October 1-15, 2012 Volume 1, Issue 10 `100 WE WANT EYEBALLS AT THE END OF EVERY SCREEN Puneet Goenka doesn’t duck questions as he talks at length about Zee’s 20-year progress from being a broadcaster to a content company.

PUNIT GOENKA MD & CEO ZEEL

248 12 42 PLUS TALENTUBE.COM Fowl Play 16

GODREJ Smell of Freshness 18 LIVEMINT Newsroom on the Web 22 DEFINING MOMENTS PEPSI PROFILE Ajay Kakar Rowdy Pitch Sourabh Mishra OBITUARY A journey from advertising The Gentleman’s Game gets a Unconventional choices to marketing. new image. have taken him places. G Kasturi 32

EDITORIAL

This fortnight... Volume 1, Issue 10 EDITOR Sreekant Khandekar his cover interview marks 20 years of Zee. Except that it isn’t the birthday of Zee alone. It broadly marks 20 years of satellite television in India, now PUBLISHER T Prasanna Singh

October 1-15, 2012 Volume 1, Issue 10 `100 a multibillion dollar business that employs lakhs in one way or the other. It is a business that has also ensured that the Indian family stays together – if for no reason EXECUTIVE EDITOR WE WANT Prajjal Saha than to watch TV together. EYEBALLS SENIOR LAYOUT ARTIST AT THE END OF Zee was born in 1992 after its founder Subhash Chandra took a crazy bet Vinay Dominic EVERY SCREEN Puneet Goenka doesn’t duck and bid $5 million – way more than anybody else - for a transponder that could PRODUCTION EXECUTIVE questions as he talks at length about Zee’s 20-year progress from being a broadcaster to a Andrias Kisku content company. beam programming into India. He had no experience in the leisure business except

PUNEET GOENKA obliquely via an entertainment park he’d set up in Mumbai. ADVERTISING ENQUIRIES MD & CEO ZEEL Rahul Puri, (0120) 4077833, 4077866 From the beginning, Zee has been a staunchly Indian company when it comes to Noida 30 content. Its understanding of local preferences was proved not just in its early sitcoms Arunima Bhattacharya, (022) 40429702-5 but in developing truly original formats for its reality shows. Great examples of this Mumbai 248 12 42 PLUS TALENTUBE.COM Fowl Play 16 were Antakshari and Saanp Seedhi which went on to run for years on end. [email protected] GODREJ Smell of Freshness 18 LIVEMINT Newsroom on the Web 22 Beyond content, Zee has a finger in all aspects of the business. Unlike DEFINING MOMENTS PEPSI PROFILE MARKETING OFFICE Ajay Kakar Rowdy Pitch Sourabh Mishra OBITUARY A journey from advertising The Gentleman’s Game gets a Unconventional choices to marketing. new image. have taken him places. G Kasturi 32 broadcasters, Zee was quick to look beyond content and into distribution. In the early B-3, First Floor, Sector-4, Noida-201301. Tel: (0120) 4077800. years it moved into the cable business and built up a sizeable presence. When the DTH opportunity appeared on the horizon, Zee was the first in with Dish TV. MUMBAI 501-502, Makani Center, 5th Floor, It is part of the same desire to look at opportunities within the media ecosystem that Off Linking Road, Bandra (W), Mumbai - 400050 drove Zee to woo the Indian diaspora. It took its programming overseas and today Tel: +91-22-40429 709 - 712 earns a sizeable portion of its revenues from the subscription fees it earns abroad: it is BENGALURU a steadying factor that compensates for the ups and downs of advertising. S-1, New Bridge Corporate Centre, 777 D, 100 ft Road, Indira Nagar, In another first, the group is now going beyond the Indian diaspora into countries Bengaluru - 560038, India like Saudi Arabia and Russia with a mix of Indian content and original programmes SUBSCRIPTION ENQUIRIES for the local market. Akhilesh Singh, (0120) 4077837 Of course there have been times when Zee has lost its way. That and more is the [email protected] subject of this issue’s interview with Puneet Goenka, Chandra’s son and the group’s Owned by Banyan Netfaqs Pvt Ltd and MD & CEO. Like his father, Goenka has a no-nonsense style and doesn’t generally Printed and published by Prasanna Singh, dodge a tough question. He is fun to interview. at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063.

Printed at Cirrus Graphics Private Limited B-62/14, Naraina Industrial Area, Sreekant Khandekar Phase II, New Delhi – 110028. Cover Photograph [email protected] Sushil Kumar CONTENTS 45 47 PLUS

CAMPAIGN TRAIL SONY PIX Adventure Time New TVCs, ads 20 Viewers can relive FRONTLINE the adventures of Tintin with games Back in the Reckoning 32 and activities. MOVEMENTS Who Moved Agency? 46 INTERVIEW 38 26 Keith D Smith TATA DOCOMO TBWA Group’s president’s Different Moods 47 Indian stories. 36 RELIANCE COMMUNICATIONS POV Drawing Customers 48 Innovation in Print FDI KBC 6 There has been a spurt of Welcome Move Is the Grip Intact HDFC LIFE creative messages in print. Has The utility of increased FDI KBC’s opening score this A Happy Woman 48 it opened up to innovation? will kick in only afer Phase I. season is well below record.

afaqs! Reporter, October 1-15, 2012 5 ANDROID 1(:6%8//(7,1 +LJKVHOOLQJ)DFWRU Sponsored by

ndroid operating system, which posed a serious threat to Android Awas launched in 2007, has yet, in the times to come, we can see crossed the 500 million mark. The a lot of fragmentation in the mobile man behind Android, Andy Rubin operating system space. revealed this on his Twitter account Android, ever since its inception, Vicco Laboratories> The 58-year-old Ayurvedic brand is trying to woo the young consumers as it plans to roll out and also said that there are close has been facing wrath of Apple which range of shaving cream and face wash apart from launch- to 400 million devices in consumer claims that Android is a copy of its inging over-the-counter Ayurvedic medicines. The hands right now. iOS. Apple has also recently won a companyco which is popular for the jingle, ‘Vicco This is five-fold jump since the case against Samsung. This has led to turmerictu nahi cosmetic....’ is also focusing on the end of 2011 when this figure was just many traditional Android partners to advertising. Its advertising is being handled around 100 million. explore other operating systems. by the group’s firm, Modern Ad Agency. Vicco Made by Google, Android cur- According to IDC, Android group has 13 companies. rently is the No 1 will take 61 per cent operating system in of the smartphone the world with about market in 2012, 68.1 per cent mar- but will fall to 52.9 Oberoi Group> The group popular for its lavish hotels ket share. The OS is per cent in 2016. is planning to enter other segments including branded present in a variety of Apple’s iOS is projected condominiums and premium foods. This will be the first handsets, starting with to be 20.5 per cent instance where an Indian business house is extending its family brand in the luxury space beyond its core business. smartphones priced of the market this year, MARKETING The company is planning to build its first condo- at `3,800 to as costly dipping to 19 per cent minium in Hebbal in Bengaluru. as `50,000. in 2016. The number of Another bad news activations have been for Android comes growing at a very fast from the Tablet space, The sportswear Fila> The company present in India for the past three pace, in June this year, where despite all the maker, has years, operates under a licence agreement. It plans to add 60 on an average, 900,000 The 500 million efforts Android con- extended its more exclusive stores taking the total number of stores to Android handsets were tinues to trail Apple 100 by 2014. The originally Italian and currently Korean being activated every mark is a five-fold iPad with 31.9 percent licence agreement brand which Fila has 5 per cent market share in the day while in February jump since market share. with Cravatex for `2,000-crore sportswear market, is eyeing to double its market share to 9-10 per cent by 2015. So far this year the figure According to another 30 years. the end of 2011 it has been present largely through whole- was at 850,000. This Gartner, Apple’s iOS when this figure sale, shop-in-shop formats and retail stores, figure totally eclipses will continue to be so now the focus will be on the the 400,000 activations was around 100 the dominant media own-store format. in 2011. tablet operat- However, of million. ing system (OS), late many challengers are emerg- as it is projected to account for The two-wheeler company, plans to ing which include Windows Phone 61.4 percent of worldwide media Hero MotoCorp> foray into the retail finance business to enable potential from Microsoft, Firefox OS from tablet sales to end users in 2012. customers with dedicated easy loan options. The company Mozilla, and Tizen from Linux And while it will close the gap already operates a financing arm - Hero FinCorp foundation backed by Samsung and by 2016, iOS will continue to be (formerly Hero Honda FinLease) - which currently Intel. There are two Chinese com- bigger in this space. Microsoft has limited operations and supports some of its panies Alibaba and Baidu which have tablets are projected to account for component suppliers and dealers by financing also entered the race with their own 4.1 percent of media tablet sales their working capital expenditure. It is is operating systems. this year, and grow to 11.8 now mulling extending financing While none of them (Firefox and percent of sales by the facilities to its retail customers through Tizen are yet to be launched) has end of 2016. Hero FinCorp.

9X MEDIA GROUP 1(:6%8//(7,1 0XVLFWRWKH(DUV Sponsored by onsumption of entertain- Despite this, the consumption of ment is truly going digital international music on mobiles is Cand it, probably, is seen most almost 5-7 per cent of the overall in the music space. While music music content in the country. In piracy and illegal downloads have the age of smartphones and tablets, India’s Got Talent> The reality show from Colors, is long been voiced against, solutions great content, at an affordable price expected to lose viewership by 25 per cent in the current are being offered so as to appease point powered by robust technology season (Season 4) which was launched on September, the digital consumer without hurt- is a sure formula to make a signifi- 22. A study conducted by media planning agency MEC in ing the industry. Legal downloads cant footprint in the music industry,” partnership with Meritus Analytics India, states that unlike are being welcomed by one and all. says Gosher. the earlier seasons, this year, the two reality shows, KBC and After all, if you cannot beat them, “Our entire TG (target group) IGT will compete with each other on the weekend prime time MEDIA you join them! lives on digital media in spite of tel- band. The agency predicts a fine duplication in the audience 9XO, the international music evision being the lead medium,” she set, too. channel from the 9X Media Group, adds. The online store is the second has launched its latest offering in such initiative by the group. Earlier the space with an this year, a Bollywood Neo Sports has Neo Prime> The all-sports channel from Neo Sports online music store for music store was entered into a Broadcast stable, has become official broadcast partner international music at launched for 9XM part- of Raj Kundra and Sanjay Dutt promoted mixed martial www.9xo.56060.in. nering with Hungama. long-term deal arts fighting league Super Fight League (SFL). The sports It has also created a The players in the space with SFL to broadcaster will also televise newly launched Friday Fight WAP portal to down- are increasing signifi- promote the Nights, that has been launched to provide fighters from India load videos, wallpapers, cantly with demand sport. and the world a platform to showcase their skills. To be ringtones and audio for digital music - staged in a specially designed arena in Mumbai, the weekly packs. These can be whether streaming or fight nights will last three hours with weigh- downloaded by texting downloading - rising. ins, live fights, and interviews from Bollywood cage side guests. 9XO to 56060. There are of course, the 9XO has partnered usual competitors such with TechZone, a as Flipkart’s Flyte and leading aggregator, Apple’s iTunes store, NBA>NBA has re-elected its board of directors for the developer, publisher among others. second time. KVL Narayan Rao, EVP, NDTV will continue and distributor of enter- On the initia- to be the president, while Barun Das, CEO, Zee News tainment content for the initiative. tive, Naveen Bhandari, director, will be the vice-president of the association. Also, Ashok The store boasts of a large collection TechZone, says, “We are glad to Venkatramani, CEO, ABP News, MCCS, will continue to be the of international music across gen- be associated with 9XO in creating honorary treasurer for NBA. Rao was elected president of the res. This online music destination this online web store. TechZone association in 2010, when he replaced will allow users to stream as well as is the only player in India that Sameer Manchanda, chairman and download audio content. has presence in the interna- promoter of DEN Networks. Vibha Gosher, senior vice-presi- tional music market and captures dent, digital, 9X Media Group tells majority for mobile. Our afaqs! Reporter that the timing is users are mobile and inter- SeaPorts Business>Trade magazine publishing house, right for a launch like this as there net savvy and the online New Media has launched a B2B magazine called SeaPorts is a lot of demand for international store is a part of our efforts to make Business. The bimonthly magazine will offer in-depth music and it has been noticed that the entire gamut of international information and analyses covering all aspects of the ports international music labels are not music available to consumers legally and shipping sectors and allied services. According to pushed enough. and at a very affordable price. We are the publication house, the magazine will look to meet the “In India, international music is sure to delight our users with the growing demand for information in the key sectors of ports seldom promoted in comparison large library of songs and video titles and shipping that are currently receiving a boost under the to other genres of music content. available through our online store.” government’s Maritime Agenda.

SPIKES ASIA 2012 1(:6%8//(7,1 ,QGLD6KLQLQJ Sponsored by pikes Asia 2012 announced the Contract Advertising received a winners at an award ceremony gold for Morphy Richards campaign Sin Singapore on September 19. and a silver for the same campaign. Out of a total 4,860 entries, 397 McCann WorldGroup India won winners were awarded. Of these, 47 three silvers and four bronze metals ISA> Indian Society of Advertisers (ISA) elected a new awards were given to Indian agen- for Western Union campaign and executive council for the year 2012-13. The council will be cies across 12 categories such as Perfetti Van Melle. chaired by Kurush Grant, executive director (ED), ITC. It Creative Effectiveness (one), Design The DDB Mudra Group won has also elected three vice-chairmen – Bharat Bambawale, (one), Digital (one), Film (five), Film one silver and three bronzes. BBH director, global brand, Bharti Airtel as vice-chairman, North; Craft (seven), Media (10), Outdoor India was awarded one silver and N Srikumar, ED, CC and branding, Indian Oil Corporation as two bronzes. Cheil vice-chairman, West; and Ajoy Chawla, VP and global head, Worldwide won a sil- Titan and retail, Titan Industries as vice-chairman, South. ver and a bronze in the Public Relations cate- gory. Ogilvy & Mather LIA> Sonal Dabral, chairman and chief creative officer, achieved a silver and DDB Mudra Group India and Josy Paul, chairman and chief two bronze metals. creative officer, BBDO India are the only two Indians to have Leo Burnett India found a spot each on the London International Awards (LIA) achieved one silver jury this year. Dabral will judge entries in the Non-Traditional and two bronzes, while category, including creatives across print, poster and TBWA India, Bang billboards. Paul will judge entries in the Integrated Campaign category. The jury will assemble in Las Vegas next week to Bang Films, MEC and select the winners.

ADVERTISING Grey Worldwide won a (seven), PR (four), In total, bronze each. Print (four), Print and Last year, at Spikes Poster Craft (five), India won 47 Asia 2011, Creativeland Dunlop Tyres> Dunlop Tyres is on the lookout for a Promo and Activation awards at Spikes Asia secured the first creative agency for Falcon Tyres. The brand team has begun (one) and Radio (one). Asia 2012; place as ‘Independent its initial level talks with agencies. Marketed under the BBDO India won Agency of the Dunlop brand in India, products of Falcon Tyres are supplied the gold for Creative Mindshare was Year’, while Mudra to automotive manufacturers in India. Falcon also has a Effectiveness, with announced the Communications presence in the export and replacement segments of the a final tally of one secured the third place market. Dunlop is owned by the Ruia Group. gold, one silver and Media agency of as ‘Agency of the Year’. four bronze metals. the Year. Mudra and BBDO >> ACCOUNT MOVEMENT Mindshare won the both had won eight Media Agency of the Year award, bag- metals each; BBDO India led the > JWT has bagged the creative mandate for Titan ging the Grand Prix for Unilever’s tally with maximum points. JWT fol- Industries’ upcoming fragrances business following a Kissan, one gold for the same and lowed with four metals. multi-agency pitch. The pitch saw the participation of five two silver metals. Taproot stood sec- For the record, the Spikes Asia to six leading creative agencies. The agency’s Bengaluru ond in the Independent Agency of Festival of Creativity is the result of office will handle the account. Titan’s media spend for the launch campaign is pegged the Year category and achieved two a collaboration between the Lions at `5-8 crore, as per market estimates. silvers for Mumbai Mirror’s I am Festivals, organisers of Cannes Mumbai and the STAR-Fox cam- Lions, Dubai Lynx and Eurobest, and paigns and three bronze metals for Haymarket, publishers of Campaign > Italian auto company Piaggio has appointed Nirma. Asia Pacific. The festival provides Paradigm Plus Marketing Communications to The Network of the Year trophy the region’s creative and advertising handle the creative duties for its commercial was given to BBDO, while DDB industry a platform to network and vehicles division. The agency’s mandate will be to work on communication for the stood second and Leo Burnett, third. exchange ideas. brand Apé and also manage the corporate branding duties for brand Piaggio.

1(:6$'9(57,6,1* PEPSI The Rowdy Pitch

The Gentleman’s Game gets a new image in its new ad campaign, Pepsi positions the T20 format as a ‘battameez’ or raucous game in which both the players as well the audiences resort to unruly yet passionate behaviour. By Ashwini Gangal

epsi, one of the global sponsors of ICC According to Sambit Mohanty, executive crea- World Twenty20 2012, has rolled out an ad “It focuses on tive director, McCann Erickson, this campaign Pcampaign that pretty much turns the origi- the excitement will walk straight back to the pavilion after scoring nal gentleman’s game around on its head. a duck. “So this is what cricket, the gentleman’s The TVC that is currently on air aims to and thrill with game, has deteriorated into - a ‘khel minus tameez’,” celebrate the way T20 cricket fans watch and which the sport is he sighs. enjoy the game. The film attempts to capture the “Admitted, T20 is a crisper and more electric nation’s unorthodox fanaticism for both, the sport viewed by its fans version of cricket but I doubt it should be dis- and more importantly, the format - a fast-paced, in India.” missed so frivolously,” adds Mohanty, insisting high-adrenaline and roller-coaster-like template SURJO DUTT that the ethos of the brand’s ‘Change the Game’ that is reflected in the cricketers’ game and on- catch-phrase should have been rooted in a positive SUSHIL KUMAR field behaviour. space, rather than in what he calls an “uncouth, The film features actor Ranbir Kapoor and no-holds barred” version. Indian skipper M S Dhoni, along with his “This year, we “The story is disjointed and not engaging at teammates Virat Kohli and Suresh Raina. take forward the all. The connect with the brand also seems half- Underscoring the spirit of young Indian T20 hearted at best,” he critiques. players and fans, towards the end of the ad, Kapoor philosophy and For Manish Bhatt, founder-director, Scarecrow says, “Yeh T20 hai boss, na tameez se khela jaata hai, na extend it to the Communications, while the strategy is tameez se dekha jaata hai!” millions of cricket spot on, the execution could Homi Battiwalla, senior director, marketing have been better. “The film (colas, juices and hydration), PepsiCo India, says, fans in India.” articulates T20 reality quite “Last year, our ‘Change the Game’ campaign cel- HOMI BATTIWALLA well, and does so in the con- ebrated everything unorthodox about the way the sumers’ lingo. The strategy sport is played; this year, we take forward the same lends itself to sharpening and philosophy and extend it to the millions of cricket select consumers during India’s matches. The more renditions,” he says, fans in our country.” brand will launch a Facebook contest where- hinting at a series of such ads Last year’s campaign by the brand presented the in consumers stand to win a chance to watch that are, in all probability, in innovative sporting moves or signature styles of the matches, seated on specially the pipeline already. the players. This time, Pepsi designed Pepsi dug-outs in the has highlighted stadium. Besides Facebook, the the nature of the digital medium is being lev- Pepsi will create a unique T20 concept. eraged aggressively through ‘Na Tameez’ experience for Surjo Dutt, initiatives on Twitter and the executive crea- mobile space. As far as the latter select consumers during tive director, JWT goes, the brand has launched India, says, “Our a first of its kind branded India’s matches. latest commercial smartphone application in for Pepsi focuses on India as part of this campaign. Regarding the execution, he says, “The exe- the excitement and cution follows a typical blockbuster Bollywood thrill with which the TOO ROWDY FOR format - a situation where dialogues can be sport is viewed by its COMFORT? delivered is deliberately created.” This ‘filmy for- fans in India. The way he crowds, traffic and mat’ and dialogue-based, cinema-like treatment of the Twenty20 format Tpeople on bus tops in the ad dilutes the central thought, has bent the traditional the film remind some ad- according to him. rules of Indian cricket, folk of the Nike cricket Further, in Bhatt’s opinion, the product intro- fans have also bent the film that was released a few duction in the ad is “convoluted” and disturbs the rules to watch the sport.” years ago. However, the storyline and narration. Lending a technical per- The campaign goes current film is believed to spective, he says, the lighting is flat and the ample beyond TV. Pepsi will have far less authenticity, scope for better cinematography has not been create a unique ‘Na rawness and production exploited by the film makers. „ Tameez’ experience for value than the Nike ad. [email protected]

12 afaqs! Reporter, October 1-15, 2012

Nothing can tempt a Mumbaikar to give up the Mumbai festivities. Or his favourite newspaper. 72% of The Times of India's Mumbai readers do not read the Hindustan Times or DNA*, despite these news papers being offered to them at prices as low as one-tenth (!!!) of ours, again and again over the past 8 years. Meanwhile The shop 120/12 Times of India has grown from 6 lakh to 8 lakh copies# . Just goes to show how passionate Mumbaikars are about things that are truly Mumbai. *Source: IRS 2012/Q1, #Source: ABC JJ 2012 1(:6$'9(57,6,1* TALENTUBE.COM Fowl Play The portal claims to be a haven for aspirants who are trying to make it big in the entertainment industry. By Anushree Bhattacharyya

elevision audiences are being bombarded with a Tcommercial that shows var- ious people chasing a murga (cock). Also, producer-director Mahesh Manjrekar bellows across all radio stations as he hunts for new tal- ent and urges people to come to a portal to audition for a new film. The multi-pronged campaign has raised many questions and created curiosity about Talentube.com, and why and how one can use the portal for a breakthrough into the entertainment industry. Launched by Vinod Nair (com- munication expert), Ravindra Nagpurkar and Rakesh Sreekumar, as the name suggests, Talentube. com claims to be a haven for peo- ple seeking to make their first mark or waiting for the first big break in the world of entertainment. In addition to the portal, the trio has launched a the portal and by paying a fee of `500. The app also RIGHT CATCH production house, Talentube Entertainment, a provides dialogues to the aspirant. The portal also he TVC draws mixed reviews from adver- grooming school and a talent management com- allows one to upload a video or YouTube link of Ttising professionals. Shiveshwar Raj pany and together, they plan to make three feature his or her work. Singh, group creative director, Draftfcb Ulka, films, one television reality show, one non-fiction After being judged by three different people, says, “Once upon a time, India was referred each candidate will be allotted marks. Those with to as a land of fakirs, snake charmers and odd marks below 50 will be rejected, while those who get ball maharajas. Well, India’s moved on and happily a score between 50 and 70 will get another chance embraced the cyber age. So it is ironical that a dotcom for a fresh audition. People with scores above 70 will brand, to cut the clutter, needs to resort to a journey be selected to be enrolled in the grooming school, through the very bowels of mofussil India, accom- where they will be groomed for the next six panied dutifully by a quirky and irritating narrator.” months. The television commercial that promotes “After a long and winding story, we arrive at the the launch is based on the insight that everyone moral of the parable which has something to do with desires that ‘one’ big life-changing chance and grabbing opportunities. So if the intellectually chal- often it’s difficult to catch it. lenged audience hasn’t yet reached for the remote, Conceptualised by Publicis Capital, the televi- they may just connect the dots. The murga as a sion commercial shows the tale of a chicken that metaphor for opportunities is difficult to catch. It’s represents ‘Mauka’ (chance). The story begins all been done before, seen before and with greater with a mohalla (neighbourhood) where ‘Mauka’ charm, wit and relevance. An opportunity missed, aka the chicken runs on water and on walls, and in my book,” adds Singh. is impossible to catch. In this According to Bikram Bindra, senior case, the chicken is account direct planning, BBDO India, Nair and Chopra: entertaining, still appealing used as a metaphor strategically, the film drives home a to establish how diffi- strong point - opportunities are hard show and four music albums. cult it is to seize good to ‘catch’, and when one does get such Vinod Nair, founder and CEO, Talentube opportunities in life. It a chance, then one needs to hold on Entertainment, says, “So far, the trend has been establishes the portal to it. With this, the website tagline, that if your father, mother, sister or brother is a as a stepping stone into ‘Where talent meets opportunity’ gets big name in the entertainment industry, then it is the film and entertain- established, and the various features of an easy walk for you. Ironically, the same path is ment industry. the website are adequately highlighted. full of struggle for a regular aspirant. The portal is “Our approach was “At an execution level, the TVC a pool full of opportunity for many aspirants.” to be entertaining, have is like a masala Bollywood pot boiler, The company has started a hunt for talents for mass appeal and reach complete with a lot of over-the-top drama, action, various roles including those of hero, heroine, out to every sensibility,” explains Nair. romance and comedy! The TVC is structured on singers, villain and many more for an upcoming Ullas Chopra, executive creative director, a broad canvas and looks grand, besides of course feature film, which will be directed by Manjrekar. Publicis Capital, says, “Nair urged us to think being genuinely entertaining and funny. I especially In all, the film offers acting opportunities to beyond a 30-second spot - think for the internet and love the additional tadka the voiceover gives to the 20 aspirants. Contenders can audition for separate cinema and with a larger format available, we could film. Very engaging, and fully fun,” he adds. „ roles through a customised camera application on think scale and larger-than-life exaggeration.” [email protected]

16 afaqs! Reporter, October 1-15, 2012

1(:6$'9(57,6,1* GODREJ Smell of Freshness Godrej launched the campaign for its aer range of home and car fragrances with a perfumed print ad in the Bombay Times. By Biprorshee Das

hat next will they think of in print? It enced a whiff of pleasant fragrance in the morning Times of India smell of seems like marketers are trying hard while reading your copy of Bombay Times, then coffee. Wto go that extra mile when it comes to you already got your dose of the freshness that aer Keswani is enthusi- print ads. One has seen, enjoyed, even smirked has to offer.” astic of all that is being sometimes at the Volkswagen innovations that “There was an obvious fit to awaken the sense witnessed in the realm made the morning newspaper more than just a of smell for a fragrance brand like Godrej aer of innovative strategies in daily dose of current affairs. There were holes print. punched through it, the newspaper spoke and “With changing times, recently, even shivered. “WE WANT innovation in print is catch- And then, Bombay Times on Tuesday made TO CROSS THE ing up. We want to cross the for fragrant reading as Godrej launched the cam- boundaries of typical read- paign for its product aer, a range of home and car BOUNDARIES OF ing mechanism and engage fragrances. TYPICAL READ- the consumer, whether it While the front page in The Times of India led is through an audio piece, the reader through a slug stating ‘Fresh news and ING MECHANISM a fragrant newspaper or any fresh aer in Bombay Times today. Check it out’, AND ENGAGE THE other innovation that can be the front page of the supplement carried the ad CONSUMER.” thought of,” she says. with the fragrance of the product. While the campaign has broken on print and The fragrance effect was created through a VANITA KESWANI the basic digital promotions have begun too, aer fragrance spray technique at the TOI FOTOCORP will soon take to the television medium and, press, while Godrej Kataria promises, there will be experiential mar- provided the fragrance being launched in metros through keting on the digital and radio platforms in the mix of the brand print. We hope that the brand days to come. essence. cut-through is high through this Focussing on the metros of the country, The campaign innovation,” says Vanita Keswani, this particular activity of the brand will be carried has been designed chief operating officer, Madison out once again in New Delhi in the Delhi Times by Godrej, along Media Sigma. supplement. Gauging the response to the with its creative and Interestingly, this is not the same, the activity may even be extended to other media buying partners, first time a brand has attempted metros. Creativeland Asia and to appeal to the reader’s sense of Godrej has also carried out BTL promotions Madison, respectively. smell. Earlier, in February, Bru and activations at various consumer touch points Sunil Kataria, execu- Gold made the copy of Sunday for aer. tive vice-president, Godrej “aer is a brand differentiated from competition. Consumer Products, says, It brings a sense of beauty to the segment and is “aer is our proud inde- There will also very well designed. The design language is very pendent foray into the air important. It is a very honest and straightforward care category. With aer, we be experiential brand in terms of personality and at the same time, have extended the factor of marketing on the there is a quirky sense to it. Keeping in line with innovation ahead with some the same, our future communication on digital out of the box marketing digital and radio and other platforms will be interesting, too,” strategies. So if you were Kataria says. „ one of the many who experi- platforms. [email protected]

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

AIRCEL POCKET BUDDIES HAVELLS RELIANCE COMMUNICATIONS In the ad, Suriya stays in touch with his beau at all times, The two new ad films for Standard, a sub-brand of the The new TVC for its ‘Unlimited Plan’ offerings, highlights thanks to the Aircel Pocket Buddies card which offers company, that has recently ventured into wires and the USP of these plans that promise subscribers unlimited ‘limitless’ plans for surfing and texting. geysers. usage in terms of calls, SMS and data transfers.

Creative Agency: Grey India Creative Agency: Lowe Lintas & Partners National Creative Directors: Amit Akali, Malvika Mehra Creative Agency: McCann Worldgroup Creative Team: Amer Jaleel, Shriram Iyer Creative Team: Vishnu Srivastav, Goral Ajmera, Kunj Production House: Kunal Kohli Productions Producer: Jamic Films Shah and Ankit Pandya Director: Kunal Kohli Director: Nikhil Rao Production House: Rising Sun PRINT YAMAHA RAY SA RE GA MA 2012 THE TIMES OF INDIA The image is that The Ganpanti of the left side of Festival is the time a headphone and when ToI promotes it is used to depict eco-friendly how watching the Ganesha idols. In show will make this print ad, an eco you listen to and friendly, recycled experience many Ganesha is created delightful things, out of things that including songs by would have been the participants. otherwise termed The print campaign with brand ambassador Deepika as waste. Padukone is for the launch of the new bike, Ray, targeted at women.

Creative Agency: Creative Agency: Umbrella Design Creative Agency: DDB Mudra Draftfcb Ulka, India Chief Creative Officer: Sonal Dabral National Creative Director: K S Chakravarthy OOH DIGITAL

AIRTEL CENTURY PLY CENTER FRUIT The larger than life outdoor formats promotes Airtel’s The message in the out-of-home activity highlights how Taking over the home page of a popular portal, the Center association with the Mercedes AMG Petronas’s F1 team the product converts a negative human emotion into a Fruit creative shows tongues of people lapping at the and encourages the audience to connect with them online positive one from anger to peace. Each billboard has chewing gum as it is moved around the screen. to strengthen its connect with a young audience across crisply communicated the strength aspect of the product India, Sri Lanka and Bangladesh. in face of human anger.

Agency: Times OOH Agency: Percept Out-of-home Agency: Maxus Exposure: Mumbai Exposure: Kolkata

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

20 afaqs! Reporter, October 1-15, 2012 HYUNDAI Big is Better The outdoor campaign leverages Hyundai’s global campaign by portraying the brand’s concept, ‘Live Brilliant’ on a display measuring 400 feet. By Jhumur Nandi

n a bid to leverage its glob- al campaign, ‘Hyundai - Live IBrilliant’ and portray it in a new way in terms of size and form, Hyundai has placed a 400-feet out-of-home (OOH) display at Delhi’s T3 International Airport Terminal. The outdoor creative show- case images of the Red Fort and India Gate as the backdrop, as these are associated with Delhi and also highlights the essence of the city. The creative along with the backdrop also feature

highlight the context of place, the philosophy of ‘Live Brilliant’ along with the two Hyundai cars. The idea of using such a large outdoor display is to exemplify ‘Live Brilliant’ in a larger than life manner to ensure visibility and high impact on the viewers. The T3 International Airport Terminal was chosen on the insight that when people come out of an airport, they are generally very observant of the surroundings and are in a frame of mind to absorb high impact visual elements. And, such a large format display would instantly grab their attention. The client brief was to build image of two Hyundai’s cars - the imagery for brand Hyundai in a Elantra and the Sonata. The brief was to premium outdoor media environ- The overall outdoor creative is ment through high impact brand design in such a way that the design build imagery of presence. is engaged well with the copy, that the brand through Executed by TIM Delhi Airport reads – ‘Welcome to Delhi where Advertising (TIMDAA), the cam- brilliance happens. Live Brilliant’. high impact paign started in August and will Bothe the design and the copy continue till July, 2013. „ brings out the execution strategy, presence. [email protected]

Stories featured on this page highlight innovative marketing techniques using various media vehicles like print, digital and out-of-home. 1(:6',*,7$/ LIVE MINT Newsroom on the Web The newspaper is increasing its impetus online, waking up to the fact that more and more of its readers are interacting on the web. By Biprorshee Das

he times they are changing, and how! Sukumar further adds, “You have to reach people Increasingly, the print medium is embrac- on multiple devices. Hence, everything is powered Ting digital, knowing well that symbiosis at Mint now by the same newsroom and the same is the way forward. With a similar thought, HT system.” He says that the development does not at Media’s business daily, Mint has completely all mean that the newspaper will lose focus. revamped its website (www.livemint.com) and “When you do all this (prioritise content on launched an integrated newsroom that caters to the web) then the newspaper has to be one that is print and digital platforms. focused on a Day 2 story on Day 1. Whenever some- The integrated newsroom works on the ‘web thing big happens, typically you have a Day 1 story first’ approach and treats digital as the lead medi- and then you have a Day 2 story that is bigger, um for the brand. This essentially means that the broader, more detailed and more perspective-led. journalists will file their stories on the website But I think you have to do a Day 2 story on Day 1 throughout the day as and how important and and that is something we have always done from the market-moving developments take place. All sto- very beginning. These changes that we are bringing ries will be broken on the web first and the website in fit in very well with the newspaper that we are,” will be continuously updated. There will be exclu- he explains. sive opinion-led stories for the website. “Our future is digital. It is very, very clear. You Livemint.com will now sport a fresh magazine anticipate what people want to read and you keep look with enhanced floating navigation bar that giving it to them. And then your paper reinforces makes it easier for the user to switch between the whole thing, gives them more perspective, pages and also offer a preview of the content avail- more value-added stuff,” he adds. able in the various sections. According to Sukumar, there is no way that print Interlinking between related articles and the is on its way out. “With a newspaper like Mint, search facility have been we have a largely urban audience who are already further enhanced and con- online. The primary interaction with the news- text-specific links are present room for them will be through the web. A lot of on every page. people will still buy the paper. If you are a high R Sukumar, editor, Mint, quality paper, people will still continue to buy says that the idea is to be rel- even if your focus is very urban. But the primary evant at a time when the way interaction, and this has happened in the case of people are consuming news Wall Street Journal and even Financial Times, will has changed completely. “The be with the online edition of the paper,” he says. biggest challenge is being rel- Mint has launched a campaign to communicate evant. And if you want to do A floating the development among its relevant audience. A that, you have to be present focused marketing campaign targeting the tech savvy across all media,” he says. navigation bar news consumer has gone live that will be present Hence, the focus will be to across media such as television, print and internet. provide the best experience makes it easier for The campaign has been conceptualised in-house and content, be it on the reg- the user to switch by Mint. Shortly ahead, its creative and media part-

ular web browser or through SUSHIL KUMAR ners - Ogilvy India and Maxus - will be engaged. „ apps on mobile devices. Sukumar: the future is digital between pages. [email protected]

1(:63(23/( '(),1,1*020(176

AJAY KAKAR, CHIEF MARKETING OFFICER ADITYA BIRLA GROUP – FINANCIAL SERVICES and vision; here all that was being talked about was “Boss! Execution.” DIRECT APPROACH then met a certain Mukul Patel and heard, for the first time, about I financial advertising. The people at Ogilvy saw something in me and they offered me a job. The biggest clincher was the six-month training in In Good Faith Bengaluru. If Ogilvy could put so much faith in me, I had nothing to lose. My first day at Ogilvy was in Bengaluru in direct marketing. I did not know what artwork, layout or briefs were about. I learnt everything on the job. When I came back to Mumbai, I was asked to look after financial y storstoryy is one about the faith ootherst have advertising. hadhad in me. I spent the first six yyearse of my I was put under a legend called PS Balsara, the then director of Ogilvy, Mcareercareer in the auditinauditingg profession and then who had already retired and yet was asked to continue. Unfortunately, he mmovedoved to advertisng. I jokingly refer to this movementmov as was diagnosed with cancer. I didn’t know whom to look up to. I regularly ‘‘accountsaccounts to accounts’. went to his house asking for help and he told me to use his name whenever I was withwith OgiOgilvylvy IndiaIndia for over 14 years. I have had required. twotwo highshighs or great opportunities thatthat I sesee through I was fortunate to be asked to first join direct marketing. Direct market- my career. One was to have been onon both cli- ing is the power of eliciting a response from an individual as an individual. entent and agency sides and the secondsecon to have That is the difference between direct marketing and advertising. Public experiencedexperienced three disciplines of an agency - advertising, PR and direct marketing.ma

HOWHOW OOGILVYGILVY HHAPPENEDAPP “When I got into PR and I got the happenedhappened to bebe readingre an chance to partner Cadbury during I interviewinterview ooff SteveSteve Lyons, who was then thethe head of the worm infestation problem.” OgilvOgilvyy Public RRelationse in SSingapore.ingapore. I dididn’td know what Ogilvy wwas. relations, the diamond in the coal, on the other hand is not valued or appre- LLyonsyons waswa talking ciated within the communication mix. aaboutbout the ppower of For me, it was baptism by fire. When I got into PR and I got the chance ppublicublic rerelationslat and to partner Cadbury during the worm infestation problem, I realised how ththee way hehe saw pub- people look at you differently. llicic relations in India. I was smittesmitten enough PROFIT PRINCIPLE FOTOCORP ttoo try and find out more hile handling financial advertising at Ogilvy, I saw how everybody aaboutbout Ogilvy. I remember making a cold call Wwas so much into IPOs and I thought about taking financial products aandnd meeting Mani Iyer of Ogilvy. I told him and go the brand way. I haven’t ever forgotten a useful piece of advice given why I was interested. He smilesmiledd and said by Balsara: “People respect profits. Make a profit of a rupee but don’t make hhowow hehe thoughtthought PR was not thethe rightrig choice a loss.” fforor me. I kept tryingtrying to defend andand he didn’t In 2003, I was called to a review meeting of Ogilvy PR. At the end of the bbudge.udge. I then met the head of OgOgilvyi PR in meeting, Ranjan Kapur called me to his room and asked me if I would take IIndiandia then, TC Ajit.Ajit. Meeting him, I realised over Ogilvy PR. I agreed. We were making losses and we were far behind that there is such a bigbig differencedifference between our forecasts while three-fourths of the year was already over. what that article said and the reality in India. It was also Kapur’s last year as managing director. His words to me were, ThThee rearealitylity in InIndiadia thatthat time werewe public “Give me a retirement gift. Can you stop the losses?” And again, fate and iissues,ssues, press conferences, press rereleases,leases volumes fortune came into play. We not only stopped the losses but ended the year ooff coverage, fullfull stop! WhereWhere Lyons wasw talking with profits. „ aaboutbout boardrooms, strategstrategy,y, strategicstrategic partners As told to Biprorshee Das

1(:60(',$ KBC 6 Is the Grip Intact? Be it Dance India Dance, Jhalak Dikhla Ja or Kaun Banega Crorepati, reality shows have always helped Hindi GECs with that little push to cross the finish-line in the Top 10 race. By Anindita Sarkar

to note here that unlike the latest edition, KBC4 (the first season of KBC on Sony) was a weekly that ran only for one hour on the channel. The latest season, meanwhile, occupies the 8.30-10 pm band from Friday through Sunday. Nevertheless, even in its latest season, there is an important observation to make. Unlike the opening episode on September 7, the second epi- sode of KBC saw a dip on Saturday (September 8), registering a TVR of 5.3; and this was pri- marily because the show was competing against DID Dance Ke Superkids (4.1 TVR on Saturday, September 8, 9-10.30 pm) and Jhalak Dikhla Ja (3.5 TVR on Saturday, September 8, 9-10.30 pm). For the record, KBC, first aired in 2000 to deliver an opening TVR of 11.13 on Star Plus, averaged at 9.75 TVR. This was host Amitabh Bachchan’s first appearance on Indian television. In August 2005, the show returned after a four-year hiatus, and was renamed Kaun Banega Crorepati Dwitiya (or KBC2), in which the final prize amount was doubled to `2 crore. With an even bigger opening than the first - debuting with 18.52 TVR, it averaged at 10.55 TVRs. STAR roped in Shah Rukh Khan to host the third season of the show that launched in aun Banega Crorepati’s (KBC) desire to January 2007. Khan was at the peak of his career celebrate the power of knowledge through The sixth season score is, then and was considered an ideal replacement Kthe extended weekend on Sony seems to however, not the for Amitabh Bachchan as the host of the show. have paid off well, at least in its opening episode. But, all the hysteria receded soon after it failed to However, the ratings fell in the following weeks. highest opening for the receive good reviews from audiences. The show However, if the numbers are to be believed, opened with a rating of 11.26 TVR, and averaged KBC seems to be losing its charm in its sixth show on Sony. at 6.82 TVR. While in Season 5, it averaged at season. The sixth season of the Indian version of 4.77 TVR. the Amitabh Bachchan-helmed Who Wants To Be highest opening for the show on Sony. In 2010, As per the latest ratings, the show has averaged A Millionaire, opened with 6.1 TVRs on Friday, when Sony had decided to serve the Indy-tadka at 3.83 TVRs in Week 38 of 2012. However, if September 7 (C&S 4+, HSM). Now, compare it of the international format on the MSM platter we have to consider the average of the first three to the opening score of its previous season, when and simultaneously mark the return of Bachchan weeks of the sixth season (launched in week 36), the ratings stood at 5.24 TVR. on the hot seat, the opening episode of the prop- the ratings stand at 3.98 TVRs. „ The sixth season score is, however, not the erty had scored 6.2 TVRs. It is, but, important [email protected]

INTERVIEW WE WANT EYEBALLS AT THE END OF EVERY PUNIT GOENKA SCREEN MD & CEO ZEEL Punit Goenka doesn’t duck questions as he ttalksalks at length about Zee’s 20-year journey from being just a broadcasteradcaster to a content company. By Prajjal Saha and Sreekant Khandekarhandekar

How have the dynamics of the broadcasting in some; inn others,others, we will follow. business changed in the last five years? It’s not possiblessible for one entityentity to do QA lot has changed in all the three aspects – the everything or to invent everything. business, the content and the consumer. From the In the neww media initiative, Zee business point of view, competition has become has taken thehe lead by launching the intense. Broadcasting has moved from being a first over-the-topthe-top TV pplatform,latform, two-player race to a four-player one (Zee, Star, Ditto TV, whichwhich is basedbased on a MSM, and Network 18), all neck and neck with subscriptionn model.model. On thethe free one another. While there has been consolidation at content side,de, we have acquiredacquired a one end, there has been fragmentation too. domain calledled India.com. Content is becoming more specialised and We noww call ourselves a cocon-n- niche. We have seen genre-specific program- tent company.any. We are not just ming at the national level. Now, that’s flowing broadcastersrs anymore. Since last on to the regional space as well, especially in the year, we haveave shiftedshifted our objec-objec- Hindi speaking markets. SAB TV is a great exam- tive from ddoingoing linear transmitransmis-s- ple. That’s a way of finding a different genre of sion to findingnding eyeballseyeballs at the audiences which GECs (General Entertainment end of everyry screen. That is one Channels) don’t address. of the biggestgest chanchangesges that will In news, we moved from national to regional happen in the industryindustry and I and general to niche. Now, we see that happening think we arere leadingleading that.that. in the movie space as well. Thankfully, we were the first to launch a Marathi and a Bengali movie Aren’t thehe numbersnumbers ververyy channel. small on Ditto?Ditto? From the consumer perspective, there has been Yes, they are.re. We launched in a sharp decline in attention span. Over the last five February andand the total num-num- years if the number of shows launched per year ber of applicationlication downloads has tripled, the success rate has fallen to a third. is only 200,000,00,000, while the Today’s consumer demands quality content and is active paid subscriber base is more judgemental. only 35,000.0. ThisThis is tiny in comparisonn to thethe rest of our And looking ahead, what are the big changes business. WWee will consiconsiderder it you expect for Zee – and for the industry? a significantnt base onlonlyy when Several things are expected to happen. We will lead we reach a million subscrib-subscrib- ers and it willwill take us a cou-cou- ple of yearss to get there. We always look at ad It is notot just about the technology;y; thethe consumconsum-- revenue when we talk er needs too evolveevolve as well.well. There are onlyonly linear chachan-n- about online. But there is nels availableable on Ditto at huge subscription revenue present. Inn the next pphase,hase, there will bebe video on demand. waiting to be tapped, too. Viewers willill be able to buy a

30 afaqs! Reporter, October 1-15, 2012 &29(56725< few episodes of a popular serial for a fixed amount How would you differentiate Zee from the goes to television to find it. ofo monemoney.y. ThThe third phase will be ‘Catch up’ TV other three large networks? wherewhere in, if someone has missed an episode on We don’t depend on ratings at any cost. What is the kind of footprint you are looking regularregular television,televis he has this medium to catch up Everything must have a defined parameter and a at beyond India? oonn it. On Ditto,Dit we have consumption of TV tak- financial guideline to it. This belief is followed by To start with, we have chosen the markets of West iingng place not only in the linear form but also via marketing as well as content teams. Sometimes the Asia and Russia. In Russia, we reach five million ddailyaily packs. cost of that extra TVR is not justified by the cost homes which is a good number considering that it I was askeasked why we were launching Ditto TV it involves. is a completely analogue market. wwhenhen the InternetInt penetration is so low in the We are clear that we either want to be the No 1 The other markets we are contemplating enter- ccountry.ountry. But I thought that if I wait for it to grow, in the genre or a strong No 2. In 2008-2009, when ing are Malaysia and Indonesia. Though we don’t iitt will be too late to get into the business. we knew it was recession time, we simply cut our have any product there as of now, research is on. original programming from 32 to 24 hours a week. We have taken an aggressive target: our global AsAs the headhead of an entertainment network, We reduced eight hours of original content. reach should increase from the existing 650 mil- howhow do yyouou tthink the internet will affect your lion viewers to 1 billion in the next three years. In business?business? next five years, it should hit 1.5-1.6 billion viewers. WeWe alwaysalways looklo at advertising revenue when we This can happen only if we look beyond the South talktalk about oonline.n But there is huge subscription Asian diaspora. revenuerevenue waitingwaiti to be tapped, too. Even Youtube isis not doingdoing that to its fullest. It’s only now that Will these markets be subscription driven? GoogleGoogle hashas launched Google TV with a paid West Asia and Russia are primarily ad revenue- model.model. If ononee gives the consumer the convenience based markets. Indonesia and Malaysia are both ofof consumingconsuming the content he wants to, on a con- subscription- and ad-based. venientvenient device,devic he will pay for it.

Isn’tIsn’t it true that people seem willing to pay forfor content on the mobile but not on the If any genre of fixedfixed internet?intern content doesn’t become WhateverWhatever little learning we have on Ditto, provesproves otherwise.o We have more consump- ‘monetisable’ or profitable, tion on desktops and laptops compared to the mobile.mo However, that has to do with there is no point in tthehe kindkin of content we have. For entertain- ment,ment, people want a slightly larger screen. hanging on to it. WhileWhile a score update works on the mobile, watchingwatchi a cricket match on the device is a littlelittle difficult.d Are you less desperate for ratings because IsIs thethe tablet a big thing in your mind? your dependence on advertising is lower than Absolutely.Absol The tablet will become a big that of others? part ofo our business. The best part is that We do have the benefits of a strong subscription peoplepeopl are using it more on Wi-Fi than base, both national and international. onon 3G.3G It works pretty well especially for youngstersyoun - in college canteens, coffee You say that you have international ambi- shops,shops airports or wherever Wi-Fi con- tions. And yet you admitted in an interview nectionsnectio are accessible. that second- and third-generation Indians abroad don’t connect as easily with your WhyWhy is the young crowd moving away content as their parents did. Where does that fromfrom TV? leave Zee? PeoplePeopl consider content to be the culprit. I agree. The only connect that the new gen has TheThe factfa is that it’s tough to make them is with Bollywood. They have gone off the GEC sit anywhere,any including in front of the TV space. Now, to fulfill our international ambitions, screen. That is why youngsters will be the we have to look beyond the Indian diaspora. Has Zee lost focus on the regional mar- first to cconvert from TV to mobile or online. Four years ago, we created an Arabic channel ket within India in spite of having been a That is also why youngsters consume far - Zee Aflam - with Bollywood films dubbed and pioneer? more radiorad on mobile phones than in the car subtitled in Arabic. Today, the channel is No 3 in We made some mistakes in the Marathi and or at hohome.m South Arabia among females. It broke even last Bengali markets. In Bengal, we slipped from No 1 year and is making money now in its fourth year of to No 3 but are back at No 2 now. We got compla- WhenWhen manym broadcasting companies are operation. So, in a billion dollar advertising mar- cent in these states and paid the price. strustrugglingggling to sustain themselves, how has ket, to have such a property is a big thing. We were late entrants in the South but I am ZZeeee managedmana to stay in the black even in Learning from that, we launched an Arabic glad that we have still managed to create a space for bad timestimes?? GEC channel, Zee Alwan, two weeks ago. Here, ourselves in the last four years. We are either No 2 It’sIt’s in our bblood. We started the business with it was not as easy. It took about 18 months of or No 3 in various south Indian states. limited resresourceso and didn’t spend as lavishly research to find out more about that market. Out The market that we had to exit was Gujarat as we do today.tod Every rupee had to count. This there, the content consumption is very different. because it never developed. Hindi is very domi- instilledinstilled a ddiscipline in the company that eve- They prefer 60-episode formats as compared to nant and many of the Hindi shows have a Gujarati rythingrything hashas tot be looked upon in terms of RoI 300 episodes in India. We selected shows that flavour to them. ((ReturnReturn on Investment),I whether it’s in financial could be crunched into a 60-episode format or a If any genre of content doesn’t become mon- ttermserms or brandbra terms. It has to give you some two-season, 120-episode format. etisable or profitable, there is no point in hanging benefit and tthat’sh how we have been able to main- Research told us that the woman in West Asia on to it. Just because we have launched doesn’t taintain our profitabilityprofi at 27-28 per cent (EBIDTA), has everything – money, clothes, house. The whichwhich is one of the highest around the globe. only thing she lacks in her life is romance. She FRQWLQXHGRQSDJH>>

afaqs! Reporter, October 1-15, 2012 31 1(:60(',$ THE HINDU Back in the Reckoning The publication aims to tap a wider market with this re-launch, Weekend Life and a luxury tabloid, Watches, especially the youth segment. The magazine will have 150 pages, Luxury & Beyond. N Ram, former editor-in-chief, The Hindu and is priced at `40 in its re-launched version. News Bureau and Frontline, says that Ansari’s contribution to the news magazine on West Asian affairs was invaluable. “The trigger for Frontline’s publica- tion at the time of launch was the acquisition of a colour printer from Japan and the then editor of The Hindu, G Kasturi was clear that newspapers in India had to raise the game and not take readers for granted,” he said. The revamped magazine will have articles based on social issues, a World Affairs section, public health, gender issues, the judiciary, science and technol- ogy, art, archaeology, theatre and environment. The publisher adds that there is a need to reach to a wider audience, particularly the younger generation. While retaining the serious character of the magazine and its thrust on long form, ana- lytical journalism, some new features and columns The Unveiling have been introduced to appeal to a wider reader- ship. In its slightly altered form, the magazine will attempt to explore unchartered territories in terms he Hindu has relaunched its fortnightly of themes, issues and topics, while making the magazine, Frontline, with the first issue on Frontline was initially magazine relevant and attractive to an increasing TOctober 5. The publication aims to tap a launched in readership, claims the publisher. wider market, especially the youth segment. Ram further explains that the new version of The magazine was re-launched by vice-presi- December, 1984. the magazine, too, has space for long form journal- dent Hamid Ansari, who was a regular contributor ism, interviews, essays, picture features, and strong to the magazine before taking oath of office in CEO, The Hindu; and N Ram, former editor-in- content on key issues related to political, social and 2007. He noted that despite the incursion of audio chief, The Hindu and Frontline. economic aspects that matter in the long term. “It visual media, the demand for serious journalism, The magazine will continue to be published is secular, pro-people and seeks to create space as personified by Frontline, remains. fortnightly, with 150 pages, priced at `40 in the new for contrary views through arguments, criticism, Also present at the function were R Vijay re-launched version. R Vijay Sankar will continue interviews and analysis,” he adds. Sankar, editor, Frontline; Romila Thapar, pro- to be the editor of the magazine. Frontline was ini- Ram states that the reason for the re-launch was fessor emeritus, Jawaharlal Nehru University; tially launched in December, 1984. Recently, the to ‘be lively while continuing to being serious.’ „ Digvijay Singh, secretary, AICC; Arun Anant, publication launched a weekend supplement, [email protected]

OBITUARY printing for the first time in India in 1969 and introduced computer-aid- ed photocomposing in 1980 to the Hindu. He adopted the use of satel- G Kasturi lite transponders for facsimile trans- mission of pages when The Hindu Kasturi, the longest serving editor of The Hindu till launched its Delhi edition in 1986. Kasturi was associated with lead- date, died at 87. News Bureau ing industry bodies such as the Press Trust of India (PTI) and the ndian journalism woke up to moderniser, he led the phase of rapid Indian Newspapers Society (INS). sad news on September 21, technological transformation at The He was the chairman on Samachar, I2012, with the passing away of Hindu and left his legacy on multi- when the news agencies came under G Kasturi. Kasturi is remembered as ple aspects of editorial upgradation. one umbrella. the former editor of The Hindu and Earning his M.A. degree in eco- The second son of the late K former managing director of Kasturi nomics from Presidency College in 1924 - 2012 Gopalan, who was publisher of The & Sons. Chennai, he joined The Hindu in Hindu, Kasturi is survived by his He passed away at his residence 1944 and rose up the ranks being wife, two sons - K Balaji, former after suffering congestive heart fail- trained in all aspects of newspaper managing director of Kasturi & ure, at 87. production and publication under Sons and K Venugopal, director and The longest serving editor of The the aegis of uncle, the late Kasturi Post retirement, Kasturi main- former joint editor of The Hindu Hindu till date, he lived to see the Srinivasan. He became the joint tained an active interest in the affairs and Business Line - and a daughter 134th anniversary of the founding editor and eventually took over the of the newspaper, particularly on Lakshmi Srinath, who along with of the newspaper that was celebrat- reins as the editor in 1965. He the technical side, a virtue he cham- her brothers is a director at Kasturi ed just a day before his death. retired in 1991 being succeeded by pioned. He introduced a full page & Sons. „ Described as a visionary and N Ravi. facsimile transmission system for [email protected]

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32,1762)9,(: Has Print Media Finally Opened Up To Innovation? In the recent past, there have been vibrating newspapers and those that smell of coffee on one day and perfume on another. Have innovative creative ideas in print come of age? By Ashwini Gangal

6+$17$18%+$1-$ 0$1,6+$/$7+*837$ 6<(68'$6 9,6+1865,9$76$9 Vice-president, Marketing, HT Media Chief Marketing Officer, Axis Bank MD, Indian Subcontinent, Vizeum Executive Creative Director, Grey

GIVEN THAT PRINT IS AN WHILE THE PRINT THERE ARE TWO KINDS YES AND NO. YES, IMPACT MEDIUM, IT IS MEDIUM WAS OF INNOVATIONS. THE TECHNOLOGY HAS BUT NATURAL THAT THE ALWAYS OPEN FIRST HAS EFFORTS CAUGHT UP WITH MEDIUM HAS ALWAYS TO INNOVATION, THAT WILL BENEFIT NEWSPAPERS AND BEEN AT THE FOREFRONT IT IS NOW THAT THE MEDIA BRANDS’ THE NEWSPAPER OF INNOVATION. PEOPLE - INCLUDING CONSUMERS, DRIVE IN TODAY IS CAPABLE There was an in-between MARKETING AND NEWER AUDIENCES OF DOING SO MUCH phase when ‘innovation’ in advertising teams - are really for the owner and deliver on more. print ended up meaning ‘just stretching themselves and com- the advertised brand. However, having said that, it’s stand-out at any cost’. Beyond ing up with some good ideas. When an English news- a limited list and the moment an a point, this only meant dis- Marketers have realised that paper expands into regional innovation is used by a brand, it’s ruption of the reader’s normal to break clutter on any medium, markets, there exist clear immediately obsolete and of very reading habit. one needs to be innovative. opportunities for growing the little utility to other brands. Also, More recently, however, We’ve done it on television, then market through such market- I believe that - in the quest for brands have started to capital- on the outdoor medium and, now, ing models rather than fight innovation - the content of the ad ise on the fact that print is a are doing it in print as well. for passive advertising share. itself takes a back seat. medium that the reader inter- However, I do think there is These are, perhaps, financially Yes, many of us remember the acts and engages with. And a difference between creativity less rewarding in the shorter talking newspaper, but how many this is a medium that enters and innovation. Just doing things team, but will pay off in the of us remember what it said? It people’s living room. With because they are creative is not longer term. would be interesting to find out that, the innovations have good enough. It also needs to Secondly, gimmicks that how many recall what it said. become more interesting, give some RoI (return on invest- are packaged as ‘innova- Which leads me to the conclusion engaging and memorable. ment) and show some results. tion’ don’t add any value to that ‘Yes, newspaper advertising This progression has One should not lose sight of that. anyone, barring the media has become more innovative, but required brand teams and So it is important to be focused owner and agency. Print as not more interesting.’ publications to come together on innovation and not just on a medium can still boast of and co-create to ideate and creativity. loyal consumers, who don’t integrate the brand’s objec- In today’s extremely cluttered buy a newspaper because its tives into the reading habit, market, if you’re not innovative pages vibrate now and then. best leveraging the capabilities you don’t get any eyeballs. Print owners must use oppor- of modern-day printing and tunities to reward their loyal handling technology. consumers and advertisers.

36 afaqs! Reporter, October 1-15, 2012

1(:60(',$ DIGITISATION Welcome Move Most of the industry believes interest in the Indian cable business are being con- sidered. “There are global companies like Comcast that upping the FDI cap from 49 which are looking to enter the Indian cable busi- to 74 per cent will be useful only ness for a long time,” he adds. Media experts opine that the relaxation in FDI after the implementation of the will entertain only those investors who target a first phase. By Raushni Bhagia longer haul in the Indian market. It is also believed that the implementation of the first phase will help investors understand the industry and the players in a better way. The real-time performances of various players will then be visible and accessible for the investors to decide where the money goes. Joshi emphasises that the government and some major parties are apparently ignoring the fact that there is more digitisation in remote areas, due to the logistic problems of the installation of n a new move, the government has increased Indian cable TV market, it may be premature to analog systems. This is because the analog system the FDI cap from 49 per cent to 74 per cent assume an immediate flow of money. It will take a requires laying of cables, whereas the DTH system Iin direct-to-home (DTH) and multi-system longer time, may be a year or so.” He believes that requires only the installation of a dish antenna. operators (MSOs) - the limit for the Headend-In- the second and third phases will benefit from it. As for the effect on broadcasters, most of them The Sky (HITS) platform was already 74 per cent. The industry also believes that the move does unanimously agree that there will not be much The cap on the FDI limit has also been increased not aim at shorter goals or results. Gandhi of of a change for them. Though digitisation will to 74 per cent in teleports and hubs set up for Indiacast says, “Given the longer term nature of boost the broadcast industry, the FDI cap should uplinking of television channels. But there are no FDI, the industry will also benefit from the tech- not have any effect on it. Some marketers believe changes in the FM radio and TV news sectors, nology transfer and best practices that accompany that it’s more about the fact that the value chain is where the cap is at 26 per cent. such investments. In future, broadcasting is likely to getting funded and hence all the ends of the chain It may be noted that recently, the government become more screen-agnostic, with mobile-based will reap benefits. postponed the sunset date of the first phase merely access to linear and value added content increasing Gandhi of Indiacast says, “What this move does 10 days ahead of the set deadline, causing much substantially. 4G is likely to help in this regard and is to potentially expedite India’s transformation inconvenience to a major part of the stakeholders so will the increased FDI cap in mobile TV.” from an analog to a digital ecosystem. With the (especially broadcasters and DTH players). The Joshi adds that only companies with special DAS policy in place, the objective should be to other part (cable operators) was happy with the ensure that this transition occurs seamlessly and move. economically for consumers.” However, the lifting up of the FDI cap in “The move will The Cable Operators Federation of India the DTH and MSO sector has definitely stirred help platform (COFI) has a different take on the increase in the up another discussion in the industry. afaqs! FDI cap. Roop Sharma, president, COFI, says, Reporter tried to find out which side of the table owners invest in “Till now, the cable operators have managed the is ready to leverage it and which side is not a party line with growing business and the funds could still be managed by to the move. customer coming together of the cable industry. With this The industry unanimously agrees that capital move, the MSOs will take over the smaller opera- is not much of an issue for the DTH players, but demand.” tors and hence, leave them unemployed.” for MSOs and cable operators, digitisation of the GAURAV GANDHI She mentions that there are about 60,000 complete universe will require large investments. FOTOCORP independent cable operators across India and that Gaurav Gandhi, COO, Indiacast, says, “This the industry is getting consolidated on its own. move will help platform owners realise value, “It is a highly Sharma adds, “They have already started cancel- invest in line with growing customer demand ling the licences for smaller MSOs. With this, the and strengthen accessibility.” Where at one end, capital-intensive larger MSOs will buy off the networks, leaving the the DTH players are moving into newer aspects process which is cable operators high and dry.” of technology with more HD channels and DVR otherwise tough Broadcasters, however, have a positive opinion (recorders), the cable operators will have to fight on the move. Punit Goenka, CEO, ZEEL, says, for the analog-to-digital conversion. for the individual “It is a fillip for the reform process initiated by the Paritosh Joshi, strategic advisor, Ormax Media, cable operators.” government. FDI in broadcasting that will help says, “It is a highly capital-intensive process which PARITOSH JOSHI fund the cash-intensive digital process and treat- is tough for the individual cable operators.” A few ment of the broadcast sector at par with telecom FOTOCORP marketers also pointed out that even in the DTH and retail is the right way forward.” segment, the lower line of the players will find it While the world speaks about multiple digital tough to suddenly put in capital when the second “With this, the connections (mobile, broadband, cable and land- phase arrives. The industry also feels that the move larger MSOs will line telephone) through single billing, India still has in any case come too late to be useful in the buy off networks, lags in implementation of digitisation on televi- first phase. It is commonly believed that the sec- sion. For the time being, the decision to increase ond phase will be able to leverage on the lifting of leaving the cable the FDI cap is seen as a positive move for the long the FDI cap. operators in term. However, stakeholders are still apprehensive Ganapathy Subramaniam, CFO, Hathway as they cautiously carry on through the countdown Cable & Datacom, says, “While there are strategic disarray.” to the sunset date. „ investors looking at an opportunity to invest in the ROOP SHARMA [email protected]

38 afaqs! Reporter, October 1-15, 2012 1(:60(',$

TV.NXT OCTOBER 4-5, 2012 Another Edition of Thoughtful Debates The third edition of TV.NXT – the country’s biggest TV industry event is back. With over 60 speakers of global repute, the two-day industry get-together in Mumbai promises a lot of action, debate, discussion and incisive presentations. By Ankit Bhatnagar

he annual TV industry congregation organised by afaqs! is back with more number of speakers, interesting Tthought leadership sessions and an important discus- sion on digitisation of TV broadcast distribution. In a year that also happens to be the Zee Group’s 20th anniversary, Subhash Chandra, chairman, ZEEL, will deliver the keynote address for the two-day conference in Mumbai. Last year’s conference touched upon issues like intercon- nectivity of multiple broadcast platforms, viewer engagment and return on investment through TV. KEYNOTE ADDRESS ‘‘At TV.NXT, we see the quality of discussion, the quality of people and the people who turn up as audience are of a much higher order than any other news-related event that Subhash Chandra happens,’’ says Ashok Venkatramani, chief executive officer, Chairman, ZEEL MCCS. "This year promises to be a landmark one for the industry thanks to the impending introduction of digitisation. We look forward to see that and many other critical issues being discussed at this forum," says Sreekant Khandekar, director, afaqs! TV.NXT is organised by afaqs! and is being held at Hotel JW Marriott, in association with ABP News (as presenting sponsor). The other sponsors include Dolby, Prime Connect and Update. „

PRESENTING SPONSOR ASSOCIATE PARTNER

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afaqs! Reporter, October 1-15, 2012 39

352),/( _1(:6 SOURABH MISHRA I NATIONAL PLANNING HEAD AND GROUP CHIEF STRATEGY OFFICER I BATES

Ravi Deshpande. “When I finished four years, Rohit asked him whether he was open to the idea of moving to Delhi to head, planning for the branch. I moved and, that year, we won many new and big businesses there,” he recalls. But, he had to move out of Delhi because the weather “didn’t suit my young son”. Back in Bengaluru, one of his clients asked him to move to the client side. In 1999, he moved to BPL Telecom business group, where he worked for less than a year as senior manager, brand planning. “But I started missing the excite- Unconventional ment of advertising agency,” explains Mishra. Later, he joined Ogilvy Bengaluru as plan- ning director in 2000, before moving to McCann Erickson, Bengaluru as planning director in Strategist 2001. “One fine day, Santosh Desai, who was there that time got in touch with me. It was an interesting assignment as McCann Erickson was launching ITC Aashirwaad,” says the planner. After a short stint of a year at McCann Erickson, he joined Ogilvy’s Mumbai office in 2002 at the same position. “Everyone asked

FOTOCORP me, ‘why are you leaving McCann, it is a planner’s By Shibani Gharat agency, whereas Ogilvy was “The chance creatively driven”. He went to go and drive ahead as Madhukar Sabnavis series of unconventional choices stand out in creative, planning or cli- promised to set-up a full- A Sourabh Mishra’s career. ent servicing, were brought this integration fledged planning function “The kind of choices that I’ve made had many into a classroom situation there. people asking, ‘are you out of your mind?’,” for six months and were (at Bates) is very In 2004, Mishra moved opens Mishra, describing how his foray into paid a stipend just to learn. to Everest Brand Solutions advertising shocked his engineer father. “This was the most amaz- exciting,” as vice-president and national Mishra, who holds a post-graduate diploma in ing experience of my life. planning director, where he marketing from The Times School of Marketing, The two personalities that influenced my think- worked till 2007. “This was the first time that I started his career as a management trainee with ing were Subhas Ghoshal and Subroto Sengupta. was working on the agency as a brand. We were Contract Advertising in 1992. But, few people Also, this was the first time that I actually learnt also pitching for new businesses, but I was work- know that after he finished his diploma, he had something in a classroom.” ing on brand ‘Everest’.” actually got placed in Bennett Coleman and After the programme, everyone expected In 2007, he joined TBWA as chief strat- Company (BCCL). “But I quit the job, almost him to stay back in Mumbai. But he went to egy officer after a short stay at Reliance Capital, before I joined.” This move came as a rude shock Bengaluru. “This branch was really struggling, at before moving to Saatchi & Saatchi in 2009. to his parents. that point in time and the entire senior team had “Saatchi & Saatchi had a fantastic reputation, Contract Advertising was to start a new pro- left and a new team was in place.” At that point, when I joined.” Six months ago, he decided to gramme called ‘Windows’. Mishra quit to join all his batch-mates warned him that, career-wise, take a sabbatical. Then came Bates. What excites the agency at almost half of the salary that he it was a suicidal move. However, Ishan Raina him about Bates is that it is one of the strongest was drawing at Times. “When my father heard and Umesh Shrikhandeat Contract Advertising integrated offerings in the business. “The chance Contract he asked, ‘aren’t they giving you a job, assured him that if he wanted to return at any to go and drive this integration is very exciting,” they are taking you on ‘contract’?” recalls Mishra. point, he simply had to call and come back. he declares. „ At Windows, all the trainees, whether in He has high regard for Rohit Srivastava and [email protected] 60$57,'($

INTERNATIONAL CRICKET COUNCIL ICC bets on digital and social The International Cricket Council plans to leverage the ongoing World Twenty20 to encourage conversations and engagement among fans, not just in the traditional cricket playing territories but beyond as well. By Biprorshee Das

he country is busy cheering what can be cial events as well, for example, tthehe LG hhelpselps eexpandx the reach we are looking to called its favourite sporting team fighting ICC Awards, where fans voted for thethe LG aachieve.chieve Further, our focus is very much on Tit out at the ICC World Twenty20 that People’s Choice Awards via a Facebookacebook eengagementngagem and reach because it involves is currently underway in Sri Lanka. And, while application. ICC will roll out new FacebookFacebook teams frfrom all over the world, and is reach- 12 nations chase glory, the International Cricket integrations on the ICC Cricket 360 ing out to audiences all over the Council (ICC) is busy trying to make the most weekly magazine programme. world. The broadcast of the World of what it has found to be cricket’s most popular With engagement being the T20 is the widest reaching one we format - Twenty20 - around the world to expand focal point, ICC has also tried to have done,” he adds. the game’s reach and popularity. The broadcast of the “The World Twenty20 is our biggest and best WT20 includes South America, opportunity to try and grow the game in those “India is the Europe (in different languages) and North markets,” says Jon Long, head of executive pro- America and the traditional cricket territories. grammes, ICC. dominant “The broadcast reach is complimented with a Cricket’s governing body hence bets on the source of traffic. social media digital offering,” says Long. digital and social media platforms to reach out to Over the previous major ICC events, the a global audience. Around the ongoing tourna- The second, organisation has identified increasing activity on ment, it has an event website with unique assets surprisingly, is the digital across the globe; be it through the official of its own, particularly online video. The website USA.” ICC channels or through traditional media, web- is complimented by an official ICC mobile app sites, sports magazines and portals. JON LONG developed in collaboration with Reliance Mobile. “India is the dominant source of traffic. The On social media, besides regular updates on second, surprisingly, is the USA. A large audience ICC’s much popular Facebook page, there is a is consuming ICC events from North America,” lot of buzz happening around Twitter. With the bring fans closer to the event experience. Prior notes Long. Serious about its digital commitment, hashtag @WT20, fans are being encouraged to to the tournament, fans voted for the pictures ICC has its strategy in place as Long says that the tweet regularly and keep the conversation going, that will be put up in teams’ dressing rooms on buzz is not just created and dies with a particular making it a comprehensive stream of everything Facebook. Sri Lankan fans were given the chance tournament. The practice has been in place since that is going on around the event. to feature in the video of the event song, while the Cricket World Cup last year and the onus is to The use of the hashtag has also been incen- through the tournament fans can follow much only build a larger and global cricket community tivised with the ‘Flock to Unlock’ campaign in more than just the matches and get involved through digital and especially social media. partnership with Emirates, wherein fans will be through the event website. The organisation also has a close watch on rewarded as they cross certain milestones. “It is certainly the most expensive approach that consumption trends among fans, particularly the Facebook, on the other hand, is being used we have taken by having all our partners buy into mobile revolution. „ not just for the World Twenty20 but other spe- our plans and work with us on them. It definitely [email protected]

Stories featured on this page highlight innovative usage of media using various vehicles like print, broadcast, digital and out-of-home.

afaqs! Reporter, October 1-15, 2012 43 &29(56725<

channel was not performing, our regional and This is the second time you have collaborated “We want eyeballs...” movie channels were doing very well. That helped with the Star group. The last time was about << FRQWLQXHGIURPSDJH us maintain growth in those years too. 15 years back. What has changed? The other thing that helped us survive was the The earlier collaboration was a larger one, where mean that we will have to keep suffering losses. subscription revenue, which is decoupled from they owned 50 per cent of the company. This time the ratings model. The channel was still going to it is an alliance that suits both of us. We each took a You are trying the franchisee model in the many homes. The time spent might have reduced, part of the business that was bleeding – that is, dis- regional news segment? How does you main- but people were still buying it. tribution - and came together to prevent anybody tain the sanctity of the brand? from playing us off against each other. If we get to As you know, the news business is complicated. earn more money and divide it equally amongst, it But localisation of news is going to be big. If is beneficial to both. you take the case of newspapers, even they have Nevertheless, the alliance has had no impact launched city-specific editions. on the competition as we still compete with each In the franchisee model, you need the right other for weekly ratings and advertising revenue. partners because - at the end of the day - it is your brand that will be watched by people. We started How do you think impending digitisation the model some three years ago, but so far we will affect the DTH business? have only one partner (in Chhattisgarh), as we are It will only strengthen growth. Today, the rea- stringent about whom we select. son DTH has not been able to drive prices up is One still needs to keep control on editorial because analog exists. My view is that the pricing policy where a strict guideline is followed. We are of content, today, is ridiculous. involved in the recruitment process of the edito- One is not saying that there will be an immedi- rial team including some of the key journalists. ate increase in price. The price rise will happen However, we are not involved in the day-to-day gradually, during the next five to six years. DTH news gathering process. is expensive today because the broadcaster charges The franchisee just pays the fee for the brand. the service provider an X amount of money, then One cannot monitor every story the franchisee there is a tax it has to pay and then keep a margin is doing. That is not the intent and as long as no for itself. policy is violated, it is smooth running for us. The same rules will now apply to digitised cable as well. In order to earn, it has to up its pricing. How has the inconsistent performance - In Russia, we reach five How can it still remain at `100 if the MSO has to from No.1 to being out of the game and again million homes which is a pay `80 to the broadcaster? Of the rest, 35 per cent bouncing back into consideration - affected will go to the local cable operator while the MSO brand Zee? Was audience retention becom- good number considering will keep the remaining 65 per cent - which is not ing a problem? sustainable. Between 2001 and 2005 we were in the dumps. that it is a completely Cable, in the long run, is a far superior technol- But the good part was that the audience did not analogue market. ogy compared to DTH. It has potential of two-way give up on us. communication. These are phases of life. What happened was that when we started we were addressing around What was the big thing that really hit when There seems to be a lack of faith in 20 million homes, which were the Super A and B you joined Zee? the Government’s policies and a decline in class homes. The content was created accordingly. I joined in 2004 and looked after only the sports the cheerful optimism that existed in the As cable penetrated further, the content too had part, reporting to Pradeep Guha, the chief execu- media industry. How much has it affected to change. The teams at that point in time didn’t tive of the company. Then the chairman (Subhash ZEE? see that evolution and that’s how they went wrong Chandra) felt that our flagship channel should be I blame much of this perception on us - the media. with the content. handled by someone who would take the big calls Sure, there are certain things that are not right, but When things go wrong, people tend to go into without worrying for his job. the sentiment that is being created is so hyped that denial mode unless someone comes and says ‘I On taking over, I learned from the it turns negative. As we are content guys, any nega- want to build this back from scratch’. With so existing team. I think the biggest surprise to tive news for us is positive. Whatever may have much of focus on Hindi GECs, we sometimes me was that we were doing programming happened, the government is trying to bring back forget that this is a company that runs 23 other that we liked, without bothering what the the momentum. „ channels. While the Hindi general entertainment viewer wanted. [email protected] ,17(59,(: KEITH D SMITH> PRESIDENT, INTERNATIONAL, TBWA GROUP “Bollywood has taught ‘story- telling’ to Indian creatives.”

In a chatchat witwithh afaqs!afaqs Reporter, Keith D Smith, president, international, TBWA GGrouproup tatalkslks aaboutbout tthe global agency’s emphasis on digital, the growing significance of the Indian markmarket,e mergers and acquisitions, and more. By Biprorshee Das

ttions,ions, you wiwillll see ththe significant increase in our What about the infrastructural challenges. pprogressrogress in lineline withwith the Omnicom group. Smith: And that is exactly why doing great con- tent that can live in different formats is important. HowHow do youyou rate the creativity of Indian India is good at that. It is good at storytelling; pro- advertising?advertising? ducing storytellers over thousands of years. Those Smith:Smith: Any market withw a big and important film stories can happen wherever it should. Sometimes, industryindustry like InIndiadi is going to be very creative. it could be a TVC but hopefully in the future, as A googoodd llearningearn from Bollywood is about the infrastructure improves, it is going to have tellingtelling a sstory and entertaining people. much wider application. Our message will be such TheThe entertainmente may change in that people would want to see a few times over. thethe way it is presented but the I think one of the great campaigns here in the strategicstr principle of deliver- last few years has been that of Vodafone. It is not ingin something that people will high budget but there are always different twists. acceptac is a good principle. You can even watch six Vodafone commercials in The curve where India is an hour. It really is engaging, fun and entertaining. llaggingag behind is in the whole nenew media sector. I have How is Indian advertising different from jjustus returned from Spikes in other Asian markets? SSingaporein where there has Smith: If you compare India to China, India bebeen very, very good work is light years ahead in terms of storytelling and by Japanese agencies includ- creative quality but obviously, way behind when ining ours (TBWA Hakuhodo) it comes to technology. China has a lot more KEITH D SMITH awawarded and a lot of it was in opportunities to reach people through a lot more theth digital space. India, for his- channels but it lacks the creative talent that India is torical reasons, has been a lot full of. India has a huge opportunity to nurture tal- into more conventional forms ent within the country as well as export it. You only eith D Smith, president, international, TBWA of advertising, largely television. have to look around in markets around, Southeast Group is a busy man! On a whirlwind visit Having said that, India produces great televi- Asia particularly, to see a lot of Indian talent. This Kto India, he packs in acquisition meetings, new sion commercials. Films are so hugely important is why Indian creatives work all around the world account wins, client relations and overseeing TBWA and it does not necessarily revolve around the because they bring an interesting observatory skill India’s work, all in a single day. Amidst all of these, good old 30 or 60-seconders anymore. It is about and a lot of advertising is about observation. Smith also spares some time for a chat with afaqs! content. India can do incredibly well if it knows Among other countries, Japan is going to be Reporter. how to produce good content on film. If that really important in the next 10 years. Japan under- In a freewheeling talk, Smith explains the agenda happens to be on TV, it is one thing; if it is on stands the new media opportunities really well and behind his India visit, hinting at a possibility of a major YouTube, it is something else. it will be a major source of talent in the new world. acquisition, a global account win and more. He also shares his perspectives on Indian advertising, recent significant Has the digital media changed the methods Is it a good idea for agencies to spin off spe- developments in the industry, the inevitable chat on digital of storytelling? cialist divisions instead of working together? focus and the ever-important Indian market. Read on for Smith: It is changing the game completely. Smith: You have to be able to do both. In an ideal some excerpts from the conversation: Digital has made storytelling much easier. I grew world, if you really want to manage a brand prop- up in a world of advertising storytelling in the UK erly, it is better to bring them all under one hand. TBWA is a huge brand globally. But in India, but it was hyped then by the convention of being The way TBWA is set up, we can have one leader the growth has been rather slow... in a 30, 45 or a 60-second time length. What digital who can manage all processes. But the reality is Smith: Until four years ago, we were building enables you to do is to build a really strong story that some clients don’t want that, they want to a solid base of local businesses particularly. And online without the inhibitions of time length. The cherry pick. So you have to be able to have state- then we made a change when Shiv (Sethuraman, great thing about it is that if the story is good, it of-the-art expertise in every area, too. chief executive officer, TBWA India) joined the gets an immediate response from various people. Also, if it is all under one brand, I don’t think company. We upped the gear. We went through People here are working towards using new you can necessarily hire the best people in every some fairly dramatic house cleaning as well, just to media opportunities to capture the feeling of what category. Like it or not, there are people who say, get ourselves in shape for the way forward. So, are India is about. Brands cannot dictate consumers “I am a digital guy” or “I am a retail activation guy” we exactly where we want to be? No! Will we be in the digital world. Consumers form a point of and some such. So, you have to respect the reality significantly more important in this market in the view on brands quickly, hence brands have to be of the market as well and the way individuals want next 6-12 months? Yes, I think we will. absolutely truthful. You have to tell the story like to be employed. „ When you see the account wins, the acquisi- it is. [email protected]

afaqs! Reporter, October 1-15, 2012 45 1(:63(23/(

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

lok Agrawal, special projects at the TV Today Network. ast fortnight was Aformer chief oper- Avinash Himatsinghani, senior vice-president Lrestructuring time ating officer (COO) (SVP) and general manager (GM), Southeast Asia for JWT. According of Cheil Worldwide of Fox International Channels (FIC) Asia has to the new struc- Southwest (SW) Asia, decided to step down at the end of this calendar ture, JWT’s North joined Zee News in a year. As SVP and GM of Southeast Asia based in Asia, Area director senior management Singapore, he was instrumental in creating local and Greater China, role. In August this market teams in Singapore, Malaysia, Indonesia CEO Tom Doctoroff year, Agrawal ended his and Thailand. He established strong partnerships will take on the role four-year stint with the with affiliates in these markets, which result- of CEO, JWT Asia company. He has expe- ed in the significant growth of FIC’s Southeast Pacific (APAC), at ALOK AGRAWAL TOM DOCTOROFF rience of more than Asia channel business. the end of this year. two decades in adver- N Dilip Venkatraman, CEO, CNN-IBN has He will oversee tising, branding, communication and marketing. now also been assigned the mandate to lead Northeast and Southeast Asia, as well as Pakistan, Puthiya Thalaimurai, the 24-hour Tamil news IBN7, the Network18 Australia and New Zealand. Also JWT India channel from the New Generation Media Corp Group’s national CEO, Colvyn Harris became CEO, South Asia stable, has promoted RBU Shyam Kumar as Hindi news service as (India, Sri Lanka and Nepal), with added respon- chief executive officer (CEO). Earlier, Kumar was chief executive officer. sibilities of JWT’s Indian companies, including director, operations and handled marketing, HR, In the expanded role, Contract Advertising, presentation and traffic, research and magazine Venkatraman will be Hungama Digital circulation for the organisation. responsible for the stra- Services, JWT More recently Paritosh Joshi, former CEO of tegic and operational Mindset and Star CJ Network India, stepped into a new role, management of both Encompass. Michael as strategist at India IBN7 and CNN-IBN. Maedel moves into

TV. He will optimise SUSHIL KUMAR With this, Venkatraman the role of non- and lead the revenue N DILIP VENKATRAMAN takes over the leader- executive chairman function of the existing ship from Piyush Jain, for Asia. He will businesses and develop who will now focus on work with Doctoroff business for the forth- the group’s regional and Harris in an coming ventures of the news forays. FOTOCORP advisory role. „ COLVYN HARRIS company. He will work Meanwhile, at the strategic level as a Anshuman Misra, sen- mentor and also active- ior vice-president and ly connect and engage managing director, FOTOCORP ALLIED PARITOSH JOSHI India TV’s business networks and content teams including sales, distribution, Turner ajul Kulshreshtha, new media and brand. International Asia Rcountry head, However Neo Sport Broadcast’s vice-president ANSHUMAN MISRA Pacific, has resigned Kinetic Worldwide (VP), marketing, Sorbojeet Chatterjee, had put from his position with India, has put in his in his papers, ending his 15-month stint with the effect from October 12, thereby ending his 14-year papers at the agency. company. At Neo Sports Broadcast, Chatterjee’s stint with the company. Before joining BBC, Kulshreshtha took primary mandate was to head the marketing group Misra was with Turner Broadcasting System in over the role of manag- for the broadcasting (Neo Sports, Neo Cricket) Atlanta in the licensing and merchandising divi- ing director at Kinetic and sports management (World Series Hockey) sion, Turner Home Entertainment (THE). In Worldwide in 2010, verticals. Chatterjee joined Neo Sports Broadcast 1994, Misra moved to New Delhi to establish when he replaced in July, 2011. Earlier, he was head, marketing and Turner Home Entertainment in India. „ Madhuri Sapru. „ RAJUL KULSHRESHTHA 1(:622+ SONY PIX Ready for an Adventure Sony Pix launched a 360-degree campaign to give an adventurous experience to its viewers through on-ground activities and online games. By Jhumur Nandi

intin is all about adventure, thrill and suspense, and read- Ters of this popular comic series are quite familiar with the excitement. When the character was extended to movies, it became an instant hit, too. Now, Sony Pix plans to bring the same experience on television sets at home. The channel recently showcased The Adventures of Tintin: The Secret of the Unicorn. To give thehe consumers a ffeeleel ooff the adventuresres of Tintin, PixPix On radio, RJ mentions created had executeded severalseveral on-on- hype for the movie and its characters. ground activations,vations, alongalong The outdoor campaign was executed with promotionsions on out-out- by OOH agency Media Circle across door, digital andand print.print. CoCollege and Sir J J College of Arts. Mumbai, Delhi and Bengaluru. As a part ooff the camcam-- Painting competitions were also On the digital front, the channel created two paign, thehe ororganised on September 11 at the Tintin online games - one an adventure game channel OOxford Book Store in Kolkata where one has to go places in a virtual ship and organised anda at Sukrupa look out for various things. Another, a an inter- NNGO in Bengaluru. question and answer-based game was college on-groundground OOther promotional framed around Tintin. treasure huntnt activitactivityy in activities included Himmat Butalia, marketing head, Mumbai, whereinherein 15 groupsgroups participation in the Pix, says, “This initiative is a first-of- of students fromfrom various col-col- wwell-known Comic its-kind in not just connecting with leges participatedated on September 13. 13 Con Fest held at Bengaluru. younger audiences but also creating Each group comprised of four students and they Pix has also partnered with the an extension of the premise of ‘The were given a task to hunt for a treasure. The Crossword chain in Mumbai, Adventures of Tintin - The Secret participating colleges included Jai Hind College, Delhi and Kolkata, and Spencers of the Unicorn’. We aimed to com- H R College, K C College, St. Xaviers, College, in Mumbai. Malls like Inorbit and municate and engage with all age Sydenham College, Wilson College, Sophia Nirmal Lifestyle, too, contributed to groups.” „ College, Elphinstone College, Lala Lajpatrai create an engagement platform. Butalia: all age-groups [email protected]

TATA DOCOMO Different Moods The billboard has images of Ranbir Kapoor in various moods that blink one by one, highlighting the unlimited calls offer. By Jhumur Nandi

ata Docomo’s recent out The billboard features images of home (OOH) campaign of the actor with different facial Thighlights Unlimited ` 666 expressions. The images blink one offer that gives unlimited local after another, along with a message calls on any mobile or fixed-line that reads ‘Hello Unlimited - Ab paye sador in different moods.” network, letting users share their unlimited local calls kisi bhi network par Duggal adds, “We decided to various moods and feelings with @ `666’. It is illuminated at night. boost impact levels and do something their near and dear ones. Ajay Duggal, chief operating clutter-breaking. This seemingly As a part of the OOH campaign, officer, Tata Docomo Rajasthan cir- simple campaign has been a very the telecom brand has executed a cle, says, “Outdoor is a medium effective reminder of Tata Docomo’s catchy billboard which shows various where innovation is imperative. The value proposition in the market.” pictures of the brand’s ambassa- objective was to communicate our The message is The month-long campaign dor Ranbir Kapoor, highlighting tariff proposition in a manner that illuminated at that began on September 12, has the value proposition of the offer, is both captivating and interesting. been executed by MOMS. „ unlimited local calls to any network. Thus, portraying our brand ambas- night. [email protected]

afaqs! Reporter, October 1-15, 2012 47 1(:6%22.6 5HDGLQJ5RRP RELIANCE COMMUNICATIONS SUDARSHAN BANERJEE EVP and Head, Mudra Ahmedabad Director, Business Development, DDB Mudra Group Drawing Customers The backlit 3D icons are mounted on the bus am currently engrossed in reading queue shelter roof at 10 locations across Delhi. By I Steve Jobs by Walter Isaacson; The King of Madison Avenue by Kenneth Jhumur Nandi Roman and Little Red Riding Hood by The Brothers Grimm. n a bid to promote its 3G ser- Android Bot, Google Play, YouTube I am reading the Steve Jobs biogra- vices, Reliance Communications and Google+ are mounted on the phy to get to know the person behind Ihas launched an outdoor cam- shelter roof to enhance the visual the enigma; from what I’ve read so far, paign that urges smartphone users impact of the creative, and grab he seems to have been a terrible boss to switch to android on Reliance attention of commuters. to be working for. The King of Madison 3G to enjoy the fastest smartphone Inside the BQS, regular creatives Avenue is David Ogilvy’s story, it has experience. that feature a blue android image the perspective of Kenneth Roman, This branding is in line with the with the copy, ‘Switch to Android who was the Chairman of Ogilvy company’s mainline campaign that on Reliance 3G’, are displayed. The when the agency sold out to WPP. It promotes the two-year collaboration icons are backlit with special tubes is completely an insider account of with Google to exclusively market that illuminate the 3D icons. what really happened. android devices in India. It is executed by the OOH agen- The third book, Little Red Riding Hood is part of reading together with The campaign has been executed cy JCDecaux at 10 locations across my five year old daughter. Well, I’ve been a long time comic on bus queue shelters (BQS) in South, East and West Delhi. bbooks fan, all sorts of comics. Ahem! That apart, I like to do some Delhi, where 3D icons of the Blue Dipankar Chatterjee, chief lightli reading in behavioural economics, quantum physics and operation officer, street furniture, appliedpp neuromarketing. My all-time favourites include, The JCDecaux India, says, “The loca- Hitchhiker’s Guide to the Galaxy by Douglas Adams (a must tions have been strategically spread read trippy book for everybody), The Dilbert Principle across the city to provide an effective by Scott Adams (for lessons in how to be sarcastic & reach to the campaign and generate completely spoilt and get away with it) and Horse Sense top of the mind recall with innova- by Ries & Trout (for giving far more credit to common tive displays deployed on all the sites senses than is usually given). Apart from these, I am also taken by Reliance.” ffond of reading What They Don’t Teach you at Harvard The ongoing campaign kicked off BBusiness School by Mark McCormack. Next, I am waiting during the first week of September toto read Amul’s India - based on 50 years of Amul Advertising and will continue for two months. – an anthology that’s truly a collector’s item and Jaya by The 10 shelters are located at DeDevdutt Pattanaik - I like his takes on the Hindu panthe- Dwarka, Rajouri Garden, Modi on, and am interested in his take on the Mahabharata. „ Mill, AIIMS, among others. „ As told to Raushni Bhagia [email protected]

HDFC LIFE Life will feature the best videos on OOH screens and cinemas across the country. A Happy Woman The objective of taking the pro- motion to the on-ground level is The 12X12 feet booths titled ‘Model of Happiness’ to showcase real stories of women, who have been able to shower hap- will be installed in key malls and corporate parks piness on their loved ones. depicting mini film sets. News Bureau Sanjay Tripathy, executive vice- president and head, marketing and DFC Life has started and lights. Women who have been a direct channels, HDFC Life, says, with an on-ground initia- ‘Model of Happiness’ in their fami- “A financially secure woman can Htive to promote its Smart lies can create their own personal not only become an active member brand philosophy, ‘Sar Utha Ke Women’s Insurance Plan, in which video films about their stories, in of the family’s decision making pro- Jiyo’, empowering women to be the brand urges working women these booths. cess, but can also be financially secure and be a source of between 25-40 years of age to share On the digital plat- a source of happiness happiness to their families.” their story, where they have acted form, these videos to her loved ones by The month long on-ground independently and provided happi- will be uploaded on meeting their needs campaign has been executed across ness to their family members. The the company’s micro- on her own. Targeted six malls and 12 corporate parks on-ground initiative further will site and its Facebook at urban working in Delhi, Pune, Bengaluru and be extended to digital and out-of- page. The videos will women, our new Mumbai. home (OOH) media. be judged by an HDFC experiential campaign The activation will take place in As a part of the initiative, 12x12 Life selection panel aims to capture real Ambience mall and DLF Promenade feet video booths titled ‘Model of and on people’s choice moments of happiness in Delhi, Forum Mall in Bengaluru, Happiness’ are installed inside malls (Likes received on the of these women.” Infinity Mall in Malad, High Street and corporate parks. The booths social media pages, “We are keen to Phoenix in Mumbai, and Inorbit represent mini film sets, with ele- where the videos will bring these stories to Mall in Pune. „ ments such as a ‘Director’s chair’ be posted). HDFC Tripathy: smart woman life in line with our [email protected]

48 afaqs! Reporter, October 1-15, 2012 VANITA KESWANI - mymy first cruise experience which was ssimplyimply awesomeawesome!! COO, Madison Media Sigma As a traveller,traveller, what’swhat’s your tip forfor thethe others?others? CompletelyCompletely unwind yourselfyourself and disengage fromfrom youryour normal wwayay of life.

HaveHave yyouou ever been surprisedsurprised byby the tastetaste ooff food,food, outsideoutside India?India? WWhere?here? AtAt an Indian restaurant in Las Vegas – haven’thaven’t tastedtasted sucsuchh yummy IndianIndian foofoodd in thethe finest IndianIndian restaurants backback hhome.ome.

Which has been the most uniqueunique desti-desti- nationnation that you ever visited. When and why?why? TheThe most unique destination was Ladakh Carefree Camper a year back.bac In biting cold at a height of 18,38018,380 feet,feet, we enjoyedenjoyed eating hothot Samosas inin the ArArmymym Canteen at Khardungla Pass onon the highesthigghest motorable road in the world. If there is one pplacelace yyouou can keepkeep WeWe also vvisitedisited a school and interacted with going back to for a holiday, where thethe childrenchildren at Zero Point Road in the last wouldwould it bebe?? villagevillage bebeforefore the Indo-Pak LOCLOC.. It’sIt’s DeDelhilhi wherewhere I can savour my parents’parents’ llovingoving tendertender care anandd feast TellTell us hhowow havehave you managedmanaged to onon my favourite gourmet ddelightselights makemake a journey fun.fun. dished out byby mmyy mother. PlayingPlaying Antakshari and fun games like AtlaAtlass is what I like doingdoing to make Tell us three goodgood thingsthings about jjourneysourneys fun.fun... traveling.traveling. in 22008008 a)a) exploring new vistas and places b) A gourmet gaffe that you would broadening your horizons and learn-learn- likeliike toto sharshare.e. ing aboutabout tthehe way of llivingiving of peoppeoplelee WhileWhW ile on a trip to MaMalaysia,laysia, I wantwant-- otherother thanthan wherewhere you livelive andand c) geget-t- ed to havehave tea withwith mimilklk anandd was ting awayaway from yyourour daildailyy grind anandd astastonishedonished to know that in MalaMalaysia,ysia, monotonousmonotonous routineroutine.. mimilklk is known as ‘‘Susu’.Susu’. When I was aaskedsked whether I wanted to have tea When you travel, what is a must ccarryarry witwithh ‘Su su’, it was an amazinamazingg ggour-our- forfor you?you? mmetet ggaffeaffe for an Indian. A comfortable footwear, my mobile pphonehone andand my credit card. WhatWhat isis thethe bbestest souvenir you eveeverr boughtbought forfoor anyone? When and where did yyourour best holidayholiday I alwalwaysaya s buybuy fridge magnets and shot happen?happen? gglasseslasses from wherever we are for MyMy best holidayholiday was at the Carnival CCruiseruise oourur holidays!holidays! „ -2%6:,7&+ JOBSWITCH

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50 afaqs! Reporter, October 1-15, 2012