November 16-30, 2012 Volume 1, Issue 13 `100 36

DEFINING MOMENTS Prathap Suthan The man who believes in limitless possibilities. 42

SAB TV Fun and Games Sab creates its own online city. 40

PROFILE Nitesh Tiwari Writing copy in is a different ballgame.

What does the great excitement ICICI in online videos mean for Unexpected Rewards 16 advertisers and publishers? SUN TV AND IPL A Bold Step? 28 RBNL 26 Thrilling Action 37 INMA The Meeting Point 38

EDITORIAL

This fortnight... Volume 1, Issue 13 EDITOR Sreekant Khandekar hen we first went online around the year 2000, we’d worry endlessly about the number of photographs on each page. Connectivity was poor PUBLISHER W Prasanna Singh

November 16-30, 2012 Volume 1, Issue 13 `100 and a picture-heavy page wouldn’t download. Today, we click on a video and are 36 EXECUTIVE EDITOR impatient if it buffers. Prajjal Saha A number of things have come together to boost online videos. First, social SENIOR LAYOUT ARTIST DEFINING MOMENTS Prathap Suthan Vinay Dominic The man who believes in limitless possibilities. media, which encouraged the sharing of comments moved rapidly to pictures, and 42 now moving images. Dinky and powerful cameras that could shoot film provided PRODUCTION EXECUTIVE the other impetus. The spread of Wi-Fi and falling connectivity rates allowed Andrias Kisku

SAB TV ADVERTISING ENQUIRIES Fun and Games people to upload videos just as they permitted others to watch it. Sab creates its own online city. Rahul Puri, (0120) 4077833, 4077866 40 Viewing so far has largely been confined to stationery screens. That will change Noida even in . As the price of smartphones with a 4-inch screen continues to fall, Arunima Bhattacharya, (022) 40429702-5

PROFILE Nitesh Tiwari Writing copy in Hindi is a we can expect a leap in the consumption of video on the go. The tablet revolution different ballgame.

What does the great excitement ICICI [email protected] in online videos mean for Unexpected Rewards 16 is on its way too and that will aid watching as well. advertisers and publishers? SUN TV AND IPL A Bold Step? 28 RBNL MARKETING OFFICE 26 Thrilling Action 37 INMA The Meeting Point 38 With the matter of connectivity and devices being sorted, that leaves the matter B-3, First Floor, Sector-4, Noida-201301. of content. The abundance of Bollywood content ensured that Indians in the early Tel: (0120) 4077800. years would not be disappointed on YouTube, the mother site for video. Since then MUMBAI 501-502, Makani Center, 5th Floor, content from other places, primarily television channels, has gained in popularity. Off Linking Road, Bandra (W), Mumbai - 400050 The stage is now set for a new lot of producers: firms who will make content Tel: +91-22-40429 709 - 712 specially for online. Rajshri is already India’s most powerful producer, using a BENGALURU mix of filmy and original content. Yoboho is another Indian channel on YouTube S-1, New Bridge Corporate Centre, which has gained a huge following. Many more such players will emerge. The 777 D, 100 ft Road, Indira Nagar, revolution will gain even more force when content in other Indian languages gains Bengaluru - 560038, India popularity. SUBSCRIPTION ENQUIRIES Akhilesh Singh, (0120) 4077837 All this has aided the rise of video advertising online. It has especially drawn [email protected] marketers who advertise on TV anyway. As video surges in popularity online, it Owned by Banyan Netfaqs Pvt Ltd and will compel TV channels to review what this means for their future. Printed and published by Prasanna Singh, at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063.

Printed at Cirrus Graphics Private Limited B-62/14, Naraina Industrial Area, Sreekant Khandekar Phase II, New Delhi – 110028. [email protected] Cover Illustration Gogol CONTENTS 18 44 PLUS BINDASS Tapping the Youth VOLKSWAGEN The new season of Sticky Message 14 the show is creating a buzz among the TG CAMPAIGN TRAIL through high-decibel TV, Print, OOH, Digital 22 OOH campaigns in seven cities. NEWS CORP-WALT DISNEY Complete Ownership 36 AIRTEL V/S VODAFONE 30 20 Who Won? JUGAAD INNOVATION The two telecom giants in a A New Model 40 different race. MOVIES NOW POV 32 Outdoor Bonds 41 Collaborate or Compete ACER INDIA Should creative sister agencies It’s Time to Behave! Filming the Ad Film YAHOO! & MEDIACOM be more collaborative and The ad film takes a dig at the Targeting those who want to Indian Style Factor 42 not fight? political situation of India. make videos.

afaqs! Reporter, November 16-30, 2012 5 BARISTA LAVAZZA & PENGUIN BOOKS 1(:6%8//(7,1 3HUIHFW&RPER" Sponsored by afe chain major Barista Lavazza a new flavour of coffee, titled the Chas tied the knot with the Sethji Coffee, to promote the book. country’s leading English language The coffee brand will be present at publisher Penguin Books in a specif- leading Barista Lavazza stores for ic deal where the Barista will provide two months. PVR> PVR, one of the leading entertainment companies of the country has announced the launch of its eight screen space to the publishing company for Hemali Sodhi, vice-president, multiplex at Kurla, Mumbai. It offers Gold class facilities its high profile book launches and Penguin Books India, says, “Coffee and an Enhanced Cinema Experience. The company has in return will bring the enriching and books always go well togeth- over 200 screens across the country with more than 50 in collection of Penguin Books for free er, and we’re looking forward to Maharashtra. PVR ECX offers the next level of cinema expe- reading to its patrons. bringing some great books and some rience with improved sound and image quality. The brand R Shivashankar, director, South wonderful authors to Barista as part recently launched its first IMAX theatre in Bangalore also. of this initiative.” As a part of this deal, Barista Lavazza will start a Book Club Myntra> Myntra has recently launched an in-house appli- at its cafes, wherein cation called "Style Studio", a virtual dressing room to make customers can enjoy online shopping fun and interactive. Designed using HTML It guides the 5, it’s a highly evolved virtual dressing room. Style Studio book reading sessions shopper through is a part of "Style Zone", that also includes ‘Star N Style’, while sipping their ‘Style Mynt’, Myntra’s style blog and ‘Fashion Stories’. The favourite Italian cof- his shopping MARKETING objective here is to guide the user through their purchase fee. endeavor. experience and enable them to virtually try before they buy. Another pioneer- ing initiative under Asia, Barista Lavazza, Barista will this endeavour will says, “This relationship be ‘Emerging Writers MTS> Sistema Shyam TeleServices Limited that operates will draw the best from provide space Awards’, wherein under the MTS brand has rolled out its broadband service both the worlds for our to the Penguin Barista Lavazza will MBlaze in eight towns of circle namely Kundra, patrons. It will create invite entries from Vaikom, Koratty, Ottappalam, Ponnani, Changaramkulam, Books for its Koduvally and Mukkam. MTS MBlaze now footprints to 73 and provide a platform people with literary towns across the Kerala Circle and caters 65,000 high speed to both our existing high profile book interests. Penguin will data cutomers. The brand has 16 million wireless customers and potential custom- launches and in judge the entries and and provides High Speed Mobile Broadband services in over ers, by giving them the the winner will be 420 towns across the country including the top five metros. opportunity to enjoy return will bring awarded by both the through two binding the Penguin partners. forces - literature and Books collections Barista was estab- coffee. Such an asso- lished in February Centuryply> Centuryply, the pioneer brand in Plywood, ciation has never been for free reading 2000 to recreate the recently unveiled its first mobile store NESTA Furniture in thought of before and to its patrons. ambience and expe- Kolkata to increase customer involvement and showcase its we are confident that rience of the typical products to more customers. Nesta envisages creation of the synergies drawn due to this will Italian neighbourhood Espresso Bars 3.5 million square feet of retail space with 111 outlets in the next 5 years and projects a turnover of 500 Crore with an be enjoyed and remembered by our in India. It got the name Barista ` initial investment of `100 Crore. It plans to open 35 more guests.” Lavazza after Lavazza bought it in stores in the eastern region. The mobile store was next in The book launches will take place 2007. It has over 180 cafes in India. line to the 7500sqft NESTA furniture store in Kolkata. at select Barista Lavazza cafes across Penguin India began publishing the country. in October 1987 with six books and The deal begins with the launch as of today, it publishes 250 titles Emami> Emami Limited, a top FMCG Company of India is of Shobha De’s much anticipated every year and has an active backlist promoting advanced Vasocare Lip Mosturizer. It has reintro- book Sethji followed by interactions of more than 3,000 titles. The pub- duced the product with an advanced formula in four different with different authors. lishing company is celebrating its variants of Strawberry Splash, Classic, Sinful Chocolate and Barista Lavazza will also launch 25th year in 2012. Juicy Orange. The `77 Crores lip care category that falls under the `405 Crores petroleum jelly also consists of lip balms and mosturizers. The category has been on growing well at a rate QUOTE OF THE FORTNIGHT of 34 percent in March’12 and 37 percent in MAT Mar’11 and is mainly dominated by the urban market.

‘‘When you are in the growth SMART plans to SMART Technologies> SMART Technologies, provider phase, it is good to believe strengthen its ser- of collaboration solutions announced Redington as an authorized distributor for SMART’s business collaboration that things are going to be vices across India. and interactive products. With this agreement SMART aims better.’’ to strengthen its presence across India and South Asia by PAUL BULCKE, CEO, NESTLÉ, NESTLE SELLS CHOCOLATES AND OTHER addressing the needs of customers in the rapidly growing CONFECTIONERY GOODS AND HAS ACQUIRED A LARGE MARKET SHARE OVER collaborative business solutions market. Redington will THE YEARS. dedicate a product manager and sales team with SMART to assess customer requirements and distribute products that meet the needs of local markets.

6 afaqs! Reporter, November 16-30, 2012

MSM-NBA 1(:6%8//(7,1 1HZ3DUWQHUVKLS Sponsored by ulti Screen Media (MSM) ketball events. has stitched a three- Speaking about the partnership, Myear agreement with the Man Jit Singh, CEO, MSM, says National Basketball Association in an official statement, “The NBA (NBA), wherein Sony Six will be is the largest professional basketball BBC Worldwide> BBC Worldwide has announced that it the exclusive broadcast partner of the league in the world and we at Sony will stop the telecast of BBC Entertainment and Cbeebies in sport in India. Six plan to tap into the youth seg- India by end of November. The announcement, made on the Under the agreement, the sports ment that already has a passion and Facebook page of BBC Entertainment India, stated that its channel from the MSM stable will love for the game and grow new fans. international news and current affairs channel, BBC World showcase live NBA Our channels’ focus on News, will continue to be telecast for the Indian audience. games and original India’s youth fits very According to BBC Worldwide, both the channels were viewed MEDIA programming. The well with the audience by 20 million homes the country. channel will air live that wants to watch bas- NBA games each week ketball.” on Thursday, Friday Matt Brabants, sen- Star Pravah>The Marathi GEC is all set to launch an and Sunday, with ior vice-president, International Travel Reality show presented by Cox & Kings. replays during prime international media The show called "Aamhi Travelkar" will consist of 13 episodes. time. The Sunday game distribution, NBA, The weekly show hosted by the famous Marathi television will be the ‘Game of says, “Sony Six has a actor, Priya Bapat will feature 13 destinations across the the Week’ featuring the great track record of globe presented from a traveller’s perspective. This unique NBA game airing at engaging Indian youth travel reality show was conceptualised last year when Cox & noon or 1:00 pm ET in through sports and Kings launched their tours for Maharashtrians called Anand the US. entertainment, which Yatra. In all, fans in India makes it an ideal will have access to 72 partner to bring high- NBA regular season quality NBA broadcasts Fox Traveller>In an effort to increase its relevance games, up to 18 NBA to our fans. Through for the Indian audience, English infotainment channel Fox playoff games, the live games, increased Traveller plans to increase its local content by 50 per cent. Eastern and Western Sony Six plans to local programming and Now, the channel telecasts 40 hours of India-centric content, Conference Finals, the comprehensive league which will be raised to 60 hours per month. The content NBA Finals and NBA tap the youth seg- recaps, we will deliver will focus on local food, lifestyle and adventure genres. The all-star events includ- ment that has a more ways for fans in channel telecasts around 240 hours of fresh programming ing the All-star game, India to experience each month, which means about eight hours of original All-star Saturday night, passion and love the NBA than ever content per day. and the Rising stars for the game. before.” competition. NBA The focus is on It is pertinent and Sony Six will also to note here that in Ten Sports will Ten Sports> With over 100 cricket matches and 253 days create weekly NBA India’s youth fits 2010, the NBA had bring over 253 of cricket, Zee Entertainment Enterprises’ sports channel, Ten lifestyle programmes very well with the split its broadcast days of cricket in Sports has inked the renewal contract with the West Indies and a series of instruc- rights between Taj Cricket Board for the next seven years for an undisclosed tional vignettes that audience watch- Television and Multi association with amount. The sports channel has acquired the global television will help educate fans ing basketball. Screen Media (MSM) WICB. broadcast rights and plans to extend it to multiple platforms on the rules of the in a multi-year agree- like online and mobile. It will also provide the content to the game and basketball terminology. ment when ESPN-STAR Sports, the channels in the West Indies, where it has been denied the terrestrial rights for the broadcast. Additionally, along with NBA, long standing broadcast partners for Sony Six intends to create custom- NBA in India, chose not to renew ised local programming and bring the deal. This time, however, the together talent from the NBA, Sony NBA has decided to go for one Entertainment and Bollywood with broadcast partner. The partnership NDTV>The Prannoy Roy-led NDTV group has pulled out its a focus on the Indian youth. It also will also help the sport to take up in three channels, NDTV 24x7, NDTV India and NDTV Profit from aims to organise on-ground bas- India and create its fan base. the sales partnership with . Merely 18 months into the deal, the two broadcasters have taken a strategic decision to transfer the sales and marketing function back QUOTE OF THE FORTNIGHT to NDTV. The STAR sales team that was engaged for the NDTV channels will be transferred to NDTV. However, the two broadcasters will be in strategic co-ordination on cross- ‘‘Pay for performance is platform sales and marketing of NDTV channels. not about getting some good bonus for good Maxposure Media>Maxposure Media Group has delivery of services, but announced that it will launch a print publication, Parents India magazine. It is the first licensed magazine from the actually being paid for group, which is a subsidiary of Gruner+Jahr, which comes every sale made.’’ out with Eltern (Parent in German) magazine. Parents India will cater to expecting and new parents. The magazine is SHASHI SINHA, CEO, IPG MEDIA BRANDS ON THE SURVIVAL OF MEDIA AGENCIES, IN MINT. expected to be launched by December, after clearance from

FOTOCORP the Ministry of Information and Broadcasting and Registrar of Newspapers of India.

8 afaqs! Reporter, November 16-30, 2012

IPA EFFECTIVENESS AWARDS 1(:6%8//(7,1 2 00HHWKD*ROG Sponsored by gilvy & Mather Mumbai The brain behind the ‘Kuchh is the first Indian agency Meetha Ho Jaaye’ campaign, Piyush Obecome win a gold at the Pandey, executive chairman and crea- IPA Effectiveness Awards for its tive director, Ogilvy & Mather South 2007 Cadbury’s Kuchh Meetha Ho Asia, says, “I am totally delighted that Berlin School of Creative Leadership> The Berlin Jaaye campaign. we have won India’s first ever gold at School of Creative Leadership has announced the ‘Piyush Interestingly, it was the only one of the most rigorous effective- Pandey Creative Leadership Scholarship’, in honour of the shortlisted entry from India of the ness awards in the world - the IPA. ‘Indian Ad Guru’. The development marks Pandey’s long- total 35 entries for 2012 award. And that too, for Cadbury. I strongly standing service and support to the Berlin School. The The campaign positioned choc- believe that great work comes out scholarship provides full tuition support for a top creative olate as a solitary treat, and used of great partnerships. A big salute to executive from India to participate in the Berlin School’s Cadbury chocolates as a synonym you, Cadbury India.” part-time global EMBA programme starting March, 2013. The for after-meal deserts, Chandramouli scholarship covers 53,000 Euros in programme tuition. and a mode to celebrate Venkatesan, director, happiness. The seven- India snacking and AP year campaign was also developing markets, ESPNcricinfo> Cricket website ESPNcricinfo has tied up awarded a gold in the Cadbury’s, says, “It is with Affle, an international video and rich media company, special category: ‘Best a matter of great pride to roll out rich media advertising in India for the site’s Use of Insight’. that Cadbury Dairy mobile application. Affle’s recently launched rich media ad The IPA, organiser Milk is the first ever network Ripple will power rich media advertisements on the of the IPAEffectiveness gold winner from India. cricket website and mobile for advertisers who want to tap Awards, is the pro- It is a testimony to the into ESPNcricinfo’s vast user network. It will also create

ADVERTISING fessional body for exceptional advertis- tailor-made digital media solutions for brands to tap into the advertising, media and ing the brand has done ESPNcricinfo user community. marketing communi- over a long time. Special cation agencies in the kudos to our partners, United Kingdom. Since Ogilvy India, for being >> ACCOUNT MOVEMENT its launch in 1980, the The campaign such an outstanding award has been recog- was the only brand steward. Kuchh > Four-wheeler company Honda Cars India has initiated a creative pitch within its roster for its yet-to-be launched four-wheeler brand in the diesel category. nised by agencies and Meetha Ho Jaaye.” entry from Currently, the agencies in the roster include Ogilvy India, Grey and clients as extremely Kawal Shoor, head, India and was Dentsu. The size of the business is estimated to be in the range of rigorous since entrants planning, Ogilvy Rs 25-30 crore. It is learnt that the company has called the have to prove the shortlisted for Advertising Mumbai, pitch for an entry-level sedan, which it plans to launch under effectiveness of their the award from says, “We have always the Brio platform next year. This will mark Honda Cars’ communication strate- loved and stood by entry in the diesel segment. gies in business terms. a total of 35 our work, and knew it In its official com- entries that came was world class, but to muniqué, the agency now get acknowledged from all over > Bates India has won the creative mandate for Integriti, claims the campaign as that by arguably the an apparel brand from the house of Kewal Kiran Clothing giving a thrust to the the world. most renowned and (KKCL). The win for the agency comes on the back of a multi- business for Cadbury sceptical set of judges, agency pitch that took place in Mumbai. However, when afaqs! Dairy Milk in terms of profits and ahead of other strong campaigns tried to contact the agency and the client, both the parties revenues. from around the world, across cat- denied the development. Apparently, the agency is already Each entry is judged by two pan- egories, is an amazing feeling.” working on a campaign that includes a TVC. The media mix els, one from the industry and other Navin Talreja, head, Ogilvy & and the approximate annual spend on the media could not be from the client, before considered Mather Mumbai says that the win ascertained at the time of filing this report. for the award. The industry panel came because of the faith of the cli- shortlist (on the basis of the return ent. He adds that Cadbury has been on marketing investment), while the one relationship that the agency has > Everest Brand Solutions has won the creative duties for JW Marriott. The client panel allocates the prizes. enjoyed for more than 60 years. agency’s Mumbai office will handle the `7-8 Crore account. As per the mandate, the agency will manage the corporate duties for the brand starting from Mumbai and move to the rest of the country. It will also handle QUOTE OF THE FORTNIGHT the creative duties for its restaurants and events organised by the brand. Onads Communications ‘‘The great thing about is the incumbent on the business. Everest Brand digital advertising is that Solutions was approached without a pitch. it’s a performance-based medium. It’s very measurable > Mitsubishi Motors and Havas Worldwide have parted ways; and what we found is that the agency will no longer manage the creative mandate for the across industries the return automotive manufacturer. Currently, Mitsubishi Motors does not have a creative agency on board. But it may start looking for on investments that small one by April, 2013. The ads will, henceforth, be created in-house businesses get is enormous.’’ or will be an extension of the campaigns created in Japan. RAJAN ANANDAN, MANAGING DIRECTOR AND VICE PRESIDENT (SALES), Mitsubishi Motors is currently working with Bengaluru-based GOOGLE INDIA. digital and social media solutions agency Autumn Worldwide for its online requirements.

10 afaqs! Reporter, November 16-30, 2012

1(:6$'9(57,6,1* INTEL Surprise, Surprise In its new TVC, chip manufacturer, Intel positions the brand as one that facilitates an imaginative and surprising future, aiming to reach out to consumers without a PC with Intel inside it. By Ashwini Gangal

hip manufacturer Intel has rolled out a INSIGHT INSIDE them,” Aurora explains, stressing new campaign that urges consumers to do onsumer the importance of focusing not just Csomething amazing, using their PC with Cresearch on on the goal but also on the work Intel inside it. The brand’s new tagline is ‘Go Do part of the brand that goes into achieving it. Something Wonderful’. team threw up a few The communication targets The objective of the campaign is to highlight insights that helped the optimistic pool of youngsters the world of opportunities that opens up with shape the campaign. and non-PC owners in emerging technology and to convey the message that great It was found that markets, who subscribe to the things can be achieved with the help of an Intel a sense of tension notion that technology opens up processor-based PC. prevailed in today’s a world of opportunities. Wieden+Kennedy (Amsterdam) has created youth, when it came Over the years, Intel’s this campaign. The TVC was shot across India in to opportunity and the campaigns have moved August, this year. It was filmed at various locations ability to achieve. It also from positioning the brand including a local chawl and an abandoned mill found that while a PC as a chip manufacturer to in Mumbai, the old beach roads and a gopuram enables the youth to connect, one that makes technology (the temple tower) in , a modern glass- they don’t see PCs as life- relevant to people. Rife and-granite office tower and a tailor’s shop in the changing. with a sense of realism and backstreets of Colaba. The scene with puppets was Sandeep Aurora, director, drama, the campaign aims shot in an actual puppet workshop with the help marketing and market to distance Intel from its of local puppeteers. development, Intel South behind-the-scenes image The film tries to capture the nervous feeling Asia, tells afaqs! Reporter, that perpetuated from its one experiences before starting on a novel task. “Further, we found that ‘Intel Inside’ catch-phrase. The idea is to show how technology can aid this while there is a strong The TV campaign is frightening, yet exciting, leap into the unknown. sense of community supported by print and digital. The communication is part of a global campaign with the Indian youth, It’s leveraging social media that has been crafted for multiple markets. India is there is an even greater, through its ‘Intel Ambassadors the first country to see the roll out of the same. growing sentiment of Wonderful’ initiative where Plans to release the ad in other countries are afoot. towards individualism. consumers will be invited to share inspiring stories of their experience with technology. A print campaign will start appearing across seven languages in a few weeks. Several on-ground activities to demonstrate the ethos of the brand’s new Through this campaign tagline are on the cards. we aim to showcase the PC as the ultimate WONDERFUL INSIGHT? tool of creativity and he campaign has garnered a fair share of self expression.” Tappreciation for its core thought. Also, while The campaign the creative execution is being praised by some, celebrates a mindset others point out that it has a slightly glossy and that everything is international feel that may alienate certain sections possible - big or small. of the Indian population. The consumer insight According to Vivek Bhambhani, regional that inspired the creative director, Leo Burnett, the ad is beautifully creative idea was that shot and well-crafted. “The insight is correct for its the journey of reaching young target audience; those who use a computer a destination is as to do a lot. Today’s youngsters, who were born Currently, two versions of the same ad are important as achieving in the ‘Internet era’, are different. They are more on air; Hindi ‘Chalo Karein Kuch Khaas’ and the destination itself. evolved and creative, and the ad brings that passion English ‘Go Do Something Wonderful’. At the “Today’s youth are and in-built creative gene alive,” he says. end of the film, the voiceover in the latter says, optimistic about the Sambit Mohanty, executive creative director, “When personal passion meets an Intel processor future but there is an McCann Erickson, opines, “This TVC bears the - wonderful happens”. At the moment, 60, 30 and underlying anxiety hallmark of being a W&K creation - a medley of 20 second versions of the spot are on air. The ad about tomorrow. engaging visuals, voiceover rich with emotion will be aired in seven languages across channels. Things around them and words loaded with meaning. Yet, I can’t Interestingly, the ‘Go Do Something are changing so fast. help but feel I’ve seen it in a different avatar, the Wonderful’ tagline is inspired by the words of They know there are ‘technology enabling people to go beyond the Robert Noyce, co-founder, Intel and co-inventor, opportunities out ordinary and seek something rewarding’ bit. For Intel integrated circuits: “Don’t be encumbered there, but don’t always me, it just doesn’t connect.” „ by history. Go off and do something wonderful”. Aurora: tool to creativity know how to grab [email protected]

12 afaqs! Reporter, November 16-30, 2012

1(:6$'9(57,6,1* ICICI BANK McCann Erickson, says, “The execution is quite endearing. It’s got a level of warmth and an element of surprise, which makes for enjoyable viewing. The commercial is very endearing and is Unexpected Rewards true to the bank’s positioning.” Amin, however, adds, “I am not entirely sure Taking the ‘Khayal Aapka’ thought forward, ICICI Bank’s new film whether it will deliver the message - ‘Unexpected rewards from enrolling for a savings account’. promotes its ‘My Savings Rewards’ programme. By Ashwini Gangal If the intent is to recruit customers for savings accounts, I am not sure that job will be entirely done. People may leave with the belief that ICICI bank is giving out ‘unexpected rewards’.” Some brand experts point out that several brands have used kids in commercials, when the product benefit being communicated is connected

CICI Bank has rolled out a new ad campaign to Ogilvy India, adds, “Most ads peddle so much launch its ‘My Savings Rewards’ programme. information. It’s nice to tell a simple story for a IThe communication aims to convey the change and it suits the brand’s positioning.” product proposition of unexpected rewards on The team claims it took efforts worth several FOTOCORP savings account transactions. The campaign falls months and detailing to put the film together. “In Avasti and Chauhan: it’s in the details under the broad thought, ‘Khayal Aapka’. the end, we do have a simple, touching film,” says The brief given to Ogilvy Mumbai, the creative Mahesh Gharat, group creative head, Ogilvy India. to returns, rewards or ‘getting more’ of something agency that has worked on this campaign, was The production house is Corcoise Films. The ad in some way. Does this tactic work for ICICI in to launch a unique savings account programme was directed by Prasoon Pandey. The campaign’s this ad? Strangely, yes. where ICICI Bank rewards its customers for supported by press and outdoor communications. As Vivek Rao, executive creative director, making various savings account transactions. Publicis Ambience, puts it, “Pester power is never Abhijit Avasthi, national creative director, REWARDING CAMPAIGN? really going to take a backseat in Indian advertising. Ogilvy India informs that the ‘Khayal Aapka’ brand hile the creative execution is being Using children in ads does seem to offer marketers promise has been well received by consumers. Wappreciated across disciplines, experts a safety net.” While the communication will gain “This particular programme allowed us to leverage express their doubts about whether the message popularity, he opines the message might not come it best through our communication,” he says. the ad tries to convey will be received successfully. through that easily. „ Pradyumna Chauhan, group creative head, Dhiren Amin, group planning director, [email protected]

VOLKSWAGEN paign will be taken forward by its 111 dealers in these Sticky Message cities, who will circulate around 2.5 million sticky The Post it campaign will focus on on-ground notes at shopping activities by the dealers and contest in seven other centres, cinema tickets, parking cities. By Rashmi Menon areas and so on. “Our dealers are erman auto giant turn in its marketing going to do local Volkswagen has launched strategy this time with ads via Post-it Gits new marketing strategy emphasis on on-ground notes and do a targeted for the festival season with activities with its dealer coming days, spread over guerrilla campaign. We will build its ‘Post it’ campaign. Yellow sticky network. But it will also 4.5 million copies. better customer-dealer relations,” notes stuck on the front page of be extended to digital The print ad cam- says Lutz Kothe, head, marketing the Hindustan Times in Delhi and and out of home media. paign is developed by and public relations, Volkswagen Mumbai, and the Deccan Chronicle The campaign DDB Mudra, while Passenger Cars. in Hyderabad invited readers to test launched on November GroupM and Collateral There are two cars of each model drive its Polo and Vento range of 1 will be carried out over Advertising are handling to be won in the contest, Kothe passenger cars, along with the con- three weeks to cash in on Kothe: stick ons the on-ground activation adds. Two winners will be chosen test to win one of the two models. the festive mood. Already and collateral, respectively. from the lot, who book a new Polo A tad mellow compared to unravelled in Mumbai, Delhi and The digital activation is looked into or Vento in November. They will its earlier innovative and out- Hyderabad with a total circulation by Grey Digital, the digital arm be given three questions at the time standing campaigns such as the of 2.5 million copies, the print ads of Grey and MediaCom has been of booking. The winners will be Talking Newspaper and Tremor, will be expanded to Chandigarh, assigned as its media agency. chosen from these right answers. „ Volkswagen has taken a 360 degree Pune, Jaipur and Ahmedabad in the The on ground arm of the cam- [email protected]

16 afaqs! Reporter, November 16-30, 2012

1(:6$'9(57,6,1* AIRTEL VERSUS VODAFONE Who Won on the Brand Circuit? As an aftermath to the three-day long Indian Formula One Grand Prix in New Delhi, afaqs! Reporter wonders which telecom brand stole the show - Airtel or Vodafone. By Ashwini Gangal

ast fortnight saw the second leg of the Chennai, Hyderabad, New Delhi, Vodafone’s ‘Drive Formula One Airtel Indian Grand Prix in Kolkata and Bhopal. Further, at into the Big League’ LNew Delhi. As ace F1 drivers battled it out the airport and malls in Mumbai, initiative gave one SME on the racing circuit, Bharti Airtel and Vodafone’s the brand used car simulators to the opportunity to have communication efforts, that were initiated weeks give the experience of racing on its logo on the Vodafone back and grew as the event drew nearer, reached different F1 tracks. McLaren Mercedes a crescendo on the race days (October 26-28). As Vodafone also held a cars. the hot wheels cool off, afaqs! Reporter analyses promotional event (Speed Fest) Evidently, both the Indian telecom giants’ efforts to grab eyeballs. where Lewis Hamilton drove telecom players Airtel, the title sponsor of the event the official Formula One car tried hard to engage and Vodafone, the title sponsor and ‘Total on the streets of Mumbai. consumers across Communications Partner’ of the Vodafone It also conducted an media touch points. So, McLaren Mercedes team, left no communication- engagement initiative, Join finally who won the related stone unturned before and during the the Team, giving consumers race on the brand circuit? event. Almost every media vehicle out there were the opportunity to spend afaqs! Reporter spoke to leveraged by both the telecom majors’ high-decibel the race weekend with the communication and brand campaigns across multiple touch points, including Vodafone McLaren Mercedes experts and discovered television, outdoor, print as well as experiential team (including drivers Lewis myriad points of view. events, promotions, offers and contests that were Hamilton and Jenson Button), driven primarily through the digital medium. and avail access to the Paddock VOLUME VERSUS club, Pit lane and team garage. VALUE? A PEEK INTO THE EFFORTS This was promoted via digital verall, brand experts irtel rolled out three TVCs featuring drivers contest (internet and mobile). Oopine that Airtel AMichael Schumacher and Nico Rosberg. seems to have outshouted Vodafone, Of these, two announced the brand’s consumer from the perspective of sheer brand visibility. contest. Vodafone grabbed eyeballs with its Both telecom players tried Experts are quick to attribute this to a presumed innovative, animation-driven 35-second TVC that hard to engage consumers difference in the ad spends and media muscle was targeted specifically at fans of the sport. of both players. However, Vodafone’s creative In sync with the brand’s ‘friendship’ theme, across media touch points. thought has been appreciated more. Airtel gave one F1 fan and a friend Independent brand consultant Cajetan Vaz the opportunity to experience finds Airtel’s ads straightforward, extremely tacky, the action through its ‘Join our rushed and devoid of an idea, as compared to pit crew’ consumer initiative. Vodafone’s ads, but nonetheless feels Airtel wins as Participation was incentivised as far as horsepower and media noise are concerned. winning meant getting the chance “If the objective was to create awareness about F1, to spend three days with the pit Airtel has revved past Vodafone but based on the crew of Schumacher and Rosberg quality of the creative idea and concept, Vodafone’s and to avail access to the team. creative effort is more engaging,” he says. The catchphrase of the effort was ‘Let your heart race’. The contest THE MAGIC OF SCHUMACHER? was driven through Facebook. ould it be the responsibility of title The incentives included tickets Csponsorship that made Airtel attempt larger to the race and F1 merchandise. scale communication than Vodafone? Or could Vodafone invested in aggressive the brand have grabbed more eyeballs because it on-ground communication. The rode on the popularity of Schumacher in its ads? brand showcased its car, the The answer lies in a third avenue - that of access. McLaren Mercedes in eight cities Most Indians know who Schumacher is and as - Ahmedabad, Pune, Bengaluru, the title sponsor of the event, Airtel had access to him. Thus, it’s idea to leverage his popularity in its communication and craft original content around him - instead of a mere montage of shots of him from past races - is viewed as a smart one. K V Sridhar (Pops), chief creative officer, Indian subcontinent, Leo Burnett, explains the advantage of access. “It’s like a cola brand sponsoring a big cricketing tournament and a rival brand sponsoring a team participating in that tournament. The tournament sponsor has access to all the captains while the other brand has access just to its own team’s players. Here Vodafone had access to SUSHIL KUMAR FOTOCORP SUSHIL KUMAR (From left) Vaz, Sridhar, Sinha and Dabas: identifying the winner FRQWLQXHGRQSDJH>>

18 afaqs! Reporter, November 16-30, 2012

1(:6$'9(57,6,1* ACER INDIA Filming the Ad Film The latest television commercial by Acer emphasises its laptops’ dual function of camera and video editing. It targets people who have a penchant for making videos. By Rashmi Menon

ver noticed a product being used on itself for a Etelevision advertisement? That’s what Acer laptop’s latest television commercial attempts to possible on laptops, and later shows do in the ad that features its brand the demonstration itself in the TVC. ambassador, actor Hrithik Roshan. Barrett recalls that when they The commercial is shot with about approached Hrithik with the ad’s 24 Acer laptops fitted with red epic concept, his reaction was much the cameras, in addition to camcorders. same as that shown in the TVC. While Acer’s earlier ads portrayed “We have also put up a video of how its processing speed and easy use, the we shot the entire TVC using the new ad stresses on combining all the functional bringing the best to the market and laptops. We believe it’s a modern features of the laptop with added emphasis on its also been the first one to do so. We campaign and not a made up ad multimedia traits, reiterating the brand’s tagline, have always chased the impossible.” story,” he adds. ‘Explore beyond limits’. He stresses that compared to its For this, the team had to get on Conceptualised by BBH India, the competitors in the market, Acer board a technology expert and hold advertisement, titled ‘Beyond the Obvious’, wants to establish the image of ‘Acer numerous pre-production meets portrays the product being an elegant solution beyond the obvious’. And, this has with the production team. which escapes the obvious thoughts of using a what been conveyed through the ad. The TVCs drive the point that if laptop. This is the agency’s first TVC for Acer Russell Barrett, managing partner, professionals, who use the editing after winning its creative duties in July, this year. BBH India says that the ad needed and camera features extensively, can The ad starts with Roshan baffled at the to look past obvious solutions that be satisfied by Acer, then it could thought of the laptop substituting as a camera. customers expect of an Acer laptop offer lot more to an average customer. Despite reassurances by the client and the ad film and look at elegant solutions. “Acer But, has it been able to fire the director, he is cynical and agrees to play along on laptops are far more powerful and curiosity of viewers? the condition that he won’t come for a re-shoot. competent than what people think. According to Swati Bhattacharya, The shooting continues, with Roshan highlighting It is affordable and still gives the best national creative director, JWT, the Acer’s features and ends with the camera zooming technology to its customers. Instead TVC starts with a promise of doing out to capture the laptop screen playing the of resorting to the usual ad hyperbole, something new but towards the ad footage. we thought why not talk about Acer’s middle and the end, it fails to excite. Explaining the concept, S Rajendran, chief capabilities,” says Barrett. “When the ad begins, it seems it marketing officer, Acer India, states, The creative team of Vinod Sudhir will be ground breaking but halfway “The innovative method and Kunal Sawant came up with through, it seems familiar. But used to film this TVC is the idea on how to demonstrate compared to its earlier ads, it has tried

ground-breaking. Acer as a the concept of elegant solutions, he FOTOCORP be experimental and bold, which is technology brand runs on adds. The film was shot as much as Rajendran and Barrett good,” she says. the philosophy of breaking Anirban Chaudhuri, independent the barrier between people business strategist, strategic planning and and technology by bringing Acer wants to create the conversion enablers, Space Group, feels that the them as close as possible image of ‘Acer beyond execution of the TVC is quite fresh. But the whole to new innovations. Acer film within a film treatment is not new. „ has always believed in the obvious’. [email protected]

<< FRQWLQXHGIURPSDJH While Vodafone’s TVC that featured ADDRESSING FANS OR alive. It has done an ‘entry-level’ job animated caterpillars is appreciated, it GENERATING FANS? for this event,” he says. is seen as lacking in a much-needed urther, experts point out that Sinha adds that ownership of Brand wars human connection. Fthe two players seem to have this event comes through strongly Some argue that despite India’s addressed different sets of audiences. for Airtel, right from its pre-event its own team’s drivers. Airtel had representation in the sport in the While Vodafone seems to be activity to the announcement of the access to the legends. This gave the recent past, Indians don’t have a talking to the niche segment of event, thereby positioning Airtel as latter more power to hijack the show. direct mental stake in F1. “Using racing enthusiasts, who know the ‘the guys who brought this event to And Airtel has used Schumacher these faces in the ads makes more sport, Airtel injects interest into the India’. intelligently,” he explains. sense than using animation. When sport by drawing in a larger audience Agreeing, Jitender Dabas, it comes to F1, Indian viewers are at pool. executive vice-president and head, THE HUMAN ELEMENT a stage where they need to see and Dheeraj Sinha, head, planning, planning, McCann Erickson, offers, peaking of celebrity usage, some connect with famous faces. Airtel South and Southeast Asia, Grey, says “As far as the status and stature of the Sexperts feel that Vodafone has has used the human element well,” Airtel has recognised that the Indian event goes, Airtel has appropriated it under-used the famous faces it had says a senior strategic planner from a masses may not be F1-savvy. “It has better than Vodafone.” „ at its disposal, Button and Hamilton. Delhi-based ad agency. tried hard to bring their brand value [email protected]

20 afaqs! Reporter, November 16-30, 2012

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

JBL DIXCY SCOTT SAMSUNG Harman (India), the parent company of JBL has released With stated focus on the fashion-conscious youth and The recent TVC promotes the brand’s new offering, its first major advertising campaign featuring brand rooted in the insight that people wear multiple layers of Samsung ‘Galaxy Duos Lite’, an android smart phone. Set ambassador A R Rahman. clothes during winters, comes the new ad film for the in Gangtok, the film shows how two youngsters are able to thermal wear brand. locate the owner of a lost wallet with the help of the smart Creative Agency: Leo Burnett phone. Creative Agency: Stirred Creative Creative Team: Nitesh Tiwari, Ashwiny Iyer Tiwari, Creative Agency: Cheil India Creative Director: Edward Anthon Neeraj Singh and Tarun Kumar Creative Team: Varun Arora and Alabhya Vaibhav Production House: Frog Unlimited Production House: Purple Vishnu Production House: Storytellers Director: Kabir Sadanand Director: Sainath Chowdhary Director: Arun Gopalan PRINT MAHINDRA RISE The campaign is about a youth organisation called Make A Difference (MAD), an initiative by Mahindra. It invites college students to become youth teachers.

MICROSOFT 8 Creative Agency: Interface The new campaign for Windows 8 across Asia, is an National DOVE attempt to position the operating system as a ‘tool of self- Creative Dove has launched a print campaign projecting different expression’, using music and visuals to connect with the Director: Robby women and their wish about what their hair should look cultures of the region’s different markets. Mathew like. Creative Agency: JWT Beijing Art: Ashutosh Joshi Chief Creative Officer: Polly Chu Copy: Sricharan Creative Agency: Ogilvy India OOH DIGITAL

HISTORY TV 18 ADIDAS MINI INDIA The infotainment channel has completed a year in India The sportswear brand has come out with an innovative As Halloween is fast becoming a part of most Indian and its new OOH campaign highlights the same. The OOH campaign showcasing almost all the products of metros, the MINI Halloween communication became a message says, ‘365 days of exploring a country full of the company. The creative depicts a message, ‘I train to way to reach out to the MINI’s target audience. MINI surprises’. finish the game’. India Facebook page with a ‘HANGOVER’ post greeted over 3,00,000 Mini fans, the day after they had had a blast on Halloween. Agency: Pioneer Publicity Agency: Posterscope Exposure: Mumbai, Delhi Cities: Delhi, Mumbai Agency: Liquid Campaign

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

22 afaqs! Reporter, November 16-30, 2012 LAW & KENNETH INDIA Creating Value The not for profit venture will nurture and fund innovative, ‘business for good’ ideas from across the field. The ideas will be screened by a panel of four business veterans and new age entrepreneurs. News Bureau

doing,” Nair says, adding, “Our learning of the last 10 years was that when people have idea, they need some guidance. Today, many new agencies, which have started, ask us about our experience and chal- lenges.” The initiative will be led by Nair, along with Srinivasan. Considering the agency has dealt with all kinds of business- es, has exposure in marketing and experienced entrepreneurs, they are confident that they can men- tor new business ideas. While Nair declined to put a figure on the funds earmarked for this new ven- n the occasion of its 10th ture, the project can comfortably anniversary, advertising incubate at least four or five pro- Oagency Law & Kenneth jects. However, if they find more India has announced The Create ideas worth investing in, the project Project. The initiative, a non-prof- can also connect with banks and it venture, promises to nurture, financial institutions. guide and fund business ideas from “Capital is not a problem but across the field that are useful to dearth of ideas is there. It is a myth society at large. The ideas will be that there is scarcity of investors but initially screened by a four mem- having sound business stand, vision ber committee comprising business and right advisers are an issue,” veterans and new-age entrepre- “We are looking for Nair says. As for the duration of neurs and, depending on its merit, business ideas that are mentorship and financing in the will be mentored and backed by essentially business business, the project will continue the agency. till the entrepreneur requires it. In Anil S Nair, CEO and managing for good.” return, the project will have stakes partner, Law & Kenneth India, says, ANIL S NAIR in the company in agreement with “We are looking for business ideas the entrepreneur. that are essentially ‘business for Stating what they are looking good’. It can be from any field and among the four managing partners for in an idea, Nair says, “Ideally, not necessarily advertising but it has - Nair, Praveen Kenneth, Anil K we would want the submissions to to have an impact on the society. Nair and Sandhya Srinivasan - to be articulate and reflect the clar- More importantly, the idea owner create something that would outlive ity of the creator. It needs to have will be the business owner, too. them. “With the agency completing as many details as possible. We The agency in no way wants to cap- 10 years, we thought are we only want to see that the idea has been ture the business ideas for itself.” going to create campaign after cam- thought through by the person and Explaining the reason behind the paign and retire or if we can come that there is a drive to see the launch of the initiative, Nair says out with an initiative that will cre- idea materialise.” „ that there was a thought process ate an impact beyond what we were [email protected]

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

PLAYING NOW What does the great excitement in online videos mean for advertisers and publishers?

By Biprorshee Das GOGOL

hat would you turn to the internet for? To be told that Barrack Obama shall continue to be the US President for another four years? ToW look up a new recipe? To check movie timings? Or to watch movies and videos online? As the internet gets more audio-visual, online videos have grown by leaps and bounds. So, how are marketers viewing this phenomenon?

PICTURE PERFECT ideos are all over the web - whether it is in the Vform of ads, user-generated content, movies, music videos or television programmes. And it is being aggressively consumed by users worldwide. According to monthly data released by online media metrics company, comScore, in September 2012, internet users in the US watched 39 billion online content videos, up from 37.7 billion video views in the previous month. The total number of unique viewers was reported to be 181.5 million and comScore states that 85 per cent of users in Its YouTube channel, gives MTV 69,205 entertainment, 8.8 per cent on portals, 8.1 per cent the US viewed videos online in September and subscribers and 18.9 million video views. The on e-mails, 3.2 per cent on search and navigation the average length of these videos was 6.4 minutes. recently-launched Royal Stag Mega Music MTV and 3 per cent on news and information. In India, 65 million internet users (in office Unplugged Season 2, with its first episode featuring and homes) spend one in four online minutes on AR Rahman, crossed 6,50,000 views in the first WHO ARE THEY? social networking (according to comScore). Add 48 hours. “The fact that people want to consume hough YouTube is the leading online video the numbers of those who surf from internet cafes, content on demand or that they will want to Tdestination, there are various other platforms mobile phones and PDAs (comScore only tracks consume content on the go are parts of everyday such as Vimeo, DailyMotion, Metacafe, as well users above a particular age, and not those who life that content creators have to accept and live as, video channels by portals such as Yahoo! and surf from public access points) and the numbers with,” states Swamy. Microsoft. Yahoo! hosts original content from go up to 125 million. There are social networking sites, video various content houses across categories such as As the audio-visual format gains ground, hosting platforms and multiple devices at the lifestyle, sports, news and more on Yahoo! Video. content houses keep serving out video content user’s disposal. Infrastructure is getting better However, unlike YouTube, Yahoo! does not across various categories. Advertisers are there as connectivity moves into wireless and mobile allow user uploaded content. User-uploaded targeting those users online as banner and text ads modes. According to comScore’s Media Metrix content is different from user-generated content. are giving way to video ads gradually. (a product that tracks users’ consumption habits), While generated content could be anything as of June 2012, the average Indian user spends personal, user uploaded content is often ripped off AUDIENCE MATTERS 25.2 per cent of his or her online minutes on content from other channels and is something that onsider, MTV India for example. The social networking (this does not include visits the company affirms it does not stand by. Cchannel is a leading youth brand boasting from public access computers, such as internet Late last month, Yahoo! and MediaCom of a dedicated and large following and its content cafes, mobile phones or PDAs), 10 per cent on launched a custom branded content and across various shows can be a case in point. entertainment site for Procter & Gamble called Aditya Swamy, executive vice-president and Style Factor. While not a video channel per se, Style business head, MTV India, affirms that there is a There are social networking Factor banks a lot on videos. huge audience for the channel’s content online. Another player looking at videos seriously “Through the entire season of Roadies Season 9, we sites, video hosting platforms is Times Internet that recently announced the clocked in 104 million video views – across our and multiple devices at the launch of BoxTV.com, a premium video service website, Facebook page and YouTube channel,” offering entertainment content such as movies, says Swamy. user’s disposal. TV shows, short films and more. At this point,

26 afaqs! Reporter, November 16-30, 2012 &29(56725< a majorityjy of the consumption is around short- lack of content. “People have not started thinking “I get pitches for fformorm contencontentt – mostly clips and shorter of online content. Of course, there are enough vvideos.ideos. “Users“Us will gravitate to watching people who have done it and are doing it but concepts for digital mmoreore long-formlong content. They will want they are in minority. They should be celebrated. shows but they are, more ‘l‘lean-back’e experiences in forms We think of YouTube and call it content but that basically, rehashes ooff TV-connectedTV devices and other is not how it works,” opines Shubho Sengupta, of televison shows eemergingme technologies that provide independent digital consultant. that have been morem convenient options to view Leading digital advertising and video rejected. I say ‘no’.” content,” explains Pandurang monetisation player, Vdopia’s vice-president and RAJJAT BARJATYA, Nayak, business head, BoxTV. sales head, APAC, Preetesh Chouhan, agrees. RAJSHRI com. “Most of the video content in India is driven Though exact figures for the by news and entertainment. In the US, other riseri in consumption of online segments like lifestyle, fashion and do-it-yourself vidvideose in India are hard to come by, are huge. In India, the numbers for such segments, “Content creators iindustryndus estimates say that 45 million are not even worth talking about,” he explains. have to live with out of anan estimated 65 million – in other Rajshri’s Barjatya, however, is quick to differ. the fact that people words, 68 perp cent - watch online videos. “There is a lot of made-for-internet and made- want to consume NNayakayak says ththere have been more than 1,00,000 for-mobile content we provide,” he says. Much content on demand invite requests sincesi February with 70 per cent like most YouTube channels, both Rajshri and or content on comingcoming in thethe lastl two months. BoxTV sends Shemaroo have various verticals that include invites in batchesbatche to users who have registered music, education, movies, regional content and the go.” ADITYA SWAMY, online.online. “A new featuref that allows existing users more, hosting videos with relevant content. to invite friends anda acquaintances to BoxTV, has Barjatya reveals that the company is about to MTV FOTOCORP pushed interactioninteractio from current users up by 40 launch a food channel and another on fiction. He per cent,” says Nayak.N is firmly of the opinion that it is very important to ‘think digital’ and not just repurpose content. “I “In India, the VERYVERY ENTERTAINING get pitches for a lot of concepts for digital shows numbers for look at the topto 10 YouTube channels in India but they are, basically, rehashes of TV. Many segments like A speaks volumesvolum of the consumption habits of people come to me with concepts that probably fashion, lifestyle the user. In this entertainment loving country, it are rejected by TV channels and they think they or do-it-yourself, is little surprise whenw one finds that all of them can make it for web. I say ‘no’,” he remarks. belong to the entertainmentent category. are not even worth RRajjatajjat A Barjatya,Barjat director, Rajshri Media, is a IT’S THE INTERACTION talking about.” firm digital believer.believ “We are already in the midst here are many reasons for thinking differently PREETESH CHOUHAN, ofof an onlineonline vivideod revolution. It is only set to Twhen it comes to online. Firstly, attention VDOPIA grow andand envelopeenvelop your life completely,” he says. spans are very short. The viewer has the power of BarjatyaBarjatya claims thatth Rajshri Media produces 100 the mouse where he can interact with the content. “On TV, I am watching whatever is pushed at me. “We began an MOVING FIGURES TV is not the idiot box. The viewer is the idiot internal initiative (The top channels on YouTube, in India) who is just watching whatever is being offered. On the internet, the user is watching the video called ‘Go Digital’ Channels Video Views because he chooses to watch it,” says Barjatya. and have been (in million) He does not buy the argument that Bollywood investing in digital Rajshri 1,201 content is most sought after online. Two of the rights heavily in the most popular videos on the Rajshri channel are Eros entertainment 982 last few years.” the nursery rhymes Baa Baa Black Sheep and Clap HIREN GADA, ZoomDekho 706 Your Hands. These videoes received 63 million SHEMAROO Tseries 574 and 38 million views, respectively. The third most SUSHIL KUMAR popular video on the channel, a Bollywood song Teluguone 469 lags way behind with only 11 million views. “People have not Set India 464 Su ranjana Ghosh, head, marketing, CNBC- started thinking of Shemaroo Ent 460 TV18, says, “With the playout of the 3G launch, myriad technological advances and increasing online content. We YRF 438 reach of broadband, online video consumption is think of YouTube Bollywoodbackstage 328 only going to rise on various digital platforms.” and call it content Zeetv 236 CNBC-TV18 hosts videos on its YouTube but that is not channel, while its partner website Moneycontrol. Sources: vidstatx.com how it works.” Note: Based on video views (Data up to November, 2012) com hosts short clips of the episodes and channel SHUBHO SENGUPTA, content, as well as, certain exclusive videos for CONSULTANT plus minutes of original content in-house on a the online community through MyTV. With SUSHIL KUMAR daily basis for digital platforms. everyone being so bullish on online videos, is the Hiren Gada, director, Shemaroo Entertainment, money good enough? is another subscriber to this view. “We are present “Once an advertiser on every platform depending on the potential. MONETISATION takes that ad to We began an internal initiative called ‘Go Digital’, he monetisation model in India is, still, YouTube, there are more than two years back, and have been investing Tbased on advertising. Unlike the West, the in various digital rights heavily over the last few subscription model on video-sharing platforms a number of ways years,” says Gada. is yet to find takers in India. And, there is very he can engage little innovation in online ads. Advertisers tend to with the user.” STILL LOADING merely reproduce their TV commercials online. R P SINGH, ost experts when asked on roadblocks, MCCANN ERICKSON FRQWLQXHGRQSDJH>> Mwhen it comes to this rising trend, cite the SUSHIL KUMAR

afaqs! Reporter, November 16-30, 2012 27 1(:6$'9(57,6,1* SUN TV AND IPL hence, being debt ridden, it was forced to exit in such a manner. Ramanujam Sridhar, CEO, Integrated Brand-Comm, says, “As a firm, it should have concentrated on consolidating its main business A Bold Step? - the newspaper - and then should have thought Sun TV Network is the new owner of the Hyderabad IPL team. afaqs! of taking a leap. However, all the bad news has proved that all franchises will take time to make Reporter explores the effects of the deal. By Anushree Bhattacharyya money, apart from Chennai Super Kings and

fter a bitter battle which resulted in the termination of the Hyderabad franchise ADeccan Chargers, owned by Deccan Chronicle Holding (DCHL), the franchise finally found a new owner, Sun TV Network. The media company will have to pay the Indian Premier League (IPL) `85.05 crore per year for the next five years. Sun TV Network won the bid against PVP Ventures, which bid for `69.03 crore per year. Sun TV Network is owned and run by Kalanidhi FOTOCORP SUSHIL KUMAR SUSHIL KUMAR Maran, the nephew of DMK chief M Karunanidhi. (R to L) Sridhar, Nayyar, Thakkar, Blah and Srinivas: the network can encash on the win Apart from the television network which has about 32 channels, it also owns 45 radio stations ingly, it also owns low-cost carrier, SpiceJet. Kolkata Knight Riders.” across the country and a direct-to-home (DTH) For a group with a huge presence in the M&E One’s loss is another’s gain. With the network of business, Sun Direct. Besides this, the company sector and other businesses, how important was a about 32 TV channels, 45 radio stations, two news- has a content-sharing agreement with Arasu, franchise of the IPL? afaqs! Reporter explores. papers and six magazines, it gives a chance to bundle the government-owned cable operator in Tamil According to analysts, DCHL’s decision to and sell inventory across the southern market. Nadu. The Network also owns two news dailies, move beyond its core media business (newspaper) According to Anita Nayyar, chief executive Dinakaran and Daily Murasu, and six magazines to ventures like IPL and in the aviation sector with apart from Sun Pictures, the film division. Interest- Flyington Freighters led to the fall of the firm and FRQWLQXHGRQSDJH>>

1(:6$'9(57,6,1* THE HINDU motions and the print campaign, shortly.

THE INSIGHT-EXECUTION TRANSLATION It’s Time to Behave! or Jitender Dabas, executive vice-president Fand head of planning, McCann Worldwide, Continuing to target the youth, in its latest commercial, The Hindu turns the ad is a ‘populist’ commercial. According to him, newspapers playing the voice of conscience the spotlight on Indian politicians and focuses on the poor example of the society or holding the mirror to the society of governance being set for the new generation. By Anindita Sarkar is one of the most obvious brand strategies in the newspaper/media category and bashing the politi- cians is the best way to take a populist moral high ground in our society today. “So, I see this ad getting very popular in urban India very soon. It will perhaps also enhance the stature of brand ‘The Hindu’. But will it ever succeed in getting the young, whose cause the newspaper seems to espouse or who are watching this ad on social media, to pick up a copy of ‘The Hindu’? I am not so sure. What surely works for the ad is great monochrome execution and the choice of music,” he says. According to Ashwiny Iyer Tiwari, executive creative director, Leo Burnett, a newspaper stands for what is happening in the country at that eat up your children and they will think it’s a thought to raise many more pertinent issues. moment. “And if the dynamics of the country is the norm. Fight before the young and they And that is when the idea made its way. Piyush changing, it is only right to strategically portray the Bwill learn to do it better. Break chairs in the Pandey, executive chairman and creative direc- current scenario. We always say that we should be midst of solving national issues and the youth will tor, South Asia, Ogilvy says that the idea occurred a living example for our children but our coun- trust that it’s precisely how the country is run. And while he was disturbed by something he saw on try’s so called political oldies with their tantrums so, behave. This is the insight The Hindu’s latest television. What followed was this ad. are exactly the opposite. The insight has been very ad is based on. After an entire campaign run which “The insight is very simple and comes from our clearly communicated. Like the way the professor involved The Hindu and tak- everyday lives. It asks us to behave wisely because is shown - a middle aged man who does not ing shots at each other, the Chennai-based national it will impact the way our children will conduct have any point of view like many in our country and daily has launched a fresh ad cam- themselves. The ad tries to talk sensi- will still look in doubt as if nothing has happened.” „ paign that urges the nation’s leaders bly to the largest target group of this [email protected] to conduct themselves well. country (the youth) through an idea, While the broadsheet continues which is much larger and therefore, to target the youth with the cam- the positioning becomes much wider paign, taking off from where it left now,” says Pandey. << FRQWLQXHGIURPSDJH in its previous communication, this Joono Simon, ECD (South) time around it tries to ‘behave’ more Ogilvy worked in close collaboration A Bold... inclusive. In its latest commercial, the with Pandey to create the campaign. daily turns the spotlight on Indian ‘Behave Yourself, India. The officer, India and Southeast Asia, Havas Media, politicians and focuses on the poor Youth Are Watching’ can eas- the network can leverage the win through example of governance that is being ily change tone and talk about social content, and various sponsorship and branding set by them for the new generation. SUSHIL KUMAR injustice, intolerance, attitude toward deals. It can further cash in through additional Even as it stirs up a conversation senior citizens, or even address the benefits for players and the team. She adds that that is really affecting the youth, the current economic divide without tak- a lot of bundling will happen across the group. campaign decides to talk through ing much away from the classroom Moreover, the move will allow the group to those who are the source of that very scene. But to begin with, The Hindu look at additional revenue streams. “If the group conversation. chose to speak about the politicians. is serious about the business of sport, then Conceptualised by Ogilvy India, “A vibrant democracy requires this is just the foundation for future investments. the film is set in a classroom. It participation of the youth predomi- It can look to build other revenue streams like opens with the professor asking his nantly and in today’s era, the youth merchandising and licensing as the market students to debate the rural develop- of today do not see strong icons to matures over the next few years. Team-related ment bill; and yes, he seeks ‘proper emulate in comparison to the heroes programming on its channels can help build a parliamentary behaviour’. The house of yesteryears. The Hindu exposes stronger association,” opines Jehil Thakkar, head is set open wherein two groups of Pandey and Srinivasan this stark contrast of leadership, and of M&E practice, KPMG. students are pitted against each other. is set to the pulse of the youth and Sun TV Network, which already owns a media Very soon, the situation turns chaotic. Furniture their resentment with today’s governance,” says empire down South, can leverage the deal and breaks, books fly, faces are punched. Eventually, as Suresh Srinivasan, VP, advertisement, The Hindu give a big fillip to the franchise brand. “The IPL an instrumental version of poet Narsinh Mehta’s Group of Publications. team will provide a brilliant platform to connect ‘Vaishnava jana to’ (a bhajan endorsed by Mahatma “Our previous campaign was not just a reaction with the audience of other southern states. Gandhi during his daily prayer) takes over the to TOI; it was showcasing the horror in junk news There has to be a long term vision behind the screaming disorder, the ad ends with the note, consumption and re-establishing that knowledge win,” notes Indranil Das Blah, COO, KWAN. ‘Behave Yourself, India. The Youth Are Watching’. is the ‘new cool’. This campaign, like the previ- CVL Srinivas, chairman and managing director, ous one, is also set to the pulse of the youth and LiquidThread Asia-Pacific, Starcom MediaVest THE INSIGHT strengthens our positioning as a vibrant and aggres- Group adds that the deal is a perfect platform hile The Hindu wanted to continue its dia- sive brand,” he adds. for Sun to activate an already strong regional Wlogue with the youth, it was also keen to build The film is already present on social networks brand and build national presence. „ a mechanism that would allow the daily to extend and will be supported by digital and cinema pro- [email protected]

30 afaqs! Reporter, November 16-30, 2012

32,1762)9,(: Should Creative Sister Agencies Be More Collaborative? Should agencies within a group should be more collaborative rather than being competitive in their approach? By Shibani Gharat

&2/9<1+$55,6 -26<3$8/ 1$.8/&+235$ 0$1,6+9<$6 CEO, South Asia, JWT Chairman and NCD, BBDO India CEO, Publicis South Asia V-P Marketing, VIP Industries Ltd FOTOCORP FOTOCORP NO, THERE CANNOT BE COLLABORATION YES, THERE HAS TO BE YES, I THINK IT IS ANY COLLABORATION IS A STRATEGIC MORE COLLABORATION IMPERATIVE THAT SPECIFICALLY WHEN DECISION. IT’S BASED BETWEEN AGENCIES AGENCIES SHOULD IT COMES TO IDEA ON THE PROBLEM WITHIN ONE COLLABORATE MORE SHARING. AND OPPORTUNITY HOLDING GROUP. OFTEN THAN NOT, FOR ME, IT IS ALWAYS AT HAND, AND THE WE COLLABORATE TO PROVIDED THE FACT THAT A CLIENT STRENGTH AND IMPROVE EFFICIENCIES THAT CLIENT comes first. And how can weaknesses of the individual within a group. At a global confidentiality interests are we collaborate if we handle agencies at play. level, the group has created a taken care of. conflicting clients? For For example, sometimes at company called Re:sources, Often, inter-agency collabo- example, JWT India handles a pitch, it’s good to go as two which works on issues per- ration does work and can be a Airtel while Vodafone is separate agencies because it taining to accounting or win-win situation for both the managed by Ogilvy India. raises the chances of winning infotech. What Re:Sources group and the clients but not Both of us - in spite of as a Group. At times, working does is that it brings in an always, since there will be the belonging to the same holding together can help the agencies, unified standard to these case of conflict of client interest. group - can never collaborate when it comes to ideas. Where companies. But, very often, cross category as our respective clients are one of the group agencies has The Publicis Group owns learning can be transplanted. adversaries. limitations, the other one can a variety of advertising, mar- Overall, I believe such a col- Hence, there is no scope certainly step in and fill the gap. keting, public relations and laboration helps agencies to for sharing ideas. But, collabo- So it’s all situation based, and media companies around develop a great campaign simply ration is a very broad term. there’s no right answer to this. the world. Many of these because of great infrastructure We can definitely collaborate The judicious use of brotherly organisations were acquired and talent available across when there is a common pro- competition and sisterly collabo- and each one has their own the group. gramme. You can collaborate ration can create great impact unique way of functioning. on the way Publicis Groupe for networks and holding groups. These are common issues does work or where it has a across the agencies. Also, in back-end company for all of India we have a Publicis India the group agencies. board where CEOs from vari- I think collaboration should ous agencies within the group only happen if it gives the meet twice or thrice a year holding group, efficiencies. and discuss group strategies and individual agency issues.

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International Leaders and India’s Foremost in edenred.co.in Work-Life Benefits, Rewards and Loyalty Solutions 1(:60(',$ WHAT’S ON INDIA Top of the Charts The WOI report states that in the Hindi movie and entertainment genre, Bol Bachchan and Bigg Boss were most searched in Week 43. News Bureau

hat’s On India, the television research and electronic guide provider (EPG), Whas released its weekly TV Trends report. The study mentions the top programmes that were searched on the company’s various plat- forms and has revealed the top five titles in the eight categories. As per the trends released by WOI, between October 21 and 27 (Week 43), Bigg Boss and Bol Bachchan were the most trending programmes in the Hindi shows and Hindi movie genres. Among Hindi shows, Bigg Boss of Colors is followed by the daily fiction, Iss Pyaar Ko Kya Naam Doon (Star Plus) at No. 2. At No. 3 is Sony’s fiction Bade Achhe Lagte Hain, while at Nos. 4 and 5 are Balika Vadhu (Colors) and and 3 positions. At the end stood Grey’s Anatomy searched for sports programme in Week 43 of Yeh Rishta Kya Kehlata Hai (Star Plus), respectively. and American Idol at Nos. 4 and 5, respectively. 2012. UEFA Champions League stood at No. 3. Amongst the Hindi movie genre, Bol Bachchan The Dark Knight (WB) was the most searched Among the regional shows, Maa TV had two (Star Gold) is followed by Rab Ne Bana Di Jodi English movie, followed by Transformers: Dark Of shows (Choopulu Kalisina Shubhavela - No 3 and (SET Max) at No. 2. However, at Nos. 3, 4 and the Moon (HBO) and Money Ball (Pix) at Nos. 2 Kodala Kodala Koduku Pellama - No 5) among the 5 stood the movies Zindagi Na Milegi Dobara (Star and 3, respectively. Next on the list are Iron Man top five. However, the No. 1 spot was taken by Plus), Singham (STAR Gold) and Haunted (SET (Movies Now) and Rise of the Planet of the Apes Asianet’s daily fiction, Kumkumapoovu. At No. 2 is Max), respectively. (STAR Movies). Interestingly, the live telecast STAR ’s talent hunt show, Super Singer Junior. Moving on to the most-searched English shows of FIA F1 World Championship stood at No. 4, The only kids’ programme that made it to the list on television in the past week, Two and a Half Men much below the two football tournaments and in the last category was Doraemon, which was at the (STAR World) stood at the No. 1 position, while one cricket tournament. Champions League T20 No. 1 slot. At No. 2 stood a documentary, Tech How I Met Your Mother (STAR World) and The Big created the maximum buzz on the platform, while Guru from CNBC Awaaz. „ Bang Theory (Zee Cafe), followed next at Nos. 2 Barclays Premier League was the second most [email protected]

<< FRQWLQXHGIURPSDJH Indian Idol, MTV Roadies and live cannot just blame the consumer FAST FORWARD sports events, particularly cricket, and and leave it at that. Where is the veryone is excitedly waiting and more online. There are also unique content leadership by brands?” asks Ewatching for the next step of Playing Now models that can add to the revenue. Sengupta. evolution. “From the advertiser’s Mobile TV services company Zenga BoxTV is an interesting example. point of view, it has always been Says RP Singh, head, digital, APAC TV, for instance, collects data charges While it is available on a ‘freemium’ very clear. If the users are there, and Middle East, McCann Erickson from mobile operators. While the model with a portion of the content the advertisers will come. From a Commonwealth, “Seventy per cent consumer watches the content free, free, ad-supported for consumers publisher’s point of view, it becomes of the advertisers will put their TVCsVCs the operator shares part of the to watch with a simple registration, critical to create enough content to online. Once an advertiser takes thathat a larger portion of the content is attract viewers thereby advertisers,” ad to YouTube, there are a numberber available behind a pay-wall with says Singh. of ways he can engage with the user,”r,” a monthly subscription model. Content houses and advertisers says Singh. According to him,, Currently, the service in India is believe and hope the market to while the metrics and functioning mature much more, and quickly of digital advertising was not too. “Things will only get better. well understood by the FMCG Content houses and With this happening, I only hope players, online video advertising advertisers believe and hope more advertisers come on board. Just has made the same very simple like how “XYZ presents Bade Acche for them where they only have to the market will mature Lagte Hai”, you might have “XYZ contribute with their TVCs. presents Shammi Kapoor Unplugged,” There are others who cry fforor more, and quickly too. says Barjatya. For now, all eyes are innovation. Vivek Ballabh, seniori on the online content that is playing vice-president, digital media, Digitas data revenue that it earns. priced at Rs 199 per month. now. And that view is not bad at all. India, says, “Advertisers need to “There are two parts of it. One Ditto TV from the Zee stable is realise that online videos must be is that brands will not do anything another indicator about the future. (Based on additional interviews viewed as a separate channel for unless there is demand or unless Although it has only 35,000 paid with Asim Warsi, Samsung Mobile; advertising. It must be realised that someone hits them on their heads. users, Zee is upbeat about its digital Kanika Mathur, Digitas India; it could prove to be a much more People who are watching videos on video plans. It is planning video on Shabir Momim, Zenga TV and powerful medium.” YouTube are very happy to watch demand soon. Also coming is Catch- Unny Radhakrishnan, South Asia, Channels are pushing popular TV TV on YouTube. They have not up TV, which allows viewers to catch Maxus). „ shows such as Kaun Banega Crorepati, really moved to digital content. We up with TV shows they have missed. [email protected]

34 afaqs! Reporter, November 16-30, 2012

1(:63(23/( '(),1,1*020(176

PRATHAP SUTHAN, CHIEF CREATIVE OFFICER, IYOGI TECHNICAL SERVICES AND done. Although it broke me, the incident acted as FOUNDER AND CHIEF EXPLORER BANGINTHEMIDDLE a fuel to help me do better the next time. And, I , always came first in the comprehension tests.

LOVE GURU he next defining moment was in college, Twhere I learnt the art of crafting a language style to suit a person’s need, which what advertis- ing is about. I was known for my ability to write love letters for my friends who, in turn, would sponsor a mutton biryani. Each love letter was customised and written in a way that sounded as if the person himself/herself had written it. I became the de-facto love letter-writer in college. It also enabled me to understand the repertoire of writing skills. Each campaign and ideas are tailor- made to suit the requirements of the client and WEAVER will not work for another brand.

TRAVEL WORD nother defining moment was my trip to Aattend the advertising creative directors’ meet at Monte Carlo and then to the International Advertising Film Festival (now Cannes Lions) at Cannes in 1992 when I was with Mudra Communications. I met many renowned crea- tive directors there, some great minds, who were in their late 40s and 50s. Many were also casually SUSHIL KUMAR dressed in t-shirt and denim. he passion for the English language and writing and National Geographic I was the youngest among catchy lines led Prathap Suthan (better known magazine. One week, we My door will be them. It made me realise T as Pat), managing partner and chief creative were given a paper where on there is no age limit or limit officer of BangInTheMiddle and chief creative officer, one side there was a picture to burnout for creativity. I iYogi Inc, to a career in advertising. What were the of a beach and on the other, a open to everyone also learnt humility. defining moments in his 25-year career? bunch of random words. We Most of the people I met The news about astronaut Neil Armstrong had to write a story choosing as someone had were very down to earth. It making his journey to the moon was my first either one side. done that for me. got me thinking that only defining moment. I was six when my father The picture grabbed those, who felt insecure, went pointed at the moon and told me that, right at my attention and I wrote a around creating an image of this moment, a man was heading to the moon. I story called Operational Jalaraj - inspired by themselves like exhibiting ponytails or piercing. was awestruck! In my head, that piece of infor- Commando comics and a real-life naval incident Today, my philosophy in life is that I keep mation was a quantum leap. It made me realise that I had read somewhere. At the end of it, I was my door open to anyone and everyone because the limitless possibilities and a transformation beaming. I believed it was a beautiful story and someone else had done that for me. I will give a from fantasy to reality. was confident that I would get the maximum person a chance to meet me. marks. True to my assumption, I won the first I am never threatened by someone’s ideas ENGLISH VINGLISH place. It was a realisation of sorts; I could write because I know the other person cannot imitate he next incident that made an impact on engaging stories and critically judge my work. my ideas and how I think. After so many years in Tme was in Class 8. We used to have weekly But a few minutes later, my paper was reviewed advertising, I am still a copywriter and have fun English comprehension tests. I was an average and for some mysterious reason, I became the doing my work. „ student but an avid reader of comics, Westerns second in class. Till date, I don’t know why it was As told to Rashmi Menon

NEWS CORP-WALT DISNEY also provides ESPN more independ- According to the arrangement, ence and flexibility in future support STAR India and News Corp will of The Walt Disney Company’s use ESS’s current brands within Complete Ownership overall efforts in Asia. guidelines agreed by both partners. Also, this move enables STAR The ESPN brand will eventually be The 16-year-old 50:50 JV between Walt Disney’s India to add six sports channels to phased out as per agreed terms. its portfolio, namely, ESPN, Star The official statement from STAR ESPN and News Corp ends. News Bureau Sports, Star Cricket, ESPN HD, Star also states that both, STAR India Cricket HD and ESPN News. and ESPN have also entered into a ews Corporation has that News Corp plans to buy out non-compete agreement typical for acquired Disney’s share of ESPN Inc’s 50 per cent equity inter- a transaction of this nature. Based in Nthe joint venture, ESPN- est in ESS. The 50:50 joint venture, Singapore, the venture operates 25 STAR Sports (ESS). ESS is a ESPN-STAR Sports, was signed 16 ESPN and STAR Sports-branded wholly-owned subsidiary of News years ago between Walt Disney’s TV networks, and three broadband Corporation. ESPN Inc and News Corporation. sports networks throughout Asia in It may be recalled that afaqs! had With this development, the News five languages (English, Cantonese, reported in June about the plans Corporation unit now owns and Hindi, Korean and Mandarin). „ of the two broadcasting companies operates all of the ESS businesses and [email protected]

36 afaqs! Reporter, November 16-30, 2012 1(:60(',$ RBNL Thrilling Action The channel has international content dubbed in Hindi, targeted mainly at the male audience (15- 44 years). Experts are positive about the new offering, albeit with a tinge of doubt. News Bureau

ction channel Big RTL Thrill, which was Network fortifies its standing in series, wrestling, extreme sports, slated to be launched in the first quar- Uttar Pradesh, offers advertisers game shows and movies. The Ater of 2012-13, is ready to take off on a robust and unmatched chan- channel has about four to five November 5. The latest joint venture between the nel in the region, and delivers hours of original content each Reliance Broadcast Network (RBNL) and RTL, exceptional value for brands.” day, along with international the European entertainment network, announced Sporting the tagline ‘Action shows such as Fear Factor, Cobra plans to launch an action channel in early 2012. Ka Baap’ (Ultimate Action 11, Criss Angel, Wipe Out and Bay This will be RBNL’s seventh channel, includ- Destination), the channel will Watch. Action movies will also ing Big CBS Prime, Big CBS Love, Big CBS have international content be telecast in dubbed format. Spark, Big CBS Spark Punjabi, and dubbed in Hindi. Content has While market experts are posi- Bloomberg TV India. been acquired from internation- tive about the channel, they also The channel will be launched in Uttar Pradesh al production companies such feel that digitisation may affect the and later expanded in a phase-wise manner to viewership to some extent. They tap other Hindi-speaking markets. Subsequently, opine that Thrill will have good sampling since the it will be launched in the SAARC (South Asian “With this launch, other channel catering to action-lovers, AXN, is Association for Regional Cooperation) region, an English channel, and add that distribution will which includes Sri Lanka, Bhutan, India, Maldives, RBNL fortifies its play a very important role. Movies may provide Nepal, Pakistan, Bangladesh and Afghanistan. standing in UP the strongest reason for sampling, say experts. The reason for choosing the UP market, says and aims to deliver Andreas Rudas, executive vice-president, region- the channel, is that it is home to India’s largest al operations and business development, CEE male population and the country’s second larg- exceptional value and Asia, RTL Group, says, “This is an exciting est economic engine, contributing 8.05 per cent for brands.” moment for us at RTL Group since it’s our first of national GDP. The FICCI report shows that TARUN KATIAL step into the Indian broadcasting market, which the region’s advertising market grew by 15 per offers very promising growth opportunities. We cent during 2011, faster than the national average, will contribute our long-term broadcasting and with the strength of local business segments help- programming expertise to Big RTL Thrill with ing to provide some insulation from the current high-quality content targeting a clearly defined economic slowdown. Residents of the region also “Bringing Thrill audience.” demonstrate higher than average income and con- with high-quality Big RTL Thrill will be distributed as part of sumption patterns. This makes Uttar Pradesh an content, we are RBNL’s seven-channel bouquet, including the area of great interest for marketers. existing six channels. Big RTL has also tied up Tarun Katial, CEO, RBNL, says, “Thrill is targeting a clearly with DEN Networks along with MSOs like a world class product served in Hindi, and has defined audience.” Digicable, Siticable, Moon Cable, See TV and been designed to fill a clear void that exists in the ANDREAS RUDAS other independent operators. The channel is pre- market, ensuring high audience engagement. With pared for the advance of digitisation and has the launch of this channel, Reliance Broadcast already teamed up with Reliance Digital TV across India, and is in the process of closing deals with as Fremantle Media, other DTH operators. Sporting the tagline ‘Action Ka Baap’, the Endemol and Red Bull. The channel will be marketed through a multi- channel will have international content The programming media campaign across television, radio, out of line up of Thrill is based home, on ground, print and digital. „ dubbed in Hindi. on reality shows, action [email protected] 1(:6',*,7$/ INMA The Meeting Point At the Digital Innovation Summit of INMA, the publications from across the globe came together to discuss and analyse the best possible ways of getting RoIs from the digital platforms. By Raushni Bhagia Co-existence of Digital and Print Lesson for Print

hile the world debates the company has grown both organically he summit brought together Challinor started off by mention- decline of print due to the and through acquisitions, he added. various case study presenta- ing a study that showed that ‘double Wimpact of the internet and Out of the total 47.49 million users Ttions from different media the 2-5 year olds can play with a the decline of the internet due to the of the publishing house, 13.59 mil- companies in Europe, North smartphone app (19 per cent) than rise of the mobile, a few publications lion are online users, he revealed. America and Latin America. can tie their shoe laces (9 per cent)’. took to analyse the best possible BILD, he said, believed in the One of the case studies was ‘How He then described the transition models for the co-existence of the philosophy that one should never the New York Times launched in the use of mobile phones from print and digital platforms. forget where one came from - and digital subscriptions’, presented by 2007 to 2012. In 2007, he said that At the summit, publications dis- it came from the content business. Yasmin Namini, senior vice-presi- though mobile phone apps were cussed the pros and cons of the available, the app store concept as digitisation of print (news) content. it is today was nowhere in sight. One of the speakers was Pit Today, however, the industry has Gottschalk, director, content man- seen a great transition from keypad agement, Axel Springer, Berlin, to touchscreen, 2G to 3G/4G and Germany, who discussed, ‘How does social networking as the basic use of publishing house Axel Springer meet mobile phones. the challenges of the digital era?’. His Challinor described a strategy presentations delved into the three Thus, BILD has always been dent, marketing and circulation, and for mobile and tablets that includes strengths of the group - content, classi- using classic newspaper strategies to general manager, reader applications, building customer interaction, data fieds and marketing/advertising. He monetise. He revealed that the con- The New York Times. collection, generating new revenue, talked about his brand, BILD. tribution to total revenue by the Another interesting session was facilitating content collection and Marcelo Benez, advertising direc- digital platform has increased from how the Telegraph Media Group distribution, giving added value to tor, Folha de S Paulo, Brazil gave 11.7 per cent to 48.7 per cent from is ‘preparing for the biggest mobile advertisers, providing a bridge to a detailed version on ‘Where digi- 2007 to 2011. year for news publishers in history’, younger audiences and associating tal solutions fit in the multi-media Benez from Brazilian newspa- presented by Mark Challinor, direc- the brand with new technology. advertising mix’. His presentation per house Folha De S Paulo started tor, mobile platforms, Telegraph Challinor then shared some inno- off by asserting that as the Group, London. world goes digital, ‘futurol- While explaining the ogy’ will concentrate on the metered model approach print+digital platforms. for digital subscription He spoke about the tran- adopted by NYT, Namini sition from newspaper to said that readers were newsmedia. Brazil, he said, offered 20 free articles a was a country with about month in the first year, 200 million population which was reduced to 10 and 252 million active cell articles a year. For unlim- phone users. ited access, subscription Benez mentioned that a was made mandatory. She Gottschalk and Benez: digital + print news media company must added that for this formula Namini and Challinor: selling the digital always be ready to deliver to work, it was imperative delved into the need to connect with news and services through various that navigation was made easy and vative augmented reality examples the customers and advertisers. formats - text, audio and video. The the definition, simple and consistent. launched by The Telegraph for its Beginning his presentation, journey, he said, taught the group Namini explained how the com- mobile platform. In one, when the Gottschalk stated that way before that quality is non-negotiable. The munication to the customer changed mobile’s camera is moved over the the digital world was seen positive- subscription, he said, increased as with time. Initially, the focus of NYT printed copy, the ads look magnified ly, the company added digitisation and when there were new launches was to sell the subscription at a rate and the product can be seen in vari- to its strategy as an integral part on the digital platform. of 99 cents a month, emphasising ous angles by clicking on the screen. in 2001 and has more than 140 After the launch of the HTML5 the importance of unlimited access Each story, when scanned through online products. version, the subscriptions increased to content. The communication after the camera, pops up as a little box, The internationalisation of the by 89.81 per cent, while after the a year expressed how one should which enables the reader to read brand, as per Gottschalk, concentrat- launch of the new version, it grew by subscribe to the experience and not it on the mobile screen on click- ed on the three major geographies, 253 per cent. merely the content. Later, it moved ing. Speaking about monetisation, including CEE, Western Europe and He concluded his presentation by from relationships, to innovation and he said that mobile payments, in-app BRIC. He mentioned that the three highlighting three major lessons of creativity to politics. Namini claimed payments, QR codes, augmented core strengths of the publishing the publishing house - to break the that the digital subscription doubled reality (AR), location-based services, network have always been content, paradigms, to be where the readers between the second quarter of 2011 mobile social and SMS/text messag- brands and target audiences, classi- are and offer the advertisers what- (2.8 lakh subscribers) and the third ing were possible options. „ fieds and marketing/advertising. The ever they need. „ quarter of 2012 (5.7 lakh subscribers). [email protected]

38 afaqs! Reporter, November 16-30, 2012 60$57,'($

MIRCHI MOBILE Spicy Combination Powered by Spice Digital, the two mobile radio stations, Purani Jeans and Meethi Mirchi, will be initially available on the radio channel’s VAS platform across service providers such as Airtel, Idea, Vodafone and Reliance. News Bureau

fter extending the two popular radio sta- tions, Meethi Mirchi and Purani Jeans Aon the online platform, Radio Mirchi 98.3 FM has now launched the two stations on its mobile platform. The two stations will be powered by Spice Digital, a leading value-added services (VAS) company, and will be available on the radio channel’s value added services (VAS) platform, Mirchi Mobile. While Meethi Mirchi is defined as a melody radio station, Purani Jeans plays only retro music. The two channels were inaugurated by Pakistani classical singer, Shafqat Amanat Ali who was also the radio jockey for a couple of hours on Meethi Mirchi. Mirchi and Purani Jeans, we are adding gen- The radio channel claims that the launch of re-specific options to the platform. Both these these stations aims to enhance the Mirchi Mobile stations are designed specifically for the digital experience for subscribers by giving them more audience and are different from a traditional on- options. These stations will be available across air radio product.” Airtel, Idea, Vodafone and Reliance, initially. Radio Mirchi adds that there will be peri- However, Mirchi odic programming specials within these feeds Mobile is avail- which will also offer higher engagement with able on Docomo and the product. MTS, as well. Shehzad Azad, director and head, alliances, Recently, Radio Spice Digital, says, “This, coupled with program- Mirchi created a ming from the experts, is a great way to provide Bhojpuri radio sta- customers what they want. This is in line with tion exclusively for continuous innovation in our products under- the mobile platform through its website. taken along with our partners to provide enhanced and also created In an official communiqué, Rahul Balyan, user experience and differentiated offering to our online radio stations head, digital initiatives, Radio Mirchi, says, “With esteemed users.” „ which can be accessed Balyan: musically mobile the addition of dedicated radio stations of Meethi [email protected]

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

afaqs! Reporter, November 16-30, 2012 39 352),/( ¦1(:6

NITESH TIWARI I CHIEF CREATIVE OFFICER I LEO BURNETT INDIA JUGAAD INNOVATION A New Model A session on ‘what makes Jugaad the latest The buzzword in the corporate boardrooms abroad.’ ‘Lucky’ By Ankit Bhatnagar ther than the locally made motor vehicles used for Otransportation in rural India, Jugaad refers to much more. One So much more that a bestselling book is there on it and Jugaad is slowly making the rounds of global forums like the World Economic Forum. FOTOCORP The co-author of ‘Jugaad Innovation’ was in Delhi and spoke By Biprorshee Das was a high for me nonetheless,” he remembers. about it: The Powerful and Wise Growth Model for Complex LEARNING FROM THE GREATS Times. Rendezvous eo Burnett India’s newly appointed chief creative iwari’s learning continued at Lowe where he with Radjou pre- officer, Nitesh Tiwari is quick to point out that he was Tworked under “three great advertising brains” sented by DDB Llucky to be blessed with the right opportunities in his - Priti Nair, KV Sridhar and R Balki. Lowe was a fan- Mudra Max was held 16-year long career as a creative professional. tastic and rigorous training ground that taught me the at The Media Cafe, art of advertising. Gurgaon. FROM ENGINEERING TO ADVERTISING “You can’t write just what comes to your mind. At Radjou spoke on iwari’s love for advertising began while working the end of the day, you’re trying to give a creative solu- the growing popular- Ton a project for RK Swamy BBDO during his B. tion to a problem your client has. Meeting consumers, ity of the term Jugaad Tech at IIT-Bombay. The assignment finished but spending time with them, seeing their lifestyle, seeing and how India can something remained. “What I saw in the ad agency, I how they respond to your creative work was an eye- reconnect with its really loved. The atmosphere was informal, people were opener for me,” says Tiwari. spirit. He said it was playing pranks. They were having a He recalls the streak of competitive- in the light of the blast and were paid for it,” Tiwari says. ness at Lowe, where Nair, Balki and R&D budget scal- He left a software company job Pops constantly kept him on toes. “If ing above $550 billion in 2010 that in three months that he took after you do not have a good idea, they (the quality management processes like B. Tech, quicky realising, he did not “We do not bosses) will come up with a better idea the Six Sigma were resorted to. belong there or as he puts it, “life is too and you will lose out on an opportunity Commenting on the malaise of the short to be not doing what you love”. have doors to get your work out,” Tiwari remem- innovation models the West follows, With little agency experience, love for bers. At Lowe, he honed his leadership Radjou said, “The West needs a new everything creative and few references here. The skills too. innovation model; the old ones are in the industry, Tiwari sent applica- idea is expensive, rigid and elitist.” tions for the role of a copywriter. THE LEO BURNETT FAMILY Radjou, a faculty member at the Draftfcb Ulka, intitally spotted his the boss.” he ‘people’s person’ says he gets World Economic Forum, while potential and took him on board. “Ulka Tattached to a place very easily talking about ingenious products took me seriously, probably, because and it was difficult for him to leave and services from emerging mar- Ambi (MG Parameswaran) and Shashi behind Draftfcb Ulka and then Lowe. kets exemplified Jugaad, mentioning Sinha are IITians. They, I think, were curious to know However, in October 2003, Leo Burnett presented Gujarat’s Mansukhbhai Prajapati’s more of this ‘stupid fellow’ who wanted to mess up his before him opportunities that he could not resist. He Mitticool (http://www.mitticool.in/ career wanting to be a copywriter,” quips Tiwari. He joined as a creative director. index.php) - a fridge made of a spe- joined in 1996. “We a very open, extremely transparent agency. cial clay working without electricity, We do not have doors here. The idea is the boss,” he Philippines’ bottle lamps, African FOUR BOSSES says. Tiwari looks at Leo Burnett global network as makeshift bicycle chargers and the s a specialist Hindi writer, Tiwari began with the one family, and people from the various offices of the Brazilian Caixa Bank’s floating bank Afour creative directors at the agency then. Being agency across the globe meet him like his own branch branches. trained by four specialists in different styles, he quickly colleagues. “We are exposed to each other’s work on The three tenets of Jugaad, got his first brief to write a television commercial for a quarterly basis and our global chief creative officer, according to the speaker, Captain Cook Atta. Mark Tutssel ensures that the whole network remains are Frugality, Flexibility and “It was nice of my boss to think that a six-month- like a close-knit family, which makes me remain in Inclusiveness and helps companies do old trainee can write a TVC. I wrote four scripts and all love with this agency,” he says. „ more with less. „ were presented to the client. None of them made it. It [email protected] [email protected]

40 afaqs! Reporter, November 16-30, 2012 1(:60(',$

the pictures of any two Bond actors, with the message ‘Who’s the Best Bond? You Decide!’ Through the contest, people can vote for their favourite Bond by giving a missed call on the given number. All platforms put together, the contest has recieved 6.5 lakh responses in first five days. The hoardings are installed at Metro stations and other places of high congestion. The creative agency for Movies Now is BBH India. Ajay Trigunayat, chief executive officer, English entertainment channels, Times TV Network, says, “We expect the channel share to rise from the current 29 per cent to 31-32 per cent after the Bond festival ends. These movies will be MOVIES NOW offered in HD quality to the viewers. The cam-

“We expect the Outdoor Bonds channel share to rise The channel has rolled out a 360 degree campaign, spending about from the current 29 `3 crore to promote its James Bond Festival, with promos running per cent to 31-32 per cent after the on 20 TV channels and 225 out of home formats. By Raushni Bhagia Bond festival ends.” AJAY TRIGUNAYAT hile fans of James Bond celebrate the in 16 channels spread across various genres 50th anniversary of the film franchise, and regional languages, besides the four Times Wthe release of the latest flick, Skyfall, Television Network channels. Print advertise- has coincided with Movies Now’s James Bond ments will be carried out in The Times of India. paign will create further buzz about the contest.” Festival screening all the 22 James Bond titles. On the out-of-home platform, the chan- The objective behind the campaign was to To spread awareness about the programming nel has launched a campaign through 225 sites multiply reach and effectiveness by targeting the initiative, the channel has launched a 360 degree in Mumbai, New Delhi, Bengaluru, Kolkata, holiday/festive crowd across multiple touch points marketing campaign that reaches out to the target Chennai, Hyderabad, Pune and Ahmedabad. in high footfall areas through OOH. On the digi- audience. The total spends are learnt to be about Executed by Posterscope, the campaign will run tal platform, the channel has put the contest tab `3 crore, though the channel refused to comment for a month covering places with high footfalls. live on Facebook and will continuously engage on the financial details. The OOH creatives are largely based on the audiences with polls, trivia and some contests on The series of movies will run through contest being run by the channel. The contest Bond. Mobile apps have also been used for voting. November at 9 pm. It is also learnt that the chan- invites the audience to choose the best Bond Interestingly, the channel has tied up with 49 nel had been negotiating with the production among the six actors. Each of the creatives depict outlets of Cafe Coffee Day in eight cities, involv- house for the rights of the 22-part series for quite ing a special Bond menu with six James Bond some time. The licenses were cleared six months Coffees and additional branding in terms of tent ago and the channel took the decision to launch The contest has recieved cards, danglers and latte art (007 drawn on the the movie block parallel to the release of Skyfall. drinks while serving). „ The television campaign involves 4,000 spots 6.5 lakh responses. [email protected]

CHROME DATA ANALYTICS & MEDIA access to the analog signal as on the analog signal, while 82.6 per cent still given date. continue to access it. As for Mumbai, of the total 30.2 Chennai, meanwhile, continues lakh C&S households, only 10.8 per to receive 100 per cent analog signal. Unprecedented Success cent are receiving analog signals. The The status of Chennai is to be decid- switch off of analog in Kolkata is ed by the Madras High Court after it In Delhi, only 4.7 per cent homes are receiving however moving at a much slower further hears a petition by Chennai analog signals, while 95.3 per cent homes are pace. Only 17.4 per cent of the total Metro Cable Operators’ Association 22,81,100 C&S households has wit- (CMCOA). blacked out. News Bureau nessed a complete switch off of the Interestingly, there is no change in the status of Kolkata and Chennai, ccording to data provided by though for Mumbai and Delhi, the Chrome Live, 40 per cent of digitisation is gradually spreading. Asubscribers amongst all the In Kolkata, For the record, currently there are head ends in the four metros contin- 158 head ends across the four met- ued to get access to analog signal as only 17.4 per cent of ros. Of these, 107 are for Delhi, 35 on November 6, while 60 per cent the total 22,81,100 for Mumbai, 14 for Kolkata and two faced a complete analog switch off. for Chennai. The data also suggests an unprec- C&S homes Chrome Live is an exclusive service edented success of analog switch offs provided by Chrome Data Analytics in Delhi and Mumbai. has witnessed a and Media with daily alerts on chan- Out of a total C&S base of nel frequency fluctuations, switch 30,50,100 homes in Delhi, only 4.7 complete switch off ons and offs entailing immediate cor- per cent (1,44,338) homes are receiv- of analog signal. rective measures across more than ing the analog signal, while 29,05,762 200 cities, across all TAM markets. „ homes (95.3 per cent) do not have [email protected]

afaqs! Reporter, November 16-30, 2012 41 1(:6',*,7$/ SAB TV Fun and Games A Facebook gaming app depicting a city, SABurbia is inhabited by SAB’s popular characters, also extending the game offline with a board game. News Bureau

he family entertainment channel from Multi TScreen Media, SAB TV has crafted a niche for itself as a comedy channel. To extend its brand positioning as a fun-filled family entertainment channel, SAB TV has extended its char- Board Game acters through the Facebook gaming app, SABurbia. devices and Windows tabs, later. SABurbia is a city with a police Meanwhile, the channel has station where Chandramukhi also extended the gaming expe- Chautala and her team (FIR) hold rience on the offline platform by sway. The city has a colony called launching a board game with the Lapataganj, with all the characters same name. SAB TV joined hands of the show by the same name. It with Pegasus International (an also has Gokuldham Society with Indian toy and board game all the families such as the Gada maker, operating under the parivar, Bhide family, Sodi and brand name ‘Toy Kraft’) for the Mr Mehta. Chidiyaghar and R K manufacture and distribution of Laxman Ki Duniya are also a part the board game, SABurbia.com. of this town. A shopping com- Anooj Kapoor (left), The comic strip with jokes (above) Kapoor explains that the basic plex in SABurbia helps the player was a way to connect with the age idea behind the launch was to surprise consumers to complete the tasks given by group of 15-24 years in order to give and non-consumers for impact. The channel the various citizens. them a complete brand experience in attempts to connect at a place where the consum- The channel had tied up with an interesting manner.” ers least expect brand presence, thus creating more Apar Games, which has built the The channel has targeted both the impact and increasing their interest in sampling. game for SAB TV. Currently, loyal SAB audiences and the non-SAB The board game also depicts characters from there are about 25,000 active audiences. The game will be available the channel and has a few instances where the users of the game on Facebook. for longer durations and the channel player has to send an SMS, ‘SABurbia’, to 54545 Anooj Kapoor, executive vice- may also launch different versions of to know the reward (extra points) given to him/ president and business head, the game depending on the shows and her during the game. The aim behind the SMS SAB TV, says, “We always try to SUSHIL KUMAR their popularity. SAB TV also plans to integration, says Kapoor, is to motivate consumers look for newer ways to establish touch points with extend the game to the mobile platform through the consumer. Launching SABurbia on Facebook launches on smartphones, iPhones, Android FRQWLQXHGRQSDJH>>

sub-brands and leverages trend- Explaining how India is among YAHOO! AND MEDIACOM ing topics related to leisure and the most cluttered markets when it entertainment content. It also offers comes to advertising, Hemen Desai, locally produced content hosted by managing partner, MediaCom India Indian Style Factor model and actor Nauheed Cyrusi, says, “By creating customised con- with a dedicated editorial team sup- tent, P&G aims to go deeper and The content comprising premium fashion, beauty porting the production of local news draw insights into how consumers online. Yahoo! will draw from a engage with their brands online.” and personal care for women is inspired by a range of syndicated and original “We are happy to strengthen our similar initiative in the US. News Bureau editorial material that will be rotated global relationship with P&G in each month according to the fea- India to offer the brand the right kind ahoo! India and MediaCom ago, the site is now live and available tured P&G brand. of audience and editorial strength have launched a custom on Yahoo! India Lifestyle. required to launch the branded Ybranded content and enter- On the new initiative, Archana entertainment experience to con- tainment site for Procter & Gamble Aggarwal, country media manager, nect with relevant consumers,” adds (P&G) called Style Factor. It is P&G India, says, “Style Factor is a Vishal Maheswari, senior director inspired by a similar site called ‘The site for a digitally savvy woman who is and head of sales, Yahoo! India. Thread’ on Yahoo! Shine, once smart and discerning about engaging It also offers He states that the content pro- again developed for P&G in USA. with brands online. This partnership duced must not be mistaken for The site will focus on content has helped us to engage with our locally produced advertorials as the former is gen- around celebrity news, information consumers through custom branded erated such that it is relevant to on fashion, skincare, hair care and content and create meaningful con- content hosted by the featured brands and not created make up for Indian women. After versations around our brands.” especially for them. „ the beta launch a couple of weeks The site is a showcase for P&G’s Nauheed Cyrusi. [email protected]

42 afaqs! Reporter, November 16-30, 2012 1(:63(23/(

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

t came as a shock Rediffusion-Y&R n a bid to strengthen the ad sales for Iwhen people came has also boosted its Ithe network, Media Content and to know about Lynn’s creative strength by Communications Services India (MCCS) has (D’Souza) exit from bringing Kamlesh roped in Gautam Sharma as vice-president Lintas Media Group. Pandey and Bhargava and national sales head. This is his second stint Given the fact that Krishna on board, as at the company. Lynn’s name is syn- creative consultants In yet another onymous with Lintas to the team. They will development in the Media Group – she report to D Rajappa, broadcast space, set up Initiative, who heads the agen- RK Arora has been LMGs flagship brand cy’s work in India appointed as chief in India – it is diffi- LYNN D’SOUZA MAHESH PARAB and Sri Lanka. Both executive officer cult to think of Lintas Pandey and Krishna at Information Media sans Lynn. started their careers with Rediffusion and have Television Network However, it was well-established track records in the creative field. (ITV) which has the IPG (Inter Public In another development, Bapi Bit, who was recently acquired Group) restructuring, freelancing with various production houses, has the English news that put Shashi Sinha now found an official destination as he joined channel, NewsX. RK ARORA at helm of affairs post Little Lamb Films Arora will handle Lynn’s exit. Sinha, as director. the business opera- erstwhile CEO At Everest Brand tions of the Hindi Lodestar Universal, Solutions, Deepti news channel, India will now spear- Sakhuja has joined as News, five region- head the IPG Media SHASHI SINHA vice-president, Delhi al channels and its brands – LMG and while at Leo Burnett, English news chan- Lodestar Universal Kapil Sawant has nel, NewsX. while D’Souza is learnt to be pursuing her inter- moved in from In the region- est in social entrepreneurship. D’Souza a trained Contract as executive al space, Sunil veterinary nurse is known for her social activities creative director Kumaran, cluster in animal care. McCann’s head, Karnataka SUNIL KUMARAN Next in line, MPG DEEPTI SAKHUJA Mumbai and and Kerala, Big 92.7 has got a new buy- Bengaluru branches FM was recent- ing head for Delhi in have also undergone ly shifted to handle the language television Kavita Vohra who has leadership chang- channels of the group. His responsibilities moved from Vivaki es, with Namrata include Big Magic, Big CBS Spark Punjabi and Exchange. In addi- Nandan and Vijay Big RTL Thrill. tion, she will also Jacob Parakkal tak- Kumaran’s change in role comes close take care of buy- ing over charge at the on the heels of other managerial changes ing at Kolkata and offices, respectively, in the company. In the recent past, Anand Bengaluru branches. while Anil Thomas Chakravarthy, chief marketing officer, RBNL Among crea- will remain creative took on additional charge as business head KAVITA VOHRA tive agencies, DDB chief for McCann’s for its joint venture television network, Mudra has expe- South operations. „ Big CBS. „ rienced a slight KAPIL SAWANT upheaval. Post Sudarshan Banerjee’s exit from Mudra DIGITAL Ahmedabad, Rajiv Sabnis has been obile market- Wrider as director, given the additional Ming solutions game design for its responsibilities for company Mobilox gaming business in Ahmedabad, besides has roped in Minoti India. Wrider will his existing charge Nelson as chief sales be based in Mumbai of Mumbai office, officer. and will be respon- TALHA BIN MOHSIN where he is currently An MBA from sible for developing based. At the agen- NMIMS, Nelson new IPs. Wrider cy’s Delhi branch, was general man- joined the gaming there has been some ager and edition industry in 1997 as addition to the crea- head of Hindustan game content pro- tive team where in Times. She joined MINOTI NELSON PAUL JOSEPH WRIDER ducer with The Mahesh Parab and HT Media in 2006 Hub AOL. Talha Bin Mohsin and under her leadership, HT Media saw a lot Later, he moved to All-Games Network as have been appointed of categories and verticals achieve unprecedented technical director. Wrider has worked with gam- as executive creative revenue growth. ing companies like Digital Chocolate, Storm8 directors. The duo Also, the digital arm of Walt Disney Company, and Zynga. He has also worked on other popular have moved from DisneyUTV Digital has roped in Paul Joseph titles like Mafia Wars and Vampires. „ KAMLESH PANDEY McCann Mumbai.

afaqs! Reporter, November 16-30, 2012 43 1(:6%22.6 5HDGLQJ5RRP BINDASS JOSY PAUL Chairman and NCD, BBDO India Tapping the Youth must confess that nowadays, I am The OOH promotions are being carried out on bus I unable to finish a full book any backs, hoardings, media agencies and college more. The mind wanders into so many zones, especially when YouTube festivals across seven cities. By Rashmi Menon brings me live feeds. So, I follow a T20 format of reading. It’s the short- isney UTV’s youth chan- flanked by two models; the photos est format of the reading game. I dip nel Bindass has launched are given away instantly. Till now, in and out of various books at the Dan out-of-home campaign the activation has been carried out same time – mixing it all up like a DJ. to promote the second season of its in six colleges in Mumbai and Delhi. I have two books that I’ve just reality show, Superdude. The OOH Mumbai-based Rickshaw has started on, Jinnah vs Gandhi by campaign, titled ‘Play more, Rest less’, executed the campaign across seven Roderick Matthews and Autobiography is being carried out on various media cities. According to the client brief, of a Yogi by Paramahansa Yogananda. including buses, hoardings and on- the aim was to ensure sampling. Both are fascinating, for now! ground activations in media agencies The agency claims that the show’s I like the thought of going home and colleges. The three month concept was not simple to convey SUSHIL KUMAR to these books. I’m a Gandhi junkie long campaign began in October. at one glace. So, it was crucial that and I read everything about his inspiring life. We even opened an advertis- In a teaser campaign in the first the outdoor media captured the ing ashram in his name. As for the Autobiography of a Yogi, it’s a gift from a phase, beautiful models looked target group’s (youth’s) attention. friend. It’s a healing experience to go back to spirituality, philosophy and directly into the camera and chal- Mahua Hazarika, partner-founder, simple living in a complicated world. I grew up on J Krishnamurthy and the spiritual discourses in college and find it very stimulating. I love autobiog- raphies. It’s like sitting in your living room with a bunch of great guys who have nothing left to lose – so they tell you their truths of life. These passion- ate confessions reveal many secrets. It helps me make sense of my world. While my all time favorite book is Catch 22 by Joseph Heller. It’s a mad look at war. It was my bible for many years. I still read the occasional pages. It liberates my thought-controlled mind. Next, I have a set of the latest Esquire magazines with some interesting essays, debates and articles on today’s world issues. It promises to be an antidote to the high decibel noise on Indian news TV. I don’t have any favorite author in particular. I love random rreading and the serendipity that comes with it. As for my childhood reading, I grew up read- ing most of the Enid Blyton stories – Famous Five, Secret Seven, Fatty and the FindOuters, and Mallory Towers. Then there was William series by Richmal Crompton, the Billy Bunter series by Frank Richards, WWar comics, Amar Chitra Katha, the Biggles series by lenged the boys to impress them. bby Captain W.E. Johns. I read voraciously as a child – Posters were displayed on buses, bus aalmost a book a day. I lived the life of these characters and panels, bus shelters, hoardings, canti- aassumeds their role. It was the ‘playstation’ of my mind. „ levers, gantries, mobile vans and live As told to Raushni Bhagia hoardings across Mumbai, Delhi, Lucknow, Pune, Surat, Indore and Ahmedabad. Currently, 33 hoard- << FRQWLQXHGIURPSDJH markets like Mumbai, Delhi, Kolkata, ings and 500 buses in Mumbai, and Gurgaon, Ahmedabad, Lucknow, 28 hoardings in Delhi have been Bhopal, Indore, Baroda and Jaipur. employed for the campaign. Hazarika and Gandhi: raising the bar Fun and... In its initial roll-out, a total of 2,000 In an arrangement with Cafe pieces will be available in stores. Coffee Day (CCD), branded cup Rickshaw, says, “Dating and rela- to stay more involved with the game The two formats of games intend to tags and table stickers have been tionships are a key part of a youth’s and the brand. give SAB TV an alternate touch-point used in 25 outlets in Delhi and life today. Everybody needs a few Anuj Mehta, co-owner, Pegasus with its audiences, over and above Mumbai. To bring in a fun element, tips to transform from dud to dude International, says, “For this board conventional media such as TV, print, five media agencies in Mumbai and but no one wants to be told to watch game, we have tweaked the game OOH and online. Moreover, it also Delhi will be asked to internally vote and learn. Our challenge was to get rules a little to make it relevant to the gives people a chance to get to know and select one guy as the ‘Superdude their attention and get them to tune brand. There are no age barriers and more about the shows on the channel. of the Agency’. The brand has also in, without being preachy.” so it is a thorough family entertainer. SAB TV has also rolled out jokes and cashed in on the recent Enrique con- Nikhil Gandhi, executive director, The unique selling point of the game comic strips involving the characters cert in India, where selected ‘dudes’ youth channels, Media Networks, is to bargain. To bargain is a typical on Facebook as well as mobiles. Kapoor were chosen to click photos with Disney UTV, says, “Superdude is Indian trait that’s realistic and will be adds, “Being the only comedy channel models at the concert at Gurgaon, one of our biggest franchises and the enjoyed by all players. The TG is the in the country, this was a huge oppor- Pune and Bengaluru, where pillow second season raises the bar as far as entire spectrum of SAB TV viewers.” tunity for us to create jokes centred fights were also held for girls. the ‘Play more, Rest less’ quotient The game will be available in 42 around our characters and increase At college festivals, the activation is concerned. The property is built major cities in stores like Landmark, brand salience in a typical brand- involves a throne installed at the on-ground and extends beyond the Crossword, Hamleys, Shoppers Stop centric, lighthearted manner.” „ venue. Male students can get them- scope of television.” „ and Planet M. The cities include key [email protected] selves photographed on the throne, [email protected]

44 afaqs! Reporter, November 16-30, 2012 RS SURIYANARAYANAN Associate Vice President, Initiative GO-GETTER

If there is one place you can keep going backback to forfor a hholiday,oliday, wwherehere wouldwould it be?be? Moscow in summer.

Tell us three good things about What and where has been your best travelling.travelling. bazaar bargain so farfar?? UÊUÊ It’s a complete change-over from Electronic cameras at Bangkok. youryour routineroutine UÊUÊ Opens your eyes, ears, mindmind to newnew WhichWhich hhasas bbeeneen tthehe most unique thingsthings viz people, places and beautybeauty destination that yyouou ever visited. of Mother EarthEarth When and whwhy?y? UÊUÊ Gets youyou into life-celebration mode Moscow in 2010. For its monuments,monuments, architecture, beautiful greenscapes.greenscapes. WhenWhen you travel, what is a must carry for you? Tell us how have you managed to Of course, phonesphones andand podspods andand camera. makemake a journey ffun.un. By spendingspending more time outsioutsidede tthehe WhenWhen and where did yyourour best holiholi-- rooms, minglingmingling with locals, gettinggetting to dayday happen?happen? know details of local foodfood,, dress and 2010, in Pattaya.Pattaya. historhistoryy etc.

AsAs a traveller, what’s your tip for A gourmet gaffe that you would thethe others?others? likelike ttoo sharshare.e. Get into live-modelive-mode of enjoyment andand NothingNothing notanotableble celebrate.celebrate. What has been yyourour worst travel A colleacolleague/co-workergue/co-worker from yyourour moment? Why?Why? industryindustry with whom yyouou would like In travel, everything is experience…experience… toto go on a holiday. some you plan… some happens…. I take VenkatasubramanianVenkatasubramanian from Initiative. them as adventure.adventure.

HaveHave you ever beenbeen surprisedsurprised byby thethe WhatWhat is tthehe bbestest souvenir you ever tastetaste ofof ffood,ood, outsioutsidede India?India? Where?Where? boughtbought fforor anyone? Salads in Moscow.Moscow. Russian Dolls for mymy daughter. „ -2%6:,7&+ JOBSWITCH Post: SEM Associate Profile: Business development and advertising creative teams are given Company: Focus Circle Brands Ltd. marketing inspiring, single minded briefs. Profile: Responsible for internet Exp: Minimum 2 yrs Use research, both primary and (display, banners, email, SMS, Location: Mumbai secondary, to deliver true consumer paid search, affiliate marketing) Email: [email protected], insight. Act as a bridge between ad creation and placement. 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Excellent be adept at developing marketing Exp: 5 to 8 yrs communication skills (written and communication strategies, Location: Mumbai/ Kolkata and oral) Should have a knack for should be operationally strong Email: Pratyay.dasgupta@capgemini. experimenting and zeal to explore and capable of handling full cycle com new ways. assignments from briefs to releases...... Exp: 3-6 yrs Strategic and analytical skills, Post: Marketing Lead Location: Delhi pervasive knowledge of media are an Company: Capgemini Email: work@siddhantadvertising. absolute must. Profile: Develop and drive marketing com Exp: 3 - 4 yrs strategy for specific Service Line ...... Location: Mumbai of Capgemini in global markets. Post: iPhone App Developer Email: [email protected] Work with Global Service Line Company: Experience Commerce TO ADVERTISE, CONTACT: ...... leaders and stakeholders to ensure Profile: Good understanding of Abhilash Singh Post: Creative copywriter cum alignment with Business Plans. Mobile platforms in general (Delhi & Mumbai) visualizer Design and deliver on marketing and iPhone in particular. Ph: 09999989454 Company: Walnut Advertising Pvt. services portfolio for key segments Good understanding of Xcode Email: [email protected] Ltd. and initiatives in partnership with development platform and iPhone Priyanka Foman Profile: fulltime copywriter capable of onshore peers app development and deployment (Mumbai) taking on projects right from client Exp: 7 to 9 yrs process. Objective C, Object Ph: 09819984998 Email: [email protected] brief to concept upto execution Location: Mumbai Oriented Programming. Good stage. Email: Pratyay.dasgupta@capgemini. grasp of digital platforms. Hands [email protected] Location: Mumbai com on experience in developing and To view other jobs in Marketing, Email: [email protected] ...... managing apps in App store. Flair for Media and Advertising, log on to: ...... Post: Business Manager working in Digital Media industry. http://jobs.afaqs.com Post: Business Development Company: Rabbit Digital Exp: 1 - 1.5 yrs Join us on : facebook.com/jobswitch Manager Profile: Work on new business Location: Mumbai Company: Pansworld Television India pitches. Ensure the interactive Email: [email protected]

46 afaqs! Reporter, November 16-30, 2012