Rs 40 THE

October 1-15, 2008 The fortnightly from www.thebrandreporter.com 18

PROFILE Ajai Jhala BBDO’s new CEO settles in nicely. 30

REAL IMAGE Hawk Eye Keeping a close watch on ads playing in cinemas. 20 GOINGGOING DEFINING MOMENTS K George John TBWA\India’s boss is all set to walk into the sunset. PLACESPLACES BRANDING Very Special 12 As radio stations move into newer HERO HONDA 16 cities and towns, the medium is A Ride to Thrill INDIA POST seducing more advertisers. Send and Receive 22 A reality check. 38 BBH Another feather... 26

EDITORIAL

The fortnightly from afaqs! This fortnight... Volume IV, Issue 5

The private FM Radio business in India has gone through testing times in the last seven EDITOR years. In phase I, radio stations bid too high and they could not use the same content in all Sreekant Khandekar stations. News and current affairs were out of bounds. Plus, it had a small spread that put off advertisers. PUBLISHER All that is changing. Well into phase II, radio stations are following well-thought-out Prasanna Singh strategies of getting the best out of the situation. It was led by big on-ground activa- EXECUTIVE EDITOR tion initiatives from almost all the players. Other innovations too started flowing M Venkatesh out. Product promotions, contests weaved into content and brand messages that RJs mouthed. CREATIVE CONSULTANTS Some stations also started looking at collaborations that were mutually beneficial. PealiDezine Mantra FM, a Jagran Group station, for instance, gave airtime sales rights to LAYOUT ENIL, which operates Radio Mirchi. Vinay Dominic The introduction of the Radio Audience Measurement tool was an eye-opener LOGISTICS for both advertisers and radio station owners. Now, with a measurement system at Rajesh Kanwal their disposal, the advertisers started looking at radio with more interest. That inter- est will heighten, once the measurement system, now restricted to just four cities, ADVERTISING ENQUIRIES finds its way into smaller towns. Hansika Koli This fortnight’s cover story examines how the business is probably coming into Noida: (0120) 4077834 its own. From hiking ad rates to winning over clients, the 240 radio stations in the 4077837 country seem to be doing everything with a confidence that was missing earlier. Gaurav Prabhu Mumbai: (022) 40429702-5 Radio operators are waiting for Phase III, hoping that it will give them access to [email protected] news, get in foreign investments, allow networking and reduce licence fees while allowing multiple channel ownerships in one city. Marketing Office As of now, they are happy to get the attention they are getting from advertisers and brand B-3, First floor, Sector-4, marketers. But it is time that radio heard some really good news. Noida-201301. Tel: (0120) 4077800. Mumbai 39, A to Z (Industrial) Premises Co-op Soc Ltd, Lower Parel, Mumbai - 400013. Tel: (022) 40429701-5. M Venkatesh Subscription Enquiries Sakshi Kohli Tel: (0120) 4077837 [email protected] quences in a state like Himachal LETTERS Pradesh where the roads could prove Registered Office treacherous. In such a situation, hav- Banyan Netfaqs Pvt Ltd, 494, ing moving ads on the road may Mandakini Enclave, Alaknanda, New Are you Sure? prove to be a costly distraction. Is this Delhi 110 019. ©2004 Banyan The article on 'cashurdrive' made desirable? Or am I getting it wrong? Netfaqs Pvt Ltd, all rights reserved Bala for interesting reading. However, I throughout the world. Reproduction in reckon, very soon we might witness a Chennai any manner without permission is pro- day when the multinational corpora- hibited. Printed and published by tions will start paying people for Radio Waves Sreekant Khandekar on behalf of putting up billboards and banners on Banyan Netfaqs Pvt Ltd at 7-A/13, their private terraces and properties. This is with reference to an article Ch. Ratan Singh Complex, Jawala Will commodisation and heavy on BBC reaching out to its viewers Heri Market, Paschim Vihar, advertising finally get the better of through radio stations. As a college New Delhi-110 063. pristine blue skies and our private student I agree with Harshad of Printed at Paras Offset Pvt. Ltd., spaces in the future? All About Numbers OgilvyOne on BBC’s credible image Amlan This is regarding last issue’s cover in the minds of youngsters. But C-176, Naraina Industrial Area, Calcutta story. A catchy number is a good idea many of us do not identify with the Phase I, New Delhi 110 028. for brand association. Nowadays peo- channel. I know that the channel is Exclusive distributors in India: This is with reference to the ple are really excited about inculcating one of the few that delivers quality India Book House Pvt. Ltd. cashurdrive article in your last issue. numerology in their lifestyles. The content today, yet I am not a regular New Delhi: (011) 23313014/5, numbers of SMS services are a big I wonder how this kind of advertis- viewer. Mumbai: (022) 24925651, turn-off. These numbers are given Pawan Manchanda ing is different from hoardings on Kolkata: (033) 22498096, away on television, radio or print. But the road? How can you laud this New Delhi Bangalore: (080) 22261305, with so many brands using numbers project just when some governments Chennai: (044) 28275217 have imposed a restriction on hoard- consumers cannot be expected to ings because of the likelihood of remember all of them. accidents? This kind of advertising Mahesh Garg Cover Illustration could lead to disastrous conse- via email Readers can mail their feedback to Gogol [email protected]

The Brand Reporter, October 1-15, 2008 5 TATA TEA NEWSBULLETIN Rise and Shine Sponsored by ast year, Tata Tea launched the MapMyIndia has pooled in for this Jaago Re campaign, which part, with an interactive map aimed at awakening the masses displaying the constituencies and andL alerting them to their polling booths in 35 cities. Since the Marks and Spencer Reliance> The first store of Marks responsibilities as citizens, one of Government of India does not accept and Spencer Reliance, the joint venture between the Mukesh which was to question the political online registrations, visitors can take Ambani promoted retail chain and the British departmental leaders. Now, the company has a printout of the filled form and store major will roll out in Mumbai by early 2009. The store, announced a new initiative, One submit it at the nearest Election spread over an area of 18,000 sq ft will offer men’s, women’s Billion Votes, which will encourage Commission office. and children’s garments besides various household items. people, especially the youth, to cast Once the form has been The second and third store will come up by September 2009 their votes and make submitted, all the and April 2010, respectively, in metros. a difference to the voter needs to do is political leadership send an SMS to a The largest chain of Italian of India. short code. The Franchisee India PastaMania> fast food restaurants from Singapore is all set The initiative has Jaago Re team will will help to spice up the Indian market. Essence Retail been launched in follow up on the PastaMania set Ventures the master franchisee of PastaMania in association with the status of the up a national India has tied up with Delhi-based Franchisee India non-profit, Janaag- application and send Holdings - Asia's largest integrated franchise and retail solution raha, and integr- mobile alerts to the footprint. provider. Franchisee India recently picked up 50 per cent stake

MARKETING ated media agency, voter. in the joint venture company. Arc Worldwide. The Apart from focal point of the ca- providing inputs on BSNL> State owned telecom operator BSNL is to extend mpaign is a website, A brand needs the site, Janaagraha broadband facility to all districts and blocks of the country by www.jaagore.com, “ also played a role in March 2009. At present, it has covered about 95 per cent of the developed by the to go beyond a getting recognition district headquarters and about 44 per cent of the blocks. The latter. campaign and from the Election company also plans to extend broadband coverage to 1.5 lakh Sushant Dash, facilitate the Commission of villages in the next six months compared to only 30,000 villages head, marketing, India. now. BSNL’s broadband already covers 3,261 cities, which will Tata Tea, says, awakening process. Sharma promises be further expanded to 5,000 cities by March next year. “During the last that more interactive campaign, we features will be Fujitsu India> The leading provider of created aware-ness added to the website customer-focused information technology among the youth to ” closer to the and communications solutions for the global wake up. But we elections. marketplace, has appointed Tata Elxsi Ltd., realised that a brand With the ‘One the technology arm of Tata Group as the national system needs to do more billion Votes’ slogan, integration partner. Fujitsu will reap the benefits of a wide than that and Tata Tea aims to market reach due to the multi location presence of Tata Elxsi in India. facilitate the have more and more awakening process.” people registering Visitors to the on-line. Tata Motors > The automobile company is gearing up for site are led step by “Even if five per the launch of an upmarket variant of its Ace Magic seven- step through the cent more people seater passenger vehicle, attempting to gain a bigger chunk of Dash: facilitating awakening its market share in the multi-purpose vehicle (MPV) segment. process of vote, it can bring The MPV segment comprises Maruti Suzuki India's Omni and registering to vote. A character, Raj, about a change,” says Dash. Versa models besides Tata Motors owned Magic and Winger. shows them how the voting list is The campaign has kicked off on Tata Motors’ market share in the light commercial vehicle prepared. Using conversational television as well, with a TV segment shrank by 1.1 percentage, in the 2008 fiscal. language, he also busts common commercial that shows a young man myths related to voting. distributing tea to people who are Amway India > The country’s leading Most important, the site allows supposedly “sleeping”. When The new products direct selling FMCG company, has announced people to fill a voter registration form questioned by them, he says that will be its venture into the energy drinks and energy online and informs them about people who don’t vote in the manufactured bar segment, with the launch of Amway XL Energy drinks and their constituencies. elections are actually sleeping. Amway XL Energy bars. The Amway XL Energy drink comes in near Kullu, in two flavours of Citrus Blast and Tropical Blast Amway XL. QUOTE OF THE FORTNIGHT Himachal Energy Bars are available in Apple Cinnamon and Fruit & Nut “What makes us bullish about Pradesh. flavours. India is three things: one, the Hyundai Motors> The company has added a third shift in a plant in southern India to raise production of its i-10 demographics - India is a hatchback. This move is a part of company’s plan to make young country; two, the India its global manufacturing hub for small cars. Hyundai, aims to reach a production target of 5,30,000 units by end- continued 8-10 per cent 2008, with exports to around 95 countries. growth of the economy; and Ritu Wears> The retail arm of north India based apparel three, India has an extraordinary reservoir major JDS Apparels plans to expand through north and central of talent. We can use Indian talent to help India soon. By this year-end, seven new stores will come-up grow many of our other markets.” and this will take the total number of stores to 14. The stores are stocked with international and national brands in apparel, INDRA NOOYI, CEO, PEPSICO, ON THE COMPANY’S PERFORMANCE IN INDIA THIS YEAR, IN BUSINESSWORLD footwear, lifestyle accessories, luggage and home products.

6 The Brand Reporter, October 1-15, 2008 5 WEEKS OF GROWTH. 4SHOWS LAUNCHED. 3MORE TO GO.

GRPs BOLLYWOOD CLUB 35 PLANET BOLLYWOOD STARS KE SITAARE 30 ZABAR10

25

20

MTV 15 wk33 wk34 wk35 wk36 wk37

SOURCE TAM PEOPLEMETER RESEARCH TG: CS AB 15-34 Yrs, HSM 1Mn+

zoom rocks with urban upscale audiences

www.zoomtv.in ANIMAL PLANET NEWSBULLETIN A New Identity Sponsored by

nimal Planet has launched a Rahul Johri, senior vice-president fresh brand identity, aiming to and general manager, India, Discovery make the channel a more Networks Asia Pacific, says, “We are Mid-Day > From October 25, advertisers in Mid-Day will Aintense viewing experience for its transforming the look, feel and have to pay 70 per cent more than the existing ad card rates audience. storytelling of Animal Planet in order for the tabloid’s Delhi and Bengaluru editions. While the card The entertainment brand, to deepen our relationship with rate in Mumbai is Rs 800 per sq cm, the existing card rates dedicated towards building a audiences, affiliates and advertisers.” in Delhi and Bengaluru are Rs 150 per sq cm and Rs 125 per relationship between people and The new programming line up will sq cm, respectively. The rates will be increased to Rs 250 animals, announced the worldwide offer viewers a variety, including (Delhi) and Rs 200 (Bengaluru) per sq cm. launch of its bold new look. The new Animal Planet’s signature nature films logo, designed by London based and docu-soaps, docu-dramas and MEDIA Each screen on the Adlabs > The cinema chain Dunning Eley Jones, ground breaking CGI, belonging to the Reliance Anil was revealed last month. which brings the network is Dhirubhai Ambani Group, has tied up with SureWaves, a Rajiv Bakshi, diversity of the animal uniquely media convergence solutions provider, to create a unique director, marketing and kingdom to life. The addressable from communication channel for the Adlabs digital screen communications, India, content will be broadly the central network. SureWaves will provide hardware and software Discovery Networks dominated by location. solutions that will help manage the delivery of content across Asia Pacific, says, “We documentary soaps, the 150+ screens across 12 Adlabs Cinema locations. wanted to refresh the famous hosts and pet look of Animal Planet. entertainment. STAR> The broadcaster is getting ready to exploit the It’s a research and Bakshi: more vibrant The programming Indian wedding market by launching a television channel feedback based strategy has been around it. The 24-hour channel is expected to be in Hindi. decision. Our primary designed to tap the The programming could include reality shows or viewers are adults, this primal instincts of documentary or be instructional in nature. The channel could decision was taken We are humans - maternal, create content around shopping for wedding, planning keeping them and their transforming“ survival and social. engagement and wedding. likes in mind.” the look and Ranging from emotions Most of the to fun and humour, the UTV Movies> The Hindi Movie characters in the new feel in order to new content will explore Channel from the UTV Network has

acquired telecast rights for 60 Sahara logo are in different font close-up encounters with deepen our movies including five unreleased films.

sizes. “Each alphabet in wildlife and show that UTV Movies has bought the multiple airing three-year rights the logo was kept at a relationship even animals can make “ through a deal with Baba Arts. The list of films include hits such different size to with the convincing soap operas. as Sarkar, Guru, No Entry, Page 3, Dor and Jo Bole So Nihaal. emphasise the vibrancy audience. “The new format is The five unreleased films are EMI, Mumbai Cutting, Kaccha of the channel. The logo full of exciting, Limbu, Allah Ke Bande and Coffee Shop. won’t be in one instinctual stories that particular colour, but will bring out the raw, GQ> Condé Nast, the US based publishing house, has brought will keep changing. End visceral emotion in the GQ to India. The fashion and lifestyle magazine for men hit the plates and pumps will natural world and lead stands on September 29. Besides India, the magazine has 14 have different, bright viewers to see animals as editions in as many countries. It is being published in countries colours,” says Bakshi. characters, and not such as the UK, Italy, Germany, Australia, France, South Africa, Apart from the new merely as creatures,” Spain, Portugal, Taiwan and Korea. logo and vibrant on-air graphics, adds Johri. significant changes in the The documentary soaps will Sun Pictures is Sun TV > The Chennai-based television programming line-up with the new include shows such as Lemur Street, network has forayed into film production look of the channel are being a soap opera in which the births, hoping that this through its new division, Sun Pictures. The new implemented to broaden its reach deaths, affairs, battles and family initiative will division will produce and distribute films in four and also increase appointment feuds between lemurs will be open a new Southern languages, Tamil, Telugu, Malayalam viewing. telecast. revenue stream and Kannada. The new venture will be headed by Hansraj Saxena, who is the COO of Sun TV Network. Sun Pictures’ first QUOTE OF THE FORTNIGHT for the company. film will be Atlantic Cinema’s Kadhalil Vizhinde.

‘‘Increasingly, advertisers are TRAI> In order to explore the possibility of reviewing the demanding better returns on norms for media ownership, cross-media restrictions and vertical integration of media companies, the Telecom their investments. The internet Regulatory Authority of India (TRAI) has initiated a has spoilt them with targeting consultation paper, inviting comments from the stakeholders and low CPMs (cost per thousand on several key issues like the definition of markets for media companies, extent of restrictions that can be imposed on impressions). They are print, radio and television media to ensure plurality. SUSHIL KUMAR questioning the smoke and mirrors. Moreover, how can an industry that is Fox STAR Studios> STAR has partnered with Twentieth Century Fox to form Fox STAR Studios. The 50:50 JV will about keeping others honest expect to grow, focus on producing, distributing and marketing Asian when it can’t be honest about itself?’’ language films. To begin with, Fox STAR Studios will produce Bollywood and Indian regional films. The new venture will be PRAMATH RAJ SINHA, FOUNDER AND MANAGING DIRECTOR, 9.9 MEDIAWORX, ON MEDIA OWNERS headed by Vijay Singh, who has been appointed chief DISPLAYING AN UNHEALTHY DISRESPECT FOR INDUSTRY SURVEYS AND STANDARDS, IN MINT. executive officer, Fox STAR Studios, India.

8 The Brand Reporter, October 1-15, 2008

THE WORK ANNUAL NEWSBULLETIN Nine Pins Sponsored by

Asian Marketing Effectiveness Awards> O&M India, JWT India and Solutions Digitas have emerged winners at the Asian Marketing Effectiveness Awards (AMEA) 2008. The medal tally for India this year is eight. O&M won a gold, silver and bronze. JWT India won four metals – a gold and silver and two bronze. JWT’s social division, Thompson Social won the silver in this case. Solutions Digitas was the third agency that won a bronze.

ASCI> Madhukar Kamath, managing director and chief executive officer, Mudra, has been elected as the he 2008 edition of The Work include Tide’s Put Stains Back chairperson of Advertising Standards Council of India (ASCI). Annual has accepted entries Where they Belong in the Magazine Kamath has been a member of the board of governors for from nine Indian advertising Campaign category and Luxor the last nine years and has worked actively to support self- agencies.T The annual archive will Highlighter Che, Hitler and Chaplin regulation in the advertising sector. Bhaskar Das was the now feature work from O&M, JWT, in the Newspaper Campaign and chairman of ASCI earlier. Leo Burnett, Rediffusion DY&R, Print Craft categories amongst Contract, McCann Erickson, others. TBWA\INDIA> TBWAWorldwide recently completed its Publicis Ambience, Publicis India Rediffusion DY&R India has four acquisition of 49 per cent shareholding in TBWA\India, ADVERTISING and Meridian Communication. entries to its credit. These are Juice which was held by Indian shareholders. Following this There were 43 Indian acceptances to Salon’s Hairstyles in the Ambient acquisition, TBWA, together with Omnicom, will own 100 per \ The Work 08 Annual. Single category and Xerox’s George cent of TBWA India, as it already had 51 per cent stake in the agency. The agency started as Anthem, to give way to Leading the pack this Bush in the Outdoor \ year is O&M India with Single category among TBWA Anthem and then TBWA India. Most of TBWA’s global 16 entries. Some of the others. clients who have a presence in India are handled by In total there TBWA\India. entries include HSBC “ Next in line is Corporate’s Swimming were 391 McCann Erickson India, Pool and Getty Images’ acceptances with three entries, all >>ACCOUNT MOVEMENT Window Sticker in the from Mumbai. These from all the > IBD India, the creative arm of Percept, has Ambient Single category include Cocco’s Café’s won the creative duties for two brands from the and Calcutta School of top agencies Marilyn, Kurt and Van Panasonic stable, called Viera and Lumix. The size Music’s Bach Gavotte of Asia, Gogh in the Newspaper of the business is estimated to be Rs 25 crore. in the Outdoor Single Campaign category and The media duties will be handled by Allied Media Network, which is Percept’s in- category among others. Australia and Happydent’s Sleepless, house media agency. With eight entries in New Zealand. Grandpa and Flashman total, JWT India is in the Outdoor > UK based brand consultancy, The Brand Union second in line. The Campaign category (TBU), a WPP group entity has been given the mandate entries include Care besides others. of refreshing the Spice Group’s brand identity. The win Foundation’s Burden in The other agencies comes after a multi-agency pitch that Spice had called the Ambient Single ” include Contract India for. Spice’s communication assignments with other category, The Times of with two entries from its agencies remains unchanged. India’s Lead India in the Mumbai office and Integrated Campaign Publicis Ambience category, Reynolds Mumbai, Publicis India New AD campaigns of the fortnight Permanent Marker’s Twins in the Delhi and Meridian Commun- New TVC Newspaper Single category and ication Bengaluru with one entry TIMES OF INDIA others. each. In all, there were 391 The film opens on a shot of Chennai at the break of dawn and Leo Burnett India is third with acceptances from all the top agencies captures the hustle and bustle, traffic jams and hectic activity seven entries. The entries of Asia, Australia and New Zealand. in the city. Along with this, it narrates the journey of an actor’s rise and fall. QUOTE OF THE FORTNIGHT Agency: JWT Creative Director: Agnello Dias ‘‘I’m already seeing the impact Director: Shashank Chaturvedi of the global meltdown in the Copywriter: Senthil Kumar ad industry. With rising input THE ECONOMIST costs other sectors such as The film makes use of a single alphabet and shows an image FMCG and consumer durables next to it to denote what that alphabet could represent and ends FOTOCORP will be affected. After financial with the thought and brand line, ‘Interpret the World’. Agency: Ogilvy & Mather services ads, travel and tourism advertising Creative Director: Sumanto Chattopadhyay will be affected.’’ Director: E Suresh Copywriter: Sukesh Nayak, Heeral Desai (Art) ARVIND SHARMA, CHAIRMAN AND MANAGING DIRECTOR, LEO BURNETT INDIA, ON THE EFFECT OF GLOBAL Production House: Famous House of Animation MELTDOWN ON THE FINANCIAL ADVERTISING SECTOR IN INDIA IN THE FINANCIAL EXPRESS.

10The Brand Reporter, October 1-15, 2008

NEWSADVERTISING BRANDING Very Special Mahendra Singh Dhoni - the name stands for aspiration. What makes him a hot property as an endorser of brands? Experts debate. By Savia Jane Pinto

hat is it about Mahendra Singh Dhoni that attracts brands like moths to a flame? The cricket sensation and India’s ODI captain is believedW to be the most cool-headed, consistent play- er in the Indian cricket team, and wherever he goes, brands follow. Today, Dhoni or Mahi, as he is fondly called, endorses 17 brands. Dhoni’s is a typical rags to riches story. In his younger days, Dhoni was a goalkeeper in his hometown’s football team. It was when his foot- ball coach sent him for a local cricket match that Aggarwal, business director, Insights, MindShare. his wicket keeping skills were noticed and he “Dhoni is someone who has Manish Porwal, chief executive officer, Percept became a regular at the Commando Cricket Club. done his homework well, and Talent Management, offers a different view. He This was back in 1995. says, “Although Dhoni cuts across all segments, he Dhoni endorses brands such as Big Bazaar, hence, all else follows.” doesn’t yet cut across all brands and address the top Brylcreem (Godrej Sara Lee), Boost (Glaxo SUMANTO CHATTOPADHYAY end consumers, like Aamir Khan does. And not all SmithKline Beecham), Dainik Bhaskar, Exide brands need to cut across all segments.” Industries, Godrej-Hershey’s, Lafarge Cement, rently one of the richest brand ambassadors in the The brands that Dhoni endorses are such that NDTV, Orient PSPO, Parle, Pepsi, Reebok, Royal country. they either speak to the masses or the youth. Brands Stag, Sonata, Siyaram’s, TVS and Videocon. In a short span of time, the wicket keeper-bats- like Videocon project him in an aspirational man- Of his three-and-a-half year career in interna- man has accomplished much to create a brand ner, and certain others, like Brylcreem or Pepsi, tional cricket, the cricketer has been a brand name for himself. But the real question is, how portray him as a boy next door. endorser for three years. Yes, Mahi seems to be a fit long will it all last? The Brand Reporter spoke to Jagdeep Kapoor, CEO and MD, Samsika for almost every category, be it energy drinks or aer- several stalwarts in the field of branding, including Marketing Consultants, says, “Any brand that ated colas, chips or cement, apparel or newspapers. those from the talent management side, brand wants to project itself as a fearless and leader After his debut in international cricket in 2004, consultants and creative directors, to know what brand will benefit from Dhoni’s association.” His talent management company Gameplan began they think of Brand Dhoni. fearless and calm attitude when on field or on handling his brand endorsements in 2005. Earlier screen, are attributes that put him high on a this year, Yudhajit Dutta, managing director, UNIVERSAL APPEAL brand’s wish list. Mindscape Maestros, began handling Dhoni’s His small town beginnings and humility have held Dhoni’s professional attitude and respect endorsement deals. Dhoni in good stead. The fact that a boy from a twards commitments are commendable. Sumanto According to industry estimates, Dhoni is small town has grown to attain such star status Chattopadhyay, executive creative director, South worth Rs 4-5 crore per endorsement for one year. makes him a role model material. “His appeal cuts Asia, O&M, who has worked with Dhoni for Dutta, his talent manager, says Dhoni has crossed across all age groups and demographics to speak to Videocon and now LaFarge Cement, says, “Dhoni all the earlier figures of per year deals and is cur- small towns as well as the metros,” says Manish is someone who has done his homework well and hence, everything else follows.” Rohit Ohri, branch head, JWT Delhi (which works on Pepsi), says “Ajay Jadeja was one crick- eter who was a good actor too, but Dhoni can give Bollywood actors a run for their money.” Dhoni won appreciation for the Pepsi Youngistaan ad, which showed him studying crick- et pitches, bowlers’ minds and the sport. Dhoni says that no matter what you study, all you need is the thirst to learn. Shortly after that a local news- paper reported that Dhoni had enrolled at a college to complete his graduation. His acting skills were much appreciated even in the Videocon ad that “Dhoni has at featured both Dhoni and Shah Rukh Khan. Another factor that cuts across is Dhoni’s style least three good statement. Kapoor of Samsika is of the opinion years ahead of that it is Dhoni’s originality that makes him stand him as a brand out – be it the numerous hairstyles that he sports, or the bravado that he displays in his performance endorser.” or the calmness that he exhibits on the field as a ANIRBAN DAS captain. BLAH continued on page 14 >>

12The Brand Reporter, October 1-15, 2008

NEWSTRENDS AIRTEL On your Marks... The pug will not be running the Delhi Half Marathon this year. Airtel has taken over from the incumbent. By Neha Kalra

ne of the world’s richest and most presti- chance to register for the marathon, if gious events, the 4th Delhi Half they break a barrier by tossing it in the for the half marathon, which Marathon, which will take place on bin and run past a barrier to cross the increased to around 8,000 in the sec- NovemberO 9, is to change hands in terms of spon- ‘Joy of Running’ line. ond year. Ten thousand running sorship. The 21.1 km race has been backed by Airtel finds an extension of its places were on offer in the third year telecom player Hutch (now rechristened brand in this initiative. and the figure is expected to be over- Vodafone) for the last three years. This year, the Chandrashekhar Radhakrishnan, subscribed this year. The number of backing will be provided by the country’s largest head, brand and media, Bharti Airtel running places has gone up to 30,000, telecom player, Airtel. says, “Airtel has always been about compared to last year’s 28,500. Airtel has signed a sponsorship contract of three breaking barriers - mental, physical Registrations began on September years for the marathon. A 360-degree campaign and geographical. The nature of the Radhakrishnan: break- 10 and will close on October 15 or as ing barriers comprising TV, print, radio and outdoors can be sport allows us to bring forth the very soon as running places for each race viewed across the nation. values for which our brand stands. The activation category are filled up. The new TVC, which has been put in place by thought lies in the idea of the ‘Joy of Running’.” The Airtel Delhi Half Marathon is one of the Airtel’s creative agency, Rediffusion DY&R, shows Procam International is the promoter of the richest half marathons in the world - the prize children dropping whatever they’re doing, to run. Airtel Delhi Half Marathon, and was also respon- money this year is $210,000, which has been The music for the ad has been composed by A R sible for the promotion of the Hutch Delhi Half upped by $50,000 from last year. Ratified by AIMS Rahman. The maestro has utilised only percussion Marathon. Could the objectives for the telecom (Association of International Marathons and in the entire track - no other instruments have been players sponsoring the event be the same? Distance Races) and recipient of the IAAF employed. The film has been executed by Cutting Anil Singh, managing director, Procam (International Association of Athletics Edge Films and has been directed by Farouk International, says, “Airtel has different objectives Federations) Gold Label, the half marathon Aljoffery. – they see the event as an extension of their brand. attracts some big names in the long distance run- An on-ground activation has also been planned, Delhi being Airtel’s real home, it will help the ning circuit from around the world. It also has a wherein barrier bins have been placed at strategic brand build a deeper connect.” separate prize fund for Indian athletes.  locations in malls and colleges. People will get a In the first year, the event attracted 4,000 entries [email protected]

<< continued from page 12 LCD sport because the largest number of people “Dhoni will soon watch it, he says.” But he agrees that Dhoni’s small town beginnings bring in a sense of identification LIFE CYCLE AS BRAND AMBASSADOR endorse global brands among many consumers in many markets. Anirban Das Blah, CEO, Globosport, strongly as well.” HE’S ALL OVER THE PLACE thinks that Dhoni has at least three good years JAGDEEP KAPOOR ahead of him as a brand endorser. He asserts that While Blah says Dhoni’s got time ahead of him as a Dhoni is the biggest athlete to emerge out of brand ambassador, he also says that he has been India. overexposed and is spreading himself too thin. In Only recently, Dhoni replaced Sachin “He doesn’t yet this scenario, “Brand Dhoni will grow, but the brand Tendulkar as the brand ambassador for Pepsi’s address the top end he is endorsing will suffer,” says Blah. Bijoor adds Youngistaan. Reportedly, Tendulkar’s contract that Brand Dhoni is reaching a point of fatigue (or wasn’t renewed because Pepsi officials felt that the consumers.” maturity, the way it is in a brand’s life cycle) cricketer could no longer address the cola brand’s MANISH PORWAL because he’s all over the place. target audience – the youth. TVS is another brand Industry experts believe that Dhoni, in his short that Tendulkar lost out on and Dhoni endorses. career span, has been endorsing brands blindly, Aggarwal of MindShare has a point when he “Brand Dhoni is often without much thought. says, “As Dhoni is all over the place, there exists the Dhoni recently became the endorser for possibility of the brand falling into the background reaching a point of LaFarge cement. He is said to be building his house and Dhoni emerging as a bigger brand. But despite fatigue or maturity.” in Ranchi, and since LaFarge’s primary market is that, most marketers will follow the policy of mak- HARISH BIJOOR Ranchi and the surrounding regions, Dhoni was ing hay while the sun shines.” Aggarwal adds, chosen to be the brand ambassador. He was also “The T20 win added many more endorsements to appointed as brand ambassador for Mysore Sandal Dhoni’s kitty.” Soap in order to increase sales of the soap in the The fact that senior players such as Sachin “He can give Northern market. The deal fell apart. These seem Tendulkar and Rahul Dravid did not give stellar Bollywood actors a to be rather unique endorsements for a cricketer. performances at the T20 Cup also added to run for their money.” Dutta explains that Dhoni has, in fact, dropped Dhoni’s popularity and brand value. Dhoni’s boy- a few brands that he feels won’t establish a good next-door image, which most other top brand ROHIT OHRI brand fit with the personality of the sportsman. ambassadors don’t have, too works in his favour. All said and done, the last words belong to Kapoor thinks that Dhoni has many more years Jagdeep Kapoor, “I strongly feel that the day is not as an endorser for brands. “Dhoni, in his graph as Disagreeing completely with Kapoor is Harish far when apart from representing global brands in a brand ambassador, is at the growing phase, and Bijoor of Harish Bijoor Consults. “Dhoni repre- India, Dhoni will soon endorse global brands in he will continue to grow for a long time to come,” sents the peak icon of the lowest common their global markets as well.”  says an enthusiastic Kapoor. denominator sport – T20, which can be called an [email protected]

14The Brand Reporter, October 1-15, 2008

NEWSTRENDS HERO HONDA A Ride to Thrill Eight young ambassadors, one TV commercial. Hero Honda’s message is clear. Expect more action in the days to come. By Devina Joshi

t may resemble an annual Brand Endorsers’ Meet or a music video. On closer inspection, it is actually a television commercial for IHero Honda. The two-wheeler brand completes 25 years in India this year, and to mark the occasion, it has unleashed an ad featuring all the eight celebrities currently associated with it. The roll call reads like this: film actors Hrithik Roshan and Priyanka Chopra; cricketers Virender Sehwag, Gautam Gambhir, Ishant Sharma, Irfan Pathan and Suresh Dua: casting young Raina as well as ace shooter Rajyavardhan achievers Rathore. The music video-like quality has been leveraged for an obvious reason – to appeal to the Honda is a market leader, with 55 per cent of the Go’. The word ‘Go’ was added to the punch line Indian youth. Indian motorcycle market share, a leadership because it is a verb, and in that sense, symbolises Says Sanjeev Bhargav, chief operating officer, stand that the company claims to have achieved action. While ‘Desh Ki Dhadkan’ was established Draft FCB Ulka Delhi (Hero Honda’s agency), seven years ago. years ago (symbolic of Hero Honda’s pride in “Over the years, two-wheelers, particularly bikes, “As our company tasted success when it was 18 understanding the pulse of the nation), this ad are becoming more attractive to the youth than – still very young – we thought of drawing a par- talks to the youth in particular, encouraging them any other target segment. On allel by casting young achievers to follow their dreams and ambitions, with their completing its silver jubilee, in our ad,” Dua explains. faithful friend, Hero Honda, in tow. Hero Honda wishes to appeal The message of “Hero Honda is a multi-brand, The ad opens with the shot of a helicopter. A to the youth by telling them multi-segment company and man atop a bike emerges from it. As the bike lands that the brand is in sync with this ad is that there each of our celebrities talks to a with a thud onto a helipad, the biker (Hrithik their mindsets, optimism and different youth target group. Roshan) is seen on a dance floor flanked by other ambitions.” is more excitement So, our eight celebrities from dancers. He takes a microphone and places it This has been done with a various walks together give us upon his heart. He then thumps to the beat of a plethora of young ambassa- and energy ahead. the kind of scale and grandeur song. The lyrics are all about getting energised dors to tell the target group we need to reach out to each of with Hero Honda, while touching upon the new that there’s more excitement and energy ahead. these target segments.” dreams of the youth and the vigour with which All the celebrities in the ad are existing “We wanted to bring them all together under they chase them. endorsers for Hero Honda, except Gambhir and one roof to spread the message of optimism in this The TVC also has Priyanka Chopra dancing Sharma, who feature as the motorbike maker’s 25th year ad,” adds Bhargav. and cruising across cityscapes on her motorbike. ambassadors for the first time. With this ad, Hero Honda has also tweaked its The commercial then focusses on the passion Anil Dua, senior vice-president, marketing and positioning from ‘Desh Ki Dhadkan… Dhak sales, Hero Honda Motors, claims that Hero Dhak’ to ‘Yuva Desh Ki Dhadkan… Dhak Dhak continued on page 18 >>

THE ECONOMIST Print in Motion he Economist, the premium was a short period promotion and, global weekly magazine on hence, experimental and tactical in politics, business and culture, nature. So, it would be quite fair to hasT launched its first ever television say that this is The Economist’s first commercial in India. real tryst with TV. This comes as something of a sur- Commenting on the reason for prise, as for decades, the brand’s this, Thakurta tells The Brand advertising has relied mainly on out- Reporter, “Globally, geographies with print prices going up, it is “dif- Delhi and Bengaluru. door media (and various innovations have been concentrated in specific ficult to use print to cover the whole Eight months ago, O&M, The therein) and the occasional press ads. areas for The Economist. In India, of India.” Economist’s agency in India, had In fact, according to Suprio Guha we need to cover more geographies Unlike some other major adver- launched the thought, ‘Interpret the Thakurta, associate publisher, The because this country is a world in tisers, The Economist will use World’, using press and outdoor ads. Economist, India, the publication has itself. In this case, TV becomes the television as a supplementary medi- Each ad made use of a single alphabet hardly ever used television even most cost effective way of reaching um, while outdoor and press will and showed an image next to it to globally. The closest it came to TV out to a large number of people.” continue to run the show for the was in a campaign in the US, but that Further, Thakurta reasons that brand in cities such as Mumbai, continued on page 20 >>

16The Brand Reporter, October 1-15, 2008

PROFILE |NEWS

<< continued from page 16 PROFILE I AJAI JHALA I CEO I BBDO A Ride to Thrill with which Irfan Pathan, Virender Sehwag, Gautam Gambhir, Ishant Change is the Constant Sharma and Suresh Raina play their t was just his second day in BBDO game. Athens Olympic silver when we caught up with him. But medalist Rajyavardhan Rathore is Ajai Jhala knows that his work is seen hitting the bull’s eye with pre- cutI out for him, “We have big shoes to cision, while atop his bike. fill. The challenge here is to meet the The ad culminates with a celebra- standard of work that the agency has tion in full progress, complete with done worldwide. It is essential to cre- firecrackers and all, where all the ate differentiating work. We have to celebrities arrive on their bikes. ‘Yuva take care of the quality of the work - Desh Ki Dhadkan. Hero Honda. the growth will take care of itself.” Dhak Dhak Go,’ says the final shot. In the nearly two decades that he The film is on air on various gen- was at Lintas, Jhala worked in various eral entertainment, youth and news departments from account manage- channels. It is being supported by ment to planning. Now, after a year’s print, outdoor and some events. The break (during which, among other three minute video also has a shorter, things, he participated in two 90 second versions, running on air. marathons), he is back where he The ad has been produced by belongs – in advertising. Two-and-a- Ravi Udyawar, who has several half decades (including a short stint in music videos to his credit, including O&M, New York) in the ad business the recent Strings’ video featuring and there is very little, except for cre- John Abraham, titled Koi Aaney ative, that Jhala hasn’t done. Wala Hai. The music track has been During his long stay at Lintas, Jhala composed for a pan-India feel, worked closely on one of the world’s largest FMCG companies - Unilever. Despite being in one place, his career, A whopping Rs 2 says Jhala, has been defined by change. “There’s a joke. When someone says crore was spent

that he has an experience of 20 years, SUSHIL KUMAR an HR person turns to tell him that he on the making of actually has an experience of one year - But the challenge that OMO faced repeated 20 times. This can happen “Planning is was that its global idea wasn’t being this ad film. when you stay in the same place. I try translated in a relevant manner for to change location and also my job about inter- Asia. “There was resistance as house- reflecting the brand’s reach. roles. It sort of renews you,” adds wives didn’t want their children to get Composed by Ranjit Barrot and Jhala. For instance, between relin- rogating the dirty. They would rather have them sung by Shankar Mahadevan, quishing his role as an account director study. But the brand’s sales revealed Sukhwinder Singh and Shreya on Close-Up and taking over as GM of consumer how we managed to make ‘Dirt is Ghoshal, the track hopes to create a the Mumbai office, Jhala volunteered Good’ relevant to Asia by creating an blend of Sufi and rock music. to take up planning for Pepsodent. brand rela- emotional connect.” According to sources in the Why planning? “There’s a famous Jhala views the Indian advertising industry, a whopping Rs 2 crore was quote - You interrogate a brand till it tionship.” scenario in cycles. Every decade or two spent on the making of this com- confesses. Great communication the industry has witnessed a new era mercial. Shot at five different comes from a truth the brand has - it’s not something of creativity. The first was cinema-led mainly by Lintas locations across the country (some which shows itself. It is when you interrogate the which created iconic ‘brand characters’ like Chaplin of the scenes were shot abroad - in brand from all sides and see how consumers interact (for Cherry Blossom) and the Liril girl - these were Kuala Lumpur too), including and behave with it, that the brand will confess. That’s cinematic, aspirational and larger than life. Mumbai and Jaipur, the project was where planning plays an important role.” The second wave was on television and led by spread over a period of two months Jhala’s first stint with Lowe (then Lintas) ended O&M. It was more intimate, home-spun and earthy. from start to finish. after 15 years, in 2000. Around this time, he got a call Consider the work on Fevicol and Asian Paints. While Hero Honda may be from O&M, New York, which had noticed his work “That’s what television does. It is a member of the gung-ho about its 25th year celebra- on UPS. How tough was it leaving behind his comfort family, and O&M has been doing this for more than a tions, some creative folk find the use zone? “Though I was moving, changing my role and decade now. McCann and Lowe have done well, too, of eight celebrities a bit over the top. location, it was relatively easy.” Ogilvy was an interest- and found a different expression.” Sagar Mahabaleshwarkar, chief cre- ing experience. “While working on the IBM account, I According to him, “the third wave is about interac- ative officer, Rediffusion DY&R, is discovered the 360-degree offering of the agency. tivity. Communication no longer is simply about one of them. Ogilvy is a solid and successful agency,” he says. He magnifying the product’s benefits. Consumers are no “The ad,” he says, “is based came back to Lintas in 2002. longer passive and want to interact. Therefore, the around an idea – youth enthusiasm Jhala has had various experiences with Unilever, the nature of ideas will change and I’m hoping that BBDO – that has been exploited several account that sticks out prominently in his resume. could be a part of this third wave.” times over the years. I feel it has lit- Detergent brand OMO (the global variant of Surf) was Jhala, who has worked with Prasoon Pandey, Alyque tle to do with the larger brand idea, one such. While working on the brand, it went up for Padamsee, Balki, Steve Hayden, Fernanda Vega Almos and all those celebrities in the video a global pitch in 2005 with the Dirt is Good idea. Lowe and Martin Puris, at various times, feels that the best make it look crowded and unim- won the business for Asia, Africa and Brazil while creative people are the best planners.  pressive.”  BBH won it for the rest of the globe. [email protected] [email protected]

18 The Brand Reporter, October 1-15, 2008

NEWSTRENDS

<< continued from page 16 DEFINING MOMENTS campaign,” says Thakurta. The idea is to get consumers to question what Print in Motion is being portrayed on screen and spark off an intriguing debate in peo- denote what that alphabet could rep- ple’s minds. resent. For instance, the letter ‘A’ and In order to target corporates and the word ‘Addiction’ were inscribed businessmen, the mix of channels beside the image of a credit card, will include mainline English news “I“I waswas implying that ‘A’ stands for addiction channels (NDTV 24x7, CNN-IBN, and credit cards symbolise the word Times Now and BBC) and English fascinatedfascinated perfectly. business channels (NDTV Profit, for Now, O&M has been given the instance). Lifestyle channels such as withwith specific brief of juxtaposing the out- Discovery Travel & Living may also door and print campaign launched be leveraged. TBWATBWA.”.” eight months ago with television, The six TV ads use the trademark with the intent of creating awareness red and white colours that are associ- about the magazine in India. ated with The Economist globally. The television campaign, based The ads make use of 2D animation, on the Interpret the World theme, which has been executed by E Suresh continues to talk of The Economist’s of Famous House of Animation. strength – that it is a publication In order to build suspense, the meant to go beyond the obvious, camera pans out so that the visual with its indepth coverage and analy- appears to be something at first, and sis. turns out to be something different SUSHIL KUMAR

George John, the man behind Anthem is ready to walk into the sunset. Here, he takes The Brand Reporter through the four decades of adver- tising he has witnessed and commanded. KForty years ago, when I first landed up in Mumbai in search of a job, I was told, the easiest thing would be to find a job involving teaching Maths. I started my career as a Maths teacher with St. Theresa’s. Six months later, the first National Readership Survey came along and Lintas Mumbai had a roomful of data and nobody to analyse it. I joined up as a media planner. The job meant turning the handle of a Facit calculator a million times a day. It was a time when media planning became scientific. I was at Lintas for 10 years, five of them in account management on Levers, Glaxo and Johnson & Johnson. Then, in 1978 we heard news that Ulka Delhi was on the verge of The print in motion concept was closure and the employees were on notice. Somehow, I convinced Bal Mundkar to let me try and turn the ship around. I don’t know what utilised for a simple reason: to pre- clicked - maybe it was my training as a teacher. The ship didn’t sink. In fact, it flew. Ulka had a meteoric rise and we nearly displaced JWT from serve the integrity, look and feel. the No 1 slot in Delhi. In 10 years we never lost a pitch, never lost a client and built a terrific reputation with path breaking work like the Fill One of the ads shows the alphabet on revelation. “You’d think it was the It, Shut It, Forget It campaign for Hero Honda. The team, we had then, ‘P’ for ‘Play’ on the screen, with the first meaning, like ‘Play’ initially, still meets at least once a year to celebrate those heady days. caricature of a boy holding what only to find a child labourer instead,” In 1988, Bal decided to sell Ulka to a large business house and I appears to be a cricket bat in his says Sumanto Chattopadhyay, execu- decided that the time had come to part ways. It was heartbreaking. That hand. Once the camera pans out, we tive creative director, O&M, South evening, 36 people from the office came to my house saying that they see the boy actually posing with a Asia. “In a print ad, we have to reveal had resigned, too. It was touching, inspiring and also very scary. mop in his hand, wiping the floor. everything at once, so in that sense, We launched Anthem Communications with 37 employees and zero The super reads: ‘The Economist. television has helped us create business. It was tough, but Anthem never looked back. We grew fast, Interpret the World’. drama.” with prestigious accounts like Sony, JCT, JK, Ranbaxy, Worldphone, Similarly, another ad shows ‘S’ for Instead of creating typical TV ads, Electrolux and Yamaha. When Anthem acquired the 25-year-old reput- ‘Soldier’ and we see a man with a the print in motion concept was ed Radeus in 1994, it was a big moment for me. We’d pulled off the shotgun in his hand. However, on utilised for one simple reason – to largest agency acquisition in India till then, and Anthem became the watching closely, we see a monk with preserve the integrity, look and feel first Delhi-born independent agency to go national. We now had offices a walking stick. The third ad shows of The Economist as a brand. in Mumbai and Pune and clients like Limca, Amul and LIC. ‘M’ for ‘Marriage’, while the image In the future, one may see some The next big thing came while attending the Cannes festival in 1996. shows a wedding cake with images of print ads converting themselves into I was fascinated with TBWA, which was picking up award after award. two men on it, instead of a man and television ones and vice versa, reveals I decided, we’d try to become the TBWA agency in India. It took a cou- a woman as is generally the case. Chattopadhyay. ple of years but we got the JV, beating some of the top agencies of the While the above three are original A few months ago, The ’90s. There were a few setbacks during the adjustment phase, but we scripts for television, the remaining Economist also launched The continued being an agency with heart, run from the heart. Our people three TVCs – Democracy, Tourism Economist on NewsX – a show on never ever let the agency down and eventually the wheel turned, and we and War – are outdoor ideas that have NewsX where The Economist were amongst the fastest growing agencies in the TBWA network. been adapted for television. One shared its content. “This helped our On September 9, 2008, we became the first 100 per cent-owned could perhaps term this as print in awareness cause,” says Thakurta. In Omnicom agency in India. That’s a big defining moment for me. I will motion. that sense, the TV campaign is the walk into my retirement, happy that the agency has a bright future with “By not making use of real faces brand’s second big brush with the TBWA and proud of the fantastic team I helped to build.  or people or locations, we have tried medium over the last few months.  As told to Abhishek Chanda to bring out the simplicity of the [email protected]

20The Brand Reporter, October 1-15, 2008

NEWSTRENDS INDIA POST Send and Receive India Post has turned over a new leaf. Among other initiatives, it has launched a new logo and a brand awareness campaign. By Sumantha Rathore

ndia Post’s new logo will soon be imple- mented across all post offices and postal services of the country. Ogilvy & Mather (O&M)I has worked on the new branding of India Post while management consultant McKinsey is behind the restructuring. The old logo The new logo is set in red and yellow colours. At a first glance, it appears to be an the earlier logo can be seen in the new logo. envelope, but take a closer look and the bold The wings act as the anchoring element and strokes give the impression of a flying bird. have been retained but the treatment is differ- According to the creative people at O&M, red ent. According to Suneeta Trivedi, chief general was chosen because of its traditional association manager, business development and marketing with the postal service in addition to that it directorate, India Post “The last change we did embodies passion, power and commitment as was some 17 years back. So we thought this was well, whereas, yellow communicates hope, joy the right time to introduce a new and improved and happiness. India Post to our customers. We have a major Says Sanjay Thapar, group president (North role in connecting people from far-flung areas. and East), O&M, “We were approached by the The competition from private courier compa- government to help revitalise and re-engineer nies and even the electronic medium is so high the department. It took us almost two months that we decided to go for a modern look.” and several meetings to come up with this vibrant and modern image of the post office. We BACK-END ACTIVITY did the work for free as we just wanted to help India Post is not banking on the campaign the government. And, in return the credit we alone. McKinsey & Co is helping it identify have received from them is overwhelming.” areas where it needs to be more efficient. “As a The modernisation of post offices is a part of gesture both (O&M and McKinsey) did the Project Arrow, which included not only chang- work for us without charging a penny. It was a ing the way post offices function in the country, responsible gesture on their part as they wanted but also the way they are perceived. In addition to help us,” informs Trivedi. to the logo, various signage, post boxes, sign- With over 1.6 lakh post offices covering the boards, letterheads, vans and even the urban and rural populace, the Indian postal net- postman’s uniform were a part of the branding work is the largest in the world. The new face exercise. of India Post aims to portray its dynamism and Nitin Srivastava, senior creative director, modernity without compromising on the tradi- O&M, who was also actively involved in the tions. campaign says, “Hopes, dreams and aspirations A Raja, communications & IT minister who are the basis of this logo. When they soar any- launched the new corporate logo says, “India thing can be achieved. The logo of India Post Post has been re-positioned with a focus on cus- works around this philosophy. That’s why the tomers, technology and business. As part of the wings are present in the new logo. The cam- change, 52 post offices sporting the new look paign uses three lines in the wings and creates under Project Arrow have already been estab- visual communication that speaks about India lished. More will follow soon.” The minister Post’s philosophy. We have chosen situations has also announced new customer-service initia- that depict the most innocent dreams, carved tives including express parcel post retail service, with the three lines, and uses words like fly, soar gift parcel post service, logistics-post air services, and dream.” “We did the work sales of gold coins through retail post, express Piyush Pandey, national creative director and for free as we just money order service, Speed Post call centres and chairman - India & South Asia, O&M translat- wanted to help the a range of new international services. ed the brief while Srivastava, along with Jossy government. The India Post plans to launch TVCs and radio Raphael, creative director, outlined the com- jingles to promote its new identity. “Though munication package. Anuj Kala and Ayan Das credit we got is there many plans, the department has restricted were also involved in conceptualising the cam- overwhelming.” funds. We have planned a TVC but are waiting paign. Rohit Dhamija and Ritu Sinha are SANJAY THAPAR for a go-ahead. This is just the beginning. And, behind the reflection of the new face of India O&M unlike the preconceived notion we have about Post and conceptualised the logo. government offices, it was a pleasure working Talking about the reason behind the launch of old Department of Posts (DoP) to a standard with India Post. In fact, their approach was more this new logo, Srivastava says, “Government where it can compete with companies that carry professional than most of the private firms I have offices in India are seen as old, rigid and lethargic. the modern tag, without giving consumers a sud- worked with,” asserts Thapar. India Post will be The perception of India Post was no different. It den jar.” India Post is a brand of the DoP. hoping that this attitude translates into action on was in order to shed this tag that India Post decid- Though there has been the departure of the ground.  ed to act. It was aimed at bringing the 154 - year - straight lines, a certain element of continuity from [email protected]

22The Brand Reporter, October 1-15, 2008

NEWSPEOPLE ’s ho Tha W t

SUSHIL KUMAR Satyam Cineplex (above) and the Tarshi campaign

he reminisces. Recounting the popularity of the campaign, he says, “It was a hit, winning creative Carving Out A Niche acclaim for all of us. Till this day, I owe my first break in the industry to Manish and Raghu.” The ‘little’ things that he has made, have made it big on creative acclaim. In 2000, the same team made it to the Cannes, Clio, Adfest and won multiple golds at aul Schrader, who wrote the screenplay for the Abbys with its work for Satyam Cineplex and Martin Scorsese’s highly-acclaimed Taxi “If creative people have then to the One Show for Tarshi (an NGO that Driver, had once commented: “Everybody works on spreading AIDS-awareness). As a testi- hailsP a movie by its director - no matter how a challenging idea, they monial to his achievements all that he has are a unique the script is.” know that I’m there to few dust-coated ad archives and semi-torn A3 Every man-behind-the-scene must have gone prints of the campaigns. But still he has a spark in through moments like that. But for Manoranjan give it shape.” his eyes, while rattling off the course of events Mukherjee being behind the scenes - or the fact and the people he has worked with. that it is the creative team that gets the laurels for ended up in Ulka Advertising, Calcutta after a Mukherjee’s achievements brought him instant a brilliant ad campaign - doesn’t seem to be a five-year diploma from the Government Art recognition and made him a brand name of sorts in cause for heartburn. Mukherjee, a prop-maker, is College, Calcutta. Moving along, he explored the agency circuit of Delhi. Regular client cam- happy with what he does. Publicity - or the lack interior designing to some extent and after a ‘per- paigns started to pour in and so did proactive work of it - doesn’t matter to him. sonal hiccup’, moved to Chaitra, New Delhi for the pencils and metals of the world. Sitting So what role does a prop-maker play in the (now Leo Burnett) as a visualiser. pretty in his workshop, he asserts, “If creative peo- whole creative process? He explains, “Imagine In the late 1990s, while he was busy exploring ple in Delhi have a challenging idea to execute, the creative person has visualised a layout with a freelance opportunities in advertising and sculpt- they know that I’m there to give it shape.” rickety tree sans leaves in the middle of a desert. ing, the creative duo of Manish Bhatt and Raghu Sixty now, Mukherjee has worked with the Now, it’s not possible to venture out on a search Bhat (then with O&M, Delhi) contacted him for best brains in Indian advertising, won awards and for the exact locale or environment. It is here that an assignment. “Till this day, I do not have a clue received nominations at international and I step in and make a physical replica of his/her how they managed to hunt me down,” he says. national stages and established himself as a one- thoughts, which is then captured by the camera In his first assignment as a prop-maker, he stop shop for all prop related work. But a look at lens and transferred to the art director’s comput- worked with them on the Lotus (IBM) campaign him and one can’t help but be reminded of the er for the final layout. It is crucial on my part to (a Neil French favourite) in 1999. “Though I made ‘sixth stage’ of a man’s life, from Shakespeare’s execute the idea to its last detail.” the props for the campaign, I was still confused Seven Ages of Man, “a person full of wisdom and Advertising was never on the cards for about the role I would assume in the days to come. childish abandon”.  Mukherjee. Studying to become a sculptor, he I felt comfortable because of my base in sculpting,” [email protected]

>>MOVEMENTS/APPOINTMENTS<< A compilation of some major account and people movements in the last fortnight ADVERTISING/PEOPLE creative director. Flory has been in advertising for 13 years MEDIA > Farhad Elavia has decided to and has worked in five cities and three countries. He also > Hemant Sachdev, Group Director, move on. After two stints and eight designs T-shirts and jeans for a clothing label, besides writing Brand and Corporate Communication, Bharti years in Euro RSCG, he has now children’s stories. Group has moved on. He has joined joined Umbrella. In his new role he > Ashish Medhekar, Vice-President, Microsoft India as joint Managing Director will be leading the client servicing Dentsu, Mumbai has taken over as the to lead its recently created division, function at the agency, complement- branch head of the Mumbai branch of Everest Consumer and Online International (COI). ing the efforts of Deven Sansare, Brand Solutions. In his previous stint, he COI was formed by merging the consumer creative director and copy chief. was with Dentsu for three years. With an facing businesses of Microsoft, which include consumer soft- Elavia has an experience of 12 years in the advertising industry. experience of 17 years in advertising, he has ware, Windows Mobile, MSN and the online services and search > Neil Flory and Raj Kurup, Chairman worked on brands across categories. In his businesses. and CEO, Creative Land Asia, bumped into career, Medhekar has worked with > Krishna Prasad, who has been associated with Outlook each other for the first time in 1995 at Mudra, Rediffusion DY&R, and later Wunderman. magazine since 1995, has been roped in as Editor of the mag- Ahmedabad – they were copy trainees there. > After Priti Nair vacated the post of NCD at Grey, two months azine. He takes charge of a position which has been vacant Now, after 13 years, they are together again. ago, Shalini Dham, executive creative director, Grey since the departure of Sandipan Deb, two years ago. Based Flory has joined the agency as ECD. He moves Worldwide has taken over. In her role as ECD, she was look- out of Delhi, Prasad will be second in command to Vinod in from Ogilvy, Sydney where he was assistant ing after Grey South East Asia. Mehta, editor in chief.

2 4The Brand Reporter, October 1-15, 2008

NEWSADVERTISING ADVERTISING Another Feather in its Cap BBH, which added India to its list of office destinations, ropes in Subhash Kamath, Partha Sinha and Priti Nair to head its India operations. By Savia Jane Pinto

wenty six years ago, John Bartle (the plan- ner), Nigel Bogle (the business head) and John Hegarty (the creative genius) started Looking Back Twhat we today know as BBH. With headquarters “There’s a thrill artle Bogle Hegarty (BBH), a British advertising in London, the agency has six offices around the of setting up Bagency was founded by John Bartle, Nigel Bogle world. Only one of these (Neogama BBH, Brazil) and John Hegarty in 1982. In 1997, Leo Burnett is an alliance with another agency. your own place. Worldwide bought a 49 per cent share in BBH, which In India, too, the creative agency is following It’s a fresh start Publicis advertising group holds now. The agency has the same template of a leadership of three at the on a new slate.” offices in – London, Singapore, New York, Tokyo, Sao top. Subhash Kamath, Partha Sinha and Priti Nair PRITI NAIR Paulo and Shanghai. are the three managing partners who will handle BBH has an impressive array of clients having BBH’s India operations. They will report to Gwyn worked for global brands like Audi, Vodafone, Levi Jones, chief operating officer, BBH. The Indian Strauss, British Airways, Johnnie Walker, Omo/Persil office will be located in Santa Cruz, Mumbai, for and Axe/Lynx. The company was responsible for com- now and will begin operations on November 17. mercials such as Levi’s Laundrette, and Levi’s Flatbeat In recent months, India has been a witness to a featuring Flat Eric, a small yellow puppet. Other brands sudden rush of international agencies. It started “A startup is a it had were Vorsprung durch Technik for Audi, The Axe with Wieden + Kennedy and BBDO entering challenge. You (Lynx) Effect for Unilever and Keep Walking for Johnnie India earlier this year. After BBH, there are talks of gain value from Walker. Naked Communications and StrawberryFrog BBH has been the Agency of the Year twice at coming in soon. what you create.” Cannes and has won 32 IPA Effectiveness Awards since Why India? And why now? Simon Sherwood, SUBHASH 1988. BBH London was Campaign magazine’s 2005 UK global chief executive officer, BBH, says, “We KAMATH Agency of the Year, an honour it also held in 1986, realised that we needed to be in India about 18 1993, 2003 and 2004. In the USA, Advertising Age months ago. India is a very important market for recently voted BBH as Global Network of the Year and, many of our clients and this is the time to be here, in Singapore, Ad Asia has chosen BBH as its Agency of if we want to be a global agency.” the Year for the region. Will it be difficult to penetrate India as it is a BBH employs 988 people and has a total billing of very diverse market? “Everything is difficult. $1.5 billion. The central belief of the agency is: Big Nothing is easy,” says Sherwood. “A good creative enduring ideas are the key to successful communica- The agency has picked three extremely experi- and thought tions. enced hands from India’s pool of advertising help create a professionals. Kamath, who has been with Bates solution for the Southeast Asia and was with the agency for close to 141 for a good four years, will join BBH only in brand.” six years. January. He had no intention of quitting Bates 141, On his reasons for leaving, he says, “There but the offer made, he says, was hard to resist. “A PARTHA SINHA comes a time when you want to look at creating startup is a different challenge as you start from something slightly different and creating some- ground zero and gain value from what you create,” thing new.” Sinha has also worked with Zee says the man who has been through all the past Telefilms as director of marketing and strategy, mergers and acquisitions of Bates 141. Ogilvy as vice-president, planning and Citibank as He adds that in certain ways, this is a dream “This is the marketing manager. come true. “While we were growing up in the ad time to be in All three managing partners say it will be very industry, BBH was spoken of very highly and different now that they will not be working in a looked up to as an agency. The advertising created India if we want predefined setup. Instead, they will be the ones by BBH was used as examples during training pro- to be a global defining the setup. Also, the BBH culture with grammes. And to be able to create BBH in India agency.” three at the top was a decision maker for all of now is definitely a dream come true,” an enthusi- SIMON SHER- them. BBH will have only one office in India, as astic Kamath says. WOOD, GLOBAL this is the format followed by BBH in other coun- Nair seconds this when she says, “This has tries as well. been my dream agency and when they approached CEO, BBH Sherwood shares that they are in conversation me, I was ecstatic.” Top on her agenda is to make with all the agency’s global clients who are present the agency a “rocking” place and to keep the cul- director at Lowe and has worked on various in India. Axe (handled here by Lowe), Perfetti Van ture of BBH pure. brands such as Greenply, Surf Excel and Idea Melle (currently with O&M in India) and Levi’s All three are equal partners and this is to ensure Cellular. (handled here by JWT) are brands that BBH that there is no compartmentalisation of the “Product, product, product. That’s what’s on handles in other countries. There isn’t any talk of process. The idea is to offer the brand a collective my agenda for BBH,” Sinha says, adding, “it is aligning these brands with BBH yet, but opinion and not keep the three departments of essential to create beyond just a creative. The key Sherwood says, “We respect our competition. We advertising separate. “There’s a thrill of setting up thing about BBH is to give the brand a creative aim to put a compelling and attractive proposition your own place. It’s a brand new start on a new solution. A good creative and thought make the to the brands, whether local or global.” In the past, slate,” adds Nair. Prior to taking up the new role, fundamental difference in creating a solution for a some of BBH’s work on Diageo, Unilever (Axe) she was the national creative director at Grey brand.” Earlier, Sinha was the chief strategy officer and Johnnie Walker have been released in India. India. And before that, she was executive creative at Publicis India, Publicis Ambience and Publicis [email protected]

26The Brand Reporter, October 1-15, 2008

NEWSOOH KINGFISHER and duty free outlet, to mark the beginning of an F1 promotion. Discussing how Bengaluru is focusing on inno- vations, Albert Brunner, CEO, BIA, says, “Innovations not only enhance passenger tour Floored! experience, but also differentiate us as a key media are the for showcasing new innovations that catch destination to watch out for. Brands always look Airports next destination for opportunities to present themselves in a novel the traveller’s eye. By Surina Sayal and an innovative manner. Today, if BIAL is able to offer this advantage to them, then they would def- o commemorate Kingfisher’s first interna- initely invest their time, resources and creative tional flight to London recently, the company energy in conceptualising innovative promotions has placed a 35-feet replica of the Airbus A340 exclusive to Bengaluru airport as a destination.” atT the swanky Bengaluru International Airport (BIA). Brunner adds, “An airport, as a destination by The replica is positioned beautifully in take-off itself, clearly has definite advantages like presence of position, with its nose pointing towards the sky. It captive audience with high disposable incomes; has been placed before the terminal building, gar- uncluttered environment with increased dwell nering eyeballs with its sheer scale and impact. times; diverse demographics and an opportunity to This is the first time a scaled down version reach out to an audience relevant to the brand, with replica of an aircraft has been put up at an Indian minimal spillage. If an airport can supplement these airport, and probably, only the second at any air- advantages with media opportunities reflecting port worldwide. JCDecaux, one of the world The Bengaluru Airport is international standards they tend to become ideal leaders in outdoor media, is BIAL’s advertising media destinations for clients to showcase their concessionaire that builds and manages all media fast becoming an ‘innova- brands effectively, in a premium quality environ- space throughout the airport. This innovation too ment.” has been done by the company tion’ destination. Have the regulations affecting hoardings in The Bengaluru Airport is clearly becoming an Bengaluru contributed to more advertisers coming innovation destination, for national as well as to the airport? Brunner clarifies, “By and large, global brands. One of these was the six metre high destinations like airports and railway or bus sta- replica of luxury brand, Louis Vuitton’s trunk, tions are getting more popular with the which was prominently placed at the airport’s advertisers, due to relatively higher return on curbside for three months. investments these destinations now offer.” Another innovation was that of the F1 car that He also reveals that exciting innovations are was placed in the international departure section. definitely on the cards; and one would see many Scotch whisky brand, Johnnie Walker, unveiled more of them at BIA in the coming months.  the Mercedes McLaren MP4 23 show car at the tax [email protected]

DEPARTMENT OF ELECTRICITY The moment someone turned off the switch, the electricity supply to the MUPI panel was turned off and the non-lit portion of the shelter lit up fully. Then, you could see the snapshot of a surgery taking place. Koustuv Chatterjee, creative director, Pickle Advertising, says that the message to save elec- tricity will remain the same for all the shelters, though the displays may vary. Other creatives such as a group of children studying under lamps may be displayed. He says, “A different approach is needed to spread a public awareness message. The message should be experiential for the viewers and not just something that offers a feel good factor.” The campaign will appear on six BQSes with 18 panels for a time period of two months. The A Penny Saved is a Penny Earned display cost for each BQS is Rs 1.5 lakh. The inno- JCDecaux creates a controlled lighting environment on Bus Q shelters to vation has been done on two bus shelters one at Patiala House and the other at Yusuf Sarai Market. spread awareness about saving electricity.By Rohit Nautiyal Four more bus shelters at Gole Market, South Avenue, Africa Avenue and Shanti Path will also he outdoor campaign of the Department lighting environment on bus Q shelters (BQSes) carry the campaign but minus the innovation. of Electricity in New Delhi has used with a reactive on/off switch to connect with the Most of these locations see high pedestrian traffic interactivity in an interesting manner to passers by and give out the message. The backlit due to the government offices in the vicinity. conveyT the message of saving electricity. panoramic panel of the bus shelter was partially Normally, passers by do not spend more than The department's aim was to spread awareness lit and displayed the message, “The power you a few seconds gazing at advertisement displays, about the current energy crisis. The brief to its waste may be all that someone needs.” but such a setup demands initiative from the agency, Pickle Advertising, was to create an out- An electronic switch installed near it was sus- viewer to put off the switch. Are the passers by door campaign that would appeal to the masses. pended over the multi-photon ionisation (MUPI) willing to make that extra effort here? Chatterjee The idea was to promote the saving of electricity, panel situated next to the bus shelter. The MUPI laughs, “In fact, people are doing it a little too which could then be used for a meaningful pur- carried the message, Turn Off This Switch, often and we've had to place people nearby to pose when required. Switch Off, Make It a Habit, with the button monitor the switch.”  OOH major JCDecaux created a controlled switched on, urging the audience to switch it off. [email protected]

28The Brand Reporter, October 1-15, 2008

NEWSTRENDS OOH Keeping Track The technology promises measurement of advertisement deliverables through its distribution, tracking and operating system. By Surina Sayal

n a big step forward, Real Image Media Technologies, a digital technology provider for the film, video and audio industries, has announcedI that the United States Patent and Trademark Office (USPTO) has issued it a patent (7,353,270 B2) for its media and advertisement distribution and tracking system. The patented technology is a key part of Real Image’s out of home digital advertising solutions marketed under the brand name, QMedia. It is already in use as QCine digital cinema advertising in nearly 300 movie theatres across Tamil Nadu, Kerala, Karnataka and West Bengal. The company’s digital cinema division operates under the brand name, Qube Cinema.The patent, filed for in 2001, covers the concept and technolo- gy of audio-visual playout devices installed at different places where media is downloaded from a central server and scheduled for playout as Rajagopalan shares an example, saying, required. The Government of India had issued “Colgate, which used to advertise in cinema halls patent numbers 202969 and 202980 for this system many years ago, stopped advertising on the big earlier. screen because of lack of accountability. It has QMedia effectively uses this technology for the returned to advertising in cinema halls because of central control of advertising, with local control of this technology, which allows tracking, along with feature films and other content, through its media superior quality sound and video.” and advertisement distribution tracking and oper- Kumar says, “We’ve tried to make even ad agen- ating system. cies aware that with this technology, the sounds in Jayendra Panchapakesan, director and co- an ad can be enhanced to give remixed sounds for founder, Real Image, says, “Since the content cinema halls, rather than just mono sounds as moves via satellite, this eliminates all the logistical heard on television.” nightmares of sending ads physically to cinema Kumar (L) and Panchapakesan: speedy transfer Along with the 300 cinema halls using QMedia, halls and also ensures speedy content transfer.” five malls in the NCR and Jaipur use this technol- He adds that this technology gener- models. Another digital cine- ogy for around 100 screens. These malls include ates logs, which are sent to advertisers to ma service provider can the MGF Mega City Mall and the Metropolitan track whether the ads have really been license the technology from Mall in Gurgaon, the City Square Mall in Delhi, played at a particular cinema hall. The us as a layer to its own offer- and the Metropolitan Malls in Jaipur and Saket. technology offers advertisers flexibility ing; or a cinema hall can The company is sure that in the next five to 10 and control. M S Rajagopalan, vice pres- choose to go digital, where we years, all cinema halls in India will be digitally ident, QMedia, says, “One can schedule invest and manage the entire equipped. For now, Qube has converted about ads by date and day and even by morning, matinee, process.” In the latter case, Real Image will earn 650 cinema halls in India to digital, while anoth- evening or night shows.” around Rs 400-500 per show per theatre. er 1,000 or so have been converted by other Thus, if a morning show in a cinema hall is a Kumar shares that the cost of installing D-cine- digital cinema service providers, such as UFO children’s movie and the evening show is male ori- ma technology (which is required to play Moviez. Qube aims to convert another 800 by the ented, Raymond might choose to play its ad only Hollywood movies) is Rs 30-35 lakh, while the end of this year. In the US, around 4,000 cinemas during the evening show. As advertisers can also cost of installing E-cinema technology (needed to have gone digital. pick slots, Raymond could choose to play its ad at show Indian movies) costs Rs 10-12 lakh. Established in 1986, Real Image was instru- the beginning of the movie. The system works Digital cinema has given cinema advertising a mental in bringing computer based digital much like an advertiser getting his choice of adver- much needed boost. Advertisers such as Nokia, non-linear editing to India with Avid Technology tising space on the front page at a premium price. Parle, Reliance, Tata, Dabur, Cadburys and and for bringing digital cinema sound to India Senthil Kumar, director and co-founder, Real Colgate have come on board with Real Image to with DTS.  Image, says, “We work with different business advertise on digital cinema screens. [email protected]

30The Brand Reporter, October 1-15, 2008

NEWSTRENDS

BINDASS road. Currently, the cab is running in Mumbai and Delhi, but will be taken to Kolkata and Bengaluru soon. The international format of the show has won an Emmy award. Ashok Cherian, vice president, marketing, Bindass, says, “People usually pay money to hire Hanging in the Sky a cab, but here, you actually get paid for hiring the cab. Since the concept of the show itself is The youth channel has come out with the Indian version of Emmy award win- innovative, we had to ensure that the creative was ning show Cash Cab. By Surina Sayal equally clutter breaking. At Bindass, we try to do things differently, be it programming or t’s not every day that you see a vehicle mount- marketing.” ed on a hoarding. Bindass, the youth Cherian shares that the innovative hoarding entertainment channel from UTV, has went up on September 14, a day before the show launchedI a game show on wheels, Airtel Bindass was launched; it was up for a week. The process of Cash Cab, which went on air on September 15 at putting up the hoarding took about two weeks 7:30 PM. To promote the show, the channel actu- from ideation to execution because of the logistics ally put up a cab on a hoarding in Mumbai's prime and the permissions involved. advertising location, Mahim Causeway. He says, “We actually had to cut a taxi in half In the show, unsuspecting people get into a and mount it on the hoarding, but when seen from seemingly ordinary cab only to learn that this is no afar, you can’t make out that it’s only half a cab. ordinary taxi. They are actually on national televi- We’re doing the same hoarding at another location sion – with the unique opportunity to win a grand in Mumbai. This time, we’ve figured out how to cash prize of Rs 20,000 en route to their destina- mount the whole cab.” tion. To win the money, the passenger must give He says the innovation could not be executed the right answers to the questions asked by the in Delhi because of the city’s hoarding and ‘Cash Cab Haryanvi Jat driver-cum-anchor’, outdoor advertising laws. He adds, “We’ve seen Munish ‘Munna’ Makhija. that innovation does not need numbers. It does The questions get progressively challenging not need to be plastered across cities. Just one or and the cash increases apace. Incorrect answers get two high traffic locations such as the Mahim a strike and three such strikes get the passenger out Causeway get the eyeballs and create the required of the cab, irrespective of the distance remaining The show pays passengers buzz.” to his destination. The creative idea for the innovation and the The passenger also gets two lifelines to help for boarding the cab and overall campaign came from Vipul Thakkar and him when he doesn’t know the answer to any par- engages them in an inter- his team at Grey Worldwide. The innovation has ticular question. He can either call a friend or stop been executed by the outdoor agency, MOMS.  the cab and pose the question to someone on the esting game of questions [email protected]

YOUNG ACHIEVERS AWARDS 2008 The first award of the evening, was for Digital Person. Monaz Todywalla from Madison Media won this for her work on Cadbury A Step in the Right Direction Dairy Milk (‘A Twist in the Tale’). Awards Night was an enjoyable event The Movie Maker award in the recognising and Creative category was won by Amit appreciating Young Turks’ work. By Khushboo Tanna Sharma from Chrome Pictures for his work on Idea (‘Caste War’). he Advertising Club of Incidentally, Sharma was the only Bombay (ACB) held the first nominee in this category and was Young Achievers’ Awards Bobby Pawar and Amit Sharma nominated four times for his work. 2008T (YAA) on September 24 at Taj The last award of the evening, Land’s End, Bandra. The awards are Creative Person, was won by Shirin intended to recognise and honour Johari of O&M for her work on young talent in the advertising HSBC (‘Swimming Pool’). industry. The ACB plans to make The evening was made more YAA an annual event. entertaining by famous stand-up Nine awards were given out in comedian Ash Chandler, who had three main categories: creative, everyone in splits. A lively singing media and business. Santosh Padhi and Hetal Ajmera competition between the old FOTOCORP IMAGES The evening was managed by cronies of the industry and the Fountainhead Promotions and Name Agency/Client Award Young Turks, each with their own Events. Brian Tellis, chairman, Creative Awards bands, was another enjoyable act. Hetal Ajmera JWT Art Director Fountainhead, was the host for the Simone Patrick JWT Copy Writer To select the winner in this com- evening. Bhaskar Das, president, Amit Sharma Chrome Pictures Movie Maker petition, people in the audience ACB, gave the welcome speech. A Shirin Johari O&M Creative Person were expected to switch on the new committee called Young Turks, Business Awards Bluetooth function on their mobiles with Sunil Lulla as its chairperson, Anuj Sigh Digital Radio(Mumbai) Broadcasting Business Leader and download an application which was formed to manage the YAA. Shivani Suri Dhanda Reliance Communications Brand Marketer would enable them to vote for their Harman Dhillon Hindustan Unilever Brand Marketer Another interesting aspect of the Ritu Trivedi Lodestar Universal Media Person choice. Based on the audience votes, award was the trophy, which is the senior group were declared the Monaz Todywalla Madison Media Digital Person  shaped like a milk bottle and fondly Shekhar Banerjee Madison Communications Big FM Radio Award winner. called the Pappu Award. [email protected]

32The Brand Reporter, October 1-15, 2008

NEWSTRENDS ADVERTISING Dream Team Agnello Dias and Santosh Padhi are going to set up their own creative agency. Any enterprise headed by these stalwarts will be worth watching. A curtain raiser. By Savia Jane Pinto

hen two creative geniuses get together to work, creative sparks will fly. When they get together to run an agency - Wand their names are Agnello Dias and Santosh Padhi - you can be sure that they will churn out incandes- cent work. Agnello Dias, fondly known as Aggie, chief cre- ative officer at JWT recently announced his decision to move out of the agency. Santosh Padhi, better known as Paddy, is the executive creative director and national head of art at Leo Burnett India. “It was something that we had been discussing for a while now,” Dias told The Brand Reporter in an interview some weeks ago. When asked about the risk aspect of a new venture, this is what he had to say: “We’re pretty sure that this is the right time and we have to give it our best shot.” Currently, both ad geniuses are serving notice periods at their respective agencies and activively will get into stride only towards the end of the year. Dias and Padhi go a long way back. Padhi says that when he was contemplating moving to Leo Burnett from Mudra, Dias was in a way responsi- Dias (left) and Padhi: two is company ble in hiring him. Clearly in awe of the latter, Padhi who joined Leo Burnett in 1999 wanted to work tions the doubters will be asking. However, as copy Is the timing perfect? Says Padhi, “We feel this is with Dias so that he’d learn the smaller intricacies and art guys respectively, Dias and Padhi give each the right time to experiment with the market.” He of copywriting and how to integrate art with the other the right amount of space. That is a big help. goes on to add that they haven’t decided on a name copy. Both creative geniuses have had a good run at yet. Neither do they have a place from where After Pops (K V Sridhar) and Chax (K S their respective agencies and they couldn’t have they’ll operate or any client to work with. All they Chakravarthy) left the agency it was Dias who held had a better year. JWT and Leo Burnett picked up are sure of is that they will start a full-fledged cre- the reins for the next four years as executive cre- awards at every award show this year and the max- ative agency with a “good pool of fresh young talent ative director. During this time the duo worked on imum at Cannes this time. Leo Burnett and JWT which they can shape and the enjoy freedom to brands such as Bajaj Calibre, Eliminator and picked up six Lions. JWT’s Lead India campaign for take on as much work as they can actually handle.” Hitachi. The Times of India won the Lion in Integrated and Both believe that the work they’ve done in the But can two highly creative men get along well? Titanium categories, while Leo Burnett brought past will be enough to get them clients. The duo is Will work happen smoothly? These are two ques- home the first Cyber Lion. ready to take it slow. They totally expect their past work to talk for them. Padhi is quite practical about their chances. “We are thinking of giving ourselves two years and if things don’t turn out as we’d like them to, we’ll come back,” he says frankly. At a time when international agencies are look- ing at India with newfound respect and want to set up shop in India, why would two big creative guys not jump on the bandwagon, but start something by themselves? Says Padhi, “When you’re working at an agency, you’ve got to think like them and gel with them.” Dias has spent 12 years of his 18-year-old career at Leo Burnett. In 2005, he moved to JWT as vice president and executive creative director and grad- ually rose to be national creative director. In April this year, he was made chief creative officer. Padhi started off with Mudra Communications as a trainee visualiser. He moved to Leo Burnett in 1999 and has been there since, growing from sen- ior art director to ECD. Some of the brands that he has worked on are McDonald’s, Heinz, Mumbai Mirror, Bajaj Electricals, ICICI Bank and the con- troversial Luxor Highlighters. The new agency is  (Clockwise from top left): Leo Burnett’s ads for Sanctuary magazine, Maneland Jungle Lodge, Johnnie expected to be up and running by January, 2009. Walker and McDonald’s. Both Dias and Padhi were responsible for these campaigns. [email protected]

34The Brand Reporter, October 1-15, 2008

RADIO ADVERTISING GOING PLACES

Private FM radio stations are in a buoyant mood. It’s a mood that is shared by advertisers and media planners too. A reality check on the state of the radio business. By Justin Thomas

as radio’s time come? Ever since 2001, ing media planners and advertisers, an ever-widen- say: “Local flavour allows listeners to connect bet- when private FM radio stations made ing reach and on-ground brand activation, radio as ter in this medium.” And this connect becomes their entrance, this is a question that an advertising medium seems to be on a much stronger as radio stations get into on-ground activ- has cropped up every time anything is stronger wicket than ever before. ities in a big way. “Radio has become intrinsic in discussed about radio. It was a question that kept most savvy marketers’ plans,” asserts Prashant botheringH the players too. Now well into phase II LOCAL, AND MORE LOCAL Panday, CEO, ENIL (Radio Mirchi 98.3), which (which started in July 2005) radio stations seem adio as a medium is local and live, hence its clocked revenues of Rs 229 crore in 2007-08. confident. As are media planners and advertisers. impact is immediate and more effective. Praveen Malhotra, senior vice president, 92.7 BIG That acknowledgement came when four sta- “AdvertisersR were not using it as a genuine medi- FM echoes the same optimism. “Radio has shown tions hiked their ad rates in quick succession. First a steady growth. We are hoping that it will become off the block was My FM (from the Bhaskar one of the top medium of promotions,” she says. Group) which announced a hike of 15 per cent last “Radio has To get that, stations have to be present in as month. Three others, Radio Mirchi, Red FM and many places as they can. And the big three are well Radio City, announced hikes in the range of 15-25 become intrinsic on their way to chalking out big footprints. In two per cent within days of each other. Big deal, you’d in most savvy years, BIG FM has set up 44 stations while South say, on the small base that radio stations were actu- marketers’ plans.” Asia FM leads with 45. Radio Mirchi has 32. Radio ally charging. Also, with the festive season staring PRASHANT PANDAY City and My FM have 20 and 17 respectively. them in the face, stations would be daft if they did- RADIO MIRCHI However confident operators might sound, n’t raise rates. But the point is that this is the first isn’t it a fact that radio will remain choice No 3 for time in two years that they’ve upped ad rates. And advertisers after TV and print? Ashit Kukian, exec- no station had raised rates in the last festive season. utive vice president and national head (sales), Till some years ago, advertising in radio was an “Advertisers are Radio City 91.1 FM, agrees that the problem exists afterthought. If, after covering the usual medium, - most radio ads are extensions of a print or a TVC. the budget permitted it, an audio of a TVC would willing to “But,” says Kukian, “admen are taking interest in be played on the airwaves. Not any more. Some pay more planning for radio from day one.” stations have dedicated creative solutions teams for radio.” Radio’s share in the total advertising pie is still that craft advertising messages for this medium. HARRISH BHATIA minuscule – just about four per cent but Kukian Consider the figures. According to the Media MY FM believes that, soon, that figure will go up to seven- and Entertainment Report 2008 by FICCI and eight per cent. “Internationally,” he says, “radio PricewaterhouseCoopers, ad spends on radio are comprises seven to 15 per cent of the overall ad growing at a compounded annual growth rate of pie. This clearly shows the potential.” 24 per cent. From Rs 240 crore in 2004 it is expect- um. That has changed,” says Abraham Thomas, The spectrum of advertising options in radio is ed to touch Rs 1,000 crore in 2009. And, says the COO, 93.5 Red FM. Localisation is radio’s plus widening. In addition to vanilla product promo- Report, 60 per cent of this will come from private point. That is something TV is not equipped to do. tions or radio spots and contests, it also includes broadcasters (AIR makes up the rest). Led by will- Kajal Malik, vice president, Interactions has this to value-added propositions such as content integra-

38The Brand Reporter, October 1-15, 2008 COVERSTORY

“We believe in “It is time to “Our strategy this partnering clients develop new year is to focus on in their categories and each market campaigns.” new advertisers.” individually.” PRAVEEN MALHOTRA ABRAHAM THOMAS ASHIT KUKIAN BIG FM RED FM RADIO CITY tion, brand mentions woven in the RJ’s script and revenues cutting across all markets. Local advertis- WHAT’S NEW? ground activation directly involving the listener. ing varies from market to market. For instance, in ne of the big developments that happened in Is radio eating into other media’s share? “Yes,” the Hindi-speaking markets, we get a lot of adver- the last few months was the introduction of says Harrish M Bhatia, COO, 94.3 My FM. “The tising from GECs. In Bengaluru, real estate, retail theO radio audience measurement - RAM - data market for more expensive mediums like TV is and jewellery are top advertisers. In Mumbai, it is from TAM Media Research. What had affected the tight because of sluggish economic conditions. retail, real estate and education.” confidence of media agencies and advertisers Radio is value for money and is the preferred With so many stations, BIG FM is playing for before this was the lack of a universally acceptable choice of the advertisers.” New clients and new big stakes. Though it hasn’t raised its ad rates yet, measurement metric. There was the Indian categories are spending more. TV channel, tele- there are indications that it might do so very soon. Listenership Track (ILT) (from the Media com, real estate and education use radio regularly. “Compared to the coverage of radio a few years Research Users Council), a day-after-recall track- Ravi Kiran, CEO, Starcom MediaVest Group, back, the present situation is making the advertis- ing system, watch meters and TAM’s diary method pooh-poohs conclusions that radio is pulling ers sit up and take notice,” claims Divya (in this the audience keeps a diary and the data is advertising away from other media. “For a medi- Radhakrishnan, president, TME. collected every week). A fragmented system didn’t um with as small a revenue base as radio, it is naive Kaushik Ghosh, national sales head of Radio help. But the introduction of RAM changed that. to think that it has eaten into any other medium’s Mirchi is quite frank about the timing of the hike. “RAM data shows that radio stations offer the share”. But radio as a combination with other “The four month period of September-December best reach and time spent listening (TSL). It is bet- media is certainly looking more attractive. represents heightened retail sales across categories ter than newspapers. To that extent, we are due to festivals and the marriage season.” Ad rates requesting for only a nominal increase in rates,” WHERE THEY ARE COMING FROM had remained largely flat earlier because of the says Panday. According to planners, Mirchi’s rates, here are three kinds of advertisers on radio. in Delhi, for instance, are Rs 1,200-1,600 (for 10 National advertisers who want to be in multi- HAPPY DAYS AHEAD seconds). Red FM and Radio City were charging Tple cities, local representation of national brands between Rs 1,100 and Rs 1,200 in the same city. (Mumbai circle of Airtel, for instance) and retail (The growth of radio advertising) BIG FM, on the other hand, reportedly charges advertisers and SMEs, present in a single city or 1000 between Rs 700 and Rs 800 in Mumbai. My FM, are region-specific. which is not in the metros, charges Rs 500-800.

The metros have a healthy mix of corporate and 750 Do operators approach national and local retail clients with telecom, media, automobile advertisers differently? “When it comes to nation- being big spenders. Various TV channels use al advertisers, it’s about winning the client, 500 radio’s strengths to advertise new programmes. delivering and delighting him and then getting Local retailers such as real estate, shopping outlets, him to buy again,” explains Thomas of Red FM. 250 educational institutions and in smaller cities, car Getting local advertising is an educational process. dealers and telecom operators are key clients. Operators are going out and getting people to try 0 320 500 620 800 1000 This category of clients will increase as the FM 2005 2006 2007* 2008** 2009** out the medium. Then the waiting game begins. revolution reaches out and enters new cities, Source: PwC-FICCI Report on Media & Entertainment, 2008; Clients too know what they want. So operators towns, markets and villages. The implementation Figures in Rs crore *Estimates **Forecast have to create client-specific or customised solu- of phase III could see 800 stations fighting for tions and integrations to partner the brands in advertisers. At present, there are 240. Advertisers their marketing objectives. With a clear-cut target are discovering the power of FM radio and the competition that existed. While old players were audience, it is easier for advertisers to identify the benefits of using the medium for their brand. trying to establish, newer ones had rushed in medium and reach out to their audiences. According to Kukian of Radio City, “national jostling for space. The market had an unsettled advertisers contribute to about 70 per cent to our look. Now, radio operators want to push forward. SETTLING DOWN hase II saw some intense competition played out between radio operators. As the dust settles Thick on the Ground -P and before the third round of licensing is dvertisers on radio look for custom-made solutions with a mix announced - operators are declaring that this is the Aof on-air as well as on-ground activities. The activation busi- time to consolidate. ness generates revenues by putting together a bunch of Radio City has its plans ready. Kukian explains, advertisers with common interests – and then delivering a combi- “After creating a national brand last year, our strat- nation of on-air and on-ground solutions to them. egy this year is to focus on each market In many ways, the radio station puts its money where its mouth individually. Our extensive research findings is. Says Thomas of Red FM, “We have a team called Red Active. It showed that each market’s behaviour, preferences, creates solutions for on-ground activities for our clients.” In addi- listener psychographics are different. And the idea tion to product promotions, radio spots and contests, radio now is to address each one of these.” offers value-added propositions such as content integration, brand Reach coupled with TSL is what advertisers mentions woven in the RJ’s script and ground activation involving seek. And they are getting it too. But measurement the listener. “Most of the time, advertisers are interested in RJ mentions and OB links, which build advocacy for the is still not a widespread phenomenon. RAM has to brand. An OB link, for example, can spread word of mouth both on ground and on air,” says Malhotra of BIG FM. The move out of the four cities, it is present in and go station recently had a Chipak ke Jeeto contest with Hyundai’s i10 where the contestant who touches the car for the into more towns. longest period won the swanky car. It is not all commercial. Red FM held an all-women’s car rally between Mumbai Once measurement across multiple markets and Pune to create awareness about breast cancer. comes into force, the advertiser can cross-evaluate. On-ground initiatives are potent, targeted vehicles. They allow direct contact with relevant audiences at various That is when advertising spends on radio will critical touch-points in a non-invasive manner. It ensures direct quality interface with the core target group. explode. I [email protected]

The Brand Reporter, October 1-15, 2008 3 9 NEWSTVC YAHOO! Being Quick In this digital age, the tortoise may not really win the race. It’s about being fast, and searching fast. By Tarana Khan

ahoo! India has launched a new cam- looking for something new and this is how the paign in order to promote its slogan was coined.” advanced search among users in Amit Akali, group creative director, O&M India.Y The campaign opened with a TVC Bengaluru, says, “What makes the TVC inter- and radio spots and will soon extend to esting is its irreverence and whacky humour other media as well. which appeals to the youth. It is also about hav- In May, Yahoo! revamped its search pages, ing a young mindset.” which now show text, images and videos, relat- The script for the TVC was written by ed to the search keyword simultaneously in Deepak Joshi, senior creative director, O&M one page. The feature, called Glue Pages, is Bengaluru. The film was directed by Prasoon being promoted in the new commercials. Pandey of Corcoise Films. Pandey is also the The 50 second TVC shows a military exer- Akali (L) and Mehra: targetting the young mindset man behind the earlier Yahoo! India TVCs. cise in progress, where the men are instructed Akali says that a lot of special effects have to jump from a helicopter, count to 10 and then ported by a radio campaign. The creative agency been used in the TVC. “It was shot in the studio open their parachutes. A man with a severe stut- behind the campaign is O&M Bengaluru. and the actor had to rehearse the skydiving shot ter volunteers to go first. As he begins counting, Speaking about the campaign and the tagline, a day in advance. This was later juxtaposed with he is unable to go beyond a stammering “four” Nitin Mathur, director, marketing, Yahoo! India, the sky shot.” before he lands - says, “As a com- Yahoo! has also launched another TVC to pro- with drastic pany, Yahoo! has a mote its Yahoo! Messenger service. Mathur says, results. “As a company, we have a track record of “We are adding lots of social features in The voice over launching new Messenger, which will allow people to share that follows, track record of launching products very stuff, watch videos and play games. It will also explains the often, such as the allow status updates from other networks.” importance of new products very often.” improved home Beyond TV and radio, the campaign will being quick, and page, Glue Pages employ OOH and the internet for the campaign. how the new Yahoo! Search is faster because all and Local Search. That is what our theme is Mathur says, “We are doing outdoor advertising the relevant information is shown on the first about, looking at Yahoo! with a new approach in strategic locations and have also tried branded page itself. Yahoo! has also revealed a new tagline and in a contemporary fashion.” buses in select cities.” An online viral campaign through the ad, ‘Log on to New’. Malavika Mehra, group creative director, will be launched soon as well.  The TVC, running on major channels, is sup- O&M Bengaluru, says, “Youngsters are always [email protected]

DIAL 139 ing metros such as Delhi, Mumbai and Chennai. Shubhendu Ranjan Deb, general manager, marketing, Bharat BPO, Know-it-All says, “The media plan has been designed keeping in mind that these Indian Railways claims to know the answers to any query 30 cities get us 70-75 per cent of all calls, and these radio stations have that a traveller may have. By Dhaleta Surender Kumar the widest reach in these cities.” The brief for the agency, accord- ids often come up with inno- could marry his (the child’s) moth- ing to Deb, was to “present Dial 139 Four customer care centres in cent, yet embarrassing, er. The conversation is followed by as a travel companion and present it Noida, Ahmedabad, Mysore and questions, putting parents in a male voiceover: “You may not get in an interesting way.” Chennai handle specific queries that aK quandary. Bharat BPO, the busi- answers for some questions, but you Bharat BPO has four servers in can’t be handled by the IVR system. ness processing company that's will get them for all queries pertain- Delhi, Mumbai, Chennai and Deb plans to come up with a TV handling the Indian Railways’ ing to the Kolkata for commercial too, at a later stage. helpline number, 139, is using these Indian Dial 139, “Currently, we are addressing these questions in its radio commercials Railways.” Humour creates which has an 30 cities only. As the market grows to promote the number amongst The radio IVR system, and gets wider and there is an rail travellers. commercials stickiness in the answering opportunity to invite more people, Leo Burnett, the agency handling have been queries relat- we'll come up with a TVC,” he says. the account, has conceptualised two conceptualised audience’s minds. ed to booking On why humour was used, Deb such commercials. In one, a child is by creative railway tick- says, “People do not travel every day. heard asking his father why he is not director Sainath Saraban of Leo ets, PNR status, fare enquiry, So, to drill in recall of the number present in his parents’ wedding Burnett. accommodation, Tatkal seats, jour- 139, we had to present the commu- photographs. In the second, the The commercials for ‘Dial 139 – ney planning, concessions, nication in an interesting way. In same child asks his father why he Rail Sampark’ are being aired on cancellation rules, refund rules, this case, humour creates stickiness cannot marry his grandmother (his Radio Mirchi, Big FM, My FM and trains between stations and train in my target audience’s mind.”  father's mother) when his father Radio City, across 30 cities, includ- timings. [email protected]

40The Brand Reporter, October 1-15, 2008

POINTSOFVIEW Has ‘Measurability’ Backfired on Digital Agencies? Measurability was touted as a plus point for online advertising. Is that a problem for online publishers now? By Kapil Ohri ANJALI HEGDE SANJAY TREHAN ANISHA MOTWANI PRASANTH MOHANACHANDRAN Vice President, Interactive Avenues CEO, NDTV Convergence EVP, Max New York Life Insurance ED - Digital Services, OgilvyOne

INTERNET MARKETING ADVERTISERS HAVE THE RETURN I GET ON THE CONCEPT OF GENERATES A HIGHER DIFFERENT REQUIRE- ANY MEDIA INVESTMENT MEASURABILITY DEGREE OF INTEREST MENTS FROM AD IS CRITICAL. WE ASSIGN MEANT THAT THERE AND INVOLVEMENT SPENDS. THERE ARE TARGETS TO EACH WAS A COMPLETE AMONGST ITS USERS. ADVERTISERS WHO MEDIA INVESTMENT SHIFT OF RISK FROM THEREFORE, THE DIGITAL CONSIDER THE AND TRACK EFFECT- ADVERTISERS TO SPACE IS AN ATTRACTIVE ONLINE MEDIUM FOR IVENESS ACCORDINGLY. PUBLISHERS. advertising medium for most brand building and lead It could be through brand Therefore, publishers with generation activities while others measurable inventory which brands, especially, use it only for lead generation. track scores and GRPs for TV could perform and agencies automobiles and consumer The latter also consider branding ads or leads/footfalls for print. which could buy at the least risk electronics. But advertisers spends if the website can provide Lead generation is the to advertiser (read low cost-per choose to focus only on cost- the desired results. objective of all digital click) started doing better. Words Companies should realise that like performance marketing came per-lead. So the largest the online medium can be used campaigns but the means can to the fore with neither brand nor advertisers on the net for certain brand exposure be diverse. For instance, in a creative being immune to this. continue to be financial activities as well and that will not brand repositioning campaign, However, talks of brand services and web-based happen at zero cost. we designed an online game advertising dying are far-fetched. They are ready to spend on I think it had never taken off and businesses. Digital agencies television campaigns, which have which makes the consumer never will until it has measurable played a big part in this a high spill-over and are seen by experience our brand promise value. As we talk, models that will situation. Early on, given the a mass audience. Although there while ensuring that player- eventually be able to measure the lack of critical mass, we are chances that their target leads are captured. The brand advertising are being built. audience may have missed the ad Take search engine marketing. pushed “measurability”. on the television, they are still challenge is to develop While most felt it was the final Today, advertisers who run happy in doing so. In some ways, campaigns that seamlessly nail in brand advertising's coffin, campaigns across TV and it could be called lazy marketing. blend brand building and lead- I see it as proof that brand print - without a cost per lead There is a need to develop a generation. advertising works. In fact for measurement system beyond most companies the search (CPL) focus - flog the digital cost-per-acquisition (CPA) and We measure brand campaigns keyword that drives most traffic space to generate “leads” and CPL based on parameters such on click-through rates (CTR) is their brand itself. Add to that measure performance on as reach, context and exposure and cost-per-impression (CPI) the rise of branded content and CPL. But soon this of the brand. while lead-generation videos, with the power of That might take three to four measuring interaction and brand “measurability” will see years. campaigns are measured on advertising could just become internet advertising grow. CPL and CPA. more potent.

42The Brand Reporter, October 1-15, 2008

NEWSEVENTS CNBC AWAAZ Who is the Favourite? The CNBC Awaaz Consumer Awards 2008 honoured some of the consumers’ favourite brands - based on a Nielsen Study. By Khushboo Tanna

he CNBC Awaaz Consumer Awards were held on September 26, at ITC Grand Central, Mumbai. The award intended to honourT India’s most preferred brands across cate- gories such as consumer durables, telecom, FMCG, financial services, retail and automobiles. The win- ners were selected based on a consumer study - executed by The Nielsen Co - based on 10,000 respondents from 21 cities and 84 rural centres. afaqs! and The Brand Reporter were trade partners for the award ceremony. The awards category for consumer durables had two subcategories; the first one was for the Most Preferred White Goods Brand and the sec- ond for Most Preferred Consumer Electronics (Clockwise from Top) Manu Talwar, CEO, Airtel Brand. Both of these were won by LG. The tele- Mumbai, addressing the audience, after receiving com category also had two subcategories. The the Most Preferred Cellular Service Provider first was Most Preferred Cellular Service Award, as members of parliament, Sharad Pawar Provider which was awarded to Airtel, while and Praful Patel, stand by; actor Akshay Kumar Nokia won the Most Preferred Handset Provider with the Entertainment Brand Ambassador of the award. Year Award; and adman Prasoon Joshi in an The FMCG category had three subcategories. interactive session with Anuradha Sengupa, host of Hindustan Unilever won two awards in this cate- the advertising show, Storyboard, on CNBC TV18. gory; the first one for the Most Preferred Personal Care Brand while the second one was for Most The next category - consumer awards - had five viduals who made an outstanding contribution to Preferred Home Care Brand. Parle won the third sub-categories. The first sub-category - Most their respective fields. Actor Akshay Kumar won award for Most Preferred Food & Beverage Brand. Preferred Bank award went to State Bank of India. the Entertainment Brand Ambassador of the Year Life Insurance Award, while Lalit Modi got the award for Corporation of India Transforming Cricket in India. BSNL received ALL THE WINNERS grabbed the Most the Hall of Fame Award for high brand recall and Preferred Life Insurance maintaining its identity among the plethora of CATEGORY BRAND/COMPANY Policy award, while SBI brands available in the market. CONSUMER DURABLES Home Loans took the There was also an interactive session - Brand Most Preferred White Goods Brand LG Most Preferred India in which, Anuradha Sengupta, editor and Most Preferred Consumer Electronics Brand LG Housing Loan award. anchor, Storyboard engaged Prasoon Joshi, chair- TELECOM ICICI group got two man - Asia Pacific, McCann Erickson in an Most Preferred Cellular Service Provider Airtel awards - the Most interesting talk. “One needs to look at the ads Most Preferred Handset Provider Nokia Preferred Credit Cards with either a cultural eye or an organism eye,” FMCG Most Preferred Personal Care Brand HUL and the Most Preferred Joshi said. He cited examples of McDonald’s and Most Preferred Food & Beverage Brand Parle Auto Loan. Happydent. The former came to India as a fast Most Preferred Home Care Brand HUL The automobiles food chain, but lately has been positioning itself as FINANCIAL SERVICES category had two sub- a family restaurant, considering the Indian culture Most Preferred Bank State Bank of India categories. The first of the family having food together. Meanwhile, Most Preferred Life Insurance Policy Life Insurance Corporation Of India was for Most Preferred Happydent, Joshi added, fitted the organism Most Preferred Credit Cards ICICI Bank Credit Cards Most Preferred Housing Loan SBI Home Loans Car Brand which was approach, as it focuses on the ‘person’ rather than Most Preferred Auto Loan ICICI Bank Car Loans awarded to Maruti, the culture. He also said that amidst the clutter of RETAIL while the second - brands, people would eventually go with the Most Preferred Multi Brand Food Retail Chain Big Bazaar Most Preferred Two- brand that is closer to their hearts and lives. Most Preferred Fast Food and Beverage Chain Café Coffee Day Wheeler Brand was In agreement with Joshi was actor Kumar, who Most Preferred Lifestyle Brand Tanishq given to Hero Honda. said that he endorsed just a couple of brands, AUTOMOBILES Apart from these, which meant something to him, and reflected his Most Preferred Car Brand Maruti  Most Preferred Two-Wheeler Brand Hero Honda there were three special personality. awards given to indi- [email protected]

44The Brand Reporter, October 1-15, 2008

NEWSMEDIA AEGIS Being a Sport The media agency is serious about reviving Carat, giving a fillip to Posterscope and launching Velocity in India. By Savia Jane Pinto

atrick Stahle, chief executive officer, Aegis fident of making it big in the Indian market. Media, Asia Pacific, and the rest of the APAC Last month, Aegis launched its out-of-home team was in India for the annual manage- (OOH) division, Posterscope. The digital arm of mentP meet. This is the first time that the meeting Aegis, Isobar, stretched out its hand in June this was being held here; this only goes to show that year by taking a stake in the search marketing

Aegis is serious about the Indian market. agency, Communicate2. FOTOCORP On his visit, Stahle took time out to meet with Posterscope was earlier launched in India in a Stahle: confident of doing it right this time The Brand Reporter. joint venture with Percept in 2005, but this fell Speaking about the slow growth of Carat, apart a year later. to use OOH. which was launched in India in 1997, Stahle says, Other mergers and acquisitions, too, are way “It is necessary to understand the history of Aegis under though Stahle didn’t provide any details. Media in India. When Carat was launched, it had “OOH has more consoli- “These would include digital services and any- a good run for the first six years and, later entered thing that fits into the Aegis culture and is of use into a joint venture with Percept. But this alliance dation, as opposed to the to our clients,” is all he’s willing to say. didn’t work very well.” fragmentation in television, Apart from beefing up the team for Isobar, The partnership didn’t garner Carat the Aegis is also considering the area of sports market- momentum it expected and the alliance was magazines and print.” ing in India. “In India, where people are sport annulled. Stahle says that the annulment took a lot maniacs with IPL, etc, we will launch Velocity too, of time due to many legal processes in India; the “We are very serious about doing it right this when the time is right.” Velocity is the sports mar- divorce came through only in December 2007. time. The market is growing very fast because of keting and event marketing arm of Aegis Media in After this, Ashish Bhasin was appointed chairman, the burgeoning middle class,” says Stahle. the US. India, and CEO, Southeast Asia, Aegis Media. He points out that OOH is one of the few glob- Also, with most of Aegis’ international tools at The earlier hiatus, during which Carat saw the al media, like the internet. OOH, he says, has its disposal in the Indian market, global clients exit of many of its senior people, shook the standing more consolidation, as opposed to the fragmenta- would be more comfortable. This could be all that of the agency in India. Now that Carat is all charged tion that exists in television, magazines and print; the media conglomerate needs.  up to take off on a new, energised note, Aegis is con- and in a multilingual country like India, it is easier [email protected]

MAIL TODAY Looking Beyond

ome November 16, and the with full pre- compact daily, Mail Today, paredness. will be celebrating its first In Delhi, the anniversary.C Marking the run-up to compact claims to Suresh Balakrishnan the big day, Mail Today recently have a circulation rolled out an advertising campaign, of 1,30,000 copies, Balakrishnan ing in statements such as ‘Paper projecting and profiling the quintes- which is inclusive emphasises that Tiger that Bites’ and ‘Newspaper sential reader of the compact. of 90,000 paid the very nature Takes a Turn’. The recent campaign The Brand Reporter engaged subscription of brands shar- makes an attempt to capture the Suresh Balakrishnan, chief operating copies and 20,000 ing space with image and profile of the readers officer, Mail Today, in conversation that are discount- editorial content who are gravitating towards the to find out the major learnings and ed (distributed to on Mail Today compact and those who are already achievements of the compact and its hotels and educa- speaks volumes hooked on to it. It is consumer ori- expansion plans. tional institutes). about the pre- ented with punch lines, such as ‘I’m Balakrishnan says, “We entered The rest are complimentary. mium image that the compact enjoys. not fair. But I’m lovely’ and so on.” the market with our Delhi edition Balakrishnan clarifies that Mail For example, Jet Airways advertises He also believes that in the com- and it has taken us a while to firmly Today has never made any claims of only its international flights, rather ing months, all major publications plant our foot in a market largely taking on mightier newspapers. The than its domestic flights. Similarly, will review their plans of launching dominated by big newspapers such USP of Mail Today has been its size Nokia promotes its high-end hand- new editions or entering new mar- as The Times of India (TOI) and and the fact that it caters to a new set sets. There is little advertising, if any, kets, due to the rising newsprint Hindustan Times (HT). Now that of readers. Infrastructural develop- from local advertisers. costs. Even hiking advertising rates we have settled down and gained ments and rapidly growing cities Talking about image and posi- will not help much, because it will readers’ and advertisers’ confidence, riding high on Metro-like connectivi- tioning of the compact, not result in increasing the profit we are exploring opportunities to ty will undoubtedly see the growth of Balakrishnan says, “The launch margins. He finds this to be a big get into new markets.” the compact, which positioned itself campaign was meant to spread the crisis, because newsprint accounts Mail Today is minutely assessing as ‘The Stimulating Newspaper’. word about the entry of a new brand for 60 per cent of the costs of run- potential markets and finalising its Without sharing the advertising in the market. Advertising was ning a newspaper.  strategy to step into new regions turnover for the compact, product led - differentiated, reflect- [email protected]

46The Brand Reporter, October 1-15, 2008

Presenting Sponsor:

Associate Sponsor:

MUMBAI CALLING IN afaqs! takes Mobile Conversations, the Mobile Marketing event, to Mumbai. Among other topics, creativity in mobile marketing and the role of the phone were discussed - with case studies.

(From left): Moderator, Sandeep Singh of Quasar Media, Debraj Tripathy of OnMobile, Narasimha Suresh of TeliBrahma, Rajiv Hiranandani of Mobile2Win and Sanyog Jain of SMSCountry Networks Rajesh Jain of Netcore delivers the keynote address discuss the possibilities in mobile marketing

(From left): Shantanu Sirohi of Interactive Avenues, Meera Sharath Chandra of RMG Connect, Srinivas Gopal of Idea Cellular, Vinod Thadani of GroupM Interaction and Paurush Sonkar of ICICI Zubai Jandali of AdMob presenting a case study Prudential Life debate on how to make mobile a part of the marketing campaign

Rajeev Mishra of MeraMobi presents a case study

(From left): Sanjit Chatterjee of Flytxt, Abhay Singhal of mKhoj, Manish Sinha of Tribal DDB, Kunal Arora of Hungama Abhijit Saxena of MyToday with his a case study

Mobile and Saurabh Gupta of Phonethics Mobile Media on creativity in mobile marketing PHOTOS BY FOTOCORP

48 The Brand Reporter, October 1-15, 2008

Presenting Sponsor: BANGALORE

Mobile Conversations reaches Bengaluru. The event saw a packed house, which learnt how the mobile can play a role in the media mix.

(From left): Moderator Abhay Singhal of mKhoj, Debasis Chatterji of NetXcell, Debraj Tripathy of OnMobile, Narasimha Suresh of TeliBrahma, discuss the innovative use of SMS, gaming and mobile internet by advertisers Sanjay Vijayakumar of MobMe presents a case study

(From left): Paurush Sonkar of ICICI Prudential, Viraj Malik of Percept Knorigin, Gulshan Verma of Yahoo! India, Moderator, Vineet Gupta of Microsoft Advertising, India, in a session ‘Integrating Chaitanya Nallan of GingerSoft Media presents a case study mobile in the media plan’

(From left): Moderator, Tarana Khan of afaqs!, Julian Philips of July Systems, Saurabh Gupta of Phonethics, Vijay Parthasarathy of Mast Mobile Media, explore the creative aspects of mobile advertising Abhijit Saxena makes a presentation on MyToday PHOTOS BY RAHUL K.N/GEE IMAGES

50 The Brand Reporter, October 1-15, 2008

BOOKEXCERPT THE MINDHUNTERS By making innovation its key element in tapping new markets, some companies turned out to be the ultimate winners. Innovation is the integral driving force behind redefining any business. Here are two examples.

THE GAME - CHANGER: he human condition,” says and the products they HOW EVERY LEADER CAN Jeneanne Rae of Peer Insight, choose to buy and use is a consultancy that specializes another important aspect DRIVE EVERYDAY INNOVA- inT service innovation, “is a much of consumer under- TION more fruitful starting point given standing. The con- by AG Lafley & Ram Charan the level of competition today.” sumer-is-boss orienta- PENGUIN BOOKS INDIA You might think that P&G, of all tion - the understand- places, would know this. After all, ing and appreciation of Price Rs 399 the company created the first mar- the WHO as a whole Excerpted with permission ket research department and has person - is illustrated from Penguin Books India long been acknowledged for the in the following story of almost relentless way it seeks Carlos and Marta. knowledge of consumers. What it disposable income to be was not doing well enough, often THE STORY OF CARLOS much interested in what P&G has to enough, was seeing consumers as AND MARTA offer; as far as the top 15 percent, active participants in innovation. Through a gate on a backstreet in since P&G entered the country in Their role was essentially passive: Mexico City, into a courtyard, and 1948, it has done pretty well. But for responding to stimuli in experiment up two flights of stairs is the modest a time it was not as successful with after experiment to provide “quanti- two-bedroom apartment of Marta the middle 60 percent, which also tative research data” - numbers that and Carlos. Marta, thirty-two, is a happens to be where the most pop- could be crunched - instead of being stay-at-home mother of two basket- ulation growth is. “We have to win sources of innovation and inspira- ball-crazy girls; Carlos is an in this segment today, since the pro- tional partners in innovation. accountant at a car repair shop. portion of the low-income segment P&G needed to look at con- Their home is no larger than a will not decrease in coming years,” sumers more broadly. It tended to good-sized hotel room, with a tiny the P&G Mexico office concluded narrow in on only one aspect of the kitchen and a dining room just big in an internal study. It went on to consumer - for example, their enough to hold a table and four ask, “What are the business oppor- mouth for oral-care products, their chairs. There are no closets, so the tunities we have with them and hair for shampoo, their loads of couple has put up wooden shelving why?” dirty clothes and their washing for their clothing. The walls are Those are the right questions, machines for laundry detergents. scattered with family pictures; on and the failure to think them P&G had essentially extracted the the door is a printed prayer and two through was costly to us. In one consumer out of her own life (and, crosses. This home is truly their cas- case, innovation did deliver a better at times a particular body part as tle. They saved for twelve years, liv- product - but it still failed because of well!) and myopically focused on ing with Marta’s parents, to buy it. faulty understanding of the WHO’s what was most important to the Marta takes meticulous care of every beliefs and habits. In the late 1980s, company - the product or the tech- inch; even the family toothbrushes Ariel Ultra laundry detergent was nology. P&G has since learned to are kept in order, snapped to atten- launched. It delivered better clean- P&G essentially understand and appreciate her and tion by a device that hangs on the ing performance while using only her life - how busy she is; her job wall above the sink. Marta is P&G’s half as much. P&G saw this as a sig- extracted the con- responsibilities; the role she plays kind of consumer. And, in fact, she nificant benefit because most lower- for her children, husband, and other is a P&G consumer - Ariel laundry income households have limited sumer out of her family members; and her personal detergent, Downy fabric softener, storage space - a single shelf, like in and family aspirations and dreams. and Naturella feminine protection. the kitchen of Marta and Carlos. own life and This has enabled the identification Carlos makes the equivalent of Ultra also had enzymes that deliv- of innovation opportunities that about $600 a month, almost exactly ered better cleaning. So convinced myopically focused truly provide meaningful solutions the country’s average. In P&G was P&G that it had a big winner to her household and personal-care terms, the family is part of the that most of production was on what was most needs and wants that otherwise Mexico lower-income consumer switched over to Ultra and a huge wouldn’t have been discovered market, which is defined as house- campaign was initiated. Mexican important to the through more-traditional, more- holds with income between $215 women told P&G otherwise. For narrow, and often more-superficial and $970 a month. These families one thing, they didn’t believe that company - the methods. account for about 60 percent of the they could really get their laundry product or the Understanding how a family’s country’s 106 million people. clean by using so little. For another, income influences the daily deci- The poorest 25 percent of Ariel Ultra didn’t foam. Many technology. sions they make about the brands Mexico’s people do not have the members of lower-income house-

5 2The Brand Reporter, October 1-15, 2008

BOOKEXCERPT

The “consumer closeness pro- tener, rinse, rinse. No problem if all gram” developed ways to get people this is just a matter of pressing a but- literally closer to the consumer. ton every once in a while. But it’s no Living It is a program in which P&G joke if you have to walk half a mile employees live for several days with or more to get water. Even semiau- lower-income families. tomatic machines require that water Downy Single Rinse is one high- be added and extracted manually. ly successful example of how to And if you get the timing wrong, the convert insights from such experi- water supply might run out in the ences into profitable products. In middle. “The big ‘aha!’” says Carlos the early 2000s, the Mexican market Paz Soldan, vice president of P&G share for Downy fabric softener was Mexico and Central America, was low and stagnant. P&G wasn’t sure discovering how valuable water is to what could be done about this since lower-income Mexicans. “And we the assumption was that people who only got that by experiencing how didn’t have washing machines didn’t they live their life.” use softener. Not wanting to com- Putting it together, here is what promise the Downy brand by drop- was known. Lower-income Mexican ping the price too much, the deci- women liked to use softener; they sion was made to see if something had high standards for performance; specific to the needs of the lower- and doing the laundry was arduous, income consumer could be time consuming, and required plen- designed. ty of water for multiple cleaning and One of the things P&G people rinsing steps. These ideas were put noticed - often to their shock - by through the wringer, doing the kind Living It and similar experiences of large-scale quantitative research was the problem of water. Before that P&G is known for. They stood the Europeans arrived in the six- up to the scrutiny. teenth century, Mexico City was Having identified a problem to surrounded by a lake; now it is solve (making laundry easier and less parched. Suspicion of drinking water intensive) and a consumer ben- water is high; Carlos and Marta buy efit, all that was left was to figure out bottled water, as do a large propor- was what product to offer. Specs for tion of families who make much less performance and target costs were than they do. Millions of rural sent to the labs, and they came up women still lug buckets back from with an answer: Downy Single Rinse. wells or communal pumps; in the Instead of a six-step process, DSR cities, many have running water for reduced it to three - wash, add soften- only a few hours a day. Most homes er, rinse. Cutting down on the num- do not have fully automatic washing ber of rinses saves enormous time, machines; even fewer have dryers. effort, and water. DSR was launched Living It is a program in which P&G All this makes doing the laundry a with the endorsement of the Mexican seriously draining chore. water and environment agency. There employees live for several days with At the same time, lower-income were lots of in-store demonstrations Mexican women take laundry very, so women could see it work. lower-income families to understand very seriously. They cannot afford to DSR was a hit from the start. buy many new clothes very often, Hidalgo recalls when he told one them better. but they take great pride in ensuring mother that he had worked on DSR, holds do manual labor and are that their family is turned out well. her face lit up. “She thanked me,” he acutely conscious of odor; they con- Sending your children to school in says, with satisfaction, “and asked sidered foam a signal that their per- clean, ironed, bright clothing is a me to please bring more of these spiration was being rubbed out. “We visible sign of being a good mother. kinds of products to her life.” totally missed how important aes- On Marta’s wooden shelves and Hidalgo is, of course, trying to do thetics and visual signals of per- hangers, every single item, from just that. formance were to the low-income jeans and T-shirts to Carlos’s suits, Particularly when innovating for consumer,” says P&G’s Herrera is tautly ironed - and she is the rule, lower-income markets, it is impor- Moro. In a matter of months, Ariel not the exception. P&G found that tant to think about affordabiIity, not Ultra was discontinued from the Mexican women spend more time price. Lower-income consumers are market. He put it bluntly: “We on laundry than on the rest of their price sensitive, of course, but the could have understood. We housework combined. More than better way to think of it is that they should have understood. We 90 percent use some kind of soften- are value sensitive. didn’t so we failed.” And this er, even women who do some or all By listening to women like was not the only time P&G of their laundry by hand. Marta, a trusted brand and a prof- missed the mark with the “By spending time with women, itable product was created. Marta lower-income consumer. we learned that the softening positively purrs when her nieces tell Starting in about 2001, process is really demanding; it her, “Your clothes smell so good.” P&G changed tack. To reach required a lot of energy and time,” the middle 60 per cent, it had recalls Antonio Hidalgo, P&G brand BREAKING INTO A NEW to know them better. All it manager for Downy Single Rinse at MARKET BY UNDERSTAND- really knew was there was a the time of its debut in March 2004. ING THE WHO gap between what it was A typical load of laundry went Another example of deeply under- offering and what the majori- through the following six-step standing the WHO comes from ty of Mexicans wanted. process: wash, rinse, rinse, add sof- Nokia, which adapted its business to

5 4The Brand Reporter, October 1-15, 2008

BOOKEXCERPT

conditions within India. In the one town to another, or who lost HCL partnership has endured since process, it has come to dominate the touch with family members - even the outset, even as Nokia has, at the Indian market for cell phones. spouses - for months at a time. But same time, expanded its distribution All too many companies trying to while the people at Nokia imagined and partner network. tap into the booming markets out- the possibilities, they didn’t assume The India business development side the Western world - China, they knew exactly how to meet team talked with a huge number of India, Brazil, and Russia, for exam- India’s mobile phone needs. They Indian consumers and soon realized ple - tweak product offerings and first assigned a carefully chosen that the mobile phone would have then “push” what worked in their team with a broad mandate to to meet many different needs and be traditional markets. Nokia’s success understand the Indian market from used under a variety of conditions. in India is based on its being attitu- the ground up. While the team The team landed on what Shiv dinally willing to accept that “what included Nokia employees from Shivakumar, Nokia’s vice president worked here is not likely to work California and Finland, it was slant- of sales in India, refers to as “a digi- there.” They were psychologically ed toward native Indians, for the tal convergence at the bottom of the open to the possibility that their obvious reason that they would have market” - that is, the idea that a existing conceptions and capabilities a better ear for listening to and a mobile phone could also function as - indeed, their entire business keener eye for observing local tastes, an alarm clock, a radio, and a flash- model - might not apply. values, habits, and culture. light, products that cost 700 to 900 Understanding and catering to As Nokia was making the effort rupees ($14 to $18) apiece, at that the needs of a new market is not just to understand the Indian market, it time. (As of this writing, it would be about marketing, it is also a funda- looked at the other side of the coin $17.50 to $22.50.) People would mental business challenge. Being as well and ensured that the new need to use the phone in arid condi- open-minded and willing to listen Indian employees understood tions with a lot of dust, in bright sun and probe for insights about not just Nokia. They were brought to head- that created a lot of glare, and in hot, the product, brand, or advertising, quarters in Finland for several humid places where hands got but also the distribution system, the weeks of intensive training. Explains sweaty and slippery. Moreover, the supply chain, and other aspects of Tero Ojanpera, Nokia’s chief tech- vast population of people living in the new market, are crucial. This nology officer: “We relocate people Indian villages have neither plumb- information is the raw material for to headquarters for a while so that ing nor electricity and are extremely innovation. Building an organiza- they get to know people in the com- poor. Their ability to afford a phone tion that can unearth and act on pany, and understand the company increases when multiple families these insights provides the strategic culture. This is especially important use the same set. With electricity and organizational agility to stay if they were recruited from outside. scarce in many places, lighting was a ahead in different markets. Then when they return to the coun- problem. Learning, curiosity, and probing try where they are going to work, These keen observations pointed for the precise need gives you that they not only have a deep connec- to desirable product features: a bet- Nokia’s biggest edge. That is what led Nokia to dis- tion with the local culture, but they ter grip, a dustproof phone, a built- cover that building the market for also have Nokia culture in their in flashlight, a polarized screen. insight was that it mobile phones in India would take veins. They get a viewpoint that is Nokia India, Nokia Global, and more than a few tweaks to its exist- both global and local.” Frequent vis- HCL discussed the issues with the recognized that big ing product. What India required its from Nokia senior managers and aim of identifying a product that was a new business model, and product development people also could be built off Nokia’s technolo- retailers were Nokia created it. reinforce Nokia culture. gy platform and in keeping with the Nokia’s senior leadership knew Early on, Nokia recognized that Nokia brand at the right price. unwilling to sell the market for mobile phones in getting mobile phones into the The “right” price wasn’t neces- mobile phones, so India could be huge. When Nokia hands of India’s vast population sarily rock bottom. Indian users first set its sights on India in 1996, would be a major challenge. The big couldn’t afford the price of a mobile it would have to only one out of a hundred Indians retail outlets selling durable con- phone in the Western world, but had a landline phone. The Nokia sumer electronics wanted nothing they were willing to pay for value. create its own dis- team imagined how significant to do with the nascent mobile phone Initially, the price was about $50, mobile communications could be to market, because margins per hand- down to about $20 as of late 2007. tribution system. people who otherwise delivered set in absolute terms were too slim Those pricing levels enabled Nokia messages by riding a bicycle from and volume too low. Ojanpera to provide what Indian consumers explains, “We realized just how dif- wanted and still have desirable mar- ferent this market is. To reach this gins. As president and CEO Olli- vast market, we needed to redesign Pekka Kallasvuo explains, “Some the whole business model from people try to optimize for cost in scratch: the price points, the value developing markets, but you may propositions, the product design, need to spend a little more to design and also how we market and distrib- and produce a better product.” ute.” Nokia finds, for instance, that some Nokia turned to HCL, a person- 63 percent of Indians look for style al computer manufacturer and dis- when they buy a phone - which for tributor, to help it crack the distri- some means it has great technologi- bution nut. HCL shared Nokia’s cal features; for others, appearance is vision of affordability and distribu- what counts; and still others, the tion far beyond traditional electron- sensory aspects, like the screen and ics stores that carry products with keypad, are appealing. much-higher price points. HCL Nokia’s biggest insight, however, also shared many of Nokia’s values had nothing to do with the product and became a true partner. Many itself. It recognized that because the companies change distributors every big retailers were unwilling to sell

COURTESY: JMD ENTERPRISES, PHOTO: SUSHIL KUMAR two or three years, but the Nokia- mobile phones, Nokia would have

5 6The Brand Reporter, October 1-15, 2008

BOOKEXCERPT

to create its own distribution system. Nokia and HCL’s insights Indian market also provides the Here again, by being close to the extended to the motivations and fuel for continual innovation. For market and taking time to under- needs of the individual vendors, instance, Nokia has identified stand the particulars of the country discovering that they expected to seven distinct market segments, without being tainted by previous make their money by turning over each with its own priorities. success, the Nokia team found a the merchandise quickly, not from Ojanpera says, “Results are now solution that worked for the Indian high margins. The main concern showing that we seem to have done market. They developed a network was velocity - how quickly the ven- something right. We have been able of people willing to sell Nokia dors could sell their items. The to sustain reasonable margins at phones from small stands, about the vendors did not want to have their those very low price points, which size many vendors use to sell fruit money tied up in inventory, even none of our competitors seem to be overnight. Fruit vendors typically able to match at this point of time.” emptied their cart by the end of the Product features designed for the The right product at the right price sold day. Vendors selling mobile phones Indian market are now part of the expected to do the same. Recently, portfolio other country teams can through outlets located anywhere gave existing retailers such as pharma- draw on as they expand to places like cies and supermarkets have begun Indonesia and sub-Saharan Africa. Nokia tremendous acceleration. to sell Nokia mobile phones. As But even if members of the Nokia Shivakumar explains, “Now people India team are involved, you can be and vegetables all across India, from realize that mobile phones actually sure they will work hard to define the bustling cities of Mumbai and increase foot traffic, so every the needs of the new local market. Delhi to the tiniest villages in the organized trader or big retailer As Ojanpera says, “It is about hinterland. Nokia, in partnership wants to sell mobile phones.” In being close to the market and realiz- with HCL, found people who were fall 2007, there were one hundred ing the diversity of the market and interested in the opportunity and thousand retail outlets selling then innovating very close to the trained them. There were plenty of Nokia products. market. There is no way our people entrepreneurial people eager for the Nokia now dominates the in corporate headquarters can real- chance to make a decent living. The Indian market for mobile phones ize what is going on in India, or right product at the right price point by a wide margin. It has established what is going on in Africa. Every sold through tiny outlets that could manufacturing and R&D facilities location is different, and requires an be located just about anywhere gave in India, allowing the product open mind and fresh thinking about Nokia tremendous reach and accel- innovation cycle to move even the product and every element of eration. faster. Getting deeper into the the business.”

INTERNATIONALNEWS

>> PRINT >> GENERAL MOTORS Lifebuoy: Kitten kitten is lying on a plate. The Atagline reads ‘You eat what you Media touch’. Woes n an effort to deal with the slow- down in the US economy, General IMotors has plans to “pull back slightly in all media types” in 2009. Though the automaker’s ad spend, especially on the digital media has been on the Advertising Agency: Lowe, rise, the company had long been cut- Jakarta, Indonesia ting down on its TV spend for quite consultant AutoStratagem, there is Creative Director: Firman Halim some time. GM has plans to hardly any way out. Art Director: Andruya Andrus The US automaker, which lost “Their overriding challenge is: Copywriter: Anton Jaya $15 billion in the last quarter, will “pull back slightly How do you manage eight different also not be advertising during the brands?” Gorrell said, adding, “While >> TV football championship event Super in all media GM is profitable in other parts of the Bowl, along with dropping out of its world, the company’s situation in the Lucky: Lucky you long time sponsorship of the 2009 types” in 2009 US is an albatross around its neck. he ad shows leaf-headed people Academy Awards broadcast on ABC. Though analysts like Fran GM needs to survive in the short Tescaping freak accidents like Mark LaNeve, VP - vehicle sales, O’Hagan, president of consultant term.” escaping a falling wooden box while service and marketing, GM, said that Pied Piper Management Co, believe GM sold 2.13 million new cars walking down the street. The tagline the company has already implemented that advertisers that slash ad spending and trucks in the US through reads ‘Lucky you’. more than half the ad spending cuts it stop generating consumer demand, August, or 18 per cent fewer than the planned for the remainder of 2008. according to Dan Gorrell, founder of same period a year ago. 

>> HUGGIES AND PULL UPS >> BLOGGERS Blogging Players

Advertising Agency: TRY Reklamebyra, Oslo, Norway Parenting Advice Creative Director: Kjetil Try Art Director: Thorbjørn Ruud p to now Kimberly-Clark was helping out moms only with diapers and other baby products, but now >> PRINT theU US based paper products maker will be handing out parenting advice to Hispanic moms. Denver Museum The initiative, backed by Kimberly-Clark’s Huggies and Pull-Ups, has been started with the aim of fostering a com- of Nature & munity-like feeling amongst Hispanic moms - experienced, new and expectant - by asking experienced moms to share n an interesting push by Major League Baseball, play- Science:Bathroom traditions and advice with the new and expectants. Iers are showing their expertise at blogging instead of dinosaur is shown hiding in a bath- The programme called ‘De mama a mama’ (Mom to baseball. The effort, part of the ‘There’s only one Aroom. The tagline reads ‘They’re mom) provides a platform to mothers to jot down tips October’ shows players most likely to make the playoffs just waiting to be discovered. More that they think might come handy for other moms at at their computers blogging about their excitement than half of the world’s dinosaur HuggiesEnEspanol.com and PullUpsEnEspanol.com and about the upcoming playoffs and World Series. species haven’t been found.’ enables a dialogue on the thoughts put up by fellow The push has been made by McCann Erickson, New moms. York, and MLB Productions, New York, features play- The company is also planning to compile all the ers like Torii Hunter and Mark Teixeira (Los Angeles contribution that will be put up online in a book espous- Angels of Anaheim), Evan Longoria and Carlos Pena ing Spanish culture based parenting advice. (Tampa Bay Rays), Jermaine Dye and A J Pierzynski Isabel Gomez-Bassols, host of Univision Radio (Chicago White Sox) and Kosuke Fukudome and Cadena’s live call-in show Doctora Isabel, El Angel de la Aramis Ramirez (Chicago Cubs). For each unique spot, Radio said in a conversation with Advertising Week, images of the blogging players are interspersed with “Child-rearing in the Hispanic culture is almost always a video highlights of the featured club and its rivals. collective endeavour involving continuous input, The campaign will also feature Fox and TBS’s person- consejos (advice) and support from all female members of alities -- Jeff Foxworthy, Frank Caliendo, Randy Jackson, the extended family - from mothers and grandmothers to Bill Engvall, Timothy Hutton, and Stewie from Family Guy Advertising Agency: Carmichael aunts, sisters and sisters-in-law.” as the channels will air post season games. Lynch, Minneapolis, US As an incentive to participate all the participants will be The digital theme is carried out online at Creative Director: : Jim Nelson automatically entered in a sweepstakes accompanying the MLBlogs.com with a post season blog maintained by Art Director: Brad Harrison outreach program. The sweepstakes runs through Nov. 30 actor Rick Gonzalez while radio, print, Internet and Copywriter: Ellie Anderson and is comprised of five grand prizes.  Hispanic versions of the TV spot too are lined up 

6 0The Brand Reporter, October 1-15, 2008

INTERNATIONALNEWS >> CHINA >> MADISON AVENUE Sensitising Madison Avenue

fter the European Parliament asking the advertising fraternity to stop gender stereo- typing,A it’s the turn of Madison Avenue to start a movement against stereotypical portrayal of the lesbian, gay, bisexual and transgender community. Michael Wilke, executive director of Commercial Closet Association, a non-profit organisation has drafted a letter to educate the ad industry on the preferred ways to incorporate or refer to the aforesaid community in advertis- ing. The letter’s signatories include New York city council speaker Christine Quinn and Testing Times Nancy Hill, CEO of the American Association of Advertising Agencies. In an interview with Advertising Age, Wilke hina’s tainted milk scandal has prompted director of Asylum in Singapore, believes that the said the movement hasn’t been sparked off by some of the South-East Asian countries to milk scare would only impact the brands in the any particular incident or a campaign but rather Cpull off all those products which contain Chinese short term. “It will not have a very big impact in a “critical mass of things that have been fol- milk. What has made the scandal worse is the fact the long term. What the brands involved in this lowed by the media that are showing a greater that thousands of children have been hospitalised scare need to do is to do adequate testing and awareness and the potential for change. I guess in China after consuming milk powder contami- issue statements about their products being safe,” you could say I was looking to create momen- nated with the industrial chemical melamine. remarked Lee in the magazine, Media. tum on those things.” Singapore’s Agri-food and Veterinary Authority With many countries pulling the rug under Wilke cited some recent ads from Nike and (AVA) has decided to suspend the sale of products such products the going does not seem so easy. Snickers that were considered homophobic as using milk from China. Following the lead “Consumers have long memories and most con- part of that critical mass, adding, however, that Malaysia and Brunei have also announced bans on sumers will ask: ‘Can I trust it again?’ So the the marketers’ responses to such initiatives leave milk products from China. brands need to actively communicate their quality much to be desired. “More often than in the past, The scandal has raised big concerns amongst control and management initiatives,” remarked advertisers are taking (insensitive ads) down products using Chinese milk over the effect on Neil Hudspeth, CEO of The Brand Union, Asia- quickly when they realize they’re not being well- the reputation of their brands. Chris Lee, creative Pacific in Media.  received - and not usually with an actual apology, just acknowledging things are not going well.”  >> VIDEO MARKETING >> YANKEE GROUP In-Game Advertising ith video gaming gain- ing new footholds Weverywhere, advertising within games should natu- rally have been a popular medium for brands. However, according to a study by the Yankee Group, Online Pull global spending for in-game ads is not even $200 mil- nline video marketing is giving the travel and lion; the reason being it had Otourism industry a boost the world over. The latest proved to be very difficult to join the bandwagon of displaying tourist spots online to measure the ROI on such is the Las Vegas Convention & Visitors Authority. advertisements. The Las Vegas authority has sought partnership But with 36 per cent of with YouTube to create a brand page in a bid to pro- the gamers actually buying, vide that pull to the travellers. The page has already talking or seeking more been up and running for the past three weeks. This information about a product might also push Google, the parent company of after watching its ad in a video game, the situation Nike, Burger King, Axe, Pepsi and Pontiac. YouTube to come out with a separate category for might be in for a pleasant change of scenes. “Burger King’s goal is always to engage gamers in travel videos. Nielsen Games sampled 534 active video game the BK brand through a medium they love,” said “We believe it makes a lot of sense for the travel players last month and came out with a result that Brian Gies, vice president, marketing at Burger industry because it is so experiential and sight-, sound- said that 11 per cent of them actually purchased a King. “Throughout, it’s been about knowing the and motion-focused, especially when it comes to brand that was advertised in a game, while 19per target audience (young adult males) and finding online, which is very direct-response focused,” said cent and 10 per cent talked about it and recom- relevant ways to reach them through great con- Rob Torres, managing director at Google Travel in a mended it respectively. sumer experiences.”  conversation with Advertising Week.  Coke was the most recalled brand followed by Compiled by Chhavi Tyagi

6 2The Brand Reporter, October 1-15, 2008

NEWPRODUCTS Sponsored by Gaming Bonanza Console gaming gives an adrenaline rush to the gaming lovers. And to cater to the ever increasing demands of the gamers, Sony has launched its new PlayStation 2 (PS2). Sony Computer Entertainment Europe (SCEE) has rolled out the new series of PS2 in the Indian market that claims to be a styling fit in the living room of the gamers who are looking forward towards console gaming. Selling Point: The new PS2 model comes in duo-shade look and sleek- er design with an in-built AC adapter. As a special festive season offer Mexican Tadka there is one free game with every PlayStation 2 purchase. The com- To give a touch of Mexican crafts- pany has come up with a wide range of attractive games with a manship to art lovers across starting price of Rs 499. India, Hansiba, the flagship brand Price: At Rs 6,490 it is available at Planet M, Music World, of Sewa Trade Facilitation Center Landmark, Croma, Reliance Digital, Jumbo, Odyssey, Hypercity, (STFC) showcased a contempo- Sony Exclusives, The Mobile Stores and Sony World stores. rary Mexican craft exhibition. The brand of rural artisans claims to Beautiful You have created a niche for itself by VLCC has launched Pediglow Foot Care Range from the stable of combining the age-old embroidery its personal care products. It offers a complete range of foot care techniques with modern designs products – Pediglow Foot Kit. The range in the kit includes a and contemporary fashion. scrub, cleanser, foot cream and foot spray. Made with walnut and Selling Point: The array of folk seaweed extract the foot scrub claims to help in exfoliating dead art being displayed is embroidered foot tissues and stimulates blood circulation. Its foot cleanser is by the rural artisans of STFC. made of soapnut and costus extract that promises to revitalise Hansiba’s art work includes brass sore and tired feet. pottery, flowerpots, trays, glasses, Selling Point: The product claims to be inspired by nature and jewellery boxes and baskets is made with active herbs, exfoliating fruit extracts and plant Price: Within the range of Rs derived oils promise to smoothen tough and stressed out feet. 1,000 to Rs 54,000, the collection Price: It is available across all 125 VLCC centres at Rs 295. is available at Hansiba Boutique,

Style Mantra With travelling becoming an integral part of corporate lifestyle, smart travel Garden Fresh gear that oozes style has become indispensable. Keeping this in mind, Henkel India has launched a range Mandarina Duck, an Italian luxury fashion brand unveiled its new travel collec- of air fresheners from Renuzit to tion that includes soft luggage with business cases, backpacks, handbags and help create a fresh feel at home. accessories. The collection promises to be a fusion of practical and functional Selling Point: The air freshener features with modern fashionable styles and colours. promises to eliminate odour while Target Group: This new travel collection is for the urban mobile executives filling the space with pleasant fra- who are always on move. grance at the same time. Its Selling Point: With extra compartments and special features these travel bags aerosol sprays are available in promise to keep your travel clothes and personal items protected. The accessories of five exotic fragrances - After the the luggage include fold-away tow bars, ergonomic grip, soft handles, three-digit com- rain, Dream garden, Citrus sun- bination padlock and wheel-bearing in self-lubricating sintered bronze. burst, Crisp Cotton and Cool Price: Rs 15,000. It is available at G 53, Ground Floor, Select City Walk, Saket, Delhi. Morning Air. Car fresheners are available in two fragrances - After the Rain and Hawaiian Sunset. Its Royal Touch super odour neutralis- Diwan Saheb, a name that claims to have a legacy of revolutionising men’s ers are also available haute couture in India, recently introduced a new luxury line Royale. The in two fragrances - ensemble comprising designer western suits, tuxedos, sherwanis woven in After the Rain and silk and gold, Jodhpuris, shirts and trousers for formal and casual occasions. Pure Breeze. The collection also includes accessories such as cuff links, gold and silver Price: At the plated collar bones, bows, safas, jootis, wallets, belts and shoes. range of Rs 75 to Selling Point: The brand claims that the hallmark of Royale is in the Rs 175. These unusual shapes, lines, colours and fabrics that promises to be a dress code products are conceived to communicate and detailed to the last stitch. available at all Price: The collection is available in all Diwan Saheb stores across the coun- leading depart- try apart from the exclusive store for Royale in Ludhiana within the price mental stores. range of Rs 2,500 to Rs 3 lakh.

JOBSWITCH JOBSWITCH Organization Name: afaqs! will lead the initiative requirement. aggressive pitching and making Positions: President - Events independently, reporting to the Email: [email protected] presentations. The incumbent Location: Preferably Mumbai CEO. Events will be an ...... should be a multifaceted Profile: afaqs! is India’s largest and independent profit centre. The Organization Name: CMM India advertising professional with the world’s second largest website applicant should have about 15 Positions: Account Director excellent skill sets to strengthen the in its space. After its success online years’ work experience in an ad Location: Mumbai agency’s presence in Mumbai. The with afaqs! and in print with The agency, a media company, B2B Profile: The candidate would be profile would require the applicant Brand Reporter, the company has activation or in an allied field. expected to have sound advertising to have 4 to 6 years experience in been moving aggressively into Email: knowledge and an entrepreneurial advertising agencies of repute with events. In the last 12 months, it has [email protected] attitude. The person should be an a highly achievement oriented and held events such as ‘Speed to ...... ever-evolving, fun loving person committed personality. Market’, ‘Buzz Convention’, ‘101 Organization Name: Larsen & who puts 'team' before 'self' with a Email: Markets: India Beyond the Metros’, Toubro Limited minimum of 5 years with any [email protected] ‘Mobile Conversations’ and ‘Sports Positions: Media Professional medium/large agency...... Marketing Summit 2008’. afaqs! Location: Mumbai Email: [email protected], Organization Name: Xebec wants to use a variety of events – Profile: The candidate should have [email protected] Communications Pvt. Ltd. even beyond conferences – to bond atleast 5 years of experience in ...... Positions: Manager - Business with and monetize its community media planning, buying and Organization Name: Flags Development of more than 150,000 unique operations. As, the work profile Communications Pvt. Ltd. Location: Bangalore visitors each month. They are would be dealing with Media Positions: Branch Manager Profile: The applicant should have looking for someone who can planning, buying and operations. Location: Mumbai prior experience in business visualize, plan and oversee a range Knowledge and exposure to OOH Profile: The candidate would be development while being able to of big and exciting events of truly would an advantage. Good responsible to lead the branch develop brand strategy, make international standards – the kind communication skills with efficiently as a profit center head. presentations to the clients and that have not been seen in India in excellent contacts with the media Independently generate new deliver the right business strategy this space. The chosen candidate would be an additional business for the agency through to him. The person should be able

Term Issue Cover Price You Pay You Save

6 Months 12 Rs. 480 /- Rs. 400 /- 17 %

1 Year 24 Rs. 960 /- Rs. 650 /- 32 %

Best Offer 2 Years 48 Rs. 1,920 /- Rs. 999 /- 48 %

YES, I WANT TO SUBSCRIBE TO THE BRAND REPORTER RIGHT NOW ! (Tick whichever is applicable) I want a six-month subscription. I want a one-year subscription. I want a two-year subscription.

First Name Last Name Billing Address Home Office Address City State Postal Pin Designation Company / institution E-Mail Fax Phone (Please mention one number atleast) Mobile Number Office Number Residential Number

Cheque / DD should be in favour of The Brand Reporter and mailed to the following address: The Brand Reporter, B - 3, First Floor, Sector - 4, Noida - 201301, India. For enquiries: Mail: [email protected] Call +91-120-4077800 / 837 (From Delhi: 95120-4077800 / 837) Terms & Conditions: • Please mention your name and address on the back of cheque/DD, • Printout of this form is acceptable, • This is a limited period offer valid in India only, • Offer may be with- drawn without notice, • Offer valid for new subscribers only, • Please allow 2-4 weeks for delivery of your magazine, • All disputes subject to Delhi jurisdiction, • Subscribers to the The Steal-a-Deal Offer will also get online access to The Brand Reporter website, for the period of their subscription.

JOBSWITCH

to understand the clients’ exact should have 7 - 8 years of relevant to client, Maintain relationships business and marketing plans. The experience in Business with various websites/ publishers. applicant must have 4 - 6 years development / Operations in The applicant would have to experience with a medium/large Events and promotions with a handle Campaign optimization Sound Understanding of agency with an MBA/PGDBM minimum of 4 years in leading a including changing creative as per Consumer Insights, Brand Degree team / SBU. performance. Management and excellent Email: [email protected] Email: [email protected] Email: [email protected] communication skills is a necessity...... Email: [email protected] Organization Name: Gauge Organization Name: Six Inches Organization Name: Adlabs Films ...... Advertising and Marketing Communication Pvt. Ltd. Limited (FM Radio Initiative) Organization Name: Noshe Positions: Senior Account Manager Positions: Account Manager Positions: Marketing Manager Oceanic Advertising Private Location: New Delhi Location: Mumbai Location: Bangalore Limited Profile: The individual should be Profile: The incumbent would be Profile: The successful applicant Positions: Sr. Account Director- confident and has to become the responsible to drive a clients would be required to create Client Servicing crucial link between agency and business by strategic planning and systems and process / implement Location: Delhi clients. The individual should have execution. The individual would current systems and processes Profile: Sr. Account Director- the ability to bring in new business partner with the client and derive which ensure that the marketing Client Servicing: The candidate for the agency and maintain year around starts for building the teams function in a manner aligned should be very communicative with existing relationship by fostering brand and achieving business goals to the business goals of the exquisite control over English. new ideas. The individual should while meeting revenues. The company while formulating Media Tremendous command over have at least 5 - 6 years of candidate should have 3 – 5 years strategies for national campaigns Microsoft Office and can sniff the experience in the top advertising of experience while being sharp, and strategic direction for regional requirements of the client vis-à-vis agency with excellent focused, result oriented with campaigns. The individual should pre-empt the competitor’s thought communication and Presentation. exceptional communication skills. have 5-7 years of experience which process. Also, Must have handled Email: Email: [email protected] would be help him/her to the pressures of multiple clients for [email protected] ...... champion creative excellence in the at least 4-5 years...... Organization Name: Explocity marketing team through a Email: Organization Name: Pentagon Private Limited. combination of systems, periodic [email protected] Communications Pvt. Ltd. Positions: Senior Manager - Sales training and reward programs...... Positions: Account Director (Client & Marketing Email: [email protected] Organization Name: Tempest Servicing) Location: Hyderabad ...... Advertising Private Limited Location: Bangalore Profile: The candidate should have Organization Name: Vasant Positions: Branch Manager Profile: The incumbent should be the ability to generate revenues for Creative Catalysts Location: Bangalore able to handle key accounts the company through Positions: Art Director Profile: The candidate must be a independently, achieving customer advertisement sales and should Location: Mumbai Graduate with Excellent Written satisfaction, top line and bottom have the ability to work with a Profile: The applicant must have and Oral communication skills. line. The applicant should have 10 team to meet this objective. The minimum 4-5 years in a reputed The person would have the - 15 years of experience while applicant would be required to Ad agency with Innovative and responsibility of overall being able to motivate the team by have knowledge of advertising sales fresh outlook with a good management of the branch with providing strategic inputs to the and should have generated business understanding of branding. focus on Business Development, accounts. through them as the individual Email: [email protected] Manpower Recruitment, Training Email: [email protected] would be required to have5-8 ...... & Retention and Client ...... years of experience in Organization Name: Seagull (Sead management. Organization Name: Jagran advertisement sales with print Advertising Private Limited) Email: Solutions media. Positions: Sr. Visualizer /Art [email protected] Positions: Business Head (South) & Email: [email protected] Director ...... Associate Business Head (West) ...... Location: Mumbai/Pune Organization Name: Primesite Location: Bangalore & Mumbai Organization Name: Tribal DDB Profile: The candidate should have (Out of home unit of Mudra Profile: Business Head (South) - India (A division of Mudra Online a Degree in Commercial art from a Communications Private Limited) The applicant should have7-10 Technologies Private Limited) Reputed Art School with 3-5 years Positions: Manager (Client years of relevant experience in Positions: Senior Copywriter & of Relevant experience in a reputed Servicing) Business development / Operations Online Media Planner agency in similar position. The job Location: Delhi/Mumbai in Events and promotions with a Location: Mumbai, Chennai & would require the individual to Profile: The candidate should hold minimum of 3 years in leading a Delhi Translate brief into Powerful, either an MBA from a Reputed team / SBU. The candidate would Profile: Senior Copywriter: The Clutter Breaking Visual Management Institute or Post be required to able to gain access to incumbent would be required to Communication that is relevant. Graduation in Advertising with 3-5 Clients’ hearts and minds, develop write unique and optimized Conceptualize and Implement years experience in Advertising / ongoing relationships with content for the digital marketing Ideas into Effective Executions Interactive. Also, the applicant Enabling them to Embrace the agency client websites (internal and across media. should have a Sound Knowledge of employer as partners in their external) across a range of subjects. Email: Marketing Communications, product marketing. The individual should have3–5 [email protected] Ability to Ideate Excellent Associate Business Head (West) - years of work experience from a ...... Interpersonal skills, Problem The successful candidate should be company of repute while being Organization Name: Mudra solving ability, Excellent Verbal and able to demonstrate how they have responsible for the proper Communications Private Limited Written Communications Skills and translated research, experience and placement, context and meaning of Positions: Executive Brand Strong Client Servicing Etiquettes. consumer insights into motivating every word as well as the overall Communications Email: [email protected] and inspiring creative ideas message within a creative Location: Delhi ...... resulting in a distinctive and assignment. Profile: The candidate must have 2 Organization Name: Advel stimulating 360° brand Online Media Planner: The years experience in Account Advertising & Marketing communication, that has been a candidate with3–6years of Management / Servicing / Research Positions: Art Director catalyst for implement able experience and would be required with either an MBA degree or Location: New Delhi Activation plans. The applicant to make Media plan and explain it graduation from a reputed institute. Profile: The candidate should hold

68 The Brand Reporter, October 1-15, 2008

JOBSWITCH

a BFA degree from a reputed art team and raise the creative output Email: [email protected] school with 5 years of experience. of the agency with every ...... Should have the Ability to assignment. The candidate should Organization Name: Alaknanda independently handle be a master of the art of design and Advertising Pvt. Ltd Conceptualizing, Developing and proficient in the science of design Positions: Branch Manager & Executing Path-Breaking Designs / software while having 10-12 years Senior Account Executive Campaigns. experience in the field. Location: Hyderabad & Chennai Email: [email protected] Client Servicing Director: The Profile: Branch Manager: He / She ...... applicant would be responsible for must be a through bred advertising Organization Name: Wavelength meeting the business objectives of professional with excellent skill sets Communications the Group’s advertising to meet the demands of clients. Positions: Associate Creative department. The person should The person would head the Branch Director have an analytical bent of mind and operations and is expected to be a Location: Mumbai a keen appreciation of creativity to ‘smart manager’. He/She must Profile: The applicant should have be able to lead the team in creating efficiently interact with the creative around 6 years of experience in unique and strategically relevant and servicing team to deliver the main line advertising agencies with communication solutions while best advertising solutions. He / she strong portfolio of work. The having 10-12 years experience in would keep an eye on accounting person must be an out of the box similar field. of bills, collection follow ups and thinker who can implement ideas at Email: [email protected] maintain a cordial relationship with its best, also should be a motivator ...... the Media. who can lead a team & make Organization Name: Promodome Senior Account Executive: The ideal presentations as well. Communications Private Limited candidate must be able to take the Email: [email protected] Positions: Client Servicing Director initiative, plan innovative strategies ...... & Art Director and give maximum mileage for the Organization Name: Markcom Location: Bangalore clients He/ she must be preferably Solutions Profile: Client Servicing Director: have the experience of servicing Positions: Senior Manager – The candidate should be able to leading public sector units. He/ she Exhibitions & Manager – Business work in Account Planning, must stick to deadlines, ensure Development & Client Servicing Management and Client Servicing. smooth functioning within the Location: Mumbai The person should have led teams agency and maintain cordial Profile: Senior Manager – successfully in the past and worked relationship with clients. Exhibitions: The incumbent would on decent brands for 4-5 years. Email: be responsible to generate business Art Director: As, Head of the Art [email protected] (exhibition management on Department, the company shall ...... turnkey basis & exhibition stall entrust the candidate with Organization Name: Sepia designing) from the key accounts Complete Responsibility of Advertising Private Limited to generate greatest customer value delivering Consistent Creatives. It Positions: Sr. Copywriter & by meeting the revenue & profit would be necessary that the Account Director targets of the agency. As an candidate has worked for 4-5 years Location: Noida applicant, experience of working as an Art Director, and led creative Profile: Sr. Copywriter: The with agency like event teams for about two years. candidate should have the creative management, BTL, outdoor, Email: [email protected] spark along with a proven ability to advertising would be an added ...... ideate effective brand advantage. Organization Name: Market communication across clients and Manager – Business Development Men - Consumer Connect & across media. The applicant must & Client Servicing: The incumbent Activation have 7 - 8 years with a reputed with 5 years of experience would Position: Business Development company while having Good be responsible to generate business Manager communication skills, high creative from the key accounts to generate Location: Mumbai/Delhi/Bangalore ability, fair understanding of both – greatest customer value by meeting Profile: The candidate should have copy and art. the revenue & profit targets of the an advertising/promotional Account Director: The candidate agency. Also, as part of the job marketing/event management should have ability to understand responsibility he would have to background. and plan brand building strategies take care of Strategic account Email: in the area of Activation and to planning with long term initiative [email protected] ensure the final development are as & short term gain and Lead ...... per the client briefing and as per Generation with Innovative Organization Name: BJN Hotels the strategies finalized in house. concepts & tools. Positions: Head – Corporate The incumbent should be a team Email: [email protected] Communications player & aggressive and to be able To advertise, contact: Location ...... : Mumbai to handle critical situations. The Anuj Jhuraney Organization Name : Infinity Profile: The person would be applicant should have 7 - 8 years of Ph: 0120 4077823 Advertising Services responsible to handle the complete experience with a reputed company email: [email protected] Positions: Creative Director (Art), public relations & corporate while having the tact to keep a Client Servicing Director communication for the entire close watch on the market Aarti Khatri (Mumbai) Location: Delhi, Bangalore & group. The applicant must have an dynamics in respect to the Ph: 022 40429706 Chennai MBA or Masters in designated client and to collect all email: [email protected] Profile : Creative Director (Art): Communication with 8 – 15 years possible information about To view other jobs in Marketing, The person applying for the of relevant experience in events / competitive products. Media and Advertising, log on to: position should be an acclaimed PR / media / advertising and Email: http://jobs.afaqs.com creative thinker with an exceptional exposure to hospitality Industry [email protected] vision, who can inspire the creative would be added advantage ......

70 The Brand Reporter, October 1-15, 2008

Registered with Registrar of Newspapers for India Under No. DLENG/2004/14817