Product: ETNEWMumbaiBS PubDate: 19-08-2015 Zone: BrandEquity Edition: 1 Page: BEFP User: sandeepd0203 Time: 08-13-2015 23:15 Color: CMYK

THE ECONOMIC TIMES AUGUST 19-25, 2015

n February 2014, a manager of Hindustan Unilever Ltd (HUL) do- ing his rounds in Medaram village in Warangal district of Andhra Pradesh I(now Telangana) stumbled into Sammakka Sarakka Jatara, a bian- nual tribal religious congregation. Some 10 million people had gathered at the festival that year. The manager was quick to alert the head Managers’ day out office of the potential of the four-day festival. It fitted well with a new initiative that Sanjiv How HUL is countering regional competition by reorganising its army of marketers into Mehta, CEO since 2013, was planning to kick off at the home & personal care giant. Called clusters spread across the country. By Kala Vijayraghavan and Sagar Malviya price points were ‘Winning in Many Indias’, or WIMI, its objec- created in the tive was to transform HUL from a four-branch The new structure will see many HUL es; a new fifth branch for the central region laundry segment to structure at the front end into 14 distinct con- managers spending more time out of has been carved out from the Hindi heartland shift consumers from local brands sumer clusters. their cubicles to cover smaller mar- of central Uttar Pradesh, Madhya Pradesh, to Rin in Uttar Pradesh; and detergent kets across India. The hope is that this Rajasthan, Bihar and Chhattisgarh, compris- brand Wheel, which was competing will make Unilever’s India subsidiary ing over 500 million people. The first step with a local label brand in the mass nimbler and more proactive in respond- for WIMI was a pilot that was done in powders segment in Telangana, was re- ing to insights from the market, and to the south branch by creating separate launched with an improved formulation, competition, particularly of the region- consumer clusters TA P (Tamil Nadu and pricing and communication customised al variety. Andhra Pradesh) and KK (Karnataka and for the new state. e The Jatara in Warangal was perhaps Kerala). “The numbers (of the June ended quar- Rishi S the first experiment with the WIMI The HUL mangers mobilised for the ter, in which total income grew by 5%, in Consumer initiative: HUL undertook a sampling initiative began to move quickly. For line with analysts’ expectations) reflects Cluster Manager, ` KK cluster exercise at the festival for 5 packs of instance, two of them on field duty in that the strategy is working in terms of Fair and Lovely that are meant for rural Punjab fed an insight about a significant volume growth and share,” says Mehta, markets. The stall activation, sampling mass market for tea in the ‘Punjab and who is keen to encourage a startup cul- and sales, say HUL officials, resulted Hills’ cluster. HUL was quick to respond, ture at the marketing behemoth and get in an instant bump in the franchise’s re-launching the Taaza brand young managers to keep their ears to the numbers (the company won’t share ex- after changing the blend ground across India’s diverse markets. act figures). By the fourth quarter of to suit the local taste, and “It is imperative to win in all parts of our 2014-15 (January-March), WIMI – along communicating aggres- business and across all channels and ge- with 2,000-odd HUL managers – was on sively on radio and in local media. This, ographies, in order to win decisively. its way. claim HUL marketers, led to a spike in Taaza We want to have the sou l of a smal l com- The 14 clusters are based out of seven volume growth. pany where speed is the currency, bias physical locations and five sales branch- Similarly, Pepsodent clove oil and salt tooth- for action is the norm, where people paste was launched in south India; small packs are empowered on the frontline,” adds of tea and unique sampling trade deals were Mehta. “WIMI has helped us under- offered in coastal Andhra Pradesh; variable stand finer nuances about local con- c sumers and provide us a more granu- Satyendu Krishna lar understanding of the market.” The Consumer Cluster cluster strategy is also leading to bet- Head, UP BORA ANIRBAN ter productivity and accountability of managers across branches. f At a time when rural markets – which Esha Chhabra bring in roughly a third of HUL’s top line Branch Customer Marketing Manager, – are experiencing a slowdown, HUL West Region claims WIMI helped 90% of the portfo- lio gain market share last year, much of it from regional brands. The marketer now has six brands that have crossed `2,0 0 0 crore in sales, five brands that are over `1,000 crore and six that have hit `500 crore. Long-time HUL watchers who have seen CEOs come and go don’t rule this out as yet another ‘do, delete, redo’ strategy of a new CEO. For instance, if MS Banga (CEO between 2000 and 2005) had his ‘power brands’ strategy, his predecessor Keki Dadiseth almost single-handedly pursued acquisition-led growth. “Every new CEO brings in a new style of functioning, but I guess so long as the long term results are positive, it is good for all stakeholders,” is how an HUL veteran puts it. Continued on Page 4 >> TrendSpot A new breed of PREPARE FOR THE performers is taking over ‘UBERISATION’ OF BUSINESS, Unusual Faces the world of advertising SAYS MAURICE LÉVY AMIT BAPNA Explains Kari Krishnamurthy, vice independent agency. By using some of Recently when Stockholm- president, growth and partnerships, Asia these unconventional people creatively, FRENCH ADVERTISING MAGNATE TALKS ABOUT THE STATE OF BUSINESS IN headquartered Truecaller decided to & country manager, India, Truecaller, brands can still get their message across HIS CHARACTERISTIC UNFETTERED MANNER roll out its first ever brand campaign, it “We all have our own stories. It’s impor- and get credibility and recognition too. zeroed in on India. The company funded tant how we relate our stories to a larger For instance, online furniture and home by the likes of Sequoia Capital and audience and that is what worked really products brand Pepperfry cast Radhika SHEPHALI BHATT Atomico opted for an unusual choice of well while choosing Nawazuddin.” His Apte, Shahana Goswami and Shruti When you are used to inter- brand ambassador. Instead of the dolled own life story of the one call that he got Seth in three separate films for its re- viewing goliaths who always up glamorous heroes, starlets and (much before the days of Truecaller) fit cent campaign. The script showed three keep their cards close to their fading stars who are endorsement’s into our brand story like a hand in glove, young urban couples where one of the chest (understandably so), it’s stock-in-trade, Truecaller opted for he adds. The brand currently a free ser- spouses was doing the talking for both. an absolute delight speaking the relatively commonplace looking vice is looking to reach a user-base of Explains Kashyap Vadapalli, CMO, to someone who quotes French Nawazuddin Siddiqui. The actor known 150 million by December 2015. Pepperfry, “We realised that everyday poets while talking shop. Meet for his offbeat characters and roles will There is a rising trend of brands look- models while good may not be good Maurice Lévy, chairman and now be the face of an 80 million ing for unconventional, real and relat- emoters as demanded in this case. So it CEO of Publicis Groupe - the strong market that accounts able endorsers creating an increasing was basis their capability in acting that third largest holding company for over 50% of Truecaller’s demand for Irrfan Khan, Siddiqui, Kapil they were cast for the campaign, and not in the communication busi- global user base. Sharma and Radhika Apte among oth- necessarily because of their celebrity ness. We caught up with him ers. Vinil Mathew, director, Breathless status.” over breakfast towards the end Films, attributes this to advertising The well-recognised comedian Kapil of Cannes Lions’15. This was We have to become moving to a more ‘real’ space. From just Sharma is much in demand amongst the time when every media more selective being aspirational the focus now is on brands and his portfolio includes honcho, who didn’t have the in entering and making characters credible. As society Honda’s family car Mobilio, classifieds foresight of hiring a private evolves, stories are increasingly about brand Olx and most recently policyba- cab, was hassled by a taxi attending. Cannes day to day life. Which explains the ap- zaar.com. In most of these he gets to play strike that had ensued dur- shouldn’t become a peal of many of these names at the cost his well-known tongue-in-cheek avatar. ing the festival owing to local Irrfan Khan in a cost issue c of the more ubiquitous and expensive Says Naveen Kukreja, group CMO, drivers’ protesting against the still from IndiaMart TVC Maurice Lévy Khans and Kapoors. Policybazaar.com, “We looked at the likes Uber taking away their Chairman and CEO, A few months back, when the online A-listers from Bollywood but for the hu- business. So, when we asked marketplace brand IndiaMart decided mour laden route that the brand wanted Lévy about the new skills cli- Publicis Groupe PHOTOS: BHARAT CHANDA to go in for its full-fledged brand to take, Kapil Sharma made sense.” ents need to imbibe to brave the campaign after being around for [email protected] current market challenges, he own business, is all a result world are gaining strength is nearly 20 years, it chose Irrfan used this incident to elucidate of their unpreparedness, he because they’re killing inter- Khan. Explains Sumit Bedi, his point. states. Lévy foresees similar mediaries, he says. In such a VP – marketing, Indiamart, “As a no- protests against Booking.com scenario, client needs to ask nonsense platform that caters to Giddy up for a fight, your busi- and Airbnb in the near future, three questions - What will be purely functional needs we con- ness is about to get ‘Uberised’ all because traditional clients my business model of tomor- cluded that Irrfan was the ideal Most clients recognise the have not been prepared to deal row? What talent do I need? choice as the brand’s face need to transform their busi- with hyperlocal service start- How can I avoid third party across the touchpoints.” ness model, Lévy says. Where ups that are getting stronger intermediaries? His no-nonsense actor some of them miss the bus is in by the day. Unpreparedness “We can help them with the positioning is a good fit adopting new technology that is not an excuse he’s willing first and third question by re- for the brand’s delivery is critical to changing the busi- to accept though. “If there is a thinking their business models platform and helped d Kapil Sharma in ness model. Clients need to fig- possibility of your business be- and building new platforms,” define its positioning a still from Policy- ure out how they are going to ing ‘Uberised,’ you need to take Lévy says. Now, all they need very well, he adds. bazaar.com TVC build solutions to protect them action.” Agencies can help cli- to get right is talent. Getting Most of the bigger stars from this new ‘Uberisation’ ents in taking action, he says. the right talent and finding the Nawazuddin have out-priced themselves of business. “I should’ve got Here’s how: right job for great talent is an Siddiqui in the market and are charg- a copyright for that term,” he issue he’s grappling with too. ing an amount close to the entire quips. The taxi strike, the driv- Agency divine intervention to This is not the usual cry for media budget of brand-cam- ers fighting like raging bulls, save the business good talent but a major issue he c Radhika Apte in a still from paigns, as per Ashish Khazanchi, and the damage it’s doing to the Why the Ubers, the Airbnbs is contemplating these days. Pepperfry TVC managing partner, Enormous, an country’s tourism and to their and the Booking.coms of the Continued on Page 4 >> Product: ETNEWMumbaiBS PubDate: 19-08-2015 Zone: BrandEquity Edition: 1 Page: BEPER1 User: sandeepd0203 Time: 08-13-2015 23:15 Color: CMYK

ECONOMIC TIMES THE AUGUST 19-25, 2015 2 bestbekaar OUR 200 MEMBER STRONG CONSUMER PANEL WEIGHS IN YET AGAIN ON THE BEST INDIAN ADVERTISING HAS ON OFFER. AND THE WORST

Phone Jumping Where’s The Royal A Friend The Shark? Dislike Button? Pains Olx (Best) Candyman (Best) Amway (Bekaar) Raj Niwas (Bekaar) A little kindness goes a long way as the makers of this spot have It’s not just the cosmos that is a great mystery. Some ads too are Alright, we know people are a lot more self-involved now. In Did you know the British television series, Downton Abbey’ was discovered. A soldier who misses his family is treated to images of its baffling. And words fail to describe just how much. But we’ll give fact, narcissism has hit unprecedented levels. It manifests in actually filmed at Raj Niwas? We’re kidding, folks. But the lavish, newest member by a kind friend. How? The latter buys a smartphone it a shot. An underworked but muscular lifeguard sits at his post strange ways. For instance, the desperate need for praise for palace-esque home in this spot could have fooled the Dowager from this classifieds site and dials home. This ad hits all the right notes: chomping on candy that gives him a chocolate halo. The drowning even the most inconsequential feats. Scaling the Everest is passé. Countess of Grantham. (A reference fans of the show will surely the man in uniform, family, friendships humanity etc. It even slips cries of a young woman draw him to the sea. He runs to rescue the Nowadays all it takes for plaudits is mundane tasks like cooking get.) However the interior shots of the opulent abode seem like a in a little message about Hindu-Muslim and soldier-civilian bonding lass. Then the woman abruptly transforms into a devious shark who without eyeliner. Chopping firewood without a care for how badly constructed set. And the snazzy Lord of the manor, packing against the backdrop of life in Kashmir. It is ‘har ek friend zaroori hota orchestrated the whole ruse to lure the lifeguard away from his post your hair is styled will get you first prize and some 200-odd new paan masala, with his lady and their thoroughbreds taking a walk hai’ with an even more sentimental twist. Our panel answers its call and stash of candy. This is ‘Jaws’ high on sugar. Our panel is clearly followers on your blog, like this ad shows. Our panel, however, in the gardens à la an Austen novel fools no one. Not even our with a resounding Best. smoking the same pipe. puts an end to this celebration of mediocrity, at least for now. generous panel. This one’s going downtown.

The Best Bekaar survey is conducted by IPSOS, with ads sourced from TV Ad Indx. The survey is conducted every week across 6 cities in India covering 200 respondents Summer Of This Content Two industry Cyrus Oshidar with his team S Yesudas, MD, Vizeum & founder of an as yet veterans are betting unnamed branded content firm

big on branded The background: A media industry vet- eran, Yesudas set up Vizeum, the second content. What have media agency of Aegis in India “There are 198 million active ad avoid-

ZAHID they got up their ance users. Their value in terms of ad rev- enue is $21 billion. I think I am in the right sleeves? direction,” says S Yesudas. If that sounds By Ravi Balakrishnan a little too gleeful coming from a media THE RISE OF THE agency chief, it’s because Yesudas intends getting into the content space once he’s done with his notice period at Vizeum. INDEPENDENT arge sections of the Indian His vision — an agency focused on con- advertising industry are tent and technology that fosters connec- very excited about branded tions between brands and consumers. ADVERTISING content. And they are not “The future of commerce is brand com- Lletting minor details like merce. Content plays the biggest role there being no definition for emotional connections and loyalty. PROFESSIONAL of branded content that everyone can Technology can add a brilliant layer.” agree on get in the way. It’s almost like For instance, an airline giving its most ADVERTISING’S NEW FRONTIERS CHANDDA BHARAT PHOTOS: the old tale of the blind men and the valued customers miles basis the num- *stares at headline* and starting a culture of elephant. Cyrus Oshidar, where interesting stories have products ber of calories burnt according to their *stares at blank word docu- their own. Some believe online videos over three managing director and chief cleverly integrated into them. A big stum- fitness bands. His agency will be driven ment* A young rapper is indepen- minutes long are branded content, ev- creative officer, 101India bling block, he predicts wryly is that “For by crowdsourcing, forging connections *stares helplessly at deadline dently taking on one of her erything else is vanilla. Others claim clients, seeing something being part of a with both creatively and technologically approaching* own agency’s clients. it’s primarily advertiser funded pro- The background: Creative head at MTV where narrative is not enough. They will agree to driven people. Panels will be led by au- *starts typing* Agencies are independently gramming. And finally there’s the lot he came up with memorable promos and con- a one hour film on a watch provided 58 min- thors, storytellers and technologists who It’s a funny place, this adver- thinking of business prob- who club all of the above, including cepts in a simpler “pre-viral” world like the utes are about the watch.” will tap into their followers. The panel tising business. On one hand, lems for the client and strat- even tweets or Facebook posts from of- Liftman, Gassius Clay and One Tight Slap While this approach may thrill brand man- leaders will be stakeholders; their follow- it’s a profession that prides it- egising ways to counteract ficial brand accounts. Industry opinion After winding down his previous shop, agers, it typically leaves consumers cold. ers will be paid a fee and hopefully gain self on encouraging people to them. is thus, quite naturally divided on the Bawa Broadcasting, which was built around What Oshidar is hoping for is that “A strong exposure. He believes Pepsi’s Crash the think freely. Creative boys are indepen- potential of branded content. a more traditional agency model, 101India is brand presence will still be interesting in IPL, perhaps the biggest crowdsourced On the other hand, it ties a dently making planning According to Karthik Nagarajan, Cyrus Oshidar’s second stab at branded con- a stronger narrative that’s memorable and campaign in India is “good but expen- nice little leash around your decks. national director, content and social tent. Backed by the Dubai-based Moby Media, shareable.” His ideas on branded content sive. 70%-80% of clients don’t have such neck that warns you from Planning chicks are inde- media at GroupM, “Two years ago, 101India is a youth oriented web portal, with were crystalised during a turn as juror at budgets. It’s a gimmick. What they do straying from brand guide- pendently writing creative we made a decision to move from air- an irreverent slant, focusing on love, sex, Cannes Lions 2012. “Human now is the question.” He in- lines. tag lines. ing to sharing.” The WPP media giant humour and travel, pitched at a metro-based stories where we can bring the tends creating a consistent I remember this time, when I has managed the social journeys of 60 English speaking audience. Inspired by the brand out and make it strong stream of crowdsourced was working on an interesting BODHISATWA brands from industries as diverse as US-based Vice, Oshidar intends to first build are a win-win. We need smart content of various sorts brief. There was a compelling DASGUPTA colas, BFSI and cooking oil. However a popular media brand. And then layer it with ways of reaching people. In rooted in the brand’s val- idea that the agency was work- Nagarajan stops short of putting a fig- branded content, with more of a focus on the India, it may take longer since ues. Tying up with chan- ing on, something that was ure to how much marketers are spe- latter half of the term. It’s a model that will we expect and are entertained nels or production houses quite fresh, visually. So mood- cifically spending. On the other hand, hopefully set the site apart from the likes of by any old rubbish.” with significant downtime boards in hand, and hope in Shashi Sinha, CEO, IPG Mediabrands, buzzfeed and scoopwhoop, built around a listi- His early projects include a will reduce content cost. our hearts, we went to present. believes, “It is a great opportunity and cle driven native advertising model. Speaking series of films on the Indian He anticipates the space This is pretty much the conver- talking point especially in India where of the void in the content space, Oshidar re- penchant for public scratching of technology and story- sation that took place after we you can manipulate content more eas- marks, “They say the 30 second ad is dead, but called Indian Pocket Billiards telling to be about 20% of presented the film. ily than you can elsewhere. It opens it’s become the three hour ad instead. People League which found a sponsor the total ad market in two doors to CEOs and CMOs who may not keep trying to tell product stories when they in VIP. And in a series of films on years, going up to 50%in Client: It’s really cool Agencies are be very interested talking about media should be telling people stories.” the Great Indian Types for The five. “As diminishing re- Agency: Thank you, we think planning and buying. But I’m not sure He intends creating an IP-based business Times of India. His staff are not turns reduce spends on so too. independently if it’s sustainable or a big money game. regular agency folk but produc- mass media and ad avoid- Client: But you know, there’s thinking of business We make money from volumes and A strong brand presence ers from channels like MTV and ance increases, clients a problem transactions.” storytellers who he hopes can will seek differentiated problems for will still be interesting Agency: Like? the client and It however is an exciting enough space come up with new kinds of nar- opportunities. They don’t Client: Well, we’ve never done for a couple of industry veterans with in a stronger narrative ratives. He signs off with “How see much of this because strategising ways to S Yesudas something like this before. radically different backgrounds to plan that’s memorable and many gossip shows and listicles agencies don’t think it’s as Agency creatives look at each counteract them entrepreneurial ventures. can you take? If we were to do one remunerative as a normal other and raise eyebrows. [email protected] shareable more, it would be no fun.” media deployment.” Someone clears his throat. And then there are the Sunils Agency: Pardon us, but isn’t of the India, the Emmanuels, that a good thing? the Ashishes, the Akalis, the Client: I don’t know guys. Manishe, the Shubhos. The DDB MUDRA’S INDIA AND ASIA PACIFIC CHIEF DENY THAT IT IS AN AGENCY IN CRISIS I wanted fresh, but not too Vasco da Gamas of Indian fresh, you know? Tell you advertising, who are taking what. Let me sleep on it? independence to a whole new EXODUS? WHAT EXODUS? No points for guessing we league. Doing exactly what ended up doing a film that they want, for who they want, PRITHA MITRA DASGUPTA down in spite of having been granted a four- ended and it was decided I should continue join Bose’s outfit The Social Street brings was exactly like the film how they want. If there is one Indian agency of late that’s year extension in 2014. Industry sources till 2017. John asked me does this limit the an awkward silence. Ziegler says, “Bad that we did the year before Sure we’ll trip up. And sure been under constant scrutiny it’s DDB indicate that’s why Ali is here: to chart out number of years you will be working with behaviour isn’t registered. It’s one of the but not quite because we we’ll land squarely on our fac- Mudra led by Madhukar Kamath. The exit a succession plan. But bafflingly enough, us? I said it’s up to you.” facts that exists in our industry. The abil- changed a dialogue here and es from time to time. But get of former COO Pratap Bose has had dra- Kamath denies having got an extension, “I think there was little bit of a mischief ity to steal is always easier than the abil- it went live and the agency up we will, and get up we shall. matic consequences: high profile employ- while having made no attempts to refute created in context of a regulation issue ity to earn or work for.” Kamath adds, “We made money and nobody Tall, proud, independent. ees and clients leaving; rumours of layoffs multiple reports on the development in being played up to be a review issue. I love keep hearing about mass exodus. Of 1000 batted an eyelid and no ques- Sixty eight years ago, a fa- and speculation that Kamath’s retirement 2014. He says, “In India every managing India and it is my favourite country. But people across different businesses, 40 odd tions were asked. mous gent spoke these words. may be close at hand. director has to go through the board’s reso- I am not going to come here and work if left to join a startup. Every year around “A moment comes, which But John Ziegler, chairman & CEO, lution and extend the terms and it is usu- he (Kamath) steps down”, says Ziegler. 150 leave and same number join. How is *Catches breath* comes but rarely in history, DDB Group Asia Pacific, in his ally extended by 3 years. Last year, Kamath who just turned 60 wants to work this mass exodus?” The agency claims to That was some five years when we step out from the old recent visit to India seems more the previous board resolution till 65 before he can hang his boots, but have got a lot more choosy about filling in ago. to the new, when an age ends, amused than perturbed: “For the Ziegler says, “77 is a good age.” vacant positions. Today, things seem to be and when the soul of a na- last two years we have had 30% The ability to steal There appears to be trouble brewing on Ziegler remains bullish about DDB looking a bit different. The tion, long suppressed, finds growth. DDB Mudra India is the other fronts too. In 2011, the agency won Mudra. “Our culture is to learn from and dogs of war seem to be tear- utterance.” fastest growing agency, closely is always easier the highest number of metals in Cannes share different ways of doing things. This ing at their leashes, gnawing challenged by China. We find cli- than the ability to Lion, as task it has not been able to top. relates to China as well. The western world through the guidelines set by Today, sixty eight years lat- ents still investing.” “There is a deliberate effort to focus on our is very challenged. Everybody has talked dinosaurs of yesteryear. er, the words still ring true. However given the presence earn or work for client’s business growth”, offers Ziegler by about Asia, India and the developing coun- Everyone’s certainly ask- of the regional CFO and Madhukar Kamath way of explanation. “Sonal (Dabral, chair- tries in the context of growth, population ing a lot more questions than (The author is senior global chief talent head Group CEo & man and chief creative officer, DDB Mudra and markets. The way things are done in they used to. Young creative Creative Director at JWT Sally Ali, speculations MD, DDB Group) isn’t evaluated on the number of these countries can change the western duos are going independent, India) were rife that Kamath Mudra Cannes Lion won” adds Kamath. world’s thinking”, he says. is planning to step Questions about the people who’ve left to [email protected] Product: ETNEWMumbaiBS PubDate: 19-08-2015 Zone: BrandEquity Edition: 1 Page: BEPER2 User: sandeepd0203 Time: 08-13-2015 23:16 Color: CMYK

ECONOMIC TIMES THE AUGUST 19-25, 2015 3

BAWDY Can a Wal-Mart also COPY Game of Thrones: Sell an Armani? The Advertising Edition Mass-market carmakers One of the first tasks for the newly ap- pointed chairman and CEO of this IPG are trying to woo shop is reckoned to be fixing its crea- affluent consumers with tive reputation, ideally by bringing in an industry heavyweight. Which is a little premium models and strange considering the agency did just that earlier this year! The buzz however a differentiated is that the creative leader has not been working the miracles he was expected showroom experience. to work and has taken rather more time than expected settling in. The view ac- By Lijee Philip & cording to our moles is the Mumbai-based Ketan Thakker agency ought to have made a stronger play for another candidate or most of the last 35-odd years, the in the reckoning, Indian car buyer has largely been one who worked obsessed with price and value. That Dale Carnegie practically in the Institute has been next building. explains why Maruti 800 ruled the Maruti Suzuki hired by Maruti Mahindra &

ANIRBAN BORA ANIRBAN When we spoke to roost for almost three decades since Premium retail hires over 700- Suzuki to train its Mahindra’s ‘Purple Tata Motors is F the man (strictly 1983; and why Ratan Tata rolled out channels are 800 executives Nexa executives on Club’ customers are upgrading its the Indica and Hyundai Motors India the Santro aimed at car from aviation soft skills. Ad firm managed individu- channel ahead off the record of in the late 90s. Now it’s time to shift gears, in tan- Rolling Out buyers upgrade and hospitality Hakuhodo helped ally by a relation- of its pre- course) on why to a bigger for its Maruti Suzuki design ship manager as mium crossover dem with the Indian consumer; or at least those he rejected the The Red Carpet >> premium vehicle Nexa outlets the Nexa showrooms seen in banks. launch who are less fixated on price, and willing to pay job considering it more for what they perceive to be a premium, or would, among even a luxury product. The big question, though, marketing, Hyundai Motor India. and build a relationship with them.” Maruti in- segmenting the market, explains Mayank Pareek, other things, is whether a car buyer will turn to Maruti, Tata That more Indian consumers are graduating tends to offer pick and drop facility from the cus- president, passenger vehicle business unit. have required or Hyundai when he wants such a product (with from the entry-level is evident in what Kenichi tomer’s doorstep for a NEXA visit, something “While we are working on a faster turnaround minimal change in price tags that go up to `15 lakh to ` 25 lakh); or Ayukaka, managing director of Maruti Suzuki, that’s common in the luxury-car space. While time, we will be introducing mobile service vans his commute to work he replied with whether she will opt for a brand with a reputation said at the inauguration of its premium retail NEXA’s first model will be the S Cross, a premium that will have technicians drive out to customers a laugh “the for luxury (think Mercedes, BMW). channel NEXA. “While we have achieved more crossover priced at over `14 lakh at the top end, it and service cars at their home, office parking lots mental jour- If the mass-market champions have to succeed than 45% market share in India, 50% customers may eventually add the Ciaz sedan and premium or while they are watching a movie,” he says. ney I’d have in scaling the price ladder, they’ve got to convince are still not with us. NEXA is a way to approach hatchback YRA to this channel. Mahindra & Mahindra (M&M), the other home- to take would the consumer about their ability to offer a product Clearly, Maruti has learnt some lessons trying to grown carmaker, known for rugged, value-for- have been a lot that’s very different from, and superior to, their sell both VFM and premium products under one money offerings like the Bolero, also has two high- longer.” flagship workhorses. Whilst that superiority will roof. Despite having compelling propositions with end products lined up — the Rexton (courtesy the Above ‘Budget’ Our moles be- doubtless have to show in the product, the begin- the SX4, and the sophisticated Kizashi, Maruti acquisition of SsangYong of South Korea) and a lieve there are a ning of the process starts at the dealership. failed to make a mark, as the experience delivered revamped XUV500 with premium features and New Age Mahindra XUV couple of people in the reckoning for the Explains Abdul Majeed, partner at consulting to the high priced consumer wasn’t di f ferent from technology. “Such customers need a different ex- `11.21 lakh to `15.99 lakh job, should the new big boss decide that a firm PricewaterhouseCoopers: “It was felt that all that for the small car buyer. perience and do not like to be chased for a purchase SALES TARGET: 3000 head or two need to roll before the crea- car showrooms had started looking alike. To ap- With the launch of Hexa, a premium crossover decision,” says Pravin Shah, president & chief ex- tive output improves. One of them is his peal to the fast growing aspirational buyer, there Ssangyong Rexton round the corner, Tata Motors, known best ecutive (automotive), M&M. creative partner from a previous agency was a need to have a differentiated experience.” `18.91 lakh to `23.17 lakh for Indica and Nano also has plans. It has Will these carmakers best known for value offer- stint. The other is the former creative Hyundai, No 2 in the Indian market courtesy of blueprinted a go-to-market strategy — ar- ings be able to make the shift? Deepesh Rathore, SALES TARGET: 500 head of a WPP agency, one of the few largely mass-market offerings like Santro earlier ticulated brand positioning, strong digital founder, Emerging Market Automotive Advisors, Indian creatives to win multiple awards at and now Eon, is seeking to enhance the premium Tata Hexa** and media campaigns with a focus on training does a quick analysis: “Maruti Suzuki can afford Cannes (including a highly prized Gold). experience by upgrading dealerships to Hyundai’s `12 lakh to `17 lakh and development of sales staff and ramping up the to experiment, as it has a huge sales lead; Hyundai Global Dealership Space Identity (GDSI) pro- dealer network. will follow its global philosophy, but it has its Got any funny emails floating SALES TARGET: 1500 gram. These showrooms with revamped design The revamp of the retail experience began with limitations; with M&M appealing more and more around your office or at home? Nexa S Cross standards are typically more open and airy, with the launches of Zest and Bolt. Hologram technol- to the semi-urban and rural markets, the new Seen a scam in someone’s portfo- high roofs and floor-to-ceiling glass. “In 2014, we `8.34 lakh to `13.74 lakh ogy was used at dealerships and hi-tech labs set up launches need to orient themselves to the urban lio? Please send them to us at completed 40 dealerships and our goal for 2015 is to SALES TARGET: 5000 in malls to provide customers an experience of the buyer. The Tata Motors brand is already battered, [email protected] add 60 more in various parts of the country,” says ** To be launched in new Revotron engine. The attempt clearly was to it needs to bring excitement.” We’ll dish all the dirt you dish to us Rakesh Srivastava, senior vice president – sales & First half of 2016 address a new profile of customers. Tata Motors is [email protected]

ROLLING OUT THE SOSYIAL NETWORK POPULAR FOR ITS FIZZY DRINKS IN THE WESTERN REGION, SOSYO INTENDS FIGHTING THE COKES AND PEPSIS ON THE NATIONAL STAGE

SHRAMANA GANGULY storm all metros and tier I, II, III cities for generations where people love it for its Kirit Mandlewala, a non-resident and towns with the “Apna Desh Apna wine flavour,” he notes (alcoholic drinks Indian (NRI) based out of the United Drink” positioning. are prohibited in Gujarat). States, is addicted to Sosyo, India’s old- The Hajooris, who started the company Just as in the case of Coca Cola, est fizzy drink that goes back to the in 1923 taking refilling orders for British Sosyo’s formula is a business secret, 1930s. Mandlewala has been a loyal soft drink brand Vitmo, switched over kept within the family since three gen- consumer of the beverage made by the to a new swadesi brand that they called erations. Now that the brand plans a Gujarat-based Hajoori and Sons, ever “Socio” in late 30s. Socio was coined from pan-India launch, the Hajooris have since his childhood in Surat. Of late, the word socialism, and eventually be- begun the process to patent it. he’s even been able to sip on a Sosyo came Sosyo. Hajoori and Sons clocked a turnover back home, courtesy ‘contract filling’ Today, the brand naturally lends itself of `100 crore in 2014-15, twice the pre- arrangements Hajoori has in the US, be- to social networks, nudging the company vious year’s top line, with Sosyo con- sides Canada, the United Kingdom and to coin the phrase ‘sosyolise with us’, in- tributing 70%. The company is eying Australia, amongst other countries. The viting GenY to connect with the brand turnover of `500 crore by 2017-18, by company soon plans to set up bottling on Facebook, Twitter, Instagram and when it would be present in several new plants in some of these countries. Google. That social media savvy should markets, says Ali Hajoori, the fourth “Sosyo is distinct. Served chill, it help the brand strike a chord with young generation of the family who is spear- tastes far better than any of the colas consumers in other states. The owners heading the growth plan. and even makes a good cocktail,” says are even contemplating roping in a ce- It was 26-year-old Ali who was behind Mandlewala, whose friends in the US lebrity brand endorser once the national the exercise to give the brand a new con- tease him as the ‘Sosyo man’. rollout picks up pace. temporary look since its repositioning Back home, finding such loyalty on Soft drink brand Rasna owner Piruz as a specialty drink in January 2010. display outside the country’s west- Khambatta says Sosyo has stood the test The Hajooris have since roped in brand ern region would be difficult. That’s of times owing to its distinct taste. “It is consultant Jagdeep Kapoor of Samsika because Sosyo’s presence is confined very popular in Saurashtra and Surat Marketing Consultants to steer the to Gujarat (where it claims to have a brand’s national footprint. 29% share in an aerated drinks mar- Hajoori and Sons clocked While continuing with glass bottles, ket worth `250 crore), and the adjoin- a turnover of `100 crore Sosyo moved into cans and pet bottles ing states of Maharashtra, Madhya as it began expanding in newer mar- Pradesh and Rajasthan. Now, Abbas in 2014-15, twice the kets. In the second phase, it will be Hajoori, the third generation promot- previous year’s top line, available in New Delhi, Uttar Pradesh, er of the company, has readied a na- Haryana, Punjab, Himachal Pradesh, tional rollout in three phases to make with Sosyo contribut- Jammu & Kashmir and Uttarakhand. the fruity-flavoured drink a national ing 70%. The company is To complete its pan-India presence, brand. Come 2016, the synthetic drink, eying turnover of `500 the third phase will see Sosyo being re- “which looks like a cola, but is not”, will tailed in east and south as well. crore by 2017-18 Hajoori aspires to more than double the Ali Hajoori number of bottling plants to some 30-odd Fourth generation of the family as he rolls out Sosyo pan-India. We want to be closer to the bigger markets, he says. Sosyo has grown from one factory ini- tially in Surat to five in 2012-13 to 15 facto- ries in 2014-15. “Four are owned by us, rest franchised,” says the senior Hajoori who intends to double the distribution network to 10,000 over the next five years. The company has, in the recent past, diversified its product basket. Apart from the flagship Sosyo, its product line comprises brands like Kashmira (a di- gestive drink), S’eau (mineral water) and Runner (an energy drink). The Hajooris have their work cut out given the strong presence of the colas and the growing popularity of new brands like Paper Abbas Hajoori Boat. A lot is riding on whether they can build the next generation of Sosyo men. [email protected] Product: ETNEWMumbaiBS PubDate: 19-08-2015 Zone: BrandEquity Edition: 1 Page: BEPER3 User: sandeepd0203 Time: 08-13-2015 23:18 Color: CMYK

ECONOMIC TIMES THE AUGUST 19-25, 2015 4 Things Drunk (M)Admen do BE’s Shephali Bhatt curates advertising’s craziest drunken tales. None of the ‘I scribbled this after three whiskies and the client loved it’ variety In the Bucket - List Lost in his own There will Dude, where are Alcohol - the magic potion that makes you capable of rendition be blood our pants? things even Rajinikanth can’t do. Or so some would like to think. Like this gentleman on an agency-client This senior creative likes to think of One NCR-based FMCG offsite in Malaysia. This marketer, then associated himself as the direct descendant of client was known for with a media house, had never tasted wasabi in his life Rahim given his penchant for amass- acting too friendly with and that had made him feel out of place at many ing darbars to appreciate his verse and women after a glass or gatherings in the past. Something he prose alike. Any other day, the courtiers few of free wine. He was was determined to change. would have been more patient but that’s politely asked to behave Mr Determined was a little too much to expect from a gather- on numerous occasions only a ‘few’ glasses of ing that was more bar than darbar. but some people just rum down when he So, this once, when he started reciting don’t understand the heard someone excerpts from the days of his life, the language of love. At one on the table ask audience members left the mehfil one by house party, he began for wasabi sauce. one, leaving a junior copywriter in the to get into his element This story begins with a fairly cli- It was a sign. He room with Le Poet extraordinaire. Too when some of the agency chéd, unpromising opening shot: was convinced hammered to move perhaps. It didn’t men took him to a cor- Indians getting sloshed while bar God was showing deter him from dozing off amidst the cre- ner and served him a few hopping during Cannes Lions. him the way to rid ative honcho’s monologue though. The punches and elbow jabs, What happened next remains a himself of wasabi best part is, it took a while for our man of Stoned on the rocks. bit of a blur in the memory box but virginity. verses to realise the sonorous drone ac- Here’s a Gurgaon-based client who believed exploit- One for the road: Hard the desi boys vividly remember The mad men, equally sozzled, tried to stop him companying his narration was not some ing an agency unreasonably was its birthright. One words break bones, waking up in their respective from deflowering his palette when he wasn’t in his unusual form of appreciation fine night, the cup of agency’s suffering ran over. They occasionally rooms the following morning, senses; but which client has ever paid heed to what but actual snoring. took to the next watering hole to let off steam. What sans pants. Unlike the movies, the the agency guy says, right? Next thing we know, One for the road: Write happened next caused the client a lot of damage, quite pantless creatives never found a our man had ingested a sizable blob of wasabi drunk, literally. The agency men, in a drunken fury, marched camera that would lead them to sauce off a saucer plate. In less time than it takes narrate script towards the client’s office and pelted stones at the glass the series of events which resulted to tell, his body rang the fire alarm and the cry for when both windows. If the brief were to communicate to the client in the loss of essential clothing. help was louder than the music playing at the ven- parties are how frustrated their AoR was, this act would’ve won a We’ve all heard the old cliché ue at 120 decibels. Ultimately, he had to immerse sober. straight Gold in Promo & Activation albeit pro bono. about advertising being the most his head in an ice-bucket to cool off. We presume One for the road: Don’t underestimate the power of a fun you can have with your pants it gave him a ‘been there done that’ excuse when common ad man, exploit him at your own risk. on. Well, it works even with the people began to get excited about the “ice bucket pants off. challenge” last year. One for the road: When in One for the road: When your agency, which otherwise Cannes, keep your pants on begs you to try new things, stops you from experiment- (at least in public). ing, listen. [email protected] ANIRBAN BORA ANIRBAN INFLECTION POINTS & Let the Music Play On REFLECTION POINTS GAANA’S SECOND TELEVISION COMMERCIAL TAKES THE LOVE STORY BUILT ON A PLAYLIST FORWARD RAJIV SINGH Marshall McLuhan says HOW AND WHY INDIAN ADVERTISING HAD TO outdoor, digital and an inter- If music can turn strangers into active engagement on social “Historians and archeologists CHANGE OVER THE LAST DECADES will one day discover that the acquaintances, then it surely media and radio where Rhea ads of our time are the richest can bond them as friends. Well, and Ayaan engage with the out- and most faithful daily reflec- that’s the power of music which side world as real people. tions any society ever made of its Gaana, the music streaming app For advertising agency M&C whole range of activities.” Which from Times Internet, tries to Saatchi, the latest campaign was makes them a good starting place harness in its second television based on how music can bring for a journey to trace the major commercial. two people together. The insight inflection points or maybe re- The two protagonists — Ayaan was how the first signs of true flection points over the last seven Khanna and Rhea Bajaj — meet love happen only when you cStill from Gaana’s second TVC decades of India. again in a Delhi metro train to discover a common interest, When we attained inde- take their budding chemistry feels Anjali Nayar, President, pendence we were a country forward in India’s first musi- product and the brand belief of (marketing) at Times Internet, M&C Saatchi New Delhi, add- used to living the simple life. cal episodic series which aims ‘Bas Bajna Chahiye Gaana’— the the digital arm of Bennett, ing that one of the most telling Advertising’s first job was to in- to capture a modern day love first musical campaign of Gaana Coleman & Co. Ltd (BCCL), which signs of compatibility is if you still pride and ‘Indianness’ into story. launched in 2014. publishes The Economic Times. love the same music. “Because brands. Soaps and medicines For Pratik Mazumder, vice- “With this story, we are able The television commercial ‘I love his playlist’ actually goes among others, used typical president (marketing) of Times to show how music plays a role has been amplified by a multi- deeper than ‘I love his eyes’”

Indian images in advertising: ZAHID Internet, the challenge was in every emotion a human goes media campaign spread across says Nayar. gods, Nawabs and more, often to dovetail the beauty of the through,” says vice-president various platforms such as print, [email protected] written in chaste English by our own breed of copywriters. In 1952 the then Minister of products and brands targeted Continued from Page 1 >> Continued from Page 1 >> Information and Broadcasting AMBI affluent Indian consumers. B V Keskar decided that film PARAMESWARAN Shampoos, two wheelers, televi- music was corrupting Indian sions, refrigerators started us- Manager’s Day Out Prepare for the... youth and banned it from All ing the power of cable TV. India Radio. Thus was born The 2000s have seen growth of Mehta for his part is clear that he wants his manage- A Publicis Groupe CEO per country In an AdAge Radio Ceylon and the wonderful the Indian language press and rial team to represent the whole of India. “Our internal - Yes/No? interview last hit parade Binaca Geet Mala. It its ability to reach Tier II and population represents the different clusters of the coun- WPP has an India head in Ranjan year, Maurice took India more than fifteen III cities. They have been able to try and we don’t just have talent from urban India but Kapur, Omnicom has one in Keki Lévy had years to bring film music (and ride the growth of literacy and people who represent the whole ethos and fabric of the Dadiseth. Why not Publicis Groupe, commented advertising) back on radio. their days of glory will continue country. Insights from these young managers are being we ask? It’s a big question for Lévy that he likes Consumers needed to be edu- for several decades. taken right into the boardroom to ensure that our execu- at the moment. One that he admits to joke about cated about products. So, Dalda As media choices grew Indian tion reflects such understandings.” to having avoided in the past. WPP chief Sir ran ads in 13 languages, backed Sway and Surf taught advertising too started develop- The 14 clusters have resulted “Initially we thought it would be Martin Sorrell. by cooking demonstrations. Indians the concept ing the courage to change from in the creation of 14 new leader- simpler to have a direct contact “Martin likes it and he’d be Sway and Surf taught Indians the ‘hyper-ritualisation’ of gen- ship positions to empower talent with each office. With the evolving disappointed if I didn’t do the concept of bucket washing of bucket washing der stereotypes (a term coined within the system. Typically, a times, we need to think differently, it,” he’d said. Who were we clothes using detergent. Sway clothes using deter- by Erving Geoffman in ‘Gender young manager (in his 30s) leads maybe.” The key question: if you to stop him then. He spoke even gave away plastic buckets gent. Sway even Advertisement’). Women were each cluster. His mandate: to un- have a country chairman, what about the last time the two The 14 had a proper conversation: to encourage the habit. Colgate gave away plastic no longer shown in sarees, try- derstand the local demand and would his role be? “Having some- taught Indians to move from ing to please irritable mothers- clusters competition and drive growth in one just for the sake of it doesn’t “It was years ago. When salt, coal dust and datoon sticks buckets to encourage in-law. Men were less macho have non-metro geographies. make sense. That’s why we’re I was a kid and I had illu- to tooth powder and toothpaste. the habit and more ‘Fair and Handsome’. resulted “Mehta ought to be credited for extremely cautious in reviewing sions. I have lost my illusions Interestingly, of late, salt in Kids got knowledgeable even on understanding that focus shoots our decision.” now so I know I can’t have a in the proper conversation with Sir toothpaste and carbon in tooth For the first time, government taboo topics. Old men were no creation up when you break geographies brushes are back in form. But ad- owned media decided to show a longer ‘goli khake jeeta hoon’ but into smaller markets. Managers on Media pitches and other tough Martin.” Yet another strike by the French baron in their vertising reach was still limited religious themed program. As were ready to buy their wives a of 14 new the ground and in touch with con- questions leader- never-ending snipe match. due to poor media availability; Prof Arvind Rajagopal argues diamond. sumers in a diverse market such as Apart from the questions he asks Who’s keeping the score? restricted to literate Indians and in “Politics after Television”, The 2010s have opened up for ship posi- India can throw up huge opportuni- of himself, there are questions the movie going public. this set the tone for a new Indian brands an opportunity of engag- tions to ties for HUL,” says Amin Babwani, trade media asks him all the time. This was set to change in narrative on religion and poli- ing consumers via longer story empower a former HUL marketer who now The current favourite is “What has an Indian newspaper, my wife won’t November 1982 when the Asiad tics. Ramayan was quickly fol- formats thanks to digital. Claude talent consults consumer companies. triggered so many media pitches see it so I can tell you the truth. came to Delhi. The then gov- lowed by Mahabharat; both Hopkins said a brand is nothing Nitin Mathur, research analyst all of a sudden,” he shares. “It’s My wife hates that I don’t switch ernment decided enough was offered brands a great oppor- but ‘A Name that tells a story.” within the who covers consumer companies sad that it’s all happening at the off from work during vacations. enough; Indians need colour tunity to reach millions. A slew With over 300 million consum- system in emerging markets for Société same time but we have to respect The pace at which things change TV. Low power transmitters of new brands were born riding ers poised to use smartphones, Générale, says HUL has laid out a the client’s decision of reassessing in these times makes it difficult came up in 178 locations al- the television boom and Indian this graph is set to explode pow- clear strategy to counter regional agency collaboration. We have to for you to say ‘I’ll get back to you in most overnight and the power marketers quickly learned ered by thousands of aspiring competition. “With 14 clusters, be ready. Client’s simple objective two weeks.’ She, however, fails to of television was unleashed for tricks from multinationals and filmmakers. A thousand apps the focus is to increase the quality is to get more for less. We have to understand why a company of such the first time. Indian language their agency partners. are launched every day from of distribution and increase be- respect that objective.” Another a size and scale can’t function with- writing confined to the back However in spite of the reli- Powai, Goregaon, Koramangla spoke products and strategies to concern he shares with many other out me for a few days. I set aside two room thus far, now entered gious fervour unleashed on tele- and Guindy by young start-ups. counter local competition.” A re- industry men is the inflating cost hours for calls, answering e-mails. center stage. Doordarshan had vision, things were not improv- The study of how Indian con- cent JM Financial report said the of entering work at Cannes and It’s a matter of heavy negotiation. its own problems thanks to the ing in Ram Raajya. It was time sumers have been depicted in ad- central India cluster accounts for sending delegates to the festival. Tougher than most M&A negotia- limited availability of time to open up the economy in 1991. vertisements and how they have 40% of the country’s population “We have to become more selective tions I’ve done,” he admits. on two blockbuster programs Indian viewers got the first expo- changed is indeed a fascinating but has only 22% share of the in entering and attending. Cannes (We were told later that his kids Chaya Geet and Chitrahaar (in sure to cable television when the story that I hope to capture in my country’s GDP, which offers it shouldn’t become a cost issue.” To and grandkids have signed up for Tamil Oliyum Oliyum) and the first Gulf War broke out. Soon next book. Till then au revoir! (HUL) a much higher opportunity unwind from the concerns of the Google alerts on him, so there’s a Sunday feature film. Zee TV was launched and televi- for growth relative to the rest of business, Lévy takes vacations good chance Mrs Lévy will get to Fortunately there were spon- sion once again changed. Ambi Parameswaran is ED, the country.” Small wonder then regularly. Do they qualify as vaca- read this article. If you are reading sored programmes. The biggest If Doordarshan’s LPTs created FCB Ulka and author of “For that that Mehta says he wants tions is the question. this, ma’am, we suggest choosing a sensation was Ramayan telecast Wave II, cable TV started Wave God’s Sake – An Adman on the HUL to be “future-ready” to tap no network/wi-fi zone for your next from 25 January 1987 to July 1988. III of Indian consumption. New Business of Advertising” that opportunity. Maurice on vacation holiday) [email protected] “Since this article will publish in [email protected]

Regn.No.MAHENG/2002/6711 Volume 14 Issue No. 33 Published for the Proprietors, Bennett Coleman & Company Ltd. by R. Krishnamurthy at The Times Of India Building, Dr. D.N.Road, Mumbai 400 001 Tel. No. (022) 6635 3535, 2273 3535, Fax- (022)-2273 1144 and printed by him at (1) The Times of India Suburban Press, Akurli Road, Western Express Highway, Kandivili (E),Imprint Mumbai 400 101. Tel. No. (022) Line 28872324, 28872930, Fax- (022) 28874230 (2) The Times of India Print City, Plot No. 4, T.T.C. Industrial Area, Thane Belapur Road, Airoli, Navi Mumbai-400708 and (3) TIMES PRESS, Plot No. 5A, Road No. 1, IDA Nacharam Ranga Reddy District, Hyd- erabad-500076. Editor: Ravi Balakrishnan(Responsible for selection of news under PRB Act). © All rights reserved. Reproduction in whole or in part without the written permission of the Publisher is prohibited.