Rising That and Reach out to More People
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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.