November 1-15, 2010 Volume 1, Issue 21 `50 40

DEFINING MOMENTS Srinivasan Swamy RK Swamy BBDO’s man at the helm looks back at some interesting moments. 12

TVS Do it Your Way The company has opted for a vibrant positioning for its Scooty Pep+ range.

SPECIAL REPORT

PRESENTS MARKETING TO THE As the Metro rolls on connecting more and more points on the map of Delhi, it is leaving in its wake YOUTH a change in the mindset of the consumer and businesses. Why does the youth want what it 32 wants? An analysis.

EDITORIAL

This fortnight... Volume 1, Issue 21 EDITOR hirty years ago when you asked young people in Delhi where they came from, hardly Sreekant Khandekar anybody answered ‘Delhi’: it was always some other place – Punjab, Dehradun, Lucknow T PUBLISHER or Madras maybe. Some had lived in the city for a while and yet hesitated to name the capital Prasanna Singh as their home. It struck me that this would have never happened in Bombay or Calcutta (as the CONSULTING EDITOR cities were then called). Residents were proud to belong. What was it about Delhi? M Venkatesh To be fair, people name the town where they grew up as the place they belong CONTRIBUTING EDITOR Prajjal Saha to. And since most young people then were migrants they naturally named a place from their past. Today, Delhi has a large population of young adults who SENIOR LAYOUT ARTIST November 1-15, 2010 Volume 1, Issue 21 `50 Vinay Dominic 40 have never known any home other than Delhi. They have grown up here. LOGISTICS The other thing is about the city’s layout. I think densely packed vertical Rajesh Kanwal

DEFINING MOMENTS ADVERTISING ENQUIRIES Srinivasan Swamy cities like Kolkata and Mumbai tend to develop a sense of identity faster than a RK Swamy BBDO’s man at the helm looks back at Hansika Koli, (0120) 4077834 4077837 Noida some interesting moments. 12 horizontal city such as Delhi. The experience is more intense and the sense of Varun Mohan, (022) 40429702-5 Mumbai belonging follows. Neeraj Ranjan, 09886846842 Bangalore [email protected]

TVS Especially in geographically dispersed cities like Delhi, where people from Do it Your Way The company has opted for Marketing Office a vibrant positioning for its Scooty Pep+ range. one part have had little to do with those in another, communication and media B-3, First Floor, Sector-4, Noida-201301. SPECIAL REPORT play a big role in forging a local identity. The reach of newspapers has grown, Tel: (0120) 4077800. of course, but radio with its chattering RJs and local gyan has been important PRESENTS Mumbai MARKETING in emphasising Delhi-ness. 501-502, Makani Center, 5th Floor, TO THE As the Metro rolls on connecting Off Linking Road, Bandra (W), more and more points on the map of Delhi, it is leaving in its wake YOUTH Mumbai - 400050 a change in the mindset of the The Metro is the last thread to stitch Delhi together in its quest for a sharper consumer and businesses. Why does the youth want what it Tel: +91-22-40429 709 - 712 32 wants? An analysis. identity. From a 22-km stretch of tracks eight years ago, the network has Bangalore exploded over the past year to touch 200 km of line length snaking to virtually S-1, New Bridge Corporate Centre, all parts of Delhi. People can visit parts of the city they never have – in spite of 777 D, 100 ft Road, Indira Nagar, not owning their own vehicle. Bangalore - 560038, India Subscription Enquiries Delhi has always demanded that you buy a vehicle as soon as you start earning because the Garima Agnihotri, (0120) 4077837 public transport system was so decrepit. And because everybody had a personal vehicle, it gave a [email protected] certain character to the city. What will happen to that with an efficient mass transit system like Printed, published, and owned by the Metro? Will it affect the psyche of the consumer? Will it change the nature of local businesses? Prasanna Singh, Publisher, at 7-A/13, Ch. Ratan Singh Complex, Read inside to find out. Jawala Heri Market, Paschim Vihar, New Delhi-110 063.

Printed at Paras Offset Pvt. Ltd., C-176, Naraina Industrial Area, Phase I, Sreekant Khandekar New Delhi 110 028. [email protected] Cover Illustration Tiffin Box CONTENTS 44 14 PLUS VOLKSWAGEN VENTO Attachment Theory 16 HORLICKS The Mega Plan ZEN MOBILE The changed logo Big Factor 18 and packaging aim to bring in a VIZISENSE unified look. Online Farming 26 WESTIN HOTELS PROFILE 22 24 Hitting the Pillow 38 Sunil Sahjwani Looking ahead: Big FM’s VIVEL national programming head. Promising Fairness 38 POINTS OF VIEW 28 DABUR Mobile Browsing NESTLE MAHINDRA STALLIO Right Place, Right Face 42 Can mobile applications affect Buzzing with Activity Cool and Quiet INTERVIEW the mobile internet browser The FMCG player has The two-wheeler brand market? adopted an aggressive tone. turns its back on aggression. Vivek Nayer 50

afaqs! Reporter, November 1-15, 2010 5 TELECOM     Sponsored by

ights, crackers, sweets and attract users. Some companies are shopping....Diwali brings the expected to go on a launching spree Lmuch needed excitement. as Rahul Goel, COO, Videocon Britannia> Biscuit major Britannia has ventured into the During this time, handset manu- Mobile, says, “This festive season fairly new baked snacks category, launching a baked wheat factures strengthen their marketing for us is about launching exciting snack called Time Pass targeted at the youth. Time Pass has budgets and expect sales to shoot up. phones. This Diwali is very spe- been launched in Bengaluru and will see a sequential roll out Ajay Sharma, country head, HTC cial for us because of our entry across Karnataka, followed by the West and other markets India says, “In the past, we have into the Android and 3G space and in the South. The markets in the North and East will follow witnessed a distinct spurt and a thus places us better amongst the subsequently. Other companies such as Parle forayed into the substantial increase in sales during leading Indian players. We are keen baked snacks market with Smart Chips, and later, Parle Agro the festive season, whereby sales of to enhance our penetration across launched its brand, Hippo. HTC devices have grown by at least the markets. At this point we have 50 per cent over the average sales launched five new phones.” The flat panel ONIDA> Consumer durables com- per month. This season, also, we are Wynn Telecom is expecting an TV category is pany, Mirc Electronics (ONIDA), has hoping for a similar growth figure.” increase of about 30 per cent in sales. expected to sell launched its 22’’ Vogue LCD TV series LG Mobile plans to launch 30 Naveen Kapoor, assistant vice presi- at `15,990. As per industry estimates, handsets this festive season. Moon dent of sales and operations at Wynn twice of what it the current market size of the LCDs and CRTs put together is B Shin, MD, LG Electronics India Telecom, says, “During this period sold in 2009. about 16 million units annually, with the conventional colour shares that the company is looking consumers tend to buy new prod- TV accounting for 13 million units. The flat panel TV category forward to the festive ucts. Hence, we have is expected to sell 3 million units sold in 2010. MARKETING season and expecting a launched new mod- turnover of `560 crore. els and have plans to Handset manu- The Swiss watchmaker company, To woo the con- launch a touchscreen Raymond Weil> facturers will Raymond Weil, launched the second exclusive boutique of the sumer, Samsung phone as well.” introduce promo- brand nationally in Chennai. The first one being launched in Mobiles has come up Wynn Telecom has Delhi. The brand recently revamped its Indian operations with with a promotional tional offers and also launched promo- the creation of its own 100 per cent subsidiary company in offer in collaboration new handsets to tional offers like, ‘buy Bengaluru. The boutique was launched by Olivier Bernheim, with service provider, ten get one free’ for CEO and president, Raymond Weil along with well-known Aircel. The company woo customers their channel part- cinestar Shriya Saran, in association with Zimsons, a leading is looking at larger this festive ners. Kapoor adds, luxury watch chain in South India. share of the pie. Ranjit “This will motivate Yadav, director, season. them to enhance sales mobile and IT busi- of Wynncom phones The ad slots Active Media> Active Media has put up a 360-degree LED TV ness, Samsung says, during the season.” are available in at T3 of IGI Airport, New Delhi. Measuring 67" in width and 34" in “Samsung currently holds 17 per Zen Mobiles plans to launch its 30-second cap- height, the LED panel has three screens having different content cent of the market share in the 3G device close to Diwali. The com- running on them. The LED is installed at the food court, where sules, priced at the average time spent by a passenger is 30 minutes. It allows Indian mobile market and aims at pany currently holds about 2 per ` 1,200 per sec- advertisers to capitalise on the high adding 6-7 per cent by end of 2010.” cent of the handset market. Smarth ond. passenger dwell time in a captive Another exciting offer for con- Bansal, national marketing head, environment. sumers has been launched by Sony Zen Mobiles, says, “We expect to Ericsson, which gives users a chance garner 4-5 per cent of the market to win `5 lakh worth of shop- share by this year-end.” Hyundai> Hyundai Motor India recently launched the ping with Kareena Kapoor. Anurag Vinayak Kumar Lal, GM, mar- luxurious Santa Fe SUV. With the introduction of the interna- Kontu, head of marketing for Sony keting, Intex Technologies says the tionally acclaimed Santa Fe, Hyundai aims to grab a bigger Ericsson India, says, “The Shopping company expects to almost double share of the highly competitive SUV segment in the country. with Kareena campaign has been the sales this month, as compared to The Korean carmaker’s seventh model in the country, Santa created keeping in mind the festive the previous month. “Festivals have Fe is priced at `20.95 lakh for the two-wheel drive variant ` fervour when consumers have shop- always been a great opportunity to be and 22.95 lakh for the higher-end four-wheel drive model. ping at the top of their to-do list!” innovative and come up with useful Named after the city of Santa Fe in New Mexico, the car Even Indian handset manufac- and interesting offers”. made its global debut in 1999 at the Detroit Auto Show. turers are not far behind. They too He adds,“These gestures go a long are expecting an increase in sales way and are really helpful in building The ad:tech expo NetworkPlay> NetworkPlay and plan to launch devices to brand loyalty and equity.” will enable Media, the Capital18 funded start- buyers and sellers up, has tied up with dmg::events, a QUOTE OF THE FORTNIGHT subsidiary of the UK-based Daily Mail and General Trust, to to interact with conduct ad:tech, an interactive digital advertising conference each other. and exhibition in New Delhi. The expo provides a platform for ‘‘Consumer aspiration levels, brands, agencies, publishers and service providers to come which dampened during the together to share, network, learn and do business. last few years are once again at their peak. This season CRY> For the festive season, Child Relief and You (CRY) has introduced eco-friendly lamps made of handmade paper sales saw bill sizes going up and recycled wood with a sun motif on it, available in shades by more than 20 per cent. ’’ of Turquoise, Red, Orange and Cream. Other gifting items

FOTOCORP launched also include colourful coasters with designs inspired KISHORE BIYANI, CEO, FUTURE GROUP, ON HOW THE FESTIVAL SEASON HAS SURPASSED MOST MARKETERS’ EXPECTATIONS, IN THE ECONOMIC TIMES. by creative sessions with children and greeting cards with visuals of digital art, paintings, child art and photographs.

6 afaqs! Reporter, November 1-15, 2010

THE TIMES GROUP       Sponsored by

he Times Group, which has He says that as the business strong media platforms with evolves and continues to grow at a Tnational presence, is set to rapid pace, it becomes necessary to launch Brand Capital, an innova- align the brand name with the core Prevention> The women’s health magazine tive offering to provide funding to business of providing advertising Prevention, had recently launched a unique initiative titled growth oriented enterprises for their capital to enterprising India. The Prevention Wellness Weekend in New Delhi. As part long term advertising needs. The growth of advertisement rev- of the initiative, residents of Delhi were invited to enroll The business vision is to estab- enue will continue to be the focus of and participate in various workshops, demonstrations and experience workouts, reflexology, dermat procedures lish Brand Capital as the engine Times Group and Brand Capital will across six different demarcated zones of family, health, for building brands in India, while bring in new and emerging product fitness, beauty, food and nutrition and alternative thera- the mission is to establish business and service businesses to the world MEDIA pies, which would enable them to live a healthy life. growth potential through the ‘brand- of brands, especially in the print ing prism’. medium. It is based on the rationale that “The stringent Chinese walls The series will Discovery Turbo> The second season of American for an entrepreneur to match the ensure that none of the group’s explore various Chopper: Senior versus Junior is being aired on existing players’ share of the market, advertising clients, including inves- aspects of the Discovery Turbo every Friday at 9 PM. The 8-part it is imperative to match their share tee companies, have any influence series explores the drama, the artistry and behind-the- of voice in advertisement media. on the editorial content of our pub- custom bikes scene information about The group believes that advertising lications,” clarifies Dhariwal, in the business. custom bikes business is the key to building wake of some “prevail- run by Paul Teutul Senior a brand, which helps ing misperception in and his sons. expand consumer certain quarters of the base, command pre- media.” MTV> Kurkure Desi Beats Rock On is all set for a miums and ramp up The Group has comeback on MTV. This season, the show will have a dif- the top line. been disclosing the ferent format - MTV is inviting entries from bands not The goal of Brand Brand Capital names of its inves- solo artists. Each band will get to perform two songs of Capital is to offer itself tee companies on the their choice, one cover and one original and top 10 bands as an entrepreneur’s aims to help website for a while will be shortlisted across five cities. The season will be first point of leverage. entrepreneurs now and has also dis- hosted by VJ Ayushmann and will be judged by music Another premise closed its equity stake director Pritam and bass guitarist and vocalist of Indian that Brand Capital is leverage the in investee companies Ocean, Rahul Ram. based on is that an intangible in related articles dur- entrepreneur needs to ing the DRHP period. aspects of their Tujha Vin Sakhya STAR Pravah > Marathi, GEC STAR Pravah, launched create value, above all The group claims that Re is produced a new serial - Tujha Vin Sakhya Re. The show is produced else, to stand out in products, namely, it will continue to by Telle-a-tale media and directed by Mahesh Tagade. The the midst of a clut- the brand. enforce this inviola- by Telle-a-tale protagonists of the show is being essayed by Kadambari tered marketplace. ble code and focus on media and Desai and Gaurav Ghatnekarr. Moreover, since access delivering unparalleled directed by The show is a love story which to technology and cap- value to readers and Mahesh Tagade. portrays the journey of Radhika ital has made it possible to replicate advertisers. and Rishab’s love and the sacri- products at a functional level, Brand The 172 year old Times Group fices they make. Capital aims to help entrepreneurs provides its clients with a 360 leverage the intangible aspects of degree spectrum of media assets in their products, namely, the brand. print, television, radio, internet and Sony> The general entertainment channel, Sony claims Explaining the launch of this new events. The group owns and manag- that reality show Kaun Banega Crorepati has recorded the brand, Ravi Dhariwal, chief executive es brands across media, such as The biggest opening with 6.2 TVRs. As per the channel, KBC’s officer, BCCL, says, “Our business Times of India, Times Now, Crest, first week average of 5.3 TVRs was the highest recorded for of funding advertisers for their media city centric Mirrors, The Economic any non-fiction show over last year. Also the channel claims solutions has grown significantly and Times, ET Now, Maharashtra that KBC’s opening episode reached 17.2 per cent of C&S several business houses have suc- Times, Navbharat Times, Vijay audience in Hindi speaking markets. cessfully leveraged this innovation Karnataka, Radio Mirchi, Times from the Times Group, through Music, Times OOH and its internet The results of The fashion maga- advertising, to accelerate the growth properties. Brand Capital provides Harper’s Bazaar> the survey will zine, Harper’s Bazaar India, has initiated a of their brands and corresponding the advertising power of these media reader survey about new emerging desti- enterprise value.” vehicles to its clients. be released in nations in fashion in India titled Women in December 2010. Luxury. The survey is aimed at understand- QUOTE OF THE FORTNIGHT ing more about what women really want, and is being conducted by the independent ‘‘There is very little difference research firm Ipsos Indica Research. in the performance of the top three Hindi news channels. Sakal> Sakal Media Group, which publishes Marathi daily Sakal, claims that as per ABC findings it has regis- There is little room for a tered a rise of over 4,17,000 copies. The company also single player to register a claims that the total circulation of Sakal in the state has jump of 5-6 per cent.’’ risen to 13,30,542 copies from 9,12,741 copies. The rise has been registered for the period of Janurary till June ANITA NAYYAR, CHIEF EXECUTIVE OFFICER, MPG. 2010 over January - June 2009.

8 afaqs! Reporter, November 1-15, 2010

MAA GLOBES 2010    Sponsored by

he 25th Annual MAA Globes attracted 350 amateur cricket teams, award ceremony culminated which participated to win the chance Ton October 18 in Washington of playing with the Chennai Super DC, USA. Forty eight Globes, silver Kings during the Indian Premier Maruti Kizashi> As automobile giant Maruti Suzuki and bronze awards, as well as Order League. gears up to launch its latest sports sedan Maruti Kizashi of Merit Certificates in 16 categories It also won a silver for ‘Mumbai in India, the company is simultaneously looking for a were announced. Smiles for a World Record’ - the suitable creative partner. All of Maruti’s roster agencies This year, five Indian agencies world’s largest oral care marathon are in the fray, including Publicis Capital, Lowe Lintas and brought home nine awards in all - in the Best Trade Marketing, Dentsu Creative Impact. The first round of briefing is over from eight categories. Retail Specific or Channel Specific and soon, the participating agencies will make the first The MAA Globes recognises the Campaign category. set of presentations. Kizashi will be Maruti’s response best of the Promotion Marketing In addition to this, two Orders to the Honda Civic as the company plans to offer more ` Award Programs executed in 26 of Merit were also won. One was features in the price range of 10-12 lakh. countries with its partners, including awarded in the Best Sponsorship or CAMPRO (Argentina), the APMA Tie-in Campaign category for ‘The Mahindra PowerScooters> Hindi film actor, Kareena Stars (Australia and New Zealand), Film God Speaks on India’s Biggest Kapoor has been appointed as the brand ambassador for AMPRO (Brazil), CAPMA Religion’ where Amitabh Bachchan Mahindra Two Wheelers’ entire range of PowerScooters. PROMO Awards (Canada), the did the cricket commentary as Auro Kapoor will feature in a 360-degree multimedia campaign, JPM Awards (Japan), (from the movie Paa) encompassing print, electronic and online media. The first PMAA Dragons during the India-Sri campaign will be for the Mahindra Rodeo. (Asia), the Silver Lanka T20 match. The Rodeo claims to be a youthful, fun and fresh brand that Mercury (Russia), the The second Order will be positioned as a two-wheeler with the right mix of

ADVERTISING ISP Awards (the UK) of Merit was won style and power. The PowerScooters portfolio caters to a and the PMA Reggie for ‘Aircel-History range of consumer segments and includes the Rodeo, Duro Awards (the USA). in the Making’ in the and the Flyte. This year, 140 Best Small Budget judges from 23 The five winning Campaign category. ACCOUNT MOVEMENT countries carried out JWT Mumbai won >> the judging process for Indian agencies a bronze award in the include Mudra > The media duties for brand Huawei were awarded to the 25th MAA Globes Best Cause or Charity Mudra Max following a multi-agency pitch, which involved awards. Max, JWT, Marketing Campaign around 10 agencies including OMD, Lodestar UM, MediaCom, Mike Da Silva, vice- Solutions Digitas, category for its ‘Street MPG, Motivator and TME.Mudra. The account size is around president, marketing, to School’ campaign `200 crore, spread over the next two years. Recently, MAA Globes, says Jagran Solutions for Balwadi Night the Mudra Group bagged the creative duties for Huawei, that this year, the and Accentiv’. School. following a multi-agency pitch process that involved two number of integrated JWT also won an rounds of presentations. The agency handles both above-the-line and below-the-line campaigns utilising Order of Merit in the communication for the brand. multiple techniques, including Best Brand Awareness and Trial social media, increased markedly, Campaign category for ‘Kellogg’s continuing the popularity of digital Special K - Be Special’. > Following a multi-agency pitch, JWT India has bagged techniques. The awards also received In the Best Use of Direct the creative duties for Google in India. The business will their first entries from Pakistan and Marketing and CRM in a Promotion be handled out of the agency’s Bengaluru office. Google Vietnam. Campaign category, Solutions is looking at a 360-degree campaign going forward. JWT The five winning Indian agencies Digitas took home a bronze for has already begun work on the campaign to take the brand include Mudra Max, JWT, Solutions ‘HP-Original Beats’. In the same forward in India. So far, Google has built its brand solely through word-of-mouth as opposed to traditional means of Digitas, Jagran Solutions and category, Jagran Solutions won an advertising. It has now turned to traditional communication Accentiv’. Mudra Max won four Order of Merit for ‘Internet Explorer for its web browser, Google Chrome, released in 2008. awards, including a Globe in the 8 - Explore Your Way’. Best Activity Generating Brand Accentiv’ India, too, won an Volume category for its work for Order of Merit in the Best Activity > Publicis Ambience Bengaluru, has bagged the 7Up: The Lemon Army. The Generating Short or Long Term creative mandate for the V-Guard business. The win Lemon Army activity reached out Brand Loyalty category for ‘Indian was the result of a multi agency pitch involving Mudra to nearly 40,000 people and Oil Xtra Power Programme’. Communications, Contract Advertising and Publicis Ambience. The incumbent agency on the account is TBWA. The ad spends for the coming fiscal are pegged at `10-12 crore. V-Guard has a product portfolio spanning QUOTE OF THE FORTNIGHT a large range of categories including voltage stabilisers, electric water heaters, solar water heaters and digital UPS systems. ‘‘Today, a brand’s value is very much tied to how it interacts > Following a multi agency pitch, MTV India has with the consumer, both online awarded its creative mandate to Bates 141. Bates won as well as offline, in-store, at the account after three agencies were selected for the final home…everywhere.’’ round of presentations. So far, most of the creative work by the channel was being handled in-house or with partners on a project basis. Bringing JOHN WREN, PRESIDENT AND CHIEF EXECUTIVE OFFICER, OMNICOM GROUP, the agency on-board does not mean that the in-house work will be discontinued. ON THE VALUE OF MULTIPLE INTERACTION POINTS WITH CONSUMERS IN GENERATING BRAND PREFERENCE, IN BRAND Bates 141 has had an earlier association with MTV, handling the creative duties for EQUITY. MTV Clothing and Accessories. The media mandate remains with Maxus.

10 afaqs! Reporter, November 1-15, 2010

   AIRTEL DIGITAL TV The Cultural Connect In its third commercial in the series, Airtel Digital TV shifts the focus to Bengal, as it promotes the offer of lifetime- free language channels. By Biprorshee Das

eaving your native land behind surely does not mean leaving behind all that you hold Ldear about the place. That’s the insight Airtel Digital TV used in the campaign for its lifetime-free language channels service. The campaign, which broke in August, first spoke about Kerala in the South, and then moved to Punjab in the North. Now, the third television commercial in the series shifts the focus to West Bengal. Created by JWT Delhi, each film shows a protagonist moving out of the hometown; and carrying along all that is cultur- Priti Kapur, executive you, wherever you are,” says Kapur. ally significant and true creative director and “The creative team then came up with the of the region. Through Kishaloy Basu, creative idea of a Pied Piper like young man, who unwit- this, the viewer gets an director. Fraz Batla is tingly takes all the entertainment characters with idea of the local enter- the copywriter. him, when he moves to Jaipur from South India tainment options. “Our brief was very for a job. This was followed by the quirky con- The latest film shows simple - to promote veyor belt spot (Punjab), as well as the Bengali a Bengali bride moving the Language Packs bride spot shot in Kolkata,” she adds. to Bhopal after her wed- that Airtel DTH has, Sugato Banerji, chief marketing officer, DTH ding. As the bride leaves and remind people that Services, Bharti Airtel says that entertainment her home, she takes Airtel DTH has a vari- per se has to be set in a regional context. along with her most of ety of entertainment in “Culture becomes more important when you what one would asso- (Left) Banerji and Kapoor: locally yours your local channels for move away from the natural cultural environ- ciate with the Bengali. ment. People like to feel comfortable in their Through the film plays a typical Bengali song; cultural environment, and language is the most while the message at the end of the film is, It is important for the DTH important when it comes to cultural entertain- ‘Enjoy your local channels wherever you go’. ment,” says Banerji. The earlier films too, in a similar fashion, service provider to reach out He goes on to say that it is increasingly captured Kerala and Punjab. The films have to more consumers in the important for the DTH service provider to been directed by Shivendra Singh of Dungarpur Films. The creative team at JWT includes interiors of the country.   $!>>

TVS to grab the attention of the cop. his dismay - the  cop  ! glares at him.>> The girl continues making faces The TVC ends with a voiceover ‘Do and the cop finally gives up as he your own thing girl, go Babelicious’. Do it Your Way does not know how to handle her. Conceptualised by McCann Erikson He lets her go through - to the Bengaluru, the team included Anil TVS has opted for a vibrant positioning for its Scooty astonishment of the onlookers. A Thomas and Joyeeta handling films, pizza delivery boy then imitates the while print and digital have been Pep+ range. By Anushree Bhattacharyya girl in order to be allowed to go. To handled by Jayan Narayan, Meera Prem, Neeraja M, Bijo Thomas and he Scooty has always played Kavita Mohandas. Vishal Nicholas a special role in a girl’s life was responsible for planning, while T- in college and to even at the servicing team included Paul her first job at times. Keeping the Philip, Kunal Madhavdas and Jeevan emotional factor alive, TVS Motors Kaur. Jonathan Lennard of Reel has launched its latest campaign for Company has directed the film. the newly introduced Scooty Pep+ Talking about how the team range. arrived at the concept of ‘Go Titled ‘Cop’, the TVC opens Babelicious’, Anil Thomas, execu- with a girl on a Scooty, who is tive creative director, McCann held up at a barricade put in place Erickson, says, “We saw an oppor- to let a fleet of the cars of a politi- tunity, with this collection, of going cian passing through. She honks beyond the mobility factor - a look at the cop manning the barricade TVS Motor Company manufactures at the bold colours on offer and and pleads with him to let her 43,000 units per month, out of which we wondered if we could position through - but he refuses. The girl   "# then starts making childlike faces 30,000 are Scooty and 13,000 are Wego. >>

12 afaqs! Reporter, November 1-15, 2010

   HORLICKS The Mega Plan The changed logo and packaging aim to bring about a unified new look in all the products under the Horlicks portfolio. By Anushree Bhattacharyya

laxoSmithKline has revamped its flagship wellness category. This fits into the company’s brand, Horlicks, after a gap of seven years. overall strategy to grow the brand organically GThe changed logo and redesigned packag- from strength to strength. It has been a natural ing aims to bring about a unified new look in all progression for Horlicks, with its plethora of the products under the Horlicks portfolio. offerings, thereby cementing its place as a mega Puneet Das, general manager, marketing, brand,” says Das. Consumer Healthcare (GSKCH), says, “The As part of the revamp process, GSK has brand has been in India for more than 100 years replaced the old look of the brand with new and has established a strong equity with consum- packaging and logo. With this, all products ers. Over the years, it has evolved to become a across the Horlicks portfolio have a unified mega brand worth more than `1,500 crore, with look. products under various categories such as biscuits, Talking about the use of each element in nutribars and the most recent one - instant noo- dles.” “As it prepares to enter the new decade, “Over the “GSK can now Horlicks has undergone changes in look and feel years, Horlicks launch a prod- in keeping with the changing times, while main- taining the core values for which the brand has has evolved to uct for which stood for across the years, thereby completing its become a brand the design will transition from a health food drink major to a food worth more than be automatically and beverage brand focusing on the health and `1500 crore.” available.” PUNEET DAS SUJATA KESHAVAN GIREESH GV

tthehe new look, Das adds, “The new look and years and are a dominant part of the base Horlicks fefeele has been arrived at after a lot of con- packaging. The logo of the Horlicks Nutrition ssumerum research and the inspiration has been Academy reinforces the brand’s trust and equity ttakenake from within the brand itself.” in the consumers’ minds and also reaffirms the TThe ‘Wave’ on the packaging symbolises scientific or expert credibility of the brand. ‘A‘Activity’Act and ‘Sfoorti’ and the milk and wheat He further elaborates, “This common iden- vvisual establishes Horlicks as the ‘Great tity reinforces the trust in consumers’ minds FFamily Nourisher’. across the product portfolio. The packaging has The blue and orange colours have been a part of the Horlicks brand for many   "%>>

ALFA 2003-04, as we wanted two differ- creative and Arijit Ray in servicing ent, standalone brands addressing and planning; while Prakash Varma the needs of different strata of soci- of Nirvana Films is the director. Back From a Sabbatical ety. The evolution was possible, Speaking on the thought-pro- as we were confident that it could cess behind the campaign, Bobby After a long gap, Alfa breaks a campaign on TV for stand on its own.” Pawar, chief creative officer, The new television commercial Mudra Group, says, “While the its new range, Boxer Strolly. The campaign has been has been created by Mudra. The brief was to talk about the new created by Mudra. By Anushree Bhattacharyya team includes Keerti Vinod in the product range, Boxer Strolly and show its toughness; we had to lfa, the independent luggage ence in the unorganised sector, make the TVC interesting for the brand from the house of I think it’s the right time for the consumer for them to remember AVIP Industries, has returned brand to switch from the unorgan- it, as the brand was coming back to to television screens after a gap of ised to the organised sector. As for TV after six years. Thus, we created six years. Its latest campaign is for the time when Alfa was not present the TVC and added a little tinge of its new range in the economy seg- on television, we were promoting romance.” ment, Boxer Strolly. With this, the the brand in the rural areas through VIP has fixed a marketing budg- company is looking at shifting the activations.” et of `10-15 crore to promote Alfa, brand from the unorganised sector Alfa, which was launched in both above-the-line which includes to the organised sector. 1989 as a sub-brand of VIP, went television and print, and through Manish Vyas, vice-president, on to became an independent activations across the country. VIP Industries, says, “It is almost brand. Vyas elaborates on the com- VIP claims that Alfa is a `160 after a gap of six years that we have pany’s decision. crore brand, clocking sales of over started advertising again. While the “Alfa gradually went on to 12 lakh units annually. FOTOCORP brand kept growing due to its pres- become an independent brand in Pawar: the six year itch [email protected]

14 afaqs! Reporter, November 1-15, 2010

   VOLKSWAGEN VENTO Attachment Theory The German carmaker talks about passion in craftsmanship so deep that even the engineers hate to see the car being driven away. By Biprorshee Das

hen something is built with love and He says that the film attempts to break a myth way we narrate our story to the customer, while care, it is tough to let go of. Using this by showing emotional engineers, who are other- ensuring the intended core message is intact.” Winsight, Volkswagen has launched its wise considered to be very detail-oriented and in The media duties for the brand are handled by entry-level sedan, Vento in India, through a com- control of their emotions. The TVC is being sup- MediaCom India. munication it calls ‘Tears of Perfection’. ported by print, online, digital and OOH. After a much-talked about print campaign Lutz Kothe, head, marketing and public rela- TALK OF THE TOWN where the creative agency, DDB Mudra gave tions, Volkswagen Passenger Cars, Volkswagen reative pundits have a strong word against the the newspaper a voice, the television commercial Group Sales India, says, “At Volkswagen, our aim Cexecution of the film, although the position- takes forward the message of how the car has been has been to break away from the communication ing has met with approval. crafted with much passion. clutter, by being innovative and refreshing in the Santosh Padhi, chief creative officer and co- The TVC shows a factory with founder, Taproot India approves grieving engineers and employees, of how the agency has taken the some even bursting into tears, physical attributes of the brand as the Vento is driven away by a and given it an emotional con- customer. As the film ends, an nect. “Everyone knows about employee is shown running after the features of Volkswagen cars. the car, pleading with the custom- The company has talked about it er to take care of the Vento. The enough. The emotional connect core message is that the Vento has to the craftsmanship is fantastic. It been manufactured with such care is a very good spot for the brand to that even its engineers have dif- be in; and this is what will connect ficulty in letting it go. with the consumers in India. You At DDB Mudra, the creative need to be strong enough to give team behind the TVC includes an emotional connect to rational Bobby Pawar, chief creative officer; Rajeev Raja, features,” says Padhi. national creative director; associate creative direc- However, the execution, as per Padhi, does not tors, Anshumani Khanna and Timsy Gupta and meet the set standards and makes it look rather creative supervisor Trishna Parkash. average. But he adds that the music works well. The film has been directed by Sebastian Strasser Sujit Das, executive creative director, Pickle of Radical Media and has been produced by Tapan Lintas echoes similar views, saying that while the Sharma and Anil Sonawane from DDB Mudra. thought is “very nice”, one could have worked Raja says that the brief to the agency was to wonders with it. “It could have been dramatised communicate that the car was the best in class. much further. The film is not at all in line with “The ‘best in class’ feeling led to the creative leap the international Volkswagen advertising and lacks - of the car being created with passion and love. class. The thought, which is really good, should

This further led to the idea of the engineers’ sense FOTOCORP FOTOCORP have come across more visually,” says Das. of regret to let it go,” says Raja. (Left) Kothe and Raja: the emotional connect [email protected]

<<  & "' GSK’s outlook to turn Horlicks into which the company can introduce decrease as the company will manu- a complete food and beverage brand sub-brands,” adds Keshavan. facture jars of one size and shape and from a health food drink brand. So Another initiative taken by the will only have to change the packag- The Mega Plan we created a master design archi- design agency was to create uniform ing for each variant.” tect, as per which GSK can launch sized jars of Horlicks. Keshavan adds, To promote the new look over been designed keeping in mind the any new product or sub-brands for “The malted drink is available in five the next 12 months, the company changing needs of the modern day which the design will be available different ranges, starting from Junior has kept a budget of `300 crore. consumers. Glass containers have automatically.” to Mother’s. While earlier, each GSK plans a mass media campaign, been replaced with plastic jars and “For example, if GSK plans to range had different shapes of bottles, which includes a range of televi- the shape is also quite contemporary introduce bread, the company can we created one uniform shape. This sion commercials and nationwide and easy to handle. The new look easily use the design created by us and will prove to be very cost effective for activation. As part of the activation, has been designed to keep the brand launch it under the brand Horlicks. the company because earlier, it had consumers will have to call and young and in keeping with the con- We have worked towards creating to manufacture bottles of all shapes answer three simple questions on sumers’ demands.” Horlicks as the umbrella brand under and sizes. Now, the cost per unit will health, record their mauka and stand The new packaging and logo a chance to get their opportunity have been designed by Bengaluru- funded by Horlicks. Apart from this, based brand consulting and design To promote the new look through the company will create eye catching agency, Ray and Keshavan. Sujata visibility at points of purchase. Keshavan, managing director, Ray television commercials and nationwide GSK claims that Horlicks cur- and Keshavan, says, “We created the activation, over the next 12 months, GSK rently has 52 per cent market share new look of Horlicks keeping the in the health food drink category. future plans in mind, as well as has kept a budget of `300 crore. [email protected]

16 afaqs! Reporter, November 1-15, 2010

   ZEN MOBILE The ‘Big’ Factor The ad campaign focuses on battery life. Will the presence of Big B help? By Ashwini Gangal

en Mobile, one of the ladies shyly approach him and ask emerging players in the him to show them another film. Zmobile phone market, He not only pays heed to their has rolled out its first TVC. The request by starting a new film on communication features brand his mobile but also brags that the ambassador Amitabh Bachchan gadget bears the capacity to show and has a budget of `25 crore for them many more films. “Is mein this quarter. ek picture kya, dus picture dikhane ka Zen Mobile, founded in dum hai!” are Bachchan’s words. September 2009, is a sister con- The tagline, ‘Start a following’, cern of the Telecare Group, appears as a super on the screen. which has 15 years of experience The creative team at Bates in managing and distributing tier 141 that worked on the campaign I mobile brands. Zen Mobile believes that the Deepesh Gupta, managing director, Zen Mobiles, comprises Sambit Mohanty, executive creative brand is poised to have a national footprint and says, “This is true for a majority of the products in director and Sagar Mahabaleshwarkar, national that Bachchan’s mass appeal will help cut through our portfolio as 80 per cent of the sales come from creative director. Shoojit Sarkar of Rising Sun the clutter. these areas.” Productions has directed the film. The target group (TG) primarily comprises Bates 141 has created this campaign for Zen Mahabaleshwarkar clarifies that the TG (tier II individuals belonging to tier II and tier III towns. Mobile. The brief given to the agency was to focus and III) is not the reason why the film is set against on the extended life of the battery of the handset. a rustic background. “This was done to highlight The 45 second film is set in an outdoor, rural the long battery life of the product. Videos con- environment. In the TVC, Bachchan plays the role sume maximum battery, hence the idea of viewing of a projectionist, who arranges movies for the vil- films on this phone was used; the situation of pro- lagers. In the midst of one such viewing, the film is jectors failing - a common occurrence in villages discontinued due to a glitch in the projector. - was apt to highlight this product feature,” he The annoyed villagers make their irritation explains. He goes on, “The big battery story is told apparent and demand a refund, and in order to using earthy humour as it’s a refreshing change quell their dissatisfaction, Bachchan continues the from the chic, urban setting of most mobile phone film on his Zen Mobile M-25 handset - explaining commercials.” to them that it is a ‘mini theatre’. Eager villagers Mohanty is of the opinion that in a mobile gather around the device and enjoy the rest of the market crowded with celebrities, Zen had to

FOTOCORP film. (Left) Mohanty and Mahabaleshwarkar Towards the end of the TVC, a couple of   $$>>

<<  & "$ 30,000 are Scooty and 13,000 are For Jitender Dabas, executive Wego. Speaking about brand Scooty, planning director and vice-president, S Srinivas, general manager, market- JWT, the agency has not focused Do it Your Way ing, TVS Motor Company, says, “The on the new product range, rather it constant endeavour of the Scooty has concentrated on the presenta- this collection as a fashion accessory. brand team at TVS has been spotting tion of the girl. He explains, “I don’t Yes, the bike helps you get there, emerging style, fashion and lifestyle see much of a focus on product but getting there looking absolutely trends amongst young women that functionality here but I don’t think Babelicious doesn’t hurt either!” he can keep Scooty as the boldest fash- that is the intention of the com- adds that what others might find as ion statement on the roads, and in the mercial. They seem to be trying to shocking, the Babelicious girl finds process, give our consumers newer celebrate the bold, carefree attitude perfectly innocent and natural - be it and fresher ways to express them- Srinivas: being bold of the urban girl and the scooter is behaviour or the choice of bold strik- selves as they continually redefine used almost as an accessory which ing colours for a scooter. the meaning of femininity. Keeping “The current advertising, I feel, is enhances her attitude.” “Hence, the importance of spon- the changing trends in mind, we had not doing justice to the brand. Girls “The attitude comes through the taneity and effervescence in the earlier introduced the special range, using their charm or unfair advan- grammar of the film and a very chic characters - who think it’s okay to Wimbeldon.” tage is a strategy which has been done execution. It should, therefore, defi- create a ruckus so that she could a million times before. So, there’s nitely find resonance with the young cross the barricade or wear lipstick THE IMPACT nothing new strategically and the girls - though I personally prefer the in the middle of the road,” says o has the TVC cast an impact with current creative doesn’t add any new first of the two TVCs (Make up). Thomas. Sthe concept? dimension to this route, which could However, I don’t see this position- Currently, the size of the two Prasanna Sankhé, national crea- have made it at least watchable. More ing of ‘Go Babelicious’ as being very wheeler market is 10 lakh units per tive director, Publicis Ambience, importantly, from my point of view, ‘distinct’ from all the scooter brands month, out of which the variomatic says, “Scooty Pep, the product as well the product doesn’t have any role to targeting the females. Now, they all (gearless) scooters category accounts as the communication, in its initial play in the ad. A girl trying to use her seem to be celebrating the ‘bold’ atti- for 1,50,000 units per month. TVS launch years, had created a very nice charm to get her way can either be tude of the girl of today in one way Motor Company manufactures space for itself and that showed in its very cute or irritating. This, I fear, or the other,” adds Dabas. 43,000 units per month, out of which popularity as a product.” is tilting towards the latter,” he adds. [email protected]

18 afaqs! Reporter, November 1-15, 2010

   NACO Make a Difference The TVC is the third in an ongoing series of advertisements that first broke in October 2009. By Ashwini Gangal

ACO (National AIDS Control that the insights used for that ad Organisation) has recently released the were the myths people harbour Nthird leg of the campaign that broke in regarding girls donating blood. 2009. Part of a long-term initiative that encour- “The current film shows ages blood donation, the present advertisement the recipient of the good deed is a 40-second TVC that was released on TV of blood donation saying ‘thank channels in October this year on National you’ and warming the cockles of Voluntary Blood Donation Day. someone’s heart. This ‘thank you’ is The previous two phases of this blood dona- the stimulus, and the man is shown honour- tion campaign were executed in the form of two ing what the girl says, by donating blood. This TVCs, one that broke on October 9, 2009 and behaviour change is the desired response we another that broke around February this year. want to generate amongst viewers,” Mitra states. These films served to promote the act of Besides TV, print and radio were used for donating blood, as does the current film. The this phase of the campaign. The print medium difference is that while the earlier ads commu- was utilised for one ad that appeared in a leading nicated the message from the donor’s newspaper and radio was used for one spot. viewpoint, the present ad does so tioned film released earlier this from the recipient’s point of view. year; while that for the film released DOES IT WARM HEARTS IN THE The campaign has been created by last year was: ‘Sochiye Mat, Karke INDUSTRY? the BBC World Service Trust. The Dekhiye, Acha Lagta Hai’. or the most part, industry experts approve firm has been working as the creative The production house for this FNACO’s communication efforts. agency for NACO in the designated campaign is Chrome. The film has Nilesh Vaidya, executive creative director, Euro thematic areas of condom usage, STIs been directed by Nikhil Rao. The RSCG India, is of the opinion that guilt is one of (Sexually Transmitted Infections) copy writer is Mansi Jain and the the biggest motivators one can use in communica- and blood safety. music has been composed by Bobo. tion. “Using a cute child as an afflicted patient, In the film, a little girl is seen Radharani Mitra, creative direc- who needs regular blood donations, is bound to approaching a gentleman at a public tor, BBC World Service Trust says, melt many a heart,” he says. eatery and thanking him for donating “Everyone knows that donating He adds that the commercial is well-directed blood to her. She tells him that she is blood is a good thing to do; but with “neat performances” from both the grown- suffering from thalassemia and that Mitra: feel good there exist several barriers to actu- up and the child. “It is several notches above the adults regularly donate blood to help ally coming forward and doing it. usual sarkari public service commercial. In fact, her out. Often, people view it as a thing to do only during you don’t even expect it to be sarkari, till you see The gentleman confesses that he has never emergencies, rather than on a regular basis. The the clutch of logos fighting for space at the end,” donated blood. After a moment’s hesitation, the task is to make blood donation look good.” Vaidya remarks. little girl shrugs it off, saying he could do so the She explains that the BBC World Service Trust He continues, “But will it make anyone donate next time. She then moves on to another person monitors the barriers and motivations associ- blood? To get me to roll up my sleeve, you’ll have while he looks on, deeply touched. At the end of ated with blood donation and creates campaigns to answer one big question: How safe am I donat- the ad, both the characters reveal the tagline of the accordingly. “This is the reason why the previous ing blood at the average blood bank? Not very, I’d campaign, ‘Karke Dekhiye, Acha Lagta Hai’. ad focused on the issue of how girls feel donating This tagline was also used for the aforemen- blood makes them weak,” Mitra informs, adding   $%>>

<<  & "$ outdoor promotions in Mumbai that it works well in India. “It “Judged from the point of ‘Does and in cinema halls across the is a lovely insight, very powerful. it meet the brief?’, it does the job. country. The media duties are One of the first things people look Judged from a tougher yardstick of, The Cultural... being handled by Madison. for when they relocate is regional ‘Will it be remembered next year?’, entertainment. It is hugely true, the answer is a polite ‘No’,” he says. reach out to more consumers in the MOVING ON TO THE particularly for a country like ours. Rajeev Sharma, national plan- interiors of the country, besides the OPINIONS... The films are nicely made as well,” ning director, Leo Burnett India usual high-definition TV viewers he campaign has met with says Sengupta. likes the fact that the multiple exe- and the middle class, who opt for Tfavourable views, as industry Emmanuel Upputuru, national cutions serve a purpose. DTH for better quality. Thus, he experts find that the insight is strong creative director, Publicis India is “The multiple executions here, states, regional entertainment is an and the execution does justice to it. slightly more critical; although he unlike a lot of campaigns, have a effective tool to exploit. Rahul Sengupta, national crea- acknowledges that the insight cre- reason for being - because each one “The deeper you go, the higher tive director, TBWA India approves ates empathy and makes the film brings alive the flavour of enter- the language insularity. We might of the insight and is of the view relatable. tainment that each region enjoys. see some as obscure channels but Is there a deeper human truth for a person, in say, Orissa, the that lifts this to greater heights regional channel is the most impor- The TVC is being supported by outdoor than above average? Perhaps not. tant one. Language content, hence, promotions in Mumbai and in cinema But maybe that would be getting is most important,” says Banerji. greedy,” says Sharma. The TVCs will be supported by halls across the country. [email protected]

20 afaqs! Reporter, November 1-15, 2010

   NESTLÉ Buzzing with Activity The FMCG player has adopted a new aggressive, tone for brand campaigns for several of its products. What is it that has brought about this change? By Ashwini Gangal

he Swiss company, Nestlé has a long histo- consumer, who is only half clued into the ocean reason to which the change could be attributed. ry in India; it is also believed to have a great of brand messages, would be able to recognise that Many industry observers believe that this Tunderstanding of Indian psyche. However, more than a few drops now belong to Nestlé’s recent flurry of advertising is a reactionary move, when it comes to advertising, the general opinion brands. due to external pressure and competition. The is that Nestlé’s campaigns are quite mundane and What has brought about this change in strategy? Cadbury-Kraft and Wrigley-Mars tie-ups or even non-explosive. With a long list of brands and a turnover of `5,000 the Britannia-Danone break-up have changed Industry observers do say that most heritage crore plus, there certainly wouldn’t be just one the competitive environment for Nestlé. Besides, brands tend to get stale. However, growing competition in one cat- in Nestlé’s case, it constantly egory - the challenge posed by innovates with its products and Knorr, Tasty Treat and Foodles to advertises to inform consum- Maggi instant noodles - is forcing ers about these innovations. The the company to get aggressive in problem is that Nestlé’s ads never other categories. quite generate excitement or inter- But then, another set of opin- est; they only aim to announce. ions deems the move as proactive, Lately though, the company rather than reactionary. - though its officials declined to Jagdeep Kapoor, MD, Samsika comment on the development - Marketing Consultants remarks,

seems to be moving in a different FOTOCORP “One would notice that Nestlé direction. (from left) Varadarajan, Halve, Arora and Kapoor: action at last is running parallel campaigns, The recent Kit-Kat ad - shot in instead of successive ones. LA with the post-production done in Dallas - did The company is now strategically, sensibly and surprise many. The company also revamped its Many observers believe sensitively giving each of its brands due priority, brand, Bar One and started advertising it after a which implies that it’s ready to take a quantum gap of six years. that this recent flurry of leap.” For its coffee brand, Nescafé, the company According to Anand Varadarajan, CEO, Added rolled out a teaser campaign with an episodic advertising is a reactionary Value (a brand development and marketing insight storyline, featuring Deepika Padukone and Purab move, due to external pres- consultancy), brands grow only if they have vital- Kohli. The change is such that even a semi-attentive sure and competition.   $'>>

<<  & "# while highlighting the features of the point that it has extended battery life to watch a film on a cell instead of product. The campaign will cover in a convoluted way.” He, however, the big screen. Rural audiences are The ‘Big’ Factor 360 degree activation across televi- says that he found the rest of the cast- shown being robbed!” she adds. sion, print and outdoor avenues. ing “sweet and memorable”. She feels that while for Idea, “the stand out - the attempt thus was to Swati Bhattacharya, vice-presi- brand steps in for the people”, in use Bachchan in a different avatar. DOES BIG B MAKE A BIG dent and executive creative director, this case, “the brand steps in for “We wanted to depict him not as IMPACT? JWT Delhi says that the ad, due to Bachchan”. a typical brand ambassador but as he campaign elicits lukewarm its rural backdrop, reminds her of Deepesh Jha, executive creative a character people would identify Tresponses from industry folk. the Idea Cellular ads, except that director, Lowe Lintas Delhi says that with,” Mohanty says. One remark escapes Rohit “here, instead of the son (Abhishek for a ‘first time ever’ communication He goes on to explain that the Malkani (aka Popo), executive crea- Bachchan), the father is seen endors- attempt, the ad lacks that ‘introduc- mobile market is an extremely com- tive director, Grey, after having seen ing the product,” she says, adding, ing/now here’ feel. “It just seems like petitive space - so the task at hand the TVC. “Another Big B com- “I almost expected ‘What an idea, a product/feature-based ad,” he says. was to convey that Zen Mobile is a mercial!” he exclaims. He goes on Sirjee’ to flash at the end of this Zen Regarding the creative idea, he serious contender. “In a sense, hav- to impart candidly, “It’s a bit of a Mobile TVC!” continues, “The creative idea is a ing Bachchan endorse the brand is wallpaper effect for me - honestly. “Idea already has a strong con- play on the product’s widescreen. like making a statement that Zen is Surely there were other celebrities nect with this kind of rural setting Set in the rural context of open air a strong player. The main reason, of who could have been considered.” and has utilised the space with a lot cinema, the situation is interesting, course, is to strike a chord with the Malkani adds that in his opinion, more soul and integrity than this ad. though the storyline and twist leave TG from small towns,” he adds. the ad film is all about “an extend- The Zen Mobile ad shows villagers you wanting more.” He opines on a related tangent ed comeback that tries to make the getting hoodwinked and being made Jha concludes that the film gets that Bachchan’s appeal amongst this caught between trying to deliver two TG is the reason why KBC (Kaun messages - widescreen and long- Banega Corepati) - with most of its The target group for the campaign com- lasting battery. contestants hailing from these areas - “Chances are that only one will has brought him back on board. prises individuals aged 25 years or more get picked; one can safely assume More TVCs featuring Bachchan and typically includes all participants in that it’ll be the widescreen feature,” are on the cards, in which he will Jha adds. be seen playing different charactes, the home-building network. [email protected]

22 afaqs! Reporter, November 1-15, 2010

    MAHINDRA A soul mate The brand campaign for the two-wheeler Stallio turns its back on aggression. By Ashwini Gangal

ahindra 2 Wheelers has rolled out an concerned, the two vehicles target varying TGs ad campaign for its recently launched - Mojo will target a more affluent TG vis-à-vis Mtwo-wheeler, Stallio. It’s a 110cc entry- the Stallio. level bike. Currently, two TVCs featuring brand ambas- STALLION’S BRANDING STORY sador Aamir Khan are on-air. The films have been he name, ‘Stallio’ draws on the word ‘stal- created by Mahindra & Mahindra’s creative AoR, Tlion’, which means horse. Viren Popli, senior Interface Communications. The TVCs almost vice-president, strategy and market development, mock the uncalled-for aggression that has become two wheeler sector, Mahindra & Mahindra , says, a standard feature of bike advertising. The creative that the relationship between the Stallio and its was conceptualised to rider is akin to that between a reflect a personality that warrior and his horse. is diametrically opposite “There is a fast-moving to that portrayed by the rhythm to riding a Stallio; competition. it has a sharp up and down Stallio has been posi- movement, much like riding a tioned as a stylish bike horse,” he muses, before going that comes with the reli- on to explain, “For centuries, ability of the Mahindra the horse has been man’s best brand, and therefore, friend and soul mate - the two gives complete peace shared an emotional relation- of mind. In the films, ship that even a wife has had Khan attributes ‘jaan’, to respect.” This positioning ‘shaan’ and ‘itminaan’, reminds one of Bajaj Chetak that is, peace of mind, (which also means horse) that to the bike. The two wheeler Stallio says ‘no’ to aggression, promising was launched years In the films, Khan back. The motor-scooter was talks about going back promising complete peace of mind. named after Chetak, the cele- home to his waiting brated horse of Indian warrior mother. One of the consumer insights used here at garnering high recall in urban and semi-urban Rana Pratap. was that Indian women tend to worry, when the areas, creating instant brand awareness, recall and Thus, the Stallio logo resembles a galloping men in their lives invest in two-wheelers. cut-through. horse. The branding and logo design has been While the objective of the communication is On the cards is the launch of yet another two- done by Lokus Design. “The logo for Stallio didn’t to get Mahindra Stallio into the consideration wheeler, Mojo, later this year or early next year. call for extreme innovation. It is chrome (silver) set of the consumer as a viable alternative in the While Stallio targets consumers in the 18-25 in colour, as this symbolises its strong, yet non- entry-level segment; an equally important aim is years age bracket, Mojo will look to stir a slightly aggressive, nature. The letter ‘S’ is deliberately to build an emotional connect for the brand in older set of individuals - those in the age group the consumers’ minds. Khan’s presence is aimed of 25-35 years. Even as far as economic status is   $%>>

 & $$ market scenario. in the house, the willingness to buy He adds, “The renewed interest in << Referring to the latest Kit-Kat partially-cooked foods, kids’ need for Nescafé is probably to make coffee commercial, Arora says, “Usually variety, a decline in the number of ‘cool’ again.” Buzzing... when the ECT (Execution Cut young women who cook, an increase After the initial divide of “com- Through) is good, the BCT (Brand in out-of-home consumption and moner’s chai” versus “elite coffee”, ity and continue to be relevant to the Cut Through) tends to be poor; but the need for constant munching. which was combated by the appear- consumers. And in India, brands lose in this case, it was done in a balanced “Two big social trends today are ance of tea in fancier variants (iced, vitality in differentiation fast. Thus, manner.” the encouragement of Maggi as a lemon), coffee needed to make its they need to use tactics such as emo- According to Anand Halve, direc- staple diet and the culture of 24-hour presence felt yet again. “This is why tional positioning. tor, Chlorophyll, this aggressive grazing. This has made the soil in youngsters Deepika and Purab Kohli Many industry observers attrib- advertising could be the culmination the snack category fertile. Nestlé is are endorsing Nescafé today,” he ute this burst of advertising to the of several societal changes, including sowing seeds by increasing its adver- says. generic reason of category growth. the acceptance of foods not cooked tising,” says Halve. However, the reasons for Nestlé’s As Richa Arora, founder and changed communication strategy chief strategy officer, Five by Six could be internal as well, such as the Consulting, says, “There is so much recent appointment of a new CEO. noise in the food and beverage cat- Halve also charts the traits that egory today. In order to beat the fit ‘Nestlé then’, ‘Nestlé now’ and clutter and raise brand visibility, this ‘Nestlé next’. If ‘Nestlé then’ was spurt in communication is impera- The aggressive advertising by Nestle warm and likeable; ‘Nestlé now’ is tive.” active and admirable; ‘Nestlé next’ However, this also implies that could be the culmination of several would be charged and exciting. Nestlé is reacting to the changing societal changes. [email protected]

24 afaqs! Reporter, November 1-15, 2010

 

VIZISENSE <<  & $' A soul mate

made thick to underscore robustness - a value of Farming Online the brand,” enlightens Siddharth Kabra, director, Lokus Design. During the ideation stages for this According to the online measurement site Vizisense India has design, several parts of a horse’s anatomy, such as its mane, muscles and neck, were used as part of nine lakh Farmville users. By Kapil Ohri the Stallio logo.

MOJO’S MAGICAL DESIGN he logo for the 300cc Mojo, on the other Thand, is gold in colour, as the bike has a lot of gold-coloured parts; and more importantly, because the premium colour of gold is in sync with all that the bike stands for - extravagance and extremes. The Mojo logo will appear on a cast aluminium plate. “For the Mojo, efforts were taken to break away from the traditional way of writing brand names. A molten, fluid feel is intended in the logo,” informs Popli. He adds that the high power machine stands for the riders’ personal capability and self-confidence, as “The word ‘Mojo’- meaning magic charm that makes one look more appealing - is reminiscent of ‘Got My Mojo Working’ by The Blues Brothers.” Kabra adds, “The word Mojo is meant to convey libido and the visual language is of the ‘flower power’ variety, belonging to the late ’60s

nline audience measurement site males, while 2 lakh are females. Vizisense.com has revealed some interest- Other applications which became popular dur- Oing facts about the usage of applications ing that period include Mafia Wars (2.6 lakh male on Facebook.com in India. and 36,000 female users) and Cafe World. In its report, titled ‘Social media demystified’, The study further points out that more than 50 the site estimates that around 35 lakh unique per cent of the time spent on Facebook was actu- Facebook users - out of 2.2 crore unique users in ally routed to applications (available on the social India - accessed applications available on Facebook. networking site), while 31 per cent of the total com every month during January-July 2010. time was devoted on the Facebook homepage. Of these, 28.7 lakh (82 per cent) of the applica- About 7 per cent and 5 per cent of the total time tion users were males; 22.4 lakh users were from was allocated to photos and search by Facebook Popli: offering clutter-free look metros, 12.6 lakh users were from non-metro users in India. and ’70s. It carries sexual undertones without areas. A majority (61 per cent, 21.3 The findings are based on the being crass.” Mojo, which is being positioned lakh) of the application users on number of unique users logging as ‘the fastest Indian bike’ is neither an out-and- Facebook belonged to the age brack- Farmville, on to particular categories of social out cruiser nor a mere racer, rather, it has been et of 15-24 years. Twenty five per media sites, during January-July stylised with a groovy, retro feel. The commu- cent (8.7 lakh) of application users Mafia Wars 2010. A sample panel of 5,500 nication for the product would position the bike were in the age range of 25-34 years. and Cafe Internet users - selected out of not as a regular mode of transport, but as a vehi- Amongst the various applications 1,00,000 Vizisense.com panellists cle for passion riding or weekend escape trips. on Facebook, the farm based vir- World are the who remained online consistently For both the Stallio as well as the Mojo, the tual game, Farmville, was the most for the seven months, was used for branding has deliberately been done on the side popular application. most popular the study. The results were extrapo- panel of the bikes, in order to avoid cluttering Vizisense claims that there are applications lated based on the internet usage of the fuel tank space. The tank will bear only the about 9 lakh Farmville users in this sample panel. Mahindra & Mahindra logo. India. Of that, about 7 lakh are on Facebook. [email protected] Popli reveals the marketing initiatives for the Stallio. The first phase of the campaign ran on indiabikers.com, an online community wherein people were required to apply for “the best job”. <<  & $! someone’s life. The feeling that one experiences Out of 25,000 applicants, 20 were selected to after donating blood has been highlighted well.”. execute the next phase of the campaign. “The Will the film make people get up and donate winners will ride the Stallio, meet the other “job Make a Difference blood, though? “That’s a gradual process. The applicants” and blog-tweet about their experi- wager, if the National AIDS Control Organisation ad certainly helps build a certain mindset in that ences with the bike, along the way,” says Popli. has to do a TVC telling people to donate blood.” direction,” Pandey answers. The rides will last for six weeks and are Govind Pandey, president, McCann Erickson, “They aren’t trying to change the world; they’re slated to start after Diwali. There would be four says that the ad serves to stir viewers’ conscience trying to tell each individual that he/she can make starting points for the bikers, that is, Mumbai, and successfully instils the realisation that blood a huge difference in his/her own small way. This Ladakh, Kanyakumari and a location in east ern donation is something that one can actually do. has been nicely done without wagging an accusing India. “Post the journey, the riders will get to “The basic point that the ad manages to get across finger,” Pandey concludes. keep the Stallios,” enthuses Popli. is that one small step can make a big difference in [email protected] [email protected]

26 afaqs! Reporter, November 1-15, 2010

    Can mobile apps affect the mobile Browser Market? Many websites - available as mobile applications - can be accessed on mobile phones without opening the mobile internet browser. Will this hurt the market share of mobile internet browsers? By Kapil Ohri 1  10 ()(* +*),* *-*+. -*+/(*) /0**10. Director and co-Founder, DealsandYou Comm. Manager (India), Opera Software CEO, Mobme ED, StratosHear Technologies KAUSHIK CHAKRAVORTY THERE IS NO NEED WITH THE ADVENT A FOCUSSED THE MOBILE TO ANNOUNCE THE OF SMART PHONES, APPLICATION WORKS APPLICATIONS DEATH OF THE MOBILE WE HAVE SEEN MUCH BETTER THAN AN MARKET WILL INTERNET BROWSER YET. AN INCREASING ARCANE WEB ADDRESS CONTINUE TO GROW MOST MOBILE INTEREST IN THAT PEOPLE HAVE TO BUT WILL NOT APPLICATIONS PROVIDE APPLICATION MANUALLY NAVIGATE OVERTAKE THAT FOR SIGNIFICANTLY FASTER DOWNLOADS. BUT TO. APPS AVOID THE MOBILE BROWSERS. and superior experience to apart from four or five favourite interface that mobile browsers The reasons why apps will not be all the things we want to do applications, the others aren’t add, have less distracting hugely famous in India are: used more than once. a) Growth for mobile phones is regularly with the internet. The internet browser is here advertisements and fit in in rural India - with education A significant part of mobile to stay. The one thing that will much better with user levels being low it would be internet however, is about change is the way browsers expectations. As a result, difficult for app-makers to discovery and casual surfing will work. Opera has worked mobile browser usage could penetrate this market. on making browsers available b) As browsers come pre- for which a consumer won’t for phones, PC, TVs, gaming decrease greatly. installed in handsets, the go through the effort of consoles and anything that has Mobile browsers try to first battle is won by the installing an application. an on and off switch. In some of adapt websites to a smaller browser maker. No handset As phones get smarter, these places you will not be able screen. They succeed at manufacturer will consider to notice it is a browser - the a cell phone without a pre- screens larger and data costs user interface looks different times, but often fail when, installed browser. lower, internet access from from that of a browser. flash-heavy websites or text- c) With a new handset being the mobile phone is poised We come across applications heavy pages can’t be easily launched every two weeks to overtake that from the that are created for a particular formatted for a smaller screen. it will be tough for app platform. Going ahead, developers to keep pace and PC and bring in more first- developers will find it more Apps sidestep this problem cover the entire market. time internet users, who effective to develop apps using by virtue of the fact that d) With users seeking ringtone, will explore the web before web technologies, because it will they’ve been developed for a wall paper download and deciding what they want to allow them to reach more people particular phone or platform. others, it’s obvious that the and not restrict their work to any users’ demand for WAPsite do regularly. Mobile browser one platform. Mobile advertising is set content will be high - users are going to grow as will As more people start using to change too. When more something which apps can’t the total browser minutes. But smart-phones, the demand for platforms come bundled suffice. the minutes per user will fall such web-based apps will rise, as with ad solutions, custom ads e) An app will always cover one will the market share of mobile site, which is only a fraction of as users start installing more internet browsers. might decrease or disappear the entire mobile traffic. and more apps. entirely.

28 afaqs! Reporter, November 1-15, 2010

   COCA-COLA Fizz of the Season The cola giant’s new campaign uses the 400-year-old Warli art, that symbolises connection to roots, which is what the brand is aiming to promote this festival season. By Anushree Bhattacharyya

he cola giant, Coca-Cola India, spreads the spirit of celebration and together- Tness this Diwali with its new television commercial. The campaign, focussed on the youngsters, talks about their desire to remain close to their roots, even as they step out in search of new opportunities. Titled ‘Come Home on Deepawali’, the television commercial opens on a young boy stranded in a hilly region and is not able to find a bus to go back home. He checks out a bus that has broken down and even asks a couple of people at the bus stop whether there is a bus to Delhi but, receives no response. Shrugging in disappointment, he sits at a tea-stall, opens a bottle of Coca-Cola and wishes himself, ‘Happy The campaign captures manager, while the planning team includes Diwali’. Sandip Mahapatra, vice-president, planning. Suddenly, an animated firecracker bursts in the emotions and desire of The film has been directed by Dibakar Banerjee the sky. The boy is startled, but tries his luck of Freshwater Films. by saying ‘Happy Diwali’ again. This time, ani- youth to remain close to Speaking on the concept of using the Warli mated characters - created in the Warli art form , art form, Joshi says, “The art form brings the begin dancing on the bottle. A peppy soundtrack home, even as they step out feeling of joy and festivity in the commercial. accompanies their antics. These characters get in search of new The idea was to showcase the feeling of celebra- off the bottle, onto the bench and to the bus. tion and the joy of coming home this Diwali.” As if by magic, the bus lights up and the driver opportunities. Apart from the TVC, Coca-Cola has also calls for passengers going to Delhi. The elated launched an outdoor campaign and on-ground boy runs and hops on, shouting that he is going chairman and regional executive creative direc- initiatives such as road shows and contests across home. The TVC ends with the tagline, ‘Coke tor (Asia Pacific), Ashish Chakravarty, creative key markets. The digital leg of the campaign Open Happiness’. chief, Tirtha Ghosh, creative director and Nakul comprises activites on Facebook and mobile The film has been conceptualised by Sharma, creative director (copy). The servicing applications. McCann Erickson. The team in the creative team includes Debashis Paul, executive presi- department includes Prasoon Joshi, executive dent, servicing and Peter Mcaliaster, project   ''>>

GINGER HOTELS reveal the exact percentage of total properties across India, says Nimesh bookings that Ginger Hotels gets Shah, head maven, Windchimes online. Communications. Being Social He says, “There is a loyal base Shah says, “Ginger Hotels’ pres- of customers of Ginger Hotels, ence will be created on Facebook who are active on the internet. and Twitter. We may also enable After experimenting with search and display advertising, We want to leverage the power of the brand to interact with consum- Ginger Hotels now plans to leverage social media for social media to acquire new cus- ers on travel-related online forums tomers and engage the new and and discussion boards. Interactions marketing. By Kapil Ohri existing customers with the brand.” with bloggers, who write on the Through this media, the company travel industry, could also be oots Corporation Limited tells afaqs! Reporter. intends to reach individual and cor- considered.” (RCL), a subsidiary of The The hotel-chain is already using porate users in the age group of Shah indicates that the agency RIndian Hotels Company search engine marketing and ban- 25-30 years. may develop applications (online (Tata group), has appointed ner advertising to promote Ginger Apart from engaging and acquir- and mobile) for the Ginger brand. Mumbai-based digital agency, Hotels on the internet, ing customers, social There are plans to leverage location- Windchimes Communications to and already get a sub- media will be used to based services such as Foursquare. handle social media marketing for stantial chunk of hotel create awareness and com to promote the brand through its low-cost brand of hotels, named bookings through the promote products and social media. Ginger. The agency will handle the internet. Mardikar, services offered by For the record, Windchimes also account on retainer basis. however, declined to Ginger Hotels in its 24 handles the social media duties of “This will be the first Red Bull and hotels owned by the time when Ginger Hotels Through social media, the company ITC group. It is also involved in (Gingerhotels.com) will establish Online Reputation Management its existence on social media,” intends to reach individual and corporate (ORM) for various brands owned Kishore Mardikar, head, market- by Hindustan Unilever. . ing and sales, Roots Corporation users in the age group of 25-30 years. [email protected]

30 afaqs! Reporter, November 1-15, 2010

he Metro is not just changing the way ‘one city’ - a feeling that Kolkata and Mumbai the youth, who are growing up under the Delhi is looking. It is also changing inspire. This changing landscape will affect the shadow of the Metro. the way the Delhi resident looks at job market in a big way. Firstly, the corporates life, his lifestyle and his environs. need not be located mainly in South Delhi, MULTI-TASKING TDelhiites, who always loved the independence Gurgaon or Noida. Instead, they can have their ravelling by the Metro would mean great of a personal vehicle, are slowly but surely offices anywhere in the city. Tfreedom for commuters. Firstly, their hands adapting to the Metro Rail culture. Companies too can now attract talent from will be free of motorbike handles and steering It has been eight years since the first coaches anywhere in the city. In fact, till recently, it wheels. They will also get some free time while of the Metro rolled out. However, it is only in was almost impossible for a Noida resident to travelling. How will they use this? the last year or so that the network exploded. take up a job in Gurgaon, however lucrative the The earliest assumption was that it would From just a 22 km stretch in 2002, the Metro offer. Either he or she, had to shift base or give create a market for reading. This was based on the today crisscrosses Delhi, Noida and Gurgaon up the offer. experience in Mumbai’s local trains where reading with approximately 200 km of tracks carrying Many industry observers believe that Delhi 1.2 million people. Besides connecting people, could now emerge as a hot career destination - the rapidly evolving rail system has - and is in quite like Singapore, where the Metro system the process of - changing consumer mindsets, was used to promote the city as a good place media habits and the city itself as a market. to work and attract talent from across the Asia- At present, around 10 per cent of Delhi’s Pacific. population commutes by Delhi Metro (owned Entertainment, shopping and eating by the Delhi Metro Rail Corporation – DMRC) destinations will come closer and closer to the everyday. The number might be small as of consumer. For instance, a specialised restaurant now, but with the Metro spreading its tentacles in old Delhi could turn out to be the favourite across the city and its neighbourhoods, more destination for a South Delhi or Gurgaon and more people are expected join the gang. resident. A specialised music or art teacher in afaqs! Reporter explores how much of this has West Delhi is now accessible to students from happened already and tries to predict what lies North and East Delhi. in store ahead. This will help local brands grow further and increase their area of operations. Popular South RAPID TRANSIT Delhi shopping destinations could make way he first big change that the Delhi Metro for large malls in the NCR depending on its Trail could bring is to unify Delhi as a proximity to the rail route. Functional markets single market and make it more homogenous. could come up in and around various Metro Till recently, its citizens used to look at Delhi stations making weekday shopping easier. This as several independent territories - Gurgaon, is common enough in Mumbai. Faridabad, Noida, Ghaziabad, South Delhi, East Delhi, West Delhi, North Delhi or old OUT OF THE COMFORT ZONE Delhi. Each independent territory had a unique he local brands, which traditionally catered identity of its own. If West and old Delhi Tto a radius of three to four kilometres, were the hub of trading activities, South and will have a wider reach now to promote Central Delhi and Gurgaon became the hub themselves. Their media plan need not rely on for nightlife, entertainment and offices. With just distributing leaflets locally. It can get bigger the Metro reaching out everywhere, such labels and include classified advertising in print or could be a thing of the past. OOH. This change would mean more business The Metro is also expected to lead to a social for media companies. integration and evoke the feeling of being in Consider the OOH industry. The Metro has already had a significant impact. Instead of large hoardings that stick out as complete Local brands will have eyesores in many cities, the new-age backlit screens at Metro stations clearly make one feel a wider reach now to that he is walking through any world-class city. promote themselves. Their Newer outdoor innovations will keep coming up constantly. media plan need not rely The coaches themselves could don brand colours and messages. The Metro itself has on just distributing leaflets provided `60 crore worth of outdoor property inside the stations. The OOH industry in Delhi locally. has grown from `280 crore to `350 crore in the llastast two years. The hihighgh footfall at MMetro stations could also actact as a dedestinationstination foforr an activation and experiexperiencee zzoneone for many bbrandr oowners.wners. BesiBesides,des, wword ooff mmouthouth ccoupledoup wwithith social memediadia will oonlynly multiplymultiply the effectiveneseffectivenesss of the ccampaignampaign aandnd bbecomeeco As the Metro rolls on con a ununiqueique anandd cost points on the map of Delh effeeffectivective wawayy to rreache a change in the minds businesses. By    

a tabloid while travelling is popular. While tabloids could be the commuter’s first choice, he is also likely to engage in other activities - listening to FM radio, CDs or playing games on mobile devices. The assumption about tabloids may not hold true now. When Mumbaikars were first introduced to the tabloid, other engagement options weren’t available. Today, just a mobile phone can provide multiple options. Mumbai’s experience inspired media companies to launch three compacts (read tabloids) - Metro Now, Mail Today and Mid-

concert, in a coffee shop or just taking a walk. People may visit more relatives and friends from far-flung areas. This could result in more sales for sweets, chocolates and gift items.

WHEELS OF CHANGE? he Metro could become the big leveller. TIt will create a ‘public space’ shared by all segments of society, becoming a melting pot of sorts. Aspiration could take a upward or downward move. For everyone who adapts a formal dress code imitating others, there would be some going in for a funkier look inspired by the younger generation. However, coming to the million dollar question - will the Metro The Metro will create rail stop people from taking out their cars at the a ‘public space’ shared drop of a hat? Not necessarily. Delhiites love to flaunt their by society, becoming a cars and they would continue to do so especially the SEC A segment. Besides, an automobile is melting pot of sorts. a sign of increasing prosperity in any economy. India is no exception. What could change is the Day. Unfortunately, the first-named, which number of cars on the road on weekdays. Or, was launched in the early days of the Metro, a first-time buyer could delay his purchase by was forced to shut shop. It was probably a little a few years. Those who were planning to shift ahead of its times. from a two-wheeler to a car might also delay The Metro could give rise to more that gratification. The Metro would seem to be experimentation. Free newspaper formats, for very attractive proposition instead. This could instance, could work. Some could be on the lines affect the used-car sales or the purchase of a of Metro Moment, a London-based tabloid that second car. is designed for a 20-minute read. There could More stories will emerge. Just as Mumbai’s also be a market for specialised newspapers on locals inspired filmmakers and authors, the sports, city, entertainment and international Delhi Metro is on its way to becoming a events. FM and music are other options, though reference point in ways that are far removed DMRC bars playing of music inside the metro from the tracks on which its trains run. (for safety reasons). The DMRC could go for [email protected] in-train and in-station radio services. TV news channels could try out what they do at airports. (Based on interviews with Amitabh Saran, As the travel time comes down sharply, BuzzInTown.com; Anirban Chaudhuri, Dentsu people will find themselves with more time Communications; Anita Nayyar, MPG; Cajetan on their hands. For instance, a shopkeeper in Vaz, Cajetan Vaz Brand Consultant; Harish Chandni Chowk would have taken 90 minutes, Bijoor, Harish Bijoor Consults; Jitender Dabas, in peak hour traffic, to reach his home in JWT; Kishore Chakraborty, McCann Erickson; nnecting more and more South Delhi. His commuting time now may be Naresh Gupta, Dentsu Marcom; Rajeev Gopinath, hi, it is leaving in its wake, reduced by 40 minutes. The time saved could Madison Platinum and Santosh Desai, Future et of the consumer and be spent in a gym or a spa, on a book, at a music Brands) y Prajjal Saha

afaqs! Reporter, November 1-15, 2010 33       

New and notable campaigns across television, print, out-of-home and digital media TELEVISION

NIHAR ALMOND OIL BAJAJ ELECTRICALS FORTUNE PLUS OIL The ad titled ‘Hair Romance’ features brand ambassador The TVC for Bajaj Electricals’ CFL lamps showcases the The TVC features brand ambassador Saina Nehwal. The film, Vidya Balan. The TVC showcases the importance of hair in Miniz range. The plot deals with a ship stuck mid-sea in a through a story woven around Nehwal, passes the message beauty and the fact that anyone can have beautiful hair with storm mistaking a small CFL in the distance for a strong and how the oil absorbs 17 per cent less oil in comparison to the the product. powerful lighthouse. Packed with special effects, the TVC other options - making it a healthy and affordable pick. signs off with ‘Chota CFL Zabardast Roshni’. Creative Agency: Ogilvy India Creative Agency: BBH (Bartle Bogle Hegarty) Creative Agency: Leo Burnett Creative: Arka Dyuti Basu Creative Team: Priti Nair, Russell Barrett, Rajshekhar Creative Team: K.V Sridhar, Hemant Jain, Sujit Sawant Director: Koushik Sarkar Patil and Priya Gurnani Production House: Apostrophe House Director: Ben Hartenstein Director: John Doe PRINT

PETER ENGLAND PROVOGUE TATA POWER The campaign of Peter England features actor Siddharth. The creative featuring brand ambassador Hrithik Roshan The ad shows how Mumbai’s key hospitals run on Tata Power The creative talks of how one must be more confident and is to promote Provogue’s new range of denims and casual with a short account of a nervous father waiting anxiously in seek newer opportunities each day with the message – clothing. It attempts to show how the brand has become the hospital to hear about his new born. ‘Believing in yourself is the beginning of good things’. more urban and young. Creative Agency: Dentsu Marcom Creative Agency: Mudra India (South) Creative Agency: Makani Creatives Creative Head: Vivek Shinde Creative Director: Murugan Shanmugasundaram Creative Heads: Ashish Makani and Bhushan Dalvi Copywriters: Subrato Mehta and Nilesh Naik Copywriters: Carl Savio, Sraman Majumdar, Rohan Copywriter: Sameer Makani Art: Ganesh Naik Peter D’souza Art: Bhushan Dalvi OOH DIGITAL

IN.COM The banner ad creates awareness about the latest music

SUSHIL KUMAR application called ListenIn, launched by In.com on Facebook. REEBOK VODAFONE The application enables Facebook members to listen, like, The sports brand is promoting its Reezig shoes. As part of The telecom major has done a 15-day campaign on the dedicate and create a play-list of songs from In.com music the three-week campaign, Reezig has taken on larger-than- festive theme. The campaign asks the users to dial and listen library life proportions on unipoles, hoardings, bus shelters, pole to 19 Hindi song clips based on the Ramayana. This has been Agency: Metal, Mumbai kiosks, tanslites and runner boards. executed on unipoles with LED cut-outs of Ravan. A backlit Location: Apps.facebook.com/inlisten box is used on the display to highlight the message. OOH Agency: Mudra Max and Milestone Brandcom OOH Agency: 141 Landscapes Exposure: Metros Exposure: Delhi

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

34 afaqs! Reporter, November 1-15, 2010

    Some of India’s well-known professionals write on issues that they feel passionately about

BITAN CHAKRABORTY The Digital Divide

he question that faces knowledge of where to be present in brands today is not ‘where’, the digital mediascape alone would but ‘how’ to be present on win the game for them. digital media. Next, even if we were to look TOf late, the marketing and brand at the more recent variants of digi- management departments across tal media - the social networking product categories have been sub- platforms - mere presence on them consciously categorised on the basis would not be of any help. Let’s ask of their brand’s presence or oth- ourselves for a moment how many erwise in the digital media. Thus, times we’ve actually consumed an a brand and its custodian brand advertisement on any of the social management department is either media websites; or better still, how “in with the times” or “behind the many times we’ve even noticed an times”, depending on whether their advertisement while socialising in media plan beeps of footprints across the virtual space. various digital platforms. Marshal McLuhan’s biblical An unprecedented volume of adage, “The medium is the message” newsprint, as well as digital space, has might be up for introspection with been expended to confirm the claim the maturity of the digital medium. that digital media has unleashed tre- In case of the digital medium, what’s mendous power to promote brands more important is not “where” you in a never-experienced-before effec- are present; but rather, “how” you tive manner. However, on closer are present. Since the digital medium scrutiny, one may find this to be is interactive in nature, a static mes- more hype than a confirmed trend. 2 3 QR6   7 sage would not be of much use. This As a medium, the digital platform applies more so for social media. offers the same core benefit of being Creating a community on a social a mode to disseminate information Q  R6   8 networking website does not help, to an audience. Merely being present if we do not communicate about it on these new digital platforms would offline, so as to generate awareness be as effective as being present on a to their TG? opportunity has from another is in about its existence. Remember how new version of a traditional media If one were to meticulously scan terms of location-position on the we got to know about the various format. the volumes written about this, it webpage, and whether it is a static or communities on Paul the Octopus. A newspaper or magazine ena- would take a few moments to note an animated (Flash enabled) oppor- Chances are that eight out of ten bles its reader to consume only that the repetition, with references to a tunity for a banner-skyscraper. times, our friends told us about it; much information as is being offered set of social media vehicles, and how This alone cannot be the basis and nine out of those ten times, it by that particular article. For more the membership of these networking on which the world is proclaiming was not while we were traversing the information, the reader would have sites has been multiplying ferocious- the unleashing of communication digital space. to scout for the same news or article ly in India. power through the digital medium. Besides, Paul the Octopus was in other brands of the print medium. An increase in the usage of a web Location-position had been iden- the biggest brand on earth during Ditto for the digital medium - a web medium is in no way proof of a pro- tified as an innovation in media its short shelf-life, and people were browser can read an article or news portional growth in the effectiveness decades ago in the traditional for- getting ‘pulled’ to the brand’s com- on a website and would have to move of that medium in accurately dis- mats. Digital media, because of the munication voluntarily. But the life on to another website to access more pensing marketing communication very nature of its consumption, can- of more mundane brands and their information on the same subject. to a desired target audience. not proclaim location-position to be brand managers is tougher, wherein The major benefit of the digital Media is merely like a boat or a an innovation. they have to ‘push’ the communica- medium over traditional media is the bridge, which helps to ferry across And, calling that blinking Flash- tion to the audience. expanse of information which can the river of clutter and reach out to enabled banner an innovation in the And the audience, unfortunate- be disseminated, the speed at which the intended target audience. Being digital medium would be atrociously ly enough, does reside outside the it can be disseminated, and most present on the digital platform alone undermining the collective intel- virtual space. Therefore, consumers importantly, transferring the power cannot be of any significance, unless ligence of the owners, as well as react first to information received to exercise control over information we think a little deeper to understand consumers, of these digital platforms. from outside the virtual space; and consumption to the reader, which how to be present there. Here’s where the digital divide then disseminate the same informa- otherwise, in all traditional forms of Advertisement representatives lies. It’s the divide between those tion through the virtual space, in media, rests with the media owner. from various portals approach brand brand managers who understand those fleeting moments when they How has advertising been managers to showcase the advertis- how to harness the digital platform flaunt their digital-savvy avatars. empowered by the digital medium? ing opportunities being offered on innovatively, so as to communicate And how are brands being helped to their portal. In almost all cases, the effectively and engage the new-age (The author is assistant general manager express themselves like never before only difference that one advertising consumer; and those who believe marketing, Hiland Group)

36 afaqs! Reporter, November 1-15, 2010

 WESTIN HOTELS & RESORTS Hitting the Pillow The global hotel and resort chain has launched a brand campaign to promote its 52,000 newly introduced Heavenly Beds. It is reaching out to the consumers through radio and mall activation. By Surina Sayal

ho doesn’t want a good night’s sleep? Eleven Wyears ago, global hotel and resort chain, Westin Hotels & Resorts received a wake-up call from travellers, who said in a sur- key locations in Mumbai at Oberoi vey that the most important service Mall and Inorbit Mall. In Delhi, it a hotel can offer is a good night’s is displaying Heavenly Beds at DLF sleep. Following this, Westin Hotels Emporio and in Hyderabad con- & Resorts spent more than $30 sumers can experience the luxury million to create and introduce of Heavenly Beds at Inorbit Mall. 52,000 new Heavenly Beds in its As part of the campaign, Westin hotels. Hotels & Resorts has also tied Now, aiming to popularise these up with radio station 91.1 FM in newly introduced Heavenly Beds, Mumbai and Delhi, where call- and thereby its chain of hotels and ers are being asked to describe resorts in India, Westin Hotels & their most “heavenly” experi- Resorts has launched an integrated ence. The best entry will win the marketing campaign. The campaign luxurious Heavenly Bed. The con- utilises nearly all media platforms, test commenced on October 18 including print, online, radio, out- and continued till the end of the door, airport advertising, promotional Westin Hotels & Resorts has spent month. The radio campaign is targeted and experiential activities. at corporate influencers and business Throughout October and early more than $30 million to create and travellers. November, Westin Hotels & Resorts is The online campaign, designed by enabling consumers to experience the introduce 52,000 Heavenly Beds Heavenly Bed, which will be displayed in in its hotels.   '$>>

VIVEL Promising Fairness Vivel Active took to on-ground activities to deliver fairness in seven days. By Poojya Trivedi

he outdoor division of seven mirrors in a cave innovation, Madison, MOMS Outdoor which projected a magical story of TMedia Solutions recently becoming fairer in seven days. conceptualised and executed an At Park Circus in Kolkata, an innovation for ITC’s Vivel Active artificial cave was created, complete Fair in Kolkata. The objective with an entrance through cut-outs behind the campaign was to make of trees and animals. A copy with consumers aware of the fairness neon effect was placed at the entry cream in an engaging manner. point of the cave. Once the audi- “In four days, the company ence got inside the cave, the seven reached overall 1.5 lakh individu- mirrors placed inside would tell the als, of which 40,000-50,000 were story of becoming fairer in seven from the target group,” says Rajeeb days. colour of the skin. The effect was Active Fair. Bhattacharya, media director, On moving from the first mir- created through the use of films A similar innovation, though MOMS. The target consumers for ror to the next, and right up to and dimmer lights on the mirrors. without the cave, was done by the activity were women in SEC B the seventh mirror, the consumer Consumers exiting the cave could the agency at two other plac- in the age group of 15-40 years. would see a visible change in the visit the free sampling stall for Vivel es in Kolkata, namely Bagbazar In order to create the magic of Sarbojoneen Durgastov and Grai fairness in seven days, which is Nabdurga. what the product claims, the agen- Vivel Active reached out to 1.5 lakh The agency organised the activ- cy placed seven dressing tables, individuals in four days through its ity during Durga Puja to reach the marked from ‘Day 1’ to ‘Day 7’. maximum number of people. The company used this concept of on-ground campaign. [email protected]

38 afaqs! Reporter, November 1-15, 2010 9j]Af\aYÊkHafc

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rinivasan K Swamy, MD and CEO, RK Swamy/BBDO recalls some Sdefining moments of an eventful career. After I completed my MBA from Jamnalal Bajaj Institute (Mumbai) in April 1978, my uncle insisted that I must join my father’s agency, (R K Swamy Advertising Associates), founded in 1973. At the time I had two job options - ICI Paints and Amar Chemicals. Thinking to myself, ‘let’s give it a shot’, I joined my father on May 10, 1978. This was my first defining moment. I joined as an account executive and made my own rules on how to conduct meetings with my clients. And I learnt an important les- son: become a good friend of your clients and they will trust you and provide opportunities to grow. In my second year at the agency we won Nestle’s Ricory coffee and also worked on their baby food brands Nestum and Cerelac. It was an excellent training on how to approach a major multi-national client. I learnt that it pays to be thorough, as the client will see your involvement in his business. In 1982 came my second major lesson garbed as a disappoint- ment. Allwyn Watches (Hyderabad) was being launched and we did a lot of work during the pitch process. Alas, JWT (HTA at the time) won the business. The client kept us in the roster and gave us some peripheral businesses. Though insulted about the ‘consolation prize’, we waited it out. Within six months the account was assigned to us! The lesson learnt was that it’s better to be on the inside than on the outsideside while fighting for something. In the ’80s0s we tooktook a risriskyky ddecisionecision bbyy giving our MumMumbaibai operopera-a- tion a thrust.st. We movemovedd from a 1,200 to a 5,000 sqsq ft office (VT area) and investednvested llavishlyavishly at a time wwhenhen we were bleedinging in Mumbai. FortunatelyFortunately our gamble paidd off and by 1990, Mumbai was our biggest revenue earner. I’m proudoud about two industry- impacting developments (in the ’90s) that we wereere responsibleresponsible for. The AAAI (Advertisingng AAgenciesgencies Association ooff India) had pproposedroposed an amendmentamendment aaboutbout sharing incomeome between media and creative agencies, thathat wasn’t in favour of tthehe llatter.atter. We opposeded it and asserted that mediamedia duties mustt go to agenciesagencies witwithh a crecre-- ative portfolio.olio. We aalsolso foufoughtght for an equal rrelationshipelationship between the AAAI aandnd thethe IBF ((IndianIndian Broadcastingng Foundation) despite AAAIAAI recommendrecommend-- ing that itss members submit themselves to accredition by IBF. I believeve tthishis cchangedhanged tthehe course of howhow we look at oourur media partners.ners. The last 10 years have beebeenn less ‘handss onon’’ anandd momorere about delegationgation for me. AllAll through, ggreatreat books (Jim(Jim Collins’ Goodood to Great,Great, for instance) aandnd my father’father’ss wise wordss hhaveave mentorementoredd me. “No amountamount of time spent on iindustryndustry matters is a waste of timtimee sincesince it’s this industryry that feeds us,” he used to sasay.y. He taughttaught me why aimingg low is a crime and institutionalisingalising a business is important. AAss totoldld to AsAshwinihwini GangalGangal FOTOCORP

40afaqs! Reporter, November 1-15, 2010

  DABUR Right Place, Right Face Bhojpuri star, Ravi Kishan, has been roped in to promote Dabur Chyawanprash in UP and Bihar. The actor will promote the brand through on-ground activities. By Poojya Trivedi

he FMCG major, Dabur has signed sador exclusively for BTL activities is to grow Ravi Kishan as its brand ambassa- “For BTL, a brand like faster than last year. Jaipuriar shares that the Tdor for below-the-line activities, in Chyawanprash would brand grew by about 14 per cent last year and an effort to increase brand visibility in the not spend so much. is now aiming at a growth rate of 20 per cent. Bhojpuri-speaking belt. In a first-of-its-kind On an average, the company spends about initiative, the consumer products company So, using Kishan in `3-4 crore on BTL activities. However, it will use the Bhojpuri star in direct promo- the local ATL activities plans to increase its spends this year. tions,tions, suchsuch as dealerdealer andand consumerconsumer meets, for According to the market-research firm, Dabur Chyawanprash. would make sense .” IMRB International, the product has seen TThehe companycompan will use SUDHA NATRAJAN a decline in volumes by 4 per cent in both ththee star ini the east- Bihar and Uttar Pradesh. The association ern UP and Bihar with Kishan would thus provide much-need- reregion,gion, where he “The association with ed regional attention to the brand. is extrextremelye pop- Although companies have previously used ular. “Associating“ actor Ravi Kishan will celebrities for promotional activities such as with RaviR Kishan help us build a road-shows and product launches, the use of will help us connect with the a brand ambassador solely to connect with bbuilduild a connect regional masses is new. with the local local audience for our Sudha Natrajan, president and chief oper- aaudience.udie Also, brand.” ating officer, Lintas Media Group says, “If ththeseese areas are PRAVEEN JAIPURIAR brands are regional in nature or have dispro- imimportantpo for portionate contribution of a few regions in our brand,”b says their portfolio, I think it is a great idea to pick PravPraveen Jaipuriar, all sales of Dabur Chyawanprash, says Jaipuriar. up local celebrities and go on with them, even if catecategoryg head - The 61-year-old product, Dabur Chyawanprash it is just BTL.” hhealthealt supplements will now be endorsed by Amitabh Bachchan and She adds that in the cow-belt, Kishan is more aatt DDabura India. MS Dhoni in television commercials; whereas popular than anyone else. “His popularity in TThe region con- Kishan would be used in consumer engagement these regions is as much (if not more) as Amitabh tritributesbu almost 40 programmes. Bachchan’s. So, if they want to show it as a com- per ccente to the over- The objective behind signing the brand ambas- pletely local, grassroots product, he is a great idea,” Natrajan says. Talking about the ROI, she says that Dabur RaviR Kishan will be the face of Dabur should also leverage Kishan in local ATL activi- ties. “For BTL, a brand like Chyawanprash would ChyawanprashCh in UP and Bihar, where not spend so much. So, using him in the local actor enjoys immense popularity.   '#>>

<<<<   & 9#  &  9# five plush pillows and an exclu- Hyderabad and Pune,” says Vincent belongs to the Starwood Group sive pillow top mattress. Currently, Ong, director, brand management, of Hotels (Le Meridien, Sheraton, Experiencing... there are more than 97,000 Heavenly Westin Hotels & Resorts. Luxury Collection, Aloft, W, St Beds available in over 65,000 Westin In India, Westin Hotels & Resorts Regis, Element and Four Points) Westin Hotels & Resorts, revolves Hotels & Resorts guestrooms world- currently has five hotel proper- also jump-started the hotel-retail around creating an enjoyable package wide. ties - The Westin Mumbai Garden phenomenon after receiving hun- for consumers with excruciatingly “Westin Hotels & Resorts’ City, The Westin Sohna Resort dreds of inquiries from guests, who demanding work schedules. The aim Heavenly Bed forever changed the & Spa (Gurgaon), The Westin wanted to know where they could is to reinforce the idea of a relaxing, purchase their own Heavenly Bed. de-stressing holiday. The concept The company has sold more than of Heavenly Beds is also being Heavenly Bed is Westin Hotels & Resorts’ 30,000 Heavenly Beds, 100,000 promoted online. The online cam- signature bed offering ultimate luxury and pillows, 32,000 sheets and 13,000 paign, which has been structured in shower heads to consumers. association with premier business comfort to consumers. It has also been The chain has also expanded and news portals. The campaign ‘Heavenly’ into a lifestyle brand, involves the employment of social extended into a lifestyle brand. with luxurious offerings for bath and networking tools such as Facebook baby-care. The brand doesn’t plan to and Twitter. hotel industry’s bed offerings. We Pune Koregaon Park, The Westin launch these ranges in India anytime What is the Heavenly Bed, you are thrilled that our most important Hyderabad Mindspace, and the most soon. Instead, it has chosen to focus ask? This is Westin Hotels & Resorts’ critics - our guests - have taken recent, The Westin Gurgaon, which on marketing initiatives for the chain signature bed, which is made with notice of this in India already, with was opened on October 1, 2010. of hotels and resorts. 10 crisp layers of white bedding, our hotels in Gurgaon, Mumbai, Westin Hotels & Resorts, which [email protected]

42 afaqs! Reporter, November 1-15, 2010

   

<<  & 9! SAHJWANI I NATIONAL PROGRAMMING DIRECTOR I BIG 92.7 FM SUNIL Fizz...

Anand Singh, director, market- ing (Colas), Coca-Cola India, says, “Coca-Cola appeals to our opti- mism, to our belief in goodness and stands for celebrating togetherness. It is about enabling and acting as Making a catalyst in making connections. Much like the brand, Warli - the traditional art form - is also about Commercial togetherness and simplicity, and symbolises our connection to our roots.” Sense Out of He adds, “The Coca-Cola Diwali campaign ties all this together. It is a tribute to the youth of today. It Creativity captures their emotions and their The new campaign uses the 400-year- old Warli art to FOTOCORP celebrate the joy of By Ashwini Gangal Kakar helped him out professionally. Sahjwani says, “I understood the meaning of the term, Godfather.” He coming home. arely 10 days into his new role, Sunil Sahjwani also churned out independent features, five-minute hasn’t even adorned his new office with his capsules and corporate documentaries, the most mem- Bchoice of decor. But his responsibilities as orable one being a film on the issue of abortion in national programming director, Big 92.7 FM, handling India, for CNN. 45 radio stations nationwide, have begun in full swing. Things changed in 1989 when he joined RK Swamy Making commercial sense out of creativity - he BBDO as Film Chief. He worked on brands such lets out - is his forte. In a chat, laced with humour, Hawkins and GIC (General Insurance Corporation) Sahjwani narrates the ‘glorious’ as well as ‘regrettable’ and made his first official trip to New York. “Here, I moves in his career. Schooled in seven places all over started ideating vis-à-vis executing commercials,” he Maharashtra, Sahjwani is an arts graduate from Jai recalls. “My first moment of glory came when we won Hind College, Mumbai. “The childhood city-hopping the Ad Club award for a commercial beating HTA helps me understand city-centric consumer needs, (Hindustan Thompson Associates),” he points out. today,” he reflects. In 1992, Sahjwani launched production house, (Left) Joshi and Singh: back to roots Sahjwani’s first job was in 1978, as production Bombay Talkies, with Fahad Samar and in 1994, start- assistant at Genesis Film Productions, ed his own production house, Phase (founded by Prahlad Kakar). “I was One, where he produced and direct- desire to remain close to their delighted that I avoided joining my ed over 50 TVCs (including Coke, roots, as they step out in search of dad’s business,” he confesses. During “City- Thums Up, Citywalk Shoes, and new opportunities.” his six years at Genesis, Sahjwani Close Up). The highlight this time worked on over 500 commercials and hopping was BPL Oye, a countdown show. SPREADING THE CHEER? worked with Mahesh Mathai and Jerry helped me In 1999, he shut down Phase One peaking about whether Coca- Pinto. He was made to do everything for his first ‘corporate stint’ at ETC SCola been successful in including mopping the floor! He remi- understand Networks as programming direc- triggering the festive feeling, K V nisces that his salary back then was tor. After a year, he joined Reliance Sridhar, national creative director, `400 per month. He laughs about how consumer Entertainment as vice president (crea- Leo Burnett India, says that the he mentally cursed Kakar back then. “I tive) for yet another year. He then TVC is a good attempt to create the thought he was a devil but today I’m needs.” moved to The Times Group and feeling of happiness before Diwali. here, thanks to him,” he sighs. launched Radio Mirchi. “Radio fasci- He adds, however, “The TVC at After understanding ‘the science of nated me,” he shares. After three years the end is a little cold; it lacks the cinema’, Sahjwani moved to Far Productions (headed Sahjwani made what he calls a restless move to Percept emotional touch. I think the execu- by Kailash Surendranath) in 1983 and was there for Picture Company where he donned the CEO’s hat. tion could have been a liitle better two years as assistant director. Stepping into the crea- Being a self-confessed ‘creative animal’, in 2006, in the end. Nevertheless, the use of tive realm, Sahjwani learnt free-hand direction, pack or Sahjwani found his way back to the Times Group as the Warli art form is interesting.” product shots and started directing commercials. “For chief creative consultant and went on to re-position Naresh Gupta, director, strat- the first time, I got to say ‘lights, camera, action’.” Zoom as a Bollywood-driven channel. “Vineet Jain egy and planning, Dentsu Marcom, Soon after, Sahjwani joined Neo Films as pro- was a ‘dream boss’,” Sahjwani declares. Between his says, “The TVC sets alive the mood duction manager for a year-and-a-half during which second stint at Times and his current move back into for the festive season. The use of worked on the feature film, Ardh Satya, alongside the Reliance office, Sahjwani freelanced for UTV the Warli art form has been particu- director Rajkumar Santoshi. “Interestingly, all these Bindaas. “My next target is new media - 3G and mobile larly interesting. Overall, the TVC three jobs were on the 6th, 10th and 8th floor of the content. Also, I aim to take Big FM from No 3 to No brings a nice feeling; and after a same building,” he smiles. In 1985, Sahjwani co-float- 1. Mirchi - also my baby - is the current No 1. Thus, long time, I have seen a light com- ed production house, Trilogy, creating commercials I’ll be competing with myself.” mercial.”  for brands such as Parle G and Appy. This was when [email protected] [email protected]

44 afaqs! Reporter, November 1-15, 2010 “PENS TO PEN DRIVES, DIARIES TO DIGITAL FRAMES.” Corporate Gifting has adopted the latest technology league, which has giving a touch of personalised detailing to products like Key chains, Pen drives, Card holder, Luggage tags, Mobile holders etc. For unique & niche gifting techniques view through products designed & marketed by us. Elite gifting, stepping to the latest technology league. We are just not another gifting company, we are centralised gifting/ merchandising solutions providers.

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Corporate Office : Kailash Plaza, 4th Floor, Opp. Yash Raj Studios, Fun Republic Lane, New Link Road, Andheri (West), Mumbai - 400 053, India. Tel : +91 - 22 - 26744844 s Fax : +91 - 22 - 26744846 s Mobile : +91 9619 854 144 Email : [email protected] Delhi Office : 11, Rajpur Road, Civilines, Delhi - 110 054 Tel : +011 23986975 s Fax : +011 30721500 UK s Nepal s Hongkong Since 1986 Mobile : +91 9811103544 / +91 9868 562 694 Chandigarh : SCO 21, 1st Floor, Sec 7C, Madhya Marg, Chandigarh - 160 019 Tel: +91 9780 429 500 s Email : [email protected]   CHEERS! BEER LOVERS CLUB A Happy Crawl Beer lovers will now get to hop from one pub to another with a pub passport, which can also be redeemed for gifts. The initiative is being supported by drink ware brand Hot Muggs and movie channel UTV Action. By Surina Sayal

t’s celebration time again for beer lovers out there as a new club event, Cheers! Beer Lovers IClub (CBLC), hits five cities in a unique pub crawl initiative. Drink ware brand Hot Muggs is a founder sponsor of this club and event that will allow peo- ple to hop from one pub to another with a ‘Pub Passport’ that can be stamped at each venue, with these later being redeemed for discounts, gifts or other CBLC events. Hot Muggs’ Tornado beer mug Beer Quotes coasters The event was kick-started in five cities - Mumbai, Delhi, Bengaluru, Chennai and Kolkata - from October 24 onwards. In Mumbai, the first Drink ware brand Hot Muggs is a founder sponsor of pub crawl started at Valhalla (near Eros Cinema), proceeded to Mocha (next to Ambassador Hotel) the club and event that will allow people to hop from and concluded at Geoffrey’s (Marine Plaza). At one pub to another. each of the venues, the participant got to taste a different type of beer ranging from branded to exotic, along with complementing snacks. platform of the Hot Muggs brand. Cheers! is such as Beer Pong, Beer Race and darts. As a Rishi Jain, managing director, Hot Muggs, the the brand’s latest range, focused on beer related result of a tie up with TV channel UTV Action flagship brand of Rajesh Metal Industries, discuss- products (mugs and accessories such as coasters and its popular property Panja Challenge, people es the initiative, saying, “Pub crawls are already and bottle openers). The Tornado Beer Mugg has in these pubs can also test their muscle power. very popular events internationally. They are not been designed with the beer connoisseur in mind. Kunal Mukherjee, marketing head, UTV about binge drinking but about the experience of “The experience of the pub crawl is also for an Action, says, “UTV Action thrives on bringing hopping from pub to pub and drinking different enthusiast who would like to know his drink bet- action into the lives of consumers and in line with types of beer (or other alcohol) and simultaneous- ter. The relation matches perfectly. The concept this, we are taking Panja to pubs. It’s a simple ly meeting up with lots of people sharing a similar of CBLC will be the ‘experience zone’ for this engagement with consumers of UTV Action.” enthusiasm. In short, it’s about an experience.” range,” he adds. He shares that this matches the experiential At these clubs, people can participate in games   '#>>

AV MAX Donning a New Look Infomedia18’s audio-video magazine AV Max has undergone a change in its tenth year. By Anushree Bhattacharyya

udio-video magazine AV The company has also made is directions on how to go about Max, from the house of changes in the content, with sec- it - looking for the right product AInfomedia18, has completed tions such as Buyer’s Guide being and where to look for it. Hence, 10 years of its existence in the reinvented, apart from other sec- we reworked on certain sections.” country. In a bid to mark its 10th tions such as FAQs (Frequently Infomedia18 has planned a 360 anniversary, the company has given Asked Questions), Resale and degree media campaign to pro- a facelift to the magazine with a big- Hi-Fi. Khosla adds, mote the new look. It Chip.in, ger masthead. “Home entertain- will run TV promos apart from advertising Sandeep Khosla, chief executive ment as a subject is across five channels of in male focused magazines such as officer, publishing, Infomedia18, very vast and at times, Network18 - CNBC Overdrive, Chip and T3. The issue says, “The new cover design is a intimidating. With our TV18, CNBC Awaaz, was promoted through branding lot more open, without borders and product reviews, we CNN-IBN, IBN7 at modern trade outlets such as the new AV Max logo is taller and have seen to it that and IBN Lokmat; and Landmark and Crossword. leaner, because of which it can be we provide maximum an integration with The cover price of the maga- noticed in a crowd of magazines; possible informa- relevant properties zine has been increased from the cover, too, has a premium look. tion to our readers. such as Tech Toyz. Rs 75 to Rs 100. Magazine claims The new cover design also allows However, from the A digital campaign a circulation of 75,000-80,000 cop- us to showcase more stories on the number of queries that will also be launched, ies and Infomedia18 is hopeful of cover, informing the reader that we receive, we realised using Web18 proper- increasing the circulation to 1 lakh there is a whole lot to be read in the that it’s not enough. ties such as Tech2. copies by 2011. magazine.” What a reader needs Khosla: accepting change com, In.com and [email protected]

46 afaqs! Reporter, November 1-15, 2010 theman.in

When style transcends definition, what transpires is the unexplored. With the new, the rare and the distinct. Which is why you’ll find in our pages, inspiration from what’s beyond. After all, fine living’s all about being with the times. mudra 1303   CWG High on Performance India’s winning spree at the Games resulted in high viewership numbers for CWG. The opening ceremony reached out to 26 million viewers. By Anushree Bhattacharyya

ne of the most talked about sports events, Day 3, table tennis registered 1.1 per cent TVR. the Commonwealth Games 2010 (CWG) On both DD1 and DD Sports, the total num- The encouraging Ohad reached a total of 92.5 million view- ber of advertisers was 51, and a total of 56 brands ers through DD1 and DD Sports over week of were advertised. The top 10 categories that adver- October 03 to October 09, according to the TAM tised on the two channels include corporate/brand performance by Indian report. image, social advertisements, travel and tourism, sportspersons helped The Commonwealth Games, which began on banking services and products and two-wheelers. a high note, reached 71.1 million viewers on DD1 Among the top 10 advertisers are Indian increase the overall and clocked 0.9 per cent TVR; the telecast reached Railway Catering and Tourism Corporation 40.3 million viewers on DD Sports and garnered (IRCTC), Bank of India, Hero Honda Motors, viewership for the Games. 0.2 per cent TVR (C&S, 4+, All India). The opening ceremony on October 03, NTPC, Air India and Central Bank of India. 2010 reached 26 million viewers on DD1 and “It has fared beyond Has the CWG telecast fared beyond garnered 2 per cent TVR. expectations. expectations? afaqs! Reporter spoke to a On the first day of the Games, that is, few media experts on this. October 04, DD1 added 8.6 million new Viewership picked up Shashi Sinha, chief executive officer, viewers and reached 34.6 million viewers after the opening Lodestar UM says, “The fact that the Games with a TVR of 0.7 per cent. Similarly, on the have reached 92.5 million viewers, points second day, October 05, the Games added ceremony and India’s that it has fared beyond expectations. With 10.6 million new viewers; while the channel good performance at all kind of negative reports that had appeared reached 45.2 million viewers and clocked a the CWG.” before the Games begun, the feeling was that TVR of 0.9 per cent. the Games will not be viewed.” Sinha further SHASHI SINHA With each passing day, DD1 kept adding adds, “Nevertheless, I think the viewership viewers and increased its reach with India increased after the opening ceremony and adding metals to its kitty every day. The India’s performance at the Games.” games ended on October 14, 2010 and the “The Games have However, Punitha Arumugham, chief closing ceremony reached 90 million viewers failed to reach masses executive officer, Madison Media has a on DD1 and registered 2.2 per cent TVR; the different opinion. According to her the telecast reached 53 million viewers on DD because of negative national broadcaster has failed in reaching Sports and clocked 0.8 per cent TVR. publicity, poor the masses. Among the sporting events during the Arumugham, explains, “This has hap- CWG, weightlifting, badminton, gymnastics packaging and non- pened because of the negative publicity and table tennis are the high scorers in terms conducive timing of around the games, poor packaging and the of TVR.On Day 1 (October 04), weightlifting the Games.” non-conducive timing as most of the viewers garnered 0.5 per cent TVR; while on Day 2, were travelling or at work.” PUNITHA ARUMUGHAM badminton gathered 0.8 per cent TVR and on [email protected]

<<  & '$ consumer group across SECs. <<  & '% Institute of Design (NID) and are According to IMRB, in Uttar working on lifestyle accessories Pradesh, the market size for that focus on the concepts of atti- Right Place...Chyawanprash is 480 tonnes, of A Happy Crawl tude and personality. which Dabur has a share of 75 per The company has also been ATL activities would make sense.” cent. In Bihar, the market size for Participants attending the pub involved as the official licensed The bulk of Chyawanprash sales the category is 624 tonnes, of which crawl receives a goodie bag to merchandiser for brands and mov- happen during the winter, that is, Dabur has 71 per cent share. accentuate the experience, says ies such as Disney, Yash Raj Films between November and March. Competitors to Dabur Jain, adding that on offer is the (Fanaa), Balki’s Cheeni Kum and Keeping this seasonal demand Chyawanprash include Ranbaxy Tornado Beer Mugg, the star IPL team Kings XI Punjab. in mind, the com- Chyawan Active, product of the Cheers! range, Sharing market data, Jain says, pany would roll out Himalaya, Himani Sona along with a coaster. “As far as the drink ware market is the engagement pro- The primary Chandi, Zandu Kesari The event will be spread over concerned, every home has water grammes beginning this TG for the Jivan, Zandu Baidnath three months and will include drinking glasses and tea cups, irre- month. and other local brands. other activities, too. The activity spective of any SEC segregation. The product has pan- brand is A couple of years was conceptualised by Prognosys The stainless steel home ware SEC appeal and while back television actor Perception Management, headed market, along with ceramic and the primary target audi- children and Smriti Irani was signed by Sudarshan S. glassware, would be close to Rs ence for the brand is by Tanishq to endorse Hot Muggs designs and manu- 90,000 crore, of which the organ- children, the secondary the second- the jewellery brand factures coffee mugs, tea cups, ised retail market is just about 3 audiences are mothers. ary audience through BTL activities travel mugs and beer mugs. The per cent, pegged at about Rs 2,700 So, the brand commu- in select markets. company has a team of design- crore.” nicates with both the are mothers. [email protected] ers who hail from the National [email protected]

48 afaqs! Reporter, November 1-15, 2010

   

INTERVIEW | VIVEK NAYER > SENIOR V-P, MARKETING FOR MAHINDRA & MAHINDRA “The Road Ahead Looks Good”

In a chat with Ashwini Gangal of afaqs! Reporter, Nayer details the company’s marketing initiatives and the recent digital high. Excerpts:

Q. Mahindra & Mahindra made a The story of the Xylo was fur- significant transition from manu- thered with the theme campaign facturing industrial vehicles to cars (featuring fashion photographer Atul for the consumer several years ago. Kasbekar) that emphasised the fun As a company, how has this transi- aspect of the brand, while position- tion been? ing it as a cool and trendy vehicle. A: Before 2000, Mahindra was known as the manufacturer of tough, rugged, stur- Q. The Bolero has a much younger dy vehicles that provided transportation TG, isn’t it? Tell us about the way it solutions to consumers in small-town, has been advertised over the years. semi-urban India. The start of this A: Yes. Bolero, our entry-level SUV, has change happened in 2000, when the a younger TG. Rather, it has two TGs - Bolero was launched and that was the the urban youth and people in positions preparation for what was to come with of power in small towns (such as pan- the launch of the Scorpio in 2002. The chayat heads). An affordable car with a latter took this transition to a new level. retro look, Bolero is perceived as a status Bolero and Scorpio were launched symbol in small towns. with the intention to appeal to the urban With respect to communication, market. The target group was the city- it was the most advertised Mahindra dweller. Right from the product offering brand, back when it was launched. This to the positioning to the advertising, has changed. Today, the most visible sophistication was maintained, thus brands are Scorpio and Xylo. marking the turning point for Mahindra Bolero was launched with the ‘Break & Mahindra. Free’ campaign - aimed at youngsters ‘Mahindra kahaan bana paayega’ was who echoed that sentiment - and was re- the cynicism that the company was launched in 2006. The re-launch ad film greeted with, when it tried to get into positioned Bolero as a rough and stylish manufacturing an SUV with Scorpio. car that allows you to have a lifestyle, But because of a resolve at the top wherein you can take on anything. level, particularly Anand (Mahindra) and Pawan (Goenka), to invest `500 crore Q. The Logan story is a rather dif- to this effect, Mahindra’s equity under- ferent one, though, given the recent went a transformation, as the company FOTOCORP ‘Logan Loves India’ campaign. What went from being a jeep maker to a utility made Logan go all ‘Indian’ in its vehicle maker to a maker of sophisticated SUVs. the desert - for the first time. communication? Today, Mahindra means so many things to so A: This campaign married customer truths to many people. Now, we have Club Mahindra, Q. The Xylo seems to have come quite a way Indian truths and used relatable visuals that reso- Tech Mahindra…there’s the Satyam takeover. since its launch communication. How has nate with our Indian culture. The features of space Mahindra’s equity itself has undergone a transfor- ‘The time of your life’ positioning worked and mileage have been intertwined with some mation. out for the brand? Was pitching it against typically Indian insights and characteristics. There sedans the smartest thing to do? was a significant shift from the launch campaign, Q. Are you satisfied with the way advertis- A: Xylo, the MPV, has had two major campaigns. where Kunal Kapoor was seen talking about the ing for the brands, Scorpio, Bolero, Xylo and A-year-and-a-half-ago, it was launched with a benefits of the car. This is because our attempt is now Logan, has evolved over the years? 10-day teaser ad film, in which a crate falls on a to showcase that here is a brand that truly under- A: As far as the Scorpio is concerned we’ve always parked sedan and the text ‘The era of sedans is stands what India is about. aimed at making its advertisements stand out, over. The Xylo is coming’ flashed on the screen. while displaying the brand’s values - power, tech- The revealer film, which ran for around four Q. Is this effort to position it as a very Indian nology and the attitude of wanting certain things weeks, was a film where the crate opens and car, a result of the split in partnership with in life and settling for nothing less. One may a red Xylo comes out. This curiosity-inducing your foreign counterpart, Renault? recall its launch advertisement with the tagline, tactic worked, because unlike competing foreign A: Yes, you could say that. The Logan is a French ‘Nothing else will do’. brands that launched soon thereafter, such as car made by Renault, but we want to convey that Then, in 2005-06, another ad that portrayed the the Volkswagen Polo, consumers didn’t know we understand the consumer better. Now that all power, attitude and style of the brand was aired - what the Xylo looked like. So the awe factor was controversies are over, Mahindra is fully backing in the film where a woman flying a chopper cleans there. Of course, Xylo doesn’t attempt to wipe out Logan. the snow off a Scorpio that’s driven by a man. The sedans. It is just that the car, with its style, technol- Thus, we want to give people the message that most recent ad was the one launched in April last ogy and zing, is capable of targeting both a sedan this car has been designed taking into account year, it showed the Scorpio in an off-road terrain - and an MPV user.   :%>>

50 afaqs! Reporter, November 1-15, 2010

  

WESTSIDE A big, red shopping bag Branded Westside shopping bags were placed atop radio cabs and mobile vans, in order to generate excitement around the store’s annual sale. By Surina Sayal

here is no doubt that a certain four- Mobile vans or canters, too, were seen letter word is much awaited every carrying larger-than-life big, red shopping T season. We’re talking about S-A- bags with the sale announcement. L-E. But with every store flaunting the The objective of the campaign was to same sign, what can a brand do to make its create a stir and ensure high visibility. Uma ‘sale’ more visible? To advertise its ‘50% Talreja, marketing head - Westside, said, Sale’, Tata’s Westside went for a transit “For the Westside Annual Sale, we needed media campaign. an eye-catching and differentiated outdoor Created by Laqshya Media’s agency, The objective of the communication plan. OMI executed this OMI (Outdoor Media Integrated), the requirement well, by using innovations on campaign used models of big, red ‘Westside campaign was to create a cabs and mobile vans, paying great atten- Sale’ shopping bags. tion to planning and details.” The 21-day campaign, which kicked stir and ensure Naveen Jalan, assistant general manager, off in July this year, ran across six loca- high visibility. OMI said, “Our idea was to go full blast tions including Mumbai, Delhi, Gurgaon, and create noise, while ensuring that it Chennai, Bengaluru, Pune and Hyderabad. It doesn’t get lost in the clutter.” employed over 200 outdoor sites, including One of the challenges in this campaign mobile vans, bus back panels and radio cabs. in Mumbai and Delhi also carried the sale was executing an outdoor innovation in the Models of Westside branded shopping communication. At designated times and in rainy season. However, this idea worked bags were placed atop the light fixtures on specific high-traffic areas, the cabs moved out well eventually. 10 Meru cabs in Mumbai. Many more cabs together as a convoy to generate more buzz. [email protected]

52 afaqs! Reporter, November 1-15, 2010

SPECIAL INVESTMENT REGIONS       

ndia will witness over Gujarat as an industrialised 12 million people travelling state offers larger scope for Ioutside the country this year. tourism to develop as a sector. Ministry of Tourism states that Almost 80 per cent of tour- for calendar year 2009, more ists in Gujarat are from within the state itself, implying that the demand for tourism is likely to expected to cross 12 million this remain stable without getting year. adversely affected by events As far as tourism is concerned outside the state or country. Gujarat is one of the most diverse Gujarat is a key market states in India. for tourism industry as it wit- According to Yatra.com, nesses maximum inbound around 30 per cent of people and outbound travel due to rapid industrialization, huge International tourists arrivals to of Mumbai, since most of the ! Over 1.08 million Gujarat grew at a much higher growth of the service sector. people from Gujarat CAGR of over 45 per cent during there. Travelers from Gujarat Total number of tourists in the same period. account for further 30 per cent of Gujarat rose from around 16 mil- are flying abroad. According to the data sub- lion tourists in 2008-09 to over Owing to rapid mitted to the World Travel and “Over 1.08 million Gujaratis " - industrialisation, Tourism Council, India regis- ures were less than 8 million in tered a growth of close to 10 per 2004, thus growing at a CAGR of this figure is cent in January to August this is increasing 20 per cent year- about 20 per cent, much higher increasing 20 per year in overnight visitor arrivals. compared to 11 per cent growth cent year-on-year. “Gujarat today is showing a the travel portal. in tourist numbers for India. domestic and foreign tourists. STATEMENT SHOWING DETAILS OF TOURISTS WHO VISITED GUJARAT DURING 2010-11 We want to capitalise on this growing trend and give peo- MONTH Within Gujarat Other Indian states Total Domestic Foreigners/NRI Grand Total ple more reasons to come to APRIL 1132638 383240 1515878 30878 1546756 Gujarat. Most people are not aware of the fabulous experi- MONTH 1165967 321925 1487892 33507 1521399 ences that the state offer,” said JUNE 1197942 345542 1543484 28641 1572125 Chaula Kuruva, Manager (Media Relations), Tourism Corporation JULY 1116881 321318 1438199 27186 1465385 of Gujarat. AUGUST 1149078 336822 1485900 25200 1511100 The Tourism Corporation of Gujarat (TCGL) is a state TOTAL 5762506 1708847 7471353 145412 7616765 government undertaking set up Source: Tourism Corporation of Gujarat in 1975, for promoting tourism

54 afaqs! Reporter, November 1-15, 2010     related commercial projects. TOURISTS’ PERCENTAGE SHARE OF GUJARAT corporation intends to use print, Gujarati households are electronic, outdoor and a lot of generally well to do, they like 2% other below-the-line activities travelling within and outside the involving an integrated approach country. For Amol Sanghvi, an to engage the consumer at dif- Ahmedabad-based business- ferent touch points. Targeting an 19% man, who travelled abroad with increasing number of Indian and international tourists, superstar year, it means expanding the Amitabh Bachchan has been horizons of his children. “We Within Gujarat signed as the brand ambassador Gujaratis look at travel as an for Gujarat Tourism. 79% Other Indian States investment for the future. If our According to the latest Gujarat children go for studies abroad, it Foreigner / NRI Tourism Policy: the state gov- wouldn’t be a totally alien culture ernment shall act as facilitator, for them then.” coordinator and promoter to ena- Though there is a scope for Source: Gujarat Industrial Extension Bureau ble development of tourism as a growth and higher revenues, sector. A land bank has to be lesser number of tourists pick DOMESTIC TOURISTS’ ORIGIN-STATES IN GUJARAT created earmarking certain land Gujarat as compared to other on the beaches, tourist spots, states. The reasons for this can state and national highways for be many, from the lack of govern- 3% Maharashtra the tourist projects both in rural ment’s willingness to absence of 3% 10% and urban areas. Madhya Pradesh requisite infrastructure in place. For the purpose of propelling “Gujarat has always been an 4% investments in tourism sector, 3% Rajasthan industrial state. It has woken Government shall equate all 45% up late to the merits of promot- Uttar Pradesh tourism related activities with ing tourism as a sector. Now 13% that of the industry, accordingly, Bihar when the government is serious the structure for electricity tariff, about developing various places West Bengal electricity duty, non-agriculture 11% as tourist destinations, I’m sure 8% land charges and local taxes Other North Indian States more and more people will turn shall be worked out. to Gujarat,” Kuruva said. Other East Indian States The policy also proposes that “Gujarat really needs to Source: Gujarat Industrial Extension Bureau, 2007-08 different taxes like luxury tax, promote itself as a tourist des- entertainment tax and sales tax tination in a big way. Till now Tourism sector in Gujarat ! we have seen Gujarati tourists a manner that tourism projects # $ is likely to remain stable without getting are encouraged. over the world. It is time this adversely affected by events outside the captive audience is tapped and state or country. retained by its own state,” said Mehak Shah, an executive work- of tourists,” said a Gandhinagar- tourists in Gujarat are interna- ing in hospitality industry. based tourist operator. tional tourists (higher than the % Tourism sector when encour- 1 per cent for that of India) of TCGL, Ahmedabad, Ambaji aged drives hospitality industry’s - moreover, the point to be and Dwarka are some of the growth, provides direct and indi- noted is that international important tourist destinations rect employment, aids cultural tourist arrivals to Gujarat is and collectively account for over and infrastructural development. growing at a CAGR of over &'! It also helps in sustenance of 45 per cent. the state. rich heritage of art and craft. The TCGL intends to “Gujarat has been on the radar Tourism sector in Gujarat reach out to a domestic prominently for religious tour- is likely to remain stable with- and international audience. ism. The state is now vigorously out getting adversely affected It has created a blueprint promoting Kutch and other areas by events outside the state or for improving the image and country. Almost 2 per cent of infrastructure of the state. The

afaqs! Reporter, November 1-15, 2010 55   DYNAMIC VIDEO & NETWORKPLAY Calling the Shots The tie-up will enable advertisers to alter their banner ad campaigns on the fly. By Kapil Ohri

S-based Dynamic Video has entered search carried out by a user. India through a tie-up with the online It’s not just this. Dynamic Video technol- Uad network, Networkplay. As part of the ogy could also empower a banner to display alliance, Networkplay will represent Dynamic information live from a Twitter account or Video in India and become the reseller of the RSS feed. advertising solutions offered by the technology “The Dynamic Video powered banner ads company. will be sold on cost-per-thousand (CPM) ad The technology owned by Dynamic Video impressions basis and a premium amount will be enables the conversion of a banner ad into a live charged for them,” Singh points out. banner ad. In the latter, the content can be cre- However, he declined to reveal the percentage ated or altered on the fly or at the time of display of premium that will be charged from the adver- of the ad; in comparison, the usual banner ads are The deal is based on tisers and the exact pricing plan for the dynamic pre-programmed with fixed content. revenue sharing and banner ads. Networkplay plans to initially pitch Ampreet Singh, vice-president, distribution the Dynamic Video advertising solutions to online and client servicing, Networkplay speaks about license fee. classified players, travel portals and e-commerce some of the benefits of this technology. For sites. “These portals may require Dynamic Video instance, an online travel agency can promote the live banner.” Similarly, a banner ad served banner ad solutions, as they advertise offers that its latest airfare offers through a banner ad on the search results page of an e-commerce por- keep changing frequently or on a day-to-day served on a horizontal portal and it can alter the tal can also be altered contextually, based on the basis,” Singh says. amount of airfare immediately in the banner ad products and services searched by the user. For The deal between Dynamic Video and (live on the site) without stopping, removing or example, a retail outlet dealing in mobile phones Networkplay is based on revenue sharing and changing the other elements. can use the same banner ad slot (on the search license fee, which Networkplay will pay the US He adds, “An advertiser is not required to results page of an online retail site) to serve ads firm for access to the technology, says Singh. develop multiple creatives/ banner ads for of different mobile phone brands, based on the [email protected]

<<  & :! In this game, people can pick the car they want to ‘drive’ (Scorpio or Bolero), “The Road Ahead...” choose a terrain and drive away. We did “We will rebrand this to build a relationship with young- Indian needs and consumer insights. The sters who can’t afford the car today, but Indian connect was thus crucial to this the Logan by would want to buy it in the future. For campaign, as a precursor to its rebrand- Logan, we are currently running a forum ing. We will rebrand the Logan by the end the end of 2010 where consumers have to share their own of 2010 to reflect its Indian-ness, and its unique Indian insights, besides space and design too will be reviewed for potential to reflect its mileage. change. Indian-ness and its Q. Have you used the digital space Q. Mahindra seems to be spending design too will be to market your commercial vehicles more on its advertising in the last as well? two to three years. Please throw some reviewed.” A: Yes. For Gio, an entry level four- light on the kind of ad spends allotted wheeler, besides advertising heavily on a for the coming fiscal. buy-and-sell trade website, we sent out FOTOCORP A: Mahindra has doubled its ad spends a few lakh voice SMSes to our TG. We over the past three years. Usually, when we do the Xylo launch. Six weeks before the launch, we do similar things for Alpha and Champion, our a campaign for any of our brands, we look at a created a pre-launch website to create buzz around three-wheelers. In February 2010, we launched a reach of 30-35 per cent in the concerned TG, and the brand, the way movies do prior to release. new product, Maxximo, for which our salesmen an OTS of about 8+, as this is required to gain Tidbits of information were released on the site used small digital players and a CD carrying five- the desired visibility. A noteworthy change is that and this generated curiosity amongst potential six videos of the selling story of the product. This today, 5-10 per cent of our ad spends is for digital consumers. Before people knew what the car device was used for all customers, country-wide, innovations. Three years back, this figure was zero. looked like, the site got over 2 lakh hits! in an effort to standardise the product message. We do a lot of online contests and voting-based Q. That’s quite a leap. Why is this medium so activities for all our brands. Q. Sales wise, are you satisfied with Mahindra’s significant for you? performance? A: It is absolutely significant. We have upped our Q. How have you used the digital space for A: In the last four months, Logan sales have been digital innovations in the recent past and have marketing the Scorpio, Bolero and Logan? going up month on month and grew by 70 percent many more lined up for the future. This space A: For the Scorpio, we have an online photo-shar- last month. The base is small - we sold 750 cars - allows us to create an emotional bonding with ing contest, where Scorpio users are encouraged but it is a good sign. Our annual sales figures for our consumers, generate community-building and to share pictures of their adventures with the Scorpio are around 40,000 units per annum; for facilitates interaction of like-minded consumers car. Another digital venture was a video game Xylo, 35,000 units, and 70,000 units for Bolero. I’ll with one another. (on zapak.com) and CD, which we launched in say the road ahead looks good. Our brush with digital began in a big way after January 2010. [email protected]

56 afaqs! Reporter, November 1-15, 2010

  R 

Presenting afaqs blogs: get insights and fun picks from our renowned panel. Liftman Show

14.00 Neither of the two seems to do much work. I think this tower needs a separate lift for the top two floors. 18.30 Seriously. What on earth do those 17th floor chicklets see Every five minutes someone goes down for in that beedi-smoking bhaiyya? a smoke. (Even the women) 19.00 Ye log kaam kab karte hain? Supervisor says they are okay people.

15.30 22.00 Whoever comes to office in half-pants? Those weirdos are working late again. Sigh.

16.00 Lot of chicklet type girls on the top two floors. FRIDAY I mean serious chicklet type. RAHUL JAUHARI They hang around a lot with those bhaiyya type National Creative Director, Pickle Lintas fellows. Odd. 10.30 But chicklet type in this otherwise boring The first one just walked in. peek into the world of advertising through building is good news :-) Athe eyes of a liftman... 11.00 17.00 Met the top floor agency big man today. That half-pant-wallah-bhaiya from the 18th Wears a suit. TUESDAY floor smokes beedis. I swear. Serious type. Is permanently glued to his phone. 20.30 Blackberry Babu. Don’t these girls have to go home? 18.50 11.45 Got a new job. Eureka! 22.00 There is another big man in the top floor I’m going to be a liftman in a tower in South Leaving for home. agency. Mumbai. Those advertising people are still at work. Wears kurta and jeans. Supervisor briefed me. Serves them right. Wears an earring too. I start 8AM tomorrow. Who told them to walk into office so late? Fultoo designer-desi maal. I will also be the only North Indian liftman in I’m sure he is a big man. the building. Otherwise why would the beedi-smoking Hope it will be easier than driving a cab THURSDAY bhaiyya and those three chicklets suck up to him around. like that? Jai Maharashtra! 14.00 08.00 I think beedi-smoking bhaiyya is having a scene WEDNESDAY Good morning! with that chicklet from the 17th floor agency. This was the seventh time they went for a 18.00 smoke since morning. Today’s learning: I mean how does she know when he will go 11.30 Two kinds of people work in advertising for a smoke? First day at job! agencies. Must keep an eye on them. Have lost count of the number of times I’ve The first kind dress like they are coming to gone up and down. work. 15.00 It’s an ordinary tower. The second kind dress like they are at home. That designer-desi maal big man is a hotshot 18 floors. Mostly suit-boot type people work The first kind is usually chasing the second guy. here. kind. Thoda famous type. Quite boring. The second kind smokes more than the first Comes to office once or twice a week. Except the top two floors. kind. Rest of the days he is shooting films. There’s something odd about those two The first kind seems richer. Seems he does films with big Bollywood offices. They are always talking about accounts. stars also. People walked in pretty late. Supervisor says those are advertising agencies. Both kinds get along well. They make ads. Both curse each other when alone.   %!>>

58 afaqs! Reporter, November 1-15, 2010



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

ADVERTISING DIGITAL > Manoj Deb, executive creative McCann Erickson, handling clients such as Bacardi Limon, > Manhattan Communications, which runs an online ad director, BBDO India has put in Bacardi Breezer, Grey Goose vodka, Perfetti, General Motors, network named Ethniconlinenetwork.com (EON) - focussed his papers at the agency. After Maaza, Nescafe, Marlboro, Gillette and Hero Honda. on serving ads to South Asia based consumers on the completing a bachelors degree in internet - plans to expand its digital business and for this, Visual Arts from India Art College, > Samir Chonkar has returned to Everest Brand Solutions it has appointed Saibal Dutta as business head, digital Kolkata, Deb moved to Delhi in 1998 as ECD after a stint at Draftfcb Ulka, where he was creative business. He will handle the company’s ad network and with the objective of pursuing a director since 2008. At Draftfcb Ulka he handled a diverse social media business and other upcoming digital media career in advertising. The same year, portfolio of brands including Tata Indicom, Amul ice-cream, services. EON was earlier headed by Amit Koshal, who was he got his first break with R Kanga Tata Consultancy Services, Tata Corporate and Bajaj Almond with the agency as president. Koshal has quit the position Advertising, a Delhi-based agency. Oil, among others. Chonkar joined Everest in 1992 and stayed and is now working with the company as advisor. A year later, he moved to Saatchi on for the next 14 years. During his stay at the agency, he Dutta has more than 12 years of experience and & Saatchi, where he spent around three years. He has also worked on brands such as Parle-G, Parle Monaco, Krackjack, has worked with companies such as ICICI Bank and worked with Grey Worldwide and Nexus Enterprise. Over Hide and Seek, Frooti and Bailley. This was followed by a CyberMedia. Prior to joining Manhattan Communications, the last 12 years, Deb has worked for clients such as 7Up stint at M&C Saatchi as executive creative director, where he he was the business head, West and South for iAvatarZ and Nimbooz, Gillette, Wrigley’s Orbit and Doublemint, Real worked on brands such as Jet Airways, Franklin Templeton Digital, an online ad network firm that helps global TV, Dulux Paints, HP, Genpact, Suzuki Motorcycles, Haier, and Bajaj Allianz. websites to monetise their traffic from India. Chevrolet, Opel, Hyundai, Aviva Life Insurance, Ranbaxy and Maruti Suzuki. MEDIA > Pickle Lintas Gurgaon has Prior to this, he was creative director, STAR Jalsha. He was > AETN-18 plans to launch three channels in India and appointed Sujit Das as ECD. Das also part of the team that launched STAR Ananda. He started Ajay Chacko has been appointed as the president. joins Pickle after a stint of two years his career as a media planner at Starcom and then moved Based in Mumbai, he will be responsible for the day- at McCann Erickson, Bengaluru. into account management. Bhattacharya for a year was also to-day operational, strategic and At Pickle, he will lead the creative the head of production house, Black Magic Motion Pictures. function for the Gurgaon branch. Das financial management of the joint venture and its suite of channels has 18 years of experience and has > Kanika Saxena, associate vice-president, marketing and services. He has 15 years of worked with TBWA Anthem, Euro at UTV Bindass has left the company. Kunal Mukherjee, experience across sales, marketing RSCG and Publicis India, handling associate vice-president, marketing, UTV has been given and general management in the a diverse portfolio of clients such additional responsibility of heading the marketing of UTV media and entertainment and as ABN AMRO Bank, Aviva Life Bindass, as well. Mukherjee is already spearheading services industry. He has been with Insurance, Intel, Microsoft, HP-Compaq, Nike, Jaquar, three other channels: UTV Network 18 for seven years playing Parryware, Dettol, Mortein, Harpic, World Movies, UTV Movies and key role in developing CNBC TV18, Lizol, Bridgestone, Nestle Milk, ITC, UTV Action. CNBC Awaaz and Forbes India. Titan and Maggi. Saxena has over eight years Prior to joining the group, he had Pickle has also brought on of experience. At UTV Bindaas she worked with IL&FS, Sharekhan and board Madhumita Deb as creative was actively involved in the annual the Indian Express Group. director at its Gurgaon branch. She channel strategy formulation and has 15 years of experience and > Mahuaa TV has appointed Yubaraj Bhattacharya as brand building initiatives to ensure prior to pickle she has worked as chief executive officer. He will be in charge of all channels that the channel achieves top the creative director at Leo Burnett which are on air, including Bhojpuri and Bangla news and position in the youth entertainment Delhi for almost seven years. She general entertainment channels in addtion to launching new genre (against the earlier No. 4 has also worked with Publicis and channels in future. position).

 & :# << SATURDAY (Chalu cheez, this seth. Mixes business with Liftman Show pleasure!) 15.30 18.30 08.00 These weirdos eat more during a pitch. Ah. So the accounts these people talk about are Saturday! Should be an easy day :-) That’s the fifth time the pizza chap delivered. not savings accounts. That’s what they call the seth-log who pay 8.10am 19.00 them to make ads. Looks like the agency weirdos didn’t go home Beedi-smoking-bhaiyya was cribbing to the Must make note. last night. 17th floor chicklet. Seems he was given a ghatiya brief. 20.00 08.11 Weird. Why are they handing out chaddis in Power cut happened. They’re not going home tonight either. office? Lift got stuck on between 4th and 5th floor. It’s that pitch thing. Blackberry Babu was in it with me. Now I’ll have to work through Sunday. Damn. 20.00 Don’t tell anyone, but I discovered he knows Chicklet gave me a glass of tea. Sweet girl. a lot of Hindi gaalis. 14.00 Must not call her chicklet any more. Really good ones. Today’s Learning: A pitch is a swayamvar where one seth invites 01.00 22.00 many agencies. So what if she gave me tea? Time to head home. All agencies do some naach-gaana. How can she hang around with a guy who gets Looks like the fellows are working all night. chaddis in office? Chicklet! Chicklet! Chicklet! There is something called a pitch coming up. The seth applauds all the different naach-gaanas Beedi-smoking bhaiyya told the chicklet. but picks the cheapest one. 02.00 Apparently she is not to tell anyone of her The agency behind the cheapest one is Power cut. (I can get some sleep now) agency people about it. declared the winner of the pitch. Hope this lasts. (Serves them right)

60 afaqs! Reporter, November 1-15, 2010  

 


 

     

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For Enquiries: ~U[email protected] ?€}'|'""''[&"V{\U€‚}'|'""''[&"X Terms & Conditions: #„#Z[\\#„!#!#; #;#„}|#=#%!$\$   JOBSWITCH Organization Name: JWT Position: Manager Marketing Graduation Degree/ Diploma in Position: Strategic Brand Planner Location: Delhi Mass Communication with 2-5 Location: Kolkata Profile: The applicant should be years of advertising experience Profile: The applicant is desired to Computer Savy and must have and exposure to writing print have over 7 years of experience in experience in Advertising and space promotional materials, online web research – quantitative or qualitative/ selling. content, press releases, copy to assist journalism / brand management/ Email: [email protected] advertising and marketing efforts, consulting / client servicing, of ...... etc. which at least 3 to 4 years should be Organization Name: Studio 1 Email: linette.fonseca@timesgroup. in Brand Planning. Position: Business Development com Email: [email protected], Manager ...... 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62 afaqs! Reporter, November 1-15, 2010 Growth comes naturally to us. This time it was even faster! 57 lakh readers agree. *

PRAJAVANI THE MOST TRUSTED KANNADA DAILY

Prajavani, the flagship Kannada daily from The Printers Mysore Group, yet again proves that it is indeed the most trusted and respected in the category. We just grew by 9,68,000* more readers. And, at a time, when the print industry has generally shown signs of sluggishness. More and more Kannada readers choose Prajavani, because it is the

*Source: IRS 2010 Q2 *Source: voice of Karnataka. A trusted, dynamic voice you cannot ignore. The influence of truth

       Sudip Nag, GM (Advertisement) - 96861 88840.   Vijaya R - 98440 92091, Tony Doulton - 98450 67371, Anantha Krishnan - 81477 52856    Deepak Menon - 98106 65814    Kaushik Laha - 98303 23151   A V Vinod Babu - 99520 16709   Ramachandra Rao - 98490 41737   Rajeev Pathria - 98201 51642. Or [email protected]