May 16-31, 2016 Volume 4, Issue 23 `100 “I’m not your quintessential harmless nice guy” What makes the head of this nine-year-old agency both popular and notorious. 16 INTERVIEW SAJAN RAJ KURUP FOUNDER & CREATIVE CHAIRMAN CREATIVELAND ASIA

6 10 24 PLUS COLORS New Avenues 13 CAMPAIGN TRAIL Ads of the Fortnight 23 MOVEMENTS

PAPERBOAT DUREX DOVE Who is Where 26 Triggering Memories Cricket as an Ally No Holds Barred Using animation to portray The brand’s digital film Redefining beauty, once more, childhood memories. plays on cricket terminology. the Dove way. editorial

This fortnight... Volume 4, Issue 23 EDITOR ast month I interviewed Arunabh Kumar, digital content creator and founder of Sreekant Khandekar L The Viral Fever. That story was very well received by our readers. One of the PUBLISHER Prasanna Singh May 16-31, 2016 Volume 4, Issue 23 `100 reasons for this is his immense popularity among netizens. Another is the subject itself; “I’m not your digital video is the hot new thing in the online, particularly mobile, content space. EXECUTIVE EDITOR quintessential Ashwini Gangal harmless PRODUCTION EXECUTIVE But there’s a third reason, the kind that sort of creeps up on you as an afterthought Andrias Kisku nice guy” – the interview was loved because the interviewee fielded tough questions sportingly. What makes the head of this ADVERTISING ENQUIRIES nine-year-old agency both popular and notorious. Sample this gem: “We the target the progressive young Indian who is not exactly Shubham Garg 16 81301 66777 (M) INTERVIEW waiting for the next episode of Diya Aur Bati Hum (hit TV show on Star Plus)…” SAJAN RAJ KURUP FOUNDER & CREATIVE CHAIRMAN Apoorv Kulshrestha CREATIVELAND ASIA 9873824700 (M) Whether it’s Dentsu Aegis Network’s India head Ashish Bhasin saying “In the Noida advertising business if you can’t handle pressure, get out or die young” (in our Cover Pradeep Hegde 6 10 24 PLUS 9833933577 (M) COLORS Story last fortnight) or whether it’s GroupM’s global president Dominic Proctor saying New Avenues 13 Mumbai CAMPAIGN TRAIL Ads of the Fortnight 23 MOVEMENTS “…every time we have a pitch, we pay with our sweat and with our marriages.” [email protected] PAPERBOAT DUREX DOVE Who is Where 26 Triggering Memories Cricket as an Ally No Holds Barred Using animation to portray The brand’s digital film Redefining beauty, once more, (Economic Times, 2011; he was global CEO, Mindshare, then), it is fearless childhood memories. plays on cricket terminology. the Dove way. MARKETING OFFICE statements, uttered at a raw, human level, that are applauded the most. B&B Genesis, A 12/13, Ground Floor, Sector - 16 Noida - 201301 Which is why, we decided to go out there and ask our admen and women – and their clients – some tough questions about their work, their work ethic and everything MUMBAI 302, Makani Center, 3rd Floor, that affects the two. We decided to start with Sajan Raj Kurup, founder and creative Off Linking Road, Bandra (W), chairman of independent ad agency Creativeland Asia. Mumbai - 400050

SUBSCRIPTION ENQUIRIES Why are you one of the ‘most bashed’ admen online? Why do your peers call you Akhilesh Singh audacious? Why do I get the feeling you take that as a compliment? We threw some [email protected]

difficult, yet fun, questions at Raj and guess what. He didn’t squirm. Owned by Banyan Netfaqs Pvt Ltd and Printed and published by Prasanna Singh, In the fortnights to come, we hope to bring you more such interviews with the men at 7-A/13, Ch. Ratan Singh Complex, and women who influence the Indian ad-media industry through their work, creative Jawala Heri Market, Paschim Vihar, -110 063. culture and attitude. Printed at Cirrus Graphics Private Limited B-61, Sector 67, Noida (U.P.), 201301

Ashwini Gangal [email protected] CONTENTS

ERRATA The video mentioned under Dolby Audio 18 (Campaign Trail, April 16-30, 2016 issue) is a ONIDA film created for Dolby India and not a TVC. Turning to God Dolby does not have Moving away from the a Dolby audio speaker range. Devil, Onida introduces a The error is regretted. new mascot. Will it help? Editor 22 6

ASHWINY IYER TEWARI 12 New Ground The first-time director, who tasted success with Nil Battey MTR 20 RADIO CITY ARIEL-TINKLE Sannata, talks about clients, Served Refreshed Bridging the Gap Loaded Message advertising, brands - and MTR’s look moves from the Candy Class and the art of Shikari Shambu helps his wife films. traditional to the innovative. teaching English. with the laundry.

afaqs! Reporter, May 16-31, 2 0 1 6 5 advertising

PAPERBOAT ARIEL Triggering Memories A Loaded The new film uses animation to portray childhood memories of a Message visually-challenged person. By Suraj Ramnath and Ashwini Gangal Shikari Shambu helps his wife with the laundry in Tinkle’s latest issue. By News Bureau

&G India’s #ShareTheLoad movement for detergent brand Ariel Matic has Pfound a supporter in Shikari Shambu, a popular character from the children’s comic magazine Tinkle, an ACK media publication, which also owns Amar Chitra Katha. In the May issue of Tinkle, children saw Shikari Shambu help his wife with household chores. The idea is to n sync with its broader theme of not to overdo, or downplay, anything propagate ‘laundry nostalgia, Paperboat, the ethnic drinks while telling the story.” equality’ among Ibrand from Hector Beverages, has children. released what it calls its “first short film,” IMPRESSED? Talking about one that’s animation-based, in part. Kailash Surendranath, ad film maker the association, Titled ‘Rizwan’, the three minute- and founder, Kailash Picture Co, a film Sharat Verma, thirty-second film is “Paperboat’s first production company, is not impressed. associate brand foray into legitimate fiction story-telling He feels the film is too long and too director - Fabric Care, on film,” says the brand, adding by way of subtle to impact “the average viewer.” P&G India, says, “With explanation, “It’s not a ‘video’ (as per) our Kakkar: being honest “The story seems to ramble on for two out of every three new age understanding of that term, but a bit too long without making a very children believing that is really small-scale cinema. A little tribute to the strong point. Any communication with a disabled laundry is only a mother’s full range of liberties that the craft of film-making protagonist must convey some sort of super task, the conditioning allows... we’re taking baby steps into that realm.” heroic winning ability to be memorable, or else it of gender stereotypes is The film takes the viewer into the recesses may seem like a deliberate attempt at gaining the being sub-consciously Verma: sharing of a visually challenged character’s childhood viewer’s sympathy,” he critiques. passed down to the next the load memories. Rizwan, the character, is played by He goes on to add. “The animation in the generation. Ariel India Bollywood actor Ram Sethi. “Paperboat believes film is probably its saving grace. It’s a cool joins women across the country to address in the power of the tactile. With our drinks, and technique. The style is nice, simple, old-fashioned this cycle of prejudice by encouraging more through the sense of taste, we hope to revive and unpretentious. It works well with the words dads and husbands to #ShareTheLoad, since bygone summer holidays squandered in the sun. and the live action, and maintains the viewer’s with Ariel Matic anyone can get great laundry And by extension, we appreciate what the sense attention for more than three minutes. It would results.” of smell can rekindle. Rizwan celebrates this be a difficult film to watch without it, considering The ‘Dads#ShareTheLoad’ film has insight,” says the brand team about the effort. its length.” already received close to 50 million views The film has been created by Humour Me. It Suresh Eriyat, founder and creative director, globally. took the team nearly 45 days to ready the film. Eeksaurus, an ad film production company, likes Anuraag Agarwal, CEO, Amar Chitra Quizzed about the execution, Neeraj Kakkar, the basic idea of smell and taste fuelling one’s Katha Media, says, “Tinkle as a brand has founder and CEO, Hector Beverages, tells afaqs!, imagination, but prefers Paperboat’s previous ad always stood for values and principles that “We decided to go the animation way because the films (for instance ‘Drinks & Memories’ and can positively shape and mould the next story is about imagination. Rizwan is blind and his Postcard campaign) to this one. generation.” Adds Rajani Thindiath, editor, story is what he imagines it to be. And, imagination About this film, he says, “It is nicely portrayed Tinkle, “Tinkle has been actively addressing can be best depicted through animation.” and beautifully executed, with a lot of nice the issue of gender equality through its Kakkar adds, “In our heads, when we are animation,” adding, however, “If the point is to strong female characters and its portrayal of making any beverage, the benchmark is not the move people emotionally, then that didn’t come personality types, skills, talents, and career actual home-made beverage. It is more of the across. I wish the animation merged with the story choices as gender neutral. Ariel India’s memory of that drink, of that taste. Memory is better. The two are not in synergy.” Dads#ShareTheLoad campaign beautifully sweeter than the actual drink was at the time.” Eriyat says that Paperboat is a national product captures this idea by showing how we can be What was the most challenging part of working and is very popular in the South. “But, this is such the change we want to see. I’m sure watching with this script (written by Dhruv Sachdeva)? a strong ad film. Will it work in the South?” the iconic Shikari Shambu #ShareTheLoad Kakkar answers, “The biggest challenge was “It is not going to strike a chord with the people with his wife Shanti, will get children to telling the story in an honest manner, without there. And, without the narration (voiceover), this question commonly-held notions of gender- being pretentious. It should not appear as though film won’t have any impact. That is something defined roles at home.” n we’re trying to earn some sympathy votes. It is a they could have thought about,” he says.n [email protected] sensitive matter; we had to be extremely careful [email protected]

6 afaqs! Reporter, May 16-31, 2 0 1 6

advertising DUREX Cricket as an Ally Durex’s new digital films hinge on cricket-related double entendres. By Suraj Ramnath and Ashwini Gangal

fter entertaining netizens with its quirky #D20 ADictionary during the ICC T20 World Cup earlier this year, Durex, the condom brand from RB India, is back with the next leg of this campaign. This time, it has released three digital ad films that generate naughty double entendres for cricketing terms like ‘full length’, ‘doosra’ and ‘obstructing the field’. At the end of each ad, definitions of these cricketing terms appear on the screen, dictionary style: Full length: Perfect length of the bat, perfect for stroke-making. Doosra: When you’ve just done it, but want to do it again. Obstructing the field: When someone causes interference during the match. The campaign has been conceptualised by iContract. So, how challenging was it to craft communication for this segment? Prashanth Challapalli, executive vice-president and digital head, iContract, tells afaqs!, “The challenge is to not get carried away. Also, like Tibrewala (top) and Kansal: any other brand, Durex has a code are therefore, getting noticed. Sex viral possibilities of conduct and a brand construct. and cricket is a potent combination, We have to achieve a tonality that so the formula and the intent were doesn’t tip over into risqué or occupies all the mind space? By not right. Viewers who will share it are raunchy territory - that can backfire making cricket the villain, but by the ones who think they stand to immensely. We need to be careful making cricket your ally.” gain social currency in their network, about how we portray women. We Cricketing terms, he finds, with this kind of content.” can’t objectify them. The brand are “surprisingly pliable to sexual Would a campaign like this work can easily be seen as sexist. The connotations.” That’s how his on TV? “If the targeting is precise, a advertising guidelines from platforms team cracked the idea of the #D20 case could be made for it to air on like YouTube, Facebook, and ASCI Dictionary. Social media posts on TV. But the visual grammar of the are strict and pretty black and white various cricketing terms are also part videos - and opening slate and the - you can suggest and tease, but it of the campaign. Durex has partnered glossary pun overlays - make it better shouldn’t titillate or be vulgar. That with Grofers, an on-demand suited for digital,” Kansal opines. is a huge challenge.” delivery service, to deliver condoms Hareesh Tibrewala, joint CEO, He adds, “One of the things to consumers. Also, there was a Mirum India (formerly Social we consciously did was to give the dedicated page on Snapdeal to boost “You can suggest Wavelength), a digital agency from woman a greater and more aggressive the sales of Durex condoms. and tease, but it the WPP stable, says, “I think the role in the films. Usually men take Rohit Jindal, marketing director, script is clever and gets to point the lead, but in this case, we wanted RB India, says, “While cricket shouldn’t titillate or quickly.” Does it have what it takes women to start the fire.” unites the nation around major to go viral? “I think so. The ad Going on about the brand tournaments, Durex as a brand be vulgar. That is a has humour value and rides on the problem the agency was tasked to believes that nothing should get in current cricket fever. If this were to solve, Challapalli says, “In T20, the way of great sex. As cricket fever huge challenge.” be received on WhatsApp, I am sure especially during the World Cup sets in, we are encouraging couples PRASHANTH CHALLAPALLI it will immediately get shared in and the IPL tournament, games are to keep enjoying safe sex as well.” various groups,” he says. played at night. That’s prime passion Would the campaign fly on TV? time for couples. Cricket, a national TICKLED PINK on-the-ball. To have a relevant “The ads are edgy, but not vulgar. unifier, is a villain when it comes Navin Kansal, national creative context to the content makes for The ‘full length’ ad is borderline and to intimacy and sex. How can we director, Indigo Consulting, a digital easier dissemination. The videos perhaps a bit unsuitable for a TV champion sexual intimacy and also agency that belongs to Leo Burnett, seem to have been conceived with the audience,” Tibrewala says.n sell more condoms when cricket says, “The humour is pretty much intent of making them topical, and [email protected]

10 afaqs! Reporter, May 16-31, 2 0 1 6

interview > DIRECTOR, “I have not been an ad film director so I have no baggage whatsoever.”

The first-time film director talks about clients, advertising, brands - and films. By Ashwini Gangal

ollywood journalists don’t could do. The whole experience of differentiate between an working on the KBC campaign led to ‘art director’ and an ‘ad a paradigm shift in my brain. film director’. By way of Bclarification, I just say - ‘I’m from Abhinay Deo once told us that the ‘creative side’,” laughs 36-year- when ad film makers direct old Ashwini Iyer Tiwari, director of feature films, they tend to be the recently released feature film Nil extremely detail oriented. What’s Battey Sannata, a touching story of the sensibility at play for an art a maid who educates her daughter director-turned-feature film against all odds. director? Ashwiny studied commercial art The best part is - I have not from Sophia Polytechnic, before been an ad film director so I have entering the ad world. She rose to no baggage whatsoever. Yes, I have the position of executive creative directed a few ads (for example, Sony director at Leo Burnett (where she LIV Diwali ad film ‘Choti Khushi’), spent over a decade), before joining but at the end of the day, I am a CD! film production company Opticus If I start doing art direction while Inc. in 2013. directing a movie, I’ll end up making Though she plans to continue an ad film in each frame. In agencies, directing movies (Manmarziyan is we shoot 40 seconds (worth of screen the title of her next), Ashwiny is keen time) in two days. But for films, I to direct ad films as well. shoot four to five minutes (worth of Ashwiny is married to feature What I miss is interacting screen time) per day. film director (former chief creative officer, Leo Burnett), with clients and solving Do you miss art direction? Do who has written Nil Battey Sannata. their brand problems. you see yourself going back to the Edited Excerpts. agency system? No, what I miss is interacting Social reality is inspiring the My advertising background I like to keep things real. I’ve with clients and solving their brand advertising professional and helps me get the human insights always stuck to ads that are based on problems. I still consult with a few movie maker, alike. Both, brands right. Advertising gave me a clear superbly real insights. That’s why I former clients. and movies, are trying hard to understanding of consumer insights. can never do a science fiction or action I sometimes feel like going back to own a purpose. To what do you Now, in my films, it’s almost like movie or anything ‘unrealistic’. Even advertising... purely for the fun, the attribute this? I have two hours to talk about one when I was in advertising I could teamwork and the agency culture. There’s something about the insight. never work on cola or car brands! Burnett was a fun place. We used mood of the country today - it’s Advertising gave me the ability to to have a ball. Film making is an very different right now. This mood have a very objective point of view. In hindsight, which brands isolated job. belongs to the younger generation. When we write an ad, we have a clear influenced you the most? Which The one person who is really By that I don’t mean the 14-15 year objective in mind. Now when I am campaigns helped you become happy for me and who has really old; I mean the 30-somethings. shooting a scene, I know exactly what the film director you are today? pushed me to achieve more is They’re aware of what is happening. the objective or desired outcome of The six years that I worked on Sony Pops (KV Sridhar, former chief They’re the bridge between the older that scene is. In that sense, each scene (Entertainment Television) changed creative officer, India subcontinent, and newer generations. They’re is like an ad film for me. the way I looked at consumers. It was Leo Burnett and present day chief the ones who feel they should be I used to love researching my a GEC category - that’s the general creative officer, SapientNitro India). doing something for society. They target consumers. The brands I public. We did deep research for He said, ‘Go do what you really feel have a voice and aren’t afraid to worked on (including several FMCG this brand. I launched more than 70 like doing. Come back whenever you say what they feel. That’s why we brands from P&G) were all research shows. My time working on Sony want to. Burnett is always there for have so many entrepreneurs coming oriented. That helps me a lot when I deeply influenced my consumer you.’ Even today, Saurabh (Varma, up today. These are the kind of am directing. understanding. The middle class chief executive officer, South Asia, audiences I believe in. Storytelling-wise, the one thing home has always been my focus area. Leo Burnett) says, ‘Burnett is there I ‘switched off’ was - advertising In fact, it was after I did the girl for you... come back if you like.’ What lessons from your ad career gives you very little time to focus on child film (‘Mubarak Ho, Ladki Hui It would be nice to do an ad film do you find yourself drawing emotions; in 40 seconds you have to Hai’) for for my own agency. on as a film director? And what tell a whole story. But in a feature that I got the ‘brainwave’ of making If I ever need to, I can always go mental processes do you need film you can deep dive into the a feature film. If a 60-seconder could back to the place I still belong to, to consciously ‘switch off’ when emotions. It’s important not to get have such an impact, I wondered head held high. n on set? carried away, though. what a two-hour-long movie [email protected]

12 afaqs! Reporter, May 16-31, 2 0 1 6

SAJAN RAJ KURUP FOUNDER AND CREATIVE “I’m not your CHAIRMAN, CREATIVELAND ASIA quintessential harmless nice guy” Is that why he’s among the most popular ‘water cooler’ topics in ad land? Over to Creativeland Asia’s founder and creative chairman Sajan Raj Kurup. By Ashwini Gangal

y his own admission, Sajan Raj Kurup, 40, is one of the ‘most discussed’ creative heads in the industry - and not Balways for flattering reasons. In a candid chat with afaqs!Reporter, the founder and creative chairman of Creativeland Asia, a nine-year-old ad agency, talks about what makes him both popular and notorious. Creativeland Asia has 167 employees and its clientele comprises names like Mercedes, Micromax, BBlunt, Domino’s, Indian Express, the circumstances. While one or two Benetton, Café Coffee Day, “We use this pitch fee as a deterrent. It deserted me, I had a great team of Kalpataru and several brands from senior and young leaders who stood the Godrej stable. Edited Excerpts. wards off ‘free idea shoppers’, ‘penny by Creativeland. When you know pinchers’ and ‘compulsive pitch-callers’” you are in the right, nothing works Your work for brands like Café like putting your head down and Cuba and Micromax appears to working. have a common ‘rebel’ theme. What are you rebelling against? what anyone has to say, good or bad. Both of us run businesses and were You’ve been known to charge Is having a signature style a very clear that the transition must a pitch fee in an era when dangerous thing for a creative To what extent did your pitch affect as little of our respective brands competing agencies under-cut guy? strategy change after losing the as possible. Nonetheless, it was a loss one another. Do you still charge All these ‘rebelling against’ and Parle Agro business (run by and I won’t deny that. Adverse times it? Why’s it so important to you? ‘signature style’ type of conversations Nadia Chauhan) last year? How are about making the right decisions We use this pitch fee as a deterrent. are for the advertising fraternity to hard is it to stick by one’s ‘rules’ for the future of the business and not It wards off ‘free idea shoppers’, discuss. Every single new business –say, only going after a certain just about figuring out quick fixes. ‘penny pinchers’ and ‘compulsive call we have got in the last nine years type of client or charging a pitch None of my business heads was pitch-callers’. When someone puts has been from potential clients who fee– during adverse times? put under pressure to meet numbers. down money to meet you and listen have wanted to work with us after Parting ways with Parle Agro But yes, everyone at Creativeland was to your pitch, you know they are seeing our ‘signature’ work. The was a mutual decision. It wasn’t as under pressure to keep our culture seriously considering you. It also only dangerous thing for any creative dramatic as it was reported to be in intact. We were aware about loose makes me accountable, to go back person is to worry too much about the media and around water coolers. statements people would make under and justify my worth.

16 afaqs! Reporter, May 16-31, 2 0 1 6 coverstory

You said you’d launch a London television, if not more. office, years back. Why has that plan been shelved? I’ve heard you’ve got a crazy, Yes, we have been planning an Amazon-ish work culture at office in London for the last few your agency… that people weep years and we will do it. We believe in at their desks. Is that true? Are getting it right even if it takes time. you that difficult to work with? We have had fabulous interactions Creating value for Creativeland with the UK Trade Council and in this highly commoditised other industry associations that market has taken serious rigour, have been more than helpful. It is discipline and sacrifice. We not about just opening an office in a have an incredibly strong new location. It is about being able work culture. And it is not to expand the ‘Creativeland culture’ for everybody. It is a into that market. We are clear that great place for we will run multiple geographies passionate on a centralised P&L; that people. has its own complexities. We have no space for Is it a constant fight people who balancing ‘Raj the hide behind businessman’ and ‘Raj hierarchy and the creative guy’? other people’s I know my P&L almost talent. If you are really as clearly as I see a creative good at what you do, Creativeland idea. The creative guy and the is a very easy place to work at. If you businessperson in me never fight. are not, then God bless you. In fact, I consistently catch them doing a beautiful tango. They love “If you are really good at what you do, News articles around you each other and I don’t think they’d Creativeland is a very easy place to work and your agency get a want to live without each other. disproportionate amount of at. If you are not, then God bless you.” traction on our website. You’re Why don’t you have an overtly a person of interest, to put it new-age brand, like a dot com, in mildly. Why do you think you your stable yet? ‘greater good’ is. But I am pretty clear We also interviewed The Viral have so many detractors? Are you Majority of the dot com brands in that legitimising celebration around Fever’s Arunabh Kumar. Sure, the most misunderstood adman this country are leading a fund-to- ads created to win at awards is not my when it comes to ad budgets, out there? fund existence. They don’t believe idea of ‘greater good’. the disparity between TVCs and I have never been afraid to speak in long term brand building. They The most interesting thing his kind of digital content, is my mind. From my decision to quit are in it for the short run – sell and Goafest did this year was bringing laughable, but isn’t it wise for my last agency to start Creativeland, exit. To add to the woes, they seem someone like Raj Nayak on board. agencies to start viewing the likes to my actions that have kept me to have money for everything, be it I sincerely hope that with his clout, of him as a viable threat? competitive along the way, I’m media, technology, a swanky office, experience and radical thinking, he If you think like an ad agency, sure I’ve rubbed enough tall egos expensive hires… everything. But cleans up and weeds out some of the everything will look like a threat, and insecurities. I am not your when it comes to their creative brand wrong thinking out of it. whether it is another ad agency, a quintessential harmless nice guy. partners, they always play the ‘We are media agency, a below the line agency, Not all of them will love me or a startup and don’t have any money’ There are rumours about a digital agency, a brand consultancy, ignore me. There will be haters. card. Creativeland Asia getting Google, Facebook… anyone. And an online portal’s anonymous So, being creative partners to acquired by a large network. If you are clever and progressive, ‘comments platform’ is a safe haven them doesn’t make long –or short– Under what circumstance will you’ll spend less time worrying and to vent from. I don’t worry too much term sense to me. The only way the ‘For Sale’ sign go up in front more time extrapolating possibilities about whether people understand or I will work with a dot com is if of your door? in the new media landscape. misunderstand me. they are willing to part with equity I have been hearing these rumours As far as the likes of TVF go, brand All I know is that I have some or if they are willing to pay high for eight out of nine years. Almost integrations or in-serial placements amazing people around me who love valuation for my services. In fact, every large network has spoken (the primary source of revenue for and guide me unconditionally. I have we have just started working with a to us multiple times. Some have YouTube content creators) have been brought up with strong values couple of them on an equity swap made fairly generous offers as well. been there for years. Online digital around family, God, honesty and and incubation model. But I don’t really need the money content is not just the AIB/TVF goodness. I can be honest, shrewd, to do what I am already doing in type of content. I love the quality of stupid and intelligent in equal We interviewed Taproot the advertising and marketing content TVF creates, but it is a small measure. I am just balancing my Dentsu’s Santosh Padhi recently. communications space. Where I part of the kind of online content one karmas and walking my path. He thinks ad agencies that intend to take Creativeland in the can create around a brand. You are boycotted the Abby Awards business of creativity… I don’t know creating way too much hype around What about the advertising ought to re-embrace it for the how many of them will even have an the typical content they create. industry as it stands today worries greater good. Do you see yourself appetite or the vision for it. Generalising the disparity between you? participating in Goafest again? Those who know me well know television and online is not being fair Why are you trying to create more After all, it seems to have got part for sure that Creativeland Asia is not to the marketers. If there is anyone detractors in my life by asking these of its mojo back. for sale. I am all for investment. People evolving and exercising their choice big ‘industry type’ questions? I am Yes, I agree, ideally everyone who have invested in Creativeland, in of spends sensibly it is the marketers. just a simple creative entrepreneur should come together for the whatever way at whatever stage, have We are consistently approached by trying to live - and work - by my greater good. I am open to having seen disproportionately favourable marketers to create online content beliefs. n a conversation around what this returns. with budgets as high as those for [email protected]

afaqs! Reporter, May 16-31, 2 0 1 6 17 advertising ONIDA Turning to God In an ad campaign that promotes its latest range of air-conditioners, Onida introduces a new mascot. By Suraj Ramnath and Ashwini Gangal

et There be chill!”, says the latest Onida air-conditioner Lcommercial. That it resembles the Biblical line ‘Let there be light’ is no coincidence. Onida’s brand new mascot is God, the conceptual and visual polar opposite of its famous mascot from the yesteryears - the Devil. The campaign has been created by Zero:Zero Creative Solutions, a creative agency. In 2009, Onida dropped its then two-decade-old Devil mascot and accompanying tagline ‘Neighbour’s Envy, Owner’s Pride’, originally created by an agency called Nor does it lie in Advertising Avenues. The campaign bringing the old tagline that ensued at the time targetted back, he insists. Why so? the contemporary, urban couple; it “The Devil is dead and was created by McCann Erickson. cannot be resurrected. Down the line, however, the brand Envy is not an emotion brought the Devil back. that works with today’s About the current campaign, consumer. The best Kaushik Roy, partner, Zero:Zero brands and products are Creative Solutions, says, “...While all available to us, and we’re staying with the thought affordability is taken of pride (the current tagline is care of by e-commerce ‘Owner’s Pride’), we’ve decided to “This is not God; players. Nobody move from envy to benevolence. envies their neighbour We’re treating this as the it’s a play on that. anymore,” explains resurrection of brand Onida.” We wanted to get Srivastava. Srivastava, Abraham and Says Kumar Subramaniam, partner, consumers to talk Saji Abraham, Srivastava: mixed results Zero:Zero Creative Solutions, “... executive director, While the creative challenge was to about it.” Lowe Lintas, says, “It’s carry forward the brand’s disruptive NITIN NAVALKAR an interesting change way your brand philosophy, leaves tone and personality, we attempted to in strategy. Perhaps, the brand halfway there. Much create a personality that could be cool, there was some research like the new baseline ‘Owner’s techy and loving. The line ‘Let there questioning the longevity Pride’... it’s incomplete without the be chill’ captures the core benefit of recall value. If an agency is tasked of mascots, the extent of their ‘Neighbour’s Envy’ bit.” Onida ACs in an authoritative tone.” with resurrecting this brand, isn’t appeal to millennials and whether Suman Srivastava, vice-chairman Dubbing the new mascot a it a no-brainer to simply bring the envy is still worth pursuing as a and chief strategy officer, FCB ‘bionic man’, Nitin Navalkar, chief, Devil back in all his glory? strategy. The team probably wanted Ulka, says, “The Devil idea worked marketing communications, Mirc Prateek Srivastava, co-founder, to talk about the brand’s merits and in an era when Onida made TVs Electronics, (the parent company of Chapter Five Brand Solutions, personify the brand... hence, the that everyone drooled over. Now Onida), tells afaqs!, “We wanted a an advertising agency, says, “It ‘God’ approach.” that the products do not evoke character who represents Onida in (the new mascot) does break the He adds, “It’s an interesting envy, the Devil does not work as a very hi-tech, futuristic, innovative clutter, but looks gimmicky and approach, but unfortunately, a brand idea. Hence, it is wise to manner. This is not God; it’s a old-fashioned in its execution. poorly executed. ‘God’ has become let it go. Clearly, the brand needed play on that. We wanted to get another idea.” consumers to talk about it. We Was bringing in God a devilishly So, does the God idea work, wanted them to think - ‘Is this then? He answers, “I don’t think God?’, ‘Is this the Devil in a new clever idea on Onida’s part? that the brand has a compelling avatar?’... and that’s precisely what’s Also, unlike the ‘Devil’, which was boring while the Devil was hugely message to give. It’s trying to be been happening.” built on a sound insight, this one entertaining. ‘God’ preaches.... all things to all people. This ‘God’ The media mix includes TV, doesn’t seem to have anything the who wants that? Had they shown is a creative device to make the print, and outdoor platforms. consumer will connect with. The the Devil having a change of statement, but I don’t think this Devil was a great idea back then; in heart, it might have been in an will be remembered for too long. DOES IT WORK? comparison, the God avatar doesn’t interesting space. But, to take the It’s just another film that tries to We asked a few brand strategy seem to be that great an idea. But, Devil and make him God is a bit work hard and will have mixed experts to review Onida’s efforts. the solution doesn’t lie in bringing much. A 180-degree change in results.” n Onida’s Devil has a fair amount of the Devil back.” your brand mascot, and in some [email protected]

18 afaqs! Reporter, May 16-31, 2 0 1 6 INDIA TODAY GROUP ACCELERATING “DIGITAL” GROWTH

INDIA TODAY GROUP 8.71mn UUs

NDTV 8.17mn UUs

6.78mn DAINIK BHASKAR UUs

THE INDIAN EXPRESS 5.88mn UUs

5.67mn JAGRAN GROUP UUs

HT MEDIA LTD 5.63mn UUs

UU’S = UNIQUE USERS SOURCE: COMSCORE NEWS & INFORMATION CATEGORY, MARCH’ 16

For advertising queries, please write to us at [email protected]

Comscore_Afaqs.indd 1 12/05/16 5:49 pm media MTR FOODS Served Refreshed Integrated design consultancy Elephant has worked on the re-branding exercise. By News Bureau

TR Foods, an Indian heritage brand owned by Mthe Norwegian company Orkla Foods, which has been a synonym for appetising Indian food in an easy-to-use packaged format, has undergone a brand revamp with the launch of its new, contemporary logo and appealing visual identity created by the integrated design consultancy Elephant. The aim of the re-branding exercise, which targets the urban working woman, is to signify the change in the brand’s positioning The new logo signifies the change in from being a traditional brand to an innovative one, keeping in mind the positioning from traditional to innovative. changing tastes and preferences of its evolving target audiences and making As part of its growth strategy, the Sharma goes on to say that the it more relevant in the present day company has also announced the new brand identity represents the and age. And, its endeavour towards launch of a new e-commerce site company’s progress over the years, meeting this objective is evident called shop.mtrfoods.com, which while this is just one step taken by through its user-focussed packaging will offer consumers easy access to MTR Foods towards getting ready New (top) and old logo communication and design for the entire range of the company’s for the future. He also hopes that this transition of best practices and over 140 products and 350 stock- more than 140 products. brand revamp is taken positively by consumer insights. The launch of keeping units (SKUs) as part of its Emphasising on the need for consumers, and in the process, help the new brand identity reaffirms our re-branding exercise. re-branding, Sanjay Sharma, chief the brand retain its value even with symbiotic partnership and the path The new logo and packaging will executive officer, MTR Foods, the new identity. we are going to charter together.” be effective immediately, with the says, “Today’s consumers have Atle Vidar, executive vice- MTR Foods, an ISO 22000 new packs hitting the market in May. evolved both in terms of their food president and CEO, Orkla Foods, and HACCP certified company, Interestingly, only the brand logo has preferences, as well as consumption adds, “Over the last three years, is a subsidiary of the Norwegian been revamped as part of this exercise patterns. They prefer Indian food Orkla Foods has transformed into a conglomerate Orkla Foods. MTR while its tagline ‘MTR: Pure And but perceive it to be cumbersome leading Nordic branded consumer claims that its diverse product Perfect since 1924’ remains intact. and time-consuming. Our brand is company that will play a more active portfolio, which includes breakfast, Some of the products on which the flag bearer of innovative, easy- role in partnering the growth of lunch, dinner, snacks, and desserts, the new brand identity is visible to-make, nutritious and authentic MTR Foods. We are very proud to covers every meal and occasion by are MTR Sambar Powder, MTR tasting products that take away the be the owners of a brand like MTR blending authentic Indian flavours in Bisibele Bhath Masala, and MTR time dimension from cooking and and will continue to contribute to the modern formats. n Gulab Jamun. make Indian food more accessible.” growth of the brand with a seamless [email protected]

COLORS Marathi has consistently re-defined the entertainment landscape for Marathi audiences with its varied bouquet of shows and big scale New Avenues events, while staying rooted We have upped the ante by being the The three new HD channels will provide first to provide viewers with HD premium viewing experience. By News Bureau viewing experience.” Colors Kannada HD will be now crave.” present on platforms that offer olors has launched its “When we brought the regional Ravish Kumar - project head, HD services in Karnataka such three regional general GECs under the Colors umbrella, Colors Kannada, Colors Bangla, and as Siti Cable, Den and Hathway Centertainment channels we committed to raise the bar Colors Odiya, says, “Our aim is to Cable. Colors Marathi HD is being in Hi-Definition (HD) -- Colors on regional content. During delight our audiences everyday with launched on Airtel and Tata Sky. It Kannada, Colors Marathi, and this period, the regional markets entertaining and cohesive television will be rolled out on direct-to-home Colors Bangla. This is the first time have seen tremendous growth in viewing experience. This is another platform, as well as Cable later. that a regional GEC will add a HD consumer lifestyles. With the HD pioneering step in that direction.” Colors Bangla will be available channel to its bouquet. launch of our regional channels, we Anuj Poddar - project head, across all MSOs where DAS has Sudhanshu Vats, group chief are provisioning for the premium Colors Marathi and Colors been implemented. n executive officer, Viacom18, says, viewing experience that the markets Gujarati, comments, Colors [email protected]

20 afaqs! Reporter, May 16-31, 2 0 1 6 Powered by

MY FM INTERVIEW RADIO A GAME CHANGER

NIMA NAMCHU CHIEF CREATIVE OFFICER HAVAS WORLDWIDE

“Radio deserves the same importance we give to a TV commercial.”

Mehrasons. We launched their Enchanté areas can look at leveraging Collection of gold jewelry on Radio and through radio advertising? supported by print. From what I can Over the years, marketers have reduced recall, I had a blast writing the spots and spends on brand advertising considerably recording them with Shantanu Moitra and and shifted focus to communication Sonam Kalra. that’s designed to meet more short term targets. I think with the cost advantage How do you analyze the success that Radio offers, marketers can use of a Radio Campaign? Radio to communicate their brand values If your spot comes on and a hand doesn’t for longer periods of time. reach out to switch to another station, you have a good thing going there! How does your approach change when creating According to you, how advertisements for Radio in a important is a good script particular campaign? in making a radio campaign The first thing I do, is listen to all that’s successful? playing on the Radio at the moment. And The script is the most important thing. then think of what would stand out in the The rest is only there to add value to it. clutter. At what time of the day is he or Even Mr. Bachchan’s voice can’t save a she likely to hear the spot? What state of Tell us about your favorite and print. weak script. mind is he going to be then? Would a joke campaign? What mediums I think billboards are the toughest. Most be appropriate? Or a serious tone? After were used to execute it? people think of a billboard as a static How can a marketer leverage all that is worked out, I always try and talk My favorite campaign till date is the medium but the fact is, the person whose radio as a medium to reach out to one person. Khushiyon ki Home Delivery we did for attention you are trying to grab is moving. to his target market? Domino’s Pizza Mania. It ran from 2008 To grab his attention, you have to say a lot First of all, I think we should all- not How do you see the growth of till 2012 and in that time, we ended up while using just a few words or a visual. just the marketers- stop treating it as a Radio industry in India? making so many films that what started And to say it well isn’t a cakewalk. reminder medium. The medium deserves While there has been a huge surge of out as a campaign for a specific product Quite often, I evaluate the strength of the same importance we give to a TV stations and programmes, it sometimes almost ended up becoming the brand an idea by seeing how it would look on a commercial. It doesn’t mean we have feels like the television industry – there campaign. billboard. Billboards force you to discard to raise the production budget (maybe is not much differentiation in content The medium of choice for the brand was anything that’s inconsequential. If you a little bit), but how about writing and or appeal. Radio has its own version of Television. strip away everything and the idea still evaluating for Radio with the same rigor? saas-bahu-titis, which is why the listener works, it’s good to go. changes the channel the moment the Which medium do you consider Its effectiveness and ability wrong song comes on air. the easiest to devise campaigns Please tell us about a campaign to reach out to the masses However, there are a few stations that for? Which one is the toughest? where you used Radio as a in tier II and III cities have are trying to carve a personality and Every medium is as easy or as tough medium. always attracted marketers appeal. I think if all broadcasters head depending on the circumstances. Having Back when I was young writer, I worked towards it.. Any other benefits that way, Radio can be a very vibrant said that, I find it easier to crack a film on a campaign for a local jewelry brand – that marketers targeting these medium. advertising RADIO CITY Bridging the Gap The first leg of ‘Candy Class’ is being held in Mumbai’s Dharavi. By Aditi Srivastava

oing to school and getting the concept behind this activation. At the end of the session, all future-ready by learning This was followed by the first on-air the children who participate in the Gnecessary life skills, which class that took place in Dharavi on activity receive a free complimentary includes a basic level of spoken Sunday, April 24, at 4 pm, followed candy from the candy vendor. This English as well, is something almost by a second class on May 1, at the translates into a total of 30 candy taken for granted by most of us. But, same time. The classes are expected sellers who carry 50 candies per for children born and brought up in to continue for some time. cycle (priced between Rs 2-3), and a city slum area such as Mumbai’s Speaking about the initiative, distribute the lot among eight to 12 Dharavi, this continues to be a distant Abraham Thomas, chief executive kids. dream. officer (CEO), Radio City 91.1FM, “What’s really interesting is the Realising the need and importance says, “Candy Class is an ambitious way this initiative brings together the of spoken English which is perceived project and we have rolled out power of radio with the cycle candy to be an economic enabler in society, the first phase. Dharavi is one of vendors for a common purpose. and a skill that distinguishes slum Mumbai’s largest slums and seemed Candy Class is not elaborate, does children from the rest, is Radio City to be the right place for the project not require huge infrastructure and 91.1FM’s ‘Candy Class’ project. to take off.” investments, yet is incredible when Conceptualised and executed in Thomas says that keeping in line you consider the economic and social collaboration with Grey group India, with the music channel’s tagline implications of speaking the language the project aims to bridge this gap ‘Rag Rag Mein Daude City’, the in a country such as ours,” opines between children in the slums and those better-privileged. Radio City claims to reach out The project will be promoted in 10 to more than 99 per cent of India, a country which has approximately 30 other cities in the country. million children living in slums. The project is an endeavour to give back Sandipan Bhattacharya, chief creative Thomas and Bhattacharya: the initiative aims to impact 3,000,000 to Mumbai in a special way. “Using officer, GREY group India. power of radio children nationally, the company the power and reach of radio to make The candy vendors received says in a press release, which is why a difference to the lives of these briefing about the activity prior to also joined hands to help create a the project is being promoted only children may help them gather a life the commencement of the initiative sustainable model for the activity through the medium of radio. skill that they may not otherwise be conducted by volunteers from which will aid in scaling up the ‘Candy Class’, a one-of-its-kind fortunate enough to get,” he says. Radio City 91.1FM and Grey Group project in Dharavi. radio-only initiative, has set a clearly Radio Jockey (RJ) Archana, the India. Around 20 candy vendors The project which has received demarcated role behind its thought lead RJ for Radio City, Mumbai, were provided with FM receivers an encouraging response in its first - to let the radio station, the creative broadcasts the programme every and megaphones while the rest of phase stands to be scaled up across agency, cotton candy vendors, and Sunday at 4 pm, and helps slum them carried their own transistors. 10 other cities in the country where slum children, come together for a kids aged between 5-16 years to Additionally, the vendors have also Radio City has a marked presence. common cause, which is to equip learn simple, yet effective terms been directed to park their cycles The initiative will also be amplified these kids with basic English speaking and phrases in English by plugging in specific localities every week at a by way of on-ground promotions skills to ensure better livelihood in a specific programme capsule. certain time for a specific amount of and special activities for children, prospects for them. Children are expected to repeat the money paid to them as an incentive. to be conducted in slum areas by The promos for the initiative, terms in Hindi, followed by English, To add to it, Acorn Foundation radio jockeys and members of slum which went on air on April 23, after the RJ has spoken them out India, a registered charitable trust, localities. n gave an introductory insight into aloud. affiliated to Acorn International, has [email protected]

22 afaqs! Reporter, May 16-31, 2 0 1 6 presents campaigntrail New campaigns across television, print, out-of-home and digital media. VIDEOS

Rag rag mein Daude city. Fm bole toh

THE MOST AUDACIOUS AD planetradiocity.com/AUDACITY

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TVS MOTORS SYMPHONY The two-wheeler brand’s digital ad film ‘A salute to the The air cooling solutions brand has rolled out a TVC which stars behind the stars’ celebrates the ‘behind-the-scenes’ promotes the brand’s air coolers with iPure technology as faces of the cricketing world even as it promotes its two the perfect way to fight air pollution caused by heat and APPY FIZZ models, TVS StaR City+ and TVS Sport. dust during the summer season. The TVC featuring film actress Priyanka Chopra Creative Agency: McCann Creative Agency: DDB Mudra West positions the brand as a contemporary one through its new visual identity and packaging design. Creative Agency: Sagmeister & Walsh

ITC XIAOMI UBER The multi-business enterprise’s latest TVC ‘Sunfeast The Chinese handset brand’s first-ever Indian TVC for The cab-hailing service’s ad film, #KeepMumbaiMoving, Farmlite Digestive All Good’ informs how the brand’s its variant, Redmi Note 3, highlights its association with salutes India’s financial capital Mumbai. biscuits with no maida and no added sugar scores brownie e-commerce platform Amazon. points over the ordinary digestive biscuits. Creative Agency: FCB Ulka

PRINT UNIVERSAL SPORTSBIZ Film actress Shraddha Kapoor is seen endorsing the celebrity fashion line’s print campaign ‘Conquer’, the aim of which is to AMUL empower women Amul, the dairy cooperative brand rolled out another to explore the topical, ‘Uttar devastation’, a spin-off from the recent unknown and forest fires in Uttarakhand. conquer their dreams. Creative NESTLE a+ Agency: Fisheye Creative Solutions The nutrition, health and wellness company, in its latest print ad ‘Indulge in a healthier snack’, promotes the company’s Grekyo brand of Greek yogurt.

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

afaqs! Reporter, May 16-31, 2 0 1 6 23 advertising DOVE No Holds Barred The brand, that famously advocates ‘real beauty’, has launched a campaign that, once again, attempts to break the conventional ‘rules of beauty’. By Ashwini Gangal and Suraj Ramnath

f beauty means skinny, young, fair women with straight, long, Iflowing hair, what are dusky, chubby, aged, bespectacled women with short, curly hair doing in Dove’s latest ad campaign? Breaking the rules of beauty, that’s what. The personal care brand from HUL takes all the conventional notions of beauty and flips them around in its latest multi-media ad campaign, one that makes a strong case for ‘real beauty’. The idea is to celebrate the “diversity within beauty” as film maker Pan Nalin, who has captured the images and videos for the campaign, puts it. Ogilvy has created this campaign. Globally, Dove is known for its strong stance on real beauty. This time, through digital platforms like Twitter and Instagram, the brand invited consumers to be a part of the campaign. The copy reads: “Be part of our real beauty movement. Inspire others by sharing your beauty... Join the conversation and upload your photo on Instagram or Twitter using the hashtag #RealBeauty. Share your #RealBeauty” and “When it comes to your body, love the one you’re with.” So far, we’ve spotted these creatives on billboards and online. As far as the latter goes, the brand has also released short behind- the-scenes videos on many of the women featured in the campaign.

BEAUTIFUL EFFORT? on outdoor. I feel nothing impacts girls who are fat don’t care. They in these ads, the girl says ‘no’ to Ritu Sharda, senior executive like a big hoarding does. It’s the are achieving things. They are marriage and tells her dad she wants creative director, BBDO India, ‘big screen cinema’ feeling. And, confident and that is what comes to wait for three years, become says, “It’s beautiful. I would not I definitely think, it’ll make our across as beauty...” capable and then get married. Ads venture into calling anything cities look beautiful.” She adds, “Today, we are all for fairness creams today, are more unconventional, as there is a danger Prabha Prabhu, former chief proud of being Indian and of about the glow, than about the of unconventional becoming the executive officer, Madison BMB, wearing our own Indian stuff. colour.” new conventional now. There is says, “The campaign is fantastic. It Even in marriages, everything is When talking about the ideal something so beautiful in every media platform for creatives like face, each glowing with pride -- The brand’s latest multi-media campaign these, Prabhu differs from Sharda the pride of being happy with who though. “The medium these ads you are. No wonder, everyone is makes a strong case for ‘real beauty’. should be on is digital.... one will smiling. There are no pouts and no need some explanation as to what cheeks sucked in, nor noses pulled reflects women of today, who don’t changing. Earlier, beautiful meant the ads are about, and that’s not in. In fact, there is someone with have to be fair to be confident and fair. Today, that is changing. Even possible on outdoor. Typically, her eyes shut who says her eyes are that is very clear. It’s about what in advertising, there was this trend there’s just one short line and some her best feature. It’s a nice way to you are, what you are achieving, earlier - the girl turns fair just by pictures on a billboard. Digital is take the campaign forward.” what you are capable of... Dove using the fairness cream, the boy perfect - and today, age is no bar for About the media plan, she adds, has done a fabulous job... even the comes to see the girl, he likes her women on digital,” she says.n “I would put these beautiful faces fat girl is not conscious. Today, and they get married. But today, [email protected]

24 afaqs! Reporter, May 16-31, 2 0 1 6 jobswitch

Post: Sr. Copywriter (English) Exp :6 to 8 yrs. Profile: Being the client Interface execution. Developing multi-media Company: 3 Dots Design Location: New Delhi and coordinating jobs on a daily advertising campaigns and other Profile: Naturally creative Email: [email protected] basis, having good communications brand communication material. and passionate about the job ...... skills which translate into writing Lead the effort with the team in (communication/advertising) Ability creative brief.Ensuring optimum creative brand development. to understand brief/requirements Post: Social Media Executive traffic flow to facilitate creative Exp: 3 to 6 yrs. and quickly crack ideas High sense Company : 3 Brothers & Fils processes and supporting areas of Location:Mumbai of responsibility towards deadlines Profile: Maintains excellent writing functioning. 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To view other jobs in Marketing, an intellectual level Ensure good Profile: We are looking for Sr Art Media and Advertising, log on to: www.jobswitch.in quality creative work consistently by Post: Content Writers Director & Visualiser (both) Art providing high quality inputs to the Company: Stark Communications Director : Will be responsible Join us on : facebook.com/jobswitch creative team Pvt.Ltd for Ideation, design and creative

afaqs! Reporter, May 16-31, 2 0 1 6 25 people

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

ADVERTISING DIGITAL ates CHI & Partners has appointed Naveen OOQ, a premium video-on-demand BRaman as senior vice-president, advertising. Hservice, recently announced the Raman will operate from the agency’s Bengaluru appointment of Manish Kapoor as the brand office and will handle accounts of companies head of its India operations. Kapoor will further such as Dell, the Embassy Group, Future Group push the company’s goals to get India hooked brands such as Indigo Nation, Scullers, Jealous to HOOQ by revolutionising the video-on- 21, as well as Flipkart’s Sellers’ market, Wipro, demand (VoD) service landscape in India. Mahindra Retail’s BabyOye and Pearson India. Prior to joining Bates CHI & Partners, he worked at Homelane.com, a fixed furniture and interior design space start-up as associate vice-president, MEDIA marketing. NAVEEN RAMAN DILEEP ASHOKA elios Media, a revenue monetisation McCann Erickson has announced the Hcompany for content owners, has appointment of Dileep Ashoka as head of South faculty for learning skills. He went on to become announced its re-structuring. Raj Shrivastav India operations. He was earlier senior vice- the co-founder of Goodhands Eldercare in July will lead the Living Foodz and Brand Chef president and general manager at the agency where 2013, a company that caters to ensuring the well- business as national head. his scope of work included managing the agency’s being of the elderly. While Rahul Jaiswal will lead MTunes, Bengaluru operations. He had quit the agency in Ashoka has worked with Contract Advertising EPIC and Fakt Marathi in the Northern and 2011 for personal reasons. and Ogilvy & Mather in the past. Some of the Western regions, Avnish Bhagat will do so for After having moved on from McCann Erickson, brands he has worked on include TVS, Britannia, the Southern and Eastern regions. n Ashoka joined Rishi Valley School as visiting Tata Tea, ITC Foods, Levi’s and Titan Eye+. n MARKETING laxoSmithKline’s (GSK) Pandey as vice-president, marketing. GBhavana Mittal will be Pandey will push Dr. Oetker’s growth joining RB India as regional digital plans in the Indian market. She will and media manager. In her new also drive the launch of the brand’s role, Mittal will be responsible international categories in India. Based for RB India’s media services, as in Delhi, Pandey will report to Oliver well as its digital platform. An Mirza, managing director and CEO. IMT Ghaziabad alumnus, Mittal She joins from McCain Foods where was with GSK for more than six she was general manager, marketing, years. She joined the company and worked towards brand-building, as as general manager, commercial well as making the frozen potato snacks procurement and media. She was BHAVANA MITTAL ANURITA CHOPRA GUNJAN PANDEY category in India. later promoted to the post of head Fiat Chrysler Automobiles (FCA) of media, Indian sub-continent, and in the last Nokia India. Chopra has earlier worked with India recently announced a senior-level addition one year, she was head of media and CSR, Indian PepsiCo and Hindustan Unilever as manager, to its core team with Rahul Pansare joining as sub-continent. marketing, for in-home snacking (Kurkure), and the new head of marketing. The appointment GSK Consumer Healthcare has appointed brand manager, Bru coffee, respectively. Based is significant as FCA gears up for the launch of Anurita Chopra as area marketing lead, oral in Gurgaon, she will report to , its version of JEEP in India, with plans for the health. She joins GSK Consumer Healthcare managing director, GSK Consumer Healthcare, next generation of Fiat products. Pansare has vast from Philips India where she was business for the Indian sub-continent. experience in his respective functions, and joins head for the personal care category. Prior to Dr. Oetker India, a popular supplier of FCA India after having worked extensively with that, she was category head, mobile phones for Western cuisine to India, has roped in Gunjan global automobile corporations. n

26 afaqs! Reporter, May 16-31, 2 0 1 6