October 16-31, 2010 Volume 1, Issue 20 `50 40
The popularity of Bhojpuri channels is surging in Hindi speaking markets. Can they gain enough momentum to split the Hindi viewership over time?
328 18 22 PLUS ADVERTISING The Secret Life of... 12 MICROMAX QUBE A Lot of Fun 14 ZUARI CEMENT DEFINING MOMENTS TANISHQ YAMAHA SZ Champion of Strength 26 K S Chakravarthy Golden Deeds Going for the Kill STARCOM MEDIAVEST Chax looks back on an Reflecting a woman’s Persuading the consumer to “unplanned journey”. personality. adopt the new. Big, bigger, better? 30
EDITORIAL
This fortnight... Volume 1, Issue 20
EDITOR ndia is made up of many Indias, each of which is a market in its own right. This is Sreekant Khandekar Isaid so often that it has become a cliché. And because it is a cliché, the full import of PUBLISHER the statement doesn’t hit us – until we discover yet another India under our very eyes. For Prasanna Singh example, in a country as young as India there are about 60 million people over 64 years. SENIOR LAYOUT ARTIST Vinay Dominic How many media publishers have looked at this market seriously? LOGISTICS The case of Bhojpuri channels is interesting for this reason. The world of Rajesh Kanwal Indian television viewers is divided into HSM (Hindi Speaking Markets) ADVERTISING ENQUIRIES Hansika Koli, (0120) 4077834 4077837 Noida October 16-31, 2010 Volume 1, Issue 20 `50 and everything else. It did not occur to many people that there may just be Varun Mohan, (022) 40429702-5 Mumbai 40 another large niche within HSM which, until now, has been seen as a single Neeraj Ranjan, 09886846842 Bangalore solid whole. [email protected] Marketing Office That was until PK Tewari, a name with which few in the business B-3, First Floor, Sector-4, Noida-201301. are familiar, decided on a hunch that there was a big enough demand in Tel: (0120) 4077800. Bihar and eastern Uttar Pradesh to launch a full-fledged Bhojpuri channel. Mumbai Tewari quietly acquired the broadcasting rights for about 150 Bhojpuri 501-502, Makani Center, 5th Floor, Off Linking Road, Bandra (W), INSIDE STORY movies and used it to power the launch of his channel, Mahua. Soon, the Mumbai - 400050 The popularity of Bhojpuri channels is surging in Hindi speaking markets. Can they gain enough momentum to Tel: +91-22-40429 709 - 712 split the Hindi viewership over time? popularity of Mahua had spread to the metros which have a large population Bangalore PLUS from Bihar and UP. 328 18 22 ADVERTISING S-1, New Bridge Corporate Centre, The Secret Life of... 12 MICROMAX QUBE 777 D, 100 ft Road, Indira Nagar, A Lot of Fun 14 But as the old marketing saying goes, ‘There is a niche in the market but ZUARI CEMENT Bangalore - 560038, India DEFINING MOMENTS TANISHQ YAMAHA SZ Champion of Strength 26 K S Chakravarthy Golden Deeds Going for the Kill STARCOM MEDIAVEST is there a market in the niche?’ Tewari is struggling to establish that Mahua Chax looks back on an Reflecting a woman’s Persuading the consumer to “unplanned journey”. personality. adopt the new. Big, bigger, better? 30 Subscription Enquiries is a channel that national advertisers should take seriously. If its popularity Garima Agnihotri, (0120) 4077837 continues to soar, he will manage to do that. Many other channels which [email protected]
have found niches have failed to discover a viable market but continue regardless. Printed, published, and owned by Prasanna Singh, Publisher, The flood of channels partly explains why profitability of Indian TV broadcasters has at 7-A/13, fallen significantly in the last five years. It remains to be seen how Bhojpuri channels fare Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, in the coming years. New Delhi-110 063.
Printed at Paras Offset Pvt. Ltd., C-176, Naraina Industrial Area, Phase I, New Delhi 110 028.
Sreekant Khandekar Cover Illustration [email protected] Tiffin Box CONTENTS 62 65 PLUS AMUL PANEER Power Demo 20 AFAQS! EVENTS The Future of TV NEROLAC A galaxy of speakers Free of Frills 24 assemble to address a wide range of ODOMOS issues. Oil on Troubled Waters 28 BLOGGERS’ PARK INTERVIEW 46 48 K V Sridhar (Pops) 36 Arvind Sharma Leo Burnett’s CEO on the SMIRNOFF road ahead. Scent of a Beverage 42
POINTS OF VIEW 54 HPCL The RJ and the Brand E-RICKSHAWS MCDONALD’S A Lesson on Safety 42 Is the radio jockey the architect Outdoor-friendly Making Mornings Easy REALITY SHOWS of a radio station’s brand Just 180 sq ft to advertise in, Its breakfast menu is out on building effort? it is an eco-friendly option. the hoardings. What’s the Game? 56
afaqs! Reporter, October 16-31, 2010 5 PUBLICIS GROUP Sponsored by
aatchi & Saatchi X, Publicis created intuitive shopping experi- Group’s globally dedicated ences that improve shoppers’ lives. Sshopper marketing agency, is Amit Ajwani, general manager, Wills Lifestyle> Fashion and lifestyle brand Wills all set for a launch in India. Saatchi & Saatchi X India says, “We Lifestyle is in expansion mode. The brand recently opened The main objective behind the are starting off with a great advantage stores in Amritsar, Guwahati, Nashik, Visakhapatnam, Bhopal initiative is to service the dynamic and aim to emerge as knowledge and Mangalore. With the opening of these stores, the brand and fast growing Indian market. To leaders within this field. Our inter- now has 65 outlets in 35 cities across India. The brand begin with, there will be nine mem- national expertise combined with plans to increase its network to 80 stores in the next three bers in the team and the agency some of the best professional talent months, by opening more stores in the existing markets and plans to get more people on-board from India makes it a winning com- expanding in smaller markets through the franchising model. by the end of this year. bination. The agency’s The marketing immense practical The company Samsung> The company has launched nine new models agency is open to knowledge, matched in top loading washing machines category. The product range servicing the clients with in-depth analysis, has signed Priyanka Chopra is differentiated on account of its performance and water of Saatchi & Saatchi makes it a great and saving features. With this launch, the company is looking at India. relevant advantage for as its brand consolidating its No.1 position in the fully automatic washing Speaking on the our clients.” ambassador. machine segment and notch up occasion of the launch, The agency’s global a 27 per cent market share in Simon Hathaway, clients include both the total washing machine cat- regional CEO - brands and retail-
MARKETING egory by the end of this year. Europe, Middle East, Hathaway ers, such as Arla, India and Africa, says, Carrefour, General “We see a tremendous Mills, LG, Pepsico, Crossword Bookstores> The wholly-owned subsidiary growth opportunity P&G and Walmart. of Shoppers Stop is expanding its presence in tier I and II The objective cities. The bookstore chain will be opening four new stores in in the Indian market. This is the second behind shopper the country over the next two months. The new stores would We look forward to bid announcement marketing agency come up in Chennai and Bangalore and in tier II towns such leveraging our expe- from Publicis as Lucknow and Aurangabad. The company recently opened rience and expertise Saatchi & Saatchi Group. The com- two new stores in Bhopal and Nashik. The stores are a mix in shopper marketing munications group of company-owned and franchised stores. over the last 14 years X is to service recently merged to create conversations the dynamic and two of its agencies with Indian shoppers, fast growing - Publicis India and A charge of Idea> Taking forward the thought in its latest commercial which will inspire trip Capital Advertising. 50 paisa per where the brand demonstrated how assistance in conversa- traffic and ultimately, Indian market. Named Publicis minute is appli- tions in different Indian languages can be made available on make the cash register Capital, the new the mobile platform, the telecom major has now launched a cable for calling language helpline. Available in as many as 16 languages, the ring.” entity has brought the language The agency already has over together all personnel and cli- platform offers conversational support to 350 associates across offices in ents of both the agencies. Sunil helpline. the callers who have to move out of their Argentina, China, Germany, Italy, Sachdeva and Prasad Subramaniam homes for career, education, travel and Russia, the UAE, the UK and - founders of Capital Advertising other prospects. the US. - have take joint chairmanship of Saatchi & Saatchi X aims to Publicis Capital and Hemant Misra Lilliput> The kidswear company has forayed into the improve shoppers’ lives and hence, (earlier chief executive officer, baby care market. The offering comprises of a complete puts great emphasis on under- Publicis India) is the CEO of the set of essentials for babies like shampoo, oil, powder, standing shoppers. With a deep new entity. Emmanuel Upputuru lotion, soap, baby wipes, cleaning liquid and laundry understanding of shoppers, strategic of Publicis India and Parshu liquid. The baby range is available at all Lilliput stores communication, retail environment Narayanan of Capital Advertising across the country. According to experts, the rise in dis- and a passion for big ideas, the are jointly spearheading the crea- posable income and awareness has revolutionised the agency claims to have successfully tive team. baby care products industry.
PRABHAT KHABAR Sponsored by
rabhat Khabar recently October 10. introduced its Muzaffarpur According to company officials, Pedition. The all-colour edi- the advertising rates for the entire tion, with a cover price of Rs 3 was Bihar region have been increased Outlook Traveller> The travel magazine from the launched on October 10. to Rs 450 per sq cm for black and Outlook group has undergone a revamp. The magazine has KK Goenka, managing direc- white; while for colour, the rate has donned a new look with a few editorial refinements. The tor, Prabhat Khabar, says, “The magazine has expanded its readers’ advice column, Marco idea of launching the Muzaffarpur Polo, and created a page for readers’ photographs. The magazine commands `1.65 lakh for a full page colour ad. edition was in the pipeline for the last six months. After this, within two months, we will launch the MEDIA CN+ is part of Turner International> Bhagalpur edition. The USP of the Tata Sky’s Actve Turner International India new edition is that it is and Tata Sky have join hands available in all-colour been fixed at Rs 585 services, which to form a strategic content partnership. As part of the - so far, in this area, per sq cm. will be avail- association, Turner International India will have its linear most dailies have a mix For the Jharkhand able at `30 per branded block from its kids’ channel, Cartoon Network (CN), of black and white and region, the black and month. available on Tata Sky. The linear branded content block, colour pages.” white ad rate has been called CN+, will be available on Actve Wizkids as part of the Prior to the launch increased to Rs 700 DTH service provider’s Actve services. of the Muzaffarpur per sq cm; while it is edition, the Hindi dai- Rs 850 per sq cm for The Mexico-based publishing ly reached the readers colour. Meanwhile, for ICC WC Handbook> company, Landucci will be releasing a 242 page official ICC in the area through its the Muzaffarpur edi- World Cup Guide Book, 50 days prior to the inaugural event Patna edition. While tion, the Hindi daily of World Cup 2011. The guidebook will feature host countries there are no plans to has fixed the ad rate at Goenka: the way ahead and cities of the World Cups as well as history, legends in introduce new sup- Rs 160 per sq cm for cricket, team statistics, apart from special section on each plements, the edition black and white, and team and profile of participating countries. Apart from being will carry all the After the at Rs 200 per sq cm available in mass market format the guide will also be avail- existing supplements, for colour. able in a custom made format for companies and marketers. such as Ravivari and Muzaffarpur edi- Speaking on Surbhi with the main tion, Prabhat the competition, edition. The new edi- Goenka adds, “We The second sea- Imagine> Imagine is all set to find answers using the tion has 18-20 pages Khabar will are competing against technique of past life regression in the second season of son will feature Raaz... Pichhle Janam Ka which is slated to go on air some- on an average. launch a Hindustan and Jagran celebrities from Talking about Bhagalpur edition in this region. While time this month. The second season will feature celebrities circulation, Goenka it will be difficult, I Bollywood and from Bollywood and television like Mahima Chowdhary, says, “For the next soon. The new am sure that since we television. Chunky Panday, Shakti Kapoor, three months, we are edition bears a have a good product Shayantani Ghosh, Mishal Raheja, aiming at a circula- ` for the readers, we etc and will be once again hosted tion figure of 50,000 cover price of 3. will be able to grab by actor Ravi Kishaan. copies. At present, one of the top posi- 25,000 copies have already been tions.” Radio City> The radio channel claims to be a growing subscribed, and I am sure that The company has invested about favourite amongst Mumbaikars. Based on the RAM data, through sales in the region, we will Rs 8-10 crore in the new print- week 38, Radio City 91.1 FM has shown the highest growth be able sell another 25,000 copies.” ing facility at Muzaffarpur. Earlier of 10 per cent reach. The growth came in a week that saw With the launch of its in August, this year the company a negative growth in the category as a whole. Futher, Radio Muzaffarpur edition, the Hindi had launched all-colour edition in City recorded a TARP of 1.1 per cent for the week 38 and daily has also revised its advertising Ranchi with plans for Jamshedpur moved to no 2 spot. The channel claims that among SEC AB rates, which came into effect from and Dhanbad as well. 12+ it recorded the highest growth of 15 per cent in reach. Gift Vouchers
3 Bumper prizes of Ticket Compliments® Holiday Gift Vouchers to a destination of your choice* ASCI Sponsored by
he Advertising Standards car’s salient features were being tested. Council of India’s (ASCI) The campaign was found to be in TConsumer Complaints poor taste and socially irresponsible, Council (CCC) has pulled up inciting people to misbehave in the AMFI>The Association of Mutual Funds in India (AMFI) some eminent brands, questioning few remaining places in India where is scouting for a creative partner, and is in talks with about their campaigns in its report for wildlife heritage remains preserved 10 creative agencies. Among the agencies are Percept H, the months of May and June. Ads and portraying violence against DDB Mudra, Metal, Publicis India, and McCann Erickson. by Reliance Communications, buffaloes and rhinoceroses. The account size is estimated to be around `15 crore. The Volkswagen Group, Parle Agro, Creativeland Asia’s TVC for apex body of all the mutual funds in India is looking at a Scorpio Enterprise and Johnson & Parle Agro’s LMN, was found to communication strategy led by mainline media, which would Johnson were found objectionable. be hinting at racism and has been help it reach further into the country. In May, J&J’s television withdrawn. The film showed a commercial for Stayfree Secure Ultra dry, parched African site with the Fortune Plus> Adani Wilmar, manufacturer and Thin Napkins was found making inhabitants looking desperately for distributor of edible oils, has launched a new variant misleading claims. The ad claimed water; the film suggested that LMN called Fortune Plus, under the flagship brand Fortune. It that due to a super-absorbent could be substituted for water. is targeted at young, health-conscious Indians. Roping polymer, the heavy flow is converted “The situation in Africa and India in Saina Nehwal is in sync with the positioning. As a into a gel form and is extremely grave sportsperson she has to refrain from consuming oily is locked. However, it with no water. The food, and therefore, understands the value of this ‘low- has been subsequently ASCI has pulled advertiser should not absorption’ cooking oil. Ogilvy India handles the brand’s found that the same up brands make a joke of this creative duties. benefit is offered by like Reliance important situation. ADVERTISING other sanitary napkins, The TVC is in ACCOUNT MOVEMENT without any super- Communications, extremely poor taste, >> absorbent polymer. VW, Parle Agro showing the African > Insurance company Bajaj Allianz has assigned The TVC also made J&J as they nation in a bad light. its creative mandate to DDB India. The size of the a comparison with The voiceover, ‘If you business is pegged at `60 crore. M&C Saatchi, the Whisper Choice but, were found don’t have water, drink incumbent agency on the account, will also continue to stay on board. The brief was did not denigrate objectionable. LMN’ is ridiculous,” to take the brand campaign of Jiyo Befikar to its next logical level and to create the competing states ASCI. The LMN more opportunities to sell insurance to the brand’s existing customer. DDB India will product. Finding the films were shortlisted handle the mainline and online business of the brand. communication misleading, the for the Film Lions at Cannes. advertiser has been asked to modify Scorpio Enterprise’s TVC for the commercial appropriately. Natraj Atta Maker is found making > Union Bank of India has awarded its media duties In June, Reliance Communications unsubstantiated claim, that it saves to Lintas Media Group. The account was won claimed in its television commercial grain wastage upto 25 per cent following a multi-agency pitch that saw participation that Net Calls are unlimited, while, compared to others. The company is from the incumbent agency Motivator, as well as Mudra Max, TME and Media the CDMA plan offers unlimited to withdraw this claim from its ads. Direction. The account size is pegged around `80-90 crore. The media agencies were talk time. However, the ad failed to The complaints that were not evaluated on several fronts including their understanding of the industry, media mention that both plans are subject upheld included the ones against planning skills and buying capabilities. Lintas Media will handle all media - television, to certain limits. Therefore, the ad State Bank of India (The Banker print, out-of-home, radio and digital - for the bank. has been discontinued. to Every Indian), Bajaj Allianz Life Volkswagen’s films for its Insurance (Bajaj Allianz Shield > Bates 141 has won the creative mandate for hatchback, Polo have been Plus), Coca-Cola India (Thums poultry player, Amrit Group. The agency won the business discontinued, under the violation Up’s Thunder Wheels Offer), Max after a multi-agency pitch, which also included JWT, of the Performing Animals Bupa Health Insurance Company, Response, Madison and Lowe Lintas. The business will be (Registration) Rules, 2001. The GSK Consumer Healthcare handled by Bates’ Kolkata office. Bates 141 will be responsible for the strategy and campaign crafted by DDB Mudra (Horlicks), Travel Guru and Paras communication of Amrit Group’s entire product portfolio. Currently, Amrit Group has a featured animals, against which the Pharmaceuticals (Zatak deodorant). presence in poultry feed, broiler farming, chicken processing and milk processing.
ADVERTISING The Secret Life of a... Creative directors, and even ad filmmakers, have often contributed to their creations in unexpected ways, such as act- ing in ad films or composing tracks for commercials. By Devina Joshi
any would know that Prasoon Joshi, during his early days in the industry, and has acted actor Rahul Bose was a executive chairman in films for Fair & Lovely, Peter England (opposite Mformer copywriter with and regional execu- Kareena Kapoor), and even an international film Rediffusion - Y&R, and his love tive creative director for Gibson Guitars. for acting - greater than his love for (Asia Pacific), McCann Sagar Mahabaleshwarkar of Bates 141 acted writing - led him to quit the agency Erickson, is another in the hospital sequence in the Tata Safari Dicor at the age of 26. Supermodel and adman who has given Reclaim film. Nitesh Tiwari of Leo Burnett has actor John Abraham has a similar VOs aplenty, for ad given character voices for Tide and Reliance story, although his tryst with acting films such as the Mobiles; Ashish Khazanchi of Publicis Ambience wasn’t planned. recent, Alpenliebe ‘Jee dubbed for an award-winning radio spot for While these are freak incidents lalchaaye’ ad (where Naukri.com and the list goes on. where admen ventured he has provided the monkey’s Of course, creative persons, who model or from behind the scenes voice). Going a step further, act in other agencies’ films, have to ensure that into the limelight and made Joshi has also composed music the brand being advertised does not conflict with acting their full-time pro- tracks for ad films. He has brands that their own agencies work on. fession, there are several even sung jingles, for Babool Not only creative directors, prominent ad film- creative directors, and even (‘Subah Babool ki toh dinn tum- makers too have tried their hand at acting and ad filmmakers, who like to haara’), Happydent White voiceovers. Prasoon Pandey (Corcoise Films), flirt with the camera. (‘Tera dil roshan, tera mann Abhinay Deo (Ramesh Deo Productions) and It’s not just acting in ad roshan’, along with Kailash Ram Madhvani (Equinox Films) give voiceovers films. Some admen have posed Kher) and the upcom- like it’s a part of life. for print ads, while others pro- ing Greenply film. vide voiceovers for ad films and Sumanto CAN YOU HANDLE IT? radio spots. A creative director or Chattopadhyay, execu- theatre background or voice training helps two have even written lyrics and tive creative director, A in such creative pursuits, for better emoting. composed music tracks. Ogilvy India, modelled Chattopadhyay, Joshi, Prasoon Pandey and Gajraj Just how far is a creative direc- tor or ad filmmaker willing to go to contribute to an ad beyond plain ideation and execution, and DID YOU KNOW? become part of the stage him- $ 9! ( $ self? afaqs!Reporter explores how a creator becomes a part of ! " R$ %&$' ( ) *+,+- Q/! ) "01O his creation, in ways not tradi- " "R( $ " " " tionally expected of him. ! "3P " ))1 ! " & )( )) ! "$ " $ 5*6 ) )) )!" 7 "% 8 1 HOW IT ALL BEGAN? ractically every senior ! " 3 )) ! 3"$ "R 3 $) Padman will have a story 9 - 0 1 " under his hat about “That day " !"*: ) )!" )"$; 9;! when the model failed to show ) "<85"" "9 ;! " "$ " up and they made me pose”, or “When my voice in the rough edit ) $ 1 was so well liked that it became the ="$ ) ;887$ " 7 "' ) " ( )"3$ 5 final voiceover”. $ ! $ ) ! ) ' " "= 1 Examples are aplenty. Almost >6 $< " R ) ( 3 3 two decades ago, Piyush Pandey, ( ( ( " "$ ) 1 current executive chairperson and creative director, Ogilvy South Asia, < ) "/ " 3 ) /( " ! ) " ?! @3 started off by giving VOs for brands " ?! ) $ ( )"$ ) 17 <"( "! ;)$ such as Fevicol and Hallmark cards, ?! @( ) ( "1 because of what he says was “lack of =$ 3=9 / $7 / "! "! "9 ! 5 budgets”. Some admen have 37 R9 ) 3$Q,6 ?! However, those ads are what led to the discovery of his deep, emo- posed for print ads, "$ = ; $ ! - ) )01 tion-laden voice. Pandey has done while others $ )$! 3/ R( $ 1 hundreds of voiceovers for radio and / ( 9 3 " " )A=9 " ) ) ad films since, including for IDBI (the provide voiceovers 3 @!1 " )$ ) "!3=9 " $ )) recent elephant commercial), Asian Paints (‘Har Ghar Kuch Kehta Hai’ for ad films and 39 ! $" ") ! 1 $ " " )) " series), SBI Life Insurance (featuring 9! " )) " ( " $!))5 $ 1 the old couple) and LG corporate. radio spots. ! " *B>>
12 afaqs! Reporter, October 16-31, 2010
MICROMAX QUBE Too Much Fun In its new commercial, the mobile handsets company is out to captivate. By Rohit Nautiyal
or a domestic handset company that’s appar- “The best part is that the brand does not carry ently out to eat into the share of telecom the baggage of being positioned as very ‘Indian’. “The best part Fbiggies such as Nokia and Samsung, there Similar to the brand, its communication is very is that the brand is no need to lure the customers by keeping the international,” he adds. communication desi. Micromax is following this The Micromax X550 Qube sports a 3.2” TFT does not carry rule with its latest campaign for Qube X550, a screen (240x400 pixel resolution). As the name the baggage of newly launched touch screen handset with a 3D suggests, the new 3D Qube user interface on the being positioned interface. device forms a cube shape, with sides rotating into The film opens on an ongoing struggle between place as one swipes the screen. as very ‘Indian’.” two soldiers and a bunch of militants. Taking As per industry estimates, Micromax is the DEEPESH JHA advantage of the fire and smoke emanating as the largest Indian domestic mobile handsets company result of a blast, one of the soldiers gets closer to the enemy by hiding behind a car. To his surprise, another soldier is already sitting beside the car, giggling while exploring the Micromax Qube handset. Firing at the armed militant present in a house nearby, the soldier tells his colleague to either focus on bringing down the enemy or be prepared to get killed. All this while, the other soldier, still hooked to the handset, continues to laugh. Left with no other option, his fellow soldier snatches the handset from him and throws it in the air. The handset lands up in the house where the militant is posi- tioned. As he grabs the annoying soldier by the the brand is not staggeringly innovative but the collar and yells at him for being irresponsible, the Micromax is the largest execution more than makes up for it. The detail- gunshot sounds stop all of a sudden. Indian domestic mobile ing is commendable and of a level not usually seen Both the soldiers pay attention to the noise of in Indian advertising. Considering the fact that laughter coming out of the house and the film handsets company in terms Micromax comes up with innovative features all ends with the voice over: it’s so much fun, you will the time, this will help grab eyeballs and market forget everything. of units shipped. share. I feel the only caveat is - this ad may not The ad has been conceptualised by Lowe Lintas. have a very long shelf life,” he says. The team includes Deepesh Jha, Amer Jaleel and in terms of units shipped and the third largest Titus Upputuru, executive creative director, Shayan in creative and Amjad, Damodaran and mobile handset seller in India. Home grown hand- Saatchi & Saatchi loves the ad for its look and feel Shrishti in client servicing. The film has been set makers such as Spice, Micromax and Karbonn and finds the execution very realistic. directed by Vivek Kakkad of Curious Films. captured 14 per cent of the mobile phone market “I really like the phirangi look and the use of Both Jaleel and Shayan zeroed in on Jordan as in India in FY 2009-10, compared to just 3-4 sub-titles. The film is well shot and I must con- the location where the film was shot and to make per cent market share in the previous fiscal. gratulate the director for his work. The question the ad appear and sound more international, a is: Where is Akshay Kumar? Isn’t he the brand foreign language was used along with the subtitles. BULL’S EYE? ambassador for Micromax? Or do they have sepa- Recalling how the team arrived at the insight of aghu Bhat, founder director, Scarecrow rate strategies? The truth is that I don’t miss him. an engrossing handset, Jha reveals that when the RCommunications points out how clearly the Imagine having him in this film. The director client handed over the handset to the agency for a film illustrates the scale of Micromax’s ambition to would have been told to take only some close-ups demo, they realised that the features were engag- be the biggest player in the Indian handset market. and shots of mountains in the background and ing enough to make an individual oblivious to his “To begin with, the brand name Qube is highly Akshay pole vaulting between them,” he says. or her surroundings. evocative. The idea of people getting engrossed in [email protected]
INDIAN RAILWAYS A Playful Journey The campaign attempts to capture the emotional nuances that surround train journeys. By Ashwini Gangal
ndian Railways has come out attached to trains. All Indians with a large-scale corporate have a story to tell when it comes Icampaign, making this the to trains. We aimed to tap into very first time it is advertis- this excitement and these senti- ing via an ad film on TV. As ments, and portray how trains the result of a well-considered, bind the country together like a deliberate move, the release of lifeline,” Gahlaut explains. the campaign coincided with It thus follows that the the opening day of the ongoing insights used for the campaign Commonwealth Games (CWG). were those drawn from the lives The campaign will run of Indians, including the lives of through the course of the event the creators of this campaign. and will also be used in the long term. By virtue afaqs!Reporter, on the condition of anonymity. Two 60-second TVCs have been released, one of being one of the lead partners for the CWG, Ogilvy Delhi has worked on this campaign on in English and the other in Hindi. At the end of Indian Railways will utilise a lot of the FCT (free a project basis. The creative brief was clear - to the former, ‘The Magic of India - Indian Railways’ commercial air time) that it has received from the showcase the place that IR occupies in the hearts is supered on the screen, along with a VO. For CWG authorities, for this campaign. and minds of 1.3 billion Indians. the Hindi TVC, the catchphrase, ‘Desh Ka Mel- “The campaign is meant to showcase Indian Ajay Gahlaut, executive creative director, Ogilvy Bhartiya Rail’ has been used. Railways specifically for the CWG. The goal of Delhi says that the objective was to create a sim- The film shows a large number of enthusiastic the campaign is to position the organisation as a ple, yet endearing, communication, which would men forming a never-ending human train, com- responsive one with a human face; and to make touch audiences and bring alive the romance and plete with accompanying actions, as they traverse a statement that it is an organisation - for the emotions that Indians associate with trains. the busy streets of a city. As they move along, people, by the people - that connects people, “Everyone has played ‘chuk-chuk gaadi’ in their places and hearts,” a source at Indian Railways tells childhood and has certain memories and feelings ! " *,>>
Pandey Joshi Chattopadhyay Khazanchi Madhvani Deo Rao ! "$ *C In such a scenario, a rare voice << becomes unusual and provides In most cases, a creative person dons a variety, provided it fits the script. The Secret... different hat at the behest of someone in Similarly, if an adman is a Greek God, or has looks that match some Rao for instance, have all dabbled in the creative team or the ad filmmaker. quirky roles perfectly, casting him theatre, which helps them in their for freshness might not be a bad idea. performances. to Khazanchi - who sported a rustic VOs and acting prowess are ‘distrib- Gajraj Rao of Code Red, who has The motivation to be a part of looking moustache then - ‘Why don’t uted’ free of charge by creative folk acted in films for Fevikwik, Fevicol one’s own creation arises from sev- you wear a kurta and stand next to when it is an industry friend involved. and Mentos, says he learnt a lot eral factors including something as the tractor?’. Piyush Pandey lent his voice for the about what actors go through. This simple as a budget crunch, or for In most cases, a creative person trailers of R Balakrishnan’s Cheeni learning helps him get better perfor- creative satisfaction, or an attitude of dons a different hat at the behest of Kum, as “Balki’s a friend, yaar!” mances out of his actors when he is “Let’s do something different”. someone in the creative team or the directing. Often, the decision is spontane- ad filmmaker. Clients rarely have any THE ‘WHY’ OF IT Then there is the obvious ben- ous. Sometimes, it’s a case of not part in this process he creative fraternity is in agree- efit of creative joy - something that being able to find the right person. However, some clients tend to Tment that stepping into another allows creative folk to experiment “So, it’s a curious mix of conveni- welcome such creative participation, role is never done for the heck of it, in different media, just like hobbies ence to have your model ready with when the VOs or performances are as the final product is important and and prevent burnout. minimum fuss,” Sumo says. done for free. To put it bluntly, every cannot be messed around with. Ram Madhvani concludes: “It Khazanchi recalls another time penny saved is a penny earned However, voiceovers by untrained isn’t about making a Hitchcock-ian when something like this was impul- But in today’s age, that is changing people could actually help an ad appearance in your own ad film, or sive. The first time he modelled too. VOs in ads do not come for free stand out. As Abhinay Deo points even about ego satisfaction; it’s a case was for a print ad for Ford Escort even from their own creators, who out, “There are roughly 50 voices of genuinely adding value to your ad Tractors. During the photoshoot in charge fees just like professionals in the country today that are used in film.” Haryana the photographer suggested would. Having said that, sometimes, ads, out of which 10 are overused.” [email protected]
16 afaqs! Reporter, October 16-31, 2010
TANISHQ << ! "$ *B A Playful...
they make interesting patterns over ‘Gold’en Deeds roof-tops, inside homes, along side- walks, on the road, amidst traffic, In its new commercial, the jewellery brand from Titan portrays gold jewellery as a while a peppy soundtrack keeps the tempo going. The track used is the reflection of a woman’s personality. By Rohit Nautiyal old Hindi film song, ‘Railgaadi’ that featured Ashok Kumar. xploring yet another facet of the modern woman’s brooches, waist belts, back ornaments, etc. The ad film has been shot in and personality, Tanishq, the jewellery brand from Iyer, national creative director, Lowe Lintas shares that around Kolkata over a span of two ETitan, is out with a new campaign for Glam Gold, Tanishq has always been a classy brand and presently, the days. It has been scripted by Piyush a range of 22-karat gold jewellery. While the last com- focus is to add warmth to it. “We are talking to beautiful Pandey and executed by Prakash mercial portrayed the brand’s wedding jewellery as an women. Here, beauty is not only physical, but it’s more Varma of Nirvana Films. Apparently, important influencer, which brought about a change of about the beauty of her nature,” he says. the script was converted into a fin- heart about marriage in an independent woman; this According to industry estimates, the size of the Indian ished film at break-neck speed. The time, gold jewellery has become a reflection of her per- jewellery market is estimated to be `100,000 crore, of media duties have been handled by sonality. which the wedding jewellery segment comprises 40-50 an in-house team at IR. Glam Gold was launched last year, and the brand used percent. Tanishq - India’s largest jewellery brand with TV is the lead medium for this only print for the first campaign, titled ‘Adventures in `3,500 crore in sales - holds only 3-4 percent of the total corporate campaign and the TVC gold on the red carpet’. As the name suggests, the posi- market while the maximum share remains with the unor- is being aired across TV channels tioning was highly glamorous, but lacked warmth. ganised sector. both nationally (including GECs, Speaking on the strategy then and now, a spokesper- One of the main reasons for people choosing local news channels and sports chan- son from Tanishq, says, “The woman on the red carpet jewellers over organised players, is that the former offer nels) and internationally (in the is not approachable. The objective behind the new cam- lower jewellery-making charges (over and above the cost Commonwealth countries, New paign is to make her more approachable by highlighting of gold). To this, the Tanishq spokesperson says, “In Zealand, Australia and South Africa). her virtues.” many cases, it has been found that unorganised players Conceptualised by Lowe Lintas, the film opens in a make up for the money lost in lower making charges by room full of guests attending a book launch. The author selling a piece originally weighing 20 karat as 22 karat. greets a friend (wearing Glam Gold jewellery) with a Making charges tend to be higher with organised players, hug. Rather than paying attention to the author, more as the designs are unique and techniques used to cre-
Gahlaut: playing the old game
Besides TV, radio and print will also be used.
DOES IT WORK ndustry experts have taken to the Icommercial in a big way. people get attracted to her friend and wish ate such pieces of jewellery come at a steep Sainath Saraban, executive crea- to interact with her. Seeing someone else price.” tive director, Leo Burnett thinks the as the centre of attention, the author feels TVC is brilliant and claims he cannot lost at her own party. Observing this from IS ‘IT’ AUTHENTIC? stop watching it. “I have seen it thrice a distance, her friend fakes a headache and andhya Srinivasan, managing partner and already and will watch it a few more makes a hasty exit from the party, along Schief strategy officer, Law & Kenneth times hereafter,” he enthuses. with her husband. feels that the ad gives a new twist to the Saraban goes on to explain that On the way back home, the husband Tanishq woman. the campaign has good production asks her why she lied about the headache. “The tone, as intended, is self-effacing, values. “And the metaphor that it She responds that it was a better option and surprisingly, not in celebration of the brings India together is so simply, than ruining someone’s evening. The man stereotypical achiever. And in continuation yet so fabulously done. This is a smiles in appreciation of his wife’s magna- of the desire to romance gold jewellery, the great attempt from Indian Railways, nimity. The ad ends with the voiceover: Nair: being warm traditional Indian woman - with depth of considering they could have easily ‘Beautiful gold for beautiful people’. character - has been used to personify the succumbed to a picture postcard, The team at the agency who worked on the campaign brand, versus merely a beautiful face. So, she still stays ‘India tourism’ montage treatment,” includes R Balki, Arun Iyer, Rajesh Ramaswamy, Jeff, the focus of attention, but with a nuance. That makes the he adds. Lohith and Abhijit in creative; Vikram Satyanath from communication refreshing,” she says. Amit Shankar, executive crea- planning and Sudhir and Bhavna from servicing. The According to Naresh Gupta, director, strategy and tive director and creative head, Grey film has been directed by Ram Madhwani of Equinox. planning, Dentsu Marcom, the film does two very Delhi says, “The best thing about the The multimedia campaign, using television (GECs interesting things - first, it brings gold jewellery back in script is that without trying too hard, and niche channels), print (general interest magazines) fashion, in an age when diamonds are considered cool. it manages to connect with the entire and online, will continue for a month. Second, it builds on the confidence for the brand, by country by conveying that trains are Glam Gold is targeted at women from SEC A and B in playing reverse jealousy in a very engaging way. the nation’s vehicles. The music has the age group of 25-35 years, who are bold, modern and “What I also like is the portrayal of the man-woman been woven into the commercial in wish to be noticed wherever they go. Priced at `30,000 relationship, which is very contemporary. The woman is such a way that it forms an integral onwards and available at select Tanishq outlets across the in command and her man is cool with it,” he says. part of it,” he explains. country, the eclectic range includes earrings, necklaces, [email protected] [email protected]
18 afaqs! Reporter, October 16-31, 2010
LEO BURNETT Font Memories Leo Burnett created a special font in the Devanagari script, in memory of Mahatma Gandhi. By Devina Joshi
irst, Raju Hirani did it with Lagey Raho Munnabhai. Now on Gandhi Jayanti, this Fyear, Leo Burnett India has, attempted to keep Mahatama Gandhi alive and relevant in the hearts and minds of youngsters in India. The ad agency has crafted an alphabetical font in the Devanagari script that has the trademark Gandhi glasses subtly incorporated into every letter. The agency hopes to propagate the use of this font to popularise Gandhiji’s quotes and teachings amongst the younger generation. The font makes use of his The idea was KV Sridhar’s (Pops) brainchild. Bapu’s teachings, which influenced him greatly, trademark glasses, in order had him toying with the idea for a quite some- to bring alive Gandhiji’s time. “Gandhi Jayanti was the best time to unleash an effort such as this. I briefed our designers and visionary thoughts. typographers and after a detailed process of four to six weeks, they came up with the right font,” up as wallpapers or screensavers. he says. While currently the font is available only in This year marks Bapu’s 141st birthday and the Hindi, soon English, Tamil and other major lan- font is an effort to commemorate it by bringing guages will follow. Further, new fonts will make alive his values of truth and non-violence. The use of other props associated with Gandhiji, apart font makes use of Gandhiji’s trademark glasses as from the currently used glasses. “We want eve- a visual representative of him, as glasses also sym- ryone to interact with this font in the digital era bolise vision and the effort here is to bring alive his and shall do everything we can to make the effort visionary thoughts. engaging,” Pops explains. “The way he saw the world is completely dif- The website also explains why it is important to ferent from the way we do, and hence the glasses, remember Bapu and how to incorporate his teach- to subtly nudge people into thinking like him ings to improve one’s day to day life. The font is again,” Pops remarks. merely symbolic of that. To popularise the font and Gandhiji’s teach- The site contains various innovations. For ings, Leo Burnett has chosen digital as the primary instance, on clicking the image of the glasses, dif- medium as the effort here is to be relevant to ferent parts of it will fly off to become parts of the youngsters. The website www.gandhijifont.com font, forming mantras and letters of the alphabet. will allow visitors to download six posters contain- ing one saying of Bapu each, which can then be put ! " CC>>
AMUL PANEER Power Demonstration The communication aims to make mothers connect to both the problem and its solution. By Ashwini Gangal
he only national brand of resist drinking milk, thereby denying paneer or cottage cheese, themselves much-needed protein, TAmul Paneer, has rolled out which is vital for overall growth an ad campaign that positions the and development. Moreover, they product as a rich source of protein, gravitate towards junk food, which The communication puts forth paneer as and thereby, the perfect ingredient is not high on nutrition. This tends a replacement for milk which makes up in the recipe for good health. to compound the problems faced by While the target audience for mothers, who struggle to get their for milk deficiency in the child. the campaign is primarily mothers, children to drink milk. care was taken to keep the com- The campaign also benefited up for milk deficiency in the child. room. To drive home the point mercials child-friendly as well. This from research, which revealed that The present communication, thus, of health, both the commercials was done to address the common mothers would prefer their chil- attempts to put forth paneer as a feature three characters: a mother, perception that if something is rec- dren eating paneer-based snacks, as replacement for milk. her son and an emaciated man. ommended as healthy, kids find it compared to junk food, for two Based on these insights, Draftfcb The latter gets knocked down at tasteless and try to avoid it. main reasons. First, the reality that Ulka has created two TVCs for the the slightest touch, because protein The current campaign draws on paneer is healthy and second, the brand. One is set in a shopping mall, the insight that children, generally, fact that paneer consumption makes while the other is set in a waiting ! " C,>>
20 afaqs! Reporter, October 16-31, 2010
YAMAHA SZ Going for the Kill The motorbike manufacturer is urging its audience to let go of the old and adopt all that is new. By Rohit Nautiyal
hile most of us have heard the story of the hare and the tortoise and took Wit as one of the crucial lessons of life, motorbike manufacturer Yamaha is out to kill the didacticism with its latest campaign for the newly launched Yamaha SZ, an entry level offering. The film opens on a traffic signal where a Yamaha SZ comes to a halt. The pillion rider, who happens to be a part of a film crew, gets a call from none other than the Bollywood actor, John Abraham, who asks about her whereabouts. The girl, who happens to be the star’s stylist, promises to reach the location within 20 minutes. As the Pankaj Dubey, national business head, Yamaha signal turns green, while the Yamaha SZ zips away, “We are Motors reveals that bikes in the 150cc segment other bikes turn into tortoise-shaped vehicles and expecting a surge contribute a substantial portion of the revenue start crawling. in the sales of our to the country’s two-wheeler market. “With the The next few shots highlight the advantages of launch of the Yamaha SZ, we are expecting a surge the bike over the tortoise-like bikes - such as extra entry level seg- in the sales of our entry level segment by 80 per comfortable seating, a 153cc engine with extra ment by 80 per cent. Targeting males from SEC A, B and C, we power and a large petrol tank. As the bike zips have focussed on the features of the new offering inside the studio, it catches the eye of Abraham, cent.” in the communication.” who is so awestruck by the beauty of the vehicle PANKAJ DUBEY The base variant, SZ 150, is priced at `49,000 that he forgets about the delayed shoot. and the premium variant, SZ-X, is priced at The background music in the commercial plays `52,000 (both ex-showroom, Delhi). According to a remixed version of an old Bollywood melody - “The tortoise- industry estimates, about 1,10,000 motorbikes are Ruk jaana nahi tu kabhi haar ke (originally sung by shaped bikes sold every month in the entry level segment. Kishore Kumar). The new song says ‘Ruk jaana work as a visual Recently, the company has also flagged off the nahi kachhue (tortoise) se haar ke’. Yamaha SZ Tour - Stay Ahead, a bike rally that The campaign has been conceptualised by the mnemonic will cover an extensive stretch across multiple team at ADK-Fortune including Rahul Katiyar, for those who states including Delhi, UP, Rajasthan, Gujarat, assistant vice-president and senior creative direc- MP, Maharashtra, Goa, Orissa, Chattisgarh, tor, and Avik Kundu, planning head. Abhijit are stuck with West Bengal, Jharkhand, Tamil Nadu, Karnataka Chaudhuri aka Dadu has directed the film. The old technology.” and Andhra Pradesh in a span of 30 days. multimedia campaign will use print, outdoor, digi- RAHUL KATIYAR As a part of this, 20 bikers, divided into two tal, in-cinema advertising and activations. teams, will cover these locations. The main Discussing the client’s brief, Katiyar explains personality. Here, tortoise-shaped bikes work as a objective behind this initiative is to get feedback that a powerful engine available at an affordable visual mnemonic for those who are stuck up with on the performance of the new bike. price not only makes the other bikes look inferior the old technology and thus are left behind,” he and obsolete, but brings a new revolution in the adds. Interestingly, there has been no use of ani- MORAL OF THE STORY entry level motorbike segment. mation or 3D to create the tortoise-shaped bikes. he commercial received mixed responses “Yamaha has a good image in the eyes of its Instead, only two models of the vehicle were fab- Tfrom members of the ad fraternity. user, who is not content with a bike with poor ricated and with the help of graphics, were made features and desires a bike which can represent his to look like many in the film. ! " CB>>
<< ! "$ C6 and share it with each other. Plans According to the Leo Burnett are also on to allow Facebook users team, for anyone who wants to start the option of having their profile a revolution of his own using just Font Memories pages transformed entirely with the Gandhiji’s words, this font would be The site will also contain a mes- Gandhiji font. There will also be a fitting accomplice. sage board where people can specify merchandise creation and sale using The Leo Burnett team on this which Gandhi saying they would like the font, including postcards, mugs activity includes Sridhar, along with on their own poster, and a person- and T-shirts. font designers Payal Juthani and alised Gandhi font encrypted saying Leo Burnett is working closely Nadine Periera, art directors Nadine will be sent to their email address. with various NGOs. Downloading Periera and Zainab Karachiwala, cop-
Further users can make their own FOTOCORP of the font may even help in revenue ywriter Sachin Kamath with guest sayings and proverbs in Gandhi font Sridhar: inspired by a leader generation for NGOs. copywriter Agnello Dias of TapRoot and use it for writing nameplates and India, Amjad Pendhari and Sujay such. Surve of Arc Worldwide and Anup These fonts will also be pro- Leo Burnett chose digital as the primary Vishwanathan, Seema Sood, Ankur moted on Facebook, Twitter, Flickr medium as the effort here is to make it Mitra and Nirmala Nathan of client and other social networking plat- servicing. forms, where people can download relevant to youngsters. [email protected]
22 afaqs! Reporter, October 16-31, 2010
KANSAI NEROLAC PAINTS The commercial, set in the middle of a busy street, starts with a man spitting ‘paan’ on a wall. Khan, sitting on a bench nearby, witnesses this act. His voiceover (VO) says, “Waqt aa gaya hai Free of Frills milke duniya ko badalne ka”. After this, he and numerous children dressed in school uniforms The new campaign for Nerolac repositions the brand as an eco-friendly, run all around, jumping effortlessly over obsta- cles, splashing the walls and homes of the entire ‘healthy’ paint. By Ashwini Gangal neighbourhood with gallons of colourful paint. Fast-forward shots of buildings with scaffold- ansai Nerolac is going green, slowly. It ings being painted by scores of people are shown; may be recalled that the most recent com- and at one point, Khan is seen entering a home Kmercial messages from the brand include and dancing gracefully with an elderly lady, while the TVCs for Nerolac Impressions. The films put the background is a rapidly-changing, paint-laden forth the ‘eco clean’ brand proposition of Nerolac one. At this point, the VO says, “Nerolac pesh karte and positioned it as a paint that emitted no smell. hain healthy home paints”. The film ends with Khan McCann Erickson had created those ads. saying “Nerolac - kuchh change karein, chalo paint Nerolac’s current campaign has been created karein”. This commercial was shot over four days by Publicis Ambience. The agency is now looking at Ramoji Filmcity, Hyderabad. The film has been to bring uniformity into the ads for this brand, directed by Uzer Khan and the director of pho- efforts for which are apparent in the two films tography (DoP) is Ravi K. The production house already on-air - one brand commercial and one is 30 Seconds of Fame. product commercial - both featuring Khan. The Sohini Dasgupta, executive creative director, latter also features a pregnant lady, serving to given a contemporary twist”. “Kansai Nerolac is Publicis Ambience says that the use of kids pro- emphasise the paint’s non-toxic, ‘safe’ nature. going through a revolutionary shift - the product vides a futuristic angle. It’s part of a subconscious The campaign marks a change in the brand’s is not just about colours on the wall,” he adds. message in the ad; as today, kids are aware about famous song, ‘Jab Ghar Ki Raunak Badhani Ho, The company is using top-notch technol- environmental issues. With respect to the visual Deewaron Ko Jab Sajana Ho...’ The word Deewaron ogy to manufacture low VOC (Volatile Organic of the man spitting on the wall and its connection has been replaced and the line is now ‘Duniya Ko Compound), lead-free paints, which help enhance with the brand’s message of using environment- Jab Sajana Ho’. The trademark tune of the song, the in-home environment. “The market today friendly paints, Dasgupta explains, “That was that Ashish Khazanchi, national creative director, is ready for much more than aesthetics when done to provide a cinematic cue for things to ‘start Publicis Ambience claims “has a lot of equity”, it comes to paints; people are ready for more, has been retained in this campaign, but “has been including ‘health of walls’,” he adds. ! " :6>>
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ZUARI CEMENT Champion of Strength The brand uses its mascot to depict its core proposition of strength. By Ashwini Gangal
subsidiary of the Italy-based Italcementi Group, Zuari Cement has rolled out an ad A campaign. The campaign uses an elephant as its mascot, to highlight its core proposition of strength in an engaging manner. The campaign aims to drive awareness in a clichéd category. The earlier ad campaigns for the brand were in line with its small to premium growth story. “Zuari Cement has always been careful about its brand growth in India and invested early in advertise- ments on electronic and other media. The brand’s proposition has primarily been about strength but it has also experimented with the message lead by example in print,” says K Srivastava, marketing of a champion. director, Zuari Cement. The cement market in India is growing at almost The target group for the current campaign 9 per cent, annually and the total capacities have comprises individuals aged 25 years or more and also grown to almost 250 million tons. Addressing typically includes all participants in the network the growing competition in the cement category, - architects, engineers, contractors, masons and Srivastava adds that with more and more cement current or prospective individual home builders. brands entering the market, the need of the hour Since 2001, the brand has worked with RK is to retain existing market share and capitalise on Swamy BBDO, after short stints with Enterprise it for additional growth. Nexus (now Bates 141) and Contract Advertising. In his opinion, key players in this industry have In the TVC created by RK Swamy BBDO, an realised that aggressive communication is critical acrobatic elephant is seen playing the lead. for top of mind recall, which is why Zuari Cement The elephant enters a construction site, walks (Left) Chugh and Shrivastava: leading by example has increased its advertising spends by a substantial past a snoring security guard and steps on a tram- amount over the last few years. poline tied across four Zuari Cement pillars. It wanted to communicate the same in a unique and Chugh adds, “With many players active in the performs a ballet in mid-air, does flips and somer- innovative way, without clichés.” market and a few other brands slated to make an saults. The routine ends with a perfect four point Explaining the use of an elephant in the TVC, entry, the competition and advertising has never landing. A falling metal pipe wakes up the guard Amrita Chugh, senior partner, RK Swamy BBDO, been this big in the cement industry.” She adds and he stares in disbelief as the elephant trumpets says the elephant has always been associated with that this competition is applicable to the top three and walks away. The ad thus displays the prod- Zuari Cement’s marketing communication efforts or four brands that are trying to out-power each uct’s ultimate test of strength and the tagline, ‘Asli - the previous campaign depicted elephants on a other through huge media spends - rather than Taaqat ka Champion’, appears on the screen. rampage, while a wall built with Zuari Cement through message differentiation. The creative team includes creative director highlighted the ability of the brand to withstand “This category has yet to see maturity in com- Rudra Sen and the TVC has been directed by the animals’ weight. munication by moving away from strength being Adarsh Gupta. The production house is Nirvana “In the present campaign, the thought was to portrayed through slapstick comedy, puerile emo- Films and the post production studio is Digital go beyond this simple equation and to cast the tionalism or lofty idealism, which may have little Magic, Bangkok. The media agency on the account elephant as an ambassador for the brand by depict- do with cement,” she says. is also RK Swamy BBDO. ing it as a champion of true strength,” she explains. The media mix for the campaign includes TV, The creative brief given to the agency was to She adds that the category is rampant with radio and online. The TVC will run on news communicate brand differentiators and get people depictions of brute strength, showcased via comic channel and GECs. to make a brand choice in a category dominated by relief or emotional messaging. Though the agency “Zuari Cement has not advertised on TV for a industrial experts. Srivastava says, “While the core has kept strength as the platform, it has conscious- proposition of a cement offering is strength, we ly depicted the brand as having the inner strength ! " >6>>
<< ! "$ CC dent, strategic planning, Lowe Lintas, Two models of the vehicle were fabri- questions, “What is the strategy? Is Going for the... cated and with the help of graphics, were it to say - we make everything else look like tortoises, or is it that we Anindya Banerjee, executive made to look like many in the film. look great, or is it about the speed? creative director, Law & Kenneth Clearly, the film is a flawed strategic admires the creative execution Nirmal Pulickal, executive crea- cling enthusiast. However, as a piece intent against far better clearly posi- of the tortoise-shaped bikes. At tive director, North and East, Mudra of creative work, I find the film tioned campaigns from Bajaj, Hero the same time, he feels that the Group feels that the idea of ‘racing unimaginative and dull. Also, the vis- Honda and TVS.” overall execution of the idea is ahead’ could have been a layer within ual effects are low on quality. Most He adds, “I like the ad for great disappointing. Also, he adds that the film, rather than a dominant importantly, the device of using bike shots in traffic and sound edit- the commercial has some migraine- theme. one object in colour and everything ing. Just wish they had a good script. causing graphics and looks like a “At an endorsement level, using else in black and white goes beyond Also, I am sure John does not know desperate attempt to over-stylise a John Abraham is a really good idea corny,” he adds. why he is a part of the film.” bike commercial. as he is a well known motorcy- Arun Raman, senior vice-presi- [email protected]
26 afaqs! Reporter, October 16-31, 2010
ODOMOS Oil on Troubled Waters Dabur launched a BTL activity in UP reaching almost 80,000 people, to promote Odomos oil. By Poojya Trivedi
osquitoes have become a menace and to educating about the mosquito related problem and counter the problem, various remedies to gain market share by highlighting the various Mare currently in use - from repellent ill effects of the cheap oils available in the market. sprays and coils to creams and oils. However, the “The concept had to be educative and interac- mosquito repellent oil category is unorganised tive, touching the heart of the rural audience and and largely dominated by local products. Entering allowing them to participate actively,” says Ambika this segment is Dabur, with its flagship mos- Sharma, COO, Jagran Solutions. quito repellent brand, Odomos. This summer, The objective of the campaign was four fold. the healthcare company rolled out the mosquito First, to educate the rural population about the repellent oil under the brand name Odomos Oil, various mosquito-borne diseases and their preven- to provide rural consumers better safety from tion. Secondly, to educate the audience about the mosquito borne diseases at an affordable price. danger caused by cheap products available in the To strengthen the brand presence in rural areas, category. Thirdly, to establish Odomos Oil as the the company rolled out campaign called Machhar most trusted brand for the cause and finally, to Mukti Abhiyan in UP. The campaign was aimed at induce brand trial and purchase. educating the rural population about the various To achieve the objectives, the agency used flip mosquito generated diseases and their prevention. charts to highlight facts such as death caused by The campaign aims to reach more than 1.20 mosquito borne diseases, details and symptoms of lakh people in 232 villages in two phases. The these diseases, how to prevent these diseases and districts it aims to cover are Allahabad, Varanasi, how Odomos Oil can help. These flip charts were Muzaffarnagar, Meerut, Saharanpur, Ghaziabad, used during the activity, which was spread over Bulandshaher, Aligarh, Bijnor, Moradabad, primary health centres, Asha Didis (health work- Rampur, Bareilly, Kanpur, Farukhabad, Itawa, ers), haats, street plays and movie screenings. Agra, Jhansi, Lucknow, Shahjahanpur, Faizabad Various primary health centres were set up in and Gorakhpur. The campaign is managed by the the villages, where people could get more infor- activation agency, Jagran Solutions. mation on mosquito borne diseases and their In its first phase, which began on August 29 cure. This was supported by health workers, who and ended on October 3, it reached about 101 vil- The campaign aims to gathered the women of the village and educated lages in UP, interacting with almost 80,000 people. them on the ill effects of using home remedies to Districts covered in the activity include Meerut, reach more than 1.20 lakh cure mosquito borne diseases and further tell them Muzaffarnagar, Saharanpur, Bijnor, Moradabad, people in 232 villages in about the product. This activity was conducted in Rampur, Kanpur, Farukhabad and Etawah. The brief given to the agency emphasised on two phases. ! " >B>>
<< ! "$ C6 KS Chakravarthy aka Chax, NCD, “Why the same scrawny geek in Draftfcb Ulka says, “We have always both commercials? Couldn’t the used humour very successfully to exaggeration have been pushed fur- Power.... sell Amul Paneer. The new commer- ther to make the creatives stand out cials push the envelope further, with more? Also, I think the idea gets a bit deficiency has made him very weak. exaggerated stories of how the child confusing in the supermarket execu- In the first film, the child is vis- will grow up if he doesn’t eat Amul tion, because when I first saw the ibly worried on seeing the thin man Paneer everyday. Casting was thus spot, I thought it’s the kid’s strength fall as his shopping cart touches his critical. This is probably the begin- that knocks the guy over. In the rear. Similarly, in the second film, ning of a long and successful series.” waiting room execution, it’s clearer,
the man gets pushed back and forth FOTOCORP because the guy flies off the moment along a bench due to the gust of air DOES THE CAMPAIGN HAVE Chakravarthy: not too lean the fan is turned towards him,” he from a fan. The child’s mother then POWER? specifies. warns the child that not eating Amul hile industry experts appreci- Pops points out the confusion Nair adds that he is not entirely Paneer everyday would lead to poor Wate the positioning, they insist regarding the TG - moms or kids and sure that moms, who are at their health for him too and he would the creatives could have been better. says this confused targeting is appar- wits’ end trying to make sure that become like the weak man. Scared KV Sridhar aka Pops, NCD, Leo ent in the TVCs. He says, “The ad is their kids get proper nutrition, will of this prospect, the kid regards the Burnett India, is of the opinion that not convincing for either of the two find this humour acceptable. “If they benefits of paneer in a new light. the client had the right marketing TGs. They could have painted eating do, then it’s definitely a big change in The communication aims to strategy and idea but the advertis- paneer as something fun as against attitude,” Nair reasons. make mothers instantly connect to ing strategy went wrong. He finds drinking milk. Maybe this confusion He concludes that in this cat- this relatable portrayal of both the the creativity of the ad films poor has resulted in such poor creativity.” egory, a brand has to forge a really problem (their child’s poor health and humour not in good taste. “The Raj Nair, regional creative direc- deep connection, in order for a con- in the days ahead) and its solution thinking and strategy seem to be fine, tor, Mumbai and South, Contract sumer to pick it out of the plethora (Amul Paneer). as paneer is a value-added milk prod- Advertising thinks that the mes- of choices that are available today The creative brief given to the uct that yields good returns for the sage, paneer equals protein equals on supermarket shelves. “Will this agency was to convey the message client but the creative is bad. It looks strength is clear, simple and focused. execution do that? Perhaps the jury that paneer is the richest source of like a 1970s attempt at humour!” he However, he feels that the execution is still out on this,” Nair signs off. protein, especially for vegetarians. complains. lacks finesse. [email protected]
28 afaqs! Reporter, October 16-31, 2010
STARCOM MEDIAVEST GROUP Big, Bigger and Better? Paid search is slated to become bigger than display advertising. What do digital media experts think? By Kapil Ohri
f the digital ad spend forecast in the Global would be around Rs 815 crore (47 per cent “Currently, paid search could be about 35 Media Intelligence report by Starcom share);,while online display ad spends would be Rs per cent of total digital ad spends in India; while IMediaVest Group (SMG) and eMarketer (a 625 crore (36 per cent). majority of the digital ad spends (55 per cent) still digital marketing research firm) is to be believed, “In addition to India, in all markets that SMG belong to display advertising. The rest is divided paid search will surpass display ad spends this year has studied, search is growing faster than online between mobile and social media marketing. This in India. display and is actually significantly larger in the scenario will not change this year; it may take a few By the end of 2010, the total digital ad spends total digital ad spend pie,” points out Pushkar more years for that to happen in India,” says MP - including display, search, mobile and social Sane, chief digital officer, north and south Asia, Singh, media group head, Lintas Media Group. marketing - in India are expected Suresh Reddy, chairper- to reach Rs 1,021 crore. Of that, son and chief executive officer, paid search spends would con- Ybrant Digital, believes that dis- tribute about Rs 470 crore (46 per play advertising will continue to cent share), while display adver- dominate for some more time. tising spends would be about Rs “Large traditional advertisers, who 420 crore (41 per cent). Mobile are in the mode of experimenting marketing and social media adver- with the digital medium, usually tising spends could be around Rs allocate their first major chunk 124 crore and Rs 9 crore, respec- of money on display advertising, tively, this year, as per SMG’s while paid search marketing gets a estimates. lower share of spends. The prediction is based on (Left) Sane, Singh, Reddy and Rajnish: betting big bucks However, Rajnish R, co-found- interactions with digital media er, Althea Systems says, “SMG’s owners and advertisers. In the report, paid search estimation seems valid, and search will overtake comprises text ads - served on the pay-per-click By 2010, paid search display this year. A lot of small advertisers, who (PPC) model - on the search results pages of spends are expected to con- market their products and services through search various search engines and the Google content engines do not get noticed or counted by media network. Banner, video, rich-media ads and dis- tribute about 46 per cent of planners, who roughly estimate the total digital ad play ads served via Google content network are spends based on corporate spending.” segmented under display advertising. Mobile the total digital ad spends. He believes that dominance of both search and advertising includes SMS marketing, mobile ban- display advertising may get challenged by social ner ads and branded mobile applications. Branded Starcom MediaVest Group. media. social media applications, games and social ads are He adds, “We predict that very few brand cam- “Social media will eat away the share of search considered under social media advertising. paigns in the future will go live without a search engine marketing platform (Google), because Interestingly, the forecast states that the gap component. Additionally, marketers in India now online minutes spent on social media sites would between paid search and display advertising would understand that their consumers are searching on be much more than the time spent on searching. widen further. Paid search spends are expected to a 24x7 basis and hence, many of them are taking an Social media has made display advertising almost grow at a rate of more than 45 per cent, as com- ‘always on’ approach to search.” self-serve. This allows the advertiser to use Google pared to 20 per cent growth in display ad spends in Though SMG expects that paid search market- analytics data to track the funnel down to conver- the next two years. ing spends will outdo display advertising this year, sion and change campaigns very quickly,” adds By 2012, the total digital ad spends may reach various digital media planners and professionals Rajesh. around Rs 1,714 crore. Of this, paid search spends have different views on this. [email protected]
<< ! "$ CB Ramanuj Shastry, national crea- “The ad coincided beautifully is that people are more likely to say, tive director, Saatchi & Saatchi finds with the festival of Ganpati. At the ‘that jumping elephant ad’ rather Champion... the ad adorable and a memorable moment, we’re all very pro-elephant. than ‘that neat Zuari Cement ad’,” rendition in an otherwise boring cat- In India, the elephant stands for so he says. few years now. For the first phase of egory. much, it’s more than just an animal - “The concept is disruptive but the campaign, this mix is sufficient “The choice of animal is great and this is why using it in this campaign it tends to disrupt by confusion. to penetrate the target group,” adds it has been used endearingly. Using was a good communication move,” The trampoline comes out looking Srivastava. an elephant in this category makes he adds. better than the cement pillars it’s In 1996, Zuari Cement was sense as the animal is an established Elvis Sequeira, vice-president attached to - so it’s a very tenuous launched at Yerraguntla, Andhra symbol of strength,” he quips. He and executive creative director, JWT demonstration of strength,” Sequeira Pradesh with a single unit of 0.5 mil- recalls how Fevicol used it in the past India, is of the opinion that the exe- complains. lion tons, which grew to 3.5 million and expresses that Zuari Cement has cution is bound to lead to ad recall However, he agrees that it is hard tons in 2009 after the acquisition of also used it in a unique manner. more than brand recall. “My feeling to innovate while delivering commu- Sri Vishnu Cement. In 2010, 2.5 mil- nication in a category marred with lion tons were added. It then grew to the clichéd proposition of strength. become a big player in South India. The target group for the campaign com- “I give the client and the agency credit for at least trying something THE WEIGHTAGE OF A prises individuals aged 25 years or more different. What else are you going CAMPAIGN and typically includes all participants in to say about cement - that it’s good he campaign elicits mixed reac- looking?” he thinks aloud. Ttions from industry experts. the home-building network. [email protected]
30 afaqs! Reporter, October 16-31, 2010
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Of ideas and accidents KAUSHIK CHAKRAVORTY
S Chakravathy’s (Chax) has been “a most unplanned journey”. He has believed that one should do the fun thing. “What is there to fear?” he asks Kas he lists out his defining moments. STARTING OUT Every decision has either been a lucky accident or felt like a good idea then. After joining Clarion (now Bates 141), I just followed my impulse. There was no great thought or great planning. This was in 1980. Hindustan Thomson Associates (now JWT India) followed. My first important decision was moving out of HTA to Enterprise along with K V Sridhar (Pops), who is now NCD Leo Burnett. . Pops and I thought we were too young to do this job and decided to join Enterprise, which had just set up office in Bangalore. We wanted to go back to the basics and actually do creative work. We did not want to run a department. Enterprise, led by Mohammed Khan, attracted us. Khan was a legend. He was the absolute God of Indian adver- tising. I do not think I would have gone ahead by myself to join Enterprise. But the thought of working with Khan was something I looked forward to. He was absolutely passionate about doing his work and that gave hope. Next stop was Chaitra (now Leo Burnett). We literally built the agency into a respected and hot one with big clients. Its creative repu- tation went through the roof. The agency was something we really believed was ours. We took a lot of pride in it.
AFTER LEO BURNETT When I wanted to get into filmmaking I was egged on – by Pops and R Balakrishnan of Lowe – and thus came Persistence of Vision, my pro- duction house. Filmmaking was a nice way out to not be disloyal to Leo Burnett. Moving to another agency would have appeared so. I had great fun in the first two years. By the third year, it had become a little limiting in the sense that I started missing advertising and the larger picture. Funnily enough, what I missed most were the pitches - and the sheer adrenaline of pitching.
ENTER, EXIT AND ENTER AGAIN It was back to advertising with Rediffusion which had the Airtel account. I went through three different clients with Airtel and I had a great equation with all of them. A three-year break with screenplays and freelance work made me realise that filmmaking was best suited to those, who could excercise patience. In 2008, it was back to the ad world and DraftFCB Ulka. The thing with Ulka was that it never had a national creative director in the real sense. It had been run by strong management or planning people. I told M G Parameswaran (Amby) who was my senior in school: “You guys are weird. You don’t believe in creative.” He said, ‘You are scary! You do not stay in one place for two years and here we have been around for around 20.’ What I liked about Ulka was the honesty, purpose and responsibility. In this weird world of scams and crap, it is an island of sanity. As told to Biprorshee Das
32 afaqs! Reporter, October 16-31, 2010
New and notable campaigns across television, print, out-of-home and digital media TELEVISION
CADBURY CELEBRATIONS BINGO! MAD ANGLES AIRTEL Part of Celebrations’ Diwali campaign - Iss Diwali Aap Kise The ad is a funny take on the Indian tendency of seeking The commercial attempts to enhance Airtel’s penetration in Khush Karengey? Kuch Mithaas Ho Jaaye - the film a part of a answers from experts. The setting of the ad is a television the rural market. The film featuring actors Shreyas Talpade series weaves a story around a grumpy old man and a young show in which a direction expert, the Compass Baba answers and Rajpal Yadav show how a mobile connection could help man and how the latter springs a happy surprise. all direction related questions. one become successful.
Creative Agency: Rediffusion Y&R Creative Agency: Contract Advertising Creative Agency: Ogilvy Bengaluru Creative Team: Minakshi Achan, Jaideep Mahajan, Creative Team: Raj Nair, Kapil Sawant and Revati S Senior Creative Director: Vipul Thakkar Montoo Bassi and Gurdish Padam Film Director: Vinil Mathew Film Director: Ayyappa Film Director: Shoojit Sircar Production House: Footcandles Production House: Footcandles Production House: Rising Sun PRINT
TIMES OF INDIA The creative is for the Times Bandra Festival held in Mumbai. The creative through a colourful illustration talks about the festival and the schedule of events. GUJARAT COOPERATIVE MILK MITSUBISHI MARKETING FEDERATION The ad for Mitsubishi’s super utility vehicle, Outlander says Creative Agency: Typical of Amul, the creative through the illustration takes a how the car is the best option to make a style statement Taproot India potshot at the recent Commonwealth Games stadium bridge this festive season. Creative Heads: collapse. Creative Agency: Contract Advertising Agnello Dias and Santosh Padhi Regional Creative Director: Raj Nair Copywriter: Kaushik Iyer Creative Agency: DaCunha Communications Copywriter: Srreram Athray, Lalitha Vaidyanath Art: Alekh K Creative Director: Rahul DaCunha Art: Pandiyan Kannusamy Copywriter: Manish Jhaveri Illustrator: Jayant Rane OOH DIGITAL
DOORDARSHAN SONY ENTERTAINMENT International Techno Media tied up with Doordarshan to BIAL TELEVISION beam the Commonwealth Games events live on 11 outdoor The banner redirects one to SmileBengaluru.com, where he/ As the fourth season of Kaun Banega Crorepati kicks off video screens and also got several advertisers on board. she can submit ideas on the type of facilities that they would on October 11 with Amitabh Bachchan as its host, SET has OOH Agency: ITM, Delhi like at Bengaluru International Airport’s Terminal 1. rolled out an eye-catching 21-day outdoor campaign in 15 Exposure: Delhi NCR cities. Creative Agency: Meridian Communication OOH Agency: Media Circle Exposure: Rediff.com, TimesofIndia.com and Exposure: Metros and mini metros Deccanherald.com
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
34 afaqs! Reporter, October 16-31, 2010
R The Flying Logo Presenting afaqs blogs: get insights and fun picks from our renowned panel.
t is not everyday you get an opportunity to launch represent modern India. an airline and not everyday you get to design an I started with a flying aircraft’s tail and then added airline logo. sun, used the speed lines and eliminated the tail to sym- Jet Airways was the first baby born out of 1991 bolise the flight, I was left with the sun and the speed Ieconomical liberalisation in India. No one at the agency lines, which I have used graphically to depict the flight Lowe (Lintas then) had believed that a private airline is and compress the circular sun to an oval and angled it. going to be launched in India, when we got the assign- What I got was an angled, oval sun with speed lines. ment some time in June-July 1992. This was one of the three logos I presented, others My copy partner K S Chakravarthy aka Chax walked were simple geometrical shapes. I fell in love with this to me and said, “So, you are going to launch the young- sun with speed lines and pushed my partner and other est and the newest airline in the country (last airline teams members to support and they they all did. Chax launched was Air-India by JRD Tata before Indian called this indescribable logo as ‘Flying Sun. independence) and we are going to get briefed in about Naresh and his team liked the simplicity and we two hours time.” I brushed it off as one more job and found a creative supporter in one of Jet Airways director FOTOCORP KV SRIDHAR indeed when the briefing by the client Naresh Goyal Javed Akhtar who supported what Chax and me liked The author is national creative director and his team had happened, I started to take this so and later he told us with a hidden smile that he liked the of Leo Burnett, India. called air-taxi operation seriously. symbol but he saw a ‘fetus image’. It was not easy for an art-director like me, who barely In the logo , I still try to see a curled-up fetus sleeping traveled abroad to understand and experience the finer in mothers womb. Months later when the first aircraft aspects of the business, Naresh was clear that he wanted arrived from Ansett Australia, Javed saheb with a grin to build the best airline in the world, he had the vision says “Good. Your fetus turned into a healthy baby.” I to fly international one day and compete with Singapore admire him for his support and his sense of humour. Airlines and British Airways. I did not know where to Reverse logo is still a mystery to many. When I fin- begin with Naresh’s world-class vision. I walked up to ished art-working the logo and the plane graphics to the specifications, I did not know what to do to the other side of the tail, unlike symmetrical logos my logo has speed lines on the tail adding direction, If I repoduce the logo the same way on the other side, than the direction will not work. It will look bad as the speed lines point inward rather than outward. I had to take a tough call to reverse the logo to keep the speed lines and direction outward. No one knew I started with a what I did except Chax, my partner. flying aircraft’s When the first aircraft landed for the inauguration at the Mumbai airport, all the guests including JRD tail and then Tata and then chief minister Sharad Pawar were eagerly the account manager Deepak Malik and ask him to get waiting for the plane and the plane landed exposing the added sun, used me all international airline logos. other side of the aircraft’s tail. I was waiting for Naresh Next day, Deepak dumped an IATA member’s guide to catch my throat for painting the logo reverse, fortu- the speed lines on my desk. There were details of all member airlines, nately that never happened and no one ever asked me and eliminated the after studying the logos and ownership details, I came why the logo is reverse on the tail. to the conclusion that majority of the airlines are state Incidentally Naresh always introduces me to others tail to symbolise owned and use the state colors therefore all are primary as the man who painted his plane. colors, my first task was to create a non-state owned For time being let me put my tail between my legs the flight. symbol which should be relevant to flying and must and rest my case.
<< ! "$ C, near the kiosks, which were visible audience was asked to apply Odomos the cream,” says says Rama Dhamija, from a distance of a kilometre. Oil and watch the movie. Also, in brand head, Odomos, Dabur India. Giving... To make the interaction fun and between the movies, ads of Odmos The product is targeted at users exciting, nukkad nataks (street plays) Oil were inserted at intervals of 30 of coil and local mosquito repellent 47 villages. were organised. Through the play, minutes for four-five times, for fur- oils in the rural areas. Odomos Oil To mark the brand’s presence the ill effects of local oil and the safe ther recall and influence. has been competitively priced so that in the haats, the agency used dhols features of Odomos Oil were shown. The market in the category is it becomes affordable for rural con- and nagadas to make announce- To sample the product, the agen- dominated by cheap variants and sumers. The creams in the category ments. People carrying these drums cy screened movies in the evening in local products with lots of ill effects. cost almost 50 per cent more than roamed the entire haat and brought open areas - when density of mos- “The reasoning behind launching the oils. A 40 ml bottle of Odomos Oil the consumers to the kiosk area. The quitoes is high. The movies were was that oil costs comparatively less costs `17, whereas a 50 mg pack of presence was further escalated by screened for 130 days in 130 villages. than a cream. Also, per application Odomos Cream costs `30. 15’X6’ replica of the bottle, placed During these screening sessions, the usage of the oil is low compared to [email protected]
36 afaqs! Reporter, October 16-31, 2010
however, these films began banking on the steamier - or seamier - side. In the process, local cinema lost touch with the urban population of the region, who wanted clean, up-market products. They migrated en masse to Hindi and English entertainment. It was this fact that gave P K Tewari, chairman and managing director of Mahuaa TV the idea of coming up with an exclusive Bhojpuri channel in 2008. Tewari stuck to two things - draw in the urban audience and have something for everyone.
MAHUAA MAGIC ewari’s un-researched gamble paid off. Even Tthough it didn’t create the ‘ripples’ he was expecting, media analysts say that the channel did raise a few interested eyebrows. Many shows on Hindi GECs - which till then had a tilt towards a Gujarati, Marathi and Rajasthani family setting - looked at Bhojpuri content with new respect. Mahuaa made a smart move before it launched.
TIFFIN BOX It went ahead and quietly acquired the television rights for 150 Bhojpuri movies for just Rs 1.5-2 lakh each. Post the launch, the price of these movies is estimated to have gone up to Rs 30 lakh. “What will you show on a Bhojpuri channel if not local cinema, which is so popular?” asks Tewari. Avijit Ghosh, the author of Cinema Bhojpuri, states that the arrival of Mahuaa TV was no accident. “Its entry is directly linked to the re-emergence of the Bhojpuri film industry with super hits like THE RIVAL Sasura Bada Paisewala in 2004, Panditji Batain Naa Biyaah Kab Hoi (2005) and Nirahua Rickshawala (2007),” he points out. Mahuaa TV started with six to eight hours of original programming and its flagship show was Bahubali produced by Prakash Jha. The show, which was in Hindi with a Bhojpuri twang, ran WITHIN for 142 episodes. That, say many, changed the fate of the channel. “The serial had neatly etched Bhojpuri channels are busy trying to find their characters and a very tight script. It, I think, helped feet in a market that is dominated by big brother Hindi. Are Mahuaa become a talking point in the Bhojpuri- speaking region,” reminisces Ghosh. advertisers taking note? By Sumantha Rathore Other shows followed and Mahuaa became the toast of the Bhojpuri belt – and beyond. At the same time, Hindi GECs suddenly felt the need to ere’s a loaded question: Can Bhojpuri showcase one or two shows based on Bihari culture. television channels split the Hindi Shows such as Agle Janam Mohe Bitiya Hi Kijjo and GEC market? Bhagyavidhata on Zee TV and Colors followed. Two years ago, that query would Hhave invited a sneer and comments about the sanity PROOF OF THE PUDDING of the questioner before being dismissed summarily. o TV channel worth its salt would want to Even today it may sound a bit preposterous, but the Nmake claims without a measurement tool to response might be measured. Rephrase that to - ‘Is back its efforts and claims or if it has not inspired Bhojpuri creating a space and getting noticed?’ - and others to compete with it. Mahuaa’s launch was you might get a different answer. afaqs! Reporter followed by Hamar TV (2009) and Maurya TV examines what has changed. (2010). Today, the other channels in the dialect include Purva TV, Magik TV, Sangeet Bhojpuri THE ACCENT THICKENS and Mahuaa News. efore Amitabh Bachchan (in Don, 1978) played TAM Media Research started measuring and Ba Bhojpuri-accented innocent exposed to the tracking Bihar in 2009. “Implementation-related world of Bombay, Indian movies had a smattering issues resulted in the delay,” says L V Krishnan, of Bhojpuri going back to the ’50s. It was Bachchan, SUSHIL KUMAR CEO, TAM Media Research, adding, “advertisers probably, who made this local dialect of eastern are showing interest in this market and Bhojpuri Uttar Pradesh and western Bihar, ‘popular’ and “Advertisers are not ready to channels are becoming an important medium for went on to play more Bhojpuri characters in his give us the money we command those looking at reaching this as the primary market. films. The recent Salman Khan hit, Dabangg, too Hence the demand for metering has increased from used the lingo extensively. though a large chunk of our the advertisers.” Cinema has been the main attraction for the viewership comes from So, who watches a Bhojpuri channel? According Bhojpuri audience for long. Between 1962 and to TAM, the male-female viewership is more or 2003, 200 Bhojpuri films were released. But since Delhi, Mumbai and Kolkata.” less equal (4+ years). According to the economic 2004, about 350 films have been made. And most of P K TEWARI classification, SEC B commands the maximum these were runaway hits in the region. Increasingly, share with 41.8 per cent, followed by SEC A
40 afaqs! Reporter, October 16-31, 2010
contributing 29.3 per cent of the viewership. SEC don’t treat them at par with the Hindi channels. D and E account for 13.9 per cent and SEC C for “Advertisers are not ready to give us the money we 13 per cent of the viewership. command. We have large chunk of our viewership “There has been an improvement in the coming from Delhi, Mumbai and Kolkata and these packaging of Bhojpuri content,” says Manas Mishra, are the markets where our channel does not even executive vice-president and country head, Mudra have a distribution. Things will only change when Connext. He points out that in December 2009, TAM recognises this and increases the weightage to Mahuaa’s total viewership in Bihar was neck-to- this belt. Till then we have to struggle.” neck with that of second-rung Hindi GECs. “There are 240 million Bhojpuri-speaking people. So far, THE FIGHT FOR ADVERTISING there wasn’t too much entertainment for them, n the past, Bengali and Marathi channels have except for some local cable channels,” he explains. Iwitnessed success by attracting viewers and But even in UP and Bihar, Bhojpuri is not in a gaining advertisers. Bhojpuri can replicate that, to position to offer an advertiser reach beyond 60-70 a certain extent. Despite the overwhelming shadow per cent, which Hindi can. of Hindi, they can tap local advertising. First-time advertisers, who otherwise could not have afforded REALITY CHECK to advertise on TV earlier because of huge wastage xperts point out that if Bhojpuri channels “The audience in small towns and unaffordability, are obvious targets. But it won’t Ewant to grow their viewership base and retain is made up of the families of be so easy. the audience, they need to produce high quality “The growth for Bhojpuri channels,” says programmes. That could bring in more of the traders, lawyers, government Krishnan of TAM, “will come from the local upper strata and youth into the fold. Reality shows officers and clerks, rich farmers advertisers who are beginning to realise the are the flavour of the season for Bhojpuri channels importance of these channels while reaching the and get a good price too. A 10-second ad spot rate and small-corporate executives.” local population.” Tewari says that local advertisers for a reality show is as high as Rs 15,000. On the AVIJIT GHOSH in the region don’t have the money. They contribute less than 10 per cent of Mahuaa’s advertising revenues. He adds that there has been an increase of 60 per cent in advertising revenue of Mahuaa since its launch, thanks to the national advertisers. In fact, quite a few national advertisers have started dubbing their advertisements in Bhojpuri to have a better connect with the audience. Mahuaa is hopeful that its turnover will cross Rs 100 crore mark. According to TAM, there are over 300 advertisers (April-September) on Mahuaa during prime time. The total revenue potential of Bhojpuri channels is pegged to be in the range of about Rs 100 crore. Up until now, the channels have tapped around Rs 50-60 crore. It is the national advertisers that consume three-fourths of the airtime.
WHAT NOW? Sur Sangram: reality shows are the flavour of the season for Bhojpuri channel here is hope among the players. Tewari, for Tinstance, is of the opinion that the trend that will dominate the Hindi speaking markets in future other hand, fiction commands anything in the range cent; Hindi movies, 20.5 per cent; kids, 6.6 per will be a healthy mix of Bhojpuri and Hindi. “Earlier of Rs 700-1,000 while news channels get between cent and Hindi news 4.6 per cent (Source: TAM the Hindi GECs focused on Gujarati families and Rs 200 and Rs 600. Peoplemeter System, All India, CS 4+ yrs, from their culture, then it shifted to Rajasthan and now it For the Bhojpuri channels, there is a sizeable January to September 2010). The share of Bhojpuri is shifting towards UP and Bihar,” he says. overlap in the cinema watchers and television channels in the total TV viewing pie is a mere 0.21 Satyanarayana predicts that Bhojpuri channels audience. Tewari feels that one of the major per cent for the same period, with only English could split Hindi GEC market in Bihar and eastern problems facing Bhojpuri channels is that the business news, Hindi business news and English UP “to some extent”. The parallels are there ‘language’ has no official recognition. “Till then, entertainment channels behind it. Even Punjabi and in Marathi and Bengali channels. “But Bhojpuri advertisers won’t start taking cognizance,” he says. Gujarati channels, although they are way behind channels cannot become primary channels and Another factor is that Bhojpuri is not taught in other regional channels like Bengali and Marathi dominate viewership in these markets,” he says. The schools nor ha it gained the status of a language like (in the Hindi speaking markets) have genre shares other factor is that unlike the Marathi, Bengali or Maithili. The latter gained the status of a language of 0.53 and 0.34 per cent, respectively. southern audiences, most of the Bhojpuri speaking in 2003. There are no Bhojpuri newspapers that people who have migrated and live in the middle connect the Bhojpuri-speaking population in FROM FILMS TO TV class localities of Delhi, Kolkata and Mumbai, India although there are a few Bhojpuri magazines he decline of cinema viewing in the Bhojpuri prefer Hindi and English channels. published from UP, Bihar, West Bengal and Assam. Tregion coincided with the arrival of DTH, It is the middle-class in the towns of Bihar and K Satyanarayana, vice president and especially DD Direct. That affected the business Uttar Pradesh and the lower middle-class migrants communication partner, Media Direction, a of single-screen theatres in the kasbahs. Every who have a strong association with the community specialist media services group of R K Swamy village had five to 10 dish antennas. “It is this family and the language. The big question: is that enough BBDO, says that Bhojpuri channels - particularly audience that both Bhojpuri and Hindi GECs are for a channel to profit and prosper? Mahuaa - have got some new viewers besides trying to woo. It is an audience made up of the [email protected] nibbling into the share of Hindi GECs. This is families of traders, lawyers, government officers particularly high in Bihar than in UP. and clerks, rich farmers small corporate executives This story is based on additional interviews with: In Bihar, the genre share of Bhojpuri channels - and other professions that makes for small-town Amin Lakhani, head (exchange), Mindshare India, is 3.1 per cent (apart from this, a sizeable chunk of India’s middle-class,” points out Ghosh. Chetan Ahuja, media director, Media Direction the viewership comes from UP, Delhi, Mumbai The major challenge faced by the Bhojpuri and Sriram Sharma, general manager (Bengaluru), and Kolkata). Hindi GECs command 43.9 per channels, believes Tewari, is that the advertisers Starcom India.
afaqs! Reporter, October 16-31, 2010 41 SMIRNOFF LIME Scent of a Beverage Smirnoff tries a fragrant sales technique at wine shops in Mumbai and Ben- galuru to promote the new vodka range - Smirnoff Lime. By Surina Sayal
hile walking through a mall, all kinds of Smirnoff Lime’s burst of freshness, with the perfumes envelope a shopper - luring taste of fresh green rind of lime, comes with a Whim or her to buy. It’s not unusual to great flavour and fragrance. Therefore, to establish see representatives spray these perfume testers to connect with consumers, the ideal way would be entice customers to buy into fragrances by smell- to taste or smell it. As tasting or sampling was not ing the paper strips. What is unusual, though, is a possible at retail stores, the agency thought of a similar sales technique at a wine shop! spray in order to address the smell part of it. The vodka-brand Smirnoff, from the alcoholic Research shows that 70-75 per cent of what we beverages company Diageo, recently launched its perceive as taste actually comes from our sense of Lime variant in the Indian market. The brand is smell. Based on this premise, the design agency already available in flavours such as Vanilla, Green smelled an opportunity and came up with a simple Apple, Citrus and Raspberry in India. However, to yet innovative and effective idea. “We designed a be heard in a loud, cluttered market - particularly unique flavour spray tester mounted on a 180ml one that doesn’t permit mass advertising for alco- bottle. A promotion person sprayed the flavour holic beverages - the brand faced a few hurdles. on a tester card and a customer could smell it The brand decided to and instantly decide if he liked the flavour,” bring on board the Pune- says Chandrashekhar Badve, director, strategy and based design consultant, marketing, Lokusdesign. Lokusdesign. The brand Also, as the consumer had gone to the liquor “We have shortened the traditional buying and and the agency realised that shop with a purchase intention, this flavour testing sales cycle, which involves tasting the product first the lime variant could be resulted in faster decision and instant sales. on-premise (clubs, bars) and then, may be, buying a blockbuster after initial it off-premise (wine shop) a few days later. This is trials. However, the chal- a lengthy process and consumers may forget the lenge was to induce trials as A flavour-spray tester was product or promotion which is directly linked to consumers could not experi- mounted on a bottle gradual sales,” Badve says. ence the flavour at the shops This idea has been successfully launched (since regulations prohibit which a consumer could and is currently under IPR registration process. bottles to be opened at retail outlets). smell and decide. ! " :B>>
HPCL A Lesson on Safety Suraksha Sanchetana Abhiyaan covers 408 villagesvillages aandnd reaches 30 million people. By Poojya Trivedii
PG, while being a popular million people. cooking fuel, is also one of the Rohit Mago, Lleading reasons for accidents brand manager, in households. This is mostly due to LPG, HP Gas, the lack of knowledge of LPG users says, “LPG pen-- about safety measures. etration in thesese According to the 2001 census, areas is improving.ving. Suraksha SSanchetana Abhiyaan: education on safe usage of LPG 17.5 per cent or 33.6 million Indian Therefore, there is a need to educate households used LPG as cooking these customers on safe usage of and the safety measures and precau- skits in high footfall areas such as bus fuel in 2001. In urban areas, 47.96 per LPG, to avoid accidents.” tions that need to be taken while stops, mandis or market places. Also, cent households use LPG. However, The activity is being managed handling gas stoves and cylinders. 11 canters are being used for the this number significantly drops in across India by Dialect, a below-the- The skit involves local artists and is activity, which will cover 408 villages rural areas, where only 5.76 per cent line arm of GroupM. “The objective performed in local languages. and towns. of the households use LPG. of the event is to promote the safety The skit shows the safety meas- Promotions for the initiative To tap this market and tackle the measures and precautions required ures that can be taken in a typical are being done through traditional problem of safety, the LPG division while using gas stoves and cylinders house. It also informs about the steps media. In 70 major cities, the agency of Hindustan Petroleum Corporation in the villages,” says Dharit Parikh, to take in case of a leakage, the sort has tied up with five major radio Limited (HPCL) has launched group head, Dialect. of clothes to wear while cooking, the channels that are promoting the ini- Suraksha Sanchetana Abhiyaan to talk As a part of the initiative, a skit maintenance of the cooking stoves tiative and in other towns, it is being to people in 408 small towns and called Chhoti Chhoti Baatein is per- and other precautionary measures to promoted through print ads in local villages. Through the initiative, the formed to educate villagers, especially ensure safety in dealing with LPG. newspapers. company aims to engage about 30 housewives, on how to use LPG gas The agency is conducting these [email protected]
42 afaqs! Reporter, October 16-31, 2010
SPECIAL INVESTMENT REGIONS
India’s textiles and clothing industry is one of the mainstays of the national economy. Gujarat’s textile industry has a major contribution to that.
extile industry in Gujarat with an integrated approach for and 17 per cent to India’s export R % ' has a unique position the over all development of tex- earnings. It provides direct Gujarat as a state received Tas a self-reliant indus- tile industry in Gujarat. employment to over 35 million largest number of industrial try, from the production of raw According to the state Industrial people, second largest after development proposals in last materials to spinning fabric and !!" agriculture. $ garments, the industry has a institutions promoted by public India’s textiles and clothing # ' - # industry is one of the mainstays appeared as the most-preferred ing economy of the state. $ of national economy. Textiles investment destination in India Gujarat is the leading textile of textile and apparel industries, is one of the largest contribut- !!"*+! state in India. It contributes more which propose to set up apparel ing sectors of India’s exports to industry body ASSOCHAM. than 33 per cent of mill-made training facilities, will be provided worldwide. Indian textile indus- Gujarat emerged as the lead- fabric and 25 per cent of power- assistance up to 85 per cent, try accounts for 14 per cent of # loom fabric of the country. Textile with ceiling of maximum of `3 industrial production, employs Maharashtra, Orissa, Andhra also accounts for about 21 per crore, of the project cost cover- 35 million people and accounts / cent of total employment in the % # for nearly 12 per cent share of becoming preferred investment industrial sector of the state. building, equipment and machin- destinations and in attracting Considering the huge poten- ery (including installation cost), Gujarat contributes 52.42 per cent of total invest- tial the sector offers both in terms ment of `1,04,93,602 crore for of investment and employment other miscellaneous investment over 33 per cent 20 states till March this year. generation, the government of required for setting up training of the mill-made Gujarat is one of the lead- Gujarat intends to promote entire facilities, excluding land cost. fabric and 25 per ing industrial states of India textile value chain from farm The Indian textiles industry and vigorous efforts are being has an overwhelming presence cent of power-loom trade. The state has identi- in the economic life of our coun- fabric in India. try. Apart from providing one of the basic necessities of life, the INDUSTRIAL INVESTMENT PROPOSAL (1991-2009) carpeting as the missing gaps in textiles industry plays a pivotal whole value chain. role through its contribution to the industrial output, employ- Chhattisgarh - ment generation and the export Orissa el and machine carpeting both earnings of the country. Gujarat for domestic and international The sector currently contrib- Maharashtra utes about 14 per cent to the Andhra Pradesh 2009 provides for extending sup- industrial production, 4 per cent Karnataka port to promote all these sectors to the gross domestic product Jharkhand Madhya Pradesh Gujarat received largest number West Bengal of industrial development Tamil Nadu proposals in last two decades, Uttar Pradesh Others reflecting sustained investor confidence. Source: Central Statistics Organisation
44 afaqs! Reporter, October 16-31, 2010
GUJARAT’S SHARE IN INDIA national and internation- ; al investors. Identification districts of the state, is consid- Population 5% and development of Special ered as the textile hub of India Economic Zones (SEZs) as one for manufacturing world-class Geographical Area 6% of the important focus sectors is synthetic fabrics. According to part of the continued endeavours ASSOCHAM, it can also become No. of Factories 10% to promote and develop Gujarat a nerve-centre for various other Net Manufacturing Value 12% as one of the principal industrial sectors such as embroidery, states. chemical industries, engineering, Value of Output 16% Since 1960, the state has suc- logistics and petrochemicals. Fixed Capital Investment 17% ceeded in widening its industrial Textile sector is the second base. At the time of its inception, most crucial industry of Surat, Exports 22% the industrial development in the after the diamond processing Source: Socio-economic Review Gujarat 2009-10 SECTORAL CONTRIBUTION OF THE SECONDARY SECTOR Surat produces nearly 30 million meters
45 of raw fabric and 25 million meters 40 of processed fabric daily. 35 Textile industries in Surat pro- India, and other Asian countries. 30 duce nearly 30 million meters of Around 90 per cent of polyester 25 raw fabric and 25 million meters used in India comes from Surat. 20 of processed fabric on a daily The Middle East also comprise 15 basis. ; R 10 “Surat’s daily production of textile products. 5 fabric is three crore meters. There 0 # +=! Gujarat Jharkhand Tamil Chhattisgarh Maharashtra Rajasthan Haryana Karnataka Madhya Nadu Pradesh * - Source: Central Statistics Organisation ing over 50,000 merchants or traders. The average daily $ export oriented industry and has transaction is `100-110 major cities namely Ahmedabad, huge potential to attract large crores and the yearly trans- : ; < investments. The textile industry action is `30,000-35,000 some isolated locations such as employs around 700,000 people P Mithapur and Valsad. Today, and accounts for 18 per cent of the Textile Association’s almost all the districts of the # % * Ahmedabad unit. state have witnessed industrial and 40 per cent of the production @ development in varying degree. of man-made fabric in India. Gujarat’s textile products are
The applicant needs to have good knowledge She/ He should have a Degree/ Advance Diploma I of Photoshop, InDesign, CorelDraw, Illustrator in Mass Communication, Business/ Marketing JOBSW TCH and other design related software’s. Over 5 years Management and at least 8 years of agency of experience is desired for the post of Senior experience in BTL field. Organization Name: Peppermint Designers and 2 – 5 years for Junior Designers. Email: [email protected] Communications Email: [email protected] ...... Position: Senior Graphic Designer / Visualizer ...... Organization Name: Gauge advertising and Location: Mumbai Organization Name: Goldmine Advertising Marketing Private Limited. Profile: The candidate will be a part of the Limited Position: Art Director design team handling Brand Designs - Identities, Position: BTL Head Location: Delhi environment and communication. She/ He will Location: Mumbai Profile: Art Director should have relevant be responsible for conceptualizing and designing Profile: The successful candidate will experience of 4-5 years and excellent command visual communications, converting briefs into independently handle the BTL division and will over creative software including Corel Draw, relevant and effective ideas / concepts, effective be responsible for supervising, managing and Photoshop, Ilustrator, indesign, flash and HTML. visual translation of ideas and executing ideas coordinating all business, marketing, designing, Email: [email protected] into all forms of visual communication media. operational and technical aspects of BTL division......
f ! R t O t b 16 31 2010 45 CARTOON NETWORK The Phenomenon Continues The kids’ channel launched a series titled Ben 10: Ultimate Alien to celebrate the date 10.10.10. By Sangeeta Tanwar
artoon Network (CN) had put together a programming and marketing feast to cel- Cebrate a special date - October 10, 2010, or 10.10.10. To celebrate this troika of 10.10.10, the kids’ channel rolled out the third animated series, Ben 10: Ultimate Alien. CN has so far produced Ben 10 (original series) and Ben 10: Alien Force, besides two live-action television movies. Monica Tata, vice-president and deputy general manager - entertainment networks, South Asia, Turner International India, says, “Ben 10 is glob- Tata: Celebrating 10.10.10 ally aired in 160 countries. The animated series is with Ben 10 a big phenomenon everywhere. The date, 10.10.10 is an awesome combination, as it happens once in a available at retail chains, lifetime. The superhero Ben is now a 16-year-old like Lifestyle, Hypercity, teenager, so the series is more edgy and fun. “ Time Out, Hamleys and The channel plans to showcase the alien- Odyssey. The channel morphing boy hero by kicking off the Ben10 TV is also distributing Ben Marathon, beginning today. The marathon will 10 merchandise at 163 continue for a week. From October 15 onwards, McDonald’s outlets spread the channel will air the all-new episodes of Ben 10: across the country. Ultimate Alien, with encores on Saturday at 10 AM. The winners of the contest will get to see According to the company, on its website, kids On October 10, the channel planned a 10-hour a huge, watch-like device made by just using can enjoy the Ben 10 alien creator game, other roadblock by Cadbury, which has partnered with Cadbury Gems. In the series, Ben uses this device character-based games and masks that can be the channel for of off-air activities as well. (Ultimatrix) to switch between various alien enti- downloaded. The confectionery brand tied-up with the ties. The structure was displayed at Inorbit Mall in She also shares that the coming weeks will see channel, as part of on-pack promotions and con- Mumbai on October 10. CN going big on outdoor innovation in Mumbai, test. The contest provided 20 lucky kids a chance CN, along with the toy-maker Bandai, has also with life-size characters on display alongside CN to be part of the unveiling of the new toy-device, launched a series of Ben 10 toys for kids. The kiosks. which superhero Ben uses in the new series. toys are priced between `400 and `1800 and are [email protected]
ECO-ACTIVATE Outdoor-friendly Eco-friendly rickshaws run on battery and have an ad-space of about 180 sq ft. By Poojya Trivedi
reen Delhi and Clean Delhi tribution towards conserving the has long been the motto environment. Gof the Delhi government. The E-rick has a total advertising The Municipal Corporation of space of 180 sq ft, inside and outside Delhi (MCD), along with Eco- and as part of the CSR initiative, Activate and Vodafone, has rolled the company has branded the entire out E-rickshaws - a much awaited, fleet. “Partnering with this project battery powered and eco-friendly is our way of making a positive mode of transportation. contribution towards environment and Aurobindo Marg. ease traffic. E-rick, developed by Eco- conservation,” says Sanjay Warke, The routes have been identified The company plans to increase Activate, offers a pollution free chief executive officer, Vodafone keeping in mind commuter traf- the existing fleet to 40 vehicles by alternative mode of transportation Essar Mobile Services, Delhi Circle. fic across the city. “Areas such as end of this month and also plans to in the national capital. Coming on The branding on the vehicles has Chandni Chowk are extremely con- raise the fleet by 100 vehicles by the the heels of the Commonwealth ensured enhanced visibility for gested and there is a need to provide end of the year. The company has Games, these hybrid rickshaws have Vodafone across the city. alternate modes of transport,” says already tied up with MCD and is become an addition to the out of Currently, there are about 25 such Warke. They are also available in in an exclusive contract with it for home (OOH) industry. Telecom rickshaws running on five routes the North Campus area to facili- 2000 vehicles. service provider Vodafone is mak- (five per route). These routes are tate students around the campus. It is also learnt that later, E-rick ing an attempt, by associating with Chandni Chowk, Vishwavidyalaya, Residential areas such as Saket and this project, to make a positive con- Saket, Greater Kailash-II (GK-II) GK-II have E-rickshaws plying to ! " D,>>
46 afaqs! Reporter, October 16-31, 2010
MCDONALD’S Making Mornings Easier The fast food chain launched an outdoor billboard campaign to promote its breakfast menu. By Surina Sayal
he quick service restaurant McDonald’s India has launched a new meal category, Tthe breakfast menu. This is aimed to make mornings easier for people on the move, especially working people. While the McDonald’s breakfast menu is very popular internationally, it took the chain more than 12 years to start serving the menu in India. Rameet Arora, senior director, marketing, McDonald’s India (West and South) explains, “The launch of the breakfast menu reflects our keen understanding and appreciation of a new consumer reality. Nuclear families, job mobility, homes away from home and more travel time - all mean that there is a consumer need that has emerged now. We are responding to that need.” The breakfast menu which is served between 7AM and 11AM, has been rolled out in Mumbai and Delhi in the past six months after being test For shiny, chirpy or grumpy mornings marketed for some time. The world’s largest burger chain launched an extensive billboard cam- Sixty per cent of the work- insights and the creatives shows breakfast items paign to promote the new menu and has taken up such as a hot cup of coffee and a muffin or pan- approximately 45-50 hoardings in Mumbai. ing population, in Mumbai cakes, with an antonymic play on words like Rise The research conducted by McDonald’s, asked - Shine, Wake up - Get up, Grumpy - Chirpy, consumers to share what they wanted from their has breakfast on the move, Skip work - Skip to work, and Morning - Good breakfast every morning. The research showed morning. The copy also reads: Good morning. that many working people grab sandwiches, vada at least once a week. Great breakfast. pavs, coffee, tea and more from locations like are working away from home and travelling across About a dozen such creatives have been worked roadside stalls, around colleges and workplaces the city to get to their workplace.” out by Leo Burnett, the creative agency on the and railway stations. Typically working profes- This is where McDonald’s comes in with account, while the outdoor has been handled by sionals’ morning are tough and hasty - people get the aim to serve customers tasty and convenient Milestone Brandcom. up, there’s running around to get things done and breakfast. “Except for the hash browns, all the Going further, the breakfast menu and the then people scampering to get to work - and on the other breakfast is grilled, so we’re serving healthy, campaign will be taken to 30 other markets in the way, grabbing a bite to eat. fresh breakfast options,” says Arora. country within a year. When quizzed about how Arora shares that research in Mumbai showed This breakfast menu offers choices such as Egg people will take to the breakfast menu in smaller that at least 60 per cent of the working population Muffin, Hash Browns, Salad Sandwich, Sausage towns, where people are used to having breakfast has breakfast on the move at least once a week. Muffin and Veg McMuffin, among other items. at home - unlike the metros, Arora has this, to say “This reflects a new lifestyle that has emerged. It is The offering starts at `20 and goes up to `72. a new cosmopolitan society, where young people The campaign stemmed from the research ! " :B>>
<< ! "$ DB cle can cruise at a top speed of Cabin: Polyethylene 25km per hour. Friendly... Driver Seat: The production cost of an Plastic Moulded e-rickshaw is about `1.75 lakh. The shaws will run on routes such as Electric Motor: drivers for the E-rick are hired either Vikas Marg, Lajpat Nagar, Defence 250W through a manpower agency or are Colony, Janak Puri District Centre, Size: existing pedal pushers, who are paid Rajouri Garden, Karol Bagh and sev- 1.86 m minimum wages as applicable (about Weight: ` eral other areas. These are expected 200 kg 5000-6000 per month). to serve as the feeder service for the Speed: The safety measures taken to Delhi’s Metro services. Up to 25 kph build the rickshaws make it not only Talking about the association with Distance: safe for the environment but also for E-ricks, Warke says, “It’s the unique- 90 km/charge passengers. The rickshaws are made ness of this initiative that influenced of Polyethylene - an elastic material our decision to partner with Eco- who speak English are bound to son per ride. which prevents overturning in case Activate. The timing of the launch make travel convenient for those not Touted as the solution to Delhi’s of collision. was apt, with the Commonwealth familiar with the local language. chronic traffic problem, E-rick is a Incidentally, E-rick fleets were Games around.” Seating about two-three people, hybrid service powered by batter- present at a number of international The vehicles also come with an E-rick ride in South Delhi area ies and aims to ensure reduction in events such as the 2004 Olympic unique features such as GPRS (Saket, GK-II and Aurobindo Marg) carbon footprint with zero emis- Games in Athens; the Expo 2005 in devices that will ensure safety of pas- will cost `15 per person per ride sions. The battery needs 6 -8 hours Japan and the 2006 Football World sengers unfamiliar with the capital. and in Vishwavidyalaya and Chandni of charging, after which it can power Championship in Germany. Additionally, aspects such as drivers Chowk, the charges are `10 per per- the rickshaw for 90 kms. The vehi- [email protected]
48 afaqs! Reporter, October 16-31, 2010
! "$ CD PREETA SUKHTANKAR I ENTERTAINMENT HEAD I KWAN ENTERTAINMENT << ...Free of Frills
off’ in the ad; after that, the ad picks The Talent Spotter up speed and gets going.” Explaining the evident shift in MTV, Sukhtankar and Malhotra got the band’s positioning, she says, talking about other things. Before she “The paints category is beauty-led. knew it, Sukhtankar was being asked Habit-change is the gain we’ve tried to write for one of its shows, MTV’s to put in.” While more TVCs are on Most Fashionable. Then 24, Sukhtankar the cards, other channels being put bade farewell to Elle. Writing for the into motion include outdoor, print show also had her driving the show and the retail space. concept, while working on all the aspects of it, including production PAINT THE TOWN? and direction. he campaign has received both “In MTV, the atmosphere was Tappreciation as well as criticism always young, fun, full of irreverence from industry experts. and creativity, not so much about Sagar Mahabaleshwarkar, nation- budgets and targets. Those were the al creative director, Bates 141 finds times when office parties had vodka the advertisement charming. “The pani puris,” recalls Sukhtankar. There film with all the school kids is nice, as were a lot of firsts, but as Sukhtankar it has a proper storyline. Moreover, felt she was spreading herself too thin it carries with it a social message of by handling various shows, a talk with keeping the environment pure and Malhotra, her boss, had her handling clean, which is good. The execution fashion and talent. is also nice and holds one’s atten- She led the MTV Talent Hunt tion.” He adds that though this film team, and sifted through all the appli- is well done, the recent series of cations, auditions and tapes, and Asian Paints ads created by Ogilvy portfolios, for the various talent-hunt India was more impactful. shows. “Crazy stuff,” as she puts it. Sukhtankar moved out of MTV after four years because her boss was moving (Malhotra went to MTV Singapore). Also, MTV was becom- ing more about Hindi content, with most of its VJs speaking in Hindi, which is fair as that “sells”. But the funkiness and exclusivity was lost. She decided to move out of tel- FOTOCORP evision altogether, which is when the FOTOCORP By Devina Joshi Percept D-Mark offer came about. Khazanchi (left) and Dasgupta That stint, less than a year long, had n a way, entertainment has “The Sukhtankar cast in the role of busi- Rajeev Raja, national crea- always been at the centre of what grounding ness head, fashion. “The grounding tive director, DDB Mudra Group, Ithe lady has done so far. With and experience that I had at MTV thinks the creativity quotient of the a career path that touched luxury, and the helped,” she says. Percept allowed ad is “less than average” as “it doesn’t fashion and lifestyle at various times, her to engage with the same audi- seem to have a strong idea, nor Preeta Sukhtankar, 32, has had a experience ence, the youth, particularly women, is the execution entirely original”. rather interesting journey. Born in so the transition was smooth. Her job While he feels the positioning is fine Pune and brought up in Dubai, she that I gained profile included spotting new talent, and works for the paint category - returned to finish her graduation in engaging and executing fashion prop- since environmental consciousness Economics from Xavier’s, Mumbai. at MTV erties and events. It was “rather hectic is beginning to take root in today’s Sukhtankar’s brush with fash- and short, but I got to learn a lot”. times - he doesn’t think the message ion was accidental. Knowing her helped a lot.” Her love for publishing pulled her comes through loud and clear. “It fondness for writing, her aunt who back, with a stint at Apricot Group of seems muddled and hazy,” he says, worked in The Sunday Observer urged Sukhtankar magazines in 2005 as director and publisher. She got to adding that the similarity between to join the newspaper as a part-time writer while still work on her ‘dream’ brand, Seventeen, and L’Officiel. the Nerolac film and another two- at college. Anjali Mathur had taken over from Pritish Anirban Das Blah, KWAN’s managing director, and minute film - shot in Brazil, France, Nandy as editor of the paper. “It was her idea to get Sukhtankar were in the same batch in college. “My London and India - by Dulux is too a college kid to edit their college section, to make it husband, Prashant, is into sports management. He and much to be a coincidence. young and trendy,” recalls Sukhtankar. Within six Anirban have regularly been in touch. So Anirban and The Dulux film, part of an ini- months, Sukhtankar was made the editor of the news- I have also been in contact on and off,” she says. tiative called ‘Let’s Colour’, shows paper’s youth page, New Generation. KWAN propagates that celebrity spotting happens similar fast-forward shots of a A chance to marry her love for fashion and writing in four major ways - pitching to the sons and daughters bunch of people painting the entire arrived in the form of a job offer from Elle magazine, of existing celebs, beauty pageant contestants, finding neighbourhood and transforming it once she had graduated from college. Not only was raw talent and lastly, spotting actors and actresses who into a colourful delight. Raja asserts, Elle a new magazine, the fashion industry itself was are big down South. “My job at KWAN is to nurture “There are many instances of genu- at a nascent stage. “I mean, people pronounced the this kind of talent like a brand,” says Sukhtankar. She ine creative coincidences. However, word Elle as ‘Ellee’ and all that!” she laughs. During will feel right at home. this seems too close for comfort.” an interview for a column with Natasha Malhotra of [email protected] [email protected]
50 afaqs! Reporter, October 16-31, 2010
ADVT. Is it the RJ who Builds the Station’s Brand Image? The radio jockey (RJ) is the face of a radio station. How important is an RJ when it comes to building the brand itself ? By Sangeeta Tanwar 7=<=A=<7 /=7 ==7=E== 7== =/=E =77 <= = CEO, Integrated Brand-Comm Sr VP, Projects & Programming, Red FM CEO, Radio Mirchi CEO, MY FM
WHILE RJS CAN ADD TO YES, THEY PLAY THE RJ IS AN EXTREMELY A STATION’S IMAGE THE LISTENERSHIP OF A VITAL ROLE. IMPORTANT PART OF DEPENDS ON THREE THE RADIO STATIONS PLAYLISTS MAY BE THE RADIO BRAND. KEY FACTORS. THEY WORK FOR, THE APED, BUT IT IS IT IS THE RJ WHO FIRSTLY, ITS BRAND RADIO STATIONS HAVE HARDER TO MIMIC REPRESENTS THE POSITIONING, THIS TO BE A LITTLE CAREFUL. PERSONALITIES. RJS BRAND’S PERSONALITY. IN THE CASE OF MY ALIGNING THE BRAND HELP A RADIO BRAND HE OR SHE CAN DEFINE FM IS OUR JIYO too closely with the popular- establish an emotional connect or break the desired brand Dil Se philosophy that is with the listeners. They use their epitomised across all its com- ity of one or two RJs can be persona to add that sparkle on personality. munications and listener counterproductive. air. For some listeners, they However, there are other interactions, both on-air and The RJ is promoting her are role models to be emulated. things that determine a off-air. personal brand, even as she For others, they are friends and brand’s image. Positioning is Secondly, the differentiated confidants to share gossip and content that is appealing and performs and is building feelings with. one. For instance, Mirchi is engaging. MY FM’s content offer- a relationship with listen- RJs initiate conversations a sunshine channel. It cheers ing is well differentiated with ers. While this works for between the brand and listeners, you up even when you are exclusive and dedicated shows. the station, it can easily turn knitting them together in a tight feeling low. In a blind test, Thirdly, the unique initiatives bond. taken by the brand that keeps it negative when the RJ leaves, Multiple elements contribute a listener is able to identify ahead of competition. The most taking her brand and her lis- to building a strong radio brand, Mirchi from the sound of recent initiative of MY FM is the teners with her. but programming lies at the its packaging. The position- launch of Ramayana across all its Radio stations can learn heart of it. Without a differenti- ing and packaging also help stations. ated on-air product, chances are The emotional connect and from hospitals. While some of that a radio station will be noth- define a brand’s image. imagery that is built between the them have high-profile doc- ing more than a jukebox. There must a fit between station and its stakeholders is tors, it does not make sense At Red, campaigns have the RJ and the brand. If the an outcome of these factors. It to promote one or two. The been spearheaded by RJs, be fit isn’t there, the brand will is the brand that makes the RJ it Malishka in Mumbai, Nitin in famous and not vice versa. It is trick is to focus on the total Delhi or Vineet in Kolkata. tank. This is the reason why the concept that sells and not following and management almost all successful Mirchi who puts forth the concept. bandwidth. Radio stations RJs who have been poached must constantly promote by others have failed in their alternates and not put all their new channels. This is also eggs in one RJ’s basket. why Mirchi does not ever hire from competition.
54 afaqs! Reporter, October 16-31, 2010
REALITY SHOWS What’s the Game, Really? Top celebrity hosts on reality shows charge between `1.5-3 crore for each episode. Is there a way to recover this money? By Sangeeta Tanwar
t seems to have become an unwritten rule of invested in Fear Factor Khatron Ke Khiladi, but as per and associate the game. A big celebrity host is a pre-requisite industry estimates, it may bring in only `100 crore sponsors. Ito launch a reality show. Celebrity participants, in returns. Similarly, about `140 crore is riding on The title though important, are not mandatory, but the big- Bigg Boss with returns expected to be `100 crore. sponsorship ger the host, the better it is. However, all this is Kaun Banega Crorepati, with an investment of `150 comes for `10- burning deep holes in the broadcasters’ pockets. crore, is expecting a return of `80-100 crore. 15 crore, while, Today, big-ticket celebrities charge between Given that the investment-returns balance is the associate spon- `1.5-3 crore per episode to host a reality show, shaky at best, what’s in the game for the broad- sorship costs `3-6 crore depending on their popularity and status in the casters? and about six to eight associ- film industry. Salman Khan, the host of reality Rohit Gupta, president, network sales, licensing ate sponsors are accommodated in a reality show. show Bigg Boss, is estimated to charge around `3 and telephony, MSM, says, “GECs roll out these The 10-second ad-spot rates for a reality show crore per episode. big-ticket shows especially during the festivals, are also slightly higher than the fiction shows and What’s more, the production cost of each epi- when brands are very active and are ready to pay fetch between `1.5-4 lakh. sode of a reality show ranges between `50 lakh and a premium. The idea is to grab a bigger share of Thus, reality shows earn between `30-70 crore `1.5 crore, while, the channels spend `10-20 crore the ad pie.” from sponsorships, besides another `20 crore to promote a big-ticket show. Rakesh Singh, AV-P, ZenithOptimedia, Delhi from other ads. However, often this amount is Thus, a channel ends up investing `80-170 draws similarities between these reality shows and not enough to cover the investment on the show. crore on a reality show, which comes to an invest- the Bollywood blockbusters that ride on star value. Amin Lakhani, head, exchange, Mindshare ment of `1.3-2.8 crore per episode. In comparison, “Most brands look to reality shows to get impact India says, despite the high investment and uncer- the cost of a fiction show is between `10-14 lakh and mileage for their campaign, which the fiction tainty about returns, GECs prefer to have one or per episode of 30 minutes, including the market- shows lack,” he says. two big ticket shows for multiple reasons. He says, ing costs. Unlike fiction shows, reality shows look for title “A reality show acts as a clutter-breaking property Currently, four reality shows, that are for viewers. It provides increased visibil- either on-air or are waiting in the wings, ity and a chance to reach out to a larger together have about `400 crore riding TV-viewing audience. It presents greater on them. These are Bigg Boss hosted chances of the channel being sampled by Salman Khan, Fear Factor Khatron Ke by the not-so-loyal viewers and provides Khiladi hosted by Priyanka Chopra, Kaun greater opportunity of brand integration Banega Crorepati with Amitabh Bachchan and product placement.” and Master Chef with Akshay Kumar. Though the star quotient is important Does high investment also mean high as it attracts viewers instantly, ultimately, returns? Not always. In fact, channels it is engaging content that keeps viewers consider themselves lucky, if they are glued to these shows. After all, block- able to recover the cost or get a few crores buster movies featuring the big stars are above the cost from reality shows. also known to rock the box office. For instance, about `130 crore was (Left) Gupta, Singh and Lakhani: betting big bucks on bigger stars [email protected]
<< ! "$ D, as his counterpart does in a city like << ! "$ DC sales material units, Mumbai or Delhi.” product displays and Making...The chain is also giving away Scent of a ... additional gifts with merchandise while promoting this purchase ideas using “Lifestyles and aspirations are con- menu. For example, a patron buy- Lokusdesign came up with this inno- the launch tool kit. verging in the country. Be it metros ing food worth more than `150 gets vative product design in less than a For this, or mini-metros, people are travelling a free coffee mug. Arora shares that month’s time. Lokusdesign created all over, working in dif- the outdoor campaign The flavour of the lime beverage danglers, coasters and ferent towns and smaller The menu has met with a good was converted into a spray format. Smirnoff Lime menu towns. Companies are response, claiming that While no permissions were needed cards, which have been expanding their spread and the while the campaign was to place this in-store, flavour migra- displayed at bars, clubs across the nation in launched in Mumbai at tion test and toxicity tests were done. and pubs across the two many smaller towns and campaign about 7AM on October This spray tool has been launched cities. with them, people, too, 1, the outlets that had in Mumbai and Bengaluru, the latter Discussing the results, are moving.” will be taken stocked a few thousand being the largest market for vodka Badve shares that the He adds, “Young to 30 other of these mugs had run in India. Approximately 500 sprays response to the spray tester for people across the coun- out of these by 8:30AM. have been placed in the two markets, Smirnoff Lime has crossed expecta- try, wherever they may markets. Following the across wine shops. tions. While, the target was 150 cases be, do not lack orienta- outdoor cam- Part of the brief was also to design to be sold in the first month, the tion now. All aspirations converge paign, McDonald’s also plans to and develop visual communication agency claims that, by now, about around the Internet and television. launch a digital campaign for its directions as well as to develop, 1500 cases have been sold, surpassing A 26 year old executive in Kolhapur breakfast menu. implement and deploy visually the initial sales targets. knows about McDonald’s as much [email protected] appealing dynamic displays, point of [email protected]
56 afaqs! Reporter, October 16-31, 2010
A compilation of some major people >> MOVEMENTS/APPOINTMENTS<< movements in the last fortnight
ADVERTISINGMARKETING MEDIA > Arindam Sengupta the ex-chief crea- > Sanjay Aggarwal > Ravi Kiran, CEO, tive officer, TBWA\Cairo is back in the country the ex-chief execu- Starcom MediaVest after three years, to set up his design or crea- tive officer, SpiceJet Group, South Asia has tive hot-shop, Rabbithole. When he moved to has joined Kingfisher put in his papers. Kiran Cairo in 2007, Sengupta Airlines as its CEO. who has spent around had already spent more While Aggarwal will 11 years with Starcom, than 20 years in adver- report directly to Vijay will continue in his pre- tising. After completing Mallya, chairman and sent role till the end a bachelor’s degree managing director, of the year. Besides in visual arts from all executive vice-presidents and other being the CEO for South Asia, Kiran was Calcutta University in officers currently reporting to Mallya will, also given the additional responsibility of 1984, he worked as a henceforth, report to Aggarwal. SR Gupte, setting up several non-classical businesses freelancer for six years. vice-chairman, will continue to chair the and disciplines across 11 markets in Asia In 1990, he joined HTA executive committee, of which Aggarwal as Emerging Market Leader - Specialist (now JWT) where he worked on accounts, will become a member. Solutions. such as Pepsi, Nestlé and Citibank. Later, It was during Aggarwal’s tenure that Kiran who has 19 years of experience, he joined, Dhar and Hoon where he created SpiceJet made a profit of over Rs 60 crore, started his career with Lintas India in 1990, BPL’s campaign, which also happened to be a first since its inception in May 2005. He soon after completing his MBA from FMS, actor Amitabh Bachchan’s first ad film. He has a sound understanding of the Indian Delhi. After spending 7 years at Lintas he was with the agency for 11 years. Before aviation industry and the various unique moved on to the media side of the business joining TBWA, he did a second stint at JWT business imperatives in India. Prior to with the group’s media outfit, Initiative. A as senior creative director and assistant SpiceJet, Aggarwal was COO of Flight year later, he moved to Starcom Worldwide vice-president, handling campaigns for Hero Options, the world’s second largest private in 1998 as general manager, tactics and Honda’s CBZ and Karizma, among others. jet provider. Before this, he had spent four investment. years with Marriott International as senior director - IT, strategic and operations plan- > Partho Sengupta DIGITAL ex-creative direc- ning. He has also worked for US Airways tor, iris has moved to for six years. > Mid-Day Infomedia has promoted Hakuhodo Percept, Niranjan Vidyasagar as head, digi- Delhi as executive > Shubhodip Pal tal business, Mid-Day. Earlier, Nirvan creative director. He the ex-head, consumer Biswas was in charge of the digital busi- will report to Harindra marketing, Personal ness of the publication. It is understood Singh, vice-chairperson Systems Group (PSG) that Biswas has quit the organisation. and managing director, at Hewlett Packard Earlier, Vidyasagar was head, ad sales Percept. (HP) who had put in (digital), Mid-Day and was responsible Prior to joining iris, his papers couple for the advertising revenues of Mid-Day. he was associated with BBDO as crea- of months back, has com. He will report to Manajit Ghoshal, tive director. He joined Rediffusion Y&R in joined Finland-based chief executive officer and managing September 2006 and was looking after the messaging media com- director, Mid-Day Infomedia. Vidyasagar creative for the non-Airtel brands. Sengupta pany, Blyk as country manager. In his has worked with Mid-Day for more than began his career in advertising about 15 14 years of career, Pal has worked with five years. Earlier, he was with Zee years ago at Lowe’s Kolkata branch. He has Samsung Electronics, ABN AMRO and HP in Telefilms. also worked with Bates 141 (then Enterprise various roles. Nexus) and Mudra. Some of the brands that Blyke is a messaging media compa- > Arvind he has worked are Xerox, General Motors, ny that works with mobile operators and Mahendru, sen- Bacardi and Samsung. advertisers to connect young people. ior vice-president, new media, India TV Interactive has BTL recently joined ESPN > Publicis Ambience has brought on board Vinod Vijaykumar as STAR Sports as direc- vice-president to head its Bengaluru operations. Earlier, Vijaykumar tor of digital media. was general manager, South and West, Tequila, TBWA’s below-the- Mahendru will report line arm. At Publicis Ambience, Vikaykumar will report to Kaustav Das, to James Miner, the executive vice-president, South. Vijaykumar’s experience encompasses senior vice-president of digital media for both regional as well as global brands, ranging from fashion and life- ESPN STAR Sports (ESS), who is based style to FMCG and finance. In a career spanning 12 years, Vijaykumar in Singapore. Additionally, Mahendru will has worked with brands such as ITC’s Classmate notebooks, Apple, also report to Sanjay Kailash, executive SPAR, Visa, Titan Eye Plus and Tanishq. vice-president, ESPN STAR Sports, India.
58 afaqs! Reporter, October 16-31, 2010
GODREJ Building Virtual Identity GoJiyo.com allows members to purchase items of Godrej in the virtual world. By Kapil Ohri
odrej, which has not used online mar- keting aggressively as yet, trying a new Gmarketing trick to reach consumers on the internet. The company has a computer simulated space or a virtual world called gojiyo.com. Internet users can sign up and create an avatar on it. Once registered, the members will get a fixed amount of virtual money - measured in the form of ‘Mio’, the currency of GoJiyo - which members can use to purchase items such as clothes, caps, shoes and accessories in the virtual world. Apart from shopping, members have freedom to roam inside the virtual world, which is divided into various zones and sub-zones. For instance, a member can enter a zone named Solaris, which further consists of vari- ous sub-zones comprising sea, beach and a town area having cafés, showrooms, a sports stadium, mazes, bridges and buildings. For instance, when a member walks down an Members are empowered to interact with area called Haze - located near the beach in the “The products each other through text and voice chat and also virtual world - he is attacked by mosquitoes. A perform various activities such as skydiving, bun- member is supposed to find out Good Knight are strategi- gee jumping and rope walking. Naturals to protect himself. cally placed to Godrej has its products placed at many Similarly, members discover Godrej Interio locations inside this virtual world so as to let urban furniture and Yummiez snacks inside the allow members consumers experience and become aware about café. The showroom or retail outlet named Sho to experience its products. in GoJiyo showcases Godrej Eon Mirror Star them.” “There has been a perceptible shift in the ACs. As part of the subtle branding, the buildings ASHUTOSH TIWARI pivots of a vast array of Godrej brands towards in the virtual world bear the same colours of the a younger audience. Godrej brands such as Sofit Godrej logo. (soya milk), Cinthol Deo, Good Knight Naturals, As per an industry estimate, a brand requires Yummiez (ready to cook snack), Renew (hair up to `50 lakh to create a full-fledged virtual To promote GoJiyo.com, Godrej also organ- colour), Interio (urban furniture), Eon I-Fresh world (such as GoJiyo), which offers multi player ised on-ground mall activations in Mumbai. The refrigerators and Eon Mirror Star air conditioners interactions and product placement. The adver- objective was to provide users a chance to learn are the vanguard of this youth centric movement tiser bear various costs such as content creation, about GoJiyo.com and its various features. from Godrej. These are the products that will be server and site maintenance. GoJiyo is an in-browserbased online virtual seen within the GoJiyo world for the moment,” world. Another popular online virtual world is said Ashutosh Tiwari, executive vice-president, Secondlife.com. Developed by San Fransisco- strategic marketing, Godrej. Members of GoJiyo are based Linden Lab, Secondlife.com is a virtual “We share a vast product portfolio within empowered to interact world where some Indian brands such as Amul, the GoJiyo world. However, these products are Tata Indicom and CRY have created their pres- strategically placed so as to allow members to with each other through ence. As per an industry estimates, Secondlife has experience them in a non intrusive manner,” about 8,000 active users in India. Tiwari added. text and voice chat. [email protected]
Win exciting prizes worth Rs. 5000/ from STAR News by playing ‘SMART Idea Contest’ on www.afaqs.com
60 afaqs! Reporter, October 16-31, 2010
ARVIND SHARMA> CHAIRPERSON AND CEO, LEO BURNETT INDIA Q. People keep saying that non-traditional media is here to stay. Are they just concepts, or are they becoming significant fixtures in an advertiser’s budget? A: Today, Google and iTunes have taken over your life. The change that was on the anvil 10 years ago is happening now. Clients are actu- ally investing in non-traditional media. The real activation revenues are coming in now, with increased fragmentation in the market. Today, if Rs 20,000 crore is spent on mass media, digital is worth Rs 800 crore (of which half goes directly to Google, I’m sure!), while Rs 1,500-2,000 crore goes to activation. I am a great believer in digital. I don’t think it “I’m glad that is 3G through which the international revolution will come into India; it will happen when flat-rate broadband becomes truly accessible. The digital industry will be worth Rs 3,000 crore in the next we panicked three to five years. Q. What do you think of the youngsters entering this business today? in 2009.” A: Youngsters are far more exposed to things and
FOTOCORP are more aware. Because of their general knowl- edge they are good users of resources on the Arvind Sharma, chairperson and CEO, tolerate an awful person despite his brilliance. internet. Today, everyone’s trying to do more in Leo Burnett India, spent the first few years What keeps a person going in a job? A constant less time. The client’s expectations from an agen- flow of interesting things to do, and a match of cy have changed. So, a youngster’s quick use of of his career in marketing, at Voltas. He values - both of which Burnett has provided me resources and knowledge really helps. At Burnett, joined advertising in 1979 at Clarion with. The agency allows you a sense of freedom we have this mechanism called Notepad, which McCann. In 1983, he moved to Chaitra and independence. I have been an employee, helps our youngsters share planning resources. as an account director. In 2002, Sharma then a shareholder, and then back to being an What has changed? Well, in pre-liberalisation became its chairman and CEO. He also had employee when I sold my stake in 2004. There India, there was this sense of “do the job that is hasn’t been a single day when I have not felt, available”, which meant working 18 hours a day, a hand in the creation of the agency’s second “This is my agency”. Burnett does that to you; even with clients that weren’t a joy to work with. network in India - Orchard Advertising - builds this spirit in you. The current generation, while ambitious, is very and its media arm, Starcom. In a chat with aware of its choices. They won’t tolerate much, Devina Joshi of afaqs! Reporter, Q. Are you satisfied with the way 2010 is or make the same kind of sacrifices that were a shaping up for Burnett? What are the targets given with the previous generation. Sharma discusses the metamorphosis of the you hope to achieve? industry and Leo Burnett’s prospects in A: I haven’t seen a better year than 2010 in my Q. Speaking of the ‘top three’, how impor- 2010. Excerpts: career. We are growing at 40 per cent this year, as tant is the numbers game for Leo Burnett? opposed to the 25 per cent that we were expecting A: One of the challenges in our business has to grow at. A large part of it has to do with the been right scale. I think when any agency grows Q. How has the ad industry - and Leo new business wins we managed in 2009. too big, it’s a difficult task to make sure it’s still Burnett - evolved? I must admit we panicked in the first quarter running like an agency, and not a process-driven A: We have witnessed the evolution of the of 2009, thanks to market conditions and went company. economy, the evolution of brands and media. after new business aggressively. But in retrospect, If you have 700 people in the subcontinent, From being an Indian agency to becoming a mul- I’m glad we panicked. We won Uninor, Samsung you will obviously not know everyone by name. tinational agency, Burnett has seen it all. When I mobiles and P&G’s activation business. You may run into someone at the airport and not came on as deputy MD, we were making Rs 10 Having said that, a third of our growth comes know he works for you. Now, being big creates crore in terms of revenues and had 600 people. from existing clients. Despite 2009 being a tough its own sense of barriers and has its own kind of Back then, client expectations from agencies year, our compensation from current clients, impact on culture - on how free people are to were very different - only some FMCG cli- such as Heinz and Coca-Cola India, is up by 20 express their ideas to the seniors. Being just the ents believed advertising had a direct correlation per cent. This is the best indicator to know if right size is more important than being large. with business. The general belief was that one you’re doing a good job or not: whether your cur- advertises for image or awareness. This kind of rent clients are willing to pay you more. Q. Leo Burnett has enjoyed a stable graph accountability - that if I spend Rs 10 crore on A third of our growth comes from other mass and of late, is growing at a steady pace. Is advertising, I expect Rs 100 crore of additional media business such as Samsung and Uninor, ‘steady’ really what you’re aiming at? revenue - wasn’t there. which I mentioned, while a third comes from A: Steady does not mean slower than anyone else. marketing services such as activation and digital. I am happy with our progress. This business can Q. What has kept you ticking in the Burnett become a PR-centric game, where you announce system since 1989? Q. Did the Uninor win come as a respite for every jewellery account win that amounts to Rs 5 A: If one talks of influential men in the last the agency, in tough times? lakh in terms of revenue. century, Leo Burnett and Bill Bernbach are the A: It did, but it came about by being able to For the last few years, we have been deliver- two names that stand out. We created Marlboro, anticipate where big spenders are. We like to ing to clients by creating long-term campaigns Kellogg’s and Heinz. We created campaigns that work with clients who have long-term potential. and winning big businesses. That’s the kind of helped build massive global brands. I must add that over a period of time, an agen- reputation we want. Our ambition is to be a Leo Burnett is a dream agency to work in. The cy develops its own spirit, which is stronger than 2015-ready agency. agency encourages brilliance, though it will not its CEO’s desires or quarterly pressures. [email protected]
62 afaqs! Reporter, October 16-31, 2010 theman.in
We know luxury is never a constant. When the new replaces the ordinary, it is important for us to be in tune with the changing trends, defining and redefining what’s in and what’s not. Bringing you a lot more on the latest in fine living. mudra 1303 DISH TV as of now, the ecosystem in India is not in place. He goes on to add: “For mobile TV to succeed in the country, broadcasters, regulators Applied Thought and technology providers have to come up with something concrete The direct-to-home player is planning to launch two mobile and sustainable.” Apart from these two offerings, apps this Diwali. By Sandeep Budki Dish TV also has messaging ser- vices called ‘Call Me’ and ‘Home ish TV, India’s first direct-to-home complaints and on-the-go Pick’ where the company reaches service provider has decided that the requests related to services. out to the customer instead of the Dmobile apps world is one worth explor- They will also have to contact other way around. ing further. In a move to capitalize on the the customer within 30 min- In the ‘Call Me’ service, a Dish potential of mobile telephony in India, the com- utes of getting the job order TV subscriber can get all her que- pany will launch two mobile apps by Diwali. on their mobile phone.” ries answered by just sending an Says Salil Kapoor, COO, Dish TV, “We This will result in moni- SMS from a registered mobile want to make mobile technology a catalyst for toring the workflow and number (RMN) and the subscrib- effective delivery of our services. As part of fixing accountability, which ers will get a call back from Dish that strategy, we will launch one app for our helps in delivery of prompt TV within 15 minutes. customers and the other for our sales team and customer service. On the Salil said, “Through this service distributors in early November.” mobile TV front, Kapoor says we wanted to relieve our custom- According to Kapoor, customers can use the that 3G will definitely boost the services though, ers from frequent call drops and waiting time mobile app to recharge, check their account, on the IVR (interactive voice response).” In the change a service pack, place a request for a Home Pick service, Dish TV will pick up the particular service, place an order for movies on Dish TV also has subscription recharge amount from the sub- demand and even lodge complaints. scriber’s home after receiving an SMS request Sharing more information about the mobile messaging services for the same. This service allows Dish TV sub- app for the sales team and distributors, he says, like ‘Call Me’and scribers to recharge their connections at their “The sales guys and distributors can keep a doorstep. tab on orders received, execution of orders, ‘Home Pick’. [email protected]
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India’s Biggest Event on the business of Television
Date: September 28th and 29th, 2010 Venue: The Taj Lands End, Mumbai
A galaxy of speakers assembled to exchange ideas and address a wide range of business - and other - issues over two scintillating days.
PRESENTATION 1 INDIAN TV INDUSTRY AND THE WORLD VIVEK COUTO
he two-day event was kick-started by Sreekant Khandekar, director, afaqs! Tfollowed by a presentation by Vivek Couto, executive director, Media Partners Asia, in which he disclosed the key findings of a special report that surveyed India’s TV business and consequently, lent an insight into the key commercial dynamics of this industry. Couto began by sharing a general yet crucial finding that both viewership as well as advertising are growing at a rapid rate, before adding that, overall, India is about two cycles behind China as far as the TV market is concerned. He pointed out that in India, three TV groups together enjoy a 40 per cent TV ad market share, but in pay it takes 15 groups to control a 30 per cent share. The research also showed that there is a significantly higher level of homogeneity in other markets (such as Brazil) compared to the Indian market. Couto declared Ground zero: the proceeedings in full flow that in India, despite the lag in advertising revenue in the past two years, there is plenty of room for growth now and in the years to come. "The dominant trend in the emerging markets is that of concentration, capitalisation and consolidation. The trend towards consolidation is due to the fact that owners of content and those of distribution are jointly contributing to the growth of the sector," informed Couto. However, he said that profit margins in the television sector will continue to lag in India compared to the other emerging markets. He also revealed that India and Indonesia still have room for more television penetration, compared to Brazil, Russia and China where television household penetration is around 95 per cent. "Also, the commercial dynamics of pay TV are very favourable in India today," he shared. Pay TV penetration in India remains the highest at 78 per cent compared to the other emerging markets. India also lags behind Brazil and China in terms of scale and intensity. At $5.3 in 2009, the per capita revenue from television is projected to rise to $9.6 in 2014. In comparison, China and Brazil, which stood at $11.2 and $59.3, are estimated to touch $19.6 and $101.9, respectively, in 2014. Interestingly, the average revenue per user in India is still $4. In Russia, it is $5, while in Brazil, it is as high as $50. Prime-time stuff
afaqs! Reporter, October 16-31, 2010 65 PANEL DISCUSSION 1 PRESENTATION 2 THE FUTURE OF THE Why acquisitions are rare in the Indian TV business INDIAN TV AUDIENCE LV KRISHNAN
s part of the ‘Thought Leadership Series’ LV AKrishnan, CEO, TAM Media Research, gave a presentation on ‘The Future of Indian TV Audiences’. He said that technology has helped in showcasing the content in better formats, such as HD. Discussing the future of television audiences in India, he pointed out that many guesstimates cite the Indian television market to be overcrowded, with a large number of channels. Hence, it is perceived that there is no scope for new entrants or new genres to survive. Krishnan also cited some numbers to illustrate the growth of TV content. In 2008, there were 389 channels, which grew to 461 in 2009. In 2010, there are 510 TV channels in the country. This expansion has happened across all genres - as of now, the information and news genre has a total of 111 channels, and there are 70 regional GECS. (From left): Couto, Misra, Pitale, Katial, Singh, Kinra and Kohli: a call for level-playing field The number of programmes sampled by the viewers during prime time in a week has increased from minent panellists such as Salil Pitale, executive certain genres due to the FDI limits. Hence no 222 in 2007 to 297 in 2009. He said that advertisers Edirector, investment banking, Enam; Man Jit control is possible for a foreign player, which is a today have a lot to choose from and advertisers Singh, chief executive officer, Multi Screen Media; big limitation. This makes the field open only to take single or multiple options, depending on their Anshuman Misra, managing director, Turner the Indian players. requirements. He said that though attention seeking International India; Jagjit Singh Kohli, MD and Sony recently acquired a Bengali channel called has become easier, grabbing loyalty is becoming CEO, Digicable; and Tarun Katial, CEO, Reliance Channel 8. The broadcaster is keen on making "tougher and tougher" with every passing day. Broadcast Network discussed the probable reasons more acquisitions in the regional space. “The key In order to forecast the viewing behaviour of the for acquisitions in India not seeing action. issue in acquiring regional companies is valuation. audience, TAM Media Research carried out a study Moderator Vivek Couto, executive director, We are not going to be dumb investors. Besides, to look at things that affect the viewing habits of MPA, asked panellists what the impediments were some companies don’t run for business but for the audiences. The study revealed that there are and why acquisition deals haven’t accelerated. different reasons,” Man Jit Singh of Sony said. different types of viewers. One set of viewers doesn’t Pitale said that one of the reasons why it hasn’t Turner was in the news for acquiring Imagine get much time to watch television and therefore, is happened on a big scale is hesitation on the part from NDTV. Misra of Turner said that there is selective in its viewing preferences. "Viewers, who of owners. “The entire business is about brands a lot of opportunity but what is worrisome is the fall under this category, are clear about their viewing - these are very difficult to create and hence very 80:20 norm that exists in the industry today. About preferences. Therefore, surfing is minimal as they difficult to dislodge,” he said. Once the brand 20 per cent of the business commands 80 per cent know what they want to watch. "There is a second starts generating cash flow, it becomes difficult for revenue. This 20 per cent comprises the big play- category that spends a huge amount of time on owners to get out of it - and weak brands are not ers such as Sun, Zee, STAR and Network18. The television; but they watch a lot of content in bits and what prospective buyers are looking for. He said panellists agreed that there had to be a level playing pieces." The third category of viewers spends a large that substantial investments have come in regu- ground for broadcasters to tap into opportunities. chunk of time watching television, but comprises larly - a lot of it strategic capital investment rather The event was organised by afaqs! in association light switchers or surfers. "For this type of audience, than in the form of complete acquisitions. Thus, with Big CBS (main sponsor) and STAR News the content has to be of high quality, so that the joint ventures have become the norm. (associate sponsor). The other sponsors include attention does not get divided." Katial observed that FDI is another impedi- UTV Action, Bloomberg UTV, Sony PIX, Sahara For a fourth category of viewers, who are heavy ment. In India, a buyer can only put money in Samay and Mastiii TV. switchers but light time spenders, the time spent has increased from 41 minutes in 2007 to 65 minutes now; and the number of switches has gone up from 5 to 8 in the last three years. He pointed out that across genres, the drop in MODERATOR: VIVEK COUTO viewership during breaks is more than 20 per cent, with the minimum drop happening in the GEC space.
The key issue in acquiring In India, a buyer can only put regional companies is valuation and we money in certain genres due to the are not going to be dumb investors. FDI limits. Hence no control is Besides, some companies possible for a foreign player, which is don’t run for business but a big limitation. This makes the field for different reasons. open only to the Indian players.
MAN JIT SINGH TARUN KATIAL
66 afaqs! Reporter, October 16-31, 2010 India’s Biggest Event on the business of Television
A galaxy of speakers assembled to address a wide range of business - and other - issues
PANEL DISCUSSION 2 How to Take Indian TV Content Overseas
he second seesion of Day 1 of the event saw dual objective of revenue and subscription.” Tpanellists discussing ways of taking Indian Gandhi said, “Content in India is designed to content overseas. The panellists comprised Bharat capture ratings. As the measurement meters pen- Ranga, COO, international operations, Zee etrate further downward, the content produced Entertainment Enterprises; Rahul Sood, head, is such that it appeals to the lower mass strata of affiliate sales, business development and network the society. Now, the question is whether such distribution, NDTV; Gaurav Gandhi, chief com- content appeals to everybody outside our country. Lynn D’Souza: raising a point mercial officer and head, international business, The answer is no. The tendency here is to go for Viacom18 Group and Puneet Kinra, group chief the low-hanging fruit by tapping existing markets.” PRESENTATION 3 executive officer, Balaji Telefilms. Talking about the distribution hassles faced by The discussion was moderated by Vanita Kohli- Indian players in the overseas market, where one VIDEO IS THE Khandekar, author, The Indian Media Business. Asian channel is replaced by another whatever be NEW TV She asked the panellists why much action has the language or genre, Kinra says, “Most often, NEERAJ ROY not been visible on this front across the board and one is able to show the purchasing power of ethnic
eeraj Roy pointed out that the availability of Nvarious internet and video capable mobile devices will boost conventional video consumption beyond just TV sets. Roy said, "Similar to products such as tooth- brushes (which have been the most adopted products so far, globally), the mobile phone has also become the most adopted product. Last year, there were more than 4 billion mobile phone users across the world. Of that, more than 1 billion mobile phones are smart phones. One million new users are added to this pool daily." Talking about the Indian market, Roy said, "The Indian mobile phone market is much hyped. The unique mobile phone subscription-base could be around 400 million, not 660 million." He added "With about 70 million internet users in India, it is the fourth largest online market in the world. It is estimated that India will have 325 million internet users by 2015, according to a recent study (From left) Ranga, Gandhi, Kohli-Khandekar, Sood and Kinra: exploring new potential markets conducted by McKinsey & Company (after the auction of 3G mobile spectrum)." what has contributed to Zee’s success overseas? Indians and convince the networks that it makes The rise in the number of mobile devices, internet Ranga replied, “Our content is in accordance sense to target this segment of population. But and convergence will definitely benefit the mobile with the preference of the overseas audience. We there are issues with bandwidth given the large entertainment space - comprising music, videos, have built this mechanism in our business and in number of channels present in mature markets.” images, games and applications - pegged to be a the process, we might lose a few rupees here (read Sood concluded that Indian media companies $42-billion economy, globally. By 2015, the video India) but at the same time, we gain some dollars.” need to come together and explore potential market size will be more than 320 million Indian Ranga added, “Indians are spread out in 167 coun- markets. Players could come together to form a consumers, who are connected to the internet. tries. Though West Asia has the largest number of bouquet and sell together. To succeed, one has to "Don’t think that these consumers will watch Indians, they do not have great purchasing power. manage overheads and subscription numbers and videos only on TV. Any video clip may originate from Thus it’s all about how an enterprise chases the sustain it for four to five years to see benefits. a TV show, but its consumption could take place across various devices, including mobile phones. India will have the potential of having many million personalised TV channels (powered by video-enabled devices), instead of a few hundred TV channels. MODERATOR: VANITA KOHLI-KHANDEKAR Video will be the new TV. Videos will be like air," said Roy. Thus, consumers will be able to access videos through various devices, which will not just be mobile phones, but any device (such as tablet PCs) that can be connected with the internet and can play With the emergence of digital media like DTH and videos. The mere existence of internet and video IPTV; television distribution has evolved rapidly in capable devices would not make video consumption possible. Upcoming communication networks, such the last couple of years. We have already entered the as 3G, would provide increased bandwidth and play digital age and more and more consumers will ask for a significant role in increasing video consumption. superior digital quality. This will also lead to creation Another driver that may boost video consumption will be the availability of applications or widgets. of specialty content catering to niche audiences. It is estimated that about 50 billion application downloads will take place in the next two years. RAJESH KAMAT
afaqs! Reporter, October 16-31, 2010 67 PANEL DISCUSSION 3 PRESENTATION 4 TRANSFORMATION How to nurture Speciality Channels OF VIDEO CONTENT GAUTAM ANAND n one of the panel discussions at TV.NXT, the ones that have a smaller set of loyal audiences. Iexperts from the media fraternity discussed the He also stressed, “When ARPU in the DTH space challenges before specialty channels and how to doubles, it will benefit specialty channels,” he said. ay 2 of TV.NXT, was kick-started by Gautam nurture them further. Mehta said that UTV believes in mass spe- DAnand, director, content partnerships, Asia- On the panel were Markand Adhikari, VP cialty play and does not see any niche. She Pacific, Google. and MD, SAB Group; Satyanarayana Kornepati, suggested, “For advertisers, too, it is high The video content industry is undergoing a vice-president, Media Direction; Atul Das, presi- engagement. Yes, specialty channels might not massive transformation; this transformation can dent, corporate strategy and business director, Zee have massive reach, but they do possess a rather be attributed to the growth of the internet and Entertainment Enterprises; Zarina Mehta, CCO, decent one.” Lulla stated how India is obsessed changes in technology and consumer behaviour. UTV Global Broadcasting; Sunil Lulla, MD and with being the ‘world’s largest’ in a lot of things. "The internet has grown much faster than other CEO, Times Global Broadcasting and Ravi Kiran, “It is important to understand the demograph- mediums. In the US, the internet took three years CEO, South Asia, Starcom MediaVest Group. ics of the nation. You are talking to a nation to reach 50 million people; while TV took about 15 The session was anchored by Sudha Sadanand, where the majority is under 25 years. We have to years to reach the same number of people," Anand an independent media consultant. Opening the understand their behaviour,” he said. According pointed out. discussion, Adhikari said, “There is chaos on the to him, one must stop measuring TV alone as The technology that facilitates video content ground. We are still not in a 100 per cent digitised the audience’s attention is not merely restricted production and consumption is also changing mode. We still have to depend on an analogue sys- to the medium. A viewer who is interested in a rapidly. For instance, several users have access tem. It is even more difficult for specialty TV with subject follows it across different media. to broadband internet connections and there are the high carriage fee that prevails in the market.” Kiran said that clubbing and segregating con- various tools that empower users to create and Satyanarayana brought forward the point of sumers as per the genre of the channel is a upload videos. The cost of storing content has also how bodies such as TAM do not adequately throw mistake because the audience would switch chan- come down. Consumer behaviour has changed too. up numbers for specialty channels and that there is nels according to choice. “We do not see specialty Video content consumption is now more personal too much fragmentation. Das of Zee TV said one channels as frequency channels. It is indeed pos- and on-demand; and it is possible to consume must first define what exactly is specialty in the sible to reach your customer using only specialty the same video content through various devices, Indian context. He defined specialty channels as channels and without a single GEC.” such as Tablet PCs and mobile phones, apart from traditional TV sets. All these factors have created a conducive environment for the video content industry. "The web is now a compelling platform for the entertainment industry. It has global reach, provides interactivity and content can be accessed anytime," Anand remarked. Also, the consumption of entertainment- based content has increased in the last few years. In 2003, the average amount of time spent by a user on entertainment-based content on the Web was 11 hours per month. It increased to 16 hours in 2007. By 2012, the average internet user would spend 32 hours per month of web time on entertainment. Is there an opportunity? "There is a gap between internet media consumption and amount of ad spend on the internet," says Anand. In the US, a consumer spends about 14 hours every week on the internet; while advertisers spend nearly 6 per cent of their ad budgets online. On the revenue opportunities, he pointed out that content owners or partners can (From left): Adhikari, Satyanarayana, Das, Mehta, Lulla, Kiran and Sadanand: changing mindsets use various advertising options (in-video, pre and post-roll, mid-roll video ads and sponsorships) to monetise their content. YouTube, in India, earned a major portion of its revenue from sponsorships, when it streamed IPL matches this year. The ad MODERATOR: SUDHA SADANAND revenue is shared between content owners and Google.
UTV believes in mass News on television shall specialty play and does not see any continue to grow even bigger. It is niche. UTV Bindass and UTV no more something you watch on Action are extremely powerful and prime time television and forget disruptive, targeting a about. News has become a part of focused audience. social conversation.
ZARINA MEHTA SUNIL LULLA
68 afaqs! Reporter, October 16-31, 2010 India’s Biggest Event on the business of Television
A galaxy of speakers assembled to address a wide range of business - and other - issues
PANEL DISCUSSION 4 PRESENTATION 5 HETEROGENEITY The languages that work on TV and why AND US TV MATT O’GRADY
ielsen’s Matt O’Grady described the demographic Ntrends in the American market, and their impact on TV content and its consumption. He also discussed the American marketplace, diversity and demographics and their impact on media consumption and viewing. Discussing the "greying of America", O’Grady said that the marketplace must realise that this group is active, and is probably one of the few groups that has money to spend. Thus, media executives must plan to target this audience, utilising new technologies. Also, with the ageing population in the US comes a vacuum in the American workforce. Sharing excerpts from a recent Wall Street Journal article, he provided some estimates of income by ethnicity in the US. Interestingly, the median annual household income (From left) Mehta, Nair, Arumugam, Phadnis, Prabhu, Vaidya and Kumar: tweaking the content of Asians in the US is $65,469; while the whites earn approximately $51,861. The Hispanics’ median anellists discussed the ‘why’ and ‘how’ of channels, Jalsha and Pravah, in recessionary times. household income is pegged at $38,309; while African Pregional language channels and shows, what Kumar shared how STAR Jalsha was launched in Americans’ is $32,584. Explaining what this means to works, what doesn’t and the way forward. 2008 and in a period of just nine months, went on the world of media and marketers, he said that in the The panellists for this session included Nitin to become the No. 1 channel in that genre, with US, marketers now have to redefine what the new Vaidya, COO, Zee Entertainment Enterprises; a 45 per cent share of the Bengali channel mar- American family looks like. This new American family Ravish Kumar, head, Jalsha and Pravah, STAR TV; ket. “This was because we asked ‘why should the has many faces and languages. Many foreign language Sunil Mehta, VP and MD, Cinevistaas; Punitha channel be secondary to any other Hindi channel?’ channels too have been launched in the US, which have Arumugam, CEO, Madison Media; Devika So we had the highest quality for our shows, we considerable audiences within individual markets. Prabhu, associate director, programming, Disney; bought a movie library, we brought in new, fresh In Nielsen’s recent global ‘How We Watch - The and Santosh Nair, COO, UTV Television, while faces for shows.” Global State of Video Consumption’ report, the the session was anchored by Atul Phadnis, CEO, Madison’s Arumugam shared the 4 Cs for company indexed countries from over the world on What’s on India. regional channels - Contact, Connect, Context their television usage. Phadnis said that regional content first tasted and Cost. “Firstly, are they able to ‘contact’ the It was seen that the BRIC (Brazil, Russia, India success in South India. Here, it was able to attract audiences - here Punjab works in terms of contact. and China) countries watch a lot of TV; while Europe 85-90 per cent eyeballs. In non-South markets, Secondly, connect, which is the stickiness with and the West do not watch as much. He concluded languages such as Gujarati and Punjabi haven’t the channel. Similarly, she cited how context and that the new consumer marketplace means talking taken off very well. In comparison, languages that cost play important roles, where there has to be to a more ethnic audience with a lower disposable worked were Marathi - which has a 19.9 per cent relevance of language (in terms of say, situations) income. share in the Maharashtra market; and Bengali - and in terms of cost. Also, the marketing myth of talking only to which has as high as 45 per cent share in the east. Phadnis mentioned how Cinevistaas’ Mehta the young should be broken, because the older He posed a question to Zee’s Vaidya, who has was among the first to dub a popular Hindi fiction, population is where the disposable income lies. been in the regional space for long, regarding what Junoon, into Tamil. The show ran for five years makes or breaks a particular category. on DD. Mehta remarked, “No longer is content Vaidya provided a historical perspective, taking only related to the Hindi GEC market. Eyeballs the audience back to 1999, when Zee Marathi was for regional shows are increasing year on year launched. “At that time, TV was dominated by and I think regional is definitely the way to go.” Hindi. There were some Marathi shows as well Disney’s Prabhu said that to succeed in regional, that were popular, but after the microwave link, one has to be relevant to the consumer. She added Marathi shows were relegated to non-prime time, that Disney is expanding reach and allowing the while South Indian language shows were given viewer to experience the brand as much as pos- some primetime preference - without which DD sible. UTV Television’s Nair suggested that there would not have been able to garner much viewer- have been instances where regional shows have ship in the South. Thus, other language shows, outperformed Hindi shows and in fact, inspired however good, were pushed to other time slots. Hindi GECs to create shows based on these. The With this, the growth of these language shows popular Hindi show, Pavitra Rishta, was inspired by decreased. a show from the South. “Channels can amend and Regional channels need to Phadnis next turned to STAR TV’s Kumar, make some changes to the show idea and these can contact and connect with the asking him what it was like to launch the regional really work,” he said. audience. Context and cost also play important roles, where there has to be relevance of language and situations. MODERATOR: ATUL PHADNIS R PUNITHA ARUMUGAM
afaqs! Reporter, October 16-31, 2010 69 PANEL DISCUSSION 5 Beyond the last mile: The Future of Television
he third session of the last day of TV.NXT, television, and are from the middle class, but don’t Ttitled ‘Beyond the last mile: The future of tel- know what to do with the TV box.” He pointed evision’ saw eminent panellists - namely, Devendra out that in future, TV would not only be used for Parulekar, partner, Ernst & Young; Ajay Puri, watching linear content, but also for surfing the director and CEO, DTH Services Bharti Airtel; internet, gaming, and using interactive services. Vijay Yadav, VP and MD, South Asia, UTStarcom; Yadav was of the opinion that it is time for and Sanjiv Sharma, CEO and executive chairman, people to move from three screens as sources Optimystic Entertainment - discus the nuances of of entertainment (TV, mobile and internet) to how television is moving beyond the single screen four screens - with the advent of interactive ser- Both from an individual and and becoming interactive, all thanks to technology. vices. “With TV moving to multiple mediums or the company perspective, I can say that the future is all about visual engagement. Television sits right in the middle of it. It already plays an enormous role.
RAVI KIRAN
(From left) Sharma, Sood, Yadav, Puri and Parulekar: TV is the new information library
The session was moderated by Sunaman Sood, devices (cross-pollination), the last mile is not a director, Acendo Capital. problem,” he remarked. He said that apart from The moderator started the session by remarking cross-pollination, till now, TV was only a device that the last mile has always been a much-dis- for entertainment. And with interactive services cussed issue, given the fact that there is regulation becoming increasingly popular, it has become an and under-declaration. “In fact, we are reaching information library. a point of inflection, where we have 25 million Sood then asked Sharma, “With many niche DTH homes; which means direct access in last channels coming in, how do you see it panning on mile control.” With cable and satellite gaining DTH?” Sharma replied that there is no restriction momentum and a slew of IPO launches, things on DTH; every DTH player in the country has would get better for the C&S industry, said Sood. the capability of beaming around 250 channels, He asked the panellists where they saw the whole which is likely to go up to 450 soon. The problem business going, and from where the next big channels would face is not of space, but of origi- opportunity would come in the value chain. nal content. “Now, with technology such as live Parulekar replied, “If we look at the television recording, people are able to view programmes at distribution industry, there are a few game chang- their ease, and not at the predetermined time by ers in the distribution side, which are expected to any channel. Therefore, the need to have original change the whole business in the next few years. content will intensify.” He added that apart from I believe that C&S still has some steam left; there this, there would be an increased requirement for is scope for this section to revive.” He added that 3D and HD content. “And with that, the currency broadband wireless access and 3G would be the of rating has to change as well,” said Sharma. game changers for the industry. Parulekar highlighted the role C&S operators Sood asked Puri how he saw the DTH space could play in enhancing the technology, saying, evolving in the country, considering that Bharti “Cable is a very beautiful path of return. But cable Airtel has been an innovator in the distribution operators are not able to use it, as they are not Why should a different space. Puri replied, “Revolution of digitisation thinking like telecom companies. The day they rate be paid for programmes is happening at two ends. DTH has created a start doing that, money will flow from all direc- revolution for those who had the money to buy tions.” that garner the same rating? The rate should be uniform in such a scenario. MODERATOR: SUNAMAN SOOD GOWTHAMAN RAGOTHAMAN
70 afaqs! Reporter, October 16-31, 2010 India’s Biggest Event on the business of Television
A galaxy of speakers assembled to address a wide range of business - and other - issues
PANEL DISCUSSION 6 The CPT vs CPRP vs anything-else debate
have dropped year on year. To this, Gowthaman Ragothaman, MD, Mindshare, said that yield is not a problem, considering that 50 more channels are waiting to be launched. About the big debate, he said that whether it is CPT or CPRP, the source of both is ratings. “The difference is only in the mathematics and calculation,” he added. Rajesh Kamat, COO, Viacom 18 Group, said, “We do calculate cost per contact and bench- mark that across platforms. But our CPTs are 40-50 per cent less than CPTs in the US.” Ashok Venkatramani, CEO, MCCS, said, of the 100-plus new channels in the country, 70-80 per cent are not chasing profits; they are in the business for other reasons. The top 10 channels are struggling to make profits. “The way an advertiser divides his money is ad hoc; there is no science to it. Why can’t there be a measurement, which can help an advertiser to deploy his money wisely?” he ques- (From left) Tata, Ragothaman, O’Grady, Venkatramani, Kamat and Joshi: counting only eyeballs tioned. Matt O’Grady, EVP, Audience Measurement, t the last session of the event TV.NXT held Networks, South Asia, Turner International India, Nielsen, shared that in the US, the C3 system was Ain Mumbai, Paritosh Joshi, CEO, STAR CJ said, “The actual audience delivered has tripled followed, which refers to the ratings for average Home Shopping, kick-started a discussion by over the years, but the acceptance of this fact has commercial minutes in live programming plus elucidating on the two most widely used words not happened. In the Hindi GEC space, there three days of digital video recorder playback. This in advertising sales - CPT (cost per thousand) have been a lot of offerings, but the CPRP hasn’t provides answers to how many people saw and and CPRP (cost per rating point). To begin with, grown. It’s only fair to pay us for the eyeballs we how often they saw a programme. CPT is the money paid to reach every 1,000 people deliver.” Ragothaman concluded that there was a need watching television. CPRP is a relative measure, Joshi pointed out that while the economy is for all broadcasters to come together and move in where money is paid for a proportion of audiences growing year on year, yields in the TV industry a positive direction. reached, where 100 rating points would mean the entire audience. Joshi said that while agencies are in favour of flattening of the CPRP; broadcasters want to be paid for the absolute number of people MODERATOR: PARITOSH JOSHI watching television, that is, by considering CPT. Monica Tata, VP and DGM, Entertainment
The way an advertiser divides his There are debates and discussions money is ad hoc; there is no science around economic models of animation to it. Why can’t there be studios and there can be better quality of a measurement, which can animation. There is a lot of outsourcing help an advertiser deploy but I would like to see more of his money wisely? animation from Indian studios.
ASHOK VENKATRAMANI MONICA TATA
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A Showcase of Crystal Beauty & Craftsmanship
afaqs! Reporter, October 16-31, 2010 71 SNAPSHOTS FROM TV.NXT
Matt O’Grady (left) and LV Krishnan (right) Bharat Ranga and Salil Pitale
Ravi Kiran, Samir Kale and Praveen Tripathi Ravi Kiran and Zarina Mehta
Vishal Mathur and Vivek Couto Vanita Kohli-Khandekar and Sanjiv Sharma Prabhakar Mundkur and Suman Srivastava
Rajesh Kamat, Paritosh Joshi and I Venkat Sameer Nair and Sam Balsara
72 afaqs! Reporter, October 16-31, 2010 India’s Biggest Event on the business of Television
A galaxy of speakers assembled to address a wide range of business - and other - issues
Ashok Venkatramani, Monica Tata and Paritosh Joshi Vivek Couto and Ong Lay Hong
Ashok Venkatramani, Gowthaman Ragothaman, Matt O’ Grady, Neeraj Sanan Sameer Nair, Yash Khanna and Sunil Mehta
Prasanna Singh and Bharat Kapadia Ashish Chauhan and Vishal Mathur Sam Balsara and Ravi Kiran
Prashant Panday and Sunil Lulla Dilip Cherian, Anshuman Misra and Vanita Kohli-Khandekar
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Social Media Jockey identifying & progress strategic She/ He will have to develop highly Location: Mumbai development & new business effective, original and targeted Profile: Business Analyst will opportunities with clients,work marketing copy, deliver within be responsible for Mining the with the MRM Team to ensure short time frames and write concise, data, Spotting consumer trends leverage and appropriate application attention grabbing and hard-hitting and suggest/explore new business of guidance for Global initiatives. copy that puts the message across. opportunities, Evaluating the At least 6 years Direct Marketing/ The applicant should have a Post- efficiency of ads on a continuous CRM/marketing experience within Graduation Degree/ Diploma in basis, Providing Market Intelligence, an Agency or the Client side is Mass Communication with 2-5 Competitive Analysis and Analysis desired. years of advertising experience and of key business problems, Email: manoj.mansukhani@ exposure to writing print promotional interpret results, generate insight mccann.com materials, online web content, press and recommend strategies. The ...... releases, copy to assist advertising and applicant should be a Bachelor / Organization Name: One97 marketing efforts, etc. Master in Engineering / Statistics / Communications Limited Email: linette.fonseca@timesgroup. Economics with at least 2-3 years of Position: Senior Manager - Sales com professional experience in Business (Mobile Marketing) ...... Intelligence / Business Analysis. Location: Noida, Mumbai, Organization Name: Xebec She/ He should have Experience in Chennai Communications Private Limited & SAS, VBA and SQL, Proficiency in Profile: The candidate will be Xebec e-Media Technologies Microsoft Office tools, Ability to use responsible for selling mobile Position: General Manager - Client quantitative analysis and statistical/ marketing campaigns and solutions Servicing mathematical methods to solve to agencies, brands, retailers and Location: Mumbai business problems and Familiarity media groups from concept through Profile: The applicant should have with marketing and retail. to execution and collaborating minimum 7 years of ad agency For the vacancy of Social Media effectively with the GM of the experience, working at Client Jockey, candidates with strong Enterprise Division and SVP of Servicing profile, besides having programming skills who can Mobile Marketing to optimize knowledge about various verticals build and maintain websites and revenue performance across industry i.e. Print, TV, Radio, Outdoor etc. applications that function well, verticals. She/ He should be a B.E./B. She/ He needs to have Excellent especially in social media sphere Tech (Preferably) and MBA or degree Communication skills and prior need to apply. Demonstrated equivalent in Business / Marketing / experience of managing a team. proficiency with XHTML, Management and have at least 5 years Email: [email protected] CSS, PHP, MySQL, and web of B2B experience within the Agency, ...... standards, Experience with FBML Mobile Marketing and/or Mobile Organization Name: Beyond standard and content management Advertising worlds. Advertising Private Limited. systems, Graduation in Computer Email: [email protected] Position: Art Director Engineering (or similar field) ...... Location: Mumbai and prior experience of 2-3 years Organization Name: Point Blank Profile: Art Director will lead the in similar function is desired. Advertising Private Limited creative team of Visualisers and Familiarity with open source Position: Head - Account Planning Copywriters to develop and manage software a plus. and Servicing a brand and will be responsible Email: your.future.begins.today@ Location: Mumbai for conceptualizing and designing gmail.com Profile: The incumbent will be visual communication for brands, ...... responsible for strengthening executing ideas into all forms of visual Organization Name: MRM agency-client relations, providing communication media, planning, Worldwide strategic inputs to all teams managing and leading projects like Position: Art Director and Account involved, ensuring smooth Photography, Print and Production Director co-ordination with creative and along with the production team Location: Mumbai other teams, managing day-to-day & presenting creative to the Top Profile: -Art Director :The operations of servicing team and Executives / Clients while servicing applicant should have a degree planning growth of key accounts. the account. The applicant should be in art from an institute of repute, She/ He should be Graduate/Post- well trained in software like Corel To advertise, contact: hands off experience in Digital graduate with at least 7 years of Draw, Adobe Photoshop, Adobe Neha Arora Design – Websites, Online relevant experience preferably in a Illustrator and Web Designs software Ph: 0120 4077866 Campaigns etc. of over 7 years, Healthcare agency. like Macromedia Dream Weaver, email: [email protected] thorough understanding of digital Email: [email protected] Flash, Director, 3D Max etc. She/ medium and the ability to generate ...... He should have Degree /Diploma & visualize ideas quickly, manage Organization Name: Bennett, in Commercial/Applied Art from a To view other jobs in Marketing, creative projects and translate Coleman & Co Limited Reputed Institute and 4-8 years of Media and Advertising, log on to: servicing briefs into creative Position: Copywriter experience http://jobs.afaqs.com strategies for online media. Location: Mumbai Email: [email protected] Account Director: The candidate Profile: The applicant should have ......
74 afaqs! Reporter, October 16-31, 2010 Growth comes naturally to us. This time it was even faster! 57 lakh readers agree. *
PRAJAVANI THE MOST TRUSTED KANNADA DAILY
Prajavani, the flagship Kannada daily from The Printers Mysore Group, yet again proves that it is indeed the most trusted and respected in the category. We just grew by 9,68,000* more readers. And, at a time, when the print industry has generally shown signs of sluggishness. More and more Kannada readers choose Prajavani, because it is the
*Source: IRS 2010 Q2 *Source: voice of Karnataka. A trusted, dynamic voice you cannot ignore. The influence of truth
Sudip Nag, GM (Advertisement) - 96861 88840. Vijaya R - 98440 92091, Tony Doulton - 98450 67371, Anantha Krishnan - 81477 52856 Deepak Menon - 98106 65814 Kaushik Laha - 98303 23151 A V Vinod Babu - 99520 16709 Ramachandra Rao - 98490 41737 Rajeev Pathria - 98201 51642. Or [email protected]