December 1-15, 2013 Volume 2, Issue 14 `100

5,6,1* 67$5 AJIT THAKUR GM & BUSINESS HEAD, LIFE OK 26

Once known as a re-packaged replacement for STAR One, Life OK has carved a distinct identity for itself. After two years of crazy growth, it is pushing for the top.

8 6 10 PLUS PUMA Fitness Fervour 14

BIRLA SUN LIFE Simply Put 16

VIACOM18 JOS ALUKKAS ZEEL GOOGLE INDIA Something Fishy 38 Three in One Local Goes Global Beyond Borders COLORS The jewellery brand’s latest The network’s new brand Google’s new campaign strikes TVC is a star-studded affair. film aims to unify the world. an emotional chord. Who Owns Gutthi? 43

EDITORIAL This fortnight... Volume 2, Issue 14 s the market ever so crowded that a newcomer can’t break in? The television business really makes you wonder. The triumvirate of Star Plus, Zee and Sony EDITOR I Sreekant Khandekar

December 1-15, 2013 Volume 2, Issue 14 100 ruled the GEC (General Entertainment Channel) waves and nobody, it seemed, ` PUBLISHER could break into this cozy struggle. Until 2008 when Colors came along and barged Prasanna Singh its way to the top. SENIOR LAYOUT ARTIST 5,6,1* This underlined a belief that has been rampant ever since an anemic Star Plus Vinay Dominic turned from English to Hindi and revived itself with Amitabh Bachchan and Kaun PRODUCTION EXECUTIVE 67$5 Andrias Kisku AJIT THAKUR Banega Crorepati (KBC). Soon after KBC, Star got in the K serials from Balaji GM & BUSINESS HEAD, ADVERTISING ENQUIRIES LIFE OK which kept viewers glued to the channel. So, the rule was formulated: for a successful Naveen Arora, (0120) 4077803, 4077866 26 take off, a GEC needs one hit show to launch followed quickly by at least a couple of Noida programmes, ideally serials, which take up where the first show let off. Once known as a re-packaged replacement for STAR One, Arunima Bhattacharya, (022) 40429702-5 Life OK has carved a distinct identity for itself. After two years of crazy growth, it is pushing for the top. Similarly, Colors created big buzz with Khatron Ke Khiladi and rapidly captured Mumbai 8 6 10 PLUS [email protected] PUMA that heightened consumer interest in the channel with Balika Vadhu and then Fitness Fervour 14

BIRLA SUN LIFE Simply Put 16 Uttaran. Colors is among the top GECs even today, six years later. MARKETING OFFICE VIACOM18 JOS ALUKKAS ZEEL GOOGLE INDIA Something Fishy 38 B-3, First Floor, Sector-4, Noida-201301. Three in One Local Goes Global Beyond Borders COLORS The jewellery brand’s latest The network’s new brand Google’s new campaign strikes Who Owns Gutthi? 43 Tel: (0120) 4077800. TVC is a star-studded affair. film aims to unify the world. an emotional chord. Imagine TV got only halfway there. It got people talking with Rakhi Ka Swayamwar but couldn’t stop the assembled viewers from streaming away because it MUMBAI couldn’t find that one hit that could keep the flock together. 501-502, Makani Center, 5th Floor, Off Linking Road, Bandra (W), The success of Life OK is being similarly explained. First, it got Mahadev, unusually a mythological, Mumbai - 400050 Tel: +91-22-40429 709 - 712 to get the channel off the ground. It was heavily dependent on this one hit which accounted for almost a BENGALURU third of its viewership. However, it now has two other solid shows, Savdhan and Shapath, which have S-1, New Bridge Corporate Centre, reduced the dependence on Mahadev to about half that earlier. 777 D, 100 ft Road, Indira Nagar, Bengaluru - 560038, India It has overtaken a weakening Sony but is still far away from the top three. The pace at which it has SUBSCRIPTION ENQUIRIES grown, in exactly 24 months, is astounding and it is a good question whether – or when – it can make Akhilesh Singh, (0120) 4077837 it to the very top. [email protected] Sure, Life OK couldn’t have got here without big brother Star’s clout but it has nonetheless done Owned by Banyan Netfaqs Pvt Ltd and Printed and published by many things innovatively – and its failures haven’t deterred it. For that alone it deserves its extraordinary Prasanna Singh, success. at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063.

Printed at Cirrus Graphics Private Limited B-61, Sector 67, Noida (U.P.), 201301 Sreekant Khandekar Cover Photograph [email protected] Fotocorp CONTENTS 34 30 PLUS

RAYMOND Digital Drive 16 DANCING REALITY SHOWS Dance Redux CAMPAIGN TRAIL The paradigm of New Campaigns 18 dance reality shows has changed and how. GOOGLE INDIA Women On the Web 22 INTERVIEW 42 12 Sanjay Gupta BBC GOODFOOD The COO of STAR is Gourmet Tales 36 bullish on sports. GUEST ARTICLE SAKAL GROUP 28 Gaurav Srivastav 40 State Expectations INTERVIEW MUSAFIR.COM The media group hopes to Keertan Adyanthaya New Innings STAR SPORTS create a better Maharashtra MD of NGC and Fox talks Sachin dons a new avatar in with the help of its readers. about the need to go local. the online player’s TVC. The Grand Finale 44

afaqs! Reporter, December 1-15, 2013 5 $'9(57,6,1* ZEE ENTERTAINMENT ENTERPRISES Local Goes Global

when the group had unveiled its positioning of ‘Vasudhaiva Kutumbakam’, it had not run any campaign to communicate the same. The aim of this brand film is to activate and communicate the same change.” Earlier, Scarecrow has worked for Zee Khana Khazana and &pictures. While Draftfcb Ulka is the creative agency on record for the group, Scarecrow worked on the brand film as a project. For the Vasudhaiva Kutumbakam - The World is My Family brand film, the agency has taken an unconventional route and put together a unique musical script that blends people from various countries, staying with Indians like one joint family; working together, enjoying rituals and even celebrating festivals, in an exotic Indian backdrop.

The broadcast company has unveiled its first corporate brand film based on its brand positioning, Vasudhaiva Kutumbakam - The World is My Family. By Prachi Srivastava

ubhash Chandra’s Zee Entertainment Enterprises (ZEEL) has unveiled its first Scorporate brand film based on its brand positioning, Vasudhaiva Kutumbakam - The World is My Family. The company had announced this positioning statement in June and since then, the words ‘Vasudhaiva Kutumbakam’ have been written beneath the brand’s logo. platforms and the network’s newly launched “The imaginative, fictitious world is where Vasudhaiva Kutumbakam is an extract from the corporate website, Zeetelevision.com. Besides, foreigners and Indians came together. They are Upanishads, an ancient Indian text, which says, with the help of its key on-ground properties like staying together like a family, celebrating festivals ‘That is you, this is I, is the way of the narrow Zee Rishtey Awards, the channel will ensure that like Holi, Dussehra, and occasions like weddings, minded. For those of evolved thought, the world the film reaches “all the key internal and external dancing and living like the world is one family. is one family.’ Zee embraces this 2,000 year old stakeholders of Zee”. We are confident that this communication will maxim as a belief and believes that this shapes its The brand film will be aired across the globe, establish the perfect connect with the audience,” values, guides its actions and defines its purpose. where Zee network has its presence. It will be Bhatt adds. This is the first time that Zee has gone for an dubbed in the respective languages and edited too, The colourful brand film talks about how our overall brand positioning. Earlier, in 2011, it had as the original films are almost five minutes long. country has crossed boundaries. The film ends adorned a new identity, with a change in logos of Talking about the brief given to the agency, with a message that Zee connects with more than network channels, and new packaging, along with Manish Bhatt, founder-director, Scarecrow 700 million viewers in over 169 countries across a brand film for its flagship channel, Zee TV, with Communications, tells afaqs!Reporter, “In June, the globe. the tagline, Umeed Se Saje Zindagi. The song of the film is sung by Kirti Sagathia, This time, the network aims to reinforce Vivienne Pocha and Akshat. It is composed by its vision to welcome the entire world to be a Rooshin Dalal and is a blend of Indian folk and part of the Zee family. Created by Scarecrow opera, that beautifully brings out the spirit of Communications, the brand film is a medium to celebrating togetherness with the world. communicate this positioning of the network to Directed by Vijay Mourya of Hot Films, the its audiences. entire music video is shot at exotic locations from Roland Landers, head, corporate brand, Zee, the royal lands of Rajasthan to the scenic sites of says, “Zee’s brand positioning envisions its world Maharashtra. Monumental sites like Patwa Haveli, as a unified family, without any caste, boundary or Jaisalmer Fort, Gadisar Lake and Suryagarh Palace, religion, which this film has beautifully brought along with the streets of Jaisalmer and Koyna Lake to life showcasing a blend of multiple nationalities in Satara were shortlisted to bring out the essence celebrating togetherness.” of distinct visuals that the world identifies with.

The brand film will be launched on television FOTOCROP on December 2, across Zee channels, social media Landers (L) and Bhatt: bringing the world together FRQWLQXHGRQSDJH>>

6 afaqs! Reporter, December 1-15, 2013

$'9(57,6,1* JOS ALUKKAS Three in One The jewellery brand’s latest campaign features actors from three different states together. The TVC has been dubbed in Tamil, Malayalam and Kannada. By Rashmi Menon

old jewellery is much sought after in Southern India and jewellery brands Gare one of the biggest advertisers in this region. Since everyone talks about purity, trust and craftsmanship, brands try to distinguish themselves by using a bouquet of regional actors from across the states. Jos Alukkas, one of the leading jewellery brands from Kerala, is no different. In 2010, the brand rebranded itself, signed up Tamil superstar Vijay as its brand endorser and also adopted a new communication theme - ‘Thangamana Uravu’ (relationships like gold). In continuation of its ‘relationships’ theme, Jos Alukkas’s current television commercial (TVC) features actor Vijay, along with emerging actors from Kerala and Karnataka - Fahad Fazil and Diganth Manchale, respectively. In a way, the campaign is unique because this is the first time the three actors have come together. While the brand’s competitors have an equally enviable range of regional actors as endorsers, the viewers in both the states would recognise one of brands have never clubbed actors together in a “We’ve cameo actors. TVC to be dubbed and aired in all the three states, In fact, the trend of having male actors endorsing to connect with a larger audience. differentiated jewellery brands is peculiar to the Southern states. The film shows Vijay and Diganth, who are ourselves on our While Jos Alukkas does have Malayalee actor interns, contemplating what to gift their friend Shobhana as an endorser, it is for a sub-brand. Fahad’s sister on her wedding. Dejected with brand theme of However, unlike the female actors of Bollywood, their low budget, Vijay sells his prized guitar to relationships, in their Southern counterparts don’t have as much buy a gold necklace as a gift. While presenting it all our campaigns” of an appeal or stature as the male actors in the to the bride, Fahad comes to know about Vijay’s South. As a result, jewellery brands here prefer JEEJO PP sacrifice and is overcome with emotion. The TVC male actors, says Jayakumar. concludes with the message that true relationships Jeejo explains that the nature of the market in defy differences, be it languages or communities. Andhra Pradesh is completely different from the Conceptualised by Dentsu Communications, superstar as its main brand endorser? According to other three states; thus, the brand will come out the TVC was shot at Ramoji Rao Film City in Jeejo, Tamil Nadu is a key market for the brand. with a separate campaign for the state, led by actor Hyderabad. The film was directed by Manoj “As far as the brand is considered, our entry into Mahesh Babu. Pillai of Thinkpot Productions. It took about two the state propelled the brand’s growth story. Interestingly, Thums Up had picked up Telugu months for execution, primarily to suit the actors’ Today, we are present in 10 towns, across the superstar Mahesh Babu for its national campaign, dates. length and breadth of the state. Besides, Vijay is a last year. It was a surprise move by the brand as Jeejo PP, superstar in the South and has a huge fan base in Babu, a regional actor, had replaced Bollywood corporate Kerala too,” he explains. action hero Akshay Kumar. marketing Agreeing with him, Saji Jayakumar, In a market that is already cluttered with manager, vice-president and Kochi head, Dentsu celebrity endorsers, how does Jos Alukkas Jos Alukkas Communications, says, that for the current differentiate itself? “Communication is the key in Group, says, campaign, the brand wanted endorsers in Kerala gold retail, today. We’ve differentiated ourselves that the and Karnataka. “We wanted young stars from these on our brand theme of relationships, in all our campaign’s two regions, who would be around Vijay’s age and campaigns. Just as the consumer identifies our objective would do cameo roles, as the focus would mainly brand ambassadors, they also identify us for what was to be on Vijay,” Jayakumar says. He adds that while we are and what we stand for,” Jeejo adds. strengthen the audience in Kerala might not be familiar with Sridhar Pillai, a senior film journalist, says the brand Diganth and the audience in Karnataka may not that Vijay has phenomenal reach in the South, platform know Fahad, both the sets of audiences recognise especially Kerala. Hence, it is not surprising that and reach out to more people. “All our Vijay, who has an appeal in both states due to the Jos Alukkas has taken him aboard as its brand brand films post rebranding has worked well in immense popularity of Tamil movies. Besides, ambassador. “If you are a jewellery shop, the best building Jos Alukkas. This campaign is another way to attract customers is by having Kollywood milestone for us,” he says. He adds that the stars endorse your brand with an added local campaign has already started creating a lot of The trend of having male connect like Fahad. Besides, there is also this one- buzz for the brand with people visiting the stores upmanship game going on among brands in terms talking about it. “It has helped us to strengthen the actors endorsing jewellery of celebrity endorsers,” Pillai explains, adding that bond with our customers. The feedback on social brands is peculiar to the Bollywood stars are also slowly making inroads media has been overwhelming,” he further adds. with brand endorsements. „ Why did the Kerala-based brand take a Tamil Southern states. [email protected]

8 afaqs! Reporter, December 1-15, 2013

$'9(57,6,1* GOOGLE INDIA Beyond Borders Google India has struck an emotional chord with its new campaign for mobile search. The question is, what’s the point of a long film when Google already owns the search market in India? afaqs! Reporter explores. By Satrajit Sen

t is said that Google finds an answer to he says. wanted to share. “From a performance marketing everything! Connecting an instance of the Abhijit Avasthi, national creative director, perspective, this film follows our Start Searching I1947 partition era with the present times, Ogilvy India, says, “The brief we had received India campaign that was launched last July. The Google India’s latest campaign, promoting its was to bring Google Search closer to people in campaign showcased many of the new innovations search product, has struck an emotional chord. India. People have been using Google for some that Google Search has rolled out. Innovations Released on November 13, the ‘Google Search: time now, but we needed to inform them about like flight search, theatre timings for movies and Reunion’ ad is emotional and engaging, and has its various uses. Because, come what may, in language translation help users save time, and already garnered close to seven million views on whatever form, Google actually leads us to what get to-the-point answers to their most common YouTube, within 15 days of launch. we are looking for.” queries. Many of our users have not picked up on The campaign comprises a playlist of five Google Maps, in October, 2013, had featured these. With this campaign, we hope to get traction ads, including ‘Fennel’, ‘Cricket’, ‘Anarkali’ and the story of Saroo Brierley, who spent 25 years on that,” he says. ‘Sugar-free’, but the most widely circulated one searching for his biological family after getting As explained on a personal blog by Himanshu is ‘Reunion’, which hit television screens on separated from them at an Indian railway station. Gupta, a mobile industry expert, Google also sees a November 25, targeting a select audience. It With the help of Google, however, Brierley was future where more searches will happen on mobile was launched on the web first and now, Google able to find his way back to his home and family devices. As per Statcounter data, mobile is already will showcase the ads in theatres coupled with a he never thought he’d see again. Google released contributing 62.5 per cent traffic on Google India, focused campaign on TV, featuring both the full an ad summarising how that happened. as compared to 37.5 per cent from desktop . So, ad and the four short ones. Google knows that more and more of its target THE BIG QUESTION users are on mobile and not on desktops. THE IDEA oogle is probably the first thing that comes to Hence, the ‘Reunion’ ad starts with a desktop onceptualised by Ogilvy & Mather India, Gmind when we talk about the internet. The experience of Google and shifts to a mobile-only Cthe film is a reflection of a similar user case search engine is one of the most loved brands of experience and newer integrated services such as where a sort of reunion happened. Speaking the current generation. flight information and weather. about the campaign The question is: what’s the point of a long film “Internet is really changing the way we live idea, Sandeep Menon, when Google already owns the search market in and the youth is driving the change. Through this director, marketing, India? campaign, we wanted to highlight how youth can Google India, says, that Menon says that the company wanted to strike bring about a change and address it in a way which the company wanted to up a conversation to showcase the different uses of people across age groups can relate to,” Menon adds. Google has been promoting its products in The ad has garnered close to seven many ways quite extensively in the recent years. million views on YouTube, within 15 In December, 2011, Google India extended its The Web is What You Make of It campaign days of launch. with a spot about Tanjore paintings, an ancient Indian art form that seems to be fading away from do something special, which was also very, very Google and at the same time, tell magical stories the modern world. In July, 2013, Google India Indian. that show why users love the product. launched Start Searching India campaign, which “We have been working on user cases, and a “One of our core philosophies is that our users was aimed at simplifying the web for the country’s few of them told the story of the youth using our are smart and intelligent. Hence, the attempt was internet users. services to bring people who have been separated, to have a conversation and tell users that they can “We are constantly trying to figure how we closer. So, the idea germinated from there. It do a lot more, and a lot quicker, by showcasing can communicate the many benefits of internet wasn’t a traditional brief as such. We wanted to some of the innovations that allow the product to to average Indians and get them online,” informs spark conversations - thus, bringing in the whole be used in different ways,” he adds. Menon, when asked about Google’s marketing neighbouring country idea. The bigger theme is However, Menon does agree that it took Google strategy in India. „ the role of the youth in bringing about change,” a long time to be ready with something that it [email protected]

10 afaqs! Reporter, December 1-15, 2013 Let’s make news better LET’S MAKE TOMORROW BETTER

Building A Better India at the Hindustan Times Leadership Summit

Whether it’s the daily issues that make us grimace, or the problems inherent to our existence. They will be raised. Be it the existing policies that provoke us, or the ones whose formulation we crave. They will be deliberated upon. The voice of reason we long for, the suggestions that are potential solutions. They will be heard. Ideas that are sought after today, and the ones that will shape the future. They will be charted out.

33 dynamic speakers 14 hard-hitting sessions 1 glorious future

Let’s make news better

BUILDING A BETTER INDIA DECEMBER 6-7, 2013

For speaker list and video archive, scan Summit logo using HT Active To download HT Active, SMS ‘HT Active’ to 54242 or look for it in the app store

Airline PartnerLuxury Partner Summit PartnersWriting Instrument Media Partners Partner Music CDs Associate Sponsors $'9(57,6,1* MUSAFIR.COM New Innings The online player plans to invest close to `25 crore in promoting the website and has launched a TVC, featuring brand ambassador and company stakeholder Sachin Tendulkar. News Bureau

usafir.com, the recent entrant in the down. Our revenue online travel agent (OTA) industry, in the coming years, Mplans not just to survive, but grow with in India, will be its differentiated offering - holiday packages. primarily driven by group of 25-44 years, primarily The website assists customers in gathering our shift to hotel and from the top 20 cities (metros travel information, determining the availability holiday planning and and Tier I cities). of travel-related goods and services, making it’s a strategic focus,” Talking about other legitimate reservations or otherwise transacting he observes. marketing activities, Manu business with travel suppliers. India is the first Monga, marketing head of The UAE-based company was founded in country in which Musafir.com India, says, August, 2007 by Mohammed Al Thani, Sachin Musafir.com is “It’s a fairly elaborate brand Gadoya and Albert Dias and made its foray in expanding and hopes to launch. We are looking at India in October, this year. The investors in expand to the Middle an integrated approach India include UAE-based Universal Travel & East in the coming with focus on digital and Tourism and the Mumbai-based business group, years. The company electronic media. On TV, the Viva Holding. has set up only its sales commercial will run across Indian cricketer Sachin Tendulkar also has a and marketing teams genres including regional, minority stake in the company (reportedly around niche, mix of Hindi and 7 per cent). Musafir.com has launched its first TVC English.” on the digital platform first and later on television The travel portal had channels, created by Publicis Ambience. The also branded all the mobile TVC features Tendulkar, who is also endorsing chargers at Delhi and Mumbai Musafir.com in India, as a photo booth owner. airports (around 100 in both Talking about the association with Tendulkar, international and domestic Albert Dias, co-founder, Musafir.com says, airports) to target travellers. “Sachin has associated with us in an active role in India; the other The company is implementing out of home and we are grateful to him. People ask me what functions are taken and radio promotions as well. While the airport will happen after six to seven months, when he care of from UAE. promotions were done in association with Times will lose his brand value and I tell them that he has Musafir.com’s India OOH, the company has hired Maxus as its media built a brand for a lifetime now. It’s the trust he office is in Mumbai. agency. Flare Path has come on board as the digital embodies, the achievement he has got. Sachin now Dias adds that there agency. is free to enjoy travelling and that’s what Musafir. has been a 30 per cent In an interesting promotional initiative, Musafir. com stands for. It tells people to leave their worries growth in the number com had collaborated with TABcabs to offer free behind and travel.” of new consumers that cab rides to Sachin’s fans from 10 designated Musafir.com has invested `100 crore in India, of are coming to online points in Mumbai to Wankhede Stadium, for all which `25 crore will be spent in marketing, in one travel websites (as per the days of the India-West Indies test match. It was year. The company, according to Dias, is targeting comScore) and there is to commemorate Sachin’s 200th test match. to break even in the sixth year of its existence in the an opportunity to tap Like Tendulkar, actor Salman Khan is also country. “As a business, we are very careful about those people as well. associated with a travel portal, Yatra.com, in which the Indian market, recognise the competition The core target he owns 5 per cent stake. He is also the brand and the revenue opportunities. We also know group of the company ambassador for the company. „ that there were a few OTAs in India that shut Dias (top) and Monga is people in the age [email protected] Let’s make news better

LET’S BUILD A BETTER TOMORROW Prime Minister Manmohan Singh At the Hindustan Times Leadership Summit

BUILDING A BETTER INDIA DECEMBER 6-7, 2013

For speaker list and video archive, scan Summit logo using HT Active To download HT Active, SMS ‘HT Active’ to 54242 or look for it in the app store

Airline PartnerLuxury Partner Summit PartnersWriting Instrument Media Partners Partner Music CDs Associate Sponsors ',*,7$/ PUMA << FRQWLQXHGIURPSDJH Fitness Fervour Local Goes Global... The brand film has elicited varied responses from The campaign showcases an interactive video on fitness the fraternity. “Zee is a very good Indian company, which has stood its ground despite the advent of featuring actor Chitrangada Singh. By Satrajit Senn other MNC’s, which is fairly commendable. It is an institution in itself. I don’t think there is anything like a corporate brand imagery that exists for Zee. Star has it. Zee launched a different positioning with Vasudhaiva Kutumbakam but, somehow, I feel, the meaning of that is lost. There is no explanation about 12,000 views within it and I am hoping with this brand film that will come five days, on the across,” says a media agency official. Jabong microsite, with Sundeep Nagpal, CEO of Stratagem Media, opines people spending more that the launch of the brand film was a necessity for than three minutes Zee. “With the launch of a corporate brand film, watching it. the network is trying to establish a larger than “With Puma’s first life, international image as it’s an Indian company. of its kind digital Zee as a group has had an indigenous appeal since fitness campaign, we launch. It doesn’t want to be looked down upon as a are trying to create conglomerate and is trying to portray an international online engagement, appeal. It wants to tell people about its presence by making people across the globe,” he says. a part of the video Harish Bijoor, brand expert and CEO, Harish experience rather Bijoor Consults, observes that while brands within than witnesses. The India have attempted to talk the inclusive language concept of Chitrangada with tales of ‘national integration’ as a theme, Zee Singh’s Gear Up xercising alone can be boring at times. Buddies is designed for people who like to stay Sportswear brand Puma, in an effort fit,” Ghosh adds. Eto make exercising interesting, has He says that the trend of e-commerce launched a co-branded digital campaign with players partnering with retail brands is yet to e-commerce player Jabong.com, featuring evolve and that Puma wanted to create a brand Puma’s brand ambassador, actor Chitrangada experience that is shareable and linked to Singh. online sales on an e-commerce website. Developed by digital creative agency The agency has also brought in additional Brandmovers, the campaign, titled Chitrangada user-generated content (UGC) in this Singh’s Gear Up Buddies, features an interactive campaign by beginning a hunt for the fourth video on fitness routines. The video is live fitness expert, reaching out to bloggers and on a microsite (http://www.jabong.com/ fitness enthusiasts who will get a chance to gearupbuddy/) of Jabong.com. feature in the next edition of the interactive There are three instructors along with Singh video as Chitrangada’s Gear Up Buddy. who train viewers in Zumba, Crossfit and For this, participants need to share their running. The video gives users the ability fitness stories through tweets, images or videos, to change between exercises, and the people to get selected by the brand. on screen switch to different The contestants will be The network aims to Puma fitness gear. entitled to points which will The video also gives users be accumulated on the Puma reinforce its vision to an option to know more about fitness board on the microsite welcome the entire world to the particular fitness gear by and they will have to strive clicking on it and directing to be on top of the board. be a part of the Zee family. them to Jabong.com, if they The winner will get a chance want to purchase it. to work out with Chitrangada Group, with this film, attempts the language of Explaining the idea behind Singh and be a part of the ‘global integration’. partnering Jabong.com for fitness video. “The lingo that talks ‘the world is my family’ is as the campaign, Suvajyoti Besides, Ghosh informs inclusive as it gets. The film is long and needs many Ghosh, co-founder and CEO, that the brand also plans edits but, at large, it leaves behind a positive feel that Brandmovers India, says, that to promote the activity embraces the world within the Indian diaspora. Zee the campaign was meant to extensively on mass media as realises that it has to appeal its corporate language to increase online sales of Puma’s “The trend of well as on YouTube. its diaspora audience of Indians, who are today very fitness range in India and, In February, 2012, Puma mixed by marriage in the countries they live in. To since the campaign needed a e-commerce roped in Bollywood actor that extent, the attempt is a good one. The film is, strong marketing push from players partnering Chitrangada Singh as brand thankfully, all about the language of relationships, an e-commerce player, Jabong with retail brands ambassador for its ‘running and stops a tad behind the jingoistic language of became the chosen one because and fitness’ category. Post that, reverse colonialism that some Indian brands have of its push on marketing is yet to evolve.” a campaign called Move Faas attempted in the past. For this sake, I find this film activities. SUVAJYOTI GHOSH was launched across Puma to be refreshing in its approach and treatment," he Launched on November stores in India. „ explains. „ 15, the video received around [email protected] [email protected]

14 afaqs! Reporter, December 1-15, 2013 Let’s make news better LET’S BRIDGE THE GAP BETWEEN THE U.S. AND US

Condoleezza Rice on Indo-U.S. ties At the Hindustan Times Leadership Summit

BUILDING A BETTER INDIA DECEMBER 6-7, 2013

For speaker list and video archive, scan Summit logo using HT Active To download HT Active, SMS ‘HT Active’ to 54242 or look for it in the app store

Airline PartnerLuxury Partner Summit PartnersWriting Instrument Media Partners Partner Music CDs Associate Sponsors ',*,7$/ BIRLA SUN LIFE RAYMOND Digital Drive Simply Put The company extended its The mutual fund company has launched an investor education and ‘Drive for Passion’ campaign awareness programme. By Satrajit Sen to digital, inviting people to share their driving stories. we will continue to enrich with a lot of informative nuggets, life By Devesh Gupta facts and trivia, to make it sticky with viewers. Every initiative we do, fter the launch of its ‘Drive for hence, will add to and further build Passion’ campaign, Raymond has this platform.” Anow extended it onto the digital The website has examples platform. Drive for Passion moves beyond that investors understand and the Complete Man positioning to touch relate to, in the form of animated upon personal interests and passions of infographics, to explain mutual fund individuals. concepts with great simplicity. The The latest digital initiative on Facebook other interactive elements on the by the apparel brand invites fans and users website are the Knowledge Series, to share stories of their first drive, first Quiz, and The Knowing Game. car or experience of driving in different The Knowing Game, for example, locations. Three selected winners will get to helps users identify financial goals ride in a blazing high performance T-REX, based on different stages of their life the three-wheel motorcycle first designed cycle, indicating how mutual funds in 1988. can help them to achieve these Speaking about the initiative, Mrinmoy nvestor awareness has been the biggest point of goals through sheer dedication and discussion for financial brands in the last couple disciplined investment habits. Iof years. Market regulator SEBI, in 2012, had Vikas Tandon, MD, Indigo Consulting, states, also come out with its own website in 13 Indian “Financial awareness is a serious subject that involves languages, to spread awareness among investors and several fundamental concepts. Most content around to help resolve their grievances. this topic is perceived to be fairly technical. The On the same lines, Birla Sun Life Mutual Fund biggest task for us was to offset this notion and (BSLMF), India’s fourth largest mutual fund present mutual fund concepts in a manner that is company, has launched Jaanoge Tabhi Toh Maanoge, high on simplicity and visual appeal. We also wanted an investor education and awareness programme. to differentiate the offering from other players, As part of the programme, the company has also and present a platform that builds brand recall and developed a website, Jaanotohmaano.com. affinity for Birla Sun Life Mutual Fund.” Targeted at investors and potential investors, Jaanoge Tabhi Toh Maanoge is a 360 degree effort that seeks to deliver the right awareness and perception about mutual funds, so even a common Mukherjee, director, marketing and man can know, understand and realise the potential business development, retail, Raymond, of mutual funds as a powerful investment option. says, “The core of our campaign remains The company launched a television commercial, the same; we aim to look into the personal which is the first of the three commercials to be aired interests of The Complete Man. We have across national television, on November 11, to drive done this on the digital platform now, traffic to the website. The TVC has been created by because we have a strong relationship with JWT and the website has been designed by Indigo our fans on ground and we look forward to Consulting. reinforce this relationship virtually, too.” The website has been developed keeping two He adds that the success of the campaign important things in mind - the seriousness of the will be calculated based on the number topic and the willingness of the of people talking about it, the number of users to know about mutual funds. Birla Sun Life Mutual Fund shares and the ultimate reach. The task at hand, the agency is a joint venture between the The campaign is being promoted says, was to simplify mutual fund Aditya Birla Group and Sun Life on Raymond’s Twitter handle with concepts by presenting ideas and Financial Inc. Indigo Consulting is #DriveForPassion. Along with the pan- real life situations that investors are a full-service interactive marketing India print campaign, the company also accustomed to. and technology agency and is a launched a radio activation programme Speaking about the website part of the Publicis Groupe and across eight cities, asking people to share and the campaign, Ajay Kakar, aligned with the Leo Burnett their experiences on Biking for Joy and chief marketing officer, financial Worldwide network. The agency’s also an OOH drive with hoardings and services, Aditya Birla Group, says, clients include Godrej Nature’s billboards bearing the catch lines - ‘Drive “Jaanoge Tabhi Toh Maanoge is Basket, ICICI Bank, Asian Paints, For Passion’ and ‘Walk With the World’. not just a mere campaign. It is a Axis Bank, HDFC Bank, Liberty The Raymond Group was incorporated platform that we can own through Videocon General Insurance in 1925. Some of its group companies are time, here after. The website Limited, Max Life Insurance and Raymond, Raymond Apparel, Colour Plus which captures facets of mutual Kalpataru Limited. „ Fashions and EverBlue Apparel. „ funds now becomes the hub that Kakar: building awareness [email protected] [email protected]

16 afaqs! Reporter, December 1-15, 2013

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

PNB METLIFE BHARAT MATRIMONY GODREJ SECURITY SOLUTIONS The insurance company’s latest campaign focuses on ‘over The matrimonial website’s new campaign gives a new spin The brand’s latest campaign ‘Ab Musibat Se Darna Kaisa’ the counter’ service experiences faced by customers. to arranged marriages. The ad highlights that finding a demonstrates the unique, tamper-proof features of Godrej The real-life inspired examples are service issues faced match should not be dependent on chance or compromise Safes, which make the owners carefree about their across categories and attempts at pointing out that at PNB and that one should find a partner who cares and respects precious belongings when they are away. Metlife, customers can walk into any of the branches and her wishes. easily sort out problems.

Creative Agency: Lowe Lintas Creative Agency: JWT Creative Agency: McCann Erickson Production House: Curious Films Production House: Early Man Films PRINT HINDUSTAN IBM UNILEVER A recently launched HUL launched a print a pan-India ad to encourage campaign, by and urge people to IBM, across top support its ‘Project business dailies, Sunlight’ campaign, establishes the aimed at helping supremacy of IBM young children fight Cloud. And claims poverty, hunger, to hold more high diseases and other traffic websites than problems. Amazon, without any problems. CAMLIN The stationary manufacturing company came up with a print ad in the newspapers to invite participants for its Camlin Magical World Contest. The ad asked kids to join the dots and find the magical world.

Creative Agency: Infectious Media Creative Agency: Ogilvy India CCreative Agency: Ogilvy OOH DIGITAL

PAN VILAS PHILLIPS THE WEIGHTLESS PROJECT Godfrey Phillips-owned Pan Vilas has launched a massive To promote its LED lighting range, Philips launched a pan- The Weightless Project is an independent effort by Happy outdoor campaign to build its brand imagery and India OOH campaign featuring brand ambassador Ranbir Creative Services aimed at bridging the gap between communicate the new price of its 1.7g pack. The campaign Kapoor on the dual-lit billboards. Obesity and Hunger by asking people who exercise to sign was implemented across the key markets of Gujarat,UP, up and inform about the calories burnt everyday through MP and Delhi. supported devices. Every 1000 calories burnt equals 1 dollar of donation towards people who need food.

Creative Agency: Happy Creative Services Agency: DDB Mudra Max Agency: Ogilvy India

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

18 afaqs! Reporter, December 1-15, 2013

',*,7$/ GOOGLE INDIA Getting Women On the Web Google India has launched a campaign in association with Intel, HUL and Axis Bank, to spread awareness among women on the benefits of internet. News Bureau

oogle India’s latest initiative, ‘Help “We have already seen many cases at a village in Bhilwara, Rajasthan. Women Get Online’, aims to help women of women benefiting greatly by Google India Internet as a medium can be Gunderstand internet in a more profound using the internet and we are really aims to help extremely empowering for women way and attempts to spread digital literacy to delighted to partner with leading and this is especially true for women bring more women online. In the first stage brands in the country to take forward 50 million in developing countries like India. of the initiative, Google has launched a mass this ambitious project,” Anandan We strongly believe that internet can media campaign targeted at women, promoting adds. additional greatly benefit and transform the the specially designed website, www.hwgo.com, As part of the initiative, Google lives of women in India.” which will host content covering the very basics India recently concluded a pilot women to get According to several reports, of internet and content that is relevant for women programme on digital literacy in the online by the with over 200 million internet users in India. villages of Bhilwara in Rajasthan, in India and growing, the country The site, which is accessible both in Hindi which covered girl students in the end of 2014. is on its way to become the second largest internet market in the world, overtaking US. But only one third of India’s online users are women. Google India has partnered with Intel, HUL and Axis Bank for this campaign. Intel is also launching a mobile app, called Easy Step, for women, which would be available on the Android Play store. Debjani Ghosh, MD, sales and marketing group, Intel South Asia, says, “As part of our National Digital Literacy Mission, Intel has been working with the government to enhance technology adoption and digital literacy for boosting productivity and impacting livelihoods, in a phased manner across the country. We are extremely encouraged by the findings of the first phase of the programme, where we saw over 52 and English, includes interactive videos on how to switch on/off/ restart the computer, adjust colour, brightness, volume, see a person using the webcam, change time, move files from one location to another, change the look of the desktop and copy-paste data. It also features success stories of women who have benefited from the use of internet. (L-R) Anandan, Brunini, Ghosh, Bakshi and Gupta: coming together for a cause It has also partnered with a host of different companies who will create and share age group of 13-18 years, housewives and working per cent women participants and it was heartening content relevant for Indian women on the website. women. Women were trained on basic internet to see them use the newly acquired knowledge and These partners include Johnson & Johnson, applications such as search, videos and email. skills to better support their families.” Indiatimes.com, Healthkart.com and Babyoye. The training content was created in Hindi to help Hemant Bakshi, executive director, home and com. IMRB has also come on board as the research women understand how they can use the internet personal care, Hindustan Unilever, says, “At HUL partner and will help track the impact of the in their day-to-day lives. we give high priority to improving the lives of our initiative. Women can also call a toll free helpline, The activity, which went on for two and a consumers. We believe that the host of information 1800 41 999 77, to get answers for queries on any half months, covered more than 300 educational a woman can get because of access to the internet topic. institutes, 500 households and 50+ villages. Rajiv can help improve her life in many ways.” Rajan Anandan, managing director and vice- Gandhi Seva Kendras, which are government-run On the partnership of Axis Bank with Google’s president, sales and operations, Google India, says, internet centres across Bhilwara, were used for initiative, Manisha Lath Gupta, executive vice “Lack of easy access to internet, lack of knowledge the purpose. Google India plans to implement the president and head, marketing, retail liabilities and on how to use the internet and its relevance in pilot across other villages, districts and towns in electronic banking group, Axis Bank, says, “Our their daily lives are the biggest barriers for women the country. brand philosophy is that of a ‘Partner in Progress’. to get online. This initiative aims to overcome Yonca Brunini, global lead, Tech For Good Progress is what we stand for and we believe that these barriers and empower women to improve and VP, marketing, Google, says, “At Google, we Google’s ‘Help Women Get Online’ is a unique their lives.” want to contribute our knowledge and skills to initiative that is aimed at empowering women and, Google India aims to help 50 million additional help use technology to address humanity’s greatest thereby, contributing to the progress of society as women to get online by the end of 2014, by challenges. I am delighted to share the success a whole.” „ undertaking a variety of initiatives across India. of a pilot programme that was carried out by us [email protected]

22 afaqs! Reporter, December 1-15, 2013

LIFE OK 5,6,1*67$5 Once known as a re-packaged replacement for STAR One, Life OK has carved a distinct identity for itself on the back of its immensely popular show, Mahadev. Two years on, it is pushing for the top. By Raushni Bhagia

aunching a new TV channel is a chancy It has been delivering 150-170 GRPs in recent INNOVATIVE LAUNCH business. Having God on your side is no weeks. he channel had decided to do things bad thing. Life OK’s brief but fantastic Luckily for the new channel, five months after Tdifferently from the very beginning. On journey is testimony to that. In two short its launch, Imagine TV was shut down. Hence, in the launch day, it organised an eight-hour- Lyears, it has become the country’s fourth largest the GEC space, together with Star One, 90 GRPs long Mahadev Rockathon at a Mumbai hotel, Hindi GEC (General Entertainment Channel), became available. which could be viewed online. Many rock bands, beating old timer Sony for 15 weeks in a row. including Parikrama, Agnee, Euphoria and Shaa’ir Having Shiva backing it may have been one of the SANS STAR and Func, belted out a song each on Mahadev. reasons. ased on research, the Star India management Online, the content from the new channel was Life OK was introduced in December, 2011 Btook an important call: to introduce a new sandwiched between the performances. “It was to replace the floundering Star One (launched GEC without the ‘Star’ prefix. They wanted a risk to put all the content out there before in 2004), which had failed to get off the ground. viewers to believe that this would have a different the launch, but we wanted to break the rules. It continued to struggle in the 30-45 GRP range, set of stories from the ones on Star Plus. Why ‘Life Mahadev is a unifying God and we believed that earning the network `75-80 crore per year. Life OK’? Because the philosophy of the channel is to blending this with rock music would attract the OK and Star One have little in common except celebrate today without stressing too much about youth,” explains Thakur. that the arrival of one coincided with the departure the past or the future. “I don’t think Life OK would The channel experimented with scheduling of the other. While Star One intended to be a have been able to achieve this if it wasn’t a part of too. For the first four months, in order to get metro-centric youth channel, Life OK wanted the Star network, but going out with a different sampling, it telecast 20-minute episodes all week, to take advantage of the spread of television into name has worked for us,” says Ajit Thakur, general instead of the normal 30 minutes. This served a small town India. manager and business head, Life OK. double purpose: it could fit three episodes into an Explains Sanjay Gupta, COO, Star India, hour; besides, the smaller episodes meant a saving “Star One wasn’t sharply positioned. It didn’t in programming cost. make much sense to either viewers or advertisers. The channel still hasn’t Life OK also tried the concept of sutradhaar or There was an opportunity to talk to conservative narrator. It had Madhuri Dixit on board every day India, where people believe in the importance succumbed to the to explain why those stories were being told. So, of tradition and family. The revenues of Life temptation of running for Saubhagyavati Bhava (a show around domestic OK are much more than five times those of Star violence), Dixit would remark, “Didn’t he seem One. It has the potential to be the next No 1.” saas-bahu sagas or movies. like the perfect man? What went wrong?” She was

26 afaqs! Reporter, December 1-15, 2013 &29(56725< given the task of helping viewers connect with the Mahadev: its share in the channel’s total viewership concept of the programmes. “It was an extremely declined from 29.4 per cent in October, 2012 to useful experiment for us. We did it for six months 14.7 per cent a year later. FOTOCORP initially. We may get another brand ambassador Sushma Rajesh, head, content, explains that after our next brand refresh, which is scheduled to generate audience interest in new shows the for the first quarter of 2014,” says Thakur. channel has focused on promoting the characters in each story, in its mass communication. “We are GODSEND? still focused on creating differentiated and fresh hen it got off the ground, there was characters,” she adds. Wskepticism about the channel’s big punt In trying to be different, several shows have on ‘Mahadev’, a mythological show based on God failed. Thakur is refreshingly upfront about failure, Shiva. But it worked so well that they dared to “For every hit, we’ve had three misses. Either we schedule it at 8 PM, pitted against Colors’ Balika succeed or we fail spectacularly,” he emphasises, Vadhu, which had dominated the slot since 2008. adding, “We love to fail spectacularly, as long Due to its dependence on animation and special as it is while trying something new and better.” effects, Mahadev is expensive to produce - about Anything that’s not on TV currently could be Life 40 per cent higher than the typical fiction show. OK’s next project, according to Thakur. For every hit, we’ve had three On the other hand, it also fetches the highest misses. Either we succeed or yield, with advertisers paying `50,000-70,000 for a ADVERTISERS’ RESPONSE we fail spectacularly. We love to 10-second slot. d rates have been rising steadily as has the fail, as long as it is while trying RS Suriyanarayanan, associate vice-president, Anumber of advertisers, from 30, in the something new and better. Initiative Media, points out that the mythological beginning, to 200 in the last quarter. Of the initial series did wonders for Life Ok, which also lot, Shakti Bhog, the lead sponsor for Mahadev, and AJIT THAKUR succeeded in capitalising on it well. Idea have stayed with the channel right through. General Manager and Business Head, Life OK

THE ASCENT K K Kumar, managing director, Shakti Bhog Foods, says, “Life OK’s Mahadev is very different /LIH2.¶VYLHZHUVKLSFXUYHVLQFHLWVODXQFKLQ'HFHPEHU and it has given us a lot of mileage. The content 350  was promising from the very start and our decision has proved to be a good one.”  300 Sunita Bangard, president, marketing, Idea,   250 explains why the relationship has lasted so long:   “For us, UP, MP and Bihar are major markets 200  and the channel is talking to middle India in a big  way here. The deliveries are efficient and their 150  philosophy is similar to that of Idea. We target 100 males as much as we target females, so within the 50 genre, it was a better channel for us to be on.” 790V  7HOHYLVLRQ9LHZHUVKLSLQ0LOOLRQV Though advertisers are taking note of the 0 Avg (Wk 52, 53) Avg (Wk 1-13) Avg (Wk 14-26) Avg (Wk 27-39) Avg (Wk 40-52) Avg (Wk 1-13) Avg (Wk 14-26) Avg (Wk 27-39) Avg (Wk 40-46) channel, media planners unanimously believe 2011 2012 2012 2012 2012 2013 2013 2013 2013 that it will take some time for the channel to 790V,WLVWKHDYHUDJHQXPEHURILQGLYLGXDOVLQPLOOLRQVWKDWDUHDYDLODEOHDWDQ\JLYHQPLQXWHRIDSURJUDPPHGD\SDUWWKDWLVXQGHUFRQVLGHUDWLRQ become a ‘priority one destination’ for brands. ,WFDSWXUHVJURZWKLQ79DXGLHQFHVLQDEVROXWHQXPEHUV7KH795V\VWHPLQFRQWUDVWZRUNVRQSHUFHQWDJHV Suriyanarayanan explains, “While Star Plus, Zee TV, Colors and Sony are the reach builders, Life OK gives them reach as well as efficiency.” THE NEWNESS OF CONTENT The programming mix of the channel caters ife OK is different from other GECs in two to male audiences almost as much as it does to

Lregards: one, it still hasn’t succumbed to FOTOCORP the female audiences, unlike its older sibling, Star the temptation of running saas-bahu sagas or Plus. With 48 per cent of its viewership coming the regular soaps that are expected of a general from men, any brand that targets family or male entertainment channel. Two, the channel doesn’t audiences hops on to the channel. run movies, despite having access to Star India’s V Balachandran, national trading director at movie library. Thakur believes that movies are media agency Motivator, suggests, that this might a shortcut. “One does a whole lot of spends in act against the channel too. “The content is mostly promoting a movie. The movie appears just once in the realm of mythology and thrillers, so they are and then the channel comes back to where it was. still losing out on the female audience big time. I would rather spend that money in shows which So, if you take all adults, it’s doing well. But if you gather appointment viewing and remain on the have to segment it within the audience, it has a channel,” he says. long way to go,” he observes. Other than Mahadev the channel was launched Another point of view is that Star India with seven shows, including Saubhagyavati Bhava, wouldn’t want Life OK to grow beyond a point. which struck a chord with viewers. Since the There is a lot of variety in the Carat Media’s media director, Piyush Srivastava, second half of 2012, the channel has experimented product we are marketing. It’s elaborates, “Ideally, it shouldn’t become a ‘priority with four reality shows - Hunarbaaz, Laugh India one destination’ since that will threaten Star Plus. Laugh, Welcome and The Bachelorette India - all of tough to do and costlier as well. The network would want to have a strong No 2, which garner mediocre viewership. We’ve had a launch almost every but not another contender for the No 1 slot. If Till date the only shows to match Mahadev’s month and that will continue. there are two brands fighting for the same position, popularity have been Savdhan India and Shapath, the focus will be lost. Today, Life OK can be both crime thrillers launched in 2012. These have PRATEEK SEAL allowed Life OK to reduce its dependence on Head, Marketing, Life OK FRQWLQXHGRQSDJH>>

afaqs! Reporter, December 1-15, 2013 27 0(',$ SAKAL GROUP State Expectations The media group, in a bid to make Maharashtra a better place, is asking its audience what they expect from the government. By Devesh Gupta

aharashtra-based media outfit Sakal the Delivering Maharashtra Program, ensuring Media Group recently came up with that we have the right concerns in mind, as we Mits latest initiative titled ‘Maharashtra chart the road map for Maharashtra for the next Expectation’ or ‘Maharashtra Apeksha’ (in few years.” Marathi), aimed at finding what the people of For each sector, the media group allotted three Maharashtra expect from the government on days of heavy advertising in the newspapers. On development in different sectors. the first day, a front page print ad was released The 45-day campaign was spread across print, which defined the sector and its current status radio, online and television. Sakal Media Group and requested people to share their opinion and initially identified sectors such as industrial feedback on it. development, financial revenue, infrastructure and On the second day, the collected feedback was urban development, community development, summarised, while on the third day, a probable rural development, power, judiciary, cooperative which was then published in the form of a 12-page and textile, agriculture, water, healthcare and ad free supplement titled ‘Delivering Change’, on FDA, tourism, IT, education and entertainment, “All projects October 30. and sought people’s opinions on them. identified by the These solutions were designed using a special Speaking on the idea behind the campaign, technique titled ST7 (Sakal Trinity 7) that takes Abhijit Pawar, managing director, Sakal Media group will be its inspiration from PEMANDU (Performance Group, says, “What scrutinised first Management and Delivery Unit) of the Malaysian we did by way of this government. The PEMANDU model identifies campaign was to ask our for their social the problem, obtains solutions by bringing in readers and viewers - the impact.” opinions from the smallest stakeholders of society. citizens of Maharashtra ABHIJIT PAWAR Pawar says, “All projects identified by the - as to what are the group (and subsequently under the fold of key issues that are the Delivering Maharashtra Program) will be affecting our state. solution was presented, with top agendas for scrutinised first for their social impact and then What are Maharashtra’s consideration, economic indicators the current the manner of implementation. Once the project’s expectations in statistics and the funding requirement for it. positive impact on society is determined, the terms of issues The feedback for the campaign was collected implementation will have to engage and connect that need priority? through Sakal Times’ Facebook page, SMS with the stakeholders and be based on inclusive Feedback from (58558), call centres (9225800800) and its Twitter participation and consensus of all involved. the Maharashtra’s hashtag (#MaharastrasExpectation). Implementation paths chosen will also ensure Expectations After receiving suggestions and reactions accountability, transparency, efficiency and campaign has then from people, Sakal Media put together a carefully compliance with the rule of law.” „ been used as inputs in designed implementable solution to the issues, [email protected]

<< FRQWLQXHGIURPSDJH Sony because of a certain credibility and keep talking to the existing ones. marketing doesn’t seem to be going and value which are over and above We are already on top in UP, but we down anytime soon.” GRPs. have to focus on other LC1 markets The channel has close to 1.6 Rising STAR... “Life OK is ahead of some older in a big way. May be in the next 12 million fans on Facebook today, as channels but that is only as far as the months we will be in all the LC1 opposed to 1.1 million in December, sold as a reach builder, but if it gets measured TAM numbers go,” he towns.” 2012, so growth is slower than close to the No 1 slot, they will have contends. He states that the idea is to not before. “At launch, we did a lot to de-sell Star Plus.” just claim market share in these of digital investment. Recently our Star India’s Gupta, however, PROMOTIONAL PUSH markets, but also grab mindshare digital spends have gone down, but is categorical: Life OK is free to ife OK was launched with a big in a way that Life OK becomes the we will correct it soon. We also want compete with Star Plus – the two Lbang and marketing spends have differentiator in the genre. to build our own website,” says Seal. have to grow without worrying about been aggressive right through. Will Prateek Seal, head, marketing, Life On its second anniversary, Life each other. In fact, he further says, there be any cutbacks here? OK, concurs, “There is a lot of variety OK is clearly on a roll. Its line-up “It will have to grow bigger to come Thakur denies any such plan. He in the product we are marketing. It’s looks strong and with several popular in the priority one bracket of the says, “Marketing is likely to increase tough to do and costlier as well. shows on air, 200 GRPs may be the audience.” for at least the next two years, because We have had a launch almost every next barrier for it to break. With the If Life OK has repeatedly overtaken we need to reach into more markets month and that will continue. So, the way it is going, few will be willing to Sony in recent weeks, why are its ad bet against that possibility. „ rates only a fraction of what the [email protected] older channel commands? Karthik Ad rates have been rising steadily on Life Lakshminarayan, chief operating OK, along with the number of advertisers, Additional interviews with: officer, Crest Madison Media, says Amol Mohandas, Allied Media and that advertisers are paying more for from 30, initially, to 200 last quarter. Vidyadhar Kale, Maxus

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THE WORLD’S LARGEST-SELLING FASHION MAGAZINE Visit us at: www.ellenow.com NOW ON STANDS 1(:60(',$ DANCING REALITY SHOWS Dance Redux As Sony announces the launch of the new season of Boogie Woogie, afaqs!Reporter looks back at how the paradigm of dance reality shows has changed in India. By Prachi Srivastava

espite numerous reality formats in the past two decades, singing and dancing shows Dhave somehow always been closer to the hearts of the Indian television audience. Among these two, dancing reality shows have an edge in popularity. It is pertinent to note here that singing reality shows are more popular in the West, but they are losing their spark in India. The success of dance reality may be attributed to the freshness brought in by different dance forms, styles, music (fusion of songs, additional beats) and of course, Nach Le Ve with Saroj Khan costumes, themes and performances.

DANCE EVOLUTION he origin of Indian dance reality shows dates Tback to 1995, when Sony Entertainment Television launched Boogie Woogie with Naved Jaffrey, Javed Jaffery and Ravi Behl. The show subsequently reappeared on television after a gap of several years. It is scheduled for another comeback in December, this time after four years. Celebrity contestants on Nach Baliye Abhishek Bachchan on DID Almost all the leading Hindi GECs today have one dedicated dance reality property, with a paradigm shift in the concept. Boogie Woogie next door. Such is the appeal of the show that the song. There have been shows like DID that was a remarkable show in itself, even when the it is currently in its fourth season! The show is have shown pure dancing, but also shows like broadcast industry was budding at that time. Based also credited with making the Indian audiences Nach Baliye that have highlighted the romantic side on Bollywood dancing style, it provided a platform familiar with various dance forms such as of celebrity couples.” for people (kids, teens, adults and celebrities) classical, contemporary, Bollywood, hip-hop, jazz, One surprise in the dance reality format was to showcase their dancing talent. Subsequently, kalaripayattu, salsa, Samba and musical theatre. Star Plus’s India’s Dancing Superstar. The show, there have been many similar shows on Indian With these shows, dance reality has been for the first time, featured contestants of different television. extended beyond mere dancing to include ages, from different countries. They were selected In 2005, STAR One launched the first celebrity interesting storytelling with the right theme, on the basis of pure dancing talent and whether dance reality show, Nach Baliye. The home- lighting and choreography. they wanted to perform solo, duet or in a group grown format features real-life celebrity couples Ashish Golwalkar, non-fiction programming was up to them. The show’s first season was competing with each other. STAR India had head, Star Plus, says that television is getting widely appreciated. aired the first two seasons of the show on STAR mature. “There is a lot of competition and Imagine TV had also aired a dance tutorial- One, before moving the property to Star Plus. currently it is down to how best you can tell a based show, ‘Nach Le Ve with Saroj Khan’. The The show’s sixth season is currently story of a particular show. When it show encouraged people to learn dancing from on air. comes to dance reality, one needs to Bollywood’s renowned choreographer. Sony Entertainment Television Almost all constantly reinvent. Unlike singing, Actor Madhuri Dixit too has launched an launched the Indian adaptation of dancing reality is more engaging online dance academy, Dancewithmadhuri.com, BBC’s Strictly Come Dancing and ABC’s the leading because of the storytelling and hence wherein she is teaching the audiences to dance to Dancing with the Stars, titled Jhalak it’s becoming bigger and better!” her popular song numbers. Dikhhla Jaa (JDJ), in 2006. The show Hindi GECs Dance reality as a genre has pairs a choreographer with a celebrity also seen its share of failures and STEPS TO SUCCESS who is not necessarily a dancer. Nach today have lukewarm responses. Star Plus’s Just akers believe that storytelling is an important Baliye and JDJ introduced celebrity one dedicated Dance that marked actor Hrithik Mpart of dance reality. Because of the visual quotient in dance reality shows. They Roshan’s entry into television was appeal, it connects more with the audiences. Also, made dancing glamorous and gave dance reality one such show. Besides JDJ, Colors dance reality has been very aspirational for Indian way to public voting too. has also experimented with Chak viewers. The success stories of participants have In 2012, Sony offloaded JDJ to property. Dhoom Dhoom that saw moderate encouraged the choice of dancing and choreography Colors. The show eventually gained success in its two seasons. The as serious professions. DID contestants have enormous popularity, courtesy the celebrity channel also featured dance performances in its assisted well-known choreographers in the film participants and judges, including dancing diva, talent hunt show, India’s Got Talent. industry. Many also got an opportunity to act Madhuri Dixit. According to Hemant Ruprell, producer, in UTV Motion Pictures’ dance-based movie, Among the talent hunt based shows, Zee TV’s Frames Productions (Nach Baliye 6), there was ABCD: Anybody Can Dance. Other contestants Dance India Dance (DID), launched in 2009, is a time when singing talent hunts were more have choreographed for shows like JDJ. prominent. The show is believed to have re-ignited popular, but today it’s dance reality. “Any reality The dance reality shows have also started dance as a genre on television. A pure dance-based show or talent hunt show always evolves. If it entertaining audiences through humour and gigs. show, it’s about common people making their doesn’t evolve, it dies! Today dancing is popular; A contestant’s brief background is also aired, big dancing dreams come true. Audiences relate few years ago singing was more popular. Dancing is to it, as it seems to them like a story of someone something that people will watch despite disliking FRQWLQXHGRQSDJH>>

30 afaqs! Reporter, December 1-15, 2013

,17(59,(: SANJAY GUPTA> CHIEF OPERATING OFFICER, STAR INDIA “We want to change the mindset towards sports” With six sports channels in its bouquet already, Star India’s renewed interest in sports is conspicuous. The network’s COO explains that there is a social as well as business reason behind it. By Raushni Bhagia

tar India is a name normally associated hence different kind of content. To enter sports, colleges and create heroes in those places. We will with serials, since Star Plus casts such a you have to invest; there is no other option. There follow football, hockey or badminton for those Slong shadow over the rest of the television is no good time or bad time. If you want to change who are not interested in cricket. network. Over the past year or more, though, Star the way we play or consume sports, you have to India has also been in the news because of a new- do it in a very significant way. You can’t dip your For viewership, more people need to found interest in sports, after it won the rights toes and check if the water is hot. You will have to play some game out there. Are there any from BCCI to all domestic and international jump into the pool to try and make a difference. on-ground initiatives to promote sports? cricket matches for six years, with a bid of `3,851 That’s why now and in such a huge magnitude. We already have a partnership with IMG Reliance crore. Soon after, it bought out ESPN’s stake in its It will take five to ten years for the network to for a football league, Indian Super League. Second, joint venture in India. realise profits on this investment. We are talking we started a hockey league in partnership with It has now dropped the ESPN name to simplify about changing the mindset towards sports. Hockey India last year. We broadcast the Indian the bouquet of channels it offers: Star Sports 1, 2, It is abysmal how much time Indians spend Badminton League. We are partnering with 3, 4 plus Star Sportsorts HD1 anandd HD2HD2.. IItt hhasas aalsolso watcwatchinghing sports. If youyou put a goodgood dramadrama on differentdifferent stakeholderssta to not only broadcast the committed to investvest `20,00020,000 crore in the sportssports TV,TV, peoplepeople will watch it games,games, but alsoa to shape the ways sports is played. genre in the years ttoo come. afaqs!Reporterr spoke bbutut that’s not the to Sanjay Gupta, chief operating officer of Star ccasease with sports. Why name the channels 1,2,3 and 4? Why not India, to understandand the network’s new passion IInn cricket, Cricket,Cricket, FootballFo etc? for sports. we wanwantt ttoo I felt that tthish would be limiting. First, we can put ppromoteromot e onlyonly 24 hourshou of cricket content on a channel. If Where does sportsrts fitfit into Star’s schemescheme ofof RanjiRanji as wellwell wewe go deeperdeepe in domestic cricket, we need more things? asas domestic channels.channels. PeoplePe interested in sports follow more We got into sportsorts for two reasons. First, it pplayers.lay ers. thanthan one ssport.p Why define a channel with the occupies a very lowow place in India. If you reallreallyy PPeopleeople namename of thethe game? It’s about unlocking the power want to take a leapp as a country, sports plays a veryvery needneed to see, ofof cricket andan the power of all sports. We see these important role. WeWe want to be a superpower in rrecogniseecognise fourfour as a sisinglen channel with 96 hours of content sports, but actuallyy we are a zero power. To reach andand idolise everyevery day. ViewersV can flip through and watch our full potential, we needneed to buildbuild sports.sports. ththem.em. MaMayy whateverwhatever theyth like. Second, Star Indiandia can make a bibigg difference in be wewe havehave WWee sspentpen close to `100 crore - including the way we, as a country,ountry, engage with sports. And toto start from nnetworketwork propertiespro - in promoting this change. in that opportunity,ty, if we do well, we can make schoolsschools and NNormally,ormally, wew spend only 50-60 per cent of this a lot of money. TThehe realitrealityy todatodayy is that none of aannuallynnually on marketing our sports channels. the sports broadcastersasters is making money. I believe that if ddoneone wewell,ll, it’s a You areare hoping that commentary in local profitable business.s. llanguagesang could explode viewership The Star’s sportsrts networknetwork ofof sports. Any guesses on why the contributes about 20-25 perper commentaryco has largely been cent of Star India’s’s revenue. limitedli to English so far? If the media marketrket growsgrows It’sIt very difficult to say why it was this at around 12-15 perer cent, we wway. May be people believed that sports feel Star Sports shouldould ggrowrow dodoesn’t need a language. To my mind, at double this rate.. iit’st’s a wrong belief. You need to explain ththe game to the viewers. For many `20,000 crore iiss a ppeople,eo cricket is restricted to fours, sixes lot of money. Over andand the fall of wickets, because we don’t what period are knowkn the language in which the sport is you looking at beingbe talked about. investing this?? It would be interesting to know where Why now? a player comes from, his background, In sports, the whatwh the shot was called and if there content and isis aanother technique to play the shot - hence the aallll this can be explained only through revenues aren’t cocommentary.m Language has restricted the linear. Every undeunderstanding of sports for the masses. year you have GGoingoing by our experience of Hindi we’d like different sports events and FRQWLQXHGRQSDJH>> FOTOCORP

34 afaqs! Reporter, December 1-15 The Caravan's December issue is an explosive media special with a cover story on the inner workings of Raghav Bahl's colossal Network18 media empire, now under the control of Reliance. The issue also features stories on India's glamorous but compromised national security beat, the sense and nonsense of opinion polls, and Twitter's moves to win over India's influencers.

0(',$ BBC GOODFOOD Gourmet Tales On its second anniversary, the magazine has come up with a special issue that attempts at bringing a borderless culinary experience. By Devesh Gupta

BC GoodFood India on its second world through the medium of food. India, and among the anniversary, has launched a special This issue for us is a culinary coup digital and social media Bcollector’s issue that features 25 of the and logistic triumph as we brought circles. world’s best culinary minds such as Imtiaz Qureshi, the best across the globe together Priced at `150, the Neil Perry, Antonio Carluccio, Raymond Blanc and it is for the first time that any magazine has 228 pages and Rahul Akerkar. international food magazine has and the ad-content ratio These masters have spoken about their done so.” is 30:70. The magazine’s experiences and journeys in the field and also She further adds that it took most avid readers are about their signature dishes. Besides regular six months to compile the issue women in the age group columns and features, the collector’s edition also and the best in the industry have of 25-45 years. However, includes reviews of five iconic Indian cafes that contributed the features. it is being increasingly have a history attached to them. Kyani in Mumbai, On the marketing front, picked up by men, too. It is Koshy’s in Bengaluru, Indian Coffee House in the magazine has a specially positioned as a magazine for Delhi, Flury’s in Kolkata and Infantaria in Goa are designed cover jacket and a free Hairy people who are passionate among those featured in the issue. Bikers Cookbook series DVD distributed with about food, whether it is Another attraction for readers is an interview each copy. The issue is also being promoted at the cooking at home or eating out, and are willing to with Nimrat Kaur, the Bollywood actor who retail level at Landmark and Crossword stores, pan experiment. recently featured in the movie Lunchbox. About the magazine’s journey so far, Tarun Rai, Some of the regular features in the issue are 7 CEO, Worldwide Media, says, “We are the first under 700, Ready in 30, Good Food Investigates, international food magazine in India. We, thus, Eat Like a Local and Masterclass. The issue have no precedents to follow. When we launched, contains recipes for traditional Indian mithais it was a completely unchartered territory for us. with a modern twist and methods for people to But we learned quickly. And in two short years, create packaged, homemade, edible gifts for the we have built a very close relationship with the festive season. industry, the advertisers and our readers. The Speaking on the special issue, Sona Bahadur, way the magazine has grown has surpassed all our editor, BBC GoodFood India, says, “Today, people expectations.” across India want to be abreast with the world He adds that GoodFood has the highest number and want to find out what is happening there. of readers from the West and North of India. „ This issue is an attempt to create a borderless Bahadur (L) and Rai: food’s the word [email protected]

<< FRQWLQXHGIURPSDJH The problem goes beyond will numbers vary. People spend 160 eating into the other. The bigger and mindsets in India. We need the minutes per day watching television question is: do we have the right administrators of the country to content here, as opposed to 300 content and strategy for people to “We want to...” tell everyone in schools that sports minutes in the US or the UK. This consume content, when they access is as important as studies. So it’s is largely because in all our houses, their mobile phones or tablets? to consider commentary in Tamil, a challenge of both infrastructure there is just one TV set and that is Kannada, Bengali and Marathi. The and attitude. It will take many years not going to change dramatically. The ad-cap doesn’t yet apply to challenge is in finding the talent. before it changes. So, these 160 minutes will go to the sports genre in the same way Someone who can explain the game 300 minutes on the back of digital as for others. How do you see the in that language. Plus, a consumer in Where do you see the online devices. situation? Marathi or Kannada must feel that consumption of sports going? Is If the wife is watching a show on The first thing is to restrict advertising the person has credibility. it eating into the TV viewing TV, the husband might be watching on all channels. The only difference space? a match on the internet and the in sports is that during a live match, Getting viewers to look beyond Given its size and pace of growth, the youngster might be consuming some sports have more breaks and cricket is still tough. Do you see it good thing in India is that nothing comedy on the mobile phone. So, I some have less. For example, cricket as an opportunity or as a hurdle? eats into the other’s space. Just the am not so worried about one thing has a lot of breaks, but football goes It’s both. Opportunity in that at on continuously for 45 minutes. In least we aren’t a zero sports country! most programmes, the ad cap is by Almost 60-70 crore people have “Star India can make a big the hour; in sports we must do it by seen cricket on television. Now, the the day. On an average it shouldn’t challenge is to get them to see other difference in the way we, be more than twelve minutes per sports. The task of getting them to hour. watch, follow or play a sport isn’t as a country, engage with The ad cap is a challenge of easy. Most of the schools in Mumbai sports.” implementation more than that of don’t have playgrounds, and those revenue. What will you do if six outside Mumbai have grounds, but SANJAY GUPTA wickets fall in quick succession? „ no equipment. [email protected]

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at times, to build emotional connect, along Something Fishy with behind-the-scenes footage that show how In an attempt to promote its latest movie, Viacom8 sent out goodies much effort these contestants put in before the final performance. Dance reality shows’ hosts that sparked the reaction, ‘What the Fish!’. By Devesh Gupta have also started playing an important role in entertaining viewers. hat will be your first reaction if you Talking about the evolution of dance reality receive a condom, a joint and sex booster shows, Gayatri Gill, creative director, Swastik Wpills hidden in a fish bowl, sent as a gift? Productions, says, “Initially dance was much It would be WTF - What the fish! more amateur. Javed was a known face; he was Viacom 18 implemented this idea to promote its an actor, dancer and was an important part of latest movie, What the Fish, directed by Gurmmeet Boogie Woogie. Then, of course, humour and Singh and co-produced by Viacom18 Motion fun element added to the appeal. Today, dance Pictures. reality shows involve celebrities in a bigger way. It sent more than 300 such fish bowls to trade Also, dancing is no more amateurish.” media organisations, celebrities, twitter influencers “If you see DID, the kind of talent that the and media houses, with an attempt to generate channel is actually able to get is extremely good. buzz and create social media visibility. Dance reality shows today have a visual appeal, The film is set in Delhi and revolves around the there is drama and dance. The choreography is crazy things that can happen when parents take a perfect and the use of props is more. Celebrity vacation and the youth they leave behind, grab the opportunity to party. The film has two important

Contestants on India’s Dancing Superstars The film, targeted at the youth, will be released on December 13. characters, ‘Masi’ played by Dimple Kapadia and crore, across television, digital, BTL and radio. ‘Mishti’, the fish. Makers say that the fish and the Speaking about the campaign, Rudrarup bowl also play an important role in the film. Datta, head, marketing and operations, Viacom18 Contestants on JDJ To create buzz outdoors, Viacom18 Motion Motion Pictures, says, “The film is based on all Pictures placed fish bowls at several fish markets the things that happen when parents are not at and also in rickshaws in Mumbai. It also branded home. Through our campaign we wanted to create integration is also easier and it has more fun fish with the film’s title, ‘What the Fish’, to attract a quirky moment and capture people’s attention quotient now,” Gill adds. the attention of fish buyers. when they say, ‘What the fish!’” While the different dance forms have caught While the BTL activation has been done across The film is targeted at the youth and will be up and the audiences are looking for entertaining, Mumbai now, it will be extended to Delhi, Pune released on December 13. Some of the other films energetic, theme-based performances, it will and a few other towns too. from the production house are Special 26, OMG, be interesting to see how well Boogie Woogie’s Viacom18 Motion Pictures has kept a small Bombay Talkies and Chashme Baddoor. „ comeback is received. „ marketing budget for the film, to the tune of `2.5 [email protected] [email protected] Knowledge Partner HEALTHCARE BRAND SUMMIT 5 - 6 December, 2013 | Hilton Hotel, Mumbai ,QWHUDFWZLWKVRPHRIWKHPRVWUHVSHFWHGLQGXVWU\OHDGHUV EUDQGLQJH[SHUWVIURP 5[+HDOWK&DUH6HUYLFHV27&+RVSLWDOV'LDJQRVWLFV 'HYLFHV DQGOHDUQIURPWKHLUH[SHULHQFHRQEXLOGLQJDSRZHUIXO+HDOWKFDUH%UDQG

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GAURAV SRIVASTAV A Dummy’s Guide to In-Film Promotion f advertising refers to a message command the bulk of placements that helps to inform or influence which happen in the industry. The Iconsumers, and content refers to deal size per placement can go up entertainment, what happens when to `1-1.5 crore (with the brand you mix the two? The impact is promising similar or greater amount higher and the benefits of the content to be spent on a co-marketing tie up). maker multiply, simply because Reach, on the other hand, is a viewers can’t ignore advertising post placement phenomenon, that imbibed in the content. is, it depends on how well the movie Surprisingly though, one can’t, as performs after release. A major on date, calculate the returns and the difference between the approach best possible investment in such a towards TV and movie content is deal. An easy understanding of what that, while TV in India is still very goes behind these deals. much run on the ad revenues from the brands, for movies, brands are What is in-film placement? only an ancillary medium of making n loose terms, putting a brand revenues. Movies make their major Iinside a movie, soap or reality chunk of money from the box office show, such that it becomes a part of and hence, the content is treated as the scenes/footage/storyline is called $KDQGIXORIELJILOPVWDNHLWDOO more sacrosanct. in-film placement. It is weaving the brand as part of content. EUDQGVWKDWKDYHIHDWXUHGLQ6DW\DJUDKD Which brands have made memorable product placements, Which categories use it the most both globally and in India? in India? Television - based on the current touch an emotional chord. he most famous one has been MCG, consumer durables, going rates of the ad slot during TFed Ex in Cast Away. Others Fautomobiles, cosmetics and content telecast and the extent to How does product placement that got prominent eyeballs recently tele-services have been using the which the brand is integrated in differ in various properties such were Ford vehicles in Quantum of proverbial in-film placements to the scene. But the point to note as soaps, reality shows and films, Solace, Mercedes Benz in A Good a good extent in India. Although, here is that placements are not stand in terms of costs, reach and Day to Die Hard, Audi in Iron Man, in strict number terms, television alone, they also include FCT (free category of product? Sony products in Skyfall. In India, the content gets a lot more placements commercial time) and other benefits or both reality shows and soaps, famous ones have been Coca-Cola than the movies in our country. from the channel to the brand. Fwhich are content telecast on in Taal, ICICI Bank in Baghbaan, television, the costing is usually Bournvita in Krrish and Fevicol in Which categories can benefit the What are the various types of based on the popularity of the show, Dabbang. most from in-film placement? placements? slot time and the type of placement. And, which cannot? n broad terms, there are three For example, a home cleaning On what basis do you select the ll tangible goods are easier to Ikinds of placements: passive - product will be able to get a content for your brand? Aplace and build in the story where the brand is just shown in ‘hyperactive’ placement in Bigg Boss, part from the obvious criterion of the content being created and the foreground or background of the where the contestants can be made Aof how big the property under hence stand to gain the most. Service said scene, active - where the brand to use it, talk about it, show its consideration is, a serious brand categories are harder to build in. is shown being used or being spoken benefit to the wide mass audience, manager also needs to consider: But, this is just the general rule. about and hyperactive - where the at a considerable premium on the whether the content (and channel Creating content being an art form, brand is shown being used and also ongoing 10-second rate. However, when it’s TV-based content) appeals how much a brand can gain from a spoken about. placement in a soap will be much to his TG or not, the kind of particular placement has to do with less costly, as the placement can only placement being offered, what kind the quality of the content maker. How different is product be ‘active’ and may not command as of character is handling the brand, placement for an established wide an audience as Bigg Boss. how important is the brand in the On what basis is the pricing brand vis-a-vis a newly launched For films, the cost of product storyline and what precaution can done? one? placement and its reach work be taken to hedge the investment, if ricing in Bollywood - this is still he difference lies only in how the independently, as the quantitative the content does not work with the Pa supply demand game. As of Tbrand team wants the placement benchmarks have yet not been set. audience when released. now, the industry has no quantitative to work for the brand. The aim can be Currently, the cost of placement of benchmarks set in terms of duration to use a mass reach medium to create a product is directly proportional to How is placement different in and/or kind of placement being recall and recognition; or to help the number of brands wanting to do Hollywood and Bollywood? offered. The calls are still based on people understand the different uses the placement and keenness to get Hollywood has developed a unique the gut and tend to happen only for of the product. Also, the placement the placement done. In simple terms, the biggest movies of the industry. could be purely functional or aim to the top five-six movies every year FRQWLQXHGRQSDJH>>

40 afaqs! Reporter, December 1-15, 2013

,17(59,(: KEERTAN ADYANTHAYA> MD, NGC AND FOX INTERNATIONAL CHANNEL “As business managers, we have to be realists” He increased the emphasis on local productions for Fox Traveller and NGC, a move that seems to be working well for the channels. In this interview, Keertan Adyanthaya talks about viewership patterns and the impact of digitisation on this genre. By Raushni Bhagia

ational Geographic Channel recently launched its first promotional campaign, NUnlock, featuring brand ambassador John Abraham. Beginning with Supercar, Abraham will shoot promos for several properties of the channel. Although the contract with Abraham is for a year, the channel expects to use his image to help establish a brand personality. Meanwhile, sister channels Nat Geo Wild and Nat Geo Music are gearing up, courtesy digitisation. afaqs! Reporter spoke to Keertan FOTOCORP Adyanthaya, managing director, NGC and FOX International Channel, about the expectations and “We do hope that carriage of extremely high quality. So, before doing a show, the journey of Fox Traveller as a niche channel for a dummy is produced and, hence, the cost goes up travellers. fees go down because it tremendously. Also, there aren’t too many countries that are What does NGC aim to achieve through its does not benefit any of the takers of Indian content on NGC. FOX Traveller’s association with Abraham? content is still taken by countries like Germany, The Unlock campaign is built around some core stakeholders.” Italy, France, Middle East, Russia and others. values of the channel. We do this every three-four productions that we made or the content that we years to refresh the channel and bring a lot of acquired was of this type and, I think, that’s what How has the language feed helped niche content on board. It was a good time to bring John has hooked viewers on to the channel. channels like yours? on the channel, because this way we are able to Language feed is extremely important as it increases humanise the brand. It puts a face to the brand and Under your tenure, the channel increased the audience base manifold. As of now, Bengali, gives a figurine that people can relate to. local content from eight hours per year to apart from Hindi and English, has the largest Many channels don’t really need brand about 100 hours per year. How important are viewership in India. Tamil has a lot of distribution ambassadors. Say, for Star Plus, its main characters local productions in view of the higher costs problem since it’s a pay channel. There aren’t any are its brand ambassadors. For a kid’s channel like involved? plans to launch more language feeds, but Kannada Pogo, Chhota Bheem is the face, as is Mickey We have produced a lot of off-beat shows on Fox and Malayalam are the ones that might work. Mouse for Disney. Traveller. For example, Twist of Taste is about the Michelin star chef of Indian origin from London, You had mentioned in an earlier interview FOX Traveller has finally found a stable who goes around India and recreates the signature that English viewership is very much like positioning as a traveller’s channel. What has dishes of specific places; and Style and the City takes the taste for international food that Indians the journey been like? fashion beyond Delhi and Mumbai. In Sound Trek, want to eat once a week. Are you ready to air It’s been a fantastic journey. The channel is above musicians went back to the roots of Indian folk distinguished programming each day of the AXN, Zee Café and STAR World. It has also and classical music and recreated that experience. week? beaten TLC and Good Times. When we looked Another key series is Inside. Even a news crew will Digital distribution makes a lot of sense for a at this genre, we considered the complete English not be allowed inside Mecca or White House, but channel like ours. Earlier, availability was a big entertainment segment, since we all cater to the an NGC crew has this upper hand because people problem. Today, however, the DVRs are there and same audiences and even have similar content. know that we just document, without taking a people are able to mark things on their calendars. It has been a numero uno channel for about 18 stand. Programming-wise, we have many initiatives, months now. I think this is because there was a As of now, on FOX Traveller, about 70 per including making people familiar with our kind need gap that we discovered and implemented our cent of the total content is international, while the of shows and to explain their relevance. Repeat, strategy really well. number is 85 per cent for National Geographic though, is tricky. But, we track the kind of viewers Today, you hear of people travelling to Singapore Channel. It’s extremely difficult to make local we get each day. We have been pretty successful in just for a rock show; or people visiting different content for NGC, mainly because, on NGC, fact- scheduling that. places in India to learn specialised cooking - these checking is very important and it takes at least two are out-of-the-way experiences. So all the local years to put together a show. Secondly, it has to be FRQWLQXHGRQSDJH>>

42 afaqs! Reporter, December 1-15, 2013 0(',$ VIACOM18 << FRQWLQXHGIURPSDJH “As business managers... ”

Almost all the channels in the genre are Who owns Gutthi? subscription-based. How do you expect the decreasing carriage fees to impact revenue? Viacom18 has claimed the IP rights of ‘Gutthi’, the character As far as we are concerned, carriage fees haven’t of its comedy show; however, the actor playing the role denies it. really gone down. While it has gone down in a few markets, we are expanding into other markets News Bureau (for example: LC1), so there isn’t any change. In the long term, carriage fees will go down. But things are too murky right now. Despite numerous deadlines, certain practices have not stopped. As business managers, we have to be realists. Here’s an excerpt from the We will comply with everything that the notice: ‘A certain artiste and stand- regulator says, but there is a real world out up comedian associated with the there. For me to predict that real world, programme Comedy Nights with is a little tough now. Yes, we do hope that Kapil aired on Colors television the carriage fees go down because it’s just a channel is planning to launch and/ black expense; it doesn’t benefit any of the or be associated with other shows wherein the said artiste is likely to perform the character of ‘Gutthi’ and/or use the mannerisms and

fter being in the news for the fire that broke out on its sets, Comedy Nights with AKapil (Colors) is again in the news, this time for losing one of its popular characters, Gutthi, played by comedian Sunil Grover. The channel has now issued a public notice claiming intellectual property rights of the character from the show. “There aren’t too many Grover was in the news first for negotiating on his remuneration and then for expressing interest countries that are takers of in starting his own show. The new show was to be Indian content on NGC.” called The Gutthi Show, tentatively, framed around the famous character. KEERTAN ADYANTHAYA As per the notice issued by Viacom18 (picture on the right), using the character of Gutthi anywhere else (apart from Comedy Nights) will be held as a legal copyright infringement issue. stakeholders. Plus, there is no value addition However, it must be noted that a character provided by this amount. In fact, it encourages very similar to Gutthi appearedeared in Hans the distributors not to provide more channels, Baliye (played by Groverr himself) for the very fact that we are giving them money. on STAR One and the aactorctor hhasas I, personally, believe that December 31, 2014, reportedly denied that the channel will be an effective deadline.

What is the challenge for NGC’s bouquet of “A character similar ccharacteristicharacteristic features of ‘Gutthi’ channels in India? and/orand/or aany other character Distribution is the main issue. For some channels to Gutthi appeared in played byb the artiste in the of the group, we don’t believe in paying carriage Hans Baliye on saidsaid prprogramme.o Take notice fees at all. These are pure subscription channels. tthathat Viacom18 has sole, In the digital world, the other channels will STAR One.” exclusive,ex absolute and evolve. Nat Geo Wild is the first one - it’s unlimitedun ownership growing. It’s available on almost all DTH and or the production housese rrights on all the digital platforms. When availability itself is a (K9 productions) owns Intellectual Property problem, there is no point in communicating the rights to this character. rights of the artiste these channels or their content to the viewers. We However, the character associated with the will fix distribution issues first. got a lot of popularity pprogramme including after appearing on Comedy theth rights in the format Any plans for more on-ground properties Nights. ofof theth programme.’ like National Geographic Photography and Moreover, a feww TheThe popularity of the India Bike Week? characters, like Inpectoror charactercharac can be gauged Not as of now. But yes, a ground event is always Shamsher Singh, played byby the fromfrom itsi many fan pages on interesting as it gets people to touch and feel the lead and producer of the sshow,how, Facebook.Faceb one of which brand. The photography event is being taken to Kapil Sharma, have appearedared on hashas 8.68.6 lakh fans. „ Singapore and Southeast Asia from India. „ other channels, prior to Colors.ors. [email protected] [email protected]

afaqs! Reporter, December 1-15, 2013 43 1(:60(',$ STAR SPORTS The Grand Finale The channel claims that Sachin Tendulkar’s last test was the most watched match since 2005. News Bureau

TAR Sports has earned big from the last swing of Sachin’s bat. Not only has the SMaster Blaster won the last match of each of the formats (one day, T20 and test match), the last test match of his cricket career, between India and West Indies, has even won big numbers for STAR Sports. The test, held during November 14-18, was the most watched test match in the last eight years. The match garnered 1739 average TVTs (C&S size of the viewership measurement system, TAM. ‘Sachiiin Sachin’. 15+, M, SEC ABC). It was telecast on STAR The network claims that it has converted the data STAR India’s CEO Uday Shankar presented Sports 1, STAR Sports 2 and STAR Sports HD1 to TVTs (absolute numbers). The second highest Sachin Tendulkar with the first STAR Sports in English, while STAR Sports 3 showcased the viewed test match was the fourth test match of the ‘Believe’ Trophy during the post presentation match in Hindi. The series was also streamed India-Australia series, in 2013. ceremony in Mumbai. The Sachin Memory live on www.starsports.com. The network claims The sports broadcaster aggressively promoted Project by the network is a unique timeline that that the STAR Sports channels together had the the farewell test match of Sachin Tendulkar captures Sachin’s 24 years with videos and stories. maximum channel share across all genres, during through a 360 degree initiative involving interesting In an official communiqué, Nitin Kukreja, head six playing days of the test series. On the other programming, innovative production and of sports business, STAR India, mentions that the hand, the website attracted 3.5 million unique disruptive marketing. The broadcaster launched as network wanted to give him a befitting farewell. visitors during the two matches of the India-West many as three programmes to engage deeper with “Our strategic investment in the Hindi language Indies test series. the cricket fans immersed in Sachin mania. STAR feed over the past year or so is now paying us huge It may be noted that while the number being Sports launched a distinctive ‘Cheer for Sachin’ dividends. We will continue in our endeavour to mentioned is compared to the past eight years, there campaign featuring stars from Bollywood, cricket promote sports culture in the country,” he adds. „ have been phenomenal changes in the universe and television, invoking Sachin’s fans to cheer [email protected]

<< FRQWLQXHGIURPSDJH availability of television sales people can’t be ignored. remembers the brand and their in the industry will eventually bring In India, for the lack of a standard current perception about it - this them at par with the Hindi GECs. method (although we sell more than can only be a post study and has A Dummy’s Guide... In terms of movies - brands 3 billion tickets every year) movies more to do with the qualitative have shown huge inclination to do are still not a strategic medium. aspect of the content. ‘pay as per placement duration’ placements in South (mainly Tamil The placements are few and most UÊ ,i>V Ê >˜`Ê Žˆ˜`Ê œvÊ «>Vi“i˜ÌÊ model for product placements. The and Telugu) and Bhojpuri films. invariably tedious to implement. - this is where the quantitative studios have drawn basic guidelines Punjabi and Bengali films are also With the growth of the Indian film part kicks in. The important for the kind of placement that can being pursued a bit as of now. industry, brands have started asking question is whether we calculate be offered to a particular category The big problem of regional for measurement methods for doing the number of people from the and the cost for each kind is defined cinema is it being unorganised to placements. brand’s TG who get exposed to in ‘per second/per minute’ terms. a great extent. A lot of promised the content and how ‘importantly’ A very important characteristic placements don’t get delivered and Which has been the costliest the brand was treated in the of Hollywood placements is non- with no measurement tools to give in-film placement? placement scene. exclusivity in a category, i.e, two the extent of damage - disputes roduct placements in films are Both indicators can be used competing brands may get placed in usually don’t end amiably. Pmostly bi-party/tri-party deals independently or simultaneously. the same movie. and knowing their exact value is a Although, with sales in focus, the Bollywood has still not evolved Is it an annual strategy or difficult proposition. But to hazard reach and kind of placement becomes to any set models or processes for waiting for the right content? a guess - the Maruti Suzuki deal a more strategic way of calculating in-film placement. The deals are or brands operating in Hollywood, with Yash Raj films for ‘Mere Dad Ki ROI and ensures the money is well still very much case to case and are Fmovies are an annual strategy Maruti’ seems to be the biggest that spent, when long term planning is mostly gut-based decisions. Hence, medium. The big players like Apple, has been done so far. being done. the number of deals is few with Mercedes and VW group end up Currently, the industry has a long implementation process. being present in 10-15 movies each, How do you calculate the ROI? been doing the qualitative research Also, it does not hedge against the in a year. With an approximate 2 or product placement - there on and off for placements. The final output not coming out right, billion+ tickets sold every year across Fcan be two separate indicators quantitative work can only be done although almost always, the deals are the globe, by Hollywood, movies are of ROI: on TV placements as of now,* as exclusive in nature! a very effective reach medium and UÊ œÜÊ “ÕV Ê Ì iÊ >Õ`ˆi˜ViÊ the standard system for movies placements still needs to be put in How are the regional markets place. „ evolving to product placement? Bollywood has no quantitative he regional channels are still benchmarks set in terms of duration Tlearning the ropes of doing product placement. However, TV and kind of placement being offered. (The author is founder, In-film being a measured medium and Placement Evaluation Matrix.)

44 afaqs! Reporter, December 1-15, 2013 -2%6:,7&+

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afaqs! Reporter, December 1-15, 2013 45 3(23/(

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

hile there weren’t many movements in and head, new media, The Indian Express. n line with the appointments last fortnight, Wthe media industry in the past fortnight, a Rajan had worked with the group between IContract advertising continued to strengthen its significant one happened at STAR. 2006 and 2011. His role will be to keep up the management team. Star Plus had lost its general manager, Nachiket momentum in the group’s exponential growth The agency promoted Ayesha Ghosh as head Pantvaidya to MSM’s in traffic, through the forthcoming Assembly of its Mumbai office, while appointing Monojit new motion pictures Elections in 2014. Ray as its Bengaluru head. Ghosh has been with venture recently. The group’s properties on the digital front the agency for more than a decade and will now After keeping the include IndianExpress.com, FinancialExpress.com, be in charge of the Mumbai branch as senior vice- position vacant for Expressindia.com, ScreenIndia.com, Loksatta.com president and general manager. about two months, the and Jansatta.com. She has led the agency in winning some of channel has promoted Its new media division clocks 80 million page its key businesses such as Provogue Deodorants, its own talent Gaurav views a month. Its products include web, mobile, Banerjee to fill in and apps for iOS and Android mobile phones and Pantvaidya’s shoes. tablets.Rajan has more than 14 years of experience, Banerjee, erstwhile of which he spent over five years at Hindustan

FOTOCORP EVP (content strategy) Times. GAURAV BANERJEE at STAR India, will On the regional front, Sunil Nambiar will now continue to report to be heading Mathrubhumi’s magazine vertical. Sanjay Gupta, COO, STAR India. Effective December 6, Banerjee studied at St Stephen’s and MCRC, Nambiar will join the Jamia and joined Aaj Tak in 2000 as an anchor.He company as deputy then joined STAR News as an anchor for the 9 general manager. PM news segment and was the executive editor of He will report to M prime time news. V Shreyams Kumar, AYESHA GHOSH MONOJIT RAY At STAR, he was also responsible for the director, marketing and launch of STAR Ananda. He joined Star Plus in electronic media. Sugar Free, RNA and Star Plus. Having an October, 2009 and played a pivotal role in shaping With this, the experience of 17 years, Ghosh began her career content around its Rishta Wahi Soch Nayi theme. company is separating with Psl Erickson (a division of McCann Erickson) He helped shape content strategy for Life OK, its periodical and in 1996. She then joined Grey Worldwide before in addition to Star Plus, where he developed shows magazine business shifting to Contract Advertising. At the agency, like Mahadev, Diya aur Baati Hum and Sasural SUNIL NAMBIAR from the mainline print she has worked on brands such as Asian Paints, Genda Phool. business. Cadbury, Tata Motors, Godrej, Disney Channel, Unlike television The group also plans to launch magazines in CavinKare’s Nyle and Chik, Tara Jewels, Pfizer’s broadcast industry, the finance and interiors and home designing Listerine and Gelusil. there were a quite a segments. Meanwhile, Ray will help the agency to few announcements As of now the company has four Malayalam strengthen and expand its Southern operations in the print industry. magazines in its portfolio, including Grihalakshmi, and recruit key people. He replaces Anitha Maharashtra-based Arogya Masika (health magazine), Star & Style and Krishnan, who led the Bengaluru office for the English daily DNA Thozhilvartha (opportunity magazine). last three years. roped in Malcolm Nambiar is aiming at a 70-80 per cent revenue Ray, who has been appointed as general Mistry as CEO. growth in the vertical in the next couple of years. manager and vice-president, Contract Bengaluru, Mistry joins DNA He brings to the table more than 20 years joins from Vitamin C Brand Solutions. with an experience of of experience in the marketing, advertising, He began his career with Ogilvy & Mather in MALCOLM MISTRY more than two decades event management, PR, general administration, 1994. Ray then joined Rediffusion-Y&R in 2001, in the print media recruitment and training spaces, with in depth eventually moving to Everest Brand Solutions. industry, having worked at The Indian Express industry exposure in media, office automation, After a brief stint at Radio City as general and the India Today Group.. education and service industries. manager, marketing, he shifted to Autocop as Mistry quit the India Today Group in 2012 Nambiar’s last stint was with Mangalam Group group marketing director. and began his own entrepreneurial venture named of Publications as vice-president, marketing. „ Some of the brands he has been associated with Ushta Te HR Consultancy Services, to provide include ING Vysya Life Insurance, McDowell’s, recruitment solutions across key verticals like UB Group, Airtel, Deutsche Software, Philips media, advertising and luxury. and Tata Teleservices. Mistry spent more than 11 years at India Today In the outdoor advertising segment, Prime and was working as publishing director before he DIGITAL Market Reach roped in Anil Goyal as VP, outdoors. left. Mistry was also the chief architect of the sales sobar India has roped in Anish Varghese Goyal has moved in from Ronak Advertising, synergy process and created a unified sales team Ias group creative director. Varghese has where he was working as business director. across various brands. more than 14 years of experience in digital He will be based in Mumbai and will report to The Indian Express media and will nurture the creative team at Amit Goyal, business head, Prime Market Reach appointed Nandagopal Isobar India. He has moved from Interactive and Rathnakar Rai, MD, Primetime India. Rajan as editor, new Avenues, where he was working as senior Anil Goyal will manage pan-India outdoor media. Having moved creative director. At Isobar, he will report to operations for the group. With an experience in from the India Shamsuddin Jasani, MD, Isobar India, and has of more than 15 years, Goyal has worked for Today Group, this will the mandate to build a creative team to match companies such as Grey Advertising, Contract be Rajan’s second stint global standards. Advertising, Lintas Group, GroupM and Lodestar at the Express Group. Varghese’s experience spans more than 14 Universal. His longest stint was with Lodestar, He will report to years in digital advertising. „ which lasted for six years. „ Anant Goenka, director NANDAGOPAL RAJAN

46 afaqs! Reporter, December 1-15, 2013

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