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AMIT SHARMA INTERVIEW 11 the Production Housetobreach Film Fromanad-Focused Badhai Ho Meet Theadmanwhodirected Story Charming Telling a ` 100 Croremark

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AMIT SHARMA INTERVIEW 11 the Production Housetobreach Film Fromanad-Focused Badhai Ho Meet Theadmanwhodirected Story Charming Telling a ` 100 Croremark November 16-30, 2018 Volume 7, Issue 11 `100 Telling a Charming Story Meet the adman who directed Badhai Ho – the first feature film from an ad-focused production house to breach the `100 crore mark. RAHUL JAUHARI 14 JOINT PRESIDENT REDIFFUSION INTERVIEW AMIT SHARMA Co-founder & Director, Chrome Pictures Subs riber o yf not or resale 11 18 PLUS POINTS OF VIEW Are Voice Assistants the Next Big Thing? 12 THE COLLECTIVE The Plan to Fight Sexual Harassment 19 COCA-COLA HEWLETT PACKARD 6 ONEPLUS Festive Strategy Old Wine, New Bottle Infiltrating Minds MOVEMENTS/APPOINTMENTS Make the festival special, There is a familiar narrative How to make good use of the Who’s Where 22 exhorts Coke. in the new HP ad. user community. eol This fortnight... Volume 7, Issue 11 lot of actors say they learnt the basics of their craft from theatre, a medium EDITOR Sreekant Khandekar A they explored before coming to cinema... and one they sometimes go back to PUBLISHER November 16-30, 2018 Volume 7, Issue 11 `100 when they need to brush up on the basics. In the world of feature film making, I’m Sreekant Khandekar beginning to theorise, professionals who come from an advertising background tend EXECUTIVE EDITOR Telling a to be like actors who come from theatre. They have a certain rigour and approach Ashwini Gangal Charming that’s common to their kind and hard to miss. Not to say that those who don’t come ASSOCIATE EDITOR Sunit Roy Story THEfrom QUINT’S advertising DAYdon’t have OUT their own kind of rigour, but those who do, can certainly Meet the adman who directed Badhai Ho – the first feature PRODUCTION EXECUTIVE film from an ad-focused production house to breach be called a type. the `100 crore mark. Andrias Kisku RAHUL JAUHARI 14 ADVERTISING ENQUIRIES JOINT PRESIDENT REDIFFUSION INTERVIEW Film director Abhinay Deo - who also comes from ‘the advertising school’- once Shubham Garg AMIT SHARMA Co-founder & Director, 81301 66777 (M) Chrome Pictures told us that when ad film makers direct feature films, they tend to be extremely detail oriented. Makes sense. If you have just 30 seconds to tell someone the lady on the Apoorv Kulshrestha Subs riber o yf not or resale 11 18 PLUS 9873824700 (M) POINTS OF VIEW Are Voice Assistants the screen is a housewife, or that the man in the frame is a delivery boy, you’ll use every Noida Next Big Thing? 12 THE COLLECTIVE The Plan to Fight Sexual Harassment 19 possible creative shorthand and symbolism to convey that as quickly as possible. Nikhil Jhunjhunwala COCA-COLA HEWLETT PACKARD 6 ONEPLUS Festive Strategy Old Wine, New Bottle Infiltrating Minds MOVEMENTS/APPOINTMENTS Make the festival special, There is a familiar narrative How to make good use of the Who’s Where 22 9833371393 (M) exhorts Coke. in the new HP ad. user community. That’s also why we spot so many clichés in ads; not every stay at home mom wears Mumbai a saree and bindi, and not every delivery boy, a cap. Which is why, when you give [email protected] an ad film maker three hours to tell a story, it’s open season. MARKETING OFFICE B 3, Ground Floor, Sector 4, Noida -201301 Uttar Pradesh When I interviewed Ashwiny Iyer Tiwari, art director turned feature film director (Nil Battey Sannata, Bareilly Ki Barfi) few years back, she said, about MUMBAI 302, Makani Center, 3rd Floor, the process of filming, “Each scene is like an ad film for me...” Copywriter turned Off Linking Road, Bandra (W), feature film director and script writer Nitesh Tiwari (director of Dangal) said to me, Mumbai - 400050 “Advertising has brought discipline to my film writing...” SUBSCRIPTION ENQUIRIES [email protected] Badhai Ho is ad film director Amit Sharma’s most successful directorial Owned by Banyan Netfaqs Pvt Ltd and venture in Bollywood so far. We spoke to him about his journey – and the process Printed and published by of shooting it. Sreekant Khandekar, at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063. Printed at Artz and Printz 208 DSIDC Sheds, Okhla Industrial Area, Phase 1, New Delhi - 110020 Ashwini Gangal Cover Photograph [email protected] Nikhil Malusare CONTENTS 13 8 GHADI DETERGENT Playing the ‘Cause’ Card Again Dignity of Labour takes centrestage in this ad. 17 10 INTERVIEW Uday Sodhi Sony Pictures Networks India’s business head - digital, speaks about the deal with 4 Lionsgate after announcing BISLERI ADIDAS BY INVITATION a multi-year strategic content The Name Matters The Sporting Spirit Copy That deal with the American Bisleri does not mean any Brand Adidas takes up the Ananda Ray, Rediffusion’s entertainment giant. packaged water, says this ad. Kashmir issue on the pitch. creative head on long copy. afaqs! Reporter, November 16-30, 2 0 1 8 3 e BISLERI The Name Matters For years Bisleri has been synonymous with its segment. However, ‘Bisleri means Bisleri’ not any packaged water, is the message in the brand’s new spot. By Abid Hussain Barlaskar hat happens when a brand longer need to depend on retailers for becomes so well known their brand of water,” she adds. Wthat an entire category is Bisleri has planned to invest identified by its name? The common approximately `7-8 crore for the perception - the brand benefits - but entire setup. The campaign is crafted that’s not always accurate. Not in by Soho Square and is slated to be of the case of Bisleri, a bottled drinking the 360-degree integrated variety. water brand which lent an eponymous Sumanto Chattopadhyay, identity to the entire bottled drinking chairman and chief creative officer, water space. Such equity brought Soho Square, says, “We took a creative about negative progress when the approach that is really fresh, with the brand’s rivals started riding on the idea of using camels, our very own ‘Bisleri’ identity. water experts. The challenge was the For example, a thirsty customer idea of changing the age-old way seeks a bottle of ‘Bisleri’ and the people have been using the brand shopkeeper hands out a bottle of name; it was both a challenge and a ‘XYZ’ packaged drinking water. The ask for it. That way, the retailer will creative opportunity.” customer accepts it as is and quenches also have to sell Bisleri instead of his thirst. Thus Bisleri, despite having pushing another brand. Moreover, OVER TO EXPERTS top-of-the-mind recall, loses out the consumer is paying equally for all Jagdeep Kapoor, CMD, Samsika when it comes to the brand’s moment brands in the category,” she adds. Marketing Consultants says, “The of truth. It’s the same for companies Ghosh maintains that in the ad idea that ‘every bottled water is not such as - Xerox, Surf, Sintex, Mobil film, the setup of a small shop/outlet Bisleri’ adds authenticity while the Oil and many more. in the middle of a desert stands for an camels bring memorability and the Bisleri’s latest campaign - extreme situation, “It is set to denote thirst background with the ship of the Samajhdaar Jaante Hain Har Paani a dire situation with limited options. desert brings relevance. The brand Ki Bottle Bisleri Nahin - featuring a Even a consumer, like the thirsty will benefit by repositioning other couple of camels, asks consumers to camel in a desert, walks up to the brands and positioning itself in a insist on a bottle of Bisleri, even if the outlet and does not compromise on pure branded manner rather than the shopkeeper offers another brand. Of its choice. And despite being tired and on-going generic image which allows course, this way it’s the shopkeeper thirsty, the consumer still insists on “This is the initial others to pass Bisleri’s goodwill.” who would need to be corrected. Bisleri and takes it. burst and there are About the timing, Kapoor says Also, this problem, for Bisleri, has “Water is an impulse purchase; that although it’s late, it’s better than persisted for quite some time; so why when you want it... you want it,” says two other films in never. did the brand take so long to address Ghosh. the pipeline featuring “By persisting with the campaign it? She admits that the problem exists with various executions and not the camels.” Bisleri has planned to invest approximately changing the theme or platform, it is ANJANA GHOSH different, but the strategy meets the `7-8 crore for the entire setup. objective of being a brand rather than being seen as a commodity. It has Anjana Ghosh, director everywhere - cities, towns and rural You are the one who has to make a to be a brand and not the category. - Marketing and Business areas. “The campaign is based on many choice’,” explains Ghosh adding that Sometimes being the first mover may Development, Bisleri International, observations. I faced the problem the brand wants to run the campaign not be an advantage. It has strategically says that the brand has been ‘dabbling’ too, while in Delhi. Shopkeepers for about 6-8 months. “This is the moved towards the right path of being with the problem for a while, trying to would lure consumers with Bisleri initial burst and there are two other a pure brand rather than a category solve it at the seller/shopkeeper’s end. but offer some other brand instead. films in the pipeline featuring the plus brand,” Kapoor adds. “It is a problem of retailers depriving And if customers insisted, they would camels. One of the upcoming ads also MG Parameswaran, founder, consumers of their brand of choice come up with an excuse that the addresses the similar problem with Brand-Building, finds it to be a because they want a higher profit Bisleri bottles were not cold,” Ghosh Bisleri’s 20-litre offering,” she says.
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