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May 16-31, 2008 The fortnightly from agencyfaqs! www.thebrandreporter.com 34  PROFILE Rameet S Arora An advertising man goes to  market a TV channel.   12

TRENDS Who They Are An MTV study on today’s ‘cool’ youngsters. 32

VODAFONE A Helping Hand Now, customer care goes on air with a campaign. Why Indian families refuse to buy IPL a second TV set. And how it Internet League 18 affects the TV broadcast business. HINDI NEWSPAPERS Moving Up 20 PAANCHVI PASS Learning to Win 24 28 COLAS The Battle Continues 36

  

The fortnightly from agencyfaqs! This fortnight... Volume III, Issue 20

We have a truly fascinating subject for this issue’s cover story. And it’s never been dealt with EDITOR before. I readily concede that execs in the TV broadcasting business may wonder if there is a Sreekant Khandekar story in it at all. They have lived with the idea of a single-TV home for so long that they no longer find anything strange about it. PUBLISHER Strange, though, it certainly is. The Indian family has changed dramatically over the past Prasanna Singh decade – in the way it lives, communicates, works, travels and entertains itself. When EXECUTIVE EDITOR it comes to TV viewing, however, little has changed. The typical family still sits M Venkatesh together to watch its favourite programmes. Only about 3 per cent of all TV-owning households have a second TV set. CREATIVE CONSULTANTS PealiDezine Two questions arise. First, why doesn’t an Indian family get itself a second TV set if it can afford to? Second, what is the implication of this phenomenon on the LAYOUT broadcasting business? Vinay Dominic The insistence on a single TV set says a lot about the way Indian society has LOGISTICS shaped. For all the rising individualism, there is a need to sit together as a family, Rajesh Kanwal often at dinner, and be entertained. Members are willing to negotiate the use of the remote and give up their own viewing preferences in the common interest. Even some ADVERTISING ENQUIRIES of the professionals we interviewed felt that a single screen was best for family life. Hansika Koli Noida: (0120) 4077834 In effect, we have a situation where broadcasters are generating a rising variety of 4077837 content for different tastes within a family – but there is only a single screen on which Gaurav Prabhu to show it all. This is similar to the Indian film industry which had to negotiate the Mumbai: (022) 40429702-5 single-screen theatre with the most commonly acceptable content – until the multi- [email protected] screen theatre came along and allowed audience segmentation. Dual TV screen homes won’t make up significant numbers for quite some time. Marketing Office Until that happens, India’s TV programmers will have to continue mastering the art of the cre- B-3, First floor, Sector-4, Noida-201301. ative compromise. Tel: (0120) 4077800. Mumbai 39, A to Z (Industrial) Premises Co-op Soc Ltd, Lower Parel, Mumbai - 400013. Tel: (022) 40429701-5. Sreekant Khandekar Subscription Enquiries Sakshi Kohli Tel: (0120) 4077837 improving life but in retrospect, [email protected] somehow nothing much has been   written about how it accrues to the Registered Office underprivileged. It was heartening to $0;$0
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The Brand Reporter, May 16-31, 2008 5 CITIBANK/DELHI METRO  
      INOX> INOX Leisure, the diversification venture of the the INOX Group is planning to strenghten its foothold in the ravellers on Delhi Metro Rail Ramachandran, retail banking head, eastern part of the country. The multiplex chain is planning can now use the newly global consumer group, Citibank an investment of around Rs 400-450 crore in the next three Tlaunched Delhi Metro India, are the current Smart Card years to increase its screen count from 76 to 264 by 2011. Of Citibank co-branded credit card and users. Citibank has a two-year the total number of screens planned, 70 will be concentrated bypass the ticket queues. Delhi contract with Delhi Metro and is in West Bengal, Assam, Orissa and Jharkhand. Metro already had a tie-up - since hoping to have about two lakh Delhi Of the 70 screens in eastern India, around 54 will be April 2007- with Citibank for a Metro Credit Card users, by the end concentrated in West Bengal. Smart Card. The of this term. Smart Card worked as The card has a Reliance Money> Reliance Money, which deals with online a pre-paid card and separate chip which trading portals is betting high on the self serve technology. It is provided 10 per cent will work as a pre-paid planning to invest Rs 400 crore in concession to card. The user can get setting up 10,000 ‘Reliance’ branded commuters on the the chip topped up. multimedia kiosks in Reliance Web ticket value for a The value gets debited World, Reliance Fresh and RelianceMart in the next two years. destination. However, from the credit card This is to enable employees as well as customers to pay mobile one had to pay a and added to the phone bills, book airline, railway and movie tickets apart from being informed of major events. mandatory Rs 50 as monthly bill. security deposit for the The newly The card will be  NOKIA> Nokia’s music phone series XpressMusic which application of the primarily marketed at present retails at around Rs 5,000 is expected to come Smart Card. launched card through Metro MARKETING down to Rs 3000. According to Raghuvesh Sarup, head of The newly Stations across the also doubles up GTM (programme portfolio and categories), Nokia India, the launched Delhi Metro as a credit card NCR region. The move to lure customers to its music phones with reasonable Citibank Credit Card bank is in talks with price points is part of Nokia’s strategy to ready them for the besides the benefits of the Delhi government launch of Nokia MusicStore. To be launched later this year, the Smart Card, as well, to extend the this is an online music distribution service that will have doubles up as a credit card for usage in DTC more than two million albums. Nokia, along with Rahman and card, which can be buses as well. Big Music, has already launched Nokia XpressMusic mixer used across all Visa  According to Arjun application, which is an online music mixer to remix two approved merchant Chowdhry, marketing tracks from Rahman’s forthcoming film Ada. stores. Besides users director, credit cards, can earn one reward Citibank, the bank will point on expenditure be using the media Cartier> Cartier, an iconic French of Rs 100. While the mix of television, luxury and jewellery brand, value of one reward point is print, radio and outdoor to promote is in the process of setting shop in equivalent to Re 1, the points if the card. Existing Citibank Credit India. Richemont FZE, the company which owns the Cartier redeemed for Metro rides get Card holders too can migrate to the brand along with its Indian partner, Navratna Bharat Retail have doubled up. Delhi Metro Citibank Credit Card already identified locations for setting up Cartier showrooms. The primary target audience by calling up the bank's customer The first foray will be in the Delhi NCR region. Necessary according to T R care service and placing a request. government approvals have been obtained according to company spokespersons. After entrenching its presence in QUOTE OF THE FORTNIGHT Delhi, the brand will expand to Mumbai, Bengaluru and Chennai.

IPL matches with big eyeball Ducati> The Ferrari of bikes, Bologna-based Ducati recently count, will surely encourage launched five superbikes - motorcycles with engines of more than 800cc in India. The bikes will be imported as completely private equity investors. We built units on which there is a 60 per cent import duty. Each could see some action in the next bike will cost more than Rs 10 lakh. season itself as most promoters Luxor> The Rs 260 crore Luxor Group which is (of IPL clubs) are not really one of India's leading writing instrument makers against divesting some stake in their teams. is planning to retail its products in hypermarkets. ARUN NATARAJAN, CEO and founder of venture intelligence on IPL in the It is planning to open around 200 stores in the Economic Times. next three years. The retail expansion plans will be carried out through a separate subsidiary called Luxor Retail. The Luxor Signature Stores

EVENTS will target the youth and will have travel and digital accessories > CII had organised a retail symposium in New Delhi last month where apart from writing instruments. government representatives, retailers, traders, allied industry consultants, architects, planners and economists exchanged their views on how Delhi could be Zapak> Zapak digital entertainment is made a bigger retail success story. Dr Ashwani Kumar, minister of state for looking at merchandising as a way to push Industry, Suresh Singaravelu, president - retail infrastructure, Reliance Retail and growth. The gameplan is to launch Suman K Bery, director general, National Council of Applied Economic Research merchandise around the various games on were some of the eminent speakers. The conference was attended by over 275 offer. However it has not been ascertained if participants from all over India. those games will include those developed for Zapak’s > A conference on online travel was held in Mumbai on 2nd May. A panel discussion partners and affiliates such as Cartoon Network, The Kolkata was instituted to discuss subjects like emerging consumer trends in online travel, Knight Riders, the MTV Roadies Show among others. The marketing strategies for creating consumer environments online, and the need for merchandise will include bags, apparel, mugs, headphones travel technology. The conference was organised by the IMAI. and accessories .

6 The Brand Reporter, May 16-31, 2008

(!)YUREEKAH  
      Google had Google> The search engine major, after much wait has earlier launched launched the Translate service for Hindi. The service allows t’s now easier to keep track of How does the technology work? users to translate text from English to Hindi and Hindi to competitors, at least online, and Users can carry out a brand search Indic English. The service also allows users to translate an entire Ichalk out a more effective plan. of their competitors on the transliteration website into Hindi. However, the service has technical A Pune based company, site. They will be presented with a service as well. glitches and the real meaning gets lost in translation. (!)Yureekah, has launched a first of list of display ads along with the its kind search engine, URLs where the competitors’ ads www.yureekah.com, which enables appear. “It is important to note TRAI> According to latest release by TRAI (Telecom online media buyers to that our technology Regulatory authority of India), the total wireless subscribers base stood at 261.09 million at the end of March 2008, search the sites on process and compared to 255 million subscribers in the US. A total of 10.16 which their methodology have IP million new wireless subscribers were added in the month of competitors are protection and have

MEDIA March 2008 as against 8.53 million wireless subscribers in the running their online been patented,” month of February 2008. The overall tele-density is pegged at advertising campaigns. explains Southworth. 26.22 per cent at the end of March 2008. The service is The service is in the targeted at advertisers, Alpha stage right now, media agencies, and but will move into the Bhaskar> DB Corp the publisher of Dainik Bhaskar, is set small and medium Beta stage soon. “With to launch a Hindi business paper, Bhaskar Business, by the sized business owners. our focus on user end of July, according to industry buzz. The paper is likely to Devaraj Southworth, Southworth: changing experience and on have about 15 editions from Dainik Bhaskar’s strong co-founder, (!)Yureekah, online advertising increasing our search markets. Yatish Rajawat, a former associate editor at is confident that the results, we do not want BusinessWorld magazine, has been named the editor. new product will to move out of Alpha change the way online Users will be prematurely, even The firm’s first NDTV Imagine> The general entertainment channel, as media is bought in the though we have film, The White per reports, is planning to produce at least four mainstream  Hindi films in the next one year. The films will be co-produced country. However, this presented with received a fair amount Elephant, is is just the beginning for a list of of positive feedback with film producer and distributor Manmohan Shetty. The first the company. “Our since our launch,” being made. film under this initiative will go on production floor by July and objective is to develop a display ads Southworth says. is expected to be released in 12 months. collaborative online along with How will the service platform for all online their URLs. be promoted? SFM> With the launch of its FM radio advertising needs,” “Naturally, as an station, SFM, in Nasik, South Asia FM, a Southworth says. interactive product, subsidiary of Sun TV has taken the The service is viral promotion will be number of its FM stations to 28, across currently free of cost. an important part of India. The company has plans to launch “The whole idea is to our success. However, three SFM stations in Maharashtra within a month and another level the playing field  we will be promoting new 14 stations in the country within the next six months. and provide the same the service in other access to large ways, including the The show will be The English news channel has launched advertisers, agencies development of a web NDTV 24X7> on air on ‘NewsNet 2.0’, a new tech show that will allow viewers to and small business browser extension and explore topics relevant to netizens across the world. The show owners,” he says. possible keyword and weekdays at willbe hosted by Rajiv Makhni, and besides tech, will provide “Monetisation will come with the banner advertising. We are also 10:30 PM viewers a platform to air views on topics like legalisation of launch of future services by the end looking into possible strategic marijuana, illegal movie downloads, corruption of the media, of 2008.” partnerships once additional foods and cloned babies to tattoos . Even bizarre topics like The company has restricted the modules are rolled out,” he says. iPhone can kill you and drinking water can make you fat can be service to display advertising. (!)Yureekah is a wholly owned fun to debate. Contextual advertising will not be subsidiary of 30Seven Holdings, part of the search. which operates 30Seven Design, a Sony Southworth says, “We are in the creative services agency, and iThink Entertainment> display advertising space and hope Labs, an online media planning and Naya Roop Nayi to replicate the success Google has buying agency. Apart from Pune, Zindagi is the new achieved in the contextual the company has an office in New reality show on the advertising space.” York, too. channel. The 10- episode Miditech production will be on air on Thursdays at 8 PM and is an Indian version of the popular international QUOTE OF THE FORTNIGHT series, ‘Extreme Makeover’. The show anchored by Mona Singh is an attempt to resurrect lives of distraught Movies would be the primary individuals, facing stigma and loneliness due to some source of revenues for physical features of their face or body. multiplex players. Sports, if Zapak> The gaming division of Reliance Entertainment, has well timed, can also bring in announced a tie-up with the latest pace sensation of India, good revenue for movie Ishant Sharma. As a part of the deal, Zapak.com will be creating and hosting an online game based around the exhibition players. cricketer while Jump Games would be creating a mobile game DEBASHISH MUKHERJEE, PRINCIPAL, AT KEARNEY ON WHY MULTIPLEXES SHOULD SCREEN SPORTING for him. As of now, users can play Power Bowler online, and EVENTS, IN ECONOMIC TIMES Ishant Sharma Cricket Fever on their mobile phones.

8 The Brand Reporter, May 16-31, 2008

OGILVY    
 Kingfisher> For those who want their faces to be instant- ly identified with ‘the good times’, Kingfisher is providing an gilvy truly is an advertising but no one falls off. The original ad opportunity for them. agency. Its recent campaign ends with a board on the back of the To become the ‘Face of Kingfisher’, one needs to sign up on Oproves that. It created a TV truck, which says ‘Fevicol – The Kingfisher World with iKING, a new interactive profile on commercial and outdoor for the Ultimate Adhesive’. In the Ogilvy www.kingfisherworld.com. The faces will be randomly rated occasion of the Ogilvy office shift- remake, the ad ends with a similar by users of Kingfisher World and whosoever gets the maxi- ing from Lower Parel to Goregaon. board on the back of the bus, which mum number of votes will be announced the ‘Face of Ogilvy had its office says ‘Ogilvy’. Kingfisher’ for the month. Later, one of the twelve faces will in Kamla Mills, Lower Chitnis says, “It was be named the ‘Face of Kingfisher’ for the year. At the end of Parel, for nine years. an idea that had all the the year, the ‘Face’ of the year will get opportunities to take The shift has brought all ingredients of what we part in Kingfisher and its partner activities and win travel the Ogilvy offices under wanted to put into the and holiday packages. one roof. Earlier, the ad. The fact that the Ogilvy One, Ogilvy original ad is an Ogilvy Activation and Ogilvy & ad made it possible.” Pond’s> Priyanka Chopra has been announced as the new Mather offices were in The TVC was passed brand ambassador of Pond’s. According to a company the same premises, but around internally and release, the former Miss World personifies everything that Pond’s stands for - sophisticated beauty and charming in different buildings. At shown to all of Ogilvy’s As brand ambassador, Priyanka Chopra will play a key role in the new office, all these The Fevicol ad clients. It was then  brand and product communication across various platforms segments of Ogilvy are had all the passed on to friends as on television, in print and outdoor media. in the same building. ingredients virals. Now, the viral “Everyone is happy should be available on with the change because we wanted to YouTube as well and

ADVERTISING we’re happy with the later aired on television be used as New AD campaign of the fortnight new office,” says Anup the Ogilvy channels too. New TVC Chitnis, executive cre- Print creatives were SURF EXCEL COMBI PACK ative director, O&M. shifting ad. created for the office Flashes of a regular train travel experiences are shown - such Chitnis, Abhijit and a specific outdoor as people eating from station stalls, vendors shouting out Avasthy and their has been created lead- their wares. Yet the family reaches their destination smelling respective ing up to fresh and clean. teams the new Agency: Lowe Mumbai worked  office Creative Director and Copywriter: Arun Iyer on the address in Client Servicing: Satish Ramanathan campaign, Goregaon. Production House: Dungarpur Films which A cre- tries to ative and MOTOYUVA capture demonstra- A teenage boy is enjoying music on his mobile phone. When he the feel- tive map leaves the phone to go out, the father begins enjoying music on ings of the agency on moving to from the old office location to the the same phone much to the chagrin of his family. Goregaon. new one was drawn up by Avasthi, Agency: Ogilvy The TVC is the Fevicol truck ad. executive creative director, and his Creative Director: Abhijit Avasthy For those who don’t remember the team. Production House: Soda Films ad, it shows a truck with men, A ‘sob party’ was held, the invite Copywriter: Loveleen Raina, Vikash Chemjong and women, children and loads of lug- for which was made by Avasthi’s Basabjeet Majumdar gage travelling from place A to place team. The copy of the invite sobs B. People can be seen crammed into for all that the O&M team will miss every nook and cranny of the truck, when they move from Lower Parel. Most Debated ADS QUOTE OF THE FORTNIGHT VODAFONE It’s a schizophrenic industry  The ad is awesome. Excellent voice of the jingle singer,  very fine lyrics and catchy tune with and excellent story. I these days, where ‘creative see it everday but never get bored. - Ked Sap ads’ are made for awards  Brilliant ad....gr idea with superb execution. -Sayali  Once again, a beautiful ad with the cute pug ... the pug while ads made for a living licking the stamp is soooo sweeeeeet ... my dog will eat are ‘boring’. the stamp! -Pooja DRAFTFCB ULKA’S EXECUTIVE DIRECTOR & CEO AMBI PARAMESWARAN IN THE ECONOMIC TIMES PEPSI

EVENTS  It could have been a much better watch had the hunk been SRK. -Nitin > OAC - It will be the definitive platform to learn from industry stalwarts, to  Either the agency had really bad options or wat is my meet up and interact with media owners, agencies, solution providers, authorities stronger belief Pepsi has totaly lost it... its crappy. and brand owners. In keeping with OAC's endeavour to provide a forum to discuss -Divesh Rohra the most pressing issues that face the OOH Industry, this year will once again fea-  Complete waste of the celebrities...... Brand Equity should ture special discussions and focused presentations that will cover the most top of notice this ad n put it in "Bakwaas" category!! Fully faltu... mind subjects. Venue: Nehru Centre, Mumbai, Date – June 27, 2008 -Hansveen Sabharwal

10 The Brand Reporter, May 16-31, 2008


 RESEARCH Who They Are Cool is not just a word today. It has evolved into a state of being - especially for this trendy young generation. By Proyashi Barua oday, living life king size is synonymous with being in a T‘state of cool’ for youngsters. So what is the essence of being cool? MTV Insight Studio (research wing) has come up with a publica- tion - The State of Cool. A compilation of five major sets of insight work the smaller towns in India. Hence iment”. conducted by over 150 insight spe- the relevance of this group,” explains They are decidedly individualistic cialists across the globe, this Swamy. and this extends to the domain of publication provides a comprehen- There are some key findings of style. They play around with what is sive access into the world this study which explore the psycho readily available and add that extra of youngsters. The findings of this social matrix which influences The something, which makes it their own study - which spans the US, UK State of Cool. To begin with, Indian distinct style statement. This explains and Asia - have been compartmen- youngsters rank the highest on the why boys like to customise the look of talised under three broad sections - global well being index. The mood their bikes with their own accessories. International, Asia-Pacific and which is prevailing among the youth It is considered stylish if young boys India. can best be described as ‘optimistic can carry off pink with panache and “Very simply, the objective of this positivism’. girls to look feminine and sporty at insight is to acquaint advertisers and According to Swamy, while the the same time. marketers with what works with booming economy and consequent It would be an understatement to youngsters,” says Aditya Swamy, vice modernisation have induced say that technology empowers the president, marketing and sales, improved standards of living, enter- youth. Youth are now the technology MTV India. Advertisers and tainment and career opportunities for consultants at home and outside. marketers today are constantly Indian youngsters, they also enjoy a This has given them a sense of trying to unearth trends with blanket of security as they continue to empowerment with parents and eld- which their communication and live with their parents even after they ers. Technology is a veritable lifeline branding strategies can be become adults and start earning. This and touches almost all aspect of their aligned. According to Swamy, is not the case with youngsters resid- lives. According to Swamy, the social this is more so because today’s ing in foreign countries (particularly sites are a modern substitute of the youngsters have decided prefer- the US and the UK) where they liter- traditional social structures. ences and opinions in terms of ally have to earn their living. As a Short text language is iconic of lifestyle, purchase decisions, result, Indian youngsters are more this age. This generation believes in entertainment platforms, careers economically affluent and have high- and practises economy of words. and relationships. er purchasing power. They believe that if volumes can be The sample group for this insight spoken without saying much, it is survey included youngsters within KEY INSIGHTS truly cool. The dictionary has the age group of 15-24 from SEC oungsters in India are a pragmat- shrunk. One word connotes multi- A+ backgrounds residing in the four Yic lot, focused on long term ple meanings for them. New words metros, Ahmedabad and Bangalore. objectives and are not deterred by like pshyco and alien form part of “Trends which emanate from the temporary hurdles. Working around their vocabulary. bigger cities automatically trickle to problems is what defines their This generation likes to live approach. Unnecessary aggression, life on its edge and indulge in unli- conflict and rebellion are uncool and censed thrills. Today’s generation is A glimpse of the quintessential Indian youth passe. They negotiate and find solu- conscious about environmental (Their psyche and expressions ) tions for everything. issues also. They have a penchant This is how they are This is what they are saying The success formula for today’s for organic products. They are also Cool is a country with the highest happiness My vote can make someone a rock star. youngsters are simple and uncompli- attuned to the benefits of soul quotient. cated. They are confident and believe therapy. Cool is not to argue where not needed. I dont fuss about helping mom. She doesn’t more in working smart than working These straightforward insights fuss about my deadline. hard. They are well networked and into the realm of youngsters if lever- Cool is street smart and not book smart. My confidence will get me a job. My degrees aware of career opportunities and aged intelligently by marketers and won’t. employ smart shortcut strategies to advertisers can make a world of dif- Cool is a place where everyone looks good. If you are good-looking fewer questions are get ahead in life. Says Swamy, “There ference. However, it is important to asked. was a time in India when having understand there are no straitjacket- Cool is born to digital. Did people really live without computers? Cool is to stay connected. If the server is down I can get pretty mad. wealth by virtue of birth was consid- ed formulas to be drawn. With i-gen Cool is a generation of few words. I could kill someone...... ered the only way to be rich. Then as with everything else, nothing stays Cool is a dangerous dude. Burnt my hand with zippo liquid gas at a party came a time when education was the forever. The “I” is a constantly evolv- Cool is all about hanging in. We sleep over at a friends’ houses and cause means to become rich and success- ing variable in i-gen,” concludes a riot. ful. Today it is just attitude, Swamy. Cool is a Buddhist chant. Let’s catch up on the spiritual path, dude. confidence and willingness to exper- [email protected]

12 The Brand Reporter, May 16-31, 2008


 CARTOON NETWORK Power of the Child Children have powerful market influence. A research on how marketers and broadcasters can address their ever-evolving standards. By Sangeeta Tanwar

artoon Network’s seventh edition of New The cities covered included New Delhi, Generations, India’s largest children’s Mumbai, Bangalore, Chennai, Kolkata, Clifestyle research study attempts to map Ahmedabad, Hyderabad, Ludhiana, Jaipur, subtle changes in children’s behaviour and prefer- Lucknow, Guwahati, Nashik, Kochi and Madurai. ences. It throws up interesting facts relating to Television also scores high when it comes to the their mindsets and choices, considering their consumption frequency of various media. As access to technology, TV viewing habits, media many as 98 per cent respondents watched TV consumption and frequency patterns, spending throughout the week. Radio and newspapers stand Pacific, says, “We invest heavily in the study to power, favourite icons and awareness about the at second and third positions, respectively, with 47 obtain better understanding of the changing needs, nation and the world at large. per cent and 44 per cent children accessing these lifestyle and attitude of youngsters. The study helps The television consumption pattern thrown up media at least twice a week. An interesting trend is us when it comes to deciding on programming, by the survey will be of interest to all those who that 25 per cent read a newspaper on a daily basis. packaging and wooing advertisers.” have a stake in the television business. Television is This is twice the level of readership registered When asked whether TV ads give them any the No 1 choice for kids – a whopping 98 per cent among children in other countries covered by sim- useful information, 74 per cent kids said that ads watch it daily. Newspapers are a distant second, ilar surveys. helped them decide what to buy. When the same followed by a close fight between radio, comics, The survey finds that 76 per cent of parents question was put to the parents, 78 per cent agreed magazine, cinema and the internet. watch TV with their kids at some point of time in that TV ads do give useful information on prod- The research study for 2008, covered 3,020 ucts both for them and their children. Around 14 boys and girls, aged 7-14 years, SEC A, B and C, in per cent of the kids and 15 per cent of the parents 14 cities across India. The parents of the kids sur- The average monthly felt TV ads are of no use. And, 11 per cent of the veyed were also included for a few select queries. kids and 7 per cent of the parents believed adver- pocket money for tising had nothing to do with what they buy. Children in the age group of 7-9 years use the kids in all the cities internet less frequently than older children aged 10-14 years. Online gaming is the most popular surveyed was Rs 193. activity for 45 per cent of the kids, listening to music comes second (13 per cent). Pocket money given to children throws up the day. This could be because India still has over- some more exciting trends. The figures say that 36 whelmingly single TV households. Afternoons per cent parents give their children pocket money. (2-4PM) account for the highest joint viewing of However, where pocket money was earlier dis- programmes by parents and kids. During holidays, bursed on a monthly basis, now it is given out 44 per cent of parents spend their time watching every week. The average monthly pocket money afternoon TV with their children; on school days, for kids in all the surveyed cities was Rs 193. The only 29 per cent of the parents watch TV in that children surveyed were asked what they would slot with their kids. buy if they had Rs 5,000 in hand. Around half of Commenting on the purpose and significance of them said they would buy bicycles, mobiles, video the study, Duncan Morris, vice-president, research games and clothes, in that order. and market development, Turner International Asia [email protected]

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14 The Brand Reporter, May 16-31, 2008

    IPL   
 Buzzing games The Indian Premier League has left no advertising platform unex- plored, including mobile, reach out to cricket lovers. By Kapil Ohri SMS2.0 win- Contextual con- While message Full Screen dow showing tent stays when is being sent, Message with roupM’s digital agency, Maxus Interaction, wallpapers, match scores.” contextual con- message is teaser blows up Interactivity is handling the mobile marketing initia- Kumar adds, “All SMS 2.0 users, who tent. being com- into full screen Options posed Gtives for the Indian Premier League (IPL) are interested in cricket, were shown a series. According to Vinod Thadani, regional banner advertorial at the bottom of the mobile director, India and South Asia, GroupM, mobile screen when they composed a message. April 17 and will continue till the end of the series. “The client briefed us to create a non-intrusive The advertorial consisted of ad and IPL-related In this phase, an SMS service, called and disruptive campaign and we are using SMS content. When a user sent an SMS, a detailed SMSGupshup.com, from Webaroo Technologies and caller ring-back tones to promote the series” description of the advertorial came up on the full is being used to engage people with the IPL series. To begin with, a pre-launch SMS campaign was screen. The user was allowed to click for options SMSGupShup.com is a free group messaging carried out from March 18 to April 16, to inform service available on mobile and the internet. It people about the tournament. The campaign was The IPL series’ theme song allows users to join any existing group or create powered by the SMS 2.0 service from Affle, a UK- their own and send free messages to all the group based mobile media company. is being offered as a caller members. A community called DLF IPL has been SMS 2.0 is a text messaging application for created on SMSGupShup.com, which already has GPRS-based mobile phones. A user can download ring-back tone, available as about 13,500 users. Members receive news alerts the application - currently, available on Airtel only an optional service related to the IPL series on their mobile phones - from his mobile operator’s portal for free. It dif- and interact with each other by sending text mes- fers from a default SMS application as it shows a like ‘Read more’, ‘Download ringtones’ and sages to the group members. SMSGupShup.com banner ad at the bottom of the screen while com- ‘Check live score’.” also has cricket- related pictures, which can be sent posing/reading a message and displays a full-screen Affle served 16,36,902 impressions (the num- to others. The IPL series’ theme song is being ad during the process of sending the message. ber of times the ad is being shown) and 35,939 offered as a caller ring-back tone (CRBT), avail- Anuj Kumar, executive director, South Asia, users downloaded the ringtone. able as an optional service on the mobile portals of Affle, says, “We tied up with content providers like The revenue earned through this campaign was various operators such as Tata Indicom, Airtel, Indiatimes.com and Cricinfo.com to showcase and shared between Airtel, Affle and content providers. Vodafone and BPL Mobile. sell their cricket-related content like ringtones, Another phase of mobile advertising began on [email protected]

FUTURE GROUP She adds that Depot has its own label, ‘Depot Get Your Word’s Worth Exclusives’ which has over 200 titles. So how’s work riters have never had an Depending on the number of copies selected? Vyas says, easier route to getting pub- printed and the responses received, “The writers who Wlished. Depot, the books, Depot will also retail the book at have approached music, gifts and stationery retail 102 stores across the country. us for self-publish- brand of the Future Group, has The concept is just a month old ing fall into two introduced ‘self-publishing’, which and Depot has already published categories - those allows budding writers a hassle-free two such books: People Super who are serious way of getting their work published Highway: The Mystique & Quest of about writing and wish to gain com- wants to launch a book with a min- and marketed. Soul by Dave Anand and one from mercial acclaim and writers who imum of 25 copies, his costs Self-publishing works in three the Biyani family, Zombie -The Mad write more for pleasure and self- towards Depot would be approxi- easy steps. The first is deciding the Scientist by 10-year-old Gauraang expression of their thoughts, mately Rs 14,000, which includes all type of book, be it a collection of Biyani. More books are in the opinions and world-views. The lat- the above-mentioned services. short stories, a novel, a poetry col- pipeline, with Quick Recipes by Aban ter don’t always expect to make Where royalties are concerned, lection, a travelogue, a cookery Sukhia to be launched shortly. money out of their work. For them, Depot will give the books shelf book, a coffee-table book, or even a Preeti Vyas, the priority is self-expres- space and royalties of whatever sells children’s photo album. Business business head, sion.” will go to the writer, which, Vyas books and research papers too can Depot, says, The costs involved vary claims, is more than the trade. be published. “Ninety- eight per from book to book. Fee is It is not just the unknowns, The second step is deciding the cent of manu- determined by the services Indian writer, Chetan Bhagat, size of the book, followed by the scripts are rejected chosen by the writer - the famed for his books, Five Point choice of services - cover page by the publishers. book size, illustrations, the Someone and One Night at the Call design, inside page illustrations, They have targets number of pages and Centre, has also launched his latest copy editing, proofreading, or all of at least selling number of copies printed. book, The 3 Mistakes of my Life with production services such as printing 10,000 copies to After these variables have Depot. For the record, Depot is one in colour or black-and-white. One break even. Here, been evaluated, the cus- of the youngest brands from the also has a choice of a paperback or a you can even pub- tomer can find out the cost Future Group stable and has already hard cover. Depot also offers a plat- lish a minimum Vyas: Providing a plat- involved. seen a turnover of Rs 75 crore. form for a grand book launch. of 25 copies.” form for self expression For instance, if a writer [email protected]

16 The Brand Reporter, May 16-31, 2008


 IPL Internet League The eight teams playing in the Indian Premier League have actively created their websites and are clearly looking at reaching their fans through the interactive medium. By Tarana Khan

esides creating fireworks on the TV screen, images of Kolkata and show people wearing the Royal Challengers’ site received over a million the DLF Indian Premier League (IPL) is Knight Riders’ helmet.” Abode added comics and unique visitors since its launch in mid-April. Bcreating fireworks on the PC as well. IPL's animated videos to the site. Prakash Rao, head, Mobile technology company Webaroo created official website, www.iplt20.com, is being promot- Abode, says, “The idea is to create a fun universe. an IPL community on its SMS group platform, ed on all match telecasts. The website, developed The plan is to create a social network for fans, and SMS GupShup. Chirag Jain, vice-president, oper- by Canadian company, Live Current Media keep it active even when the season is over. ations, Webaroo, says, “The IPL community has (LCM), is a resource for all information on the Community participation is the key reason for around 15,000 members and mobile will play a League. Visitors can see live webcast of the match- major role in IPL next season, because of its es by paying a certain amount. The idea is to create a unparalleled reach.” Each team has invested in a site which, it hopes, Given that this is probably the first time that will keep fans hooked through social networks, social network and keep cricket teams in India have formally come online, blogs and communities and SMSes, when they are the medium may see more investments in future, not watching the tournament. it alive even when the as the internet also presents a source of revenue Kolkata Knight Riders’ site created by three season is over. through online ticket sales and advertising. The agencies – A Bellyfull of Dreams Entertainment only advertising currently is on the IPL official site (Abode), which is part of Red Chillies most teams to go online. Krishna Prasad, head of through Google ads, though most of the team sites Entertainment, and two divisions of Web18, programming, MSN India & Windows Live, offer online ticket sales through tie-ups with tick- Urban Eye and Cell18, is the snazziest. The last which developed the Royal Challengers’ website, eting websites. Teams can look forward to leverage was commissioned to create five exclusive videos says, “IPL is all about community. If you look at on online video, instant messaging and networking for the site. Zubin Driver, network creative direc- international leagues, everything revolves around features to build their brands on the internet. tor, Cell18, explains, “The videos capture different the community of fans.” Prasad claims that the [email protected]

Kings XI Punjab Royal Challengers Chennai Super Kings Delhi Daredevils (www.kingsxipunjab.com) (www.royalchallengers.com) (www.chennaisuperkings.com) (www.delhidaredevils.com) The website has been developed in Developed by MSN India and This website, predictably, has the The site, designed by integrated the form of a storybook. Designed by PlanetSurf Creations, the site has face of star player MS Dhoni on the marketing agency Arc Worldwide, Dubai-based technology company everything, including news, team home page. It welcomes visitors to has a virtual locker room where visi- NetlinkBlue, the site has only the profiles, scorecard, videos and pho- the 'Lion's Den' with Dhoni in the tors can find out more about the basics – the team’s vision and man- tos. The site features columns from avatar of a gladiator. Apart from the players. Visitors can 'pledge their date, profile of team members and syndicated sources. A contest called player profiles, scorecards and news, allegiance' to the team by registering the match schedule. The closest that 'Jeeto Shaan Se' induces visitors to the site has a gateway for online on the site, which claims to have this site comes to interactivity is a register with the site and get an ticket sales. Fan zone gives access to over 21,000 users. The site does well feedback form. @royalchallengers.com email ID. wallpapers, screensavers and games. in terms of interactivity.

Deccan Chargers Kolkata Knight Riders Mumbai Indians Rajasthan Royals (www.deccanchargers.com) (www.kolkataknightriders.com) (www.themumbaiindians.com) (www.rajasthanroyals.com) Developed by Netlink, the site has The site is the snazziest. The On-Side It is perhaps the only team site that Except for a discussion board and the usual - team profiles, schedules part of the site has everything about has a prominent mobile presence. contests, there isn't much for fans to and a discussion board. The site has the matches, team members and Apart from SMS updates and a short do or see. The team's mascot its own correspondents for news arti- exclusive videos. The Off-Side fea- code, the team has its own mobile Moochu Singh is also featured, but cles, which are also open to tures a gallery of photos claimed to site, which provides information like seems rather 'inactive'. The site, cre- comments. What is perhaps eye- have been clicked by SRK himself. match schedule, live scorecard and ated by UK-based media agency, catching is that there is an i10 car There is an online cricket game on photo gallery. There is a tie-up with Emerging Media, also does not have and other prizes up for grabs in a Ishant Sharma, developed by KyaZoonga for online ticket sales and much to say for itself in terms of ‘Predict and win’ contest. Zapak.com. with Reliance Fresh for offline sales. design.

18 The Brand Reporter, May 16-31, 2008


 HINDI NEWSPAPERS Moving Up After Uttar Pradesh and Punjab, the next frontier for Hindi newspapers seems to be Himachal Pradesh and Chopra: First UP and Chandigarh. By Dhaleta Surender Uttarakhand, then Kumar HP and Punjab

ast month, when Dainik Bhaskar launched its there were several reasons why publications did Meanwhile, Hindustan, which came up with a Shimla edition last month, Hindustan came not launch Shimla editions earlier. Sanjeev Chandigarh edition, will like to enter HP in the Lup with a Chandigarh edition. Amar Ujala is Kotnala, associate vice-president and national future. But as of now, the focus is on consolidating also planning to come up with a Shimla edition in head, communication, Bhaskar Group, says, “The itself in Uttar Pradesh. Amit Chopra, head, Hindi the next couple of months. geographical difficulties in reaching the readers has business, HT Media, says, “We have just launched Until now, Hindi newspapers reached been one of the major concerns. Infrastructure the Aligarh and Mathura editions. Next is Himachal Pradesh with editions from Dharmshala development in the recent past has eased the situ- Dehradun. By July, we should be out with our and Chandigarh (Punjab Kesari was the exception - ation a bit; hence, it’s more viable for any Allahabad edition. Then, we will look towards HP its Jalandhar edition reached H P). While the publication to start an edition there.” and Punjab.” Dharamshala editions served lower HP regions Sunil Mutreja, president, marketing, Amar Currently, Hindustan is content with serving like Kangra, Una, Hamirpur, Chamba, Mandi and Ujala, adds, “With a lot of retail and real estate Chandigarh, Panchkula and Mohali regions, Kullu; the upper HP regions of Solan, Shimla, activity happening in and around Shimla, we think where it claims to have a print run of about 70,000 Kinnaur, Sirmaur were being served by the it's the right time to come with a Shimla edition. copies, a mere 5,000 copies behind the leader - Chandigarh editions. There is scope to enter many new households in Dainik Bhaskar - in the region. While Dainik After Divya Himachal, Dainik Bhaskar is the first the region. Also, there is a potential to tap govern- Bhaskar is selling at a cover price of Rs 2 and Rs 3, major Hindi newspaper to have a Shimla edition. ment advertisements.” Hindustan has come up with an inaugural cover According to industry sources, it has a print run of Dainik Bhaskar has entered the state with a price of Re 1. However, it is leveraging the pres- ence of Hindustan Times too in the region. “We are the leaders in the English market in the region. So “Infrastructure develop- we have a bundled price for the subscribers, that would effectively bring the price of Hindustan to 50 ment in the recent past paise per copy,” says Chopra. He feels that the target audience for Hindi has eased the situation. newspapers are readers from SEC A, B and C, but Now, it is more viable to Hindustan would like to concentrate on SEC A and B only. “While all newspapers are concentrating start an edition here.” more on entertainment, we want to give an intel- lectual touch. We are focussing on the SANJEEV KOTNALA 19-29-year-olds,” says Chopra. AVP, BHASKAR GROUP Kotnala is unperturbed by Hindustan's entry. “We welcome Hindustan in the market,” he says, adding, “Bhaskar has proven that the regional mar- around 25,000 copies. The newspaper's cover price of Rs 2 for four days of the week and ket favours Hindi as a language. In Chandigarh, Chandigarh edition, which served the region earli- Rs 3 on Fridays, Saturdays and Sundays. Most of Bhaskar is a leader by margins. As per the latest er, had an average circulation of around 18,000 the Hindi newspapers, except Dainik Tribune IRS, Bhaskar has 147 per cent more readers than copies, as per ABC figures for the July-December (cover price of Rs 2 / 2.50) and Punjab Kesari (cover the No 2 Hindi newspaper, and 230 per cent more 2007 period. price ranging from Rs 1.50 to Rs 3), have a cover readers than the largest English newspaper,” he The leader in H P is Punjab Kesari, which has a price of Rs 3. Mutreja feels that Dainik Bhaskar will says. circulation of about 95,000 copies on weekdays surely play the cover-price game and try and wean Kotnala also doesn’t think that Hindustan's entry and over 1.1 lakh on Sundays, as per ABC figures away readers. “But we have noticed a strong pull would affect Dainik Bhaskar in Punjab. for July-December 2007. It is followed by Amar towards the brand (Amar Ujala), so there won't be “Chandigarh-Panchkula-Mohali and Punjab are Ujala with a combined circulation of around much effect on our numbers. When the time different markets. Surely, there will be a spill-over 80,000 copies (approximately 40,000 copies each of comes, we'll also try and play with the cover price,” of copies from Chandigarh into Punjab, but we do Dharamshala and Chandigarh editions). At third he adds. not see Hindustan's presence affecting us,” he says. place is Divya Himachal, which has a circulation of What plans does Dainik Bhaskar have for the Meanwhile, with a lot of activity happening for around 64,000 in the state. Dainik Jagran’s market? “Once we have entered the market as a Hindustan. The company launched a TVC concep- Dharamshala edition has a circulation of around separate edition, we will spare no efforts to create tualised by Ajay Gehlot, creative director, Ogilvy 16,000 in the state. Dainik Tribune (Chandigarh another success. Be it connecting with advertisers on all national channels Currently, Radio spots are edition) is not in the race at all, with a minuscule and readers, circulation drives or enhanced reader already on air. Hindustan will also use outdoors in circulation of 1,103 copies. interaction, we will have it all operating in the the Hindi-speaking markets effectively. The state’s high literacy rate notwithstanding, market,” Kotnala says. [email protected]

20 The Brand Reporter, May 16-31, 2008


 ZEE NEWS A Rethink The channel has spruced up its on-air look. Re-shuffling programmes and audience intelligence is the focus. By Dhaleta Surender Kumar

n May 8, at 9:56 PM, all the ZEE CPM and RSS where the hands and legs of inno- Network channels were ‘blocked’ with a cent villagers were chopped off. The stone-pelting four-minute capsule to unveil the new incident at the CPM’s office in Delhi by BJP work- O Das: don’t underestimate the viewer revamped ZEE News. It showcased the new base- ers recently is a fallout of this rivalry. line, the new programmes, the new TV The story was presented by the channel’s new Manthan, in addition to the old News Top 10 and commercial for the channel and a message from catch, journalist Punya Prasun Bajpai, who comes Kismat Ke Sitaare. In the afternoon slot, Miya Biwi Subhash Chandra, the chairman of ZEE News and in as consulting editor from Sahara Samay. Bajpai aur TV, a show on television programming, has promoter of the Essel Group of Companies. has also worked with NDTV India and Aaj Tak. been rebranded as House Arrest - Serial ki Giraft Mein. Haqeeqat Jaisi Khabar Waisi, the old base- The Bollywood Show became ZEE Multiplex. line of the channel has given way to Zara The one-hour 9 PM slot, which was Sochiye. “We feel that news channels have no “Back to the unbranded till now, has been renamed right to underestimate the intelligence of the Khabar Yahi Hai. Badi Khabar comes on at 10 audience, hence the change in the baseline,” good old days PM, followed by Metro News at 10.30 PM, says Barun Das, CEO, ZEE News. which will have news from the four metros. B V Rao, group editor, ZEE News, adds, of journalism” The new weekend programmes include “We are offering a strong proposition. Our B V RAO Halla Bol (a soft investigative programme opening story at 10 PM on Badi Khabar was a GROUP EDITOR, ZEE NEWS based on public grievances and issues), chilling tale and we are proud to say that it Special Correspondent (a reporter based story) was not a sting operation. We want to return and Inside Story (a hard investigative story). to the good old days of journalism, though we Among other things, ZEE News’ logo, which Das admits that the channel is primarily chasing realise that it’s not going to happen overnight.” had a red background, will sport a black back- men as advertisers target them through news ZEE News opened with Vote Ka Agnipath. Reported ground. Some programmes have been rebranded, channels. “However, we’ll be concentrating on from Kannur, Kerala, it was a story about the polit- others are brand new. The morning three-hour slot, women too in the near future,” he says. ical rivalry - and subsequent fight - between the called Prabhat, has a new religious programme called [email protected]

YOUTUBE With an Indian Flavour

ouTube, the video sharing Citing comScore’s figures, site that brought online video Arsiwala adds that Indian users on Y to the masses, now has its YouTube.com have grown at own Indian site. Google has 2,00,000 per month over the last launched www.youtube.co.in, year, and currently, the site has about where the focus will be on videos 50 lakh unique users from India. from India and for India. Making YouTube India already has a few the announcement, Shailesh Rao, partners on board, who have created managing director of Google India, their channels on the site. The list of says, “YouTube India is a platform partners includes the Ministry of Rao (left) and Arsiwala at the launch for Indians to communicate and Tourism, the Indian Institutes of share ideas through the powerful Technology (IITs), NDTV, Rajshri on YouTube. Leena Nandan, joint video content available on the IIT medium of video.” Media, Zoom, UTVi and Music secretary at the Ministry, says that channel on the site. The YouTube India site will Today. the site received 6,00,000 views in Artistes such as magician Shalini showcase videos uploaded by Indian Rajat Barjatya, managing director, the first three months. “We have Shah and music band Da-Saz have users or those that are of relevance Rajshri Media, speaking on his com- been using the power of this medi- also created their pages on the site. to them. India is the 20th country to pany’s involvement with YouTube, um to the maximum and we will YouTube India has revenue shar- have a separate YouTube site. The says, “It all began as an experiment, continue using it,” Nandan adds. ing arrangements with its partners, local version of the site will show but now we are using YouTube to Vikram Chandra, chief executive but the terms have not been dis- Indian content in its featured and promote and market our content and officer, NDTV Networks, says the closed. Rao says the model would promoted videos. The search on the to engage with our audience.” internet is the next big frontier. “The be similar to that of AdSense, its site is also customised for India. Barjatya also speaks about an biggest opportunity in the next four- search advertising programme. Sakina Arsiwala, international upcoming series called Akbar Birbal five years is to take our content to the The company is also working out manager, YouTube, says that India is Remixed. The series will be launched Internet and the mobile.” other revenue generating options, an important market for the site as as three-minute episodes simultane- YouTube India has also partnered including in-video ads and banners. there is a strong interest in Indian ously on Rajshri.com and YouTube with the IITs to make instructional It has conducted a trial for revenue content worldwide. Also, digital India. video content available on the Net. sharing with regular users, which cameras and mobile phones with The Ministry of Tourism has Meant for engineering students, may be tried in India. video are becoming affordable. created an Incredible India channel there are currently 1,600 hours of [email protected]

22 The Brand Reporter, May 16-31, 2008


TELEVISION Learning to Win A high-voltage out of home activity generated craze and curiosity for the highly awaited game show featuring Shah Rukh Khan. By Surina Sayal

he much-awaited game show, Kya Aap like Mumbai, Delhi, Pune, Ahmedabad, Paanchvi Pass Se Tez Hain? (KAPPSTH?), Chandigarh and Indore. These read, “Magnets Thad not only traditional media like TV, stick to iron - Std V Science. Are you prepared for print and hoardings to promote it, but a high- India’s biggest game show?” intensity 15-day activation too was done prior to Other outdoor activities included branded the show's launch to lure the audience. buses in Mumbai and Delhi, branded rickshaws in Nine 'Paanchvi Pass Express' vans, designed by Candid Marketing, went around 25 cities across six states. The vans or floats had the KAPPSTH? branding and were designed in the form of a class- room. People were allowed to play KAPPSTH? games on board and could win a chance to witness the shoot of the show. The floats were taken across Mumbai, Delhi, Kolkata and Uttar Pradesh (Agra, Kanpur, Allahabad, Lucknow), Punjab (Chandigarh, Amritsar, Jallandhar and Ludhiana), Madhya Pradesh (Indore, Ujjain, Gwalior and Jabalpur), Rajasthan (Jaipur, Udaipur and Kota), Gujarat (Ahmedabad, Surat, Baroda and Rajkot) and Maharashtra (Pune, Aurangabad and Nagpur). It was flagged off in Mumbai by host and actor Shah Rukh Khan. Hindustan Times and Dainik Bhaskar promoted 'Panchvi Pass Express' in every city, informing people about its location and at what time it would appear. Prem Kamath, vice president, marketing & communications, STAR Plus says, “We fabricated a float that offered a glimpse of our show and its format to the consumer. Hence the float has the basic elements of the show such as the green board, school props and desk. Also the games played on the float are from the subjects taught from class 1 to 5, like History, Bus, auto and aggressive on ground promotions Geography, English, have not helped the ratings of the programme. and Mathematics.” Traffic signal brand- Not to be left behind, the stationery and art ing was also done, brand Camlin has also tied up with the show to where 800 signal posts launch co-branded compass boxes. were branded with [email protected] KAPPSTH? panels with traffic sensitive messages like ‘Always wear a hel- met. Yeh ek Paanchvi pass ko bhi pata hai’ or ‘Don’t drink and drive. Yeh ek Paanchvi pass ko bhi pata hai’ Big Bazaar activation saw KAPP- Agra, Amritsar, Lucknow and Kanpur. A flash mob STH? carry bags in 47 outlets across 21 cities. In activity was also done in Agra, Amritsar, Lucknow the Mumbai and Delhi outlets, staff was dressed in and Kanpur, where a cut out model of a school bus school uniforms to promote the KAPPSTH? mes- was carried around by people dressed in white sage. A purchase linked contest was also held at Big school uniforms. Bazaar. KAPPSTH? branded T-shirts were also Branding across Shoppers Stop cash counters distributed to stall owners, nimbu-paaniwalas was done in 20 stores in five cities, where innova- and pani-puriwalas. As a joint promotion with tive KAPPSTH? tags were put on, in house ice-cream chain, Baskin Robbins, a special apparel that read, “What is the temperature of a KAPPSTH? chocolate fudge brownie ice normal human body? Don’t know? Ask your cream with fudge brownie pieces and roasted Paanchvi Pass neighbour.” almonds, was introduced. Anyone buying a Another out of home branding that was done jumbo scoop or more of this flavour stood a consisted of numerous magnet cups that were chance to meet Shah Rukh Khan on the sets of placed on cars at high traffic points in key cities the show or participate as an audience member.

24 The Brand Reporter, May 16-31, 2008

GOGOL TELEVISION STAYING SINGLE Why are most Indians reluctant to get a second television set into the house? And what has this done to TV programming? 
 
investigates.

here is a story about the late film direc- abroad and spend a fortune on their children. But that credo seems to be dissuading households tor Ramanand Sagar, the man who when it comes to TV sets, they hesitate. from considering buying another TV set. Indian unleashed Ramayana on Indian TV dur- The IRS 2008 Round 1 report says that out of households seem to cherish the time spent togeth- ing the 1980s and kept millions glued to the 220.3 million households in the country, there er while watching television. Nikhil Rangnekar, theT only set in the house, every Sunday. In the are 99.6 million that own a TV set. Of them, a executive director, India - West, Starcom 1970s, Sagar while shooting for the movie, Charas, mere 2.6 million homes have two TV sets. Worldwide, believes that ‘another TV in the house in France, visited a home and saw the family These statistics are in stark contrast with the could kill family life’. He is probably echoing a watching TV together. That decided him. TV, he flourishing TV broadcast business, which today popular sentiment. figured, was the medium to reckon with in the boasts of 300-odd channels. While broadcasters are Working people in urban India, more so in met- future - with families gathered around the TV. developing an increasing variety of content, the ros, have very little time to spend with their As far as strategy is concerned, that is a simplis- Indian household simply does not have the dual families. The only time a family gets to see every tic way of looking at programming and audiences. TV sets to snack on this content. other member is at the dining table. And the Surprisingly, however, about 30 years later, the What stops a family from investing in a second watch-TV-while-dining culture is quite popular. typical Indian house is still a predominantly single- set? Also, with the single-set household dominat- Nina Elavia Jaipuria, vice president and general TV household. The economy has grown hugely; ing the landscape, how is programming affected? manager, Nick India (she was with Sony Indians are spending more on cars, bikes, mobiles, Entertainment Television for quite some time refrigerators and air conditioners. And on second TOGETHERNESS? CONTROL? before this), says that more and more joint families cars and second bikes in many cases. Mobiles are family that watches TV together stays togeth- have become nuclear families. Things could get changed frequently. They watch movies, travel Aer. Whether it is urban India or rural India, ‘worse’ if a second TV set is brought into the

28 The Brand Reporter, May16-31, 2008


from women during World Cup 2003, when ONE AND TWO “Single TV Extraa Innings, the Mandira Bedi-anchored pro- (What distinguishes single-TV from twin-TV homes) households are gramme was launched between matches. Today, Of all the Indian homes that have a TV set… the biggest deter- during the IPL matches, SET Max gets 40 per cent rent to innovative of its viewership from women. Where do niche channels figure in this scheme thinking.” of things? Since they cannot reach their target RAVINA RAJ KOHLI audience through another TV set, niche channels SUNDIAL CREATIVE opt for timing it right. Music channel MTV, which has the razor-sharp positioning of being a ‘youth house. She has refrained from buying another TV channel’ has understood this art very well. set for the same reason. For MTV, the morning time-band attracts the This value is deep-rooted in Indian culture, most number of eye-balls. As members of the media observers say. In other countries such as the family go about doing their work, the channel acts US (2.7 TV sets per home) it is a totally different as a visual radio. Ashish Patil, vice-president and scene. TV viewing is more of a solo activity. general manager (creative and content), MTV According to a recent Nielsen Research report, TV India, is glad that nobody watches daily-soaps in sets in the US outnumber people in the average the morning. “Nobody wants to watch ‘Bindu and household (2.8 TVs versus 2.5 members). There her bindis’ in the morning,” he jokes. Between 30 are many reasons why Indians prefer a single TV. and 40 per cent of the channel’s overall viewership One advantage Indian families see is that they comes in the morning. can keep track of what the children in the house The other sweet spot for MTV is weekends. are watching. Having two sets would mean a loss That’s when daily soap operas take a break. All big of control by the parent and undue freedom to the shows such as Roadies, a cult reality show, premiere child - something parents dread. According to the on weekends. “There is no loyalty on weekends latest New Generations TM survey (Cartoon Network’s patented kids’ lifestyle research), 76 per cent parents watch television with their kids. “There is no loy- Having a TV set in one’s room, in some cases, alty on weekends even raises suspicion in the minds of the family with other chan- members. Questions like ‘What is it that he/she nels and we wants to watch alone and can’t watch with the leverage that.” entire family?’ pop up. ASHISH PATIL WHAT SHOULD THEY WATCH? VP, MTV ingle TV-households have always been the Sbiggest deterrent for innovative thinking. with other channels and we leverage that,” Patil Because nobody is willing to go out there and sell says. Another time-band that works for this chan- 96.6 million something new, untried and untested, because nel is pre-primetime – just before the soaps air. there is too much money and reputation at stake,” MTV may have got it right but the reality is that ...less than 3 per cent have a second TV declares Ravina Raj Kohli, chairman and managing the second TV in Indian households is a luxury. director, Sundial Creative Media, a Mumbai-based production house. COST-BENEFIT ANALYSIS 2.6 million The one-set home has influenced the broad- owever inexpensive a 21 inch television set casting business in no small way. Channels are Hmight have become, a TV set is perceived as The double-TV household is more afflu- compelled to create programming that pervades a high-involvement purchase. Ajit Varghese, man- ent…* and appeals to the whole family, from the three- aging director, Maxus India, points out that a large The single-TV home will likely belong year-old to the 80-year-old cutting across the proportion of single TV households fall under the to SEC B2, C or D… 1  lowest common denominator of the house. MHI (monthly household income) of Rs 10,000, …while the two-TV home will proba- Jaipuria calls it the ‘all-inclusive’ approach clearly indicating that TV owning is still a high bly be from SEC A1, A2 or B1 where everybody in the family is targeted through cost economic need. programming. The popular saas-bahu sagas fall in It can be attributed to the middle class’ ‘anti- …has more family members… this category. And that’s why they take up the indulgence’ attitude. Varghese observes that typical Three of four single-TV homes will prime-time slot across major general entertain- Indian middle class households do not like to have between 3-6 family members… ment channels. “Programming heads are under indulge due to economic reasons or due to their 2 …whereas three out of four twin-TV tremendous pressure to ape what the other chan- upbringing. Most purchases are done with the homes will have at least 5 - and up to 15 members. nel is doing. They can’t afford to be different,” says money the chief wage earner brings in and it has to Kohli, adding, “If one takes the logo off the screen, suffice a basket of purchases for the household, …could be a joint family… it will be difficult to differentiate the channels.” including food and other durables. So the aim is to Two out of five single-TV homes will This routine breaks on account of a blockbuster satisfy the common needs of the household, which be a nuclear family without elders… movie or when India is playing a cricket match. could be a vehicle or a washing machine. …whereas one out of two twin-TV 3homes will be a joint family. New viewership too crops up. SET Max, for The cost of getting connected too holds them instance, witnessed the highest-ever viewership back. A cable connection could take away between …and will generally have at least two Rs 200-300 a month per connection, depending working members on the area one lives in. If it’s DTH, the subscriber One out of two single-TV homes will “Coffee shops spends at least Rs 3,000 in initial charges and then have one working family member… a monthly subscription that starts at Rs 250. 4  have become seri- …whereas two out of three twin-TV Most metros, from where the highest amount homes will have at least two working members. ous rivals to TV of television viewership comes, don’t offer houses channels for the which can accommodate more than one television Source: IRS 2008 Round 1 consumers’ time.” set. The only place where the TV can be placed is Note: Data relates to all households with a TV set, not only NINA JAIPURIA the social room or the drawing room, which offers C&S homes. Figures relate to both urban and rural India VP, NICK INDIA some space for the family to sit and watch. except in the case marked * where it is about urban India. SUSHIL KUMAR

The Brand Reporter, May 16-31, 2008 29
 Television set manufacturers have paid heed to older set that becomes the second set. The 21-inch Asia, Turner International India. this problem by launching high-end versions of TV is placed in the guest or servant’s room, while That explains why - whether it is History television such as flat TV, mountable TV, plasma the 29 inch goes into the drawing room. Channel, Discovery, Hungama or ESPN-STAR and LCD. But these are expensive, even for the Also, most people in India would rather Sports – the niche channels too sport a general upper class. exchange their old TV for a new one even if they entertainment look. Channels such as NDTV A TV set also competes with a host of other get just Rs 800 for it. Companies such as LG run Imagine also seem to have cracked the right for- things for the consumer’s attention. There are a exchange schemes round the year and perceive it mula. thousand reasons to splurge ranging from buying as a big market. Addressing the family in entirety and not just the best mobile phones to watching a movie in the the woman is the key. That’s why reality shows multiples. Malls have become entertainment des- FIGHTING FOR THE REMOTE have become so popular. “I consider targeting sin- tinations and they are no longer just shopping ontrary to what people might believe, chil- gle-TV households as a creative challenge. To arcades. Right from buying clothes to a game of Cdren don’t fight for the remote with the other address and entertain all members of a family, who shooting at the game zone to sampling a new members of the family, because the former watch may be different in age or outlook, is a feat,” says deodorant, the consumer is exposed to a variety of TV through the day and there is no such thing as Shailja Kejriwal, executive vice president, content, things. A movie once a month at a multiplex for a NDTV Imagine. There are other channels such as family of five could cost more than Rs 1,000. Food Discovery and Discovery Travel and Living for consumption has changed now with Pizza chains “Typical house- whom dual TV homes would strengthen more and the coffee shops offering a tempting diver- viewership. But that may be many years away. sion. holds do not like Premjeet Sodhi, vice president, Intellect, What about the entertainment factor? Even to indulge due to blames the measurement system and calls it a here, there are enough options - radio, mp3, the economic reasons major hindrance to the growth of dual TV homes iPod, gaming and even socialising, whether on the or upbringing.” rather than a catalyst in this change. The use of tel- internet or on ground. Even a mobile phone with AJIT VARGHESE evision ratings as the media currency, according to its ‘entertaining’ options is a more compelling buy MD, MAXUS him, promotes content that is more of eyeball- than a second TV. Youngsters are increasingly SUSHIL KUMAR gathering. “Content developers get paid on spending more time on social networking sites volume of eyeballs and not the quality of interac- such as Facebook and Orkut or on gaming sites prime-time for them. It is usually the morning tion. So there is no motivation for anybody to such as Zapak to kill boredom. “The idea is to time-band - when the pre-junior shows are aired - produce engaging content for individual audi- while away time and one can do that by catching and the afternoon band that get more eyeballs. ences,” he asserts. He wants the system changed. up with friends over coffee,” says Jaipuria, who Cartoon Network and Pogo feature family Many feel that the situation will change in a few believes that coffee shops have become serious movies to facilitate family viewing - movies such years with the advent of more DTH players, rivals to television channels for consumers’ time. as Harry Potter, Krrish and shows like Krishna, Bal affordable broadband services and as society So why would a consumer buy a second set? Hanuman, M.A.D garner co-viewing. And it becomes more individual-led. However, it looks The minority population which own two TV works. “The Harry Potter film series on POGO, like Indian households will stay single for some sets has not become so intentionally. According to for example, delivered higher ratings than all other time to come. Vivek Sharma, chief marketing officer, Philips TV channels,” says Monica Tata, vice president, [email protected] India, in dual TV households, it is the smaller and Advertising Sales and Networks, India and South

HAVELLS creative director, Lowe Delhi says, Communications. “We had a wonderful director of Vijay Narayan, vice president, photography (DOP) Amit Roy, of marketing and communication, Sarkar fame, which is why the ad Havells India, shares that the ES-50 Fan Following looks like something out of a energy-saving fan is a three-year-old Bollywood film.” He adds that they product and has been advertised !
"
 

  
 

 wanted to communicate this offering every year. However, it has gained of energy-saving fans in an entertain- exposure now, through the ad done 

 


 



ing manner since other players in this by Lowe. Talking about the product offer- he ad for Havells ES-50 fans ing, Narayan says, “We were the first shows an energetic, gyrating to launch energy- saving fans and are Tdancer called Bijili, who is the market leaders in this category. surrounded by a large group of peo- While regular fans consume 75-90W, ple shimmying away to the beats of a the ES-50 consumes only about 48- song. Suddenly, appearing fatigued, 50W, thus saving about 33 per cent of the girl stops and falls. The music electricity.” He is happy the way the slows down too. All the people ad has turned out and says it has been around her are worried and some “tastefully done”. from the crowd yell, ‘Koi Bijili ko “People have been expecting good bachao!’ A bouncer is seen telling ads from Havells now, after ads like someone, ‘On karo’. A hand flips a ‘Shock laga’ shock-proof switches, the switch on—the fan begins rotating ‘Ujjawal ati ujjawal’ CFL bulb ad, and and Bijili is soothed by the breeze. The brand’s agency, Lowe Delhi category talk of only numbers and others. In keeping with that fresh- She now smiles, gets up and the worked on the ad, which was pro- features. ness, such a clutter-breaking ad was tempo of the music speeds up. The duced by Red Ice Films and directed Rao claims that the ‘item number’ launched,” says Narayan. background score is of a number of by Gauri Shinde. idea was not inspired by Bollywood. Havells’ next campaign, which men yelling, ‘Oh Bijili bach gayi!’ The thumping music has been “It’s because of the youthful attitude will go on air in a month’s time, is a Once again, she gyrates and dances to created by composer Sameeruddin, of the company. It has an ‘I want to corporate one, again done by Lowe. the music. A male voiceover says, who has created music for films like do something different’ attitude. So, The company’s TG is age group 25 ‘Bijili ko bachata hai. Havells energy-sav- Bluffmaster and Yahaan. we came up with an idea that carried +, males and females. Havells’ ing fans.’ The ad ends with the The ad creatively uses the typical the youthful spirit of the company.” turnover last year was about Rs 1,600 product shot, a super that reads ‘33% name ‘Bijili’ for the dancer, which Lowe has been handling Havells crore; of this, about 16 per cent came Power Saving Guaranteed’ and the means electricity. About the look and for the past year - it was from fans. Havells logo. feel of the ad, Uday Shankar Rao, earlier handled by Oxygen [email protected]

30 The Brand Reporter, May 16-31, 2008




PEPSI VODAFONE A Helping Hand An Attitude 
 
 
 






  
  
   
By Devina Joshi  
  





 
By Sangeeta Tanwar ustomer Care. Words that customers. The exclusive stores are equated with pesky span 2,000 sq ft of space, situated in Ctele-callers at best; and well-frequented urban areas, while epsi is riding high on the On-ground activities are being car- zombie-like helpdesk executives at the mini-stores are spread out over ‘Youngistaan’ wave, which the ried out in a tie-up with Pizza Hut. worst. In any industry, this backend 100-200 sq ft. Pbrand unleashed through its Visitors to the 62 outlets of Pizza Hut function is as non-glamorous and Besides these stores, Vodafone first TVC, starring Shah Rukh Khan, can use Youngistaan Cards to avail thankless as it comes. So, it is quite also has thousands of employees Ranbir Kapoor and Deepika discounts on select products. a surprise to see a high-voltage working as part of the backend Padukone. Youngsters can also send interesting media campaign rollout by a major support team. These are now being The idea of Youngistaan is based SMSes on how they define telecom player in India, highlight- more regularly trained and on the belief that the youth has the Youngistaan; the name and message of ing this very service. groomed. Furthermore, 24-hour attitude to make all its dreams come winners will be displayed on TV Vodafone recently launched a self-service kiosks spread out in the true and nothing is impossible. In an screens at Pizza Hut. Similarly, campaign for its customer-care country offer recharge/payment attempt to cash in on the term, Pepsi youngsters can express their take on service, with television, print and options to savvy customers. These has already released a sequel to the what Youngistaan means to them by outdoor as its major touchpoints. are mainly situated around ATM first Youngistaan TVC. The second visiting the Youngistaan website on The advert machines. campaign, is set in a college their mobiles. showcased the In places canteen, with the theme, Red FM’s popular brand’s trade- where mini- ‘Chaho to sab kuch hai show, Chavanni Athanni, mark pug stores are aasaan’ (If you really is running a full 10- always ‘assist- scanty or want something, it’s minute slot in which ing’ his owner unavailable, not difficult). The listeners can call in and (a young girl), Vodafone has TVC is supported describe what in whichever unleashed with a comprehensive Youngistaan means to way he can. mobile vans, a 360-degree campaign, them. The ads (four relatively new encouraging the youth to Pepsi has also in a series) concept. Each indulge and experiment with branded several ended with the thought that van frequents around four areas in the spirit of “Yeh hai Youngistaan kiosks and kirana Vodafone Customer Care is always a city in a day (around 28 locations meri jaan.” shops in blue. Branded ‘Happy to Help’. in a week). These are available in The beverage giant has lined Pepsi buses and floats too According to Harit Nagpal, rural and urban areas. up exciting contests and activ- are being used to catch the chief marketing officer, Vodafone According to Nagpal, sub- ities, engaging youngsters youth’s eye. Besides this, India, this campaign is the first- scribers at different consumption across print, television, Youngistaan Cool Maal, ever instance of a customer-care cycles need help with services, radio, internet and on- under-the-crown promotions service being advertised in the tele- plans, charges and other constant ground activities. Sandeep offer consumers exciting com category in India. Why now? queries. “This calls for an environ- Singh Arora, executive vice-presi- prizes on the purchase of a 200 “Post the rebranding of Hutch into ment of enhanced customer care dent, marketing, PepsiCo India, ml or 300 ml Pepsi glass bottle. Vodafone in September 2007, our that is always willing and ready explains the idea behind the cam- The idea behind the campaign is infrastructure has fallen into to help,” Nagpal asserts, explaining paign, “Youngistaan, for the youth, is to establish the fact that nothing is place,” says Nagpal. In fact, he says, the need for the campaign. “This almost a currency. They are all fear- impossible for young India; every- this process has been on for several ad aims to urge customers to come lessly speaking their mind and thing is within their reach. years, and not just since the transi- to us.” displaying a bindaas attitude. We have By providing differentiated com- tion of the brand. Nagpal maintains that activities that capture various moods munication, the ultimate aim is to Today, Vodafone boasts of 3,000 Vodafone’s global lineage and tech- or expressions of today’s youth.” connect with the youth, building on stores (exclusive Vodafone stores in nology has simply helped speed Another attraction on TV is the expression of Yeh hai Youngistaan metros and mini-stores in small and enhance the customer-satisfac- Pepsi’s tie-up with MTV for ‘MTV meri jaan. towns and rural areas) providing tion process in India. Wassup the Voice of Youngistaan’. [email protected] services to existing and potential [email protected] Is there one magazine that exclusively caters to pregnant women and young mothers 

FOCUS TV PROFILE I RAMEET S ARORA I COLORS I The Instinctive Marketer  iacom18, the Viacom-Network 18 venture, that is all set to    Vlaunch its new Hindi GEC, NE TV is all set to roll out a Colors, in July, has roped in 32-year- old Rameet S Arora to spearhead its niche channel soon. marketing efforts. Arora moves from By Sangeeta Tanwar Leo Burnett where he was vice-presi- dent and director, corporate initiatives. ocus TV is a 24-hour women- What is an advertising man doing centric news channel. Holding in marketing? “I think I’m an instinc- Fforth on the purpose and need tive marketing guy and a passionate of an exclusive channel for women, advertising guy,” says Arora. Manoranjana Sinh, chairperson, NE Before taking up this assignment, TV Networks, says, “We have a Arora spent 12 years in Arms Bozell, strong presence in the North East Rediff and Leo Burnett. But the man through our 24 hours news channel who grew up in Delhi and studied in NETV, GEC NE Hi-Fi and our St Stephen’s College, had started off radio venture Ooolala.” by wanting to be an economist. How different can Focus TV be, At 19, while doing a dipstick survey considering the fact that GECs during the vacations, a friend dragged already offer women driven and Arora to Lintas where they had to get women centric content? Explains some questionnaires filled up. While Sinh, “Ours is a channel aimed at in college, Arora would frequently educated, hard working, empowered find himself doing such work in some women in the age group of 18 years agency or the other. That was when he and above.” first felt the charm for advertising. Focus TV will focus on news, After completing his course in eco- current affairs, chat shows and spe- nomics in 1996, he chose to join “a small nondescript agency” called Arms Communication (then known as Arms Bozell) for a year-and-a-half. Later, he moved to Mumbai to study MBA.

Between studies, he had a short GOGOL stint with McCann Erickson in the he attended the Hamburger planning department in Mumbai “Disruption University (McDonald’s worldwide before it shut down. After completing management training centre located in his course, he joined Rediff. Arora and differen- Illinois, USA) and topped the univer- worked on the launch of Airtel in sity and bagged the Tony Award. He Madhya Pradesh. “In those days Airtel tiation are became the only non-McDonald’s was just about everything that the tele- person to get one. com industry was made of. It’s where going to be But Arora’s tryst with McDonald’s Sinh: nurturing new talent I got the opportunity to cross over and started way before he actually worked see the bigger picture,” he says. the pillars of on the account. He shares a story. cial programmes touching upon He went on to work on a portfolio “When I was about 21, I stood in the issues concerning women.” of brands for about a year before mov- our strategy.” line to buy my first few burgers when The channel roped in any recog- ing to Leo Burnett (then known as the first McDonald’s restaurant nisable and famous faces to strike a Chaitra Leo Burnett) in 2000. “I was hungry for real opened in Delhi. Since I’d just been exposed to adver- chord with the target audience while brand thought and strategic experience. I met tising, I remember telling close friends of mine that talking about issues and rights or Aniruddh Banerjee at Leo Burnett who finished a one day I would work with McDonald’s. When I came emancipation of women? three-minute conversation by saying ‘kal se aa jana’.” It to Leo Burnett: I remember telling my boss: “I’m most “Well, given the nature of our was at Leo Burnett that Arora met his mentors, disappointed that McDonald’s is not on the roster, venture, no glamorous or known Banerjee, Arvind Sharma, Pops (KV Sridhar) and Chax because Leo Burnett is its global agency”. So it was lit- face would like to come on board or (KS Chakravarthy). He spent an eventful eight and a erally a dream that came true when I got to work on fit in with the image of our channel. half years here. McDonald’s. I don’t think anyone who has worked on I believe in identifying and nurtur- In 2001, Arora joined Hitachi, which was struggling McDonald’s has eaten more food from there than I ing new talent, so you will see new then. “What we forged with Hitachi was a partnership have.” and fresh faces on our channel.” that was almost intended to find business resurgence At Colors, Arora will head marketing and look after Sinh also shares that the content and it did. Six months into its relaunch it became the consumer and trade marketing, the launch, and craft- on channel will be all produced in- No 3 player in home ACs.” He learnt much from han- ing communication and the channel’s brand house and in the begining the dling brands. “I learnt about the power of integration philosophy. “Disruption and differentiation are going channel will have six to eight hours and media neutrality because I worked with clients to be key pillars of the channel’s strategy,” he says. of programming. The company is in with small spends that made them look really large.” Arora, is married and lives with his wife in Mumbai. the process of setting up a state of art Arora’s high point was working on McDonald’s. In He loves travelling, sport, reading and is a ‘foodie’. studio facility in Noida. 2005, while working on the account for Leo Burnett, [email protected] [email protected]

34 The Brand Reporter, May 16-31, 2008


 COLA WAR And The Battle Continues... 
 

Pepsi 
Coca-Cola 

 

 
  


 

 
 
 
By Neha Kalra

he Pepsi-Coca Cola spoof Padukone’s room, asking her for the wars are never short of enter- Pepsi. The tagline comes on, ‘Yeh hai Ttainment. PepsiCo’s Youngistaan meri jaan.’ Youngistaan concept was the begin- Coca-Cola’s brand, Sprite, which ning of this summer’s spoof saga. sports the tagline, ‘Seedhi Baat, No PepsiCo’s first Youngistaan ad fea- Bakwaas’, spoofed the ad. A Kapoor toh?” His girlfriend realises that he’s advertising. There’s a bigger war out tured actor Ranbir Kapoor trying to look-alike seeking entry into a girl’s referring to his thumb. Just as she is there. However, we don’t see spoofs climb up to the balcony of his girl- house, but being turned away by a about to walk away, two young boys on the competition’s creatives in friend, Deepika Padukone, for a Khan look-alike. While this is hap- step in, tease the patient by saying, those categories. Consumers take Pepsi (ostensibly) and crashing down pening, a young man comes up and “Kya Uncle! Kya ek bottle ke liye sab jagah these categories seriously and wear before Padukone’s irate brother, rings the doorbell. When Khan asks ghoomte rehte ho?” The other guy quips, their ‘rational’ hats while comparing. played by Shah Rukh Khan. him where he’s come from, he says “Pepsi piya karo, har jagah milti hai.” It’s not about which ad is clever - it’s Thinking quickly, he comes up he is a neighbour. Khan lets him in Says Hari Krishnan, vice president about which is a better deal,” says with the reply that he is an extrater- without a fuss. Then the punchline on the Pepsi business, JWT (the cre- Krishnan. For the cola companies, restrial being from Youngistaan, who appears, ‘Yeh hai Hindustan meri jaan’. ative agency for Pepsi and PepsiCo’s spoofs have no sales intention – it is has come to protect Padukone. Khan Pepsi was not going to keep quiet. snack brand, Frito Lay): “Some situ- only to make the brand stick in the lets him in. In the next scene, Kapoor It spoofed Thums Up with the ad ations lend themselves brilliantly to consumer’s mind. is shown comfortably ensconced in mocking the stunts by actor Akshay making a point about the old giving [email protected] Kumar. The Thums Up ad, shot in way to the young. Youngistaan taps It has almost become like a daily soap of cola companies. The gloves are off and the beverage giants are expected to fight it to the finish.

Malaysia, depicted Kumar with his these opportunities. I am sure, if we girlfriend, zipping through narrow look closer, we can have backstreets looking for a bottle of Youngistaan’s take on practically Thums Up. Unfortunately, the car every campaign on air.” crashes, and in the next scene, he is According to Coca-Cola, it is in hospital, heavily injured, but always on the lookout for opportuni- happy because his Thums Up is safe. ties to engage and excite consumers His girlfriend is miffed, however, and while doing so, to innovate and and leaves him in a huff. connect with the consumers. The spoof, which promotes the Krishnan talks about other categories Pepsi My Can, shows an injured that use the same technique. “It is look-alike of Kumar in hospital, common to see ruthless comparative sucking his thumb and saying to analysis of competing brands, espe- himself, “Agar tumhe kuchh ho jaata cially in telecom, durables and auto


AIRTEL The Shorter Route The telecom service provider is trying to bridge relationship gaps with lower call rates. By Surina Sayal

aking the lead in what could be the next R Madhavan. The campaign has par STD sirf Rs 1.50’. price war in the telecom industry, Bharti been conceptualised by Airtel’s agency, The second TVC too harps on the same theme. TAirtel has slashed STD and roaming tariffs, Rediffusion DY&R. The theme of the campaign The music has been composed by Amar to the benefit of its 62 million customers. revolves around a lovesick couple - the two are far Mangrulkar. The ads have been produced by Late last month, the company announced a from each other, but whisper sweet nothings and Footcandles Film, with Swadha Kulkarni as execu- reduction in STD rates to Rs 1.50 per minute from keep in touch over the phone. tive producer and Vinil Mathew as director. the earlier Rs. 2.65 per minute. Roaming charges Two mushy 40-second TVCs have been Ramanuj Shastry, chief creative officer, for incoming calls were cut to Re 1 a minute from launched on this theme. In the first one, Balan and Rediffusion DY&R says, “The whole point of Rs 1.75 a minute. Airtel is bringing people together, just like it was Sanjay Kapoor, president, mobile services, The lower call rates have shown in the last ad with the two little boys Bharti Airtel, shares that 70 per cent of STD cus- (‘Barriers break when people talk’). In this ad too, tomers in India use less than five minutes per been introduced keeping in we are building an emotional connect. The fact is month on STD calls and 80 per cent of mobile that India is an emotional country.” customers don’t use their phones while roaming. mind the young profes- Sharing the insight for the ads, he says, As a result, the company had a compelling cus- “Nowadays, working couples have learnt to live tomer proposition. “I am delighted that we are sionals who travel a lot. apart due to work commitments, and we have leading this endeavour, which strengthens our come to accept long-distance relationships,” This strategic plank of affordability. I am confident that Madhavan have a playful, romantic conversation was the approach used in the films. this will drive growth and usage in the Indian tele- over the phone, where Balan asks him to hang up, The team from Rediffusion that worked on the com industry,” states Kapoor. telling him that he has already called her eight campaign includes chief strategy officer, Arvind To communicate the tariff cut, Airtel has times. She counts to three, and then pauses. Just Mohan, national business head, Amitesh Rao, and launched a mass media campaign featuring its new then, they both say ‘hello’ simultaneously and start chief creative officers, Sagar Mahabaleshwarkar brand ambassador, Vidya Balan, alongside the chuckling. A male voiceover ends the TVC saying, and Ramanuj Shastry. company’s southern brand ambassador, ‘Kabhi pyaar ke beech dooriyan na aayen, isiliye Airtel [email protected]

HIMALAYAN Back to Nature The mineral water market is getting more competitive with this revived brand. By Savia Jane Pinto

he Tata Group has its first The commercial opens on a mineral water brand. frame of a boy and a girl walking in though not too drastically. The new been unleashed”, accord- TRecently, Tata Enterprise the countryside, when everything bottles retain the trademark pink ing to Shastry. The art took a 31.7 per cent stake in Mount around them returns to its natural colour that Himalayan is known for, work on the logo Everest Mineral Water Co and state. The shawl that the boy has but the packaging has five different was done by Akash became the single largest sharehold- around his neck returns to the sheep labels. Each label across the bottle has Das. er in the company. Now, Tata Tea that it once came from, the jute bag a copy that records the water’s life- Tata has also manages the water brand and has that the girl is carrying returns to cycle since it originated in the tied up with vari- come up with a TVC with the mes- the fields. All that has been Shivalik range of the Himalayas. ous other sage: Live Natural. processed in one way or the other “Since the bottle acts as a contact consumer touch The water brand, which claims return to their natural state. Finally, point with the consumer, we points. “We have to have been distributed only at fine the boy and the girl look like they thought of incorporating a conver- tied up with the Taj dining outlets and institutions earli- are part of an Adam and Eve play sation with the consumer so that he Group of Hotels er, is now entering the retail market. and they jump into clear water. knows a little more about the origin and Jet Airways,” Rediffusion DY&R is the creative “We have forgotten to live the of the water,” says Anisha Sarin of says Sangeeta agency for Himalayan. way God wanted to us to live,” says Rediffusion DY&R, who was Talwar, executive “The Live Natural thought aris- Shastry. The ad ends with a responsible for the copy on the director, market- es from a fact that we all know - that voiceover that says, “Go back to bottles. ing, Tata Tea. The nature knows what’s best for you,” nature with untouched, The shape and size of the bottle numerous Tata says Ramanuj Shastry, chief creative unprocessed pristine waters from and logo have all been designed by Tea distributors officer, Rediffusion DY&R, who the Himalayas that were for 20 years Rediffusion DY&R. The logo now will carry has worked on the campaign. “The gathering nature’s goodness for you. has a more liquid-like flow to it, Himalayan on world is going back now to all that Himalayan natural mineral water.” contrary to the very solid logo earli- their shelves. is natural, like organic food or The product has been repackaged. er. The new logo retains the pink in feedback@thebran- Yoga.” The logo has been changed too, it and looks as though a “brook has dreporter.com

38 The Brand Reporter, May 16-31, 2008

    

 

  Leukemia procession of toy cars conveying an Aair of solemnity. The tag line reads- Glamour Leap ‘Leukemia takes more children's lives than any other cancer.’ uma, the fashion athletic company is making a plunge Pinto the world of Hollywood. For starters, it is opening up a new office in Los Angeles. This office will focus on augmenting corporate partnerships for the brand as well as facilitating product interaction with music and film celebrities. Los Angeles was selected as But now it is focusing on more spe- Advertising Agency: Rethink the site for this new office as, apart The sports major cific projects to achieve salience with Communications from being home to Hollywood, it is a niche consumer groups. For Creative Directors: Chris highpoint of blitz and glamour in the is setting sights instance, last month Puma unveiled Staples, Ian Grais West Coast of USA. a new TV campaign, featuring Art Director: Stephane Lecoq Puma which has so far explored on Hollywood Scottish singer Paolo Nutini. Copywriter: Katie Ainsworth pretty straitjacketed routes in terms of Nutini’s single, ‘New Shoes’, is Photographer: Hans Sipma entertainment branding like in-film for its brand fare being used in Puma’s lifestyle cam- product placements, is gearing up to paign. This month, the company will

   the fact that a considerable chunk of customers cannot be begin promotional tie-ins with the film ‘Speed Racer’. reached through traditional media outlets. Entertainment This will include a signature shoe, product placement in Hansaplast Foot marketing today can be leveraged in several innovative the movie and worldwide in-store promotional campaigns. ways and Hollywood provides an ideal place to develop With the setting up of the new office, the company is Spray: Sock brand driven content and relationships. going all out to tap branding opportunities and entrench Puma’s association with celebrities is not a new brand- its presence in the West Coast. Several top rung officials sock hanging from the rear view ing formula. It has been working on design and from within the Puma brand and outside have also been Amirror of a car. A bottle of foot advertising projects with celebrities and socialites so far. appointed at the Los Angeles office. spray is placed at the right hand bottom of the picture to give the impression that fresh feet keeps the air fresh.

 

  Sky-High Branding Frill Trim

tarbucks, one of America’s largest Scoffee chains, is on a spree to restructer to eliminate unnecessary aspects of its business and focus on Advertising Agency: TBWA, more profitable tie ups. Following Austria close on the heels of its recent Creative Directors: Gerda Reichl - announcement of eliminating the Schebesta, Bernhard Grafl orean Air has found a fashionable L’Oréal, it presents a unique oppor- breakfast menu by the end of this Copywriter: Sarah Krobath Ksolution to boost its inflight duty tunity to reach both its male and year, Starbucks has now announced free sales-literally. It is partnering female clientele across one platform. that it will be reviewing it’s entertain-

   with L’Oréal Paris to launch a stellar The French brand plans to focus on ment business. The entertainment advertising campaign. Scheduled to its two latest skincare innovations for business will be more digiital centric Inlingua Language roll out next month it will be a three both sexes: Revitalift Double Lifting and music and books will month long campaign where inflight for women and Vita Lift Double be accorded Schools: Nose trolleys will be utilised to wheel Action for men, through this inflight greater atten- man with an unnatural nose and L’Oréal’s range of cosmetics and per- campaign. tion. Explaining Aeyebrows sitting in the company sonal care products. The sides of the According to L’Oréal’s consumer the logic of normal looking people. The tag trolleys will sport products global travel behind the line reads- Do you really know how advertising messages. Inflight sales retail managing restructuring, your English sounds to others? All Korean Air flights director, Marc company presi- on their key hold great Toulemonde, inflight dent, chairman and Korea–Japan and sales are a turnkey CEO, Howard Schultz, stated that all Korea–China routes, scope for solution for luxury units which are not related to the covering a total of 36 brands. Incidentally, core business are being downsized or destinations will be brands the advertising cam- closed. Conversely, the units which covered for this cam- paign for Revitalift are - or can be - aligned with the core paign. Approximately, 1.7 million Double Lifting and Vita Lift Double business are being retained and passengers are being targetted Action features Gong Li and Pierce improved upon. Starbucks is in the through the entire campaign. Brosnan respectively. Toulemonde process of handing over the day-to- This partnership is a win-win explains that the very fact that such day management of its Hear Music Advertising Agency: Kolle Rebbe proposition for both the brands. For high profile actors are part of the record label to the Concord Music Creative Directors: Ulrich Zunkeler Korean Air it marks the beginning of campaign will lend a fillip to the Group in Cleveland. It will also collab- Copywriter: Sascha Petersen inflight advertising initiatives to shopping experience of all passengers orate with both Apple and AT&T to Photographer: Image Refinery boost its successful inflight retail onboard Korean Air. incorporate Wi-Fi and other in-store programme, which brought in sales The airline is going to partner technology. of over $200 million last year. For with other brands as well.

40 The Brand Reporter, May 16-31, 2008

    

 

  Lifesize Conservative Check he Fourth China International hange can be liberating’ goes an TCartoon and Animation Festival Cold adage but on retrospect, (CICAF) was celebrated in the eastern sooner or later, the undercurrents of Chinese city of Hangzhou from April the past do surface in some form or 28 to May 3, amidst much fanfare. the other. A case in point is Russia’s This year’s edition of the annual festi- television industry. A country which val heralded many a pleasant surprise till two decades ago was governed by for the public. In fact for the first time a communist ideology is witnessing Another television channel the tickets of the opening ceremony that creative freedom does not come Kultura (Culture) TV has barred were sold to the public.The ceremony unchecked even today. Two Russian Yury Shevchuk, the front-man of one was complete with all the razzmatazz rock musicians namely Televizor and of Russia’s most famous rock-bands, characteristic of high profile events. Yury Shevchuk have been barred DDT on similar grounds. Shevchuk, Fireworks, music and live performanc- from performing on television. has staged many shows at public had participated in the March 3 es by both Chinese stars and Televizor was supposed to appear demonstrations. The consternation Dissent in St. Petersburg, which international music bands greeted the in a live show on the St. Petersburg of the channel’s editorial board probably is one of the biggest protest audience. This apart, even the scale 100TV channel on April 24. As per seems to have actually risen over this marches of recent times expressing of the event this year was greater news agency reports, the editorial association. Because although free of the public ire with existing political than in the preceding years. team of the 100TV channel were not vulgar overtures Borzykin’s songs systems. Shevchuk had also per- Institutions and enterprises from 17 too comfortable with Televizor’s have lambasted political and religious formed at a concert after the countries and regions had registered recent lyrics. Televizor defended orders. The band’s most recent mass-demonstration. Speaking dur- for the festival. The exhibition area himself against the charges stating album, Megamisanthrope, is a spoof on ing the protest, he had explained that provided a visual treat with more than that his music is one of the predeces- religion, war and materialism. rock music in Russia and St. 1,400 exhibition booths having cov- sors of Russian neo-romanticism and According to the channel’s editorial Petersburg represents freedom ered about 60,000 square metres. electronic funk. Incidentally, his board, Televisor’s latest songs clearly According to the North-West Approximately 500,000 people attend- songs are accompanied by a band led dorn a mantle of contempt towards Political News Agency, there is a by Mikhail Borzykin. Borzykin is an imperialism and criticise repressive standing order not to air any of active member of the opposition and authorities. Shevchuk’s songs.

 

  Disney Comeback A fresh alt Disney has reacquired the additional investments, the situation WDisney store chain in north could be salvaged in terms of eco- basket America from New Jersey-based kids nomic returns. clothing chain operator, Children’s Though specific financial terms nilever is putting Place Retail Stores. The stores which were not disclosed sources within U14 European food had taken up the management of the Children's Place have stated that it brands from Britain, Disney Stores in 2004 was finding it will cost the company around $50 France and Germany increasingly difficult to keep it as a million to exit the operations.Walt into a separate unit, profitable unit. Children’s Place said Disney will close around 98 Disney which will be managed that the Disney Stores recorded an Stores in the US and two in Canada. from Rotterdam, Netherlands. This is contrary to market speculation that the brands Children’s Place which are being transferred to the Rotterdam unit will eventually be sold ed this year which was an Retail Stores will out. Sources within Unilever have overwhelming increase from the stated that this move will provide spe- 430,000 attendees of last year. incur around $50 cialised management focus for these The CICAF is the only state-level brands and ultimately lead to more and international cartoon and anima- million to exit effective selling. Some of the British tion industrial festival, co-sponsored by brands which are being transferred the State Administration of Radio, Film operations are Marmite, Pot Noodle, Bovril and and Television (SARFT) and the the spicy Salami peperami. Termed Zhejiang Provincial Government. In operating loss of $92.1 million for To ensure a smooth transition in project ‘Chrysalis,’ this venture comes 2006, SARFT designated Hangzhou, the the financial quarter that ended terms of management, Children’s in the face of an ongoing overhaul capital of the Zhejiang Province, as the February 2, and $107.3 million for Place will provide transitional sup- that Unilever is undertaking in terms host city for the event. This was done the complete year. In fact Hoop port services to Disney for up to six of its products. in recognition of Hangzhou’s contribu- Retail Stores and Hoop Canada months. Since the last three years, the tion to the animation industry. The city (units of Children’s Place Retail After this is done, Hoop Retail Anglo-Dutch company has been trying has pioneered many initiatives. It has Stores) which actually ran the Disney stores will concentrate in getting its to streamline its portfolio by selling set up a national digital entertainment Store chain have filed for bankruptcy. finances back in shape. To start with minor brands which require more industry pilot area, a national software Moreover, according to Children’s it will be filing a plan of re-organisa- localised selling strategies to focus on industry base and other bases for the Place, going by the current scenario tion to effect a payout to its creditors its core brands. national cultural creation industry. it did not seem that even by pumping by the end of 2008. Compiled by Proyashi Barua

42 The Brand Reporter, May 16-31, 2008

 
 Mother Dairy Sony Mother Dairy has recently intro- Sony India has launched its new ‘DAV-DZ370’ BRAVIA Theatre System, which is designed to complement duced ‘Nutrifit’ a fermented milk the BRAVIA LCD TVs. A striking feature of the BRAVIA Theatre Systems is the BRAVIA Sync feature that drink in Delhi. Nutrifit is an exten- helps in integrating the system with a television set. The DAV-DZ370 also comes with Sony’s digital cine- sion of Mother Dairy’s probiotic ma auto-calibration technology, which aids in figuring out the best settings for a room, according to the range. Packed with nutritional position of the speakers. In addition, the digital media benefits, it helps boost immunity port makes the system compatible with portable levels in children and elderly peo- MP3 players, mobile phones, Bluetooth devices ple. It is available in two or Wi-Fi gadgets. This system has a dialogue flavours, mango and strawberry enhancer system, which helps in hearing and is priced at Rs 10 clearer dialogue while ducking the rest of the for a 100 ml bottle. soundtrack. Initially available in The DAV-DZ370 is available at Rs 17,990 in New Delhi and the Sony stores across the country. NCR region, it will soon be launched in Bombay Dyeing the rest of the Bombay Dyeing has introduced a range of eco friendly towels which are made country. from a blend of high quality cotton and natural fibres. Called the ‘Nature’s The product will be Bouquet’s’ these towels come in four varieties. This includes the bamboo available across all towels which are made from a blend of cotton and naturally antibacteral leading modern bamboo fibre. The bamboo towels are priced at Rs 1,099. The silk retail format stores towels in this range are priced at Rs 1,499. The soyacotton such as Spencer, towels made from earth components and soya fibre are Big Bazaar, Reliance also priced at Rs 1,499. Finally the Linen - cellulosic tow- Fresh and Big Apple as well as at els which are a rich blend of linen and cellulosic fibres, the exclusive Mother Dairy which can absorb and retain more water in comparison booths. with pure-cotton towels are priced at Rs 1,399.The Nature’s Bouquet range of towels are available at all Bombay Dyeing stores and leading retail outlets ECCO across the country. A premium footwear brand from Denmark, ECCO, has launched Toni&Guy Offroad, a collection of outdoor Toni&Guy, the haircare brand (introduced to India by Brushman) has launched Label.m in sandals for men as part of its India, which offers a range of professional hair styling solutions. Label.m allows the 2008 summer collection. The stylist to create limitless, personally prescribed haircare solutions split into com- ECCO Offroad sandals are manu- prehensive categories. For instance,for enhancing texture & movement, Label.m has factured with receptor technology. a Matt Paste and Shaper. For ensuring protection to hair and giving it volume and The upper part is made from a bounce, it has a Protein Spray and a Sea Salt Spray. For grip and styling it has a gel combination of nubuck leather and glue. Gentle cleansing shampoos and repairing conditioners are also included and TPU moulded medial and lat- within Label.m. Peppermint treatment, a conditioner containing pure peppermint to eral support frames which help stimulate the scalp and promote hair growth of existing hair follicles is another safeguard the highlight of this range. All these products have high quality formulations which har- ankles in any ness nature’s most powerfully effective ingredients through a special cold water terrain. extraction process. This helps in capturing the highest level of extracts for optimum results. The solutions are packaged in bottles ranging between 50 and 300 ml.

Mary Kay Mary Kay which claims to be America’s best selling brand in the combined category of skin care and colour cosmetics has recently introduced its PureWhite range Furthermore, the midsole is fused in India. Especially formulated for Indian skin types with a dual density phylon foot PureWhite has a full range of products, with patent bed for maximum comfort and pending complexes that deliver results in a synchro- cushioning. nised and multiaction manner. The range consists of a Available in a variety of hip and cleanser, mask, softener, essence, day lotion with sun- trendy colors, the ECCO Offroad screen and night cream. This range has been priced on collection is priced from the lower price end of the prestige category with a Rs 5,750 onwards at the ECCO great value for money equation. It is available at select Concept Shop in New Delhi as well retail chains and multi brand outlets. as all leading footwear stores.

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50 The Brand Reporter, May 16-31, 2008

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