Rs 40 THE 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(6)$35 866' read how organisations like CRY, the $0'$-,0,0&.$8(.$-0$0'$(9 Razzmatazz American Cancer Society and others (.+, < $0;$0 The article featuring the promo- have utilised the web and created (6)$35 866'$..4,*+654(5(48(' tional measures which the individual platforms for fundraising and other 6+417*+1766+(914.'!(241'7&6,10,0 IPL teams undertook, was quite initiatives. The best part I felt about $0;/$00(49,6+1762(4/,55,10,5241 interesting. Though I was aware that the writeup was that it stated exam- +,%,6(' 4,06('$0'27%.,5+('%; the branding for the event was large ples of how foreign NGOs are "4((-$06+$0'(-$410%(+$.)1) scale I did not know it was at this operating in this domain. It gave grand a scale! The article managed to readers a sense of what further can be $0;$0(6)$35 866'$6 (pictures et al) convey a sense of explored by Indian NGO’s. +!$6$0",0*+1/2.(:$9$.$ excitement and acquaint readers at Nandini Kashyap (4,$4-(6 $5&+,/#,+$4 one go with everything which went Mumbai (9(.+, behind IPL. For people who were Can Brands Move Up? 4,06('$6 $4$5))5(6 866' anticipating the onset of the matches, The article on the Kingfisher-Air $4$,0$0'7564,$.4($ but did not know much about the Deccan deal and its after-effects was The Homecoming +$5((9(.+, branding initiatives this article was informative and thought-provoking. It The Profile on Shiv Sethuraman is :&.75,8(',564,%76145,00',$ is true that in India brand upgrada- just what was needed. a must read for Indian youngsters 0',$11-175( 866' Smritilekha Mukherjee tion has its limits and is defined by the who are disillusioned with the current (9(.+, via email socio-cultural context. Whether prod- state of affairs in our country. It brings 7/%$, uct brands can really move up the out the fact that, career-wise, India is a 1.-$6$ image ladder like peoples’ brands is land of ample opportunities. Second Life frankly not a question that even the Naseem Khan $0*$.14( +(00$, The article which explores how most affluent brand manager can Mumbai social organisations and NGOs are answer with certainty. taking to the virtual route was a very Renuka Mahajan Cover Illustration good one. We are all reading every- New Delhi Gogol where about how technology is 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.