TEAMING up Digital Agencies and Their Clients Are Tying up for Longer Partnerships

February 1-15, 2014 Volume 2, Issue 17 `100 24

TEAMING UP Digital agencies and their clients are tying up for longer partnerships.

27 26 16 PLUS VIRAL NOW Conflict Management 16

STAR SPORTS Betting on Hockey 28

DAINIK BHASKAR MOSAIC PROFILE NEWS BRANDS GARNIER PURE ACTIVE May the Best Win 30 Manisha Lath Gupta Chalk and Cheese Blanking out Spots HINDU BUSINESSLINE From HUL to Colgate to Axis News channels and news- The menace of pimples spares to AAP. The journey. papers market differently. no one. Not even the stars. Brand New Look 30

EDITORIAL

This fortnight... Volume 2, Issue 17

ess than a year ago, we had run a Cover Story in this magazine, ‘Harmless EDITOR Sreekant Khandekar LFlirting.’ It was about the growing trend among marketers to break alignment PUBLISHER February 1-15, 2014 Volume 2, Issue 17 `100 and employ outside agencies on their brands on a project basis. The story made the Prasanna Singh 24 point that while the marriage between the marketer and the agency stayed intact, the DEPUTY EDITOR former ﬂirted with an outsider, typically a boutique, for speciﬁc campaigns. Ashwini Gangal SENIOR LAYOUT ARTIST And here we are, saying exactly the opposite for marketers and digital agencies - Vinay Dominic that they are moving from a project-based relationship to a more enduring one. Why PRODUCTION EXECUTIVE is that? Andrias Kisku TEAMING ADVERTISING ENQUIRIES The digital story is different. Some years ago, when marketers began to move Naveen Arora, (0120) 4077803, 4077866 UP Noida Digital agencies and their clients are online, ad spends were small. Digital agencies, start-ups themselves, were responding tying up for longer partnerships. to client demands and changing shape as they went along. In response to marketer Arunima Bhattacharya, (022) 40429702-5 27 26 16 PLUS Mumbai VIRAL NOW Conflict Management 16 demands, all kinds of specialist forms began to take root.

STAR SPORTS Betting on Hockey 28 [email protected]

DAINIK BHASKAR MOSAIC PROFILE NEWS BRANDS GARNIER PURE ACTIVE May the Best Win 30 As time went by, online budgets got larger as did the volume of work. Marketers Manisha Lath Gupta Chalk and Cheese Blanking out Spots HINDU BUSINESSLINE MARKETING OFFICE From HUL to Colgate to Axis News channels and news- The menace of pimples spares to AAP. The journey. papers market differently. no one. Not even the stars. Brand New Look 30 no longer wanted to deal with multiple agencies. In response, agencies began to B-3, First Floor, Sector-4, Noida-201301. acquire other agencies or develop all the specialisations under one roof. Mainline Tel: (0120) 4077800. MUMBAI agencies too got into the digital act. 501-502, Makani Center, 5th Floor, Off Linking Road, Bandra (W), So, is the marketer-agency relationship of the same kind as in the mainstream advertising business? Mumbai - 400050 Not yet. Contracts are still of limited duration, typically one year long, but this is a big improvement Tel: +91-22-40429 709 - 712 over entirely project based brand work. At least it brings some consistency to the work on a brand; and BENGALURU S-1, New Bridge Corporate Centre, from an agency viewpoint, a better sense of the future when it comes to hiring people. 777 D, 100 ft Road, Indira Nagar, Bengaluru - 560038, India To return to the beginning: if clients are seeking stability in their agency relationships when it comes to SUBSCRIPTION ENQUIRIES online, why are they ﬂirting when it comes to mainstream advertising? What explains the contradiction? Akhilesh Singh, (0120) 4077837 [email protected] The answer may lie in this truth: Stability in a relationship is a good thing - but too much of a good Owned by Banyan Netfaqs Pvt Ltd and thing can lead to a decline in the quality of the output. Printed and published by Prasanna Singh, at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063.

Printed at Cirrus Graphics Private Limited B-61, Sector 67, Sreekant Khandekar Noida (U.P.), 201301 [email protected] Cover Illustration Tifﬁn Box CONTENTS 38 6 PLUS

GODREJ REAL GOOD CHICKEN EFFIE 2013 If They Don’t Have... 12 Lowe all the Way While Lowe leads the KANTAR MEDIA rankings, Ogilvy bags the Grand Efﬁe. Expressing Concern 28

BARC INTERVIEW 20 10 S Subramanyeswar Rolling Out Meters 29 Lowe’s national planning director on a satisfying year. COMEDY CENTRAL Clutter-Breaker 36 POINTS OF VIEW 18 Television Ratings AMUL VIJAY KARNATAKA BY INVITATION How will another ratings Savvier by the Day No More Adjustments black-out impact the Amul’s stories of an everyday The Kannada daily launches Vivek Malhotra 40 television business? Indian home. an integrated campaign.

afaqs! Reporter, February 1-15, 2014 5 $'9(57,6,1* EFFIE 2013 Lowe Lintas Out in Front... Lowe Lintas beat its rival Ogilvy & Mather by 35 points to win the Agency of the Year title, while McCann Worldgroup and JWT finished at third and fourth position, respectively. By Rashmi Menon

Ogilvy took the second spot with 130 points - one Grand Effie, three golds, three silvers and seven bronze metals. The agency’s work on Vodafone’s two campaigns helped it win two golds. The campaigns included Ear Muffs in Experiential Marketing/Brand Experience category and Made For You campaign in Integrated Advertising Campaign category. Cadbury Bournvita’s campaign titled Aadat entered in Consumer Products: Beverages and Drinks category got the agency its third gold metal. McCann Erickson, which came second last year, ranked No. 3. The agency, which got a total of 60 points, won one gold, two silvers and five bronzes. The single gold was won for How Coca-Cola won the battle for Indian teens campaign Lowe Lintas beat Ogilvy and Mather by winning six golds, five Lowe Lintas win Effies 2013 silvers and five bronzes. t was a night of surprises. for Coca-Cola India in Consumer Fireworks, shouts and people EFFIE AGENCY OF THE YEAR - 2013 Products: Beverages and Drinks jostling for space on the stage RANK NAME OF THE GRAND EFFIE GOLD SILVER BRONZE TOTAL category. I AGENCY (20 POINTS) (15 POINTS) (10 POINTS) (5 POINTS) POINTS for the photo shoot - this is the JWT stood fourth with three silvers only way to describe the scene 1. Lowe Lintas & Partners - 6 5 5 165 and two bronzes, which took the that ensued after Lowe Lintas 2. Ogilvy & Mather India 1 3 3 7 130 agency’s tally to 40 points. Publicis was announced as the Agency of 3. McCann Worldgroup -12560Communications ranked fifth with the Year at the Effie Award 2013. 4. JWT --3240a total of 35 points, courtesy three The agency won the much sought 5. Publicis --3135silver and one bronze metals. after title for Lifebuoy’s Help a child Communications The agency was followed by reach 5 campaign. The ceremony for 6. Grey Worldwide India -11130Grey Worldwide India in the sixth the 13th edition of the awards, which 7. Contract Advertising --1220position. The agency won one metal was organised by The Advertising 8. DDB Mudra Group --1220each of gold, silver and bronze, taking Club, was held at Taj Lands End in 9. BBH Communications --1115its metal tally to 30 points. The lone India Mumbai on January 17. gold was won for Glaxo SmithKline 10. BBDO India ---315 Although Lowe managed to upset Consumer Healthcare’s Sensodyne the winning streak enjoyed by Ogilvy 11. ABP One --1-10toothpaste for the campaign Winning for the past few years (Ogilvy has 12. Creativeland Asia --1-10with a glass of chilled water. 13. Happy Creative --1-10 held the title for four consecutive Services Contract Advertising and DDB years), the latter did manager to Mudra shared 20 points each, and 14. ibs --1-10 grab the Grand Effie for its Lifebuoy stood at seventh and eighth positions. 15. Global Team Ford --1-10 Roti campaign, which was executed The other winners at the 16. Leo Burnett --1-10 specifically during the Kumbh Mela. Effie awards 2013 were BBH 17. Interface ---210 Ogilvy won the Grand Effie last year Communications Communications, BBDO India, as well. 18. Marico Limited ---15ABP One, Creativeland Asia, Happy The decision skewed towards Lowe 19. SohoSquare Advertising ---15Creative Services, ibs, Global Lintas due to its high gold win; the & Marketing Team Ford, Leo Burnett, Interface agency won an impressive 165 points Communications Communications, Marico Limited comprising six golds, five silvers and Total Metals: 71 1 11 26 33 and SohoSquare Advertising & five bronzes. Lowe won two golds Marketing Communications. for Lifebuoy Help a child reach 5 campaign under under Integrated Advertising Campaign category. This year, out of the 419 entries, 177 were Consumer Products: Cosmetics and Toiletries, The final two gold metals were secured for Titan shortlisted for the awards by The Advertising Personal Hygiene and Integrated Advertising Tanishq’s Tanishq and Sridevi - Coming back home Club. Ogilvy & Mather led the shortlisted entries, Campaign categories. It was awarded another two campaign in the Regional category and for its with Lowe Lintas as a distant second and McCann gold metals for Idea Cellular’s Telephone exchange work on HUL’s Kissan campaign titled 100% Worldgroup trailing in the third place with the campaign in the Services: Telecom and Related Natural.Seeded in Experiential Marketing/Brand number of entries that made the cut. Products category and for Honey Bunny campaign Experience category. [email protected]

6 afaqs! Reporter, February 1-15, 2014

$'9(57,6,1* EFFIE 2013 ...But Ogilvy Gets a Big One Too O&M India won the Grand Effie for its on-ground ‘branded roti’ campaign for HUL’s Lifebuoy. By Ashwini Gangal

ncouraging people to wash the company received three Gold, their hands before eating did two Silver and two Bronze awards; Ea wee bit more than help this added up to a total of 95 points the nation combat life-threatening (see table). Cadbury India finished diseases like diarrhea. It fetched second with 55 points, followed by Ogilvy & Mather India the Grand Idea Cellular which got 45 points. Effie Award. Recall that last year too Ogilvy The agency won this prestigious won the Grand Effie Award, for its award for its innovative branded roti Kuch Meetha Ho Jaye campaign for campaign for Hindustan Unilever’s antibacterial soap, Lifebuoy. At India’s annual mega-pilgrimage at Allahabad, the famous Kumbh Mela (2013), Lifebuoy tied up with over 100 local eateries to execute an innovative and now, award-winning, plan. The team gave out branded rotis, with the message, Lifebuoy se haath O&M at Effies dhoey kya? (Hindi for ‘Did you wash hands with Lifebuoy?’) burned into EFFIE CLIENT OF THE YEAR - 2013 Cadbury Dairy Milk. And Cadbury each roti. India was also Client of the Year too. RANK CLIENT NAME GRAND EFFIE GOLD SILVER BRONZE TOTAL Executed by Ogilvy Action, the (20 POINTS) (15 POINTS) (10 POINTS) (5 POINTS) POINTS This time’s Effie Agency of the month long campaign began on 1. Hindustan Unilever 132295Year Award went to Lowe Lintas & January, 2013. The agency developed 2. Cadbury India -12455Partners. The agency also deserves its own heating stamp (sans ink) to 3. Idea Cellular -21145special mention for hooting the brand the rotis and distributed 2.5 4. Vodafone India -2-345loudest at the recent awards ceremony, million branded rotis at the event. which was held at Mumbai’s Taj 5. Titan Company -12245 The effort was part of Lifebuoy’s Land’s End, at Bandra. plan to reduce child deaths caused 6. Coca-Cola India -11130The event was streamed live on by infectious, and easily preventable, 7. Nestle India* --2230the Ad Club website, courtesy 24 diseases like diarrhea. On October 15, 8. Marico --1220Frames Digital, a live webcasting 2013, to mark ‘Global Handwashing 9. Glaxo SmithKline -1--15service provider. Day’, the brand expanded its Help a Consumer Healthcare The points table shown here is Child Reach 5 campaign (promoted in 10. Johnson & Johnson --1115a replica of the one printed in the India by Lowe’s famous Gondappa 11. Jubilant FoodWorks --1115official Effie result booklet, issued by film) to communities and villages, 12. Kewal Kiran Clothing --1115the Ad Club. across 17 countries. Over the *A Nestle employee contacted afaqs! past three years, Lifebuoy has taught healthy The agency won Reporter saying the company has won three Silver awards. handwashing habits to 130 million people globally, The Ad Club secretariat confirms that Nestle has received of which 47 million are in India. the award for its three Silvers, thus taking its final score to 40. afaqs! notes The Effie Client of the Year of this year is that consequently, Nestle displaces one company to gain Hindustan Unilever. In addition to the Grand branded Roti campaign at a rank. Effie award fetched by Lifebuoy’s roti campaign, the 2013 Kumbh Mela. [email protected]

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$'9(57,6,1* VIJAY KARNATAKA No More Adjustments

The BCCL-owned Kannada daily The crux of the entire campaign was definitely has launched an integrated saying no, which has been said a number of times, but our priority was to come up with a twist campaign that says ‘Do not relevant to our readers in Karnataka. Hence we adjust’. By Devesh Gupta chose Adjust Maadkobedi without being preachy.” The media mix for the campaign includes television, print, digital and outdoor. The brand CCL-owned Kannada daily, Vijay Karnataka has used more than 150 OOH touch points has launched a campaign that attempts to across Karnataka, and is regularly advertising in Bencourage readers to stop adjusting and its newspapers. On the television front, the five stand up for their rights. TVCs from the publication are being aired on Titled Adjust Maadkobedi (please stop adjusting), TV9 (Karnataka based news channel) and Kannada the multi-media integrated campaign pushes GECs. people to ask for their rights, question the poor infrastructure, lackadaisical bureaucracy, rampant PRINT AND INNER VOICE corruption and other problems. It urges people to large number of print media publications have raise their voice loud through the platform of Vijay A suddenly woken up to the idea of riding the Karnataka. wave of social awakening. Many recent campaigns According to the brand, the campaign is an answer to Solpa Adjust Maadi, meaning ‘please adjust’, which is one of the most commonly used phrases in Karnataka. The set of five television commercials for the campaign shows an average man being harassed and forced to adjust at every step of his life. Some of the scenarios shown are an auto driver not returning the change, demand for bribes at a government office, people adjusting to poor roads, accumulated garbage and overcrowded buses. The tone of the TVCs is irreverent. The message is presented in a comic manner, with the underlying message to stop adjusting. At the end, each film refers to stop adjusting have attempted to reach out to people through and urges people to complain and raise their voice. social messages and initiatives. This campaign It also mentions the brand, which claims to be the follows suit, albeit in a humorous manner. No. 1 daily of Karnataka. Speaking on whether Vijay Karnataka’s campaign Saraswati Anand, head, marketing, Vijay adds that the campaign will be an ongoing exercise will click, Emmanuel Upputuru, founder, ITSA Karnataka, says, “The campaign aims to establish and will be supported by strong editorials in the says he finds the campaign immature. “I am not so the brand image and what the brand stands for. paper. sure. Social awakening ads have to hit below the The situations shown in the TVCs are the daily Bengaluru-based agency People Design & belt, choke you and make you angry. If you go the problems faced by Karnataka’s people, to which Communications has designed the creatives for fun route, you have to do much better than this. I the campaign. feel this is pretty immature,” adds Upputuru. Rajeev Ravindranathan, co-founder, People He adds that many media publications follow Design and Communications, says, “The brief the social awakening route to reach out to people from the brand was to talk to readers and engage as it’s easier to preach than practice. “It makes them. And, a lot of it can be attributed to the kind them feel they are on a higher moral ground. Or of political change that we are witnessing in the maybe at the back of their mind, they are guilty country at the moment. We aimed at telling people that their customers are buying and reading trash. that though adjusting to problems has got into our So newspapers think by doing this kind of work, DNA, it is not the right way; we need to stand they are helping people think that they are non- up. They have to believe in themselves and as the corrupt and have values,” he observes. current situation of the country also says, even one Manish Bhat, co-founder, Scarecrow Asia, person can incite a change.” finds the ad in good taste but would like to wait V Balaji, co-founder, People Design & and see the people’s reaction to it. “The ad has a Communications, says, “‘Solpa Adjust Maadi’ isn’t humorous insight, is populist in nature and hence a motto, it’s an excuse. But it is not our creation, it has an appeal attached to it without being preachy is in the lingo of the Kannada people and for this with its TG being Aam Janta,” he says. they have found a solution through what is known campaign we have given a twist to the entire thing. He adds, “Normally the job of a news media as ‘Jugaad’ in India. We are asking people to organisation is to tell news impartially, without not adopt potholes, but to stand up and ask for giving an opinion and allow people to form one their rights. We are urging them to change their The campaign pushes through a debate and discussion. Here it seems mindsets and it can only happen once people that there is a complete confrontation with the decide to change.” people to ask for their establishment. There is definitely need of a change For the first time, the brand has ventured on to rights and other problems. but it should be in a proper way.” Facebook to promote the campaign. Anand further [email protected]

10 afaqs! Reporter, February 1-15, 2014

0$5.(7,1* GODREJ REAL GOOD CHICKEN If They Can’t Have Vegetables... Godrej Real Good Chicken, a brand that markets poultry products, recently launched a campaign to promote its `48 price point, in reaction to vegetable inflation. Among other things, the move helped bring previously uncharted SEC territory into its fold. A look at the category. By Rashmi Menon

hile the recent inflation in vegetable factor was so attractive thatt llearn,ea was a concept the brand prices may have caused many a even low income consumers,, wworkedo hard to sell to its consumers, Wconsumer to break into a sweat, one who would otherwise thinkk givengive Indian obsession with ‘fresh’ brand that took advantage of the situation was twice before buying RGC inn a ffood.ood. RecallingR the initial days, Sawant Godrej Real Good Chicken (RGC). store, bought the brand readily.ly. shares thatth it took his team two years of Playing on the price factor, the brand launched Under the new proposition,osition, marketmarket research before launching the its Ab chicken sabzi se bhi sasta! campaign, impressing the brand offers 400 gramss ooff brandbran in 2002. Besides, people were upon consumers (from households with an equal chicken for `48. A one kilo birdrd usedus to buying warm meat, unlike skew towards vegetarian and non-veg food, of would cost between `70 andd todayto where consumers don’t fear course) how fresh chicken meat is available for just `180, depending on wheree touchingto cold chicken. “That’s a `48. The tri-city campaign (Mumbai, Pune and it is bought. So, what madee hugeh mind shift in understanding Bengaluru) was rolled out through radio, out-of- the brand offer chicken att theth attribute of freshness,” Sawant home, retail merchandise, digital and point of sale such a humble cost? Sawantt pointsp out. (POS) channels. explains that price inflation inn This low-cost proposition, launched late last vegetables forced consumerss EXPANDING CONSUMER year, seems to have worked for the brand. Not to alter what they buy. This, BASE only has it helped the brand gain acceptance in turn, affected their proteinn rior to the `48 proposition, among lower SECs, RGC’s customer base has in-take. PRGC’s primary target also increased by 50 per cent. Additionally, the Sawant saw consumer audience was SEC A and B. company feels it has given consumers, especially insights in all these consumer SEC C came into the fold of those from lower SECs, an affordable way of realities. “We clubbed these late. However, the ‘affordability meeting their daily protein requirements. Chicken insights with food inflation campaign’ has opened up a new is the cheapest form of protein (on a per kilo basis) and came out with a avenue for the brand - SEC D. that a person can buy - 100 grams of chicken solution that makes chicken Sawant explains that the only provide 25 grams of protein. affordable not only to high difference between the four SEC groups is the frequency of chicken consumption based on earning - and consequently buying - potential. For instance, an SEC D consumer may possibly buy the meat twice a month while an SEC C consumer may buy it four or five times a month. The brand’s core focus is young couples in the 25-35 year bracket. However, it has also witnessed a rise in consumers from the 20-25 year bracket, especially in Mumbai, Pune and Bengaluru, cities that have a high density of students living alone.

GRAVY TO GOURMET ncreased exposure of urban Indians to Iinternational cuisines and gourmet food has also impacted the sales of RGC. The brand has seen a signiﬁcant spike in demand for its ‘specialised portion packs’ such as chicken breast ﬁllet, lollipops, chicken legs - items used in gourmet dishes. “Earlier people bought whole chicken cut into pieces. The concept of portions was not there,” Sawant says.

Sushil Sawant, associate vice end consumers, but also to the BRAND VERSUS BUTCHER president, marketing, R&D/new masses. This gave birth to the `48 he unorganised nature of the poultry business business development, Godrej pack,” he explains with pride. Tis the brand’s biggest source of competition. Tyson Foods (which owns the RGC Interestingly, the brand has turned this adversary brand, in addition to Yummiez, a BRAND JOURNEY into an ally - RGC has partnered with local ready-to-cook brand), is delighted at GC was the outcome of a butcher shops such that they have begun stocking the way consumers have accepted his Rjoint venture between Godrej the product. In fact, butchers feel if they don’t brand. “A `48 pack is like a chicken Agrovet, a subsidiary of Godrej stock the “value added advantage” that the brand sachet, and it sold!” he enthuses. Group, and Tyson Foods. Set up offers, they will lose customers. In fact, for RGC, The campaign enabled the brand in 2002, the brand markets fresh butcher shops contribute a sale volume of roughly to penetrate consumer pockets that chicken, which is chilled at two 10-15 per cent. it did not address earlier. The price Sawant: advantage to four degrees Celsius. This, we [email protected]

12 afaqs! Reporter, February 1-15, 2014

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

BERGER PAINTS LIFECELL INTERNATIONAL SHAKTI PUMPS The brand’s latest campaign has been specifically created After its first mass media campaign a few months ago, In its new ad campaign, Shakti Pumps appreciate and give for the Kerala market to promote its exterior paint, Lifecell, the umbilical cord stem cell bank, has come out gratitude to Indian farmers, who are the food providers WeatherCoat All Guard. The ad showcases a tourist being with its new campaign Godh Bharai featuring Aishwarya Rai or ‘Annadattas’. The campaign, positions the company as guided to several famous sightseeing locations one of Bachchan. ‘Hum haiin desh ke annadata ki Shakti’ and features the which is a house painted with Berger paint. brand endorser Amitabh Bachchan. Agency: LifeCell International Agency: Rediffusion Y&R, Kolkata Creative Team: Lalitha Vaidyanath, Sharad Haksar and Creative Team: Nilanjan Dasgupta and Piyash Ghosh Remy Francois Sabah Agency: StrawberryFrog Production House: MAD Studios Production House: Apostrophe Films Production House: Saraswati Creations PRINT PHILIPS DUNKIN The electronic goods manufacturing DONUTS To promote its new company recently positioning, ‘Get Your came up with a Mojo Back’, Jubilant print leg of its Foods-owned Dunkin campaign where it is lighting the Donuts has launched a SAMSUNG historical monuments print campaign across To promote its newly launched Grand 2 model, the Indian of the country. It all its major markets. arm of the Korean mobile giant, Samsung has launched its aims at promoting The initiative is aimed latest communication Make the Everyday Grand. The brand LED lights via this at making the brand has also come up with the print vertical of its campaign campaign. The print strongly placed in the and is going to all markets in all the regional and mainline campaign was done sweet spot between dailies. across all the major the QSR and the Café newspapers of the markets. The print country. campaign appears in all the leading newspapers.

Creative Agency: Ogilvy Creative Agency: Black Swan Life CCreative Agency: Cheil Worldwide OOH DIGITAL

MAHINDRA AUTOMOBILES KS SPARK MYNTRA.COM The auto company has launched a month-long campaign The brand erected a life size installation of KS Spark Myntra.com hosted Asia’s first ever ‘Google+ Shoppable titled ‘Ab Power aur mileage aapke hath main’ to create Deo automatically spraying the deo every five minutes Hangout’, on January 20, with Bollywood actor, Hrithik awareness around new Mahindra Maxximo Plus and its at a mall in Mumbai. The installation had a Like Roshan. The event marked the Asia debut of a new Fuel Smart Technology. It is targeted at wholesalers, button showcasing the number of likes the campaign online shopping app for the Google+ Hangouts on small sized truck owners and others and mostly uses large accumalated on a real time basis. Air (HOA) platform. To make it interesting Myntra ran format billboards placed around industrial areas, mandis, #ShopTheHangout Contest to select one participant that truck stands and other touch points. would join Hrithik for the Google Hangout. Agency: Brand Connect Agency: Postscript Creative Agency: In-house

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

14 afaqs! Reporter, February 1-15, 2014

',*,7$/ GARNIER PURE ACTIVE VIRAL NOW Blanking out Spots Conflict The brand has released famous movie posters that convey how Management pimples have not spared anyone in Bollywood. By Satrajit Sen The video promotes the brand’s new line of body spray AXE Peace. News Bureau

t seems real life does sometimes imitate reel life! AXE, the cult body spray brand from Unilever, Iusually shows a horde of women lusting after men who have used AXE, terming the phenomenon as the ‘AXE effect’. The brand has apparently successfully created the same ‘effect’ on its digital audience, who can’t seem to get enough of the brand’s latest 60-second online video. Titled ‘AXE Peace: Make Love, Not War’ introduces the brand’s latest body spray offering - AXE Peace. The video, which was uploaded on YouTube on January 14, has already clocked 2.8 million views in a matter of a week! The first part of the video is a collage of various ver seen pimples on a movie star? Raman, general manager, Garnier, L’Oreal conflicts that have speckled different pockets of the Apparently, the stars seem to have a India, says, “Pimples and pimple marks are a world; many bear resemblance to iconic conflict scenes Esolution at hand. Garnier Pure Active serious skin concern for the youth of today shown by the media. For instance, a Caucasian soldier has launched its No Pimples, No Marks and the Garnier Pure Active Neem Face campaign that depicts iconic Bollywood scenes Wash is an excellent product that addresses with characters plagued by pimple problems, it. Our objective was to reach out to our core and the solution - Garnier Pure Active Neem target audience and build brand awareness Face Wash. in a way that is informative and effective, yet The campaign is digitally executed by fun and engaging. Hence the campaign was FoxyMoron and was launched with the release conceptualised with the insight that social of famous movie posters conveying how media and Bollywood play an important role pimples have not spared anyone in Bollywood. in the day to day lives of most youngsters in Movie posters are taken from iconic Bollywood India.” scenes from classics like Sholay, DDLJ and The first video that depicts the famous Ghulam. Kitne Aadmi Thhe scene from Sholay has already The posters were released on Garnier Pure crossed 5 lakh views. The video, published Active’s Facebook page on December 6, 2013, also garnered unique in a helicopter circling paddy fields (the Vietnam war which currently has conversations with 2,400 brand followers on of the ‘70s), a leader in uniform looking at a perfect more than 8,00,000 fans. Twitter, resulting in various trending topics file of men and women in military uniform (our Illustrated comic strips such as #IfIWasGabbar, #PureActivePremiere; guess is the North Korean leader Kim Jong Un), a of iconic Bollywood and #ReplaceMovieNamesWithPureActive. military tank making its way through the rubble in a characters were also The second video of the series depicts the war ravaged town (looks like the Balkan war), and a released, showcasing climax scene of the iconic Bollywood story of person delivering a metal briefcase embedded with brand ambassador Raj and Simran in Dilwale Dulhaniya Le Jayenge gadgets to a rich West Asian man flanked by armed men actor Alia Bhatt as (DDLJ) that has so far crossed 5 lakh views (an indication of the terrorist attacks). From past to the saviour who since being uploaded on December 30, 2013. present, the brand appears to touch upon the highlights brings the face wash Harshil Karia, online strategist and of some key conflicts the West has been involved in. to the rescue of co-founder, FoxyMoron, says “The Indian In the second part, each scene dramatically Bollywood’s pimple problems. audience is always looking for entertainment culminates in a completely different situation. At Using layered animation, the iconic and Bollywood is an avenue that rarely fails one point during the ‘Balkan war’ scene, a woman characters are brought to life and their dialogues to deliver. The brand’s target audience that holding bags in each hand confronts the military tank, from famous and much-loved Bollywood faces daily skin issues looks for a convenient reminding one of the historic Tiananmen Square scenes converted to rants about pimples. The and simple method to tackle them. The No protest, only to climb on and embrace the soldier. In campaign has also been extended in a series Pimples, No Marks campaign is a fun and its typical manner of communication, AXE shows the of illustrated online interactive campaign to women - girlfriends and wives - kissing or holding videos called ‘Lights. educate them that the new hands of the men, who a few seconds earlier were Camera. Garnier Pure product not only took care perceived as attackers. Going a step further, the men Active.’ In the videos, of the pimples, but their display their love for the women in various ways and, the characters are seen marks too.” in return, are rewarded by affection. suffering from pimples. Garnier Pure Active Throughout the video, #KissForPeace is displayed Finally, Bhatt comes to Range of products is a unisex to encourage people to talk about it on Twitter as well. their rescue with a tube cleanser and had signed Towards the end of the video, the brand exhibits the of the Neem face wash. on Alia Bhat as its brand logo of Peace One Day, which it has partnered with for Commenting on ambassador in May 2013. the campaign. the campaign, Rupika [email protected] [email protected]

16 afaqs! Reporter, February 1-15, 2014

32,1762)9,(: How Will Another Ratings Black-out Impact the TV Business? As the Indian broadcast industry heads towards another ratings ‘black-out’, afaqs! Reporter talks to a few stakeholders to gauge the implications. By Prachi Srivastava and Raushni Bhagia

6$1-$<*837$ 5$-1$<$. $6+2.9(1.$75$0$1, 6$85$%+65,9$67$9$ $02/02+$1'$6 COO, CEO, CEO, VP, Marketing and Product VP, Star India Colors MCCS Strategy, ixigo.com Allied Media FOTOCORP FOTOCORP I THINK IT’S A CALL FROM A LIFE WITHOUT HAVING ANY KIND IN CASE OF TO BE TAKEN BY BROADCASTERS’ RATINGS WILL OF BLACKOUT IN ABSENCE OF THE THE GOVERNMENT POINT OF VIEW NOT BE NORMAL. RATINGS WILL RATINGS IN THE AND TAM. THERE ANY KIND OF ADVERTISERS WILL DEFINITELY ADD FUTURE, I FEEL IS CONJUNCTURE BLACKOUT IS NOT BE VERY CAUTIOUS TO THE EXISTING HISTORICAL AT THIS POINT IN GOOD FOR THE ABOUT INVESTING CHAOS AND WILL RATINGS OF ANY TIME; IT MIGHT INDUSTRY. IT CAN IF THERE IS NO AFFECT SCIENTIFIC SHOW WILL REALLY OR MIGHT NOT SERIOUSLY IMPACT MEASURING BUYING ON TV. HELP. THE TOUGH HAPPEN. WE CAN ADVERTISING INSTRUMENT. IT BUT, IT IS PART WILL BE FOR still navigate for some revenues especially for definitely concerns manageable in the short media planners. They time using the previ- live sports, new launches broadcasters. You can’t term not in the long term. will have to gauge ous data, before BARC and high value non-fiction switch from one phase Ongoing deals will remain viewership trends comes in place, which properties. In any kind of to another at gunpoint. unaffected as previous and performance of a will be better than the change, there must be a Having said that, I month’s empirical data will particular show based smooth transition. help in buying TV slots. existing one owing to its am hopeful that the on the time slot and better technology and GRP-led channels like GECs, Ministry (MIB) and the previous seasons. By comprehensive reach cricket will feel a big impact broadcasters will find a using estimates, they giving a sharper view on while niche and lifestyle consumption. The rat- solution; may be TAM channels will not. will gauge the GRP’s ings will definitely look will get more time. FMCG brands have and reach the advertisers different as the sample All genres will be difficult times ahead but can get. size changes from 25 impacted equally but empirical data such as I don’t think there crore (now) to 70 crore. chances are that the traffic/transactions/leads, will be any major We’re in a unique sit- news channels will will hold good for the digital change in terms of uation with our current be less impacted as like ixigo and others. viewership till the third currency incomprehen- they are sold on the The timely and effective phase of digitisation sive and inaccurate. back of imagery and implementation of BARC (around September this Like the other media brand equity while by Q3 is also important. year). I see senior level that also doesn’t have entertainment channels A lot depends on its executives intervening transparency/scale and ratings, TV can also are sold on the back of in the recommendations work without it for the ability to answer TAM’s weekly ratings. made to clients. sometime. unanswered questions.

18 afaqs! Reporter, February 1-15, 2014

',*,7$/ AMUL Savvier by the Day As a first in a monthly series of digital films, Amul depicts a new theme telling stories of an everyday Indian home. By Satrajit Sen

are working and there is equality at home. At the same time there is a kid who is independent to do things himself. The film has been successful as the brand is coming in subtly. The mood, emotion and the insight is stronger,” states Rahul daCunha, managing director and creative head, daCunha Communications. Speaking about the idea behind the ad, R S Sodhi, managing director, GCMMF (Amul), says, “We wanted to show people that Amul is consumed through the day and is a part of everyone’s daily life. We wanted to show it in a witty way so that people can identify with themselves.” As per Sodhi, the film was made without any brief from Amul. “Rahul (daCunha) just made the film, showed it to us and we liked it because nowadays brands are going big on digital. This film is made only for the digital medium,” he adds. Amul’s idea was also to try a slightly longer format of film that goes beyond 40 seconds. And raditionally, Amul has been known for “Amul is a longer formats need a story that is more emotional. using hoardings and print media to tell “Further, Amul is the last of the great Indian Tstories, captivating Indians of all ages. In very emotional brands as most of them have either been taken fact, its tongue-in-cheek snippets on current affair brand because over or merged or shut down. Amul is a very topics have engaged audiences for decades. In emotional brand because it involves food. So we today’s digitally connected world, though, the it involves food. decided to do a series of slice of life bitter-sweet iconic brand has decided to take the route of digital It is the last of films where each film will attempt to sell the brand media to tell the stories of the everyday Indian the great Indian and also tie into an emotion that is quite seriously home. Indian, which is why the tagline is Har ghar Amul Gujarat Co-operative Milk Marketing brands.” Federation (GCMMF), the company behind RAHUL DACUNHA The film depicts a typical Amul, has launched a digital film with a new theme, Har ghar Amul ghar (Every home is an Amul scenario of a modern home). The film was uploaded on the brand’s “We wanted YouTube channel on January 18 and has so far Indian home. received 174,675 views. The film, conceptualised to show peo- by daCunha Communications, is the first in a ple that Amul ghar,” says daCunha. monthly series. The initiative comes close on the heels of the The film features a family comprising a young is consumed Amul girl leaping right out of the hoardings onto boy and his parents. In the first scene, on the eve throughout the the TV screens for an ad film which has given the of the boy’s first day in first standard, the indulgent day by every- Amul girl a three-dimensional form for the very parents look on their sleeping child and talk about first time. In the TVC she looks like a regular, early morning school - bringing a worried look to body.” well-rounded cartoon character and has been the mother’s face. It moves on to show the parents R S SODHI profiled from several angles, not just the front.

taking turns to wake up and get the boy ready for FOTOCORP Moreover, the 60-second version of the ad will school. The process involves giving him a glass be placed in cinemas during 3D movies; when of Amul Milk, and bread with the brand’s butter As the days roll on, the parents continue to viewed through special goggles, the ad will be a packed for the lunch box. get the boy ready, but the joys of the first day are three-dimensional one. replaced with impatience. The boy notices this The digital initiative is an interesting move change and is visibly unhappy with it. One day, by Amul which has so far established its digital he removes the battery of the alarm clock so that presence by building a community around its his parents don’t wake up, gets ready by himself, posters and print ads on Facebook and Twitter. butters his toast, drinks milk and even packs his On Facebook, Amul has more than 1.2 million lunch box. The parents are shocked to see their fans and 20,000 followers on Twitter. daCunha son fully dressed and waving goodbye to them had earlier mentioned how Amul has found yet when they wake up. The boy then walks out another media platform in digital for its topical confidently with a bottle with an Amul logo on it. outdoor creatives. But, in this instance, the brand The film ends with the super, Har ghar Amul ghar. has created content typically for this medium for According to Amul, the film depicts a typical the first time. Amul creates one new topical ad scenario of a modern Indian home. “In early daily. Of these, some are for the outdoor space India, it was always the mother who had to do all and digital. the household work but here, both the parents [email protected]

20 afaqs! Reporter, February 1-15, 2014 How do you get your media plan to cover the entire family? By taking the biggest GECs? A huge Outdoor burst? Or is Cinema the answer? The answer is none of these. All you need is the Holiday Special of National Geographic Traveller, out in March. The focus of our issue will be The Best Family Vacations. Coming at a time when every family will be planning their summer holiday, you can be sure that it will be read cover to cover by top executives and entrepreneurs, decision makers and influencers, their spouses and children too. Family planning was never more fun.

For more details and bookings, email [email protected] today. a.m.

TIFFIN BOX

DIGITAL AGENCY - CLIENT RELATIONSHIP TEAMING UP Digital agencies and their clients are tying up for longer partnerships. By Satrajit Sen

ome time back, at afaqs! Reporter, we Most of them now prepare themselves with the GROWING NUMBERS stopped covering news about new-account brand’s digital roadmap at least for one financial look at the number of big-ticket brands Swins by digital agencies. This was mainly year. A switching to a long-term partnership model because most of these accounts were short-term with a digital agency in the last year would seem projects, after which the agency wouldn’t be to provide factual evidence. In July 2013, Maruti involved with the client at all. Suzuki named Digitas as its long-term digital But in the last year or so, whenever we explained agency. Maruti had earlier used agencies like our position to some of these digital agency heads, Ignitee, Id8Labs, iStrat, MediaZ0 and Webchutney they replied that their recent account acquisitions on several of its digital campaigns. were long-term deals and that the particular This was followed by LG India going to Havas agency is its long-term digital partner. One-off Media Digital in July 2013. LG had earlier used cases, we thought, and kept ignoring them. When Runtime Solutions, Publicis Modem and Reprise it happened for the second time, we took note but Media on various occasions. Meanwhile, Quick the third instance got us thinking. Heal Technologies consolidated its digital duties Today, the global economic climate and the Digital agencies are increasingly with Motivator, GroupM. It had earlier used stress on every marketing dollar to instantly Cogmat for a couple of its campaigns in 2013. perform are changing the expectations for seeing more pitch-invitations There are more examples. Motivator roped strategy, execution and delivery of a campaign. as an effort to formalise a in Himalaya, which had used Id8Labs in some Meanwhile, agencies also learned the truth relationship for the long term. of its digital campaigns. Havells India too picked that a deeper involvement with their clients Motivator as a long-term partner. The brand had and solving business - rather than marketing KANIKA MATHUR earlier used the services of New Media Guru for - problems was the best way to provide value. MD, Razorfish India one of its campaigns. Similarly, Yamaha, which had

24 afaqs! Reporter, February 1-15, 2014 &29(56725< earlier used DDB Mudra in one of its campaigns, Clients have also started realising the need went in for Motivator as a long-term partner. for holistic, integrated engagement model and in Chicco, the baby care brand from Italian health the last year, many have opted for a long-term and wellness products major Artsana Spa Baby, engagement with the agency where both the named Sirez Infosystems, a digital marketing entities get time to understand each other’s way of agency from the Sirez Group, as its long-term functioning. Meanwhile, the reach of the medium digital partner, in December 2013. In the same driven by mobile, and its capacity to influence month, Dentsu Digital, a fully integrated digital critical areas and audiences in the purchase cycle marketing solutions company of the Dentsu India is considered to be another reason for the shift. Group, won the digital duties of Gatsby, a brand of “Today, TV plans are not mere TV plans, they are personal care products aimed specifically at men. multi screen plans and this is being driven across Digital plans are not in silos ITC’s lifestyle retailing business division - best campaigns. Digital plans are not in silos anymore, anymore, they are in relation to known for its sub-brands Wills Lifestyle and John they are in relation to the overall activity that is Players - is looking for a long-term digital partner being planned. Clients are looking at strategic the overall activity that is being and by the time you read this, would have zeroed value from all media including digital. Hence the planned. in on one. needle will move and those who don’t perhaps RABE T IYER Clients have realised that their digital activities will be left with tactics that are short term and must complement their business at large and shortlived,” states Rabe T Iyer, managing partner, Managing Partner, Motivator are thus looking for a concrete digital roadmap Motivator. So, what’s wrong with project-based across platforms. “As digital becomes one of models? multiple agencies for every project and on a the most important channels for marketers, we project-based model, it is difficult to get dedicated do see more pitch-invitations and an effort to ONE KEY DOESN’T FIT ALL resources from agencies on the brand’s account,” formalise a relationship for the long term from he answer is probably that a digital agency is explains R P Singh, CEO, Sirez Group. Tideally meant to do a lot of one-off projects An agency also benefits from a long-term that include website redesign, ad hoc social association. Once an agency partner has assurance campaigns, sporadic email dispatch, search engine for a long-term business, they can invest more in optimisation (SEO) and content marketing. But, it resources, tools or research, which is ultimately a took time for agencies to realise that many of these huge plus for the brand only. digital services that are considered one-off projects are also great candidates for retainer services THE NEED FOR SPECIALISTS because they require time, ongoing attention, and decade ago, it was difficult for traditional expertise to drive successful results. A agencies to provide the scale and expertise “Digital itself has grown into multiple verticals required for digital marketing and we witnessed in the last few years. Multiple channels under the emergence of digital specialist agencies. But digital media have emerged and agencies are now, mainstream agencies have woken up to digital Both clients and agencies have required to manage all assets. Earlier, clients had - something, they were being a little “ostrich-like” realised that the days of paying to deal with multiple partners for all these. With about - and this has led to the some of the lead lip service to digital media are agencies growing in scale and marketers wanting agencies working hard to possess specialist digital to reduce dealing with the number of partners, skill-sets, either organically or by acquiring them. over. some consolidation is happening,” shares Unny Acquisitions apart, many mainstream agencies KARAN KUMAR Radhakrishnan, head of digital, South Asia, Maxus. have acquired key skill sets in-house by appointing The project-based approach works best for digital specialists in their ranks. Many have also GM, Lifestyle Retailing Business Division, ITC turnkey initiatives like developing apps or a developed in-house digital courses to enable their website - but for integrated digital marketing that workforce digitally. For example, in GroupM, the many brands,” states Kanika Mathur, managing includes search and display, SEO, social, mobile - onus to enrich clients on digital was envisioned director, Razorfish India. So what led to this it makes more sense to have a long-term model in nearly a decade ago and hence, in the agency, change of heart – and mind? place. “There are multiple reasons that don’t tend digital certification is imperative. There are to work any more for the project-based model. in-house GroupM digital courses already in place HOLISTIC MOVE The primary reason is inconsistency in brand to help the employees understand and execute the he shift has been in the works for a while communication every time the client comes back media better for its clients. Tnow and this reflects two realities. Firstly, with a new project. Besides, there are no cost Today, a mainstream agency is quite capable brands are increasingly becoming clear of their benefits as the clients want the agencies to execute digitally, but there are some typical skill sets own digital marketing charter and are setting all new projects at the same old cost. Besides, as a in digital media that only some independent milestones for the long-term. client, it is a huge logistical nightmare to evaluate agencies are in possession of and that might see Secondly, agencies are trying harder to acquire these experts bagging work on a project basis. For key skill sets so as to execute crucial activities for example, Pinstorm might continue to bag search clients. “Both clients and agencies are maturing marketing mandates for a brand and a Webchutney and realise that the days of paying lip service might still be approached for a viral campaign, but to a medium which is increasingly becoming then, all these wont be long-term partnerships. easier to evaluate performance on, are over. This “Large agencies are building skills and expertise seriousness is leading to marketing plans and organically as well as through strategic partnership, client-agency relationships graduating from the mergers and acquisitions. There are many niche esoteric,” opines Karan Kumar, general manager, skill sets that they have already acquired. For Lifestyle Retailing Business Division, ITC. others, however, the agency might involve with

Many believe that the shift has got to do with SUSHIL KUMAR another expert to get the work done, but not many the change in the amount of spends that are done With marketers wanting to clients would be involving with small outﬁts on a for digital media. “Today, some of the top digital project-to-project basis,” points out Glen Ireland, spenders could be spending more than `50 crore reduce dealing with the number CEO of Dentsu Digital. on digital marketing every year. This in turn, of partners, some consolidation Many believe that this tussle is here to stay for has led to the demand for partners who can help is happening. some time. But, in spite of that, the demand will identify and fulﬁll the opportunity,” says Mathur. be to have partnerships that are strategic and which Nowadays, a digital agency bags a client for at least UNNY RADHAKRISHNAN 12 months. Head of Digital, South Asia, Maxus FRQWLQXHGRQSDJH>>

afaqs! Reporter, February 1-15, 2014 25 0(',$ NEWS BRANDS Chalk and Cheese Self-promotion is a part of a media brand’s arsenal. Why then do news channels and newspapers have entirely different takes when it comes to campaigns? By Raushni Bhagia and Devesh Gupta

he contrast is stark. If a least 50 years old while the channels foreigner landed in India, have been around for just a decade The’d find - going by the or so: they are still in the process of marketing campaigns - that dailies market creation. are concerned about the country’s Also, one could add that future leadership (‘Lead India’, The newspapers as a business is Times of India), congestion (‘Unclog comfortably profitable whereas news Mumbai’, Hindustan Times), channels are mired in losses. regional problems (‘Maharashtra’s Explains Pradeep Khatri, head, Expectation’, Sakal) the nature of marketing, India TV, “News channels politics (‘Behave Yourself’, The are still relatively new. The news Hindu), and the power of saying genre may be important to people ‘Naa’ (Dainik Bhaskar), among other but individual channels are less so.” concerns. So they need to plug themselves. Instead, if the visitor turned to Since viewers can move at the press news channels to figure what was of a button, news channels are also happening, he’d find that the wide in competition with options in other variety of concerns is missing. There genres: if the news is dull, viewers would be a certain sameness on could move out of news altogether. the small screen: Be it Khabar Apke Associating with a social cause has Rangon Mein (Zee News), Aapko become the norm in print. That is why even a title like the Mumbai- headquartered DNA which was launched only in 2005 nevertheless created a campaign, DNA - Do Good. Its latest one is Be Polite. Thousands of people have registered for it. Or consider the Telugu daily, Sakshi. Merely five years old, Sakshi has been conducting a women’s empowerment activation for the last three years in Andhra Pradesh under which it teaches women and helps them acquire vocational skills. For 2013, the programme received more than one lakh entries. Neeraj Sanan, marketing head, ABP News, points out that dailies are more secure about their readership because it is hard for a rival to snitch their customers. It would take months of Experts in the TV bombarding a reader before he or she switched newspapers - a far cry from the situation in business protest that such news channels. Argues Sanan, “So, for channels, comparisons are unfair. marketing plays a vital role, while for newspapers, distribution is more important.” He goes on to add that “The TV news channels need to be Rakhe Aage (ABP News), For A Better Society (TV9 SCRAMBLING FOR ATTENTION aggressive in marketing themselves, otherwise Telugu) or Unmai Udannukudan (‘Quick news ome would contend that channels too are they will constantly lose viewership.” without falsehood’, Puthia Thalaimurai, Tamil). Sassociated with social campaigns and hold India TV’s Khatri explains why the marketing In each case the centre of the campaign is either up examples such as NDTV’s Greenathon and approach in the two media is so different: “One can the channel or the viewer. Aaj Tak’s Care Awards (about corporate social subscribe to one, two or at most four newspapers News channels have a laser-like focus on responsibility). However, most of these campaigns but when it comes to TV channels, all of them are their viewer. A media expert wryly notes that are either sponsored or advertiser-funded, for present right in your house so it’s simply a matter the promotional campaign for a news channel Greenathon is funded by Toyota, along with of clicking and changing channels.” That is why will “either make the viewer out as the hero or another NDTV initiative, ‘Save India’s Coasts’. In the campaigns for news channels are forever trying claim that the channel represents the nation’s/the print, the advertiser support is mostly negligible. to tempt visitors to taste the content. viewer’s voice. It will talk about being first, being While one could quibble about this campaign TV channels are apt to slice and dice their truthful, offering perspective or, if the look has or that, one fact is certain: self-promotion in print viewership figures to emphasise how they are been revamped, it will emphasise newness.” overwhelmingly takes a social-cause route while getting more popular. Better to quickly advertise There are exceptions. Newspapers do thump that on TV is more blatantly self-promotion. the growth before the inevitable decline comes in their chests about their readership figures but this Executives in the TV business protest that this a few weeks, is the general belief. Vivek Malhotra, is fleeting in comparison to their long-running comparison is unfair. To begin with, newspapers head of marketing and research, TV Today (Aaj social-oriented campaigns. While both media are and channels are in different stages of their Tak, Headlines Today) says that dailies can’t use in the news business, why do they promote lifecycle. Secondly, the nature of the competition themselves so differently from each other? is different, too. Most of the newspapers are at FRQWLQXHGRQSDJH>>

26 afaqs! Reporter, February 1-15, 2014 352),/( MANISHA LATH GUPTA I VOLUNTEER I AAP << FRQWLQXHGIURPSDJH

of different people, with different ...Teaming Up capabilities and personalities. He allow explosion of brand essence- brought out the best in everybody and based messaging across multiple could charge them up. He was a big media. All brands need a long term believer of punctuality and till date I strategic plan for digital and it is am very punctual.” most likely that clients will have one At Lever, Gupta also learnt key partner who will, in turn, get innovation. “I always felt that I was the required specialists (individuals not a very ‘ideas’ person but Vivek or smaller outfits). broke that myth and insisted we all were creative people if we let ourselves ROOM FOR BOTH? be.” She also started believing in cross- entsu Digital has 90 per cent functional teamwork and feels that Dof its clients engaged with it many of the things she learned at Lever on a long-term model. But, there are her building blocks. is still that 10 per cent who believe When Gupta came back after her that project-based model is the way maternity after her second child, the to go. So is there really a room for globalisation of Unilever had started. both models to co-exist? The innovations-based job that she A brand might want to work was handling was moving overseas. with multiple agencies on multiple That’s when she decided to quit and projects to begin with. That should join Colgate Palmolive in 2004, where help them come to know which she was given the task of establishing a agencies have a better appetite for consumer innovation center. what kind of digital marketing work because - all said and done - even FEEDBACK MANTRA today there are agencies that lean upta realised that Colgate was a far more towards one dimension of Gmore structured and execution- digital marketing. focused organisation than Lever. “If the brand is a rank first- Unlike Lever, where it was taboo, timer to this extremely specialised feedback was appreciated in Colgate. and quantifiable dimension of “Once my boss, Del Levin, had come to meet us from Hong Kong and For brands wanting he insisted on dedicating one hour FOTOCORP to the feedback session. In those 60 to do something minutes, he praised me for 50 and I was surprised. When you have such kind of serious, a long- experience, you prefer behaving the term partnership ‘PARTY’ TIME same way with your juniors.” By Prachi Srivastava At Axis Bank, where she joined in is a must 2010, Gupta realised that there were many things still to be learned. “When marketing, maybe testing out arketing professional and “When I I moved from FMCG, I thought I was waters with multiple-agencies environmentalist-at-heart the queen of marketing by then but I gives it more freedom and space MManisha Lath Gupta has joined moved from didn’t use more than 10-15 per cent to decide its ultimate charter, and the Aam Aadmi Party (AAP). afaqs! of that at Axis. I got to learn about in this case project-based model Reporter profiles the marketer-turned-party FMCG, I database marketing analytics, internet will work better,” states Kumar worker. banking and loyalty programmes.” However, for brands wanting to do The AAP-recruit’s first encounter thought I For marketing the banking something serious in this domain, with politics came when she was pursuing was queen of product, she wanted to rise above the a long-term partnership is the only her masters in Bioctechnology from transactional problems and solutions. recommended approach. Jawaharlal Nehru University. “JNU marketing by “You cannot just advertise your service, “There is enough opportunity had a very vibrant political environment you need to deliver it.” for everybody to step into. Hence, and left a lasting impression on me,” she then.” a long term partner in the case of recalls. A management graduate (she did NEW AVENUES digital would be the most judicious her PGDBA from IIM Bangalore), Gupta calls herself upta, who has just joined the Aam Aadmi Party, decision for both to build internal a “fairly average student”, to whom extra-curricular Gclarifies that she will not be standing in any election practices and evolve the product activities and making friends was more important. as a candidate. She is impressed by the marketing of continuously,” says Iyer. the party and believes that it is a case study in itself. As Karan Kumar puts it, the last LEARNING FIELDS AAP is a low budget party and Gupta is working towards word in digital marketing is far from he got through Hindustan Lever in 1997 as a raising funds for it. “My focus is to help build advocacy spoken. Therefore, the pursuit of Smanagement trainee. “My first assignment was of and outreach amongst the corporate community.” excellence on this medium must a salesperson in Kolkata and it was unbelievable that Gupta is also a big art collector. In 2005, she set be persisted with by both brands coming out of IIM, I was going door to door to sell up a portal for artists called indianartcollectors.com. and agencies. They need to continue tomato ketchup. We laugh about it today and say, it was She has also invested in land near Chandigarh where to push themselves higher on the a character building period”. she has planted 3,200 trees so far. Gupta also runs a learning curve, and that is only After getting promoted to senior product manager group on Facebook called Everyday Eco, where she achievable when there is a long-term in 2001, she worked with Vivek Rampal (the then creates eco-consciousness amongst the people in the relationship in place, a union that skincare category head). “Under Vivek, I saw how group. would last for a longer period. one person could actually mould and shape a team [email protected] [email protected]

afaqs! Reporter, February 1-15, 2014 27 0(',$ STAR SPORTS KANTAR MEDIA Betting on Hockey Expressing The network plans to spend `1,500 crore over the next eight years on the game. News Bureau Concern The company has run ads stating its concern over the TV ratings guidelines. News Bureau

antar Media, a 50 per cent shareholder in TAM, has finally spoken out on the Indian Ktelevision ratings guidelines which were recently notified by the Ministry of Information TAR Sports is spending about `100 crore in and Broadcasting. production and marketing of the ongoing The WPP company carried ads in various Sedition of Hockey India League (HIL), a newspapers stating that TAM was formed 15 property launched in 2013. The network has years ago at the request of the Indian advertisers, partnered a specialised sports agency, International advertising agencies and broadcasters. They had Management Group (IMG). suggested that Kantar and Nielsen (the other 50 The tournament’s English telecast is on per cent shareholder in TAM) come together STAR Sports 1 and with Hindi commentary on (L-R) Kukreja, Malavade, Rasquinha and Zaman to form a joint research company to provide STAR Sports 3, and also be available on STAR measurement data, using their global expertise and Sports HD1 and starsports.com. There will be 34 (Uttar Pradesh Wizards) and Bhubaneswar technology. Together, Kantar and Nielsen provide matches across 30 days; of these, 24 are slotted (Kalinga Lancers). TAM services in 70 countries across the world. during prime time. This development follows the The network recently acquired the broadcast The ad also mentioned that currently, TAM learning from last year, when the network had rights from International Hockey Federation covers a panel of 35,000 individuals in 225 cities broadcast all the matches spread across the day. (FIH) for eight years, giving it access to one through 9,600 people meters, making India one Israel-based specialised sports agency international hockey event every year. This also Prometheus has been entrusted with the includes Men’s Hockey World Cup 2018. The responsibility of developing cutting edge graphics network plans to invest `1,500 crore on the game suitable for hockey broadcast. There will be 20 over the next eight years. cameras capturing the matches, which will be a Considering that India is a cricket-crazy first time event for a hockey match, against the country, it will take a long time to develop any 20-year-old five-camera setup used last year. game and such a huge investment has its own Graphics will be seen during the live matches. set of risks. Kukreja agrees, “We are putting our The network claims that this will not be distracting money where our mouth is. There are challenges of the largest TAM panels globally. TAM, in as the graphics will come at appropriate moments, that we need to tackle and we are aware of those.” consultation with the industry, is on course to such as the breaks during change of players or One of the major challenges that the network achieve its target of 20,000 + meters. As per the before penalty strokes. faces is the lack of celebrity players and the company, TAM and its shareholders have invested Nitin Kukreja, head of sports business at performance of the country on the international over `150 crore in increasing the panel base and STAR India suggests that it will take at least three platform. Compare the same to the Indian improving the technology and infrastructure and years to break even. While he remained tight- Premier League - the tournament reached the investment continues even today. lipped about the financials, it is learnt that the heights partly because the Indian cricket team One of the main concerns raised by Kantar revenues are suspected to be substantially more performed spectacularly in the World Cup and Media was that the guidelines on cross holding than last year, by 25-30 per cent. The production other international championships. ownership would leave the entire industry without cost has, however, increased by 60-70 per cent. STAR Sports has prepared pre and post shows ratings for the most of 2014 - a situation that no Apparently, the network was testing the waters of the league. The studio team in English will be one who really cares about the media industry in with the game in the first edition of the league. led by former BBC presenter Michael Absalom. India could possibly tolerate. Kukreja further adds, “We have seen that In Hindi, STAR Sports has roped in Vidya Besides, according to Kantar Media, no other passion for hockey exists. We are working towards Malvade (of Chak De India fame) as the lead market in which cross ownership exists, such a multi-sport culture. Currently, in the entire anchor. as the UK, France and Spain, has imposed such ecosystem, I think cricket contributes about 70 Viren Rasquinha, former Indian captain, adds, restrictions. It adds that restricting Kantar and its per cent of the total revenues in the space. “It is important that we create role models and associates from ownership of a meaningful stake Hockey will gear up soon.” heroes that are household names in hockey, in a rating agency will deprive India of one of the The network has signed on-air associate much like some of our celebrated cricketers, so leading global players in this area. sponsorship deals with Micromax, Denver that hockey becomes aspirational.” The background rolls back to the notification Deo and Dr Ortho for the second edition of Former Pakistan Hockey captain Tahir of TV guidelines by MIB on January 16 that says the league, in addition to the spot buyers for Zaman adds, “Both Pakistan and India have been no promoter of a rating agency can own more different matches. Hero is the title sponsor for the powerhouses in the sport, but while some of than 10 per cent share in either an ad agency or on-ground event. Yes Bank and Airtel, amongst the other games like cricket made rapid strides, a broadcaster. This clause presumably deals with others, are associate on-ground sponsors. hockey got left behind. A large part of that was issues pertaining to conflict of interest. Since The league will be promoted across the STAR due to the fact that one could not make a living WPP owns Kantar - that jointly owns TAM, India network and a few major campaigns will out of the sport in the past and we played the with Nielsen as well as several ad agencies, this run across the six cities where the teams come game purely for the love of the game.” guideline would go against TAM, unless its stake from, including Delhi (Delhi Wave Riders), It must be noted that the Pakistani players are is diluted within 30 days (from the day the Mumbai (Mumbai Magicians), Jalandhar (Punjab not a part of the tournament. guidelines were notified by MIB). Warriors), Ranchi (Ranchi Rhinos), Lucknow [email protected] [email protected]

28 afaqs! Reporter, February 1-15, 2014 0(',$ BARC Rolling Out More Meters With Mediametrie as its technology partner, the ratings agency is confident of starting with 25,000 people meters. The data will start rolling out in the first week of October. News Bureau

he Broadcast Audience Research Council Business Development, Mediametrie. BARC has (BARC) has announced that it will start studied the ratings systems in 30 countries, reveal Tits operations with 25,000 people meters, Goenka and Sinha. expected to cost the equivalent of 7,400-9,600 Benoit Cassaigne, SVP, Mediametrie, adds, people meters of existing ratings agency, TAM. “Watermarking is an innovative and advanced Punit Goenka, chairman, BARC says that technology. With this, a particular programme the new people meters will use an open source is stamped with time and channel, which is later technology, vis a vis the completely proprietary recognised and collated together. It is a mark models currently in use. “We are going to get on the content.” Goenka adds that the costs for it manufactured from the best people in the data subscription wouldn’t go up that much for world,” he adds. the broadcasters. “We haven’t yet decided on As for the funding, IBF (broadcasters) will the rate card. Unlike TAM, which has a bilateral bear 60 per cent of BARC’s costs, while ISA negotiated contract with each broadcaster, ours (advertisers) and AAAI (agencies) will bear 20 per will be based on the rate card,” he further adds. cent each. For TAM, the cost is divided between The seeding of the people meters should start by the agencies and broadcasters (albeit not equally). June or July and the following three months will In the process of BARC’s roll out of data, apart see focus on test runs. from technology management (technology and Shashi Sinha, chairman, technical committee, people meters), panel management and quality BARC says that after BARC announced its management are also important aspects. technology, TAM started switching on audio The technology partner for the process is matching in its people meters. “Seventy per cent French company Mediametrie, which will handle of the meters had that facility - why didn’t they key technology services and licensing for the use it till now?” proposed system. The agency is in the final stages As for whether or not TAM stands a chance of deciding on the people meter manufacturer. to be recruited as a vendor for BARC, all the Mediametrie will use the watermarking spokespeople confirm that TAM may get technology to collate viewership from the disqualified as a ratings agency on the basis audience, which will include repeat viewing, of cross-holding clause, but it can always be a online viewing and simulcast for any content. vendor for BARC. While Mediametrie gives out Mediametrie is the joint industry body in Goenka and Cassaigne (left) data on a daily basis across the other markets, France, operating the TV, internet and radio in India, BARC might not start with the daily currency ratings systems, engaged in multi- ratings. However, once the system is settled, it media audience research for the last 25 years. will eventually be a daily rating system. The organisation has worked for TV ratings It must be noted that TAM has always claimed in France, Morocco and Netherlands. Under that a joint industry body (JIB) had supported its arrangement with BARC, Mediametrie will the ratings agency (TAM) when it started. But provide technological knowhow and licenses to later, the support wasn’t extended anymore. BARC to use its TV metering system and also Are there chances of a similar situation with help BARC procure its own hardware. BARC? Partho Dasgupta, CEO, BARC, denies However, the algorithm to calculate the collated it. “The difference is that TAM was supported data and weave it into final rating numbers will be by an industry body (if it’s true), and BARC is an done by another vendor, which isn’t yet finalised, industry body,” he explains. says Gwilherm Nicolas, director, International Dasgupta, Cassaigne, Goenka, Sinha and Nicolas [email protected] 0(',$ DAINIK BHASKAR - MOSAIC May the Best Win Dainik Bhaskar is inviting entries for the third edition of Mosaic - India’s Best in Print Advertising. It will feature the creative campaigns of India’s leading agencies. By Devesh Gupta

fter the resounding success of two successful growing to become a reference point for some of editions of Mosaic, Dainik Bhaskar Group “The aim is to India’s best print creatives, and evolve from being Ahas now started work on the third edition, showcase in a more than just a celebration of the best print work. Mosaic 2014 - India’s Best in Print. The group is Though Mosaic’s focus has never been on only inviting entries for it. Mosaic is a compendium single collection, showcasing award winning creatives, nevertheless of the most ingenious and inspiring Indian print the great work it sure is encouraging to note that a work featured advertising. It is an effort from the Dainik Bhaskar being done in Mosaic has also been a winner at various Group to showcase in a single collection, the best national and international award platforms. For us of India’s print work. It was launched with the aim in India.” to encourage and celebrate print advertising and is GIRISH AGARWAL curated by afaqs! Reporter. The e-book version of The ﬁrst edition featured over 70 print campaigns by 25 leading agencies, while the Mosaic 2012 has been second edition showcased the best of print ads “It is encourag- downloaded 12,000 times. of 105 brands created by more than 31 leading ing to note that a creative agencies in India. The e-book version of Mosaic has been downloaded 12,000 times. work featured in at Dainik Bhaskar, it is our signiﬁcant endeavour The coffee table book includes comments by Mosaic also win to highlight the Indian talent within agencies and the national creative directors on the rationale nationally and inspire them to do even better.” behind the choice of the creatives they considered DB Corp publishes eight newspapers with to be the best illustration of work by their agencies. internationally.” 66 editions, 199 sub-editions in four languages It also has a section that highlights the ‘top-picks’ SANJEEV KOTNALA (Hindi, Gujarati, English and Marathi) across 13 by the leading media practitioners/clients. states. Its noteworthy brands are Dainik Divya Commenting on the third addition of Mosaic, Marathi, Business Bhaskar, DB Gold, DB Star Girish Agarwal, director, Dainik Bhaskar Group, like to thank all our agency partners and well- and DNA (in Gujarat, Rajasthan and MP). The says, “This endeavour was launched with the aim wishers for their support as we look forward to company’s other business interests also span the to showcase in a single collection, the great work developing this exciting initiative further.” radio segment through the brand My FM radio being done in India in print advertising, while we Sanjeev Kotnala, VP and national head, with presence in seven states and 17 cities, and a have mostly referred to global compilations. This Marcom, Dainik Bhaskar, says, “It has been a strong online presence in internet portals. glaring gap has been bridged by Mosaic. We would real pleasure to see Mosaic establishing itself and [email protected]

HINDU BUSINESS LINE BL Portfolio is a 12-page investment feature (on Mondays) targeted at investors which claims Brand New Look to score over the competition in three respects. Firstly, being direct Kasturi and Sons-owned English business daily Business Line has been and specific in advice, secondly, reaching out to primers, and finally, re-launched with new content and a fresh design. By Devesh Gupta going beyond stocks. The new Portfolio will address high net worth asturi and Sons-owned The daily will be featured on investors who are evaluating passion English business daily only six days of the week now with investments like wine, antiques, art KBusiness Line has been a dedicated page to politics and and start-ups. It also has a new page re-launched with a new design international affairs, redesigned on real assets allowing investors to and content. On the anvil, it has stock pages with more graphical track materials, commodities and some new offerings such as weekly representation of data, articles on prices, to identify wealth creating supplements BL Ink and a refreshed a broader array of subjects in the opportunities in these areas. Portfolio, along with others. editorial and opinion pages and Other offerings such as The new design for Business Line special columns from NSE. Emerging Entrepreneurs and India has been conceptualised by Aurobind Mukund Padmanabhan, editor, File on Tuesdays, New Manager Patel, a former design consultant Business Line, says, “The idea is on Wednesdays, Techno Phile with the Daily Telegraph and The to synchronize the design with the on Thursdays and Cat.a.lyst and Times of London and is the former content, in a contemporary and easy- Auto Focus on Fridays are being design director of The Economist. to-access format.” BL Ink is Business will feature across the book. The front redesigned. S Padamanabhan, CFO, Says Patel, “I would call it Line’s new Saturday magazine, a of the book will have curious stories KSL, says, “The new Business Line rejuvenation. The idea was to 24-page tabloid offering opinions, from across the country while the will not just attract more readers, ensure the design reflected the reportages, Q&As and profiles. back will have stories on literature, but will also be at the core of future editorial changes in the paper in a Prominent columnists from all areas arts, culture, entertainment, travel growth strategies for KSL.” contemporary style.” of art, culture, literature and polity and snippets on world news. [email protected]

30 afaqs! Reporter, February 1-15, 2014

HOWHOW PATNAPATNA WASWAS WON:WON: ADVT. THETHE STORYSTORY OFOF DAINIKDAINIK BHASKAR’SBHASKAR’S BIHARBIHAR LAUNCHLAUNCH

WhenWhen DainikDainik BhaskarBhaskar pickedpicked BiharBihar asas thethe 1414thth statestate onon itsits network,network, thethe launchlaunch ofof thethe PatnaPatna editionedition waswas aa foregoneforegone conclusion.conclusion. WhatWhat hashas surprisedsurprised observersobservers isis thethe responseresponse thethe dailydaily hashas managedmanaged toto getget fromfrom thethe city.city. LaunchedLaunched withwith 1,70,0001,70,000 copiescopies becomingbecoming No.1No.1 fromfrom DayDay 1.1.

About the resurgence of Bihar in recent years: ndia’s third largest state by population has been the Isource of some of the most positive news in recent years, when it comes to charting the progress and growth in India. Bihar is a state that has marked a stunning turnaround racing to become the fastest growing state LQWKHWK¿YH\HDUSODQRI ZLWK D JURZWK UDWH RI DOPRVW This growth also created a strong momentum for per capita JURZWK DW LQ Helping bring the state to its rightful place among the forefront of India’s growth story and future growth. When looking at the Bihar growth story, it is interesting to consider the many positives the '8ukpS¥pn8 state had in its favour, which are

KEY BIHAR NUMBERS ¿QDOO\EHLQJXVHGDJDLQWRGULYH Bihar is the fastest its growth, and open up better Fastest growing state in India: opportunities for people within growing state in K¥ §¥¥\¥L\§¥ %¥k¶§nS¥pn8¥k¶§n¥¶8¥§n\¥npkn\§¥8zk¥8ww¥ as well as outside Bihar. It was Vp8¥§8§\¥V¯pk¥§n\¥§n¥pµ\¥3\8¥%w8¥½½¢o the 11th ﬁve year this story that drew the attention plan with a growth Fastest per capita income growth: of Dainik Bhaskar Group, and helped convince the group that a rate of almost 12%. K¥ pn8¥8w¥§¥p¥\¥L8p§8¥pLz\¥k¶§n¥8§¥¢h¥\¥L\§¥p¥\¥ presence in Bihar was no longer a L8p§8¥\§¥§8§\¥Vz\§pL¥V¯L§¥g¥gpL8w¥½d matter of opportunity. Fifth largest mobile subscriber base: ,W ZDV D PDWWHU RI FRVW WKH Bihar Growth Story: cost of not being present in one of If the services sector has K¥ 1p§n¥£½¢¥zpwwp¥zEpw\¥¯ELpE\¥p¥\E¯8¸¥½¨S¥pn8¥n8¥§n\¥ India’s most crucial states, which gradually moved to the vanguard gpg§n¥w8k\§¥¯ELpE\¥E8\¥8zk¥Vp8¥§8§\ KDG¿QDOO\IRXQGLWVSODFHLQWKH of the state’s growth recently, Strong agriculture sector: sun again. it is down to the state’s most So just what are the states important resource. It’s people. K¥ pn8¥p¥\¥g¥§n\¥§k\§¥8kpL¯w§¯8w¥§8§\S¥¶p§n¥µ\¸¥npkn¥ biggest positives which give rise For a country that has long V¯L§pµp§¸¥*n\¥\L\§8k\¥g¥¯w8§p¥\zw¸\V¥p¥8kpL¯w§¯8w¥ V¯L§p¥p¥pn8¥p¥\§pz8§\V¥§¥E\¥¢i¥\¥L\§S¥¶npLn¥p¥z¯Ln¥ to optimism that this new path been used to seeing the state’s npkn\¥§n8¥§n\¥8§p8w¥8µ\8k\ that the state has set for itself is people make an impact across the sustainable ? rest of the country, the missing BIHAR: SOME MAJOR HIGHLIGHTS the plant during the period of ÀRRGLQJ A task the state and its administrators have set out to accomplish by nurturing 8L§¸¥ ¯§¯§¥¶§n¥E¸¥14.80%S¥ its existing industries in \LV¥npkn\§¥p¥§n\¥L¯§¸ manufacturing , dairy, minerals, 88.2%¥pL\8\¥p¥8¯8w¥§\w\Lz¥ leather, chemicals as well as ¯ELpE\¥d¥npkn\§¥p¥§n\¥L¯§¸¥ encouraging new investment in these and more areas. Thus, the state ended up with the country’s second highest factory output JURZWKDWLQ$Q impressive achievement indeed, which is set to improve further 8k\§¥V¯L\¥g¥µ\k\§8Ew\¥8V¥\LV¥w8k\§¥ with the augmentation of the 40 v¥(8En8¥(\8§¥d¥h§n¥npkn\§¥p¥§n\¥L¯§¸ V¯L\¥g¥g¯p§¥p¥§n\¥L¯§¸ state’s power generation capacity as well as the encouragement dynamism inside the state itself While Bihar has been a key Bihar has been a being provided to industry to was long a mystery. That is supplier of human resources return. From large projects like changing fast now. After their to the rest of the country and key supplier of NTPC’s Barh thermal power plant VLJQL¿FDQW FRQWULEXWLRQV WR WKH beyond, a positive effect of this human resources to upcoming investments in steel, national political and executive migration is the diffusion of ideas to the rest of cement and healthcare services, leadership, some of the state’s from outside as well as from the the industrial sector in the state biggest names have returned, to VWDWH ZKLFK DUH ¿QDOO\ WDNLQJ the country and is poised for a sustained period of return the favour to their native root in the state. Best practices beyond. investment and growth. state. That has stopped the state’s on governance, management LQÀXHQFHLQERUGHUVIDUEH\RQGLWV and other areas are increasingly BHASKAR PRESENCE AND STRENGTH own of course. Be it Bollywood, or ¿QGLQJWKHLUZD\WRWKHVWDWHDQG the arts, or even sports, the state being implemented. 14 STATES is witnessing a new awakening of Complementing Bihar’s huge 67 EDITIONS sorts, with a young generation that people strength is its agrarian LANGUAGES LV LQFUHDVLQJO\ PRUH FRQ¿GHQW economy, which has in recent 4 assertive, and capable to making years, come into its own as a an impact. key contributor to our national Uttarakhand The state’s students regularly production of grains, fruits and compete successfully across vegetables. Employing a very high all streams of education and RIWKHVWDWH¶VSRSXODWLRQ rigorous tests to provide our top this economy is ripe for a major universities and the bureaucracy modernisation and productivity with a stream of hard working, improvement drive. In fact, high achievers. If that wasn’t in some cases like Lichees and HQRXJKDWMXVWRYHUPLOOLRQ Makhana in more recent times, the state has a population base WKH VWDWH VXSSOLHV DOPRVW RI that offers immense potential for national production. In fact, the providing a market as well as a story of Makhana as a major skills resource for powering the state produce is an inspiring story states growth in the coming years. of how the farmers of the state For Dainik Bhaskar Group, being converted the regular threat and the largest Hindi daily in the land, FKDOOHQJHVRIÀRRGVLQWRDQJUHDW this people aspect of Bihar was no opportunity. North Bihar, where surprise, staffed as they are with the bulk of Makhana cultivation a fair share of competent and and production happens, valuable employees from Bihar DFFRXQWVIRURIWKHFRXQWU\¶V µ\pk¥14 statesS¥¶npLn¥8LL¯§¥g¥58% g¥Vp8¥8V¥\8S¥ who have done their own bit in production today, after converting 50% g¥Vp8¥GSDPS¥48% g¥8v\§¥%§\§p8w¥08w¯\¥%0¥8V¥49% g¥Vp8¥ KHOSLQJWKH¿UPFKDUWLWVJURZWK WKHIUXVWUDWLRQRIDQQXDOÀRRGLQJ +E8¥%¯w8§p among many markets in India. into an opportunity for cultivating Supporting these efforts is PATNA: FACT FILE most developed city in India. a strong rail, road and air Internationally too, the city has Area: 3202 sq. kms connectivity with the rest of ¥ ¥ EHHQUDQNHGDWDQLPSUHVVLYHVW the country. Not only does this Population: ¥ 16,83,200¥ww¥Vp8¥ \¯¥½¥ rank among the fastest growing network help the easy movement Literacy Rate: ¥ 84.71¥\¥L\§¥87.71¥\¥L\§¥z8w\¥wp§\8L¸¥8V¥ FLWLHVLQWKHZRUOGZLWKMXVW of goods, lately, it has also enabled 81.33¥\¥L\§¥g\z8w\¥wp§\8L¸¥ other Indian cities ranking above the state to leverage its vibrant it. Thus, much like political Languages Spoken: ¥ Hindi, English, Magadhi cultural history as the cradle of a fortunes, it would be a safe bet leading world religion, Buddhism, Railways Network: ¥ %8§8¥wp\¥p¥E\§¶\\¥\¶¥ \wnp¥8V¥wv8§8¥ to state that the response in at Bodh Gaya. The airport at ¶npLn¥p¥\¥g¥§n\¥E¯p\§¥8pw¥¯§\¥p¥Vp8¥ Patna is a strong harbinger of the %8§8¥n8¥£¥z8u¥§8§p Bodhgaya in fact as international consumer response from the rest connectivity to key countries in of the state. For Dainik Bhaskar South Asia and South East Asia TWO WHEELERS than one. Not only is Patna the Group, with its stated focus on with a large Buddhist following. biggest city by a margin in Bihar, Unmetro India, or the India of The Patna airport of course is well MARKET it is also the nerve centre for WRZQVEH\RQGWKHWRSPHWURV connected with services by Indigo Year No. of Two Growth in most of the key industries in the 3DWQDVHHPHGWREHDFRPSOHWH¿W Airlines, Spicejet, Air India, Jet Wheelers (In the state. Of course, politically the as the city would help it deliver Airways etc. Lakhs) last 5 state is a vital bellweather for a key part of east India to its Years the mood of the electorate, with The opportunity for Dainik 2009 2.93 results here invariably mirroring Bhaskar: 2010 4.29 the political ascendance of the The city’s GDP Besides Bihar’s obvious scale, 2011 5.11 152% party which wins. Patna also is estimated at Rs. perhaps the biggest reason for enjoys a population that is 2012 6.2 a Bihar launch is the strong PXFK PRUH OLWHUDWH DIÀXHQW DQG 60,000 crores and presence of Hindi as the language 2013 7.38 cosmopolitan than the rest of the it ranks as the 15th of commerce, education and LLVpk¥ §¥ V8§8¥ gz¥ §n\¥ Vp§pL§¥ state’s major cities. The city also written communication in the §8§¥ ggpL\¥ * S¥ §§8w¥ ¯zE\¥ g¥ happens to be one of the busiest most developed \z8\§¥ Vpµpk¥ wpL\L\¥ p¯\V¥ §¥ state. This is a state where Hindi ¶z\¥ p¥ ½o½¥ ¶8¥ 3,173¥ 8V¥ §n\¥ rail centres in the country, with city in India. language papers outsell their gpk¯\¥ ¶\§¥ ¯¥ § 4,781¥ p¥ ½o½¨¥ one of the highest number of English counterparts by a factor ¶§n¥g¥51%¥p¥¥3\8 trains from a state capital to the national advertisers, as well as BIHAR READERSHIP NUMBERS local business looking to use it locally and use Dainik Bhaskar HINDI NEWSPAPER READERSHIP ENGLISH NEWSPAPER READERSHIP Group’s network to go beyond the state into other Hindi speaking 6000 markets and more in the country. 5000 150 4000 Dainik Bhaskar Group’s 3000 100 iai ¨½ approach:

)LJXUHLQµV 2000 )LJXUHLQµV ¨ 50 The launch of the Patna 1000 £½ i¨ ih h £ edition brought to the fore the 0 0

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Rashtriya made previous launches from the Hindustan 6RXUFH,564 6RXUFH,564 company in Chandigarh, Jaipur and other key markets a case study at top industry fora , IIMs RIDOPRVWWR7KHODQJXDJHLV for advertisers, and an existing national capital. and other leading institutes in deeply entrenched across all socio set of players displaying shades Today, the city’s rapid India. economic groups and classes, of complacency. So why did JURZWK LV EHVW UHÀHFWHG LQ WKH Thus, after a preliminary check and is the dominant language of the company zero in on Patna EXOJLQJ WUDI¿F RQ LWV URDGV DQG on the city’s demographics and serious discourse in the politically to launch what would be their the breakneck construction all market potential, the company aware state. For Dainik Bhaskar HGLWLRQQRVWDWHQR" around the city. Just to cite a case benchmarked the penetration Group, the company behind in point, motorcycle sales over the levels of dailies in the city. the Dainik Bhaskar brand, the The case for starting with SDVW\HDUVKDYH]RRPHGXSE\ 7KH ¿JXUH WKH\ JRW ZDV state seemed to tick all the right Patna: LQ WKH FLW\ 7KH FLW\¶V *'3 an attractively low level that boxes. Low penetration among The state capital is the nerve DORQHLVHVWLPDWHGDW5V indicated an opportunity for a , a large addressable market centre of the state in more ways FURUHVZKLOHLWUDQNVDVWKHWK QHZHQWUDQWWR¿OOLQWKHODUJHJDS PENETRATION CHECK SURVEY RESULTS HINDI NEWSPAPER READERSHIP K¥ ¥ µ\¶n\wzpk¥ z8up§¸¥ g¥ 91%¥ u¯Vk\V¥ §n\p¥ \·p§pk¥ City Population Households Literacy Can Read Any Daily Penetration% \¶8\¥§¥E\¥Ep8\V¥¥ PATNA 1999 424 84% 1640 725 44% K¥¥ *n\¥ 8µ\8k\¥ Lµ\¥ pL\¥ KOCHI 1263 380 97% 1258 982 78% g¥ Rs. 1500¥ \¥ 8¯z¥ ¶8¥ K¥ z8\V¥¶p§n¥§n\¥z8v\§¥¶p§n¥pzpw8¥%¯w8§p¥8V¥p§\8L¸¥'8§\ LpV\\V¥§¥npkn¥ K¥ %8§8¥\\§8§p¥§8V¥8§¥u¯§¥44%¥¶npLn¥z\8¥§n\¥z8v\§¥n8¥8¥n¯k\¥L\ K¥¥ 89%¥ ¶8§\V¥ z\¥ wp§pL8w¥ Source:¥'(¥&iS¥½ 88w¸p¥p¥§n\p¥8\¥¥

DQG WDNH LW WR D PRUH QRUPDO advertising, rallies , FM radio, complete vindication the premise K¥ 58%¥ \·\\V¥ Vp8§pg8L§p¥ ¶p§n¥§n\¥wv¥8V¥g\\w¥g¥§n\p¥ WR cable advertising and of course, that an opportunity existed for the \·p§pk¥8\¥ With this objective, a team of inserts in newspapers served to Dainik Bhaskar brands promise of VXUYH\RUV IDQQHG RXW DFURVV support this critical phase. The an editorially driven, high quality, K¥ ww¥ p¥ 8wwS¥ 8¥ Lzw\§\¥ µpVpL8§p¥ §n\¥ \zp\¥ ¥ §n8§¥ the city to map the market, H[HUFLVH¿QDOO\WRXFKHG and customer sensitive approach. 8¥§¯p§¸¥\·p§\V¥g¥§n\¥ by households, commercial KRXVHKROGVDQGWKUHZXS¿QGLQJV 8ppv¥n8v8¥E8V¥zp\¥ establishments, and area wise that were as surprising as they The Product: g¥ 8¥ \Vp§p8ww¸¥ Vpµ\S¥ npkn¥ break up SEC wise. Thus, while were interesting. Dainik Bhaskar launched their ¯8wp§¸S¥8V¥L¯§z\¥\p§pµ\¥¥ WKH ¿UVW SKDVH RI WKH VXUYH\ Thus, an overwhelming Patna edition with the promise 88Ln focussed on understanding PDMRULW\ RI MXGJHG WKHLU of an unbiased paper that will requirements of the readers, but SOCIAL RESPONSIBILITY SUBSCRIPTION also garner appreciation for its SCHEME strong suite of weekend reading While studying the options. market through survey, K¥ vpk¥C¥'¥ The initial results have Dainik Bhaskar as an K¥ ¥C¥'¥£h¥¤¥z§n surprised sceptical onlookers. So organization did not far, the group looks set to repeat its forget its responsibility K¥ %\pV¥d¥¥§n towards the society. K¥ (¯\¥%\pVpL¥pg§¥d¥¥ own successful record of stunning launches, with the Dainik Bhaskar ¥·¥'h½¥'% ¥8¥8§¥g¥p§¥Lp8w¥ Patna edition crossing the magic K¥ Vµ§¥L¯¥g¥'¥½½½ \pEpwp§¸S¥ 8ppv¥n8v8¥ PDUNRIFRSLHVPDNLQJ §v¥µ8p¯¥k¯V¥pp§p8§pµ\R it the largest daily in the city on not be dependent on government LAUNCH day. Joy of Giving Booklet: advertising. Complimenting For readers in Patna, the good ¥8\8w¥§¥¯EwpL¥§¥V8§\¥ this is a reader friendly price of news did not stop at just the z\§npk¥g¥§n\¥\\V¸ 5V SD\DEOH WKURXJK VRPH addition of a fresh new option Diwali: p§pE¯§p¥g¥ attractive subscription schemes. to their city. Competition has Evw\§¥n8µpk¥8\n¥8·zp¥ With the full might of the followed Dainik Bhaskar’s lead %n§¥8V¥8§p national news network of the with a downward revision in Chhatth Pooja:¥ p§pE¯§p¥ group and multiple quality WKHLURZQFRYHUSULFHVEHQH¿WLQJ g¥8§p¥8wk¥¶p§n¥ 8w\V8¥g¥ FRQWHQWWLHXSVDQGDVWURQJORFDO all readers in the city, and ½i¥8V¥ p§pE¯§p¥g¥18§\¥ team for the right local news. establishing the stage for a major ¯Ln\ The group hopes that the edition expansion of readership and Distribution of Health will not only meet the news reach in the city. Booklet:¥pLw¯Vpk¥ p\§¥ n8§¥ 8V¥n¶¥§¥wpµ\¥8¥n\8w§n¸¥wpg\ NO.1 FROM DAY 1 DAINIK BHASKAR PATNA EDITION their future readers and their existing newspaper to be biased. needs, the second phase of the 7KHDYHUDJHFRYHUSULFHRI5V outreach focussed on connecting per annum was considered too ZLWKWKHLUH[SHFWDWLRQVDQGSUH KLJKZDQWHGPRUHSROLWLFDO 1,70,000 booking them. The company analysis in their paper. Finally, focussed on local media and reach H[SUHVVHG GLVVDWLVIDFWLRQ programmes, be it hoardings in with the look and feel of their COPIES prominent locations, cinema existing paper. All in all, a 0(',$ COMEDY CENTRAL The Clutter-breaker As the channel completes two years, afaqs! Reporter caught up with Ferzad Palia to know more about the journey of Comedy Central in India. By Prachi Srivastava

xactly two years ago, Viacom18 launched a watching the channel, Palia adds that Comedy comedy entertainment channel - Comedy Central is being watched by people across age ECentral - believed to be a clutter breaker in groups. “People are watching the channel in the English general entertainment space because of different times of the day. For instance, I don’t its ‘special’ focus. The channel that got publicised expect ‘House of Lies’ to be huge amongst initially through word-of-mouth is still banking 15-24 year olds because its more for the working heavily upon the ‘effective’ medium. audiences, who will understand that fairly evolved According to Ferzad Palia, senior vice-president and general manager, English entertainment, Viacom18, the channel never had the kind of budget to go out and blast crores of rupees on any campaign. “For us, social media and hangout tie- ups are powerful and we have a robust network to “Comedy Central was back us in terms of promotion. However, one very never a cheap channel to important factor of publicity for us has been ‘word- of-mouth’ since our audience is very aspirational. advertise on.” Also, since the shows end within 20-22 episodes, it is never justified to go out and spend an exorbitant they have never heard of. There was a time that amount on mass media,” he says. we really wanted the big name shows. But we Comedy Central was launched on January 23, quickly realised that those are not the ones that the 2012 with the brand philosophy of ‘Laugh it Off’. audience really wants to watch. We are focused on Palia recalls, “We had certain hypotheses but we building Comedy Central as a brand not on the didn’t know how it would eventually turn out. back of one show or another,” Palia adds on the You can easily be waved off with a click of a button lessons from the past. here. The biggest need for us was to differentiate Palia explains that it’s more challenging to from existing players who had been around for please an audience that has greater exposure to years and we did that very successfully.” international content. For Indian audiences, he As a channel offering humorous content, it has believes that the more evolved the content, the also been a good medium for advertisers. Palia more difficult it is to retain audiences. While believes that for Comedy Central, it’s more about English GECs cater to more urbanised audiences, getting advertisers who are interested in seeing the Palia says that this year, there will be more benefits of the channel they are advertising on, action for Comedy Central in the smaller markets, versus increasing ad rates. The channel has thus Palia: a healthy baby so far especially the 1 million+ markets. “The genre is not increased ad rates significantly since its launch. metro-focused. We are seeing traction from a lot “It’s not been about increasing ad rates because we humour. A show like Anger Management, on of smaller markets but are we focused on them? never sold Comedy Central cheap. There are some the other hand, will be liked by everyone. Also, I No! We are just available there,” he laments. channels that follow the strategy wherein they sell didn’t expect Mash to be watched by the 15 year As of now, the channel is airing around 30 cheap initially, get advertisers and then later on old audience, but it’s happening as the fathers are hours of original content every week. It has tied increase ad rates. But I don’t think it works that making their sons watch the show.” up with multiple independent studios to acquire way. Our ad rates have always been healthy.” Suits and Anger Management have been two content. On a signing off note, Palia says, “We are Handset manufacturers, confectionery, really successful shows on the channel and are learning to talk, walk and I think it’s been a healthy automobile, FMCG and jewellery brands have the larger focus of 2014-15, according to Palia. baby so far. Now, it’s about ramping it up.” advertised on the channel. However, Palia adds “We are trying to get audiences to sample shows [email protected] that as opposed to Hindi GECs, the English GECs’ bread and butter do not depend on any particular category. Comedy Central also rolled out its first consumer product line - South Park << FRQWLQXHGIURPSDJH in which editorial write-ups - Dinamalar, says that these T-shirts - last year. It plans to build on that as it and follow ups - on civic issues campaigns tend to voice the continues to contribute to the on-ground events supplement the advertising problems of the middle class and in various forms. Along with LIVE Viacom18 (a Chalk and... in print. Nitin Chaudhary, the underprivileged. “When such subdivision under Integrated Network Solutions), business development head, campaigns take off, a mass voice Comedy Central organised the Chuckle Festival readership figures because these HT Media, Mumbai, says that is formed and the authorities last year. Comedians like Gabriel Iglesias, Eddie are available only once a quarter. TV fails on delivering because are compelled to sort the issues. Ifft, Paul Varghese peformed in Mumbai, Delhi In comparison, “Reliance it is unable to mobilise on the Over a period of time, people and Bengaluru. on recall is negligible for TV ground.” When newspapers get realise that a certain newspaper Early last year, the channel also brought down measurement,” says Malhotra. associated with causes, it evokes that has taken up the campaign Sugar Sammy to do shows in India. “All the reader interest, and helps in has a strong voice and values.” on-ground shows that we have done have worked LONG-TERM GAME recalling the newspaper brand The divergent routes taken by really well for us. We get in and try help people ith more time on their when readership surveys are newspapers and TV channels wherever we can and partner with them to put out Whands and a penchant for conducted later. are unlikely to converge anytime a good show.” analysis, dailies are better placed Benjamin, deputy regional soon. On viewership trends and kind of people to run long-running campaigns manager at the Tamil daily [email protected]

36 afaqs! Reporter, February 1-15, 2014

,17(59,(: S SUBRAMANYESWAR> NATIONAL PLANNING DIRECTOR, LOWE LINTAS & PARTNERS INDIA “Every brand needs a social proposition”

Lowe Lintas won six Gold at the recent Effie Awards to become the Agency of the After Jaago Re, you seem to have found a sweet spot with CSR-type, ‘social’ campaigns. Year. The agecncy de-throned Ogilvy, who had retained that position for last four And this has worked for you. Hit upon a years. Excerpts from an interview: By Ashwini Gangal formula of sorts, have you? We believe brands need to have a bigger, higher s I started my interview with S to win this title, what went right this time? order purpose and a social proposition. Each brand Subramanyeswar, national planning From our begining, we went about things in needs to have a definitive point of view - its own Adirector of Lowe Lintas & Partners India, an organised manner. It started with asking worldview. People tend to relegate it to some sort the photographer’s cell phone rang loudly. ‘You’re the question ‘What is the brand problem?’ We of Corporate Social Responsibility, but it’s not my pumpkin pumpkin, hello honey bunny...’ it blared, believe in a problem-biased thinking. We spent that. Once upon a time, government and religious spewing lyrics rightgpp out of Lowe’s popular ad a lot of time on identifyingyg each brand problem p institutions used to codify things for us and tell for Idea Cellular. Manners demandeddemanded one, butbut ccorrectly,orrectly, somethingsomething not usus wwhat’shat’s ggood and bad, in a post-modern world, an apology seemeded out of placeplace in thethe face ofof eeasyasy to articuarticulate.late. brandsbrands havehave taken on that role. such delightful serendipity,rendipity, especiallyespecially whenwhen thisthis OOncence tthathat was campaign fetched the agencyagency one of its six Gold ddone,one, we thoughtthought WhyWhy do youyo think this has happened? awards at the recentlyntly held Effies.Effies. ‘‘What’sWhat’s the best Our culturecultur is becoming increasingly atomised. sstrategictrategic papathth As people, we relate to each other the way atoms Other campaigns that pulled in Golds for the ttoo be taken?’ inin a physiphysicalca or chemical compound do. We lack agency include tthosehose for Lifebuoy, Kissan, ffollowedollowed bbyy meaningful,meaningful morally coherent relationships with Tanishq and Idea (Telephone Exchange). Lowe ‘‘DoesDoes this patpathh eacheach other. Occasionally, some galvanising event won the Agency ofof tthehe Year title,title, one heldheld by ssolveolve tthehe proproblemblem occursoccurs - AnnaA Hazare movement, 26/11...these Ogilvy for the pastast four years.years. The last time iinn an ememphaticphatic eventsevents offeroffe coherence for a while. It is human Lowe topped the EffiesEffies was back in 2006. mmanner?’anner?’ naturenature to seekse meaning. Today, society is not able toto offer that,tha so brands have risen to that role. Though the Effiefie Awards ultimatelultimatelyy reward FForor example,exam Idea Cellular may not have the ads, the judging criteria includes aspects like resourcesresources ofo Airtel or Vodafone, and may not be marketplace effectiveness,tiveness, makingmaking it more ofof thethe market leader, but it is clearly a thought leader. a ‘planner’s thing’.’. Interestingly, one TToday,oday, ffor people, it’s not about ‘What am I of the reasons Subramanyeswar,bramanyeswar, buying?’buying?’ butbu ‘What am I buying into?’ joined Lowe two years back, TThathat is ththe only differentiator today. Everything is the agency’s “plannin“planningg elseelse is becomingbeco parity. Everyone has access to culture”. technologytechnology and resources so everyone can create a greatgreat product.produ In the past, the difference between Excerpts. thethe marketmarket leader and the No.2 product used to bebe vast; today,to even a No.4 player can knock off What makes this vvictoryictory thethe leader.leader In such a scenario, the differentiator more sweet - thehe factfact iiss a distinctdistin point of view a given brand holds. that you dethronedroned Ogilvy or the fact SoSo wouldwou it be a step back for a brand to that it’s an awardrd forfor talktalk aboutab its product proposition over a effectiveness, thee onlonlyy ssocialocial proposition in its ads? type of industry award SStandingtandi for a higher purpose doesn’t mean Lowe believes in?n? AnAndd yyourour pproduct story will go away. As a brand, has the pressure to stastayy yyouou willw keep coming up with new product on top begun? iinnovationsnnova and new variants. So when you (laughs) Well, thee agendaagenda hhaveave newne news to talk about on the product has never been ‘Oh II’ve’ve front, thenth yes, by all means you should talk to dethrone Ogilvy’;lvy’; that’s aaboutbout it iinn your ads. But never give up your not how we approachedproached it. hhigherigher purpurpose.p We wanted to raiseise our own PPreviously,revious people paid a premium because standards. The restt happened as ssomethingomething was positioned as a ‘brand’ and not a byproduct. just as a ‘product’;‘p today every damn thing is a Pressure yes, but it’s a bbrand.rand. So having a higher purpose is the only responsibility we’lll eenjoy.njoy. Now ddifferentiator.ifferentiato In the future, more brands will vie the only way is up.. fforor a higherhigher purpose. BBrandsrands should try and replace the question Journalists oftenften asaskk ‘‘WhatWhat do wew do?’ with ‘Why do we exist?’ Once people what wentnt wrong. yoyou,u, as a brbrand, discover that, you will never play The question hhereere is - a smasmallll gagame;m but a higher order game. after seven years ofof tryintryingg FOTOCORP [email protected]

38 afaqs! Reporter, FebruaryFebruary 1-15,1-155,2, 22014001014141 4

%<,19,7$7,21 Well-known professionals write on issues that they feel passionately about

VIVEK MALHOTRA Breaking News

s society a reflection of its news Week 18 saw a similar rise on Friday Durga Shakti Nagpal Suspension and This was the highest duration and or is it the other way around? when Indian prisoner Sarabjeet was Fodder Scam made fresh headlines highest viewership story of the year, IThe year 2013 was one that made cremated. in the corruption space, the biggest and visuals of the surging water levels the answer to this puzzle more Within two weeks of Week 6, on of all - IPL Season 6 players in a of the Yamuna and the submerged perplexing. A quick look at the top 30 February 21, at around 19:00 IST, spot fixing scam. Sreesanth’s towel Shiva Murti became symbols of this stories that dominated news in 2013 two blasts occurred in the city of left Shahrukh’s shoulder surgery far unfortunate disaster. This almost shows that at least 20 were focused Hyderabad. The bombs exploded in behind in TRPs. The Mumbai Police doubled the viewership of the genre. on either crime or corruption in Dilsukhnagar, a crowded shopping had issued summons to Vindu Dara Another big piece of news in one way or another - thus, in a way area, within metres of one another. Singh too, and there was a controversy sports came when Sachin Tendulkar shaping the way we looked at things around us. The gap between the No. 1 player PEAKS AND TROUGHS and others increased in the Hindi news segment, while English saw (Week-by-week Hindi news viewership, 2013) the other erstwhile smaller players gaining ground against the leaders. The leadership in both segments remained largely absolute if one looks at the year in entirety - with Aaj Tak leading in Hindi and Times Now leading in the English pack. Digitisation and inclusion of the LC1 markets increased the leadership GRP in per cent position of the strongest brands. Aaj Tak reached up to an average of 18.2 per cent in 2013 (C&S 15+ HSM universe), as compared to 18 per cent in 2012 (HSM universe). Ironically, at the end of 2013, the Delhi Assembly didn’t let anyone emerge in absolute leadership, the way the TRPs did. In fact, the year started on a very heart-rending note from the same The same week sparked the on Dhoni’s stake in Rhiti Sports. By announced his retirement. He retired city, with gang-rape dominating corruption issue with the helicopter virtue of the sheer time given to the from Twenty20 cricket in October the news landscape. No wonder deal - Indian parliamentary IPL scam in the news, it made it to and subsequently announced the Delhi Assembly Elections also investigation began and there were the top three-four stories played in his retirement from all forms of dominated the year end. In fact, it is allegations of bribery and corruption the news genre. In fact, if we do an cricket, retiring on November 16 estimated that of the five states going involving several senior officials estimate of news viewership, IPL:IPL after playing his 200th and final Test into elections, almost 50 per cent of and helicopter manufacturer Agusta Scam would have scored near about match against the West Indies at the news duration went in covering Westland, surrounding the purchase 30:70 in TRPs. It was the top story Mumbai’s Wankhede Stadium. developments in Delhi and the rest of a new fleet of helicopters. The for four consecutive weeks, which is Another story that reveals the was almost equally divided between scandal was referred to as the longer than even the news covering Indian viewer’s focus on visuals was Chhattisgarh, MP and Rajasthan, Chopper Scam or Chopper Gate by the cloudburst in Uttarakhand. the Phaillin Cyclone warning. The with negligible attention to Mizoram. the news channels. English news After Week 25, there was Saturday of Week 41 contributed Also, the other pillar, Pakistan, actually gave this more weightage an upsurge in the overall news almost a quarter of that week’s and its firing on Indian soldiers kept than the Allahabad stampede the viewership with the cloudburst in viewership. itself in the headlines through the same week. Uttarakhand. In June, a multi-day As shown in the graph, the year starting in January. Parliament On February 10, which was the cloudburst centred on the North Asaram Case, Gold Hunt and Daudia attack convict Afzal Guru was 27th day of the 55-day Hindu festival Indian state of Uttarakhand caused Kheda, and obviously the Assembly hanged and buried in Tihar Jail of Kumbh Mela, a stampede broke devastating floods and landslides, Elections were stories that topped at 8:00 am on Saturday (February out at the train station in Allahabad, making it the country’s worst natural the Duration and Viewership Charts. 9), less than a week after President Uttar Pradesh, killing 36 people. disaster since the 2004 tsunami. Looking forward to an ever- Pranab Mukherjee rejected his In the corruption stream, Coal Though some parts of Himachal changing news environment and mercy plea. The news broke early at Block kept on dragging as a main Pradesh, Haryana, Delhi and Uttar what it has to offer in 2014. 7:22 am on a leading news channel headline, though viewership returns Pradesh also experienced heavy and built a viewership of 20 per cent on the story gradually declined. rainfall, over 95 per cent of the (The author is VP, marketing and more than an average day in Week 6. Railway Board Bribery Case, IAS casualties occurred in Uttarakhand. research, TV Today.)

40 afaqs! Reporter, February 1-15, 2014 -2%6:,7&+

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afaqs! Reporter, February 1-15, 2014 41 3(23/(

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

Express has appointed Amit Tripathi as COO, n old hand at JWT, Debu Purkayastha, ECD erstwhile sales head, India News Aand VP, has decided to move on from the Based in the Delhi-NCR region, Tripathi agency after a stint of almost 11 years (ending in reports to Vinod Kapri, who recently joined News April) to pursue personal interests. He was based Express as CEO and editor-in-chief. The news in Mumbai. channel has also appointed Anuj Dwivedi as vice- Purkayastha also owns a designing company, president, distribution. Rubberstamp that provides designing services for The announcement comes close on the heels of print, web, television and outdoor. With over two Satish K Singh’s appointment as consulting editor decades of experience, he started his career in 1992 of News Express. It also appointed Zee News’ as a visualiser at Triton Communications. FOTOCORP FOTOCORP SUNIL LULLA MK ANAND Paritosh Chaturvedi as deputy executive editor. Meanwhile, IPG Mediabrands roped in Arun On the print side, DB Corp has promoted Raja Sharma of Bharti Airtel, South Asia as vice- Mitra and Dharmendra president. Sharma, who was heading the media here was a significant movement in the Atri as national sales division of Airtel as vice-president, marketing and Tbroadcast media industry with Sunil Lulla, heads as part of its head, media, will be part of IPG Mediabrands’ erstwhile managing director and chief executive corporate sales and Delhi team. officer, Times Television Network, being marketing strategy and With more than 17 years of experience, Sharma promoted as president, corporate development at organisation. worked with Bharti BCCL group. At TTN, he will be replaced by M Mitra is the national Airtel for over a decade. K Anand, who recently quit Disney UTV Media sales head for DB Corp’s Prior to this, he worked Networks as its managing director to join the Madhya Pradesh and with media agencies Times Group. Chhattisgarh (MPCG), and handled media Lulla was overseeing the broadcast business Bihar and Jharkhand strategy of brands of TTN and has spent more than eight years in RAJA MITRA markets, while Atri including Coca-Cola, the company. In his new role at BCCL, Lulla handles Rajasthan and Nestle and others. will work closely with Vineet Jain, MD, BCCL Chandigarh, Punjab, After the Group and Satyan Gajwani, CEO, Times Internet, Haryana & Himachal appointment of Simi overseeing the group initiatives in different genres. Pradesh (CPH2) Sabhaney in the Meanwhile Anand, an old BCCL hand, is markets. previous fortnight, ARIJIT RAY returning after his stint with Disney UTV group. The announcement Arijit Ray, erstwhile He has worked with The TOI group for 19 years, comes in the wake CEO of Dentsu both in print and TV business. of the state-wise Communications, has been given the mandate to Meanwhile, the international networks BBC structuring of the lead new business development at Dentsu India Worldwide India and Discovery Networks company’s corporate Group. have also announced new appointments. BBC sales and marketing In his new role, Ray will work closely with has strengthened its production team and (CS&M) division that Rohit Ohri, executive chairman, Dentsu India appointmented Akhauri Sinha as COO, content DHARMENDRA ATRI took place almost a year Group to plan and implement new business and production. Based in Mumbai, Sinha will ago. development strategies. report to Myleeta Aga, SVP and GM, India and Mitra has more than 21 years of experience Ray’s career in advertising began with Alfred content head for in different roles in the industry. Atri began his Allan Advertising in the early ‘90s, from where he Asia, and will oversee journey with DB Group in 1998. In a span of moved to Triton Communications. BBC Worldwide’s 16 years, he has shouldered the responsibility On the BTL front, DDB MudraMax promoted production business in of advertising sales at different locations of DB Rohit Samarth as head, experiential. He will the country. Group such as Rajasthan, Gujarat, Chandigarh, report to Mandeep Sinha joins BBC Punjab and Haryana. Malhotra, president, Worldwide from DDB MudraMax. Moving Picture Samarth was Company (MPC) in appointed as senior Bengaluru, where he MARKETING vice-president, Terra, headed the India studio the rural marketing arm for the global visual n a recent development at Tupperware India, of the agency, in 2012 effects giant. Earlier, JB PERRETTE IChandan Deep Singh Dang has been appointed but now he will be in he has worked with chief marketing officer. He replaces Anshu Bagai charge of the agency’s Nimbus and UTV. who left Tupperware in October, 2013. Bagai nationwide experiential J B Perrette, erstwhile chief digital officer joined AMC Cookware as managing director. campaigns. He has over of Discovery Networks International, will be In his new role, Dang will be responsible for 25 years of experience. SANCHAYEETA VERMA shortly stepping into the shoes of Mark Hollinger, conceptualising, designing and implementing Suraja Kishore outgoing president of the network. Hollinger has strategic initiatives to drive the company’s growth has quit Publicis Ambience and joined McCann been with the network for close to 23 years and in India. This includes development and launch Erickson as head, planning for Mumbai. With over announced his resignation in September, 2013. of India-specific products and programmes, 17 years of experience, Kishore has worked with Perrette joined the network in October, 2011, building consumer insights, creating relevant Mudra, Lowe Lintas and Publicis Ambience. Some before which he was with NBC Universal, communication, brand building and driving of his successful campaigns include Idea’s ‘What where he served as president, digital and affiliate effective incentive and loyalty programmes for an Idea Sirji’ and Tata Tea’s ‘Jaago Re’. distribution and content distribution strategy, the field force. Maxus promoted Sanchayeeta Verma as leading North American distribution of television He will also handle institutional sales for managing partner erstwhile GM, Maxus South. and film content across platforms. Tupperware. She has been with Maxus for over 11 years. The budding Hindi news channel, News

42 afaqs! Reporter, February 1-15, 2014