WEEKLY ADVERTISING, MEDIA & MARKETING NEWS - VOLUME 14, ISSUE 29 - 31 DECEMBER 2017 ` 1 0 0

A LOOK AT THE ADVERTISING WORLD IN 2017 - BOTH HITS AND MISSES - AND OUR PICK OF THE 10 BEST CAMPAIGNS OF THE YEAR

CMO FEATURE UNWIND INTERVIEW ‘EXPERIENTIAL ‘TIRTHAN VALLEY MARKETING WAS JUST THE ‘OUR STORIES WILL TALK IS THE WAY FORWARD’ GETAWAY I NEEDED’ TO THE AAM AADMI’ ROHIT SURI SAURABH KOCHHAR LYDIA POLGREEN Jaguar Land Rover India Co-founder & CEO, Global Editor-in-Chief, Hungton Post foodpanda India #PRIMETIMEAWARDS

Presents

2nd Feb 2018 ITC GRAND CENTRAL, PAREL, BLOCK MUMBAI

YOUR DATE THE GRAND JURY JURY CHAIR JURY CVL SRINIVAS RAHUL GAUTAM SILVIA TALLON BELSON COUTINHO DINESH MENON AKASH DEEP BATRA Country Manager, WPP India Vice President, Marketing Senior Marketing Director Sr. VP - Marketing Chief Marketing Officer Head of Brand CEO, GroupM South Asia Ford India Reebok eCommerce & Innovations State Bank Of India Communication and Jet Airways Corporate Brand, Nestle India

RAJ RISHI SINGH RAM MEHROTRA BHAVANA MITTAL SEVANTIKA BHANDARI VIVEK SHARMA Director Marketing Pepsi VP Sales & Marketing Regional Head, Media, Digital Chief Marketing Officer Chief Marketing Officer PepsiCo Kansai Nerolac Paints Ltd. and Communications, SoA Dewan Housing Finance Pidilite Industries Ltd. Reckitt Benckiser Corporation Limited (DHFL)

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Contact us for more information: Sanyogeeta Chore- [email protected] | +919167473770 Kanica Grover- [email protected] | +917738055194 For Partnerships, Please Contact: Runa Sinha - National Business Head | [email protected] | +91-9810497903 Sneha Walke - VP Special Projects & South Head | [email protected] | +91- 9845541143 Ashish Kudalkar - Regional Manager West – Sales & Business Development | [email protected] | +91-9820541742 HERE’S TAKING A LOOK AT THE CREATIVE HIGHLIGHTS OF 2017... his last issue of the year journalist and author Lydia Polgreen 2017 is all about taking had spent around three years in India. stock of the advertising While that was the time the country was Tthat has happened in the being rocked by the 2G scam, it did not year that is fast drawing to a close. take Polgreen a lot of time to realize that With the aid of creative gurus the opportunities present in the country and other industry honchos, we made it a future haven for digital news take a look at the top ads of 2017 media consumption. Back in the country - ad campaigns that were heart- again, this time as the Global Editor- warmers, shockers, and those that in- Chief, Huffington Post, Polgreen is always figured in conversations. excited about the opportunities that India Turn the pages and read our now presents, thanks to the availability cover story to find out about all of inexpensive data and smatphone the campaigns that got everyone’s penetration. She talks to IMPACT about attention for all the right and investing in a newsroom in India that will wrong reasons. bear the trademark of HuffPost, and tell stories of triumphs *** and struggles of the ordinary people who live under strenuous When the loss-making Ford sold off its premium British circumstances. brands Jaguar and Land Rover to Tata Motors in 2008, it *** was considered to be one of the biggest deals ever made in the Travel, they say, is a great teacher. And Saurabh Kochhar, Indian auto sector. At the time of the purchase, then Chairman Co-founder & CEO, foodpanda India has been a good student. of Tata Sons and Tata Motors, Ratan Tata had promised to Not only does he make it a point to take a break from work keep the identities of both the brands intact. And he remained to spend time with himself and his family, he also extracts true to his words. Today, Jaguar Land Rover is known for the important lessons from his travel experiences that he later designs and capabilities that its cars have always been credited applies to both his personal and professional life. In this for. Moreover, in 2017, the brand has had a good run, says week’s Unwind, Kochhar shares how travelling to new places Rohit Suri, President & Managing Director, Jaguar Land Rover has helped sensitize him to different cultures, habits, people, India as it grew by 45% between January and September. In circumstances and locations and also taught him the art of our CMO interview this week, Suri gives us a peek into the patience and adaptability. strategies that have built the brand since its acquisition and *** its increasing focus on putting in place more experiential Meanwhile, as we approach the very last day of 2017, let’s properties, to bring customers up, close and personal to the hope for a great year 2018, where the economy looks up, ads cars, which Suri feels is an important factor that leads to are aplenty and people don’t switch channels when ads are conversions. aired! Wish you all a very happy and happening New Year *** 2018 – may it bring everyone success, may there be peace in During her 15-year stint with The New York Times, ace the world and contentment in our lives.

PUBLISHER & Dipali Banka I Editorial Contributor REGIONAL MANAGER - EDITORIAL, SALES & CIRCULATION EDITOR-IN-CHIEF [email protected] SALES & BD, WEST Annurag Batra Ashish Kudalkar | 09820541742 DELHI OFFICE B-20, Sector 57, Noida-201301 [email protected] Allan Dsouza I Trainee Correspondent [email protected] Tel: (0120) 4007700 [email protected] MUMBAI OFFICE: EDITORIAL DIRECTOR Rohit Dave | 09870701056 3/301 Kakad Bhavan, 3rd Floor, 11th Street, Amit Agnihotri SENIOR ART DIRECTOR [email protected] Opp Gaiety Galaxy Cinema, Shamsad Shaikh Bandra (W), Mumbai 400 050. DIRECTOR [email protected] Dhwani Dave | 9987032732 Tel: (022) 66206000 Nawal Ahuja [email protected] [email protected] Surya Prakash I Senior Designer BENGALURU OFFICE: Pooja Panchal | 09930013689 # 18, 3rd B Cross, Domlur II Stage, Bangalore 560071 EDITOR Abhijit Kelkar | Senior Designer [email protected] Srabana Lahiri Distributed by : [email protected] PHOTOGRAPHY GM-SOUTH & Central News Agency - CNA. Ashish Chawla (Mumbai) VP, SPL PROJECTS PRINTED AT NEWS TEAM Suresh Gola (Delhi) Sneha Walke | 09845541143 Spenta Multimedia Peninsula Spenta, Simran Sabherwal I Special Correspondent Vilas Kalgutker (Mumbai) [email protected] [email protected] Mathuradas Mill Compound, NM Joshi Marg, Lower Parel, Mumbai 400 013. SALES TEAM Prashant Kulkarni | 09886138249 (All rights reserved. Reproduction in whole Neeta Nair I Senior Correspondent NATIONAL HEAD- SALES [email protected] or part without written permission is [email protected] Runa Sinha I 09810497903 strictly prohibited. ) [email protected] Barun Deka | 097385 53913 An exchange4media Group publication Samarpita Banerjee I Senior Correspondent [email protected] [email protected] Anoop Nautiyal | 08130824948 [email protected] CIRCULATION & SUBSCRIPTION Christina Moniz I Senior Correspondent Gaurav Vadhera | 09818189504 Anandan Nair | 09819445200 [email protected] [email protected] [email protected] 14

CMO Interview 10 Creative Showcase 32 ‘EXPERIENTIAL MARKETING IS THE WAY FORWARD’ ROHIT SURI, PRESIDENT & MANAGING DIRECTOR, JAGUAR LAND ROVER INDIA

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Talking Point 12 CREATE AUDIENCE-CENTRIC CONTENT AND IT WILL FIND A PLACE IN THEIR HEARTS: SAGNIK GHOSH CHALLENGING STATUS QUO IS THE WAY FORWARD FOR VOOT: GAURAV GANDHI Interview 28 OUR STORIES WILL TALK TO THE GLIMPSES FROM 4TH EDITION OF E4M’S INDIAN AAM AADMI: LYDIA POLGREEN MARKETING AWARDS HELD IN GURUGRAM\ THOUGHT LEADERS SPEAK ABOUT MEDIA & ADVERTISING GROWTH AT INAUGURAL E4M CONCLAVE - SOUTH Unwind 30 38 ‘TIRTHAN VALLEY WAS JUST THE HOW I CRACKED MY FIRST TREK GETAWAY I NEEDED’ BY RAVIKANT BANKA, FOUNDER & CMD, SAURABH KOCHHAR, CO-FOUNDER & EGGFIRST ADVERTISING CEO, FOODPANDA INDIA + QUIZ

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Chief Minister of Uttarakhand, Trivendra Singh Rawat with Chief Minister of Uttar Pradesh, Yogi Adityanath and Subhash Chandra, Chairman, Essel Group & Rajya Sabha MP at the launch of ZEE Uttar Pradesh Uttarakhand by ZEE Media Corporation Limited in Lucknow

STORY OF THE WEEK AD & ACCOUNT INDUSTRY OLA ACQUIRES Starcom wins Kraft NDTV to lay off Heinz’s Rs 300 crore FOODPANDA 25% employees media account IN INDIA within one month tarcom, the media agency from the DTV Group has Sstable of Publicis Media India has won Ndecided to slash media duties for it's workforce by Kraft Heinz. The 25%. This follows the account is estimated Group's plan to initiate a turnaround to be worth by cutting costs in order to improve Rs.300 crore with IPG Mediabrands as the profitability. The media house had incumbent agency partner for the company. already intimated the BSE about this turnaround. Cipla Health awards Ola Cab operated by ANI Technologies Pvt. Ltd, has acquired Hotstar partners its media duties to online food delivery start-up Foodpanda India from its German with Awesomeness OMD Mudramax parent Company Delivery Hero AG for global content MD Mudramax has bagged the media in an all-stock deal that will see the Oduties of Cipla Health Limited (CHL). ride-hailing firm infuse $200 million otstar has The agency will be in Foodpanda India’s operations. Hannounced a partnering with brands partnership with under Cipla Health Awesomeness, a in their consumer media company serving the global Gen engagement initiatives across mass Z audience. The association will allow media/digital and below-the-line (BTL) hit series from Awesomeness including promotional efforts. Freakish, T@gged and Confess to The deal marks Ola’s foray into the reside on the platform under the online food ordering and delivery Hotstar Premium library. segment, so far dominated by Indian Times Internet players like Zomato & Swiggy. Ola will also look to take on rival Uber’s acquires spiritual food delivery service, UberEats that app, House of God was launched in May this year. Commenting on the development, imes Internet has Bhavish Aggarwal, Co-founder and Tacquired House of Chief Executive at Ola said, “With God, provider of spiritual content on Delivery Hero’s global leadership mobile. House of God was incubated and Ola’s platform capabilities at EROS Labs, a division of Eros and unique local insights, this Entertainment. The app has content Mondelez India launched its new innovation partnership is born out of strength.” spanning over 30,000 hours and Cadbury 5Star 3D encompasses different religions.

December 31> 2017 [ impactonnet.com ] 37093549

OGILVY INDIA LAUNCHES OGILVYRED PEOPLE Rajiv Suri comes on board as CEO of Shoppers Stop Retail major Shoppers Stop appointed Rajiv Suri as the new Chief Executive Officer (CEO) of the company. Prior to the new appointment, Suri was the CEO for the Majid Al Futtaim (MAF) Fashion Rohan Jaiswal, Senior Consultant, Data Strategy & Analytics, Debarghya Das, Principal business which is spread across close Consultant, Marketing Transformation, Sonia Khurana, SVP, Head of Customer Engagement, to 140 stores in the Middle East. OgilvyRed Consulting India and Kunal Jeswani, CEO, Ogilvy India at the launch of OgilvyRed Consulting India in Mumbai. Sagar Kargutkar joins McDonald’s as Director DISCOVERY TO LAUNCH Marketing & Comm NEW DIGITAL CHANNELS Hardcastle Restaurant, a subsidiary of Karan Bajaj, Senior Vice Westlife Development President & General and master franchise Manager, Zulfia Waris, of McDonald’s Vice-President, Premium restaurants in West & Digital Networks and South India, has appointed Sagar and Vednarayan Kargutkar as Director, Marketing and Sirdeshpande, Director Communications. Marketing & Audience Development, Discovery Shalini Rao to head Communications India at the launch of VEER by strategic planning for Discovery and RISE by Horlicks at FCB Ulka TLC in New Delhi Shalini Rao has been appointed to lead 13th edition of ABBY’s BBC Storyworks strategic planning for Horlicks, at FCB Ulka. Goafest to be held launches content In her last role, she from April 5 to 7 2018 toolkit for clients was global head of marketing for Taj Hotels, Palaces & dvertising BC StoryWorks Resorts. AAgencies Bhas unveiled a new Association of India initiative which allows (AAAI) and The clients to measure the Sharada Sunder Advertising Club, the organisers of the impact of their branded content and quits ZEEL as EVP, Goafest, have announced the dates sponsored editorial to understand regional channels for the 13th edition of the event. The the emotional engagement and Sharada Sunder, festival will be held from April 5 to 7, subconscious association shift it elicits Executive Vice 2018 in Goa. in consumers. President, Zee Entertainment A SNEAK PEEK AT WHAT Enterprises Ltd (ZEEL) THE INDUSTRY IS TWITTER-ING ABOUT has quit. Sunder was leading the business of regional Rishi Darda @rishidarda Harsh Goenka @hvgoenka channels focusing on Zee Marathi, #DidYouKnow that microwaves, Modi: Agli baar Gujarat mein khelne aao Zee Talkies, Zee Bangla, Zee Bangla saccharin, x-rays & brandy were tho century zaroor banana.Main tho zara discovered by accident? Interesting sa se chook gaya ! Cinema and Zee Salaam. ashish sehgal @sehgalashish1 Disney’s Kunal Lall Overall #Television viewership in #India reached 29 billion impressions. via @ joins Pitaara TV as BARCIndia National Head

Namita Bhandare @namitabhandare 24x7 Punjabi movie A condom ad that’s not sexually explicit? channel, Pitaara TV, Maybe we can pretend they are balloons? has appointed Kunal Lall as its national Sudhanshu Vats @Sudhanshu_Vats head. Prior to joining A story from our hearts that touched Pitaara TV, Lall was hearts across the world... Thank you associated with The Walt Disney for @BillGates for the shout-out. We @ viacom18 believe stories of social change five years as a senior manager for can change society for the better. @ South region where he was handling Viacom18Movies branded content.

December 31> 2017 [ impactonnet.com ] 10 FEATURE PRESENTED BY

ROHIT SURI | JAGUAR LAND ROVER INDIA ‘EXPERIENTIAL MARKETING IS THE WAY FORWARD’ Since being bought over from Ford by Tata Motors in 2008, Jaguar Land Rover (JLR) has written quite a success story in India. Having grown at 45% between January and September in 2017, Rohit Suri, President & Managing Director, JLR India is confident that its focus on experiential will help drive conversions and make it one of the most preferred luxury brands in the segment

BY SAMARPITA BANERJEE

PROFILE Rohit Suri is the President & Managing Director of Jaguar Land Rover India Limited. With over 29 years of work experience, he has been instrumental in establishing the Jaguar Land Rover business in India since its inception in 2009.

MARKETING TIP Q] You have chosen to stay away from TV positive for us because it enabled us to bring down advertising for some time now. Why? the prices. We had a great run in July, August Understand your The brands that we offer target a niche and half of September. But then the government product and then audience and are not mass products. We work raised the cess which had a dampening effect on device strategies that under contours of some budgets and thus have the market. It hit the festive season too. However, help you distinguish to carefully decide what channels we use for overall the year has been good. yourself in the minds of our campaigns. Since we are targeting a niche customers. segment, going all out in mass media doesn’t make Q] What gives JLR an edge over other sense. We are focussing more on experiential players in the premium segment? marketing and touch-and-feel. We have seen that There are a number of factors. There brands once the customer actually sees the car, the flip are recognised as one of the most iconic luxury is immediate. We focus on that, which is why we brands in the world. They command a certain do a lot of BTL. For us, experiential events drive respect and are looked at as a status symbol. A maximum conversions and thus our focus is on lot of our products have been runaway successes. that currently. People like to be seen being driven in these cars. Our prices are fairly premium and the moment Q] What kind of growth has the brand we tweak them a little, we get a lot of customers. witnessed this year, considering it has been We are also heavily-focussed on training. From the a difficult year for everybody... very beginning, we have had in-house trainers to This year we witnessed good growth. We grew ensure that our field force - sales representatives, at around 45% between January and September. retailer networks, technicians or front office staff, We are the fastest growing brand in the premium are all trained regularly. JLR has an annual global segment. This has been on the back of a lot of contest for technicians and out of the 11,000 who action that we have taken. We launched the new participated from across the world this year, a Jaguar XE Diesel and also re-priced some of our participant from India won the Jaguar contest models, making them more competitive. There and another was a runner-up in the Land Rover were a lot of customers waiting on the fringes to contest. This is a testimony to our focus on training buy our cars and we realised that tweaking our because eventually it leads to better after-sale prices a little could get them on board. GST was services. These cars are technologically advanced

December 31 > 2017 [ impactonnet.com ] 11 PRESENTED BY 50

attributes they represent.

Q] You are manufacturing quite a few cars locally. What more are you doing to give the ‘Make in India’ philosophy a boost? We have recently started manufacturing the F-Pace in India, which is the sixth model to be manufactured locally. As we see volume and a business case that we can justify, we will manufacture more cars here. It brings down the price of the cars as the duties come down. So, we are constantly looking at upgrading the list. Once you start producing locally, there are other economies of scale too.

Q] What are your plans for bringing electric cars to India? Are we prepared, infrastructure-wise? JLR has a raft of products which will be launched soon. One of the first ones to be launched early next year is I-Pace. Worldwide, JLR is gearing itself to enter the electric car market. We will bring all these products to India as well. We will just wait and ensure that a proper infrastructure is in place. We know once we get the cars here, people will buy them, but we don’t want our customers to realise after buying that the infrastructure, like charging points etc. are not in place. Electric cars are bound to come to India. The technology is evolving at a rapid pace. The battery cost has become almost 1/20th of what it used to be about only two years back. While the government is in the process of putting policies in place, it hasn’t happened yet and will probably take a little longer.

Q] What is the Art of Performance Tour all about? It’s all about showcasing the performance of Jaguars to the customer - what the car can do once you are behind the wheels. We take customers to exciting tracks like an airstrip where we line up our cars, put together ABOUT THE BRAND various obstacles and routines and make them follow these routines Jaguar Land Rover is a company that brings to push the cars to their limits. The idea is to show them how the car together two much loved, highly prestigious handles these situations. It’s not just about performance but also the British car brands. After Tata Motors acquired art behind it, which is why the name, The Art of Performance. Even for Jaguar and Land Rover from Ford in 2008, Land Rover, we have a host of experiential events where we take our it merged the two marques into a single customers to off-roading areas like Aamby Valley, where customers go up and down steep inclines or hills, wade through water, slush and company and its success has flourished, marshy land. Here again, we are trying to showcase to the customer the with memorable vehicles and innovative capabilities of the cars because these are not ordinary SUVs. They are technologies that add to a long-lasting legacy. capable of tackling almost any kind of terrain. We do this almost every month and it is very popular. and without the right people, you can have problems. India Q] What is the scope of the premium auto segment in India is one of the top markets in terms of after-sale services. We right now? also provide the best-in-class facilities that are built to global The story of the Indian premium auto segment is yet to take off. standards. All our facilities are world-class which gives people It’s mostly because we have very high taxes here. When GST was the confidence that their cars will be well taken care of and that rolled out, the prices dipped which suddenly led to a spike in demand. helps us as a brand. We also ensure that a high percentage of However, around 50% GST is applicable on some of these cars. It’s quite car parts are available in India. We also have put together a lot a challenge because it doesn’t allow the market to expand easily and the of experiential events which a lot of others haven’t. It helps us segment remains constricted. distinguish ourselves. As a result, for Jaguar, we have around 4.3 million fans on Facebook. Brands like Mercedes Benz or Q] How important are the Tier II and Tier III cities for JLR? Audi have between 2.8 and 3.7 million fans. Jaguar is outpacing Our latest showroom was launched in Vijayawada which is a Tier all the brands together. We also have Land Rover which has III town. We are also present in places like Raipur, Nagpur, Aurangabad around 2.9 million followers. On Instagram, Jaguar is No. 1 and and Lucknow. We have a total of 26 outlets across the country. We this is because of all that we offer. believe that there is growing potential in the smaller cities. But we make sure that we go there with proper facilities. The showrooms in these Q] Jaguar and Land Rover are two distinct brands with cities are at par with the ones in the metros. We don’t want to short- distinct identities and offerings. Are the marketing change the customer in any way. strategies for both the brands very different? The luxury auto market in India is very small currently. Q] What will be your broad marketing strategy for the next People buy these cars for the love of the brands and also few years? because owing them gives people a sense of pride. We have Our strategy will be largely to focus on experiential actions. We want many customers who own both the brands. To that extent, our to ensure that we are able to have customers experiencing the products. TG is actually the same set of people. But within that, there This is and will remain for sometime, a very niche segment. We also could be people interested in owning one of the two brands. So, have airport displays because that’s another touch and feel opportunity when we pitch Jaguar, we pitch it based on its attributes – the for consumers. We are all about ensuring that people are exposed to seduction factor, its beautiful design, look and performance. our cars as much as possible. That’s what our strategy will be led by. Of When we pitch an SUV, it’s all about its capability. Within that, course, that will be followed by Print and TV. we have Range Rover where we talk of capability along with luxury and comfort. Both brands are pitched with respect to the @ FEEDBACK [email protected]

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A PAGE ABOUT PEOPLE IN THE NEWS

CREATE AUDIENCE-CENTRIC CONTENT AND IT SAGNIKWILL FIND GHOSH A PLACE IN THEIR HEARTS: tar Bharat, the Hindi GEC from the Star India stable, was reborn in August 2017 in a refreshed avatar over its earlier form of Life OK. It has Sreached the No. 1 spot in a span of 15 weeks, according to the latest BARC ratings. Sagnik Ghosh, Channel General Manager, Star Bharat talks about the reasons that have contributed in taking the GEC to the top spot in such a short time. AUDIENCE-CENTRIC CONTENT: We launched Star Bharat with the intent of showcasing inspirational stories of strong and fearless characters that rise for the collective good. Before launching Star Bharat, we heavily invested in understanding the core Hindi GEC market and our consumers. We focused on creating content, not for specific audiences, but for the entire family. Four of our shows Kaal Bhairav Rahasya, Jiji Maa, Kya Haal Mr. Paanchal and Nimki Mukhiya are already amongst the top three shows in their respective slots. It only goes to show that when content is created keeping the audience at the centre, it is bound to find a place in their hearts. ‘BHULA DE DARR, KUCH ALAG KAR’: Our philosophy stands for overcoming fear and doing something different. Be it the inspiring journey of a happy-go-lucky girl Nimki who fights the patriarchy in her village to become the first woman mukhiya or the story of Vijay from Saam Daam Dand Bhed who single-handedly takes on the corrupt political system to fight injustice suffered by his family or the unwavering courage of an individual standing up against the tragedies caused by blind superstition and myths in the temple of Kaal Bhairav, our stories live and breathe the philosophy to inspire and move the audience to overcome fear in their own lives. WHAT NEXT: Thrilled by the success of the channel, we have already extended our fiction programming to six days a week, Monday to Saturday. We are starting the year with a new launch - Jai Kanhaiya Lal Ki. It’s a story about a family in Kolkata, their problems and how the lovable protagonist Kanhaiya solves their issues and brings the family together. You will keep hearing about exciting stuff from us. CHALLENGING STATUS QUO IS

THE WAY FORWARD FOR VOOT:GAURAV GANDHI iacom18 has given its Video on Demand platform, Voot, a shot in the arm by adorning it with a new brand and visual identity. The core focus areas Vfor the property, however, revolve around flexing its arm in the regional space, launching a premium service and foraying strategically into the international market. Gaurav Gandhi, COO, Viacom18 Digital Ventures plans for Voot. talks about the big CHALLENGING THE STATUS QUO: status quo on entertainment by raising the questionWe start ‘Why2018 byNot’? challenging We believe the users have the right to quality entertainment that keeps pace with their dynamic media consumption patterns and is completely controlled by them. Our new colour identity is purple, which symbolizes bold and powerful story-telling, high volumes of energy and a premium promise to our users. THE RIGHT REGIONAL MIX: Voot has 32 million active users with over 50 minutes of watch time per viewer per day and regional expansion will help those numbers soar. The regional content focus will include Voot Regional Originals being produced across four key languages (Kannada, Tamil, Bangla and Marathi) and over 30+ shows on Voot Kids being made available across six languages (Kannada, Tamil, Bangla, Marathi in addition to English and Hindi). THE PREMIUM SERVICE: We have managed to cement our position in the AVOD space and are now ready to offer the discerning user premium content, thereby exploring the SVOD space. Completely ad free, Voot’s premium service will include exclusive digital original content, international series and movies in addition to all content available through the regular service. MAKING A GLOBAL MARK: Voot International will take Indian content to the world and will provide an immersive product experience that will include 50,000 hours of Viacom 18’s VOD library, Voot Originals, Indian Kids content and linear television channels (localized for each key market). The service will start rolling out in key markets from the second quarter of 2018.

December 31 > 2017 [ impactonnet.com ] MARKETINGMARKETING TRENDSTRENDS 20182018 PITCHPITCH JANUARYJANUARY ISSUEISSUE

SOCIAL MEDIA MARKETING

FMCG

CONTENT AUTOMOBILES MARKETING INFLUENCER MARKETING

FASHION ART ARTIFICIAL VR & AR INTELLEGENCE

SPECIAL FOCUS - SUSTAINABILITY MARKETING Importance of Sustainability Marketing Building relationships with consumers through social and environmental investments Innovative marketing Purposeful Brands For more information about the Issue get in touch with Editorial Jyotsna Sharma (Executive Editor) : [email protected] Sponsorship Opportunities Runa Sinha, National Business Head: [email protected] or +91 9810497903 Sneha Walke, VP Special Projects & South Head: [email protected] or +91 9845541143 Ashish Kudalkar, Regional Manager West - Sales & Business Development: [email protected] +91-9820541742 14 FEATURE

Was 2017 simply an extension of the creative trends of 2016, i.e., long format videos, socially relevant messaging and thrust of digital? Or did it have more to offer? We bring you the hits and misses of the year gone by BY NEETA NAIR & ALLAN DSOUZA

December 31 > 2017 [ impactonnet.comimpactonnet.com ] FEATURE15

n what can be called a fairly lacklustre consumers. They know that the 30 second ad year for creativity, 2017 saw some or full page print ad is only going to get them campaigns, which momentarily had our the consumer’s attention for the first two-three Iattention but failed to impress us in the hours in the morning. Beyond that they are long run. Ironically, this year saw India’s best connecting with the consumer in the right ever performance at Cannes but neither did way, through the right content, messaging, the industry manage to create a mass favourite notification on their app, vendor support, like a Ambuja Cement’s Khali nor did we get a etc., which is really giving the business a lift. chance to collectively go ‘awww’ as in the case Otherwise, the consumer is flooded with so Winners of Ariel ‘Share the Load’. However, like each much of fragmented communication, that they year, we have made an attempt to incorporate just lose the message. You have to be with @Cannes all the talking points of the past 12 months. them during the moment of truth.” Taking a leaf from 2016, the long format Meanwhile, Shreekant Srinivasan, General videos were much in vogue in 2017 too. Manager, BBH India, says, “The 10-20 second Afghan Immunity Starting from Samsung Service ad which formats on Television today serve as trailers to Charm – McCann missed our 2016 list by a whisker because it lead people on to the digital platform, where a WorldGroup was released in the last week of December long story resides. Secondly, people are today just after we published IMPACT’s favourite paying money to not see advertising which is Savlon Health Sticks ads for 2016; to the #LaughAtDeath campaign why platforms like Netflix and Amazon Prime – Ogilvy & Mather by Medulla Communications that features are booming. So, I see the role of television patients battling death performing stand-up changing at two levels.” Adidas Odds – comedy for their families and doctors which Another big change according to experts Taproot Dentsu went viral for all the right reasons. is the way the Government has approached As Sanjay Gupta, CMO, Uber India says, advertising this year. Varun Goswami, Roads that Honk- “Creativity today comes in all durations. The ECD, Grey Group explains, “There is such 30 second commercial, once the holy grail of a trajectory on creativity when it comes Leo Burnett advertising, is clearly out of favour. Fit for to government campaigns, the shift is feed is the new mantra and it was great to see spectacular. Take the example of defence Da Da Ding- Wieden creatives ranging from 6 second commercials recruitment ads, today the imagery matches + Kennedy to 2-minute long form story-telling in 2017.” the cinema we have grown up on, such as Purpose-driven marketing campaigns using Top Gun. Also, if you look at campaigns like #ReleaseThePressure larger social causes took an altogether different ‘Swachh Bharat’, or ‘Beti Bachao’, these are all – BBDO India meaning with path-breaking campaigns like government initiatives, but the work doesn’t Star Plus #NayiSoch which questions gender look like what we used to call the stereotypical GiveHer5- L&K stereotypes that hold women back; as well as government work. It isn’t necessarily celebrity- Saatchi & Saatchi Vicks #TouchOfCare campaign on transgender driven or politician-driven. There are themes rights which hits the nail right on the head. and insights that you and I could connect to. (*Wins are for ads from Also, content that is emotionally engaging Their work looks like the work that a brand 2016+2017) continued to be the creative trend in 2017. would do if they were operating in that space. A slightly different view comes from So, it looks modern and thought through.” Narayan Devanathan, Group Executive & Talking about what the industry missed Strategy Officer - Dentsu India and Vasudha watching this year, Dheeraj Sinha, Chief Misra, ECD, BBH India. Misra says, “2017 Strategy Officer, Leo Burnett says, “The seems to be the year of hardworking creatives. Telecom sector would typically churn out a Work was more tactical than inspirational. mega campaign or a mega winner each year. Larger ideas were sacrificed for shorter That was a kind of let down considering duration and low budgets.” Devanathan that Telecom has been the narrative adds, “This year was about feminism. I wish builder for advertising for many years. But that brands go back to being proud of their e-commerce made up for that, in fact I would advertising, and to selling the product, because say e-commerce is the new Telecom for the in the last few years we have taken on this industry.” responsibility of saving the world.” But one can’t discount the fact that it has Another big change has been the been a fairly difficult year for advertising, willingness of brands to go beyond a mere with demonetization and GST wreaking 30 second ad, as content is becoming more havoc in considerable measure. Talking about important than the creative, considering that it whether there will be a spillover effect on the may not be able to sustain consumers for long coming year, Amer Jaleel, Chairman and CCO, based on only the one campaign. So one needs Mullen Lintas says, “After the hesitancy and to get the content right on social as well as watchfulness of 2017, it is likely that marketing other media where the brands are connecting and media will flood over and compensate with the consumer. Elaborating on that, Navin with decision-making and signing off on all Khemka, Managing Partner, Wavemaker, the initiatives that looked like they were only says, “Look at how Paytm is connecting with waiting for the calendar leaf to turn over.”

December 31 > 2017 [ impactonnet.com ] 16 FEATURE

TARUN RAI CEO, J. Walter Thompson, South Asia

I love the Jammu and Kashmir WHAT Tourism ad because it goes to the heart of the business we are in: of communicating THE by telling simple, yet powerful stories and delivering them through meticulous INDUSTRY execution. I met so many people who told me that they had tears in their eyes LOVED when they saw the film. The J&K Chief Minister, I believe, debuted on Twitter with this film. Another favourite ABOUT is ‘My Daughter Will’ which asked a much-needed question: ‘Why can’t daughters light the funeral pyre 2017 of their parents? We started a movement with this campaign and I am really proud of it.’

DELNA SETHNA VARUN DUGGIRALA Chief Creative Officer, L&K Saatchi & Saatchi Co-Founder and Content Chief, The Glitch

The three ads that have stood My three picks are Suede out for me this year have Gully which might seem been done across brands that obvious but this piece by would make my top three Puma truly captured popular in any year! Consistency of culture seamlessly while vision and creative thought making the brand a core leadership will always win part of it. To call it an ad or over all else for me. The first a music video doesn’t do it one is Tanishq: #ForYouMom. justice. Second is Wagga It’s a beautifully crafted Wagga oil just for the story of two very real freshness of the idea/ script women, sharing a very and narrative, this deserves real relationship. The other two are the ‘Asha-Bala a mention. And the last is Kaki Kartel- Netflix. For Vodafone Reprieve: International Roaming Ready?’ international brands, localization is such a key aspect and Pampers #ItTakes2 where the latter gets men of connecting with consumers in building relatability, to rethink their current behaviour without pointing especially with differentiated pieces like Narcos for accusatory fingers at them. Netflix. This film is an awesome example of just that.

AMER JALEEL DHEERAJ SINHA Chairman and CCO, Mullen Lintas Chief Strategy Officer, Leo Burnett, South Asia

2017 saw newer executions Let me start with Roads of genres that were born, say, That Honk for HP as this five years ago. There were piece of work solves a real more social experiments, problem on the ground more long-format stories, rather than just talk about more social-impact tear- it. The second one is Suede jerkers. It is a continuing trend Gully by Puma. It breaks the rather than a new one. Some traditional advertising format, of the work that stood out for is beautifully executed and me, was genre-defining when brings out the creativity and I saw it and what has stayed diversity of new India and with me ever since - Chonpur strongly links to the DNA of Cheetahs by Amazon, for contextual laterality, the brand. The third one is Last Laugh by the Indian MakeMyTrip for pushing celeb characterization and Association of Palliative Care. It is poignant as the HSBC story of human ambition for eking out nuances idea is about laughing in the face of death. Unlike from what looked like a dead-end campaign. most communication in this space, it doesn’t intend to invoke a sense of pity, instead leaves you with a sense of positivity about life.

December 31 > 2017 [ impactonnet.com ] FEATURE17

KUNAL JESWANI MANDEEP MALHOTRA CEO, Ogilvy & Mather India Founding Partner and CEO, The Social Street

The best ads of the year I loved Levi’s ‘Circles’, for me are obviously from Airtel’s ‘India’s Fastest Ogilvy India. The first one Mobile Network’, the has to be the Vodafone Durex Jeans ad featuring campaign that ran through Ranveer Singh, which the IPL, the old couple describes a girl’s and that we all fell in love with, guy’s perspectives - a experiencing data and beautifully done ad in having great fun with it. terms of product delivery The second would be the and insights. Then there is Star Plus Gurdeep Singh the Vicks #TouchOfCare & Daughters ad. It was campaign featuring a beautiful piece of work and really touched my the transgender mother and lastly Star India’s heart. Our Savlon handwash work comes next - the #NayiSoch. chalk campaign, i.e., hand wash seeped into chalk. So, when kids write with chalk and then wash their hands, they are clean. Again, a really nice piece of work. Lastly, the CEAT Tyres campaign was really outstanding work which ran through the IPL.

VINOD THADANI NAVIN KHEMKA Chief Digital Officer, Mindshare Managing Partner, Wavemaker India

One of the most revolutionary My top pick is definitely the launches within Finance ‘Shot on iPhone’ campaign category was the Aditya Birla because it was all about Capital launch, where they using user-generated are bringing almost 13 lines of content and interestingly, business under one identity. the pictures look so Then there was Mirinda - professional. Second has Release the Pressure, where to be my all time favourite Mirinda helped students facing - the Amul campaigns. This a slew of parental pressures year too, they came up with related to exams, convey fabulous stuff. Even Shashi to their parents what they Tharoor acknowledged were going through. The Star #NayiSoch campaign - the fact that he was featured in the Amul ad and starting with mother and moving on to daughters on thanked Amul for it. So, it has become an iconic thing Women’s Day, #AndDaughters with Aamir Khan. And to be a part of the Amul creative. Lastly, I loved the lastly, Motorola Vogon ad to showcase mods. Multiple #NayiSoch series by Star Plus. The campaign stirs a creative sets were made on the basis of the topicality lot of emotions. of search to showcase the mod. For example, if you search for music, the YT ad for sound booster will run.

NARAYAN DEVANATHAN MEGHA TATA Group Executive & Strategy Officer - Dentsu India Chief Operating Officer, BTVi

I like the Amazon campaign Amazon India’s series even though they keep of commercials under changing their tagline. It #ApniDukaan which hasn’t mattered to them as addressed the inhibitions they have been doing two of Indian consumers things right after all India against shopping is not about one insight, so online to the Star Plus nothing wrong in moving -Nayi Soch commercial from one insight to another. which generated lot of Also Amazon has a very conversations around powerful way of embedding gender stereotypes... themselves in the culture. Both Jio- Dhan Dhana Then there is the AMFI ad promoting mutual funds Dhan and Baahubali 2 campaigns had a definitive with the tagline – Sahi hai. It’s one of the most impact on their respective category consumption. insightful and well executed campaigns. The last While these are TVCs, I think the cover page of one is a campaign by Webchutney Bangalore for TIME Person of The Year with a picture of the Furlenco. They showed a matrimonial ad featuring a leading women behind #MeToo campaign which sofa. It was called ‘#PriyaWedsSofa’. stormed the world, is a very influential piece of communication.

December 31 > 2017 [ impactonnet.com ] 18 FEATURE

SANJAY GUPTA Head of Marketing, India - Uber

Good creative is personal. It makes you look at the product, service, your life and world differently. For me, 2017 was a year where creative was far more personalized. Some of this was forced due to the digitization of media, but some of it was also because the creative world chose to tell personal stories. This year was also all about getting to know my two-year-old daughter, and my favourite commercials are biased by this theme. So the first one has to be the Uber- Koi na ad. Then comes the Savlon Chalk Stick campaign, which is a great example of task unification and solves a real issue.

SAUMITRA PRASAD MANSOOR ALI Chief Marketing Officer, Kokuyo Camlin Chief Sales & Marketing Officer, Hamdard

One great TV ad of 2017 was My favourite ad for 2017 Surf Excel continuing with is LG - Astronaut. It is a ‘Daag achhe hain’ where the beautiful story set in small insight of accepting failure is town India, where a difficult- well executed. Great brands to-achieve career option don’t change their positioning becomes possible for a little and build on the creative girl thanks to sheer grit and strategy every year. Similarly, her mother’s sacrifices. LG another great ad was for TV is beautifully interspersed Saregama Caravan where in the story to create a a gift product for elderly moving and insightful brand people is communicated alignment. Another favourite well by a powerful and emotional story. Lastly, this ad is Gionee’s Selfiestan featuring Alia Bhatt. Love year’s KBC campaign beautifully depicts various slice this ad for its sheer vibrancy and Alia’s brilliant energy of life situations where individuals are bogged down and moves. It creates instant stickiness with its whole by difficult questions of life and their only hope is to attitude. Very youth, very now. change their destiny with the power of knowledge.

YouTube’s

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December 31 > 2017 [ impactonnet.com ] FEATURE19

CHAITANYA RELE VP Marketing - Havmor Ice Cream Ltd

The ad I love the SOME most is the Vicks #TouchOfCare campaign which was TREATS a really authentic story and beautifully FOR THE made too. Then the Vodafone films which played on TWITTERATI the idea of using technology and the elderly was superb. BY I can totally relate it to my grandfather. And TARANJEET the last one for me was the Havells ad - a SINGH tiger versus a fire dragon; the best part is that Country Director, they didn’t take themselves too seriously! Twitter India

JITIN PAUL CMO, Bharti AXA Life Insurance ike’s #Breaking2 campaign touched all of us I liked the Byju’s ad Nbecause of the inspirational message it leaves us featuring Shah Rukh with. This campaign was run on Twitter to promote Khan; the brand the brand’s Nike Zoom Vaporfly Elite shoes in the romanticizes the form of a #Breaking2 exercise. Nike decided to make concept of studying and history with the world’s best runners to break the education. It’s a lovely 2-hour marathon barrier. It wasn’t just Nike’s idea of fit for SRK to be there setting the record attempt that was authentic, but - romance king helps the way that Nike brought the attempt to the public romanticize education! through live-streaming on social media from a closed I also liked the Amazon Formula 1 race track in Monza, Italy. People from ‘apni dukaan’ campaign. around the world tuned in to potentially witness The highlight is the this moment in athletic history. In fact, till today, Indianization of a global brand, because that is #Breaking2 serves as a hashtag for inspirational one big barrier that most MNCs come across and tweets about exercise. ‘apni dukaan’ is a very Indian expression. Lastly, I really liked the latest campaign by Indo Star. ***

otorola wanted to expand their field presence Mand strengthen brand association with the biggest sports extravaganza of cricket – the Indian Premiere League (IPL). It recognized the potential for video to tap into the massive base of cricket fans and booked two weeks’ worth of video everyday with 14 First Views as part of its campaign. These First View videos were synced with all the league matches of their Team Rising Pune Supergiant. Additionally, Motorola worked with Twitter to send personalized Team Pune GIFs, videos and images UNUSED DATA WILL BINGO! ORIGINAL to every supporter who ‘liked’ their Tweets over the BE ADDED BACK STYLE- LIGHT AND course of the IPL, creating the first APAC campaign NEXT MONTH- AIRTEL TASTY CHIPS powered by ‘Likes’. Motorola also became the first POSTPAID PROMISE BINGO! AIRTEL INDIA brand to launch a role play quiz for IPL fans with personalized Direct Messages on Twitter, taking the public engagement to an individual level.

***

nother brand campaign that deserves the Aspotlight is the launch of Tata Tigor. Tata Motors partnered with Twitter to amplify the #TigorStyleback theme through a custom Twitter Studio. Influential guests were offered a fashion SUNFEAST YIPPEE! MOOD CENTER FRESH| MASALA-CRAZY MOOD CHALIHAWAAMASTANI make-over in line with the campaign message and HINDI TVC CENTER FRESH INDIA encouraged to showcase their make-overs using the SUNFEAST YIPPEE! Twitter Studio.

December 31 > 2017 [ impactonnet.com ] 20 FEATURE 10 ADS THAT GRABBED EYEBALLS Some ads from the year 2017 would have made you laugh or cry, others made you sit up in shock, seethe in anger or just fall in love. IMPACT presents the 10 best Digital and Television ads of 2017 that are a cut above the rest

Vodafone Asha & Bala

Meet the Bharatnatyam dancer and Padma Bhushan awardee couple, the Dhananjayans, who turned actors for Vodafone in what can be called incredible characterization by Ogilvy & Mather and the production house Nirvana Films. From getting a tattoo to parasailing, the elderly couple is shown to be keeping pace with technology (with a little help from 4G Vodafone network) using Facebook Live, Google maps, video calling and photo-sharing features in a series of ads that went viral.

views 1,229,928 (views of one ad only)

December 31 > 2017 [ impactonnet.com ] FEATURE21

Vicks - #TouchOfCare

This ad created by Publicis for transgender rights in India shows the importance of care beyond just the traditional perception of a family, while tugging at people’s heart- strings. Beautifully shown through the eyes of Gayatri, an orphan raised by Gauri, a transgender mother, the story reflects the challenges that Gauri faces from the rest of society. It is a daring step by the brand which makes a strong statement woven into exemplary story-telling.

views 9,683,470 (views of one ad only)

Titan Raga— #MomByChoice

Keeping up the tradition of socially liberating ads, this one helps break the stereotype on the role of a mother. In the ad, a pregnant woman is seen at a social gathering, talking about her mother, who doesn’t make round rotis or stay up late worrying till her daughter gets back home, instead does her PHD at 45 and travels the world and yet is the perfect mother. The ad made by Ogilvy & Mather very simplistically points at how motherhood is a choice and not a sacrifice.

views 864,073 (views of one ad only)

December 31 > 2017 [ impactonnet.com ] 22 FEATURE

Surf Excel – Haar Ko Harana

Surf Excel is one brand that has stuck to its ‘Dirt is good’ philosophy and has reinvented it every season, each time hitting a six. This ad set on the cricket field makes a similar point, through a bunch of young cricket players and a disheartened coach after the team loses its fifth consecutive match. In this minute- and-a-half ad made by Lowe Lintas, a kid is seen motivating his coach claiming that losing a match is not the end of the world. If kids get dirty in learning to defeat failure, then dirt is good, isn’t it?

views 7,126,356 (views of one ad only)

Brooke Bond – Forgotten

This ad made by Ogilvy and Mather, Mumbai is seen brewing more than an aromatic cup of tea - it brews togetherness. It holds your attention from the very beginning with the protagonist talking about his neighbour who is affected by a neurological disease - Alzheimer’s - and faces social alienation owing to it. The story-telling is simple yet effective, bringing the audience face to face with the glaring contrast in her life before she suffered the condition and post it, with a brilliant connect with the product.

views 3,491,503 (views of one ad only)

December 31 > 2017 [ impactonnet.com ] FEATURE23

Fastrack- Reflex

This innuendo-laden ad spot opens with a young woman noticing a man who takes a break between his exercise to check the activity tracker and figure how much of his goals have been achieved. When he retorts that he still has 350 more calories to burn, she offers ‘To help him with it.’ The film made byLowe Lintas ends with the line ‘gear up for some action’. Short and crisp and always leaves you with a knowing smile.

views 72,925 (views of one ad only)

Myntra – Instant Refunds

Interesting script, hilarious expressions and great use of a celebrity sums up the Myntra Instant Refunds advertisement made by Taproot Dentsu. The ad film exemplifies the hesitancy among shoppers from smaller towns to avail certain services or features related to online shopping, in this case hesitation to return a certain product purchased online. Dangal actor Fatima Sana Sheikh fits her small town shopper part to the T.

views 12,477,552 (views of one ad only)

December 31 > 2017 [ impactonnet.com ] 24 FEATURE

Ghadi Detergent – #SaareMaelDhoDaalo

Both the films made byADK Fortune seamlessly pull off the narrative against Mann ka Mael in two of its timely videos, one released around Eid and another during Diwali. Attempting to stand for cleansing beyond clothes, the campaign tackles the mael – aka ills in our minds in its dual messaging – that apologizing is easy, make way for new beginnings and get rid of the unfounded bias against certain people.

views 10,642,018 (views of one ad only)

Bajaj Platina: Jhatka Mana Hai

Bajaj Platina’s quirky and out-of- the-box campaign- Jhatka Mana Hai is clearly a visual treat. Made by Ogilvy and Chrome Pictures, the commercial has captured the new age India which still faces infrastructural challenges and communicates the comfort aspect of the bike. The catchy jingle ‘Jhoot Lage’ has also hit the right chords with the audiences. The ad blends creative thinking with functional benefits without sounding preachy and that’s why it is on our list.

views 116,535 (views of one ad only)

December 31 > 2017 [ impactonnet.com ] FEATURE25

Hike Messenger – No formality Diwali

This is quite a fresh take in the sea of emotional messaging by brands that does the rounds around Diwali. The story revolves around a boy who wants to surprise his parents and travels to his hometown only to find that his folks are holidaying elsewhere. What ensues is a blunt conversation with his uber cool mother on video call, obviously on Hike Messenger, who suggests to him to look at the bright side, hinting that he can now party in the empty house.

views 22,463,289 (views of one ad only)

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December 31 > 2017 [ impactonnet.com ] 26 FEATURE SOME ADS THAT FACED THE HEAT

ZOMATO, NO CUSSING PLEASE! YOUR ICE-CREAM AIN’T REAL! Cheekiness comes at a price, and Zomato learnt it the Amul and HUL clashed head-on with the latter dragging hard way when its Outdoor campaign received a severe Amul to court for calling its Kwality Wall’s ice cream backlash for a misogynistic innuendo that didn’t go down ‘frozen dessert made from vegetable oil’. The Bombay too well on social media. Left as red-faced as its banner, High Court went to the extent of pulling down Amul’s ice Zomato pulled down the hoarding within 24 hours and cream commercials for maligning the products of a rival also issued an apology for it, however not letting go of brand. the cheek. LAKSHMI A @LakshmiAjay1 SUHEL SETH @suhelseth Mumbai HC refuses to grant interim stay to HUL against Shame on you @ZomatoIN ! Absolutely shameful #Amul icecream ads.Amul tocontinue with our frozen what you’ve attempted to do. Your investors should dessert campaign-GCMMF MD-RS Sodhi be sickened by your behaviour! @smritiirani : this is BHARAT @ASKBHAARAT outrageous. @ascionline “frozen desserts” are masquerading as ice cream. ANU SEHGAL @anusehgal differentiate a Real Ice Cream and Frozen Dessert by it’s When you hire a delhi guy as Creative head. pack #Amul #MilkIceCream PRADEEP DWIVEDI @PRADEEPDWIVEDI SANGITA(JAIN)VASURAJ @SANGITAVASURAJ @Zomato Pretty cheeky but low ball campaign.. this is After all, #AmulIceCream had to tout their big win! :-) not chutzpah.. this is Idiotic and sanctifying an expletive Give me ice cream any day over those frozen desserts used commonly but never with intent of interpretation!! Sad what one does to be noticed !! #BeBetter ZOMATO INDIA @ZOMATOIN Here’s the new ad we’re rolling out to replace our old one (along with a promo code to acknowledge that we’ve learned a lesson)

NOT HAVING A BAD HAIR DAY NO MAN’S KIND TO ‘MANFORCE’ Celebrity hairstylist Jawed Habib aroused the ire of many Mankind put up banners across Gujarat that had Sunny on social media for his ad showcasing Goddess Durga Leone advertising Manforce condoms that mentions as a customer at his salon in an animated Print ad. The Navratri in its tagline. The ad, however, received such ad showed the Goddess along with her children, Kartik, fierce backlash that the condom brand was forced to pull Lakshmi, Saraswati and Ganesh unwinding at a Jawed it down and tender an apology for the same. Habib salon. Habib took it upon himself to publicly apologise and pulled down the ad immediately. Manforce Condoms @ManforceIndia Navratra Hoardings Campaign was not meant to hurt Jawed Habib @JH_JawedHabib anyone’s sentiments & was immediately withdrawn. We Dear all, we respect your sentiments and we apologize deeply regret any such incident. sincerely. It was not to hurt you at all. Kumar Gautam @Kumargautamkg De.B.Dubois @DebolinaDubois One should appreciate #Manforce rather than being DurgaPuja in #Kolkata is to do with a feeling of critical abt advertisement. Cut Hypocrisy #Gujrat community, not communalism. You do not need to #Dandiya #Garba #Navratri #SexEducation apologise. ~Rohan @R_R099 Nayan Agasty @nayan1947 People have sex when they get a chance. It doesn’t #JawedHabib played with religious sentiment have to be Navratri. Promoting business in the name of awareness is shameful. #Manforce BFIVE @bowyoade @SunnyLeone whats all the fuss about #SunnyLeone and #Manforce condoms and #Navratri

December 31 > 2017 [ impactonnet.com ]

28 FEATURE OUR STORIES WILL TALK TO THE AAM AADMI: LYDIA POLGREEN From stepping out of metro cities to building a robust newsroom in India, Lydia Polgreen, Global Editor-in-Chief, Huffington Post talks to Allan Dsouza about expanding in a land of opportunities while upholding the stories of the common man

hen Lydia Polgreen took over as Global Editor- the stories we are going after. We need to have a clear sense of our in-Chief of Huffington Post from the charismatic identity as we are not just going after generic news,” Polgreen says. Arianna Huffington in January 2017, the digital Drawing a parallel between dynastic governments and political news publishing company was going through a nepotism in India and the United States, Polgreen adds, “In the transitionalW shift not with just its leadership, but with amplifying US, there has been dynastic rule that has been ratified at the ballot its editorial philosophy as the ‘voice of the voiceless’. The transition box. In the Trump administration, there is reasonable plausibility also included the rebranding with a new logo design for HuffPost in questioning Jared Kushner’s qualification to be tasked with in all 17 editions across the globe. Today, the company is part brokering peace in the Middle east. Our goal is to be the news of Verizon’s media subsidiary Oath, formed in the aftermath of source of choice for the working class people who are concerned Verizon’s $4.5 billion purchase of Yahoo and AOL media assets. about issues like corruption, economy, climate change, gender Despite the backing of a powerful media and communications equality and holding governments accountable. We do not have conglomerate, Polgreen is optimistic about HuffPost sticking to its to be beholden to any political or corporate POV and can be allied roots and operating as an independent news media organization solely with our readership.” that champions the cause of individuals and communities neglected by popular media. THE MONETIZATION CHALLENGE In a fiercely contested advertising-driven digital media CARVING AN INDIAN IDENTITY market where Internet bigwigs like Facebook and Google In her 15 years with the New York Times, Polgreen spent three continue to dominate and take home the lion’s share, an years in India as a correspondent, during which she realized the independent news platform can find it difficult to survive. opportunities present in a country that was set to be a future haven Talking of monetization, Polgreen says, “The challenge for digital news media consumption. “I first arrived in India in of monetization is a real one and with the shift in media 2009 as a correspondent for the New York Times. It was still 2G consumption to mobile, we have seen FB and Google hog 90% of then, and yes, time of the infamous 2G scam as well. We were just digital advertising revenue. However, advertisers are waking up about seeing the stirrings of what would be the mobile information to the fact that there is tremendous risk in these open platforms. revolution in India. Today, data is affordable and with smartphone Facebook’s credibility has taken a hit after reports of fake news penetration, the ‘aam aadmi’ has access to a wealth of news and came to light. A big advertiser like P&G will not want its ad information which as a digital news media company we can make placed next to a hate post or a beheading video. Likewise, even optimum use of. India is much more than its metros and the real the measurement metrics has come under the scanner for being stories come out from the smaller cities and villages. We look misleading in terms of the number of views and engagement. to invest in a newsroom here in India that bears the trademark There’s a genuine thirst for reliability and brand safety where a of HuffPost, which is about telling the stories of triumphs and platform like Oath can take advantage of the need for brands to struggles of the ordinary people who are trying to make ends meet connect with consumers in an authentic and organic way.” under strenuous circumstances,” says an excited Polgreen on making big strides in the Indian media landscape. THE WAY FORWARD When HuffPost entered India in 2014, it did so by partnering VOICE OF THE VOICELESS with a legacy media brand like Times of India. Though the According to Polgreen, setting a distinction in a cluttered partnership with TOI ceases to exist, Polgreen believes HuffPost’s media space is all about having the right voice and attitude. “India association with Oath is strategically the most lucrative for the is a cacophonous media market and distinction is imperative for company. Polgreen says, “We had a great partnership with TOI and growth. There are many news media companies that do all kinds when we started working with them, our situation was different. of reporting on an array of subjects. As a digital media entity, it’s Now we are a part of Oath. We have our own sales force here in important that we are clear about the audience we are targeting and India through Oath that can help us with the monetization. Most

December 31 > 2017 [ impactonnet.com ] FEATURE29

‘HUFFPOST MAY EXPAND TO HINDI NEXT’

Louise Roug, International Director, HuffPost is upbeat about the platform’s position in the Indian mediascape

Q] What is the business strategy for India? It’s a tricky time for all digital media players and everyone is re-evaluating their plans for the future. Even we are strategically looking to try many things out, but holistically we are in a strong position. This is the golden moment for telcos and we are ultimately owned by a telco. Wherever in the world we have ventured, there is a degree of autonomy with which we function. We look to do the same in India. There is no one-size-fits-all and that is the beauty of our business.

Q] Have you considered a subscription model for HuffPost? In the US, many marquee publications have figured out how to crack the subscription model, but right now we want to keep our news free for the consumer; so there are no plans on going down the subscription path. We may not have our readers pay for the service, but we are fervently trying to engage with our readers and build trust and a relationship that comes with subscription.

Q] Would HuffPost consider entering the regional news space? English is our entry point in India, and the next obvious language to expand in would There’s a genuine thirst for be Hindi. Language is more than a medium of reliability and brand safety communication and we need to be completely where a platform like Oath thorough before we spread out. It’s one step at a time for us. Having said that, we have immense can take advantage of the need for faith in the talent this land harbours and we are brands to connect with consumers in an confident about India because this is a nation authentic and organic way.” that is hungry for news across Print, TV and now Digital. The appetite for news in India is what makes us bullish about our operations over here. importantly, we feel good about ourselves in supporting the journalism that we do.” Q] What are some of the short term and long In line with its commitment of engaging with the audience and term business objectives? listening to them, HuffPost is in the process of getting a new Editor- The short term objective is talent acquisition. in-Chief for its India operations as it does in every other international We are in search of an experienced and veteran market. “Being an American, it is not for me to decide the editorial journalist to lead us in India and put together direction for HuffPost in India. We’re in the middle of hiring a new Editor- an A-Team to do what we do best. Ultimately in-Chief for India who will decide what stories we go after. The world is we look at becoming an insider in the Indian witnessing a seismic media revolution today, where the unravelling of the media landscape where barring our masthead, Harvey Weinstein story has opened a can of worms that is having solid everything else about us is Indian. reverberations here in India as well as in other parts of the world. As more women come out and speak up, it will only strengthen our voice as we put @ FEEDBACK the consumer of news at the centre of news-making,” concludes Polgreen. [email protected]

December 31 > 2017 [ impactonnet.com ] 30

FITNESS ‘TIRTHAN VALLEY WAS JUST THE GETAWAY I NEEDED’ For Saurabh Kochhar, travel has been a great teacher, helping him grow in both personal and professional life. He tells us how a recent family getaway to the lush green Tirthan Valley helped him get a much needed break from his hectic work life and allowed him to bask in nature’s beauty SAURABH KOCHHAR Co-founder & CEO, foodpanda India

What travel has taught me There are many things that I have learned from travel, both in my personal and professional life. Travelling to new places sensitises you to different cultures, habits, people, circumstances and locations. It has helped me learn patience and has enabled me to survive in various conditions and adapt to new places and cultures. Perhaps one of the best things about travel is that it takes you out of your comfort zone, which is essential when you have to take risks. All of these make a difference when you are an entrepreneur and a leader. Personally, for me, travel makes me create little milestones in my mind. It allows me to work harder so I can then set aside time to rejuvenate and travel to new destinations across the world. There are many places on my travel wish-list and I aim to make the time to travel soon to places such as Greece, New Zealand and the Nordic countries. Often work commitments get in the way but I make it a point to take a vacation with my family at least once in a quarter.

In nature’s lap at Tirthan Valley India as a country has so many beautiful places to discover, and I try to visit as many new places as I can. This year, I visited Tirthan Valley in Kullu. I had heard so much about it and wanted to do a quick weekend getaway with the family. It was one of the most relaxing trips I took this year because it came at a time when work was crazy and I just needed a break. Also, we did this family vacation after a really long time so that made it even more special. We stayed in a delightful little resort that offered a great view of the waterfalls. We were in the midst of lush green terrain and it was just the getaway we needed from the crazy city life we lead. It’s nice to be in the middle of nature and get away from the 3149

MOST MEMORABLE TRAVEL FOOD EXPERIENCE My most memorable food experience was on a trip earlier this year to Vienna and Prague with my wife and daughter. By far our best experience on this trip was the lamb goulash and the Viennese Schnitzel at a completely packed Kleines Cafe in Vienna. They have several little street side cafes, where we tried a variety of local sweets and desserts. MY TRAVEL MANTRA I believe that travel should be a relaxed, leisurely experience. I do not enjoy rushed vacations, with hectic itineraries, and therefore I plan to stay at each location for at least three to four days. I prefer frenzied pace of everyday life. This is for special occasions. However, if you to handle my own bookings and something I want to do more often. request this meal in advance, they itinerary instead of leaving them to will make it especially for you. The travel agents. It is also important Foodies find comfort food fact that the locals were so warm and to look at vacations as a time to everywhere hospitable made our meal that much unwind and spend time with the It’s no fun if you go to a new more special. We are foodies and we people you love. t? place without trying their local find comfort food wherever we go! delicacies. The resort we stayed Our experience of the local food in THREE THINGS I at recommended that we try their Vienna and Prague was also great! CANNOT TRAVEL local food called Kullu Dham, and We travelled to these places earlier WITHOUT we did. The food was an absolute this year, and ate at several of the treat! We relished a full multi-course local cafes and resto bars. We tried 1. My Kindle meal, where almost every dish was many of the local food preparations, 2. A pair of good headphones prepared with yogurt. It was served and varieties of desserts, and they 3. My camera on a traditional Indian plate (that they were super! These places were like call Pattal), and is usually prepared paradise for foodies like us. (As told to Christina Moniz) 32 SHOWCASE OF THE LATEST AD CAMPAIGNS

BRAND: BRITANNIA NUTRICHOICE

AGENCY CLIENT CREDITS When it comes to making With the new campaign, CREATIVE AGENCY: the journey towards a the brand is making a LOWE LINTAS, healthier lifestyle, there is clear shift to a purpose BANGALORE one feeling that resonates led communication, with most of us. The where the intent is to CHAIRMAN & CHIEF high of simply having inspire people to start on CREATIVE OFFICER: made a start. A guy who their health journeys with ARUN IYER has just started gymming or eating healthy the promise that the real result of making feels fantastic on his first day. It’s an instant healthier choices lies in the feeling that EXECUTIVE DIRECTOR: gratification. Even though the tangible results they generate from within and Nutrichoice RAJESH RAMASWAMY of his efforts are months, maybe years away. Digestive is the perfect choice of snack to We felt this was a relatable and fresh insight to start your health journey with. PRODUCTION HOUSE: encourage fence-sitters to make a healthy start. GREEN GRASS FILMS Ali Harris Shere Rajesh Ramaswamy Vice-President, Marketing, Britannia Executive Director, Lowe Lintas, Bangalore BRAND: BRIDGE MUSIC ACADEMY #THERACISTCOVER

AGENCY CLIENT CREDITS Racism is so deeply I have always believed that CREATIVE AGENCY: engraved that we become art has a higher purpose. DENTSU WEBCHUTNEY indifferent to it, and that’s Music is a universal a bigger problem. Children language. While racism CHIEF CREATIVE OFFICER: are free of racial prejudice. divides, music unites. We SUDESH SAMARIA Sensitising them at a are committed to use the CHIEF CREATIVE young age is our best hope power of music to create a TECHNOLOGIST: in fight against racism. better world by raising our kids better. GURBAKSH SINGH Sudesh Samaria Ritesh Khokhar Chief Creative Officer and Co-Founder, Founder, Bridge Music Academy ASSOCIATE CREATIVE DIRECTOR: Dentsu Webchutney VISHAL SAGAR

December 31> 2017 [ impactonnet.com ] FEATURE3349

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GLIMPSES FROM 4TH EDITION OF E4M’S INDIAN MARKETING AWARDS HELD IN GURUGRAM

The fourth edition of the exchange4media Group’s Indian Marketing Awards (IMA) held at Gurugram recently saw an eclectic mix of marketers and media professionals in attendance. P&G and MediaCom walked away with the highest tally of metals, while Bhaskar Bhat, MD, Titan Industries, was conferred with the Lifetime Achievement Award for his significant contribution to the industry. 02

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01 Nawal Ahuja of exchange4media Group, Pradeep Dwivedi of Sakal Media Group, Samvrit Bhattacharya of &TV and Annurag Batra of Businessworld & exchange4media Group with the ‘Marketing Team 07 of the Year’ winners, P&G and Mediacom 02 Anand Kripalu of Diageo India 03 Pradeep Dwivedi with Sumit Sawhney of Renault India 04 Radhika Aggarwal of ShopClues. com 05 Amanpreet Bajaj of Airbnb India 06 Kyoko Matsushita of Essence 07 Team Madison Media felicitated by Tanuja Rai Pradhan of Jio and Kunal Bharadwaj of ABP News Network 08 (Left) Alok Jalan & Atul 08 Shrivastava of Laqshay Media Group felicitate Team Interactive Avenues

December 31> 2017 [ impactonnet.com ] 34 FEATURE

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THOUGHT LEADERS SPEAK ABOUT MEDIA & ADVERTISING GROWTH AT INAUGURAL E4M CONCLAVE - SOUTH

Thought leaders in the media and entertainment industry deliberated on the umbrella theme of ‘Making Brands Purposeful’ at the first exchange4media Conclave-South held in Bangalore. From individual speaker sessions to panel discussions, the rapt crowd witnessed power- packed and thought-provoking sessions. 03

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01 Annurag Batra of Businessworld & exchange4media Group with CVL Srinivas and Hemant Malik of ITC 02 Mathew Chandy of Duroflex 03 Shashi Sinha of IPG Mediabrands 04 Ramesh Jude Thomas of Equitor Value Advisory and Pradeep Dwivedi of Sakal Media Group 07 08 05 Santhosh N S of Fujitsu India with Sujith Sudhakaran of Myntra 06 Sushant Sreeram of Xiaomi India 07 Rahul Agarwal of Lenovo India with Vasuta Agarwal of Inmobi India 08 Shashank Sharma of Vyoma 09 Independent media consultant G.V.Krishnamurthy with Sarada Kanta Mohanty and Preetha Dandapani of ABP News Network 10 Ranjini Ramachandran of Unmetric 09 10

December 31> 2017 [ impactonnet.com ] FEATURE3549

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11 Darshan M of Deivee with Samar Singh Sheikhawat of UB Group, Chitra Prakash of Pepper Creative Awards Trust, Santhosh NS, Sujith Sudhakaran, Sushant Sreeram, D.B. Dutta of Alive Media and Ramesh Jude Thomas 12 Meera Iyer of Big Basket, Arvind Kumar of the Ad Club Bangalore, N. Raja of Toyota Kirloskar, Anbuchezhian K of Ad Club Madras, Suparna Mitra of Titan Industries, Vineet Sehgal of Quikr and Pallavi Chopra of Redbus 18 19 20 13 Amit Gupta of Asianet News Network, Mohit Joshi of Havas Media Group and Amit Wadhwani of Sai Estate Consultants 14 Gaku Shinoda of Dentsu India 15 Pranav Dhawan and Alekhya Yeluri of Global Consumer Products 16 Niranjan of Red FM 17 Hemant Malik 18 Poornima Matthan of Lenovo 19 Sahana Mitra of Colors 20 Anusri Unnikrishnan of 9X Media 21 Dr Triveni Mathur of Symbiosis School 21 of Media & Communication with Hitesh Bhagia of Indian Express

December 31> 2017 [ impactonnet.com ] 36 FEATURE

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22 CVL Srinivas 23 Vaishali Verma of Initiative Media with Mathew Chandy and Manish Gupta of Metro Vaartha 24 Binu Thomas of Havas Media Group and Vinay Prasad of Colors 25 R Suresh of Avro Ads 26 Vijay Singh of Karnataka Pradesh Congress Committee 27 Dipali Mahesh of Adstream India and M.C.Cariappa of Jockey 30 31 India 28 Saurabh Jain of Havas Media Group and Vivek Kumar of Lodestar UM 29 Rajinder Singh Grover of ABP Group 30 Shashi Sinha with Ramanujam Sridhar of Brand-comm 31 Biikash Kundu of Viacom18 32 Anoop N of Asianet News Network 33 Bobby Paul of Manorama Online 32 33

December 31> 2017 [ impactonnet.com ] FEATURE3749

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34 Glasho Varghese of Aidem Ventures 35 Raghunath Reddy of Saral Jeevan 36 Pavan Attavar of Deccan Herald with Charly MM of Sun TV Network 37 Pradeep Dwivedi 38 Amit Gupta with Rahul Agarwal 39 M.A. Parthasarathy of Mindshare 40 P Siva Prasad of SS International 43 44 45 41 Ranjana Mangla of Discovery India with Mathew Abraham of Brigade Group and Sanjay Prabhu of Asianet News Network 42 Devanshi Seth of Caveo with Ganga Ganapathi and Ashish Sinha of Epsilon 43 B.M. Pounacha of Real Estate Heroes 44 Shilpa Pathak of Welingkar Education 45 Deepti Sharma of Suse India 46 Boby Paul with Vinay Prasad 46 of Colors, Pradeep Dwivedi and Hemant Malik

December 31> 2017 [ impactonnet.com ] 38 FEATURE

HOW I 1. Name the agency that won the CRACKED media duties of Levi’s Jeans? a. Madison World b. Maxus MY FIRST TREK c. OMD India d. Publicis India

2. Walt Disney has entered an BY RAVIKANT BANKA agreement to buy which leading Founder & CMD, Eggfirst Advertising media company? a. Time Warner nuggled in my from all walks of life. College kids, home-makers, b. 21st Century Fox comfortable chair at retired men, men in forties, serious trekkers; they were c. Viacom home, I was skimming all there. As a first-time trekker, I felt like an alien. d. Netflix through my Whatsapp But I soon realized there were quite a few like me - S 3. ‘Fun on Your Side’ is the campaign messages on a lazy Saturday enthusiastic first-timers. It gave me the reassurance afternoon. Just then, my phone that I was not alone in this sudden flight-of-mind of which of the following auto rang and I saw a dear friend’s adventure. brands? name flashing on the screen. “We With a shy sun and chirping birds for company, we a. Ford EcoSport have to go to Hampta Pass,” he trekked for seven days. I had a few difficulties initially b. Mahindra Scorpio said in an exhilarated voice. We and often was out of breath, but I felt alive like never c. Maruti Suzuki Alto had a 10-minute conversation, before. While resting and taking in the surroundings, I d. Hyundai i20 punctuated by my questions. He could hear my thoughts clearly. It was an epiphany. In wanted me to join him for a trek 4. Which Indian cinema chain won in the Himalayas. The 14,100 ft the ‘Exhibitor of the Year’ award at altitude, sleeping in tents and Cineasia 2017? eating basic food didn’t really fit a. Big Cinemas my idea of a good vacation. Not b. Cinepolis to mention my concern about c. INOX how would I make it through the d. PVR Cinemas trek, given that I had never done anything of this nature ever in my 5. Piyush Pandey & Prasoon Pandey life. However, after his persuasive will be conferred with which honour sales pitch, I reluctantly gave in. at Cannes Lions next year? I must admit, a little of my a. Key Art Award friend’s enthusiasm must have b. Lion of St. Mark rubbed off on me. Trekking c. The Addy Award in the wilderness sounded d. Clio Award like a welcome change from monotonous luxury trips to 6. Which agency won the creative popular destinations. I had even duties of online travel agency, listed down all potential problems Goomo.com? and their solutions. Getting lost a. Interactive Avenues in the woods? I equipped myself b. Dentsu Webchutney with a satellite GPS tracker. Health c. Tonic Worldwide concerns? I packed medicines, d. Langoor lots of them. Attacks by wild creatures? I thought of carrying a its own way, this trek trained me to be more observant, 7. Identify this person gun for self-protection; eventually flexible and experimental; not just in personal life, but settled for a small idol instead. at work too. I also understood why people claim that The next few months went travel helps you expand your horizons. by in some preparation, which Once back from the trek, I congratulated myself for I would easily label as ‘serious’ embracing the new. Upon reflection, I figured that this given my otherwise lazy approach trek gave me access to another world of possibilities. to any regimen beyond my usual It further fuelled my trust in the simple truth that badminton game. I started doing ‘anything is possible’. I just had to apply my mind to day-treks, worked towards it and everything else fell in place. Just like the Adidas losing some weight to smoothen line: Impossible is nothing. And then to get into action, my climb, got into a disciplined apply what Nike says and voila it works like magic! mode of long walks and so on. Now, try saying that to somebody who’s stuck in a Admittedly, my badminton corporate routine and be ready to be politely dismissed a. Maria Garrido regimen helped me to quickly as senile or worse! But the truth remains, as Shah b. Debbie Weinstein get into the groove, but the trek Rukh Khan depicted in the movie Om Shanti Om: c. Lydia Polgreen preparation was at another level of ‘Kehte hain agar kisi cheez ko dil se chaha, toh puri d. Victoria Buchanan commitment. kainaat use tumse milane ki koshish mein lag jaati hai’. [This quiz is about the previous issue of Then came D-day. My friend Now, I have already started imagining my next IMPACT. Send your answers to and I left for the trek and reached ‘new’. When are you creating yours? [email protected] along with your full postal address and phone number. Answers Manali, our base camp for the and name of winner will be announced on www.impactonnet.com on Wednesday.] trek. We were greeted by people @ FEEDBACK [email protected]

December 24 > 2017 [ impactonnet.com ] #enbaAwards

FEBRUARY 10, 2018 | RADISSON BLU, NOIDA

PARITOSH JOSHI Principal A ROBUST JURY PANEL OF #ENBAAWARDSProvocateur Advisory 2017 GEETA DHARMARAJAN Padmashree Founder, Katha ALOK MEHTA JURY CHAIR Padmashree Journalist

RAGHAV CHADHA Na�onal Treasurer & Na�onal Spokeperson, AAP NANDINI DIAS CEO Lodestar UM ASHISH BHASIN Chairman & CEO South Asia SURESH NARAYANAN Deutsu Aegis Network Chairman & MD Dr. NASIM ZAIDI Nestle India Former Chief Elec�on Dr. SONAL MANSINGH Commissioner of India Padma Vibhushan SANJAY JHA Indian Classical Dancer Exec. Director Dale Carnegie Na�onal Spokesperson Indian Na�onal Congress

VINOD SHARMA Poli�cal editor Hindustan Times SUMIT SAWHNEY CEO & MD Renault India SHIVJEET KULLAR Founder NFX Digital SABBAS JOSEPH Director Wizcra� The Deadline has been K G SURESH Director General, Indian Ins�tute of pushed till DECEMBER 28, Mass Communica�on 2017*, so don't miss this chance to get recognized!

ONE MORE WEEK TO MAKE AN IMPACT SUNIL KUMAR President Business World More names to be added DR. HARBEEN ARORA Global Chairperson Women Economic Forum

For details about the event, please contact: For sponsorship opportuni�es, please contact: Priyanka Bhadouria: +91 9540085059 | [email protected] Runa Sinha (Na�onal Business Head): +91 9810497903 | [email protected] Nikita Vig: +91 8860302087 | [email protected] Sneha Walke (VP - Special Projects & Head-South India): +91 9845541143 | [email protected] Sabita Verma: +91 8585992950 | [email protected] Ashish Kudalkar (Regional Manager West - Sales & Business Development): +91 9820541742 | [email protected]