February 1-15, 2019 Volume 7, Issue 15 `100 AND THE WINNERS ARE... The 3rd edition of vdonxt awards saw a spurt in participation by ad agencies, marketers, online publishers and content creators. The Quint came up with a stirring performance. 12 Subs riber o not or resale

Presenting Partner Silver Partners Bronze Partners Community Partner eol

This fortnight... Volume 7, Issue 15 hen it comes to online video, the first thing we, as business media journalists, EDITOR Sreekant Khandekar W think of is digital advertisements in video format – and the investments PUBLISHER February 1-15, 2019 Volume 7, Issue 15 `100 brands make to create and push them towards their target audience. But what the Sreekant Khandekar person next door, or her driver for that matter, thinks of is digital videos that she EXECUTIVE EDITOR AND THE can watch – argh, okay fine… consume! – for leisure, knowledge or work. That’s Ashwini Gangal why the focus of the recently concluded third edition of vdonxt asia, our annual ASSOCIATE EDITOR WINNERS Sunit Roy convention on the business of online video, was on content. ARE... PRODUCTION EXECUTIVE The 3rd edition of vdonxt Andrias Kisku awards saw a spurt in participation by ad agencies, marketers, online By the end of the event, two themes shone through this year: Firstly, when it publishers and ADVERTISING ENQUIRIES content creators. The Quint came up comes to online video content, we’re facing the problem of plenty; there’s just so Shubham Garg with a stirring performance. Presents much to watch, yet not all of it is watchable. Secondly, there seems to be a skew 81301 66777 (M) AWARDS 2019 12 towards dark content (both literally and metaphorically) that some experts dub Apoorv Kulshrestha Subs riber o not or resale 9873824700 (M)

Presenting Partner Silver Partners Bronze Partners Community Partner ‘cringe content’. Which makes one ponder – does edgy necessarily mean difficult Noida to watch? This question was first raised in the context of cinema, when Leonardo Nikhil Jhunjhunwala 9833371393 (M) DiCaprio won an Academy Award for his performance in The Revenant two years Mumbai back – “Why are Oscar winning performances typically hard to watch?” went the [email protected] line of inquiry. And the same can be applied to the world of digital content creation MARKETING OFFICE – can’t edgy have creativity, production or scriptwriting related connotations? B 3, Ground Floor, Sector 4, Noida -201301 Uttar Pradesh

The most exciting slice of vdonxt asia was the awards. Our cover story this issue MUMBAI 302, Makani Center, 3rd Floor, takes a look at all those who emerged victorious in the sphere of online video creation, Off Linking Road, Bandra (W), at a glance. Overall, 37 metals were awarded to entries across 14 categories. Among Mumbai - 400050 the Gold winners this year were The Quint (4), Motion Content Group (1), iDiva SUBSCRIPTION ENQUIRIES (1), ADK-Fortune (1) and BBH (1); the overall Gold tally, across firms, stood at [email protected] eight this time. We also interviewed Ritu Kapur, founder and CEO of The Quint, Owned by Banyan Netfaqs Pvt Ltd and who won maximum Golds. Printed and published by Sreekant Khandekar, at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, -110 063.

Printed at Artz and Printz 208 DSIDC Sheds, Okhla Industrial Area, Phase 1, New Delhi - 110020

Ashwini Gangal [email protected] CONTENTS 26 8 TIMES OF INDIA Riding the Election Wave Reminding Indians who live abroad to vote.

19 22 ORIENT ELECTRIC 4 Dhoni Teases Fans The former ‘Captain Cool’ continues to entertain audiences with his antics and this time it’s for Orient FIRSTPOST BRANDS UBER EATS Electric’s latest marketing A New Weekly Fix Finding their Voice Another Point of View campaign to promote the A Saturday newspaper for Brands are riding on voice Uber takes the battle away brand’s newest offering. Delhi and Mumbai. assistants to reach consumers. from the beaten path.

afaqs! Reporter, February 1-15, 2 0 1 9 3 e

BRANDS Finding their Voices Following Alexa and KFC to the party come other brands riding on voice assistants to reach consumers. How are they faring? By Deepashree Banerjee

oday, if you’re hankering for some fried chicken, all you Thave to do to place a KFC order is, enable the skill from the Alexa app. You just have to utter “Alexa, start KFC”, “Alexa Launch KFC”, “Alexa tell KFC I am hungry” and you’re in for a “finger-lickin’” surprise. Through Alexa, users can now place a hands-free Cash-on-Delivery order with a nearby KFC restaurant. The KFC feature can be experienced across all Amazon Echo smart speakers as well as a range of Alexa- “Becoming a ready devices. seamless part of Thanks to this happy marriage of food and technology, KFC India the consumer’s life becomes the first QSR (Quick Serve Restaurant) brand in the country is another way of to associate with Alexa for online offering a better ordering. customer experience” THE GLOBAL SCENARIO RAHUL VENGALIL Here are a few global examples. Dominos’ Siri-style ‘voice ordering’ system, developed by speech to do the same. well,” he points out. that every brand could be accessible recognition firm Nuance, features Here’s a sneak peek of some of the Many brands can leverage this in a through a voice assistant. Suresh software that sits alongside the other Indian brands that are digitally big way. The key is how they are able doesn’t consider these to be existing brand’s virtual assistant ‘Dru Assist’. keeping ahead of the pack across to trace a consumer’s life and where gaps, but simply opportunities for Spirits brand, Patron Tequila, categories: they see the best fit. both brands and customers to take partnered with Amazon’s Alexa to Music - Music streaming service Unlike other mediums, voice advantage of. bring its ‘Cocktail Lab’ recipe library Gaana has integrated its catalogue gives users the freedom to multi- Before apps came along, we were to consumers via voice activation. through an Amazon Alexa Skill task. “Other than ordering stuff, be ordering pizza from landlines. “Indian British online supermarket allowing listeners to say “Alexa, play it FMCG, restaurants or e-retailers, brands have already begun thinking brand, Ocado, released its app party music on Gaana” to get the party this can change ‘home cooking’ as digital; but how they keep pace with for Amazon’s Alexa to enable started. a category. Any number of brands emerging technologies, remains to be customers to add groceries to their Kids - India’s favourite hero, or categories can own the space,” seen,” he says. shopping list by voice command. Chhota Bheem has launched an says Vengalil. So, is it the need of “For instance, can we order from Whirlpool announced a collaboration immersive game that lets kids help the hour for Indian brands to start Amazon through Alexa? If that’s with Amazon’s Alexa that will see the character explore the caves of thinking about how they can become possible, then everything from home appliances operated by speech. Dholakpur and safely bring his part of the daily digital lives beyond buckets of chicken to plastic buckets In 2016, PayPal announced an friend Kalia back to the village. To the tactile interface? can be ordered via our friendly voice update on its app on the iPhone start playing one simply needs to Vengalil rewinds to the debut assistant,” he quips. and iPad to support a new payment say, “Alexa, open Chhota Bheem of smart-speakers when sceptics Will the tech-mobile instruction- transactions service via Siri, allowing Adventures”. weren’t convinced. ‘Weren’t online based service brands take this forward users to send and request money in 30 Entertainment - PVR has music stations and YouTube playlists in India? Suresh has this to say. “The countries around the world by voice. introduced its “PVR cinemas” Skill enough?’ they asked. “But the volume reason apps revolutionised the food Burger King capitalised on enabling consumers to book tickets of growth in the category drowned industry was because, with over Home devices through a TV and even have a conversation with the out these voices of dissent, proving 350 million smartphone users in ad prompting the phrase ‘OK Google, lovable ‘Bauua’ from the movie Zero, that there’s always a market for the country, the concept could be what is the Big Whopper burger. available as a Skill on Alexa. something that is tech-loaded and implemented on a large scale. India’s Whisky giant Johnnie Walker Rahul Vengalil, founder at What has the potential to make our lives growth in the smart-speaker category announced a collaboration in Clicks, a digital media audit and ‘easier’,” he says. is at its infancy. When products and 2017 with Amazon Alexa to create strategy firm, is of the opinion According to independent brand services can be ordered through the new ‘Johnnie Walker Skill’. that becoming a seamless part consultant Suresh L, KFC’s innovation a voice assistant from every smart Uber also allows users to book of the consumer’s life is another comes as the next milestone in the device across the country via voice, cabs via voice command to Alexa way of offering a better customer evolution of customer service - not the role of fingers will be restricted to and Google Home. On that note, in experience “Imagine the possibility entirely unexpected, but a revolution, a good licking after a KFC meal.” n India, both Ola and Uber allow you that brands have in rural India as nonetheless. Tomorrow, it’s possible [email protected]

4 afaqs! Reporter, February 1-15, 2 0 1 9

pooe Analysing the old wafer cream ‘format’... Why is Britannia entering an old category that all major players have steered clear of? By Abid Hussain Barlaskar

N CHANDRAULI AGD KAR HARISH BIR IDUR AS Chief Executive Officer Chairman and Managing Director Brand Expert and Founder Trust Research Advisory Samsika Marketing Consultants Founder Harish Bijoor Consults Inc. NorthSide

CREAM WAFERS, AS A IT’S A GREAT IT IS A SORT OF THE CREAM WAFER PRODUCT, IS A GOOD OPPORTUNITY FOR RE-INVENTION OF THE FORMAT IS POPULAR INDEPENDENT SNACK, BRITANNIA AS THE CATEGORY. WHILE THE WITH YOUNG TEENS BUT NOT A GOOD CREAM WAFERS MARKET IS LARGELY AND A NATURAL ACCOMPANIMENT SEGMENT HAS NOT UNORGANISED, THERE EXTENSION FOR THE to tea or coffee. This is one been properly explored by national are a lot of players in the Britannia Treat range. In spite of reason that has held it back brands. Its market is growing since area. Britannia has to create a it being an old format with many from being part of the Indian there is a young population and differentiation for its products players, the popularity for this household. Britannia has to be there is exposure to travel. - cream of superior quality or snack remains because of the clear that the buyer of its large Since no major brand has maybe low in sugar content. light, crispy codes that the wafer biscuit base is not the buyer of been able to present the format This is going to be a major imparts to the product. the wafers. on a national level, in terms of defining point. The launch films leverage the It is important to understand communication and distribution, In India, the category is layered cream product equity well, the target consumer and the Britannia could make a major not seen as a very profitable play on school fun and will create keenness to buy. Cream wafers in-road and also be able to grow part of the market or really awareness. As the launch moves have been a semi-organised the category. large, in terms of volume. It along, to succeed, Britannia’s business for a while. There is The brand bringing alive an old is also inundated by imports. distribution strength will need to only one major name - Pickwick format and targeting it at teenagers Some of the best quality play an important role in stealing - and a few local brands. Also, also makes sense as a lot of older cream wafer offerings in share. It will also need to create a it is not an advertised category things are coming back as trends. the market are imported. product pipeline that plays ‘snack’ and consumers pick it up from Take Saregama’s Carvaan, for And an imported product is more aggressively and gives their experience. example. considered superior. product an edge over a lot of While I don’t see much Now that it is going to be Again, the product is also players that are in the market. competition, one of the exposed to the new generation easily replicable and can be primary challenges would be by a very credible major brand, I duplicated by a very small market creation. There isn’t a think there is a high probability of player like a cottage industry. huge market for the product success. There was a gap, a sweet However, it is less likely to and that’s why all the major spot in the Britannia portfolio that impact Britannia which, as a players have stayed away. is now filled. It is that one gap that brand, operates in the mid- This has its own challenges as many other brands have to fill. premium space and not the there is no proven strategy in With existing brands like Good Day, mass market. If it can take place. Typically, the marketer Bourbon and Jim Jam; coming up over that space, I think the would follow and utilise with cream wafers makes perfect brand will be quite happy. internal learning from the wide sense. experience of selling biscuits.

6 afaqs! Reporter, February 1-15, 2 0 1 9 CONGRATULATIONS #9IDA WINNERS! SPECIAL AWARDS

Digital Woman of the Year Digital Person of the Year Social Media Digital Digital Agency of the Year Person of the Year Start-up Gold of the Year Winner Winner Interactive Aruna Karan Avenues Sundararajan, Johar Silver Department of Winner Winner Indain Film Winner GroupM Telecommuni- Falguni Byju Director, Udaan Media India cation, Ministry Nayar, Raveendran Producer of Communi- Bronze Nykaa.com BYJU’s and Televi- cation sion Host Columbus India (SVG Media)

Best App/Game Best Brand Awareness Best Data Driven Best Digital Best Display Best Email Best Execution of Best Lead Generation used for Marketing Campaign using Marketing Strategy Integrated Campaign Marketing Performance Campaign Campaign through Mobile Campaign Gold Mobile Gold Gold Campaign Gold Gold Gold MTV India by Gold Hindustan Unilever Havells India Gold Honda Cars India by Future Retail by Social Madison Media Castrol India Reckitt Benckiser Limited by GroupM Silver The Raymond Group Interactive Avenues Kinnect Silver India by Havas Media India by Interactive by Dentsu Aegis Tata Motors by Silver Silver Worldwide India Avenues Media India Pepsico India by Silver Havas Media Group Bloomberg Quint by Bajaj Allianz General Silver GroupM Media Silver Pepsico India by India Silver Dentsu Aegis Media Insurance by Logicserve India AMFI by Reliance Jio GroupM Media Bronze JetPrivilege India Digital Bronze Infocomm India Mirum India IVL Finance by Bronze Bronze Bronze Bronze Pepsico India by Bronze Bronze Madison Media Max Bupa Health Mahindra & Mahindra Canara HSBC OBC Life GroupM Media Kaya by Reckitt Benckiser HP India by PHD Bronze Insurance by SVG by Interactive Avenues Insurance by Columbus India India by Havas India Schbang Media (Columbus India (SVG Media) Piramal Healthcare Worldwide India India) DIGITAL by Logicserve Digital ADVERTISING Best Messaging Best Mobile Best Omni-Channel Best Search Marketing Best use of AR/ Best use of Native Best Viral Marketing Campaign Campaign Search Campaign Management Campaign VR in a Marketing Advertising Gold AWARDS Campaign & Marketing Gold Gold Campaign Gold Kingfisher Ultra Shorts - United Gold Automation SonyLiv Curefit by Hiveminds Gold B9 Beverages by Breweries by Twilight Entertainment Yum Brands - Gold Silver Silver MTV India by Saavn Media Silver Pizza Hut by Coca-Cola India by Madison Media Silver Project Nanhi Kali by WATConsult Nestle India by TLG SingleInterface Interactive Avenues Johnson & Johnson India (Performics by Interactive Silver Reliance Jio Bronze Silver Silver India) Avenues DishTV India by Infocomm Hyundai Motor India by Innocean JetPrivilege Cisco Systems India Bronze Bronze Affle India Bronze Worldwide India Bronze Bronze HDFC Life by TLG Chandigarh University Bronze CEAT Tyres by Bronze IVL Finance by Kotak Securities by India (Performics by SVG Media Amazon India by Isobar Samsonite by Interactive Avenues India) Madison Media Netcore Solutions (Columbus India) Blink Digital India

Best Banking Best Digital Best Insurance Best Lending Best Mobile Best Payment Best Prepaid Most Innovative Most Innovative Most Innovative Tech Payment Tech of the Year Tech Payment Technology/ Card Solution Fintech Data Money Transfer Wealth, PAYMENT of the Year Product or Solution Product/Service Asset and Investment of the Year Processor Winner Winner Solution AND FINTECH Winner Service provider Provider Winner Management Winner Winner Policybazaar.com Zaggle Winner Winner Service/Product Sarvatra Mahindra Lendingkart Prepaid Winner IndusInd Bank AWARDS Winner Technologies Comviva Technologies PhonePe ToneTag Ocean Signzy Technologies Services Technologies Valuefy

Best Consumer Best Alexa Emerging Alexa Emerging Best Digital Best Tech for Best Tech for Best Tech for Best Tech for Mobile Service Enterprise Voice Tech Brand Voice Tech API Advertising E-Commerce Education Health Winner Product or Partner Developer Winner Winner Winner Winner Winner Service Bloomberg Quint by Winner Winner Kotak Maruti Suzuki HungerBox UpGrad Yes Bank Dentsu Aegis Media India Winner DishTV India Aviral Aggarwal Mahindra by Grapes MOBILE & APP Winner Lakeba TECHNOLOGY Bank Digital Best Tech for AWARDS Reliance Jio Infocomm Most Innovative AWARDS Best Tech for Best use of Best use of IoT Best use of Most Digitally Enabled Media Bots Machine Learning Organization Best Innovative Start-Up App Retail Winner Winner Winner Winner Mobile App Winner Winner Winner BuildTrack - Quintype Winner LIKE App by Lakeba Reliance Jio Surmount Staqu Technologies Aditya Birla Health Technologies Alphabet Consulting Infocomm Energy Solutions Insurance BYJU’s India

Best Use of Real-Time Best User-Generated In-house Content Most Consistent B2B Content Campaign B2C Content Best Use of Mobile for Streaming Content used for a Campaign of Excellence in Digital of the Year Campaign Content Marketing Campaign Campaign the Year Publishing of the Year Gold Gold Gold Gold Gold Maruti Suzuki by Gold Gold StoryMirror & YES BANK Hindustan Unilever Limited Kingfisher Ultra Heinz India by by GroupM Media India Grapes Digital Hyundai Motor India by Shorts - United Mahindra & Mahindra DIGITAL Silver Innocean Worldwide India FoxyMoron Silver Gold Breweries by Twilight Silver Bertelsmann India Entertainment CONTENT Silver Coca-Cola India by Silver Mahindra Tractor by Investments by Boring GSK Consumer Healthcare Gold Amazon Prime by Mindshare India Interactive Avenues Bajaj Allianz Life Interactive Avenues AWARDS Brands HDFC Bank Video by PivotRoots Bronze Insurance Bronze Bronze Bronze Bronze & SoCheers Infotech Future Retail Silver Mahindra & Mahindra Bajaj Finserv by #ARM Samsonite by Interactive Jagran New Silver by Mediacom Aditya Birla Health Media - MMI Online Truck and Bus Worldwide Avenues Yash Raj Films Communications Insurance Division

Best Blog Best Social In uencer Best use of Best use of Best use of LinkedIn Best use of Best use of YouTube Gold Campaign Gold Gold Gold Gold Gold ED Times Gold Max Life Insurance by SVG HDFC Life by Dentsu Reckitt Benckiser India TV Today Network Gold Kansai Nerolac Paints Media (Columbus India ) Bigbasket by Webchutney by Havas Worldwide Gold Hiveminds India SOCIAL Max Bupa Health by Hungama Digital Silver Silver Suicide Prevention Services Silver Silver MEDIA Insurance by SVG Future Retail by Mediacom Canara HSBC OBC India Foundation by Media (Columbus Silver Communications Xiaomi Mi A2 by Life Insurance Junglee Pictures by WATConsult India) Ripple Links by SVG Media The Small Big Idea AWARDS Project Nanhi Kali by Bronze Bronze Bronze WATConsult Bronze (Columbus India) Bronze Brand Factory by Uber Technologies Bronze Aditya Birla Sun Life Bronze IdeateLabs Samsonite by Inc. by TLG India Mutual Fund Motorola India by by PivotRoots & BankBazaar.com Interactive Avenues (Performics India) 21N78E Creative Labs SoCheers Infotech

Best use of Internet for Social and Best use of Mobile for Social and Best use of Technology to DIGITAL SOCIAL AND ECONOMIC Economic Development Economic Development Drive/Execute CSR Initiative EMPOWERMENT AWARDS Winner The Better India Winner RAMINFO Winner Tata Consultancy Services

TITLE PARTNER

DIGITAL ADVERTISING DIGITAL CONTENT TECHNOLOGY AWARDS PARTNER AWARDS PARTNER CATEGORY PARTNER

For more Queries Contact - +91 8860302087, [email protected] | +91 9820408033 [email protected] | Find us at : www.iamai.in e Riding the ‘Election’ Wave Sanjeev Bhargava speaks about the multi-platform ‘Lost Votes’ campaign. By Abid Hussain Barlaskar lot of brands tend to ‘speak up’ around election season. AAnd English daily - The Times Of India - has also been doing the same for quite some time now. Ad campaigns launched around this time push citizens to step out, take some time off their usual routine and cast their vote. What’s intriguing about TOI’s latest election-related ad campaign is the fact that it speaks about Indian citizens who live in India, but are unable to cast their votes since they are away from home. In the campaign ‘Lost Votes’, “With the general TOI highlights the fact that of the estimated 814.5 million eligible voters involvement. Outdoor is selectively elections around in the country, 281 million did not being used to boost awareness in the corner, this was cast their vote in the 2014 general specific locations and digital media is elections. used to create interactivity, discussions the most pertinent “The BJP, which got the largest and the gateway for eliciting support number of votes, had just under 172 from the public at large. constructive issue we million (votes). So the single largest Sambit Mohanty, NCD, JWT, could raise to public party in the elections was really the explains that the brand’s brief revolved Non-Voters Party. What could be around the question - What is the consciousness and we a bigger tragedy in a democracy?” point of telling people to go vote if we hope to drive it to a reads the campaign page on the TOI can’t enable them to do so? “It’s this website. challenge that the brand team shared positive conclusion.” Voting, for Indians residing in the with us that led to the ‘Lost Votes’ SANJEEV BHARGAVA country (apart from a few exclusions campaign,” Mohanty says. like government officials), requires “Our biggest challenge was to get each person to be physically present at are the only medium that delivers the articulation right - being copy brands face a lot of criticism, a lot the polling booth to cast a vote. While news which is carefully curated and driven, the campaign had to be a of flak. So, it becomes even more almost all of the previous campaigns validated. Credibility is our biggest perfect balance of logic and emotion. important for them to lend themselves from TOI and other brands (TATA asset,” Bhargava says. The copy also needed to be simple to such social-led campaigns,” adds Tea’s Jaago Re campaign is an example) A TOI webpage dedicated to the enough to warrant translation into Mittal signing off. urged the lazy and negligent voter to “Lost Votes” campaign doubles up languages without losing its meaning Romit Nair, creative head, FCB step out and vote; this one actually as a signature-campaign space where or essence,” he adds. Ulka - Bangalore points out his puts the onus on the government visitors can digitally register their The creative team took time getting personal experience with the issue to implement a process so that the support for the campaign. the look for the campaign in place. TOI has raised in the campaign. “I migrant population (those who have “An issue of such high public interest “The pen and ink etching style is have a voter ID of a particular city and left home for work, marriage, etc.) can needs to be registered officially. Heavy something we zeroed in on after a I haven’t lived there since 2008 which cast their votes too. support to the campaign by the public lot of trials. The film too, will be out means, unfortunately, I haven’t voted soon,” states Mohanty. in 10 years. It did make me wonder as Crafted by JWT, the campaign is currently being to why this hasn’t happened yet. As an EXPERTS SPEAK initiative, it definitely works. I think run on both traditional and digital mediums. Vishal Mittal, group creative it’s a really powerful idea and only Census 2011 data suggests that at large will be a validation of the need director, Dentsu One, considers the a brand like TOI could pick up an a significant part of the migrant for reform in our electoral system. campaign a much-needed initiative issue of such a magnanimous scale,” population (454 million) in India With the general elections around the and involvement of a newspaper like he says. constitutes women who migrate corner, this was the most pertinent TOI creates a nationwide impact. “Only a percentage of people vote post marriage. This is followed by constructive issue we could raise to Mittal says, “These kinds of every year. This is something that we employment, education and business. public consciousness and we hope campaigns definitely create a always read in the news. What’s really Speaking about the campaign, to drive it to a positive conclusion,” favourable image for the brand. The beautiful is that a brand has suddenly Sanjeev Bhargava, director - Brand Bhargava adds. brand comes across as a responsible taken a piece of the bad news that they TOI, TIMS and Mirror brands Crafted by JWT, TOI’s agency on one... one which doesn’t hesitate to print every year and found a way to points out that consumers are driven record, the campaign is currently represent something; to stand up for solve a larger problem,” he adds. towards brands that make a real being run on both traditional and something which will help the nation. “People take notice of something difference to their world beyond just digital mediums. Print has been used “And in today’s age, it’s extremely good that someone is trying to do. I the functionality. to create the impact and awareness important for brands to come across think brands have learnt that going “This is even more true for of the detailed issue while other as responsible. People want to be the ‘social cause’ route could be a way newspapers. Newspapers carry a large media like TV and radio are being associated with brands which have of building themselves,” states Nair. n responsibility on their shoulders. They used to augment reach and create a point of view. Moreover, media [email protected]

8 afaqs! Reporter, February 1-15, 2 0 1 9

3rd Edition

Presents asia

3rd Edition

Presenting Partner Silver Partners Bronze Partners Community Partner

AND THE WINNERS ARE... The 3rd edition of vdonxt awards, which took place at a glittering ceremony last month in Mumbai, saw a spurt in participation by ad agencies, marketers, online publishers and content creators. The Quint came up with a stirring performance. By Anirban Roy Choudhury

12 afaqs! Reporter, February 1-15, 2 0 1 9 Trophy time: the victors line up

erial entrepreneur Raghav that is consuming our videos not Bahl and Ritu Kapur’s digital just on our site but across Youtube, T S B publication The Quint fared Instagram and Facebook. Internet exceptionally well at vdonxt audiences come across our video Awards 2019. The team content on social media platforms and vdonxt awards recognise the best work in digital video. This year, Sreceived one award after the other bagging our website for more than 850 million there were 14 categories which included Brand Video, Brand 10 metals in all. The Quint won four Gold times. Our videos are watched over Integration, Social Awareness, Music Video, Virtual/Augmented and six Bronze awards - two of the Golds 100 million times each month, across Reality, Drama, Gadgets & Auto, Documentary, Most Innovative Use coming in the ‘Documentary’ category for platforms. its Mewat Meo Muslims Turn the Scars of Social Media, Comedy, Animation, News & Features, Do-It-Yourself, of Lynching into Haunting Songs and How challenging is it to create and Lifestyle. Generation 1984: Living with the Horrors video content in an era when A total of 37 metals (8 Gold, 12 Silver and 17 Bronze) were awarded. of the Anti-Sikh Riots. The other two golds people are always skipping or The Awards night was attended by the who’s who of the media, came in the ‘News and Features’ category scrolling? entertainment and marketing ecosystem. Popular stand-up comedian for its Mumbai’s Women Drummers: We have taken this challenge head-on This Festive Season, Watch Women and are enjoying crafting videos in Anirban Dasgupta entertained the audience with his humorous jokes. Beat Stereotypes and The Badass Women these times of “attention economy”. This year, vdonxt awards grew in terms of both the number of entries Photojournalists of Kashmir. Excerpts from But contrary to belief, we are finding and participating companies. The number of categories was also a chat with the CEO and co-founder of that our audiences are engaging a increased from eight (last year) to 14 this time. The Quint, Ritu Kapur: lot with our long-form videos, both in terms of views, time spent and Apart from the four golds that went to The Quint, the ‘Comedy’ How important is video for a engagement in terms of comments. category featured one Gold awarded to iDiva’s Types of South Delhi publication like The Quint? On Youtube, our average video- Girls Part 3. In the ‘Brand Integration’ category, Motion Content The Quint’s content is essentially viewing time is three minutes and on Group’s Rushes bagged the Gold. In the ‘Brand Video’ category the video-first. Videos are our primary Facebook it one-and-a-half minutes. Paisa Vasool Insurance Campaign for Acko General Insurance fetched offering - and these videos are crafted Interestingly, we are seeing a huge for mobile consumption - whether it improvement in long-form videos advertising agency BBH India a Gold. The last Gold metal of the is quick news videos or video ground consumption when the content is night went to creative agency ADK-Fortune for its entry in the ‘Social reports, our satire or our deep dive sticky enough. This has helped us Awareness’ category #ShutThePhoneUp. documentaries. pick up average watch time to quite The Quint has a young audience an extent.

afaqs! Reporter, February 1-15, 2 0 1 9 13 W W W

How big a challenge is it to CATEGORY ENTRY NAME WINNER METAL monetise video and - given the Animation If I Could Turn Back Time The Quint Bronze Brand Integration FilterCopy & Epigamia Campaign FilterCopy Silver production costs involved - is it Brand Integration FilterCopy: If Salary Were A Person FilterCopy Silver a profitable proposition at all? Brand Integration Rushes Motion Content Group Gold While we do invest a lot in high Brand Video No More Limits A Little Anarky Films Silver production quality videos, we also Brand Video Taxi Driver: Radio City Jamurah Films Silver have the advantage of having a team Brand Video Paisa Vasool Insurance Campaign for Acko General Insurance BBH India Gold that comprises many multimedia Comedy mein #FunAayega SoCheers & PivotRoots Bronze commandos - reporters who shoot Comedy If Bunty From Sacred Games Had A Desk Job MensXP Silver and edit on their own using mobile Comedy Types of South Delhi Girls Part 3 iDiva Gold phone kits. We also use several quick Documentary ‘Don’t Be a Drag, Just Be a Queen’: The Indian Drag Scene Is Here The Quint Bronze mobile editing apps. And we find that Documentary Born a Boy, Now a Woman: Stories of Sex Reassignment Surgery The Quint Bronze the audience consumes a video for Documentary Mukkabbaz Movie Eros Now Bronze the content, narrative and news value Documentary Soccer at Sixty: A football story from Kerala Stark Communications Bronze more than for glossy shooting and Documentary Two Years Later, Chhoti Nirbhaya Is Fearless But Still Haunted The Quint Bronze editing. Documentary Mewat’s Meo Muslims Turn the Scars of Lynching into Haunting Songs The Quint Gold We have, therefore, been able Documentary Generation 1984: Living With the Horrors of the Anti-Sikh Riots The Quint Gold Do-It-Yourself Pratibha: Everyone an artist. In simple steps. ABP Bronze to control the production costs Drama Half Day - The Viral Office Rant United Breweries Bronze considerably. With the launch of Drama Matched! An India Independence Day Special with Teeli Arre Silver AdBreaks on Facebook and enhanced Gadgets and Auto Small Family, Big City, And Winding Lanes- Renault Kreativ Street Bronze display opportunities on YouTube, Lifestyle My Sleep Diary: How I Trained Myself to Go to Bed on Time The Quint Bronze programmatic monetisation is Lifestyle VOGUE EYEWEAR – SHOW YOUR VOGUE Brandmovers Bronze thankfully picking up now. Brands Lifestyle Jockey India Brand Campaign Gypsy Moth Silver too are now realising the true power Most Innovative The Taste That Grabs You Foxymoron Bronze and potential of video as a medium of Use of Social Media storytelling. Most Innovative Every Family WhatsApp Group Part 1 MensXP Silver Marketers are investing a Use of Social Media significant portion of their ad budgets Music Video VOGUE EYEWEAR – SHOW YOUR VOGUE Brandmovers Bronze in creating branded video content Music Video Global desi | Minnale Brandmovers Bronze for the internet and our advertising Music Video VOGUE EYEWEAR – MY VOGUE, WHAT’S YOURS? Brandmovers Silver partners have found the video impact News and Features Shooting Stars: Bollywood’s paparazzi culture The Quint Bronze to be highly rewarding. News and Features Mumbai’s Women Drummers: The Quint Gold Video monetisation has seen a This Festive Season, Watch Women Beat Stereotypes News and Features The Badass Women Photojournalists of Kashmir The Quint Gold start, as also increasing interest in Social Awareness Amoli - Priceless Culture Machine Silver advertorial videos. Videos on social Social Awareness Helmet Saves Exide Life Silver media platforms continue to get Social Awareness #ShutThePhoneUp ADK-Fortune Gold monetised months after they have Virtual/Augmented Reality VR Promo - BiggBoss Tamil: Walk with Kamal Imerse Studios Bronze been published. n Virtual/Augmented Reality TESSERACT HOLOBOARD - Product Demo Film on Augmented Reality Shutter Bug Films Silver [email protected] 3rd Edition

Event partners include

Adobe (Presenting Partner), YouTube, ALTBalaji,

Presents Vidooly & TVF (Silver Partners), Discovery, asia Comscore, Times Internet & 24 Frames Digital (Bronze Partners) and Content Asia (Community Partner). 3rd Edition

Presenting Partner Silver Partners Bronze Partners Community Partner

14 afaqs! Reporter, February 1-15, 2 0 1 9 From Ground Zero A visual snapshot of vdonxt asia, India’s largest convention for those who live by the promise of digital video.

Satya Raghavan, YouTube, with his presentation on The YouTube Millions.

Opening address by Sreekant Khandekar, curator of vdonxt asia.

Kedar Gavane, comScore, discussing the kind of Is OTT beginning to resemble the TV Nishant Radia, Vidooly, in a panel discussion content that is working in Indian languages business? Nachiket Pantvaidya, ALTBalaji, on Content Creation and Discovery: the Odd put forth his views Challenge of Abundance.

Ram Seshadri, Adobe India, in a panel discus- Vikram Tanna, Discovery, in a panel discussion Raj Nayak, Viacom18, talks about whether OTT sion on Online, Offline or Both? on Monetisation: the story so far. is beginning to resemble the TV business

afaqs! Reporter, February 1-15, 2 0 1 9 15

Karan Bedi, MX player, in a Q&A session on The Amol Parashar, actor, in a panel discussion on Sabrina Duguet, all3media, in a panel discussion MX Gambit. TVF Tripling. on Old Neighbours, New Alliances.

Motion Content Group collecting their Gold in the Brand Integration category. BBH-India collecting their Gold in the Brand Video category.

Interview: Sameer Saxena, chief content officer, TVF How has 2018 been for you? Awards that celebrate excellence in and the rest of the team? 2018 was a great year for us! In terms International television which was a It’s very simple – our passion is of subscribers, I am happy to share great experience. There is a lot that now our job and that is the biggest that all our channels like The Screen has happened this year for TVF and driving factor and motivation! Patti, Timeliners and Girliyapa have there is a lot that we have prepared done exceptionally well. Even from for 2019. It was indeed, a fantastic What plans for 2019? a brand’s perspective, there was a lot year! There is a lot that we are going to of good branded content that was do in Originals space; we will be released – so all in all a good year. TVF Tripling is set for Season making about 10-15 original shows. When it comes to Originals, I 2, what new and more can That’s not all, this will also be think it was a fantastic year; one of the audience expect from the the year we announce TVF’s first our prime titles ‘Yeh Meri Family’ show? feature film. There are also some went on to become a huge hit! It While there is a lot that I want to big collaborations planned across was released a week after Sacred say about that show, we do not different platforms; and also our Games and despite having a fraction want to spoil the fun by revealing entry in the regional market. All in of their marketing budget, with Yeh anything too soon! In short, while all, we have a great year ahead! Meri Family we were able to reach season 1 was all about fun, season the audience we intended to. It got 2 is all about the bonding between What can the audience expect a lot of love from the audience and the three siblings. This time, they from TVF as a content platform? critics alike, not just from India Saxena: "there is a lot that we are find themselves in a situation that There are a lot of things we have but the world over. I am happy going to do in Originals" demands them to stay close to each planned for TVF Play and that’s to say that it went on to the Top shows have their own bank of line, other. There is a lot of fun in this one distribution channel that we are 250 TV Shows List of IMDb. Our and we are working on the next season, but what we’ll also see is going to exploit further in 2019. We other Shows like Girls Hostel and season for these shows. how emotionally well connected have planned collaborations with College Romance were also very This was also the year, where these three siblings really are. other OTT platforms as well, and well received and also got a lot of I was part of the eminent jury we will be announcing new shows love from the audience. Now these of the 46th International Emmy What drives Sameer Saxena and projects very soon.

18 afaqs! Reporter, February 1-15, 2 0 1 9 e FIRSTPOST A New Weekly Fix The weekly newspaper will be circulated every Saturday in Delhi and Mumbai. By News Bureau

irstpost - Network18’s digital an attempt to ambush or overcome news platform - launched the daily newspapers. There is a Fits print edition on January big gap in the market which brand 26, 2019. A weekly, the newspaper Firstpost can bridge. There is a will be circulated on Saturdays and market for high-quality newspapers positioned as a weekend read. With aiming at discerning audiences. The the tagline, ‘The Last Word in the combination of online and newspaper News’, the newspaper will have a will make it appear more robust and long-format narrative with a focus re-stage Firstpost overall. The intent on national politics, culture and art. is to turn the Firstpost brand into a The editorial board is headed by multi-media brand.” BV Rao - editor, Firstpost while The brand has released a series of Praveen Swami is group consulting print ads along with a few ad films. editor, Network18. The paper Firstpost app. broadsheet and shall cater to readers “The basic strategy is to reach has been designed by Jacek Utko, The launch of Firstpost as in Mumbai and New Delhi. The influential decision-makers and top- a designer and consultant in print a weekend newspaper is a part of newspaper will be available for end consumers. Actually, business and web and will be printed at the that plan, explains Rao. “Content is subscription in certain pin-codes of dailies collapse over the weekend; Hindustan Times Press. platform agnostic. Readers are never these cities. Subscriptions will be magazines are great for image Firstpost was initially launched confused about platforms. We cater booked through two routes: point of building, but not for call to action. in 2010 as Firstpost.com, a news to the digital reader who likes the contact through vendors and online Firstpost will be a go-to brand for website. The brand further aims at comment and analysis served hot and through Firstpost.com. advertisers who want to target a niche engaging with readers via various bold. We will continue to do that,” Speaking to afaqs!, Rahul Kansal audience of intelligent, influential soon-to-be-launched media products Rao adds. - business head, print and brand people,” says Kansal. n such as Club Firstpost and the Firstpost will be a 20-page advisor, Network18, says, “This is not [email protected]

afaqs! Reporter, February 1-15, 2 0 1 9 19 l

TIMES INTERNET Incentivising Browsing The web publisher is giving readers redeemable e-comm points for engaging with the content on its bouquet of sites. By Deepashree Banerjee

here are certain fundamentals that almost all brands employ Tto get their campaigns noticed. These would include coining a hashtag specific to the campaign to improve searchability, creating a conversation around the brand, roping in popular influencers, and even injecting a little snippet of humour into social media posts. From brands in the FMCG segment to those in the BFSI space, this is pretty much a route frequently travelled. Thus, when Times Internet (TIL) were already TimesPoints loyalists OVER TO THE EXPERTS jumps on board the bandwagon, it’s and onboarding actor Aparshakti Sharing his thoughts on this kind not really a surprise. The TIL rewards “Active sharing and Khurana. Aside from Khurana, each of brand activation, Sharique Khan, programme, TimesPoints, recently communication of the influencer content developers vice president - brand solutions, kicked off its digital campaign - also took users through their Culture Machine says that this comes ‘#IDidntKnow’ - for users of Times with media have TimesPoints accrual and redemption across as a good digital rendition of Internet. also helped promote journey, showing them how they the age-old contest formats followed Users can earn points reading had benefited using the points on a on television. news articles, watching videos, the campaign regular basis. This enabled the celeb The questions that run through commenting, sharing, and significantly.” and influencers to create internal the content play-out create a hook participating in other activities. and external brand advocacy through for the audience resulting in an These points are akin to real money NIDHI AGARWAL sharing the TimesPoints experience increase in time spent by viewers. collected in a digital wallet and are of Times Internet CXOs as well as “This entire activity surely adds redeemable on multiple TimesPoints key office holders at partner brands. more to meet the overall thought partner websites. TimesPoints has an brand has seen active engagement “Active sharing and process which maybe revolving on-going partnership with a host of from users with a 1.5x increase in communication with media have around proliferation in brand brands across lifestyle, food, fashion, redeeming users and 10 per cent also helped promote the campaign engagement and an increase in and travel among others. These increase in overall engagement. significantly,” Agarwal says, viewership, even by new users,” include , Amazon, Myntra, adding, “Leveraging the network of Khan views. Dineout, ixigo, Big Basket, Big Bazaar DECODING THE CAMPAIGN companies across TIL, we accelerated He feels that the campaign and Bookmyshow. The TimesPoints’ digital the reward points up to 10x for definitely helps Times Digital To better understand the new campaign was designed to create more users. And with in-depth integration Network with an increase in its brand dimension to the TIL set up, we conversations with loyal users of with Colombia Ad Network (a smart reach. However, in his opinion, with got in touch with Nidhi Agarwal, Times Internet Network properties targeting tool), we leveraged interest- better multi-influencer reach and TimesPoints’ business head, for such as Times of India, NewsPoint, based targeting.” promotional strategy, the campaign answers. and Navbharat Times. Primarily, Colombia is used for would have generated a lot more new Agarwal considers the recent The campaign also included advertisers to reach out to the best eyeballs for the platform. digital campaign - #IDidntKnow the ‘TimesPoints Winter Bonanza’ suited TG. For TimesPoints, it According to Raghu Bhat, - an outcome of periodic surveys wherein all loyalists of the service that turned out to be an accelerator for its co-founder and copywriter, the brand conducts to understand made a minimum of two redemptions Winter Bonanza. “It helped us reach Scarecrow M&C Saatchi, the their loyalists better. According to between December 24 and January out to users to redeem offers based campaign does showcase the constant her, “This was driven not just to get 14 were eligible to win prizes worth on their interests,” Agarwal explains. evolution in loyalty programmes. Times Network users to understand `2,00,000 including free flights from Now, instead of making consumers the value of TimesPoints but also to ixigo, Google Home, Shopping EXPECTED TG spend money in exchange for points, grant frequent users some exclusive vouchers, and bonus points. While the campaign was primarily brands are rewarding consumers for benefits like free air tickets to thank The campaign saw a 360-degree aimed at driving conversations and their time and actions. them for their journey with us.” holistic marketing and publicity offering exclusive value deals to the “It’s less transactional, creates This is somewhat of a unique approach including influencer existing loyalists of Times Internet, the more engagement and also increases undertaking especially from a brand engagement that comprised of idea was to also connect with potential reach as consumers are likely to share in the digital content publishing space. identifying and looping in popular users with the lure of effortlessly their actions,” he says. n Agarwal also informs us that the bloggers and YouTubers who accruing points and redeem them. [email protected]

20 afaqs! Reporter, February 1-15, 2 0 1 9 epl AAJ TAK A Rare Distinction Becomes world’s first news channel to be awarded YouTube’s ‘Diamond Play Button’. By News Bureau he prestigious ‘Diamond news channel in the world to have Play Button’ bestowed by earned this award. The diamond TYouTube, recognised Aaj button is not an overnight success, Tak as the global No.1, the first this is something AajTak has worked and the only news channel in the very hard towards. We first got the world to have crossed the 10 million silver button, then the gold button subscriber mark. and then finally we got the diamond The award was presented by button at 10 million subscribers. The YouTube to the India Today Group journey doesn’t stop here, we are recently. This milestone achievement ambitious and we are moving ahead, by an Indian channel, puts India right trying and working towards the on top of the global news media map. YouTube Ruby Button that comes in Award as a token of our appreciation the entire population of New York The ‘Diamond Play Button’ is the at 50 million subscribers. And I am and respect for what you have City!” top honour awarded by YouTube, sure with the support of our viewers, accomplished.” In the letter Wojcicki Citing that the Aaj Tak YouTube next only to the Ruby Button at the we will get there too, and we will get expressed her amazement at the channel is no longer just a channel 50 million mark there ‘Sabse Tez’.” magnitude of this achievement. She but a movement, she adds, “You have Kalli Purie, vice-chairperson, Susan Wojcicki, CEO, YouTube writes “The 10 Million Mark? At clearly touched a nerve in the world India Today Group on accepting the in her letter lauding the Aaj this point we are actually scratching and you have found a legion of fans recognition for the milestone says, “I Tak YouTube channel for this our heads. How on earth did you do who expect – and receive - great am so proud that AajTak has won the accomplishment says, “We hope you that? 10 million subscribers is not things from you.” n YouTube Diamond Button, the only will accept this Diamond Creator just a lot of people. It is more than [email protected]

afaqs! Reporter, February 1-15, 2 0 1 9 21 e

UBER EATS Another Point of View Uber takes the battle away from the beaten path. By Deepashree Banerjee

oday, when brands in the same category/segment are Toften picking on each other or banging their heads against the wall to spot a potent ‘cause-driven narrative’ for a campaign, online food ordering/delivery app, Uber Eats takes a lesser travelled route. Its newest campaign doesn’t even make an attempt to outdo its existing market rivals (Swiggy and Zomato). Conceptualised by Uber Eats’ in-house creative team and directed by Shakun Batra of Kapoor & Sons fame, the campaign aims to create brand awareness and establish a “Why Uber Eats? strong connect with the youth. Alia brands that will collectively grow it, Bhatt was chosen to help deliver it is better to have one or a series of Classic ‘category the communication. The brand tries lynchpin differentiators,” she adds. motivator’ rather to position itself as a service that’s She also points out that the online beyond just delivering food from conversations seem to have become than ‘brand restaurants, reinforcing its role in a about the vegetable, which doesn’t discriminator’ consumer’s everyday life. really matter. “Triggers work like this The campaign, spread across three - everyone will replace ‘tinda’ (from MYTHILI films, illustrates a somewhat typical one ad) with whatever food they CHANDRASEKAR mealtime moment in each. One dislike; it is just a representation of of the ads features Alia’s character ‘boring’ and apparently, quite sticky visiting a laid-up friend (played by at that,” Chandrasekar explains. Dhruv Sehgal from “Little Things” Much has been discussed been something they focused on. a popular web series) for whom she about micro-moments in the “I have one disconnect - the left a party. When she’s hungry and ad space and how brands should repositioning strategy of getting ghar heads to the kitchen, all she sees is craft communication around them. ka khana, for the hyperactive user a container of tinda (Indian round Brands in this category try to use community of the TG, is a luxury. I gourd). She threatens to leave if that piece of information in all would not want to drive them away that’s all her friend has for food. possible ways. About the strategic from ‘ghar ka khana’. Who doesn’t But, taking pity on him, she instead, it’s trying to make the fight more plank, Anadi Sah, lead innovation- want that after a hard day at work or orders from Uber Eats. about ghar ka khana versus eating out creative & tech, Isobar, feels that social engagement?” he says. One also has to wonder, since and less about its services. while communication can certainly Malhotra loves the idea of ‘Tinder’ (the dating app) is a thing Mythili Chandrasekar, consumer provide a boost to a consumer’s breaking the clutter by using Alia, now, among millennials, was it just a behaviour and brand strategy preference, it is, however, the who is getting into the zone of a coincidence that the brand chose that enthusiast, shares her take. “The consistency in communication and cute, acceptable ‘ghar ki chulbuli ladki’. particular, same-sounding vegetable “She’s a good, relevant choice, but over so many others? the strategy is wrong,” is his opinion. The multi-platform campaign The brand tries to reinforce its role in a “Who likes tinda though? What I will span ATL (TV, Radio, OOH, consumer’s everyday life. like about the ad is how it plays on Print), Digital (YouTube, Facebook, the aspirational house setting of a Twitter, and content publishers) as Uber Eats ads find nice ‘trigger quality of service that have equally young, employed and active couple,” well as Uber Eats-owned Customer moments’ when we think of significant roles to play. But for a he points out. Relationship Management channels. ordering something. But coming as brand like Uber, is branching out Recently, there have been trust While still in its infancy in India, it does, after the more established into a new offering an easy run? issues regarding delivery services; food delivery is one of the fastest- players and at a time when more are Mandeep Malhotra, founding perhaps using someone like Alia, in growing segments of a national mushrooming, it fails to answer the partner & CEO, The Social Street a more quirky way, to nip it in the e-commerce market that has attracted question - Why Uber Eats? Classic seems to think so. He says, “....after bud would have been a better idea. billions of dollars from foreign ‘category motivator’ rather than all, there is trust in the brand and Malhotra agrees with the sentiment. investors in recent years. ‘brand discriminator’,” she argues. the service offering of “making life When asked what he would change In such a scenario, India’s top “Without this basic strategy, the easy” from a delivery point is a good about the execution, he responds, two food aggregators - Zomato and celeb will bring some clutter-break extension.” “...I would have used her in that Swiggy - currently offer a cloud- and attention, but will not build However, Malhotra feels that Uber zone a bit more. Alia’s character kitchen model as one of their services lasting preference or a brand switch. would have an advantage if they layer could have been a lot more fun - to better aid partner restaurants with ‘Why is it Alia’s food ordering app of the existing tech over user habit and quirky, tongue-in-cheek, like one of back-end supply. Uber Eats, being a choice?’ Even if the category has only place the opportunity to consumers the travel portal ads in the past. n late entrant to the party, seems like just begun to grow and it will be the in a simplified way. That could have [email protected]

22 afaqs! Reporter, February 1-15, 2 0 1 9 e HOTSTAR Eyeing a Billion Screens by 2023 Star India’s OTT platform plans to release its first original under Hotstar Specials by March end. The titles released under the tends to be seasonal, if you want By Anirban Roy Choudhury Hotstar Specials banner will be to keep your consumer engaged put behind the pay-wall. However, throughout the year, original content wned by Novi Digital, a every day and puts it on Hotstar, Star Hotstar is toying with the idea of is a good move,” states Jehil Thakkar, wholly owned subsidiary of Plus, Tata Sky. As the number of making a few episodes free, a sample partner, Deloitte India. OStar India, Hotstar claims screens in the country are constantly to get viewers hooked. There is a fight for smartphone to have 150 million monthly active rising - it was roughly about 20 crore The average time spent per viewer real estate too, “Consumers won’t users and 350 million followers, screens three years ago (television per day on TV, as per BARC India, is have more than three to four apps yet it shied away from joining the + theatres + mobiles) and is about 3 hours 44 minutes. BARC’s survey on their phones, so whoever can ‘originals’ war spearheaded by the 60 crore today - how do we up our reveals that India has 19.7 crore continue to provide fresh content likes of Netflix, Amazon Prime and game, as far as content is concerned, television homes while the television will get the space and the subscription ALTBalaji). Now it is ready. to be ready for this new world? That, universe consists of 83.6 crore dollars,” adds Thakkar. “Roughly around 15 crore people for us, is Hotstar Specials.” individuals. On the other hand, there Are production houses capable watch Hotstar every month. So, we Gaurav Banerjee, president and are 39 crore internet users, making of creating a cinematic experience thought this is the right time for us head - GEC, Star India, adds, India the second-largest internet user on digital. “Of course we are,” says to take the next leap in storytelling. “This label - ‘originals’ - was created base in the world. Hotstar claims to Siddharth Kumar Tewary, founder With Hotstar Specials, we hope to by platforms that had never done any have an active user base of 15 crore and creative director, Swastik create the biggest Indian stories, original programming before; that is while YouTube claims 24.5 crore Pictures (makers of Mahabharat, delivered to a billion screens,” asserts not the case for us.” The digital video active users making these two the Porus). “It is a wonderful time to be Sanjay Gupta, managing director, platform has announced associations largest players in the country. in the content creation space when Star India. Says Nikhil Madhok, head with storytellers that include Shekhar “There are 30 OTT apps, so so many content creators are looking of Hotstar Original Content, “Star Kapur, Neeraj Pandey, Kabir Khan, library and catch-up TV content is for premier content.” n creates 100 hours of original content Rohan Sippy and Salman Khan. not enough. While Sports content [email protected]

afaqs! Reporter, February 1-15, 2 0 1 9 23 ------e

ORIENT ELECTRIC Dhoni Teases ‘Fans’ The brand releases teaser ads for Aeroslim - India’s first smart ceiling fan. By Sunit Roy

S Dhoni is having a dream the campaign has been produced real estate sector has affected the run on and off the pitch. by Oink Films while Shirsha Guha retail sales of fans. Hence, the growth MThe 37-year-old wicket- Thakurta has directed the film. rate of the overall industry has been keeper/batsman enthralled fans Currently, three teaser ads sluggish. Also, with the introduction not just by clinching the recently have been released on digital and of GST, the size of the unorganised concluded India-Australia ODI social platforms while TVCs will sector has been shrinking. Series but also winning the ‘Match of follow from the second week of In such a scenario, although being the Series’ title. The former ‘Captain February. After that, the campaign one of the oldest manufactures of Cool’ of the India cricket team also will be carried out on conventional fans in India and also the largest continues to entertain audiences with mediums/channels - print, radio etc. exporters, with a robust presence his antics and this time it’s for Orient “Three years ago, Orient in domestic as well as international Electric’s latest marketing campaign Electric launched its Aero series. markets, the brand preponed the launched to promote the brand’s Since then, the brand has taken a campaign and released the teaser ads newest offering - the Aeroslim fan. 40 per cent share in the premium on digital. The reason: in terms of Orient Electric, part of the $1.8 fan segment,” informs Anshuman seasonality, southern India picks up billion CK Birla Group, recently Chakravarty, head of marketing and “Three years ago, first and it’s already getting warmer introduced India’s first smart ceiling communication, Orient Electric. Orient Electric in those Indian states. “With respect fan - Aeroslim. IoT-enabled, it can He adds, “Last fiscal, once again to sales, the season starts typically be controlled through the Orient we tried to understand what the launched its Aero by the end of February or early smartphone app. The fan can be next big leap could be and research March; so, unless we pre-planned regulated using voice commands via indicated that in the Indian market, series. Since then, we wouldn’t have done justice to the Alexa or Google Assistant. The brand people are looking for smart electric the brand has taken campaign,” says Chakravarty. also claims that it is India’s first devices. On the one hand, the cost But most importantly, inverter fan which ensures 40 per cent of the technology was coming down a 40 per cent share technological upgradation is in the premium occurring in the industry as a whole. The brand is targeting the 25-35 age group who Electric lighting, as a category, are aspiring consumers and who want to upgrade fan segment.” was the first to adopt this change. ANSHUMAN Recently, SYSKA launched a range their lifestyle. To seek the attention of its core of app-enabled LED lights. With CHAKRAVARTY the advent of smartphones and TG, the brand chose to develop various forms of mobile technology, Orient Electric content to create curiosity around the product. felt it the right time to cash in on Orient Electric made a conscious the opportunity and deliver smart energy savings compared to ordinary and at a mass level, the aspirational effort to make the fan look absolutely products to the aspiring Indians who fans. It features a unique, slim, Indian can afford the technology. unique, even from the marketing want to upgrade their lifestyles. cylindrical look, aerodynamic blades, Energy conservation was also a point angle. To seek the attention of its telescopic adjustable mounting, an of concern for a lot of consumers. core TG, the brand chose to develop BUT IS IT ‘FANNING’ integrated under-light, and PU paint Hence, we came up with the idea various forms of content to create OUT SMARTLY? with a hydrographic finish. of developing a product that keeps curiosity around the product. The According to Tamanna Virmani, The Aeroslim fan will be available in mind the consumer’s demand for idea was simple - since the Aeroslim AVP and senior creative director - in three colours - champagne, marble minimalistic design.” fan is an extremely feature-rich ADK Fortune, the teasers could have white and pure white. Orient Electric Nowadays the ceiling height in product, it needs a lot of amplification been better as the offering is pretty has also tied up with Amazon.in to most homes varies between 8 ft and to reach the right audience. interesting. The message is subtle sell the product. 12 ft. So, the brand developed a and doesn’t excite or invoke intrigue. The latest integrated advertising telescopic mounted design for height WELL PLANNED STRATEGY Virmani adds, “The teasers can campaign features Orient Electric’s adjustment according to different Currently, the ceiling fan holds leave you confused as the line says brand ambassador Dhoni and it ceilings, including false ceilings. The 70 per cent of the total fan market. ‘it’s a fan’. I don’t know how many of follows the theme of turning your brand is targeting the 25-35 age group The electric fan industry has been us will get up at night and talk to the world upside down. Conceptualised who are aspiring consumers and who growing at 4-5 per cent in the recent fan to control its speed.” n and created by Contract Delhi, want to upgrade their lifestyle. past. The slow growth rate of the [email protected]

26 afaqs! Reporter, February 1-15, 2 0 1 9 pooe As it slams misogyny and machoism can Gillette walk the talk? Brand experts analyse the international spot. By Abid Hussain Barlaskar

LUBNA KHAN TARUN SINGH CHAUHAN SHARDA AGARWAL Strategy Consultant Brand Consultant Co-founder TSC Consulting Sepalika

AFTER DECADES OF BRAND #METOO IS A HUGE THE REAL VALUE OF THE COMMUNICATION RIDDLED GREY AREA WHERE THE CAMPAIGN WILL SURFACE WHEN WITH MASCULINE STEREOTYPES, OCCURRENCES MIGHT OR GILLETTE DECIDES WHAT TO DO GILLETTE HAS STARTED A MORE MIGHT NOT BE TRUE. SO, BEYOND THE TVC. THE BRAND’S CONVICTION-LED CONVERSATION BUILDING A BRAND STORY OBJECTIVE WAS TO HIGHLIGHT challenging toxic masculine behaviour. around it is a bad idea. The way people that men need a change in attitude and While I applaud the move for its intent, perceive it varies from person to person. behaviour and these changes begin early it only makes sense to me both as a Moreover, a lot of the issues taken up in in life. This is its way of lending support strategist and a consumer if Gillette the ad are caused by the loss of culture to the #MeToo movement. walks the talk. Creating a campaign, and mutual respect. Bring that back and The commercial is only a first step in donating money to some non-profits the rest will fall into place. that direction. The brand has to sustain or even distancing themselves from Gillette is one of the largest and most this message over a long period and brand ambassadors that don’t seem popular brands laced with chauvinism. supplement ad communication with to share their convictions, is just the The clear message is - ‘you want to look other activities. smallest first step. sexy and hot, you use a Gillette. And you Soap brand Dove did something like I would like to know what concrete, want to do that so that women chase that with its message that said Dove’s measurable goals have been set and you.’ But the brand’s sudden change in not about cosmetic or popular notions actions taken by the organisation to tone in this ad is contradicting and goes of beauty, but inner beauty. Dove move the needle both in society and against what the brand has been saying did this for more than a decade and within their own system. What are for the last several decades. It’s like Fair supplemented it with many on-ground they doing with employees, partners, & Lovely saying ‘you don’t have to look fair activities. Gillette can carry this one on sellers? What platforms for change are anymore’. in many ways - on-ground activities, they promoting and advocating? What social media movements, etc. culture-specific issues are they tackling Another thing is building the in each of their markets across the movement across cultures. The globe, including India? From now approach for India would be totally on, the onus is on Gillette to prove different and more difficult than the that they really live up to their stated US. Gillette distancing itself from beliefs. Hardik Pandya is in sync with what it stated in its ad.

afaqs! Reporter, February 1-15, 2 0 1 9 27 oee

Rag rag mein Daude city THE MOST AUDACIOUS AD OF THE MONTH be heard

WHATSAPP UBER EATS ORIENT ELECTRIC BRITANNIA TREAT Through its maiden campaign, the messe- The food delivery app, instead of telling the Orient Electric, from the CK Birla Group, The food and beverage brand recently nger app attempts at teaching its users how users that it’s better than the rival brands released an ad campaign for its launched and ad campaign for its newest to and how not to use the platform. (Swiggy and Zomato), decides to challenge the recently launched smart ceiling fan – line of cream wafers. The brand was made Creative Agency: Taproot Dentsu boring vegetables in refrigerators like Tinda. Aeroslim. famous by the likes of Jim-Jam and others. Creative Agency: In house creative team Creative Agency: Contract, Delhi Creative Agency: GREY Bangalore

TINDER BUMBLE BIG BAZAAR IXIGO The dating app has rolled out its latest The American social networking brand Big Bazaar collaborated with Emiway Bantai On the occasion of India’s 70th Republic brand campaign ‘Adulting Can Wait’, which launched a new campaign featuring who is one of the rappers of the upcoming Day, leading travel marketplace, ixigo payed taps into Gen Z’s reality. Priyanka Chopra, who is also the face of movie starring Ranveer Singh, to a unique tribute to Indian Railways with a Creative Agency: J. Walter Thompson the brand in India. make the Sabse Saste 5 Din announcement. rap song ‘Train Mein Hai Swag’. Creative Agency: BBDO India Creative Agency: L&K Saatchi & Saatchi Creative Agency: In-house creative team

COMBIFLAM DR. OETKER ASIAN PAINTS GILLETTE Sanofi India launched a campaign for its FunFoods by Dr. Oetker in its latest Asian Paints’ latest ad for Ultima Protek Gillette, P&G’s personal grooming brand topical analgesic, Combiflam IcyHot, highlig- campaign - ‘#NothingLikeHomemade’ - features Ranbir Kapoor delves into the life for men, has released a spot that hting how effective respite from pain can help attempts to make ‘Ghar Ka Khana’ more of a politician whose entire career has questions the ‘Men will be men’ philosophy. people get back on track and move forward. appealing for kids. been laminated! The ad comes in the wake of the ongoing Creative Agency: Ogilvy Creative Agency: Publicis Capital Creative Agency: Chrome Pictures ‘#MeToo’ movement.

FIRSTPOST HIMALAYA HINDUSTAN UNILEVER TATA CAPITAL Firstpost, Network18’s digital news Himalaya Drug Company launched Hindustan Unilever has released a witty, Tata Capital’s social media campaign platform, released a campaign for recently ‘#EkNayiMuskaan’ campaign as part of its yet thought-provoking film on reuse of ‘#WedEqual’, stars stand-up comedian launched print edition, a weekly newspaper social impact initiative, ‘Muskaan’ to support plastic bags under its CSR initiative – Mallika Dua and addresses the heavy task to be circulated on Saturdays. free cleft treatment for underprivileged children. Start A Little Good. of figuring out wedding expenses. Creative Agency: Taproot Dentsu Creative Agency: Roadrunner Productions Creative Agency: Ogilvy Mumbai Creative Agency: Indigo Consulting

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

28 afaqs! Reporter, February 1-15, 2 0 1 9 o

Post: Business Development & to ensure continued and increased Marketing. Reach advertiser’s Email: careers@tempestadvertising. Client Servicing Manager (Digital) billings on your accounts. The ability goals through the media planning, com Company: Centum Advertising & to pitch for and develop new clients buying, optimization and analysis...... Marketing Pvt Ltd will be a huge plus. Proficiency on variety of tools Profile: We are looking for a young, Exp: 5 to 9 years including Google AdWords, Google Post: Group Sales & Business knowledgeable and professional Location: Mumbai Analytics, DBM, DCM, TTD, Development Business Development Manager Email: [email protected] Mediamath, TURN, Facebook, Company: Coconut Media Box LLP for digital pitches who can prepare ...... Instagram, Twitter, Omniture, etc. Profile: Generate revenue sales strategy presentations and supervise Monitors and develops reports on through sponsorship and event sales existing digital marketing clients. Post: Marketing Executive competitor activity within social to various corporates & clients. Sale Good contacts with prospective Company: The Think Tank media spaces. plays / shows / events / artists and private clients. Entertainment Exp: 1 to 2 years other services to various corporates, Exp: 3 to 4 years Profile: Planning and managing Location: Gurgaon social group, Premium Clubs, Location: New Delhi company events. Managing the Email: [email protected] Event Management Companies, etc. Email: [email protected] production of marketing materials, ...... Facilitating the entire sales process; ...... including leaflets, posters and flyers lead generation, closing sales Devising and presenting ideas and Post: Senior Visualiser Exp: 0 to 4 years Post: Client Servicing Executive strategies. Managing campaigns on Company: LOM Digital Location: Mumbai Company: Thoughtrains Designs Pvt social media. Profile: To approach your project Email: [email protected] Ltd Exp: 1 to 3 years briefs with an outgoing, energetic, ...... Profile: Excellence communications Location: Mumbai and creative manner. and inter-personal skills, good Email: [email protected] Research is the key, know your Post: Content Writer command and fluency in English...... audience, your client and look. Company: IdeateLabs Understanding the market trends, Think creatively and develop new Profile: Research, write and client’s business and their brand. Post: Remote Graphic Designer cum design concepts, graphics and layouts edit content for marketing Analysing the client’s briefs and Visualiser based on your client’s requirements. communications including but not delivering creative as per the time Company: Religiate Interactive Brand Exp: 1 to 2 years limited to Domain monetization lines. Consulting Pvt Ltd Location: Gurgaon and online articles, newsletters, Exp: 4 to 6 years Profile: Candidates should have Email: [email protected] videos, webinars, infographics, blog Location: Mumbai strong ideation and visualization ...... posts, web site content and more Email: [email protected] skills. Sound layout sense. Never Collaborate with design, digital, ...... ending urge to learning. Should be Post: Branch Head - Delhi search and other teams to develop talented and skilled to bring creative Company: Tek Advertising & compelling, often unexpected, Post: Brand Solutions Executive ideas to life either digitally or in print. Management Pvt Ltd content plans Company: Thought Blurb Exp: 3 to 7 years Profile: Operation and Business Exp: 1 to 3 years Profile: Be commercially and Location: Hyderabad, Pune, Development under BTL & Event Location: Mumbai creatively minded. Have the Chennai, Mumbai, Kolkata, Delhi Management category within Delhi Email: [email protected] confidence to take charge when Email: [email protected] NCR, Punjab, Haryana, West UP, necessary. Delegate tasks effectively...... etc. Evaluate creative work and Exp: 5 to 8 years offer constructive feedback. Be Post: Sr. Media Relations and Location: New Delhi EVEN GOOD CAN! knowledgeable and passionate Business Development Associate Email: [email protected], GET BETTER about the client’s business, and how Company: Aainos Integrated [email protected] advertising can contribute to it’s Communications Network ...... success. Profile: Planning publicity Exp: 2 to 6 years strategies and campaigns. Creating Post: Branch Head (Advertising and Location: Kochi presentations and press releases. Media) - Pune Email: [email protected] Conceptualising and executing Company: Tempest Advertising Pvt TO ADVERTISE, CONTACT: ...... events including press conferences, Ltd Shubham Garg client briefings, exhibitions, tours Profile: Responsible for overall Post: Account Manager (Client and visits. operations and profitability of the Aakash Bhatia Servicing) Exp: 2 to 5 years branch. Revenue generation through Company: Quotient Location: Mumbai new account development and key Communications Pvt Ltd Email: [email protected] account management.Developing Profile: Sales driven strategising, ...... relevant business proposals. Monitor To view other jobs in Marketing, day-to-day interaction with market intelligence within the Media and Advertising, log on to: clients, understanding briefs and Post: Media Manager-Digital industry in terms of new customers, executing them in the most creative, Company: Vermmillion new projects, and competitive yet solutions-oriented manner Communication Pvt Ltd activity. possible. Along with ensuring client Profile: Experience of Search, Exp: 2 to 4 years satisfaction, you will also be expected Programmatic and Social Location: Pune

afaqs! Reporter, February 1-15, 2 0 1 9 29 people

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

ADVERTISING DIGITAL

Mullen Lintas Virat Tandon, who was recently Hero Cycles and envision a comprehensive Mullen Lintas announced the elevated to the position of Group CEO, Ashish Tiwari, head - digital digital transformation strategy appointment of Azazul Haque MullenLowe Lintas Group. marketing and PR at Hero for the entire HMC, A Hero (previously chief creative officer, Cycles, has put in his papers. Motors Company group, and Ogilvy South) and elevated Garima Dentsu Impact At Hero Cycles, Tiwari led the was involved in planning and Khandelwal (previously executive Dentsu Impact, the creative agency digital marketing and PR team executing seamless change creative director, Mullen Lintas) to from Dentsu Aegis Network, has roped for the last two years. Since July management across various global chief creative officers. in Binodan Sarma as vice president, 2017, he was headhunted as part geographies working closely with Dentsu Impact Digital. Binodan will of the Executive Office to lead multiple strategic business heads. BBDO India report to Amit Wadhwa, president, BBDO India has announced the Dentsu Impact. promotion of Hemant Shringy to Chief Creative Officer, Mumbai. He GREY Group MEDIA will report to Josy Paul - Chairman and GREY group India has appointed Chief Creative Officer, BBDO India. Minakshi Menon to lead the agency’s Reliance Entertainment of Times of India Group and Bangalore office in India. She joins Reliance Entertainment has was the Group CEO of Zee Havas Creative GREY Group as senior vice president elevated Shibasish Sarkar Media Network and executive Mayur Hola has been appointed as and office head. as group CEO - content, president at Dainik Bhaskar national creative director for Havas digital and gaming. Sarkar, a Group. Creative in India. He starts work L&K Saatchi & Saatchi Chartered Accountant, joined effective immediately and will be L&K Saatchi & Saatchi announced that Reliance Entertainment in Zee Media Corporation working closely with Bobby Pawar, Delna Sethna, chief creative officer, 2007 as CFO, and thereafter Mehraj Dube, former vice chairman and CEO, Havas Group has decided to move on to pursue took on a larger role as chief president, marketing, Zee India. Working out of Gurgaon, he will other interests after spending five years operating officer, developing Media Corporation has replace Nima Namchu, who moved on at the agency. The agency has also tremendous operational and recently been roped in as the from the agency in November last year. rolled out a new creative organisational financial experience across vice president, programming in structure which will be led by Kartik films and TV production and the same media company. He Ogilvy Smetacek and Rohit Malkani who have distribution, digital content, is presently based out of Noida. Ogilvy Gurugram has appointed been elevated to joint national creative gaming, etc. In a recent development, Dube Rohitash Srivastava as the head of its directors, with immediate effect. has been mandated to erect a planning unit. Srivastava was previously Network18 content creation and acquisition the national head of Planning at Orchard 21N78E Creative Labs After stints with BTVI and unit for ZEE Media’s 14 Advertising, based in Bangalore. After nearly three years at Omnicom the Times Network, where news channels. Earlier, he Media Group, Sudhir Nair has decided she was the youngest VP, led marketing department at Mullen Lintas to move back to 21N78E Creative Shilpa Shetty has returned ZEE Media Corp - the news Mullen Lintas, the creative agency of Labs, the agency that he started in 2015 home to business of Essel Group with MullenLowe Lintas Group, announced after a 15 year stint with Grey Group. as national revenue head 14 TV news channels including the appointment of Vikas Mehta as Nair joined Omnicom Media Group in - display - business news WION and ZEE News. its CEO. He takes on this role from April 2016 as the MD, Digital. cluster, namely CNBC TV18, CNBC Prime HD, CNBC Times Network AWAAZ and CNBC BAJAR. Amitabh Biswas, founding MARKETING Shetty brings with her 18 partner and chief marketing years of rich experience as officer of Avantura Choppers Max Life Insurance in West and South India, appointed a sales professional with has moved back to Times Max Life Insurance has appointed Arvind R.P. as director - marketing and a demonstrated history of Network as head marketing - Aalok Bhan as the director & chief communications. working in the broadcast English Entertainment Cluster. marketing officer. He will be based at media industry. In 2017 Biswas moved on their corporate office in Gurugram and Facebook from Times Network where will be directly reporting to Prashant Former HUL hand, Siddharth Banerjee Republic Media Network he was working as marketing Tripathy, MD and CEO, Max Life who was associated with Vodafone as In a major announcement head – News. Biswas has over Insurance. EVP - marketing has moved on to join on the eve of expansion of 15 years of experience in sales Facebook India as director - Global Sales Republic Media Network, and marketing. Marico India Organisation. The senior executive the network announced the Marico appointed Koshy George as updated his professional profile on induction of Bhaksar Das as Star TV Network chief marketing officer, Marico India. social media platform LinkedIn to group president and elevation Star TV Network appointed George will be responsible for leading announce the development. of Vikas Khanchandani as Khyati Shah as associate vice the brand marketing initiatives of the Group CEO Republic Media president - Marketing and Company. He will report to Saugata Yum! Brands Network. Khanchandani Programming. Previously, Gupta, MD and CEO and will be a part Pizza Hut International, subsidiary of will now assume overall Shah was general manager of Marico’s Executive Committee. Yum! Brands, announced the elevation responsibility of all the three - Brand and Marketing at of Unnat Varma, to the position of network brands, Republic Dainik Bhaskar Group. She McDonald MD, Pizza Hut Asia Pacific. In his Television, Republic World has had stints with IFF, Hardcastle Restaurants, a subsidiary new role, Varma will be responsible for Digital, and the upcoming GreyWorldwide, Ogilvy of Westlife Development and master steering Pizza Hut to the next phase of Hindi News channel Republic & Mather, and Beehive franchisee of McDonald’s restaurants growth across the Asia Pacific region. Bharat. Das was the president Communications in the past.

30 afaqs! Reporter, February 1-15, 2 0 1 9 2016/-(inclusive taxes).

3495/-(inclusive taxes). #BuzziestBrands2019