December 1-15, 2012 Volume 1, Issue 14 `100 22 FROM ADS TO FEATURE FILMS THE BIG RUSH Sridevi’s comeback film English Vinglish is the latest DEFINING MOMENTS addition to the long list of movies made by ad Ajay Trigunayat The man who learned on creatives. These ad professionals turned movie-makers the job. share their experience on their double lives. 20 FASDF ASD FSAD sdf a FASDF ASD FSAD sdf a WINDOWS 8-TALAASH FASDF ASD FSAD MS-Aamir App sdf a FASDF ASD FSAD Microsoft ties up with the sdf a film to promote Windows 8. FASDF ASD FSAD 42 sdf a FASDF ASD FSAD sdf a PROFILE V Natarajan An engineer who graduated FASDF ASD FSAD sdf a in the media business. QUIKR.COM Killer to Seller 14 FASDF ASD FSAD sdf a GIFTBIG.COM Facebook Gifting 30 WALT DISNEY Pre-schooling 44 FASDF ASD FSAD sdf a 34 BY INVITATION Shripad Kulkarni 48 EDITORIAL This fortnight... Volume 1, Issue 14 or years, the two worlds of filmmaking had drawn an invisible but EDITOR Fimpermeable wall between them. It wasn’t just the duration of the films – 30 Sreekant Khandekar PUBLISHER December 1-15, 2012 Volume 1, Issue 14 `100 seconds vs 150 minutes – that separated the two. They have also had their own 22 Prasanna Singh FROM ADS TO FEATURE FILMS sets of heroes. It was strongly believed that different mindsets, techniques and skill sets were required for ad films and feature films. EXECUTIVE EDITOR THE BIG RUSH Prajjal Saha Sridevi’s comeback film English Vinglish is the latest DEFINING MOMENTS addition to the long list of movies made by ad Ajay Trigunayat The man who learned on creatives. These ad professionals turned movie-makers the job. That may be indeed true to an extent but the fact is that ad filmmakers have share their experience on their double lives. SENIOR LAYOUT ARTIST 20 created their own little space in the formula-driven Hindi film industry. The Vinay Dominic FASDF ASD FSAD sdf a expanding overseas market and the growth in the number of multiplexes have PRODUCTION EXECUTIVE FASDF ASD FSAD sdf a WINDOWS 8-TALAASH Andrias Kisku FASDF ASD FSAD MS-Aamir App helped the agency people to a large extent. That they understand the pulse of the sdf a FASDF ASD FSAD Microsoft ties up with the sdf a film to promote Windows 8. 42 ADVERTISING ENQUIRIES FASDF ASD FSAD consumer, is an added advantage. sdf a Rahul Puri, (0120) 4077833, 4077866 FASDF ASD FSAD Noida sdf a In the early days, ad film makers like Shyam Benegal and Basu Chatterjee PROFILE V Natarajan An engineer who graduated were known for their different kinds of films, some of which were commercial hits Arunima Bhattacharya, (022) 40429702-5 FASDF ASD FSAD sdf a in the media business. QUIKR.COM Mumbai Killer to Seller 14 as well. Even the first Indian Oscar-winning director, Satyajit Ray, began his FASDF ASD FSAD sdf a GIFTBIG.COM Facebook Gifting 30 WALT DISNEY [email protected] Pre-schooling 44 career in advertising. FASDF ASD FSAD sdf a 34 BY INVITATION Shripad Kulkarni 48 MARKETING OFFICE The trickle has become a rush and the number of admen – mostly men – who B-3, First Floor, Sector-4, Noida-201301. have made it big in the film business is impressive – be it Rakyesh (Om Prakash Tel: (0120) 4077800. Mehra), Balki (R Balakrishnan), Pradeep (Sarkar) or the newcomer, Gauri MUMBAI Shinde. 501-502, Makani Center, 5th Floor, Off Linking Road, Bandra (W), It’s not only the ad film directors who have tried their hand at features, agency Mumbai - 400050 Tel: +91-22-40429 709 - 712 people from varied backgrounds have done well in all spheres – be it screenplay, BENGALURU dialogues, lyrics, music or direction. Shantanu Moitra, the popular music director, S-1, New Bridge Corporate Centre, for example, handled client servicing at Contract Delhi. 777 D, 100 ft Road, Indira Nagar, Bengaluru - 560038, India The wall between the two is now porous one. And, Bollywood is welcoming SUBSCRIPTION ENQUIRIES this in a way it’s never been. Akhilesh Singh, (0120) 4077837 [email protected] The issue’s cover story captures the excitement and experience of the ad film migrants. Owned by Banyan Netfaqs Pvt Ltd and Printed and published by Prasanna Singh, at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063. Printed at Cirrus Graphics Private Limited Prajjal Saha B-62/14, Naraina Industrial Area, Phase II, New Delhi – 110028. [email protected] CONTENTS 50 26 PLUS BANK OF BARODA TMI SURVEY Join The Dots 20 Handset Hotlist ESPN-STAR SPORTS Karbonn gets the top spot followed by Earning Big 26 Nokia. COCA-COLA Dynamic Presence 30 BY INVITATION 18 12 Abhishake Das RBNL How did I find my faith in Localising Even More 44 the digital world? POGO POV 28 The Longer Formats 58 Social Media-Risky? VODAFONE SAB TV Has social media, a platform Wish Customised! Victory of the Underdog RMGL for self-expression, become a The campaign targets more The latest TVC of the GEC Branding the Stations 60 dangerous forum? price-conscious customers. uses a generous dose of fun. afaqs! Reporter, December 1-15, 2012 5 ERICSSON REPORT 1(:6%8//(7,1 0RELOHIRU*HQ= Sponsored by n Ericsson report says that to surpass it in the near future. metropolitan children are Apart from vocal and text con- Aincreasingly using mobile versations, Generation Z children internet. in cities such as Delhi, Bengaluru Children being addicted to their and Mumbai (together constitut- Pepsi> Pepsi has acquired the rights for Indian Premier League (IPL) for the next five years. It paid 396 crores mobile phones seems to be the ing 45 per cent of such children) ` to the Board of Cricket Control in India (BCCI) to acquire common complaint of most met- access internet via their phones or the rights for the twenty20 cricket tournament after the ropolitan parents in India today. A smartphones to update status on previous sponsor DLF, a real estate major, announced its recent consumer lab research report Facebook, tweet and stream videos. departure from the deal. DLF had paid `200 crore for the conducted by Ericsson states that of On an average, they spend about 40 deal. As per the TAM Sports data, the television ratings of the 69 million children under the minutes every day on these activities, the tournament have been decreasing season on season. say the findings. AVERAGE TIME SPENT ON DAILY ACTIVITIES This stagger- CONSOLE GAMES 1:31 ing change in mobile phone usage is attrib- PVR> PVR recently announced launch of PVR Orion, eight MOBILE PHONES 1:32 screen multiplex in Bangalore. It will be built in 1.15.000 INTERNET (MOBILE PHONE/PC) 2:18 uted to several factors such as an increas- square feet area and be equipped with latest technology WATCH TV 2:20 called Enhanced Cinema Experience (ECX). PVR now has two ingly affluent middle OUTDOOR PLAY 1:09 ECX theatres with the first one being in Mumbai. It has a OUTSIDE WITH FRIENDS 1:32 class that gives high TIME SPENT total of 213 screens in 46 cinemas in 13 states, 1 Union ter- pocket allowances MARKETING INDOOR PLAY 1:36 ritory and 27 cities across India. PVR Orion will show films to children and the STUDY/HOMEWORK 2:13 priced at `90 - `320 and Kannada films at `70- `220. increasing comfort of TUITIONS/CLASSES 2:20 parents with technol- TIME WITH FAMILY 3:20 ogy. Parents introduce Source: Ericsson ConsumerLab Generation Z 2012, BMW> German auto giant BMW recently launched the Base: 9-18 year old urban mobile-only internet users in India. children to gadgets and smartphones at an new version of its crossover model X6 priced between age of 18 residing in The time spent early age for interac- `78.9 lakh and `93.4 lakh (ex-showroom, Delhi). While urban cities, 30 mil- tive learning. the eight-cylinder petrol X6 is available for `93.4 lakh, lion have a personal by Generation Z However, they do the six-cylinder diesel variant is priced at `78.9 lakh. The petrol X6 is powered by a 4,395 cc engine, while the diesel handset and 11 million lay guidelines and also on mobile phones option is run by a 2,993 cc engine. It plans to increase its share it with one of keep track of phone rivals that spent dealers strength from 29 to 50 to keep its leadership posi- their family members, usage through moni- tion. BMW expects to sell more units than last year. while 28 million have on watching TV toring of bills and no access to it. and is expected scrutiny of conversa- The research brand- tions, even though ed them as Generation to surpass it in many Generation Z The twitter contest Discovery> Discovery Channel launched a social media Z, born between the children resist it and resulted in 321 campaign to promote their marketing tie-up with the movie the near future. Jab Tak Hai Jaan (JTHJ). The twitter contest got a lot of years 1994 and 2004. use applications for new followers mentions of Anushka Sharma’s character, a Discovery The report also reveals that the privacy. and 8,400 views Channel employee in the film. The fans were urged to watch average age for children acquiring The trend has opened up a huge in two hours. the Channel’s JTHJ promo and answer few questions, a mobile phone has dropped in the market segment for telecom service resulting in 321 new country, a trend that many would providers and handset manufactur- followers and 8,400 have not forecasted a few years ago.