June 1-15, 2014 Volume 3, Issue 1 `100 14

Content marketing is the new name of the game as Indians migrate rapidly online.

Subscriber copy not for resale 4 23 20 PLUS NOKIA Looking for App Ideas 8

CADBURY DAIRY MILK Bournville Gets Darker 16 BINDASS 18 DOMINO’S INTERVIEW ZOMATO Married by Chance Dial or Click? Nagesh Alai A Tale of Two Cities MTV The pizza brand nudges The first CFO to head a A little bit of humour ends in 21 consumers online. major agency in India. a little bit of unhappiness. Desi Jhand

EDITORIAL

This fortnight... Volume 3, Issue 1

‘It was the best of times, it was the worst of times…’ That memorable opening line EDITOR from Charles Dickens’ novel, A Tale of Two Cities, could equally sum up the state Sreekant Khandekar

June 1-15, 2014 Volume 3, Issue 1 `100 of digital content. PUBLISHER Prasanna Singh 14 Even as traditional media companies continue to struggle with financial viability DEPUTY EDITOR online, consumption of content is going through the roof. According to Mary Meeker’s Ashwini Gangal Internet Trends Report 2014, released last week, there has been a 50 per cent year on SENIOR LAYOUT ARTIST year growth in digital content consumption. Unfortunately for media companies, much Vinay Dominic of the additional content consumed is being generated by consumers themselves. PRODUCTION EXECUTIVE Andrias Kisku Content marketing is In this flood of content, brands can feel lost. In the first rush to plant the flag on the new name of the game as Indians migrate ADVERTISING ENQUIRIES rapidly online. the digital landscape, marketers were content to appear on Facebook, and, in the next Naveen Arora, (0120) 4077803, 4077866 phase, rushed to buy fans under the illusion that this was a shortcut to creating a Noida

Subscriber copy not for resale 4 23 20 PLUS community. But a graveyard is hardly a community of like-minded people, is it? If Arunima Bhattacharya, (022) 40429702-5 NOKIA Mumbai Looking for App Ideas 8 the ‘fans’ remain uninvolved, the group might as well be disbanded. The problem on CADBURY DAIRY MILK Bournville Gets Darker 16 BINDASS Facebook is that a culture of instant gratification has taken root: no discounts or gifts [email protected] 18 DOMINO’S INTERVIEW ZOMATO Married by Chance Dial or Click? Nagesh Alai A Tale of Two Cities MTV The pizza brand nudges The first CFO to head a A little bit of humour ends in Desi Jhand 21 consumers online. major agency in India. a little bit of unhappiness. = no participation. MARKETING OFFICE B-3, First Floor, Sector-4, Noida-201301. As the trend of sharing content on social media platforms has grown, it has set Tel: (0120) 4077800. brands thinking. Rather than peddle merely brand-specific puff, could they create MUMBAI content of genuine interest to their consumers so that they might return to it again and again? Could 501-502, Makani Center, 5th Floor, Off Linking Road, Bandra (W), this be a better way to incline them towards the brand? Mumbai - 400050 Tel: +91-22-40429 709 - 712 This fortnight’s cover story takes a look at the many experiments brands are trying with content: BENGALURU From an Intel which tries to put together what technology means in everyday lives to a Louis Philippe S-1, New Bridge Corporate Centre, which has created a lifestyle portal to a Nano which is trying to involve the social media crowd via 777 D, 100 ft Road, Indira Nagar, Bengaluru - 560038, India MTV, the variety is tremendous. SUBSCRIPTION ENQUIRIES The excitement of trying something new must come with a warning. If brands want to create long- Akhilesh Singh, (0120) 4077837 term consumer interest, they will have to play the content marketing long-term themselves. And once [email protected] marketers accept that, they should give the experiment the space that it deserves. For, what is the point Owned by Banyan Netfaqs Pvt Ltd and Printed and published by of backing a marathoner and then judging his performance every 100 metres? 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 B-61, Sector 67, Noida (U.P.), 201301 Sreekant Khandekar Cover Illustration [email protected] Tiffin Box CONTENTS 12 21 18

FB/CNWK New Likings The largest fan base recorded by a TV show on Facebook.

USED CAR MARKET EBAY INDIA 6 24 A Smooth Drive Rediscover Yourself Used car market witnesses The brand urges youth to faster growth. find their true calling.

FIFA WORLD CUP 22CAMPAIGN TRAIL 10 Accidental Fans RENUALT DUSTER ZING New Brand Campaigns Sony Six launches promo to Even Dogs Know! ‘Open-ended’ Romance The campaigns that got attarct Football fans across A tounge-in-cheek ad to Fiction show to depict real noticed across Print, TV, the nation. promote an SUV. love stories. OOH and Digital.

afaqs! Reporter, June 1-15, 2014 3 $'9(57,6,1* DOMINO’S Dial or Click?

through this interface.” Domino’s has also introduced a ‘tracking mechanism’ through which consumers can track which lane the delivery man has entered, whether their pizza has been prepared, baked, packed and dispatched. Rajpal tells us that till now over a million customers have ordered online. Which demographic do these individuals belong to? The mix, we learn, comprises collegians, office goers and families. Those who order online typically fall in the 15-40-year age bracket. “The phenomenon of online ordering is not restricted to metros,” Rajpal clarifies, “The In its latest campaign, Domino’s pushes its digital platform and response to our OLO platform is heartening as mobile internet has penetrated smaller cities and highlights the convenience of online ordering. By Saumya Tewari online orders are increasing by the day in Tier II and Tier III cities.” or the longest time, the good ol’ telephone finger on the screen placing the order, the way has been the conduit through which one was he/she would see his/her own while doing the Furged to reach Domino’s. But, in keeping same. Secondly, through the three films, the brand with the recent increase in internet penetration depicts its TG across age groups. And thirdly, The campaign ensures and availability of low cost smartphones, the brand there’s something very ‘digital’ about the films; promotes its website as the best platform to place they try and capture the way today the internet has the website, and not the one’s order through. infiltrated every pocket of our lives - notice, for pizzas per se, emerged as Domino’s launched its online ordering service instance, how the siblings in one of the ads are on in August, 2011. Currently, 20 per cent of the a Skype call? the hero of the story. company’s delivery business comes from the online The spokesperson at Contract Advertising, the medium, of which orders through smartphones agency that has created this campaign, tells us the comprise a share of 20 per cent. So far, the brand’s brand’s online ordering option comes with key The company plans to open 150 stores in this app has crossed the 16 lakh downloads. benefits that most people are unaware of: One can financial year. Harneet Singh Rajpal, vice president, marketing do a cashless transaction, send a pizza to someone Domino’s India, tells afaqs! Reporter why DIGITISED? investing in the online ordering platform was a ccording to Shamsuddin Jasani, managing calculative and futuristic move. “We launched our Adirector, Isobar India, a digital marketing online ordering service in India, at a time when agency, the campaign “has done a good job of the e-commerce trend hadn’t taken off here. After putting across the basic idea of ordering online.” carefully studying other Domino’s markets - in He adds, however, “While it has communicated the US, UK, Japan and Korea - we invested in the core idea very well, I don’t know if it will resources to arm our stores for online delivery in entice someone to change the way they order this market as well,” he states, saying the brand’s pizzas.” 30-minutes delivery promise was launched “way About the execution, he says, “Visually, the before Flipkart or Amazon promised single-day ads are good and do the job they are intended to delivery.” do,” adding, “I would have added a call-to-action In a move to encourage consumers to use segment at the end or promoted an offer to entice the website to place their pizza orders, the QSR Rajpal (left) and Eriyat: ordering online them as this is an impulse purchase and an offer- brand has recently launched three TVCs, titled driven category.” The first-time buyer, he reasons, ‘OLO’ - (for OnLine Ordering) - campaign. All in a different city, and place an order for one’s should be given something that will make him/her three films highlight the element of convenience. ‘pre-loaded favourite’ with just one click. change his/her “buying behaviour.” Interestingly, each film shows a different device “Playing up these benefits became the Manish Porwal, managing director, Alchemist through which the website is accessed - smartphone premise of the communication,” said the agency Marketing & Talent Solutions, a marketing in the ‘Fukhronwala’ film (that features a group of spokesperson. The agency ensured the website, services company, is impressed. “Domino’s, for young friends), tablet in the ‘Marriedwala’ film and not the pizzas per se, emerged as the hero of years, has stayed true to its proposition, one that (that features a young the story. The execution had to bring out “the ease makes it as much of a service as a product,” he says. couple) and laptop of navigation” and “make the website the main OLO, he opines, extends the service from voice in the ‘Surprisewala’ visual of the film.” Live animation and computer (ordering through the phone) to clicks (ordering film (that features graphics were used to this end. through the net). siblings). Suresh Eriyat, founder and director of Porwal notices four subliminal messages in the The films caught Eeksaurus, a production house, has directed the films - “the ‘lava’ (a dessert item on the menu), our attention for films. He explains that while the brand’s ‘Yeh hai the speed of delivery, the ability to store and three reasons: rishton ka time’ proposition encourages people to re-order favourites and the ease of site navigation.” Firstly, the ‘first bond over food, the online space is considered The campaign, he feels, will “generate trials.” person’ camera to be responsible for isolating individuals from “Unifiers” or elements that unify all three ads angle; the TV one other. Thus, the objective, he tells us, was would have been nice, according to Porwal. „ viewer sees a to “showcase how relationships are strengthened [email protected]

4 afaqs! Reporter, June 1-15, 2014

$'9(57,6,1* RENUALT DUSTER Even Dogs Know It’s a Duster! To promote the ‘Adventure Edition’ of the Duster, Renualt has launched a short, tongue-in-cheek film in which a ‘rich’ looking dog admires the SUV in his own little way. By Saumya Tewari

odels in the Indian advertising industry dog, that is) is to introduce the limited edition. have ample reason to be annoyed with Customers are already aware of what the Duster MFrench auto maker Renault. In a move stands for.” to promote the Adventure Edition of the Duster, The agency rejects the very idea of a sure shot its prized compact SUV brand, the company has ‘formula’ in the ad world, saying, the Indian rolled out a breezy 15 seconder that features just automotive consumer examines every purchase two entities - a sleek, black model of the car and a with an “eagle eye” and that “features are a part of cocker spaniel with good taste. a package that the consumer will have to live with The dog takes a few seconds to admire the over the tenure of his bank loan.” Duster before deciding to take a leak on the car “Our print messaging does communicate parked right next to it. The writing on the wall - or features. Different elements of the media mix play the tyre, shall we say? - is clear: Even dogs know a distinct role, and we feel print performs this role it’s a Duster. better,” says the team at L&K Saatchi & Saatchi. The ad breaks category codes in many ways: First of all, it shows a parked car; most automobile ARE THE HUMANS IMPRESSED? ads show the vehicle being driven around. So es and no. Zigwheels’ Chaturvedi says, “It’s a there’s no question of a product demo here. Which Ycute ad trying to tap into the ‘admiration route’. is counter-intuitive... after all, it’s an ‘adventure He interprets the commercial as a “reflection of series’ that’s being advertised here. the love” the brand has received in this market. Secondly, there’s no mention of the Duster’s “Obviously, the intent is to capitalise on that,” he product features; in fact, there’s just a voice over observes. that goes, “Admiration comes naturally with the He points out an interesting flipside, though. Renault Duster.” L&K Saatchi & Saatchi, the Since the ad ends with the message that the agency behind this campaign, says the point was Duster Adventure is now available in showrooms, to make the product the hero in this piece of “relationally, the cuteness of the ad emerges as a communication. bit weak as it doesn’t convey anything around the adventure part.” This particular creative execution, CONFIDENTLY PARKED Balasubramaniam (left) and Chaturvedi: he feels, ought not to have been used for a variant his certainly looks like an ad released by a tongue-in-cheek hinged on the nothing-cute-about-it promise of Tconfident brand; only a car brand sure of itself that the trend has a lot to do with the way in which adventure. can skip the part where it enumerates its product- the modern, urban family has evolved - taking For Amitava Mitra, CEO, Percept/H, the ad related plus points. This probably has a lot to do long distance weekend trips outside the city with just “doesn’t work”. In our species, ‘pissing’ all with the life-stage of the Duster in the Indian the family is far more popular a concept today than over something is hyperbolic slang for rejection market. It has seen a healthy growth curve since it was a few years back. of said something. In the canine world, it’s quite its launch in July, 2012. In conversation with afaqs! Reporter again, the opposite - it almost shows preference for said Noting that Renault’s Duster has done this time about his current campaign, he admits something; it’s an act of marking one’s personal “exceptionally well” and can actually be credited that the execution is very “tongue-in-cheek”, territory and claiming ownership over that item. for “turbo-charging the compact SUV category in one that “gives viewers a humorous take on the In that sense, the dog in the ad has been, well, the country,” Akshay Chaturvedi, business head, desirability and respect that the brand commands.” ‘humanised’. Should the dog have chosen the Zigwheels (an auto website), agrees. He believes “The objective of the campaign is to up product product being advertised to do his business? Mitra the Duster has reached a stage where its brand recall. Yes, it breaks category codes as there are responds, “Yes the dog should have been shown communication “doesn’t need to be driven by or no product features, no beautiful shots of cars peeing on the Duster to mark his territory and dependent on product features.” or people,” he says, insisting that the Duster has make the point that the rest don’t matter. Having “India happens to be the fourth biggest global become a brand that does not need to sell itself on the dog pee on another product goes against the market for the Duster. Renault identified the gap the back of its product features any longer. core idea. All dogs pee on all car tyres... so where in the Indian SUV segment and contextualised the The creative agency adds, “Duster has created is the big idea?” he fumes. „ Duster around consumers’ needs and aspirations,” its own equity in the market. We would appraise [email protected] Chaturvedi says, adding that this is “case study each individual communication piece as part of a material”. larger set. We launched a TV campaign for Other players in the category that the Duster the Duster in February which more operates in include Tata Safari, Mahindra Scorpio, than bought alive the performance Mahindra XUV 500, Ford EcoSport, Nissan and drive experience. This Terrano, Skoda Yeti and Chevrolet Enjoy, to TVC (the current one name a few. featuing the

RESPECTFULLY CHEEKY? arlier this year, in our very own Annual Issue, Ea round up last year’s marketing trends, we published a segment on why compact SUVs emerged as the ‘hot wheels’ of 2013. At the time, we spoke to Vivek Balasubramaniam Srivatsa, head of marketing, Renault India, who had pointed out

6 afaqs! Reporter, June 1-15, 2014

$'9(57,6,1* NOKIA Looking for App Ideas Shah Rukh Khan invites viewers to suggest apps that can help keep his players “appy”. The product being advertised is Nokia X. By Satrajit Sen

the ease of accessing one’s favourite Android apps and activities via Fastlane. About the creative insight that the campaign draws on, Baruah says, “The youth of today want to live a fast-paced and spontaneous life, with the confidence and control of staying on top of all the activities and events. Fastlane allows consumers to do this. Keeping this feature in mind, we came up with a script that showed how effortlessly a task can be done with a Nokia X via Fastlane,” informs Baruah.

f late, brands have been heavily promot- The competition comprised several challenges ing their mobile apps on TV. Recently, in the form of questions on social media platforms; Oafaqs! Reporter carried an article that consumers will be required to suggest an app best analysed the viability of this medium to promote suited to solve that particular problem. The win- apps. Now we have handset manufacturer Nokia ning suggestions will feature on the Nokia X, in APPY ENOUGH? crowdsourcing ideas for apps through a TVC. a section called ‘SRK’s Fastlane’. Fastlane is a fea- he idea of targeting potential app users and The campaign leverages the ture on Nokia’s handsets, which Tpeople who understand the app world well, brand’s association with the shows a user his/her most-used through a TVC, has not gone down well with our Kolkata Knight Riders (KKR), an apps. The primary media touch- expert. IPL team owned by Shah Rukh points for this campaign include According to RP Singh, CEO, Sirez Group, a Khan, who does all the talking in TV, digital and on-ground. digital marketing solutions company, TV is not the ad. He tells viewers that he The campaign has been ide- a “natural fit for the TG.” The core audience, he is the “app coach” for KKR and ated by digital agency Havas and says, is available online only. asks them to send in “motivational executed by JWT India. Speaking Odds are a person who understands the app apps” that can help him keep his to afaqs! about the brief behind world well is more likely to spend his/her time team going. the campaign, Babita Baruah, VP online than watching TV. This is probably why Called the Nokia X App Coach and executive business director, Nokia is promoting this competition across media Challenge, the contest offers win- JWT Delhi states that the brief channels. ners a chance to meet Khan and was to launch the Nokia X, lev- Singh adds about the ad per se, “It is a boring his team. Consumers are invit- eraging the association of Nokia execution. With Shah Rukh Khan, things could ed to suggest apps that can keep with KKR in a unique and engag- have been much more exciting.” „ Khan and his players “appy”. Baruah: Apps please! ing manner, while bringing out [email protected]

8 afaqs! Reporter, June 1-15, 2014

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

MICROMAX PARLE G HAIR AND CARE With the new Micromax Unite 2, one can now express The campaign ‘Wahi Pehle Wali Baat’, reinforces the As a part of the ‘The Hostel Musical’, the new TVC hinges oneself in the language that one is most comfortable in nostalgia and fondness associated with the biscuits. The on the insight that beautiful, healthy hair gets you noticed. while browsing or chatting. The advertising campaign TVC highlights that over the years, though the packaging of The film creatively showcases how the protagonist has revolves around the core idea of freedom of speech, sense Parle G has evolved, the core product is the same and it has ‘‘beautiful’’ hair, thanks to the non-sticky Hair & Care of pride in communicating in one’s regional language. retained its original qualities. which helps reduce hair fall giving her not only beautiful but also healthy hair.

Creative Agency: Lowe Lintas Production House: Chrome Pictures Creative Agency: Everest Brand Solutions Creative Agency: BBH India PRINT NATIONAL GEOGRAPHIC CYCLE AGARBATHIES HERO TRAVELLER NR Group, makers MOTOCORP of Cycle brand The two wheeler INDIA agarbathies, The magazine brand kickstarted released this print recently launched a campaign to ad just before the a print ad to promote its career election result day create excitement guidance activity under their signature around its second for students titled punch line ‘Everyone anniversary Hero Margdarshan. has a reason to issue. The ad The campaign urged was released pray’. The ad has people to share their in leading prominent political career preferences newspapers of leaders in the act of and be the Hero. the country. praying.

C Creative Agency: In-house CCreative Agency: DDB MudraMax Creative Agency: Percept/H OOH DIGITAL GODREJ TYSON FOODS Godrej Tyson Foods organised an activity in Mumbai where it gave people a chance to show their gratitude to their mothers by cooking for them. HALONIX Several people took ZIPPR Lighting company Halonix in its latest campaign has turned Zippr is an app that solves the problem of explaining the opportunity advertising billboards, and bus shelters into street lights complex addresses by creating a new simple standard to cook at Palate after sunset. The hoardings carry advertising message for individuals and businesses. This mother’s day, Zippr Culinary Studio. The by day. While in the nights the lights of the hoarding are partnered with Countryoven.in to make gifting a true campaign was titled turned outwards, pointing towards and lighting up the surprise for mothers! #MaaKeHaathKaKhana. street rather than just the advertising message.

Agency: Platinum Outdoor / Brandscope / Media Supplements Agency: In-house Creative Agency: First Show, India

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

10 afaqs! Reporter, June 1-15, 2014

',*,7$/ EBAY INDIA Rediscover Yourself

enabling product discovery on the site.” The point, she tells us, was to bring out the protagonist’s story and position eBay as an enabler. Published on May 16, the campaign has not yet garnered the desired views on YouTube. But the agency is optimistic.

MIXED REVIEWS t is phenomenal and will do the trick,” says Pratik IGupta, director, new business and innovations, FoxyMoron, a digital agency. The brand, Gupta opines, is “as prominent as it should be on digital,” as “overbranding on digital” is not conducive to sharing. “We need to understand that it is not TV, where the logo must be present at the bottom Through a digital film, the e-commerce brand encourages young, right corner of the screen becuase you have only e-shoppers to find their true calling. By Devesh Gupta 20 seconds,” Gupta reasons.

aking the concept of e-tail therapy to a whole new level is e-commerce market- “We decided to “The point was Tplace eBay India. Big on story-telling, the company’s newly launched digital campaign, is be light on the to bring out the about a young amnesic who re-discovers his likes branding side, as protagonist’s story and dislikes through eBay’s wide range of prod- ucts. we want it to go and position eBay Titled ‘Find Your World’, the campaign is target- viral.” as an enabler.” ed at India’s digital shoppers. As Shivani Dhanda, DEEPA THOMAS MEGHNA BHAT head, marketing, eBay India, puts it, “Our new campaign has been created specifically for internet- savvy youngsters, to encourage product discovery” on the site. “This year, our emphasis is: whatever you want, Sanjeev Jasani, senior vice president and Delhi The digital video has been created exclusively you can find on eBay. We have taken away the head of OgilvyOne, Ogilvy’s direct and digital for eBay India’s channels on YouTube, Facebook control from the hands of marketer and given it to marketing arm, finds it “refreshing” that brands and Twitter (#ProjectDiscover and #iDidItList). the consumer,” Thomas says. are experimenting with the “story-telling format eBay is also offering ‘personalised feed’ for its of advertising”. LESS BRANDING = MORE customers, wherein the portal proactively alerts However, he feels the film will fail to gener- SHARABILITY? consumers about the availability of specific items, ate conversations. He cites two reasons for this esigned by Webchutney, the film highlights ones that the user has pre-expressed interest in. prediction: With story-telling, the film needs to DeBay’s wide range of product offerings but Regading the choice of medium for this cam- be relatable and should evoke emotion. “This film goes markedly easy on the branding quotient. The paign, she explains, that roughly, there are over does neither for me. I can’t relate to it and no one brand logo appears in the film all of two times, of 200 million people logged on to the internet in will. It doesn’t make me say ‘Oh, I must think of which it has been kept out-of-focus - or shall we India, of which 30 million are actively shopping eBay the next time.’ Secondly, I don’t think it’s say, has been strategically blurred - once ensuring online and another 55-60 million are at least visit- flogged (or promoted) enough through unpaid that it is not evident. ing e-commerce sites. media. Search about it on Google and you won’t According to Deepa Thomas, e-commerce “The opportunity to reach them via a digital find a thing,” critiques Jasani. evangelist, eBay India, the objective of the cam- campaign is much better than a print, radio or Divyapratap Mehta, former national planning paign is “brand engagement.” TV campaign,” she says, “These are all interesting director, Publicis Capital, says, “I think eBay is She elaborates, “The campaign has a different mediums but not the most efficient.” Besides, a doing a fine job by engaging with consumers approach; we wanted to show someone who is three minute film on TV would cost a bomb, she beyond selling it’s ware.” He thinks the film is a discovering himself,” something a person typically reminds us. “subtle way of justifying consumption. It is a step does at a certain life stage or, as in this case, when Meghna Bhat, ECD, Webchutney, says her in the direction of engaging with content,” says life leaves one with a clean slate. team, in part, drew inspiration from “some real Mehta. “We decided to be light on the branding side, life events” for this film. Talking about the way the For Sairam Ranganatham, digital lead, Maxus as we want it to go viral. We want bloggers, social product interface is changing, Bhat adds, “eBay is West, the film is a tad too long and fails to media influencers and consumers to share it. If it explain how exactly eBay is helping. “Some were an overtly branded film, it would be shared people might may not sit and watch,” he says, less,” Thomas explains. The film highlights eBay’s adding, “It would have been better had the She calls the current eBay video a “consumer wide range of product brand shown ‘how’ it helped the protagonist story,” one that has a high propensity of being discover himself." „ shared. offerings. [email protected]

12 afaqs! Reporter, June 1-15, 2014

The rise of online means brands need to reach out to consumers using different forms of communication. Content is one of them. By Satrajit Sen TIFFIN BOX

n traditional mass communication, publishers been taking content seriously. For it, Facebook objective of driving profitable customer action.’ created media brands that targeted a certain has become the medium to converse with That pretty much sums it up. reader or viewer segment – be it by interest or consumers with its Daily Dunks campaign. Typically, a brand spends 10-15 per cent of its geography – and marketers advertised in those (https://www.facebook.com/oreo) digital budget on developing the creative and the Ivehicles if it suited their marketing needs. With the U ‘Nano Drive with MTV’ (http://mtv.in.com/ rest goes into creating buzz about the campaign growth of online, marketers are realising that they drive/) is an online series on road trips in the on paid media. Advocates of content marketing can sometimes cut out traditional media and begin country. The MTV audience decides via social argue that if the same percentage went instead into pedaling content themselves. media on the contestants as well as the route creating content, the brand would spend less on Old media continues to bombard consumers and destination. paid media because of the content’s viral nature. with brand-related advertising. When consumers U The Indian Premiere League engages with its “As a practitioner of content marketing, I would want information beyond what they already have, audiences online with The IPL Fantasy League urge brands to increase the investment in content they are likely to check online especially as they (https://fantasy.iplt20.com/). as much as possible,” says RP Singh, CEO, Sirez move towards an ‘always-on’ environment thanks U Louis Philippe on social media gave birth to Group, which operates the firm KontentCafe. to mobile internet. The Label – an online lifestyle magazine that Louis Philippe is a case in point. Jacob John, Here’s where things diverge from traditional talks about the gentleman’s lifestyle. (http:// brand director, Louis Philippe, recalls that when advertising. When people search online, they are thelabel.in/) the brand’s digital journey began about three searching for specific information they can use U Even ‘classified ad’ sites are using content to years ago, it focused on social media just like rather than brand-centric hype. A marketer who draw users. The four-month-old matchmaking other brands. It hoped that if it could drive the can offer content relevant to the consumer is more website, TrulyMadly, has launched an amusing numbers, it could start having ‘conversations’ with likely to create a connect that can lead to the brand. social media campaign, #BreakingStereotypes, consumers. For example, a brand could discuss the dangers of with just this in mind. (http://blog.trulymadly. However, a year later, “we realised that while a stray-dog bite instead of trying to push an anti- com/breaking-stereotypes/) we had indeed built a decent fan base, the inherent rabies vaccine directly. Clearly a lot of brands, both big and small, are nature of social media meant that we were being in the game. But what is the game? sucked into a vicious cycle of spends in order to Dozens of brands have already begun to take the achieve reach. We debated and articulated our content route in India. Some examples: objective in this medium - which was simply to be U Worldwide, Johnson & Johnson with its hugely Unnoticed by most, the single point and the largest lifestyle destination popular parenting website, www.babycenter. numerous brands, big and for the evolved Indian man,” John explains. com, is one of the earliest successes of this kind. In the course of researching the issue, the team It now has more than a dozen international small, have begun investing found that the consumer online was interested in editions including www.babycenter.in a host of subjects related to fashion: be it fitness, U BeBeautiful (http://www.bebeautiful.in/) seriously in content. travel, gadgets, arts or theatre. “To create truly was similarly created by Unilever India to world class content that would attract this consumer connect with female consumers in a more WHERE TO START meant that we had to create a destination that we subtle way than does traditional advertising. ow exactly is content marketing defined? could control and own - and more importantly, The site contains relevant content while HAccording to the online Content Marketing create content that would interest him constantly. making Unilever’s beauty products available Institute, ‘Content marketing is a marketing Social, we realised, was not the platform for this,” for consumers to consider. technique of creating and distributing valuable, says John. That’s how he and his team came up U Then again, Oreo, the 101-year-old brand relevant and consistent content to attract and with TheLabel.in. Louis Philippe has invested in which came to India just three years ago, has acquire a clearly defined audience – with the a complete content team at its digital agency, Jack

14 afaqs! Reporter, June 1-15, 2014 &29(56725<

In The Box, for TheLabel. The agency generally VISUAL OR TEXTUAL? reach to our content by leveraging the networks of creates about one new story every day. he nature of the content helps decide the the featured individuals,” says Bhatia. For Sachin Bhatia, co-founder, TrulyMadly. Tplatform to use. For example, if the content is Meanwhile, for Nano Drive With MTV, other com, “Content marketing helps the brand position visual, YouTube and Facebook are the way to go platforms act as an accelerator for its web content itself in the right way - as a matchmaking website but if the matter is in text, Twitter is best. Intel’s activation. “Each season we generate more than for the modern individual. The #BreakingStereotypes Aurora says that they opted for video as it is a 5,000 stunning pictures, a lot of textual content campaign reflects the brand philosophy: great way to tell an emotional story, increasing the in the form of blogs, status updates etc,” says Relationships are based on compatibility, not likelihood of it getting shared. Ekalavya Bhattacharya, head, digital, MTV India. statistics. We wish to encourage people to think The Facebook format on the other hand, has “Social media has changed everything in content differently about relationships.” helped a new brand such as TrulyMadly to access marketing. We have gone from a phase where we extended reach. “This format helps in giving better were creating campaign calendars for our clients BUILDING A SOCIAL STORY he tricky part, say some, is deciding what form Tof content a brand should choose. EXPERIMENTS IN CONTENT Not so, thinks RP Singh: “The process of story picking is fairly simple. The first step should always be about picking up of content that matches the brand promise or consumer passion points.” For Tripti Lochan, CEO, VML Qais Asia, the agency which handles the ‘Rise’ content initiative from Mahindra, the stories they pick for the Rise blog are in two buckets. “Content that we specifically created for the blog, and content that we curated. For both buckets, the criteria was simple: it had to be true to the three pillars of Rise: accepting no limits, alternative thinking,

Having realised the Mahindra Rise Blog Nano Drive with MTV limitations of social media, brands want to create a viable digital destination. and driving positive change. We commissioned exceptional writers to create pieces for us that were true to these three tenets. For the curated stories, we cast our net very wide and looked for any cross- references we could cite that true in spirit to Rise,” says Lochan. Intel’s ‘Look Inside’ video series is an example of storytelling that revolves around how Louis Philippe’s TheLabel.in TrulyMadly’s #Breakingstereotypes technology is used in everyday lives. “We don’t have a defined process for this. We select good stories that encourage visitors to look into how technology and devices have brought about a positive change in people’s lives. Our content is always focused on connecting with the consumer at an emotional level and eventually leading to his endorsing our brand,” states Sandeep Aurora, director, marketing and market development, Intel South Asia. MTV, on the other hand, has an LSC quotient which it follows on everything it does. Here, L = Like, S = Share, C = Comment. Once a viewer sees a video, he/she should want to either like, share or comment on it. Based on this, MTV Unilever’s BeBeautiful.in The IPL Fantasy League selects stories for its online video series which people would genuinely like to see and share. Ramesh Srivats, MD and CEO, TenTenTen, the company that handles The IPL Fantasy League, says that the game format benefits IPL at many levels. “To the players of the Fantasy League, the scores and statistics of each match have added importance. Likewise, there’s greater interest in the match analysis and expert opinions.” The Fantasy League compels visitors to go to the IPL website and spend time there as they make changes in their chosen team and the like. According to Srivats, the Fantasy League sub site saw over 125 million page views last year with the visitor typically staying for Johnson’s BabyCenter.in Intel Look Inside YouTube Series 13 minutes to view eight pages. FRQWLQXHGRQSDJH>> afaqs! Reporter, June 1-15, 2014 15 $'9(57,6,1* CADBURY DAIRY MILK Bournville Gets Darker Cadbury India’s chocolate category head on the recent changes in the packaging of some of its popular brands. By Ashwini Gangal

ecently, Mondeléz India Foods (formerly insists, saying, “A change in the mould means that Cadbury India), part of Mondeléz the new line will have curved or rounded edges, RInternational, made a few changes, both instead of the current square cubes, to improve the cosmetic and product-related, to some of its way the chocolate melts in the mouth.” chocolate confectionery brands. Cadbury Dairy As regards the recipe change in the Fruit Milk has received a packaging revamp across its and Nut, Crackle and Roast Almond variants, variants, of which Cadbury Fruit and Nut, Crackle Mukherjee tells us that these changes are backed and Roast Almond have undergone a recipe and by research, which indicates that “the inclusion of mould change for the first time since they were nuts, raisins and ‘crispies’ are preference drivers in introduced almost 10 years ago. And Bournville, this category.” the company’s premium dark chocolate offering, Even so, a recipe change is a big move; after just got darker. all, people are used to a certain type of taste and The shift to the new design is being implemented take comfort in that familiarity. And, the recipe across the globe and has been developed by for this product line hasn’t been changed since it Cadbury Dairy Milk’s global team in partnership “Cadbury Dairy Milk has a mass was introduced almost 10 years back. Mukherjee with Pearlfisher, a design agency. appeal and we are aiming to explains, “With time, consumer preferences have Siddhartha Mukherjee, director, chocolate further enhance our comsumer’s evolved and these changes have been picked up category and media, Cadbury India reminded us by us through various consumer research studies that the last time Cadbury Dairy Milk underwent chocolate experience.” done by us.” a packaging change was five years ago. “The new SIDDHARTHA MUKHERJEE In line with the findings of this research, the look is based on the ‘say what you see’ philosophy,” company decided to increase the quantity of nuts, which paints a vivid picture of the product inside raisins and other such crispy items. “We have This look is more modern and playful, while made the chocolates chunkier/crispier to suit the proudly retaining the identity of Cadbury Dairy Moreover, brighter colours have been introduced needs of the consumer,” he says. For instance, Milk that has been a part of the brand’s heritage to improve on-shelf presence. Is this an attempt to there will be 50 per cent more almonds in the new since 1905,” he says, referring to the brand’s famed make the packaging more appealing for kids/teens? Roast Almond offering. glass-and-a-half logo that has been retained on the “Cadbury Dairy Milk has a mass appeal so the TG Speaking of recipe changes, we also learn that new package. of course remains the same. We are just aiming Bournville will see a 6 per cent increase in its cocoa About what led to this change, he goes on, to further enhance their chocolate experience,” content (from 44 per cent to 50 per cent). “Evolving consumer preferences are a direct Mukherjee clarifies. In what ways has the chocolate category evolved result of more and more consumers travelling Speaking of a younger TG, one would in the recent past? Mukherjee answers, “The internationally and an increased exposure to a assume a mould change is also an effort in that rising affluent urban demographic has increased variety of products and experiences.” direction. Why was it important to change the spending. The market is showing double digit We see what he means by ‘say what you see’; shape of the chocolate? “The mould design has growth every year and the growth in modern retail instead of regular product shots, the packages a significant impact on the way the consumer has also been strong. „ now have near-caricatures of the product inside. actually experiences the product,” Mukherjee [email protected]

<< FRQWLQXHGIURPSDJH people played the game. up for Season 3, we no longer get awkward stares For Madura, all the standard measures such when we say we are going to send you to Rohtang ...Brands Can Use Content as time spent on TheLabel.in and click throughs Pass in a Nano,” smiles Bhattacharya. thereon to the LouisPhilippe.com are being In contrast, for Intel, the only ROI that the to today, where we are in always-on sustained tracked. At this point, though, these measures brand targets through their Look Inside series is communication model,” says Lochan. What she are probably subservient to the higher purpose of reach. “We look at reach from two points - organic says becomes especially true when one views the creating a destination that will, over time, help the and inorganic. But the primary objective for us is crazy number of Indians going online via mobile. brand stand out in a highly cluttered category. achieving extended reach,” emphasises Aurora. Ideally, believes Praveen Gupta, head - digital HOW TO MEASURE business, Tata Docomo, “Content creation is not s with any new form of communication, there An obsession with measuring an overnight job. Brands need to invest in content Ais no standard method to measure the return returns too early in the periodically and it is a long-term game. Ideally one on the money invested in content marketing. As should not attach a short-term goal of attaining things stand, each brand measures success – or content game could smother ROI with content.” failure – using different yardsticks. Moreover, as RP Singh points out, “The other For example, IPL is considered a success for experimentation. benefit of content marketing is that it increases a having expanded the interest around cricket by brand’s online presence. Content travels beyond drawing in the uninitiated. Ironically, however, An obsession with measuring returns too closely a brand’s owned properties and the overall reach the IPL website was visited only by die-hard fans. early in the game can smother experimentation. increases. It also helps in SEO to a great extent.” Fantasy Cricket, with some variations for casual “The first season of Nano Drive with MTV required Content is a route that could work in many players of the game, brought in a whole new Tata to take a leap of faith. At the start of Season categories but brands will have to be thoughtful audience to the IPL website. Last year, over 3.5 1 not many saw the Nano as a car in which you about the exact path they should tread. „ million people visited the site and over 600,000 could actually travel to places. Now as we gear [email protected]

16 afaqs! Reporter, June 1-15, 2014

0$5.(7,1* USED CAR MARKET A Smooth Drive In the past three years, new car sales have fallen sharply, paving way for the used car market to grow at 16-20 per cent year on year. By Devesh Gupta

iven the Indian consumer’s recent open- Carnation, Quikr, CarTrade and CarDekho are ness towards buying used cars, the big platforms for dealers of used cars to display Gdomestic car market has entered a new their inventory. The brands do not own any phase of sorts. Over the past three years, the ‘new inventory but, through their online platforms, car’ market has slumped while the ‘used car’ mar- serve the purpose of connecting the dealer and ket has seen significant growth. the consumer. Dealers are required to mention all According to the Society of Indian Automobile relevant information about the car before availing Manufacturers, in India, in 2011-12, 2.03 million a listing on any of these sites. new cars (units) were sold, as against 1.9 million used cars (according to players in the used car WHAT’S THE ‘USED CAR BUYER’ LIKE? industry). here are three types of used car custom- Interestingly, in 2012-13, the new car market Ters: Firstly, those motivated by the financial fell by a little over 6 per cent to 1.8 million units, aspect. They are mindful of the fact that a new while the used car market grew by 20 per cent to car depreciates in value by 20 per cent in its first reach 2.3 million units. year. Secondly, those who want a higher value for The trend continued in 2013-14; the new car money, and lastly, first-time car buyers, who have market fell by another 6 per cent to reach 1.7 just about entered the workforce and are looking million units, while the used car market grew by to buy a car. another 18 per cent to reach 2.8 million units. For brands in the space, target buyers include In terms of the number of units sold, the used families, youngsters in their early 30s, and others car market has raced ahead of the new car mar- looking for an ‘extra car’ at home. “Rich people ket by 60 per cent. Vinay Sanghi, founder and buy new cars, while financially savvy people buy CEO, CarTrade.com, says, “The used car market used cars,” says Jagdish Khattar, MD, Carnation has seen a buzzing 16-20 per cent year-on-year from, a wide network of authentic franchises and Auto India. growth. And, it is bound to grow more.” a car buying experience that closely resembles that Major hubs for the used car market are Delhi, The key players of this segment include of buying a new car. Mumbai, Bengaluru, Hyderabad, Chennai and Mahindra First Choice Wheels, Maruti True Nagendra Palle, CEO, Mahindra First Choice Pune. Maruti followed by Hyundai are the most Value, Hyundai Advantage, Toyota Trust, Quikr, Wheels, says, “Four things are important to a con- traded used cars. Carnation.in, Carwale.com, CarTrade.com and sumer while buying a used car - a ‘friendly’ buying CHANGE AND CHALLENGE others. Players like Quikr, Carnation and Carwale experience, good vehicle conditions (used cars are n India, buying a car is a family decision, second are relatively newer players in the auto market that not perfect!), a fair price and efficient/non-tedious Iin importance only to buying a house. Today, operate in the e-commerce space.These organised paperwork for the transfer of ownership rights and many families with four to five members, that players control only 20-25 per cent of the market; the like.” need a big car, opt to shop in the used car market. local brokers control the other 75 per cent. Brands are looking to strengthen their dealership HOW DOES IT WORK? networks. Mahindra has over 350 outlets, Maruti WHAT DOES THE ORGANISED SEG- perating traditionally, most unorganised has over 450 outlets. Focus is on ensuring that the MENT STAND FOR? Oplayers in this category offer none of these. dealer networks remain profitable and the inven- he organised players in the used car industry Organised players, however, appear focussed on tory turns into cash. „ Toffer a huge inventory for customers to choose giving buyers a good experience. Players such as [email protected]

BINDASS just to get entertained but also to see For marketing, promos were how they can deal with a few things run on the network channels, in their life. news channels and regional news In order to promote the show, channels. On the day of launch of Married by Chance Bindass has launched a music the show, there will be ads in key video by Arora, which is being run dailies of the target markets (1mn+ The show will feature 26 love stories of couples on Bindass and Bollywood news and 1 to 10 lakh markets in UP, who ‘bumped’ into each other. News Bureau channels like UTV Stars. Gujarat, PHCHP and Maharashtra). For high reach, OOH was used ringing together stories of ‘Love by Chance’ is a different in cities with high population couples who met each other offering from the channel after density. The channel occupied key Baccidentally and allowed love some intense shows like Emotional sites in 15+ towns. In order to to blossom, Bindass is launching a Atyachaar, Yeh Hai Aaashiqui, Halla increase exposure and frequency new show titled ‘Love by Chance’. Bol (which is going off-air, vacating of the launch campaign, there will The romantic comedy, Bindass’ the slot for Love By Chance). be promotions across social media first, will showcase 26 love stories The show will be hosted by platforms. inspired by real life. It is being actor-comedian Kavi Shastri. On Twitter, ‘Love By Chance’ produced by BOLT Media. The Indrajit Ray, executive director, stories will be presented in 140 show is aired every Saturday at 7 content, Disney India feels that characters. „ pm. youth consume entertainment not [email protected]

18 afaqs! Reporter, June 1-15, 2014

',*,7$/ ZOMATO Tale of Two Cities Restaurant review website Zomato’s campaign to get techies to move to the national capital drew flak from Bengaluru. afaqs! takes a look at what happened. By Satrajit Sen

t is controversy season on social media. First it was political warfare carried out by political Ioutfits and personalities. Then Rajinikanth took the social media by storm with his famous entry and what followed after that. Now, restaurant-reviewing website Zomato faces wrath from consumers for a hiring ad it launched online. Zomato, on May 20, had launched a quirky campaign to invite job applications from Bengaluru THE AFTER EFFECT to its headquarters in Delhi. The company invited he company soon reacted and put up an Bengaluru-based IT professionals - coders, project Tapology note on the same page on which it managers, user interface designers and others - to had posted the job advert (http://www.zomato. move to Delhi. com/techcapital). In its apology, the company The company had put out a post in its careers said that its agenda here was to attract some great page underlining why Delhi is better than tech talent for Zomato, and nothing else. “We Bengaluru. Some of the reasons bordered on the thought that a little humour never hurt anyone, eccentric, including ‘’Delhi does not have curfews, but turns out we were wrong and that we might which means you can work and play past bedtime.” have overstepped a line or two,” the company said Highlighting some of the Delhi-based in a post. start-ups that did well in comparison to some Deepinder Goyal, CEO of Zomato, then came Bengaluru-based ones, the website claimed, up with further clarifications on the entire episode. “We admit, AAP is the only known failed start- “The last 24 hours have been eventful for us, to up from Delhi.” Alok Jain, chief marketing say the least. We made one elementary mistake with this campaign - we took the ability to laugh at ourselves for granted. It hurt some feelings, and we are truly sorry for that,” he noted in a company “We made a blog, terming themselves as crazy, not stupid mistake of taking (http://www.zomato.com/journal/were-crazy-not- the ability to laugh stupid). at ourselves for BAD PUBLICITY IS GOOD? granted.” ome people on social media were of the view Sthat Zomato got exactly what it wanted from DEEPINDER GOYAL the campaign. Its objective was to spread the word around and it was successful in that. However, in garnering some mileage for the brand, it looks like Zomato has incurred a dent in its brand image. officer, Zomato, said on the website, “Delhi is Pointing out where Zomato went wrong with the reality check to Bengaluru’s one-sided view the campaign, Saurabh Parmar, CEO, BrandLogist of the Indian tech ecosystem.” The ad further agrees that people have different perspectives on claimed that the other reason that would lure humour and some would have found the post people into taking up a job at its Delhi office fine. “But the problem is that in one post itself was the wider roads, “which means you spend they managed to offend too many people from less time on the road and more time on the right Bengaluru, those from Delhi, employees of a things - work and family.” bunch of companies, Honey Singh, AAP, and This didn’t go well with Indian netizens, politicians across India. especially the residents of Bengaluru. Users held He adds that though Goyal’s response was this as an extremely irresponsible campaign from honest, the response should have been quicker, a well-known company. Some even termed it a maybe within 12 hours. “I think the lesson cheap attempt at marketing that put cities against which any brand can clearly draw is to have a each other. crisis management team in place which responds Most users termed it a lame attempt and some quicker. It may seem a waste of money in normal even promised on social media that they would Zomato said that its agenda scenarios but overnight, their rating on Google delete the Zomato app from their devices and Play store fell from 4.5 to 4.3 with lots of negative never use the service. Others warned Zomato that was to attract great tech responses,” Parmar opines. „ it would lose users to competitors like FoodPanda. talent and nothing else. [email protected]

20 afaqs! Reporter, June 1-15, 2014 ',*,7$/ FB/COMEDY NIGHTS WITH KAPIL New Likings This is the largest fan base recorded by a television show on Facebook. By News Bureau

fter notching high viewership numbers and consistently being the most watched Anon-fiction show in the Hindi general entertainment genre, ‘Comedy Nights with Kapil’ has delivered another record-breaking achievement, this time on the world’s leading social networking site, Facebook. The show, hosted by Kapil Sharma, has registered 10,006,163 likes in just nine months. The Facebook page of the show was launched in August, 2013 and since then, has been consistently gaining traction on its fan page. Currently, there are 1,004,169 talking about it.

FACEBOOK SCORECARD

According to Colors, the ‘Comedy Nights relationships between the characters of the show with Kapil’ Facebook page has seen phenomenal like Dadi-Bittu, Bittu and his wife, Bittu-Palak, growth with more than 80,000 fans getting added Bittu-Bua. People tended to relate to these jokes every 24 hours. It also has a strong male skew with which reflected ‘generation gap’, or arguments 70 per cent of fans being males and 41 per cent of between a husband and wife and liked, shared overall fans being men in the age group of 18-24 them.” The growth on the show’s FB fan base is years. organic, he adds. According to Vivek Srivastava, digital head, A typical Sharma joke and the wisecracks by Colors, the show’s home page had started his wacky family is shared about 10,000 times and getting traction immediately since its launch. generates more than 1.5 lakh likes. Interestingly, “Strategically, we didn’t use FB as a catch-up for an episode. We posted jokes, explored the FRQWLQXHGRQSDJH>>

the channel thought of bringing MTV back ‘MTV Bakra’, it felt it needed bigger faces and bigger people to pull it off. “That’s why we thought Global Punk’d is Desi Jhand that reviving Bakra with Jhand will be very cool,” Gupta adds. The show is in association with Balaji’s upcoming movie titled ‘Kuku The channel has planned five weeks of telecast for ‘MTV Jhand Mathur Ki Toh Jhand Ho Gayi’. News Bureau Hogi Sabki’. The audiences will see celebs such as Varun Dhawan, fter Haunted Nights, MTV has Siddharth Malhota, Anu Malik and announced the launch of yet Ekta Kapoor spinning plans to play Aanother series in association pranks on friends and colleagues, with Balaji’s Alt Entertainment, while young Bollywood stars like called ‘MTV Jhand Hogi Sabki’. Nargis Fakri and Shraddha Kapoor Through the show, which has will be seen at the receiving end of a title similar to Ekta Kapoor’s see celebrities pull pranks on each the pranks. upcoming movie ‘Kuku Mathur Ki other. show will be supported by a 360 Toh Jhand Ho Gayi’, MTV aims to Starting May 24, the show is degree marketing campaign and will revive its candid camera/practical aired every Saturday at 7 pm. It be promoted across all social media pranks property, MTV Bakra. replaces MTV’s flagship property, programming to the viewers, but platforms of the channel. The show, however, is similar to Roadies. with a different perspective. The MTV has roped in Addiction the brand’s international property, According to Vikas Gupta, show’s association with the right and Liberty as the sponsors for the MTV Punk’d. Hosted by young programming head, MTV, “What names and right brands seems to be show. It will also launch the new actors Siddharth Gupta and Ashish we are now doing is interesting tie working for us.” season of Splitsvilla.„ Juneja, ‘MTV Jhand Hogi Sabki’ will ups. This helps us take the same He goes on to add that every time [email protected]

afaqs! Reporter, June 1-15, 2014 21 0(',$ FIFA WORLD CUP The Accidental Fans Sony Six kick-started the campaign for the FIFA World Cup with a promo created by Havas Worldwide. We caught up with its business head to talk about its promotional initiatives. By Prachi Srivastava

he biggest football tournament is just in this campaign. Brazilians mmusicusic and crcrowd participation in the film, around the corner and Sony Six is proud look at football, likee we looklook uurgingrging peopeoplep to watch the magic unfold Tto be the broadcast partner for it. The at cricket. ‘Live thehe MaMagic’gic’ oonn SonSonyy SSix.” Multi Screen Media channel plans to go all out to communicates - be a partpart of TheThe campaigncam will soon be extended promote the FIFA World Cup 2014, its first, across this magic, be a partart of the to other media.m The channel has planned platforms. greatest party on earthrth which on-groundon-groun activations across seven To start with, the channel has launched a will be entertaining, glamorous ccitiesities in ttheh country, including Bombay, television promo, conceptualised and created by ,fun, that the sportingng event ofof Delhi,Delhi, Bengaluru,Ben Chennai, Hyderabad, Havas Worldwide. The campaign, titled ‘Live the this nature can promise.”omise.” TThehe PunePune andand Kolkata.Ko Besides, there will be Magic’, features actor John Abraham, who is seen campaign is directedd andand filmedfilmed byby radioradio spots, printprin ads, OOH sites, and digital encouraging viewers to join in the party to catch Prashant Issar of Tubelightbelight films. campaignscampaigns runningrunni to promote the property, the “ultimate footballing extravaganza” on Six. Vivek Rao, ECD,D, Havas Media, alongalong with slots ono MSM network channels. According to Prasana Krishnan, business head, says “FIFA World CCupup is the biggest FIFAFIFA World Cup 2010 had delivered a Sony Six, from a viewership perspective, FIFA platform for the likeskes of various cumulativecumulative reachre of 65 million. However, World Cup tends to draw a lot of football viewers, football icons to showcasewcase their thethe numbernumbe was on a base which is who may not be regular football viewers on a week mastery. The paperer macmachehe very differentdiffere from where we are right in and week out basis. “Through the past data, masks bring a distinctivective visuavisuall now.now. TheThe channelc expects to double this what we have seen in the Indian context is that element that has number in the 2014 World probably 95 per cent viewers Cup. who come to watch FIFA FIFA World Cup gets World Cup are not regular a lot of female viewership. football viewers. Viewership AccordingAc to Krishnan, around on the football World Cup has 40 per cent cent of the viewers are female, been as high as 15-20 times which is one of the highest in the sports the viewership for a typical The FIFA genre. league match or any other “Football is clearly picking up in the non- bigger league.” World Cup traditional football markets. There is no doubt That itself implies that the campaign aims that markets like Bengal and Kerala have always channel has to cater to a much been traditionally strong markets where football is wider audience base and not at replicating viewed. It is also picking up in markets like Delhi, just football enthusiasts. The Mumbai and Bengaluru in the recent years among TV campaign is shot with the the carnival the urban youth,” Krishnan opines. idea of replicating the carnival Sony is known to have changed the perspective atmosphere surrounding atmosphere in through which cricket was seen in India, with Brazil, where the tournament Brazil. the launch of the Indian Premiere League. The will take place this year. channel has roped in Xolo as one of the sponsors Krishnan mentions that the and plans to get another 8-10 sponsors on board. moment one talks about football World Cup all the carnival cues about it. By combining the The 2014 FIFA World Cup Brazil will kick off in Brazil, the images it brings to people’s mind two, we captured the essence of Brazil and the on June 12. The knockout stage will start from are of celebration, colour, carnival and glamour. carnival feel that it would bring to the FIFA World June 28 and conclude with the final on July 13. „ “That’s the spirit of football we needed to capture Cup. All this is reflected with the energy, passion, [email protected]

<< FRQWLQXHGIURPSDJH mobile application also witnesses an average of 1.5 lakh downloads every month, enabling the consumption ...New Likings of not only full episodes but also episodic mini-clips. Sharma’s personal Facebook fan page Sharma, the creator and producer already has more than 10 million of the show, says, “It’s a signal of fans.There was a countdown app approval from the viewers on social which got activated the moment the media all across the globe that we are page hit 9,900,000 fans. Once the creating a product which people love 10 million mark was crossed, video to watch.” messages by Kapil, Palak, Daadi, Apart from the Facebook page, Sumona and Navjyot Singh Sidhu the channel is engaging with the were posted to acknowledge the viewers on Twitter through its own relentless love of the fans across handle and not a specialised one. the globe and making this landmark “For CNWK, we are using Twitter achievement happen. for live interactions” Srivastava says.„ The Comedy Nights with Kapil [email protected]

22 afaqs! Reporter, June 1-15, 2014 ,17(59,(: NAGESH ALAI> CHAIRMAN, FCB ULKA “Anybody can head an agency” For Nagesh Alai, the CFO-turned-chairman of FCB to John Wyeth, another multinational pharma company. Had I continued at John Wyeth, take it from me, I would have headed it. I am not saying this Ulka, heading an advertising agency is ‘No Big Deal’. afaqs! out of overconfidence; I am saying organisations are fair and there’s nothing Reporter quizzes him why it is rare for a finance guy to wrong for every person who is above average to think they can head the become chairman of an ad agency in India. company someday. By Ashwini Gangal Recently, we asked Pratap Bose whether people from ‘non- mainstream’ disciplines face a glass-ceiling within agencies. In a n the Indian advertising industry, it is usually the suits - and occasionally sense, you have shattered one such... a creative head - who gggo on to chair agencies. But in the case of FCB I’m sure you’llyppg see more of it happening. At the end of the day, we’re in IUlka, Nageshagesh Alai, erstwhile chief finance officer, executive thethe ‘people business’. There are creatives, suits,su strategic thinkers, media director and generalgeneral counsel,counsel, went on to becomebecome chairmanchairman ofof experts,experts, financefinance guys, IT guys... anybodyanybo could become head; it the agency. dependsdepends on thethe person’s relevance,relevance, thethe person’s equity. Alai joinedd the agency in 1990 as vice president, finance MyMy appointment is not going to bbe a trigger for that to happen, and subsequentlyuently went on to head the agency’sagency’s finance though.though. It depends on the rirightght personper being there. operations acrosscross Asia Pacific and Africa. About 15 months back, he was made chairman of the agency.agency. Was it something aboutabout UlkaUlka thatt made it possible for a Over the yyears,ears, Alai has been active in industry forums. CFO to take charge? Perhaps yyouo wouldn’t have received Speaking of whwhich,ich, wwhenhen hhee was namenamedd presipresidentdent of AAAI tthishis elevationelevation hadhad you beenbeen partpar of any other agency... (Advertising Agencies Association of India)India) four years ToTo bebe honest,honest, FCB UlkaUlka doesdoes haveha a certain way of looking back, there waswas substantialsubstantial dindin aboutabout howhow a “finance“finance guy” aatt tthings.hings. We hhaveave a ddifferentifferent pphilosophyhilo in terms of the team was elected for the role. There’s something veryvery Martin bbeingeing more important than individuals.indiv It is a supportive, Sorrell-esquee about Alai’s success - (the knightknight was finance enabling environment. The team playsp together; if one person director at Saatchiaatchi & Saatchi before he went on to create iiss not performing well on a given day,d somebody else steps in. history, remember?)ember?) SSoo I gguess,uess, there’s somethinsomethingg aboaboutu FCB Ulka. It’s something When askedked why the transition to his current position was iincalculable.ncalculable. such a quiet one, he says, “At the end of the day, you are The top managememanagementn has been there for 24-25 representing your company to your overseas parent. years. TThehe top 775 people have been there for There’s no pointpoint talkingtalking aboutabout thesethese changeschanges 115+5+ years. There must be a solid reason in public. WeWe don’t explainexplain ourselves forfor that. We are not famous for our to anyone,” he sasays,ys, stastayingying true his creativecreative but we are famous for our agency’s, andd perhaps his own, DNA.DNA. brandbrand successes,s long relationships Though he insisted his current with clientscl and a stable team. position is “notnot a big deal,” we tried our best to tell himhim why we think it is. We YourYour peers agree Ulka is also asked tthehe CFO-turned-chairmanCFO-turned-chairman different.differe Some say, in a of FCB Ulkaka whywhy elevations like these roundround about way, it’s the are so rare inn the agencyagency system.system. Edited lacklack of emphasis on its Excerpts. creativecrea product that goes handhan in hand with this FOTOCORP Why is it so rare for a CFOCFO to unconventionalun elevation... become chairmanairman of an ad agencyagency CompletelyCo wrong. I agree we in India? arear not famous for winning I don’t know.w. PerPerhapshaps peoppeoplele are caugcaughtht awardsaw but if our creative is as up in conventionalentional thinking,thinking, perhapsperhaps badb as it is made out to be, we they don’t getet enough opportunities... wouldw not have had so many fact is, theree are excexceptionallyeptionally stronstrongg brandb successes, long term finance peopleple in the industry. clientc relationships and new It has beenen rare in the advertisinadvertisingg businesses.b industry, butt if you look at any other Look at how we are industry, whwhetherether it is ppharmaharma or structured.st We have strong engineering or anyany specialist services CEOsC responsible for various industry, therehere are people from all verticals.ve If you have strong streams at thehe top. It is a fundamentallfundamentallyy CECEOs looking after important wrong notionn that only people with a businesses,busi there is no point particular sett of experiences or from a inin divertingdi their attention from particular disciplinescipline can go on to head stayingstaying focused on the clients. the organisation.ation. AnybodyAnybody can get WhyWhy dilutedi their attention? So I there; it dependspends on your aptitudeaptitude havehave an alternate theory: you should and attitude. continuecontinue to allow the CEOs to do Years agogo I was in Boots what ththeye are best at - networking, Pharmaceuticals;cals; DM Gavaskar, mmyy kknowingnowing their client, knowing boss at the time,me, who was the finance their competitioncom and knowing the head, went onon to become managingmanaging director of thehe company. I tthenhen movemovedd FRQWLQXHGRQSDJH>>

afaqs!afaqs! Reporter,Re June 1-15, 2014 23 0(',$ ZING An ‘open-ended’ Romance

Pyaar Tune Kya Kiya will depict real, young, burning love stories and has an amazing start cast including Sana Khan, in 13 episodes. By News Bureau Shaleen Malhotra, Pratyusha Banerji, Ayaz Ahmed and many more. The content is captivating even to me and we are extremely delighted to add this ing, the youth entertainment channel from original series to our bucket of shows.” the Zee Network stable, will launch its first The essence of each story will resonate with Zfiction series titled ‘Pyaar Tune Kya Kiya’. each teenage boy or girl across the nation, be it The show will be aired in 13 episodes and in a small village or a large city. “As youth are depict real, young, burning love stories, with raw passionate about fighting for their love they would emotions. have encountered similar situations in their lives Launched on May 23, Pyaar Tune Kya Kiya is or in the lives of friends and family. The content aired every Friday at 7 pm. is very real and based on true stories,” Bedi adds. Set in the heart of India, the show seeks Pyaar Tune Kya Kiya is the first show to be inspiration from everyday love stories. Pyaar Tune Kya Kiya delves into the lives of star-crossed lovers played by TV celebrities. The weekly series demonstrates real love stories, where passion meets crime with a twist. The stories could leave the audience empathising with the perpetrator of the crime, whose act is spurred by circumstances. The show is hosted by Meiyang Chang and Surbhi Jyoti. Zing has recently revamped to include fiction shows in its line up. Like Channel V that earlier aired music targeting youth, Zing too has taken the route of airing fiction shows as well. launched since Zing revamped its identity, and According to Anurag Bedi, EVP and business The series demonstrates will thus see extensive launch activities. The head, Zing, “Zing has recently undergone real love stories, where marketing activities for Pyaar Tune Kya Kiya started a complete change in its look and strategy, four weeks before the launch. The channel has repositioning itself in the youth audience. Most passion meets crime with a an extensive TV plan, and is airing promos across of the fan base is from the younger generation, various channels. Apart from show promos, it got who are bold and follow their own rules. In order twist. the lead couples from popular shows of Zee TV to cater to the mindset of these viewers we have viewer to decide for himself. This kind of show is such as Doli Armano Ki, Do Dil Mil Rahe Hai Ek developed specific content to epitomise this free very new and we are sure it will gain popularity Dori Se, and Sapne Suhane Ladakpan Ke to endorse spirit and lifestyle.” with the youth,” Bedi adds. the show. “Pyaar Tune Kya Kiya is unlike any show on air Vishnu Shankar, programming head at Zing The channel also has an outdoor, on-ground as its format is completely new to this genre of states that Pyaar Tune Kya Kiya is a show that’s and radio plan for each of the metros and mini- fiction. It’s open ended in the sense that we present different and involves passionate, open-ended metros. The campaign will also be supported by situations that various couples face and things they love stories leaving the viewers empathising with social media. „ do to protect their love and then leave it up to the the antagonist. “The show is very bold in nature [email protected]

<< FRQWLQXHGIURPSDJH second-line - that does a great job. I remember a famous person management person who steps in Without that exceptional talent to saying derisively about some agency, and says, ‘Listen, this does not make support them, sooner or later these ‘the agency is run by accountants’ but business sense.’ Every action you take ...Anybody Can heads would be under pressure. the person who said it has shut shop! has a financial implication. If that consumer. It is all unfortunate stereotyping. action does not translate into some Finance is supposedly the least People feel advertising is only kind of bottomline dollar, then you That’s like saying giving a ‘glamorous’ department within about the creative that you see. cannot stay invested in the business. creative head a management role an agency. They say, with a Agencies are not purveyors of is like distracting him/her... ‘finance guy’ at the helm, Ulka’s creatives. Agencies have to realise that As chairman, what keeps you Yes, I’m saying it. creative product may get even they are in the business of business. awake at night? And this is not to say that if more neglected than it already And there is nothing glamorous Relatively speaking, we are a somebody else had become chairman, is... about the advertising business; it’s a homespun agency. Today, just about he would have done a lesser job of it. Well it suits to people to say that, 24-by-7, backbreaking business. So two to three per cent of our business Obviously the person would have doesn’t it? That’s a psychological let’s not get carried away. is ‘global business’, whereas our key done an equally good job, because it’s game played by competition to raise A creative person who doesn’t competition has around 30-50 per not rocket science. question marks in our clients’ minds. have commercial sensitivity may not cent global business. So at one level, They had the same thing to say when look into these aspects. You will get they are in a comfortable situation Don’t existing examples of Anil Kapoor (former chairman, now into a problem if the head of creative compared to us. Hence, the degree creative honchos-turned-agency chairman emeritus of the agency) is the only person who can take a of tension that the management here heads go against your theory? joined. Had he been weakened by call on the resources required and faces is vastly different from that How can you say that? These heads that talk, we wouldn’t have been go haywire with the spending. You faced by other agencies. „ have an army of lieutenants - a where we are today. need to have a finance or account [email protected]

24 afaqs! Reporter, June 1-15, 2014 -2%6:,7&+

Post: Sr. Copy Writer marketing will be preffered. Should like Flash, illustrator and Photoshop Location: Mumbai Company: Marshmallow have good good communication is a must.Should be able to handle Emai: Profile: Candidate will be skill to convince the client. the team. [email protected] responsible for handling headlines Exp: 1 to 2 years Location: Bangalore ...... and Copy for Ads, brochures, Location: Mumbai Email: [email protected] Post: Art Director emailers, digital and other Email : [email protected] ...... Company: Walnut Advertising P.L collaterals with an ability to craft ...... Post: Print Production Manager Profile: Candidate need to manage copy in a manner which is clear, Post: Sr. Copy Writer Company: Akriti Adcomm Pvt. Ltd. team of graphic designers for concise, and persuasive Should Company: Thoughtrains Design Profile: Conversant with detailed FMCG and Pharma Jobs. Will have understanding the brief and Pvt Ltd. offset printing and digital printing be responsible to visualize and brainstorming with the creative Profile: Candidate with good process and fabrications methods. execute in Illustrator, Coreldraw & team & experience of handling B2B creative written skill, Good Has good relationships with leading Photoshop. and B2C clients is a must. presentation skills are required. presses of Delhi and has the ability Exp: 2 to 5 years Exp: 5 to 7 years Candidate should be keen to learn, to lead a team. Location: Mumbai Location: Ahmedabad highly energatic & young at heart. Exp: Minimum 3 years Email: [email protected] Email: [email protected] Exp: 0 to 6 years Location: Pune ...... Location: Navi Mumbai, Vasai Email: Post: Radio Sales / BD Post: Manager - Media sales Email: [email protected] [email protected] Company: Vermillion Company: AdGlobal360 India ...... Communication Pvt. Ltd. Pvt Ltd Post: Business Development & Post: Art Director Profile: Good communication Profile: Prospecting / Analyze client Client Servicing Manager Company: Critique skills, Should be from Radio websites and business situations Company: Virtual Eyes Pvt. Ltd. Communications Pvt Ltd industry or Media industry . quickly and accurately drawing Profile: Candidate with excellent Profile: Needs an Art Director with Exp: 2 to 5 yrs on Adglobal’s Pitch / managing communication and presentation creative skills, graphics & designing Location: Delhi Inbound Leads and convert them skills candidate should have skills, good communication skill. Email: [email protected] into Sales. Hard core Sales profile excellent networking in the industry Should have knowledge of Photo ...... in achieving monthly targets in with a proven track record of shop, Coral Draw, and illustrator. selling services like SEO, SMO, building strong relationships with Exp: 0 to 2 years. ORM, Media Buying, Google clients & different media. Should Location: New Delhi PPC etc. Should be able to Work be well versed with the pitching Email: [email protected] on Corporate Presentation and process, strategic planning, and ...... Corporate Profile for prospective aggressive approach towards Post: Brand Consultant customers. winning clients. Company: BrandStory Consult Exp: Minimum 4 years Location: Gurgaon Profile: Needs to manage consulting (9(1*22'&$1! Location: Mumbai Email: projects from brand strategy to *(7%(77(5 Email: [email protected] [email protected] execution which will require ...... both client and agency interface. Post: Junior Graphic Designer / Post: Graphic Designer Candidate will engage with the Senior Graphic Designer Company: Sepia Advertising Pvt.Ltd. creative and implementation Company: Four Square Advertising Profile: We are looking out for partners to ensure smooth Profile: Need a graphic designer a candidate who can design or execution of action plans. TO ADVERTISE, CONTACT: with excellent creative designing create graphics to meet specific Exp: 4 to 6 years. skills to design the creative layouts commercials or promotional Location: New Delhi Abhilash Singh Ph: 09999989454 with an expert knowledge of coral needs such as packaging, displays, Email: [email protected] Email: [email protected] Draw, Photoshop, Illustrator logos. Candidate should have ...... and image editing software to knowledge about Layout skills, Post: Client Servicing / Business Alisha Farooq (Delhi) conceptualize and design artworks. Creative services, Customer Focus, Development Ph: 09582397786 Exp: 0 to 2 years. Creativity, Flexibility, & Ability to Company: AMC Creative Email: [email protected] Location: Ghaziabad meet deadlines. Communications Sumeet Chandiramani Email: foursquareadvertising09@ Exp: 3 to 5 years Profile: AMC requires a client (Mumbai) gmail.com Location: Noida Servicing / Business Development Ph: 09820590172 ...... Email: [email protected] people to generate significant leads Email: [email protected] Post: Marketing / Client Servicing ...... and revenues. Canddidate should [email protected] Executive Post: Sr. Visualiser Digital be an original thinker, confident of To view other jobs in Marketing, Company: Mindscan Advertising- Company: Paradigm Plus Marketing developing new business, confident Media and Advertising, log on to: (Mad) A Division of Widea Communications Pvt. Ltd. of presenting his work. Computer www.jobswitch.in Advertising In Profile: Candidate with an & internet savy & should be able to Join us on : facebook.com/jobswitch Profile: Candidate with knowledge experience of 2 to 4 years & work independently. of brand communication & knowledge of designing software Exp: 2 to 3 years

afaqs! Reporter, June 1-15, 2014 25 3(23/(

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

s a major move this fortnight, Prakash dopia Inc., the online and mobile video AJavadekar has been appointed as the new Vadvertising platform, has appointed Ajay Minister of State for Information & Broadcasting Prakash Mishra as director, operations, APAC. (independent charge). In addition to this, he The company has also introduced the Global has also been appointed as Minister of State Operations and Media Hub in Gurgaon and (independent charge) for the Environment infused new talent in its local and global teams. Ministry. Mishra brings with him 10 years of experience in In another major movement, B Sai Kumar, operations, business analysis and client servicing. group CEO of Network18 has resigned. Kumar At Vdopia, Mishra will focus on the company’s joined in 2011 prior to which he was with the TOI operations leading its current, high-touch Group and worked operations model. He will be responsible for with Times Music and KUNAL BAJAJ AJIT SINGH quantitative and qualitative analysis to support Times FM. APAC’s campaign portfolio, shape strategy and Ajay Chacko, function with SME clients. identify solutions to business and operational COO, Network18 Disney India has appointed Prakhar Joshi challenges. and president, A+E as director and will head the India theatrical Mindshare, has appointed Vinod Thadani as Networks | TV18, has distribution. With nearly 17 years of experience chief digital officer, South Asia. In his new role, quit. He joined in 2003 at PVR Cinemas, most recently as head of Thadani will be responsible for managing the as head, marketing for programming, Joshi comes with diverse agency’s full-service its English business experience across verticals like film programming, digital offerings for news channel, CNBC- movie distribution and cinema operations. He existing clients as TV18. has been involved with the multiplex business in well as bringing in B SAI KUMAR Avinash Kaul, India since its inception and brings with him an new business to the erstwhile chief in-depth understanding agency. He has more executive officer of Times Now, ET Now and of the distribution and than 15 years of media Zoom, is joining IBN18 Network as CEO. He exhibition sector. experience. will manage CNN-IBN, IBN7 and IBN Lokmat. Sandeep Kumar He has worked He will step into Dilip Venkatraman’s shoes, who Das joins as associate with Madhouse India. quit TV18 in August, 2013. director, marketing He worked closely Dharit Parikh, erstwhile business director of from Viacom18 Motion with over 100 clients VINOD THADANI Mindshare, has joined Perfect Octave Media Pictures, where he has including Intel, Idea, Projects (POMP) as business head, sales and handled the campaigns VW, Panasonic, Titan, marketing. of big films. Britannia, Google, LIC, Siemens, ITC, Flipkart Bloomberg Media has appointed Kunal Bajaj Lada Guruden and others. as head of media sales for the country. Bajaj has PRASHANT PANDEY Singh joins as head, After a 7 year stint, Viren Jhonsa has resigned joined from Turner International India where he public relations. Singh as the head, design, Reliance Entertainment was account director of CNN International. was earlier in charge of - Digital. It is a part of the same umbrella Bloomberg Media Group has elevated Parry public relations and corporate communications at that includes Zapak, BigFlix, BigAdda, Reliance Ravindranathan as Fox Star Studios, India. Mobile and World Wide Open (agency business) the first managing Vikram Malhotra’s Abundantia Entertainment under its umbrella. director of Bloomberg has beefed up its creative team with the appointment Jhonsa, has over 14 years of experience in the Media for Asia-Pacific, of Shivaji Dasgupta and Shikhaa Sharma as senior media and has worked with Zapak, Shaadi.com, responsible for leading vice-presidents, content and development. Jasubhai Digital Media, Lookup India, ITNation Bloomberg’s entire Laqshya Media Group has appointed Sai Nagesh and AIM Advertising. „ multi-platform media as chief executive officer for Laqshya Advertising. operation. He joins from Bedbathmore.com where he was Reliance Broadcast chief marketing officer. Network has appointed Radio Mirchi has elevated Prashant Panday MARKETING Ajit Singh as national as MD and CEO. He was previously working as akshmikant Gupta, chief marketing officer sales head, SME to executive director and CEO and was elevated to Lof Bengaluru-based bus ticketing company AVINASH KAUL spearhead the sales the CEO position in 2007. „ redBus.in, has quit the company and joined GirnarSoft ADVERTISING Labs as CMO which owns Cardekho. he Advertising Standards In her new role, she will continue com, Bikedekho. TCouncil of India (ASCI) has to handle the consumer complaints com, Pricedekho. announced that Alan Collaco, process. com and also provides secretary general, ASCI is retiringe Also, Ashutosh Geedh has joined B2B services like and making way for his successor ASCI in the newly created post of website designing, Shweta Purandare, currently chief chief administrative officer. Geedh website development, operations officer of ASCI. has experience over 19 years. He e-commerce site Purandare has more than 22 is responsible for administration, building, mobile app LAKSHMIKANT GUPTA years of industry experience, having finance and accounts, HR, legal, development and worked with eminent companies IT and internal and external internet marketing. such as Cipla, Merind, P&G and communication. He reports to the Gupta has worked with IMRB, Gillette and L’Oreal. SHWETA PURANDARE secretary general. „ LG Electronics India. „

26 afaqs! Reporter, June 1-15, 2014