Rs 40 THE

December 16-31, 2008 The fortnightly from www.thebrandreporter.com

NEWS CHANNELS THE DAY AFTER Coverage of crises sends TV ratings of channels soaring. But what happens to the business after the spike?

22 PLUS 30 24 18 HONDA 8 Debut on Wheels 14 SONY BRAVIA Exploring Colours 14 KURKURE Ready to Groove 32 KALAIGNAR PROFILE GENERAL MOTORS DEFINING MOMENTS New Horizons 33 Suprio Guha Thakurta Lighting a Spark Ivan Arthur SUN The former adman is now Chevrolet Spark plans to sweep The out-and-out JWT man Expansion Spree 34 MD of The Economist. semi-urban and rural India . reflects on his long career.

EDITORIAL

The fortnightly from afaqs! This fortnight... Volume IV, Issue 10

It is always tricky trying to stay on the right side of the thin line that separates ‘insensitiv- EDITOR ity’ from ‘business opportunity’. That problem assumes great import while analysing Sreekant Khandekar something like the coverage of the attacks on Mumbai and the performance of the news chan- nels, which beamed the action unfolding before horrified viewers into millions of homes. PUBLISHER Prasanna Singh Indian television viewers had seen many calamities but no-one had seen anything like this before anywhere. As news channels went into overdrive, trying not to miss anything EXECUTIVE EDITOR that was significant, viewers stayed transfixed, glued to their sets wanting to see and M Venkatesh know every bit of the news that was pouring in ceaselessly. And it went on for 60 CREATIVE CONSULTANTS hours. PealiDezine What followed was that television ratings shot up dramatically, especially for LAYOUT Hindi news channels. English channels too witnessed a noticeable-enough ripple as Vinay Dominic most channels cut out all their ad breaks for 48 straight hours. Blink, and you might miss it, was the policy each one of them followed during those crucial hours. LOGISTICS Rajesh Kanwal More ratings and more viewers should lead to more advertising. Ironically, how- ever, it is this that news channels cannot hope for when their ratings and viewership ADVERTISING ENQUIRIES shoot up and channel shares rise like never before because of catastrophic circum- Hansika Koli stances - at least not immediately. Noida: (0120) 4077834 4077837 Instead, what they are forced to do is to wait for things to get back to normal, go Gaurav Prabhu back to advertisers with their newly-acquired ratings and, at the same time, make Mumbai: (022) 40429702-5 sure that they have established the credibility of their channel with the public and the [email protected] advertiser. Marketing Office In this fortnight’s cover story, we spoke to a cross-section of media planners and advertis- B-3, First floor, Sector-4, ers for their views when faced with such a situation. We also sought the opinions of TV Noida-201301. channel editors and marketing heads to find out how they handle the dilemma of finding Tel: (0120) 4077800. themselves with their hands tied while viewership is going through the roof. And, more impor- Mumbai tantly, how and when they intended monetising their new status. 39, A to Z (Industrial) Premises Co-op Soc Ltd, Lower Parel, Mumbai - 400013. Tel: (022) 40429701-5.

M Venkatesh Subscription Enquiries Sakshi Kohli Tel: (0120) 4077837 [email protected] a website makes me even happier. I LETTERS must say that the ad is refreshingly Registered Office different from the ads that are being Banyan Netfaqs Pvt Ltd, 494, dished out these days. I hope to see Mandakini Enclave, Alaknanda, New Feedback many more art forms taking on a Delhi 110 019. ©2004 Banyan I have been a subscriber of TBR contemporary note, and making a Netfaqs Pvt Ltd, all rights reserved for three years now. Of late, I have success of it. throughout the world. Reproduction in been witnessing a change in the con- BN Roy any manner without permission is pro- tent. Now the issues are full of Bangalore hibited. Printed and published by stories either on advertisement Sreekant Khandekar on behalf of industry or on media statistics. You Effective Communication Banyan Netfaqs Pvt Ltd at 7-A/13, must talk about some brand stories, The story titled ‘For the name- include more internet space in your sake’, I believe, exemplifies the fact Ch. Ratan Singh Complex, Jawala pages, add some international stories that not all good campaigns are Heri Market, Paschim Vihar, for broader perspective. A more ana- cracked by big brands and not all New Delhi-110 063. lytical approach rather than just Out of the Box brands winning awards at the inter- Printed at Paras Offset Pvt. Ltd., informatory would really make this Last issue’s cover story, The New national platform for creativity are C-176, Naraina Industrial Area, magazine more interesting. Creative Agency gave interesting big brands. What seems to be the Phase I, New Delhi 110 028. Kunal Jain insights on the advertising business. need of the hour is ‘effective com- Exclusive distributors in India: Ajmer We mostly get to hear big foreign munication’ and newer ways of India Book House Pvt. Ltd. names like JWT, O&M and McCann making the consumer the medium, New Delhi: (011) 23313014/5, Erickson. I believe it’s high time we which BBCWST has successfully Using Folk Art Mumbai: (022) 24925651, This is regarding the article on the had more Indian agencies, which do done through the condom campaign. Kolkata: (033) 22498096, viral ad released by Sulekha.com. I not succumb to foreign networks. Vinod Bangalore: (080) 22261305, was happy to know that an art form Things appear hopeful with Santosh Uttaranchal Chennai: which is centuries old has been used Padhi and Agnello Dias teaming up to (044) 28275217 in the advertisement. The fact that start an independent agency. the makers of the ad are also taking Varun Sharma Cover Illustration steps to support the art form through Pune Readers can mail their feedback to Gogol [email protected]

The Brand Reporter, December 16-31, 2 0 0 8 5 INDIAMART.COM NEWSBULLETIN The Winning Streak Sponsored by

ndiaMART.com, India’s largest online B2B I Tata Teleservices> India’s youngest telecom service marketplace, has won provider has launched its much-awaited telecom operations in Red Herring 100 Asia the Jammu and Kashmir circle. The company is introducing a award. This recognises range of products under the Tata Indicom umbrella—pre- IndiaMART.com in paid and post-paid mobile phone services, fixed wireless the 100 most telephony (Walky Talky) and a host of value-added services. innovative private The company will make an investment of Rs 100 crore in the technology companies J&K circle in the first phase. based in Asia. Accepting the Alcatel-Lucent Alcatel-Lucent> Recently, award, Dinesh the company announced that it Agarwal, founder and will provide end- has been selected by China CEO of India- to-end Telecom, China’s leading telecom operator, to provide end-to- MART.com, said, “We communication end communication solutions for China Telecom and increase are honoured to have solutions. the capacity and coverage of its mobile voice and data network won this prestigious throughout the country. award for our role in transforming online

MARKETING Ford Motors> Due to a huge drop in demand for cars lately, B2B landscape in Chennai-based Ford Motor India, has offered a discount of Rs India. This recognises 91,000 on its popular Fiesta. The discount offer comes on the the success and hard Ford Motors to back of Japanese giant Honda Siel Cars (HSCI) offering a work of India- management, offer discount on substantial discount of Rs 8 lakh on Civic Hybrid. HSCI sold 235 MART.com team to execution of strategy, Civic Hybrids, which carried a priced tag of Rs 14 lakh after the date. We also like to and integration into Ford Fiesta. discount, in 10 days. share this award with their ecosystem. our buyers and “Our winners and The airline will Kingfisher> Kingfisher Airlines, India’s suppliers whose finalists demonstrate commence daily first and one of only six 5-Star airlines in success at using the that Asia is non-stop flights the world, recently announced that power of our online increasingly becoming beginning January 5, 2009, it would B2B marketplace to a leader in innovation, from Mumbai to commence daily non-stop flights from Mumbai to London, connect with business contrary to London. Heathrow. The launch of this new route marks the second international route to be operated by Kingfisher Airlines. partners worldwide, stereotypes,” said Joel drive sales and tap new The event Dreyfuss, editor-in- Airtel> Recently, Airtel Telemedia Services, India’s largest markets has set a new chief of Red Herring. honours 100 private broadband and telephone service announced the era in online B2B cutting edge “It was tough to launch of ‘Airtel Self care’ – a complete online account space.” choose just the top 100 management facility for its broadband and landline customers. The Red Herring private finalists from such a Airtel customers can now enjoy online access to their account 100 Asia is an technology firms large list of excellent information, make bill payments and access a whole lot of exclusive event contenders, and we are services and information. In order to enjoy the benefits of the honouring 100 from Asia. very happy with the Airtel Self Care service, customers need to log on to cutting-edge private quality of the www.airtel.in and register themselves. technology firms from Asia. The companies we selected as finalists,” winners were selected from more he adds. The mall Tata Group> The group has found a new formula to than 1,000 companies based in 16 The 100 winning companies were management expand its retail business. The Tata Group will create a new countries including China, India, announced at Red Herring Asia mall management company that will buy new real estate Japan, Singapore, Korea, Australia, event in Hong Kong on December company will buy properties through its retail venture, Trent. Trent currently Vietnam and others. The nominees 03. The CEOs of the winning real estate runs its business in hyper store format – with the apparel for the awards were evaluated on startups presented their innovative properties. store Westside, bookstore Landmark Books and the food and both quantitative and qualitative ideas and technologies to an grocery store called Star Bazaar. criteria such as financial audience of leading entrepreneurs, performance, technology financiers, and corporate strategists Unitech> The realty major plans to invest about Rs 2,500 innovation, quality of at an event held in Hong Kong. crore to develop 35 hotels across the country over the next seven years. The hotels would come up in the national capital region (NCR), Kolkata, Chennai, Goa, Mysore, Bengaluru, QUOTE OF THE FORTNIGHT Hyderabad, Chandigarh, Siliguri. Of the total planned hotels, about 50 per cent would be located in Kolkata and NCR. The ‘‘It isn’t consumer demand company would construct over 5,000 rooms in 3-5 star that is in the ICU yet, but categories in 35 hotels. companies who are gasping for cash to stay afloat, and EVENT> Garment Technology Expo 2009 is a unique exhibition on garment industry in India. The exhibition will focus on a wide range of garment machinery, accessories many of them are not and support services from India and abroad. The event will be held at NSIC admitting it openly.’’ Exhibition Centre, New Delhi from January 16 to 19, 2009. It is being organised by Garment Technology Expo. The event will create awareness in all the relevant RAMA BIJAPURKAR, MARKETING STRATEGIST, ON HOW CONSUMER segments by proper display of products and help in achieving the marketing DEMAND WILL BE AFFECTED BY THE SLOWDOWN, IN FINANCIAL EXPRESS. objectives.

6 The Brand Reporter, December 16-31, 2 0 0 8

MUMBAI TERROR ATTACKS NEWSBULLETIN Crisis Management Sponsored by nitially, the fire at the Taj seemed unreal. Then, I FHM> FHM (For Him Magazine), the international men’s almost immediately, lifestyle magazine, will now offer content from its Indian flying bullets and edition on mobile phones. The magazine has tied up with Mauj explosions jolted Mobile, which will source the content from Next Gen everyone into reality. The content is targeted at men Publishing that owns the licence to publish FHM in India. The latest attacks have Initially, FHM content will be offered to mobile users in various driven home the fact with GPRS- formats. The publisher will also make available short duration that terrorism has enabled mobiles. videos, which will be specially developed for mobiles. entered in our country MEDIA riding on a wave, and if ZEE TV> ZEE TV has undergone a curative measures are makeover. To mark its return with fresh not taken, it would programming, the channel has adopted a engulf us. vibrant look and a new tagline. Jiyo Zee In the midst of the RJ Praveen: before terror struck Bhar Ke gives way to the new tagline, Har Pal mayhem that ensued, Banaye Ek Naya Rishta. The new packaging the airwaves in Mumbai callers messages to RJs. highlights the quintessential ZEE TV woman, who is rooted in became a source of help RJ Suren of Radio tradition, but is also the perfect example of a contemporary for the needy, a The recent Mirchi got to the studio woman, inspiring confidence in her family. counselor for the lost, a attacks“ have for his usual stint, little GPS for those caught at realising what was in Fever 104> To encourage original musical talent, Fever a crossroads and a driven home store. He recounts a 104 FM has launched an initiative in Delhi - Off The Record. mouthpiece for those the fact that caller weeping and The initiative will provide a platform for amateur young who wanted to release explaining that his sister artists and bands. Fever 104 FM will handpick Delhi’s most their emotions. terrorism has was stuck at Hotel promising talent and offer them an opportunity to perform Jayant, an engineer entered in our Trident’s parking lot and and jam with established artists of the music world. Amateur working with Radio he was helpless in bands that can create music in Hindi and are keen to Meow, was packing up country riding getting her out. Suren participate can send in their demo CDs through post at the for his journey back on a wave. consoled him, and by Fever 104 FM office. home at 10 pm on Thursday morning, she Wednesday night. Since was home. The company Bloomsbury> Bloomsbury, the publisher the studio is barely 50 RJ Praveen of Radio wants to that brought out J K Rowling’s Harry Potter metres from Hotel City was another radio capitalise on series in the market, has bought Wisden, in a Trident, he heard ” jockey who rushed to move to strengthen its presence in sport gunshots. He was his office to get to his cricket’s publishing. It wants to capitalise on cricket’s advised against moving console. popularity. popularity across India and Asian countries. It out, as there was a He started taking has been associated with the almanac for the possibility of a gang war calls from relatives, who past four years when it became Wisden’s sales partner. on the streets. were clearly disturbed When the realisation by the situation and Videocon> The economic slowdown has led Videocon, the dawned that it was wanted to locate their $2.5 billion consumer durables manufacturer, to delay the launch of its direct-to-home venture, D2H. The service has something more Jayant: stepping in loved ones. horrific, he had no “We even had cops now been postponed to the next fiscal, when it will also option other than to stay put. calling in from the place they were launch its cellular service, Datacom. However, Videocon is using this time to strengthen its entry into DTH sector. It is Since it became clear that no one posted and giving on the spot recruiting sales and service staff as it prepares for the launch could enter or exit the building, the accounts of the condition prevailing of D2H through its media arm, Bharat Business Channel. responsibility to facilitate broadcasts in their areas,” says Praveen. fell on him. Though most of these people on A person with no experience of air were more than willing and More than Jaago Re> Tata Tea, in association with handling consoles, Jayant held fort happy to help the distressed souls, 1,00,000 users Janaagraha, a Bengaluru based not-for- profit organisation, launched Jaago Re One till around 6.30 pm on Thursday they also hoped that a scenario of this have registered Billion Votes campaign in September to evening. He connected RJs via kind never arises again, and they with the site. awaken the youth to cast their votes and make a difference in phone lines, coordinated with their never have to relive those the political leadership of India. As part of the campaign, it is Delhi studio and forwarded unbelievable hours. running a website called Jaagore.com, created by integrated media agency Arc Worldwide. The campaign is running across QUOTE OF THE FORTNIGHT 35 cities in India and the voter registration drive is also facilitated through an IVR. According to the traffic details, the ‘‘Thanks to our ever-awake 24x7 site has received 4,47,603 unique visitors. news channels, Indians have seen monumental incompetence, Sadhna TV to Sadhna TV> The Prabhatam Group (earlier called the launch Sadhna Rashtriya Group), which beams the spiritual channel, Sadhna criminal negligence and extreme TV, is launching its second, 24-hour regional news channel casualness in the face of News, a 24-hour called Sadhna News (Bihar and Jharkhand). The group’s first disaster ‘live’.’’ regional news regional news channel, Sadhna News (Madhya Pradesh and channel. Chattisgarh), started broadcasts in June 2008. The VINOD MEHTA, EDITOR-IN-CHIEF, OUTLOOK GROUP, ON THE ELECTRONIC MEDIA’S COVERAGE OF Prabhatam Group has a presence in media, aviation, mining, MUMBAI ATTACKS, IN OUTLOOK. real estate and biodiesel sectors.

8 The Brand Reporter, December 16-31, 2 0 0 8

EFFIES NEWSBULLETIN The Winning Run Sponsored by

Percept Talent Management> Percept Talent Management has partnered with Hansa Research, in a celebrity research study in the field of entertainment. CelebTrack, the research study, will focus on ensuring that clients get their money’s worth when they use celebrities to endorse brands. CelebTrack will track 150 top celebrities over 10,800 respondents across two pan-India waves annually. The results of first wave will be out by February 2009.

International Advertising Association> The Indian arm of the International Advertising Association in partnership with The Energy and Resources Institute (TERI), has decided to postpone its Creative Lantern Award function in aid of nd of 2008, JWT is roaring Sunsilk Red Ribbon Express Creative Lantern TERI’s Lighting a Billion Lives campaign. This was done in again. The agency which (UNICEF, India and NACO) and light of the unfortunate terrorists attacks in Mumbai. The Awards cancelled social awareness programme was conceived to address the Epicked up Lions at Cannes this Pepsi (Me on My Can). due to Mumbai year, garnered a total of 100 points O&M picked three gold as well. huge problem of about 400 million Indians who have and also took the Effie for the agency It won two gold for Bingo in the terror attacks. absolutely no access to electricity. of the year. Till last year, the agency consumer products and integrated was at fifth position in advertising campaign >>ACCOUNT MOVEMENT ADVERTISING terms of points. category. The third one O&M came second, was for Vodafone in the > NACO-TSG, the Technical Support Group of the with 80 points while services category. O&M National AIDS Control Organisation has appointed Dentsu Lowe came third with won two bronze metals Communications as its creative agency for its condom 45 points. Incidentally, for Cadbury Bournvita, promotion initiatives. Dentsu won the account following a in 2006, Lowe took and one for Hutch Caller multi-agency pitch, which involved agencies such as Mudra and RK Swamy/BBDO. NACO has also confirmed that a media pitch involving Mindshare away the agency of the Tunes. O&M also picked and Madison, amongst others, is on. year and in 2007, O&M two silver for MotoYuva was awarded the same. and Vodafone. The tables have reversed Lowe won a gold for > Bates 141 has been appointed Nirula’s creative this year for these Idea’s ‘What an Idea’ agency after a multi-agency pitch. The names of the agencies. JWT picked up campaign in the services other agencies in fray could not be ascertained. However, the incumbent agency on the account was K JWT picked three three“ gold, a category, a silver for Tata Factor. Bates 141 will be responsible for both the above-the-line and below-the line gold, a silver and four Tea and four bronze - silver, four activities for the account. bronze. JWT’s total two for ICICI points was 75. It also won bronze and the Prudential, one for > Quadrant Communications has been appointed the final grand Effie, thus grand Effie, Havell’s Cables and as the creative agency of HFCL Infotel, a venture of the adding another 25 points earning it a another for Tata Tea. HFCL Group. In August, a pitch for the brand was called to its kitty, making it a Next with 20 points when the company parted ways with its agency, Vyas Gianetti Creative. Quadrant won total of 100 points. JWT total of 100 was McCann Erickson the account after a multi-agency pitch, which had agencies such as TBWA, Brand Planet won the gold for Nike points. that picked two silver Elephant and Crayons Advertising in the fray. The ad spend for the brand is in the range Cricket (consumer Effies for Saffola Gold of Rs 5-10 crore. products category) and and Saffola Life. two golds for Lead India Rediffusion Y&R came for The Times of India in the fifth with 15 points having picked a corporate advertising as well as”silver and a bronze for Airtel. New TVC New AD campaigns of the fortnight integrated advertising campaign. The Bates 141 won a silver for Virgin TATA INDICOM silver for JWT was for Kurkure – Mobile – Think Hatke. While The TVC opens with a narrative of Mehboob Khan Pathan, family face on pack in the consumer Mudra Multiplier won a bronze for father of Pathan brothers. The narrative recounts how the products category. JWT won four TVS Scooty, and so did Mindshare brothers listened and adhered to their hearts. bronze metals for Diamond Bride India for HSBC Premier Agency: Contract (De Beers Group Marketing), handset. Creative Director: Raj Nair Film Director: Razy Ghei Copywriter: Raj Nair, Gopi Puthran QUOTE OF THE FORTNIGHT Production House: Via Us Films ‘‘What the politicians are trying ASIAN PAINTS to say here (in the campaigns) Saif Ali Khan wakes up to a yet another boring day. He invites is not understood because there his friends, who are part of a music band. A jugalbandi of music is simply no truth to it, and and painting culminates in Khan painting a beautiful wall. Agency: Contract political campaigns have to Copywriter: Malobi Dasgupta stem out of the truth.’’ Creative Director: Raj Nair Film Director: Sunil Sippy PRASOON JOSHI, EXECUTIVE CHAIRMAN, MCCANN ERICKSON INDIA, ON THE EFFECTIVENESS OF POLITICAL ADS Production House: Highlight Films AND THEIR USE OF BURNING ISSUES, IN MINT.

1 0The Brand Reporter, December 16-31, 2 0 0 8

NEWSTVC BHARTI The Big Transformation Bharti’s first-ever corporate campaign uses India’s historical icons rather than Bollywood celebs. By Khushboo Tanna

hile Airtel has, over the These people have Rahman. years, taken the help of altered history with A spokesperson W Bollywood actors, Bharti their brave actions from Bharti shared Enterprises, the parent company of and their work.” reasons for releasing a Airtel, has followed the non-celebri- According to positive corporate ad ty path for its first ever corporate Marathe, the ad was now when the econo- campaign. kept black and white my is spiralling The objective of this corporate to make it look subtle. downwards. “The new campaign is to build the equity of “The campaign talks TVC celebrates the the Bharti brand among stakehold- about leaders from achievements of ers. The company spokesperson says, the past, it seemed Indians who brought “Bharti as a company is into diversi- more apt to shoot the about major transfor- fied fields now, and it was important ad in black and white Raj: history matters mations through their to communicate the same.” rather than colour,” thoughts and actions. The campaign coincides with the he says. It also brings forward the potential corporate rebranding of Bharti. The But at some point, isn’t the ad held by a nation of a billion plus peo- TVC expresses its new brand identi- reminiscent of an earlier Airtel ad ple. In many ways, this also reflects ty and the brand motto, ‘Big (Express Yourself), more so because the spirit of Bharti.”He adds that the Transformations through Brave both tell their stories through the use rebranding is in line with their new Actions’. It peeps into the history and of vignettes and both use Airtel tune vision of making Bharti India’s finest highlights the achievements of at the end? conglomerate by 2020. Indians, such as Aryabhatta - the Iqbal Raj, national creative direc- Few people from the industry inventor of the digit 0, Sushruta - the tor, Percept/H, has a different shared their views about the ad with

father of surgery, Jagdish Bose, - who explanation. He clari- The Brand This corporate invented wireless communication, fies, “We have Reporter. campaign coincides Vinod Dham - inventor of the deliberately decided Jagdish Acharya, Pentium computer chip, and to execute the ad in executive creative with the Mahatma Gandhi, all of whom have the same format as the director, Mudra DDB, changed the world with their beliefs. Express Yourself says, “I enjoyed watch- corporate The ad ends with the super, Airtel ad because that ing the ad because I am “When you stand up for what you ad is very well known proud to be an Indian. rebranding of believe in, you can change the world. and popular. The The ad connects to the Bharti Enterprises. If one Indian can influence the world same goes for the Indian within us. But to such an extent, just imagine what Airtel tune.” the execution or the one billion of us can do.” He explains, thought behind the The ad has been conceptualised “While the literate Marathe: making a point campaign says nothing by Percept/H and was shot by Kunal masses are aware that about the brand.” Shivdasani from Virtual Reality. Airtel is a Bharti Enterprise company, Prathap Suthan, national creative This project was led by Samarth the lower strata of society do not director, Cheil Communications, Shrivastava, associate vice president know that. And that is precisely what says, “The thought behind the ad is and Nidhi Mehra, creative group we are trying to convey to them with not a new one. It has been around for head at Percept/H. the campaign.” The Airtel tune was a long time. But I like the way they Dilip Marathe, creative head, first introduced when the brand was have played around with the brand Percept/H, spoke to The Brand launched in Mumbai, close to a name in the ad. The ad is quite sim- Reporter about the thought behind decade ago. It has been a trademark ilar to the Airtel ad and I feel that’s a the campaign, “The aim was to show ingredient of all Airtel ads since then, positive thing because it kills two Indians who believed in what they with minor modifications to suit the birds with one stone.” He adds, “It did, and thus, inspire a billion other mood of each ad. promotes Bharti as well as Airtel.” � Indians to follow in their footsteps. The tune was composed by AR [email protected]

12 The Brand Reporter, December 16-31, 2 0 0 8

NEWSTVC HONDA CITY Debut on Wheels The Honda City TVC in India aims at widening its base by targeting the younger generation. By Khushboo Tanna

hat will your world be like when you drive the new Honda City? WAccording to the Honda commercial, it will have lush green valleys, beautiful mountains and picturesque waterfalls. The commercial shows a bright red Honda – young people, who possibly own a small City cruising through some splendid landscapes. car such as a WagonR or a Santro and are The driver manoeuvres the car through a water- looking to upgrade. fall in which he sees his own reflection. The car Given the beautiful locations in which races past the reflection and comes to a stop. The the film is shot, isn’t there a possibility that driver steps out of the car and realises that he was the ad might be remembered as a ‘wallpa- imagining the setting while he was driving, so per’ one? Mendonza admits that might be smooth was the performance of his car. Sharma (top): widening the case. “It was a risk we were willing to As the music track speaks of ‘getting ahead of Honda’s base; Sarkar: take because I had promised the Honda yourself’, the ad ends with the voiceover, ‘Enjoy recreating the scene; the team that we would make the ad look real Your Challenges’. ad being shot in Mumbai and not like a postcard,” he explains. The ad has been created by Dentsu Marcom Honda Siel Cars has been in India for a and produced by Samir Sarkar’s newly founded Dentsu Marcom, says that the ad has a threefold decade, but this is its first ever major TVC for a production house, Magic Hours Films. This is agenda. One, they wanted the new Honda City to specific car model. In 2005, the company released the first campaign under the banner. be recognised as a large player and not a niche a TV campaign to announce the launch of the The film was directed by a German car ad-film player. Two, Honda wanted to highlight the fact first generation Honda City. Last year, it launched director, Alexander Paul, who has directed vari- that the new car was totally different from its ear- a corporate ad to celebrate 10 years of operation ous international TV commercials for Mercedes lier version, and not just a revamped model with in India. However, both these campaigns enjoyed Benz and Audi. a few added features. Three, the company want- Adrian Mendonza, national creative director, ed to increase its sales by targeting a new segment continued on page 16 >>

SONY BRAVIA Exploring many Colours The latest TVC highlights the colour capabilities of the new Sony Bravia. By Savia Jane Pinto

n September last year, Bates 141 Rajasthan. Singapore won the highly covet- Interestingly, India wasn’t the Ied Sony Bravia account for the first choice during the pitch process, Southeast Asia region, following a but finally, the film made by the multi-agency pitch. The business Indian team got selected. was earlier handled by DY&R The brief given to Bates 141 was Singapore. simple and single-minded – that it During the pitch process, four must speak of the colour capabilities teams from Bates 141’s offices in the of the new Bravia (Full HD 1080) region – Singapore, Malaysia, range and must also have an iconic Taiwan and India – were called to feel to it. work on the pitch. That’s when Jaisalmer came into “I just wanted to win the the picture. account,” says Sonal Dabral, region- Dabral is fasci- O&M. another in a cascade. The dominoes al executive creative director, Asia, nated with the Shot in Jaisalmer, The minute- are falling right next to the people, Bates 141. Sony Bravia has a legacy city because of long film starts who don’t seem to notice them. In of some great creative work done by its richness and Rajasthan, the ad early in the the final scene, the falling dominoes Fallon London and DY&R history. In fact, has a background morning in a city open up as a rosette with the colours Singapore. Fallon has worked on this is the third in Rajasthan and of a rainbow. campaigns such as Paint, Balls, film that he has score that is follows the city’s Why Jaisalmer, we asked? “It Rabbits, while DY&R Singapore shot there. The people through provided the much needed back- worked on the Pyramid campaign. first one was for international little lanes, tem- drop to highlight the spectacular The latest campaign, Domino National ples, forts and colour and movement,” explains City, is based on the same philoso- Handlooms, while he was at Lintas palaces. People are busy with their Dabral. Since Rajasthan is a very phy – ‘Colour Like No Other’. The (Lowe Lintas now), and the second everyday chores, while dominoes of ad has been shot in Jaisalmer, was for Asian Paints, while he was at varying colours are falling one after continued on page 18 >>

1 4The Brand Reporter, December 16-31, 2 0 0 8 Rajdhani Express Delhi’s fastest growing Newspaper

DAILY REACH 08 R1 08 R2 HINDUSTAN 1072 1278 NBT 1696 1591 Delhi + NCR DJ 954 926 PK 926 801 *Source IRS Rounds, figures in ‘000s Uttar Pradesh Uttarakhand Chandigarh NEWSDIGITAL INDICA VISTA A Car That Also Plays Cupid A new website for Tata’s car for young executives spins a tale out of graphic novels. By Kapil Ohri

ata Motors is running a website, better things in life. ChangesEverything.in, to promote a new They are proud of Tversion of the Indica, called Tata Indica what they have Vista, among young executives. achieved and not The website carries an episodic graphic novel, afraid of taking the Virtual characters : Andy and Leela which tells the story of two virtual characters less-travelled path to called Andy and Leela, who meet at Indica Vista success. We think that these are the character traits weave Indica Vista features subtly around it. showroom and gradually fall in love with each that the Indica Vista target audience identifies While the plot revolves around Andy and Leela’s other. The car brand plays a supporting role in the with, thus making the characters more real and love story, the brand plays the role of a facilitator story, stepping in at key times to solve Andy and identifiable.” at key stages. This will lead to a positive buzz and Leela’s problems. Fed up with the commuting problems, both awareness about the brand.” DraftFCB Ulka manages the Tata Motors Andy and Leela decide to buy Indica Vista. They Saurabh Gupta, CEO, Phonethics, the agency account. arrive separately at the Tata Motors showroom for that developed the characters and story says, “The Andy aka Anand Sharma is a 28-year-old bach- a test drive of the car. But only one car is available, story does not end here. In fact, it will now move elor and runs a digital marketing agency in so both of them agree to take the test drive togeth- into the consumers’ hands and they will decide Mumbai and uses his father’s car to commute. er. During the long ride, the two get to know each where they want to take the story. For this, we will When he is sent to Delhi to set up a branch of his other, and eventually start dating. launch a Facebook application, which will provide agency, he plans to buy his own car. Leela Ramachandran explains why they opted for specific tools to its members to create a comic Banerjee is 26 years old and works with a leading virtual characters, “The character-based strip around Andy and Leela and decide their fashion designer in Delhi, she too wants to buy a approach is an interesting way to tell the brand fate.” car. story, and it also has the potential to involve the He adds, “The automobile company will Speaking to The Brand Reporter, Satish prospects and generate consumer dialogue.” He incorporate the best comic strip in the story as the Ramachandran, vice-president, DraftFCB Ulka, adds, “The primary objective behind fifth episode and also reward the person who takes says, “Both Andy and Leela are represented as free ChangesEverything.in is to create an interesting the story forward.” � spirited and ambitious individuals aspiring for story that the prospect can identify with and [email protected]

<< continued from page 14 by the popular Pakistani band, Dentsu and Honda will also pro- Sarkar tells The Brand Strings. vide customised ringtones and caller Reporter, “While the film was shot Strings was sent the lyrics and tunes because they feel that the over five days, we took five extra Debut on Wheels shown the raw footage of the cam- music has the potential to become days to recreate the waterfall set in paign. very popular. Mumbai. We had to use 65 tankers a rather brief run. So, in a sense, this The band compiled the music Besides these innovations, the of water (1.5 lakh litres) to recreate is Honda’s first major campaign in and gave it a Sufi feel, a genre in usual media mix of print and out- the scene and make it look natural.” India. which the band is comfortable. door will be used. The TVC was The advertising fraternity has Anita Sharma, general manager, The song was recorded at a stu- shot in Kerala and Mumbai. mixed opinions about the ad. marketing communications, Honda dio in Karachi and the final mixing The opening sequence of the Sambit Mohanty, executive cre- Siel Cars, explains the timing of the ative director, Brand Planet campaign, “All our previous cars Elephant, says, “‘Enjoy Your were designed for a niche segment, Challenges’, says the new Honda so TV would have been futile then. With this campaign, Honda Siel Cars wants City TVC. But what exactly is the This time, we wanted to widen the challenge here – driving into a appeal.” to change the target group from the suc- waterfall and emerging unscathed? With this campaign, Honda Siel Nice looking car though.” Cars decided to change the target Akshay Kapnadak, creative direc- group from successful, well-settled, cessful, well-settled, middle-aged people tor, McCann Erickson, says, “ Are middle-aged people who were the they trying to tell me that by pur- buyers of old Honda City, to a to a younger audience aged 25-35 years. chasing the new look Honda City younger audience aged 25-35 years. (and it does look great), I am chal- Interestingly, the campaign is an lenging myself? How? Other than amalgamation of many firsts, the was done at Famous Studios in film has been shot in Munnar and that, there are mandatory car shots obvious one being that this is Mumbai. the waterfall sequence in in an exotic location and the new Honda’s first TVC for a specific The agency is currently in the Athirapally, both in Kerala. improved features. And that’s product. Second, this is director process of doing some innovations Since special effects were being enough reason for anyone to buy Alexander Paul’s first Indian ad in the digital space, such as creating used, the entire waterfall shot was the car. Not because I want to chal- campaign. virals, microsites and creative ban- recreated in Mukesh Mills in lenge myself.” � The music has been composed ner ads for the car. Mumbai. [email protected]

1 6The Brand Reporter, December 16-31, 2 0 0 8 Still Jharkhand’s No.1 Newspaper.

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TOTAL READERSHIP 07 R2 08 R2 HINDUSTAN 2893 3542 Jharkhand DJ 2585 3072 PK 2838 3025 *Source IRS Rounds, figures in ‘000s Uttar Pradesh Uttarakhand Chandigarh NEWSTRENDS DEFINING MOMENTS << continued from page 14 Exploring many Colours monochromatic set up the dominoes environment, with and worked with the lots of shades of carpenters through beige, the colours in the night for the next the city come from day’s shoot, while the attire the people the second team wear, the colourful worked on the shoot ‘‘The‘‘The turbans and skirts. itself. Dominoes, in combination of And when the colourful order, had coloured dominoes to be arranged madness and fall beside the city equidistantly and logiclogic resultsresults inin folk, it offers a had to be held by greater visual appeal. people, so that they magic’’ The film has been didn’t fall off before shot by Nic “The ad film the count and fell Finlayson, who treat- only in a chain effect. ed it in a very must hold China was one of “Come on over,” he chuckles over the phone as I seek an interview with him. But observational man- the locations initially getting to Goa from Mumbai with a three-hour deadline looming is impossible ner. “That is why the universal selected, where the and we settle for a long-distance interview with the 68-year-old Ivan Arthur, one ad looks more like a appeal.” Great Wall of China of the veteran of Indian advertising. Here, he tells The Brand Reporter about documentary than an would have been the the defining moments in his life. ad film. There aren’t SONAL DABRAL natural choice. too many sudden Regional ECD, However, the idea hat would he have been had he not entered advertising? A moves by the camera was scrapped because head clerk, says Arthur - if he had passed the entrance test for or zooming in and Asia, Bates 141 the Olympics were Wthe job of a clerk at Nestle. That failed test, was one of out of scenes,” says being held at around Arthur’s defining moments. Dabral. the same time. India After that, Arthur toyed with the idea of being a recording artiste (he Though it is shot was then chosen. plays the mandolin) for Bollywood and even had a couple of recordings in an Indian locale, The commercial is done for Salil Choudhury. His father would not accept him being an the background score being aired in artiste like him, “because he didn’t want to see me starve.” Arthur then is very international. Singapore, the tried his hand at journalism and was reporter/ film critic/ sub-editor/ “This was purposely Philippines, page-maker rolled into one in a weekly called Tide. done because, while Malaysia, some parts Arthur has spent most of his 38-year-old advertising career in JWT watching the ad, of Africa and the before retiring in 2002 as national creative director. people shouldn’t feel Gulf countries. His first tryst with advertising came when he “was introduced to a that it’s an Indian ad. Dabral shares young lady so stunningly beautiful that I said yes to everything she said. The ad must hold some of the difficult Her name was Nargis Wadia and she was running an agency called universal appeal,” moments they had Studio One.” The next thing he knew, he was doing a job as a copy- specifies Dabral. while shooting this writer there. Rob Barbato, who ad. He says, “While In May 1964, he attempted the lengthy copy test at JWT (then HTA), belongs to a band “I didn’t find in the Thar Desert, which he left incomplete because it was long and uninteresting. About called Darker My the winds were a week later, Charles Moorhouse, JWT’s boss, sent him a postcard say- Love, has worked on the ad blowing very strong- ing that the copywriter’s job was his. “I was in advertising - in India’s the sound effects, ly and the dominoes largest agency.” while Song Zu, spectacular.” just would not stay. Subhas Ghosal who was part of JWT since 1944 and created Singapore, has pro- R. BALAKRISHNAN The teams would Contract Advertising, JWT’s sister agency, was a great influence on vided the Chairman and prop them up and Arthur. An incident that has remained in Arthur’s mind is a conference soundtrack. wait until the direc- that Ghosal addressed when he got back from a visit to the London Close to 160 CCO, Lowe tor said ‘action’ and office of JWT. “One sentence into his talk, and I found myself dizzy dominoes, 8 feet by 4 Lintas then just pray that with pleasure. The man’s voice, vocabulary, turn of phrase and width of feet, each weighing the dominoes learning made me feel that I had slipped into some abode of the gods. about 30 kg, were wouldn’t give way He was speaking from the heights of Parnassus and I was glad to be used. These were made of plywood beforehand.” there at the foothills.” in Delhi and carted in five trucks to Close to 70 per cent of the film Mike Khanna, the ex-chief executive at JWT, who was then manag- Jaisalmer. A number of carpenters, has been shot in the real world and er of Delhi office of JWT, too left his mark on Arthur. While at HTA, too, were transported to the location computer graphics have been used Arthur paired the inexperienced new lot of creative people with the so that damaged dominoes could be for the rest. older experienced lot. “This combination of madness and logic resulted repaired quickly. R. Balakrishnan, chairman and in magic, a formula that worked for us. That, for me was a great defin- The ad includes three locations in chief creative officer, Lowe Lintas, is ing moment – to see young people twinkle like stars,” he says. Rajasthan: Jodhpur, Pushkar and of the opinion that the ad is okay. “I Arthur has been part of the 10-member global team that put togeth- Jaisalmer. There is also a shot of the didn’t find this very spectacular. The er the Thompson Total Branding Protocol. When he retired in 2002, Taj Mahal, but the dominoes around earlier ads, especially the Paint one, Arthur accepted Walter Saldanha’s (former boss of Chaitra Leo Burnett) the area are computer-generated were great, probably because it was invitation to join AICAR Business School as a trustee. Here he designed images, as are the final rosette domi- one of the first in the series of Sony courses and set up the in-campus communication agency, run by stu- noes. The post-production work and Bravia ads.” dents. Arthur writes when he gets the time. Among his books are animation was done by Oktobor in He thinks that the premise of Pavement Prayers and the yet-to-be-released Brands under Fire that he New Zealand. colour needs something more hard co-wrote with Kurien Matthews, former director, TBWA/India. � Two teams worked continuously hitting to stand out really well. � As told to Savia Jane Pinto during the five-day shoot. One team [email protected]

1 8The Brand Reporter, December 16-31, 2 0 0 8

NEWS CHANNELS THE DAY AFTER Live coverage of crises like the recent attacks in Mumbai sends TV ratings of news channels soaring. But what happens to the business after the spike? By Sanjay Gupta and Sangeeta Tanwar

TAM RATINGS OF NEWS CHANNELS GO “THROUGH THE ROOF JUST AS COMMANDOS ARE SHOWN STORMING A BUILDING

GOGOL ” othing makes a news channel more instance, during the week floods inundated Wonderland, gets “curiouser and curiouser.” alert than breaking news of a Mumbai (July 2005), the share of viewership of In India, the news-channel space is getting calamitous kind. Whether it’s terrorist Hindi news channels went up to 11.4 per cent ultra-competitive. According to industry attacks, floods or any other against 7.7 per cent the previous week. Viewership estimates, there are currently close to 50 news unfortunateN occurrence of huge impact and share increases in case of English channels are less channels in the country, seven of them in English, tremendous human interest, the scores of 24x7 dramatic but noticeable nevertheless. What a dozen or so in Hindi while the rest comprise news channels in India go all out to capture it live. happens next? Do channels monetise such spikes regional channels. While they all vie with each On the other side of the screen, viewers almost that leave their ratings better than it was in the other for an advertising pie of around Rs 1,200- stop in their tracks and are glued to their sets for as immediate past? Rs 1,300 crore in the news genre (out of the total long as their jobs or routines permit. Even the core TV ad revenue of Rs 8,000 crore), the regional entertainment-viewing public or non-television RIGHT PLACE, WRONG TIME? channels only get a small fraction of the spend. types tune in to find out what happened. There hile more people point their remotes to news “Most news channels operate on the ER or follows a continuum of channel-chasing to know Wchannels during crises than other occasions, effective rate for the week. Since they don’t know what happens next, and next and next… this increase in audience cannot - and many in the beforehand what news will be watched more than TAM ratings of news channels go through the industry say “should not” - be cashed upon by the others, the premium pricing comes not from roof just as commandos are shown storming a channels due to the very nature of the events and certain programmes but prime time bands (7-10 building or water is seen flooding people’s homes. sensitivities attached to them. Essentially it means pm and 7-9 am),” says Atul Phadnis, CEO, For instance, in the week of November 23-29, that no ads get aired during the coverage. The sit- MediaE2E, a specialist solutions firm for the TV when Mumbai attacks were covered live on uation, to borrow a quote from Alice in industry. television for almost 60 hours, the average viewership share of Hindi news channels in the overall TV viewership pie went up to 17.6 per cent It may sound ironic that the compared to 7.7 per cent in the previous week. channels spend a lot on covering ‘hot news’ Even though the Mumbai attacks were an extremely unusual instance, news viewership, but cannot encash their popularity in especially on Hindi news channels, goes up dramatically each time a crisis is broadcast. For the short term.

2 2The Brand Reporter, December 16-31, 2 0 0 8 COVERSTORY

in viewership to rope in more advertisers or com- THE CREDIBILITY FACTOR mand higher rates. On the contrary, ad rates ne clear indication of building upon the cover- actually fall as there are few takers. Oage is the channels’ initiatives to include NEWS CHANNELS Says Punitha Arumugam, group CEO, viewers in the “causes they take up” with authori- Madison Media, “Most advertisers restrain ties or to make a positive change in society. Most themselves, though there might a few exceptions.” media owners try to tie in their TV play with their The nature, scale and gravity of a situation call websites, SMS and other integrated tools for main- for different measures. Says Sanjay Dua, COO, taining a constant “dialogue” with their audience. Network 18 Media, & head, IBN media The big challenge for news channels is to make operations, “For instance, at the time of the some of their new viewers return and stick around Akshardham attack (in Gujarat), regular in the long term. How each channel handles the THE DAY AFTER advertising was back after an hour or so…In an coverage and carries on with post-event analysis hour of reporting, channels generally go into and reportage is what distinguishes it from the Live coverage of crises like the recent attacks in Mumbai sends TV ratings of breaks 4-6 times, but during the Mumbai attacks others in the race. So when an event of critical no-one went into breaks for almost 48 hours.” importance turns up, channels go all out to make news channels soaring. But what happens to the business after the spike? Agrees Lynn de Souza, chairman and CEO, it work to their advantage – though not in an By Sanjay Gupta and Sangeeta Tanwar Lintas Media Group. “Crisis reporting,” she says, obviously ‘mercenary’ way. “This is the time when “results in two- or three-day peaks at the most and one has to build credibility through truthful and is, as a rule, not cashed in on by advertisers and fair reporting and there does arise a time when this media planners.” credibility can be cashed upon,” says Media observers as well as channel business Venkatramani. heads point out that the channels cannot directly Concurs Raj Nayak, CEO, NDTV Media, benefit from such coverage despite the rise in “The only gain can be in terms of viewership. But though channels may be unable to credibility/perception...since the pecking order of cash in immediately, they use this time to build a the favourites might change if people like/dislike a bond, as well as their credibility, with the viewers. channel after a major event.” If that happens, the This can yield better rates or negotiated deals with loyalty shift could translate into revenues later. advertisers later on. Most channel owners and editors try and put “In times of crises, viewers are desperate for additional resources to work in order to maintain news, so ad rates drop and one has to be careful in credibility and win the battle for ad rupees. “What taking breaks,” says Ashok Venkatramani, CEO, happens during Media Content & Communications Services unusual events like (MCCS), which owns STAR News. But there the Mumbai attacks could be brands such as security, insurance or or other disasters is TAM RATINGS OF NEWS CHANNELS GO telecom, which may not find it entirely that people, “THROUGH THE ROOF JUST AS COMMANDOS inappropriate to advertise. including advertisers, ARE SHOWN STORMING A BUILDING Media buyers combine post-event coverage and credibility along with TAM ratings to figure out which news channels they include in their plans. GOGOL ” othing makes a news channel more instance, during the week floods inundated Wonderland, gets “curiouser and curiouser.” According to Namrata Shanbhogue, Advertisers take extra care in deciding whether value the news channels even more. The channels alert than breaking news of a Mumbai (July 2005), the share of viewership of In India, the news-channel space is getting entertainment and media analyst, Enam to advertise and what messages to convey. “At times, benefit as a result of that heightened perception,” calamitous kind. Whether it’s terrorist Hindi news channels went up to 11.4 per cent ultra-competitive. According to industry Financial Consultants, “Most news channels sell it makes sense to advertise only if the message is says Arnab Goswami, editor-in-chief, Times Now. attacks, floods or any other against 7.7 per cent the previous week. Viewership estimates, there are currently close to 50 news bulk ad inventory. Ad budgets are also allocated topical and tactical and is in sync with the news in Media buyers are not impervious to the pull of unfortunateN occurrence of huge impact and share increases in case of English channels are less channels in the country, seven of them in English, based on the credibility of channels.” However, circulation,” says Anisha Motwani, executive vice- credibility either. In fact, they combine post-event tremendous human interest, the scores of 24x7 dramatic but noticeable nevertheless. What a dozen or so in Hindi while the rest comprise given that live telecast is expensive for news president, Max New York Life Insurance, though coverage and credibility along with TAM ratings to news channels in India go all out to capture it live. happens next? Do channels monetise such spikes regional channels. While they all vie with each channels, it may sound ironic that they end up the company doesn’t believe in advertising during figure out which news channels to advertise on. On the other side of the screen, viewers almost that leave their ratings better than it was in the other for an advertising pie of around Rs 1,200- spending a lot on covering ‘hot news’ but cannot such times. Viewers are, in any case, more Doesn’t a higher rating allow news channels to stop in their tracks and are glued to their sets for as immediate past? Rs 1,300 crore in the news genre (out of the total encash their popularity in the short term. concerned about the latest update and may not be increase spot rates or get higher ad volumes? At long as their jobs or routines permit. Even the core TV ad revenue of Rs 8,000 crore), the regional News channels’ programming cost follows a set receptive to any brand messages as such. times, channels do go back to their advertisers entertainment-viewing public or non-television RIGHT PLACE, WRONG TIME? channels only get a small fraction of the spend. pattern, depending on how it is produced and One peculiarity viewers exhibit is intensified with new rates. In that sense, says Phadnis, types tune in to find out what happened. There hile more people point their remotes to news “Most news channels operate on the ER or aired. At the bottom rung - or the cheapest to air - channel surfing. According to Ravi Kiran, CEO advertisers who bet on a channel and sign long- follows a continuum of channel-chasing to know Wchannels during crises than other occasions, effective rate for the week. Since they don’t know are the “borrowed” programmes such as clips from (South Asia), Starcom MediaVest Group, “During term deals that locked them into lower ad rates what happens next, and next and next… this increase in audience cannot - and many in the beforehand what news will be watched more than laughter shows or other popular shows on GECs. crises, not only do more people tune in to news, early on tend to benefit the most if the channel TAM ratings of news channels go through the industry say “should not” - be cashed upon by the others, the premium pricing comes not from The next rung comprises the format-based they also switch channels a lot before deciding on does well. Also, whenever a surge in viewership roof just as commandos are shown storming a channels due to the very nature of the events and certain programmes but prime time bands (7-10 programmes such as panel discussions. The third which channel they prefer. In fact, many viewers happens, some channels’ ratings peak and come building or water is seen flooding people’s homes. sensitivities attached to them. Essentially it means pm and 7-9 am),” says Atul Phadnis, CEO, one is studio-based or newswire-based do not even settle for a given channel during these down later. But they usually settle at a higher For instance, in the week of November 23-29, that no ads get aired during the coverage. The sit- MediaE2E, a specialist solutions firm for the TV programmes in which the channels pay for the times.” So how much of that translates into level than the weeks before the events. This gives when Mumbai attacks were covered live on uation, to borrow a quote from Alice in industry. footage acquired. At the top or most expensive sustained and regular viewership is questionable. them a certain bargaining power with the television for almost 60 hours, the average rung are ‘live’ broadcasts. In Phadnis’ opinion, Says Ajit Varghese, managing director, Maxus advertisers later on. viewership share of Hindi news channels in the budget overruns are common for live India, “If I watch an episode or a couple of The channels may go low-profile on selling overall TV viewership pie went up to 17.6 per cent It may sound ironic that the programming. episodes of a serial, it doesn’t mean that the serial themselves while covering a crisis, but they do compared to 7.7 per cent in the previous week. channels spend a lot on covering ‘hot news’ will become a successful soap. People who do not promote their rating gains on their own channels, Even though the Mumbai attacks were an WHEN DISASTER STRIKES generally watch news may be glued to news in press releases or ads in B2B media, or in extremely unusual instance, news viewership, but cannot encash their popularity in uring the coverage of crises, there is virtually consistently for hours when something drastic presentations to advertisers. That’s how they hope especially on Hindi news channels, goes up Dno - or negligible - advertising aired on chan- happens but they may not return when the crisis to make money or at least recover costs. � dramatically each time a crisis is broadcast. For the short term. nels. It’s not as if channels can tom-tom the surge blows over.” [email protected]

2 2The Brand Reporter, December 16-31, 2 0 0 8 The Brand Reporter, December 16-31, 2 0 0 8 2 3 NEWSDIGITAL LEE COOPER Designing a Philosophy A special microsite has been created to propagate Lee Cooper’s philosophy. By Kapil Ohri

n order to provide a platform for youth to users who just believe in wearing come together and create a community of con- stylish clothes? The brand is not Isumers who believe in Lee Cooper’s running the microsite just to philosophy of discrimination by design, the denim inform its target audience about wear brand, has created a special microsite called its brand philosophy or brand LcClan.in.com targeted at the Indian youth. The history. Instead, it is trying to microsite is an extension of Lee Cooper’s current build an engagement with its TG print and outdoor campaign. and acquaint users with its brand What’s the Lee Cooper philosophy, which has philosophy of discrimination by been extended from the ad campaign to its running a month long contest. microsite? Ameet Panchal, chief executive officer, Users who join the Lee Lee Cooper India, tells The Brand Reporter, Cooper website can upload and “Lee Cooper believes in the ideology of discrimi- share their photos and videos in nation based on design, style and fashion, and not stylish clothes. Once uploaded, other users can and the contest at youth, in the age group of 16-35 by sex, caste or creed. The campaign is aimed at judge the images or videos and vote for the ones years, who wear denim. the identification, segregation and exposure of they think are the most stylish. The microsite will be promoted through online cool youth from those who are not so cool. We Interestingly, the contest will not end with the banner ads on social networking sites such as believe that stylish and fashionable people will voting process on the microsite. The apparel brand Facebook.com and Orkut.com and on horizontal prevail in society.” has plans to take the contest offline as well. It will portals such as Yahoo!, Rediff.com and MSN.com. Panchal adds, “The idea behind discrimination select the users who get the most votes and ask Email marketing will also be used. The URL of by design is based on consumer insights which them to provide inputs to Lee Cooper designers. A the microsite will be promoted at various display indicated that discrimination still exists in society special range of denim wear, including jeans and points at Lee Cooper retail stores and on print and as people are often judged by what they wear and jackets, will be manufactured based on their outdoor campaigns. The microsite has been host- the brands they use.” In just 10 days of its launch, inputs. The range will be displayed and made ed on In.com and developed by a team from around 1,100 consumers have already joined the available for sale in major stores across India. In.com along with McCann Erickson Mumbai, website. The contest is not aimed at fashion designers Lee Cooper’s creative agency. � Is there any point in creating a community of per se and the company is targeting the microsite [email protected]

GENERAL MOTORS Spark is targeted mainly at gov- in towns in West India, and moved to ernment employees, teachers and North and South India in panchayat members. Apart from pro- November. In all, GM aims to cover moting the car, GM also faced the 700 towns and reach 3,50,000 people Lighting a Spark challenge of educating people about through this campaign. GM is also the company, which doesn’t enjoy building its dealer network through With the help of the campaign the company aims to sell high visibility in small towns. Priya channel activation with special offers. 5,000 units of Spark. By Tarana Khan Monga, business head, RC&M, says, At the road shows and events, people can test-drive the car, partici- eneral Motors (GM) India pate in quizzes and games, and win has embarked on a plan to prizes. The activities, both static and Gmake its presence felt in interactive, are taking place at petrol semi-urban and rural India. The pumps, food outlets and bazaars. The focus is on promoting Chevrolet company has 95 sales points and Spark, which was recently repriced at more than 110 service centres in Rs 2.66 lakh, making it a direct com- India and plans to increase this to 200 petitor for other compact cars such as dealerships and 255 rural service cen- Maruti Alto. tres by the end of 2009. The activation campaign, called Speaking about the response to Jeevan Mein Umang, Spark Ke Sang, is the campaign, Arora says, “So far, we being implemented by below-the- have had more than 3,500 active line agency RC&M across 700 towns inquiries, which have led to 550 in eight states, including bookings.” The company aims to sell Maharashtra, Gujarat and Madhya around 5,000 units of Spark by Pradesh. Spark is usually perceived as March 2009 as a result of this cam- a city car, but in small towns, its value paign. Monga says that about 30 test for money aspect is being highlighted drives are taking place every day in in addition to its fuel efficiency and Chevrolet is five years old in India “The concerns we had at the outset these towns, with two to three book- high mileage. and we observed that there is a good were that GM has low penetration in ings per day. “As people see the car Speaking to The Brand appetite for small cars such as Spark small towns and also fewer dealer- more and more on the roads, its Reporter, Ankush Arora, vice-presi- in Tier II and Tier III towns. The ships. Our focus is on the availability brand visibility will increase auto- dent, marketing, sales and after-sales, objective is to give people a feel of and visibility of Spark.” matically,” she adds. � GM India, says, “As a brand, the product.” The campaign started in October [email protected]

2 4The Brand Reporter, December 16-31, 2 0 0 8

NEWSOOH

to add more as the company grows. AIRSCREEN Rajesh Suri, director, Crossbow Innovative Advertising, says, “We wanted to offer large format media, which was also aesthetically appealing, for the Indian market. There are times when compa- nies do not have large projectors while conducting New Formats events. Airscreen is our answer to this problem. We will also rent out Airframes and Airscreens for sales driven campaigns.” Suri says that his organisation will work closely with outdoor companies because these are usually hired by brands for advertising purposes. He adds, “We can give away Airscreens for as little as a day’s time for events, while brands using our products in malls can hire them for at least a month’s time, which can be further extended. We plan to sell our media at the Delhi Metro, in malls and to event companies.” The products can also be used on landscapes and in open areas where people gather. The company will see its first campaign launch in India this month. More than 40 countries, including the US, Crossbow Innovative Advertising brings to India inflatable hoardings from Germany, Mexico, Argentina, the UK and Germany’s Airscreen. By Rohit Nautiyal Australia, already use Airscreen products. But will this product get a favourable response oday, brands are moving beyond conven- the products are made out of inflatable polyvinyl in India? Christian Kremer, chief executive officer, tional outdoor vehicles and trying chloride, which can be moulded in the shape of a Airscreen, sounds hopeful when he says, “We Tinnovative new formats to communicate hoarding. think that India could be a key market for us. We their messages. With the outdoor industry growing Airframe offers a static space onto which a are sure that our products will soon get a good sturdily in India, a number of new formats have megaprint carrying pictures and messages can be response from the OOH business in India.” been introduced by international media companies attached. The inflatable product comes in sizes Monthly rentals for Airsframe will start from that see potential in this market. ranging from 26ft x 13ft to 118ft x 49ft. Airframe Rs 25,000 and go up to Rs 4,00,000. A day's rent of Recently, German company Airscreen, which offers display options on both sides. Airscreen, on an Airscreen for exhibition and event display will manufactures inflatable hoardings, made its way the other hand, comes in a larger format and has a range between Rs 20,000 and Rs 50,000 approxi- into India. Crossbow Innovative Advertising, a projection screen attached to it that allows the dis- mately. All rentals will vary according to the size of Delhi-based outdoor company, has bagged the play of moving pictures and ad films. the formats, locations and duration for which the exclusive distribution rights to Airscreen and To start with, Crossbow Innovative Advertising products are rented. � Airframe, the two products of the company. Both has purchased 15 of Airscreen’s products and plans [email protected]

GREENLINE want to do out and out charity. This way, we will sustain the effort for a longer time.” Medical Help on the Move Talkingabout the kinds of brands that may be interested in advertis- The new ambulances combine emergency medical services with selective advertising ing on an ambulance, he says, “It will not be appropriate to market a options for brands. By Rohit Nautiyal soap using an ambulance. We will offer our media mainly to pharma- utdoor can boast of being ceutical companies. We will expect the only media that con- these companies to help us with Otributes directly to the EMS. It is an interesting social building of infrastructure for public responsibility option for brands to convenience. In recent times, explore.” snazzy bus shelters and hygienic He adds, “Eight months ago, we public utilities have mushroomed, made a presentation on these ambu- which are also used for advertising. lances and showed it to the MCD, Now, Greenline, a Delhi-based which liked our idea. Once an acci- outdoor company, has dent happens, the initial 60 minutes entered into a three-year are crucial in saving a victim’s life. agreement with the This is where our ambulances will Municipal Corporation come to the victim’s rescue.” Singh of Delhi to provide 50 Singh (left); A Greenline ambulance displaying advertisements was tightlipped about the revenue ambulances for the relief Greenline expects to earn from the of victims of road acci- Extension, Moolchand provide advertising space on the dri- advertisements. dents. The ambulances Crossing and NH 8 ver’s and cleaner’s side. Greenline Greenline, established in 1994, is will carry advertising near Shiv Murti. These will pay the MCD monthly fees of an OOH company specialising in options for brands as will transport accident Rs 10 lakh for 50 ambulances. environment friendly street furni- well. The victims will be victims to the nearest Raminder Singh, managing ture. It has also made overhead provided free first aid and other hospital. A helpline number will be director, Greenline, says, “This signages, ornamental railings, bus emergency medical services (EMS). put up on the ambulances, which endeavour is about combining busi- stops, public conveniences for the The ambulances will be placed at 50 will help people to get in touch with ness with a noble cause for the Government of Delhi. � crossings in Delhi, including South Greenline. The ambulances will improvement of the city. We did not [email protected]

2 6 The Brand Reporter, December 16-31, 2 0 0 8

POINTSOFVIEW Will the Slowdown Hinder Experimentation in Digital Advertising? A slowdown generally means cuts in discretionary ad spending. Will marketers stop experimenting online? By Kapil Ohri

SUNIL RAJSHEKHAR GAURAV GUPTA SANTOSH E G SHUBODIP PAL President and COO, Times Internet Director Marketing, General Motors (India) Digital Marketing Director, MRM Worldwide Head, Marketing, PSG, HP SUSHIL KUMAR ECONOMIC SLOWDOWN WE FORESEE A DIGITAL ADVERTISING IF THERE IS AN WILL SPUR SITUATION OF IN INDIA HAS, BY AND IMPACT THEN THE EXPERIMENTATION AND GROWING LARGE, BEEN MOST MODEST IMPACT TRIAL. IN THE WEST INVENTORIES, EXPERIMENTATION. OF THE RECESSION INTERNET ADVERTISING DESPERATE RETAIL ONLY A FEW INDUSTRY WILL BE ON THE IS BIG, BUT IT IS STILL ENVIRONMENT AND CATEGORIES SUCH AS NEWER MEDIA SUCH VERY SMALL IN INDIA OVERALL REDUCED BANKS, TRAVEL PORTALS, AS OUT-OF-HOME, There are indications that the spends across most industries. shopping sites and insurance cinema and wireless media. slowdown has led to This scenario warrants a stricter have a focused approach. Social media will prove to be an vigilance on experimentation in interesting and cost-effective way advertisers beginning to shift advertising campaigns - be it in Experiments can be quite of communicating with the their budgets to the internet. traditional or new-age media. costly in a slowdown. So, the consumers directly without a long While ROI is the least Spending on digital media as a motto would be, “Stick with term commitment. Digital common denominator for percentage of overall media what worked.” As online advertising enables behavioural budgets still hovers around low, targeting and reduces significant advertising spends across single-digits in most categories. advertising is sold on the waste by cutting down on the ad platforms, it is an oft-overused Marketers who have not tasted “measurability” factor, spend on people who have no term in internet advertising. early-successes in digital media marketers would also expect interest in your product Many insist on running a will be wary of continuing or the same from all their whatsoever. extending their marketing Will advertisers start demanding campaign for an extended spends. The early adopters will campaigns. Each campaign more accountability from every duration irrespective of the pick select best practices or past would be benchmarked rupee they spend? Yes, they will fact that the campaign success and continue spends. against a predefined ROI. and would also want to go safer objectives through targeted ROI-driven campaigns will be the The online collaterals used by sticking to the tried-and-trusted flavour during 2009 with the media - for instance, TV and Print. CTRs (click-through rate) brand campaigns limited to new to achieve the ROI may vary But when it comes to digital, I may have been achieved long launches at best. Effective (depending on the publisher ad would personally go ahead with before that. Even the most Customer Relationship inventory). Search Marketing lead generation and ROI-driven evolved advertisers look to Management (CRM) will be the or pay-per-click ad campaigns activities rather than brand- mantra for survival and success. building campaigns. For instance, search marketing for pure- Digital media aids in effective and low-cost activities such as if we used to allocate Rs 100 on play ROI buys and use display CRM and relying solely on lead social media marketing and digital advertising and earlier if it advertising for hybrid buys generation would be an under- buzz marketing or viral ad was 50:50 spends between brand combining branding and exploitation of the potential and campaigns will be the focus building and lead generation self-defeating in purpose. campaigns, now the case could be performance. areas for the marketers. 20:80 in favour of lead generation.

2 8The Brand Reporter, December 16-31, 2 0 0 8

PROFILE |NEWS MICROSOFT PROFILE I SUPRIO GUHA THAKURTA I MD I THE ECONOMIST GROUP Hardware Building Awareness Yatra By Devina Joshi Microsoft’s on-road event rom passing out as a mechanical engineer from Jadavpur targeted resellers in 12 FUniversity to recently becoming states. TBR News Bureau the managing director of The Economist Group in India, it has been icrosoft Hardware, the an interesting journey for Suprio hardware division of Guha Thakurta. MMicrosoft, has just com- Be it brand management, sales and pleted two phases of its Discover channel development, advertising, India Yatra, a programme that helps direct marketing, entrepreneurship it increase its interaction with chan- and now publishing, Guha Thakurta nel partners across the country. has dribbled the ball across a wide The on-road event is aimed at playing field so far. In a chat with The educating Microsoft Hardware’s Brand Reporter, Guha Thakurta resellers and helping them improve talks about what prompted him to do sales. a little bit of everything. The programme was initiated in “Twenty years ago, one had two 2007 and covered 60 Tier II and III career options - medicine or engineer- cities in that phase. In the second ing,” says Guha Thakurta. As he phase (July and September 2008), wasn’t interested in the former, he the company visited 30 more cities. took up the latter. Speaking to The Brand His first job was at Union Carbide Reporter, Ashim Mathur, national (now Eveready Industries), Lucknow. marketing manager, entertainment On feeling a little ‘left behind’ with and devices division, Microsoft just one degree, Guha Thakurta got India, says, “Our resellers in smaller himself an MBA from XLRI, Jamshedpur, and a six-month stint with Titan followed. There, Guha Thakurta delved into materials and production planning for Tanishq that FOTOCORP was being introduced into the market. “But I quickly moved ou. I was too Personal and stayed there for 4 years young to play that kind of politics let’s rising to become president after quit- leave it at that,” comes his mysterious “In ting in 2007. comment on his exit from Titan. advertising, The Economist job, feels Guha In Mumbai, a stint in sales and Thakurta, is a career option that asks Dealers attending the presentation dealer development with the Godrej the brand for all the skills that he has gathered in Group beckoned and he quickly the last 20 years. When he joined the towns are aware of our products, but climbed the ranks to head the function isn’t really magazine in November 2007, he learnt don’t know how to communicate for various regions. “But sales, after a that its TG didn’t belong only in the the product benefits to their cus- point, becomes a multiplication of your baby.” metros - over 20 per cent of its sub- tomers. Also, they may end up numbers, I started getting bored,” he scribers came from outside of the top selling a few of the products and not says. 10 metros. “This is a magazine that is the whole range. These events help One fine evening spent with friends from the ad not easy to segment in the first place,” shrugs Guha them understand our products and industry at a restaurant provided the answer to his Thakurta. “It is read by copywriters and fashion they also motivate them.” dilemma. He decided to give advertising a shot. “That’s designers on one hand, and senior executives and proj- At these events, the channel part- how Clarion happened,” Guha Thakurta says, refer- ect managers in IT business on the other. ners are given presentations about ring to the agency now called Bates 141. When asked about his new mandate post the global Microsoft products and experience He fondly recollects the days when Kiran Khalap - restructuring of the Economist, he responds, “Our pri- the products for themselves. They a person who has tremendously influenced him over mary task in India is still the same as last year: build are also given incentives in the form the years - took over as Clarion’s CEO. awareness. This is not a product of local insights, but of spot offers. In 2000, Guha Thakurta started a process consul- will need to be marketed in a locally relevant way,” he The 30 cities covered are mainly tancy firm called Open Services in partnership with says. from 12 states, including Punjab, fellow-XLRIan Ananth Srinivasan. A TV campaign launched earlier in the year was an Rajasthan, Gujarat, Maharashtra, Around three years later, the firm was dissolved and effort towards that, but it didn’t really enjoy too much Tamil Nadu and Orissa. it was back to advertising for him - as a director at airtime. “Yes, we pulled it out. Actually, we’re a little The programme is aimed at all Adfactors Advertising. “Back then, it was known for unsure of what to do with TV. As of now, outdoor, DM Microsoft retailers and Mathur says only two things - PR and IPO advertising,” admits and print figure in our media plan,” he says. “No mat- that the average turnout for each Guha Thakurta, adding that he bought into the idea of ter what anyone says, in advertising, the brand isn’t event was between 80 and 100. making Adfactors a full service ad agency solely really your baby…but when you work on the client’s The Yatra has been executed in- because he believed Khalap would be involved in the side, a certain possessiveness and ownership does set house by Microsoft with the help of scheme of things. “However, the agency didn’t take off in,” he sums it up. � local teams across India. � as I expected,” he says. He quit and moved on to Lintas [email protected] [email protected]

3 0The Brand Reporter, December 16-31, 2 0 0 8

NEWSPEOPLE PEPSICO Ready to Groove After the launch of the television commercial, Kurkure woos consumers with on-ground action. By Chhavi Tyagi

fter making Kareena Kapoor dance to the desipann. desi beats, PepsiCo has gone on-ground to Also, Indians have a Apromote the two new flavours of Kurkure way of ‘Indianising’ all Desi Beats – Dildaar Masala and Deewana things.” Tamatar. Tags, which say The on-ground activation, No Fun without ‘show your desi moves two categories – Deewana and Dildaar tracks. Desipann, was started recently at the EDM Mall, like Kareena and get Participants can pick their own song and groove to Delhi. It has been conceptualised and is being jhakaas prizes’ are given its beats. The videos are then assembled and executed by Kidstuff, the activation arm of Mudra at the mall entrance to uploaded on Kurkuredesibeats.co.in and YouTube. Communications. Amit Bajaj, manager, business all the visitors. Kidstuff is planning to get a collection of about development, Kidstuff, tells The Brand Volunteers are then 300-350 videos from every mall. The best videos, Bajaj: combining buzz Reporter, “The brief given to us was to create a asked to dance to a selected on the basis of comments and views with sampling buzz around the new launches, while driving Bollywood tune for a garnered, will get cool prizes such as laptops and extensive sampling.” minute. Bajaj explains, “We have brought the iPods. Apart from the final prizes, all the Bhagyashree Navare, business manager, Frito essence of the TVC in the activation. We want participants will either get a T-shirt, or a calendar Lay India, says, “Every Indian people to identify with the with a Kurkure pack worth Rs 10. The company youth is straddling tradition Volunteers are brand by choosing the flavour plans to target nine malls in Delhi, Noida, and modernity all the time. which suits their personalities Ghaziabad, Lucknow and Mumbai, While they are fairly western asked to dance to more.” Kidstuff has selected simultaneously, over a period of six-seven in their outlook, their heart is 20-25 popular Bollywood weekends. � still rooted in Indianness or a Bollywood tune. songs and divided them into [email protected]

OBITUARY MOVEMENTS/APPOINTMENTS > Rohinton B Maloo, MD, Cutting >> << Edge Media and consulting partner ADVERTISING/PEOPLE MARKETING and strategic advisor, TELiBrahma > Anand Narasimha has > Vineet Mathur has joined UTV Convergent Communications is no announced his decision to quit Bates New Media Venture (UNMV) as more. Maloo was at The Trident Hotel 141 as Vice-President, strategy and executive VP. He was earlier senior in Mumbai for a dinner meeting on the knowledge. He plans to start out on vice-president at ZED Digital, the evening of November 26. He started his own, operating independently as interactive arm of Zenith Optimedia. his career in 1981 in brand planning at a brand consultant. He describes Mathur will report to TN Prabhu, chief Trikaya Grey (now Grey Worldwide). In 1984, he launched an himself as a � brand mentor. His operating officer, UNMV. He has about ad agency – Adverts Advertising & Marketing and later expertise lies in brand management 21 years of experience, of which he launched - Sheri Louise Slimming Centers and Professional and strategy, integrated marketing has spent seven years in IT product Slimming Centers and Adar Nutrimetics. He co-founded the communications, and shopper and retail marketing. He has cross- sales and 14 years in the digital marketing and advertising computer training institute, Computerland (now Aptech). category experience, having worked on FMCG, durables, services, space. In 1995, Mathur launched his own digital venture – a Maloo was also the founder of Brandwidth, a digital and online corporates, technology and lifestyle brands. website development company called Inet India Solutions. In media marketing company. He acquired Cutting Edge Media 1998, he joined Hindustantimes.com. In 2000, Mathur quit HT from Zee Telefilms and re-launched Zee English, Zee MGM and > Ad veteran Nikhil Nehru has zeenews.com. Before joining TELiBrahma, he had started spread his wings in the consultancy Media and joined an interactive agency, Bridgeovertw.com, as its Delhi branch head. In 2001, he turned entrepreneur once Media Vault, a digital media sales and marketing company with space. Besides his private setup in the WPP Group. marketing and communications with again and launched his own interactive agency, Shri Vinayak Ontrack Consultancy Services, he Online Consultants. In 2005, Mathur set up another digital > Sabina Sehgal Saikia died in has taken over as chairman of Results agency, Indiads.com. In March 2007, he joined Zed Digital. the recent terror attack in Mumbai. International Group (RIG), India. RIG She was staying on the sixth floor of is a specialist consulting and corporate MEDIA the Taj Mahal hotel at that time. Saikia finance firm that functions exclusively > The Essel Group has announced the was consulting editor with The Times in global marketing communications appointment of Arun Kapoor as Director of India and a well-known food critic. SUSHIL KUMAR industry. of its distribution businesses. The post is a Her column, Main Course appeared in freshly created one in the company’s new > Nitin Alawadhi has put in his Delhi Times. At TOI, Saikia was part of organisational structure. Kapoor took over the launch team of Sunday Times and papers at Cheil Communications to his new post in Mumbai on December 3 and assume a larger role at Bennett, had also been a political correspondent. She later became the reports to Subhash Chandra. He now heads the subscription editor of Delhi Times. Coleman & Co’s The Times of and placement businesses of ZEE, Wire and Wireless India India (TOI). He was serving Cheil as and Zee Turner. He was heading Dish TV before he moved out > Irshwin Balwani, the business a client servicing director (CSD). At to Big TV, Reliance ADAG’s DTH wing, as CEO and president. head of Zee Muzic, passed away after TOI, he will be the deputy GM, a heart attack on December 3, 2008. Response Development Department > BBC Worldwide has appointed PV Shyam as Balwani had a long association with and will be based out of Delhi. Distribution Head for its South Asian business. In his new the Times of India and the Filmfare Alawadhi has a work experience of 12 role, Shyam will be responsible for the distribution of BBC Awards shows. He also spent many years on pan-India projects across Worldwide Channels and BBC World News for South Asia. years of his professional life with industries, conceptualising and executing events, promotions, Shyam will report to Nachiket Pantvaidya, GM, BBC Times Music, the highlight of which seminars, exhibitions and direct marketing assignments. He Worldwide Channels. He will be required to plan and was the launch of DJ Whosane. He has worked with Percept D’ Mark, where he later formed his strategise distribution deals, handle operational functions of also worked on a proposed music own outfit, called Speed Events and Promotions. He has also BBC Worldwide Channels and BBC World News for South channel, which turned out to be a blooper, at the Times of worked with Amway India and Ogaan Publications, before he Asia. Shyam has about 15 years of experience in diverse India, before joining Zee TV to head Zee Music. joined Cheil Communications in August 2004. genres and formats.

3 2The Brand Reporter, December 16-31, 2 0 0 8 NEWSMEDIA THE WEEK Taking a New Identity The magazine’s new commercial aims to revamp its positioning through a more people-centric image. By Devina Joshi pen a page of The Week and you may just find a write-up on the inconsiderate idiot Owho spat on your car yesterday. For the weekly magazine, from the Malayala Manorama Group, has revamped its positioning, wishing to be seen as a magazine that carries news and views that, in some way or the other, ‘affect people’. warming cause). On the back of one of the pro- The Week – pitched against the likes of other testers he can see the page number where this general interest English magazines such as India news appears in The Week. As he jogs along, he Today and Outlook – has never really invested in spots a laughter club meet in progress, a fashion its own brand campaign in a big way, despite being show at the beach complete with a wardrobe mal- in circulation for around three decades. A cam- Mathew (left) and Simon: revamping the image function and a protest march against inflation. In paign three years ago had its then agency, FCB the last sequence, he even gets accidentally doused Ulka, highlighting the kind of content that The TVC that works on the tagline, ‘More About What by a jet of water sprayed by officers in order to stop Week carries. ‘It Pays To Be Informed’ was the Affects You’. The whole idea, according to Joono the protest. On each of the occasions, the man notion and the films were about provoking people Simon, executive creative director, Mudra DDB, is finds a page number guiding him to The Week. to ask themselves whether they have a point of that while the competition highlights political sto- Cut to a shot of him opening his copy of The view on things. This was chiefly done so that The ries, The Week would rather concentrate on Week, only to find himself on its cover page. ‘More Week shed its image of reticence in the face of its talking about issues that make a difference to the About What Affects You’, concludes the ad. aggressive and sleekly positioned competitors. day to day lives of people, political or otherwise. On conducting research, the Mudra team “But we still weren’t able to stand out, and as The tone of voice is supposed to be contempo- found that while other magazines in the category we gained on circulation and rary, versatile and relevant. were more skewed towards politics, The Week was readership, more needed to be “Your life is not The commercial, shot broader in its content coverage. “Your life is not done,” says Anand Mathew, entirely in black and white by only about politics, why should your magazine senior GM, sales, The Week. only about politics, Manoj Pillai of Thinkpot be?” says Simon, talking of the campaign premise. The publication appointed why should your Films, has a man out for a jog, This, in a sense, is about “journalism with a Mudra DDB as its agency last when he spots a protest rally human touch”. � year. The agency has created a magazine be?” to save penguins (a global [email protected]

KALAIGNAR TV through the day. Non-news shows will be in the form of interviews with politicians, sports stars and movie stars. Broadening The Horizon Incidentally, Kalaignar TV also carries half-hour news bulletins Kalaignar TV expands its reach with a news channel, plans to launch comedy, kids three times a day. The channel channels next. By Sangeeta Tanwar heads have decided to continue with the news bulletins, so that its GEC MK-backed Kalaignar TV, a has moved up to occupy the second News 24x7. viewers are kept acquainted with general entertainment rank among Tamil GECs. A senior official at Kalaignar TV the happenings around them. Dchannel (GEC), has rolled According to the TAM data for says, “Down south, most of the The official adds, “Our news out a 24-hour news channel. The CS4+ Tamil Nadu (October 26- political parties are associated with channel will make all efforts to new Tamil news channel is called November 22), Sun TV was leading one television network or the other. report news fairly. It will be a source Kalaignar Seithigal. in the GEC space, with a channel Kalaignar TV already operates a of unbiased news. As a policy, we are Brand Kalaignar made its debut share of 64 per cent. Kalaignar TV GEC and a music channel, both of not averse to carrying advertising by in Tamil Nadu in 2007 with occupied the second spot with a which are doing well. So, it makes other political parties. Both our Kalaignar TV. Six months later, it channel share of 14 per cent. Both sense to make our presence felt in existing channels, Kalaignar TV and rolled out Isai Aruvi, a music chan- Vijay TV and Jaya TV occupied the the news genre, too.” Isai Aruvi, attract national and local nel. It plans to add two more third position with a channel share Kalaignar Seithigal will focus advertisers. We have decided to say channels to its bouquet in the com- of 7 per cent each. largely on regional news, but it will no to religious advertising in any ing months, a comedy channel In addition to the newly also offer national and international form because we will not air any called Sirippoli and a children’s launched Kalaignar Seithigal, Tamil news in good measure. The chan- kind of religious or devotional con- channel called Chitram. market already has news channels nel will beam half-hourly news tent on the channel.” � Since its launch, Kalaignar TV such as Sun News, Jaya Plus and Raj bulletins and programmes all [email protected]

The Brand Reporter, December 16-31, 2 0 0 8 33 NEWSTRENDS NEWPRODUCTS Sponsored by CANON Layered in Style The Fall Winter 2008 collection Right Time from Adidas promises to make With a protective flip-open top cover and raised patterns on the sure that you remain every bit dial, Braille watches from Titan have been made especially for the stylish even in winters. The col- visually impaired, who can now have time on their fingertips. Taking Photography Places lection includes a range of Selling Point: Designed in-house by the Titan Design Studio, apparel, footwear and acces- these watches come with a special instruction manual in Braille, Canon, the digital imaging major, plans to take its Image Fest to 24 cities across the country. By Chhavi Tyagi sories. It has bomber jackets, which has been developed in consultation with the National graphic tees, pullovers and sweat Association for the Blind. Designed in round and rectangular stain- anon has expanded its on-ground cam- eration exercise for Canon. The activation starts shirts in quirky designs and bright less steel cases these watches have a quartz movement. paign, Canon Image Fest, for promoting with putting up a readymade Canon Image Price and availability: Priced Rs 995 onwards, the watches are photography, across the country. It was Lounge in the selected cities, which showcases colours for men. The collection C available at World of Titan showrooms and select multi brand outlets initiated about a month back. the brand’s cameras and photo printing for women is feminine and sporty Initially, the company set its eyes on 10 Tier II products. with trendy cuts and designs. across the country. cities, starting with Jaipur. However, the success The target audience is contacted through mail- Target Audience: Inspired by of the campaign has led Canon to change its plans. ers and tieups with clubs and top schools as well After its experience in Jaipur and then as through press ads. Schoolchildren are invited street dance and hip-hop, this col- Musical Notes Chandigarh, Canon has made the campaign bigger. along with their parents and a special creative lection is for young, urban and Long drives without music are no fun. To make sure that you don’t have a single dull moment while going Starting January, it will now go to 24 more cities. zone is erected by PDM. dynamic individuals. for a drive, Sony has launched Xplod CDX-GT45IP CD receiver that promises to be loaded with features Shunichi Senda, director, ICP, Canon India, Children and parents can dress each other up Selling Point: The range supporting a wide range of auxiliary devices. Sporting the traditional Xplod design, it’s got a retro and says, “We at Canon are looking forward to reliving with the many props available and then click each is accented with a blend of the experience of Jaipur. The response was over- other. There is also a wall where the pictures are sporty look complete with red illumination buttons and intuitive operation. It comes with a remote com- whelming and we are happy to see people’s keen Shukla: happy with the response pasted. The best picture gets any of the Canon mild orchid, metallic mander that promises to make controlling the music easy from the front or back seat of the car. interest in photography. We products as prize. lilac, bright yellow, Selling Point: The player provides a front panel auxiliary input for connecting an MP3, mini-disc or realise how critical Tier II PDM India, says, “Canon The various activities are held on Fridays, red and dark cassette player and the track data is displayed on the head cities are for the growth of This promotion invited pitches from many Saturdays and Sundays, with PDM covering two grape colours. It unit’s LCD display, while the player is getting charged. The Canon, and this is a step generation exercise agencies and they were cities in one month. Thus, with 24 cities to cover, also has accessories towards strengthening our impressed by the idea pre- the campaign will run for another 12 months. head unit enhances the sound quality of compressed audio foothold in these cities.” will run for 12 sented by us. What also Some of the locations finalised are Ludhiana, like scarves and leg files such as MP3, WMA and AAC files, thereby allowing the The activation is being worked in our favour is our Jamshedpur, Guwahati, Kochi and Nagpur. warmers. use of downloaded music files for hours of entertainment. handled by PDM India; its months. strength across cities, which Shukla says that Canon has already seen an Price and Along with CD and iPod functions, it also has 18 FM and 12 AM parent agency, Percept/H, is was an important require- upsurge in sales through the campaign, though he availability: Priced responsible for the mass media promotions. ment of the activation.” did not divulge any numbers. � preset buttons. between Rs 599 and Sanjay Shukla, head of promotions division, The campaign is a sales-cum-promotion gen- [email protected] Price and availability: Priced at Rs 8,490, the device is available across Sony Rs 4,599, this range is stores, select Sony authorised dealers and national retail partners across the country. available at all Adidas SUN DIRECT stores across India. Play Smart Kids now have a magic wand in their hands and can bring dinosaurs to life, feel the human heartbeat, cre- Mesmerising the World ate a raging volcano, or hold the world in their tiny hands. HyperCity, a retail store, brings a range of On an Expansion Spree No wedding is complete without educational toys from National Geographic that promises to stimulate the interest and imagination of exquisite jewellery and everyone The DTH challenger gets aggressive with pan-India rollout, hopes to increase its children. The range includes various kits and gear like human eye and wants to make sure it shines to heart kit, electronic lab telescope and microscope, nature exploring subscriber base to three million by the end of the financial year. By Sapna Nair perfection. Nakshatra has launched kit, dinosaur toys, crystal growing kit, volcano and earthquake set, here is no stopping Sun the company wasn’t able to keep up raise eyebrows because of its ‘direct’ Eternity Collection, a range of jew- planetarium kit, interactive globes and others. Direct, which is on an with the surge in demand. “Supply resemblance to the Bajaj XCD ellery for the D-day. The collection Selling Points: Introduced for children above eight years of age, Texpansion spree. Having was less than demand. But now, our DTS-Si TVC, created by O&M. promises to be a timeless classic, covered South India and Delhi and position is comfortable,” he says. The Bajaj TVC featured two these toys motivate children learn facts and help them develop cre- an exquisite blend of traditional the National Capital Region, the The market has witnessed the men on motorbikes at a traffic sig- ative thinking as they play. mystique and contemporary glam- DTH operator is moving to fresh entry of two DTH players – Airtel nal, discussing the attributes of their Price and availability: Priced between Rs 599 and Rs 5,999, this turf. Its pan-India rollout has begun and Big – in the last six months. respective bikes. our and claims to be inspired by collection is available at HyperCity Mumbai and Jaipur. and the company hopes to increase D’Silva says, “Our price and under- The Sun Direct TVC has one of Indian floral motif. its subscriber base to three million standing of consumers’ needs are the men fixing a dish on the terrace Selling Point: The collection by the end of the fiscal year, from the key differentiating factors.” of his building, when another man the current two million. In the South, Sun Direct com- comes and asks him if he has got a promises to add grace one’s The Kalanidhi Maran and Astro mands 65 per cent of the DTH new dish. wedding wardrobe. The 18 carat Handle With Care Malaysia backed DTH service market. It aims to grab 35-40 per The two start discussing DTH diamonds in the jewellery are When it comes to gifting, everyone wants to give a unique gift that launched first in Tamil Nadu at the cent of the Mumbai market within features, such as the number of “DTH is not a rich set in white and yellow gold. will be cherished. To make sure your gift stands out and has an end of December 2007. In another a year. It will promote its offering channels, kinds of channels, and so man’s product, it is for One of the highlights of this exclusive tag attached to it, d’Mart Exclusif has launched Ormulu three months, the brand was through a television commercial on. In the end, it emerges that the everybody.” launched in the other three South and print ads in all the leading one fixing the dish has got a much contemporary yet classic collection made in brass and porcelain. The collection includes Indian states. Claiming to be the dailies along with merchandising. better deal because he has paid less TONY D’SILVA collection is the traditional candy box, ashtray, vanity box and other decorative items hand- first DTH service provider to “Through our communication, we than half the price for more fea- COO, piece, in the shape of a crafted with intricate detailing in brass. launch with MPEG4, the company want to convey to the consumer tures. Sun Direct flower. Selling Points: The company claims that the original pieces reportedly signed on two million that with Sun Direct, you only pay A spokesperson from McCann subscribers within 10 months of its for what you watch,” D’Silva says. Erickson, Chennai doesn’t deny the we built up on it,” the spokesperson Price and availability: of this collection have been auctioned by Christie’s and launch. The premise is that DTH is not a resemblance. “The Bajaj ad is says. Priced between Rs 3 Sotheby’s. Designed and created in Germany, this decorative col- In fact, according to Tony rich man’s product, it is for every- extremely easy to relate to and has D’Silva believes that it’s a kind of lakh and Rs 18 lakh, this lection comprises signature art pieces. D’Silva, chief operating officer of body. been loved by Indian audiences. spoof which conveys the message range is available at Price and availability: Priced between Rs 9,000 and Rs 25,000, Sun Direct, the reason for the delay Meanwhile, the TVC, created by The market presented us with an aptly in a humorous manner.� Nakshatra stores across the collection is available at d’Mart stores and franchises. in expanding to other areas was that McCann Erickson, is expected to opportunity with the Bajaj ad and [email protected] the country.

3 4The Brand Reporter, December 16-31, 2 0 0 8 The Brand Reporter, December 16-31, 2 0 0 8 35 NEWPRODUCTS Sponsored by Layered in Style The Fall Winter 2008 collection Right Time from Adidas promises to make With a protective flip-open top cover and raised patterns on the sure that you remain every bit dial, Braille watches from Titan have been made especially for the stylish even in winters. The col- visually impaired, who can now have time on their fingertips. lection includes a range of Selling Point: Designed in-house by the Titan Design Studio, apparel, footwear and acces- these watches come with a special instruction manual in Braille, sories. It has bomber jackets, which has been developed in consultation with the National graphic tees, pullovers and sweat Association for the Blind. Designed in round and rectangular stain- shirts in quirky designs and bright less steel cases these watches have a quartz movement. colours for men. The collection Price and availability: Priced Rs 995 onwards, the watches are for women is feminine and sporty available at World of Titan showrooms and select multi brand outlets with trendy cuts and designs. across the country. Target Audience: Inspired by street dance and hip-hop, this col- Musical Notes lection is for young, urban and Long drives without music are no fun. To make sure that you don’t have a single dull moment while going dynamic individuals. for a drive, Sony has launched Xplod CDX-GT45IP CD receiver that promises to be loaded with features Selling Point: The range supporting a wide range of auxiliary devices. Sporting the traditional Xplod design, it’s got a retro and is accented with a blend of sporty look complete with red illumination buttons and intuitive operation. It comes with a remote com- mild orchid, metallic mander that promises to make controlling the music easy from the front or back seat of the car. lilac, bright yellow, Selling Point: The player provides a front panel auxiliary input for connecting an MP3, mini-disc or red and dark cassette player and the track data is displayed on the head grape colours. It unit’s LCD display, while the player is getting charged. The also has accessories head unit enhances the sound quality of compressed audio like scarves and leg files such as MP3, WMA and AAC files, thereby allowing the warmers. use of downloaded music files for hours of entertainment. Price and Along with CD and iPod functions, it also has 18 FM and 12 AM availability: Priced preset buttons. between Rs 599 and Price and availability: Priced at Rs 8,490, the device is available across Sony Rs 4,599, this range is stores, select Sony authorised dealers and national retail partners across the country. available at all Adidas stores across India. Play Smart Kids now have a magic wand in their hands and can bring dinosaurs to life, feel the human heartbeat, cre- Mesmerising the World ate a raging volcano, or hold the world in their tiny hands. HyperCity, a retail store, brings a range of No wedding is complete without educational toys from National Geographic that promises to stimulate the interest and imagination of exquisite jewellery and everyone children. The range includes various kits and gear like human eye and wants to make sure it shines to heart kit, electronic lab telescope and microscope, nature exploring perfection. Nakshatra has launched kit, dinosaur toys, crystal growing kit, volcano and earthquake set, Eternity Collection, a range of jew- planetarium kit, interactive globes and others. ellery for the D-day. The collection Selling Points: Introduced for children above eight years of age, promises to be a timeless classic, these toys motivate children learn facts and help them develop cre- an exquisite blend of traditional ative thinking as they play. mystique and contemporary glam- Price and availability: Priced between Rs 599 and Rs 5,999, this our and claims to be inspired by collection is available at HyperCity Mumbai and Jaipur. Indian floral motif. Selling Point: The collection promises to add grace one’s wedding wardrobe. The 18 carat Handle With Care diamonds in the jewellery are When it comes to gifting, everyone wants to give a unique gift that set in white and yellow gold. will be cherished. To make sure your gift stands out and has an One of the highlights of this exclusive tag attached to it, d’Mart Exclusif has launched Ormulu contemporary yet classic collection made in brass and porcelain. The collection includes collection is the traditional candy box, ashtray, vanity box and other decorative items hand- piece, in the shape of a crafted with intricate detailing in brass. flower. Selling Points: The company claims that the original pieces Price and availability: of this collection have been auctioned by Christie’s and Priced between Rs 3 Sotheby’s. Designed and created in Germany, this decorative col- lakh and Rs 18 lakh, this lection comprises signature art pieces. range is available at Price and availability: Priced between Rs 9,000 and Rs 25,000, Nakshatra stores across the collection is available at d’Mart stores and franchises. the country.

The Brand Reporter, December 16-31, 2 0 0 8 35 INTERNATIONALNEWS

>> PRINT >> BARTERS Chef Lavan: Cow very fat cow is standing in a field. AThe tagline reads: ‘We left the fat (Ex)changing Principles in the cow.’ t seems that the now officially works with several firms (often with Irecognised recession in several non-disclosure agreements). Some countries is forcing the world back- shops, like independent KSL, which wards in more ways than one. A earlier this year launched eWorld system that all of us read about in Asset Trading to handle its barter our textbooks long ago is making a business, have subsidiaries for the re-entry in the advertising industry. purpose. Several holding companies In order to save up on their ad spend, have in-house firms. They include many of the brands are exchanging Magna Global Trading - an their goods or services in return for The exchange Interpublic firm, Icon International, media space. owned by Omnicom, and Carat While the barter system always system is finding Trade - a unit of Aegis Media. had some presence in the corporate According to industry observers, sector, the brands kept it a secret. new acceptance these firms earlier used to aggressive- The system was largely perceived as a across brands. ly pitch for the barter business, but sign of weakness in a brand’s per- now some clients are making the first formance. However, the under- the transformation, “It really is at the move. As a result, the barter system is Advertising Agency: GITAM/BBDO, performing economy has upturned forefront. We’re seeing a lot of clients becoming the new buzz in town. Yet, Israel the table and the exchange system is who were not really involved in the many brands are still shy about com- Creative Directors: Guy Bar, finding new acceptance across barter space asking a lot of questions ing out in the open. An Danny Yaakobovic brands. about it.” understandable fact considering the Art Directors: Igal Ezra, Tamar Dvir Steve Lanzano, chief operating MPG, which outsources its barter negative perception that still clings to Copywriter: Oren Meir officer, Havas’ MPG, comments on assignments to third-party agencies, bartering. � >> TV PS3 / Motorstorm >> CAMPAIGN >> BURGER KING 2: Jump How to Say ‘NO’ Getting Lucky ome men rides out of an air-borne Saircraft in their vehicles. The action hile kids in New York are busy making their wish hat would you do if you find a then shifts to an animated racing game. Wlist for Santa, their parents are also working on a list Wwallet lying on some street The tagline reads: ‘Lunatics Unite’.� but of a different kind. The economic recession has made with $100 in cash and some them wary of spending much. Though they do realise it vouchers in it? Burger King, the is easier said than done considering it’s the kids who global chain of hamburger fast drive the spending habits of households. food restaurants is telling you to However, parents have decided to fight the battle go ahead, keep the wallet and from another end. A letter writing campaign, initiated by enjoy its goodies! the Boston-based The hamburger chain has come Campaign, has been out with this new and innovative tactic to contacting leading toy woo its target audience. For the campaign, the chain Advertising Agency: Deutsch companies and retail- has dropped 5,000 wallets with each having $100 in Production: Aero Films ers to stop targeting cash and a Burger King Crown Card pre-loaded with Director: Klaus Obermeyer kids with their ads. $20 to be spent in-store. The wallets, which seem to EP: Lance O’Connor Campaign says rough- be accidentally dropped on the streets, apart from all Head of CG: Fred Hopp ly 1,400 members and the cash and cards, contain ID saying the wallet Animator: Yvain Gnabro supporters have partic- belongs to the ‘The King’ and carry a message that ipated in the initiative. reads, ‘The King wants you to keep this wallet and >> OUTDOOR Many parents said everything in it.’ � that by bombarding Mercy Corps / Action the kids with adver- tisements, companies are placing them in the unenviable >> TRIBUNE Center position of having to tell their children that they can’t girl is body-painted to give a mal- afford the toys being promoted. Anourished look. The tagline reads: However, the campaign has had little effect whatsoev- Making a Miss ‘This lunch break consider hunger.’ er on the Toy Industry Association, which has replied his might come as a shock and a reconfirmation of with a strong defence of its marketing strategy. The Tthe economic recession making a go at the print released industry statement states, “If children are not industry. The Tribune Company that owns The Los aware of what is new and available, how will they be able Angeles Times, The Chicago Tribune and also a baseball to tell their families what their preferences are? While team, The Chicago Cubs has filed for bankruptcy pro- there is certainly greater economic disturbance going on, tection in a federal court in Delaware. families have always faced different levels of economic What is noticeable is that Tribune was acquired only well-being and have managed to tailor their spending to last year by billionaire real estate investor, Samuel Zell. Advertising Agency: Household their means.” “Unfortunately, factors beyond our control have created Name, New York, USA Guess, after this, parents will have to take the tough a perfect storm — a precipitous decline in revenue and a Photographer: sebastian- route of saying ‘no’ to their kids if they want to keep their tough economy coupled with a credit crisis that makes it gollings.com money saved up for a bad day. � extremely difficult to support our debt,” says Zell. �

3 6The Brand Reporter, December 16-31, 2 0 0 8 INTERNATIONALNEWS >> WAL-MART

An Advertiser’s Nightmare al-Mart is in a fix, not just for marketing and advertising tech- Wthe lack of adequate security niques to specifically attract a large that resulted in the death of one of its crowd and create an environment of temporary workers. Now its market- frenzy and mayhem. ing and advertising strategy has also “When you advertise products, come under the scanner. The estate and you market it heavily, it garners and relatives of the 34-year-old man, public interest. It’s great bargains who was trampled by a pre-dawn with limited quantities of merchan- Black Friday crowd at a store in New dise, and you have a crowd that can York, are suing the company for its grow beyond the quantity available, it heavy advertising techniques that is a recipe for disaster,” says Nassau resulted in a large crowd of shoppers. County police commissioner, According to published reports, a Lawrence Mulvey. However, Mulvey complaint filed in New York State also says that criminal charges on this Supreme Court in the Bronx on ground are very unlikely. behalf of survivors of the fallen This should come as a breather to worker, Jdimytai Damour, claims the Wal-Mart officials but it might that besides failing to provide ade- just put them on a back foot when it quate security, Wal-Mart engaged in comes to marketing such events. � >> SCENT BRANDING

Follow Your Nose ver heard of scent branding? being can recognise approximately EWell, if you are from Brazil or 10,000 different odours. People can have been there in the recent past, recall smells with 65 per cent accu- you would have a fair idea of the racy after a year, while the visual marketing strategy that targets recall of photos decreases to about your nose. 50 per cent after only three months. Brazilian brands, big and small, According to Marcelo Ginzberg from are now creating their olfactive Air Berger, a French consulting firm logo, a scent signature that helps with offices in Brazil, a wide variety generate brand recall, explains of businesses have been adopting Elaine De Oliveira, olfactive market- olfactive logos—hotels, spas, med- ing consultant for Biomist, one of ical facilities, pharmacies, gyms, the pioneers of scent marketing in restaurants, banks and supermar- São Paulo, Brazil. kets have capitalised on scent The power of smell is unmistake- marketing to attract consumers. ably strong, associating itself with Seems like Brazil has found the memories of the past. Not just that, way to go right up, following its Sense of Smell Institute in New nose. � York says that an average human Compiled by Chhavi Tyagi

The Brand Reporter, December 16-31, 2 0 0 8 3 7 JOBSWITCH JOBSWITCH Organization Name: Vyas Client Services team. Oversee products to cater to the ever Organization Name: Dreamz Kraft Giannetti Creative Pvt. Ltd. projects to completion and ensure changing requirements of Positions: Marketing Executve Positions: Director - Client that they are in compliance with the Advertisers & Corporate while (Female Only) Servicing specifics detailed in the signed obtaining customer feedback Location: Mumbai Location: Mumbai Insertion Order. Act as a liaison periodically and taking necessary Profile: The candidate should have Profile: The Client Servicing with all departments to coordinate actions for ensuring high delivery more than 5 years of experience in Director would be responsible for and manage the flow of information against expectations organizing events / weddings. The the management of as it relates to implementing the Email: [email protected] / applicant should be between the projects/campaigns from signature project/campaign. Manage timelines [email protected] ages 25 - 35 years and with graduate to execution. The Director’s role with creative, studio, finance & ...... qualifications is a must. will be to develop the Client media, as well as, with the client to Organization Name: Wavelength Email: Services staff, assign project work, maintain scheduled deadlines. Communications [email protected] review workload for direct reports Email: [email protected] Positions: Associate Creative and manage certain high profile ...... Director relationships. Other important Organization Name: Business Location: Mumbai components to the Director position Standard Ltd. Profile: The applicant should have To advertise, contact: will be to conceptualize, execute and Positions: Advertisement Space around 6 years of experience in Sachin Gupta optimize advertising/design Selling Officer main line advertising agencies with Ph: 0120 4077808 programs as well as to develop Location: Mumbai & New Delhi strong portfolio of work. The email: [email protected] policies and procedures to Profile: The applicant should know person must be an out of the box Aarti Khatri streamline workflow of the team. to sell / market ‘advertisement - thinker who can implement ideas at Ph: 022 40429706 Develop integrated marketing space’ for Business Standard while its best, also should be a motivator email: [email protected] programs; write proposals and sales giving presentation to clients / who can lead a team & make materials to support the Account advertising agencies / key accounts, presentations as well. To view other jobs in Marketing, Executives. Provide guidance, create opportunities for existing Email: Media and Advertising, log on to: direction, coaching and products. The same would be [email protected] http://jobs.afaqs.com development to all members of the required to provide inputs on new ......

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