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Home , Basu Chatterjee, Classic Legends, English Vinglish, Juhi Chaturvedi, Pradeep Sarkar, Prasoon Joshi

December 1-15, 2012 Volume 1, Issue 14 `100 22 FROM ADS TO FEATURE FILMS THE BIG RUSH ’s comeback film 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

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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 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

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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 Killer to Seller 14 as well. Even the first Indian Oscar-winning director, , 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 ( 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. , the popular music director, S-1, New Bridge Corporate Centre, for example, handled client servicing at Contract . 777 D, 100 ft Road, Indira Nagar, Bengaluru - 560038, The wall between the two is now porous one. And, 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 ’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. It ers. The research findings suggest views in two hours. clearly reflects that more Generation that this segment is brand loyal, Z children are acquiring handsets with specific requirements like com- and their usage of telecom services petitive tariffs, service, support and Zovi> After the successful launch of a home furnishing and is seen as an upward trend. In fact, internet speeds. The communication kitchenware range, Zovi.com has come with its new fashion the time spent by Generation Z on patterns of this segment are expected line for boys. The new range features bright coloured polos, mobile phones rivals that spent on to be a major deciding factor in the T-shirts with graphic prints and tie prints. The products lie watching TV and is expected future offerings of such companies. within an affordable range between `199 to `279. The appar- el brand ZOVI.com has designed their garments keeping in QUOTE OF THE FORTNIGHT mind the latest trends. They have planned many more styles in the near future and their new range will complement the previously launched successful adult clothing line. ‘‘If you succeed in a competitive market like MTunes HD> MTunesHD, India’s First Bollywood Music Channel, in high definition takes its ‘Feel the music!’ prop- India, then you will succeed osition closer to its viewers with their latest innovation in the overseas market, titled ‘On The Streets’ (OTS). Launched in with the YouTube sensation Gangnam Style, the channel has since too.’’ taken some of the most popular songs to its viewers to HIROSHI NAKAGAWA, MANAGING DIRECTOR, TOYOTA KIRLOSKAR make them experience the channel USP first-hand. It feels MOTOR TALKS ON THE POTENTIAL OF THE FAST GROWING INDIAN CAR MARKET. that on the streets initiative is the best way to capture the pulse of the viewers. Aga Bai from and Po Po Po from Son of Sardaar are some of the tracks it has played.

6 afaqs! Reporter, December 1-15, 2012

NDTV 1(:6%8//(7,1 ,PSRUWLQJ&KDQQHOV Sponsored by NDTV group has signed affil- tant. This is why the channel was iated distribution deals with two launched for free initially. He adds, international broadcasters to distrib- “India is surely gearing up for dif- ute their channels in India. Trace ferent kinds of sports, even being a is a French company which has cricket-crazy country. I also believe Star Jalsha> STAR has launched its fourth channel, launched a sports lifestyle channel that this segment will grow even STAR Jalsha, in the UK. This is the network’s first regional called Trace Sports. The other one, further. Moreover, Trace Sports channel in the market, although not the first channel from ITV Granada, which is an English will supplement the sports chan- the group’s stable that has crossed the Indian boundaries. general entertainment channel nels in the country and vice-versa. STAR Network’s Bengali general entertainment channel was (GEC) owned by a Thanks to the newer launched in the UK on Sky channel 808 in November.This

MEDIA UK-based private pro- kind of sports being makes STAR Jalsha the first South Asian regional channel to duction house. broadcast in the coun- be retailed in the Sky Entertainment Pack. NDTV has report- try, there is a particular edly got into a fan-following that is multi-year profit-part- getting developed, Jagran Prakashan Publication>After launching books nership deal with both which eventually will on the entrepreneurs of , , Jharkhand the channels. Though be helpful for Trace and Punjab, Jagran Prakashan Publication has come up the network refused to Sports.” with another coffee table book, Devalya, which talks about comment on the exact ITV is a private pro- the temples of Bihar. It showcases the historical and number of years, Rohit duction house with a contemporary significance of each shrine in the state and Jaiswal, AVP, distribu- large variety of shows serves as a ready reference material for those who are tion and sales, NDTV in its kitty. Thus, for interested in the religious and spiritual past of Bihar. Given group suggests that ITV Granada, too, the glorious religious history of Magadh, the book is a tribute generally such deals last sampling of its con- to the spiritual sentiments of the region. for five-10 years. tent was important Trace Sports will to understand what have content focus- works best in India. Eclectic Times>Current affairs and cultural magazine ing on the lifestyle Jaiswal further adds, Eclectic Times has rebranded itself as Eclectic Northeast. of sports celebrities, Trace Sports “With a bouquet of To reflect the change, the magazine has adopted a new documentaries and many English GECs masthead that sports a clean, bold and stylish look, with the interviews with the targets sports in India, it is proved letters written in white on a red and black background. While celebrities, and some fans in the that there is a decent the old masthead’s tagline read ‘Inspired by Northeast India’, sports reality shows. It audience for the same. the new tagline is more confident in its approach and states will also have non-live 15-35-year age As it is, the company ‘We speak for our region’. events like adventure group, while ITV is eying a long term sports (rafting and Granada targets investment.” trekking, among oth- the general Trace Sports has ‘’ Zee Classic> Hindi movie channel Zee Classic launched the ers) and action sports been launched in second season of ‘Classic Legends’ on November. Presented (such as mountain English GEC and few parts will showcase biographies of by Venetian Macao, the show will air every Sunday at 7.30 biking and ice skiing). audience, C&S of Mumbai. The net- pm over a period of 13 weeks. Introducing lyricist Javed ITV Granada will work plans to make the 12 more legends Akhtar again as an anchor, ‘Classic Legends’ will showcase have all kinds of 25+, All India. channel available pan- from Hindi biographies of 12 more legends from Hindi cinema. content including real- India within next six cinema. According to the channel, each episode will regale viewers ity shows, fictions, soaps and talent months. The channel is available on with novel insights and exciting anecdotes about these hunt shows. Airtel digital TV, DEN, Hathway, stalwarts. Both the channels are encrypted Digicable and ICC Network. and will be initially available for free Trace Sports targets sports fans in for about six months. Jaiswal sug- the age group of 15-35 years, while gests that for a channel like Trace ITV Granada targets the normal BBC Good Food India> The magazine turns one Sports, which is a niche within niche English GEC audience, which is this November and celebrates its first anniversary by genre, sampling is very impor- C&S 25+, All India. presenting its readers a deliciously indulgent issue. With global classics as the theme, the issue will feature dishes from paella to piri piri prawns and sushi to som tam, a total QUOTE OF THE FORTNIGHT of 25 dishes the world loves to eat. The augmented reality (AR) special brings three of these recipes to life on videos ‘‘Since all the three members that you can view on your smartphone or iPad simply by of the committee represent downloading the AR app. the three stakeholder segments of the industry, the The channel had Star Pravah>Star Pravah is bringing a special priorities of all the sections launched a show programming initiative, ‘Silver Screen’, to its viewers. will be well reflected in the Under this initiative the channel will air fresh and original titled ‘Ek Chaal content, conceptualised and created by Star Pravah. It will request for proposal (RFP).’’ Songatichi’ for air different shows, once every month for two hours. To PARITOSH , INDEPENDENT CONSULTANT ON THE FORMATION OF the 7 PM block. start with, the channel had launched a show titled ‘Ek Chaal TECHNICAL COMMITTE OF BARC IN AFAQS!. Songatichi’ in the second half of November for the 7 PM FOTOCORP block. It is a political thriller.

8 afaqs! Reporter, December 1-15, 2012

THE MEDIA ANT 1(:6%8//(7,1 2QH6WRS6KRS Sponsored by mere few months old keting. Once I approached agencies Bengaluru-based company to know about media options we AThe Media Ant is already could try, as we wanted to spend being recognised for its concept. At `4-5 lakh for sales-related marketing. the recent None were ready to help because the Mahindra & Mahindra> Mahindra 2 Wheelers, a part Power of Ideas competition, the start- amount was too small. But I knew of the multi-business conglomerate Mahindra, is on the up was among the top 20, selected there are many media options avail- lookout for a creative agency. The authorities are currently from the many thousand entries. It is able out there. Unfortunately, there in conversation with a few leading advertising agencies. The also garnering interest from venture was no platform that I could visit, process is underway in Mumbai. One round of presentations capitalists and has secured a grant and get information about available has taken place. The participating agencies will be evaluated from IIM-A. both on their creative abilities as well as their strategic The Media Ant is prowess. The company is set to launch three new two- launched by Mayank wheeler brands shortly. Bidawatka, ex-market- ing and product head at redBus, an online ONGC> Oil and Natural Gas Corporation (ONGC) has bus booking site; Samir initiated a creative pitch to empanel agencies on its creative Chaudhary, ex-FMCG roster. The oil exploration and production company is looking marketer (Britannia and for creative agencies in Ahmedabad and Mehsana too. It Reckitt); and Mukesh is known that the empanelment will be for a period of two Agrawal, an Ernst & (L to R) Agrawal, Chaudhary and Bidawatka years. The scope of the work for the agency empanelled with Young consultant. ONGC includes creating ads for print and electronic media as

ADVERTISING The purpose is media options. That well as managing the media planning and buying duties. to serve the need for The Media Ant is when I thought this information on vari- launched in June, may be a service that ous options available this year, caters most marketers with- >> ACCOUNT MOVEMENT to an advertiser in the to the needs out media agencies non-traditional space; would be seeking.” Godrej Nature’s Basket> Social media strategy something that the of advertisers Currently work- consulting agency, WATConsult has been appointed to handle founders thought was seeking ing with various small the social and digital duties of Godrej Nature’s Basket, the lacking and an oppor- and large businesses, gourmet retail venture of the Godrej Group. The agency tunity worth exploring. information on the media discovery already has an existing relationship with the Godrej Group, The start-up’s web- non-traditional platform as The Media working on brands such as Godrej Appliances, Godrej Locks site (www.themediaant. Ant describes itself, is and Godrej Security Solutions. Based on WATConsult’s com) offers details on advertising also working with some previous work for Godrej, the agency was invited to pitch for platforms such as dab- platforms. media agencies that Godrej Nature’s Basket before being awarded the business. bawala advertising in identify the potential to Mumbai, airlines-related advertising, be a valuable one for its clients. in-flight magazines, Indian railways It plans to explore other media > Bengaluru-based Himalaya Herbal Healthcare has appointed Karishma Lintas advertising, washroom advertising, options depending on the need-gap as its new advertising agency. The agency will handle advertising and marketing cinema advertising, gym advertis- identified at a particular time. communication for the company’s body lotions category. The media mix will be ing, golf course advertising, credit “The immediate gap is the lack of predominantly TV-led. The brand team evaluated several creative agencies through a and debit card slips and statements, information in the non-traditional formal pitch process before appointing Lintas. The incumbent agency on the account captcha advertising, stationery adver- space. We plan to tackle this in the is Ogilvy India’s second agency, Meridian Communications. Starcom India continues tising and many such options that a space of magazine advertising, local to be the media planning and buying agency for Himalaya Herbal Healthcare. brand might find tremendous poten- radio and other traditional media tial in but often tend to overlook. and help smaller and mid-sized busi- Talking about the rationale, nesses to reach out in a better way > Orchard Advertising has been appointed as the communications partner Bidawatka says, “At redBus, we without spending a lot on market- by HolidayIQ.com, a holiday information portal. The agency will be responsible for always had small funds for mar- ing,” says Bidawatka. both, the above-the-line and below-the-line communication for the brand. The team has devised the term ‘hiq!’ which stands for ‘Holiday Inspired Quote’. The media mix comprises an activation exercise through a specially designed tablet device called the QUOTE OF THE FORTNIGHT ‘hiq!PAD’, through which hoteliers can get their guests to digitally collect reviews and an anthem called ‘‘Not all advertising can be ‘hiq!it’ targeted at mad, you know. It’s important holidayers. to have advertising that moves or touches people. For > Kohinoor Speciality Foods has roped in Scarecrow example work like what Ogilvy Communications as its creative agency following a multi- does for Fevicol, people agency pitch. The account will be handled out of the agency’s Delhi office wherein Scarecrow will provide 360 degree remember and fall in love solutions to Kohinoor Speciality Foods. Kohinoor Specialty Foods with, tweet about, talk about.’’ India (KSF), is a 85: 15 JV between $3.3 billion McCormick, DAVID MAYO, CEO, BATES ASIA, ON THE FUTURE OF ADVERTISING headquartered in USA, a global leader in manufacturing, IN BRAND EQUITY. marketing & distribution of spices, seasonings, specialty foods & flavours and Kohinoor Foods, a Basmati rice company.

10 afaqs! Reporter, December 1-15, 2012

1(:6$'9(57,6,1* SAB TV Victory of the Underdog The channel’s latest campaign uses a generous dose of humour to accentuate the victory of the under- dog with a pun on the brand name, SAB. The three creatives show constantly bullied underdogs, finally getting an upper hand, drawing a metaphorical comparison to the channel’s growth. By Rashmi Menon

emember the age-old saying, ‘Every dog has its day?’ The latest campaign of SAB RTV stands by the longstanding adage - and how! Playing on the insight ‘Sab ka waqt ata hai’, the three-film campaign uses generous doses of humour to accentuate the victory of the under- dog and throws in a pun on the brand name, SAB, for added effect. An extension of SAB TV’s core brand promise, ‘Asli Maza Sab Ke Saath Ata Hai’, the three films, titled ‘Hands up’, ‘Saas-bahu’ (mother-in-law and daughter-in-law) and ‘Mooch’ (moustache) conveys the popular saying - what goes around comes around - pertinently well. The cast and plot of the TVCs on SAB TV are centred on an vious TVCs where we used celebratory moments highlight the message with situa- underdog. Therefore, while on with the family, this campaign gives out a direct tions where the underdogs, who one level the statement, ‘Sabka message, that the day of the underdog has come have constantly been ticked off by waqt ata hai’, is a branding exercise in a rather telling manner.” the bullies, finally gets an upper for the channel, it also intends to The agency was required to work on the key hand. suggest that quite like SAB TV, consumer insight that SAB TV, the erstwhile In the ‘Hands up’ film, a school every underdog with a correct underdog, is now a titan and in real life, too, boy is constantly told to raise his and positive approach can have every underdog has its day. “Hence, the context hands and stand by his math- his day. for the current ads is to make a statement that ematics teacher as punishment. SAB’s time has come,” he adds. After many years, when the old teacher approaches a doctor to treat his frozen INSIGHT - AMUSING OR CONFUSING? shoulder, the doctor turns out to be that very anish Bhatt, founder-director, Scarecrow weak student. MCommunications, feels that barring the Similarly, in the ‘Saas-bahu’ TVC, a moth- ‘Mooch’ commercial, the other two films hit the er-in-law continuously reprimands her chord straight away. daughter-in-law about household chores; one “From the creative point of view, I understand day, she repents when she is in trouble and the the challenge the creative team would have faced younger lady helps her out. while coming up with situations conveying the In ‘Mooch’, an elder brother regularly mocks brand’s core message. Every entertainment chan- his younger sibling while priding himself on the nel likes to position itself as a family channel. quality of his moustache. However, one day, a The ‘Hands up’ and ‘Saas-bahu’ TVCs are well SUSHIL KUMAR barber accidentally chops off half of his prized produced and do their job naturally. Although it moustache, and the voiceover says, ‘Sabka waqt “Even SAB TV was an is not a novel format, I would still watch them aata hai, toh bhaiyo aur behno sab mil- julke as it makes me smile. But the third TVC is a raho. Kyunki asli mazaa sabke saath ata hai’ underdog four years ago. But drag and weakens the campaign. It uses slapstick (What goes around comes around and there- now it has a field day. The humour which is too loud,” Bhatt states. fore, learn to stay together TVCs show this in a unique Meanwhile, Akshay Kapnadak, executive crea- because real fun is with tive director, McCann Erickson, is of the opinion everyone). and humorous manner.” that the TVCs are strategically confusing and Conceptualised by ANOOJ KAPOOR raises doubts on how they support SAB TV’s Everest Brand Solutions, core message. the three-film cam- “In SAB’s earlier campaign, the message was paign will run for three Anooj Kapoor, executive vice-president and simple. The commercials made sense and there months during the business head, SAB TV, says, “Even SAB TV was were metaphorical links to the brand in the TVC primetime on SAB TV. an underdog about four years ago. But now it has messages. But the current TVCs are confusing. Interestingly, most a field day. The TVCs show this message in a They say every dog has his day, but then what of the comedy serials unique and humorous manner. Unlike our pre- after that? Besides, at the end, the TVCs give out the message of coming together and having fun. If that is the case, then why talk about the under- The cast and plot of the TVCs highlight the message dog anyway?” Kapnadak wonders. But having said that, he concedes that the sto- with situations where the underdogs, who finally gets ryline and plots are funny and the commercials “aren’t badly made”. „ an upper hand. [email protected]

12 afaqs! Reporter, December 1-15, 2012

1(:6$'9(57,6,1* QUIKR.COM Killer to Seller! Created by Scarecrow Communications, the latest TVC for Quikr features the fictional contract killer Bob Biswas from the movie Kahaani as a desperate seller. By Shibani Gharat

phone call rings and Bob is all set to a disruptive methodology of ‘missed call’. A make a killing. The fictional contract missed call will help complete a transaction A killer Bob Biswas, a character from the much quicker.” recent thriller Kahaani, is only concerned about Aparna Mahesh, brand head, Quikr.com, striking a good deal for his house in the new says, “Our research showed us that for many television commercial for online classifieds people in India, the act of posting an ad online site, Quikr. The ad features the Bengali is daunting and perceived as time-consuming. Saswata Chatterjee. With that in mind, we launched the Missed Call Created by Scarecrow Communications, the service, which is sure to open up our platform campaign is based on the insight that sellers, to a huge number of users who have never tried especially of high value items such as cars and us in the past.” homes, would go to any lengths to get the best value from the sale. Bob Biswas is depicted as HUMOURING THEMSELVES? one such desperate seller, trying to find a reli- any e-commerce portals have used humour able tenant for his flat. An otherwise secretive Mas the primary ingredient for campaigns. Biswas stands up on the table of a crowded res- long time.” Flipkart, Jabong.com and even Quikr’s most vis- taurant to strip and hence grab attention. The campaign will be extended to other ible competition OLX.com have humour central The TVC has been directed by Naren platforms like cinema, ambient, digital and acti- to their ads. Bhat feels that people like humour. Multani of Equinox films. vation. “I think more brands should use humour con- It is the second campaign for Quikr. The sidering that’s what this nation seems to like BANKING ON BISWAS first one, released in 2011, spread awareness on watching. Sajid Khan, Ekta Kapoor and Rohit he TVC was unveiled after a high engage- speedy buying and selling of items like houses Shetty will agree. Generally, humour may not Tment teaser phase on social media that used and cars. be a bad route for low-involvement categories.” Bob Biswas’s cult status. The notorious char- The latest campaign attempts to reach a wider According to Sambit Mohanty, executive acter captivated the imagination of one. In fact, audience, including those who aren’t active creative director, McCann Erickson, e-com- Biswas’s trademark line, ‘Nomoshkar...ek minute’, merce sites gravitate towards humour as a device had set social media on fire after the Kahaani’s because if it clicks, the ad becomes memorable. release. Banking on this popularity, Quikr first “To some extent, the TVCs for Flipkart have launched a mysterious playlist titled ‘Bob is succeeded in using dry wit. But, this one ends Back!’ with five short teaser videos seeded on “The idea is up trying too hard.” YouTube and Facebook. Conversations began to generate Mohanty also opines that attempt at humour on social media about what Bob is possibly upto. conversations, in this TVC seems forced. “If the brand really A hashtag #WhatisBobUpto was promoted on wanted a semi-celeb to drop his pants, Shane Twitter, got responses like ‘Being Naughty at likeability plus Warne would have been a far better choice!” he 40’, ‘Praying to God that Bigg Boss is renamed share-ability.” adds. Big Bob’ and ‘Selling his gun on Quikr’! Mohanty also feels that Biswas, the baby- RAGHU BHAT Talking on the rationale behind the cam- faced assassin from Kahaani, is utterly wasted paign, Raghu Bhat, founder, Scarecrow in the Quikr ad. “I was hoping his homicidal Communications says that the insight is uni- hobby would be put to good use in some quirky versal. “People who have stuff to sell, go to any manner but he’s used simply as a salesman - and lengths to sell it. Of course, we aren’t directly Internet users. To expedite the listing process, that’s such a letdown,” he states. saying it is Bob Biswas. Quick has started a contact centre, where pros- Prathap Suthan, managing partner and chief We used a similar hairdo and styling and pects can give a missed call on 1800-3000-1000. creative officer, Bang in the Middle opines that let people come to their own conclusions. But “We are trying to target anyone who wants to there is certainly an intrigue in using Bob in since Kahaani, there is a lot of intrigue about buy, sell, rent and find stuff - which makes it a the commercial. “But beyond that, I am not too him. We thought - let’s create very wide audience. Plus, it’s a pan-India sure that the Bob’s film character was exploited. a back-story about audience and also includes small busi- There’s a whole world full of dark alleys and his life, and try to nessmen,” articulates Bhat. shadows that could have been created around leverage the natural Speaking about the departure from the character and what he could have put up for curiosity about his the earlier campaign, Bhat states that immediate sale. I don’t know if there are follow character. In the pro- the ‘faster’ element is inbuilt in the ups to this, or if there are other sides to this cess, we tell a story name Quikr. “We are merely taking the campaign. But if this is an individual one-off, about Quikr’s value Quikr proposition one step ahead by I would think that the inherent potential of the proposition as well,” explaining the selling process, through character has been insufficiently used.” adds Bhat. In general, Suthan feels it is a great idea to Bhat says that bring alive characters from films like Bond, too. Quikr is a very nim- Industry experts feel that “On the contrary, if Bob wasn’t casted as the ble-footed, street smart player and Bob’s the TVC has not killer, and if that character didn’t matter, anyone casting is in line with the brands’ personality. could have played that role,” Suthan adds. “The whole idea is to do something that breaks utilised the Bob cult status Suthan opines that the film isn’t a stunning clutter, generates conversations, likeability plus execution and at best average. „ share-ability and stays in people’s minds for a to the fullest. [email protected]

14 afaqs! Reporter, December 1-15, 2012

1(:6$'9(57,6,1* STRAWBERRY FROG Visa for India StrawberryFrog India is now a reality. afaqs! chats with Scott Goodson, the agency’s co-founder and Raj Kamble, the newly appointed managing partner and chief creative officer. By Ashwini Gangal

ou know he’s onto some- Scott Goodson and Clarifying that the agency will thing interesting when Raj Raj Kamble perpetuate its ‘Cultural Movement’ YKamble, former managing philosophy in India too, Goodson partner, BBH India, hands you a emphasizes using the same model, visiting card, which reads manag- tools, systems and processes that they ing partner and chief creative officer used in other markets to deliver a of StrawberryFrog India and smells consistent product across territories.” of fresh strawberries. The newly He is comfortable with the per- appointed Kamble is also a stake- ceived ‘smallness’ of the agency. holder in the agency. “How much?” “Today, you don’t need an army prods afaqs!. “I am happy,” he smiles, of people to do global work; but a refusing to divulge any digits. small team of talented and focussed Scott Goodson, founder and chief people.” The company has offices in executive officer, StrawberryFrog, co- and Amsterdam. launched the agency along with Karin “We’re an ‘Idea Generation Group’ Drakenberg in Amsterdam in 1999. and follow the ‘Jugaad Culture,” Finally after years of speculation, the Goodson tells afaqs!, “It’s more about agency has now officially launched using your ingenuity and intelligence its India operations with a makeshift than having all the resources world at office in suburban Mumbai. With your disposal. We’re non-bureaucrat- a current strength of five members, ic and use the right size of people.” StrawberryFrog plans to move into The agency has a cross-country presence, The team looks forward giving cli- a new office at Lower Parel that will ents customised advertising services be functional in next six months. The even then it is perceived as a ‘boutique’. in India. agency already works with Mahindra Talking about agency’s new in India (read: Rise and Spark the Rise campaigns) “We’re thinking of an innovative way of working. business strategy Kamble answers, “We’re not and comes armed with several other clients. It’s not a traditional model wherein you have iso- desperate and have no survival issues now. At the Around three to four years ago the team began lated offices in different countries. Raj (Kamble) risk of sounding arrogant I’m going to say this - interviewing people who could potentially launch is working on an international basis with us,” we will choose our clients as opposed to clients and head StrawberryFrog in India. Goodson then Goodson shares about his prized find. choosing us.” As far as our hiring strategy is con- met Kamble in New York during the latter’s pre- Kamble’s team will also have an opportunity cerned, we are scouting for what we call ‘hybrids’ BBH days and began discussing. Three years ago to work on the agency’s existing, as well as new, - people who can run and chew gum simultane- when StrawberryFrog won the global Emirates global brands. Though he refrains from comment- ously, as Goodson says. One of the first recruits at business, their plans to begin India operations got ing on the fate of StrawberryFrog’s international StrawberryFrog India is an MBA graduate slated side-tracked but the discussions continued. clients existing in India. Will they be aligned with to work as an art director. The duo calls such “We’ve always wanted to launch in India. It is StrawberryFrog in India soon? Well, this line of professionals ‘next generation challenger talent’ or a dynamic market, growing and there’s extraordi- questioning leads to a reply ‘Let’s wait and watch’. ‘BATM graduates’ - those who hold a bachelor’s nary talent here. Having an office in India makes a StrawberryFrog is known as a ‘Cultural degree in Arts, Technology and Management. lot of sense right now,” Goodson says. Movement’ agency overseas. And despite being a “So while looking for strategic ideas and study- Interestingly, while Kamble has a clear mandate sizeable organisation with cross country presence, ing creative briefs, we look for that highly effective at StrawberryFrog India, he also has an interna- the agency still carries the image of being a ‘creative idea that breaks through. That’s part of our ‘frog tional role to execute simultaneously where he will shop’ or ‘boutique’. So, how will StrawberryFrog way’ of doing business,” Goodson signs off. „ scout for foriegn brands that aimto come to India. be positioned in the Indian market? [email protected]

1(:6$'9(57,6,1* DULUX A Colourful Story The latest Dulux Velvet Touch ad introduces its new brand ambassador . By Rashmi Menon

Udayawar directed the TVC, while RU Films produced and Prasoon Joshi scripted it. The campaign has been dubbed in English, Tamil, Bengali and Malayalam and is in print also. Pushkar Jain, category manager interiors, brand and digital, Dulux, Akzo Nobel India, says, “In a progressive world, one needs to constantly renew oneself to remain competitive and achieve success in the shortest possible time. The ad film connects with our target group at an emotional level.” Prasoon Joshi, chairman and CCO, McCann Worldgroup India and president, McCann South Asia, notes that the challenge for us was to inter- pret the global Dulux positioning of ‘renewal’ in olours personify emotions and tell stories our cultural environment. “Our communication behind every success. Akzo Nobel India’s manifests that how the glow of Velvet Touch on Clatest Dulux Velvet Pearl Glo television walls inspires a person, thus positioning the brand commercial (TVC) is based on the same insight. as a catalyst for renewal in one’s life,” Joshi avers. With the tagline ‘chamak rahe ho tum’ (you are The brand targets people between 25-45 years. shining), the campaign introduces Farhan Akhtar, So, will Akhtar’s poetic act along with the trans- the new ambassador for Dulux, in a classy black. formational power of colours work for the brand? The campaign is an extension of Dulux Velvet Sujit Das, executive creative director, at Pickle Pearl Glo’s earlier ad ‘apne rang chhalakne do’. Lintas, feels it does. He notes that the TVC doesn’t The TVC opens with Akhtar in an introspec- talk about the product as such but takes an emo- tive mood narrating lives of three different people tional approach on the lines of Asian Paints’ Har personifying them with colours. The ad uses FOTOCORP ghar kuch kehta hai commercial. Jain and Joshi: Colorful touch the colours red, green, pink and blue to repre- Raj Nair, chief creative officer, BMB India sent a multitude of attitude and aspirations. Red The TVC finally ends with Akhtar painting a wall finds the ad a touch pedantic as the role of the indicates a fuel for creative passion, green shows with blue asking, ‘Dulux Velvet Touch ki chamak brand is determined by the colours in people’s imagination driving one’s dreams and pink states bar bar poochti hai ki chamak rahe ho na tum’? lives and what each colour can mean to them.„ family’s importance, in spite of achieving success. Conceptualised by McCann Erickson, [email protected]

VODAFONE of us have unique needs and they need to be fulfilled in mobile services too. Wish Customised! “As mobile service is a very high involvement area today, it is an important that service provider Vodafone’s latest TVC targets a more price companies recognise this and tailor conscious audience having better affinity for IVR- make offerings suited to individual needs. The brief to the agency was based services. By Anindita Sarkar to bring to life the essence of 121.” she says. emember the times when Conceptualised by Ogilvy India, CUSTOMISED THOUGHTS you visited the neighbour- the TVC showcases girls (young he film may not be spectacular Rhood tailor briefing him on and old) briefing a tailor on their “The insight Tbut has got positive responses that special dress; and a string-laced endless requirements. And yet, the is from the from the advertising fraternity. back to blend just perfectly with it? assurance that their needs shall be Rohit Malkani, senior executive This is the insight for Vodafone’s met flows through in the TVC. brief that creative director, Grey finds the ad latest commercial aiming to This campaign targets SEC B everyone sweet and inline with brand’s ear- popularise Vodafone’s IVR (inter- and C audience, comprising people lier communication. active voice response) and USSD who are price-conscious and have has unique Satbir Singh, managing partner (Unstructured Supplementary better affinity for IVR-services. requirements.” and chief creative officer at Havas Service Data)-service - 121 Directed by Rajiv Rao, nation- RAJIV RAO Worldwide India, finds it engaging. - presenting Vodafone as a custom- al creative director, Ogilvy, the “There’s an endearing simplicity in er-focused brand. ad film was produced by Good FOTOCORP it and it does not add to the pollu- Vodafone, 121 enables the cus- Morning Films. Elaborating on the insight, Rao tion that TV is normally associated tomer to choose the best options Anuradha Aggarwal, vice-pres- notes that it comes from the brief with when it comes to commercial based on the usage on the mobile ident, brand communication and itself that everyone has unique breaks.” he concludes. „ number, givng the power to him. insights, Vodafone notes that all requirements. [email protected]

18 afaqs! Reporter, December 1-15, 2012

1(:6$'9(57,6,1* WINDOWS 8 AND TALAASH BANK OF BARODA Microsoft-Aamir App Join the Dots Themed around Children’s Day, Microsoft ties with forthcoming starrer, Talaash to Bank of Baroda launched an promotes Windows 8. By Rashmi Menon innovative print campaign to engage children via a drawing o increase awareness on the features and encourage sam- contest. By Devesh Gupta Tpling of new Windows 8 operating system (OS), Microsoft has urrently, kids are the most popu- associated with the upcoming movie lar choice when it comes to designing Talaash starring Aamir Khan, and is Cthemes for any product’s branding. innovatively using the free intARact Consequently, Bank of Baroda too has decided app in its print campaign. to follow the suit. The print ad, with red background Themed around Children’s Day, the bank instantly grabs attention inviting the launched an innovative print campaign in readers in bold headings that read, November calling entries for a drawing contest ‘Join Inspector Shekhawat in his for children ranging from class six till standard Talaash. With Windows 8’ and urges 12. them to download the app, specially The campaign, launched in the Times of customised using Windows 8 features India, Delhi, was broadly divided into two sec- giving a peek into the forthcoming tions wherein the first piece was suspense thriller, to be released on The app can be used on iOS, a teaser saying, November, 30. Symbian and other platforms. ‘Join the dots and Taking the suspense forward, the discover your new app is activated by clicking the Aamir’s screen shot In the print campaign, the newspaper was used orange friend’. (dressed as a cop) through the mobile camera. as a springboard to the digital world providing a With an aim to It then takes the user through various features glance of Windows 8 features like touch, picture familiarise chil- of Windows 8 and, taking a cue from the movie, password, and others he adds. dren with Bank asks users to unlock a picture password based on Shafalika Saxena, head, central marketing group, of Baroda, in this Talaash. Earlier, Microsoft had collaborated with Microsoft Corporation India says both the OS and slice, children had Shahrukh Khan’s movie, Don 2. the movie have many similarities as, both are inno- to connect the dots In addition to the print ads, an Out of Home vative in their respective genres. (OOH) campaign has also created a buzz about the “Aamir Khan’s Talaash is the most awaited OS and the film. Microsoft launched two contests movie this season and will redefine the to meet Aamir Khan - one was on-the-spot contest genre of mystery thrillers. Similarly the new where the crowd present at a Windows 8 mall acti- Windows 8 OS with its fast, fluid touch vation were asked to unlock the picture password interface will change the way we work on based on the clues provided by the host. Three computers providing users a new experience winners from Mumbai and Delhi were chosen to and a thought process. Bollywood engages and meet Khan. Meanwhile, Khan, dressed as Inspector influences youth and Talaash already has mil- The two Print cam- Shekhawat, visited Microsoft stores in lions of views on YouTube. Since paigns in TOI Delhi and Mumbai to interact with Khan is India’s favourite opinion consumers. leader as per Indian bloggers (2012 that would form In another pan India contest, cus- Bloggers Mindset survey), we felt the bank’s orange tomers were briefed on Windows 8 that he was related to what Windows mascot. at mall activation sites and were asked OS stood for - youthful, vivid and In the second three questions on their experience fluid. So, we zeroed in on him,” segment, when with the OS. The correct entries sent Saxena explains. one turned via SMS got to meet Aamir Khan. According to Saxena, the associa- the overleaf, a Designed by TELiBrahma, the app tion aims to leverage the movie to quarter page can be used on all mobile platforms excite consumers and attract them to advertisement invited entries including iOS, Android, BlackBerry, retail outlets to check out Windows for the contest where children between class Symbian and Java. It recognises 8 devices. “Consumers can take a six and nine were required to paint the Bank images/logos and delivers interactive demo of Windows 8 across any com- of Baroda’s mascot celebrating any festival engagements including 2D/3D multi- puter store and share their experience while for children between class 10 and 12, the media contents. on our official India Facebook chan- requirement was to paint the mascot promoting “Considering posters an impor- nel. Best entries will get to meet a social cause such as saving water and trees. The tant promotional asset for a movie, Khan. Six-week-long campaign has winner would be awarded a certificate from the intARact brings them closer to the employed various media to engage bank. audience, impacting the association. people. It is pertinent to note here that it is for the Further, intARact is a platform to The app was aligned with the print first time that Bank of Baroda has decided to integrate several promotional and rev- ad to bring alive the ad on readers’ interact with children thorough its ‘differentiat- enue strategies for the movie that smartphones or tablets. “This inno- ed’ campaign. The brand intends to engage with includes promotion of other digital vation meant to bring Windows 8 its consumers through an extensive print cam- assets including ringtones and ticket experience on their hand-held devic- paign across India to spread awareness among sales, among others,” informs P R es,” Saxena says. „ children on banking facilities. „ Satheesh, principal, TELiBrahma. Saxena and Satheesh [email protected] [email protected]

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Call: 080-41259818 / 9740247446 www.alivenow.in /alivenowinc Email: [email protected] /alivenowinc /alivenowinc 1(:63(23/( '(),1,1*020(176 The Man with Many Hats AJAY TRIGUNAYAT FINALLY INTO THE TV BIZ CEO ENGLISH ENTERTAINMENT CHANNELS TTN spent around 10 years in advertising, but I always felt the urge to be the , , I marketing person, taking the final decision than being an influencer in the decision making process. ithin two weeks of my degree exams – I was studying Economics In 2002, I got the opportunity to join the marketing team of Zee. It was at Kirori Mal College, Delhii – I realised that I wanted nnotot doingdoing too well, back thent and thus, chairman Subhash Chandra Wto become a copywriter. I gotot through Everest Brand ttookook over the reins! I hadh to work directly with him during this Solutions with an offer of `500 per month.th. period. Working with Subhash ji even for a day is equivalent to Around the same time, I got the opportunityortunity to join Pepsi as a week at a business school. So, having spent a significant two a field sales officer at a package of `5,0000 per month.month. I chosechose thethe yyearsears with him, ininfluencedfl my thinking as a business person latter and joined the company in 1990, whichwhich was seven-eightseven-eight andand as an entrepreneur.entrepre After spending four years with the months before the brand’s launch in India.ia. In those few months,months, Group,Group, I felt that my perspective before and after Zee has I went through the entire planning exercisecise of mappinmappingg the teter-r- been redefined. ritory and strategising and implementingg accordingly.accordingly. At a time PPostost that, I spent about a year and a half in Dubai, where I when everyone was trying to get a perspectivespective on how to make mmetet Yogesh RadRadhakrishnanh (the then head of Zee Dubai). brands cool and hip, I was working at a ground and trade Yogesh andand I decided to come back to India and level, which gave me a unique edge overver otothers.hers. TThehe llaunchaunch our own set of channels. Together, we two years at Pepsi really designed my groundingrounding andand wentwent through a very rough period when the understanding of sales. eeconomyco tanked and we were left with the onlyon option to do a strategic tie up. It took us aboutab nine months to do that. We met Group on Working with Subhash ji SeptemberS 29, 2009. It was a very warm even for a day is equal to a meetingm with the MD; and while there werew quite a few options of other com- week at a business school. panies as well, once we got a chance to partner with the TOI, we felt this to be the most robust partnership to be in. AD TIME! wo years into sales, the copywriterr bugbug THE LAUNCH OF MOVIES NOW Thit me again. I landed up with Contracttract he launch of Movies Now, the Advertising. The agency – thanks to mymy Tresult of that strategic tie up, and sales experience – hired me in client servic-ic- tthen building it and finally consolidat- ing, where I was put through a Windowsws iingn it in the marketplace, has been the 2 programme, run by Subroto Senguptata bibiggest defining moment for me. Movies and Subhash Ghosal. This gave me a NNow was expected to play second fiddle strong foundation in understanding mar-- nonot only to Pix but rather to Zee Studio keting, brand management, advertisingg oorr even Warner Brothers. People had seen and communication. I never felt thee STSTAR Movies and HBO ruling the space need to go through a formal educationn aatt that point of time, while Pix was a chal- beyond that. lelenger brand. After Contract, I spent about five yearsars But from the day one, when we came with Lintas, where my skills were honeded to out as a leader, people felt it was just a flash the optimum level and then joined Rediffusionffusion in the pan. However, that flash lasted for DY&R in 1999 as an account director, wherewhere I ssix months, and then for one year. „ learnt the Dentsu way of doing business.. As told to Anindita Sarkar FOTOCORP

1(:60$5.(7,1* THE MOBILE INDIAN SURVEY Karbonn Gets to the Top Since July this year, Sony Mobiles has been grabbing at least four slots in the Handset Hotlist survey of The Mobile Indian. News Bureau

few months ago, who would have thought that Indian hand- TOP 25 HOTLIST - NOVEMBER 2012 A set player Karbonn Mobile Rank in Rank in Change Brand and Model No. Price would challenge the dominance of Oct ’12 Sept ’12 (`) well-established MNC handset play- 1 NA New Karbonn A21 10,000 ers for a place in the minds of Indian 2 1 -1 Nokia Asha 311 6,224 consumers. But now, according to 3 8 5 Samsung Galaxy Y Duos Lite 6,990 the monthly Handset Hotlist survey The spokesperson further adds, 4 5 1 Samsung Galaxy S Duos 16,900 of The Mobile Indian, for the first “Another trend that is being wit- time since its inception in June 2011, 5 6 1 Sony Xperia Miro 11,471 nessed in India is the rise in demand an Indian brand (Karbonn A21) has 6 4 -2 Sony Xperia Tipo Dual 9,500 for smartphones with at least four- moved to the first position. 7 NA New Sony Xperia J 16,500 inch screen size.” According to the data collected 8 NA New Nokia Lumia 510 10,000 In this month’s survey, 14 of the by a study of online preferences of 9 NA New Micromax Superfone A110 Canvas 2 12,500 25 handsets featured in the Handset over one million people who visited 10 3 -7 Sony Xperia Tipo 9,000 Hotlist have a screen size that is the website (www.themobileindian. 11 NA New Apple iPhone 5 (16 GB) 45,000 four inches or bigger, and seven of com) in October this year, the most those smartphones are from Indian 12 NA New Samsung Champ Neo Duos C3262 3,000 searched for smartphone in India players. is Karbonn A2, which is based on 13 2 -11 Micromax A87 Ninja 4 5,600 Nokia’s Asha 311 was at second Android ICS. 14 NA New Karbonn A9+ 9,000 position this month, followed by This is a remarkable achievement 15 NA New Karbonn A7+ 7,000 Samsung Galaxy Y Duos Lite. for Karbonn, whose phones failed to 16 NA New Samsung Galaxy Note II N7100 34,500 Also, 13 new handsets have made figure for a full 12 months since the 17 20 3 Micromax A25 4,000 it to this month’s Hotlist, three of Handset Hotlist survey was intro- 18 13 -5 Nokia Asha 305 4,295 which are from Karbonn, two each duced initially. It first appeared in 19 12 -7 Samsung Galaxy Y Duos 7,700 from Samsung and Sony Mobiles, the list in June 2012 - straight at No. and one each from HTC, iBall, 20 9 -11 iBall Andi 5c 12,999 2 - with Karbonn A9. Nokia, Micromax and Spice Mobiles. Sony Mobiles, too have embarked 21 NA New Sony Xperia U 12,500 The major losers in this month’s on a rapid growth path as five of its 22 NA New Spice Mobiles Stellar Horizon Mi500 12,500 list were Samsung Galaxy SIII, los- latest smartphones have featured in 23 25 2 Samsung Galaxy SIII 34,900 ing 15 positions and LG Optimus the list of top 25. Since July, Sony has 24 NA New HTC Desire X 19,800 L3, which fell by 14 ranks. Other been grabbing a minimum of four 25 NA New iBall Andi 4.3j 10,000 handsets that declined are Samsung slots in the Handset Hotlist survey. Galaxy Ace Duos (13 places), Nokia Commenting on the survey, a spokesperson of September, when it started selling its smartphones Asha 305 (12 places) and Sony Xperia Neo The Mobile Indian says, “Right timing, aggressive and tablets under the Karbonn Smart brand, seem L (11 places). „ pricing and a steady flow of new products since to be paying off for Karbonn.” [email protected]

ESPN-STAR SPORTS two Twenty20 (T20) matches, thus those for the current India-England expecting to earn over `180 crore. series, being sold at about `3.25 The plans are set for two-three co- lakh per slot (ODI) and `6 lakh per presenting sponsors, each at a cost of 10-second slot (T20). Earning Big about `12-13 crore. Marketers believe that the tour- Also, the network plans to have ney will have a very high brand recall This India- series was not a part of the about six associate sponsors, at a cost and huge reach. The media analysts annual calendar of the BCCI. By Raushni Bhagia of `9-10 crore each, with an offering also mention that the recent matches of about 360 seconds (for each ODI) between the two countries (an ODI SPN-STAR Sports (ESS) is all and 180 seconds (for each T20) of in March and T20 in September, set to cash in on the forth- free commercial time (FCT). ESS 2012) had garnered TVRs in the Ecoming India-Pakistan cricket is reportedly charging a very huge range of 8-12, which are very high, series, which has come as an addition- amount for 10-second slots, too. considering the core male TG. al tourney in the annual calendar of On an average, each ODI has Interestingly, out of the five the BCCI. The series has come on the about 10,000 seconds (1000 slots) of matches between December 25, 2012 platter, as the England cricket team ESS expects to FCT, while a T20 has about 4,000 and January 6, 2013, three are sched- will be on a Christmas break from the seconds (400 slots) of FCT. The uled on holidays. The first ODI is ongoing India-England series. earn over `180 channel has set the rate of each slot on Christmas Eve, while the first The broadcaster is charging a pre- for the ODIs at `7-8.5 lakh, while the and third T20 matches are scheduled mium from the advertisers, despite crore from this slots in T20 matches are being sold at on Sundays (December 30, 2012 and the fact that the series has only three the rate of `9-10 lakh per slot. January 6, 2013). „ one-day internationals (ODIs) and tourney. These rates are much higher than [email protected]

26 afaqs! Reporter, December 1-15, 2012

32,1762)9,(: Has Social Media, a Platform for Self-expression, Become a Dangerous Forum? A few days ago a couple of youngsters in Mumbai were hauled up by the police for expressing their views on Facebook. Has the very purpose of social networking sites - free speech and public display of personal opinion - been defeated in today’s volatile times? By Ashwini Gangal

3$9$1'8**$/ 1$1',1,6$5'(6$, 3$57+$6,1+$ &$-(7$19$= Advocate, Supreme Court of India Sociologist Managing Partner, BBH Independent Brand Consultant FOTOCORP THE ENTIRE CASE HAS THIS NOT ONLY I THINK THE WHOLE TWITTER AND DEMONSTRATED THE CHALLENGES THE IDEA OF ‘VOLATILE FACEBOOK ARE COMPLETE INADEQUACY NATURE OF SOCIAL TIMES’ IS BEING BEING EQUATED OF THE INDIAN CYBER NETWORKING USED AS A DIVERSION TO THE PRINT LAW. THE LANGUAGE FORUMS BUT ALSO TACTIC TO SUPPORT A AND ELECTRONIC AND SCOPE OF PROVI- MANIPULATES CYBER LAW, WHICH IS MEDIA IN TERMS OF SIONS USED UNDER ARTICLE 19 OF THE FUNDAMENTALLY, PUBLISHING Section 66A are very wide and Constitution, which is Freedom of draconian in nature. Section responsibility. This is a big are capable of distinctive var- Expression. Not allowing people 66A of cyber crime law which paradigm shift which society is ied interpretations. to express their views violates led to the arrest of the two beginning to grapple with and The section talks about any Article 19 and goes against con- girls, mentions ‘...any infor- the government is struggling to information that is grossly stitutional validity. In the days mation...for the purpose of monitor. While newspapers and offensive or has menacing ahead, some people may watch causing annoyance, incon- TV channels have to register and character, with no guidance as what they say on social network- venience...’. So, causing have their editors responsible to what is ‘grossly offensive’ ing sites not because they want annoyance and inconvenience under the PRB Act, self-publish- or has ‘menacing character’. to but because they have to; would be punishable and ing individuals like you and me This also brings up a huge they’ll do so out of fear. hence one day, some politi- have to take responsibility for conflict with Article 19 of the Creating a fear ethos and fear cal party or minister may get every tweet and Facebook update Constitution of India that psychosis amongst the public is ‘annoyed’. Somewhere, the lat- under Section 66A of the IT Act guarantees the fundamental not a charitable thing to do in est amendment has made the amended by United Progressive rights to freedom of speech a democracy. It’s like a sword law completely ridiculous and Alliance II in 2008. This does not and expression. People need hanging over people’s heads and against freedom of speech. augur well for the brand image to be careful about what they it goes against individual free- Common people will have of the world’s largest democracy. publish on social media, as dom. It’s like holding the country to think twice before venting It spells dictatorial law where there are certain restrictions to ransom. Hope citizens proac- their frustration on any form debate and criticism are intoler- on online free speech. But, tively come together to challenge of internet media. It may start able. What I fear is the extension there is also a need to amend this in a court of law. Hope the creating interesting vocabu- of such thinking to other areas of the Information Technology vocal minority isn’t overcome by lary where people will be able free speech and expression like (IT) Act, 2000, so as to ensure the silent majority. to say things without saying blogs, YouTube, SMS and even that provisions like Section them explicitly. It will be dif- copywriting. If it is found ‘offen- 66A are not used to the detri- ficult to kill freedom of speech sive’ to anyone, the writer can be ment of online free speech. with some draconian law. arrested.

28 afaqs! Reporter, December 1-15, 2012 Gujarat Election Update by Divya Bhaskar

Implication of Gujarat Election on INSIGHTFUL AND Chief Minister Narendra Modi IN-DEPTH COVERAGE OF Less than 105 Seats Will be weak inside BJP GUJARAT ELECTION Inside BJP but will not be easy to claim 110 Seats National Leadership Will BJP's indifference to North Indians in Surat affect their chances? Claim in National Leadership of BJP becomes There is a clear picture of first seat in Surat will be allocated to a More than 120 Seats strong. 2014 Election would be a close game phase election probable North Indian leader. But the North between Modi (BJP) and Rahul (Congress) candidates and also the fact that Indians have not been considered BJP has been indifferent towards for the allocation of tickets resulting the Hindi speaking populace in widespread dissatisfaction especially the North Indians within the entire community. This spread across Gujarat. There was might affect the voting in the Because Gujarat a common notion that at least one coming days. North Indian Voters in Gujarat Will Decide Gujarat State Ahmedabad Surat Baroda 50 lakh 10 lakh 8 lakh 2 lakh Indian Political Equations, The North Indian vote in votes. Narendra Modi even lent his Ahmedabad, Surat , Vapi, presence to a mammoth program Vadodara and Gandhidham may organized in Surat under the aegis Future of Political Stars become decisive. There are more of the North Indian Community. than 20 Vidhan Sabha seats with The leaders of both the major more than 5,000 North Indian political fronts were present during & Future Strategies Votes , where political parties are ‘Chhat Puja’, with the intention of prepared to woo voters who have “Mat (Vote) Puja”. The parties at the National Level come from other states and settled encouraged active participation in it in these constituencies. Both and now will it deliver needs to be Congress and BJP have held looked at. workshops to woo North Indian Hanging of Kasab to benefit Congress in Gujarat Party We can not directly relate this BJP leaders have failed to find BJP Nominated North Indian Community members in Jilla incident with the Gujarat anything that can help them to Panchayat & Mahanagar Palika Elections but did not Legislative Assembly Election criticize Gujarati Congress leaders allocate any seat in the first phase of Vidhan Sabha which is just round the corner. like Shankarsinh Vaghela, Elections However, the issue of terrorism is Shaktisinh Gohil, Siddharth Patel Congress Made consistent efforts to consolidate votes through not limited to Mumbai or or Arjun Modhwadia. an 'Anyabhashi (Other Languages) Cell' and have ; it is a national BJP and Congress, the two main pleased them by allocating one seat in Surat problem. The people of India have political parties in Gujarat, are not forgotten that Daud Ibrahim, almost at the same level when it Want a ticket: Work in such a manner that, the main accused of 1993 Mumbai comes to religious sentiments or bomb blasts, is roaming scot-free secularism. Gujarat's Congress allocating a ticket becomes a compulsion: in Pakistan. workers are still not very K K SHARMA of Bihari Vikas have settled here. Leaders who To this date, despite no fault of its comfortable with Muslims. On the Parishad places his point of view have risen from them should not own, Gujarat Congress has to bear other hand, Gujarati Muslims are on representation of North Indians ask for a ticket on the basis of the the brunt of people's ire for the not very happy with the political in election. It is not appropriate to population of their representative misdeeds of the Congress leaders strategies and functioning of the get disappointed or dissatisfied if a community but should showcase sitting in Delhi. People have hardly local Congress unit. However, ticket is not allocated. People have such work that it becomes any grievances against Gujarati Muslim voters of Gujarat left with migrated to gujarat from different imperative for any party to allocate Congress leaders, may it be local two political options to vote for BJP states for business or employment the ticket. leaders or the Members of the or Congress – are expected to opportunities and some of them Parliament from Gujarat. Even continue voting for Congress. Most Insightful and In-depth Coverage of GUJARAT ELECTION 1(:6',*,7$/ GIFTBIG.COM BURSON-MARSTELLER Facebook Gifting Country Tweets recent study by global public relations With GiftBig Friends’ Club, users can gift vouchers of various brands and communications agency Burson- A Marsteller on countries branding that are available with Giftbig.com on Facebook. By Biprorshee Das themselves on Twitter highlights how most countries have underutilised Twitter’s potential hile the realm of social media expands, (Giftbig.com’s parent company) tells afaqs! to promote awareness about themselves. marketing on the various social plat- Reporter that the initiative will help its merchants Titled Twiplomacy, it reveals how nine out Wforms is getting innovative as well. engage directly and effectively with customers. of 193 UN member countries officially own Brands engaging with consumers on social media “A big challenge for brands today is how to con- the twitter handle having their country names. is old news; what is not is the new ideas that are vert their online following into footfalls. GiftBig Interestingly, India is not one of them. The @india being thought of to keep the consumers interested. Friends’ Club is a platform that facilitates that. It GiftBig.com, an online destination for gift leverages the power of social media to reach a wide vouchers (or gift cards) of various brands, for customer base. We aim to provide brands with instance, is riding the wave, taking its services to an effective marketing platform driven by viral, the Facebook platform. The portal has launched word-of-mouth marketing and giving consum- a new initiative called the ‘GiftBig Friends’ Club’ ers another mode of easy gifting. The key that allows Facebook users to send giftft carcardsds ooff a didifferentiator is the capability to engage wide range of merchants and brands, eelectroniclectronic cconsumers, trigger and track Facebook or physical, to their friends on thee pposts on to the sales purchases at the social networking platform. bbrand stores in real time,” he says. The gifting platform, SoLoMap While vouchers bought and redeemed account that describes itself as ‘everything about (Social to Local Marketing eensures the core objective of sales is India’ is owned by a private individual, who is Platform), is the first of its kind to aachieved, it also guarantees that a brand assumed to be living in China by his tweets. be launched in the Asia Pacific region,n, is spoken of. “It is not advertising- Fortunately, India has not lagged behind in claims the company. led communication. The user ‘gifts’ a other social media channels such as YouTube, The gifting process is as simple as uusingsing gift card. The brand’s logo and details where the government has its own channel. It any other social apps on the platform.form. are all there on their Facebook time- is one of the 19 countries to have an official On the GiftBig Friends’ Club page, line. That particular post is far more channel (a majority of them run by the tourism the users have to sign in using their effective. This is one more avenue department of the countries) on YouTube. Facebook login. Their friends list is for our partner brands,” Pratap adds. The study data collected this month also extracted and details regarding their Giftbig.com has around 70 brands states how the Twitter handles of three out of birthdays are displayed. including Titan, Puma, Nike, Allen five countries are protected, dormant, inactive The users can choose the gift card Solly and Flipkart, whose vouch- or suspended. And, about 50 per cent of the of the desired amount to be sent to ers the company sells online. The 71 active accounts tweet automated news feeds any of their friends. The friends in initiative is built internally by it’s about the country. However, @GreatBritain, turn receives a post, which asks for technology development team. @Israel and @Sweden (a citizen diplomacy their address for the delivery of the Pratap states that as per a survey initiative jointly managed by Sweden Institute card and can then go to the brand by QwikCilver, the Indian gift card and government tourism agency Visit Sweden) outlet to redeem the voucher. market has been growing at 145 per have fared well in branding themselves, TP Pratap, chief marketing cent in the last one year. „ the study indicates. „ officer and co-founder, QwikCilver Pratap: online to footfalls [email protected] [email protected]

COCA-COLA Dynamic Digital Presence ‘debate board’, which will poll read- Coca-Cola India’s website will still have corporate ers on a range of Coke-related topics. content but the focus will be to resemble a digital Clyde Tuggle, senior vice-pres- ident and chief public affairs and magazine than a company website. News Bureau communications officer, The Coca- Cola Company, says, “Coca-Cola he Coca-Cola Company layout, design and editorial focus Journey is the most ambitious digital has decided to replace its now will closely resemble a digital project and we are doubling-down Tcorporate website with an magazine than a company website. on our commitment to be a quality interactive digital magazine to use Titled ‘Coca-Cola Journey’, the publisher of compelling content. We digital communications to drive digital magazine will feature uni- Tuggle: at the core of Coke hope Coca-Cola Journey will be a business results and share the Coca- versally important topics and social place where people will share their Cola system story with the world. causes, apart from company news. content by type (stories, opinions, curiosity about the world, engage in While the website will continue It will showcase original and curated brands, videos and blogs) and topic stimulating debate, and find out what to house corporate content such as content with an aim to spark dia- (brands, business, community, is at the core of Coke.” The launch press releases, investor information, logue and tell the story of Coca-Cola entertainment, environment, health, issue’s cover story is on its commit- SEC filings, company reports, execu- in a creative and refreshing way. history, innovation and sports). It ment to support schools in India „ tive biographies and job postings, its The magazine will showcase will also include infographics and a [email protected]

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FROM ADS TO FEATURE FILMS THE BIG RUSH Agency creatives are making it big in all spheres of the film industry - writing, direction and music. Ad professionals turned movie-makers share their experience on the balancing act. By Shibani Gharat

*$85,6+,1'( 5$.(<6+2035$.$6+0(+5$ (1*/,6+9,1*/,6+ 5$1*'(%$6$17, Shinde is the fresh one of the lot. The creative director at Lowe shot Mehra is a renowned ad filmmaker having created ads for Coke, Pepsi, into instant fame with English Vinglish, Sridevi’s comeback film. Toyota and many more. His feature successes are and Delhi-6.

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Balki accepts that his first love has always been feature films. His FOTOCORP Sarkar was a late entrant. The ex-creative head of Contract Delhi last movie Paa received many accolades. directed his first venture Parineeta when he was 50. The movie was a big success.

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Banerjee worked with TBWA Anthem and Contract. He has films like Joshi is another advertising biggie who has made it big in the film FOTOCORP Khosla Ka Ghosla, Oye Lucky! Lucky Oye, LSD and Shanghai (2012) to his credit. world. Today, he is one of the most sought after lyricists in Bollywood.

5$-.80$5+,5$1, 5(16,/'¶6,/9$ ,',276 678'(172)7+(<($5 Hirani edited ad films for many years before he became a movie Meridian’s former ECD has written screenplays for movies like director. All his directorial ventures, Munnabhai series and are blockbusters. Rang De Basanti and . His directorial debut was Kurbaan. &29(56725<

auri Shinde, who recently achieved seconds in a two-hour long feature,” Deo states. ‘‘We wrote 12 drafts fame for directing the movie, English “When an ad filmmaker directs a movie, it ends up before the film Vinglish, is the newest name from the looking much better,” he insists. went on the floor. ad world to have turned into a feature Unfortunately that Gfilmmaker. She is part of a long and distinguished LIMITED IMAGINATION queue that has built up over the years. n ad films, all processes are driven by the client’s can’t be a real- From the likes of Satyajit Ray to Shyam Benegal Irequirement. This limits the thought process. ity in advertising. and the more recent successes like Pradeep Most ad filmmakers can be found complaining In advertising, a Sarkar, Dibakar Banerjee, Abhinay Deo, Rakeysh about this. Ad filmmaker, Sabal Shekhawat recalls timeline of even 15 Omprakash Mehra and have all how a client rejected a film on the basis of strategy days is considered a added to the magnetism of 70 mm. And it’s not even after the film was shot. luxury.’’ just the ad filmmakers who have started directing But when they enter the feature film world,

feature films – people from varied advertising they find the freedom liberating. This new world FOTOCORP backgrounds have worked on different aspects of is like a large white canvas, which they can fill with feature filmmaking. The list is quite long. Even their own colours of imagination, not governed by India, who co-directed the children’s film Chillar Shinde’s husband R Balakrishnan, better known as someone else’s need. Party, shares his experience on writing the movie. Balki, is comfortable riding on two boats as head of As Rensil D’Silva, ex-executive creative He says, “We wrote 12 drafts before the film went an agency and a feature film director. director, Meridian Communications, who has on the floor. Unfortunately that can’t be a reality Though, the two worlds – advertising and written screenplays for several movies and has in advertising for reasons that are understood and feature films – may have different approach towards accepted by all of us. In advertising, a timeline of storytelling, there are immense similarities as well. even 15 days is considered a luxury.” afaqs! Reporter discovers the common points is of a similar opinion. between the ad world and the feature films, while Interestingly, Shinde too, had her crew from they still try to stand apart. ‘‘When an ad advertising for English Vinglish, including the filmmaker directs cameraman. “This was a huge advantage as I did THE FIRST STEP a feature, it ends not have to depend on my producer to make dvertising creatives mostly follow a different up looking much the choices for me. Otherwise, being a first time Astyle of storytelling and those nuances also better because director, you need to depend on the producer to influence their filmmaking when they enter the he believes in make the choices for you.” world of movies. It’s a fact that both advertising and features detailing.’’ FEATURES NOT A CAKEWALK, EITHER require equal amounts of passion, craftsmanship Abhinay Deo he longer duration of the film allows the and a good understanding of the audience to make Tstoryteller to develop characters better and a project successful. However, what differentiates improve the pace of the film. For instance, one the two is that advertising is far more structured. could talk about a span of a few years in the movie It tends to discipline people because there are so directed the and Gangs of Wasseypur. “The same can be achieved in many levels in the hierarchy. starrer Kurbaan, comments, “Movies are a form of an ad film as well, but in a restrictive manner,” Working on a 30-seconder also forces a self-expression. They are purely from the point of says Deo. filmmaker to have an eye for details. An ad view of a writer and the director. Ad filmmaking, Shinde makes an interesting observation on on the other hand, is a democratic process. People this. “You want to make every frame count in have to agree on the story being told.” advertising, whereas you want every scene to However, many are wary of this as well. count in features. At the same time, you don’t ‘‘In the feature According to , director, Apocalypso want to lag and have unnecessary scenes that don’t filmmaking process, Filmsworks and a noted ad filmmaker who has make sense,” says Shinde. an ex-advertising also held senior positions at Contract, the presence Feature films also have their own set of person as a of the agency acts as a filter for the ad filmmaker challenges. The 150-odd minutes in feature films colleague may and finally, helps get a better finished product. The may provide a larger canvas to narrate the story at not have all the marketing and the research teams also try to fill in leisure. But, there is also the pressure of holding any lacuna. These filters are often missed by the on to the audience for that time. Bates India’s answers but will feature filmmakers. definitely point out Sarkar, who directed the widely acclaimed and the flaws.’’ awarded movie Parineeta, claims that he was lucky to have had as the producer ‘‘It isn’t easy to of the movie. write a two-and- Ram Madhvani, the veteran ad filmmaker a-half-hour script. filmmaker is habituated to thinking in terms says that in the feature filmmaking process, an People have the of frames. He tends to do more minute work. ex-advertising person as a colleague may not option of walking In advertising, every dialogue, every movement, have all the answers but will definitely point out out of the theatre if every hand gesture is important. “When you see the flaws. Delhi Belly, you will realise that there are a lot of It’s not just the limited arena of thoughts, even they don’t like the small things hidden. You realise it only when you to come up with an idea within the deadline is a first 15 minutes of see it for the second or third time,” says Abhinay thorn in the eye for many. Creative people often your film.’’ Deo, noted ad filmmaker and the director of the find it limiting when they have to think of an idea movies Delhi Belly and Game. in the limited time of 24 hours to a week. “A non-ad man wouldn’t worry about 30 Nitesh Tiwari, chief creative officer, Leo Burnett ECD, Juhi Chaturvedi, the script writer for the Both advertising and features require equal amounts of Hindi movie , says, “It isn’t easy to write a two-and-a-half-hour script. People have passion, craftsmanship and a good understanding of the the option of walking out of the theatre if they audience. However, what differentiates the two is that don’t like the first 15 minutes of your film.” advertising is far more structured and disciplined. FRQWLQXHGRQSDJH>>

afaqs! Reporter, December 1-15, 2012 35

1(:6',*,7$/ TRIBAL FUSION their web pages enables Tribal Fusion to deliver the new formats at greater scale. Tribal Fusion’s global display network reaches Interactive Ad Formats more than 450 million unique users worldwide every month and over 75 per cent of its display The company’s own versions of ‘Sidekick’ and ‘Pushdown’, banner inventory is enabled for the new units. “Innovating these new forms of ad units two of Internet Advertising Bureau’s Rising Star online ad formats. means the scale available to advertisers reaches a News Bureau whole new level”, says John McKoy, managing director APAC, Exponential lobal display advertising provider, sharing features. On closing, Interactive. “Because Tribal Fusion, a division of Exponential the unit collapses and page advertisers can leverage our GInteractive has launched their own content moves back to its advanced audience targeting versions of ‘Pushdown’ and ‘Sidekick’, two of normal place. capabilities, they will be able Internet Advertising Bureau’s Rising Star online Tribal Fusion’s versions to reach their most valuable ad formats. of the units work in the prospects with these highly The two ad units, the company claims, will help same way but run in more impactful and engaging deliver high-impact, user-initiated campaigns to commonly used display campaigns,” he adds. advertisers’ target audiences at scale. banner sizes, enabling them to The new units also provide The new executions take the basics of the be offered by many more web a consistent and recognisable Sidekick and Pushdown formats promoted by publishers. The company’s “Innovating these new end-user experience. Both the Internet Advertising Bureau but differ in key direct relationships with web forms means the scale include similar animation ways to drive higher rates of interaction and make publishers combined with available to advertisers features in the basic ad-inviting them available at greater scale. The move allows its technical integration with the user to interact. Consumers advertisers to combine the benefits of advanced reaches a whole new who have engaged with the online audience targeting with highly engaging ad level.” units before will recognise the formats. JOHN MCKOY invitation in future campaigns. Both units aim to deliver high-impact campaigns “Our versions of Sidekick and user-initiated brand engagement in online and Pushdown take the best campaigns through mini-website experiences that Over 75 per cent of the Rising Star initiative and evolves them to open up when a user clicks or rolls over the grow the scale at which they can be delivered basic ad. Once initiated, the units move the page of its display banner and establish consistency in the user experience content either to the side or down to reveal a inventory is enabled for that drives consumer acceptance and engagement much-expanded ad in which advertisers can add rates,” says McKoy. „ product information, video content and social the new units. [email protected]

<< FRQWLQXHGIURPSDJH towards feature films. The advantages Many ad filmmakers go overboard the same pace as an ad film, it would are many but one also needs to be with budgets in feature films to take 400 days to complete the film. cautious about not making the age- achieve a high level of creative In fact, in feature films, the director The Big Rush... old mistakes. satisfaction. For features, too, one has to shoot around four scenes in a It is said that freedom comes at needs to keep a tight budget. “There day, which many ad filmmakers find THE NEW GEN a price and this holds true in this should be some method in the excessive.” ne reason why ad filmmakers situation as well. For instance, in the madness. That is where producers The movement from ad films to Ohave experienced better case of ad films, budgets are frozen and line producers keep a check on features continues to strengthen. In acceptability from the audience before production commences and the director,” says Sarkar. the past, an ad person working on a of late is that the audience itself one is also not playing around with The other common trend among feature film was a matter of surprise. has changed. As R Balakrishnan, huge amounts. ad people entering the feature film No longer. They are accepted today chairman and chief creative officer, arena is the desire to make a different as natural migrants. Agrees Sarkar, Lowe Lintas India and director of kind of film. Says Deo, “To succeed, who made his first feature film after the movies Cheeni Kum and Paa, one needs to be obtuse and yet have he crossed 50. “The success of many says, “Today’s movie audience have a sense of commercialism.” have influenced many more.” become more receptive to new ideas, Deo feels that finance depends The list of these names is already concepts and stories.” upon the script and casting, while long but there is an even larger Many feel advertising itself has cast depends upon the script and number of ad folks who have their evolved because the audience for who the director is. “If you have a stories ready and approaching the advertising has evolved. “Advertising good cast, you get good money. If feature film business. They are either has to move very quickly – whether you don’t get good money, you can’t writing the stories on their own or it is styling, acting, colours, shocking make a good film. If you don’t make taking help from others in the film dialogues or sound effect,” says Deo. a good film, how will you get a good industry. In ad films, an idea or a concept can ‘‘You want to make every cast? It is all interlinked.” ‘Filmmaking’ as a profession was work only twice or thrice. In the frame count in advertising As mentioned earlier, ad looked down on by many Indian fourth attempt, it is most likely to whereas you want every filmmaking is a disciplined affair families, says Balki, who himself got turn into a blind spot. Whereas in scene to count in features. but this discipline also has its into advertising with an intention to feature films the same formula can disadvantages. As Deo puts it, “In do features, but continues to do both. be used for years. At the same time, you don’t an ad film, a film director is used The differences between the two want to lag and have unnec- to shoot a 30-second film in two exist, and the line between 70 mm LESSONS TO LEARN essary scenes that don’t make days. But the same doesn’t apply and advertising is getting closer by d filmmakers come loaded with sense.’’ in feature films. For instance, if a the ‘mm’ with each passing day. „ Aexperience when they turn Gauri Shinde 100-minute feature film is shot at [email protected]

38 afaqs! Reporter, December 1-15, 2012

352),/( _1(:6 V NATARAJAN I V-P, BRAND AND MARKETING STRATEGY I DELHI PRESS Embracer of Challenges

By Rashmi Menon Natarajan’s move to Business Standarddard in 2008 was a logical transition, he adds. Here, he sspearheadedpearheaded the n ardent student of management, V Natarajan launch of the business paper’s Hindii and Gujarati has never been shy of challenges. Though print versions. “I found there was a largege market for Afrom a Tamil family, he grew up in Kolkata business papers in regional languages,”” hehe avers. and graduated as a mechanical engineer from Jadavpur While the Gujarati paper has closed down,down, University in 1988. he believes the Hindi paper is a really goodgood Subsequently, he got through to XLRI but wanted product. He then shifted to New Indianndian to use his engineering skills and joined Britannia Express, as vice-president, mar-mar- Industries in Kolkata. After working there for a year, keting, ad sales and brand, All India. he realised that it was all about people management. After three years of being with the So, he went back to complete his MBA. Natarajan newspaper, he decided to try his hand aass an chose Faculty of Management Studies, Delhi, for the entrepreneur. He joined his college matemate specialisation of his choice (business management). from FMS, who had started the businessess ofof After completing MBA in 1991, Natarajan joined putting up ads in doctors’ waiting roomsms in Madura Coats India, which was the Indian sub- Pune. He was responsible for its operation.tion. sidiary of Coats Viyella PLC. “Here, “We signed up aboutbout I learnt about production manage- 2,000 doctors and hhadad ment including pricing, distribution, “Business franchises in Chennainai promotion and production. I got and . ButBut experience dealing with B2B and gov- process and it didn’t work out as ernment clients, exposure to direction we needed to scale up distribution systems and brand/depot business and that meant a lot ofof operations,” he recalls. But in less investment,” he says as than three years, he shifted from intuitiveness a matter-of-fact, add-d- production to sales, where he rose to ing, “In a corporate setset become product manager. He spent help across -up, you take resourcesces around nine years at Madura Coats. as given but in a busi-usi- He joined Bausch & Lomb as general industries.” ness you need to haveve a manager, sales (all India) in 2000. firm eye on the costs aandnd His career in media started in 2004, when Natarajan work with scarce resources,” he says. took up the role of general manager at Businessworld. Recently, Natarajan joined Delhi PressPress His mandate was to look after all revenue streams, as vice-president, brand and marketingketing branding, operational expenses and marketing budg- strategy, where he will oversee brand man-man- ets. Although the marketing process in media was agement, circulation, sales and marketingting of different from what he was used to, he was confident all the magazines under the publication.n. SUSHIL KUMAR he could pull it off. After being in marketing for 21 yearsars anandd “I believe, business process and business intuitive- in the print media for eight years, Natarajanatarajan ness help across industries. Of course, the fact that we says, “The fundamental principles ofof mar-mar- sold the product at a loss took a little while to sink in,” keting remain the same, while the processrocess of he reveals. One of the achievements during his stint deliverables changes in print. I am passionateassionate at the business magazine was when his team regained and embrace all changes,” he says. the readership Businessworld lost when it doubled its Ask him if he still wants to try entrepre-entrepre- cover price from Rs 5 to Rs 10. “We changed models neurship and he optimistically replies,, “I wouldwould and built back numbers. That’s a major achievement approach it in a planned and cautious way.”way.” „ that I would claim,” he says. [email protected]@afaqs.com

9XM The theatres will showcase six- “We always try different touch points seven branded mandatory slides like stations and restaurants. Now, of 9XM during each show at vari- we chose cinema to reach out to our ous points like before the national customers on an uncluttered media.” Bade-Chhote in Cinemas anthem, during the interval and at 9XM aims to target the audience the end of the movie. in the age group of 15-34 years that The network tries to expand the reach of the Kapil Sharma, vice-president, consumes most of the content shown characters through Cinemax. News Bureau marketing, 9X Media, mentions, on the channel. As an extension to a recently ended year-long partnership he bollywood music channel between the two, where Cinemax 9XM has joined hands with played the promos of movie contests Tmultiplex chain, Cinemax during shows, the current deal is also India to promote itself as a primary signed for an year. He further adds music channel. As per the deal, about that any branding exercise complete- 70 Cinemax theatres across India will ly depends on the kind of audience showcase slides to promote 9XM they can target at that touch point. „ characters during movie-shows. [email protected]

42 afaqs! Reporter, December 1-15, 2012

1(:60(',$ RBNL Localising Even More While Big CBS has lined up new seasons of three older shows in early 2013, the new shows on the channel include Bridelicious, Gossip and Gravy and India’s Next Top Model. By Raushni Bhagia

eliance Broadcast Network (RBNL) has already made big plans for aggressive growth Rin 2013. As a part of this strategy, it has decided to bring in more localised content on the Big CBS network, that offers three channels - Big CBS explains that after digitisation, marketing will play a Spark, Big CBS Prime and Big CBS Love. Of the 13 “New ways of very important role in the sampling. He adds, “The shows finalised for 2013, five are India-centric local broadcasting will channels will have to aim to serve a more focussed productions. audience set. New ways of broadcasting will have to As per the network, the three largest properties have to be learnt be learnt and understood.” that are currently in the pipeline for the next year are in the The language channels of RBNL will also have American Idol, America’s Got Talent and X-Factor. New digitised era.” a lot of local content in the coming year. While Big Sherlock Holmes Season 1 will also be released paral- RTL Thrill will continue to focus on international ANAND lel to the New York telecast, while the America’s Got content, Big Magic and Big Spark Punjabi will have Talent will also run parallel in the US and India. CHAKRAVARTHY locally produced content. Interestingly, all the local productions are reality Big Magic and Big Spark Punjabi will have a cou- shows, shot in the target market of the channels. ple of local shows that will be common on both the The first one to hit the screens will be Bridelicious (on channels, but will be shot in their respective regions. Big CBS Love). The show narrates unique stories of “The marketing The first one will be Big Memsaab Season 2. Later in three designers competing to give three to-be-brides spends of 2013, a cooking show, Saas Bahu aur Swaad, will be the perfect bridal look. launched featuring celebrity chef Rakesh Sethi. Post Another show, Gossip and Gravy, will be launched channels will be that, Big Fame Star will look for the next filmstar of during the same time; it combines celebrity gossip more than the the region and will be shot in MP (for Big Magic) with some lip-smacking food. previous year.” and in Punjab (for Big CBS Spark Punjabi). Following these will be India’s Sexiest Bachelor Sunil Kumaran, business head, language channels, Season 2 (Big CBS Prime), India’s Glam Diva Season SUNIL KUMARAN Reliance Broadcast Network (RBNL) and language 2 (on Big CBS Love), I Love Style Season 2 (on Big TV head, Big RTL mentions that the marketing CBS Love) and India’s Next Top Model. Though the spends of the channels will definitely be more than formats of the shows have been taken from the inter- hospital drama show). the previous year, since the need to market will national versions that run on the channel, the shows The three channels in the network have telecast increase in the post-digitisation era. will be produced in India with local contestants. international content in the initial phase. However, Big Spark Punjabi started off with a promise to The network has earmarked about `7-8 crore for recently, the channel has started producing more telecast international content dubbed in Punjabi. marketing in 2013. The other international shows local content. The network claims to be preparing However, gradually, the channel started producing to be launched in the next year include Beauty and content for the post-digitisation period. India-centric content. „ the Beast (an emotional drama) and Emilly Watson (a Anand Chakravarthy, business head, Big CBS, [email protected]

WALT DISNEY Company’s product portfolio in the kids broadcasting space in India. While Disney Channel is a kids- led family inclusive channel targeting On its Way to Pre-school the 4-14-year-olds, Hungama TV is positioned as a mad-comedy and Disney Junior India, an ad-free channel, is an fun channel devoted to the same age group. Also, its content is main- extension of the preschool programming block on ly driven by Japanese animation. Disney Channel. By Anindita Sarkar Meanwhile, Disney XD is an action- based channel with a sharp focus on he Walt Disney Company, the morning hours. the 4-14-year-old boys. which so far has three kids’ Vijay Subramaniam, executive Disney Junior India will run Tchannels in India, has decided director, Disney Kids Network, ad-free and will be focus only on to strengthen its kid’s product port- Disney UTV, says, “Through the subscription. Its initial hub will folio with the launch of its fourth Disney Junior block, we learnt that be the top eight cities, including offering, Disney Junior India. The a very strong set of audience within Delhi, Mumbai, Kolkata, Chennai, other channels from the stable the kids domain is waiting to fill Hyderabad, Bengaluru, include Disney Channel, Hungama up the need for such a product. Subramaniam: for the youngest ones and Chandigarh. To begin with, the and Disney XD. While there is a lot of entertainment that the Disney Junior block will channel will be available on networks The latest product from the Disney there for kids, it does not necessarily continue to run on Disney Channel. that have digital connectivity and stable, Disney Junior is an extension resonate with these youngest audi- Interestingly, targeted at the soon on DTH too. It is currently of the preschool programming block ence. Hence we decided to extend two to seven-year olds across the available on Hathway, Incable, Den, on Disney Channel, which is brand- the programming block into a 24X7 SEC A, B and C audience, Disney GTPL and Fastway (in Punjab). „ ed under the same name and plays in channel.” It is pertinent to note here Junior completes The Walt Disney [email protected]

44 afaqs! Reporter, December 1-15, 2012

1(:63(23/(

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

hen Raj Kamble quit BBH India (as man- SMG’s practice and n a shocking move, Monica Tata has decided Waging partner) early this year, the industry driving the agency’s Ito put in her papers as general manager, flamboyantly hoped that he will be next associated digital ambitions. Entertainment Networks South Asia, Turner with any of the large networked agencies in India. Not to forget, Mitra International India thereby ending her nine-year In fact, he was in talks with a couple of agencies also runs Binary (approximate) stint too. However, finally, Kamble seems to have Edge, a digital media with the company. chosen to tread a different path. He has partnered education venture, She is currently with the newly launched agency, StrawberryFrog on a not-for-profit serving her notice (wherein he is also a stakeholder), as managing basis along with some period and will partner and chief creative officer with a promise to other senior digital leave the company build it in India right from the scratch. media professionals on December 31. And it’s just not a global agency like N PADMAKUMAR in Mumbai. Her responsibilities StrawberryFrog, which is betting big on this mar- Moving on, after will now be handled ket with the right people at its helm. In sync with 18 years in advertis- by Siddharth Jain, Cheil Worldwide SW Asia’s plans to build a strong ing, N Padmakumar aka Paddy and national managing director, integrated local team, the agency has roped in creative director of Rediffusion-Y&R, has decided South Asia, Turner MONICA TATA Saurabh Mathur to its client servicing team. to move on but more so to fulfill his long nur- International India. As senior vice- tured passions such as fiction and films. Paddy In yet another president, client feels that he has had his steepest learning curve development, Pratik servicing, Mathur with the Rediffusion Group, first as national Seal has decided to will work close- creative director of Everest Brand Solutions, and switch his domain ly with John Koo, then, as NCD of Rediffusion-Y&R. Paddy joined of expertise – from president and head Rediffusion Y&R as co-NCD, partnering with telecom to televi- of regional HQ, Minakshi Achan, in 2010, moving in from Everest sion. Seal, who was Cheil Worldwide Brand Solutions. heading the market- SW Asia. Until In the meantime, ing at Micromax, recently, Mathur Ayan Chakraborty, has joined Life OK was with Dentsu chief growth officer, the second GEC of PRATIK SEAL SAURABH MATHUR Communications, Percept/H too has Star India, to lead where he led the finally decided to the channel’s mar- agency’s efforts on all move on from the keting function. key businesses including Aircel’s very success- agency. While his This is Seal’s first ful Wifi and 3G campaigns. The fast growing next destination is stint with television. Panasonic business, including the launch of a new unknown but specu- Meanwhile, after sub category of the Cube Split AC and launch of lations are rife that a very long wait, the Ingersoll Rand group in India were also imple- he will probably start STAR CJ Alive has mented during his tenure. his own outfit soon. appointed Kenny Next in line, Publicis Capital has got a new AYAN CHAKRABORTY Chakraborty joined Shin as the new chief strategy officer Divyapratap Mehta, an Percept in July 2010 CEO for India. The advertising profes- and has more than 16 years of experience in adver- position had been sional with 16 years tising spanning across various categories such as vacant since Paritosh KENNY SHIN of extensive experi- FMCG, automotive, tobacco-liquor, media and Joshi, then chief ence on consumer telecom, and also across various markets outside executive officer at habits of women and India, as well. STAR CJ Network India, the home shopping youth across various Sanjay Kacker, senior vice-president at Celsius, network of the STAR group, put in his papers geographic markets. the experiential marketing division of DDB Mudra in April this year. Shin moves in from CJ O Mehta has worked Max, too has put in his papers. Kacker joined Shopping, the Korean conglomerate, where he on brands such as the agency in November, 2010 and was heading was in a key leadership role, having been with Reckitt Benckiser, Celsius from Delhi. He was also handling the new the company since 2002. Based in Mumbai, , Panasonic, business development initiatives for Mudra Max. Shin’s key mandate is to provide strategic direc- LG, Nestle and Before this appointment, Kacker was working with tion for STAR CJ’s long term growth plans in DIVYAPRATAP MEHTA Maruti. He joins Touchwood Entertainment as director, sales. „ the country. „ Publicis after spend- ing two years at Grey Group as vice-president, planning. DIGITAL Meanwhile, Arnab Mitra has decided edia technology company Komli Media Under the new leadership, Dalal will build to part ways with Mhas appointed three new people in its the technology platforms and expand them. Starcom MediaVest management team. Apurva Dalal, former head Bhargava will frame the product vision in dif- Group as nation- of engineering, site lead, Google Hyderabad, ferent platforms such as display, mobile, social al director, digital. has been brought on board as vice-president and and video. Mitra, who received head of engineering, while Rahul Bhargava will Puri, who will manage global business devel- his first lessons in dig- be vice-president and head of products. Ashwin opment and the strategic alliances group, spent ital marketing under Puri has been appointed vice-president and head over a decade in the mobile and consumer space David Wilson, owner, of global business development. Bhargava and in the US and APAC in product and business ePurple, played a key Puri move in from American Express and Vuclip, development at Sprint and VeriSign. „ ARNAB MITRA role in restructuring respectively.

46 afaqs! Reporter, December 1-15, 2012

%<,19,7$7,21 Well-known professionals write on issues that they feel passionately about

SHRIPAD KULKARNI Can Data Sell All?

nspired by the great Busybee, now the world famous case going on, and saluting him for the first a basic question pops up in my mind. week of ‘No TAM data’, I shall raise a few questions to the ‘too Should niche media (like news Ibusy’ advertising fraternity of India broadcasters) chase numbers? while I pen some nuggets (all my It is obvious that chasing figures own work). leads to entertaining stories and I believe good questions are very sensational journalism, and not important. Good questions are half trustworthy news. I don’t know of answers - sometimes, the full answer. many brand managers/planners who They are difficult and hence, often, put monies on niche media based many people avoid them. Of course largely on figures. some questions don’t have an answer. Also, haven’t we heard of news But those of you who wish to answer channels with high GRPs but lower these questions should first commit ad yield/ad share, and a channel to one of the three options: Yes, No, which charges rates disproportionate or DKCS (don’t know can’t say - if to TVRs by reducing the commercial we let consumers have this option, time or some ‘quality of audience’ why not for ourselves, too?) and then sales pitch? add views. Looking at the no data situa- Here goes the first question: tion positively, if we have to use such opportunities to improve Will the cable operator not find )HZTXHVWLRQVWRWKHWRREXV\DGIUDWHUQLW\ research quality, another question a way to not disclose the correct becomes relevant. connectivity figure? LQWKHILUVWZHHNRIQR7$0GDWD If we go by the guidelines, nobody can Can media measurement get a cable connection without a set research quality be improved top box. But if you closely study Paritosh: Agencies use all numbers digitisation, while GECs may show without contribution from the wire tangle above your apart- to negotiate and drop in rates is their a little decline. Overall, TV viewing advertisers? ments, you can easily form another only agenda... will go up a little. It is a well known fact that advertis- view. Ambika: Why can’t they just sell And, no weekly TV plan monitor- ing is a three-player game (advertiser, Besides, there is this issue of better! ing and course correction will give media and agency), with the con- finding the real story. And, there is I don’t think rates are as propor- many of them withdrawal symp- sumer as the referee. One doesn’t enough written already in Indian and tionately linked to ratings, as much as toms, but then, they should all go for need much research to find out that international media, even the records the sales heads in media companies a long holiday and learn to add far India is one of the lowest spend- of courts of some countries, about would like their CEOs to believe. more qualitative perspective to TV ers on consumer/media research in how you can never know the real And, most media miss the point and data and numbers in general. absolute terms, percentage of spends, story in quite a few cases and also on hence spend less time on strategy in That brings us to the research per capita or whatever. what all could possibly be manipu- sales - which, by the way, includes a agency perspective: Also, it goes without saying that lated in research. yield/revenue plan, rate structure, a media is the largest contributor to So, why would the cable operator negotiation policy, audit procedure Will not the research agen- media research cost. Again, it is a give away all the money he is pocket- and product category plan. cy make the most of this well known fact that media agencies ing - just like that? Now, a look at the planner/buyer opportunity? are in no position to spend more on perspective: Like anybody worth his salt in the research costs or anything else. Will not channels gain the most industry will tell you, any ongo- So, it follows that the third player by this digitisation? Do planners and buyers over-rely ing research carries a lot of baggage must contribute to improve research If one goes by the stories in the on ratings? through technology and methodology quality through investments in better media, it is a social well being story If one could record TV negotiation ‘fault lines’ which show over a period methodologies, to ensure that their but it is clear that broadcast media meetings, one would see a classical of time. Inertia, added to this, could advertising monies are well spent. stands to gain big time in subscription negotiations game being played, with even make the system unstable and And, this final point of view: revenues from a better disclosure by the planners and buyers showcasing the monopoly situation has the poten- cable operators. And I am not sure TV data as gospel. The fact is that all tial to bring about a downfall, too! In the final analysis, how many who else will gain by this. have planned festive campaigns on Would any research agency be of us truly have empirical or As far as the ad revenue of the available data. And, after that, it will naive enough to not use this chance research basis for 360-degree broadcasters is concerned, you be a sharp fall anyway. to tweak, alter or overhaul the sys- marcom budget split? „ should just study the Q&A of For example, my strategy team tem, as the case may be! Of course, Paritosh and Ambika at the recent believes that regional/niche genres the assessment will drive action. (The author is CEO, Allied Media TV.NXT conference: will surely gain in viewership due to While on the research agency and by Network.)

48 afaqs! Reporter, December 1-15, 2012

%<,19,7$7,21 Well-known professionals write on issues that they feel passionately about

ABHISHAKE DAS Finding My Faith

was at a nearby celebrity-filled her, but you really don’t understand tious viral, like an unstoppable STD, difficult to keep faith in a miracle that puja pandal when faith hit her more that you did before. It oh you want that viral so bad, don’t still hadn’t happened, at least not in me. Actually, it was an elderly is just that she is desirable now, you? Yes, you do. And you try so the way it was expected. Maybe, soon gentleman with the new iPad immensely so. You think about her hard for it too. But, at the end of the there won’t be any more looking Iwho did it; faith happened on its while your latest brand film dances day, you still don’t understand what down on my kind, maybe the under- own. And it was quite liberating, I seductively to bring some excitement it is that will keep her satisfied, make dog will succeed, maybe my kind must say. It was like waiting for an back into your relationship. But all her your woman. won’t have to wipe the plates for bits era, and realising - the wait was over. you can think of is whether digital So anyway, having come from the of food after the lords of mainline For those who cannot understand will approve of it, or not? Every time time when we sold 100 clicks for 100 are done devouring the better half of what I am all about, let me take you a you do something new, you run to bucks, to a place where my kind is a the turkey. And most importantly, few years back. her, you want to share it, you want novelty today, I can say this. And I maybe, just maybe, we won’t have I moved to ‘Digital’ around six her to like it and give you an infec- can tell you why and how it was so to fight tooth and nail with OOH, years back, and everyone thought I Radio, DM, CRM, ORM for a share was professionally suicidal. And why of the leftovers. Maybe, online will not? Digital, then was nothing more seem to be a better option than than that booty call you would make offline. at 2 am, drunk and desperate, when Anyways, where was I? Oh yes, all other ways of getting laid have had faith, she hit me. Right there, in that turned sour. And she would serve heady mix of incense, drums, chants you with a smile, like those underage and the smell of eggrolls; in the Thai girls, for nothing more than a form of a thousand glowing screens cheap tequila shot, always happy you around me. Yes, I could see the came. It was a place you would visit orgy of content shared, captured and in secrecy, and leave before dawn, created, by everyone, every section, back into the arms of your ‘above- every age group and every demo- the-line’ girlfriend. But today, it is a graphic the planners can cook up. I slightly different story. could see it firsthand, that she has Today, that geek with braces has infected every part of the society, matured and has all the right curves, there was no escape. I could see that and everyone seems to know a lot the people today are equipped for about her suddenly. You like her, multimedia storytelling, I could see you ogle at the ways she moves, you that it was no more a thing of novelty fantasise about doing things with her to anyone. I guess this is what it feels that no one has ever done before, but like to have fought for a cause, and most of all, you want her by your have won it. Well, almost! „ side, on your arm, you live in her afterglow. 'LJLWDOLQZDVQRWKLQJPRUHWKDQ Don’t get me wrong, you might (The author is creative head, digital, want her because everyone else wants WKDWERRW\FDOO\RXZRXOGPDNHDWDP McCann Worldgroup.)

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

BRITANNIA TIGER NISSAN EVALIA ANGEL BROKING Prior to this campaign, ads for the brand spoke about For the launch of Evalia, Nissan has unveiled ‘moves like Angel Broking’s latest brand campaign based on the thought providing the right energy, while this one talks about growth music’ campaign featuring six prominent musicians. ‘We for you’ aims to take forward the company’s promise of of the child and features Salman Khan. providing personalised service to customers.

Creative Agency: Lowe Lintas and Partners Creative Agency: TBWA\India Creative Agency: Publicis Capital Creative Team: R Balki, Arun Iyer, Rajesh Ranaswamy, Creative Team: Rahul Sengupta, Rahul Ghosh, Creative Team: Tanuja Goyal and Runjhun Jain Lohith Chengappa, Carl Savio and Mishti Srivastava Siddharth Deo and Souvik Dutta Production House: 7 Films Production House: Lintas Productions Production House: Red Ice Films Director: Lloyd Baptista Director: Prabhudeva Director: Producer: Ruchi Mehta PRINT WORLD TOILET DAY The ad is attempting to create awareness about sanitation on the occasion of ‘World Toilet Day’. EMIRATES FORD ENDEAVOUR The company has released a new brand campaign to build The ad endows Ford Endeavour with the standing of a awareness of its network strength across Europe, America King, conveying its efficiency to conquer the world. and Africa.

Creative Agency: DDB Mudra Mumbai Creative Team: Venkatagiri Rao, Meeti Shroff, Kudrat Pardiwala, Swati Ravi Nain and Ayush Marathe Creative Agency: Black Swan (India) Ideations Creative Agency: Global Team Ford OOH DIGITAL

VOLKSWAGEN LIFE OK AXE The automobile giant has launched a ‘Post It’ campaign to For its newly launched show, 2612, the channel has come Staying away from football-related contests and cliches promote the Polo and Vento range. The campaign is also out with a series of set of creatives that tend to warn such as ‘Who is the best player?’, ‘What will the score extended on the out-of-home media, too. Bus shelters, Mumbaiites, and the nation about the terrorist attacks, at be?’ and ‘Who will win?’, the creative spells out a voting information panels, capsule restrooms, vending kiosks the same time, urging them to be alert. The channel has game around the Euro Cup based on beauty and not skills. were used, apart from billboards. launched an out-of-home campaign too.

Agency: JC Decaux Agency: Mudra Max Agency: Digital Republic, Egypt Exposure: Mumbai, Delhi, Hyderabad Cities: Delhi, NCR, Mumbai

Got some great campaign that has been published recently? Upload it on afaqs! for the world to see. Visit: www.afaqs.com/advertising/creative_showcase

52 afaqs! Reporter, December 1-15, 2012 CITIBANK Celebrating Sentiments The multinational bank has launched Twitter conversation among customers to promote its festive EMI policy for Diwali. News Bureau

The Citibank kiosk releasing helium and air thought clouds

o tap the festive mood, The eco-friendly heart-and Citibank launched a new Tcampaign titled ‘Tweet a rupee symbol-shaped helium-air cloud, Dil Se’ targeting custom- ers in Mumbai and Delhi. The thought clouds, dissolved after one-day activation, which targeted floating in the air. Diwali shoppers over the weekend, intended to judge the customers’ Street Phoenix Mall, Mumbai. In MEC, says, “‘Tweet a cloud, Dil sentiments about how they would the evening, the thought clouds se’ is an activity that interconnects spend for Diwali. were highlighted by flashing col- online and offline spaces mirroring Conceptualised jointly by MEC, oured lights. the path that consumer journeys media and planning agency and According to the MEC spokes- have evolved to.” founding partner of GroupM, and person, a majority of the thought Sanjeev Kapur, CMO, Citibank, advertising agency Publicis, the clouds released were heart-shaped, says, “Consumers like to make per- campaign was executed using the indicating how people had tweeted sonal purchases as well as gift family technique of skyvertising. their preference in choosing senti- and friends during festivals, but are The campaign initiated live ments over bill while shopping for conscious of budgets and costs. Twitter feed under #DilVsBill gifts. She added that the thought Citibank understands these needs hashtag, where tweeple were clouds were eco-friendly and dis- and has provided an opportunity to engaged in conversation about their solved after floating in the air. amortise such expenses over a peri- Diwali shopping. Depending on the The activation aimed to pro- od of time, through EMI privileges momentum of the tweets, the heart mote Citibank’s special EMI offer at no extra cost. This allows them to and rupee symbol-shaped thought on credit cards, which offered manage their finances better, while clouds, made from helium and air, shopping for higher value with- enjoying the festivities with family were released from a kiosk at DLF out incurring any interest charges. and friends.” „ Promenade mall, Delhi and High T Gangadhar, managing director, [email protected]

Stories featured on this page highlight innovative marketing techniques using various media vehicles like print, digital and out-of-home. 60$57,'($

VODAFONE Tailored on Demand The major markets such as Gujarat, UP, Maharashtra, , Delhi, Tamil Nadu, , Karnataka and Bihar have been tapped with multiple surfaces. By Raushni Bhagia

elecom giant Vodafone has unique requirements need to launched several impactful be taken care of in a person’s Tcampaigns with high recall mobile service. She adds, “As value through the years, be it the mobile service is a very high use of its pug, the Zoozoos, the involvement area in a person’s Delights campaign, Internet is fun day-to-day life, it’s important that and the Gaming campaign. The cur- mobile service companies rec- rent campaign, 121, too describes the ognise this and tailor offerings personalisation of the talk time plans suited to individual needs. And, in a fun and catchy way. Vodafone’s 121 does just that.” The extension of the campaign on The communication is ampli- the out-of-home (OOH) platform fied through a mix of large and relates to the concept of personalisa- small format media across geog- raphies to target each and every Vodafone customer. More than 600 The six-week campaign is cur- surfaces carry the rently active pan-India on TV, radio and OOH, with particular campaign across is designed to customise offers focus on markets like Gujarat, Uttar Pradesh, according to the unique needs and Maharashtra, West Bengal, Delhi, Tamil Nadu, the country. preferences of individuals. Therefore, Rajasthan, Karnataka and Bihar. At last count, the campaign depicts three differ- more than 600 surfaces were carrying the cam- tion. Executed by Bates Landscapes, ent situations, each very relatable to paign, including billboards, bus shelters, signages, the OOH creatives are designed by the audience. The outdoor campaign gantries, bus panels, pole kiosks, station branding, Ogilvy & Mather. aims to reach the relevant consumer LED panels and trade fair branding options. One of the creatives showcases segment and dial up Vodafone’s cre- The campaign is an extension of the OOH the various neckline designs of girls’ dentials as a truly innovative and campaign that ended in September and depicted clothing, as described to the tailor, customer-focused brand. the message, Vodafone par payein full talk-time while another shows the designs of Anuradha Aggarwal, senior offer, dial karein *121#. A special innovation was beards given by boys to their barbers Aggarwal: made for you vice-president, brand communica- executed in Jaipur with a hoarding that was in the salon. tions, insights and online, Vodafone designed with a 3D cut-out of the backside of The message on the hoardings is, Vodafone India mentions that the brief given to the agen- a car, with LED effect to showcase the brand’s ‘Made for You’ Offer, Dial *121#. cy was that as an individual, each person has full-time talk offers. „ The company explains that the 121 service unique needs and different preferences, and the [email protected]

Stories featured on this page highlight innovative usage of media using various vehicles like print, broadcast, digital and out-of-home.

54 afaqs! Reporter, December 1-15, 2012

1(:622+ CROMA Thanking the Consumers The multi brand retail chain has initiated a BTL campaign to thank its customers. By Devesh Gupta

ith Diwali around the that depended on the person pressing corner, Tata Sons-owned the button. The van had different gift Wretail chain Croma went items like pencil holder and choco- through the streets of Mumbai to lates for children, decorated diyas thank its customers for their faith for ladies and other special gifts like in the brand in its latest initiative, headphones, pen drives and other ‘Moments of Joy Van’. electronic items. The initiative, carried out in Ajit Joshi, managing director, November, involved a green col- Croma, who flagged off the journey, oured van that traversed through says, “Most of the times, it is the cus- Bandra, Juhu, Oshiwara, Malad and tomer that comes to the store, so this Kandivali. Designed by the in house time, we thought of reaching out to team of Croma, the green van distrib- them, and what better time than the uted gifts to the people it met on its festive occasion of Diwali. We wanted way. People had to spot the van, come to thank them for believing in us.” to it and press the specially designed Joshi adds, “The gifts were not necessarily a Croma product. But the important thing was that we do not take our cus- tomer for granted.” When asked if the campaign aimed to promote sales during Diwali, Joshi reiterated that Croma is confident about its sales and this campaign had no strings attached to it, other than to reach out to its customers. “Croma caters to every gender, age and income group,” Joshi further added. The multi-brand retail store has been offering schemes like SBI ‘Cash Back scheme’, ‘Bundled product’ and ‘Touch Feel and Try’ to its cus- tomers to ensure that it retains them and is at a comfortable position in the retail selling market. With over 80 Croma stores across the coun- Joshi: thanking them try, the retail chain, launched in 2007, offers ‘Push for Joy’ button to get their gifts. This red more than 6,000 products in over eight categories and white button was placed on the backdoor of The customers had to that includes phones, cameras, computers, enter- the van. press the ‘Push for Joy’ tainment, home appliances, kitchen appliances, When a person pushed the button, a dispenser gaming and accessories. „ on the side threw out a little packet of joy (gift) button to get their gifts. [email protected]

POGO The Longer Formats In a normal week, the channel airs 10-15 movies, of which four to five movies are fresh content while the remaining ones are repeats. By Raushni Bhagia

urner International’s sec- premiered in a single week, includ- ond kids channel, Pogo has ing their home productions - Chhota Tdecided to air more locally Bheem and The Rise of the Kirmada. produced movies in the next year, In a normal week, the channel repeat value of any show is very high which it calls ‘longer format shows’. airs 10-15 movies of which four to Locally, it plans to in case of kids. “If they like a show In 2013, around 20 per cent of five movies are fresh content while or a movie for the first time, chances the content on the channel will be the remaining ones are repeats. It acquire movies, are very high that they will watch it movies, while the remaining 80 per is learnt that the channel is plan- especially those not for the second time as well. Also, the cent of programming will include the ning to increase the number to stickiness towards the longer for- regular half-hour shows. about 20 movies per week. made for a mats is much higher than that of the For the festive seasons, the chan- Krishna Desai, head, content and nel had lined up six movies to be programming, mentions that the theatrical release. FRQWLQXHGRQSDJH>>

58 afaqs! Reporter, December 1-15, 2012

1(:6%22.6 5HDGLQJ5RRP RAPID METRORAIL GURGAON LINE LS KRISHNAN Business Head, Amagi Media Branding Spree urrently, I am reading two Two stations of the Rapid MetroRail Gurgaon Cbooks simultaneously. One is The Innovator’s DNA, by Clayton line (RMGL) will be branded as Vodafone and Christensen and Jeff Dyer, which has Micromax stations after the telecos entered into helped me to challenge some of the myths that we have about innovators an accord with the company. By Devesh Gupta and when I look around me, I see lot of innovators in our daily lives, many of fter invading Metro stations them will not be written about! with different media, corpo- The other one that I’m reading is Arate houses are ready to take Whatever the Odds, The Incredible Story over entire stations, giving India their Behind DLF by K P Singh. Though we first set of stations with corporate see the success of an enterprise, we do not see the struggle behind it most names. Located on the five km long often. This book gives a ringside view of K P Singh’s character which Gurgaon MetroRail line, the two made DLF what it is today. metro stations in talk are Belvedere I generally don’t have any specific choice of genres. I read from a range Towers and Moulsari Avenue that of fiction (Indian Authors such as R K Narayan, Manohar Malgaonkar and have gone to the Vodafone and Satyajit Ray) to management books. Though I must confess I still enjoy Micromax, respectively. RMGL has hired experts to reading my daughter’s collection of Asterix & Obelix. The station names are yet to be design different aspects of the Metro Well, having said that, I do have few of my favourites, which includes finalised but they will be tentatively stations to give an aesthetic look. 2 States by – I am a south indian, born and called Vodafone Belvedere Towers Kumar says, “Station’s corporate brought up in Delhi and I could relate to the and Micromax Moulsari Avenue. conceptualisation hasn’t begun; it traits of a Tamil and Punjabi family. It really con- Kumar, senior vice-presi- will take off only when the line nected with me and I enjoyed the humor in all its dent, Rapid MetroRail Gurgaon line will be ready to go operational. Our originality. My other favourite is The Secret Letters (RMGL), says, “These companies architects will collaborate with the of the Monk Who Sold His Ferrari, by Robin Sharma. can design the metro stations in their brands’ creative team for designing.” Next, I would be reading Innovator’s Dilemma by own creative ways, provided they RMGL began scouting for adver- Clayton Christensen. do not disturb the tisers last year with As from my childhood reading, I remember stations’ aesthetics, road shows and con- all the books ranging from Nancy Drew, Hardy the visitor can get ferences, promoting Boys, Enid Blyton, Tintin, Amar Chitra Katha and a feel of the brand. the line. Augustine Ruskin Bond. I can even tell the characters!! But, However, the sta- says, “We were in ask me about what meetings I had last week and I tions’s front side is talks with RMGL for will not remember (laughs)!! „ barred from it. The a long time.” As told to Raushni Bhagia brand name will be RMGL is talk- engraved on top of ing to companies the stations’ name.” for branding other He adds that stations also. It is << FRQWLQXHGIURPSDJH PM and Sunday, 12 PM which inci- presence of brands also scouting for dentally competes directly with the shouldn’t be incon- advertisers for train sister channel, Cartoon Network’s venience to people wrapping and is in The Longer... Masala Popcorn at the same slot or affect safety. “It will be talks with several on Saturday. However, Cartoon RMGL, a spe- a complete banks but nothing is shorter format shows,” says Desai. Network has a break free movie slot cial purpose vehicle finalised yet. Locally, the channel plans to make at 12 PM. of Infrastructure branding exercise. Though 90 per some key acquisitions of movies, “We are trying to build the Leasing & Financial We may set up cent of RMGL’s especially those which are not made Saturday movie block on Pogo, for a Services (IL&FS), revenue will come for a theatrical release. The chan- long time now. It has begun to gain has entered into a retail outlets through fares, only nel has two movie slots branded as momentum now and we would want five-year agreement later.” 10 per cent will come ‘Lights Camera Pogo - Saturday, 2 to keep it that way. However, the with both telcos and ANDRE AUGUSTINE through non-fare Sunday slots for the two channels will charge a month- activities like adver- have always remained the same, and ly rental of `3 lakh. tising and others. are doing well enough,” says Desai. Micromax and Vodafone will be Kumar says, “We’re not as big He adds that recent statistics given 20-25 per cent of the stations’ as other Metro lines, hence, such suggest that the channel has been space, along with a 1000 sq. ft retail branding activities will gener- earning about 30-40 per cent viewer- area. Regular advertising, newspaper ate good income that will keep the ship from the adult (15 +) audiences. stands and coffee kiosks will con- project steering. We don’t have gov- This is almost similar across short tinue to function there. ernment grants so this money is and long format shows. However, Andre Augustine, media and pub- important to us.” 60 per cent of the advertisers, as per lic relations executive, Micromax As of today, the five km Rapid the channel are the ones targeting Informatics India and SAARC MetroRail Gurgaon line has six sta- kids directly, while the rest 40 per region, says, “It will be a complete tions and is expected to be operational cent are non-traditional advertisers branding exercise. We may set up by March, 2013. Kumar, however, like FMCG, white goods, financial retail outlets but haven’t decided emphasised that the branding exer- services and automobiles. „ yet.” However, Vodafone officials cise will not confuse people.„ Desai: movies are important for us [email protected] refused to comment. [email protected]

60 afaqs! Reporter, December 1-15, 2012 Corporates on the Road…

RAJAT UPPAL AMBIKA SHARMA PREM KAMATH GM, MARKETING, RED FM MD AND CEO, PULP STRATEGY HEAD, CHANNEL V

bought myself a new Harley Davidson iking is never boring! One such exciting o ask a rider to identify his most fun I Forty Eight this March. I love the bike’s Bone was a weekend trip to Ranthanbhore Tbiking experience is like asking a biblio- V-Twin 1200cc engine which gives me last year. What could be better than a long trip phile what their favourite book is. It’s simply enough power and acceleration to eat up six hours one way and six hours back with a impossible to pin down. That said, here are kilometres on a twist of a throttle. Tiger sighting in the middle. three that rank amongst the very top ones: So far, my favourite ride has been to The trip began at 5 am with all my gear Riding with my daughter: My six-year- Agra on the new Yamuna Expressway in strapped and a map in my pocket, solo on old daughter Gia is absolutely in love with my September this year. The expressway sur- a route I had never covered before. Two first bike, a Honda X4 1300. Riding within prised me that in India we could expect world hours into the ride, Just as I was thinking the city to various places has now become class highways to ride and is comparable to that I should slow down a bit while I was a standard Saturday ritual. Be it the mall, the Autobahns in Germany. The tarmac was overtaking a truck, I saw some thing out of cinema or even her morning drop to school, fantastic and I, with other 16 riders in my the corner of my eye. A second later some- it’s the bike that’s always her first option. My group rode their Harleys to Agra with fami- thing white and large came from the left, I daughter has even promised to ride it the lies following in cars behind. Though I ride instinctively ducked under the windshield moment she’s tall enough! at safe speeds, the expressway was inviting but the white mass came and hit me full force CSS Track School: Last year, I attend- and allowed us to cruise at 130-140km per on the helmet and exploded into a flurry of ed the California Superbike School in hour in safe riding formations without any white dust and feathers. My neck felt like Chennai. It is a three-day track school that hazards and stress. With a perfect expressway it dislocated and I was thanking my stars I is conducted by some of the foremost riding and pleasant weather, it was one of the most didn’t hit the ground, I stopped the bike and instructors from around the world including pleasurable ride any rider can ask for between got off, to check what hit me. I would have some current AMA (American Motorcyclist cities around Delhi-NCR. We stayed over- never guessed but a full sized Indian Crane Association) champions. Getting to ride on night at the Radisson in Agra and the bikers (Sarus) was lying in the middle of the road, a race-track under their supervision was an with spouses and kids had lots of fun sipping I felt bad for the bird but a little shaken up experience in fun and learning that has been their malts with music besides the swimming from my first bird hit at 200 km per hour. unparalleled. pool. The expressway does not have any pet- I removed my helmet and sat down next to Sunday Morning Rides: A group of rol pumps in the 230 km stretch, that being the road where my bike was parked. About eight-ten of us ride every Sunday morning to the only bummer. We carried our own fuel in the same time a family in a car realised “Oh different places within a 150-200 km radius jerry cans in the car behind and had to take a it’s a girl!” and then this old auntiji in a saree from home. We leave around 6 am and are couple of stops to refuel. On the way back we and half ghoonghat came running and started back home by 10 am usually. Getting to ride lost track of the car carrying the fuel and had scolding me “Mummy ko phone lagao, how did on largely empty roads at speeds that would to wait for an hour, making it an interesting she let you drive this and that too alone!. That usually be unthinkable is truly uplifting and experience for some new riders in the group. aunty is part of my favorite travel incident. scary at the same time. -2%6:,7&+ JOBSWITCH Post: Graphics Artists Location: Mumbai Email: Pratyay.dasgupta@capgemini. Company: Dott Advertising & Email: [email protected] com Marketing ...... Profile: Naturally creative Post: Business Development Post: Business Manager and passionate about the job Manager Company: Rabbit Digital (communication/advertising). Ability Company: Pansworld Television India Profile: Work on new business to understand brief/requirements Pvt. Ltd. pitches. 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62 afaqs! Reporter, December 1-15, 2012