CHHOTA BHEEM 1276260$// the Energetic, Dhoti-Clad Boy from the Village of Dholakpur Is India’S Biggest Animated Success Ever

July 1-15, 2013 Volume 2, Issue 4 `100 16

CHHOTA BHEEM 1276260$// The energetic, dhoti-clad boy from the village of Dholakpur is India’s biggest animated success ever. Why can’t Indian children get enough of him?

Subscriber copy not for resale 22 8 23 8 PLUS SHINE.COM Connective Strength 6 FACEBOOK Changing Tack 12

THE TELEGRAPH Youth Connection 21 PROFILE TELEVISION DKT INDIA Rishi Piparaiya Weaving a Fantasy Different Take MSM MOTION PICTURES The insurance expert is a Channels are still trying to How to sell a condom with master of many trades. rekindle the Ramayan magic. humour. Moving Start 21

EDITORIAL

This fortnight... Volume 2, Issue 4

arketing to children in any product category is frustratingly difﬁcult. Their EDITOR Mtastes are ﬁckle; they can’t easily articulate why they like or don’t like Sreekant Khandekar July 1-15, 2013 Volume 2, Issue 4 `100 something; their purse strings are controlled by somebody else – and they quickly grow PUBLISHER 16 out of the target segment. It is enough for any marketer to tear one’s hair out. Prasanna Singh SENIOR LAYOUT ARTIST Now go a step further and try to create an animated character that children might Vinay Dominic like. Animation is expensive to produce. The complication here is that the child’s PRODUCTION EXECUTIVE attachment to the character takes a long time to develop. A broadcaster is, in effect, Andrias Kisku selling a long-term relationship to a child who is not interested beyond the present. ADVERTISING ENQUIRIES Rahul Puri, (0120) 4077833, 4077866 CHHOTA BHEEM Noida 1276260$// Where there is pain, there is reward. If creating a successful animated character for The energetic, dhoti-clad boy from the village of Arunima Bhattacharya, (022) 40429702-5 Dholakpur is India’s biggest animated success ever. Why can’t television is hard, the rewards of getting it right are splendid too. As the cover story on Indian children get enough of him? Mumbai Chhota Bheem explains, in its sixth year now, only 21 hours of fresh programming Subscriber copy not for resale 22 8 23 8 PLUS [email protected] SHINE.COM Connective Strength 6 every year is enough to give the channel, Pogo, 48 hours of fresh content every week. FACEBOOK Changing Tack 12 MARKETING OFFICE

THE TELEGRAPH Youth Connection 21 B-3, First Floor, Sector-4, Noida-201301. PROFILE TELEVISION DKT INDIA The cartoon world is dominated by international characters which are universally Rishi Piparaiya Weaving a Fantasy Different Take MSM MOTION PICTURES The insurance expert is a Channels are still trying to How to sell a condom with Moving Start 21 Tel: (0120) 4077800. master of many trades. rekindle the Ramayan magic. humour. recognised because the major studios in the US have done such a good job of marketing MUMBAI these across the world. It is easier for local broadcasters to acquire the rights to these 501-502, Makani Center, 5th Floor, than go through the pain of creating new characters. Also, children are generally less Off Linking Road, Bandra (W), Mumbai - 400050 sensitive to social issues like the character’s origin and looks than are adults. Tel: +91-22-40429 709 - 712 However, a market as large as India has promised more. In all other media, the content is BENGALURU S-1, New Bridge Corporate Centre, overwhelmingly local. Even Hollywood ﬁlms, which have wiped out the local ﬁlm industry in many 777 D, 100 ft Road, Indira Nagar, countries, command only a small share of audience attention in India. It seemed only a matter of time Bengaluru - 560038, India before the same rule would apply to children’s animation on TV, too. SUBSCRIPTION ENQUIRIES Akhilesh Singh, (0120) 4077837 Chhota Bheem is by no means the only Indian character of its kind. There have been some successes [email protected] earlier too but the fact that it has managed to race ahead of all the international competition is bound to Owned by Banyan Netfaqs Pvt Ltd and inspire a new spurt in locally produced animation. Printed and published by Prasanna Singh, at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063.

Printed at Cirrus Graphics Private Limited B-61, Sector 67, Noida (U.P.), 201301 Sreekant Khandekar Cover Illustration [email protected] © Green Gold Animation CONTENTS 24 19 PLUS

CANNES LIONS The India Show 8 ETV BANGLA Yes Boss QUICK HEAL The channel is Useless Gadgets 10 revamping its primetime slot. CAMPAIGN TRAIL New Ads 14 A G KRISHNAMURTHY 420 Memoirs DELHI DUTY FREE Mudra’s founder on his new Endorse and Educate 18 book about himself. AFAQS! JOBSWITCH TELEVISION 20 On its Own Steam 18 Unpredictable BIG ROCK 9XM The Ministry of Broadcasting Talking Business Song and Dance MOVEMENTS does not want advertorials that What’s in an extension? Ask The music network launches are based on astrology. BigRock. its ﬁrst brand campaign. People Movements 26

afaqs! Reporter, July 1-15, 2013 3 1(:6$'9(57,6,1* BIGROCK Talking Business The latest TVCs from the company promote .biz as the preferred domain for small businesses in India. By Satrajit Sen

igRock, an ICANN-accredited internet SMART START... domain name registrar and web hosting t is quite unusual to ask people to book an Bcompany is using television to promote Iinternet domain through a TVC, but BigRock .biz as the preferred domain for small businesses has been doing it since its inception. Its first in India. It has joined hands with Neustar, which campaign broke on TV in 2011. “We started on manages the domain name registry for .biz. TV as we wanted to reach a large set of audience BigRock is a part of DirectI Group, a global and it was not possible to do it on digital. Besides, internet company with customers in more than in India, TV lends legitimacy to a brand and 150 countries. the recall is very strong. We promoted the .com Conceptualised by Ideas@Work, the campaign offering as we wanted to educate interested people comprises two TV ads. The first shows an about our offerings. People were consuming entrepreneur who develops a lie-detector machine content at that time but were not very clear how that helps to curb the growing rate of divorces. to host content, and that is what we wanted to A prospective groom is questioned about his educate them about,” explains Mehrotra. willingness to marry a girl and is also asked Since 2011, the company has launched about whether he is marrying her for her father’s money. 14 TVCs to promote its services. In technical The groom lies and is caught. The owner then terms, each internet domain extension is known proudly says that his business has helped save as TLD (top-level domain) and BigRock has 6,000 marriages so far. The TVC ends with a been attaching an emotional quotient with each voiceover promoting the .biz offer. TLD offering advertised on TV. With each TVC, Mehrotra states that searches about the brand increase and there is also a surge “A .biz extension in traffic and transactions experienced by the site. The website currently has 2,00,000 users in its is equivalent to registered user base. the pride you attach to your CHALLENGING DOMAIN? business.” omain hosting services are the backbone of web hosting, hosted email for Da website. These offer web hosting services, SHASHANK .biz domain and Google Adwords coupons worth privacy features and latest extensions. MEHROTRA Rs 2,500, all of which are integrated with a website With more people buying domains every builder priced at Rs 199. The budget will be day, the number of domain hosting services is apportioned from its annual integrated marketing growing exponentially. However, according to The second TVC shows a Yoga class owner budget of Rs 10 crore. BigRock, of the 130 million internet users in speaking about how she is serving society by Shashank Mehrotra, general manager and India, there are only 3 million domains booked in giving back what her Guru has taught her. This business head, BigRock, states that the campaign the country, which stands to around 2 per cent of TVC also ends with a voiceover promoting the is devised around the idea of telling entrepreneurs the country’s internet population. In China, that .biz offer. Launched on June 17, the campaign will that addressable businesses should be online and figure is 7 per cent while for developed markets run on GECs and news channels for two weeks. have a .biz extension. “It is equivalent to the pride like the UK and the US, the number is as high as According to the company, the TVC is a part you attach to your business. This was done to set 25 per cent. of an outreach campaign that bundles services like the local context,” Mehrotra adds. [email protected] ȱ

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ǱȱǰȱȱŗśƸȱǰȱƸƸ ǰȱȱŗȬŗřȱȁŗřȱȱ¢ 1(:6$'9(57,6,1* SHINE.COM Connective Strength The job portal has launched a new television campaign highlighting its social recruitment feature. By Satrajit Sen

his is the era of social media and even jobs are getting Tsocial these days. Shine.com, that the ‘social bar’ has been live. the job portal from HT Media’s Engagement and usage of the new subsidiary FireFly eVentures, has features have been impressively high. launched a new TVC highlighting We expect this to grow even faster its social recruitment feature. Earlier now that the communication is on this year, Shine.com announced mass media,” Bhalla informs. a strategic partnership with social recruitment platform MyParichay, DUAL APPROACH which enables a recruiter to reach hine.com has not advertised much out to the personal networks of their Son TV. What changes now? Bhalla employees, match the skills and states that the company is actually requirements to those in the extended reaching out to audiences through network, and use the referral feature two screens - TV and internet. “Our to connect with potential candidates. media campaign (executed by Maxus Conceptualised by Dentsu India, and Blazar of GroupM) makes sure the core proposition of the TVC is that our TG moves seamlessly across to highlight that a friend can now help one get “Job search is these two media and targets them through one the next job. The campaign shows a story of two integrated approach. The combination of these two friends and the way one helps the other in getting going social and is the best way to reach the young professional.” his dream job through a social network. candidates are Competitor Naukri.com is a big advertiser on Targeting the job-seeker, typically a working TV. With this campaign, Shine.com is trying to professional in his late 20s who is working in one more likely to use address the immediate challenge of educating the of the metros, the TVC starts with one friend, Facebook over job-seeker on the power of her social network and Govind, asking the other to help him in getting LinkedIn” how Shine.com can leverage it to get the next job. a job in the latter’s company. The other friend RAJAN BHALLA then takes him through a human pyramid that IMPROVED LOOK symbolises a social network, with ‘Govinda Ala FOTOCORP ith this new feature and the launch of the Re’ playing in the background. Govind is then 65 per cent of candidates are more likely to use Wnew campaign, Shine has also revamped its seen climbing the pyramid and landing in front of Facebook over LinkedIn for their next job search. entire website, especially to highlight the ‘social’ the company’s boss, who says that he has heard a In such a scenario, we have invested ahead of the aspects a lot more and visually, give it a fresh, young lot about him. curve to create a product that brings a candidate’s look. “The new design puts a lot of emphasis on According to the company, this will be a Facebook network into play.” job search and ﬁnding the friends’ linkages. This multimedia campaign comprising TV, print, The social bar, in partnership with MyParichay, will showcase our strengths,” Bhalla adds. digital and unconventional media. The campaign has been live for a couple of months and according Shine.com claims it has 1.2 crore registered was launched in the ﬁrst week of June and will to Bhalla, the plan was to start advertising in peak candidates on its database. Apart from the continue for about six weeks. Speaking to afaqs! season - June and July - which is what they did (as consumer initiatives, the company will reach out Reporter about the objective and idea behind the per Google search trends, job-related keywords to HR professionals through Shine HR Summits campaign, Rajan Bhalla, group marketing head, start peaking from the third week of May). - panel discussions featuring industry stalwarts and HT Media, states, “We believe that job search is “On the other hand, our active user base has attended by senior HR leaders. going social in a big way. Our surveys suggest that gone up substantially in the last two months [email protected]

1(:6$'9(57,6,1* DKT INDIA A Different Take 60TH INTERNATIONAL FESTIVAL OF CREATIVITY 16-22 JUNE 2013 DKT India is pushing its condom brand through a different communication. By Devesh Gupta

or reasons as varied as social stigma, religious taboo and Funawareness, the ‘condom’ is one of the lesser spoken about subjects in India. That is quite amazing, for a market valued at about Rs 1,000 crore, with several key players in it. The television advertisement for the category, often tucked away for ‘adult’ viewing slots late into the night, mostly visualises erotic moments irrespective of brand personalities. DKT India, a non- stamina, the main feature of this proﬁt organisation and a key new product.” player in the condom industry, Currently, the campaign is INDIA LIONS has taken an alternative route for running on English and Hindi its brand, XXX Stamina to appeal national news channels and SCOREBOARD to the younger segment. GECs targeted at youth, lifestyle A quick look at all the Lions India won this year, Targeted at people from and Bollywood channels. The across all 16 award categories... SEC A+, the TVC emphasises Facebook page (http://www. the product’s USP, which facebook.com/dktindia.org) will CATEGORY GOLD SILVER BRONZE TOTAL is, condoms with a time delay also be used for the campaign. Innovationnovation - - - - component ‘Benzocaine’ that DKT India plans to launch Directrect - - 1 1 helps last longer during love another TVC in August and will Promoromo & ActivaActivationtion - - - - making. Conceptualised by promote the brand on the out of Mediaedia - - - - Guava Creative Solutions and home medium, too. The company produced by Monkey On Hot has earmarked Rs 2.5 crore for the Mobileobile - - - - Bricks, the two ad ﬁlms showcase entire campaign. Outdoorutdoor 2 - 3 5 six different situations where the XXX Stamina Condoms Pressress 4 2 5 11 protagonists sleep in their own were launched in May 2012 and Cyberyber - - - - world in the day, much to the the organisation has sold more Designesign 2 2 8 12 astonishment of those around than 3.5 million pieces till date Radioadio - - - - them. through its chain of retailers. The Brandedranded CContentontent & EnteEntertainmentrtainment - - - - Says Vikisha Mehta,, creative pproduct is priced at Rs 30 director, Guava for three pieces. Much Filmlm - - - - Creative Solutions, of the sales have come Filmlm CCraftraft - - 1 1 “We aimed at from West India. DKT Titaniumtanium & IntIntegratedegrated - - - - coming up with the competes with Durex Creativereative EffectiEffectivenessveness - - - - communication in a and Kamasutra in the PR - 1 2 3 fun and humorous premium condoms Total 8 5 20 33 way. Our brief was to focus more on FRQWLQXHGRQSDJH>>

1(:6',*,7$/ QUICK HEAL Useless Gadgets The campaign aims to inscribe the humour quotient in the term ‘anti-virus’. By Satrajit Sen

he term ‘anti-virus’ doesn’t have anything memes, infographics, user-generated content via to do with humour. But a recent campaign images/videos, contests and blog posts. The campaign kicked off Tby internet security solutions firm, Quick Speaking on the idea behind the campaign, with the first video and a Heal Technologies, along with its digital agency, Sanjay Katkar, CTO and technical director, CogMat, hopes to change the notion by getting the Quick Heal Technologies, says, “101 Campaign supporting hashtag contest humour quotient in the term ‘anti-virus’. is an attempt on our part to take digital marketing Titled ‘101 Uses of Gadgets without Quick seriously and to reach out as we see a lot of potential on Twitter. Heal’, the campaign is slated to run for a period of five weeks. Through the campaign, Quick Heal #ADayWithoutInternet, garnered more than 6 looks to reinforce the idea that IT security is not million impressions over a three-day period, with optional, but a necessity in today’s connected age. “101 Campaign over 5,200 tweets received. #ADayWithoutInternet The core of the campaign is a series of is an attempt on trended at No. 1 in India and at No. 4 globally. 30-second YouTube videos that bring home our part to take The trending continued for over 24 hours, in the message through infusion of humour and many places. unpredictability. It is supported by a dedicated digital marketing The brand’s Facebook page got about 12,000 Facebook page, Twitter handle and a special seriously. ” fans in the first week of launch and has been getting microsite (www.101usesofgadgets.com) that SANJAY KATKAR a good response for the memes, infographics contains contests, offers and more. The crucial and virus of the week updates as part of the videos that form the basis of the campaign are communication strategy for 101 uses of gadgets. broadcast on Quick Heal’s official YouTube The brand has also been running a picture/video channel. Already in Week 2, the campaign has been in it. The digital world is more empowering, contest on its microsite, supported by memes for largely successful, garnering about 770 Twitter friendly, social - and it happens in real time. This inspiration. The contest has garnered a favourable followers (https://twitter.com/101useofgadgets) was an amazing way to add the human element in response, with users uploading their own uses of and 26,540 Facebook fans (https://www.facebook. the best possible way to our marketing efforts. And useless gadgets. com/101usesofgadgets) in the first week. there is no better way than conveying our message Quick Heal Technologies (formerly known as Over the course of the campaign, Quick Heal in a lighter vein.” Cat Computer) established in 1993, is a developer plans to give audiences 101 ways (hilarious or The campaign kicked off on June 3 with the of IT security software under Quick Heal Brand otherwise) to put their useless gadgets to good release of the first video and a supporting hashtag and is present in 50 countries. use. The uses will be showcased through videos, contest on Twitter. The first week’s hashtag, [email protected]

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FACEBOOK << FRQWLQXHGIURPSDJH Different Take Changing Tack segment. XXX Stamina targets two kinds of users: first time and regular. When it Facebook has announced that it will cut the number of advertising comes to the regular users, the biggest task options dramatically. How will it affect advertisers? By Satrajit Sen for the brand is to achieve top of mind recall, so that users ask for the brand when they go to purchase condoms. For first- acebook, the marketers’ go-to time users, the biggest task for the brand is place for social marketing, has to explain the need of the product, safety Fsaid that it will simplify the issues and then create a space in their platform’s advertising formats that minds. It was found that a large number of include at least 27 ways through which men/boys are shy when they first attempt advertisers can promote their brands. to buy condoms - it is up to the retailer to The big change is that over the next push the brand. six months, all the ad formats on Rizwana Kapadia, director, operations, Facebook will have a social context. DKT India, says, “The condom market “Marketing should be simple. depends on the manufacturer-retailer Marketers of all sizes should be able relation. The retailer keeps his profit in mind to give Facebook their business goals, before selling, so it depends on the kind of and Facebook will generate the right schemes offered to him. Interestingly, the combination of products to help them sale of condoms is not just happening at the achieve it,” the company said in a recent blog post. medical shops but from pan shops too.” In doing so, however, Facebook will remove DKT is present in 19 developing nations. some of its features that have become quite popular The Indian arm was established in 1992 among advertisers. Calling it a move to eliminate and works across the country. DKT India redundancies, Facebook will remove its ‘Questions’ has a large range of family planning and and the ‘Online Offer’ ad format, because neither worked quite the way it had hoped. Besides, the platform will also re-do ‘Sponsored Stories’ and include them in all ad formats. Until now, advertisers had to pay a separate amount for adding ‘social context’ to their ads. Now, all ads will have a social context attached to them. This means that advertisers will powerful way,” adds Joseph. no longer have to take the extra step of creating sponsored stories. The SIMPLY BETTER... platform will phase out ‘Sponsored ny simplicity and larger focus on Stories’ as standalone ad units and Abusiness is good for the Indian Kapadia and Mehta: subtle appeal will effectively merge them into all market because Facebook ads are ad products. something, which most marketers reproductive health products. haven’t explored to their full potential. Mumbai-based Guava Creative Solutions FIXED CONNECTION? “Truly speaking, the marketers don’t has been operating since 2009 while n spite of doubts about its ability care about the formats of Facebook Monkey On Hot Bricks is a production Ito attract advertising revenue, ads because a majority of them use house in Mumbai operating for more than Facebook ended 2012 with revenue it for performance marketing. So, three years. of over $5 billion. Even in India, whether the user action is coming it probably earns more from digital from a text ad or a visual ad, small HYPNOTIC APPEAL? advertising than any other player, ad or a large ad, it doesn’t matter to rijesh Jacob, managing partner, White except Google. them. Since India is a huge market BCanvas/22feet, says, “The creative team So, will the changes in the ad for Facebook, the impact is likely to has taken the bold route of ignoring the usual product mean that Indian businesses be large but in a positive direction,” way of condom brands communication and and advertisers will need to change asserts R P Singh, CEO, Sirez Group. come up with a different way. My only

the way they use Facebook ads? FOTOCORP concern is that the team could have added Manu Kumar Jain, co-founder CONSUMER EDGE more charm to the situations shown.” and managing director, Jabong. or the consumers, it does mean Jacob adds that the task for the brand com, is happy with the imminent Fthat they will have to encounter now is to carry on the engagement and changes. “Facebook is a big point of only one form of advertisement from ensure brand recall. discovery for Jabong.com and we brands on the platform. Raghu Bhat, co-founder, Scarecrow feel that this is a welcome change as “I think the new ad formats will Communications, says, “It is a bit evolved, a large number of formats result in be good for both marketers and a Western kind of idea. I doubt if everyone confusion for both the advertisers publishers. For instance, Hashtags, amongst the Indian target audience will get and the consumers. Earlier, it was all which have been launched recently, it in the first go.” What it definitely needs is about delivering the same message can be a good marketing tool on much stronger branding, Bhat opines. Even to the consumers in different ways Facebook,” concludes Shekhar after multiple viewings, he wasn’t able to and then deciding which format Sharma, national director, search, recollect the brand name. This is important works best. Now, it will be about platforms and performance, GroupM if the brand is trying to fight formidable the message getting stronger as it will Singh and Jain: happy Interaction India. names like Kamasutra and Durex. be delivered to the consumer in one experiments [email protected] [email protected]

12 afaqs! Reporter, July 1-15, 2013

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

MTS ROOHAFZA PARAS DAIRY The mobile network service provider has come up with a Hamdard RoohAfza’s television campaign invites people to To mark its 50th anniversary, Paras Dairy has come out TV campaign that focuses on its new initiative for prepaid send in their personal stories related to the cool rose drink. with a new campaign that strengthens its positioning. customers called ‘Always talk’. Akin to what Maggi and several other brands are doing, Jeene Ka Swad shows a group of six-year-old children, the ‘My RoohAfza story’ campaign attempts to reignite who are still happy even if they haven’t scored a goal in a the pleasant memories people have had when drinking football game. Thereby, giving the message that the real RoohAfza. taste of life is when you live it.

Agency: Rediffusion-Y&R Agency: Triton Communications Agency: Redifussion-Y&R Creative Heads: Sam Ahmed and Komal Bedi Sohal Creative Team: Subroto Mitra and Nishant Gupta Creative Head: Chraneeta Mann PRINT AIRTEL Bharti Airtel promoted its one rupee national plan with a full page ad in leading newspapers. The creative had a AMUL Indian one rupee coin with the Amul continued its contextual advertising with an ad Airtel logo and that was made around the Madras High Court ruling that National Plan couples who have premarital sex were to be considered GODREJ EXPERT inscribed on it ‘married’. The ad titled ‘Pre Marital Snacks’ shows two Hair colour brand, Godrej Expert launched a print to symbolise consenting adults having toasts, with a judge standing at campaign on Father’s Day with the message that every the uniform the background. dad is a child’s first hero and he should remain young tariff across the

forever. The campaign also promotes Rangdoyehpal.com, a country. microsite designed by the brand.

Creative Agency: daCunha Communications, India Creative Agency: Creativeland Asia, India OOH DIGITAL

JODHA AKBAR PUDIN HARA BLACKBERRY Zee TV mounted a 125X20 ft billboard at Mahim Causeway Dabur Pudin Hara installed a huge umbrella in Kanpur on Canadian Smartphone brand, BlackBerry launched a in Mumbai to promote its new show, Jodha Akbar. The June 18, an initiative that has been registered with the digital campaign to showcase its offerings of apps in its innovation includes handcrafted rose petals and a 120 ft Limca Book of Records. The umbrella is 21.7 ft high, 35ft latest OS called the BlackBerry 10. The video ad shows a long sword that weighs more than 100 kg. The entire set in diameter and weighs around 231.5kg. The initiative person using the lifestyle apps in his daily routine. up is a set of three 40X20 ft billboards. was a part of Dabur Pudin Hara’s ‘Thandak Ki Chaaon’ campaign. Agency: RoshanSpace Brandcom Agency: Percept Activ Brand: Zee TV Brand: Dabur Pudin Hara Creative Agency: MCN, Mumbai, India

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

14 afaqs! Reporter, July 1-15, 2013 FANTA Playful Storytelling The campaign is launched with a vision to bring ‘Play’ back into the lives of consumers. By Satrajit Sen

anta, the fruit-flavoured carbonated soft drink from FThe Coca-Cola Company, has launched an interactive graphic novel featuring the animated Fanta crew that appears in the brand’s television commercials. Called the Play Fanta franchise, the characters connect with the core consumer base of teens through the graphic novel’s digital storytelling on Playfanta.com. The novel also features games moulded to fit the story. The PlayFanta campaign is being rolled out in more than 190 markets globally The graphic that the Indian youth will also this year. Ogilvy & novel titled ‘Saving identify with, and coupled with Mather New York the Source’ has the state of the art technology, this will was tasked by Fanta characters Todd, surely be one of our most exciting to lead the PlayFanta Tristan, Andy, Floyd, initiatives.” creative vision and Lola, Maude, Gigi The novel was developed by turn the 3D Fanta and the Lhava Twins Hollywood scriptwriting studio world and its well- as they set out on a The Alchemists, with animation loved characters into journey to find and by Psyop. According to Marianne a global franchise. fix the source of Pizzi, executive group director, Fanta is also looking Play in their town, Ogilvy & Mather, the brief was at attracting teens after it mysteriously to create a platform where every from popular social disappears one day. piece of the communication was hangouts and portals Speaking on the playable. To make it interactive, such as Facebook and initiative, Anupama they created a nine-chapter graphic YouTube. PlayFanta Ahluwalia, vice- novel with hidden games. was released in India president, marketing, This is the second time that on April 29, parallel to Coca-Cola India, Fanta is taking its TVC crew out its global release. The says, “PlayFanta is a of the TV. In 2011, the creative initiative has also been very dynamic concept agency Encyclomedia Networks released on Fanta’s Anupama Ahluwalia with embedded layers did a building wrap innovation Facebook page and via of storytelling and in Chennai that featured the apps available across all app stores. adventure that we believe will ‘Fanta Crew’. Five surfaces of the Besides, TVCs and an online video appeal to our teen demographic commercial office building, Ameer will also be used to promote the across the spectrum. The narrative Plaza in Nungambakkam, Chennai, graphic novel and the campaign. tells a universal story with elements were wrapped up with 3D creatives in such a way that a bright orange visual story continued across all of PlayFanta is a concept embedded with them. layers of storytelling and adventure. [email protected]

Stories featured on this page highlight innovative marketing techniques using various media vehicles like print, digital and out-of-home. birthday celebrations of Bheem in different cities and its online telecast. CHHOTA BHEEM With its strong tradition of film making and TV programming, why did it take so long for an Indian character to enchant children? The first animation in India was Ek Anek Aur Ekta, a seven-minute-long effort followed by the first television series, Ghayab Aya. Both were telecast on Doordarshan. Shroff points out that animated content is expensive to NOT SO SMALL produce and procuring existing programmes from abroad is more economical. Another animator points out that “Children understand no barriers. They don’t mind if the character doesn’t look Indian.” In the early days, Indian animators were Chhota Bheem and approached by foreign production houses to creator, Rajiv Chilaka: provide backend services. That is probably why, ‘‘We had to make sure that for a long time, Indian animators lacked a sense our hero looked like of story-telling. Rudra Matsya, CEO, RME any other boy’’ Entertainment (the company behind Keymon Ache and Chhotu Pandav), explains, “Back then, no TV network was asking for Indian content.”

ENTER THE HERO he creation of Chhota Bheem was not without Ttrial for its creator, Rajiv Chilaka. After doing his masters in engineering and working for three years as a software engineer, Chilaka realised that his dream was animation. He did a course from San Francisco at 26 and started Green Gold Animation with four employees in Hyderabad where it is still headquartered. His equal business partner is Samir Jain, a local businessman, who invested in the company in 2004 and came on board fulltime in 2011. Since then, Green Gold has become a `35-crore company that employs 250 people – but, more important, entertains millions of children. The company began producing television content in 2002, Bongo on Doordarshan being the first show. After that, Vikram Betaal appeared on Cartoon Network. Chilaka soon realised that the characters were in the public domain and anybody could claim them. “I wanted to create a character for children which would be ours exclusively,” recalls Chilaka. He tried to use Krishna as the base for creating one but soon realised that too many rival companies had the same idea. Chilaka The energetic, dhoti-clad boy from the village was afraid of losing the race because his company of Dholakpur is India’s biggest animated success ever. Why can’t Indian children get ,1',$¶602673238/$5.,'6¶ enough of him? By Raushni Bhagia &+$5$&7(5%(*$1$6$ (3,62'(796+2:7+$7+$6 © GREEN GOLD ANIMATION *52:172(3,62'(6$1' he children’s animation business and English language kids’ channels. Says Munjal 029,(60$'((63(&,$//< has traditionally been dominated Shroff, director, Graphiti Multimedia (creator of J by a remarkably small number of bole to Jadu as well as Krish Trish And Baltiboy), “We )257(/(9,6,21 international cartoon characters. By way probably need a state-owned kids broadcaster who Tof example, Mickey Mouse was born in 1928; will think beyond the topline and bottomline and had barely started and had a turnover of just `2 Popeye in 1933, Bugs Bunny in 1938, Tom and consider telecasting quality content instead.” million (though Green Gold did produce Krishna Jerry – still going strong – first appeared in 1940. In this gloomy environment a nine-year-old for Cartoon Network in 2006). Even Doraemon, a relative newcomer, is 40 years Indian village boy has knocked the stuffing out Characters from mythology had enormous old. So great is the momentum of history behind of rival dog, cat and mice characters to reach the pull but they were available to everybody else. these international favourites that local successes top. In doing that, Chhota Bheem has turned In turning over the problem, Chilaka settled on are few. The cost of creation is high, the success the channel rankings topsy turvy. When the little Bheem from the Mahabharata: “I decided to pick rate is low, and it takes a long time for a character fellow first appeared on Pogo in 2008, the channel the character and put him in a different set-up, era, to come into its own. was barely limping along. In week 18 of 2013 time zone and different idea with different friends, Barring the odd exception, the Indian TV (April 28-May 4), Pogo registered 183 GRPs thereby making him more fun.” scene too has largely been dominated by foreign (4-14, all C&S homes), the highest ratings for One obvious decision was to reduce Bheem’s characters in spite of there being a dozen Hindi a kids’ channel since 2006. A big reason: the age because children like the protagonist to be in

16 afaqs! Reporter, July 1-15, 2013 &29(56725<

except that he is strong,” reasons Chilaka. For instance, Green Gold makes only 39 Though the first version of Chhota Bheem was episodes (20-22 minutes each) and six television created in 2003, five years of rejection followed. movies (70-90 minutes each) every year. Against The production house drew over a hundred this, Pogo airs Chhota Bheem for an average of characters to finalise on a single prospective eight hours per day. In effect, just about 21 hours Chhota Bheem. The other characters were, of fresh programming every year is enough to give however, finalised almost at the first go. Finally the channel about 48 hours of programming every on April, 6, 2008, the first episode of the TV series week. It’s taken years to build the archive, though. Using Bheem was a perfect way went on air on Pogo from the Turner stable. (The As Green Gold grows in strength and confidence, to attract viewers initially. Today, show is co-produced by Turner and Green Gold it has been exploring ways of extending the Chhota we have an aggressive presence on Animations). Chilaka recalls, “I had to knock at Bheem franchise. Last year saw its first theatrical “ the door of almost all the kids’ channels. When release, Chhota Bheem and the Curse of Damayan Facebook and also do a lot of meet- we approached Turner for the second time, they which clocked `4.9 crore at the box office. With and-greet events in malls, where finally said yes.” Chilaka has to thank the fact that the cost at `4 crore, the company made some © GREEN GOLD ANIMATION Chhota Bheem makes an appearance three channels were launched during that five- money. This year, however, the second release, year period: Pogo, Disney and Hungama to join Chhota Bheem and the Throne of Bali, notched up SAMIR JAIN the existing channels - both from 1999 - Cartoon Partner, Green Gold Animation Network and Nickelodeon. The creators would have loved to have run Chhota Bheem on the then leading channel, INDIA TIME? their age group (Core TG for Chota Bheem is Cartoon Network. Pogo, in contrast, was gasping 3-9 years). Chilaka cites the example of the 2005 for survival and had little viewership. The folks s the time for animated Indian kids’ characters movie, Hanuman: the audience enjoyed the first at Turner calculated that the little boy might just Ifinally here? While the little dhoti-clad chap leads half of the movie where Hanuman is a child more revive Pogo’s fortunes – and they were right. the pack, some others have been able to make an than the second half. Graphiti’s Shroff says that the partnership has impact too. Roll No 21, an original production of While Chhota Bheem is nowhere closer to the really worked as the channel and the production Turner International in India, is a hit as is Kumbh man in the Mahabharata, Chilaka’s partner Jain house have both prospered. Karan, another show on Turner’s Pogo. adds that “Using Bheem was a perfect way to Pogo too has been instrumental in the show’s Besides these, the other mythology-based TV attract viewers initially.” Moreover, since Chhota popularity. “The network’s strong distribution and series produced by Indian animators are Krishna Bheem is not a completely mythological figure, he their efforts in marketing and packaging the show Balram (Cartoon Network), The Adventures is free to do anything. Unlike, say, Krishna, who have definitely created buzz around it,” points out of King Vikram (Disney India) and Little Krishna is a god and can’t be shown to be kicked or, say, a media planner. (aired on Nickelodeon earlier). Arjun is another falling into mud. For Chhota Bheem, nothing is Krishna Desai, director, content, South Asia, upcoming animated series. Meanwhile, leaving the off limits: he is just another kid. for Turner International, says that the channel mythological umbrella, we have more ‘Made in A challenge the company faced was that the saw great potential when Chhota Bheem was India’ examples such as Motu Patlu on Nickelodeon, mythological Bheem was overweight. “But we presented to them in 2008, which is why they Chorr Police on Hungama TV, Mighty Raju (which has didn’t want to create the perception that you have decided to co-produce it. “The show is a success roots in the success of Chhota Bheem) on Pogo and to be fat in order to be strong. We had to make sure mainly because of its storyline and its characters Shaktiman (animated series) on Nickelodeon. that Chhota Bheem looks just like any other boy, who are very strong. Kids not only adore the Interestingly, a lot of animated movie series character but also aspire to be like him. The fact are coming up, specially made for the television Chhota Bheem that it is in the local language (Hindi) increases its audiences, wherein many of these movies are with friends - mass appeal and popularity,” says Desai. extended episodes of these TV series. Chutki, Jaggu The popular movies include Kumbh Karan, Luv Bandar, Kalia, THE ECONOMICS OF ANIMATION Kush, Balkand, Chhota Chintu Badaa Feku, My Name Dholu and Bholu, hat began as a 13-episode TV show has is Raj and movies from Roll No 21; apart from the Appu and Raju Wgrown to 155 episodes plus 14 movies Chhota Bheem movies. made especially for TV. According to the Ormax popularity report for 2011 and 2012, Chhota Bheem has proved to be the most popular kids’ character in India. Today, the show is aired in only `4.2 crore, despite the fact that the production Indonesia, Sri Lanka, Malaysia, Singapore costs were higher (around `6 crore) and the movie and Mauritius too. The production house is was released in Hindi, Telugu and Tamil. It hopes exploring deals with broadcasters in other to make up its losses through global markets, TV continents. Cracking western markets is rights and branding deals. Stage shows and live difficult because, according to Chilaka, action shows might follow. “When they see anything Indian they Movies for theatrical release are far more discard it because they think it is about expensive to make than those for the small gods. But I think we aren’t very far from screen. Distribution and marketing costs apart, changing this perception.” the production cost is much higher too. Plus, The success of Chhota Bheem while two thirds of the cost is guaranteed by the also explains why it is so difficult broadcaster on TV, for the big screen the risk is to create a local animated entirely the animation company’s. character. Each episode of Interestingly, each Chhota Bheem movie 20-22 minutes costs Rs (irrespective of the platform) has one new song, 20 lakh to make. Until while the TV series has a single title track. There a show’s popularity rises are about 15 Bheem songs available, which have and a bank of episodes been released on CDs. is built up, the business does not realise its THE OTHER INCOME potential. Unlike many f the advertisers are happy to support Chhota other genres, kids’ IBheem on Pogo, they are also keen to be animation has enormous repeat value. FRQWLQXHGRQSDJH>>

afaqs! Reporter, July 1-15, 2013 17 1(:6',*,7$/ DELHI DUTY FREE Endorse and Educate Sanghvi will participate in various social media activities for the brand to educate consumers. By Satrajit Sen

elhi Duty Free, as a part of its digital campaign, has roped in Vir Sanghvi, the Drenowned journalist, columnist and talk show host as the guest editor for its Facebook Page. In addition to interacting and engaging with the fans on DDF’s social media platforms, Sanghvi will participate in various initiatives that include live chats and video blogs on educating consumers about the luxury goods category (https://www. facebook.com/DelhiDutyFreeServices). Conceptualised by Ignitee Digital, the campaign also features ‘Vir’s Pick of the Week’ where Sanghvi will be seen endorsing the store’s product line-up and hand pick products to recommend to launch video on YouTube. the exclusive range of products available. Being an followers of DDF. Delhi Duty Free has increased avid world traveller himself, Vir was really the only To kick-start this activity, the its engagement on Facebook and choice for this campaign.” agency had also organised a bloggers Twitter since last year and aims Commenting on the choice of Sanghvi as a meet at the Delhi International to cement its online presence to brand endorser on digital, Atul Hegde, CEO, Airport, where the bloggers had an inform, educate and inﬂuence Ignitee Digital Services, says, “Vir Sanghvi is a opportunity to interact with Sanghvi consumers’ buying behaviour. This renowned and respected face in the industry and who conducted a master class on campaign has the same goal and evolved travellers will be very excited to engage his and the country’s favourite will run for a couple of months. with him on Delhi Duty Free’s Facebook page.” alcoholic beverage, whisky. Speaking about the idea behind Delhi Duty Free Services is the company that To add to the fervour, the forum the campaign, Abhijit Das, head was awarded the concession to manage and operate witnessed the launch of the limited Hegde: social endorser of marketing, Delhi Duty Free, duty free shops at Terminal 3, Indira Gandhi edition Johnnie Walker Black says, “Vir Sanghvi is perceived as International Airport in Delhi. In April, Ignitee Label: Delhi Edition and Dalmore Constellation a man with a taste for the ﬁner things in life and acquired DDF’s digital marketing mandate. Collection. The activity is also supported by a thus is perfect for Delhi Duty Free, considering [email protected]

land the user on a microsite that development and management. AFAQS! JOBSWITCH hosts all jobs and write ups. Speaking on the objective and According to the company, idea behind making Jobswitch a every time an organisation gives a standalone entity, Prasanna Singh, On its own Steam recruitment ad on Jobswitch, mailer COO and publisher, afaqs.com and alerts will go to the registered job afaqs! Reporter, says, “Jobswitch Jobswitch has now become a standalone job portal for seeker proﬁles that match. Job is already a preferred site when it postings will also be part of The comes to a focused approach for the the advertising, media and marketing professionals in Jobs Brief, a special weekly mailer advertising, marketing and media the APAC region. News Bureau that is sent to all 75,000 afaqs! community.” subscribers with the week’s top job “By going for a separate identity, he exclusive jobs channel picks. Rectuitment ads will also be we have obviously set high on afaqs.com, Jobswitch, has featured in afaqs! Reporter. expectations from ourselves, as well Tnow become a standalone All jobs posted on the new website as our users,” adds Singh. job portal for the advertising, media are categorised under Singh also and marketing community in the ‘Top Cities’ that informs that the APAC region. Housed at Jobswitch. With a successful record of over 10 include jobs in Delhi, group is looking at in, the website has donned a new years on afaqs!, Jobswitch today has Mumbai, Bengaluru, incorporating user look and intent, which is to be over 1,400 recruiters in India and Chennai, Kolkata and input-based changes the biggest, and most favoured abroad, of which most are repeat Noida. Besides, there on the interface destination for the jobs that matter advertisers. is a ‘Top Categories’ and technology, in advertising, media and marketing The new website has a ‘Top section that will help and expects to get in the region. Employer’ feature where the users look for jobs recruiters coming Jobswitch’s presence on advertiser’s logo will form part of across categories like back regularly to the afaqs.com provided users a the permanent space earmarked for account management site for ﬁnding the focused platform to reach young top employers on the landing page. and servicing, art right talent. SUSHIL KUMAR professionals in the community. The logo will be ‘clickable’ and will and design, brand Singh: solo switch [email protected]

18 afaqs! Reporter, July 1-15, 2013 1(:60(',$ ETV BANGLA Yes Boss The channel is revamping its prime time slot between 8 pm and 10 pm. By Raushni Bhagia

fter the telecast of Jhalakk Dikhla Ja (Bangla) and Antakshari Premier League, ETV Bangla, Athe Bengali general entertainment channel, is now all set to launch another reality property, Bigg Boss, for the Bengali market. In what is being seen as a wise move by some media planners, the channel will also launch two new fiction properties on the back of this reality show. The major prime time slot between 8 pm and 10 pm will thus see a major revamp on the channel. On June 17, Bigg Boss’ launch was preceded by the premier of a blockbuster Bengali movie, Though he decided to remain tight-lipped on Muktodhara, at 5.30 pm, followed by the first “SHOWS LIKE the financial details, media planners and buyers episode of the show at 8.30 pm. BIGG BOSS ARE suggest that the channel expects about 40-60 per June 18 onwards, the channel launched two COSTLIER THAN cent higher ad rates for the property. Generally, fiction properties, Dui Prithibi (a young girl’s GECs in the Bengali market sell weekday evening journey to the helm of politics) at 8 pm and Biyer OTHER SHOWS prime time slots at the rate of Rs 8,000-10,000 for School (the story of a man’s endeavour to save the ON REGIONAL a 10-second slot. constitution of marriage) at 9.30 pm. The channel has taken on board Mithun It may be noted that Network18 had extended CHANNELS” Chakraborty to host the show who was the first the property to ETV Kannada for the Karnataka RAVISH KUMAR choice for the job. The property was promoted market early this year. The highest rated episode of heavily in the state. More than 1,000 spots were Bigg Boss’ Kannada version has gone up to 7 TVRs placed on channels outside the network (Network as of date. at present, have a reality property on weekday 18 and ETV channels) as a part of cross-promotion Ravish Kumar, executive vice-president, primetime band. Non-fiction gives an element of deals. Viacom18 and business head, regional channels, freshness and the engagement is higher.” The channel has got Raja Biscuits as the title ETV Bangla, admits that the channel is trying to Meanwhile, Kumar agrees that shows like Bigg sponsor, while the footwear brand Paragon has keep one reality property alive through the year. Boss are costlier as compared to other shows on come on board as the ‘powered by’ sponsor. He adds, “None of the competition channels, regional channels, but it is the need of the hour. [email protected]

<< FRQWLQXHGIURPSDJH associated with him in other ways: today, At the other end is the Shemrock There are 30 physical Green Gold stores licensing and merchandising account for and Shemford Group of schools which - mostly ﬁlled with Chhota Bheem 40 per cent of the company’s turnover. has, unusually, decided to make Chhota products - in Mumbai, Bangalore, Not so Small This part of the business is overseen Bheem its mascot. Amol Arora, the Hyderabad and Delhi. Other characters by Jain. Over 20 brands are associated vice-chairman and managing director, are Mighty Raju, Krishna Balram, Luv with Chhota Bheem, ranging from says that “He always stands for what Kush and Chorr Police. Of these stores, McDonald’s and Del Monte to Johnson is right – so the kids get that ‘be-a- two are owned by Green Gold and the & Johnson, Knorr Soupy Noodles to good-guy’ feeling from him.” Another rest are franchisees. The company has Usha Fans. The deal period ranges from important reason, as per Arora is that a separate merchandising department one to three years. Chhota Bheem is very secular. “At the with about 20 employees. Ruchin Khanduja, GM – Marketing, end, from a business perspective, we got Jain says that the company is still McDonald’s India (North & East) a range of characters and not just one. going through a learning process of says that it is the Indianness of the All his friends were a part and parcel of managing inventory, warehouses and character in every sense of the term the deal.” getting the right people. “But we have a plus the fact that he “inspires fairly aggressive presence on Facebook children to do good and MERCHANDISING and we also do a lot of meet and greet what is right” that eanwhile the merchandising events in malls, where Chhota Bheem motivated the Mbusiness has taken off and is makes a public appearance,” says Jain. partnership. growing at a steady 20 per cent annually. Chilaka says that he sometimes can’t believe “that the character has grown so /,&(16,1*$1' big!” None of the other creations from 0(5&+$1',6,1*12: Green Gold comes anywhere close to its star property. But, then, a Chhota $&&2817)253(5&(17 Bheem comes along once in a lifetime. © GREEN GOLD ANIMATION 2)7+(&203$1<¶65(9(18( [email protected]

afaqs! Reporter, July 1-15, 2013 19 1(:60(',$ 9X MEDIA Song and Dance The music network, on the eve of World Music Day, launched its first brand campaign with the idea, ‘Music is contagious’. By Devesh Gupta

X Media, the music network that offers five channels, launched its first brand campaign 9titled ‘Tung Tucking Ting’ on June 21. The brand campaign includes a music video that has its idea behind the campaign, Punit Pandey, executive lyrics around the tune ‘Tung Tucking Ting’. vice-president and new business head, 9X Media The campaign was preceded by a teaser Network, says, “The theme behind the campaign launched on June 10 where it released just one line is ‘Music is contagious and it grows on you’. So, of the song’s lyrics on its microsite (http://www. after a lot of thought, we came to this tune and tungtuckingting.com/site.php), and on YouTube. decided to video the theme in a fun way. The A large number of people then recorded their second part of our idea was that being the largest moves to the tune and posted them on YouTube. music broadcaster of the country, we wanted to Many of these videos have received a good number communicate the idea that whenever you think of views. music, think 9X Media.” The network has inculcated all the videos on The Tung Tucking Ting song is written and its microsite, along with the Facebook Page of composed by Vaayu Srivastava and arranged by 9X Media, where people are responding to the Tanishk Bagchi. The music video was created in campaign. It has also initiated conversations on association with Clockwork Studio. The campaign Twitter with #tungtuckingting. will continue for at least another week on the The brand campaign video is shown on all the channels. The target audience for the campaign channels of the network. It has also integrated is in the age group of 15-25 years, though the the theme with all its characters (Bade-Chhote, content on the channels is being consumed by Bheegi Billi, Halkat, Chilli Chicken, Sawal and people aged 15 to 45 years. others) present on different channels. Several The network comprises 9XM, 9X Jhakaas, celebrities were also seen dancing to the tune. 9X Jalwa, 9XO and 9X Tashan. The channels The network is also feature only music content, with humour added promoting its campaign by animated/cartoon characters. Pandey adds that via Red FM across its the formula has worked well for the group since stations. the beginning. The Tung Tucking The network believes that the biggest challenge Ting music video aims for it is to increase sampling. Its closest competitors to highlight the power in the Hindi music genre are Sony Mix, B4U of contagious music. It Music, MTV, Masti and others. shows how music lovers 9X Media was launched in 2009 and in less than come into contact with The campaign aims to four years, it has gone to five channels though it the 9X Media tune - highlight the power of aims to consolidate them before taking the next Tung Tucking Ting . step. Speaking about the Pandey: love for music contagious music. [email protected]

TELEVISION dies for various problems; discourses is trapped easily believing them to be by these saints; advertisements of true. Such advertisements/advertori- products that offer miraculous solu- als, therefore, are not only misleading, tions to problems; advertorials, they also appear to encourage super- Unpredictable wherein people pay to the channel stition and blind belief among the As per the MIB, advertorials relating to astrology are to deliver discourses and lastly, the viewers.” shows explaining planetary positions “It has also been noticed by this misleading and spread superstition. News Bureau and their astrological implications. ministry that most advertorials relat- Keeping in mind the sensitivity of ing to Astrology, Vastu, so called he Indian television space this kind of content and the level of discourses by gurus and self-pro- has about a dozen channels, superstition attached to these shows, claimed healers are being shown for Twhich telecast religious con- MIB has issued an advisory to all the hours together in such a way that tent, thus making it a different genre TV channels. might lead viewers to believe they are altogether. These include channels The advisory reads, “It has come watching programmes, even though like Aastha TV (launched in 2000), to the notice of this ministry that they are actually watching advertise- Sadhna TV (2003), Zee Jagran (2004) a number of TV channels are tel- ments. This is a complete violation and Bhakti TV (2007), amongst oth- ecasting programmes, which appear of the Advertising Code, particu- ers. Interestingly, other Hindi news to encourage superstition and blind larly rule 7(5), contained in the Cable channels and a few general entertain- belief. Unsubstantiated claims are Television Networks Rules, 1994.” ment channels also depend on this The content mainly includes made in advertisements/advertori- However, it may be noted that kind of content for their program- interactive shows, wherein viewers als about the impact of a product. ming line-up in the morning. call up the gurus and ask for reme- The ordinary and gullible audience FRQWLQXHGRQSDJH>>

20 afaqs! Reporter, July 1-15, 2013 1(:60(',$ THE TELEGRAPH Youth Connection The English daily has launched a supplement called ‘You’ for college students. News Bureau

he West Bengal-based English newspaper, The Telegraph, in order to strengthen its Tconnect with the youth, has launched a new supplement called The Telegraph ‘You..your campus buddy’. Launched last week, ‘You’ is being positioned as a cool pullout for the college going The print or from someone whom they can students. teaser relate well to. ‘You’ will cater to The supplement is being distributed free of cost campaign for this.” along with the main edition of The Telegraph. It ‘You’ The inaugural issue of the delves into areas like careers, campus life, facts, weekly supplement had eight news, trivia on students and college life. pages; however, from the next issue onwards, Talking about the new offering, a company it will be a 4-page broadsheet supplement given ofﬁcial says, “‘You’ talks the language of the college out free with The Telegraph every alternate student and highlights various aspects in a college Thursday. student’s life. It also features instances, which they To announce the launch of the new supplement, face on a day to day basis. The Telegraph You thus a marketing campaign has been initiated across the becomes their campus buddy who will guide them city of Kolkata. It began with a teaser campaign through their college life.” in print and outdoors, with a focus on the word The ofﬁcial further adds, “Across researches, ‘You’. This was followed by the main campaign it came out that students get access to career running across print, outdoors and radio, which information through various media and sources, highlights what ‘You’ is all about. and one tends to act more on information/ The newspaper has also planned on-ground suggestion received from within their peer group activities which will engage with the students and talk about the features of the supplement. The supplement is being distributed free of cost along The Telegraph started in 1982 and is published by the ABP Group. with the main edition of The Telegraph. [email protected]

MSM MOTION PICTURES Moving Start MSM Motion Pictures will co-produce small to mid-budget films. News Bureau

ulti Screen Media (MSM), horizons and tap the growing movie earlier known as SET India, business in India. We are focused on Mwhich had announced its providing entertaining and engaging foray into the film production busi- content by offering a combination of ness in February, today announced big as well as medium budget films the name and unveiled the logo of that would appeal to movie audi- MSM is open to sell us to co-create, produce, innovate and the division. ences at large.” offer engaging and high quality con- The new division, MSM Motion N P Singh adds, “We are delighted the TV rights to any tent to entertain the Indian audiences.” Pictures, will be a part of MSM and to venture into the movie business as The IPR of the movies will be will co-produce small to mid budget it offers enumerable opportunities for broadcaster. held jointly. MSM is open to selling films of size Rs 5-15 crore initially. the television rights to any broad- The first co-production project with caster and it may not necessarily be Eros International, ‘Bajate Raho’, will aired on its own channels. be released on July 26. Bajate Raho is a comedy that deals MSM Motion Pictures has three with revenge and how the act of get- more films in the pipeline, includ- ting back at someone can go wrong, ing a romantic comedy and a horror. leading to hilarious consequences. The motion pictures business will It is based on the idea that there is be headed by MSM CEO, Man Jit always a wrong way to do the right Singh and MSM COO, NP Singh. thing. Directed by Shashant Shah, Man Jit Singh says, “After our the movie explores the lighter, fun-

successful stint in the television FOTOCORP FOTOCORP nier side of the people of Delhi. space, we were keen to expand our Man Jit Singh and NP Singh: movie maniacs [email protected]

afaqs! Reporter, July 1-15, 2013 21 352),/( _1(:6 RISHI PIPARAIYA I DIRECTOR MARKETING AND BANCASSURANCE I AVIVA INDIA Leveraging Time

By Devesh Gupta a summer iinternship.nternship. AAcceptingcce the offer, Piparaiya landed in Madrid where the bank put himhim alongside the think tank who were devising usiness and finance aree not just RishiRishi Piparaiya’s a strategy to expanexpandd iinn Europe and Latin America. merits but also the firstst lessonslessons hehe got from hishis IInn Spain, PiparaiyaPiparai was introduced to the concept of Siesta Bfather, a Mumbai-baseded stock broker. PiparaiPiparaiyaya (afternoon nap).nap). BBut he used this free time to learn Spanish. spent his teenage days feedingding stock prices into a Impressed,Impressed, the bankbank offered him a full time job and he worked computer that his father used for equityequity analysis.analysis. He also there for a yearyear beforebefo moving back to India in 2001. did a couple of stints at the BSESE as a summer intern. The InIn India, PiparaiyaPiparaiy tried stock broking but quickly abandoned experience stayed with him forr the rest of his life.life. iit.t. He then launclaunchedh a digital venture, producing multimedia Never too fond of the Indianian eeducationalducational system - hhee versions of mythologicalmytholog and religious scriptures for international found it too narrow - Piparaiyaaiya decideddecided to go to thethe andand IndianIndian audiences.audiences. But the venture folded up in a year, teaching US after class 12. He joinedd the UniversityUniversity himhim important lessons - do something that you are passionate about, of Rochester and, in the fifirstrst three never start anythinganyt alone and always begin something when years, managed to finish 40 courses youyou have enoughe funds to back it up. such as poetry, fibre optics, lasers, PiparaiyaPipar then moved to New York without a job. biotech, maths, philosophyy and FiveFive frustratingfru months later, and thanks to his risk physics. His resume, however,wever, managementmanage experience, he got a job in strategy modestly states that he graduateduated planningplannin with Citibank, a profile that gave him in electrical engineering anandd insightsinsight on how business runs in different countries. economics. In the last year,, he By 2002-03, he foresaw that the banking sector went in for an independent studytudy wouldwould pick up strongly in India and requested a on financial derivatives, a courseurse transfertrans back home. He was made the strategy less understood and less chosenosen headhead for Citibank, India. His role now included in those days. Interestingly,gly, doingdoin HR work, events, press releases, as well Piparaiya has also submitted oneone asas communications.c Soon after, the multi-tasker paper on gangster films betweenween turnedturn his attention to insurance. 1940 and 1996. WithinW three years, Citibank became one After the degree, when mostmost ofof thet biggest ‘assurers’ in India. Piparaiya got of his batchmates started their intointo insurance because it means protection and professional careers, Piparaiyaparaiya keepskeep the family safe. Today, he enjoys selling decided to take up MBA and mmanagedanaged insurance.insur In 2008, when he decided to join a seat at Cornell University withth a well Aviva,Aviva, the distributor turned into a manufacturer. presented case at the interview.w. What Earlier he was handling 40 branches, now he has a he didn’t know was that a biggerbigger 1,000-member1,000-me team and several bank partners. Citi challenge was waiting for him.m. He was moremore metro-focused, but Aviva required him to was now competing with studentsdents understandunderstand both rural and urban markets. who had 4-5 years of experience.nce. PipariyaPipariya has other talents too. He has written a book So the immediate plan was to onon his air traveltra experiences. Titled ‘How to Book and How devise a survival strategy thatat toto Fly’Fly’, he finishedfi the book in five weeks working late he calls ‘Differentiate Yourself’.f’. nightsnights and weekends.w Pipariya’s leadership philosophy is He chose a risk managementnt uncomplicateduncomplicat - put the right people in the right jobs. course, for the simple reasonn “There“There are non wrong professionals,” he points out, “it is that not many opted for this. onlyonly that peoplepeo are in the wrong jobs.” Second, the vision He worked hard and Banco needsneeds to be laidlai out clearly. Third, give people the freedom Santandre, a Spanish bank, recruitedecruited theythey deserve anda intervene only when required. Simple. Piparaiya for risk managementment for [email protected] SUSHIL KUMAR 1(:60(',$ TELEVISION Weaving a Fantasy Since the success of Ramayan on Doordarshan more than 25 years ago, there have been repeated attempts by various channels to recreate the magic. Stakeholders are still deciding on what works for the costume drama category. By Raushni Bhagia

PERFECT CAST hile casting is one of the most important Waspects of any TV programme, for mythological or historical shows, it’s crucial to get the perfect faces. Sometimes, even the most popular TV actors have not been able to pull off a mythological series (remember BR Chopra’s Ramayana that was telecast on Zee TV in 2002? The show had Smriti Irani, of Kyunki Saas Bhi Kabhi Bahu Thi fame, as Sita). For years, calendar images, Amar Chitra Katha and religious publications have built up certain stereotypes. Media experts suggest that the best trick to get the casting right is to search for the closest looking person to this imagery, citing the example of Mohit Raina who plays Mahadev on Life OK. Arun Govil’s casting as Ram could also have been based on the same trick, they say; however, he was the first one to play the role and was, thus, able to set it up, to some extent. t all began in 1987 on national television, when Historical characters, on the other hand, have Ramanand Sagar launched a show at 9.30 am To be able to sustain heavy many different images, mostly influenced by Ion Sundays, which made even shop-shutters investment without quick movies. New faces are usually selected for these go down for an hour all over the country. This roles, so that there is no baggage attached to the was the Arun Govil and Deepika Chikhalia-starrer returns, one has to be really image. An expert mentions that a great mismatch Ramayan, the first attempt at televising the epic. these days lies in the age, and adds that this is Two years later, BR Chopra repeated the success inspired by the story. probably because the advertisers are targeting with an epic performance of the Mahabharata. the youth. He states, “Sita, Kaushalya and even While none of the remakes of the two epics and jewellery is very high and on an average, a Kaushalya’s mother will possibly be played by the produced the same impact (barring NDTV historical or mythological show costs `15-20 lakh actors in the same age-bracket (20-24 years), in Imagine’s Ramayan, which did fairly well), there per episode at the production level. Profits are today’s Ramayana!” has been a plethora of historical shows which have realised only after 100-150 episodes. To be able regularly clocked above average ratings for the to sustain this kind of investment without quick CAUTION PAYS respective channels. Chanakya on Doordarshan returns, one has to be really inspired by the story. hese shows, for obvious reasons, must be (1991), Jhansi Ki Rani on Zee TV (2009), Tdealt with carefully. While maintaining Chandragupta Maurya on Imagine TV (2011) and STUDY SUPPORT the grandeur and keeping the look and feel of Veer Shivaji on Colors (2011) are such shows that ronically, while plenty of money is being the era, they must ensure that there aren’t any have worked well through the years. Ipumped into historical and mythological controversies. Hurting the sentiments of any There have been exceptions. Chittod Ki Rani shows now, the productions lack research and group could result in grief. Padmini on Sony (2009) and Meera on NDTV involvement of a wide range of professionals. Some experts believe that these days, not much Imagine (2009) were wiped out within six months Even the creators admit that while once there was attention is paid to content. People talk in numbers of their launch. Against this, there are successes a practice of bringing historians, archaeologists, (episode numbers, advertising revenues, TVRs such as Shri Krishna on Doordarshan (1993), Jai art-historians and great painters on-board to and duration), which disturb the flow of the story. Hanuman (1997) and Saibaba on Star Plus (2005), present well researched work, due to lack of time Jai Jai Jai Bajrangbali on Sahara One (2011) and and manpower, such detailed work is no longer (UN)LIMITED APPEAL? Mahadev on Life OK (2011). possible. While recreating history, one needs to hanakya was made for pre-defined 47 episodes In an attempt to recreate the Ramayan magic, be very careful about the facts. Chanakya required Cand Ramayan for 78. But, in this race of Zee TV launched Ramayan: Sabke Jeevan Ka about five years of research, while the production numbers, the concept of weekly programming Aadhar produced by Sagar Arts in August, 2012. house for Chandragupta Maurya and Veer Shivaji on Hindi GECs is fading away. Mahadev, the Not to be left behind, Star Plus plans to launch worked on the script for about three years. most recent example of a successful mythology on a fresh version of the Mahabharata soon. There’s Hindi GECs, is the best example of this. The show more of history, too: the on-going Maharana BHAKTI SPIRIT has been running on Life OK for about 18 months Pratap on Sony Entertainment Television and nlike Greek mythological gods like Zeus, and has completed close to 450 episodes - and is Jodha Akbar, launched recently on Zee TV. UThor and others who are no longer still going on. Could one call this dragging? While discussing the formula of success for worshipped, Indian mythological characters No, suggests an expert, who reasons that while costume dramas with industry insiders, we tried to continue to enjoy religious significance. Hence, books are about start-middle-end of a story, map a few key pointers which could work. while attempting a remake of the stories, one television doesn’t follow that format. Television has to maintain the devotional element that is in is about continuous stories - as much as audiences CONVICTION RULES sync with popular belief. Historical shows lend want. As long as the stories are factually correct, or the producer or creator of a mythological themselves to a higher degree of re-interpretation. it’s good that different aspects of Mahadev’s life are For historical show, there’s no substitute for While everyone has heard the stories, a little being brought up.” conviction. Initial investment in the costume, sets deviation or imaginative re-telling is allowed. [email protected]

afaqs! Reporter, July 1-15, 2013 23 ,17(59,(: AG KRISHNAMURTHY> FOUNDER, MUDRA “If I could go back in life, I would have left Mudra in 1993” afaqs! Reporter caught up with the adman and author of 18 books - in English and Telugu - for an insight into his autobiography, If you can dream... By Rashmi Menon

he English version of AGK’s autobiography different belief system. It was - good work sells was released in Ahmedabad - a place AGK automatically. I picked up this insight during the Tdescribes as his ‘karma bhoomi’ - recently. years spent at Shilpi. Once I moved to Reliance in 1976, I faced many close friends of Dhirubhai Which is your favourite part in the book? with diverse beliefs, personalities and a say in There are several - my first meeting with Dhirubhai, Vimal’s brand communication, so it became truly Vimal Fashion Shows and the Mudra story. But if a bare essential to ‘manage’ them. The strategy I were to choose one, it would certainly be the I employed was to become their ‘friend’. I was Mudra Story because creating Mudra was the possibly the only person who was friendly with defining moment in my life. several camps at the same time. As I look back, I think this strategy worked wonders. It is difficult to quit a secure job for something you want to explore, especially Any professional regrets (Kersey Katrak’s with a dependent family. What is your advice offer of Dazzle to Mudra, for example)? to others who want to take a risk? No major ones, though Kersey would have Without innovation, there is no progress. Without speeded up my learning process. risk, there is no innovation. But before exploring new frontiers, I’d advise people to develop a deep You could have been part of Reliance’s media understanding of the subject and measure the pros efforts. Why didn’t you? and cons. Keep a Plan B in place, just in case. I have been a creative person and a communicator. Both the times when I left secure jobs to try The finest moments in my life were always when I the unknown, I was not insecure. I knew I was it is crucial for any one taking a risk to have the created a robust brand strategy, guided my team to risking comfort and security, but I had to, because necessary skills in the chosen field. a great TVC or when my columns or books were I had full faith in what I was doing. Before Mudra published. No other discipline interests me. was founded, I was managing the ad department at In the chapter, Dhirubhai and Friends, you Reliance for four years. This department became mention how your work had to not only If you could live your professional life again, Mudra on March 25, 1980. So, I knew what it impress Dhirubhai but his friends too. How what would you do differently? takes to run an ad agency. did you manage to walk the tightrope? I would have left Mudra after MICA was started. Similarly, before I left the job in the This was the time of true enlightenment for me, By 1989, Mudra became the third largest agency Archaeological Survey of India, Hyderabad, I which stood in good stead for the rest of my life. and by 1993, the dream of starting a post graduate was too dejected in my career. I just had to try If people don’t like you, chances are they don’t school in communications was realised. That something new and different. Here again, I chose like your work as well. Before my encounter with would have been the right time to quit Mudra. a job where I had the necessary skill set. Therefore, Dhirubhai’s friends in Reliance Textiles, I had a [email protected]

<< FRQWLQXHGIURPSDJH channels and the general entertain- strictly adhering to the programme ment channels run these kind of code prescribed under the Cable programmes for about one-three Television Networks (Regulation) ...Unpredictable hours a day, the religious channels Act, 1995 and rules framed there- telecast the content for 24 hours. Of under.’ there is no clarity on exactly, which these 24 hours, close to eight hours is The advisory requires all the TV kind of shows are to be addressed. the interactive calling content. channels including news and current Rakesh Gupta, MD, Sadhna TV The advisory also mentions ear- affairs channels to send a compliance mentions that the advisory is about lier advisories that were sent to all report within a period of 15 (ﬁfteen) the interactive shows wherein solu- TV channels, Indian Broadcasting days from the date of issue of the tions are offered to the individual Foundation (IBF), News Broadcasters advisory, which is June, 7, 2013. problems of the viewers who call up Association (NBA) and Advertising An India TV ofﬁcial suggests that the gurus being featured on the Standards Council of India (ASCI) a correspondence needs to be estab- channel. on May, 13, 2010 and then a letter lished between the broadcasters and He adds, “We need to discuss the to all these parties on November, 11, MIB. advisory in detail with the ministry, 2011. The letter was sent ‘advising A media observer states because it has been proven time and them to telecast programmes with “Superstition and religion are very again that astrology is an old ancient due care and maturity, particularly in subjective issues and the advisory science.” respect of programmes that encour- needs more clarity on this.” It is learnt that while the news age superstition and blind belief, [email protected]

24 afaqs! Reporter, July 1-15, 2013 TRAVEL IS THE GREATEST FORM OF EDUCATION KARTIK IYER CEO, Happy Creative Services (India) Pvt Ltd

IfIf therethere is one placeplace you can keepkeep goinggoing back to for a holi-holiday,day, where would it be?be? Prague.Prague.

Tell us three good things aboutabout travetravelling.lling. TravelTravel is thethe greatest form of educationeducation accordingaccording to me. Its does wonders to youryour mind and its the truest sense of freedom in a exploratory way. but make sure you go with the unique destination that you Manali trip from Chennai. 3 WhenWhen you travel,travel, whatwhat is a flow in the new place on each eeverver visited.visited. WhenWhen andand why?why? ooff us booked the Tamil Nadu must carry fforor youyou?? day. Party local and meet as ItIt was a fishing village called Express, AC around two months My Ipod,Ipod, trunks,trunks, wawalletllet anandd manymany new people.people. MisfaMisfa (off NizwaNizwah)h) in Oman, iinn aadvance.dvance. EverytEverythinghing was ClassicClassic Milds.Milds. locatedlocated on a hhill.ill. TTheirheir water cconfirmedonfirmed andand we missedmissed thethe A colleague/co-workercolleague/co-worker from sourcesource was from a river which ttrain.rain. Somehow we manamanagedged When and where did youryour youryour industryindustry with whom youyou theythey channelised throughout ttoo jump into the Grand TrunkTrunk bestbest holiday happen? would like to go on a holiday. thethe entire villavillagege which was Express that was headed to Delhi. EveryEvery holiday is different and DonDon Draper. onon a pretty steep slope. TheyThey awesomeawesome in its own unique way, fishedfished at the large pond WhatWhat is tthehe bbestest souvenir you youyou can just pick up moments WhatWhat hashas beenbeen your “Life“Life me formationformation at the base of the everever boughtbought forfor anyone?anyone? atat thethe most. My lastlast trip to ek Baar” moment? hillhill anandd since tthehe river fflowedlowed WheneverWhenever thatthat happenshappens I keepkeep LangkawiLangkawi with mmyy familfamilyy is mmyy SkydivingSkydiving in Cape Town. throughthrough the villavillage,ge, there were iitt for myselfmyself after I unpack at mostmost awesome holidayholiday yyet.et. severalseveral points you could jjustust hhome.ome. What and where has been bathebathe in ((oror that’s what I did).did). As a traveller, what’s your tip your best bazaar bargain so QuiteQuite amazinamazing.g. What is your “Life me ekek forfor others?others? far?far? Baar”Baar” vacation, that you LeaveLeave everythingeverything behind.behind. PlanPlan TheThe bargainbargain hashas alwaysalways beenbeen for What has been your worst would definitely want to go specificsspecifics likelike thethe ticketstickets andand stay thethe guy whowho soldsold it to me. traveltravel moment? Why?Why? on?on? andand figurefigure out tthehe rest once you I can never forget tthishis one.In Europe for threethree monthsmonths witwithh land. Do youryour homework a bit WhichWhich has bbeeneen ththee mmostost college,college, we planned this hugehuge my wife and son. 1(:63(23/(

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

he advertising and media agencies. he fortnight which has just come to an Tmedia agencies On the other hand, Cheil Worldwide SW Tend witnessed a couple of important were comparatively Asia has roped in Simran Sahni and Anupama people quitting Network 18 Group. While the stable as far as people Ramaswamy as group creative directors. Both, entertainment arm of the company, Viacom 18 movements were with 13 years of experience each, move in from saw Sandeep Dahiya, SVP, consumer products concerned. Mindshare JWT and will report to Nima D T Namchu, promoted Amin creative head and executive creative director. They Lakhani as leader, Team will operate from New Delhi. Unilever South Asia. In Hari Krishnan, COO, Cheil Worldwide SW his new role, Lakhani Asia, says, “The creative bar is raised at Cheil FOTOCORP will head Fulcrum, a AMIN LAKHANI across the globe. Our aim is to populate the unit of Mindshare organization with top quality talent who will make that manages media a difference and contribute to our global wins.” planning and buying for the Unilever business in Recently, the agency also appointed Navin South Asia including India, Pakistan, Bangladesh Theeng and Somenath Chakraborty, who moved and Sri Lanka. in from Contract Advertising as group creative Lakhani replaces Anupriya Acharya, who has director and senior creative director, respectively. moved on from the organisation. Acharya was On the digital front, the agency appointed Shveta SANDEEP DAHIYA SANJEV HIREMATH earlier associated with the company as leader, client Singh of Euro RSCG, to join as senior planning leadership, South Asia at Mindshare Fulcrum. In director and Siddhartha Deshaprabhu of FASHOS. and communications, Viacom18 quitting, 2012, Mindshare had appointed Acharya as leader, com, a direct-2-consumer ecommerce footwear Sanjev Hiremath, executive vice-president at Team Unilever South Asia to ﬁll the space left e-tailing brand, to join as general manager, digital IndiaCast Media Distribution also put in his vacant by Ravi Rao, after he was promoted as advertising and media. papers. IndiaCast is a JV between TV18 and leader, South Asia. The creative teams report to Namchu, while Viacom 18. Lakhani comes with more than 15 years of the digital teams report to Rajesh Bhatia, SVP and Dahiya has more than 18 years of experience. experience and has worked as a product manager head, digital services (digital, CRM, eCommerce). Before joining Viacom18, he was with Genesis with an Indian pharmaceutical company and in Ramaswamy was senior creative director at Burson-Marsteller. JWT and was working on several accounts such as Hiremath, on the other hand, resigns from Nokia, Frito Lays (Lays and Cheetos) and Boost. his post after spending close to 18 years at She was the only Indian selected on the One Show Indiacast in different roles. Jury panel to judge the 37th annual One Show, Hiremath, a cable and satellite industry One Show Design and One Show Interactive veteran, has been associated with the group Awards in 2012. since the launch of MTV in India in 1996. He Sahni, on the other hand, was also the senior had joined the company as the head of network creative director and was working on accounts development for India and South Asia. He was such as Nokia, PepsiCo (Lays and Boost). She has instrumental in the launch and distribution of worked with Bates, Lowe and Wunderman Cato channels including MTV, Nickelodeon and Johnson. During her career, she has worked for VH1. brands such as Times Property, Emaar, Dabur, Meanwhile, ANUPAMA RAMASWAMY AND SIMRAN SAHNI Joyco and others. BBC Worldwide, a British Broadcasting Corporation company, has MARKETING announced some senior level oca-Cola has made As part of the appointments for its Corganisational company’s increased South Asia team. Sunil changes in its Paciﬁc focus on the China Joshi, who was leading Group. It has business, David distribution for North promoted Atul Singh Brooks, president, and Western India, STANLEY FERNANDES as deputy president, GC&K business unit, has been promoted as Pacific Group, and Coca-Cola has been head, distribution, BBC Global News, South Venkatesh Kini as appointed chairman, Asia. deputy president, India GC&K, Coca-Cola. Meanwhile, Stanley Fernandes has been and Southwest Asia Brooks will continue appointed as sales director, South Asia and business unit. ATUL SINGH VENKATESH KINI to oversee the business will be in charge of programme sales. He Singh, in his new unit’s operations will build and lead BBC Worldwide’s TV mandate, will look after the operations of Greater in Korea, Taiwan, Mongolia, Hong Kong and content sales to all linear channels and digital China, Korea and INSWA (India & Southwest Macau. He will handle the public affairs and platforms in India and the subcontinent, Asia) business units. He will report to Ahmet communications, and sustainability functions of driving growth for content sales, revenue and Bozer, president, Coca-Cola International. His the same business units. He will also partner with brand exposure with broadcasters and digital areas of operations will also include Taiwan, the mergers and acquisitions team and expand the platforms in India. Macau, Mongolia and Hong Kong. company’s portfolio in China. Brooks will report In another development, Vijay Koshy, former Singh has earlier led the INSWA business unit to Singh. Kini in his new role will look after the national sales head of Future Media, joined Big comprising key markets such as India, Nepal, business units of the INSWA region and the entire RTL as VP. Big RTL is the joint venture (JV) Bhutan, Bangladesh, Sri Lanka and Maldives for INSWA team will report to him. Kini, in his turn, channel between Reliance Broadcast Network nearly eight years. will report to Singh. (RBNL) and Europe-based RTL Group.

26 afaqs! Reporter, July 1-15, 2013