May 1-15, 2013 Volume 1, Issue 24 `100 20

)/,77,1* $5281' Digital ad agencies have a difficult time retaining employees. Why this is the case, and whether things will change.

30 8 28 6 PLUS ADSTREAM Delivering Advertising 8

PARK AVENUE Spray, Smell, Love 12

FACEBOOK HOME INTERVIEW AUAMCL BISLERI The Game-changer? 16 Lynn de Souza The Champions Digital Debut DELHI PRESS-MOTORING In a new role as social MSM beats Jagran to lift the Bisleri goes digital with communicator. trophy for the third time. a kiss. Change of Gear 26

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This fortnight... Volume 1, Issue 24

have never ever worked for an established company. I began working in start-ups EDITOR I way before they became fashionable. So, when I read this issue’s cover story, to my Sreekant Khandekar PUBLISHER May 1-15, 2013 Volume 1, Issue 24 `100 mind the core is not so much about the HR issues in a digital agency as about retaining Prasanna Singh 20 employees in a start-up. SENIOR LAYOUT ARTIST There are three types of employees. One, who will work only for large, established Vinay Dominic )/,77,1* companies. Two, those who are happiest in small firms. And three, those who would PRODUCTION EXECUTIVE $5281' be equally comfortable in either – though I suspect there aren’t many of those. Andrias Kisku Digital ad agencies have a difficult time ADVERTISING ENQUIRIES retaining employees. Why this is the case, Generally speaking, executives in small firms are likely to be paid less than those and whether things will change. Rahul Puri, (0120) 4077833, 4077866 in larger establishments. In tech start-ups, early employees are compensated with equity Noida stakes that could be worth a lot if the firm does well. In digital agencies, a share hand Arunima Bhattacharya, (022) 40429702-5 out is rare. Mumbai [email protected] 30 8 28 6 PLUS So, then, it is not for the money that young people join digital agencies. Some get ADSTREAM Delivering Advertising 8

PARK AVENUE in because they are still in the process of figuring out what they want to do in life. And MARKETING OFFICE Spray, Smell, Love 12

FACEBOOK HOME B-3, First Floor, Sector-4, Noida-201301. The Game-changer? 16 agencies, by their very nature, are open to people with diverse backgrounds. This lot is INTERVIEW AUAMCL BISLERI Lynn de Souza The Champions Digital Debut DELHI PRESS-MOTORING Tel: (0120) 4077800. In a new role as social MSM beats Jagran to lift the Bisleri goes digital with communicator. trophy for the third time. a kiss. Change of Gear 26 bound to disappear as soon as they have figured out their path. MUMBAI The rest are there for the sheer joy of working in a small place. It gives you freedom, 501-502, Makani Center, 5th Floor, a sense of control, a feeling of participation in creating something worthwhile besides Off Linking Road, Bandra (W), Mumbai - 400050 enormous variety in work. Every day in office can be exciting because there is no knowing what one will be doing Tel: +91-22-40429 709 - 712 next. BENGALURU S-1, New Bridge Corporate Centre, I have discovered over the years that many of the people who like the idea of working in a start-up don’t enjoy 777 D, 100 ft Road, Indira Nagar, the reality of it. They find it stressful. However, they will stay if they find that the place is changing for the better Bengaluru - 560038, India – that it is growing quickly, it’s happy, the compensation is higher and it is generally getting organised. SUBSCRIPTION ENQUIRIES Akhilesh Singh, (0120) 4077837 Whether that will happen or not depends in large measure on the entrepreneur. If he or she won’t grow up, [email protected] neither will the company. As someone once told me, “A company has to grow faster than the aspiration of its Owned by Banyan Netfaqs Pvt Ltd and employees.” Printed and published by People will struggle cheerfully in a start-up for some time – as long as they know that it is heading somewhere. Prasanna Singh, at 7-A/13, Ch. Ratan Singh Complex, Everybody likes to be on a winning team. Jawala Heri Market, Paschim Vihar, New Delhi-110 063.

Printed at Cirrus Graphics Private Limited B-62/14, Naraina Industrial Area, Phase II, New Delhi – 110028. Sreekant Khandekar Cover Illustration [email protected] Tiffin Box CONTENTS 32 8 PLUS

IPL Another Game 10 GODREJ Starry Power SCORYBOARD Aamir Khan disguised Brand New Pitch 14 as a woman shows off the brand’s range. PUBLICIS GROUPE Another Acquisition 14 BY INVITATION 22 13 Deep Malhotra CAMPAIGN TRAIL How to get digital marketing TV, Print, Digital Ads 18 strategies spot on. TATA SKY POINTS OF VIEW 24 Message in a Samosa 26 Small Town Viewers FASTRACK Will the metering of small Grey Area? Taboo-Shooter? LIFE OK towns help marketers and Grey’s Anatomy will now shift The latest campaign asks the broadcasters? to this channel. youth to be pressure-free. Love on Air 34

afaqs! Reporter, May 1-15, 2013 5 1(:6$'9(57,6,1* BISLERI Digital Debut The bottled mineral water brand has made its debut in the digital space to promote its latest campaign, ‘Kiss to Drink’, which urges consumers to buy their own bottle instead of sharing it. By Devesh Gupta

gratitude to anyone, who has done something good. The initiative is driving a lot of popularity for the brand on the social media platforms, which was the main target for the campaign. Parag Gandhi, director, Flying Cursor, says, “The digital activity for Bisleri was meant to increase the viewership of the ad and drive engagement.” Nathani says, “We did not want to miss the digital bus. It was the right time for us to take it and after much research, we have initiated it to connect with the youth, as they spend a lot of their time on the platform.” She adds that the basic idea behind the campaign was to reach out to the youth and increase their affinity with Bisleri. For the first time, Bisleri has launched a

ith more than 60 per cent market share lakh (www.facebook.com/ in the bottled mineral water category, Bisleri?fref=ts) soon. WBisleri has launched its latest campaign, Bisleri has also partnered ‘Kiss to Drink’, with an aim to promote its 500 ml with high traffic websites bottle and connect with the youth. such as Zynga.com, Yahoo!, The campaign includes three television Burrp!, MSN and Google commercials created by Soho Square. The films, Display Networks, to place based on the simple insight that no one likes to banners and video ads to share their water bottles, features a newly married increase visibility. couple in one, college students in another and an Shraddha Waikar old lady along with a superhero in the third. The Nathani, marketing head, humorous films show various situations where Bisleri, says, “Our agenda people are reluctant to share their water bottles. All is to promote the 500 campaign that talks about the films end with the line, ‘Buy your own bottle, ml bottle in the market. owning a bottle. Its previous kiss it to drink water and Shabaash’. According to research, campaigns (‘Play Safe’, In contrast with the earlier campaigns of India is primarily a 1 litre ‘Mountain Water’, ‘Bada the brand, the films were initially launched on bottle market, which we Bisleri’) have propagated purity the digital platform. Bisleri’s digital agency, have created. Now, we of the water and the bottle size. Flying Cursor, launched teasers for a week and want to transform it into a Speaking about the latest organised contests around them, inviting people to 500 ml bottle market.” TVCs, Anurag Khandelwal, participate on social media. Two Twitter hashtags Nathani explains that executive creative director, (#Shabaash and #dontshare) were also launched the 500 ml bottle costs just Soho Square, says, “We didn’t to drive engagement. Rs 10 and is easy to carry; want our communication to be The TVCs were then launched on the social thus, it is expected to fulfil a centred around ‘Pyaas’ (thirst) media platform to test the waters. The campaign nascent need in the market. or the quality of water. So, we took off in April and since then, the brand’s Bisleri has also stepped up decided to go into the habits Facebook page has added more than 30,000 fans. its 500ml bottle production of drinking water. Once we The brand expects its fan base to cross one by 20-30 per cent, to ensure zeroed in on the concept of not sharing the bottle, the challenge was to create a campaign that easy availability can connect with the audience in a fun way and across the country. with a high recall value.” Taking a cue Bisleri is owned by Parle and was acquired from from the TVC an Italian entrepreneur in 1969. The brand began communication, selling water in 650 ml glass bottles but moved the brand has to 750 ml PVC bottles because of the high cost initiated ‘World of glass bottles. Soon, it shifted to one litre pet Shabaash Day’ on bottles as the cost difference between one litre and April 18 on social 750ml bottles was low. Since then, the brand has media. Under this launched bottles of several sizes. The brand has 17 initiative, people plants, 33 co-packers, 11 franchisees and a wide can ‘Shabaash’ distribution and retail network pan India. „ Nathani, Gandhi and Khandelwal: message in a bottle or show their [email protected]

6 afaqs! Reporter, May 1-15, 2013

1(:6$'9(57,6,1* GODREJ Starry Power The brand’s latest campaign features Aamir Khan disguised as a woman, while showing the brand’s diverse range of products. By Rashmi Menon

odrej Industries, one of the oldest brands in the country, has launched a brand Gcampaign that covers its wide portfolio of products. Almost two years after its last umbrella-brand campaign, the latest campaign, ‘Zindagi muskuraye’, uses actor Aamir Khan as brand ambassador. Khan, who has been in public as a woman, discovering Godrej products in the distinctively and uniquely in the mind of the attention for constantly reinventing his public young couple’s house. The products under the consumer as designing products with ideas that image, along with the roles he plays, masquerades brand Godrej are cleverly, yet subtly, weaved help make life brighter and better.” as a woman in the campaign. into the story, with an interesting, humour-filled The campaign covers consumer durables as ‘Zindagi muskuraye’ is conceptualised and created storyline. well as FMCG products of the brand. While the by JWT Mumbai and comprises one teaser and Speaking about the campaign and its timing, campaign shows a young modern couple, Joshi eight product films. The teaser film introduced Shireesh Joshi, head, strategic marketing, Godrej quickly adds that Godrej’s products cater across Khan dressed as a woman, visiting a friend. He Industries, says that the insight for the campaign age groups. However, young couples are at the introduces himself as Soniya to came after a survey late last year. core of the brand’s communication. the wife, who believes him and “Through consumer discussions, Interestingly, this is the first time in his long offers him tea. we felt the time was right to career that a conglomerate brand has approved, The revealer shows Khan come out with a campaign which executed and launched an entire campaign - from being invited for lunch, and showed Godrej as a brand that ideation to TVC - within a span of four months. introducing a product - a dining represents modern sensibilities, As for the idea of showing Khan dressed as a table with an attached hot plate through the innovative range of woman, Sen says that saliency was key, since they which constantly keeps the food products that we have come out were doing many films. “Aamir played a woman, warm - in the couples’ home. with, in the last few years,” he as he is researching a role and himself, as a buddy. The third ad revolves around the says. That helped us in writing multiple films and brand’s power saver AC, while Tista Sen, NCD, JWT kept the intrigue going,” Sen explains. However, the fourth shows the efficiency Mumbai, says, “The strategy was the cast was equally critical for the campaign to of Good Knight, the electronic to bring alive the two pillars of pull off the intrigue. “We needed a couple, who mosquito repellent. In all the brand Godrej - progression and represented the young urban Indian. A woman films released subsequently, empathy. The brand needed to Khan continues to masquerade Joshi: salient messaging up the imagery and be perceived FRQWLQXHGRQSDJH>>

ADSTREAM 15-50 per cent in workflow pro- commercial distribution and digital cess, material storage, distribution, asset management. transcoding and reuse of origi- According to the company nal materials. The company has spokesperson, what differentiates Delivering Advertising launched in India with 20 advertis- Adstream from the competition is The London based asset management firm aims to ers and agencies on-board; however, that it provides help with the whole the firm expects to break even in the production process, from briefing break even in a year, in India. By Raushni Bhagia first year of its launch and close the until the delivery, thereby, offering year with more than a wider portfolio for brands and ondon-based Adstream has 100 advertisers and agencies. extended its operations to agencies. “The Indian market is tra- LIndia. The company deals in Adstream India ditionally a high volume and digital delivery and asset manage- plans to roll out quality conscious market and a very ment for the advertising industry and Prime Focus. operations pan India, important advertising market for and provides a single tool that allows Adstream claims offering services in Adstream’s customers around the brands and agencies to deliver, store that its cloud-based digital delivery and world. The full-fledged asset man- and approve all media content from technology removes digital asset man- agement solution, including finance one dashboard. the need of hardware agement across TV, and resource planning, combined Digital delivery of television installations, thus ena- Moritz Wuttke radio, print and digital with digital delivery for TV, radio, commercials is not a new service bling advertisers to media. It has already print, digital and cinema, is some- in India. The existing players in connect with broadcasters faster, tied up with about 250 channels. thing that some of our future Indian the vertical are eBus (which was without the need to invest in servers Interestingly, the revenues for clients have been waiting for a long launched through a JV between at the broadcasters’ end. the company will not come from time,” quips Moritz Wuttke, manag- Aidem Ventures and IMD, the Adstream officials claim that this broadcasters, but from advertisers ing director, Asia, Adstream. „ UK-based media logistics company) tool will enable advertisers to save and agencies, through television [email protected]

8 afaqs! Reporter, May 1-15, 2013

1(:6',*,7$/

IPL << FRQWLQXHGIURPSDJH Starry Power... Another Game who is smart and holds her own. The husband needed to be non starry. They had to be real and Indiagames has launched a multi-player cricket game around IPL, believable,” she says, adding that since each film had to be a standalone story, while having elements sponsored by Parle 20-20 cookies. By Satrajit Sen of charm and fun, it was essential to maintain simplicity while conveying the product message. The current campaign will continue till the end of May, after which individual businesses will build on it, to harness respective product values. The timing, which coincides with the IPL season, was coincidental, claims Joshi. “On digital, we released Khan’s female look before releasing the teaser film, which got a lot of attention,” he states. A short contest, titled ‘What will he do next’, was also launched on Facebook, along with a trailer of the films released on YouTube.

DRAG POWER hiveshwar Raj Singh, group creative head, SDraftfcb Ulka, says that his initial reaction was, “Aamir Khan in drag? Is it Coke? Is it Tata Sky? Hey! Wait a minute mom - it’s - Godrej.” However, he adds that the old wine sparkles in these newly bottled “ad-coms” (small ads that unfold the same way as soaps do). “The films are smartly written, wonderfully isney UTV’s Indiagames has launched character-cast and nicely paced. And, the use of the official IPL 6 mobile game called the brand is surprisingly subtle - a little too subtle, D‘IPL Cricket Fever 2013’. This multi is it? However, they have great repeat value, player cricket game, available on the Android thanks to the excellent nuances and repartee. And, platform, is sponsored by Parle 20-20 cookies. that is indeed rare in dialogue-led commercials. The game is a close replica of the IPL matches, with the nine official teams including Mumbai Indians, Chennai Superkings, Sunrisers Hyderabad, Delhi Daredevils, King XI Punjab, Kolkata Knight Riders, Rajasthan Royals, Royal Challengers Bangalore and Pune Warriors. According to Indiagames, the game will be the official IPL mobile game is to enhance the available for cricket enthusiasts for one year and gameplay experience of the user. the association of Parle will stay on as well. This “With IPL Cricket Fever 2013, we wanted to is the second year that Parle has sponsored the offer a close-to-real experience of the on-ground official IPL game. Last year, it action of IPL. With Parle 20-20 was a co-sponsor along with auto cookies on board, we have made brand Volkswagen. it happen. Presence of the brand Speaking to afaqs! Reporter when a player hits a 4 or a 6 gives about the objective behind the the users an actual IPL feel on association, Pravin Kulkarni, their mobile phones. The brand Hopefully that and, of course, Aamir will help general manager, marketing, Parle fit with Parle 20-20 cookies just Godrej reinvent itself.” he says. Products, informs that Parle is sits perfectly with the concept of Divyapratap Mehta, chief strategy officer, looking forward to tap the younger the IPL tournament.” Publicis Capital, believes that while the executions audiences, who are cricket lovers Gondal says that the biggest are high on engagement, with interesting use of and gaming enthusiasts. feature added this year is the the celebrity, the idea of Khan dressed as a woman “IPL is a huge platform which Challenge mode, where players grabs all the attention. “The product proposition allows us to reach out to a large can challenge other players or the corporate message of ‘ideas that make life number of audiences, across age within the game and compete brighter’ might not be established at all. Teasers groups. Mobile as a medium has with others. generally engage consumers. Aamir being used grown tremendously over the “Enhancing the essence in an interesting manner is, definitely, attention last few years and consumers of the sport, gamers can add grabbing, but I am not sure if all the stories are are spending more time on their ‘cheerleaders’ from the in-game strongly weaved around the product advantage. mobile devices. We wanted to store. The cheerleaders will There is a risk that the execution idea is the only tap this growing segment and applaud every four or six hit by thing that gets recalled,” he ventures. this association, with the official the gamer,” he adds. Mehta adds that the best way for a brand to mobile game for IPL, gives us a Gondal claims that the game live its philosophy is to walk the talk through its perfect platform to reach out to has crossed lakhs of downloads multiple products. “The Godrej campaign is high the younger audiences,” he adds. in the first 10 days. However, on execution drama but I am not sure it does Vishal Gondal, MD , digital, he declined to reveal last year’s justice to or builds the thought of ‘ideas that make

Disney UTV, opines that getting FOTOCORP download figures. „ life brighter’,” he opines. „ brands on board to associate with Kulkarni (top) & Gondal [email protected] [email protected]

10 afaqs! Reporter, May 1-15, 2013

1(:6$'9(57,6,1* PARK AVENUE Spray, Smell, Love The latest film for Park Avenue deodorant takes viewers back to the basics of product selection in the category. By Ashwini Gangal

ogic and reality aside, the message that most men’s deodorant brands convey in their Lfilms is: ‘Spray the product and sit back as “The swooning- the women swoon’. Park Avenue, in its latest ad girls kind of for its deodorant range, says something different: ‘Spray the product and well, love the smell enough advertising has observes. The ad reminds her of Old Spice films to take the bottle with you everywhere you go’. become parity.” sans women. “Do I like it? No. Does it stick in The ad shows a man taking the product along ASHISH KHAZANCHI your head? Yes, in a weird kind of way,” Nair says. with him to various locations, like he would a Naresh Gupta, managing partner and chief romantic companion. The tagline, ‘Zara Soonghke strategy officer, Bang in the Middle, feels the Toh Dekho’, was coined to resonate with what FOTOCORP men’s deo segment may as well be a non-existent the brand believes is actual retail-level behaviour, it virtually impossible to distinguish one deo ad one, given Axe’s category domination. About this as far as deodorant-shopping goes - smelling a from the other,” Khazanchi responds. campaign he says, “Finally a brand that breaks the few bottles belonging to different brands, before code and positions itself as a true alternative.” making a purchase decision. FRAGRANT INSIGHT? Gupta too finds the combination of English and Ashish Khazanchi, NCD and vice-chairperson, riti Nair, founder, Curry-Nation, thought that Hindi befuddling. Interestingly, Khazanchi says Publicis Ambience, tells afaqs!Reporter, “All Pthe ad was odd at first glance. “It breaks every that it was a calculated move. “We kept the landing we want is for the new guys to check us out tried-and-tested category code, be it the story or line in Hindi because of the disruptiveness. ‘Check because we’re confident of conversions.” Was it the casting. The humour is ‘English’ and the ad it out’ or ‘Smell it to believe it’- kind of lines just a conscious move to ditch the swooning women? has been produced in a very ‘firangi’ style. The wouldn’t cut it,” he insists. „ “The swooning-girls kind of advertising has made Hindi line suddenly comes from nowhere,” she [email protected] 1(:6$'9(57,6,1* FASTRACK youngsters having to live with many taboos. The idea: let the brand help the young to break out of society’s notions of morality. According to Iyer, the brief given by the brand was to make Fastrack part of the youth lingo. Taboo-Shooter? Considering that there are many brands in the youth space there was a need to keep Fastrack The latest campaign, using graphic visuals and Daft Punk music, asks ahead in terms of its look, feel and music, in a way that the youth would identify with. The campaign the young not to be pressured by societal taboos. By Rashmi Menon went on air in the first week of April, coinciding with IPL 6. The TVCs have been directed by rovocation seems to be the underlying theme Bharath Sikka from Flying Pigs Production. of Fastrack. The watch and accessories brand Pfrom Titan, through its ‘Move On’ tagline, BRAND CONSISTENCY has in the past come up with attention-catching inakshi Achan, co-founder, Salt Brand TV commercials. The new lot of TVCs don’t MSolutions, feels this is a lovely continuation disappoint, when it comes to shocking the senses. of the Fastrack series. “The provocative stories will The 20-seconder films, sans dialogue, explore connect with the youth of India. I thought Daft societal taboos through suggestion and graphic Punk’s ‘something about us’ was apt and captured visuals, which the viewers are ‘free to interpret’. the spirit rather well,” she says. Achan believes And, the French electronic music band Daft that the TVCs capture stories about young people, Punk’s ‘something about us’ song sums up the who want to live in the moment, uninhibited and mood perfectly. The campaign conceptualised and unconcerned with social sanctions and old rules. created by Lowe Lintas, has three creative films. is playing footsie with her mother who responds. Dheeraj Sinha, head, planning, south and The first, ‘Closet’, shows two girls, dressed The super states - Mature is in...Move On. The Southeast Asia, Grey, says that Fastrack is one of for a party, coming out of a closet, adjusting third has a couple pumping up a bounce house the few brands in India, which is sharply focussed their attire. The ad ends with the super - ‘Come and anxious to get in. The shaking house shows on youth and consistent about it. “I like the out of the closet...Move On’. It leaves little to the super - Live In, Move On. thought of bringing these issues out of the closet. the imagination, the taboo in this case being Speaking about the creative, Arun Iyer, NCD, The act of bringing them out offers some sort of homosexuality. The Dining TVC, has a girl, her Lowe Lintas, says, “We wanted to refresh the social nod, albeit with a wink and may be a few parents and her boyfriend having a meal. While tagline “Move On” and make it more relevant raised eyebrows.” „ the girl is showering attention on the boyfriend, he for the youth?” The team hit upon the fact of [email protected] 1(:6',*,7$/ SCORYBOARD Brand New Pitch Launched by Anupam Mukerji, better known as the Fake IPL Player, ScoryBoard is about giving users necessary information about a cricket match at one glance. By Satrajit Sen

itchInvasion New Media, which runs cally, and what constitutes ‘important Pitch-Invasion, the online radio show by information’ related to cricket is not PAnupam Mukerji, better known as the Fake the same. However, the cricket media IPL Player, has launched Scoryboard, along with industry is still following the same partner Madhukar Jha. It’s a tile-based cricket rules for content as it did back when dashboard that gives the user all the necessary print was the primary medium. While information about a cricket match, at one glance. every website is trying to get the The interface houses information about an on- user to click more and interact more, going or an upcoming match, players involved in most users wanted a fairly clean, non- the match and tweets related to that match. intrusive experience. And that’s why Launched during the IPL season on April 10 and 11, the site claims to have received 11,000 Jha (L) and visits on the first day, which went up to 1,24,862 Mukherjee ScoryBoard has no banners, no unnecessary links visits on April 15, with 50 per cent unique users. being thrown at the user and gives the user a clean, On April 15, ScoryBoard claims to have achieved peaceful interface,” informs Mukerji. 1,78,334 page views with an average visitor spend- ScoryBoard has been exclusively licensed to ing 181 seconds on the website. Mukerji informs IBNLive for the duration of the IPL and both the that during live matches, especially on weekdays, entities are cross promoting each other on their the traffic surges. platforms. IBNLive has given ScoryBoard prime Speaking to afaqs!Reporter about the idea real estate on its pages, banners on its home page, behind ScoryBoard, Mukerji says that it is the and the live cricket page of Cricketnext.com. result of an ethnography research in digital cricket Besides IBNLive, Flying Machine is also an content consumption behaviour. The study was exclusive sponsor of ScoryBoard during the IPL. done to find out how people are consuming cricket “They get branding real estate on the product and content in the digital space, what they are actually the choice to drive user engagement campaigns looking for and if there are any unmet needs. through ScoryBoard. Flying Machine’s tagline of “The findings blew our minds. We realised What constitutes ‘important ‘New Cool’ fits very well with ScoryBoard, which that people’s consumption patterns have changed, is a new cool way of following cricket,” opines the devices they use to access information have information’ related to Mukerji. „ changed, attention spans have fallen dramati- cricket is not the same. [email protected]

PUBLICIS GROUPE plans to set up offices in New Delhi Neev was founded in 2005. It and Mumbai. has a strong team of 250 employ- Mathur says, “At the core of ees and works with several brands Another Acquisition Razorfish lies innovation and tech- across India and the US. It has nology. Neev mirrors this expertise. developed complex solutions such The new venture, called Neev Razorfish, will be headed With the combined entity in place, as, custom rule engines, massively we will be able to provide ser- scalable social media analytics, Tier by Saurabh Chandra. News Bureau vices for clients who are looking at 1 SMS gateway, iPhone, Android transforming their business models and BlackBerry applications. ublicis Groupe has signed an Razorfish and Digitas India, says, using technology and digital.” Publicis Groupe has acquired agreement to acquire Neev, a “Razorfish uses technology, creative several properties in the last 16 Ptechnology services provider and media solutions to create busi- months. Recently, it acquired in eCommerce, SaaS (Software as ness transformation for clients. The Convonix, a Mumbai-based a Service) and cloud applications idea is to help companies enhance search marketing agency; iStrat, a across web, social media and mobile their business models or invent Delhi-headquartered integrated platforms. It will be a 100 per cent new products and services by envi- digital agency; and MarketGate, a subsidiary of Publicis Groupe. sioning how digital capabilities can Mumbai-based strategic business Publicis has also decided to bring enable them to enter new or adja- and marketing consulting firm. Razorfish to India. Razorfish is an cent spaces.” Some of its other acquisitions interactive marketing and tech- Publicis plans to align Neev with in 2012 were Resultrix, a Mumbai- nology company that operates in Razorfish and form a new ven- based performance marketing Europe, Asia Pacific, Latin and ture, Neev Razorfish, which will be agency, and Indigo Consulting, a North America. headed by Saurabh Chandra, CEO Mumbai-based digital agency, that Speaking on the strategy behind of Neev. Chandra will report to operated as a unit within the Leo bringing Razorfish to India, Mathur. The new venture will be Burnett Group. „ Kanika Mathur, managing director, headquartered at Bengaluru, with Mathur: transforming businesses [email protected]

14 afaqs! Reporter, May 1-15, 2013

1(:6',*,7$/ FACEBOOK HOME Will it be a game changer? Will the app for Android phones get Indian marketers to think about mobile marketing in a different way? By Satrajit Sen

with different kinds of media and there is a trial it will help increase the time spent on the platform. budget in many media plans today. So, we expect Secondly, in India, this might help in getting a a part of that trial budget to go in Facebook younger audience on board, but as people mature, Home advertising. However, it remains to be seen participation on this platform will become lower whether Facebook will sell this media on cost per and people will remove the app from their phones. million impressions or cost per click basis. As far as marketers are concerned, they may reap some benefits from the initial adoption of the R P SINGH, platform, but in the long run, it will be difficult to CEO, Sirez Group get brands on this platform, as Facebook Home acebook recently launched Facebook Home I don’t know may not find many takers among the audience. as an application for Android smartphones. whether it will be FThe app refurbishes the start screen of the a game changer in SANJAY MEHTA, smartphones to display the Facebook feed that this country, but it Founder and joint CEO, Social Wavelength brings the latest status updates from the users’ will surely be a huge I don’t think Facebook friends. player in this game. Facebook Home This strategy allows Facebook to instantly Mobile advertising is will be a game build a strong mobile presence and if successful, suffering from a lot changer for mobile Facebook Home will ensure that more users are of problems in India. marketing in India. encouraged to spend more time on the social Despite having Most certainly, it network. Besides, since the app is made to sit on the huge numbers, will make Facebook users’ smartphone, which they carry everywhere, it is not able to more integral in this will give Facebook more opportunities to attract advertisers people’s lives, and collect information about the user, and more and one reason for will assume the

importantly, sell them. FOTOCORP that is the lack of status of ‘first call’ It is known that Facebook makes its money on understanding for phone users. In ads, and by being able to display ads in the mobile about user behaviour on mobile. Except mobile fact, in many ways, home screen of a user, Facebook Home can give operators, no one in the system knows about the phone and its marketers the ability to push targeted commercial the location of the user. With Facebook Home, operating system messages at users - any time, any place - thus users will be able to see relevant location specific will lose out, as the adding to the social network’s revenues. ads, which will be drastically different from the user will jump straight into the Facebook world. Considering India is the second biggest market scenario today, where you get hundreds of ads on It will certainly make Facebook even more for Facebook in the world, and Android is the most your device just like that. powerful from a user’s mind share point of view, used smartphone platform in India, if Facebook On the other hand, Facebook on mobile grew and may shift marketers’ money to Facebook Home finds takers in the country, can it get Indian because of no advertising on the mobile version. advertising. marketers to think about mobile marketing in a We need to see if Facebook Home disturbs that different way? Here’s what the experts have to say: user behaviour and if the mobile usage of Facebook SUNNY NAGPAL, remains the same or decreases because of this. In MD and co-founder, Httpool India VIJAY SHEKHAR SHARMA, India, advertisers are going for Facebook in a big Facebook Home Founder, One97 Communications way; therefore, Facebook Home’s adoption will seems to be another Facebook Home not be difficult for them. attempt from is yet to get users. Facebook to draw And, in the initial DEEPAK GOEL, back its ‘original’ stages of adoption, Founder and CEO, Drizzlin Media users, without adding mobile Firstly, the yet figuring out advertising might access frequency advertising models just kill it before it of Facebook, (as usual). While takes off. Moreover, worldwide, is most Facebook it is still early days declining. This is not diehard ‘fans’ would for the company so evident in India, cheer for this novel to figure out a but overall there is a feature, of having revenue stream for decline being noticed their social life flash the app and I am and the phenomenon past on their mobile not sure it will do is popularly called home screens, it is so soon, especially Facebook Fatigue. highly unlikely that they would cherish the idea since reviews and This is a classic case of ads popping up. Marketers would have loved application acceptance hasn’t been good yet. where early adopters to exploit the social graph of their TG via mobile That said, because the app offers probably the of a platform give advertising, but personally, I don’t think we are largest real estate on smartphones, it is bound it away after some there yet with Facebook Home, as it would fail to have much better pull for brands and thus time. A similar thing on delivering advertising messages seamlessly and attract more investment from advertisers. In India happened to blogging. So, Facebook Home is a non-intrusively. „ especially, brands are currently experimenting move towards addressing this fatigue and possibly [email protected]

16 afaqs! Reporter, May 1-15, 2013

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

FIAT GROUP DELL INDIA TOPPS SPORTS & ENTERTAINMENT The automobile brand’s latest campaign, ‘Make the Move’, The brand’s latest campaign, ‘I can do Kuch Bhi’, taps the The brand’s latest campaign showcases ‘Cricket Attax 2013’, shows three stories that are interconnected and strung youth’s enthusiasm to realise their passion and potential, which is the official trading card game of Pepsi IPL 6. The together with a common message that by making their with Dell helping them in every step. TVC shows kids handling strings of puppets, who are playing move, people can realise their fantasy. cricket.

Agency: Ogilvy and Mather Agency: TAILOR India Agency: Grey Worldwide Creative Team: Abhijit Avasthi, Manoj Shetty and Creative: Kaushik Mitra Creative Team: Malvika Mehra Vijay Sawant Production House: Thumb nail Pictures PRINT LIFE CARE MTNL Drug rehabilitation Mahanagar centre, Life Care’s Telephone Nigam print campaign, Limited (MTNL), a called Anti Drugs, state-owned tele- conveys the communications message that the service provider first step towards in the metro stopping drug cities of Mumbai addiction starts and New Delhi, with the drug has initiated a print campaign named ‘Prarthana’, in Hindi, addict himself. for Mumbai. Using the drought situation as a talking The ad goes on point, the creative urges people to pray for rains, and that MOVIE JUNCTION to say that when MTNL is always there to communicate their prayers to the DVD rental shop, Movie Junction, has launched a print the person feels almighty campaign called ‘Eyes’, showcasing a pair of eyes he is ready for peeping through a palm, indicating that the palm is rehabilitation, he restricting the eyes from watching a horror movie. should call the center, which will then take care of other The creative then goes on to say that watching horror requirements. movies is fun. Creative Agency: Percept/H, India Creative Agency: Goldmine Mumbai, India Creative Agency: Publicis, India OOH DIGITAL

TATA INDICA EV2 MTV REALITY STARS INDIAN CANCER SOCIETY Tata Motors has done a recent campaign, across 11 cities, The channel’s month long social media marketing The community based organisation has launched an online to promote its latest offering Indica eV2. The car giant has campaign, integrated with Mumbai locals, aims to tap video on Mother’s Day, featuring Aanchal and Arpit, two erected billboards across cities, that highlight the different audiences in the age group of 16-30 years. MTV executed individuals who lost their mothers to cancer and how they features of the car. a train-wrap on the Churchgate to Virar railway line. feel her absence in their lives. The video urges people to take their mothers for a breast cancer check up and thus, gift her a life on Mother’s Day. Agency: Broadview Mediacom Exposure: Trichi, Tanjore, Ahmedabad, Cuttack, Salem, Creative Agency: Good Bad Weird, India Hyderabad, Faridabad and Nagpur Agency: Inhouse Digital Agency: Sirez, New Delhi, 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

18 afaqs! Reporter, May 1-15, 2013 PEPSI TWEET20 Tweet and Score Pepsi Tweet20, was initially launched during ICC World Twenty20. It drew more than 12,000 fans as Pepsi followers. News Bureau

epsi, the title sponsors of from winning crowns and bonuses, five scorers get access to the VIP IPL Season 6, has launched the fans get an opportunity to play box in-stadia. PTweet20, a Twitter the game on competitive levels, as What’s noteworthy is that Pepsi application, which allows people to they upgrade their skills and strike India has got 24,154 followers select their own team and play live rate, according to how they play. on Twitter so far and Tweet20 cricket online. The contest has 20 matches will help this number go up. The The app became available on divided into five pools of four app requires people to follow the April 1, with two matches everyday matches each. Each Pepsi India Twitter (of two hours each). More than match has 12 balls page first, to be able 3,500 people have taken part so (tweets). Each pool to take part in the far. (http://tweet20.pepsiohyesabhi. winner gets a chance competition. com/) to witness matches Pepsi Tweet20, Pepsi India twitter handle (@ from the exclusive as a concept, was PepsiIndia) tweets a particular type Pepsi VIP Box. initially launched of ball (for example, Short Pitched According to in September 2012, Bouncer on Middle Stump), to Pepsi, the activity is when Pepsi was which users reply with the most aimed at replicating one of the global appropriate selection of shot. the ‘Oh Yes Abhi!’ sponsors of ICC Tweeting the correct shots fetches playing experience World Twenty20. runs and the wrong shots cost for its fans on The activity was wickets. Unlocking special shots Twitter. While select successful during gets users bonus runs. winners get Pepsi that time, adding Besides this, users also need to IPL passes, the top Battiwalla: scoring followers more than 12,000 fans as Pepsi followers. Speaking about the Twitter campaign, Homi Battiwalla, senior director, marketing (Colas, Juices & Hydration), PepsiCo India, says, “The app takes forward our objective of creating an unparalleled fan experience in-stadia to online and therefore, allows us to engage with cricket lovers on Twitter like never before.” Pepsi IPL Tweet20 is just one of the many social media plans that the brand has implemented during IPL. The brand’s first TV campaign for IPL starring Ranbir Kapoor captured the fans supporting complete tasks during the game multiple teams to bring alive the which earns them Pepsi crowns. The top five creative thought of ‘Yeh Team Kabhi These Pepsi crowns can be scorers get access Toh Woh Team Kabhi, Par Pepsi IPL redeemed for bonus skill/wickets/ Oh Yes Abhi!’. „ free hit to increase their score. Apart to the VIP box. [email protected]

Stories featured on this page highlight innovative marketing techniques using various media vehicles like print, digital and out-of-home. In and Out Many who grab job offers from digital agencies with much enthusiasm, are equally enthusiastic about jumping ship in a short while. By Satrajit Sen TIFFIN BOX

peak to any HR manager and you get the timelines where there is cutthroat competition feeling that digital agencies - especially the both internally as well as externally. A start-up small, independent ones - must be Teflon- agency requires people who can run with the baton coated. They just don’t seem to make from the start and not everyone has the mindset to Semployees stick with them for long. stay focused in an always-on environment. Digital, the new ‘new’ medium in India, has “Couple this with producing high levels of witnessed abundant interest from job seekers in creativity and you have your average Joes walking the recent past. The trouble, however, seems to out in search of easier pastures within the first be that these seekers don’t stop seeking jobs even six months,” says Prasanth Mohanachandran, after they have joined up. Six to eight months is co-founder, AgencyDigi. In every business, there par for the course, mourn many agency heads. are two kinds of employees - those who want a career and others who want a job. The latter is ‘AVERAGE’ JOE opportunistic while the former is steady. n the late ’90s when standalone digital agencies However, there are levers that firms could Igot going, most of them adopted a start-up pull to attract and retain good talent such as culture where working from a garage was in vogue. role clarity, remuneration, learning opportunities NAMRATA BALWANI Later, the founders got ‘like-minded’ people to and company’s branding strategy. To do all that, Many are just exploring options join the party. That is where they tripped up - digital agencies have to think out of the box - and getting people to work in a start-up mode was a persuade their entry-level recruits to stay put. language skill sets required for the job. tough task. The digital industry works on strict “Between 60-75 per cent of graduates coming THE SOCIAL LEVELLER out of Indian colleges lack the requisite English ocial media agencies - a digital agency by language skills required for the role. The situation Sanother name - that are being launched almost is slightly better when it comes to analytical everywhere have a lower entry-level barrier for skills, where 40-60 per cent graduates meet the talent. Therefore, attrition at the junior levels threshold,” states Himanshu Aggarwal, CEO, could be higher since it doesn’t require specialised Aspiring Minds, an employability solutions training like media planning or search engine company. marketing or creative thinking. This is true not just for social media, but any “Many job applicants are also in discovery young industry. “Social Media has good money mode. They come in wanting to explore it because and several companies are popping up each day. it is the latest thing but may find that it is not to Freshers are overly focused on the salary, not on their liking or that they don’t have a clear focus the career. Many of them are not even sure about FOTOCORP on what they want from their careers,” states the career they want,” points out Rajiv Dingra, Namrata Balwani, COO, Media2win. In content founder and CEO, WATConsult. roles, for example, which form a bulk of the entry-level requirements, language becomes the BIG NAME VS STANDALONE P MOHANACHANDRAN dominant determinant of employment, but often n 2012, the Indian digital industry witnessed a The grass of attrition is grey the candidates face trouble in matching up to the Inumber of standalone agencies being acquired

20 afaqs! Reporter, May 1-15, 2013 &29(56725< by foreign biggies (see table). Most of the digital agencies that were founded around the late ’90s WAY TO GO (Does size make employees stay?) and early 2000s, have now become part of a larger network. So does having a bigger brand as the YEAR AGENCY ACQUIRED BY umbrella solve the attrition problem? April 2012 Indigo Consulting Publicis Groupe Established agencies offer a wider portfolio of June 2012 Hungama Digital JWT clients, categories, campaigns and better salaries August 2012 Resultrix Publicis Groupe (Performics) that keep youngsters constantly energised. “Some August 2012 Communicate 2 Aegis Group smaller hotshops are mercenary in their approach and want to earn a quick buck. Clients see through December 2012 iStrat Publicis Groupe this soon enough and then a vicious cycle starts,” December 2012 MarketGate Publicis Groupe opines Mohit Hira, senior vice president and January 2013 Magnon Group TBWA March 2013 Interactive IPG Group digital head, JWT India Group. Avenues Hira has not seen frequent exits in either JWT March 2013 Convonix Publicis Groupe Digital or Hungama Digital Services, the two April 2013 Neev Publicis Groupe digital agencies in the JWT Group. Nor had it DEEPA SESHADRI happened earlier when, as chief marketing officer Big brand names fascinate juniors of NIIT, he dealt with digital agencies. or company. Sometimes, there is a fascination with big brand names also,” explains Deepa Seshadri, head, human resources, Ozone Media. internet world, is attracting more candidates. “But Mid-level employees in this industry seek out e-commerce companies are doing a disservice to new opportunities mainly to improve their skills. themselves if they are over paying. In the long For example, in case of a campaign manager, run an overpaid, under-scaled employee only does the need to develop optimisation skills across harm to the company and his own career,” opines multiple platforms (web, mobile, social media) Dingra. It is a bubble that has to burst. with exposure to different campaigns and ad “This policy works in the short term. What if technologies is attractive. Mid-level employees an employee switches jobs every 12 months with are, therefore, more patient with their career path. 50 per cent wage hikes for four years and then “I wouldn’t be surprised if the butterfly factor needs to settle down or look for an exit to a stable, that afflicts brand loyalties among youth also mature organisation? Will he not have out-priced hit agencies with restless junior-level employees himself? The answers are evident, aren’t they?” experimenting frequently before settling down asks Hira. somewhere,” opines Hira. Mohanachandran believes that the rot is largely in the mid level and DIGITAL SOLUTION RAJIV DINGRA especially with those who got into their first job any still believe that the big concern is of in digital around 2006-07. He goes on to say that Mfinding good talent for digital agencies in Overpaid employees harm agencies this was the year when every network agency hired India. There are not many formal training grounds wrong, paid wrong and retained wrong. for digital marketing. If more institutes teach this Mohanachandran disagrees saying that having Middle and senior executives in most digital as a discipline, we might see more recruits who worked on both the branded and standalone start-ups are often faced with a mammoth task want to be in this space, and have a passion for it. agency sides, he can confidently say that the grass of not only shaping their team’s talent but also is grey on every side. For the record, prior to their roles and careers, company brand and founding AgencyDigi in 2010, Mohanachandran value proposition. Failure in any could lead to was executive director, digital services, OgilvyOne disorientation with exit being the only option. Worldwide India and Neo@Ogilvy India. In most cases, such leaders prefer the next best destination - e-commerce. ENTRY-LEVEL PRACTICE any believe that trends change with the level E-COM TAKES ALL Mthat an employee has reached. Juniors feel here has also been an emerging argument the pinch most. This may have to do with the Tthat the ever-flourishing deep-pocketed agencies’ low tolerance of slow performers and the e-commerce companies are taking people from fact that it is easier to replace junior executives. digital agencies with hefty salaries and appointing “Attrition among junior level employees is them as senior professionals in their marketing high due to remuneration and a constant need to teams. But there are more complex and nuanced upgrade current skills in a different role or function reasons. Many agency folk, dreaming of being ‘the client’, fuel that demand. “And with the increasing importance of digital in corporates, companies HIMANSHU AGGARWAL want digital experts as part of their teams. Dotcoms Language skills need to develop of course want people with expertise in digital marketing,” comments Balwani. Besides, an agency has to spend more time E-commerce companies are seeing an increasing understanding the motivation of people who apply need for high performers and market leaders for the job. After a person joins, there should and hence they cherry-pick talent from digital be an environment where dialogue can prosper firms which are exposed to the latest trends in and where there is constant feedback so that any the internet, sophisticated ad technologies and employee who feels demotivated can express her analytics. More often than not, the best talent in viewpoint and have it addressed to the best extent digital firms gets opportunities to work across possible. multiple functional domains. This enables them The industry is still growing and the dust will to have a wider perspective, making them more eventually settle. In the long run it is the company attractive for e-commerce industry. that can manage cash flows well, inspire, groom MOHIT HIRA Also the glamour around e-commerce, which and retain good talent that will survive. „ The butterfly factor afflicts loyalties has suddenly become the poster boy of the [email protected]

afaqs! Reporter, May 1-15, 2013 21 1(:60(',$ ZEE CAFÉ Grey Area? After the sixth season on STAR World, the succeeding seasons of Grey’s Anatomy will now be broadcast on Zee Cafe. By Raushni Bhagia

shows have a good repeat value. Priti Murthy, director, Insights, Carat Media, seconds this and adds that there is a community that religiously follows the series. “The show is

nglish GECs cater to a niche audience, who are familiar with the popular interna- Etional content on offer, across all channels. Often, the shows have an existing fan-following and channels try to cash in on this by acquiring shows that have already achieved stickiness. However, since the content is show will be received well by the being watched online too, even if not on YouTube. acquired from international pro- audience; a section of the commu- Historically, it happened with The Big Bang Theory duction houses, no channel has nity feels that a lot will depend on and How I Met Your Mother, too.” exclusive ownership of all seasons the marketing and promotions. Another media planner is of the opinion that of any show. So, while one can Suresh Balakrishna, CEO, BPN, the show had become symbolic to STAR World, see American Idol, currently, on Big says, “Grey’s Anatomy is surely more just like Packed To The Rafters. “Zee will have to CBS Love, audiences have watched popular than One Tree Hill or any manage and strategise the promotions very well to the show on STAR World, earlier. other show in that slot. It has more delete the existing ‘channel-content’ connection In line with the continuing loyal viewers. Moreover, STAR that STAR World had successfully created in the trend, the latest seasons of Grey’s World itself created the 10 pm viewers’ minds,” the planner adds. Anatomy (Seasons 7, 8 and 9), a slot for Grey’s Anatomy; and wisely Meanwhile, while comparing the performance medical drama set in an American enough, Zee Cafe has planned to of the show on STAR World and Zee Cafe, media hospital, will now be telecast on launch the new seasons in the same experts point out that STAR World tends to be Zee Cafe (from May). While Zee Suresh Balakrishna slot.” more aggressive in marketing and promotions of Cafe has already telecast Season 7 The time lag between the telecast its properties within the genre. and Season 8 earlier, Season 9 is still being broad- of a particular season of a show in the US and its In the 10 pm slot, apart from Star World’s One casted in the US. telecast in India is wide and the audiences may have Tree Hill, Grey’s Anatomy (Zee Cafe) will compete The show was telecast in the 10 pm slot on caught up with the latest season online. According with CSI and America’s Got Talent on Big CBS STAR World and interestingly, the upcoming to the planners and buyers, this shouldn’t have Prime, Beauty and The Beast on Big CBS Love, Teen seasons of the show will be launched on the same much effect on the upcoming season, since this World on AXN and Whitney on Comedy Central. time band. Currently, STAR World airs One Tree was happening for all the earlier seasons as well, It remains to be seen if Zee Cafe has a brighter Hill in this time slot. and the show has achieved a fan following despite future with Dr Grey. „ Media planners and buyers believe that the this time lag. Besides, Balakrishna says that these [email protected]  "*  % ( "$    $ "   %      (               & +  ,   +         (""        (             ! " -    "*  +      "#$ ."    ,   ")  )     /$  0,  "1%2  0, 1%  %& "  $ "   0$1%-  "0$  1%3 0   1% 3#204 (1, &      "'  )  &  & %            "  "     "

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   ,   "*  8       ( 9     )    :8-    "*   (    )      32,1762)9,(: Will the Metering of Small Towns Help Marketers? Has the installation of TAM meters in towns with less than one lakh people changed the perspective of broadcasters and analysts? By Raushni Bhagia

5$-1$<$. 35$'((3+(-0$', 1((5$-9<$6 3$1.$-.5,6+1$ Colors TAM Media Research SET Max Chrome Data Analytics and Media FOTOCORP SUSHIL KUMAR IT IS NOT AS IF WE WHILE THIS YEAR’S IPL THE AVERAGE TV DIDN’T HAVE VIEWERS BROADCASTERS ARE HAS BEEN HIT BY LOW VIEWING TIME IN IN THESE MARKETS CORRECT WHEN RATINGS IN INDIA IS TWO-AND- EARLIER AND ARE THEY SAY THAT LC1 MARKETS, WHICH A-HALF HOURS A GETTING INTO A MAD THE AVERAGE OF WERE NOT METERED DAY, WHICH IS HALF RUSH TO LURE THEM VIEWERSHIP DATA IS LAST YEAR. THAT OF THE GLOBAL NOW. THE GOING DOWN, THEY Technically, LC1 markets STANDARD, MAINLY broadcaster’s distribution must understand that the reach have a weightage of 20-22 per because of power cuts. strategy for the target market is ultimately increasing, since the cent. The viewing habits are As per the Chrome LC1 report will depend on the player and audience base is increasing. Even different, they witness mas- - among towns with population the genre and whether the the metro markets were once sive power cuts, especially between 10,000-1 lakh - power broadcaster wants to use these like these LC1 markets, with poor states such as UP, MP and cuts can be as high as 12-16 new markets to its advantage. infrastructure and power cuts. Rajasthan. hours a day. This survey was Other factors are the more They developed gradually and so The LC1 markets of UP conducted across UP, MP, traditional viewership ratings will these towns. contribute 7 per cent of the Gujarat, Haryana, Maharashtra, like GRPs and TRPs. The If we talk numbers, there are total market base simply Rajasthan, Punjab and Himachal challenge for broadcasters is two ways to look at it. One is the because of their size. If one Pradesh. to have equal appeal across absolute number of people who deletes UP’s LC1 towns from As far as the advertiser per- markets, which isn’t the case watch the channel and the other the ratings map, IPL’s first spective is concerned, the study every time. This would mean is the time spent per viewer. week average TVRs stand at of LC1 markets is critical for a that TRPs get skewed either Obviously the absolute numbers 4.1 (All India) and 4.5 (HSM). few mass brands - in the FMCG way, depending on the prefer- of viewers have grown, but the The average of LC1 mar- segment for example. However, ence of a certain set of shows time spent is hampered by the kets is 2.8 TVRs, while that for advertisers like LG or in a market. With the intro- irregular power supply in these of UP’s LC1 markets is 1.9 Samsung, it doesn’t matter. They duction of a significantly big towns. TVRs. One can see how the are still penetrating the metros universe, there is bound to be This data and understanding averages are being pulled. and the one million plus cities. an impact on the viewership gives the broadcaster an option The good part of the story It is the FMCG players who will numbers across genres. to re-look their scheduling strat- is that advertisers and media be more interested in knowing The biggest test is reach. egy, content, promotions and planners understand this what happens in these smaller Since these towns are far- marketing with respect to these situation. Brands, ultimately, markets. flung, they may not be served towns. don’t come to the IPL to cater by bigger MSOs or LCOs. to the LC1 markets.

24 afaqs! Reporter, May 1-15, 2013

1(:60(',$ DELHI PRESS/BUSINESS STANDARD Change of Gear Motoring changes hands after 18 years of association with the business newspaper. News Bureau

elhi Press has acquired BS Motoring magazine, the auto magazine published by DBusiness Standard (BS), for an undisclosed amount. The May issue of the magazine will be published by Delhi Press. The formal takeover of the magazine happened on April 16, between Paresh Nath, editor-in-chief and publisher of Delhi Press, and TN Ninan, chairman of Business Standard. Talking about the acquisition, Nath says, “Over the past few years, we have been looking at different ways to strengthen our portfolio, either by new launches or by acquisitions. BS Motoring Nath (L) and Ninan: the baton passes has been an extremely strong brand in its genre and we believe that we can further build on its In an official communiqué, Ninan says, “We legacy, to make it the leading auto-enthusiasts’ have been proud to give birth to and develop magazine in the country.” BS Motoring over the past decade and more. Adding on to that Anant Nath, director, Delhi Its further growth needs the synergies of an Press and editor, The Caravan says, “We hope established magazine publishing house, whereas to continue to shape the magazine, such that it Business Standard is essentially a broad-sheet stands apart by its cliquish flavour, bold visual group. We are confident that the magazine will representations, innovative columns, nuanced find a hospitable home in Delhi Press.” writing and varied topicality, serving as an authentic Delhi Press has been on an expansion spree lately. Recently, the group also launched two children’s magazine in collaboration with After the takeover, the editorial and business teams of US-based Highlights for Kids publication house. Motoring will move to the Delhi Press office. For the record, Delhi Press was established in 1939 and today it publishes 34 magazines in nine forum for satisfying the interests of worthy auto After the takeover, the editorial and business languages including The Caravan, Woman’s Era, aficionados.” teams of Motoring will move along with the Grihshobha, Champak and SarasSalil. It is a full Motoring was started as a single page in 1995, magazine to the Delhi Press office. Pablo Chatterji, service publishing house with its own printing dedicated exclusively to automobiles and later, in who has been associated with the magazine for the facilities and its own distribution and logistics 1998, it was turned into a standalone quarterly last ten years, will be its new managing editor. The company, that reaches out to more than 3,000 magazine. The magazine became a monthly earlier editor of the magazine, Srinivas Krishnan, magazine distributors and agents. „ offering the next year, in January 1999. quit in February. [email protected]

TATA SKY onground agency, Endeavour Media surface, the agency had to kick the Management designed the outer design several times. layer of the artificial samosa using The agency created three such acrylic. The Samosa was completely samosas which have been attached to Message in a Samosa filled from inside to add weight. billboards with the help of huge pins. The first design was perfectly The billboards have been given extra The DTH player’s OOH initiative spreads awareness shaped but to give it a normal look steel piping so that it can take the of a samosa, which has an uneven weight of the samosa. The agency has about how inexpensive its service is. News Bureau assigned people to take care of the innovation at all the three locations. TH player Tata Sky has put The sites for the innovation belongs up three 60X20-ft billboards to Milestone Brandcom. Din Pune, Nagpur and Thane Rajesh Grover, managing and to spread awareness about its inex- creative head, Endeavour Media pensive service. The message on the Management says, “The important billboard states that the daily cost of aspect for the agency was to ensure using Tata Sky is less than the cost of that the Samosa looks real to people a samosa. and is visible from far away. It took The innovation included mount- us two weeks to complete the design ing a 16X16 ft samosa, weighing and put it across.” around 150 kg, on the billboard Tata Sky is one of the key players that was painted blue in accord- in the DTH industry in India, that ance with the brand’s colour. After includes Videocon, Sun TV, Dish the client gave its approval to the TV and Airtel, among others. „ creatives designed by Ogilvy, the [email protected]

26 afaqs! Reporter, May 1-15, 2013

AUAMCL FINALS MULTI SCREEN MEDIA, MUMBAI MAKES IT 3 IN A ROW! The finals, held at the picturesque cricket ground of Hamdard University in Delhi, had all the makings of a thriller, witnessing its share of great hits, near misses, and ups and downs in team fortunes. TEAMS PARTICIPATED The Winners 45 MATCHES PLAYED MORE THAN 65

The RunnerS up

THE HIGHLIGHTS eason 5 of the Amar Ujala Agency and Media Cricket MSM captain, Srinivas SLeague (AUAMCL) reached a fitting climax with the Mukri, said, ‘‘Absolutely hard fought win of Multi Screen Media (MSM) Mumbai thrilled to have won for the third over the team from Jagran Prakashan (Delhi) on time. In a 10 over match, we Saturday, April 13, 2013. Both the teams gave it their needed a fair bit of luck to win, all, with the visitors from MSM ultimately triumphing by and we really feel Jagran had us 6 runs in the closest final, since the inaugural edition today. They played wonderfully of the league. well, but congratulations to our SUNIL MUTREJA With this match, AUAMCL underlined its position as team too, for holding their nerve the most coveted trophy in the industry, when it comes and winning.’’ Executive Director, Amar Ujala Publications to short format cricket. For MSM, this was their third Kunal Jerath, Jagran’s cap- “I am delighted that we witnessed such successive triumph, helping them establish a record tain said, ‘‘We had said at the start a well contested match in the final. My that is unlikely to be broken. that what we wanted was a good congratulations to MSM, the third time Robin from Jagran won himself the man of the cricket match, and I am glad we winners, for a match well played, and to match award for his brave innings of 97, that kept the had that today.’’ On the defeat, he Jagran, for providing such a good contest. chase alive for Jagran. The Value First Most Valuable said ‘‘I think we made a couple of We would especially like to congratulate both Player of the Tournament award went to Prateek from tactical mistakes during our chase, the teams for the spirit in which they played MSM, for his consistent batting performances across as I should have come in to bat a the match, which is really one of the biggest the league stages and the finals too, where he scored little earlier. But that’s how it goes an unbeaten 68. Mr. Rajagopal S, vice president, Sales, reasons we enjoy our association with the I suppose, and congratulations to Value First presented the award . Sony for playing so well today’’. AUAMCL”.

28 afaqs! Reporter, May 1-15, 2013 PHOTOS BY SUSHIL KUMAR

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afaqs! Reporter, May 1-15, 2013 29 ,17(59,(: LYNN DE SOUZA> CO-FOUNDER, SOCIAL ACCESS “Indians don’t volunteer enough” The former chairman and CEO of Lintas Media Group has launched a communications firm for the social sector, along with partner Meenakshi Menon. By Ashwini Gangal

ynn de Souza’s five-year plan is to get which is the base for our current venture; that’s organisation, or from the non-profit organisation Indians to volunteer more. She has been the company I bought a stake in and now, we’ve itself. And we don’t really expect to use paid Lactive in the not-for-profit space for over a transformed it into Social Access. media. As far as possible, we’ll use owned and decade and announced the launch of her startup, Besides, Meenakshi and I are old friends. She earned media. There will be a lot of use of social a ‘communications firm for the social sector’ was my predecessor at Lintas. When she set up her media. If at all we do use paid media, the funding recently. afaqs!Reporter spoke to the former audit practice, I was one of her few supporters. I could come from the entities I mentioned earlier. chairman and CEO of Lintas Media Group, now welcomed the fact that there was someone coming co-founder of Social Access, about the need for in to pass a judgment on our work but most of my What made now the right time to launch? such a venture, the triggers that led to it and why industry peers were upset about it. The time is absolutely right because the country Meenakshi Menon, founder, Spatial Access, is the Also, I think she compliments me; she’s a hard- is ready for it. In the last two years, there ideal partner. Excerpts: nosed businesswoman and I am softesofter,r, more has been a shift in the thinking of urban ccompassionate.ompassionate. I represent thethe IndiansIndians towartowardsds sociasociall cacauses.u When it comes to What moved you to go in this direction?ion? rrightight brain and she, the pphilanthropichilanthropic behaviour, wwhile Indians are still I wanted to do something like this in 2006-07. lleft.eft. wawayy behind the West, bebetweent 2011 and 2012 Then, in 2008, IPG asked me to lead the women’s ttherehere was a massive incrincrease in ‘giving’. This leadership network, an HR effort aimed aatt keeping ExplainExplain youryour ccouldould be because of the ggrowthr of social media; and growing women in agencies. At thehe time, I businessbusiness model. iitt enables you to becobecomem more aware of what thought it was a bad idea segregating womenomen llikeike HowHow will Social oothersthers are ddoing.oing. that, but once I got into it I realised thatat women Access sustainsustain IItt coucouldld alsoalso bebe becauseb the media has definitely need to be empowered and supportedsupported itself?itself? bbecomeecome more active aaboutb social causes than beyond the ordinary. I got involved withh helpinghelping It’sIt’s a fee model. iitt was earlier - be it throught initiatives like Population First, by doing workshopsops with TheThe fee could SSatyamevatyamev JaJayateyate or ththee general outpouring of broadcasters and agencies aimed at depictingicting the comecome from eexpressionxpression towards ssocialo causes. girl child better in our communication. anywhereanywhere - a Within LMG we had something calledled LMG corporate,corporate, the What need gaps havehave you identified and Humanity, which encouraged our staffaff to do government,g overnment , what makes your setupsetu the best solution? something for lives other than their own.n. a fundingfunding TheThe bbiggestiggest proproblemb is communication. The non-profitnon- sector doesn’t Surely there were other triggers? communicatecommun well. They either When you work in advertising, you realiselise that a miscomiscommunicate,m or over- lot of what we do here is ‘dressing up’. In 2011, ccommunicateommu the emotion when I chaired Goafest, I got the feelingeling that aandnd mmiss out the rationale, the advertising business was losing its sense of oorr justjus under-communicate responsibility. To me that is critical. Advertisingdvertising bbyy hidinghid their light behind is a weapon that can be used well or it can be a bushel.bush This sector has a misused. lotlot ofof heart and funds, but I wrote an article to Piyush (Pandey, executive lackslacks organised structure chairperson and creative director, Ogilvyvy South andand communication.co Asia) about the pug in his ads. It’s not a ddogog meant AdvertisingAd has given for the Indian climate and environment.nt. I said, bothboth of us the required “Why don’t you use the Indian dog? He’ss as much communicationcomm skills. fun and can stand for anything.” I was concernedconcerned Then,Then there’s a certain that in Indian advertising, while we wereere seeing ddisciplineiscip and structured creativity, copycat creativity and adapted ccreativity,reativity, appapproachroa that one learns at we weren’t seeing responsible advertising.g. I missed LLintas.intas. And the non-profit that in the business, as a whole. Also, a lot of the sector ccana do well with having pro-bono work that was being done for the non- ssomeome ststructurer in the middle profit sector was being done only for awards.ards. ooff all ththee madness. We know Then Meenakshi caught hold of me lastast August what kinkindd of professionalism and said, “Lynn, come on, isn’t it high timeme we got ththeyey neeneedd anandd we know how they off our butts and made this work?” Whenen I quit, ccanan be ververyy eemotional.m we reached out to each other and a few meetingsmeetings later, we started putting it together. What’s youryour five-year plan? IndiansIndians dodon’tn volunteer enough. What made Meenakshi the best personerson to That’sThat’s a hugehug challenge. Today 23 partner with? perper cent of allal Indians volunteer. In She already has an environment-conservationnservation thethe next fifiveve years, I hope to raise NGO, Vanashakti. A few years back, shehe startedstarted thethe figurefigure to 50 per cent. „ an advertising agency for the non-profitfit sector, FOTOCORP [email protected]

30 afaqs! Reporter, May 1-15, 2013

%<,19,7$7,21 Well-known professionals write on issues that they feel passionately about

DEEP MALHOTRA Sell Digital Correctly

nce upon a time, a their new product launch. And then, Ask a hundred digital sales execu- ited success. Advertising isn’t only 25-year-old carrying of course, none of the brands want tives, ‘What is one of the biggest about tracking spends, but about an expensive laptop, to be seen as old and outdated by strength of digital advertising’? I building brands. Maybe that’s walked into the cabin not adopting digital advertising. And bet most of them would say, ‘It why there are not many examples Oof a 40 plus marketing head of an that’s when the call was taken to add helps you track your ROI till the of brands built solely through FMCG company. The marketing ‘digital’ in the marketing budget. very last paisa with metrics like digital advertising. head seemed a little confused as the After spending some years in the CPC, CPL, CPA.’ I feel this has U There are two kinds of marketers man with the laptop greeted him, business, I have realised the mistakes become one of the biggest weak- for us - those who have a digi- handing him a card which read ‘Vice we have made in selling this medium nesses for the medium, because tal background and understand President - Revenue’. The marketing the medium; and the rest who head and his team were bombarded don’t. Usually those who do not with a colourful presentation of get it, are the ones sitting with a digital ad formats, internet statistics bigger chunk of money for their and reasons why digital advertising brand building and are generously is way cooler than any other form of spending on the so-called tradi- advertising. tional media. Unfortunately, for As the marketer tried to digest the us, unless these two kinds of mar- information, he was hit by acronyms keters come together, the much like CPM, CTR, CPC and CPL. He awaited tipping point in digital was possibly too embarrassed to ask advertising won’t be reached. what they stood for. Nevertheless, U The industry structure is too he nodded through the presentation complex: We have digital design and after a yawn or two in the mid- agencies, search marketing folks, dle, disclosed that his budget for a social media experts, ad networks digital marketing campaign was Rs and others. I think, for an indus- 10 lakh. He agreed to part with half try of our size, in terms of spends, of it on a CPC (cost per click) model, our structure is very complex and demanding at least Rs 5 per response that puts advertisers off. The idea as the metric for the campaign. The of dealing with multiple agen- young agency executive shrugged to cies for less than 5 per cent of that as a done deal, shut the laptop one’s budget is not a welcom- and walked out the cabin with a feel- ing thought. Usually, the brand ing of achievement. appoints its lead agency to hire Both sides were happy. The :HWU\WRRYHUFRPSOLFDWHWKHPHGLXP these smaller agencies, on the executive was closer to his quarter- basis of who bids the lowest for ly target; the marketing head could ZLWKFRPSOH[PHWULFV the clicks or likes or leads, which count on 100,000 hits on his soon- are traded as commodities. All to-be-launched brand microsite. The this for the sake of extending a question is: if both sides are happy, to our advertisers: marketers only look for ROI, client’s offline campaign online, why is there a problem in how digital U Digital advertising has always through clicks received or leads which is commonly referred to as advertising is sold? been an after-thought in the generated and leave other impor- ‘integration of media’. To understand this better, let’s media plan: Usually digital is tant things like brand building These are some of the mis-steps look back at what led to the market- expected to be happy with the to a glamorous medium like TV. made in the process of selling digi- ing head call the digital agency lead residual marketing budget, after This is because marketers and tal in India. The first step towards to his office. Facebook India has over allocation of spends in television, digital executives do not usually resolving this is to agree that there 65 million users, YouTube has mul- print, radio and even outdoor. speak the same language. is indeed a problem. I am not sure ti-billion video views a month, all Usually the digital spend is a U We try to de-sell other medi- if people will agree that the way we known and not-so-known celebrities small percentage of the overall ums to upsell ourselves and we look at digital is a problem. It is easier have their Twitter handles. There is marketing budget, hence advertis- fall flat on our face. As someone to blame the marketing heads, brand so much noise about digital advertis- ers don’t bother with execution rightly said, 50 per cent of your managers or traditional agencies as ing that you cannot ‘not’ hear it. till the very end. One reason for advertising is a waste - the prob- being the gatekeepers, who do not Marketing heads are under this could also be that digital has lem is to figure out which 50 per allow the digital advertising’s party to pressure from their international always been sold as an ‘easy to go cent. Now if digital executives start in India. „ headquarters to allocate a certain live with’ medium. So maybe the think the biggest strength of digi- portion of their budgets to digital, thought is: why bother about the tal advertising is tracking spends, (The author is the founder and managing because apparently their competi- execution till the very end? . then our easiest pitch would be to partner of Gemini New Media Ventures tion has just disclosed how well the U We try to over-complicate the de-sell any medium that cannot and has earlier worked with Google, internet has worked for them for medium with complex metrics: do this. But this has had lim- Myspace, Rediff and Onmag.com. )

32 afaqs! Reporter, May 1-15, 2013 JISHNU SEN CEO & President, Grey India NO PLACE IS NOT WORTH TRAVELLING TO!

When yyouou travel, what is a must carrcarryy What has been yyourour ‘Life me ek Baar’ forfor yyou?ou? moment?moment? NothingNothing is a must! JJustust me ! No attachmentsattachments!! PlayingPlaying with lion cubs.

WhenWhen anandd wwherehere diddid your bbestest holidayholiday TellTell us hhowow hhaveave you managemanagedd to mamakeke happen?happen? a journey ffun.un. SouthSouth Africa – wwhathat a pplacelace to go! WhenWhen I startestarted,d, I was tthehe “spoi“spoiltlt for googoodd ffood”ood” guguyy and everyoneeveryone would laugh at the As a traveller, what’s yyourour titipp for the ttuckuck I would pack. But one nightnight on the others?others? ccliffsliffs of MukteshwarMukteshwar,, I sat on a rock and NoNo place is not worth travellintravellingg to. JJustust hhostedosted the best ggourmetourmet eveninevening.g. After a keepkeep an open mind, and let the desire ofof ddayay of Maggi, that was a treat! experiencesexperiences burn within youyou.. WhatWhat hashas bbeeneen your worst traveltravel A colleague/co-workercolleague/co-worker ffromrom your moment?moment? WWhy?hy? iindustryndustry with whom yyouou would like to I was in Paris the dadayy Carlos got arrested. ggoo on a holidaholiday.y. ItIt was scarscaryy and weird. Being stopped evereveryy SamirSamir Gangahar,Gangahar, the Delhi Head ooff fivefive minutes and beinbeingg asked for papers. It Burnett.Burnett. He is an old friend and we like wasn’t nice. I alwaysalways have mmyy passport with similarsimilar things. me,me, since then.

If therethere is one placeplace you can kkeepeep goinggoing HaveHave you ever beenbeen surprisedsurprised byby thethe WhatWhat is tthehe bestbest souvenir you ever backback to fforor a hholiday,oliday, wwherehere wouwouldld it bbe?e? tastetaste ofof ffood,ood, outsioutsidede India?India? Where?Where? boughtbought forfor anyoneanyone?? A ververyy predictable answer, New York. It’s EverywhereEverywhere – pleasantlypleasantly and some Don’tDon’t think I ever have. Doesn’t make me anan incredible place. EverEverydayyday is a special unpleasantly.unpleasantly. I am obsessed with food and a ververyy nice guy!guy! experience,experience, just walking on those streets cancan trytry anything.anything. givesgives one a high!high! What is your ‘Life me ek Baar’ vacation, Which has been the most unique thatthat you would definitely want to go on? TellTell us three good things about destinationdestination that you ever visited. When Antarctica. „ travelling.travelling. andand wwhy?hy? Interesting people,people, unforgettaunforgettableble sigsightshts anandd TheThe pplacelace wwherehere tthehe InIndiandian speciaspeciall forces lip smackingsmacking food. traintrain – need I saysay more? 1(:63(23/( >> MOVEMENTS/APPOINTMENTS<< LIFE OK A round up of some major people movements in the last fortnight Love on Air MAINLINE MEDIA The second GEC from STAR India is here were quite his fortnight the biggest movement in banking on love stories to garner Ta few people Tthe media industry comes in the form of movements in the Monica Tata joining HBO India as managing more eyeballs. By Raushni Bhagia advertising sector this director. She will be based in Mumbai and will fortnight. report to Jonathan Spark, CEO, HBO Asia. ife OK, the second GEC offering of STAR Ravi Deshpande, Tata will be India, recently introduced love stories in Contract India’s responsible for Lits line up. Beginning with Kaisa Yeh Ishq chairman and CCO, introducing and Hai (fiction, launched on April 22) in the genre, has put in his papers developing various the channel has also lined up The Bachelorette and will leave the initiatives to enhance India, a non-fiction show based on love, which agency by end of June. FOTOCORP the company’s will be launched in July. RAVI DESHPANDE The agency has not offerings in India and Kaisa Yeh Ishq Hai (KYIH) is a simple love revealed who will take the subcontinent, story of a modern day couple who have to on Deshpande’s role. including providing adapt themselves into the man’s orthodox and He has had two stints with Contract, having strategic direction old fashioned family. The storyline talks about joined the agency during its inception, in 1987. He and managing partner the takeaways from a traditional family, set in a began his career with Clarion and has also been relationships. In small town and could, depending on its perfor- MONICA TATA associated with O&M. In 2001, he started Lemon, November 2012, after mance, end up as a regular show on the GEC. along with Euro RSCG Worldwide. However, in an eight-year stint, The Bachelorette India, a spin-off from the 2005, he joined Contract again, as chief creative Tata quit Turner International India, where she American competitive reality dating game show officer. Deshpande was promoted as chairman, was general manager, Entertainment Networks The Bachelor, has attracted significant investment three years later. South Asia, Turner International India. from the channel, which has acquired the rights Kapil Mishra, the Hathway Cable and Datacom has appointed for the format and expects to launch a series of ex-Law & Kenneth Jagadesh Babu Botta as EVP, operations. He is seasons in India. The channel has also roped in hand, has been currently serving his notice period at Ignitee actor Mallika Sherawat for the first season of appointed as ECD Digital as chief financial officer. at Contract India’s Leo Burnett Worldwide’s Venke Sharma has Mumbai office. While joined STAR TV as vice-president, network he will work on all digital marketing. At STAR TV, Sharma will clients pan India, spearhead digital marketing initiatives of all he will especially channels owned by News Corporation. concentrate on Sharma was at Leo Burnett Indonesia’s Mumbai and Delhi Jakarta office for one-and-a-half years and was KAPIL MISHRA businesses. Mishra associated with the agency for six years, where will also work on he headed and built Arc Worldwide, as an various verticals such as advertising, iContract, integrated marketing service agency. Sharma Designsutra and Core Consulting. has 16 years of experience in digital. „ Mallika Sherawat (L) and Ajit Thakur Mishra was with Law & Kenneth for six months, in the role of ECD and nation creative the show, christened The Bachelorette India - Mere resource. He has worked with Leo Burnett, MARKETING Khayalon Ki Mallika. Bates141, JWT and Ogilvy & Mather. „ The format of The Bachelorette, which has ot much movement was noticed this had about 25 seasons abroad in the last 10 years, Nfortnight in the marketing sector. While revolves around finding a celebrity’s love. The DIGITAL Rajan Anandan was appointed as chairman of Bachelorette India - Mere Khayalon Ki Mallika will IAMAI, Kirthiga Reddy has taken over as vice- be shot in a palace in Rajasthan, to give an ethnic ishal Gondal, founder and CEO of Indiagames chairman. look to the show. Vand MD, Digital of Disney UTV, has decided Anandan, who is also the managing director, The call for entries has already begun. About to move on from the company; his last work- Google India, took over from Hitesh Oberoi, 30 participants will compete to be selected as the ing day will be June 30. Sameer Ganapathy, who managing director and CEO, InfoEdge. Reddy, love of Sherawat’s life. was earlier handling distribution for the media director of online operations and head of office, The original format involves dates with the networks business of Disney UTV, will now take Facebook India, takes over from Dhruv Shringi, participants at different locations, under differ- on the business function for the digital arm of the co-founder and CEO of Yatra.com. „ ent situations. However, the production house, company. Gondal founded Indiagames in 1999, SOL Productions, will Indianise the format. which, in 2004, was Fazila Allana of SOL Productions mentions that acquired by a Chinese since families play an important role in the mar- mobile gaming com- riages in India, the participants’ families will also pany, TOM Online. be involved. In 2007, Indian com- The show is slated to be launched on the pany UTV Software weekend, across 10 weeks, with a total of 20 Communication episodes. acquired a major- Ajit Thakur, business head, Life OK, says, ity stake in Indiagames “The show is being made to suit the family and in 2011, UTV prime-time slot on the channel. A lot of cen- Indiagames was sorship will go behind the post production and acquired by Disney. „ FOTOCORP RAJAN ANANDAN KRITHIGA REDDY production stages.” „ VISHAL GONDAL [email protected]

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