Digital Advertising
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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 Mumbai 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, India 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 Pavitra Rishta (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 Kavita Kaushik), 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.