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TBR Oct 1-15, 2008.Indd 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 Land 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.
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