September 16-30, 2014 Volume 3, Issue 8 `100 14 SOCIAL MEDIA 7+(1(:

,1)/8(1&(5 DEFINING MOMENTS How to influence people and help brands! Amitava Sinha Rediff’s people’s person That is the kind of person brand marketers looks back on his career. are looking for online. 20

FACEBOOK Bandwidth Targeting Advertising based on network strength. 6

KAMASUTRA Art of Making Love The new campaign dances its way to new positions.

NESCAFE Cafe Stutter 12 DBS BANK A New Love Story 16 LIFE OK 26 Dare to Dance 30 TATA GOLDPLUS The Grand Push 38

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This fortnight... Volume 3, Issue 8 come from the old school of journalism. Here, editorial and sales have nothing to do with each other on a day-to-day basis. Obviously, the editorial direction is EDITOR I Sreekant Khandekar

September 16-30, 2014 Volume 3, Issue 8 100 determined by the larger business imperative but trade-offs between sales and edit ` 14 PUBLISHER SOCIAL MEDIA are taboo: we won’t do an article on a brand simply because it advertises with us; Prasanna Singh conversely, we won’t stop writing about a company because it doesn’t spend on our site. 7+(1(: DEPUTY EDITOR

,1)/8(1&(5 DEFINING MOMENTS Ashwini Gangal How to influence people and help brands! Amitava Sinha Many find this old fashioned. They can’t understand why the reporters shouldn’t Rediff’s people’s person That is the kind of person brand marketers looks back on his career. are looking for online. 20 write what is good for business. Don’t they want salaries, increments? Then why not SENIOR LAYOUT ARTIST Vinay Dominic do what the advertiser wants? PRODUCTION EXECUTIVE FACEBOOK Bandwidth Targeting Andrias Kisku Advertising based on There are good reasons why editorial and sales are kept apart in media companies. network strength. 6 At an ethical level, readers have a right to know what is objective reporting and what ADVERTISING ENQUIRIES has been paid for (and is, effectively, advertising masquerading as editorial). At a Naveen Arora (0120) 4077803, 4077866

KAMASUTRA Art of Making Love business level, a media brand gets its life-force from its credibility and that must be Noida The new campaign dances its way to new positions. NESCAFE protected. Cafe Stutter 12 Pradeep Hegde DBS BANK A New Love Story 16 (022) 40429702-5 LIFE OK 26 Dare to Dance 30 What has all this got to do with the new influencers, the subject of this cover story? Mumbai TATA GOLDPLUS The Grand Push 38 The social media explosion has thrown many individuals as experts on the digital [email protected] centre-stage. Each of them has a following because they know the subject they are MARKETING OFFICE writing about. Besides, they have credibility – their followers believe that what they are B-3, First Floor, Sector-4, saying is being said in all honesty. Noida-201301. Tel: (0120) 4077800. Now, brands want to influence the influencers. Just as they use celebrities to say nice things about their MUMBAI brands, they’d like these digital opinion makers to discuss their products. Do these influencers admit to their 501-502, Makani Center, 5th Floor, Off Linking Road, Bandra (W), followers that they are being paid – in kind or cash – to discuss products or services? Generally not. Mumbai - 400050 Tel: +91-22-40429 709 - 712 How would you react if you learnt that the movie or product reviewer you’ve revered has actually been paid SUBSCRIPTION ENQUIRIES every now and then to say the good stuff? Not very well, I imagine. Akhilesh Singh (0120) 4077837 These are early days and there are no accepted standards of ethics. In any case, since these individuals are [email protected] scattered and independent, getting a code of sorts in place will be hard. It is in the interest of both influencers Owned by Banyan Netfaqs Pvt Ltd and and brands to arrive at some norms of transparent behaviour with digizens. Or else, sooner or later, I can Printed and published by promise that there will be backlash against both – the ones who buy influence as well as those who allow Prasanna Singh, at 7-A/13, Ch. Ratan Singh Complex, themselves to be bought. Jawala Heri Market, Paschim Vihar, New Delhi-110 063.

Printed at Cirrus Graphics Private Limited B-61, Sector 67, Noida (U.P.), 201301 Sreekant Khandekar Cover Illustration [email protected] Vinay Dominic CONTENTS 36 42 PLUS

FREECHARGE AFAQS! EVENTS Value for Money 10 TV.NXT IAMAI The TV business and where it is headed. A Good Times Ahead 16 round-up. MSN New Face in India 18 INTERVIEW 8 34 Sunil Kataria TO THE NEW Godrej’s COO talks about 24 premium-ness and health. Round Table STAR WORLD PREMIERE POINTS OF VIEW 32 Anniversary Edition 34 Football COKE BIGG BOSS With the ISL round the No Formalities At All Next Season Cometh SONY corner, will advertisers bite Coke positions itself as a Advertisers are ready for 38 the football bait? social drink. Season 8 of Bigg Boss. Home Stories

afaqs! Reporter, September 16-30, 2014 5 $'9(57,6,1* KAMASUTRA The Art of Making Love In its latest TVC, KamaSutra Condoms attempts to play up different sex positions through a sensual dance sequence. By Ashwini Gangal

fter a communication hiatus of four years, KamaSutra, the condom brand Afrom JK Ansell - a 50:50 JV between the Raymond Group and Ansell International, an Australian company - has launched a national campaign. At the heart of this campaign is a minute-long ad film that features a dancing couple. Through their steamy choreography they bring out different sex positions, à la Kamasutra, ancient Indian erotica. The film ends with a super that reads: ‘The art of making love’. The TG comprises men between 18 and 35 years, from SEC A, B and C. The focus, of course, is on the younger lot or the “new entrants into the category” as the brand team puts it. strategic design and innovation consultancy, the We asked Ranju Kumar Mohan, director and film is “a well-choreographed dance.” That the business head of JK Ansell, about the brand’s dance is layered with sex positions is not clear to him at all. “It’s not a bad ad, but it has nothing that I will “Consumers recall... nothing stands out. In fact, the film may readily associate not even tell me it’s a condom ad,” he says, but KamaSutra, is quick to add, nevertheless, “It’s certainly one 60 Seconds’ will be displayed along with a QR of the better condom ads today. It has more class the brand with code, which, when scanned, will take people to than Durex’s Do The Rex film with Ranveer Kamasutra, the the brand’s website and eventually, the ad film. Singh and Manforce’s ads with Sunny Leone. This one’s definitely about quality over sleaze.” text.” TITILLATED? The ad, Roy opines, is more sensual than RANJU KUMAR he first reaction of Krishna Padhye, sexual, and the dance, he feels, is “very Western MOHAN Tmanaging partner, creative, Utopeia, a brand Salsa-isqué,” something quite far from the marketing consultancy, was: Is this a condom ad Kamasutra heritage of India. “This ad,” he or a deodorant ad? “Today, communication for reasons, “probably caters to the more intelligent, absence from mainstream media and the timing mature part of the audience.” of this marketing effort. “For the past four years, The steamy choreography Vinay Kanchan, independent brand consultant we were focused on regional campaigns, press and creative thinking trainer, says, “If there’s and digital ads,” he says, “The brand was doing attempts to bring out any brand that has shaken this otherwise silent well; the product extensions were doing well... category, it is KamaSutra,” referring to the but then we realised that we were losing a bit of different sex positions, as brand’s famous launch film (1991), featuring the core mother brand. That’s when we decided depicted in Kamasutra. Pooja Bedi and Marc Robinson. The tagline to launch a campaign around it.” then was ‘For the pleasure of making love’, a Mohan adds that his market research revealed most deodorant brands falls within this kind of stance that made people think of the product in a that consumers readily associate KamaSutra, territory. So, that was a bit confusing for me,” context other than that of safety and protection. the brand with Kamasutra, the ancient text. he says, adding about the execution, “The film About the current ad, he says, “Given the “That’s when we thought of linking the two and has high production value and is aesthetically word ‘Kamasutra’, it would have been better to launching a campaign around sex positions,” he shot.” have an Indian dance instead of a Western one; explains. The brand, he infers, is there’s a bit of a disconnect there.” Besides the 60 seconder, clearly trying to appeal to the Even so, Kanchan points out, “In most 10 second edits will be aired youth. Padhye, adds, though, condom ads, the actual ritual of love making is as well. Besides YouTube “More than anything else, understated. But this ad puts the ritual right the and social media, the digital they seem to have focused centre of things.” leg of the effort includes a on shooting it artistically He cautions, “Just this ad is not enough. It QR code campaign across and making it look crisp. could easily pass of as a film for Jaquar bathroom malls, retail outlets, outdoor Something’s missing - fittings! So the ad is just the starting point. hoardings, taxis and bus perhaps more glamour.” The strategic opportunity lies in generating panels. At each touch-point, To Shouvik Roy, conversations around the art of love making.” „ the line ‘Learn KamaSutra In director, Elephant Delhi, a [email protected]

6 afaqs! Reporter, September 16-30, 2014

$'9(57,6,1* COCA-COLA No Formalities At All

Coca-Cola moves ahead of its ‘Open Happiness’ proposition and Kinley Club Soda and BURN. The company, urges consumers to adopt the drink as a perfect one for ‘social along with its bottling partners, has a network of over 2.2 million retail outlets. Its major competitor gatherings’. By Saumya Tewari is Pepsi.

n many families, the arrival of guests or relatives CASUAL AND COOL means that the lady of the house gets down to ur experts believe that while the thought Ibusiness. She spends long hours preparing Obehind the commercial is well placed, the snacks and beverages for them. The act of being execution could have been smoother. Amit Akali, a good ‘hostess’ - or being ‘formal’ - makes her former NCD Grey Worldwide notes that as a miss out on interesting conversations. Taking a race we have moved away from being formal and cue from this, global beverage giant Coca-Cola’s stuck-up to being casual. “We take a lot of liberties new campaign, ‘Formality Hatao, Coca-Cola with friends and family that we probably didn’t pilao’, propagates the proposition of ‘celebrating earlier. And it’s nice that someone’s portraying that togetherness’ with an old couple as protagonists. in advertising,” he says appreciating how informal Executed by McCann Erickson, the film opens and casual the old couple is portrayed as. with the couple in question paying a visit to their According to Akali, ‘Tumse milne aaye hai, niece’s home. The visibly disturbed husband (who tumhare kitchen se thodi’ is a statement ‘all of us is the maternal uncle of the girl) tells his wife that The ad may also hint at keep saying to the host or have people telling us whenever they visit their niece, she becomes too when we go overboard in our kitchens.’ He feels formal and ends up spending most of her time in the increasing acceptance that the brand could have been weaved into the the kitchen preparing dishes. His wife assures him story more naturally. “The lady carrying a bottle of that this time will be different. of the carbonated beverage coke to someone’s house is a little forced,” he adds. The girl welcomes the couple asking them to Meanwhile, Ramanujam Sridhar, CEO, sit while she quickly whips something up. Instead, among elder consumers. the old lady makes her sit and takes out a bottle of Coke announcing, ‘Aaj se no formality’. The maternal uncle quickly adds ‘Tumse milne aaye hain, tumhare kitchen se nai’. The film ends with everyone enjoying a glass of Coke and chatting with each other.

THE ALTERNATIVE DRINK? vidently progressive, the campaign clearly is Ean attempt to increase the consumption of Coke at home. Featuring an old couple carrying a bottle of Coke may also hint at increasing acceptance of the carbonated beverage among the elder consumers. There is one argument that Coke’s latest ad positions itself as an ‘alternative’, if not ‘replacement’, for popular beverages like tea and coffee. Debabrata Mukherjee, vice president - marketing & commercial, Coca-Cola India, says that the new campaign highlights the importance of having ‘spontaneous conversations’ with loved Ever since its re-entry in the Indian market in Brand-Comm believes that there is nothing earth- ones. He explains that occasions like family 1993, Coca-Cola has expanded its portfolio with shattering about the ad and it uses the old concept reunions, casual get-togethers with friends and offerings that have grown to include Diet Coke, of family occasion or social gathering. In terms other impromptu gatherings are often marred Thums Up, Fanta, Limca, Sprite, Maaza, Minute of strategy, Sridhar explains, Coke’s rival Pepsi by the burden of ‘formality’, which reduces the Maid range of juices, Georgia and Georgia Gold always had a ‘youth centric’ proposition. A brand joy of socialising. “This holds true for almost range of hot and cold tea and coffee options, meant for the youth or the young at heart. Even every Indian household. Through the campaign, Kinley and Bonaqua packaged drinking water, its brand ambassadors have been youth icons Coca-Cola will be seen championing the cause like Sachin Tendulkar, Shahrukh Khan and now of spontaneous, real social interactions between current hearthrobs like Ranbir Kapoor or Virat people,” he notes. “Coca-Cola is Kohli. The TVC has been created by team McCann championing “Globally, Coke has been a market leader. led by Prateek Bhardwaj with guidance from the cause of Therefore, it has always relied on self promotion Prasoon Joshi, and directed by Nikhil Rao of Jamic and strong distribution networks. So, unlike Pepsi, Films. In addition to mass media, the integrated spontaneous I believe there is no clear long-term strategy of communication programme will be extensively social interactions Coca-Cola,” he notes. According to Sreedhar, leveraged through social media, radio and point suggestions about Coke trying to enter the tea/ of sale merchandise. Coca-Cola India will soon between people.” coffee space are ‘ambitious statements’. “I do be rolling out the special Coca-Cola Festival gift DEBABRATA not think Coke can make a dent in the tea/coffee packs which will include the unique Coca-Cola MUKHERJEE drinking space,” he asserts. „ bell glasses. [email protected]

8 afaqs! Reporter, September 16-30, 2014

$'9(57,6,1* FREECHARGE Value for Money The online recharge platform, in its maiden TV campaign, positions itself as an ally for the youth offering coupons and offers on every recharge. By Saumya Tewari

SAVINGS COUPONS and mobile) has been well received run Iyer, national creative by users. The whole campaign, he Adirector, Lowe Lintas says the points out, revolves around cou- campaign highlights the fact that pons as a concept. “The young today’s generation is responsible boy eating burger and French fries and understands the value of is indicative of McDonald’s cou- money. “The campaign aims to pon, another youngster sitting in a connect with the consumers on an movie hall indicates a PVR coupon emotional level. The FreeCharge he availed through the website or app provides maximum benefit to the girl flaunting her shoe collection its users,” he states. The last scene shows coupons from e-commerce of the campaign, Iyer believes, has websites,” he says. been executed metaphorically where FreeCharge works with 140 parents listening to why they should brand partners from food & bever- let their children use FreeCharge. ages (McDonald’s, Barista, Costa, For Alok Goel, CEO, FreeCharge, KFC, Pizza Hut), online shopping sites (Flipkart, Myntra, Jabong, aise kya ped par ugte hain?’ is Amazon), travel and apparel play- a classic one-liner doled out ers. These coupons can be used to Pby parents often to justify the save money when customers eat out, control of what they consider waste- watch movies, book travel tickets, ful expenditure. FreeCharge, the shop online, visit a salon, go gam- mobile commerce company, weaves ing, pick up books, music or grocery. its TV campaign around the insight Goel explains that, in India, there that youngsters are often reprimand- exist two types of coupon models - ed for being reckless and spendthrift online and offline. by parents. The campaign features “We have some exclusive deals a bunch of youngsters explaining to with offline players like McDonald’s, their parents why it is sensible to The ad ends in a classroom Costa Coffee and PVR, where we are recharge online through the plat- where the parents are sitting when trying to pioneering this model and form, which rewards user in the a boy holding a smartphone walks offer the best deals to our users,” he form of coupons equivalent to the in saying, “You put so many charges explains. FreeCharge targets people amount of recharge payment they on us but just one transaction on between 18 and 34 years of age hail- make. FreeCharge frees us from all the ing from the top 15-20 cities. The Executed by Lowe Lintas, the charges of being spendthrift.” For platform claims to have 10 million minute-long film is a montage of every recharge done on FreeCharge, registered users. young girls and boys in their regu- the company gives customers dis- According to Goel, the mobile lar hangouts recreating their parents’ count coupons from food joints and Goel (l) and Iyer: Recharge Points medium is driving sales for the plat- one liners like ‘Tere papa ka naam popular retailers, equivalent to the form with 70 per cent of transactions Bambani hai, Ambani nahi’, ‘We’re mid- recharge amount, delivered to their the time was ‘apt’ to launch a televi- dle class people’ or ‘Why can’t you save?’ mobile, inbox or even doorstep. sion ad since their platform (online FRQWLQXHGRQSDJH>>

on Google’s most ambitious projects, has been VIRAL NOW working on drone devices for the last two years. The tech major recently posted a video on its YouTube channel featuring a prototype of a drone Google Spreads its Wings in Queensland, Australia carrying out some test flights. In Australia, Google has already made The search giant is developing the drone delivery technology to deliveries to locals (farmers) - including shipments transform the way goods are delivered. By Saumya Tewari of candy bars, dog treats, cattle vaccines, water and radios. here may come a time when a home However, the company clarified that it will be delivered product comes not with the a few more years before the system is ready for Tdelivery man, but drops out of the sky into commercial use. your hands. Google is working on transforming The video showcases an early version of the the way goods will be delivered in future with drone having a 1.5 m-wide wingspan and capable airborne drones capable of flying on their own and of flying pre-programmed routes. The test run delivering anything from candies to medicine. shows a man ordering dog food, which the Google The global search giant has been developing a drone delivers smoothly. Posted on August 28, the delivery system that uses self-flying vehicles under video attracted 1.3 million views in two days. „ Project Wing. Google X, the division that works [email protected]

10 afaqs! Reporter, September 16-30, 2014

$'9(57,6,1* NESCAFÉ Café Stutter With 6,90,700 (and counting) views on YouTube, the latest ad film for Nescafé has also fetched a fair amount of attention on Facebook and Twitter. By Ashwini Gangal

hat’s the biggest strength Rohit Malkani, regional creative of a standup comedian director, Publicis Singapore, says, Wwho stammers? “Sss... “Contrary to the way I like my coffee ssus..suss...suspense,” goes Rishi, I found the film, light and sweet. But the protagonist in Nescafé’s latest ad just like my coffee... it’s uplifting. film, created by McCann Erickson. A The brief was perhaps in the space of crowd full of well turned out young ‘What new thought did your coffee adults - perhaps the core TG - cheers spark off today?’” him on as he gets on with his act, About the format of the film, weaving facts about his disability into he adds, “The construct is like a it. TVC, but the duration leaves me Working the main product feature wondering whether it borders on into the higher order benefit of branded content. Maybe this effort tenacity, the comedian’s act ends with is just a little short of great branded the words, “Thank God for coffee... content, but is a nice step in the right Isne mujhe lagaye rakha (kept me direction.” going) aur aapko jagaye rakha (kept But in any case, this sort of part you awake)...” The film ends with the TVC-part branded content film, he super, “It all starts with a Nescafé.” opines, says a lot about the way The Twitter hashtag #ItAllStarts marketers are approaching their has helped turn this film into the talk communication these days. “There of the virtual town over the past few is a brave new world out there and days. The film has been directed by some marketers are happy to embrace Vinil Mathew, who recently directed it. This film will give the brand a the Bollywood movie Hasee Toh contemporary flip and get people Phasee. Mathew has also directed talking about it,” analyses Malkani. Airtel’s recent ad featuring Rakul SUSHIL KUMAR He smiles a cautionary note, Preet Singh. Dhyani, Malkani and Sengupta: Tasting the Coffee though, “I hope they are doing more Recall that in the recent past, Nescafé’s ads “The duration,” he says, referring the two than just seeding it online. It is begging for a have featured several celebrities including Deepika minute+ length of the film, “simply tells you social conversation. I think the stammering part Padukone, Purab Kohli, musicians Shankar- that it is palatable through social media only.” is a context and nothing more. Let’s not overdo Ehsaan-Loy and director Citing the recent ad by Fortune cooking oil as an this, like my maid ruins two-minute noodles,” Karan Johar. example, he says, opting for the “soulful approach referencing Nescafé’s sister brand, Maggi. to convey a brand message” is proving to be a good About the creative execution, Malkani says, BREWING route for advertisers. “Lovely to see Vinil back in action. Superbly INSPIRATION? Brands, Dhyani opines, need to club good crafted, with nice little touches like the lift closing n the view of Vipin scripts with the digital platform more often, and before he finishes the joke,” and adds about the IDhyani, founder and stop worrying about whether such attempts will casting, “I think he (actor Hussain Dalal, who chief creative director, boost sales. “A film like this strikes a chord because plays the comedian in the film) was good... a trifle overdone in some places... but good.” To Shubho Sengupta, brand consultant – digital, Vinil Mathew, who recently directed a the film is “a TVC, period. A very long TVC.” He Bollywood movie, has directed the ad. feels the film falls in the “sweet-cute” space, has “great product connect” and will “reinforce the Thoughtshop Advertising & Film Productions, and it doesn’t talk like an ad,” he says, adding about warm fuzzy feeling at the core of the brand.” the film is written and directed well, and brings the casting, “The protagonist has a perfect face; it Does Sengupta think the ad is well-directed? forth a fresh premise. evokes empathy and humour at the same time.” “No, it’s overdone. I found the background music cringe-worthy,” he critiques, adding about the casting, “It’s a bit too ‘advertising’. But I guess people connect with this, so all good” Hazarding a guess about the creative brief, Sengupta says, “I don’t think there was a new ‘core strategy’; the brief was probably ’Create new consumption moments’.” The problem, according to him, is the TG this ad aims at stirring. “It’s very Top 3 metro. Nescafe is a mass brand and should look at Tier 2 cities/towns, using digital. I showed the ad to some Tier 2 friend and they said ‘Achcha hain lekin mere liye nahin’. But they use Rs 20,000+ phones… they’re definitely part of Nescafé’s target audience,” Sengupta analyses. „ [email protected]

12 afaqs! Reporter, September 16-30, 2014

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AMITAVA SINHA|COO|REDIFFUSION Y&R to work with some of the biggest they want to work with. brands and terrific people like Rohit I joined Rediffusion-Y&R in Ohri, Rana Baruah and Suman October 2003 as COO. My typical Verma. This was the time when day would begin in a hotel room or ITC cigarettes adorned the back rushing to catch an Indigo flight. covers of India Today and Outlook. I’m a ‘People’s Person’. Sitting in I enjoyed working with the brand a cabin is not my style of working. they treated us as a partner not just My management style is MBWA as an agency. We were a part of their (Managing by Wandering Around). research, product development and This year has been rewarding for marketing efforts. In 1995, I was the agency with multiple account given charge of the Wills World wins including LIC, Videocon TV, Cup Cricket account. It was a great Moods Condoms, Tata Motors experience creating communication Revotron, PC Chandra Jewellers, at a time when sports and events Cordlife, Virgin Atlantic and Swash marketing was not professionalised. Convergence. After the Wills World Cup ended, Although I’ve worked all over, I thought of going back to being I feel that the opportunities are a client servicing director – but it immense in Delhi and Mumbai. would not have been challenging However, back in Kolkata there

SUSHIL KUMAR enough. I then got the opportunity are many clients who still follow to work with Nikhil Nehru and good old marketing values (treating Sohrab Mistry when McCann took agency as partners). My personal People’s Person over TSME (Tara Sinha McCann favourite is Wills – Made for Each

mitava Sinha, COO, Ghosal, the first Indian CEO The internship with Contract Rediffusion Y&R chose OF JWT and doyen of Indian Kolkata left a huge impact on me Aadvertising over marketing, a advertising. career choice he’s really proud of. I spent about 10 months I began my career in marketing working in close proximity to and I decided to join advertising. at FMCG giant Reckitt & Colman him and it was terrific learning. India (now Reckitt Benckiser - RB). Each day, every meeting and every Erickson). I was assigned to head Other. I worked on it for seven The three-year-long stint gave me a interaction taught me a great deal the agency’s Kolkata office. In 2000, long years and owe a lot of my perspective on advertising. When about the profession. He taught me I joined Bates, which had just taken understanding of advertising and one works as a product manager/ the basic tenets about advertising. over an Indian agency, Clarion. marketing to it. regional sales manager one looks at Ghoshal had two maxims: being The task in both these agencies An advertising aspirant must advertising as a tool that will help a in the business of communications was pretty much the same - to have eclectic interest, a hunger to brand perform better in a market, we ourselves must communicate ‘McCann-ise’ the TSME set up and do different things, an attitude to rather than just a creative piece of well and if a client wants to waste to ‘BATES-ify’ the Clarion setup. survive the underbelly of the ad work. money let him do it through us McCann was blessed with Reckitt’s world. I’m a keen weekend golfer Before I started working with (laughs). This internship left a huge business while BATES had ITC. and a big believer in the ‘Adda’ RB, straight out of college, I had impact on me and I decided to quit The challenge was to get other culture. I still manage to read and my first brush with the advertising a secure well-paid job and joined accounts. try to maintain my monthly dose of world during an internship with JWT as a senior account executive New business is the lifeblood of PG Wodehouse. I have a passion for Contract Advertising in Kolkata. It in early 1990s. an agency. So I focus a lot on new world cuisine and a weakness for had just started as JWT’s second I left JWT as head of the ITC business. I believe clients don’t buy single malt. „ agency and was headed by Subhas business. Here, I had the chance ads or strategy, they choose people As told to Saumya Tewari

14 afaqs! Reporter, September 16-30, 2014

',*,7$/ IAMAI Good Times Ahead The online advertising market in the country is estimated to grow by `825 crore over 2013-14. News Bureau

ccording to the latest findings of the Digital Advertising in India Report, the online INDUSTRY WISE AD SPENDS advertising market in India is projected FY 2012 FY 2013 FY 2014 A INDUSTRY to reach `3,575 crore by March, 2015, a growth OVERALL AD PROPORTION OVERALL AD PROPORTION OVERALL AD PROPORTION VERTICALS SPEND TO OVERALL SPEND TO OVERALL SPEND TO OVERALL of 30 per cent over last year. The Internet and SPEND SPEND SPEND Mobile Association of India (IAMAI) and IMRB Overall Ad Spend 1750 - 2260 - 2750 - International have jointly published the Report. The online advertising market stood at `2,750 E-Commerce 123 7% 113 5% 495 18% crore in March, 2014. Telecom 228 13% 316 14% 413 15% The findings have been arrived at after FMCG & Consumer 245 14% 362 16% 385 14% conducting primary and secondary research. Durables Primary research included interviews conducted BFSI 193 11% 271 12% 303 11% Travel 210 12% 271 12% 303 11% ONLINE AD SPENDS Auto 298 17% 294 13% 275 10% Education 105 6% 158 7% 193 7% 3URSRUWLRQRI$GDYHQXHDQG&$*5 IT/ITeS 140 8% 181 8% 220 8% 5% 3% 7% 3% 12% Video Others 208 12% 294 13% 165 6% 10% 13% 3% 7% 18% Email Source: IMRB International Estimates *in `Crore 10% Social Media 14% 41% 29% Mobile 23% STEP BY STEP advertisement spends in India. Of last year’s Display 'LJLWDO$GYHUWLVLQJ0DUNHWLQ,QGLD `2,750 crore, search ads constituted 38 per cent 38% Search 34% 30% followed by display ads, which contributed 29 per 30% 3,575 cent and social media, which accounted for 13 per FY 2012 FY 2013 FY 2014 22% (INR 1,750 Cr) (INR 2,260 Cr) (INR 2,750 Cr) Overall Market Size cent of overall digital spends. 29% 2,750 It is estimated that spends on search Source: IMRB International Estimates 2,260 54% advertisements will reduce while spends on e-mail, with internet users and online advertising industry 1,750 video and mobile advertisements will increase. players. The secondary research was conducted 1,140 On industry wise spends, the report finds that to understand the structure and dynamics of the e-commerce, telecom and FMCG and consumer FY 2011 FY 2012 FY 2013 FY 2014 FY 2015 digital advertising industry, from various published (Estimated) durables are the top three verticals driving digital sources. The report finds that search and display ad spends in India. „ Source: IMRB International Estimates Industry estimates in INR Cr are the top two contributors to the total digital [email protected]

DBS BANK A New Love Story A marketing campaign with a film that revolves around purpose, relationship and connectivity. News Bureau

reaking the traditional story revolves around purpose, advertising norm in the relationship and connectivity. Bbanking space, DBS Bank DBS Bank’s India, a part of Asia’s foremost Chilli Paneer “We constantly strive included elements of Bollywood and financial services group, launched (chillipaneerfilm. to innovate and take an integrated our products and services the industry’s first love story, Chilli com)is a story about ‘outside-in’ view. It all in the story line.” Paneer. food, love, dreams and started with following Chilli Paneer is an approach The story of integration of banking the online chatters. This whereby DBS Bank attempts to be Chilli Paneer into our lives. led us to discover that a part of the consumers’ day-to-day will unfold Speaking at food, travel, cricket and conversations. every Friday the launch of the Bollywood are instant Led by digital, the campaign at 11 am on campaign, Sheran conversation starters. is supported by print, radio and the campaign Mehra, head, group Food emerged as the on-ground activities. DBS currently website. True strategic marketing most popular choice, as has over 250 branches across 17 to the bank’s and communications, it cut across geographies markets. „ values, the DBS Bank India, says, Mehra: innovating and segments. We also [email protected]

16 afaqs! Reporter, September 16-30, 2014

',*,7$/

MSN INDIA << FRQWLQXHGIURPSDJH ...Value for Money New Face in India coming from the mobile platform (both the app and the WAP site). “The number was The idea is to allow the consumer use the new platform seamlessly merely five per cent 7-8 months back - the growth has been fast in the medium,” he notes from any location and any device. News Bureau adding that they have recorded three million app downloads in last eight months. The com- icrosoft has unveiled pany aims to clock one million transactions by the new-look MSN March-April next year. The overall recharge Min India. Designed market in India (both offline and online) is from the ground up for a mobile, about 40 million recharges everyday. The cloud-first world, the new MSN online market has a small percentage of this combines content from the media figure currently. outlets with personal productivity FreeCharge offers prepaid mobile, DTH tools that help consumers do more. & internet data card recharges. It has raised It has been built around the $33 million (about `180 crore) from exist- insight that knowledge and ing investor Sequoia Capital, Belgium-based information should be accessible investment firm Sofina and Russian Internet regardless of where a consumer is and technology investor ru-Net. The company or what device is in use. will use the funds to build up its transactional advertising offerings. It earns revenues primar- ily by connecting its affiliate brand partners and more. MSN’s expert editors with consumers, thereby earning revenue in are hand-curating the content for the form of commission. In the online mobile individual markets and cultures recharging space, it competes with players from over 1,000 sources. like Paytm, Rechargeitnow and mobikwik. Adam Anger, general manager, Interestingly, telecoms like Vodafone, Airtel Asia Pacific, Microsoft Advertising, says, “With an audience of nearly 425 million people coming to over 57 markets around the world and available across three major device platforms, the new MSN presents an enormous opportunity

Sanjay Trehan, head, MSN India, Microsoft, says, “The new MSN brings together the world’s best media sources along with data and services to enable users to do and Tata Docomo also have their own online more. It focuses on the primary recharge platform. digital daily habits in people’s lives, helping them complete tasks on the TOUCHING A CHORD web and across all of their devices, ratik Gupta, co-founder, FoxyMoron finds roaming data and personalized Pthe TV campaign ‘interesting’ enough to settings to keep users in the know strike a chord with both the primary TG wherever they are.” (youth) and secondary TG (parents). He MSN is partnering with asserts that unlike the Paytm ads, which biggest global content sources explain the process of online recharging, the such as The New York Times in for publishers. With over 50 per FreeCharge ad takes the emotional route to the US, Yomiuri Shimbun and cent of people accessing content connect with consumers. Asahi Shimbun in Japan, The on dedicated apps, this release is “It is a clever attempt. The ad will surely Guardian and the Telegraph in the in lockstep with where usage is bring a smile to viewers face because it is UK, Le Figaro and Le Monde in happening.” highly relatable. We all have gone through France, and Lance and Estadão in For brands, MSN will continue the stage where our parents thought we were Brazil and many more. In India, to offer its loyal audience with a ‘irresponsible’ while we kept trying to prove Microsoft has partnered with top personalised web experience with them wrong,” he notes. local content partners, including the added benefit of the best-of-the- Gupta believes that while all the examples Hindustan Times, NDTV, web publishers and the engagement used in the campaign are ‘urban’, if it was up India Today, Indian Express and of applications across all mobile to him he would have included instances that Network 18. operating systems providing were from semi-urban areas.

It will cover sections such as SUSHIL KUMAR seamless brand storytelling across The campaign does not hammer the brand sports, news, health and fitness, Trehan: User-friendly move devices. Though the face of MSN identity too strongly, he says, but is interest- money, travel and video, from has transformed, the process of ing enough to motivate people to Google or publishers across the world. It will also include buying ads is simple. Brands can still purchase download the app. Will this mean high recall information such as the latest statistics on over 200 through similar IAB standard units available on value for the brand? “It is too early to predict,” global sports leagues, reviews of over 1.5 million previous versions. „ he laughs. „ bottles of wine, over 300,000 photographed recipes [email protected] [email protected]

18 afaqs! Reporter, September 16-30, 2014

',*,7$/ FACEBOOK Bandwidth Targeting Facebook’s new global targeting capability for advertisers enables the latter to reach people based on the type of network connection they use. By Satrajit Sen

ndia may be Facebook’s second-biggest market Advertisers like Vodafone (in India) are looking - after the US - in terms of user base but it forward to it. “We are excited because it allows Icontributes only 0.1 per cent to the social us sharper targeting to a relevant audience. We media giant’s ad revenue of $2.7 billion. hope to see more such technology innovations Facebook has 1.32 billion users across the across the industry,” says Ronita Mitra, senior vice globe and its India user base stands at 108 million. president, Brand Communication, Insights and Facebook’s global revenues during April-June Online, Vodafone India. 2014 were $2.9 billion, of which $2.7 billion came Besides telecom, different advertisers would from advertising. To get its India show moving, love this feature and use it in different manner. Facebook has launched a bouquet of features “Telecom companies could use it to target targeted at the Indian advertiser. Its most recent customers to upgrade, FMCGs will use it to target introduction is the global targeting capability, that Tier III or rural customers with low bandwidth enables advertisers to reach people based on the usage and DTH companies could use it for the type of network connection they usually use - be upcoming DAS3 and 4 digitisation,” says Rajiv it 2G, 3G or 4G - when accessing the platform. Dingra, CEO, WatConsult. Called ‘Bandwidth Targeting’, the feature is available globally via the Ad Create tool, Power CUSTOMISATION Editor and the API tool on the platform. igital advertising is about sharp targeting. So Dknowing the kind of internet access speeds MANY FACES a person has, the kind of device he is using acebook already offers the option to reach Fpeople based on the type of device they use “Marketers (smart phones, feature phones and tablets), as well “FMCGs can use can now create as device model and operating system. However, the feature to target advertisers also told Facebook that segmentation different kinds of Tier III or rural based on the type of network connection would creative based on help them create better ad experience. customers with low For example, streaming a brand’s latest ad on the connection bandwidth usage.” Facebook can’t be done for a consumer who might speeds available.” own a high-end smart phone but is not present on RAJIV DINGRA NIMESH SHAH a 3G network - the video won’t stream smoothly. FOTOCORP and now, the kind of bandwidth he is using, “For certain brands helps an advertiser ensure the right content and “The new feature communication, to the right person. and products, the from Facebook Any additional data point that helps a marketer bandwidth itself define the demographic, psychographic or SEC allows us sharper may enable them of a customer is useful for media planning, targeting to a especially when most marketers in India still prefer to target that relevant audience.” traditional forms of targeting based on age, gender, audience.” location and income. “Bandwidth defines a certain RONITA MITRA SANJAY MEHTA demography of users, just as a device does. So for certain brands and products, the bandwidth itself may enable them to target that audience,” opines In such a case, the bandwidth targeting feature continuously strive to reach out to larger set of Sanjay Mehta, joint CEO, Social Wavelength. comes handy for advertisers, where they can show audience and engage with them. It will also make digital agencies look at creating just a picture related to the ad and redirect the user “By providing advertisers with bandwidth multiple creative formats for the same message to their brand’s mobile site. based targeting, Facebook is telling marketers that for different audiences based on the bandwidth Targeting the handset-type is not enough, they can now create different kinds of creative (in segmentation and thus create multiple media particularly in high-growth countries, where terms of file size and rich media use) based on the options around the same brand message. people are moving online at a staggering rate. A internet connection speed available to the user. majority of them access the internet via mobile This will ensure that users are able to see the brand THE INDIA VIEW networks but internet speeds can vary as the message clearly given their bandwidth package. ith this feature, will Indian advertisers be infrastructure there is constantly changing. This means that Facebook doesn’t lose out on the Wkeen to create two sets of creatives to digital spends of brands,” states Nimesh Shah, be used on Facebook for the same campaign, CREATIVE TECHNOLOGY head, Windchimes Communication. especially when the usual method is to repeat the argeting by mobile network type helps Optimising the creative - for instance, targeting same creative across platforms? Today, advertisers Tadvertisers choose creative that will run a video campaign to people with high-speed are continuously making choices on how best to smoothly on any given device and connection connections, and swapping an image or link ad reach out to their customers. By providing this speed. The selection of a particular platform to for people with slower connections - means that option, Facebook is hoping that it doesn’t lose out advertise on depends on whether it’s audience is ads can perform more efficiently for the people to people who are considering other options. „ on it. Thereby, all media outlets and platforms seeing them. [email protected]

20 afaqs! Reporter, September 16-30, 2014

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

KOHLER CARDEKHO.COM UNION BANK OF INDIA’S SME LOAN Kohler has taken a new route of communication for its The campaign - ‘Suno nahin dekho’ aims to portray the The TVC takes the viewers through a father-son range of bidet seats – PureClean. Instead of going the differentiation that CarDekho.com offers its users. It has relationship and how the son’s notion about his father utilitarian route, the company is promoting the concept of been conceptualised based on the insight that everybody changes after a minor conflict that arises between the going hands-free with its new campaign themed ‘‘Hands has an opinion and that one should listen to all of them, but two. The solution to the conflict is UBI’s SME loan, thus are made of Love’’. the final decision should be taken by individuals on their making it an integral part of the story. The TVC ends on an own accord. emotional, yet wise thought while using the tagline - ‘Your Dreams Are Not Yours Alone’ as the proposition of the film. Creative Agency: Linen Lintas Creative Agency: Ogilvy & Mather Production House: Film Farm Creative Agency: DDB Mudra West PRINT TATA ZEST The Tata Motors- owned sedan brand, Zest carried an innovation in the TOI where it attached a key with a four- page advertorial supplement. The advertorial included SUPARAS HOMZ snippets of the Zest’s The real estate player launched a series of advertisements AMUL across major newspapers to reach out to its consumers to coverage by different Amul released a print advertisement in the major national news organisations announce the launch of its property Suparas City Phase - dailies to commemorate the death anniversary of late along with the 1. The idea was to create awareness among the people. Verghese Kurien who laid the foundation stone for the pictures of the organisation. The ad communicated ‘Dr. Kurien’s White interiors of the car. Revolution continues’.

CCreative Agency: Cresigns Studio

C Creative Agency: FCB Ulka CCreative Agency: DaCunha Advertising OOH DIGITAL

GOOGLE INDIA AND JABONG. MUMBAI POLICE COM Like any big festival, the terror threat lurks close and Jabong.com has come up with a digital video highlighting heavy during Ganesh Chaturthi. The city needs every ASHOKA BUILDCON the value of online branding at scale via Engagement citizen to be alert. So Mumbai Police, Ogilvy & Mather A construction company has launched an OOH campaign Ads. The case study describes the collaboration between Mumbai and ICICI Bank joined forces to create an themed around Road Safety urging people to drive safely. Jabong and Google India to create awareness for interactive campaign. A film that was an on-the-spot The ad exhorts people not to drive after drinking and not Jabong’s new brand launches using multiple Engagement competition was launched. to overspeed. Ad formats. Creative Agency: Ogilvy & Mather Agency: Clear Channel Mudra Creative Agency: In-House

Got some great campaign that has been published recently? Upload it on afaqs! for the world to see. Visit: www.afaqs.com/advertising/creative_showcase

22 afaqs! Reporter, September 16-30, 2014

',*,7$/ TO THE NEW Social Media Round Table The conference discussed how consumers share and engage on social media and how brands are trying to move their business. News Bureau

TO THE NEW Round Table Conference member

tatistics reveal that the younger generation ready to shell out `10,000-11,000 to buy a mobile, of TV campaigns vs digital or any other platforms. is more involved in the buying decision- because he wants to experience the Internet. The actual challenge that we face is how to merge Smaking process and it has become imperative “He doesn’t know how to read and write, and he the results. TV is the primary business builder for the marketers to have a strong and engaging probably doesn’t have any contact with a laptop or for us whereas the digital drives engagement and presence on the social platform. computer. But with a smartphone around, today, helps us build a relationship with the customers. To The New, in association with afaqs!, this has become everyone’s field. Whether you’re Globally, for us, digital can be a big enabler and organised a Round Table Conference in Mumbai selling a soap, a toothbrush, or you’re selling a within digital, mobile is the big opportunity.” recently to discuss the sharing of opinions and Mercedes Benz, you better be on social, because Talking about the relevance of social Jayraj, engagement of the consumer on the social media. that is where the numbers are.” said, “Do we really need to provide the link The panelists included Sudip Ghose, VP, Sharing his experience with the digital platform between the ROI on social or traditional media? marketing, VIP Industries; Sandeep Tarkas, Tripathy, said, “I really can’t say that I drive As content producers, are we not driving ourselves president (customer strategy) and CEO (Bengal a loyalty programmes because when you buy crazy because it is digital? Or, are we okay with the Warriors & T24), Future Group; Anindita furniture, you don’t come back the next month broader objective that a platform might serve?” Chatterjee, senior brand manager, Ruchi Soya; and buy again. So the biggest advantage of loyalty Representing the auto industry, Sahni, said, “At Anil Jayaraj, CMO, Pidilite Industries; Kunal is you can go out and recommend. For the past Tata Motors, we see digital not from a marketing, Shah, founder and CEO, Free Charge; Jayraj two years, six per cent of my business has come but from a platform perspective and for us social Jadhav, e-business and digital marketing strategist, plays a key role in driving our sales.” Further Tata AIG Life Insurance; Ashish Sahni, head, substantiating his point, he adds that the names of digital marketing (Passenger Vehicle Business The discussion focussed the cars Zest and Bold were not given by us - they Unit), Tata Motors; Sindhuja Rai, VP, Mondelez ways to create engagement were chosen by people present on our Facebook India Foods and Bedraj Tripathy, senior general page. “Hence, for an automobiles, social plays a manager, Godrej Interio. Atul Hegde, CEO, on social media. very critical role. Besides social engagement, we Ignitee Digital (a To The New group company) have an in-house team, which manages the social moderated the session. from recommendations. It is not a very large listening,” adds Sahni. Hegde initiated the session by communicating percentage, but 6 per cent coming in from just Chatterji from Ruchi Soya, said, “We have the idea which was to have a free flow of information recommendation, purely from social circles is very 68,000 fans on Facebook. Our main aim is to that may act as a knowledge repository for the rest large.” drive awareness about the way people can use of the industry. Sharing his standpoint, Tarkas, Adding his perspective, Shah, said, “Our goal our brand. So, all our activations are around the said, “We use social media as an active route to was to create an eco-system, where we could marry versatility of Soya.” Giving a new perspective to drive business and to control our reputation in the rewards and offers with the mobile recharge.” the conversation, Jadhav pointed out, “When we the market. One of the key businesses where we He emphasized that being a digital company, they started our social journey, we looked at social actually made a departure and focused a lot on tend to think differently and hence have been as a technology and how to utilise it to engage social was when we came up with the concept of driving sales using the digital platform - television our customers.” He also added that “the role of Foodhall. It was a very different format catering to came much later in the picture. Sharing her a digital media manager has to be dissolved and a niche category. ” thoughts, Rai, said, “The biggest question is how instead everyone in the marketing team should be According to Ghose, the power of digital is so to define return on investments. It makes much aware about this medium” „ strong that someone who is earning Rs 15,000 is more sense if you are able to measure the ROIs [email protected]

24 afaqs! Reporter, September 16-30, 2014 THE BIGGEST BEAUTY BATTLE OF THE YEAR WINNERS WILL BE REVEALED ON 1ST OCTOBER 2014

BY INVITATION ONLY 7+(1(:,1)/8(1&(5 +RZWRLQÁXHQFHSHRSOHDQGKHOSEUDQGV7KDWLVWKHNLQGRISHUVRQEUDQG PDUNHWHUVDUHORRNLQJIRURQOLQHBy Satrajit Sen VINAY DOMINIC

here are celebrities - and then there THE INFLUENCED are celebrities,” is how JK Rowling or a business, a social media influencer &$//,1*7+( differentiates Harry Potter from the rest Fis someone who could help increase the of the wizard clan, in her latest story on business of the brand. Many brands in India now 1 TPottermore.com, the online home for the world of regularly engage with a social influencer to carry Harry Potter. We all know how the Potter series their message to a large group of loyal audiences influenced political values and perspectives of across digital platforms. “An influencer is media the generation that came of age with these books. and content rolled into one. They help brands So, more than a celebrity wizard, Potter is an reach out to an audience set (the role of media) and influential magician. influence them with a combination of interesting Likewise, social media has many wizards but content and their own credibility,” says Saurabh only a few stand out as influencers. These ‘social Parmar, CEO, Brandlogist Communications. media influencers’ are people who create and Dabur Chyavanprash is a great example of a share interesting or valuable content with the traditional Indian company adopting this modern niche audiences that follow them. They might be method. A couple of creative engagements with bloggers with a large readership or socially savvy bloggers helped Dabur increase awareness on consumers with loyal followers on Facebook, the importance of immunity and also talk about Twitter, YouTube or Pinterest. Influencers are its ideals of adopting traditional knowledge for trusted by their audiences and typically focus natural growth. The brand claims that the visits on a particular area like food, parenting, fitness, to its site doubled within days of the engagement. 2 fashion, entertainment or technology. FMCG brands around beauty, fashion and Consumers are getting smarter by the day. lifestyle use social media influencers in a big Moreover, social media gives them a chance to way. Sports, entertainment and movie brands keep tabs on what their peers are thinking and doing. Keeping this in mind, tapping into the reach of influencers along with the trust factor they The task of a social media hold becomes important. Web-savvy consumers now require greater engagement and information influencer is to convince before making a purchase and they want opinions from people they trust. It is imperative for brands his reader about what the to be a part of the conversations that consumers product stands for. are having online.

26 afaqs! Reporter, September 16-30, 2014 &29(56725<

too use influencers. Names like Kissan, Dove, bloggers from time to time. It invites bloggers for MissMalini.com is a big name in the fashion Kotak Mahindra Bank, Milaap.org, Borosil, Zee new property launches and various themes like blogging world that promotes fashion brands and Entertainment and Asus have taken to this route Wine Wednesdays conducted at its restaurants. accessories to its audiences through blog posts. with enthusiasm. Lotus Herbals has conducted blogger meets for Similarly, Ajay Jain - of Kunzum.com and lifestyle products and has signed up indiblogger Kunzum Cafe fame - is a big name when it comes BEEN THERE, GOT TALKED ABOUT to write and make videos for the brand. At Jafra to travel and often writes about travel accessories eing part of different communities and Cosmetics, bloggers meet-ups are conducted at and equipment and, sometimes, about cameras Bparticipating in activities is vital to maintain regular intervals and are called Pamper Parties. and mobile phones in his blog. Kunzum.com gets brand presence. “Social influencers fill the much- Experts from the company talk to fashion bloggers over 40,000 visitors a month. Kunzum’s fan pages needed gaps that a consumer demands in terms and get them to try out their various products. and groups on Facebook have 27,000 followers. of product experience,” says Anoop Johnson, On Twitter, Kunzum has 4,500+ fans. Jain director, marketing, IndiBlogger.in, a network THE CORRECT INFLUENCER himself has 3,400 people on Facebook and 4,000 of Indian bloggers. Alexa rates IndiBlogger.in hen it comes to consumer spending, online Twitter followers. Some of the brands endorsed by among the 400 most popular sites in India. On Wcontent and social conversations have a Jain include Intel, Microsoft, Lava mobiles, Carl Facebook, the community has 22,893 members significant impact on how consumers choose what ZEISS camera lenses, Airbnb and Qualcomm. and is followed by over 4,000 people on Twitter. to buy. A survey of 20,000 consumers worldwide, According to Jain, the equity of a social media With word of mouth becoming the most trusted by HubSpot, found that 71 per cent were more influencer is dependent on parameters like the size form of digital advertising, social influencers are likely to make a purchase based on social media of the network, the quality of the network (quality becoming an integral part of any social campaign referrals. Hence, choosing the correct person to refers to those who are not just potential buyers for or contest for many brands. Like every trend, endorse a brand becomes imperative. a brand, but are further influencers themselves), it has its first movers. “One of our earliest use Social media influencers can help a brand put the quality and relevance of posts, the quality and of influencers was in 2011 for Ford when we its message across in a convincing or engaging relevance of comments by the network and the ran the #Onetankfull campaign and sent eight manner. “Since they are neutral and have built a ability of further cascading of the message in the influencers on a social drive with a tank full of fuel relationship with their readers, they enjoy a higher network through sharing and re-tweeting. to experience their passion,” says Rajiv Dingra, level of credibility which the brand would seek CEO, WATConsult, a digital marketing agency. for itself,” says Nimesh Shah, head, Windchimes WATConsult conducted blogger engagement Communications, a social media marketing meets for Nikon via an offline meet workshop agency. Apart from looking at the influencer’s called #Throughthelens. Both B2C and B2B online followers, the selection criterion is based companies engage with the influencers. Obviously, on two aspects - the topic for which the influencer the number of influencers is higher in the B2C is known, how many followers they have and the segment with verticals like fashion, lifestyle, travel, reach of the latter. hospitality, entertainment leading the pack. Allen Platforms like indiblogger.in can be used across Solly took the Influencer Marketing path with verticals (there are over 35,000 bloggers registered #ShootForSolly, a ‘people-powered’ photo shoot on IndiBlogger.in), writing on topics ranging from across India. Eleven professional photographers computers, business, the nation, politics, science, were asked to shoot people sporting the Chinos social, lifestyle, entertainment and sports. Besides, collection and spread the word. there are individuals who are experts in their Social influencers fill the gaps ITC Hotels has an established programme to respective fields and are often contacted by brands that a consumer demands in connect with various travel, food and hospitality to become their ambassadors online. For example, terms of product experience 6+276,1'(3(1'(1723,1,2160$77(5 ANOOP JOHNSON indiblogger.in 1 Naina Redhu’s 3 blog Naina Redhu is a luxury and lifestyle 2 An indiblogger photographer and a brand storyteller who connects contest with audiences on her website, Naina.co and 3 Video blog shot her Twitter and Instagram feeds. Redhu says using Nokia that she has been approached by various mobile 4 Twitter post for phone companies, luxury brands, furniture, beauty Allen Solly brands, fashion designers, alcohol brands, real 5 Instagram post estate, travel and even vaginal whitening products, for Ford 4 asking her to be their influencer online. 6 Tweet for “I generally share my blog, Twitter and Chanel nailpaint Facebook statistics with brands prior to getting 6 7 Video blog for into a professional engagement. Both the brand Nokia Lumia and the influencer should mutually decide on the number of social media updates and blog stories that will be published for an engagement before starting work. I always implement a contract,” says Redhu. In addition to their expertise, tools like Followerwonk.com and PeerIndex are also used, along with Klout, to analyse and gauge the 5 influencing capability of a person on social media. In India, there are tools such as the Pinstorm India Influencers, which is a simple way to figure out how influential Indians are on social media. The lists indexes close to 5,000 Indian and India-related 7 entities and classifies them into different buckets - residents of India, Indians outside India, brands, organisations, movements and - lately - politicians.

afaqs! Reporter, September 16-30, 2014 27 &29(56725<

DEALS AND DELIVERABLES that there should be full disclosure so that the LinkedIn is that the network expands beyond the ne could argue that the line that separates reader can differentiate between regular content immediate circle of contacts and messages can go Oa social media influencer and a celebrity and sponsored ones. “One can fool some of the viral more easily. Instagram is gaining popularity endorser is thin in terms of what they are required customers some of the time - but they will see and can be used to promote brand through images. to do. However, the impact that celebrities through it. When they do, you might as well shut The killer platform is WhatsApp, especially when create for a brand is much higher than what the shop,” adds Jain. someone is seeking opinions to make a purchase influencers might create. But the endorsement of Do influencers always carry these disclosures decision,” states Jain. a social media influencer comes across as more and if they do, does that content become less Indian marketers now understand the role genuine. “When a celebrity endorses a brand on engaging? Johnson of Indiblogger thinks that influencers play and do not expect free work, but a TV show, we know it’s marketing. When a guy ethics is not the issue. “People need information. they are not using such influencers intelligently. who you have been following on Twitter for some Bloggers fill this void by writing blog posts that help “Get creative and don’t just send them product people make informed decisions,” he adds. For samples and expect them to write about it. Plan most bloggers, it’s their language, communication interesting activities around the brand essence that skills, quality and frequency of information that ties up well at the event,” advises Shah. define their success and how well they connect Time is another key challenge here. Writing and inspire confidence among followers. takes time and effort and hence professionalism “One has to look at it like advertorials which - both on the part of the agencies and influencers are prevalent in mainline media as well. The - is a must. “One needs to realise that these ethics issue comes in where you promote a brand are individuals and not corporates and even the without mentioning that you are doing so. Most influencers need to stand by their word so that influencers openly run contests for brands and its there is no mismatch of expectation at the clients obvious that it is a branded activity,” says Dingra. end. Agencies need to ensure that payments once If someone is misinformed, the influencer committed are made to influencers,” states Dingra. If an influencer doesn’t use a needs to clarify and keep talking to understand According to Jain, everyone is shooting in brand but promotes it online, customer needs - and work on addressing those. the dark to justify fees and salaries. “Influencers “If an influencer doesn’t use or believe in that need to understand they are quasi-journalists her credibility is under question particular brand or product category in real life ANKITA GABA and still promotes it online, her credibility is under question,” says Gaba. Redhu agrees. “This is the SocialSamosa.com best way to create an authentic experience. If the product is terrible, I will say as much. Brands who time talks about restaurants and food, it seems are okay with that, win. ‘OMG awesome product!’ normal,” points out Parmar. only works if it really is an awesome product Besides, there is a huge difference in the way regardless of whether someone is paying for it. a social media influencer is signed up for a brand And even then, it might be awesome for me but campaign vis-à-vis how celebrities are signed. might not be for someone else,” she adds. Social media influencers are usually contacted Some countries mandate that a paid or sponsored by agencies handling a brand’s campaign and are promotion by an influencer should be labelled as mostly asked to take the campaign further and such but not India. “We are still playing the volume If the product is terrible, I will inspire their followers to believe in the product. “A rather than the connect game. Moreover, alcohol celeb gets brand endorsement projects by virtue of brands have recently started using influencers. say as much. Brands who are having an offline fan base because of professional Now is that ethical, since alcohol brands have okay with that, win work. A social media influencer is someone who advertising restrictions?” questions Parmar. NAINA REDHU has a huge following on social media by virtue of her being fairly active and regular and sharing THE INDIAN CHALLENGE Lifestyle photographer relevant content and opinion,” explains Ankita n influencer uses many platforms that are Gaba, co-founder, SocialSamosa.com, an Indian Aversatile, but experts rate Facebook and and their credibility is everything. So they need social media knowledge repository. LinkedIn as the top platforms to engage with a to choose better products for endorsements,” he The task of a social media influencer is to brand. Pinterest and Instagram and blogs are some adds. “International brands are averse to working convince readers about what the product stands platforms where influencers have a good reach. with social media influencers in India and local for, through tweets, blog posts and online There is also a growing set of YouTubers, which brands want to work but don’t know how. There videos. And they get paid too although being an allow promoted content. is a fantastic opportunity for both influencers and unorganized business, clients could end up paying “Twitter makes news, but I don’t think it’s brands to create useful, meaningful and beneficial different amounts for the same thing. Social media very effective. The advantage of Facebook and relationships but I am yet to see something that has influencers can earn upwards of `500 for one post. blown my socks off,” says Redhu. In many cases, influencers are fine with just goodie Brands are comfortable working with celebs and bags if the brand and the concept of participation they use similar mechanisms with journalists and is exciting. media. Hence this space is not completely alien to The deliverables depend on factors like budgets them. “But, today, in India, brands are measuring earmarked for the activity, page-views, visitors, the wrong metrics for success. The number of Twitter followers and Facebook fans of the impressions got by an influencer activity might not influencer, the legwork and time involved in doing be relevant or these impressions might not lead to the activity and supporting tasks. The payment is any concrete action,” informs Gaba. She also feels usually less when the brand and influencer deal that the influencers are taking up project after directly. “It can range from free to pretty much project and becoming ‘social media whores’. “I like sky-is-the-limit,” says Redhu, whose Twitter influencers who say, ‘we cannot endorse this brand profile has 16,100 followers and blog, Naina.co, an because of xyz reason’,” she adds. estimated 30,000 visitors per month (as on August, One can fool some of the Reach, numbers, Twitter trends, blog rolls and 2014 according to SimilarWeb). customers some of the time - online memes may look good on paper but if an but they will see through it influencer does not have a genuine connect with THE FINE PRINT the product, his followers will never connect and AJAY JAIN he issue of ethics crops up whenever there buy into a brand. „ Tis talk of social media influencers. Jain feels Kunzum [email protected]

28 afaqs! Reporter, September 16-30, 2014

0(',$ LIFE OK Dare to Dance The show will run for 16 episodes featuring 10 contestants. It airs every Saturday and Sunday at 8.30 pm. News Bureau

ife OK, the second Hindi general enter- tainment channel from Star India stable, is Lknown for breaking cliches and air shows which are not the “usuals” in the genre. After Mahadev, Laut Aao Trisha, Shapath and Savdhaan India, the channel has launched a dance reality show. Hosted and mentored by Akshay Kumar, ‘Dare 2 Dance’ is all about challenging contestants to dance at various platforms - be it land, water or air. The show is all about daring to take risks and re-inventing oneself. Ajit Thakur, EVP and general manager, Life OK says that the show goes beyond the confines the show,” says Thakur, “are MARKETING PUSH of the stage and is based purely on ace dancers who come with ife OK has launched a 360-degree marketing Dance coupled with Dare. The a strong dancing background Lcampaign to promote Dare2Dance. As for various tasks will test the ability of and have proved their mettle print, the channel is looking at a spread across the 10 contestants to perform in across various dance shows.” all mainline/ regional publications in key mar- extreme locations and conditions Interestingly, the format of kets including Delhi, Mumbai, UP, Gujarat and like underwater dance, rappelling the show does not have any Punjab. and dancing atop moving trucks. elimination process hence “We have an extensive OOH plan span- “It was indeed challenging for the making it different from the other ning Mumbai, Delhi, Gujarat, UP and the contestants and the production team to cope dance reality shows. rest of Maharashtra, covering all major towns. with the unusual climatic conditions and shoot for The parameter of judging is on the basis of Dare2Dance is the first show for which we have long hours,” he says. three different cards - Red, Green and Gold. Red joined hands with a film publicity designer for the The performances and stunts have been shot at representing below average performance, Green entire off-air campaign,” Thakur avers. various locales of Cape Town over a period of one for good performance and Gold for outstanding The channel is sampling videos of performanc- and a half months under extreme conditions. performance. While Kumar will be the mentor es, behind-the-scene bits and putting it across The show will run for 16 episodes featur- and guide for all the contestants, the show will be various digital platforms. As for BTL activities, ing 10 contestants including Emille Callion, judged by Sanjay Shetty and Francois. an on-ground activation is being done by taking Scarlett Wilson, Sayantani Ghosh, Alisha the contestants to various cities where they will Singh, Kunwar Amar, Mayuresh Wadkar, interact with the viewers through mall activations. Ritwik Dhanjani, Sanam Johar, Karan Pangali The channel has got on Life OK has got on board Micromax and and Prince. board Micromax and Honda as the sponsors for the show which airs How were these contestants chosen? “The every Saturday and Sunday at 8.30 pm. „ contestants who have been selected to be a part of Honda as the sponsors. [email protected]

DR SUBHASH CHANDRA SHOW Chandra as the father of India televi- television channel Zee TV and later sion and the one who is coming to the first private news channel, Zee give ideas to the youth. News. His Own Show As per the recent media reports, His business interests also include Chandra has announced his interest a newspaper (DNA), cable systems ‘Dr Subhash Chandra Show’ airs every Saturday in politics and he is likely to contest the upcoming assembly polls from Chandra will at 10 pm and Sunday at 11 am. News Bureau Haryana. For the record, in 1992, he launched the country’s first satellite give ideas about ubhash Chandra, the chairman of Indian conglomerate Essel leadership and SGroup, is set to launch his show entrepreneurship. on Zee Network’s Hindi news chan- nel, Zee News. Titled ‘Dr Subhash (Wire and Wireless), direct-to-home Chandra Show’, the show will air (Dish TV), theme parks (EsselWorld every Saturday at 10 pm and Sunday and Water Kingdom), online gam- at 11 am. ing (Playwin), education (Zee Dr Subhash Chandra Show, Learn), packaging (Essel Propack), which is Chandra’s first as an anchor, infrastructure (Essel Infraprojects), will feature him speaking to the family entertainment centres (Fun youth, inspiring them by giving them Cinemas), precious metals (Shirpur ideas about leadership and entrepre- Gold Refinery) and healthy lifestyle neurship. The channel has launched and wellness (Veria Living). „ a promo TVC that acknowledges [email protected]

30 afaqs! Reporter, September 16-30, 2014

32,1762)9,(: Will Football Excite Advertisers? The Hero Motors-sponsored ISL is all set to take off in October. Will more advertisers take to this game in cricket-crazy India? By Devesh Gupta 9,'+86$*$5 6$6+,6+$1.$5 9,1,7.$51,. '$56+$10 '+,5(1'5$6,1*+ Executive Vice-President, CMO, Director, Entertainment, Sports & Director, Associate Vice President, Carat Media Idea Cellular Live Events, GroupM ESP Spoment Ventures Head Planning, BPN FOTOCORP FOTOCORP FOOTBALL WILL YES, I THINK FOOTBALL THE PROBLEM THE FOOTBALL EXCITE THE FOOTBALL WILL WILL, MOST WITH INDIAN WORLD CUP WAS ADVERTISERS MORE CATCH THE CERTAINLY, EXCITE ADVERTISERS REGARDED THE THAN HOCKEY, ATTENTION OF ADVERTISERS. WE IS THAT THEY ‘MOST SOCIAL TENNIS AND ADVERTISERS, HAVE SEEN A LOT ARE NOT AMONG EVENT EVER’ AS KABADDI BUT LESS WHO WILL OF TRACTION WITH THOSE WHO INDIAN AUDIENCES THAN CRICKET. BE KEEN ON ADVERTISERS ON TAKE THE LEAP PREFERRED THE THE REVENUE, ADVERTISING GROUND AND I SEE OF FAITH. THEY MOBILE PHONE ADVERTISING AND WITH THE THE SAME FEELING ARE NOT THE AS THE SECOND VIEWERSHIP INDIAN SUPER FOR IT ON AIR TRAILBLAZERS PRIMARY DEVICE numbers will be low League. Though not also. So I definitely or the guys who will take to follow the matches. when compared with popular in India as it is think there will be the decision in advance. The Kabaddi League the benchmarks set by across the world, the traction. For example, there became one of the most cricket. traction around football is I have never seen was a lot of noise about talked-about events on The ISL can improve growing in this country. such traction for the Pro-Kabaddi league social media and was The younger but not many advertisers. the overall viewer- any other leagues supported by Bollywood ship of football in generation is keen on Generally, there are (excluding cricket). celebrities as well. India which at, pre- seeking information about two kinds of advertisers So I am certain that it Going by this trend, sent, primarily watches it and following it, a trend in India, owner-driven the English Premier that advertisers will not will attract advertisers. and corporate-driven. The Indian consumers are League. Niche advertis- have missed. Automobiles, two- owner-driven companies accepting sports other ers will be looking for The organisers, wheelers, four-wheelers, will take it if they think than cricket. Advertisers premium audiences and however, need to ensure mobile handsets or they will get a bargain would certainly will definitely go for that the game is promoted telecom categories will and may go out and try like to leverage this it. Categories such as well so that it creates be very interested. But in a corporate where opportunity. The fate automobiles, telecom, excitement in the minds Any advertiser who every spend needs to be of the event will largely consumer durables and of the people and they wants to reach out to justified, none will take depend on the format of FMCG will be keen. are glued to it. All kinds the youth - and these a risk in a new property. the show, the manner But the organisers of brands would be are the categories that Which is silly, because it is packaged in and will have to ensure that interested in partnering target this age profile - they will end up paying how entertainingly it is with the ISL. a premium price for the the first few matches will be excited. offered to the consumer. generate excitement. next season.

32 afaqs! Reporter, September 16-30, 2014

0(',$ STAR WORLD PREMIERE HD BIGG BOSS SEASON 8 Anniversary Edition The Next Starting September 23, the show will be spread out till January 2015. By Prachi Srivastava Season Cometh This season has an aviation tar World Premiere HD, the theme and several sponsors English general entertain- Sment channel (GEC) from are on board. News Bureau the Star India stable, will soon be turning one and it has announced olors has announced that Bigg Boss, launch of 31 new shows to cel- its marquee show, will start from ebrate the occasion. CSeptember 21 at 9 PM. At the helm, Starting September 23, 2014 as always, will be Salman Khan. The channel these launches will be spread claims that the latest edition will be a more out till January 2015. Star World action-packed journey full of excitement and Premiere HD, the fourth English revelations than the earlier ones. GEC from Star after Star World, This season’s theme is aviation, which, the FX and Fox Crime, was launched channel claims, has aroused much curiosity. on September 24 last year. The The teaser campaign of Khan dressed as a pilot proposition of the channel launch will be followed by a series of promos shot by was to offer content to Indian ace director Rohit Shetty. audiences within 24 hours of its While audiences await the advent of the US telecast. The channel was new season, Bigg Boss Season 8 has already launched with 26 shows, including won the attention of multiple brands such as famous ones like ‘Criminal Minds’ Snapdeal coming on as the presenting sponsor. (Season 9), ‘Castle’ (Season 6), Other sponsors who have been roped in this ‘Modern Family’ (Season 5) and ‘Homeland’ (Season 3). Some of the new launches include shows that are returning in their subsequent seasons. The channel has also shared some of the plans with DTH operators and thinks it can ramp up the numbers in a big way. The Premiere HD. It was launched with a unique launches include New Girl Season4 (Tuesdays, 8 proposition that no other channel in the world PM), The Blacklist Season 2 (Tuesdays, 10 PM) has.” and Sleepy Hollow Season 2 (Tuesdays, 11 PM), Star has first-output deals with biggest stu- Community Season 5 (Wednesdays, 8.30 pm) and dios like FOX, Shine, Sony Pictures and Disney. Person of Interest (Wednesdays, 11 pm). According to Vaz, usually each of these would On September 25, Star World Premiere HD make for one channel in the US, but Star World is launching Downton Abbey S5 (Thursdays, 10 Premiere HD has got the best of all the networks pm), Modern Family S6 (Thursdays, 8.30 pm, in the US, on one platform. This season’s theme Sons Of Anarchy S7 (Thursdays, 11 pm) and The Star World Premiere HD has showcased over is aviation, which, has Goldbergs S2 (Thursdays, 8 pm). These will be 50 shows and 700 hours of fresh content. The followed by Bones S10 (Fridays, 9 pm), Agents subscription-only channel is looking at giving it aroused much curiosity. of Shield S2 (Fridays 10 pm), The Simpsons S26 a bigger push this year. “We priced the channel at (Monday, September 29, 8.30 pm), How to get `60 (a la carte) at a time when most of the English season include ‘powered by’ sponsors Oppo Away with Murder (Mondays, 10 channels or most of the channels Mobiles, ‘driven by’ sponsors Maruti Suzuki pm) and Revenge S4 (Tuesdays, in the country don’t even get a and associate sponsors Garnier Men, TVS starting September 30, 9 pm). rupee. That was a big jump. But Motors and Cardekho.com The other shows being we knew the kind of product we Following this development, Colors’ prime launched till January are - had and the kind of audience we time property Beintehaa will move to the 11 Blackish, Once Upon a Time S4, were appealing to,” Vaz avers. PM time band every Monday to Friday from Castle S7. Manhattan Love Story, The availability of content September 22nd while the curtain will fall on Homeland S4, Criminal Minds within 24 hours of its US telecast Rangrasiya as Rudra and Myra’s love saga will S10,American Horror Story S4, aims at addressing the issue of meet its logical conclusion on September 19th. The Walking Dead S5, Two And piracy. “It made absolute sense. Bigg Boss is a combination of reality and A Half Men S12, White Collar People would download shows unscripted drama. The format requires the S6, The Americans S3, Parenthood “We knew the kind but the experience was never participants to be locked inside a house for S6, Agent Carter, Empire and great,” points out Vaz. more than 90 days. Every week, a round of Backstrom. of product we had The channel will be marketing voting eliminates one participant. Meanwhile, Talking about the Star World and the kind of the new show launches in a big Bigg Boss, the ultimate authority in the house, Premiere HD’s performance, way on its network and few other assigns various tasks to the contestants, resulting Kevin Vaz, business head, English audience we were mediums. Star World Premiere in drama, fun, backbiting and fights that are channels, Star Jalsha and Jalsha appealing to..” HD is available on all big DTH captured by cameras fitted inside the house. Movies, Star India says, “It’s been KEVIN VAZ platforms and digital cable. „ Bigg Boss Season 7 had 14 contestants. „ a great journey for Star World [email protected] [email protected]

34 afaqs! Reporter, September 16-30, 2014

,17(59,(: SUNIL KATARIA> COO, SALES, MARKETING & SAARC, GODREJ CONSUMER PRODUCTS “We’re about protection that leads to confidence.’” Cinthol marked its entry into the health soap segment with the launch of Cinthol Confidence + and has upped its overall ad spend by 20 per cent. The company’s COO explains the strategy behind the moves. By Ashwini Gangal

inthol, the 62-year-old brand from Godrej, not thought of as one. Instead, has rolled out a new an image of the green-coloured variant called Cinthol bar and the promise of freshness CConfidence+ in the health soap come to mind. How will you get segment. This launch is part of a larger consumers to think of Cinthol in goal, we learn, from Sunil Kataria, chief a new context? operating officer, sales, marketing and Cinthol original, the green soap you SAARC, Godrej Consumer Products, are talking about, has always stood during the course of a chat at his office for skin protection. In fact, it still is in Mumbai. A single bar (100 gm) of recommended by dermatologists. Cinthol Confidence+ is priced at `32. Historically, since 1952, Cinthol’s Interestingly, the biggest market positioning has been based, strongly, for Cinthol is Tamil Nadu, followed on its deodorising properties; that by the West. For Cinthol Cool has been something that ‘belongs’ and Confidence+, Kataria sees a to Cinthol. So combining protection big window of opportunity in the and deodorancy fit perfectly with Northern markets, those plagued by what the brand stands for. harsh summers. Excerpts. In many cases, the woman of the What made you foray into a house controls the shopping cart. segment that has such big players? How do you plan on getting young The overall soap category is around adults to pick up your soap? `13,000 crore and it has many players. Firstly, there are certain areas within Health soaps form 23 per cent of personal care where we see ‘individual the soap category. Clearly, the health consumption’ happening. So we soap segment is not as fragmented as expect this change to play a role. the soap category. Moreover, health Secondly, we expect this product consciousness is on the rise in India, to appeal to young adults including especially among the youth, which is lakh+ towns). individuals who are not married, our main TG. Unlike in the case of beauty soaps, married young women, young India is a hot, humid country. for health soaps, you don’t see regional couples, and nuclear families. Many Dust and grime are part of India’s players dominating. We are targeting times what happens is - one person in ‘physicality’. We live in environments people with an ‘explorer’ mindset’ the house tells the ‘purchaser’ to buy a that are not always hygienic. So I see - those open to experimenting, are particular soap the next time she goes the health soap category on the rise. doing well professionally and are also shopping. And once a new soap comes exploring hobbies/adventures. into the house, everyone tries it. What did your consumer research Thirdly, in urban areas, a lot of reveal about this category? TG, I don’t see anybody else as Won’t your ‘insta-deo’ proposition buying happens when husbands and One insight/reaction that kept competition. Today, the whole dilute the seriousness of the 99.9 wives shop together. So, there could coming up is, “I don’t want to smell promise of protection is for kids. per cent germ-kill promise? be a bit of individual choices getting medicinal.” Health soaps in India are But that’s not Cinthol’s personality; The insta-deo part comes as an add- made there. Also, this soap vibes well positioned as effective germ-killers but Cinthol is not about kids. on. The unique part of our advertising with the mindset of ‘the young wife’; there’s this angle of having to sacrifice I don’t know whether I’ll get trials is that unlike the normal ‘kids missing she’s someone who works, is also a something to achieve something. So from Lifebuoy or Dettol users first. school’ thought, ‘falling ill/getting homemaker and has her own hobbies. if you get germ protection, then it To be honest, the market is so big diseases’ thought, our positioning doesn’t necessarily give you the best that I’m not bothered where the is different. Other brands say ‘If Your mandate extends across fragrance. Soap, as a product, has a trials come from. Since the pricing you don’t take care of this, you will the SAARC nations. Where does lot to do with sensorials and we are is premium, we’re more likely to experience the negatives of life’. India stand in terms of its attitude offering consumers fragrance. get trials from consumers from that We’ve used the line ‘Na darr kisi ka aaj’ towards ‘health brands’? bracket first. I obviously expect certain in our ad. We’re not scaring anyone, In terms of the health-and-wellness You say both Cinthol Cinthol users to try it. instead, we are focusing on giving trend, Bangladesh today is where Confidence+ and Dettol operate people confidence. We’re not about India was 20 years back. Sri Lanka is on the premium end of the What’s your core TG like? protection from illness. We’re about very evolved as far as health/personal spectrum. Is it fair to assume We are talking to youngsters, male protection that leads to confidence. care products go; there’s a lot of that you see Dettol as a bigger and female, in the 18-35 age bracket. consciousness about natural products competitor than you do Lifebuoy? It’s a premium TG from SEC AB. Dettol and Lifebuoy started out there. India is in-between. „ Since we are going after a different We are focusing on urban areas (one as germ-kill soaps. Cinthol is [email protected]

36 afaqs! Reporter, September 16-30, 2014

0(',$ SONY-HAR GHAR KUCCH KEHTA HAI 2 Home Stories The first edition of the show was aired on Colors last year. The BBC Worldwide India show now airs on Sony. News Bureau

ony Entertainment Television seems to be strengthening its content portfolio. Soon “It was extremely Safter launching the Amitabh Bachchan- important to shoot hosted ‘Kaun Banega Crorepati’ and a “male the series in a centric” show titled ‘Hum Hain Na’, the latest entrant in the list is the second season of Asian sensitive, evocative Paints Har Ghar Kuch Kehta Hai. and heartwarming The show, produced by BBC Worldwide India, launched last year on Colors. The manner.” nostalgia and heart-warming stories where property in the second edition has moved MYLEETA AGA celebrities relive their childhood days with channels and now airs every Sunday at 7.30 pm. Vinay. We are confident the viewers will enjoy Hosted by Vinay Pathak, the series will yet again watching these very interesting stories.” take celebrities from various walks of life, back “This season According to Amit Syngle, president, to their special childhood home to relive their builds on the decorative business unit, sales, marketing and memories. technology, Asian Paints, the second season Based on the format ‘The House That Made format from builds on the format from last year and introduces Me’, Asian Paints Har Ghar Kucch Kehta Hai last year and viewers to seven new celebrities and their homes Season 2 will feature one celebrity every episode which helped them start off on their path to who comes from a humble background and has introduces seven success. “The beauty of each home is evinced by successfully carved a niche for himself through new celebrities.” the memories, people and stories which it has sheer talent, hard work and determination. AMIT SYNGLE helped shape. Like last season, Asian Paints has The seven part series will feature prominent left a small surprise in each of these celebrity’s celebrities like Olympic Bronze medalist Mary home,” Syngle adds. Kom, legendary Bollywood “The show is a Says Myleeta Aga, senior VP & general manager villain Prem Chopra, India and content head Asia, BBC Worldwide, popular singer Kailash mix of nostalgia “With so personal a subject matter, it was Kher, choreographer and heart-warming extremely important to shoot the series in a Terence Lewis and sensitive, evocative and heartwarming manner. cricketer Virender stories where We look forward to bringing this content to Sony’s Sehwag. Gaurav Seth, celebrities relive audiences and working with the Asian Paints team senior VP and head - their childhood.” to build an enduring property over seasons to marketing, SET says, come.” „ GAURAV SETH “The show is a mix of [email protected]

TATA GOLDPLUS units to create maximum visibility and impact. Talking about the efforts behind The Grand Push the campaign, Atul Shrivastava, COO, Laqshya Media Group, says, The brand took over 1,200 media spots across “TATA Goldplus is a unique brand catering to the jewellery and luxury the country for its relaunch. News Bureau needs of the semi-urban and rural

ata Goldplus has launched a month-long OOH cam- Tpaign to inform its target consumers about the re-launch of the premium gold jewellery brand. Indian customers. The campaign The campaign uses 15 different was devised keeping in mind the OOH formats such as billboards, target audience and its outlook. We unipoles, bus shelters, cantilevers, formulated a campaign covering a wall graphics, gantries and, direc- broad spectrum of the media to tional boards, amongst others. ensure maximum yet targeted vis- The campaign has been executed ibility, across the country.” by Laqshya Solutions from Laqshya Laqshya Media, founded in 1997, Media Group. According to the offers enhanced media solutions. agency, the brief from the client Apart from a host of conven- was to reach out to prospective The brief was to reach out to prospective tional, ambient and airport media semi-urban and rural customers for solutions.„ which it picked over 1200 media semi-urban and rural customers. [email protected]

38 afaqs! Reporter, September 16-30, 2014

3(23/(

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

he media industry ZenithOptimedia elon Media, Tsaw a flurry India. Based out of Mthe media of movements this Gurgaon, he takes agency of Crayons fortnight. charge of ZO’s pan- Communications Mohit Hira, CEO, India operations. He Group, has roped Hungama Digital moves in from Cheil in Indranil Datta Services and digital Worldwide SW Asia as the new chief head, JWT India, has where he was chief operating officer. quit. He is working operating officer. Datta has spent over on launching an Krishnan has spent over two decades with SUSHIL KUMAR FOTOCORP entrepreneurial MOHIT HIRA HARI KRISHNAN 22 years in advertising agencies. INDRANIL DATTA venture, in the digital agencies like Bates, Anuja Chauhan, space. And it won’t be an advertising product. Ogilvy, Grey, and JWT. the former creative hand at JWT, who Hira joined JWT in November, 2012 as senior Samsung Electronics has appointed Rajiv gave the memorable “Yeh dil maange more” vice-president and regional business director. Mishra as vice president, media. He will be proposition to brand Pepsi has rejoined the Subsequently, in April 2013, JWT India promoted responsible for overseeing the entire media agency as creative consultant. Chauhan will be him to the post of head, digital operations, mandate for the organisation across the country. a part of the Power of One (Po1) team that the replacing Max Hegerman. In January this year, Prior to this, he was associated with Lok Sabha TV global ad agency is putting together to work on JWT South Asia promoted Hira to the position of as chief operating officer. Mishra’s career spans the PepsiCo account. CEO, Hungama Digital Services (HDS). over 22 years during which he has held several Leo Burnett India has appointed Hitesh Within just two leadership positions. He has worked for leading Mehta as vice president. Based in the agency’s months of joining the media companies like the Hindustan Times, Star head office in Mumbai, Mehta will be leading India Today Group, TV, TV Asia of USA, BAG Films & Media. the McDonald’s business nationally on both Shekhar Gupta has Rajdeep Sardesai, former editor-in-chief account management and strategy. His last called it quits. He had of IBN18 Network, has joined the TV Today assignment was with Leo Burnett in Indonesia. joined as vice chairman Network as a consulting editor. He will be doing Ogilvy Mumbai and editor-in-chief a prime-time show on the network’s English has announced of the group’s entire news channel, Headlines Today, soon. He will four senior level gamut of products, also appear on TV Today Network’s Hindi News appointments in including all news and channel, Aaj Tak. its creative team. business publications, ITV Network has Neville Shah has SHEKHAR GUPTA news TV brands and all appointed Gautam been hired as related news and digital Bhanot as national group creative brands. Prior to joining revenue head for its director while Syed the India Today Group, Gupta was with Indian news channel, NewsX. Mohammed Talha Express. This was Gupta’s second stint at the India In this role, Bhanot Nazim, Mahesh Today Group. will be responsible for Madhukar Parab and ANUJA CHAUHAN Sakal Media Group has appointed Radha the overall sales and Talha Bin Mohsin Kantipudi as head, community network. She has revenue generation of join the agency as over 18 years of experience in social and corporate the channel. senior creative directors. Based out of entrepreneurship in the US and the Asia-Pacific FOTOCORP Star India CEO Mumbai, they will report to the senior UDAY SHANKAR region. At Sakal, Kantipudi will lead community Uday Shankar has been creative and business heads in Ogilvy network programmes such as Tanishka and Youth appointed as the new Advertising, Mumbai. Inspiration Network. president of the Indian Broadcasting Foundation Pratap Bose, former COO of DDB Mudra MEC India, a media and planning agency, (IBF). The announcement was made at the 15th Group, has been re-elected as president of has appointed Premnath Unnikrishnan as south Annual General Meeting (AGM) of IBF in New the Ad Club for the second consecutive head - digital. Prior to this, he was with digital Delhi on September 10. He replaces Man Jit year. Bhaskar Das, group CEO, Zee Media marketing company, Interactive Avenues. Singh, who has relocated to the US as president Corp (ZMCL) has been appointed as vice- Zenith Optimedia (ZO) Group has of Sony Pictures Home Entertainment. This is president. He replaces Ajay Kakar, chief appointed Hari Krishnan as managing director, Shankar’s second stint as the IBF president. „ marketing officer, financial services, Aditya Birla Group. Prasoon Joshi MARKETING has been promoted by McCann ameet Arora, Vserv has Worldgroup as Rerstwhile senior appointed Pranab the company’s director, corporate Punj as associate chairman for the communication, vice president, global Asia-Pacific region. menu management, marketing. He will In his new role, McDonald’s India, be responsible for Joshi will be in has joined Zomato driving Vserv’s global charge of markets as chief marketing marketing endeavours like Greater China, PRASOON JOSHI officer. Arora quit VML Qais has the Philippines and McDonald’s in July, promoted Preethi Australia. 2014. He replaces RAMEET ARORA PRANAB PUNJ Sanjeevi to chief Colosceum Media, has appointed Alok Jain, who had marketing officer, a Siddharth Anand Kumar on board as quit Zomato a month back. role newly created in the agency. „ creative head – fiction. „

40 afaqs! Reporter, September 16-30, 2014 India’s original men’s magazine

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TV.NXT 2014 “The Next Generation News Company will be 50 per cent Content and 50 per cent Technology”Raghav Bahl In a chat with Vanita Kohli-Khandekar, Bahl shared his views about the future of media in India, the mistakes he made and the learning. By Prachi Srivastava

aghav Bahl, the man who founded Network18, is went into entertainment - unlike many companies which bothered much less - there were significantly fewer ready for his second innings - one that he says will were entertainment companies that branched into news. comments on my friend Ronnie’s (Screwvala) exit. In the Rbe in the news and digital space. At afaqs! TV.NXT India has a draconian law, according to which, a single news business, there is a public service element that 2014 - in conversation with columnist and writer Vanita Indian shareholder has to have 51 per cent of the news seems to be woven in. There is an institutional morality Kohli-Khandekar, Bahl shared his views on the future of broadcast company. If I’d been allowed to dilute down to that is built into it. An exit in the news business is seen media in India, the mistakes he made, and the learning. 10-15 per cent, life would have been much easier." as a "sell-out" and not as a business decision. It gets all The session was titled, "Building a television business in mixed up. And if at the other end there is a very large India - the past, the present and the future." EXIT CLAUSE business house, then it gets even more complicated." A first generation entrepreneur, Bahl takes pride in When asked by Kohli-Khandekar about the perception On the challenges for news ahead, he said that the the fact that he built his company just when television of media exits being non-glamorous, Bahl said, "I think real challenge for broadcasters would come from digital was opening up. His biggest turning point came in the too many things get mixed up in the media business, media. He added that the next generation news company late ‘90s when he realised that a software, or content especially in the news business. Frankly, if it had been would be 50 per cent content and 50 per cent technology. production, company is impossible to scale up. As the an entertainment company exiting, people would have Bahl believes that content will always matter, but 50 broadcaster had the full monopoly, a producer could not per cent of that content will have to be around technol- even think of owning the IP of his own content. "If you ogy. "The consumer doesn’t care whether it is original cannot even own your content, there is no way that you content or aggregated or curated. He/she wants the will ever build long term value. So it was clear - if you experience to be good especially because there is so want to scale up, stop thinking of yourself as a production much content coming at you. Someone who is saying he’ll company and get into broadcasting," he said. not curate or aggregate is living in the medieval ages," Bahl’s options were to either stay in the business and Bahl points out. grow or get out of it because there was no fun in being Questioned if technology companies could start news a 10 per cent (margin) player. "In 1999-2000, a new businesses, he said that they would find it very difficult technology market boomed where companies with 0 per to get into news. "I don’t think Google or FB would like cent revenue were valued at billions of dollars. We had to come in the content businesses. Social media is used the opportunity to do the JV with CNBC and sell the story like a distribution channel. Data suggests that news is in an IPO which got us the money." Raghav Bahl being consumed by social media - it’s like a distribution The second turning point came in 2007. While he had channel for news." not planned to be in the entertainment sector, US media Bahl has seen failure too. According to him, 2008 was conglomerate Viacom came looking for a partner in India. a crushing crisis that coincided with the peak investment He already had CNBC and CNN, two partnerships from phase of Network18. He recalls that in 2008, the company outside. "Frankly, our balance sheet wasn’t ready for the was investing `2 crore a day and the losses mounted to kind of investment that was needed but the markets were Rs 750 crore, "We survived the financial disaster of 2008. buoyant and we thought that it would be easier to raise In 2009-10 when the markets came back and Colors was capital then," he said. doing so splendidly we actually raised `1,000 crore in Talking about his journey and experiences as a first equity capital. That’s where - in hindsight - I think I made generation entrepreneur, Bahl said that though one may a classical mistake. We should have used that money to have everything else in the world, one can simply never pay our debt instead of expanding." „ have enough capital. "We were a news company that Vanita Kohli-Khandekar

42 afaqs! Reporter, September 16-30, 2014 TV.NXT 2014 $UHZHLQWKHDJHZKHQ79EXVLQHVVZLOOEHUHGHÀQHG"

Punit Goenka, Uday Shankar and Aroon Purie on the changes that the TV broadcast media is undergoing and what it means for the business. By Prachi Srivastava

onsider the scenario. Today, half of has grown tremendously and has done however, would be - where do you go Each of these companies, be it big players the 160 million TV-watching homes remarkable work on the creative as well from here? "I don’t think we even have or small, need to reinvent themselves," Care digital while 65 per cent of as business side. The biggest challenge, clarity on what’s happening internally. said Shankar. the national TV time is spent on five big An angry Purie felt that many oppor- networks. More than 100 million viewers tunities have been missed. According are watching television on a device other to him, the regulatory authorities are than a TV set. destroying the broadcast industry. When Much of this is changing the way questioned if the advent of online plat- business is done, shows are being made forms is hitting news adversely, Purie and news is being played out. At afaqs! said, "Breaking news is no longer break- TV.NXT 2014, columnist and writer Vanita ing news. Most people get breaking news Kohli-Khandekar talks to the three biggies on their mobile phones and on websites. of the industry - Punit Goenka (manag- That’s why you see many TV channels ing director and CEO, Zee Entertainment Punit Goenka Vanita Kohli-Khandekar moving towards opinions." Enterprises), Uday Shankar (CEO, Star Goenka believes that broadcasters are India) and Aroon Purie (founding chair- sharing more or less the same thing man and editor-in-chief, India Today and hence the need to reinvent is there. Group) on what these changes mean for "While TV reaches 850 million people, the the business and the industry. peak viewership is just 22 per cent. We Today, when people crib about what are reinventing to create newer genres, is being shown on TV, they do not realise and categories." As chairman of the newly that they are sitting on 850 channels, a constituted BARC (Broadcast Audience huge amount of variety and choice and Research Council), Goenka declared that an industry, which is around $8 billion BARC has to increase its panel to 50,000 now. Shankar agrees that the industry Uday Shankar Aroon Purie homes eventually. „

TV.NXT 2014 The worlds of TV, cinema and advertising Prasoon Joshi and Abhinay Deo discuss passion, commitment and challenges in their fields. By Sohini Sen

t is not every day that Prasoon Joshi is an intruding characteristic in advertis- - the man with the magic words - sits ing. "Imagine the two of us talking about Iand chats with Abhinay Deo, the man something. And in comes a third person, behind 24 and many other successes. cutting us off mid-conversation. We will It was a chat about creativity, films, listen to him only if he is worth it and his advertising and what exactly their passion story is interesting. Otherwise, we will is. As a grand finale of this year’s TV.NXT just be irritated and angry. So it is with 2014, one couldn’t have asked for more. advertising where we interrupt something Roshan Abbas, managing direc- the viewer wants to watch. What we say tor, Encompass Events, played host as then has to be worthy of the interruption," Joshi, chairman and chief creative officer, he advised. McCann Worldgroup India and president, But is the creativity which is present L to R Abhinay Deo, Roshan Abbas and Prasoon Joshi South Asia struck up a conversation with in advertising, missing when it comes to the founder of Ramesh Deo Productions. making content for TV or cinema? Is there marketing, 24 created a new, fresh way the way western TV viewing habits and The conversation started with Joshi actually someone holding a gun to direc- of looking at television. technology have changed the way we look talking about his passion and how some- tors’ heads, asking for better numbers Joshi also discussed how television at television now. While in film school times the longest of projects are the and profitability? thrives on habits formed and relationships everyone was taught that TV is a medium ones closest to his heart. He explained Deo did not think so. His show, 24, created. Abbas let the cat out of the bag for closeups, new shows - including Deo’s that ‘Bhaag Milkha Bhaag’ was something which had a successful season on Colors, when he spoke about the weekly ratings. own 24 - had a lot of long, wide and super- he had pursued for two long years. And was an awakening of sorts for the tel- According to Abbas, it is the suspended wide shots. therefore, it came from his heart. evision industry. According to Deo, Colors reality when every Wednesday broadcast- One of the points that both speakers Is there a difference between creat- understood that they were trying to make ers go into a tizzy thinking of the numbers and the anchor agreed to was that writers ing for screen and creating for brands? something totally different, an experiment of in anticipation thereof. Joshi, however, for television are often not duly acknowl- Joshi’s reply was a mysterious ‘yes - and which will make both viewers and adver- felt differently and expressed himself by edged or paid. Joshi pointed out that it no’. While passion and self-expression tisers view TV content differently. With saying that television has a way of dumb- is not surprising if writers lose interest is necessary for success in both, there its quality of production, narration and ing down the society. Deo spoke about when payments come late. „

afaqs! Reporter, September 16-30, 2014 43 3RZHUHGE\

An attentive audience Redefining journalism - news TV in the online era

Beyond the TV screen - distributors & operators Free-to-air - ready to take off?

Ashish Pherwani presenting TV 2020 Kedar Gavane on TV and online video Devendra Parulekar presenting TV 2020

Discussing the kids conundrum The overseas story - beyond programming

44 afaqs! Reporter, September 16-30, 2014 Beyond the TV screen - broadcasters and programmers The new love affair - TV and social media

Rishi Jaitly on Twitter and TV Priyanka Parti on TV and social media Atul Phadnis on the role of EPG

Programming - beyond the TV screen The digitisation debate - half full or half empty?

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afaqs! Reporter, September 16-30, 2014 45 -2%6:,7&+

Post: Head of Sales / Vice President Exp: 10 to 15 years. Profile: We are loking for a candidate Creative Director / Senior Company: Wisdom Infotech Location: Delhi with good team management skills Copywriter Profile: We are looking for candidate Email: [email protected] & great executionary ability to Company: Disha Communications should with sales and marketing ...... create, develop & ideate the brief Private Limited background preferably in mobile Post: Manager Sales - International, into design.You will be responsible Profile: As a senior member of the technology and has the ability to OOH for creating artworks using Photo Agency team, the candidate will identify and form an aspiring sales Company: HR Central shop, Illustrator & Corel Draw. be involved in original thinking team who are solution providers. Profile: International Sales manager Knowledge of MAC OS & Hindi, and making contributions at the Exp: 3 to 8 years. will be assigned territories or English typing is a prerequisite. strategic level – creating ideas big Location: Chennai, Kilpauk geographic regions and will have to Exp: 3 to 6 years enough to work across all channels Email: [email protected] work on that.Develop new prospects Location: New Delhi of communication. Must be able to ...... and interact with international Email: [email protected] focus on ideas and deliver work on Post: Media Executive customers to increase sales of an ...... strategy. Company: Vermillion organization’s products and /or Post: Graphic Designer / Visualiser Exp: 5 to 10 years. Communication Pvt. Ltd services. Company: ICOMO Advertising Location: Kathmandu Profile: Knowledge of Mediaware Exp: 3 to 6 years (India) Pvt. Ltd. Email: [email protected] software must, Must be from ad Location: Hyderabad Profile: Should have strong ...... agency. Email: [email protected] conceptualising skills across media Post: Creative Director - ART Exp: 3 to 6 years ...... – print, tv, btl, etc. Knowledge of Company: Greyapple Advertising Location: New Delhi Post: Senior Client Servicing design softwares like Coreldraw, Services Private Limited Emai: [email protected] Company: AVG Advertising Agency Photoshop, Illustrator and web Profile: Work with the account and ...... Profile: To sustain existing clients softwares like Dreamweaver and copy team to develop concepts. Post: Business Manager for BTL and generating more business from Flash. Should have the willingness to Lead the art team of visualizers, art Company: Goldmine Advertising them. Acting as a bridge between the work in a team. directors and studio people. Limited other divisions of the company and Exp: 0 to 5 years Give creative direction to both print Profile: Candidate should have work/ the client. Location: Mumbai and digital. experience from events /exhibition/ Exp: 1 to 3 years Email: [email protected] Liaise with illustrators, 3D Activation field, New Business Location: New Delhi ...... Designers, photographers etc, to development, Good Presentation Email: [email protected] Post: Business Development work on projects. skills...... Executives Exp: 5 to 9 years. Exp: 4 to 5 years Post: Jr. Art Director Company: Deadline Advertising Pvt. Location: Bangalore Location: Mumbai Company : Brands On E Advertising Ltd Email: [email protected] Email: [email protected] Pvt. Ltd. Profile – Should have excellent ...... Profile: Needs to be able to come up communication skills and the Post: Visualiser (Senior & Junior) with bright visual ideas, and should ability to develop & handle clients Company: Rego Advertising work with the copy writer as a team. independently. Profile: Should have visualising, art, Currently an Jr. Art Director with Exp: 3 to 5 years. typo and layout abilities. Excellent any communication agency (ATL or Location: Delhi (9(1*22'&$1! Art and Design Skills. Able to BTL). Email: prashant@ *(7%(77(5 understsand ad brief and execute Exp: 2 to 4 Years deadlineadvertising.com good art layout in total for ads, Location: Delhi ...... brouchures, emailers and all other Email: [email protected] Post: Account Manager advertising material...... Company: Thoughtrains Designs TO ADVERTISE, CONTACT: Exp: 1 to 3 years Post: Business Development Pvt. Ltd Abhilash Singh Location: Mumbai Executive Profile: Candidate should have the Ph: 09999989454 Email: [email protected] Company: Walnut Advertising P.L ability to understand brief from the Email: [email protected] ...... Profile: To develop new business client and communicate the same Alisha Farooq Post: Creative Directors - Art in Pharma and FMCG domains, to to th creative team, strong with (Delhi) Company: Relio Quick India Pvt. Ltd transform business opportunities followups , both with inhouse teams Ph: 09582397786 Profile: Candidate will be successfully and meet client and the client side High sense of Email: [email protected] responsible to position brand Relio requirements in the best way responsibility towards deadlines Sumeet Chandiramani Quick as a complete Integrated possible. and and eye for details Good (Mumbai) Ph: 09820590172 Marketing Communications expert Exp: 1 to 5 years communication skills (written and Email: [email protected] through ideas and art / creative. Location: Mubai oral), a people’s person. Multitasker [email protected] Directing the creative function Email: [email protected] and and Team player. so that the environment, culture, [email protected] Exp: 2 to 6 years To view other jobs in Marketing, team, capabilities, tools, processes, ...... Location: Mumbai Media and Advertising, log on to: expectations, work style and other Post: D.T.P. 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46 afaqs! Reporter, September 16-30, 2014