March 16-31, 2013 Volume 1, Issue 21 `100 28 DIGITAL ADVERTISING

INTERVIEW Ashok Venkatramani MCCS’ chief on the business of news. Many clients are 12 still unsure about what exactly they want. That is reflected in the brief given to agencies.

LIFEBUOY-DETTOL Battle Lines Drawn Lifebuoy takes on Dettol head on. What next? 23

INTERVIEW Subscriber copy not for resale Sam Ahmed His mission is to make Rediff a sexy agency.

BOURNVITA LI’L CHAMPS Pat on the Back 12 BACARDI Walk and Drive 25 DIGITAL AGENCIES 20 Can they Stand Alone? 29 BIG BOSS South Bound 32

EDITORIAL

This fortnight... Volume 1, Issue 21

EDITOR hen I think back to the pre-internet 1990s, it seems that that world existed in Sreekant Khandekar W black and white. It was so, so different back then. PUBLISHER March 16-31, 2013 Volume 1, Issue 21 `100 Marketers have had a difficult time coping with the change that digital has wrought. Prasanna Singh 28 A decade ago, there was hardly any digital spend because the number of Indians online DIGITAL ADVERTISING SENIOR LAYOUT ARTIST was negligible. And in any case, the medium looked like more trouble than it was Vinay Dominic

INTERVIEW Ashok Venkatramani worth. Now with the number of people online crossing 100 million, it has become a PRODUCTION EXECUTIVE MCCS’ chief on the business of news. Many clients are 12 mainstream medium. Andrias Kisku still unsure about what exactly they want. That is Once upon a time, digital agencies weren’t even invited for a briefing to the same reflected in the brief ADVERTISING ENQUIRIES given to agencies. table as traditional agencies. They were an afterthought and got to know what they were Rahul Puri, (0120) 4077833, 4077866 LIFEBUOY-DETTOL Battle Lines Drawn Noida Lifebuoy takes on Dettol head on. What next? supposed to well after everyone else. Now, at least they are briefed together with the 23 Arunima Bhattacharya, (022) 40429702-5 others. Digital agencies’ favourite complaint is that they are generally expected to render what is, effectively, a digital version of what the TVC does. The marketer doesn’t takes

INTERVIEW [email protected] Subscriber copy not for resale Sam Ahmed His mission is to make into account either the medium’s pliability or its interactivity. Rediff a sexy agency. BOURNVITA LI’L CHAMPS MARKETING OFFICE Pat on the Back 12 The counter argument is that if the point of communication is to hit the consumer BACARDI Walk and Drive 25 B-3, First Floor, Sector-4, Noida-201301. DIGITAL AGENCIES 20 Can they Stand Alone? 29 with exactly the same message across media, why should an exception be made for Tel: (0120) 4077800. BIG BOSS South Bound 32 online? Moreover, marketers have dealt with mostly small digital agencies and their MUMBAI ability to understand branding issues is suspect. They are seen as digital experts rather 501-502, Makani Center, 5th Floor, Off Linking Road, Bandra (W), than brand experts. However, as independent digital agencies get acquired by agency Mumbai - 400050 networks, their credibility will grow. Tel: +91-22-40429 709 - 712 Another area of contention between the two relates to measurability. Some digital BENGALURU agencies are chary of every activity being measured to death. They are apprehensive that S-1, New Bridge Corporate Centre, 777 D, 100 ft Road, Indira Nagar, the moment measurability comes into play, clients are apt to say, ‘Let’s do a kolaveri di’ Bengaluru - 560038, without bothering to understand why something may not work for a brand. Clients, in SUBSCRIPTION ENQUIRIES turn, resent what they see as agencies obstructing – or worse, lying about - measurement. Akhilesh Singh, (0120) 4077837 Agencies are bound to lose this particular round because like it or not, the medium is [email protected]

inherently measurable. Owned by Banyan Netfaqs Pvt Ltd and All of this is work in progress. Both marketers and agencies are still in the process Printed and published by of getting the most from the medium while defining their relationship at the same time. Prasanna Singh, at 7-A/13, Ch. Ratan Singh Complex, If we did the same cover story five years from now, I am sure it would read differently. Jawala Heri Market, Paschim Vihar, New Delhi-110 063.

Printed at Cirrus Graphics Private Limited B-62/14, Naraina Industrial Area, Phase II, New Delhi – 110028. Sreekant Khandekar Cover Illustration [email protected] Tiffin Box

CONTENTS 26 30 PLUS

HAVELLS FANS TELEVISION For Change 10 Why Crime Pays Several new crime CAMPAIGN TRAIL shows show that it is a popular genre. New Ads 16

MAHINDRA XUV INTERVIEW 10 14 Jaspreet Bindra Riding on Feedback 17 GETIT’s CEO on the direc- tional media space. TELEVISION Non-cricket Channels 27 POV 24 Missing Agencies INTERNATIONAL WOMEN’S DAY FROOTI Will Ogilvy’s decision to stay Rallying For Women Sheer Drool IDEA away from the awards dampen Telecom players take the lead The brand’s new film is a hit Rural Connections 31 the spirit at Goafest? in rallying around women. both offline and online.

afaqs! Reporter, March 16-31, 2013 3

SAB TV 1(:6%8//(7,1 ),57DNHVWKH/HDS Sponsored by AB TV, the second GEC by Kaushik. from MSM, has relied on the But there are a few who think Sniche genre of family comedy otherwise. Mona Jain, chief executive entertainment and depended heavily officer, Vivaki Exchange, citing the on two of its oldest shows, Taarak examples of Balika Vadhu (change Harper’s Bazaar> Harper’s Bazaar is celebrating its Mehta Ka Ooltah Chashmaah and in the lead character- Anandi) fourth anniversary in India this month. The anniversary FIR, to drive audiences. and (the lead male special issue is 50 per cent longer than the regular size, thus Of these, FIR, launched in 2006, is protagonist was changed) states that increasing the cost to Rs 150. Every March, to celebrate its ready to take a 20-year leap, replacing ultimately it doesn’t matter much if anniversary, the magazine adapts this ‘Tall’ format. According its lead character Chandramukhi the storyline is strong enough. She to the company, the regular print run of the magazine is Chautala (played by ), adds, “The new girl is also quite 45,000 copies, and there is an increase of 15 per cent for MEDIA who gained popularity because of her known. Her face looks familiar and the anniversary special issue. The theme of the issue is ‘Why Haryanvi accent on the her accent is also tested Don’t You...?’ and the media house has extended this theme show. FIR, currently and verified.” to its campaign as well. The line ‘Why don’t You...?’ was a weekly show on Ashish Bhasin, initially introduced by one of its editors, Diana Vreeland. the Saturday 9 pm chairman and chief slot, will now feature executive officer, Aegis Chitrashi Rawat of Media adds that leaps Radio One> A happy person has the ability to create a Chak De fame, who in time do work as they happy environment for his loved ones and, eventually, the will play Jwalamukhi bring in fresh content city. Taking this insight forward, Radio One will launch its Chautala, the daughter in the same packaging latest campaign, ‘Have A Heart’, for its international stations of Chandramukhi. to the viewers. in Mumbai and Delhi. The campaign will provide suggestions FIR, which till With the leap, He says, “Replacing and a forum for discussion on how to promote a ‘good and January occupied the stars is no big positive’ environment in two chaotic cities, in turn reminding the 10:30 pm slot and new faces change. Since most of the listeners that their hearts beat for a reason. Interestingly, on Saturdays, was on the show, the shows are daily, to promote the campaign, the FM channel has roped in actor shifted to the 9 pm the viewers get used Boman Irani. The campaign is sponsored by Samsung and slot when the channel it remains to to it quickly, and the real-estate builders Rustomjee Developers. launched Tota Weds be seen if the weekly pattern of FIR Maina featuring Kavita show is able to could also work as Kaushik as the lead maintain stability well.” This will be the ETV-KBC>Called Kon Hoeel Marathi Crorepati, ETV is at 10:30 pm. Despite SAB TV accepts that seventh version launching the Marathi version of the format, KBC, this being the change, FIR has in ratings. the change is a risk and the seventh version of the show in India alone. ETV Network managed to average at adds that it has earlier of the show in has bought over the rights of the format from Sony Pictures 1-1.5 TVRs and has remained stable taken risks with formats such as India alone Television for the regional market. The show is already at the slot. With the leap, and hence silent comedy and patriotism-based running in Hindi (Star Plus in 2000 and now on Sony), Bhojpuri the new faces on the show, it remains shows. (2011- Mahua TV), Bengali (2011- Mahua Bangla), Kannada to be seen if the show is able to Anooj Kapoor, AVP and business (2012- Suvarna), Tamil (2012- Star Vijay) and Malayalam maintain a similar stability in ratings. head, SAB TV, says, “Even the silent (2012-Asianet). All the versions in India are produced by Big The channel expects Rawat’s comedy experiment was treated Synergy, which will also produce the Marathi version. entry to increase sampling as she sceptically by the industry, but the will draw her own set of fans, while show paid off well. For FIR, seven Kaushik’s followers may sample the years is a long time and with time, new version out of curiosity. some kind of content fatigue is Life OK>Life OK is launching an 8 part series to promote Industry opinion is that FIR is bound to creep in. This is why we the soon-to-release thriller film ‘Ek Thi Dayan’. known by the name of Kaushik and thought of bringing in a little change, Titled ‘Ek Thhi Naayka’, the series boasts of industry-first marketing initiative that has been exclusively created to this might create trouble for the keeping the flavour same.” However, promote a feature film. The show is a folklore which will bring channel while serving the show with he clarifies that Chandramukhi will together some of the big television actors together - Smriti Rawat. Also, Tota Weds Maina’s not be gone from the show forever. Irani, , Aamna Shariff, , Mouli initial sampling is largely driven “She might comeback,” he suggests. Ganguly, Ankita Lokhande, and will be seen in their regional avatar, with a different story every week. The series will be produced by ’s Balaji QUOTE OF THE FORTNIGHT Telefilms. The movie is set to release on 18 April. ‘‘In business and creative terms, the Indian media and Amar Ujala> The Hindi daily Amar Ujala has launched entertainment sector still its city-specific pullout, My City, today from Meerut. The remains much smaller than it supplement will be distributed free of cost along with should be in a country of 1.2 the main edition of the newspaper. The print run of the supplement will be same as that of the main edition, that billion people. Our collective is, a claimed 85,000 copies. The pullout will carry local and individual ambitions news of Meerut as well as the adjoining areas of the city including Sardana and Bawana. It will largely focus on local should be taking wings around advertisers including jewellers, real estate and coaching this big opportunity.’’ institutes of the city and its adjoining areas. UDAY SHANKAR, CEO, STAR INDIA ABOUT THE GROWING CLIMATE OF The company expects a revenue of `12 crore

SUSHIL KUMAR INTOLERANCE IN THE M&E SECTOR IN MINT. in the first year from the pullout.

6 afaqs! Reporter, March 16-31, 2013

ASCI 1(:6%8//(7,1 6FDQQHU$OHUW Sponsored by he Consumer Complaints No. 1 fabric conditioner brand and Council (CCC) of the also a global market leader”. TAdvertising Standards Meanwhile, Step Up’s advertise- Council of India (ASCI), has upheld ment is sub-judice in the Bombay complaints against 43 out of 50 High Court. Complaints were Cannes 2013> Nine Indians have made it to the advertisements in December 2012, also received against six advertise- international jury panel of the Cannes Lion Festival. They for sending misleading information. ments, which included Ceat Tyres, include: Piyush Pandey, Ogilvy (Titanium & Integrated), The brands that have come under Skin Alive’s ‘Forever Young’, Kovai Sandeep Kaul, ITC (Creative Effectiveness), Abhinay Deo, ASCI’s scanner include Hindustan Medical Center and Hospital’s Ramesh Deo Production (Film Craft), Russell Barrett, BBH Unilever’s New Rin, New Clear ‘Effective Treatment for Thyroid (Film), Santosh Padhi, Taproot (Press), Prathap Suthan, Bang anti-dandruff shampoo, Comfort Disorders & Cancer’, Gillette India’s in the Middle (Outdoor), Sabbas Joseph, Wizcraft (Promo Fabric Conditioner, Nurture health ‘Oral-B Cross Action Pro-Health & Activation), Akshay Kapnadak, McCann (Radio Lions) and care’s Hairten hair oil, Ego Wellness toothbrush’, Clinic Dermatech’s Bhupal Ramnathkar, Umbrella Design (Design). for stem cell treatment, Asian ‘Beauty Solutions for Skin Problems’, Institute of Infertility Management, and Procter & Gamble Home Pernod Ricard India, Luminous Products’ ‘Pantene Pro-V shampoo’. Srijon Samman> At the 13th edition of the Sambad However, ASCI found Pratidin Srijon Samman Awards 2013, Rediffusion-Y&R and no discrepancies and Ogilvy India won the Agency of the Year (India) awards. hence the complaints Ogilvy walked away with two gold, 10 silver and 16 bronze were not upheld. metals, while Rediffusion-Y&R bagged 13 silver and 12 For the record, last bronze metals. This is the third year in a row that Rediffusion month, ASCI upheld Y&R was conferred with the title of Agency of the Year. Srijon Samman Awards acknowledge excellence in Bengali ADVERTISING complaints against 11 out of 19 advertise- advertising, across India and Bangladesh. ments in November, Water Technologies, ASCI has upheld 2012, for spreading Natraj Atta Chakki, misleading information OMD India and Festival of Media Asia Awards 2013> Mindshare’s Vivekanand Classes complaints through ads. Mindshare India, Kissanpur campaign for Kissan won in the Best Event/ and Aircel, among oth- against 43 The ads were for together, won Experiential Campaign category. It’s Seduction in a Bottle ers. brands such as Diwan campaign for Slice and the MTV campaign for Axe Shower Gel In the case of out of 50 Chand Imaging & four awards at Launch, also won awards. Pernod Ricard India, advertisements. Research Centre, Festival of Media OMD India’s One Missed Call the television commer- Maruti Herbal, Emami, Asia Awards 2013 campaign for Wheel Detergent, cials of Seagram’s Royal Stag mega Amra Remedies, Silvermaple won in the Best Use of Mobile category. cricket, mega music and Seagram’s Healthcare, CADD Centre Training, 100 Pipers Pure music, were said to Luminous Water Technologies, Bajaj have no tangible brand extension. Electricals, Havells India and Dainik CCC upheld the complaint on Bhaskar Group. Tata Capital> QSR chain, Subway, is on the lookout for an the grounds that there was no men- The Advertising Standards agency to handle its creative mandate. The brand’s creative tion of the number of outlets where Council of India was established duties are currently handled by McCann Erickson. The pitch is underway in Delhi. The brand is keen on hearing agencies’ these brand extension products were in 1985 and works to ensure the understanding of the brand and how it can be built in a sold and they were generated from protection of interests of con- big way, in India. Subway plans to shortlist three agencies the audited sales revenues of liquor sumers. Its main objective is to that will then be required to work on a pitch campaign. The brands, which promoted these prod- promote responsible advertising, selected agency will be responsible for both traditional and ucts/services in the form of surrogate thus enhancing the public’s confi- social media campaigns. advertisements. dence in advertising. In HUL’s Comfort Fabric In April last year, ASCI partnered Conditioner ad, there was no dis- with TAM Media Research to launch >> ACCOUNT MOVEMENT claimer/footnote that mentioned the the National Advertising Monitoring Triton Communications has source of the brand’s claim on its Service (NAMS), which began its > bagged the media and creative duties of website, that it was “India’s operations on May 1 last year. Force Gurkha, the SUV from Force Motors that is slated for launch by April this year. The agency’s Mumbai office will handle QUOTE OF THE FORTNIGHT the account and is required to create an ad campaign soon. The Force Gurkha is a 4X4 car that is positioned as an all-season and all-terrain car. Triton Communications ‘‘It’s much easier to win a came into existence in 1991 and offers services in films, television, radio, press, OOH, Grand Prix at Cannes. All you direct, digital and other platforms. need is a life-changing idea. At Goafest, even if you have > American home appliances giant, Whirlpool a life changing idea, you will has retained Draftfcb Ulka as its sole creative need a lifetime to convince agency. The agency has been a longstanding partner to the brand and retained the mandate the captains of the ship that it after a review process. So far, the creative mandate for Whirlpool was divided is a life changing idea.’’ between Ulka and Contract Advertising; the latter was appointed in 2007-08. Lodestar KV SRIDHAR, CHIEF CREATIVE OFFICER, INDIA SUB-CONTINENT, LEO Universal is Whirlpool’s media agency. A few years ago, Ignitee Digital Solutions was appointed to work on branding across online media, mobile, social media and FOTOCORP BURNETT, ON GOAFEST VERSUS CANNES, IN BRAND EQUITY. e-commerce platforms.

8 afaqs! Reporter, March 16-31, 2013

1(:6$'9(57,6,1* INTERNATIONAL WOMEN’S DAY HAVELLS FANS Rallying for Women For Change On the eve of Women’s Day, telecom players implemented In its new campaign, Havells’ fan several activities around the country, in a bid to honour women range acts as a catalyst, bringing in and make them aware of their rights. By Devesh Gupta winds of change. By Rashmi Menon

n the eve of International Women’s oing beyond product features, the campaign Day (March 8), several brands for Havells fans introduces and encourages a Olaunched initiatives to highlight Gchange in mindsets. Conceptualised by Lowe women’s issues, honour their courage, throw Lintas, the campaign comprises four films of which light on their rights and empower them. MTS two - ‘Dining’ and ‘Registrar’s Office’ - have been launched its latest campaign, titled Women released. Dining shows a family asking their maid Mpowered, that gifts to join them at the dining table for dinner, after she pepper spray bottles to serves the food. The hesitant and shy maid sits, and every woman who buys smiles when a family member appreciates the food. A a new MTS connection. voiceover asserts, ‘Havells fans, hawa badlegi’. Also, it has launched a The other film, shows a newly married couple at a talk plan under which marriage registrar’s office, where the husband explains women get special calling to the official that he will adopt his wife’s surname. and SMS rates. The six-week campaign, which coincides with the MTS also offered a India vs Australia test series, did not set out to bring facility where women can a social change. Amer Jaleel, NCD, Lowe Lintas & get to know of their rights and enrol for free Partners, explains that there is nothing that separates self defence classes, organised by the MTS one fan from the other, except perception. Vigilance team. The telecom brand will also “When you create love for your brand, people opt provide VAS alerts on safety tips, fitness tips for you. We thought the best way to get into people’s and beauty tips, worth Rs 120 per month, mind in such a low-involvement category like fan, was complimentary for the first two months to to put the brand in your head. The communication all its women customers who enrol for the Vodafone’s tribute to women had to generate a fresh breath in consumers’ thinking; initiative. The campaign, initially launched in winds of change, if you like,” he says. He clarifies that the New Delhi circle, will be extended to other before starting this campaign and shortlisted instead of an attempt to change people’s mindset, the circles later. these women.” campaign merely chronicles the change. Leonid Musatov, chief marketing and sales Vodafone Foundation has launched a The TVCs have been directed by Anupam Mishra officer, MTS India, says. “With the incidents website, www.redrickshaw.in, where the videos of Crazy Few Films. of crime on the rise, especially against women, will be uploaded. It is working in association Jaleel says the TVCs had the challenge is to come up with innovations to with three NGOs - Breakthrough, CORP and to be dealt with care so create a safer environment.” Apne Aap Women’s Collective (AAWC). It is that they did not come In another initiative, Vodafone Foundation, also requesting people to donate funds that will across as corny. “We had in order to honour courageous women, has be used for the NGOs that work for women to be careful about the embarked on a campaign titled Red Rickshaw empowerment, eradication of poverty, safety Revolution, where three women will traverse and security of women. 1,500 km between New Delhi and Mumbai, Turkington further adds that for every in a span of nine days and connect with 30 donation made, the Vodafone Foundation will rural women, who have a courageous story also make a contribution and has pledged to to tell about how they fought several stigmas match up to Rs 85 lakh in donations. to start their dream endeavours, that not just In another initiative, the telecom operator benefitted them, but others in has announced that it will Jaleel: changing mindset their neighbourhood too. The launch all-women stores, called interactions between the women Vodafone Angel Stores, across 13 casting. The pitch of the will be converted into small states of the country. ad had to be perfect and video capsules and then shared A spokesperson from the acting had to be candid on the social media platform. Vodafone says, “The store will and not strained. And, the Laura Turkington, director, give women exposure to cross production house really Vodafone Foundation in India; functional opportunities in the worked hard to get a good cast,” Jaleel adds. Sunita Chaudhary, the first telecom and retail sector, from Indian female auto rickshaw finance, logistics, and customer THE WAY THE WIND BLOWS driver; and Carina Deegan are relations to security. We believe edobroto Roy, ECD, Dentsu Communications, the three women who will this platform is a great building Vsays that the campaign will leave its mark. “It’s traverse five states - Delhi, block in social and economic entertaining and has a wow factor. The rationale leaves Haryana, Rajasthan, Gujarat and Musatov: power to women development and gives women a lot to the imagination - that is what makes Havells Maharashtra. The campaign will employees confidence to take fans different from the rest,” Roy says. Divyapratap end in Mumbai on March 18. independent decisions.” Mehta, chief strategy officer, Publicis Capital says that Turkington says, “It will be a great experience Currently, 15 such stores are operational while the audience will like the ad, they’ll wonder why interacting with these women, as they are the across 13 states in India, including Mumbai, they should buy Havells fans. “Havells is sending too real heroes of society. Their endeavours have Delhi, Pune, Goa, Ahmedabad, Vadodara, many messages and confusing the consumer as to what helped many people to break the barriers and Shillong, the brand stands for,” he says. „ come forward. We have researched enough FRQWLQXHGRQSDJH>> [email protected]

10 afaqs! Reporter, March 16-31, 2013

1(:6$'9(57,6,1* BOURNVITA LI’L CHAMPS Pat on the Back Cadbury Bournvita Li’l Champs recently launched a campaign to felicitate mothers of 2-5-year olds. By Devesh Gupta

n its latest campaign titled ‘Shabaash Mom’, Cadbury India has made an attempt to honour Iall nominated mothers of 2-5-year-olds, by sending each a gift hamper. The activity, launched by Bournvita Li’l Champs (BVLC), a chocolate health drink from Cadbury, urges people to come forward and nominate the super mothers of 2-5 year olds, who will talk about their AHA moment (the intelligent moment of their kids). The nominations for the super mothers can be sent either by logging into the Facebook page of Sundararaman (Left) and the Shabaash Mom campaign the brand (www.facebook.com/cadburybournvita) or by giving a missed call to 08067006450. It launched to acknowledge the hardwork of those forward. requires people to provide basic details like name mothers.” The brand is also exploiting the radio platform of the mother to be nominated, her contact Since the announcement of the ‘Shabash Mom’ and using jingles to spread awareness across the number and the email address. The mother can campaign, the brand has received over 30,000 Tier I and Tier II markets through partnerships nominate herself, too; and once the names are in, missed calls on the BVLC helpline number, while with stations such as Red FM, Fever 104 and Cadbury sends nominated mothers a small gift the Facebook page has recorded over 50,000 Likes Mirchi. hamper to honour them. on the Bournvita fan page. A large number of Interestingly, Cadbury has not extended this Narayan Sundararaman, director, beverages, people have posted on Facebook, talking about campaign into a contest (although a few nominated candy and gum, consumer insights and strategy, how well the young mothers manage their families, mothers will get a chance to meet Kajol), as it aims Cadbury India, says, children and their careers. to honour mothers instead of finding the best one. “Most of the times the The campaign was initially launched on the “Shabash Mom campaign plans to frame those person behind the success digital medium in the first week of February. beautiful moments shared by a mother and her story of little achievers A television commercial, created by Ogilvy & child, by continuing to engage, assist and honour is not celebrated well Mather, featuring Bollywood actor, Kajol, a all mothers, by hosting story telling classes, enough. Mothers, who mother of two, was later released on February puppetry, and sessions with child psychologists,” have helped realise the 9. The TVC is being aired on most television says Sundararaman. dreams and successes of channels, including news and GECs. The campaign covers cities such as Mumbai, their children, are often In print, advertisements in newspapers such Delhi and Bengaluru, Pune, Ahmedabad, kept in the background. as , Hindustan Times, Dainik Chandigarh, Kolkata and Jaipur. „ This campaign has been Jagran and Anandabazar Patrika, carry the message [email protected]

Times to ask consumers whether for them to be aware of the facts, DETTOL/LIFEBUOY they would use a harsh antiseptic so that they can make an informed (Dettol) or the power of 100 lemons choice. This is particularly relevant (Vim) to clean their child’s tiffin. now due to the onset of the summer Battlelines Drawn When contacted, an HUL season.” The spokesperson referred spokesperson was unapologetic, to a study which showed that Lifebuoy’s print ad comes after the skirmish “Consumers are at the heart of our many consumers bathe with only between the two multinational companies, over business, and we feel it is important antiseptic liquid diluted in water - hence the need to encourage use of their dishwasher products. By Rashmi Menon Lifebuoy soap. An intriguing aspect of the latest he circle of conflict is public interest, the ad states how print ad is the entry of Lifebuoy spreading. HUL’s Lifebuoy the soap brand is a more effective into the fray. This seems to have Thas jumped into a fight germ protector, than the antiseptic been dictated by a decision within involving stablemate Vim, to take liquid of Dettol, according to an HUL to undermine the credibility on Dettol of Reckitt Benckiser. It independent lab. of the rival brand, by attacking the has used Lifebuoy soap to attack The scrap began three weeks ago, source of its power as a disinfectant: not Dettol soap, but the antiseptic when a TVC for the newly launched Dettol Antiseptic Liquid. Since liquid, on the first page of Sunday Dettol Kitchen dishwasher attacked Vim could not be used to do that, Times. The headline reads: ‘It’s Vim, claiming that it got rid of Lifebuoy was brought into play. proven! Lifebuoy gives better germ germs more effectively than the A spokesman for Reckitt protection than Dettol antiseptic latter. HUL got a High Court order Benckiser said, “We have taken liquid’ - adding in smaller type, asking for the commercial to be note of the advertisement and are ‘while bathing’. modified. internally evaluating the same.” „ Claiming to have been issued in Vim also used the Sunday [email protected]

12 afaqs! Reporter, March 16-31, 2013

1(:6$'9(57,6,1*

FROOTI << FRQWLQXHGIURPSDJH Rallying for Women Sheer Drool Bhubaneshwar, Jaipur, Agra, Mysore, Chennai, Lucknow, Kolkata and Frooti’s new film featuring Shah Rukh Khan and a catchy Mediterranean Hyderabad. Besides telecom players, other soundtrack, is a hit online and offline too. By Ashwini Gangal brands, too have made extra efforts to show their solidarity with women’s bunch of kids ogling at a sweaty Shah Rukh issues, through campaigns around Khan as he downs a bottle of Frooti, in one Women’s Day. A long swig, a light Mediterranean soundtrack Zee TV has initiated a campaign in the background and a twist at the end: these are the titled ‘Umeed Wali Smile’, where active ingredients in Frooti’s brand new film. it urges audiences across the world The ad is based on the insight that adults sometimes to sign an online petition (http:// get so carried away by their craving for something, that www.ipetitions.com/petition/co /pet t o / they end up behaving like children. This is exactly every-woman-deserves-to-es-to- what the twist is all about: the ‘kids’ in the film are smile-umeed-wali-smile)ile) actually adults who, spellbound by their desire to to declare their supportort drink Frooti, stare at Khan as a group of enthralled for the campaign.n. children would. And sure enough, the super on the Zee will distributete screen towards the end reads: ‘Magic of fresh ‘n’ juicy bookmarks and bindisdis mangoes’. to women passengersrs After a day-long teaser campaign on in the local trains inn Twitter (#SRKlovesFrooti), the film to find kids and adults with similar Mumbai, to spread went viral and was released on TV after facial structures. They were, of course, the message. a few days. identically hair-styled to leave efficient Radio City’s Speaking about the film, Nadia ‘clues’ for the viewers. ‘We care for you’ Chauhan, MD and CMO, Parle Agro, The soundtrack is a soothing mix initiative had lined says that ‘clear action’ on the part of of Mediterranean languages. The lyrics up exciting activitiess consumers is the objective of this film. were deliberately made to sound like around Women’ss “We want to drive home the fact that repetitive gibberish, so that the viewer’s Day. Radio jockeysys when you see someone drinking Frooti, attention stays put on the visuals. The visited householdss you feel like grabbing one for yourself. words ‘pelaypelaa’ - Hindi for ‘drink’ - in Delhi and helpedd We’ve never focused on showing that in appear often. our ads so far,” she explains. Sajan Raj Kurup, founder and MESMERISED? “These campaigns creative chairman, Creativeland Asia, ost brand experts see the subtle, work towards making says that the goal this time was to Mcelebrity ‘under-use’ as a clever generate ‘appetite appeal’ for Frooti, move. Suman Srivastava, founder and society a little safer.” while retaining the brand’s quirkiness. innovation artist, Marketing Unplugged, As for the insight, Kurup reveals that exclaims good-naturedly, “Shah Rukh women with their daily chores. The the idea for this campaign came from Khan? Was that him in the film?” RJs of ‘Mumbai Masala’ gave women his personal experience: he was once He feels the film is a response to the achievers, across the city, a chance to staring at someone eating kebabs at a Slice Aam-sutra TVC, featuring Katrina speak about their awesome journeys. restaurant, while waiting for his own Kaif. “Maybe that was the client brief - meal to arrive, until the man stared back ‘Too many people are lusting after Slice; ONLY CONNECT? at him uncomfortably. make them lust for Frooti.’ The film amla Bhasin, coordinator, One “To stare obliviously at something Chauhan (top) and Kurup delivers on that brief,” he says. “After KBillion Rising Campaign, says, we crave for, is an involuntary you see 90 seconds of a man drinking “When a bank, telecom or motorcycle action. As kids, we have all done it, the entire bottle in one gulp, while kids brand launches a campaign to increase but the embarrassment of doing it as grown-ups is are drooling over it, you are bound to want to drink awareness on such issues, it makes a inexplicable,” he elaborates. Frooti yourself,” he adds. lot of sense.” She adds that primarily, Kurup, without naming any competing brands, tells such activities are brand extensions, but MAGIC BEHIND THE SCENES afaqs! Reporter, “Mango is about mischief; not about there is no harm as these are positive he film has been directed by Prakash Varma of being sexy or sultry. You eat it messily, with abandon.” messages urging women to come out TNirvana Films. The shots of the children staring Swati Bhattacharya, NCD, JWT India, is “utterly of their homes, take necessary steps for were taken while they watched a magic show, an charmed”. She says, “It has been executed very their security. illusion-act, popcorn/ naturally; the after taste is sweet. I have seen many Pragya Vats, campaign manager, candy floss being prepared brands that promise to unleash the child in you; yet India, Save the Children India, says, and a child being fed ice- this looks fresh.” “There is a need to reach out to the cream and jelly. The According to Kiran Khalap, co-founder, Chlorophyll, people. And these campaigns, in a way, cameras, safely hidden this film stays within the ‘Frooti personality’, namely, imply that there is help out there, don’t behind black tents, ‘the ‘boy next door’ image. The formula this time, he fear. They act as watchdogs and awaken were rolling as they says, appears to be ‘demo the product and own the media and people and work towards were being entertained. category’. He gives full credit for the way the insight is making society a little safer.” Thus, all the reactions at the centre of this script, but the bit towards the end, She believes that it also helps in in the film are genuine, where the children laugh at the grown-ups, strikes a changing the mindset of men. “As including the shot of the wrong note for Khalap, who found that it stopped his brands, they have an added advantage of child drooling. It was smile mid-spread. „ connecting to more people,” she adds. „ particularly challenging [email protected] [email protected]

14 afaqs! Reporter, March 16-31, 2013

35(6(176 &$03$,*175$,/ New campaigns across television, print, out-of-home and digital media. TELEVISION

BCCI TATA TEA V GUARD WIRES With Pepsi IPL around the corner, BCCI has come out with a As part of the brand’s Jaago Re initiative, the latest The brand’s latest campaign ‘Zero hero bana’ narrates a campaign ‘Paint bomb’ around the concept of colouring the campaign ‘Choti shuruaat’ is a tribute to Women’s Day in loser’s journey to becoming a film star because of his mane town in multiple hues, much like holi. The ad is an extension order to bust biases against women. The brand has roped and how a short circuit leads to his downfall. The story told of its message ‘Koi nahi bachega. Yeh IPL hai boss’. in Shah Rukh Khan, who promises to make an effort to in a humourous manner conveys the message that lack of Creative Agency: Ogilvy & Mather, Mumbai change the attitude towards women in Indian cinema. good wiring system can affect your fate. Creative Team: Ryan Mendonca, Vishal Bagade, Ritik Creative Agency: Lowe Lintas and Partners Creative Agency: Publicis Ambience, Bangalore Sachdev, Francis Thomas, Nithin Narayan, Gandhali Karnik, Creative Team: Amer Jaleel, Ateet Shroff, Shahvan Creative Director: Nishant Gangadharan Abhijit Avasthi and Rajiv Rao Kaikobad, Aditya Tripathi, Nitin Sawant, Rushita Bhatadye Director: Nishant Gangadharan Production House: Corcoise Films Production House: Lintas Productions Production House: In-house PRINT SAVE THE PROCTER CHILDREN & GAMBLE INDIA Procter & Gamble Child Rights promoted Ariel Organization Save by featuring the Children India R Ashwin’s launched a print wife Prithi campaign showing Lakshminarayanan Indian Godesses and how she uses with bruised and Ariel in keeping PIAGGIO VEHICLES injured faces. the colour of his jerseys intact. Piaggio promoted its recently launched scooter ‘Vespa’ The campaign to position it as a female product by saying that gender was targeted bias is fashionable. The campaign also promoted Vespa’s at generating exclusive offers for women. awareness against domestic violence against women and children in Indian households.

Creative Agency: Meridian Communications, India Creative Agency: Taproot India Creative Agency: Saatchi & Saatchi, India OOH DIGITAL

PAN BAHAR CRYSTAL IDEA CELLULAR KC MAHINDRA EDUCATION The FMCG company has taken four stretch limousines and The Aditya Birla owned telecom company has initiated a TRUST AND NANHI KALI two hummers and erected a larger than life Pan Bahar out of home campaign in Jabalpur, MP to strengthen their Nanhi Kali, an NGO, and K.C. Mahindra Education Trust crystal bottle on the roof of the car which moves around presence in the region. They have put LED Enabled logos launched a donation-based online video campaign, called Delhi and NCR and the towns of Rajasthan. The company on the street lights across the main roads of city. A Girl Story. The campaign brings to life the experience of wants to create high brand recall value and position it as a many underprivileged girls in India and tries to help them premium product in the market. in raising fund for education and better their lives. Agency: In-House Agency: Inner Circle Advertising, Jabalpur, India Reach: New Delhi and NCR and Rajasthan Reach: Jabalpur Creative Agency: StrawberryFrog, Mumbai, India

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16 afaqs! Reporter, March 16-31, 2013 MAHINDRA Riding on Feedback The TVC was launched in the digital space and later modified based on the feedback. By Satrajit Sen

ahindra & Mahindra has come up with a new Mtwo-minute commercial for its XUV500. The film is based on the experiences of three young friends who decide to embark on a journey together. However, what’s noticeable in the advertisement is that the film was changed after feedback generated on digital media. Created by Interface Communications, the ad is set in South Africa. The film uses Bollywood music to target the Indian youth. The original version of the film as it involved changing of the showed the XUV500 with an Indian number plate frame by frame in (Maharashtra) number plate in a every shot of the video. Since the South African setting. According vehicle was in motion, each shot to Mahindra, while making the needed to be synchronized with the commercial, it was debated and surroundings and colour adjusted. thought that it would be ‘cool’ to We were able to manage it with show the XUV500 with an Indian some extra cost, which was less than number plate going on a road trip what a re-shoot would have cost to South Africa. Nayer: listen and act us,” he explains. Explaining how Mahindra generated the response on the The TVC aims to inspire consumers to digital platform, Nayer adds that Mahindra’s social media go on exciting road trips. communities were given a special privilege for the exclusive preview After the ad appeared online, Speaking to afaqs! Reporter of the new TV advertisement with there was much conversation about the need to change the TVC, a two-minute uncut version of the about the apparent anomaly over Vivek Nayer, chief marketing television commercial. the number plate. The company officer, automotive division, “It has struck the right chord decided to act on the feedback and Mahindra & Mahindra, says: with Facebook fans and the changed the number plate to a “Mahindra made a conscious effort YouTube community. The song South African one. to listen and act on the feedback has also been appreciated a lot and The latest communication is swiftly. The license plates were an audio version has also been based on the consumer insight changed in the ad to a South African released for music lovers. The final that novel experiences are the new number plate using a specialised version of the TVC has already wealth in today’s world. The TVC technique called Rotoscopy.” He crossed more than 2.6 million views aims to inspire consumers to go further says that the change and on YouTube,” Nayer adds. on exciting road trips where the acceptance of customer feedback In January, Mahindra had XUV500 can play an enabling role was duly noted and appreciated by unveiled a new visual identity and in the fulfilment of the brand hope, the digital community and fans. a new millennium logo. „ ‘May your life be full of stories’. “The task was very challenging [email protected]

Stories featured on this page highlight innovative marketing techniques using various media vehicles like print, digital and out-of-home.

Is the digital brief a myth? Many clients still seem unsure about what exactly they want from digital advertising, when they brief agencies. By Satrajit Sen

igital media in India is a young - … AND NOW The campaign promoted a plan that gave such and old - field. Although it started ndia is a 125-million-big digital universe, but customers an additional interest of two per cent, developing in the late ‘90s, a decade- Idigital briefs from majority of Indian brands over over and above the annual increment that the and-a-half is a lifetime in digital. As the last few months, have been digital - or social - customer got from his company. It was promoted Dmore people started consuming digital content, only in letter. That shouldn’t be a surprise given on Facebook, search and other related destinations. marketers began paying more attention. This led that digital constitutes 7-8 per cent of advertising “The brief for this campaign was simple, as we to the evolution of a digital arm within traditional and marketing spend, across most Indian brands. wanted to get the word out to the target group. We agencies, followed by dedicated digital agencies The only change that might have surfaced is were sure that, in this case, TV, print or even radio that helped clients market their brands online. that, today, briefs come to agencies at the same wouldn’t have worked,” explains Karthi Marshan, However, as time went by, the newly setup time that they are shared with the traditional executive vice president & head - group marketing digital agencies started to discover that it was a agencies and not as an afterthought. Most briefs Kotak Mahindra Bank. hard business. Marketers were in experiment fall into two categories - digital adaptation of an For many brands, however, the digital brief mode and most of them were not clear about what existing campaign, or digital ideas for a brand has ceased being a brief. In a fast evolving digital they wanted. There was no brief that gave agencies campaign. The latter is common for brands about media environment, marketers believe that they a clear mandate. Has anything changed now? to be launched. cannot wait for agencies to come up with ideas after the brief has been made. Some marketers THE BRIEF THEN… WHY A BRIEF? go to agencies with ready ideas. “We prefer to call ome say that for a marketer, briefing an agency ot all brands are digital unsavvy in their up the agency and give them the idea rather than Sis like pretending that he is standing on the Napproach. Some informed big brands make emailing the brief and waiting for ideas to come bank of a river and is about to build a bridge on it a part of their annual campaign brief, others in. In case of big campaigns, we meet the agency that. But, what if the marketer is not sure about send in separate briefs for product launches, new and brainstorm,” states Simeran Bhasin, marketing where the river is? When it came to digital, positioning or to simply engage better with their head, Fastrack and New Brands, Titan Industries. marketers were brave enough to allot a particular audience. More brands share business objectives Agencies, on the other hand, feel that brands amount for the medium, but that was about it. and seek agency recommendations, than ask for still need to construct briefs that have a deeper Elaborate briefs were primarily meant for other just a social media page or a microsite. understanding of their users and business. “It,” media - digital agencies were asked to carry the Kotak Mahindra Bank recently launched a says Shubhradeep Guha, country manager, Indian same brief forward. Most of the time, agencies digital-only campaign that was targeted at those and Global Capability Lead, SapientNitro, “needs were not involved in the brief-generation process. who had corporate salary accounts with the bank. to clarify the human need the brand is seeking There were largely requests for adaptations of a to solve, while the objectives should state what television campaign or an existing ATL (above milestones the business seeks to achieve.” How the line) story. Agencies were frequently asked to Marketers need to know the purpose and objectives will be met should be produce ‘something viral’ in nature. where their online the latitude that’s given to agencies. Marketers started experimenting in project- based approaches, than a full-fledged brand audience is present, what it HITTING THE ‘LIKE’ BUTTON philosophy aligned to what digital offers as a he social media rage got many brands medium. is talking about and when. Tinterested in investing on ‘digital’. Before

20 afaqs! Reporter, March 16-31, 2013 &29(56725< this, the only thing a marketer wanted to have was Agencies, on the other hand, are wary of that drives those investments evolved at all? ‘hits’ on the website. Now, it is about becoming giving away data. In most cases, agencies depend Agencies argue that brands need to develop a social. Direct marketing brands like Tupperware on third-party data to find out how a campaign deeper, stronger focus on long-term branding and were the first to jump on to the social bandwagon. performed. Agencies also try to evade the data part objectives and a brief needs to take into account “When you use a brand and like it, you go and while presenting ideas, since clients tend to point who it is informing. On the other hand, brands are promote it among friends and become the brand to one success story and ask them to generate a ready to invest more, only when the agency comes ambassador. Having a social network presence was campaign that can guarantee similar response. A up with a concrete idea and plan. a natural extension for us,” declares Anshu Bagai, case in point is when clients ask for a ‘Kolaveri’. Amul has been using banners since long and CMO and head, Institutional Sales, Tupperware. What they tend to overlook is that Kolaveri posting the same creative online too. But that Even within social media, most client briefs was an instant hit because of the content it had - doesn’t make it a digital savvy brand. For marketers become a ‘do-something-for-us-on-Facebook’. aligning the same with a brand-specific message looking to use the web and related media, such Most of them lack clarity on exactly what the might not work well. Boost tried to replicate the as mobiles, a brief needs to be digital-platform brand wants to achieve, even if it is just Facebook. same with Dhanush singing a anthem, but agnostic and focused on what the consumer is This is also true for brands that have built a it failed miserably to recreate the magic. Even for demanding from the brand on the medium. sizeable fan following. Tata Docomo, for instance, Kolaveri, few remember the name of the film it Marketers need to know where their audience has 13 million likes on Facebook, but little activity. was promoting or the production house. is spending most of its time online, along with According to a study on social media Brands do need the agency’s expertise in figuring out which device or browser it is using engagement, conducted by Ketchum Sampark implementing a campaign. There is more flexibility or what they are talking about and when. “If the in August 2012, of 100 Indian brands surveyed, in this option - you can change agencies easily which audience of an agency’s outcome is the customer, engagement levels (number of people talking is not the case when you hire a permanent internal then the audience of a brief should be the team. about a brand’s page) for 41 were lower than 2 digital team. “With niche knowledge and a proven When the person who constructs the brief uses per cent of the fan base. Coca-Cola, the largest track record in delivering successful campaigns for this filter, they end up creating something that brand on Facebook, has an engagement level that previous clients, an agency can sometimes give the offers better value,” explains Rao of Webchutney. is barely over two per cent. In other words, only one in 50 was talking about the brand. Brands are doing something about this. Today, WHAT THEY SAY 360-degree briefs include social media. Brands are looking for reputation, action and reaction from the campaign. And they use fun and games in this serious business. “We promote contests through our Facebook page, ensuring that our community likes the brand and the page goes beyond the brand. We are there on LinkedIn, because officegoers use AGENCY our lunch boxes,” informs Bagai.

TEAM EFFORT ot everyone feels that it is just the client Nwho has to know his brief. Agencies like to FOTOCORP participate in the briefing process. Tushar Vyas, 6,'+$57+5$2 6+8%+5$'((3*8+$ 786+$59<$6 managing partner, South Asia, GroupM, explains Webchutney Sapient Nitro GroupM that one of the formats GroupM follows is a hybrid “An agency can give the “Briefs need to identify the “An agency-client interaction one where, it has digital implants or agency-cum- magic touch” need for the brand” is the best of both worlds” client teams to create capabilities. “This provides the best of both worlds,” he says. Sometimes, the campaign changes from the original brief once the agency gets to work. Fastrack’s ongoing ‘change the name’ Facebook campaign had a different brief first. It asked the agency to run a contest to increase fan following. The agency came up with the idea to launch a CLIENT campaign that challenges users that, if they increase the number of likes to 10 million in 30 days, the brand would change its name, thus driving activity from the users. The verdict will be out soon. Marketers have slowly started believing that SUSHIL KUMAR agencies have to develop closer relationships $16+8%$*$, 6,0(5$1%+$6,1 .$57+,0$56+$1 with brands, when it comes to digital. Recently, Tupperware Fastrack Kotak Mahindra Bank Kotak Mahindra wanted to find out what it could “Games and contests “We prefer giving “Sometimes, only digital do around the IPL and invited all its partners help” the idea” works” for a brainstorming session in a cricket-themed amusement park in Mumbai. Not all clients are team people. Those marketers magic touch a brand needs,” says Sidharth Rao, With digital penetration, consumer touchpoints who are clued in, identify a problem, demand the CEO and co-founder, Webchutney. At times, have increased and brands need to make sure best solution and even suggest digital tools. They marketers complain that when consumer feedback that they are present everywhere, take consumer are also willing to look at multiple options and comes to the agencies through social media, they queries head-on and develop a brief that is sharply want agencies to explore opportunities fully. fail to respond properly to this and that is where focussed. Going solo doesn’t seem to be a paying the in-house marketing team comes in handy. proposition at present. For successful digital THE ARGUMENT FOR GOING SOLO marketing, the agency-client partnership has to any marketers are increasingly finding DE-BRIEFING continue even more closely. „ Mthemselves facing a dilemma - should they ccording to a survey conducted by CMO [email protected] use the expertise of an external agency at all? Many ACouncil and Adobe, 20 per cent of marketers (Based on additional interviews with Chhaya are building internal teams to develop interactive in the APAC region will spend at least a fourth of Balachandran Aiyer, CEO, BCWebWise and campaigns and want access to campaign data. their budget (in 2013) on digital. But has the brief Shubho Sengupta, digital brand consultant.

afaqs! Reporter, March 16-31, 2013 21 1(:6$'9(57,6,1* STANDARD CHARTERED Made for India The multinational bank has launched its first India-specific multi-media campaign. By Rashmi Menon

n a bid to reassert its value proposition in the country, multinational bank, Standard IChartered has rolled out a campaign, titled ‘Jaisa naam waisa kaam’, that emphasises how people’s names often don’t match up to their personality or action, unlike Standard Chartered. It also draws attention to the tangible rewards customers get, when they bank with Standard Chartered. This is the first time the bank has created an India-specific campaign since its operations began in India, in 1858. The bank’s earlier commercials in India were part of its global campaigns. The 360 degree campaign has been conceptualised by TBWA. Apart from two “The campaign focuses on building a relationship bank,” he explains. television commercials, outdoor and branch level with new customers and reiterating its promise Considering that most target customers spend activities, the bank has heavily used the digital to existing customers, by quantifying value to its a lot of time online, the bank is using the medium medium to promote the campaign. products,” he adds. to reach out to them. The online campaign is Explaining the need for a campaign now, Chaudhari clarifies that henceforth, both global being handled by multiple groups including the Sanjeeb Chaudhari, regional head, South Asia and Indian campaigns will co-exist. “The current bank’s in-house team, which manages its website, and global head of marketing, consumer bank, campaign is a direct one, encouraging people to Facebook page and a social site called India Food Standard Chartered, says, that there is never a upgrade to preferred banking, while the global Explorer, which is owned by the bank. „ right time to talk about the value proposition. campaign talks about the overall businesses of the [email protected] ,17(59,(: SAM AHMED> VICE-CHAIRMAN & CCO, REDIFFUSION “Rediffusion will be the sexiest agency in town” Rediffusion’s recently appointed vice-chairman and chief creative officer, Sam Ahmed, on how he plans to bring back the agency’s lost glory. By Ashwini Gangal

am Ahmed was brought in I’m talking about. from Y&R Dubai last month, I’ve done it with Y&R Dubai (twice), Sto man the creative as well as Wunderman and Intermarkets (now business fronts of Rediffusion, as part of MENACOM, a WPP group). vice-chairman and chief creative By the end of this year, Rediffusion officer. Interestingly enough, he is will be the George Clooney of Indian neither a B-school graduate nor a advertising. communications major. “I’ve studied people,” says the proud college drop- How different is the work culture out. in Mumbai from that in Dubai? After spending 14 years at Y&R Overall, India is a lot busier and more Dubai, he started his own studio- dynamic than the Middle East. cum-production house, Studio One difference I realised Central, in 2007. After two years, immediately was that here, your boss he returned to the agency system. is ‘Sir’. I want to get rid of that This is his first stint in India. afaqs! here at Rediffusion. I’d rather be Reporter caught up with him the legs of the agency than the head. during his sixth week at Rediffusion Internationally, in advertising it’s Mumbai. Excerpts: ‘first name basis’ only. Secondly, Dubai houses about 150 What part of your mandate is odd nationalities; so agencies there more challenging -- filling in represent different countries. Here, Rajappa’s shoes as the business we’re all Indian. But yet, what’s a head or Padmakumar’s as creative ‘national campaign’ here? You do it in head? Hindi, then in English, then you do I’ve not met either of these gentlemen it in five other languages, then there’s and don’t know their shoe sizes the South... I find this fascinating. (smiles). It’s about setting a creative tone The leader sets the tone and for the agency first. So, right now I’m eventually the culture of an busier with crafting the work. The agency. For Rediffusion, now management will then fall into place. you’re ‘it’. So, what is the ‘Sam Focus is on the creative product. way’? Anyway, the distinction between When I came in, Rediffusion was creative and management is part of more like a ‘nine to six’ kind of place. a very archaic format. Conventional “When I came in, Rediffusion was more Now we’re open all 24 hours. I don’t wisdom says you have to be a have any time restrictions because numbers guy to run the agency, from like a ‘nine to six’ kind of place. Now we’re ideas don’t come at a specific time a management perspective. I don’t each day. I don’t care what time agree. open all 24 hours.” people come in. In the next few I’m going to change the format of months, I will set a culture without this agency, by reducing the creative- any rules. management divide. I sensed it when I first came accounts, but that’s just 10 per cent of the time this Rediffusion will be a ‘24 x 7’ shop. My first car was in, but it’s disappearing slowly. agency’s been around. I don’t believe Rediffusion a Porsche; I was 28 years old. My second car was hasn’t done well in the recent past; it has just taken a Ferrari; I was 30 years old. How does one get What was Diwan Arun Nanda’s ‘brief’ to you a step backwards to re-evaluate the future. there? By putting 18 hours a day into advertising. when you came in? That’s my way. He really wants to bring the glory back. Rediffusion So, what does being No. 1 mean? Awards? is perceived as a ‘has been’ agency. He wants the Pitch success? Or, simply more revenue? Rediffusion is set to re-brand itself soon. agency to be recognised as a creative force. The No. 1 means being the sexiest agency in town. It How would you like to see it positioned, in brief was: “Can we make it to the top five?” I means being the coolest shop in town, whatever the days ahead? replied, “I don’t do top five. I only know how to your measure of that is. I’m no banker but I The upcoming re-branding exercise is actually an be No. 1.” have a plan to make this agency richer by doing effort to answer a lot of questions, including: “How Everyone’s always asking about the recent past, great work. And that will make this the fifth much does Sam understand Indian consumers?” „ during which people have quit and we’ve lost agency I’ll be turning around, so I know what [email protected]

afaqs! Reporter, March 16-31, 2013 23 32,1762)9,(: Will Ogilvy’s Absence Dampen the Spirit at Goafest? The agency’s decision to stay away, evokes mixed reactions from industry veterans. By Rashmi Menon

6$1726+3$'+, $-$<.$.$5 $581,<(5 &+$5/(69,&725 Chief Creative Officer and Co-founder, Vice-President, National Creative Director, National Creative Director, Taproot India The Advertising Club Lowe Lintas Law & Kenneth FOTOCORP SUSHIL KUMAR I WISH OGILVY WAS THE CREATIVE IT WILL BE A BIG BLOW OGILVY PRODUCES THERE BUT IT’S THE ABBY AWARDS IS FOR THE AWARD SHOW SOME FANTASTIC AGENCY’S CALL. OGILVY A PLATFORM THAT WITH OGILVY NOT WORK AND IT WILL IS ONE OF THE BEST RECOGNISES AND PARTICIPATING THIS BE DISAPPOINTING CREATIVE AGENCIES CELEBRATES THE YEAR. BUT OVERALL, IF TO NOT HAVE IT AS IN THE COUNTRY. WE BEST CREATIVE WORK THE TOP AGENCIES ARE A COMPETITOR, THIS ALWAYS LOOK FORWARD FROM THE INDUSTRY. NOT TAKING PART IN YEAR. I THINK SUCH to beating it at the awards. And, this celebration of work the awards, then something is awards not only bring out the It’s good to have healthy continues even if some agencies not right. best creative work, but also competition with top players do not take part in it. The Abbys A few years ago, one or two create healthy competition. and Ogilvy, definitely, is a top are not about agencies, it’s about other agencies had opted out. So, I would miss the fight player in creative work. So, the work. So, it seems like the award is along with its work. If Goliath without Ogilvy, it will feel as In fact, it is very gratifying losing credibility. wasn’t part of the battle, David if there is something lacking to see a wide and diverse array The organisers need to ask wouldn’t have become famous. in this year’s award. of agencies participating in the themselves why people are Besides, such awards inspire However, this does not awards, year on year. opting out of the Creative young and mid-level creative mean that it will be easier for The awards, in a sense, emu- Abby Awards. They need to people to produce great stuff. smaller agencies to win the late the Olympic spirit, where it’s sit down and look into it. With Ogilvy not being there, awards. In the last three years, about participation and not about the youngsters will have much Goafest has set a creative winning. less inspirational work to see, standard for the industry. this year. So, there won’t be a drop in quality, even if the top two or three agencies do not participate.

24 afaqs! Reporter, March 16-31, 2013 1(:6',*,7$/ BACARDI Walk and Drive The activity raises awareness about responsible drinking, by testing people’s steadiness after they are a few pegs down. By Satrajit Sen

tating that 70 per cent of road accidents are caused by drunk driving, spirits company, SBacardi, is propagating the message of responsible drinking with ‘Walk the Line’, a digital quite all right, they can call for on-ground activation, that tests people after they cabs through the app. Though are a few pegs down.. Bacardi pays for all cabs during an The pilot installation was done at Club Lemp in activation, cabs booked through Gurgaon, where, after a night of partying, people the app have to be paid for by the were made to walk on a straight yellow line, by user. For this, the brand has tied placing one foot in front of the other, until they up with cab providers like Meru reached the other side. The lasers, placed on either and Ola Cabs. side of the strip, detected deviations from the strip, Interestingly, on testing the triggering an alarm. If the patron failed the test, he/ Walk the Line mobile application she was provided a chauffeur-driven cab. in our office, we noticed that most Conceptualised by Webchutney, the activation company continually strives to create experiences of us failed to pass the test, and got is a part of the brand’s CSR (Corporate Social to excite, engage and educate consumers. We the message that we have had ‘one too many.’ One Responsibility) activities which creates fun and target SEC A and SEC B urban male consumers, smart colleague, however, was able to pass the test real-time human responses. Bacardi claims that who spend quality time and consume content on by keeping the phone steady on the table. We don’t experiential advertising is the wave of the future the digital platforms.” drink at work, may we add! and people love to experience something new. Bacardi has launched an Android application Bacardi plans to take this module to party places Manish Seth, director, marketing and sales, that takes the same concept forward. Users can across all key Indian cities, through the year. „ Bacardi India, says, “Bacardi as a brand and test their steadiness at any time and if they aren’t [email protected] ,17(59,(: JASPREET BINDRA> CEO, GETIT “In a country like India, analog or non-digital never dies” The new CEO of GETIT talks to afaqs! Reporter about the company’s recent acquisition of Yellow Pages, the reason behind the move and what’s in store. By Anindita Sarkar

ETIT Infoservices recently announced the acquisition of Infomedia Yellow Pages and GAskMe, from Network18. This came close on the heels of GETIT roping in former senior Microsoft head, Jaspreet Bindra, as CEO. He quit Microsoft in February 2012 and took a “I see it more as year’s sabbatical. In this interview, Bindra explains the facts behind the acquisition, which resulted in a merger of two a 2,000-employee company: large entities in What inspired the acquisition? the directional I see it more as a merger of two large entities in the directional media space, rather than as an media space, acquisition. There are three reasons for this. First: rather than as an traditionally, GETIT has been much stronger in acquisition.” the four southern states, in addition to Rajasthan and some parts of the East. Infomedia, on the other hand, has had a strong presence in the West and the North. Clearly, the merger increases our geographic presence considerably. Second, 70 per cent of GETIT’s revenue today is digital, rather than print, since we have been up-selling digital products to the same base of SMEs (Small and Medium Enterprises) and customers that we have from print. Now, the merger brings with it a host of SMEs, through

Infomedia’s database. Also, while its presence has FOTOCROP largely been print-led, almost 15-20 per cent of Infomedia’s revenues is digital too. The business that GETIT is getting into, is Several of your competitors are now massive Third, in today’s digital world, no one is to digitally empower SMEs and help them get spenders on television. Would you look at TV a complete friend or an enemy. It thrives on discovered by their customers. to advertise? partnerships and GETIT has always been the There are about 30 million SMEs in India, who There are three kinds of models that work for ‘partnering’ company. GETIT has been Google’s contribute 40 per cent of India’s exports and 17-18 the internet. The first is advertising-led, wherein largest partner in this space; the local search page per cent of India’s GDP. Everyone wants to reach the advertiser pays and the consumer gets it of Yahoo! is powered by GETIT and so is mBazaar out and find customers and they can find them free. The second is ecommerce and the third is of Airtel. Therefore, to get in a new set of databases in various ways. Yellow pages is just one of them. the freemium model wherein, if there are 100 with expanded geographies, becomes a lot easier. Being on search engines (both local and global), customers, only 3-4 pay, while the rest get it for having websites, presence on social platforms and free- for example, LinkedIn. Are you looking at more digital because the being on mobile apps, are the other ways. So, unlike an OLX-like business which is offline yellow pages phenomenon is dying? supported by advertising, GETIT works on the In a country like India, analog or non-digital never There are several businesses in the listings freemium model. Our audiences are the SMEs. dies. Newspapers are only growing; magazines space already such as OLX or Quikr or even Hence, GETIT’s advertising is more SME focused are launched almost every fifteen days. Certainly, the matrimonial sites. and therefore, advertising is mostly online. But yellow pages are no longer the super high growth Think about the US from an online market eventually, as we absorb the acquisition and build and super profitable businesses they used to be, perspective. There is Google and there is also the brand, we will spend on brand building, which but they are growing. the smaller Yahoo Bing!, there is Yelp, there is will be above-the-line, but only when the time is So, even while we talk about digital being the Craigslist and 25-30 odd matrimonial sites, along right. future, at least for the next 5-10 years, the print with 100 other real estate sites. And all are doing business will continue to co-exist; and in the well within their own space. What about your revenue target? smaller cities of India it will thrive much longer. The market in India is large enough for everyone The combined entity currently stands at the Rs Having said that, I don’t think we should be to exist. Today, all the local search providers put 130-140-crore mark and going forward, we want typecast into being a yellow pages business or a together, address one million out of the 30 million to become a Rs 200-crore plus company, by the digital listings or a local search business. Those are SMEs. So, there is this massive B2B opportunity end of this financial year. „ our products. waiting to be addressed. [email protected]

26 afaqs! Reporter, March 16-31, 2013 1(:60(',$ TELEVISION CHANNEL Is a Non-Cricket Channel Viable? It has happened again. afaqs! Reporter explores the feasibility of yet another sports channel sans cricket. By Raushni Bhagia

arlier, in 2012, the Indian sports genre witnessed events. “No other content can ever generate that kind Market experts note that non-cricket the launch of two channels - Sony Six (MSM) of viewership, and hence advertising,” he reiterates. based sports channels must keep costs Eand Ten Golf (Zee). Interestingly, both the Ad rates for non-cricketing events are 8-10 per low, have an exclusive sports property channels chose to make way for non-cricketing events, cent lower than those for cricketing events (barring that can drive subscription and advertising instead of keeping themselves exclusive to cricket. football). Consider this: During the Cricket World revenue, and build strong buzz around While Sony Six will be telecasting the IPL soon, for Cup, a 10-second slot was sold for about Rs 4-5 lakh, the marquee sport, while having a realistic now, its content line-up does not include cricket. while during the Football World Cup, a 10-second business plan, like Ten Golf, which gathers And now, STAR India, which already operates five slot garnered about Rs 1 lakh. However, the FCT additional revenue (apart from ads and sports channels in India, is gearing up to launch its offered by the two sports is very different. A cricket subscription) through sponsorships, tie ups sixth sports channel, STAR Sports 2. ODI could have more than 6,000 seconds, while in with golf events and promoting golf, in While cricket will be a part of the channel’s football, one barely gets 600 seconds. turn expanding the audience. „ content, the line-up will Against this, if one [email protected] also boast of a lot of non- considers any other cricketing genres like football event, the rates football, tennis, golf and are in the range of Rs motor racing, amongst 10-15,000, while for Form IV (See Rule 8 ) others. STAR Sports the India-Australia Test 1. Place of Publication : New Delhi 2 is expected to resolve series, it could be about 2. Periodicity of Publication : Fortnightly the conflict between the Rs 70,000. 3. Printer’s Name : Sreekant Khandekar telecast of cricket and non- Despite this, Pratik Whether citizen of India? : Yes cricket sporting events, Rathore, buying head, If foreigner, state the enabling the network to Maxus Mumbai, finds the country of origin : Does not apply utilise its properties, that existence of a non-cricket Address : 565, Mandakini Enclave, exist within its acquisition based channel completely Alaknanda, basket. It will also help feasible. Citing the New Delhi 110019 streamline the scheduling example of Ten Golf, he 4. Publisher’s Name : Prasanna Singh of the different sporting says, “If a comparatively Whether citizen of India : Yes If foreigner, state the events, the telecast rights new and bland sport like “If a comparatively country of origin : Does not apply of which stay within the golf has been getting Address : 72, Aravali Apartments, network. For the record, new and bland sport numbers, why not other Alaknanda, Star India has the exclusive like golf has been sports?” He goes on to New Delhi 110019 media rights for events suggest that though 5. Editor’s Name : Sreekant Khandekar organised by three cricket getting numbers, the outlays are lower Whether citizen of India? : Yes boards (India, Australia why not others?” for other sports, youth If foreigner, state the and England), in addition viewership is gearing up country of origin : Does not apply PRATIK RATHORE to the ICC rights. Besides exponentially in favour of Address : 565, Mandakini Enclave, Alaknanda, these, there are football non-cricket sports. New Delhi 110019 events such as the English 6. Name and Address : Owner Premier League (EPL), Spanish League La Liga, Italian NICHE GENRE of individuals who own the Banyan Netfaqs Pvt. Ltd. League Serie A for India and FA Cup. Star also has the ther sports, however, appeal only to niche newspaper and partners 565, Mandakini Enclave, rights to many other properties such as Formula One, Oaudiences. A media planner explains that even and shareholders holding Alaknanda, MotoGP, Wimbledon, Australian Open in Tennis, with increasing popularity of such sports, broadcasters more then one per cent New Delhi 110019 and the PGA Tour. still face challenges in selling the properties. He cites of the total capital afaqs! Reporter explores how feasible it is for any the example of the Hockey League and says that even Shareholders holding more than one per cent of the total sports channel to stay away from cricket and remain if the numbers for hockey viewership have grown, capital viable. Industry experts seem largely pessimistic about ESPN had a tough time recovering its money on the the viability of a sports channel sans cricket, albeit Hockey League. 1. Sreekant Khandekar, 565, Mandakini Enclave, Alaknanda, New Delhi 110019. agreeing on the increasing traction of other sports. This could be due to multiple factors- scale of the They express doubts about these channels’ abilities sport, the India telecast time and the general perception 2. Sandeep Vij, E 98, Greater Kailash I, New Delhi 110048. to attract ‘enough’ revenues to remain viable. While of the event. Football and tennis are decidedly bigger 3. Shyam Khandekar, Secr Runsinkbrink 1, 2731 AG, conceding, that the acquisition costs for non-cricket draws than badminton or even basketball. In another Benthuizen, The Netherlands. sports are lower, they add that revenue realisation, example, acquisition cost and hence the viewership, 4. Sanjay Kapoor, 8/1 Shanti Niketan, New Delhi - 110 021. too, is low for such properties. of Wimbledon and French Open is likely to be higher 5. SEEDFUND, 001, Turf Estate, Shakti Mills Lane, Off A media planner, on condition of anonymity, than that of the US Open, because the matches are Dr E Moses Road, Mahalakshmi, Mumbai 400011. says that sports channels garner a higher share of more suited to Indian prime time. EPL has become 6. Prasanna Singh, 72, Aravali Apartments, Alaknanda, New Delhi 110019. subscription revenues, so the expectation is based a more expensive buy in the past 10-15 years, as the on growing digitisation. “Non-cricket channels will matches have been timed to be more suitable for Asia. I, Prasanna Singh, hereby declare that the particulars given break even on the back of a few marquee sports events La Liga, too, followed suit recently. above are true to the best of my knowledge and belief. and even make money,” he states. Jamuar explains that only a handful of non- Kunal Jamuar, executive director, West, MPG, cricket sports gather viewership, including Grand explains that it is very unlikely that the revenue flow Slams, Formula One, WWE, EPL, UEFA and MMA Dated: March 16, 2013 Sd/. Prasanna Singh Signature of Publisher of such channels will be comparable to cricketing Fighting.

afaqs! Reporter, March 16-31, 2013 27 ,17(59,(: ASHOK VENKATRAMANI> CEO, MCCS “News is bought by brand name”

and advertised in multiple mediums - television, print, outdoor, radio and digital. However, we pulled back the television campaign after six weeks. In fact, the campaign achieved the reach frequency objectives within the first three weeks. There was no point in repeating the message over and over again. The reason it worked was that our message was simple.

You could have used the occasion to emphasise ‘new, improved’. We wanted to keep the problem simple, the solution simple and not complicate life by talking about something ‘new and improved’, which may not have seemed that way to the consumers. It would then have appeared as if we have failed to deliver on our promise. We thought we would continue to be who we were and what we were - with same level of flair and fulfillment. So, the task, though not simple, became manageable. It was also a genre issue. We are not a lifestyle brand; we are a news brand. Our job is not to sell dreams; our job is to hold up a mirror (to society).

Your learning: what makes up a news channel brand? SUSHIL KUMAR Credibility. At the end of the day, news is bought What exactly is a brand, especially in a ferociously-competitive space such as the by brand name and not by programme name. In that sense, news is more classical brand than any news business? Is it the channel name and logo, the anchors or the look of the other genre. General entertainment and sports channel? The CEO of MCCS answers this and more. By Rashmi Menon channels are bought by programme. So to me, channel credibility or brand equity is the same. The second aspect is people. We were systematic edia Content and Communication ran the risk of business disintegration. in our communication to four clusters - our Services (MCCS), a joint venture employees, media buyers and clients, newsmakers/ Mbetween the ABP Group and Star India, Did you have enough time? sources and our audience. Third, it was important faced these troubling questions last year, when the There is never enough time! You always feel that that we executed the transition with speed and agreement that allowed it to use the STAR name if you had had more time, you could have done finesse. On June 1, we ensured that all employees was terminated. All the channels had to drop the things better. We didn’t have time for research. had the new ID, mike ID and new logo. powerful STAR prefix. We were worried, nervous and concerned. We Ashok Venkatramani, CEO, MCCS, recalls took decisions purely by logic and gut feel. Now Your view on what digitisation will do to the those days and the lessons learnt. Excerpts: with the benefit of hindsight and with things going news business. well, we could say we had sufficient time! The carriage fee will be brought down to a List the challenges as you first saw them. There was no fluctuation in viewership as manageable level. We are all paying crazy monies A big concern was, what would happen to the our campaign took a sharp, high burst. In fact, right now, which is far more than what we viewership ratings and, hence, the advertising ourselves get from the business. rates. Our biggest challenge was that we had a “We were worried, nervous It will also clear out the pipeline between generic name. So, if we removed Star from Star broadcasters and consumers, which will enable News, we were left with only ‘News’, which and concerned. We took us to command a fee for our content. Hence, we didn’t connote anything. The problem was a little will be able to move our revenue from purely less with the Bengali and Marathi channels (STAR decisions purely by logic advertising to subscription and advertising. This, Ananda and STAR Majha, respectively), as they in turn, will encourage good quality content. The had a unique suffix. and gut feel.” industry’s financial health will improve. Today, So, we had to figure out how to transfer the the viewership ratings of all three channels are the return on investment is pathetic. brand equity and credibility of the channel, which consistently better than even the old ratings. The other consequence of digitisation is that was vested in the old name, to a new name. For a the consumer will now get choice. How many brand, its brand name and identity are everything. How much time did you have to prepare for news channels are consumers going to watch? For a news channel, the entire identity, credibility the name change? There is empirical evidence, which shows that a vests in that name and logo. We had to think of It took us four months. We came to know about person on an average views only about six or seven the consequences post the transition. What if the the transition in February, 2012. We then launched channels in all, while a household watches about consumers didn’t recognise us, didn’t relate to a two-month campaign to make people aware of 15-20 channels. When this happens, brands will us? We would then have been no different from a the change. Like classical brand communication, have to face reality. „ news channel launched a day earlier. We genuinely we looked at target audience, reach and frequency [email protected]

28 afaqs! Reporter, March 16-31, 2013 1(:6',*,7$/ DIGITAL AGENCIES Can They Stand Alone? Agency folk look at the trade-off between staying independent and getting acquired by a multinational agency network. By Anindita Sarkar

ver the past year or so, international 360 degree marketing solution to the client. So While GroupM, with multiple agencies, advertising agency networks have yes, standalone agencies can continue to stay has 40 per cent share of mainline advertising, Oacquired about half a dozen digital independent if they are so inclined. The question Madison as a single agency without any global agencies in India. And now comes news of is what their vision is for themselves, what scale alignment manages to control over 12 per cent Interactive Avenues being snapped up by IPG they want to achieve and what kind of services do of this market. This speaks volumes about the Mediabrands. Does it mean that independent they want to offer. future possibilities for independent agencies. agencies no longer have much of a future in Our agency has my very close family members India? VIVEK BHARGAVA, as investors. There is no pressure from anyone CEO, iProspectCommunicate2 for an exit. SIDHARTH RAO, For me, the question We have great clients/brands with whom we CEO and Co-Founder, Webchutney is not whether have fostered relationships for over nine years Staying independent independent digital now. Some of the brands have global alignments. or getting acquired, agencies can survive It has not affected our relationship. Quality of have their own in the long run but deliverables alone will determine our future or sets of pros and whether independent that of any independent agency in the long run. cons. One needs to conventional media Remember, we probably work harder at our really evaluate this agencies can unless job because we don’t have any global parent, in the context of they acquire digital no global alignments to protect us. We have to timing, where their expertise. ensure full client satisfaction. business is, where Digital has Talent can be retained, clients can be signed the founders’ or the become the spinal up, and value can be built simply because of the management’s minds cord of most product you can finally deliver. So long as an are. Independent organisations. It is not owner can run and wants to run the business, any shops are culturally only critical for customer acquisition but plays a independent agency can thrive and flourish. rather than role in brand building, information dissemination, financially driven. At the same time, a networked cross-up-selling and understanding consumer KIRAN GOPINATH, digital agency stands to gain access to the network trends. Experienced marketers have realised that Founder and CEO, Ozone Media business, know-how and centralised tools and unless digital and mobile are given their due Currently, the top five trends in the advertising capabilities on being acquired by a large network. importance in marketing plans, business goals space are: the digital At some point in the next couple of years, my will not be achieved. Given the context, it is world is a living sense is that a lot of ‘older’ independent agencies paramount for each media group to strengthen organism and will will explore their options with networks. And its digital expertise to ensure long term growth. continue to change at the same point, a lot of exciting independent Meanwhile, joining a large media group shape at a fast pace; agencies will crop up. All in all, in the Indian definitely encourages independent digital agencies agencies which can context, the next few years will be exciting. There to draw symbiotic synergies from the network. help advertisers will always be room for large network agencies as The network brings in accelerated learning of a understand well as for independent agencies. large organisation and the opportunity to tap into and interact or the expertise of many individuals with specialised communicate with VIKAS TANDON, knowledge. a fast-changing Managing Director, Indigo Consulting Advertising is getting very complex; it is true consumer mindset A standalone that large enterprises are looking at a single media and behaviour will agency has its own group that gets the best specialist agencies under a prosper; growth of advantages such single umbrella. And, such enterprises have acted self-serve platforms will challenge large network as nimbleness and like catalysts in many digital agency acquisitions. agencies as pure trade desks; technology solutions speed, and similarly that provide a targeted relevant audience will being part of a CHHAYA BALACHANDRAN AIYER, drive digital spends and partnerships and alliances larger independent CEO and MD, BCWebWise will drive end-to-end solutions to the advertiser. group brings its In an agency So yes, digital agencies can continue to stay own benefits of structure, with independent if they can carve out a niche for global expertise and multiple investors/ themselves in the ecosystem by identifying their learnings. However, ownerships widely strengths and building on them (exclusivity, this cannot be distributed, the technology solutions, audience and data); move looked at solely from need for mergers away from the comfort zones of the past and the stand point of are largely related to take stock of the crowded marketplace; invest whether or not standalone agencies can continue valuations and exit in building products that feed on audience data, to stay independent. A large number of brands - strategies, a reason interests, and all segment slices (the mantra services and products - are global or going global why Madison has is reach, relevancy, results); explore alliances/ and digital is becoming an integral part of overall probably not sold partnerships to become an end-to-end solution marketing efforts. out yet. It is owner- provider and people will continue to be the Keeping the above in mind, aligning oneself driven from a backbone of their existence (good account with a larger international network can help an shareholding point managers with a consultative approach). „ agency to scale quickly and offer a complete of view but very professionally run otherwise. [email protected]

afaqs! Reporter, March 16-31, 2013 29 1(:60(',$ CRIME SHOWS Why Crime Pays on Television While dramatised crime has had limited success on news channels, it is thriving on General Entertainment Channels and several new shows have been launched. By Raushni Bhagia

he crime genre on Indian A Criminal Mind on Colors, depicts television has been through cases in which crime is driven by Ta number of ups and downs. forces such as superstition or revenge. And, in its latest avatar, it has possibly On the regional front, Big Magic, more followers than it has ever had. a Hindi GEC, telecasts Pyaar ya While serials like Byomkesh Bakshi Dehshat and Police Files. The latter is (1993), Karamchand (1980s) and along the lines of Crime Patrol, albeit Tehkikat (1994) on Doordarshan laid restricted to the regional boundaries the ground for fictional crime shows, of the Hindi heartland, while Pyaar ya a more advanced form appeared in Dehshat focuses on crime around love the reproduction of real life crime and relationships. incidents in shows like India’s Most Wanted (Zee TV-1999), Crime Patrol CRIME NOT NEWS (Sony-2003), Sansani (STAR News, hile the concept of dramatising ABP News-2004), Vardaat (Aaj Tak- Wreal crime incidents was 2004) and ACP Arjun (India TV), criticised to death on news channels, amongst others. why is it accepted and more However, while India’s Most Wanted successful on GECs? Is crime the new on Zee has ceased airing, Crime Patrol entertainment? on Sony is still on air, clocking an On a larger framework, the main average of 3-3.5 TVRs, completing 10 reason for the criticism was that news years in 2013. In the past year, three such shows While Crime Patrol mainly focuses on cases solved channels were meant to be ‘informative’. have been introduced on national GECs, and two by the police, on Life OK features Neel Kamal, COO and senior VP, international, on a regional GEC, Big Magic. All of these garner cases where citizens have fought back. Gumrah Madison, is of the opinion that the entire quality TVRs between 1 and 2, which is termed above on Channel V (repeated on Star Plus) reproduces of production and approach “had a negative impact average. The ‘it really happened’ factor drives the cases of juvenile crime and tries to analyse the on the credibility of the news channels.” viewership. ecosystem in which teen crimes are conceived, “In the purest sense, news channels are supposed The nature and treatment of each is different. and the circumstances that lead to it. Shaitaan - to provide unbiased coverage of the facts, without any dramatisation,” reminds Prem Kamath, EVP and GM, Channel V. GECs argue that dramatised reproduction of 5HDGLQJ5RRP crime is an attempt to sensitise the audience. Possibly, but it is hard to ignore that the shows fetch channels good viewership. Producing these NABENDU BHATTACHARYA shows is also less expensive than creating soaps. In President, other words, the business logic is compelling. The Milestone Brandcomm question is: will viewer interest persist or is this a passing phase? urrently, I am reading ‘Blue Ocean Strategy’ by W Chan Kim Kamath suggests, “These shows focus on a very Cand Renee Mauborgne. It’s a book, which challenges every- primal, voyeuristic instinct of viewers, by getting thing you thought you ever knew and talks about how tomorrow’s really close to the crime. That’s what really keeps leading companies should not battle for existing market share, but viewers coming back for more. In that sense, some charter into untapped market spaces. It teaches how to create a form of this content will always be in demand. company of the future by creating strategic moves, making constant We have made a conscious effort to focus on the innovations, opportunity maximisation and risk minimisation. environment of crime, rather than the gore itself.” I read management related books, autobiographies of entrepre- Ajit Thakur, GM, Life Ok, believes that it is a neurs and industrialists, political leaders and sports personalities and part of life. “Whether we like it or not, crime has sometimes fiction. I love to catch up on global brands. My all time become a part of society. The more aware and alert favorite books are ‘Ogilvy on Advertising’- working in Ogilvy for so people are, the safer they will be. It’s a relevant many years has left a mark on me, and ‘Stay Hungry Stay Foolish’ by Rashmi genre and is here to stay,” he says. Bansal, which is about 25 IIM graduates and their successful entrepreneuriall Sunil Kumaran, business head, language TV, journeys. The third one is ‘Good to Great’ by Jim Collins, which is aboutt RBNL, opines that the relevance of the show has to identifying and evaluating factors that allow small companies to make a be maintained, for it to continue getting numbers. transition from good to great. If monotony is established, viewer fatigue may kill I also liked ‘Men of Steel’, an in-depth profile of 11 biggest the genre. business barons of India, from traditional industrialists Ratan Tata The success of Crime Patrol has already seen a and KM Birla, to new age technology gurus Nandan Nilekani and number of similar programmes being launched Azim Premji, among others. across channels, with many more in the pipeline. My favorite childhood reads are Byomkesh Bakshi by Sharadindu “While the genre is here to stay, not all programmes Bandyopadhyay, Amar Chitra Katha, Chacha Choudhary and Enid will get audience traction,” cautions Vidyadhar Blyton stories - Famous Five and Secret Seven. „ As told to Devesh Guptaa FRQWLQXHGRQSDJH>>

30 afaqs! Reporter, March 16-31, 2013 60$57,'($

IDEA Rural Connections The telecom brand has launched a three-month long campaign in the rural areas of Karnataka. It uses transit media such as government buses and water tankers to spread the brand message and increase visibility. By Devesh Gupta

ith an aim to increase its the water is supplied via tankers, so presence in the rural areas painting them brings a large audi- Wof Karnataka, Idea Cellular ence closer.” has launched a massive out of home He adds that the main consid- campaign that began in January and eration for this campaign was to will continue till the end of March. increase reach and exposure to the The campaign uses transit media rural population, with minimum such as state government buses and logistic hassle. water tankers, branded Gour Gupta, CEO, with the Idea logo and Platinum Outdoors a message in Kannada (the OOH agency for saying ‘Idea Network this campaign), says, Connects More “Looking at the size of than 21,000 Towns the state of Karnataka and Villages across Karnataka’. Idea has painted 200 buses and and the huge spread of population 60 tankers that carry in rural areas, reaching out to poten- water in six to eight tial mobile users through regular districts. outdoor media is a challenge. Also, The telecom brand Gour Gupta communication becomes efficient aims to create aware- and effective when it has a local con- ness about its seamless coverage and nect.” network across rural Karnataka. The Idea is the 3rd largest mobile campaign is spread over 80 towns of services operator in India with a South India, including Tier 2 and subscriber base of over 117 mil- Tier 3 towns, that provide a potential lion. It operates across all 22 service market beyond the over-penetrated areas with 2G services and 3G ser- metros. vices spread over 3,000 towns and The Idea spokesperson says, 10,000 villages. Recently, it launched “These buses move from one region The campaign is spread over 80 towns of a major outdoor activity at Kumbh to another, thus giving the brand Mela in Allahabad. „ visibility across a lot of towns and South India, including Tier 2 and Tier 3 [email protected] villages. Also, there are places where towns.

Stories featured on this page highlight innovative usage of media using various vehicles like print, broadcast, digital and out-of-home.

afaqs! Reporter, March 16-31, 2013 31 1(:60(',$ ETV KANNADA South-bound The Kannada version will be hosted by actor Sudeep. News Bureau

TV Kannada has bagged the format rights with their favourite to produce Bigg Boss for the Karnataka celebrities. Emarket; the show is expected to go on-air in Deepak Dhar, March. The show will see local newsmakers and CEO, Endemol India, celebrities from all walks of life entering the Bigg elaborates, “Bigg Boss Boss house. has connected extremely The channel has roped in southern superstar well with Indian Sudeep to take the place of in the audiences because it regional version. showcases reality in its The first Indian version of the show (Bigg truest, unadulterated Brother) was first aired on Sony and later shifted form. Season after to Viacom18’s Hindi GEC, Colors. The format is season, it has been owned by Endemol globally. The show has run in the talk of town and its Hindi version for six seasons. In Season 5, the to maintain the same show was shifted in and out of the prime time slot for its bold content. There have been many examples of successful Hindi shows being remade for the regional markets and vice-versa, including , CID, Balika Vadhu, Dance India Dance, Rakta Sambandha, Pavitra Rishta and Pratigya, amongst others. Jhalakk Dikhla Ja, it rumoured, is up for a remake in Bengali. In an official communiqué, Parameshwar Gundkal, programming head, ETV Kannada, amount of fanfare in source of communication with the outside world. explains that Bigg Boss is the best show available its Kannada version, With cameras tracking their every move 24x7, for the viewers to get up close and personal we have incorporated the contestants have to do without basics such as Dhar: going regional a gamut of innovations television, books, internet or their phones. and new ideas based on Abhishek Rege, COO, Endemol, says that Endemol could look at our observations and while the Kannada adaptation of the format is the adapting the format in learning from the show format world over.” first step in that direction, the production house As per the format of the show, a group of could look at adapting the format in other local other local languages too. celebrities are confined to a living space for 14 languages as well. „ weeks, without any kind of entertainment or [email protected]

<< FRQWLQXHGIURPSDJH the footage. An absence of graphic Kale adds, “While the key target Uttar Pradesh and Madhya Pradesh. violence makes the shows more for this genre is young and middle viewer friendly. aged men, the programme garners ADVANTAGE CRIME Why Crime Pays... As news targets a specific audience fairly good viewership from the PATROL group (C&S 15+), which is a subset of female audience too, and is showing ompetitors unanimously Kale, GM, Maxus Mumbai. the target group of GECs (C&S 4+), promising numbers across SECs. Cattribute the success of Crime Kamal of Madison agrees that the sampling increases in the case of There is a clear skew towards a metro Patrol to its focus on picking the the genre is here to stay “till our most recent events, while they are society becomes crime free”. Which still fresh in the minds of people. is another way of saying, forever. Another attraction is that the scenes To run the shows on GECs, the are shot at the very site of the crime, production quality has to be higher, along with the anchor, who narrates but that is more than offset by the the episode while walking at the spot. higher advertising revenue. A media planner observes that Anchors play a very important while crime as a genre nearly died role in crime shows. Like brand after DD and India’s Most Wanted, ambassadors, they enhance the CID invigorated the genre and now message and increase impact. Crime Patrol is taking it forward. Anup Soni of Crime Patrol was Kamath, Thakur and Kumaran: partners in crime Kale says, “The success of the one of the 10 most popular faces show is also driven by the choice of on television in 2012, as per an GECs. The best example of the TG audience.” time band. Most key programmes Ormax report. Shaitaan on Colors variance are the ratings of Gumrah. Saavdhan India, which started with of the weekend are over by 11 pm features . Also, given The show records 0.7-1 TVR on 0.7 TVRs, currently averages at 1.7 and there is little competition for the the vigilant Broadcast Content Channel V (original telecast), while TVRs on Life OK, Shaitan on Colors show. The third success factor is its Complain Council (BCCC), the the same show fetches 1.2-1.7 TVRs garners between 1.2-1.8 TVRs. Police cross-audience appeal.” „ GECs take great care while editing on Star Plus, in a repeat telecast. Files, too, averages at 1.4-2 TVRs in [email protected]

32 afaqs! Reporter, March 16-31, 2013 TRAVEL PLEASES THE FIVE SENSES! RAJIV RAO National Creative Director, Ogilvy & Mather

IfIf there is one place you can keep goinggoing HephzibahHephzibah Pathak, Ogilvy & Mather. We backback to forfor a hholiday,oliday, wwherehere wouwouldld it bbe?e? havehave beenbeen to many trips togethertogether andand sheshe is NewNew York.York. I can go therethere a mimillionllion times anandd oneone fantastic person to traveltravel with.with. notnot get bored.bored. Its thethe worldworld city. You willwill mmeeteet everyoneeveryone from all over the world there. What has been youryour “Life me ek Baar” I feel most comfortable and at home in NeNeww moment?moment? YYork.ork. MyMy trip to Cape Town. Me and mymy colleagues,colleagues, we did the most awesome and Tell us three good things about travelling. thethe most daring thing we had ever done in See new. Hear new. Taste new. SmeSmellll new. ourour lives-lives- Skydiving.Skydiving. In a placeplace llikeike Cape ppeopleeople to makemake a journey fun. I travetravell witwithh SpeakSpeak newnew.. Town,Town, its awesome. Everyone sshouldhould ddoo it ppeopleeople I lloveove andand connect with.with. atat least once. WhenWhen youyou travel, what is a must carrycarry What has been yyourour worst travel for you?you? What and where has been yyourour best moment?moment? WhWhy?y? Tea bags. Its usually difficult to find the ones bazaarbazaar bargain so far? I left my passport in a cab in Shanghai and thatthat I am used to, so I make it a point to carrcarryy Bangkok.Bangkok. I was at the airport. I did not have the cab them.them. driver’sdriver’s number, but fortunately the hotel WhichWhich hhasas bbeeneen tthehe most unique wherewhere I was staying hadhad bookedbooked it for me. So WhenWhen andand wherewhere diddid your bestbest holidayholiday destinationdestination thatthat you ever visited.visited. WhenWhen I cacalledlled tthemhem up, bbutut hhadad a reareallylly tougtoughh time happen?happen? andand whwhy?y? explainingexplaining what had happened. It was quite Amsterdam.Amsterdam. One of mmyy first trips to Europe ItsIts Peru, I went there last year.year. The Machu terrible.terrible. and so the best one. It is the oldest and the PicchuPicchu is the most unbelievable and awesome best so far. placeplace I have ever been to. You really have to What is the best souvenir you ever bought seesee it to believe it. It was one outstandingoutstanding forfor anyoneanyone?? As a traveller,traveller, what’swhat’s your tip fforor thethe experienceexperience and is difficult to describe in I bought a beautiful mask from Venice for others?others? words.words. It’s one of thethe most beautifulbeautiful placesplaces mymy mother.mother. TravelTravel light,light, just carry thethe barebare necessities. onon Earth.Earth. What is yyourour “Life me ek Baar” vacation, A colleague/co-workercolleague/co-worker from yyourour TellTell us how have yyouou managedmanaged to make thatthat youyou would definiteldefinitelyy want to ggoo industryindustry with whom youyou would like to a journeyjourney fun. on?on? gogo on a holiday. I believe its important to travel with the right Ladakh.Ladakh. It’s on top of my list. „ 1(:63(23/(

A round up of some major people movements >> MOVEMENTS/APPOINTMENTS<< in the last fortnight MAINLINE MEDIA DIGITAL

hat came as an edia vertical has experienced a few he digital end of the media and entertainment Wimportant bit of Mimportant changes in the past few Tindustry also saw a few major changes. Media news in the advertising weeks, including the appointment of Indian technology network Komli Media announced the industry was the Broadcasting Foundation’s (IBF) secretary gen- restructuring of its business teams. quitting of Amardeep eral, Shailesh Shah. With more than 28 years Gulshan Verma, erstwhile MD of Komli Media, Singh, chief creative of experience in a variety of industries, Shah India and North America businesses, will now officer, Law & Kenneth. will augment IBF’s efforts to build a robust and also oversee all regional and business managing Singh was leading profitable broadcasting industry in India. directors, across Komli Media Worldwide. He will the creative functions Shah has worked with several major compa- work as chief revenue officer. of North and East nies such as The Hay Group, Price Waterhouse, Also, Akshay Garg, co-founder of Komli Media regions and had joined AMARDEEP SINGH Watson Wyatt, Satyam Computers and the and MD for Southeast Asia, is set to assume a the agency in August, JSW Group. He was also associated with sev- larger responsibility as head, strategy and business 2012. Based in Delhi, eral organisations such as The World Economic operations across Komli, globally. Singh reported to Charles Victor, national creative Forum, The Economic Development Board of Mathew Ward has director, Law & Kenneth. Singapore and NASSCOM. been promoted as MD, This was Singh’s second stint with the Meanwhile, after a Komli Media, SEA agency; he had worked with the agency in 2011. long media career, that while Pritesh Patel will With an experience spanning 22 years, Singh started in films and be the new MD, Komli has worked on various brands including Jet then moved to cor- Media India and West Airways, Domino’s, Coke, Perfetti, Yamaha, porate, Amit Khanna, Asia. Hindustan Motors, Suzuki, Seagram’s, Radico chairman, Reliance At McCann Erickson Khaitan, Bacardi, Nestle, SmithKline, Dabur, Entertainment has Commonwealth, R P JK Tyres, Grasim, ABN Amro Bank, PVR decided to move on Singh, head, digital, Cinemas, Oberoi Hotels, Bausch & Lomb and and dedicate his time APAC and West Asia FOTOCORP Unitech. Singh’s campaign for Domino’s, for to personal interests. put in his papers at the R P SINGH won him an Effie silver and Campaign of the Interestingly, company, to join Sirez Year by Delhi Ad Club. For the GPI Bravery Khanna plans to doc- AMIT KHANNA Group as CEO. TVC Singh bagged an Abby award. ument the history of Rammohan In another movement in the creative business, Indian media since the 18th century, something Sundaram, erstwhile Sujit Das, executive he says he always wanted to do. co-founder and CEO creative director, Pickle Khanna is an industry veteran with 43 years of digital advertising Lintas, put in his papers of experience. Born in 1951, he is an alumnus network, Networkplay, and decided to test of St. Stephens College, New Delhi. He began has launched his waters overseas. He his career as an executive producer with the late own venture named joined Moringa Ogilvy, actor/producer Dev Anand’s Nav Ketan films PlatformPlay Media. an Ogilvy Worldwide in 1971. According to the com-

partner agency, in After spending nearly 18 years in the film pany, PlatformPlay will FOTOCORP Uganda. Although his industry, he moved to the corporate sector. In be the India-entry strat- RAMMOHAN SUNDARAM designation remains 1989, he joined Plus Channel (India) and served egists for various digital the same, Das will head as managing director for 11 years (till 2000), publishers across the globe. The venture is backed SUJIT DAS the creative function at after which he joined Reliance Entertainment by Manish Vij and Harish Bahl-led Smile Vun the agency in Kampala, as chairman. „ Group. „ Uganda’s capital. Das will report to Peter Magona, managing director of the agency. Some of the brands MARKETING handled by the agency include Airtel Uganda, Nile Breweries (part of SABMiller), Unicef, Umeme, he marketing fra- joined Yebhi.com as chief business officer. In dfcu Bank Uganda and MoneyGram International. Tternity has seen a his new role, Rungta will be responsible for In his 17 years in advertising, Das has lot of shuffling at the leading strategy, planning and execution of the worked on several major brands including Dell, senior management company’s sales, marketing and product devel- Weekender, Nestle, Maggi, Britannia, ITC level in the past fort- opment. Rungta will be based in Gurgaon and Ashirwad, TVC, Titan Eye+, Nalli, MSN, Intel, night. Lakshmikant will report to Manmohan Agarwal, CEO, Big ING and Reckitt Benckiser portfolio brands - Gupta, who quit LG Shoe Bazaar India, the brand owners of Yebhi. Dettol, Harpic, Cherry Blossom, Lysol, Robin Electronics India as com. Rungta joined Google India, in 2009 and Mortein. chief marketing offic- as country marketing Meanwhile, Sanjay Panday, senior vice- er, has joined redBus. head. He has about president, DDB Mudra, Mumbai, has been redBus is the flagship LAKSHMIKANT GUPTA 15 years of work designated as head of Gutenberg Networks brand of Bengaluru- experience, across India, a global integrated marketing production based bus ticketing company, Pilani Soft Labs. sales, marketing and organisation, that is part of the Omnicom An MBA from IMT Ghaziabad, Gupta began advertising domains. Group. his career with IMRB in 1996 and served as He has worked with Panday has been with the DDB Mudra Group associate project director for five years. He has several companies for more than five years and has about 20 years of worked with Gillette and LG Electronics in his such as Shaw Wallace industry experience. Some of the key brands he 17 year long career. & Company and has worked on include Cadbury, ITC, Emirates, In yet another important movement, Google Contract Advertising Videocon, Emami and Asian Paints. „ India’s country marketing head, Nikhil Rungta, NIKHIL RUNGTA among others. „

34 afaqs! Reporter, March 16-31, 2013