September 1-15, 2013 Volume 2, Issue 8 `100 24 34

INTERVIEW Ajay Kaul The CEO of Domino’s listens well. 6

BRITANNIA CHEESE Fit, Not Fat Junk food has damaged the reputation of cheese. 22

PROFILE Atique Kazi Before landing in GroupM, he has travelled the world.

IDEA Stringing a Connection 12 LONELY PLANET Digital Escape 14 DAINIK BHASKAR-UNMETRO All that a publisher, marketer or agency executive would Markets Driving India 28 want to know about 4G and its aftermath. INMA 2013 The Credibility of Print 32

EDITORIAL

This fortnight... Volume 2, Issue 8

t is hard to imagine the future. More than 20 years ago, just before the satellite EDITOR Itelevision explosion hit India, I read a column by a prominent media expert. She Sreekant Khandekar

September 1-15, 2013 Volume 2, Issue 8 `100 went on about the dozens of channels that would soon be beamed into our homes. For PUBLISHER 24 34 us at the time, used to only Doordarshan, it was impossible to comprehend the picture Prasanna Singh of the future she was painting. SENIOR LAYOUT ARTIST Vinay Dominic INTERVIEW Ajay Kaul The CEO of Domino’s listens well. Some years later, when mobile telephony came, it was treated as an emergency PRODUCTION EXECUTIVE 6 service – not surprising since each minute of talktime cost a pocket-emptying `16. Few Andrias Kisku could have imagined that within a dozen years most Indians would own a phone. ADVERTISING ENQUIRIES

BRITANNIA CHEESE Rahul Puri, (0120) 4077833, 4077866 Fit, Not Fat Junk food has damaged the reputation of cheese. Noida 22 Even fewer could have foreseen that it would allow migrants to the city to chat Arunima Bhattacharya, (022) 40429702-5 endlessly with their families back in the village. And, I am sure, no one anticipated just Mumbai how liberating mobiles would be for the smallest Indian entrepreneur – the vegetable PROFILE Atique Kazi [email protected] Before landing in GroupM, he has travelled the world. vendor, the drain cleaner, the key maker. They have gained because their contact IDEA Stringing a Connection 12 MARKETING OFFICE LONELY PLANET Digital Escape 14 numbers are painted on walls and nailed on trees. DAINIK BHASKAR-UNMETRO B-3, First Floor, Sector-4, Noida-201301. All that a publisher, marketer or agency executive would Markets Driving India 28 want to know about 4G and its aftermath. INMA 2013 Tel: (0120) 4077800. The Credibility of Print 32 These are random examples to illustrate that when there is a big technological leap, MUMBAI it is hard to comprehend where it might lead, how it might be used by consumers. 501-502, Makani Center, 5th Floor, Off Linking Road, Bandra (W), 4G is one such. At this moment it is easy to dismiss the hoopla: ‘When 3G is still struggling with its Mumbai - 400050 Tel: +91-22-40429 709 - 712 teething problems, why would consumers want 4G?’ It is a valid question. However, the mobile user is BENGALURU evolving rapidly. As a colleague pointed out that in India, a country which gave the world the phenomenon S-1, New Bridge Corporate Centre, of the missed call, consumers now obsess about data download schemes. And 4G is entirely about fast data 777 D, 100 ft Road, Indira Nagar, download. And mind you, these aren’t just the well-to-do but the less privileged as well. Bengaluru - 560038, India SUBSCRIPTION ENQUIRIES A 27-town survey of 21,000 households 10 months ago expected the number of Indians surfing on their Akhilesh Singh, (0120) 4077837 [email protected] mobiles to grow 50 per cent to 130 million in 2013. The same survey found that among these users, the average monthly mobile bill was `460 of which about `200 was spent on surfing the internet. Owned by Banyan Netfaqs Pvt Ltd and Printed and published by Prasanna Singh, The great Indian data game has already begun. 4G will only hasten it. at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063.

Printed at Cirrus Graphics Private Limited B-61, Sector 67, Noida (U.P.), 201301 Sreekant Khandekar Cover Illustration [email protected] Tiffin Box CONTENTS 36 20 PLUS

VIRAL NOW The Prank Promotion 14 TV SOAPS Aging Miracle ICICI LOMBARD Female characters in Safety Drive 16 Hindi serials jump from age to age easily. BCCC In the Line of Fire 31 INTERVIEW 35 8 Santosh Iyer DNA Inspiring Good 35 Mercedes-Benz’s Indian consumer is getting younger. ERRATA VODAFONE 10 KK Goenka is managing director, Prabhat Khabar (August Puppy Love 2.0 BLACKBERRY HONDA 2013, Print Special) and not as The service provider goes for Jumping the Queue Starry Ride mentioned in the story. The error is regretted. the ‘first love’ route to rope in The brand’s users get a Ride a Honda Dream Neo, Editor more users. chance to get ahead. become a superstar.

afaqs! Reporter, September 1-15, 2013 5 1(:6$'9(57,6,1* BRITANNIA CHEESE Fit, Not Fat The explosion in the popularity of fast food has given cheese a bad name in India. The new Britannia TVC tries to change that perception by arguing that cheese is actually healthy. By Rashmi Menon

rouble for a category like cheese can come from unusual places. A decade ago, TBritannia’s campaign emphasised how one slice of cheese was equivalent to a glass of milk. Today, the scenario is completely different, what with the category gaining notoriety as an unhealthy food item. This is precisely the ‘myth’ Britannia Cheese has decided upon itself to tackle with. After a span of eight years, the brand, in its latest campaign, created by McCann Erickson, shows a young boy educating his mother, in an entertaining fashion, on the nutritional components (protein, vitamin A and calcium) of cheese. Explaining the intention of the latest campaign, Ashok Namboodiri, head of Britannia Dairy Products, says that with the explosion of fast food chains, people’s first association of cheese comes from the kind of food dished out at fast food chains such as McDonald’s (300 restaurants), KFC (223 restaurants), Domino’s (600 pizza outlets). The context in which today cheese is viewed and Yet, the challenges this, according to Namboodiri. He adds that the consumed by people is with remain in educating duality of the digital medium helps the brand put fast food. So, while cheese, consumers about the forth its brand proposition, and also informs and per se, may not be unhealthy, product and growing educates consumers. it being clubbed with fried the category further. The brand has an interactive microsite, which patty, French fries and “There remains not only engages with the children in an appealing cola drink resulting in an confusion among manner, but also educates them about the various unhealthy combination. consumers. They are ranges of cheese on offer. “There is a perceived not sure whether cheese linkage of these foods as is healthy or unhealthy,” CONSUMPTION PATTERN junk and fattening foods. he acknowledges. nlike the Western countries where cheese Same is attributed for Britannia cheese’s Uis a part of daily meals, it is still fairly cheese also, whereby, last campaign was in unknown to Indians; the closest thing to it that consumers today perceive 2005, when it introduced Indians are familiar with, perhaps, is paneer. cheese to be fattening,” he Britannia cheese’s brand Besides, the Indian consumer is less concerned explains. positioning. According about the origin of cheese and more occupied Through the current to Namboodiri, the with the form in which it is available, Namboodiri campaign, the brand campaign worked very reveals. Also, cheese being a premium category reasserts its proposition - well for the brand over product, the consumption pattern is higher in the a glass of cow’s milk in the years. In fact, efforts metros and mini-metros. every slice - and informs such as information Interestingly, the campaign was launched consumers about how the on product package, because the sales figures saw an upward swing brand’s cheese is nutrition- modern format retailing in the months of July and August. This was rich. and below the line attributed to the start of the school year. Cheese activities have sustained the slices are used primarily with bread and also find communication, launched during the campaign. their way onto breakfast tables and lunch boxes. Unlike the Western For the current campaign, the brand went to In fact, the sale of cheese slices slow down during countries, where cheese mass media, through its ongoing summer holidays, Namboodiri programme on consumer research. informs. is a part of daily meals, it is Besides television, the brand will As for cheese cubes and blocks, engage with consumers through they are mostly grated and added to still fairly unknown to the on-ground consumer activations, enhance the taste of food, a practice and interactive activities on the that is catching up in households Indians. digital space. “We are focused on too. Cheese spreads are also seeing Despite popular perceptions, cheese has been building on the earlier proposition,” increased acceptance. Namboodiri doing very well for itself. In fact, the category has Namboodiri states. says that people who experiment seen 10 per cent compounded growth, year-on- Given that consumers spend a lot with cooking and baking, use it to year. The other players in the category are Amul, of time online for information and give the extra edge. „ Gowardhan’s Go Cheese and Le Bon Cheese. recipes, cheese lends very well to Namboodiri: say cheese [email protected]

6 afaqs! Reporter, September 1-15, 2013

1(:6$'9(57,6,1* HONDA DREAM NEO Starry Ride Honda has released a new campaign for its Dream Neo motorcycle that urges semi-urban and rural riders to conquer their daily grind with superstar-like confidence. By Ashwini Gangal

Bollywood films. According to Titus Upputuru, NCD, Dentsu Marcom, the agency that has created this campaign, the idea was to help “the struggling man out on the street” to take the mental leap into thinking of his life as a movie, in which he is the protagonist. Anand Murty, VP, planning, Dentsu Marcom explains that the TG comprises not just consumers, but strong, determined “personalities and characters”, who harbour carefully crafted dreams. Y S Guleria, VP, sales and marketing, Honda Motorcycle and Scooter India, states, “Creating a new paradigm in mass mobility, Dream Neo is Honda’s most affordable and most fuel efficient two-wheeler, ever, in India.” According to him, the product aims to delight Indian customers with its local and customer-centric theme. In fact, the print ads read ‘Dilkhush Daam’, in the context of the price of the bike.

ife with semi-urban imagery, references to Sapne’. Besides the 60 and 45-second edited bad roads, words like ‘phillum’ and visuals versions of the TVC, outdoor, cinema and press Rof classic ‘desi’ phrases like ‘Horn OK also form part of the media mix. Please’, Honda Motorcycle and Scooter India’s Region-specific full page print ads are being new ad for the Dream Neo, titled ‘Apni Film Ka rolled out. These ads celebrate the common man Superstar’, aims to promote the new affordable, from ‘small town India’, by introducing him in entry-level mass bike. typical ‘movie title style’. Each ad introduces a The brand’s pre-campaign consumer research ‘hero’ from a different geography by naming him revealed that the two-wheeler consumer from and then saying ‘in and on Dream Neo’, a clear non-metro India is a self-assured man who is the pun on the way Hindi film opening credits name HIT OR FLOP? anchor for his family; someone who confidently the actor playing the title role with ‘in and as’. The nirban Chaudhuri, head, strategic planning, braves the challenges of daily life. The idea, names used in the print ads include Ganeshan for ADraftfcb Ulka, Delhi, says, “For the average therefore, was to reveal this finding by glorifying the South, Madan Singh for the Rajasthan region, Indian family, the breadwinner is indeed a this man and portraying him as the ‘superstar of Malkeet for the North, Sachin for the West and superstar. So, the attempt to appeal to his heroic his own life’. Arjun for the Central zone. self-image is interesting. The kitsch props add to Shot in Siddhpur, Gujarat, the ad falls under Through this campaign, the brand addresses Honda’s broader brand promise, ‘Sach Kardenge a star-struck TG that is extremely influenced by FRQWLQXHGRQSDJH>>

1(:6$'9(57,6,1* VODAFONE Puppy Love 2.0 Vodafone breaks its new ‘Made For’ campaign with a slice-of-life film called ‘Made for First Love’, which aims to promote the brand’s network and connectivity credentials. By Ashwini Gangal

conscious attempt to keep it real. “In real life, if someone’s on the phone next to you, you’ll never see the person on the other end of the line. And split screen execution is a ‘done’ thing. So, we decided to leave the joy of picturing the girl in the ad to the viewers. There’s a certain mystery to showing only one side of the call,” he says. Led by television, the 360 degree campaign will be extended to print, outdoor, digital, radio and on-ground media platforms.

LOVABLE INSIGHT? hile Ashish Khazanchi, vice-chairperson and WNCD, Publicis Ambience, thinks it is a “nicely crafted” and “fairly charming” film, he wonders whether, in this category, that’s enough these days. “In the last year or so, this category has become extremely high decibel and competitive. It is either the big sales pitch of the offers or extremely high impact advertising that has been the order of the day in telecom. I know there will be enough number of pre-pubescent boys rom the house of the brand that famously going all ‘fruity’ about it, but unlike them, I don’t likened its network to a canine companion, “We decided to think it’s going to give the marketing folks in the Fwith its ‘wherever you go, our network follows’ competitors’ offices any sleepless nights,” he says. campaign, comes yet another rendition of the leave the joy of As an odd aside, Khazanchi points out that same thought. In this new film, viewers are let picturing the girl this is one of the rare (or perhaps only) Vodafone in on one side of a conversation, between two ads where the agency has shown a phone actually love-struck teenagers, that goes on for hours on in the ad to the being used. end. Quite clearly, the objective is to demonstrate viewers.” Minakshi Achan, co-founder, Salt Brand how Vodafone’s network facilitates uninterrupted, RAJIV RAO Solutions, feels ‘first love’ is a delightful way to lengthy conversations with no call drops, through communicate the product benefit. For her, the a never-ending conversation between two idea is “bang on!” “It occupies the same world of SUSHIL KUMAR adolescents in love. innocence which is created for all of Vodafone’s Created by Ogilvy Mumbai, the ad is part of a that ‘Vodafone’s network will never leave you’, work,” she says. larger ‘Made For’ campaign. More ads designed to while this one, though ultimately about network, With such an age-specific insight, is there a risk bring out the brand’s network-related credentials, is more about how ‘your conversations will never of alienating members of the TG that don’t fit the through relatable everyday stories, are on the be interrupted’. ‘first love profile’? “You don’t have to be 18-year- cards. As shared by the Vodafone spokesperson, Propositions that the upcoming films are likely old to appreciate the film. It is a universal idea and “Every day our users push the limits of our to bring out include: ‘wide reach’ (availability of I certainly don’t see it alienating anyone. In fact, network a little bit more. The brief to the agency a signal at unlikely places like basements, lifts, it is very inclusive and charming enough to bring was to develop a campaign that reinforces network underground metros), ‘superior voice clarity’ (the a smile to your face,” Achan says. And as Ogilvy’s superiority among our users and users of other ability to be heard in a noisy place like a disco/ Rao puts it, “Everyone has been through this stage operators.” concert or a noisy local train compartment and at some point in their lives. So, it’s something all Rajiv Rao, NCD, Ogilvy India, says that the the ability to be heard while speaking softly) viewers can relate to.” campaign also looks to reassure existing Vodafone and ‘high speed data experience’ (superfast 3G, Achan reminds us, “Soppy girls have been seen users and tries to make the choice easy for new uninterrupted internet connection, internet in Indian advertising a million times, but a young users who’re yet to select a network. Regarding availability outside cities and ease of downloading boy revelling in his first love, wanting to stretch inevitable comparisons of the First Love film to or streaming heavy files). the conversation and not wanting to stop, is quite the brand’s pug films, he explains that the two are About the current film, Rao says that showing charming and fresh.” „ different in that the pug campaign assured viewers just one side of the couple’s conversation was a [email protected]

<< FRQWLQXHGIURPSDJH Simran Sahni, group creative Sahni would’ve preferred some director, Cheil India, likes the The product aims bike stunts, scenes of the hero bashing thought, however, she adds, up ten villains simultaneously, to get Riding on Dreams... “Through the film, there is no to delight Indian the girl of his dreams and shots of the ‘dramatised heartland’ touch.” ‘superstar stuff’ that the protagonist customers with its crowds going crazy for him as he, He adds that with an increasingly does. Just driving from point A to perhaps, saves the world. “Right now, style conscious mass segment, Honda point B, with a narrative that just local, customer- it feels like the client has written the Dream Neo will have to fight only extols the features of the bike, is script,” she critiques. „ with its features. hardly superstar-like.” centric theme. [email protected]

10 afaqs! Reporter, September 1-15, 2013

1(:6$'9(57,6,1* IDEA VIRAL NOW Stringing a Connection Pushing Limits Nike’s latest ad marks the The telecom brand’s latest communication around Rakshabandhan aims completion of 25 years of to strengthen the police-citizen bond. By Devesh Gupta the ‘Just Do It’ campaign. By Satrajit Sen mid numerous cases of alleged police apathy After Eid, Christmas and Valentine’s Day, Idea towards women-centric crimes, the telecom Cellular continues its stream of ads centred around ave you ever dreamt of winning Abrand Idea recently released a television festivals, instead of familiar issues such as network, a set in a game of tennis against commercial that portrays cops as protectors of citizens. rates and plans. HSerena Williams? If not, Nike has The campaign aimed to strengthen the police-citizen Speaking on the trend, Shankar says, “The an apt campaign that urges you to push bond, around the festival of Rakshabandhan. challenge is always to break out of the commoditised your limits and do the impossible. The film shows a young woman on a two-wheeler environment and resonate with a diverse target The sports brand recently marked 25 stopping to ask directions at a police check post, in audience, which spans the urban and rural landscape years of the ‘Just Do It’ campaign, with an Delhi, on the day of Rakshabandhan. She finds the of India. Idea comes up with innovative campaigns, ad that challenges the public to take on its duty constable with an empty wrist. On inquiring which demonstrate the ‘Power of an idea’ in a fresh star endorsers. The ‘Just Do It’ line was first why the officer didn’t have a Rakhi tied, the cop and imaginative way. The key thought in every concocted for Nike in 1988, by advertising replies that he has been on duty since morning. The campaign has been to offer simple solutions to legend, Dan Wieden (of Wieden + girl, in an act of kindness, ties a Rakhi on the cop’s complex problems, powered by mobile telephony.” wrist. As the customary gift, the cop in turn gives her He further adds that there is certainly an increase his mobile number and asks her to just call whenever in consumption of most products and services she lands in any trouble. The film ends with the line- during the festival period, and the ads celebrate these ‘Public aur Police ke beech bandhan ek acha Idea hai’. festivals in a unique manner. Created by Lowe Lintas, the film establishes the The media mix of this campaign includes true essence of Rakshabandhan, a festival in which a television, digital and radio.

POSITIVE THREAD erzad Variyava, ECD, Law & FKenneth, finds the ad really sweet, with a simple concept that brings the brand seamlessly into the story. “It is so nice to see the police being depicted in a positive light. More so, they are shown as human beings and not just Kennedy). In its new ad, Nike has called a clichéd caricature we are used to in sporting legends LeBron James, NBA’s seeing. The interaction between the most valuable player, World No. 1 tennis policeman and the woman doesn’t player Serena Williams, footballer Gerard seem too forced or overdone,” adds Pique and boxing sensation Andre Ward. Variyava. He believes that the film Surfaced on August 21, the will help in keeping the Idea brand ad (http://www.youtube.com/ story alive. watch?v=aPkyPdubqDs) has become a brother promises to protect his sister in Nilesh Vaidya, founder, a.m. (an viral hit online, with more than 1.3 million any situation. Ashwin Varkey, creative independent ad agency), says, he YouTube video views in just 24 hours of director, Lowe Lintas, believes that ‘loved’ the ad. “It works at so many being uploaded. It had a total of 6,093,368 Rakshabandhan was a good occasion to levels, without trying hard at all. It views, on latest count. The film also strengthen the declining police-citizen gives a different twist to the story of has actor Bradley Cooper narrating the relationship. “There have been several protection and also humanises the sequence, along with a guest appearance cases, not just in Delhi or Mumbai scary creature we call the police,” he by actor Chris Pine (Star Trek). but across the country, where we find says. Vaidya adds that it is a nicely The film hopes to inspire viewers to police not doing their duty well and executed ad and it is tough to find push their physical limits - by challenging people being unhappy with them. This anything wrong with it. Though it has the sporting world’s greatest athletes. film is an effort to strengthen the a new concept, the film stays true to The film opens with snapshots of regular police-people relationship, along with the brand. people challenging the acclaimed athletes the brand communication,” he says. Both of them believe that the ad in sporting feats. The film also challenges He clarifies that the brand is not also raises the relevant issue of greater the audience to virtually compete against taking any sides. Citizens and cops, safety for women. the athletes featured, using Nike+ both important parts of the society, On the issue of Idea Cellular FuelBand, an activity tracker that is worn are approaching the situation of a regularly using festivals as its theme on the wrist to track daily activity and strained relationship. Thus, the brand instead of brand offerings, Variyava calories burned. felt that it is necessary to build an believes that is what gives the Using their Nike+ Running app, understanding as cops are the real brand a distinct flavour and a larger which maps users’ runs, distance and protectors of society. than life point of view. “Though calories burned, and FuelBand, budding Sashi Shankar, CMO, Idea Cellular, Rakshabandhan is primarily a athletes can judge how they fare against says that the brand wanted the agency North Indian concept, people across the famous athletes in the film, as well as to demonstrate an idea that has the geographies know about the festival their friends and other participants. power to change the lives of people, and will not be disconnected from it,” (Viral Now is a section about videos that are using the power of mobile telephony Variyava says. „ catching people’s fancy on social media) „ services. Varkey (top) and Shankar [email protected] [email protected]

12 afaqs! Reporter, September 1-15, 2013

1(:6',*,7$/ LONELY PLANET Digital Escape Lonely Planet’s campaign aims to drive engagement for its recently launched series, Short Escapes from Delhi, Mumbai and Bengaluru. By Satrajit Sen

onely Planet India, the Indian arm of the global travel guide book publisher, has Llaunched ‘Escape Express’, a digital campaign with an objective to drive engagement for its India website and also to generate awareness around its travel guides, more specifically, the recently launched ‘Short Escapes’ from Delhi, Mumbai and Bengaluru. The series Short Escapes is aimed at the metro dwellers looking for a quick break . Escape Express, conceptualised by digital agency with the hashtag #escapeexpress have seen 1,400 Iffort, was launched last month and is divided into tweets from 950 unique users with a reach of more two phases. In Phase I, the campaign asks the than 1,50,000 accounts generating over 13,00,000 website visitors to board a virtual train that moves impressions within two weeks of launch. from Delhi to Mumbai and Bengaluru, divided In addition, many bloggers/travel bloggers into three legs. During the journey through each have spread the word about the Escape Express leg, the visitor is asked several questions based on campaign, through their blog-posts. As of now, the locations covered in Lonely Planet’s Short Escapes campaign claims to have attracted 2,100 passengers series. A number of questions must be answered in on board the Escape Express, before the half-way order to progress to the next leg. stage in the journey. Phase II is called ‘Share Your Speaking about the campaign, Sesh Seshadri, Escape Diary’, where the participant director, Lonely Planet India, says, “Escape Express, shares his or her travel experience be another category called ‘Surprise Lonely Planet’s innovative digital campaign, via an article, photographs or Questions’, which will feature nine presents the opportunity for consumers to engage a video, which will be hosted on questions; three winners will be with the Lonely Planet brand via various interactive Lonelyplanet.in. Those who selected for each of these questions, online media and win hosts of exciting prizes. Like complete this stage are eligible to on the basis of creativity and quality our guides enable travellers to get to the heart win prizes. Winners will be selected of answers. of the destination, Escape Express enables the based on public votes and the judges’ The announcement of the Grand customers to escape to their choicest destinations decisions. Prize winners will be made on around Delhi, Mumbai and Bengaluru virtually. Participants can also win prizes September 5. They get to participate, answer simple questions under various other categories that The success of the Escape Express and share their travel experience via online media.” include ‘50 Early Bird Prizes’, and campaign is in tight integration with ‘Most Creative Tweet’. There will Seshadri: escape strategy Facebook and Twitter. The tweets FRQWLQXHGRQSDJH>>

into a series of comical animated While a man was shown packed VIRAL NOW images. These were displayed in a glass bottle, an elderly man was immediately on the flat screen TV given the Arnold Schwarzenegger billboard at the stop. look, and others viewed their The Prank Promotion distorted and altered faces, some even clicking pictures of their new Adobe, in an attempt to promote the new look. The amused, shocked and Photoshop Live software, ran an activation in a amazed reactions of those caught on camera were captured on a video, busy bus stop in Sweden. By Raushni Bhagia which was uploaded on YouTube on June 7. It has received more than hat happens when you ran an activation in a busy bus stop 16.8 million views, 1.14 lakh likes are caught unawares in Sweden. The prank involved a and 1,157 dislikes. Win a bored moment photoshop artist (magician) Erik The activation was implemented and you suddenly realise that the Johansson and a photographer, who by the agency Abby Norm and the world is watching? The moment were placed in a van opposite a film was produced by Autoboys. yields a priceless expression, worth bus stop. While the photographer The video has (Viral Now is a section about videos preserving for a lifetime, of course! captured images of the waiting received more than that are catching people’s fancy on social Adobe, in an attempt to promote passengers, the artist instantaneously media) „ the new Photoshop Live software, edited the images and turned them 16.8 million views. [email protected]

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For more details, call 9873444569 or email to [email protected] 1(:6',*,7$/ ICICI LOMBARD Safety Drive The social awareness campaign makes extensive use of social platforms and targets the online user in the age group of 20-45 years, owning either a car or a two-wheeler. By Satrajit Sen

ith a large number of Indians begining safety initiatives in coordination with government consider insurance not just a means of “We have a social and other organisations.” Wsaving income tax but a protection cover responsibility Launched in April, the campaign is an ongoing too, insurance firms have been quick to targeting one and has witnessed almost 100,000 views, the young Indian workforce on social media. towards across the videos uploaded by the company on To press home that point, insurance firm promoting safe YouTube. Designed by digital agency Ignitee, this ICICI Lombard has launched a social awareness campaign has resulted in increasing the number of campaign on digital platforms. Titled ‘Drive Home driving behaviour Facebook fans for the brand from 250,000 to the Safe’, the campaign makes extensive use of various on India’s roads.” latest 390,000 (a 56 per cent increase). social platforms, primarily Facebook, Twitter and SHANKAR NATH Besides, the #DriveSafe hashtag introduced by YouTube. The target audience for the campaign ICICI Lombard has trended globally at times on is the online user in the age group of 20-45 years, Twitter. The hashtag #BeltUpIndia was trending owning either a car or a two wheeler. safer. With every click a #beltupindia pledge is at No. 2 globally and No. 1 in India. As part of its ‘Drive Home Safe’ campaign, taken, which results in expanding the virtual safety More than 10,000 people pledged with ICICI the company has created a video titled ‘Cop belt across India. The company had set a target of Lombard, to belt up while driving, and drive safely. Experiment’, which focuses on analysing the 10,000 clicks and has long crossed this milestone. The videos that were initially launched on behaviour of motorists in terms of following traffic Besides, ICICI Lombard has also shot several YouTube were extensively promoted on social rules. It juxtaposes the motorists’ behaviour in the home videos, wherein kids request their parents media too. ICICI Lombard’s Facebook and absence of a traffic cop against that in the presence to follow all the traffic rules and regulations and Twitter followers were made aware of these videos of one. come home safely. The videos beautifully capture through contests and daily posts. They were The video, shot in heavy traffic junctions in the emotions of each child, who eagerly awaits his/ heavily promoted on the company’s website. The Mumbai, shows how motorists in general display her parents’ return each day. existing customers were also reached out to, lack of road sense and how the mere presence of Speaking to afaqs! Reporter about the objective through this initiative, and were requested to a cop instills a sense of fear, thus making them behind the campaign, Shankar Nath, head, participate. follow basic traffic rules. The company informs marketing and direct, ICICI Lombard, says, “Every “This campaign will reinforce that we are that a series of videos on similar lines will be year, we issue millions of motor insurance policies responsible corporate citizens and are acutely launched, to ensure that the message is taken across the country. We have a social responsibility concerned about the risks that our citizens are forward and creates additional impact. towards promoting safe driving behaviour on exposed to. As a leading car insurer, we would As a part of the initiative, the company has India’s roads. With this campaign, we are trying to like to be at the forefront, in terms of contributing introduced the ‘Belt Up India’ mobile app on its reinforce that by following traffic rules, the roads towards causes that focus on road safety,” Nath Facebook page, where users can come together of our country can become less dangerous. In the states. „ and pledge to wear a seatbelt to make Indian roads past as well, we have been associated with road [email protected]

<< FRQWLQXHGIURPSDJH guides for the Indian travellers. In 2012, Lonely Planet appointed Digital Escape... Noida-based agency Iffort as its digital partner. Started in 1973, Lonely Planet As a specialist agency, Iffort’s enables curious travellers to role was to extend to the full digital experience the world and get to the spectrum, including rolling out heart of a place via travel guidebooks strategic community engagement to every destination on the planet. and search engine optimisation The company’s 4th wholly owned programmes to position the office was established in Gurgaon guidebooks among the target in 2011 and has come to India with audience in India. „ a new range of Lonely Planet travel [email protected]

16 afaqs! Reporter, September 1-15, 2013

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

FIAT AIRTEL MICROMAX The latest campaign by the auto brand showcases Linea’s The telecom company’s new campaign shows how anyone The mobile brand’s latest campaign shows off the ‘flawless’ world class features. It shows two friends on a drive, can access a smartphone with features such as videos, features of Canvas 4. The film shows various situations that when one of them tells the other how American cars have Facebook, songs and emails available at merely `1 each bring out the unique, intuitive features of the phone such as unique features. Eventually, he realises that Linea also day. blowing on it to unlock and watching multiple video views at possesses similar world class features. one go, among others.

Agency: Ogilvy & Mather Production House: Showandtell Productions Agency: Taproot India Agency: Lowe Lintas PRINT VODAFONE The telecom service provider had launched a print campaign highlighting the network’s superior voice clarity and low call drops in chaotic places like busy streets and crowded trains. The ARIEL ad also highlighted Detergent brand Ariel promoted its new offering called its uninterrupted Ariel Colour and Style, that claims to remove tough internet service. TAJ MAHAL stains and prevent colours from fading. The ad asks Taj Mahal Tea’s print campaign promoted its new range of users to let the colours of their garments last longer flavoured tea bags - cardamom, masala, ginger and lemon, with Ariel. providing consumers the freedom of choice.

Creative Agency: Saatchi & Saatchi, India Creative Agency: Ogilvy India Creative Agency: Ogilvy India OOH DIGITAL

UNINOR 9X JALWA ONLY VIMAL On the eve of Independence Day, the telecom service The music channel from the 9X Media network parked a The apparel brand used digital extensively to launch its provider launched an OOH campaign across Bareilly and branded Ambassador car in the middle of Oberoi Mall in new avatar and connect with the latent needs of the Meerut, to position itself as the most affordable telecom Mumbai to gather eyeballs. The car had been painted with young, style-conscious Indian male. A set of virals were brand in these circles, with the catch line ‘Sare Jahan snapshots of famous songs from the 90s. A larger than launched by Vimal as spoofs to promote the ‘No Tie Day’ se Sasta’. The billboards, adorned with 500 tri-coloured life popcorn unit with a television screen played 9X Jalwa at the penultimate stage of the campaign. balloons, were erected across arterial roads and high music. traffic junctions. Agency: Storyboard Brandcomm Agency: In-house Creative Agency: Scarecrow Communications

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

18 afaqs! Reporter, September 1-15, 2013

1(:60(',$ TV SOAPS The Great Indian Age Miracle Has television restricted itself in handling portrayals of aged female characters? By Raushni Bhagia

hat the leading ladies of AGING WITH GRACE Bollywood get an unfair he silver lining is offered by Tdeal compared to their male Texception, like that of Tina Dutta counterparts, has been an established Smita of Uttaran fame. Dutta wanted to fact for decades. While time seems Bansal as avoid aging in front of the nation, and Anandi’s to stand still for male stars in mother- so started playing her own daughter Bollywood, the clock ticks louder for in-law in a rare double role on television. the ladies on the silver screen. This in Balika Also, Sakshi Tanwar, who aged with treatment also seems to be extended Vadhu time in Kahaani Ghar Ghar Ki, did to the Indian television space, albeit Bade Achhe Lagte Hain, as a younger in a different guise. Akansha lead. While most actors don’t mind Have you ever wondered why Singh as a aging if they have a meaty role to mother of female actors in TV soaps play roles a 22 year play, some leading ladies prefer that are considerably older than their old in Na longevity without aging on national actual ages? Be it Smita Bansal (35) Bole Tum television. Talent notwithstanding, Na Maine in Balika Vadhu (Colors) who plays a Kuch fresh faces, who have just started mother-in-law of about 55 years; or Kaha their careers, run the risk of getting Lata Sabharwal (37) of Yeh Rishta Kya stuck with their screen images, once Kehlata Hai (Star Plus), who plays a they accept roles of older women. grandmother of about 60 years. Gill agrees. One of the most popular examples was that of Smriti Irani, who played WHODUNIT? a mother (aged about 50) after the ontrary to popular perception, 20-year leap in Kyunki Saas Bhi Kabhi Mona Singh channels do not lay guidelines as a mother C Bahu Thi in 2006. She started as a of a 22 year that make it obligatory for production lead in the show (24 years) in 2000. old in Kya houses to cast younger actors. “The The differentiated dealing is Hua Tera channels don’t shy away from taking definitely not an outcome of lack of Vaada older actors anytime, but ultimately suitable actors in the senior age group. they are also targeting their core Fine actors from the yesteryears Tina Dutta audiences, who fall in the 15- 50 year play some significant roles on TV, playing age group,” Majethia explains. mom including Meghna Malik (42) who (Ichcha) Gill, however, concedes that one plays Ammaji in Na Aana Is Des Meri and always wants good looking people Laado; or Dadisa in Balika Vadhu, daughter on TV, especially for the younger or (Mithi) in played by Surekha Sikri (68); Sarita Uttaran current generation in the story. Joshi (71) in Baa Bahoo Aur Baby; In contrast, Adhikari suggests that Vibha Chibber (50) in Mrs Kaushik Ki channels, at times, do specifically ask Paanch Bahuyein. There is no dearth for younger faces. “Ultimately, the of talent of a suitable age group. characters of these shows represent J D Majethia, chairman and MD, Hats Off the channels outside the show, too. Glamour Productions, laughs out, “Ask for a shoot-date Channels do not lay quotient of the award functions and reality shows with Sarita Joshi or Swati Chitnis, it will be hard guidelines for production is very important,” he notes. to get.” Nonetheless, he agrees that younger actors are playing most of the older female roles and the houses to cast younger actors. LEAPING WOES audiences seem to accept it. o, who’s to blame for this chauvinistic Gayatri Gill, creative director, Swastik glamour quotient is down, it’s gone,” he says. Sapproach? Production houses squarely lay the Productions says that shrinking ages are a norm The long durations of the serials are also to blame on the leaps taken by serials. Even a small across shows. Actors who opt for the lead female blame, claim insiders. Familiar faces carry the leap in the storyline, and hence the need to feature roles now are very young. “If the lead actress is baggage of their previous roles, which are still several generations, makes it necessary to shrink say 20 years old, her mother cannot be over 30 fresh in public memory. To avoid this association, age and age gaps. years of age, considering the screen ages are as producers opt for newer faces and end up casting But the audiences have never questioned a it is shrunken,” she adds. Now, when this show younger actors. younger actress playing a grandmother. Majethia takes a 20 year leap, the 20-22 year old woman Unlike the silver screen mothers played points out that make-believe strategy works on gets converted to a mother of, say, a 10-15-year by Nirupa Roy or Dina Pathak, young moms TV. “If the audience is told that the actress is old child, since one prefers not to change the face. are virtually flooding TV screens, like 22-year a mother-in-law, they believe it and even the old Akanksha Singh (Na Bole Tum Na Maine whitener (in the hair) isn’t required,” he adds. So, ALL DOLLED UP Kuchh Kaha), who plays a mom to a 22-year old the ladies can still look glamorous and perform at lamour sells, admits Majethia. A wrinkled daughter, Jayshree Venkatramanan, in Season 2. award functions, or participate in reality shows. Gface is not accepted nowadays and hence, Markand Adhikari of Sri Adhikari Brothers says, Apparently, the strategy works both ways. While the mom remains as charming and glamorous “Nowadays, the soap operas are stretched way too the channels get fresh faces and glamour quotient, as her daughter or daughter-in-law. He further much, so you ought to take leaps and the life span the young ladies get the ageless appeal of meaty adds that television has become a tricky medium. of the characters is stretched. Ultimately, one year roles and instant stardom! „ “The moment an actress puts on weight and the in reality is 15 years in the story.” [email protected]

20 afaqs! Reporter, September 1-15, 2013

352),/( _1(:6 ATIQUE KAZI I DIRECTOR I XAXIS INDIA, GROUP M From Market to Market By Ashwini Gangal always interested in a role like this and this was an opportunity that just clicked. I was responsible for the entire media buying process, across all points of sales,” he says. It was here that Kazi picked up an interesting learn- tique Kazi, the newly appointed director of Xaxis India, Group M’s audi- ing - that media in Dubai is extremely organised. Since Dubai is home to ence buying company, doesn’t believe in visiting cards and ergo, didn’t give people from different communities, reaching out to each one, from a media Aus one when we went to meet him at his MumbaiMumbai office.office. ButBut the perspective, is done in a very finefine-tuned,-ttuuned targeted manner. “I learnt the art erstwhile brain behind Yahoo!’s ‘expansionxpansion market’markket’ strategy did walkwalk of targeting herehere - howhow to reachreach people,peopl which media vehicles/messaging us through his career so far and learningsrnings at each juncture.juncture. ttoolsools to use and when. There hhaveava e ttoo be multiple versions of your crea- Not all of us make good onon our academic degrees.degrees. tives in such a varied societsociety,”y,”” he shares. But Atique Kazi surely has. Afterfter studyingstudying advertisingadvertising However, a little over a yyeareae r llater, his thirst for something ‘more and international marketing at Mumbai University sscientific’cientific’ brought him backbacck home,h straight into the lap of The (2002), he went on to gather a wealth of both local TTimesimes of India, where he wworkedork on the paper’s online partner- and international work experienceence in tthehe mediamedia space. shships.ips. Kazi’s rorolele was to enensuresure that TOI’s online properties were While studying, Kazi workedked withwith thethe talenttalent por-por- mmonetised.onetised. TThen,hen, aroundaround mid-2008,mim d- he went back to Dubai, this tal Ideasnyou.com (started byy marketmarket specialistsspecialists likelike ttimeime to join TheThe Economist,Economistt, inin a regional role. He was responsi- Ashok Wadhwa, Ashok Jain andnd Rama Bijapurkar),Bijapurkar), as a bblele for the didigitalgital sales of TheTheh Economist in the Middle East and management trainee for six months.onths. A proproject,ject, he recalls Africa. HereHere,, he noticed thathatt whilew there were no real differences working on is Red Brick Worldld Cafe; it was all about bbetweenetween India and Dubai in ttheheh way digital content is consumed, rolling out cyber café-like hubsbs around pizza/ one basic disparity existedexisstet - and still exists - which is “the coffee outlets. After learning the basics ofo cli-cli- ent servicing and cold callingngn at “I learnt the art of targeting an IT services company, C-Tech,TeT ch, where he spent a year and a hahhalf,lf, in Dubai - how to reach Kazi joined telecommunicationsattioi ns company Hutchison 3G in 2003.2003. people and when.” Here, it was all about understand-stana d- ing processes and business readinessdinen ss testing. “I learnt about the rigorousgorroous shsheereer vvolume of digital consumption.” In rounds of tests conducted beforeforer a DDubai,uba the percentage consumption of project is rolled out,” he recalls.s. ddigitaligit media is high, keeping in mind Part of his role as ‘Team Coach’Cooaca h’ the total population. “This is because required him to take intelligencece frfromom peopeoplep in Dubai are from different CRM systems and feed it backck toto the coucountriesn and bring in their consump- sales teams in Australia and thethee UK.UK. ttionion trends with them,” he says. After “A CRM system can providee a lot ofof 1188 monthsmo at The Economist, he went information about people andd theirtheeir con-con- oonn a ninnine-monthe sabbatical during which, versations - what they want/don’tn’t wawwant,nt, ttheirheir aamongmong ototherher things,thin he escaped to the Himalayas. grievances, all this constitutestes mmarketingarketing TThen,hen, as he putsp it, “Yahoo! happened.” Here, intelligence. I was like a bridgee bebetweentwween the hhee worked on thethe brand’s ‘expansion market’ strat- marketing and sales teams,” he expexplains.laains. His FOTOCORP eegy.gy. KeKeyy markmarketse under his purview included experience here taught him thee impimportanceoro tance SSouthouth Africa, Greece,G The Netherlands, Belgium, of data and its correct analysis. RRomania,omania, Sweden,Swed Norway and Denmark. Work Eight years ago, Kazi wentt to Dubai.Dubai. ffrequentlyrequently tootookk him to all these places. Three years He joined JVC - Oasis Enterprises,erprisees, a ddownown tthehe lline,ine, Kazi has entered a new world – the consumer electronics brand, ass advertis-adverrtit s- worldworld of WPP.WPP „ ing and sales promotion manager.ger. “I wawwass [email protected]

TIFFIN BOX

All that a publisher, marketer or agency executive would want to know about 4G and its aftermath.

By Sandeep Budki

he next generation in mobile technology What is the difference between 3G licences by default, have still not made any promises faster-than-ever-before and 4G? headway in rolling out the services. speeds while downloading files, video o begin with, 3G or 2G technologies were Reliance Jio Infocomm is the only player to Tchatting, multiplayer gaming, and Tdesigned keeping voice and data in mind, have bagged a pan-India 4G spectrum and is viewing high definition videos online. This while 4G has been designed keeping data as likely to start services in select circles by the FAQ-based essay tries to cut through jargon the main element. To put it in context, if you year-end. The country’s top telecom operator and understand what 4G is and how it will are downloading a full length Hindi movie Airtel has bagged licences to offer 4G data impact the media and advertising business. (on an average 500 MB) on 2G, you will have services in four circles - Kolkata, Karnataka, to wait for more than five hours, while on 3G Punjab and Maharashtra - and has also signed What is 4G? networks you will need to spend around 25-30 a deal with Qualcomm to roll out 4G services G stands for fourth-generation radio minutes (if the download speed is 2Mbps). 4G on its behalf. Qualcomm has won licences in 4communication access technology, that can cut down this time to five minutes (at a Delhi, Mumbai, Haryana and Kerala. That takes provides the fastest communication network download speed of 10Mbps). Airtel’s tally to eight circles. Last year, Airtel for accessing the internet on any screen - launched 4G services in Kolkata, Bengaluru, mobile, laptop or tablet. It is the successor Are there various kinds of 4G Pune, Chandigarh, Mohali and Panchkula. to 3G and promises 7-10 times faster speed. technologies? Aircel has eight circles and is expected When implemented across India, 4G can help here are two - LTE (Long Term Evolution) to roll out 4G services by early 2014. It has solve the ‘last mile’ (connecting customers to a Tand Wi-Max (Worldwide Interoperability for licences for Andhra Pradesh, Tamil Nadu network) issue of operators, that is preventing Microwave Access), which can theoretically (including Chennai), West Bengal, Bihar, them from getting rural consumers. offer wireless broadband access at speeds of Odisha, North-East and Jammu & Kashmir. up to 100 Mbps, though the actual speeds will Videocon Telecommunications will roll out How does one access a 4G network? be around 10 Mbps. 4G by end of the year in Gujarat, Haryana, ne needs a USIM (Universal Subscriber In India, all the telcos who have won 4G Madhya Pradesh-Chhattisgarh, Uttar Pradesh O Identification Module), which is just like a licences will offer 4G using LTE technology (East and West), Bihar and Jharkhand. Tikona normal SIM in terms of design, but instead of the and the best part is that LTE is backward- Digital Networks has five circles - Gujarat, normal 64 KB memory, USIM can accommodate compatible, which gives it the ability to switch Himachal Pradesh, Rajasthan and Uttar 128 KB through CPE (customer-premises between 4G LTE and GSM/CDMA networks, Pradesh (East and West). It also plans to equipment) or wi-fi routers, dongles, mobiles depending on the availability. launch 4G services sometime in early 2014. and tablets. Currently in India, 4G access is possible Who offers 4G services in India? Are LTE devices and tariffs expensive? only through data cards or dongles and not eliance Jio Infocomm, Aircel, Airtel, rices of devices (dongles and WiFi routers) smartphones or tablets (the ones available now RQualcomm, Videocon Telecommunications Phave started falling. At present, standalone do not support the technology in use now), and Tikona Digital have bagged 4G spectrum dongles and WiFi routers without bundled data which are expected to come in with a bang, once licences in India. Ironically, the government plans from Airtel (the only service provider the 4G operators start firing on all cylinders. companies BSNL and MTNL, which got the offering 4G), are priced at `1,500- 3,000.

24 afaqs! Reporter, September 1-15, 2013 &29(56725<

In terms of tariff, Airtel offers 2 GB data for and data services for less than `500. industries, riding on the back of the 4G wave. `450 (unlimited beyond that at 128 Kbps), 3 GB The buzz is that Reliance Jio will offer LTE But most marketers admit that they don’t have data for `650, 4 GB at `750 and 10 GB at `999. The tablets for `3,500 along with data plans as low a mobile advertising strategy in place, to take most expensive plan is priced at `4,799 and offers as `10 for one GB of data. The company is also full advantage of the medium. 80 GB data. Excess data is charged at 50 paise per getting ready to tap the TV and cable space after Currently, mobile banner ads are the main 100 KB, which is costlier than 3 paise per 10 KB Mukesh Ambani funded the merger of Network form of advertising on mobiles, but they lack that Airtel charges its 3G customers. 18 and ETV. That development gives Reliance Jio originality and the concept has been borrowed preferential access to content from 25 channels from online strategies. Though 3G has 3G adoption has been slower than (of ETV and Network 18) for its Live TV service. improved data speeds considerably (even if it anticipated. Will 4G go the same way? is in patches), it has not tempted marketers t’s too early to predict. 3G had its own set How will 4G impact publishers and to experiment with rich media ads on mobile Iof issues ranging from the availability of advertisers? which can help them engage with consumers affordable devices to tariffs on the one end and t is expected that 4G will boost mobile and improve click-through rates. lack of pan-India coverage, to intermittent or Ibrowsing and its users will consume at The key to mobile advertising is no signals on the other. Incidentally, all these least twice as much data as their non-4G personalisation of the messages. The provider issues will also impact 4G adoption in India. counterparts. This means publishers and knows everything from the target’s location (via GPS) to what they browse and download. How best marketers can engage with users, is TECH TALK in their hands.

or those who’d love to know more about the types of 4G techologies, its history and what is happen- How will 4G help content creators and Fing in India, here is a spec-by-spec guide. advertisers? K¥ *n\œ\¥8œ\¥§¶ƒ¥µ\œŸpƒŸ¥ƒg¥* R¥* ¥‘*pz\¥ pµpŸpƒ’o* ¥8V¥ ¥‘œ\–¯\L¸¥ pµpŸpƒ¥ ¯w\·pk’o* “¥ igh speed Internet on mobiles will create They differ only in the way data is transmitted over the network and the same device cannot be Hnew opportunities for content creators. ¯Ÿ\V¥§ƒ¥8LL\ŸŸ¥Eƒ§n¥µ\œŸpƒŸ¥ƒg¥* “¥ Mobile websites will essentially become K¥ (pL\¥œ\k¯w8œ¥nƒ\¥L8wwŸ¥ƒµ\œ¥i¥8œ\¥ƒ§¥8¥ƒŸŸpEpwp§¸S¥E\L8¯Ÿ\¥§n\¥§\Lnƒwƒk¸¥n8Ÿ¥E\\¥V\Ÿpk\V¥ primary touch points for brands and users. only for data services, players are working their way around this. To start with, voice will be offered Video content will play a pivotal role, §nœƒ¯kn¥0ƒ* ¥‘µƒpL\ƒµ\œ¥* ’S¥¶npLn¥Lƒ¯wV¥E\¥8¥0ƒ%oE8Ÿ\V¥Ÿ\œµpL\¥Ÿ¯Ln¥8Ÿ¥(v¸\¥8V¥ƒƒkw\¥ since buffering and downloading will become Hangout. But the catch is that you cannot make calls to regular mobile phones or landline numbers faster and hence, campaigns on YouTube, in India, since it is not allowed. Facebook and other video platforms will gain K¥ %w8¸\œŸ¥8œ\¥8wŸƒ¥§œ¸pk¥§ƒ¥w\µ\œ8k\¥\·pŸ§pk¥§\w\Lƒz¥\§¶ƒœvŸ¥¥gƒœ¥ƒgg\œpk¥µƒpL\¥8V¥V8§8¥Ÿ¯ƒœ§“¥ popularity. Display advertising will also be
pœ§\wS¥gƒœ¥pŸ§8L\S¥n8Ÿ¥LƒV¯L§\V¥§œp8wŸ¥ƒ¥ pœL¯p§¥(¶p§Ln¥8wwE8Lv¥‘ (’¥§\Lnƒwƒk¸S¥§n8§¥8wwƒ¶Ÿ¥ supported by richer formats, with greater zƒEpw\¥Eœƒ8VE8V¥V8§8¥§œ8ggpL¥ƒµ\œ¥* ¥8V¥¶n\¥* ¥Lƒµ\œ8k\¥pŸ¥ƒ§¥8µ8pw8Ew\¥ƒ¥¨¥ƒœ¥­¥\§- scope for innovation in terms of content. On ¶ƒœvŸ“¥§¥\µ\¥8wwƒ¶Ÿ¥§n\¥¯Ÿ\¥ƒg¥(¥‘­¥ƒœ¥¨’¥\§¶ƒœv¥gƒœ¥µƒpL\¥8V¥((¥Ÿ\œµpL\Ÿ“¥
Ÿ¥ƒg¥ƒ¶S¥p§¥ the entertainment side - live TV and regular soap operas - 4G will reduce constraints on pŸ¥ƒ§¥Lw\8œ¥¶n\¥
pœ§\w¥¶pww¥Ÿ§8œ§¥¯Ÿpk¥ (¥8wƒk¥¶p§n¥* ¥§\Lnƒwƒk¸S¥Lƒzz\œLp8ww¸“ mobile bandwidth, which will lead to increased K¥ 0pV\ƒLƒS¥¶npLn¥n8Ÿ¥8Vƒ§\V¥ o* S¥Lƒ¯wV¥n8µ\¥8¥8Vµ8§8k\¥ƒµ\œ¥§n\¥ƒ§n\œŸ“¥+wpv\¥* o* S¥ usage. „  o* ¥§\Lnƒwƒk¸¥pŸ¥E\pk¥¯Ÿ\V¥p¥zƒŸ§¥8œ§Ÿ¥ƒg¥§n\¥+(S¥8V¥pŸ¥8wŸƒ¥E\pk¥œƒww\V¥ƒ¯§¥p¥ ¯œƒ\S¥ [email protected] where there is already an ecosystem of devices in place. K¥ (ƒ¯§n¥ƒœ\8¥E\L8z\¥§n\¥gpœŸ§¥Lƒ¯§œ¸¥§ƒ¥œƒww¥ƒ¯§¥i¥¯Ÿpk¥§n\¥1po8·¥\§¶ƒœv¥p¥­½½£¥8V¥§nœ\\¥ ¸\8œŸ¥ 8g§\œ¥ §n8§S¥ (L8Vp8µp8¥ w8¯Ln\V¥ §n\¥ gpœŸ§¥  o* ¥ \§¶ƒœv¥ ƒgg\œpk¥ i“¥ ¥ §n\¥ +(S¥ Eƒ§n¥ 1po8·¥8V¥ o* ¥§\Lnƒwƒk¸¥n8µ\¥E\\¥p¥¯Ÿ\¥ŸpL\¥­½½aS¥¶n\œ\8Ÿ¥p¥§n\¥+S¥i¥Ÿ\œµpL\Ÿ¥ ¯Ÿpk¥ o* ¥n8µ\¥E\\¥p¥w8L\¥ŸpL\¥­½ˆ­“¥*n\¥¶ƒœwVšŸ¥w8œk\Ÿ§¥¶pœ\w\ŸŸ¥ƒ\œ8§ƒœS¥ np8¥ƒEpw\S¥ w8Ÿ¥§ƒ¥w8¯Ln¥i¥Ÿ\œµpL\Ÿ¥p¥ np8¥E¸¥§n\¥¸\8œ¥\VS¥¯Ÿpk¥* o* ¥§\Lnƒwƒk¸“¥*npŸ¥pŸ¥8¥ƒŸp§pµ\¥ V\µ\wƒz\§¥gœƒz¥Vp8šŸ¥\œŸ\L§pµ\¥E\L8¯Ÿ\¥p§¥L8¥Eœpk¥Vƒ¶¥§n\¥LƒŸ§¥ƒg¥V\µpL\Ÿ¥¯Ÿpk¥* o* ¥ technology. The dampener for India is that it still does not have smartphones and tablets that sup- port this technology.

What can jumpstart the widespread advertisers can look forward to more unique acceptance of 4G? visits, mobile impressions and page views ince Reliance Jio Infocomm is the only from devices like mobiles and tablets, which Soperator to bag a pan-India 4G licence, currently don’t offer much traction. it can provide seamless connectivity across As users spend more time on mobile web, India. Whatever it does in terms of tariffs, generating more mobile impressions, page services and device prices, will be a trendsetter views and unique visitors, advertisers are and other 4G players will be forced to match it. encouraged to use elaborate, innovative and Reliance is also capable of coming up with interactive content on the mobile platform, to market-disruptive strategies and large-scale ensure greater engagement with the target operations that can change the overall landscape audience. However, this might hasten the of 4G in India. This is not the first time that movement away from the print medium. Reliance is foraying into the telecom space. Way back in 2003 it had, through Reliance Infocomm What are the challenges that mobile (now Reliance Communications), practically advertising faces? transformed the country’s telecom landscape by obile advertising has the potential introducing a mobile handset along with voice Mto feature among the fastest growing

afaqs! Reporter, September 1-15, 2013 25 1(:60(',$ SET MAX Creating Powerful Bonds After Zee TV, SET Max has launched a brand campaign. A look at the relevance of branding for television channels - movie channels in particular. By Raushni Bhagia

emember the big noise of ‘Sirf Dekhneka Nahi’ campaign, or the ‘Bharat Bandh’ Rcampaign of SET Max, launched to promote the Indian Premier League? Neither one was attempted to add brand value to the channel. The scenario is set to change, however, with Hindi movie channels showing an increasing amount of interest in upping their own brand value. And this is particularly interesting, because unlike many other channels, a movie channel can barely boast of ‘original’ content. So, the groundwork, for turning the channel into a convincing ‘brand’, is inherently weak. SET Max has launched its brand campaign, available, I think you need to highlight the salience, ‘Jahan Dekho, Vahaan Deewana’, which adds a new “With so much virtues and values of the brand. Ultimately, it’s the dimension to its existing positioning, Deewana power of your brand that is going to sustain.” Bana De. Three TVCs have been launched as part of fragmentation Kanchan thinks Max’s recent campaign makes of this campaign. today, you need its point, while staying within the domain of the channel and stands for all the real movie-buffs MADNESS REVISITED to highlight the in India. “Viewers often come back to a channel raditionally, movie channels have promoted salience, virtues for emotional reasons. Building bonds is very Tnewly acquired titles, upcoming properties and values of the important, rather than just picking the newest film and some special movie blocks. SET Max launched and putting it all over town,” he explains. a campaign titled ‘Shuruaat Yahin Se’ last year, brand.” Jagdeep Kapoor of Samsika puts it across quite which talked about how watching a good film is NEERAJ VYAS simply: It is very much like retail trade channels a way to handle extreme emotions. Neeraj Vyas, such as Chroma and Big Bazaar. “If they can EVP and business head, SET Max, says, “Shuruaat keep other brands and build their own, why can’t Yahin Se was never supposed to be a catch-phrase, existing channel, the brand connect needs to be TV channels do that, strategically? Branding for Deewana Bana De had to come back. We have used reinstated from time to time,” he reasons. a movie channel, then, is as important as, say, it again, essentially because as per our research, Moreover, TV viewing is more of an impulsive branding for an FMCG brand like Lux or a retail it is very deeply connected with the brand - be it choice and changing a channel doesn’t cost the chain like Big Bazaar,” he explains. movies or cricket; it has always been the base of all consumer anything. In such a scenario, Kanchan Kanchan believes that every brand is ultimately our communication.” believes, it is important that channels build an promoting a larger-than-life platform, be it a overall platform. café or a high-end car. “We are in the business THE BRANDING DILEMMA While other genres of TV channels have original of making mental brands and occupying a corner hat said, there lurks the question of whether content which helps in promotion, movie channels in the consumer’s mind”, he states. Through this Tbrand campaigns for TV channels are any have to use content that is pre-sampled (through kind of branding, he says, SET Max could launch good. Are they really effective? While the age-old theatres). Also, each movie is a brand in itself and a Bollywood café or a Bollywood entertainment debate - on whether people watch programmes is well-promoted already. So why the need for a park, even, and the campaign would still hold or channels - continues, brand consultant Vinay separate brand campaign for the channel? water. For movie channels, there really aren’t any Kanchan, provides some relief. A bit of both Vyas agrees and adds, “By default you only rules in place and that seems to be working for happens, he tells us. “For a new channel, a specific end up promoting properties. With so much them, as far as brand building goes. „ programme might attract viewers, but for an of fragmentation today, with so many channels [email protected]

1(:6(9(17

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Tapping into Small Town India

icking off the first Dainik Bhaskar Unmetro spread across the country unlike, say, China, where conference in New Delhi, Pradeep Dwivedi, chief they are concentrated in just one region. Bhandari Kcorporate sales and marketing officer, Dainik reasoned that relatively lower government spending Bhaskar emphasised that new India resides in small on metros may be a reason why the infrastructure is towns, and long term growth will come from the country’s poor, which in turn, is attracting fewer migrants than it Tier II markets. The event was organised by afaqs!. otherwise might have. ‘‘Urban centres in the country act like a magnet Presenting some numbers, Bhandari said that the that attracts talent and wealth, but this creates its own 7,783 towns quoted by a study in India, while a pitfalls as well. Mishaps like the global financial crisis seemingly high number, was actually a below par tend to have a bigger effect on the metros than on number, when compared on parameters like total smaller towns,’’ Dwivedi pointed out. population and area with other countries. Dwivedi and Bhandari He challenged the assumption that the metros still rule Highlighting the problems faced by smaller towns the roost. Giving an example, he said that large numbers ‘‘No one actually knows how many metros are there in the country, Bhandari said that issues such as of stock investors now come from the non-metros and in India. For instance, why is Kolkata a metro, and Pune limited infrastructure, electricity, lack of public space they prefer to watch the news in their language rather not? Is Ahmedabad a metro? I would say that Surat and difference in income levels have so far hampered than in English, which is generally assumed to be the and Nagpur are more cosmopolitan than Ahmedabad,’’ their growth. Each of these factors has led to a chain of language of choice for this class. Bhandari said. consequences, he explained. Dwivedi’s opening remarks were followed by a Bhandari added that India stands very uniquely placed Bhandari concluded with a positive note on the vast presentation made by economist Laveesh Bhandari, who as compared to the rest of the world, as in many other potential for growth and products in these markets, is also director, Indicus Analytics. Titled ‘The rise and countries, metro cities drive growth, whereas in India, saying that this trend of co-existence between metros rise of Unmetro India. The story in numbers’, Bhandari it is the other way around. Other peculiarities include and non-metros will continue and the role of the smaller began by questioning the very definition of the term migration in India, which is lower than in other countries towns in shaping the economic growth of the country will ‘metro’. with a similar level of development; also, metros are become more critical in the future. „

The Metro and Non-metro Divide

he debate about metros and non- towns tend to lose touch with their metros in India is basically the tale roots amidst the hustle of the bigger Tof tussle between six Indian cities cities. This should not be the case with and the rest of the country,’’ opined a marketer,’’ opined Laveesh Bhandari, Nalin Sood, executive vice-president, director, Indicus Analytics. foods, PepsiCo India. Pointing out that best way to reach Moderating the panel discussion, the audiences in smaller towns where Satyajit Sen, CEO, ZenithOptimedia the condition of electricity is abysmal, opened with a question to the panellists, Sood stated that wall paintings are the asking them to provide a sneak peek into (L to R) Sood, Sen, Kumar and Roy most relevant media for audiences in their learnings that are common across such places. these small markets. have very trustworthy post offices lot as people there have a different Presenting his views, Nirmallya Roy Dhirendra Kumar, founder and chief and a friendly public sector bank taste palette. However, when it comes Chowdhury, founder and CEO, Radicle executive, Value Research opined that manager, who helps them out in their to categories like technology, not much Strategy Group, stated that though markets are homogenous. ‘‘It is the savings and financial issues. Since the of a difference is observed. So it brand essence doesn’t and will not people in those areas who are neglected financial products don’t come with depends on the brand and the marketer change from market to market, the way and media is a big opinion leader in such instant gratification, selling them in on how they want to communicate the message is communicated at times markets,’’ Kumar informed. non-metros becomes a challenge,’’ he their product, based on its category,’’ needs to be tweaked accordingly. Delving on whether the uniqueness revealed. he added. Laveesh Bhandari finished off the of these small town markets are an Elaborating on the uniqueness of It is important for a marketer not to session by stating that gradually, as added challenge, Kumar further noted such markets, Sood mentioned that in lose touch with the insights of consumers global identities become narrower, that especially in a metro, for a private many cases, small towns differ a lot from these markets, irrespective of these towns will see more interest from financial brand, the biggest rival is the from metros. ‘‘Consumption habits in where the marketer hails from. ‘‘Most brands and marketers and new ways to government. ‘‘People in small towns categories like food products differ a marketers who originally hail from small reach those audiences will emerge. „

28 afaqs! Reporter, September 1-15, 2013 Not Small Any Longer ich and affluennt are concentrated their productsducts aand commucommmunicamu tiontions sugggest thatt ththeyy are growingg wellw andd the non-metros have witnessed nearly in the metros anda only cheap accordinglyngly for thehe targtatargetet market.m et havee enougenoughe ough disposable inincomncome at theirr 14 per cent growth. Keshhav Tiwary, Rproducts sell in thethe non-metro Mannish Kalra, markmarketingng heaead, hand,"and," aadded Kalra. executive director, Voice Business, MTS towns andd cities; this haas been the Makemytripytrippp.comm ccited an example of ThThe privatee insurance ssectorctor thathatt India, said, ‘‘People are ready to shell mentality towarwards non--metretros for out for their comfort. Affordability is no several decades, andnd wwas evene followollowed longer ann isssue ffor them. You serveerve themt m by brands. Whether thiss was a myth or withth a produuct that suits their need, theythey not, does not matter anymmoreore because do not hhesite ate to buy it.’’ the widely accepted fact ttoday is that ChirantaCChi tan Chandran, senior principprincipaal the next level of growth foor the Indianian paparpartner,er, non rth and east, Dentsu,su, whowho economye is bound to comee from Tierr 22, waswaw the mooderator at the panel,el, citedcited 3 and 4 cities and towns, which wwere a Nielsen-CN CII report that pointsnts ffiveive reelatively untapped, barrinng thee FMCG reasore sons forr the change in non-metrosn-metros seector. - increreasingg awareness for education;; The reason for this grrowwth is that (L to R) Kalra, Bhattacharya, Tiwary and Chandran healthealth and wellness; growing need a large number of consummmers reside forfo perersonnal groomming; improving in these cities. Whatever hheld true a customisingg ththe portal’s services where began operations nearly a decadedec hygiegiene; andd increasinngly eating out and deecade ago, will have too bee carefully it once sennt a Gujarati cook with an ago has realised that its acceptancea nce experimementing with foodod. rethought.re Several eminent spepeakers Ahmedadabad-b d-based group travelling to in the non-metros is much more than On theece communicationon side, all thee fromf various brands disccussed thisis at Europope as it had requested for Gujarati metros. Today, 60-65 per centce of their maarketersrk s at the panel agreeded that BTLL DainikDainik BhaskarBhaskar UnmetroUnmetro conferencecoonference andand foodfood tthroughouthroughhouo t ththee trip.trip. ‘‘Th Thee nononn- businessbusiness ccomesomes ffromrom ththesehese areas.areas. andand didigitalgitaal woworksrks ththee bebestst fforor tthehe nnonon- admitted that small towns are not small metro customer today demands the Rituraj Bhattacharya, head, market metros. It creates a higher buzz and anymore, neither in marketing calendars same luxury packages such as spas, five management and product development, recall as compared to the metros but nor in balance sheets. stars and international vacations that Bajaj Allianz Life Insurance, said, ‘‘The only if it is thoughtful and well executed. Be it insurance, automobile, telecom, any of his affluent metro counterparts story of evolution in these markets has The biggest challenge for brands, e-commerce, health or any other demand. We often come out with local been difficult. We are now offering them however, lies in the consumer data, said sector, all have realised that people language banners and customised what we offer to people in metros. Trust the panel. There is no data available for in these Unmetros have deep pockets products for different markets. With is the key to success in these markets the non-metros through which brands to afford any product or service, have the internet at their disposal, people and people here are open to talk and can start segmentation of the audience aspirations like their counterparts have access to knowledge and research learn about new things.’’ and keep track of brand engagement. in metros and access to knowledge well before purchasing our products,’’ In the telecom sector, non-metros They urged for more focused data to through the internet. The brands have he said. have contributed to a phenomenal enable better segmentation and thus, understood that non-metros go for value ‘‘They research well before growth. In the last many years, metros customised products for the consumers for money and they need to customise purchasing the product and their profiles have seen just 4-5 per cent growth, while in the non metros. „ The Way Ahead he not so small non-metro towns lead in the non-metro areas. They will be internet is an issue here till date but Sanan said that television as a medium are about to see huge changes more open to exposure but will initially people will continue to evolve using their of mass communication dominates in this Tin the coming decade in terms of need support to walk out of their homes. mobile phones. Brands need to target country. In the next five years, the entire purchasing power, consumer mindset, Citing his company’s example where the them on that platform. television segment will be digitised and digital penetration, attention from brands entire distribution is taken care of by the LC1 markets will also open up. This and how the media industry adapts itself women, he said women will lead the will hit the numbers game for the metro to target them. With a large chunk of change in the future. "Brands need to People in the small which till date continue to dominate the revenues for organisations depending on build their loyalty in these areas and this towns will continue ratings and TRPs. As the markets open these non-metros, the future will see is not a very difficult task. The advantage up, more channels will be launched and micro targeting by brands. There will in a small town is that if they do an activity to evolve using their 75 per cent of them will be in the regional be newer opportunities, and the growth in that area, the news spreads very fast languages. prospects for both brand and consumers and people come to know about it. Though mobile phones. Singh pointed out that in the days to will be immense. come, the film industry will increase its The session, titled ‘The way forward: spends heavily on digital. Till date, not What to expect in the next five years’, much activity is seen from this segment was moderated by Mausumi Kar, GM and on the digital platform, but this trend office head (North and East), Maxus. The will change soon. Other genres will participating panellists at the session also start using the digital medium in were Anshu Bagai, CMO, Tupperware; times to come. Also, corporates need to Neeraj Sanan, EVP, marketing and carefully understand these areas better distribution, MCCS; and Prasanna Singh, and improve their delivery mechanism, COO, afaqs!. more so by the government. Both media Bagai began the discussion by stating and government need to work together, that in the future, women will take the he concluded. „ (L to R) Bagai, Sanan and Kar

afaqs! Reporter, September 1-15, 2013 29 SNAPSHOTS

The panel discussing the learnings common across the unmetro markets Pradeep Dwivedi welcoming the speakers and the delegates

The panel discussing the changes one can expect in the next 5 years The panel discussing the big changes in the small towns

Pradeep Dwivedi questioning the panelists Ambika Sharma, Pulp Strategy There were many questions All photos by Sushil Kumar All photos by Peter Suresh: story of 8 metros and 7800 towns A tough one for the panel Interest levels were high

30 afaqs! Reporter, September 1-15, 2013 1(:60(',$ BCCC In the Line of Fire The complaints council has issued advisories to two Big CBS channels for showing offensive content. News Bureau

he Broadcast Content Complaints Council restructured its S&P department and therefore, (BCCC), a committee under the Indian such violations will not occur in the future. TBroadcast Foundation (IBF) has issued The council was not persuaded by the reasons strict advisories to two Big CBS channels. Fines advanced by the channel. The problem with the were levied on both the channels for showing S&P department did not absolve the channel of ‘grossly offensive content’. The channels have also its responsibility, said the council, and therefore been asked to run an apology scroll for the same. imposed a financial penalty of `2,50,000 to be The complainant in these cases was the deposited on or before September 19. In addition, Ministry of Information & Broadcasting, which an apology scroll will have to be run at normal alleged that the content violated a few clauses of speed, every two hours, over a period of three days, the ‘Programme Code’ and a few guidelines of from 12 noon on Sunday, August 25 to 10 am on ‘Theme 2: Sex, Obscenity and Nudity’ of the IBF Wednesday, August 28. Self Regulatory Guidelines. In another matter related to Big CBS Love, It must be noted that this is the first time that the telecast of programmes ‘Sex and the City’ the council has taken an action involving a fine (April episodes), ‘America’s Next Top Model’ (the against any channel. The council geared up in March 20 episode) and ‘Britain’s Next Top Model’ January, when Sony Entertainment Television had (April 15 episode) were found objectionable. planned to telecast a dramatization of the Delhi The council suggested that there have been gang-rape case. Then came the first order from the repeated complaints against the channel as well content regulation body. This is the first time that as the said programmes. The clips revealed that The decision to levy a fine came on the back of the programmes clearly are in gross violation of the IBF Board of Directors authorising the council the council has taken IBF’s Self Regulatory Guidelines as well as the to levy financial penalty on a channel, subject to a Programme Code. In the light of the above, the maximum of `30 lakh. an action involving fine council has decided to impose a consolidated In the current matter, Big CBS Spark was against any channel. financial penalty of `10 lakh on the channel, to be found showing vulgar content during the telecast deposited by September 15, along with an apology of the rap song ‘No Lie’ by rappers No Chainz not be strictly applied to these programmes. on the channel. and Drake at 23:19 hours on May 2, 2013. The The channel’s representatives appeared before Along with the orders for financial penalty, the council watched the said rap song pertaining to the council on July 10, 2013. It may be mentioned complaint council also issued two advisories to the complaint and issued a notice to the channel. that the channel did not even press the above the television broadcasters for showing content In its reply, the channel argued that being a niche defence at the time of the hearing, and rather sensitivity in cases of acid attacks and programming channel, the content is watched by a select audience stated some problem with its S&P (Standards & related to minorities. „ only. Therefore, the norms and guidelines may Practices) department. The channel said it has now [email protected]

AMAGI mented in the case of HUL here, where different television creatives in terms of product variants or a different creative rendition of the Micro-Targeting same advertiser is played in differ- ent regions on the same channel Viacom18 to facilitate geo-targeted advertising for HUL on its kid’s channel simultaneously. using Amagi’s DART technology. News Bureau According to Srinivasan K A, co- founder, Amagi Media, this is the first time worldwide in television magi Media, Hindustan advertising that a single spot bought Unilever (HUL) and nationally has been used to com- AViacom18 have struck a municate different brand messages deal, which will enable HUL to in different regions. “Such micro- get geo-targeted advertising on targeting is going to be the future Nickelodeon. Given TRAI’s recent of television advertising,” he added. 12-minute ruling on advertising, television advertisements in differ- Sudhanshu Vats, group CEO, broadcasters and advertisers have ent regions on its kid’s channel. Viacom18, says, “This initiative fur- been seeking ways to optimise their The innovation will allow HUL to ther builds on our strategic thrust return on investment and stretch micro-target its communication in of sharper segmentation. We are the time within the limited inven- each region. pleased to partner with Amagi and tory, and this is a step towards it. There are two ways by which Srinivasan (L) and Vats Hindustan Unilever on this unique With the use of Amagi’s DART Amagi Media works. Firstly, pay a fraction of the national price, concept of micro-targeting.” technology platform, Viacom18 through local ad buys wherein the albeit only for the selected region. Amagi claims to provide geo- will facilitate Hindustan Unilever advertisers buy ad inventory for The other method is creative targeting on 15+ TV channels. „ to simultaneously run different each of the regions. For this they versioning, which will be imple- [email protected]

afaqs! Reporter, September 1-15, 2013 31 1(:60(',$ INMA 2013 Print Has Unmatched Credibility Despite digital taking the world by storm, print will continue to thrive in India. By Devesh Gupta

raging debate about the advent of the digital medium leading to a slow death Aof the print medium, still prevails in the industry. Those who foresee a gloomy future for print, cite a host of reasons, including availability of free online content and the fate of print media circulations in the West, which saw a steep fall after the advent of digital content. The same was also the subject for discussion at the 7th South Asia Annual INMA Conference that was held in Delhi on August 23 & 24. Industry experts deliberated on ‘Why Publishing is Continuing to Thrive in South Asia?’ The members of the panel discussion were Ravi Dhariwal, CEO, BCCL; DD Purkayastha, MD & CEO, ABP; Jacob Mathew, executive editor, Malayala Manorama; Pawan Agarwal, non executive director, Dainik Bhaskar Group; and Sanjay Gupta, president, INMA South Asia Division and CEO, Jagran. The discussion was moderated by Ashish Pherwani, partner, advisory 5$9,'+$5,:$/ $6+,6+3+(5:$1, ''385.$<$67+$ services, EY. Ravi Dhariwal, CEO, BCCL, listed five reasons that will ensure the print media’s survival in India for a long time: Firstly, he said, there is a favourable environment facilitated by increasing literacy, growing incomes and good newspapers. Secondly, the newspaper is the best consumer value product created till date. “The cost of a newspaper does not grow with inflation and in `3-5 it provides enough information to the user,” he stated. “Thirdly as an industry we have invested enough to create a newspaper reading habit among people. Besides, it is a competitive industry and the people working here are extremely innovative, which keeps the industry going,” he said. -$&2%0$7+(: 6$1-$<*837$ 3$:$1$*$5:$/

DD Purkayastha, MD & CEO, ABP pointed PHOTOS: SUSHIL KUMAR out that digital penetration is lower in South Asia. Regional newspapers in India, he added, have a matrimonial ads, youth sections, news on wishes, and monetisation will have to follow strong ability to customize, witness strong growth education and medical issues catering to different successful models. Gupta expressed doubts that in advertising revenues, people have huge faith in needs of different people. “Also, we have had the this will happen in the near future, as India is newspapers and the industry is innovative. advantage of learning from the western markets not ready for it and people still believe that only Jacob Mathew, executive editor, Malayala about price and advertising wars,” he added. physical products can be priced. Dhariwal said that Manorama, claimed that digital is no match Sanjay Gupta, president, INMA South Asia even if it can be done, it should be done slowly. for print in terms of coverage. The scope for Division & CEO, Jagran, began cited reasons for the There should be no hurry because one first needs innovation in advertising is much higher in print failure of print media in the developed countries. to ascertain if the user is ready for it,” he cautioned. than on digital, he said, and broadband is still weak “The print media organizations in the west earned with low penetration. He added that print media well and also survived during the television boom, WOMEN AND YOUNG READERS ensures constant interaction with people and but they failed because they heavily invested in urkayastha brought out that women readership has bureaus everywhere for content aggregation. their newsrooms, did not manage operations and Pin India is low and that there needs to be “While digital media is a faceless organization, were not able to regionalise,” observed Gupta. proactive steps taken towards it. Dhariwal stated print has the ability to be hyperlocal. Also, print that for this, one needs to understand women’s enjoys far more credibility than the digital medium IMPACT OF BROADBAND requirements and then customize content in terms of news and editorials,” he said. peaking on the impact of broadband on print accordingly. Agarwal opined that there need to be Pawan Agarwal, non executive director, Dainik Sin a decade or two, Gupta said that it is difficult more women journalists and relevant news should Bhaskar Group, observed how print is the greatest to predict changes on technology, as of today. To be fed to women. platform for retail advertisers. “It is cheaper than a this, Purkayastha added that broadband needs the On youth readers, Gupta said that apart from cup of tea and is distributed nearly free of cost at print players; Agarwal predicted that both will those who have taken up a job or started a business, homes every morning. Indians have enough time coexist. the youth does not take newspapers seriously. in the morning to see it,” he said. Purkayastha, however, said that if the right content He also brought to light that in India, the MONETISATION OF THE TABLET is presented to the youth, they definitely will make print media has also streamlined itself with the athew pointed out that content will have for good readers. „ social character of people. It prints classifieds, Mto be delivered in the form that the user [email protected]

32 afaqs! Reporter, September 1-15, 2013

,17(59,(: AJAY KAUL> CEO, JUBILANT FOODWORKS “I read all the customer complaints personally” Domino’s is busy expanding its presence in the metros as well as small towns. Whether it’s because of the on-time delivery promise or affordable pizzas, the company has been on a growth spree. By Devesh Gupta

ast fortnight, Domino’s, the Domino’s as a single room where you international pizza serving get pizzas from `35 to `500. We are a Lchain, launched its 600th store full-range pizza serving company and in India. India tops the growth rate not just a value-based or an affordable in the international Domino’s network one. and has the second largest network of restaurants after UK. It also employs How has the Indian consumer more than 23,000 people. psyche evolved during this period? Not content, it is making a big push Previously there were many mom and to expand its footprint, especially in pop stores, which served burgers and smaller towns. afaqs!Reporter spoke pizzas, so people knew about them. In to Ajay Kaul, the hard-pushing CEO of 1995, after the government gave its nod the `1,400-crore Jubilant FoodWorks, for QSR (Quick Service Restaurant) on what drives the Domino’s clock - chains, we initally had to tell people like clockwork. Excerpts: what a pizza is. People did not see it as a meal but as a snack. But over the years, Managing supply chains for such there has been an enormous change and a huge number of stores must be people take us as place for having meals extremely difficult? and even party. We are one of the few companies in this space to invest in its own supply What is the way forward in India? chain. Once we decided on a huge We will grow mercilessly. Despite a store network, we had to target tier I, slowdown, we believe that the Indian II and small towns as well. We are in growth story is intact. And, we will be 130 cities already. If the supply chain is opening 125 stores in the next one year. not in your control, you have to depend We will be going into 20 new cities in on others. Last year, we upgraded our the next two years. factories in Mumbai and Kolkata and built a new one in Chandigarh at a cost How do you get customer feedback? of `70-80 crore. This year, we plan We do it in various forms. We randomly to construct three new call the walk-ins to determine our factories in Hyderabad, customer satisfaction index. Be it via Guwahati and Nagpur return on investment in a certain time. We stores, Facebook, website or any other medium, and upgrade the Noida No are answerable to shareholders who are I ensure that I read all the customer complaints production unit. household happy now. personally. A factory in Guwahati? should be How do you locate your stores? One advertising question: which, to your We believe in a pan- We are a delivery-centric company. So, it mind, have been the two best campaigns for India growth story. more than starts from mapping households that we Domino’s? And if this growth has can target for our business: basically, people First, ‘30 min or else for free’: it was a service to be at 125 stores per 8-9 minutes from SEC A and B, but not the slums. And proposition that got transformed into a product year, we cannot ignore we have a written norm that there should feature. People remembered ‘30 mins’ more than any corner of India. We away from be at least 15,000-20,000 households. No the pizzas and it created enormous interaction. It plan to invest `8-11 crore our stores. household should be more than 8-9 minutes is largely because of this campaign that we have a in the Guwahati factory away from a store. Apart from households, 67 per cent market share today. and in two to three years, we check for colleges and business parks too. The second was ‘Pizza Mania for `35’. It cut we can create at least 30-40 stores across the across all value for money barriers and brought it Northeast, though it is the toughest market to Why has Domino’s taken the affordability to a point where all the floodgates were opened crack. However, as the infrastructure improves, route while some of your competitors have and a new kind of customer walked in. the market will open up. gone the premium way? An initiative that failed: It goes back to 12 years Intitally, we attacked the top of the pyramid. We when we thought that the ‘Hungry Kya’ campaign Why is such rapid expansion necessary? were seen as reasonably expensive. Then, we came had made enough excitement and customers India has a huge potential and if we can own a up with the `35 pizza to attack the middle of the would walk in. We went on a crazy expansion profitable store, why not? We are a publicly listed pyramid and that opened the floodgates for us. We spree in the small towns, but had to retract our company and we don’t use the franchise model: widened our customer base, though we are still steps and reduce the stores from 100 to 50. „ that means capital expenditure and ensuring a far from the bottom of the pyramid. We now see [email protected]

34 afaqs! Reporter, September 1-15, 2013 1(:60(',$ BLACKBERRY DNA Jumping the Queue Inspiring Good DNA, in its latest campaign, urges The handset manufacturer had set up a special entry gate for the common man to become a BlackBerry users at the Malhar festival, in Mumbai. By Devesh Gupta brand ambassador of good. By Devesh Gupta

iligent Media-owned English daily, DNA’s latest campaign, ‘Good is in Dour DNA’, is aimed at connecting with its readers and finding inspiring stories where they have done something good for society. The campaign, created by Infectious, a creative boutique, recently launched by Ramanuj Shastry and Nisha Singhania. The campaign invites people to register themselves with the newspaper and share their stories, which will then be published in all editions of the paper. The ones who share their stories will be known as ‘Ambassadors of Good’. Speaking on the insight behind the campaign, Sorbojeet Chatterjee, senior VP, marketing, DNA, says, “Today the newspapers are filled lackBerry users were given a special entry into monsoon weather of Mumbai, BlackBerry had also with negative stories Mumbai’s St Xavier’s College, during the put up huge umbrellas for students. of mishaps, murders Bcollege festival, Malhar 2013. Unbelievable? The brand urged students to participate in the and corruption. We Not quite! The handset manufacturer, which was BlackBerry ‘My Q5’ contest, where they had to wanted to highlight the title sponsor of the event, had put up a larger come up with an ideal price for the handset and the good things than life cut-out of the letter, ‘Q’, at the entry gates walk into the BlackBerry store at Palladium mall, in happening in the of the festival and urged students to show their Mumbai, sporting a red garment, at a specific date society. It is not that BlackBerry devices to pass through the gate, thus and time. Three winners were chosen and awarded w e stop evading the general queue. The idea clearly made BlackBerry Q5, which was launched in July. BlackBerry users feel special at the event. Speaking about the campaign, Ashish Gupta, Students accompanied their BlackBerry user director, marketing, BlackBerry, says, “BlackBerry friends and urged the representatives at the special India wanted to connect with the younger audiences as Q5 is not just a corporate phone - it can very well be used by the youth. We have a huge portfolio of “We have a huge products, but have always been seen as a corporate portfolio of prod- darling. We aim to reach out to the younger covering news, but audiences and that is the reason we have roped we want the brighter ucts, but have in Ranbir Kapoor as the brand endorser, who side to also come to the always been seen resonates very well with the youth.” front. This is a start to try as a corporate Gupta adds that the exclusive gate for BlackBerry and put the good back in the mornings.” users provided a first touch-point at the festival and He adds that in addition to attracting eyeballs darling.” placed the brand favourably in the minds of the in the Bengaluru, Mumbai and Pune markets, ASHISH GUPTA collegegQ students. The Q5 was well registered and the campaign also aims to differentiate the sscoredcored highhigh in brand recall, he claims. brand from its competitors. TThehe handset manufacturer watched The stories will also provide fresh content ‘Q’ gate to let them pass through.gh. TheThe ideaidea every step aatt the event to measure and will be carried in the reader’s section of behind setting up the Q was too promote tthehe ROI from the campaign - the newspaper. The campaign will run for the new BlackBerry Q5 amongong the sstartingtarting with footfalls at the an entire year and DNA will also carry out age-group of 18-35 years, especiallypecially BBlackBerrylackBe zone, followed by at least one on-ground activity every month in colleges. tthehe numbernu of people who to promote the campaign. Last month, the The handset manufacturer also aactuallyctual landed at the store in newspaper sent Rakhis to the cops of Mumbai, set up a BlackBerry zone insideside PPalladiumallad mall. on behalf of its readers. the college campus, which hostedsted BlBlackberry spent close to To be a part of the campaign, people can an array of engagement activitiesities `1010 lakh on the campaign. send an SMS to 575758 and share their story. such as a huge puzzle board wwithith GuptaGupt claims that such DNA also plans to come up with a microsite a snapshot of the Q5 televisionsion activationsactiva result in a 200- to let users upload stories directly. Apart from commercial, a stilt walker dressedssed 300 pper cent growth in sales newspaper promotions, DNA will also use in red, who walked around the ooff ttheh particular product in digital, OOH and radio in the next leg of the campus, dart games and caricaturecature nenearby the stores. „ campaign. „ design. Keeping in mind the roughrough [email protected] [email protected]

afaqs! Reporter, September 1-15, 2013 35 ,17(59,(: SANTOSH IYER> MARKETING HEAD, MERCEDES-BENZ INDIA “Full page ads and TVCs are no longer as effective” From being the car for the uber rich to being the luxury car that even the young can indulge in, the Mercedes-Benz consumer seems to be getting younger. By Ashwini Gangal

aunched in India in the mid-1990s, luxury is rising. Traditionally, our buyer was 35-50 years So, is it this ‘upgradation’ into luxury driving car maker Mercedes-Benz basked in its old. This was true for the auto luxury segment as the popularity of the A-Class? Linitial glory as the sole player in its space a whole, in fact. Now, there is a new buyer age We have two sets of buyers for A-Class: ‘luxury for more than a decade, before BMW, and later group between 25 and 35. Earlier, a house was the dwellers’ and ‘upgraders’. Luxury dwellers already Audi, arrived. Besides being dethroned by BMW only purchase they wanted to make. Now, they own luxury cars and want to make an additional on the sales front in 2009, Mercedes was also want to consume luxury even when it comes to purchase. Initial interest around the A-Class re-positioned by these late entrants as a stodgy old cars. We saw this trend and brought the A-Class to came from this segment. Upgraders are first time brand. India. Even globally, our buyer is getting younger, entrepreneurs or professionals who have done Of late, though, things have changed for thanks to our contemporary design language. well in life and want to start consuming luxury. Mercedes. After overtaking BMW in the first But in India, this is coupled with the economic A lot of post-launch interest is coming from this quarter of this year, last month’s figures indicate scenario: unlike earlier, wealth is no longer segment. I can’t say they are laggards, but they that Mercedes outsold Audi by over 100 units, it considered an ‘evil’ thing, as a population we are are consumers who are coming into the fold after is the toptop luxuryluxury car brand in India Interestingly,Interestingly, becomibecomingng youngeryounger and there is an ‘upgradation’upgradation observingobserving the dwellers.dwellers thethe average age of the Mercedes buyer has reduced iintonto luxury. TThehe demand for thist car is connected to the by almost 10 years, over the last four to five TToday,oday, even the wawayy recentrecent demand for single-roomsin studio apartments years. We spoke to Santosh Iyer, head, marketing, a 35-45 year old guyguy - they satisfy emotionalemotion as well as rational needs. Mercedes-Benz India, about changing trends. consumesconsumes luxuryluxury Similarly,Similarly, the A-Class is compact, hence functional EditedEdited excerpts.excerpts. isis cchanging.hanging. He andand hashas allall tthehe featufeaturesr of a top end luxury car, comescomes from hencehence satisfies emotionalemotion needs. Mercedes-BenzMercedes-Benz usedused toto havehave this ‘rich‘rich oldold ‘new‘new India’ man’sman’s car’, fuddfuddy-duddyy-duddy imageimage that seems andand the moneymoney IfIf the luxuryluxury autoauto market, in general, is to be changing...changing... hehe spends is gettinggetting younger ddueu to changing market This is a myth in the industry, more so in the ‘post-1991‘ post-1991 realities,realities, how can yyou confidently attribute media.media. This image has been successfully created money’.money’. Only your newfoundnewfound youngyoun buyer to your efforts? byby our competitors, in a move to appealappeal to our thethe 45-60 year WeWe recognisedrecognised thisthis changingch market and tapped buyersbuyers byby tellingtelling themthem ‘Buy our cars andand start old guys todaytoday intointo it. Our jojobb in marmarketingk is to make the product lookinlookingg younger’.younger’. GoingGoing by data, the averageaverage ageage areare from the pre-pre- rrelevantelevant to the TG, ffailinga which consumers will ooff our consumer is similar to that of competition,competition, liberalisationliberalisation era.era. ffeeleel alienated. TheyThey willw feel ‘Maybe it’s too early if not yyounger.ounger. fforor me to upupgradegrade to a Mercedes’. Youngsters are BButut yes,yes, as an image, that used to be the nnotot as brand loloyalyal asas they are brand conscious. peperception.rception. By the time our competitioncompetition TTheyhey have to be enengagedg with constantly. Full ccameame to InIndia,dia, we hhadad aalreadylready page aadsds andand TVCs areare no longer as effective as our sold over 20,000 cars; that was a experientialexperiential marketingmarketing efforts. We did pre-launch strengtstrength,h, butbut alsoalso a weakness.weakness. pupubb activations for A-ClassA and associated our WWhenhen competition entered, theythey brandbrand with youthyouth platformspla like MTV. We have wwereere the ‘new kids on the block’ moremore than doubled ourou digital spends. aandnd were thus perceivedperceived to ConsiderConsider StarDrive,StarDri a platform where we be ‘younger’. It helped them demonstratedemonstrate our pre-safepre-s technology by simulating tthathat we were already present aaccidents.ccidents. Our cars can anticipate an accident here; they didn’t have to (by(by detecting under/under/overo steer) and prepare for do much. Also, since itit - the seatbelt getsge tighter, the seats start wwee entereenteredd IndiaIndia just reclining,reclining, thethe sunroofsunroo closes. What better way, aafterfter liberalisationliberalisation,, we thanthan a demonstratiodemonstrationn like this, to communicate had older consumers ourour safetysafety features to a consumer. buying our cars, simply because at the Any recent consumptionconsump trends in the luxury ttime,ime, wealth used to carcar space that aren’aren’tt age-related? rresideeside with these ResearchResearch indicates ththata today there’s more front oldolderer guys. seatseat drivingdriving in lluxuryuxury cars.c Even Mercedes is more ooff an owner’s car today,tod not so much a backseat, And of late cchauffeur-drivenhauffeur-driven car. We find a lot of owners thingsthings have bbringingringing their cars to our after-sales outlets, changed...changed... iindicatingndicating that a lot ooff our consumers are driving The market is ttheirheir cars themselvesthemselves.. We have used this insight changing.changing. India is andand changed our serservicev reception. Our staff is movingmoving towartowardsds a consumerist nownow trainetrainedd in bbehaviourehavi skills and etiquette. „

society andand luxuryluxury consumption FOTOCORP [email protected]

36 afaqs!afaqs! Reporter, SeptemberSeptember 1-15, 22012013010 3

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

dvertising and Publicis Ambience, has he media industry saw some shuffling Amedia agencies joined Law & Kenneth Tin the managerial roles in the past fort- saw a lot of changes in the same capacity. night. One of these was when George Varghese in the higher and mid- He will operate from started his second stint at Indian Express, now level management in Mumbai and will as the CEO. the recent fortnight. To work on accounts He replaced Shekhar Gupta, who has relin- strengthen its senior such as Renault, Club quished his duties as CEO, but will continue to management, Havas Mahindra, ING Vyasa be the group editor-in-chief. Earlier, Varghese Media made three new among others. had worked with appointments. Havas Variyava is reporting the English daily for Media Arena roped in to Rahul Nangia, chief more than a decade, LOVE GUGLANI FERZAD VARIYAVA Love Guglani as vice- creative officer (South between 1988 and president, and Saurabh and West). All the 1998, as chief general Bhatnagar as group account director, digital. Both creative teams report to Charles Victor, NCD, manager. Varghese will work on the LG account, which the agency Law & Kenneth. will report to Viveck won recently. Roopali Sharma has come on board Variyava has more than 13 years of experience Goenka, chairman as vice president, and will handle clients such as and has worked with agencies such as JWT, and MD, The Indian MTS, which is growing McCann Erickson and Publicis Ambience. „ Express. He has more its presence. than 25 years of expe- Armed with over SHEKHAR GUPTA rience. 12 years of experience MARKETING In another move- across planning, buying ment in the broadcast industry, Viacom 18 and implementation, ood and beverages major, Coca-Cola appointed Saugato Bhowmik as head, consum- Guglani has moved FIndia has reshuffled its top management. er products business, filling the vacancy created in from Lodestar Debabrata Mukherjee will take over from when Sandeep Dahiya, an old hand at Viacom Universal. He has also Anupama Ahluwalia 18, decided to move on in June, this year. worked with Maxus, as vice-president, Bhowmik has more than 12 years of experi- Starcom and Carat marketing and com- ence across various home and personal care SAURABH BHATNAGAR Media Services. mercial. He was businesses, based in India and Singapore. In his Bhatnagar was earlier vice-president, last stint, he was with Unilever and was lead- business director at strategy and still bev- ing the sales strategy Dentsu Digital. He has erages. Mukherjee development for the worked with Sapient has been with the general trade busi- Nitro, Quasar Media company since ness of the company, and BC Web Wise. 1998. Meanwhile, across all key markets. The brands he has Ahluwalia, will Multi Screen handled in his 12-year undergo a short term DEBABRATA MUKHERJEE Media appoint- career include 7Up, leadership stint with ed Star’s Neville GSK - Junior Horlicks, Hindustan Coca- Bastawalla to han- ITC Welcomgroup, Cola Beverages. After dle its English movie ROOPALI SHARMA ICI Dulux, SanDisk, gaining experience in channel, Sony Pix. DELL, Canon, DS bottling system, she Until recently, he was NEVILLE BASTAWALLA Group and Monster.com. will return to Coca- with STAR India as Sharma held the role of vice-president, buying Cola India. marketing head, English channels. At MSM, at ZenithOptimedia. She has more than 13 years Mukherjee’s role Bastawalla will report to Saurabh Yagnik, EVP of experience in strategy, planning and buying. will be taken over by and business head, Sony Pix. Bastawalla has Apart from working with agencies like Cheil Andriy Avramenko, about 14 years of experience in the industry. „ Media, Maxus India and Carat, she has worked who is currently serv- with LG. Some of the clients she has serviced ing as vice-president, ANUPAMA AHLUWALIA include Reckitt Benckiser, Toshiba, Uninor, Yatra. juices. DIGITAL com, OLX, Dabur and Samsung. Vikas Chawla, the present vice-president, At Vizeum, Subhas Warrier took over as vice operations, will head franchise operations in sobar roped in Ignitee’s president - South India. Warrier will play a vital Southeast Europe. He will shift base to Athens, IJaya Bhatia as busi- role in the agency’s future growth plans. He will Greece, and will be in-charge of operations ness head, West. Prior be based in Chennai and will report to S Yesudas. for 12 European countries. Sumanta Datta to Ignitee, she was with His last stint was with Initiative Bengaluru, will become vice-president, company bottling Digital Law & Kenneth where he was responsible for leading the agency’s operations. Currently, he is vice-president, cus- as vice-president. Bhatia South India team. This news comes close on the tomer and commercial leadership. Bhupendra has more than 15 years heels of the announcement of Vizeum India’s Suri, director, franchise operations, will be of experience, of which newly launched Kerala operations. The agency has promoted as vice-president, franchise bottling more than 10 years opened a new office in Kochi. operations. have been in the digital Bringing with him over two decades of At DBS Bank, Sheran Mehra will now domain. A management JAYA BHATIA experience, Warrier started his career with Osterads spearhead marketing as head, group strategic graduate from Mumbai’s Advertising and Marketing, Dubai. and marketing communications. Her last stint Welingkar Institute, In yet another development last fortnight, Ferzad was with Mahindra Holidays & Resort India, as Bhatia began her career in 1998, as a project super- Variyava, former executive creative director at head, resort marketing. „ visor at Ogilvy & Mather. „

38 afaqs! Reporter, September 1-15, 2013