THE ECONOMIC TIMES NOVEMBER 02-08, 2016  WEST New Rules of Celebrity Endorsement Fear of a celebrity endorser going rogue giving you sleepless nights? Worried that the new government regulations will kill endorsements dead? Brand Equity has a few workarounds. By Ravi Balakrishnan and Amit Bapna n a simpler age, all it took to run a Amitabh turbing, Hitler’s on a permanent standby. Bachchan, The Messi Mess: La Pulga found himself in a court room successful campaign was to get a drama that put many brands in a spot of bother. Including Tata Provided you don’t foolishly mix up the two, severed ties who has MS Dhoni Motors which signed on the footballer in November 2015. popular celebrity and get him or rm Amrapali endorsed Maggi you should do just fine. with realty fi her to say something. Anything re- in the past, was after Twitter outrage over dragged into ally — no one was expecting Mark Captain Cool’s association Use a Global Celebrity its 2015 ‘Maggi with the company that A nthony’s speech at Caesar’s burial. is full of lead’ ‘What!’ We hear you say. ‘In this day of Pierce I hadn’t completed its There was no escaping for Nobody got anything close to that scandal. Brosnan not honouring his bond with Pan projects in Noida. Madhuri Dixit Nene either. We suspect this was an aspect not too her part in endorsing allegedlyfor Bahar! And Messi (who was Made of Great many people paid any attention to, leading to lead-full Maggi if his campaign for Tata Motors is to be be- hubris laden lines like “Yeh hum keh rahen lieved), proving that with great power some- hain” (from Amitabh for Nerolac). times comes great irresponsibility?’ Facts Well, how unrecognisably awful things that are admittedly hard to argue with. But have become! At least for the celebrities and at a time when local celebrities face fines or brands, that is. These days if the celebrity is jail time and when a two year embargo seems not making his grossly unpopular views pub- the best option for a dubious claim, who better lic, resulting in a direct impact on the brand, to choose than a foreign face, who probably he’s back pedal ling furiously from an uncool, won’t even come down to the country for the unpopular, possibly unhealthy product. Even shoot? And who, safely ensconced in the home if they back the brand all the way, any claims country, can laugh at our moratoriums and deemed outlandish could land sign other global or local contracts or traipse the celebrity in a world of over to Japan where foreign celebrities are hurt. The government is Maria Sharapova’s legion in advertising, and where no such ‘accidental doping’ scandal formulating rules to pun- in early 2016 put several A breakable bond: 007 restrictions appear to be in place. ish stars for misleading brands in a tizzy. The likes of aka Pierce Brosnan Actor Kajol was ads; recent reports sug- Nike stuck by her. While Tag said he was deceived by dragged into the Maggi Use a Celebrity Who Is Heuer refused to tag along Pan Bahar after the ad controversy too. She gest it’s contemplating a with the tennis super star. was panned. Spit shake? had nothing to do with Quiet Boring two year ban on celebrity I don’t think so. the brand at the time. No, that was not a typo! A big endorsements for those found guilty of Not my soup! problem with celebrities is their infractions. tendency to run their mouths off So, what’s a brand to do, besides lawyering on matters that are none of their damn busi- up and drawing even more impenetrable ness. At least this is the popular view on contracts? We put our thinking caps on Twitter and online comments sections and came up with a few suggestions, where hapless cricketers and actors are with a little help from a few friends in advised by legions of thugs with a remark- the industry. able lack of self awareness to “shut up”, “stick to acting” or “first score a century”. Use a Long Dead Celebrity All of these problems are solved by getting A big problem with every living breathing ce- Aishwarya Rai the sort of star who opens his mouth only for Bachchan and lebrity is they are only human. And therefore Kalyan Jewellers’ an outpouring of platitudes about “the boys just a few nights of hard partying and poor 2015 ad showing and the game”, or how much they respect the decisions away from a snafu that will have the actor lounging army, the government, the country, their under an umbrella people hating not just celeb but brand as well. held up by a “child- peers in the industry, and in fact, everyone Instead, how about choosing from the legions slave” was an in the whole wide world. of dead celebrities whose reputations remain example of culture- Snapdeal snapped ties with Aamir We’ve already had at least deaf advertising. Khan in 2015 after the actor found 2015 was a unchanged, no matter how much fresh evi- himself in an intolerant storm over his one of these, and he’s been turbulent time for dence is unearthed about them? Brand recog- comments on the death of tolerance in massively successful. , Nicole Kidman . The company, however, said it nition and alignment with values are a snap. for endorsing We are sure among the was just business. So, let the literary giants, scientists, philoso- Etihad Airways hordes of sportsmen, ac- phers, leaders and despots not have died in which was accused tors and politicians there of imposing vain and do your own bit to ensure they don’t Coca-Cola ditched bhai “abusive labor are a few gems of this sort who are waiting fade from public memory. And there’s such aka for a practices on its to be discovered and given a platform. Just a variety to choose from! If you want some- younger face for its macho female employees” don’t expect them to speak up or make the drink, Thums Up. Read: thing pious and elevating, go with Mahatma Conspiracy Theories first move. Gandhi. If you want something dark and dis- Continued on Pg 4 >>

al-Qaeda is the former’s extensive and effective use of the latest communication As The Signs On The Backs Of tools and social media to broadcast its propaganda and to fill its ranks. Consider the ISIS entrance test. Unlike the tough ISIS Averted! entry-barriers for al-Qaeda, all ISIS asks Trucks Say, ‘Tata Ok Please’. of its new recruits is a pledge of allegiance haring photos of cats, cars, and in 140 characters. Thus, in part, explain- WHAT DOES THE How Facebook, Twitter kebabs on Facebook, Twitter or ing its success in the years from 2013 to CONTROVERSY ByInvitation and Alphabet via its Instagram. No big deal, right? until recently in recruiting, and inspiring SIt is, however, a massive deal “lone-wolf” attacks. SURROUNDING think-tank Jigsaw are when the individual sharing The efficacy of ISIS’s media operations THE ABRUPT EXIT those photos is an Islamic State (ISIS) has been extensively covered and deeply OF ITS CHAIRMAN helping thwart the ISIS sympathiser or fighter spreading the studied by governments, organisations, terrorist group’s propaganda. Early ISIS and the press: “Why is ISIS winning the MEAN FOR TATA THE advance online content on social media from foreign social media war?”, “War goes viral”, BRAND? PUBLICIS’ fighters relocated to the “Caliphate” “Terror on Twitter: How ISIS is taking war By Delshad Irani wanted people to believe that ISIS oc- to social media”, “How ISIS conquered BOBBY PAWAR cupied territories are practically like social media”. The Islamic State’s media WEIGHS IN American suburbia, a Wisteria Lane from machinery has been called the “deadliest the TV show Desperate Housewives in media force” in the world and a “media Raqqa or Mosul. And just like how on conglomerate”. Twenty-fifth October Twenty the show the white picket fences and Yet, despite this in-depth understanding Sixteen is a landmark day in manicured lawns masked a rotten core there exists an element of astonishment Indian journalism. It’s the day so did ISIS’s early content. Along with cat at how ISIS has harnessed the power of when journos everywhere glee- pictures titled “mewjahid”, augmenting new media to perpetuate its myths. But fully unbuttoned their cardigans the group’s narrative of utopia were the fact that terrorists today know how of intelligent prose and let their videogame-like hyper-real videos to tweet and make “shareable” videos inner punsters come out and of ISIS fighters in battlefields. It shouldn’t shock us at all. play. As a result we, the readers, used drone footage and GoPro Alex Krasodomski-Jones, researcher were sucker punched by such because of the abrupt change in to create films that appealed at the UK-based think-tank Demos, gems as, ‘Mistry goes Tata bye leadership. to its target audience, mainly said at the recently held Edinburgh bye’, ‘Mistry ends, mystery be- Why is that? Simple. Tata is not disillusioned, marginalised International Television Festival dur- gins’, ‘It’s Tata for Mistry’ and just a conglomerate of compa- young men from beyond ing a panel discussion with a dubious so on. However, they might have nies, it is also a conglomerate of the borders of Iraq and title ‘The Islamic State: Media Channel missed this one, ‘The mystery of brands. Each one of it has its own Syria. of the Year?’: “Their (ISIS) approach has the Mistry Ta-ta goodbye’. (Isn’t relationship with its audience. One of the cru- changed as tech has changed. We ought that clever, he says, while wash- Cyrus Mistry and Ratan Tata in Each inspires its own brand of cial differences to think of these as more opportunis- ing his mouth with soap.) seemingly happier times trust. And that will only dissi- between ISIS/ tic moves than necessarily as strategic But it wasn’t all fun and games. pate if it shortchanges the peo- Daesh/ IS or ones. It shouldn’t come as a massive The text below all the puntastic were enshrined in Hollywood ple. If enough of them do that, the ISIL and its surprise that these guys know how headlines (another pun, sorry) blockbusters. One yet may.) Tata brand will take a hit. predeces- to use Twitter or Facebook. You think went from shock, to speculation, Mr Cyrus Mistry, for all the Oh and one more thing. There sors like about their origins, where they come to analysis. A few doomsayers good he possibly did, isn’t an icon. is something that is lost in the ca- from, many of them western fighters. pulled their drums out from the Could he have become one? We cophony of daily coverage of this is- They’ve grown up not just with digi- attic. And they started to pound will never know. What is very sue. The average consumer doesn’t tal skills but also a culture of being on the notion that the bazillion years likely is that Mr Mistry will just care. Imagine there was survey Facebook and Twitter. So it’s no great of trust reposed in the Tata name be alright. Let’s not forget, he that asked just one question: who leap to imagine you’d do the same could erode like a sandcastle in a built a successful business before is Chairman of Tata Sons? I ven- from Iraq or Syria.” slow motion dust storm. he was chosen to lead Tata Sons, ture, more than 75% of people will Saudi Arabia, for instance, is one Say whaaa? Has someone done and very likely he wil l do so again. offer up these answers. One: I don’t of the world’s most social media drunk the silly juice? Quality is rarely dented by one know. Two: Ratan Tata. literate countries (especially profi- Herewith the facts. Yes the im- knock, however hard it may be. The man is an icon, or as close as cient in Twitter) and is one of the top pact of a Chairman on a brand is As for the Tata brand, it is doing we have been to having one. And location sources of pro-ISIS chatter on great. But only when the leader pretty good, thank you very much. he has stepped in to steady the On Pg 4 social media. ISIS supporters’ behavior is an icon. When he, or she, is the I didn’t wake up this morning and ship. In closing I would just like to Bowling ISIS a Googly on social media is not out of the ordinary face, voice and soul of the brand. wonder if my Tata Tea would say, ‘Yipee-ya-yay, like palm trees Jigsaw (Alphabet) + Redirect Method: either. For instance, like users everywhere Not just to employees, sharehold- taste as good. Or that Tata Salt we sway, down in Coconut Uses Google’s Adwords targeting tools members of opposing terror groups like ers and corporate clients, but to wouldn’t be as salty. Nobody Bay, while the radio play, to redirect users to curated content. Jabhat al-Nusra, the Syrian branch of al- the masses who buy into it. has any sudden doubts about Don’t worry be happy.’ In 8weeks, 320,000 individuals Qaeda, and ISIS often indulge in Twitter Apple is still Steve Job’s compa- buying jewellery for their The author is managing watched over 500,000 minutes of banter over who has the better brand of ny, its consumers can still hear the loved ones from Tanishq. director and chief creative 116 videos that were selected to jihad. The former likes to pitch itself as a echo of his voice in its products. And I seriously doubt if any- officer at Publicis. Views refute ISIS’s recruiting themes like good more exclusive club and discerning group You can’t imagine Tesla without one who is considering a expressed are governance and military might versus ISIS’s mass brand of terror. Elon Musk. Or Facebook without Tata car is thinking personal. Continued on Pg 4 >> Mark Zuckerberg. (Two of them about doing a U-turn Bobby Pawar THE ECONOMIC TIMES NOVEMBER 02-08, 2016 2 “Pammi Aunty Samaan Nahi Bechegi” f you haven’t heard of Pammi Instagram, and Facebook. She is an ul- (yes, the one where the In a candid Aunty, you’re probably doing the tra accurate depiction of a middle-aged protagonist briefly turned into a fly). He chat with BE, internet wrong, say the TV chan- Punjabi woman who has an opinion on the has also featured in several ads - Idea cel- Lilly Singh has a huge net nels, newspapers, and magazines, goings on in the world. She can effortlessly lular, Pepsi IPL, Snapdeal, McDonald’s, worth. My YouTube net internet Ithat have been tracing the journey call you out on your pretentious football and many more. Yet, nothing (not even worth is nothing. In India, of this next-door lady whose only mania, your Pokemon hunting charades, comments about him being an SRK doppel- sensation KRA in life seems to be applying fuller’s your post-Navratri/Karva Chauth fast- gänger) got him the kind of attention that it doesn’t pay much. I have powder, wearing funky glasses, gossiping ing fuss, you name it. It’s what she says fiddling with Snapchat filters to make fun- about $204 and I haven’t Ssumier with her confidante Sarla Bhenji on the and the way she says it that has made her ny videos did. It was only when Snapchat phone, and bitching about her daughter- an internet sensation in a matter of four (now Snap Inc.) did away with the filter even bothered to ask Pasricha talks in-law who she (un)fondly refers to as months. She doesn’t shy away from al- of a blonde with rollers on her hair that YouTube for that money ‘MBA’ (In one of her videos she even ex- luding to Donald Trump’s Pasricha came up with the about his plan trapolates that MBA must expand to Maha hate-mongering (although When I idea of wearing a towel to cov- Ssumier Pasricha Badtameez Aurat in her bahu’s case). with everything he’s been started doing er his head, attaching velcro to harness Pammi Aunty was born on Snapchat in accused of lately, hate-mon- commercial hair curlers on top of it, don- Pammi Aunty’s May’16, and soon established a strong- gering seems to be a child’s videos, my fans ning fancy glasses, and apply- Dharma Productions,” he quips. He’s se- one of the most powerful brands of the hold of her gossipnama across YouTube, mischief in comparison); started trolling ing face pack for effect. lective now. “I do only one brand video a country (take a wild guess). brand value. or commenting on Delhi week, or two at the most. I don’t want the It’s also true that Pammi Aunty’s brand Police’s unscrupulous ways me. They said Becoming audience to get annoyed with me. Every promotion videos don’t get as many hits/ By Shephali of making money. I’m losing my ‘Auntypreneur’ time a brand approaches me, I think about likes/views as the regular gossip shorties. She now counts Bollywood essence. I It’s a no-brainer that brands how Pammi Aunty will get excited about “I have made that clear to brands. Their vi- Bhatt actors like Rishi Kapoor would be lying approach you when you be- this brand and relate it to her family and sion is placement and not 6 million views, among her biggest fans, and come popular. “They need daughter-in-law. I was approached by a they say. They’re not earning through that brands like iPhone among if I said it didn’t publicity and frankly, so condom brand which I refused to endorse. video; it’s an advertisement.” the bidders for her knack affect me do you.” But Pammi Aunty They asked if Pammi Aunty will endorse a That said, Pasricha admits Pammi Aunty of marrying gossip with has a loyal audience that pregnancy kit and I said yes. She can relate has a shelf life. “The day I feel it’s fading, branded content. Wait! She’s actually loves her for her unabated supply of gos- to that product.” I’ll start doing something else.” a ‘He’. Pammi Aunty is the brain- sip. “When I started doing commercial In Pammi Aunty’s rulebook, brand place- child of actor Ssumier Pasricha. videos, my fans started trolling me. They ments are done differently. If you have to Aunty-depressant Pasricha (36) has acted in movies said I’m losing my essence. I would be ly- appear on her profile - across media - you His family gets worried if he doesn’t do a like Hum Tum Shabana (2011), ing if I said it didn’t affect me. Especially have to be in her story. “Pammi Aunty video for four days straight. But Pasricha and famous Hindi GECs like because Pammi Aunty videos began as a samaan nahi bechegi. Wo information de is used to the uncertainty that stardom fun exercise. Never thought it would be sakti hai, bas.” and the entertainment world bring. “This another source of income. When I did my is not my first project. I’ve spent 15 years first brand endorsement, for a meagre Pammi Outside Punjab doing everything from theatre, music, amount, I felt guilty. Then my manager Even though global YouTube star Lilly ads, serials, and photography. I’ve been told me there’s no harm in doing what I’m Singh has made a fortune out of her largely through ups and downs, taken a sabbati- doing. I realised that as an actor I have ev- Punjabi content videos, one wonders how cal. I’m happy the industry has accepted ery right to do that. Actors can’t be owned widespread the reach of Pammi Aunty re- me. Most people don’t get in years what I’ve by anybody. Ultimately everybody wants ally is, given the limitations of language. got in four months.” to make money.” “I get messages from all parts of the coun- A few weeks ago, Pasricha got a text from Today, Pammi Aunty is just a lady who try - from Chennai to . I get a lady. “She told me her father had under- wants to capitalise on her brand value. But messages from Pakistan saying their gone a brain surgery. Because of your she will determine the rules of this capi- khala (maternal aunt) or aapa (elder sis- videos, he has started smiling. It’s work- talisation. ter) talks like Pammi Aunty. A German ing as a therapy,” she added. Yet another fan once told me he doesn’t get what I say, lady who had had a miscarriage, tells me Brands Beware - but he loves watching the videos because she laughs without guilt after watching Aunty Police Bulalegi his mother and grandmother talk like Pammi Aunty’s videos. Messages like Pammi Aunty did branded con- that. Punjabi has become a universal lan- these make you feel it doesn’t matter if tent for lesser-known regional guage. People may not get it entirely, but your brand valuation rises or tanks.” brands initially. “When you they get the sentiment.” A journalist once told Pasricha that he is start off, you do that. documenting ladies who are fast getting People do that in the Pasricha without Pammi extinct. The next generation won’t know film industry as well. Pammi Aunty has literally put Pasricha on how our daadis and naanis (maternal, Once you become a the map. He now features (as her) in a pri- paternal grandmas) used to talk, because hit, you do only metime comedy show on a leading Hindi everyone is so suffocatingly sophisticated. GEC (Comedy Nights Bachao, Colors), gets As someone who has seen kosher dispatch- invited to launch Huawei’s Honor 8 phone, es of Pammi Aunties from pre-partioned negotiates with the likes of iPhone to get Multan among her elders, I know how in- the best deal for endorsing the brand, and valuable this documentation is. PHOTO: BHARAT CHANDA BHARAT PHOTO: holds the power to refuse associating with [email protected]

Apple finally revealed its plan to ByInvitation conquer TV PATRIOTS, AWAKEN. PATRIOTIC APPEALS ARE Apple announced a new Apple TV Apps and TV UBIQUITOUS BUT ARE NOT ENOUGH app that brings shows and videos Last year, Tim Cook declared the into a central app. It’s simply called “future of television is apps,” a TO SWAY A CONSUMER, ARGUES “TV,” Apple CEO Tim Cook revealed. refrain that has been repeated by MARKETERS CALLING! The app ties together services Apple execs. But navigating sepa- GIRNARSOFT’S LK GUPTA from HBO to Showtime to CBS, and rate apps is a horrible way to watch Patriotism returned to our mar- based on their lineage, and the a consumer derives personally provides you with one place to find TV, and Apple seems to knows this. keting shores this year. After a other is an authoritative pitch to will invariably take precedence. new shows to watch and pick up Most people don’t want to navi- long time, we saw two prominent woo the proud Indian who des- If the product-price equation is where you left off. It’s also available gate 8,000 different Apple TV app for iPad and iPhone. In the “TV” app, menus and designs, each ostensibly Indian brands take patriotism perately needs the assurance decidedly better, a bike will do you’ll be able to browse by categor y tailored to the content that lives as the primary route to win over that his country is strong and well regardless of whether or and also look at “hand-curated” col- within them. Most people, don’t consumers. I don’t just mean self-reliant. not the user feels patriotic while lections by Apple’s editorial team. really want an Apple TV as it was a monthly theme on a social Is the Indian consumer buy- riding it. “TV” also has a store, which lets you initially conceived. media wall or some meaning- ing into this? The jury is still As we speak, there is a move- buy shows or movies, or sign-up for What’s much better is less CSR programme; I mean a out. Truth is, even without the ment to boycott Chinese-made premium services like Starz or Hulu. a universal search, full-blooded, chest-thumping nationalistic agenda, Patanjali idols, lights and firecrackers This fits into Apple’s new plan, browse, and sugges- nationalism as positioning for did rapidly expand an entire seg- during Diwali, and wholesalers which revolves around building tion mechanism that the brand – not wholly or in full ment that many are now scram- have claimed a drop in sales as an advanced T V guide rather than fetches you the right creating its own package. content - as fast as measure, but very substantial- bling to get a piece of. Bajaj on the per news reports. Now, that’s On Thursday, Apple also show- possible. ly. Bajaj V in the motorcycles other hand has previous claim to an immediate aftermath of the cased its “live” Apple TV abilities, There was one cave- category and Patanjali as a the nationalistic nostalgia with political situation and Diwali which use Siri to drop you into at, though: Netflix was multi-product FMCG brand are Hamara Bajaj , and is probably presents a short-term topical events like spor ts (by conspicuously absent creating waves as homegrown, the best placed to cash in with its backdrop for some chest beating. channel or by event from the demo. desi brands proudly wearing the patriotic pitch. It remains to be seen if Patanjali name). (Source: busi- badge of Indianness. Undoubtedly consumer prod- will break through to sustain- nessinsider.com) Before we go into differences ucts are known to create success able strong double-digit market between the two brands’ ap- by occupying a strong position- shares as a result of their “swa- Facebook is making Snapchat-like proach, it is worthwhile ex- ing niche, more so in FMCG desi for economic independence” amining why patriotism has categories that sell parity prod- campaign, but we do know that face masks for live video now regained relevance. To be fair, ucts. But for con- Bajaj V has made being “Indian” was never far sumers there’s LK GUPTA quick strides among Facebook is taking another page They of course look ver y similar from our consumers. But rather also the price-to- 150cc bikes, and is out of Snapchat’s playbook. to Snapchat’s Lenses, which have than wearing it on their sleeves, perceived value now second only to On Thursday the social network an- become a meaning ful source of rev- they showed it in their penchant equation to con- the segment leader, nounced selfie filters for live video, enue for the growing app through for favourable price-value equa- sider. Eventually Pulsar (source: which will initially be themed for sponsorship deals with companies Halloween. The new feature will be like Taco Bell. tions and by en-masse adopt- a consumer cares SIAM report, available in Facebook ’s iPhone app Facebook bought the app MSQRD ing aloo tikki burgers from about what the Jun’16). I’m pretty in the US, the UK, and New Zealand earlier this year to power its selfie McDonalds. Even as brand after product delivers. certain it’s more due and eventually come to Android. masks, and its head of product Chris international brand opened shop If a consumer is to the value sweet The new filters, which Facebook Cox recently said that the company post liberalisation, their Indian satisfied with a spot it created – it’s a is calling Live Masks, use aug- is “”very invested” in making the spirit was never questioned. BORA ANIRBAN `30 product from powerful bike priced mented realit y tech to turn you camera “a creative tool.” Brands that adapted to Indian a multinational The benefit just a shade above into things like a skull or pumpkin. (Source: businessinsider.com) consumers’ lifestyle and wallet the east, and the rise of pseudo- you can’t but notice the differ- brand, there’s good is invariably 125cc bikes – than its prospered (remember Hyundai, Hindutva credo and open let- ence in the tonality. Admittedly, probability that linked to what national pride induc- LG) and companies that tried to ters in social media from army Patanjali has hitherto posi- she won’t switch a product ing advertising. suppress the Indian palate suf- personnel closer home, nation- tioned itself on herbal heritage brands only to save does for the I do not have num- fered and learned (think Coca alism is palpably in the air. The with runaway success without her country (sorry, consumer bers on whether Cola and Thums Up). As India ripples, of which the epicentre is overtly invoking Bharat Mata. but it’s true), but a the middle-class became the darling of multina- politics, are felt in our day-to-day The nationalism twist has cheaper product and perhaps consumer zeitgeist tional companies looking for lives too. Indian consumption is come to the fore only recently. that works the later to what is one of nation- growth, an entire generation now Indianness in consump- Claiming that “videshi compani- same might sway it does for the alistic fervour of urban Indians grew up with tion. Or so the marketers believe, yan humaare desh ke liye bahut her. Yet, give her nation ruling everyday ready access to global brands who are tuning in to this latent khatarnaak hain” and accusing a product proposi- brand choice, but whilst keeping their cultural but definite undercurrent. them of “arthik loot”, Patanjali tion that’s remark- my guess is that ethos intact – Hindustani at Now, back to Patanjali and now exhorts consumers to help ably better, and she might even it’ll take a lot more than the heart, global by consumption! Bajaj V. Notably, both these India regain economic inde- pay `35 for it. The benefit propo- broad brush of ‘evil multina- What’s changed now? Well, the brands use desi ingredients at pendence by buying fully indig- sition is invariably linked first tional’ to move half a billion consumer psyche is not immune the core of their positioning. enous products (thus keeping to what the product does for the people to only shuddh swadesi. to radicalised thoughts coming Bajaj pitched its model V on profits from flowing out of the consumer and perhaps later to Meanwhile it’ll be a good idea at them from politicians, activ- metal (scrap metal, though) that country). On the other hand, what it does for the nation. to focus on communicating out- ists and media. There is increas- came from INS Vikrant, the fa- Bajaj V wants you to buy into The same goes for a motorcy- standing consumer benefits at ing pressure on you, me, every- mous Indian navy aircraft car- the “invincible metal” that is cle. There are numerous value the right price. May the best one to re-establish their identity rier. And Patanjali served up “solid and courageous” enough proposition parameters – price, proposition win! based on nation. In this age of herbal ingredients with Indian to take on any terrain. One is a fuel economy, ruggedness, com- The author is CMO, Brexit and Trump mania in the roots (pun fully intended) as the strident voice that negatively fort and male machismo. The GirnarSoft. Views expressed west, the Chinese ascendancy in basis for its goodness. However, portrays leading MNC brands real and perceived benefits that are personal. THE ECONOMIC TIMES NOVEMBER 02-08, 2016 3 How The Sale Not A Fleeting Affair This Played Out Indian consumers like to keep their taxi cabs and their cars separate. Something that’s sent Toyota Etios back to the drawing board. By Amit Bapna

onventional wisdom dictates Online & Off! selling more products equals more profits and translates into a happy company. But The three top players disrupted Cnot all the time. A classic case TV and Digital in two weeks is Etios, Toyota’s ‘made for Delhi based data driven marketing and measurement India’ brand launched in 2010 with much fi rm SilverPush on how e-commerce giants spent on TV, fanfare. Now, 6 years later, while Etios is YouTube and Facebook the second largest selling brand in the Japanese car-maker’s India portfolio 30% Prime 35% Weekend (Innova being the first), it is also one of the Time Increase Increase in most challenging. N Raja, director & senior in TV Spots TV Spots vice president (sales & marketing), Toyota V/S Non-Prime Time V/S Weekdays Kirloskar Motors says, “The initial book- 81% surge Dip in GEC airings 20% viewership in searches ings for the product were good but they for ecommerce loss for Amazon for e-comm waned away due to customer expectations players on YouTube players not being met well, for a host of reasons.” Regional and English Flipkart and Snapdeal compared to Today the challenge for Etios comes from channels encroach steal 20% of Amazon non-sale week a rather unusual predicament - its predom- on GEC’s shares during the sale inance in the fleet-segment. Currently over 60% of the Etios sales comes from fleet and that is at the cost of reduced preference amongst personal car buyers, THE E-COMMERCE a skew which Toyota has been trying to amidst all the hype GIANTS ON TELEVISION correct for a while. Towards this end, the and hoopla around the Snapdeal held almost 40.5%; Amazon held 33% of the makers have recently launched Platinum changing consumer Stills from Etios’ digital campaign share and Flipkart trailed with just 25% of share Etios as a family car, eager to lure a more car ownership behav- premium audience. iour and increased use of Uber/Ola, this In such a landscape, Toyota went back to the ride could still be bumpy. Says Arijit An obvious question is why this a big deal? segment of ‘not owning a car by choice’ is the drawing board with renewed focus on Ray, co-founder & managing partner, All the three brands launched a new creative cam- It boils down to the inchoate space of con- still a small percentage. Adds Delna Avari, product, design and imagery. The newly Paperboat Brandworks, “What the brand paigns. Unbox Zindagi - Snapdeal; Amazon - Tyohar sumer sentiment. The private car owner “For the most part, people do want to own launched product - Platinum Etios has needs more than anything is desirabil- Bade Dilwala; Flipkart - Itne Paise Me Itna Milega feels disadvantaged when driven around cars and do not view it as only a Point A to bold exterior changes including a new ity in the over-crowded family-space.” A in cars that are being sold as taxis, views Point B transportation solution but a per- front and rear bumper, front grille, fog few years back also, Etios had tried to re- N Raja. Research carried out by Toyota in sonal status symbol.” Thus, the exterior- lamp, enhanced cabin space, a large boot jig the imagery by getting Virat Kohli as India also corroborated the finding that the look is as much important as the nuts and and plush new interiors. In addition, a brand ambassador as well as launching most important challenge for Etios was to bolts of the machinery inside. host of safety features like ABS, dual front Etios Motor Racing, in a bid to appeal to break free of the taxi-image. Further demystifying the category, airbags for driver and passenger and child the younger audience. It did not work well Weekday - Weekend Share on TV Opines Delna Avari, management consul- Dhruv Chopra, chief marketing officer, seat locks complete the picture. since the design and feature combination While Snapdeal has a strong TV presence on all days of tant and former marketing head for Tata CarWale explains, “the `7 lakh to `9 lakh The imagery is being pushed out was just not competitive enough at that the week, overall ad spots for ecommerce on TV see a 35% Motors’ passenger vehicles division, “As segment that Etios operates in is a highly through an extensive brand campaign time, shares Ray who worked on Toyota increase on weekends as compared to weekday airing a category, while there is a very real need competitive and crowed. Brands like Honda that has TV, print, OOH and digital as closely in an earlier stint as CEO of Dentsu 3000 to supply large numbers to fleet which is a City, Maruti Ciaz and Hyundai Verna are key components. The TV campaign Communications. 2500 profitable (if managed well) and a repeat already ruling the roost in this range.” The brings back the remixed avatar of a 1980 After all, it is not for nothing has the 2000 business, what is equally real is that if the competition is not just from a narrowly de- Bollywood number ‘Jab koi baat bigad Indian consumer has earned the moniker 1500 company/brand is seen as fined segment but from SUVs, MUVs and jaaye’ (film ‘Jurm’) which in turn was re- of the toughest customer by most global 1000 good at fleet; somehow it premium hatchbacks. A large chunk of hashed from another old English number auto brands. He wants a combination of

No. of Ad Spots on TV Spots Ad of No. 500 is not perceived as aspira- upgraders from the hatchback segment are ‘500 Miles’ and shows the sedan traips- functionality, strong design aesthetics and 0 tional.” The other reality moving to Mini SUVs, skipping the entry ing through diverse terrains in different bells and whistles all in one, and yes at a MON TUES WED THUR FRI SAT SUN of the car-category is that level sedan all together. parts of the country. Realising that more great price too. And a car that’s popular – AMAZON FLIPKART SNAPDEAL than 90% of car buyers now go online to since fretting about spare parts is a major TV-Heavy Snapdeal has a strong weekday presence in this two “Personal customers feel disadvantaged research their next car, and 3/4th (75%) of concern area – but not so popular that its week period. On weekends, both Flipkart and Amazon increase when being driven around in cars that are these use their mobile phones to research, ubiquitous. Matching these diverse expec- their ad activity on TV leading to an approximate 5%-8% gain of being sold as taxis” the brand has also created campaigns for tations is a tall order. The race is now on to TV-share on weekends compared to weekdays as shown below the social media to highlight product and see who reaches the Platinum Etios first: N Raja, director & senior vice president (sales & feature awareness. the consumer or fleet owners. 30.64% 23.14% 46.21% 38.38% 28.39% 33.23% amit.bapna AMAZON FLIPKART SNAPDEAL AMAZON FLIPKART SNAPDEAL marketing), Toyota Kirloskar Motors With all the hard-work and investments, @timesgroup.com

WEEKDAY WEEKEND Of Shorter Cuts SHARE SHARE

Regional and Movies > GEC and Creativity Regional channels have a signifi cant presence Brand Equity spoke to Mudit Movies, both English and Hindi, are important for e-commerce brands Seth, co-founder and CMO at SilverPush for a deeper Other 2.28% Amazon: Regional 15% Snapdeal: Youth 5.72% Besides airing 15% of their ads Movies 37% insight into how the rivalry Infotainment on regional channels, English Movie channels 7.10% Movies and Sports are next take the lead in between leading Indian INDUSTRY Sports 7.39% in importance for Amazon terms of e-commerce firms played out GENRE MIX Music 8.01% Snapdeal ad Flipkart: English 32% Regional spots followed across TV and online 10.64% English Entertainment and Movies by regional Hindi 25.20% together air maximum of Flipkart’s and then How different were the strategies this year from English 33.66% ads. Music and Youth come next entertainment previous ones? They were a lot of shorter edits that didn’t hap- E-COMMERCE GIANTS TAKE SOCIAL pen last year. They come at a lesser cost and PLATFORMS BY STORM give you more spots with multiple channels. Changing the game on YouTube Regional and niche channels played an impor- Pre-sale campaign tremendously strong for Amazon tant role. Earlier it was only used by FMCG for particular products. But here, even for sale pro- Snapdeal and Flipkart elevate their YouTube campaign motion, they bought those spots. On digital, it once the sale period started moved from the Google and the display side to VIEWS PRE-SALE PERIOD VIEWS DURING SALE PERIOD native ads on social media platforms. 3,10,81,182 0 8,06,082 1,40,25,521 20,92,523 22,14,464 AMAZON FLIPKART SNAPDEAL AMAZON FLIPKART SNAPDEAL In your opinion, at such a cluttered time what should the approach be? Most Socially Engaged Creative plays a very important role in break- Social engagements on Facebook (likes, shares, comments, etc.) ing clutter both in terms of story and edits. during pre-sale period suggest that Flipkart bet heavily on digital Another important factor is synching digital with almost 60% of Facebook compared to its rivals with TV to measure the reactions to TV spots The during sale share for Flipkart was even better! in real time. 35.80% 27.18% AMAZON AMAZON Who do you believe got the maximum bang for the buck? PRE-SALE DURING 59.45% SALE 69.01% I think in number of orders, Amazon had the PERIOD FLIPKART PERIOD FLIPKART highest. But the average cart value was higher 4.75% 3.81% SNAPDEAL SNAPDEAL for Flipkart. We have been speaking to these brands and each has their specialty: when it 3 Brands, 3 Platforms : Facebook, YouTube, Twitter comes to electronics and handsets, people trust Flipkart maintains its lead on Facebook before and during the Flipkart. For home, decorative items and appar- sale period, while Amazon has a balanced and strong digital el and in terms of client servicing and product campaign going throughout delivery, they trust Amazon more. The brands themselves know what genre and category they PRE-SALE PERIOD DURING SALE PERIOD need to claim. Next year, it will be a lot more fo- Twitter cused. YouTube Facebook There’s a POV that suggests instead of big budget splurges, consumer data could deliver tailored of- AMAZON FLIPKART SNAPDEAL fers. Your thoughts on this? Should it be one, or the Brand Recall Trends other, or both? Google Searches for the brands shows Amazon and Flipkart It definitely has to be a combination. But if you to be almost at par. Snapdeal has retained searches want a consumer to stick with you, you have to Post-Sale due to its new online sale show what they like and what they’ve browsed Industry TV activity and Searches seem to be in sync through previously. A lot of technologies help ecomm guys understand what the consumer is 240 8k 166m doing outside of the genre. 200 7k 145m 160 6k 124m 5k 104m What sort of a role do you see print playing? 120 4k 83m Snapdeal saved up for the festive season 80 3k 62m through the year. There are surges in traffic Searches in Millions Searches Industry TV Spots Industry 40 2k 41m Searches Industry 0 1k 21m and conversation during the morning hours. PRE DURING POST 0 0 SALE SALE SALE The full page ads generate sales through the day WEEK WEEK WEEK MON TUES WED THUR FRI SAT SUN but smaller ads work better in the morning. ravi.balakrishnan AMAZON FLIPKART SNAPDEAL INDUSTRY TV SPOTS INDUSTRY SEARCHES GAJJAR BHAVIN INFOGRAPHIC: @timesgroup.com THE ECONOMIC TIMES NOVEMBER 02-08, 2016 4

ByInvitation Continued from Page 1 >> ALWAYS ON. ISIS Averted SELDOM ON TARGET

THE BIG IDEA HAS DISAPPEARED. AND ALL EVIDENCE POINTS TO THE CULPRIT BEING DIGITAL AND SOCIAL DRIVEN THINKING SAYS BBH’S ARVIND KRISHNAN

At a recent social gathering, strategy right into the heart of where many of those present brands. (are, or) were strategists at lead- So how can we bring back the ing ad shops, we began talking perfect marriage of logic and about the lack of big, moving magic to drive brand success? I ideas that have hit the screens believe this will be come about off late. by recommitting to the basics of And this is not the first time marketing and brand building. that one is hearing this. It is Don’t let the social tail wag an oft-repeated theme now in the marketing dog. We need to casual ad related, lager fuelled understand what people pay at- Some of the videos Redirect Method serves up conversations across the world. tention to and create work com- Social platforms have played a piv- Where are the Keep Walkings? pelling enough to warrant their otal role in ISIS’s media strategy. A Bowling ISIS A Googly The Just Do Its? The after-hour attention and action. Start with part Facebook, Twitter and its ilk Jigsaw, a think tank that’s part of Alphabet, Google’s athletes of the world? real world commercial objec- want no more of. parent company, has developed an ingenious way What can explain this disap- tives and build the marketing A Facebook spokesperson tells to thwart the Islamic State’s recruitment efforts. The pearance of big, moving ideas and communication strategy us, “We want people to feel safe Redirect Method uses Adwords targeting tools and cu- that put a stake in the ground ground up. when using Facebook, and for for brands? Is the art of strategy The temptation to latch on to that reason, we’ve developed a rated YouTube videos uploaded by people - citizen tes- dead? something very current and set of Community Standards timonials, videos of ISIS-defectors, on-ground reports, Strangely enough, the rise highly visible is real. But we which make it clear there is no talks by moderate clerics and religious debates – from and rise of digital and social need to ask ourselves, does this place for terrorists or content all around the world to confront online radicalisation. A thinking has coincided with the have relevance beyond 5-10 days that promotes terrorism on person familiar with Jigsaw’s work says, “ The Redirect slump and struggle for depth, of social noise? Does this need Facebook.” Facebook, accused Method is not really counter-messaging. The advan- meaning and feeling in brand to have relevance beyond 5-10 of being lax in the tage of the methodology is that it uses thinking. days? Is this fundamentally a past, relies heavily Occupied by the targeted advertising in order to serve Well, at the cost of rubbing brand idea or is this another at- on its 1.7 billion users struggle to simply people who are searching for ISIS con- some social pundits the wrong tempt at virality? Will this move to report radical and stay online, ISIS tent with answers and information that way I think this isn’t a mere people? How will this drive pref- violent content on the has been failing to addresses their questions. It isn’t pro- coincidence but is probably a erence or transaction? platform. A commu- launch successful viding a counter-narrative, it provides cause and effect. You think this is old school nity that is “very good people with more information about the Data and instant feedback are and old world? Think again. at letting us know social media like crack. They have become Think Under Amour, Think when something is campaigns Caliphate or ISIS’s military prowess that an addiction for many people in Old Spice, Think Geico, Think not right.” It’s aided by happens to debunk the group’s mythol- ANIRBAN BORA ANIRBAN the business of brands and the Google Chrome. All of these are global teams that review these ogy and propaganda. That approach is different from anticipation of data has clouded examples of great brands built reports 24/7 in dozens of lan- those groups that are trying to create a positive, alter- the way we evaluate and shape with a strong story at the heart. guages; “We prioritise reports native message that directly rejects ISIS’s narrative.” ideas. A lot of these data points listed entries (worthy of being the most powerful weapon mar- Of course, every digital tool at related to terrorism, and we During the 8 week-long pilot earlier this year, 320,000 are vanity metrics that have lit- awarded, apparently) at the keters have. This arrow gets hand was used to disseminate have dedicated teams that work individuals watched over half a million minutes of the tle or no real world impact. (real much-famed Cannes Lions will sharper with data and disci- these powerful stories and in to stop the spread of terrorist 116 videos that were selected to refute ISIS’s recruiting world impact = someone paying give you a sense of what I am pline in execution. We’ve got to some cases, even shaped them. content.” themes like good governance and military might. for your product). talking about. Apps to rescue recognise the fundamental way Most importantly, they were Between February 2016 and It’s no holiday in Sharm el Sheikh! In planning for instant fame, refugees, cows with cellphones in which digital clutter is affect- more than just a headline or a August 2016 Twitter suspended constant conversation, real helping reduce traffic conges- ing our ability to be objective one off experiment. They were 235,000 accounts for violating time responses, likes and views, tion, batteries charged by ham- and effective marketers. built on something fundamen- its policies related to promo- we’ve begun to prioritise the sters…the list goes from the ri- The rulebook on the tal. We need to focus on con- tion of terrorism, bringing the launch successful hashtag cam- So long as their message is being super short term over lasting diculous to the sublime. And if interplay of digital sumer behavior, beliefs and overall number of suspensions paigns like it used to, accord- put out there and they have con- business success. We’re putting you look hard enough, you can and social with big triggers and put the power to 360,000 since mid-2015. Daily ing to Mina Al-Lami, jihadist tact with people around the world tactics over strategy. see the invisible hand of social brand thinking is of big brand thinking right suspensions are up over 80% media expert BBC Monitoring; who support them and potential- The ever present influence of dig- literature induced frenzy to be still being written. at the centre of our cam- since last year. Twitter has ex- “Telegram (though it was a ly think about venturing to Syria ital and social literature has per- famous for 5 days. But there is a press- paigns again. panded monitoring teams, and stable platform for ISIS in the re- or Iraq then that suits them. And meated our thinking and is mak- Yes, we live in a digital world, ing need for us to The author is MD, BBH. their tools and language capabil- cent past) has started to mirror it also suits Twitter or Facebook.” ing us choose ideas that resemble but what moves us as people step back and look at Views expressed are per- ities. ISIS traffic on the platform Twitter in terms of suspensions. He believes we can’t “win” the sound bites (what’s the press re- hasn’t changed in a million the larger picture, the sonal. has fallen by 45% in the last two YouTube has for a long time now digital battle; “Take a parallel to lease? what’s the headline? etc.) years. Not from the time we slightly longer years, according to The Sawab been very unfriendly and hos- any other nasty content online. over ideas that can move a gen- gathered around a fire to hear term and put Centre, a multinational online tile for IS propaganda and are It’s out there. If you want to find eration. We’re picking gimmicks a story. And storytelling is still the power of messaging and engagement pro- very proactive in taking down it you’ll find it no matter the best over gems. The need to be ‘Always gram launched by the US and material.” attempts of Facebook or Twitter, on’, the need to build an audience Don’t let the social tail wag the the United Arab Emirates. However, as Krasodomski-Jones who, by the way, are much more online and talk to them 5 times a The online clampdown on ISIS points out, suspension is no solu- interested in removing the con- day, everyday, is making brands marketing dog. Start with real accounts has disrupted its me- tion; “If they’re under pressure tent from their platform for their ordinary. We’re letting familiar- commercial objectives and build dia operations, and occupied on Twitter they don’t particularly shareholders and not the Internet ity breed contempt. the marketing and communica- Arvind Krishnan by the struggle to simply stay care if they’re shunted off Twitter more broadly.” One look at some of the short- tion strategy ground up online, ISIS has been failing to they’ll move to somewhere else. [email protected]

A little-known Continued from Page 1 >> Few brand endorsement his training regimen to his re- brand New Rules Of... deals made as much sense as cent vocal support for Pakistani endorsed by Salman Khan and Thums Up. actors in Bollywood. The most Justin Discover the Joys Of Even if the ultra-macho star popular proverb in Japan is Being Inhuman. Or Non Human. was getting on in the years, supposed to be ‘ The nail that Timberlake is What’s the difference between a pug and Aamir he is still a huge draw at the sticks out gets hammered becoming a Khan? Trick question! It is none of the millions of box office and has an enviable down.’ Guess what happens to things you thought about (and not even the hundred legion of fans and support- the neck that sticks out in India? threat to Coke odd similarities). The right answer: you will literally ers. His departure led to some Bhai, Bye Also see Aamir Khan who’s Dil and Pepsi never hear a pug go on about the rising climate of in- copious theorising from the Ki Deal with Snapdeal abruptly tolerance in the country. And if you do hear such a well-reasoned to outright tin- ran out of heart last year. As thing from a pug, what the pooch is saying frankly foil hat wearing nonsense. We Sridhar puts it, “Normally, such ought to be the least of your concerns. Make an even bring you some of the best (and remarks should not affect better friend of man’s best friends by giving them the most entertaining) we’ve outcomes. But now indiscrete leading roles in ads. heard: comments are ripped since so- Maybe in Zoozoo, the Zoozoos are making incendi- The ‘Salman Got Too Pricey’ ciety is so divided.” ary statements that would leave Donald Trump blush- The Non-Conspiracy ing. Good luck figuring out what they are saying, Theory: With multiple hits Theory: This one sticks faith- though. Non-human mas- over the years, Khan felt he Why did Salman cots spewing out indecipher- You will liter- commanded a high premium as fully to the company line. As able garbage is so much sa fer ally never hear an endorser, goes this theory. Khan and Thums Ramanuj Shastry, founder and and better than a boring old Coke was not enthusiastic con- Up part ways? Here director of Infectious points Dr Pepper Snapple Group is in a pug go on person with thoughts, ideas out, “Salman while a great talks to buy Bai Brands, one of about the rising sidering the 50 year old actor are a few theo- and the desire to express star no longer makes sense the fastest-growing flavored- climate of intol- has, realistically speaking, not ries, plausible and water companies in the US, at them. Also, a lot cheaper. erance in the too many years left as action for a brand that must remain a valuation of more than $1.5 implausible country. And star. His last contract which relevant and has to constantly billion, according to Reuters. Get Bond or Batman began in 2012 lasted four Ravi Balakrishnan reinvent itself for a younger The deal could turn Bai into a To Sell if you do hear years and the brand figured audience. He is just a repeti- huge threat against Coca-Cola Why bother hiring Brosnan such a thing its money was better spent on tion of his own self – in the and Pepsi, which have seen if you can get Bond? Why from a pug, a star who had youth on his past 5 years Salman has been soda sales plunge over the choose between Affleck, last decade as people opt for what the pooch the same Bhai.” On the other Bale, Keaton or (gasp!) West side and didn’t come with as healthier drinks. While soda is saying frankly hefty a price tag. The theory hand, he believes stars like sales have been plummeting, if it’s Batman you are look- is debunked by K V Sridhar aka (Khan’s replace- Bai’s sales have soared. ing for? Create associations ought to be the Bai generated $120 million in with characters rather than least of your Pops who headed creative at ment) and have re- sales in 2015, and this year people. As Ogilvy’s executive concerns Leo Burnett at the time Khan mained modern and relevant it’s on track to reach $300 creative director, Neville returned to the brand. He says, with their wit and their social million, the company says. Bai Shah puts it, “There’s no fear of a lawsuit, endorser “Only a small brand suffers presence and now appear big- could grow even faster with backing out and the rest.” from celebrity endorsements. ger than their body of work. the help of its new spokesman, Not the guys who spend 10% The Driver Did It Theory: Justin Timberlake who joins See If Politicians Are Up For the Bai team as an investor on the celebrity and `100 crore The most popular proverb in Japan is supposed And finally, the tinfoil hat wear- and its first chief flavor officer, Endorsements on media. The stars deliver tre- ing nonsense we spoke of. Coke And we are not talking about the sudden hijacking to be the nail that sticks out gets hammered the company announced last mendous value.” as some industry wags put it, of a leader and his vision to sell a brand. There are week . He will also star as the The Loose Lips Sink down. Guess what happens to the neck that was not sure if it was the star face of the brand in a $100 probably strictures of some sort against this, but our sticks out in India? million marketing campaign politicians and our ad men have proven adept at find- Endorsements Theory: or his infamous driver showing that Bai is launching next year, ing loopholes in well-intentioned but restrictive laws. Salman Khan’s association with in a hit and run case. And while to stick his neck out and make up and decided to drop him, the company’s founder and Shah recommends, “They know how to use the law to Thums Up ended in the early there have been no scandals of controversial remarks on a wide just to be on the safe side. CEO, Ben Weiss, told Business save themselves if caught and so chances of getting 2000s following close on the that size ever since, Coke has swathe of subjects — from an in- [email protected] Insider. stuck in a controversy are almost non-existent.” heels of his alleged involvement had to deal with a star not afraid appropriate comparison about (Source: businessinsider.com) [email protected]

Regn.No.MAHENG/2002/6711Volume 15 Issue No. 44 Published for the Proprietors, Bennett Coleman & Company Ltd. by R. Krishnamurthy at Building, Dr. D.N.Road, 400 001Tel. No. (022) 6635 3535, 2273 3535, Fax- (022)-2273 1144 and printed by him at (1) The Times of India Suburban Press, Akurli Road, Western Express Highway, Kandivili (E), Mumbai 400 101. Tel. No. (022) 28872324, 28872930, Fax- (022) 28874230 (2) The Times of India Print City, Plot No. 4, T.T.C. Industrial Area, Thane Belapur Road, Airoli, Navi Mumbai-400708 and (3) TIMES PRESS, Plot No. 5A, Road No. 1, IDA Nacharam Ranga Reddy District, Hyderabad-500076. Editor: Ravi Balakrishnan(Responsible for selection of news under PRB Act). © All rights reserved. Reproduction in whole or in part without the written permission of the Publisher is prohibited.