August 1-15, 2011 Volume 2, Issue 15 `100

TELEVISION 36

The corridor sandwiched between the Hindi market and the south presents a lucrative opportunity for regional television operators.

34 8 18 46 PLUS NIVEA One Hundred Not Out 12 KFC Sip of Surprise 14 KOMLI MEDIA DEFINING MOMENTS PARX PROFILE On the March 23 Brendan Pereira Breaking Boundaries Amandeep Khurana S MOBILITY The veteran has a rich A brand that stays away Experience counts, says repertoire of stories. from sexual imagery. Madison Media’s COO. Changing Face 56           

-                                         !"#$%&$$'          ( )*+   !" #$ %&$& '                  ,   

           Sudip Nag, GM (Advertisement) - 96861 88840.   Vijaya R - 98440 92091, Nagesh H R - 94498 29038, Anantha Krishnan - 81477 52856    Deepak Menon - 98106 65814    Prabal Deb - 98303 75315   A V Vinod Babu - 99520 16709   Ramachandra Rao - 98490 41737   Rajeev Pathria - 98201 51642.   !  [email protected]

         EDITORIAL

This fortnight... Volume 2, Issue 15

EDITOR disha is one of the smaller states where print has dominated for a long time – and still is a Sreekant Khandekar Omuch-preferred medium. Something surprising, however, happened in the last two years. PUBLISHER The number of regional television channels in the state more than trebled to 14. Prasanna Singh CONSULTING EDITOR Like so many other non-Hindi speaking states, viewers in Odisha had no problems with M Venkatesh watching Hindi shows on national channels. But with the introduction of CONTRIBUTING EDITOR more and more Odiya channels (both general entertainment channels as well Prajjal Saha as infotainment), the local medium began finding favour with both viewer SENIOR LAYOUT ARTIST August 1-15, 2011 Volume 2, Issue 15 `100 and advertiser. Vinay Dominic LOGISTICS As viewership began inching up slowly, advertisers realised that, along with Rajesh Kanwal lower cost of contact, targeting became easier compared to a national approach. The ADVERTISING ENQUIRIES Odisha story is not a standalone story. The Odisha story cannot be told without Hansika Koli, (0120) 4077834 4077837 Noida Varun Mohan, (022) 40429702-5 TELEVISION 36 going back in time to what happened in the bigger states of Maharashtra and West Bengal, 12 years ago. [email protected] Marketing Office The corridor sandwiched between the Hindi market and This was the time when Zee launched Zee Marathi and Zee Bangla B-3, First Floor, Sector-4, Noida-201301. the south presents a lucrative opportunity for regional Tel: (0120) 4077800. television operators. respectively in the two states. The success of these two spawned other channels. 34 8 18 46 PLUS Mumbai NIVEA Today, Maharashtra has seven (three of them GECs) and Bengal 14 (six of them One Hundred Not Out 12 501-502, Makani Center, 5th Floor, KFC Sip of Surprise 14 GECs). The newest of them, Sananda, is barely a month old. Off Linking Road, Bandra (W), KOMLI MEDIA DEFINING MOMENTS PARX PROFILE On the March 23 Mumbai - 400050 Brendan Pereira Breaking Boundaries Amandeep Khurana S MOBILITY The veteran has a rich A brand that stays away Experience counts, says repertoire of stories. from sexual imagery. Madison Media’s COO. Changing Face 56 This fortnight’s cover story takes a close look at the roughly crescent-shaped Tel: +91-22-40429 709 - 712 region lying between the southern states of India and the Hindi belt. Along with Bengaluru S-1, New Bridge Corporate Centre, West Bengal, Maharashtra and Odisha, things seem to be moving in Gujarat 777 D, 100 ft Road, Indira Nagar, too. Though considered a risky market (the Gujarati’s predilection towards Hindi shows is a Bengaluru - 560038, India deterrent), two new Gujarati GECs are ready to come up sooner, than later. Subscription Enquiries Garima Agnihotri, (0120) 4077837 With all the excitement that these markets are generating, how do advertisers view the [email protected]

changing picture? How will the regional players fare against the second rung national players Printed, published, and owned by who are bound to throw themselves into the fray with vigour? What can they do to attract more Prasanna Singh, Publisher, at 7-A/13, Ch. Ratan Singh Complex, advertising? Jawala Heri Market, Paschim Vihar, New -110 063.

Printed at Cirrus Graphics Private Limited B-62/14, Naraina Industrial Area, M Venkatesh Phase II, – 110028. [email protected] Cover Illustration Tiffin Box CONTENTS

60 18 PLUS

WFA SURVEY VODAFONE The Art of Takes Two to Tango 32 Adoption 90 MINUTES The new TVC uses For the Love of Soccer 40 the simple human insight of borrowing. OUTLOOK MONEY Casting the Web 42 INTERVIEW 19 22 Kunal Bahl CHANNEL [V] How Snapdeal is cutting Dancing in the Streets 56 through the clutter. INTERVIEW POV 28 Nabendu Bhattacharyya 64 ASCI GREENLAM Google+ vs Facebook UTV With its open social ecosystem More Power to You Too Hard to Resist and integrated properties, Can Now, a campaign for the self- A lifelong attachment - and Home Advantage 66 Google+ hurt Facebook? regulatory body. even beyond that.

afaqs! Reporter, August 1-15, 2011 5 RPG SANJIV GOENKA GROUP I@XT7VGG@UDI 6A r†uT‡h ‡ Sponsored by

he RPG faction, headed by chief executive officer, Law & Sanjiv Goenka, has unveiled a Kenneth, the logo and identity rep- Tnew corporate identity for its resent a young and vibrant business group of businesses. The new logo, group, focused on growth through designed by Design Law & Kenneth, the sunrise industries. “The val- GM> General Motors India will be launching the diesel var- a part of Law & Kenneth India, has ues of dynamism, progressiveness iant of its Chevrolet Beat in the Indian market by the end of six arrows with tinges of yellow, pur- and humaneness are imbibed in the this month. The company, sold about 1.1 lakh cars last year in ple and orange pointing towards the logo”, says Nair. India and expects to sell about 1.4 lakh vehicles in all variants centre. In addition to this, the new The group will be active in five this year, an increase by more than 30 per cent. Furthermore tagline ‘growing legacies,’ has been sectors - power and natural resources, with a an increase in demand for its cars particularly in rural incorporated along with the logo, carbon black, retail media, entertain- areas, the company is planning to increase sales and service and the company name RP-Sanjiv ment and infrastructure. It will have network to 300 locations by the end of this year. The com- Goenka Group is inscribed. an asset base of `14,000 crore and pany has so far invested USD 1.5 billion in India. In an official communique, turnover of over `9000 crore. Sanjiv Goenka, chairman, RP-Sanjiv Furthermore, the revamped entity Goenka Group, says, “The new logo will make investment to the tune The company Toshiba> Japanese elec- is inspired by an arrow head which of `35,000 crore in next five years will start local tronic products and appliances personifies speed, pro- including `31,000 manufacturing of maker Toshiba Corporation is all set to overhaul its business strategy for India. As part of the new strategy, the company gressiveness and focus. crore in power sector LCD TVs and will will soon start local manufacturing of LCD televisions and will Six such arrow heads and `2,500 crore in MARKETING launch cheaper launch cheaper products apart from revamping existing distri- converge at a com- carbon black trade. prodducts. bution channel to expand reach. As one such first initiative, mon goal forming The R P Goenka Toshiba has entered the 19-inch LCD TV segment at an entry the Dhanuchakra, the Group was born in price point of `10,000. logo identity of the The new logo, 1979, and the logo group.” designed by was developed in Talking about the 1985. Since then, all Cocoberry> The specialty food company chain is in talks new identity, Chandan Design Law & companies run by the with investors to raise about `70 crore in exchange of a Mahimkar, chief crea- Kenneth, a part two brothers, Harsh minority stake. While Dubai based Abraaj Capital is the front- tive officer, Design and Sanjiv, remained runner, the company is also in talks with other investors like Law & Kenneth, of Law & Kenneth within the umbrella Norwest Venture Partners, Temasek Holdings and Arcapita , explains, “The logo India, has six branding. However a Bahrain-based PE house. The funding, if happens, will help has been designed in early 2010, Dr R Cocoberry enter the Middle East region besides expanding its keeping in mind the arrows with P Goenka formally reach within India. legacy of the parent tinges of yellow, announced the divi- company. The strong purple and sion of the ownership graphic of the logo of assets of the `16,000 The battery Eveready> The battery maker is reflects the friendly, orange pointing crore RPG Group maker is gearing gearing up to undergo an image makeo- ver to position itself as a youth oriented warm, dynamic and between his two sons. up to undergo an towards the brand while also introducing more products with advanced futuristic approach of The rebranding and image makeover centre. technology. The company has roped in London-based consul- the company.” the new positioning to position itself tancy firm Evolve Creative to give a fresh look to the brand. Mahimkar further of RP-Sanjiv Goenka as a youth ori- It had also recently signed Bollywood actor Akshay Kumar for adds, “The colour Group follows after ented brand. the next two years to endorse its products. scheme is unlike other corporate more than a year. identities, where striking colours like The Sanjiv Goenka led group black, red and blue are used general- owns brands such as Spencer’s, ION Exchange> The -based company has ly. The arrows pointing towards the MusicWorld, Au Bon Pain Café, launched Zero B D - ferrous water purifiers. The company’s centre indicates all sub-companies Saregama India and the recently decision to launch the water purifier was prompted by a working collaboratively towards the launched media company Open study carried out by the West Bengal government’s water betterment of the company, thus car- Media Network. The group is also investigation department on iron content. The study revealed rying forward the heritage and legacy into power distribution with com- that the iron content in water at some wards in Kolkata is 10 of RPG.” panies such as CESC and Noida times higher than the prescribed tolerance level. According to Anil Nair, Power. The yesteryear BPL> The yesteryear consumer durable com- QUOTE OF THE FORTNIGHT durable company pany is gearing up for a revamp of its product is gearing up for portfolio as it looks to increase its turnover to `1,000 crore in the next three years. BPL ‘‘We have a strong presence in a revamp of its is betting on its energy storage products, which the emerging markets and one product portfolio. contribute about 20 per cent to its overall business. of our immediate goals is to make our company’s branded LG Electronics> Consumer electronics company LG is generics arm a billion-dollar targeting an all-India sales turnover of `20,000 crore this calendar year. The company clocked a turnover of `16,000 business in itself.’’ crore last year. The company has launched a mega consumer

K ANJI REDDY, FOUNDER CHAIRMAN, DR REDDY’S LABORATORIES ON INCREASING FOCUS ON EMERGING offer, Sammana Perumazaha, for the upcoming Onam festival MARKETS, IN THE ECONOMICS TIMES. in Kerala. The offer starts from middle of July and lasts till September.

6 afaqs! Reporter, August 1-15, 2011 This festival Place your brand between two gods!

Market Share-Sharad Ananda 2010

36% 32%

19%

13%

STAR Ananda 24 Ghanta Kolkata TV Mahuaa Khobor Source: TAM, TG-CS 15+, 17th Oct 10, 6-24 hrs WB

Why advertise in Sharad Ananda? Average market share of 36% Average daily reach of 2.9 million Durga Puja - 6th Oct' 2011 Average TVR pf 0.28 19% more time spent than competition

Market Share-Bappa Majha 2010 54%

26% 20%

STAR Majha IBN Lokmat Zee 24 Taas Source: TAM, TG-CS 15+, 21st Sep 10, 6-24 hrs Mah

Why advertise in Bappa Majha? Average market share of 54% Average daily reach of 3.4 million Average TVR of 0.14 Ganesh Visarjan - 11th Sep' 2011 95% more time spent than competition IMAGINE TV I@XT7VGG@UDI D€htvrBr‡†7v“h r Sponsored by

magine TV has brought on board a fresh reality show from this Imonth onwards, titled Gajab Desh Ki Ajab Kahaniyan. The show will occupy the 10 PM slot. MTV Roadies> MTV Roadies has launched the fourth The bi-weekly will be aired every edition of the online version of the show. MTV Hero Honda Friday and Saturday, and will show- Roadies Battleground 4, is a replica of the original format case a variety of bizarre stories in a on television. The battleground is an eight-week-long online talk-show format that will be hosted challenge which will be in two phases. Participants have to by controversy queen, Rakhi Sawant. clear various levels based on adventurous tasks assigned by Talking about the show format, task masters and Rannvijay Singh. The winning MEDIA Nikhil Madhok, senior director, mar- team of the on-ground finale will gain direct access to the keting and communications, Imagine Roadies Season 9. TV, says, “The show will look at very strange and extraordinary stories which will make the audience laugh existing property. But, it will surely RTL Group> RTL Group, the European entertainment and will surprise them too.” be a primetime daily,” says Madhok. RTL will invest network which is part of Bertelsmann AG, has got the Foreign This is Imagine’s While Imagine’s fic- in a television Investment Promotion Board (FIPB) approval for its a for- first step into the com- tion properties are yet JV through eign direct investment (FDI). RTL will invest in the proposed edy genre and Madhok to make a dent in the its subsidiary television joint venture with Reliance Broadcast Network is optimistic that the GEC space, interest- Bigg Showbiz through its subsidiary Big Showbiz show will be able to ingly its reality shows Broadcast. The joint venture generate a healthy buzz have showed potential Broadcast. company proposes to launch two amongst television to find spot in the top thematic television channels in India. viewers. Additionally, The bi-weekly 10 list many times. with Sawant as the will be aired While Rakhi’s sway- show host, the channel amvar had witnessed expects the property to every Friday and one of the biggest Colors> Colors, the flagship Hindi GEC from the Viacom18 generate enough noise. Saturday, and openings in the reality stable, has roped in Salman Khan as well as Sanjay Dutt “All shows on the will showcase a TV space, the grand as hosts for Bigg Boss Season 5. This is for the first time channel with Sawant finale of Ratan Ka that Bigg Boss will have two Bollywood superstars hosting have generated more variety of bizarre Rishta had made to the the show. Bigg Boss Season 4 had attracted over 90 million noise compared to the stories in a talk- top 10 list. viewers from across the country. The finale episode itself other properties on the Media experts, generated a TVR of 6.7. In fact, the TVR generated by the Bigg Boss Season 4 finale episode also managed to shadow channel. Therefore, show format that however, believe that the 6.1 TVR garnered by IPL final cricket match. with Sawant as the host will be hosted the new reality show for this fresh reality by controversy will not be able to property, we expect to exhibit as big an impact generate good eyeballs queen, Rakhi on the channel’s rat- Times Now> Times Now has been launched in the island for the channel,” adds Sawant. ings as the swayamvar nation of Singapore, this month, marking its first presence in Madhok. editions. Nonetheless, South East Asia. Singapore has a significant number of people Imagine is looking with the content mix of Indian origin and is the fifth highest destination for air traf- at approximately eight sponsors for that the show will proceed with, it is fic from India.Times Now will be a part of the basic bouquet of channels on the mio TV platform of SingTel. The channel the new show. expected to do well in the tier II and targets the urban premium audiences in India. Meanwhile, the channel will also tier III markets. add a new fiction property during Earlier, apart from swayamvar, the the second-half of August to feed the other reality formats that have been ESPN> Expanding its bouquet to five channels in India, primetime slot. part of the content lineup of Imagine India’s cricket “The show will be titled Dharam TV, which is now a part of the Time ESPN STAR Sports (ESS) has launched ESPN HD (High Patni. We are yet to decide as to Warner stable, include Shaadi 3 Crore tour of England, Definition), and STAR Cricket HD. The other three channels are ESPN, STAR Cricket and STAR Sports. While both the whether the fiction will be utilised to Ki and the Shah Rukh Khan hosted will be the first HD channels will be available on Videocon D2H platform, it open up a new slot or replace an Zor Ka Jhatka. premier event to will only be STAR Cricket HD that will be available, on Tata be showcased live Sky. India’s cricket tour of England, which is going on, is the QUOTE OF THE FORTNIGHT on STAR Cricket first premier event to be showcased live on STAR Cricket HD, HD. and will be followed by other ‘‘We don’t have a system premier events such as the of televised hearings, and I Champions LeagueT20. don’t think we have media barons who think they owe Nimbus> Nimbus will invest `2.5 billion on World Series the public an explanation Hockey that kicks off on 15 December 2012. The money will be spent across four areas - signing up of players, event for what their papers or operations, infrastructure and marketing and promotional channels do.’’ activities. The event is an initiative between Nimbus Sport SEVANTI NINAN, MEDIA ANALYST WHO RUNS A MEDIA WATCHDOG THE and the Indian Hockey Federation. Nimbus expects the event HOOT, ON LESSONS LEARNT FROM MURDOCH’S NEWS OF THE WORLD (NOTW) WHEREIN ITS JOURNALISTS to generate over `2 billion in its first year through revenue WERE FOUND TO HURT FAIR-MINDED JOURNALISM. IN THE ECONOMICS TIMES streams such as ticketing, sponsorship and branding.

8 afaqs! Reporter, August 1-15, 2011 Popular Best Marketing Award for News Channel Campaign of Brand Excellence of the year the year in Media STAR News STAR News STAR Anchor Hunt ASCI I@XT7VGG@UDI Pss‡ur6v 4 Sponsored by

he self-regulatory voluntary It may be the noted that Paras organisation of the advertis- Pharmaceuticals has assured the Ting industry, The Advertising CCC that the Zatak TVC would be Standard Council of India (ASCI), appropriately modified. and its Consumer Complaints Complaints that the CCC did Numero Uno Clothing> The denim wear brand Numero Council (CCC) have upheld com- not uphold include those against Uno Clothing is on the lookout for a creative agency. The plaints against three deodorant the deodourant brands Wild Stone company is currently in conversation with seven-eight advertisements - HUL’s ad for Axe, (McNroe Consumer Products), creative agencies, of which Ignite Mudra, Publicis and Saatchi and Paras Pharmaceuticals’ ads for Addiction (Mankind Pharma), New & Saatchi have already made their presentations. The size of the business is about `15 crore. The creative duties will be Zatak and Set Wet. Axe Googly (HUL) and Denver awarded for a period of two years, after which, depending on As these advertisements vio- (Vanesa Inc). the work, the contract will be renewed. This is the first time late Chapter II of the ASCI Code, According to the CCC these four that the company has called for a large-scale pitch. complaints against them have been ads are in line with the generally upheld. prevailing standards of decency and Hindustan Unilever’s for Axe propriety and lack enough influence Ranbaxy Ranbaxy> Pharmaceutical company Ranbaxy Laboratories deodourant depicts a female secu- to cause grave or widespread offence. Laboratories is is on the lookout for a creative agency to work on its pain rity staff member frisking a man at It is noteworthy that between on the lookout relief brand Volini. The size of the business is about `15 an airport with a metal crore. The creative pitch is currently underway and agencies detector. She is shown for a creative including Hammer Advertising and Eleven have already made clinging to his body in agency to work their presentations. In the forthcoming weeks, more agencies a display of sexual pas- on Volini. are expected to pitch sion. their case. Saatchi &

ADVERTISING Paras Pharma- Ads that are November 2010 and Saatchi is the incumbent. ceuticals’ ad for Zatak February 2011 ASCI’s deodorant shows a under the CCC upheld com- boy going to a female scanner include plaints against 34 Next Care> Next Care, the perfume and deodorant dentist after using the HUL’s ad for advertisements in the manufacturer, which is a part of the Gouri Group, has called product. The dentist FMCG, media, auto- for a creative and media pitch. The account size is estimated is shown closing her Axe, and Paras mobile, healthcare, at `2.5 crore. After selecting its creative partner, the group eyes and moaning sug- Pharma’s ads education, and alcohol intends to start an aggressive brand building exercise gestively. By the end sectors, among others. through above the line (ATL) activities like print, electronic of the TVC, skin show for Zatak and The advertise- and out of home (OOH) advertising, as well as some below forms a significant part Set Wet. These ments under the the line (BTL) activities to reach out to consumers. Currently, of the visuals. advertisements ASCI scanner at the the brand is being handled by an in-house creative team, with Paras Pharma- time were for Dabur, the support of a few professional freelancers. ceuticals’ ad for Set contravene Hindustan Unilever, Wet deodorant shows Chapter II of the ITC, L’Oreal, Procter >> ACCOUNT MOVEMENT a man using the prod- ASCI Code. & Gamble, Pernod uct and grabbing Ricard, American > Mudra Communications has been appointed to handle female attention. An Tourister, Kent the 100-year anniversary celebration campaign for Nestlé India. onlooker is then shown trying the RO Systems, Naaptol, Reebok The mandate has been awarded to the agency on a project basis. product after which a lady is shown India, Dainik Bhaskar, Lokmat, In 2012, the Swiss company will complete a century in India. clinging to him. Pudhari, Ceat, Hyundai Motors, Industry sources claim that ad spends for this campaign are in the The CCC concluded that these TVS Motor Company, Lavanya region of `40 crore. Initiated around a couple of months ago, the three advertisements display overtly Ayurvedic Cancer Hospital, Shree pitch process was driven out of Delhi and saw the participation of three-four leading sexual desire and are demeaning to Maruti Herbal, Career Launcher, creative agencies with a strong presence in the region. women. Keeping in mind the gener- IMS Learning Resources, Noesis ally prevailing standards of decency Education, T.I.M.E. Institute, Sab and propriety, these three ads have Miller India, United Spirits, New > Polaris Industries, manufacturer of snowmobiles, ATV been found likely to cause grave and Look Skin Care Centre, Indiatimes (all-terrain vehicles) and neighbourhood electric vehicles, has widespread offence. Shopping and Dish TV. assigned its creative duties to Future Uday and has given its retail and BTL mandate, involving management of its design of retail outlets, to Cheil Worldwide. The development is the QUOTE OF THE FORTNIGHT result of a multi-agency pitch. This move is in sync with the company’s plan to foray into the Indian market. Operations are scheduled to ‘‘Using one celebrity over begin by September. different creatives has a far better turn-on value than > Elitecore Technologies, an established doing the tried and tested. brand for IT products and software solutions in network security, telecommunications It is able to strike a deeper and access gateway, has appointed Ignite emotional connect.’’ Mudra to handle the creative mandate for a new Cyberoam product. The product is scheduled to be launched in the home and HARISH BIJOOR, CEO, HARISH BIJOOR CONSULTS, ON BRANDS SOHO (small office or home office) segment. The development is the result of a formal BOMBARDING CONSUMERS WITH CLONES OF BRAND AMBASSADORS PLAYING pitch process in which several agencies were invited to present a strategic direction

SUSHIL KUMAR DIFFERENT CHARACTERS, IN A SINGLE CAMPAIGN, IN THE ECONOMIC TIMES. for this new brand. The account size is estimated to be around `8-10 crore.

10 afaqs! Reporter, August 1-15, 2011

   NIVEA One Hundred ‘Not Out’ Nivea, the skincare brand from the German company Beiersdorf, has completed 100 years of its existence. afaqs! Reporter traces the journey. By Ashwini Gangal

hen Nivea Crème was first introduced SKINCARE FOR LIFE year celebration campaign will be available on the in 1911, it was a welcome luxury that n its 100th birthday, Nivea rolled out a global digital platform. The brand has many consumer Wadded to a woman’s so-far limited dress- Ocampaign, ‘100 Years Better Skincare for engagement and activation plans in the pipeline. up routine comprising soap-and-water and talcum Life’, centered around the values that have been Interestingly, the 100-year celebrations coin- powder. Since then, it has evolved, and how! associated with the brand for generations, namely, cide with the launch of the brand’s new manifesto Today, it exists across almost all sub-categories trust, honesty, reliability, quality and family. that focuses on certain values that are common that comprise the modern-day notion of skincare. Hinged on the platform of ‘care’, the Indian across all the variants of the brand. afaqs! Reporter traces the journey of the humble campaign featuring the brand’s key bodycare prod- Different markets are playing out the com- blue tin and the contents therein. uct lines - body lotion and deodorant - will merge munication in different ways. Common templates Rakshit Hargave, managing director, Nivea with the international communication and the plucked out of the global platform are being local- India, talks about the various positioning state- product benefits will be articulated in a localised ised in terms of product benefits. ments that Nivea adopted in India. He says that manner. Scheduled to roll out within the next Nivea is a ‘single brand’, because of which it pos- couple of months, the Indian campaign (which DOWN MEMORY LANE sesses the legitimacy to extend itself to different will be print-heavy) will be played only on select ince its inception, the brand has innovated by categories of skincare, including moisturiser, deo- channels. Stapping into the consumer insights that domi- dorant, fairness product and anti-ageing product. Around the second week of August, the 100- nated the respective eras. “Nivea has not adopted In 1911, pharmacist and too many positioning state-   entrepreneur Dr Oscar ments for different variants, Troplowitz and dermatolo- nor has had too many tag- gist Dr Paul Gerson Unna lines. It basically goes with created a new product - the a brand statement. You first stable skin cream based won’t find each product on a water-in-oil emulsion, or category talking a dif- which later became Nivea. ferent language. So, there A decade later, in 1922, would be a certain limita- Nivea was discovered by tion where you wouldn’t men; recognising the skin- find too many advertising care needs of men before statements,” he says. and after shaving, the brand Nivea’s core target introduced its first product group (TG) in India, spe- for male consumers - the cifically in terms of its shaving soap. communication, comprises In 1936, as women cast people in the age group aside their corsets and the of 20-35 years, modern, new ‘beauty ideal’ focused socially-developed men and women, belonging to It is only in the past six- on athletic bodies with healthy tans, Nivea promot- SEC B + onwards. The brand has been available ed sun protection and the first sunscreen products in India since the ’40s, but it is only in the past seven years that Nivea’s Nivea Nut Oil and Ultra Oil were launched. In six-seven years that Nivea’s formats and variants 1958, Nivea’s Sun Spray was launched; the brand changed and it started investing in various media formats and variants developed Ultra Oil Spray, an easy-to-use spray soon after. The brand’s creative agency is Interface oil, with a light consistency. Communications, while Mediaedge:cia handles its changed and it started p‚‡vˆrq‚ƒhtr # media planning and buying duties. investing in media. >>

   KFC Sip of Surprise Fast food brand KFC talks about its newly-launched coffee variant, Krushers Kafeccino, and the delight it brings on the faces of those who try the beverage first time. By Anushree Bhattacharyya

entucky Fried Chicken, pop- lished as a beverage of choice for ularly known as KFC, has teens and young adults when they Klaunched a new variant of want to hang out, chat and catch cold coffee to beat the heat. To up, the introduction of the KFC promote the new range, Krushers Krushers Kafeccino range takes the Kafeccino, the fast food chain has beverage to the next level.” launched a campaign based on the Piyush Pandey, executive chair- insight of youngsters capturing their person and creative director, South favourite moments for posterity, in a Asia, Ogilvy, says, “It’s not just typically digital fashion. another cold coffee. It has a surprise The TVC titled Kafeccino, in every sip. We decided to bring revolves around a young girl who alive the daily moments in friends’ comes to KFC with friends and lives, in a refreshing and fun way.” orders cold coffees; the server at the According to Ajay Gahlaut, execu- counter smiles and asks if this is her tive creative director, Ogilvy Delhi, first time. The bemused girl takes the the campaign captures the idea of the drinks to her table. Her friends, who experience of drinking KFC cold cof- are already KFC Krushers Kafeccino fee for the first time. fans, gear up to click her picture Apart from the TVC, KFC is pro- while she experiences the blast of moting the latest offering through coffee, chocolate cookie crumble and on-ground in-store activations, as whipped cream for the first time. well. The time slot of 3 PM-7 PM has Dhruv Kaul, director, market- been officially declared ‘Kool Hours’

ing, KFC India, says, “While KFC SUSHIL KUMAR SUSHIL KUMAR p‚‡vˆrq‚ƒhtr!! Krushers has been strongly estab- (From left) Verma, Pandey and Ghalaut: first timers? >>

<< p‚‡vˆrqs ‚€ƒhtr ! EVOLUTION OF THE TIN Crème. In 1970, the white circle tional. There’s an absolute explosion ivea’s classic blue tin that is around the edge of the tin disap- happening in this category and there Ndisplayed across many design peared. Interestingly, in 1992, a new is constant upgradation as those from One Hundred... museums and collections across the font called Nivea bold was designed the lower level are moving to the world (alongside the Porsche 911 exclusively for the five letters, mak- upper level and the upper level con- Then, in 1963, Nivea revolu- and Lufthansa logos), wasn’t always ing up the Nivea logo that had sumers are getting more and more tionised cosmetics with its emulsion blue. In 1911, it was yellow, deco- appeared on the tin lid since 1959. It demanding,” Hargave elaborates. concept for Nivea Milk. The brand rated with fancy green Art Nouveau has also been embossed onto the lid Given this competition, what slice developed a pioneering oil-in-water tendrils. The colour wasn’t changed since 2007. of the skincare pie would Nivea want emulsion aimed at simplifying users’ until 1925, the year in which the blue to own in the near future? “While lives at a time when show of legs was and white tin debuted. ‘CATEGORY’CALLY we would play in all segments, we just taking off in the fashion circuit. The social changes that took place SPEAKING would want to improve our posi- In tandem with changes in per- after World War I and the consequent argave adds that today, skin- tions of strength, particularly in three sonal hygiene trends, Nivea launched change in the consumer mindset had Hcare as a category has many segments - bodycare, deodorant and its very first shower product in 1978, lip care.” Additionally, it wants to be when weekly baths had been replaced positioned as a family-centred brand by daily showers. By the ’80s, the Nivea also wants to be positioned as a in the days ahead. cosmetics market was booming and family-centred brand in the days ahead. people had more than one cream in LOOKING AHEAD their bathroom cabinet. It was the a role to play in this packaging altera- segments, including men’s deo- argave shares that in the near dawn of the age of specialist prod- tion. Adapting to the times, Nivea dorants, women’s deodorants, the Hfuture, Indian consumers will ucts. In 1982, Nivea Visage united used blue and white to represent moisturising segment, cold creams certainly see heightened levels of the international brand family by responsibility, trust and purity and (predominantly used in winter), media investments from Nivea, launching face care products. translate its intangible brand values body lotions and a whole range of particularly in the deodorant and In 1991, Nivea came out with its into a new, tangible design. whitening, anti-ageing and facewash bodycare categories. “We’re looking dual action deodorant, to cater to In the decades that followed, only products. Emerging niche sub-cat- at this market very positively, so our consumers who were beginning to minor changes were made to the egories further include lip care and investments will be in line with what demand high-performance products. wording on the lid, such that the tin under-eye care. is required to get a healthy market In 1994, Nivea Soft - the ‘little sis- could be adapted to prevailing con- Awareness about skin types is high share and healthy volumes. We will ter’ - was launched because young temporary tastes. For instance, the and there exist consumers with dif- invest in the right kind of media women desired products that carried words ‘For home and sports’ were ferent wallet sizes. “The upper-end vehicles. There will be a lot of televi- the propositions ‘naturalness’ and added in 1931. consumer wants something which is sion and print communication,” he ‘lightness’. Thus, a lighter, ‘younger’ Since 1959, an elegant cursive let- very advanced, while the lower-end informs. version of the crème was introduced. tering was introduced for the word wants something basic and func- [email protected]

14 afaqs! Reporter, August 1-15, 2011

   PARX DEODORANTS Breaking Boundaries Publicis Ambience has crafted a commercial for Parx deodorants with a positioning that stays away from overt sexual or seductive imagery, as is the norm in the deodorant category. By Devina Joshi

t’s no big secret that deodorant ads largely revolve around either functionality, or sexual- Iity. In a bid to be different and stand out from what the category swears by, the launch ad for Parx deodorants (from the Raymond stable) is all about ‘chilling out’ and being playful and the deo works hard to help one do that. As is known, the Park Avenue range of deodorants - a sister brand of Parx - has more of a formal and elegant tinge to it and it targets an older age group (25-35-year- olds) whereas Parx targets 20-30 year olds, and is more casual and youthful. Says Ashish Khazanchi, vice-chairperson and national creative director, Publicis Ambience (the agency on Parx all exhausted. In a bid to stay a delighted set of people. ‘Introducing deo sprays deos), “Parx is already a well- refreshed, he whips out his from Parx. They work hard so you can live easy’, established apparel brand. With Parxdeo, and promptly decides to goes the punchline. this foray into deodorants, we be playful in the otherwise boring The statement being made in this communica- have ensured the communication train compartment. He sits on a tion is that the brand is for those who don’t want targets the younger, energised suitcase nearby, pretending it is to be perceived as frivolous ‘chick magnets’, but bunch, much like the apparels a bike, and even manages to get a want to be perceived as the self-confident, relaxed, range.” fellow passenger to sit behind him fun guy to hang out with. The tagline, too, is about Furthermore, he adds that as his ‘biker girl’. Soon, the entire how the deodorant does its job and works hard for the attempt is to stay away from compartment is a lively place with its user, so that he can “play easy”. the “varying levels of undressing people taking part in the mock Vishal Pawar, head, marketing, consumer prod-

and seduction, with 50 girls fall- FOTOCORP ‘vroom’ bike session.The boy gets ucts division, Raymond India, remarks, “The ing all over the deo-using man”, Khazanchi: on a new avenue off at his station, leaving behind seduction angle has been overdone, while Parx is as is common in the deo ads. “Parx is more about helping you be comfortable with yourself light-hearted and and your surroundings.” outdoorsy, and for The launch ad for Apart from television, the other media vehicles the chilled-out gen- for this communication include outdoor, press eration,” Khazanchi Parx deodorants (from and posters in and around youth hangout joints. explains. the Raymond stable) is all The ad opens CASUALLY SPEAKING with the shot of a about ‘chilling out’ and s the attempt to break away from category young man enter- Inorms, a successful one for the ad fraternity? ing a local train, being playful. p‚‡vˆrq‚ƒhtr!!>>

VODAFONE row phone credit from their friends things from each other. at a nominal charge. Created by The creative team at Ogilvy Ogilvy India, the film rests on the includes national creative directors premise that humans love the idea Abhijit Avasthi and Rajiv Rao apart Art of Adoption of borrowing the smallest of con- from the rest. veniences from others who would Talking to afaqs! Reporter, Rao The latest television commercial of Vodafone happily agree to oblige. says, “Borrowing is universal. When The commercial weaves the idea you need something, you’ll always uses the simple human insight of borrowing. By through a carefully-crafted mosaic look to borrow first. It is more Biprorshee Das of instances where people borrow convenient. We looked at various examples of borrowing that are typi- he best things in life are cal and what everyone can relate to. free, and borrowed. Yes, the The film is based on such instanc- Tadage has been tweaked a es.” little bit, but isn’t that how we all Anuradha Aggarwal, vice-pres- love things? A book, some sugar, a ident, brand communication and CD, and a lot more - we simply love insights, Vodafone Essar, is of the borrowing. view that the film stands out because From this very idea stems the it focuses on the insights rather than new television commercial for on the product. Vodafone’s low balance services, wherein Vodafone users can bor- p‚‡vˆrq‚ƒhtr!">>

18 afaqs! Reporter, August 1-15, 2011    ASCI More Power to You The Advertising Standards Council of India has released a mass campaign, informing consumers to speak out if they find any communication objectionable. By Biprorshee Das

ommunication with a sense of respon- “There must be “The campaign sibility, creativity with the heart at the a governing body right place - the Advertising Standards has a very simple C and ASCI is a Council of India (ASCI), Indian advertising’s self- idea where we regulatory voluntary organisation, leaves no stone much better idea unturned to pass the message that it takes respon- are putting the than an actual sible advertising very seriously. consumer in the While ASCI’s Consumer Complaints Council government hot seat” (CCC) regularly looks into complaints raised by body.” consumers against advertisements that they find SUBHASH KAMATH objectionable and takes appropriate action, the SAJI ABRAHAM body has come up with another mass campaign to raise awareness and empower the consumers. “Through a cam- Created by BBH India, the campaign comprises “We tried to paign such as four television films and print ads. Each print ad keep it as simple and the films take up issues such as misleading this, complaints as possible so that information, objectionable portrayal of women might rise with and negative influence on children. While the the consumer more consum- print ads use illustrations, the films pass the mes- understands the sage in a non-preachy, subtle, yet entertaining ers approaching manner. message well.” Subhash Kamath, managing partner, BBH ROSHNI KAVINA ASCI.” India, and ASCI board member, says, “It’s a two- KV SRIDHAR pronged strategy this time. We agreed that the campaign cannot be done in isolation and talk only advertising.” It is understood that such large-scale events will to the consumer.” An example of the latter was the initiative at be further utilised for the purpose and with similar Roshni Kavina, brand partner, BBH India, says, Goafest 2011 - a two-day event based on the theme interactive measures, without coming across as “We realised that the campaign must be divided ‘Creativity with a conscience’, wherein young cre- preachy. The digital medium is also being actively into two - one for the layman who sees the ads, ative people, during the festival, displayed works and the other to encourage us to make responsible that they executed around the theme. p‚‡vˆrq‚ƒhtr#>>

   GREENLAM Too Hard to Resist The television commerical shows an old man adopting Christianity, in order to be buried in a coffin made of Greenlam Laminate after his death. By Anushree Bhattacharyya and Nandana Das

ne can go to any extent in order to attain the irresistible. Greenlam Laminates, in Oits latest commercial, promotes the ‘irre- sistible’ proposition to show an old man who decides to change his religion to Christianity, so that after his death, he is buried in a coffin made of Greenlam Laminate. Alex Joseph, vice-president, branding and com- munication, Greenply Industries, says, “We have kind of played with the concept of irresistibility. The idea behind the TVC is to show to what extent one can go to, in order to grab something. To dramatise this, the agency created a story that is like a fable, and is narrated like the ballad of an old man.” BUYING THE PROPOSITION? Joseph adds, “The laminate category is mainly he commercial has got a mixed response from driven by design, shades and colours. The chal- Tthe fraternity. lenge was to communicate this in a striking Lubna Khan, associate vice-president and stra- manner. Another challenge was that the category tegic planning director, JWT, says, “In a category still lacks consumer pull as it’s a low involvement that tends towards commoditisation and a prod- category.” uct that consumers buy with a primarily rational The brief given to the agency was to create a frame of mind, it is vital to create a distinctive and brand recall that affects the consumer’s mind in memorable aura around the brand.” a striking manner, using the proposition, Dil to She adds, “This TVC - with its idea of a lami- karega hi. nate so wonderful that a man wants to be buried Talking about the concept of the TVC, Prasoon with it - is clearly a step towards creating that

Joshi, executive chairperson, McCann Worldgroup SUSHIL KUMAR distinction for Greenlam Laminates. My only India and regional creative director, McCann Asia- Joseph and Joshi: occupying mindspace caveat is that consumer relevance could have been Pacific, says, “Basically, the idea behind the TVC stronger.” was to push the concept of somebody’s last desire The brief given was to Nirmal Pulickal, executive creative director, during his or her ultimate journey. Hence, we North and East, Mudra Communications, says, played around the whole concept using a tongue- create a brand recall that “Laminates have always been considered an infe- in-cheek rendition. We wrote a story in which rior alternative to wood, but things have come somebody actually gets baptised to go to into a affects the consumer’s a long way since the old days. So, as a strategy, coffin made of Greenlam Laminates. The idea was to focus on the appeal of its appearance is quite to push the envelope so as to put a smile on the mind, using the solid.” He feels the script is quite strong, but the audience’s face.” proposition - Dil to karega. execution has messed up the idea. [email protected]

<< p‚‡vˆrqs ‚€ƒhtr ' manner may not be powerful enough << p‚‡vˆrqs ‚€ƒhtr # als are of the opinion that the story for the narrative,” he muses. could have been told in a more inter- Breaking...Nima Namchu, senior vice-pres- Sip of Surprise esting manner. ident and executive creative director, Amer Jaleel, national creative Rajeev Raja, national creative Contract Advertising, says that the at select KFC outlets. Furthermore, director, Lowe Lintas, says, “The director, DDB India, opines, “I brand’s attempt to be different is for customers are photographed enjoy- idea of the TVC, which focuses on believe the idea is about loosening all the right reasons, considering the ing their drinks with their gang capturing the expression of someone up, and getting everyone around you clutter in the deo category, and each and hard copies of the photos are who is drinking the cold coffee for to do the same and have some fun. one outdoing the other, on grounds shared with them in KFC Krushers the first time, is good. However, the Thankfully, it is not the usual ‘guy of seduction and sexual imagery. “I Kafeccino branded frames. The best commercial is too long. It is a classic gets gal in a moth-to-a-flame’ kind of agree there is an overdose of it hap- images are then put on the Kool example of a ‘FMCG kind of ad.” situation.” The element of girls get- pening, and Axe is probably the only Hours Wall, created at the stores Remarks Naresh Gupta, national ting impressed with the Parx user,is brand that stands out because it is across the country. planning director, Cheil Worldwide, brought out rather subtly. tastefully done.” Southwest Asia, “The TVC does one However, Raja feels the whole In that sense, he feels the attempt A DELIGHTFUL CATCH thing well - the first-timers will end ‘let’s pretend this is a bike’ concept to make one’s whole environment hile the concept of the cam- up saying it’s good. But this does may be a little immature and the ‘cool and relaxed’ is an interesting Wpaign has been appreciated by not tell me what the twist is in the humour could have been a tad more one. Perhaps the attempt of a ‘casual the advertising fraternity, the overall Krushers. It’s a story of what could fine-tuned. “The irreverence of the fun’ positioning is different, but may feeling is that it is the execution have been a very good commercial, youth is missing here, and the rea- not stand out,” he opines. where the TVC has failed to capture but, ends up being flat.” sons for seeking attention in this [email protected] the attention. Industry profession- [email protected]

22 afaqs! Reporter, August 1-15, 2011   KOMLI MEDIA << p‚‡vˆrqs ‚€ƒhtr ' Art of Adoption

On the March “It is a very effective film, and is different because it uses a core human insight and puts it at the centre. The ZestADZ is the fourth firm acquired by Komli Media. It bought category has so far focussed strongly on the product three digital companies earlier - Aktiv Digital, PostClick and rather than on insights. This is something that the con- sumer will recall and the idea will resonate,” she says. Indoor Media. By Kapil Ohri The television campaign is being supported by print, radio, point-of-sale activities and outdoor. The com- igital media firm Komli Media usually ask for mobile solutions, as well. pany has released a large radio campaign promoting the is all set to expand its presence With the acquisition, the company will be service, tying up with Radio Mirchi and Big FM with Din the mobile marketing space. able to tap the mobile marketing space, the core thought - Udhaar lena achchi baat hai. It has acquired 100 per cent stake in which is going to be significant in the next mobile ad network ZestADZ. According few years. to the arrangement, Asif Ali, co-founder, ZestADZ is the fourth firm acquired by ZestADZ will join the mobile division of Komli Media. It had acquired Aktiv Digital Komli Media as product head. in June. In 2010, it bought a site repre- Amit Bhartiya, business head of audi- sentation company called PostClick, and ence monitoring firm ViziSense, will head an online advertising firm named Indoor ZestADZ, which will be the mobile mar- Media. keting arm of Komli Media. Aktiv Digital is a four-year old ad For the uninitiated, ZestADZ (zestadz. network which has tie-ups with more com) is a global mobile than 1,000 pub-

ad network, which has lishers and has a FOTOCORP presence in the US, and physical pres- Aggarwal and Roa: on using the idea of borrowing India. It offers mobile ence in Singapore, advertising solutions to Hong Kong and CREDIT WHERE IT’S DUE advertisers and publish- the Philippines he film has met with positive responses from the ers for performance and markets. Tadvertising fraternity that approves of the strong branding-based cam- PostClick is an and simple insight. paigns. ZestADZ claims that it online media sales Amit Kekre, planning head, Mudra West, is of the The company claims company which view that the creative idea and execution is unique that it delivers more delivers more than five ties up with online and endearing. “The creative thought rests on a sound than five billion ad billion ad impressions publishers, mostly cultural truth, next door neighbour loans, the unique impressions across on an exclusive Indian habit of borrowing an asset as your own imme- markets such as India, across markets in Asia representation diately makes a connection with the product feature, Indonesia, US, Europe basis, to repre- which is novel,” says Kekre. and Africa. About 25 per Europe, US and Africa. sent and sell their Kekre is of the view that the film, while without cent of its total traffic online ad invento- a human face, is still an extremely human film. “The comes from India. In the past, ZestADZ has ries to advertisers. Its business model is device of the hands exchanging things adds to the worked for publishers such as Indiatimes, based on the commission earned through memorability and uniqueness of the execution”, he ibibo, iXiGO and Indiagames and has publishers from the sale of ad inventory. says. executed campaigns for various brands Indoor Media owns an ethnic online ad According to Ryan Menezes, chief creative officer, including Tata AIG, Aircel, Google, MSN network named AdMasala, which enables Percept/H, the communication is simple, single-mind- and Yahoo! Apart from advertising solu- advertisers to target and serve ads to South ed and direct. “The film establishes the fact well that tions, it provides analytics support to both Asian internet consumers residing in the you can borrow talk time from friends. Strategically advertisers and publishers. UK. AdMasala has partnerships with more and creatively, it might have been more interesting to Speaking on the reason behind the acqui- than 400 publishers across various parts of explore the circumstances that resulted in the protago- sition, Prashant Mehta, chief executive the world, including Indian publishers. nist running out of talk time,” says Menezes. officer, Komli Media, says that advertisers [email protected] [email protected]

     

New campaigns across television, print, out-of-home and digital media. TELEVISION

IDEA CELLULAR FOOTLOOSE BAGS PARLE MILANO The latest Idea campaign for its 3G services takes on This campaign with four films features an eccentric The campaign for Parle’s premium choco chip cookie the problem of overpopulation. It plays on how lack of ‘professor’ who offers quirky ideas to the youth to deal plays on the brand message - there is a secret behind entertainment induces people to indulge in sex. with various problems keeping the product in the centre. every Milano. The storyline in the film establishes that Creative Agency: Ogilvy India the delicacy of a cookie can create wonders even in an Creative Agency: Lowe Lintas NCD: Abhijit Avasthi unimaginable place like a battlefield. Creative Team: R Balki, Arun Iyer, Ashwin Varkey, Carlos Senior Creative Directors and Copy: Harshad Client: Parle Products Pereira, Virendra Vilankar, Tanvi Phadke, Linesh Desai, Rajadyaksha and Kainaz Karmkar Creative Agency: Thoughtshop Subodh Menon and Jaywant Dabholkar Art: Harshad Rajadyaksha and Ashok Karkala Creative Director and Writer: Vipin Dhyani Film Director: Amit Sharma Director: Nishant Goyal Film Director: Indrajit Nattoji PRINT

HARLEY- DAVIDSON The ad features the Sportster Forty- Eight, one of the Harley-Davidson models available in the India. The copy ACER details the various The ad presents the series of laptops available in five specifications of different colours that the brand claims are inspired by the the bike presented colours of nature. in a manner that is SEAGRAM’S ROYAL STAG the signature of the With cricket as the background, this ad for Royal Stag does a brand. cheeky take on the UK national anthem. Client: Acer India Advertiser: Pernod Ricard Creative Agency: Dentsu Communications, Bengaluru Creative Agency: Ogilvy India Creative Directors: Sangeeta Velegar and Alok Creative Agency: The Republic Creative Director: Nitin Srivastava Manchanda Creative Director and Copywriter: Ruchika Parab Copywriter: Anuj Kala Art: Sandeep Kumar Art Director: Rohit Shenolikar Art Director: Khurram Haque Copywriter: Alok Manchanda OOH DIGITAL

AMAR UJALA PUBLICATIONS REEBOK EASYTONE KAATI ZONE Amar Ujala Publications recently used cabs for transit An ‘SMS 2 Unveil’ campaign for Reebok EasyTone allowed Bengaluru-based quick service restaurant chain, Kaati advertising for brand building purposes in the north. people to text EasyTone to 56767 and thus get to see part Zone, enable internet users to order food items via its by part, the entire campaign picture revealing a girl in a application on Facebook. Users can customise order and bikini and symbolising the toned body that the EasyTone avail the ‘cash on delivery’ option for order above `125. helps achieve. OOH Agency: Innogence Logic Advertising OOH Agency: Posterscope Exposure: Apps.facebook.com/kaatizone Exposure: Exposure: Delhi Digital agency: AliveNow.in, Bengaluru

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

26 afaqs! Reporter, August 1-15, 2011

    Will Google+ Dent Brand Facebook? Google’s intention to create a more ‘open’ social ecosystem and integration of its properties with Google+ seems to be a killer strategy. Will it hurt Facebook? By Kapil Ohri

S6EIDTCS H6C@TCHVSUC` WDW@F7C6SB6W6 F6SUCDFI6B6S6E6I Co-founder, Althea Systems Managing Partner, Seedfund CEO, Communicate 2 Nat Director, social media, GroupM SUSHIL KUMAR GOOGLE SEARCH WORKS I HAVE BEEN AT THE GOOGLE+ HAS FACEBOOK MUST WELL BECAUSE THE WEB 5,000 FRIEND MARK GARNERED CLOSE TO TAKE GOOGLE+ AS IS OPEN AND GOOGLE (THE SYSTEM DOESN’T 20 MILLION USERS IN A A THREAT SIMPLY CAN CRAWL AND INDEX ALLOW MORE) ON FEW WEEKS. THESE 20 BECAUSE GOOGLE+ PAGES, TRACK USERS FACEBOOK FOR SOME MILLION USERS SEEM TO HAS SEVERAL UNIQUE CLICKING AN ARTICLE TIME. BUT I’M NO BE INFLUENCERS. THE FEATURES THAT THE AND A WHOLE BUNCH OF CLOSER TO NUMBER OF GOOGLE+ FORMER DOESN’T. other data that goes into the understanding who a majority vs Facebook cartoons and The launch of Google+1 Pagerank algorithm. In short, of these are and what I should jokes seem to indicate that the signalled a commitment to not the access to explicit user share with each of them. initial users of Google+ are a only bring ‘social’ more into the behaviour is the key to Google Google+ is a set of cliques. passionate bunch. search results, but also showed Search’s success. There’s no limit on the number of Google+ is a combination the extent to which Google would On Facebook, users share people who can follow what you of the best features of go to be successful. Google, at media and content. They ‘like say but you have simple controls Facebook, Twitter, Skype, that time, indicated its intentions it’, ‘share it’ with friends and on what you share with whom. Messenger and Google News by enabling the +1 feature to be make ‘comments’. All this Google search with a billion in one platform. Having a shared across the entire web, user behaviour data sits inside users generates $36 per user per small link saying +Vivek just and began to build the outcomes Facebook’s closed platform year. Facebook, with 800 million makes me click on that link of the clicks on those buttons into and Google has no access to generates $4 per user per year. a lot more than I find myself the organic rankings. this. With G+, Google will own the clicking Facebook. With Google+, you can see What Google is doing in consumer’s presence for longer But what will dent Google using its understanding of the social space is exactly chunks of time online - and so Facebook more is that its the web with elements such as what it did in the mobile iOS can take more of the money here. IPO is getting postponed, ‘Sparks’, ‘Hangouts’ and ‘Huddle’. space. The fear of a closed G+ may not reach the 800 millionaire employees’ stock A majority of consumers use Apple eco-system, which shut million users that Facebook has. is going under water and it is search and social for confirma- out Google, forced the latter But it doesn’t need to. Even if it no longer seen as hip being tion of a right decision and many to move quickly on Android reaches 100 million those are on Facebook. When one is move from one channel to the iOS. We know how success- likely to be the influencer users - moving at 1,000 miles an other to get more information. ful Android has been against with as much media value as the hour, a slight nudge can cause What Google is striving to do Apple. If I was Facebook, I other 700 million. If G+ figures a fatal impact. Is Google+ - Facebook must take notice - is would take Google+ very out a solid monetisation strategy, capable of that nudge? Yes! keeping people from leaving the seriously. then I’d be bullish on G+. Google network.

28 afaqs! Reporter, August 1-15, 2011

   WFA SURVEY Takes Two to Tango The survey conducted by Global Compag and Aprais showed that an accurately benchmarked, two-way evaluation process of agency, as well as client performance is necessary. By Ashwini Gangal

art of the WFA (World Federation of Advertisers), Global Compag - with the THE HANDSHAKE Phelp of global relationship appraisal service, Aprais - has released the results of a survey that Results of the WFA survey that addresses the issue of the client-agency relationship. addresses the issue of the client-agency relation- ship. The study was about the importance of evaluating the performance of communications Performance vs. Importance 10 9 8 7 6 Respondents were asked ‘Do you agencies. 5 4 3 2 1 formally assess the performance of the communication agencies The study, conducted in May this year, saw and the contribution they make to the participation of multi-national respondents 98 7 6 5 43 your business’. Image shows the from 42 companies, representing 14 different Performance response. categories. The respondents were all global or regional marketers on the client-side (that is, 10 9 8 75

belonging to corporates), from large multination- Importance als, and not from SMEs. For this study, almost all responses were 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 38% Respondents were asked ‘How important is it to measure agency performance’ and sourced from companies spending over $500 mil- ‘How well do you do it’.The image shows how respondents score their performance lion, with over 32 per cent spending more than $2 and how important they think the same is. 62% billion. A questionnaire bearing 16 questions was specifically designed for this survey. Advertising When asked whether Agency Media/ Comms the performance of CRUX OF THE FINDINGS Planning Agency25-34 13-17 their communications ver 93 per cent of the respondents stated that Digital18-24 59% agecies is formally O‘measuring agency performance is impor- CRM evaluated, 62 per cent of the respondents Yes Digital tant’. However, 85 per cent do not rate their own said it depends on the performance in this area as high! Little wonder Research type of agency. Image No then, that 65 per cent consider ‘making changes PR shows that break up Event Depends on the Agency The study saw participation 0% 20% 40% 60% 80% 100% of multi-national respond- Yes, it is a 4 way, 360 process Both Marketing and so both parties self assess their Procurement Together ents from 42 companies, performance Yes, it is a 2 way process, and Marketing representing 14 it is a balanced evaluation. Procurement Yes, it is a 2 way process, but different categories. the reality is that the focus is on agency performance. External Company/ to the way they assess agency performance’. Consultant No, only agency performances Aprais thus infers that there are two impor- is evaluated The Communication tant areas of change - firstly, these assessments Agencies should not remain one-way and must become a 0% 10% 20% 30% 40% 50% 0% 20% 40% 60% 80% When asked Who ‘owns’ and manages the evaluation process, it The survey looked into whether agecies also review the genuine two-way process. Secondly, the assess- was found that it is common for marketing and procurement to performance of their client team. The image explains the findings. ment should be accurately benchmarked to jointly manage this process, as indicated in the image. provide absolute, as well as relative performance measures, which are actionable and statistically robust. The survey data shows that only in 31 per cent of cases is the agency performance externally providers and if these communication agencies per cent of the respondents). benchmarked. Further, it is found that client desire longevity with their clients, professional performance is benchmarked only in 13 per cent evaluation of their relationship is critical.” Rate (on a scale of ten) the importance of of the cases. measuring agency performance. Overall, the results indicate that good client DETAILED FINDINGS It was found that 93 per cent of the respondents process and behaviour increases agency perfor- Questions asked: rank this as eight. mance by up to 33 per cent, and that it is essential that clients open themselves up to being assessed Thinking of your top 20 markets, on an aver- How well do you do it? and benchmarked as this will improve outcome age, how many communication agencies do It was found that only 15 per cent of the for both parties. you currently have actively working with respondents give themselves eight or higher. The Sunil Gupta, regional director, South West you in each, considering all types of commu- implication is that there is room for improve- Asia, Aprais Worldwide, underscores the nications services covering creative, media, ment. Aprais notes that the stark contrast between importance of research on the agency-client rela- digital, PR, design, event, etc? the importance and current capability is one of tionship. He tells afaqs! Reporter, “If marketers It was found that there is a split between the most important findings of the survey. believe that they’d like to see improvement on respondents using five to ten (32 per cent of the part of their marketing communication service respondents) and those using more than 50 (29 p‚‡vˆrq‚ƒhtr#!>>

32 afaqs! Reporter, August 1-15, 2011

  9@ADIDIBHPH@IUT SANANDA Regional Route The channel will open up with five-six original fiction shows. By Anindita Sarkar

he Bengali television market is stead- ily growing into a rather lucrative Tspace for new players to step in. Rich Leading print player Anandabazaar Patrika has launched a fresh GEC in order to tap into the discerning Bengal audience. Christened Sananda, the channel forayed History into the Bengali GEC market this month. “The channel will open up to the Bengali audience, with five-six original fiction prop- erties that will occupy the 7.30 PM-10.30 PM

FOTOCORP slot,” says a top industry executive, on condi- tions of anonymity. e has seen art in advertising evolve from the board with his hand and yelled that he wanted a “Eventually, depending on the market days of illustrations made by brush strokes layout by the afternoon, which was an unreason- Hwith no photographs (much less Photoshop), able deadline. I did something no young artist at to do the trick. In a candid chat with afaqs! Reporter, that point did. I flung his papers back at him. That 82-year old ad veteran Brendan Pereira speaks of the is when my seniors spoke to an outraged Bal and key moments that shaped his career graph. calmed him down. When I was at LA Stronachs Advertising as an apprentice, E Garrett was the art director there, CHECK, CHECK AND DOUBLE-CHECK and my first few months there had me doing odd At Aiyars Advertising, we were going to acquire jobs such as figuring out the lettering from A to Z the (SmithKline) Beecham’s account in India. in different typefaces. This kind of grounding is At that time I was an art director in London and The channel draws its missing in art now. was appointed there to come and head creative at Anyway, this lady - Mrs Webber - was working Aiyars in India. The client had a request. They name from the Bengali on a pharmaceutical brand and one fine day, she wanted me to join them for a year to understand thought I could probably do the design work for their business and also handle their account in magazine Sananda. it all on my own. I had to create all the four mail- Mumbai. What an experience this was for a crea- ers for it and what was remarkable was that it got tive! My mandate was to understand everything response, the channel also intends to intro- approved in the first shot - unheard of in those about their toiletries, pharmaceuticals and over- duce reality content into its programming days! My creativity was first discovered then. seas business. line-up, one month after its launch,” the Hameed Sayani was the account executive Mr. Pascal was the person in charge there. I source adds. in those days and he gave was working on ENO Fruit It is pertinent to note here that the channel me the Castrol account to I’ll never forget that Salts and I had to work in draws its name from the Bengali magazine work on, as a challenge. I tandem with the accounts Sananda, the only women’s magazine in the created the illustration of Dhirubhai Ambani gave person. There were some ABP bouquet, which is also acclaimed as a farmer in a tractor on inputs that I got from him, the highest-selling Bengali magazine in the the field. Please note, back us the confidence to and I was to present the market. then we had only illus- details to Mr. Pascal. He Therefore, quite evidently, the channel’s trations. That too, got build a great agency. was furious when he found content too, will chiefly target the modern- approved in one shot after a minor suggestion. some error in it (I had done my bit, the error was day woman, along with an elaborate family in what the accounts guy had provided me with). audience through content that is primarily “HE CAN WRITE TOO” Mr. Pascal, albeit in a harsh manner, taught me to woman-centric. A major turning point happened when, at DJ question everything. For the record, it was only after a gap Keymer (later, it became Bensons, OBM, O&M of nine years that the Bengali GEC market and now Ogilvy), I was made assistant to art direc- AMBANI had witnessed the first ripples, with the tor PN Sarma. I was asked to create a print ad for In 1972, when I left Aiyars to co-found launch of STAR Jalsha in 2008. In less than the Rover and I made it using an old British print Chaitra Advertising (an agency that started in my a year, the channel shook up the market, and of a Rover for the illustration with a man tipping flat, by the way), we didn’t have any businesses gained leadership position, while expanding his hat and the line I wrote went, “Well, well, look to speak of, and we were just a small bunch of the genre by over 10 per cent. who’s here.” ex-Aiyars. Now, with the launch of Sananda, media The senior executive, Mr. Anderson, was sup- I remember Dhirubhai Ambani was going to pundits believe that the new player could par- posed to take it to the client, but didn’t. He did launch Vimal. He had no agency and surpris- tially expand the market, while it could also not fancy the thought of a junior working on such ingly gave us the business after seeing our work on eat into the viewership shares of Jalsha to a prestigious ad. He told Sarma the client did not Terene polyester (Vimal was getting into it at that some extent. Says a top executive from a com- like it. Upset, Sarma asked me to go see the cli- time). Said Ambani, “So you are new and have no petitive channel, “The content of Sananda is ent. I had never done that before. The client said, business. Well congratulations, you have mine.” similar to that of Jalsha. And, since ABP has “This is fantastic.” I learnt to sell creative work I’ll never forget the fact that the man paid us for huge brand equity in the market, it is possible myself. our artwork and everything in two days. He gave for the channel to eat away some portion of Another time Bal Mundkur, probably having us the confidence to build a great agency. STAR Jalsha.” a bad day, came up to me, thumped my drawing As told to Devina Joshi [email protected]

34 afaqs! Reporter, August 1-15, 2011

TELEVISION THE NECKLACE STATES

Twelve years ago, Zee offered an alternative to Hindi in Maharashtra and Bengal. How well has the experiment by broadcasters unfolded in states sandwiched between the Hindi belt and the south? By Anindita Sarkar

(launched in the same year) identified and met the food and beverages are using regional TV to reach entertainment needs of the Bengali community out to the masses, steel, power and aluminum are with a new-found audacity. Within the decade, the moving into the mass media space slowly. regional GEC market (Hindi-speaking but not the Odisha’s cable penetration has seen a significant south) grew from 15 GECs in 2000 to 83 in July jump of 65 per cent in both rural and urban areas 2011 and ad revenues touched `1,200-1,500 crore. in the last three to four years. According to media With huge investments in mining and experts, the state’s television business, which infrastructure finding their way into Odisha, currently stands at `220 crore in ad revenues (up marketers are optimistic that this state is the next by 30 per cent from 2008), is expected to witness big thing. Gujarat is considered risky but players faster growth. Says Ratikant Satpathy, associate are game - Reliance Broadcast Network (RBNL) vice president, Odisha Television Network plans to roll out a Gujarati GEC under the Big (OTN), “Odisha is not as big a market as Bengal our years ago, Odisha had just two private Magic umbrella by the end of this financial year. TV channels - ETV Oriya and OTV - Mahuaa is expected to launch a new GEC soon. apart from the state-run DD Oriya. All West Bengal has just witnessed the entry of of them were infotainment channels. In Sananda (from ABP). Maharashtra continues to F2008, OTV decided to launch the first general be on the regional GEC agenda of big national entertainment channel (GEC) with Tarang while broadcasters. afaqs! Reporter finds out what is OTV was converted to a news-and-current-affairs happening in the television space in the crescent channel. All this while, the regular national Hindi sandwiched between the south and the Hindi belt. GECs served the market apparently quite well. In the two years from 2009, there was a sudden ALL LIT UP burst of activity. Today, there are 14 channels in disha, as a market, has excited quite a few Odisha though, except for Tarang, most run as Opeople. According to a 2009 study on infotainment channels with news as an important investment trends across states - conducted by the component of the content line-up. What’s up? Centre for Monitoring Indian Economy (CMIE) Odisha is probably mirroring what had - Odisha is the second most preferred destination The trick is to embed content happened in Maharashtra and West Bengal earlier. for investments. Power generation, mining and Twelve years ago, Zee successfully offered an iron and steel are the hot sectors throwing up and the brand seamlessly alternative to Hindi in Maharashtra and West more jobs and more disposable income. The into one another. Bengal. Launched in 1999, Zee Marathi became an services sector is the largest contributor to the RAVISH KUMAR integral part of a Maharashtrian’ s life, through its state’s gross state domestic product. Therefore, EX-HEAD, REGIONAL CHANNELS, STAR different genre of programmes while Zee Bangla while national players in FMCG, cosmetics and

36 afaqs! Reporter, August 1-15, 2011    

or Maharashtra. Its population is just 41.2 million these faces came on local channels too. and it is predominantly a print market, but the There are others who differ. According to Anooj growth of television here in the last three years has Kapoor, executive vice-president and business been quite phenomenal.” head, SAB TV, a regional language GEC in Gujarat Advertisers such as HUL and ITC, which can do well even if the quality of programming only depended on spillover on Hindi channels to is not at par with the top national players. “If a gain new consumers, have now started looking player can accurately tap into the regional culture seriously at Odisha. Amit Ray, former president, and flavour and serve it with the right dose of Lintas Media Group, notes that brands that were entertainment, the channel will succeed,” he says. once big in Odisha (Lifebuoy, for example) were Currently, the region’s TV ad revenue is `30 crore. using the spillover of channels such as Star Plus But there are only two channels - ETV Gujarati, an to target that market. “Oritel, Odisha’s largest infotainment channel with estimated revenues of SUSHIL KUMAR cable network had just launched OTV then. In `25 crore and TV9 Gujarati, a news channel with If a player can serve the right dose came Superia, a soap brand from ITC, which had `5 crore. of regional entertainment, the limited market traction. It went local and managed to capture a major share,” he says. Gujarat, which BACK TO WHERE IT ALL STARTED channel will succeed. has been a turbulent market for regional players, is ndulgence, purchasing power, viewership ANOOJ KAPOOR evoking interest again. Ipattern and a flourishing film industry. These EXECUTIVE VP, SAB TV are factors that propelled Maharashtra and West UPS AND DOWNS Bengal - in both states it’s the regional GECs hen Zee News Ltd (ZNL) decided to shut that are the highest GRP gainers. While it is Zee to showcase fiction as well as reality shows. The Wdown its loss-making Gujarati GEC in 2009 Marathi that rules the roost in the TV space for the same is true for a market like Odisha, which is quite after nine years, it seemed that the Maharashtra- former, it is Jalsha that takes the cake in Bengal. strong on mythology and cultural storytelling. West Bengal experiment wouldn’t work elsewhere. Consider this: STAR Jalsha, which makes 41-42 The reason? Local viewers in Gujarat “consumed per cent of the total GRPs in the Bengal GEC DRIVING FORCES market, rakes in ad revenue of about `200 crore. he equation is simple. GRPs will earn your It is not just the HULs and the P&Gs of the Trevenues whether you are in Bengal or world who are interested. Local retailers (Anjali Maharashtra or Odisha,” says Soumendu Das, Jewellers), real estate players (Sanmarg Group of business head, Brand Value Communications, the Industries) as well as educational firms (Pathfinder company that runs Rupashi Bangla. Career Institute) are also using regional television Marketers believe that revenues can grow at 20 to reach out. “Almost 40-50 per cent of revenue per cent since regional channels offer the chance for these regional channels comes from local to reach out to the masses while breaking the advertisers,” says Khemka. language barrier. “The trick is to embed content For the record, the average weekly GRPs that and the brand seamlessly into one another,” says the Maharashtra and Bengal market generated Ravish Kumar, former head - regional channels, (including Mumbai and Kolkata) in 2010 were Star Entertainment Media. There is a push for 776 points and 1,455 points respectively. Exclude local events and award shows across regional the metros and the GRPs stand at 765 points and GECs. “Interestingly, a lot of ad money, which 1,359 points clearly indicating that there is a huge was being spent on BTL activities, is now finding Odisha is a ‘print’ market, but the audience profile beyond these metros. However, space in these markets through channel activation growth of TV in the last three years the increase in ad rates is not proportionate to the and brand synergies,” says Kumar. has been phenomenal. GRPs delivered by these markets, complain many. The Bengali television market is estimated to ` ` RATIKANT SATPATHY Five years ago, a 10-second spot for a Bengali be 700 crore (KPMG 2011) of which 415 crore GEC was priced at `800-`1200. Today, that has come from GEC programming. In 2008, the ASSOCIATE VP, OTN increased to `2,500-`4,000. Meanwhile, for a Bengali TV market was Rs 450 crore. The Marathi Marathi GEC, the 10-second spot price ranges TV market is estimated to be `350 crore (up by 35 between `8,000 and `10,000. Cinema, theatre and per cent from 2008), of which `250 crore belongs Hindi entertainment in very large doses.” to the region’s GEC pie. However, today, there is a modest optimism that is making broadcasters give the state a second Marketers believe that REGIONAL PULL AND PUSH glance. Gujarat’s populace does exhibit affinity revenues can grow at 20 he biggest challenge that the regional TV space towards its own culture - what became popular in Tfaces is inconsistency. In Bengal, for instance, Gujarat were Hindi shows on national channels per cent since regional extraction rates are low. Marathi channels, on that were based on Gujarati families and culture the other hand, get a high yield. Along with (for example, SAB TV’s shows). channels can reach out to fragmentation, the cost of content is rising. “Markets like Gujarat consume Hindi Monitoring is a constraint in the smaller pockets programming more than the normal Hindi the masses while breaking of the crescent. There are many areas that do not consumers do,” says Mandar Dharmadhikari, the language barrier. have TAM Peoplemeters. But opportunities exist. managing director, Shri Siddhivinayak Creation, The Bengali news market, along with the that specialises in broadcast marketing in north cultural festivals are a catalyst in this surge. The Marathi movie and news genre, shows potential. east India and events in rural Maharashtra. Marathi film industry is worth `100 crore, while Bengali news is the No. 2 genre after GECs. Agrees Navin Khemka, senior vice-president, the Bengali film market is estimated to be about In Punjab (another state with a strong local ZenithOptimedia, “Gujaratis seek entertainment `150 crore. The latter produces 45-50 movies a language following), music is as big as general in Hindi. But that is because there haven’t been year while the Marathi film industry churns out entertainment. “With their low cost of acquisition, investments in quality programming to match the between 70 and 90. The ad rate of a blockbuster we could expect more action in the regional news standards of a Hindi GEC.” movie on a Marathi GEC can be as much as and movies,” says Sudha Natrajan president and Media observers believe that while there is `25,000-30,000 for 10 seconds. The film industry’s CEO, Lintas Media Group. scope in this market, one will have to produce talent can also be tapped for television. Regional media is still undervalued by content that is at par with the national players. Both these states have a number of festivals advertisers. But as more regional channels emerge Also, the many known faces in national television all through the year. Not only does this provide the opportunities rise. Smaller India beckons. soaps hail from Gujarat. It would probably help if content material, the festivals provide opportunity [email protected]

afaqs! Reporter, August 1-15, 2011 37

  90 MINUTES For the Love of Soccer Targeted at readers between the age group of 13 and 30 years, the monthly magazine for football lovers will have content, national as well as international. News Bureau

olkata-based publishing house Trequartista Media, has launched a niche magazine for Kfootball lovers titled 90 Minutes. The magazine, targeted at readers within the age group of 13-30 years, will be a monthly, and will be available for `50. John Duerden, managing editor, 90 Minutes, says, “Magazines are an important part of the whole football culture that needs to exist for foot- ball to thrive. Things are changing in Asia. Fans are more sophisticated now. They want high-level coverage of the game, though they want what is relevant to them.” The 68-page magazine will consist of both international and Indian content, and will have an initial print run of 20,000 copies. In terms of content, the magazine will have columns of Agarwal, Subrata Dutta, prominent writers like Michael Cox. vice president, AIFF & In addition, Indian footballers, as well as those Venkatesha Sharma, who write on football from across the world, will publisher at the launch. also contribute. The debut issue of the magazine will feature an interview with the Dutch legend Giovanni “This magazine will fill the void in the hearts Kolkata, New Delhi, Mumbai, Bengaluru, , Van Bronckhorst, who served as captain of the of all football fans in the country, who have never Guwahati and Shillong, with plans to expand the Dutch national team in the 2010 World Cup. The had a magazine to read on their favourite sport. reach to other cities in the future. magazine will also have interviews with Indian star The football movement in the country is growing In order to drive revenue, the magazine will Sunil Chhetri and national team coach Armando rapidly and we are highly excited about being a part follow the advertising model and will focus on Colaco, in addition to a host of other features and of it,” says Atishay Agarwal, editor, 90 Minutes. categories with youth as the target group. snippets. 90 Minutes will be initially distributed in [email protected]

<< p‚‡vˆrqs ‚€ƒhtr ( society, particularly children. think ASCI has carefully tread the is a much better idea than an actual It has been mentioned and dis- grey areas, others think that the government body,” he adds. More power... cussed that ASCI must not come growing awareness would serve both Abraham echoes the view held by across as an organisation that censors the consumer, as well as the adver- Kamath when he says that while con- used for the same. creativity. tiser. sumers are being spoken to, means Talking more about the consumer Saying that not all complaints are “This is giving the consumer a must also be developed to make sure campaign, Kavina says, “We tried to upheld and the advertiser taken to voice. From that perspective, I think that agencies and advertisers are also keep it as simple as possible so that task, Kamath says, “What one person it is very good, empowering and ben- bound to the responsibility. the consumer understands the mes- may see as progressive and liberated eficial. It is great in theory, but the K V Sridhar (Pops), national crea- sage well.” may be offensive to another. ASCI’s practice could get tricky sometime. tive director, Leo Burnett India, is According to Kamath, the crea- all for the campaign. According to tive idea used looks as if somebody him, such measures keep in check is presenting an ad script to the con- the right balance and that it is an sumer. “It is a simple idea wherein important thing for both consumers we are putting the consumer in the and advertisers. hot seat,” says Kamath. Commenting further on the crea- The execution of the films could The new campaign created by BBH India tive thought behind the campaign, also be seen as subtly hinting at Pops says it is important to keep it advertising professionals, which he has put the consumers in the hot seat. entertaining as the message is passed says is purposely done, although the and doesn’t come across as preachy. primary audience remains the con- “There is a growing awareness sumer. CCC listens to both sides of the The extreme end is censorship. ASCI about ASCI and responsible adver- Kamath mentions the four broad argument (the advertiser and the should not get into it. Advertising tising. Through a campaign such ASCI codes that an ad needs to take complainant).” is bound to be subjective and inter- as this, complaints might rise with care of - not being offensive and pretation led,” says Saji Abraham, more consumers approaching ASCI. indecent, being honest and not mis- CAMPAIGNING WITH A vice-president, planning, Lowe At the same time, if the industry leading and making wrong claims, CONSCIENCE Lintas. gets to do it right, complaints could not maligning others and being dvertising professionals think “At the same time, free markets go down. It works both ways,” says unfairly competitive and not exploit- Ahighly of both the creative idea cannot be left to themselves. There Pops. ing the vulnerable sections of the and the campaign. While some still must be a governing body and ASCI [email protected]

40 afaqs! Reporter, August 1-15, 2011

  OUTLOOK MONEY Casting the Web The finance magazine aims to get new users and tap the youth audience through its digital presence. By Kapil Ohri

utlook Money, the fortnightly finance- also enable us to target young audiences, who want it can use to monetise Digital.outlookmoney.com. related magazine, has beefed up its digital to stay updated on managing personal finances.” Currently, the content is available for free and Opresence. The magazine has revamped its Roy believes that the digital and website ver- no ads are displayed inside the virtual magazine. website (money.outlookindia.com) and launched sions of the magazine will not cannibalise the However, the company is displaying ban- a special version called the digital edition of the print edition. He says, “The ner ads (sourced from Google AdSense magazine (digital.outlookmoney.com). website will offer programme) outside the frame of the Speaking to afaqs! Reporter, Indranil Roy, various interactive virtual magazine. president, Outlook Group, says that the intention features and will actu- Apart from the website revamp and behind the revamp of the website is to enhance ally complement the launch of the digital edition of Outlook the reach of the content generated by the Outlook print edition. Even in Money, the publishing house has also Money team and to get new users on board. He the case of the digital launched mobile apps of the magazine. says, “The website will help us to reach out to a edition, cannibalisation Outlook Money has tied up with larger number of consumers who can’t access the is not possible as there the US-based digital publishing print version of the magazine because of distribu- is no content overlap solution provider Zinio.com, which tion or delivery issues. This will also increase the between print, website will digitise its print editions and chances of getting traffic from outside India.” and digital editions.” provide its platform for digital dis- Roy indicates that a lot of interactive features The digital edition of tribution. will be added to the revamped version of Money. Outlook Money is devel- Apps for iPad and Android plat- outlookindia.com. oped by New Delhi based forms have been unveiled by the The digital edition (digital.outlookmoney.com) company, Mediology. company. The business model will present the content in the virtual magazine The publishing compa- for the monetisation of apps will format and will be published every week. It will ny is contemplating on ways mainly be the subscription fees, cover regular updates related to personal finance. which the company will charge Roy adds, “We will publish exclusive content in from the users, Roy says. the digital edition of Outlook Money, which will The magazine has revamped its The publishing company will charge not be covered in the print and website versions of `668 for 28 issues of Outlook Money on the magazine.” website (money.outlookindia. Apple iPad. Roy declined to reveal the He adds, “With the digital edition, we want to com) and launched a special business arrangement between Outlook tap the audience which likes to consume content and Zinio.com. in the magazine format on a regular basis. It will version called the digital edition. [email protected]

<< p‚‡vˆrqs ‚€ƒhtr"! cent of the assessments are ‘client on cent), well-established and regular As regards the outcome of agency agency’ in nature.” (65 per cent), and variable (55per evaluation procedures, the survey Interestingly, this rules out the cent), depending on the agency in showed that most of the time the Takes Two... possibility for a powerful feed- question. Also, around 62 per cent outcome is a formal evaluation back loop to clients as to how their of the respondents use a formal meeting with the agency team and Do you formally assess the per- actions and behaviour can drive the dedicated review meeting to assess client team. The survey also showed formance of the communication success of an agency’s output. agency performance. that 74 per cent of respondents are agencies and the contribution The survey also tried to ascertain Further, 67 per cent of the using internally designed, paper- they make to your business? which criteria or metrics companies respondents linked hard measures based and excel-based systems for Thirty eight per cent said yes, while use to measure agency performance; to agency bonus payments and over evaluation. Companies that are 62 per cent said it depends on the using standardised third party meth- kind of agency it is. Digging deeper, odology are also commonly using it was found that only advertising The survey data shows that only in 31 per four-way evaluation techniques. and media agencies are getting for- mally evaluated. cent of cases is the agency performance If you use an online question- externally benchmarked. Further, it is naire, does this assessment tool Does the agency also review cli- serve other categories (for exam- ent team performance? found that client performance is bench- ple travel or IT)? It was found that 72 per cent of the To this, 66 per cent said no, 30 per respondents use a simple two-way marked only in 13 per cent of the cases. cent said yes, and 4 per cent said evaluation process to assess perfor- don’t know. When asked whether mance. Interestingly, 15 per cent of it was found that all respondents use ten per cent indicated that they there are plans to change the way the respondents do not have agen- soft measures such as ‘service deliv- were considering moving in this that agencies’ performance is meas- cies evaluate their performance. ery’ or ‘strategic thinking’ to measure direction. Regarding the frequency ured, in the next 12-18 months, 65 Regarding these findings, Aprais agency performance. Probing fur- of measuring agency performance, per cent of the respondents said they notes, “Clients are admitting that ther into these soft metrics, it was the survey revealed that around 90 may make changes to the way their even if nominally assessments are found that most respondents have per cent of the respondents assess performance assessments are carried called ‘two-way’, they are, in fact, indicated that their approach is for- agency performance once or twice out in the short term. ‘one-way’. Thus effectively, 55 per mal (75 per cent), global (65 per per year. [email protected]

42 afaqs! Reporter, August 1-15, 2011

   AMANDEEP SINGH KHURANA I CHIEF OPERATING OFFICER I MADISON MEDIA PLUS Eager as Ever met Parikshit Bhasin (former managing director of Nokia) and his team who encouraged us to go beyond agency mandate. “Soon, India-specific ads for Nokia came up with the launch of the Banjaye Dil ki Baat campaign.” Khurana then joined Rediffusion Y&R to head account planning for its Airtel business. “After six or seven months of my joining, Preet Bedi joined Rediffusion Y&R as president and brought in a lot of ex-Lintas guys. Santosh Sood was one of them. I grew into the role of an account planner under him. Khurana recalls how, on a cold, winter morning in 2004, Airtel invited the agency for a presentation of a service called CRBT (caller ring back tone). “We felt something was wrong with the concept and, over endless cups of chai, Santosh came up with the idea of changing the name of the service to Hello Tunes.” In 2007, Vivek Bali quit Airtel Khurana in one of his and joined Spice Mobile as group president, ‘meeting rooms’ global brands and marketing. “He remembered me from the Airtel days and offered me a job. I

SUSHIL KUMAR joined the corporate team looking after Spice’s corporate marketing functions.” ife took a detour for this ‘naive enthusiast’ products, good legacy and her- (It is to be noted that during his - that is how Amandeep Singh Khurana itage. “But it was a declining “I almost tenure Spice merged with Idea) Lprefers to describe himself - after he leader.” The thirst for doing something cracked the common admission test (CAT) He shifted to Primetime invented else surfaced again. “I requested exams in 1993 and got into Indian Institute of Media in early 1997 to do them for a different role and start- Management, Ahmedabad. media sales. Primetime Media the function ed handling the product side.” The not-so-typically-hefty-Punjabi-nerd- was, at that time, handling When Madison started and-geek loved History and Geography in only Doordarshan, which was of account strengthening its products by school and hated Calculus, Mathematics and losing ground fast. Khurana bringing strategic perspectives Engineering. His love for Geography made him felt that though he “kind of planning in and looking more closely at the opt for an Honours course in the subject from hung around this company for consumers, Sam Balsara called me Kirori Mal College, Delhi University. But the just too long” he matured as a Bates 141.” over. His mandate was to ‘delight’ same subject depressed him since the Geography professional and learnt media clients with our work and come he studied in college was different from what it mechanics and tactics there. up with several first-to-market was in school. Getting out, he went on to join Bates 141 and first-to-media initiatives that would propel Khurana went in for CAT initially “just for (formerly Clarion Advertising) as an account Airtel to the next level. the heck of it”, but when it got postponed to planner in 1999. “I almost invented the func- “I have realised one thing. Experience makes January 31, 1993 from December 6, 1992 (due tion of account planning in Bates 141,” he says. you get better and better. Now, I can understand to the Babri Masjid demolition), he took it as Khurana recalls some pitches, which gave him why people need experience to handle a particu- an omen and started preparing seriously. It was a ‘big’ high. “We used to service Carrier AC. lar role. Earlier, I was stupid enough to wonder then that the curious-to-the-point-of-distraction Though they were not demanding, we decided why - in a young industry like advertising - a Khurana understood the need to shape up and to work a bit harder to make a difference.” 38-year-old was heading a business and not the slog it out for the next two years to fit into the Hyundai Motors was another satisfying pitch younger lot. Not any longer,” he signs off. MBA regime. that the agency won. (Profile is a regular column which peeps into the Khurana began his career with Philips as a The “biggest kick came to us while working career path of senior advertising, media and marketing trainee product manager, but did not stay there with Nokia, when the Finnish handset’s sale was professionals, who are currently in the news.) for long. Philips was a company that had fantastic outsourced to HCL”. It was during that time I [email protected]

46 afaqs! Reporter, August 1-15, 2011

 

A compilation of some major people movements >> MOVEMENTS/APPOINTMENTS<< in the last fortnight ADVERTISING MEDIA owe Lintas Singh as ‘a new addition to its soci- eliance Broadcast Network Limited (RBNL) LIndia’s ety of members’. Singh moves in from Rhas appointed Abhay Ojha as the national sales Deepesh Jha Rediffusion Y&R where he was national head for the company’s regional television channel and Rediffusion head of WHO! the agency’s design arm. Big Magic. Ojha will be responsible for the sales and Group’s Anish At Salt Brand Solutions, he will play a revenue generation for the channel. He will report Daryani have key role in shaping the agency’s design to Praveen Malhotra, execu- joined Ogilvy capabilities. tive vice-president, sales and Africa. Jha had Hakuhodo Percept’s integrated brand revenue, RBNL. joined Lowe development wing, IBD India, has In his most recent assign- Lintas in July strengthened its Mumbai team with the ment at Network 18, Ojha DEEPESH JHA 2010 as executive appointment of Deepak Srivastava as was assistant vice-president, creative direc- branch head. Srivastava, in his last role, sales and was heading the tor. He moves to worked as business head, Perspectrum, North India sales team for Ogilvy Africa in the brand consultancy division of Percept. the group’s Hindi news chan- the same capacity He takes up the position left vacant by nel, IBN7. Additionally, he and will be based Kaushik Ghosh, who last served as IBD’s was responsible for looking ABHAY OJHA in Ogilvy Africa’s Mumbai head. He will be responsible for after other group channels headquarters in growing the business and maintaining from the Network 18 stable, namely, CNBC TV18, Nairobi, Kenya. relationships with clients and brands. CNBC Awaaz, CNN IBN and IBN Lokmat, for Daryani, mean- Among the media planning and buying markets in North India, excluding Delhi. while, takes on agencies, VivaKi Exchange, the consol- Bennett, Coleman & Company (BCCL) has roped the role of general ANISH DARYANI idated media-buying arm of Starcom in Shrijeet Mishra as chief operating officer. Mishra manager at Ogilvy MediaVest Group, Zenith Optimedia, will also be a part of the BCCL board as executive Africa and will be based in Lagos, Nigeria, Solutions India and Digitas India, has director. He comes in from Hindustan Unilever, heading the Nigerian operations. It is to promoted Mona Jain to the newly where he was the executive director foods, and be noted that Sandeep Madan headed created position of CEO. She will to chairman, Unilever Nepal. In his new role, Mishra to Ogilvy Africa report to Ambika will be responsible for all functions at BCCL except a few months Srivastava, chair- Response, the advertising and marketing outfit of back to handle person, VivaKi the group. Therefore, all BCCL functional directors, the Airtel brand. Exchange. excluding Response, will report to him. Jha and Earlier, Jain was Among the radio stations, 94.3 MY FM has Daryani, too, COO, VivaKi restructured its senior management team. Satyen shall work close- Exchange. Purandare, who till now was cluster head of Madhya ly on the brand Aegis Media Pradesh, has been given the responsibility of national in Africa. What Group’s Vizeum activations head and will now be based out of Delhi. is interesting is India has roped Rajnish Thapiyal, who will head Gujarat along with MILIND PALAV the fact that like MONA JAIN in Samarjit Madhya Pradesh, will handle Purandare’s responsi- Madan, both Jha Rajkumar as sen- bilities. Before this, Thapiyal was head of Rajasthan. and Daryani have been associated with ior general manager. Rajkumar, who will Taking over Rajasthan from Thapiyal is Vishal the agency that is known for building the head the Mumbai operations of Vizeum, Mudgal, who till recently was head of East, Uttar Airtel brand in India. besides playing a strategic national role Pradesh and the marketing development team Onads Communications has roped in for select accounts, joins from OMD (MDT). Arti Mala Pathak, who was cluster busi- Milind Palav as senior creative director. China, where he worked as general man- ness head, Delhi, has been elevated to the position Palav ends a stint of more than two-and- ager, key accounts. of head, MDT Delhi, East and Uttar Pradesh. Rahul a-half years with McCann Erickson. VS Mani has joined Madison Namjoshi has been relocated to Delhi as the cluster Salt Brand Solutions, the newly Media Infinity, Bengaluru as COO. business head, Delhi, corporate sales, with additional launched agency by Mahesh Chauhan He will report to Punitha Arumugam, charge of the South region. Namjoshi was serving as and Minakshi group CEO, the cluster head in Gujarat before this move. Achan, has added Madison Media. Abhilash Dave, station head of Chandigarh, has Sidhartha Singh He moves in been promoted to the position of cluster business to its team. from Zenith- head, Punjab. Danny Thakur has been elevated with The agency Optimedia, additional charge of the Gwalior location, along with claims that it does where he was handling his previous responsibility of being the not believe in executive VP. station head, . Finally, Sundeep Tyagi, pro- assigning designa- His task is gramming head, Chandigarh, has been promoted to tions to its team to look after the position of cluster programming head in Punjab. members, which the Bengaluru He will be accountable for programming of all is why it refers to SIDDHARTHA SINGH VS MANI office.  Punjab stations.

50 afaqs! Reporter, August 1-15, 2011             

Pleasure yourself with the latest issue. Now, at the news-stands. For a monthly fix, SMS MOT to 57007. For your daily dose, log on to www.bsmotoring.com   >> MOVEMENTS/APPOINTMENTS<< OOH DIGITAL ates 141 has aasu Gavarasana, executive vice-pres- Belevated Rajesh Vident and branch head (Delhi) of Ghatge as the CEO Bates 141, has joined Yahoo! Asia-Pacific. of 141 Sercon, its Gavarasana, whose exact designation is yet below-the-line divi- to be decided, will be based in Singapore. sion. Ghatge was The information and measurement formerly the execu- firm, The Nielsen Company has roped in tive director and Vikramaditya Sharma as head of its online COO at 141 Sercon. division. Prior to this, Sharma has worked Ghatge will use the RAJESH GHATGE NEERAJ ATTRI with NDTV Convergence as national head VASU GAVARASANA agency’s expertise for of strategy - sales and marketing, for a short ‘intelligent activation’ - solutions which engage consumers across period of about five months. touch points. Earlier, Karthik Nagarajan was heading the online arm of Meanwhile, Neeraj Attri, head, western The Nielsen Company. Nagarajan spent India, Sambhaav Media, has been promoted more than two-and-half years as director of as national head, sales and marketing. Attri Nielsen Online. He is now working with will look after all the operations of the GroupM. company’s out-of-home (OOH) and print Digitas India, the digital agency of Publicis media. Groupe, has roped in Saugata Bagchi as vice- Outdoor Advertising Professionals president and head of its Mumbai office. (OAP) has announced the appointment Prior to this, Bagchi was associate vice- of Anirban Ghosh as senior vice-president president at Tribal DDB and was heading Adzedge. Prior to joining OAP, Ghosh was the client servicing function across all offices ANIRBAN GHOSH business director at MOMS. SAUGATA BAGCHI of the agency.

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 ITC Playing Games The brand aims to engage through an on-ground campaign. News Bureau

ith the re-opening of schools and colleges, stationery brands Whave gone in hyper drive mode to promote their products. Classmate, the stationery products brand from the ITC group recently launched an activity called Classmate Man of the Match (CMOM). The objec- On-ground activation and the microsite tive was to create brand and product range awareness, translating to trials, thereby uses digital marketing and activations increasing portfolio sales. The CMOM (including the use of social media) with programme attempts at making a large set traditional on-ground platforms like of Classmate consumers become more roadshows, and tie-ups with Café Coffee aware and try some of the newer product Day (CCD) outlets, thus allowing the categories such as pens, writing pencils brand to be present in the consumer’s and geometry box sets that the brand to earn runs or points on purchase of Classmate physical and virtual environments. launched some time back. stationery products. Participants with the maxi- Discussing the campaign, Karan Kumar, mar- This has been carried out by the brand activa- mum number of runs will get a chance to meet keting manager, ITC’s education and stationery tion agency, Candid Marketing. Classmate’s brand ambassador Yuvraj Singh, and products business, says, “As the endeavour was For the brand, the agency has integrated the be gratified with Pune Warriors India merchandise to become an integral part of the consumer’s eco- use of both online and on-ground media to gener- (the IPL team that Classmate partners with). system, it only made sense for the programme to ate awareness about the campaign. The CMOM The 45-day campaign merges multiple con- permeate the twin worlds of click and mortar.” activity works simply. It allows the target group sumer engagement platforms. The campaign [email protected]

 CHANNEL [V] Dancing in the Streets Channel [V] carried out an outdoor campaign in Mumbai and Delhi to announce the launch of its reality show Footloose. News Bureau

ixteen people, one dance adda, three deans “Channel [V] has and one big dream dance. That is Footloose, launched a unique dance Sthe latest reality show from the Channel [V] reality show and we are stable. happy to be selected as its In order to promote the show, Channel [V], in outdoor partner to create collaboration with StreetSmart, the out-of -home awareness for the launch. (OOH) arm of Mudra Max, has executed an out- The strategy has been door campaign. Executed in Mahim Causeway to deploy and build and Okhla Flyover in Mumbai and Delhi, respec- impactful visibility at tively, the aim of the campaign is to announce the selective locations in both launch of Footloose. the cities and top it up As part of the campaign, two front-lit billboards with a smart innovation have been converted into backlit billboards. The at a key location. The agency claims that this is something which is rarely response has been very done in a day-to-day outdoor campaign. A special positive.” printing technique has also been used to highlight In an official commu- selective portions of the creative at night, while niqué, Prem Kamath, the billboard lights are switched off. In addition to general manager, this, a moving dancer’s figure has been installed on Channel [V], says, “As the billboard. The dancer is seen rocking a chair as a part of his dance move. The locations have been selected by the agency “Outdoor as a a youth brand, we have always approached due to their strategic importance as well as the medium has marketing campaigns in as novel a manner as type and volume of traffic that they command. tremendous reach possible. Outdoor as a medium has tremendous Keeping in mind the brand image and perception, reach potential and our attempt was to garner StreetSmart has planned the campaign using core potential and our maximum eyeballs and spread awareness of the sites at selective locations. attempt was to property. This innovation has enabled that and The biggest challenge in the deployment of the we are confident that it will create an impression innovation was the incessant and torrential rains garner maximum in the minds of viewers and will impact viewer- which lashed Mumbai during the past week. eyeballs.” ship positively.” According to the agency spokesperson, PREM KAMATH [email protected]

S MOBILITY Changing Face In a bid to promote its new handset, S Mobility has launched an out-of-home (OOH) campaign based on the movie Transformers. News Bureau

imilar to the movie Transformer from the movie Transformers, and where a vehicle transforms Spice Transformer M-5500. For Sinto a huge gigantic creature, this, S Mobility has tied up with S Mobility (previously known as Hasbro, which owns the market- Spice Mobility) has launched the ing rights for the Transformers Spice Transformer M-5500, which movie franchisee. comes with multi-useable features Primesite, the outdoor arm of Hoardings carrying Transformer phone’. like detachable keypad options, ena- Mudra Max-OOH, has designed Talking about the brief, Mandeep bling it to change from a trendy bar and executed the ongoing out- 40-45 feet cut-outs Malhotra, president, Mudra Max- phone to a smart touch form. door activity. Hoardings carrying OOH, says, “The brief from the In a bid to promote this newly- 40-45 feet cut-outs have been have been placed client was to create an impact with launched handset, S Mobility has placed strategically at eye level, large format and number of expo- launched an out-of-home (OOH) to grab maximum attention of strategically at eye sures in order to create buzz around campaign by creating larger than the passers-by. The cut-outs were level, to grab maxi- the new Spice product. Moreover, as life static cut-outs of Optimus fabricated using moulded fibre, Prime, the fictional character with the creatives, ‘The new Spice mum attention. p‚‡vˆrq‚ƒhtr%'>>

56 afaqs! Reporter, August 1-15, 2011

   

KUNAL BAHL > CO-FOUNDER AND CEO, SNAPDEAL.COM “Daily Deals is Not an Easy Business”

JustJust fifteen monthsm into the business, snapdeal.com has over six million people rregisteredegistered onon its site and operates out of 50 cities. In this interview, the daily deals ssite’site’s chief eexecutivex officer and co-founder talks about how he plans to stay ahead ooff thethe competitioncompe in what is becoming a cluttered field. By Kapil Ohri

AreAre youyou happyhapp with your progress in India? policy, we don’t do any thing that will limit the What are youryou plans for entering the inter- business growth of merchants, who are partners nationalnational marmarket?k in our growth. We will never impose conditions WeWe are now mmore than 400 people strong team like ‘exclusive deals’. includingincluding 200 iin the sales team. We have forayed Other daily deals sites approach the same mer- intointo pproductsroducts (electronics, fashion and acces- chants, whom we partner for deals. Usually those ssories)ories) and traveltrav deals apart from local (service) merchants call our sales team, whenever other ddealseals in order tto expand our usage base. sites approach them. We have a standing instruc- A largelarge part of our business still comes tion to our sales team that we should encourage fromfrom mmetros. However, we have seen the merchants to try out other companies in the somesome reallyr encouraging results from tier business. Nine out of 10 times after that, how- II aandnd tier III cities. When we launched ever, the merchant only works with us. iinn MMeerut, we sold 250 units in our vveryery first deal, which was of a car Is roping in merchants a challenge? cleaningclean service and it was not a cash Five out of 10 deals that we feature on Snapdeal oonn ddelivery deal. We were surprised now are inbound request from merchants. So we that 250 people from a small city like don’t have to go to market to source 50 per cent MMeerutee pulled out their credit or debit of the deals that gets featured on our site. And ccardsard to buy a deal from Snapdeal. this trend is increasing. Thus the cost of business ThereT is lot of work that is hap- development or sourcing deals is actually dipping peningpen in the Indian market. We with time. As we expand more, we will need less hhadad a very painful and steep learning sales people. ccurveur in India. If we can leverage that learninglear and use it in other markets, Many consumers believe that daily deals ththeree could be a significant head- sites offer deals that don’t belong to big roomroo for growth. We may look at brands or are not quality deals. How do eexpandingx into Singapore, Malaysia, you make sure that Snapdeal offers quality IIndonesia,n Philippines and Vietnam deals? in this financial year. Whether we offer a deal for a popular or known merchant or a new or lesser known merchant, MoreM than 30 daily deal sites are one thing we try to make sure is that the cus- acactive in India. All offer simi- tomer experience should not be different or be llara services. How do you fight discriminated against. clutterclu and differentiate your We carry out a number of checks to make sure offerings?of that the customer is getting a great experience. ThereTh are probably an equal number But there are times where we believe that mer- ooff car brands in India. Each one has chants may not have lived up to the expectations ffourou wheels, a steering wheel, wipers, of the customer. dashboarddash and engine but still people We have a seamless refund policy – there were ppayay more for some. Some car brands times when customers have written directly to ssellell mmore than others and some don’t me saying that the “chicken was cold”. We even sellsell atat all. It’s the same game in daily issued a refund then. We are very liberal that way ddealseals business.bu and believe that you can’t be shortsighted about If you provide a better quality of service, such things. choice and customer support and are able to We get less than one per cent negative reviews, ggrowrow the eco-systemec (merchants) with you, compared to the industry standard of double- yyouou will standstand out and break away from the digit percentage of negative reviews. clclutter.utter. Many of the large brands are coming to us say- ing that “we want to do something with Snapdeal. GlobalGlobal dailydaily ddeals companies usually tie up Since there is no money to be paid upfront, it is withwith mmerchantserchan on exclusive deals model. much better than putting up half-page ad in The AreAre there aanyn plans to leverage existing Times of India.” merchant relationshipsre and offer deals, Levi’s, for instance, is running an end-of-the- whichwhich thetheyy ccan’ta offer to other deals sites? MerchantsMerchants are the oxygen in our business. As a p‚‡vˆrq‚ƒhtr%!>>

  NEXT GEN PUBLISHING How Popular Will it Get? Next Gen’s ninth popular science magazine is licensed from Bonnier Corporation, and is a leading source of science and technology news, globally. News Bureau

pecial interest magazine publisher Next the Indian context. Gen Publishing has announced the launch Mallya is confident that the magazine will Sof Popular Science India, the ninth maga- find acceptance, as the target audience, though zine from the group. The magazine has hit the niche, is not small. “There is no direct competi- stands, and costs `100. tion, really. While we may be creating a separate Next Gen is introducing Popular Science in niche, it is not really that. We are all fascinated by the country, licensed from Bonnier Corporation, science. We watch the various channels on televi- one of the largest consumer publishing groups sion and stay updated on the innovations in the in the US. Popular Science has been a leading field. We are targeting a mature audience, male, source of science and technology news all over in the 25-40 age group. At the same time, we can- the world, since its inception in 1872. not neglect young students,” says Mallya. The magazine covers latest innovations from the world of science and technology, including health, automotive, gadgets, security, engineering, The magazine covers recreation, aviation and space, home entertain- ment, green technology, and computing, among latest innovations from others. H S Billimoria, chief executive officer, Next the world of science and Gen Publishing, has this to say about the devel- opment: “Popular Science brings about a change technology. in people’s perception of science and technol- ogy by presenting a steady stream of news on Next Gen is undertaking several initiatives cutting-edge research and technology happening in collaboration with the government to ensure Zinio last year, to digitise its print titles. in laboratories all over the world.” that the magazine is available at various librar- Next Gen Publishing, an SP Group-HDFC Girish Mallya will be the editor and publisher ies across educational institutes to reach out to enterprise, has other titles, such as Car India, Bike of the title in India. students. India, Smart Photography, Computer Active, Mallya tells that while in the short run, the The digitised version of the magazine is already The Ideal Home and Garden, Mother and Baby, content will be largely international, in the days available on Zinio.com, a US-based digital pub- Power Watch India and Commercial Vehicle. to come, the content will have more relevance in lishing solution provider. Next Gen tied up with [email protected]

<< p‚‡vˆrqs ‚€ƒhtr% spam. We have started working on “If the SMS has information relevance and con- “Daily Deals... sumers will soon start getting something, which you information on deals, depending season sale right now with up to on the behaviour and usage pattern 30-40 per cent discount. could think of doing on Snapdeal.com. Now why should they spend `10 the same day or in the lakh to run an ad in Delhi Times or What are your plans on the Bombay Times everyday if they are next few days, you mobile front? already a strong brand. They can In our business, mobiles can use our platform and offer a top-up will not see it currently be used mainly for infor- discount offer of `500 (to Snapdeal mation transmission purpose. members) to drive customers to as spam.” Though the launch of one-time stores. password (OTP) facility has made For a brand manager, this is an the transactions through mobile amazing deal, as he only pays the safer, it is still cumbersome for additional cost of customer acquisi- here are some deals. But scaling up How do you tackle the spam consumers. tion. this business is not a division in a issue? Until the consumers get more company neither is it a feature on You consider a message as spam, if comfortable with the mobile trans- Do you see any threat from big- a website, it’s a business in itself. you find it irrelevant. Why do we action funnel or authorities find a ger established players like EBay Unless it is done with undying and consider SMSes from real estate much easier solution for mobile and Rediff, which have also ven- undiluted focus, it’s very hard to developers as spam? Because we transactions, it will not be easy to tured into the deals business in crack. don’t go out and buy real estate scale transactions. India? Daily deals is not an easy busi- everyday. Thus, we focus on using mobile Winning in this market is very dif- ness. There is lot of work that goes But if the SMS or e-mail has for information delivery. We have ferent from playing in this market. on the back end to understand what something, which you could think already launched an Android app. It’s very easy to start and launch a consumers want and how to provide of doing the same day or in the next More will follow. ‘deals tab’ on your website and say that in the easiest possible manner. few days, you will not consider it as [email protected]

62 afaqs! Reporter, August 1-15, 2011

   

NABENDU BHATTACHARYYA > FOUNDER AND MD, MILESTONE BRANDCOM “Fly-by-night Operators Will Disappear” Twenty-one months have gone by since Nabendu Bhattacharya - former president at Ogilvy Action (who spent a decade at the agency) and a few close colleagues launched the out-of-home (OOH) agency, Milestone Brandcom. It was a difficult time and the OOH industry was going through a low. Bhattacharyya’s venture stood firm, however. Milestone Brandcom is expanding. It will soon have a second OOH agency and move abroad. In an exclusive interview with afaqs! Reporter Bhattacharyya shares the future plans for the agency, his vision and learnings so far. By Surina Sayal

What are some of the immi- nication agency - the advertising nent plans for Milestone agency, its outdoor division will Brandcom? be Milestone Out-of-Home, fol- We are looking at covering the lowed by Milestone Last Mile whole spectrum of communi- and Milestone Connect. cation in through-the-line and For Storyboard, we’re creating below-the-line (BTL) solutions. a separate company; it will oper- The idea is that when we go to ate as a separate entity and will a client we should be able to have its own liberties, its own address all his communication positioning, and its own char- needs with a complete all-round acter. solution. One logical move from here You said you are working with for us is retail solutions. We are 50-70 brands. Who are some of looking at visual merchandis- these key clients? ing, in-store and outside the The initial brands that came on store merchandising, in upscale aboard were a big boost for us. retail. The retail division will These consisted of 12 brands that be called Milestone Last Mile. joined us in the first month and Secondly, we also plan to roll- included Binani Cement, BSP out a promotions and events Black Rock, Tanishq Watches, division, which will be called Cloud 9, DishTV, Colors, Axis Milestone Connect - to connect Bank, Axis MF and Prudential with the consumer. Both are Life Insurance. scheduled for a launch in the Recent brands that have next two months. come on board include STAR The other big news is that TV (it works with multi- we are looking at setting up our ple agencies though). We’ve second OOH agency in the next handled Kingfisher also in couple of months, too. This a number of locations, as also will be called Storyboard Brand BBC Entertainment and Tashi, Communications. the premium shoe brand from TATA. Marriott, Tanishq, Tata But won’t it be just another Indicom, Photon and Walky are agency… also important brands among The reason behind the launch many others. of a second agency is mainly to attract more talent in the com- What has Milestone’s jour- pany and not just build another ney been like over the last 18 agency to attract more clients. months? Storyboard will have separate We started with seven people ini- teams and separate clients. So the tially and built a small team of idea will be to attract good talent. 25 people. Today we are 115 people in 42 offices Jim Collins, in one of his books, talks about Are you looking at the mainstream advertis- across the country. The relationships built with how you try and get the best people on the bus ing agency business as well? clients while at Ogilvy helped us quite a bit. Also, and remove the dead wood from here because While it’s still early to talk about this, our plan the top key 6-7 people who left with me gave the then you don’t need a captain. The bus will auto- is to roll out a full-fledged advertising agency. clients and me, strength. Our objective was clear, matically reach its destination. We plan to operate We have 50-70 brands with us today, so why we were looking at fresh talent to get fresh energy similarly. not create an ad agency and take the logical and also take into consideration costs. Why we can’t have all this talent within move forward. We are looking for the right The most important thing was when we decided Milestone Brandcom is because people have their opportunities and if we attract the best talent, (as a strategy) that our business will run on transpar- needs of hierarchy, so the idea is to give them there’s a possibility that we could start within six ency, and credibility through our payment structure comfort. Thus, we are looking at team of 30 mem- months. Thus, the agencies will all fall under the and that we would follow the best practices. bers within three offices across Mumbai, Delhi Milestone Brandcom Communications umbrella, and Bengaluru for Storyboard. where Milestone Brandcom will be the commu- p‚‡vˆrq‚ƒhtr%%>>

64 afaqs! Reporter, August 1-15, 2011

  UTV Home Advantage? Christened UTV Stars, the Bollywood entertainment channel will target viewers from the Hindi- speaking belt, with primary focus on cities with a population of over one million. By Anindita Sarkar

TV Entertainment Television, the working relationship with leading Bollywood broadcasting division of UTV, is ready superstars, and as UTV releases close to 15 mov- Uto add yet another channel to its list of ies every year, we will have a lot of content that television offerings. can be presented to viewers first-hand,” says The network will launch UTV Stars, a Gandhi. Bollywood entertainment channel on August 14, The other channels from the UTV stable targeting viewers from the Hindi-speaking belt. include UTV Movies, UTV Bindass, Bindass The channel, which will bear the tagline “The Movies and UTV World Movies. official channel of Bollywood”, will primarily With the tagline, The channel launched the first phase of its focus on cities with a population of over one mil- brand campaign on August 1, and is heavily lion. ‘The official channel driven by television, out-of-home and radio. The Nikhil Gandhi, business head, UTV Stars, television spots will be spread across the genres - informs that the channel will launch with four of Bollywood’, UTV GECs, news and cinema. “TapRoot has done the hours of original programming. “The content creative design of the campaign, while Motivator mix will include homegrown non-fiction real- Stars will compete is our media agency,” says Gandhi. ity content, chat shows, news and music,” says Mobile and the web are also being used Gandhi. with Zoom TV. extensively to reach out to the pre-defined tar- The channel will once again target the youth get segment. The channel has already put up its in the age bracket 15-24 years, SEC A and B, and Facebook page in the online space. It will soon will be in direct competition with The Times walk into an exclusive tie-up with Twitter for Group’s Zoom TV that came into being in 2004. around Bollywood celebrities, with the prerequi- promotions, as well. “The channel content will completely revolve site for the participation of celebs. We have a great [email protected]

<< p‚‡vˆrqs ‚€ƒhtr%# specific amount and what return on enough agency with its own identity blame clients for it. There is no sci- investment (ROI) it will get them and name. ence to pricing of a site. Nobody now (basically the logic behind the plan). Also, the edge I want to achieve knows the real rate. But I’m sure it “Fly-by-night... Today, at any presentation, any brief, is to move beyond India. That’s a will settle down in time because cli- we approach this very logically and very close-knit discussion I’m having ents will look at value offerings from We ended up reducing the mini- scientifically. When you come out with my private equity partner. We the industry. mum payment terms from 120 days on your own as an entrepreneur, are planning a presence at the Asia I see many agencies closing to 45-60 days. That helped us get your mind works 24x7 and is con- Pacific and Europe level. down in the next couple of years, the best prices in the market from stantly hunting. You’re thinking Currently, there are a couple of because of this undercutting. People media owners and also spread good- ‘what is it that I can do differently large media houses that would like to are working at commissions of as will for us. Also, as an agency, we that the client will be attracted to’. acquire us, and while one gets lured low as one per cent. No one can have developed a more strategic level That’s exactly what we did. One by that, I’m very composed at this sustain that. I foresee consolidation of thinking and creative solutions, example was we brought in the new point and I know this is not the time. not just amongst media owners but offered more value and also devel- outdoor format of ‘Airships’ at that It’s not only about money but about OOH agencies as well. I believe oped our digitised monitoring web time, which did well for some time. one’s achievements. media owners will become bigger portal for clients. and stronger. Also, the new rule for service How are you doing things dif- “We want to be nimble-footed, talk less taxes laid down by the govern- ferently at Milestone Brandcom ment for the media and advertising compared to earlier? and our actions should speak louder. I will industry is a positive move. The This is a very honest confession rule of paying the service tax on that I’ll make about the basic differ- not rest until I reach that level.” the day you bill means that an ence between entrepreneurship and agency has to invest so much more corporate set-up. At the corporate money. In the outdoor industry, a level, we were running more as a What is your vision for the com- We’re looking at investments to client pays in 90 or 120 days, thus brand, which was Ogilvy and many pany? forge ahead and are looking more this money goes from your pocket. clients never questioned us when As entrepreneurs we are saying that at strategic investors now, who can For someone like us who is doing we drove the business through crea- the next milestone is avant-garde. We help us with their contacts, network `15 crore billing per month, 10 per tive leadership. It’s when we became want to become pioneers, not just and knowledge. Earlier the focus was cent of that is `1.5 crore. A 90-day entrepreneurs that we understood by numbers but our vision and the financial investors - not so much payment term means that we have the things we needed to do for a way we behave. We want to be nim- strategy, but now this has reversed. to keep a cash flow of `4.5 crore brand that were not being done. ble-footed, talk less and our actions ready, if we don’t collect it from So we concentrated more on should speak louder. I will not rest What is your forecast for the the client. This new rule will make accountability, like the digitised until I reach that level. OOH industry? our industry much more organised. monitoring part. Then came plan- I do not want people to associate Competition has increased immense- Fly-by-night operators will have no ning - you have to be able to tell this agency with me and the others ly. Everybody is undercutting to give place in this industry. clients why they need to spend a who started it. It should become a big lower and lower rates and one can’t [email protected]

66 afaqs! Reporter, August 1-15, 2011  

TITAN The Glowing Strategy The company allows users to experience the functionality of the recently-launched HTSE watches through digital media. By Kapil Ohri

itan, which recently launched a new range of watches called the HTSE (High TTech Self Energised) collection, is now using the digital medium to let users experi- ence the functionality of the range, which can be charged by any light source, be it direct or diffused sunlight, indoor lighting or even candle light. For the same, the company created a dedi- cated website (TitanHTSE.com) and launched a Facebook application (app) called ‘HTSE Wear a Watch,’ on its Facebook page (Facebook. com/Titanbemore). To access the website and application, the user required a source of light. Whenever a user opened TitanHTSE.com or ‘HTSE Wear a Watch’ application, a pop-up window emerged, seeking permission to start the web camera attached to the computer. Once permitted, the user was then required to bring and hold any source of light near the web camera The new series of watches can be charged by any light till the time the site or application opened and showed further details related to watch models. source emitting direct or diffused light. Interestingly, the company used augmented reality to enable users to try out a particular screen. Once five fireflies were dropped inside functionality of HTSE watches. Users will be HTSE watch through the Facebook app, virtu- the watch, the HTSE watch was shown to the required to download the app on their phones. ally. Once users opened the Facebook app, they user and he was allowed to access the application Once downloaded, the user will have to open saw a tab titled ‘Try Now’, which when clicked, and get more details about the watches. the app, which will activate the mobile camera activated the web camera and showed a watch. The website was conceptualised and designed automatically and the app screen will showcase The user had to point his wrist to the web cam- by the digital agency Media2win. GroupM’s a HTSE watch in the dark background, similar era. It would then show the watch overlaid on his Maxus Interaction ideated the Facebook app to the Facebook app. Users will have to hold wrist on the app screen. while KRDS, the digital agency developed the mobile camera in front of any light source in If the web cam was not attached to the com- the app. Unny Radhakrishnan, head, Maxus order to provide power and illuminate the virtual puter, the site showcased a ‘light switch’, which Interaction, says, “The idea was to use the digital watch shown in the app. Once illuminated, the the user was required to click in order to access platform, in order to explain and experience the mobile user can focus the mobile camera on his the website. In the Facebook application, users functionality of HTSE watches.” wrist in order to experience or try the watch (vir- saw fireflies on their app screen, which they Maxus Interaction also developed a mobile tually). The app will be available on Android and needed to drop on the HTSE watch placed in app, which will be released in coming few days. Apple iPhone platforms. the dark background of the Facebook application The mobile app will also let users experience the [email protected]

Stories featured on this page highlight innovative usage of media using various vehicles like print, broadcast, digital and out-of-home.

afaqs! Reporter, August 1-15, 2011 67  SrhqvtS‚‚€

EMMANUEL UPPUTURU National Creative Director, Publicis Capital

am currently reading The Art of I Innovation by Tom Kelley. The fore- word by Tom Peters sums up why I like it. It carefully walks us through each stage of IDEO’s (America’s leading design firm) innovation process, from creating hot teams and learning how to see through the customer’s eyes to brainstorming and rapid prototyping. I was discussing, with my planning

SUSHIL KUMAR head, Anirban Mozumdar, some ideas that don’t necessarily come under the advertising umbrella. He said, “You must read this book.” And I am enjoy- ing the IDEO story, because it tells me, if I ever needed proof, that ideas are not just about film scripts and headlines. If I love The Art of Innovation, then maybe I will pick up The Ten Faces of Innovation by the same author. I enjoy biblical, human interest and creative stories. My all time favour- ite book is The Bible; it’s my lonely planet and I read it daily. Outside of The Bible, the best book I have ever read is What’s So Amazing About Grace? by Philip Yancey. The author presents a radical picture of what grace really is. His writing style is very down to earth, real, empathetic, and insightful. He says grace is scandalous, but scandalous grace is what God demands of his people - grace that forgives the unforgiveable, loves the unlovable, and reaches the undesirable. Animal Farm by George Orwell is another favourite. Imagine a case study for this book. The Challenge: Attack Stalin, criticise the corruption of communist leaders and discuss how wickedness, indifference, ignorance and greed destroy any possibility of a utopia. The Idea: Write a fairy tale about an animal farm. That’s just mind blowing. My favourite authors are Fyodor Dostoevsky, because his insight into human behaviour and the human mind is simply brilliant; Arundhati Roy, not just for God of Small Things, but more for The Algebra of Injustice and P.G. Wodehouse. As told to Ashwini Gangal

<< p‚‡vˆrqs ‚€ƒhtr$% Transformer M-5500, and create a buzz for the new product across vari- Changing... ous cities. One of the key challenges for the launch of the handset was during Primesite was to obtain permissions the release of the movie Transformers: from the government to put the Dark of the Moon, we thought of using huge cuts-outs on the hoarding. “In its prime character for the activity.” addition to this, the challenge also lay The main objective of the cam- in the fact that we had to stand out paign was to associate the impact of the crowd amongst the heavily- of the movie with the new Spice cluttered mobile phone category,” Malhotra adds. Besides hoardings, mobile vans and unipoles have also been used for the activity. The campaign, which com- menced in the last week of June, ended last month and was execut- ed across 17 cities such as Delhi, Mumbai, Kolkata, , Bhopal, Jabalpur, , Ambala, and Bhubaneshwar, among oth- ers. [email protected]

68 afaqs! Reporter, August 1-15, 2011

  JOBSWITCH Organization Name: Percept Position: Brand Relations Manager Profile: We are looking for Limited Location: Mumbai a candidate having marketing Position: Manager - Marketing and Profile: The candidate should be communications or mass media Business Development aggressive, confident and extremely qualifications with proven Location: Mumbai strong in communication and experience in delivering digital Profile: The candidate presentation skills. She/He should services in social media or digital should possess comprehensive be capable of meeting new clients asset creation. understanding of marketing, and generating revenue. Email: info_india@ entertainment and ad film Industry. Email: abhijit@wavelengthindia. bitecommunications.com 4-9 years of experience in an Ad com ...... agency or production house is ...... Organization Name: Kathputlee desired. Organization Name: Earthlink Arts and Films Email: [email protected] Pictures Private Limited Position: Media Sales Manager ...... Position: Head - Sales & Location: Delhi Organization Name: People Marketing Profile: The applicant must be Interactive (I) Pvt Ltd. Location: Mumbai MBA / Graduate with at least 1 year Position: Sales Manager Profile: The candidate will be of experience in ad sales/print sales Location: responsible for generating new or Media Sales. Profile: We are looking for business. She/He will be required to Email: [email protected] a candidate with 4-8 years of identify new markets and maintain ...... experience in sales function of an existing clients. We are looking for Organization Name: PDM Internet portal, banking (Home a MBA in Marketing with 5-7 years Media (India) Pvt. Ltd. Loan, CASA), insurance or telecom of experience. Position: Online Media Sales company. Email: sharad@earthlinkpictures. Professional Email: deepti.m@peopleinteractive. com Location: Delhi/NCR in ...... Profile: At least 3 years of ...... Organization Name: Span experience in online ad sales/ Organization Name: Focus Communications Internet sales exp in the past is Marketing and Communication Position: Head- Digital/Online desired from the candidate. Solutions Marketing Email: [email protected] Position: Copy Incharge Location: Delhi ...... Location: Delhi Profile: We are looking for Organization Name: Out of the Profile: The candidate should be a matured professionals with box writer who thinks visually. 2-3 years commercial acumen, good Position: Creative/ Content of experience with a reputed Ad communication skills and relevant Writers agency is desired. experience. Location: New Delhi Email: [email protected] Email: [email protected] Profile: The applicant should be ...... a creative mind who can write Organization Name: Studio Link Organization Name: Eye ads effortless and persuasive copy. Private Limited Private Limited She/He should have 2-5 years of Position: Senior Visualizer Position: Vice President relevant experience Location: Mumbai Location: Hyderabad Email: [email protected] Profile: The candidate would Profile: We want a candidate in ...... be required to create imaginative senior Account management/Brand Organization Name: B Formula layouts for posters, brochures, management role in advertising/ Entertainment Corporation logo designs, retouching, and color marketing. The candidate will be Position: Creative Director corrections. She/He should be a responsible for growing key value Location: Mumbai/ New Delhi Graduate from any Art College with client engagements. At least 3-5 Profile: The applicant should be 3-4 years of experience. years in similar position is desired. an MBA with at least 7 years of Email: [email protected] Email: [email protected] relevant experience...... Email: bformulaentertainment@ Organization Name: Finedge Organization Name: Interface gmail.com India Private Limited Position: Creative Director ...... TO ADVERTISE, CONTACT: Position: Business Manager Location: Mumbai / Delhi / Organization Name: Greenpeace Location: Delhi/Mumbai/Chennai/ Gurgaon India Society Saurabh Sharma Ph: 09868919608 Bangalore/Kolkata Profile: She/He will be responsible Position: Communications Profile: We are looking for a for conceptualising campaigns, Director Email: [email protected], candidate who can oversee and run creative routes and creative Location: Bangalore / New Delhi [email protected] the branch & grow its business. She/ executions At least 5 years of Profile: The applicant should have He should preferably be a MBA experience is desired for this role. experience in leading a large, multi- To view other jobs in Marketing, with 8 years experience in BTL/ Email: [email protected] skilled team. She/ He should have Media and Advertising, log on to: Brand Activations...... an experience in marketing social http://jobs.afaqs.com Email: naveen@finedgeindia.com Organization Name: Bite causes. Join us on : facebook.com/jobswitch ...... Communications Email: hr.recruitment.in@ Organization Name: Wavelength Position: Digital Director greenpeace.org Communications Location: Gurgaon ......

70 afaqs! Reporter, August 1-15, 2011