are not just limited to lighting up lives by providing energy to the nation, but also includes caring for the community flora and fauna near our areas of operations. This initiative will recognize every individuals efforts to save Mahseer fish and give a feeling of joy for saving a life. We are delighted to see the kind of response we have received from the people who have pledged. I take this opportunity to appeal to all to take the pledge and make a difference, Sardana said. The Mahseer breeding programme has entered its 43rd year and is the most successful Mahseer breeding facility in India. Tata Power has developed methods of breeding of two valid endangered species of Mahseer out of six reported by stripping and artificial fertilisation. Tata Power has also established standard techniques of breeding the Mahseer species after in-depth research in breeding several lakhs of fingerlings. Today, the hatchery breeds around 2.5 to 3 lakhs fries every year and releases them back into the lake. Page 38 of 40

39 Page 39 of 40

40 Publication: India Blooms Edition: Online Web Published Date: 21 Jun 2016 Page No.: Tata Power launches new campaign to save Mahseer fish The company has launched a campaign to donate a fingerling to fresh water for each pledge that is taken to save Mahseer. This initiative is a part of Tata Power's 'Act for Mahseer', a sustainable programme focused at conservation of the Mahseer, an endangered species of fish and was undertaken in The objective of this campaign will be to encourage people to make a difference through their individual efforts and provide them an opportunity to save a life. Through the 'Act for Mahseer' initiative, 2250 people have pledged till date from various locations like Mumbai, Bengaluru, New Delhi, Switzerland, Belgium, Norway, USA, Italy, Poland, Spain, United Kingdom, Portugal, Russia, Germany, Denmark, Australia, Austria, Sweden, Greece, Canada, Mexico, France, UAE, Argentina, Serbia, Slovakia, Lithuania, Dominican Republic. The campaign will also work towards its broader objective to conserve the Mahseer species which is still classified as an endangered species. Tata Power recently launched a campaign 'Save Mahseer, Save Us- Stop Water Pollution!' which is aimed at focusing on reducing water pollution and sensitizing towards importance of water bodies which will help saving fresh water habitats. The company has an ongoing digital initiative which confers the title of 'Fish's Knight' to individuals who will help in sensitising citizens on 'saving the Mahseer'. Commenting on the launch of the initiative, Anil Sardana, CEO & Managing Director, Tata Power stated, "Tata Power under its movement 'Act for Mahseer' has organized various initiative to help preserve this valuable fish species in a big way at national level. Our efforts at nation building are not just limited to lighting up lives by providing energy to the nation, but also includes caring for the community & flora and fauna near our areas of operations." "This initiative will recognize every individual's efforts to save Mahseer fish and give a feeling of joy for saving a life. We are delighted to see the kind of response we have received from the people who have pledged. I take this opportunity to appeal to all to take the pledge and make a difference," Sardana said. The Mahseer breeding programme has entered its 43rd year and is the most successful Mahseer breeding facility in India. Tata Power has developed methods of breeding of two valid endangered species of Mahseer out of six reported by stripping and artificial fertilisation. Tata Power has also established standard techniques of breeding the Mahseer species after in-depth research in breeding several lakhs of fingerlings. Today, the hatchery breeds around 2.5 to 3 lakhs fries every year and releases them back into the lake. Page 40 of 40