September 16-30, 2018 Volume 7, Issue 7 `100

INTERVIEW SHAILESH KAPOOR FOUNDER AND CEO, ORMAX MEDIA MR. SOOTHSAYER An interview with the man who foretells the fate of video content across platforms - Ormax Media’s Shailesh Kapoor 16 RAHUL JAUHARI JOINT PRESIDENT REDIFFUSION

6 19 20 PLUS RR KABEL No Holds Barred 12 POINTS OF VIEW Is Ambush Marketing Making a Comeback? 15 MOVEMENTS & APPOINTMENTS COCORIDE EUREKA FORBES PHILIPS The ‘Caring’ Policy Trying to Stand Apart Decoding Sleep Apnea Who’s Where 26 A look at the insurance Aquaguard takes a subtle dig This viral video gives serious brand’s maiden digital film. at Kent. Or does it? thought to a sleep disorder.

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This fortnight... Volume 7, Issue 7 Mirror, mirror, on the wall… EDITOR Sreekant Khandekar Will this content work at all? PUBLISHER September 16-30, 2018 Volume 7, Issue 7 `100 Sreekant Khandekar

INTERVIEW SHAILESH KAPOOR This fortnight, we interviewed the most sought after modern day soothsayer - EXECUTIVE EDITOR FOUNDER AND CEO, ORMAX MEDIA Shailesh Kapoor of Ormax Media, whose job it is to predict whether video content Ashwini Gangal MR. will work or not. The way ‘share-ability’ is the most important thing for all kinds ASSOCIATE EDITOR SOOTHSAYER Sunit Roy An interview with the man who of online content, ‘social advocacy’ is the hallowed index for video content across foretells the fate of video content across platforms - Ormax PRODUCTION EXECUTIVE Media’s Shailesh Kapoor OTT platforms, movies and TV. That is essentially the ‘word of mouth’ value a Andrias Kisku 16 piece of video content commands. Social advocacy is how video content is discovered. ADVERTISING ENQUIRIES RAHUL JAUHARI JOINT PRESIDENT REDIFFUSION The only question content creators ought to ask themselves is – “After watching Shubham Garg this, will people tell their friends to watch it?” It’s as simple as that. If only making 81301 66777 (M) ‘recommendable’ content was just as easy. Apoorv Kulshrestha 9873824700 (M) 6 19 20 PLUS RR KABEL Noida No Holds Barred 12 POINTS OF VIEW Is Ambush Marketing Making a Comeback? 15 I spoke to Shailesh about the psychology of the Indian ‘video consumer’. What Nikhil Jhunjhunwala MOVEMENTS & APPOINTMENTS COCORIDE EUREKA FORBES PHILIPS The ‘Caring’ Policy Trying to Stand Apart Decoding Sleep Apnea Who’s Where 26 9833371393 (M) A look at the insurance Aquaguard takes a subtle dig This viral video gives serious do Indians want to watch? What kind of content will work in the days ahead? One brand’s maiden digital film. at Kent. Or does it? thought to a sleep disorder. Mumbai of the most interesting takeaways from my chat with him was – today, the nature [email protected] of video-on-demand content is determined more by the sensibilities of the people MARKETING OFFICE making it than by the preferences of the people watching it. That’s partly why a B 3, Ground Floor, Sector 4, Noida -201301 Uttar Pradesh lot of the content on OTT platforms tends to be dark, both metaphorically (edgy, disturbing, violent) and literally (low on brightness, light). Film makers experience MUMBAI 302, Makani Center, 3rd Floor, a sense of liberation when they craft OTT content because the platform affords Off Linking Road, Bandra (W), freedom of the kind our censorship-plagued feature film canvas doesn’t. Mumbai - 400050

SUBSCRIPTION ENQUIRIES Speaking of liberation, the ‘OTT watcher’ in India also experiences a rare sense [email protected] of freedom while consuming content on these platforms, because it is, by design, a Owned by Banyan Netfaqs Pvt Ltd and solo viewing experience. In India, video content consumption has, traditionally, Printed and published by been either a ‘family activity’ (television) or a community event (movies in theatres). Sreekant Khandekar, at 7-A/13, Ch. Ratan Singh Complex, OTT has changed that. Consequently, the appetite for dark, intense content has Jawala Heri Market, Paschim Vihar, developed. Shailesh cautions against overdoing this kind of content: “OTT needs New Delhi-110 063. more variety…” Printed at Artz and Printz 208 DSIDC Sheds, Okhla Industrial Area, Phase 1, New Delhi - 110020

Cover Photograph Ashwini Gangal Yashpal Bhagat Singh [email protected] CONTENTS 14 21 RESIQUICK The Challenger Will Resiquick’s ambush of Fevikwik stick?

13 ERRATA INTERVIEW The blurb and the photograph in Bishwajeet Samal the article on No Marks are of Sandeep Verma, president - sales After a three-year stint and marketing, Bajaj Corp, and in Germany as regional not as attributed. marketing manager for 23 (Issue dated August 16-31, 2018). Europe, Samal has returned NEROLAC OBITUARY to India as head of marketing A New Twist Nitish Tipnis The error is regretted. Editor for the brand here. How Nerolac rides its B2B strength Sanjay Tripathy pays homage different is the market now? to boost its B2C market. to a friend and professional.

afaqs! Reporter, September 16-30, 2 0 1 8 5 e

COCORIDE The ‘Caring’ Policy A closer look at vehicle insurance brand CocoRide’s maiden digital film. By Sunit Roy

ith insurance becoming “We did not want to appear an instrument for showcasing a dire situation, which W‘planning the future’, is often when a person thinks of communication has almost become insurance. Therefore, the branding is restricted to the man/father as the at the end, to inform the viewer that power-centre where financial this is our message,” explains Sinha. planning decisions are made. Speaking about the challenges that Challenging this stereotype, COCO come with creating a digital campaign by DHFL General Insurance has for a bike insurance category, Pops launched its first digital-only says, “For any new brand, the most campaign - #CareMoreHaveMore important thing is to reach the right - for its retail two-wheeler policy - audience and create affinity. Since, COCORide. it’s a mobile-first digital brand, to Conceptualised by establish it digitally, without using HyperCollective and directed by Punarvasu Naik, the film showcases the need for motor insurance. The first leg of the #CareMoreHaveMore campaign speaks to two-wheeler owners, and how insuring a vehicle can provide long-term benefits. The over two-minute-long brand film focuses on two key aspects - empowering women, and the protection of one’s loved ones and prized possessions. More importantly, it breaks gender stereotypes. The video shows a daughter asking her father for the keys to his bike. Although her father refuses she nonetheless enjoys riding “The logic is it in secret (or so she thinks), until it pausing, “Mumbai, Hyderabad, traditional media such as print or TV, is hit accidentally by a vehicle when simple - the Bangalore, and Delhi along with is difficult.” parked on the street. premium cities such as Pune, Chandigarh The father simply uses the and Ahmedabad see the most traffic WELL EXECUTED? insurance provider’s app to call for is smaller for and conversions for us through Priti J Nair, co-founder and assistance and get the bike fixed. our online channels, so far. There director, Curry Nation, opines He then lets her ride it with the two-wheelers and is traffic building from cities like that the brand has made the point understanding that it will become hence, the effort.” Lucknow, Indore, Bhubaneswar, wonderfully. She says, “What most her responsibility to look after it if Siliguri, Sonipat, and Patna.” long-format digital indulgence often she’s going to use it. VIJAY SINHA Says Pops, “An insurance product misses is the role of the brand. Speaking about the storyline, has to take care of the policyholder’s This one does not do that. The KV Sridhar, aka Pops - CCO and needs, else it won’t be sold. So, bike getting totally wrecked and chairman, HyperCollective, says, (National Family Health Survey) the caring aspect is what we have coming back looking ‘chakachak’ “It’s quite a cliché that a girl is always survey was conducted, 43 per cent of associated with a bike while a guy married women between 15 and 49 is always referred to with a bike. years, had reported working in the The campaign aims at targeting existing bike However, in India there are many past 12 months. This proportion has owners with three-four-year-old bikes. women bikers; many even going on declined to 31 per cent in the latest cross-country rides.” survey (2015-16). COCO aims to explored.” The campaign does not underlines a really strong brand role. DHFL General Insurance started highlight issues that need a voice and aim at targeting new bike owners It will get people to at least check out its operations in November 2017 and today, it is women’s empowerment.” but existing owners with three- CocoRide.” Ramya Nagesh, national has already launched seven products The brand is aiming to more than four-year-old bikes. “The logic is planning director, The Glitch, says, prior to COCORide. It has been able triple its debut year’s performance simple - the premium is smaller for “The ad may make it more likely for to write a Gross Written Premium by achieving a GWP upwards of two-wheelers and hence, the effort,” a consumer to consider this brand.” (GWP) of `141.1 crore in its first five `500 crore in 2018-19 - a section explains Sinha. With 70 per cent of She, however, maintains, “Breaking months (financial year 2017-18). of which will come from the two- the market open (Sinha estimates gender stereotypes is becoming more wheeler market. that 70 per cent of bike owners do common - the content would have WOMEN IN THE LEAD not renew the insurance), the brand to have a certain nuance in order to Vijay Sinha - MD and CEO, THE CARING FACTOR strategy is to tap renewals. But why stand out from the other brands in DHFL General Insurance, says, Ask Sinha about COCO’s market is the branding element visible only the space.” n “In 2005-06, when the last NFHS and he rattles off the names without towards the end of the ad? [email protected]

6 afaqs! Reporter, September 16-30, 2 0 1 8

BRANDS AND SPORTS MARKETING I think one of the key aspects that work in favour of kabaddi is the unique activations.

ggressive marketing, Badminton and Football improving the quality of n Increase in corporate and Acontent, corporate and government backing government backing and a franchise n Franchise model which helps grow Melroy D’Souza model, have made Kabaddi a the sport in different regions popular sport for the consumers. And Chief Operating Officer with the second highest TVR and Kabaddi is now a popular sport among Professional Management Group comprehensive on-ground and on-air kids and now that it is growing in scale, integrations, Premier Kabaddi League it will still continue to attract the tier (PKL) and, consequently Kabaddi, has 2 and tier 3 markets? How does that matured with its structure in relation 12 teams given marketers an alternative option. work for you? to its format and franchises. The last n Second highest TVR after cricket We interviewed Mr. Melroy One of the key focus areas of PKL saw an average BARC TVR of D’Souza, Chief Operating Officer, Kabaddi are kids. This is because Star 1.5 for M15 AB U+R, CUM Reach. A league like PKL offers brands Professional Management Group Sports has identified that for the sport It reached out to over 313 million an opportunity for some unique (a sports marketing company which to grow further, active participation by people. The sport will now look to activations. How can brands take is part of the Madison World), for kids is important wherein they need consolidate its growth but will try and advantage of such opportunities by his views on the phenomenon to play the sport, watch or support increase its reach in urban markets. doing customized activations? that Kabaddi is turning out to be. the sport being played by their peers. This is key for advertisers. I think one of the key aspects that Edited Excerpts: Hence the Kabaddi Kids initiative by works in favour of Kabaddi, is the Star Sports wherein they go out to Looking at the growth trajectory of PKL unique type of activations. Besides The culture of watching and playing more than 2,000 schools. what gives it an edge and makes it a Gillette, the Mutual Funds Sahi sports, besides cricket, has gained marketer’s favourite? Hai integration is another initiative ground in India. What factors do you With the addition of four new teams I think Cricket is still a marketers which strikes out. The usage of the attribute this growth to? in season 5, PKL became India’s favourite. However it has given players as common people investing The key factors attributing to this biggest sporting league in terms of advertisers an alternate option. The in mutual funds and removing the growth are: geographical representation with 12 reason why the sport has an edge with myths surrounding it was a brilliant n Aggressive Media Marketing franchises from 11 states on board. marketers is as follows: campaign. The usage of players and n Making content of international How would you predict its growth n Comprehensive integration - on their active integration during the quality as well as television friendly trajectory? ground and on air matches (TVC + Live Integration + n Educating viewers of the sport Kabaddi has had a phenomenal n Strong brand integration on live TV Digital) is an opportunity for brands n Good international performances growth trajectory over the last four n Accessibility to players for campaign to relay the stories and relate to the by Indian athletes in sports like years. The league by itself has now n Cover the length and breadth with masses. n

8 afaqs! Reporter, September 16-30, 2 0 1 8

e RR KABEL No Holds Barred The brand turns its rival’s ‘Wires that don’t catch fire’ Unique Selling Proposition into a Unique Mocking Proposition. By Abid Hussain Barlaskar

lectrical wires and cables brand, RR Kabel, in its latest Ecampaign - “Akalmand Bano Sahi Chuno” – takes a somewhat opposing stand to Havells, its rival in the space. The brand, in its new ad featuring Akshay Kumar, takes a blatant dig at Havells’ marketing USP for its wires i.e. “Wires That Don’t Catch Fire”. However, this is no swift action or were increasing fire incidents,” that it’s not just a brand but also surprise attack. replies Sharma. a smart choice. It is a digital-first Havells has been playing the tune Sharma maintains that the campaign.” of fireproof wires for quite some campaign is part of the brand’s yearly time – remember the mother-son “Of course it is communication which would usually OVER TO THE EXPERTS ad where the kid crafts a pair of ambush, but happen mid-year, “… This year it Strategy consultant Lubna Khan tongs with Havells’ electrical wire to was about busting a myth.” maintains that while it is a clever handle hot rotis on the flame? we would rather Sharma tells afaqs!Reporter that ploy, the ad film has its own flaws. Last month Havells repeated the call it a myth-buster. the campaign happened over a period She says, “The ad film’s cleverness same message in a new commercial of just one month. However, he lies in the fact that it conveys a clear featuring a sweet tale blooming at There is a myth in maintains that major fire incidents product advantage, especially against a kids’ campsite. However, the ad the marketplace like the Kamala Mills fire, was the an established competitor and makes was accompanied by a disclaimer - main provocation. “We thought that the consumer think about their “Creative representation of the idea around this it’s time we bust the myths around wire choices in what is otherwise that the wire will not catch fire if the fire safety and we should be going a low-involvement category. But temperature is less than 280 degree serious, but to the market and communicating I do question the deliberate fear- Celsius and Oxygen density is less low-interest the properties of the product and the mongering. Using a more positive than 30 per cent.” But this time myth around it,” he explains. route to convey the competitive around, RR Kabel decided to use category today.” Sharma further confirms that advantage would not only be Havells’ message to their advantage. SHISHIR SHARMA upcoming RR Kabel ads will be spun ethically better, it will also be a more The RR Kabel ad film is set in around more fire scenarios and myths. sustainable platform for the brand.” the centre of a major household fire Sharma adds, “We did not take the Khan adds, “You can build caused by a short circuit. But the speaks to the amount of pressure usual route of getting it done by the better, more consistently and gain homeowner is shocked as the mishap endured by the brand team and the creative agency. The film has been strength over the long-term through occurred despite using ‘fireproof’ folks behind the scenes. crafted in-house and executed under advertising that evokes positive wiring. The chief fire-fighter (Akshay afaqs!Reporter spoke to Shishir the direction of Shiven Surendranath emotions.” Kumar) is quite amused and informs Sharma, Head of marketing for RR from Old School Films, the Manish Bhatt, founder - the victim that fireproof wire does Kabel, to clear the air. production house.” Scarecrow M&C Saatchi, maintains not exist and urges him to choose RR “Of course it is ambush, but we Christopher Higgins, business that the ad film takes the fun route Kabel wires which are fire-resistant would rather call it a myth buster. head of IdeateLabs, RR Kabel’s and delivers technical information, and do not spew black fumes. There is a myth in the marketplace digital marketing partner, says, “The though it is not much of a spoof. However, the ad is laced with around this serious, but low-interest brand was looking at creating a high “The brand is trying to educate the sufficient indication that the original consumer about the fact that wires Havells campaign was actually The ad is laced with sufficient indication that do catch fire and it’s a myth-busting successful and managed to increase ad. The ad does justice to delivering sales as the homeowner in RR the original Havells campaign was successful. the technical part and explaining it to Kabel’s ad was already turned a user category today. In a wire there is the impact communication around its consumers. However, the tonality is and was apparently quite aware of the metal conductor and there is the core products - smoke-free cables - far from the Havells communication. ‘Wires That Don’t Catch Fire’ USP. insulation. The insulation is made of with the festive season just around Havells’ ads, both old and new, touch Moreover, an opponent selecting it PVC (polyvinyl chloride) and PVC, the corner. And another message that the heart. There is no harm in being as a vehicle only reaffirms this. by nature, is combustible. At a certain the brand wanted to put out was that funny or quirky in delivering the With the festive season just temperature, it starts propagating fire wires do catch fire.” message, but an emotional touch around the corner, the ad seems and emits toxic fumes in the form of Higgins also states that this is the has longer retention. Even the mere strategically placed to build awareness black smoke. Such wires will always first time the brand went into bringing mention of the Havells ad reminds in anticipation. Making the most out be catching fire,” Sharma says. in more technical details through its me of the story, but this one might of the buzz created by the Havells So why not the first time when communication, “Unlike previous not be the same. It might end up communication, coupled with a Havells unveiled its first campaign? campaigns, which were more into being just another ad with a short short timeframe and then rolling out “We saw that the myth was building brand recognition, this shelf life,” Bhatt says. n a campaign with strategic timeliness, growing over the years and there campaign helps people understand [email protected]

12 afaqs! Reporter, September 16-30, 2 0 1 8 e

NEROLAC PAINTS A New Twist In its new spot, the brand rides on its B2B equity (informs consumers that many home appliances are coated with Nerolac) to boost preference in the retail market. By Abid Hussain Barlaskar

erolac Paints, from the the clutter for quite some time. A house of Kansai Nerolac suggestion, post brainstorming, was NPaints, rides on the brand’s using the brand’s presence as leaders B2B strength to boost its B2C market in areas of automobiles or consumer presence in its latest ad film - There durables. The brand has substantial is a Little Bit of Nerolac in Your equity in that market. The question Life. The ad has delivered the age- was how to transfer some of that old message of a paint brand (beauty, equity to the retailer side.” shine and durability) in a seemingly “Even we were in awe when we new way. learnt that almost all cars in India As the 40-second long film are painted by Nerolac. But we unfolds, the grey walls of Ranveer had to make this communication Singh’s house wear a shabby look, relevant to consumers. The colour but the refrigerator is still shining as durability and shine of belongings it did when he got it as a marriage like cars and refrigerators that people present from his friend. But how is flaunt can be used on walls. We the ‘chamak’ still ‘barkaraar’? The but was less specific than the latest communicated that Nerolac is a same friend, who joins the Singh campaign. leader, the brand is appreciated for family for dinner, breaks the ice and “It was a fairly long time ago and its shine and durability and then the unveils the truth - the refrigerator 10-15 years is quite long in terms call to action to paint houses with is coated with Nerolac paint. This of consumer memory. But this a Nerolac,” Ahluwalia adds. shocks the rest and thus poses the fresh take on the role of paint in a The ad is part of a full-fledged startling question - Mere fridge pe consumer’s life,” he says. campaign across multiple mediums Nerolac? “The need for such a campaign including digital. More films on The scene is followed by visuals has always existed. Whenever we similar lines will be rolled out as part of industrial machinery painting told people that Nerolac also paints of the campaign. refrigerators and a VO stating that items right from a hairclip to home most appliances in Indian homes appliances and cars, it always creates OVER TO EXPERTS retain their lustre through the years a ‘wow’ effect. People are surprised. N Chandramouli, CEO, because of Nerolac paints and the Practically, we are saying that “The need for such a Trust Research Advisory, a brand brand urges viewers to do the same Nerolac is surrounding you. There intelligence and data insights for their homes. is a sense of credibility attached to a campaign has always company, maintains that the brand’s The biggest take away from the ad brand and there is comfort in going existed. Whenever focus on its strengths for an ad is an is probably Nerolac’s claims that it with things that have been around,” we told people that innovative angle to marketing. has covertly penetrated most Indian Bachlaus explains while discussing “The information was a surprise households and people have been the purpose of the campaign. Nerolac also paints for everybody, including me. The unknowing users for years. The ad “Another thing is the role the items right from a ad reinforces the brand’s credibility. presents reason for consumers to be paints play - to keep things like cars Nerolac has always been an innovator happy about it. shiny and beautiful - and keep them hairclip to home and this angle in the ad is new. appliances and cars, Our recent report about India’s most Nerolac had tried something similar in consumer-focused brands suggests it always creates a that only 500 of 9000 brands in India 2003-04 with actor Amitabh Bachchan. ‘wow’ effect.” have a positive buying propensity and But why did the brand make it so that way for many years. One wants PEEYUSH BACHLAUS Nerolac is the only paint brand that overt with an ad film? Why now and to do the same for houses too. It features in the list,” Chandramouli to what end? builds our credentials in that space,” says. afaqs! Reporter spoke to Peeyush he adds. in and the consumer is also evolving. Vidur Vyas, founder - NorthSide, Bachlaus, GM - marketing, Kansai “A consumer, on an average, There are always new things and the a strategic business and brand Nerolac Paints, to find out more repaints a house every four years, but challenges are to latch on to them as marketing consultancy, considers the about the marketing ploy. the paint is bought keeping in mind they come up,” Bachlaus comments ad and the brand message a good “Nerolac is a leading brand when its durability,” Bachlaus says on the on how difficult is it to deliver the marketing effort. it comes to partnering with OEMs difference between the requirement same messages of beauty, sheen and “This will develop a reference (original equipment manufacturers) of durability of paints on consumer durability time and time again. point for consumers which they can in the country, be it appliances or durables and houses. However, Kulvinder Ahluwalia, president, see and also use on a daily basis. In cars and it’s a matter of pride for us,” he maintains that repainting could FCB Ulka, the agency that crafted the addition, it will enhance trust for the Bachlaus states. be attributed to many issues like a campaign, says, “The campaign took brand because users will get to know Bachlaus tells that Nerolac had change in choice. us many months. The challenge was that they have been using Nerolac tried something similar with an ad “Paint is an exciting category and that it’s a new message in the paints with good results on their durables campaign back in 2003-04 with actor ultimately we are in the lifestyle space. category, given the basic category and will be tempted to try it,” Vyas Amitabh Bachchan as its ambassador. There are things like aspirations, codes like beauty, durability etc. says. n The ad was laced with emotions vibrance, beauty, and hope weaved The brand has been trying to break [email protected]

afaqs! Reporter, September 16-30, 2 0 1 8 13 e

BISHWAJEET SAMAL, VOLKSWAGEN “I’ve walked into a ‘Jio era’” After a stint in Germany as regional marketing manager, Europe, for the global brand, Samal recently returned to India as marketing head for Volkswagen here. A quick chat. By Shweta Mulki

t’s been 10 years since German nonetheless feels the pinch that there are people car maker Volkswagen arrived who don’t extend their warranties and such. He Iin India. It was a cluttered adds, “Because of our engineering and finesse, the market even then and the brand’s parts are priced the way they are. Some brands launch campaign did everything it offer three services a year, so if we offer one, we could, to be heard. need to make them understand that if you do the Leading that exercise in 2008 math, it works out better. Evolved audiences do was VW India’s head of marketing and understand this now, however.” communications, Bishwajeet Samal. Now, after a Another peculiarity is the loyalty factor. “In three-year stint in Germany as regional marketing the west, people can be loyal to the same brand manager for Europe, for the global brand, Samal for generations, but here we start with budget has returned to India as head of marketing for the and switch brands accordingly,” Samal states. He brand here. Reminiscing about the launch days, was also part of the India team that conducted Samal says that the brand’s communication had testimonials with VW car owners who had been to be really innovative to stand out in the large in accidents but escaped unhurt. Some videos crowded space. “We started with a roadblock on even showed the wreckage. Isn’t that bold for TOI (where there were no other brands featured a car brand? “Yes. As part of the ‘Why only on that day) of 13 pages ending with a helicopter Volkswagen campaign’ we wanted to stress on the shot of our plant”. The brand’s TVC centred on multiple safety steps in the production cycle. It was ‘Volkswagen for every stage in life’.” appreciated by the global board too,” he responds. Samal was also part of the popular VW Jetta There have been ‘visual’ ads by the brand, but ‘Flyboy TVC’ that ran a couple of years later. “Post looking at TVCs like that of the Ameo in 2016, it the idea being provided, when we heard the script, shows that car ads, especially during launch, need it just felt right,” he smiles. A little over 35, Samal to balance human emotions with the wow-factor is one of the youngest marketing heads at VW of features. “That’s what we do in our ads. It globally. Born and brought up in Odisha, he is a In the west, people can be should be a human story well told. It should bring science grad who did his MBA in Pune. “I always in charm and position the car in the right way. wanted to be a brand guy,” he says. loyal to the same brand for There will always be challenges - good ideas not So, back after four years - his first observations? generations, but here we start coming in or time constraints from our side, etc,” “It’s a ‘Jio era’ I’m walking into. Everyone who he explains. steps in as a publisher says - we can do this ad, plus with budget and switch brands. While TV and print are still significant, most do this event and produce this content. Content car brands have been leveraging digital for a while is integral and all marketers are also taking social Indian roads today (Polo being the largest selling) now, and VW is no different. seriously,” says Samal. with the brand primarily catering to the premium Research in the digital era - to what extent does segment. “The ‘aspiring middle class’ actually it influence briefs? “In the path-to-purchase, the THE JOURNEY SO FAR makes up 40 per cent of our sales. They are very number of touchpoints have increased. So you “It has been challenging. Initially, when we well educated, well-travelled, have higher income can produce content to engage at any touch point. started as a new brand, the acceptability, among levels, and they have a taste and aspiration for The global media strategy we follow is ‘consumer Indian customers, was much higher, with the better brands,” Samal points out. moment planning’ - a progressive system of ‘German engineering’ tag, of course. The company Today, consumers are highly influenced by whether the consumer is in ‘search’ mode or started with a top-down approach commencing online research in this hyper-competitive segment, ‘decision-making’ mode,” Samal adds. with the ultra-premium Passat and Touareg and with walk-ins and test drives having reduced over When asked to compare his learnings in Europe then newer products like the Polo and Vento. the years. Samal comments, “Globally, at any to India, Samal says that every car market within “With the Polo, we emphasised that it was made given time, there’s only 3 per cent of the entire Europe has different perceptions with unique in and for India and addressed key Indian concerns market wanting to buy a car and walk-ins per challenges and strengths. He was also part of like fuel-efficiency and ground clearance.” dealership, are down to between one and three. the process when the company’s media agency The market share for VW in India is only 1.7 In India too, it’s the same. The decision-making is changed globally - after 18 years with Mediacom - per cent, but the company has maintained that more informed via online research.” to PHD. On campaign cycles, he comments, “The it will never exit the country. It has a vision to Are comparison and review portals stress points agency ecosystem in Germany was structured and achieve a 3 per cent share in the next 5 years. for car brands? “In product comparisons, we really precise. Campaign planning was done two years Samal admits that the current portfolio needs an stand out with our transmission, engine, power, in advance. In the Indian market, because of its overhaul, “We are going to bring in more new build quality, and safety functions so, they can be a nature, that won’t be so realistic.” Samal was part of products. There have been refreshes and feature benefit. A lot of these strengths are combined with the global team dealing with VW’s diesel emissions upgrades on existing ones, but the Polo and ‘overall good cars’ and ‘fun to drive’ phrases that saga and says he learnt ‘how to plan, react, remedy, Vento have been around for 10 years, so we’re keep popping up in our word cloud,” says Samal. and communicate’ in such situations. addressing that gap.” He adds, “We are making So, what is the mandate now for the next one constant efforts to better the holistic experience THE INDIAN CAR OWNER... year? “Make more people aspire for the brand,” he with lucrative after-sales packages and are working The India market can be difficult, with its says, promising us that those edgy print ads will be on reducing the cost of parts.” peculiarities and challenges. Samal, although back soon. n There are about 3,00,000 VW cars plying on understanding the nuances of the market, [email protected]

14 afaqs! Reporter, September 16-30, 2 0 1 8 pooe Is ambush marketing making a comeback? Many recent ads unabashedly take digs at their rivals. This is one of the oldest tricks in the book. Is digital making it popular again? By Abid Hussain Barlaskar

RONITA MITRA, SANTOSH PADHI, ASHISH CHAKRAVARTY RAJIV RAO founder and chief strategist, chief creative officer and co-founder, chief creative officer, film maker and former national creative Brand Eagle Consulting Taproot Dentsu Contract Advertising India director at Ogilvy and Mather

THE FUNDAMENTALS AMBUSH MARKETING THE KEY INGREDIENT AMBUSH MARKETING OF BRAND BUILDING IN ADVERTISING HAS OF AN AMBUSH IS THE WAS NEVER PASSÉ. IT WILL ALWAYS HAVE ALWAYS EXISTED AND INTELLIGENCE USED WAS ALWAYS THERE. TO BE REMEMBERED, HAS BEEN EVIDENT IN BY SOMEBODY WITH THE ONLY THING IS, REGARDLESS OF THE BITS AND PIECES. IF LESSER MEANS AND SOME ARE REALLY tactics used to communicate one digs into the categories over a smaller budget and then well done and some are not. It’s a brand. There too, it cannot the years, it can be found. catching the opponent a matter of a clever idea and not only be about targeting a However, not too many big brands off-guard. But then, there all manage to do that. It can not competitor brand’s features. will do that. In today’s era, the are attempts to ride off of be a trend because it’s not The focus has to be on your multiple digital platforms allow someone else’s popularity, planned. It’s more like a window own brand story. That’s one to get circulated and get which isn’t exactly an ambush. of opportunity that has to be how long-term relationships more eyeballs quickly. People love It has always been there. taken advantage of. and respect is built with circulating stuff that is cheeky Digital is cost-effective Digital has made it easier to consumers. Moreover, it or funny. It has made the reach and helps propagators to be take advantage of, along with cannot be a trend since it’s go large. Brands will keep taking faceless and fast; there are providing a large reach. Today, not strategic. advantage of situations like these . lesser laws to bind it. It is a you don’t really need to wait In today’s world, brands potent medium for ambush to execute an idea. One can are tempted to exploit digital marketing. If a post or meme immediately upload an idea and media to create tactical, doesn’t work or goes wrong, pull off a campaign. It really low-cost films attacking the it can vanish in the following works well in ambush marketing competition, but that can’t 10 minutes and if it goes viral, where being fast is important. be a sustainable strategy. it’s win-win. There is no cost Digital offers a swift cost- for failure. Doing that on effective opportunity which TV, print or other traditional can be exploited and mediums would cost a fortune forgotten if it doesn’t work. while being governed by law.

afaqs! Reporter, September 16-30, 2 0 1 8 15 INTERVIEW SHAILESH KAPOOR FOUNDER AND CEO, ORMAX MEDIA

MR. SOOTHSAYER An interview with the man who foretells the fate of video content across platforms - Ormax Media’s Shailesh Kapoor. By Ashwini Gangal

n 2011, when Shah Rukh Khan year Ormax Media tested close to 45 Edited excerpts. is about family taste, OTT is about made Ra.One, he spent hours – late film scripts. Somewhere in 2015, Ormax personal taste. evening to 4:00 am the following Media got into script testing - vetting of Video content is consumed across In India, an 18 year old who morning – with media consultancy content through audio narration. three mediums. To what extent watches Game of Thrones on OTT Ormax Media’s founder and CEO Kapoor’s clientele includes Star India, is viewing behaviour tied to the would be happy to watch a Naagin on IShailesh Kapoor to discuss the potential Viacom, Sony Pictures Networks, ZEEL, medium? TV, with the family – not grudgingly. popularity of the film. Kapoor and team Amazon Prime Video, Disney, Sun TV, Viewing behaviour is entirely a Similarly, the 40+ audience/parents presented the findings of their research; the Turner International, Times Network, function of the medium - TV versus would watch Bigg Boss, Khatron Ke film tested well among kids, but not among Jagran Prakashan, Dharma Productions, OTT versus going to the theatre. Khiladi on TV because the youngster adults. Kapoor wasn’t too surprised when TVF, AIB, Endemol, RSVP and Junglee We’re still not a country/culture in the house wants to. They’re the film didn’t do well at the box office. Pictures, among others. where video content has become warming up to what their children Ormax Media was first launched by The research, a combination of one entity. It is still very category- are advocating; until three years back, Kapoor and his partner Vispy Doctor, qualitative and quantitative methods, yields segregated. There is a lot of overlap they were completely dismissive of back in 1985 as a qualitative research outfit an ‘Advocacy Score’, a numeric ‘word between films and OTT in terms such content. If a consensus can’t for marketing companies. In 2008 the of mouth’ score, out of 100, which, in of the audience. There’s less overlap be reached for a show, then the firm began testing video content, primarily a nutshell, reflects – ‘What percentage between GEC audiences with the youngster will go watch it online. TV shows and movies. In 2012 Ormax of people liked the content enough to other two types. Media started testing OTT shows, though recommend it to their friends?’ In India, people don’t watch How have the three types of momentum for this line picked up only in For movies, the entire product is TV alone. There’s no concept of content evolved over the past 2016 as more players entered the VOD tested. For TV content, one episode (20- ‘private TV’ here; TV time is family decade? market. So far, the team has tested scripts 25 minutes) and a 10 minute audio time. In America, where TV is Very differently. Over the last and episodes for 23 OTT shows. They narrative of how the story will go ahead about individual viewing, OTT and seven to eight years GECs have been also test trailers, songs, titles, show taglines, are tested. For OTT content, the first two TV viewing are not fundamentally in standstill mode. After 2010-11, posters, and marketing campaigns. Last episodes (about 90 minutes) are tested. different. But in India, TV viewing content innovation in Hindi GECs

16 afaqs! Reporter, September 16-30, 2 0 1 8 oeo stopped (unlike in Bangla, Tamil, Absolutely, but why? Telugu, Marathi GECs). The only The reason is – film guys are real evolution in Hindi GECs is – non- experimenting with things on digital, fiction has got more acceptability. But because they can’t in films. that’s more like a default advantage The moment you get film makers given to non-fiction because fiction onto OTT, they will want to scale it has not evolved. up, give a ‘certain’ feel to it. Simple The real change has taken place stories with very few characters, of in films – there’ve been new types of the kind that are being shown in stories that are not in the traditional movies today (say, a Shubh Mangal action-romance-comedy space. After Saavdhan) are, interestingly, not Bhaag Milkha Bhaag, biopics were being made for OTT. made, we now have films like Raazi, But traditional Indian audiences Stree doing much better than they do not like watching dark-looking would have even one year back. The content, even if it is funny (not dark main traits of the lead characters conceptually). If it’s not visually rich, in movies have evolved, especially “There’s a need for more visually bright you are immediately reducing the female. But theatre is a ‘niche’ mass potential of content. But will a medium because only three to four content! For some reason you do not Zoya Akhtar, or an Anurag Kashyap crore people go to theatres for Hindi make a Permanent Roommates? No, content. have bright shows on OTT, at all. it’ll be too simple for them. Mass Indian content is all bright and If OTT gets more visually bright Is there a behaviour pattern that’s and light stuff, then one can still common to all three kinds of colourful, but we don’t have content expect ‘the Indian family’ to watch it content? instead of TV at 8:00 pm. Hotstar tried Over the last five to six years, that visually, production-wise, resembles Sarabhai, but that’s still a franchise. exposure to international content a DDLJ, Kuch Kuch Hota Hai, (on Where are the original shows that use has gone up in a huge way. This lights at the production level? Maybe is because of digital, and because OTT). Everything is dark, sepia toned, that’ll happen if a Raju Hirani or a the Hollywood theatrical business in Rohit Shetty made internet content… India has more than doubled. This night-shot. The reason is – film guys are includes not just English content, but experimenting with things on digital, So what’s the biggest concern dubbed films too. Today, Conjuring here? is a bigger franchise in India than because they can’t in films.” After a point, people will get tired many Bollywood films. So when a of sameness. OTT right now doesn’t horror property now comes out on ALTBalaji). You have people you was any solo viewing really happening have this problem because everything TV/Netflix, you have a benchmark ‘know’. In Pitchers, Permanent at all? No. As an idea, solo viewing is new. But after a point, a dark that is international. The benchmark Roommates (TVF shows) – the actors has been driven largely by OTT gangster show – which for some is not a Vikram Bhatt horror film. became YouTube stars because of platforms. Previously, after ‘family reason everybody is doing – will And I’m not talking about premium those shows; they were not known. time’ was over, they would listen to not cut it. Internet content needs a audiences. These are middle class So this has really helped OTT the radio or read a book as ‘solo time’ larger variety of genres. Now there people in the 15-30 years segment. platforms, because there’s a comfort – one or two hours before going to is horror and gangster type content. level new audiences get. It’s good sleep – but not watch content. We need romance, comedy (fiction; Specifically about OTT content, marketing and will expand the viewer On OTT, people can watch the existing lot is non-fiction like what are the early trends from a base. It has helped bring credibility violence, sex, abusive language – Comicstaan). Genre exploration on platform perspective? and legitimacy to the medium, which things which, all their lives, they’ve OTT is seems skewed to the tastes of OTT is too new to have any had a secondary status before these been told are out of bounds, on TV the people making the shows, rather trends. There has been a lot of known faces came on board. and in cinemas. For long, content than to the tastes of the audience. experimentation so far. And quantity. In six to 12 months though, that has been sanitised everywhere. There The problem with this kind of edgy The mentality is ‘Do 20 things, one will no longer be a big selling point, was no place people could watch content is, it can be misunderstood will work’. That has been the general unless Salman, Shah Rukh or Ranbir content like this. We’re now exposed as meaning - ‘People want to see approach. It tells you the process of do an ‘internet show’. to American content like Game of bizarre stuff’. But India is not a very selection is not very sharp. Platforms Thrones. Even in ‘regular’ superhero bizarre market; people just want to be announce 10-20 new shows at a time. What’s your reading on the films people are now used to seeing entertained. Whenever you try to do Most don’t even get sampled. Sacred apparent appetite for ‘difficult to action of a certain type, the kind we stuff that is way off, it’s not palatable Games may change that mindset… watch’, ‘cringe content’ on OTT don’t see in Indian films. People for the medium or the TG. So the focus on just one property, you don’t platforms, be it violent shows like looking for such content now find tricky part is – the marriage between need quantity. Ghoul or disturbing dramas like it on OTT, which is why they’ve being different and yet relevant. Black Mirror? They may be great warmed up to these platforms so fast. Interesting. And what about shows, but there’s just something What are the challenges in testing OTT trends from the viewer’s about this new dark genre… Then there’s the problem of OTT content? perspective? Over the past year or two, the ‘dark’ looking shows, not just The way films have a clear ‘first The audience is very new here. content has become more intense. metaphorically… day opening’ benchmark of success They’re still discovering what they’d On digital and in films too, watching There’s a need for more visually (in the first day, a film has to open to like to watch in digital. edgier content has become more bright content! For some reason you Rs 50 lakh – that’s the critical mass Over the last few years, these acceptable. Exposure to international do not have bright shows on OTT, at of people that then go out and talk shows have got bigger ‘face value’ content, not just Hollywood, has all. Mass Indian content is all bright about it), OTT doesn’t have any because of the stars they feature - played a definite role in creating that and colourful, but we don’t have defined rules yet. Like the first day Saif in (Netflix’s) Sacred Games, sensibility. content that visually, production- for TV, can it be the first month for Madhavan did (Amazon’s) Breathe, Also, it is because of solo viewing. wise, resembles a DDLJ, Kuch Kuch OTT? Maybe. Platforms don’t share and Ram Kapoor who is a ‘traditional’, People feel liberated while watching Hota Hai, (on OTT). Everything is numbers, so in the absence of any known face thanks to TV (he’s on OTT content. Three-four years ago, dark, sepia toned, night-shot… other data, the main kind of testing

afaqs! Reporter, September 16-30, 2 0 1 8 17 oeo at the moment is analysis of actual advocacy data. “On OTT, people can watch violence, Interestingly, OTT content testing is being done not to ‘fix’ content, sex, abusive language – things which, but rather, to figure out marketing all their lives, they’ve been told are out opportunities for the show and platform, which includes deciding of bounds, on TV and in cinemas. how the show must be positioned, what the trailer should include, and For long, content has been sanitised most importantly, whether that everywhere. There was no place people show can be the platform’s tentpole property on the back of which the could watch content like this.” platform can be marketed to OTT audiences. show on TV would easily touch just about brand insertions. 80-90 per cent awareness within two Right, testing is your problem. weeks following its promo release. What’s the toughest part of your What are the main challenges Today, even 60 per cent is wow. job? OTT platforms themselves have Even getting registered in people’s Complexity of media. Video to tackle? minds is becoming difficult today, is consumed across WhatsApp, OTT as a platform needs to equivalent of OTT? That cannot be because there’s so much content out Instagram, Facebook, YouTube... it’s develop its own sensibilities. In a Pitchers or a Sacred Games. OTT there. Only the marquee ones stand a rather messy continuum of things. digital, a lot will depend on the kind needs that one unifying show that out. This makes marketing an even You don’t know where to segregate of people that eventually form the will work in small and big towns. bigger challenge. what. We are not clear on whether to OTT category as content creators. Right now, most SVOD platforms Also, the concern with too much treat video content as one… or three. Right now the film guys are doing are segmenting audiences. And content is – too much mediocre Is a housewife watching Yeh shows (Anurag Kashyap did Sacred content on AVOD platforms and on content. Earlier we had 100 units of Rishta Kya Kehlata Hai on Hotstar Games, Excel produced Inside Edge YouTube is still ‘basic’ – comedy, content of which 10 were good. Now OTT or GEC? Films are being for Amazon). low cost properties, sports, GEC we have 1,000 units, but still only watched on OTT as well. So is OTT So a lot of film sensibility is catch-up. 10 are good. Because of so much a third island or are all three one big coming into OTT. After a point, Another problem is - a lot of content, the longtail becomes really piece of land with territories and OTT cannot rely on this borrowed online content viewing is still weak. intersections? sensibility. Somewhere, what’ll happening through pirated sources. Today, a lot of testing is about happen is – they’ll end up making Many people here don’t know that How badly do people react to determining which platform to fit long format films, edgy films! In fact, torrents are illegal. content with brand integrations? content on. Now in film testing, after a lot of TV production guys have And what’s the broad arc for this showing people content, a standard departments that make OTT content. A senior media buyer recently sort of content? question is – ‘Online or theatre - Every category is driven by wrote a post on LinkedIn about The future belongs to what used where are you more likely to watch three to five key content creating the problem of ‘too much to be called AFPs, that is, content it?’ companies. For TV, it was Balaji, for content’. What’s your take on created for the brand, rather than films it is Dharma, Yash Raj... what this? content into which a brand is What are the most common types this (group) will be for OTT is not The consumer doesn’t see it like plugged. Example, Mere Dad Ki of errors in your process? very clear yet. OTT needs to have that for sure. For the consumer, Maruti, HUL’s 6-Pack Band. Typical errors are under or over an independent thought process, an the choice is based on exposure to Strategic initiatives in which the estimating the extent to which identity. Right now, the identity is – communication – trailers, promos brand is like a sponsor/supporter content will work or won’t. The it doesn’t have censorship, you can – or social advocacy in their own will work. Product placements, direction is rarely incorrect; it’s the watch it alone at home, it is cheaper groups on Facebook, Instagram, not so much. That’s why media degree that is sometimes hard to than going out to the theatre. Twitter, WhatsApp. The issue agencies now have content creation predict. n Today, what is the Taarak Mehta is awareness itself; earlier, the top departments for this. Earlier it was [email protected]

advertiser who is figuring out new ways to YOUTUBE convert engagement into intent. More than 60 per cent of our watchtime comes from beyond the six metros. On video, 90 per cent Content Fatigue? No Way consumption is happening in vernacular.” At the heart of ARRived is a search concept. The platform has teamed up with music maestro AR Rahman for its first The show won’t just be about episodics but ‘Originals’ offering from India. By Shweta Mulki also have individual songs and other bits. With different verticals, how will it ouTube is set to launch ‘ARRived’, its Raghavan believes that the change the dynamics for creators? first content offering under the ‘YouTube timing for Originals is apt as video “If you are subscribed to AR YOriginals’ banner in India and it’s free consumption is rising rapidly. Rahman’s channel, it’s just more to watch. While YouTube ‘Originals’ exists in “There are 390 million monthly of the content you like, with that 17 other countries under both ad-supported active internet users in India badge of authenticity,” he says, (AVOD) and subscription models, in India and 245 million of those come to YouTube adding, “YouTube is at the heart of the creator’s they’ve begun with AVOD for now. every month. Indians are using almost 8GB of community. They value the constant connect “We’ll invest in and commission shows, data per month. We haven’t seen this kind of and the high co-relation in online-to-offline but the IP remains with the creator, as that’s engagement before,” he explains. connect. YouTube Originals on the AVOD fundamentally how YouTube works,” says Satya He denies that there is content fatigue, “It’s support side will enhance network effects.” n Raghavan, YouTube India’s entertainment head. a great time to be a consumer, creator and an [email protected]

18 afaqs! Reporter, September 16-30, 2 0 1 8 e EUREKA FORBES Trying to Stand Apart Taproot Dentsu’s new spot for Aquaguard says the product is better than a certain ‘Lovely RO’. By Deepashree Banerjee

ater purifier brand Eureka where we became the ‘Paani ka With regard to the possible revival Forbes, part of the Doctor’. The idea was well received of ambush marketing in the business WShapoorji Pallonji Group by masses and later, we graduated to in the recent past, Chakravarti has rolled out its new campaign titled ‘healthy drinking water’.” observes, “I don’t think it’s about ‘Har Water Purifier Aquaguard Nahi We couldn’t help but ask Sinha out-shouting anyone as much as it is Hota’. As a part of the campaign, a if the “Lovely RO”, written on the about reminding people that there is young couple is seen highlighting the water purifier in the background, only One Aquaguard. Because when differentiation and how! The couple - was a conscious decision to make the you’re a pioneer and an innovator, potential tenants - refer to the famous viewer sit up and take notice since you may as well play to your strengths. Kohinoor diamond to establish the major rival, Kent RO Systems, has ‘Lovely RO’ is just the embodiment difference in a rather stark manner! been making significantly generous of the rest of the category; it has been The campaign has been creatively spends on TVCs featuring Rajasthan put there to highlight the difference planned by Taproot Dentsu and Royals IPL team skipper, Rahul between ordinary water purifiers and launched across all media channels Dravid and actress Hema Malini. “We invested Aquaguard.” and platforms. From the first water He responds, “With the recent between 60-70 per purifier brand to be introduced launch of ‘Har Water Purifier THE VERDICT in India in 1984 to a brand with Aquaguard Nahi Hota’, the brand cent in TV, 20 per The ad hinges on the originality of a recall level of 92 per cent, the aims to use the iconic stature of cent in digital and the Kohinoor diamond to establish brand has come a long way. From the Aquaguard brand to clearly about 10 per cent the connection, but does the brand being sold through direct selling differentiate it from the rest of the play it right? channels, Aquaguard products are players in the water purifier category.” in print.” Saji Abraham, executive director, now available in retail stores and via Sinha claims that with this SHASHANK SINHA Lowe Lintas, finds that in reiterating e-comm platforms. campaign, the brand has attempted to the fact that the brand is synonymous Shashank Sinha, chief generate consumer pull by re-framing with the category, the ad reinforces its transformation officer at Eureka the category through new parameters demographic is purely incidental and position of being numero uno. Forbes recalls how initially, the for the expertise of water purification. not the primary requisite of our media “Given that they are the first movers communication journey was Interestingly, in 2015, Eureka Forbes plan. We at Eureka Forbes believe and still possibly hold a larger top-of- based around microbiological chose to join the Bolly-bandwagon by in first connecting with our target mind recall, I think it is clever for contamination and their biggest entering a five-year-long association audience through our campaigns. them to use that. This is also a clever competitor was the age-old practice with actress Madhuri Dixit Nene Take the example of Madhuri; she way to communicate their product of boiling of water. “It was difficult and her husband Shriram Nene, a is first a mother concerned about the features and benefits in a sticky way,” to educate consumers on why they doctor by profession, for a `100 crore health of her family, who also happens he shares. needed an Aquaguard to purify water ad-campaign for brand Aquaguard. to be a Bollywood sensation.” “I would assume that they will spin- as drinking water directly from taps Is casting popular ‘digital faces’ Pallavi Chakravarti, executive off into a series of communication was the practice most followed,” he in a TVC, part of a media plan? creative director, Taproot Dentsu, that lead with ‘Every water purifier reminisces. Shedding a considerable amount of takes note of the agency’s casting. is not Aquaguard because only Isn’t it strange to cast somewhat Aquaguard has...’,” he adds. digital faces like Kunaal Roy Kapur Abraham maintains that while the From being chosen by default to being chosen by and Maanvi Gagroo, (from popular brand has started this series with a design, the brand has made tremendous headway. digital web series - TVF Tripling) in comparison that might be necessary this 37-second TVC? to get eyeballs, this though can be From being chosen by default to light on the brand’s advertising spend Chakravarti elaborates, “We needed carried out even without comparisons. being chosen by design, the brand in the current financial year, Sinha them to be credible, endearing, “In this crowded market, a strong has made tremendous headway in states, “We are driven by TV in the relatable and, of course, share good reinforcement of its credentials is a the market. “We invested in finding traditional medium. We use print on-screen chemistry. In Kunaal and must if Aquaguard is to stand out,” different water conditions across over selectively, but more in the edit form Maanvi, we found all of these boxes he clarifies. 7,000 Indian pin codes. We mapped rather than pure-play advertising ticked. So yes, while we were aware Anusheela Saha, group creative the quality of drinking water and format.” Admitting that digital plays that they had both been a part of director, FCB Ulka finds this piece developed 21 technologies suited to a large role in lead generation and TVF Tripling, it was their overall of ad-work fresh and notes how the these pin codes,” shares Sinha. educating consumers, Sinha says, fit with the brand idea that made us company name has been transformed As ‘purity’, after all, is the category “We invested between 60-70 per cent zero in on them.” She also says that into a noun for the general technology lynchpin, he adds, “The cartridges in TV, 20 per cent in digital and about the couple would be seen together and other brands using the same tech. used in Aquaguard were designed for 10 per cent in print.” in other upcoming Aquaguard “I thought the dig at Kent was subtle a particular area and water condition. He continues, “Leveraging communication in the coming and cleverly done,” Saha quips. n The development got us into a phase celebrities through the TV months, regardless of the medium. [email protected]

afaqs! Reporter, September 16-30, 2 0 1 8 19 e

PHILIPS Decoding Sleep Apnea A closer look at Philips’ new consumer-facing campaign for sleep apnea related products. By Sunit Roy

he internet can make anyone an overnight star. Evidently, Tafter #DancingUncle - Sanjeev Shrivastava, Arvind Bhatia, aka #SleepyUncle, has become quite a sensation with netizens. So much so that the hilarious video of #SleepyUncle has gone viral, being shared, posted and tagged over and over again especially by tweeple. But what seems to be an innocent post by a young girl of her father’s snoring habit and forgetfulness and how he dozes off almost everywhere, is actually part of Philips India’s latest “While snoring is a advertising trick - #DontSleepOnIt. A few weeks before the ad film nuisance, the family was launched Philips India seeded the #SleepyUncle memes that went doesn’t usually see viral making Mr Bhatia, the focal that as a strong point of the campaign, an internet sensation. The brand wanted to catch reason to meet a people laughing about the symptoms sleep specialist.” and then give serious thought to sleep apnea (a sleep disorder). R HARISH “We released a short clip of #SleepyUncle snoozing at the breakfast table while his kids made team ensured that we don’t trigger a symphony of his snores. The clip fear in the prospective customer. set the momentum for us to launch Instead, it would make the brand the main film #DontSleepOnIt. We a companion in the user journey will be using a mix of digital, OOH brought in some interesting insights initiate a dialogue on this disorder.” by helping customers identify with and print to scale it up further,” such as - snoring is universally seen We wanted to know how characters in the film.” explains R Harish, head of sleep and as the most prominent symptom challenging it was to craft a respiratory care and healthcare at and seen as a marker of deep or communication for a not-so- OVER TO EXPERTS home, Philips India. restful sleep. Also, ‘Bhulakkar’ and popular product/one in the medical According to Praful Akali, founder Conceptualised and created by ‘Kharaate-champion’ are common equipment category, as it is more of and MD, Medulla Communications, The Glitch, the campaign targets terms people use in jest, which a B2B deal than B2C. the campaign brings alive the urban audiences primarily for the made the brand and the creative “It is a challenging category challenges faced by sufferers in a reason that they have better access to team realise that to create awareness, to design a campaign for,” agrees practical, yet engaging way. healthcare facilities and also because changing the conversation around Harish, adding, “Not just because of “The content works because any the medical underpinning, but the sleep apnea sufferer or their family, Research showed that snoring is universally symptoms are often hiding in plain who view the video, would be able sight and conventionally not seen as to identify if they’re suffering from seen as a symptom of deep or restful sleep. markers of a deeper disorder. This sleep apnea and it also shames them prompted us to design a campaign into taking action. So, it can drive these consumers are at a higher risk/ these symptoms was a must. that strikes a chord with viewers behavioural change too,” says Akali. predisposed to develop sleep apnea. “While ‘kharaate’ (snoring) is a by depicting how the seemingly Ayan Banik, associate vice- This is not the first time that sleep nuisance for the bed partner, the humorous/everyday situations are president - strategic planning, Cheil apnea has been advertised; health family doesn’t usually see that as a manifestations of a deeper problem. India, has this to say: “Once people institutions also do so, but fail to strong enough reason to meet a sleep It was a departure from the usual style are sufficiently aware, sales will get much reach. Last year, Philips specialist,” reveals Harish. of healthcare category campaigns happen. And Philips, as a hugely released a campaign featuring Ram He adds, “It is estimated that which are more educative or B2B in trusted global brand, will get the first Kapoor and Gautami Kapoor to 7-9 per cent of the Indian adult nature, but that was a bet we were mover advantage and preference in market its sleep apnea products. population suffers from sleep willing to take,” he says. product purchase for bringing this Patients usually come to know apnea. However, despite the high Kabir Kochhar, founding partner, ailment into public conversation. So, about this condition only when they prevalence, awareness of the disorder The Glitch, adds, “The Philips team it’s actually a B2C move that will go for health check-ups. Hence, the is still quite low. We have undertaken did not want just a product-centric trigger B2B sales,” he says, adding, brand undertook detailed marketing multiple surveys over the last few film. They encouraged us to first “but the execution should have been research to understand consumer years which firmed up our belief that build an engaging narrative, draw in more realistic to increase its appeal attitude towards the most commonly a consumer ad campaign was the need the consumers and then bring out the and relevance.” n visible symptoms of sleep apnea. It of the hour to raise awareness and need to visit a sleep specialist. The [email protected]

20 afaqs! Reporter, September 16-30, 2 0 1 8 o

NITISH TIPNIS Entrepreneur Forever Senior marketing professional Nitish Tipnis, passed away suddenly. His friend and marketing veteran Sanjay Tripathy writes an eulogy. RIP: Nitish Tipnis

was shocked to hear from a Nissan was brought to a conclusion. person one meets in most of these keen listener and was empathetic; he common friend that Nitish He was one of the finest sales and conferences. He was a great orator, always made others feel comfortable. ITipnis passed away on the 4th marketing minds I have ever met. speaker and a brilliant moderator. His I have extremely fond memories of September 2018, in the evening, Everyone I met was always all praises deep baritone voice and charismatic of chatting with him as he sipped on at the gym, due to a sudden cardiac for him, including his team members style, warm personality and easy his Earl Grey Tea and gave you his arrest. I am still finding it difficult to who said he was a fantastic boss to going nature caught my attention. complete attention. Personally, he believe. That very same day he had work with. An amazing team leader That started our friendship journey was a close friend with whom I was wished one of our friends ‘Happy who always gave everybody their as we both kept attending panels, comfortable discussing both ideas Birthday’ in our WhatsApp group. space. Overall, a fantastic human meets, conferences, digital marketing and fears. He is a friend whom you Life and death are so unpredictable, being and a friend that one would forums, thanks to IAMAI, Adtech, went back to during difficult times to so close to each other! like to cherish in office. iMedia, exchange4media, afaqs, etc. keep your spirit high. He calmed you Nitish started his career at Nitish was an entrepreneur from Like me, he was outspoken and with his advice and his wit. Nitish Nerolac Paints which is just 200 his heart and soul. He loved to build loved calling a spade a spade, and was also highly spiritual and a Satya metres from my current house. He businesses from scratch and probably soon we formed a group with a few Sai Baba devotee; perhaps that’s why used to share his ‘first job’ stories that’s why we connected well. other like minded CXOs who can I have never seen him getting easily whenever he was in my building. These last few months he was busy speak their mind and are not afraid perturbed. He always shared positive Nitish moved on to join Videocon building an AI-based fashion startup; of the consequences. That started a energy and was full of enthusiasm. which became the longest stint of he had also created a forum for deep friendship among our group My mind is still searching for an his career and motivated him to fashion called ‘Who needs fashion’ - members and we started meeting answer to the unanswerable question become an entrepreneur very early a fun-filled and interactive discussion socially almost every month, apart -Why? As they say, ‘Good friends in his career. He set up Plugin Sales, are hard to find, harder to leave and which was India’s first ‘corporatised’ “A stylish man with great taste for watches impossible to forget’. We are never durables retail chain for consumer ready to say goodbye forever even electronics and appliances. Post that and clothes, he had a penchant for though we know it is a part of life. he moved on to set up the consumer shopping in London.” Today my heart is heavy for losing durables, IT and telecom businesses someone so special, but as I mourn for Reliance Retail, which he built platform where you can answer from formal marketing events. your death, I will also celebrate your from ground zero to a US$2Bn sales questions on fashion and style, in a Nitish was a wordsmith and had a life. biz in five years. community. He had a great fashion great sense of humour as evidenced A keen golfer, a generous man, He also did a similar stint at sense. A stylish man with great taste by the laughs he generated at parties friend, father, husband and guru. Future Group to build their E-Zone for watches and clothes, he had a and the get-togethers. I would like May God give enough strength to business. He did two terms with penchant for shopping in London. to share one of his last public tweets his family to bear the irreparable loss. Hover Automotive as director He wanted to build his venture on here: Nitish Tipnis... Rest in Peace. n marketing, and sales - managing his passion - ‘fashion’. He was a great friend and had an (Sanjay Tripathy is co-founder and the marketing, sales, network As we both worked for Reliance innate ability to blend with people CEO, Agilio Labs, a startup incubator; development and after sales business and had many common friends, irrespective of their professional advisor, IAMAI (Internet & Mobile for Nissan passenger cars. we first met in one of the panel levels and background. He had a Association of India); and SHEROES). He also spent his last few years at discussions atn an event around 10 zest to learn and was never afraid Hover and ensured the litigation with years back. Nitish is not just another of starting all over again. He was a [email protected]

2400/- 2016/-(inclusive taxes). 4 00/- 3495/-(inclusive taxes).

afaqs! Reporter, September 16-30, 2 0 1 8 23 oee New campaigns across television, print, out-of-home and digital media. VIDEOS

RESIQUICK AQUAGUARD UBER EATS SUNFEAST The instant adhesives brand from Astral Eureka Forbes, which makes Aquaguard, Hitting the nostalgia button, online Sunfeast Mom’s Magic, the cookie brand Adhesives has launched a new campaign. has recently rolled out its new campaign food delivery platform UberEats’ digital from the ITC Sunfeast portfolio, picked up a Varun Dhawan, the brand ambassador for under the name ‘Har Water Purifer campaign - ‘Purane prices, Naya app’ - wonderful insight on how one’s teachers have Resiquick, is seen promoting the brand. Aquaguard Nahi Hota’. brings a little bit of the iconic ads of ‘90s also played the role of a mother to many. Creative Agency: Lowe Lintas Creative Agency: Taproot Dentsu back to life. Creative Agency: Ogilvy

PHILIPS INDIA FEVIKWIK GEL MORTH KIT KAT Philips India’s latest advertising trick - Fevikwik, the brand from the house of The Ministry of Road Transport and Brand ambassadors Sanya Malhotra and ‘#DontSleepOnIt’ throws light on a sleeping Pidilite, has created a TV campaign for its Highways (MORTH) has rolled out an ad Fatima Sana Sheikh give a new meaning to disorder, which is not something that could new product variant - Fevikwik Gel that campaign titled ‘Sadak Suraksha Jeevan the concept of breaks with the latest KITKAT be passed away as a laughing matter. takes a step further to reinforce ‘enhanced Raksha’, featuring Akshay Kumar. campaign ‘Karo jo karna hai, break mein Creative Agency: The Glitch user experience’. Creative Agency: Helios Media banta hai’.

GOOGLE MAPS CADBURY IPHONE NEROLAC PAINTS Google Maps has launched the next phase The TVC has been released with a new In this new ad for the Apple iPhone X, Paint maker Kansai Nerolac India released of ad films for its ‘#LookBeforeYouLeave’ tagline ‘Kuch Achha Ho Jaaye, Kuch Meetha a minute-long spot, a high schooler has its first ad film with Ranveer Singh. The campaign that went live on digital, social Ho Jaaye’ marking the brand’s 70th a field day when she realises she Bollywood heartthrob is the new brand and OOH channels. anniversary in India. can unlock anything, just by looking ambassador of the global paint company. Creative Agency: Lowe Lintas Creative agency: Ogilvy India at it. Creative Agency: FCB Ulka PRINT GOOGLE Google Cloud has rolled out TURKISH this new print ad where AIRLINES they are addressing security Flying to more concerns amongst their countries and consumers and assuring them international too about the same. destinations, Turkish AMUL Airlines invites you on Along with netizens, Amul too was amazed by a journey of discovery Neeraj Chopra winning gold at the 18th edition of with its Five Senses the Asian Games in Indonesia. campaign.

Got some great campaign that has been published recently? Upload it on afaqs! for the world to see. Visit: www.afaqs.com/advertising/creative_showcase

24 afaqs! Reporter, September 16-30, 2 0 1 8 o

Post: Account Executive life with the power of language. To Photoshop, Illustrator, After Effects Location: Pune Company: IdeateLabs give you a slightly more specific Flash and/or Cel Action. Email: careers@tempestadvertising. Profile: Handle day-to-day idea, there will be campaigns to Exp: 2 to 4 years com reporting and client interaction. conceptualise, headlines to be Location: Andheri, Mumbai ...... Closely work with internal teams written, body copy to be crafted and Email: [email protected] to drive daily deliverables for 360 presentations to be created...... Post: Group Sales and Business degrees digital marketing. Ensure Exp: 1 to 5 years Development error free operations Location: Mumbai Post: Client servicing-executive - Company: Coconut Media Box LLP Exp: 0 to 4 years Email: [email protected] Digital Profile: Generate revenue sales Location: Mumbai ...... Company: Vermmillion through sponsorship and event Email: [email protected] Communication Pvt Ltd sales to various corporates and ...... Post: Client Services Director/ Profile: Serve as a day-to-day clients. Sale plays / shows / events / Group Account Manager point of client contact, research artists and other services to various Post: Sr. Account Manager Company: Eggfirst Advertising And and prepare client presentations, corporates, social group, Premium Company: Janrise Advertising Pvt Design Pvt Ltd reports and conduct in-person client Clubs, Event Management Ltd Profile: The candidate should be meetings, understand client goals/ Companies etc. Facilitating the Profile: Ensure that all jobs meet dynamic, a self-motivated team objectives and their entire digital entire sales process; lead generation, with clients’ approval at each stage player with a positive attitude, marketing needs including Search closing sales of development in terms of quality/ patience and business sense. S/he Engine Marketing and social media. Exp: 0 to 4 years timing and keep the client updated should have excellent presentation, Exp: 2 to 3 years Location: Mumbai with weekly status reports. Ensure oral and written communication Location: Gurgaon Email: [email protected] that all important meetings are skills, with an eye for details; have Email: [email protected] ...... contact reported. prior experience with advertising ...... Exp: 7 to 8 years agencies only. Industry research Post: Business Developement Location: Hyderabad capabilities, to understand clients’ Post: Copywriter/Senior Copywriter Executive (ATL/BTL) Email: [email protected] business environment. Company: Imagic Communications Company: Classic Advertising ...... Exp: 5 to 10 years Pvt Ltd Group Location: Mumbai Profile: Conceive, develop and Profile: The candidate should be Post: Content Writer (Social Media) Email: hr@eggfirst.com execute with good ideation. Be a from advertising agency and have Company: Span Communications ...... thinker with ideas /concepts. good English communication skills; Profile: The candidate will be Exp: 3 to 5 years strong PR with clients and can responsible for creating content Post: Copy Writer – Hindi Location: New Delhi develop new business, must own a (posts, blogs, etc); should have good Company: Moving Pixels Pvt Ltd Email: [email protected] bike. command over English and Hindi. Profile: The candidate will be ...... Exp: 2 to 5 years Exp: 3 to 5 years responsible for taking clients’ Location: Delhi Location: Lucknow advertising brief and generating Post: Digital Executive Email: [email protected] Email: [email protected] original copy ideas that grab the Company: India News ...... attention of the target audience. Communications Ltd This can include creating straplines, Profile: Well conversant with Post: Sr. Copywriter slogans, body copy, jingles and the complete digital processes Company: Thoughtrains Designs scripts. Familiarising themselves such as extraction of data from EVEN GOOD CAN! Pvt Ltd with the product, target audience Analytics tools, building reports GET BETTER Profile: The candidate should be and competitor activities in the and dashboards in Excel and using proficient in English language and market. Brainstorming ideas and visualization tools like Meltwater. grammar (both written & spoken); concepts for visual and words with Exp: 2 to 4 years should be able to convert client members of the creative team. Location: Noida briefs into incredible ideas of Exp: 5 to 12 years Email: [email protected] communication; should be a team Location: Ahmedabad ...... TO ADVERTISE, CONTACT: player with capacity to work closely Email: [email protected] Shubham Garg with Art Directors, Visualisers, ...... Post: Web Developer Designers and Jr. Copywriters. Company: Tempest Advertising Pvt Aakash Bhatia Exp: 4 to 8 years Post: 2D Animator Ltd Location: Mumbai & Navi Mumbai Company: Greysell Marketing Profile: Proficient in WordPress, Email: [email protected] Promotions Pvt Ltd CakePHP, Codeigniter, and/or ...... Profile: The candidate should have other frameworks. Demonstrable To view other jobs in Marketing, animation skills, combined with a knowledge of web technologies Media and Advertising, log on to: Post: Copywriter good sense of graphic design; have a including HTML, CSS, Javascript, Company: Quotient good level of computer knowledge; AJAX etc. Software development Communications Pvt Ltd a good working knowledge of experience in PHP Proficient in Profile: Simply put - thinking up relevant graphics, animation and creating CMS based web platforms great ideas and bringing them to compositing software, including Exp: 2 to 4 years

afaqs! Reporter, September 16-30, 2 0 1 8 25 people

A round up of some major people >> MOVEMENTS/APPOINTMENTS<< movements in the last fortnight ADVERTISING DIGITAL Lowe Lintas highly-talented world-ranking creatives and Twitter Arun Iyer has stepped down as the chairman account management chiefs as he leads the Twitter’s country director for India, Taranjeet and chief creative officer (CCO) of Lowe Lintas. strategic thinking on brands such as Mars, Singh, has quit the company. In a series of Talking to afaqs! Reporter, Iyer confirmed that Pedigree, Wrigley’s, SC Johnson, HP Printers tweets, Singh has announced his resignation, he has decided to move on from the agency and Laptops, new business and projects from adding that Balaji Krish, Twitter’s global after spending over 15 years, to start his own other BBDO offices. Bhat comes to BBDO India head of revenue strategy and operations, will venture. As part of the newly-appointed leader- via BBDO Lanka and Happy McGarryBowen, become the interim country head. ship team, Amer Jaleel (chairman at Mullen Bangalore where he was director-planning. He Lintas) will now be appointed as group chairman brings with him 10 years of diverse planning Madison Digital and CCO, while Virat Tandon (chief executive experience on both national as well as multina- Madison Digital has appointed Gaurang officer, Mullen Lintas) will be elevated as the tional brands. Menon as national creative director. Menon group CEO. Iyer will continue to work as a full- will report to Vishal Chinchankar, chief time employee till January 2019. Post that he will ASCI digital officer - Madison, and will be based continue to remain associated with the agency as At the board meeting of The Advertising in Mumbai. Menon comes with a wealth of a consultant till mid next year. Standards Council of India (ASCI) held recent- experience in digital communication across ly, D. Shivakumar, group executive president, agencies. WPP corporate strategy at Aditya Birla Group, was WPP plc has announced the appointment unanimously elected the chairman of the board Alt Balaji of Mark Read as chief executive officer and of ASCI. Shivakumar is an accomplished business Manav Sethi, chief marketing officer of Alt his appointment to the Board of WPP as an leader having spent over 19 years in sales, mar- Balaji, digital arm of Balaji Telefilm’s, has executive director with immediate effect. Roberto keting and general management positions across stepped down from the role and is about to Quarta has resumed his role as non-executive consumer products and the luxury industry. join a new role soon. With over 15 years of chairman. Andrew Scott will continue in his experience nationally and globally in market- role as chief operating officer of WPP on a per- FCB Ulka ing, product, sales and strategic alliances in manent basis as a key member of the senior FCB Ulka has appointed Theresa Ronnie as the digital businesses, Sethi was also the found- management team. new head of office for Bengaluru. Ronnie will ing CMO of Alt Balaji, had joined the be responsible for upping the ante for the company in January 2017. DDB Mudra Group Bengaluru office. She will be reporting to Nitin Integrated Marketing Communications and Karkare, chief executive officer, FCB Ulka. Yahoo India services network DDB Mudra Group, has Ronnie is a brand communications specialist with Gurmit Singh, vice president and managing appointed Iraj Fraz Batla, as executive creative over 16 years in the business of shaping brands. director, Yahoo India has quit the company. director, DDB Mudra West. Batla will be She joins FCB Ulka from Publicis, where she was Singh had joined the company in 2014. He based out of the group’s Mumbai office,and heading the Bengaluru operations. was tasked with overseeing Yahoo’s business will report to Rahul Mathew, national creative in India. Prior to joining Yahoo India, Singh director, DDB Mudra Group. iProspect India had worked with Network18 where he was iProspect India, digital performance agency chief executive officer of Forbes India. With BBDO India from Dentsu Aegis Network, has appointed over 24 years of experience, Singh has a deep BBDO India has recently appointed Ravi Bhat Venkat Shankarnarayan and Nihal Nambiar as understanding of the media and entertain- as vice president - planning, Delhi. In his AVP - Paid Media. Both of them will lead the paid ment industry in India. new role, he will be working closely with the media practice at iProspect. MEDIA MARKETING Sony Pictures Networks India Balaji Telefilms HDFC Life Mobiles. Before joining Razer Kedar Teny, head of marketing Balaji Telefilms has roped in Aashish HDFC Life, has appointed Vibha Inc., he worked with Motorola as and OAP - sports, Sony Pictures Singh as chief executive officer for Padalkar as its new managing the head of product management. Networks India (SPNI) has quit Balaji Motion Pictures. He will director and chief executive offic- the company, confirm industry report to the group chief operating er for a period of three years, PepsiCo sources. Teny joined the network officer, Nachiket Pantvaidya. Singh effective September 12, 2018, in PepsiCo India has announced in June 2017. Prior to joining has been an accomplished execu- a board meeting held recently. that its senior vice-president SPNI, Teny worked with tive movie producer, with over 15 Padalkar joined HDFC Life in (beverage category), Vipul McDonalds India as director mar- years of domain experience. In his August 2008. Prakash has quit the company keting and digital. last stint, he was vice president - and has decided to pursue entre- production at Yash Raj Films, and AkzoNobel India preneurial opportunity. Prakash Zee Media was responsible for all the aspects The board of directors of Akzo will be succeeded by Vishal As per the media reports, pertaining to production. Nobel India (ANIL) has recent- Kaul, who recently joined back Sujeet Mishra, head of marketing ly approved the appointment of the firm after a brief stint with at Times Now has recently moved IBF Rajiv Rajgopal as the managing cab hailing start-up Ola. on to join Zee Media Corp to NP Singh, CEO of Sony Pictures director of the company, effective head the marketing functions. Networks, has been elected as from November 1, 2018. Jubilant FoodWorks During his stint at Times Now, the new president of the Indian Food service company Jubilant Mishra was leading the brand’s stra- Broadcasting Foundation (IBF). He Xiaomi India FoodWorks, announced the tegic planning and communication, will succeed Punit Goenka, man- Xiaomi has appointed Anuj appointment of Kapil Grover as including consumer research, new aging director, Zee Entertainment Sharma as the head of marketing chief marketing officer for its brand initiatives, market develop- Enterprises. Meanwhile, all other for India. Sharma joins Xiaomi pizza brand, Domino’s Pizza. ment across ATL, BTL and digital office-bearers of the foundation have India from Razer Inc. where Grover took over his role in July platforms. been re-elected. he was director - Asia Pacific 2018.

26 afaqs! Reporter, September 16-30, 2 0 1 8 2016/-(inclusive taxes).

3495/-(inclusive taxes).